Thursday, June 20, 2019

Staying Top of Mind With Your Sphere

by Julie Escobar

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

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

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

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

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

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

 

A Formula for Success

By Julie Escobar

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

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

Listing Inventory Cards

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

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

Here is a sample dialogue  to help you get started:

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

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

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

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

An Interview with Marketing Guru Dean Jackson

By Julie Escobar

When you want big marketing ideas with smart research and strategies to back them up, you want to listen to Dean Jackson.  With humor and character, Dean not only takes agents OUTSIDE the box, he challenges dean-jackson-profilethem to leave the “box” in the dust and look to unconventional, creative strategies that make good solid business sense.  So when we heard about his Listing Multiplier – we knew we wanted to share it with all of you.

Q:  Dean, I read your awesome white paper on the Multiplier – can you give our readers a little nutshell of what this powerful concept is please?

A:  Sure, the big idea here is to have a sense of what you are missing.  To start, I ask agents to think of their last ten listings, and score them, one point each for the following opportunities:

  1. Get it sold
  2. Find the buyer
  3. Find the buyer that buys another house
  4. Get another listing from it
  5. Get a referral from the seller

Now you take your number out of 50 for these opportunities. They’ll range from say, 8 out of 50 to 15 out of jl js cards50.  In some cases, you’re hitting every opportunity, in others, such as a listing expiring, you get zero points. What you get once you’ve done this exercise is a sense of what your  current system yields.

Now take that number and divide it by ten – that’s your Listing Multiplier Index. So, say you have a 20 out of 50, divide that by 10 and you get 2. That means your current system yields 2 listings for every listing you take.  Now – the objective is to get that HIGHER.  Imagine if you could double that or more and turn every listing into three transactions!

Q:  Right? That would be awesome.  Can you share some ways readers can start to do that?

A:  Well yeah.  Start with Just Listed postcards.  Most of the time agents take the approach of, “I’ll just put itdo-you-know-postcard

in the MLS. Right now, listings go fast, so we don’t HAVE to market.”  That’s just short-sighted. Instead of looking at what has to be done to “get by”, agents should be looking at using marketing such as Just Listed/Just Sold postcards, InfoBox flyers, single property websites, and instant open house landing pages — all to extend that one commission into many commissionable activities.  Listing puts you in the ballgame, then it’s time to hit it out of the park.

Q:  Can you explain the Instant Open House Landing page please?

A:  Sure, you can learn more at www.gogoagent.com, but the idea is that you set up an instant landing page for the property address, people add their name and email address to download a pdf of all the property information.  Then you send a very simple, very conversational, expecting a reply email to those folks, and to buyers that might be interested in the home that says, “Got some people coming by the property at 23 Greystone tomorrow afternoon to see the house. Would you care to join them?”

That’s it. No time, no details – just expecting a yes or no answer.  We had one open house where eighteen people showed up at once! That’s letting your marketing do the work – generating buyers, new potential sellers and referrals. Now picture you have five listings, and you do the instant open house for all five – one at noon, one at 2, one at 3:30, 5 and 6:30. How great of a day would that be?wmipcissue38stationeryfrontthu

Q:  Pretty amazing, I’d say! One thing I know that you talk about with your GoGoAgent members is setting your marketing up in such a way that you’re not having to make those dreaded “cold calls”. Can you expand on that?

A:  Nothing I’d ever do would involve cold calls. No one likes to make them and no one likes to get them. I prefer to teach agents to use their email as a better communication tool. Short, conversational emails that make people feel like you are talking directly and specifically to them. That’s leverage-able.

Your postcard marketing as well – put some personality to it. Think of your postcards for what they are – an opportunity to share a message. Not long ago I was in Missouri and I went to the Pony Express Museum.  It makes you think, you know?  Those young people on the Pony Express risked their lives to deliver a message.  Letters and communication were so important that people hired a government employee to take great risks to deliver them. We are still hiring a government employee to deliver our words to someone else – the least we can do is make them interesting! Think about what you would say if you were face-to-face.  Differentiate yourself. Give people something that helps them engage.

Q:  Any last words for our readers?

A:  I would say to really just dive into learning about how to use your Listing Multiplier Index to take your business to incredible levels.  When you think about what it would mean to you to take your multiplier from say a 1.1 to a 3.3 for your next ten listings, that would mean 20 extra transactions. If your average commission is $10,000 – that means an additional $200,000 per year. That’s exciting!

Q:  I totally agree! I know agents would love to learn more about your creative, collaborative listing and sales ideas. How can they find out more?

A:  They can find everything they need at www.gogoagent.com.  Thanks!

Need help multiplying your listings? Call our team at 866.405.3638 or visit our site today at www.prospectsplus.com. 

 

 

 

 

 

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.

How Hyper-Local Information and Consistency Work to Your Advantage

By Julie Escobar

Real estate is not for the get-rich-quick, zero effort entrepreneur.  To succeed for the long haul?  You’ve got to take an ‘in it to win it’ approach. That means the kind of ‘one and done’ marketing that some folks want to ‘try on’ is not a viable, sustainable path to market share.

You’ve got to put the time in and PERSEVERE.  To show up not just ONCE, but again and again and again.  You know that old saying out of sight – out of mind?  It’s especially true of customer relationships in today’s market.  In fact, Statistics tell us it takes at LEAST three impressions for a consumer to recognize your name, seven to associate your name with your business, and twenty seven for them to like you, know you, trust you enough to do business with them.  I know – it’s not instant gratification – but it is the smart business practice if you want to be in real estate for the long haul.

Make it easy on yourself.  You get paid to get face-to-face and voice–to-voice with customers.  Your job is to wow them with what you can do for them – how you can make that easier, more profitable & fewer headaches.  Hard to do that when you’re still printing, cutting & stuffing envelopes.  Put a system in place to reach your customers at the very least every 4-6 weeks.  The Direct Marketing Association and top agents lean more towards every 21-30 days.  It doesn’t have to be a lot – but it does have to be neighborhood update seriesconsistent.   We’ve worked hard to make that easy for you with hundreds of ready-to-go campaigns that you can choose from that’s as simple as pick a card, customize however you like, add your list or purchase one and you are done!

One that is especially popular right now and getting results is our Neighborhood Update Free Offer Series. Why is it such a hit?  It gives them the critical market information consumers want — and spotlights you as holiday-cards-16the authority in the neighborhood.  Grab your local stats (recent listings and sales), sign in to your account,  go to the neighborhood update free offer series, enter your data, get your list  (at least 100 homeowners in the neighborhood you want to brand yourself in) and go! What people LOVE about this series is that it offers up the hyper local market information they are craving. What are homes in THEIR neighborhoods selling for?  How much can they get for their home?  What’s happening in their own back yard? Send one of these a month and watch your market share grow!

Next, map out your marketing for the rest of the year. Will you be sending holiday photocards or holiday cards? Order them early and get them sent.  Calendar cards with magnetic backs are also very popular as means to stay top of mind (by being stuck to the refrigerator) all year around.  You’ll find budget saving promo codes on our Specials Pagecalendar-cards-16

Looking for more ideas for staying connected? Bookmark our Master Marketing Schedule.  It’s filled with actionable marketing tips as well as some really fun, out-of-the-box, memorable ways to reach out to the people in your sphere and farm.  That’s the key — helping to make sure your name is MEMORABLE — in a good way!

Some things to think about for this week.  Know that if you need some help showing up – OVER and OVER – affordably, easily and without stress, our team is there for you.  Call them at 866.405.3638 today or email pmc@prospectsplus.com.  We’ve got you covered!