Lisa Gray

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Lisa is an accomplished marketer with years of expertise in direct response marketing, digital marketing, data analytics and business development working with both B2C and B2B.

Manage Stress and Stay Resilient in the Fall Real Estate Market

Sep 23, 2024

In today’s real estate market, agents face unprecedented challenges, making mindset and personal development more critical than ever.

Low inventory, fluctuating interest rates, and new NAR (National Association of Realtors) rules around commission transparency make the competitive landscape tough.

Fall typically signals a slower season, and many agents may feel the pressure to push harder. Still, it’s also an opportunity to focus on personal growth and mental health to stay resilient in the long term.

Stress Management in a Competitive Market

The current real estate environment can be stressful. Low inventory means fewer homes to sell, leading to fierce competition among agents.

The pressure to secure deals and satisfy clients can affect your mental well-being. Stress management should be a priority to avoid burnout. Simple practices like mindfulness, deep breathing exercises, or taking short breaks throughout the day can help reset your focus and energy.

Agents who manage stress effectively are likelier to make clear decisions and maintain better client relationships. To create balance and protect your mental health, set boundaries with work, such as not responding to emails or calls outside of designated hours.

Work-Life Balance: The Key to Longevity

Real estate is notorious for demanding hours, but maintaining a work-life balance is essential for long-term success. As the fall season brings fewer transactions, use this time to reflect on how you can better balance your work commitments with your personal life.

Setting clear goals, scheduling time off, and prioritizing self-care activities will help you recharge and prevent burnout.

Agents who invest time in their personal lives often return to work with a renewed sense of energy and purpose, which leads to better client interactions and more sustainable success.

Building Resilience in the Face of Rejection

Rejection is a part of the real estate business, especially in today’s market, where buyers may be more hesitant due to higher interest rates, or sellers may hold off due to uncertain market conditions.

Building resilience is essential to weathering these ups and downs. Focus on what you can control—your skills, your attitude, and your mindset.

One way to strengthen resilience is to view setbacks as learning opportunities. Whether you lose a deal or face difficult clients, every experience can provide valuable lessons that contribute to personal growth.

Mental Health: An Industry Priority

The NAR has recognized the importance of mental health in real estate, especially with the increasing pressure on agents.

Prioritizing mental wellness, practicing self-compassion, and seeking support when needed are vital in navigating this challenging industry.

In conclusion, as the real estate industry evolves and becomes more competitive, cultivating a strong mindset and focusing on personal development will be crucial for thriving in your career and personal life.

In Today’s Climate, Which Marketing Weapon is Better: Email vs. Direct Mail?

Sep 18, 2024

The long and short of it?…

Direct mail marketing is still vastly more effective than email marketing for your real estate business. Sure, it isn’t free, which explains why we receive many emails daily.

Who doesn’t like free stuff? The problem is the email burnout factor, as well as the fact that marketing emails are impersonal and annoying to many.

If one marketing method brings more clients and, therefore, more income, it should warrant a marketer’s attention, don’t you think? The increase in GCI you’ll realize by using direct mail may just pay for the campaign.

If you think I’m biased, read on for the latest statistics.

What do marketers in other industries say?

If email marketing is the be-all and end-all, ask yourself why companies such as Google, Amazon, LinkedIn, Adobe, and more rely heavily on direct mail marketing.

To “… acquire new customers and keep current ones loyal,” according to Paul Bobnak at Whosmailingwhat.com. Now, there’s something all agents aspire to.

What about consumers?

A surprising headline from The California Business Journal Newswire: “People Give 65% Of Postcards In Their Mail Full Attention Vs. 35% Of Emails.”

Want more?

Direct mail advertising pieces are more often read than emails by all demographics.USPS
“A record 96% of all mail was engaged with. This is an increase from 2019 which was at 91%.” JICMAIL
75% of business mail stays home for over four weeks and is revisited an average of 5 times. MarketReach
Response rates for direct mail are compelling. In fact, they are five to nine times “… higher than any other advertising channel,” according to The Data & Marketing Association

One of the most important statistics for real estate agents is about your target audience, baby boomers. According to the USPS, half of those surveyed preferred direct mail advertisements. Who knows what this current market is going to morph into?

Whether a buyer, seller or eventually a balanced market, honing in on your target client via direct mail is a habit; you should start now.

PLUS: When you have time…below are some marketing tools to help support your success.

1. Put Your Real Estate Business a Step Above with Your Own Branded Magazine

Homes & Life Magazine is a customizable magazine with rich, full-color content and a sharp, professional aesthetic. It includes compelling, direct, response-driven articles written by real estate industry experts and engaging lifestyle content. Send out Homes & Life Magazine in Just Minutes – No Minimums Required. Or we’ll ship it to you. Homes & Life Magazine is the ultimate “Coffee Table Lingerer”! …and it costs less than sending a greeting card! – Click Here

2. The Free 6-Month Done-For-You Strategic Marketing Plan

The Real Estate Marketing Planner is a powerful 6-Month Guide that strategically defines what marketing to do and when. Four key market segments include niche Markets, geographic farming, sphere of influence, and past clients. – Click Here

3. The Free Interactive 6-Month Real Estate Business Review

The Free Interactive 6-Month Real Estate Business Review allows you to enter your business goals for the remainder of the year and get a breakdown of how many prospects, listings, closings, and so on are needed to reach your goals. – Click Here

4. The Become a Listing Legend Free eBook

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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

No Client Should be a “Former Client.” Five Strategies to Reconnect

Sep 16, 2024

Nurturing. It’s the most effective method of moving leads and prospects through the sales funnel. Do it right, and you end up with clients who, if nurtured, can provide you with referrals.

Nurturing your past clients requires reconnecting with them consistently after the transaction.

1. Ensure that your customer service is unforgettable

No, you don’t need to present them with a whirlwind trip worldwide at closing. It’s the small things that when added up, will leave the best impression and one that will last far into the future:

Keep probing, gently, until you fully understand their wants and needs.
Return calls as quickly as possible.
Reach out consistently to keep them abreast of the transaction’s process or see how they’re doing and if they have any questions or concerns.
Listen to your clients—really listen.
Let them know, in word and deed, that they are never alone during the transaction.

2. Keep them abreast of the latest local housing market news

Create a customized housing market news report template to send to former clients quarterly, semi-annually, or annually.

Homeowners love to know how their home is holding or not holding its value. Keep it simple to understand by using lots of visuals.

3. Just Listeds and Just Solds

Be alert for just listed or sold homes in your former clients’ neighborhoods. This is the perfect time to reconnect and show you’re keeping abreast of local real estate. You’ll find some brilliant Just Listed and Just Sold postcards right here.

4. Celebrate with them

Hopefully, you’ve kept track of important dates in your former clients’ lives. This includes birthdays and anniversaries (especially the anniversary of when they purchased their home).

Mark those dates to send a small gift to the former client’s office.

Why the office?

Ask anyone who has received a bouquet of flowers at work how many of their co-workers asked who they were from and what the occasion was.

Just think how much free word-of-mouth advertising you’ll get when your former client tells coworkers that the gift is from their real estate agent to celebrate the anniversary of their home purchase.

5. Send an updated CMA

Your past client reconnection efforts should include an annual CMA to keep them abreast of how their home stacks up regarding market value. They may not be considering selling, but they are most likely curious about their home’s market value.

Make sure you put this task in your CRM so you won’t forget about it.

Reconnecting with folks you’ve done business with is a tried-and-true referral generator.

PLUS: When you have time…below are some marketing tools to help support your success.

1. Put Your Real Estate Business a Step Above with Your Own Branded Magazine

2. The Free 6-Month Done-For-You Strategic Marketing Plan

How Consistent Holiday Postcards Can Impact Your Real Estate ROI

Sep 11, 2024

Consistency in marketing is key to building recognition, trust, and long-term relationships, and holiday postcards offer a perfect, positive way to accomplish this.

Statistics show that consistent marketing yields far better results over time. According to the Data & Marketing Association (DMA), a prospect must hear from a business at least seven times before taking action.

Additionally, businesses that stay in regular contact with their audience are 60% more likely to be remembered when they are ready to make a decision.

This is why one-time mailings don’t have the same impact. Repetition builds familiarity, and familiarity builds trust, leading to a higher return on investment (ROI).

Holiday postcard marketing

Holiday postcards are especially effective because people love receiving them. They feel personal, festive, and thoughtful, making your message stand out in a positive way.

During the holidays, a well-designed postcard can convey warmth and good wishes while keeping your name and services in mind. It’s a subtle but powerful reminder of your real estate expertise without being overtly salesy.

Schedule your campaigns

Best of all, setting up a scheduled campaign on PRospectsPLUS! is incredibly easy and efficient. You can launch a campaign in just a few minutes.

Choose your design, customize your message, and schedule your postcards to be mailed monthly. Once set, your campaign runs automatically, keeping you in front of your market with minimal effort.

By committing to this consistent marketing approach, you’ll position yourself as a reliable, thoughtful agent, increasing your chances of long-term success.

PLUS: When you have time…below are some marketing tools to help support your success.

1. Put Your Real Estate Business a Step Above with Your Own Branded Magazine

2. The Free 6-Month Done-For-You Strategic Marketing Plan

3. The Free Interactive 6-Month Real Estate Business Review

4. The Become a Listing Legend Free eBook

Craft the Perfect Campaign to Drive Real Estate Activity This Fall

Sep 9, 2024

As a real estate agent, this fall presents a perfect opportunity to connect with buyers and sellers through direct mail marketing.

With shifting market conditions—such as increased inventory and the potential for lower mortgage rates—your message should emphasize why this season is an ideal time for both buyers and sellers to act.

Here’s how you can craft and deliver the right message through direct mail.

Highlight More Inventory

In your direct mail to buyers, focus on the fact that housing inventory is at its highest since May 2020, providing more options and less competition. Let potential buyers know that now is the time to find their ideal home without the summer bidding wars.

Phrases like “More homes on the market mean better choices for you” or “Find your dream home with less competition this fall” can resonate well with your target audience.

For sellers, the message should emphasize that serious buyers are still looking despite the increase in inventory.

Direct mail can include a statement like, “Fall is the perfect time to sell—buyers are still actively searching and ready to make offers,” or “List your home now and take advantage of motivated buyers before the end of the year.”

Promote Lower Mortgage Rates

Another key selling point is the possibility of falling mortgage rates. Use your direct mail to inform buyers that lower rates could make homeownership more affordable.

Messaging like, “Mortgage rates are expected to drop—act now to lock in a lower rate,” or “Lower rates mean more buying power for you this fall” can help urge buyers to act quickly.

For sellers, lower rates can attract more buyers. In your direct mail, tell sellers that falling rates can bring more offers and increase competition for their home.

Consider using statements like, “More buyers will enter the market as rates drop—list now to maximize your sale,” or “Capitalize on buyer demand fueled by lower mortgage rates.”

Customize for Local Market

When crafting direct mail, tailoring your messaging to your local market is crucial. Highlight neighborhood-specific trends, including inventory levels, average home prices, and nearby amenities.

For example, “Our area is seeing a rise in new listings—don’t miss your chance to sell!” or “The perfect home in your dream neighborhood is waiting for you this fall.”

Additionally, use your direct mail to position yourself as a knowledgeable expert. Include a call to action like, “Schedule a consultation to discuss how you can make the most of this fall market.”

By using direct mail marketing that emphasizes the benefits of acting now, you can effectively reach buyers and sellers and help them seize the opportunities this fall market presents.

PLUS: When you have time…below are some marketing tools to help support your success.

1. Put Your Real Estate Business a Step Above with Your Own Branded Magazine

2. The Free 6-Month Done-For-You Strategic Marketing Plan

3. The Free Interactive 6-Month Real Estate Business Review

4. The Become a Listing Legend Free eBook

Safeguarding Your Real Estate Business in an Uncertain Market

Sep 3, 2024

In the ever-changing landscape of real estate, market conditions can be as unpredictable as they are promising. As a real estate professional, safeguarding your business in an uncertain market is crucial to surviving and thriving in any economic climate.

Whether it’s a fluctuating economy, unexpected events, or shifts in buyer behavior, here are some strategies to help you navigate the uncertainties of the real estate market.

Diversify Your Services:

Diversifying your services is one of the most effective ways to protect your real estate business. Don’t solely rely on buying and selling homes.

Build a Robust Online Presence:

In today’s digital age, a solid online presence is non-negotiable. Ensure your website is user-friendly, mobile-responsive, and optimized for search engines.

Consider offering property management, real estate investment consulting, or rental services. By expanding your offerings, you can maintain a steady income stream even when traditional home sales slow down.

Engage with your audience through social media platforms and create valuable content that establishes you as an industry authority.

A solid online presence will help you remain visible and attract potential clients, even when the market is uncertain.

Cultivate Client Relationships:

Your clients are your most valuable assets. Nurture these relationships by providing exceptional service and staying in touch regularly.

Send personalized postcards, newsletters, or occasional check-ins to show your clients you care.

Building trust and maintaining strong client relationships can lead to repeat business and referrals, helping you weather market fluctuations.

Stay Informed and Adapt:

Uncertainty often arises from external factors like economic downturns or unforeseen events. Stay informed about local and global economic trends, market conditions, and regulatory changes to safeguard your business. B

e prepared to adapt your strategies as needed. Flexibility and a willingness to pivot when necessary can make a significant difference in your business’s resilience.

Manage Your Finances Wisely:

Proper financial management is essential during uncertain times. Create a budget, save for contingencies, and consider reducing unnecessary expenses.

Ensure that you have a financial cushion to cover your business and personal expenses during periods of reduced income. Consulting with a financial advisor can help you make informed decisions.

Network and Collaborate:

Networking with other real estate professionals and collaborating with complementary businesses can open new opportunities.

Building a network of trusted colleagues can lead to referrals and cooperative marketing efforts that expand your reach, even when the market is challenging.

Focus on Education and Training:

Invest in continuous education and training to stay ahead of industry changes. Learning about emerging technologies, market trends, and innovative sales techniques can give you a competitive edge.

Well-informed agents are better equipped to adapt to changing market conditions.

Safeguarding your real estate business in an uncertain market requires a proactive and adaptable approach. By implementing these strategies, you can position yourself as a resilient and successful real estate professional ready to face any market’s challenges.

PLUS: When you have time…below are some marketing tools to help support your success.

1. Put Your Real Estate Business a Step Above with Your Own Branded Magazine

2. The Free 6-Month Done-For-You Strategic Marketing Plan

3. The Free Interactive 6-Month Real Estate Business Review

4. The Become a Listing Legend Free eBook

How to Deliver a Buyer’s Presentation Post-NAR Settlement: A Simple, Friendly Approach

Aug 28, 2024

Delivering a buyer’s presentation that effectively communicates the new NAR settlement requirements can be challenging.

Still, with the right approach, it can be done in a way that’s both informative and comforting to your clients.

Here’s how to craft a presentation that ensures your buyers feel informed and supported:

1. Start with a Warm Welcome

Begin your presentation by establishing a rapport with your buyers. Highlight your commitment to helping them find their ideal home while ensuring they are fully informed.

Emphasize that your goal is to provide transparency and clarity, particularly with the recent changes in the industry.

2. Simplify the Settlement Overview

Introduce the NAR settlement changes by explaining that the real estate landscape has evolved to offer more transparency and flexibility. Frame the changes positively, mentioning that buyers now have more control over their agents’ compensation.

Use simple language to describe that, in the past, sellers typically covered the commission for both their agent and the buyer’s agent, but now buyers can negotiate and decide how their agent is paid.

The First Time Buyer Postcard Serie and Scheduled Campaign is shown above. To learn more, Click Here.

3. Explain the Written Agreement Requirement

Discuss the new requirement for a written agreement before touring homes.

Position this as a benefit, ensuring all parties are on the same page regarding services and compensation.

Explain that this agreement will clearly outline your services, allowing them to understand precisely what they’re getting and at what cost. Reinforce that this protects their interests and helps avoid surprises later on.

4. Focus on Value

Transition to discussing the value you bring as their agent.

Highlight your expertise, market knowledge, negotiation skills, and commitment to finding them the best home at the best price.

Reassure them that, although they will be directly involved in compensating you, your services are designed to save them time, money, and stress.

5. Invite Questions

Conclude by inviting them to ask questions or express any concerns. Emphasize that you are there to guide them through every step of the process and that their satisfaction is your top priority.

By following this structure, you can deliver a buyer’s presentation that effectively communicates the new NAR settlement requirements, is reassuring, and is client-focused, ensuring your buyers feel confident moving forward.

PLUS: When you have time…below are some marketing tools to help support your success.

1. Put Your Real Estate Business a Step Above with Your Own Branded Magazine

2. The Free 6-Month Done-For-You Strategic Marketing Plan

3. The Free Interactive 6-Month Real Estate Business Review

4. The Become a Listing Legend Free eBook

Easily Adapt Your Marketing to NAR Rules with ProspectsPLUS!

Aug 26, 2024

With the recent NAR settlement being enacted, real estate professionals must be more diligent than ever in ensuring their marketing efforts align with the new rules.

The settlement has introduced changes that require greater transparency, particularly in how commissions and business practices are communicated to clients.

As a result, you may need to adapt your direct mail marketing to clearly and accurately reflect how you conduct your real estate business to stay compliant and maintain trust with your audience.

Customizable Marketing Solutions from ProspectsPLUS!

This is where ProspectsPLUS! Becomes an invaluable resource. We offer a wide range of fully customizable marketing templates for postcards, brochures, newsletters, and more.

This flexibility is crucial in the current climate, as it allows you to adapt your marketing materials to meet the requirements set forth by the NAR settlement.

Adapting Your Marketing to Meet New Requirements

For example, if you are choosing marketing materials, you need to clearly explain how commissions are handled or how your business operates; you can easily modify the verbiage on our marketing materials in our editor.

ProspectsPLUS! templates are designed to be user-friendly, enabling you to quickly and easily make the necessary adjustments without compromising your materials’ professional look and feel.

Stay Compliant While Reaching Your Audience

In a time when clarity and transparency are not only recommended but required, it is essential to be able to tailor your marketing to meet these demands.

Our priority is to continue providing the tools you need to ensure your marketing aligns with the new regulations, helping you stay compliant while effectively reaching your target audience.

As you navigate the new landscape of real estate marketing post-NAR settlement, rest assured that with ProspectsPLUS!, you have the flexibility and support to keep your business thriving while staying within the rules.

Please call our support team at 866.405.3638 with questions or if there is anything we can do to help you succeed.

PLUS: When you have time…below are some marketing tools to help support your success.

1. Put Your Real Estate Business a Step Above with Your Own Branded Magazine

2. The Free 6-Month Done-For-You Strategic Marketing Plan

3. The Free Interactive 6-Month Real Estate Business Review

4. The Become a Listing Legend Free eBook

Client for Life: Strategies to Transform First-Timers into Loyal Clients

Aug 21, 2024

The fact that 89% of homebuyers say they will use their agent again says a lot about the fantastic job real estate agents do with their clients.

Yet, only 12% of buyers used their former agent when buying another home (NAR).

Weird, isn’t it?

Something happens – or doesn’t – between the closing table and the time your client engages in another real estate transaction.

Let’s cure the disconnect between “first-timer” and “client-for-life.”

Former clients are “warm” contacts

Unlike picking up the phone for cold calling, a call to a former client is like calling a friend.

It is one of the more comfortable tasks in an agent’s business. If they hired you in the past, they clearly know, like, and trust you.

Your only job with these past clients, at least right now, is to remain top-of-mind with them.

Here’s just one reason why:

“Depending on which study you believe and what industry you’re in, acquiring a new customer is anywhere from five to 25 times more expensive than retaining an existing one,” claims Amy Gallo at Harvard Business Review.

Here’s another stat that you may find impressive, “Increasing customer retention rates by 5% increases profits by 25% to 95%”, Frederick F. Reichheld and Phil Schefter, Harvard Business School

The Holiday scheduled campaign is shown above. To learn more, Click Here.

Large and splashy or understated?

Reaching out to former clients doesn’t have to cost a lot or be overly extravagant.

A phone call, a postcard dropped in the mail, or a check-in on social media are all perfectly appropriate ways to get your name back in front of a past client.

Here are a few more inexpensive ways to reach out to former clients:

Put together a quarterly market update and direct mail it to former clients.
Keep in touch via a monthly or quarterly mailed newsletter.
Send out birthday, anniversary, and annual home anniversary postcards.
Include them in Just listed/Just sold postcards you’re mailing to announce transactions near your clients’ homes.
Take them out for coffee, cocktails, or lunch.

Naturally, a large and splashy “touch” would be more memorable. These include client appreciation events. The key to a successful client retention strategy is consistency.

The most important part of these conversations

The question used to be, “Who do you know that might be thinking of buying or selling a home?”

Today, the question is best when it’s narrowed down.

If you have read the book Guerrilla Marketing in 30 Days, you are familiar with this concept. In it, Jay Conrad Levinson suggests trying to narrow “… the universe of those you ask.”

Here’s an example:

Marcy is a former client who loves playing tennis. Instead of using the broad question, narrow it down to “Who do you play tennis with who might be thinking of buying or selling a home?”

Instead of combing through her mental database of everyone she knows, her mind turns to the tennis court and her conversations with fellow players.

Former clients most likely want your services when they buy or sell real estate.

Don’t let so much time go by that they forget your name. Reach out and stay in touch with them to stop leaving what should be easy money on the table.

PLUS: When you have time…below are some marketing tools to help support your success.

1. Put Your Real Estate Business a Step Above with Your Own Branded Magazine

2. The Free 6-Month Done-For-You Strategic Marketing Plan

3. The Free Interactive 6-Month Real Estate Business Review

4. The Become a Listing Legend Free eBook

Do You Have What It Takes to Sell Newly Constructed Homes?

Aug 19, 2024

Every year, when the 2024 RealTrends + Tom Ferry “The Thousand” list comes out, it’s topped by an agent who holds the Guinness World Record for home sales.

“He only sells new-construction residential properties and works with volume builders only,” according to Katie Warner at BusinessInsider.com.

On 2024’s list, Ben Caballero had 7012 sides, resulting in $3,638,950,694 in volume – nearly double the volume of the agent in second place.

If you’d like to get in on some of this impressive income, you may want to give new home sales a whirl.

Do you have what it takes?

John Rymer at ProBuilder.com lists traits to look for when hiring a “New-Home Sales Superstar.”

Avid goal setter
Ask the right questions
Financing expert
Passionate about new-home sales
Exudes enthusiasm
Takes responsibility for results
First into the office, last to leave
Perfected the follow-up process
Always showing value
Persistent and fearless closer

If this list sounds like you, selling new construction may just be your dream career.

First, the cons

Let’s get the bad news out of the way up front.

As with the broker under which you choose to hang your license, so goes the builder. Some value ethics and high standards. Others, not so much.

So, choosing the right builder may be challenging.

Then, there is the commission structure, and you may not be making the percentage you are accustomed to.

More often than not, when you sign on to become a new home sales consultant, you are no longer an independent contractor but an employee of the builder.

Naturally, there are other cons, but these are the ones that agents should carefully consider.

The Move Up Market Series is shown above. To learn more, click here.

The pros of working with a builder

The obvious plus of becoming a new home sales consultant is that prospects come to you. No more cold calling and chasing after business.

As an employee, you’ll most likely receive benefits, such as medical and dental.

If being a business owner doesn’t agree with you, but you hope to remain in the industry, becoming a new-home sales consultant may just be a smart move for you.

How to get your foot in the door

Your best bet is to visit a few sites, introduce yourself, and get to know the reps. Don’t be afraid to ask plenty of questions. Everybody has to start somewhere so they may be sympathetic to what you’re going through.

Do some research on your own. Learn all you can about:

The different architectural home styles
Blueprints (and how to read them)
Home construction methods and materials
Site layout and design

“All it takes is a little bit of time for an agent to understand builders — why they do what they do — to reap the rewards the new-home market can deliver,” according to Caballero.

PLUS: When you have time…below are some marketing tools to help support your success.

1. Put Your Real Estate Business a Step Above with Your Own Branded Magazine

2. The Free 6-Month Done-For-You Strategic Marketing Plan

3. The Free Interactive 6-Month Real Estate Business Review

4. The Become a Listing Legend Free eBook

Why are More Agents Taking Notice of the Luxury Real Estate Market?

Aug 14, 2024

High interest rates and a tight inventory of homes for sale have locked a huge swath of starter home buyers out of the market.

So, it probably comes as no surprise when the media notices that the luxury home market is doing well.

It makes sense when you think about it. A whole pool of buyers can pay cash for a home and, thus, refuse to play the mortgage game.

For instance, luxury homes in Silicon Valley, Seattle, and Nashville, TN are on a tear. In fact, they’re the top three fastest-moving markets in the country.

Advanced Knowledge and Expertise

To attract high-net-worth clients, you need in-depth knowledge of the luxury market, including trends, pricing strategies, and the specific needs of affluent buyers and sellers.

This expertise can be developed through specialized training and certifications, such as the Certified Luxury Home Marketing Specialist (CLHMS) designation, which provides agents with the tools and strategies necessary to excel in luxury real estate.

Exceptional Networking and Relationship-Building Skills

Success in the luxury market relies heavily on your ability to build and maintain strong relationships with clients, other agents, and industry professionals.

Networking is key, as many luxury transactions are driven by referrals and personal connections. Attending high-end events, joining exclusive clubs, and engaging with affluent communities can help you establish valuable connections.

Marketing Savvy and Resources

Luxury properties require sophisticated and targeted marketing strategies. You need access to high-quality marketing resources, including professional photography, video tours, virtual staging, and access to premium listing platforms.

A strong online presence and the ability to leverage social media effectively are also crucial for reaching a global audience of potential buyers.

Discretion and Professionalism

Clients in the luxury market expect the highest level of professionalism and discretion. Handling sensitive information carefully and providing personalized, white-glove service can set you apart from the competition.

By honing these skills and utilizing the right resources, real estate agents can successfully navigate the luxury market and build a thriving career in this prestigious sector.

PLUS: When you have time…below are some marketing tools to help support your success.

1. Put Your Real Estate Business a Step Above with Your Own Branded Magazine

2. The Free 6-Month Done-For-You Strategic Marketing Plan

3. The Free Interactive 6-Month Real Estate Business Review

4. The Become a Listing Legend Free eBook

Two Real Estate Geographic Farms to Consider for Fall

Aug 7, 2024

So, what are your business marketing plans for spring 2024 real estate marketing? Sure, much of the decision-making will center around what’s happening with the economy.

Market soothsayers are hedging their bets when predicting what the Fed will come up with during the March meeting. The latest jobs numbers seem to be the fly in the ointment.

“But Fed officials have repeatedly indicated that they want to be sure that inflation is coming down sustainably before they’ll consider cutting rates, and a more balanced labor market is part of that,” says Molly Grace at BusinessInsider.com.

If you want to play it safe, you can rely on tried-and-true marketing methods. One of the best of these is farming.

Let’s look at three farms we think are worthy of your consideration.

Baby boomers in highly rated-school districts

This year, baby boomers will turn 60 to 78. Last year, the National Association of REALTORS’ surveys found that baby boomers now make up the largest share of both homebuyers and sellers.

In fact, this cohort makes “… up 39% of home buyers – the most of any generation – an increase from 29% last year.” That’s an astounding statistic. A 10% jump in real estate activity in one year? From a group of people who have been stubbornly sitting in the home they’ve lived in for 15 to 20 years?

They’re moving; you should be at the forefront of your market to capture this business.

Then, there are the Gen Xers and Millennial moms and dads who are still in the child-rearing phases, longing to get juniors into a good school district.

That’s the perfect starting point for an agent looking for a new marketing method: farm those baby boomers living in decently ranked school districts. I would market to all of them, particularly those who live in multi-story homes.

Stairs are hard on the knees and we’re betting they can’t wait to get into a home without the climb.

The Absentee Owner Series is shown above. To learn more, Click Here.

Absentee owners

While being a landlord isn’t quite as painful now as it was during the pandemic, the economy still isn’t where it should be, and many Americans are pinching pennies.

Because of this, many landlords are thinking about cashing out. This is an easy audience to market to because most of it is done via direct mail.

It’s somewhat quick and easy to set up, and landlords (most of them, anyway) are eager to learn about the market and what their rentals might be worth right now.

However, this one requires consistency in nurturing. Consistent mailings will keep you top-of-mind but don’t neglect the Just Listed and Just Sold postcards pertinent to the landlord’s property.

Spring will be here before we know it, so let’s get ready!

PLUS: When you have time…below are some marketing tools to help support your success.

1. Put Your Real Estate Business a Step Above with Your Own Branded Magazine