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Sunday, January 11, 2026

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.

    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

            Your Facebook business page is useless for lead generation if you insist on using your posts to sell listings and advertise open houses to the exclusion of being, well, social.

            Rule number one: Be of value

            Use “value” as your cornerstone. Here’s an example.

            I love LinkedIn for real estate agent marketing. Its users fall under the ideal demographics for the average home buyer and seller. But it’s one place you do NOT want to be salesy. People use the platform to network, not be sold to.

            Which is why I stopped following a certain virtual assistant service. Everything she posted was an ad for her company. And, I mean, everything.

            Demonstrate your expert knowledge (Available in the Postcard section under Content Cards).

            Ads aren’t of value to me. At least not at LinkedIn. Not at Facebook, either, come to think of it.

            To be of value to a Facebook follower, your posts need to be, above all, social.
            They don’t need to always be real estate-related, just interesting, surprising or helpful.

            Chicago’s Dream Town Realty nails it in the “interesting” and “helpful” categories. All posts (at least the ones we saw) are locally-oriented and full of pride for their city. The recently had a post on “Where to Go Sledding in Chicago” with a great photo of kids sledding at a local hill. This is a post that’s highly shareable and ultra-local.

            Yes, they share open houses and the occasional listing, but “occasional” is the operative word. And, they don’t use the typical “salesy” jargon when they do share these items.

            Where do you find these hot social media topics? Start with your hometown newspaper, your city’s magazine (such as Dream Town Realty did), or another local source.

            Scour the internet to see if your town or city made it onto the many “best places to retire,” “best places to raise kids,” or “best places to live” lists. Just enter into Google, with the quotation marks, “best places,” “best neighborhoods or “best cities.”

            Trulia recently put out a list of the “best” neighborhoods in the country, broken down as best for kids, best for friendliness, etc. Maybe your market made it onto the list.

            Compile your own, like the Dream Town Realty list. Here are some ideas:

            • The best yoga studios
            • Top spots to watch the sun set
            • The best dog parks
            • Best restaurant patio dining
            • Top hiking, biking, walking trails
            • Do a series on day trips from your town
            • Best restaurants for date night
            • Top staycation ideas
            Provide valuable information (Available in the Postcard section under Content Cards)

            The list of local topics is just about endless when you start brainstorming. And, people love local topics.

            Rule number two: Engagement is key

            Real estate pros, by and large, do an admirable job posting to Facebook. Sadly, most aren’t engaging their followers.

            So, why do non-profits on Facebook have such a high rate of engagement with their posts? This is just my opinion, but non-profits, because they aren’t selling anything, are non-threatening. But, the top organizations are also posting the right content.

            The number one non-profit on Facebook is Ted, an organization “devoted to spreading ideas”. It’s a place you can find answers to your most burning questions.

            Which makes for excellent Facebook fodder. A recent Ted Talk video post showing ‘how to do math in your head’ received a decent amount of engagement (nearly 700 comments, so far), it was shared more than 3,000 times. It was viewed 387,000 times.

            Who knew so many people wanted to learn how to add and subtract in their heads?

            When you’re stuck for content, share a post from Ted, or NPR, number 3 on the list of most popular non-profit Facebook pages.

            Don’t make every post all about you. Nobody cares that you’re willing to help them “buy or sell a home.” Few care that you’re holding an open house or that you took a new listing.

            Keep them informed of what’s important (Available in the Postcard section, under Content Cards).

            Think about what makes you interact with a Facebook post and head in that direction with your real estate page.

            Engage your audience by sending at least 100 Demand High, Inventory Low postcards from the Content Card 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 now.  – 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

             

            Quick! What’s the one thing all home sellers expect their listing agent to do for them?

            You got it – market the home so it sells for the most money the market will allow.

            They expect, and sure sometimes they receive, the services of an ace marketer. Most of the time, however, they’re getting someone who has had to learn marketing on the fly.

            The truth is, how effectively you market yourself is an indicator to consumers of how well you’ll market their home.
            Gain their interest with a Free Offer. (Available in the Postcard section of our site, under the Call to Action Series.)

            It’s tough to find the time to figure out creative new ways to promote yourself and your business. However, the tail-end of the so-called “winter slowdown” that’s upon us right now, may just provide you with the time necessary to enter the spring market with guns blazing.

            A born extrovert?

            When someone is considered “bold,” she exhibits confidence, courage and a willingness to take risks, according to the dictionary.

            If this even partially describes you, the world is your proverbial oyster when it comes to ways to market yourself in the real estate industry.

            Unlike many of us, you aren’t afraid to step away from the pack, you aren’t concerned that one potential client might be alienated and your biggest fear is being lumped into the rest of your town’s “pack” of real estate agents.

            Instead of running from the spotlight, you run, headlong, smack-dab into the middle of it.

            Before Silicon Valley’s Ken DeLeon became Wall Street Journal’s number one agent in the country, he did some deep thinking about what would set him apart from the masses.

            Now, this is a guy who, if he likes the song the DJ is playing, thinks nothing of getting up on the dance floor at the local dance club without a partner. And, he’s not even that great of a dancer, according to his own admission (“but I am the fastest” he boasts).

            Naturally, his personality fought to be featured in any marketing he did for his brand. “I did some pretty crazy ads,” in the beginning, he admits, “such as a two-page spread in the local newspaper with me dressed as the Village People.”

            “Instead of ‘Y-M-C-A,’ I was singing ‘S-O-L–D.’” A little Orphan Black-esque, It got the phone ringing and, when last we heard (which was a couple of years ago), DeLeon sold about 12 percent of the available homes in his market.

            He’s not always crazy in his marketing, but he meets his goal of standing out from the crowd. Instead of a one-page market analysis, the former attorney beefs his up to 200 pages which includes neighborhood guides along with current market statistics.

            Then, there are the spotlight-driven brokerages, agents and teams who shine best in the YouTube realm, with branded videos. One of our favorites is, “Teach me How to Dougie” from The Smith Group in Newport Beach, California and Santa Clarita, California’s Real Estate Rockstars.

            Show off their property with style (Available in the Postcard section under Property Showcase Series).

            Grab some inspiration and hog that real estate spotlight!

            For the less-outrageous agent

            OK, so you’re not outrageous. You’re not alone. And, thankfully, there are understated yet wildly effective ways to stand out from the other agents in your market.

            In fact, to some, nothing is funnier or more entertaining than not taking yourself seriously. Self-deprecation, dry wit and irony, if you can pull it off, can be your key to uniqueness.

            When People magazine dubs a video “the most inventive video advertisement the real estate world has ever seen,” you understand that people get this type of humor.

            They’re referring to the brilliant work of New York City agent Brian Keith Lewis. You may have seen Lewis on stage at a past Inman Connect. If not, get inspired by more of his videos on his YouTube channel.

            If real estate videos (even the understated variety) are a bit elaborate for your budget, there are other easy and inexpensive ways to promote your brand.

            “We can complain because rose bushes have thorns or rejoice because thorns have roses,” claimed the late French journalist and novelist Alphonse Karr.

            It’s all in how you look at things, right? Try looking at those “things” through a new or different lens.

            Use that lens to check out tasks that you can perform in your real estate business better than any other agent in town. Open house? Make yours different. Or, focus on broker’s opens and make them the talk of the local MLS meetings and tours.

            Something as simple as returning phone calls within minutes of receiving them sets you apart from the masses.

            Become amazing at one thing that’s important to real estate consumers. Brag about it, become amazing at it and you’ll be known for it.

            Offer them something they value (Available in the Postcard section under the Call to Action Series)
            Refuse to be average

            Successful people, according to Zen Habits’ Leo Babauta, harbor one similar trait, “the willingness to challenge mainstream ideas … the ability to not only question what others do, but the courage to try new ideas, different ideas.”

            So, what if a tactic doesn’t work? Try another. Push the boundaries, be brave, be bold and vow to be successful in promoting your brand.

            Send at least 100 Free Market Analysis 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. 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

             

             

             

            3. “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

             

             

             

            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

             

            Do This, Not This

            Reading the news every day it’s easy to assume that manners are a thing of the past – some dusty old idea that few feel the need to adhere to. Our whole sense of what is and isn’t appropriate has been turned upside down to the point where bad behavior is so revered, there are TV shows on the topic.

            Unfortunately, this lack of dignity carries over into the business world and the real estate industry as well. Poorly behaving agents is a subject that is becoming more prevalent in the real estate industry.

            “Real Estate is a reputation business. Practicing sound business etiquette and consistent professional courtesies will enhance your reputation both inside and outside the real estate arena,” claims the Austin Board of REALTORS®.

            And, truer words have never been spoken.

            This is a great time of year to reach out to past clients and say thank you. (Available in the Customer Appreciation section under “Postcards”)

            “When we asked agents to tell their experiences with poorly behaving agents, we heard horror stories.”

            Professional showing behavior

            “How about when the listing instructions say to call the listing agent for an appointment to show the house and the agent doesn’t answer the phone?” asks Realty Billings’ Amber Uhren.

            “In addition, the agent doesn’t have anyone else answering the phone and doesn’t return your calls.”

            How much does a listing client pay for high-quality service? Everyone is trying to make money – the seller, the buyer’s agent and, hopefully, the listing agent as well.

            To not do all you can to make it easy for other agents to show the home is not only a breach of your duties to your client, but it’s frustrating for other agents – agents you may need to deal with in the future.

            Even if the house has a recently-accepted offer, answer the phone, return the calls and update the listing in the MLS to reflect the change in status.

            It’s professional business behavior 101.

            Then, there’s the flip side. Most homeowners go through hoops to keep their homes in showing condition. Imagine the frenzy of cleaning and tidying they must go through when they’re expecting a potential buyer.

            Then, having to leave the house before the buyers show up is another huge inconvenience. But they do it because they want their homes to sell.

            As a listing agent, have you ever faced a ticked off homeowner when, after going through the hoops, the showing agent didn’t show? “Either show the home you made the appointment for, or call the homeowner and cancel,” Uhren continues.

            One issue we heard repeatedly is that so many agents don’t leave feedback about the listings they show their buyers.

            This may be an old-school custom, but isn’t obtaining feedback the listing agent’s job?

            In the past, it was up to the listing agent to gather up all those business cards agents toss on the kitchen counter and make the calls to get the feedback.

            Today, the onus not only seems to be on the buyer’s agent, but those that don’t take the time to reach out to the listing agent are considered rude.

            Show your past clients your gratitude by saying thank you (Available in the Customer Appreciation section under “Postcards”)

            Sure, it’s good etiquette for the buyer’s agent to offer up feedback, but if it isn’t forthcoming, call, text or email him or her.

            Professional communication behavior

            This may sound crazy, but please check your email more often than once a week.

            We spoke with one agent recently, that was in the midst of a deal with an agent across town who, when asked if she got her email, said: “I only check my emails once a week.”

            It’s 2019 – time to check your emails daily, at least.

            Then, there are the agents who are so busy, their texts look like shorthand. The problem is, not a lot of us understand abbreviations and symbols. If the information you need to communicate doesn’t fit into a text, use email or pick up the phone.

            Business communication, especially when we’re dealing with contracts pertaining to someone’s largest investment, need to be clean and clear. No emojis, no emoticons, and no text-speak.

            Professional client etiquette

            Then, there’s the agent who told us a story about a particular listing presentation. We’ll call her “Agent 2.”

            Agent 1 did her listing presentation just prior to Agent 2 giving hers. When Agent 2 arrived for hers, the homeowner shared Agent 1’s trash talk about her. Not only is this a violation of article 15 of NAR’s Code of Ethics and Standards of Practice, but Agent 1’s unprofessional behavior handed the listing to Agent 2.

            The homeowner told her she would NEVER work with anyone who would stoop so low as to insult a colleague just to get her business.

            Unprofessional agent behavior isn’t just harmful to a transaction; it is also seriously damaging the real estate industry’s reputation as a whole. Professional agent behavior boils down to what you learned in scouting.

            Be polite, be respectful and be considerate.

            Remind your past clients where to turn for help (Available in the Customer Appreciation section under “Postcards”)

            And, although you didn’t learn this in scouting, please don’t EVER leave a listing until you check that all the doors are locked.

            Send at least 100 Customer Appreciation postcards to past clients and referrals.
            Show them you’re thinking of them and get them thinking of you, again.

            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!

            Become a Listing Legend Free ebook

             

            PLUS: When you have time…here are 4 free ways we can help you have an INVINCIBLE 2019!

            1. Become a Listing Legend Free eBook 

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

             

            One-Page Free Real Estate Business Plan

            2. The Free One-Page Real Estate Business Plan

            Treat your business like a business it is vital to long-term success in this industry. Some agents may put together elaborate business plans, yet there’s something powerful about keeping it simple. Check out our one page Online Real Estate Business Plan  – Click Here

             

             

            12-Month Real Estate Marketing Planner

            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

             

             

             

            Free Online ROI Calculator

            4. The Free Online ROI Calculator

             Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! – Click Here

            Also…check out these game-changing tools!

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

            MLSmailings.com – Automated Just Listed, Just Sold Postcards

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

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

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