Wednesday, October 9, 2024

Putting the Pieces in Place to Out-Brand, Out-Market, and Stand Out in a Geographic Farm

by Julie Escobar

The savvy agents? Are out there in their neighborhoods, and in their communities and in this powerful age of information. Top agents are presenting themselves as the resource they know can and will make a difference in terms of how they make decisions for their families.

So, how do you brand yourself as that resource?

1. Consistency & Content.  Farming a geographical area is a time-tested, proven method for garnering new listings and referrals.  Yet for many agents, the what (what to send, say, create), the when (how often) and the cost (that one speaks for itself) has stopped them from farming consistently.  Maybe a mailing here or there, but nothing that will truly help them become a brand name in a market area.

That’s why we created the Market DominatorSM. We’ve got the ‘what’ and ‘when’ buttoned up for you.  Each month we have two powerful, consumer-centric articles on the front, bright, eye-catching info-graphics, engaging direct response offers, free reports that can be used as fair trade items, fun conversation starters, and a timely agent message.  On the back, we have content-rich articles and ideas that consumers love to share.  All of this in an attention-grabbing 12 x 15 poster that is delivered to EVERY home in the farm area, EVERY month, via the cost-saving Every Door Direct service from the USPS.

2.  Get out of stealth mode.  We recently viewed a video from a powerhouse agent and coach who challenged her coaching members and agents worldwide to get out from behind their computers and out – front and center in the communities they are services.  Social media is an amazing place to speak one-to-many, and develop powerful agent-to-agent referrals and connect with your sphere — but nothing — NOTHING will ever take place of meeting and greeting the folks in the neighborhoods you serve.

Our Dominator customers know that owning a market is like peeling an onion – there are many, many layers to it. Door knocking, canvassing,  Q&A sessions at your local market, coffee shop, or library, open houses, charity drives, school sponsorship participation — all of it helps consumers put your face with your name, your name with your business, and helps brand you as THE community resource they can turn to get information.

3.  Beef up your collateral (and sell yourself).  What do consumers also want to know about the agents they five tipswill choose to help them with one of the biggest financial transactions of their lives?  Your RESULTS.  Fire up those Just Listed and Just Sold postcards – share statistics and testimonials, showcase what makes you unique and how that benefits THEM. Use door hangers, and free reports to extend your reach, and the extra Dominators that are sent to you to show potential sellers how you are going the extra mile to ensure that every home you list is sold as quickly as possible and for the highest price available.

In the WIIFM (What’s In It For Me) Channel that folks are tuned into every day – they want to see these two things:  RESOURCES & RESULTS.

National speaker and coach Todd Robertson shared this thought, “As the market heats up the great agents in the country and those on their way to becoming great are very focused on three things:

  1. Qualifying people stronger than ever before
  2. Separating themselves from competition
  3. Having a consistent campaign in place to farm and create passive income for years to come. This is simple. Yet not always easy. Simple because most of your competition will not commit to an area for any real length of time. Simple because we have seen the results of at least 10 percent market share first year. 20 plus percent the second year.

The truth is that it’s not always easy because you have to believe in yourself. Believe in your selling skills and most importantly believe that you deserve to be wildly successful. It all starts there.”

Most agents?  Won’t commit to geographic farming.  “It takes too long.” “It costs too much.”  The two biggest ‘reasons’ for not jumping in.  That’s good news for the agents that do.  It means that they fall into that 93/7 rule.  They will be the 7% of agents ruling their markets while the other 93% continue ‘one-and-done’ marketing or worse, no marketing, just chasing the next deal.  Chasing the next commission is not a fun way to earn a living or live.  Our industry is a treasure trove of opportunity.

It’s one of the few where you have zero caps on how much you can earn or how far you can go regardless of gender, race, religion, geography, history – anything.  It does take a little planning, a little courage, a little consistency, a little skill building, a little stick-to-it attitude, and the right tools.

This month commit to being part of that 7%.  Fire your business up on all cylinders.  Work your sphere, your farm, and your niche – each month — EVERY month.  The results? A career and life that IS fun, exciting, rewarding, and anything you want it to be.

Questions about how to DOMINATE in your market?  Call Todd Robertson at 702-683-1967 or email us today.

Need help building your collateral materials, sending Just Listed/Just Sold postcards, finding the right free reports for your buyers and sellers, or building a better brand for yourself?  

Visit us online at www.prospectsplus.com or give us a call today at 866.405.3638.

 

The One Thing You Can Start Doing Today with Marketing Guru Stacy Stateham

By Julie Escobar

I’ve been really fortunate to meet some extraordinary people in this industry – bright lights who are always willing to share some brilliance with like-minded people.

One person I’ve really enjoyed getting to know and learning from is BloomTree’s Stacy Stateham. She’s witty and smart and has a lock on what it takes to elevate your career to the next level in this business. She was also recently selected as an Inman Connect Select Ambassador for the work she is doing and her contribution to our industry. She was kind enough to share some of that with us. Here’s what we learned:

Q: Can you tell the readers a little about yourself?

A: I’m one of the founders of BloomTree Realty, and my function is VP of Marketing and Branding. In addition to working on building our name as a company, I spend a lot of time training and coaching agents, and I also work on our tech and systems.

When we started BloomTree, we set out to create a company built around providing the absolute best level of service possible to clients and, to do that, we knew that we needed to create an environment where the best agents can grow and thrive.

Everything we do is built around our culture of collaboration, sharing knowledge and support. Not just the company supporting our agents, but agents supporting each other.  It’s awesome to see how successful agents can be when they work together!

Q: You’ve been around this real estate game for a long time and, in your position, you’re helping agents get their careers started off on the right foot. As we’ve spoken of many times, one BIG component of developing a long-term real estate success story is really focusing on building a database that represents your book of business. Can you expand on that for us?

A: A database? I’d say it’s one of the biggest differentiators between agents who earn the national median income and those who earn three-plus times that. Unfortunately, it’s also one of the things agents are most likely to neglect – not just having one, but constantly building on it AND really leveraging it as a regular daily function of doing business. Agents should be constantly building their databases over time – whether the real estate market is good or not – from the start of their careers to the time they retire.

Think of it this way: We all know that when we invest money long term, we can weather the ups and downs of the stock market. Investing by a consistent trickle – whether the market is good or bad over time – lets us ride out the lows, leverage the highs and, in the long run, earns a higher rate of return. Just Google “dollar cost averaging.”

If we see our database as a “fund” of business for when the real estate market fluctuates, the effort that we invest in building it is not only a source of business when times are good, but it also is a safety net for when the market is down.

If you’re going to start doing just one thing today to set yourself up for a successful business in the long term, get started on building a strong database.

Q: If putting your database together is the first priority, helping agents understand the importance of CONNECTING with those folks in a consistent and effective way so they stay top of mind as the agent to call is definitely equally as important. How do you recommend agents stay in touch, and how often?

A: In any business, clients and potential clients are a salesperson’s most valuable asset, yet many agents keep their contacts on sticky notes, in their Gmail contact lists, try to manually update spreadsheets, etc. Working that way, it’s easy enough to see which contacts have turned into clients, but it’s nearly impossible to see which haven’t.

So the first step is to use a CRM. We have all of our agents on FiveStreet for lead routing and TopProducer for their CRM as part of our overall tech package, so that all of their leads feed to their databases without having to do manual entry. It helps us as a company to have our agents use one system, because we’re better able to offer support and training. But whichever CRM is best for an individual agent is the one that they’ll actually use. They all have benefits and downsides, so just choose the one that fits best.

How often to stay in contact? As often as possible, provided that it’s done the right way (don’t be creepy). With so many tools at an agent’s fingertips today, it’s easy to mix it up with methods and platforms – newsletters, social media, postcards, in person with a friendly call, holiday greetings and so on. The key to success is to be approachable, genuine and human. Be consistent with your style and content. Give information in an honest way, and be a resource. People don’t like being sold to, but they love someone who’s there to help and guide them.  

On average, people move every seven years. And even though NAR stats say that most would refer a friend to their agent when they’re asked immediately after closing, a dramatically lower percentage actually do. That tells me that many agents aren’t staying in touch as much as they could. Most people will use the agent that’s front of mind when their need arises, so being that agent whom they know and trust is crucial to being the one who gets the phone call.

Q: I know you’re a fan of making a strategic plan for marketing a real estate business rather than that whole “throw enough things against the wall” approach. Can you share what you believe to be some must-have elements to an effective marketing plan?

A: A balanced marketing strategy is like a balanced diet. We can’t stay healthy on just French fries (but wouldn’t that be awesome?). We need protein, fruit, veggies, etc. too.

I see so many agents focusing on just one or two marketing platforms because they like them and they’re comfortable with them, and not layering those with other points of contact. They’re great at calling, so that’s what they do, while they ignore print and online. Or they have a killer website, so they don’t take the time to reach out in person. Or they’re great in person, so they don’t think they need a strong website.

Agents absolutely should focus on what they’re best at, but they can offset their weaknesses on other platforms through training, learning over time or by finding a great solution provider who can help them.

Eating a balanced diet every day keeps you healthy, and maintaining a balanced marketing strategy can do the same for your business.

Q: You’re also a social media strategist. Can you share some of your top tips for using those resources to build a strong real estate business?

A: It wasn’t all that long ago that social media was considered optional in marketing. It’s not anymore!

If you’re only going to use one, use Facebook. Agents should have both a personal profile and a business page, keep both active and use them in the appropriate ways. It’s super easy to set up a list in “friends” to keep clients and prospects separate from school friends and Aunt Harriet, and it allows us to be more personally connected than ever before.

Business pages not only help keep business posts separate, but they also allow agents to use Facebook Ads (I looooove Facebook Ads!). They’re much less expensive than regular pay-per-click, and the targeting capabilities are downright awesome. Probably the two coolest things you can do with Facebook Ads are to target only people who have been on your website (low cost, and you know they’re interested because they’ve already checked you out online) and to aim ads only to people in your database. There we are with the database again… yes, you can upload your database to your Facebook Ads account and send ads specifically to those people.  

Pinterest, LinkedIn, Instagram, YouTube, etc. are all extremely powerful tools too.

Q: You’ve been a ProspectsPLUS! fan for a long time. Can you share which tools you most recommend to other agents?

A: Is all of it an option? If I had to choose, I’d say Just Listed/Just Sold campaigns and property brochures. The neighbors around your listings are a great source of business for the next one, and people always want to know what’s going on in their neighborhood. Just Listed and Just Sold campaigns are a solid way to let them know that you’re actively selling in their neighborhood.

Pro Tip: Getting back to Facebook Ads, did you know that you can layer over Just Listed/Just Sold mailings with a Facebook Ad that runs just to that neighborhood? In the geographic options in ad setup, you can drop a map pin to exactly where your listing is and limit the radius to as low as one mile. Doing both print and online together dramatically increases the likelihood that your marketing will get seen. Go ninja level, and tie that hyper-targeted Facebook Ad back to your listing on your website, collect a lead, and have that lead go to your CRM.  

Consumers today expect something better than an MLS printout on the kitchen counter at a listing. Aim for something modern and sharp and, for heaven’s sake, don’t go DIY unless you’re awesome at graphic design. Make sure your photos look amazing, then check out the Luxury Marketing section on ProspectsPLUS! (your listing doesn’t have to be high end to look high end!). How you market this listing not only helps get it sold, but also may very well be the tipping factor in whether or not you get the next one.

Q: Any last hot tips for agents eager to knock it out of the park this year in terms of their goals?

A: What I tell our agents? First, do a business plan. Second, stick to it. Third, set one hour aside every week to focus on long-term improvements to their business.

Let’s be real… our future selves can’t be trusted. Thinking to yourself that you’ll do it eventually doesn’t get the job done. Actually put it on your calendar as a critical meeting with yourself so you actually do it. One hour once a week spent on setting up systems, automating a process, learning something new, setting up a long-running ad, training an assistant, adding SEO to a website or whatever will pay back big time in the long term.

If your goal is to earn $100K a year, one hour is worth about $48 if you’re only working 40 hours a week. In our market, commission on one side of a deal averages about $5,000 for the agent in earnings. So if you spend an hour once a week building your business for the long term, the math works out to a time investment annually of about $2,500, or half of one of our average deals. But what we see with our agents is that those who actively work their plans do more deals and, with just one more closing, it’s a win. Some have as much as doubled their business by working smarter.

Q: Awesome! How can readers connect with you if they want to learn more or send referrals your way?

A: Hit me up on Facebook! I’m there more than I am anywhere else online. I don’t personally list and sell anymore, but if you need a great agent in Arizona, just let me know. We have three offices full of amazing agents who can take care of a referral client for you.

Terrific, Stacy! As always, thanks for your amazing insight. You’re a treat to talk to and learn from.

If you’d like to know more about building your book of business, staying in consistent touch with your sphere and farm, and generating more listings and leads, visit our site at www.prospectsplus.com, or call our marketing team today at 866.405.3638.

It’s an exciting time to be an agent!  Did you know? Each month we add powerful new tools to help sales professionals stay top of mind in their markets.

Here’s what’s new for October!  oct-toolsHoliday postcards are a great way to reach out to your sphere each month. Savvy agent DON’T just wait for Christmas and Easter to stay in touch.  When choosing holiday postcards, please allow two weeks for timely delivery.

Rules of thumb for postcard mailing timeliness:

Need it fast? Choose First Class Mail Option:  Delivered by the Post Office in 3 – 5 days. Best for time-sensitive mailings, such as “Just Listed”, “Just Sold” or “Open House postcards.

Got a little more time? Choose Standard Class: Delivered by the Post Office in 14 – 21 days. Best for recurring mailings, such as Recipe or Inspiration postcards.4-reasons

Our Content postcards are perfect for agents who like to use education-based marketing tools. An alternative to full newsletters, these gems are filled with insightful, timely information that consumers love to read (and share), they are a simple way to stay top-of-mind with both your sphere and farm — and present yourself as an expert in your field.  You’ll find over 20 varieties in this series.oct-com-news

And our all new Community News newsletter series is a great way to stay connected with your sphere as well. Filled with timely information and done-for-you content! A new issue is released each month and perfect for staying time of mind with potential buyers and sellers.

Head over to our Specials page to get all your budget-saving promo codes which will save you 10% on your next orders.

Don’t forget! For every Holiday Postcard order placed through the end of the year, we’re donating 10% to St. Jude Children’s Hospital. Get started today.

Need help? Call our team at 866.405.3638.