Tuesday, April 24, 2018

Webinar button on keyboard with soft focus

We had a great webinar last week where Todd Robertson shared some terrific strategies, ideas, and tools for owning more market share, hitting every goal you ever set, and finishing the year strong.  We wanted to share it on demand for all of you who did not have an opportunity to join us!

Need help? To learn more about how we can help you fuel your business, streamline your systems and take your career to the next level, call our marketing team today at 866.405.3638 or visit our website www.prospectsplus.com.

Staying Ahead of Your Competition

By Julie Escobar

The weather and the market are both HOT and agents are asking us for strategies and how to’s for august dominatordominating in a geographic farm.  To answer that – we turned to Todd Robertson for some tips and ideas that are working for Market Dominator Members across the nation.

Q:  Hey Todd, a lot of our readers don’t want to wait for the fall market to work on their competitive edge – 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 withdominator back listing 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.”

This month we shared a great listing strategy one of our Dominator members uses — and that’s to take the extra 20 Market Dominators that he gets each month and bring them with him when he is walking his farm or going on listing appointments.  He lets people know that he is the only one in that market that is willing to consistently show up in a big way (12×15!) each month and that when they list with him – he will dedicate an entire 1/3rd panel of his Dominator to market that listing until it sells.  That’s helped him close for the signature again and again. You may want to give that a try as well!

Here’s a quick video I did for our members on the topic:

Q:  Awesome — 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!

We’re hosting  a new webinar next week, Wednesday, Jul 27, 2016 2:00 PM – 3:00 PM EDT How to Own More Market Share & End the Year WIth 5 Extra Closings — we hope you’ll join us!

Click here to register. 

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!

The word Webinar handwritten with white chalk on a blackboard

We had a great showing on our timely webinar last week — How to Pick the PERFECT Geographic Farm for Your Market.  It was filled with terrific tools and step-by-step strategies for choosing the best geographic farm based on turnover ratios, home price points, and homeowner to renter ratios.

We then shared some of the tools and strategies top producers across the country are using to effectively, and consistently market to their geographic farms to gain market share — and a steady stream of referrals and commissions.

We’ve got it for you on demand now!  Watch below!

Interested in finding out of if the ReboGateway tool for choosing farm areas is right for you? Call their support team today at 866-887-0206  or email them today to set up a one on one demonstration at sales@benutech.com.

Interested in finding out whether the Market Dominator System is available in your preferred carrier routes for exclusivity?  Call  Todd Robertson at 702 683-1867.

As always – if you have questions about any www.prospectsplus.com products or services – please contact us at 866-405-3638.

 

Row of residential houses in suburban neighborhood

Insights From ReboGateway

By Julie Escobar

We just had an amazing and informative webinar with our friend Brian Fox from Benutech and ReboGatewaybest carrier routes that got a lot of agents buzzing about using a BETTER way to leverage EDDM.

For those of you who are new to the concept, EDDM is a system provided by USPS that allows you to literally get in EVERY door in a carrier route for a low postage cost of 18.3 cents per piece – and you have the ability to send out marketing pieces of all sizes, which is big plus when you choose a BIG size!

What we’ve found is that one of the toughest challenges is deciding where to start.  Almost daily we are asked by customers, “What’s the best way to pick a carrier route?” Fortunately, our friends over at Benutech figured that part out for us!

In this webinar you’ll learn how they can help you pinpoint not only which carrier routes have the highest NeighborhoodSpecialist_11x8.5_FullBleed_Workingturnover rate, but also those with the highest dollar homes, and largest percentage of homeowner to deliverables. That’s huge for agents, because up to now, most agents have chosen carrier routes more based on location to their office, or the neighborhood they live in, or just randomly – without really knowing which would have a higher probability of yielding the best results.  Now, they can be much more strategic in their approach to carrier routes.neighborhood update series

The great thing about EDDM is that you don’t need a list – it literally gets in every door.  However, the savvy agent knows that marketing should be layered. So they can also pull the list from their ReboGateway system to add additional marketing touches such as Just Listed postcards, Just Sold postcards, Open House cards and more.

To learn what our customers top picks for Every Door Direct Mail, we asked our Director of Business property showcaseDevelopment Ramona Williams who works with our customers every day.  She shared, “I’d say, by far, the most popular piece hands-down is the Panoramic Postcard featuring a new listing.  It’s sleek, beautiful, markets the new listing and is a great way to showcase the agent’s results as well.  Secondly, we’re seeing a lot of agents who are using a little bigger piece to spotlight multiple listings on one mailer.  It might be for a series of open houses or just to showcase that the agent is the turn-to person to call for listings in an area.  And third, we’re seeing agents use panoramic postcards featuring direct response offers such as a Free CMA, List of Homes, Consultation, etc.”

Some links to get you started:

Use promo code EDDM10 to save 10% on your www.prospectsplus.com EDDM order! 

To save on ReboGateway use promo code PROSTUA (make sure it’s all capitalized).

This promo code will provide ReboGateway annual for $399.95 with the Tract Utility (turnover tool) provided for FREE (saving $120) via the Promo Code.

If you are thinking of using this powerful tool, consider choosing just one or two routes to start.  With the average carrier route running anywhere from 300-500 homes, it just seems like a manageable area for most agents to not only connect with – but have the ability to follow up on.

And follow up is important, as is consistency.  If budget is an issue, then you may wish to choose a smaller route and be consistent in sending to that route often. One-shot mailings – even ones that saturate a market area are not normally very effective.  The agents that are seeing the best results from this system are sending every one to two months for at least six months.

Watch the video:

If you’re interested in learning more about the tracking data from Benutech and ReboGateway, call them today at 866-887-0206 for a free demonstration of the data that is available in YOUR area.

If you are a real estate pro and you’d like to learn more about what EDDM tools we can help you with, give us a call at 1.866.405.3638 today.   

Real Estate Agent Success

Insights from the Front Line with Ramona Williams

By Julie Escobar

When it comes to knowing EXACTLY what real estate professionals, and specifically our ProspectsPLUS!
customers want and need to grow their businesses in today’s market, I knew that there was one person who would be perfect to interview. My closest friend and always one of the smartest people in the room, our Director of Business Development, Ramona Williams.  With both an MBA and more thirty years of experience working with real estate agents and brokers, she’s the go-to resource for insights and ideas.

Here’s what we learned:

Q:  You are on the phones with customers every day, where do you think agents are needing the most help in terms of marketing their businesses and their listings?

A:  Consistency – hands down. That’s honestly where most agent’s marketing breaks down.  One and done listing inventory snapshotmarketing doesn’t work, never has and never will.  Secondly, what hurts agents is having no strategy at all.  That’s not a new problem of course. That’s historically where agents fail to grow their businesses, and why so many don’t make it.  Unfortunately, the majority of agents try lots of little things, including whatever the “shiny new idea” is in the office at the moment and never commit to anything consistently.  The result is they end up all over the place in terms of the message they are sending out into their market, and they’ll actually spend considerably more money trying every new thing that comes along than they would if they just put a solid, strategic plan of tested direct marketing that works in place and stuck to it.  Consistently sending branded, direct response marketing every 21-45 days to a sphere and farm is still the best means of driving results in our industry.

Q:  We’re seeing a huge rise in agents using EDDM® as a means to strategically market for less – what is your take on that and what advice do you have for others eager to do the same?

A:  I think Every Door Direct Mail® is a terrific way for agents to cover a large geographic area because of the Dominator April 16lower postage costs.  It makes it really affordable for agents to get back to those basics like working a geographic farm.  What I really like about seeing agents return to geo-farming is that it helps them focus their marketing efforts. For a long while we saw agents just chasing the next deal. They’d follow internet leads wherever they took them – sometimes driving hours to take a listing.  EDDM helps them to find a geographic market area that makes sense for them and literally get in every door. When used consistently, it creates a much more predictive business and income model than constantly chasing new business.  Here’s what else I can tell you – the great agents get that. They know that it’s not only OK to be in control of their marketing and business, it’s a must if you want to create a consistently growing business with commissions and referrals you can count on.  I think so much of the time you see agents who look at the business of real estate as risky to start with or unpredictable because it’s commission based.  So their mindset is that their business is supposed to be all over the place, or unpredictable as well.  Savvy agents know that real estate is a business and can be a very lucrative one if they treat is like it is and work a plan.

Q:  What product do you see the most demand for in today’s market?

A:  I’d say in most areas of the country inventory is still historically low, so agents are looking for any vehicle that can help them get listings.  So we’re seeing a lot of EDDM, Just Listed postcards and Just Sold postcardsjl js cards (which are great for pulling double duty – marketing the listing and the agent), our Market Dominator, Listing Inventory cards, FSBO and Expired tools, and our Neighborhood Update/Free Offer cards. The last take a little more work to input the listing data, but it’s what consumers want to see, and they make direct response offers, so they work.  Again, it’s getting back to taking control of your marketing.

We are also seeing an uptick in agents struggling with pricing listings correctly and that’s where your eBook 21 Ways to Get Your Listing Priced Right the First Time (Despite the Seller’s Objections) is a terrific tool that’s really affordable and filled with the kind of objection handlers agents need today.

Q:  You and I go way back in this business – we won’t say how far!  How do you think the market has changed and what do you think agents can do to best get in front of those changes and be competitive?

A:  You know, surprisingly, it really hasn’t changed all that much.  Our business is and always be cyclical.  What is different, of course, are the amount of technology options agents have and how many different organizations are selling to them.  Many of which are amazing and game-changing solutions for agents, no doubt. It does, however, make it really easy for agents to take their eye off the ball and look for that “magic pill” that will skyrocket them to success.  While that’s understandably tempting, the keys to being the top in your field is the stay focused, build inventory, price listing right, have a strategic plan, and find areas you really enjoy working and stay the course.

Q:  Excellent advice! You work with top producers and high volume teams quite a bit as our Director of Business Development.  What are some factors from a marketing perspective do you think they deploy that allow them to continuously rise to the top?

A:  Much like we just talked about, top teams and top agents don’t roll the dice with their results. They build their businesses exponentially by putting systems in place so things don’t fall through the cracks and understand and implement the power of consistent marketing.  In other words, they don’t wait and they don’t shy away from marketing at high levels.  They prioritize immediate lead generation, but they also have systems that allow them to build their brand and their businesses long term.  They are also typically service-minded professionals.  They take excellent care of their customer base, and communicate effectively and often with their sphere and farm.  That’s smart business.

Q:  Awesome. Any last words of wisdom for the readers?

A:  Well I guess I would say that this is truly a great industry where people can make an excellent, lucrative living that is relatively affordable to get into with a strong return on investment.  I would tell them to be strategic, consistent and be mindful of who you model yourself after.  You and I have both seen, countless times, agents who have been in this business 3, 4, 5 – even 10 years or more in this industry and have never put a sphere of influence database together.  While some may do all right at that, it makes you really wonder where COULD their business be if they had put that basic but so important piece in place? That’s a lot of missed opportunity and money left on the table.  I’d challenge agents to not do the same.  Get back to the basics.  Have a plan. Use strategic, consistent marketing (both in terms of timing and branding) to build your inventory, price them right, follow up, and take care of your book of business and your farm.

As always, you’re a tremendous source of advice for today’s professionals. What’s great for our customers to know is that you’ve done such an amazing job of both training and managing our support and marketing teams that they have incredible skills and insights as well and are wonderfully adept at helping agents and brokers figure out the best plans for them, and helping them strategically implement those plans every day.  Kudos to you for that!  Thanks for sharing!

If you’d like to connect with a member of Ramona’s team, you can call them at 866-405-3638 or email us at pmc@prospectsplus.com.  They are eager to help make your job – and your life a whole lot easier!