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.

Blogging For Listings

Listing Lead Generation

Mar 26, 2018

When 1,500 U.S. consumers were asked what type of research they performed before hiring a real estate agent, nearly 43 percent said they seek advice from a neighbor or friend. More than 34 percent say they check the agent’s website.

When the second most popular way of finding agents is by trolling their websites, it’s critical to take a good look at your online presence. Blogging has benefits.

Listings, listings, and more listings

Here’s a “well, DUH” for you: To capture website leads you need visitors to your website. There are several ways to generate more traffic and blogging is one of the best methods.

Merely having a blog on your website will increase the site’s number of visitors, according to a Hubspot study. In fact, companies that blog receive 80 percent more visitors and small-business bloggers (which is what you are) get 126 percent more leads.

The bottom line is that if you promote your posts widely and consistently, you’ll drive more traffic to your website.

SEO

And, if you search engine optimize your blog using long-tail keywords, you’ll be focusing on traffic that is more likely to convert.

Examples of short and long-tail keywords in real estate include:

Short: Lake homes
Long: Lake homes for sale in Madison
Short: Homes for sale in Phoenix
Long: Homes for sale in Phoenix with a pool
One-story homes in Las Vegas
One-story homes for sale in 89123 under $200,000

Real estate consumers are using longtail keywords to find you

Agent Steve Jolly of nashvillerealestatenow claims that he counted “21,050 keywords that were used to find my website” over the course of one year. More than 90 percent of those keywords were longtail.

In a nutshell: Although long tail key phrases will result in less traffic, what you do get will convert easier. And, when you think about it, are you in the traffic-generating or lead-generating business?

Finally, if you’re posting valuable, high-quality content, you may attract inbound links – the holy grail of anyone seeking to rank in Google.

If you want Google to see your site as authoritative, having high-quality inbound links is the only way to do it, according to Jayson DeMers at Search Engine Land.

Blogging helps build trust and establish expertise

The folks at Google asked real estate consumers what is important to them when choosing an agent and nearly half of them said “trust,” according to Tom Ferry.

So, how do you create trust? Through your online presence.

Blogging helps you appear human instead of as a brand. Regular blogging, on a schedule, helps people trust you as well. You show up, you are consistent – those are all qualities consumers seek in an agent.

A blog will help you to position yourself as an expert in your niche

The How

Stuck for topics? Think about your clients and the questions they ask. The chances are good that others have the same questions.

There are at least a gazillion (ok, an exaggeration, maybe a bazillion) pieces of online advice about how to write blog posts. The key thing is to know your audience before you sit down to put fingers to keyboard:

Buyer or seller?
What pain point is your topic addressing?

Keep the answers to these questions in mind to remain focused as you write.

Make the post easier to read by structuring it so that it has lots of white space. Chop up overly long paragraphs and use photos, subheadings, content boxes and block quotes.

The When

How often should you post to your blog? Businesses that “published 16+ blog posts per month got about 4.5X more leads than companies that published between 0 – 4 monthly,” according to a Hubspot survey.

Sounds a bit excessive, doesn’t it? Other than agents who outsource their blogging, who has time to write four blog posts a week? Nonetheless, the takeaway from this survey is that blogging more often results in increased lead generation.

Not only does inbound marketing work, it’s far less expensive than most other types. If done right, blogging is inbound marketing on steroids.

Another way to get more listings, send the Timing is Everything postcard from the Fence-Sitter Series to at least 100 new prospects in an area where you want more listings.

PLUS: Whenever you have a moment…here are 3 things to check out that will help you CRUSH IT in 2018!

1. The Free 2018 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

2. The 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

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

Also…check these out 🙂

3 Click Postcards – Just snap, tap, send all from your mobile phone

MLS Mailings – Automated Just Listed, Just Sold Postcards

Market Dominator System – Become a neighborhood brand

3 Things to Teach Buyers About Fixer-Uppers

Agent Success

Mar 19, 2018

There’s probably little worse in your real estate business than a client who insists on buying fixer-uppers when they have little to no experience with them.

Working incredibly hard for a payday that may not happen isn’t exactly what you signed up for, but there it is.

Experienced buyers may know full well what they’re getting themselves into while first-timers— or those who haven’t been in the market for some time—typically have no idea what to expect.

Sure, they may have heard the fixer-upper horror stories but it isn’t until they’re knee-deep in the process that reality sets in. Most likely, though, they’re Chip and Joanna Gaines fans and can’t wait to get into a process that looks all too easy on TV.

It’s up to you, their professional real estate advisor, to ensure that your clients are prepared.

Yes, location is still important

Counsel your fixer-upper client to consider, carefully, the home’s location.

If you aren’t familiar with the neighborhood, check recent sold prices and look for anything else that might recommend the neighborhood. Is there a Whole Foods or Walmart planned? Those are both indications that the area might be a good investment.

What are the schools like? As much as the current political climate in the nation would like to downplay this aspect of a neighborhood’s desirability, it is still quite pertinent with homebuyers.

Explain to your client how difficult it will be to recoup the money spent to rehab the house if the work increases its value beyond that of other neighborhood homes.

It’s important to know the cost before making an offer

Real estate consumers aren’t privy to your depth of knowledge about everything involved in buying a home and it’s important to be constantly reminding yourself of this.

For instance, how many of your buyers think that the home inspection is the definitive diagnosis of what may be wrong with the home?

The answer to that is, probably, “most of them.”

What many don’t understand is that the inspector only inspects visible areas of the home. Who knows what might be lurking behind the walls or under the kitchen vinyl?

As you know, when buying a fixer, the home inspection is even more important as is the client’s willingness to order extra inspections, if needed.

Get as much information as possible from the inspector, especially about the condition of the home’s major systems and the priciest items to fix (foundation, roof and structure issues).

Because you’ll want to be able to counsel your client on how much to offer for the home, both of you will need to consult with a contractor and obtain a written estimate of how much it will cost to get the home up to snuff (including the price of permits).

Then, tack on some extra.

“Plan for at least one budget-buster by adding an extra 12% to your renovation estimate,” cautions the experts at daveramsey.com.

And, again, if the home, after renovation, is valued higher than similar homes on the block, you and I both know it’s a lousy investment.

Paying for the work

There are a number of ways to finance the purchase of a fixer-upper and which to choose typically rests on the amount of work required. Among the more popular options is Fannie Mae’s HomeStyle Renovation loan.

Your client will need a credit score of at least 620 and a minimum 5 percent down payment, but, similar to FHA’s 203(k) program, it combines the cost of the renovation with the cost of the home, so there will be only one loan.

While your client may be familiar with these programs, the loans aren’t as easy to work with as they may believe. The FHA loan, for instance, requires hiring a “qualified 203(k) consultant to oversee every step of the work, from plans to the finished product,” according to Robin Saks Frankel at bankrate.com.

To get approved for the HomeStyle loan, your client will have to hire a contractor to put together a detailed cost estimate.

Then, there are a number of other tedious hoops to jump through during the rehab process. Ensure that your client knows all there is to know about his or her preferred financing method.

For buyers on a budget, a fixer can mean being able to buy a larger home, for others, it’s a chance to purchase something that they can customize to their tastes and lifestyle.

Walk them through the process to help ensure they know what they’re getting into so there are no surprises down the line.

Send the 6 Move-Up Mistakes Postcard from the Move-up Market Series to at least 100 prospects in an area where you would like more buyers.

PLUS: Whenever you have a moment…here are 3 things to check out that will help you CRUSH IT in 2018!

1. The Free 2018 Real Estate Business Plan

2. The Online ROI Calculator

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

Also…check these out 🙂

3 Click Postcards – Just snap, tap, send all from your mobile phone

MLS Mailings – Automated Just Listed, Just Sold Postcards

Market Dominator System – Become a neighborhood brand

Top 3 Agent Tools for 2018

Agent Tools

Mar 14, 2018

First the essentials

You may already be familiar with these tools, but are you really making the most of them? When strategically used, not only do they make your work life a lot easier, but they will help you generate new business as well.

The best smartphone for agents

Your smartphone is the one tool you’ll use more than any other in your real estate practice.

Most REALTORS® — more than half – use the Apple iPhone®, according to NAR, second in popularity is Android™. While a smartphone’s features are critical in an agents decision-making process, the types of apps it can run and their ease of use is important to consider as well. Again, the iPhone® gets the award – this time for the sheer number of apps, but the number and variety of Android™ apps are increasing.

When making your final decision, be sure to compare the audio quality on speakerphone and Bluetooth. This is important since you’ll most likely use the phone a lot while driving (if that’s legal in your area). And the audio quality between phones can vary greatly.

At the beginning of your career, you’ll probably rely on your phone to take photos and videos, take time to verify the photo and video display and resolution are high-quality. Most newer Apple iPhone® and Android™ phones do an adequate job of capturing images and video with high-quality resolution.

New smartphone apps that make work easier

RPR Mobile – easily search properties, create and send branded reports.
BombBomb – send personal video emails to your clients from your phone on the fly.
Waze – up-to-the-minute traffic updates by other users, great time-saving while on the road.
Open Home Pro – bring your tablet and get digital sign-ins at your next open house. Then follow-up with automated emails and text messages.
Videolicious – Make and edit high-quality videos in seconds, including watermarks and logos.

CRM’S have come a long way

From day one of your real estate career, you’ll be hitting the ground, drumming up business. Unless you plan on going through piles of scraps of paper to keep track of all the contacts you’ll make, you need a customer relationship management system.

The CRMs of today are used for a number of tasks – from automating some of your marketing to keeping track of your sphere, your prospects, clients (past and present) and syncing data between multiple platforms. A CRM system has become invaluable.

These systems are offered by a number of companies but look for one with at least the basics — property blasts, email templates and the ability to monitor client activity on your website.

If you’re on an extremely tight budget you might want to start with what the NAR calls “no-frills electronic address books,” such as Outlook and Apple Address book. You won’t get the integrated solutions that you will with the higher-end systems, but at the very least, you’ll get your contacts organized. Three CRMs worth investigating further, Contractually, ZOHO, and Apptivo.

Website & blog solutions made easy

“My websites are critical to my success,” claims Minnesota’s Kris Lindahl, named one of REAL Trends’ and Trulia’s “America’s Best Real Estate Agents.”

“While they’re not the only marketing tool we use, they’re certainly the easiest. There’s a lot to be said for effective inbound marketing. It’s painless.”

Sure, your broker may offer you a page on his or her company website, but you need your own, with your branding.

You can spend a ton of money on a website, or you can do what many smart agents are doing and use a ready-made solution. One example is setting up a WordPress site, using an attractive, agent-friendly WordPress theme, such as “Curb Appeal Evolved”. This theme runs under $50.00 and offers IDX plugins, which is the most important tool on any real estate site. Or, check the selection of templates available at Theme Forest.

Additional ready-made, agent-friendly website and blog solutions worth investigating include Placester, Websitebox, Squarespace, Wix, and Weebly.

Top tech tools growing in 2018

360 Degree Cameras – These cameras create a feeling of actually being inside the property and are able to capture every angle allowing for deeper exploration. A recent study by Magnifyre showed 25% of video watchers preferred 360 videos over traditional cropped format.

3D Cameras – places you inside the property as well allowing you the freedom to look around. There is said to be a greater feeling of depth with a 3D camera. However, you are not able to capture every angle with a 3D camera as you will with a 360 camera.

Chatbots – allow you to streamline communication on your website by answering routine questions before you talk to a client. Provides the client another option for information other than picking up the phone. A few Chatbots to investigate further include, Automabots, Structurely, Botplan.

Make the most of your CRM, send a Community Newsletter from our Newsletter Series to your Sphere of Influence. Be sure to notate when the postcards went out in your CRM for tracking purposes.

PLUS: Whenever you have a moment…here are 3 things to check out that will help you CRUSH IT in 2018!

1. The Free 2018 Real Estate Business Plan

2. The Online ROI Calculator

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

Also…check these out 🙂

3 Click Postcards – Just snap, tap, send all from your mobile phone

MLS Mailings – Automated Just Listed, Just Sold Postcards

Market Dominator System – Become a neighborhood brand

Internet Inquiries – how to avoid scaring them away

Sales Skills

Mar 1, 2018

Have you ever noticed how making cold calls is a lot like writer’s block? Stare at the phone/blank page? Check.

Thoughts of others being critical of you running through your head? Check.

A huge wall between yourself and anything intelligent you might say/write? Yup.

Even though following up with an internet inquiry should be at least lukewarm, many of us go through the same intimidation we feel with the icy ones.

But it doesn’t have to be that way. Not if you remind yourself that the internet inquiry on the other end of the phone asked to be contacted. That should cure at least the initial paralysis.

Then, come up with a system that not only lends itself to increase your comfort level but effectively captures that inquiry.

It’s all in the timing

To transform an inquiry into a client requires building a relationship. The first contact, then, is critical. And, a speedy return call almost guarantees that you’ll connect with the inquiry.

A couple of years ago, Steve Olenski at Forbes.com mentioned a study that found the odds of reaching an inquiry decays significantly over time. Reach out within five minutes of receipt of the inquiry and your luck is at its highest.

Wait 30 minutes, however, and you are 100 times less likely to reach him or her.

Wait 5 hours and you may as well not even pick up the phone because you’re are 3,000 times less likely to reach the person than if you’d called within five minutes.

Achieving contact with an online inquiry is only part of a successful conversion campaign, however. Qualifying the inquiry – getting him or her to agree to work with you – has its own follow-up rules.

For instance, a study conducted by James Oldroyd, a professor at MIT, focused on figuring out not only when to follow up with an online inquiry, but the inquiry generating methods that resulted in the best conversion rates.

For instance, blogging and social networking delivered far more qualified inquiries than pay-per-click advertising. Another interesting finding is that inquiries captured by offering a book (either traditional or electronic) resulted in the highest conversion rate.

But, we digress. The study finds that the best conversion rates come from subsequent follow-up calls placed on Thursday between 9 a.m. and 11 a.m. The worst time? 1 p.m. to 2 p.m.

Ok, so what do I say?

Since we learn best from our mistakes, let’s talk about what not to say.

Don’t talk about yourself—how much in dollars or how many deals you do, your designations, your integrity or anything else that these inquiries truly, honestly don’t care about.
Don’t beat him or her up by trying to set an appointment. This is an informational call, so be a counselor, not a salesperson.
Don’t make the follow-up call unless you have all of the inquiry’s pertinent information in front of you. This includes what he or she is looking for (to buy or sell), the type of home, neighborhood and the specific property viewed.

**Ok, so here is what you should talk about.**

First, identify yourself and remind the inquiry that you are returning his or her call. If the inquiry is a buyer, calling about a particular property, you should jump right into offering information about it.

Then, shut up.

When you listen, you’ll learn whether or not the inquiry is agreeable to staying on the phone with you. If so, you can begin asking questions – gently.

These include questions about the inquiry’s timeline (“When do you plan on moving?”), whether or not he or she will need to sell a home before buying this one and other qualifying questions.

Finally, let the inquiry know that you aren’t like the others he or she has reached out to – you won’t be relentlessly bothering him. Ask about a preferred contact method and then get permission to use it. Then, use it.

A sample intro

“Hi Jack, this is Anita Deal with ABC Properties. I’m following up on your request for more information to find out how I can help. I notice you’re looking at homes in the University neighborhood. Is that correct?”

This ought to get the conversation off and running.

Let’s wrap it up

There’s an old saying among radio deejays that, before they open the mic, they should always know how they’ll close. This way, if they get lost in their thoughts, they can always throw out their closing line, whether it’s the call letters or something else.

The same holds true for the follow-up call. Will you be offering the inquiry an incentive (CMA, e-book, etc.) for further contact? This is the ideal time to bring it up.

“I wrote an eBook covering the home selling process. Can I email you a copy?”

Or, “I’d love to send you a University neighborhood market report. Should I email it or drop it off?”

Once you have permission to keep in touch, remind the inquiry that you’ll be sending information on properties that match his or her needs, neighborhood-specific information or anything else you think may be of value to the inquiry.

And, end with a reminder to call you if they find a home they want to view. “I’m happy to set up an appointment for us to walk through the home.”

With internet-generated inquiries, time is of the essence. Don’t let your online inquiries go cold, don’t be pushy in the conversation and always offer value.

Take a look at the inquiries you’ve made contact with over the last few years (internet or other). Compile a list and send at least 100 Free Market Analysis Postcards to them.

Need assistance taking your marketing to the next level? Call our support team at 866.405.3638 today!

PLUS: Whenever you have a moment…here are 3 things to check out that will help you CRUSH IT in 2018!

1. The Free 2018 Real Estate Business Plan

2. The Online ROI Calculator

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

Also…check these out 🙂

3 Click Postcards – Just snap, tap, send all from your mobile phone

MLS Mailings – Automated Just Listed, Just Sold Postcards

Market Dominator System – Become a neighborhood brand

Social Proof: Why Agents Need It

Social Media

Feb 27, 2018

In case you haven’t noticed, real estate is no longer your father’s industry. Every year, technology takes it, at warp speed, in directions Papa could only dream about.

In his day, driving the latest Cadillac was proof enough of his success.

Not today.

Your years of experience, impeccable customer service skills and even your über expensive website are no longer enough to convince potential clients that they should work with you.

They believe little of what you tell them and they demand proof.

So, who do they trust?

Your clients—present and former. So, make sure to appreciate and acknowledge your past clients and their referrals with our Customer Appreciation postcard series.

This will be the year that, hopefully, agents finally understand how important reviews are to their bottom line and focus on not only getting more of them but how to present them as well.

What is social proof?

Apparently, the urge to follow the crowd, whether you’re a sheep or a human, is instinctual. It’s why we look skyward when others do. It’s why we stop to look at a car wreck.

“We often imitate others’ actions when making choices with limited information about what’s best,” claims David Stipp at Fortune.com. “It’s almost a law of nature,” he concludes.

“To learn what is correct, we look at what other people are doing,” explains Rob Henderson, an Eli Whitney scholar at Yale University, at PsychologyToday.com. “Advertisers don’t have to persuade us that a product is good, they only need to say others think so.”

This, in a nutshell, is social proof. And, the cornerstone of social proof is your brand’s reviews. Or, “testimonials,” as the real estate industry insists on referring to them.

While it’s a bit embarrassing that our tendencies are so uncomfortably close to those of animals, it’s also an opportunity to cash in when it comes to marketing your brand. A great way to market your brand and showcase the good you are doing for your clients is our Property Showcase Just Listed/Just Sold Postcards.

Need proof that social proof matters?

About five years ago, Jeremy Stoppelman, a former PayPal employee, needed to see a doctor. Understanding that he’d find the best doctor only through word-of-mouth, he became frustrated at how little information he could find online.

As a result, and with $1 million in investor money, Stoppelman and Russel Simmons, another former PayPal employee, gave birth to Yelp.com.

“What we realized was word-of-mouth is the way we wanna find great local businesses,” Stoppelman tells Inc.com’s, Daniel Wolfman.

“That’s what we all naturally do. And if we could create something online that could capture word-of-mouth, that would create an amazing resource to find only the best local businesses.”

That was nearly 15 years ago. Today, research shows that, in their efforts to avoid buyers’ remorse, more than 70 percent of Americans rely on reviews of products and services before making a purchase.

By the way, younger Americans, including Generation X and Millennials, rely on reviews far more than older folks. Social proof, therefore, is imperative for the real estate agent hoping to capture the attention of tomorrow’s real estate consumer. Our Millennials Postcard Series is a great start in that direction.

Like it or not, you may already have a rep

You can always hope that your negative reviews are hidden with the “dead bodies” on page three of Google, but why not be certain? Be aware, though, that polishing an online image takes time and effort unless you have the means to hire a company that specializes in online reputation management.

DIY methods include searching for yourself on Google and Facebook and you’ll find a walkthrough of several ways to clean up your online reputation posted by Alan Henry at lifehacker.

Let’s get you some positive social proof

Most real estate consumers seeking to learn more about you will check online for information first. If you don’t have a “testimonials” section on your website, create one.

Keep in mind that consumers will scrutinize the testimonials’ authenticity. In fact, a 2017 BrightLocal survey found that the “authenticity of reviews is the most important factor for consumers to trust the reviews they read.”

Think about it—how likely are you to trust a review that doesn’t include the reviewer’s name? Or, contains only the reviewer’s initials or an obviously made-up name?

Consider adding your clients’ photos (ask for permission) to the testimonial to add veracity. A study conducted by Olapic, a global software company, found that more than 75 percent of consumers “believe the content that average people share is more honest than advertising from brands.”

Another study finds better conversion rates when the photo is positioned above the text of the testimonial.

BrightLocal’s study also reveals that consumers will seek you out on more than one site before making a decision and most of the time, they’ll check a review site, such as Yelp or the review section on Zillow and Google.

Since the latter is likely to show your review as a result of a search of your name, start there. You’ll find a walkthrough of how to create your free Google listing here.

Use them in your offline marketing

Pick one or two of the most glowing testimonials and use them in all of your offline marketing efforts, from postcards to newsletters to listing presentations and everything else you use offline.

TIP: Use care when soliciting testimonials from clients. Yelp, for instance, has a strict policy against asking for reviews. Furthermore, while most review platforms explicitly prohibit offering incentives for reviews, it’s also against the law.

Chose at least 100 of your past clients and send out Thinking of You postcards from our Customer Appreciation Series. Keep your name top of mind for the next time they are asked for an agent referral.

Need assistance taking your marketing to the next level? Call our support team at 866.405.3638 today!

PLUS: Whenever you have a moment…here are 3 things to check out that will help you CRUSH IT in 2018!

1. The Free 2018 Real Estate Business Plan

2. The Online ROI Calculator

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

Also…check these out 🙂

3 Click Postcards – Just snap, tap, send all from your mobile phone

MLS Mailings – Automated Just Listed, Just Sold Postcards

Market Dominator System – Become a neighborhood brand

7 Smart Tips for Using Doorhangers

Agent Tools

Jan 31, 2018

A Time-Tested Tool

If there’s a tool that’s literally been ‘around the block’ (probably millions of them to date!) it’s the Real Estate Door Hanger. Why? They work.

They catch attention.

They’re a great reason to canvas. And they are an easy-to-use leave-behind for potential clients.

Here are some strategic tips agents are using to help garner more listings and increase their market share.

1. Content is key

One series of door hanger that’s really popular with agents right now is the Listing Inventory Series, designed specifically to help agents find more sellers.

But we also have hangers for FSBO’s and Expireds, which are handy to have in the car when you come across a FSBO that just popped up or see an expired come off the market that’s close by.

You can use them to brand yourself, spotlight a new listing, advertise an open house. The possibilities are endless! Get creative!

2. Include a call to action

Many times, agents will put a lot of time and energy into getting their message just right, and forget to direct their prospects as to what they want them to do.

With ANY marketing piece, always be sure to have a call to action that’s simple and direct!

3. Keep them readily available

Many savvy agents keep a ‘rolling tool chest’ in their trunk. Filled with the forms they need on the fly, objection handling brochures, extra business cards, listing agreements, presentation folders, and door hangers.

That way they, just like the scouts, are ‘always prepared’.

4. Going door to door

Know how many homes are in the neighborhood you are canvassing, but don’t try to do it all at one time if you are flying solo. You can visit our EDDM page here and look for the link on the right to choose your carrier route.

Even if you’re planning to use the door hangers and not Every Door Direct Mail – this is a handy tool to find out how many homes are in a given area so you’re sure to order enough door hangers!

Wear your name badge, some comfortable shoes, and your best smile and get out and meet some people!

5. Timing is everything

If you want to just get the hangers on the door without actually talking to very many people, mornings (right after people leave for work) are good.

If shaking hands and making connections with potential sellers and buyers than early evening is good after people have made their way home.

6. Make a block party of it

Get a group together! Take your team along for the day and break the canvassing up in a grid to lighten the load. Start at your local Starbucks for a caffeine fuel first and share your door hangers with the customers there!

7. A little pre-canvas legwork

If you are planning to deliver door hangers to a neighborhood or neighborhoods, it’s a good call to warm things up a little by sending postcards with your name, picture and information first.

That way when you are meeting face-to-face, consumers will be more likely to recognize you and realize you’re there as the ‘neighborhood expert.’

If you’re using the listing inventory door hangers, we have Listing Inventory Postcards that compliment them nicely. Find them here!

These are just a few great ways agents are making door hangers part of their marketing plan. They are a great addition to your spring or fall marketing – because of their low cost and high impact.

From Your Desktop Computer, You Can Browse All Our Door Hanger Templates by Visiting: Prospectsplus.com/DoorHangers

Need help? Give our team a call at 866.405.3638 or click through to see the variety of terrific options for Real Estate Door Hangers that we have to offer!

PLUS: Whenever you have a moment…here are 3 things to check out that will help you CRUSH IT in 2018!

1. The Free 2018 Real Estate Business Plan

2. The Online Sphere of Influence Calculator

Top real estate professionals state 66% of their business comes from their sphere of influence. So how many people do you need in your SOI? Check out our Sphere of Influence Calculator (from your desktop) to find out the answer – Click Here

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

Also…check these out 🙂

3 Click Postcards – Just snap, tap, send all from your mobile phone

MLS Mailings – Automated Just Listed, Just Sold Postcards

Market Dominator System – Become a neighborhood brand

This Year’s Client Predictions

Jan 30, 2018

Meet your future clients

ProspectsPLUS! has dusted off the crystal ball and made your predictions for your trending listing clients.

Once you know your audience it’s a lot easier to target your marketing, so read on to get to know these homeowners.

The oh-so-reluctant homeowner

If inventories remain as constrained as they were last year, finding listings is going to be like finding that elusive white rabbit in a snowstorm.

However, a recent survey by Value Insured has found that homeowners understand that they’ve built up considerable equity. And, with interest rates so low, they now know it’s truly a great time to sell.

But, many of these sellers will also be buyers.

They read and watch the news, and have heard the horror stories of bidding wars over too few homes on the market and home prices rising at alarming rates.

In fact, more than 60 percent of the homeowners surveyed said that despite the great timing to sell, they are going to wait until buying becomes easier.

Freddie Mac is optimistic that the wait won’t be so long.

They’re predicting that new construction will ramp up and, combined with higher interest rates, prices should moderate.

**Homeowners that will jump into the market**

Generation X – the 62 million folks who will be between the ages of 42 to 53 this year – comprised the largest listing pool last year.

The Value Insured study we referenced earlier found that more than 60 percent of them will be looking for a larger home.

A National Association of Home Builders (NAHB) survey finds that the average Gen X homeowner currently lives in a home with 1,880 square feet of living space.

And, what will they buy?

Gen X has more children still at home than any other generation. But, look at the age span and you’ll agree that this group of real estate consumers has a diverse array of lifestyles.

Aside from the large group of families with children, the generation includes empty nesters, singles, and couples.

That said, studies show us a number of generalizations that can be made about Gen X housing preferences.

Lifestyle and neighborhood are more important than home amenities, according to the NAHB study.
Nearly three-quarters of Gen X homebuyers want a detached, single-family home with three or four bedrooms and at least 2,300 square feet of living space.
The older among them hope to age in place, so are demanding single-story homes.

Don’t write off baby boomers

The media loves to vilify baby boomers – those who will be between the ages of 54 and 72 – for the low housing inventory.

It isn’t that simple, claims Trulia’s Ralph McLaughlin. “Surprisingly, we find the share of owner-occupied homes owned by boomers is actually positively correlated with inventory.”

He goes on to point out the real reason behind the inventory crunch is homebuilders.

“Homebuilding’s impact – or a lack of it in some places – is by far and away the biggest influence when it comes to inventory woes.” Ralph states. “This outweighs other explanations by a large margin.”

Many industry experts state this is the year boomers finally decide to sell.

And, if you sell real estate in Maine, New Hampshire, Montana or Vermont (the states with the largest populations of boomers), you may want to specifically target this generation.

But, some won’t be buying another home

While Gen X home sellers will most likely be buyers as well, don’t automatically expect two transactions from your boomer clients. “Baby boomers are the fastest-growing group of renters,” according to Amy Zimmer at cnbc.com.

And, this group of would-be tenants state, overwhelmingly, that they will be renting so that they can ditch the maintenance headaches of homeownership.

“For many years I was responsible for a house, a family, corporation, and employees,” says a forum poster at aarp.com.

“I don’t have to worry about painting the house; the roof leaking; mowing the lawn; replacing the water heater.” “I don’t have to worry about a thing now,” he says of his decision to sell his home and rent a condo.

Those boomers who do plan on buying another home after they sell the current home will be looking for the following features, according to an NAHB survey:

- Home office – Remember, many boomers plan on putting off retirement. A home office offers flexibility in transitioning from the brick-and-mortar, 9-to5 routine.
- Tech and media centers, specifically wireless home networks that offer remote control of the home’s features.
- Good lighting and lots of natural light
- Wider doorways and hallways – For boomers who hope to age in place.
- Either one-story homes or homes with the master suite on the first floor. For some reason, our knees seem to be the first place on our bodies in which we begin to feel our age. Stairs are uncomfortable.

Listing agents have a lot to be optimistic about right now.

A healthy job market, rising home values and, hopefully, an ease in the housing shortage.

Target marketing to Gen X and baby boomers may just be your key to a prosperous year.

Send I Have a BUYER from the Listing Inventory Series to at least 100 new prospects in an area where you want more listings.

Create a Lifestyle Targeted mailing list here.

Need assistance taking your marketing to the next level? Call our support team at 866.405.3638 today!

PLUS: Whenever you have a moment…here are 3 things to check out that will help you CRUSH IT!

1. The Free Real Estate Business Plan

2. The Online Sphere of Influence Calculator

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

Also…check these out 🙂

3 Click Postcards – Just snap, tap, send all from your mobile phone

MLS Mailings – Automated Just Listed, Just Sold Postcards

Market Dominator System – Become a neighborhood brand

Monday Motivation: The Beginning

Monday Motivation

Jan 29, 2018

“This is the beginning of anything you want.”

-unknown

Need assistance taking your marketing to the next level? Call our support team at 866.405.3638 today!

PLUS: Whenever you have a moment…here are 3 things to check out that will help you CRUSH IT in 2018!

1. The Free 2018 Real Estate Business Plan

2. The Online Sphere of Influence Calculator

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

Also…check these out 🙂

3 Click Postcards – Just snap, tap, send all from your mobile phone

MLS Mailings – Automated Just Listed, Just Sold Postcards

Market Dominator System – Become a neighborhood brand

Friday Funny: No Wait

Friday Fun

Jan 26, 2018

Need assistance taking your marketing to the next level? Call our support team at 866.405.3638 today!

PLUS: Whenever you have a moment…here are 3 things to check out that will help you CRUSH IT in 2018!

1. The Free 2018 Real Estate Business Plan

2. The Online Sphere of Influence Calculator

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

Also…check these out 🙂

3 Click Postcards – Just snap, tap, send all from your mobile phone

MLS Mailings – Automated Just Listed, Just Sold Postcards

Market Dominator System – Become a neighborhood brand

Wednesday Productivity: Intention

Wednesday Productivity

Jan 24, 2018

“Time is non-refundable, use it with intention.”

-unknown

We are here to support your success! Call us if we can do anything for you at 866.405.3638 today!

PLUS: Whenever you have a moment…here are 3 things to check out that will help you CRUSH IT in 2018!

1. The Free 2018 Real Estate Business Plan

2. The Online Sphere of Influence Calculator

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

Also…check these out 🙂

3 Click Postcards – Just snap, tap, send all from your mobile phone

MLS Mailings – Automated Just Listed, Just Sold Postcards

Market Dominator System – Become a neighborhood brand

Why Direct Mail is King

Direct Mail

Jan 22, 2018

Annual spending on newspaper circulars, coupons, direct mail, and catalogs hit $76 billion in 2017!

Need I say more?

By the way, this was up 85% from 2012, according to a Wallstreet Journal article recently written by Sarah Nassauer.

“Paper ads that arrive in homes spur more buying than emails or texts”, said Jackson Jeyanayagam, chief marketing officer of Boxed.com.

“Email is starting to become a sandbox because you get so much”. Boxed spent 80% more on print advertising in 2017 than 2016.

Emily Frankel, senior director of digital marketing at Jet.com, a Walmart owned company, states, “Jet sent 35 million paper coupons and direct mailers last year”.

She continued, that the mailers have been effective in reaching new, more urban and affluent customers.

So, why is direct mail so effective?

A study commissioned by the Interactive Advertising Bureau discovered that direct mail marketing—leaves a ‘deeper more emotional footprint’ on the brain than digital.

That difference can be pinpointed on MRI brain scans.

It produces brain responses that get stored in your memory. The printed piece itself becomes part of the subliminal messaging.

The following are more reasons for direct mail’s success.

It’s targeted

Most advertising is expensive and casts a wide, but not specific net.

With direct mail, you can match your marketing pieces specifically to your market or niche dramatically increasing your response rates.

You can target your mailing lists for those you most want to market by taking advantage of our Lifestyle Interest search.

It’s personal

Direct mail is your canvas. You can address your customer by name, share specific offers and communicate information that’s specific to your area.

And begin to create a top-of-mind awareness and trust.

By offering calls to action such as Free Reports, lists of homes, a Free Home Market Analysis and more – you create an opportunity for engagement with your audience.

It’s flexible

From postcards to newsletters to brochures, your direct mail options are extensive.

Add direct response offers and timely information and you again increase your response rates.

Some agents choose from a specific niche postcard series such as our Expired Series to send each month to develop brand a recognition.

Others mix and match their marketing messages – preferring to keep consumers alert and eager to see what they’ll send next.

It’s tangible

The truth is, as human beings we are tactile people.

So, engaging different senses is just smart business. If I get a message from a professional via email or digital ad, it registers in the moment – but not necessarily long term.

When I get a message that’s directed to me and offers something of importance to me and my family – that’s compelling.

Specifically, when I can feel it, touch it, put it on the refrigerator or tack it to my bulletin board, etc. – that message has a much longer shelf life.

And a better chance of getting a response – not just once but again and again.

It’s measurable

Use a unique URL or make a specific offer on a direct response piece and keep tabs on how many people click or call on that offer. Similiar to our Free Offer Series postcards.

Then adjust future mailings based on that response rate. It’s always advised to make a direct response offer on every piece of direct mail.

As opposed to just a generic, ‘here I am’ mailing.

Give people valuable reasons to reach out to you and they will!

It’s easy and cost-effective

Direct mail doesn’t have to mean big bucks.

With Every Door Direct Mail costs are low and market saturation is high.

Hopefully, this has given you insight into why direct mail is part of so many highly successful agents ongoing marketing plan.

Start taking advantage of this powerful form of marketing now.

Get started taking advantage of the power of direct mail. Send the Free Home Market Analysis Offer postcard from the Call to Action Series to your Geographic Farm this month.

Call our marketing team at 866.405.3638 for assistance. We are here for you!

PLUS: Whenever you have a moment…here are 3 things to check out that will help you CRUSH IT in 2018!

1. The Free 2018 Real Estate Business Plan

2. The Online Sphere of Influence Calculator

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

Also…check these out 🙂

3 Click Postcards – Just snap, tap, send all from your mobile phone

MLS Mailings – Automated Just Listed, Just Sold Postcards

Market Dominator System – Become a neighborhood brand

Monday Motivation: Dare

Monday Motivation

Jan 22, 2018

“Fortune sides with him who dares.”

-Virgil

We are here to support your success! Call us if we can do anything for you at 866.405.3638 today!

PLUS: Whenever you have a moment…here are 3 things to check out that will help you CRUSH IT in 2018!

1. The Free 2018 Real Estate Business Plan

2. The Online Sphere of Influence Calculator

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

Also…check these out 🙂

3 Click Postcards – Just snap, tap, send all from your mobile phone

MLS Mailings – Automated Just Listed, Just Sold Postcards

Market Dominator System – Become a neighborhood brand

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Page 46 of 50

Lisa Gray

Listings, listings, and more listings

SEO

Real estate consumers are using longtail keywords to find you

Blogging helps build trust and establish expertise

A blog will help you to position yourself as an expert in your niche

The How

The When

Another way to get more listings, send the Timing is Everything postcard from the Fence-Sitter Series to at least 100 new prospects in an area where you want more listings.

Yes, location is still important

It’s important to know the cost before making an offer

Paying for the work

Send the 6 Move-Up Mistakes Postcard from the Move-up Market Series to at least 100 prospects in an area where you would like more buyers.

First the essentials

The best smartphone for agents

New smartphone apps that make work easier

CRM’S have come a long way

Website & blog solutions made easy

Top tech tools growing in 2018

Make the most of your CRM, send a Community Newsletter from our Newsletter Series to your Sphere of Influence. Be sure to notate when the postcards went out in your CRM for tracking purposes.

It’s all in the timing

Wait 30 minutes, however, and you are 100 times less likely to reach him or her.

Ok, so what do I say?

Ok, so here is what you should talk about.

A sample intro

Let’s wrap it up

Take a look at the inquiries you’ve made contact with over the last few years (internet or other). Compile a list and send at least 100 Free Market Analysis Postcards to them.

What is social proof?

Need proof that social proof matters?

Like it or not, you may already have a rep

Let’s get you some positive social proof

Use them in your offline marketing

Chose at least 100 of your past clients and send out Thinking of You postcards from our Customer Appreciation Series. Keep your name top of mind for the next time they are asked for an agent referral.

A Time-Tested Tool

1. Content is key

2. Include a call to action

3. Keep them readily available

4. Going door to door

5. Timing is everything

6. Make a block party of it

7. A little pre-canvas legwork

Meet your future clients

The oh-so-reluctant homeowner

Homeowners that will jump into the market

And, what will they buy?

Don’t write off baby boomers

But, some won’t be buying another home

“This is the beginning of anything you want.”

-unknown

“Time is non-refundable, use it with intention.”

-unknown

Annual spending on newspaper circulars, coupons, direct mail, and catalogs hit $76 billion in 2017!

It’s targeted

It’s personal

It’s flexible

It’s tangible

It’s measurable

It’s easy and cost-effective

Get started taking advantage of the power of direct mail. Send the Free Home Market Analysis Offer postcard from the Call to Action Series to your Geographic Farm this month.

“Fortune sides with him who dares.”

-Virgil

**It’s important to know the cost before making an offer**

**Ok, so here is what you should talk about.**

**Homeowners that will jump into the market**