Saturday, January 28, 2023

Lisa Gray

536 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’re big proponents of real estate farming. Whether it’s circle geographic farming, niche farming, or something else, we repeatedly hear stories about the hefty benefits of this marketing method.

    While researching different real estate farming niches, we came across one that we found especially brilliant: long-time homeowners in good school districts.

    The advantages of this niche real estate farm

    Homes located in a “good school district” increase in “value over time,” according to Jamie Johnson at QuickenLoans.com. This is especially important to a homeowner who needs to sell during a market in decline.

    About 31% of homebuyers surveyed by the National Association of REALTORS® for the 2022 Home Buyers and Sellers Generational Trends Report have at least one child under the age of 18.

    The study also found that 23% of the buyers surveyed said that the quality of the school district was a factor that influenced their choice of neighborhoods.

    When broken down by age, 41% of homebuyers aged 32 to 41 expressed the importance of buying in a higher-quality school district.

    The higher demand for homes in a well-respected school district also means the home for sale may remain on the market for less time than other homes. Which homeowner and listing agent doesn’t want a quick sale for a decent price?


    The Empty Nest Series is shown above. To see more designs, Click Here.


    The kids grow up, eventually

    When they do, they will (hopefully) strike out on their own. Mom, Dad, and an empty nest are what they leave in their wake.

    Once you’ve chosen a school district to focus on for your farm, you’ll need to narrow down your “audience.” Start by using the median tenure of homeowners. Nationwide, it’s 13.2 years.

    Coincidentally, that’s just about the same amount of time that it takes for a child to progress from kindergarten through high school graduation.

    Homeowners with a 10-year or longer tenure should be among your target audience.

    How is the sales activity in the prospective farm area?

    Known as the turnover rate, this is an important metric when choosing a geographic farm area. 

    Take the number of homes sold in the past 12 months and divide that number by the number of homes in the prospective farm area. Multiply the result by 100.

    “You typically want to see a 5% turnover rate or higher,” according to the experts at Realtors Property Resource®.

    The next step

    If the number of homes left is too large for your liking, weed out smaller homes and concentrate on those with square footage large enough to make these empty nesters want to downsize.

    Now that you have your farm area nailed down, it’s time to get a prospect list. We would love to help you with that. to get started quickly and easily creating your prospect list using the Demographic Search Tool, Click Here.

    Empty nesters in large homes within highly-rated school districts are a micro-niche that, if approached right, can be quite lucrative. And just in time for the spring market!


    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 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


      Maybe it’s because Black Friday, Small Business Saturday, and Cyber Monday all happen so close together that shoppers believe that winter, in its entirety, is bargain-shopping time. Even for real estate.

      The media doesn’t help when every year we read stories of how much more money a homebuyer saves when buying in winter than at any other time of the year.

      If you have clients willing to transact at this time of year, bravo! If you have folks who are fence-sitting, trying to time the market, or otherwise hesitant to jump in, educate them on just how brilliant selling in winter can be.

      As a new agent, however, you may find yourself in negotiations with bargain-hunting buyers. If this is a new situation for you, read on to figure out how to deal with it.

      Let’s make a deal!

      So, how should you react when you, as a representative of the seller, receive a ridiculously low offer on their home? 

      The appropriate response depends on several things, chief among them is the type of market we’re in at the time. 

      Right now, we’re in a weird transitional market. This means depending on the state of the market in your region, your client may or may not still be in the driver’s seat. 

      First, get a handle on what’s happening in your market. Read local news stories, and listen to other agents’ conversations at the sales meetings and in the office. 


      The Shifting Market Series is shown above. To see more designs, Click Here.


      Here are some of your client’s options:

      • Entertain the lowball offer by remaining firm on the price. In other words, counter the buyer’s offer by stating that you want full price. This one is more appropriate in a hot sellers’ market.
      • If your clients really need to sell the home sooner rather than later and offers are few, counter the offer by lowering the price by a small amount and let the negotiations begin.
      • Ignore the offer. If offers are few and far between, this may not be a suitable option. Still, this option should be included when counseling your client.
      • If the buyer is requesting concessions, consider granting them or some watered-down form of them (again, according to market conditions). In case you haven’t heard, “Buyers received concessions—such as money for repairs and mortgage-rate buydowns—in a record 42% of home sales in the fourth quarter,” according to Lily Katz and Taylor Marr at Redfin.com.
      • Accept the offer.

      Other ways to counter an offer to purchase include countering the contract terms. 

      But, before you present any of the aforementioned responses, and depending on how long the home has been on the market, you may want to run a new check of recently sold homes to ensure that the market value hasn’t changed since the home was listed.


      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 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


        Toni’s last marketing material ordered was the Homes & Life Magazine (shown above). To learn more, Click Here.


        Congratulations, Toni Ann Callari, on winning this week’s contest!

        Toni had the following words to say about her success sending marketing out from ProspectsPLUS!,

        “I began using this vendor a little over a year ago for all of my mailings and recently for a new customized Homes & Life Magazine. The product quality is great, the design and ordering platform is user friendly, and the cost is very reasonable.

        The most important aspect for me, however, is customer service, and they deliver with high marks.

        Their Customer Service team is easily accessible and very responsive. Even their Chat reps are super helpful and very timely in their responses.

        The company also shows appreciation with special deals and discounts, which I have taken advantage of and never suffered any less quality or service; it never appears “gimmicky.” I would highly recommend partnering with ProspectPLUS! for high-quality professional marketing!”

        -Toni Ann Callari

        Toni, thank you for taking the time to share this extraordinary feedback. We truly appreciate you and your support.

        Don’t Forget to Enter For Your Chance to Win a $125 ProspectsPLUS! Gift Card! (see how below)*
        What Can You Do With a $125 ProspectsPLUS! Gift Card? Here are 5 Things:
        • Launch and pay for the first month of a Sphere or Farm Scheduled Campaign consisting of 130 jumbo postcards.
        • Send 130 jumbo Just Listed or Just Sold Postcards to a radius surrounding your listing.
        • Send 130 Jumbo Get More Listings postcards to an area where you want more listings.
        • Create a niche prospect list (empty nesters, move-up market, etc.) and mail 130 jumbo postcards.

        HOW TO ENTER: Just leave a review regarding how using marketing from ProspectsPLUS! has impacted your business, and you’re automatically entered into our next contest.

        Leave a review on Google HERE.
        Leave a review on Facebook, HERE.

        *If you’ve already entered our contest in the past and haven’t won, you don’t need to enter again. Your entry remains valid, and you still have a chance to win.

        Don’t forget to watch for next Friday’s email announcing the weekly winner!


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

        1. 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 are included, niche Markets, geographic farming, sphere of influence, and past clients. – Click Here

        2. 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

        3. 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


          Home sellers, so used to being in the real estate market’s driver’s seat, have no idea that they may soon be riding shotgun instead. The days of multiple offers for a home that sold overnight and for well over the asking price are dwindling.

          This doesn’t stop the runaway enthusiasm they’ll feel when Joe down the street lets them know about the crazy high price he got for his home. Neighbor Joe failed to remind these sellers, however, that his home sold months ago when prices and demand were still high.

          Now, this isn’t to say that the market is full of nothing but doom and gloom for home sellers. In fact, there’s an urgency in the air for homeowners who truly need to sell to get their homes listed before the market is full of doom and gloom.

          The good news for listing agents and their clients

          “Home prices will continue to rise, but at a slower pace,” according to Realtor.com’s 2023 Housing Forecast. With the recent barrage of negative media reports about the housing market, you at least have this silver lining to offer your listing clients.

          Here’s an example, and although it’s hyper-local to Minnesota’s Twin Cities, it’s an apt anecdote to pass on to your clients.

          Both the number of listings and the number of sales in the Twin Cities have declined. In fact, pending sales in November were the lowest in more than a decade, according to Jim Buchta at StarTribune.com

          Interestingly, home prices there continue to rise (the median sales price in November was 4.1% higher than this time last year), and homes are selling quickly.

          To add even more silver to the lining that nobody seems to be noticing is that Freddie Mac tells us that “… the average 30-year fixed-rate mortgage declined again to 6.31%,” Buchta says.


          The Real Estate Times Campaign is shown above. To see more, Click Here.


          More misconceptions

          A recent Zillow survey of real estate agents finds that home sellers are still operating under the assumption that they will receive more than their list price, entertain multiple offers and enjoy a quick sale. 

          They also don’t anticipate the possibility of having to eventually cut their list price to get the home sold.

          Although Zillow’s “… research finds a rapid drop in home values is unlikely,” the analysts there also predict that prices will pretty much flatten throughout 2023. By the end of next summer, prices will have increased by only 1.3%. 

          Additional rises in interest rates should also serve as a caution to any of your listing clients who are sitting on the fence. Urge them to put their home on the market now.

          Keeping your clients and potential clients up-to-date on market conditions is critical in a changing market. Providing the information against a backdrop of what it means to them personally is immensely valuable.


          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 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