Friday, December 15, 2017

Finding the Diamonds in Your Database

By Julie Escobar

As my old friend Floyd Wickman used to say, there are acres of diamonds in your book of business or “sphere” – but the trouble is, most agents are willing to do what it takes to mine for those diamonds.

Many agents don’t even have a ‘book of business’ or a true database.  They’re either new to the business or ‘never got around to it’ or for some – they’re so busy working ‘in the business’ to ever work ‘on the business.’  But there’s acres of diamonds in building a sphere of influence client list of people who know you, like you and trust you. Because frankly – those are the people that are going to list and sell their homes with you – buy from you –and refer friends and family to you.  First – you’ve got to reach them.  Consistently.  Effectively.  With purpose.

First, look at should be in your book of business. Read last week’s post:  The Year of the Sphere.

Secondly, get a handle on your business plan.  This is the one-page easy plan shared by Floyd Wickman. 

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Download a copy for yourself or your team here. Then USE it. Make sure you are reviewing every month so you know when you are are on track — and off!

Next, Invest in these ten strategies for building a powerful base. 

  1. Get it all on ‘record.’  Whatever database management system you choose, be sure that you have entered at the very least the basic information such as name, address, phone number, email address, social media addresses if you have them for every past customer, friend, family member and acquaintance that you can think of.  Sound like a lot of work?  It is – but SO worth it.  And I’m not saying you have to do it yourself.  Delegate it – that way you can stick to what you do best – getting face to face with the folks in your market.
  2. Fill in the blanks.  The more RELEVANT you are – the more REFERRALS you’ll receive. So once you’ve customer-appgot the basics down – take note of more personal information about the people in your database.  What do they do?  Where do they live?  What makes them unique?  What else do you know about them that you can reference?  Who’s in their family?  You know the old saying – the ‘devil is in the details!’ The more you know the easier it will be for you to connect with them on topics that are relevant and important to them.
  3. Clean up old records.  At least twice a year go through your database and cull old contacts, and clean up missed or incorrect information. Connect with your database and let them know that their business is important to you and that you’re just doing a little ‘housekeeping’ so that you can be sure they are always kept in the loop and double check their information.  You can even make them a fair trade offer of a free report or certificate of some kind.
  4. Data mine for ‘like’ minded people.  One of the best things an agent can do is to really take a good fsbolong look at what their ‘best customer’ looks like.  Who do you like to work with?  Seniors?  Singles?  First time homebuyers?  Expireds? FSBO’s?  Once you know that – and can determine who you both like to work with and the type of people you have the most successful relationships with – you can data mine to find more of the same.   Find list options for data mining here. 
  5. Add new personal contacts.  As sales professionals we come into contact with new people every day that are potentially great future clients or customers.  Make it a point to add at least one new person per day or five per week to your book of business – more depending on how fast you want your business to grow.  Many agents I know make this database building a positive habit by dedicating one hour a week to the health and maintenance of their list.  Every time they meet a new person at the local Starbucks, networking meeting, business event, PTA, restaurant – even the grocery store and have an opportunity to collect a business card or information – that person goes into the ‘book’ and the nurturing begins!  Some of the best agents spend an hour a week sending a personal note or firing off an email just to say what a pleasure it was to meet and if they need anything – just call.  (Making notes on the back of those business cards or in your phone after meeting a new person will help jog your memory for details when you are entering them into your database at a later time.)  Think about 10 people THIS WEEK you could add if you tried:  Teachers, Bankers, Restaurant Owner/Staff, Accountant, Attorney, Landscaper, Gas Station Owner, Grocery Store Manager…the possibilities are endless!  (If you did that EVERY week you’d be adding more than 500 people to your book of business each year!)
  6. Add past lists:  If you’ve sent out Just Listed or Just Sold postcards and have purchased a list of just sold cardhomeowners contact information who received those postcards – be sure not to forget those folks.  You can add them in and start the process of taking them from ‘prospect’ to ‘member’ of your sphere by building those relationships over time.  Think about this – every time you send a Just Listed postcard with a purchased list – you are adding to your database. But most agents only send that one card, the Just Listed to that list.  Think one list = unlimited opportunities.  Contract Pending. Price Reduced. Just Sold. Listing Inventory.  Check out our new ThreeClickPostcards.com – where you can order your Just Listed/Sold/Contract Pending cards — right from your phone!
  7. SHARE with them.  Direct mail is a great way to ‘touch’ your book of business at least once a month.  From powerful postcards with relevant offers to a monthly newsletter packed with valuable content – staying in TOUCH is the key to staying TOP of mind.  We’ll even help you automate the process with a set-and-forget system that allows you to put your marketing plan in motion and then focus on those personal contacts and the three tasks that are most important in your business:  prospecting, presenting and CLOSING.  Visit www.prospectsplus.com/specials today to learn more about these options or call our team at 866.405.3638 for help deciding what might work best for you, your list and your budget!
  8. Invite them into the conversation.  Savvy agents are firing up their social media strategies on Facebook, Twitter, LinkedIn, YouTube and Pinterest and inviting their community of followers to join in the conversation.  Create a Facebook page for your neighborhood farm and post community information that’s relevant to your buyers and sellers such as school information, local business information, fun facts and more.  Agents are breaking out their iPhones and creating video walking tours of area hotspots, news for the week, reviews of local businesses, types of homes to look for in their area and all kinds of fun and interesting information.  Pinterest has people pinning and posting all about staging ideas, inspirational quotes, homes in the area, community events, blog posts and more.
  9. Follow up.  Break your list up into manageable numbers and commit to follow up calls every week.  Most experts recommend scheduling a daily appointment with yourself to prospect.  Don’t underestimate the value of face-to-face connecting as well.  Community events, school functions, networking opportunities and just being active in the community that you service will help keep you visible, allow you a chance to arrange follow up conversations and ask questions, be the resource people need and you will generate referrals in the process! It can be as simple as letting them know that you are there to help anytime.
  10. Lather, Rinse, Repeat.  Well you get the idea.  Treating your database as the saleable, valuable resource that it is means not putting it away for 11 months out of the year.  Commit to these ten strategies monthly and your career will thrive – and you won’t have to always be wondering where your next commission will come from.

Need help?  Call us at 866.405.3638.  Our team of marketing professionals can help you put your plan in place for success. 

Creating Your Own New Normal for 2017

By Todd Robertson

If you’re like a lot of top agents, right about now you’re analyzing everything you did in past twelve months to get you to this point and asking yourself a few questions:

  • What worked and what didn’t?
  • Did my actions support my goals?
  • Did I earn what I’m worth?
  • Did I take personal responsibility for my success or failures?

By carefully analyzing the past you can discover the elements that you can take into the new year and create
your own new “normal”.  In other words – you can advance your game, play at a higher level, and avoid the pitfalls and hurdles you’ve already cleared to excel faster and with hopefully a few less headaches!

As you approach the new year, many of you are in the process of goal setting.  Let me share a four step system for goals that is used by some of the top performing entrepreneurs in the world.  It’s called the DOME strategy.  Here’s what that stands for:

  • D – Stands for Decide. If you look up one of the definitions of the word decision, you’ll find that it means to “cut off from”.  That’s step one for creating your new normal. What things should you cut yourself off from that aren’t working or haven’t
    dominator janworked for you this year?  Whether that be a mindset, a skill, or a system, what can you unplug, cut off, or change up that will increase your success in the new year.
  • O – Stands for Outstanding. There’s never been a more important time to play at an outstanding level.  That means to surround yourself with the best people, strategies, solutions and systems in our industry.  Model your choices on those of top producers.  Duplicate excellence.
  • M – Stands for Momentum. Now’s the time to take the stance that what gets scheduled – gets DONE.  That’s how you build momentum.  By cutting out the things that don’t work. By plugging in new systems and solutions that drive your business in smarter ways.  By blocking your time so that you can streamline your processes – as well as schedule those
    things that help you create balance.
  • E – Stands for Tell Everyone. Once you’ve set your goals for the next twelve months, it’s time to tell everyone. If you’re goal is 10 salable listings in your pipeline at all times or to own a geographic farm – tell everyone you know. Put public pressure on yourself to hit those goals. People will help you when you do. They’ll support you. Remind you. Work with you to make them happen. Then commit to doing whatever it takes to make those goals happen.

Next, remember to be BOTH a Hunter and a Farmer.  Top agents realize they have to both aggressively prospect as well as create opportunities for lead generation by branding themselves in a geographic farm.  In fact, I just spoke with a great new Market Dominator customer, who will finish this year with 100 closings.  I asked him why he decided to use the Dominator to brand himself in the markets he’s going after for the new year.  He told me it was because he needed to raise the bar.  Because he was capable of helping more people than he was currently helping and he was committed to doing that.  That’s why he chose to use the 12 x 15 Dominator as his marketing tool.  It’s a statement that tells potential sellers in his farm area that he’s serious about marketing.  Serious about getting results. Here’s what’s interesting:  90% or more of the agents in your market won’t be willing to make that commitment. Most will continue to do what has always been done and get the results that they’ve always gotten.  But some of you?  Will step outside the norm to create a new normal.  Some of you will raise your standards, raise your skill levels, and raise your commitment. And in the process – you’ll go beyond what’s always been done to develop a career that others will emulate.

Ready to create your new normal and put a plan in place to take 2017 by storm?  Go for it. Remember that we’re here if you need anything.  Call our team at 866-405.3638! That’s what we do best! 

Relationship Marketing Insights with REALTOR Maggie Dokic

By Julie Escobar

Through every conceivable type of market, one thing has always held true in our industry:  it’s a people business.  Call it what you will, mdokicsq-1sphere of influence or book of business, it is the process of staying connected and nurturing those relationships that will garner agents the highest potential for new business and referrals year after year and allow them to stay out of the “where is my next commission coming from” cycle.

To talk about why this is so important, I sat down with long-time ProspectsPLUS! Customer Maggie Dokic to find out what she’s learned through the years.

This is an excerpt from our interview:

Q:  Maggie, can you first tell our readers a little about yourself?

A: I’m a broker owner of a small real estate brokerage in Miami. I am technically a “competing” broker but only because I do sell to my own clients, not because I compete with my agents for business. We all lead generate and create our own business.

Q:  You’ve grown your team and your business considerably through the years, what do you think are the key components to building a solid book of business?

A: Fostering relationships with those who know you and staying in touch with past clients. It’s a known fact that it costs considerably more to get one new client than it does to stay in touch with one you already have. It makes financial sense to do so, plus it’s a natural extension of my personality to stay in touch with past clients!

Q: How important is marketing for you in terms of staying competitive and driving new leads?

A: Whether you’re marketing yourself or your brand, it’s important to ALWAYS be marketing. If you’re not?  Someone else is.

Q:  What ProspectsPLUS! marketing tools are you a big fan of and why?

A: I love the Just Listed postcards and how quickly they can be ordered. I’ve also really been wanting to try the new Market Dominator mailing. It looks amazing. I’ve had a challenging year this year due to personal responsibilities which have prevented me from expanding my real estate business. But it’s on my radar and as soon as my schedule settles down a bit, I’ll be looking into it further.md-nov

Q:  How often do you stay in touch with your sphere of influence?

A: On average it’s at least once a month with a scheduled email, but in reality probably more than that because much of my sphere I see in person either at church or personal events. And a large portion of my sphere is also connected on social media such as Facebook so I connect there as well.

Q:  What activities in your marketplace do you do consistently to support your marketing efforts?

A: Facebook ads for our new listings, open houses, and just listed/just sold postcards.  They all work to drive extra traffic to our site and phone calls.

Q:  Do you have a niche that you specialize in?

A: I’m a firm believer that it’s best to be a specialist and not a generalist. It dilutes your efforts if you try to be all things to all people. That said, my only niche is probably geographical in that I won’t go all over the county for business. I prefer to refer it to one of my agents or a colleague if it’s “too far” for me. Also I do not do commercial real estate, although I have agents who do. I personally prefer to concentrate on residential real estate only.

Q:  What advice do you have for fellow agents eager to create a strong foundation and career longevity?luxury cards

A: Real estate is about lead generation. If you don’t generate new business, you can’t expect to make it through the long haul. Pick at least three lead generating systems and stick to them. For example: Just Listed/Just Sold postcards are a great way to market you, your brand, and your listings.  Staying in touch with your sphere should definitely be another must-do.  ProspectsPLUS.com provides a whole spectrum of marketing tools to stay top of mind with your sphere, without breaking the budget.  And once you’ve sent those mailers?  Pick up the PHONE. It’s the least expensive, and most effective thing you can do. It’s a lot easier calling someone you know rather than a FSBO who doesn’t know you and is likely annoyed at all the agents calling her! Not to say FSBOs aren’t a good source of new business – they are!   

I would also say to focus on one thing at a time and don’t be a secret agent. This is Real Estate 101. Reach out to those who know you and like you, and let them know you’re in the business (or remind them you’re still in the business). People prefer to work with someone they know, like and trust and that’s where you gain the upper hand. Make sure your contacts know you are there for them. And be genuine in your approach. My monthly mailings remind them I’m in real estate. My phone calls, texts, Facebook posts and note cards are short, sweet, about building the relationship – and NOT about real estate are always appreciated. When you do all of these things – when they are ready to list or sell or know someone who is, I know they will remember I’m the real estate professional for them.

Q: You’ve also used a lot of Every Door Direct Mail™ while growing your business – what made you make communitynewsnovthumbsfront4that decision?

A: The cost of EDDM made me realize it was a smart business decision. Knowing that I could reach about three times the number of people for the same cost was a no-brainer. We once mailed to 1,002 homes and the day after the mailers were delivered I received my first call from a homeowner considering selling.

Q:  How can readers reach you if they’d like to send a referral your way?

A: We’re available at www.SpecialMiamiHomes.com and info@SpecialMiamiHomes.com.

Thank you so much Maggie.  We appreciation your generosity in sharing your experience!  You’re terrific and we wish you all the very best.

Want to learn more about driving your business forward, staying top of mind, and growing your referral base? Head over to our Master Marketing Schedule for a steady stream of tools, tips, techniques and ideas.

Need help getting started? Contact our team at 866-405-3638.  

 

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.

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.