Sunday, June 25, 2017

Savvy Agents Choose the Right Continuity Program for Their Market

By Julie Escobar

One thing is a certainly a constant in our world – and that is that people are creatures of HABIT.  They want predictability, comfortable decisions and easy choices – especially when it comes to who they CHOOSE to do business with.  And with a market where competition is fierce and marketing dollars tightened, savvy agents are making smart choices of their own in terms of the continuity systems and tools they are using to engage their sphere of influence or geographic farm consistently, month-after-month.

Top-of-mind awareness doesn’t just happen-right?  (Wouldn’t THAT be fantastic?)  Instead, it’s something we have to work at.  But the truth is, top salespeople know that to make the most of their talents and skills and earn top dollar – they should be doing what THEY do BEST – listing and selling homes.  Getting face-to-face and voice-to-voice with buyers and sellers.  NOT necessarily writing and designing mailers, schlepping down to the post office themselves.  But the marketing HAS to be done.  The brand awareness has to be built and the influence has to be developed and earned in that sphere.

Why?  Statistics show that 90% of real estate buyers and sellers come from the following:

  • 48% choose someone they already know (the relationship has been built)
  • 24% choose an agent based on a referral or word of mouth
  • 12% from a listing call or for sale sign
  • 6% from open houses

So if you’re NOT building that relationship – you will be battling it out with the other agents for that leftover 10%.  (And that’s just no fun – and low rewards!)  So let’s look at a system that’s easy, manageable, doesn’t take a boatload of your time and gets your sphere or farm engaged – what do you say?

ProspectsPLUS! has been a leader in helping agents serve up the right messages to their right market segments at the right time – and that includes writing some of the best-read newsletters in the industry.   And this year – we’ve taken our newsletters and put them online so that agents just like you can, in just a matter of minutes, use these powerful continuity tools to stay in touch CONSISTENTLY with that VERY IMPORTANT 90%!

[youtube http://www.youtube.com/watch?v=F8K1JMHMJSk]

What makes our newsletters the tool of choice for so many agents?

  • They’re done for you.  While every newsletter is COMPLETELY EDITABLE – in other words – you can change anything you want in terms of copy.  You can add your own spin, market statistics, personal note or invoke your own personality but when time is of the essence and you just want to get it checked off the list – you’ve got a template that’s ready-made with everything you need to capture your customer’s attention.
  • They’re compelling.  We put in the time, effort, energy and RESEARCH to create newsletters that get READ.  Interesting headlines.  Topics that are timely.  Articles that enter the conversations going on in the minds and households of consumers today.  Fun facts people can share with friends or online in the social media platforms.  News they need to know.
  • They’re DIRECT RESPONSE.  Meaning all throughout the newsletters, you’re giving customers or potential customers persuasive reasons to contact YOU.  They offer items of VALUE.  Engage them with smart questions that invite people to call you for answers.
  • Space for sponsorship.  Many agents use the ‘editorial’ section on page two of their newsletters to feature a sponsor such as a title rep, mortgage lender or real estate attorney.  This allows them to spotlight a trusted resource – and either share in the cost of the monthly newsletter – or in many cases- get them paid for completely by the sponsor.  That’s a win-win-win for everyone.  The sponsor gets recognition and builds a relationship with a trusted REALTOR, the agent gets their marketing paid for and has the ability to CONSISTENTLY reach out to the sphere or farm and the consumers get information that’s engaging, timely and of interest!
  • They’re AFFORDABLE.  You’ll find all of ProspectsPLUS! tools and solutions always competitively priced and newsletters are no exception.  Sign up for your FREE account online and you can preview our pricing matrix based on quantity and shipping options.  Just visit newsletters.prospectsplus.com today.
  • They’re EASY.  Who has time for frustration in today’s world?  Once you’ve created an account, added your personal information and photos – the rest is a piece of cake.  With all the content already done for you – it couldn’t be simpler.  And if you’d like a helpful hand to walk you through the process or help you decide – contact our team at 866.405.3638 today. They’re always eager to assist!

If you’re in the market for a continuity program that makes your job easier, your production and market share INCREASE and that’s easy on your budget – check out newsletters.prospectsplus.com today.    We’ve even added a step-by-step video for you so you can see for yourself how easy it is!

Happy marketing and remember – we’re here if you need us!  Just call our team today at 866.405.3638. 

A Broker’s Perspective…

By Julie Escobar

I had a great time catching up with San Diego Broker Lee Henderson recently who was excited about his first time using the all new Every Door Direct Mail™ system by ProspectsPLUS! He was kind enough to share his experience with us.  Read on!

Q:  Hey Lee!  So, you took the leap into EDDM™ – there’s so much talk out there right now about it – what was the deciding factor for you?

A:  Well frankly, COST.  When I first heard about a solution that dropped the postage rate down to 14.5 cents per piece to saturate a market – I figured, I’m in!  That’s definitely worth a shot.  And it certainly was.

Q:  You’re using it to market a very high end listing-correct?  Tell me a little about that.

A:  It’s a high-end beach community that I plan on becoming very active in. I’m using this listing as an introduction to the community. It’s a way for me to demonstrate a higher level of marketing expertise.  I used EDDM™ to get in the door to more than 500 homes for an open house.  I was thrilled when I had a terrific turn out for the open house, 11 of which came with the mailing in their hands.  It was also a great conversation starter for a few of the neighbors who came out while I was picking up open house signs who told me they had gotten the mailing and they were curious about the asking price and wanted to know more.

Q:  Wow – that’s great Lee.  Tell me, how easy did you think the system was to use?  Which delivery method did you choose and why?

A:  It couldn’t have been easier!  I chose to have everything shipped to me and I delivered to the local post office so that I could better control the delivery date and take advantage of the 14.5 cents postage.  Everything arrived right on time and I was thrilled at how efficient everything was.  I then took my paperwork and mailers down to the post office first thing in the morning and asked them when I could expect it to go out.  To my surprise they said it would be out for delivery the next day!  WOW.  Unlike the bulk mailings I’ve done in the past where you NEVER know when your information will be delivered – I was getting next day delivery service for 14.5 cents!  You can’t beat that!

Q:  What other ways would you consider using EDDM™ to market and brand yourself in your area?

A:  I truly believe we are going back to the future in real estate marketing with geo-farming! EDDM™ makes it very cost effective to do repetitive direct mail to your farm CONSISTENTLY and that really is the key.  To make an impact and become a brand name in a new market you’ve got to be consistent and visible.  To send 15-18 mailings a year in the past would be pretty cost-prohibitive for many agents.  But when you look at paying a fraction of that with this new system – it just makes sense.

Q:  Would you recommend the system to others and why?

A:  I sure would.  It’s a turnkey solution and allows you to control the delivery date and the costs.  It’s just so darn easy!  What’s great is that when you use this in conjunction with your social media marketing – it really makes an impact.  Just as I can narrow down my direct mail geographically with EDDM™, I can do the same thing with my Facebook ads, narrowing down my targeted audience by zip code.  It’s perfect for getting my name, number and branding out inexpensively and effectively!

Q:  Great advice Lee.  What else would you say to agents interested in using the EDDM™ system?

A:  I would tell them to do their homework.  Really take some time to figure out what carrier routes will work best for you.  Get the routes from the site that you think are good and go out there and drive them so you can make the best informed decision for your business.

Geo-farming works, and works well.  In fact, what you do now will affect where your business in the fall, the winter and even next spring will be coming from.  Get started soon and stick with it and you’ll reap the rewards for years to come.

Thanks Lee for your time and your insights.  I wish you great luck and re-connect with us in the future for more great success stories.  If you’d like to connect with Lee online – you can follow him on Facebook at www.facebook.com/lee.henderson.3956.  While you’re there – don’t forget to follow us as well for the latest and greatest news on how we can help you grow your business at www.facebook.com/prospectsplus.

To learn more about how to choose carrier routes yourself or how the all new Every Door Direct System works – visit www.prospectsplus.com/eddm/.  Need help?  Call us at 866.405.3638 today!