Outpace the Competition: Build Your 2024 Real Estate Marketing Strategy Now

Nov 15, 2023

The end of the year is creeping up on us and with it comes the inevitable look-back on your real estate business. How’d you do?

If you didn’t get the results you were aiming for, your year-end business planning may require an overhaul of your real estate marketing plan.

It takes money

It may sound like a “well, duh” statement, but a marketing plan requires a marketing budget. Study your current year’s revenue numbers and commit to spending at least that on next year’s marketing.

A couple of years ago, Attom Data Solutions published the results of a survey of real estate agents, brokers, owners, and marketers to determine where they are “spending their largest portion of marketing dollars” and which method brings the best results.

Thirty-five percent of agents spent the most on social media while 20 percent spent the most on buying leads.

Regardless of how you spent your marketing dollars this year, the most important aspect of planning is that look back to figure out what worked and what didn’t. Naturally, you’ll want to reconsider underperforming real estate marketing methods and amp up anything that worked.

Chop your efforts into segments, such as:

Lead generation
Client retention
Building your SOI

Then, decide how much you’ll allocate for each in the budget. Naturally, you’ll want to spend the most on which effort brings you the best results. For some agents, client retention dollars result in the best ROI, while others may choose to go bigger on real estate lead gen.

Even if it’s just 2 percent of revenue, you’ll have enough money to engage and retain current clients “with simple tools and strategies,” according to Chris Beecher, president of thewholebraingroup.com.

Next, determine the strategies you’ll employ, such as social media, paid advertising, blogging, email, and direct mail marketing, and allocate an amount of the budget to each.

The Looking For Listings Series is shown above. To learn more, click Here.

How will you broadcast your marketing message?

How you will market in the coming year depends a great deal on your budget but also on those segments we mentioned earlier. Lead generation is costlier than client retention, so you may want to take a look at some of the less-expensive methods if you choose to focus on the former.

These might include beefing up your social media presence (by blogging more and posting to your preferred social media platforms), knocking on doors, etc.

A planner will help keep you on track

A planner is a must if you hope to keep your marketing efforts on track all year. We offer a Free 6-Month Real Estate Marketing Planner to help with this task (a new 2024 Planner will be available soon, so watch for the announcement in our weekly emails).

Although it’s important to create a coming-year marketing plan for your real estate business, don’t become a slave to it. If something doesn’t appear to be working, replace it with something else.

The key to success in real estate lead generation and client retention is consistency. Having a plan will ensure this.

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

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

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

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

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

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

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

4. The Become a Listing Legend Free eBook

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

Reawaken Connections with Your Sphere This Holiday (Part 2)…

Oct 25, 2023

We recently gave you some ideas on how to reach out to the people in your CRM over the holidays. And, we promised you more, so let’s dive right in.

We left off talking about holiday blog posts

Blog posts should never be permanently rooted on your website. Propagate them and share them on your social media platforms.

“Cross-promoting your content on social media can help drive traffic to your blog,” according to Melanie Tamble at socialmediaexaminer.com. It also helps generate additional exposure for your brand.

Whichever platforms you use, ensure that what links back to your blog contains a catchy headline. Then, engage, engage, engage with commenters.

The quick pop-by

If you’re short on cash (and who isn’t right now?), save this one for the hottest of the hottest leads and referral sources in your CRM.

Here are some ideas for the seasonal pop-by:

Deliver boxes of cookies or confections (homemade are especially appreciated).
Toys for the pet(s)
Goodies for the kids
Boxes of sparklers for New Year’s Eve
Champagne or champagne glasses to toast the New Year
Hot chocolate kit. You can make these yourself to save money. Open hot chocolate mix packets into a small cellophane bag and use a shiny twist tie to secure it. Place this in a basket or larger bag along with a peppermint stick and small marshmallows.

A handwritten tag that simply, and with class, wishes the best of the holiday season or a fantastic 2024 will cast you in a non-salesy light.

Go traditional

There is a reason our mailboxes fill up with holiday cards every year: it’s a relatively inexpensive way to reach out.

ProspectsPLUS offers numerous holiday postcard options for the coming holiday.

Consider scheduling an automated monthly holiday campaign to make your real estate marketing easier in 2024.

You can schedule a holiday campaign in just minutes, and once set, holiday postcards will go out every month throughout the year, keeping you in front of your market and reminding them who to call for real estate assistance.

Heading into the holidays can very often be a hectic time for agents, what with trying to close before all the lenders, title and escrow folks, and attorneys take time off.

If you start now, however, you can get those holiday touches taken care of and reap the benefits in 2024.

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

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

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

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

4. The Become a Listing Legend Free eBook

Next-Level Real Estate Marketing. Fresh Ideas for Memorable Campaigns

Oct 23, 2023

Over the past few years, direct mail real estate marketing has seen a resurgence. Experts chalk it up to the overuse of email marketing, but direct mail outperforms most digital marketing tactics, according to the Association of National Advertisers (ANA).

Direct mail marketing’s “response rate ranges from about five to nine times greater than that of email, paid search, or social media,” according to the pros at datatargetingsolutions.com.

Pretty impressive, right? Yet, at least in the real estate industry, it’s still not utilized like it could be.

This leaves the door open for agents seeking an additional marketing vehicle and a way to stand out.

Niche real estate postcards

A few years ago, scientists at Temple University’s Fox School of Business Center for Neural Decision-Making teamed up with the Postal Service to study the circumstances under which email or direct mail was more effective.

Postcards were more effective in five of the nine tests performed.

The most popular postcard agents are familiar with are the time-tested Just Listed and Just Sold postcards, which are still highly effective. To stand out further in this market, consider a local market update on the postcard back or a QR code leading to a valuable direct response flyer opt-in.

To think outside the postcard box, there are a multitude of real estate niches that you can drill down and focus on to stir up interest.

Some popular niches include baby boomers, high-income renters, expired, absentee owners, FSBOs, move-up markets, and investors. The more obscure niches include divorce, foreclosure, estate sale, and notice of default.

ProspectsPLUS! has postcard designs available in all of the niches listed above, already done for you with the perfect message for the niche market.

Education Direct Response Reports

Direct response reports are a great educational tool, filled with valuable information homeowners appreciate.

You can share them on social media as a “free offer”, include them in your email newsletter as a free offer, add them to your website as an opt-in in exchange for an email address, or add them to your listing presentation folder and pre-listing packet.

Personally branded agent magazines

Consider a personally branded agent magazine to level up your real estate presence in a way that few agents do. Homes & Life Magazine is a done-for-you magazine with rich, full-color content.

It includes compelling, direct response-driven articles, and engaging lifestyle content, and costs less to send out than a greeting card!

Sphere or farm scheduled postcard campaign

When clients need a real estate agent, it pays to have an easily recognizable name at their fingertips. But coming up with fresh, eye-catching content and sticking to a regular schedule of sending this content out is incredibly time-consuming.

A scheduled, recurring postcard campaign is the easiest way to maintain brand exposure and stay relevant while freeing time for more high-level tasks.

According to Lenskold Group, 78% of marketers reported that marketing automation increased revenue.

And 75% of brands saw a return on investment within 12 months due to using automated marketing campaigns (Focus Research study).

Launching a scheduled marketing campaign is the best way to make every moment count in your business, raise your brand profile, and stay relevant.

ProspectsPLUS! offers over 40 scheduled postcard campaigns, including sphere, farm, renters, absentee owners, holiday, and other niche markets.

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

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

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

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

4. The Become a Listing Legend Free eBook

The Real Estate Coaching Series Part Two: Selecting the Right Coach For You

Oct 2, 2023

A few years ago, when Spencer Krull, Director of Training and Productivity Coach at Keller Williams Santa Monica, CA, was a working agent, he talked to me about his coach, Steve Shull of Performance Training.

“Real estate agents always like to complicate things, and we love getting in our own way. Steve simplified the process for me,” he said.

Although he resisted the idea, his coach convinced him to try door-knocking. “I door-knocked three times a week. It worked,” Krull said. “Coaching is only of value if you’re going to do what your coach tells you to do.”

From simple steps, such as those suggested to Krull, to attitude adjustments, there’s a lot to be said for business coaching.

“I am really in the breakthrough business. I help people to find a way to break through from where they are to where they want to be,” Tony Robbins tells Inc. editor-in-chief Eric Schurenberg.

How to choose a real estate coach

When you’re thinking of hiring a coach, consider the different types and formats out there. There are many options, from real estate specialists to general business and inspirational coaches.

Coaching comes in various formats, from e-courses to teleconferences and webinars to live, one-on-one sessions.

Choosing “the one” isn’t easy and gets even more confusing if you turn to Google to learn how.

The Inspiration Series is shown above. It’s available for single postcard mailings and as a scheduled campaign. To learn more, Click Here.

Entrepreneur Tim Kitchen hired a coach to help him with his startup, Exposure Ninja. It’s a rather long story, but the coach’s advice cost Kitchen loads of money. The lesson learned is to “ … only take the advice of people who have done what I want to do,” he tells Alison Coleman at Forbes.com.

Sometimes, someone who hasn’t walked in your footsteps may be just what you need, as President Bill Clinton found out when he sought out the help and advice of Tony Robbins.

On the other hand, many coaches specific to the real estate industry have done what you want to do. And, because results are dependent on so many variables, it’s challenging to pick “the best.” Some agents have worked with several coaches before finding the right fit.

Take a look at this blog post over at TheClose.com. Emile L’Eplattenier breaks down The Best Real Estate Coaches of 2023 and lets you know what niche each fulfills.

Don’t give up if you don’t feel comfortable with the first coach you try because finding the right one can launch your career to heights you never thought possible.

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, closing, and so on are needed to reach your goals. – Click Here

4. The Become a Listing Legend Free eBook

Why Hiring a Coach is the Key to Real Estate Revenue Growth

Sep 27, 2023

Learning on the job isn’t a bad way to become a successful agent: it’s safe to say pretty much every agent follows that path. After all, real estate school teaches nothing about how to run a real estate business.

That path, however, diverges at some point, separating the highly ambitious from the more complacent.

While those on either path can benefit from a business or life coach’s services at some point in their careers, it’s typically the former who seek them.

“Struggle + Coach = Achievement”

This is claimed by the amazing author Sean Everett at medium.com. “If you remove the struggle, there’s no need for a coach because it means you’re not working towards anything great.”

If you are working toward greatness and have hit a wall, a coach may be just what you need to break through it. But there are other benefits a coach can offer as well.

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

How to know if you need a coach

If you haven’t a clue about last year’s production (hey, you’re not the only one!), let alone the past three years, if you don’t have a business plan or a marketing budget, if you have no idea how to raise your production, you need a coach.

Some top coaches on Forbes Coaches Council suggest additional symptoms of someone needing a coach:

Feeling overwhelmed – that you don’t have control over your real estate business, or “feeling like there is too much to do and too little hours in the day.”
You need someone to talk to about your business, to bounce ideas off.
You’re frustrated because you know what to do yet don’t do it.
You aren’t getting the results you want in your business.
You feel paralyzed.

What you may get out of working with a coach

The late and legendary NFL coach Tom Landry summed up coaching in one sentence: “A coach is someone who tells you what you don’t want to hear, who has you see what you don’t want to see, so you can be who you have always known you could be.”

All agents, even newbies, can get something out of working with a coach.

Don’t agree?

An Inman survey from a few years back shows that “the vast majority of agents working with coaches see a return on investment.” In fact, 90 percent of them said that in their first year of working with a coach, their production increased 10 percent or more.

Thirty-five percent said their business increased up to 26 percent more and nearly 10 percent saw an increase from 100 to almost 200 percent.

Convinced yet?

Think of a coach as being a fresh set of eyes. Someone who can look at you and your business in a way that you can’t.

It’s lacking that “big picture” thing that causes many of us to hit the wall. Then, paralysis sets in and we’ve no idea how to lift our legs and, if we can, which direction to tell them to carry us.

Come back soon for part 2, where you’ll learn how to choose the perfect real estate coach for your business.

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, closing, and so on are needed to reach your goals. – Click Here

4. The Become a Listing Legend Free eBook

Unlock the Power of Words: Turn Listings into Sold Properties

Sep 25, 2023

Think back to 2006. You may remember hearing about the launch of a new social media platform, Twitter. However, you most likely didn’t because it came with little fanfare.

Posts to the social media platform were dubbed “tweets,” and tweeters were limited to only 140 characters at that time.

Does that remind you of anything?

As you know, each MLS has a limit on how many words (or characters) agents can use in the public-facing listing description. We attempted to determine the average word count restriction, but couldn’t.

Unless you write professionally, listing descriptions can be challenging to craft. But they don’t have to be if you follow a few simple rules.

The anatomy of a listing description from a buyer’s point of view

It’s common knowledge now that most house hunters turn to the internet for their initial search.

It’s also well known that these buyers won’t look at a listing that doesn’t include photos (2011 ocular tracking study E.V. Williams Center for Real Estate, Old Dominion University).

That study showed us that homebuyers overwhelmingly scan the listing photo first and spend the most time doing so. They check out the property description next.

The agent’s listing description was the last item they were interested in perusing, and 20 percent of the homebuyers studied didn’t bother reading them.

Because of this, the researchers claim that listing descriptions are unimportant.

Did they miss the fact that 80 percent DID read the agent’s listing description?

This is an important statistic for listing agents to concentrate on when writing the listing description.

Use your words . . . strategically

When asked by Shakespeare’s Polonius what he was reading, Hamlet replied, “Words, words, words.”

What he was reading, obviously, was meaningless. Words with meaning, on the other hand, are powerful and can actually help sell a home.

We don’t advocate outright lying in a listing description, but Spencer Rascoff and Stan Humphries beg to differ:

“Bottom-tier homes described as luxurious tend to beat their expected sale price by a whopping 8.2 percent.”

They go on to claim that if your listing’s value is “$110,000, but your listing includes the keyword ‘luxurious,’ you could pocket an extra $8,965.”

Additional money-making words from their study include:

Captivating
Impeccable (listings in the lower price ranges that include this word sold for nearly 6 percent more than the list price)
Stainless (a 5 percent bonus if your low-priced listing has stainless steel appliances and you incorporate that info in the listing description)
Landscaped
Granite (no surprise here, right?)
Remodeled
Beautiful
Spotless

Check out the rest of the list at Zillow.com. Be aware that the list is a bit old, but some of these trends still exist, such as granite (or quartz) countertops. Research is your friend.

Sure, brilliant listing descriptions aren’t that critical in the current market. But, markets change and often do so on a dime. Keep the aforementioned information in your back pocket and pull it out when homes aren’t selling as soon as listed. And, remember, adjectives, apparently, are money-makers.

Sprinkle liberally for a brilliant listing description.

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, closing, and so on are needed to reach your goals. – Click Here

4. The Become a Listing Legend Free eBook

Five-Star Roadmap:How Customer Feedback Fuels Your Real Estate Business

Sep 17, 2023

At ProspectsPLUS!, we fully understand the profound impact of our customers’ feedback. It is a testament to their level of satisfaction with our service and underscores our commitment to providing world-class products and service.

With this in mind, we’re thrilled to announce a significant milestone we just achieved: ProspectsPLUS! surpassed 5,000 five-star customer reviews!

We would like to take this opportunity to thank you. This remarkable accomplishment would not have been possible without your continued loyalty and support.

Now, let’s delve into the topic of why customer reviews are indispensable to the success of every business, specifically a real estate business.

Why Customer Reviews Are Crucial

They Build Trust and Credibility

Real estate transactions are significant life events, often involving substantial financial investments. Customers want to work with agents they can trust.

Positive reviews from previous clients act as a vote of confidence, assuring potential clients that you are a reputable and reliable professional.

Provide Social Proof

In a highly competitive industry, social proof is invaluable. Customer reviews are authentic testimonials that demonstrate your ability to deliver excellent service.

They give prospective clients a reason to choose you over your competitors.

Positive reviews can also improve your online visibility and search engine rankings. When potential clients search for real estate services in your area, a strong presence with favorable reviews can help your business stand out.

Highlight Your Expertise

Customer reviews often highlight an agent’s specific skills, expertise, or standout qualities.

These insights can attract clients seeking a particular skill set, such as expertise in a specific neighborhood or property type.

Encourage Referrals

Satisfied clients are more likely to refer their friends and family to you. Positive reviews create a ripple effect, potentially expanding your client base through word-of-mouth recommendations.

How to Earn More Customer Reviews:

Make It Easy: Streamline the review process by providing clients clear instructions and links to review sites. The easier you make it, the more likely they’ll follow through.
Timing Matters: Ask for reviews at the right time. It’s often best to request them shortly after a successful closing when the positive experience is still fresh in the client’s mind.
Offer Incentives: Consider offering small incentives to clients for leaving their feedback. Make sure to adhere to FTC guidelines when offering any incentives for customer feedback.
Engage on Social Media: Actively engage with clients on social media platforms. Share success stories and client testimonials to encourage others to do the same.
Ask for Reviews: Don’t hesitate to request reviews from satisfied clients. After a successful transaction, politely ask them to share their feedback on platforms like Google, Yelp, or your website.
Respond to Reviews: Engage with both positive and negative reviews professionally and promptly. Your responses demonstrate that you value feedback and are committed to improving.

By consistently delivering exceptional service and proactively encouraging reviews, you can harness the power of customer feedback to grow your real estate business and establish yourself as a trusted professional in the industry.

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, closing, and so on are needed to reach your goals. – Click Here

4. The Become a Listing Legend Free eBook

Edit Like a Pro: The Top 3 Non-Photoshop Tools for Real Estate Photos

Sep 5, 2023

Even if you use the services of a professional to photograph your listings, there are still plenty of other parts of your real estate business for which your own photography skills might come in handy.

These include snapping neighborhood shots for your neighborhood blog, photographing attendees at your client appreciation events, photos of your buyers standing in front of their new homes, and other opportunities.

These photos are brand-propelling if done and used right. Today, we start with editing these gems and introduce you to three very popular editing apps to help you out.

PicsArt

Price: 7-day free trial, $0, $60 or $84 a year

Who needs this: Those who appreciate a clean, quick way to remove backgrounds.

Pros:

With PicsArt you can edit both photos and video, a boon for agents who utilize video in their marketing.
No steep learning curve.
Easy to use.
An impressive range of editing options, such as AI tools.

Cons:

“PicsArt is fine while using in iOS device but it was responding very slow in most of the Android apps,” according to one reviewer at G2.com.
The free version is loaded with ads for the premium version, popping up in the middle of editing.
“They are gradually moving some of the free features under the payment plans,” says one reviewer. Keep this in mind if you hope to be able to use the free version in the future.
Options are limited on the free plan. For instance, you must go premium if you want to use the video editor.

The Multiphoto Series is shown above. To see more, Click Here.

Pixlr

Price: Free (very limited), $1.99 a month, $7.99 a month, $12.99 a month

Who needs this: Agents who must collaborate remotely with clients, partners, etc.

Pros:

Pixlr is cloud-based, allowing you to access it from anywhere.
Offers an option that edits images through AI.
Simple, easy-to-understand interface.
Well-suited to the novice editor.

Cons:

Although they use it primarily for on-the-fly editing, some reviewers experienced in photo editing claim that Pixlr is “basic” and that many of its functions require updating.
Ads pop up at inopportune times.
Although the template library is growing, it’s a bit paltry at this point.
Since this is an internet-based product, those with a slow connection might want to choose something else.

Snapseed

Price: Free

Who needs this: Agents who are new to photo editing as well as those who need on-the-go editing capability.

Pros:

Owned by Google, the Snapseed app is available for iOS and Android. The desktop version was discontinued in 2018.
Little editing experience is required when using the app’s editing tools.
The price (can’t beat free!)

Cons:

“Snapseed does not automatically save changes, so you need to click the export button to save any edits.” (colesclassroom.com).
Although most features are easy to use, some may stymie the newbie.

Download here for Android and here for iOS.

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, closing, and so on are needed to reach your goals. – Click Here

4. The Become a Listing Legend Free eBook

Build Connections: How to Break the Ice at Your Next Open House

Aug 28, 2023

The following is a recent quote referencing a home that the home was on the market for one day and brought in multiple offers.

“28 groups of people through the Open House! Don’t let your agent tell you they don’t work!” Missie McSweeny (Detroit metro agent) in the Real Estate Agents Who Get It Group on Facebook.com.

Here’s another quote from a different agent, Gregg Roberts (Winter Springs, FL agent), in the Real Estate Agents Who Get It Group at Facebook.com.

“We had an amazing turnout at our BBQ Open house on Saturday! We ran out of food within the 2-hour window and showed this beautiful property to over 50 groups in the past 3 days. Ultimately, this seller will be walking away with $11k over our list price!”

And, one more quote:

“Saturday and Sunday open houses are very busy and successful. Each day, about 20 groups of clients came by,” Qian Shi (Petaluma, CA agent)

Yes, houses have been pretty much selling themselves over the past few years. And, yes, in some markets, they apparently still do.

If you’re among the few agents with listings in an iffy market, have you considered the blast-from-the-past marketing method: the open house?

Don’t be pushy

Tammy Brunell used to coach for Tom Ferry. She has a whopping 30-year real estate career under her belt. Open-house techniques are one of the things she teaches her coaching clients, and it starts with her script for agents to use with open-house visitors.

You can find it here, but here are the main points:

Who is your real estate agent?
Who is your lender?
What price range are you looking in?

Naturally, she goes on to talk about the “why” behind these questions, and it makes sense.

In fact, we love the first question, but the follow-ups feel a bit used-car sale-ish. Peppering someone with a list of questions when they first step into the home? Umm, no.

It’s good information to obtain, don’t get me wrong. It’s all in the delivery, though. How about turning those questions into statements?

“If you don’t have a lender yet, let me know (hand the visitor a business card). I’m happy to refer you to some of the best here in Happyville.”

Icebreakers are the ideal way to begin building a rapport with real estate consumers, but don’t be pushy. Once they tell you whether or not they have an agent, you’ll know which tack to take.

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, closing, and so on are needed to reach your goals. – Click Here

4. The Become a Listing Legend Free eBook

Unlock the Hidden Potential of the Baby Boomer Real Estate Market

Aug 23, 2023

We’ve mentioned recently, and you’ve no doubt seen it in your real estate practice, that baby boomers are large and in charge of the housing market.

“In 2023, baby boomers overtook millennials as the greatest percentage of homebuyers in the U.S., making up 39% of the market compared to 28% for millennials (and 24% for Gen X),” suggests Dawn Allcot at Nasdaq.com.

This cohort makes up the largest share of home sellers as well, setting up a scenario where a whole bunch of agents will have the opportunity to get two deals out of one client.

They win bidding wars

Listing agents know well how challenging it sometimes is to calm down the seller who is receiving multiple offers. It’s heady stuff to have a group of people vying for your home, and visions of “over-asking” often dance through their heads.

Counseling the seller to also compare the terms of each offer is a wise move. Is the proposed closing date most convenient for your seller? What about the amount of cash the buyer is willing to put into the deal?

“With all this in mind, new research from Realtor.com shows that baby boomers have the upper hand when it comes to sealing the deal on the next home of their dreams,” according to Allcot.

The ideal next home for the baby boomer

It’s easy to make assumptions about what type of home our aging population is seeking. And many of those assumptions are valid. One-story homes, for instance, are in great demand, as are homes with wide halls and doorways to accommodate a wheelchair in the future.

A few other items that are on the wish list of older clients include:

A walk-in shower
Lowered countertops
No stairs, inside or out
A home office for those who haven’t yet retired

Think they don’t want to sell? Think again

It’s common knowledge and a bone of contention for younger homebuyers that our older generation refuses to budge from their family home.

A 2021 AARP survey found that more than three-quarters of adults ages 50 and older want to stay in their current homes, also known as aging in place.

There’s a problem with that, however. “A significant majority of adults want to continue living in their homes as they age, but the unfortunate reality is that many homes and communities weren’t built to support that desire,” according to Rodney Harrell, AARP Vice President, Family, Home, and Community.

AARP finds in another study that “About half of adults say they’d consider leaving their home if it meant finding one that would help them age independently,” said Anna Deen at TheMessenger.com.

I smell an amazing real estate niche in there, don’t you?

As you tour new listings, pay attention to the layout of the home to determine if it’s move-in ready for a boomer who wants to age in place. Even homes that require minimum renovation are attractive to this generation, so don’t ignore those, either.

Then, do consider reaching out to the baby boomers in your CRM.

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

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

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

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

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, closing, and so on are needed to reach your goals. – Click Here

4. The Become a Listing Legend Free eBook

ChatGPT: Your New Free Real Estate Assistant!

Aug 20, 2023

In the rapidly evolving landscape of real estate, staying ahead of the competition and effectively reaching potential clients is paramount. Enter ChatGPT, a cutting-edge AI-powered tool that promises to revolutionize the way real estate agents market their business, save valuable time, attract new clients, and effortlessly follow up with leads.

Today, let’s explore just a few ways ChatGPT can transform your workday and, possibly, your business.

Need a virtual assistant?

Is saying that lead generation is time-consuming the understatement of the century? If so, then following up with leads eats up even more time and often falls through the cracks.

ChatGPT can act as a virtual assistant, helping you generate new leads and follow up with them as well.

ChatGPT will instantly respond to inquiries on your website or social media platforms. Ensuring that no lead goes unanswered.

ChatGPT works 24 Hours a day

In the real estate industry, opportunities can arise at any hour. ChatSpot, is an around-the-clock customer service assistant that ensures that clients’ questions are addressed promptly, even outside of regular business hours.

This creates a positive impression, showing your commitment to excellent customer service and increasing the likelihood of winning the trust of potential clients.

Automated Follow-ups

Following up with leads is a critical aspect of converting them into prospects. ChatGPT can automate follow-up messages (without sounding automated), sending reminders, property updates, and additional information to keep leads engaged and interested.

This eliminates the need for manual follow-up, freeing up your time to focus on other, more essential stuff.

Virtual Property Tours and Presentations

With the advancement of technology, virtual property tours have become increasingly popular.

But buyers crave a more immersive type of virtual tour, which helps them to better visualize themselves living in the home.

So, give it to them via ChatGPT.

“ChatGPT can be integrated into virtual tours to respond to any inquiries prospective buyers might have regarding the property,” according to the pros at ChatGPT School.

From the size of the room they are viewing to construction materials used in the home, ask, and the chatster will answer in real-time.

This is merely the tip of the iceberg when it comes to AI in your real estate business. Look forward to help with:

Writing social media posts
Writing blog posts
Writing listing descriptions
Crafting a “canned” but personalized email to clients
Writing newsletter articles
Writing a neighborhood guide, including history, hot spots, etc.
Writing local business reviews
Compiling buyers’ packages. We read about one agent who made his package downloadable but required an “email opt-in to get it.” So little effort for such a big potential payoff.
Analyzing market trends and conditions.

AI-powered technology can streamline so many time-consuming tasks that keep you from your real business – relationship building. What’s not to like?

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, closing, and so on are needed to reach your goals. – Click Here

4. The Become a Listing Legend Free eBook

Overcoming Price Barriers: A Strategy for Buyer Success in a Challenging Market

Aug 13, 2023

It appears that the mortgage rate hikes have resulted in first-time buyers and others on tight budgets getting priced out of the market.

But there may be a way around this challenge.

Even though fixer homes aren’t as rock-bottom cheap as in the past, they can still present value to this pool of buyers.

And there are various loan programs that support the fixer home purchase. Let’s take a quick look at the two most popular: FHA’s 203(k) loan and Fannie Mae’s HomeStyle® Renovation Mortgage.

The FHA 203(k) Rehab Loan

If you haven’t had an opportunity to work with FHA rehab-loan buyers recently, there are a few changes you may not be familiar with.

The FHA 203(k) product, for instance, has new names for its two tiers:

The 203(k) Full loan is now known as the 203(k) Standard.
The 203k Streamline is now known as the 203k Limited.

Along with the new names came some small changes to each product. For instance, “Repairing or removing an in-ground swimming pool is allowed on both 203k Standard and 203K Limited loan programs with no dollar limitation as to bid amount,” according to the pros at Amerifirst Home Mortgage.

Other notable changes include:

The 203(k) Standard now allows for foundation work to take place even when the home isn’t going to be razed.
The Limited program now requires that the buyer submit a work plan wherein “… one or more contractors will provide the cost estimate or bids.”

Other changes were also made, and you can review them at Amerifirst Home Mortgage’s website.

Fannie Mae

Fannie Mae’s HomeStyle® Renovation Mortgage is a conventional loan backed by the GSE. The advantage this presents for your struggling clients is that “As a government agency, Fannie Mae exists to help make housing more affordable to mid- to low-income borrowers …” and those with “… poor credit histories and scores,” claims Lauren Bowling at Rocketmortgage.com.

This product is also ideal for those clients seeking a multi-unit home, such as a duplex, triplex, or quadplex, Bowling adds.

Naturally, there is a lot more to learn about these loan products, and you’ll find this information online at:

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, closing, and so on are needed to reach your goals. – Click Here

4. The Become a Listing Legend Free eBook

Lisa Gray

It takes money

How will you broadcast your marketing message?

A planner will help keep you on track

We left off talking about holiday blog posts

The quick pop-by

Go traditional

Niche real estate postcards

Education Direct Response Reports

Personally branded agent magazines

Sphere or farm scheduled postcard campaign

How to choose a real estate coach

“Struggle + Coach = Achievement”

How to know if you need a coach

What you may get out of working with a coach

Convinced yet?

The anatomy of a listing description from a buyer’s point of view

Use your words . . . strategically

Why Customer Reviews Are Crucial

How to Earn More Customer Reviews:

And, one more quote:

Don’t be pushy

They win bidding wars

The ideal next home for the baby boomer

Think they don’t want to sell? Think again

Need a virtual assistant?

ChatGPT works 24 Hours a day

Automated Follow-ups

Virtual Property Tours and Presentations

The FHA 203(k) Rehab Loan

Fannie Mae