Tuesday, April 23, 2019

Lisa Gray

Lisa Gray
157 POSTS 0 COMMENTS
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.

Win Them Over With Mortgage Savvy

Remember real estate school? What fun it was to learn about such thrilling topics as riparian rights, avulsion, and tenancy by the entirety. Unless you were planning on selling ranch, investment or water-front property, these topics were quickly pushed to the back of your mind once you got your license. Then came the real learning: how to generate leads, work with buyers and sellers and the anatomy of a mortgage.

While you may have had a broker or mentor who walked you through the fine art of generating leads, the mortgage process is typically something we learned on our own, piecemeal.

If, as newbies, we were confused over the mortgage process, think about how clueless your first-time buyers might be.

Get them up to speed

Only 30 percent of them are familiar with the mortgage process according to a Consumer Financial Protection Bureau (CFPB) and the Federal Finance Housing Agency (FHFA) survey. That’s a whole lot of buyers who are blindly entering a huge financial transaction.

The mortgage profession, like real estate, boasts a workforce with a variety of backgrounds, education, skills, and experience. Like our industry, there are those who work hard at providing customer service and there are those who seemingly couldn’t care less.

Sadly, as they do when choosing a real estate agent, the vast majority of homebuyers (77 percent, according to the survey above) choose the first lender they speak with.

This offers the customer-service-oriented agent a brilliant opportunity. Make explaining the mortgage process, from start to finish (and in plain English) a part of your buyer consultation meetings. It’s customer service on steroids.

Go beyond referring your clients to a lender

Surf the internet for home buying advice and agent websites typically offer some form of “See a lender.” This is skimpy advice that adds nothing of value to the reader.

Providing answers to their most frequently asked questions is valuable. What does DTI stand for and how is it determined and what role does it play in the mortgage process? Explain what “mortgage origination” means. What are “discount points?”

Explain the different players who work behind the scenes for a typical borrower. For instance, what does an underwriter do? An infographic or even a text walk-through of the life cycle of a home loan could do the trick here.

And, don’t neglect counseling your buying clients about protecting their credit during escrow (not making large purchases on credit, not changing jobs, not moving money around).

How to get the word out

While a basic explanation during your buyer consultation is a must, your website is another vehicle for spreading the word about the mortgage process. From articles in the “Buying” or “Financing” section of your site to blog posts about different aspects of mortgages (down payment assistance, what to expect at closing, etc.) can all help educate your client.

Getting back to the buyer consultation: use handouts to cut down the amount of time it takes to explain the mortgage process. Start with an explainer sheet or infographic that walks them, step-by-step- through the process. Include a glossary of mortgage terms that they can refer to when needed.

Include a page on various mortgage programs, such as FHA, VA and USDA and another on down payment assistance programs in your area. Then, package them all up in one of our presentation folders for them to take home with them.

Explaining the mortgage process to your buying clients does more than add to their customer service experience. Knowing that they need to hold off on that appliance-shopping trip to Lowe’s or Home Depot prevents a common mortgage disaster.

Also, knowing what to expect during the process allows them to relax into it. And, we’re sure you’ll agree that relaxed clients are the easiest to work with.

Order the Free Report Chop $24,000 Off Your Mortgage and give out everywhere as a Free Offer on your direct mail pieces, at Open Houses, and in your community.
Make sure everyone knows who the expert agent is who will be there for them, answer ALL their questions and guide them in the right direction.

Need help targeting the perfect niche of buyers or sellers? Use our mailing list tool to 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 2 free ways we can help you CRUSH IT in 2018!

1.  The 12 Month Done-For-You Strategic Marketing Plan.

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, Listing Inventory, Geographic Farming, and Sphere of Influence – Click Here

2. 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

Also…check out these cool tools 

 Three Click Postcards – Just snap a home photo & create a postcard all from your mobile phone

MLSmailings.com – Automated Just Listed, Just Sold Postcards

Market Dominator System – Become a neighborhood brand

Want to Refer a friend or colleague? Refer them, Here. THEY get a Free $25 Gift Card and YOU become their hero. BTW, you also get a $25 Gift Card too (now that’s what I’m talking about)!

 

Door Knocking Mastery

One thing I learned during my tenure in the real estate industry is that you don’t have to be on a stage to experience “stage fright.”

The heart-pounding, parched mouth, tight throat, trembling, sweating and nausea can happen when doing something as simple as merely contemplating making a cold call.

Worse, it comes on in spades when considering knocking on a stranger’s door to ask about his plans for the future.

Professionals in psychology and psychiatry call this “performance anxiety,” an aspect of social anxiety, and claim that the malady is “ … fairly common, occurring in as much as 13% of the population,” according to James W. Jefferson, MD, at the National Institutes of Health.

Stage fright can be overcome and you can be knocking your way to real estate riches. 

Overcoming the jitters

According to the pros, the best cure for the jitters is preparation, so practice your door-knocking approach until it becomes second nature.

“Don’t focus on what could go wrong,” suggests the professionals at WebMD.com. “Instead focus on the positive. Visualize your success.”

They also suggest concentrating on connecting with your audience. When Mrs. Homeowner opens the door, smile, make eye contact with her and don’t think of her as the enemy.

Tony Robbins says that to become successful at anything, “model someone who is already getting the results that you want.” In fact, he credits this technique with being “the number one secret for the things in my life that I’ve mastered.”

We watched a lot of agent-advice videos on scripts and other approaches to door-knocking and, by far, we feel that Borino (former rags-to-riches agent and current real estate coach), does a brilliant job. He’s definitely someone you can learn from, and copy. 

Make a game out of it

Instead of approaching a day of door-knocking as drudgery, make a game out of it. Don’t concentrate on how many leads you need to pick up from the session but go for the no’s instead. Investor Sal Williams walks you through his game of “I need 39 ‘no’s’ in his YouTube video. 

Don’t go empty-handed

No, leaving a business card with the homeowner isn’t enough.

Rachel Adams Lee began her mega-agent career by knocking on 200 doors per week. She shares some tips on creating a handout that offers value to the homeowner in her YouTube video.

But, really, anything that offers value to the homeowner will be welcome. This might include a neighborhood market update on one side of a postcard or flyer and general homeowner information on the other. Valuable info for homeowners includes:

  • How to take an insurance inventory of their home’s contents.
  • How to solve the “should I buy first or sell first” dilemma.
  • A story about how much equity local homeowners have regained since the recession ended.
  • Which remodeling projects add value to a home and which to avoid.

One very successful agent we know commissioned a freelance writer to ghostwrite a seller’s handbook that walks homeowners through the entire selling process.

Handing an actual paperback book to a potential client, with the agent as an author, not only offers value to the homeowner but establishes her as an expert in real estate. 

One ingenious tip for the chronically shy

Despite knowing the scripts verbatim and watching the videos of the masters, some agents just can’t bring themselves to shake the “Ew, I’m a slimy salesperson” feeling by knocking on strangers’ doors.

We learned a tip from Minneapolis agent Shannon Brooks that we think you’ll love. In fall and spring, Shannon door-knocks, but not for the reasons other agents do.  She’s collecting non-perishable food donations for local food banks.

And, she takes it a step further by branding the bags she leaves with homeowners.

It started off with basic paper bags,” Brooks tells smartzip.com’s Gina Thelemann. “but now it has evolved into a branded bag with my name and brand, and my lender and title partner’s brands, too!”

It also started with the aim of helping the community but she quickly learned what an amazing strategy it could be for the chronically shy agent. The initial conversation is easier to start, it’s non-threatening to the homeowner and it allows you to follow-up when you return to pick up the donated items.

Which doors to knock on

Good for you if you already have a geo farm. If you don’t, now is the time to choose one. But, choose intelligently.

First, check the tenure of current homeowners in your chosen area. In 2017, the average home seller had lived in her home for 10 years, according to the NAR. So, seek out a farming area in which the homeowners have lived there at least 8 or 9 years.

Then, consider your income goals and narrow down your choice of neighborhoods to those at the right price point to help you meet your goals.

Coach Tom Ferry says to start with between 250 and 500 homes and then expand “as saturation and ROI is accomplished,” according to coach Kay Fairchild.

Another approach, as explained by coach Kevin Ward, is to target certain homeowners, not neighborhoods. Ward calls these homeowners “turbo leads” and they include FSBOs, expired listings, and homeowners who’ve received notice of defaults.

“They have already exhibited a need or a desire to sell their property,” he explains. In his video, he walks you through how to approach the homeowner in a way that lessens the chance of resistance.

Like all marketing methods, it takes time and requires keeping organized records of your contacts and following-up.

Time to dive in and order at least 100 door hangers to attract more buyers, sellers or advertise your upcoming open house or new listing!
Remember to also keep FSBO and Expired Door Hangers in your car for that spontaneous drive by.

Need help targeting the perfect niche of buyers or sellers? Use our mailing list tool to 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 2 free ways we can help you CRUSH IT in 2018!

1.  The 12 Month Done-For-You Strategic Marketing Plan.

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, Listing Inventory, Geographic Farming, and Sphere of Influence – Click Here

2. 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

Also…check out these cool tools 

 Three Click Postcards – Just snap a home photo & create a postcard all from your mobile phone

MLSmailings.com – Automated Just Listed, Just Sold Postcards

Market Dominator System – Become a neighborhood brand

Want to Refer a friend or colleague? Refer them, Here. THEY get a Free $25 Gift Card and YOU become their hero. BTW, you also get a $25 Gift Card too (now that’s what I’m talking about)!

Ready to Finish This Year Strong? 

Well, I have a highly effective marketing technique to help with that – Door Hangers.

You know what’s great about Door Hangers? Aside from affordability. When you are out hanging them, there is a good chance you will run into the very people you are trying to get to know better (what is not to love about that)?

Plus, they’re a tangible that the homeowner can touch and feel and save for future reference – perfect!

Are you currently in search of MORE listing inventory? Great! Compel sellers to pick up the phone and call you by offering a Free Home Market Analysis with the Free Offer Door Hanger Series.

Or Hang the Ready to Sell Door Hanger or I Have More Buyers Door Hanger on their doors to peak their interest and get them excited about selling.

Do you have an Open House coming up? Congrats! Hang an Open House Series Door Hanger on the doors in the surrounding neighborhood to get the word out.

Whatever niche you plan to go after, there is a targeted Door Hanger available. We even offer FSBO and Expired Door Hangers too.

The September Challenge: Choose your areas of focus, then order 100 Door Hangers and make a commitment to get all 100 Door Hangers hung in the month of September.

Post your story of how you got Door Hangers hung on doors during the month of September on our Facebook page with the hashtag #doorhangerchallenge

By the way, the prize for the most fun/clever story is a $250.00 ProspectsPLUS! Gift Card!

Are you up for the challenge? GO NOW!

And the Winners are…

First, we want to thank everyone for your incredible feedback in August! We really appreciate the time you take to give us your thoughts.

Remember, if your name isn’t announced in this month’s contest, a new contest starts in September with new opportunities to win!

Our Winner of the $500 ProspectsPLUS! Gift Card is  – Scott Wolf
Scott Wolf ProspectsPLUS contest winner

Scott shared his experiences using ProspectsPLUS! with the following feedback.

“I have used ProspectsPLUS! since 2015 when I went out on my own. I still have the very first card I sent out to compare how much better the card design and content quality continues to become.”

“I get a bit lazy with my mailing during season. I just sent out a targeted drop to put some subtle reminders in front of some potential sellers that I want to get the listings on which has become ultra competitive in my farm area.”

“I ordered 300 jumbo postcards using the recipe content for the first time this past week. They just hit mailboxes and one of the seller’s I’ve been working for 6 months called after getting the postcard to say they are finally are ready to list!”

These direct mailers do work because you can really target your audience and message! I was very pleased with this latest postcard.”

Scott’s Latest Marketing Purchases –Recipe Content Cards, Just Listed postcards

Winner of Our $250 ProspectsPLUS! Gift Card is – Laci & Tim Crabtree

Laci shared her experiences using ProspectsPLUS! with the following feedback.

“ProspectsPLUS! is super easy to use. They have a ton of templates already created for you to choose from or you can upload your own design, and everything is customizable.”

“I have called customer service a couple times and they are always very friendly and helpful.

Laci’s Latest Marketing Purchases – Holiday Series, DIY Series, Sphere Series, Upload Your Own  

Take the lead from Scott and Laci and send at least 100 direct mail Marketing postcards to an area where you want more buyers or sellers!

Need help targeting the perfect niche of buyers or sellers? Use our mailing list tool to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

New agent guide to getting clients
Hey you! The one with the shiny new real estate license

Congrats on passing your exam and finding a broker to hang that license with. We know what you’re thinking:

“Now what?”

We’re willing to wager that the first day in your new office you sat around and stared at a blank computer screen while listening to the conversations around you about client deals and commission checks.

Made you feel like a fish out of water, didn’t it?

The good news is that, like any new thing, you’ll get used to it, learn and hopefully become more successful than you’d ever imagined.

But, it starts with a deal. Just one deal.

And, for that, you’ll need a client. It’s a good thing you’re visiting ProspectsPLUS! because we’re about to walk you through some brilliant ways to connect with that one person who will get you started down what we hope is a long and prosperous career.

A business card is just the beginning

Carry as many business cards as you can and hand them out to everyone. The guy who makes your coffee in the morning, the dry cleaner, your kids’ teachers and everyone you interact with at the gym.

But handing out business cards is just a baby step. You need to get found and one of the best ways to do that is with a website.

NAR tells us that 51 percent of their 1,334,668 members have had a website for at least five years. It’s a surprisingly low number when you consider how much business you can get from your site.

Even more surprising is that only 9 percent of REALTORS® have a blog – one of the best traffic generators if done right.

The typical homebuyer searches for homes online before doing anything else, including seeing if they can even qualify for a mortgage.

If you don’t have a website, there is no way you’ll be found. So, while you’re sitting in your cubby at your broker’s office, work on getting a website (with IDX, a blog and a system to capture leads) up and running.

Who do you know?

 It’s time to fill up that CRM and announce yourself to the world with a card from our Announcement Series. Any veteran agent worth his or her salt will counsel you to rely on your sphere of influence for that first transaction. To determine who is in your sphere of influence, make a list of the following:

  • The family who live in the area you want to serve
  • Friends
  • Neighbors (an especially good source of leads)
  • Former colleagues
  • Connections on social media
  • Casual acquaintances, such as your hair stylist, dentist, doctor and even your pet’s veterinarian (check out the awesome doctor loan products for medical professionals)

This list comprises your network so you’ll need to further refine it to narrow it down to only those people over whom you have some influence. This is your sphere of influence.

“Think about it as the people who would see a movie, read a book, or try a new restaurant because you recommended it,” suggests the pros at Contactually, a CRM provider.

Don’t toss the original list because many in your network will eventually be added to your sphere. Right now, you just want to reach out to folks that you have been in contact with over the past year or so.

Your goal is to, first, let them know that you now have your real estate license and steer them to your website or Facebook page. Aside from calling each one, the best way to get the word out is via social media.

But, since not everyone in your sphere is likely to be a friend on these platforms, email or snail mail is the next best way to announce your new venture.

What to mail, or email

 Although later in your career you’ll want to avoid overt, heavy-handed and frequent self-promotion, right now, it’s a must.

In fact, you may need to beat people over the head (metaphorically, please) with the fact that you now help people buy and sell homes.

A marketing postcard is the ideal medium to use to announce your status as a real estate agent. Send one to each person in your sphere. Then, never mention again that you are a new agent. All future contact with these people should offer something of value, with no reminders that you’re fresh out of real estate school.

What would be considered valuable? A market report, the offer of a free market analysis of their home, news of a neighbor’s home for sale, homeowner tips, etc.

With a monthly Community Newsletter, you can work in all of these topics and more.

We understand that, right now, it seems as if finding that first client may be an elusive dream. But, take the steps to market yourself effectively and that client will appear.

Send out the New Member of the Family postcards from the Agent Introduction Series to all of the contacts you have added to your brand new Sphere of Influence!

Need help targeting the perfect niche of buyers or sellers? Use our mailing list tool to 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 2 free ways we can help you CRUSH IT in 2018!

1.  The 12 Month Done-For-You Strategic Marketing Plan.

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, Listing Inventory, Geographic Farming, and Sphere of Influence – Click Here

2. 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

Also…check out these cool tools 

 Three Click Postcards – Just snap a home photo & create a postcard all from your mobile phone

MLSmailings.com – Automated Just Listed, Just Sold Postcards

Market Dominator System – Become a neighborhood brand

Want to Refer a friend or colleague? Refer them, Here. THEY get a Free $25 Gift Card and YOU become their hero. BTW, you also get a $25 Gift Card too (now that’s what I’m talking about)!