Thursday, March 30, 2017

The Sum of Small Things

by Julie Escobar

The market is hot and competition is hotter.  One big secret to success is to stay top-of-mind with your book of business.  And while that doesn’t have to be a HARD process – it does need to be CONSISTENT.  That got me thinking about one of Floyd Wickman’s quotes, “Great results are the sum of small things, done well, repeatedly.”  Boy isn’t that the truth?  I once asked Floyd to expand on that a little for us – and here’s what he had to offer:  “That’s one of my favorite sayings too, and it’s so true.  In fact, nothing defines that more than a commissioned salesperson picking up the phone and making a simple call to folks in their book of business—even if for no other reason than to say hello.  There is no higher thing they can do to shift their results in this business than to create those conversations.  In fact, in our courses we teach agents that for every 12 conversations they have, they can expect a referral.  To me, that’s the number one way to stay top of mind AND build your business.”

Great advice.  Floyd also shared that you can’t ‘nurture’ everyone.  So every agent should have two lists – one which is their book of business – those folks you are building a relationship with over time.  Your second list should be your database. That’s a list of everyone who’s ever inquired, been on your mailings lists, or internet leads that you can send drip campaigns to until they are ready to make a move. Your database is your least expensive list to market to – but it also yields much lower results than your book of business.

So number one?  Take Floyd’s advice.  Pick up the phone to everyone in your book of business.  Decide how you want to break that up – 10 a day, 20 a day or as Floyd used to say, “Call until you get one.”  Block off that time just as critically as you would a listing appointment – because it IS that critical.

Number two?  Get out of stealth mode. I can’t tell you how many agents rarely leave the office or their homes but call us to say – how can I get more business?  Get OUT there in your community and get noticed!  Take part in charity drives, school events, and host Q & A sessions at the local library or coffee shop.  The more contentVISIBLE you are – the more likely people are going to say YOUR NAME when asked if they know anyone in real estate!

Number three?  SEND them something tangible.  For all the obvious reasons, we’re fond of direct response mail postcards– because they are easy to order, quick to send and don’t take up a lot of your valuable face-to-face or voice-to-voice time with prospects and those in your book of business or sphere.  Monthly holiday cards, recipe cards, newsletters, or our content cards are a great ‘touch’ each month that are budget-friendly, can be ordered in minutes, and allow you to stay top of mind.  Keep things mixed up as well. Check out our Master Marketing Schedule if you haven’t already for some creative and way outside the box ways to get in front of your clients in ways that are sure to have you REMEMBERED!

Number four?  Be HYPER-LOCAL.  There’s a reason this term is all the buzz right now – it’s because it is
EXACTLY what consumers are looking for in their resources. Home buyers and sellers need to know what is happening right there in YOUR market – rather than just get sucked into the national news of what’s happening nationwide or even globally.  What are prices doing in their neighborhoods?  What’s happening in the schools in your area?  What new businesses are coming in or closing?  Who are the trusted resources, business or service professionals in YOUR area that they can call.  Start being the one to consistently deliver THAT kind of information – and your name, brand, reputation and referrals will skyrocket.

Number five?  Expand your reach.  If you’re not saturating the neighborhood or market area you want to dominate, then turn to Every Door Direct Mail (which gets you literally into every mailbox).  Our Market Dominator System is becoming quite the differentiator for agents across the nation.  In fact, one agent just shared this experience with us, The monthly ordering process is easy. Some months I simply upload my photo and company logo and submit the already created newsletter. Other times I customize it. Either way, the newsletters are distributed to 527 of my neighbors. Over the 11 months since I started, the EDDM marketing pieces have resulted in 5 listing appointments. This month, I have a seller preparing their home to list with me and received a buyer referral from a neighbor who receives my newsletters. It’s great to see some fruit from the seeds I planted.” Our advice? Follow his lead and plant those seeds! 

Now, what are you waiting for?  Get out there and start getting your name, business and face recognized as the incredible real estate resource you are!  And if you need help – give our team a shout at 866.405.3638 for systems that can help you do all of that and more! 

Three Click Postcards

Send Postcards Directly From Your Mobile Phone! 

By Julie Escobar

It’s no secret that being a real estate professional in today’s world can feel more like roller-derby pace than a stroll in the park.  Time-blocking and on-the-go resources (and for many a giant to-go cup of coffee) are staples for managing hectic schedules.  That’s why we are thrilled to announce a brand-new marketing tool designed to help agents get more done in less time.

It’s called ThreeClickPostcards.com and it is the easiest, fastest way to turn one listing into multiple.
How?  ProspectsPLUSPostcards_JMB_Teal01In a matter of a couple minutes you can market your listing and yourself with, well, just three clicks!

1.) Snap a picture of the property and upload it and the property address into the system.

2.) Pick a postcard template (Just Listed, Just Sold, Contract Pending). You can customize the header title, color, and copy in minutes.

3.) Send it the nearest confirmed homeowners surrounding your new listing.

Your postcards will be sent within one business day with 100% trackability. You will get a copy of your mailing list which you can then use to continue to send listing updates (contract pending, just sold, price reduction). These lists are extremely valuable as you continue to grow your geographic farms and sphere of influence. Top agents continuously add the homeowners on these lists to their drip-marketing campaigns to create referrals and new business, long after the listings are sold!

It’s the perfect on-the-go way to turn one listing into multiple opportunities.  Use your list to send:TCP_FourOpportunitie

The system is intuitive and uses your MLS number to populate your listings on the fly so you can market existing listings quickly.

You also have the ability to add a listing in a matter of minutes or send postcards for open houses and sales on listings other than your own.

TIP:  Another great way to use this handy tool is as an affirmative way to ask for the listing agreement during your initial presentation. Before sitting down to meet with the potential sellers, take a picture of the property, add it to the system, and create the PDF version of the Just Listed postcard.

During your presentation, you can share that graphic with the sellers to let them know that the marketing of their property will start before you have even left the listing appointment and that 100 (or however many postcards you’d like to send) will be on their way to potential buyers within two business days.  That differentiates you as a pro-active listing agent with the means to get the job done quickly.

We invite you to try this simple new service to get the most from your listing experience! Visit www.threeclickpostcards.com today to set up your free account. As always, your satisfaction is our top priority!  If you need help, please feel free to give us a call at 866.405.3638!  Happy Listing!

 

Leaving Nothing Left to Chance

By Julie Escobar

Competition hasn’t been this fierce in years so savvy agents are using every tool at their disposal to generate new listings, stay top of mind, and brand themselves as the neighborhood expert to call.  Staying in touch with the VIPs in your sphere of influence makes sense. Those folks know you, trust you, and are already willing to do business with you. But how do you cultivate new relationships in markets that you really want to make an impact?  You use smart tools that connect you with consumers in communities. You offer items of value. And you get out there and meet the people.

Todd Robertson recently shared five tips for making the most of your geographic farm and sphere:MD Jan

  1. Ask for referrals. Never be afraid to ask for new business. When you get comfortable with the level of service you provide, asking for the business gets easier. Get to the point where you KNOW that you have a marketing plan that helps sellers get the most from their house. Know that you can assist buyers in finding the perfect home for their family. Know that you are an advocate for consumers, and know that you are the best person for the job – then you have an obligation to let people KNOW that you are a real estate professional who can help.
  2. Mail consistently (3-7-27 law). We’ve shared before the 3-7-27 law of branding, which is that it takes three contacts for someone to recognize your name, seven to put your name with your business and twenty-seven to become a brand in someone’s mind. If you are losing business to other agents in your market area, is it because they are consistently md jan backmaking more contacts and staying more top of mind than you are?  It’s a tough question to ask, but if you can show up, and show value consistently, then sellers and buyers are going to consider you the brand to trust with their real estate investment questions and needs. Mind-share equals market share.  Our Market Dominator members know that they are showing up month after month with the 12×15 Market Dominator to ensure this kind of consistency and value are creating that mind-share and market share.
  3. Let people know what areas and price points that you service. Through your marketing and prospecting, let people know where you do business. If you’ve ever lost a listing because a friend or acquaintance said, “Oh, I didn’t know you worked that area,” you’ll get the message behind this step.
  4. Train on how you take referrals. Let folks know that their referrals are important to you and how they can best deliver that information to you. “Shoot me a text, an email – or give me a call if you know someone who is looking to buy or sell a home.”
  5. Thank your VIPs. Thank everyone for their referrals. Go the extra mile. Send a card or letter to them after the fact. Say, “Thank you for your kind referral. It’s the lifeblood of my business and no small thing, I know, so I appreciate it. Know that I’ll treat them with the highest possible level of care and you can rest assured they, and their interests, will be well taken care of. I’ll also keep you posted on how that referral is going so that you know your friends or relatives are in good hands.”   Stand out in every way. People want to do business with those who they know can get the job done with the least number of headaches and the highest return on investment. They also want to work with people who are service-minded and extraordinary in their client care.  That old adage, “they don’t care what you know until they know that you care” has never been more true.

Spring is right around the corner. Showing up in every way possible in your market place is critical to owning that market share.

  • Take the time THIS month to put your plan in place to ask for referrals. Can you make ten extra calls this week towards that goal?
  • Be consistent. The 12×15 Market Dominator is a powerful way to show up each month with value-added content and calls to action. Follow those mailings up with phone calls and door knocking in that geographic farm to help folks put your face with your name and know you are a resource they can count on.
  • Review your marketing tools, your website and social media. Are you letting people know the areas you serve?
  • Remember to let people know how to reach you if they have referrals. Review your business cards, email signature line, and marketing tools.
  • Send thank you messages weekly. We’ve got some easy-to-order Thank-You postcards that can streamline that process.

Make geo-farming a top priority this season and you’ll start to see returns on that investment. Stay strong, and let us know if we can help you. If you’d like to learn more about the Market Dominator, call Todd Robertson at 702-683-1967.

Need additional marketing help? Contact our team at 866-405-3638.

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! 

Strategic Marketing Ideas for Strong Agents

by Julie Escobar

As competition grows more fierce, you may find yourself like many agents asking, “What’s my next move?” Savvy sales professionals are negotiating the turn by investing in smart systems and tools that will help them compete long-term in today’s real estate arena. Who will take the lead in both listing and selling homes as we navigate this constantly shifting market? Those who stay strategically focused on one-to-one marketing, negotiating effectively up front, and committing to consistent business development through monthly prospecting.

1. Set Your Standards High: In any market, taking listings that just won’t sell is far worse than having no listings at all. While you may be tempted to take at any price, terms or commission to secure the listing, this is a recipe for failure. Consider instead, raising your standards using a strong, effective tool which spotlights the homeowner’s commitment to getting the home sold in the quickest possible time, with the best price and terms. We call it our Merchandising Review and there are three very successful ways to implement this valuable tool.

First: Make the right mutual decisions at the listing appointment. In all likelihood, throughout your MerchandisingReviewTHUMB
presentation your sellers will have an objection or two regarding terms such as price, commission, etc. Our suggestion is to agreeably shelve objection handling until AFTER you have obtained the signatures for the listing. Then close your appointment by going over the Merchandising Review to make certain everything is in order.

Sample dialogue: “I want to thank you for listing your home with me. Please know that I will do everything in my power to get it sold. To help me do just that, let me take a few minutes to go over our Merchandising Review. I use this the same way pilots use a pre-flight checklist. This list of 18 different seller-controlled factors actually will help generate a quicker sale for the best possible price and terms. What I need from you is a commitment to check off at least eight of these items. Let’s review.” Then simply walk them through the list and negotiate where necessary. If you struggle to get listings priced right or are looking for additional tools to help you handle objections you might hear, you may wish to consider reading 21 Ways to Get Your Listings Priced Right the First Time. 

2.  Get non-selling inventory back on track. Go through your inventory and red flag problem listings. Walk PricePyramidTHUMBthrough the problems using the Merchandising Review and the Five Most Common Mistakes tools. Contact your sellers by phone or visit in person to help them understand those review items that are hindering the sale of their home.

Sample Dialogue: “Mr. and Mrs. Seller, we’ve had your property on the market for ____ days now and we are not getting the results that either of us had hoped for. We have a new tool called the Merchandising Review that helps us identify problem areas, and I’d like to sit down with you to discuss those issues. I believe if we walk through these items we can get your listing back on track and help exact a faster sale for your home. Would tomorrow at 6:00pm be good or would 8:30pm be better?”

3. Data mine for the niche that’s right for you.  By targeting niche markets that are near and dear to your own interests, you’ll be better able to “speak their language” and let your passion for that market segment build the momentum you are looking for.  For example, do you love listing and selling waterfront properties?  Is boating the way you unwind?  Now, it’s easy to find and market to like-minded people and work not only with your sphere — but consumer interest groups that most resonate with you.  That way you are growing your book of business with the kind of folks you are most interested in working with. (And that just makes work, and life, a whole lot more interesting, don’t you think?)

It’s never been easier to do.  

Use Option 2 on our Mailing List page to search for the customer segments you most want to market to:

mailing

  1. Choose High Income Consumers for luxury or investment property.investor
  2. Choose the Lifestyle Interest option for a treasure trove of niche markets such as golfers (golf community property), Tennis enthusiasts (high end home with tennis courts, or communities with tennis centers), Boat owners (waterfront properties), etc.
  3. Look to High Income Renters for high quality first time home ownership options and communities that are high in amenities, low in upkeep.  lifestyle
  4. Choose baby boomers and elderly if working with seniors is your passion.  Very often this will lead to developing powerful, referral relationships with the seniors and their children.
  5.  Choose move up market for those who have been in their homes over nine years and statistically are a good candidate for a move.  Help them list their current home and find their new dream property!
  6. Empty-nesters are a great segment to market for downsizing move upopportunities.  With the right marketing twist, you could end up listing their current home, and helping them purchase their new home.

These market segments are just the tip of the iceberg.  Find the niche that most works for you.  Watch all three videos regarding the mailing options  that are available to help agents find the perfect customers.  From radial searches, to demographic searches to all new Nielsen Prizm Code data, the possibilities are endless.

Whatever strategy you deploy this season, make sure your message is clear and marketing consistent. Call, see or send something to everyone in your base of business at least every 30 days and you will find that your productivity, profitability, referrals and commissions will be on track all year round.

Need help?  Call our marketing team today at 866.405.3638 to put the best systems in place to build your business easily, and cost-effectively.