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Saturday, April 20, 2024

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.

    There are three rather steep learning curves when one enters the real estate industry as an agent. The first is learning all the boring stuff, such as metes and bounds, riparian rights and agency.

    Then, there’s that baptism-by-fire thing that happens when you hang your license with your first broker. As a boot on the ground, you learn by doing, how to list and sell homes, how to fill out the contracts, how to give a listing presentation.

    The third learning curve involves finessing your business so that you don’t waste time on lame lead gen that doesn’t offer a decent ROI.

    This last is one curve that many agents never take. They prefer backtracking to accelerating into the one curve that will make them more successful.

    The Just Curious postcard is available in the postcard section under the Get More Listings Series.

    It all comes down to complacency or hunger. Agents in the latter group, especially those who have hit a plateau, may just benefit from life or business coaching.

    Are you struggling?

    “Impossible decisions. Immovable objects. Unstoppable forces. Problems abound, financial, career, health, relationships, life.”

    Sound familiar? Sean Everett, editor at Humanizing Tech, calls this “A hero’s journey.” And, if it does sound familiar, he suggests that you need a coach.

    Think you don’t need one? Eric Schmidt, former Google CEO once felt the same way. He was at the top of his game when someone suggested he hire a coach. He initially resisted but finally caved.

    He’s not the only member of the rich and famous crowd to realize the need for help. Oprah, members of Metallica, Leonardo DiCaprio, former president Bill Clinton, Andre Agassi and Hugh Jackman represent a few of them who credit their success to their coaches.

    Everyone needs a coach

    That’s a quote from Schmidt, in an interview with Fortune magazine. If you:

    • Have no idea about last year’s production
    • Have no clear plan for this year’s
    • Lack a marketing budget
    • Are confused about lead generation
    • Feel stuck and/or overwhelmed
    • Are frustrated
    The Should I Stay or Should I Go postcard is available in the postcard section under the Get More Listings Series.

    you need a coach.

    The benefits of working with a coach

    Inman.com published a survey a couple of years ago that found that 90 percent of agents who worked with a coach saw at least a 10 percent increase in their production after one year.

    Twenty-six percent said theirs increased more than 25 percent and 10 percent of this group of  agents’ production increased between 100 to almost 200 percent.

    That is a crazy amount of winning, right?

    A real estate or even a life coach can view your business as an outsider. Not being involved in the day-to-day minutiae has benefits. They examine the big picture and simplify your process.

    “Coaching helps you to take responsibility for your life, let go of what others think and become your true self. It’s about you creating the life that you want – and deserve,” according to Emma-Louise Elsey, founder of Simplicity Life Coaching Ltd. and The CoachingToolsCompany.com.

    If you want to reap the rewards of working with a coach, though, commit to doing what he or she says.

    Choosing a real estate or life coach

    Coaching is offered in a variety of media so decide first how you best learn, which type fits best into your schedule and the one you’re most likely to stick with.

    When considering a coach, look at his or her background because you’ll only want to “take the advice of people who have done what” you want to do, according to entrepreneur Tim Kitchen at Forbes.com.

    Then again, sometimes it takes a fresh pair of eyes from someone who has never done what you do, such as President Bill Clinton who was coached by Tony Robbins.

    If you need help generating leads or someone to hold you accountable for following up with them, there are plenty of real estate specific coaches from which to choose. Don’t be surprised if you end up working with several before you find the one that’s a good fit for your needs.

    Take a look at the comparison of three of the most popular real estate coaches, Ferry, Buffini and Proctor at FitSmallBusiness.com.

    The agents we’ve spoken with all say that it’s important to feel comfortable with a coach. Keep looking until you’ve found “the one.”

    The Looking For Some Expert Advice postcard is available in the postcard section under the Get More Listings Series.
    Send the Looking For Some Expert Advice postcard from the Get More Listings Series to an area where you want more listings.

     

    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 Free killer tools to help your success this year!

    1. Become a Listing Legend Free eBook 

    Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

     

     

    2. “Get More Listings” Free Online Webinar

     

    “Get MORE Listings & Begin to Dominate Your Market!” Free online webinar. Learn the 3-7-27 strategy for explosive growth, why 95% of agents have less than 20% market share, and how to become the agent everyone competes against. – Click Here

     

     

    3. 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, Get More Listings, Geographic Farming, and Sphere of Influence. –Click Here

     

     

    4. The Free One-Page Real Estate Business Plan

    Treat your business like a business it is vital to long-term success in this industry. Some agents may put together elaborate business plans, yet there’s something powerful about keeping it simple. Check out our one page Online Real Estate Business Plan.  – Click Here

     

     

    5. The Free Online ROI Calculator

    Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! –Click Here

     

      One of the biggest agent concerns is finding ways to stand out in the crowded marketplace of other agents.

      Why, then, do so many agents copy other agents? From websites to scripts, originality is sabotaged at every turn. And this is most apparent when it comes to an agents photo.

      Nine photos out of 10 are absolutely identical. The hands are either on the hips or arms are crossed. Is it any wonder that consumers have the notion that all real estate agents are alike?

      Step away from the pack during your next photo shoot. Here are some ideas from the pros.

      The Sometimes it Pays postcard is available in the postcard section under the Fence Sitters Series.
      What to do with your face

      About five years ago, the folks at Photofeeder.com conducted a study to determine “what elements reliably produce a better professional headshot photo.

      The study found that slightly squinting your eyes makes you appear more competent and influential. In addition, the study showed eyes wide open connote fear.

      To smile or not to smile? Mouth open or closed? Who knew so much goes into an effective business photo?

      No smile, according to Photofeeder’s study, destroys your likeability. Closing your mouth when you smile had no effect on whether or not you appear competent but it will make you look likeable.

      The best thing to do with your mouth during a photo shoot is to allow your teeth to show when you smile. Showing your teeth boosts both competence and likeability scores.

      Finally, be mindful of what you do with your chin. We have a tendency to tilt it skyward when photographed. Keep it down. Nobody wants to look up your nostrils.

      Strike a pose

      News anchor at Houston’s KPRC Channel 2, Dominique Sachse, offers some clever tricks (especially for women) on what to do with your body in your photo.

      She recommends you avoid “that staged pose,” of the “45-degree pivot, with the hand on the hip.”

      Crossing the arms is an epidemic in real estate business photos. The ubiquitous pose is actually “a standard crutch for photographers trying to knock out a quick portrait,” Jeremy Barr, creator of “Local People with their Arms Crossed”, tells Wired.com.

      According to body language experts, arms crossed makes you look defensive, shy or insecure. It also makes one appear unapproachable – not a vibe that real estate agents want to give off.

      The Doesn’t Take a Crystal Ball postcard is available from the postcard section under the Fence Sitter Series.

      “Non-verbal communication happens in still photography just as easily as it happens in an active conversation,” claims the pros at ARES Business Coaching.

      What to wear

      What to wear in your real estate photo shoot is a common conundrum for many agents. The answer is: it depends.

      Wear clothing that is appropriate to either your typical clientele, or to your marketplace. Luxury agents, those who specialize in country property, farms and ranches will have no problem with this.

      If you’re a real estate generalist, consider “business casual” attire; something a bit less formal than corporate business attire but still professional.

      For women, this typically means skirt or slacks, a button-down blouse, and closed-toe shoes. “For men, this typically means a button-down shirt, slacks, and dress shoes, according to Jill Ilao at FitSmallBusiness.com.  Get additional tips about business casual attire from Ann Sraders at TheStreet.com.

      Again, this should be adjusted for your marketplace. No-one will look askance at a photo of a female agent in Hawaii wearing open-toed shoes.

      The one bit of clothing and accessory advice that all business photographers agree on is to ditch the glamour shots. Dangling earrings, low-cut blouses, skin-tight clothing – appropriate for a stripper audition, maybe, but not for a real estate agent.

      Here are some examples of agent photos done right:

      Craig Ackerman, San Francisco Bay Area

      Notice the smile, with teeth showing. His arms are open, giving the impression that he’s approachable.

      Kelly Moye, Denver area

      Kelly strikes a casual pose, but it’s the smile that got us.

      Erin Mathews, Dallas area luxury agent

      We think Erin chose the perfect outfit and backdrop for a luxury agent. Again, notice the smile, with teeth showing.

      Jason and Rachel Harper, Home Team, Temecula / Murrieta, CA

      Business casual attire? Check (ok, she’s wearing open-toed shoes. In Temecula she can get away with it). Great smiles? Check. Most of all, the photo is professional yet gives the impression this team is fun to work with.

      The Time is Running Out postcards from the postcard section under the Fence Sitters Series.
      There’s no time to lose in getting your postcards out for the fall season.
      Send the Time is running Out postcard from the Fence-Sitters Series to light a fire under the feet of slow-moving sellers.
      You might also like:

      Real Estate Marketing That Leaves No Money Behind

      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 Free killer tools to help your success this year!

      1. Become a Listing Legend Free eBook 

      Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

       

       

      2. “Get More Listings” Free Online Webinar

       

      “Get MORE Listings & Begin to Dominate Your Market!” Free online webinar. Learn the 3-7-27 strategy for explosive growth, why 95% of agents have less than 20% market share, and how to become the agent everyone competes against. – Click Here

       

       

      3. 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, Get More Listings, Geographic Farming, and Sphere of Influence. –Click Here

       

       

      4. The Free One-Page Real Estate Business Plan

      Treat your business like a business it is vital to long-term success in this industry. Some agents may put together elaborate business plans, yet there’s something powerful about keeping it simple. Check out our one page Online Real Estate Business Plan.  – Click Here

       

       

      5. The Free Online ROI Calculator

      Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! –Click Here

        Even folks who aren’t thinking of buying or selling a home in the near future enjoy reading well-written real estate market reports.

        If you aren’t using market reports in your marketing efforts, you’re missing out on a prime opportunity to show your area expertise. However, it’s not enough to slap up an MLS graph and call it a market report.

        If you’ve ever scratched your head over a medical report from a doc, radiologist or other medical professionals, you know how your market report recipients feel when poring over all the stats.

        It’s up to you to put them into a form that’s easily understandable to the layperson. Then, it’s up to you to let them know what it means for them.

        We’ve seen some brilliant market reports but, unfortunately, we’ve also seen some pretty bad ones. Let’s start with what not to do when writing your report.

        1. Don’t assume consumers understand real estate jargon

        “The pending ratio indicates the supply & demand of the market.”

        While this statement might be true, the author (a company that actually creates reports for agents) assumes that the average reader understands what she means by “pending.”

        Pending what? Most consumers don’t understand MLS terminology so each and every report should clearly spell out the meaning behind what you assume are widely-used terms.

        So, rewritten, it might look like this:

        When a seller accepts an offer on a home, the listing agent changes its status in the MLS from “Active” to “Pending,” meaning the home has an offer, but it hasn’t closed yet.

        The Neighborhood Update postcard is available under the Neighborhood Update Series in the Postcard section

        Then go on to explain what the pending ratio means – in clear, easy-to-understand English.

        Then, there’s “absorption rate.” One Las Vegas brokerage offers an email of a menu of local reports, including a “Monthly Absorption Report.” Sounds more like a soil report than what’s going on in the housing market. We don’t imagine they get many requests for that one.

        “Inventory” is another term that’s tossed around as if everyone understands what the agent is talking about.

        Consider appending the use of “inventory,” at least on the first usage, with an explanatory term. “Inventory of available homes” or “Inventory of homes for sale,” will get the meaning across.

        We love Long & Foster’s description in its market reports. While their graph is titled “Inventory,” the accompanying text simply says:

        “Versus last December, the total number of homes available this month was lower by 298 units or 26%.”

        Then, there are all the acronyms so frequently used by agents that may be a complete mystery to your report recipients. Like “DOM” and “Y-o-Y.”

        2. Don’t assume they understand the statistics’ implications

        Many real estate consumers don’t have a clue as to how different aspects of the economy impact the housing market and why the local economy accounts for many of the differences between the local and national market.

        We like the way Mountain Oak Properties in Asheville, North Carolina handles this:

        “Looking deeper into what is driving this steady improvement nationally and locally, you will find that the Asheville area job growth is outperforming the nation and NC.”

        The report then goes into a deeper dive of the statistics presented in the report, what job growth has to do with the real estate market and what the consumer might expect in the future.

        The Free Market Analysis postcard is available in the Free Offer Series under the Postcard section

        We all know that we can’t predict the market’s future performance based on current numbers, and you should explain that. But, as the “local expert,” you can take a stab at it.

        3. Don’t Be Too General With Your Information

        Get as specific as you can. Lucky you if your MLS provides neighborhood-specific statistics. These allow you to go hyper-local.

        Determine your target market and focus your reports accordingly. If you’re trying to achieve more listings, mention the neighborhoods with the highest price appreciation. Do the opposite if you’re hoping to lure buyers.

        4. Don’t Just Offer Stats and Dry Copy

        Once you have your report written, it’s time to get it into an easy-on-the-eyes format. Ideally, you’ll hire a graphic designer and outsource this part of the project. You can find inexpensive designers online at sites such as upwork.com or 99designs.com.

        Prefer to DIY? Consider customizing one of the thousands of templates at Canva.com. It’s an easy-to-use graphics site and most of what you’ll find there is free.

        Sure, you can take that nifty graph from your MLS and paste it into your report, but, again, it’ll be meaningless to the average real estate consumer.

        The name of the game with market reports is “Reader-Friendly.” And, since 65 percent of us are visual learners, this means using lots of colors and big, bold graphics.

        The Comparative Market Analysis postcard is available in the Call to Action Series under the Postcard section

        Brilliant market reports can help set you apart from the lazy agents. Do them right, and you’ll be one more step ahead.

        Start generating interest in your market reports now!
        Send the Free Comparative Market Analysis postcard from our Call to Action Series to at least 100 prospects in your farm or an area where you want more listings.
        You might also like:

        The Biggest Client Complaint and How Not to Be That Agent

        Agent Facebook Success: Rules of Engagement

        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 Free killer tools to help your success this year!

        1. Become a Listing Legend Free eBook 

        Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

         

         

        2. “Get More Listings” Free Online Webinar

         

        “Get MORE Listings & Begin to Dominate Your Market!” Free online webinar. Learn the 3-7-27 strategy for explosive growth, why 95% of agents have less than 20% market share, and how to become the agent everyone competes against. – Click Here

         

         

        3. 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, Get More Listings, Geographic Farming, and Sphere of Influence. –Click Here

         

         

        4. The Free One-Page Real Estate Business Plan

        Treat your business like a business it is vital to long-term success in this industry. Some agents may put together elaborate business plans, yet there’s something powerful about keeping it simple. Check out our one page Online Real Estate Business Plan.  – Click Here

         

         

        5. The Free Online ROI Calculator

        Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! –Click Here

          We have two winners!

          A first place $250 Gift Card winner & a second place $100 Gift Card winner!

          1.Congratulations Virginia Enoch on winning our 1st Prize $250 ProspectsPLUS! Gift Card!

          Virginia shared the following feedback with ProspectsPLUS!

          “A recent postcard publishing was so successful that we ordered another 100 postcards.

          We know that our success is rewarded by partnerships with proven vendors such as ProspectsPLUS!. Your products do enable us!

          I constantly see amazing new products and benefits you provide for your customers. What can I say? Well done and thank you”.

          Virginia’s latest marketing pieces she’s using include – The following Free Reports – 9 Ways to Get More Money in Less Time”, 5 Killer Tips to Sell This Summer”, “Don’t Leave Money on The Table”.

          2. Congratulations Chris Ditoro on winning the 2nd Prize $100 ProspectsPLUS! Gift Card

          Chris shared the following feedback with ProspectsPLUS!,

          “Hands down the products that ProspectsPLUS! put out are second to none. I have compared other Just Listed, Just Sold postcards and ProspectsPLUS! blows them out of the water.

          Tons of design options, Free customizable PDF reports and soooo much more. What’s there not to love about their products and services. Highly recommend 🌟🌟🌟🌟🌟

          I also didn’t mention. I download their PDF reports and include them in my weekly marketing email to my clients. Also I print them out and have them at open houses and when we door knock as a handout or offer in an email. So many ways to use their products”.”

          Chris’ latest marketing pieces she’s sent out include – The Free Report, “6 Critical Questions to Ask”, the Get More Listings Series postcard, “I have a Buyer”, and the Just Sold postcard.

          Take the lead from Virgina and Chris and send at least 100 marketing pieces to an area where you want more buyers or sellers!

          You might also like to read:

          How to Harness the 5 Key Traits of ‘Rock Star’ Agents

          Agent Facebook Success: Rules of Engagement

          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!

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