Sunday, August 20, 2017

Close-up of fire and flames on a black background

And Take Your Results to the Next Level

By Julie Escobar

Busy week for interviews!  This time I sat down with speaker and trainer Todd Robertson to learn what he sees top producers and Market Dominator Members doing to skyrocket their results this fall.

Here’s what he shared:

Q:  We are seeing some of the Dominator members gain some traction in their geo farms lately because theyNov-DOM-Front are working smarter, not necessarily harder. Can you tell us what agents are doing that’s making an impact?

A:  I think there are two factors that are working in agents’ favor are first that the market is continuously improving all over the country. Inventory is low and for those agents that have been at it 3-6 months or more, the branding is kicking in and helping them create momentum.  Secondly, for those prospects who’ve been receiving that branded marketing month after month – especially the Dominator because of its sheer 12 x 15 size, if there’s even a chance that they are interested in selling or know someone who is, they know exactly who to call.  They can look at that level marketing and say, “Hey – if they market themselves this way – imagine what they can do for my home and my listing.”

Q:  Pricing properties right is STILL a big priority for agents.  Can you give a little dialogue that agents canNov-DOM-Backuse to ensure they get it right the first time?

A:  Yes, unfortunately too many agents are still eager to take an overpriced listing. The truth is that great agents show up with the truth and aren’t afraid to tell a seller, “I SELL homes, not just LIST them.  And I’m here to get you the best possible price and terms for your listing.  However 90% of the marketing we’re going to do to get your home sold starts right now by choosing the right price for your home.”  You have some great dialogues and strategies and even visuals in your eBook, 21 Ways to Get Your Listings Priced Right the First Time, I recommend it for any agent struggling with list price objections.

Q:  Well thanks so much for the testimonial!  It’s actually helped a lot of agents.  Todd, a lot of agents go into cruise control asNov-DOM-Free-Report the holidays approach – what is your advice for agents to stay positioned — and still have some balance?

A:  You know, it’s super easy for agent to kind of hide behind their computers and not prospect, and when the holidays approach it gives them even more reason and excuses to shut down. “I don’t want to bother people during the holidays.”  “I’m too busy with holiday stuff.”  “It’s the wrong time of year to prospect.”  The truth is none of those are really true, and great agents know it.  In fact, they make the most of this time by ramping up their marketing times ten to capture that lost market share left by agents who go into holiday hibernation.  If buyers are out during the holidays they are usually great to work with because they are serious, usually straight forward, and are more often than not super motivated to move quickly. When I’m talking to Dominator members I ask them to future pace themselves.  To see themselves 4-5 months from now as the agents holding all the listings because all those dormant agents will just be coming back to the game in January.  Their recourse is to do what?  Sell THEIR listings.  If you want that to be the same for YOU, do what the Dominator customers are doing – ramp up your marketing ten-fold.

Q:  Any quick advice for agents to earn an extra or two this month?

A:  Yes, see the last answer.  Pour on the marketing.  Go into overdrive. Make a plan to touch every person in your sphere of influence.  Go all out for your geographic farming. Knock on some doors. Be present in your community.  Seize every opportunity to connect with people.  Our Dominator customers are automatically sent 20 extra Dominators every month to use in their marketing. They also have a cache of free reports that they can use in their social media marketing, as resources at open houses, and as fair trade items to get new prospects to opt into their sites.  I suggest you do all that and take those extra Dominators to the local businesses in your market and share it with them.  Let them know who you are and what you’re doing there in those communities and then ask the magic question, “Who do you know who might be interested in buying or selling a home this month?”  It’s worth the ask!  Good luck!

Thanks so much Todd – we appreciate the insights!  If you want to learn more about what our Market Dominator customers are doing to stand out in their markets and ramp up their results, contact Todd today at 702-683-1967 or visit us online at www.prospectsplus.com!  

The Power of a Plan in Place

By Julie Escobar

There’s a lot to be said for having a plan in place and sticking to it.  Primarily, the peace of mind you have when you DON’T leave your marketing and business to chance.  Chasing the next commission and worrying about where the next check is coming from is stressful for you – and your family and one of the top reasons agents burn out and leave the business.  Instead re-visit that business plan, or build a new one if you have to so that you greet each new day, week – and year with that same focus we have at the year’s start with a brand new plan in place.

To help reconnect with what agents should be doing right now to make the most of the fall market and beyond, I got in step with real estate coach and Market Dominator Director Todd Robertson.  Here’s an sept dominatorexcerpt from our conversation:

Q:  Todd, what can agents do to ensure a successful fall season? 

A:  You know the top agents I’m talking to are telling me how grateful they are that they’ve had a consistent plan in place to reach their geographic farm and sphere for a while.  It makes a world of difference when you hit the hot markets.  It puts the pressure on the competition to play catch up and puts them in the lead.  That’s the power of positioning and planning.  We talk a lot with agents about putting the 3-7-27 law of branding to work for you. That is three contacts for someone to know your name, seven to put your name with your business, and twenty-seven to become a top-of-mind brand in their minds.  That top of mind awareness coupled with confident follow up is what will take agents to the top of their market. That’s what we know is working for our Dominator customers.  They are showing up month after month with a 12×15 marketing piece in the mailboxes of their farm area.  That’s five times larger than most competitors – and 100 times more effective obviously than the agents who are just dabbling at their business and not showing up at all.  When you show up at that level month after month two things happen:  your competition goes away, and the sellers and buyers in that area see you as a serious agent with marketing savvy.  The message you’re sending is, “I’m here.  I’m a resource. And I can market YOUR home effectively.”  That’s a message that gets noticed.

Q:  Awesome.  Todd – do you have some dialogue for those agents who are planning a door-knocking campaign this fall?

A:  Sure.  The first thing I’d say is be yourself.  There are a lot of speaker/trainers who will give you ‘dialogue’ – but if it’s not comfortable for you – then it won’t feel genuine to them, so first and foremost, be yourself.  Secondly, know why you are there – which is to plant the seeds for listings and sales.  Introduce yourself, tell them who you are and what company you represent.  Our Dominator customers even have a little fun with it and say things like, “I’m the guy that’s been sending that obnoxious 12×15 poster each month!”  Ask if they have any questions you can answer and plant the question of your own – “who do you know who might be interested in listing or selling in the next 90 days?”  Will you get them all?  No, will you make a great first impression? That’s up to you. Bring you’re A-game and be your best self.  That’s the best approach you can take.

Q:   Thanks Todd.  As a student of some of the best motivators in the business, you certainly speak a great deal about the power of mindset. What do you believe should be agents’ mindset going into the last four months of the year?

A:  Yes, one thing is certain – mindset really does equal market share.  Here’s what we know.  For those agents who are confident, competent, and ready for anything in terms of knowing their presentation perfectly, being prepared for any objection that comes their way, and have rock solid skills – keeping their mindset strong and positive is a whole lot easier. Why? Because they’ve already prepared.  You can wake them from their sleep at 2am and they could deliver their presentation flawlessly.  There’s not a situation or objection that can rattle them.  They are tuned in, tapped into their market in such a way that there aren’t a whole lot of surprises. And they have a marketing and business plan in place that is the track their business runs on.  Those things are fuel for the mind because when you have that all together, getting up and hitting it hard each day aren’t as challenging.  Plus they fuel their mindset with even more fire for success by reading great words from great minds in great business books. They tap into YouTube and watch empowering and skill-mastering videos.  They are a student of their industry and continuously learn and fine-tune their business practices.  That’s what it takes in this market, and there’s never been a better or easier time to build your momentum.

Q:  Awesome.  What are your Dominator customers finding works right now?

A:  Great question. Those that have had their system in place for a while are now in full-scale follow up mode.  They are walking their geographic farms, hosting aggressive open houses, and keeping their sphere in the loop by contact them with a call, or visit every 3-4 months. They are pulling out the stops – and will continue to as they advance their momentum and their market share. What I also find is that they are service minded.  One of the reasons they chose to use the Dominator is of course, the presentation – 12×15 is hard to overlook, right?  But they also tell me that they chose it because of the content it provides.  Real resource-based material that helps to answer the questions in the minds of today’s consumers.  People are hungry for information these days.  By providing that information and consistently delivering answers for the people in the communities they serve, these agents are effectively building the rapport and trust that it takes to earn the business of those folks in those communities. I am reminded of a Zig Ziglar quote, “Stop selling, start helping.”  Taking the role of consultant and resource is a powerful way to position yourself as the turn-to agent.

Great stuff Todd. Thanks for your insights this week.  If you’re interested in learning more about Market Dominator, watch this video, and feel free to contact Todd via email today.  The system is a powerful one for agents eager to earn a 20% market share in a geographic farm area.  It taps into the cost-effective Every Door Direct Mail system provided by USPS, and when coupled with a marketing partner, is by far one of the timeliest and most affordable marketing tools you can use to farm. 

Got questions? Contact the marketing team at ProspecstsPLUS.com today at 866.405.3638.  They are happy to assist! 

Master-Marketing-Magazine

New Digital Magazine Filled With Tools for YOU

by Julie Escobar

We’re thrilled this week to introduce you to the digital, online version of our all-new, edition two of the Master Marketing Magazine which started hitting mailboxes all across the nation last week.  The reviews and comments are coming in fast and the word on the street is that it is already being recommended as a tool agents can count on as they put their marketing in place to hit the second half of this year strong.

Expanded from our first edition – this powerful publication has 75 pages that are filled to the brim with strategic content, creative ideas, and market-savvy tools you can use starting right now with a focus on matching your marketing with your market segment using incredible new data sources and options!

Marketing MagazineHere are a few of the featured articles: 

  • The Big Data Game is On
  • Nielsen Prizm Codes, Smart Segments, and Technology
  • Working ON Your Business, Not Just IN Your Business
  • How to Dominate in a Geographic Farm
  • The Right Tools for the Right People at the Right Time
  • Every Door Direct Mail – Why It’s a Hot Ticket Item
  • How to Take More Listings NOW
  • 4 Ways to Use Hyper Local Content for a Competitive Edge
  • Why Data Never Sleeps
  • 4 Tips for a Strong Second Half
  • PLUS…a 6-MONTH Master Marketing Schedule

And so much more…

How do you get YOUR copy?  If you are already a registered member of www.ProspectsPLUS.com, you should be receiving your copy in the mail very soon.  In fact, refer-a-friend to join our system for FREE, and you’ll be eligible to receive a $25 gift card, and so will your friend – and we’ll send a copy of the all new magazine out to get them started.  Find out more here.

If you’re NOT yet a registered member of www.ProspectsPLUS.com – sign up today for your FREE account and we’ll send a copy right out to you!  There’s no cost and you can start using your account right away!

Ready to start reading NOW?
Click here to read (and bookmark) our Digital Master Marketing Magazine today!

We’d love to hear your thoughts on the new magazine!  Find us on Facebook and share your experience, your favorites, and your ideas for the NEXT publication!  

Being a resource YOU can turn to – is our passion.  Enjoy! 

Strategies and Scripts for Getting More Listings

By Julie Escobar

Last week we sat down with Coach Todd Robertson for some strategies for dominating in a geographic farm.  This week, we wanted to take that a step further and find out his thoughts for agents eager to get a jump start on their fall marketing, especially in hyper-competitive areas.  Here’s what we learned:

Q:  Hey Todd, a lot of our readers want to hit the fall market with all they’ve got – do you have some ideas for them?

A:  Sure – the year is already more than half over and a lot of agents are looking at the calendar and thinking – “No way am I going to hit my goals.”  That’s a little intimidating, right? For some, it’s enough to make them already start to shut down.  Don’t.  Instead, realize it’s time to dig in. To put a source of accountability into your career – your weekly routine and create a game plan. You know, we’re really glad that we can be a source for agents. The Master Marketing ScheduleTM that you’ve created is a powerful tool to help agents stay on track and put some consistency into their marketing.  It takes the “what do I do?” out, which is a big stress for a lot of agents.  First step I would say, is to start there, and develop a game plan that will allow you to connect CONSISTENTLY, with your Sphere of Influence, a Geographic Farm, and a niche market. If you can work a campaign for each of those marketing segments without fail, month after month, your results will grow exponentially.

Q:  I agree!  We share a lot of strategies about staying consistent.  How often should agents connect with their sphere, farm, and niche?

A:  At least monthly. Those ‘touch’ points are so important in terms of staying top of mind and creating brand awareness.  Send something every month to all three, and not necessarily the same thing.  For your sphere, many agents choose a postcard campaign such as a holiday series (not just at Thanksgiving and Christmas!), recipe cards, content cards, inspirational postcards, or a newsletter each month.  For their geo farms they send our Market Dominator, or Listing Inventory, or the Free Offer/Neighborhood Specialist cards – all are popular.  For a niche, they are specific to that group – for example: Expireds, FSBOs, First Time Home Buyers, Investors, etc. Top agents are also diligent about sending out Just Listed/Just Sold postcards with every listing and sale they have. Without exception. Why? They spotlight you as the agent that can generate RESULTS – and they showcase the properties you are marketing. That’s a powerful combo. Then they do that thing that agents desperately steer clear of but shouldn’t if they want to fire up their career on all levels – they FOLLOW UP.

Q:  There’s the sticking point, right?  The old getting on the phone or walking the farm and knocking on doors part that stops agents in their tracks. Any suggestions?

A:  Yes, the first step we just talked about – putting a campaign in place that touches your customers and prospects every month. That makes it way less intimidating when you call them. Why? Because you have a reason to touch base with them.  It doesn’t have to be a “SALES call”, it is a follow up call – or visit if you are walking a farm.  “Hey there, Todd Robertson here, from Success Realty, just wanted to touch base.  We’ve got a LOT of changes in the market, and I just wanted to see if you had any questions.”  (Yes or no, doesn’t matter really, you’re just touching base, asking questions.) Or you can do a combination of touching base and letting them know that you have a big goal to hit.  “Hey there, Todd Robertson, Success Realty, how are you?  You may have seen me in the neighborhood and I hope you’re receiving my mailings.  I just wanted to touch base, see if you had any questions about our market or what homes are selling for right now?  By the way, I am committed to helping as many clients as I can take advantage of this market.  Who do you know who might be interested in buying or selling in the next 90 days? Maybe someone from work? Or your kids’ sport team?  Or church?  If you think of someone, I sure hope you’ll remember my name and pass it along. Thanks so much.”

Q:  Lastly, what about those agents who need the extra push or accountability? 

A:  For a lot of agents coaching is a good investment, but it can be out of the budget for many.  Instead, perhaps consider starting or joining a Mastermind group in your area.  Think and Grow Rich has an entire chapter on this topic that is still incredibly relevant and powerful today.  Participating in a group like this costs you zero – but your return will be extraordinary.  You’re involved with like-minded people, all with the goal of lifting each other up, cheering each other on, and holding each other accountable. That’s the missing link for many agents.  If there’s not one in your area that you want to join – start one.  Your career, customers, and bank balance will all be the better for it!

Thanks Todd.  Great stuff.  If you’d like to learn more about the kind of tools that we have to help keep YOU on track and ready for the fall market and beyond, head over to our Master Marketing ScheduleTM  or main site today.  If you’re interested in dominating a geographic farm and would like to speak with Todd about that directly, click here to learn more.  Our team is here to help you with all your marketing needs, call us today at 866-405-3638!

What Top Agents Are Doing NOW

By Julie Escobar

Capturing the top market share in a geographic area can be challenging in today’s competitive real estate climate.  It is completely doable however with the right tools and strategies in place.  To learn how top agents around the country are making their mark, I sat down with real estate coach and Market Dominator Director Todd Robertson to get his take on the topic.

Here’s an excerpt from our interview:

Q:  Hey Todd – you deal with agents every day who are eager to dominate in their market — what would you say is the number one question you are asked, and how do you answer?

A:   The number one question agents ask is, “How much will it cost me?”   And I reply, “If you commit to dominate your market or if you talk yourself out of it?”   In all seriousness, however, the main question they ask outside of that “Hey, I’m overwhelmed with all of these options, in terms of marketing, how can I really dominate in my market?”   My answer is that in our current state of “Technology Overload” — direct mail has become more effective than ever before.   Basically I steer them to use the tools that will help them garner the best return on investment.

Q:  That said, I know you’re a big fan of Every Door Direct Mail®, because of its affordability and saturation dominator Juneelement for a geo farm.  It can be a little complicated to wrap your head around for some agents though.  What do you tell agents who are interested in using EDDM for their marketing?

A:  In terms of Every Door Direct Mail, if an agent is not familiar, I can spend literally just five minutes with them to make sure they fully understand how it works.  I then help them pick an area, or geo farm, they want to really become the “Neighborhood Specialist”.   Additionally, once they have an area picked out, we spend an additional few minutes on the phone to see if the Market Dominator program is the right fit for them.

Q:  We challenge agents all the time to leave ‘nothing to chance’ when it comes to staying top of mind in their market area.  What are some additional ways they can support their direct response marketing efforts in their geographic farms – and their market?

A:  I’m glad you asked.  To remain “Top of Mind” the agents getting the best results in their geographic farm areas are doing the following every month – not just SOMETIMES – but EVERY MONTH:

1)   Send direct response mail – (people today are hungry for valuable information – be the resource that delivers that every month.)

2)  Just listed / Just Sold postcards – (shares that you are the agent making things HAPPEN.)

3)  Very aggressive, very well marketed “Open Houses” – (Gets you out front of people in a very hands-on way, be sure to have great collateral material at your open houses that distinguishes you as a resource/information source – not just an agent sitting in a house)

4)   Door Knocking – (NOT an old fashioned idea.  Some of today’s top mega-producers are out in force with their teams in the geographic areas they want to dominate meeting the people, passing out door hangers, brochures, and business cards.  They are asking and answering all the right questions – and NOT in stealth mode like those agents back at the office still waiting for the phone to ring.  Want to INCREASE up your exposure and your results?  Remember this:  STP – See The People. If they don’t know who you are – they’re not going to call you first.  Make sure they KNOW who you are!

Q:  Love that slogan!  Todd, follow up is often the most neglected piece of the marketing puzzle for agents — how do you encourage agents to get off the fence and make that a priority?

A:  The truth is, follow-up is typically the downfall of 90% of agents in the country.  Because most of the time Fear and Uncertainty take over in the Real Estate agent’s mind.  Here’s what they forget however:  According to the National Association of REALTORS, if an agents commits to a campaign in a geographic area, most agents quit BEFORE the 5th contact.  They’ll market once, twice, maybe even three times in an area – but that’s it. They throw in the towel and say, “well this isn’t working”.  Most marketing campaigns don’t start even seeing a response until after that fifth contact. So, if when you think about it, this actually works in the favor of the agent who is COMMITTED to being the dominant player.  If you know that 90 % of agents bail before that 5th contact, we simply put agents on a two-year direct response mail campaign in that area to insure they brand themselves as that go to agent.  We encourage them and coach them to put those three powerful pieces in place we talked about in the last question, (Just Listed/Just Sold, aggressive open houses, and door knocking) so they can layer their marketing for best results.  And we remind them that NO marketing is thorough without follow up. If they truly want to dominate – to get the bulk of the listings, to get a lion’s share of the referrals, to brand themselves so well that they are the first agent consumers think of in their geo farm area – they have to fire on all cylinders, meaning – direct response marketing, results marketing (Just listed/just sold), face-to-face contact (door knocking, open houses, events), and FOLLOW up calls and visits.  When an agent commits to THAT for two years?  They go from “Uncertain to Unstoppable”.

Q:  Great advice Todd.  Any additional advice for agents who want to capture a 10-20% market share?

A:  I would say that Patience and Persistence win the game.   There is an interesting phenomena that occurs when an agent commits to an area, really commits.  Two interesting things happen:

1)   It makes them more assertive in that area in terms of other marketing.

2)  If another agent’s sign goes up in their neighborhood it bothers them.  They then begin to take ownership of that area, meaning they shift their thinking to – “Any sign that goes up in this area should be MY sign, MY listing.” And that?  Is a winning mindset.

Thanks so much Todd for sharing your insights.  If you have a question for Todd, you can email him here, or give him a call at 855-383-6646.  If you want to learn more about the Market Dominator System, here’s a great video you can watch, or see our webinar on demand here.  Good luck!  If you have any additional marketing needs or questions, our team is always ready to assist!  Give them a call at 866.405.3638.