Sunday, June 25, 2017

Relationship Marketing Insights with REALTOR Maggie Dokic

By Julie Escobar

Through every conceivable type of market, one thing has always held true in our industry:  it’s a people business.  Call it what you will, mdokicsq-1sphere of influence or book of business, it is the process of staying connected and nurturing those relationships that will garner agents the highest potential for new business and referrals year after year and allow them to stay out of the “where is my next commission coming from” cycle.

To talk about why this is so important, I sat down with long-time ProspectsPLUS! Customer Maggie Dokic to find out what she’s learned through the years.

This is an excerpt from our interview:

Q:  Maggie, can you first tell our readers a little about yourself?

A: I’m a broker owner of a small real estate brokerage in Miami. I am technically a “competing” broker but only because I do sell to my own clients, not because I compete with my agents for business. We all lead generate and create our own business.

Q:  You’ve grown your team and your business considerably through the years, what do you think are the key components to building a solid book of business?

A: Fostering relationships with those who know you and staying in touch with past clients. It’s a known fact that it costs considerably more to get one new client than it does to stay in touch with one you already have. It makes financial sense to do so, plus it’s a natural extension of my personality to stay in touch with past clients!

Q: How important is marketing for you in terms of staying competitive and driving new leads?

A: Whether you’re marketing yourself or your brand, it’s important to ALWAYS be marketing. If you’re not?  Someone else is.

Q:  What ProspectsPLUS! marketing tools are you a big fan of and why?

A: I love the Just Listed postcards and how quickly they can be ordered. I’ve also really been wanting to try the new Market Dominator mailing. It looks amazing. I’ve had a challenging year this year due to personal responsibilities which have prevented me from expanding my real estate business. But it’s on my radar and as soon as my schedule settles down a bit, I’ll be looking into it further.md-nov

Q:  How often do you stay in touch with your sphere of influence?

A: On average it’s at least once a month with a scheduled email, but in reality probably more than that because much of my sphere I see in person either at church or personal events. And a large portion of my sphere is also connected on social media such as Facebook so I connect there as well.

Q:  What activities in your marketplace do you do consistently to support your marketing efforts?

A: Facebook ads for our new listings, open houses, and just listed/just sold postcards.  They all work to drive extra traffic to our site and phone calls.

Q:  Do you have a niche that you specialize in?

A: I’m a firm believer that it’s best to be a specialist and not a generalist. It dilutes your efforts if you try to be all things to all people. That said, my only niche is probably geographical in that I won’t go all over the county for business. I prefer to refer it to one of my agents or a colleague if it’s “too far” for me. Also I do not do commercial real estate, although I have agents who do. I personally prefer to concentrate on residential real estate only.

Q:  What advice do you have for fellow agents eager to create a strong foundation and career longevity?luxury cards

A: Real estate is about lead generation. If you don’t generate new business, you can’t expect to make it through the long haul. Pick at least three lead generating systems and stick to them. For example: Just Listed/Just Sold postcards are a great way to market you, your brand, and your listings.  Staying in touch with your sphere should definitely be another must-do.  ProspectsPLUS.com provides a whole spectrum of marketing tools to stay top of mind with your sphere, without breaking the budget.  And once you’ve sent those mailers?  Pick up the PHONE. It’s the least expensive, and most effective thing you can do. It’s a lot easier calling someone you know rather than a FSBO who doesn’t know you and is likely annoyed at all the agents calling her! Not to say FSBOs aren’t a good source of new business – they are!   

I would also say to focus on one thing at a time and don’t be a secret agent. This is Real Estate 101. Reach out to those who know you and like you, and let them know you’re in the business (or remind them you’re still in the business). People prefer to work with someone they know, like and trust and that’s where you gain the upper hand. Make sure your contacts know you are there for them. And be genuine in your approach. My monthly mailings remind them I’m in real estate. My phone calls, texts, Facebook posts and note cards are short, sweet, about building the relationship – and NOT about real estate are always appreciated. When you do all of these things – when they are ready to list or sell or know someone who is, I know they will remember I’m the real estate professional for them.

Q: You’ve also used a lot of Every Door Direct Mail™ while growing your business – what made you make communitynewsnovthumbsfront4that decision?

A: The cost of EDDM made me realize it was a smart business decision. Knowing that I could reach about three times the number of people for the same cost was a no-brainer. We once mailed to 1,002 homes and the day after the mailers were delivered I received my first call from a homeowner considering selling.

Q:  How can readers reach you if they’d like to send a referral your way?

A: We’re available at www.SpecialMiamiHomes.com and info@SpecialMiamiHomes.com.

Thank you so much Maggie.  We appreciation your generosity in sharing your experience!  You’re terrific and we wish you all the very best.

Want to learn more about driving your business forward, staying top of mind, and growing your referral base? Head over to our Master Marketing Schedule for a steady stream of tools, tips, techniques and ideas.

Need help getting started? Contact our team at 866-405-3638.  

 

An Interview with REALTOR Eric Hardy

by Julie Escobar

As we head into holidays and turn our eyes towards the new year ahead, I was eager to get back to some basics by sharing agents stories of best practices for building solid businesses.  Customer care and attention to detail are two factors that are critical keys to success for top performers.  To tackle that topic, I touched base with my old friend and awesome agent Eric Hardy who put customer care on the top of his priority list. Here’s an excerpt from our interview:

Q: Hey Eric – thanks for sharing with us today.  Before we jump in, can you tell the readers a little about yourself?

A:  Yes, I am 45 years old, married, and a father of two. I have been in the wedding business for over twenty years, and recently decided to go back into real estate after a 15 year break. I currently work for Dennis Eric HardyRealty in Lutz, Florida.

Q: You’ve recently re-entered the real estate game. What do you feel is the most important strategy for fast-tracking a successful first year ahead?

A: A positive attitude, a genuine love for what we do. You have to enjoy your wok because it shows to people when you do, and when you don’t. We get to help people with a major event in their life.

Q: How are you building your sphere of influence and staying top of mind with them?

A:  Nowadays social media is key, and understanding the power of it. Along with keeping in touch with people with even just a simple phone call to see how they are. I always tell everyone what I do for a living. When they think real estate, I want them to think of me.

Q: What advice would you give other new agents for hitting the ground running?

A:  Get as much training and education as you can, knowledge is power. Be humble and listen to advice from jl-cards-2people older and younger. And most importantly put the time in, and try new things till you learn what works best for you. Don’t skip on the traditional marketing tools that work either.  Just Listed and Just Sold postcards always have been a staple in our industry for a reason — they work. They help market you as an agent, your listings, and your business.

Q: Do you belong to a mentor or networking group in which you can share ideas?

A:  I work for a great company. We all sit at a round table once a week and discuss marketing plans, odd questions and different scenario’s agents come across. This way when we see a new situation or issue we are prepared.

Q: You were in the wedding business, are you transitioning those clients and customers into your sphere and do you see a niche market there for yourself as an agent?

A:  Yes, absolutely. Most of my couples once they are married their next major life event is usually buying a home. After working with me on their wedding they see that I am competent, intelligent and easy to work with. I want their home buying experience to be a stress free and fun, the same as planning their wedding. There are bumps in the road you may run into, but we are here to help you through that. And thank you for thanksgiving2016v6thumbsstndletting me be part of your big day, and part of a major event in your life.

Q: How important is servicing and staying connected with your customer base to you?

A: It is crucial. One thing I really liked about the REALTOR that helped me buy my home, is he still keeps in touch. I get an email at least once a month and every holiday, and occasionally see him around town and he is genuinely happy we love our home. I strive to give that level of customer service everyday.  Monthly postcards, phone calls, and social media make it easy to stay in touch in today’s world. Your customer base is going to be your strongest line of referrals. Always take good care of them even when the transaction is completed, stay in touch!

Q: Are you working a geographic farm? If so – what are you doing that’s working?free offer door hanger

A:  For me I work best face to face with people. I love to knock on doors, talk to people in my area. I get into conversations with them, and have even made friends and have gotten to know some really great people. The person in front of you may not be buying or selling, but if they like you they will put you in touch with anyone they know who is. Treat every person with kindness, people always do business with people they like. We are not just trying to find the next “sale” but building a career helping good people.

Q: How can people reach out to you with referrals?

A:  I am always available by phone or email, seven days a week. You can reach me anytime at 813-770-2150 or at Hardysline@verizon.net, if you just have a question I can help you with.

Thanks Eric for your time and your advice for what’s working in your corner of the world! Agents love to learn from other agents. I so appreciate your sharing your experience.

Need help marketing YOUR real estate business?  Contact our team at 866.405.3638 today or visit www.prospectsplus.com. 

For the Next Master Marketing Magazine

by Julie EscobarMasket-Marketing-Magazine-3D (1)

Calling all ProspectsPLUS! Customers!  We’re thrilled to be currently compiling new content for the fifth edition of the Master Marketing Magazine.  We are interested in interviewing five to seven of you to be featured as contributors to share your experience as real estate marketers.  Our magazine goes out to approximately 40,000+ agents and brokers across North America, offering the potential for referrals and exposure.

We are interested in interviewing agents who are…

Any of those things sound like you?  Then reach out to me today for an interview! All chosen contributors will be featured in the January magazine and will receive:

  • $100 ProspectsPLUS.com gift card
  • 10 Magazines to use in your marketing
  • A chance to be featured alongside some of the best coaches and minds in the business
  • Referral opportunities across North America

If you’d like to read the last edition — Experts and Insights online, visit here.  If you’d like to be considered for one of the limited contributor spots, connect with me via email and let’s set a time!

Need more assistance?  Contact our team at 866-405-3638 or visit us online at www.prospectsplus.com. 

Real Estate Agent Success

Insights from the Front Line with Ramona Williams

By Julie Escobar

When it comes to knowing EXACTLY what real estate professionals, and specifically our ProspectsPLUS!
customers want and need to grow their businesses in today’s market, I knew that there was one person who would be perfect to interview. My closest friend and always one of the smartest people in the room, our Director of Business Development, Ramona Williams.  With both an MBA and more thirty years of experience working with real estate agents and brokers, she’s the go-to resource for insights and ideas.

Here’s what we learned:

Q:  You are on the phones with customers every day, where do you think agents are needing the most help in terms of marketing their businesses and their listings?

A:  Consistency – hands down. That’s honestly where most agent’s marketing breaks down.  One and done listing inventory snapshotmarketing doesn’t work, never has and never will.  Secondly, what hurts agents is having no strategy at all.  That’s not a new problem of course. That’s historically where agents fail to grow their businesses, and why so many don’t make it.  Unfortunately, the majority of agents try lots of little things, including whatever the “shiny new idea” is in the office at the moment and never commit to anything consistently.  The result is they end up all over the place in terms of the message they are sending out into their market, and they’ll actually spend considerably more money trying every new thing that comes along than they would if they just put a solid, strategic plan of tested direct marketing that works in place and stuck to it.  Consistently sending branded, direct response marketing every 21-45 days to a sphere and farm is still the best means of driving results in our industry.

Q:  We’re seeing a huge rise in agents using EDDM® as a means to strategically market for less – what is your take on that and what advice do you have for others eager to do the same?

A:  I think Every Door Direct Mail® is a terrific way for agents to cover a large geographic area because of the Dominator April 16lower postage costs.  It makes it really affordable for agents to get back to those basics like working a geographic farm.  What I really like about seeing agents return to geo-farming is that it helps them focus their marketing efforts. For a long while we saw agents just chasing the next deal. They’d follow internet leads wherever they took them – sometimes driving hours to take a listing.  EDDM helps them to find a geographic market area that makes sense for them and literally get in every door. When used consistently, it creates a much more predictive business and income model than constantly chasing new business.  Here’s what else I can tell you – the great agents get that. They know that it’s not only OK to be in control of their marketing and business, it’s a must if you want to create a consistently growing business with commissions and referrals you can count on.  I think so much of the time you see agents who look at the business of real estate as risky to start with or unpredictable because it’s commission based.  So their mindset is that their business is supposed to be all over the place, or unpredictable as well.  Savvy agents know that real estate is a business and can be a very lucrative one if they treat is like it is and work a plan.

Q:  What product do you see the most demand for in today’s market?

A:  I’d say in most areas of the country inventory is still historically low, so agents are looking for any vehicle that can help them get listings.  So we’re seeing a lot of EDDM, Just Listed postcards and Just Sold postcardsjl js cards (which are great for pulling double duty – marketing the listing and the agent), our Market Dominator, Listing Inventory cards, FSBO and Expired tools, and our Neighborhood Update/Free Offer cards. The last take a little more work to input the listing data, but it’s what consumers want to see, and they make direct response offers, so they work.  Again, it’s getting back to taking control of your marketing.

We are also seeing an uptick in agents struggling with pricing listings correctly and that’s where your eBook 21 Ways to Get Your Listing Priced Right the First Time (Despite the Seller’s Objections) is a terrific tool that’s really affordable and filled with the kind of objection handlers agents need today.

Q:  You and I go way back in this business – we won’t say how far!  How do you think the market has changed and what do you think agents can do to best get in front of those changes and be competitive?

A:  You know, surprisingly, it really hasn’t changed all that much.  Our business is and always be cyclical.  What is different, of course, are the amount of technology options agents have and how many different organizations are selling to them.  Many of which are amazing and game-changing solutions for agents, no doubt. It does, however, make it really easy for agents to take their eye off the ball and look for that “magic pill” that will skyrocket them to success.  While that’s understandably tempting, the keys to being the top in your field is the stay focused, build inventory, price listing right, have a strategic plan, and find areas you really enjoy working and stay the course.

Q:  Excellent advice! You work with top producers and high volume teams quite a bit as our Director of Business Development.  What are some factors from a marketing perspective do you think they deploy that allow them to continuously rise to the top?

A:  Much like we just talked about, top teams and top agents don’t roll the dice with their results. They build their businesses exponentially by putting systems in place so things don’t fall through the cracks and understand and implement the power of consistent marketing.  In other words, they don’t wait and they don’t shy away from marketing at high levels.  They prioritize immediate lead generation, but they also have systems that allow them to build their brand and their businesses long term.  They are also typically service-minded professionals.  They take excellent care of their customer base, and communicate effectively and often with their sphere and farm.  That’s smart business.

Q:  Awesome. Any last words of wisdom for the readers?

A:  Well I guess I would say that this is truly a great industry where people can make an excellent, lucrative living that is relatively affordable to get into with a strong return on investment.  I would tell them to be strategic, consistent and be mindful of who you model yourself after.  You and I have both seen, countless times, agents who have been in this business 3, 4, 5 – even 10 years or more in this industry and have never put a sphere of influence database together.  While some may do all right at that, it makes you really wonder where COULD their business be if they had put that basic but so important piece in place? That’s a lot of missed opportunity and money left on the table.  I’d challenge agents to not do the same.  Get back to the basics.  Have a plan. Use strategic, consistent marketing (both in terms of timing and branding) to build your inventory, price them right, follow up, and take care of your book of business and your farm.

As always, you’re a tremendous source of advice for today’s professionals. What’s great for our customers to know is that you’ve done such an amazing job of both training and managing our support and marketing teams that they have incredible skills and insights as well and are wonderfully adept at helping agents and brokers figure out the best plans for them, and helping them strategically implement those plans every day.  Kudos to you for that!  Thanks for sharing!

If you’d like to connect with a member of Ramona’s team, you can call them at 866-405-3638 or email us at pmc@prospectsplus.com.  They are eager to help make your job – and your life a whole lot easier!

The Secret Psychology of Why People Refer Real Estate Agents

In case you missed yesterday’s webinar with marketing expert Dean Jackson, or just want to listen in again, here is the full recording as well as a link to download the audio file.

As promised, we’ve got your “super secret link” to learn more about Dean’s Most Interesting Postcard in the World program that can help you drive referrals!  Find it here.  

Read the full Broker Breakthrough Report…


CLICK HERE TO DOWNLOAD THE .MP3


Want to learn more about putting this marketing strategy in place? Contact our marketing experts at 866.405.3638 today!