Thursday, March 23, 2017

Putting the Pieces in Place to Out-Brand, Out-Market, and Stand Out in a Geographic Farm

by Julie Escobar

The savvy agents? Are out there in their neighborhoods, and in their communities and in this powerful age of information. Top agents are presenting themselves as the resource they know can and will make a difference in terms of how they make decisions for their families.

So, how do you brand yourself as that resource?feb dom front

1. Consistency & Content.  Farming a geographical area is a time-tested, proven method for garnering new listings and referrals.  Yet for many agents, the what (what to send, say, create), the when (how often) and the cost (that one speaks for itself) has stopped them from farming consistently.  Maybe a mailing here or there, but nothing that will truly help them become a brand name in a market area.

That’s why we created the Market DominatorSM. We’ve got the ‘what’ and ‘when’ buttoned up for you.  Each month we have two powerful, consumer-centric articles on the front, bright, eye-catching info-graphics, engaging direct response offers, free reports that can be used as fair trade items, fun conversation starters, and a timely agent message.  On the back we have content-rich articles and ideas that consumers love to share.  All of this in an attention-grabbing 12 x 15 poster that is delivered to EVERY home in the farm area, EVERY month, via the cost-saving Every Door Direct service from the USPS.

2.  Get out of stealth mode.  We recently viewed a video from a powerhouse agent and coach who challenged her coaching members and agents world-wide to get out from behind their computers and out – front and center in the communities they are services.  Social media is an amazing place to speak one-to-man, and develop powerful agent-to-agent referrals and connect with your sphere — but nothing — NOTHING will ever take place of meeting and greeting the folks in the neighborhoods you serve.

Our Dominator customers know that owning a market is like peeling an onion – there are many, many layers to it. Door knocking, canvassing,  Q&A sessions at your local market, coffee shop, or library, open houses, charity drives, school sponsorship participation — all of it helps consumers put your face with your name, your name with your business, and helps brand you as THE community resource they can turn to get information.

3.  Beef up your collateral (and sell yourself).  What do consumers also want to know about the agents they five tipswill choose to help them with one of the biggest financial transactions of their lives?  Your RESULTS.  Fire up those Just Listed and Just Sold postcards – share statistics and testimonials, showcase what makes you unique and how that benefits THEM.  Use door hangers, and free reports to extend your reach, and the extra Dominators that are sent to you to show potential sellers how you are going the extra mile to ensure that every home you list is sold as quickly as possible and for the highest price available.

In the WIIFM (What’s In It For Me) Channel that folks are tuned into every day – they want to see these two things:  RESOURCES & RESULTS.

National speaker and coach Todd Robertson shared this thought, “As the market heats up the great agents in the country and those on their way to becoming great are very focused on three things:

  1. Qualifying people stronger then ever before
  2. Separating themselves from competition
  3. Having a consistent campaign in place to farm and create passive income for years to come. This is simple. Yet not always easy. Simple because most of your competition will not commit to an area for any real length of time. Simple because we have seen the results of at least 10 percent market share first year. 20 plus percent the second year.

The truth is that it’s not always easy because you have to believe in yourself. Believe in your selling skills and most importantly believe that you deserve to be wildly successful. It all starts there.”

Most agents?  Won’t commit to geographic farming.  “It takes too long.” “It costs too much.”  The two biggest ‘reasons’ for not jumping in.  That’s good news for the agents that do.  It means that they fall into that 93/7 rule.  They will be the 7% of agents ruling their markets while the other 93% continue ‘one-and-done’ marketing or worse, no marketing, just chasing the next deal.  Chasing the next commission is not a fun way to earn a living or live.  Our industry is a treasure trove of opportunity.

It’s one of the few where you have zero cap on how much you can earn or how far you can go regardless of gender, race, religion, geography, history – anything.  It does take a little planning, a little courage, a little consistency, a little skill building, a little stick-to-it attitude, and the right tools.

This month commit to being part of that 7%.  Fire your business up on all cylinders.  Work your sphere, your farm, and your niche – each month — EVERY month.  The results? A career and life that IS fun, exciting, rewarding, and anything you want it to be.

Questions about how to DOMINATE in your market?  Call Todd Robertson at 702-683-1967 or email us today.

Need help building your collateral materials, sending Just Listed/Just Sold postcards, finding the right free reports for your buyers and sellers, or building a better brand for yourself?  

Visit us online at www.prospectsplus.com or give us a call today at 866.405.3638.

 

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.

Insights and Strategies to Own Your Geographic Farm

by Todd Robertson

Ask yourself this: Are you the “Go-To” agent in your area? Who is? And why are they?  The truth?  Usually is that they are the number one REALTOR in the market because of their ability to brand and market themselves — not necessarily because they are the best agent for the job.  So how do they achieve that position?  Because perception becomes reality.

Here’s the reality: the majority of agents will never become that go-to person in their chosen area, because dominator decemberto become THAT agent requires time, effort, money and commitment.  There’s a cost to brand yourself – and really — there’s a cost to not branding yourself.

According to stats from industry resources such as Realtor.com, WAV Group and RISMedia, only 10% of agents ever make more than three touches.  However – here’s what we know:

  • 2% of sales are made on the 1st touch
  • 3% on sales are made on 2nd touch
  • 5% of sales are made on the 3rd touch
  • 10% are made on the 4th touch

And…

  • 80% are made on the 5th-12th touches!

So, if you’re an agent who truly wants to brand yourself as the go-to resource, are you ready to step up your game?  Here’s what some of our customers are doing:  Imagine a two year campaign to a specific geographical area. Where you are sending the largest legal size allowed by the U.S, Post Office. If an agent really did this, a couple things would happen.

  1. Homeowners who receive this marketing piece consistently each month began thinking “Wow, this agent shows up in my mailbox every single month — they must know the market.
  2. In a sellers mind, they began to say to themselves and their neighbors, “Wow, if this agent is this strong at marketing, and we need to list our home, imagine how great she would be at marketing our home?  Again perception becomes reality.

In your mind, make a decision, are you willing to pay the price to become the “Go-To” agent in your market? We all know the reward at the finish line . . . once you are branded, you get the listing, you get the commissions and you get the fulfillment of helping 30-50-100 people every year buy and sell real estate. It’s a great life!  Let’s finish the year strong.

Questions about how to DOMINATE in your market?  Call me today at 702-683-1967 or email us today.

Need help building your collateral materials, staying top of mind, finding additional touch point pieces that work for you?  Visit us online at www.prospectsplus.com or give us a call today at 866.405.3638.

Savvy Agents Choose the Right Continuity Program for Their Market

By Julie Escobar

One thing is a certainly a constant in our world – and that is that people are creatures of HABIT.  re news mayThey want predictability, comfortable decisions and easy choices – especially when it comes to who they CHOOSE to do business with.  And with a market where competition is fierce and marketing dollars tightened, savvy agents are making smart choices of their own in terms of the continuity systems and tools they are using to engage their sphere of influence or geographic farm consistently, month-after-month.

Top-of-mind awareness doesn’t just happen-right?  (Wouldn’t THAT be fantastic?)  Instead, it’s something we have to work at.  But the truth is, top salespeople know that to make the most of their talents and skills and earn top dollar – they should be doing what THEY do BEST – LISTING and SELLING homes.  Getting face-to-face and voice-to-voice with buyers and sellers.  NOT necessarily writing and designing mailers, schlepping down to the post office themselves.  But the marketing HAS to be done.  The brand awareness has to be built and the influence has to be developed and earned in that sphere.

Why?  Statistics show that 90% of real estate buyers and sellers come from the following:re news april

  • 48% choose someone they already know (the relationship has been built)
  • 24% choose an agent based on a referral or word of mouth
  • 12% from a listing call or for sale sign
  • 6% from open houses

So if you’re NOT building that relationship – you will be battling it out with the other agents for that leftover 10%.  (And that’s just no fun – and low rewards!)  So let’s look at a system that’s easy, manageable, doesn’t take a boatload of your time and gets your sphere or farm engaged – what do you say?

ProspectsPLUS! has been a leader in helping agents serve up the right messages to their right market segments at the right time – and that includes writing some of the best-read newsletters in the industry.   And our newsletters are filled with timely information, eye-catching real estate infographics, fun facts to share, and engaging direct response offers —  so that agents just like you can, in just a matter of minutes, use these powerful continuity tools to stay in touch CONSISTENTLY with that VERY IMPORTANT 90%!

What makes our newsletters the tool of choice for so many agents?

  • They’re done for you.  While every newsletter is COMPLETELY EDITABLE – in other words – re news april dominatoryou can change anything you want in terms of copy.  You can add your own spin, market statistics, personal note or invoke your own personality but when time is of the essence and you just want to get it checked off the list – you’ve got a template that’s ready-made with everything you need to capture your customer’s attention.
  • They’re compelling.  We put in the time, effort, energy and RESEARCH to create newsletters that get READ.  Interesting headlines.  Topics that are timely.  Articles that enter the conversations going on in the minds and households of consumers today.  Fun facts people can share with friends or online in the social media platforms.  News they need to know.
  • They’re DIRECT RESPONSE.  Meaning all throughout the newsletters, you’re giving customers or potential customers persuasive reasons to contact YOU.  They offer items of VALUE.  Engage them with smart questions that invite people to call you for answers.
  • Space for sponsorship.  Many agents use the ‘editorial’ section on page two of their newsletters to feature a sponsor such as a title rep, mortgage lender or real estate attorney.  This allows them to spotlight a trusted resource – and either share in the cost of the monthly newsletter – or in many cases- get them paid for completely by the sponsor.  That’s a win-win-win for everyone.  The sponsor gets recognition and builds a relationship with a trusted REALTOR, the agent gets their marketing paid for and has the ability to CONSISTENTLY reach out to the sphere or farm and the consumers get information that’s engaging, timely and of interest!
  • They’re AFFORDABLE.  You’ll find all of ProspectsPLUS! tools and solutions always competitively priced and newsletters are no exception.  Sign up for your FREE account online and you can preview our pricing matrix based on quantity and shipping options.  Just visit us online today.
  • They’re EASY.  Who has time for frustration in today’s world?  Once you’ve created an account, added your personal information and photos – the rest is a piece of cake.  With all the content already done for you – it couldn’t be simpler.  And if you’d like a helpful hand to walk you through the process or help you decide – contact our team at 866.405.3638 today. They’re always eager to assist!
  • You have OPTIONS.  Our newsletters come with three different options.  First, our Done-for-you – which can be downloaded as a pdf and printed yourself, shipped to you, or mailed for you. Secondly, you could take advantage of the Every Door Direct Mail® version and save big on postal costs!  And lastly. for those eager to DOMINATE  a market, our Market Dominator System™.  Learn the difference between all three options here! 

If you’re in the market for a continuity program that makes your job easier, your production and market share INCREASE and that’s easy on your budget – check out our newsletters today.    We’ve even added a step-by-step video for you so you can see for yourself how easy it is!

Oh – and here’s a tip for ADDING to your sphere — ever work with investors?  Or in property management? It’s easy to find the names and addresses of non-owner occupied luxury properties. Simply use the MapMyMail system and choose the non-owner-occupied data select! Watch the video here.

Happy marketing and remember – we’re here if you need us!  Just call our team today at 866.405.3638.  Google

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!