Saturday, March 24, 2018

paper houses or homes showing a concept for real estate

Think and ACT Like a Top Producer

By Todd Robertson

There’s something I say at the end of every speech I give when presenting to sales professionals – “If the game is scheduled and you’ve decided to play, you might as well win.”

What I mean by that is that if you’re going to do the work, be in the game, and put in the time – you might as well give yourself the absolute best chance to knock it out of the park.  That’s exactly what I wanted to talk about in this week’s quick post.   There are three powerful ingredients to putting yourself at the top of the game in your market. They are…

  1. Make it easy for people to find you. If you’re playing to win in today’s market you have to have an internet presence. That said, what you DON’T want to do is to put ALL of your eggs in that basket.  Make sure you have a presence, are ranking, driving traffic, and showcasing not only your listings, but your credentials as the specialist in your area and can back that up.  Opt-ins that keep your listing growing are a great add in as well.  Make it easy for people to find you when they are searching and you’re one up on your competition.dominator June3
  2. Skills. There are SO many great trainers, speakers, courses, and connections these days, many even on demand so you can learn at your leisure. There’s no reason and frankly no excuse for an agent who is eager to succeed to not be playing at an extraordinary level.  Tony Robbins calls it CANI – for Constant And Never Ending I  What do your skill levels look like in terms of presentation, negotiation, pricing, prospecting – or all of the above?  Never stop learning and fine tuning.  You can have all the internet leads in the world or all the referrals in the world – if you don’t have the skills to close – then you are leaving money on the table.
  3. Good ground game. What I mean by this is modern day farming.  It’s easier than ever and so important.  To pull it off though you have to deliver Ritz Carlton quality and service. That means picking the right area – then creating a dominating presence.  To do that I suggest you…
    1. Pick the absolute right area. Don’t just choose your carrier routes or neighborhood without doing your homework.  In fact, we have a webinar coming up this month that shares exactly how to do that with the help of our friends over at Benutech.  In it you’ll learn all about turnover rate, sales price, homeowner to renter ratios and how to use that data to find the right farm for you.  Register to attend here.
    2. Send out the largest legal size mailing possible (12×15). That sends a message to local homeowners that you are in the game to win. Show up BIG, and let them know you mean business.
    3. Make it a campaign. In other words, if you’re going to be like 90+% of agents and drop one or two marketing strategies then call it a day, farming is not going to work. If you do however decide that you are going to commit for the duration and consistently show up month after month after month with a strong message and direct response offers – you’ll be positioning yourself to win.

Now if you’re ready to knock it out of the park, give me a call today at 702-683-1967. I know we’ve got the systems and tools to help you do just that. 

Visit us online at or give us a call today 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 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.   

Getting the Inside Scoop to See If EDDM is Right for YOU and Your Business

By Julie Escobar

Wow.  We’ve had a lot of calls recently about this powerful (and affordable) service now provided by the U.S. Postal Service.  It allows you to literally get in EVERY DOOR in a geographic area for as low as 18.3 cents in postage per piece.  But there are a LOT of questions out there – and a lot of folks unsure about which way to go in terms of getting their message in the right hands to help brand themselves in a market.  So I put on my fact-finding hat so that I could give you guys the inside skinny on some things you need to know about this service to determine if it is really right for you.

Fact #1:  According to direct marketing statistics, businesses which get the majority of their clients from within a 3 mile radius of their office are:  REALTORS®, mortgage brokers, insurance agents, dentists, chiropractors…(the list goes on – but did you catch that first one?) Love that!

Fact #2:   This is the most cost-effective means to deliver your message to an ENTIRE market area.  As a SATURATION mailing tool – you can literally send up to 5,000 pieces each day (to be delivered to EVERY SINGLE mailbox on your chosen carrier route) still pay no more than 18.3 cents in postage per piece.

Fact #3:  There is no postage permit necessary – only the required indicia which is fairly small needs to be placed on your mailing piece.  (We’ve got that for you- no worries!)

Fact #4 – You don’t need a mailing list.  This is a biggie!  One of the toughest components that agents find in building their book of business is developing their LIST.  While it IS one of the best practices you can ever do to build long-term referrals and keep your customers and clients calling YOU back for the duration of your career – it is a stumbling block for many.  So while you’re waiting to get your list together (go ahead and hire a broke college kid to start data entry today – they need the money and you need a database!) – the EDDM™ system is the perfect way to start branding yourself and discover NEW PROSPECTS to put into your sphere!

Fact #5:  You can send standard mail flats, irregular parcels, periodicals, and bound printed flats.  But – your
Dominator April 16mailing piece cannot be more than 15′ long, 12′ high and .75′ thick.

Fact #6:  The common mailing pieces for EDDM™ used by REALTORS® are newsletters, open house postcards, just listed postcards, just sold postcards, introduction/neighborhood specialist announcements or workshop invitations (first time home buying seminars, short sale seminars, workshops for seniors, renters. buy workshops, etc.)

Fact #7:  You can select whether or not you want your mailing delivered to P.O. Boxes and Farm mail routes!

Fact #8:  Your mailing will saturate every consumer within your carrier route AND  it can also include delivery to businesses.  However – you CANNOT just send to businesses.

Fact #9:  When choosing your carrier routes – remember to choose WISELY.  With this system – you must mail to EVERY home on the carrier route.  So it’s important to look at the market you want to saturate and budget accordingly.  If your route has 1,000 homes in it – then you’ll need to provide mailings for every home.  The average carrier route has about 250-500 homes in it.  When using the carrier route selection tool from USPS – we always recommend ‘de-selecting all’ first – when you get to that screen so it doesn’t pull up every route in your zip code (that can be a little intimidating!)  Then, based on YOUR budget, you can choose the carrier routes in your market with the number of homes you can comfortably afford to send to repeatedly.

Fact #10:  To piggyback on #9, while this is a much more affordable mailing option for most agents, contentremember this is still direct marketing.  So if you can only afford to (or care to) send a mailing ONCE to an area – then it will more than likely not glean you the results you are looking for.  Keep that 3-7-27 rule in mind.  It takes 3 impressions for someone to recognize your name, 7 impressions to put your name with your business and 27 to become a ‘top of mind’ brand name in someone’s head.  So better to mail to 300 people ten times for example than to send one mailing of 3,000 if you want to build that awareness and trust.

Fact #11:  You’ll need to include a form (PS Form 3587) with your mailing that identifies the carrier routes, number of homes in the route, etc.  It’s a government form so – while it’s a little mind-boggling – it’s not too bad!  (And with our service we’ll even fill it out for you so no worries!)

Fact #12:  Your mailers have to be bundled and banded in groups of 100 and include a “facing slip” on each bundle.  So that’s not a lot of fun – but again – we do that for you if you like.  Besides – you’ve got to think about those delivery folks!  Can you image if you gave them one giant stack?  Yikes!

Fact #13:  If your best target market is actually in other cities or states, you can use Priority Mail® to ship your Every Door Direct Mail mailings to the Post Office in that area.  How cool is that?  This is especially helpful if you are working with vacation properties or investors.

Fact #14:  You have OPTIONS.  Whether you’re an all-hands-on-deck kind of person and want to do everything yourself or whether you just want to choose your mailing piece, pick your routes and have the rest all done for you – we’ve got a solution that works for you, your market and your budget.  Learn more about how Every Door Direct Mail – just click here!

Fact #15:  You don’t have to do it BY YOURSELF.  The truth is, this is an exciting and affordable opportunity to saturate a market with your message but there are variables, budgets and geographic areas to consider.  Sometimes (all right – most of the time) it’s good to have another person to help walk you through the process.  Our EDDM specialists have the experience and knowledge to do just that – just give them a call at 866.405.3638.  They’re happy to help. 

Hope that helps!  Happy marketing!

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. 

And Why It’s a Hot Ticket Item This Yearhot ticket

by Julie Escobar

Every Door Direct Mail® is definitely the buzz and the hot ticket item so far this year for three very good reasons:

  1. It literally gets you in EVERY door of the geographic neighborhoods you are looking to farm.
  2. At just 18.3 cents per piece for postage, it makes saturating an area much more affordable.
  3. It takes the guesswork out of your marketing – you don’t need a specific mailing list, can use direct response offers to increase your response rate, and you can let a company like ProspectsPLUS! do all the heavy lifting and work for you!

I caught up with Director of Business Development Ramona Williams to find out what savvy agents are sending this spring and why.  Here’s an excerpt from our interview:

Q: Ramona, EDDM orders are flying out of the print shop this spring – what would you say the top three TYPES of mailings agents are ordering when using this cool and affordable service?

A:  I’d say by far the most popular piece hands-down is the Panoramic Postcards featuring a new eddmlisting and the all new Neighborhood Update/Free Offer Series.  Both are sleek, beautiful, allow you to market new listings and are great ways to showcase an agent’s ability to get results.  Secondly, we’re seeing a lot of agents who are using a bigger piece such as our Market Dominator System to spotlight multiple listings, and really make an impact visually in the mailboxes of their target area.

Q:  Great – yes, I think the panoramic postcard and the Market Dominator are definitely the Dominator-FRONT-Largefront runner choices for our customers right now. How many routes, on average, are you seeing agents choose? 

A:  I would say most agents choose one or two routes.  With the average carrier route running anywhere from 250-500 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 that’s really the key.

Q:  Right! So what’s the response been from the agents that you’ve talked to – is it working? 

A:  Absolutely, and I believe that most of the agents that are taking advantage of this powerful, yet affordable new option from the post office are using it in some very smart ways.  They are using them to break into new areas where they’ve maybe got a little name recognition but want more, or they are using it to really consistently cultivate listing saturation.  Both are really smart strategies.

Q:  I agree! Any last words of advice for agents considering EDDM?

A:  Just that like ANY marketing, consistency really is key.  If budget is an issue then I would say 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.

Thank you much Ramona for your insights.  As always – you’re very helpful!  If you are a real estate pro and you’d like to learn more about whether EDDM is right for you or whether another form of marketing might better suit your needs and market area – give Ramona and her team a call at 1.866.405.3638 today.  They’ve got the answers you need to kick your spring marketing into HIGH gear!