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.

2 Tips on Writing for Real Estate Consumers

Aug 26, 2021

It’s safe to assume that most home sellers and buyers don’t know the meaning of “LTV,” they may have never used the word “contingency”, and the word “title” is just a name of a book.

Studies show that the average adult reads at a 9th-grade level and that we actually prefer our reading material to be at a 7th-grade level.

The words you choose to use on your website, in your listing descriptions, and direct mail pieces can make or break the visitor’s or recipient’s experience.

The good news is that writing for an audience of everyday people isn’t at all like what you learned in high school or college. It’s easier, and it’s more fun.

1. Ditch the insider lingo

Unless your audience consists solely of other real estate professionals, using real estate lingo is like writing in a foreign language to an English-only reader. Check out this real-life example:

“If you’re buying a home and apply for a mortgage, one critical factor in

whether you secure financing is your loan-to-value ratio.”

There’s no crime in using normal, everyday American English. So, let’s redo it:

“Something you’ve probably never heard of may stand between you and the interest rate of your dreams: The loan-to-value ratio, or LTV for short. Welcome to the world of real estate, my friend, this is just the beginning of a list of terms you’ll be hearing a lot in the months to come. So, what is the LTV?”

Don’t’ assume that your reader understands commonly-used words and acronyms used in real estate, such as LTV, CMA, contingency, addendum, consideration, and one that we see frequently in the current market, absorption rate.

Take the time to explain them, in plain, friendly English.

2. Why so overly-formal?

“Remember that the basic rule of vocabulary is to use the first word that comes to your mind if it is appropriate and colorful,” author Stephen King cautions in his book “On Writing: A Memoir of the Craft.”

Let’s take another look at our first example. Check out the formal-yet-clunky vocabulary. “Critical factor” can easily be replaced with “an important factor” and “secure financing” should be changed to “get a loan.”

After all, when one of your clients gets the mortgage he wants, that’s exactly how he describes it: “I got a mortgage,” not “I obtained” “procured” or “secured financing.”

Take off your real estate hat for a minute and imagine that you’re a consumer, wanting to buy a house. You run across this on an agent’s website or a direct mail piece:

“Our agents will apply their extensive community knowledge and professional

resources to find your dream home.”

Is there anything in that sentence that would make you pick up your phone and ask to hire one of their agents? All we can imagine is sitting in a car, hour after hour, with someone who speaks like this.

No thanks.

Consider replacing some of the most common formalities you find in real estate blogs and other written content:

“Use our services” rather than “utilize” them.
“Talk about the process” instead of “discussing” it.
Dare we suggest this one? “home loan” instead of “mortgage.”
Finally, can we all agree that “real estate” and “properties” are things investors buy and that everyday people buy homes, condos, houses?

An engaging, friendly writing style will help potential clients get to know and like you, and offering them valuable information in an easy-to-understand form gets their trust.

Use the same, short, easy-to-understand sentences you use when speaking with a friend and you’ll be on your way.

DID YOU KNOW WE’RE HAVING A WE HEART YOU 10% OFF POSTCARD SALE?

BUT ONLY FOR 3 MORE DAYS!

Use Promo Code – HEART10

at check out to take advantage of this limited-time offer (excludes postage, data, EDDM, and scheduled campaigns).

Hurry! This offer expires Saturday, August 31st at midnight!

GO NOW, CLICK HERE!

Please reach out to our support team at 866.405.3638 with questions or if there is anything we can do to help you with your success.

PLUS: When you have time…here are some helpful resources we’ve made available to support your success.

1. The Free 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

2. The Free Interactive Real Estate Business Plan

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

3. Become a Neighborhood Brand

Become branded in a specific neighborhood with a NEW 12X15 marketing piece sent automatically every month to an exclusive carrier route (membership includes your own online Homes & Life Agent Magazine). Watch this video to learn more or Click Here.

4. The Free Real Estate Mailing List Guide

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The Real Estate Mailing List Guide outlines the top tools for generating targeted prospecting lists including Baby Boomers, Empty Nesters, Investors, Lifestyle Interests, High-Income Renters, Move-Up Markets, and more. The Guide also defines done-for-you marketing campaigns to match these markets. –Click Here

5. Become a Listing Legend Free eBook

This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

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

6. The Free Online ROI Calculator

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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

7. The Free Real Estate Marketing Guide “CRUSH IT”

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

3 Things You Can Do To Make Every Day a Great One

Aug 24, 2021

Some days are diamonds, some days just downright stink. The good news is that you can take the stinky ones and make them better, more productive, happier and, even more tolerable.

You don’t need gobs of cash or even a lot of time to change your day for the better. All you need is the desire and will to put simple strategies into action.

1. Develop an attitude of gratitude

Barbara Koltuska-Haskin, Ph.D., neuropsychologist, and author of “How my Brain Works” suggests that you prevent having a lousy day as soon as you wake up in the morning.

Practice gratitude.

Keep a journal next to the bed and, every morning, record several things, people, situations, etc. for which you are grateful. Can’t think of anything? How about the fact that you woke up? Add to that any of the other conditions of your life that make you better off than others in the world.

Journaling once or twice a week for six weeks leads to happiness and it just so happens that happiness leads to success.

“Happy individuals are predisposed to seek out and undertake new goals in life and this reinforces positive emotions, said Sonja Lyubomirsky, Ph.D.

“Happy people are more likely to achieve favorable life circumstances,” she concludes.

2. Then, set aside “me” time before you start the day

“It is important to take time for yourself in the morning,” according to Koltuska. If you enjoy exercising, this is the perfect time for it.

“Physical activity may help bump up the production of your brain’s feel-good neurotransmitters, called endorphins,” said the staff at mayoclinic.org. It doesn’t take jogging or working out at the gym to achieve a rush of endorphins, either.

“… any aerobic activity, such as a nature hike, can contribute to this same feeling,” they continue.

Plan a morning neighborhood walk before you begin your workday.

3. Make prioritizing a habit

Most real estate agents have more tasks to accomplish than a day has hours. Stop attempting the impossible and prioritize accomplishing the three to five most important tasks to get done each day.

“Setting the right kind of goals not only lifts our performance but also makes us feel good,” according to Caroline Webb, author of “How to Have a Good Day: Harness the Power of Behavioral Science to Transform Your Working Life.”

What’s a “right kind of goal?” Something important, that will impact your business or life. Have at least one of these goals on your list and, at the end of the day, achieving that goal (or making a big dent in it) will bring you a sense of accomplishment according to Leo Babauta at zenhabits.net.

The number of goals you set is important as well. “Have a full schedule today? Cut it in half. You don’t need to do everything on that list,” said Babauta.

“If you cut your list down and do only half the things you want to do for today, you’ll have a much better day.”

Here’s hoping that tomorrow is your best day yet!

DID YOU KNOW WE’RE HAVING A WE HEART YOU 10% OFF POSTCARD SALE?

Use Promo Code – HEART10

at check out to take advantage of this limited-time offer (excludes postage, data, EDDM, and scheduled campaigns).

Hurry! This offer expires Saturday, August 31st at midnight!

GO NOW, CLICK HERE!

Please reach out to our support team at 866.405.3638 with questions or if there is anything we can do to help you with your success.

PLUS: When you have time…here are some helpful resources we’ve made available to support your success.

1. The Free 12 Month Done-For-You Strategic Marketing Plan

2. The Free Interactive Real Estate Business Plan

3. Become a Neighborhood Brand

Become branded in a specific neighborhood with a 12X15 marketing piece sent automatically each month to an exclusive carrier route. Watch this video to learn more or Click Here.

4. The Free Real Estate Mailing List Guide

5. Become a Listing Legend Free eBook

6. The Free Online ROI Calculator

7. The Free Real Estate Marketing Guide “CRUSH IT”

This Week’s $120 ProspectsPLUS! Gift Card Winner (August 20TH)

Aug 20, 2021

Shown above: Joelle Jackson’s recent Just Listed postcard and others from the Series. Learn more HERE

Congratulations, Joelle Jackson you are the winner of this week’s $120 gift card!

Joelle had the following words to say about her success using ProspectsPLUS! marketing materials as part of her strategic marketing plan to get more clients,

“I have been using ProspectPLUS! for just a couple of years now for my Open House invites, Just Listed/Sold postcards, and I can’t say enough! I will start farming with ProspectsPLUS! because of these reasons: quality of postcards, responsive customer service, and expedited stamping of name/addresses and mailing is SUPERB! THANK YOU!!!”

Thank You, Joelle!

NEW CONTEST: Get the FIRST MONTH of Any Scheduled Campaign FOR FREE! ($120 value)

FARM, *Inspiration Series* Scheduled Campaign shown above. Learn more, HERE

Enter this week’s contest for a chance to win a $120 gift card covering the first month of ANY Scheduled Campaign.

The scheduled campaign includes 150 jumbo-sized postcards, sent standard postage (excluding data and tax. Includes only the first month free of a new campaign).

HOW TO ENTER: Just leave a review regarding how using marketing from ProspectsPLUS! has impacted your business, and you’re automatically entered into our next contest.

Mention a “scheduled campaign you’ve launched” in your review and your entry into the contest is doubled.

Leave a review on Google, HERE.

Leave a review on Facebook, HERE.

Don’t forget to watch out for next Friday’s email announcing the weekly winner!

**Ready to Schedule an SOI, Farm, Get More Listing, Holiday or Absentee Owner Campaign?**

Holiday Scheduled Campaign shown above, learn more HERE

Launch a Scheduled Campaign today and save time on your marketing by automating it!

You Can Launch a Scheduled Campaign to any of the following Markets in Just Minutes:

Sphere of Influence
Geographic Farm
Just Sold Follow-up
Holiday
Renters
Absentee Owners
Expireds
FSBOs
Fence Sitters*
Get More Listings*
Empty Nesters*
Move-Up Market*

(*Located under Farm Campaigns)

And, remember, YOU DON’T PAY for each mailing until it actually goes out (cancel or change each mailing up until the night before mailing goes out. The price shown at check out is per mailing, not campaign total).

TO GET STARTED:

STEP 1: Create your prospect list using our mailing list tools, HERE.

STEP 2: Then, once you have your list, choose your Campaign, select your start date, and add your list, HERE or hit “Launch a Scheduled Campaign”, below.

Launch a Scheduled Campaign now, CLICK HERE!

Please reach out to our support team at 866.405.3638 with questions or if there is anything we can do to help you in your success.

3 Ways to Keep Your Sphere Thinking About You Through the Rest of 2021

Aug 19, 2021

We’re halfway through the third quarter of 2021 and as we continue through the year your number one goal should be…

Don’t allow anyone in your Sphere to complete a real estate transaction with an agent other than you.

NAR has a statistic that states 75% of buyers and sellers choose the first agent they speak with instead of calling their previous agent.

We’re highlighting three ways to make sure your Sphere continues to be your best source for repeat clients and referrals through the end of 2021.

1. Take your Sphere engagement to the next level with the Free BusinessBASE™

The key to business growth is to become more visible, more likable, and get more people to remember you.

In three easy steps, the BusinessBASE™ helps you do this by cultivating and growing the three groups of people that will provide the majority of your repeat business and referrals (family, friends, and close acquaintances).

According to NAR the average person moves every 5 – 9 years.

Not all of the people in your BusinessBASE™ will move this year, but approximately 15% of them will.

Are you going to be the agent that helps them do this or is someone else?

By following the BusinessBASE™ guidelines you should do at least 50 transactions a year as a result of your efforts.

The BusinessBASE™ includes numerous contact suggestions to help build your base, as well as, 30 effective ways to connect with your base, 30 creative reasons to use for calling your base, the ideal information to include in each contact profile, and the method behind send-call-see.

To get your FREE BusinessBASE™ download, Click Here.

2. Pick up the phone and call

Go through your CRM and pick out past clients and those in your SOI who you haven’t been in touch with over the past year and give them a call.

The call serves several purposes:

It’s a personal touch – and those are always memorable
It’s a reminder to them that they know a real estate agent (just in case someone asks!)
Ask the right questions and you’ll be able to fill in missing information in their CRM file

What will you say?

Ask how they are faring during the pandemic. If they have a family, inquire about their well-being.

If asked about the current market, explain it without sounding salesy.

Most of all, listen.

3. Schedule an SOI campaign

Quotes and Inspiration Campaign shown above. Learn more, HERE

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

Consistently marketing to these groups is the key to the growth of your real estate business.

And a Scheduled SOI Campaign does this while freeing up time for more important tasks like listing appointments & closings.

In addition, right now, ProspectsPLUS! is offering an incredible guarantee when you schedule an SOI campaign.

We believe so much in the power of Scheduled Campaigns and what they will do for your business we’re guaranteeing “3 extra closings a year” from scheduling a 12 month SOI campaign or your money back.

Just launch a one-year SOI Scheduled Campaign with a minimum of 150 postcards per month and if after one year you haven’t generated 3 extra closings, and have incorporated the Free BusinessBASE™, we will refund the money spent on your campaign.

The best part about a Scheduled Campaign is you don’t pay until your mailings go out and you can change or cancel your mailing up until the night before.

This degree of flexibility has made Schedule Campaigns a big hit with agents nationwide.

Bottom line

Year after year, the NAR surveys say that although buyers and sellers claim they will use their agents in the future, most of them don’t.

Don’t assume that because you worked with a client in the past, they will remember you years from now. They won’t unless you keep in touch consistently.

Your Sphere has the ability to be a repeat client and referral generating machine, don’t let that opportunity pass you by!

Did you know our Absentee Owner Campaigns are on sale right now?

If you’re interested in adding some absentee owners to your client list, right now’s the ideal time to pursue them (sale ends in 3 days on August 21, 21).