By Julie Escobar
As more and more agents get on board with putting the systems in place they need to CONSISTENTLY connect with the folks in their geographic farm, I sat down with Todd Robertson, who is in the field teaching agents the tools they need to succeed every day. He shared what’s new with the Market Dominator System and why change is paving the way for powerful opportunities for agents eager to develop a 20% market share in a specific area.
Q: Todd, a lot of agents are doing things right in this market and that’s great. But most are just not doing those things consistently. Can you talk about the importance of consistency in staying top of mind?
A: Yes, most agents know they need to saturate an area and that marketing is a key component to success. But often times it’s not fun, or sexy — and unless immediate results set in, most agents fade away. That can be GREAT news for you however. Because it’s the exact reason why it is easier than ever before for a REALTOR to effectively separate themselves from the competition. Meaning, once an agent puts in place a one, two or even three year marketing campaign in a concentrated geographical area in place they can:
- Brand themselves as a local celebrity of sorts – THE turn-to agent in an area
- Work SMARTER: Agents with systems don’t have to work has hard as those whose primary focus is chasing new business
- Make way more money
A: Yes, in terms of changes to the Market Dominator it has been incredible for both the agent and the homeowner (the agent’s future listing). For the Realtor, we have made it much easier for them to get out their monthly edition. On the front is a new article each month, powerful info-graphics with the kind of content that consumers are hungry for in today’s market. We’ve also added additional agent branding formatting, and as always call-to-action direct response offers throughout that help get the phones ringing. On the back, we’ve included more plug-and-play articles, direct response offers, and powerful content. Now, the agent doesn’t have to change a thing if they don’t choose to. It’s all done for them. For that 10% of agents that do want to add their touch, there are panels that are simple to make those adjustments in a matter of minutes such as a panel for current listings, and one for local market statistics.
The homeowners love it because it is visually very appealing, has great, relevant, timely content that answers some of the top questions in consumers’ minds today. It’s non-threatening, non-aggressive way. It’s designed to position you as the area expert, keep your name top-of-mind, and connect with the information people want and need in a consistent, branded manner.
Q: What do you think agents are looking for in today’s marketing?
A: What agents are looking for in today’s marketing is a marketing piece that is 90% automated. They are busy, and focused – so they want most of it done for them. Yet most want the ability to make a change, add their own details if they choose to. They also want something that’s affordable enough to stay with it month-after-month. With the Market Dominator we are actually able to give the Realtor the biggest most impressive marketing piece in the industry, with the best possible return on investment. Most recently we have acquired a National Marketing Partner who has committed to help 50 agents reduce their marketing costs. Their commitment is 1/3 of the total cost of the program, for the privilege of sharing 1/3 of the back of the marketing piece.
Q: That’s awesome. Todd, if you had to give your best advice to an agent eager to build market share in a specific area what would it be?
A: That’s an easy one! In the past “farming” to become the branded agent in an area was challenging. There really was really no easy way to get out a monthly mailer consistently without a lot of time, money, and energy spent. Today, we can help agents automate the process. By utilizing Every Door Direct from the United States Post Service and a national marketing partner it becomes a win-win-win. The one missing ingredient however is the duration of the campaign. I would say whatever the agent does, make it a two year campaign. Imagine a Realtor has an impressive two year marketing plan in place. In addition, he or she hosts aggressive open houses in that area, puts a just Listed/Just Sold program in place, and stays focused on the three things that are closest to their bottom line results: prospecting, presenting, and closing. That’s powerful. And it’s the track that will help them earn a 10% market share the first year and at least a 20% market share the second year. WITHOUT chasing new business. That’s the goal. Our goal? Is for every salesperson we work with to have more fun in their career because they are using systems that make it simple to drive business – AND help them keep balance.
Thanks Todd! For those of you interested in learning more about the Market Dominator System, head over to www.DabbleorDominate.com to see why this program is fueling momentum across the country.
As always, happy listing. If you need us, we’re here to help. Call our marketing team at 8/66.405.3638.