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.

Homework for Homeowners: 5 Things to Do Before Fall Listings

Jul 18, 2025

As the school year kicks off, it’s also a smart time for homeowners to prepare their properties for a successful fall listing.

With buyer interest still strong and inventory levels below pre-pandemic norms, having your homeowners complete a few key pre-listing tasks now can help a home stand out and sell faster this season.

1. Declutter & Depersonalize

Kick off fall prep with a deep clean. Remove excess furniture and personal décor to create airy, appealing spaces. Staged homes sell 73% faster and attract up to 10% more online views than unstaged ones.

2. Boost Curb Appeal

Sweep fallen leaves, trim overgrowth, and pressure-wash siding or driveways. A clean exterior shapes first impressions and can significantly shorten days on market.

The Home Seller’s Checklist is shown above. To see more, **Click Here.**

3. Stage Key Rooms

Focus staging efforts on the living room, primary bedroom, and kitchen—37%, 34%, and 23% of buyer agents said those rooms matter most.

Spend roughly 1–3% of the home’s value (median $1,500–$5,000) for an ROI of up to 550%.

4. Address Seasonal Maintenance

Inspect furnace, clean gutters, seal drafts around doors/windows, and test smoke/CO detectors. These tasks help prevent inspection red flags and show that the home is well-maintained.

5. Capture Stunning Fall Photography

Use autumn colors (pumpkins, wreaths) to stage outdoor shots. Market listings early—new home listings rose 8.5% year‑over‑year in early 2025—but limited inventory (24% below pre‑pandemic levels) means standout images can command attention.

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 2025 Quarterly Real Estate Marketing Guide

Kickstart each quarter with the Quarterly Real Estate Marketing Guide, designed to help you achieve your real estate business goals. Packed with tools like a goal-setting sheet, monthly insights, tailored task lists, and marketing recommendations, this free guide is your ultimate resource for success—download it today for FREE! –Click Here

3. The Free Interactive 6-Month Real Estate Business Plan

The Free Interactive 6-Month Real Estate Business Plan allows you to enter your business goals for the remainder of the year and get a breakdown of how many prospects, listings, closings, and so on are needed to reach your goals. – Click Here

Back‑to‑School Marketing Magic: Are You Ready?

Jul 18, 2025

Pre‑Season Market Snapshot

As families refocus on school routines in late August, the U.S. real estate market traditionally cools. Sales drop 10–15% from summer highs, average days on market increase from ~21 to ~32 days, and median prices dip slightly—e.g., August 2021’s $378,582 fell to September’s $375,319.

Awareness of these trends enables savvy agents to pivot their marketing strategies effectively.

Leverage Buyer & Seller Behavior Shifts

Back‑to‑school triggers a shift: families hit pause, seller urgency fades, and smart buyers gain leverage. Tailor your messaging: “More negotiating power” in the fall, highlighting off-peak photography or seller preparation.

Tools like AI‑powered marketing automation (<span>+30% conversions) and virtual tours (+87% listing views) keep leads warm.

Hyper‑Local School‑Zone Content Wins

Create content showcasing key back‑to‑school info—school calendars, bus routes, and meet‑the‑teacher events.

Share via blogs, social posts, lead magnets, and postcards. Data show 96% of buyers start searches online—local content boosts your SEO and leads flow.

The Back to School Series is shown above. To learn more, **Click Here.**

Community Pop‑By & Giving Campaigns

Host a “Stuff‑the‑Bus” supply pop-up event in your farm area. Coaches like Darryl Davis recommend this community touchpoint to build goodwill and gain leads.

Post photos and testimonials on social to build FOMO and referrals.

Fall Content Funnel with Omnichannel Touchpoints

Implement a drip campaign: educational blog post ➝ award‑winning community event ➝ virtual open house. Utilize email automation to re-engage past clients and school-zone leads. Agents allocating 54% of their budget to digital marketing saw 300% more website traffic.

Analytics‑Driven Optimization

Track open rates, click‑throughs, and listing views by channel.

Allocate more spend to top performers—e.g., boosted Facebook/Instagram posts (used by 90% of agents) and video walkthroughs (+49% leads).

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

2. The Free 2025 Quarterly Real Estate Marketing Guide

3. The Free Interactive 6-Month Real Estate Business Plan

The Hidden ROI of a Great Client Follow-Up Strategy

Jul 11, 2025

Why Follow-Up Is More Critical Than Ever

A famous statistic from the National Association of Realtors, states 75% of home buyers and sellers say they would use their agent again—but only 12% actually do.

Why is this true? Poor follow-up.

In today’s competitive real estate market, consistent and personalized communication is what turns a one-time transaction into long-term loyalty and referrals.

Audit Your Current Follow-Up Process

Start by mapping out your current client journey. How many times do you reach out after closing? What channels do you use—email, phone, text, direct mail? If your answer isn’t consistent or automated, you’re likely leaving future business on the table.

Make It Personal, Not Generic

The Holiday Scheduled Campaign is shown above. To learn more, **Click Here.**

Automated doesn’t mean impersonal. With today’s tools, you can segment your database and tailor follow-ups to each client’s stage, needs, or preferences.

Sending just a listed/sold postcard is a start—but adding mailings with a local market update, Holiday acknowledgment, or home anniversary message can make you unforgettable.

Add Value Every Time

Clients don’t want to be “sold”—they want to be helped. Provide relevant content: a seasonal home maintenance checklist, updates on property values, or neighborhood events.

Each touchpoint should reinforce your expertise and show that you’re thinking about them beyond the sale.

Build a System That Works

Use a CRM to schedule and automate your follow-up sequence. Whether it’s a quarterly newsletter or a birthday postcard, consistency is key. The agents who stay top-of-mind are the ones who stay in business.

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

2. The Free 2025 Quarterly Real Estate Marketing Guide

3. The Free Interactive 6-Month Real Estate Business Plan

Mid-Year Marketing Checkup: 5 Changes Every Agent Should Make

Jul 11, 2025

As we hit the midpoint of 2025, it’s the perfect time to pause and assess what’s working—and what’s not—in your real estate marketing.

The market is constantly shifting, and so should your strategy. A quick check-in now can help you avoid wasting marketing dollars, double down on what’s converting, and position yourself to finish the year strong.

Whether you’ve had a stellar first half or feel like you’re playing catch-up, these smart adjustments will sharpen your brand and boost your visibility where it counts.

1. Audit Your Digital Presence

Ninety-six percent of buyers start their home search online, so ensure your website is mobile-friendly, offers fast-load speeds, and features long-tail keywords like “homes for sale [city name]”—these generate 70% of search traffic.

Also, listings with videos receive 403% more inquiries. Add virtual tours or short walkthroughs to capitalize on that engagement.

2. Revamp Your Social Strategy

With 71% of buyers preferring agents with a strong social media presence, double down on value-driven content. Post tips, market updates, or community highlights at least twice weekly.

Use analytics to see what resonates and double down on high-performing posts to grow reach and attract leads.

3. Refresh Email & Lead Gen Systems

Email marketing outperforms social by 40% in conversion. Use this mid-year point to clean your list—remove inactive subscribers—and reengage with a “what’s new” drip sequence. Include local trends, recent sales, and a clear call-to-action to drive responses.

4. Boost Your Local Touch with Direct Mail

Even in a digital world, direct mail still works. Studies show that direct mail delivers a response rate up to 9x higher than digital ads, making it one of the most cost-effective ways to generate real estate leads and listings with lasting impact. REsimpli reports over $26 MM in revenue from postcards.

Send a mid-year postcard summarizing key market stats or upcoming open houses. It re-establishes your physical presence and can complement your online marketing.

5. Review Goals & Set Q3 Targets

The first half of 2025 has been a “more traditional spring market,” but affordability remains a challenge. Reassess pricing strategies and your buyer/seller mix. Adjust your Q3 campaign focus based on what’s working and evolving local conditions.

“The most important asset you can own in your business is the attention of your customer.” — Adam Contos, former RE/MAX CEO.

Use this mid-year checkup to refresh what works—and pivot where needed—to ensure a strong close to the year.

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

2. The Free 2025 Quarterly Real Estate Marketing Guide

3. The Free Interactive 6-Month Real Estate Business Plan

The Psychology of Why People Choose You (Or Don’t)—Based on Branding

Jul 7, 2025

First Impressions Matter

People form opinions about your brand in just 10 seconds—a poor logo or unpolished website can cost you credibility before you even speak. Your visual identity must signal professionalism and trust at first glance.

81% of consumers need to trust a brand before considering a purchase, and 62% are even willing to pay more for trusted brands.

A consistent, value-aligned brand boosts referrals, repeat business, and premium pricing.

The Agent Introduction postcards are shown above. To see more, **Click Here**.

Show Personality & Purpose

Modern consumers tend to gravitate toward brands that align with their values. 75% of agents say mission-driven, human-centered branding builds the strongest connections.

Share your story, showcase community involvement, and stand for something meaningful.

Be Seen In More Places

77% of consumers prefer shopping with brands they follow on social media. A cohesive presence across digital platforms builds recognition—and subsequent trust—through repetition.

A study of real estate firms found that strong branding reduces perceived risk and increases client preference.

When your brand conveys quality and reliability, clients feel more secure in choosing you over competitors.

Branding Checklist for Agents

✅ Update visuals: new logo, color palette, and fonts that convey a professional and on-trend image.
✅ Craft a clear mission or message that resonates with your ideal client (e.g., family-first, first-time buyers, eco-friendly).
✅ Boost trust online: share reviews, press, and community highlights across email and social platforms.
✅ Maintain brand consistency across the website, postcards, email, social media, and signage.
✅ Leverage AI branding tools for consistent design and speed—but stay personal and authentic.

By shaping the brand that people see and feel, you create an experience that makes them choose you—not by chance, but by design.

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

2. The Free 2025 Quarterly Real Estate Marketing Guide

3. The Free Interactive 6-Month Real Estate Business Plan

Your Next 3 Listings Are Already in Your Database—Here’s How to Unlock Them

Jun 27, 2025

Why Your Database Is a Hidden Goldmine

Did you know 38% of sellers choose the same agent they referred or worked with before—and 28% use their previous agent again? That means your database—past clients, leads, sphere—is a goldmine quietly holding your next listings, if you work it right.

The following are four steps to unlocking listings in your database.

Step 1: Clean & Segment Your Contacts

Cluttered databases lead to missed opportunities. Organize your database by contact type: past clients, prospects, and referral sources. Then, prioritize those who bought or sold 2–10 years ago—they’re likely due for updates or moves.

Step 2: Send a Personalized Check-In

A Call to Action postcard is shown above. To see more from this series, **click here.**

Your name matters—but your message matters more. Launch a 3-email reactivation series:

Email 1: “Just checking in—how’s life treating you?”
Email 2: “Want a fresh snapshot of your home’s value?”
Email 3: “I’m here when you’re ready for your next move.”

Include local market stats and a clear CTA to a valuation or conversation.

Step 3: Use Data-Driven Triggers

Top agents use smart data, not guesswork. Review your CRM for signals—birthday, listing expiry, market interest. When triggers appear, send a timely postcard like:

“Your neighbor just sold—want to know what your home is worth?”

Step 4: Add Value Before You Ask

Deliver helpful info first to build trust. Host a free report or mini-guide—e.g., “3 Things Every Homeowner Should Know About Selling in 2025”—and email it to your database along with your check-in.

Remember, insight + care = connection.

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

2. The Free 2025 Quarterly Real Estate Marketing Guide

3. The Free Interactive 6-Month Real Estate Business Plan

Interest Rates Are High—So Why Are the Top 10% of Agents Still Closing Fast?

Jun 26, 2025

Market Slowdown Doesn’t Stop the Best

Mortgage rates are hovering near 7%, and U.S. existing-home sales just hit their slowest pace since 2009. But while many agents pull back, the top 10% are doubling down—and closing faster than ever.

Offer Creative Financing Solutions

Elite agents aren’t waiting for lower rates. They’re offering buyers tools like rate buydowns, seller concessions, and assumable mortgages to keep deals moving.

Get Hyperlocal and Stay Visible

With a 31.5% increase in inventory year-over-year, generic marketing won’t cut it. Top agents position themselves as neighborhood experts through hyperlocal insights and direct mail.

Sphere of Influence postcards are shown above. To see more, **Click Here.**

Rework Your Database Outreach

The best agents know: listings come from relationships, not just leads. They’re combing their CRMs for aging contacts, past clients, and warm leads to re-engage.

Sell Value, Not Just Property

Top agents use every touchpoint—listing appointments, social media, mailers—to reframe the narrative. “Yes, rates are high—but here’s how we preserve your equity and timing.”

The following are five action steps you can take to help bring in new listings in a high-interest rate market.

Action Step: Set up a 3-email reactivation campaign titled “Is This Your Year to Move?” with a CTA to book a 15-minute check-in.

Action Step: Launch a monthly postcard or newsletter with ZIP-specific market stats, homeowner tips, and a personal market take.

Action Step: Partner with a local lender and build a “Smart Buyer Toolkit” that includes rate options, affordability calculators, and monthly cost comparisons.

Action Step: Update your listing presentation and marketing materials to highlight buyer demand, negotiation strategies, and cost-saving tactics.

Action Step: Audit your current listing strategy—are you adapting to today’s buyer fears and financial concerns?

When others retreat, leaders adapt. Don’t let interest rates become an excuse—let them become your edge.

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

2. The Free 2025 Quarterly Real Estate Marketing Guide

3. The Free Interactive 6-Month Real Estate Business Plan

Your Listing Didn’t Sell. Now What? (The Playbook Top Agents Use)

Jun 23, 2025

Understand Why It Didn’t Sell

This year, even in traditionally strong seasons, listings are going stale. In Denver, for example, 35% of homes have sat unsold over 60 days as of April—nearly the highest nationwide in years. Across the U.S., there are nearly 500,000 more sellers than buyers, leading to growing inventory and mounting seller pressure.

If your listing didn’t sell—you’re not alone. The following are the five‑step playbook top agents are using to relaunch listings, beat the buyer’s market, and finally get them across the finish line.

Step 1: Price It Right from Day One

Overpricing remains the top mistake. Bankrate notes that homes priced even slightly above market can deter buyers. Reset pricing based on comparable “Days on Market” and recent sales.

Action Step: Pull 3–5 comps from the past 60 days. Adjust price to sit within the top view band—but avoid pricing just under thresholds (e.g. $499K vs $500K).

Step 2: Stage and Refresh the Listing

Staging can cut time on market by up to 50% and add 6–20% in sale price. Remove clutter, add lighting upgrades, and repaint high-traffic walls.

Action Step: Book a pro stager or DIY refresh. Replace dated fixtures, update floors, refresh landscaping.

Step 3: Amplify Your Marketing

In an oversupplied market, shine with professional photography, virtual tours, and targeted marketing.

Action Step: Re-shoot with twilight or drone shots. Launch a targeted direct mail campaign to your geographic farm, supported with Facebook or Google ads and social media.

Step 4: Build Urgency & Incentives

Incentives like credits for closing costs or rate buydowns can spark interest when buyers hold back due to affordability.

Action Step: Offer 1–2% home warranty or closing help. Highlight it in online marketing and open houses.

Step 5: Track, Adapt, Repeat

Measure all activity—traffic, feedback, price drop responses. Reassess every 14 days, and tweak marketing, price, or terms as needed.

Action Step: Use your CRM or MLS to set reminders for timely check-ins.

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

2. The Free 2025 Quarterly Real Estate Marketing Guide

3. The Free Interactive 6-Month Real Estate Business Plan

You’re Not a Secret Agent… But Does Your Market Know That?

Jun 23, 2025

Be Visible or Be Forgotten

You may be licensed, hardworking, and skilled—but if your local audience doesn’t see you, you’re essentially undercover. According to NAR, 66% of sellers used the same agent they’d worked with before or were referred. And SmallBizGenius reports that 75% of buyers hire the first agent they interview. Visibility directly translates into listings.

Step 1: Schedule a Monthly Postcard Campaign

Consistency wins. Send postcards featuring market updates, client stories, and local happenings right when other agents are quiet.
Action Step: Develop a 12-month postcard sequence with rotating themes—market snapshot, community spotlight, client testimonial, and seasonal tips.

Step 2: Build a Local Authority Newsletter

Farm Campaigns are shown above. To see more, Click Here.

Stand out by delivering real value. Include tips like “July Curb Appeal Checklist” or “Neighborhood Open House Roundup.”
Action Step: Collect email addresses at open houses and events. Send a monthly email with one big tip and a soft invite to connect.

Step 3: Be Present in the Community

Sponsor local sports teams, host a seminar, or partner with a coffee shop for a market round-up morning.
Action Step: Plan at least two visibility events per quarter and capture leads in person.

Step 4: Track, Refine, Repeat

Regularly analyze metrics: mail response rate, email open/click-through, and event leads.
Action Step: Use a simple CRM to follow up within 48 hours—mention something from your last chat to maintain rapport

Don’t stay hidden—be unmistakably present. You’re not a secret agent, and your market shouldn’t treat you like one.

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

2. The Free 2025 Q1 Real Estate Marketing Guide

Kickstart the second quarter of 2025 with our 2nd Quarter Real Estate Marketing Guide, designed to help you achieve your real estate business goals. Packed with tools like a goal-setting sheet, monthly insights, tailored task lists, and marketing recommendations, this free guide is your ultimate resource for success—download it today for FREE! –Click Here

3. The Free Interactive 6-Month Real Estate Business Plan

Summer’s Best-Kept Secret: Hidden Listing Inventory

Jun 16, 2025

Why Off-Market Sellers Matter Now

Off-market or “hidden” listings make up a staggering 1.2 million U.S. home sales—nearly 30% of all residential transactions this year.

Many of these sellers seek discretion, control, or a faster deal without the stress of public listings.

The Price of Privacy

Various Just Listed Series are shown above. To see more, **Click Here.**

However, listing privately comes at a cost: Zillow’s 2025 data shows that off-MLS sellers leave a median of $4,975 on the table, compared to those who list on the MLS. As agents, your value lies in helping homeowners uncover the right balance between privacy and profit.

Where to Find Hidden Inventory

Expired & withdrawn listings can reveal overlooked sellers. FSBOs, which still account for about 6% of sales, often need guidance.

Also, look for unlisted homes with signs of preparation to sell, such as dumpsters or fresh landscaping—approach these owners with a helpful pitch.

Scripts That Start Conversations

“Hi, I noticed you’re updating your home—you might be thinking about selling. Would you like a quick market estimate?”
This soft opening positions you as an advisor, not a sales pitch, and often prompts meaningful conversations.

Leverage Your Network & Mail Campaigns

Build referral relationships with other agents—real estate pros report 15–20% of their deals are off-market. Use targeted mailers or door‑hangers in specific neighborhoods to proactively reach potential sellers who haven’t listed yet.

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

2. The Free 2025 Q1 Real Estate Marketing Guide

3. The Free Interactive 6-Month Real Estate Business Plan

Summer Buyer Psychology: What Motivates Buyers Right Now

Jun 16, 2025

The Season Drives Activity

Summer is the peak home-buying season. Demand typically rises during summer months, then cools in winter – and 2025 is no exception. Agents who align their marketing and events with this peak season gain a major advantage.

Economic Optimism and Opportunity

Despite higher mortgage rates—hovering around 6–6.5%—15% of Americans still plan to buy in the next 12 months, and 54% are already casually browsing listings. Some buyers feel a sense of urgency, believing future rate changes or rising prices could cost them more.

Motivations Beyond Rates

The Avoidable Buyer Pitfall Series is shown above. To see more, **Click Here.**

Buyers are driven by personal reasons: a desire for move-in-ready homes (56% say it’s very important), life transitions like growing families or relocations, or simply the emotional pull of summer: longer days boost mood and make house-hunting more enjoyable.

Make Your Marketing Hit the Mark

Action: In your next dinner seminar invite or social post, spotlight these motivations:

✅ Annual events timed for summer: “See homes before fall school starts”
✅ Emphasize move-in-ready inventories
✅ Host Q&A sessions on navigating financing during rate uncertainty

Leverage FOMO and Feelings

Encourage attendance by framing the seminar as a discovery opportunity:

“Seats are limited—secure your spot to learn how to save $$ before the market shifts.”

Follow-Up With Purpose

After your event, send personalized market updates referencing individual motivations:

“You mentioned growing your family—we found three kid-friendly homes just listed.”

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

1. Put Your Real Estate Business a Step Above with Your Own Branded Magazine

2. The Free 2025 Q1 Real Estate Marketing Guide

3. The Free Interactive 6-Month Real Estate Business Plan

What to Say to Homeowners Who Are Waiting Until Fall to List

Jun 10, 2025

Understand Their Concerns

When homeowners say, “We’re waiting until fall to list,” it often comes from a place of uncertainty—about timing, school schedules, market conditions, or fear of their home sitting too long.

As an agent, your goal is to acknowledge these concerns while helping them see the missed opportunity in waiting.

Use Market Data to Educate

Summer is still a strong market for sellers. According to the National Association of REALTORS®, homes listed between May and August sell for 2.6% more on average and move 18 days faster than in the fall months.

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

Remind homeowners that buyer demand doesn’t disappear in summer—in fact, relocation buyers, families trying to move before school starts, and interest-rate-sensitive buyers are actively looking right now.

Shift the Perspective

Ask: “If we could sell your home sooner—and for more—would that change your timeline?” This reframes the decision around their best interest, not just market timing.

Position summer as an opportunity to stand out before the fall inventory surge dilutes buyer attention.

Offer a Low-Pressure Path Forward

Invite them to do a free, no-obligation pre-listing consultation. Offer tips on light prep work they can start now, and build trust with value—not pressure. When they’re ready, you’ll be the agent they call.

Take Action: Start a “Sooner-Than-Fall” Seller List

Begin building a list of homeowners who’ve mentioned they’re planning to sell in the fall. Reach out with a short, personalized message offering a quick market update.

Let them know you’re keeping an eye on current buyer activity and would love to give them an edge if they choose to list sooner. This keeps you top of mind while positioning you as a proactive, data-driven agent—not just someone waiting on the sidelines.

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

2. The Free 2025 Q1 Real Estate Marketing Guide

3. The Free Interactive 6-Month Real Estate Business Plan

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