Monday, February 18, 2019

Lisa Gray

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.

Presentations that close

You can blink your eye three times in the time it takes a person to judge your trustworthiness and competence just by looking at your face, according to research conducted by Princeton University.

Yet, the real estate industry is confounded that most real estate consumers go with the first agent they meet and that so many homeowners spend only one day choosing a listing agent.

As with all things real estate, time is of the essence during the listing appointment, so let’s take a look at how you can ensure the homeowner’s first impression is a winning one.

It starts with fact gathering

Whether it’s a cold call or a response to a Free Offer postcard, how you handle that first contact with a potential seller will pave the way to a successful listing presentation. In fact, this is the time to gather as much information as possible about the home and the owner.

The National Association of Realtors offers a list of questions to have ready for your next listing appointment:

  • Why are you selling your home?
  • How soon do you need to sell?
  • Do you have a ballpark price in mind?
  • Tell me about your home – how long you’ve lived there, what you like best about it and whether you’ve performed any renovations or major repairs.
  • In your opinion, what makes your home different from others in the neighborhood?

When you set the appointment, let the homeowner know that all decision-makers should be present.

Before compiling the CMA, take a tour of every home currently for sale in the seller’s neighborhood and a drive-by of sold comps.

As most listing agents know, potential home sellers are keenly aware of current listings in the area and will many times bring them up during a listing appointment. Rather than being embarrassed that the homeowner knows the local market better than you do, be the agent who is completely up-to-date on the local market.

Now you have the information necessary to put together the CMA. For the rookies out there, here is a list of quick tips to help you out with that:

  • Generics won’t make you stand out. Every home and every seller is different. Customize your presentation to a specific home and neighborhood.
  • Even if you use a digital presentation, ensure that everything in your hard copy is professionally printed. Your competition won’t bother using the color printer, which is why you must. From your branding to the graphics and photos, color grabs attention and gives the impression that marketing is your forte.
Powerful first impressions

Remember how quickly we form first impressions? One of the best ways to ruin your chances is by being late for the listing appointment. No excuse on earth will work just show up on time. Before you leave your car, turn off your phone, take a deep breath and relax. Remind yourself to smile and make eye contact as the homeowner opens the door.

Steer the participants to a place where it will be easier to maintain eye contact with everyone who is present. A round dining table is ideal. Then, break the ice with a statement such as, “Driving over here, I was thinking about how excited I am about this meeting,” this lets them know that you’re confident and have exciting things to share.

Another suggested ice-breaker is to ask a question. Engaging the homeowners immediately will help you make a quick connection. While every listing agent is different in how they conduct a listing presentation, most that we’ve spoken with share the following:

Homeowners want to know that you’re truly listening to them. Making eye contact conveys that and taking notes as they speak shows you are serious about remembering what they’re saying.

Assume the close

While some agents we’ve spoken with wait until the end of the presentation to assume the close, others do so throughout the presentation.

Here’s a brilliant example we read about at ActiveRain. Draw up two lists of services – one the basics, and one with the extra services you offer your listing clients.

Then, when explaining your services during the presentation, start with the basics – the stuff that is standard in your area. Then, whip out the second list and, as you tick them off, stop occasionally to ask if this is a service they want you to provide.

For instance, “Will you want aerial photography as well as the 3-D home tour?” Or “Do you want me to hold open houses?”

Although we don’t expect these tips to be everything required to beat the listing presentation willies, they offer ideas on how to prepare. And, knowing you’re prepared is calming. And, when you’re calm, you’re confident and unbeatable!

Send out at least 100 Free Market Statistics postcards from the Call to Action Series to an area where you would like more listings and get that killer presentation ready.

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 4 free ways we can help you have an INVINCIBLE 2019!

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. 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

 

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, Listing Inventory, Geographic Farming, and Sphere of Influence – Click Here

 

4. 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

Also…check out these game-changing tools!

 Three Click Postcards – Just snap a home photo & create a postcard all from your mobile phone

MLSmailings.com – Automated Just Listed, Just Sold Postcards

Market Dominator System – Become a neighborhood brand & achieve 20% market share

Want to Refer a friend or colleague? Refer them, Here. THEY get a Free $25 Gift Card and YOU become their hero. BTW, you also get a $25 Gift Card too (now that’s what I’m talking about)!

Our business flourishes from recommendations just like yours and we truly appreciate your review of our products and services – Review us here 

Every step forward this year is a step toward achieving something bigger and better for you and your business!
Please reach out to our support team (866.405.3638) if there is any way we can help with your success.
Wishing you a year filled with Bigger & Better,
Your ProspectsPLUS! Team

Stand out in a Sea of Agents

Multi-channel marketing is a vital strategy for real estate agent lead generation. With a comprehensive approach, you’ll increase the odds of being found in an overcrowded sea of other agents.

Naturally, not all multi-channel marketing programs include the same elements. Agents typically choose a combination of social media, blogging, door knocking, cold calling, email, and direct mail, among others.

Let’s take a look at some of the upcoming direct mail trends you may encounter in 2019.

The nay-sayers are misinformed

If you’re like me and keep up with real estate marketing trends, you’ll notice periodic comments that “direct mail can be hit or miss.”

This often comes from sources selling real estate websites, landing pages, and digital marketing solutions. Naturally, they have a reason to steer people to website and digital options for lead generation.

You might wonder how we’re so certain about our belief in direct mail marketing as the end-all, be-all.

First, we have witnessed the success of direct mail campaigns throughout our 19 years in the real estate marketing industry. In addition, we have statistics to back up our statements.

Direct mail stats say it all

Statistics such as the recent study from the United States Postal Service that finds direct mail marketing boasts a 5.1 percent response rate. Now, compare that to some popular digital marketing methods:

  • Email, 0.6%
  • Paid search, 0.8%
  • Social media, .04%
  • Online display ads, 0.2%

The reality is that direct mail advertising delivers a “700% greater response than all digital response rates combined,” according to the Data and Marketing Association (DMA).

In 2019 consumers will be demanding more personalized marketing. You’ll be glad to know that there’s research out there that drills down into exactly who your best direct mail recipient is: baby boomers and millennials.

More than 80 percent of the former consider direct mail a trusted source, according to AmericanExpress.com. In addition, 90 percent of millennials claim that direct mail advertising is a “reliable resource.”

Any research that helps you target your preferred audience for any given campaign is important. And, since millennials and baby boomers make up the bulk of real estate consumers, keep these statistics in mind when preparing your 2019 marketing plan.

Your 2019 ROI with direct mail

Different marketing strategies offer varying levels of a return on your investment. Cold calling, for instance, “costs at least 60% more per lead than other methods,” according to a Hubspot report.

Direct mail in 2019 is about to get a bit more expensive for agents who send letters. Stamps.com reports that the USPS is set to hike some postage rates on January 27, 2019. Although it will only be a few cents (the hike varies according to how you’re mailing), it’s important to factor this into your 2019 marketing budget.

The good news is that there will be no rate hike for sending real estate postcards, so no hit to your ROI from postcard marketing.

As it stands, direct mail marketing offers the third-highest ROI of all formats, according to the DMA (only email and social media marketing best it.)

Consider pairing direct mail with an email campaign for an even better return. “Direct mail and email are like the peanut butter cup of marketing: two great tastes that taste great—or even better—together,” according to Allan Greer of ABABankMarketing.com.

“When used in combination, direct mail and email can yield response rates of up to 35% compared with standalone campaigns using either channel,” he concludes.

Look for increased targeting opportunities in 2019

If you’ve been farming for some time you know just how the entire direct mail landscape has changed over the years. No longer are you forced to blanket a community or ZIP code, sending mailers to every home.

The data at our fingertips right now enables agents to build marketing campaigns based not only on demographics but on life events (divorce, death, new job) and even behavior.

Consider using some of this data in 2019 to better target your ideal client and improve your ROI.

No, direct mail marketing isn’t the “silver bullet,” of lead generation, but it’s the ideal inclusion in a multi-channel real estate marketing plan.

Start 2019 right, send the Retiring Soon postcard from the Life Events Series to a list of baby boomers in your area.

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 4 free ways we can help you CRUSH IT in 2019!

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. The Free 2019 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

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, Listing Inventory, Geographic Farming, and Sphere of Influence – Click Here

4. 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

Also…check out these cool tools 

 Three Click Postcards – Just snap a home photo & create a postcard all from your mobile phone

MLSmailings.com – Automated Just Listed, Just Sold Postcards

Market Dominator System – Become a neighborhood brand

Our business flourishes from recommendations in the same way yours does. We would be very grateful for your recommendation of our products and services – Recommend us here

Want to Refer a friend or colleague? Refer them, Here. THEY get a Free $25 Gift Card and YOU become their hero. BTW, you also get a $25 Gift Card too (now that’s what I’m talking about)!

THERE ARE 3 WINNERS IN OUR GINORMOUS DECEMBER CONTEST!
1st PRIZE – The  Apple iPhone XS Max!
2nd PRIZE – A $250 ProspectsPLUS! Gift Card! 
3rd PRIZE – A ProspectsPLUS! $100 Gift Card

 

And, the Winner of the 1st Prize is…Heather Legg!

Congratulations Heather on winning the iPhone SX Max!

Heather shared the following experiences with ProspectsPLUS!

“The Just Sold postcards work! One set of postcards around a listing I recently sold has given me 3 solid leads for buyers and sellers!

Heather’s Latest Marketing Pieces Include – Real Estate Newsletter, Upload Your Own, Just Sold, Free Home Market Analysis postcards


2nd Prize Winner is – Jennifer Ingiald

Congratulations Jennifer on winning a $250 ProspectsPLUS! Gift Card

Jennifer shared the following experiences with ProspectsPLUS!

“The ProspectsPLUS! website is so easy to use to create beautiful marketing postcards that yield results!”

“Customer Service is always so helpful if you have any questions. I would definitely recommend ProspectsPLUS!”

Jennifer’s Latest Marketing Pieces Include – Just Listed, Just Sold, Listing Inventory marketing postcards


 3rd Prize Winner  is – Jeff Winters

Congratulations Jeff, on winning a $100 ProspectsPLUS! Gift Card

Jeff shared the following experiences with ProspectsPLUS!

“Their website is very easy to use and cost effective. I use ProspectsPLUS! for my Just Listed and Just Sold Postcards

Jeff’s Latest Marketing Pieces Include – Holiday & Just Sold marketing postcards 


Take the lead from Heather, Jennifer, and Jeff and send at least 100 direct mail Marketing postcards to an area where you want more buyers or sellers!
And, don’t forget, everyone who entered our contest receives a complimentary copy of our New Book, “Become a Listing Legend!
Get your ebook HERE

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!

I know this business owner who has a brick-and-mortar yoga and athletic wear boutique. She also has an amazing e-commerce website on which she spent a whole lot of time and money. While the website still takes a good chunk of her time, it does practically no business.

Because she’s too busy to market her website and too frugal to hire someone to help her.

Unfortunately, she is one of many small business owners who feels she has to wear all of the hats. Sort of like real estate agents, right?

She is, however, sitting on a goldmine in that website. She knows it but feels helpless to do anything about it.

The best way to get rid of the stress of having too much to do and little time to do it, of feeling helpless to keep up with everything, is to outsource.

“There are times when you should think about shifting the workload to others, so you can devote more time and energy to the areas that will best grow your business,” according to Amy Vetter at Inc.com.

She goes on to say that small business owners should consider outsourcing anything that requires “specialized skills,” such as accounting, graphics or website design and copywriting. Tasks that are “routine, procedural or recur in cycles,” such as posting to social media and answering emails.

While there are numerous tasks suited to outsourcing, three stand out as especially valuable to the busy real estate agent. 

Blogging

The best way for an agent to compete with the big Google first-page leaders is by publishing lots of hyper-local content to their blogs. By “lots,” the experts recommend posting at least once a week, but more often is better.

Experts also say that for Google to consider your content valuable enough for first-page placement, it needs to be long—at least 1,000 words, but, according to Sam Hollingsworth at Search Engine Journal, the “average content length for Page 1 results is around 1,900 words.”

Do you have time to pound out 2,000 or even 1,000 words per week to post to your blog? And, if you do, it means you’re neglecting other parts of your business.

Outsource the project to a professional writer (from the U.S.) that has experience in the real estate industry.

Yes, it costs money, but the fees are tax deductible and, if you hire the right person, you’ll see a definite return on your investment.

Social media tasks

It’s not enough to write and post to your blog; you also need to promote the posts. Social media platforms (especially Facebook and LinkedIn) are the best places to do this.

Again, social media marketing is one of those time-consuming tasks that are better handed off to someone else.

If you make the big bucks, hiring a social media manager is a brilliant idea. This person can not only promote the blog posts but come up with a social media campaign that includes ads, contests and other real estate lead generating tactics.

If you lack the funds of a top producer, consider hiring a virtual assistant. You can find them at online freelance platforms such as Upwork.com or by Googling “real estate virtual assistant.”

The beauty of hiring a virtual assistant is that he or she can handle other repetitive tasks, such as CRM maintenance, responding to emails and transaction coordination.

CRM management

To most agents, the CRM is the lifeblood of their real estate business—it’s the tool that helps agents consistently build and maintain relationships.

And, relationships are the name of the game in real estate, right?

It takes a big chunk of time to maintain your database, according to Hubspot Research’s State of Inbound 2018. More than 27 percent of salespeople who took part in the research said they spend more than “an hour a day on data entry work instead of selling.”

One hour or more. That is time that’s better spent having coffee with a past client, calling warm leads or working your sphere.

Then there are the agents who just can’t seem to find a spare minute in their day. How much business do you suppose is lost each year because agents don’t have the time to keep up with CRM maintenance or the will to hire someone to help?

Real estate’s top producers have an exercise that will, spending significantly more on their CRM than other agents.

Determine exactly what you need to have done and how often, when outsourcing the management of one of your most valuable tools. Here’s a list to get you started:

  • Implement segmentation
  • Add new contacts and leads
  • Add notes and updates on contacts
  • Update leads according to their location in the pipeline
  • Schedule follow-ups
  • Manage transactions

Then, go about finding and hiring someone. A virtual assistant, knowledgeable about CRMs, would be the ideal hire.

By outsourcing tasks that don’t require you to be hands-on, you’ll free up more time to spend on those that do, like building and maintaining relationships.

Another time saver is to automate your Just Listed Just Sold postcards in 2019.
Go now and get started with this incredible game-changer.

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 3 free ways we can help you STILL CRUSH IT 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. The Free 2019 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

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, Listing Inventory, Geographic Farming, and Sphere of Influence – Click Here

4. 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

Also…check out these cool tools 

 Three Click Postcards – Just snap a home photo & create a postcard all from your mobile phone

MLSmailings.com – Automated Just Listed, Just Sold Postcards

Market Dominator System – Become a neighborhood brand

The Power of a Recommendation. Our business flourishes from recommendations in the same way yours does. We would be very grateful for your recommendation of our products and services – Recommend us here

Want to Refer a friend or colleague? Refer them, Here. THEY get a Free $25 Gift Card and YOU become their hero. BTW, you also get a $25 Gift Card too (now that’s what I’m talking about)!