Saturday, June 24, 2017

3 Powerful Steps to Engage Customers

By Julie Escobar

You’ve probably heard it said a time or two (or more) that the business will go to those who show up not just once, but again and again.  To succeed in sales today, professionals have to dig in, refuse to cut corners, commit to consistency and the big key?  FOLLOW UP.  Engagement of your customers, your sphere, and your farm – isn’t something you can take a ‘stand-back’ approach to.  You can ‘warm’ the call, set up the stage for prospecting, and share the information that people need to see to consider you the expert they should turn to when they are ready to list or sell their home – but you have to go the EXTRA step – and follow up.  Voice to voice.  Face to face.  Belly to belly.

Is that always easy?  No, for many–not at first.  But for those who dive in and get it?  That their real job, true passion is to help people?  And they practice getting outside their comfort zones?  That’s when the game-changing happens.

So here are a few ways to engage, follow up and make the difference between what could be and what will be a rest of the year. 

  1. SEND! For most agents – from the brand new to experienced – warming that prospecting call is more buyers cardsomething that puts them at ease.  One direct mail series that is getting a lot of attention and results is our Listing Inventory cards.  They speak to what is happening in today’s market and get people’s attention.  Or you may want to go with a classic direct mail piece such as a holiday card (and don’t wait for the winter holidays – go ahead and send something every month and be different than your competitors.) Even recipe cards that feature great appetizers or dishes that people can share are great. You may also want to take a tip from top producers and send handwritten notecards to five VIPs on your SOI list each week.
  2. CALL! I can’t tell you how many agents I talk to that just have a hard time getting past this one.   Don’t worry so much!  Make the call.  ENGAGE.  Talk to people.  Be yourself.  Be helpful .  Ask questions.  It doesn’t have to be scary and it doesn’t have to be “salesy.”  It can be as simple as this:  “Hi!  It’s Julie from ABC Realty – just wanted to let you know we have a lot of things changing in our market — and to see if you have any questions about that or anything real estate related?” Then LISTEN and respond to what they say.  Some won’t need anything but odds are in your favor that some will.  Be sure to let people know that you’re expanding your business and that not only is every referral APPRECIATED, but you realize what an honor everyone is – and you can promise that each will be treated like royalty. Finish with the question,  “Is there anyone you know that might be looking to buy or sell now or in themerchandising review near future?”  You may also want to choose to offer a great free report or fair trade item to FSBO’s such as the Merchandising Review, who might be more than anxious about getting their homes sold. Many of our reports are a great conversation starter when you’re on the phone and a perfect reason to email or even stop by! Check them all out here.  Be the resource that goes the extra step for them and it will be appreciated.  Get something in front of your prospects and sphere that gives you a great ‘reason’ to follow up.  Break your calls down into manageable numbers so you don’t get overwhelmed – 15-25 calls per day is a good goal for agents who are in high-productivity mode.  Time block this prospecting into your schedule then commit to making it happen.
  3. SEE!  Get out there and SEE people.  As a professional real estate agent – meeting new people and adding to your sphere is a MUST DO not a SHOULD DO.  Walk your neighborhood farm, attend your community garage sales and meet the folks in the neighborhoods you service.  Go to the fall festivals at the schools.  Attend the neighborhood and community events. Wear your name badge, bring your business cards, and shake some hands.  Stop in a the local restaurants, delis, shops and businesses in the community you represent and get to know the people there and let them know you work on referrals – and you’d love to refer your clients back to them as well.  Share your stories about a great meal, terrific new shop, amazing customer experience, incredible health care providers and more in your area on your social media, blog or newsletter.  You’ll not only make new friends, you’ll gain new customers (and respect for being pro-active and a resource people can trust).  Be sure to SEE those in your sphere at least twice a year as well.  Take your top referral customers to coffee or lunch or stop by with a special treat.

The truth is, to stand out as someone who presents themselves as someone who will go the extra miles for their customers and clients – you have to SHOW that characteristic in everything you do – INCLUDING marketing your OWN business.  It’s that simple.  Ultimately it’s not the business of HOMES that we’re in – it’s the business of PEOPLE.  So show up again and again – and follow up over and over.   The results will take care of themselves!

Need help?  Call our marketing team to help get you started, restarted or fired up this fall at 866.405.3638.  They’ve got the experience, knowledge and solutions you need to succeed.  And they’re FUN!  Can’t beat that!  Have a good one and happy follow up!

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! 

 

 

Staying Top of Mind With Your Sphere

by Julie Escobar

Consistency is key when marketing, but agents call us every week to ask, “What should I send?” So, we put together three suggestions to get you started.

  1. Holiday Postcards:  This week’s Master Marketing Schedule tip is to send your St. Patrick’s Day postcards to your sphere of influence.  Agents love Holiday cards because they are timely, can be easily customized with a fun message, and the consistency (sending one per month) is just what the doctor ordered for staying top of mind.  Just be sure to order the first class option for speedier delivery. Our St. Patrick’s Day postcard and Daylight Savings postcards are perfect for reaching out to that top tier of customers on your list in March. 
  2. Animal II Series:  There’s a reason the internet is filled with puppies and kittens.  They make people smile. As our friend Darryl Davis talks about – that’s one BIG key to building rapport and making connections with people – giving them reasons to SMIILE! We’ve recently added this new series option to our offerings because of agent demand.  You can look for many additional cards to be added to this series over the next few months.
  3. Market Quote Series:  This series is growing as well and is an easy way to communicate some of what’s going on in the market right now, and have a little fun!

To get the most from your postcard campaign follow these steps: 

  • Pick a postcard.
  • Choose a size.
  • Choose first-class delivery for holiday postcards, and your choice of delivery options for non-time sensitive postcards.
  • Choose the pre-written copy – or better yet, customize the back of the card with a message of your own. You can offer an item of value, invite customers to an event such as a home buying or selling workshop, or just send them well wishes.
  • Upload your sphere of influence list:  those who know you, like you and trust you. This list is usually compiled from your friends, family, acquaintances and past customers.  Statistically, if you stay in touch with these folks every month, one in twelve should produce a listing, sale or referral to you per year! If you need a list of the 250 people who should be in your sphere, head over to our resources page and dowload our BusinessBASE.
  • Use a promo code to save 10%! Here are the top postcard promo codes for the current month:
    • VAL10S – standard size, mailed First-Class
    • VAL10J – jumbo size, mailed First-Class
    • VAL10P – panoramic size, mailed First-Class
    • VAL10JSC – jumbo size, mailed Standard-Class
    • VAL10PSC – panoramic size, mailed Standard-Class

Next, a fun tip to help you have more fun with your sphere and farm:  Be sure to check in weekly to our Master Marketing Schedule. In the next few weeks you’ll see Pistachio Day, Dentist Day, Salesperson Day, Doctor Day, Pi Day and more. What do these all have in common?  Each includes interesting and fun ways to connect with the folks in your market and differentiate yourself from your competitors! Find out how! 

Need more help? Call our team at 866.405.3638! They’re happy to assist! 

 

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! 

To Up Your Game This Year

By Julie Escobar

If ever there was a time to up the ante on your marketing presence, it’s right now. Stakes are high, competition is fierce and anyone eager to be THE resource for consumers in their markets need to bring their A-game and then some.

Here are a few musts to consider:

  1. Get a professional headshot. I know. This one seems like an obvious choice. But take it from a company who produces hundreds of thousands of real estate marketing postcards per week, we see agent photos that just aren’t print quality and reach out to customers to send high resolution shots that show them in their best light.  Oh, and when you’re taking those pictures – SMILE! Studies from photofeeler.com show that people who smiled in their head-shots were considered far more likable and influential than those that didn’t, and slightly more competent. It’s a marketing expense that makes a lot of sense. Your job is to help consumers think of your name and your face first when they think real estate – so put your best FACE forward!
  2. Craft a great bio. On many of our marketing tools, agents have an opportunity to share some “about me” information. You should have a long and short version.  Long for your website, but short and sweet for real estate brochures, flyers and postcards.  Choose your words wisely. For the best balance? Present yourself, your brand, why you do what you do, and what differentiates you – without being too salesy. Then have both versions proof-read before beginning to use them.  This makes it easier when you’re creating your marketing pieces as well as you aren’t trying to come up with something on the fly, which often leads to typos or inconsistent copy.
  3. Pick a brand style that works for you. Too often you see agents who are all over the map in terms of listing inventory snapshottheir marketing. Different styles, colors, messages. While it’s good to test a little, you’ll find better results when sticking to a campaign that has some uniformity.  That’s one of the reasons agents love our series of postcards, which have the same look and feel throughout the series. For example, our popular Listing Inventory Series has the same branding style, with a series of messages that lets potential sellers know that this is a great time to list.  They can send one a month and keep their branding with their sphere or farm consistent to get better results.
  4. Be consistent. We kind of just covered this, but one and done is dead. In fact, it never was a marketing strategy that worked. The key to becoming a brand name is 27 impressions.  Keep showing up, and the Nov-DOM-Free-Reportnext time someone is asked if they know anyone who sells homes, your name will be top of mind!
  5. Don’t forget your contact information. Would you be surprised to learn how many times people do not put their phone number or contact information on their marketing materials, then send thousands of them out and wonder why they don’t get a response? Make sure people know how to reach you. And if you are inviting people to your social media platforms via your marketing, don’t just use the blanket, “Find me on Facebook”.  Actually, give them a unique URL they can go to such as Facebook.com/yourrealestatepage.
  6. Offer items of value. Many of our customers use our Free Reports as Lead Capture offerings on their websites. There are lots to choose from, easily customizable, and they serve multiple purposes.  Use them on your site, at your open houses, in your listing presentations, or as collateral for the popular consumer meet and greets that so many agents are doing today.
  7. Build on what you already have. All those lists you’ve purchased? The ones from your Just Listed postcard orders?  Reuse them! Put those folks on a drip campaign of postcards so they know you’re always in the game.  I recommend a combination of our Neighborhood Update Free Offer Series and updates on your listings such as Neighborhood update postcardsContract Pending and Just Sold. Every 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!
  8. Have some FUN. Real estate is serious business for certain, but you can certainly have some fun with it too. Our Master Marketing Schedule is filled with fun ways to reach out to your sphere and farm and make a noticeable difference! See what’s coming up for the next month.

It’s a great time to be a real estate professional and it’s a great time to tap into ready-made resources that can make your life easier.  To that end, we’re here to answer your questions and get your marketing on-track within a budget that works for you! Call our team today at 866.405.3638.