Wednesday, May 24, 2017

How to Add Ten Extra Transactions Per Year

By Todd Robertson

We know that for a lot of agents, prospecting is PAINFUL.  It’s also the one factor that will keep so many from succeeding.  Why?  They fear it rather than embracing that prospecting is just part of the process.  Every “no” brings you that much closer to a yes.  Every conversation brings you that much more involved in building a relationship with the people in your sphere and farm.

That brings us to the point of today’s article.  Hunting and farming.  There are really three ways you can drive business in real estate:

  1. Wait for it. How many agents do you know who are waiting for the phone to ring? Someone to walk through the door? Or a call from a sign or ad?  Certainly the least pro-active means of getting business and one that will never take you far in this business.
  2. Buy it. Some agents choose to buy the business, using internet leads, ads, and billboards – then Dominator-FRONT-LargeWAITING for them to generate interest.
  3. Put a system in place and actively prospecting. In a competitive market such as we have now, this is the only sure way to generate consistent results and income.

The best agents in the world want to get to the point where they do three things extraordinarily well and delegate most of the rest to others. Those two things are prospecting, going on appointments or presenting, and closing.  They also know to get to the top in their markets and stay there they have to be BOTH hunter and farmer.

Hunters aggressively, consistently seek new business and generate leads. They know how many contacts they have to make each and every day to hit the numbers that will take them closer to their goal. For some it might be five live connects with people per day. For others the number may be closer to ten or twenty.  That’s actively reaching out to people such as:

  • FSBOs
  • Expireds
  • Sphere of Influence
  • Business network

Farmers, by contrast, let a system do the work and consistently “touch” the folks in their geographic farm, asDominator-BACK-Large (1) well as their sphere with timely, direct response marketing tools every 21-45 days.  When that happens month after month after month, you create the kind of top-of-mind awareness that keeps your name at the forefront with people so that when someone IS ready to buy or sell or knows someone who is, it’s YOUR name they know to call.

What happens when you put a campaign in place, a system in place and never waiver from it, you create opportunities for additional business. You also have a better life, because you know you’ll have business and referrals coming in.

I know agents who are strictly hunters. They are always chasing new business and have never taken the time to cultivate a farm area. I can tell you for a fact that they lead more stressful lives.  They have no idea where the next deal is coming from, or when the next closing will be.  That’s a hard way to go and a tough way to earn a living.  Farmers can count on business coming in. And top agents? They know that their marketing engine, coupled with their hunting skills will generate the number of transactions they need to hit their goals.

The truth is less than 5% of agents own a 20% market share in their areas.  LESS than 5%! What that should mean to you is that there is a lot of opportunity in some geographic areas, or neighborhoods in your market that you should absolutely systematically reach out to starting now if you want to be the agent in your area to defy that statistic.

They key is to have a consistent system in place. That’s why agents love the Market Dominator system.  They don’t have to think about it, worry about it, or do anything. It’s all done for them.  They know every month a 12×15 marketing piece is sent out using Every Door Direct Mail, so that it literally gets in every single door in the geographic area they want to saturate and earn that 20% market share.  Knowing that their marketing is working on their behalf, generating that top of mind awareness, branding them in the market place, and creating opportunities for new business takes the stress off of them.  They put that piece of their business equation in our capable hands so they can then focus on doing those three things we talked about earlier – prospecting, presenting, and closing.

I’ll give you an example.  I got a call last week from a young lady who called and said, “Todd, I get it, I get it!”  I wasn’t sure what she was talking about until she explained that three months ago she got a Market Dominator in the mail and said she thought at the time – WOW, this agent is stepping up the game.  She didn’t think much of it though she shared, because most agents are “one and done” marketers.  Then she got another one. Then this month she got a third. She said, “That’s it – where do I sign up? This guy is taking my market share!”

The thing is that the Market Dominator is exclusive to the agent based on carrier routes.  So that agent will continue to take market share as long as they stay in the system.  She of course, chose another route and is on her way now to dominate a geo farm of her own.  We had another agent call as well who was farming an area, then stopped.  Another agent swept in, claimed that same farm area and started a consistent campaign and started, of course, generating the listings in that area.  The agent that quit was upset to lose ground, but realized that if he had stayed with it – those listings would have been his.  The truth is that results don’t usually ever come from the first “touch”. They happen when you consistently stay in the game, and usually well after the 5th, 6th, or even 10th contact. That’s why it’s important to have a campaign and system that you can count on to not lose momentum.  Left to our own devices sometimes, we get busy right?  We shift our focus. And the ball gets dropped.  Market Dominator customers don’t have to worry about that.  We do the heavy lifting. They focus on prospecting, presenting and closing.

If you’re ready to have a better life – I challenge you to be BOTH hunter and farmer.  As a hunter, make those weekly phone calls, reaching out to the folks in your market that can help you generate quick leads and listing opportunities.

As a farmer, I encourage you to put a system in place like the Market Dominator so that you are cultivating a geographic farm that will, in time, allow you to own a 20% or more market share that will indeed be worth five, ten, or more additional transactions to you per year.

If you want to learn more, give me a call 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.

 

 

business and office concept - businessman and businesswoman trying to connect puzzle pieces in office

A Winning Combination to Find Real Estate Hand-Raisers

By Julie Escobarlifestyle interst

What makes people sit up and take notice of your marketing? When it speaks directly to them.  Now, there is a powerful new way to do just that for specialty niche markets.  You may have seen our recent posts regarding specialty data lists that are now available where agents are able to search by selects such as age,
income level, and length of residency.  Now, there is the ability to drill down even further to include lifestyle interests such as boating, golfing, do-it-yourself fans, health and wellness etc.

What that means is if you are an agent that loves to work with folks with those interests and specialize in health wellness3golf communities and waterfront properties with docks?, your job just got a whole lot easier.  We’ve created an entire series with a set of three postcards for each demographic to make connecting a whole lot easier.

Here’s how it works:

  1. Login to www.prospectsplus.com.
  2. Head over to our Specials Page to grab your money-saving promo codes for the month.golf your game
  3. Click on our New Series – Lifestyle Interest Postcards (look for the purple starburst).
  4. Pick a postcard design for the lifestyle segment that most resonates with you. We currently have boaters, golfers, tennis enthusiasts, Do it Yourself (DIY) Living, and the all new Health & Wellness versions! In the coming months you’ll find new series for Arts, Aviation, Gardening fans, RV enthusiasts, and Equestrian. We’ll have at least 3 cards per interest to start so that you can use as a three-month campaign to your new list.
  5. Customize your card however you like!
  6. Click on the button that says Click to Start Mailing List, boaterthen click on the Purchase list option. Next, use the Demographic Search function, select the geographic area you want to target, then click on Lifestyle Interests. In the next screen, choose the segment that you want to target, then click search.  It will populate as many records as you would like to choose for that area.  Choose your desired amount of records and save your list.
  7. Apply your promo code and check out!
  8. Put a reminder in your calendar to take a few minutes at the first week of the next few months to send the next card in the series to the same list.
  9. Follow up with these VIPs.

The more you can resonate with a prospective customer, the higher your chances are at finding the hand-raisers who are ready, willing, and able to either work with you – or refer work to you.  Matching your messaging is one powerful way to help you do that.

We recently hosted a webinar on the topic – you can watch it on demand below!

Got questions?  Call our marketing team today at 866-405-3638. They are there to help!

 

And Generating New Listings

By Julie Escobar

You know, a very long time ago, Floyd Wickman founded his company on a concept that “We Get by Giving.”  He was on the mark then, and that concept is still on the mark today.  Times have changed, markets have changed, and certainly how we communicate and do business has changed.  But one thing that will always be a constant, I believe, is that people will ALWAYS be hungry for information.

And that’s an amazing opportunity for real estate professionals to jump in and feed that need!  We’re asked all the time by agents – what can I do to get people to CALL me, CONTACT me, turn to ME for information, raise their ‘hands’ so to speak so I can tell who’s a prospect and who’s not  – and we try to make that as simple as possible.  Especially for agents who are eager to get more listings in their market areas.

One series that is very popular with our customers because it features powerful ‘fair trade offers’ that sellers are looking for is our Free Offer Series.  Sending three over the course of 2-3 months can certainly help you create the top-of-mind awareness and show potential sellers that you are the agent to ask when they have questions.

Here’s the order we would recommend…free home market

First –send the Market Analysis postcard.   The big question for lots of folks in a changing economy is “How much is my home worth?”  Between news headlines and short sale horror stories spanning the internet, people are curious and whether they are about to sell or not, they want to know where they stack up in terms of property value.

Second – send the Home Equity postcard.  This gives folks a free home equitysecond opportunity to learn how much they can count on when it comes to the value of their home and where they stand in terms of equity versus potential sales price.  Being a resource that can help consumers really have the big picture covered makes you a valuable resource in your community.

Third – send the Real Estate Consultation postcard.  This is a great opportunity to follow up free consultationon your campaign and provide a full-blown consultation so people can determine if selling is right for them.  Studies show it takes at LEAST three contacts for people to perk up and recognize a marketing campaign.  So, stay with it and FOLLOW up!

This is just one series that works for this purpose.  Our all new Content Cards are powerful article-based tools that answer many of the questions in buyer and seller minds today.  And our Neighborhood Specialist/Free Offer series allows you to not only offer a fair trade, but give folks the hyper-local stats that they are looking for as well.

And you don’t have to stop at these – we’ve got an entire spectrum of free reports, handy tools and additional fair trade offers available on our resources page for download!  Get yours today.

And if you want to try this campaign on for size, be sure to visit our Specials page for the latest in budget-saving promo codes!  Still need help sorting all of it out?  Just call us at 866.405.3638.  Our team is happy to assist you!  Google

Start by Answering the Questions Already in the Minds of Consumers

By Julie Escobar

A new month – and a new marketing season are straight ahead — and both buyers and sellers in our markets have been inundated with information regarding the economy and the housing industry on television, in print and on the internet.  Some good information – some misinterpreted, and some just flat out wrong.

What consumers need more than ever is a RELIABLE, TRUSTWORTHY resource to help them best understand how market changes affect them most. What’s my home worth today?  What if I wait a year to sell?  What are interest rates going to do?   Should they sell?  Should they buy?  Should they move up to the next size home or is that a risk?

The questions are many – and the answers are yours for the giving – IF you can capture (and keep) the top-of-mind attention of the folks in your area.

One direct response series that is getting great response for agents is our Free Offer Series.  Sending three over the course of 2-3 months can certainly help you create the top-of-mind awareness and show potential sellers that you are the agent to ask when they have questions.

Consider kicking off this campaign free home market analysis starting with the Market Analysis postcard.   This allows you to spotlight your ability to deliver the information sellers are looking for in a professional way and tap into today’s consumers’ natural desire to search out ‘free’ offers and trusted resources.

Step one:  Login to your free ProspectsPLUS.com account. (Or easily create an account and profile in a matter of minutes. Once your profile is ready – the system will automatically populate your information into all of the 680+ marketing tools on the site.)

Step two:  Select the Market Analysis Postcard.  You can leave as is or customize to suit your marketing style. Click here to watch a video on how to select a postcard series.

Step three:  Add your mailing list or use our mapping tools to create a mailing list. If you need help with mailing lists – call our support team at 866.405.3638 or click here to see all of our comprehensive mailing list solutions.

Step four:  Place your order then track it. It’s that easy! Click here to watch a video on tracking your postcard order.

Making your job easier is our goal.  That’s why we’ve re-engineered the Master Marketing Schedule to offer free offer door hangerstrategic and creative solutions for building your business faster, easier, more affordable and with way less headaches. In fact, if you’re following the Schedule – this week is a great time to get out in those geo farms and start making real connections.  Our Free Offer Door hangers are a great compliment to the Free Offer postcards and the perfect leave behind when you’re door knocking in the market area you most want to dominate.

Putting systems for staying in touch in place don’t have to be tough – or time consuming.  Most of our top customers schedule 15-30 minutes at the beginning or end of every month to focus on what marketing tools they want to go out.  When they choose a campaign, it’s easy — they simply pick the next one in the series, order and get back to their high priority tasks. Some even delegate a member of their team to make it their priority that something is always being sent to their sphere and farm so top of mind awareness is always there.

Kudos to the agents that are working their systems and are willing to share their experiences with others. We so appreciate you all. For example, Cozett shared with us on ResellerRatings, “I like how ProspectsPLUS! puts marketing at my fingertips and then handles the time consuming work of mailing and distributing materials if I need them too.”  Or Jeremy who wrote on our Google+ page, “ProspectPLUS! is a real lifesaver for me. I have been looking around on how to keep in contact with my sellers. I needed more than just a phone call. The postcards are a highlight to my business now. This has also allowed me to start farming a few neighborhoods that I drive through with a more personal touch.”  Or Bradley who wrote on our Facebook Page, “ProspectsPLUS makes it so easy for me to market to not only my sphere but also to my farming areas. In less than 5 minutes I can have all of my postcards ordered and off my plate so I can work on what I do best…selling homes!”

We’d love to hear from you too! In fact, give us a shout out with a review now on our Google+ Page and you’ll be entered to win one of our monthly prizes – which include over $400 in gift cards!

Have questions or need help developing the marketing plan that’s right for you?  Call us today at 866.405.3638 or email us at pmc@prospectsplus.com.  We’re here to assist!

postcards

 

How to Take Your Results to the Next Level

By Julie Escobar

Sphere, farm, niche – it’s the real estate agent’s version of lather, rinse, repeat. Success in this business requires staying in touch, staying positioned and staying top of mind in all three areas. When agents ask me where to start, my first answer is always “the sphere” (i.e., your sphere of influence or book of business).

Now if I had a dollar for every agent who said “no” when asked if he/she had ever taken the time to put his/her sphere (people who 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 consistently built and nurtured relationships with. Who should be in your sphere? Family, friends, neighbors, colleagues, past clients and all of the other people whose lives you touch and touch yours back.

Sphere. For a list of 250 people who SHOULD be in your book of business, download a pdf of our BusinessBASETM at no cost today. Then make THIS the week you turn YOUR sphere into a working, viable, referral-generating database. Need help inputting the data? College students with bills to pay are perfect for that kind of task, or you can hire a virtual assistant. Your highest and best use of time is prospecting, presenting and closing, so gather up the data, and delegate to make it happen.

Four Great Marketing Pieces for Your Sphere

holiday
Holiday postcards – something every month that can be sent as a friendly hello.

 

recipe
Recipe cards – many agents swear by these as customer “keepers.”

 

content cards
Content cards – content-rich, consumer-friendly postcards filled to the brim with valuable information that people love.

 

real-estate-news-4
Newsletters – powerful tools perfect for connecting with your sphere.

 

Farm

Pick an area – but not just ANY area. Coach Todd Robertson’s how-to advice? “Even if you find a geographic farm that works location-wise with commission-friendly price ranges, you still need to be mindful of two other factors:  turnover rate and competition.

“Ideally, we want to help position you to secure a 20% market share in a geo farm. If you start in a farm where another agent already has that or more, you’re going to work much harder and have to be at it longer to get the results you’re seeking. An area where no agent has more than 10% market share is preferable; an area where a previously aggressive agent has slowed or stopped marketing is another good choice.

“In terms of turnover rate, ideally you want one that’s at least 10% to 15%. You can easily determine the turnover rate by dividing the number of homes in the farm by the number of homes that have sold.”

That’s a great starting point. So take a snapshot of your market area, look at the neighborhoods close to you that fit the criteria, and then use our MapMyMailSM system to easily capture mailing lists from those areas. You can choose a radial search by address, or zip code.  You can further define your mailing area by using the points on the map to define your target area.

Talk to your broker, look at your options, and then map out your marketing list! Once you have that, remember to stay in touch with these folks – CONSISTENTLY – month after month.

Read The Smart Scoop on Geographic Farming for more great tips from Todd.

 

Farm Options

free offer
Neighborhood Update/Free Offer Series – People want two things: to know the agent they work with can get results and to be confident that they have the resources they need.  These cards present you as the agent with both!

 

listing inventory
Listing Inventory Series – These postcards speak to the mindset of potential sellers with the right questions and direct response offers.

 

dominators

The Market Dominator – For agents who are serious about dominating a geographic farm and earning a 20% market share, this powerful direct response piece demands attention with its 12 x 15 size. It also takes advantage of Every Door Direct Mail, so the cost is even more affordable.

 

Niche.

Now we’re getting fancy! Top agents don’t stop at marketing to their sphere and farm. They specialize in a demographic that resonates with them.  To help them do that – we’re taking data-mining to the next level, by suggesting several different means of searching data.  Our Geographic search on MapMyMailSM , a Demographic search on MapMyMailSM, Nielsen’s PRIZM Code data, and outside real estate data companies such as REDX, LANDVOICE, and your own MLS.

Let’s break down some marketing “recipes” that can help you achieve the results you want:

Mailing List Options

One of the biggest stumbling blocks for agents is finding the right list for their marketing.  With our system, you can geographically search over 128 million deliverable records from Tax Assessor data (MapMyMail) or search demographically over 200 million consumer records in just minutes at unbelievably affordable rates.  Unlike some list services which ‘rent’ lists – these lists are yours to keep, and remarket to as often as you like. Here are some of the most popular lists agents pull from our system – and the marketing tools that correspond to them:

investor
Investors: Use Demographic search option, then click on custom, then choose records with a household income of $150,000 or higher.  You also can 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.

 

1st time
First-Time Homebuyers: Use the Demographic search option 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 Homebuyer/Renter Series of postcards monthly, with a fair trade offer to connect.

 

property management
Property Management: Use the MapMyMailSM system to find non-owner occupants in resort areas or second home markets. Plug in the area you are looking for, then click on the Homeowner option, and change it from just homeowners to Homeowners and Non-Owner Occupants.  Use our Free Report: Fives Signs It’s Time to Hire a Property Manager as a fair trade item, and use our Property Management Series of postcards to reach out this list.

 

senior cards
Seniors: Use the Demographic search option to find Baby Boomers and older. You can also use the custom search and choose the age selects and income selects of your choice. Send our Senior Series of postcards to these fine folks!

 

 

Specialty Data Selects Using Nielsen’s PRIZM Codes

As leaders in the real estate marketing space, we’re excited to offer these creative data segments to our valued customers 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. Here are some top PRIZM segments for today’s real estate professionals:

investor
Investors: Choose from the PRIZM Codes found in our Mailing List option. Click on Nielsen’s PRIZM code search, then select Upper Crust, Big Fish, Small Pond, Cosmopolitans.  Send our Investor Series to these folks!

 

move up market
Move Up Market: Choose from the PRIZM Codes found in our Mailing List option. Click on Nielsen’s PRIZM code search, then select Upward Bound, Fast Track Families, Country Squires, and Cul de Sacs. Send our Move Up Market Series to this group.  You may want to use our Free Report: Six Move Up Market Mistakes Home Buyers Make as a fair trade item for this group.

 

life event
Seniors: If you want a little more advanced data, choose from the PRIZM Codes found in our Mailing List option. Click on Nielsen’s PRIZM code search, then select Upper Crust, Money & Brains, Gray Power, New Empty Nests – and send the senior-centric postcards from our Life Events series such as Too Much House to this group.

 

listing inventory
Luxury Property Market: Look for the higher-end income contacts in your market by choosing from the Mailing List Options  and Nielsen’s PRIZM Codes and select Pools & Patios, Fast Track Families, Beltway Boomers, Home Sweet Home, White Picket Fences, American Dreams.  Send the Listing Inventory Series to these folks.

 

local market
Young Affluent Families: Choose from the PRIZM Codes found in our Mailing List system then PRIZM codes and select Winner’s Circle, Blue Blood Estates, Upward Bound, White Picket Fences, Blue-Chip Blues, New Homesteaders and send our Local Market Series of postcards to these folks to get their attention.

 

Outside Data Source Options

FSBOs and Expireds have long been a tried and true means of generating listing inventory.  The two companies below have established a great name for themselves in our industry to deliver the data for these segments in a timely, affordable way.  Give them a try!

fsbo expired

FSBOs & Expireds: Great services such as LANDVOICE or REDX offer data for FSBOs & Expireds in market areas all across North America. Use our 7 Series for FSBOs or Expireds – send 3 to 7 postcards in rapid succession (every 3 to 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 with a direct response offer after you’ve sent the postcards. Offer to perform a Merchandising Review to ensure the home sells for the best price possible in the fastest time possible. For all three marketing avenues – your sphere, your farm and your niche – connect every 28 to 45 days to ensure you maintain top-of-mind awareness. Armed with your database and marketing materials – and a reminder system to FOLLOW UP with the people in each – you will quickly gain a competitive edge that allows you to develop and maintain a long and prosperous career. Ready, set, GO!

For all market segments, remember to that the key to all marketing is consistency.  Many agents build databases of all kinds of lists – and then they sit dormant in their computer never to be used again. Don’t let that be YOU!  Your lists are the lifeblood of your business.  Take some time today to map out the next six months – and decide which segments you’ll market to, and what campaign you’ll use.  Then send no less than three postcards, with diligent follow up after the second and third. Remember: Most agents stop at two touches, and most transactions happen after five. It actually takes 27 contacts to properly brand yourself with your target market! Layer your marketing with community involvement, social media, phone calls, walking your farm and email. The key to any successful marketing effort is staying top of mind.

We’ll continue to create powerful content that speaks to all of the top demographic searches as well as new specialty data selects and share them as they are developed. Be sure to always keep our Specials Page bookmarked so that you can see what leading agents are using each month and take advantage of our budget-saving promo codes.

Need help? Contact our team today at 866.405.3638. Our goal is to help you always have the right marketing for the right people at the right time. From developing the right lists, helping you choose the right niche, and staying consistently top-of-mind – we’re committed to being the resource for all your marketing needs.