Saturday, May 27, 2017

A Formula for Success

By Julie Escobar

In today’s market (or any market for that matter) – if you’re not out there networking, making calls, reaching out to your sphere and farm, being PRESENT in your marketplace and even knocking on doors – then you are leaving your success as a real estate agent to chance.  The truth is?  It’s not LUCK — it’s LISTINGS.  And listings are STILL the name of the game.

So what are three things you can do to drive listing inventory in your market? 

Listing Inventory Cards

STEP ONE – SEND:  Use a direct response postcard or flyer to the folks in the hot-turnover neighborhoods or even those that are right on the cusp of turnover.  Let them know that the buying market is HOT and the time to sell is NOW.  Be sure to send any marketing you choose in increments of at least three.  (Remember that 3-7-27 rule – it takes 3 contacts for someone to recognize your name, 7 to put your name with what you do and 27 to become a brand or household name in the minds of the consumer.  Most transactions happen after FIVE contacts.) We’ve got a terrific series that speaks directly the mindset of sellers in this market called our Listing Inventory Series.

STEP TWO – CALL: Here’s where a lot of agents either fall down on the job or lose their muster.  Call people?  Talk to them?  Yikes!  Can it be nerve wracking for some?  Sure.  Will you get ‘No’s”? Absolutely.  But the numbers are in your favor.  If you call enough people, make enough contacts, you’ll get a yes. And that yes can turn into a listing and a listing into a sale and a sale into a commission – so no leaving it to chance.  Make a contact! (Or twenty, or more…)

Here is a sample dialogue  to help you get started:

  • Agent: Hi, my name is _____, and as you may know, our market is on the move and we’ve got more buyers than we have listings.  Have you thought about selling your home now or in the near future? 
  • Seller Question:  How much do you think I could get for my house?
  • Agent Answer (a la Floyd Wickman):  I don’t know, I haven’t seen your house yet, let’s get together!

STEP THREE – SEE:  Don’t knock the idea of old-fashioned door knocking!  Getting out there and visible in the neighborhoods and communities you are eager to service and become a brand name in is just good business.  Why?  It’s personal.  People can put the face with the name.  They can see that you are committed to making an impact and you get a chance to get the real lay of the land.  Door hangers or even shell-printed postcards are a great leave-behind for those who aren’t home – and a nice collateral piece for those who are.

I challenge you to take these three steps to grow your listing inventory, your market share – and your confidence!  Be consistent with it at least once a quarter and you’ll reap the benefits for years to come.

Want to learn more about how to drive listing inventory and build a stronger market share?  Visit us online at www.prospectsplus.com or call our marketing team today at 866.405.3638!  They’re terrific at helping agents figure out exactly what they need to market themselves in a budget-friendly way! 

Putting the Pieces in Place to Out-Brand, Out-Market, and Stand Out in a Geographic Farm

by Julie Escobar

The savvy agents? Are out there in their neighborhoods, and in their communities and in this powerful age of information. Top agents are presenting themselves as the resource they know can and will make a difference in terms of how they make decisions for their families.

So, how do you brand yourself as that resource?feb dom front

1. Consistency & Content.  Farming a geographical area is a time-tested, proven method for garnering new listings and referrals.  Yet for many agents, the what (what to send, say, create), the when (how often) and the cost (that one speaks for itself) has stopped them from farming consistently.  Maybe a mailing here or there, but nothing that will truly help them become a brand name in a market area.

That’s why we created the Market DominatorSM. We’ve got the ‘what’ and ‘when’ buttoned up for you.  Each month we have two powerful, consumer-centric articles on the front, bright, eye-catching info-graphics, engaging direct response offers, free reports that can be used as fair trade items, fun conversation starters, and a timely agent message.  On the back we have content-rich articles and ideas that consumers love to share.  All of this in an attention-grabbing 12 x 15 poster that is delivered to EVERY home in the farm area, EVERY month, via the cost-saving Every Door Direct service from the USPS.

2.  Get out of stealth mode.  We recently viewed a video from a powerhouse agent and coach who challenged her coaching members and agents world-wide to get out from behind their computers and out – front and center in the communities they are services.  Social media is an amazing place to speak one-to-man, and develop powerful agent-to-agent referrals and connect with your sphere — but nothing — NOTHING will ever take place of meeting and greeting the folks in the neighborhoods you serve.

Our Dominator customers know that owning a market is like peeling an onion – there are many, many layers to it. Door knocking, canvassing,  Q&A sessions at your local market, coffee shop, or library, open houses, charity drives, school sponsorship participation — all of it helps consumers put your face with your name, your name with your business, and helps brand you as THE community resource they can turn to get information.

3.  Beef up your collateral (and sell yourself).  What do consumers also want to know about the agents they five tipswill choose to help them with one of the biggest financial transactions of their lives?  Your RESULTS.  Fire up those Just Listed and Just Sold postcards – share statistics and testimonials, showcase what makes you unique and how that benefits THEM.  Use door hangers, and free reports to extend your reach, and the extra Dominators that are sent to you to show potential sellers how you are going the extra mile to ensure that every home you list is sold as quickly as possible and for the highest price available.

In the WIIFM (What’s In It For Me) Channel that folks are tuned into every day – they want to see these two things:  RESOURCES & RESULTS.

National speaker and coach Todd Robertson shared this thought, “As the market heats up the great agents in the country and those on their way to becoming great are very focused on three things:

  1. Qualifying people stronger then ever before
  2. Separating themselves from competition
  3. Having a consistent campaign in place to farm and create passive income for years to come. This is simple. Yet not always easy. Simple because most of your competition will not commit to an area for any real length of time. Simple because we have seen the results of at least 10 percent market share first year. 20 plus percent the second year.

The truth is that it’s not always easy because you have to believe in yourself. Believe in your selling skills and most importantly believe that you deserve to be wildly successful. It all starts there.”

Most agents?  Won’t commit to geographic farming.  “It takes too long.” “It costs too much.”  The two biggest ‘reasons’ for not jumping in.  That’s good news for the agents that do.  It means that they fall into that 93/7 rule.  They will be the 7% of agents ruling their markets while the other 93% continue ‘one-and-done’ marketing or worse, no marketing, just chasing the next deal.  Chasing the next commission is not a fun way to earn a living or live.  Our industry is a treasure trove of opportunity.

It’s one of the few where you have zero cap on how much you can earn or how far you can go regardless of gender, race, religion, geography, history – anything.  It does take a little planning, a little courage, a little consistency, a little skill building, a little stick-to-it attitude, and the right tools.

This month commit to being part of that 7%.  Fire your business up on all cylinders.  Work your sphere, your farm, and your niche – each month — EVERY month.  The results? A career and life that IS fun, exciting, rewarding, and anything you want it to be.

Questions about how to DOMINATE in your market?  Call Todd Robertson 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.

 

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! 

Tracking on a Tech Business Chart Art

Taking the Guesswork Out of Real Estate Marketingtrack it

By Julie Escobar

You’ve got to love technology right?  As real estate professionals in today’s competitive world, every marketing step counts – and every marketing dollar is important.  We get that.  That’s why we put systems in place to track 100% of all postcard and mailing orders.  That way, you know what’s been delivered, when there’s an issue and exactly when you can start following up on your important real estate marketing mailing.

Here’s a quick video to show you how it works:

As you kick your marketing and momentum into high gear – here are four things you should know:

1.       Track My Mail is a Resource You Can Trust.  We know that every dollar counts and you want to know that your marketing is not only being sent, but is being delivered.  We want the same.  Every time you place an order, you will be sent a link when that order is shipped so you can track your mail every step of the way. When we deliver it to the post office, when and where it’s routed, and when it gets delivered.  That way you’ve got total confidence that your marketing is working for you. There’s no extra cost, no fuss, no questions.  We’ve got you covered.

2.       There are LOTS of options available.  Marketing is a big decision for agents today, and budgets are a jl-cards-2giant factor.  We’ve got tools that can match any budget, and can help you reach as far or as limited a target as you are comfortable with.  From Every Door Direct options that allow you to blanket entire geographic areas, to Just Listed/Just Sold Postcards which are a foundation for any real estate marketing plan, to the collateral pieces you need for fair trade items, blog fodder, consumer friendly website downloads and presentation content and more.  We can work with you one-on-one to meet your budget and extend your reach with ease.

3.       By real estate professionals for real estate professionals.  With our organization, you’ll know that your marketing is being written and produced by people who have long ties and experience in this industry we love.  We’re constantly watching market trends so we can keep you on the cutting edge when it comes to always having tcommunitynewsnovthumbsfront4he right piece for the right person at the right time.  It’s the difference – that makes all the difference.

4.       Totally editable.  We get that creating is HARD and clicking is EASY.  That’s why we try to do as much of the ‘heavy lifting’ as possible so that when you choose your marketing materials  – be they real estate postcards, newsletters, flyers, brochures, or even kits – you don’t HAVE to change a thing if you don’t want to.  You can simply have our system apply your contact and profile information and go – but if you want?  You can totally change whatever you like.  Change the words. The images. Upload your own piece even.  Flexibility is key in today’s busy world.  You have our commitment to continuously make that an easy solution.

Get started today!

We know that a successful agent is a busy agent.  And time – is really of the essence.  So giving you the options, materials, resources and support you need  is our top priority.  Call us today at 866.405.3638 and speak to one of our marketing professionals about building your book of business this year. We’ve got just what you need to succeed.

Then Putting the Who, What, and When Together

By Julie Escobar

As we head into the final months of the year, a lot of agents are already wisely getting into planning mode. One sticking point that stumps a lot of real estate professionals is building the right marketing lists to fuel their pipeline of business.  Let’s take a look at some simple strategies to put into place:

Sphere, Farm, Niche – it’s the real estate agent’s version of lather, rinse, and repeat.  Success in this business stems from staying in touch, staying positioned, and top of mind for the folks in all three.  I’m often asked by agents, “Where do I start?” The obvious is ‘the sphere’, aka – your sphere of influence or book of business.

Now, if I had a dollar for every agent that said ‘no” when asked if they had ever taken the time to actually put their sphere (those people that already know you, like you, trust you, and would do business with you) into a database, I could buy a very large piece of property – like an island or something! So don’t let yourself fall into THAT category! Savvy agents understand that their best customers, are the ones they’ve built and nurtured relationships with consistently.  Who should be in in your sphere?  Family, friends, neighbors, colleagues, past clients – and all those folks whose lives you touch and touch yours back. businessbase

Sphere:  For a list of 250 people that SHOULD be in your book of business, download a pdf of our BusinessBASETM at no cost today.  Then make THIS the week you make putting YOUR sphere into a working, viable, referral-generating database.  Need help inputting all the data?  There are lots of college students home for the summer already that would be perfect for that kind of task.  Or hire a Virtual Assistant for the project.  Your highest and best use of time is prospecting, presenting, and closing – so gather up the data – and delegate it to someone to make it happen.

Four great marketing pieces for your sphere:

  1. Holiday postcards – there’s something every month that can be sent as a friendly hello.
  2. Recipe cards – many agents swear by these as customer ‘keepers’.
  3. Newsletters – these powerful tools are perfect for connecting with your sphere.
  4. Content cards – these are content-rich, consumer-friendly postcards filled to the brim with valuable information that people love.

Farm:  Pick an area – but not just ANY area.  I asked Coach Todd Robertson for a little how-to advice for map my mail dataagents on choosing the right farm area for them.  He shared, “I work with a lot of agents to help them really fine tune what area they want to market.  Even if you find a geographic farm that you think works for you location wise with commission-friendly price ranges, you still need to be mindful of two other factors:  The turn-over rate, and the competition.  Ideally, we want to help position you to receive a 20% market share in a geo farm. If you start in a farm where another agent already has that or higher, you’re going to work much harder and have to be at it longer to see the results you’re seeking.  Finding an area where any one agent has less than 10% market share is preferable, or if you see an area where a previously aggressive agent has slowed or stopped their marketing.  In terms of turnover rate, ideally you want a one that is at least 10-15%.  You can easily determine the turnover rate by dividing the number of homes in the farm by the number of homes which have sold.”  That’s a great starting point.  So take a snapshot of your market area – look at the neighborhoods that may fit that criteria close to you, then use our MapMyMailSM system to easily capture mailings lists from those areas.  You can choose a radial search by address, or choose to search by zip code or counties. Talk to your broker, look at your options – then map out your marketing list! Once you have that – then remember to stay CONSISTENTLY in touch with these folks – month after month.    For a great read and more tips from Todd – read The Smart Scoop on Geographic Farming.

Three great tools for connecting with your farm:

  1. Neighborhood Update/Free Offer series: People want two things: to know the agent they work with can get results – and that they have the resources they need.  These cards present you as the agent with both!
  2. Listing Inventory Series: These postcards speak to the mindset of potential sellers with the right questions and direct response offers.
  3. The Market Dominator: For agents serious about dominating a geographic farm and earning a 20% market share.  This powerful, direct-response piece is 12×15 and attention grabbing.  It also takes advantage of Every Door Direct Mail, so the cost is even more affordable.

Niche:  Top agents don’t stop at just marketing to a sphere and farm. They specialize in a demographic that resonates with them.

Here are some ideas for working a niche:pp demographic search data

  • Investors: Use our MapMyMailSM – choose the demographic search option, then custom, then choose records with a household income of $150,000 or higher.  You can also look for REI or REIA websites to learn more about real estate investors.   Use our Investor Series postcards to reach out to these lists each month.
  • FSBOS & Expireds: There are great services such as LandVoice that offer data for FSBOs & Expireds in market areas all across North America.  Use our 7 Series for FSBOs or Expireds – send 3-7 postcards in rapid succession (every 3-5 days) as soon as you see a new prospect for these demographics, offer a free report such as 5 Factors That Cause a Property Not to Sell, and follow up after you’ve sent the postcards with a direct response offer.  Offer to perform a Merchandising Review to ensure that the home gets sold for the best possible price in the fastest possible time.
  • First Time Home Buyers: Use the MapMyMailSM system to find local renters.  Offer a variety of free reports such as How to Save for a Down Payment, or Top Ten Checklist for Choosing an Agent. Send our First time home buyer/renter series of postcards monthly with a fair trade offer to connect.
  • Seniors: You can use that same MapMyMailSM technology to find Baby Boomers and older.  Send our Senior series of postcards to these fine folks!
  • Get creative: From motorcycle enthusiasts, to local sports team members, to boaters, to farmers, and everything in between.  Finding the group of people that you really connect with and would love to serve and work with is a great way to get continuously better as an agent and build a powerful referral network.  You can edit our holiday, inspiration, recipe, content cards, or even image series to alter your message for each and every demographic.

We also have powerful Specialty Data Selects Using Nielsen’s PRIZM Codes available on the site to help you tap into incredibly detailed data segments to help make their marketing easier – and more effective. What is PRIZM segmentation? According to Nielsen, “Segmentation links your customer data with household-level and neighborhood-level demographics, syndicated survey and primary research data to reveal exactly what types of consumers are currently using your products or services. Any customer files, lists or survey data with complete addresses or at least a ZIP code can be coded with Nielsen’s segmentation systems. This allows you to identify your best prospect segments with the greatest efficiency for effective marketing strategies that align with marketplace demands.”

Smart, right? So what does that mean to YOU as a real estate professional? It means that marketing just got more interesting. See our Nielsen PRIZM options here.

For all three marketing avenues – your sphere, farm, and niche – be sure to connect every 28-45 days consistently to ensure that you maintain that top-of-mind awareness.  Armed with your database and marketing materials, and a reminder system to FOLLOW up with the folks in each will give you the competitive edge in your market that will allow you to develop and maintain a long and prosperous career.  Ready, set – GO!

Need help getting started? Contact our marketing professionals today at 866.405.3638.  They are an amazing resource – and they truly care about your success.  Happy Listing!