Wednesday, July 24, 2019

Lisa Gray

Lisa Gray
172 POSTS 0 COMMENTS
Lisa is an accomplished marketer with years of expertise in direct response marketing, digital marketing, data analytics and business development working with both B2C and B2B.

    We have two winners!

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

    1.Congratulations Joanne Gillet on winning our 1st Prize $250 ProspectsPLUS! Gift Card!

    Joanne shared the following feedback with ProspectsPLUS!

    “Fast and easy, or if you have any questions a representative is there to help with custom cards or to get a quick automatic postcard sent out! Love it!”

    Joanne’s latest marketing pieces she’s sent out include – A Just Listed postcard and a Upload Your Own design postcard.

    Send out Just Listed and Just Sold postcards to multiply your results (Available in the postcard section)

    2. Congratulations Phyllis Staines on winning the 2nd Prize $100 ProspectsPLUS! Gift Card

    Phyllis shared the following feedback with ProspectsPLUS!,

    “Easy to use, prices are affordable and delivery is fast!”

    Phyllis’ latest marketing pieces she’s sent out include – The Call To Action postcard and the Neighborhood Update postcard.

    Send the Call To Action Series or Neighborhood Update Series and get them excited to call you (available in the postcards section)

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


    You might also like to read:

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

    Agent Facebook Success: Rules of Engagement

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

      Even in the fastest-moving real estate markets, some homes just don’t sell. You know the reasons this happens and chief among them is that the home is overpriced. When a listing is priced right, however, it’s usually the home’s condition that keeps buyers from swooning over it.

      If investors are swooping in on your homeowner with rock-bottom offers to purchase, perhaps it’s time for you to step in and politely demand that the homeowner make some changes.

      Even basic fixes can help move a home. But perception drives value, so consider some of the psychological aspects of staging a home.

      Take a cue from the retail and restaurant industries

      In fine dining restaurants, presentation of the meal is critically important. It has, in fact, been elevated to a culinary art form.

      When plating a meal, a fine dining chef combines color, texture and even space to make the meal attractive to the diner. Compelling plating has other benefits too:

      • It adds value to the dining experience
      • Increases the restaurant’s profits by making it easier to upsell
      • Helps build the restaurant’s reputation

      Retailers have also long valued the benefits of presentation. More than two-thirds of consumers interviewed in a Morpace Omnibus survey said that they’ve avoided a retailer based solely on how it appeared from the exterior.

      Get there attention with content that matters to them (available in the postcard section under the Content Card Series)

      Curb appeal apparently is just as important in retail as it is in real estate

      Even once they’re inside the store, the retailer isn’t safe from consumers’ negative perceptions. A couple of years ago, Harris Interactive surveyed 1,000 Americans about what features of a store most negatively impact their perceptions of the store.

      “A surprisingly high 86 percent of those surveyed pointed to the floor,” according to Daniel Frimmel, at CSNews.com.

      He explains that “a store with soiled or poorly maintained floors would definitely be a factor in their decision to revisit that store again.”

      Remind you of any other consumers? How many times has ratty carpet or holes in vinyl turned a homebuyer off even when everything else about the home is ideal?

      Curb appeal, staging and cosmetic repairs are all visual cues for homebuyers. But they aren’t the only ones.

      If you have a difficult listing, it may be time to dig deeper into the arsenal.

      The nose knows

      To compete with online retailers, the brick-and-mortar guys (and gals) are using something the online shopper just isn’t provided: a sensory experience.

      “Sensory marketing targets a consumer’s basic senses of sight, sound, touch, taste and smell,” explains David Anzel at RetailCustomerService.com.

      After sight, the next most commonly used of our five senses when viewing homes for sale is scent. When the front door opens, what do your clients smell? Yeah, there are some pretty nasty smells out there.

      But, it doesn’t have to stink.


      Related: Three Common Myths About Things That Impact a Home’s Value


      If you’ve ever been to Las Vegas you know that cigarette smoking is prevalent in the casinos. In fact, a study done a few years ago found that more than half of casino patrons smoke cigarettes.

      Unless you’re sitting next to a smoker, however, the air smells surprisingly smoke-free. That’s because almost two decades ago, casino owners brought in experts in air filtrations systems who provided devices that were attached to the ventilation system and pumped out “highly aromatic and shockingly expensive oils into the ducts,” according to PaceVegas.com’s Pesach “Pace” Lattin.

      While the cost of these devices is a bit more than the average homeowner or real estate agent would be willing to pay, there are other ways to rid homes of pet, baby, cooking, smoking and other stenches.

      It all starts with a thorough cleaning, paying special attention to those items that attract and cling to odors”

      • Range hood filter
      • Draperies and curtains
      • Bedspreads
      • Carpet
      • HVAC filters

      Then, have your client paint the entire home. If they smoke in the home, tell them to grab a can of KILZ Primer when they buy their paint.

      As the paint dries, look around the home for common items that many homeowners use for odor control. The University of Kentucky Cooperative Extension offers a list that includes the usual baking soda, vanilla extract and fabric softener sheets, but it also offers some you may have not heard of before:

      • Listerine for cleaning
      • A solution of citronella oil and a half cup of rubbing alcohol in a gallon of water for cleaning the bathroom.
      • Hang DIY sachets of cat box filler or potpourri in the closets to rid them of stale smells.

      Suggest that when your clients install the new HVAC filter, they sprinkle a few drops of a lightly-scented essential oil on it. Apparently, the scent only lasts for a week, so reapplication may be necessary.

      Remember that even the most heavenly scent to one person may be downright disgusting to another so caution your clients to keep cover-up smells light.

      Open the lines of communication with valuable content (available in the postcard section under the Content Card Series)

       

      Ready to spread the word on curb appeal?
      Send at least 100 Making the Most of Curb Appeal postcards from the Content Card Series to an area where you want more listings.
      You might also like:

      Master the Art of Writing Listing Descriptions That Sell

      Downsizing: How to Help Your Older Real Estate Clients


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

      PLUS: When you have time…here are Free killer tools to help your success this year!

      1. Become a Listing Legend Free eBook 

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

       

       

      2. “Get More Listings” Free Online Webinar

       

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

       

       

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

      The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Get More Listings, Geographic Farming, and Sphere of Influence. –Click Here

       

       

      4. The Free One-Page Real Estate Business Plan

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

       

       

      5. The Free Online ROI Calculator

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

        Welcome to real estate, rookie! Those world’s-most-boring-classes and the licensing exam were the prelude to what may just turn out to be a very lucrative and fulfilling business.

        But only if you get off to a good start and that’s just what we hope to help you with today. So, forget about sitting in a cubby, staring at a blank wall or a quiet phone and the background conversations that sound like a foreign language.

        You’ve got work to do!

        1. Choose your broker carefully

        You’ll need to “hang” your license with a real estate broker and, depending on the size of your town you may have slim pickin’s or so many you have no idea where to start.

        First, decide if you want to work for one of the big national companies, such as RE/MAX or Keller Williams, or if you prefer the small, boutique-style local brokerages. They both have their pluses and minuses.

        Since we advocate that you interview more than one broker, why not interview a couple of each of the above?

        Here are some questions you’ll want answers to:

        What split are you offering?

        This refers to your commission split. For each transaction (unless the broker represents both the buyer and the seller), the commission paid by the seller is split two ways. This means that the listing broker and the selling broker each get half the commission.

        Then, each broker pays their listing/buyer agent their agreed-upon share. Splits vary, but the typical rookie agent is offered around 50 percent.

        Is there a desk fee?

        This is basically rent for the space you use at the office. Not all brokers charge this fee.

        Do you offer floor time to agents?

        Floor time is a predetermined amount of time that you agree to be in the office to field calls (some questions can’t be legally answered by the receptionist, unless he or she is licensed) and to speak with walk-ins.

        Yes, it’s a hassle. But it may result in generating a lead or two and maybe even a buying client. It’s worth it if for no other reason that you’ll become accustomed to speaking with real estate consumers.


        Related: 5 Ways Agents Sabotage Their Careers

        What type of marketing are you doing?

        While you will definitely want to come up with a plan to market your business, marketing the company is the broker’s job. The more exposure the company gets, the better for each agent.

        Finally, ask about the broker’s training program for new agents. My first broker didn’t have a program but he spent lots of time with new agents weekly, teaching us everything from how to read the contract upside down and compiling fake CMAs to some scripts and dialogs he felt were effective.

        Once you’re with a broker you can join the NAR and the local association, so be prepared to shell out some significant bucks.

        1. Get business cards

        Many new agents order business cards through their broker, which is fine in the beginning. You will soon grow out of those, however, so don’t order too many.

        Get the word out and stay connected with a personalized business card (available under the Business Card tab)

        Once you’ve settled into the daily real estate business routine you’ll want to work on your branding and, most important, get your own website set up. Once this is finished, order new, Business Cards, complete with your website’s URL. 

        1. Purchase CRM software

        Customer relation management will be one of the more critical tasks in your real estate business and, thankfully, there are software solutions to help streamline the process.

        Ask around the office to get a feel for the best CRM solutions and you’ll find the same names pop up repeatedly.

        • LionDesk
        • pipedrive
        • Market Leader
        • Wise Agent
        • Follow Up Boss
        • realvolve
        • Top Producer

        When you’ve found one or two that sound right, run your choices by your broker to help you decide. He or she has worked with enough rookies to understand what they need in a CRM and how to choose one that will grow with you.

        Get the software up and running and start populating it with the contact information of family, friends and close acquaintances. This is your sphere of influence, and they’ll be important in your efforts to harness the power of referrals.

        1. Contact everyone you know who lives in the area

        You know a lot more people than you may think:

        • Doctor
        • Dentist
        • Veterinarian
        • Dog Groomer
        • Dry Cleaner
        • Barista
        • Hair Stylist or Barber
        • Nail Technician
        • Folks at the gym where you work out
        • Landlord/lady and former landlords/ladies
        • Your kids’ friends’ parents
        • Teachers
        • Former colleagues

        This list represents just a small fraction of groups of people that you may know; use it to brainstorm additional sources.

        It doesn’t matter how you contact these people – call, email, snail mail – but reach out to them and let them all know that you’re now in real estate.

        Consider sending an Agent Introduction postcard to those people you won’t be calling on the phone. And be sure to mention, whether in person, by phone, email or snail mail, that you’re happy to help anyone they know who may be thinking of buying or selling a home. 

        1. Create a business and marketing plan

        It’s a rare rookie who prepares a business and marketing plan. Hey, we get it, it’s a complete hassle and other parts of the new business which are more attractive, beckon.

        Every successful agent we know, however, has a plan, even if rudimentary and written on post-it notes.

        Check out the Real Estate Marketing Planner for 12 months of strategic marketing ideas. This Planner is a free resource provided by us for you.

        Our One Page Real Estate Business Plan is another free resource that we have made available for you. It’s simple, yet gives you a direct path to achieving your business goals.

        Watch this space next month for Part 2 of How to Spend your First 30 Days as a new real estate agent. See you then!

        Let everyone know how to find you when they are looking for real estate help (available in the postcard section under Agent Introduction Series)
        Send out Agent Introduction postcards to your newly created Sphere of Influence.
        Make sure they know who to call when they are ready.
        You might also like:

        The Biggest Client Complaint and How Not to Be That Agent

        Agent Facebook Success: Rules of Engagement


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

        PLUS: When you have time…here are Free killer tools to help your success this year!

        1. Become a Listing Legend Free eBook 

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

         

         

        2. “Get More Listings” Free Online Webinar

         

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

         

         

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

        The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Get More Listings, Geographic Farming, and Sphere of Influence. –Click Here

         

         

        4. The Free One-Page Real Estate Business Plan

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

         

         

        5. The Free Online ROI Calculator

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

          Last year at this time it was pretty easy to pinpoint where the summer real estate market was headed. This year, it’s challenging, to say the least.

          As I write this (early June), NAR recently released the pending sales report. Pendings dropped a bit from the previous month and only the Midwest region “experienced growth, while the remaining three regions reported a drop in their respective contract activity,” according to NAR’s website.

          As you know, pending home sale statistics are an indicator of what we can expect from the market going forward. But they aren’t the whole ball of wax and we may just be in for a better summer market than we’d imagined.

          Lawrence Yun, chief economist for the association, cited additional recent factors that put a more positive spin on the upcoming market.

          Chief among these factors are the wildly high consumer confidence numbers and a rise in mortgage applications.

          We’re choosing to look at the glass half-full and predict a busy summer real estate market for you. We also know how easy it is to get distracted when we’re overly busy so we offer up a couple of tips to help you keep your focus.

          Get their attention by highlighting the top selling features of your property (available in the postcard section under the Multi-Photo Series).
          1. Keep filling that pipeline

          It’s easy to let the lead gen part of your daily schedule slide when business is good. As we all know, however, this is a feast or famine industry for many agents and the slow season is nearer than you think.

          Generating new leads and nurturing those already in your pipeline doesn’t necessarily have to take a huge chunk of time.

          Which lead generation technique has proven most effect in the recent past?

          Decide to use that technique on an abbreviated basis during the busy season. For instance, if you’ve been direct mailing a geo farm and decided to stop during summer, a better plan is to keep marketing, but scale back temporarily by only sending just listed and just sold postcards.

          Or, shorten the list of leads you’re nurturing to include only those that are very warm or hot. Then, use a quick, already done-for-you postcard to reach out to them.


          Related: How to Harness the 5 Key Traits of the ‘Rock Star’ Agent


          1. Keep up with your follow-up

          Your future business depends on quick follow-up with leads and consistent touches to your sphere and former clients.

          Yes, you’re (hopefully) busy, so find an alternative to wearing all the hats in your business. Whether this means hiring an assistant, even part time, or taking advantage of automated marketing tools like MLSMailings.com, it’s essential that nothing falls through the cracks.

          When those leads do reach out to you, for the best ROI, make sure you take time to respond quickly.

          There’s a Forbes study floating around out there that finds if you wait five hours to return a call from a lead, your odds of reaching her or him plummet 3,000 percent.

          On the other hand, those leads who received a return call within 5 minutes of their original call convert better than those leads who receive later calls. Even as little as 30 minutes wait time diminishes conversion up to 21 times that of an immediate call-back.

          If your business is starting to heat up for the hot buying season, take a few hours to figure out how you’ll deal with new, future business. If not, your slow season may just put you out of the real estate business.

          1. Get some help

          You don’t have to be on Wall Street Journal’s list of top agents in the country to hire someone to help you out during the busy season.

          The least expensive help you’ll find is with a summer intern. Internships.com has loads of information about hiring interns and you can also post your job there. While you’re at it, check out some of the other intern recruiting sites, such a InternJobs.com and CollegeRecruiter.com.

          Also, some of the larger job sites allow intern postings as well, so head over to Monster.com and post your job. Need help figuring out how to word your ad? Check out some of the current job listings for inspiration.

          Then, there are virtual assistants, and some of them already understand the real estate industry. Plus, because they are freelancers, you won’t have to deal with tax withholding, insurance and other employee-related headaches.

          Check out real estate assistants looking for work at the freelancing site Upwork.com and two companies that deal exclusively in real estate assistants, RealSupport and Kim Hughes & Company.

          Get their attention with this Enhanced Agent Just Listed postcard (available in the postcard section under the Multi-Photo Series).

          The busy season is upon us and not taking the time to prospect and follow up with potential clients is tempting. Don’t give in – the slow season will be here before you know it.

          A great way to multiply opportunities this summer is to send 100 Enhanced Agent Just Listed postcards from the Multi-Photo Series to the area surrounding your listing.
          You might also like:

          New Agent Success: Generate Listing Leads

          Must-Use Marketing and the Path to Success


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

          PLUS: When you have time…here are Free killer tools to help your success this year!

          1. Become a Listing Legend Free eBook 

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

           

           

          2. “Get More Listings” Free Online Webinar

           

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

           

           

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

          The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Get More Listings, Geographic Farming, and Sphere of Influence. –Click Here

           

           

          4. The Free One-Page Real Estate Business Plan

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

           

           

          5. The Free Online ROI Calculator

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

            There’s one thing I don’t get about the real estate industry: If it’s true that “When you list, you last,” why is the vast majority of real estate advice addressed to homebuyers?

            From how to get a mortgage to down payment assistance programs and explanations of every step in the buying process, buyers seem to be every agent’s holy grail. The poor seller is left in the dust.

            In a quick tour of real estate blog posts, most of the seller stuff I read had to do with how to choose a listing agent and admonitions to “clean, declutter and stage” their homes.

            Agents seem to have forgotten that there are also first-time sellers who have just as many questions about their part in the process as first-time buyers have. They lose just as much sleep at night worrying about what they don’t know and how they’ll learn it.

            Sadly, the same can’t be said for first-time seller advice. Because of this, these clients are filled with anxiety and have plenty of questions they may be too embarrassed to ask.

            Even worse, the number of posts I found centered around how they can get “top dollar” for their homes vastly outnumbered the posts about what is truly of concern to them. 

            You can’t be of service to someone when you make assumptions

            How many blog posts and articles have you read that claim some variation of “Your home may be your largest financial asset?”

            First, do agents think that homeowners don’t know this? Second, do agents think this is a home seller’s biggest concern?

            Guess what? Getting the home sold “fast and for top dollar” is far down on the list of home seller concerns. At least according to a recent survey by Homes.com.

            If you truly want to attract listing leads, help home sellers understand the pre-listing projects they should undertake. In fact, according to the previously mentioned survey, the vast majority of sellers crave information about which repairs and home renovations they should perform.

            Of course, somewhere in the back of their minds they are most likely hoping to get “top dollar” by undertaking these projects. But when asked what concerned them the most, getting the home ready for the market was twice as concerning as any financial aspect.


            Related: How to Help Divorcing Couples Sell Their Homes


             They’re also concerned about the emotional aspects of the sale

            Next on the list of home seller concerns is “the stress and anxiety of moving,” according to a press release of Home.com’s survey results.

            More than a quarter of the respondents skipped right over the selling process and closing to thinking about the move.

            When was the last time you offered valuable information about moving? Moving with kids, moving with pets, moving in winter or a moving checklist? DIY or hire a moving company? How to find the best moving company.

            Sellers are concerned about how to ease their young children into a new school and a new neighborhood. Older Americans voice concerns about leaving a neighborhood in which they’ve lived for decades and leaving behind neighbors who have become longtime friends.

            As a potential listing agent, offering solutions to ease these concerns gives you a leg up on other agents in your market who are too busy catering to buyers to dig deep into topics that attract sellers.

            Yes, money is a concern

            All of the above doesn’t mean that home sellers don’t have financial concerns. Indeed, they do; they just don’t happen to be at the top of the list of what worries them.

            The Homes.com study found that two aspects of the selling process were the most troubling when asked about financial concerns:

            • Nearly a third worry about how they will coordinate the timing of selling their current home and buying their next one.
            • Almost as many home sellers are confused about the tax implications of selling.

            The latter isn’t easy to address. With all of the recent tax code changes it’ll take some research. And, don’t forget the admonition for readers to “always consult your tax advisor.”

            The key to laser-focused marketing is to know – not make assumptions about — your audience. That so many of your colleagues seem focused on following assumptions offers you a leg up.

            Get your phone ringing with interest with this Free Report (available under the Free Reports section of our website).

            Take it.

            Order the Top Ten Renovations That Reap Returns Free Report and add it as an opt in on all of your marketing (email, website, direct mail).
            You might also like:

            The Biggest Client Complaint and How Not to Be That Agent

            Downsizing: How to Help Your Older Real Estate Clients


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

            PLUS: When you have time…here are Free killer tools to help your success this year!

            1. Become a Listing Legend Free eBook 

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

             

             

            2. “Get More Listings” Free Online Webinar

             

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

             

             

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

            The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Get More Listings, Geographic Farming, and Sphere of Influence. –Click Here

             

             

            4. The Free One-Page Real Estate Business Plan

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

             

             

            5. The Free Online ROI Calculator

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