Level Up: How to Go From Farmer to Market Maker

Jul 8, 2020

I recently spent some time talking to Todd Robertson, Director of the Market Dominator, about how agents are relying on their farms even more to keep business going during the pandemic. Todd shared some new and exciting things he’s doing to help agents level up and go from farmer to market maker.

Farming a geographic area is a time-tested, proven method for achieving new listings and referrals. Yet Todd says for many agents insecurities over what to send, how often to send it, and how to budget stops them from taking advantage of this real estate game-changer.

Those who understand the power of farming forge ahead putting systems in place, cultivating and developing lucrative relationships over time.

This results in branded awareness that keeps their name at the forefront when someone is ready to buy or sell or knows someone who is and it’s that agent who receives the call.

“These agents understand the key to successful farming is consistent marketing that allows them to stand out from the pack,” says Todd.

“I believe this is why the Market Dominator is such a popular marketing tool for agents. It’s a content-rich marketing piece, automatically sent every month, that’s literally larger-than-life”.

“And, I’m not kidding when I say larger-than-life,” Todd exclaimed, “At 12×15 in size, the Market Dominator is the largest legal size allowed by USPS. It’s a mailbox show stopper that can’t be ignored”.

That combined with content designed by industry professionals, the use of budget-friendly EDDM, and carrier route exclusivity is what Todd says makes the Dominator an agent favorite.

The leap from Farmer to Market Maker

Although the Market Dominator has been incredibly well received by agents, Todd said the current climate got him thinking it was time to do more.

With certain parts of the country just opening up again, it left many agents with only six months of 2020 to hit their annual goals. Todd said this knowledge caused him to go back to the drawing board to come up with a way to help agents level up during this remaining time.

And he found an answer. He decided to help agents go from successful farmer to market makers.

Instead of them following the traditional agent path of matching buyers and sellers, listing by listing, Todd’s helping them find a way to truly control their market and explode their growth.

He says they’ve added a new valuable resource to the Market Dominator by providing agents with a Renter Prospect List from within or around their carrier route (at no cost to the agent).

And, they’re also going to pay for the first campaign out to this renter prospect list using postcards from the Rent By Numbers Series.

“Offering this additional tool is the ultimate progression for an agent who wants to truly begin to control their market,” says Todd.

Now they’re starting to cultivate relationships with some of the very people who will be interested in buying homes in their carrier route.

“Imagine how your listing appointment will go when you show an area map of potential buyers you’ve been communicating with to the homeowners,” says Todd.

“How powerful is that?” Todd continued, “Regardless of who else is competing for this listing, they can’t win. You’ve shown up with potential buyers in hand”.

Telling a homeowner you’ve already been looking for their home’s buyer for months is a strong statement. Especially considering there’s a high probability that their home’s buyer is on this list.

While other agents are discussing what they’ll do to find a buyer once the listing agreement is signed, todd says you stand alone because you’ve already done the work.

To learn more about the Market Dominator, watch this excerpt from a recent Q&A Todd did below.

For additional questions, you can reach Todd at 866-405-3638 or Todd.Robertson@prospectsplus.com or go to Market Dominator for more information. To download Todd’s book, “Become a Listing Legend”, scroll down it’s available under Free Resources, below.

If you’re interested in generating your own Renter Prospect List to market to in your Farm click here from a desktop computer to get started or watch the video below to learn how.

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

1. The Free Real Estate Mailing List Guide

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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

2. The 12 Month Done-For-You Strategic Marketing Plan

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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

3. The Free One-Page Real Estate Business Plan

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Treat your business like a business it is vital to long-term success in this industry. Some agents may put together elaborate business plans, yet there’s something powerful about keeping it simple. Check out our one page Online Real Estate Business Plan. – Click Here

4. Become a Listing Legend Free eBook

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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

5. The Free Online ROI Calculator

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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

6. The Real Estate Marketing Guide “CRUSH IT”

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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

Time to Bring Your Real Estate Closing Gifts to the 21st Century

Jul 6, 2020

Nope. Not another debate about whether or not to gift your clients at closing. Just a polite plea to change up what you’re gifting.

You’ll find what seems like endless advice online about closing gifts. The most popular suggestions include cutting boards (right?), gift cards, welcome mats and knives.

I think we can all agree that anything with your logo, face or other branding is a giant “no way!” Those are gifts that end up in the trash, the closet or at the local thrift shop.

So, what’s a modern, thoughtful closing gift?

“That’s going to depend a lot on the price point of the listing and your relationship with your clients,” according to Emile L’Eplattenier at TheClose.com.

And, we might add, your budget.

You’ve just spent at least 30 days getting to know these people, so we’re hoping you have some sort of clue as to what they like, need or want when they move into their new place.

If you’re stuck, read on — we rounded up some gifts that agents are giving at closing that we think are both memorable and trendy.

*Thinking of You* postcard from the *Customer Appreciation Series*

Get them on the road to a smart home

There are so many cool and useful smart home gadgets on the market now. From the basics, like an Amazon Echo or Google Assistant to a smart thermostat, doorbell or door lock, any would please the new homeowner.

Get ideas by checking out Amazon’s most popular smart home tech:

Echo Dot (3^rd generation)
Smart home cameras with night vision
Indoor security cameras
Ring doorbell
Nest Learning Thermostat
Smart light switch
Smart sprinkler system controller
Smart meat thermometer

For the cash-strapped agent – Give a home management app

Billed as “The All-In-One Home Management App,” the folks at Centriq have nailed the gifting decision process for those agents on a tight budget.

This app promises to help your clients “… troubleshoot, operate and maintain …” their homes. The process sounds easy as well.

“Just snap a picture of the appliances, electronics, and tools in your home. We’ll add the user manuals, warranties, how-to-videos and more.”

For $7.95 per client, annually, the app will display your branding and it offers a “dedicated management dashboard,” among other goodies.

Check out the agent plan at mycentriq.com.

Bling for the newly-minted luxury homebuyer

The luxury home client’s gift may not look anything like that you purchase for the starter home client. And, luxury homebuyers can be further divided by newly-wealthy or old money when it comes time to choose a closing gift.

“Those who are new to wealth tend to flaunt it,” according to Winston Chesterfield, the founder of Barton Consulting. The old-money types prefer “experiential gifts,” according to the editors at RobbReport.com.

How about something to hold the keys to the new home, like a key ring from Tiffany & Co.?

Old monied client? Consider gifting him/her with a book

When billionaires gift their billionaire friends, they usually choose an “experiential gift,” according to Harry Cheadle at Vice.com. Agents with deep pockets may get some ideas by reading Cheadle’s blog post.

Agents on a budget can’t go wrong with the careful selection of a book as a closing gift, according to Cheadle. Especially if that book is the biography of a successful person.

No, books aren’t particularly trendy, but Steve Seibold, author of “How Rich People Think,” says that one of the first things we’ll notice when we enter a wealthy person’s home is “an extensive library of books they’ve used to educate themselves on how to become more successful.”

“As long as that book is not attacking them and their way of life, they would value that gift and they would see that gift for an intelligent gift,” according to Chesterfield.

Some clients are a cinch to buy for while others may take some thought. Hopefully, these ideas will set you on the path to finding that just-right closing gift.

Send the Thank You: Big as a House postcard from the Customer Appreciation Series to your past clients.

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

1. The Free Real Estate Mailing List Guide

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

3. The Free One-Page Real Estate Business Plan

4. Become a Listing Legend Free eBook

5. The Market Dominator Branding System

Become branded in a specific neighborhood with a Mega AMrketing piece sent automatically each month to an exclusive carrier route. Watch this excerpt on the Market Dominator from a recent Q&A Todd Robertson (Director of the Market Dominator) did below.

For additional questions, you can reach Todd at 866-405-3638 or Todd.Robertson@prospectsplus.com or go to Market Dominator for more information.

6. The Free Online ROI Calculator

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

Ready to LEVEL UP? Check Out the FREE Online Master Marketing Magazine For Ideas!

Jun 29, 2020

LOOK INSIDE: For a FREE Report & Mailing List Download

Catapult your real estate business to the next level during the 2nd half of 2021 with strategies from the online Master Marketing Magazine!

It’s Chock Full of Valuable Content Like,

The 50 people to add to your sphere to get more referrals
7 local market opportunities in your area right now
How to prove you’re the neighborhood expert & dominate
Go from one new listing to becoming a market maker
How to use Direct Response Reports to get more listings
How to uncover a goldmine with absentee owners
And, more…

Check it out, click the “GO NOW” button below

GO NOW

Want More Referrals? Stay connected to your Sphere with a Content Card Campaign.

It’s currently on sale 10% OFF the first month – sale ends 7/3/21.

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

TO LAUNCH AN SOI, Content Card CAMPAIGN:

Hit “CLICK HERE”, below, to schedule your campaign (from a desktop or laptop computer). Use promo code: CONTENT10 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 an SOI, Content Card 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

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 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”

Ride the “Silver Tsunami” of Baby Boomers

Jun 24, 2020

COVID-19 has changed much of what used to be considered “normal life.” In cities that have relaxed restrictions, dining out may involve having your temperature taken at the door. Shopping may require that you wear a mask and follow arrows pasted on the floor, directing traffic.

The future is at the top of many minds. Even if the world recovers from this pandemic, and gets back to normal (or something close to it), the lessons we’ve learned will be forever ingrained in our consciousness.

Home, family, taking care of our health – have all become even more important.

While the real estate market appears to be very much like it was before the pandemic’s outbreak, with low interest rates luring buyers into the market and home values holding steady, attitudes of real estate consumers have changed.

We are told to expect an exodus from the cities to the ‘burbs and perhaps even rural areas. The downsizing craze is over, we’re told, and homebuyers want more square footage. Outdoor spaces and specialty rooms (office, gym, etc.) are on the lists of those buyers who can demand them.

Most of all, many Americans who were isolated by distance from family during the lockdown, crave closeness.

*Life Event Series, Changing Needs* postcard

Especially older Americans and most especially those who live alone.

While one of the primary reasons baby boomers sell their homes is so that they can move closer to their adult children or friends (23.5% according to the NAR), we think the social distancing we’ve endured will see many, many more choosing this option.

Boomers in the real estate market

Older homeowners naturally have more equity in their homes, according to NAR’s 2020 Generational Trends report. The average equity earned of sellers age 22 to 54 is nearly $45,000. Baby boomer sellers, on the other hand, have, on average, $74,300 in equity.

The homes they will sell have at least three bedrooms and 2 bathrooms (many, however, boast three bathrooms). While on the market, boomer homes experienced far fewer price reductions than the homes of younger sellers.

More than one-fourth of younger boomers have lived in their homes for 21 years or longer, while 35% of older boomers can say the same.

Younger boomers who purchased another home after selling their current home chose a slightly smaller home, while older boomers, on average, chose slightly larger homes.

Finally, baby boomers make up nearly half (46%) of the seller’s market.

How to reach this group of home sellers

Boomers love YouTube. But, before you race out to create real estate videos for this demographic you need to understand that they probably won’t watch them.

Their use of YouTube is as a sort of TV-on-demand platform. According to data from Think with Google, the most-watched categories by boomers include “… entertainment, music, and news.”

The best way to reach this cohort and engage with them is on Facebook. Pursuing organic reach, however, may be futile, according to BigCommerce.com.

*Life Event Series, New Memories* postcard

“With organic Facebook reach hovering somewhere between two and four percent, many brands struggle to gain impressions and engagement on the platform,” according to the site’s Ethan Giffen.

The solution, he says, is Facebook ads. Yes, they cost money. But it’s one very effective way to reach the group that has a higher net worth, is most likely to want to move and sells more homes than any other.

OK, so maybe Facebook ads are a bit pricey for your budget right now. Consider direct mail as a budget-friendly, highly effective alternative.

This is a generation who grew up with mail as a major form of communication to friends and family. They still enjoy receiving mail and are more likely to read what they receive than the younger generations.

But you need the right message

To send the right message requires that you know your audience. Earlier we gave you a bit of insight into their real estate habits. But to effectively market to the group requires digging deeper. Baby boomers, by and large are:

Active
More internet savvy than they’re given credit for
Independent
Not “old”

In fact, dump the word “senior” when referring to this group. Use “baby boomer” or “older American” if you must. While not all are offended by the term “senior citizen,” many are.

Overall, they value useful information. This might include local market activity, a CMA, news on mortgage rates and helpful home maintenance tips.

Get to know baby boomers’ interests by visiting aarp.org, nextavenue.org, and everythingzoomer.com.

*Life Event Series, Time For Play* postcard

Send the Time For Play postcard from the Life Event Series to your Baby Boomer Prospect List.

Need help targeting this specific niche of sellers? Use our Demographic Search Tool to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

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

1. The Free Real Estate Mailing List Guide

2. The 12 Month Done-For-You Strategic Marketing Plan

3. The Free One-Page Real Estate Business Plan

4. Become a Listing Legend Free eBook

5. The Free Online ROI Calculator

6. The Real Estate Marketing Guide “CRUSH IT”

What Financial Lessons Did You Learn During Lockdown?

Jun 19, 2020

If you think that nobody foresaw the economic and emotional turmoil that the pandemic of 2020 has wrought, think again.

A Netflix series, filmed in 2019, not only predicted a pandemic but narrowed it down to a coronavirus. To say a series titled, “Pandemic: How to Fight an Outbreak” was prophetic would be an understatement.

Unfortunately, we’re not virologists, pulmonologists, chief science officers nor do we work in the Special Pathogens Program, so we had no clue what was coming.

Now that we’re knee-deep in it, with a few weeks or months of not generating income, we’ve learned some hard, financial lessons.

To avoid them in the future, we’ve rounded up some of the best advice we could find.

*Quote Series*, *Travel the World* postcard

Do you have a business continuity plan?

Because agents are small business men and women it amazes me how many lack a business plan, or don’t consult the one they have.

The business plan is the roadmap for your business and should contain a continuity plan (or, “Plan B,”) for slow periods. Pay close attention to the marketing section of the plan during this planning.

Marketing should be one of the last tasks to cut, yet many agents slash it completely when times are tough.

If you need help compiling a business plan, check out our Free One-Page Business Plan.

Then, ensure that it contains a continuity plan – a document that details how your business “… will continue operating during an unplanned disruption …,” according to the pros at IBM.com.

Ensure your plan accounts for a short-term economic slowdown as well as a major downturn.

How’s that emergency fund?

Good for you if you have one. Many Americans don’t. “By saving anywhere from three to six months of expenses (expert recommendations vary), an emergency fund cushions a sudden reduction or stoppage in income and gives breathing space,” according to Utpal Dholakia Ph.D., at PsychologyToday.com.

Start small, if you must, but direct a certain percentage of each commission check to a dedicated emergency fund savings plan. You do it for your quarterly tax payments, right? Do the same for you and your family.

Keep filling the pipeline

Now that you have a business plan you should be able to easily identify your marketing budget in a “Plan B” scenario.

The least you should do under these circumstances is keep in touch with your Sphere, but it’s important to keep filling the pipeline with new leads as well.

Yes, money is tight right now, but it’s possible to do some pretty stellar marketing at very low cost. Check out our Real Estate Marketing on a Tight Budget blog post for ideas.

Keep your marketing messages (to both your sphere and pipeline) more helpful than salesy and as uplifting as possible. Yes, show your expertise, but in a low-pressure way.

Need some ideas for topics?

Local real estate market trends. Check out the COVID Looking For Listings Series.
Rekindling family time (stuff families can do at home to stave off boredom). Check out the COVID At-Home Series, Family Activities postcard.
Anything having to do with gardening (the nation’s new favorite pastime). Check out the COVID At-Home Series, Gardening Fun postcard.
Binge-worthy movies
Recommend some of your favorite books
Send uplifting quotes. Check out the Quote Series of postcards.
Address the changes in mortgage lending standards
Recommend some DIY projects to stay busy. Check out the COVID At Home Series, Organize Your Kitchen postcard.

Lockdowns are easing at various rates across the country and agents are getting back to work.

Don’t forget the financial lessons we’ve all learned during the crisis. Be prepared for anything.

Send the Not How Much postcard from the Quotes Series to your Sphere.

Let them know they’re in you’re thoughts.

Need help targeting a specific niche of buyers or sellers? Use our prospect list tools to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

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

1. The Free Real Estate Mailing List Guide

2. The 12 Month Done-For-You Strategic Marketing Plan

3. The Free One-Page Real Estate Business Plan

4. Become a Listing Legend Free eBook

5. The Free Online ROI Calculator

6. The Real Estate Marketing Guide “CRUSH IT”

Didn’t Prospect During the Lockdown? Here’s How to Get Started From Zero

Jun 15, 2020

I read something interesting today, an informal survey of agents was conducted by a leading real estate website and they found that, of those who continued trying to generate leads at the height of the COVID-19 crisis, many had success with the following methods:

Nearly half of the 51% of agents making calls to their sphere achieved new business.
A quarter of the agents surveyed used social media to keep in touch with the folks in their database and 35% of them stated they generated new business.

While these two methods weren’t as successful as direct mail marketing, the numbers are impressive. What it really shows is that those agents who chose to remain active, even while sheltering in place, were rewarded.

*Home Values* postcard from *Post-Pandemic Series*

It’s also safe to say that those who decided to use the lockdown as a time to binge movies and food will start at ground zero when their market’s restrictions are lifted.

If you’re among the latter, and you’re struggling, let’s look at a tip to get you off and running as quickly as possible.

Get back to basics

Rightmove, an online real estate portal based in the UK, saw its “busiest day on record,” with 6 million visitors, just two weeks after England eased restrictions on the real estate industry.

These buyers weren’t looky-loos, either, but actually contacting real estate agents at a rate nearly 20 percent higher than this time last year, according to Liz Lucking at MansionGlobal.com.

Here in the U.S. the story is much the same. The new-home industry, for instance, is quite healthy, according to a survey conducted by John Burns Real Estate Consulting. According to the builders surveyed, new home sales in May were up 21% from this time last year.

Existing homes are feeling the homebuyer love as well. According to ShowingTime.com, weekly home showings (as of June 4) are right back where they were at this time last year.

*Mortgage Rates* postcard from *Post-Pandemic Series*

So, how does the agent who stopped marketing and who stopped engaging on social media during the height of the pandemic’s spread, quickly get on track to reel in some of this business?

Get back to basics.

I’m not referring to the “marathon” lead gen techniques that require a long-term strategy. This is about the sprint – some quick, basic strategies to get the leads you need right now.

Those leads are right there, in your CRM

If you didn’t clean up your CRM during lockdown, you’ll need to work around the duplicates and the missing information.

Starting with a phone call to check in is a brilliant idea, even if you only call those in your sphere. Tell them you’re reaching out to see how they’re faring and if there’s anything you can do for them.

Then, figure out how you’ll stay in touch, with every single person in your database, consistently, over the weeks and months to come.

While reaching out on social media is always a good idea (even if it’s just a response to something they post), vary your “touches.” Email newsletters, direct mail newsletters or other direct mail marketing pieces will help you get back to the top of their minds.

Consistency will help you stay there.

Tip: When you do speak directly with someone, get the information you need to fill in the blanks in your CRM.

We’re wishing you a prosperous summer real estate selling season!

*Buying and Selling* postcard from *Post-Pandemic Series*

Send the Buying and Selling postcard from the Post-Pandemic Series to your Sphere and Farm or an area where you want more listings.

Need help targeting a specific niche of buyers or sellers? Use our prospect list tools to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

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

1. The Free Real Estate Mailing List Guide

2. The 12 Month Done-For-You Strategic Marketing Plan

3. The Free One-Page Real Estate Business Plan

4. Become a Listing Legend Free eBook

5. The Free Online ROI Calculator

Do you have a post-pandemic real estate plan?

Jun 8, 2020

Still hunkering down or has your market finally figured out that real estate agents are “essential”?

Congrats if you’re back at work and actually bringing in business. This blog post is for those who are either struggling to generate leads or still on lockdown.

“This too shall pass” is something I find myself thinking repeatedly, every day, during my self-quarantine and I’m hoping you do the same. It will pass. Before you know it, we’ll be looking back on the Pandemic of 2020 as a blur.

Meanwhile, when we’re finally let loose, you’ll need a plan – sort of like the one you make at the end of each year.

Let’s take a look at three steps you can take right now to get ready to take on a post-pandemic real estate market.

Step 1 – Reflection

Take some time to look back on your business, pre-pandemic. Start with the money aspect. How much did you make in the 6 months or so leading up to the lockdown? Were you where you needed to be? Were you able to stay on budget?

Which activities generated the leads that led to those commission checks? Which activities are a waste of time and/or money?

Then, figure out how many times the successful activities were repeated before they worked. For instance, X number of postcards mailed resulted in Y leads, which resulted in [number of] transactions, totaling $Z.

While income is the final measure of your progress from period-to-period, it’s a useless figure if you don’t also examine which activities generated the money.

Step 2 – Being organized is being in control

Now that you know where you stand financially and which activities to resume and which to kick to the curb, it’s time to take a look at the systems you use to keep you on track.

Just as you did with your lead generation techniques, think about the systems you use – your CRM, etc.

Think about each system or process and ask yourself:

Does it provide consistent quality?
Does it save time?
Does it help simplify your business life?
Is it efficient?
Does it lack qualities that you need?

With the right systems in place you should be able to delegate the work to anyone (an assistant, partner, etc.) and receive the same high-quality customer service results.

Overall, your systems should save you time and help grow your real estate business. If they don’t, it may be time to reconsider their use and find something new.

Which systems should you be using?

“Theoretically, you can have a real estate system for every aspect of your business,” according to Bridget James at LCA. “From prospecting to closing gifts. Even down to the proper way to make a pot of coffee for the office.”

For this post-pandemic planning session, however, stick to focusing on the systems that carry the bulk of the workload, like your CRM, for instance. And do read the Lab Coat Agents article for tips on how to create the systems you need.

Some basic systems to consider include:

Checklists – Checklists are a handy tool and you can use them for just about anything. Use them for what to do after you take a listing, the steps you need to take before a listing presentation, what points to cover in a buyer’s consultation, to keep track of lead generation efforts, marketing steps and more.

Automate follow-up – If the fortune truly is in the follow-up, and we believe it is, create a system that will save time when performing this critical task. From drip-email campaigns to direct-mail, concentrating on your follow-up strategies is imperative.

Then, there’s you

Here’s the conundrum: being productive makes us feel good, but we need to feel good – to be in the right mindset – to be productive.

We get it. Focus – the ability to concentrate, on work especially — is yet another casualty of the pandemic for many of us.

One tip we’ve learned from productivity experts is to maintain a daily work schedule. Sure, it may look nothing like January’s schedule. Your workday may be a lot shorter, you may not have showings or listing appointments.

But you still need to generate business, nurture your sphere and work on those parts of your business that became neglected during busier times.

Build your work schedule around the time of day when you’re typically most productive and most capable of concentrating.

Review your pre-pandemic business, fix what needs fixing, and stick to a daily schedule. Three simple ways to build momentum for the post-pandemic real estate market.

Send the Dedicated postcard from the COVID-19 Series to your Sphere and Farm.

Let them know you’re thinking about them and ready to help.

Need help targeting a specific niche of buyers or sellers? Use our prospect list tools to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

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

1. The Free Real Estate Mailing List Guide

2. The 12 Month Done-For-You Strategic Marketing Plan

3. The Free One-Page Real Estate Business Plan

4. Become a Listing Legend Free eBook

5. The Free Online ROI Calculator

6. The Real Estate Marketing Guide “CRUSH IT”

Get More Listings: Pursue Absentee Owners

May 26, 2020

As various states ease lockdown mandates and life starts to at least minimally resemble what it used to look like, the real estate market is on track to be far better than many had assumed.

No, we probably won’t see the fiery spring real estate markets of yesteryear, but the housing market may just prove to be the bright spot in the economy.

Things have changed, however, from buyer preferences to how homes are shown. Have you vegged out enough on Netflix over the past few months or are you ready for the new world of real estate?

We’ve found a couple of niches that we think will be especially worth your time and effort to pursue in a post-lockdown real estate market. One of these is landlords, aka “absentee owners.”

Who are they?

“There are about 8 million individual landlords in the U.S., those who typically own between one and 10 properties,” according to Diana Olick at CNBC.com.

She goes on to state that these landlords “manage half the rental properties” in the U.S., with 48 million tenants.

Many of these landlords bought their properties between 2012 and 2014. Sure, the big guns (institutional investors) bought then as well, but almost half of investment properties were purchased by the individual landlord – the “Mom and Pop” investor.

Then, in 2018, the share of small investor activity in the housing market soared to 60%, according to Core Logic’s “Home Investor Report.”

Most of the homes these smaller investors buy are starter homes, by the way – in huge demand in the current market, as you well know.

These investors are prime targets, right now, for listing opportunities. Your audience, then, will be landlords who bought investment properties between 2012 and 2018.

Their pain points

The COVID-19 pandemic created a perfect storm of unemployment, closed businesses offering zero jobs to replace those lost and a government financial rescue program that isn’t seeing cash flowing to landlords.

Your audience of absentee owners doesn’t include the REITs with numerous rental properties and quite deep pockets.

Again, they’re the small investors, many living paycheck-to-paycheck, just like the rest of us.

Their biggest pain point right now is how, without rental income, they’ll make their mortgage payments without begging for forbearance and facing a huge payment when it’s all over. That is, if they qualify for forbearance.

In California alone, it’s estimated that 85% of tenants can’t pay their rent in May, according to SpectrumNews1.com.

The news site also claims that “… banks don’t have an obligation to help landlords.”

Even if they are granted forbearance, there are other expenses involved in owning rental property, such a maintenance.

Frighteningly, nearly 60% of small landlords “…said they did not have access to any lines of credit that might help them in an emergency,” according to a March survey conducted by Avail, a rental platform software company.

Ouch.

Thankfully, you can help these people.

What’s in it for you?

I think it’s safe to say that those landlords who bought their property at the bottom of the market (after the Great Recession), and haven’t borrowed against it, are sitting on a ton of equity right now.

And the facts bear that out.

Alcynna Lloyd at HousingWire.com claims that the average real estate investors who bought their properties in 2012 “… have seen their home equity climb by 261%.”

That pencils out to an average $141,000 in equity.

Imagine being the one who delivers news like this to landlords who are going deeper and deeper into debt the longer the pandemic goes on.

The best approach

Other investors find the absentee owner niche quite lucrative. Because of this, there’s a very good chance that your prospects will have received at least one “yellow letter” from an investor/flipper.

The yellow letter is a direct mail piece that is either written by hand (or created to appear to be handwritten) on a sheet of that yellow, lined paper from what is often called a “legal pad.”

This technique supposedly brings results for these investors, which is why so many of them use it.

Direct mail is the best approach to potential clients in this niche and a letter is a perfectly acceptable marketing piece – at least for the first touch. Do yourself a favor, however, and don’t use yellow paper. Make your letter professional and valuable.

The first step to take when approaching this niche, however, is to determine which area of town you’ll farm. Then, order an absentee owner list.

If you decide you don’t want to use a letter to introduce yourself, there are several other approaches to consider:

An Absentee Owner Series postcard (the easiest way).
A CMA (include a photo of the home’s exterior in the letterhead to make it super impressive.)
Our Absentee Owner Direct Response Report, “Advice For Cash Strapped Landlords”.

After you’ve decided on the medium for your introduction, all of the above are well-suited as follow-up material. Which brings us to the next step: Schedule a direct mail stay-in-touch campaign. It doesn’t matter if your “touches” are monthly or quarterly, as long as they are consistent. Don’t give up if you don’t hear back from these prospects after the first few mailings.

Right now, many absentee owners are second-guessing their role as a landlord. Many are quite motivated to get out from under the financial burden.

Their pain points are very real, very urgent and you offer the ideal analgesic: sell now.

Send the Renters Make You Crazy postcard from the Absentee Owner Series to a targeted prospect list of Absentee Owners.

To learn how to create your list of Absentee Owners in your specific zipcode – Watch This Video (below) – Then click here from a desktop/laptop to create your own list.

Need help targeting other niches of buyers or sellers? Use our prospect list tool to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

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

1. The Free Real Estate Mailing List Guide

The Real Estate Mailing List Guide outlines the top tools for generating targeted prospect 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

2. The 12 Month Done-For-You Strategic Marketing Plan

3. The Free One-Page Real Estate Business Plan

4. Become a Listing Legend Free eBook

5. The Free Online ROI Calculator

6. The Real Estate Marketing Guide “CRUSH IT”

Renters Earning in Excess of $70k: The Ideal Target Market

May 21, 2020

Pre-pandemic housing news was enough to give a reader whiplash. While many prognosticators had a vision of a “strong housing market through the end of the year,” others were firmly in the opposing camp. “Housing market will probably slow,” blasted the headline of a popular housing market website.

Nothing much has changed, despite social distancing mandates and the rest of the inconveniences and heartache brought about by the COVID-19 pandemic.

The fact is, the housing market is doing just dandy in certain regions across the country. Utah’s real estate market, for instance, has remained “blistering,” according to a report at KSL.com.

In March, Utah homes sold more than a week quicker than they did in March of 2019. The median sold price in March 2020 was $35,000 more than last year as well, according to the blog at UtahRealEstate.com.

Regardless of whether your market is up, down or stagnant, folks still want to buy homes. Many renters who make in excess of $70,000 are waking up to the fact that their current home is inadequate and that those monthly rent checks they write enrich the landlord’s bottom line, not theirs.

But they don’t understand that they have options.

*Renter/First Time Buyer Series* postcard

Why?

With an unemployment rate just shy of 15 percent, it’s easy to become pessimistic about the real estate market. After all, requirement number one for getting a mortgage is that you need to prove you can make the monthly payments.

Sadly, it’s those Americans least able to handle unemployment that lost most of the jobs. “Job losses were highest amongst the nation’s lowest-paid workers,” according to Matthew Speakman at Zillow.com.

In April, for instance “62% of April’s loss in employment was felt by workers in industries paying below-average wages,” typically those in the hospitality and leisure industries, Speakman claims.

It’s highly likely that many, if not most of these employees are renters. It’s equally unlikely that they’ll be able to qualify for a mortgage in the near future. This is not your target audience of renters.

Your target should be renters who earn in excess of $70,000, especially the 1.35 million-plus American households who earn $150,000 per year or more and who “became renters between 2007 and 2017.” (US Census data)

That wealthier Americans in the nation’s most expensive cities are choosing to rent should come as no surprise. In San Francisco, for instance, where the median starter home costs about $895,000, there are more high-income renters than homeowners, according to the U.S. Census Bureau.

As rents rise, however, they’re awakening to the fact that perhaps a fixed-rate mortgage payment is far better than the wildly accelerating rental rates of late.

So, why are these people choosing to rent rather than buy a home?

Many are cash poor and don’t understand that they don’t have to have a huge chunk of money for a down payment and closing costs. Others assume they can’t afford to purchase, despite having a decent income.

To successfully pursue this real estate audience requires targeted marketing that dispels myths and speaks to their pain points.

We’ve been seeing an uptick in agents who are purchasing prospect lists targeting renters earning in excess of $70k.

Along with the list, they also typically choose one of our targeted marketing campaigns for Renters/First-Time Home Buyers.

Here are some suggestions on additional topics you may want to use to attract these tenants.

That up-front cost

“I was a long-term renter because I wanted to wait to buy until I could afford to stay in my current neighborhood,” a new homeowner tells Jennifer Bradley Franklin at BankRate.com.

So, why the long-term tenancy?

“I didn’t realize that there were affordable options,” she told Franklin.

One would think that with all the information at our fingertips, real estate consumers would be better informed about down payment assistance, closing cost help and the various low-down loans available.

It’s the assumption that the up-front costs are higher when you buy than when you rent that keeps many of them out of the housing market.

Dispelling this myth is a worthy goal in your marketing efforts.

While most down payment assistance programs are reserved for low-to-moderate-income earners, there are some for those who earn more.

The *“Most Renters Should Buy”* Direct Response Report

In fact, with more than 2,000 down payment/closing cost assistance programs nationwide, you are bound to find one for your higher-earning, home-buying prospects.

Or, let them know that the FHA-backed mortgage has a down payment that can go as low as 3.5% and there are no income limits for borrowers. You would be shocked to know how few consumers are aware of this.

Buying a home builds wealth, renting doesn’t

Back in 2018, when household net worth in the U.S. hit a record $98.74 trillion, homeowners saw the most gain.

In fact, “The average homeowner has a net worth of $195,400, 36 times that of the average renter’s net worth of $5,400,” according to Patrick Sisson at Curbed.com.

This is something that many would-be homeowners don’t consider when they sign the lease agreement. From that moment until the lease expires, these renters are adding to the landlord’s net worth, at the expense of their own.

Address this in your marketing. Let them know that, as Sisson says, “Homeownership may be one of the most significant, and surefire, means of increasing net worth.”

Send a postcard from the Renter/First Time Buyer Series to a targeted prospect list of renters who earn in excess of $70k.

Need help targeting a specific niche of buyers or sellers? Use our prospect list tools to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

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

1. The Free Real Estate Mailing List Guide

2. The 12 Month Done-For-You Strategic Marketing Plan

3. The Free One-Page Real Estate Business Plan

4. Become a Listing Legend Free eBook

5. The Free Online ROI Calculator

6. The Real Estate Marketing Guide “CRUSH IT”

Staying home? Use the time to perfect your real estate buyers’ consultation

May 7, 2020

When I was buying a home a couple of years ago, I met with an agent at a nearby Starbucks. His entire buyer’s consultation consisted of trying to get me to sign a buyer’s agreement.

No matter what I asked him about, from current market conditions to requesting a referral to a lender, it always came back to me having a pen shoved in my direction.

No, he didn’t win me over as a client.

Sure, it’s important to many buyers’ agents to get a signature on that agreement. But a little foreplay would’ve been nice and probably would’ve resulted in getting my signature.

You have a lot of valuable information to impart, especially to first-time buyers. Providing excellent customer service demands that you share this information with potential clients. The payoff is a more relaxed client and a smoother transaction.

The pandemic has us all going a bit stir crazy, but using the time to prepare yourself to be more customer-service oriented when it’s over is a wise move.

Here’s a list of parts of the homebuyer process that confuse buyers the most. Use explanations of them in your consultation.

What’s the local market like?

Establish yourself as the local expert right out of the gate. Explain to your buyers that what they read in the national news about the housing market doesn’t necessarily pertain to the local market.

Outline the difference between a buyers’ and sellers’ market and how they come about. Dive into current local market conditions and how it pertains to their home-shopping process. What will you do to help alleviate any market conditions that may be challenging for them?

Finally, a thorough, easy-to-understand explanation of market value is in order. And, no, you don’t need to present these facts orally. An infographic or text explanation that they can take with them is even better.

Mortgages confuse first-time homebuyers

Nearly a quarter of first-time buyers haven’t seen a lender. They don’t know if they can even qualify for a mortgage let alone how much they can spend.

Yet, they are out looking at homes for sale, according to a survey commissioned by Discover Financial Services.

Crazy, right? Why are listing agents allowing non pre-approved buyers to tour their clients’ homes? Why aren’t buyers’ agents counselling their clients about the importance of seeing a lender?

The dangers in the latter include buyers not knowing that they shouldn’t apply for credit or buy anything on credit. They don’t get that they shouldn’t change jobs and areg clueless about that second credit pull just before closing

From application to underwriting and closing, your buying clients deserve an in-depth explanation of the mortgage process. If your preferred lender doesn’t supply this (and most don’t), then it’s up to you to do so.

That downright scary home inspection report

The chances are pretty good that most first-time homebuyers have never seen a home inspection report. Pity, because it would help prepare them for what is to come.

From photos enlarged to super-giant-size to technical jargon that nobody outside of the construction industry understands, the results of a home inspection appear to most buyers as big, fat dollar signs flying out the window.

Let your buying clients know that:

Although the report may seem nit-picky, the inspector is tasked with being thorough.
Problems in photos may appear far worse than they actually are.
If something big does turn up, “we can handle it.” Let your clients know their options (walking away from the deal, negotiating with the seller for repairs, etc.).

HOAs and their documents

Gotta love that mountain of paperwork the HOA provides buyers of homes in managed communities.

Filled with legalese, it’s almost impossible for the average buyer to know, first, what to look for, and, second, how to decipher the information when she finds it.

As an agent, your best course of action is to outline the typical docs in a HOA package, highlighting the ones that buyers should pay close attention to.

Then, urge them to run the whole package by an attorney. Unless you are one, of course.

Staying home, as we’ve all been urged to do, doesn’t have to be filled with long days binging on Netflix or catching up on home maintenance chores. Take some time to work on the parts of your real estate business that you’ve let fall by the wayside.

Send a The Clean-Your-Plate-Pancake recipe postcard from the COVID-19 Series to an area where you want more listings.

Need help targeting a specific niche of buyers or sellers? Use our mailing list tool to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

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

1. The Free Real Estate Mailing List Guide

The Real Estate Mailing List Guide outlines the top tools for generating targeted mailing 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

2. The 12 Month Done-For-You Strategic Marketing Plan

3. Become a Listing Legend Free eBook

4. The Free Online ROI Calculator

5. The Real Estate Marketing Guide “CRUSH IT”

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

4 Book Suggestions for the Hunkered-Down Real Estate Agent

Apr 29, 2020

While there are agents who are still managing to carry on business as usual during the pandemic, many are hunkered down at home, trying desperately to figure out what to do next.

You could bust your boredom like Katherine Hahn, but it won’t do much to fan the flames of your real estate brand or make you more productive when we come out of the other end of this thing.

The At-Home postcards are from the COVID-19 Series in the postcard section.

We’ve come up with several ideas to help you out and we start with hunkering-down reading material. Some of our suggestions are older books, but the information within them is still brilliant. Others are newer offerings with tips on digital marketing especially. And, a few are pure escapism.

Follow the link in the title of each book to learn more about it.

1. The Social Agent’ 2.0 Update: The Evolution of Digital Marketing, Tony Giordano

Considered a “celebrity real estate agent,” Giordano is also a national speaker and author who prefers to show, not tell, how to do social media right as a real estate agent.

The book’s reviews on Amazon can attest to his success with that, with one reviewer claiming that “Tony goes into some detail on what to actually do, instead of just ideas, which I appreciate.”

Giordano talks about “Online Presence vs. Present Online,” and explains how “Everyone is present yet few have presence.”

‘the social agent’ is also available at Barnes&Noble, which is currently offering free curbside pickup for online orders.

2. What to Post: How to Create Engaging Social Media Content that Builds Your Brand and Gets Results (for Real Estate), by Chelsea Peitz

Like “the social agent 2.0,” this book dives deep into various social media strategies. Peitz, however, promises that What to Post is “… a step-by-step guide that will help you create a fail-proof social media content strategy that will give you an unfair advantage on platforms like Facebook and Instagram and generate FREE real estate leads.”

Unlike a lot of real estate-specific books on the market, What to Post was published in February 2020, so you won’t find a section about what to post on MySpace and other outdated, non-existent platforms.

Peitz, by the way, is the national director of social sales for Fidelity National Financial, as well as a social media coach and brand developer.

Since social media marketing should be among your go-to methods right now–while most people are hunkered down and spending lots of time online–this may just be the ideal book to read.

Go take a peek inside the book at Amazon.com.

3. Lead with Heart: Transform Your Business Through Personal Connection, by Tom Gartland

First, let’s address the Amazon ratings. There are only three and one of them is from what sounds like a disgruntled former employer. He or she really doesn’t review the book, so we’re disregarding it and hope that you will too.

Why?

Since its publication in 2018, many agents have suggested this book to others. For instance, Minnesota broker and mega-agent Kris Lindahl raves about Gartland’s leadership principles.

Especially if you are leading a team of agents, give this book a read.

4. Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business, by Ann Handley

We love that Handly devotes an entire chapter to creating case studies. Too few agents use them in their marketing and, if done right, they are so powerful.

But you’ll also learn the art of blogging, how to put together a killer ebook, podcast or video.

Content Rules is also available at Barnes&Noble.

Escapism

After an evening spent watching the news or hanging out on social media, do you ever find yourself in “the panic that comes with knowing too much and being able to do so little?”

Elena Nicolaou, culture editor at OprahMag.com, calls this “coronanxiety.” Her secret for fighting it?

“Feel-Good Books.” Although many might consider this escapism, Nicolaou cites the many psychologists who “… recommend reading as a coping mechanism during high stress moments.”

Fiction is ideal right now, the perfect vehicle for “… the off-ramp of reality,” as Nicolaou calls it.

So, what’s the recommendation? There are far too many to single out one. In fact, here’s a link to the Modern Library’s list of the “100 Best Novels” so you can choose.

We’ve chosen a few of our favorite “couldn’t-put-them-down” books:

11/22/63, by Stephen King

Appaloosa, by Robert B. Parker

The Art of Racing in the Rain, by Garth Stein

The Kin of Ata are Waiting for You, by Dorothy Bryant

The Kite Runner, by Khaled Hosseini

The Pillars of the Earth, by Ken Follett

Happy reading and stay healthy!

Send a postcard from the COVID-19 Series to your Sphere or Farm. Let them know you’re thinking about them by offering DIY projects and family fun to keep busy during the stay-at-home orders.

Need help targeting a specific niche of buyers or sellers? Use our mailing list tool to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

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

1. The Free Real Estate Mailing List Guide

2. The 12 Month Done-For-You Strategic Marketing Plan

3. The Free One-Page Real Estate Business Plan

4. Become a Listing Legend Free eBook

5. The Free Online ROI Calculator

6. The Real Estate Marketing Guide “CRUSH IT”

The work-at-home real estate agent: How to survive and thrive

Apr 27, 2020

Welcome to the world of the work-at-home bunch. While it sounds cool, working from home does have its challenges. You may be facing some of those right about now.

The interruptions from family members, the feeling of isolation from your colleagues, the desire to run out for a coffee at Starbucks. Heck, right about now, you might even be missing that agent who never leaves the office, treating it like his own little social club.

The biggest challenge for many is staying motivated while working in a vacuum.

Self-motivation can be a tough nut to crack, but it all starts with creating the right environment – the home office.

It takes more than a comfy couch and a laptop

From the location within the home to getting the right gear and mindset, setting up your remote workspace takes some planning.

Start with location. If you have kids at home, set your office as far away from their play areas as possible.

Then, consider distractions that may come from outside the home. If your neighbors are using their “stay home” time to work on a car, chop down trees, or any other project that involves loud equipment, set the office on the far side of the home.

Do you have the right gear?

The two most important pieces of equipment you’ll need in your home office include:

The right chair
Good lighting

You will be in that chair for a good part of the workday. If it doesn’t support your back, however, it’s the last place you’ll want to park yourself.

Choosing an office chair is a lot like choosing a new bed. There are so many choices and, especially if you’re in a self-induced lockdown, you may not even get to try it out in person.

This is where reviews come in handy. First, though, read up on the science behind the creation of an ergonomic chair. Then, take a look at this in-depth list of must-haves, created by a chiropractor.

Natural light is the best, but don’t let that stop you if the only office location you have is windowless.

Overhead lighting is a must, according to Sherry Nothingam at Decoist.com. But you’ll need more.

“Task lights are undoubtedly the most essential part of the home office, and no matter what your job is, task lighting ensures that you get it done under the best possible illumination,” Nothingam suggests.

These can include table lamps, which “offer focused illumination,” according to Nothingam. The proper placement of task lamps (to avoid the eyestrain produced by glare and shadows) is important as well.

“For instance, an overhead spotlight situated behind you can result in glare on your computer screen,” according to Remodelista.com’s Christine Chang Hanway.

Place your task light “the side opposite from the hand that you write with” to avoid casting shadows, Hanway suggests.

It’s the little things that will round out your office, helping you remain productive and focused.

If you use a laptop, consider purchasing a stand for it. Elevating your screen helps reduce screen glare which can cause eye strain and headaches.

The folks at Wirecutter.com choose the Rain Design iLevel 2 notebook stand as the best. Then, there’s this one with nearly 5 stars in the reviews at Amazon.com.

Use a desktop computer? Avoid neck and shoulder strain by elevating the monitor “… so your eyes are level with the top of the screen,” suggests physical therapist Jill M. Henderzahs-Mason at MayoClinic.org.

The MOUNTUP Single Monitor Desk Mount monitor arm is popular and the guys at Wirecutter.com recommend the Jarvis Monitor Arm at Fully.com.

Finally, Alexis is always a useful tool. In times of utter boredom, ask her to play Jeopardy. More productive uses of Amazon’s Echo include connecting your calendar which will then be available by voice command.

You can also listen to podcasts, news or use the voice assistant to hold a meeting (Alexa for Business). Ask Alexa to “start the meeting” and, according to Tara Walker, with Amazon, she “turns on the video conferencing equipment, dials into your conference call, and gets the meeting going.”

Dress for success

Be sure to take a shower every day and get dressed. “Treat it like a real job.” At least that’s what the BBC.com’s Brian Lufkin says.

And, whatever you’re wearing, wherever you’re working, please stay healthy.

Send a postcard from the COVID-19 Series to an area where you want more listings.

Need help targeting a specific niche of buyers or sellers? Use our mailing list tool to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

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

1. The Free Real Estate Mailing List Guide