Wednesday, July 24, 2019

Cut Through the Clutter & Stand Out

Think back to the recession when homeowners were deep underwater in their mortgages, when many walked away and others tried short-selling their homes.

Seemingly overnight, every other real estate agent on the planet became a “short sale expert.”

We now know how dangerous that was. Homeowners represented by agents who hadn’t a clue about the intricacies of the process littered the internet with their stories of failure.

While calling yourself a “neighborhood expert” when you truly aren’t isn’t as potentially damaging to a client as pretending to be an expert in short sales, it’s still dishonest.

And, if you are a member of NAR, you know that dishonesty is an ethics violation (Article 12).

We think it’s rather impossible that the vast majority of agents are true neighborhood experts, yet they label themselves as such. So, how do you, the true expert, cut through their clutter and stand out?

Become the area expert with the Market Dominator (available under the Market Domnator System tab)

It takes more than a statement on your website or business card. Let’s consider some ways to prove to potential clients that you are what you say you are.

1. Prove it in your marketing materials

True neighborhood experts, by and large, market to farm areas. Whether that is a condo community, a ZIP Code or by subdivision, focusing on a smaller pool of homeowners is a brilliant way to become known as the expert in a community.

The best way to reach these homeowners or tenants or whomever you are targeting is via direct mail. It’s quick, it’s inexpensive and it works.

Neighborhood sales update marketing

Here’s an idea of what to send to your chosen neighborhood: Neighborhood Update postcards that include current neighborhood home sale details – information homeowners value. It shows them that you know your stuff and are on top of what’s happening in their area.

When sending neighborhood updates or CMA reports, ensure that your explanation is in plain English. Unless you explain the meaning, avoid insider jargon, such as:

  • “absorption rate”
  • “months’ supply of real estate inventory” (what does months’ supply and “inventory” mean?),
  • “the median price range” (explain median vs. average)
  • “time on market” or “days on market” (why is this important to the average homeowner thinking of selling?)
We found lots of other examples online of what to avoid in your updates or CMA reports. Here’s one:

“In January, sales dollar volume increased year over year by 3% to $599,080,374. New listings rose 22% to 2,820, active listings increased 21% to 5,840 and pending sales increased 11% to 2,452. Monthly housing inventory increased by 0.4 months to 2.3 months.”

“Sales dollar volume” is meaningless to a homeowner. We would reword the paragraph to read more like a narrative than a dry list of statistics:

In January, 22 percent more homeowners put their homes on the market here in Any town than in December. As quickly as they’re listed, however, buyers snap them up. One indication of that is the increase in pending sales, which were up 11 percent more than pending sales in December.”

Send Free Market Analysis Offers (available in the postcard section under Call to Action Series)

Since potential home sellers are your primary audience when farming, leave out the increase in inventory unless it’s significant (0.4 months isn’t). And, if you must express inventory in “months,” do the readers a solid and explain what that means.

Additional farming pieces include:

2. Prove your neighborhood expertise on your website

 Your website provides the ideal platform to strut your neighborhood expertise. Start by ensuring its localized.

So many agents pay the big bucks for a professional website and fail to remove or change the template text that comes with it.

Add your market area everywhere possible, starting with the above-the-fold area on your home page. Don’t make visitors wonder where on earth you sell real estate.

Create a neighborhoods section on your site and fill it with valuable, hyper-local content. In-depth neighborhood descriptions, quotes from folks who live in the neighborhood about why they love it, links to listings and lots of photos are the bare necessities for neighborhood pages.

Finally, if you don’t have a blog, start one. It’s the ideal place to post local content and, if promoted across your social media platforms, it will help drive traffic back to your site.

3. Prove it in person

 Get your face known around your chosen neighborhood(s). There are many ways to accomplish creating visibility. Here are a few:

  • Hold home seller seminars in the area.
  • Join the PTA.
  • Sponsor a community sports team and, in exchange, ask that your banner be displayed at games. And, do attend the games.
  • Join the neighborhood YMCA or gym.
  • Attend the HOA meetings.
  • Host a monthly coffee-and-pastry or happy hour events at the neighborhood café or watering hole.
  • Patronize neighborhood merchants and introduce yourself. Become a repeat customer.

Your aim is for people to think that they see you everywhere they go. Talk to folks, hand out your business card.

Realtor marketing postcards for neighborhood updates
Keep them informed with Neighborhood Update postcards (available in the postcard section under Neighborhood Update).

If you are truly the neighborhood expert, you need to prove it. It’s a brilliant way to stand out among the pretenders.

Send at least 100 Neighborhood Update postcards to an area where you want to brand yourself as the “True” neighborhood expert.

Need help targeting the perfect niche of buyers or sellers? Use our mailing list tool to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

PLUS: When you have time…here are Free ways we can help you have an INVINCIBLE 2019!

1. Become a Listing Legend Free eBook 

Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here 

 

 

2. “Get More Listings” Free Online Webinar

 

“Get MORE Listings & Begin to Dominate Your Market!” Free online webinar. Learn the 3-7-27 strategy for explosive growth, why 95% of agents have less than 20% market share, and how to become the agent everyone competes against. – Click Here

 

 

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

The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Get More Listings, Geographic Farming, and Sphere of Influence. – Click Here

 

 

4. The Free One-Page Real Estate Business Plan

Treat your business like a business it is vital to long-term success in this industry. Some agents may put together elaborate business plans, yet there’s something powerful about keeping it simple. Check out our one page Online Real Estate Business Plan.  – Click Here

 

 

5. The Free Online ROI Calculator

Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! – Click Here

 

Engage the right audience

Ok, I’ll say it: some real estate clients are better than others. The qualities that go into the making of the ideal client are subjective, but the fact remains that your favorite clients, financially and otherwise, are head and shoulders above the rest.

So, how can you attract more like them and fewer of the others?

It starts with your branding. Since it’s the chief attractor of leads, improving your branding will help you attract more of the leads you are seeking.

You are your branding

Scary, right? Unless you are the agent that has spent a great deal of time working on your brand, what you are putting out there may appear unfocused and too general.

Let’s break it down and see where you might need a new strategy.

First, who is your target client? And, no, “anyone with a pulse” isn’t the correct answer. In fact, pursuing all real estate consumers is one of the most common mistakes real estate agents make. When you try to be the “every agent” to everyone, you lack focus and your brand gets watered down.

Instead of standing out, you blend in.

Take some time to think back on your past clients, picking out those you truly enjoyed working with and who were most profitable. See what each of them have in common and then write out their client profile, combining the commonalities among those on your list.

Focus in

Are you suffering a brand identity crisis? It happens frequently when agents don’t take the time to focus on a target client pool.

For instance, suppose the primary real estate consumers in your area are Gen Xers with a family and a home to sell before they buy another. However, your blog posts and social media shares are about condos and your happy hour cocktail client events don’t speak to the primary client pool at all.

Once you have narrowed down your ideal client, it’s time to customize your brand (and content is a main component) to appeal to and speak to that client.

When you strategically focus your brand’s “voice,” you’re more likely to attract the clients you prefer.

Keep it simple

Hopefully, your brand communicates to potential clients in a way that engages them. Unless you’re a strictly luxury home agent, this means keeping your web content and blog posts simple – writing in plain English and at a 9th-grade level.

Sounds weird until you understand that the average American adult reads at a 9th-grade level, although studies show that we prefer to read at a 7th-grade level, according to the National Assessment of Adult Literacy.

Other studies show that nearly 80 percent of us don’t really read the words but scan the content. Therefore, the average reader isn’t looking for flowery prose, real estate jargon they can’t decipher, clichés or self-promotion.

And, whatever you do, avoid trying to sound like every other agent in town.

“Would you go to a dinner party and repeat what the person to the right of you is saying? Would that be interesting to anybody? Why are so many businesses saying the same things at the biggest party on the planet — the marketplace?” Jason Fried, co-founder of Basecamp asks in an article at Inc.com.

Keep your content simple in vocabulary, friendly and engaging while you supply your ideal client with the real estate information he or she craves. How’s the current market? What step should I take next?

Your brand’s voice, evident in your content is important, but it’s speaking to an empty room if you don’t promote it. Use social media channels and direct mail marketing to push out your branded content and bring more eyes back to your website and more calls to your phone.

Brand voice is just one part of a brand, but, for real estate agents, it may just be the most important aspect.

Are you currently focused on attracting sellers? What do sellers want more than anything? Buyers!
Send the I Have a Buyer postcard from the Listing Inventory Series to 100 prospects in an area where you want more listings.

Need help targeting buyers or sellers? Use our mailing list tool to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

PLUS: When you have time…here are 3 free ways we can help you CRUSH IT in 2018!

1. The Free 2018 Real Estate Business Plan.

Treat your business like a business it is vital to long-term success in this industry. Some agents may put together elaborate business plans, yet there’s something powerful about keeping it simple. Check out our one page Online Real Estate Business Plan – Click Here

2. The Free Online ROI Calculator. 

Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! – Click Here

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

The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Listing Inventory, Geographic Farming, and Sphere of Influence – Click Here

Also…check out these cool tools 🙂

Three Click Postcards – Just snap a home photo & create a postcard all from your mobile phone

MLSmailings.com – Automated Just Listed, Just Sold Postcards

Market Dominator System – Become a neighborhood brand

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