Tuesday, March 2, 2021

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. 

 

Webinar button on keyboard with soft focus

We had a great webinar last week where Todd Robertson shared some terrific strategies, ideas, and tools for owning more market share, hitting every goal you ever set, and finishing the year strong.  We wanted to share it on demand for all of you who did not have an opportunity to join us!

Need help? To learn more about how we can help you fuel your business, streamline your systems and take your career to the next level, call our marketing team today at 866.405.3638 or visit our website www.prospectsplus.com.

Back to School Real Estate Marketing

Six Lessons for Success 

By Julie Escobar

Back to School Real Estate Marketing

You can almost feel it — that anxiousness, excitement and uncertainty that envelopes us around this time year after year. Tens of millions of children headed back to classes, and even those without little ones can get caught up in the thirst for knowledge, need for more certain schedules and the never-too-old-for allure of new notebooks and supplies. All right, maybe that last one is just me, but you’ll have to admit there is something exciting about creating a clean slate, learning to the best of our abilities and growing as a sales professional as well as a person.

Ready to get started? You’ve had a healthy breakfast, donned your uniform (name badges everyone!) put on your thinking caps and you’re ready to learn – right? Here are the “classes” you must master in this market:

1.   Direct response.  Is your postcard  asking your prospects a question?  Are you raising their awareness?  Are you giving them a reason and means to contact you?  Are you just staying in touch or do you need them back 2to take action?  When you use your marketing to ask the questions that are already in the minds of your prospects, you create a connection that makes people want to reach back out to you.

Even holiday postcards can effectively raise awareness and include a message to not only have a great holiday but to call you should they need you or have questions.   A Just Listed card too – is not just a just listed card.  It’s an invitation to see a new listing, to get a list of other homes like it, answer questions or evaluate another potential seller’s ability to sell their home.  Content cards offer valuable information consumers are looking for and offer an invitation for buyers and sellers to learn more or get free reports. The Neighborhood Update/Free Offer Series, a popular one for agents, offers free reports, valuable consultation, and other items of value to the consumer — as well as neighborhood stats that appeal to buyers and sellers on a hyper-local level.

2.  Consistency.  Again and again and again.  That’s how often you need to “show up” in their mailbox, on autumn cardtheir radar and in the lives of your prospects and customer base.  Our market is too competitive and life is too short for one-shot wonders.  Plus – it’s just too expensive to waste time, effort and of course, marketing dollars on a one-hit mailing.  They don’t work.  Never have, never will.  And in today’s world – people want to see that you’ve got what it takes to stick with it and get results before they want to work with you.  If you give up easily on your marketing – what message does that send to your customer base?  Success comes to those who show up not once but over and over again. With the right message, the right attitude and the right promise of service.  Show them you’ve got what it takes.

3.  List care. Your mailing list is not just “a list.”  It’s not just a spreadsheet of names and addresses.  It represents the lifeblood of your business.  It hosts the people that, if cared for, if catered to, if serviced right, if stayed in touch with, if impacted – will take care of you for the entirety of your career.  In fact, studies show that one in twelve will result in a transaction per year of you consistently and effectively stay in touch.  That said- how many do you want on your list and how committed are you to taking care of them like the  VIPs that they are?

Find a database you’re comfortable with and don’t stop with names, addresses and phone numbers.  Fill in the gaps.  Who is their spouse? What are their kids’ names?  What do they do?  What do they like?  When did they purchase/sell with you last?  What referrals have they sent?  What common interests do you have?  It’s not easy at first – but once you’ve formed the good habit of contacting your list at least three times a year (not all at once, of course!) you’ll start to be able to feed the details into your database.

Don’t lose those lists you get when you purchase a just listed postcard either!  Every time you send a postcard out with us and choose to do a radial or neighborhood search, that list is yours to keep so that you can continue to build your book of business.  Add them to your list and start building a relationship with them as well.  For more ideas of who should be in your sphere of influence – download our free BusinessBASE – and check out the 150 Questions to Help You Build Your Business Relationships.  It’s a great ‘refresher’ course for remembering all the people you SHOULD be building relationships with!

4.  Niche Marketing:  Niche players fare better, earn more, usually are better at time management and can lifestyle selects cardsmore quickly define themselves as an expert in their market area. Why? First, it gives you clarity of purpose, so you’re more efficient in the way you conduct your business, in the manner you build your skill sets and your knowledge base and in how you grow your customer base. You don’t need to be all things to all people. You just need to be the best at reaching out to, teaching and building relationships with that core group or niche. That not only builds your business faster, but it gives you a sense of certainty and confidence that you wouldn’t have if you were trying to work with any and all customer types.

So who do YOU want to work with most?  Seniors?  First time home buyers?  FSBOs? Luxury Markets? Boaters? Golfers? Or maybe outside the box ideas like horse enthusiasts, Harley riders, yacht club members, golfers? Find the fit that’s right for you – then be the BEST for that niche! Now with new mailing list options that include specialty lifestyle interest data, or Nielsen Prizm codes you can easily find more the customers you most want to work with.

That’s not to say you ignore your sphere – just keep enhancing it by building niche markets that help it (and your business) to grow!

10 ways to prospect to schools

By the way – one really time-appropriate niche to start is working with your local school communities. The rewards are great – not just in your bottom line, but the experience you get and connections you create and the very real difference you can make in the lives of students and educators.  Download our Free Report:  10 Ways to Prospects To and Support Your Local PTAs. (You’ll find it close to the bottom of the free reports page.) While you’re there – download a few more great reports to use in your fall marketing!

5.    Leveraging Technology Tools: Leveraging technology and available networking to maximize your potential for lead generation, prospecting and keeping your pipeline of customers filled is crucial to your success.  That means learning how to use Facebook, Twitter, LinkedIn, YouTube and the social networking tools that are available today. It can also mean hosting weekly or monthly conference calls, webinars and workshops for those in your niche, community or sphere of influence. These are great ways to inexpensively and effectively establish and reinforce your niche. Technology allows you to be in many places and in front of many people at one time, which helps you build relationships by using these tools to share information on a regular, consistent basis.

Technology also allows you to put systems in place such as automating the marketing of your listings using systems such as MLSmailings.comwww.GettingListingsSold.com  which can take some of the daily, weekly and monthly marketing chores off your to-do list, freeing you up to spend more time at what you do best – getting face-to-face with customers and prospects.

6.    Work High Priority Activities First. Real estate agents get paid to build relationships and provide exceptional service. There are plenty of ways to be BUSY in this business- but the activities that matter most are the ones that are directly tied to your bottom line.  You need to have absolute focus on scheduling the time to prospect, present, close and build relationships before anything else. That means making and KEEPING that appointment with yourself every day.

The last thing we wanted to cover in our time together is how, as sales professionals, we can create good study habits that will also contribute to our success. Got down time?  In the car, on the treadmill, during your commute?  Make the most of it by ‘plugging in’ to top speakers, trainers and coaches that you can listen to on the go.

Need help? To learn more about how we can help you fuel your business, streamline your systems and take your career to the next level, call our marketing team today at 866.405.3638 or visit our website www.prospectsplus.com.
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