Monday, December 10, 2018

Game-Changing Advice

One area of marketing that can’t be ignored if you intend to enjoy a profitable career as a Realtor is working a Geographic Farm.

Why?

Because it alleviates the ongoing frustration of constantly chasing new commissions.

You’re working a system instead. And that ensures you don’t end up like 85% of agents who continue to struggle.

To reveal the secrets to choosing the right farm, we turned to expert Todd Robertson, Director of Market Dominator. He offered incredible insight into, not only how to choose the right farm, but what to do once you’ve found it.

Todd is a national real estate sales trainer who has, among other things, helped numerous agents choose their ideal farm.

He states, “Even if you find a geographic farm that you think works for you based on location and number of homes your research isn’t done yet.”

“There are two more crucial factors that can’t be missed.”

The Two Crucial Factors

Turn-Over Rate – Ideally you want a location with at least a 10-15% turnover rate. You can easily determine turnover rate by dividing the number of homes in the farm by the number of homes which have sold.

Competition – If you choose a farm that already has an agent who’s achieved 20% or more of that market, you will find yourself working much harder and longer to see any positive results. Finding an area where an agent has less than 10% market share is preferable. Or an area where a previously aggressive agent has slowed or stopped marketing.

Time to Take Action

“Once you’ve chosen the perfect farm” Todd points out, “it’s time to take action.”

He stresses the importance of getting out there and meeting the people in your new farm. It’s time to make your name, face and brand as visible as possible.

Your goal is to help people get to know you, like you, and trust you enough to do business with you.

You can’t do that sitting in your office. In fact, statistically it takes 27 contacts to create effective branding of who you are and what you do.

“Send people marketing pieces at least once a month, call them at least once a quarter, and see them at least once a quarter.”, states Todd.

A great piece to send this time of year is a holiday photocard. Sharing a photo of your family with your farm helps them get to know you better, fostering a relationship on a more familiar level.

Canvassing a neighborhood may be old school, but it also makes you highly competitive.

In a market where so many agents are relying on email and social media to spread the word, walking your farm gives you a definitive advantage.

Work Smart – Automate

How do you free-up the extra time your farm will need from you? By automating your marketing wherever you can.

“The perfect place to begin, says Todd, “is with your just listed/just sold postcard marketing.”

With automation in place, every time you list or sell a home, postcards announcing your success go out in that neighborhood.

More importantly, people choosing a Realtor, want to know they are choosing someone who:

  • Knows their neighborhood
  • And, Knows how to get results in their neighborhood
The Top 7% of Agents

“The top 7% of agents in the country have one thing in common – they have systems in place.” states Todd.

They aren’t leaving things to fall through the cracks or chasing the next commission. They’re following a solid, systematic plan to generate business utilizing a farm as one of their areas of focus.

Todd states he often talks about agents who are ‘one-dimensional’.

“In other words, they only have one prospecting system or tool in place.  That, unfortunately, can lead to dry months with zero commissions.”

He continues, “Instead, if you put multiple systems (dimensions) in place your marketing will be layered, and so will your results.”

Think about it…

If you have a farm in an area that has 600 homes with a 10% turnover and you could take 10-20% or better, you’re talking about an additional 6-12 deals.

This is all because you have positioned yourself with systems that result in repeated wins.

“That’s one of the reasons our Market Dominator system is so powerful” Todd adds

“especially for strong agents who are not afraid to compete.”

The Market Dominator is a one-of-a-kind piece that physically stands out in a the mailbox (due to sheer size).

And it is also a stand out due to its compelling content that brands you as the expert resource to work with in that neighborhood.

The Market Dominator packs a powerful punch.

If that weren’t enough, in addition, it is another brilliant done-for-you automated program.

Which means more time available to give to your farm through phone calls, neighborhood visits, and emails.

So Get Ready, Get Set, time to choose your geographic farm. Then get some automated systems in place and dominate your market!

Always know that we are here to help you in any way we can.  Call our support team at 866.405.3638 if you would like help creating your new mailing lists or marketing materials. 

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 Answer? Only If You USE Them!

By Julie Escobar

Can we start with how cool our customers are? They are always there to share ideas and what’s working in today’s markets and we so appreciate it.  We know other agents do as well, because while most like hearing from industry coaches and experts, sometimes hearing what other agents just like you are doing is a just what you need most. just sold card

That’s why we wanted to showcase some of what our awesome customers have shared with us that could work for you too!

After sending out my monthly cards, I received 3 calls!!! – Marlene Shelton Giles

I received an email with Just Listed postcards on my new listing from Prospects PLUS!. I changed the copy a bit to announce my first open house sneak preview for the neighborhood. The turnout for the Open House was awesome, and I got an offer from one of the neighbor’s family members within a week later! Thanks! – Margie D’Anna BirchIluxury cards

The first time I used ProspectsPLUS! just listed post cards it was a winner. I received several calls within the first month for new listings and I’ve already ordered my second set. Thanks so much for making my job a little easier. I also donated to my favorite charity, St. Jude Children’s Research Hospital. – Kathy Christian Reynolds

Prospect PLUS! was a great way to send out my Just Closed Postcard. I was able to also add my lenders information so future clients will know that we work as a multi photo cardsteam to get the home and the loan that is right for them. – Sasanna Strozier‎

I have been very impressed with the service I get through ProspectsPLUS. I just started implementing Just Listed/Just Sold cards and have gotten two listings; what an amazing return on my investment. I also enjoy the engagement I get from you with your catalogs and Jumbo postcard discount card. Market Dominator is next for my farm! – Duane Wright Realty

ProspectsPLUS! is a great tool for Realtors® everywhere! Their variety of products and services is perfect for any of your real estate needs. I have ordered a number of different postcards and have never been disappointed. The content is effective and gets results! Also a huge fan of their Master Marketing Schedule and the fun ideas for social media sharing. Highly recommend. – Brittany Bairexpired door hanger

I decided to try something new so I ordered Expired Listing door hangers instead of making cold colds or sending out letters. I ordered them on a Thursday evening, and the package was at my office on Monday morning. That was standard delivery. That’s fast! I spent Monday morning putting out the door hangers. This is Thursday. I’ve had 5 listing appointments and 4 new listings as a result. WOW! Thank you ProspectsPLUS! for designing incredibly professional artwork and allowing me to edit/make content changes online. I’ve found my new go-to advertising source. You guys rock! Thank you so much! – Wanda Bond

I found ProspectsPLUS.com while searching online for prospecting material. I’m glad I did.  I placed my order and received it promptly. Love the door hangers. So professional looking and great price. I was so excited that I referred a friend who placed an order. Then, the next thing I just listed door hangerknow I’m being sent a $25 gift card because of my friend’s order! Thanks and I’m ready to place another order and spread the word about ProspectsPLUS.com! – Landa White

Wow! I ordered postcards to mail to a 55+ complex that included recent sales and existing sales. Within two weeks, I had two listings from my mailing and I couldn’t be happier! Because of ProspectsPLUS!, I had the opportunity to work with a client from another state to help him sell his mother’s condo. It was listed and sold within two weeks. I will use them on a regular basis! – Sandy Schafer Hayford

We love hearing from our customers and we are always thrilled to give away $400 or more each month in gift cards to those agents who join in the conversation and share their strategies on our Google+ Page and our Facebook Page.  If you haven’t joined in the fun yet, please head over to one or the other of those today and share your story!  You could be one of our next winners.

You may also want to head over to our Master Marketing Schedule and see what’s in store for the rest of this month and all the fun fall ideas we have for you as well.  This week’s tip is to send the Hello Autumn postcard from the Holiday Series to your Sphere-of- Influence.

Need help getting started? We’ve got you covered! Head over to www.prospectsplus.com or call our marketing team at 866.405.3638 today and they’ll put you on a path to marketing success!

 

 

It’s Not Too Soon to Create Your Plan

by Julie Escobar

Hard to believe it’s almost September isn’t it? Taking a cue from this week’s Master Marketing Schedule tip which is to send the Hello Autumn postcard from the Holiday series, I thought it was a great time to share some tips for getting a jump on staying connected with your sphere and farm in this fun way, because staying in touch and top of mind never goes out of season.  Before you buy a card, stick a stamp of figure out where your mailing list is — consider these eight great holiday tips!

  1. Be clear about your message.  Even when you’re sending holiday postcards, you can use the reverse side to send a great message to your customer base.  If you are sending to both your sphere and farm, you may want to consider altering the message slightly for each. Make it personal and heartfelt, with a note of thanks for allowing you the opportunity to serve them as customers — or in the case of your farm – the community.
  2. Serve two purposes.  Are you having a holiday open house? Customer event?  Charity drive? Looking for a good time to stop by with a small gift? You can include that information on the cards as well.
  3. Don’t be salesy.  Holiday greetings are not about the sale – they are about the connection.  Keep it warm and personable.
  4. Don’t wait for just Christmas.  Many top agents send a holiday message once a month to their sphere. Back to School, Halloween, Thanksgiving, Christmas, New Year’s, etc.  There’s something to celebrate all year round, and it’s a fun way to stay connected and stand out as someone who is “there” more than just in the month of December.
  5. Have some fun with it.  Got a great team? Or just a great personality?  Take some fun pictures and opt for a photo-card rather than a more traditional card and don’t be afraid to get a little creative with your photos.
  6. Don’t leave anyone out! You know all those mailing lists you’ve been collecting throughout the year? For Just Listed postcards, or the stack of business cards that have been sitting on the corner of your desk collecting dust?
  7. Order early.  We suggest sending your holiday cards out at LEAST two weeks in advance of the holiday every month — and sending first class as opposed to standard-class to ensure timely delivery.
  8. Follow up.  Sending cards is a great way to easily stay in touch.  Pick a postcard, edit your message, add a list – and you’re done!  In a matter of minutes, you’ve created a connection.  However to really get the full impact of ANY mailing (holiday and otherwise) — be sure to follow-up – at least with the top 25% of your list.  There is no substitution for this step.  Imagine if you made it a point each year, every year, to speak with every single person in your sphere at least twice a year?  Touch base, see if they have questions, thank them for being great customers, and say hello.  Here’s what happens when you do:  they remember you.  They don’t list with another agent because your name wasn’t on the radar.  They are grateful that you take the time to call.  And one out of 12? Statistically, will do business with you or refer business to you.

Here’s to a great holiday season ahead – and to staying in touch with your sphere and farm!

Need help?  We’re here for you!  Call our team at 866.405.3638 today.  We’ll help get your holidays started and save you money at the same time! Have a great one!  

From the Master Marketing Schedule

by Julie Escobar

Build your collateral collection. Choose four or five of your favorite Content Cards, and have 25 of each shipped to you. There are more than sixty to choose from on a wide variety of consumer-friendly information. These panoramic-size postcards are perfect for helping you stand out as a resource that home sellers and buyers can turn to in your market.

Where can you use them?

  • Open houses
  • Add to your pre-listing packages
  • Collateral for buyer or seller workshop
  • Client pop-bys
  • Geo farming hand outs
  • Ask if local offices or car dealerships will let you leave some behind in waiting rooms

For any ship-to-you postcards (other than EDDM), this month use promo code AUG10SH to save 10% off your order, excluding postage.

While you’re on the site – peruse the free reports that are easily downloadable as pdfs for your site and social media content you might like to share!  Find them all here. 

Collateral tools such as free reports and content cards provide great visuals when presenting and as objection handlers. When working with consumers, often you’ll have both analytical customers as well as those who respond to visuals. The content gives you the analytic information you need, and the tangible piece gives you the visual. Both go a long way towards lending authority to you as a sales professional.

Oh — and as a reminder… As long as you’re ordering shipped-to-you material, you might want to get your hands on some Football Schedules with magnetic backs. They are a hot-ticket item this time of year, and right now they are helping us help the kids and families of St. Jude Children’s Research Hospital!

From now until September 15th, we will donate 10% of EVERY football series postcard order to St. Jude Children’s Research Hospital!  Help us help the kids — and stay top of mind all season long! Click the banner below to get started!st jude fb

 

Good luck this month and happy listing! We’re here if you need us. Call our marketing team at 866.405.3638 if we can assist you in any way!