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Monday, April 29, 2024

To Drive Credibility and Customers

By Julie Escobar

Now with 65 different card choices, agents can’t seem to get enough of our powerful Content Card series. There are so many versatile ways of using them.  And in a world where ‘content is king’ – sometimes it’s just really nice to NOT have to come up with your own-right?

Here are five ways you can use the content cards to drive more customer leads, increase your credibility, and present yourself as the turn-to agent to call:

  1. Send one per month to your sphere or farm (or both) to easily stay in touch and brand yourself as an information specialist.
  2. Choose several of your favorites and have them printed and shipped to you to use as leave-behinds in local businesses, as open house collateral, or as fair trade offers when prospecting.
  3. Purchase as a PDF and use as a downloadable item of value on your website.  This allows you to build your email database.
  4. Each one of these is popular subject matter for consumers. Why not channel your inner Toast Master and create some local real estate workshops that you can present to area consumers?  Print and ship the card with the topic of your choice to hand out at your event.
  5. Share on social media.  For many agents figuring out WHAT to say on social media leaves them stumped.  These tools are perfect – with titles like ‘4 keys”, “5 ways”, “5 factors” – you can share one a day during the work week and invite followers to email you for the whole list (and you can send them the pdf you’ve downloaded!

Get started today and kick your fall marketing into high gear!  See our Content Cards, choose your favorites and start driving credibility and new customers!  Oh, and click here to get our latest promo codes and save 10% on your order!

As always, if you need help, contact us at 866.405.3638 – that’s what we’re here for!

Happy listing!

The Secret is in How Many Times You Show UP

By Julie Escobar

If you’re like MOST agents?  You want it NOW.  Right now.  Success in a “just add water” -instant gratification in a cup kind of time frame right?  And I can appreciate that.  If I could just win the lottery I’d be that way too – one ticket – lifetime of riches.  Unfortunately – that’s not a very realistic (or practical) plan is it?

You’ve got to put the time in and PERSEVERE.  You’ve got to show up not just ONCE, but again and again and again.  You know that old saying out of sight – out of mind?  It’s especially true of customer relationships in today’s market.  In fact, Statistics tell us it takes at LEAST three impressions for a consumer to recognize your name, seven to associate your name with your business, and twenty seven for them to like you, know you, trust you enough to do business with them.  I know – it’s not instant gratification – but it is the smart business practice if you want to be in real estate for the long haul.

So, let’s take a look at three smart strategies that can make succeeding faster (YES!), easier (Phew!) and more effective (Sounds good!).

1. Make it easy on yourself.  Delegate.  You get paid to get face-to-face and voice–to-voice with customers.  Your job is to wow them with what you can do for them – how you can make that easier, more profitable & fewer headaches.  Hard to do that when you’re still printing, cutting & stuffing envelopes.  Put a system in place to reach your customers and potential customers (sphere of influence and geographic farm area) at the very least every 4-6 weeks.  The Direct Marketing Association and top agents lean more towards every 21-30 days.  It doesn’t have to be a lot – but it does have to be consistent.   We’ve worked hard to make that easy for you with hundreds and hundreds of ready-to-go campaigns that you can choose, calendar and then have peace of mind that this part of the puzzle is done – find out more here: Postcard Campaign Specials.

2. Use social media wisely.  The wonderful thing about social media is that it gives you the ability to communicate one-to-many.  Creating a blog or Facebook page to keep your sphere or neighborhood farm updated and informed is not only effective – it’s POWERFUL. Here’s a little inside advice from a friend and Social Media Expert Stacy Stateham:

“I’d like to say to start with Facebook, but don’t.  Start by spending a few hours figuring out who you are likely to be most successful with.  What kind of people do you want to connect with?
Forget your real estate business for a minute and think about them.  What do they like?  What are they interested in?  What will keep them coming back?  Now, bring your real estate business back into the equation.  How can you match their interests with your business?  Laser focus on that core audience and build all of your marketing around them, both online and off.Say you want to attract successful 50-60 something’s.  The might be interested in food and wine, they might like to travel, they’re concerned about their nest egg, they may have adult children and possibly grandchildren.  Oh yeah, and they buy real estate.

Next -start with Facebook.   Use the friend finder to search your email addresses, connect to the people that make sense, and start a business page.  When the business page is complete and has a full page of content, invite your contacts.  It just takes a few minutes a day to log into Facebook, comment on what people are saying, and post something relevant to your target audience on your business page.  What’s relevant?  Keep your posts to 2/3’s non-real estate related, and 1/3 about your business. They like food and wine, so post things about local restaurants and gourmet food shops, great kitchen upgrade ideas, and feature a home with an awesome kitchen.  They like to travel so talk about places to visit within driving distance, events in nearby cities, then how to buy a vacation home, explain reverse mortgages.  They have kids and maybe grandkids so talk about how to help kids start adult life with healthy credit habits, college saving funds, and about how to gift a down payment on their kids first home.  And so on…

You’re not limiting yourself to seniors, you’ll get first time home buyers because young people ask their parents for advice, you’ll attract other foodies who like to travel, and other people with similar interests.  You’re just focusing on where you are most likely to be successful.  If you’re a younger hipper type, target people like you – post about all the other things that interest you, plus a 1/3 about real estate topics that related to your core audience.”  — All great advice thank you Stacy!

3. Network.  With the shifts in the economy & market – now is the perfect time to connect with smart, like-minded area business professionals and share ideas, strategies and – SPHERES.  Area CPAs can send you clients who are looking for good investments.  Attorneys handling divorce, estates and real estate holdings can send you buyers, sellers and leads.  Human Resource managers can use your expertise to help their employees  find homes and put down roots in a community.  In return – you have the ability to send your clients their way as well.  Great for you – great for your networking partners and great for the customers.  In times like these – people NEED referrals they can trust.  It makes them feel safe, cared for and re-affirms that they are making sound decisions for themselves and their families.  THAT is the kind of thing that cements relationships and creates a client for life.

Some things to think about for this week. Put the 3-7-27 rule of marketing to work in your business.  And know that if you need some help showing up – OVER and OVER – cost-effectively, easily and without stress, our team is there for you.  Visit us online at www.prospectsplus.com, or call us at 866.405.3638 today.  We’ve got you covered!

From 21 Ways to Get Your Listing Priced Right in Any Market

By Julie Escobar

Ever have a seller who wants to WAIT to price the listing right?

Here’s a strategy that I call ‘The Waiting Game’ – see if it will work for you… 

Try this dialogue when a seller wants to wait to lower the price:  “Let me ask you, what do you think happens to an overpriced home that doesn’t sell right away? Do you think it eventually sells?  I’m afraid, more often than not, the answer to that is no.   Listings get the most traction in terms of buyer traffic, agent attention and offers in the first 2-4 weeks after coming on the market. If you wait, you’ll lose that traction. 

Worse than that, the longer it sits on the market, the more buyers will begin to wonder if there are more serious problems than price in terms of why it hasn’t sold yet.  Think about it…what’s the first question you would ask when you look at a new house? How long has it been on the market – right?  Long time on market = problem in the eyes of a buyer. In this market, or any market – that’s not a position that can give you any kind of leverage. Let’s price it right and get it sold.”

Agents and managers both –– One of the best ways to really fine tune your negotiation and objection handling skills is to get together once a month with respected colleagues and role play.  (I have the old Sweathog mantra in my head – “practice, drill, rehearse…”) Have everyone bring their best objection to the table. Then collectively come up with some dynamite dialogues, strategies and visuals for overcoming and handling those objections together.

If you’d like to learn more price objection handlers – check out 21 Ways to Price Your Listing Right in Any Market (Despite the Seller’s Best Objections!) at www.prospectsplus.com/21Ways.

Got questions?  Call us today!  Need help building your sphere or consistently marketing to your customer base?  Call our inside account management team at 866.405.3638 today!  They’re WONDERFUL!  Tell them I said hi!

For more great ideas and fun tips  – be sure to follow us on Facebook at www.facebook.com/prospectsplus — we’d love to have you in on the conversation!

3 Powerful Steps to Engage Customers

By Julie Escobar

You’ve probably heard it said a time or two (or more) that the business will go to those who show up not just once, but again and again.  To succeed in sales today, professionals have to dig in, refuse to cut corners, commit to consistency and the big key?  FOLLOW UP.  Engagement of your customers, your sphere, and your farm – isn’t something you can take a ‘stand-back’ approach to.  You can ‘warm’ the call, set up the stage for prospecting, and share the information that people need to see to consider you the expert they should turn to when they are ready to list or sell their home – but you have to go the EXTRA step – and follow up.  Voice to voice.  Face to face.  Belly to belly.

Is that always easy?  No, for many–not at first.  But for those who dive in and get it?  That their real job, true passion is to help people?  And they practice getting outside their comfort zones?  That’s when the game-changing happens.

So here are a few ways to engage, follow up and make the difference between what could be and what will be a rest of the year. 

  1. SEND! For most agents – from the brand new to experienced – warming that prospecting call is more buyers cardsomething that puts them at ease.  One direct mail series that is getting a lot of attention and results is our Listing Inventory cards.  They speak to what is happening in today’s market and get people’s attention.  Or you may want to go with a classic direct mail piece such as a holiday card (and don’t wait for the winter holidays – go ahead and send something every month and be different than your competitors.) Even recipe cards that feature great appetizers or dishes that people can share are great. You may also want to take a tip from top producers and send handwritten notecards to five VIPs on your SOI list each week.
  2. CALL! I can’t tell you how many agents I talk to that just have a hard time getting past this one.   Don’t worry so much!  Make the call.  ENGAGE.  Talk to people.  Be yourself.  Be helpful .  Ask questions.  It doesn’t have to be scary and it doesn’t have to be “salesy.”  It can be as simple as this:  “Hi!  It’s Julie from ABC Realty – just wanted to let you know we have a lot of things changing in our market — and to see if you have any questions about that or anything real estate related?” Then LISTEN and respond to what they say.  Some won’t need anything but odds are in your favor that some will.  Be sure to let people know that you’re expanding your business and that not only is every referral APPRECIATED, but you realize what an honor everyone is – and you can promise that each will be treated like royalty. Finish with the question,  “Is there anyone you know that might be looking to buy or sell now or in themerchandising review near future?”  You may also want to choose to offer a great free report or fair trade item to FSBO’s such as the Merchandising Review, who might be more than anxious about getting their homes sold. Many of our reports are a great conversation starter when you’re on the phone and a perfect reason to email or even stop by! Check them all out here.  Be the resource that goes the extra step for them and it will be appreciated.  Get something in front of your prospects and sphere that gives you a great ‘reason’ to follow up.  Break your calls down into manageable numbers so you don’t get overwhelmed – 15-25 calls per day is a good goal for agents who are in high-productivity mode.  Time block this prospecting into your schedule then commit to making it happen.
  3. SEE!  Get out there and SEE people.  As a professional real estate agent – meeting new people and adding to your sphere is a MUST DO not a SHOULD DO.  Walk your neighborhood farm, attend your community garage sales and meet the folks in the neighborhoods you service.  Go to the fall festivals at the schools.  Attend the neighborhood and community events. Wear your name badge, bring your business cards, and shake some hands.  Stop in a the local restaurants, delis, shops and businesses in the community you represent and get to know the people there and let them know you work on referrals – and you’d love to refer your clients back to them as well.  Share your stories about a great meal, terrific new shop, amazing customer experience, incredible health care providers and more in your area on your social media, blog or newsletter.  You’ll not only make new friends, you’ll gain new customers (and respect for being pro-active and a resource people can trust).  Be sure to SEE those in your sphere at least twice a year as well.  Take your top referral customers to coffee or lunch or stop by with a special treat.

The truth is, to stand out as someone who presents themselves as someone who will go the extra miles for their customers and clients – you have to SHOW that characteristic in everything you do – INCLUDING marketing your OWN business.  It’s that simple.  Ultimately it’s not the business of HOMES that we’re in – it’s the business of PEOPLE.  So show up again and again – and follow up over and over.   The results will take care of themselves!

Need help?  Call our marketing team to help get you started, restarted or fired up this fall at 866.405.3638.  They’ve got the experience, knowledge and solutions you need to succeed.  And they’re FUN!  Can’t beat that!  Have a good one and happy follow up!

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