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Saturday, April 20, 2024

Tracking on a Tech Business Chart Art

Taking the Guesswork Out of Real Estate Marketingtrack it

By Julie Escobar

You’ve got to love technology right?  As real estate professionals in today’s competitive world, every marketing step counts – and every marketing dollar is important.  We get that.  That’s why we put systems in place to track 100% of all postcard and mailing orders.  That way, you know what’s been delivered, when there’s an issue and exactly when you can start following up on your important real estate marketing mailing.

Here’s a quick video to show you how it works:

As you kick your marketing and momentum into high gear – here are four things you should know:

1.       Track My Mail is a Resource You Can Trust.  We know that every dollar counts and you want to know that your marketing is not only being sent, but is being delivered.  We want the same.  Every time you place an order, you will be sent a link when that order is shipped so you can track your mail every step of the way. When we deliver it to the post office, when and where it’s routed, and when it gets delivered.  That way you’ve got total confidence that your marketing is working for you. There’s no extra cost, no fuss, no questions.  We’ve got you covered.

2.       There are LOTS of options available.  Marketing is a big decision for agents today, and budgets are a jl-cards-2giant factor.  We’ve got tools that can match any budget, and can help you reach as far or as limited a target as you are comfortable with.  From Every Door Direct options that allow you to blanket entire geographic areas, to Just Listed/Just Sold Postcards which are a foundation for any real estate marketing plan, to the collateral pieces you need for fair trade items, blog fodder, consumer friendly website downloads and presentation content and more.  We can work with you one-on-one to meet your budget and extend your reach with ease.

3.       By real estate professionals for real estate professionals.  With our organization, you’ll know that your marketing is being written and produced by people who have long ties and experience in this industry we love.  We’re constantly watching market trends so we can keep you on the cutting edge when it comes to always having tcommunitynewsnovthumbsfront4he right piece for the right person at the right time.  It’s the difference – that makes all the difference.

4.       Totally editable.  We get that creating is HARD and clicking is EASY.  That’s why we try to do as much of the ‘heavy lifting’ as possible so that when you choose your marketing materials  – be they real estate postcards, newsletters, flyers, brochures, or even kits – you don’t HAVE to change a thing if you don’t want to.  You can simply have our system apply your contact and profile information and go – but if you want?  You can totally change whatever you like.  Change the words. The images. Upload your own piece even.  Flexibility is key in today’s busy world.  You have our commitment to continuously make that an easy solution.

Get started today!

We know that a successful agent is a busy agent.  And time – is really of the essence.  So giving you the options, materials, resources and support you need  is our top priority.  Call us today at 866.405.3638 and speak to one of our marketing professionals about building your book of business this year. We’ve got just what you need to succeed.

Then Putting the Who, What, and When Together

By Julie Escobar

As we head into the final months of the year, a lot of agents are already wisely getting into planning mode. One sticking point that stumps a lot of real estate professionals is building the right marketing lists to fuel their pipeline of business.  Let’s take a look at some simple strategies to put into place:

Sphere, Farm, Niche – it’s the real estate agent’s version of lather, rinse, and repeat.  Success in this business stems from staying in touch, staying positioned, and top of mind for the folks in all three.  I’m often asked by agents, “Where do I start?” The obvious is ‘the sphere’, aka – your sphere of influence or book of business.

Now, if I had a dollar for every agent that said ‘no” when asked if they had ever taken the time to actually put their sphere (those people that already know you, like you, trust you, and would do business with you) into a database, I could buy a very large piece of property – like an island or something! So don’t let yourself fall into THAT category! Savvy agents understand that their best customers, are the ones they’ve built and nurtured relationships with consistently.  Who should be in in your sphere?  Family, friends, neighbors, colleagues, past clients – and all those folks whose lives you touch and touch yours back. businessbase

Sphere:  For a list of 250 people that SHOULD be in your book of business, download a pdf of our BusinessBASETM at no cost today.  Then make THIS the week you make putting YOUR sphere into a working, viable, referral-generating database.  Need help inputting all the data?  There are lots of college students home for the summer already that would be perfect for that kind of task.  Or hire a Virtual Assistant for the project.  Your highest and best use of time is prospecting, presenting, and closing – so gather up the data – and delegate it to someone to make it happen.

Four great marketing pieces for your sphere:

  1. Holiday postcards – there’s something every month that can be sent as a friendly hello.
  2. Recipe cards – many agents swear by these as customer ‘keepers’.
  3. Newsletters – these powerful tools are perfect for connecting with your sphere.
  4. Content cards – these are content-rich, consumer-friendly postcards filled to the brim with valuable information that people love.

Farm:  Pick an area – but not just ANY area.  I asked Coach Todd Robertson for a little how-to advice for map my mail dataagents on choosing the right farm area for them.  He shared, “I work with a lot of agents to help them really fine tune what area they want to market.  Even if you find a geographic farm that you think works for you location wise with commission-friendly price ranges, you still need to be mindful of two other factors:  The turn-over rate, and the competition.  Ideally, we want to help position you to receive a 20% market share in a geo farm. If you start in a farm where another agent already has that or higher, you’re going to work much harder and have to be at it longer to see the results you’re seeking.  Finding an area where any one agent has less than 10% market share is preferable, or if you see an area where a previously aggressive agent has slowed or stopped their marketing.  In terms of turnover rate, ideally you want a one that is at least 10-15%.  You can easily determine the turnover rate by dividing the number of homes in the farm by the number of homes which have sold.”  That’s a great starting point.  So take a snapshot of your market area – look at the neighborhoods that may fit that criteria close to you, then use our MapMyMailSM system to easily capture mailings lists from those areas.  You can choose a radial search by address, or choose to search by zip code or counties. Talk to your broker, look at your options – then map out your marketing list! Once you have that – then remember to stay CONSISTENTLY in touch with these folks – month after month.    For a great read and more tips from Todd – read The Smart Scoop on Geographic Farming.

Three great tools for connecting with your farm:

  1. Neighborhood Update/Free Offer series: People want two things: to know the agent they work with can get results – and that they have the resources they need.  These cards present you as the agent with both!
  2. Listing Inventory Series: These postcards speak to the mindset of potential sellers with the right questions and direct response offers.
  3. The Market Dominator: For agents serious about dominating a geographic farm and earning a 20% market share.  This powerful, direct-response piece is 12×15 and attention grabbing.  It also takes advantage of Every Door Direct Mail, so the cost is even more affordable.

Niche:  Top agents don’t stop at just marketing to a sphere and farm. They specialize in a demographic that resonates with them.

Here are some ideas for working a niche:pp demographic search data

  • Investors: Use our MapMyMailSM – choose the demographic search option, then custom, then choose records with a household income of $150,000 or higher.  You can also look for REI or REIA websites to learn more about real estate investors.   Use our Investor Series postcards to reach out to these lists each month.
  • FSBOS & Expireds: There are great services such as LandVoice that offer data for FSBOs & Expireds in market areas all across North America.  Use our 7 Series for FSBOs or Expireds – send 3-7 postcards in rapid succession (every 3-5 days) as soon as you see a new prospect for these demographics, offer a free report such as 5 Factors That Cause a Property Not to Sell, and follow up after you’ve sent the postcards with a direct response offer.  Offer to perform a Merchandising Review to ensure that the home gets sold for the best possible price in the fastest possible time.
  • First Time Home Buyers: Use the MapMyMailSM system to find local renters.  Offer a variety of free reports such as How to Save for a Down Payment, or Top Ten Checklist for Choosing an Agent. Send our First time home buyer/renter series of postcards monthly with a fair trade offer to connect.
  • Seniors: You can use that same MapMyMailSM technology to find Baby Boomers and older.  Send our Senior series of postcards to these fine folks!
  • Get creative: From motorcycle enthusiasts, to local sports team members, to boaters, to farmers, and everything in between.  Finding the group of people that you really connect with and would love to serve and work with is a great way to get continuously better as an agent and build a powerful referral network.  You can edit our holiday, inspiration, recipe, content cards, or even image series to alter your message for each and every demographic.

We also have powerful Specialty Data Selects Using Nielsen’s PRIZM Codes available on the site to help you tap into incredibly detailed data segments to help make their marketing easier – and more effective. What is PRIZM segmentation? According to Nielsen, “Segmentation links your customer data with household-level and neighborhood-level demographics, syndicated survey and primary research data to reveal exactly what types of consumers are currently using your products or services. Any customer files, lists or survey data with complete addresses or at least a ZIP code can be coded with Nielsen’s segmentation systems. This allows you to identify your best prospect segments with the greatest efficiency for effective marketing strategies that align with marketplace demands.”

Smart, right? So what does that mean to YOU as a real estate professional? It means that marketing just got more interesting. See our Nielsen PRIZM options here.

For all three marketing avenues – your sphere, farm, and niche – be sure to connect every 28-45 days consistently to ensure that you maintain that top-of-mind awareness.  Armed with your database and marketing materials, and a reminder system to FOLLOW up with the folks in each will give you the competitive edge in your market that will allow you to develop and maintain a long and prosperous career.  Ready, set – GO!

Need help getting started? Contact our marketing professionals today at 866.405.3638.  They are an amazing resource – and they truly care about your success.  Happy Listing!

 

Relationship Marketing Insights with REALTOR Maggie Dokic

By Julie Escobar

Through every conceivable type of market, one thing has always held true in our industry:  it’s a people business.  Call it what you will, mdokicsq-1sphere of influence or book of business, it is the process of staying connected and nurturing those relationships that will garner agents the highest potential for new business and referrals year after year and allow them to stay out of the “where is my next commission coming from” cycle.

To talk about why this is so important, I sat down with long-time ProspectsPLUS! Customer Maggie Dokic to find out what she’s learned through the years.

This is an excerpt from our interview:

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

A: I’m a broker owner of a small real estate brokerage in Miami. I am technically a “competing” broker but only because I do sell to my own clients, not because I compete with my agents for business. We all lead generate and create our own business.

Q:  You’ve grown your team and your business considerably through the years, what do you think are the key components to building a solid book of business?

A: Fostering relationships with those who know you and staying in touch with past clients. It’s a known fact that it costs considerably more to get one new client than it does to stay in touch with one you already have. It makes financial sense to do so, plus it’s a natural extension of my personality to stay in touch with past clients!

Q: How important is marketing for you in terms of staying competitive and driving new leads?

A: Whether you’re marketing yourself or your brand, it’s important to ALWAYS be marketing. If you’re not?  Someone else is.

Q:  What ProspectsPLUS! marketing tools are you a big fan of and why?

A: I love the Just Listed postcards and how quickly they can be ordered. I’ve also really been wanting to try the new Market Dominator mailing. It looks amazing. I’ve had a challenging year this year due to personal responsibilities which have prevented me from expanding my real estate business. But it’s on my radar and as soon as my schedule settles down a bit, I’ll be looking into it further.md-nov

Q:  How often do you stay in touch with your sphere of influence?

A: On average it’s at least once a month with a scheduled email, but in reality probably more than that because much of my sphere I see in person either at church or personal events. And a large portion of my sphere is also connected on social media such as Facebook so I connect there as well.

Q:  What activities in your marketplace do you do consistently to support your marketing efforts?

A: Facebook ads for our new listings, open houses, and just listed/just sold postcards.  They all work to drive extra traffic to our site and phone calls.

Q:  Do you have a niche that you specialize in?

A: I’m a firm believer that it’s best to be a specialist and not a generalist. It dilutes your efforts if you try to be all things to all people. That said, my only niche is probably geographical in that I won’t go all over the county for business. I prefer to refer it to one of my agents or a colleague if it’s “too far” for me. Also I do not do commercial real estate, although I have agents who do. I personally prefer to concentrate on residential real estate only.

Q:  What advice do you have for fellow agents eager to create a strong foundation and career longevity?luxury cards

A: Real estate is about lead generation. If you don’t generate new business, you can’t expect to make it through the long haul. Pick at least three lead generating systems and stick to them. For example: Just Listed/Just Sold postcards are a great way to market you, your brand, and your listings.  Staying in touch with your sphere should definitely be another must-do.  ProspectsPLUS.com provides a whole spectrum of marketing tools to stay top of mind with your sphere, without breaking the budget.  And once you’ve sent those mailers?  Pick up the PHONE. It’s the least expensive, and most effective thing you can do. It’s a lot easier calling someone you know rather than a FSBO who doesn’t know you and is likely annoyed at all the agents calling her! Not to say FSBOs aren’t a good source of new business – they are!   

I would also say to focus on one thing at a time and don’t be a secret agent. This is Real Estate 101. Reach out to those who know you and like you, and let them know you’re in the business (or remind them you’re still in the business). People prefer to work with someone they know, like and trust and that’s where you gain the upper hand. Make sure your contacts know you are there for them. And be genuine in your approach. My monthly mailings remind them I’m in real estate. My phone calls, texts, Facebook posts and note cards are short, sweet, about building the relationship – and NOT about real estate are always appreciated. When you do all of these things – when they are ready to list or sell or know someone who is, I know they will remember I’m the real estate professional for them.

Q: You’ve also used a lot of Every Door Direct Mail™ while growing your business – what made you make communitynewsnovthumbsfront4that decision?

A: The cost of EDDM made me realize it was a smart business decision. Knowing that I could reach about three times the number of people for the same cost was a no-brainer. We once mailed to 1,002 homes and the day after the mailers were delivered I received my first call from a homeowner considering selling.

Q:  How can readers reach you if they’d like to send a referral your way?

A: We’re available at www.SpecialMiamiHomes.com and info@SpecialMiamiHomes.com.

Thank you so much Maggie.  We appreciation your generosity in sharing your experience!  You’re terrific and we wish you all the very best.

Want to learn more about driving your business forward, staying top of mind, and growing your referral base? Head over to our Master Marketing Schedule for a steady stream of tools, tips, techniques and ideas.

Need help getting started? Contact our team at 866-405-3638.  

 

An Interview with REALTOR Eric Hardy

by Julie Escobar

As we head into holidays and turn our eyes towards the new year ahead, I was eager to get back to some basics by sharing agents stories of best practices for building solid businesses.  Customer care and attention to detail are two factors that are critical keys to success for top performers.  To tackle that topic, I touched base with my old friend and awesome agent Eric Hardy who put customer care on the top of his priority list. Here’s an excerpt from our interview:

Q: Hey Eric – thanks for sharing with us today.  Before we jump in, can you tell the readers a little about yourself?

A:  Yes, I am 45 years old, married, and a father of two. I have been in the wedding business for over twenty years, and recently decided to go back into real estate after a 15 year break. I currently work for Dennis Eric HardyRealty in Lutz, Florida.

Q: You’ve recently re-entered the real estate game. What do you feel is the most important strategy for fast-tracking a successful first year ahead?

A: A positive attitude, a genuine love for what we do. You have to enjoy your wok because it shows to people when you do, and when you don’t. We get to help people with a major event in their life.

Q: How are you building your sphere of influence and staying top of mind with them?

A:  Nowadays social media is key, and understanding the power of it. Along with keeping in touch with people with even just a simple phone call to see how they are. I always tell everyone what I do for a living. When they think real estate, I want them to think of me.

Q: What advice would you give other new agents for hitting the ground running?

A:  Get as much training and education as you can, knowledge is power. Be humble and listen to advice from jl-cards-2people older and younger. And most importantly put the time in, and try new things till you learn what works best for you. Don’t skip on the traditional marketing tools that work either.  Just Listed and Just Sold postcards always have been a staple in our industry for a reason — they work. They help market you as an agent, your listings, and your business.

Q: Do you belong to a mentor or networking group in which you can share ideas?

A:  I work for a great company. We all sit at a round table once a week and discuss marketing plans, odd questions and different scenario’s agents come across. This way when we see a new situation or issue we are prepared.

Q: You were in the wedding business, are you transitioning those clients and customers into your sphere and do you see a niche market there for yourself as an agent?

A:  Yes, absolutely. Most of my couples once they are married their next major life event is usually buying a home. After working with me on their wedding they see that I am competent, intelligent and easy to work with. I want their home buying experience to be a stress free and fun, the same as planning their wedding. There are bumps in the road you may run into, but we are here to help you through that. And thank you for thanksgiving2016v6thumbsstndletting me be part of your big day, and part of a major event in your life.

Q: How important is servicing and staying connected with your customer base to you?

A: It is crucial. One thing I really liked about the REALTOR that helped me buy my home, is he still keeps in touch. I get an email at least once a month and every holiday, and occasionally see him around town and he is genuinely happy we love our home. I strive to give that level of customer service everyday.  Monthly postcards, phone calls, and social media make it easy to stay in touch in today’s world. Your customer base is going to be your strongest line of referrals. Always take good care of them even when the transaction is completed, stay in touch!

Q: Are you working a geographic farm? If so – what are you doing that’s working?free offer door hanger

A:  For me I work best face to face with people. I love to knock on doors, talk to people in my area. I get into conversations with them, and have even made friends and have gotten to know some really great people. The person in front of you may not be buying or selling, but if they like you they will put you in touch with anyone they know who is. Treat every person with kindness, people always do business with people they like. We are not just trying to find the next “sale” but building a career helping good people.

Q: How can people reach out to you with referrals?

A:  I am always available by phone or email, seven days a week. You can reach me anytime at 813-770-2150 or at Hardysline@verizon.net, if you just have a question I can help you with.

Thanks Eric for your time and your advice for what’s working in your corner of the world! Agents love to learn from other agents. I so appreciate your sharing your experience.

Need help marketing YOUR real estate business?  Contact our team at 866.405.3638 today or visit www.prospectsplus.com. 

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