Sunday, October 22, 2017

(It’s More Than Just Money!)what you lose by not staying in touch

By Julie Escobar

We frequently share the BENEFITS of building and maintaining a salable book of business or sphere-of-influence such as knowing where your next commission is going to come from, developing long-term friendships and relationships, solid referrals you can count on, etc.  What we don’t usually talk about is the flip side of that coin.  What is it COSTING you when you DON’T stay in touch and follow up with your sphere or farm?

What if ONE prospective seller or buyer fails to call you when they are ready to sell or buy because they ‘forgot’ you were in real estate since you didn’t stay top of mind?  Because you didn’t follow up when you said you would?  Because you stayed in stealth mode, waiting for the phone to ring?  Because you didn’t create a database to manage your lists, so they simply slipped through the lack of system?

We know that on average, top agents get more 66% of their business (or more) from their sphere.  (People who know you, like you, trust you, and you’re top of mind with.)  We also know that 1 in 12 will deliver a transaction or referral per year on average.  So let’s run SIMPLE numbers using our SOI calculator

If I wanted to make $200,000 per year in real estate and my average commission was $6,000 that would mean I would need AT LEAST 33 transactions in a year (plus whatever your fall-through rate is) to reach that goal.  If 66% of that is coming from my sphere – that means I can count on 22 of those transactions coming from the people I am staying in touch with. If 1 in 12 are sending me that business, then I’ll need at least 264 in my sphere to hit the numbers.

The reverse of that is this…22 commissions LOST. That’s $132,000.  But it’s even more than that-right?  Because let’s face it, if good news travels fast, bad news travels faster-doesn’t it? So, for every broken promise, lack of follow up, or poor customer experience you provide, that can mean a loss of not just a customer, but every referral they might send your way.  Add social media in the mix, “don’t use Agent X because they don’t follow through” – and you’ve got a slippery slope that’s tough to recover from.

  1. Commission loss per seller or buyer? _____________ (Average commission)
  2. Loss of referral?  ______________ (Average commission x let’s just say 2 referrals)
  3. Loss of re-list and future sale? _____________ (Average commission x average homeowner moves – lists, sells, and buys new – every 9 years)
  4. Loss of marketing dollars spent on those sellers and buyers not recaptured? ________________

Lastly, loss of reputation as a turn-to, stand-up, get-the-job-done agent.  That’s really too much to calculate, isn’t it? And that’s not YOU anyway!  You’re the stand-up agent-right?  Besides, staying top-of-mind is an easy, and affordable investment.  Remember that SEND-CALL-SEE + NETWORK approach I’ve shared in the past.

Start with how many you need in your sphere by heading over to our Sphere of Influence Calculator.  

SEND – let’s take our example from above – if I needed to stay in touch with my sphere of 264 customers listing-inventoryevery 30 days to stay visible, (and help earn that $132,000) – and I wanted to send a standard sized postcard first class, that would be 62¢ per card  or $163.68 per month.  Or you could choose jumbo cards, or newsletters, our Dominator, or even handwritten cards – or better still a combination of all of the above. See what your budget allows and start somewhere, but be consistent every 30-45 days.

CALL – you should call your customers every three months.  If you break down that 264 number over 12 weeks — that means you just have to call 22 per week to reach everyone.  Easy FEB-Dominator-FRONT-Largepeasy!

SEE – you should see your customers at least two times a year.  Many agents host open houses, holiday events, or even neighborhood block parties (with sponsors for each) which gives them a chance to see many customers at once.  Take that top 20% of your list – the ones who consistently send you business – and be sure to spend some one on one time with them.  Take them to lunch.  Drop by a gift. Deliver tickets to the movies for their family.  Our Master Marketing Schedule has some terrific ways to creatively connect each month.

NETWORK – In today’s hyper-connected world, networking has to be part of the equation. From social media to joining local groups, to developing a mastermind of like-minded people to share with — networking is a key source of knowledge AND referral business.

Don’t lose any more dollars, branding, or reputation to lack of connectivity.  You are your business.  The connection you have with each and every one in your sphere will determine whether they stay a client (and a referral source) or whether you take a loss.

Need help? Contact our team at 866.405.3638 today.

3 Great Strategies for Creating PRESENCE This Season

By Julie Escobar

It’s that time of year.  The holidays are here and with them much of your competition is settling in – for shorter days, slimmer work calendars and that ‘wait ‘till the first of the year’ slump.  Not you.  You’ve got your eye on a new year filled with promise and kicked off with momentum-right?

Here are three things you can do to create vital PRESENCE now that will carry you through the holidays and long into the New Year with powerful, forward, full-steam-ahead strength.

Commit to Consistencythanksgiving cards

You know what you see a lot of?  Agents who ONLY send a postcard or greeting card once a year.  Start now and make it a point to ‘touch’ your sphere and farm at LEAST once every 21-30 days for the duration.  Consumers today are savvy – they’re not swayed, influenced or impressed by the ‘one-and-done’ marketing efforts.  From their perspective?  If you’re that lax in how you market YOURSELF – how will you be at marketing THEIR property?  Show the consumers in your market place that you’ve got the chops – and the commitment to be front and center not just once, but again and again and again.

Community Countsworkshop cards

Want to be known as the neighborhood resource or the market specialist?  Get out of the office, out from behind your desk and out in FRONT of the people in the community you serve.  Make it a point to calendar at least ONE community event in your market per quarter – or even per month.  It’s an edge that will set you apart, win favor and create a presence that you’re the top agent to talk to. Team up with your local schools, libraries, chamber of commerce, or even a network of like-minded business professionals to help create awareness, increase attendance and bring a wide spectrum of information to those who want it most.

Think AHEADlisting inventory1

The smartest agents in the business are never satisfied with doing things the ‘same old way’.  They’re keeping their ear to the ground, eyes open, and thinking ahead.  What can you do to make a splash?  How can you best keep the ‘buzz’ going?  I love Tony Robbins who has served up the motto ‘Constant And Never Ending Improvement’ for years.  In a 24/7, 365 world, you can’t let your skills, your top-of-mind awareness, or your passion to coast or slip to the back burner.

Need help?  Call us at 866.405.3638.  We’ve got answers you can count on.  From direct response postcard marketing that keeps you top-of-mind, to Holiday messages that make a difference, to real world resources that you can adopt and make part of that empowered new marketing and business plan for 2017 that we know you are ALREADY working on!  Have a great week!

 

 

Clock dial with 2016-2017 change represents the new 2017, three-dimensional rendering, 3D illustration

With Just 100+ Days Left in the Year…Timing is Everything

By Julie Escobar

It’s funny to think that what you do today – this week – this month will affect whether you and your family will celebrate a stress-free holiday season and finish the year strong, or whether you’ll be worried and hurried and wind up with more year left than budget!   With just over 100 days left in the year – let’s take some ideas from the top producers and look at the five things they continuously put into place to guarantee a great fourth quarter.

  1. Know your numbers.  Savvy entrepreneurs already know how much business they need to  bring in before year’s end.  They also think ahead – and know what they need to do to head into the new year with momentum.  Don’t wait another day to get a handle these numbers if you haven’t already.  Figure out what you want and need to make and how many listings you want to have heading into the year then work the math to see how many contacts you need to make to get the number of appointments you need based on your closing ratio to achieve the number of listings you need to realize your goals.Happy Halloween Card  Make yourself a daily chart to ensure that you stay on track.
  2. Leverage the opportunities to connect.  The fourth quarter is filled with holiday gatherings and neighborhood invites.  The holidays create an amazing reason to reach out and connect with your customer base.  Don’t wait for Christmas either! Be the agent that connects all season long with a postcard and a call.  Call every existing customer you have and wish them a happy holiday season ahead.  Let them know that with all the chatter in the national news and even local headlines, you’ve found that many people have questions about how this will affect their family, their investments and their future.  Be sure they know that you’re on top if it all and there to answer any questions they might have.Thanksgiving card
  3. Ask for referrals.  Before you hang up – be sure to ask your clients if they know of anyone who might need some help.  There’s plenty of people struggling and unsure of what their options are in today’s market. Let them know you are a resource they can turn to – whatever their situation.  If you don’ t have the immediate answers –you’re your clients know that  you’ll be first in line to get them.  On the reverse side of your holiday cards, make an offer for something of value. A free Comparative Market Analysis, or one of our great free reports such as 5 Ways to Build Equity in Your Home. 5 ways to build equity
  4. Don’t leave your marketing to chance.  Life gets in the way sometime – no doubt.  We get busy, over-scheduled and over-committed – especially as we make our way toward the fall and winter holidays.  That’s when things like marketing and prospecting fall through the cracks or take a back seat.  Put a plan in place today to make sure that you have all systems “go” to make sure you are staying top-of-mind and that your listings are being showcased and syndicated in all the ways that matter for great exposure and results. Set aside 20-30 minutes at the beginning of each month or each week to set your marketing in motion by ordering your holiday postcards, and your Just Listed/Just Sold or Open House postcards. Knocking out your marketing in under half an hour gives you a lot more time to prospect, present and close – the three things closest to your bottom line.  It also helps you make up for larger than normal volume of downtime you’ll spend at holiday activities.  Spend guilt-free time with friends and family, attend winter recitals and holiday concerts without worrying so much about what’s not getting done in the office.  If you need help – call the terrific folks in our client care center at 866.405.3638 – they’ll help you get everything all lined up this month so you slide into the home stretch of this year without stress.
  5. Commit to the extra mile.  I love the Wayne Dyer quote, “It’s never crowded along the extra mile.”  Commit to 10 extra calls a day over the next 17 weeks.  Commit to adding just ONE new person to your prospect list each day.  That’s 109 more folks that can and will bring you new business and referrals in the coming year if you stay top of mind.  Do you think that could be worth a commission or three…or more?

The truth is that the bottom 80% of the salespeople in our industry won’t be doing any of these five things over the next quarter.  Many will look at how far behind they already are from their goal, throw their hands up and give up.  Many will do the basics – no more and no less and continue to live commission check to commission check.  It will be those of you who strike out, step up and stay laser-focused who will be out on top this year, crushing their goals and kick starting 2017 with a fiery passion.

Where do you want to be in four months?  Top 20 or bottom 80?  What you do this month will make all the difference.10 percent

If you need help – call us.  Our team has been helping eager agents get to the next level and top producers stay on top for more than 20 years.  We can do the same for you, call 866.405.3638 today! Head over to our Specials Page to see what’s new and get the latest budget saving promo codes! 

 

Real Estate Thank You Cards

Starts with a Little Appreciation

By Julie Escobar

People say a little appreciation goes a long way and they wouldn’t be wrong.  We know from massive research where business really comes from, and it’s not from where most business people think. Statistics show that 66% of all the business generated by 95% of successful professionals today comes from only four sources:

  • Family
  • Friends
  • Close Acquaintances
  • Referrals generated by the first three groups

Statistics also show us that when you stay in consistent touch, top of mind, and deliver excellent service and show your appreciation, you can expect either a referral or a transaction from one in every twelve people in your sphere.  So the questions to ask yourself is do you even know who is in your sphere, and how are you expertly staying in touch with them and delivering that top of mind service and appreciation?

If not, you’re leaving a lot of business on the table.  One powerful way to tap into spring of referrals starts customer-appreciation-direct-mail-real-estate-postcards (1)with two little words:  thank you.

A long time ago I learned from Floyd Wickman that, “People don’t care what you know until they know that you care.”  Show them you care.

Here are four easy strategies to help you do that:

  1. Each month pull a list of every customer in your database who has an anniversary of either the sale or purchase of a home and send them a Customer Appreciation postcard with a personalized message on the back.
  2. Each month choose 25-50 people from your sphere database and send them either a Thank You or a Thinking of You postcard from the Customer Appreciation series with a personalized message on the back.
  3. Each month send a sphere-friendly postcard to the rest of your database to keep your name top of mind. Top customer picks would be the Listing Inventory Series, Content Cards, Holiday Cards, and Recipe Cards.holiday-listing-inventory-recipe-content-direct-mail-real-estate-postcards (1)
  4. Pull an idea (or a few) from the fun connection suggestions on our Master Marketing Schedule each month. For example, this month, April 22nd, is National Jelly Bean Day. Get little packages of jelly beans to give to clients, the admin staff at your office, co-workers and friends. There’s Chocolate Chip Cookie Day in May for a chance to deliver some tasty treats to ten top clients.  Or National Chocolate Day in July, where we suggest you grab ten of those little sampler boxes of chocolate and deliver to ten top clients with a note thanking them for being such a treat!  Or Aviation Day in August where we suggest you order cardboard or paper airplanes from www.orientaltrading.com and pass them out to your farm area this day with a note attached saying, “Buying and selling real estate today takes an experienced pilot.  I can help ensure you have a terrific landing!  Call me today!” The schedule is filled with fun ideas that help you stand out from your competition.  Try them!

Rising to the top of your game in your market means doing things differently than your competition. Where others show up once or twice – show up every month.  Where others wait for the phone to ring – pick up the phone or see everyone in your sphere at least twice a year.  Break the list into manageable numbers and call just to say hi, see if they have any questions, let them know you appreciate them and that you’re there when they need you. Where others sit on the sidelines, get in the mix every day. Be out and about in your community. Talk to your customers.  Walk your farm areas. (The goal is to get the folks in your farm so connected with you that they become part of your sphere!)

Lastly, never, ever forget to say thank you, in big ways and small.  To your customers, clients, colleagues, brokers, assistants, friends and family.  It is a gesture that will never go out of style, and will garner you good will again and again.  In a business built on relationships with people – good will goes a long way. On that note – a big THANK YOU to all of you who graciously allow us to be your marketing resource of choice!

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. 

 

Attention All Shoppers! 

This year we wanted to go all out with BIG holiday savings now through Cyber Monday (December 1st) at Midnight!  Order any Holiday Postcard or Holiday Photocard between now and Monday and take 50% off your order (excluding postage)!  Just use the promo codes below to get started!

There are LOTS of styles and sizes to choose from – and plenty of time to get yours out so you are one of the first to greet your sphere or farm this holiday season! Please do remember though, Standard Class options of postcards do take 2-3 weeks for the post office to deliver.

pp photo card

pp christmas new year

Use these PROMO CODES to save 50% on YOUR order!

Photocards

PHOTO50- to take 50% off any standard-size postcard order (excluding postage)
PHOTO50J – to take 50% off any jumbo-sized first-class postcard order (excluding postage)
PHOTO50S – to take 50% off any standard-size postcard order, shipped to you
PHOTO50JS – to take 50% off any jumbo-sized postcard (standard class mail, excluding postage)
PHOTO50PSS – to take 50% off any jumbo-sized postcard order, shipped to you
PHOTO50P – to take 50% off all panoramic postcards mailed first class (excluding postage)
PHOTO50PS- to take 50% off all panoramic postcards mailed standard class (excluding postage)

Holiday postcards

HOLIDAY50- to take 50% off any standard-size postcard order (excluding postage)
HOLIDAY50J – to take 50% off any jumbo-sized first-class postcard order (excluding postage)
HOLIDAY50S – to take 50% off any standard-size postcard order, shipped to you
HOLIDAY50JS – to take 50% off any jumbo-sized postcard (standard class mail, excluding postage)
HOLIDAY50PSS – to take 50% off any jumbo-sized postcard order, shipped to you
HOLIDAY50P – to take 50% off all panoramic postcards mailed first class (excluding postage)
HOLIDAY50PS- to take 50% off all panoramic postcards mailed standard class (excluding postage)

Get started now, choose any Holiday Postcard or Holiday Photocard between now and Monday and take 50% off your order (excluding postage)!  Need help?  Call our team 866.405.3638 today!  Wishing you a wonderful Thanksgiving and an amazing holiday season!