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Thursday, April 10, 2025

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!

Your Bottom Line Depends On It

by Julie Escobar

An agent’s ability to earn consistently and continuously earn referrals is in direct proportion to their willingness and ability to stay top of mind with their sphere and farm.

Consistency. Since the beginning of real estate there have been agents that send one or two massive mailings and when they unsurprisingly get no results, stop marketing.  Many others take the “holiday” approach to staying in touch by sending an annual holiday card in the hopes that they are remembered. Both of these approaches are a waste of time, energy and valuable marketing dollars.

To stay ahead of the curve, you should be in contact with your sphere of influence at least every 30-45 days. Using the popularlisting-inventory send-call-see approach (part of our free BusinessBASETM), you can easily set up a system for contacting your VIPs each month. Send a postcard, letter, newsletter, flyer, novelty or note one month.  Many of our customers find the Listing Inventory Series, Content Cards, and Market Dominator among their favorites.

One other series that is growing in popularity is one of this month’s Master Marketing Schedule tip which are our Call to Action Postcards which include powerful direct response offers call to actionthat help make your phone ring!

Once you’ve gotten in the habit of “touching” your sphere and farm once a month, be sure to deploy the call part of send-call-see.

Call with a friendly event reminder, helpful hint, or just to say hello the following month. During the third month, arrange to see them via a networking event, social gathering or quick in-person visit (with notice, of course) where you drop off a small token, informational item or card. Then start the “rotation” over again. Such consistency creates vital ‘top-of-mind’ awareness that often becomes “the key to the kingdom” when growing your referral base and creating a reliable income.

If you’re not sure where to start, our popular Master Marketing Schedule shares monthly Action Items that agents tell us help them stay consistently on track.

SEND-CALL-SEE.  Be the resource they need and want in a time where consumers have LOTS of questions regarding the value of their property, their buying power, investment opportunities, and what’s happening in their market.  You’re not bothering people – you’re providing a SERVICE.

What can you SEND?

What can you SAY when you CALL?

  • Hi.  I have buyers, the Smiths (insert real names!), that are looking for a home in the _____________ neighborhood, and I wanted to know if you’ve ever thought about selling your home or know someone who is so I can help this nice family find what they are looking for?
  • Hi!  Just checking in on you! We’ve got a lot of activity in our market, and I thought you might have some questions—do you?
  • Is there anything I can do to help you?
  • I’m expanding my business and I could use your help…
  • Have you thought about selling your house now or in the near future?
  • Have you been receiving my information?  Any questions?

What do you do when you SEE them? 

  • Create opportunities for appointments
  • Take someone to lunch
  • Attend a neighborhood block party
  • Organize a charity drive in the community
  • Sponsor a free workshop and invite everyone to attend
  • Get out there and be visible in the community you’re servicing
  • Walk your farm and start making friends

Working ON your business requires dedication and a commitment to the activities that earn you top dollar and allow you to “feed” the career you’re building. Never lose sight of the fact that prospecting, presenting and closing should always be at the top of your list.

Visit http://www.prospectsplus.com/ to get your FREE copy of our BusinessBASETM (Plus learn the 250 people who should be in your SOI), and be sure to bookmark our Master Marketing ScheduleTM .

Go for it. Remember that we’re here if you need anything. Contact our team today at 866.405.3638. 

With Top Agent Carmen Wieck

By Julie Escobar

It’s so powerful to learn from our customers, hear their stories and be able to share their insights and ideas
with others. Every time we do, it’s wonderful. We often get a behind-the-scenes glance into what brought them to our great industry – and what they do that allows them to flourish.

What a treat it was to learn more about our VIP customer Carmen Wieck. Her story inspired us, and I know it will inspire you too. Here’s what we learned:

Q: Carmen, can you first tell our readers a little about yourself?

A: I was born and grew up in communist Romania, and 1989 was a big turning point in my destiny. I always felt I was missing something big, but I never knew what it was. After graduating from the Academy of Economic Studies, I had a very short period of “trial and error” in finding the right career path for myself. I was a lieutenant in the Romanian Police, dreaming of “bringing justice for all.” I also worked for the government, dreaming of “making a difference” until I finally found that working in marketing for private multinational companies was where I fit best. I was so fortunate to work with exceptional managers in several blue chip companies such as Coca-Cola, Procter & Gamble, Kraft, Frito-Lay and Ipsos Research.

While I was living in Croatia working for Coca-Cola, I met my husband, who’s from Wisconsin. Life took a big turn for both of us, as we started a family and moved around the world with new job assignments. A few years ago, we decided that the best thing for our two daughters was to benefit from the educational system in the United States, so we moved to Florida. One of the best decisions for our family!

I know from several hands-on experiences that navigating the real estate environment can become overwhelming and emotionally wrecking. Moving so many times from country to country gave me enough personal exposure as a customer… and not always very pleasant. After more than 18 years in the corporate environment and one too many traumatic experiences in real estate, I decided to become a REALTOR® and bring my contribution to restoring the belief that this profession can be conducted with high ethics and, more important, with genuine care about the needs of customers.

Q: What is your go-to marketing tool for branding yourself in your market and driving new business?

A: I’ve “toyed around” with several marketing tools when it comes to marketing in real estate and had my fair share of no’s and wows! One thing I would say is that driving new business starts with exceeding expectations on your existing business. That will always secure your “organic” growth, which should be the foundation for your long-term business.

For tapping into new business opportunities, I’ve learned that a combination of passive and active
prospecting works best for me. For example, a combination of three touchpoints direct mail campaign for Expireds (which I adapted to fit my brand and personality from existing marketing materials/postcards from prospectsplus.com library in such a way that fits my branding and personality) followed by direct contact (calls or door knocking) can prove really productive.

I consider Just Listed/Just Sold postcards a must. However, don’t just sell it or list, put a spin on it and have an unexpected approach or added value. Give your target a reason that matters TO THEM, not to you. I absolutely dread the postcards I receive in my mail from agents stating, “Thank you for making me the #1 agent in your neighborhood.” To me, that is such a turnoff. As a customer, I don’t care that you are #1; I care about my motivation for selling and buying and how you as a real estate agent fit in my motivation! Again, the prospectsplus.com library is such a great source of inspiration. My first Just Sold postcards using a template from ProspectsPLUS! generated two listings!

Q: How do you believe agents can differentiate themselves from other agents in today’s competitive market?

A: Exceeding expectations, going the extra mile. Anybody can put a listing on the MLS now, even FSBOs (with the flat fee companies that offer this service to FSBOs for a nominal fee), everybody offers free CMAs, everybody has a marketing plan that includes internet, maybe open houses, maybe Just Listed postcards, maybe flyers, etc. All seen and done by all REALTORS® to a certain extent.

In a market that’s becoming more and more of a commodity, where everybody knows at least one REALTOR®, true differentiation in added value on trending aspects of real estate is what sets you apart. For example, offering a complimentary Staging Analysis and Assistance, complimentary home protection plan during listing, complementary inspection or appraisal before listing, complimentary full cleaning of the house before listing, etc., depending on the property, owners, their motivation, etc.

Q: Any outside-the-box ideas you’d like to share for building your book of business?

A: Yes. Use an introductory video for your pre-listing package. Tell your short story, show who you are, instill confidence and energy. It helps homeowners get more comfortable and relaxed about meeting you before you show up at the door.

Find something that’s your “thing,” and embed it into your touchpoints with your customers to show genuine care. For example, I LOVE baking, and my whole family loves my signature apple-raspberry pie I make from scratch. So I bring my signature pie for my clients at closing and drop by at their one-, two- and three-year home anniversaries and bring them the pie. One time I had the extended family of one of my past clients waiting for me at the house, just to make sure they got to taste the pie while it was still warm.

Q: How often do you connect with your sphere and farm, and what kind of results do you get from that?

A: I recently started the Market Dominator for my farming area. I find this approach indeed standing out from the crowd – the content, the quality of the printing, everything spells out professionalism, exceeding the “norm” standing out from the crowd. I recently started this; it’s basically a monthly touchpoint approach with my farm, and I do expect to see results in the next few months.

With my sphere, I make sure I stay in touch and call, drop by or send a card for special holidays or birthdays, usually three to four times a year.

Q: Any fun advice to help agents master this business?

A: How one becomes a successful real estate agent? Same as one becomes a butterfly: You must want to fly so much that you are willing to give up being a caterpillar.

Q: Last, where can our readers send a referral if they have someone in your area?

A: My focus is in Broward County, and I can be reached at carmen.realtorflorida@gmail.com or 786-449-9882.

Wonderful, Carmen! Thank you so much for sharing your inspired story with our readers. You’re amazing!

If you’d like to stand out in your market and soar past your competition the way Carmen does, please don’t hesitate to contact us today at 866.405.3638. We can put you on the path to success.

In Your Geographic Farm Area

By Todd Robertson

There’s something I say at the end of every speech I give when presenting to sales professionals – “If the game is scheduled and you’ve decided to play, you might as well win.”

What I mean by that is that if you’re going to do the work, be in the game, and put in the time – you might as well give yourself the absolute best chance to knock it out of the park.  That’s exactly what I wanted to talk about in this week’s quick post.   There are three powerful ingredients to putting yourself at the top of the game in your market. They are…

  1. Make it easy for people to find you. If you’re playing to win in today’s market you have to have an internet presence. That said, what you DON’T want to do is to put ALL of your eggs in that basket.  Make sure you have a presence, are ranking, driving traffic, and showcasing not only your listings, but your credentials as the specialist in your area and can back that up.  Opt-ins that keep your listing growing are a great add in as well.  Make it easy for people to find you when they are searching and you’re one up on your competition.
  2. Skills. There are SO many great trainers, speakers, courses, and connections these days, many even on demand so you can learn at your leisure. There’s no reason and frankly no excuse for an agent who is eager to succeed to not be playing at an extraordinary level.  Tony Robbins calls it CANI – for Constant And Never Ending I  What do your skill levels look like in terms of presentation, negotiation, pricing, prospecting – or all of the above?  Never stop learning and fine tuning.  You can have all the internet leads in the world or all the referrals in the world – if you don’t have the skills to close – then you are leaving money on the table.
  3. Good ground game. What I mean by this is modern day farming.  It’s easier than ever and so important.  To pull it off though you have to deliver Ritz Carlton quality and service. That means picking the right area – then creating a dominating presence.  To do that I suggest you…
  • Pick the absolute right area. Don’t just choose your carrier routes or neighborhood without doing your homework.  Not long ago, we invited our friends from Benutech and ReboGateway to join us for a webinar in which they taught our customers how to use turnover rate, sales price, homeowner to renter ratios and additional data to find the right farm. You can watch it on demand here:
  • Send out the largest legal size mailing possible (12×15). That sends a message to local homeowners that you are in the game to win. Show up BIG, and let them know you mean business. That’s where the Market Dominator becomes your differentiator. Done for you content. Consistent delivery. Directly to your farm.
  • Make it a campaign. In other words, if you’re going to be like 90+% of agents and drop one or two marketing strategies then call it a day, farming is not going to work. If you do however decide that you are going to commit for the duration and consistently show up month after month after month with a strong message and direct response offers – you’ll be positioning yourself to win.

Now if you’re ready to knock it out of the park and learn how the Market Dominator can give you the competitive edge, give me a call today at 702-683-1967. I know we’ve got the systems and tools to help you do just that. Visit us online at www.prospectsplus.com or give us a call today at 866.405.3638.

The One Thing You Can Start Doing Today with Marketing Guru Stacy Stateham

By Julie Escobar

I’ve been really fortunate to meet some extraordinary people in this industry – bright lights who are always willing to share some brilliance with like-minded people.

One person I’ve really enjoyed getting to know and learning from is BloomTree’s Stacy Stateham. She’s witty and smart and has a lock on what it takes to elevate your career to the next level in this business. She was also recently selected as an Inman Connect Select Ambassador for the work she is doing and her contribution to our industry. She was kind enough to share some of that with us. Here’s what we learned:

Q: Can you tell the readers a little about yourself?

A: I’m one of the founders of BloomTree Realty, and my function is VP of Marketing and Branding. In addition to working on building our name as a company, I spend a lot of time training and coaching agents, and I also work on our tech and systems.

When we started BloomTree, we set out to create a company built around providing the absolute best level of service possible to clients and, to do that, we knew that we needed to create an environment where the best agents can grow and thrive.

Everything we do is built around our culture of collaboration, sharing knowledge and support. Not just the company supporting our agents, but agents supporting each other.  It’s awesome to see how successful agents can be when they work together!

Q: You’ve been around this real estate game for a long time and, in your position, you’re helping agents get their careers started off on the right foot. As we’ve spoken of many times, one BIG component of developing a long-term real estate success story is really focusing on building a database that represents your book of business. Can you expand on that for us?

A: A database? I’d say it’s one of the biggest differentiators between agents who earn the national median income and those who earn three-plus times that. Unfortunately, it’s also one of the things agents are most likely to neglect – not just having one, but constantly building on it AND really leveraging it as a regular daily function of doing business. Agents should be constantly building their databases over time – whether the real estate market is good or not – from the start of their careers to the time they retire.

Think of it this way: We all know that when we invest money long term, we can weather the ups and downs of the stock market. Investing by a consistent trickle – whether the market is good or bad over time – lets us ride out the lows, leverage the highs and, in the long run, earns a higher rate of return. Just Google “dollar cost averaging.”

If we see our database as a “fund” of business for when the real estate market fluctuates, the effort that we invest in building it is not only a source of business when times are good, but it also is a safety net for when the market is down.

If you’re going to start doing just one thing today to set yourself up for a successful business in the long term, get started on building a strong database.

Q: If putting your database together is the first priority, helping agents understand the importance of CONNECTING with those folks in a consistent and effective way so they stay top of mind as the agent to call is definitely equally as important. How do you recommend agents stay in touch, and how often?

A: In any business, clients and potential clients are a salesperson’s most valuable asset, yet many agents keep their contacts on sticky notes, in their Gmail contact lists, try to manually update spreadsheets, etc. Working that way, it’s easy enough to see which contacts have turned into clients, but it’s nearly impossible to see which haven’t.

So the first step is to use a CRM. We have all of our agents on FiveStreet for lead routing and TopProducer for their CRM as part of our overall tech package, so that all of their leads feed to their databases without having to do manual entry. It helps us as a company to have our agents use one system, because we’re better able to offer support and training. But whichever CRM is best for an individual agent is the one that they’ll actually use. They all have benefits and downsides, so just choose the one that fits best.

How often to stay in contact? As often as possible, provided that it’s done the right way (don’t be creepy). With so many tools at an agent’s fingertips today, it’s easy to mix it up with methods and platforms – newsletters, social media, postcards, in person with a friendly call, holiday greetings and so on. The key to success is to be approachable, genuine and human. Be consistent with your style and content. Give information in an honest way, and be a resource. People don’t like being sold to, but they love someone who’s there to help and guide them.  

On average, people move every seven years. And even though NAR stats say that most would refer a friend to their agent when they’re asked immediately after closing, a dramatically lower percentage actually do. That tells me that many agents aren’t staying in touch as much as they could. Most people will use the agent that’s front of mind when their need arises, so being that agent whom they know and trust is crucial to being the one who gets the phone call.

Q: I know you’re a fan of making a strategic plan for marketing a real estate business rather than that whole “throw enough things against the wall” approach. Can you share what you believe to be some must-have elements to an effective marketing plan?

A: A balanced marketing strategy is like a balanced diet. We can’t stay healthy on just French fries (but wouldn’t that be awesome?). We need protein, fruit, veggies, etc. too.

I see so many agents focusing on just one or two marketing platforms because they like them and they’re comfortable with them, and not layering those with other points of contact. They’re great at calling, so that’s what they do, while they ignore print and online. Or they have a killer website, so they don’t take the time to reach out in person. Or they’re great in person, so they don’t think they need a strong website.

Agents absolutely should focus on what they’re best at, but they can offset their weaknesses on other platforms through training, learning over time or by finding a great solution provider who can help them.

Eating a balanced diet every day keeps you healthy, and maintaining a balanced marketing strategy can do the same for your business.

Q: You’re also a social media strategist. Can you share some of your top tips for using those resources to build a strong real estate business?

A: It wasn’t all that long ago that social media was considered optional in marketing. It’s not anymore!

If you’re only going to use one, use Facebook. Agents should have both a personal profile and a business page, keep both active and use them in the appropriate ways. It’s super easy to set up a list in “friends” to keep clients and prospects separate from school friends and Aunt Harriet, and it allows us to be more personally connected than ever before.

Business pages not only help keep business posts separate, but they also allow agents to use Facebook Ads (I looooove Facebook Ads!). They’re much less expensive than regular pay-per-click, and the targeting capabilities are downright awesome. Probably the two coolest things you can do with Facebook Ads are to target only people who have been on your website (low cost, and you know they’re interested because they’ve already checked you out online) and to aim ads only to people in your database. There we are with the database again… yes, you can upload your database to your Facebook Ads account and send ads specifically to those people.  

Pinterest, LinkedIn, Instagram, YouTube, etc. are all extremely powerful tools too.

Q: You’ve been a ProspectsPLUS! fan for a long time. Can you share which tools you most recommend to other agents?

A: Is all of it an option? If I had to choose, I’d say Just Listed/Just Sold campaigns and property brochures. The neighbors around your listings are a great source of business for the next one, and people always want to know what’s going on in their neighborhood. Just Listed and Just Sold campaigns are a solid way to let them know that you’re actively selling in their neighborhood.

Pro Tip: Getting back to Facebook Ads, did you know that you can layer over Just Listed/Just Sold mailings with a Facebook Ad that runs just to that neighborhood? In the geographic options in ad setup, you can drop a map pin to exactly where your listing is and limit the radius to as low as one mile. Doing both print and online together dramatically increases the likelihood that your marketing will get seen. Go ninja level, and tie that hyper-targeted Facebook Ad back to your listing on your website, collect a lead, and have that lead go to your CRM.  

Consumers today expect something better than an MLS printout on the kitchen counter at a listing. Aim for something modern and sharp and, for heaven’s sake, don’t go DIY unless you’re awesome at graphic design. Make sure your photos look amazing, then check out the Luxury Marketing section on ProspectsPLUS! (your listing doesn’t have to be high end to look high end!). How you market this listing not only helps get it sold, but also may very well be the tipping factor in whether or not you get the next one.

Q: Any last hot tips for agents eager to knock it out of the park this year in terms of their goals?

A: What I tell our agents? First, do a business plan. Second, stick to it. Third, set one hour aside every week to focus on long-term improvements to their business.

Let’s be real… our future selves can’t be trusted. Thinking to yourself that you’ll do it eventually doesn’t get the job done. Actually put it on your calendar as a critical meeting with yourself so you actually do it. One hour once a week spent on setting up systems, automating a process, learning something new, setting up a long-running ad, training an assistant, adding SEO to a website or whatever will pay back big time in the long term.

If your goal is to earn $100K a year, one hour is worth about $48 if you’re only working 40 hours a week. In our market, commission on one side of a deal averages about $5,000 for the agent in earnings. So if you spend an hour once a week building your business for the long term, the math works out to a time investment annually of about $2,500, or half of one of our average deals. But what we see with our agents is that those who actively work their plans do more deals and, with just one more closing, it’s a win. Some have as much as doubled their business by working smarter.

Q: Awesome! How can readers connect with you if they want to learn more or send referrals your way?

A: Hit me up on Facebook! I’m there more than I am anywhere else online. I don’t personally list and sell anymore, but if you need a great agent in Arizona, just let me know. We have three offices full of amazing agents who can take care of a referral client for you.

Terrific, Stacy! As always, thanks for your amazing insight. You’re a treat to talk to and learn from.

If you’d like to know more about building your book of business, staying in consistent touch with your sphere and farm, and generating more listings and leads, visit our site at www.prospectsplus.com, or call our marketing team today at 866.405.3638.

Insight and Experience from Agent Debbie Figueroa

by Julie Escobar

We have the best customers. They’re insightful, fun, professional and willing to share what’s working for them. That’s gracious in today’s competitive market, and we truly appreciate their candor.

I was eager to learn what’s working for top agent Debbie Figueroa, so I reached out to get her thoughts on growing a real estate business. Here’s an excerpt from what she shared:

Q: Thank you so much for sharing your insight, Debbie. Can you start by telling our readers a little about yourself?

A: Sure. My name is Debbie Figueroa of the Real Estate Power Houses. I’ve worked in the real estate industry for more than 25 years – as a full-time REALTOR® for almost five years. I primarily work with residential homebuyers and sellers in the El Paso, Texas, area.

Q: It’s a competitive market. What’s your go-to tool for staying branded in your market and getting results?  

A: The Just Listed/Just Sold postcards are a huge tool for my business. They not only help promote my listed or sold properties, but they also help get my name out in the marketplace. I obtain at least one solid buyer or seller lead from each mailing. It’s a huge tool to utilize during listing presentations as well.

Q: How are you staying consistently in touch with your sphere and farm, and what advice do you have for agents eager to boost their listings and referrals?

A: I reach out to my sphere of influence every other month by mail, at least three times a year by text message, twice a year by phone and once a year with a personal marketing “pop by.” I also email a monthly newsletter and send an electronic postcard for each of my listings to my sphere of influence. Some of my contacts in my sphere of influence have not directly done business with me, but they’re fabulous at passing my name along to their friends and family.

Q: What are your thoughts on differentiating yourself from your competitors in your market?

A: It amazes me when I meet clients who have either purchased or sold a home in the past, and they don’t remember the name of the agent who helped them. Staying in constant contact with past clients and your sphere of influence is key to helping your business grow and continue in the future.

Q: What brought you to ProspectsPLUS!, and what’s your favorite marketing tool?

A: The broker I was with when I made the transition back to selling real estate full time recommended the site. The Just Listed/Just Sold postcards are such a helpful tool in growing your business. Obtaining at least one lead from each mailing pays for itself multiple times over.

Q: Any last fun advice for agents?

A: Enjoy it! No one is perfect. Mistakes will happen, and you need to learn from them.  Make sure to take time during the week for yourself to relax and enjoy life and laugh.  Humor is needed to get through those tough times.

Q: If agents would like to connect with you for referrals, how can they reach you?

A: They can reach me directly at 915.261.8077 or via email at debbie@debbiefigueroa.com.

Awesome advice, Debbie! Thank you so much!

If you’re ready to get the kind of terrific results Debbie is getting and take your business to the next level, visit our site today at www.prospectsplus.com, or contact our team to get started at 866.405.3638.

Making Connections in Unexpected Ways

by Julie Escobar

While a firm believer in the power of consistent top-of-mind marketing using series such as our neighborhood update postcards or content postcards, I always like to remind agents to also include an element of surprise in their marketing efforts as well.  It’s terrific to keep people informed — that brands you as an expert and resource people can trust and call on for their real estate questions or needs.  When combined, however, with a genuine thank you and note of appreciation, you now also brand yourself as someone who cares about your customers — and about details!

This week’s Master Marketing Schedule tip is to send the Out of the Blue postcard from Customer Appreciation Series to 200 of your past clients.  What if you did that at least four times per year?  Or took a few moments to send these kind messages to a block of your sphere of influence VIPs per month?  Do you think it might be worth a few transactions or referrals?  You bet it would!

For the reverse side of the card, I would recommend choosing the “standard back with message” – it has a little more room for a message.  Here are some ideas for customizing your message:

  1. Invite to a customer appreciation event.  Spring is a great time to host a party!
  2. Offer something of value.  We have some terrific Free Reports that are easily customized and downloadable that you can offer.  Nine Strategies to Get 17% More For Your Home or 10 Renovations That Reap Return on Investments are two great ones you can offer.
  3. Offer a service. Let them know that the market, and mortgage rates are changing — and that has a lot of people asking questions about what that potential means for their home value.  Offer to meet with them to share a home price evaluation and answer any questions they might have.
  4. Let them know when you’ll be in the area!  Schedule a time for you and your team, if you have one, to walk your geographic farm or be available for a meet and greet at a local coffee shop or community center. Then share that information with your fans and offer to answer any questions they might have and even tell them to invite a friend!

Then follow up.  Block time to connect with at least 25 past clients per week with a kind word, a thank you and an offer to assist.  We’re in the business of people, and when you reach out on a regular basis and let people know you genuinely care — you’ll be rewarded with new business and customers for life!

Need help with your marketing? Contact our team today at 866.405.3638.

To Reach More People In Your Sphere and Farm

by Julie Escobar

Agents often ask us for ideas on what to send and when. We’re happy to help so they can get back to what they do best:  Prospecting, Presenting and Closing.  We know there are LOTS of option to choose from, and no real one-size-fits-all. That’s why we put new marketing tools on the site each and every month.  It’s also why we have over 1,000 postcards in the standard-size alone, and thousands more in Jumbo and Panoramic.

What we’ve found is that postcard marketing makes it easy for agents to “pull the trigger”, get their marketing ordered and move on to the next task. Expediency and ease are two factors that agents tell us are important to them.  The fact that the content is done, customization is easy and data is readily available to create marketing lists all help make the process quick and easy.

One series that’s really popular right now is the Listing Inventory Series, because it highlights the need for more listings!  Agents love having a series that has a wide selection because they can send month after month to your sphere and farm with consistent branding and similar messaging.

Here are some suggestions for the next three months using this series with a little bit of a twist! Pairing a
postcard with a Free Report Offer is a great way to offer something of value, brand yourself as a resource, and get people to pick up the phone or text you for the offer.  

March:  Send the Buyers are Waiting postcard from the Listing Inventory Series. When choosing a back, choose the “Standard Back with Message” option so you have a little more room.

Change up the front if you like, and on the back, change the copy to say something like:

There’s never been a more important time to have resources you can count on when it comes to buying and selling a home.  We currently have more buyers than listings, which makes them motivated to pay top dollar while interest rates are low and demand is high. If you are interested in selling, or know someone who is, please call or text me today at (your cell number) to get a copy of my Free Report: 5 Tips for a Smooth Quick Home Sale.  

April:  Send the Take Advantage of the Market postcard. Again, choose “Standard Back with Message” option so you have a little more room.

Change up the front if you like, and on the back, change the copy to say something like:

Timing is everything in the real estate market, and the time to get more for your home is right now.  We currently have more buyers than listings, which makes them motivated to pay top dollar while interest rates are low and demand is high. If you are interested in selling, or know someone who is, please call or text me today at (your cell number) to get a copy of my Free Report: 9 Strategies for Getting Up to 17% More for Your Home.

May:  Send The Big Question postcard, and change up the back message to:

Selling your home is a big decision. One of the biggest for most people.  You’ll want to make sure you have every question answered before diving into this competitive market. I can help. If you are interested in selling, or know someone who is, please call or text me today at (your cell number) to get a copy of my Free Report: 5 On the Money Reasons to Use a REALTOR. 

Get the full impact from your marketing tools.  

  • Add the report PDFs to your blog.
  • Or as an opt-in on your site.
  • Print them out to share at Open houses.
  • Share the jpg’s on your social media with a link driving people to your site to download.
  • Or use when you are walking your farm to follow up on your mailings.
  • Add additional marketing “touches” by sending Just Listed/Just Sold or Open House postcards.

Be sure to block time to speak with at least 100 people per week from your sphere list as part of our March challenge.  The market is competitive. That means it will take bold ACTION to gain market share. We challenge you to do just that.  

Need help?  Contact our team at 866.405.3638. They are there for you! 

 

 

Take the March Challenge! 

By Julie Escobar

Why leave all the “March Madness” stuff for the basketball fans?  This month, we’re looking at ways to inspire agents to take the ACTION they need to drive their numbers and build momentum.  That means being pro-active, and working ON your business as well as in it.  There’s no doubt agents are increasingly busy, but when they fail to time-block for business-driving activities like prospecting and database building, they often fall into the commission-chasing category as opposed to having a steady business and referral stream they can count on.

Statistics tell us for every twelve people in your sphere of influence that you regularly connect with, you can expect a deal or referral per year.  That’s valuable information to know. Yet, how come so many agents lose business because they failed to stay top of mind and connected with their sphere?  And when you find a farm that has the a healthy turnover and you’re NOT actively marketing to that area? You’re leaving money on the table.

Here are three pieces of great advice for getting ahead in this business:

International Speaker and Coach Darryl Davis: “I tell my students and coaching members to focus on the activity rather than the results. Why do people fail? Because they don’t see immediate results. So, they do what? They QUIT. When you switch your thinking to focus on the ACTIVITY, not the results, it helps you get past the fear. Think of it like baseball averages. Ballplayers know the more times they get up to bat and take a swing, the more likely they are to get a hit. After a while of playing, they know their numbers… their average. The same is true in prospecting – you’ll get to know your numbers. So maybe out of 10 calls, you get five connects and two appointments. I tell my students that their goal should NOT be to get the appointment; it should be about building relationships. Why? Because it takes the pressure off.  Focusing on getting an appointment is a win/lose scenario. If you don’t get it, your reaction is, “I lost. I’m bad.” When you focus on building a relationship, every call is a win. The truth is, you’re not going to get an appointment unless there’s trust. By building relationships, you build trust – and the appointments will happen by themselves.”

Power Agent Denise Buscemi, Florida:  “My advice? Several things. First, remember when you are meeting customers and clients, make everything you do be about that person and only that person–the rewards will naturally follow. Next, read more – be a lifelong learner. It makes you more competitive.  Be a great listener – not only does it make you a better communicator, buyers and sellers will tell you everything you need to know to help you close the deal.  Send the postcards that keep your name in front of them. Do your homework and always go the extra mile.”

Power Agent Kathy Casarin, Pennsylvania: “I would say first, there are no timeouts for replays!  Engage your client get back to them fast whether it is on Facebook, email, in person or a phone call.  Don’t wait or you’ll find they’ve already called upon someone else. Next, assure your client you are the professional. You are experienced, successful and know what works and what doesn’t. Earn your clients trust upfront. Become your absolute best at communication. Keep your client in the loop every step of the way, whether it is periodic emails as to how their listing is doing vs competitors.  Make that phone call to discuss price, home improvements, showings, open houses etc.  Regular contact reassures the client you haven’t forgotten about them or their listing or the homes they want to buy… so when you have to advise them on say a market adjustment on home price they agree and know it is in their best interest because you are always with them to get this SOLD. Stay current and do what works.  The truth is it all works–but only if you do it — so don’t forget to post on your social networks, answer real estate questions on Trulia, use ProsectsPLUS! to send out postcards, attend social gatherings to see and be seen and be that constant reminder to say, ‘Hi! I’m in Real Estate!’”

Our challenge to you this month? 

  1. Calculate your SOI. See how many people you need in your sphere to hit your goals this year by
    heading over to our SOI Calculator.
  2. Thank people. Send Thank You Postcards from our Customer Appreciation Series to at least 100 people on your sphere of influence list this month.
  3. Pick up the phone. Make at 20 calls per day to your sphere of influence. (100 per week is a big goal!) There are some really fun connectivity ideas on our Master Marketing Schedule if you’re looking for interesting reasons to connect! Consider Darryl’s advice above if you’re nervous about talking to people.
  4. Knock on at least 100 doors. Use door hangers so that even if folks aren’t home they’ll know you were there. According to the Master Marketing Schedule, March 12th is National Flower Day, it might be the perfect time to attached a packet of flower seeds to your door hangers and walk your farm! Have some fun with it!
  5. Add 100 people to your database. Now, this one may sound hard, but it doesn’t have to be. Some agents are on top of their game, adding new people all the time. But a LOT of agents that we talk to don’t really have a handle on their lists.  Hire a college kid or virtual assistant for a short-term project to get this done. It’s one of the most important things you can do as an agent. Here are some sources that you can pull from:
    1. Past purchased lists. (Think of all those Just Listed and Just Sold postcards you’ve sent out. Have you done anything with those saved lists you’ve purchased? Put them all in a database and use it to send Listing Inventory postcards or Neighborhood Update/Free Offer Postcards)
    2. Past buyers and sellers. Hand over those files to someone who can pull all those contacts and put them into a database for you. These people already have trusted you enough to do business with them.
    3. Get creative. Download our BusinessBASE, to see the 250 people who should be in your sphere and start adding.

It’s a good month to go above and beyond. To stretch yourself, your goals, and your reach in your community.  Take some time this week to plan your calendar then go for it. We’d love to hear how you’re doing.  Connect with us on Facebook (and be entered into our March Contest), or leave a comment below.

Need help? Our marketing team is amazing! Call them today at 866.405.3638. They’ll walk through any questions you might have and help you get your marketing on track! Have a great month ahead!

Dialogues to Help Get Your Listing Priced Right the First Time

by Julie Escobar

Getting past what the seller THINKS their home is worth to what the market will bear is sometimes a little tap dance in sales skill for agents. To help the cause, I pulled a few excerpts from our 21 Ways to Get Your Listing Priced Right eBook, and tapped a few friends for some powerful dialogues and strategies that can help you get sellers to sign on the dotted line.

Here are a few:

  1. The Waiting Game: Use when a seller wants to wait to lower the price:  Dialogue: “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?  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.”
  2. Pick a Price: This is a good strategy to use when a seller says another agent would take it at an over inflated price.  “Mr. and Mrs. Seller, I appreciate that you want to get the most from your home, and I know the other agent told you he’s list it at that higher price.  Now, what I don’t know is how he/she could have gotten that number.  You know as agents, it’s not like we can really just ‘pick a price.’ When I brought you what I felt was the right asking price for your property it was based on many facts and factors such as what other similar homes in this area have sold for, the age and condition of your property, the location, etc.  So, it’s not a guess – it’s based on real market value. So, what I’m saying is as a Realtor who has your best interests at heart, I’m not going to pick a price out of thin air, and I can’t in good conscience just tell you the figure you want to hear in order to take the listing.  I will tell you that if you really want to get your home sold quickly, get the most money possible in this market with the least amount of headaches – we should ‘pick’ a price that’s based on those facts and figures.  Agreed?”  Have your comparables there to illustrate how you arrived at your suggested list price.
  3. The Dollar Bill Close from our friend Darryl Davis: When faced with this classic: “My home is special – I did all of these improvements myself, so it’s worth much more than what others are listed for! I would say, “Mr. and Mrs. Seller, I certainly understand how you feel. But let me ask you something. If I were to give you one hundred $1 bills that were crisp, clean, beautiful, and hot off the presses – and I sent you to the mall and asked you to sell them for 95 cents you’d probably sell them pretty quick wouldn’t you? And if I asked you to sell them at 85 cents even quicker – right? Now, what if I asked you to sell each for $1.10? You probably wouldn’t sell any – am I right? The point is that no matter how crisp clean and beautiful your house is, you can’t sell a dollar for $1.10. Now let’s say there are only two dollar bills – one crisp clean beautiful and one that’s ratty, old, stained and dirty. If you had a choice which would you choose first? The clean one right? So, what I can tell you is that while all the wonderful improvements you’ve made won’t mean it will sell for more, it does normally mean it will sell before the others.”
  4. Reduce the Price or Cancel (A favorite from Floyd Wickman.) Sometimes a good way to get a price reduction is by offering to cancel the listing. This is from Floyd’s 101 Dialogues.  “Mr. & Mrs. Seller, the reason I asked to come by tonight is that we had a meeting concerning your home in our office.  And I think in attendance we had collectively, about 70 years of real estate experience and we all agreed that if we were to keep your home on the market at the current price, well, it would be like not having it on the market at all. So, the reason I wanted to come by is that I brought over two forms for you to look at.  The first form I brought with me is what we call a Price Change Form.  It was collectively agreed that if you want to get your home sold, this is the price we have to adjust it to.  Now it’s not easy for me to say that after I’ve had the house on the market for a couple of months, but 70 years of experience agreed that this is the price your home will sell for. But before you say anything, I wanted to tell you that second form I brought over is a complete cancellation of the listing form.  Now, if you can see your way clear to signing this (price reduction) tonight then I’ll be able to get your house sold and get you into the new house relatively fast.  If you decide to sign this cancellation and assuming my broker will, this will free you up to list with someone who – well – maybe doesn’t care.  So, the reason I wanted to stop by is rather than keep you tied up the way we are I wanted to stop by and have you ‘OK’ one of these tonight.  Fair enough?” Be sure you have a copy of both forms with you and stick to your guns!  This technique is not for the meek!  You may want to practice the dialogue a few times until you’re comfortable.

Pricing dialogues and negotiation skills take practice, drill and rehearsing.  One of the most powerful things you can do as an agent is to know your market inside and out, know the numbers and practice the closing skills that will help you take more SALABLE listings each month. As Floyd would say, “Worse than no listing is a listing that won’t sell.” Don’t find yourself in that category.

To learn more pricing skills head over to read more about our eBook at 21 Ways to Get Your Listings Priced Right (Despite the Sellers Best Objections!  In it you’ll find bonus objection handling visuals and tips from industry experts.

Need more marketing help? Contact our team at 866.405.3638!

To Drive Leads and Attract More Listings

By Julie Escobar

Did you know that there are over 50 designs in our Content Card series?  Agents are loving them for a fast and easy way to stay in touch with their sphere and farm, and position themselves as a resource in their markets.  The best part about it is — they don’t have to come up with any content. We do all the work! Agents tell us that they like using them as a newsletter alternative as well since they contain great, consumer-friendly information, just in smaller quantity.  All the agent has to do is choose their mailing list, add whatever personal touches to the copy on both sides and and place their order!

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 content 4information 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.content 5
  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 content 6leaves 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.

You can even send them the .pdf you’ve downloaded!

Get started today and kick your 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!

Was YOUR Name Drawn?

Wow! A big thanks to all our amazing contestants this past month! We had some terrific entries – and we thank you all so much for sharing your ProspectPLUS.com experiences! If your name wasn’t drawn – no worries!  We’ll choose three MORE winners March 2nd. Congratulations everyone!

Our $250 winner is Scott Wolf‎ who shared, “I have recently returned to my original farm area after an 18-month absence. One of the best ways for me to reacquaint myself and let my sphere know what I was doing was to send out high quality postcards. I choose the jumbo size that emphasized pictures with high quality pictures of my new listings to support my brand promise. Quality over quantity. My farm while using mobile technology more and more are still the paper generation. The new jumbo cards are a good value that has high perceived value with my audience of 1,800 doors in an upscale 55+ community. ProspectsPLUS! is my quick reaction force when I need get a campaign out fast. I have gone from 2 listings to 9 in just 60 days. Paper does work and the various layout designs that the jumbo cards offers is modern, classy and catchy!”

Our $100 winner is Charlie ‎‎Pagan who shared, “I just signed up with them and ordered business cards and I must say, the service thus far is excellent. I got a call from one of their representatives letting me know that my picture was blurry and to kindly forward a new one. I liked that, because she held back my order until such time things were done correctly. Now to me, that’s service. Other companies would have possibly just sent it as is, especially when you have taken advantage of a first-time bonus offer. In this company’s case, they simply made sure that I get what I paid for. I will continue ordering through them and by the way, the prices are excellent as well.”

Our $50 winner is John Fulsaas‎ who shared, “I received an email from Ramona with ProspectsPLUS! after selling a listing in Beaumont, CA. The email wanted to know if I wanted to send postcards announcing the sale to 100 homes nearby for about $70. I went ahead and gave it a try. Later I received a phone call from a homeowner on the same street who wanted me to sell their home. It worked out perfectly!”

Thank you to everyone who entered! Ready to throw your hat in the ring? It’s easy!  Leave your review of your ProspectsPLUS.com product or service on our Google+ Page or our Facebook Page today!  We’ll give away a total of $400 more in ProspectsPLUS! gift cards!  Next drawing is March 2nd!

We’d also like to invite you to join us in our goal to raise $50,000 for St. Jude Children’s Research Hospital®! We are matching every donation this year, dollar-for-dollar! Learn more at: blog.prospectsplus.com/st-jude.

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