5 Effective Ways to Go From Dread to a Door Knocking Genius

May 29, 2019

Ditch that stage fright

One thing I learned during my time in sales is you don’t have to be on a stage to experience “stage fright” door knocking is just as intimidating.

The heart-pounding, parched mouth, tight throat, trembling, sweating and nausea can happen when doing something as simple as merely contemplating making a cold call.

Worse, it comes on in spades when considering knocking on a stranger’s door to ask about his plans for the future.

Professionals in psychology and psychiatry call this “performance anxiety,” an aspect of social anxiety, and claim that the malady is “ … fairly common, occurring in as much as 13% of the population,” according to James W. Jefferson, MD, at the National Institutes of Health.

Stage fright can be overcome and you can be knocking your way to real estate riches.

1. Overcoming the jitters

According to the pros, the best cure for the jitters is preparation, so practice your door-knocking approach until it becomes second nature.

“Don’t focus on what could go wrong,” suggests the professionals at WebMD.com. “Instead focus on the positive. Visualize your success.”

They also suggest concentrating on connecting with your audience. When Mrs. Homeowner opens the door, smile, make eye contact with her and don’t think of her as the enemy.

Tony Robbins says that to become successful at anything, “model someone who is already getting the results that you want.” In fact, he credits this technique with being “the number one secret for the things in my life that I’ve mastered.”

We watched a lot of agent-advice videos on scripts and other approaches to door-knocking and, by far, we feel that Borino (former rags-to-riches agent and current real estate coach), does a brilliant job. He’s definitely someone you can learn from, and copy.

2. Make a game out of it

Instead of approaching a day of door-knocking as drudgery, make a game out of it. Don’t concentrate on how many leads you need to pick up from the session but go for the no’s instead. Investor Sal Williams walks you through his game of “I need 39 ‘no’s’ in his YouTube video.

Related: Score Big with Door Hangers

3. Don’t go empty-handed

No, leaving a business card with the homeowner isn’t enough.

Rachel Adams Lee began her mega-agent career by knocking on 200 doors per week. She shares some tips on creating a handout that offers value to the homeowner in her YouTube video.

But, really, anything that offers value to the homeowner will be welcome. This might include a neighborhood market update on one side of a postcard or flyer and general homeowner information on the other. Valuable info for homeowners includes:

How to take an insurance inventory of their home’s contents.
How to solve the “should I buy first or sell first” dilemma.
A story about how much equity local homeowners have regained since the recession ended.
Which remodeling projects add value to a home and which to avoid.

One very successful agent we know commissioned a freelance writer to ghostwrite a seller’s handbook that walks homeowners through the entire selling process.

Handing an actual paperback book to a potential client, with the agent as an author, not only offers value to the homeowner but establishes her as an expert in real estate.

4. One ingenious tip for the chronically shy

Despite knowing the scripts verbatim and watching the videos of the masters, some agents just can’t bring themselves to shake the “Ew, I’m a slimy salesperson” feeling by knocking on strangers’ doors.

We learned a tip from Minneapolis agent Shannon Brooks that we think you’ll love. In fall and spring, Shannon door-knocks, but not for the reasons other agents do. She’s collecting non-perishable food donations for local food banks.

And, she takes it a step further by branding the bags she leaves with homeowners.

It started off with basic paper bags,” Brooks tells smartzip.com’s Gina Thelemann. “but now it has evolved into a branded bag with my name and brand, and my lender and title partner’s brands, too!”

It also started with the aim of helping the community but she quickly learned what an amazing strategy it could be for the chronically shy agent. The initial conversation is easier to start, it’s non-threatening to the homeowner and it allows you to follow-up when you return to pick up the donated items.

5. Which doors to knock on

Good for you if you already have a geo farm. If you don’t, now is the time to choose one. But, choose intelligently.

First, check the tenure of current homeowners in your chosen area. In 2017, the average home seller had lived in her home for 10 years, according to the NAR. So, seek out a farming area in which the homeowners have lived there at least 8 or 9 years.

Then, consider your income goals and narrow down your choice of neighborhoods to those at the right price point to help you meet your goals.

Coach Tom Ferry says to start with between 250 and 500 homes and then expand “as saturation and ROI is accomplished,” according to coach Kay Fairchild.

Another approach, as explained by coach Kevin Ward, is to target certain homeowners, not neighborhoods. Ward calls these homeowners “turbo leads” and they include FSBOs, expired listings, and homeowners who’ve received notice of defaults.

“They have already exhibited a need or a desire to sell their property,” he explains. In his video, he walks you through how to approach the homeowner in a way that lessens the chance of resistance.

Like all marketing methods, it takes time and requires keeping organized records of your contacts and following-up.

Time to dive in and order at least 100 door hangers to attract more buyers, more sellers or advertise your open house or new listing!

Remember to also keep FSBO and Expired Door Hangers in your car for that spontaneous drive by.

You might also like:

How to Overcome First Phone Call Fears

Three Ways to Prove Your Neighborhood Expertise

Need help targeting the perfect 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 Free killer tools to help your success this year!

1. Become a Listing Legend Free eBook

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

2. “Get More Listings” Free Online Webinar

“Get MORE Listings & Begin to Dominate Your Market!” Free online webinar. Learn the 3-7-27 strategy for explosive growth, why 95% of agents have less than 20% market share, and how to become the agent everyone competes against. – Click Here

3. The 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

4. The Free One-Page Real Estate Business Plan

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

5. The Free Online ROI Calculator

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

How to Turn One Listing into FIVE

May 27, 2019

In the words of the ultimate real estate marketer, Dean Jackson, “If you have one listing, you actually have an opportunity for at least five transactions.” Dean Jackson is the founder of GoGoAgent and Listing Agent Lifestyle. The following is his breakdown of how to turn one listing into 5 or more transactions using his listing multiplier method.

What money are you leaving on the table?

To understand your current ability to multiply your listings you need a measurement tool that defines where you stand and what you are leaving on the table. Enter the Listing Multiplier Index, a tool created just for this purpose.

Before you figure out where you stand, let’s review the 5 transactions available to you that all stem from that one, initial listing.

Listing Opportunity One: Your first opportunity is selling your initial listing, which most agents focus their attention, right? You do your job, launch a property, a buyer came along and purchased it and now you celebrate smiling in content at your commission.

Listing Opportunity Two: Hold on, don’t walk away so happy. You missed the opportunity to find the buyer. The person who bought the house you listed. It’s a great way to make twice as much money – find the buyer to buy the house you list.

Listing Opportunity Three: So you are now on the hunt for the perfect buyer for your listing, guess what, you have just opened up another opportunity. That buyer, if not interested in your listing, may buy another house through you, cha-ching, that’s the sound of opportunity number three.

Listing Opportunity Four: From marketing in the neighborhood of your listing, you create an opportunity to get another listing in this same neighborhood. Time to make sure everyone knows who that neighborhood’s expert agent is.

Listing Opportunity Five: The most important opportunity to orchestrate at the time you are setting up your listing is your referral from the seller. Start to plant this seed early on with your seller, so it is a natural occurrence for them to provide you with referrals by the end of their experience.

Related: The Secret to Converting Leads

Let’s check your current listing score

To determine your score, use your last 10 listings. You get one point for selling your listing, one for finding the buyer, one for finding additional buyers to work with, one for getting another listing in the neighborhood, and one for your referral. You have the ability to achieve 5 points for each listing, that’s 50 points total.

How many points out of 50 did you have? The score I find most agents fall into is between 8 and 15. Maybe you ended up with 10 points total, meaning all of your listings sold, but nothing more.

You achieved those 10 listings because your current “system” is set up to get a property on the MLS, stage it, price it right, promote it to other agents and get the property sold quickly.

In the past, you may have celebrated your average 7 to 10 days on market or your 98% of the asking price or 99% or 102% or whatever it is. But the reality is you likely lost a lot of money as well.

What money have you left behind?

Let’s take another look at your initial listing and say that each side of those transactions is worth $10,000. If you’re in an area of $300,000 homes or $350,000 homes, you’re looking at a $10,000 commission times 10 listings, which means you would have made $100,000. But what you missed out on was the $400,000 that you could have had if you had created a systematic way of multiplying your listings.

Just focusing on this fact can make a difference for you going forward. Even simple awareness can change things. Knowing that you’ve lost $400,000 on the last 10 listings that you had is an interesting place to start over from.

How many transactions are YOU missing out on?

Take the score you ended up with above, we’ll use 15 as an example, and divide it by 10 to get an index. 15 divided by 10 gives you an index of 1.5. This means every listing that you take is worth 1.5 transactions. You currently are missing out on three or more possible transactions from that listing.

Now you can see why being focused on this ” listing multiplier” approach is the answer. Rather than focusing on, “I don’t need to do Just Listed/Just Sold cards, infoboxes, or open houses because all of my listings sell so quickly”.

Focus on what NOT doing these things is costing you. Specifically, if your goal is to maximize the dollars you get out of every listing you touch.

The future success of your business

By applying this method, I’ve seen agents go from a 1.0 on the Listing Multiplier Index to a 3.5, with some simple changes and attention to detail. They went from making $10,000 in commission to $35,000 from one initial listing! That’s working smarter at its finest.

Imagine what it will be like to turn every listing that you take into multiple transactions. Imagine what kind of effect that will have if every time you take a listing, instead of getting one transaction, you get three or more.

What kind of impact will that have on your business going forward?

To learn more about the incredible tools and resources Dean has available for agents go to GoGoAgent.com and ListingAgentLifestyle.com.

You might also like:

Become a Market-Maker

More Referrals the Easy Way

Need help targeting the perfect 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 Free killer tools to help your success this year!

1. Become a Listing Legend Free eBook

2. “Get More Listings” Free Online Webinar

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

4. The Free One-Page Real Estate Business Plan

5. The Free Online ROI Calculator

Downsizing: How to help your older real estate clients

May 20, 2019

Get a head start on this booming market

Statistics suggest that soon we’ll start seeing more older clients, looking to downsize.

A Trulia study published late last summer found that, in recent years, boomers weren’t downsizing mainly because of a “lack of affordable options” and “a shortage in starter home inventory,” according to HousingWire.com’s Jessica Guerin.

The market, however, is changing, presenting what just may be perfect conditions for what is being called the “Silver Tsunami.”

In fact, in early May, Housing Wire published “The 55+ housing market is booming,” and an article about “builder confidence in this sector” reaching an all-time high.

This year, the youngest baby boomers turn 55 and the oldest in the cohort will celebrate their 73^rd birthday.

If you want to work with boomers, understand them

It’s a great-big generation with a 20-year spread between the youngest and the oldest. Mention Rod Stewart or McFadden & Whitehead to younger boomers and they’ll flash back to platform shoes and balls of mirrors.

That’s stuff that is foreign to older boomers. To them, the only music worth listening to came from Bobby Darin, Frankie Avalon and, of course, Elvis.

Then, there are those in the middle of the generation who grooved to the sounds of the Beach Boys, Beatles, Sam Cooke and the Supremes.

There’s also a difference in how they view home ownership. The rate for Americans between the ages of 62 and 67 is three times that of those younger, age 56 to 61, according to a Fannie Mae study, citing U.S. Census Bureau statistics.

Get to know this generation and you’ll not only have a better feel for how to market to them, but how to assist them when it’s time to sell the family home for something smaller.

Helping them choose their next home

Emptying their home—divvying up decades of belongings to children and friends—is a lot to think about. In fact, many older home buyers are so focused on the move that they pay far too little attention to the choice of the new home.

Even if they’re on the younger end of the boomer generation, they’ll need to consider the future and how the home and the location will fit their needs 10 to 20 years from now.

That’s where you come in. Now is not the time to be Mr. or Ms. Super Agreeable. If you think they’re not considering what they should be, say something.

For instance, if their preferred location is 50 miles from the nearest hospital or urgent care facility, speak up. Though their health may be fine right now, the chances are good that it won’t be as they age.

If they’re insisting on a multi-story home, do everything you can to dissuade them. Stairs are brutal on old knees and muscles. And, since we start losing our sense of balance as we age, stairs can also present a terrifying danger.

Some of the things you, as their agent, should look for when showing them homes include:

At least one exterior entry to the home should have no steps.
Doorways that are wide enough to accommodate a wheel chair (at least 32 inches), or the ability to widen them.
Wide hallways. The National Association of Home builders suggests that, to age in place, the home’s hallways should be a minimum of 36 inches wide.
Lots of windows for natural light.

Sure, there are lots of other things to consider and your clients may need to make changes in the years after moving in.

Empathize as they empty the nest

Baby boomers own and occupy 32 million homes. The previously-mentioned Fannie Mae study hints that your most likely downsizing client will be between the ages of 65 and 85. Again, this is a huge, diverse group of people.

Many, however, will be leaving the home in which they raised their families; a home that is full of memories. The decision to do so must be gut-wrenching for them. Empathy will go a long way when working with these sellers.

Remember the advantages the move presents:

They’ll spend less on home maintenance
They’ll spend less on heating and cooling the new home
They may end up with a smaller property tax bill, less expensive insurance and lower mortgage payments.

These are the money-saving and therefore exciting aspects of downsizing that should be reiterated as often as possible to keep the seller looking forward.

Help make it easier on them

Remind your downsizing clients that “Rome wasn’t built in a day.” If they’re having trouble sorting through belongings, suggest that they tackle one room at a time. Even one part of a room, such as the closet, will speed up the job.

Another variation of the “eat-the-elephant-one-bite-at-a-time” theme would be to suggest that they start with paperwork or their collections (books, photos, vacation tchotchkes). If it’s still too overwhelming, point them at the kitchen or bathroom.

These rooms rarely hold items of sentimental value and they’ll feel as if they’re accomplishing something when they successfully finish.

Check in with them by phone frequently to find out how they’re getting along and to offer encouragement.

Specializing in helping older homeowners downsize is the real estate niche of the future. Jump in now to get a head start on the competition.

Let your downsizing clients know you’re ready to help (available in the postcard section under the Life Event Series)

Send at least 100 Too Much House postcards from the Life Event Series to an area where you want more listings.

You might also like:

Direct Mail Real Estate Marketing Trends for 2019

A Refresher Course in Attracting New Clients

Need help targeting the perfect 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 Free killer tools to help your success this year!

1. Become a Listing Legend Free eBook

2. “Get More Listings” Free Online Webinar

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

4. The Free One-Page Real Estate Business Plan

5. The Free Online ROI Calculator

Keep Your Real Estate Email Newsletters From Being Trashed

May 15, 2019

One surprising rule ✔️

It may seem odd for a company that provides direct mail services to the real estate industry to offer advice to agents about best practices for email. Especially when statistics claim that direct mail is more effective than email marketing.

But we agreed to set aside this space on our website to offer up the latest real estate marketing advice of all stripes, even if it doesn’t directly sell our products.

Besides, most successful agents use a multi-pronged marketing approach that includes a mix of different marketing techniques.

If email is one that you use and you’re not getting the ROI you expected, read on for some tips on how to turn it around.

There is no such thing as a 100% open rate

So, wipe that goal from your list.

“If you want a 100 percent open rate, send one email to your mother,” says Dela Quist, an email pioneer and CEO of Alchemy Worx.

If your goal is to improve your click-through rate, without depending on Mom, start with what’s “above the fold” in your email message – the subject line.

That’s the come on – the lure. Head to a magazine stand (yes, they still exist. . .even in supermarkets). Check out which tantalizing blurb on each cover makes you want to purchase the publication so you can learn more.

The same holds true for blog post headlines – notice what it is about the title that makes you want to read more.

Your marketing email’s subject line is its “main cover line” (magazine industry lingo), title (in blogging) or headline. Treat it with all the attention it requires. It will make or break your open rate.

“69% of email recipients report email as spam based solely on the subject line,”

according to OptinMonster.com.

Think about the last time you wrote a listing description. Your MLS limits the number of words you can use, some more than others. It’s frustrating to fit enticing, compelling text into such a small space, but not impossible.

Now take that same skill to your email newsletter. With even less space, you’ll need to make the subject line irresistible.

Ways to deal with the subject line

Choose the lead story from your newsletter. If the headline isn’t enticing, change it. “3 steps to beat an investor to win your dream home,” is far more intriguing than “How to win a bidding war.”

It also includes the numbered list, which many email experts say is a favorite among email recipients.

Then, ensure that your subject line includes at least one adjective and the more powerful, the better. To understand the psychological punch some adjectives convey, think about restaurant menus.

For instance, you’re going to order lunch in a diner. Which entree sounds more intriguing?

Chicken pot pie
Grandma’s flaky chicken pot pie with garden-fresh vegetables.

For dessert, are you more likely to order “chocolate cake,” or “5-Layer, Espresso-Soaked Chocolate Cake?”

Need a template?

“Number or Trigger word + Adjective + Keyword + Promise = Clickable Headline”

According to an unnamed writer at BlogSiteStudio.com, copywriter and autism specialist Catherine Pascuas claims that “When you’re writing, you want to think about pulling psychological strings. Appeal to each person’s needs, wishes, joys, and sorrows.”

To do that, she came up with the above formula for headlines.

Use either a number or a trigger word, not both. If you choose to use a number, make it odd and reasonable (not more than 9). Trigger words include what, when, how and why.
Slip in a powerful adjective or one that describe resolution of a pain point. These include brilliant, incredible, amazing, effortless, easy, painstaking, fun, free, powerful, surprising.
Next comes what Pascuas mistakenly calls a “keyword,” and the unnamed writer explains as “rational” [sic]. Neither hit the mark. The word both of them were looking for is “noun,” because the next thing you’ll plug into the formula is the noun that the adjective or trigger word describes (duh).

These include words such as tips, reasons, shortcuts, facts, mistakes, ideas, ways and secrets.

Pascuas final element of the headline formula is “promise,” described as “a value proposition or a dare.” We would add that it might also be a desired outcome or a disaster avoided.

“5 brilliant ways to ensure you get a home loan.”

“3 Surprising Shortcuts to Come up with a Down Payment”

“How to Easily Dispute a Home Appraisal”

If you publish a lot of list-type blog posts and newsletter articles, you may prefer the following, easier formula, that has made the rounds across the internet as well.

(odd number) (adjective) (mistakes/tips/insights/shortcuts) for (achieving/avoiding) (desired outcome/disaster)

And, here it is in action:

“3 Surprising Tips to Beat the Competition in a Bidding War”

“5 Easy DIY Projects to Help your Home Sell Quickly”

“7 Disastrous Mistakes to Avoid when Hiring a Listing Agent”

Addressing a poor click-through rate starts at the top of your email. Starting with the subject line may just bring you somewhat instant gratification.

Include the Free Report Offer, “9 Ways to Get More Money in Less Time, with Less Headaches.” in your next email newsletter to get hands raising.

You might also like:

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Need help targeting the perfect 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 Free killer tools to help your success this year!

1. Become a Listing Legend Free eBook

2. “Get More Listings” Free Online Webinar

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

4. The Free One-Page Real Estate Business Plan

5. The Free Online ROI Calculator

Go fishing on Facebook for real estate leads

May 13, 2019

“Successful marlin fishing involves having the right gear, knowing the right fishing tactics and techniques, and being in the right place at the right time,” according to FishermansOutfitter.com.

The same can be said about anything one is trying to capture, from a mouse or a crook to the perfect photograph and, yes, real estate leads.

The challenge for many real estate agents attempting to capture leads is that, while they may understand tactics and techniques, they lack the proper gear.

So, let’s start with that and then get into how to use that “gear” to lure real estate leads on Facebook.

Mackerel or marlins?

Real estate agents can learn a lot about lead generation and capture from the fishing world. And, the first step is to determine who it is you’re trying to lure. Gone are the days of agents marketing to “anyone who is breathing.” It’s inefficient and ineffective.

Who do you want to work with, buyers or sellers? First-time buyers or repeat buyers? Luxury homeowners or condo owners?

Figuring out what you’re fishing for and then who these people are is key to any marketing strategy, most especially when you’re marketing on Facebook.

Before you do any further planning, head over to Facebook’s Policies to ensure that your promotion follows the rules.

Choose your lure

Watching a video of man- or woman- against marlin, it’s easy to assume that the most challenging part of catching one is the fight. The angler, strapped into a boat’s fighting chair, pumping and reeling, while the huge fish leaps and spins, makes for compelling footage.

But, “big blue” didn’t just stop by and ask for the fight – he (or she) responded to a lure.

And, not just any lure. Depending on species and sea conditions, the boat’s captain will choose from an array of lures he or she feels will be most attractive to the fish.

Premium content might hook them

Premium content is one way to lure Facebook leads. This type of content is different than what you offer by means of blog posts. It’s “a type of digital content that may be accessed for a fee, and is usually of higher quality or more desirable than free” content, say the folks at Techopedia.com.

You won’t, however, be charging a fee for your content. You will, on the other hand, ask for information in return.

And, now that you know who you are “fishing” for, determining the type of content to offer is a whole lot easier.

Remember, it’s called “premium” content for a reason. It’s higher quality than regular content, longer in length and, as the Techopedia folks say, it’s “exceptionally informative.”

An ideal type of premium content is a Free Report. Offer Free Reports in person, through direct mail, email and add to your website as a free download in exchange for an email.

There are a variety of long-form content types from which to choose:

A list and in-depth description of down payment assistance programs
Infographic
Tutorial
Ebook
In-depth guides, such as city guides, neighborhood guides, buying and selling guides, relocation guides.
Reports (basically just 3,000-word articles)
Checklist (staging, moving, loan application, etc.)
Long articles (at least 3,000 words)

Get more tips on creating and marketing with premium content at LinkedIn.com.

Facebook giveaways to lure real estate leads

A prize giveaway is another way to lure Facebook leads.

And, make no mistake, what you’re giving away is key to the promotion’s success. “I mean, who’s really going to take the time of day to like, comment on, and share a post when all they stand to gain is a $15 gift card for coffee?” asks Pat Hiban at ActiveRain.com.

“Almost no one,” he claims. Take the time to carefully consider an item that you’re contemplating giving away. Hiban lists several that worked well for other agents:

Family passes to a popular local attraction, such as a waterpark or amusement park.
Tickets to a sporting event. Hiban suggests “tickets to a local team’s upcoming game or even tickets to college games often work.”
The latest smartphone

Or, make the prize appropriate to an upcoming holiday. In 2017, Chattanooga attorneys Warren & Griffin gave away a stainless-steel barbecue grill and threw in a $50 Walmart gift card that the winner could use to purchase the goodies to cook on the new grill.

Use your favorite graphics program to create compelling Facebook posts to promote the giveaway and ensure that everything steers them to a dedicated squeeze page where you’ll capture their information.

Facebook’s rules state that users can’t force participants to share, like or follow to be entered for the prize. So, don’t force them. Hiban offers a brilliant alternative:

“Know someone who needs” a new grill? “Share this giveaway so that they have a chance to win!”

Get more Facebook giveaway ideas and tips at Wishpond.com and Hootsuite.com.

Show them you know what’s on their mind (available in the postcard section under Get More Listing Series)

Another way to generate leads is to send at least 100 Should You Stay or Go postcards from the Get More Listings Series to an area where you want more leads.

You might also like:

Agent Facebook Success: Rules of Engagement

A Refresher Course in Attracting New Clients

Need help targeting the perfect 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 Free killer tools to help your success this year!

1. Become a Listing Legend Free eBook

2. “Get More Listings” Free Online Webinar

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

4. The Free One-Page Real Estate Business Plan

5. The Free Online ROI Calculator

Capture the Baby Boomer Market – Here’s How

May 7, 2019

Twenty-six million, is the number of homes owned by U.S. baby boomers, according to the Bipartisan Policy Center. To put that figure into perspective, consider this: They hold more than half of all owner-occupied homes in the country.

And, in some cities, that number is even higher.

The invisible cash cow

The Baby Boom segment of the population is one that is almost completely ignored by the real estate industry. Yet their combined take-home pay is $2 trillion dollars a year and they can take credit for half of all discretionary spending. That’s not all:

They control 70 percent of all wealth in this country
Boomers represent half of all credit card use.
They own almost 80 percent of all financial assets.
They purchase 50 percent of all luxury cars and 73 percent of all hybrid cars sold in the U.S.

Baby boomers are a generation whose birth spanned the years between 1946 and 1964, according to the U.S. Census Bureau. Currently, boomers range in age from 54 to 72 years old.

The new and improved baby boomer

The baby boomer generation has turned everything we used to think about the senior housing market upside down. Gone are the days when the real estate agent that specialized in the niche sold two types of homes: those of the deceased or those of the frail elderly moving into long-term care or other facilities.

Members of the previous generation, the so-called Silent Generation, are now beyond retirement age and represent those we use to think of when we considered the senior real estate niche.

Boomers, on the other hand, represent a mixed bag of folks: some are still raising families, many are still working and the older members of the generation, who should be in the early stages of retirement, have, for the most part, decided to postpone retirement and continue working.

Even more intriguing for the real estate industry, however, is that 41 percent of leading-edge boomers – a group with over $500 billion in spending power, according to Brent Green, author of Marketing to Leading-Edge Baby Boomers – say they will definitely purchase another home.

Agents considering working with boomers as they buy and sell real estate into their retirement and beyond should understand this segment of the population and what they seek in their new home.

What do boomers want?

If you want to work with boomers, and you don’t count yourself among them, the first thing to understand is that most of them are not frail and they don’t consider themselves elderly.

In fact, boomers are far healthier than their predecessors and don’t take kindly to being talked down to and “they will not tolerate typecasting, stereotypes, pandering or ageism,” says Green.

Assumptions – we all know what they are, right? So, step number one is to throw out all the assumptions you might have about older Americans.

And if you don’t think the real estate industry has assumptions about this generation, read some posts at ActiveRain: “Baby boomers are still grabbing real estate guides in the grocery store while everyone else is looking online first, researching second and then picking up the phone,” posted an agent old enough to know better.

Let’s take a sledgehammer to what is arguably the most common myth about this “older” generation: Boomers are tech-averse.

What these agents and others fail to realize is that “tech” didn’t drop from the sky the day they turned old enough to use it. In fact, we can thank baby boomers for the invention of the PC, mobile phones, and the World Wide Web.

It was boomers who invented the Apple II in the 70s, which ushered in the home computing revolution.
Today, 53 percent of boomers are on Facebook, according to a recent Nielsen survey: “Introducing Boomers, Marketing’s Most Valuable Generation.”
They are five times as likely as the general population to own an iPad or other tablet.
Boomers spend more money on technology than members of Gen X and Gen Y, according to Forrester Research.

Finally, and this one is important if you are considering boomers as a real estate niche: 82 percent of adults age 50 and over use the Internet to research real estate.

Their ideal home location

Again, throw all of your preconceived notions out the window. Despite what you might read online, boomers don’t really care how far away the nearest medical facility is and aren’t at all interested in being located on public transportation lines.

In fact, a full 60 percent of adults 55 years of age and older want a home in the suburbs, in close proximity to walking and jogging trails, according to a survey by the National Association of Home builders (NAHB). Fifty-four percent want a park nearby and half find an outdoor pool attractive.

Golf communities have fallen out of favor with today’s older Americans but a community fitness center is a hot feature.

In-demand home features

Older home buyers overwhelmingly want a single-story home, and most of them are seeking to downsize, in an effort to save money on their ongoing home ownership costs, according to a 2017 study from Bank of America Merrill Lynch.

Last fall’s Del Webb’s Baby Boomer Survey asked which must-have features boomers want in their next home and here are the top five responses:

Multi-car garage with storage
Open patio or deck
Open floor plan
Eat-in kitchen
Small and private yard

From Woodstock to inspiring the World Wide Web, baby boomers have left their mark on the world and will continue to do so. Ignore this huge segment of the population in favor of focusing on young, first-time buyers at your peril.

Ready to capture the baby boomer market? Send the Too Much House postcard from the Life Event Series to at least 100 baby boomers.

You might also like:

Avoid These 4 Common Real Estate Agent Marketing Mistakes

Customer Service! The Best Gift You Can Give Your Clients & Yourself

Need help targeting the perfect 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 Free killer tools to help your success this year!

1. Become a Listing Legend Free eBook

2. “Get More Listings” Free Online Webinar

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

4. The Free One-Page Real Estate Business Plan

5. The Free Online ROI Calculator

April $250 Gift Card Winner!

May 6, 2019

We have two winners!

A first place $250 Gift Card winner & a second place $100 Gift Card winner!

1.Congratulations Mila Mendoza on winning our 1st Prize $250 ProspectsPLUS! Gift Card!

Mila shared the following feedback with ProspectsPLUS!

“I’m using ProspectsPLUS! Real Estate Marketing Planner. I like every step of it!!!”

Mila’s latest marketing pieces she’s sent out include – the Fence Sitter Series, First Time Home Buyer Series, and Agent Introduction Series.

Fence Sitter Series, First Time Buyer Series and Agent Introduction Series postcards

2. Congratulations Ana Steinman on winning the 2nd Prize $100 ProspectsPLUS! Gift Card

Ana shared the following feedback with ProspectsPLUS!,

“I have been using ProspectPLUS! for a few months and I am very happy with their service.

As a Real Estate Professional I find this company very professional and reliable.

I am sending postcards very often and so far it has given me good results“.

Ana’s latest marketing pieces she’s sent out include – The Just Sold Series, Get More Listings Series, and Neighborhood Update Series.

Just Sold Series, Get More Listings Series, Neighborhood Update Series postcards

Take the lead from Mila and Ana and send at least 100 marketing pieces to an area where you want more buyers or sellers!

You might also like:

How to Harness the 5 Key Traits of ‘Rock Star’ Agents

Agent Facebook Success: Rules of Engagement

Need help targeting the perfect 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!

How to Make Your Open Houses Pay Off – BIG TIME

Apr 29, 2019

By thinking outside the open house box 🏠

Even though it’s not their first way of locating a house, eventually 45 percent of buyers, on average, visit open houses. Interestingly, repeat buyers are more likely to show up than first-timers. And, every one of those visitors represents the possibility for two transactions, a listing, and a sale (don’t you just love that thought)?

Read on for some ideas on how to make your open houses pay off BIG TIME.

Time is on your side

One of the aspects of the modern open house that differs from the old-school type is agents aren’t feeling locked into a particular day or time.

While the after-work open house may not fly in a commuter-centric region, in other areas agents are having amazing results with it. Downtown condos and lofts being held open during the lunch hour are also becoming more common.

Any home with a view will sell itself if it’s held open at the appropriate time of day. Why hold a downtown penthouse open on a Sunday afternoon when the city lights are best viewed in the evening?

It’s easy to mention in your listing that the patio of the lakefront property faces west. Holding it open at sunset, however, drives home the fact far better.

Have Open House brochures available for valuable take ways (available in the brochure section)

Market the heck out of it

Gone are the days that agents bought a display ad in the paper to advertise an open house. Today it’s all about leveraging the power of social media and advertising online at Craigslist, Backpage.com, Zillow, Yahoo, Twitter, etc.

Why not run a Facebook Live stream and create a video recording walking through the house during the event. There’s no better time than when the home is buzzing with people (talk about creating a feeling of demand). After the event, turn your live stream into a story on Instagram.

Don’t scrimp on the photos and the adjectives when you write the descriptions. You want people to feel that if they miss this open house they’ll regret it forever. And don’t forget to invite the neighbors. It’s a perfect opportunity to get face-to-face with more homeowners in the neighborhood.

Digital sign in

Many agents tell us that one of the most awkward parts of open houses is getting visitors to sign the guestbook. An old trick is to keep it by the door and tell visitors that the owner has requested that, for security purposes, they sign in before touring the home.

A quick and easy way to sign people up is to use the Open Home Pro iPad or Android app or the less-pricey AM Open House. Agents who use it say open house visitors more readily sign in on an iPad than the old-school pen-and-paper.

Order a stack for last minute Open House invites (available in the Door Hanger section)

Open house extras

From a plate of homemade chocolate chip cookies to a full-on burger bar featuring a platter of sliders, food is becoming a mainstay for the real estate open house.

Whether you serve food depends on regional customs. A lot of agents shy away from the practice. However, if you want to offer your guests something, how about bottles of water with custom labels with your brand or a CD of your virtual tour of the home or neighborhood?

If you’re the agent that has lots of promotional items, such as pens, calendars, and pads of paper with your contact info engraved on them. Or make goody bags up — like the ones you got at birthday parties when you were a kid — and fill them with promotional items.

Mike Blaney of Limelight Marketing in Vancouver Canada suggests that you should create a package of property information for your open house guests including:

Photographs (or a tour CD)
A list of all personal property included in the sale
Descriptions and photos of the home’s unique features
List of repairs and improvements, with dates
A list of average monthly utility costs
The copy of the property survey
Neighborhood information (including proximity to schools, if it’s a family-type home)

The bottom line

If you crossed open houses off as not worth your time, with two potential transactions riding on it and some new ideas to test, it’s time to reconsider.

Getting ready for an open house? Send 100 Open House Postcards to the surrounding neighborhood ten days prior to your open house!

Send out postcards to advertise your Open House for a BIG turn out (available in the postcards section under Open House postcards)

Need help targeting the perfect 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 Free killer tools to help your success this year!

1. Become a Listing Legend Free eBook

2. “Get More Listings” Free Online Webinar

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

4. The Free One-Page Real Estate Business Plan

5. The Free Online ROI Calculator

How to Overcome First Phone Call Fears

Apr 23, 2019

Tried-and-true methods for success

You’ve cleared the first hurdle by generating a response to your marketing. Now, it’s up to how you handle the first phone call out to that lead that will result in you winning the business.

That’s intimidating for many of us.

Intimidation gets us stuck. So, back away from the phone and take a deep breath. Then, learn the tried-and-true techniques successful agents use when following up on real estate leads.

Change your perspective

Remember, this first follow-up call isn’t a cold one. You’re returning a call (or email, etc.). This person reached out to you and expects a response. You’ve actually been given permission to contact her.

She may not be ready to pull the trigger on a real estate transaction right now, and you should be prepared for that, but she was motivated enough to take the first step and that’s a cause to celebrate, not back away.

Besides, who has too many leads in their pipeline? There’s always room for one more.

Generate Leads With a Free Report Offer (Available in Free Reports)

It’s all in the timing

While our industry is known for its “location, location, location” mantra, what outsiders don’t know is that “time is of the essence” is more than just a contract term to real estate agents.

When faced with an initial contact from a real estate lead, time can either be your enemy or your best friend. In this case, it’s critical that you place that follow-up call within minutes of receiving the lead.

If you don’t, another agent most certainly will.

Whether it’s call reluctance or that you’re insanely busy, we get it. But studies show that the chances of reaching the lead are the highest if you return the call within five minutes.

Years ago, two guys from InsideSales.com teamed up with James B. Oldroyd, from Massachusetts Institute of Technology (MIT) to conduct a survey of more than 600 businesses.

Their aim was to study “lead response rates, timing and effort, and their influence on the outcome of a lead,” they told Steve Olenski at Forbes.com.

What they found should be etched into the minds of every real estate agent:

Call back within five minutes and you’re most likely to connect with the lead.

If you wait a half hour and you are 100 times less likely to reach the lead.

Wait five hours and your odds of ever connecting with that lead drop by 3,000 times.

An immediate call-back is not only most likely to result in a conversation with your lead, but it’s impressive as well.

“We call it the ‘wow effect’ as in wow, that was fast! You are impressive,” InsideSales.com’s CEO Dave Elkington tells Olenski.

And, how could they not be impressed, especially if they’ve placed calls to other agents? The odds are pretty low that they got a return call this quickly from anyone else.

But this isn’t all we can take away from the survey; conversion rates – “the rate at which the lead contact is willing to set an appointment and enter the sales cycle,” according to Olenski — increases with a quicker return call.

Obviously, getting an appointment is the goal with real estate lead gen follow-up, so ignore time being of the essence at your peril.

Compel Your Target Market With Free Reports (Available in Free Reports)

**What not to say after “hello”**

Before making the call-back, take a minute to familiarize yourself with everything you learned from his or her message. If it was a call about a specific property, get the MLS listing in front of you. Then look it over to determine the neighborhood, size, and anything of interest that may not be included in the public-facing listing information.

Focus solely on the lead and his or reasons for reaching out to you, no matter how tempted you are to toot your own horn. Naturally, if you’re asked, you’ll want to answer questions about yourself, but unsolicited remarks about your sales stats, designations, etc. make you appear overly “salesy.”

Don’t push for an appointment until you understand where in the pipeline this lead falls. At this point, you’re a counselor, not a real estate salesperson.

Identify yourself and the name of your brokerage, and quickly add that you’re returning his or her call.

At this point, the lead may launch into the reason for the original call. Listen carefully to what’s being said and answer all questions.

When the call is for information about a particular listing, describe it and then, again, listen.

If you feel that the lead is open to remaining on the phone with you, begin a gentle probe, asking if he has spoken with a lender, if he has a home to sell before buying another and, naturally, if he’s interested in touring the home he called about.

Before disengaging the caller, let him know that you have no intention of hounding him like some of the other agents he’s spoken with but that you’re available if he has additional questions.

Ask for permission to email alerts about new listings similar to the one he called about.

The wrap-up

If you offer free reports or an e-book, offer it toward the end of the call. “I just created a market report for the Pleasant Skies neighborhood that will give you an idea of what the different models are selling for, can I email you a copy?”

Great free reports to offer that are popular with consumers include, “Chop Years Off Your Mortgage“, “5 Reasons Your House Didn’t Sell” “Sure-Fire Tips For a Quick Sale“, “6 Dangers of Overpricing“, all of which are available here.

Be sure to include your free report offer with your emails direct mail, social media and website to drive those inbound phone calls.

No freebies? Hey, a list of new listings matching his criteria is a freebie, so offer that. “I’ll tell you what, Joe, give me your email address and I’ll be happy to email you alerts of new listings that match what you’re looking for.”

End the call with something along the lines of: “Terrific. Now, if you see any other listings you’re interested in touring, don’t hesitate to give me a call, or text me. I’m happy to set appointments for you and show you around the neighborhood,”

The key to success with a lead who leaves you a message is lightning-quick response time. Then, remember not to come on too strong. Counsel the lead, don’t sell to her.

Free Report for Real Estate Marketing to sellers — Add Free Report Offers to all of Your Marketing (Available in Free Reports)

Order the 5 Sure-Fire Tips For a Quick Sale Free Report and share in person, through direct mail, email and add to your website as a free download in exchange for an email.

Need help targeting the perfect 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 Free killer tools to help your success this year!

1. Become a Listing Legend Free eBook

2. “Get More Listings” Free Online Webinar

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

4. The Free One-Page Real Estate Business Plan

5. The Free Online ROI Calculator

How to Harness the 5 Key Traits of ‘Rock Star’ Agents

Apr 22, 2019

And, find out what trait helps guinea pigs make money (under creativity)

Success in any endeavor is in the eye and mind of the beholder. My idea of personal success may mean something completely different than yours.

Some folks use money as a benchmark while others don’t feel successful unless they are fulfilled in what they do for a living.

In real estate, money has a lot to do with success. Without it, you won’t stay in business for long. The keys to making money – financial success — in the industry involves a combination of certain personality and character traits and ingrained habits.

Let’s take a look at some of the traits that the most ‘Rock Star’ agents exhibit.

1. Tenacity

Successful real estate agents don’t let go. They treat every contact from a potential client with a ferocious tenacity, returning calls and emails immediately and following up relentlessly.

This doesn’t mean they become the fatal attraction of the local real estate industry, it means that the agents make their leads feel attended to and that they are ready and able to assist.

The same treatment is given to former clients, with consistent follow-up to ensure they remain top-of-mind when the topic of real estate comes up. Sending a Customer Appreciation Thank You postcard is a great way to stay connected and let your clients know you appreciate them.

Show your clients you appreciate them (available in the postcards section under Customer Appreciation)

2. Creativity

“Best practices.” I don’t know about you, but I’ve been seeing that phrase a lot lately. Applied to the real estate industry, the term should make you wary.

Sure, it sounds quite professional. The problem is, what old-school real estate agents call “best practices” are often nothing more than old, worn-out tactics.

It means doing the same stuff all the other agents are doing and have done for decades.

Best practices? Wipe that from your memory chip as the established go-to resource.

Sure, there are some conventional real estate marketing tactics that still work but to rely on them exclusively in lieu of trying something new is just plain stupid.

The flip side is that following the herd to every new tactic that comes along is equally silly.

Once upon a time, there was a real estate agent who decided to do her video blogs from her car on her way to the office in the morning. I’m not absolutely sure who that was, but I have a good idea.

I often wonder if she resents the fact that thousands of other agents decided to allow her to be the guinea pig with this new technique. And then when they saw it worked, generated revenue, and created new clients, they brazenly stole her idea. It’s to the point now that those agent dashboard video blogs are as trite as some agent taglines and just as ridiculed by the public.

Help them choose YOU (available in the postcard section under Market Quote postcards)

Don’t be afraid to be different and to stand out from the rest of the agents in town. Do something new, novel and fun and forget about “best practices.” Don’t rely on any one technique to remain unique for long. Keep on your toes.

3. Communication

Successful real estate agents know when to hold em’ and know when to fold ‘em. They walk their clients through every last thing that can possibly be expected to occur in the transaction and then they shut up and listen.

They gain an understanding of and pay attention to what the client expects out of the relationship. They listen to what the client wants and needs. Then, they act on that, not some supposition of the client’s desires.

Both sellers and buyers that are dissatisfied with their real estate agents typically claim that their agents didn’t communicate enough. Rich, fulfilled agents keep in contact with their clients at all points during the process, even when there’s nothing new to communicate.

Clients also expect you to communicate in the manner they prefer. So, text the texters, email the emailers and phone the phoners. And send direct mail when you are after a lasting impact. Even if there is nothing new to talk about, reach out and touch.

4. Congeniality

Successful real estate agents are, for the most part, easy to be around. They are network- builders and relationship retainers.

If the Rolodex were still a staple on every agent’s desk, theirs would be the biggest. Since they understand the value of being pleasant, they have vast networks. They can set a client up with the best trash-out guy in town, the best contractor, plumber, lender, and title company.

5. Not afraid to spend

A couple of years ago, real estate social network Active Rain site conducted a survey of 1,758 real estate agents to determine what separates rich real estate agents from poor ones.

Successful agents understand that they need to spend money to make money. In fact, according to the study, agents earning more than $100,000 a year spend 10 times more money on marketing than their less successful counterparts.

They also spend six times more money on technology. Whether spending the money made them a rich agent or it took being rich to be able to spend it, is another question.

Agents that succeed approach their real estate career as a business. They begin each year with a plan which is updated and tweaked throughout the year.

Most of all, they are somewhat fearless, willing to take risks and tenaciously devoted to their success.

Start building good habits today by sending at least 100 Please Allow Me postcards from the Agent Introduction Series to an area where you would like more business.

Let them know who the neighborhood expert is (available in the postcard section under Agent Introduction)

Need help targeting the perfect 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 Free killer tools to help your success this year!

1. Become a Listing Legend Free eBook