Tuesday, September 29, 2020

Success Advice from Power Agent Buddy Keene

by Julie Escobar

Tapping into what works for our customers is a great way to get a read on what agents need now and what is right around the corner as well. We caught up with one of our VIP customers Buddy Keene to learn what he’s doing to take his business to the next level.

Here’s what we learned:

Q:  Thanks for the interview! Can you start by telling our readers a little about yourself?

A:  Sure, I’m a Tampa native whose background as a business owner and executive brings a new and innovative approach to the sale of real estate. I take pride in providing personal and responsive service tailored to each client’s individual needs. I am a high-energy individual who delivers start-to-finish service with the sale or purchase of primary residences, vacation/secondary homes, and rental properties. My company, Great Blue’s mission is to become both the best respected and the most successful real estate brokerage in the state of Florida.

Q:  We know that staying consistent with your marketing is one powerful key to branding yourself and generating business. Can you tell us what you find most effective in terms of staying top of mind with your sphere and farm?

A:  I concentrate my marketing budget on direct mailings. I mail three communities every month. The total number of homes that I reach is just over 2,500. 90% of all of business comes from this mail campaign. If you want to be top of mind for the homeowners in your farm area, you have got to be consistent with your touches. If you intend to simply mail one time, or even on a quarterly basis, you’re wasting your money. I consider 12 touches per year to be the optimum exposure for my listing services.

Q:  We appreciate your trusting us to be the resource for your marketing tools – what drew you to our organization and what is your go-to tool for getting results?

A: I learned about ProspectsPLUS.com from a postcard that you mailed to me. So, I’m proof that direct mail produces results!

Q:  It’s a competitive market out there. What advice would you give fellow agents for creating an edge over their competitors?

A: For years, I produced my own Real Estate Reports for my farm area. I would gather the info from the MLS, analyze it, write a report, print it, and the envelopes, stuff them, and mail them. It was a massive effort to put the campaign together. My printing toner cost alone was $500 per month. At that time, I was only mailing on a quarterly basis. While I was surviving, the return on my investment just wasn’t where I felt it should be. After contacting prospects Plus, and learning about the Market Dominator product, I made the change, and hired your profession organization to produce my mailing pieces. This is by far the best marketing decision I have made to date. The mailings are always top notch quality, both the graphics, and the copy. My personal branded image has never been more professional. And I’m spending less time on my mailings than ever before.

The very first thing that homeowners tell me when we meet at the listing appointment, is that they love my mailers.

Q:  Many agents are reluctant to do any follow up activities with their book of business.  What words of wisdom can you share with them?

A: My farm areas consist of $400,000 properties. When you start charging people the amounts of money that I charge, you’d better bring some real value to the table. I have added services to my marketing plan, that most other Realtors simply don’t offer. For example, pay for a professional appraisal. The fact that we have a professional third party opinion of market value is very comforting to the sellers. It’s amazing how much stress this practice removes from the selling process for my clients. Another benefit to having this info, is that they sellers don’t go into the selling process with unrealistic expectations.

I bring in a professional photographer, and have him shoot High Dynamic Range photos, as well as aerial photos shot with a drone. I have a virtual tour software that I invested in, and it’s so much better than anything else that the sellers have ever seen. I also use an appointment center service, so that we never miss a call to show. I employ an internet service that syndicates my listings to over 50 websites, and delivers an email report to my sellers on the 1st, and the 15th of each month, showing how many view’s we have gotten, and from which of the website.

Q:  How valuable have you found it to be to stay in touch with your past clients?

A: Being mostly a listing agent, many of my past clients have actually moved out of my market area. So, the majority of my book of business is made up from buyers that I have worked with in the past. This is one of the areas where I have some serious room for improvement. While I have been fortunate enough to have very good relationships with my past buyer clients, I have not established a formal drip-mail campaign to keep myself top of mind with them.

My past clients have become a strong source of referrals. In fact, I have one family that has purchased, and or sold six properties with me. We’ve been working together for over 10 years. Many of my past buyers were first time buyers. Now that they are ready to move up, they are calling me to both sell their current property, and help them buy their new home.

Q:  Lastly, how can agents get hold of you if they have a referral they’d like to share in your area?

A: I can be reached at Buddy.keene@greatblue.us, or by phone at 813.727.7110.

Awesome information. Thanks Buddy!  

If you’d like to learn more about growing your book of business, earn more referrals and brand yourself in a geographic market, visit us online at www.prospectsplus.com or call our team today at 866.405.3638.

Success Spotlight Q & A with Power Agent Jennifer Ingiald

By Julie Escobar

When you really want to know what’s working for your customers, you reach out and ask them.  We are so fortunate to have extraordinary customers who are willing and happy to share their experiences of what works, and sometimes what doesn’t with our readers.  Agents love to learn from one another and we love sharing their stories.  This week?  We caught up with power agent Jennifer Ingiald to see what she’s doing to knock it out of the park in her market.

Here’s an excerpt from our interview:

Q:  Can you please tell our readers a little about you?

A:  I’m a Realtor in the central Wisconsin area. I focus mostly on waterfront homes and condos in the Castle Rock Lake area and Wisconsin Dells. Being originally from Schaumburg, IL, my family always vacationed in the Wisconsin Dells area and Castle Rock Lake is the fourth largest lake in Wisconsin, so it’s a lot of fun to work with buyers and sellers purchasing or building their dream vacation home.

Q:  How long have you been using ProspectsPLUS! and what made you choose us as your resource?

A: I’ve been using ProspectsPLUS! for about a year and a half now. My broker had recommended the site as she had great success with it as well. She was absolutely right! The website is very user-friendly, and so easy to navigate and create awesome postcards.

Q:  Can you tell us what you believe is the most important part of your marketing plan?

A: Listing photos and direct mail campaigns.  I like to utilize a professional real estate photographer for listing photos which I can then import into ProspectsPLUS.com postcard templates for a “Just Listed” or “Just Sold” campaign.  The end result is a completely professional postcard that always yields amazing results.

Q: I know you wisely use Just Listed and Just Sold cards in your market – can you tell us what kind of results you are getting and why you are so passionate about using these time-tested tools?  

A: This is by far my most important marketing tool.  Every single time I send out a Just Listed or Just Sold card, I get at least one new listing.  With the last Just Sold card I sent, I received two new listings.  I prefer to use the Jumbo postcards as opposed to the standard size, as I think they catch the eye better and help me to stand out amongst my competition.

Q:  Any advice for agents eager to get more results from their sphere and farm? 

A: I would absolutely recommend a ProspectsPLUS.com direct mail campaign, especially for farming.  It may seem like more money than you’d like to spend at first, but if you get one listing, and thus one sale out of it, it is worth it!  I like to use the postcard templates with a lot of photos as I think photos grab a reader’s attention. I also think it’s important to consistently send out either a Just Listed or Just Sold once you have a new listing or sale in a particular area you are farming, as you will start to become viewed as the market expert in your area.

Q:  Awesome – thank you so much Jennifer! How can readers connect with you if they have referrals in your market?

A:  If anyone has any referrals in the Wisconsin Dells or Castle Rock Lake areas, please feel free to call me at 608-548-3307 or www.CastleRockLakeAreaHomes.com.

If you’d like to learn more about consistently marketing your listings and yourself in your market, call our marketing team at 866.405.3638 or visit us online at www.prospectsplus.com. We’re happy to help you develop the plan that can help you take your business to the next level.

If you are a ProspectsPLUS.com customer and would be interested in potentially being featured on our blog or in our next Master Marketing Magazine, please email me today and set up a time to connect!

Take the March Challenge! 

By Julie Escobar

Why leave all the “March Madness” stuff for the basketball fans?  This month, we’re looking at ways to inspire agents to take the ACTION they need to drive their numbers and build momentum.  That means being pro-active, and working ON your business as well as in it.  There’s no doubt agents are increasingly busy, but when they fail to time-block for business-driving activities like prospecting and database building, they often fall into the commission-chasing category as opposed to having a steady business and referral stream they can count on.

Statistics tell us for every twelve people in your sphere of influence that you regularly connect with, you can expect a deal or referral per year.  That’s valuable information to know. Yet, how come so many agents lose business because they failed to stay top of mind and connected with their sphere?  And when you find a farm that has the a healthy turnover and you’re NOT actively marketing to that area? You’re leaving money on the table.

Here are three pieces of great advice for getting ahead in this business:

International Speaker and Coach Darryl Davis: “I tell my students and coaching members to focus on the activity rather than the results. Why do people fail? Because they don’t see immediate results. So, they do what? They QUIT. When you switch your thinking to focus on the ACTIVITY, not the results, it helps you get past the fear. Think of it like baseball averages. Ballplayers know the more times they get up to bat and take a swing, the more likely they are to get a hit. After a while of playing, they know their numbers… their average. The same is true in prospecting – you’ll get to know your numbers. So maybe out of 10 calls, you get five connects and two appointments. I tell my students that their goal should NOT be to get the appointment; it should be about building relationships. Why? Because it takes the pressure off.  Focusing on getting an appointment is a win/lose scenario. If you don’t get it, your reaction is, “I lost. I’m bad.” When you focus on building a relationship, every call is a win. The truth is, you’re not going to get an appointment unless there’s trust. By building relationships, you build trust – and the appointments will happen by themselves.”

Power Agent Denise Buscemi, Florida:  “My advice? Several things. First, remember when you are meeting customers and clients, make everything you do be about that person and only that person–the rewards will naturally follow. Next, read more – be a lifelong learner. It makes you more competitive.  Be a great listener – not only does it make you a better communicator, buyers and sellers will tell you everything you need to know to help you close the deal.  Send the postcards that keep your name in front of them. Do your homework and always go the extra mile.”

Power Agent Kathy Casarin, Pennsylvania: “I would say first, there are no timeouts for replays!  Engage your client get back to them fast whether it is on Facebook, email, in person or a phone call.  Don’t wait or you’ll find they’ve already called upon someone else. Next, assure your client you are the professional. You are experienced, successful and know what works and what doesn’t. Earn your clients trust upfront. Become your absolute best at communication. Keep your client in the loop every step of the way, whether it is periodic emails as to how their listing is doing vs competitors.  Make that phone call to discuss price, home improvements, showings, open houses etc.  Regular contact reassures the client you haven’t forgotten about them or their listing or the homes they want to buy… so when you have to advise them on say a market adjustment on home price they agree and know it is in their best interest because you are always with them to get this SOLD. Stay current and do what works.  The truth is it all works–but only if you do it — so don’t forget to post on your social networks, answer real estate questions on Trulia, use ProsectsPLUS! to send out postcards, attend social gatherings to see and be seen and be that constant reminder to say, ‘Hi! I’m in Real Estate!’”

Our challenge to you this month? 

  1. Calculate your SOI. See how many people you need in your sphere to hit your goals this year by
    heading over to our SOI Calculator.
  2. Thank people. Send Thank You Postcards from our Customer Appreciation Series to at least 100 people on your sphere of influence list this month.
  3. Pick up the phone. Make at 20 calls per day to your sphere of influence. (100 per week is a big goal!) There are some really fun connectivity ideas on our Master Marketing Schedule if you’re looking for interesting reasons to connect! Consider Darryl’s advice above if you’re nervous about talking to people.
  4. Knock on at least 100 doors. Use door hangers so that even if folks aren’t home they’ll know you were there. According to the Master Marketing Schedule, March 12th is National Flower Day, it might be the perfect time to attached a packet of flower seeds to your door hangers and walk your farm! Have some fun with it!
  5. Add 100 people to your database. Now, this one may sound hard, but it doesn’t have to be. Some agents are on top of their game, adding new people all the time. But a LOT of agents that we talk to don’t really have a handle on their lists.  Hire a college kid or virtual assistant for a short-term project to get this done. It’s one of the most important things you can do as an agent. Here are some sources that you can pull from:
    1. Past purchased lists. (Think of all those Just Listed and Just Sold postcards you’ve sent out. Have you done anything with those saved lists you’ve purchased? Put them all in a database and use it to send Listing Inventory postcards or Neighborhood Update/Free Offer Postcards)
    2. Past buyers and sellers. Hand over those files to someone who can pull all those contacts and put them into a database for you. These people already have trusted you enough to do business with them.
    3. Get creative. Download our BusinessBASE, to see the 250 people who should be in your sphere and start adding.

It’s a good month to go above and beyond. To stretch yourself, your goals, and your reach in your community.  Take some time this week to plan your calendar then go for it. We’d love to hear how you’re doing.  Connect with us on Facebook (and be entered into our March Contest), or leave a comment below.

Need help? Our marketing team is amazing! Call them today at 866.405.3638. They’ll walk through any questions you might have and help you get your marketing on track! Have a great month ahead!

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.