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.

How to Prepare Now to Ensure a Booming Summer Selling Season

Apr 29, 2024

The year’s second quarter has begun, yet you still have time to implement strategies to ensure you head into summer strong.

Here are 6 tactics to help you prepare for a booming summer selling season.

1. Ramp up marketing efforts

The spring season is an excellent time to intensify your marketing efforts. Consider hosting a spring-themed event in your community to drum up new interest or as a way to showcase your properties.

Create engaging content on social media platforms to attract potential buyers and sellers actively searching during the spring.

A postcard from the Spring Series is shown above. To learn more, Click Here.

2. Targeted client outreach

Reach out to your existing client database with personalized holiday greetings; through direct mail, phone calls, and in person. We make it easy with our numerous Holiday postcards already done for you!

This simple gesture can keep your name in the forefront through the spring and summer seasons, reminding past clients of your services, and encouraging referrals.

3. Network and collaborate

Attend community functions, networking events, and industry-related gatherings, and sponsor or host an event yourself.

A few creative ideas include collecting donations in your area for local food banks, setting up a spring decor or garden contest in the community where you farm with a fun prize, or sponsoring a neighborhood block party or garage sale.

Collaborate with other professionals in the real estate industry, such as mortgage brokers, home inspectors, or interior designers, to provide comprehensive, unique service propositions to your market.

4. Strategic pricing & preparation

Adjust pricing strategies to attract serious buyers and sellers and ensure you offer competitive property pricing.

Highlight any special deals or incentives you currently offer in your marketing, including social media, postcard mailings, emails, and your website.

Make sure you’re well-prepared for quick transactions. The summer selling season can ramp up quickly with buyers and sellers motivated to complete their transactions, while the kids are off before the fall school season begins. So streamline your processes and ensure you have the necessary resources available.

5. Focus on client experience

Providing excellent customer service is always essential, but it can be particularly impactful during the spring and summer selling seasons. Go the extra mile to ensure your clients have a smooth and enjoyable experience. And, as always, check in with your clients often, and answer calls quickly, even if you have your assistant or team member do it.

Stay updated on market trends and local real estate news. Being well-informed in this continually changing market allows you to provide valuable insights to your clients and market and to position yourself as an industry leader.

The Content Card Series is shown above. To learn more, Click Here.

6. Reflect and set goals

Finally, reflect on your accomplishments and challenges from the first quarter. Use this reflection to set clear, achievable goals for this spring and summer. A roadmap will give you a solid start to the next quarter and beyond.

By implementing these strategies and maintaining a proactive mindset, you can start the summer selling season strong and set the tone for a promising third and fourth quarter as well.

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 Magazin

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 Planner

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 Online Real Estate Business Plan

The Real Estate Business Plan allows you to enter your business goals for the year and get a breakdown of how many prospects, listings, closings, and so on are needed to reach your financial goals. – Click Here

4. The Become a Listing Legend Free eBook

This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

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

What Sets Agents Apart in a Volatile Real Estate Market

Apr 24, 2024

The real estate landscape has seen a significant amount of volatility in recent months marked by low inventory, high mortgage rates, and the recent NAR settlement.

While these challenges can be daunting, some real estate agents are finding innovative ways to survive and thrive in this new environment. In this article, we will delve into the insights and tactics that are helping them stay ahead.

Diversified Marketing Strategies

Top agents understand the importance of a well-rounded marketing strategy. They leverage both digital and traditional marketing channels to reach a broader audience. From online listings and social media campaigns to direct mail and networking events, they leave no stone unturned to showcase their listings and their brand.

Hyper-Local Expertise

In a low-inventory market, local knowledge is power. These agents become hyper-local experts, knowing every neighborhood inside out. They can quickly identify opportunities, provide insights on property values, and guide clients through the intricacies of the local market.

Strong Networks

Relationships are paramount in real estate. Top agents cultivate strong networks, including other real estate professionals, home inspectors, mortgage brokers, and more. These networks can be tapped into for referrals, advice, and quick problem-solving.

The Join the Market Series is shown above. To learn more, Click Here.

Negotiation Mastery

In a volatile market, negotiation skills are put to the test. Top agents undergo continuous training to sharpen their negotiation techniques. They understand the importance of securing the best deals for their clients, whether they’re buyers or sellers.

Tech Integration

Technology is a game-changer in the real estate industry. Top agents embrace the latest tech tools, from virtual tours and 3D walkthroughs to predictive analytics. These tools not only streamline their operations but also enhance the customer experience.

Pricing Expertise

Setting the right price is critical in a low-inventory market. Top agents have a deep understanding of pricing dynamics. They provide sellers with accurate price guidance, ensuring that properties are competitively priced to attract buyers.

Adaptability

Adaptability is one of the most critical attributes of successful agents in the current market. They stay agile and flexible, adjusting their strategies as market conditions evolve. They can swiftly switch between a buyer’s market and a seller’s market mindset.

Strong Online Presence

Visibility is essential. Top agents have a professional website and robust social media profiles and maintain an active online presence. This helps them connect with clients and positions them as industry leaders.

Navigating a low-inventory, volatile real estate market can be challenging, but top real estate agents rise to the occasion. They position themselves for success through diversified marketing, hyper-local expertise, adaptability, and a strong market presence.

These agents are not just riding the wave but leading the way, helping clients achieve their real estate goals even in the most challenging times.

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 Magazin

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

3. The Free Online Real Estate Business Plan

4. The Become a Listing Legend Free eBook

The Vital Role of a Real Estate Agent’s Sphere in a Low Inventory Market

Apr 19, 2024

In the ever-fluctuating landscape of the real estate market, certain principles remain constant, one of which is the significance of a real estate agent’s sphere of influence.

The sphere of influence becomes even more crucial in a low inventory market, where competition is fierce and properties are in high demand. Let’s delve into why a real estate agent’s sphere matters more in such challenging market conditions.

Trust and Personal Connection

A real estate agent’s sphere typically consists of past clients, friends, family, and acquaintances. These are individuals who have already established a level of trust with the agent.

This trust becomes invaluable in a low inventory market where buyers and sellers may feel anxious or uncertain.

Clients are more likely to rely on someone they know and trust to guide them through the process, especially when there are limited options available.

Off-Market Opportunities

In a low inventory market, not all properties are listed on the Multiple Listing Service (MLS). Some sellers prefer a more discreet or selective approach to selling their homes.

Real estate agents with a well-established sphere often have access to off-market opportunities through their network. This can give their clients a competitive edge by allowing them to explore unadvertised properties.

Word-of-Mouth Referrals

In challenging market conditions, word-of-mouth referrals can be a game-changer. When clients have positive experiences working with an agent, they are more likely to refer friends and family who are looking to buy or sell.

Animal Series is shown above. To see more, Click Here.

These referrals can generate a steady stream of business, helping agents thrive in a low inventory environment.

Local Market Expertise

Real estate agents who have built a strong sphere tend to have deep roots in their local markets. They know the neighborhoods, schools, property values, and market trends inside out.

This level of local expertise is invaluable, especially when helping clients make informed decisions in a competitive market.

Negotiation Skills

In a low-inventory market, multiple buyers often compete for the same property. This situation demands sharp negotiation skills.

Agents with a robust sphere can use their connections and local knowledge to negotiate effectively, increasing their clients’ chances of securing the property.

Preemptive Opportunities

Real estate agents with an active sphere are often the first to know when a potential seller is considering listing their property. They can seize preemptive opportunities, connecting buyers with sellers before the property officially hits the market.

This proactive approach can lead to successful transactions in a market where timing is crucial.

Agents who cultivate and leverage their spheres effectively are better equipped to navigate the challenges of a low inventory market and excel in this real estate landscape.

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 Magazin

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

3. The Free Online Real Estate Business Plan

4. The Become a Listing Legend Free eBook

Interested in Using AI to Write Your Blog Posts? Here’s How!

Apr 17, 2024

Ok, so you aren’t the world’s most engaging writer. That’s why you hired a pro to write your marketing materials, including blog posts.

Then, along came ChatGPT and many writers were quickly let go, and now the blogosphere is becoming cluttered with robotic content.

Today we offer up some tips to keep in mind should you decide to use artificial intelligence to craft your blog posts.

Always proofread the content before publishing

There is a decided lack of a human touch in ChatGPT’s content. It also lacks the personalization and localization that resonates with readers.

The real concern, at least for agents who don’t proofread the blog posts before publishing them, is the accuracy of the content.

ChatGPT is updated periodically by what is known as a “knowledge update.” The most recent update (or “knowledge cutoff date”) was in March of 2023. Anything in the world that has happened or changed since April 2023 doesn’t exist to ChatGPT.

Obviously, there is a good chance that the AI chatbot will produce inaccurate or outdated information. This is especially true in the current rapidly evolving real estate environment.

TIP: Always proofread ChatGPT’s content and fact-check anything that appears to not be factual.

Your credibility is on the line here, so ensure that your “assistant” isn’t messing it up with misinformation.

You may need to supplement the information ChatGPT provides

ChatGPT may struggle to grasp the complexities of certain real estate topics, such as legal regulations, market analysis, and client-specific needs.

This is easy to remedy when you proofread. Look for definitions or concepts that need your expertise and/or insights so that the reader gets a complete understanding of what’s being discussed.

The Holiday Scheduled Campaign is shown above. To learn more, Click Here.

What else to look for when proofreading your AI-generated blog posts

Accurate Data: Ensure that any statistical information or market trends mentioned in the blog post are current and sourced from reputable sources.

Local Relevance: Tailor the content to your market, highlighting unique features and attractions that resonate with local residents.

Engaging Headlines and Introductions: The first few sentences of a blog post can either send the reader to the back button or capture their attention.

ChatGPT isn’t very good at creating compelling headlines or intros, so ensure that you change what’s necessary.

Prompts to Help Generate Content:

Prompts for ChatGPT are critical if you hope to get what you ask for when requesting a blog post.

A prompt, for those new to the world of AI-generated content, “… is an instruction or discussion topic a user provides for the ChatGPT AI model to respond to,” according to Vincent Terrasi at searchenginejournal.com.

I asked ChatGPT for some prompts that real estate agents could use when requesting a blog post and received curious answers.

“Explore the latest real estate trends in [specific city/neighborhood].”
“Highlight the top-rated schools and amenities in [specific area].”
“Offer expert tips for first-time homebuyers in [target demographic].”
“Share insights into the current seller’s market in [region].”

As mentioned earlier, the chatbot has no way of knowing anything that is current, so only the third prompt is of any use.

“In conclusion”

When you see “in conclusion” at the end of an article or blog post you’ll know how it was written. It’s almost like ChatGPT’s signature.

Be different. Remove it.

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 Magazin

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

3. The Free Online Real Estate Business Plan

4. The Become a Listing Legend Free eBook

Top Real Estate Agents Do This One Thing Every Week—Do You?

Apr 11, 2024

Want to know the not-so-secret habit that keeps top-producing agents at the top? It’s not flashy. It’s not complicated. And it’s not expensive. But it is the reason some agents consistently get listings, referrals, and repeat clients while others struggle to stay visible.

They market themselves every single week.

THAT’S IT.

No excuses. No skipping. No waiting until “things slow down.”

Why Weekly Marketing Works

Consistent marketing keeps your name in front of potential sellers and buyers before they need an agent. It builds familiarity, trust, and top-of-mind awareness—three things that matter most when someone decides to list their home.

77% of sellers contacted only one agent before selecting the one to assist with their sale. — 2023 NAR Profile of Home Buyers and Sellers

If your name isn’t at the top of a homeowner’s mind when they are ready to list, someone else is getting that call.

The Looking For Listings Campaign is shown above. To see more, **Click Here.**

What “Weekly Marketing” Actually Looks Like

Top agents don’t just rely on social media posts or the occasional open house. They layer their marketing across multiple channels:

Direct Mail Postcards – Targeted, tangible, and proven to get results.

“Direct mail has a response rate of up to 9% for house lists.” — Data & Marketing Association via Compu-Mai

“Direct mail is kept in the home for an average of 17 days.” — USPS Mail Moments Study

Email Campaigns – Stay relevant with market updates, tips, and helpful content.
Community Involvement – Visibility in your farm area builds relationships.
Consistent Follow-Up – Weekly calls, texts, or notes to past clients and leads.

“It takes 5 to 7 impressions for people to remember a brand.” — Forbes / SmallBizGenius
Weekly marketing delivers those impressions.

The Takeaway

It’s not about doing everything. It’s about doing something — every week. Top agents treat marketing like a non-negotiable business meeting. They block the time, commit to the process, and watch the momentum build.

“The agents who win the listings are the ones who never stop marketing — not when it’s busy, not when it’s slow. Consistency is their edge.” — Marketing Insights, ProspectsPLUS!

So ask yourself:

Are you marketing this week? Or are you waiting for your next deal to fall into your lap?

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 2025 Q1 Real Estate Marketing Guide

Kickstart the second quarter of 2025 with our 2nd Quarter Real Estate Marketing Guide, designed to help you achieve your real estate business goals. Packed with tools like a goal-setting sheet, monthly insights, tailored task lists, and marketing recommendations, this free guide is your ultimate resource for success—download it today for FREE! –Click Here

Post NAR Ruling: Why you Must Clearly Explain your Value to Buyer Clients

Apr 10, 2024

After you’ve finished counseling your potential real estate clients on what the whole NAR settlement thing means for them, it’s time to get busy convincing buyers that, yes, they do need an agent.

The best way to do this is to clearly communicate your value in every newsletter, on every postcard, social media share, and email.

Yes, it may require an overhaul of your entire business marketing plan, but you’ll reap the rewards when potential and new clients understand what you bring to the table.

Start with the initial buyer consultation

The buyer consultation is critical. It’s during this process that the buyer gets to know you and, hopefully, likes and trusts you as well. It’s a critical component of a successful relationship.

If you’re new to the world of real estate sales, here are some ideas:

Explain the changes brought about by the NAR settlement and how this may impact them as buyers.

Explain the mortgage process, in clear terms that consumers can understand.

Impress upon them the importance of obtaining mortgage pre-approval.

Learn what they’re looking for in a new home, size, age, location, and which aspects of the wish list they’re willing to compromise on.

Walk them through the post-accepted offer process. This includes inspections, appraisal, and how you will negotiate on their behalf if the need arises. Don’t forget to explain the loan estimate form and the closing disclosure from the lender. New agents can find information about both at consumerfinance.gov.

Explain the final walkthrough.

Closing: What it is and how it works.

Find out how often they expect to hear from you from the time escrow opens until closing. How do they prefer that you communicate with them? Email? Text? Telephone?

Create a buyers’ version of a listing presentation packet

You’ve most likely seen agent advice that extolls the “necessity” of coming up with a “unique value proposition (UVP).”

“Your value proposition is the unique benefit that you offer to your clients that sets you apart from other agents. It should answer the question: why should someone work with you instead of someone else?”

The only problem with this advice is that by and large, the American consumer is skeptical of self-promotion. This is reflected in the fact that, according to Global News Wire, “… 95% of customers read online reviews before buying a product.”

Instead of the overtly self-promoting UVP, why not use a glowing testimonial? In fact, create an entire page of them, or sprinkle them throughout your buyers’ packets.

What else to put in your buyers’ packets?

Your bio

A text version of all of the things you counseled them on during the oral consultation.

Remember, buyers are going to need negotiators in their corner when it comes to them having to pay a commission. If you have testimonials that highlight your negotiating skills, do include them.

Copies of some of the more important forms they will be asked to sign.

Yes, your industry is in a bit of turmoil right now, but if you get ahead of other agents in proving to homebuyers why they should hire you, you’ll be glad you didn’t get caught up in the whirlwind.

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 Magazin

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

3. The Free Online Real Estate Business Plan

4. The Become a Listing Legend Free eBook

How to Counter the Media’s Misinformation About the NAR Settlement

Apr 8, 2024

As if the red-hot sellers’ market of late didn’t cause enough anxiety for Americans who long for their own homes, along comes a lawsuit to add to the problem.

Not to get all doomy and gloomy, but Americans are being bombarded by mainstream media articles about what their journalists expect the NAR settlement will mean to buyers, sellers and agents.

“And many headlines aren’t separating fact from fiction, feeding misinformation to you and your clients,” according to the legal team at the NAR.

Only you, as the boots on the ground in the industry, can help clear it up for the average real estate consumer.

The biggest myth you’ll most likely run up against

Remember the aforementioned Reuters headline: “…“Home buying costs could fall.”

As you know, the only thing guaranteed to “fall” when this settlement is approved (sometime in mid-July) is home selling costs. The typical home seller makes out like a bandit in this deal.

Maybe I’m wrong, but home sellers aren’t having a tough enough time selling right now that they are willing to give away, in concessions, a huge hunk of their equity.

The myth that homes will magically be more affordable to buyers is something that urgently needs busting. Who better to do that than the true experts in real estate: Agents?

This will make it easier for buyers to negotiate fees

“The $418 million settlement … makes “it easier for buyers to negotiate fees with their own agents or use no agents at all.” (Emphasis is ours)

How will the latter work?

How will the average homebuyer gain access to tour homes for sale without an agent? Will the listing agent have to be on hand to show their listings to unrepresented buyers? Many agents don’t mind double-ending deals (in states where it is legal) IF they are compensated for all the extra work and responsibility when representing both sides.

If these unrepresented buyers lack an agent because they don’t want to pay an agent, why would the listing agent act as a buyer’s agent as well? Especially when one considers that the listing agent still maintains all the legal and ethical ramifications of dual agency, without the additional compensation.

Let your potential buyers know that, since they’ll most likely have to pay a fee for representation, they may as well have the protection of exclusive representation during the purchase.

Present the coming reality, gently

Judi Desiderio, chief executive of Town & Country Real Estate in East Hampton, New York told the folks at Reuters.com that “Some buyers could end up paying more for homes.”

She is correct. Sellers will be no longer on the hook to pay the buyers’ agent commission.

At today’s average home price, nationwide, this outlay for buyers may be from 1% to 3%, or from $4,177 to $12,531.

Again, real estate consumers are hearing from the media that not only will their homebuying costs come down, but prices may too.

A gentle reminder to potential clients that “housing prices are dictated by market forces,” [NAR], not lawsuits, should help curb their enthusiasm to buy into the media’s narrative.

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 Magazin

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

3. The Free Online Real Estate Business Plan

4. The Become a Listing Legend Free eBook

Master Your Real Estate Listing Presentation and Negotiation Skills

Apr 2, 2024

Success as a real estate agent often hinges on negotiating effectively and delivering compelling listing presentations.

For real estate agents looking to up their game and stand out in a competitive market, honing these skills is paramount.

Negotiation Skills

Negotiation lies at the heart of every real estate transaction, making it crucial for agents to master this art.

Effective negotiation involves more than just haggling over prices; it requires clear communication, strategic thinking, and building rapport with clients and counterparties alike.

Continuous education and training

Sharpening negotiation skills as begins with a commitment to continuous learning and professional development.

The Real Estate Times Series is shown above. To learn more, Click Here.

Seek out specialized training programs, workshops, and seminars focused specifically on negotiation techniques tailored to the real estate industry. There are several options available through online platforms like Harvard Business School, Udemy, and various organizations nationwide. Or you can find endless YouTube videos, podcasts, and books dedicated to this subject.

Additionally, consider joining professional organizations or networking groups where you can exchange insights and strategies with fellow real estate professionals.

By staying informed about the latest trends and best practices in negotiation, you can enhance your ability to navigate complex transactions and achieve favorable outcomes for your clients.

Practice and role-playing

Like any skill, negotiation requires practice to master. Dedicate time to honing your negotiation skills through role-playing exercises and simulated scenarios.

Practice negotiating various aspects of a real estate transaction, such as price, terms, and contingencies, with colleagues or mentors acting as clients or counterparties.

Role-playing allows you to test different strategies, refine your communication techniques, and build confidence in your ability to negotiate effectively in real-world situations. Embrace feedback and constructive criticism to identify areas for improvement and fine-tune your approach over time.

Understand client needs and market dynamics

Effective negotiation in real estate hinges on a deep understanding of both your client’s objectives and the broader market dynamics at play.

Take the time to listen to your client’s concerns, priorities, and preferences, and tailor your negotiation strategy accordingly.

Conduct thorough research into market trends, comparable properties, and local market conditions to identify opportunities and anticipate potential challenges during negotiations.

By aligning your approach with your client’s goals and leveraging your knowledge of the market, you can negotiate with confidence and achieve the best possible outcomes for your clients.

Listing Presentation Skills

A compelling listing presentation is key to winning clients and securing valuable listings.

Begin by thoroughly researching the property and its neighborhood to understand its unique selling points and market value.

Arrive at the presentation armed with data and insights that demonstrate your expertise and reassure the seller of your ability to represent their property effectively.

Additionally, personalize your approach by considering the seller’s specific needs and motivations. Then, tailor your presentation to address their concerns, and highlight how you can meet their goals.

Show don’t tell

During the presentation, focus on building rapport and trust with the seller. Take the time to actively listen to their needs and preferences, and be prepared to address any questions or concerns they may have.

Present yourself as a knowledgeable and trustworthy advisor who is committed to guiding them through the selling process with confidence.

Utilize visual aids such as market trends, comparative market analyses, and professional marketing materials to support your arguments and showcase your dedication to achieving the best possible outcome for the seller.

Value proposition

Differentiate yourself from the competition by highlighting your unique value proposition and the benefits of working with you as their realtor.

Emphasize your track record of success, your comprehensive marketing strategy, and your proactive approach to communication and negotiation.

Share stories about successes with past clients, including challenging listings and how you overcame them.

By investing time and effort into mastering negotiation and listing presentation skills, you can enhance your value proposition, win more clients, and achieve greater success in the competitive real estate industry.

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 Magazin

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

3. The Free Online Real Estate Business Plan

4. The Become a Listing Legend Free eBook

An Important Market Reminder: Why Skilled Real Estate Agents are Worth EVERY PENNY!

Mar 27, 2024

Real estate agents often face scrutiny over their commission fees, with some questioning whether their expertise justifies the costs.

However, the reality is that the value provided by a skilled real estate agent far surpasses their monetary compensation.

Here are ten ways a real estate agent’s expertise is worth EVERY PENNY:

1. Market Knowledge: Real estate agents possess in-depth knowledge of local markets, including trends, pricing dynamics, and neighborhood nuances.

This expertise allows them to accurately assess the value of a property and advise clients on pricing strategies to maximize their return on investment.

Homes sold without a real estate agent (FSBO) went for about $100,000 less on average and cost the seller more in repair fees (based on The 2023 Profile of Home Buyers and Sellers).

2. Negotiation Skills: Negotiating the terms of a real estate transaction requires finesse, tact, and experience.

Real estate agents are skilled negotiators who advocate for their client’s best interests and work to secure the most favorable terms and conditions based on years of expertise.

3. Marketing Expertise: Successfully marketing a property requires a strategic approach, including professional photography, staging, virtual tours, and targeted advertising.

Real estate agents have the expertise to create compelling marketing campaigns that attract qualified buyers and generate maximum exposure for their listings.

4. Legal Guidance: The real estate transaction process involves a myriad of legal documents, contracts, and disclosures that must be handled with precision and compliance.

Real estate agents provide invaluable guidance and assistance to ensure that transactions are conducted legally and ethically.

5. Network Connections: Real estate agents have extensive networks of industry connections, including lenders, inspectors, contractors, and other professionals.

These connections allow them to provide clients with access to a wide range of resources and services throughout the buying or selling process.

6. Emotional Support: Buying or selling a home can be an emotional experience for clients, filled with uncertainty, stress, and anxiety.

Real estate agents provide emotional support and reassurance, guiding clients through the process with empathy and understanding.

7. Time Savings: Selling a home involves numerous tasks and responsibilities, from marketing and showings to negotiations and paperwork.

Real estate agents save clients time and effort by managing these tasks efficiently and effectively on their behalf.

8. Risk Mitigation: Real estate transactions involve inherent risks, including legal liabilities, financial losses, and unforeseen complications.

Real estate agents help mitigate these risks by providing expert guidance, proactive problem-solving, and diligent oversight throughout the process.

9. Market Insights: Real estate agents stay up-to-date on market trends, economic indicators, and regulatory changes that may impact the buying or selling process.

This knowledge allows them to provide clients with valuable insights and advice to make informed decisions.

10. Long-Term Relationships: Real estate agents are invested in building long-term relationships with their clients based on trust, integrity, and professionalism.

They strive to exceed client expectations and earn their loyalty, ensuring that clients return for future real estate needs and refer their friends and family.

The expertise and value provided by real estate agents far outweigh their earnings.

From market knowledge, negotiation skills, and marketing expertise real estate agents play a vital role in guiding clients through the complexities of buying or selling a home.

Their commitment to their clients’ largest financial investment as well as their personal well-being delivers unparalleled value and peace of mind.

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 Magazin

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

3. The Free Online Real Estate Business Plan

4. The Become a Listing Legend Free eBook

Turn NAR Settlement Challenges into Opportunities For Your Real Estate Business

Mar 26, 2024

The recent settlement between the National Association of Realtors (NAR) and the Department of Justice has sparked discussions across the real estate industry.

While there are concerns about potential impacts, there are also potentially positive aspects for real estate agents to consider.

Anytime an industry experiences a disruption, innovation within the industry rises to meet these changes, and this time will be no different.

The following are some thoughts to consider as you navigate the changing real estate industry landscape.

Commission flexibility

With more flexibility in commission structures and compensation arrangements, agents have the opportunity to differentiate themselves and offer unique value propositions to clients.

This could incentivize agents to enhance their services and find new ways to add value throughout the home buying and selling process.

If you don’t provide your clients a complete list of your services (including value-added) during the listing presentation, get one together.

Now more than ever, buyers and sellers need to understand the irreplaceable level of value and expertise you provide for them.

The Market Update Series is shown above. To learn more, Click Here.

Increased transparency

The changes brought about by the settlement may lead to more transparency and clarity for both agents and consumers.

By removing blanket compensation offers and encouraging negotiation, the settlement empowers agents to have more open discussions with clients about commission rates and compensation structures.

This transparency can help build trust and foster stronger relationships between you and your clients.

New business models

The settlement could result in a more dynamic and adaptable real estate market.

With increased flexibility in commission arrangements, agents may have the opportunity to explore new business models including fee structures, partnerships, collaborations, consulting, and value-based services.

This could lead to a more resilient and innovative real estate industry that is better equipped to serve the needs of clients in an ever-evolving market landscape.

While the NAR settlement presents challenges, it also offers opportunities for real estate agents to innovate, build trust, and adapt to a changing industry landscape.

By embracing these changes and leveraging them to your advantage, you can position yourself for success in the coming years.

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 Magazin

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

3. The Free Online Real Estate Business Plan

4. The Become a Listing Legend Free eBook

Hire a Real Estate Website Builder Who Knows How to Attract Organic Traffic

Mar 21, 2024

As promised, here’s part two of our walk-through on how to find a real estate website builder that builds websites that convert…

Do their websites convert?

Remember: “… simple designs have higher conversion rates.”

And, again, the home page should be the simplest of all.

We know how tempting it is for agents to tell visitors right off the bat that they’re the best agents on the planet and why.

But leave that for the About page. Consider using your best, short testimonial instead.

Understand what’s important to your visitors and jettison the rest, again, at least on the site’s homepage. You can’t convert visitors who leave the second they land on your site.

So, what’s important to them? Here are the no-brainers:

Buyers are looking for an agent, listings, and knowledge about the buying and mortgage process.
Sellers are looking for an agent and knowledge about the selling process. They, too, may be looking at listings to find their next home.

They want to find this information easily, so don’t make them guess where it is on your site.

Do they have the ability to attract organic search engine traffic?

So, how do you turn your website into an even bigger lead-generating monster? Start by performing small changes to several pages on your site.

Localize blog posts as much as possible. It only takes minutes to add local search terms. Here’s an example from a recent post about appraisal problems in hot markets:

Fiery real estate markets such as what we’re experiencing are a dream come true for sellers unless prices are rising so fast that the market can’t keep up.

Stick the name of your market in that post to boost its SEO value.

Fiery real estate markets such as what we’re experiencing here in Vallejo …

For even more value, link the name of the city to its page on your site. These types of links are called “internal linking” and each of your blog posts should contain at least one.

“… using the right internal linking strategy can boost your SEO.” Learn more about internal linking and how you can use it to boost your site’s visibility in organic searches at Yoast.com.

Then, work on your neighborhood pages by adding local photos.

Right about now you’re wondering “What happened to help me find the right real estate website builder?”

Regardless of the real estate website company you choose, your site will need to be localized.

Does the website builder get you through the entire process?

Compare vendors on whether or not they offer the “goodies” to help make your workday easier:

Template-based pages that make adding and deleting information a snap
Help to build landing pages
CRM integration that will help you convert website visitors into leads
A slew of apps to help with everything from lead capture and management to boosting SEO and increasing website traffic.

The best real estate agent website maximizes an agent’s brand and optimizes his or her online activities with one simple goal in mind: To help you get more leads, sell more houses, and improve your professional and personal brand.

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 Magazin

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

3. The Free Online Real Estate Business Plan

4. The Become a Listing Legend Free eBook

The Pros and Cons of Real Estate Closing Gifts

Feb 28, 2024

“I think I’ll send my new patient a $50 Macy’s gift certificate to thank her for allowing me to perform her annual physical,” said no doctor, ever. Come to think of it, my hairdresser, accountant, and lawyer have never gifted me either.

Yet real estate agents, somewhere along the line, came up with this notion that they absolutely must provide a closing gift to their clients.

Obviously, the agent who first gifted a client must’ve found the practice successful because it was quickly copied and has now become standard practice.

Does giving a gift to a client make you memorable? If that were the case, more service industries would take up the practice, don’t you think? I don’t know about you, but I return to my hair stylist every month because I love the way she cuts my hair.

My accountant saves me money on my taxes. So, is it the gift that makes them remember you, or was it your performance?

Let’s take a look at some of the pros and cons of giving closing gifts, to real estate clients.

Pros

I’m not a tax expert or an accountant, but the IRS says agents can deduct up to $25 for each person they gift during the year. No, that’s not a whole lot of money and if you make the big bucks, you’ll need to buy a whole lot of gifts throughout the year to even put a dent in your tax bill.

If you feel you must give a gift, consider handing your clients the keys to their new home on a quality (meaning, not plastic) keychain. With your branding on it, you’ll be able to deduct it as a marketing expense and possibly get a larger deduction. Talk to your tax professional.

A swanky annual client appreciation event, on the other hand, will give you a bigger tax deduction as well as put you right back there at the top of their mind.

The Content Card Series is shown above. To learn more, Click Here.

Cons

Since referrals are the lifeblood of a successful real estate practice, and keeping them coming in requires remaining top-of-mind with former clients, it would have to be a major gift to make you memorable throughout the years.

What will make you memorable is frequent contact throughout the year — the birthday cards, the client appreciation events, and the ongoing direct mail campaigns.

Here’s something else to consider: you are a buyer’s agent. You have been at your client’s beck and call, spending weeks or even months driving your clients to house after house before they finally found one they wanted.

You submitted the offer, you coordinated your client’s end of the transaction, and you smoothly paved the way to a successful close. All parties are satisfied with the outcome. In return, you are paid a percentage of the sales price of the home.

You did your job and you got paid. Shake hands, as business people do, thank them for their business, and move on to your next client.

The subject of closing gifts, as you know, is a point of contention among agents. How about you? Do you gift?

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

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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