We’re thrilled this week to introduce you to the 6th edition of the Master Marketing Magazine which started hitting mailboxes all across the nation last week. The reviews and comments are coming in fast and the word on the street is that it is already being recommended as a tool agents can count on as they put their marketing in place to hit the second half of this year strong.
Our sixth installment of this magazine has 87 pages that are filled to the brim with strategic content, creative ideas, and market-savvy tools you can use starting right now with a focus on matching your marketing with your market segment using incredible new data sources and options!
Here are a few of the featured articles:
Embracing the Element of Surprise
Three Steps to Drive More Inventory
Five Action Steps to Grow Your Business
Pricing Makes Perfect
The One Thing You Can Do to Earn Three Times the National Average
Three Ways to Put Some Fun in Your Marketing
Three Ways to Get Out In Front of YourCompetition
PLUS… Powerful Interviews With Top Real Estate Pros
That commission kerfuffle in which the NAR is embroiled, brings with it lots of discussions, questioning the value the agent brings to the real estate process.
Buyers’ agents, especially, are under the magnifying glass and it’s not at all uncommon to find quotes from consumers testifying that these agents do little to earn the “big bucks” the public thinks they make.
However, the results of a recent Century 21 survey say otherwise.
Ninety-nine percent of buyers claimed that their agent “added value” to the process.
Which is not quite what we’re hearing from the media, right? And, if I were a gambler, I’d bet against that study seeing the light of day in the mainstream media.
But buyers’ agents can take heart in knowing their clients approve of the job they do.
There were also other tidbits of information from this particular survey that, if heeded, can help listing agents maintain their relationship with clients long after the deal is done.
And, successful relationships result in referrals.
Use handwritten notecards to send a special message to your Sphere. Available on ProspectsPLUS.com.
First, let’s talk about buyers’ agents
Sadly, nearly a quarter of homebuying clients interviewed said they hadn’t heard from their agents since closing. It’s bad enough that so many agents can’t seem to follow up with leads and prospects but that they also ghost their clients – people they know – is simply mind-boggling.
Then, when we consider the C-21 survey results about how happy these clients were with their agent, what kind of crazy does an agent have to be to not follow up?
Would it help if you knew that these clients feel “abandoned” when they don’t hear from you? Would it help to know that more than one-third of survey respondents said they “were unlikely to recommend or rehire the agent they just worked with?” (Emma Ludman, Chicago Agent Magazine).
It’s easy to assume that since they just bought the home, they won’t be needing your services for some time. But they most likely have friends, family, and colleagues, right? If your name is top-of-mind when someone asks your clients which agent in town they recommend, you’ve got yourself a referral.
Follow up, follow up, follow up
The very first thing agents need to do is show their appreciation and gratitude to the person or people responsible for that commission check they just received. You’ll find a wide selection of cards here on ProspectsPLUS!
If you prefer to send a hand-written note, keep it brief.
“We are truly grateful for the trust you placed in us during your recent home purchase/sale. Please don’t hesitate to reach out if you have any questions.
We hope to be your real estate team for many years to come.”
Get the card in the mail within a week or two after closing.
Then, create a follow-up campaign
Send the Neighborhood Update postcard, available under the Neighborhood Update Series.
If you don’t already have a follow-up system, it’s time to create one. In 2020, you’ll get the most bang for the buck with a direct mail campaign.
The mailings must be personalized and they must be strategic. Dig into your CRM and create lists, even if they’re as simple as a list of buying clients and selling clients. We would suggest an additional list of sellers who also bought a home. These experienced homeowners require different information than first-timers.
Decide what you’ll mail and how often. A list of what has sold in the neighborhood is welcome information for your buyers who are most likely keeping tabs on how their investment is doing. Also, consider:
Neighborhood update – Borino has a brilliant tip for making these more memorable and effective. Watch the YouTube video to learn more (market update letter is at 3:31).
“Defying the mediocrity that still exists in the real estate industry is a major part of our mission,” according to Mike Miedler, president and CEO of Century 21 Real Estate LLC.
Send the Multi-Photo Just Listed postcard to your Sphere and show them how active you are. Available under the Multi-Photo Series.
Make it a part of your mission as well by keeping in touch with past clients strategically and consistently.
Send the Multi-Photo Just Listed postcard to your Sphere, keep them apprised of what you’ve been up to and stay on their minds.
Need help targeting the perfect niche of buyers or sellers? Use our mailing list toolto create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!
PLUS: When you have time…here are Free killer tools to help your success this year!
1. The 12 Month Done-For-You Strategic Marketing Plan – NEW 2020!
The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Get More Listings, Geographic Farming, and Sphere of Influence. –Click Here
2. The Free One-Page Real Estate Business Plan – NEW 2020!
Treat your business like a business it is vital to long-term success in this industry. Some agents may put together elaborate business plans, yet there’s something powerful about keeping it simple. Check out our one page Online Real Estate Business Plan. – Click Here
3. Become a Listing Legend Free eBook
Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here
4. The Free Online ROI Calculator
Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! –Click Here
5. Get the ALL-NEW Real Estate Marketing Guide “CRUSH IT”
The “Crush It” Guide includes easy steps to launching an effective direct mail marketing campaign, how to create a targeted mailing list, the perfect way to layout marketing materials for success, seven opportunities available to target in your area right now. –Click Here
Can someone point out where it’s written that real estate agents need to be active on every social media platform?
I didn’t think so.
Real estate agents, if they’re doing it right, have insanely busy schedules and little help with the scut work.
Not that marketing your business is necessarily scut work, but the actual implementation of social media marketing methods often is.
Since demographics on these platforms ebb and flow, it’s challenging to figure out which ones are worthy of your precious time and money and which to cut loose.
The Valentine’s Day postcards are available under the Holiday Series in the Postcard Section
So, we thought we’d help you out a bit by doing some of the research for you.
It’s all about the demographics
“Popularity was fickle and elusive, like trying to catch fireflies in a jar,” according to author Melissa de la Cruz. While she wasn’t referring to social media, the quote certainly fits.
It’s important to not buy into the hype when researching social media platforms. That Twitter boasts 330 million monthly active users means nothing other than that a whole bunch of people use it.
The two most important statistics for real estate agents to know are:
How many of these users are located in the U.S.?
A breakdown of these U.S. users by age group
For instance, of those 330 million monthly Twitter users, only 20 percent are located in the U.S. There are other social media platforms that offer a larger U.S. user base.
The age of the average user is critically important for real estate agents when choosing where to market their businesses.
The NAR breaks down buyers and sellers according to generational cohorts:
Millennials will be between the ages of 25-43 in 2020. They represent:
37 percent of buyers
20% of sellers
Gen X members are between the ages of 44 and 55 this year and they represent:
24% of buyers
25% of sellers
Baby Boomers are age 56-74 in 2020 and they make up:
32% of the buyer pool
43% of sellers
Keep in mind that the average age of a homebuyer is 47 and the average age of a home seller is 57, according to the NAR.
Obviously, if you are a listing agent you are going to want to put your marketing money and time into the platform that attracts baby boomers and older members of Gen X.
The Valentine’s Day postcards are available under the Holiday Series in teh Postcard Section
Buyers’ agents should go all-in on platforms that are popular with Gen X but figure out where millennials hang out as well.
Facebook
Every year when we take a look back at social media user statistics Facebook comes out the clear winner and, although its popularity is waning, 2020 should be no exception.
Last year, the largest group of U.S. Facebook users were millennials, at 84 percent. The next largest age group, 30 to 49, includes younger members of Gen X.
Older generations are well-represented as well, with two-thirds of older Gen Xers and boomers and nearly half of older boomers (older than 65) using Facebook.
Facebook remains a no-brainer for real estate agents, whether trying to boost organic traffic to websites or using targeted advertising.
Instagram
Our opinion? For real estate agents, Instagram is mostly not as effective as Facebook.
Of the platform’s 1 billion users, only 11 percent reside in the U.S.
Only one-third of the most-viewed stories are from businesses.
Instagram ranks sixth in global popularity (Hootsuite).
If your looking to target a younger demographic this is a great platform.
Don’t be sucked in by the number of businesses that use the platform. Their targeted demographics are most likely not nearly as narrow as yours. For instance, they may be after a global audience or want to appeal to teens and young adults.
If you are already creating posts for Facebook, it should be fairly easy to copy them and post to Instagram as well. The more reach and visibility you can generate from posting your brand or listings the better!
Remember to keep a close eye on your targeted audience and make sure your content matches the demographic.
The Valentine’s Day postcards are available under the Holiday Series in teh Postcard Section
Check back soon when we compare two more popular social media platforms.
Send Valentine’s Day postcard from the Holiday Series to your Sphere of Influence. Let them know you are thinking about them.
Need help targeting the perfect niche of buyers or sellers? Use our mailing list toolto create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!
PLUS: When you have time…here are Free killer tools to help your success this year!
1. The 12 Month Done-For-You Strategic Marketing Plan – NEW 2020!
The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Get More Listings, Geographic Farming, and Sphere of Influence. –Click Here
2. The Free One-Page Real Estate Business Plan – NEW 2020!
Treat your business like a business it is vital to long-term success in this industry. Some agents may put together elaborate business plans, yet there’s something powerful about keeping it simple. Check out our one page Online Real Estate Business Plan. – Click Here
3. Get the ALL-NEW Real Estate Marketing Guide “CRUSH IT”
The “Crush It” Guide includes easy steps to launching an effective direct mail marketing campaign, how to create a targeted mailing list, the perfect way to layout marketing materials for success, seven opportunities available to target in your area right now. –Click Here
4. Become a Listing Legend Free eBook
Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here
5. The Free Online ROI Calculator
Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! –Click Here
