Friday, December 15, 2017

Then Putting the Who, What, and When Together

By Julie Escobar

As we head into the final months of the year, a lot of agents are already wisely getting into planning mode. One sticking point that stumps a lot of real estate professionals is building the right marketing lists to fuel their pipeline of business.  Let’s take a look at some simple strategies to put into place:

Sphere, Farm, Niche – it’s the real estate agent’s version of lather, rinse, and repeat.  Success in this business stems from staying in touch, staying positioned, and top of mind for the folks in all three.  I’m often asked by agents, “Where do I start?” The obvious is ‘the sphere’, aka – your sphere of influence or book of business.

Now, if I had a dollar for every agent that said ‘no” when asked if they had ever taken the time to actually put their sphere (those people that already 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 built and nurtured relationships with consistently.  Who should be in in your sphere?  Family, friends, neighbors, colleagues, past clients – and all those folks whose lives you touch and touch yours back. businessbase

Sphere:  For a list of 250 people that SHOULD be in your book of business, download a pdf of our BusinessBASETM at no cost today.  Then make THIS the week you make putting YOUR sphere into a working, viable, referral-generating database.  Need help inputting all the data?  There are lots of college students home for the summer already that would be perfect for that kind of task.  Or hire a Virtual Assistant for the project.  Your highest and best use of time is prospecting, presenting, and closing – so gather up the data – and delegate it to someone to make it happen.

Four great marketing pieces for your sphere:

  1. Holiday postcards – there’s something every month that can be sent as a friendly hello.
  2. Recipe cards – many agents swear by these as customer ‘keepers’.
  3. Newsletters – these powerful tools are perfect for connecting with your sphere.
  4. Content cards – these are content-rich, consumer-friendly postcards filled to the brim with valuable information that people love.

Farm:  Pick an area – but not just ANY area.  I asked Coach Todd Robertson for a little how-to advice for map my mail dataagents on choosing the right farm area for them.  He shared, “I work with a lot of agents to help them really fine tune what area they want to market.  Even if you find a geographic farm that you think works for you location wise with commission-friendly price ranges, you still need to be mindful of two other factors:  The turn-over rate, and the competition.  Ideally, we want to help position you to receive a 20% market share in a geo farm. If you start in a farm where another agent already has that or higher, you’re going to work much harder and have to be at it longer to see the results you’re seeking.  Finding an area where any one agent has less than 10% market share is preferable, or if you see an area where a previously aggressive agent has slowed or stopped their marketing.  In terms of turnover rate, ideally you want a one that is at least 10-15%.  You can easily determine the turnover rate by dividing the number of homes in the farm by the number of homes which have sold.”  That’s a great starting point.  So take a snapshot of your market area – look at the neighborhoods that may fit that criteria close to you, then use our MapMyMailSM system to easily capture mailings lists from those areas.  You can choose a radial search by address, or choose to search by zip code or counties. Talk to your broker, look at your options – then map out your marketing list! Once you have that – then remember to stay CONSISTENTLY in touch with these folks – month after month.    For a great read and more tips from Todd – read The Smart Scoop on Geographic Farming.

Three great tools for connecting with your farm:

  1. Neighborhood Update/Free Offer series: People want two things: to know the agent they work with can get results – and that they have the resources they need.  These cards present you as the agent with both!
  2. Listing Inventory Series: These postcards speak to the mindset of potential sellers with the right questions and direct response offers.
  3. The Market Dominator: For agents serious about dominating a geographic farm and earning a 20% market share.  This powerful, direct-response piece is 12×15 and attention grabbing.  It also takes advantage of Every Door Direct Mail, so the cost is even more affordable.

Niche:  Top agents don’t stop at just marketing to a sphere and farm. They specialize in a demographic that resonates with them.

Here are some ideas for working a niche:pp demographic search data

  • Investors: Use our MapMyMailSM – choose the demographic search option, then custom, then choose records with a household income of $150,000 or higher.  You can also 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.
  • FSBOS & Expireds: There are great services such as LandVoice that offer data for FSBOs & Expireds in market areas all across North America.  Use our 7 Series for FSBOs or Expireds – send 3-7 postcards in rapid succession (every 3-5 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 after you’ve sent the postcards with a direct response offer.  Offer to perform a Merchandising Review to ensure that the home gets sold for the best possible price in the fastest possible time.
  • First Time Home Buyers: Use the MapMyMailSM system 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 home buyer/renter series of postcards monthly with a fair trade offer to connect.
  • Seniors: You can use that same MapMyMailSM technology to find Baby Boomers and older.  Send our Senior series of postcards to these fine folks!
  • Get creative: From motorcycle enthusiasts, to local sports team members, to boaters, to farmers, and everything in between.  Finding the group of people that you really connect with and would love to serve and work with is a great way to get continuously better as an agent and build a powerful referral network.  You can edit our holiday, inspiration, recipe, content cards, or even image series to alter your message for each and every demographic.

We also have powerful Specialty Data Selects Using Nielsen’s PRIZM Codes available on the site to help you tap into incredibly detailed data segments 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. See our Nielsen PRIZM options here.

For all three marketing avenues – your sphere, farm, and niche – be sure to connect every 28-45 days consistently to ensure that you maintain that top-of-mind awareness.  Armed with your database and marketing materials, and a reminder system to FOLLOW up with the folks in each will give you the competitive edge in your market that will allow you to develop and maintain a long and prosperous career.  Ready, set – GO!

Need help getting started? Contact our marketing professionals today at 866.405.3638.  They are an amazing resource – and they truly care about your success.  Happy Listing!

 

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.

A Winning Strategy Using PRIZM® Data Selects

Savvy marketers know that matching your marketing message to your marketing segment is a classic one-two punch strategy that works.  It’s the best way to find the hand-raisers and referrals you are looking for.  Before big data entered the arena however, that was a strategy that was often more guess-work than real science. Fortunately, with the advance of data research and the folks over at Nielson, PRIZM Data makes finding those segments of the consumer population a whole lot easier!  As leaders in the real estate marketing space, we are excited to offer these data segments to our valued customers to help make their marketing easier – and more effective.

What is PRIZM Segmentation?  According to Nielson, “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?  Marketing just got more interesting.  For example, you may want to target folks like baby boomers or as Nielson categorizes them, New Empty Nests or Beltway Boomers, who might have an interest in downsizing their larger family homes now that the kids are grown. Another segment could be the Upper Crust segment – which are wealthy older people without kids who might be perfect for those agents who want to market to investors.  The Upward Bound segment which is upscale, middle age, with kids might be great candidates for luxury properties in awesome school districts.  Starting to see how this can work for you as well?

Here’s how easy it can be to match your message to your market segment. We’ll use the downsizing baby pp retirementboomers for this example:

  1. Visit prospectsplus.com. Login to your free account.
  2. In the search bar, plug in Milestone postcards. Select first class for faster mailing, or standard class for less postage cost, but slower delivery).  Choose Too Much House or Retirement Years postcard.
  3. Edit the front and the back of the postcard to best reflect your personal message and identify yourself as an expert for this demographic.
  4. Next click on your list, choose purchase list, then select what area you want to pull your list from.pp prizm code selects
  5. Choose the custom option to segment your data.
  6. Click on PRIZM data selects and then plug in the New Empty Nests and Beltway Boomers. Then choose how many records you want to mail to, then purchase your list and give it a name so that you can use this data for follow up mailings as well.
  7. Check out! It’s that simple.

Try this same process for investors (target Upper Crust and household incomes over $150,000), first time home buyers (renters with mid-upper level incomes – you can use the Map My Mail option for these).

Have some fun with mixing and matching up data for the folks you really want to work with and the messages that you know will get them to say, “Hey, that’s me!”  Head over to www.mapmymail.com and take a look through all the data segments we have available.  From the basic – High income consumers, high income renters, baby boomers, etc. to the customized PRIZM selects – you can find the folks you most want to work with.  You can also head over to see a comprehensive, detailed listing of PRIZM code data segments here.

For a great resource to help you use all the tools at your fingertips – head over to the Resources page on www.prospectsplus.com.  There you’ll see how to easily match the free reports that are available with the postcards that work for the demographics you like!  Need help? Give our team a call at 866.405.3638.   

Two Tools for SuccessMapMyMailLogo

By Julie Escobar

To this day, one of the toughest things for agents to do is to find the RIGHT LIST of prospects to market to.  It has always been that time-consuming, where-to-start task that keeps many agents from really maximizing their marketing efforts and realizing the potential they could have for higher market share.

We’ve worked hard to take some of that guesswork out of the equation for you with our robust MapMyMail system.

Here are two ways to use:

1.  Tax Assessor Data – 8¢ per record

  • Over 128 Million Deliverable Addresses
  • 3,057 out of a total 3,141 US counties Available
  • Weekly Data Hygiene to Remove Vacant & Do Not Mail Records
  • List Experts Available to Help Increase Response Rates
  • See where your mailings go on a Google Map
  • Radial or pinpoint search
  • Identify and mail to owner/occupants only
  • Identify and mail to absentee owners
  • Mail to every property on the map
  • Include or exclude streets
  • Preview list and exclude records

Ideas for marketing: 

2.  Demographic Search – Consumer Data – Starting at 8¢ per record

  • Over 200 Million Consumer Records
  • Weekly Data Hygiene to Remove Vacant & Do Not Mail Records
  • List Experts Available to Help Increase Response Rates
  • Homeowner/Renters
  • Age
  • Gender
  • Income
  • Length of Residence
  • Dwelling Size
  • Estimated Home Value
  • Ethnic Descent – Premium Pricing Applies

Ideas for marketing:

Truly mastering your marketing list has tremendous benefits to your long-term business plan.  You’ll pay less because you won’t have to ‘blanket’ market – you’ll hit exactly the demographic you are looking for.  Your response rate will be greater because you can better match your message to your market segment.  And you can more easily steer the course of your business marketing and work with the people you WANT to work with – which is essential to working smarter, not harder.

Need help finding the RIGHT list and right marketing materials to correspond to that list? Visit www.MapMyMail.com today or call us at 866.405.3638.  That’s one of the things we do best! 

 

 

Creative Content and Consistency Work to Your Advantagelocal content

by Julie Escobar

Buyers and sellers today are a pretty savvy bunch for the most part.  They want to work with people who not only have their best interests in mind, but those who really know their stuff when it comes to the communities they service.  The information beyond just what has listed and sold recently. What can you tell them about the local schools? Area businesses?  New restaurants?  Things to do in the area?  Community events?  Today’s top agents go beyond the Neighborhood Specialist title and dig in to consistently know and share the 411 on the communities they service.  That means the kind of ‘one and done’ marketing and mindsets that some agents use is just not going to work.  So here are four ways to add more hyper-local content into your marketing to drive positive results.

1.  Share the numbers:  Use the Neighborhood Update Free Offer Series to give the folks in your sphere and farm the critical market information they want — with a spotlight on what you are doing to make things happen!  Grab your local stats (recent listings and sales), sign in to your account,  go to the neighborhood update series, enter your data, get your list (at least 100 homeowners in the neighborhood you want to brand yourself in) and go!  Why?  People really want to know what homes in THEIR neighborhoods selling for.  How much can they get for their home?  What’s happening in their own back yard? These also appeal to the what’s in it for me factor – by offering an item of value as well!  Send one of these a month, with a note on the reverse of the cards with a community information tip.

2.  Create a Community Facebook or Google+ page for the geographic farm or area you specialize in. People are likely to go to a page that is Facebook.com/theircommunityname, because their curiosity will be piqued and it’s something they feel will be applicable to them. You don’t even have to manage it alone.  Team with a staging expert or decorator, a mortgage lender, local handyman, lawn care specialist, etc who can all add weekly tips and information to the page. This will give it depth and varietal content that people crave, and make it more interesting for you as well! Be sure to put this social media address on all of your marketing that is done to this area.  If you need a mailing list of a certain geographic farm, we can help you with that – visit www.mapmymail.com or call our team at 866.405.3638.

3.  Use video. Grab a go-pro or even your smartphone and create some quick snippet community videos, and create a YouTube channel for them.  You can then include these on your social media, and website. Since Google now owns YouTube, your videos will do double duty towards helping you drive valuable traffic.  You can make videos of the neighborhoods, interview local business owners or chefs, of your new listings, of yourself answering common community questions, of some of the schools in the area and information about them, of fun attractions in the area that are of interest, etc.

4.  Use our On The Web postcards to drive traffic to your community pages.  These are perfect for easily sharing the url with the folks in your sphere and farm.  Be sure you are updating these pages at least 3-4 times per week so that people can see that there is always valuable and new content to be shared.  Send these at least once per quarter.

Some things to think about for this week.  Know that if you need some help showing up – OVER and OVER – affordably, easily and without stress, our team is there for you.  Call them at 866.405.3638 today or email pmc@prospectsplus.com.  We’ve got you covered!