Sunday, June 25, 2017

With Industry Icon Danielle KennedyDanielle Kennedy

By Julie Escobar

It’s not too often you get to interview one of the First Ladies of Real Estate, so I was thrilled to connect with none other than industry pioneer Danielle Kennedy last week to congratulate her on the 30th Anniversary of one of the most timeless real estate books written, How to List and Sell Real Estate.  As always, she’s delightful, strong, passionate and right to the point.  I hope you’ll enjoy her words of wisdom!

Q:  Danielle, how exciting to announce the 30th anniversary of your best-selling book of timeless real estate strategies, How to List and Sell Real Estate.  I remember reading the original ‘back in the day’ — how do you feel about hitting this milestone?

A:  Excited and strong.  Strong, meaning, I am so pleased I wrote the book and made it real.  From DK How to list and sell real estatemy heart.  And very, very practical.  It is not a puff piece.  It is very hard core. I wrote it when I was in the heat of the business.  Floundering all around looking for answers from others when I was the one who had the answers.  I loved houses.  I cared about people. AND I was motivated from within because I had bills to pay and family to support.  The HAVE TO DO IT is a necessary element. That combination for anyone wanting to be successful in this business is the true recipe.  And then layer good behavior into that combination.  Good behavior means you stay focused.  You stay disciplined.  You put in the time to meet and greet people.  It is, after all, a contact sport. If you think it is about the internet, or the most expensive lead generation program you can buy, or who your coach is, you will fail.  Those are in the equation, of course.  But it is up to you to go DO the deed.  And we all know the deed is about consistent prospecting and paying more attention to what the client needs than our own personal selfish issues.  Not always an easy task.

Q:  Your insights and tools are so powerfully relevant to today’s agents, just as much as they were 30, 20, or 10 years ago.  Do you have any favorite chapters agents should earmark?

A:  Yes.  Open House Frenzy.  How Listings Are Sold In The Best And Worst Of Times. Cut To The Chase Qualifying. Negotiating For a Lifetime Customer.  THE WHOLE ENCHILADA.  Read the bloody book.  Especially those doubters.  Those folks that think it is all about social media, technology and burying your head in your smart phone vs. making eye contact with real people. If you do not have people skills you will fail miserably in this business.  This is a manual that deals with proper people skills during every single step of the listing and selling process.

Q:  I’m a big proponent of staying top of mind with your sphere and farm, as I know you are as well.  What do you say to agents who think farming, direct mail, and relationship building are ‘old school’? 

A:  Anyone who thinks farming, direct mail and relationship selling are “old school” should come be a fly on the wall at the offices and homes of the highest paid agents on the planet.  I know them. They take home commissions in the millions.  This is the honest to goodness truth.  And they are all about farming, direct mail and building lifetime referrals.  If agents are criticizing old school, it’s because they know nothing about people skills.  They do not know how to write a letter, speak to someone on the phone or at the door in a neighborhood who has a need to buy or sell.  And sometimes that’s what humans do when they don’t know.  They deny the existence of better ways to do things.  It takes humility to admit one needs help to improve. There is nothing OLD SCHOOL about communicating compassionately, directly, and confidently with people who may need you to serve them.

Q:  If you had one word of advice for agents today, what would it be?

A:  One word of advice: Make it your business to discover the truth about every prospect that gives you the opportunity to work with them. Make sure they are giving you the straight story about what they need and can afford.  If you do not have their trust and they are not honest with you, your life in this business will be chaotic.  That’s why How To List and Sell Real Estate is a book that needs to be in your library.  It is essentially a book which helps you build trust with those you serve.

Q:  Where can people get your amazing book? 

A:  That’s easy!  You can go directly to the publisher and order online, or try Barnes and Noble or Amazon.

Thank you Danielle.  As always, a pleasure to touch base with you.  You’re doing amazing things and I’ve so enjoyed following all your life’s adventures.

If you’d like to learn more about Danielle, you can visit her site at DanielleKennedy.com, and look for her in upcoming film and television productions as well.  She’s added incredible actress to her repertoire in recent years. 

If you’d like to learn more about how to put some of those prospecting lessons to work in your own business, call us today at 866.405.3638 or visit www. Prospectsplus.com. We deliver powerful direct mail, postcard marketing, objection handling, geographic farming and sphere of influence tools to some of the best agents in the business. 

An Experienced Nod for Newslettersreal estate newsletters

By Julie Escobar

When it comes to direct marketing, you can’t beat the reputation of Dan Kennedy.  He’s been around the block – in fact, I’m fairly sure he’s BUILT a few of the blocks. That’s why it was awesome to see his piece last week on the power of newsletters and how they have not, as some bloggers would suggest, “met their demise”.  Mr. Kennedy, and many of his followers have earned their stripes by building solid, long-lasting relationships — most using his direct-response materials.

After 20 years in the direct mail and real estate marketing industry, we couldn’t agree more.  Our clients have been using newsletters to stay top-of-mind with their sphere and geographic farm areas and love the results they get in return.  While many in our business have taken direct mail completely OFF their marketing menu, you’ve got to love the power of doing something DIFFERENT to get yourself noticed (and remembered!)

Today’s consumers are hungry for new, timely, and on-target information.  They want resources they can trust and hyper-local information that is important to them, their family and the decisions facing them in today’s market.  And the agent that delivers that?  Not just ONCE, but time and time again?  Will be the agent that wins in the end.  We know that delivering quality content month after month is tough to do for busy agents.  Top agents spend (and should) their valuable time face-to-face and voice-to-voice with sellers and buyers.  That’s what is closest to their revenue line, and what they are best at.  Compiling, collating and disseminating content is time consuming and for many, frustrating.  We get it.  That’s why we’ve always said, “creating is hard, but clicking is easy!”  We develop the content month after month that gets agents noticed.  And we don’t leave out the details!

Adding eye-catching real estate infographics, industry-relevant articles, call-provoking direct response offers, and warm, client-friendly commentary are just some of what make our newsletters such a success for agents.  We also include the ability to completely edit any of the pieces and add in local stats and information to really personalize for those agents that CHOOSE to add their own creative touches.  It couldn’t be easier.

So for those that say newsletters are a thing of the past, we beg to differ.  When you combine real content, real resources, real top-of-mind awareness, and real consultative communication with the people in your sphere and farm CONSISTENTLY?  You’re more than ‘sending a newsletter.’  You’re building a referral base that will take you throughout your career.

And for those who REALLY want to DOMINATE in their marketplace, we’ve got a system that delivers MORE than just a newsletter that gets you both in the door and drives market share for less!  Learn more!

Want to learn more?  View all of our newsletter templates here or contact our office today at 866.405,3638 to find out how we can help you start reaching out to the referral market you may be missing today!