Sunday, November 19, 2017

In Your Geographic Farm Area

By Todd Robertson

There’s something I say at the end of every speech I give when presenting to sales professionals – “If the game is scheduled and you’ve decided to play, you might as well win.”

What I mean by that is that if you’re going to do the work, be in the game, and put in the time – you might as well give yourself the absolute best chance to knock it out of the park.  That’s exactly what I wanted to talk about in this week’s quick post.   There are three powerful ingredients to putting yourself at the top of the game in your market. They are…

  1. Make it easy for people to find you. If you’re playing to win in today’s market you have to have an internet presence. That said, what you DON’T want to do is to put ALL of your eggs in that basket.  Make sure you have a presence, are ranking, driving traffic, and showcasing not only your listings, but your credentials as the specialist in your area and can back that up.  Opt-ins that keep your listing growing are a great add in as well.  Make it easy for people to find you when they are searching and you’re one up on your competition.
  2. Skills. There are SO many great trainers, speakers, courses, and connections these days, many even on demand so you can learn at your leisure. There’s no reason and frankly no excuse for an agent who is eager to succeed to not be playing at an extraordinary level.  Tony Robbins calls it CANI – for Constant And Never Ending I  What do your skill levels look like in terms of presentation, negotiation, pricing, prospecting – or all of the above?  Never stop learning and fine tuning.  You can have all the internet leads in the world or all the referrals in the world – if you don’t have the skills to close – then you are leaving money on the table.
  3. Good ground game. What I mean by this is modern day farming.  It’s easier than ever and so important.  To pull it off though you have to deliver Ritz Carlton quality and service. That means picking the right area – then creating a dominating presence.  To do that I suggest you…
  • Pick the absolute right area. Don’t just choose your carrier routes or neighborhood without doing your homework.  Not long ago, we invited our friends from Benutech and ReboGateway to join us for a webinar in which they taught our customers how to use turnover rate, sales price, homeowner to renter ratios and additional data to find the right farm. You can watch it on demand here:
  • Send out the largest legal size mailing possible (12×15). That sends a message to local homeowners that you are in the game to win. Show up BIG, and let them know you mean business. That’s where the Market Dominator becomes your differentiator. Done for you content. Consistent delivery. Directly to your farm.
  • Make it a campaign. In other words, if you’re going to be like 90+% of agents and drop one or two marketing strategies then call it a day, farming is not going to work. If you do however decide that you are going to commit for the duration and consistently show up month after month after month with a strong message and direct response offers – you’ll be positioning yourself to win.

Now if you’re ready to knock it out of the park and learn how the Market Dominator can give you the competitive edge, give me a call today at 702-683-1967. I know we’ve got the systems and tools to help you do just that. Visit us online at www.prospectsplus.com or give us a call today at 866.405.3638.

With inventory in high demand, and buyers eager for deals, sometimes it takes a little objection handling skill and myth-busting to turn these sellers into happy clients.  

So, let’s put on our “Myth-busters” hat for a moment and take a look at some common misconceptions:

1.  All FSBOs are hard to work with. Really – all of them?  In truth, most sellers who are trying to fly solo to get their homes sold are eager to save money, not well-informed as to what it takes to price right in today’s market and usually fairly motivated.  Are they distrustful of agents?  Sure, many are — but that doesn’t make them difficult – it makes them human beings.  It’s YOUR job to earn their trust, treat them with respect, develop a relationship and make them raving fans.

How do you help develop that relationship? Consistent communication, professional real estate fsbo marketing postcardspresentation tools and a can-do attitude.  Try the “7 touch” series of our real estate FSBO marketing postcards – they’re perfect for getting your foot in the door and raising those questions (and answering them) in the minds of the sellers that get them to then call you for help.

Or our FSBO door hangers are very popular (and perfect for keeping a stash in the car for a quick leave-behind every time you see a For Sale By fsbo door hangers Owner! Many of our direct response tools, and any time you are reaching out to get in the door of a potential listing, especially a FSBO, be sure to offer something of value.  A fair trade item.  A reason to contact you. (And a reason for you to contact them!)  Great ideas for this are free reports, market information, list of resources, our Pricing Pyramid.  You can find lots of fair trade items in our RESOURCE section of our site!

Click here or on the video box below to see how easy it is to order these door hangers!

2.  All FSBOs Are Overpriced. Don’t you just love sweeping generalities?  In truth, (again) – many probably are.  But surprisingly, with all of the internet information out there, and the fact that it is a buyer’s market — many for sale by owner sellers DO get pricing a property right. But more often than not, they don’t get that they can get MORE for their home, statistically, using a real estate professional so it’s your job to help them understand that!  

 

Many time sellers think, “how hard can it be?” Especially when they want to tack your commission onto the top of what you’ve already determined to be Fair Market Value so they can get every penny possible from their investment. When you say no to the higher price point, you’ll often get hit with the “I can just sell it myself and not have to pay anyone” response.

Here’s a technique to try:
“Mr. and Mrs. Seller, I can appreciate your thought. Many homeowners weigh out that option when they decide to sell their home.  The top priority for most home sellers is getting the highest amount possible from their home. Is that your top priority as well?  What I can share with you with you is a study conducted by the National Association of Realtors every year called the annual Profile of Home Buyers and Sellers.
It shows that in the last year, the average FSBO home sold for *$185,000 compared to $240,000 for agent-assisted home sales. So, you can see that even with paying a commission, I can still get you a higher dollar amount for your home than you could selling it on your own.

Would you like to know why? The biggest reason is the exposure I can create for your property as opposed to what you can do on your own. With an agent, the property is entered into the MLS where it is broadcast marketed to not only consumers via the paper, home guides, and a wide range of internet sites, but to the ______ agents in our area as well. By creating greater exposure for your property we create greater buyer competition which leads to a higher selling price.

That, and as a real estate professional with ___ years of experience and because I’m a third party, I’m better able to negotiate on your behalf, getting you the best deal for your home. You have to remember that a buyer working with a For Sale By Owner knows that you aren’t paying a commission, and more often than not, they’re well versed in the price of the comparables in your market, so they are already in “bargain hunting” mode.

When you take all of that into consideration, as well as how much of your own valuable time will be taken up with trying to do your regular job plus take on showing the property, trying to negotiate, searching for the necessary legal documentation and trying to qualify buyers, can you see how you could be saving more by using a licensed agent?”

This may be a good time too to introduce the Merchandising Review.  If you’ve never used it, give it a whirl – you’ll make it a part of your listing tool chest from now on!  It’s a great way to strategically walk sellers through ALL the components of salable listing and even helps to answer some questions (price at the top!) before they’re even raised.  Download your copy for free and start using it today.   By the way – here’s a little Merchandising Review dialogue you can use when contacting FSBOs.

As soon as you see that FSBO pop onto the market, you should contact them by telephone and attempt to use the Merchandising Review as a reason for them to set an appointment to talk with you.

“Hello, Mr./Mrs./Ms/Miss ____________, my name is _______, and I’m with ______.  The reason I’m calling is that I see you have put your home on the market and I’m sure you’re eager to get the best price for it – right? (Wait for their answer!)

Wonderful!  I wanted to offer you a very special tool that we use called a Merchandising Review Form…have you heard of it before?  It is what I use to make a comprehensive analysis of whether a home is salable in TODAY’S market and what you can do to guarantee that it will sell for a great price and terms.

What I’d like to do is set a time when we could sit down together and go over the Merchandising Review.  No cost or obligation – just something that can help you get your home sold.  It takes about 20 minutes. (Set a time.)

Walk them through each item and negotiate the issues that were might keep the property from selling.  Correct these issues, and ask if they would allow you to show them your marketing plan.

3.  FSBOS can just do this on their own. I love this one.  Truth is, statistically, most FSBOs do end up using an agent.  In recent statistics only 8% of the homes sold according to NAR were FSBOs. And of those – 31% don’t even market their properties. So, they NEED someone like you to lend them the expertise to not just get a great price, but to make the process as headache free as possible.

Most Difficult Tasks for FSBO Sellers:

  • Getting the right price . . . . . . . . . . . . . . . . . . . . . . . . . . .  18%
  • Preparing/fixing up home for sale: . . . . . . . . . . . . . . . . .  13%
  • Understanding and performing paperwork  . . . . . . . . .  12%
  • Helping buyer obtain financing: . . . . . . . . . . . . . . . . . . . .  6%
  • Selling within the planned length of time: 3%
  • Having enough time to devote to all aspects of the sale: 3%

FSBOs really are the “low hanging fruit” for many agents – why?  Because they’re usually still motivated to sell!  But the keys to success are that  you have to consistent (can’t show up just ONCE – remember MOST deals are sealed after the FIFTH contact), timely (most successful FSBO experts make reaching out to FSBOs a DAILY business practice – no half-stepping it!) Know your business and your market (practice, drill and rehearse your presentation and you’ll create a presence as the turn-to agent in your market for FSBOs.

So go ahead – time to CRUSH IT and start listing those FSBOs and start maneuvering, out-selling and out-smarting the competition in your market place!  And remember -we’re here if you need us.  Call our team today at 866.405.3638 to help choose the marketing materials you need to capture this market!

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!

 

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!