Saturday, March 24, 2018

Take the March Challenge! 

By Julie Escobar

Why leave all the “March Madness” stuff for the basketball fans?  This month, we’re looking at ways to inspire agents to take the ACTION they need to drive their numbers and build momentum.  That means being pro-active, and working ON your business as well as in it.  There’s no doubt agents are increasingly busy, but when they fail to time-block for business-driving activities like prospecting and database building, they often fall into the commission-chasing category as opposed to having a steady business and referral stream they can count on.

Statistics tell us for every twelve people in your sphere of influence that you regularly connect with, you can expect a deal or referral per year.  That’s valuable information to know. Yet, how come so many agents lose business because they failed to stay top of mind and connected with their sphere?  And when you find a farm that has the a healthy turnover and you’re NOT actively marketing to that area? You’re leaving money on the table.

Here are three pieces of great advice for getting ahead in this business:

International Speaker and Coach Darryl Davis: “I tell my students and coaching members to focus on the activity rather than the results. Why do people fail? Because they don’t see immediate results. So, they do what? They QUIT. When you switch your thinking to focus on the ACTIVITY, not the results, it helps you get past the fear. Think of it like baseball averages. Ballplayers know the more times they get up to bat and take a swing, the more likely they are to get a hit. After a while of playing, they know their numbers… their average. The same is true in prospecting – you’ll get to know your numbers. So maybe out of 10 calls, you get five connects and two appointments. I tell my students that their goal should NOT be to get the appointment; it should be about building relationships. Why? Because it takes the pressure off.  Focusing on getting an appointment is a win/lose scenario. If you don’t get it, your reaction is, “I lost. I’m bad.” When you focus on building a relationship, every call is a win. The truth is, you’re not going to get an appointment unless there’s trust. By building relationships, you build trust – and the appointments will happen by themselves.”

Power Agent Denise Buscemi, Florida:  “My advice? Several things. First, remember when you are meeting customers and clients, make everything you do be about that person and only that person–the rewards will naturally follow. Next, read more – be a lifelong learner. It makes you more competitive.  Be a great listener – not only does it make you a better communicator, buyers and sellers will tell you everything you need to know to help you close the deal.  Send the postcards that keep your name in front of them. Do your homework and always go the extra mile.”

Power Agent Kathy Casarin, Pennsylvania: “I would say first, there are no timeouts for replays!  Engage your client get back to them fast whether it is on Facebook, email, in person or a phone call.  Don’t wait or you’ll find they’ve already called upon someone else. Next, assure your client you are the professional. You are experienced, successful and know what works and what doesn’t. Earn your clients trust upfront. Become your absolute best at communication. Keep your client in the loop every step of the way, whether it is periodic emails as to how their listing is doing vs competitors.  Make that phone call to discuss price, home improvements, showings, open houses etc.  Regular contact reassures the client you haven’t forgotten about them or their listing or the homes they want to buy… so when you have to advise them on say a market adjustment on home price they agree and know it is in their best interest because you are always with them to get this SOLD. Stay current and do what works.  The truth is it all works–but only if you do it — so don’t forget to post on your social networks, answer real estate questions on Trulia, use ProsectsPLUS! to send out postcards, attend social gatherings to see and be seen and be that constant reminder to say, ‘Hi! I’m in Real Estate!’”

Our challenge to you this month? 

  1. Calculate your SOI. See how many people you need in your sphere to hit your goals this year by
    heading over to our SOI Calculator.
  2. Thank people. Send Thank You Postcards from our Customer Appreciation Series to at least 100 people on your sphere of influence list this month.
  3. Pick up the phone. Make at 20 calls per day to your sphere of influence. (100 per week is a big goal!) There are some really fun connectivity ideas on our Master Marketing Schedule if you’re looking for interesting reasons to connect! Consider Darryl’s advice above if you’re nervous about talking to people.
  4. Knock on at least 100 doors. Use door hangers so that even if folks aren’t home they’ll know you were there. According to the Master Marketing Schedule, March 12th is National Flower Day, it might be the perfect time to attached a packet of flower seeds to your door hangers and walk your farm! Have some fun with it!
  5. Add 100 people to your database. Now, this one may sound hard, but it doesn’t have to be. Some agents are on top of their game, adding new people all the time. But a LOT of agents that we talk to don’t really have a handle on their lists.  Hire a college kid or virtual assistant for a short-term project to get this done. It’s one of the most important things you can do as an agent. Here are some sources that you can pull from:
    1. Past purchased lists. (Think of all those Just Listed and Just Sold postcards you’ve sent out. Have you done anything with those saved lists you’ve purchased? Put them all in a database and use it to send Listing Inventory postcards or Neighborhood Update/Free Offer Postcards)
    2. Past buyers and sellers. Hand over those files to someone who can pull all those contacts and put them into a database for you. These people already have trusted you enough to do business with them.
    3. Get creative. Download our BusinessBASE, to see the 250 people who should be in your sphere and start adding.

It’s a good month to go above and beyond. To stretch yourself, your goals, and your reach in your community.  Take some time this week to plan your calendar then go for it. We’d love to hear how you’re doing.  Connect with us on Facebook (and be entered into our March Contest), or leave a comment below.

Need help? Our marketing team is amazing! Call them today at 866.405.3638. They’ll walk through any questions you might have and help you get your marketing on track! Have a great month ahead!

Staying Top of Mind With Your Sphere

by Julie Escobar

Consistency is key when marketing, but agents call us every week to ask, “What should I send?” So, we put together three suggestions to get you started.

  1. Holiday Postcards:  This week’s Master Marketing Schedule tip is to send your St. Patrick’s Day postcards to your sphere of influence.  Agents love Holiday cards because they are timely, can be easily customized with a fun message, and the consistency (sending one per month) is just what the doctor ordered for staying top of mind.  Just be sure to order the first class option for speedier delivery. Our St. Patrick’s Day postcard and Daylight Savings postcards are perfect for reaching out to that top tier of customers on your list in March. 
  2. Animal II Series:  There’s a reason the internet is filled with puppies and kittens.  They make people smile. As our friend Darryl Davis talks about – that’s one BIG key to building rapport and making connections with people – giving them reasons to SMIILE! We’ve recently added this new series option to our offerings because of agent demand.  You can look for many additional cards to be added to this series over the next few months.
  3. Market Quote Series:  This series is growing as well and is an easy way to communicate some of what’s going on in the market right now, and have a little fun!

To get the most from your postcard campaign follow these steps: 

  • Pick a postcard.
  • Choose a size.
  • Choose first-class delivery for holiday postcards, and your choice of delivery options for non-time sensitive postcards.
  • Choose the pre-written copy – or better yet, customize the back of the card with a message of your own. You can offer an item of value, invite customers to an event such as a home buying or selling workshop, or just send them well wishes.
  • Upload your sphere of influence list:  those who know you, like you and trust you. This list is usually compiled from your friends, family, acquaintances and past customers.  Statistically, if you stay in touch with these folks every month, one in twelve should produce a listing, sale or referral to you per year! If you need a list of the 250 people who should be in your sphere, head over to our resources page and dowload our BusinessBASE.
  • Use a promo code to save 10%! Here are the top postcard promo codes for the current month:
    • VAL10S – standard size, mailed First-Class
    • VAL10J – jumbo size, mailed First-Class
    • VAL10P – panoramic size, mailed First-Class
    • VAL10JSC – jumbo size, mailed Standard-Class
    • VAL10PSC – panoramic size, mailed Standard-Class

Next, a fun tip to help you have more fun with your sphere and farm:  Be sure to check in weekly to our Master Marketing Schedule. In the next few weeks you’ll see Pistachio Day, Dentist Day, Salesperson Day, Doctor Day, Pi Day and more. What do these all have in common?  Each includes interesting and fun ways to connect with the folks in your market and differentiate yourself from your competitors! Find out how! 

Need more help? Call our team at 866.405.3638! They’re happy to assist! 


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!


It’s an exciting time to be an agent!  Did you know? Each month we add powerful new tools to help sales professionals stay top of mind in their markets.

Here’s what’s new for October!  oct-toolsHoliday postcards are a great way to reach out to your sphere each month. Savvy agent DON’T just wait for Christmas and Easter to stay in touch.  When choosing holiday postcards, please allow two weeks for timely delivery.

Rules of thumb for postcard mailing timeliness:

Need it fast? Choose First Class Mail Option:  Delivered by the Post Office in 3 – 5 days. Best for time-sensitive mailings, such as “Just Listed”, “Just Sold” or “Open House postcards.

Got a little more time? Choose Standard Class: Delivered by the Post Office in 14 – 21 days. Best for recurring mailings, such as Recipe or Inspiration postcards.4-reasons

Our Content postcards are perfect for agents who like to use education-based marketing tools. An alternative to full newsletters, these gems are filled with insightful, timely information that consumers love to read (and share), they are a simple way to stay top-of-mind with both your sphere and farm — and present yourself as an expert in your field.  You’ll find over 20 varieties in this series.oct-com-news

And our all new Community News newsletter series is a great way to stay connected with your sphere as well. Filled with timely information and done-for-you content! A new issue is released each month and perfect for staying time of mind with potential buyers and sellers.

Head over to our Specials page to get all your budget-saving promo codes which will save you 10% on your next orders.

Don’t forget! For every Holiday Postcard order placed through the end of the year, we’re donating 10% to St. Jude Children’s Hospital. Get started today.

Need help? Call our team at 866.405.3638.

Row of residential houses in suburban neighborhood

Insights From ReboGateway

By Julie Escobar

We just had an amazing and informative webinar with our friend Brian Fox from Benutech and ReboGatewaybest carrier routes that got a lot of agents buzzing about using a BETTER way to leverage EDDM.

For those of you who are new to the concept, EDDM is a system provided by USPS that allows you to literally get in EVERY door in a carrier route for a low postage cost of 18.3 cents per piece – and you have the ability to send out marketing pieces of all sizes, which is big plus when you choose a BIG size!

What we’ve found is that one of the toughest challenges is deciding where to start.  Almost daily we are asked by customers, “What’s the best way to pick a carrier route?” Fortunately, our friends over at Benutech figured that part out for us!

In this webinar you’ll learn how they can help you pinpoint not only which carrier routes have the highest NeighborhoodSpecialist_11x8.5_FullBleed_Workingturnover rate, but also those with the highest dollar homes, and largest percentage of homeowner to deliverables. That’s huge for agents, because up to now, most agents have chosen carrier routes more based on location to their office, or the neighborhood they live in, or just randomly – without really knowing which would have a higher probability of yielding the best results.  Now, they can be much more strategic in their approach to carrier routes.neighborhood update series

The great thing about EDDM is that you don’t need a list – it literally gets in every door.  However, the savvy agent knows that marketing should be layered. So they can also pull the list from their ReboGateway system to add additional marketing touches such as Just Listed postcards, Just Sold postcards, Open House cards and more.

To learn what our customers top picks for Every Door Direct Mail, we asked our Director of Business property showcaseDevelopment Ramona Williams who works with our customers every day.  She shared, “I’d say, by far, the most popular piece hands-down is the Panoramic Postcard featuring a new listing.  It’s sleek, beautiful, markets the new listing and is a great way to showcase the agent’s results as well.  Secondly, we’re seeing a lot of agents who are using a little bigger piece to spotlight multiple listings on one mailer.  It might be for a series of open houses or just to showcase that the agent is the turn-to person to call for listings in an area.  And third, we’re seeing agents use panoramic postcards featuring direct response offers such as a Free CMA, List of Homes, Consultation, etc.”

Some links to get you started:

Use promo code EDDM10 to save 10% on your EDDM order! 

To save on ReboGateway use promo code PROSTUA (make sure it’s all capitalized).

This promo code will provide ReboGateway annual for $399.95 with the Tract Utility (turnover tool) provided for FREE (saving $120) via the Promo Code.

If you are thinking of using this powerful tool, consider choosing just one or two routes to start.  With the average carrier route running anywhere from 300-500 homes, it just seems like a manageable area for most agents to not only connect with – but have the ability to follow up on.

And follow up is important, as is consistency.  If budget is an issue, then you may wish to choose a smaller route and be consistent in sending to that route often. One-shot mailings – even ones that saturate a market area are not normally very effective.  The agents that are seeing the best results from this system are sending every one to two months for at least six months.

Watch the video:

If you’re interested in learning more about the tracking data from Benutech and ReboGateway, call them today at 866-887-0206 for a free demonstration of the data that is available in YOUR area.

If you are a real estate pro and you’d like to learn more about what EDDM tools we can help you with, give us a call at 1.866.405.3638 today.