Tuesday, March 19, 2024

Lisa Gray

666 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.

    In real estate, as in other businesses, it’s important to remember that you need to know who your “audience” consists of if you ever hope to effectively target them with your marketing. Many agents target “anyone who is breathing,” and that’s understandable. 

    It was how they generated leads as a newbie. They had little other choice. But, think back to those days. That type of marketing is not only expensive but time-consuming as well.

    As we grow into our business, we know better than to shoot arrows and hope something sticks. Target marketing is far saner and more efficient.

    Who is your audience on social media? It depends a great deal on the platform, first. Some are chock-full of folks you should be reaching out to, while others simply waste time and effort.

    It’s time to update our social media recommendations for real estate agents, and we begin with TikTok.

    First, let’s nail down your target audience 

    While it was somewhat lucrative to target first-time buyers in the past, you may want to change your strategy this year. They made up only 26% of last year’s real estate consumers, which is a huge drop from the previous year’s 34%, according to the folks at the NAR.

    With the country’s current wonky economy, don’t look for that number to improve this year.

    If you plan on sticking with the first-timers, you’ll be targeting folks in their mid-to-late 30s (NAR calls the 36-year-old “The typical first-time buyer.”) 

    Repeat buyers are always worth an agent’s consideration because of the very real chance that they also have a home to sell. This target’s age is 59 years.

    Your largest buyer pool will be the baby boomers, who comprise 39% of all buyers. Millennials have dropped to 28% of the pool.

    Finally, if you’re after listings, stick with older Gen X folks and baby boomers. “The typical home seller was 60 years old,” according to the NAR.

    When it comes to social media marketing, spend your time on platforms with the robust participation of baby boomers (folks age 59 to 77).

    Does that include TikTok?

    Not at all. Let’s take a look at who hangs out on TikTok.

    According to the platform’s survey of its users:

    • 80 million Americans are “active users” of TikTok.
    • The largest share of these users (60%) are age 16 to 24. “80% are between the ages 16-34.”
    • Although Gen X (age 47-58 in 2023) “is highly active on social media … less than 5% of them are on TikTok,” according to digital content provider Gitnux.com.
    • Baby boomers are almost invisible on the platform. Those who are age 55+ make up 5.1% of users. Throw in the next youngest demographic (age 45-54), and that number nudges up to about 13%, according to Oberlo.com.
    Your TikTok takeaway

    Unless you love hanging out there, we believe other platforms are far more worth your marketing time and effort (Facebook is one).

    Wherever you decide to market on social media, remember that your post needs to be relevant to your target audience.

    Check back soon when we look at Instagram and whether it’s worth your marketing time and energy.


    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 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 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

    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


      Barbara Jackson recently sent a postcard from the Call to Action Series, shown above. To see more, Click Here.

      Congratulations, Barabara Jackson, on winning this week’s contest!

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

      “Great experience working with ProspectPLUS!. The attention to detail is very impressive. I love getting the reminder emails when my postcards are being sent out on my scheduled postcard campaign.”

      -Barbara Jackson

      Barbara, thank you for this wonderful 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


        If your daily “busyness” consists of “… chasing online leads, slamming social media with videos, or banging the phones with cold calls” (thanks, Sarah Long) with limited results, you’re not alone. 

        And you’re probably a little on the stressed side. Burnout, by the way, is caused by stress. 

        The first step in dealing with burnout is recognizing and paying attention to it. If you don’t, you may end up in that growing pool of agents currently ditching the business.  

        And we really, really want you to stay. We are, in fact, your biggest cheerleaders.

        What does real estate burnout feel like?

        In the words of an agent friend, “It feels like I’m running out of gas, physically and emotionally.” 

        “Cynicism and detachment … feelings of ineffectiveness and lack of accomplishment” is how Sherrie Bourg Carter Psy.D. describes burnout at PsychologyToday.com.

        She goes on to explain some of the symptoms of a full-fledged burnout event:

        • Restless sleep and feeling tired most of the time.
        • Being forgetful, unable to concentrate. 
        • Loss of appetite. 
        • Feeling depressed or anxious. 
        • Quick to anger. 
        Who is at risk of burnout?

        According to the Chicago Tribune’s Ellen Jean Hirst, anyone whose work life is filled with “maniacally stressful days” is at risk. She goes on to state that those in positions where they frequently feel out of control are also good candidates for the condition.

        Not knowing which way the real estate market will turn and when unsure if and when the next commission check is coming can make an agent feel out of control.

        Experts say, however, that women are more prone to stress-induced burnout than men.

        Can we avoid burnout?

        Reducing your stress level will go a long way in helping you to avoid burning out. “Many stress management techniques are skills that are learned rather than activities we do naturally,” suggests Elizabeth Scott, Ph.D., at verywellmind.com.

        Thankfully, there are apps to help you learn these skills. Find a favorite and use it daily. Here are a few to get you started:

        • Calm (track your moods, meditate)
        • Personal Zen (science-based app for handling anxiety and stress and developing positive habits.
        • Insight Timer (“… free app for sleep, anxiety and stress”)

        This uncertainty in the market won’t last forever, so get yourself pumped about the future. Plan to join your colleagues at a real estate convention and attend the educational opportunities offered. Or take a vacation. Yes, a vacation.

        Take short breaks throughout the workday. Get outside, enjoy some fresh air, and exercise while you allow your thoughts to wander. This is especially effective if you can get into nature, even if it’s just the local park.

        New agents might consider a mentor. Is someone in your office willing to allow you to shadow him or her? 

        A study of real estate agents found that 80% are optimistic about their futures in the real estate industry. You can be, too, if you take care of yourself and curb the stress in your life.


        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 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

        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

          Al Roppolo recently launched the Real Estate Times Postcard Campaign, shown on left. To see more, Click Here.

          Congratulations, Al Roppolo, on winning this week’s contest!

          Al had the following words to say about his success sending marketing out from ProspectsPLUS!,

          “Great experience working with ProspectPLUS!. The attention to detail is very impressive. Love getting the reminder emails when my postcards are being sent out on my scheduled postcard campaign.”

          -Al Roppolo

          Al, thank you for this wonderful 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