Saturday, May 27, 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! 

 

Happy man enjoying the rain of money

Why So Many Agents Choose SupportPLUS! Memberships

by Julie Escobar

There’s a lot to be said for those agents who weigh out all their options and look for ways to get the most marketing for their money. We respect that and certainly want to help agents stretch their marketing dollars as far as possible, while providing the kind of tools that we know will reap them results each and every month.

That’s why we do all that we can to deliver powerful opportunities to the agents who have made the choice SaveDownPayment_thumb (1)to be in our exclusive SupportPLUS! Membership program.  Here’s what you may not know:  ALL members of our ProspectsPLUS.com site have access to dollar saving promo codes and a chance to see what’s new each month on our Specials Page.  Our standard savings codes usually will save agents roughly 10% on their orders.

Our SupportPLUS! Membership takes that a few steps further.  For just $99 per year your benefits would be:

  • 17% OFF! NO ONE gets a better deal or deeper discounts on products, services or tools than our SupportPLUS! Members. They are higher than ANY OTHER offer on our site month after month (think 17% off products rather than the standard 10%).
  • Free PDFs each month of every piece on our site! Valued at $19.95 each, you can choose from hundreds of marketing pieces that are easily customized and saved to your personal files as a PDF for you to print or use whenever you like! They make excellent calls to action, downloads on your site, or collateral at your open houses.cc 6 big
  • A Special VIP customer service line. Your satisfaction is our top priority. That’s why you’ll have access to our VIP service line to ensure that your questions get answered quickly and to help make your job so much easier!
  • No limits – our new site offers far more than postcards and flyers – you have access to direct mail solutionsbusiness cardsstationerynewslettersmarket dominatorsdoor hangersbrochures and so much more!
  • List Assistance. One of the biggest challenges for today’s agents are getting the right LISTS to mail mailing listand market to. Our exclusive MapMyMail product is perfect for helping you find the right marketing list for your business.  Our staff can help you manage your lists, purchase a specialty list or give you advice on how to build the perfect database foundation for growing your business.
  • Access to new pieces as soon as they come online!  We add 6-8 new marketing tools EACH MONTH. So far this year, we’ve added over SEVENTY new pieces! You’ll have access to all of them and have the ability to download any at no cost with your membership!

If you’re ready to make your marketing dollar go farther, join the top agents who are SupportPLUS!  Members for just $99 per year. Click Here to join this club or call our team today at 866.405.3638!

 

Positioning Yourself to Be the Go-To Agent

By Julie Escobar

It’s certainly a whole new ball game out there isn’t it?  The buyers are out in force and agents are now fast and furiously competing to both find and market new listing inventory.  If EVER there’s been a time where listings are the name of the game?  It’s right now. We recently did a poll to see what people were most interested in this month in terms of their marketing — the number one choice? HOW TO GET MORE LISTINGS.  Enter this week’s topic!

Let’s look at four tips and tools you can use to position yourself as the go-to agent for listings in your market.

  1. Systematically work For Sale By Owners and Expired listings. Make this on the top of your to-do list each week.  Send them something. Get voice-to-voice. Go see them. Since they’re already motivated sellers-make sure they know how motivated you are to help them achieve the results you want!
  2. Include a PDF. Another strategy came from one of our top agent customers who, before every listing jl jsappointment, creates a pdf version of a Just Listed postcard with a picture of the potential seller’s house and all listing details and includes it in every listing presentation as an example of the marketing that she will get started immediately upon getting their signature!  (Very clever!) Click here to see a selection of Just Listed Postcards you can download.
  3. Host an Open House to generate listing leads.  In areas where homes are just starting to turn over, you’ll more than likely shake out the 3-4 (or more) other homeowners in the neighborhood who have been thinking about selling.  Be sure to do your homework – canvas the neighborhood well in advance of your open house.  Advertise it well.  Send open house cards, use door hangers or flyers to your existing sphere of influence or farm areas as well.  Some agents create an open house field day – where they’ll advertise 3-6 open houses all on the same day, one right after the other.  While it makes for a long day, it does showcase you as an agent who has a lot going on and knows how to get things done.  I 6 pitfalls of overpricingalways recommend having powerful collateral pieces at your open houses as well.  Like 6 Pitfalls to Overpricing Your Home, Saving for a Down Payment and the Cash Buyer Checklist.  When you have more creative collateral than just the home listing flyer you present yourself at a higher level of service and resource.
  4. Saturate Your Target Neighborhood.  Working an area or areas where you know turnover is starting to happen?  Blanket those areas with a powerful inventory-needed campaign that speaks to the mindset of potential sellers and spotlights you as the agent to call when they are thinking of selling now or in the near future.  Our Listing Inventory Series is great for getting attention. Or, if you really want to turn up the heat, learn more about our Market Dominator System which takes saturation mailing and direct response marketing to a whole new level!  Then be sure to follow up on that saturation mailing and make the most of your marketing efforts.

Good luck getting those listings, and remember if you need help – call our marketing team at 866.405.3638!  Be sure to check out our Specials Page this month as well if you haven’t already and see what’s new and get your budget-saving promo codes!