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Thursday, December 19, 2024

Leaving Nothing Left to Chance

By Julie Escobar

Competition hasn’t been this fierce in years so savvy agents are using every tool at their disposal to generate new listings, stay top of mind, and brand themselves as the neighborhood expert to call.  Staying in touch with the VIPs in your sphere of influence makes sense. Those folks know you, trust you, and are already willing to do business with you. But how do you cultivate new relationships in markets that you really want to make an impact?  You use smart tools that connect you with consumers in communities. You offer items of value. And you get out there and meet the people.

Todd Robertson recently shared five tips for making the most of your geographic farm and sphere:

  1. Ask for referrals. Never be afraid to ask for new business. When you get comfortable with the level of service you provide, asking for the business gets easier. Get to the point where you KNOW that you have a marketing plan that helps sellers get the most from their house. Know that you can assist buyers in finding the perfect home for their family. Know that you are an advocate for consumers, and know that you are the best person for the job – then you have an obligation to let people KNOW that you are a real estate professional who can help.
  2. Mail consistently (3-7-27 law). We’ve shared before the 3-7-27 law of branding, which is that it takes three contacts for someone to recognize your name, seven to put your name with your business and twenty-seven to become a brand in someone’s mind. If you are losing business to other agents in your market area, is it because they are consistently md jan backmaking more contacts and staying more top of mind than you are?  It’s a tough question to ask, but if you can show up, and show value consistently, then sellers and buyers are going to consider you the brand to trust with their real estate investment questions and needs. Mind-share equals market share.  Our Market Dominator members know that they are showing up month after month with the 12×15 Market Dominator to ensure this kind of consistency and value are creating that mind-share and market share.
  3. Let people know what areas and price points that you service. Through your marketing and prospecting, let people know where you do business. If you’ve ever lost a listing because a friend or acquaintance said, “Oh, I didn’t know you worked that area,” you’ll get the message behind this step.
  4. Train on how you take referrals. Let folks know that their referrals are important to you and how they can best deliver that information to you. “Shoot me a text, an email – or give me a call if you know someone who is looking to buy or sell a home.”
  5. Thank your VIPs. Thank everyone for their referrals. Go the extra mile. Send a card or letter to them after the fact. Say, “Thank you for your kind referral. It’s the lifeblood of my business and no small thing, I know, so I appreciate it. Know that I’ll treat them with the highest possible level of care and you can rest assured they, and their interests, will be well taken care of. I’ll also keep you posted on how that referral is going so that you know your friends or relatives are in good hands.”   Stand out in every way. People want to do business with those who they know can get the job done with the least number of headaches and the highest return on investment. They also want to work with people who are service-minded and extraordinary in their client care.  That old adage, “they don’t care what you know until they know that you care” has never been more true.

Showing up in every way possible in your market place is critical to owning that market share.

  • Take the time THIS month to put your plan in place to ask for referrals. Can you make ten extra calls this week towards that goal?
  • Be consistent. The 12×15 Market Dominator is a powerful way to show up each month with value-added content and calls to action. Follow those mailings up with phone calls and door knocking in that geographic farm to help folks put your face with your name and know you are a resource they can count on.
  • Review your marketing tools, your website and social media. Are you letting people know the areas you serve?
  • Remember to let people know how to reach you if they have referrals. Review your business cards, email signature line, and marketing tools.
  • Send thank you messages weekly. We’ve got some easy-to-order Thank-You postcards that can streamline that process.

Make real estate farming a top priority this season and you’ll start to see returns on that investment. Stay strong, and let us know if we can help you.

If you’d like to learn more about the Market Dominator, call Todd Robertson at 702-683-1967.

Need additional marketing help? Contact our team at 866-405-3638.

The Difference Between Calm & Commission Chasing

By Julie Escobar

One of the biggest challenges for people getting into the business of real estate is the fear of NOT knowing when they will get paid.  Commission only? Are you kidding me?  While that’s a genuine concern when you’re brand new and haven’t learned the ropes yet, what’s interesting is how many people are STILL unclear about when and where their next commission will come from though they’ve been in the business for years.  The common denominator for that dilemma lies in whether they take a proactive or reactive approach to their business.

First and foremost?  You are an independent contractor, and as such you are running a business entity, so treating it as such is more than common sense – it’s a must.  Proactive agents know where their leads are coming from because they are putting systems in place to ensure that they are marketing themselves in the areas that matter most such as:

  • Their sphere of influence: Those folks that already know them, like them, trust them and would do business with them. They know that if they stay in touch monthly, contact regularly, and make these VIPs a priority, they can expect a referral, listing or sale from one in twelve each year. (Marketing methods of choice: Newsletter, Holiday Postcards, Recipe Cards, Content Cards, Annual Customer Appreciation events, and a phone call or visit at LEAST twice per year.)
  • Their geo farm: The market area they most want to dominate. Smart agents choose a neighborhood that already has some turnover, does NOT have another agent with the substantial presence or market share, and has a price point that makes sense for them to invest in marketing. (Marketing methods of choice:  Market Dominator, Just Listed/Just Sold postcards, Open Houses, Neighborhood luxury cardsUpdate/Free Offer Series and farm canvassing at least three times per year.)
  • A niche: That tribe of people or customers you most like to work with.  Maybe it’s first time home buyers, or seniors, or medical professionals, or boaters. Whatever group you feel connected with – make yourself known as the go-to agent.  (Marketing Methods of choice, Newsletters, Lifestyle Interest Postcards and attending or sponsoring events specifically targeted to that niche.)
  • Lead generation: Continuously casting new nets for new business as well as constant prospecting the three segments above. (Marketing Methods of choice: Reaching out to local businesses for networking and referrals, partnering with local PTAs and sporting teams, using Every Door Direct Mail to market to blanket a new carrier route, Listing Inventory postcards.)

These agents aren’t shy about sharing their success rates either.  They use social media wisely, are active and visible in the communities they service and they broadcast their results via Just Listed/Just Sold postcards and online announcements.  Examples: Sold in TWO days!  Was on the market with another agent for six months. Now sold in just one week!

Reactive agents? Pretty much none of the above. They spend the bulk of their time working with buyers and usually only actively seek a new listing once the one or two they have in inventory sell.  I love what Darryl Davis shared in his last article with us.  “It’s no longer listings are the name of the game – it’s listing INVENTORY is the name of the game.”  He compares it to owning a shoe store and having no shoes left to sell.

Bottom line: When you are reactionary, as in, “I have no income coming in – let me go take a listing now,” your life is stressful. You worry about providing for yourself and your family.  You aren’t sure if you need to go “get a real job”.

When you are proactive, you make marketing and prospecting part of your daily routine.  You KNOW your numbers.  “I need to speak with X number of people each day to get X amount of appointments, to do X number of listings, X amount of sales, and X number of closings.”  You use time blocking to prioritize your time and activity. You use systems to automate your marketing or simplify the processes.

If you’re a brand new agent or are an agent that needs less stress, more business and are ready to get to the next level in your career – kick that reactive stuff to the curb and jump in with a proactive plan to build your business.

Need help working with your sphere, farm or niche? We’ve got everything you need to succeed at www.prospectsplus.com or call our team at 866.405.3638.

 

How to Add Ten Extra Transactions Per Year

By Todd Robertson

We know that for a lot of agents, prospecting is PAINFUL.  It’s also the one factor that will keep so many from succeeding.  Why?  They fear it rather than embracing that prospecting is just part of the process.  Every “no” brings you that much closer to a yes.  Every conversation brings you that much more involved in building a relationship with the people in your sphere and farm.

That brings us to the point of today’s article.  Hunting and farming.  There are really three ways you can drive business in real estate:

  1. Wait for it. How many agents do you know who are waiting for the phone to ring? Someone to walk through the door? Or a call from a sign or ad?  Certainly the least pro-active means of getting business and one that will never take you far in this business.
  2. Buy it. Some agents choose to buy the business, using internet leads, ads, and billboards – then WAITING for them to generate interest.
  3. Put a system in place and actively prospecting. In a competitive market such as we have now, this is the only sure way to generate consistent results and income.

The best agents in the world want to get to the point where they do three things extraordinarily well and delegate most of the rest to others. Those two things are prospecting, going on appointments or presenting, and closing.  They also know to get to the top in their markets and stay there they have to be BOTH hunter and farmer.

Hunters aggressively, consistently seek new business and generate leads. They know how many contacts they have to make each and every day to hit the numbers that will take them closer to their goal. For some it might be five live connects with people per day. For others the number may be closer to ten or twenty.  That’s actively reaching out to people such as:

  • FSBOs
  • Expireds
  • Sphere of Influence
  • Business network

Farmers, by contrast, let a system do the work and consistently “touch” the folks in their geographic farm, as well as their sphere with timely, direct response marketing tools every 21-45 days.  When that happens month after month after month, you create the kind of top-of-mind awareness that keeps your name at the forefront with people so that when someone IS ready to buy or sell or knows someone who is, it’s YOUR name they know to call.

What happens when you put a campaign in place, a system in place and never waiver from it, you create opportunities for additional business. You also have a better life, because you know you’ll have business and referrals coming in.

I know agents who are strictly hunters. They are always chasing new business and have never taken the time to cultivate a farm area. I can tell you for a fact that they lead more stressful lives.  They have no idea where the next deal is coming from, or when the next closing will be.  That’s a hard way to go and a tough way to earn a living.  Farmers can count on business coming in. And top agents? They know that their marketing engine, coupled with their hunting skills will generate the number of transactions they need to hit their goals.

The truth is less than 5% of agents own a 20% market share in their areas.  LESS than 5%! What that should mean to you is that there is a lot of opportunity in some geographic areas, or neighborhoods in your market that you should absolutely systematically reach out to starting now if you want to be the agent in your area to defy that statistic.

They key is to have a consistent system in place. That’s why agents love the Market Dominator system.  They don’t have to think about it, worry about it, or do anything. It’s all done for them.  They know every month a 12×15 marketing piece is sent out using Every Door Direct Mail, so that it literally gets in every single door in the geographic area they want to saturate and earn that 20% market share.  Knowing that their marketing is working on their behalf, generating that top of mind awareness, branding them in the market place, and creating opportunities for new business takes the stress off of them.  They put that piece of their business equation in our capable hands so they can then focus on doing those three things we talked about earlier – prospecting, presenting, and closing.

I’ll give you an example.  I got a call last week from a young lady who called and said, “Todd, I get it, I get it!”  I wasn’t sure what she was talking about until she explained that three months ago she got a Market Dominator in the mail and said she thought at the time – WOW, this agent is stepping up the game.  She didn’t think much of it though she shared, because most agents are “one and done” marketers.  Then she got another one. Then this month she got a third. She said, “That’s it – where do I sign up? This guy is taking my market share!”

The thing is that the Market Dominator is exclusive to the agent based on carrier routes.  So that agent will continue to take market share as long as they stay in the system.  She of course, chose another route and is on her way now to dominate a geo farm of her own.  We had another agent call as well who was farming an area, then stopped.  Another agent swept in, claimed that same farm area and started a consistent campaign and started, of course, generating the listings in that area.  The agent that quit was upset to lose ground, but realized that if he had stayed with it – those listings would have been his.  The truth is that results don’t usually ever come from the first “touch”. They happen when you consistently stay in the game, and usually well after the 5th, 6th, or even 10th contact. That’s why it’s important to have a campaign and system that you can count on to not lose momentum.  Left to our own devices sometimes, we get busy right?  We shift our focus. And the ball gets dropped.  Market Dominator customers don’t have to worry about that.  We do the heavy lifting. They focus on prospecting, presenting and closing.

If you’re ready to have a better life – I challenge you to be BOTH hunter and farmer.  As a hunter, make those weekly phone calls, reaching out to the folks in your market that can help you generate quick leads and listing opportunities.

As a farmer, I encourage you to put a system in place like the Market Dominator so that you are cultivating a geographic farm that will, in time, allow you to own a 20% or more market share that will indeed be worth five, ten, or more additional transactions to you per year.

If you want to learn more, give me a call at 702-683-1967 or email us today.

Need help building your collateral materials, sending Just Listed/Just Sold postcards, finding the right free reports for your buyers and sellers, or building a better brand for yourself?  

Visit us online at www.prospectsplus.com or give us a call today at 866.405.3638.

 

 

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

By Julie Escobar

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

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

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

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

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

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

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

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

The Sum of Small Things

by Julie Escobar

The market is hot and competition is hotter.  One big secret to success is to stay top-of-mind with your book of business.  And while that doesn’t have to be a HARD process – it does need to be CONSISTENT.  That got me thinking about one of Floyd Wickman’s quotes, “Great results are the sum of small things, done well, repeatedly.”  Boy isn’t that the truth?  I once asked Floyd to expand on that a little for us – and here’s what he had to offer:  “That’s one of my favorite sayings too, and it’s so true.  In fact, nothing defines that more than a commissioned salesperson picking up the phone and making a simple call to folks in their book of business—even if for no other reason than to say hello.  There is no higher thing they can do to shift their results in this business than to create those conversations.  In fact, in our courses we teach agents that for every 12 conversations they have, they can expect a referral.  To me, that’s the number one way to stay top of mind AND build your business.”

Great advice.  Floyd also shared that you can’t ‘nurture’ everyone.  So every agent should have two lists – one which is their book of business – those folks you are building a relationship with over time.  Your second list should be your database. That’s a list of everyone who’s ever inquired, been on your mailings lists, or internet leads that you can send drip campaigns to until they are ready to make a move. Your database is your least expensive list to market to – but it also yields much lower results than your book of business.

So number one?  Take Floyd’s advice.  Pick up the phone to everyone in your book of business.  Decide how you want to break that up – 10 a day, 20 a day or as Floyd used to say, “Call until you get one.”  Block off that time just as critically as you would a listing appointment – because it IS that critical.

Number two?  Get out of stealth mode. I can’t tell you how many agents rarely leave the office or their homes but call us to say – how can I get more business?  Get OUT there in your community and get noticed!  Take part in charity drives, school events, and host Q & A sessions at the local library or coffee shop.  The more contentVISIBLE you are – the more likely people are going to say YOUR NAME when asked if they know anyone in real estate!

Number three?  SEND them something tangible.  For all the obvious reasons, we’re fond of direct response mail postcards– because they are easy to order, quick to send and don’t take up a lot of your valuable face-to-face or voice-to-voice time with prospects and those in your book of business or sphere.  Monthly holiday cards, recipe cards, newsletters, or our content cards are a great ‘touch’ each month that are budget-friendly, can be ordered in minutes, and allow you to stay top of mind.  Keep things mixed up as well. Check out our Master Marketing Schedule if you haven’t already for some creative and way outside the box ways to get in front of your clients in ways that are sure to have you REMEMBERED!

Number four?  Be HYPER-LOCAL.  There’s a reason this term is all the buzz right now – it’s because it is
EXACTLY what consumers are looking for in their resources. Home buyers and sellers need to know what is happening right there in YOUR market – rather than just get sucked into the national news of what’s happening nationwide or even globally.  What are prices doing in their neighborhoods?  What’s happening in the schools in your area?  What new businesses are coming in or closing?  Who are the trusted resources, business or service professionals in YOUR area that they can call.  Start being the one to consistently deliver THAT kind of information – and your name, brand, reputation and referrals will skyrocket.

Number five?  Expand your reach.  If you’re not saturating the neighborhood or market area you want to dominate, then turn to Every Door Direct Mail (which gets you literally into every mailbox).  Our Market Dominator System is becoming quite the differentiator for agents across the nation.  In fact, one agent just shared this experience with us, “The monthly ordering process is easy. Some months I simply upload my photo and company logo and submit the already created newsletter. Other times I customize it. Either way, the newsletters are distributed to 527 of my neighbors. Over the 11 months since I started, the EDDM marketing pieces have resulted in 5 listing appointments. This month, I have a seller preparing their home to list with me and received a buyer referral from a neighbor who receives my newsletters. It’s great to see some fruit from the seeds I planted.” Our advice? Follow his lead and plant those seeds! 

Now, what are you waiting for?  Get out there and start getting your name, business and face recognized as the incredible real estate resource you are!  And if you need help – give our team a shout at 866.405.3638 for systems that can help you do all of that and more! 

Staying Top of Mind With Your Sphere

by Julie Escobar

Consistency is key when marketing, but agents call us every week to ask, “What should I send?” So, we put together three suggestions to get you started.

  1. Holiday Postcards:  This week’s Master Marketing Schedule tip is to send your St. Patrick’s Day postcards to your sphere of influence.  Agents love Holiday cards because they are timely, can be easily customized with a fun message, and the consistency (sending one per month) is just what the doctor ordered for staying top of mind.  Just be sure to order the first class option for speedier delivery. Our St. Patrick’s Day postcard and Daylight Savings postcards are perfect for reaching out to that top tier of customers on your list in March. 
  2. Animal II Series:  There’s a reason the internet is filled with puppies and kittens.  They make people smile. As our friend Darryl Davis talks about – that’s one BIG key to building rapport and making connections with people – giving them reasons to SMIILE! We’ve recently added this new series option to our offerings because of agent demand.  You can look for many additional cards to be added to this series over the next few months.
  3. Market Quote Series:  This series is growing as well and is an easy way to communicate some of what’s going on in the market right now, and have a little fun!

To get the most from your postcard campaign follow these steps: 

  • Pick a postcard.
  • Choose a size.
  • Choose first-class delivery for holiday postcards, and your choice of delivery options for non-time sensitive postcards.
  • Choose the pre-written copy – or better yet, customize the back of the card with a message of your own. You can offer an item of value, invite customers to an event such as a home buying or selling workshop, or just send them well wishes.
  • Upload your sphere of influence list:  those who know you, like you and trust you. This list is usually compiled from your friends, family, acquaintances and past customers.  Statistically, if you stay in touch with these folks every month, one in twelve should produce a listing, sale or referral to you per year! If you need a list of the 250 people who should be in your sphere, head over to our resources page and dowload our BusinessBASE.
  • Use a promo code to save 10%! Here are the top postcard promo codes for the current month:
    • VAL10S – standard size, mailed First-Class
    • VAL10J – jumbo size, mailed First-Class
    • VAL10P – panoramic size, mailed First-Class
    • VAL10JSC – jumbo size, mailed Standard-Class
    • VAL10PSC – panoramic size, mailed Standard-Class

Next, a fun tip to help you have more fun with your sphere and farm:  Be sure to check in weekly to our Master Marketing Schedule. In the next few weeks you’ll see Pistachio Day, Dentist Day, Salesperson Day, Doctor Day, Pi Day and more. What do these all have in common?  Each includes interesting and fun ways to connect with the folks in your market and differentiate yourself from your competitors! Find out how! 

Need more help? Call our team at 866.405.3638! They’re happy to assist! 

 

A Formula for Success

By Julie Escobar

In today’s market (or any market for that matter) – if you’re not out there networking, making calls, reaching out to your sphere and farm, being PRESENT in your marketplace and even knocking on doors – then you are leaving your success as a real estate agent to chance.  The truth is?  It’s not LUCK — it’s LISTINGS.  And listings are STILL the name of the game.

So what are three things you can do to drive listing inventory in your market? 

Listing Inventory Cards

STEP ONE – SEND:  Use a direct response postcard or flyer to the folks in the hot-turnover neighborhoods or even those that are right on the cusp of turnover.  Let them know that the buying market is HOT and the time to sell is NOW.  Be sure to send any marketing you choose in increments of at least three.  (Remember that 3-7-27 rule – it takes 3 contacts for someone to recognize your name, 7 to put your name with what you do and 27 to become a brand or household name in the minds of the consumer.  Most transactions happen after FIVE contacts.) We’ve got a terrific series that speaks directly the mindset of sellers in this market called our Listing Inventory Series.

STEP TWO – CALL: Here’s where a lot of agents either fall down on the job or lose their muster.  Call people?  Talk to them?  Yikes!  Can it be nerve wracking for some?  Sure.  Will you get ‘No’s”? Absolutely.  But the numbers are in your favor.  If you call enough people, make enough contacts, you’ll get a yes. And that yes can turn into a listing and a listing into a sale and a sale into a commission – so no leaving it to chance.  Make a contact! (Or twenty, or more…)

Here is a sample dialogue  to help you get started:

  • Agent: Hi, my name is _____, and as you may know, our market is on the move and we’ve got more buyers than we have listings.  Have you thought about selling your home now or in the near future? 
  • Seller Question:  How much do you think I could get for my house?
  • Agent Answer (a la Floyd Wickman):  I don’t know, I haven’t seen your house yet, let’s get together!

STEP THREE – SEE:  Don’t knock the idea of old-fashioned door knocking!  Getting out there and visible in the neighborhoods and communities you are eager to service and become a brand name in is just good business.  Why?  It’s personal.  People can put the face with the name.  They can see that you are committed to making an impact and you get a chance to get the real lay of the land.  Door hangers or even shell-printed postcards are a great leave-behind for those who aren’t home – and a nice collateral piece for those who are.

I challenge you to take these three steps to grow your listing inventory, your market share – and your confidence!  Be consistent with it at least once a quarter and you’ll reap the benefits for years to come.

Want to learn more about how to drive listing inventory and build a stronger market share?  Visit us online at www.prospectsplus.com or call our marketing team today at 866.405.3638!  They’re terrific at helping agents figure out exactly what they need to market themselves in a budget-friendly way! 

Finding the Diamonds in Your Database

By Julie Escobar

As my old friend Floyd Wickman used to say, there are acres of diamonds in your book of business or “sphere” – but the trouble is, most agents are willing to do what it takes to mine for those diamonds.

Many agents don’t even have a ‘book of business’ or a true database.  They’re either new to the business or ‘never got around to it’ or for some – they’re so busy working ‘in the business’ to ever work ‘on the business.’  But there’s acres of diamonds in building a sphere of influence client list of people who know you, like you and trust you. Because frankly – those are the people that are going to list and sell their homes with you – buy from you –and refer friends and family to you.  First – you’ve got to reach them.  Consistently.  Effectively.  With purpose.

First, look at should be in your book of business. Read last week’s post:  The Year of the Sphere.

Secondly, get a handle on your business plan.  This is the one-page easy plan shared by Floyd Wickman. 

2017-biz

Download a copy for yourself or your team here. Then USE it. Make sure you are reviewing every month so you know when you are are on track — and off!

Next, Invest in these ten strategies for building a powerful base. 

  1. Get it all on ‘record.’  Whatever database management system you choose, be sure that you have entered at the very least the basic information such as name, address, phone number, email address, social media addresses if you have them for every past customer, friend, family member and acquaintance that you can think of.  Sound like a lot of work?  It is – but SO worth it.  And I’m not saying you have to do it yourself.  Delegate it – that way you can stick to what you do best – getting face to face with the folks in your market.
  2. Fill in the blanks.  The more RELEVANT you are – the more REFERRALS you’ll receive. So once you’ve customer-appgot the basics down – take note of more personal information about the people in your database.  What do they do?  Where do they live?  What makes them unique?  What else do you know about them that you can reference?  Who’s in their family?  You know the old saying – the ‘devil is in the details!’ The more you know the easier it will be for you to connect with them on topics that are relevant and important to them.
  3. Clean up old records.  At least twice a year go through your database and cull old contacts, and clean up missed or incorrect information. Connect with your database and let them know that their business is important to you and that you’re just doing a little ‘housekeeping’ so that you can be sure they are always kept in the loop and double check their information.  You can even make them a fair trade offer of a free report or certificate of some kind.
  4. Data mine for ‘like’ minded people.  One of the best things an agent can do is to really take a good fsbolong look at what their ‘best customer’ looks like.  Who do you like to work with?  Seniors?  Singles?  First time homebuyers?  Expireds? FSBO’s?  Once you know that – and can determine who you both like to work with and the type of people you have the most successful relationships with – you can data mine to find more of the same.   Find list options for data mining here. 
  5. Add new personal contacts.  As sales professionals we come into contact with new people every day that are potentially great future clients or customers.  Make it a point to add at least one new person per day or five per week to your book of business – more depending on how fast you want your business to grow.  Many agents I know make this database building a positive habit by dedicating one hour a week to the health and maintenance of their list.  Every time they meet a new person at the local Starbucks, networking meeting, business event, PTA, restaurant – even the grocery store and have an opportunity to collect a business card or information – that person goes into the ‘book’ and the nurturing begins!  Some of the best agents spend an hour a week sending a personal note or firing off an email just to say what a pleasure it was to meet and if they need anything – just call.  (Making notes on the back of those business cards or in your phone after meeting a new person will help jog your memory for details when you are entering them into your database at a later time.)  Think about 10 people THIS WEEK you could add if you tried:  Teachers, Bankers, Restaurant Owner/Staff, Accountant, Attorney, Landscaper, Gas Station Owner, Grocery Store Manager…the possibilities are endless!  (If you did that EVERY week you’d be adding more than 500 people to your book of business each year!)
  6. Add past lists:  If you’ve sent out Just Listed or Just Sold postcards and have purchased a list of just sold cardhomeowners contact information who received those postcards – be sure not to forget those folks.  You can add them in and start the process of taking them from ‘prospect’ to ‘member’ of your sphere by building those relationships over time.  Think about this – every time you send a Just Listed postcard with a purchased list – you are adding to your database. But most agents only send that one card, the Just Listed to that list.  Think one list = unlimited opportunities.  Contract Pending. Price Reduced. Just Sold. Listing Inventory.  Check out our new ThreeClickPostcards.com – where you can order your Just Listed/Sold/Contract Pending cards — right from your phone!
  7. SHARE with them.  Direct mail is a great way to ‘touch’ your book of business at least once a month.  From powerful postcards with relevant offers to a monthly newsletter packed with valuable content – staying in TOUCH is the key to staying TOP of mind.  We’ll even help you automate the process with a set-and-forget system that allows you to put your marketing plan in motion and then focus on those personal contacts and the three tasks that are most important in your business:  prospecting, presenting and CLOSING.  Visit www.prospectsplus.com/specials today to learn more about these options or call our team at 866.405.3638 for help deciding what might work best for you, your list and your budget!
  8. Invite them into the conversation.  Savvy agents are firing up their social media strategies on Facebook, Twitter, LinkedIn, YouTube and Pinterest and inviting their community of followers to join in the conversation.  Create a Facebook page for your neighborhood farm and post community information that’s relevant to your buyers and sellers such as school information, local business information, fun facts and more.  Agents are breaking out their iPhones and creating video walking tours of area hotspots, news for the week, reviews of local businesses, types of homes to look for in their area and all kinds of fun and interesting information.  Pinterest has people pinning and posting all about staging ideas, inspirational quotes, homes in the area, community events, blog posts and more.
  9. Follow up.  Break your list up into manageable numbers and commit to follow up calls every week.  Most experts recommend scheduling a daily appointment with yourself to prospect.  Don’t underestimate the value of face-to-face connecting as well.  Community events, school functions, networking opportunities and just being active in the community that you service will help keep you visible, allow you a chance to arrange follow up conversations and ask questions, be the resource people need and you will generate referrals in the process! It can be as simple as letting them know that you are there to help anytime.
  10. Lather, Rinse, Repeat.  Well you get the idea.  Treating your database as the saleable, valuable resource that it is means not putting it away for 11 months out of the year.  Commit to these ten strategies monthly and your career will thrive – and you won’t have to always be wondering where your next commission will come from.

Need help?  Call us at 866.405.3638.  Our team of marketing professionals can help you put your plan in place for success. 

With Geographic Farming Done Right

By Julie Escobar

Geographic farming has roared back to the marketing forefront for agents in our industry in ways we haven’t seen in years. Why? Because – when done right – it works.

And what exactly is “done right”? It’s when agents who are committed to consistency step up to make themselves known in a neighborhood in real and meaningful ways – getting out into communities, shaking hands, meeting people, making introductions and making a difference.

To talk about one creative tool for geographic farming, the Market Dominator, I sat down with Dominator Director Todd Robertson to learn a little more about the system, the agents who are using it and what it takes to really make an impact on a market area.

Q: Todd, you work with agents across the country who are growing their market share by doing smart geographic farming. Can you tell us a little about the Market Dominator?

A: Sure! This product evolved out of necessity. Agents around the country were asking for a consistency final-ops-proof-december-dominator-frontprogram that would allow them to truly dominate a neighborhood or piece of geography. After six months of research with our team, we came up with the product for our agents called the Market Dominator, which utilizes Every Door Direct Mail with the USPS. At 12” x 15”, it’s the largest legal size that can be sent through the mail, so it doesn’t get overlooked in the mailbox. The content is created every month by our team of writers, who do an outstanding job of weaving in the eight best practices of direct mail. And agents love it because it’s either 100% done for them or 90%, meaning they can make some changes to the back. And with our national sponsors on board now, we can literally send it for the price of a first-class postcard. The other great thing about it is that it’s a two-year campaign… kind of like joining the gym, your personal trainer makes you go.

Q: We both have been in this industry for a long time, and we both know that marketing alone is not what takes agents to the top of their game. It’s follow up and relationship building. Can you tell us some of the powerful ways Market Dominator members are going above and beyond to support their marketing mailing efforts by connecting with the folks in their farm final-ops-proof-december-dominator-backneighborhoods?

A: In terms of what our best agents are doing supplementing the Market Dominator to increase their success rate in their numbers, we’re seeing them do things like canvassing their farms with door hangers,  introducing themselves to everybody in the neighborhood, being consistent in sending out new on the market or Just Listed postcards when they get a listing and holding open houses in their carrier routes and making a splash in the area with signs and balloons on every street, every artery when they do. That way, when the Market Dominator shows up in that mailbox, the homeowners will see it and say, “Oh yeah, that’s Susie. I see her all over the place; she’s the neighborhood specialist.”

Q: We’ve talked about the tremendous opportunity agents have to reach out to the businesses that surround or are in their farm area to build reciprocal referral relationships. Can you share your thoughts on that?

A: Some of our Market Dominator members have given us ideas that we never thought about before that we try to share with our new members. One of them is to go after the local businesses in and/or around that carrier route. It’s really an outstanding strategy, because they can utilize the extra 20 Dominators that we give them each month in a clever way.

One of our great agents up in the Northeast simply takes her 20 and goes to every business where people have to wait, such as a hair salon, oil change shop and restaurants. She said the best was actually auto dealerships. What she would do in auto dealerships is first go in and make an introduction to the general sales manager that goes something like, “Hi, I’m Susie with XYZ Realty. I’m the neighborhood real estate specialist in this area. Would you mind if I leave a couple of these in the lobby of your service department?”

What’s great about that strategy is, number one, she’s prospecting the service manager, who becomes a mover and shaker on her SOI list – meaning she visits every month and has offered to let him or her know if a great listing comes on the market. Think about how most cities have what they call “auto dealership row,” where several dealerships are all on the same street. If you’re like Susie, you go right down that strip and pass out two or three Dominators in each dealership, meet some incredible new people and start establishing relationships in a pretty short period of time.

Number two, she’s leaving valuable content, with her name, face, contact information and calls to action in a place where a lot of people congregate. Think about when you have to have your car serviced, and you’ve had to wait anywhere from an hour to a full day in the guest services lounge. What are most people doing when they’re waiting? They’re looking at their phones or whatever magazines are sitting there, right? Imagine if two or three Market Dominators were sitting there with Ritz Carlton quality, filled with great information for people to peruse. Agents who are utilizing this tiny local business strategy with consistency, who have mastered their presentation skills and aren’t afraid to follow up, could find themselves with anywhere from two to 20 extra closings per year.

Q: What about agents who are afraid to follow up, either in person (door knocking) or on the phone? Any advice for them?

A: Some agents just want to send their marketing out, then sit back and see what happens. In my mind, to be great in real estate you have to be obsessed, or you end up being average. By “obsessed,” I mean you’ve already made a commitment to your neighborhood farm, so why not stretch yourself a little and go make an introduction? One way or another, knowing that you’re simply providing a great service to help these people buy or sell real estate is powerful motivation to meet people.

I also would say if somebody is still afraid or hesitant to follow up, spend a couple days and get so good at your listing presentation, get so great at overcoming objections, so great at your value proposition that you can’t help but have a relaxed sense of confidence. This will do a couple of things for you: It will get you excited to go out and meet people and prospect, which is the one thing most people hate doing (usually because they aren’t as confident in their presentation), and it will force you to fine-tune your skills, which will help you enjoy a long-term career.

Q: Consistency and sticking to a plan is a powerful combination for success in our business. Will you share why making the Dominator part of a consistent marketing plan is a smart strategy?

A: In terms of doing any marketing, consistency has to be part of the plan – whether it’s in real estate marketing, building wealth or getting in shape. The Market Dominator gives agents what they told us for many years they wanted: a two-year campaign. According to the National Association of REALTORS®, if your competition is going to do any marketing, history says they quit after the third contact. Yet we know that most activity doesn’t happen until after the fifth contact. So staying in the game for the duration is vital.  

Q: Any last words of advice for our readers?

A: First, I would say that if you’re reading this article or reading our magazines or blogs and looking for real estate strategies and insights, you’ve already separated yourself from the competition. Because for you and me to get great at anything, we must remain a student of life. So I congratulate you on taking that step. Whether it’s the Market Dominator, one of our other great products or you just want to call our home office and brainstorm, our team is always willing to help you find the real estate marketing product that best fits your needs, your market and your area.

Thanks for the information and insight, Todd!

If you’d like to learn more about the Market Dominator System, visit www.prospectsplus.com/dominator, or call Todd directly at 855-383-6646.

Inspired Insights from World-Class Real Estate Speaker and Coach Darryl Davis

by Julie Escobar

When you are looking for straight-talk strategies for building not just a business — but a successful book of business, it’s always a good idea to go to someone who not only knows how to help agents succeed at exceptional levels — but one who just tells it like it is.  For that? I reached out to my old friend Darryl Davis. He’s an Darryl Davis 06author, speaker, trainer, coach — and one of the funniest guys you can talk to.  His analogies and ability to weave a story into a message are epic. It’s part of what makes him such an effective speaker – it’s also why I wanted to interview him for this topic!

Q: Hey Darryl, thanks for sharing your insights with us again for this edition.  Our focus this time around is really building a strong business base.  Can you share some thoughts on  that?

A:  Building a business?  You know I’m a FSBO/Expired guy – but when we are talking about building a business foundation?  Know that there are two types of contacts to focus on.

First there is your geographic farm.  These folks don’t know you yet, so it’s your job to help them with that.  For this group, you’ve got to stay in touch monthly.  Your nov-domname, your face, your brand, your results each and every month.  Of course, you guys make that easy for them with products like the…

You’re building trust and establishing yourself as the agent to call.

Secondly, there’s your sphere – or those folks that know your name, face, what you do, and trust you enough to do business with. This breaks into people you haven’t worked with before, (family, friends, acquaintances) and those you have (past sellers or buyers).  For these folks to remember you, remember that you’re in real estate and that well, you know, they should call YOU before the guy down the street when they have a real estate question or need or an amazing referral, you need to stay in touch. I usually recommend at least 4-6 times per year with this crowd with things like:thanksgiving2016v6thumbsstnd

I’ll give you a great tip:  Every single January I’d send a copy of the HUD statement to everyone who has every purchased a home through me in the last year with a note saying, “Congratulations on owning a home! I’ve taken the liberty of making a copy of your HUD statement so you have it handy to give to your
accountant.  Hope things are going great! I’d love to hear from you if you need anything.”  Wow – see you just saved them time and stress and made a contact that personal to them. Win-win-win.communitynewsnovthumbsfront4

For every other client/customer of mine? At the first of the year I would send an updated market analysis to with a note that said something like, “Just as you would check your stock portfolio, 401K, etc., it’s also a good idea to do a check in on the market analysis of your home investment.  As always, I’m here to help if you have any real estate questions or needs!”

Stay top of mind with these folks by sending them something to help them stay connected to you and recognize that you’re there as a resource. And don’t be shy about picking up the phone and saying hello and asking if people need anything a couple times per year.  Or creating opportunities to see them in person.

Q: Darryl, I loved your message in our last magazine where you talked about listing INVENTORY being the name of the game, not just listings. Can you share a little more about that?

A:  What I’ve been teaching is that agents need to look at their business as if they were running a store.  With a store, you’ve got a location, employees, and you’ve got to stock and manage your inventory. So, say you were selling candy?  You must have enough candy on the shelves when customers come in right?  Otherwise people are going to buy their candy somewhere else! So if you’re a real estate agent your inventory is real estate.  I tell agents to make a chart January-December on the bottom andneighborhood update series the numbers 0-20 on the left side.  Next, plot it out. Say your goal is to get four listings per month and build your inventory.  Now you have get four listings in January, but you sell two. You know you need to replace those two, plus get four more for February and so on.  Creating a visual to see whether your graph is going up (the right direction) or down (further from your goals) helps you think like a business person.  And that? Is a big key to success. Because there are a LOT of agents running around with a fly-by-the-seat-of-their-pants approach to their real estate career – which is fine if you want to always wonder where your next commission is coming from or if burn out is your thing. But top agents who want to be at this a long time and have a lot to show for it, understand that applying true business practices and mindsets is the win-win they need.

Q: You hit the nail on the head.  One topic that seems to come up a lot with agents is the idea that they just don’t have the time to focus on databases and marketing and details!  What would your advice be in terms of time management?

A:  First, I would tell them to be crystal clear on their priorities.  In real estate, it’s easy to get distracted with things that don’t forward your business.  I’ll tell you a little story. There’s a woman named Rachel Lust who is a Hula Hooper.  If you look her up on YouTube, you’ll see she has hundreds of thousands of views and likes. She did the halftime show for the Chicago Bulls.  She is the most famous person in the world of hula hooping.  She’s got a line of videos, hoops, clothes, you name it.  Do you know what Rachel does for two hours a day, six days a week, no matter what?  Yep. She Hula Hoops.  Why? Because literally NOTHING else matters if she’s not good at her trade.  It’s the same with agents.  If you aren’t prospecting, looking for listing inventory, and taking new listings – the rest doesn’t matter.

I’ll give you another example.  I ran the NYC Marathon. Now here’s what you might not know about me:  I HATE exercise.  Hate it. Five days a week, I had to get up in the morning and run, and one day a week I had to cross train. For five months, I had to do this.  Didn’t want to do it. Didn’t feel like doing it. It was uncomfortable. For me to meet this commitment I made, and log in the two hours of running every day, I had to get up two hours earlier to make it work.  Here’s the thing: I couldn’t fit running into my life, I had to fit my life around the commitment to run.

That’s how you’ve got to look at what it takes to make it at high levels in this business.  You see the agents that say, “I’ll get to prospecting after I check my Facebook, and my emails, and my this or that.” Time management is not the problem there.  Commitment is the problem. Everything you need to do lines up behind the commitment.

Say you’re having a party.  That means there’s cooking, cleaning, preparing all that has to be done. But you’re running late–right? Now you say you’ve got two hours of work to do in just thirty minutes.  Do you do it? YES!  That?  Is a BREAKTHROUGH. Because when you REALLY have to get something done you do it.  Manage your activities, and what dictates those activities is your commitment. People who are passionate about commitment don’t have time management issues. They are focused, clear, and committed.  They don’t just do commitments – they are commitment.

Q:  What additional advice do you have for agents who want to really knock it out of the park this year in real estate?

A:  That one is easy. Systemize your business.  Run it like a business.  Think like Rachel Lust. She has moves that she has absolutely mastered with that Hula Hoop.  Then she masters another, and another. It’s like dancing. If you only know five dance steps – you don’t look so good out there on the floor-right? In real estate there are definitely some dance moves to master. Moves like…

  1. Prospecting
  2. Listing Appointments
  3. Customer Service
  4. Working (playing) with Buyers (I call this a break from real work)
  5. Negotiating offers
  6. Use of metaphors and analogies (these are what set you apart – give you distinction)

All of these moves take commitment, solid commitment. Figure out what you real commitment is. What you really want to accomplish, then let everything else line up behind that goal.  I just caution you to make it more about the people – the lives you help – rather than the money. When you do it right and your passion is for the people you can help, the money comes.

Awesome stuff Darryl. Thanks for sharing.  If you’d like to learn more about Darryl’s training courses and products, please visit www.DarrylSpeaks.com – and read his bio below.

About Darryl Davis

Darryl became a real estate agent at the age of 19 and quickly climbed the ladder to become a top producer, averaging six transactions a month. He became a licensed broker and manager of a new office that became the #1 listing and selling branch within its first 6 months of operation. He’s been named one of the highest-rated speakers at the National Association of REALTORS® convention for the past several years and is the ONLY real estate speaker who is a best-selling author with McGraw-Hill Publishing for his book, How to Become a Power Agent in Real Estate. He is the founder of The POWER Program®, a yearlong real estate coaching program that has proven results of agents doubling their income over their previous year. He’s also the creator of the nationally acclaimed three-day program S.U.R.E. Results, where agents generate an average of $33,504.82 over their previous year. And as creator of the nationally recognized term “Next Level®,” Darryl strives to bring his students and attendees to their “Next Level®” of success by training them on how to have more fun and less stress in their business and personal lives. To learn more about Darryl and his training tools and services, visit www.DarrylSpeaks.com, or contact him at 1-800-395-3905.

To learn more about staying in consistent touch with your sphere and farm (as Darryl teaches), visit www.prospectsplus.com, or call our support team at 866.405.3638 today. 

 

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