Geographic Farming: More Relevant Than Ever

Jun 19, 2017

Six Answers You Need to Know

By Julie Escobar

With markets and competition heating up this summer, geographic farming is more relevant, and results-producing than ever. It’s what is differentiating top agents from lower producers, and what is setting some apart as leaders in both their marketplace – and in market share.

To learn more, we asked Todd Robertson about what he is seeing trend across North America right now. Here’s an excerpt from our interview:

Q: Todd – there was a time when agents got away from geographic farming but now it’s back stronger than ever – can you shed some light on that?

A: Here’s what we’ve found: With all the ‘noise’ out there now, social media, Zillow, Trulia, email, spam filters, online ads – a lot of home buyers and sellers aren’t responding to the noise. Yet, a LOT of agents are still hiding behind their computers. We know that 95% of people check their mail every day – and direct mail is standing out from the ‘online’ noise. It used to be that farming was expensive. Mailings were expensive. Now with technology and new USPS tools, it’s much less so, and with most agents still not in that space – those who do jump in – WIN.

Q: We’ve all seen agents who get frustrated because they want instant results – and farming just isn’t that kind of marketing. What do you say to agents who want instant gratification?

A: The truth is we are in an instant gratification mode. We’re looking to the lottery for a quick million, fast food for an instant meal, and whatever ‘golden ticket’ it might take to unlock the key to right-now success. But what I like to share with agents is the hunter vs. farmer mindsets. The hunter is great at getting on the phone, shaking the trees, finding those expireds, FSBOs, SOI leads, anything that will generate business today or this week. Where the farmer isn’t crazy about all that possible rejection, so they slowly and surely cultivate an area with direct mail and email marketing. After 25 years in this business we do know two things though: Patience and persistence will always win and combining the two skills of hunting and farming are your best means of generating long term success at a whole other level. You do have to be “all-in” – but it is so worth it.

Q: In your talks and webinars you speak about putting ALL the pieces in place – can you share more about what you mean by that?

A: Well this kind of goes back to my last answer. You really CAN dominate a market area and out-pace any competition if you are willing to streamline your practices – and do it all. Not one thing. Not the easy things. But all of it. Direct mail. Just Listed. Just Sold. Door knocking. Aggressive open houses. All of it – and not just once but really adhere to that 3-7-27 rule of marketing I’ve shared in the past where you’re continuously making impressions and staying top of mind because the competition, for the most part, is not going to be as committed to doing it all. If you are? You win.

Q: Follow up is a critical part of marketing, but so many agents are reluctant to walk their farm or pick up the phone. What’s your best advice to get over that hurdle?

A: Well, the tough advice is that if your mindset is ‘I’m afraid or unwilling to prospect’ then perhaps this is not the profession for you. If we look at the old 80/20 rule which says that 20% of the agents do 80% of the business, we know that those numbers are now outdated. In today’s world it’s 93/7. 7% of the agents are doing 93% of the business. The reason lies right here – prospecting. Following up. I like to tell my audiences, “If the game is scheduled, and you’ve chosen to play – you might as well win.” So if you are in this business to help people – then remember, you are paid in direct proportion to how many people you help, and how good you are at that help. So don’t just put your toe in the pool – jump in. Don’t be that agent who tried something once, or twice, or three times and throws up their hands and says, ‘this doesn’t work’. Stick with it. The year is half over. Don’t fall into that – it is what it is mindset where it is all right to be average, or less than your goals. You get paid in proportion to how many you help. Get out there and play hard. If you get a no, pick up the phone again, and again. It’s a numbers game, but more than that, it’s a people game. Find the next person to help.

Q: This is a busy time for agents – and many are so busy working IN the business, they don’t stop to work ON their business. What can you share with our readers regarding blocking time so that nothing falls through the cracks?

A: It’s easy to get caught up in the minutiae, I know. The feel-good work. The paper shuffling. The non-confrontational. Top agents though know that the highest and best use of their time is doing three things: prospecting, presenting, and closing. The rest they find solutions for. Automated marketing. Virtual Assistants. Database management systems. Marketing systems. They are effective time managers – that’s the level you need to strive for.

Q: The Market Dominator is hard to ignore when homeowners get it in their mailbox – can you tell us a little about the science of its size, content, and calls to action?

A: Well it’s the largest piece allowed legally through the USPS system. It’s got 100% impression rate. It’s coated on one side, full color and on great paper. Most importantly, it’s filled with the kind of content people want to read. Not salesy – hyped commercial stuff. But real world content. And real world calls to action. It’s relevant and fun and ‘share-able’ for people. And it gets the job done. I just heard from one of our customers who has done 16 transactions this year so far, three directly as a result of the Dominator. Take a look and let me know if you have questions. It’s a powerful tool for agents who are really interested in dominating their own geographic farm.

Thanks so much for your time Todd. For those interested in learning more about the Market Dominator, you can watch Todd’s informative video here. For questions, give Todd a call at 866-405-3638. Now, go out there and dominate in YOUR favorite geographic farm!

What Top Agents Are Doing

May 15, 2017

To Increase Market Share

By Julie Escobar

Capturing the top market share in a geographic area can be challenging in today’s competitive real estate climate. It is completely doable however with the right tools and strategies in place. To learn how top agents around the country are making their mark, I spoke with Market Dominator Director Todd Robertson to get his take on the topic.

Here’s an excerpt from our interview:

Q: Hey Todd – you deal with agents every day who are eager to dominate in their market — what would you
say is the number one question you are asked, and how do you answer?

A: The number one question agents ask is, “How much will it cost me?” And I reply, “If you commit to dominate your market or if you talk yourself out of it?” In all seriousness, however, the main question they ask outside of that “Hey, I’m overwhelmed with all of these options, in terms of marketing, how can I really dominate in my market?” My answer is that in our current state of “Technology Overload” — direct mail has become more effective than ever before. Basically I steer them to use the tools that will help them garner the best return on investment.

Q: That said, I know you’re a big fan of Every Door Direct Mail®, because of its affordability and saturation element for a geo farm. It can be a little complicated to wrap your head around for some agents though. What do you tell agents who are interested in using EDDM for their marketing?

A: In terms of Every Door Direct Mail, if an agent is not familiar, I can spend literally just five minutes with them to make sure they fully understand how it works. I then help them pick an area, or geo farm, they want to really become the “Neighborhood Specialist”. Additionally, once they have an area picked out, we spend an additional few minutes on the phone to see if the Market Dominator program is the right fit for them.

Q: We challenge agents all the time to leave ‘nothing to chance’ when it comes to staying top of mind in their market area. What are some additional ways they can support their direct response marketing efforts in their geographic farms – and their market?

A: I’m glad you asked. To remain “Top of Mind” the agents getting the best results in their geographic farm areas are doing the following every month – not just SOMETIMES – but EVERY MONTH:

1) Send direct response mail – (people today are hungry for valuable information – be the resource that delivers that every month.)

2) Just Listed / Just Sold postcards – (shares that you are the agent making things HAPPEN.)

3) Very aggressive, very well marketed “Open Houses” – (Gets you out front of people in a very hands-on way, be sure to have great collateral material at your open houses that distinguishes you as a resource/information source – not just an agent sitting in a house.)

4) Door Knocking – (NOT an old fashioned idea.) Some of today’s top mega-producers are out in force with their teams in the geographic areas they want to dominate meeting the people, passing out door hangers, brochures, and business cards. They are asking and answering all the right questions – and NOT in stealth mode like those agents back at the office still waiting for the phone to ring. Want to INCREASE up your exposure and your results? Remember this: STP – See The People. If they don’t know who you are – they’re not going to call you first. Make sure they KNOW who you are!

Q: Todd, follow up is often the most neglected piece of the marketing puzzle for agents — how do you encourage agents to get off the fence and make that a priority?

A: The truth is, follow-up is typically the downfall of 90% of agents in the country. Because most of the time Fear and Uncertainty take over in the Real Estate agent’s mind. Here’s what they forget however: According to the National Association of REALTORS, if an agents commits to a campaign in a geographic area, most agents quit BEFORE the 5th contact. They’ll market once, twice, maybe even three times in an area – but that’s it. They throw in the towel and say, “well this isn’t working”. Most marketing campaigns don’t start even seeing a response until after that fifth contact. So, if when you think about it, this actually works in the favor of the agent who is COMMITTED to being the dominant player. If you know that 90 % of agents bail before that 5th contact, we simply put agents on a two-year direct response mail campaign in that area to insure they brand themselves as that go to agent. We encourage them and coach them to put those three powerful pieces in place we talked about in the last question, (Just Listed/Just Sold, aggressive open houses, and door knocking) so they can layer their marketing for best results. And we remind them that NO marketing is thorough without follow up. If they truly want to dominate – to get the bulk of the listings, to get a lion’s share of the referrals, to brand themselves so well that they are the first agent consumers think of in their geo farm area – they have to fire on all cylinders, meaning – direct response marketing, results marketing (Just listed/just sold), face-to-face contact (door knocking, open houses, events), and FOLLOW up calls and visits. When an agent commits to THAT for two years? They go from “Uncertain to Unstoppable”.

Q: Great advice Todd. Any additional advice for agents who want to capture a 10-20% market share?

A: I would say that Patience and Persistence win the game. There is an interesting phenomena that occurs when an agent commits to an area, really commits. Two interesting things happen:

1) It makes them more assertive in that area in terms of other marketing.

2) If another agent’s sign goes up in their neighborhood it bothers them. They then begin to take ownership of that area, meaning they shift their thinking to – “Any sign that goes up in this area should be MY sign, MY listing.” And that? Is a winning mindset.

Thanks so much Todd for sharing your insights. If you have a question for Todd, you can email him here, or give him a call at 855-383-6646. If you want to learn more about the Market Dominator System, join us for our next webinar here.

Good luck! If you have any additional marketing needs or questions, our team is always ready to assist! Give them a call at 866.405.3638.

Five Ways to Stay Top of Mind in Your Real Estate Market

Mar 14, 2017

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 VISIBLE 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!

4 Steps to Goal Setting Success

Dec 26, 2016

Creating Your Own New Normal for 2017

By Todd Robertson

If you’re like a lot of top agents, right about now you’re analyzing everything you did in past twelve months to get you to this point and asking yourself a few questions:

What worked and what didn’t?
Did my actions support my goals?
Did I earn what I’m worth?
Did I take personal responsibility for my success or failures?

By carefully analyzing the past you can discover the elements that you can take into the new year and create
your own new “normal”. In other words – you can advance your game, play at a higher level, and avoid the pitfalls and hurdles you’ve already cleared to excel faster and with hopefully a few less headaches!

As you approach the new year, many of you are in the process of goal setting. Let me share a four step system for goals that is used by some of the top performing entrepreneurs in the world. It’s called the DOME strategy. Here’s what that stands for:

D – Stands for Decide. If you look up one of the definitions of the word decision, you’ll find that it means to “cut off from”. That’s step one for creating your new normal. What things should you cut yourself off from that aren’t working or haven’t
worked for you this year? Whether that be a mindset, a skill, or a system, what can you unplug, cut off, or change up that will increase your success in the new year.
O – Stands for Outstanding. There’s never been a more important time to play at an outstanding level. That means to surround yourself with the best people, strategies, solutions and systems in our industry. Model your choices on those of top producers. Duplicate excellence.
M – Stands for Momentum. Now’s the time to take the stance that what gets scheduled – gets DONE. That’s how you build momentum. By cutting out the things that don’t work. By plugging in new systems and solutions that drive your business in smarter ways. By blocking your time so that you can streamline your processes – as well as schedule those
things that help you create balance.
E – Stands for Tell Everyone. Once you’ve set your goals for the next twelve months, it’s time to tell everyone. If you’re goal is 10 salable listings in your pipeline at all times or to own a geographic farm – tell everyone you know. Put public pressure on yourself to hit those goals. People will help you when you do. They’ll support you. Remind you. Work with you to make them happen. Then commit to doing whatever it takes to make those goals happen.

Next, remember to be BOTH a Hunter and a Farmer. Top agents realize they have to both aggressively prospect as well as create opportunities for lead generation by branding themselves in a geographic farm. In fact, I just spoke with a great new Market Dominator customer, who will finish this year with 100 closings. I asked him why he decided to use the Dominator to brand himself in the markets he’s going after for the new year. He told me it was because he needed to raise the bar. Because he was capable of helping more people than he was currently helping and he was committed to doing that. That’s why he chose to use the 12 x 15 Dominator as his marketing tool. It’s a statement that tells potential sellers in his farm area that he’s serious about marketing. Serious about getting results. Here’s what’s interesting: 90% or more of the agents in your market won’t be willing to make that commitment. Most will continue to do what has always been done and get the results that they’ve always gotten. But some of you? Will step outside the norm to create a new normal. Some of you will raise your standards, raise your skill levels, and raise your commitment. And in the process – you’ll go beyond what’s always been done to develop a career that others will emulate.

Ready to create your new normal and put a plan in place to take 2017 by storm? Go for it. Remember that we’re here if you need anything. Call our team at 866-405.3638! That’s what we do best!

It’s All About the Sphere

Oct 17, 2016

Relationship Marketing Insights with REALTOR Maggie Dokic

By Julie Escobar

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

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

This is an excerpt from our interview:

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

How to Own More Market Share & End the Strong

Aug 1, 2016

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.

Strategies & Scripts to Get More Listings

Jul 18, 2016

Staying Ahead of Your Competition

By Julie Escobar

The weather and the market are both HOT and agents are asking us for strategies and how to’s for dominating in a geographic farm. To answer that – we turned to Todd Robertson for some tips and ideas that are working for Market Dominator Members across the nation.

Q: Hey Todd, a lot of our readers don’t want to wait for the fall market to work on their competitive edge – do you have some ideas for them?

A: Sure – the year is already more than half over and a lot of agents are looking at the calendar and thinking, “No way am I going to hit my goals.” That’s a little intimidating, right? For some, it’s enough to make them already start to shut down. Don’t. Instead, realize it’s time to dig in. To put a source of accountability into your career – your weekly routine and create a game plan. You know, we’re really glad that we can be a source for agents. The Master Marketing Schedule^TM that you’ve created is a powerful tool to help agents stay on track and put some consistency into their marketing. It takes the “what do I do?” out, which is a big stress for a lot of agents. First step I would say, is to start there, and develop a game plan that will allow you to connect CONSISTENTLY, with your Sphere of Influence, a Geographic Farm, and a niche market. If you can work a campaign for each of those marketing segments without fail, month after month, your results will grow exponentially.

Q: I agree! We share a lot of strategies about staying consistent. How often should agents connect with their sphere, farm, and niche?

A: At least monthly. Those ‘touch’ points are so important in terms of staying top of mind and creating brand awareness. Send something every month to all three, and not necessarily the same thing. For your sphere, many agents choose a postcard campaign such as a holiday series (not just at Thanksgiving and Christmas!), recipe cards, content cards, inspirational postcards, or a newsletter each month. For their geo farms they send our Market Dominator, or Listing Inventory, or the Free Offer/Neighborhood Specialist cards – all are popular. For a niche, they are specific to that group – for example: Expireds, FSBOs, First Time Home Buyers, Investors, etc. Top agents are also diligent about sending out Just Listed/Just Sold postcards with every listing and sale they have. Without exception. Why? They spotlight you as the agent that can generate RESULTS – and they showcase the properties you are marketing. That’s a powerful combo. Then they do that thing that agents desperately steer clear of but shouldn’t if they want to fire up their career on all levels – they FOLLOW UP.

Q: There’s the sticking point, right? The old getting on the phone or walking the farm and knocking on doors part that stops agents in their tracks. Any suggestions?

A: Yes, the first step we just talked about – putting a campaign in place that touches your customers and prospects every month. That makes it way less intimidating when you call them. Why? Because you have a reason to touch base with them. It doesn’t have to be a “SALES call”, it is a follow up call – or visit if you are walking a farm. “Hey there, Todd Robertson here, from Success Realty, just wanted to touch base. We’ve got a LOT of changes in the market, and I just wanted to see if you had any questions.” (Yes or no, doesn’t matter really, you’re just touching base, asking questions.) Or you can do a combination of touching base and letting them know that you have a big goal to hit. “Hey there, Todd Robertson, Success Realty, how are you? You may have seen me in the neighborhood and I hope you’re receiving my mailings. I just wanted to touch base, see if you had any questions about our market or what homes are selling for right now? By the way, I am committed to helping as many clients as I can take advantage of this market. Who do you know who might be interested in buying or selling in the next 90 days? Maybe someone from work? Or your kids’ sport team? Or church? If you think of someone, I sure hope you’ll remember my name and pass it along. Thanks so much.”

This month we shared a great listing strategy one of our Dominator members uses — and that’s to take the extra 20 Market Dominators that he gets each month and bring them with him when he is walking his farm or going on listing appointments. He lets people know that he is the only one in that market that is willing to consistently show up in a big way (12×15!) each month and that when they list with him – he will dedicate an entire 1/3rd panel of his Dominator to market that listing until it sells. That’s helped him close for the signature again and again. You may want to give that a try as well!

Here’s a quick video I did for our members on the topic:

Q: Awesome — lastly, what about those agents who need the extra push or accountability?

A: For a lot of agents coaching is a good investment, but it can be out of the budget for many. Instead, perhaps consider starting or joining a Mastermind group in your area. Think and Grow Rich has an entire chapter on this topic that is still incredibly relevant and powerful today. Participating in a group like this costs you zero – but your return will be extraordinary. You’re involved with like-minded people, all with the goal of lifting each other up, cheering each other on, and holding each other accountable. That’s the missing link for many agents. If there’s not one in your area that you want to join – start one. Your career, customers, and bank balance will all be the better for it!

We’re hosting a new webinar next week, Wednesday, Jul 27, 2016 2:00 PM – 3:00 PM EDT How to Own More Market Share & End the Year WIth 5 Extra Closings — we hope you’ll join us!

Click here to register.

Thanks Todd. Great stuff. If you’d like to learn more about the kind of tools that we have to help keep YOU on track and ready for the fall market and beyond, head over to our Master Marketing Schedule^TM or main site today. If you’re interested in dominating a geographic farm and would like to speak with Todd about that directly, click here to learn more. Our team is here to help you with all your marketing needs, call us today at 866-405-3638!

Real Estate Farming Webinar on Demand

May 31, 2016

The word Webinar handwritten with white chalk on a blackboard

We had a great showing on our timely webinar last week — How to Pick the PERFECT Geographic Farm for Your Market. It was filled with terrific tools and step-by-step strategies for choosing the best geographic farm based on turnover ratios, home price points, and homeowner to renter ratios.

We then shared some of the tools and strategies top producers across the country are using to effectively, and consistently market to their geographic farms to gain market share — and a steady stream of referrals and commissions.

We’ve got it for you on demand now! Watch below!

Interested in finding out of if the ReboGateway tool for choosing farm areas is right for you? Call their support team today at 866-887-0206 or email them today to set up a one on one demonstration at sales@benutech.com.

Interested in finding out whether the Market Dominator System is available in your preferred carrier routes for exclusivity? Call Todd Robertson at 702 683-1867.

As always – if you have questions about any www.prospectsplus.com products or services – please contact us at 866-405-3638.

A Smarter Way to Use Every Door Direct Mail®

Apr 8, 2016

Neighborhood houses — Row of residential houses in suburban neighborhood

Insights From ReboGateway

By Julie Escobar

We just had an amazing and informative webinar with our friend Brian Fox from Benutech and ReboGateway that got a lot of agents buzzing about using a BETTER way to leverage EDDM®.

For those of you who are new to the concept, EDDM® is a system provided by USPS that allows you to literally get in EVERY door in a carrier route for a low postage cost of 18.3 cents per piece – and you have the ability to send out marketing pieces of all sizes, which is big plus when you choose a BIG size!

What we’ve found is that one of the toughest challenges is deciding where to start. Almost daily we are asked by customers, “What’s the best way to pick a carrier route?” Fortunately, our friends over at Benutech figured that part out for us!

In this webinar you’ll learn how they can help you pinpoint not only which carrier routes have the highest turnover rate, but also those with the highest dollar homes, and largest percentage of homeowner to deliverables. That’s huge for agents, because up to now, most agents have chosen carrier routes more based on location to their office, or the neighborhood they live in, or just randomly – without really knowing which would have a higher probability of yielding the best results. Now, they can be much more strategic in their approach to carrier routes.

The great thing about EDDM® is that you don’t need a list – it literally gets in every door. However, the savvy agent knows that marketing should be layered. So they can also pull the list from their ReboGateway system to add additional marketing touches such as Just Listed postcards, Just Sold postcards, Open House cards and more.

To learn what our customers top picks for Every Door Direct Mail®, we asked our Director of Business Development Ramona Williams who works with our customers every day. She shared, “I’d say, by far, the most popular piece hands-down is the Panoramic Postcard featuring a new listing. It’s sleek, beautiful, markets the new listing and is a great way to showcase the agent’s results as well. Secondly, we’re seeing a lot of agents who are using a little bigger piece to spotlight multiple listings on one mailer. It might be for a series of open houses or just to showcase that the agent is the turn-to person to call for listings in an area. And third, we’re seeing agents use panoramic postcards featuring direct response offers such as a Free CMA, List of Homes, Consultation, etc.”

Some links to get you started:

Use promo code EDDM10 to save 10% on your www.prospectsplus.com EDDM® order!

To save on ReboGateway use promo code PROSTUA (make sure it’s all capitalized).

This promo code will provide ReboGateway annual for $399.95 with the Tract Utility (turnover tool) provided for FREE (saving $120) via the Promo Code.

If you are thinking of using this powerful tool, consider choosing just one or two routes to start. With the average carrier route running anywhere from 300-500 homes, it just seems like a manageable area for most agents to not only connect with – but have the ability to follow up on.

And follow up is important, as is consistency. If budget is an issue, then you may wish to choose a smaller route and be consistent in sending to that route often. One-shot mailings – even ones that saturate a market area are not normally very effective. The agents that are seeing the best results from this system are sending every one to two months for at least six months.

Watch the video:

If you’re interested in learning more about the tracking data from Benutech and ReboGateway, call them today at 866-887-0206 for a free demonstration of the data that is available in YOUR area.

If you are a real estate pro and you’d like to learn more about what EDDM® tools we can help you with, give us a call at 1.866.405.3638 today.

There’s Never Been a Better Time to Get Back to the Basics

Mar 28, 2016

Insights from the Front Line with Ramona Williams

By Julie Escobar

When it comes to knowing EXACTLY what real estate professionals, and specifically our ProspectsPLUS!
customers want and need to grow their businesses in today’s market, I knew that there was one person who would be perfect to interview. My closest friend and always one of the smartest people in the room, our Director of Business Development, Ramona Williams. With both an MBA and more thirty years of experience working with real estate agents and brokers, she’s the go-to resource for insights and ideas.

Here’s what we learned:

Q: You are on the phones with customers every day, where do you think agents are needing the most help in terms of marketing their businesses and their listings?

A: Consistency – hands down. That’s honestly where most agent’s marketing breaks down. One and done marketing doesn’t work, never has and never will. Secondly, what hurts agents is having no strategy at all. That’s not a new problem of course. That’s historically where agents fail to grow their businesses, and why so many don’t make it. Unfortunately, the majority of agents try lots of little things, including whatever the “shiny new idea” is in the office at the moment and never commit to anything consistently. The result is they end up all over the place in terms of the message they are sending out into their market, and they’ll actually spend considerably more money trying every new thing that comes along than they would if they just put a solid, strategic plan of tested direct marketing that works in place and stuck to it. Consistently sending branded, direct response marketing every 21-45 days to a sphere and farm is still the best means of driving results in our industry.

Q: We’re seeing a huge rise in agents using EDDM^® as a means to strategically market for less – what is your take on that and what advice do you have for others eager to do the same?

A: I think Every Door Direct Mail^® is a terrific way for agents to cover a large geographic area because of the lower postage costs. It makes it really affordable for agents to get back to those basics like working a geographic farm. What I really like about seeing agents return to geo-farming is that it helps them focus their marketing efforts. For a long while we saw agents just chasing the next deal. They’d follow internet leads wherever they took them – sometimes driving hours to take a listing. EDDM helps them to find a geographic market area that makes sense for them and literally get in every door. When used consistently, it creates a much more predictive business and income model than constantly chasing new business. Here’s what else I can tell you – the great agents get that. They know that it’s not only OK to be in control of their marketing and business, it’s a must if you want to create a consistently growing business with commissions and referrals you can count on. I think so much of the time you see agents who look at the business of real estate as risky to start with or unpredictable because it’s commission based. So their mindset is that their business is supposed to be all over the place, or unpredictable as well. Savvy agents know that real estate is a business and can be a very lucrative one if they treat is like it is and work a plan.

Q: What product do you see the most demand for in today’s market?

A: I’d say in most areas of the country inventory is still historically low, so agents are looking for any vehicle that can help them get listings. So we’re seeing a lot of EDDM, Just Listed postcards and Just Sold postcards (which are great for pulling double duty – marketing the listing and the agent), our Market Dominator, Listing Inventory cards, FSBO and Expired tools, and our Neighborhood Update/Free Offer cards. The last take a little more work to input the listing data, but it’s what consumers want to see, and they make direct response offers, so they work. Again, it’s getting back to taking control of your marketing.

We are also seeing an uptick in agents struggling with pricing listings correctly and that’s where your eBook 21 Ways to Get Your Listing Priced Right the First Time (Despite the Seller’s Objections) is a terrific tool that’s really affordable and filled with the kind of objection handlers agents need today.

Q: You and I go way back in this business – we won’t say how far! How do you think the market has changed and what do you think agents can do to best get in front of those changes and be competitive?

A: You know, surprisingly, it really hasn’t changed all that much. Our business is and always be cyclical. What is different, of course, are the amount of technology options agents have and how many different organizations are selling to them. Many of which are amazing and game-changing solutions for agents, no doubt. It does, however, make it really easy for agents to take their eye off the ball and look for that “magic pill” that will skyrocket them to success. While that’s understandably tempting, the keys to being the top in your field is the stay focused, build inventory, price listing right, have a strategic plan, and find areas you really enjoy working and stay the course.

Q: Excellent advice! You work with top producers and high volume teams quite a bit as our Director of Business Development. What are some factors from a marketing perspective do you think they deploy that allow them to continuously rise to the top?

A: Much like we just talked about, top teams and top agents don’t roll the dice with their results. They build their businesses exponentially by putting systems in place so things don’t fall through the cracks and understand and implement the power of consistent marketing. In other words, they don’t wait and they don’t shy away from marketing at high levels. They prioritize immediate lead generation, but they also have systems that allow them to build their brand and their businesses long term. They are also typically service-minded professionals. They take excellent care of their customer base, and communicate effectively and often with their sphere and farm. That’s smart business.

Q: Awesome. Any last words of wisdom for the readers?

A: Well I guess I would say that this is truly a great industry where people can make an excellent, lucrative living that is relatively affordable to get into with a strong return on investment. I would tell them to be strategic, consistent and be mindful of who you model yourself after. You and I have both seen, countless times, agents who have been in this business 3, 4, 5 – even 10 years or more in this industry and have never put a sphere of influence database together. While some may do all right at that, it makes you really wonder where COULD their business be if they had put that basic but so important piece in place? That’s a lot of missed opportunity and money left on the table. I’d challenge agents to not do the same. Get back to the basics. Have a plan. Use strategic, consistent marketing (both in terms of timing and branding) to build your inventory, price them right, follow up, and take care of your book of business and your farm.

As always, you’re a tremendous source of advice for today’s professionals. What’s great for our customers to know is that you’ve done such an amazing job of both training and managing our support and marketing teams that they have incredible skills and insights as well and are wonderfully adept at helping agents and brokers figure out the best plans for them, and helping them strategically implement those plans every day. Kudos to you for that! Thanks for sharing!

If you’d like to connect with a member of Ramona’s team, you can call them at 866-405-3638 or email us at pmc@prospectsplus.com. They are eager to help make your job – and your life a whole lot easier!

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