Thursday, September 21, 2017

Your Bottom Line Depends On It

by Julie Escobar

An agent’s ability to earn consistently and continuously earn referrals is in direct proportion to their willingness and ability to stay top of mind with their sphere and farm.

Consistency. Since the beginning of real estate there have been agents that send one or two massive mailings and when they unsurprisingly get no results, stop marketing.  Many others take the “holiday” approach to staying in touch by sending an annual holiday card in the hopes that they are remembered. Both of these approaches are a waste of time, energy and valuable marketing dollars.

To stay ahead of the curve, you should be in contact with your sphere of influence at least every 30-45 days. Using the popularlisting-inventory send-call-see approach (part of our free BusinessBASETM), you can easily set up a system for contacting your VIPs each month. Send a postcard, letter, newsletter, flyer, novelty or note one month.  Many of our customers find the Listing Inventory Series, Content Cards, and Market Dominator among their favorites.

One other series that is growing in popularity is one of this month’s Master Marketing Schedule tip which are our Call to Action Postcards which include powerful direct response offers call to actionthat help make your phone ring!

Once you’ve gotten in the habit of “touching” your sphere and farm once a month, be sure to deploy the call part of send-call-see.

Call with a friendly event reminder, helpful hint, or just to say hello the following month. During the third month, arrange to see them via a networking event, social gathering or quick in-person visit (with notice, of course) where you drop off a small token, informational item or card. Then start the “rotation” over again. Such consistency creates vital ‘top-of-mind’ awareness that often becomes “the key to the kingdom” when growing your referral base and creating a reliable income.

If you’re not sure where to start, our popular Master Marketing Schedule shares monthly Action Items that agents tell us help them stay consistently on track.

SEND-CALL-SEE.  Be the resource they need and want in a time where consumers have LOTS of questions regarding the value of their property, their buying power, investment opportunities, and what’s happening in their market.  You’re not bothering people – you’re providing a SERVICE.

What can you SEND?

What can you SAY when you CALL?

  • Hi.  I have buyers, the Smiths (insert real names!), that are looking for a home in the _____________ neighborhood, and I wanted to know if you’ve ever thought about selling your home or know someone who is so I can help this nice family find what they are looking for?
  • Hi!  Just checking in on you! We’ve got a lot of activity in our market, and I thought you might have some questions—do you?
  • Is there anything I can do to help you?
  • I’m expanding my business and I could use your help…
  • Have you thought about selling your house now or in the near future?
  • Have you been receiving my information?  Any questions?

What do you do when you SEE them? 

  • Create opportunities for appointments
  • Take someone to lunch
  • Attend a neighborhood block party
  • Organize a charity drive in the community
  • Sponsor a free workshop and invite everyone to attend
  • Get out there and be visible in the community you’re servicing
  • Walk your farm and start making friends

Working ON your business requires dedication and a commitment to the activities that earn you top dollar and allow you to “feed” the career you’re building. Never lose sight of the fact that prospecting, presenting and closing should always be at the top of your list.

Visit http://www.prospectsplus.com/ to get your FREE copy of our BusinessBASETM (Plus learn the 250 people who should be in your SOI), and be sure to bookmark our Master Marketing ScheduleTM .

Go for it. Remember that we’re here if you need anything. Contact our team today at 866.405.3638. 

In Your Geographic Farm Area

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.
  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…
  • Pick the absolute right area. Don’t just choose your carrier routes or neighborhood without doing your homework.  Not long ago, we invited our friends from Benutech and ReboGateway to join us for a webinar in which they taught our customers how to use turnover rate, sales price, homeowner to renter ratios and additional data to find the right farm. You can watch it on demand here:
  • 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. That’s where the Market Dominator becomes your differentiator. Done for you content. Consistent delivery. Directly to your farm.
  • 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 and learn how the Market Dominator can give you the competitive edge, 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 www.prospectsplus.com or give us a call today at 866.405.3638.

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!  

To Reach More People In Your Sphere and Farm

by Julie Escobar

Agents often ask us for ideas on what to send and when. We’re happy to help so they can get back to what they do best:  Prospecting, Presenting and Closing.  We know there are LOTS of option to choose from, and no real one-size-fits-all. That’s why we put new marketing tools on the site each and every month.  It’s also why we have over 1,000 postcards in the standard-size alone, and thousands more in Jumbo and Panoramic.

What we’ve found is that postcard marketing makes it easy for agents to “pull the trigger”, get their marketing ordered and move on to the next task. Expediency and ease are two factors that agents tell us are important to them.  The fact that the content is done, customization is easy and data is readily available to create marketing lists all help make the process quick and easy.

One series that’s really popular right now is the Listing Inventory Series, because it highlights the need for more listings!  Agents love having a series that has a wide selection because they can send month after month to your sphere and farm with consistent branding and similar messaging.

Here are some suggestions for the next three months using this series with a little bit of a twist! Pairing a
postcard with a Free Report Offer is a great way to offer something of value, brand yourself as a resource, and get people to pick up the phone or text you for the offer.  

March:  Send the Buyers are Waiting postcard from the Listing Inventory Series. When choosing a back, choose the “Standard Back with Message” option so you have a little more room.

Change up the front if you like, and on the back, change the copy to say something like:

There’s never been a more important time to have resources you can count on when it comes to buying and selling a home.  We currently have more buyers than listings, which makes them motivated to pay top dollar while interest rates are low and demand is high. If you are interested in selling, or know someone who is, please call or text me today at (your cell number) to get a copy of my Free Report: 5 Tips for a Smooth Quick Home Sale.  

April:  Send the Take Advantage of the Market postcard. Again, choose “Standard Back with Message” option so you have a little more room.

Change up the front if you like, and on the back, change the copy to say something like:

Timing is everything in the real estate market, and the time to get more for your home is right now.  We currently have more buyers than listings, which makes them motivated to pay top dollar while interest rates are low and demand is high. If you are interested in selling, or know someone who is, please call or text me today at (your cell number) to get a copy of my Free Report: 9 Strategies for Getting Up to 17% More for Your Home.

May:  Send The Big Question postcard, and change up the back message to:

Selling your home is a big decision. One of the biggest for most people.  You’ll want to make sure you have every question answered before diving into this competitive market. I can help. If you are interested in selling, or know someone who is, please call or text me today at (your cell number) to get a copy of my Free Report: 5 On the Money Reasons to Use a REALTOR. 

Get the full impact from your marketing tools.  

  • Add the report PDFs to your blog.
  • Or as an opt-in on your site.
  • Print them out to share at Open houses.
  • Share the jpg’s on your social media with a link driving people to your site to download.
  • Or use when you are walking your farm to follow up on your mailings.
  • Add additional marketing “touches” by sending Just Listed/Just Sold or Open House postcards.

Be sure to block time to speak with at least 100 people per week from your sphere list as part of our March challenge.  The market is competitive. That means it will take bold ACTION to gain market share. We challenge you to do just that.  

Need help?  Contact our team at 866.405.3638. They are there for you! 

 

 

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!