If you’re like MOST agents? You want it NOW. Right now. Success in a “just add water” -instant gratification in a cup kind of time frame right? And I can appreciate that. If I could just win the lottery I’d be that way too – one ticket – lifetime of riches. Unfortunately – that’s not a very realistic (or practical) plan is it?
You’ve got to put the time in and PERSEVERE. You’ve got 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.
So, let’s take a look at three smart strategies that can make succeeding faster (YES!), easier (Phew!) and more effective (Sounds good!).
1. Make it easy on yourself. Delegate. 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 and potential customers (sphere of influence and geographic farm area) 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 consistent. We’ve worked hard to make that easy for you with hundreds and hundreds of ready-to-go campaigns that you can choose, calendar and then have peace of mind that this part of the puzzle is done – find out more here: Postcard Campaign Specials.
2. Use social media wisely. The wonderful thing about social media is that it gives you the ability to communicate one-to-many. Creating a blog or Facebook page to keep your sphere or neighborhood farm updated and informed is not only effective – it’s POWERFUL. Here’s a little inside advice from a friend and Social Media Expert Stacy Stateham:
“I’d like to say to start with Facebook, but don’t. Start by spending a few hours figuring out who you are likely to be most successful with. What kind of people do you want to connect with?
Forget your real estate business for a minute and think about them. What do they like? What are they interested in? What will keep them coming back? Now, bring your real estate business back into the equation. How can you match their interests with your business? Laser focus on that core audience and build all of your marketing around them, both online and off.Say you want to attract successful 50-60 something’s. The might be interested in food and wine, they might like to travel, they’re concerned about their nest egg, they may have adult children and possibly grandchildren. Oh yeah, and they buy real estate.
Next -start with Facebook. Use the friend finder to search your email addresses, connect to the people that make sense, and start a business page. When the business page is complete and has a full page of content, invite your contacts. It just takes a few minutes a day to log into Facebook, comment on what people are saying, and post something relevant to your target audience on your business page. What’s relevant? Keep your posts to 2/3’s non-real estate related, and 1/3 about your business. They like food and wine, so post things about local restaurants and gourmet food shops, great kitchen upgrade ideas, and feature a home with an awesome kitchen. They like to travel so talk about places to visit within driving distance, events in nearby cities, then how to buy a vacation home, explain reverse mortgages. They have kids and maybe grandkids so talk about how to help kids start adult life with healthy credit habits, college saving funds, and about how to gift a down payment on their kids first home. And so on…
You’re not limiting yourself to seniors, you’ll get first time home buyers because young people ask their parents for advice, you’ll attract other foodies who like to travel, and other people with similar interests. You’re just focusing on where you are most likely to be successful. If you’re a younger hipper type, target people like you – post about all the other things that interest you, plus a 1/3 about real estate topics that related to your core audience.” — All great advice thank you Stacy!
3. Network. With the shifts in the economy & market – now is the perfect time to connect with smart, like-minded area business professionals and share ideas, strategies and – SPHERES. Area CPAs can send you clients who are looking for good investments. Attorneys handling divorce, estates and real estate holdings can send you buyers, sellers and leads. Human Resource managers can use your expertise to help their employees find homes and put down roots in a community. In return – you have the ability to send your clients their way as well. Great for you – great for your networking partners and great for the customers. In times like these – people NEED referrals they can trust. It makes them feel safe, cared for and re-affirms that they are making sound decisions for themselves and their families. THAT is the kind of thing that cements relationships and creates a client for life.
Some things to think about for this week. Put the 3-7-27 rule of marketing to work in your business. And know that if you need some help showing up – OVER and OVER – cost-effectively, easily and without stress, our team is there for you. Visit us online at www.prospectsplus.com, or call us at 866.405.3638 today. We’ve got you covered!
We frequently share the BENEFITS of building and maintaining a salable book of business or sphere-of-influence such as knowing where your next commission is going to come from, developing long-term friendships and relationships, solid referrals you can count on, etc. What we don’t usually talk about is the flip side of that coin. What is it COSTING you when you DON’T stay in touch and follow up with your sphere or farm?
What if ONE prospective seller or buyer fails to call you when they are ready to sell or buy because they ‘forgot’ you were in real estate since you didn’t stay top of mind? Because you didn’t follow up when you said you would? Because you stayed in stealth mode, waiting for the phone to ring? Because you didn’t create a database to manage your lists, so they simply slipped through the lack of system?
We know that on average, top agents get more 66% of their business (or more) from their sphere. (People who know you, like you, trust you, and you’re top of mind with.) We also know that 1 in 12 will deliver a transaction or referral per year on average. So let’s run SIMPLE numbers using our SOI calculator…
If I wanted to make $200,000 per year in real estate and my average commission was $6,000 that would mean I would need AT LEAST 33 transactions in a year (plus whatever your fall-through rate is) to reach that goal. If 66% of that is coming from my sphere – that means I can count on 22 of those transactions coming from the people I am staying in touch with. If 1 in 12 are sending me that business, then I’ll need at least 264 in my sphere to hit the numbers.
The reverse of that is this…22 commissions LOST. That’s $132,000. But it’s even more than that-right? Because let’s face it, if good news travels fast, bad news travels faster-doesn’t it? So, for every broken promise, lack of follow up, or poor customer experience you provide, that can mean a loss of not just a customer, but every referral they might send your way. Add social media in the mix, “don’t use Agent X because they don’t follow through” – and you’ve got a slippery slope that’s tough to recover from.
Commission loss per seller or buyer? _____________ (Average commission)
Loss of referral? ______________ (Average commission x let’s just say 2 referrals)
Loss of re-list and future sale? _____________ (Average commission x average homeowner moves – lists, sells, and buys new – every 9 years)
Loss of marketing dollars spent on those sellers and buyers not recaptured? ________________
Lastly, loss of reputation as a turn-to, stand-up, get-the-job-done agent. That’s really too much to calculate, isn’t it? And that’s not YOU anyway! You’re the stand-up agent-right? Besides, staying top-of-mind is an easy, and affordable investment. Remember that SEND-CALL-SEE + NETWORK approach I’ve shared in the past.
SEND – let’s take our example from above – if I needed to stay in touch with my sphere of 264 customers every 30 days to stay visible, (and help earn that $132,000) – and I wanted to send a standard sized postcard first class, that would be 62¢ per card or $163.68 per month. Or you could choose jumbo cards, or newsletters, our Dominator, or even handwritten cards – or better still a combination of all of the above. See what your budget allows and start somewhere, but be consistent every 30-45 days.
CALL – you should call your customers every three months. If you break down that 264 number over 12 weeks — that means you just have to call 22 per week to reach everyone. Easy peasy!
SEE – you should see your customers at least two times a year. Many agents host open houses, holiday events, or even neighborhood block parties (with sponsors for each) which gives them a chance to see many customers at once. Take that top 20% of your list – the ones who consistently send you business – and be sure to spend some one on one time with them. Take them to lunch. Drop by a gift. Deliver tickets to the movies for their family. Our Master Marketing Schedule has some terrific ways to creatively connect each month.
NETWORK – In today’s hyper-connected world, networking has to be part of the equation. From social media to joining local groups, to developing a mastermind of like-minded people to share with — networking is a key source of knowledge AND referral business.
Don’t lose any more dollars, branding, or reputation to lack of connectivity. You are your business. The connection you have with each and every one in your sphere will determine whether they stay a client (and a referral source) or whether you take a loss.
Need help? Contact our team at 866.405.3638 today.
You’ve got to love technology right? As real estate professionals in today’s competitive world, every marketing step counts – and every marketing dollar is important. We get that. That’s why we put systems in place to track 100% of all postcard and mailing orders. That way, you know what’s been delivered, when there’s an issue and exactly when you can start following up on your important real estate marketing mailing.
Here’s a quick video to show you how it works:
As you kick your marketing and momentum into high gear – here are four things you should know:
1. Track My Mail is a Resource You Can Trust. We know that every dollar counts and you want to know that your marketing is not only being sent, but is being delivered. We want the same. Every time you place an order, you will be sent a link when that order is shipped so you can track your mail every step of the way. When we deliver it to the post office, when and where it’s routed, and when it gets delivered. That way you’ve got total confidence that your marketing is working for you. There’s no extra cost, no fuss, no questions. We’ve got you covered.
2. There are LOTS of options available. Marketing is a big decision for agents today, and budgets are a giant factor. We’ve got tools that can match any budget, and can help you reach as far or as limited a target as you are comfortable with. From Every Door Direct options that allow you to blanket entire geographic areas, to Just Listed/Just Sold Postcards which are a foundation for any real estate marketing plan, to the collateral pieces you need for fair trade items, blog fodder, consumer friendly website downloads and presentation content and more. We can work with you one-on-one to meet your budget and extend your reach with ease.
3. By real estate professionals for real estate professionals. With our organization, you’ll know that your marketing is being written and produced by people who have long ties and experience in this industry we love. We’re constantly watching market trends so we can keep you on the cutting edge when it comes to always having the right piece for the right person at the right time. It’s the difference – that makes all the difference.
4. Totally editable. We get that creating is HARD and clicking is EASY. That’s why we try to do as much of the ‘heavy lifting’ as possible so that when you choose your marketing materials – be they real estate postcards, newsletters, flyers, brochures, or even kits – you don’t HAVE to change a thing if you don’t want to. You can simply have our system apply your contact and profile information and go – but if you want? You can totally change whatever you like. Change the words. The images. Upload your own piece even. Flexibility is key in today’s busy world. You have our commitment to continuously make that an easy solution.
We know that a successful agent is a busy agent. And time – is really of the essence. So giving you the options, materials, resources and support you need is our top priority. Call us today at 866.405.3638 and speak to one of our marketing professionals about building your book of business this year. We’ve got just what you need to succeed.
Wow! A big thanks to all our amazing contestants this past month! We had some terrific entries – and we thank you all so much for sharing your ProspectPLUS.com experiences! If your name wasn’t drawn – no worries! We’ll choose three MORE winners December 5th! Congratulations everyone!
Our $250 winner is Noy Kongmanivong who shared, “I ordered a custom magnetic football calendars. When I got the order I was very happy with the final product. My only complaint was that I wished I had ordered 100 more.”
Our $100 winner is Sheryl Eagle who shared, “I love the postcards that get sent out because I do receive calls and get business from them! I just recently closed on a house in New Castle, PA. When I asked the daughter why she called me (because I am out of Butler, PA), she told me that her mother had saved one of my postcards! Her mother had not been living in the home for quite some time! Thanks, ProspectsPLUS!”
Our $50 winner is Alexis Erdos Dumbaugh who shared, “Just placed my first ProspectsPLUS.com order! I was so excited; I went on and placed a second order! Can’t wait to get my postcards sent!”
Thank you to everyone who entered! Ready to throw your hat in the ring? It’s easy! Leave your review of your ProspectsPLUS.com product or service on our Google+ Page or our Facebook Page today! We’ll give away a total of $400 more in ProspectsPLUS! gift cards! Next drawing is December 5th!
We’d also like to invite you to join us in our goal to raise $50,000 for St. Jude Children’s Research Hospital®! We are matching every donation this year, dollar-for-dollar! Learn more at: blog.prospectsplus.com/st-jude.
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 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 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!
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!
it’s good to have options–right? Especially when you are building a brand, and growing your business. That’s what our customers tell us every week — and it’s why we continuously work to deliver exceptional options to agents all across North America. One of the features of our site that our customers tell us they love having is the Upload Your Own option. Why? It gives those of you who’ve already had branded materials created and just need print resource and those of you who are pretty handy, creative and tech-savvy to create the exact pieces you want for your marketing and STILL have a means to get them printed, shipped and sent to your book of business or to yourself quickly, easily and best of all – AFFORDABLY.
Let’s face it. Printing up all your materials yourself and getting them the way you want them on your home printer isn’t always a walk in the park. And I can’t tell you how many times I’ve hit crunch time only to find my printer is (NATURALLY) out of INK. And for agents who like to have their marketing materials on-hand and professionally printed and looking sharp – this really is the best of both worlds.
What are agents printing using the UPLOAD YOUR OWN option on our new site?
Pre-listing packages: (This is a great one because all that collated and matching everything up is a pain for most agents! And now we have really cool, branded presentation folders as well that they can just tuck each one into!)
Feature Property or Open House flyers: This is especially handy if you’re using an InfoBox and need to print a lot of them at a low cost so you can keep replenishing your supply.
Pre-designed and branded marketing pieces: Many of you have spent considerable time, effort and energy to create branded personal brochures, notecards and stationery – but just need a reasonable source to get them printed that you can rely on for short-run ability, good pricing and reliability.
Large files: No burning up your ink jet with large files that need printing – we’ve got it! (For Less!)
Brochures: Having the right brochures on hand for open houses, presentations, leave-behinds at local businesses and more is vital to your business.
Invitations: Invites to community events, fundraisers, client appreciation parties or real estate workshops are easy and fast to reproduce.
Posters, Postcards and Print Outs – Oh my! Anything you need printing – we can find a way to
Spaccommodate. From the postcards or printouts that you design yourself to the event pieces you might need for your sphere, farm or community.
Magnets: Many agents like to print out sports event calendars, regular calendars, recipes, top marketing tips with a magnetic back (way to STICK around for your sphere.) By the way – our Football Schedule Series is a super popular marketing tool. See them here. It’s easy!
There are so many options you can now choose and we’re thrilled to bring them to you. Whether you would like ready-made marketing tools such as our free reports, postcards, stationery, niche kits, presentation folders or if you prefer to create your own and just choose to print it offsite – we hope you’ll discover how simple, affordable and service-focused we are to work with.
And if you are NOT a do-it-yourself kind of guy or gal — head over to our Specials Page and see what agents across the nation are sending this month!
Got questions? Call us today at 866.405.3638 to get the help you need printing the marketing pieces you want to help you grow your business and get those phones ringing!
