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.
A first place $250 Gift Card winner & a second place $100 Gift Card winner!
1.Congratulations Stacey Severn on winning our 1st Prize $250 ProspectsPLUS! Gift Card!
Stacey shared the following feedback with ProspectsPLUS!
“I like the flexibility in the templates, the ability to target accurately, and the fact that I don’t have to print labels or buy stamps, or take the time to put my mailings together.”
Need help targeting the perfect niche of buyers or sellers? Use ourmailing list toolto create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!
One thing I learned during my time in sales is you don’t have to be on a stage to experience “stage fright” door knocking is just as intimidating.
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.
1. 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.
2. 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.
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.
4. 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.
5. 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, more sellers or advertise your open house or new listing!
Need help targeting the perfect niche of buyers or sellers? Use our mailing list toolto create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!
PLUS: When you have time…here are Free killer tools to help your success this year!
1. 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
Statistics suggest that soon we’ll start seeing more older clients, looking to downsize.
A Trulia study published late last summer found that, in recent years, boomers weren’t downsizing mainly because of a “lack of affordable options” and “a shortage in starter home inventory,” according to HousingWire.com’s Jessica Guerin.
The market, however, is changing, presenting what just may be perfect conditions for what is being called the “Silver Tsunami.”
In fact, in early May, Housing Wire published “The 55+ housing market is booming,” and an article about “builder confidence in this sector” reaching an all-time high.
This year, the youngest baby boomers turn 55 and the oldest in the cohort will celebrate their 73rd birthday.
If you want to work with boomers, understand them
It’s a great-big generation with a 20-year spread between the youngest and the oldest. Mention Rod Stewart or McFadden & Whitehead to younger boomers and they’ll flash back to platform shoes and balls of mirrors.
That’s stuff that is foreign to older boomers. To them, the only music worth listening to came from Bobby Darin, Frankie Avalon and, of course, Elvis.
Then, there are those in the middle of the generation who grooved to the sounds of the Beach Boys, Beatles, Sam Cooke and the Supremes.
There’s also a difference in how they view home ownership. The rate for Americans between the ages of 62 and 67 is three times that of those younger, age 56 to 61, according to a Fannie Mae study, citing U.S. Census Bureau statistics.
Get to know this generation and you’ll not only have a better feel for how to market to them, but how to assist them when it’s time to sell the family home for something smaller.
Emptying their home—divvying up decades of belongings to children and friends—is a lot to think about. In fact, many older home buyers are so focused on the move that they pay far too little attention to the choice of the new home.
Even if they’re on the younger end of the boomer generation, they’ll need to consider the future and how the home and the location will fit their needs 10 to 20 years from now.
That’s where you come in. Now is not the time to be Mr. or Ms. Super Agreeable. If you think they’re not considering what they should be, say something.
For instance, if their preferred location is 50 miles from the nearest hospital or urgent care facility, speak up. Though their health may be fine right now, the chances are good that it won’t be as they age.
If they’re insisting on a multi-story home, do everything you can to dissuade them. Stairs are brutal on old knees and muscles. And, since we start losing our sense of balance as we age, stairs can also present a terrifying danger.
Some of the things you, as their agent, should look for when showing them homes include:
At least one exterior entry to the home should have no steps.
Doorways that are wide enough to accommodate a wheel chair (at least 32 inches), or the ability to widen them.
Wide hallways. The National Association of Home builders suggests that, to age in place, the home’s hallways should be a minimum of 36 inches wide.
Lots of windows for natural light.
Sure, there are lots of other things to consider and your clients may need to make changes in the years after moving in.
Empathize as they empty the nest
Baby boomers own and occupy 32 million homes. The previously-mentioned Fannie Mae study hints that your most likely downsizing client will be between the ages of 65 and 85. Again, this is a huge, diverse group of people.
Many, however, will be leaving the home in which they raised their families; a home that is full of memories. The decision to do so must be gut-wrenching for them. Empathy will go a long way when working with these sellers.
Remember the advantages the move presents:
They’ll spend less on home maintenance
They’ll spend less on heating and cooling the new home
They may end up with a smaller property tax bill, less expensive insurance and lower mortgage payments.
These are the money-saving and therefore exciting aspects of downsizing that should be reiterated as often as possible to keep the seller looking forward.
Help make it easier on them
Remind your downsizing clients that “Rome wasn’t built in a day.” If they’re having trouble sorting through belongings, suggest that they tackle one room at a time. Even one part of a room, such as the closet, will speed up the job.
Another variation of the “eat-the-elephant-one-bite-at-a-time” theme would be to suggest that they start with paperwork or their collections (books, photos, vacation tchotchkes). If it’s still too overwhelming, point them at the kitchen or bathroom.
These rooms rarely hold items of sentimental value and they’ll feel as if they’re accomplishing something when they successfully finish.
Check in with them by phone frequently to find out how they’re getting along and to offer encouragement.
Specializing in helping older homeowners downsize is the real estate niche of the future. Jump in now to get a head start on the competition.
Let your downsizing clients know you’re ready to help (available in the postcard section under the Life Event Series)
Send at least 100 Too Much House postcards from the Life Event Series to an area where you want more listings.
Need help targeting the perfect niche of buyers or sellers? Use our mailing list toolto create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!
PLUS: When you have time…here are Free killer tools to help your success this year!
1. 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
It may seem odd for a company that provides direct mail services to the real estate industry to offer advice to agents about best practices for email. Especially when statistics claim that direct mail is more effective than email marketing.
But we agreed to set aside this space on our website to offer up the latest real estate marketing advice of all stripes, even if it doesn’t directly sell our products.
Besides, most successful agents use a multi-pronged marketing approach that includes a mix of different marketing techniques.
If email is one that you use and you’re not getting the ROI you expected, read on for some tips on how to turn it around.
There is no such thing as a 100% open rate
So, wipe that goal from your list.
“If you want a 100 percent open rate, send one email to your mother,” says Dela Quist, an email pioneer and CEO of Alchemy Worx.
If your goal is to improve your click-through rate, without depending on Mom, start with what’s “above the fold” in your email message – the subject line.
That’s the come on – the lure. Head to a magazine stand (yes, they still exist. . .even in supermarkets). Check out which tantalizing blurb on each cover makes you want to purchase the publication so you can learn more.
The same holds true for blog post headlines – notice what it is about the title that makes you want to read more.
Your marketing email’s subject line is its “main cover line” (magazine industry lingo), title (in blogging) or headline. Treat it with all the attention it requires. It will make or break your open rate.
“69% of email recipients report email as spam based solely on the subject line,”
according to OptinMonster.com.
Think about the last time you wrote a listing description. Your MLS limits the number of words you can use, some more than others. It’s frustrating to fit enticing, compelling text into such a small space, but not impossible.
Now take that same skill to your email newsletter. With even less space, you’ll need to make the subject line irresistible.
Ways to deal with the subject line
Choose the lead story from your newsletter. If the headline isn’t enticing, change it. “3 steps to beat an investor to win your dream home,” is far more intriguing than “How to win a bidding war.”
It also includes the numbered list, which many email experts say is a favorite among email recipients.
Then, ensure that your subject line includes at least one adjective and the more powerful, the better. To understand the psychological punch some adjectives convey, think about restaurant menus.
For instance, you’re going to order lunch in a diner. Which entree sounds more intriguing?
Chicken pot pie
Grandma’s flaky chicken pot pie with garden-fresh vegetables.
For dessert, are you more likely to order “chocolate cake,” or “5-Layer, Espresso-Soaked Chocolate Cake?”
Need a template?
“Number or Trigger word + Adjective + Keyword + Promise = Clickable Headline”
According to an unnamed writer at BlogSiteStudio.com, copywriter and autism specialist Catherine Pascuas claims that “When you’re writing, you want to think about pulling psychological strings. Appeal to each person’s needs, wishes, joys, and sorrows.”
To do that, she came up with the above formula for headlines.
Use either a number or a trigger word, not both. If you choose to use a number, make it odd and reasonable (not more than 9). Trigger words include what, when, how and why.
Slip in a powerful adjective or one that describe resolution of a pain point. These include brilliant, incredible, amazing, effortless, easy, painstaking, fun, free, powerful, surprising.
Next comes what Pascuas mistakenly calls a “keyword,” and the unnamed writer explains as “rational” [sic]. Neither hit the mark. The word both of them were looking for is “noun,” because the next thing you’ll plug into the formula is the noun that the adjective or trigger word describes (duh).
These include words such as tips, reasons, shortcuts, facts, mistakes, ideas, ways and secrets.
Pascuas final element of the headline formula is “promise,” described as “a value proposition or a dare.” We would add that it might also be a desired outcome or a disaster avoided.
“5 brilliant ways to ensure you get a home loan.”
“3 Surprising Shortcuts to Come up with a Down Payment”
“How to Easily Dispute a Home Appraisal”
If you publish a lot of list-type blog posts and newsletter articles, you may prefer the following, easier formula, that has made the rounds across the internet as well.
(odd number) (adjective) (mistakes/tips/insights/shortcuts) for (achieving/avoiding) (desired outcome/disaster)
And, here it is in action:
“3 Surprising Tips to Beat the Competition in a Bidding War”
“5 Easy DIY Projects to Help your Home Sell Quickly”
“7 Disastrous Mistakes to Avoid when Hiring a Listing Agent”
Addressing a poor click-through rate starts at the top of your email. Starting with the subject line may just bring you somewhat instant gratification.
Need help targeting the perfect niche of buyers or sellers? Use our mailing list toolto create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!
PLUS: When you have time…here are Free killer tools to help your success this year!
1. 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
Get More Listings, Agent Introduction, and Open House postcards (all available in the postcard section).
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