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Friday, December 5, 2025

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.

    On a popular website devoted to helping small businesses, an agent and “Real Estate Sales and Marketing Analyst” offers up an article that includes several examples of expired listing letters “that work.”

    Letter number two is my least favorite. It begins, “Dear Homeowner.”

    If I received that letter, I would think that if the agent couldn’t even take the time to personalize his marketing letter, how much better will he do when marketing my home?

    But the best one of the bunch is when the agent explains that he offers “clients a different, unique approach to getting their home sold despite the market conditions.”

    And, what does he offer clients that’s so “unique” and so “different?” Here it is, in a nutshell:

    • “The effective use of the internet to maximize exposure for your home”
    • a CMA
    • an MLS listing
    • a virtual tour
    • and a bunch of other stuff that every single listing agent on the planet offers.

    Then, there’s the advice on a Trulia thread from an agent who suggests agents should always visit the expired listing homeowner in person. 

    The Just Sold Follow-Up Campaign is shown above. To see more, Click HERE.

    He describes the conversation you should have right up to what he calls his “big closing question,” the “money maker.”

    He tells the homeowner that he never had a chance to visit the home while it was listed. “ … would it be okay if I had a quick peek at it right now?”

    As a homeowner, my question when he asked to look at my home would be: If you’re the neighborhood expert and a mega-agent, why didn’t you look at the home during the 90 days it was listed? 

    Should you visit the homeowner? Sure, if you want to truly cement the idea that real estate agents are a bit aggressive. 

    Thankfully, you’re different

    The one indisputable fact about expired listings, you will have a ton of competition when pursuing them. But, your competition will often approach the homeowner using ineffective advice offered by real estate gurus.

    This should make it much easier to create a positive impression for the agent who can manage to come off as human, as empathic, and professional.

    Those three qualities alone will set you apart from the agents you’ll be in competition against. So, personalize all communications with the homeowner, don’t be salesy, and come up with your unique value proposition – that “stuff” you offer or do that makes you better than most.

    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 combined with 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 BusinessBase, SOI building system

    The most effective thing you can do to build a real estate business is to become more visible, more likable, and remembered more often. The BusinessBASE™ not only checks these boxes but is also a business-building machine. In two easy steps, you can build a robust sphere of influence that will provide you a lifetime of repeat business and referrals. – Click Here

    4. The Free Interactive Real Estate Business Plan

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

    5. 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

    6. The Take a Listing Today Podcast

    Watch the ProspectsPLUS!, Take a Listing Today Podcast for actionable content to help you get more listings. – Click Here

      What a weird time to be in the real estate industry. Whether you consider yourself a specialist or you’ll take on any client, nobody seems to know if we’re heading into a buyers’ market or not. At the very least, the experts seem to loathe to take a guess.

      In July of this year, Emily Peck at axios.com declared that “Homebuyers retake the upper hand.” By the end of October, the media appeared to be as confused as our clients when Robin Rothstein at forbes.com asked the now very popular question, “Will Prices Drop?”

      The elephant in the room is inflation and, as a result, rising interest rates. Buyers are feeling the pain, evidenced by mortgage applications being “… at their lowest level in 22 years,” Rothstein says, citing the Mortgage Bankers Association (MBA).

      How can an agent prepare for the new year when we’re uncertain? Should you shoot arrows out in all directions and see what you hit?

      There is a major gap between what buyers and sellers expect in 2023

      A recent Zillow Group, Inc. survey of real estate agents finds that homebuyers are expecting prices to significantly drop. Zillow, however, says that won’t necessarily be the case: “Zillow research finds a rapid drop in prices is unlikely.”

      Other prognosticators, however, have opposite opinions:

      • The experts at Morgan Stanley say that “… home prices will fall 7 percent, from the peak of pricing in June 2022 to December 2023,” according to the New York Times.
      • Moody’s Analytics extends its forecast into summer 2024, predicting a 10% drop during that time period. If we experience a recession, bump that percentage up 10 points.
      • “Economists at Goldman Sachs expect home prices to decline by around 5% to 10% from the peak hit in June,” claims Anna Bahnay at cnn.com.

      As you can see from this short sample of opinions, nobody knows what will happen with home prices in the new year. If you have a fence-sitting buyer, you may want to ask them if they’re willing to gamble that prices and/or mortgage rates will fall dramatically?

      A 2023 Calendar is shown above. See more HERE.

      What if right now really is the best time to buy a home?

      Sellers, on the other hand, seem to be living in la-la land, according to the Zillow agent survey. “… sellers continue to expect bidding wars, offers above asking price, and quick sales, despite the cooling market.”

      In fact, 81% of agents surveyed say their selling clients expect multiple offers on their homes, while 79% say their clients swear their homes will sell for more than market value, with an equal share saying their clients expect a quick sale. 

      Most troubling is that 74% refuse to lower the price of the home. Which, by the way, flies in the face of reality. Nearly 30% of sellers have had to cut their home’s list price.

      One can’t blame them for their delusion, really. There are so many distractions in the news, competing for our attention, that real estate news most likely takes a back seat. As an agent, your job is to educate consumers, so blog it, Tweet it, and post it on Facebook.

      In fact, here’s a little tidbit from the survey that you may want to share with unrealistic home sellers:

      “Competitively priced listings are going under contract in 19 days nationwide, 10 days faster than before the pandemic, while other homes are lingering on the market a median of 54 days.”

      Veteran agents will most likely sail right through this transition. New agents should concentrate on communicating with and educating clients.

      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 combined with 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 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 and when. Four key market segments include niche Markets, geographic farming, sphere of influence, and past clients. – Click Here

      3. The BusinessBase, SOI building system

      The most effective thing you can do to build a real estate business is to become more visible, more likable, and remembered more often. The BusinessBASE™ not only checks all of these boxes but is also a business-building machine. In two easy steps, you can begin to build a robust sphere of influence that will provide you a lifetime of repeat business and referrals. – Click Here

      4. The Free Interactive Real Estate Business Plan

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

      5. 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

      6. The Take a Listing Today Podcast

      Watch the ProspectsPLUS!, Take a Listing Today Podcast for actionable content to help you get more listings. – Click Here

        With the tax return season heading our way, here are a few ideas for deductions you may not have considered.

        1. Home office deduction loophole

        Sure, most agents who work from home are aware of this deduction. But did you know that if you also work from your broker’s office, you might still qualify for the deduction?

        You’ll need to meet “the principal place of business test” to qualify, and you can find this test online at Investopedia.com.

        In a nutshell, the office in which you perform recordkeeping and bookkeeping is typically considered your principal place of business. If you pay business-related bills from home, your home office will likely be considered primary even if you also work from your broker’s office.

        The Content Card Series is shown above. To learn more about sending a Content Card postcard, Click Here. To learn more about scheduling a recurring Content Card postcard campaign, Click Here.

        2. It’s time to put your kids to work

        Even a younger child can be put to work in your home office. Dusting is actually fun for them. The older your child, the more tasks you can find for them:

        • Cleaning your signs
        • Mowing lawns, pulling weeds, and more at your vacant listings
        • Data entry into your CRM
        • Research
        • Cleaning your office
        • Filing
        • Helping to set up an open house
        • Shredding paperwork
        • Photocopying
        • Refilling the flier boxes at your listings
        • Stuffing envelopes
        • Addressing outgoing mail

        “… you want to give them something reasonable for them to do based on their age, but also substantial enough to justify paying them a decent wage that’s going to really make a difference on your return,” suggests Kesha, CPA and tax coach and owner of The Millennial Taxpert.

        It’s legal to hire your children to do many tasks considered jobs by the IRS. “… when it comes to family-owned businesses, the Fair Labor Standards Act doesn’t have an age limit or a maximum number of hours a child can work—it just prohibits hazardous jobs,” according to Kenji Asakura, MD, and Letizia Alto, MD at semiretiredmd.com.

        You will find additional information about the home office deduction online at irs.gov.

        The IRS also offers a thorough walkthrough about hiring your children. 

        We recommend that you run these tax deduction strategies by your tax preparer or accountant.

        Disclaimer: The aforementioned information is for general informational purposes only. We are not financial or tax professionals and urge you to seek the services of a licensed tax professional.

        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 combined with 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 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 and when. Four key market segments include niche Markets, geographic farming, sphere of influence, and past clients. – Click Here

        3. The BusinessBase, SOI building system

        The most effective thing you can do to build a real estate business is to become more visible, more likable, and remembered more often. The BusinessBASE™ not only checks all of these boxes but is also a business-building machine. In two easy steps, you can begin to build a robust sphere of influence that will provide you a lifetime of repeat business and referrals. – Click Here

        4. The Free Interactive Real Estate Business Plan

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

        5. 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

        6. The Take a Listing Today Podcast

        Watch the ProspectsPLUS!, Take a Listing Today Podcast for actionable content to help you get more listings. – Click Here

          Anyone who has been a listing agent for more than a minute understands that the number one priority for your clients (as well as yourself) is to get their homes sold for the most money possible in the least amount of time.

          But what do they expect their agent to do to accomplish this? Many first-time sellers may have no idea, while repeat homeowners most likely have a range of experiences on which to base their expectations this time around.

          For the answers, we turn to the National Association of Realtors, which asks homeowners what they want from their listing agents each year.

          The number one home seller expectation for the last decade is to help the seller meet their timeframe for selling.

          The second and third top “wants” are to help achieve a competitive price for the home and help market the home.

          Seller timeframes

          Listing agents understand that the time it takes to sell a home varies according to certain factors and that the home’s price is chief among them.

          Other factors include:

          • The type of market. For instance, currently, the typical home spent 51 days on market. According to Realtor.com, this is 6 days more than last year at this time.
          • Condition. with inventory remaining low, the current buyer pool still shows interest in even substandard homes. In a balanced market, however, there may be a different story.
          • Location. Another factor that buyers are still ready to compromise on right now is location. It won’t always be this way, as you well know.

          Once you understand your client’s timeline, communication is key. Be honest about how realistic the timeline is, according to the market, the home’s condition, and the location.

          The Get More Listings Campaign is shown above. To see more, Click Here.

          Pricing your client’s home

          The one nugget of information that all homeowners wait for during a listing presentation is your suggested list price.

          Many don’t know how you arrived at this figure, and some don’t care. Agents we’ve spoken with suggest that listing agents ask their clients what they’re hoping to get for the home before compiling the CMA.

          This way, you’ll have time to lay out a plan to explain why your clients’ estimation is so far off the mark (if that is the case) rather than be blindsided by finding out during the presentation.

          Marketing

          That marketing is in third place regarding seller expectations should be no surprise. In the present market, not as many homes require an in-depth marketing campaign.

          If your clients’ home only requires a basic marketing campaign, let them know that and the reason why. Even if you think it’s common sense that everyone knows, communicate what you’re thinking and planning.

          Communication, in fact, is key in meeting all three of these home seller expectations. That, and following through on your promises, is one of the best ways to build referrals.

          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 combined with 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 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 and when. Four key market segments include niche Markets, geographic farming, sphere of influence, and past clients. – Click Here

          3. The BusinessBase, SOI building system

          The most effective thing you can do to build a real estate business is to become more visible, more likable, and remembered more often. The BusinessBASE™ not only checks all of these boxes but is also a business-building machine. In two easy steps, you can begin to build a robust sphere of influence that will provide you a lifetime of repeat business and referrals. – Click Here

          4. The Free Interactive Real Estate Business Plan

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

          5. 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

          6. The Take a Listing Today Podcast

          Watch the ProspectsPLUS!, Take a Listing Today Podcast for actionable content to help you get more listings. – Click Here

            As we count our blessings on this Thanksgiving Day, we count ourselves extremely lucky to have customers like you.

            We want you to know how much we enjoy serving you and how fortunate we are to work with you.

            Thank you for helping make this year a great success.

            Wishing you a very happy Thanksgiving and a joyful holiday season!

            Your ProspectsPLUS! Team

            P.S. 🦃Want to see our annual turkey delivery to a local church? Check it out below 🦃

              “America’s housing dream is broken,” claims a CNN.com headline. The New York Times wants us to know that “The Housing Market Is Worse Than You Think.” Finally, CNBC.com resorts to the scary stuff with an article about “… how much equity U.S. homeowners have lost since May.” 

              Is it any wonder that homebuyers, already fatigued by competing with multiple buyers, watching home prices skyrocket (seemingly overnight) and, now, escalating mortgage rates, are beyond frustrated?

              Is it impossible, as many think, to buy a home? While it may be challenging, you and I both know it’s not impossible. At least not for many Americans. They just need a lot of educating, counseling, and, maybe, a whole lot of hand-holding.

              Are they aware of the ins and outs of mortgages?
              Direct Response Reports. See more Here.

              Naturally, you’re hesitant to get too deep into the mortgage weeds when advising clients. After all, you’re most likely not a financial expert and, therefore, shouldn’t be counseling clients about financial subjects. 

              You can, however, suggest that they get to know and understand the following concepts and strategies and talk them over with a lender:

              • Discount points – Discount points, also known as points, lower a borrower’s “… interest rate in exchange for paying an upfront fee,” according to the experts at the Consumer Finance Protection Bureau. Pass the link on to your clients for an excellent description of buying points and the pros and cons of doing so.
              • Adjustable-rate mortgage – The loan of choice for the past few months, adjustable-rate loan applications have “… more than quadrupled since the start of the year,” according to Melissa Dittmann Tracey at nar.realtor. This may be the ideal solution for a buyer who plans on staying in the home for a reasonable length of time. Get the house with an ARM and then refinance into a fixed mortgage when rates drop. This strategy is not without risks, however.
              • Help them strategize coming up with a heftier down payment  – Yes, this is a tough one for an agent to suggest. It may mean putting a hot buyer on hold for a time. April, however, is right around the corner, and if your client is expecting an income tax return, depending on the amount, it could go a long way toward helping to lessen the impact of a higher-than-expected mortgage rate. 
              Keep an eye on the news

              If ever there was a time for Congress to act quickly, it would be now. Several bills remain in the works from last year that can greatly ease the pressure on hard-hit, moderate-income homebuyers. 

              Direct Response Report, See more Here.

              Keep an eye on Congress because if any of these passes, it could be a boon for your clients.

              • The First-Time Homebuyer Act of 2021. Introduced in late April 2021, this act revises the IRS code to provide first-time buyers up to $15,000 in tax credits. At the time of this writing, the act sits with the House Ways and Means Committee.
              • Downpayment Toward Equity Act of 2021. This program will be administered by HUD to “… states and other entities to provide qualifying assistance to certain first-time, first-generation home buyers in purchasing their first homes,” according to the bill’s text.
              • LIFT Homebuyers Act of 2021.  Introduced in September 2021, The LIFT Act will provide 20-year fixed-rate mortgages for “… first-time, first-generation homebuyers whose incomes do not exceed a certain amount,” according to the bill’s text. These loans will be offered by Rural Housing Services or the Federal Housing Administration (FHA).

              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 combined with 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 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 and when. Four key market segments include niche Markets, geographic farming, sphere of influence, and past clients. – Click Here

              3. The BusinessBase, SOI building system

              The most effective thing you can do to build a real estate business is to become more visible, more likable, and remembered more often. The BusinessBASE™ not only checks all of these boxes but is also a business-building machine. In two easy steps, you can begin to build a robust sphere of influence that will provide you a lifetime of repeat business and referrals. – Click Here

              4. The Free Interactive Real Estate Business Plan

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

              5. 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

              6. The Take a Listing Today Podcast

              Watch the ProspectsPLUS!, Take a Listing Today Podcast for actionable content to help you get more listings. – Click Here

                Have you ever watched those YouTube videos of agents making cold calls, FSBO calls, and expired listing calls? 

                Most of them use the same script or at least parts of the same script. 

                “I’m just calling to see when you’re going to be interviewing agents for the job of selling your home.”

                You could build a drinking game around that one line, shared by almost all the video agents I watched.

                Does this script, in the hands of thousands of agents, in any way raise the bar? Or does it perpetuate the myth that “all real estate agents are alike?”

                Dump the scripts and dialogs and come up with a way to make this conversation authentically yours.

                How to approach your expired listing homeowner

                First, don’t assume, as so many do, that the homeowner with an expired listing is “angry” or “frustrated.” You don’t know why the listing expired. You don’t have any idea how this person is feeling.

                Maybe he or she is elated that the home didn’t sell. Maybe the agent is her Aunt Maggie, and she could never be angry with her. Maybe they’re chalking the failure of the home sale up to the market and feel it’s nobody’s fault.

                Go in with guns blazing, telling the homeowner that you know exactly how they feel and that “there are only three reasons a home fails to sell” is for other agents. You’re smarter than that. You are better than that.

                The goal of this first conversation is to set an appointment to meet with the homeowner to find out exactly what happened. Only when you know can you provide a solution. Guesses don’t count.

                And, yes, you should empathize. But empathize with what you actually know is happening: 

                The Expired Listing Postcard Campaign is shown above. To see more, Click HERE.

                This homeowner is being hounded by real estate agents trying to get a listing.

                And, yes, you want the listing too, but you aren’t about to add to the cacophony and annoyances of being called all day, every day, by people spouting the same “scripts,” offering the same solutions without knowing what the problem is. 

                Bullet points to cover over the phone

                In your own words, start by saying you understand that they’re being beaten up by real estate agents who all say the same thing, give the same promises and assume to know how they’re feeling.

                Apologize on behalf of your colleagues and explain that some will go to any lengths to make a buck.

                Then, admit that you’d like the listing, too, if and when they decide to sell. But you can’t begin to offer a solution until you understand what happened with the previous listing.

                If you have a particularly awesome testimonial that speaks to your ability to sell expired listings, include it in your conversation.

                If you don’t have a testimonial, resist the urge to lay down your resume or any stats you think are particularly impressive.

                You want an appointment, and the way to get one is by being human and by being empathic.

                Check back next month when we’ll take a look at how not to approach the expired listing and whether or not to visit, in person, the homeowner with an expired listing.

                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 combined with 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 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 and when. Four key market segments include niche Markets, geographic farming, sphere of influence, and past clients. – Click Here

                3. The BusinessBase, SOI building system

                The most effective thing you can do to build a real estate business is to become more visible, more likable, and remembered more often. The BusinessBASE™ not only checks all of these boxes but is also a business-building machine. In two easy steps, you can begin to build a robust sphere of influence that will provide you a lifetime of repeat business and referrals. – Click Here

                4. The Free Interactive Real Estate Business Plan

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

                5. 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

                6. The Take a Listing Today Podcast

                Watch the ProspectsPLUS!, Take a Listing Today Podcast for actionable content to help you get more listings. – Click Here

                  Numerous small business owners, including real estate agents, assume various mundane responsibilities associated with operating their businesses. Particularly in the initial stages, they handle a wide range of tasks, from janitorial duties to accounting and marketing efforts.

                  The savvy entrepreneurs eventually opt to enlist assistance. Conversely, those who choose not to, become “… prisoners of their own success,” according to David Tal, co-founder and CEO of Agentology (now Verse.io).

                  Let’s delve into the potential advantages of outsourcing for your real estate business, tasks that might be suitable for delegation, and where to find the right individuals for these roles.

                  The advantages of outsourcing aspects of your day-to-day business 

                  The primary advantage of outsourcing specific functions within your real estate business is the extra time you’ll gain in your workday.

                  Instead of spending that time ON the business, as you do now, you can spend it IN the business. An agent friend once told me that this freed him to do what he does best: “Bounce down the street and make money!”

                  If approached correctly, outsourcing can also prove to be a cost-effective strategy. Online platforms for hiring, such as Fiverr.com and Upwork.com, offer access to specialists who often charge considerably less than local workers in your industry. 

                  Opting for experienced freelancers can eliminate the need for extensive training. 

                  Direct response reports are shown above. To learn more, Click Here.

                  Tasks to consider outsourcing

                  Many real estate agents choose to delegate tasks that they find particularly mundane or time-consuming. Alternatively, some opt to outsource tasks where they believe a professional could produce better results. If you’re unsure which tasks to outsource, we’ve compiled a short list to assist you:

                  Admin tasks

                  Real estate agents often outsource general administrative responsibilities, either by hiring an assistant or engaging a freelancer. These tasks typically include:

                  • CRM maintenance and management
                  • Managing phone calls and emails
                  • Procuring necessary supplies
                  • Scheduling appointments
                  • Coordinating direct mail campaigns
                  PPC advertising campaigns

                  Considering the intricacies involved in PPC advertising, many real estate agents outsource this task. As noted by business consultant Larry Alton at TheAmericanGenius.com, “PPC can significantly boost revenue for businesses, but without the requisite expertise, it may also result in wasted resources.” 

                  Outsourcing need not be prohibitively expensive, as platforms like Upwork.com offer a variety of competitively priced freelancer packages. Explore Chad Gravallese’s YouTube video for insights on effectively hiring a freelancer on Upwork.com.

                  Search engine optimization (SEO)

                  For real estate agents seeking to drive organic traffic to their website and blog, search engine optimization (SEO) is a crucial yet time-consuming task. 

                  Delegating your SEO tasks can be a wise business investment. Platforms like Fiverr.com host numerous SEO professionals with varying price ranges. Keep in mind that lower-priced freelancers may yield either satisfactory or disappointing results, making it a bit of a gamble. To make an informed choice, you can refer to depreneurdigest.com for guidance on selecting a Fiverr freelancer.

                  Whether virtual or in-person, employee or freelancer, outsourcing tasks will take your business to the next level.

                  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

                    The one thing few new real estate agents are prepared for is to hit the ground running the minute they hand over their license to a broker.

                    Sure, you’ll find lots of information on how to get a license, but zilch about how to productively use that time when you aren’t taking classes or studying for the exam any longer.

                    That’s time wasted, and commission checks pushed further into the future.

                    Let’s take a look at some of the best ways to prepare yourself to enter the world of real estate, ready to take it on.

                    Research and shop for a CRM

                    Customer relation management (CRM) will be an ongoing and critical aspect of your business. To make it easier and more efficient, you’ll need CRM software.

                    Some of the larger brokerages offer in-house CRM software, but most don’t.

                    We offer a free Contact Manager on prospectsplus.com that helps turn your mailing lists into micro-targeted marketing machines. To learn more about how to use this relationship-building customer tool, Click Here.

                    Surfing the internet to find reviews of real estate CRMs, I found a couple of sites that might help you get a better picture of CRM options available (for a fee):

                    Once you have chosen your CRM and learned how to use it, start loading it with the names, addresses, email addresses, phone numbers, and any other information you know about everyone you know.

                    Yup, everyone that is old enough to buy or sell a home.

                    Getting this task out of the way up front will streamline your entry into the real estate business, and you’ll be forever grateful that you did it.

                    The Photo Introduction Series is shown above. To learn more, Click Here.

                    Your first direct mail campaign

                    Take all those addresses in your CRM and send each one an announcement of your pending licensure.

                    A text-only, simple postcard isn’t going to cut it now that you’re on the threshold of owning your own business. Send out a Photo Introduction postcard and properly introduce yourself to these VIPs who are going to prove invaluable to the growth of your real estate business over the coming years.

                    Set up a Facebook business page

                    Yes, there are other social media platforms, and some that you may prefer over Facebook. But Facebook is hands down, the best of them for marketing your real estate business.

                    So, start with Facebook and work on the others later.

                    This is a task you can actually begin on your personal page. Post the image included in your direct mail campaign for starters. Then, when you get your Facebook business page set up, invite your personal page friends to join you there.

                    Start engaging with others by visiting their pages and responding to their posts.

                    Join Facebook groups. They don’t have to be real estate-related. As long as you’re active and engaging, the groups will help build your follower list.

                    You can do a lot to hit the ground running before your license arrives at your broker’s office. Get going. I wish you much success!

                    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 combined with 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 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 and when. Four key market segments include niche Markets, geographic farming, sphere of influence, and past clients. – Click Here

                    3. The BusinessBase, SOI building system

                    The most effective thing you can do to build a real estate business is to become more visible, more likable, and remembered more often. The BusinessBASE™ not only checks all of these boxes but is also a business-building machine. In two easy steps, you can begin to build a robust sphere of influence that will provide you a lifetime of repeat business and referrals. – Click Here

                    4. The Free Interactive Real Estate Business Plan

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

                    5. 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

                    6. The Take a Listing Today Podcast

                    Watch the ProspectsPLUS!, Take a Listing Today Podcast for actionable content to help you get more listings. – Click Here

                      The lead-generating capabilities of a real estate website are limited regardless of how expensive it is to build.

                      Taking this capability to the next level requires strategic input from you.

                      Personalization is the final step, and it’s the one that will become the foundation for your ability to generate leads through your website.

                      Read on to learn the fundamentals of this step and create a lead-generating powerhouse of a website.

                      1. Testimonials 

                      Visitors to your real estate website are searching for their ideal real estate agent. We all know this, but too many agents address this need by posting self-serving, overly-salesy content.

                      Nothing will impress these visitors more than hearing what other people think about you and your services. This is why the best real estate agent websites display (above the fold on the home page) a brilliant quote from a former client.

                      That one line with quotation marks around it is far more convincing than anything you can say about your business.

                      This testimonial, by the way, isn’t meant to replace a testimonial page on your site. In fact, using one on each page of your site is a brilliant idea, along with a dedicated page for them.

                      2. Lead magnets

                      There’s nothing like a compelling and irresistible lead magnet to get website visitors to provide their contact information. 

                      So, what makes a lead magnet compelling and irresistible? 

                      • The promise of receiving something of value is what makes a lead magnet irresistible. A free CMA isn’t a lead magnet, nor is a subscription to your newsletter.
                      • Instead, consider offering the free direct response report, “Should I Buy Now or Wait For Home Prices to Fall.” It’s available here.
                      • It can be easily received through an instant download.  

                      Example: Carol has been wanting to sell her home and downsize for a while but is really concerned about being able to find a new home once hers is sold.

                      She searches online to learn more on this topic and comes across a blog article written on the subject with a lead magnet offering a free report titled, “What If I sell My Home and Can’t Find One to Buy.”

                      Carol gladly fills out the online form with her email in exchange for something she considers quite valuable.

                      3. Offer up brilliant content

                      From the perfect agent bio to your blog and neighborhood/community pages, quality content is an important aspect of SEO on your lead-generating real estate website.

                      Sadly, there are some amazingly skimpy community pages on agent websites. Many don’t have neighborhood descriptions at all.

                      Then some are absolutely brilliant. For example, check out the envy-inducing pages at LongandFoster.com. Click on any of the communities to see how no corners were cut in this company’s descriptions.

                      Make these three tweaks to your real estate website and watch your lead-generating take off!

                      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 combined with 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 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 and when. Four key market segments include niche Markets, geographic farming, sphere of influence, and past clients. – Click Here

                      3. The BusinessBase, SOI building system

                      The most effective thing you can do to build a real estate business is to become more visible, more likable, and remembered more often. The BusinessBASE™ not only checks all of these boxes but is also a business-building machine. In two easy steps, you can begin to build a robust sphere of influence that will provide you a lifetime of repeat business and referrals. – Click Here

                      4. The Free Interactive Real Estate Business Plan

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

                      5. 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

                      6. The Take a Listing Today Podcast

                      Watch the ProspectsPLUS!, Take a Listing Today Podcast for actionable content to help you get more listings. – Click Here

                        Quick: when marketing your listings, which marketing tools bring in the most phone calls?

                        If your answer doesn’t include “the sign stuck in my listing’s front yard,” think again.

                        Naturally, buyers’ agents are the primary source of buyers for a listing, with the internet coming in second, according to the 2022 NAR Home Buyers and Sellers Generational Trends report.

                        Yard signs come in fourth, with 35% of buyers claiming to have used them as a source when searching for a home.

                        Using signage in your real estate practice is, thankfully, a no-brainer. Depending on the market, all it takes is an account with a sign company and a phone call to them when you need it installed or taken down.

                        History of Real Estate Signage 

                        From the industry’s infancy, the real estate yard sign has honorably served two purposes:

                        • To let the public know that the home behind the sign was for sale.
                        • Held contact information for consumers to call if they needed information on the home.

                        When brokerages came into being, they quickly figured out they could brand these signs with the company’s logo.

                        More recently, agents decided to uncouple their brand from that of their brokers’. “Agents no longer wanted to wrap their identity into the broker’s identity,” claims Monte Pratt of Jack Pratt Signs. 

                        The Feature Property Flyers are shown above. To see more, Click HERE.

                        Real Estate Signs Today

                        Grabbing the attention of passers-by may be the number one benefit of for-sale signs for real estate agents, but they can do so much more.

                        Sign riders and brochure holders may not be new, but they turn your real estate signs into multi-taskers. This is why we were surprised at the many agents we spoke with who don’t use brochure holders unless the homeowner asks for them.

                        Yes, neighbors may complain if fliers are littering their yards, and kids tend to pilfer them. But if keeping the fliers stocked helps even one potential buyer to find you, it’s worth it.

                        On the other hand, sign riders can help solidify your branding efforts in the area.

                        Remember the agent who used a rider that read “Not Haunted” on the for-sale sign at one of his listings? That was Jake Palmer, and the strategy made his real estate practice go viral.

                        He went on to use riders that claimed the home has “Indoor Plumbing” and that it’s a “Love Shack, Baby.” The riders were so humorous and effective that, according to Palmer, people would drive around looking for his real estate signs. 

                        Price reductions were the norm when the housing market crashed, and the haggling of bargain shoppers frustrated listing agents.

                        One Tennessee broker dealt with the problem when he had printed, in smaller font and just below the word “Reduced,” it said, “but not stupid or desperate.”

                        We think that riders are the ideal place to emblazon your real estate website’s URL. Many agents choose to use their social media addresses instead.

                        We’d love to hear if you’re considering using your real estate signs in new and creative ways.

                        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 combined with 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 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 and when. Four key market segments include niche Markets, geographic farming, sphere of influence, and past clients. – Click Here

                        3. The BusinessBase, SOI building system

                        The most effective thing you can do to build a real estate business is to become more visible, more likable, and remembered more often. The BusinessBASE™ not only checks all of these boxes but is also a business-building machine. In two easy steps, you can begin to build a robust sphere of influence that will provide you a lifetime of repeat business and referrals. – Click Here

                        4. The Free Interactive Real Estate Business Plan

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

                        5. 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

                        6. The Take a Listing Today Podcast

                        Watch the ProspectsPLUS!, Take a Listing Today Podcast for actionable content to help you get more listings. – Click Here

                          If you’re like a lot of Americans, you avoid listening, reading, or watching the news as much as you once did.

                          Hey, we don’t blame you. News stories seem to be more focused on shocking behavior than ever before.

                          Yes, Americans are misbehaving more than ever, and this makes for stress and tension among everyone.

                          This includes the real estate world as well.

                          It’s evidenced by agents who don’t pay attention when clients are speaking to them, who drop the ball when it comes to returning calls, and that small minority who lack morals and ethics.

                          We know that you aren’t in that group, but for those who think small gaps in stellar customer service don’t matter, let’s look at how playing nice with others can change your reputation and allow you to gain some positive word of mouth.

                          1. Be considerate of the other agent’s client

                          Yes, your fiduciary duties are to your buyer or seller. But you also have a duty to extend consideration to the other agent’s client.

                          Take the multiple offer situation, for instance. Although there isn’t as much of that happening now, it was common over the past few years. Tons of buyers’ agents were gnashing their teeth over the lack of basic courtesy extended to their clients when their offer wasn’t accepted.

                          The Get More Listings II Series is shown above. To see more, Click HERE.

                          It takes 20 seconds to dash off a text or email to the buyer’s agent, letting her know that her client’s offer wasn’t accepted. “It’s a decided lack of professionalism,” one agent said about listing agents who fail to extend this basic courtesy. 

                          “Think of the anxious buyer,” she added. 

                          Send this text or email or make a phone call before you update the property’s status in the MLS. It’s not fair or courteous to other agents to have to learn the bad news from anything or anyone other than the listing agent.

                          Then, the buyer’s agent makes an appointment to show a home and ghosts the seller.

                          Many homeowners run around like crazy, tidying up their homes in anticipation of a showing. When you don’t show up or don’t call to reschedule or cancel the appointment, you become one of ‘those’ agents, the bad apples who make the rest look bad.

                          2. Use your words

                          One issue we heard about from several agents is that there is almost a complete lack of feedback on showings.

                          Remember, the average agent is a woman in her fifties; she’s been in the biz for way more than a minute. She recalls the days when soliciting feedback from showing agents was so commonplace that listing agents wouldn’t think of not doing it and then passing it on to their clients.

                          After all, isn’t communicating with the seller part of the listing agent’s job? Letting your client know how buyers feel about their home is critical.

                          If buyers’ agents don’t offer feedback, which is courteous, it’s the listing agent’s job to solicit it. 

                          “Politeness … can be used to signal respect and consideration for others,” according to Matteo Bonotti & Steven T. Zech. (Understanding Civility). 

                          Politeness and communication. It’s what you need to win the exacta in the race to set yourself apart from other agents in town and truly have a chance at growing your business through word of mouth.

                          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 combined with 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 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 and when. Four key market segments include niche Markets, geographic farming, sphere of influence, and past clients. – Click Here

                          3. The BusinessBase, SOI building system

                          The most effective thing you can do to build a real estate business is to become more visible, more likable, and remembered more often. The BusinessBASE™ not only checks all of these boxes but is also a business-building machine. In two easy steps, you can begin to build a robust sphere of influence that will provide you a lifetime of repeat business and referrals. – Click Here

                          4. The Free Interactive Real Estate Business Plan

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

                          5. 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

                          6. The Take a Listing Today Podcast

                          Watch the ProspectsPLUS!, Take a Listing Today Podcast for actionable content to help you get more listings. – Click Here

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