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.

    Depending on the condition of the real estate market, preparing a CMA for a listing appointment can be either a snap or it can cause you to go into a total breakdown. 

    The latter is an exaggeration, but when a market is in flux, a CMA can be challenging to put together.

    In a market with rapidly rising home prices, you’ll find that recent home sale prices haven’t caught up to what is actually happening with current sales. In a declining market, the same is true, and you’ll run the risk of overstating market value. 

    In a nutshell, both transition markets present a conundrum for the listing agent because “… comparable properties reflect yesterday’s home sales rather than the present market value,” which is higher or lower “… than it was even a few weeks earlier,” suggests Carrie B. Reyes at Firsttuesday Journal


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


    The CMA

    For the benefit of the newbie, in a nutshell, compiling a CMA involves the following steps:

    • Go through the MLS to find recently sold listings and gather three to five that most match the subject property in age, size, number of bedrooms and bathrooms, and lot size.
    • In a normal market, you would choose comps that sold within the past six months. In a transitioning market, grab comps that have sold most recently.
    • Typically, you would restrict your comps to within one mile of the subject property. Again, you may have to adjust this proximity outward in the current market.

    Back in 2007, the experts at Fannie Mae put together a guide for appraisers entitled “Fannie Mae Addresses Declining Market Issues,” a copy of which can be found at AppraisalInstitute.org.

    You’ll find that some of the information included addresses how to deal with a more rapidly declining market than we are experiencing right now, but there are other useful tidbits you can take from it as well. 

    Naturally, if this current market transition isn’t your first rodeo, you’ll sail through the market evaluation process with no problem. Less experienced agents, however, may find themselves in a panic or, worse, end up overvaluing their listings.

    This is where a mentor would come in quite handy. Lacking such a goldmine of information, you may want to run your final analysis by your broker to ensure it fits current market conditions.


    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

    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


      Pat’s last marketing postcard she sent was from the First Time Buyer Series (shown above). To see more postcards from this series, Click Here.


      Congratulations, Pat Ridout, on winning this week’s contest!

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

      “I love how easy and resourceful ProspectsPLUS! is, I can find any type of marketing I need. Great Job ProspectsPLUS!

      – Pat Ridout

      Pat, thank you for taking the time to share your 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


      The Take a Listing Today Podcast


        Jillian recently sent a postcard from the Comfort Food Recipe Series (shown above). To see more postcards from this series, Click Here.


        Congratulations, Jillian Handler, on winning this week’s contest!

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

        My team members and I have made multiple purchases and can’t say enough great things about ProspectsPLUS! and their products and services! There are so many options, and editing and creating something unique is easy. They are my go-to for real estate marketing.”

        – Jillian Handler

        Jillian, thank you for taking the time to share your 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


        The Take a Listing Today Podcast


          Those brake lights you see up ahead? Some are from home prices, while others are from buyers and sellers, confused as all get out about what’s in store for the housing market.

          What we do know is that home prices are decreasing, homes are remaining on the market longer than we’re used to, and mortgage rates are rising. 

          As of this writing, the average rate for a 30-year fixed mortgage is 7.24%. We’re looking at 5.62% for a 5/1 ARM, which many buyers are pursuing right now. The current inflation rate is 7.75% (the long-term average is 3.27%).

          So, what is in store for next year? As we all know, no economist has a crystal ball, and most are all over the place when it comes to predicting the 2023 economy and, specifically, the housing market.

          If things have slowed down a bit in the days ticking down to the start of 2023, use this time to prepare your business as if the ‘busy season’ promises to be gangbusters. 

          In other words, “Hope for the best, prepare for the worst.” 


          The Get More Listings Scheduled Campaign is shown above. To learn more, Click HERE.


          Clean up your CRM

          Even the most robust CRM is ineffectual if it’s brimming with bad information. While fixing the problem is time-consuming, the importance of doing so can’t be overstated. Here are a few steps to consider:

          • Get rid of any duplicate entries. There’s nothing more unprofessional and impersonal than sending duplicate information to the same recipient.
          • Now go through the database and rid it of entries for which there is no contact information. 
          • Pull up all contacts with whom you have a personal relationship, be it friends, family, former coworkers, etc. Have any of them had a change of address? A divorce? Automated emails to couples when they are no longer couples not only make you look out of touch but also insensitive. If you’re unsure of any contact information, reach out to them.
          • Get rid of the wild-goose chases. This isn’t easy to do, we know. Take your time with this part of the process, studying each entry to determine how much time and effort you’ve expended and what you honestly think you’ll get out of it in the end. Any that seem like a waste of time should either be placed in a “barely breathing” category or deleted.
          • Think about marketing campaigns for the leads in your CRM. This one, too, sounds easier than it truly is, especially if you haven’t yet completed your 2023 business plan, but it’s still doable. Remember, your SOI and ‘hot leads’ require a different approach than those folks you don’t know and/or are still on the fence about buying or selling. Once you’ve settled on the campaigns, get them scheduled so that touches are delivered consistently throughout 2023.

          Nothing you do now is set in stone, so relax. Your CRM requires input all year, but now you will have a plan to nurture new contacts.

          Happy 2023!


          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 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