Friday, June 21, 2019

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, mdokicsq-1sphere 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.md-nov

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?luxury cards

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 communitynewsnovthumbsfront4that 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.  

 

3 Steps to Showing Up & Creating a Connection

By Julie Escobar

Raise your hand if you’ve ever sent a marketing mailing to a list of folks that don’t know you yet and got discouraged when you didn’t get a call.  It’s frustrating for sure, but it is also one of the biggest marketing mistakes an agent can make. One and done has never been a recipe for success and in today’s world of over media saturation, it is certainly not the time to re-test that theory.  Bottom line? Branding takes TIME. Repetition. Consistency. And follow up.

That’s the heart of farming, and just like traditional farming, the success goes to those who systematically oct-16-dominatorplant the seeds, cultivate the crops and later reap what they have sown. Then repeat the process for as long as they want to continue to effectively farm.  For agents the process is much the same.

Step One:  Stake your claim. Start with a plot or a geographic neighborhood area that is…

  • Starting to see turnover
  • Has a high homeowner vs renter ratio
  • Does not have another agent already dominating market share
  • Has a price point that makes sense for your area

Step Two: Plant the seeds. For effective geo-farming, your monthly marketing should…

  • Capture people’s interest
  • Offers valuable content and fair trade itemsNeighborhood update postcards
  • Present you as the neighborhood specialist and real estate expert
  • Showcase your consistency and professionalism

Three of the most popular tools that many customers use to do this effectively are our:

Step Three:  Follow up. The best agents aren’t leaving anything to chance. They know that just as their marketing tools are the ‘seeds’ for market share success, they must also cultivate that farm with personalized attention.  Here are some great examples of cultivation activities:

  • Walk your farm area with powerful collateral material. Our Market Dominator customers use their extra 20 Dominators. You can also use Free Reports or offer to do a Free Comparative Market Analysis.
  • Set up a meet-and-greet either at the local community center, library or even coffee shop to let neighbors in that area know you are there with answers to their questions.
  • Use a gentle approach. Instead of the “have you thought about selling your house” as your opening line, just introduce yourself. Let people know you’re in the area. Explain that during this changing time, a lot of people have questions and you just wanted to let folks know how they can find the answer when they need them.
  • Invite to an open house. Once you get a listing, be aggressive about hosting open houses in that neighborhood and inviting all the neighbors in.
  • Have some fun connecting! Bookmark our Master Marketing Schedule today and see all the fun and creative ways you can make a GREAT impression on the folks in your marketplace and have a great time doing it.

Once you’ve done all three, start over again.  Branding and earning market share is much more of a long game – a marathon rather than a spring.  But in the end, you’ll reap what you sow.  Keep consistent.  Talk to people. Make your face and name they think of when the idea of real estate pops into their head. That way? You are positioned perfectly as the one to call when they are ready to buy or sell or know of someone who is.

When should you start?  The sooner you do, the sooner you’ll start seeing results.  Plant those seeds.  We can help.   Call our team at 866.405.3638 today or head over to www.prospectsplus.com and get started!

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 august dominatordominating 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 ScheduleTM 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 withdominator back listing 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 ScheduleTM  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!

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.

 

Row of new residential houses in suburban neighborhood

It Happened on My Street

A Guest Blog by Brian Fox, Benutech, Inc.

It happened on my street… and I would not be surprised if you have seen it occur on yours. A for sale sign goes in the ground… and presto –  soon after, more for sale signs start popping up. It’s an interesting phenomenon, but it seems to hold true in markets from coast to coast. For those reasons, you hear top real estate coaches in the industry advise their students to, “Find areas where homes are selling and market into those areas!” It works. It’s a big informational edge that increases agents marketing success rates.

So let’s take a moment and look at this turnover rate idea a bit closer. Here’s what happened on my street: no properties had been listed on my street for more than a year. Then a property went on the MLS market in June of 2015. By October, two more homes on my street went on to MLS priced similarly. All of them closed by January 2016, so in back to back months (March and April of 2016) two more homeowners on my street decided to list their properties for sale. Coincidence?

Maybe… But that’s five homes for sale on my street in the past year, when there were none listed the previous 12 months.  Not only that, but within my subdivision, there is not another street that has had more than two homes listed or sold within the same time period of time. Heck, I have even entertained the thought of selling my home at the prices homes are selling at on my street! The sign posts have even got me thinking.

So in my opinion, along with the opinions of those high profile real estate coaches, it’s true… when folks seedominator June3 sign posts in the ground it gets them thinking… “If I could get that much for my home, I would sell”. Or, “If that home can sell for that price, and it’s smaller than mine, then mine could sell for much more…”  So the bottom line:  Home sales in a community seem to get the selling ball rolling!  For a real estate agent, that’s a very good thing.

The only problem with turnover rate though is tracking it. There has not been an easy way to locate high rates of turnover in communities. Even if your title company or an assistant that you employ was willing to help you crunch the numbers to find the higher turnover rate areas… it’s time consuming.

That’s the reason we added the Tract Utility tool to Benutech, Inc.’s ReboGateway product.This tool instantly groups homes together by FIVE different property groupings, and displays the groups from highest turnover or sales rate to lowest rate in seconds. That’s SECONDS, not days!  Not only is Tract Utility providing quick, targeted results, but it’s also grouping homes in groups small enough for agents to easily identify and utilize.  Tract Utility breaks geographic areas down from Census Tracts to all the way to the housing tracts that homes are built into.  What’s the most popular grouping? It’s been the “Postal Carrier Route” grouping, which is the same group of homes that the US Postal Service uses when delivering ‘Every Door Direct Mailings’ (EDDM).  EDDM is the least expensive way to deliver mail, which cuts the price of mailing down to 1/3 the price of a postage stamp per door.

So as a real estate agent, where should you start? Right here:  Successful farming is created by repetitive listing inventory 2actions in the farm area. You can’t plant a seed (Mailer #1) and expect to reap large results in farming. It’s not enough care, not enough action to create a successful farm.  Successful farms are created with regular, repetitive contact at properties in your farm.  In crop farming the repetitive actions would be water and nutrients.  In real estate, its repetitive actions of mailers, door knocks, phone calls and the delivery of valuable useful information to homeowners that creates large crops of buyers and sellers. That’s why we love working with and partnering up with our friends from ProspectsPLUS.com. We provide the data and they provide the branding tools such as the impressive Market Dominator. It’s the perfect way to brand yourself in a farm area, and make yourself a known entity and celebrity to the homeowners, by showing you care about them and the community.

But now let’s talk about technology and farming. Farms can be created in any geographic area… but farming in all geographic areas are NOT the same. Not even close. You could choose to farm in the dry, rocky soil of the desert… and if you use tons of water, shade, and constant care, you may be able to create a successful farm.  But if you are smart, and chose an area of soft, fertile soil, a mild climate, in an area with lots of available water… wouldn’t you have a much better chance of creating a highly successful farm? Of course!  The place you choose to begin your farming is a very important decision. The correctly chosen area will result in more successful farms that are much easier to create. So select the area that is right for you and your farming.

So don’t just choose an area to farm that is closest to where you live or work – it may be dry, rocky soil in the desert… (and so 1990’s style of real estate farming).  Instead, you’ll want to crunch the numbers to find the community that has a perfect combination of…

  • Lack of solid presence of any one agent
  • high turnover rate
  • Solid sales prices
  • High homeowner saturation (as opposed to a large renter population)

This way, when you are ready to start investing in your geo farm, you know that you’ve got a market segment that has the highest potential for success.  You can do this on your own with the help of your title company and spreadsheets or acquire access to www.rebogateway.com and use the Tract Utility to find fertile farming areas in your neighborhood. Use that valuable information to identify the top postal carrier routes, or top housing tracts with the highest turnover rates nearest you.  Then begin your farming in these hand-picked farm areas using direct response tools such as the Market Dominator, Listing Inventory Series, or Neighborhood Update postcards from ProspectsPLUS.com, and a smart strategy of follow up via canvassing, door hangers, and phone calls, and you’ll be on track to build a successful farm that will continue to reward you with listings and referrals for years to come.

Join us for this week’s webinar “How to Pick the Perfect Geo Farm”, Thursday at 1pm Eastern. Register here.  

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Interested in finding out of if the Tract Utility tools and ReboGateway is right for you? Call the ReboGateway 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 learning more about the ProspectsPLUS.com tools such as the Market Dominator to earn a 20% market share in the geo farm of your choice? Contact our team today at 866-405-3638 or visit us online at www.prospectsplus.com.