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Friday, December 5, 2025

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.

    Realtor.com is out with its 2019 hottest ZIP code list. And, no, a California ZIP code is nowhere to be seen among the top 10. In fact, nothing along the west coast made it into this elite bunch of hot real estate markets.

    The list seems to make the case for how downright unaffordable many markets are today. It appears that folks are fleeing Seattle, Boston, New York City, San Francisco, Los Angeles and San Diego for the saner-priced regions, mainly in our country’s midsection.

    Homes for sale in the ZIP codes we’re about to highlight spend, on average, 17 days on the market and get 3 times more views than homes in other markets.

    Lucky you if you serve one of these ZIP codes.

    1. Grand Rapids, Michigan (49505)

    Knocking Colorado Springs out of the top spot (it now sits at number 10), Grand Rapids, Michigan is the belle of the nation’s real estate ball. So much so that it’s driving the state’s steady population growth.

    The 49505 ZIP code covers an area north of downtown Grand Rapids. It “includes a portion of the Grand River, Kent Country Club and four large parks,” according to an unnamed writer at MLive.com.

    The “Did You Know” postcard from the Expired Series is available in the postcard section of ProspectsPLUS.com

    So, who is moving here and why?

    Millennials, according to the Realtor.com study, make up nearly half of purchase mortgages in 49505 and they comprise 73 percent of the people who recently moved into the area.

    This population boom is most likely the result of all the good press the city has received over the past year or so, such as Insurify.com naming Grand Rapids the Best City for Singles in Michigan.

    Then, there’s the CNN kudos to the city as one of the 15 Best Beer Cities Around the World.

    We think one of the biggest draws, at least for millennials, is the jobs market. “Business Facilities named Grand Rapids the top mid-sized city in the U.S. for economic growth,” according to MLive.com.

    The area’s largest employer is Spectrum Health, with about 25,000 employees.

    This particular ZIP is popular with families and they’re snatching up homes for sale within 10 days of them hitting the market, willing to fork over $178,050 (median list price).

    If you aren’t familiar with the area, take a look at what’s listed for sale. It’s no wonder millennials are flocking to this area of adorable homes.

    1. Omaha, Nebraska (68144)

    Folks looking for a snappy commute to work may be part of the reason this Omaha ZIP code ranks number two in hotness. Seventeen minutes, door-to-door, according to ZipDataMaps.com.

    Here, folks can buy a home at an average list price of $238,950, and the pace of the real estate market isn’t quite as frenzied as the one in Grand Rapids. Here, homes stay on the market for 21 days, on average.

    Just 12 miles from downtown Omaha, it’s far enough away for millennial homebuyers to feel isolated from the hustle and hum of the city, but close enough to take advantage of the conveniences.

    Jobs abound in the area, especially for those in the healthcare arena and they tend to pay better than in other parts of the country.

    The “Four Questions” postcard from the Expired Series is available in the postcard section of ProspectsPLUS.com

    “Millennials in 68144 make significantly more than the national median for millennials at $73,902 and $62,280, respectively,” according to the Realtor.com report.

    1. Boise, Idaho (83704)

    It’s no surprise that Boise has moved up three notches since last year’s Hottest ZIP Codes survey. Folks are moving there in droves, driving up home prices.

    This particular ZIP is west of downtown Boise and boasts a number of amazing ethnic eateries and plenty of parks. While it was once a mecca for retirees, the past few years have seen more young professionals moving in, taking advantage of the nearby family-type amenities.

    Jobs are primarily of the tech variety, so if you work in this market, you’re most likely seeing a lot of Silicon Valley “refugees,” fleeing the high-tax, high-home price atmosphere of the Golden State.

    Most homebuyers in 83704 are 35 to 44 years of age (older millennials and younger Gen Xers). They’re picking up homes for a median list price of $289,950. DOM here is 14 days.

    1. Shawnee, Kansas (66203)

    There’s Shawnee, Kansas and then there’s Old Shawnee, which is tucked away in the 66203 ZIP code. Realtor.com calls it the “quintessential Midwestern suburb,” with a “walkable downtown.”

    It also has a robust real estate market without the over-inflated prices in so many other markets. In fact, buyers are picking up homes with a median list price of $220,050.

    The lure, according to the study, is the area’s proximity to Kansas City and its various amenities. But the jobs picture is nothing to sneeze at. Unemployment in Shawnee is at a 20-year low, several companies are choosing to relocate to the area and the proposed Project Homeland industrial park is projected to add another 1,500 jobs to the market.

     Rochester, New York (14609)

    This ZIP code includes Homestead Heights, the “Most Diverse Neighborhood” and the neighborhood with the second-lowest-cost of living in Rochester.

    While the Wall Street Journal chose Rochester as “the city with the worst job market among top metros,” Realtor.com’s IDX is getting lots of views from folks looking to move.

    What do they see that belies the high unemployment rate and bleak jobs outlook?

    The president of Rochester’s Chamber of Commerce claims that the city’s growing healthcare industry, coupled with the local colleges and universities act as a magnet for tech companies.

    The city is going through a renaissance of sorts, he claims.

    Then, there are the exceptionally low home prices — $125,050 is the median list price. For young professionals seeking to get a start in life, 14608 may just be the place to consider.

    Don’t fret if your market didn’t make Realtor.com’s list. Ellie Mae’s Millennial Tracker tells an entirely different story.

    Millennials (the largest homebuying pool) bought 68 percent of the homes for sale in Hobbs, New Mexico between July and September of this year. Coming in behind Hobbs is:

    • Batavia, NY – 63%
    • Laurel, MS – 63%
    • Dodge City, KS – 62%
    • Platteville, WI – 62%

    In fact, none of Realtor.com’s hottest real estate markets got a large enough share of millennial homebuyers to rank on Ellie Mae’s list.

    The “Make Sure it Doesn’t Happen” postcard from the Expired Series is available in the postcard section of ProspectsPLUS.com

    Next year is looking rosy for the fortunate agents who work in these ZIP codes.

    Send the Make Sure it Doesn’t Happen postcard from the Expireds Series to home sellers with expired listings.
    Need help targeting the Expireds? 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. The 12 Month Done-For-You Strategic Marketing Plan – NEW 2020!

    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

     

     

    2. The Free One-Page Real Estate Business Plan – NEW 2020!

    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. Get the ALL-NEW Real Estate Marketing Guide “CRUSH IT” 

    The “Crush It” Guide includes easy steps to launching an effective direct mail marketing campaign, how to create a targeted mailing list, the perfect way to layout marketing materials for success, seven opportunities available to target in your area right now. –Click Here

     

     

     

    4. 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

     

     

     

    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

      A couple of years ago, I read an article about a woman in St. Paul, Minnesota who, for 15 years, had led exercise classes twice a week.

      Why this caught my interest is that this woman, Loretta Taggart, was 100 years old, which means she began her exercise-training career at age 85.

      Taggart chalked up her longevity and stamina to three things: “Moderation, attitude, gratitude … that’s it,” according to KARE-TV’s Jana Shortal.

      The Big Thanks postcard is available in the postcard section under the Customer Appreciation Series.

      Since we’re approaching Thanksgiving, this is the perfect time to discuss the many benefits of gratitude.

      Gratitude and the soul

      An attitude of gratitude doesn’t often happen naturally; it’s something that may require conscious practice. But, the practice is well worth the results, according to researchers at the Greater Good Science Center, UC Berkeley.

      “People who practice gratitude report fewer symptoms of illness, including depression, more optimism, and happiness, stronger relationships, more generous behavior . . .”

      This increased happiness leads to more success in life, they continue.

      Which flies in the face of most of our beliefs. Starting at a young age, most people believe that they’ll reach a state of happiness once they’re successful.

      Turns out, that’s backward. Living a life of gratitude is the first and most critical step to success and happiness. In fact, the roadmap to success involves three steps, according to the researchers:

      • Step one: Gratitude
      • Step two: Happiness
      • Step three: Success

      Other perks inherent in an attitude of gratitude include an increase in “financial patience,” according to a study cited in the journal Psychological Science.

      Why is this important to real estate agents?

      Think about how many in your ranks fail to reach out to those in their database. Instead, in their pursuit of “now business,” they chase after new leads. This, despite clear evidence that real estate consumers are ready and willing to work with the agent they used in the past.

      It’s that old “immediate gratification” thing. The one thing that makes us spend too much, smoke too much, eat too much.

      The Thank You postcard is available in the postcard section under the Customer Appreciation Series.

      Anyway, back to the study. Researchers learned that the amount of gratitude felt is in direct correlation to the degree of patience one exhibits.

      How to get that powerful gratitude juice?

      Ok, without getting too “woo-woo” on you, cultivating an attitude of gratitude starts with counting your blessings.

      Every day.

      Start a “gratitude journal” to help you out, jotting down those little blessings that made you feel grateful.

      Apparently, just the act of journaling your appreciation for the small blessings in your life will help build happiness, according to psychologist Sonja Lyubomirsky.

      Her research shows that journaling just once a week (for six weeks) is ideal and that “people who wrote three times a week” didn’t experience a similar boost in happiness.

      Don’t just create lists in your journal. Give some thought to how your life would look and feel without a particular person or event that makes you feel grateful and then journal about it in detail.

      Surprises, by the way, are something to savor, especially if they result in instant gratitude, according to Toby H. Birnbaum, J.D and Hershey H. Friedman, Ph.D.

      “Try to record events that were unexpected or surprising, as these tend to elicit stronger levels of gratitude,” they suggest.

      Even nasty surprises, however, may offer a valuable lesson or insight; something to definitely be thankful about.

      Real estate agents may find that free time with their families, new clients, a colleague that goes out of her way to help or a challenging transaction that met with success ends up in their journals.

      The peaceful calm you feel when petting your dog, the love that surges when you hear your child’s laughter, a warm smile from a total stranger – these are also things to consider if they make you feel grateful.

      Use tech to help you out

      If you prefer using a pen and a bound journal, by all means, go for it.

      If, on the other hand, you prefer tech, we’ve rounded up some journaling apps to make the task a little easier.

      Android gratitude journal apps:

      iOS gratitude apps:

      The Thinking of You postcard is available in the postcard section under the Customer Appreciation Series.

      This year, as always, we’re grateful for you. Thank you!

      Send the Thinking of You postcard from the Customer Appreciation Series to all of your past clients. Let them know you’re thinking of them and here to help with anything they may need.
      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. The 12 Month Done-For-You Strategic Marketing Planner – NEW 2020!

      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

       

       

       

      2. The Free One-Page Real Estate Business Plan – NEW 2020!

      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. Get the ALL-NEW Real Estate Marketing Guide “CRUSH IT” 

      The “Crush It” Guide includes easy steps to launching an effective direct mail marketing campaign, how to create a targeted mailing list, the perfect way to layout marketing materials for success, seven opportunities available to target in your area right now. –Click Here

       

       

       

      4. 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

       

       

       

      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

        What a year, right? With 2019 pretty much in the rearview mirror, the experts are whipping out their crystal balls to prognosticate what we can expect from the 2020 real estate market.

        The only problem is that the future seems foggy to most of them

        On a national level, “The housing market is in the midst of a normalization period, one that is characterized by slowing price growth, moderate sales and new supply that is slow to market,” Ralph McLaughlin, deputy chief economist at CoreLogic, according to Suzanne Da Vita at RisMedia.com.

        “Hey, that doesn’t describe my market!” we hear ya’all yelling.

        And, for good reason. The “location” 3x thing isn’t just a mantra but a rule when it comes to discussing the real estate market. It’s the hyper local that matters to the ones asking the questions.

        Then there’s the fact that home prices have slowed their upward trajectory, “but could potentially resurge, as demand picks up,” claims Da Vita. Notice the hedging of the bets there.

        Another guy says we’re approaching the “end of the cycle,” but he doesn’t foresee a collapse or even a strong correction.

        See what we mean by “fog” in the crystal ball? It’s more of a looking glass in many ways.

        The Too Much House postcard is available in the postcard section under the Life Events Series.

        So, regardless of whether the economy contracts (no surprise there; we’re overdue), the yield curve inverts or the real estate market corrects, who will you be working within 2020?

        That depends

        Your 2020 listing clients will, hopefully, come as a result of your 2018 and 2019 marketing efforts.

        Who was your target? Aside from buyers and sellers in general, if you leaned more toward one than the other with your 2019 marketing efforts, concentrate on that group now until spring.

        The same goes for the agent pursuing referrals from past clients and their sphere, those with a specific niche and agents who farm.

        Looking for listings?

        If it’s potential sellers you’ve been pushing down the sales funnel (with consistency, we hope), 2020 may be the year a lot of them pop out of the bottom (one can only hope, right?)

        NAR studies find that the average age of a home seller is about 45 (a 25 percent share of the seller pool).

        “Sellers age 64 to 72 made up the second-largest share of sellers at 22 percent with a median age of 68,” according to the 2019 Home Buyer and Seller Generational Trends report.

        Baby boomers are aging out of homeownership in increasing numbers, so it wouldn’t be surprising to see the share of older sellers increase in 2020.

        Whether the move is to senior living communities, managed care or a desire to downsize or be nearer to the grandkids, many of your potential sellers in 2020 will likely be in the 65 and older age group.

        The Watch Out For Instant Offers postcard is available in the postcard section under the iBuer Series.

        Since the majority of real estate agents are in (or very close to) baby boomer age, you’ll have no problem appealing to them. If you’re younger, read up on generating baby boomer real estate leads and how to work with them.

        Don’t let iBuyers woo your seller leads

        After a lifetime of living in the same home, the thought of the work required to prepare the home for the market may be daunting, so many would-be sellers are getting letters from iBuyer companies on a weekly basis.

        Steer them from these disrupters by letting them know that:

        • They’ll lose a pretty significant chunk of their equity. “In all, the typical cost to a seller [using an iBuyer] appears to be in the range of 13% to 15% depending on the iBuyer vendor,” according to research by Collateral Analytics.
        • Show them proof:
        Courtesy of Collateral Analytics
        • You may also want to debunk the iBuyer claim that selling with them is quicker. Last year, it took 64 days, from listing to close (national median) to sell a home with a broker (probably quicker in 2019).

        Most iBuyers promise that the longest their process will take is 70 days

        It’s also time to remind potential sellers that inventory is still squeaky tight and demand high and they should strike now, while interest rates are still attractive to homebuyers.

        Let them know that some housing industry experts believe that the market will shift away from seller-favorable to a more beneficial buyers’ market sometime later in 2020.

        “We anticipate 2020 to continue to shift away from a seller’s market, especially if GDP slows and inventory ticks up,” McLaughlin says.

        Urgency – that’s the ticket

        Now is the best time to go through your CRM and pick out your seller leads in the older demographic. Drip on them from now until spring, with valuable and urgent information on selling.

        Don’t discount the Gen X upsizer

        Remember that the average age of a home seller is 45, putting that group in gen X (age between 44 and 55 in 2020).

        This group of around 62 million made up the largest group of sellers last year and 60 percent of them were looking to upsize, according to a Value Insured study.

        Many of these folks are still raising families, believe it or not. The Pew Research Center finds that “In 2014, 80% of women ages 40 to 44 with a Ph.D. or professional degree had given birth.”

        Meaning those highly educated moms have 6-year olds. But having little ones in the home isn’t the only reason this cohort is looking to sell and buy a home.

        Members of Gen X make up the largest pool of larger and multi-generational homebuyers. More than half of them did so to accommodate adult kids who are moving back in with Mom and Dad, according to NAR.

        The Best Time postcard is available in the postcard section under the Get More Listing Series.

        No, we haven’t neglected our ProspectsPLUS! buyer agents. We’ll have a rundown of what you can expect in 2020 soon.

        Send at least 100 The Best Time is Now postcard from the Get More Listing Series to an area where you want more listings.
        You might also like:

        Get the Attention of Expireds & Win Their Listing – 2 Killer Tools

        How to Turn One Listing Into Five

        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. Get the ALL-NEW Real Estate Marketing Guide “Crush It” 

        The “Crush It” Guide includes easy steps to launching an effective direct mail marketing campaign, how to create a targeted mailing list, the perfect way to layout marketing materials for success, seven opportunities available to target in your area right now. –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 a lot to do when those shiny new real estate boots hit the ground. While your head was pumped full of real estate law and the know-how necessary to tell clients the number of square feet in an acre, you still have so much to learn.

          While that’s happening, however, and unless you’re fortunate enough to have a stack of money to tide you over until your first deal closes, you’ll need to also be marketing the you-know-what out of yourself.

          Your business isn’t going to start itself, so while you’re learning how to do an agent walk-through and about the intricacies of the listing agreement, consider creating even a rudimentary marketing plan.

          The Looking For Advice postcard is available in the postcard section under the Get More Listings Series

          And, since it’s free (unless and until you start buying ads), Facebook should be at the top of the list.

          Already on Facebook?

          If you already use Facebook for its social aspect, hold that thought (the “social aspect” one). You’ll want to get the word out to your Facebook friends that you’re in real estate now and you’ll need to continue to remind them during the first year or so.

          In reality, you’ll be reminding them as long as you’re in real estate, but it’s critical to do so now.

          But, do it subtly. Don’t be that obnoxious agent who starts seeing his or her social media friends as dollar signs.

          Tell them how excited you are overpassing your exam and that you’re going to hang your license with a broker who promises to be behind you, guiding you through your first few deals. You’ll also need to increase the number of followers you have and to do that you’ll need to increase engagement.

          The folks at Facebook even prioritize posts that encourage engagement; posts that “spark conversations and meaningful interactions between people.”

          “Oh, goody,” we hear you saying, “yet one more time suck in an already-overfilled schedule.”

          Just promise yourself you won’t post spammy stuff – that you’ll start using Facebook to help get your business off the ground by thinking before hitting the “share” button.

          The Should I Stay or Go postcard is available in the postcard section under the Get More Listings Series

          When you’re done beefing up your personal page, it’s time to create a business page and our friends at Facebook walk you through the process, here.

          It can be painful

          Posting routinely to Facebook without receiving feedback from our audience is beyond painful. It’s borderline humiliating as well.

          You can avoid common mistakes by changing your goal. Instead of considering Facebook as a lead generating or open-house-attendance-generating platform, change your mindset to make your goal “follower engagement.”

          Sort of like how you looked at it before you got into real estate.

          When you do this, you’ll naturally start thinking of content to post “that your audience will care about and react to,” according to the Forbes Communications Council at Forbes.com.

          In the beginning, you’ll be forgiven

          You’ll soon learn that sellers expect all kinds of things that we feel are pretty lame marketing methods. Open houses, videos and, yeah, sharing their listing and open house on social media.

          Plus, there’s that little voice inside that will be screaming at you – reminding you how bad you need that commission check and the urge will strike you to plaster that listing everywhere possible.

          So, go ahead and post that first, second and even third listing. Show people, you’re getting business but then move back to being social.

          As you get busier, consider more creative ways of sharing listings. One agent we know used to create a contest out of his new listings, asking his followers to guess the list price. He gave a small prize to the reader who got the closest to the price.

          Or, consider setting up another page for your listings (and to satisfy your sellers) and reserve your current page for engaging with your followers.

          Don’t be selfish — spread the love

          It’s not enough to come up with brilliant Facebook post ideas; engagement with others is key. It goes without saying that you should respond to anyone who leaves a comment. The next step is to visit their pages and interact (charmingly) with their content.

          The Need a Nudge postcard is available in the postcard section under the Get More Listings Series

          To get value from social media you have to provide value. It’s not a set-it and forget-it marketing method; it requires effort, time and, sometimes money to successfully generate real estate leads on social media.

          Send at least 100  Need a Nudge postcards from the Get More Listings Series to an area where you want more listings.

           

          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

            It’s not as if listings were a dime-a-dozen over the past few years. You worked your rear end off to even generate seller leads, let alone actually list them.

            Sellers had it so easy – fielding multiple offers and selling lightning-fast and for major bucks.

            But the times they are a-changin’, and you may need to dip a toe or two into the buyer pool in the future.

            It naturally depends on if increases in inventory outpace demand. And, there’s a whole bunch of stuff that could happen to impact that scenario.

            Just in case the “experts” are correct in assuming we’re headed for a buyers’ market; do you remember how to work with them? Let’s take a crash, refresher course.

             “Buyers are liars” – or are they?

            Sure, it’s a common saying since real estate agent caveman (and women) days, but it’s still creepy.

            First, don’t we all pretty much lie when we’re thinking of buying anything? Think about it: you may know exactly what you want when you walk into Macy’s.

            Say what’s on a home buyers mind (Available in the postcard section under Fence Sitter Buyer Series)

            Even when you can’t locate the item or even which department it’s located in, you’ll tell a salesperson that no, you don’t need help, because you’re “just looking.”

            Americans, by and large, don’t like salespeople. We don’t trust them.

            When will real estate agents get it that the vast majority of consumers consider you salespeople? Every year when that “most disrespected” professions list comes out real estate agents rank among the most despised.

            Yeah, it sucks, because we know better – we love you. But they don’t know you, so don’t take it personally. Again, people don’t like being sold to (which is why used car salespeople rank on that list every year as well).

            So, when a buyer tells you that he or she isn’t “ready” yet or is “just looking,” it’s not fair to think of him as a liar.

            Your best defense here is to do everything in your power to banish the perception of real-estate- agents-as-sharks. Take off the sales and promotion hat for starters.

            Buyers are time and labor-intensive

            Listing agents have it made. Breeze in, get a signature on the contract, stick a sign in the front yard and let all the town’s buyers’ agents sell the home.

            Help a renter become a home buyer (Available in the postcard section under the First Time Buyer Series)

            Yeah, I know, that’s pretty simplistic and not entirely realistic, but you have to admit that a listing agent’s job (especially if he or she is good at it) is a whole lot easier than a buyers’ agent.

            While other agents are working on selling your listing, you’re out taking more of them.

            Compared to listing clients, buyers are time and labor-intensive. And first-time buyers will gobble more of your time than repeat buyers.

            The key to saving some of your precious hours is by putting the proper systems in place:

            • Prepare a buyers’ consultation that nails it. Create handouts or website content that walks the buyer through the process, step-by-step and answers every possible question he or she could have.
            • Consider creating in-depth buyer guides – one for How to Buy a Fixer, How to Buy a Newly Constructed Home, How to Buy a Waterfront Home, How to Buy a Home on a Septic or well or whatever.
            • And, don’t forget Mortgage 101 guides on the various government-backed loan programs.
            • Get your preferred vendors lined up so you won’t waste time trying to round up a lender or home inspector or contractor for your buyers.
            • Stick all these valuable guides on your real estate website to make it even easier for buyers to access them. Education is power (and a time-saver for you).

            These things not only provide a better client experience but save you time in the long run.

            Buyers have totally unrealistic expectations

            Don and Joan want to buy a condo in Boston’s Beacon Hill neighborhood. High on the wish list is panoramic views “We need lots of natural light, low fees and on-site amenities, such as a gym, pool, and a pet spa,” Joan said.

            Don chimes in with some of his must-haves: “We also really want heated floors, a gourmet kitchen with granite countertops, a wine cooler, and a walk-in pantry,” he says.

            “We would love a media room, a sauna, and a fireplace in the master bedroom. Our lender says we can pay up to $250,000,” adds Joan.

            Yes, uneducated home buyers tend to be unrealistic. Sadly, when Don and Joan actually lay eyes on what that $250k will buy them (it won’t be in Beacon Hill, where the lowest-priced home right now is $1.5 million), they’ll be crushed.

            Although “buyers are unrealistic” may be an accurate statement, whose fault is it? They don’t, after all, work in the real estate market every day so naturally, they don’t understand it.

            It’s why the pros create a buyers’ consultation

            Back to that, again, huh? A consultation should be the backbone of every real estate agent’s buyer’s system.

            With the market potentially changing, as a listing agent, you’ll also be facing unrealistic expectations from your listing clients. They will no longer have the luxury of demanding top dollar for homes that need work.

            2020 is going to be an interesting year in real estate.

            Help them take the next step (Available in the postcard section under the Move-Up Market Series)
            Send at least 100 Considering a Move postcard from the Move-Up Market Series to an area where you want more listings.

            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

              You work hard to establish your bona fides as a real estate agent. Hopefully, you work as hard at keeping in touch with past clients and prospective clients.

              So, what happens to the perception of you as an expert when one of these people learns that you’re promoting real estate myths?

              Embarrassing, right?

              Because something sounds as if it should be true doesn’t necessarily mean it is. Homes on busy streets aren’t always worth less than others and a new professional sports stadium in town doesn’t mean property values will explode.

              Today we expose three home value myths that, quite frankly, we thought had been busted a long time ago. Yet, we still find agents writing about them as if they’re a reality.

              1. Cemeteries drag down values

              “Although living near a cemetery doesn’t automatically affect the home’s price, it does have the potential to drive down home prices,” says an unnamed writer at a site that promises to be “your trusted source of information on real estate market news, trends, and advice.”

              The article was updated in January of this year and still contains this erroneous information.

              A 2013 study by Redfin found that “Homes Near Cemeteries Sell for More.” According to Christin Camacho on Redfin’s blog, “. . . on average, homes near cemeteries are slightly smaller, but sell for more per square foot.”

              The Home Staging Mistakes postcard is available in the postcard section under the Content Card Series tab

              Those closest to the graveyard (within 500 feet) sold for an average $162 per square foot, while those “located more than 500 yards away sold for $145 per square foot.”

              2.The NFL effect

              It’s easy to assume that property values will increase when an NFL team (or any professional sports team) takes up residence in your town. Especially when the real estate community dangles the team’s move as an incentive to homebuyers.

              The most recent example of this is Las Vegas as the new home to not only the Raiders but a brand-new professional hockey team, the Golden Knights.

              Brokers and agents were all over the local news, wringing their hands in glee at how much home values were poised to rise because of pro sports coming to town. This, despite various research studies finding that, overall, the stadiums just don’t correlate to a rise in property value.

              In fact, Trulia’s study concluded that “New stadiums built in the last decade, by and large, have failed to lift the fortunes of nearby neighborhoods.”

              They looked at homes within a 2-mile radius of pro football stadiums across the U.S. Earlier studies by others came to the same conclusion.

              Despite this, agents continue to claim otherwise, with one going so far as to say, on his website, that “housing prices are expected to go up considerably once Las Vegas finishes construction of its stadium.”

              Don’t buy into the hype. It’s simply untrue.

              Related: Is it Appraisal Time? Tricks to Getting Top Dollar

               3. Your pets are going to cost you
              The Low Listing Inventory postcard is available in the postcard section under the Content Card Series

              I dare you to find (on an agent’s website) an article about preparing the home for the market that doesn’t warn people about how many homebuyers won’t buy a home that has pets.

              “If you truly want to get top dollar for your house, pay attention to how much you might lose with a dog or cat in residence,” cautions Elizabeth Weintraub at TheBalance.com.

              “Like other forms of home staging, removing extra pet clutter is an important consideration when you are selling your property,” suggests Bill Gassett on his website, MaxRealEstateExposure.com.

              At one time, this was excellent advice. But time marches on, people’s tastes change, and to give 1990s advice in the 21st century doesn’t make much sense.

              If I were an agent, I would tell all of my listing clients to take all those dog toys and other paraphernalia and use them to stage the backyard. Why?

              “Pet owners make up 80 percent of recent homebuyers,” according to research from Realtor.com®, released last August.

              Three-quarters of these buyers also claim that they would “would pass on an otherwise-perfect home if it wasn’t right for their animals.”

              Ask to prioritize the features they were looking for in a dog-friendly home:

              • Large yard
              • Any outdoor space
              • Garage
              • Large square footage
              • Dog run
              • Dog-proof or “sturdy” flooring
              • Close proximity to outdoor spaces

              If you have a listing that ticks any of those boxes, be sure to let buyers’ agents know. In fact, why not hold a dog-friendly open house? Let buyers can bring their pooches to let them try out the backyard.

              Just a thought.

              The bottom line is that if 80 percent of buyers are pet owners, it’s a safe bet that a little dog aroma won’t negatively impact your listings.

              The Appealing to Equity postcard is available in the postcard section under the Content Card Series

              In fact, if your listing has dog-friendly features and is located where people are playing down their pets, it may just be worth more.

              Send at least 100 Appealing For Equity postcards from the Content Card Series to an area where you want to stir up more listings.
              You might also like:

              Go From Home Showing to Sold in Lightning Speed

              Avoid These 4 Common Real Estate Marketing Mistakes

              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

                The 3-7-27 Law of Branding. 
                • It takes 3 memorable touches (direct mail, phone call, in-person, commercial) for someone to remember your name.
                • 7 touches for them to put your name with your business.
                • 27 for your name and business to become a brand.

                Think about the number of times you watched the following popular commercials (below) before their jingles become a permanent fixture in your mind for long after the commercials stopped.

                • Oscar Mayer “I Wish I Was an Oscar Mayer Weiner”
                • State Farm “Like a Good Neighbor”
                • Lucky Charms “They’re Magically Delicious”
                • Alka Seltzer “Plop Plop, Fizz Fizz”
                • Band-Aid “Stuck on Band-Aid”
                Now THAT’S BRANDING!

                How many people in your Sphere of Influence and Farm can you reach out to today to get closer to your goal of being branded?

                Remember, people do business with people they know, like, and trust.

                Start the process of becoming branded today, by launching a marketing campaign to your Sphere, Farm, or a specific niche.

                GO NOW

                  It’s a rare home buyer or seller who isn’t highly motivated if they’re willing to buy or sell in winter. Even in parts of the country with balmy weather, there are still the winter holidays to consider.

                  Who wants people in and out of their homes when trying to get ready for family visits? Who has time to house hunt when there’s so much shopping, cooking and schmoozing to do?

                  While it may be the slowest of real estate seasons, the players on the winter field are highly motivated to buy, sell and move.

                  The Call To Action postcard is available in the postcard section under the Call To Action Series.

                  That’s the good news.

                  Between working with these clients, keeping up with lead generation, preparing your 2020 business plan and squeezing in time with family and friends, winter can be distracting for the real estate agent.

                  It’s far too easy to let the merrymaking consume us over the holidays. Unfortunately, as a self-employed, small businessperson who typically wears most of the hats in the business, letting your real estate business’ fundamentals slide can be disastrous to your 2020 bottom line.

                  Make a plan for the winter market that will ensure that your business doesn’t dry up when spring rolls around.

                  Priority uno

                  Even when business is good, lead gen should be your priority. In winter, however, you may need to change your tactics a bit.

                  People are busy, people are traveling, so cold calling and door knocking efforts may be fruitless.

                  A NAR survey a while back found that 75 percent of seller leads and 65 percent of buyer leads come from referrals and contacts. Go through your CRM and concentrate on nurturing your sphere in November and, especially, December.

                  Think newsletters, holiday cards or postcards, and small gifts for past clients that you want to keep in touch with.

                  The Determining Value postcard is in the postcard section under the Content Card Series.

                  Giving yourself a break from the pressure to generate new leads allows you to focus on drumming up business from referrals. Hopefully, just in time for the spring market.

                  Follow-up

                  Any new leads you’re able to generate during the holiday season need a quick response and consistent follow-up.

                  And by “quick,” I mean within five minutes, if at all possible.

                  Forbes published study results that found that salespeople who responded within five minutes were more likely to actually reach the lead (and the lead is more likely to convert) than those who waited longer.

                  If you wait a half-hour to respond you may as well kiss the lead goodbye, according to the study.

                  Schedule time for the personal stuff

                  Agents with assistants can delegate some of the more mundane winter tasks (research to help you with your 2020 business plan, year-end clean up your CRM, etc.)
                  If you haven’t hired an assistant, consider doing so now.

                  Even if it’s just seasonal help via a virtual assistant, delegate some of your end-of-year tasks so that you can free up time to spend with friends and family.

                  Realtor marketing postcards for neighborhood updates
                  The neighborhood Update postcard is available in the postcard section under the Neighborhood Update Series.

                  Winter slows down for many agents but that’s no reason to lose your focus. Your business depends on building and maintaining relationships and the winter holidays present plenty of opportunities to do just that.

                  Send out the Neighborhood Update postcard to an area where you want more listings.

                  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

                   

                    Schedule a One-Year SOI Campaign

                    Imagine if each agent in your office brought in an extra 3 closings this year. What would that mean for your company’s revenue growth?

                    Statistics show that 66% of the business generated by top agents nationwide (closing 50+ transactions a year) comes from family, friends, close acquaintances, and referrals generated by the first 3 groups.

                    Consistently marketing to these groups is the key to the growth of your agents’ real estate businesses. And a Scheduled SOI Campaign does this while freeing up your agents’ time for more important tasks, like listing appointments & closings.

                    *Our 3 Extra Closings a Year Guaranteed

                    We believe so much in the power of scheduled campaigns and what it will do for your agents’ businesses we’re offering a guarantee.

                    1. Order a pre-defined SOI Campaign from www.prospectsplus.com with these minimum requirements:
                      1. A minimum of one (1) mailing per month
                      2. A minimum of 150 people in each mailing (these mailings must be sent to an SOI list of people you know such as friends, relatives, neighbors, past customers, etc.)
                      3. A campaign duration of at least 12 months
                      4. A Jumbo size or Panoramic size postcard, mailed standard class
                      5. Incorporate the Free Businessbase system.
                    2. There is no requirement that the user notify the Company that he/she has started a Campaign.
                    3. After six (6) mailings, if the user has not closed at least one (1) transaction as a result of the SOI Campaign, then the user must contact a ProspectsPLUS! Campaign Specialist at 877-351-3663 for a professional review and recommendations.
                    4. After 12 mailings, if the user has not closed at least three (3) transactions as a result of the SOI Campaign (after following the criteria outlined above), then the Company will refund the total amount spent on the scheduled campaign, up to $1,800.00 plus sales tax (if any). The maximum amount is equivalent to 150 panoramic postcards, mailed standard class, × 12 months.

                    Launching a Scheduled Campaign is FREE!

                    • No contracts
                    • Pay-as-you-go
                    • Change or cancel at any time up to midnight the night before the postcard goes out (including changing the list).
                    • Schedule a campaign from 3 months to 5 years in length.

                    Ready to start increasing your company’s revenue growth? Call Mike at 877-351-3663 to learn more!

                    Mike is also available for office webinars, where he demonstrates just how easy it is to launch a scheduled campaign and goes into more detail about the 3 extra closings a year guarantee.

                    Or if you are ready to get started now, just click the “GO NOW” button below.

                    Because WHAT GETS SCHEDULED – GETS DONE!
                    GO NOW
                    SCHEDULE A QUOTE SERIES SOI CAMPAIGN

                    Inspire and engage your Sphere with thought-provoking quotes from the Quote Series.

                    Schedule any length SOI campaign using the Quote Series. Or schedule a one-year SOI campaign and take advantage of the 3 Extra Closings a Year Guaranteed.

                    GO NOW
                    SCHEDULE A CONTENT SERIES SOI CAMPAIGN

                    Educate and inform your Sphere while providing valuable content with the Content Series.

                    Schedule any length SOI campaign using the Content Series. Or schedule a one-year SOI campaign and take advantage of the 3 Extra Closings a Year Guaranteed.

                    GO NOW
                    SCHEDULE A DEFINITION SERIES SOI CAMPAIGN

                    Reinforce your values and build trust with your Sphere with the Definition Series.

                    Schedule any length SOI campaign using the Definition Series. Or schedule a one-year SOI campaign and take advantage of the 3 Extra Closings a Year Guaranteed.

                    GO NOW
                    SCHEDULED AN ANIMAL SERIES SOI CAMPAIGN

                    Use humor and engaging images to connect with your Sphere with the Animal Series.

                    Schedule any length SOI campaign using the Animal Series. Or schedule a one-year SOI campaign and take advantage of the 3 Extra Closings a Year Guaranteed.

                    GO NOW
                    Ready to start increasing the revenue growth of your company by having your agents take advantage of our 3 EXTRA CLOSINGS A YEAR GUARANTEE?
                    Call customer support at 877-351-3663 to learn more!

                    Or if you are ready to get started now, just click the “GO NOW” button below.

                    Because WHAT GETS SCHEDULED – GETS DONE!
                    GO NOW

                      I recently read an online article that gave 42 examples of “real estate business cards that help you close the deal.”

                      Because, you know, your business card is a deal closer. At least in somebody’s universe.

                      In the real world, your real estate business card does serve several important functions, but closing deals isn’t among them.

                      Agent Introduction postcards are available in the postcard section under the Agent Introduction Series.

                      If it’s been a while since you’ve updated your cards, dive into the tips below to be ready for your 2020 real estate leads.

                      Start with the basics

                      The name of the game with business cards in 2020 is “simplicity.” This means dumping the fax number, paring down the superfluous and including only the basics necessary for a lead to contact you. At the least, include your:

                      • Name
                      • Title
                      • One phone number
                      • Email address
                      • Company logo
                      • Website URL — dump the protocol and prefix (https://www.) using only your domain name (ProspectsPLUS.com).

                      Reconsider adding your physical address; it isn’t necessary and it takes up gobs of space.

                      Business card design by ammarsgd

                      Here’s an example of simplicity in action that we found at 99Designs.com.

                      Don’t pinch pennies

                      Like your website and other marketing materials, your business card is a reflection of your brand image. Often, it’s among the first impressions you’ll give to a potential client.

                      You counsel your selling clients about the importance of curb appeal to their home’s first impression, right? The same holds true about marketing you and the services you offer.

                      Kick down the money necessary to create a professional, aesthetically-pleasing real estate business card.

                      If you’re creating one from scratch, be prepared for how intimidating a 3.5×2-inch blank slate can be. It’s tempting to fill every part of it with something – anything – but resist the temptation.

                      Lacking inspiration? Turn to your website’s branding concept and considering using those elements on your business card.

                      Pay close attention to font choice and use lots of white space.

                      Your final decision will be card stock. Naturally, you don’t want it to be flimsy, but how thick is thick enough?

                      The printing experts at Staples claim that most business cards are printed on 14 to 20 pt. card stock. They also suggest that you don’t go any lower than 14 pt. if you want your card to feel professional.

                      About that mug shot

                      “We’ve all seen those cheesy real estate agent business cards that always seem to have a photograph of them next to their contact information,” begins an online article about whether or not to include a headshot on a business card.

                      “It’s so common in this niche that you could practically make a template of what to expect …  What’s the value when everyone else is doing it?” the author wonders.

                      Ouch.

                      There are good arguments on both sides of the issue, including the results of a test performed by an attorney and adjunct professor Eric Bryn.

                      His group sent 2,000 postcards containing identical messages. The only difference is that half had photos of a real estate agent and half didn’t.

                      Nearly 200 recipients responded to the mailing. All of them from the group that received the photo-less postcard.

                      Not one response came from a recipient of a card that included the agent’s photo.

                      The professor went on to explain that they’ve used this same testing method on other types of real estate agent marketing, such as business cards and websites. The results are always the same – pieces lacking an agent photo get better responses than those that include the photo.

                      If you decide to use a photo, check out our agent photo tips.

                      Technology has killed many old-school business practices, but the business card isn’t yet among them.

                      Sure, you can easily swap contact information with someone you meet at a convention via a smartphone, but swapping brand information requires something more.

                      Business card design by ammarsgd

                      Something like a real estate business card.

                      Order business cards with QR Codes and make it super easy for recipients to add your contact information.

                      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

                        Who knew that decades after Sumner Redstone first declared it, that content would still be king?

                        Consumers want content that helps them make a more informed buying decision, whether they’re shopping for sneakers or homes.

                        Content that meets their needs is therefore not only of value to the consumer but to your brand as well, by positioning you as the trustworthy expert in real estate.

                        Even the most valuable content is wasted, however, if it can’t be found online. For that, you need the right keywords.

                        So, how do you find these nuggets that will hopefully propel you toward the top of search engine rankings?

                        The Just Listed postcard is available in the Postcard section.

                        Understanding what’s important to your audience – what truly matters to them (not to you or what you assume matters to them).

                        Who are you targeting?

                        Can we all agree that working with real estate clients is easier when the field of clients is narrower? To shoot an arrow, hoping it hits “anyone who wants to buy or sell a home” isn’t a strategic business move.

                        Generalists have a tough time getting to know their audience. Specialists, on the other hand, will find that task ridiculously easy.

                        Determine who you are targeting, right down to their age, marital status, and income. This is the only way to figure out their intent when they hit the internet to search for real estate-related topics.

                         Their intent?

                        Semantic search.

                        If you want to watch smoke come out of your ears, dive into the meaning of that phrase.

                        Boil down all the tech jargon, however, and “semantic search seeks to understand natural language the way a human would,” according to Aleh Barysevich at SearchEngineJournal.com.

                        It involves, among other requirements, an understanding of searcher intent. Google uses your location (much to our dismay, often) and searches history to come up with what the engine assumes is our intent when we type in a query.

                        Google’s Hummingbird update (2013) aimed to ensure that pages that better match searcher context and intent will rank better than pages that repeat context-less keywords ad nauseam,” according to Barysevich.

                        Two years later, Google released RankBrain, which sought to add to the search engine’s understanding of user intent when conducting a search.

                        The Just Sold postcard is available under the Postcard section.

                        Obviously, the days of packing vague keywords into content are long gone. Today, agents need to know their audience and incorporate the keywords that they use.

                        Keep it local

                        You do realize that all the common real estate keywords lead to Zillow, right?

                        Despite knowing this, agents are still trying to outrank the behemoth for broad real estate terms, such as “how to sell a house.”

                        Plug that term into Google and not one of the results on page one is from a real estate agent’s website, despite agents being the most knowledgeable about the process.

                        And, is the process of selling a house the same nationwide? Of course not. Many aspects of the home sale vary by region. In California, for instance, the seller must provide a California Natural Hazard Disclosure Statement to the buyer. This isn’t required in other states.

                        Which brings us to the importance of local keywords. Even if you made it to page one for “how to sell a house,” the chances are high that most of your visitors won’t live in your local market.

                        Aim strategically, starting with local keywords.

                        Choose your words carefully

                        Real estate agents tend to refer to homes in various ways:

                        • Real estate
                        • Property
                        • House
                        • Home

                        From our experience, most agents prefer the word “home.”

                        How do real estate consumers describe an abode?

                        “Sell my house” is searched more than twice as often as “Sell my home,” according to Google Trends.

                        “Sell my house” also receives more than three times the clicks as “Sell my home.”

                        The same holds true for buyers; “Buy a house” gets twice the clicks of “Buy a home.”

                        See? It pays to know your audience and how they search.

                        But we put our research to the test by choosing a random city, Charlotte, North Carolina.

                        “Buy a house in Charlotte, North Carolina” is an impossibly competitive keyword phrase. All the usual first page hogs dominate page one of the search results.

                        Add a tail to that already longtail search term, however, and there is hope.

                        The search phrase “Buy a house in Providence Park, Charlotte” includes two real estate agent websites.

                        Here are two more very basic real estate keywords to get you started:

                        • How much does it cost to sell my house in [localizer]
                        • How to buy a house in [get hyper, hyper-local here, with subdivision and city name]

                        The Just Listed Property postcards are available under the Postcard section.

                        In the end, the best way to find out the words your visitors are using to find you is by checking your site’s analytics. Then, feed them into Google Ads to determine which variants receive the most clicks.

                        Send out the Multi-Photo Just Listed postcard in the surrounding area of your newest listing.

                        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

                          Reading housing market news is an exercise in frustration.

                          For every so-and-so “sees stronger housing market this fall” and stories of the various “hot” real estate markets across the country, there’s a “Housing Market will Probably Slow” and “Housing Market may be at Risk in Recession” article.

                          The fact is, the housing market is sitting pretty right now, according to agents we’ve spoken with. Who knows better than those wearing the boots on the ground?

                          Remember, many of those who bought homes during the lowest point during the recession were investors – something the folks at CoreLogic refer to as the “investor buying fury of 2012 – 2014.”

                          Yes, many of these buyers were institutional investors, but the so-called “mom and pop” investors, bought a lot of homes as well.

                          Core Logic claims that small investor activity in the real estate market increased their share of the investor buying pool from “48% of all investor-purchased homes in 2013 to more than 60% in 2018.”

                          There’s your target audience: absentee owners who bought the property from 2012 to 2014.

                          Realtor marketing postcards for neighborhood updates
                          The Neighborhood Update postcard is available in the postcard section under the Neighborhood Update Series.

                          While homeowners may be loath to list during fall and winter, landlords are not. Especially after receiving your brilliant and laser-targeted marketing pieces, convincing them to sell.

                           They have tons-o-equity

                          Want to hear something surprising?

                          People “who purchased a home following the Great Recession have seen their home equity climb by 261%,” according to Alcynna Lloyd at HousingWire.com.

                          She calculates that the average homebuyer in 2012 “is now sitting on $141,000 in equity.”

                          Let that sink in. That’s a whole lot of equity, especially for a tenant-weary landlord who just wants out from under his or her investment.

                          The market is perfect for sellers

                          It’s only natural to assume that when prices skyrocket, owners sell. This market over the past year or so proves what happens when we make assumptions.

                          Homeowners aren’t selling.

                          The reasons are plenty: they’re afraid they won’t find a replacement home, they think their value will continue rising, they’re scared a recession is looming and they have no idea how much equity they have in their homes.

                          Investors, however, are in an entirely different situation and the bottom line for them is money.

                          “Investors who don’t have the longest investment horizon, who only want to do this for another five or 10 years may not want to wait and see when the next cycle comes,” Doug Imber, president of Essex Realty Group in Chicago tells Debbie Carlson at USNews.com.

                          Costs of owning are going up

                          When home values increase, property taxes do too. That’s a hunk of money that can easily turn a cap rate from good to bad.

                          ATTOM Data Solutions claims that in 2017, property taxes rose by an average of 6 percent in 2017 and an additional 4 percent last year.

                          With home prices continuing to skyrocket, it’s a safe bet that the new appraised values will bring an additional hike in taxes.

                          Just Listed postcards are available in the Postcard section under Just Listed Series.

                          Then, there’s that recession on the horizon

                          Landlords who needed to sell their properties during the last recession and had to sit on them instead may be nervous about a coming recession.

                          Never mind that home values have gone up in all but the last recession (which was largely caused by the bursting of the housing bubble). When it comes to our pocketbooks, common sense leaves the building.

                          Although most economists don’t expect the coming recession to impact the housing market, nothing is guaranteed.

                          A recession could very well impact their profit margins. If the competition is lowering rents, it puts pressure on all landlords to follow suit.

                          And, if mortgage rates remain low and rent high, it makes more sense for their tenants to buy a home instead of rent.

                          Rents won’t rise forever

                          Our research into how much rents have risen yielded numbers that were all over the map. ApartmentList.com claims that the national average, year-over-year rent growth is only 1.4 percent.

                          “Our national rent index fell by 0.1 percent month-over-month,” the report claims. “This is the second straight monthly decline in the index following robust rent growth through the summer, indicating that this year’s peak rental season has come to an end.”

                          Other points to highlight include:

                          • Rents are outpacing income and that’s not sustainable
                          • Building costs will soon outpace rental rates
                          • The market is set to change, and supply could catch up with or outpace demand

                          The bottom line in all of your marketing pieces is one question: “Does this particular real estate investment still make sense?”

                          How to lure landlord leads

                          The first step in drilling down into the landlord niche is to choose a farm area. This might be a condo community or two or it could be a subdivision or even a ZIP Code.

                          Then, come up with a strategy:

                          • Ensure your online presence shines.
                          • Determine which marketing vehicles you’ll use to reach out to landlords. Think old-school on this one – postcards are ideal (and, no, not just because we sell them!).
                          • Ask your title company rep for a list of absentee owners in your chosen farm area and take a look at our mailing list options.

                          Your first mailing can be anything from a current neighborhood update report to a just-listed or sold postcard.

                          The most important aspect of this lead gen method is to come up with a follow-up plan and then keep to it, consistently, at least once every two months.

                          The Tired of Being a Landlord postcard is available in the Postcard section under the Rental For Sale Series.

                          Happy prospecting!

                          Send the Tired of Being a Landlord postcard to a targeted mailing list of landlords.

                          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

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