Thursday, July 27, 2017

How to Add Ten Extra Transactions Per Year

By Todd Robertson

We know that for a lot of agents, prospecting is PAINFUL.  It’s also the one factor that will keep so many from succeeding.  Why?  They fear it rather than embracing that prospecting is just part of the process.  Every “no” brings you that much closer to a yes.  Every conversation brings you that much more involved in building a relationship with the people in your sphere and farm.

That brings us to the point of today’s article.  Hunting and farming.  There are really three ways you can drive business in real estate:

  1. Wait for it. How many agents do you know who are waiting for the phone to ring? Someone to walk through the door? Or a call from a sign or ad?  Certainly the least pro-active means of getting business and one that will never take you far in this business.
  2. Buy it. Some agents choose to buy the business, using internet leads, ads, and billboards – then WAITING for them to generate interest.
  3. Put a system in place and actively prospecting. In a competitive market such as we have now, this is the only sure way to generate consistent results and income.

The best agents in the world want to get to the point where they do three things extraordinarily well and delegate most of the rest to others. Those two things are prospecting, going on appointments or presenting, and closing.  They also know to get to the top in their markets and stay there they have to be BOTH hunter and farmer.

Hunters aggressively, consistently seek new business and generate leads. They know how many contacts they have to make each and every day to hit the numbers that will take them closer to their goal. For some it might be five live connects with people per day. For others the number may be closer to ten or twenty.  That’s actively reaching out to people such as:

  • FSBOs
  • Expireds
  • Sphere of Influence
  • Business network

Farmers, by contrast, let a system do the work and consistently “touch” the folks in their geographic farm, as well as their sphere with timely, direct response marketing tools every 21-45 days.  When that happens month after month after month, you create the kind of top-of-mind awareness that keeps your name at the forefront with people so that when someone IS ready to buy or sell or knows someone who is, it’s YOUR name they know to call.

What happens when you put a campaign in place, a system in place and never waiver from it, you create opportunities for additional business. You also have a better life, because you know you’ll have business and referrals coming in.

I know agents who are strictly hunters. They are always chasing new business and have never taken the time to cultivate a farm area. I can tell you for a fact that they lead more stressful lives.  They have no idea where the next deal is coming from, or when the next closing will be.  That’s a hard way to go and a tough way to earn a living.  Farmers can count on business coming in. And top agents? They know that their marketing engine, coupled with their hunting skills will generate the number of transactions they need to hit their goals.

The truth is less than 5% of agents own a 20% market share in their areas.  LESS than 5%! What that should mean to you is that there is a lot of opportunity in some geographic areas, or neighborhoods in your market that you should absolutely systematically reach out to starting now if you want to be the agent in your area to defy that statistic.

They key is to have a consistent system in place. That’s why agents love the Market Dominator system.  They don’t have to think about it, worry about it, or do anything. It’s all done for them.  They know every month a 12×15 marketing piece is sent out using Every Door Direct Mail, so that it literally gets in every single door in the geographic area they want to saturate and earn that 20% market share.  Knowing that their marketing is working on their behalf, generating that top of mind awareness, branding them in the market place, and creating opportunities for new business takes the stress off of them.  They put that piece of their business equation in our capable hands so they can then focus on doing those three things we talked about earlier – prospecting, presenting, and closing.

I’ll give you an example.  I got a call last week from a young lady who called and said, “Todd, I get it, I get it!”  I wasn’t sure what she was talking about until she explained that three months ago she got a Market Dominator in the mail and said she thought at the time – WOW, this agent is stepping up the game.  She didn’t think much of it though she shared, because most agents are “one and done” marketers.  Then she got another one. Then this month she got a third. She said, “That’s it – where do I sign up? This guy is taking my market share!”

The thing is that the Market Dominator is exclusive to the agent based on carrier routes.  So that agent will continue to take market share as long as they stay in the system.  She of course, chose another route and is on her way now to dominate a geo farm of her own.  We had another agent call as well who was farming an area, then stopped.  Another agent swept in, claimed that same farm area and started a consistent campaign and started, of course, generating the listings in that area.  The agent that quit was upset to lose ground, but realized that if he had stayed with it – those listings would have been his.  The truth is that results don’t usually ever come from the first “touch”. They happen when you consistently stay in the game, and usually well after the 5th, 6th, or even 10th contact. That’s why it’s important to have a campaign and system that you can count on to not lose momentum.  Left to our own devices sometimes, we get busy right?  We shift our focus. And the ball gets dropped.  Market Dominator customers don’t have to worry about that.  We do the heavy lifting. They focus on prospecting, presenting and closing.

If you’re ready to have a better life – I challenge you to be BOTH hunter and farmer.  As a hunter, make those weekly phone calls, reaching out to the folks in your market that can help you generate quick leads and listing opportunities.

As a farmer, I encourage you to put a system in place like the Market Dominator so that you are cultivating a geographic farm that will, in time, allow you to own a 20% or more market share that will indeed be worth five, ten, or more additional transactions to you per year.

If you want to learn more, give me a call at 702-683-1967 or email us today.

Need help building your collateral materials, sending Just Listed/Just Sold postcards, finding the right free reports for your buyers and sellers, or building a better brand for yourself?  

Visit us online at www.prospectsplus.com or give us a call today at 866.405.3638.

 

 

To Drive Credibility and Customers

By Julie Escobar

Now with 65 different card choices, agents can’t seem to get enough of our powerful Content Card series. There are so many versatile ways of using them.  And in a world where ‘content is king’ – sometimes it’s just really nice to NOT have to come up with your own-right?

Here are five ways you can use the content cards to drive more customer leads, increase your credibility, and present yourself as the turn-to agent to call:

  1. Send one per month to your sphere or farm (or both) to easily stay in touch and brand yourself as an information specialist.
  2. Choose several of your favorites and have them printed and shipped to you to use as leave-behinds in local businesses, as open house collateral, or as fair trade offers when prospecting.
  3. Purchase as a PDF and use as a downloadable item of value on your website.  This allows you to build your email database.
  4. Each one of these is popular subject matter for consumers. Why not channel your inner Toast Master and create some local real estate workshops that you can present to area consumers?  Print and ship the card with the topic of your choice to hand out at your event.
  5. Share on social media.  For many agents figuring out WHAT to say on social media leaves them stumped.  These tools are perfect – with titles like ‘4 keys”, “5 ways”, “5 factors” – you can share one a day during the work week and invite followers to email you for the whole list (and you can send them the pdf you’ve downloaded!

Get started today and kick your fall marketing into high gear!  See our Content Cards, choose your favorites and start driving credibility and new customers!  Oh, and click here to get our latest promo codes and save 10% on your order!

As always, if you need help, contact us at 866.405.3638 – that’s what we’re here for!

Happy listing!

And When Should You Put it Into Overdrive

By Julie Escobar

We are asked weekly by agents all over North America to offer sound real estate advice, and the one that often surprises us is, “When should I stop marketing?”  The answer?  When you leave the business.  Up until then, if you want to do do what’s right for your sellers, business, and bottom line — you’ve got to stay in the game.  Perhaps at different levels during spells of your career – but staying in consistent touch with your sphere and farm is right up there with prospecting, presenting, and closing in terms of generating income and referrals.

“But I’ve sent two mailings and haven’t gotten a call.”  We get it. We’ve even been there.  There are a lot of us on the team that have walked in your shoes listing and selling homes.  Here’s what we know, and what statistics and history tell us –it takes more than that.  One mailing. One phone call. One email — won’t ever get you the results you are looking for. What will?   Staying the course.  With mailings, and phone calls, and emails, and door knocking, and community involvement.  Statistics tell us it takes at LEAST three impressions for a consumer to recognize your name, seven to associate your name with your business, and twenty seven for them to like you, know you, trust you enough to do business with them.  But you know? Most agents stop after three tries, and most transactions or calls happen after five-seven.

So here’s a plan – this month, every month:  Take your targeted message, use direct response offers, stagger your direct mail with your email and CALL your prospects to follow up.  Check out our Master Marketing Schedule for fun “reasons” to call, or stop by every 3-6 months as well and you are well on your way to branding yourself as THEIR real estate professional.

What to send? Here are four ideas to get you started:

Holiday Cards: Every month you can add a seasonal touch to your marketing. Add a greatmessage to the back with free offers for consumer reports, lists of homes, comparative market analysis – or invitation to an event.  Be sure you are following up every few months with a friendly, “anything I can do for you” call.

Call to Action Cards:  These are a great direct response piece to send with free offers and the ability to share timely market-specific content.

Content Cards:  These powerful, content-rich cards have timely topics with the kind of consumer-friendly information that both gives people what they want and sets you up to be a knowledgeable resource in your market.call to action

Scale back or push forward?  As we head into holidays many agents will slow their marketing way down as social obligations gear up.  When that happens, it’s always a good idea to be the agent who takes the opposite approach.  That way, you’ll stay top of mind without any lag in exposure and hit the ground running come January when other agents are just getting restarted.

While it makes sense to look at your business as a whole and carefully measure your return and the necessity of each line item on your budget, what doesn’t 4 ways contentmake sense is to slip into anonymity by eliminating your marketing dollars.  In fact, Billionaire Bill Bartmann, and author of Eight Ways to Recession Proof Your Business recommends quite the opposite.  Slash expenses, indeed.  Take the waste and the “fat” out of your monthly and annual expenditures wherever and however possible.  With one exception:  Marketing.  Bill’s advice is to dramatically expand your marketing plan.  Why?  Simple – the time is now to swiftly capture the market share being left on the table by every other industry salesperson that has gone into conservation mode to the point where they no longer have a viable, VISIBLE presence in your market area.  Keeping expenses lean in every other area of your business will allow you to SURVIVE the storms.  Expanding your budget and actions in the arena of marketing will ensure you THRIVE not just today, but be the front-runner when the market does indeed take the turn for the better.

We all know it’s harder and MUCH more expensive to attract NEW customers than it is to keep and nurture our current book of business.  In fact, according to Gary Keller’s books, Millionaire Real Estate Agent, you can expect to do business with one out of ever twelve customers in your sphere of influence per year if you stay in touch with them consistently!  So, what are you waiting for?  Start making a great impression today, then do it again next week, next month, all year around!  Your business – and your bottom line – will thank you for it.

Want to learn more about how to generate the right leads for your business, thrive in ANY economy and make a wonderful first, second and twenty-seventh impression?  Visit Master Marketing Schedule today. It’s filled with new, innovative and outside the box ideas each and every month!  Need help?  Our marketing team is top of the line at 866.405.3638 and ready to answer your questions or help you create the marketing piece that’s perfect for your market.  

How Some Agents Are Using This Tool to Get More Listingsreal-estate-door-hangerswe-have-buyers

by Julie Escobar

If there’s a tool that’s literally been ‘around the block’ (probably millions of them to date!) it’s the Real Estate Door Hanger.  Why?  They work.  They catch attention. They a great reason to canvas.  And they  are an easy-to-use leave-behind for potential clients.

Many agents are eager to get back out and work their neighborhood farms this month so we thought we’d share a few strategic tips other agents are using to help garner more listings and increase their market share.

1.  Content is key.  One series of door hanger that’s really popular with agents right now is the real-estate-door-hangers-expiredListing Inventory Series, designed specifically to help agents find more sellers.  But we also have hangers for FSBO’s and Expireds, which are handy to have in the car when you come across a FSBO that just popped up, or see an expired come off the market that’s close by.  You can use them to brand yourself, spotlight a new listing, advertise an open house.  The possibilities are endless!  Get creative! 

2.  Include a call to action.  Many times, agents will put a lot of time and energy into getting their message just right, and forget to direct their prospects as to what they want them to do.  With ANY marketing piece, always be sure to have a call to action that’s simple and direct!

3.  Keep them readily available.  Many savvy agents keep a ‘rolling tool chest’ in their trunk.  Filled with the forms they need on the fly, objection handling brochures, extra business cards, listing agreements, presentation folders, and door hangers.  That way they, just like the scouts, are ‘always prepared’.

4.  Going door to door?  Know how many homes are in the neighborhood you are canvassing, real-estate-door-hangers-get-your-home-soldbut don’t try to do it all at one time if you are flying solo.  You can visit our EDDM page here and look for the link on the right to choose your carrier route.  Even if you’re planning to use the door hangers and not Every Door Direct Mail – this is a handy tool to find out how many homes are in a given area so you’re sure to order enough door hangers! Wear your name badge, some comfortable shoes and your best smile and get out and meet some people!

5.  Timing is everything.  If you want to just get the hangers on the door without ACTUALLY talking to very many people, mornings (right after people leave for work) are good.  If shaking hands and making connections with potential sellers and buyers than early evening is good after people have made their way home.

6.  Make a block party of it!  Get a group together!  Take your team along for the day and break the canvassing up in a grid to lighten the load. Start at your local Starbucks for a caffeine fuel first and share your door hangers with the customers there!

7.  A little PRE-canvas legwork.  If you are planning deliver door hangers to a neighborhood or neighborhoods, it’s a good call to warm things up a little by sending postcards with your name, picture and information first.  That way when you are meeting face-to-face, consumers will be more likely to recognize you and realize you’re there as the ‘neighborhood expert.’  If you’re using the listing inventory door hangers, we have Listing Inventory Postcards that compliment them nicely. Find them here!

These are just a few great ways agents are making door hangers part of their marketing plan. They are a great addition to your spring or fall marketing – because of their low cost and high impact.

From Your Desktop Computer You Can Browse All Our Door Hanger Templates by Visiting: Prospectsplus.com/DoorHangers 

Need help?  Give our team a call at 800.287.5710 or click through to see the variety of terrific options for Real Estate Door Hangers that we have to offer!  

The Sum of Small Things

by Julie Escobar

The market is hot and competition is hotter.  One big secret to success is to stay top-of-mind with your book of business.  And while that doesn’t have to be a HARD process – it does need to be CONSISTENT.  That got me thinking about one of Floyd Wickman’s quotes, “Great results are the sum of small things, done well, repeatedly.”  Boy isn’t that the truth?  I once asked Floyd to expand on that a little for us – and here’s what he had to offer:  “That’s one of my favorite sayings too, and it’s so true.  In fact, nothing defines that more than a commissioned salesperson picking up the phone and making a simple call to folks in their book of business—even if for no other reason than to say hello.  There is no higher thing they can do to shift their results in this business than to create those conversations.  In fact, in our courses we teach agents that for every 12 conversations they have, they can expect a referral.  To me, that’s the number one way to stay top of mind AND build your business.”

Great advice.  Floyd also shared that you can’t ‘nurture’ everyone.  So every agent should have two lists – one which is their book of business – those folks you are building a relationship with over time.  Your second list should be your database. That’s a list of everyone who’s ever inquired, been on your mailings lists, or internet leads that you can send drip campaigns to until they are ready to make a move. Your database is your least expensive list to market to – but it also yields much lower results than your book of business.

So number one?  Take Floyd’s advice.  Pick up the phone to everyone in your book of business.  Decide how you want to break that up – 10 a day, 20 a day or as Floyd used to say, “Call until you get one.”  Block off that time just as critically as you would a listing appointment – because it IS that critical.

Number two?  Get out of stealth mode. I can’t tell you how many agents rarely leave the office or their homes but call us to say – how can I get more business?  Get OUT there in your community and get noticed!  Take part in charity drives, school events, and host Q & A sessions at the local library or coffee shop.  The more contentVISIBLE you are – the more likely people are going to say YOUR NAME when asked if they know anyone in real estate!

Number three?  SEND them something tangible.  For all the obvious reasons, we’re fond of direct response mail postcards– because they are easy to order, quick to send and don’t take up a lot of your valuable face-to-face or voice-to-voice time with prospects and those in your book of business or sphere.  Monthly holiday cards, recipe cards, newsletters, or our content cards are a great ‘touch’ each month that are budget-friendly, can be ordered in minutes, and allow you to stay top of mind.  Keep things mixed up as well. Check out our Master Marketing Schedule if you haven’t already for some creative and way outside the box ways to get in front of your clients in ways that are sure to have you REMEMBERED!

Number four?  Be HYPER-LOCAL.  There’s a reason this term is all the buzz right now – it’s because it is
EXACTLY what consumers are looking for in their resources. Home buyers and sellers need to know what is happening right there in YOUR market – rather than just get sucked into the national news of what’s happening nationwide or even globally.  What are prices doing in their neighborhoods?  What’s happening in the schools in your area?  What new businesses are coming in or closing?  Who are the trusted resources, business or service professionals in YOUR area that they can call.  Start being the one to consistently deliver THAT kind of information – and your name, brand, reputation and referrals will skyrocket.

Number five?  Expand your reach.  If you’re not saturating the neighborhood or market area you want to dominate, then turn to Every Door Direct Mail (which gets you literally into every mailbox).  Our Market Dominator System is becoming quite the differentiator for agents across the nation.  In fact, one agent just shared this experience with us, The monthly ordering process is easy. Some months I simply upload my photo and company logo and submit the already created newsletter. Other times I customize it. Either way, the newsletters are distributed to 527 of my neighbors. Over the 11 months since I started, the EDDM marketing pieces have resulted in 5 listing appointments. This month, I have a seller preparing their home to list with me and received a buyer referral from a neighbor who receives my newsletters. It’s great to see some fruit from the seeds I planted.” Our advice? Follow his lead and plant those seeds! 

Now, what are you waiting for?  Get out there and start getting your name, business and face recognized as the incredible real estate resource you are!  And if you need help – give our team a shout at 866.405.3638 for systems that can help you do all of that and more!