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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.

    “Successful marlin fishing involves having the right gear, knowing the right fishing tactics and techniques, and being in the right place at the right time,” according to FishermansOutfitter.com.

    The same can be said about anything one is trying to capture, from a mouse or a crook to the perfect photograph and, yes, real estate leads.

    The challenge for many real estate agents attempting to capture leads is that, while they may understand tactics and techniques, they lack the proper gear.

    So, let’s start with that and then get into how to use that “gear” to lure real estate leads on Facebook.

    Mackerel or marlins?

    Real estate agents can learn a lot about lead generation and capture from the fishing world. And, the first step is to determine who it is you’re trying to lure. Gone are the days of agents marketing to “anyone who is breathing.” It’s inefficient and ineffective.

    Who do you want to work with, buyers or sellers? First-time buyers or repeat buyers? Luxury homeowners or condo owners?

    Figuring out what you’re fishing for and then who these people are is key to any marketing strategy, most especially when you’re marketing on Facebook.

    Before you do any further planning, head over to Facebook’s Policies to ensure that your promotion follows the rules.

    Choose your lure

    Watching a video of man- or woman- against marlin, it’s easy to assume that the most challenging part of catching one is the fight. The angler, strapped into a boat’s fighting chair, pumping and reeling, while the huge fish leaps and spins, makes for compelling footage.

    But, “big blue” didn’t just stop by and ask for the fight – he (or she) responded to a lure.

    And, not just any lure. Depending on species and sea conditions, the boat’s captain will choose from an array of lures he or she feels will be most attractive to the fish.

    Premium content might hook them

    Premium content is one way to lure Facebook leads. This type of content is different than what you offer by means of blog posts. It’s “a type of digital content that may be accessed for a fee, and is usually of higher quality or more desirable than free” content, say the folks at Techopedia.com.

    You won’t, however, be charging a fee for your content. You will, on the other hand, ask for information in return.

    And, now that you know who you are “fishing” for, determining the type of content to offer is a whole lot easier.

    Remember, it’s called “premium” content for a reason. It’s higher quality than regular content, longer in length and, as the Techopedia folks say, it’s “exceptionally informative.”

    An ideal type of premium content is a Free Report. Offer Free Reports in person, through direct mail, email and add to your website as a free download in exchange for an email.

    There are a variety of long-form content types from which to choose:
    • A list and in-depth description of down payment assistance programs
    • Infographic
    • Tutorial
    • Ebook
    • In-depth guides, such as city guides, neighborhood guides, buying and selling guides, relocation guides.
    • Reports (basically just 3,000-word articles)
    • Checklist (staging, moving, loan application, etc.)
    • Long articles (at least 3,000 words)

    Get more tips on creating and marketing with premium content at LinkedIn.com.

    Facebook giveaways to lure real estate leads

    A prize giveaway is another way to lure Facebook leads.

    And, make no mistake, what you’re giving away is key to the promotion’s success. “I mean, who’s really going to take the time of day to like, comment on, and share a post when all they stand to gain is a $15 gift card for coffee?” asks Pat Hiban at ActiveRain.com.

    “Almost no one,” he claims. Take the time to carefully consider an item that you’re contemplating giving away. Hiban lists several that worked well for other agents:

    • Family passes to a popular local attraction, such as a waterpark or amusement park.
    • Tickets to a sporting event. Hiban suggests “tickets to a local team’s upcoming game  or even tickets to college games often work.”
    • The latest smartphone

    Or, make the prize appropriate to an upcoming holiday. In 2017, Chattanooga attorneys Warren & Griffin gave away a stainless-steel barbecue grill and threw in a $50 Walmart gift card that the winner could use to purchase the goodies to cook on the new grill.

    Use your favorite graphics program to create compelling Facebook posts to promote the giveaway and ensure that everything steers them to a dedicated squeeze page where you’ll capture their information.

    Facebook’s rules state that users can’t force participants to share, like or follow to be entered for the prize. So, don’t force them. Hiban offers a brilliant alternative:

    “Know someone who needs” a new grill? “Share this giveaway so that they have a chance to win!”

    Get more Facebook giveaway ideas and tips at Wishpond.com and Hootsuite.com.

    Show them you know what’s on their mind (available in the postcard section under Get More Listing Series)
    Another way to generate leads is to send at least 100 Should You Stay or Go postcards from the Get More Listings Series to an area where you want more leads.
    You might also like:

    Agent Facebook Success: Rules of Engagement

    A Refresher Course in Attracting New Clients

    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

      Twenty-six million, is the number of homes owned by U.S. baby boomers, according to the Bipartisan Policy Center. To put that figure into perspective, consider this: They hold more than half of all owner-occupied homes in the country.

      And, in some cities, that number is even higher.

      The invisible cash cow

      The Baby Boom segment of the population is one that is almost completely ignored by the real estate industry. Yet their combined take-home pay is $2 trillion dollars a year and they can take credit for half of all discretionary spending. That’s not all:

      • They control 70 percent of all wealth in this country
      • Boomers represent half of all credit card use.
      • They own almost 80 percent of all financial assets.
      • They purchase 50 percent of all luxury cars and 73 percent of all hybrid cars sold in the U.S.

      Baby boomers are a generation whose birth spanned the years between 1946 and 1964, according to the U.S. Census Bureau. Currently, boomers range in age from 54 to 72 years old.

      The new and improved baby boomer

      The baby boomer generation has turned everything we used to think about the senior housing market upside down. Gone are the days when the real estate agent that specialized in the niche sold two types of homes: those of the deceased or those of the frail elderly moving into long-term care or other facilities.

      Members of the previous generation, the so-called Silent Generation, are now beyond retirement age and represent those we use to think of when we considered the senior real estate niche.

      Boomers, on the other hand, represent a mixed bag of folks: some are still raising families, many are still working and the older members of the generation, who should be in the early stages of retirement, have, for the most part, decided to postpone retirement and continue working.

      Even more intriguing for the real estate industry, however, is that 41 percent of leading-edge boomers – a group with over $500 billion in spending power, according to Brent Green, author of Marketing to Leading-Edge Baby Boomers – say they will definitely purchase another home.

      Agents considering working with boomers as they buy and sell real estate into their retirement and beyond should understand this segment of the population and what they seek in their new home.

      Alert: Baby Boomers Seeking Homes

      What do boomers want?

      If you want to work with boomers, and you don’t count yourself among them, the first thing to understand is that most of them are not frail and they don’t consider themselves elderly.

      In fact, boomers are far healthier than their predecessors and don’t take kindly to being talked down to and “they will not tolerate typecasting, stereotypes, pandering or ageism,” says Green.

      Assumptions – we all know what they are, right? So, step number one is to throw out all the assumptions you might have about older Americans.

      And if you don’t think the real estate industry has assumptions about this generation, read some posts at ActiveRain: “Baby boomers are still grabbing real estate guides in the grocery store while everyone else is looking online first, researching second and then picking up the phone,” posted an agent old enough to know better.

      Let’s take a sledgehammer to what is arguably the most common myth about this “older” generation: Boomers are tech-averse.

      What these agents and others fail to realize is that “tech” didn’t drop from the sky the day they turned old enough to use it. In fact, we can thank baby boomers for the invention of the PC, mobile phones, and the World Wide Web.

      • It was boomers who invented the Apple II in the 70s, which ushered in the home computing revolution.
      • Today, 53 percent of boomers are on Facebook, according to a recent Nielsen survey: “Introducing Boomers, Marketing’s Most Valuable Generation.”
      • They are five times as likely as the general population to own an iPad or other tablet.
      • Boomers spend more money on technology than members of Gen X and Gen Y, according to Forrester Research.

      Finally, and this one is important if you are considering boomers as a real estate niche: 82 percent of adults age 50 and over use the Internet to research real estate.

      Their ideal home location

      Again, throw all of your preconceived notions out the window. Despite what you might read online, boomers don’t really care how far away the nearest medical facility is and aren’t at all interested in being located on public transportation lines.

      In fact, a full 60 percent of adults 55 years of age and older want a home in the suburbs, in close proximity to walking and jogging trails, according to a survey by the National Association of Home builders (NAHB). Fifty-four percent want a park nearby and half find an outdoor pool attractive.

      Golf communities have fallen out of favor with today’s older Americans but a community fitness center is a hot feature.

      In-demand home features

      Older home buyers overwhelmingly want a single-story home, and most of them are seeking to downsize, in an effort to save money on their ongoing home ownership costs, according to a 2017 study from Bank of America Merrill Lynch.

      Last fall’s Del Webb’s Baby Boomer Survey asked which must-have features boomers want in their next home and here are the top five responses:

      • Multi-car garage with storage
      • Open patio or deck
      • Open floor plan
      • Eat-in kitchen
      • Small and private yard

      From Woodstock to inspiring the World Wide Web, baby boomers have left their mark on the world and will continue to do so. Ignore this huge segment of the population in favor of focusing on young, first-time buyers at your peril.

      Ready to capture the baby boomer market? Send the Too Much House postcard from the Life Event Series to at least 100 baby boomers.

      You might also like:

      Avoid These 4 Common Real Estate Agent Marketing Mistakes

      Customer Service! The Best Gift You Can Give Your Clients & Yourself

      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

        By thinking outside the open house box 🏠

        Even though it’s not their first way of locating a house, eventually 45 percent of buyers, on average, visit open houses. Interestingly, repeat buyers are more likely to show up than first-timers. And, every one of those visitors represents the possibility for two transactions, a listing, and a sale (don’t you just love that thought)?

        Read on for some ideas on how to make your open houses pay off BIG TIME.

        Time is on your side 

        One of the aspects of the modern open house that differs from the old-school type is agents aren’t feeling locked into a particular day or time.

        While the after-work open house may not fly in a commuter-centric region, in other areas agents are having amazing results with it. Downtown condos and lofts being held open during the lunch hour are also becoming more common.

        Any home with a view will sell itself if it’s held open at the appropriate time of day. Why hold a downtown penthouse open on a Sunday afternoon when the city lights are best viewed in the evening?

        It’s easy to mention in your listing that the patio of the lakefront property faces west. Holding it open at sunset, however, drives home the fact far better.

        Have Open House brochures available for valuable take ways (available in the brochure section)
        Market the heck out of it

        Gone are the days that agents bought a display ad in the paper to advertise an open house. Today it’s all about leveraging the power of social media and advertising online at Craigslist, Backpage.com, Zillow, Yahoo, Twitter, etc.

        Why not run a Facebook Live stream and create a video recording walking through the house during the event. There’s no better time than when the home is buzzing with people (talk about creating a feeling of demand). After the event, turn your live stream into a story on Instagram.

        Don’t scrimp on the photos and the adjectives when you write the descriptions. You want people to feel that if they miss this open house they’ll regret it forever. And don’t forget to invite the neighbors. It’s a perfect opportunity to get face-to-face with more homeowners in the neighborhood.

        Digital sign in

        Many agents tell us that one of the most awkward parts of open houses is getting visitors to sign the guestbook. An old trick is to keep it by the door and tell visitors that the owner has requested that, for security purposes, they sign in before touring the home.

        A quick and easy way to sign people up is to use the Open Home Pro iPad or Android app or the less-pricey AM Open House. Agents who use it say open house visitors more readily sign in on an iPad than the old-school pen-and-paper.

        Order a stack for last minute Open House invites (available in the Door Hanger section)
        Open house extras

        From a plate of homemade chocolate chip cookies to a full-on burger bar featuring a platter of sliders, food is becoming a mainstay for the real estate open house.

        Whether you serve food depends on regional customs. A lot of agents shy away from the practice. However, if you want to offer your guests something, how about bottles of water with custom labels with your brand or a CD of your virtual tour of the home or neighborhood?

        If you’re the agent that has lots of promotional items, such as pens, calendars, and pads of paper with your contact info engraved on them. Or make goody bags up — like the ones you got at birthday parties when you were a kid — and fill them with promotional items.

        Mike Blaney of Limelight Marketing in Vancouver Canada suggests that you should create a package of property information for your open house guests including:

        • Photographs (or a tour CD)
        • A list of all personal property included in the sale
        • Descriptions and photos of the home’s unique features
        • List of repairs and improvements, with dates
        • A list of average monthly utility costs
        • The copy of the property survey
        • Neighborhood information (including proximity to schools, if it’s a family-type home)
        The bottom line

        If you crossed open houses off as not worth your time, with two potential transactions riding on it and some new ideas to test, it’s time to reconsider.

        Getting ready for an open house? Send 100 Open House Postcards to the surrounding neighborhood ten days prior to your open house!
        Send out postcards to advertise your Open House for a BIG turn out (available in the postcards section under Open House postcards)

        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

          Tried-and-true methods for success

          You’ve cleared the first hurdle by generating a response to your marketing. Now, it’s up to how you handle the first phone call out to that lead that will result in you winning the business.

          That’s intimidating for many of us.

          Intimidation gets us stuck. So, back away from the phone and take a deep breath. Then, learn the tried-and-true techniques successful agents use when following up on real estate leads.

          Change your perspective

          Remember, this first follow-up call isn’t a cold one. You’re returning a call (or email, etc.). This person reached out to you and expects a response. You’ve actually been given permission to contact her.

          She may not be ready to pull the trigger on a real estate transaction right now, and you should be prepared for that, but she was motivated enough to take the first step and that’s a cause to celebrate, not back away.

          Besides, who has too many leads in their pipeline? There’s always room for one more.

          Generate Leads With a Free Report Offer (Available in Free Reports)
          It’s all in the timing 

          While our industry is known for its “location, location, location” mantra, what outsiders don’t know is that “time is of the essence” is more than just a contract term to real estate agents.

          When faced with an initial contact from a real estate lead, time can either be your enemy or your best friend. In this  case, it’s critical that you place that follow-up call within minutes of receiving the lead.

          If you don’t, another agent most certainly will.

          Whether it’s call reluctance or that you’re insanely busy, we get it. But studies show that the chances of reaching the lead are the highest if you return the call within five minutes.

          Years ago, two guys from InsideSales.com teamed up with James B. Oldroyd, from Massachusetts Institute of Technology (MIT) to conduct a survey of more than 600 businesses.

          Their aim was to study “lead response rates, timing and effort, and their influence on the outcome of a lead,” they told Steve Olenski at Forbes.com.

          What they found should be etched into the minds of every real estate agent:
          • Call back within five minutes and you’re most likely to connect with the lead.
          • If you wait a half hour and you are 100 times less likely to reach the lead.
          • Wait five hours and your odds of ever connecting with that lead drop by 3,000 times.

          An immediate call-back is not only most likely to result in a conversation with your lead, but it’s impressive as well.

          “We call it the ‘wow effect’ as in wow, that was fast! You are impressive,” InsideSales.com’s CEO Dave Elkington tells Olenski.

          And, how could they not be impressed, especially if they’ve placed calls to other agents? The odds are pretty low that they got a return call this quickly from anyone else.

          But this isn’t all we can take away from the survey; conversion rates – “the rate at which the lead contact is willing to set an appointment and enter the sales cycle,” according to Olenski — increases with a quicker return call.

          Obviously, getting an appointment is the goal with real estate lead gen follow-up, so ignore time being of the essence at your peril.

          Compel Your Target Market With Free Reports (Available in Free Reports)
          What not to say after “hello”

          Before making the call-back, take a minute to familiarize yourself with everything you learned from his or her message. If it was a call about a specific property, get the MLS listing in front of you. Then look it over to determine the neighborhood, size, and anything of interest that may not be included in the public-facing listing information.

          Focus solely on the lead and his or reasons for reaching out to you, no matter how tempted you are to toot your own horn. Naturally, if you’re asked, you’ll want to answer questions about yourself, but unsolicited remarks about your sales stats, designations, etc. make you appear overly “salesy.”

          Don’t push for an appointment until you understand where in the pipeline this lead falls. At this point, you’re a counselor, not a real estate salesperson.

          Identify yourself and the name of your brokerage, and quickly add that you’re returning his or her call.

          At this point, the lead may launch into the reason for the original call. Listen carefully to what’s being said and answer all questions.

          When the call is for information about a particular listing, describe it and then, again, listen.

          If you feel that the lead is open to remaining on the phone with you, begin a gentle probe, asking if he has spoken with a lender, if he has a home to sell before buying another and, naturally, if he’s interested in touring the home he called about.

          Before disengaging the caller, let him know that you have no intention of hounding him like some of the other agents he’s spoken with but that you’re available if he has additional questions.

          Ask for permission to email alerts about new listings similar to the one he called about.

          The wrap-up 

          If you offer free reports or an e-book, offer it toward the end of the call. “I just created a market report for the Pleasant Skies neighborhood that will give you an idea of what the different models are selling for, can I email you a copy?”

          Great free reports to offer that are popular with consumers include, “Chop Years Off Your Mortgage“, “5 Reasons Your House Didn’t Sell” “Sure-Fire Tips For a Quick Sale“, “6 Dangers of Overpricing“, all of which are available here.

          Be sure to include your free report offer with your emails direct mail, social media and website to drive those inbound phone calls.

          No freebies? Hey, a list of new listings matching his criteria is a freebie, so offer that. “I’ll tell you what, Joe, give me your email address and I’ll be happy to email you alerts of new listings that match what you’re looking for.”

          End the call with something along the lines of: “Terrific. Now, if you see any other listings you’re interested in touring, don’t hesitate to give me a call, or text me. I’m happy to set appointments for you and show you around the neighborhood,”

          The key to success with a lead who leaves you a message is lightning-quick response time. Then, remember not to come on too strong. Counsel the lead, don’t sell to her.

          Free Report for Real Estate Marketing to sellers
          Add Free Report Offers to all of Your Marketing (Available in Free Reports)
          Order the 5 Sure-Fire Tips For a Quick Sale Free Report and share in person, through direct mail, email and add to your website as a free download in exchange for an email.

          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

            And, find out what trait helps guinea pigs make money (under creativity)

            Success in any endeavor is in the eye and mind of the beholder. My idea of personal success may mean something completely different than yours.

            Some folks use money as a benchmark while others don’t feel successful unless they are fulfilled in what they do for a living.

            In real estate, money has a lot to do with success. Without it, you won’t stay in business for long. The keys to making money – financial success — in the industry involves a combination of certain personality and character traits and ingrained habits.

            Let’s take a look at some of the traits that the most ‘Rock Star’ agents exhibit.

            1. Tenacity

             Successful real estate agents don’t let go. They treat every contact from a potential client with a ferocious tenacity, returning calls and emails immediately and following up relentlessly.

            This doesn’t mean they become the fatal attraction of the local real estate industry, it means that the agents make their leads feel attended to and that they are ready and able to assist.

            The same treatment is given to former clients, with consistent follow-up to ensure they remain top-of-mind when the topic of real estate comes up. Sending a Customer Appreciation Thank You postcard is a great way to stay connected and let your clients know you appreciate them.

            Show your clients you appreciate them (available in the postcards section under Customer Appreciation)
            2. Creativity

            “Best practices.” I don’t know about you, but I’ve been seeing that phrase a lot lately. Applied to the real estate industry, the term should make you wary.

            Sure, it sounds quite professional. The problem is, what old-school real estate agents call “best practices” are often nothing more than old, worn-out tactics.

            It means doing the same stuff all the other agents are doing and have done for decades.

            Best practices? Wipe that from your memory chip as the established go-to resource.

            Sure, there are some conventional real estate marketing tactics that still work but to rely on them exclusively in lieu of trying something new is just plain stupid.

            The flip side is that following the herd to every new tactic that comes along is equally silly.

            Once upon a time, there was a real estate agent who decided to do her video blogs from her car on her way to the office in the morning. I’m not absolutely sure who that was, but I have a good idea.

            I often wonder if she resents the fact that thousands of other agents decided to allow her to be the guinea pig with this new technique. And then when they saw it worked, generated revenue, and created new clients, they brazenly stole her idea. It’s to the point now that those agent dashboard video blogs are as trite as some agent taglines and just as ridiculed by the public.

            Help them choose YOU (available in the postcard section under Market Quote postcards)

            Don’t be afraid to be different and to stand out from the rest of the agents in town. Do something new, novel and fun and forget about “best practices.” Don’t rely on any one technique to remain unique for long. Keep on your toes.

             3. Communication

            Successful real estate agents know when to hold em’ and know when to fold ‘em. They walk their clients through every last thing that can possibly be expected to occur in the transaction and then they shut up and listen.

            They gain an understanding of and pay attention to what the client expects out of the relationship. They listen to what the client wants and needs. Then, they act on that, not some supposition of the client’s desires.

            Both sellers and buyers that are dissatisfied with their real estate agents typically claim that their agents didn’t communicate enough. Rich, fulfilled agents keep in contact with their clients at all points during the process, even when there’s nothing new to communicate.

            Clients also expect you to communicate in the manner they prefer. So, text the texters, email the emailers and phone the phoners. And send direct mail when you are after a lasting impact. Even if there is nothing new to talk about, reach out and touch.

            4. Congeniality

            Successful real estate agents are, for the most part, easy to be around. They are network- builders and relationship retainers.

            If the Rolodex were still a staple on every agent’s desk, theirs would be the biggest. Since they understand the value of being pleasant, they have vast networks. They can set a client up with the best trash-out guy in town, the best contractor, plumber, lender, and title company.

            5. Not afraid to spend

            A couple of years ago, real estate social network Active Rain site conducted a survey of 1,758 real estate agents to determine what separates rich real estate agents from poor ones.

            Successful agents understand that they need to spend money to make money.  In fact, according to the study, agents earning more than $100,000 a year spend 10 times more money on marketing than their less successful counterparts.

            They also spend six times more money on technology. Whether spending the money made them a rich agent or it took being rich to be able to spend it, is another question.

            Agents that succeed approach their real estate career as a business. They begin each year with a plan which is updated and tweaked throughout the year.

            Most of all, they are somewhat fearless, willing to take risks and tenaciously devoted to their success.

            Start building good habits today by sending at least 100 Please Allow Me postcards from the Agent Introduction Series to an area where you would like more business.
            Let them know who the neighborhood expert is (available in the postcard section under Agent Introduction)

             

            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

              I hate to sound like a nag, but if you aren’t blogging in 2019–why?

              I recently read a blog post directed at real estate agents about various forms of marketing. One of them was blogging and the writer listed the pros and cons:

              • It is time-consuming or “costly” (if you hire someone to write your posts)
              • The results aren’t instant: It takes time and a commitment to a strategy to build traffic to your blog.

              Neither of these “cons” should be a consideration. In 2019, blogging is non-negotiable. You simply must have a blog on your website. Then, you simply must promote it.

              And, by the way, which real estate marketing method is “instant,” I wonder?

              So, clear a spot on your daily “to-do” list for either the writing or the hiring of someone else to write your real estate blog posts. Then, take a look at our 3 places to find inspiration to get you going.

              By the way, your blog posts don’t all have to be about real estate. In fact, the best agent blogs offer a mix of items of local interest, real estate and homeowner topics. All three offer a ton of opportunities to show your expertise and personality and to engage with potential clients.

              Realtor marketing postcards for neighborhood updates with a free offer
              Keep them up on area trends (Available in the postcard section under Neighborhood Update Series)
               1. Amazon.com

              Knowing your audience (what they’re thinking about, their pain points, etc.) is critical to crafting a winning blog post. A brilliant way to find out what’s currently on many homeowner’s minds is by checking the best-selling products on Amazon.com.

              For instance, high on the best-selling products list right now is a gadget that keeps hair from going down the shower/tub drain. A post on clogged drains, how to unclog them and prevent them in the future would work well.

              Several floor cleaning products make the list, from vacuums to mops. A post on caring for different types of flooring may be interesting to your audience. Or, write about the different types of floors and how they stack up against one another.

              It’s spring, so don’t neglect checking out Amazon’s patio and garden category to get a feel for what potential clients are doing around the home’s exterior.

              Right now, for instance, their battles seem to be with flying insects, ants and cockroaches. Write a post about DIY Spring Pest Control. You’ll find inspiration at Angieslist.com, FamilyHandyman.com and Clark.com.

              To get started, go to Amazon’s best sellers list. On the left side of the page are the various categories you can browse. Home & Kitchen and Patio, Lawn & Garden are two good places to start.to discover what subjects are currently on peoples minds.

              Get your phone ringing with a valuable Free Offer (available in the postcard section under Free Offer Series)
               2. National real estate sites

              Since you should rotate homeowner-focused blog posts with real estate-related posts, use your current clients’ questions and concerns for blog post topics.

              When you get stuck, visit national real estate sites for inspiration. Zillow.com, for instance, offers Porchlight, its consumer-facing blog.

              Current topics include many addressed to sellers:

              • Curb appeal boosters
              • To-dos before listing
              • How to negotiate the counteroffer

              Check the site’s Tips & Advice section in particular. Redfin has a busy blog as well, and you’ll find endless inspiration for your blogs.

              Today I took a spin around it and found posts about the best day to list a home for sale, home staging tips and digital home closings. 

              3. Local flavor

              The most share-worthy posts you will write will be hyper-local and one of the best is published in spring: a guide to local summer camps for kids. No time to research your area’s summer camps? Hire someone to do it for you. Find inexpensive freelance researchers online at Fiverr.com and Upwork.com.

              Keeping with the spring/summer theme, and keeping it local, check with your local parks and recreation department to learn about upcoming events.

              Then, head to Yelp.com. Find the best eateries that offer patio dining, the best ice cream or fro-yo shops, places where kids eat free or dog friendly restaurants and create a listicle around each one.

              Create a perfect Father’s Day scenario, complete with brunch or lunch and his favorite local activity. Or, choose a summer month and show how it’s celebrated locally.  For inspiration, check out Anchorage, Alaska’s Unity Home Group blog.

              Inspiration for your real estate website’s blog posts is everywhere. All you need to do is get them written, posted and then shared on social media.

              Beats cold calling.

              Send at least 100 Free Home Market Analysis postcards from the Call to Action Series to an area where you want more listings.
              Get hands to raise with a popular Free Market Analysis Offer (available in the postcard section under Call to Action series)

              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 ways we can help you have an INVINCIBLE 2019!

              1. Become a Listing Legend Free eBook 

              Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here 

               

               

              2. “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 the shortest path to being remembered & referred.

                Knife sets, branded bottles of wine or Home Depot gift cards won’t make you memorable to your real estate clients, months or years after closing.

                Only brilliant customer service and consistent follow-up can do that. To provide them with the best service, you’ll need to know what they want and need from you and go about providing it.

                NAR recently released its 2019 Home Buyers and Sellers Generational Report and while it’s heavy on millennial information (as usual), there are tidbits of information that apply well to all generations in the real estate market.

                 Understand who you’re working with

                While it’s challenging to make blanket statements about a group of people based on age, it’s crazy to lump them into the two broad categories of “buyers” and “sellers.”

                The NAR report at least gives insight into what the different generations are seeking in an agent and in a home.

                Your most likely clients will be millennials and baby boomers (sorry, Gen X). Thirty-seven percent of recent home buyers are millennials and 32 percent were baby boomers. Two completely different sets of real estate consumers with completely different sets of wants and needs.

                Millennials choose neighborhoods based on how convenient it is to their jobs. So, it should come as no surprise that commuting costs are a big factor when they search for a home.

                Many baby boomers, on the other hand, are buying a home because they’re retiring. Their minds are on saving money as well, and their hot button is energy efficiency. A home that won’t burn through their retirement funds with heating and cooling costs.

                These, again, are broad generalizations, but they give you a starting point to understand who you’ll be working with this year.

                The initial client consultation is your opportunity to dive deeper into their specific wants and needs. This is true whether they are buying or selling a home.

                Send a special thank you to those who matter most (Available in the postcard section under Customer Appreciation Series)
                Prepare your clients

                Millennials, especially, crave knowledge of the process. However, all buyers can benefit from a thorough buyer or seller consultation. How’s yours?

                If it’s done on the fly, lasts about 15 minutes and doesn’t include anything they can physically hold in their hands, you have some work to do.

                “The biggest benefit of using a real estate agent during buyers’ home search was the help they provided understanding the process,” according to the new NAR report.

                In fact, 60 percent of all buyers surveyed claimed that the biggest benefit of working with an agent was getting help to understand the process.

                Ensure that your consultation covers every step in the homebuying process and answers every conceivable question they may have.

                Then, create handouts and copy them to the buyers’ section on your website. This might include a Mortgage 101 guide. More examples include explanations of the various government-backed loan mortgage programs or a walkthrough of the appraisal process and what a home inspector does.

                The more time you spend with buyers in helping them learn the process, the smoother it will be and the more memorable you become.

                Let your clients know you are thinking of them (available in the postcard section under Customer Appreciation Series)
                Get your team in place

                I once met a waitress who played a game with every customer she served. No, the customers weren’t aware of the game.

                She called it “Anticipation,” and the rules were simple. To declare herself the winner for the day, she would need to anticipate what each table of customers needed and wanted. This rule was in place from the time they were seated until they paid the check.

                This meant remembering the mint jelly for the guy who ordered lamb, ensuring the bread basket remained full and that there was sufficient butter on the table. Each table had a myriad of small details hat needed attention and if a customer had to ask her for something, she lost the game that day.

                You can’t anticipate everything a client needs during the selling or buying process. However, you can fulfill many of them with your preferred vendor list.

                If you are new to real estate, these are the professionals you turn to for mortgages, title and escrow, staging, cleaning, movers, repair work and legal advice.

                While it’s a bit lengthy you can find a list of the types you may want to consider partnering with at TheRealEstateTrainer.com.

                Then, tell your clients that it’s all part of your world-class “concierge service.”

                Funny thing about we humans: we vividly remember the bad service we receive. Good service? Not so much. Which is why consistently following up after the transaction is so important.

                A subtle reminder of just how awesome you are can get the referrals rolling in.

                Send the Thank You as Big as a House postcard from the Customer Appreciation Series to all of your past clients.
                Let your past clients know you’re there for them (available in the postcard section under the Customer Appreciation Series)

                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!

                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

                  Just curious: Why aren’t you telling your clients what you do for them? Sure, we’ve all seen the memes or infographics that list the tasks agents perform, but do you supply these to each and every client that signs on with you?

                  Do you outline on your website and in your listing presentations what you actually do for clients? And, no, we aren’t talking “negotiate to get you the best deal,” or “make suggestions on how to get your home ready for the market,” although those items do have a place on the list.

                  We’re talking a lengthy and impressive list of everything you do to earn the money you’re paid.

                  It’s truly a pity that this is even a suggestion. Do you wonder what your doctor, lawyer, veterinarian, hair stylist or plumber does to earn the money you pay them?

                  Apparently, buyers think that all you do is run MLS searches and open doors for them and sellers think your biggest contribution is helping to figure out home value and sticking a sign in the yard.

                  Unfortunately, the real estate agent’s “respectable profession” has been downgraded to a pastime, according to Justin Fox at Forbes.com.

                  Unlike other professions, to get the respect you deserve, you’ll need to earn it – to prove your worth.

                  Sucks, I know. 

                  Provide them insight (available in the postcard section under the Get More Listings Series)
                  From their mouths to your ears

                  “With the press of a button, the home was online and buyers began touring the home,” a home seller told Andrea Requier at MarketWatch.com.

                  “However, my listing agent was not giving the tours, the buyer’s agents were. After the home sold, I realized that my agent did very little to earn his share of (the commission),” he concluded.

                  Notice how the seller credits both technology and buyers’ agents for the traffic through his home. He doesn’t seem to have a clue that his listing agent is responsible and exactly how much work it took to generate that traffic.

                  We can place the blame for real estate consumers’ ignorance of your job duties on others, but since so much of what you do is performed behind the scenes, the blame lies with agents.

                  It’s not enough to tell prospective clients how amazing you are. It’s not enough to list your statistics and to sling a snappy slogan at them.

                  This is not your parents’ real estate industry

                  “Emerging technologies and data-driven startups are empowering consumers and fundamentally changing the way they buy and sell properties,” according to Tommy O’Shaughnessy at ListWithClever.com.

                  “What’s more, discount and nontraditional brokerages are challenging the longstanding reign of the traditional realtor model.”

                  There are real threats to what we once assumed was a pretty bullet-proof profession. Now is not the time for complacency; not when all of these emerging technologies and alternative brokerages are busy proving their worth to the consumer.

                  What else real estate consumers don’t get

                  Interestingly, nearly half of home sellers think the buyer pays their agent’s commission, according to the results of a Clever Real Estate study published in February 2019.

                  Other interesting tidbits from the study include:

                  • Nearly half of listing clients were unaware that they would be paying the buyer’s agent.
                  • Nearly 40 percent of the survey respondents feel that artificial intelligence technology can sell a home better than a real estate agent.
                  • Millennial home sellers were twice as likely to say that their agent was “unimportant or not important at all in the home-selling process.”

                  Yikes!

                  Far too many agents aren’t educating their clients and it’s to the point now where their ignorance of the process and what you do to earn the commission is discounted below that of artificial intelligence.

                  Provide peace of mind and confidence (available in the postcard section under Get More Listings Series)
                  It’s time to let them know a few things

                  To prove your value, start with explaining every last detail of the buying or selling process.

                  Explain to your buyers what to expect from the mortgage process, from start to finish, including the major players (loan processor, underwriter, etc.) and what duties each performs. This shows your knowledge – stuff they wouldn’t get if they were winging it on their own.

                  Go over the purchase agreement and all other forms the buyer will be expected to sign, explaining when he or she will receive it, what it means and what happens after it’s submitted.

                  You’ll naturally want to explain your part in the process as well. Assisting with repair negotiations and stressing the importance of performing the final walk through with a professional at hand are two you don’t want to neglect.

                  For instance, you might want to explain to a home seller:

                  “After you sign the listing agreement, I’ll head back to the office and call the sign company to ensure a sign is placed in your yard. I’ll begin the marketing campaign by writing a description of the home for the MLS entry. Then, I’ll …”

                  Step-by-step, what you do from list to close, or from the time a buyer signs on with you to close.

                  It should go without saying that you should explain complicated terms. Even some you don’t think are complicated, such as contingency, escrow, earnest money and title search.

                  A glossary of common real estate terms on your website can streamline this process. Just steer them to the right page.

                  Speaking of your website, how about creating an infographic outlining all the steps that you take when working with clients and posting it on your site?

                  So much of what a real estate agent does goes on behind the scenes. How are consumers going to know what you do—the value provided by working with you—if you don’t let them know each and every duty you perform?

                  Send at least 100 Just Curious About Selling postcards from the Get More Listings Series.
                  Let them know you’re ready to listen (available in the postcard section under Get 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 ways we can help you have an INVINCIBLE 2019!

                  1. Become a Listing Legend Free eBook 

                  Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here 

                   

                   

                  2. “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

                  Provide a fresh perspective (available in the postcard section under Get More Listings Series)

                  As a new agent, you no doubt learned that, in many states, home sellers have a legal obligation to disclose known problems with the home.

                  As well, home buyers have an obligation to perform due diligence. The law, however, understands that home buyers, even with the best due diligence, are inexperienced and may not understand what to look for.

                  Enter, the real estate agent – the third side of the disclosure triangle. While states differ in their agent disclosure requirements, most make it pretty clear that an agent has a duty to disclose any known material facts that may impact the value of the home.

                  In California, for instance, the Civil Jury Instructions state that:

                  “A broker must disclose these facts if he or she knows or should know that the buyer is not aware of them and cannot reasonably be expected to discover them through diligent attention and observation.”

                  Legal duty aside, helping your client make a wise buying decision is basic, good customer service. The stuff that referrals and glowing testimonials are made of.

                  As you advance in your real estate career you’ll learn that most houses have problems, from the tiny to the gigantic. Yes, even newly-constructed homes.

                  Some are obvious, while others lurk behind very scant evidence of their existence. With experience, you’ll get to know the clues – the red flags that something isn’t right.

                  Compel fence sitters to call (Available in the postcard section under Fence Sitter Buyers Series)

                  In the meantime, we’ve gathered some of the more common clues to look for when showing homes to your buying clients.

                  The electrical system

                  Old homes are notorious for their electrical system problems. Outdated or damaged wiring, too few electrical outlets and burned out or loose connections are common.

                  Before buying into your client’s desire to buy a home that needs to be rewired, let him or her know that they can “expect to pay $8,000 to $15,000 to rewire a 1,500- to 3,000-square-foot home,” says Angie Hicks of AngiesList.com.

                  A chief complaint of many owners of old homes is that there aren’t enough electrical outlets to meet their needs. While the cost of adding new outlets isn’t as high as replacing the home’s wiring, it can still be costly, depending on the electrician’s hourly fee.

                  “. . . adding a new electric outlet can range from $100 to $800, with the average cost around $350,” according to the pros at ImproveNet.com.

                  As you tour a home, especially if the home is more than 50 years old, do a bit of snooping. Flick all the switches in the home to ensure they’re operating.

                  Help the move-up market understand the process (available in the postcard section under Move-Up Market)

                  Take a look at the electrical outlets for obvious signs of trouble (scorch marks, etc.). Run your hand over the outlets. They should be cool to the touch. Warm outlets are “strong indications of an unsafe wiring condition,” according to Donna Boyle Schwartz at BobVilla.com.

                  How’s the plumbing?

                  Don’t be shy – turn on the water at the taps and check the pressure. Low water pressure may signify a leak somewhere in the lines.

                  It may also be a sign of less serious problems, including:

                  • A water softener that needs servicing
                  • A pressure reducing valve that isn’t set properly
                  • Clogged aerators

                  Check the pressure while running the hot water only. If it’s lower than the cold-water pressure, there may be a problem with the water heater.

                  Press your toes on the flooring surrounding the toilet. If it feels soft, the toilet may have a leak.

                  Finally, in multi-level homes, look at the ceilings on the floors beneath bathrooms for signs of discoloration. This may indicate a leak somewhere.

                  Maintenance Red Flags

                  You’ll be hearing the term “Deferred maintenance” a lot during your real estate career. Some folks find home maintenance too easy to put off. As the years go by, problems don’t go away, and many tend to get worse.

                  Deferred maintenance is often easy to spot. It’s the overflowing gutters, the chipped paint, the dripping faucet and the toilet that rocks when someone sits on it.

                  While some of these may seem like minor fixes, taken as a whole, you’ll need to wonder what else was deferred that you can’t see. It’s something that you definitely need to share with your client.

                  Check out the floors

                  While your home-buying client is marveling over the gorgeous hardwood floors in a home, you should be checking to see if they slope.

                  Especially if the home isn’t vintage, sloping floors may indicate foundation problems.

                  The two most common include “ . . . uneven settling in the outer foundation, or uneven settling of the support columns beneath the floor system. Either way, it’s not a problem that fixes itself, but it is a problem that will get worse over time,” warns the experts at BDry.com.

                  Buying a home with foundation problems isn’t something you want to encourage. HomeAdvisor.com claims that the national average cost to repair a foundation is $4,158.

                  Centex Foundation Repair in Central Texas gives us a better idea of cost by looking at their client’s bills: $2,162.42 on the low end to $13,705.19 on the high end.

                  “. . . so far this year our average price of repairs has been $5,911.70,” they claim on their website.

                  Excite Fence Sitters to take the first step (available in the postcard section under Fence Sitters Series)

                  Run this by your client before he or she falls madly in love with those Brazilian walnut floors.

                  Send at least 100 The Time is Now postcards from the Fence Sitter Series to an area where you want more buyers.

                  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 ways we can help you have an INVINCIBLE 2019!

                  1. Become a Listing Legend Free eBook 

                  Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here 

                   

                   

                   

                  2. “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

                   

                   

                  That period from winter into mid-spring is typically akin to a drought followed by a raging storm for real estate professionals.

                  It’s just as the drought is ending, however, that our fingers ache from clinging to our wits and our wallets.

                  Yes, it will end. Business will pick up, if it hasn’t by the time you read this.

                  We have some suggestions to consider if you’re still dealing with a snail’s pace real estate market.

                  1. Take action

                  Regardless of how few clients you have right now, there are actions you can take to advance your business that don’t involve showing homes or chasing listings.

                  In fact, taking just one action each day can get you out of the doldrums and into motivation.

                  A good first action to take is getting away from your desk. A change of scenery is an excellent way to get your brain moving in another direction.

                  Take a walk (in a different location every day). Take a few hours off just to think. Or, work from your favorite coffee shop that offers Wi-Fi.

                  Make lunch or coffee dates with former clients or vow to meet colleagues after work for cocktails.

                  If you must remain tied to your desk, get back to the basics that have kept you in business. Think back: which activities have delivered the most successes?

                  If you once did well with door-knocking but ditched it for the next shiny object, pick it up again, dust off your skills and start knocking for dollars.

                  2. Get help from the great motivators

                  Some of the world’s greatest motivational speakers are just a book, DVD or CD away.

                  If you prefer reading, check out some of our favorites:

                  • “Shift: How Real Estate Agents Tackle Tough Times” Gary Keller
                  • “The 10X Rule: The Only Difference Between Success and Failure” Grant Cardone
                  • “Better than Good: Creating a Life you can’t wait to Live,” Zig Ziglar

                  Turn off the radio in the car and pop in a CD or listen on Audible. Here’s a few we think you might like:

                  Ditch the TV for one night a week and watch a motivational video instead:

                   3. About that stuff you’ve let fall through the cracks

                   As a small business owner, you know that even when you’re not working directly with clients or on ways to do so, there is still work to be done. When you’re busy, those are the things that typically fall through the cracks.

                  Website – how are those neighborhood pages coming? Is it time to localize your home page and feature a testimonial or two? Also, don’t forget to add a Free Report offer on your website in exchange for an email address.

                  Testimonials — Do you have a system to generate them? Agents use various methods, from hiring a company who specializes in collecting your testimonials to putting together a questionnaire that you offer your clients at closing.

                  While the latter is a good way to collect testimonials for your website and other marketing materials, aim to convince them to leave you one at the online review sites.

                  Then, consider reaching out to past clients who didn’t leave a review. This contact also serves to put you back on the front burner of their memories.

                  Buyers’ consultation – Does yours need some work? Update any area that needs it. Anything you can do to add value to your consultations helps boost your customer service.

                  The key to pricing your listings right (available under our Objection Handling Flyers tab)

                  Listing presentation – If your listing presentation is hit-or-miss, consider taking some time to fine-tune it. Don’t know where to start? You’ll find a goldmine of ideas online, from coach websites to YouTube videos to social media groups where other agents hang out.

                  Don’t forget the magic of using a Merchandise Review at your listing appointment to help get your listings priced right the first time. Download the Merchandise Review now and keep copies on hand to use as part of your listing presentation.

                  Get involved – In case you haven’t heard, the generations aging into the real estate market say they check a business’ level of social responsibility before deciding to work with them. What are you doing to better the community at large?

                  Start small if you need to. Find a cause you can put your heart into and volunteer your time. Plan on promoting your cause on your website, social media and anywhere else you can.

                  The market is changing from what we’ve grown accustomed to over the past few years. Who knows what the spring and summer market will bring? At least now you won’t be at wits’ end should you experience a lull in business.

                  Free offers drive interest (available in the postcard section under Free Offer Series)
                  Start stirring up activity by sending at least 100  Free List of Homes postcards from the Free Offer 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 ways we can help you have an INVINCIBLE 2019!

                  1. Become a Listing Legend Free eBook 

                  Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here 

                   

                   

                  2. “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

                  Wanna hear a secret? Few potential home buyers actually read agent descriptions when viewing a listing online – at least according to a university study that tracked their eye movements.

                  Home buyers take in the photo first and then they view the property’s statistics. This leaves the listing description for last, according to a study by researchers at Old Dominion University.

                  In fact, more than 40 percent of study participants didn’t even get past the photo to look at the agent remarks. This lead the authors to question “In an actual setting, we wonder if the agent remarks ever get read if the home searcher doesn’t like the initial home photos.”

                  Key takeaway? Ensure your photos are impeccable.

                  Once that’s done, it’s time to write a brilliant description for that listing. Start here.

                  Who is the likely buyer?

                  When you understand which pool the likely buyer will come from, you can write a more focused description.

                  For instance, if the home is larger-than-entry-level (a move-up home), your most likely buyer in 2018 will come from Generation X.

                  Do some research and you’ll learn that these buyers crave a home close to good schools and within a reasonable commute time to work.

                  Compel them with a Free report offer (Available in the Free Report Section)

                  They need extra square footage for the kids and a bit of privacy for Mom and Dad. In addition, their lifestyle includes keeping fit (parks and trails are worth a mention) and time spent with friends and family (that outdoor deck is great for entertaining).

                  Remember the law

                  Later, I’ll show you an example of a common problem I see in listing descriptions. If the mention of the “family neighborhood” doesn’t set off your Equal Housing alarm, perhaps you should brush up on the laws before diving into an explanation of your listing.

                  While proofing your listing description, ensure that nothing you say can be construed as steering (describe the property, not the neighborhood). Although you should know who the buyer may be for the home, resist describing the ideal candidate (family, young couples, etc.).

                  And, although the rules about “forbidden” words are common-sense, refresh your memory with a quick glance over a list. The State of Massachusetts Department of Consumer and Business Affairs offers a list on its website.

                  Don’t waste valuable space

                  A whole section of the typical MLS listing is devoted to a home’s basic features, such as the number of bedrooms and bathrooms, square footage, lot size, the number of fireplaces and more.

                  Remember, by the time the viewer gets to your carefully-written description, he or she already knows the basics of the home.

                  Don’t waste valuable description space by repeating what the buyer can find elsewhere on the page. For instance, here’s an actual description I found today:

                  “Remodeled 4 bedroom house with 2 Full Bathrooms, Approximately 1,739 square feet of living space, with Separate Family Room, Formal Dining Room, and Formal Living Room in an excellent family neighborhood.”

                  Let them know you’re thinking of them with a St Patrick’s wish (Available in the postcard section under the Holiday Series)

                  Thirty of the thirty-one words in that sentence are wasted. The fact that the home has been remodeled is a huge selling point. The agent could have done better by replacing that redundant information by describing the upgrades.

                  Speaking of descriptions

                  While I haven’t space here to teach you how to channel Hemmingway, I can offer some bits of advice on how to craft the one piece of prose that confounds most listing agents.

                  Take a look at the listing description I mentioned earlier as an example.

                  By ridding it of the redundancies, there’s room to describe the home’s fresh landscaping in both the front and backyards. Plus, the laminate and tile flooring that blends seamlessly with the existing hardwood and the new granite counter-tops and stove in the open-concept kitchen.

                  Plus, there would be room left over to let potential buyers know that shopping and schools are within walking distance to the home. And, in addition, that the park and golf course is a less-than 5-minute drive.

                  Think back to when you took the listing – do you recall any positive words or concepts that popped into your mind? Chances are good that buyers will feel the same way, so use these in your description.

                  Then, let your reader see what you’re describing by using rich, descriptive imagery. But, don’t go overboard.

                  Proof and then proof again

                  Gone are the days when the only people to ever see your listing descriptions are other agents and appraisers. Today, they are available to the entire world, so spelling and grammar are important.

                  And, no, that’s not just the writer in me waving her red pen. A Redfin/Grammarly study finds that 45 percent of home buyers would think twice about touring a home if its description contained spelling and grammar errors.

                  Yes, they will notice that you think the home has a thankless water heater, a walking closet or a remolded bathroom.

                  If you’re selling a $1 million or higher home, be extra careful with the listing description. A similar study from a few years ago found that high-end home buyers and sellers don’t trust descriptions with spelling and grammar errors.

                  In fact, this group of listings takes longer to sell and “have the lowest percentage of homes that sell over list price,” according to the Wall Street Journal’s Sanette Tanaka.

                  There may be several reasons behind this statistic. The chief among them is that many of us believe that taking the time to check spelling, punctuation, and grammar shows an ability to attend to small details.

                  When proofreading your descriptions, fix the following:

                  • Spelling errors
                  • Grammar errors
                  • Punctuation – watch your commas. “Let’s eat, Gramma” becomes sinister without the comma – “Let’s eat Gramma.” Avoid the use of exclamation points.
                  • Never use all caps to describe a home.
                  • Don’t be boring.

                    Stay on their mind by sending Holiday wishes (Available in the postcard section under Holiday Series)
                  Send at least 100 St Patrick’s Day postcards from the Holiday Series to your Sphere, Farm and anyone else you want to make sure knows you’re there for them.

                  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 ways we can help you have an INVINCIBLE 2019!

                  1. Become a Listing Legend Free eBook 

                  Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here 

                   

                   

                  2. “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

                  Think back to your rookie agent days. If you’re like most of us, you would have done anything for that first client. That first closed deal.

                  You would have, and probably did, put up with anything a client threw your way.

                  As time goes by, every client remains valuable, but we learn that sometimes what they cost us in angst (and money) just isn’t worth the effort of keeping them.

                  Sometimes, walking away from a client is best for both of you.

                  The dishonest client

                  It’s interesting how buyers have the bad rep of being “liars.” Maybe it’s because “sellers” and “liars” don’t rhyme? Whatever the reason, the label applies to some sellers as much, if not more, than some buyers.

                  You know where I’m going with this, right? The transfer disclosure statement, or whatever it’s called in your neck of the woods.

                  If ever there was a document more accommodating to the liar, it’s the TDS. And, although the vast majority of sellers are honest when filling it out (I’m pretty optimistic about my fellow humans), there are those who just can’t resist fibbing.

                  Update them on important information (Available in the postcard section under the Holiday Series)

                  When the form asks if the seller is aware of any “alterations or repairs made without necessary permits,” your client, Joe, casually circles “No.”

                  While sitting on a deck he built without permits

                  You may not know he didn’t go through the proper channels when he added the deck. You may not even know that he added the deck.

                  A good listing agent will counsel his or her client on the importance of honesty throughout the transaction. We know all too well that not only can the homeowner be held liable if the lies are revealed, but the agent and broker as well.

                  Some sellers, however, don’t just lie to the buyer but also to their agents.

                  It’s easy to understand the temptation. The type of glaring honesty you’re asking of them is hard to swallow when it comes to selling something as expensive as a home. Telling the truth about the home’s flaws seems counter-intuitive.

                  But, if you happen to know that he built that deck (and did so without permits) and you’ve pointed out his “mistake” and he insists on allowing it to remain, it’s time to part ways.

                  Some clients are almost begging to be ditched

                  Also known as the “toxic client,” this is the guy or gal who treats you like a servant. Or, he thinks everyone is out to get him and constantly treats you with suspicion. Or he’s a professional time waster.

                  “I fired a $6 million client once,” Sandi Klein, author and real estate agent told the Chicago Tribune’s Mary Umberger. One of those always-the-smartest-in-the-room-guys, he ignored all of her advice about bidding on homes.

                  He insisted on low-ball offers, despite Klein’s objections. Not only was this a waste of his time, but also Klein’s, the listing agent’s, and the sellers’.

                  Do you really want to work with the client who tells you that he doesn’t trust anyone and that “you can expect that every single thing you do will be subject to a microscopic evaluation?”

                  Those words were directed at Michael Hausam, an agent in California. He recalled the incident to Realtor Mag’s Danielle Braff.

                  “I don’t trust you, nor anyone else, and as a result, I’m going to make this entire process of working together an absolute nightmare,” his client promised.

                  Keep in Touch With Your Sphere (Available in the postcard section under the Holiday Series)

                  Whether it’s a time hog, an advice-ignorer or a client who is outright rude, ditching these clients protects not only your bottom line, but your sense of self-esteem and sanity as well.

                  Don’t be a tarrier

                  To tarry is to hang around way longer than you should.

                  Years ago, I interviewed Ken DeLeon, Silicon Valley mega-agent. During our chat he mentioned that he frequently turns down listings and isn’t at all hesitant to fire a client.

                  Yeah, I was surprised too. Many agents go their entire careers taking every listing that comes their way and wouldn’t dream of kicking a client to the curb.

                  The problem, he said is that agents are “too overly eager.” We continue working with the client who stubbornly insists his house is worth more than it is, the client that you’ve shown homes to for more than 6 months who still can’t make up her mind and the one that you know is secretly working with other agents.

                  DeLeon insists that agents don’t put a premium on their time. Taking the overpriced listing hoping you can eventually talk the client into reality sets you up for a huge time suck.

                  And that buyer who can’t make up her mind? Think of the wear and tear on your car, the gas you use and tack on what your time is worth and to tarry is truly foolish.

                  The key is in knowing what your time is worth, according to DeLeon. A lawyer-turned-real estate agent, he is well aware of the value of an hour’s worth of his time and you should be too.

                  Then, calculate the time it will take you to talk down that low-ball bidder, the overpricing homeowner or the buyer who loves to look at homes, for months on end.

                  If the costs outweigh the benefits, it’s time to bid the client aloha.

                  There must be 50 ways to leave your client

                  The first time you part ways with a client will be the most difficult. When it’s over, however, you’ll never forget that feeling of relief, of freedom. It’s like leaving a toxic love relationship in which you stayed far too long.

                  Believe it or not, there are certain steps to take when you need to relieve yourself of a lousy client. Before you utter that goodbye, run the situation by your broker and, possibly, your attorney or lawyer.

                  The latter may be especially important if there is a buyer’s agreement or listing contract involved. Your broker should be able to counsel you on whether or not professional legal advice is necessary.

                  Then, you’ll need to figure out how you’ll tell your client that “it’s not you, it’s me” and “I hope we can still be friends.”

                  It’s best to stick to the facts and don’t make it personal. Larry Easto, coach and author, recommends that you offer your client options as well.

                  He suggests something along the line of “May I have my broker assign this to another agent in our office or would you prefer to find a new agent on your own?”

                  I don’t know that I’d foist these clients on a colleague though.

                  Become top of mind with your target market (Available in the postcard section under Holiday Series)

                  Breaking free of exhausting, unprofitable, dishonest or emotionally draining client relationships may, in the end, be a blessing to your bottom line.

                  Send at least 100 Daylight Savings Time postcards from the Holiday 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 ways we can help you have an INVINCIBLE 2019!

                  1. “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. Watch it in-demand.  – Click Here

                   

                   

                  2. 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 

                   

                   

                  3. The 12 Month Done-For-You Strategic Marketing Plan

                  The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Listing Inventory, Geographic Farming, and Sphere of Influence. – Click Here

                   

                   

                  4. The Free 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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