2 Tips on Writing for Real Estate Consumers

Aug 26, 2021

It’s safe to assume that most home sellers and buyers don’t know the meaning of “LTV,” they may have never used the word “contingency”, and the word “title” is just a name of a book.

Studies show that the average adult reads at a 9th-grade level and that we actually prefer our reading material to be at a 7th-grade level.

The words you choose to use on your website, in your listing descriptions, and direct mail pieces can make or break the visitor’s or recipient’s experience.

The good news is that writing for an audience of everyday people isn’t at all like what you learned in high school or college. It’s easier, and it’s more fun.

1. Ditch the insider lingo

Unless your audience consists solely of other real estate professionals, using real estate lingo is like writing in a foreign language to an English-only reader. Check out this real-life example:

“If you’re buying a home and apply for a mortgage, one critical factor in

whether you secure financing is your loan-to-value ratio.”

There’s no crime in using normal, everyday American English. So, let’s redo it:

“Something you’ve probably never heard of may stand between you and the interest rate of your dreams: The loan-to-value ratio, or LTV for short. Welcome to the world of real estate, my friend, this is just the beginning of a list of terms you’ll be hearing a lot in the months to come. So, what is the LTV?”

Don’t’ assume that your reader understands commonly-used words and acronyms used in real estate, such as LTV, CMA, contingency, addendum, consideration, and one that we see frequently in the current market, absorption rate.

Take the time to explain them, in plain, friendly English.

2. Why so overly-formal?

“Remember that the basic rule of vocabulary is to use the first word that comes to your mind if it is appropriate and colorful,” author Stephen King cautions in his book “On Writing: A Memoir of the Craft.”

Let’s take another look at our first example. Check out the formal-yet-clunky vocabulary. “Critical factor” can easily be replaced with “an important factor” and “secure financing” should be changed to “get a loan.”

After all, when one of your clients gets the mortgage he wants, that’s exactly how he describes it: “I got a mortgage,” not “I obtained” “procured” or “secured financing.”

Take off your real estate hat for a minute and imagine that you’re a consumer, wanting to buy a house. You run across this on an agent’s website or a direct mail piece:

“Our agents will apply their extensive community knowledge and professional

resources to find your dream home.”

Is there anything in that sentence that would make you pick up your phone and ask to hire one of their agents? All we can imagine is sitting in a car, hour after hour, with someone who speaks like this.

No thanks.

Consider replacing some of the most common formalities you find in real estate blogs and other written content:

“Use our services” rather than “utilize” them.
“Talk about the process” instead of “discussing” it.
Dare we suggest this one? “home loan” instead of “mortgage.”
Finally, can we all agree that “real estate” and “properties” are things investors buy and that everyday people buy homes, condos, houses?

An engaging, friendly writing style will help potential clients get to know and like you, and offering them valuable information in an easy-to-understand form gets their trust.

Use the same, short, easy-to-understand sentences you use when speaking with a friend and you’ll be on your way.

DID YOU KNOW WE’RE HAVING A WE HEART YOU 10% OFF POSTCARD SALE?

BUT ONLY FOR 3 MORE DAYS!

Use Promo Code – HEART10

at check out to take advantage of this limited-time offer (excludes postage, data, EDDM, and scheduled campaigns).

Hurry! This offer expires Saturday, August 31st at midnight!

GO NOW, CLICK HERE!

Please reach out to our support team at 866.405.3638 with questions or if there is anything we can do to help you with your success.

PLUS: When you have time…here are some helpful resources we’ve made available to support your success.

1. The Free 12 Month Done-For-You Strategic Marketing Plan

The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Get More Listings, Geographic Farming, and Sphere of Influence. –Click Here

2. The Free Interactive Real Estate Business Plan

The Free Interactive Real Estate Business Plan allows you to enter your business goals for this year and get a breakdown of how many prospects, listings, closing, and so on are needed to reach your goals. – Click Here

3. Become a Neighborhood Brand

Become branded in a specific neighborhood with a NEW 12X15 marketing piece sent automatically every month to an exclusive carrier route (membership includes your own online Homes & Life Agent Magazine). Watch this video to learn more or Click Here.

4. The Free Real Estate Mailing List Guide

This image has an empty alt attribute; its file name is Real-Estate-Mailing-List-Guide2-3-D-999x1024.jpg

The Real Estate Mailing List Guide outlines the top tools for generating targeted prospecting lists including Baby Boomers, Empty Nesters, Investors, Lifestyle Interests, High-Income Renters, Move-Up Markets, and more. The Guide also defines done-for-you marketing campaigns to match these markets. –Click Here

5. Become a Listing Legend Free eBook

This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

6. The Free Online ROI Calculator

This image has an empty alt attribute; its file name is ROI-calculator-b-233x300.jpg

Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! –Click Here

7. The Free Real Estate Marketing Guide “CRUSH IT”

This image has an empty alt attribute; its file name is CRUSH-IT-Guide-3-d-298x300.jpg

The “Crush It” Guide includes easy steps to launching an effective direct mail marketing campaign, how to create a targeted prospect list, the perfect way to layout marketing materials for success, seven opportunities available to target in your area right now. –Click Here

3 Things You Can Do To Make Every Day a Great One

Aug 24, 2021

Some days are diamonds, some days just downright stink. The good news is that you can take the stinky ones and make them better, more productive, happier and, even more tolerable.

You don’t need gobs of cash or even a lot of time to change your day for the better. All you need is the desire and will to put simple strategies into action.

1. Develop an attitude of gratitude

Barbara Koltuska-Haskin, Ph.D., neuropsychologist, and author of “How my Brain Works” suggests that you prevent having a lousy day as soon as you wake up in the morning.

Practice gratitude.

Keep a journal next to the bed and, every morning, record several things, people, situations, etc. for which you are grateful. Can’t think of anything? How about the fact that you woke up? Add to that any of the other conditions of your life that make you better off than others in the world.

Journaling once or twice a week for six weeks leads to happiness and it just so happens that happiness leads to success.

“Happy individuals are predisposed to seek out and undertake new goals in life and this reinforces positive emotions, said Sonja Lyubomirsky, Ph.D.

“Happy people are more likely to achieve favorable life circumstances,” she concludes.

2. Then, set aside “me” time before you start the day

“It is important to take time for yourself in the morning,” according to Koltuska. If you enjoy exercising, this is the perfect time for it.

“Physical activity may help bump up the production of your brain’s feel-good neurotransmitters, called endorphins,” said the staff at mayoclinic.org. It doesn’t take jogging or working out at the gym to achieve a rush of endorphins, either.

“… any aerobic activity, such as a nature hike, can contribute to this same feeling,” they continue.

Plan a morning neighborhood walk before you begin your workday.

3. Make prioritizing a habit

Most real estate agents have more tasks to accomplish than a day has hours. Stop attempting the impossible and prioritize accomplishing the three to five most important tasks to get done each day.

“Setting the right kind of goals not only lifts our performance but also makes us feel good,” according to Caroline Webb, author of “How to Have a Good Day: Harness the Power of Behavioral Science to Transform Your Working Life.”

What’s a “right kind of goal?” Something important, that will impact your business or life. Have at least one of these goals on your list and, at the end of the day, achieving that goal (or making a big dent in it) will bring you a sense of accomplishment according to Leo Babauta at zenhabits.net.

The number of goals you set is important as well. “Have a full schedule today? Cut it in half. You don’t need to do everything on that list,” said Babauta.

“If you cut your list down and do only half the things you want to do for today, you’ll have a much better day.”

Here’s hoping that tomorrow is your best day yet!

DID YOU KNOW WE’RE HAVING A WE HEART YOU 10% OFF POSTCARD SALE?

Use Promo Code – HEART10

at check out to take advantage of this limited-time offer (excludes postage, data, EDDM, and scheduled campaigns).

Hurry! This offer expires Saturday, August 31st at midnight!

GO NOW, CLICK HERE!

Please reach out to our support team at 866.405.3638 with questions or if there is anything we can do to help you with your success.

PLUS: When you have time…here are some helpful resources we’ve made available to support your success.

1. The Free 12 Month Done-For-You Strategic Marketing Plan

2. The Free Interactive Real Estate Business Plan

3. Become a Neighborhood Brand

Become branded in a specific neighborhood with a 12X15 marketing piece sent automatically each month to an exclusive carrier route. Watch this video to learn more or Click Here.

4. The Free Real Estate Mailing List Guide

5. Become a Listing Legend Free eBook

6. The Free Online ROI Calculator

7. The Free Real Estate Marketing Guide “CRUSH IT”

3 Ways to Keep Your Sphere Thinking About You Through the Rest of 2021

Aug 19, 2021

We’re halfway through the third quarter of 2021 and as we continue through the year your number one goal should be…

Don’t allow anyone in your Sphere to complete a real estate transaction with an agent other than you.

NAR has a statistic that states 75% of buyers and sellers choose the first agent they speak with instead of calling their previous agent.

We’re highlighting three ways to make sure your Sphere continues to be your best source for repeat clients and referrals through the end of 2021.

1. Take your Sphere engagement to the next level with the Free BusinessBASE™

The key to business growth is to become more visible, more likable, and get more people to remember you.

In three easy steps, the BusinessBASE™ helps you do this by cultivating and growing the three groups of people that will provide the majority of your repeat business and referrals (family, friends, and close acquaintances).

According to NAR the average person moves every 5 – 9 years.

Not all of the people in your BusinessBASE™ will move this year, but approximately 15% of them will.

Are you going to be the agent that helps them do this or is someone else?

By following the BusinessBASE™ guidelines you should do at least 50 transactions a year as a result of your efforts.

The BusinessBASE™ includes numerous contact suggestions to help build your base, as well as, 30 effective ways to connect with your base, 30 creative reasons to use for calling your base, the ideal information to include in each contact profile, and the method behind send-call-see.

To get your FREE BusinessBASE™ download, Click Here.

2. Pick up the phone and call

Go through your CRM and pick out past clients and those in your SOI who you haven’t been in touch with over the past year and give them a call.

The call serves several purposes:

It’s a personal touch – and those are always memorable
It’s a reminder to them that they know a real estate agent (just in case someone asks!)
Ask the right questions and you’ll be able to fill in missing information in their CRM file

What will you say?

Ask how they are faring during the pandemic. If they have a family, inquire about their well-being.

If asked about the current market, explain it without sounding salesy.

Most of all, listen.

3. Schedule an SOI campaign

Quotes and Inspiration Campaign shown above. Learn more, HERE

Statistics show that 66% of the business generated by top agents (closing 50+ transactions a year) comes from family, friends, close acquaintances, and referrals generated by the first 3 groups.

Consistently marketing to these groups is the key to the growth of your real estate business.

And a Scheduled SOI Campaign does this while freeing up time for more important tasks like listing appointments & closings.

In addition, right now, ProspectsPLUS! is offering an incredible guarantee when you schedule an SOI campaign.

We believe so much in the power of Scheduled Campaigns and what they will do for your business we’re guaranteeing “3 extra closings a year” from scheduling a 12 month SOI campaign or your money back.

Just launch a one-year SOI Scheduled Campaign with a minimum of 150 postcards per month and if after one year you haven’t generated 3 extra closings, and have incorporated the Free BusinessBASE™, we will refund the money spent on your campaign.

The best part about a Scheduled Campaign is you don’t pay until your mailings go out and you can change or cancel your mailing up until the night before.

This degree of flexibility has made Schedule Campaigns a big hit with agents nationwide.

Bottom line

Year after year, the NAR surveys say that although buyers and sellers claim they will use their agents in the future, most of them don’t.

Don’t assume that because you worked with a client in the past, they will remember you years from now. They won’t unless you keep in touch consistently.

Your Sphere has the ability to be a repeat client and referral generating machine, don’t let that opportunity pass you by!

Did you know our Absentee Owner Campaigns are on sale right now?

If you’re interested in adding some absentee owners to your client list, right now’s the ideal time to pursue them (sale ends in 3 days on August 21, 21).

Absentee Owner Scheduled Campaign (shown above). Learn more, HERE

TO LAUNCH AN ABSENTEE OWNER CAMPAIGN:

Hit “CLICK HERE”, below, to schedule your campaign (from a desktop or laptop computer).

Get 10% Off, Use Promo Code: ABSENTEE10

And, remember, YOU DON’T PAY until each mailing goes out (cancel anytime or change up until the night before it goes out).

Launch an Absentee Owners Scheduled Campaign now, CLICK HERE!

Please reach out to our support team at 866.405.3638 with questions or if there is anything we can do to help you with your success.

PLUS: When you have time…here are some helpful resources we’ve made available to support your success.

1. The Free 12 Month Done-For-You Strategic Marketing Plan

2. The Free Interactive Real Estate Business Plan

3. Become a Neighborhood Brand

4. The Free Real Estate Mailing List Guide

5. Become a Listing Legend Free eBook

6. The Free Online ROI Calculator

7. The Free Real Estate Marketing Guide “CRUSH IT”

Looking For Listings? How to Stir-Up Homeowner Interest

Aug 17, 2021

Anecdotal evidence claims that when one home in a neighborhood goes on the market, another three or so will be listed within the next few months. Whatever the mysterious reason behind this phenomenon, I’m sure that you’ve seen it in action.

The trick is to reach these thinking-of-selling homeowners before other agents do. They’re already curious and possibly considering selling, so you’ll be reaching them at the most opportune time.

How do you reach out to these possible sellers? Cold call?

Come on, how does that intrusion make you memorable?

Here’s one way to stir up some interest that begins with a Just Sold postcard, then takes your game to a whole new level with a subsequent Follow-Up Campaign.

*Just Sold* postcard, *Color Series*, **HERE**

Still doubt the effectiveness of direct mail?

Agents are fond of reminding people that they aren’t salespeople because “real estate is a relationship business.” In fact, we typed that phrase into Google, and here is just a very small sample of what we found:

The Secret to Building Relationships for Your Real Estate Business
Real Estate is, Indeed, a Relationship Business
Stats Don’t Lie – Real Estate is a Relationship Business
Real Estate: Relationship Business Built on Trust
Real estate is all about building relationships

Since building relationships with prospects is so critical, the initial approach must be well-thought-out. And a cold call isn’t always the wisest use of this über-important task.

Especially now, when Americans are feeling more than a bit beat up by real estate agents. Ready for another Google search? “Why are real estate agents calling me?”

I Had a Client Ask… Why Are All These Realtors Calling Me?
Why am I getting texts/calls from a million realtors all of a sudden?
Real Estate Agents, Stop Calling Me Darn It
How do I stop Realtor Harassment?

Ok, cold calling doesn’t help build relationships. And, yes, this may sound self-serving because I work for a real estate direct mail company, but the Just Sold postcard and Just Sold Follow-Up Campaign are probably the most effective listing tools for you right now.

According to the U.S. Postal Service, nearly 70% of Americans feel that “… direct mail is more personal than the internet.” Nearly 80% of millennials say that they actually read direct mail ads.

The stats about the effectiveness of direct mail are astounding.

How to Launch a Just Sold Scheduled Campaign video, shown above

Targeted marketing via direct mail works

Narrowing down the audience is a must for all marketing campaigns. Since we are talking about listings here, homeowners are the target.

Let’s narrow down that audience even further: homeowners within a certain radius of a new listing.

You decide on the radius, but agents we’ve spoken with who use this method usually choose the entire subdivision or within a 1-mile radius.

Wait, we aren’t done yet. Let’s make this mailing list ideal: remove homeowners who recently purchased their homes (again, you decide on the time frame). We’ll use 5 years for this scenario.

Now you have a list of homeowners who live in the same subdivision (or within a 1-mile radius) of a just-sold home and who have owned their homes for at least 5 years, some of whom are most likely considering selling.

What better way to catch their interest than to let them know one of their neighbors just sold their home with a Just Sold postcard?

What better way to get them to realize how much equity they’re sitting on than to see find out what other homes sold for (if that’s cool in your market)?

Then, continue the momentum by routinely reaching out to the prospects on this mailing list. Consistency is key.

And, there’s no better way to do this than with a Just Sold Follow-Up Campaign.

Happy new listings!

Ready to Turn Curious Homeowners into New Listings? Launch a Just Sold Follow-Up Campaign!

*Just Sold Follow-Up* Campaign is shown above. Learn more, **HERE**

TO LAUNCH A JUST SOLD FOLLOW-UP CAMPAIGN:

Hit the “CLICK HERE”, link below (from a desktop or laptop computer).

And, remember, YOU DON’T PAY for each mailing until it actually goes out (cancel or change each mailing up until the night before it goes out. The price shown at check out is per mailing, not campaign total).

Launch a Just Sold Follow-Up Campaign now, CLICK HERE!

Please reach out to our support team at 866.405.3638 with questions or if there is anything we can do to help you with your success.

PLUS: When you have time…here are some helpful resources we’ve made available to support your success.

1. The Free 12 Month Done-For-You Strategic Marketing Plan

2. The Free Interactive Real Estate Business Plan

3. Become a Neighborhood Brand

Become branded in a specific neighborhood with a 12X15 marketing piece sent automatically each month to an exclusive carrier route. Watch this video to learn more or Click Here.

4. The Free Real Estate Mailing List Guide

5. Become a Listing Legend Free eBook

6. The Free Online ROI Calculator

7. The Free Real Estate Marketing Guide “CRUSH IT”

Fall Real Estate Blog Topics Every Agent Should Consider

Aug 12, 2021

What agent doesn’t relish the thought of ranking high in Google searches? Doing so without having to pay for ads is even better.

The best route to that end is by blogging, consistently.

Choosing topics can be challenging. They should be local and, when possible, timely. To help you out, we’ve come up with some topics for fall that you’re welcome to steal.

Topic if Your Audience is Home Buyers

“3 Things you Must Know About Buying a Home in [name of your market] this Fall”

This will be a post of what you expect from the local real estate market this fall. Remember, the keyword here is “local.”

Don’t be general like the Minneapolis agent we came across who reiterated what the national media is forecasting.

His introduction to the piece was: “Here’s what a few industry experts have to say about the housing market …”

Wait—aren’t agents supposed to be the industry experts?

Additional homebuyer-focused topics to consider:

The importance of preparing to enter the market. Urge them to get preapproved early in the process. Talk about ways to keep motivated during multiple offer situations. How about backup offers?
The most popular neighborhoods for homebuyers and the challenges of shopping for a home within them.
Any COVID-related restrictions in place in your market.

Holiday Series, *Autumn* Postcard shown above. Learn More, HERE

Topic if Your Audience is Home Sellers

“3 Things you Must Know about Selling your [name of your market] Home this Fall

This should be an easy topic since we’re still in a hot seller’s market. Many homeowners, however, have concerns about being able to find a replacement home. Address this concern and any others that are prevalent in your market.

Other fall home seller topics to consider:

The importance of curb appeal in fall. Offer suggestions (again, keep it local) with mentions of local gardening outlets.
- Recommended repairs to make before the home hits the market.
- What to expect when offers roll in. Remind them that sometimes better terms trump a higher price.

Topic if Your Audience is Your Social Media Followers

Community Content

Although you should share all of your blog posts to your social media feeds, community content is immensely more sharable. Check out some of these ideas:

Have COVID restrictions changed in your market? Share what’s open, what’s closed, and alternatives to the latter.
A post on local parks, with a quick review of each one.
Activities for kids during fall break. Your local Parks and Recreation Department and school websites may offer ideas.
Suggest day trips for weekends.
Best places in town to have brunch on the patio.
How to start a vegetable garden.

Posts on the best places in your market to:

Ride a bike
Go hiking
Camp out
Fish
Shop at flea markets or go antiquing
Dine outdoors
Picnic
Swim
Golf
Take your dog (dog-friendly dining, beaches, parks, etc.)
Best beach
Have a staycation

Finally, one of our favorite local topics is “Why we love fall in [name of the market].”

Did you know our Get More Listings Campaigns are on sale right now?

If you’re considering reaching out to homeowners in your area in search of potential sellers, right now’s the ideal time (sale ends in 3 days on August 14, 21).

Get More Listings Scheduled Campaign (shown above). Learn more, HERE

TO LAUNCH A GET MORE LISTINGS CAMPAIGN:

Hit “CLICK HERE”, below, to schedule your campaign (from a desktop or laptop computer).

Get 10% Off, Use Promo Code: LIST10

And, remember, YOU DON’T PAY until each mailing goes out (cancel anytime or change up until the night before it goes out).

Launch a Get More Listings Scheduled Campaign now, CLICK HERE!

Please reach out to our support team at 866.405.3638 with questions or if there is anything we can do to help you with your success.

PLUS: When you have time…here are some helpful resources we’ve made available to support your success.

1. The Free 12 Month Done-For-You Strategic Marketing Plan

2. The Free Interactive Real Estate Business Plan

3. Become a Neighborhood Brand

4. The Free Real Estate Mailing List Guide

5. Become a Listing Legend Free eBook

6. The Free Online ROI Calculator

7. The Free Real Estate Marketing Guide “CRUSH IT”

Convert Renters Into Excited Buyers with Four Low Down Payment Mortgage Options

Aug 10, 2021

Too many Americans who want to buy a home feel they can’t because they don’t have the cash to put 20 percent down on the mortgage.

Yes, we know that 20 percent is “so yesterday,” but the general public is still operating under this illusion, specifically first-time buyers.

In fact, according to a NerdWallet.com survey, 44 percent of Americans think that the 20 percent down payment figure is written in stone.

Sadly, the respondents who don’t currently own a home said that what’s holding them back is the lack of this large down payment.

It’s safe to say that the down payment is one of the biggest obstacles to home buying today. And, it doesn’t have to be.

Get the word out to renters that there are various first-time homebuyer programs that many can qualify for.

We rounded up four that we think agents should bone up on.

1. Fannie Mae’s 3-percent-down mortgage

Launched a few years ago, Fannie Mae’s Conventional 97 is a brilliant alternative to the FHA-backed loan. In fact, it is “among the most in-demand programs for today’s homebuyers,” according to Dan Green at TheMortgageReports.com.

Conventional 97 is what FHA used to be — ideal for both the first-timer and repeat homebuyer who lacks a large down payment. While borrowers are still required to purchase mortgage insurance, the premiums “are usually less expensive than those of comparable FHA home loans,” according to Green.

*4 Mortgage Options*, Direct Response Report, **Click Here**

Best of all, according to Tim Lucas, editor at MyMortgageInsider.com, borrowers can qualify with scores as low as 620, and “gift funds can be used for the down payment and closing costs.”

Speak with your preferred lender to learn more about how to sell this to potential homebuying clients who think they can’t afford the down payment for a home.

2. Freddie Mac HomeOne℠ loan

If your preferred lender isn’t among those conventional lenders approved to offer the HomeOne loan from Freddie Mac, it’s time to add another to your vendor list.

Like Fannie Mae’s loan, it allows you to help your eligible first-time homebuyers achieve the dream of homeownership.

Features include:

No income limits
No geographical limits
Allows for the purchase of a single-family home, condo or townhome

Buyers are required to have at least 3 percent for a down payment and a credit score of at least 620. If first-time buyers, borrowers must agree to attend a buyer education course.

Naturally, there is more to know about Freddie Mac’s HomeOne loan. You can get the details either from your preferred lender or online at SFFreddieMac.com.

3. Freddie Mac Home Possible®

Freddie Mac offers an alternative to the HomeOne loan and that’s the popular Home Possible mortgage. This program is ideal for your lower-income buyers who lack a big down payment and require “flexible sources of funds.”

These sources can be family members, employer assistance “secondary financing and sweat equity,” or a combination of these, according to Freddie Mac’s website.

Your buyer’s qualifying income (on an annual basis) cannot exceed 80 percent of the AMI.

There’s a 3 percent down payment, but unlike other similar programs, a borrower can quality for 105 percent LTV with Freddie Mac’s Affordable Seconds®.

Consider mentioning Home Possible to your very-low to low-income buyers, move-up buyers, and retirees.

4. HomePath Ready Buyer™ program

Another Fannie Mae program, HomePath Ready Buyer, offers 3 percent down payment assistance for qualified borrowers who agree to participate in an online homebuying course and then purchase a HomePath property.

The bonus for agents whose clients use this program is that you end up with a client prepared for the process.

It’s important for you to understand your part in the process as well. Your client will need to request a course completion certificate and then you’ll need to include it when you submit the offer on a HomePath property.

“The request for closing cost assistance must be made at the initial offer in the HomePath Online Offers system,” according to information on the HomePath website.

The website includes the verbiage the buyer’s agent needs to use to make the request for closing cost assistance for the buyer. You’ll find that when you scroll to the bottom of this page.

Your buyer must not have owned a home within the past three years, they must agree to reside in the home as their primary residence and take possession within 60 days of closing.

There are plenty of other programs out there that will help you to assist reluctant buyers who think that they can’t buy without a huge down payment. Learn about them, then use them in your marketing.

Ready to generate some new listings to show your newly converted buyer clients? Launch a Get More Listing Campaign

They’re currently on sale 10% OFF the first month – (sale ends 8/14/21).

Get More Listings Scheduled Campaign (shown above). Learn more, HERE

TO LAUNCH A GET MORE LISTING CAMPAIGN:

Hit “CLICK HERE”, below, to schedule your campaign (from a desktop or laptop computer).

Use promo code: LIST10 to save 10% off the first month.

And, remember, YOU DON’T PAY for each mailing until it actually goes out (cancel or change each mailing up until the night before it goes out).

Launch a Get More Listings Scheduled Campaign now, CLICK HERE!

Please reach out to our support team at 866.405.3638 with questions or if there is anything we can do to help you with your success.

PLUS: When you have time…here are some helpful resources we’ve made available to support your success.

1. The Free 12 Month Done-For-You Strategic Marketing Plan

2. The Free Interactive Real Estate Business Plan

3. Become a Neighborhood Brand

Become branded in a specific neighborhood with a 12X15 marketing piece sent automatically each month to an exclusive carrier route. Watch this video to learn more or Click Here.

4. The Free Real Estate Mailing List Guide

5. Become a Listing Legend Free eBook

6. The Free Online ROI Calculator

7. The Free Real Estate Marketing Guide “CRUSH IT”

The Most Valuable Features to Include on Your Real Estate Website RIGHT NOW

Jul 28, 2021

Once upon a time, the word “value,” in the real estate industry meant only one thing: how much a property is worth.

Today, it also applies to marketing your services. Your “value proposition” tells the world why they should hire you instead of the agent down the street. It’s what you offer potential clients that few others do.

“Unfortunately, many businesses either bury their value proposition in buzzwords or trite, meaningless slogans or don’t bother highlighting it on their site and in their marketing campaigns – or they don’t figure out what it is at all!” according to Dan Shewan at wordstream.com.

We think it’s safe to say that most agents want to succeed and some mimic their fellow agents in the hopes of making that success a reality.

Thus, real estate blog posts end up full of duplicate messaging (“Now is the Best Time to Sell!), overused slogans (“Everything I Touch Turns to Sold!”), and websites are devoid of a value proposition or with one every other agent offers.

Let’s talk about the latter—your website.

Figure out what real estate consumers think is valuable

To figure out your value proposition, you need to understand your target client, especially his or her pain points. Your value proposition should quickly explain how your service solves the biggest problem.

Another way to come up with a value proposition is to determine how the benefits of using you as their agent differ from what other agents offer. Do you offer free staging to your listing clients? Discounted commission?

I see that look on your face, but a discounted commission to a listing client is quite valuable, as is free staging or free handyperson service to help get the home ready for the market.

In fact, your entire website should answer a visitors’ needs, from the site loading quickly to fuss-free navigation.

The NAR’s “Home Buyer and Seller Generational Trends” report compiles an annual list of what homebuyers find the most valuable on real estate agents’ websites. Here are the top 5:

Photos of homes for sale and neighborhoods
Detailed information about homes for sale
Floor plans
Virtual tours (not video; those came out near the bottom of the list)
Real estate agent contact information

Your MLS listings will hopefully fulfill the first two wishes. Do you offer floor plans to listing clients? Buyers want them. What about 3-D tours or virtual walk-throughs?

Finally, and it may seem quite basic, but ensure that your contact phone number is at the top of every page on your website.

Stay in Touch With Your Sphere, Effortlessly, With a Holiday Campaign.

They’re Currently on SALE 10% OFF the First Month – FOR 3 MORE DAYS!

Holiday Scheduled Campaign (shown above). Learn more, HERE

TO LAUNCH A HOLIDAY CAMPAIGN:

Hit “CLICK HERE”, below, to schedule your campaign (from a desktop or laptop computer).

And, remember, YOU DON’T PAY for each mailing until it actually goes out (cancel or change each mailing up until the night before it goes out).

Launch a Holiday Scheduled Campaign now, CLICK HERE!

Please reach out to our support team at 866.405.3638 with questions or if there is anything we can do to help you with your success.

PLUS: When you have time…here are some helpful resources we’ve made available to support your success.

1. The Free 12 Month Done-For-You Strategic Marketing Plan

2. The Free Interactive Real Estate Business Plan

3. Become a Neighborhood Brand

4. The Free Real Estate Mailing List Guide

5. Become a Listing Legend Free eBook

6. The Free Online ROI Calculator

7. The Free Real Estate Marketing Guide “CRUSH IT”

Considering the Luxury Real Estate Niche? Here’s How to Dive In

Jul 27, 2021

In even the smallest real estate markets, at least one agent has carved out a lucrative niche by specializing in luxury properties.

After a time, this agent (or these agents) become so entrenched and established in the niche that other agents tend to think they couldn’t possibly compete.

Yes, it does require a somewhat hefty marketing budget and a whole lot of tenacity, but it is possible to be your market’s next luxury home specialist.

Don’t ignore the realities

Listing luxury homes is vastly different than listing tract homes. Sure, your seller will fill out the same forms as her tract home neighbor, but that’s just about where the similarities end.

Specializing in luxury real estate isn’t a fake-it-until-you-make-it process. You’ll need to understand the affluent, as their wants and needs are significantly different than other homebuyers and sellers. Like getting to know any target market, this is a must.

Marketing the luxury property requires, as mentioned earlier, a robust marketing budget and the knowledge of where your likely clients hang out so that you can properly target that marketing.

There is a shortcut, however: find a mentor.

I see you cringing. “I’ve been an agent for 15 years and you want me to tag along with someone else for a couple of months?”

Yes, we do, at least if you want to take the shortcut to those very nice commission checks.

If you’re lucky enough to secure a “sure, I’ll mentor you,” be prepared to soak up every last drop of knowledge, from how he or she runs the business and determines value on luxury property to going along on listing presentations and being present for contract negotiations.

Oh—and ask questions. Lots and lots of questions.

Luxury Postcards shown above, see more, HERE

Pricing the luxury home

If you decide to take the DIY route, you’ll have a steep learning curve ahead of you.

Coming up with an appropriate list price may be one of the more challenging aspects. Luxury homes quite often don’t have comps.

Before attempting to compile a CMA for a luxury property it’s important to know as much as possible about every home in the surrounding area, according to Beverly Hills luxury agent David Kean of David Kean & Associates.

I spoke with Kean a few years ago about what he would recommend to agents seeking to enter the niche. Kean said that he tours every new luxury property listing as it comes on the market.

Then, when he is compiling an evaluation, he has actually seen the comps, first-hand so he is better able to compare apples to apples.

Setting a suggested list price is but one challenge when beginning your career in luxury real estate. Getting to know your most likely clientele and building a marketing budget and a vendor team are others.

You’ll find some tips for newbies and seasoned luxury agents at luxurylistingspecialist.com.

Keep in touch with your sphere year-round the easy way, launch a Holiday Campaign in just minutes.

They’re currently on sale 10% OFF the first month – (sale ends 7/31/21).

Holiday Scheduled Campaign (shown above). Learn more, HERE

TO LAUNCH A HOLIDAY CAMPAIGN:

Hit “CLICK HERE”, below, to schedule your campaign (from a desktop or laptop computer).

Use promo code: HOLIDAY10 to save 10% off the first month.

And, remember, YOU DON’T PAY for each mailing until it actually goes out (cancel or change each mailing up until the night before it goes out).

Launch a Holiday Scheduled Campaign now, CLICK HERE!

Please reach out to our support team at 866.405.3638 with questions or if there is anything we can do to help you with your success.

PLUS: When you have time…here are some helpful resources we’ve made available to support your success.

1. The Free 12 Month Done-For-You Strategic Marketing Plan

2. The Free Interactive Real Estate Business Plan

3. Become a Neighborhood Brand

Become branded in a specific neighborhood with a 12X15 marketing piece sent automatically each month to an exclusive carrier route. Watch this video to learn more or Click Here.

4. The Free Real Estate Mailing List Guide

5. Become a Listing Legend Free eBook

6. The Free Online ROI Calculator

7. The Free Real Estate Marketing Guide “CRUSH IT”

2 Easy Ways to Raise the Bar in Real Estate

Jul 22, 2021

While many agents are working hard to redeem and protect the real estate profession’s good name.

Consumers seem to have a never-ending list of complaints about some real estate agents demonstrating a lack of honesty and integrity.

Take the REALTORS® Code of Ethics (1-3), for instance: “REALTORS®, in attempting to secure a listing, shall not deliberately mislead the owner as to market value.” Yet how many times a month do you hear about an agent who tried to buy a listing?

Read on for two simple tips to raise the bar in real estate.

1. Apply professional ethics to even the small stuff

If a house is the size of a shoebox, it isn’t “cozy.” Yet, for some reason, that word is too frequently used to describe these homes.

Exaggerating, obfuscating, and withholding the truth in listing information is unethical and it ticks off real estate consumers. Jay MacDonald, writing for Bankrate.com, calls these “lying listings.”

He tells a story about an agent in Michigan who showed his clients a home described in the listing as a “stunner.”

“The only thing that would ‘stun’ anybody about the house was how bad the previous owner did the work to ensure that every room would need to be redone. I don’t know what was going through the listing agent’s mind to say that.”

It’s frustrating for both the buyer and the buyer’s agent to have relied on a listing’s description to take the time to visit such homes. Too much frustration leads to anger and then the entire industry ends up with a black eye.

2. Be responsive

Enter the following phrase into Google: “real estate agents don’t return phone calls.” The titles of the results are embarrassing:

“Home Buying: How do you handle agents not returning calls?”
“6 Signs of a Crummy Real Estate Agent.”
“What is it with agents not returning phone calls?”

There’s even an instructional video for agents titled “Returning Phone Calls for Real Estate Agents.”

This is arguably the most common complaint against real estate agents. Sure – it doesn’t apply to all agents, but again, it’s the bad apples that spoil it for all.

In a California Association of REALTORS homebuyer’s survey, the majority of respondents said they chose the agent that was the “most responsive.”

Many of these buyers said they were willing to wait 30 minutes for a return call. Sadly, only 3% of agents met or exceeded this expectation. Of course, 30 minutes is a heartbeat to a busy agent, but if you are that busy you can most likely hire an assistant to return calls.

Based on the survey above, if you are interested in growing your real estate business it is definitely worth your while to make quick and ongoing communication a number one priority.

Stir Up More Listings With a FARM Fence Sitter Campaign.

They’re Currently on SALE 10% OFF the First Month – FOR 3 MORE DAYS!

FARM Fence Sitter Scheduled Campaign (shown above). Learn more, HERE

TO LAUNCH AN FARM FENCE SITTER CAMPAIGN:

Hit “CLICK HERE”, below, to schedule your campaign (from a desktop or laptop computer).

And, remember, YOU DON’T PAY for each mailing until it actually goes out (cancel or change each mailing up until the night before it goes out).

Launch a FARM Fence Sitter Scheduled Campaign now, CLICK HERE!

Please reach out to our support team at 866.405.3638 with questions or if there is anything we can do to help you with your success.

PLUS: When you have time…here are some helpful resources we’ve made available to support your success.

1. The Free 12 Month Done-For-You Strategic Marketing Plan

2. The Free Interactive Real Estate Business Plan

3. Become a Neighborhood Brand

4. The Free Real Estate Mailing List Guide

5. Become a Listing Legend Free eBook

6. The Free Online ROI Calculator

7. The Free Real Estate Marketing Guide “CRUSH IT”

SURVEY SAYS! What Marketing Matters MOST to Real Estate Agents

Jul 15, 2021

There is nothing more important to us than helping real estate agents succeed. We continually work to discover new ways to make your work life easier and more effective.

This is why we conduct ongoing surveys, to find out what aspects of real estate marketing are most important to you for your success.

Below are the results of our recent nationwide survey revealing how agents across the country weigh in on all aspects of real estate marketing.

The results may surprise you.

Survey Question #1. How Close are you to Achieving Your Income Goals for This Year?

Survey Question #2. Where do you Focus Most of Your Marketing/Lead Generation Efforts?

Survey Question #3. How Many Contacts in Your SOI Do You Communicate With on a Monthly Basis or More?

Survey Question #4. How Much Do You Spend Per Month on Marketing and Promotion?

Survey Question #5. Which Niche Markets Have You Targeted With the Most Success?

Survey Question #6. What Marketing Challenges Consume Most of Your Time?

Survey Question #7. If You Were Guaranteed 3 Extra Closings a Year From a One-Year Scheduled SOI Campaign, or Your Money Back, Would You Do it?

Survey Question #8. Do You Know How Many Contacts You Should Have in Your SOI Based on Your Income Goals?

The Free Online SOI Calculator

To learn how many contacts should be in your Sphere of Influence based on your income goals, try the Free Online SOI Calculator now, CLICK HERE

The SOI Scheduled Campaigns “3 Extra Closings a Year” Guarantee

Statistics show that 66% of the business generated by top agents comes from family, friends, close acquaintances, and referrals generated by the first 3 groups.

Consistently marketing to these groups is the key to the growth of your real estate business.

A Scheduled SOI Campaign does this while freeing up time for more important tasks like listing appointments & closings.

Our 3 Extra Closings a Year Guarantee

We believe so much in the power of Scheduled Campaigns and what they will do for your real estate business we’re offering a guarantee.

Launch a one-year SOI Scheduled Campaign with a minimum of 150 postcards per month and if after one year you haven’t generated 3 extra closings, and have incorporated the Free BusinessBASE, we will refund the money spent on your campaign.

*SOI, Content Card* Scheduled Campaign (shown above). Learn more, **HERE**

With Scheduled Campaigns, YOU DON’T PAY until each mailing goes out (cancel or change up until the night before mailing).

Click the “GO NOW” link, below (from a desktop or laptop computer) to get started.

I’m Ready to Start Growing My Real Estate Business by Launching a Scheduled Campaign – GO NOW

Please reach out to our support team at 866.405.3638 with questions or if there is anything we can do to help you with your success.

PLUS: When you have time…here are some helpful resources we’ve made available to support your success.

1. The Free 12 Month Done-For-You Strategic Marketing Plan

2. The Free Interactive Real Estate Business Plan

3. Become a Neighborhood Brand

4. The Free Real Estate Mailing List Guide

5. Become a Listing Legend Free eBook

6. The Free Online ROI Calculator

7. The Free Real Estate Marketing Guide “CRUSH IT”

Increase Your Marketing ROI Follow the 3 Rules for Direct Mail Success

Jul 13, 2021

Before you launch your next direct mail campaign let’s take a moment to review the three rules for direct mail marketing success.

Choose the right prospect list
Provide a compelling offer
Follow best practices for marketing piece design

Read on to discover how to launch a successful real estate direct mail campaign.

1. Choose the right prospect list

Reaching the right people at the right time is key to the success of any type of marketing, including direct mail. Choosing the people who populate your prospect list is your first job.

To decide who goes on the list, determine your purpose with each direct mail campaign. Are you trying to build brand awareness in a farm area? Generate new clients? Which type, buyers, or sellers? What niche specifically renters, move-up market, baby boomers, fence-sitters, absentee owners, or luxury market (to name a few)?

It’s critical to determine your “why” and “who” before you begin. “Why am I conducting a direct mail campaign? Who do I want to reach?”

Then, laser focus your list to that audience using our targeted prospecting list tools.

Suppose you want buyer leads from a particular subdivision. Sure, homeowners may be thinking of moving, but it’s more likely that those currently renting are the best prospects. NAR states most buyers purchase a home within an average of 15 miles from their previous residence.

Or, you may want to target homes in the subdivision owned by absentee owners but target the tenants living in them with the MapMyMail tool.

2. Provide a compelling offer

The second rule refers to your offer, the second most important aspect of a successful direct mail campaign.

Retailers have an easier time with this one. Offering a percentage off, free shipping or buy-one, get-one-free are all popular.

What about real estate agents? What can you offer that might compel a recipient of their postcards to act?

A free report on the importance of timing your home sale. The direct response report,“Timing is Everything” is ideal.
A free home market analysis.
A Free list of homes for sale under a certain dollar amount or a free list of resources.

If you offer enticing seller services, such as free home staging or a free pre-sale home inspection, by all means, play that up as your offer.

If you don’t offer free services, consider choosing one to use as your offer just for the direct mail campaign.

Keep in mind, however, that the number of hoops you force your prospects to jump through to take advantage of the offer impacts the response rate, according to Bob McCarthy at DMNNews.com.

The more they have to do, the lower the response rate.

3. Direct mail piece design best practices

“One strategy we use to get our highest response rates is to make the offer the centerpiece of the direct mail piece”, McCarthy claims.

Whether you choose to include an image of the free report or use text to describe it, mention it boldly and repeatedly.

Your message (its length and graphic requirements) will determine the medium. Keeping it plain and simple? A standard-sized postcard may do the trick, although jumbo, panoramic and mega-sized postcards stand out in the mailbox which makes for a genuinely lasting impression.

If it’s graphics-heavy and you’ll include substantial copy, using one of the larger postcard sizes (jumbo or panoramic) becomes even more important.

Choose a font that’s easy to scan as people sift through their mail. Many direct mail experts recommend using a sans serif font, such as Arial, rather than Times New Roman or another serif font.

Consider varying the font size throughout the text, with more important items highlighted with a larger version of the chosen font.

Additional design tips to keep in mind include:

Ensure your headline is bold and compelling yet short and specific.
Use lots of white space to make the piece appear to be easily digestible.
Sub-headings help guide the reader through the text.
Use a high-resolution photograph.
Avoid placing text over photos.
Ensure that your offer stands out and that your contact information is easy to find.

To save time, take advantage of our already professionally done-for-you postcard designs covering a variety of niches and topics.

4. Send it out . . . and keep sending

Consistency is key when it comes to sending direct mail to your prospect list. Whether you choose to run your campaign bi-monthly or monthly follow the laws of branding and keep sending.

Market conditions may prompt a change in frequency as well. New listings, just sold-homes, and other real estate news deserve an additional “mention” to everyone in your farm area.

5. Track your results

Tracking your results is vital to your direct mail campaign. One of the most popular methods used by agents is the creation of a dedicated landing page on their websites. The URL should be unique to the campaign so that you’ll be able to learn your exact response rate (number of responses divided by the total number of pieces sent).

Marketing experts vary when quoting an “average response rate” for direct mail. The most recent figure puts it at 9% percent. How close or far you are from that figure depends on how closely you follow the guidelines outlined above.

Ready to Launch a Direct Mail Campaign? Schedule a FARM, Call to Action Campaign in Just Minutes.

They’re currently on sale 10% OFF the first month – (sale ends 7/17/21).

FARM, Call to Action Scheduled Campaign (shown above). Learn more, HERE

TO LAUNCH A FARM, CALL TO ACTION CAMPAIGN:

Hit “CLICK HERE”, below, to schedule your campaign (from a desktop or laptop computer).

Use promo code: ACTION10 to save 10% off the first month.

And, remember, YOU DON’T PAY for each mailing until it actually goes out (cancel or change each mailing up until the night before it goes out).

Launch a FARM, Call to Action Scheduled Campaign now, CLICK HERE!

Please reach out to our support team at 866.405.3638 with questions or if there is anything we can do to help you with your success.

PLUS: When you have time…here are some helpful resources we’ve made available to support your success.

1. The Free 12 Month Done-For-You Strategic Marketing Plan

2. The Free Interactive Real Estate Business Plan

3. Become a Neighborhood Brand

Become branded in a specific neighborhood with a 12X15 marketing piece sent automatically each month to an exclusive carrier route. Watch this video to learn more or Click Here.

4. The Free Real Estate Mailing List Guide

5. Become a Listing Legend Free eBook

6. The Free Online ROI Calculator

7. The Free Real Estate Marketing Guide “CRUSH IT”

New Agent University: Use Caution When Referring Vendors to Clients

Jul 8, 2021

The first steps in starting a new business are akin to trying to take a sip of water from an open fire hydrant. The number of tasks the new agent must undertake to assure success added to the learning curve can be somewhat overwhelming.

At some point, someone will recommend that you compile a vendor list. This list includes tradespeople that you will refer to clients, such as:

Stager
Home inspector
Cleaner
Landscapers
Pest inspectors
Contractors
Painter
Plumber

You get the idea, right?

Most agents refer to these folks as “vendors,” but we’ve also seen them referred to as “affiliates.” We think the latter better reflects their relationship to you. After all, they are an extension of your brand and your real estate business.

Their customer service, or lack of, will reflect on you

One agent we spoke with told us a story about his early days in real estate. He put together a vendor list based on recommendations from another agent. His first listing was a lovely home that needed new flooring and the owner was amenable to having luxury vinyl plank installed before the listing went live.

The flooring contractor he was referred to by his fellow agent claimed 30 years of experience in the flooring installation business so he felt confident in referring him to his client.

Big mistake.

The job was botched, from start to finish. Our agent’s client sent photos to the agent of floor planks with gaps between them, broken planks glued in place with caulking, ragged cuts and flooring glue spread throughout the home.

The entire floor would need to be pulled up and, since it was glue-down vinyl, there was no guarantee the planks could be reused.

It turns out that our veteran flooring contractor left the job in the not-so-capable hands of two trainees, without his supervision.

Needless to say, our agent friend was horrified and his client took the botched job out on him.

It’s crucial to carefully vet anyone that you will be referring to clients. Don’t rely on just one interview. Check the person’s references, read Yelp and BBB reviews, check with the state contractor’s board to vet those vendors whose craft requires a license.

Finally, check each vendor’s social media pages. Yes, it sounds a bit like stalking, but it’s not. It is basic due diligence and required if your reputation and trustworthiness is on the line.

Set a reminder to re-vet your vendor list every six months or so.

Don’t stop there

Call anyone to whom you refer a vendor to follow up. Ask how the job went and ask if they would hire that particular vendor in the future. Negative reports should be run by your vendor to get his or her side of the story.

Never remain loyal to a vendor that does subpar work or provides less-than stellar customer service to your clients. If you feel even a smidge of discomfort with any of your vendors, rethink referring them.

Your professional reputation is on the line so be scrupulous when vetting vendors for your referral list.

SOI Animal Series Campaigns are Currently on SALE 10% OFF the First Month – FOR 3 MORE DAYS!

SOI Animal Scheduled Campaign (shown above). Learn more, HERE

TO LAUNCH AN SOI ANIMAL CAMPAIGN:

Hit “CLICK HERE”, below, to schedule your campaign (from a desktop or laptop computer).

And, remember, YOU DON’T PAY for each mailing until it actually goes out (cancel or change each mailing up until the night before it goes out).

Launch an SOI Animal Scheduled Campaign now, CLICK HERE!

Please reach out to our support team at 866.405.3638 with questions or if there is anything we can do to help you with your success.

PLUS: When you have time…here are some helpful resources we’ve made available to support your success.

1. The Free 12 Month Done-For-You Strategic Marketing Plan

2. The Free Interactive Real Estate Business Plan

3. Become a Neighborhood Brand

Become branded in a specific neighborhood with a 12X15 marketing piece sent automatically each month to an exclusive carrier route. Watch this video to learn more or Click Here.