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Thursday, November 21, 2024

    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 

    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

      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 

      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

        I hate to sound like a nag, but if you aren’t blogging in 2019–why?

        I recently read a blog post directed at real estate agents about various forms of marketing. One of them was blogging and the writer listed the pros and cons:

        • It is time-consuming or “costly” (if you hire someone to write your posts)
        • The results aren’t instant: It takes time and a commitment to a strategy to build traffic to your blog.

        Neither of these “cons” should be a consideration. In 2019, blogging is non-negotiable. You simply must have a blog on your website. Then, you simply must promote it.

        And, by the way, which real estate marketing method is “instant,” I wonder?

        So, clear a spot on your daily “to-do” list for either the writing or the hiring of someone else to write your real estate blog posts. Then, take a look at our 3 places to find inspiration to get you going.

        By the way, your blog posts don’t all have to be about real estate. In fact, the best agent blogs offer a mix of items of local interest, real estate and homeowner topics. All three offer a ton of opportunities to show your expertise and personality and to engage with potential clients.

        Realtor marketing postcards for neighborhood updates with a free offer
        Keep them up on area trends (Available in the postcard section under Neighborhood Update Series)
         1. Amazon.com

        Knowing your audience (what they’re thinking about, their pain points, etc.) is critical to crafting a winning blog post. A brilliant way to find out what’s currently on many homeowner’s minds is by checking the best-selling products on Amazon.com.

        For instance, high on the best-selling products list right now is a gadget that keeps hair from going down the shower/tub drain. A post on clogged drains, how to unclog them and prevent them in the future would work well.

        Several floor cleaning products make the list, from vacuums to mops. A post on caring for different types of flooring may be interesting to your audience. Or, write about the different types of floors and how they stack up against one another.

        It’s spring, so don’t neglect checking out Amazon’s patio and garden category to get a feel for what potential clients are doing around the home’s exterior.

        Right now, for instance, their battles seem to be with flying insects, ants and cockroaches. Write a post about DIY Spring Pest Control. You’ll find inspiration at Angieslist.com, FamilyHandyman.com and Clark.com.

        To get started, go to Amazon’s best sellers list. On the left side of the page are the various categories you can browse. Home & Kitchen and Patio, Lawn & Garden are two good places to start.to discover what subjects are currently on peoples minds.

        Get your phone ringing with a valuable Free Offer (available in the postcard section under Free Offer Series)
         2. National real estate sites

        Since you should rotate homeowner-focused blog posts with real estate-related posts, use your current clients’ questions and concerns for blog post topics.

        When you get stuck, visit national real estate sites for inspiration. Zillow.com, for instance, offers Porchlight, its consumer-facing blog.

        Current topics include many addressed to sellers:

        • Curb appeal boosters
        • To-dos before listing
        • How to negotiate the counteroffer

        Check the site’s Tips & Advice section in particular. Redfin has a busy blog as well, and you’ll find endless inspiration for your blogs.

        Today I took a spin around it and found posts about the best day to list a home for sale, home staging tips and digital home closings. 

        3. Local flavor

        The most share-worthy posts you will write will be hyper-local and one of the best is published in spring: a guide to local summer camps for kids. No time to research your area’s summer camps? Hire someone to do it for you. Find inexpensive freelance researchers online at Fiverr.com and Upwork.com.

        Keeping with the spring/summer theme, and keeping it local, check with your local parks and recreation department to learn about upcoming events.

        Then, head to Yelp.com. Find the best eateries that offer patio dining, the best ice cream or fro-yo shops, places where kids eat free or dog friendly restaurants and create a listicle around each one.

        Create a perfect Father’s Day scenario, complete with brunch or lunch and his favorite local activity. Or, choose a summer month and show how it’s celebrated locally.  For inspiration, check out Anchorage, Alaska’s Unity Home Group blog.

        Inspiration for your real estate website’s blog posts is everywhere. All you need to do is get them written, posted and then shared on social media.

        Beats cold calling.

        Send at least 100 Free Home Market Analysis postcards from the Call to Action Series to an area where you want more listings.
        Get hands to raise with a popular Free Market Analysis Offer (available in the postcard section under Call to Action series)

        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 ways we can help you have an INVINCIBLE 2019!

        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

          It’s the shortest path to being remembered & referred.

          Knife sets, branded bottles of wine or Home Depot gift cards won’t make you memorable to your real estate clients, months or years after closing.

          Only brilliant customer service and consistent follow-up can do that. To provide them with the best service, you’ll need to know what they want and need from you and go about providing it.

          NAR recently released its 2019 Home Buyers and Sellers Generational Report and while it’s heavy on millennial information (as usual), there are tidbits of information that apply well to all generations in the real estate market.

           Understand who you’re working with

          While it’s challenging to make blanket statements about a group of people based on age, it’s crazy to lump them into the two broad categories of “buyers” and “sellers.”

          The NAR report at least gives insight into what the different generations are seeking in an agent and in a home.

          Your most likely clients will be millennials and baby boomers (sorry, Gen X). Thirty-seven percent of recent home buyers are millennials and 32 percent were baby boomers. Two completely different sets of real estate consumers with completely different sets of wants and needs.

          Millennials choose neighborhoods based on how convenient it is to their jobs. So, it should come as no surprise that commuting costs are a big factor when they search for a home.

          Many baby boomers, on the other hand, are buying a home because they’re retiring. Their minds are on saving money as well, and their hot button is energy efficiency. A home that won’t burn through their retirement funds with heating and cooling costs.

          These, again, are broad generalizations, but they give you a starting point to understand who you’ll be working with this year.

          The initial client consultation is your opportunity to dive deeper into their specific wants and needs. This is true whether they are buying or selling a home.

          Send a special thank you to those who matter most (Available in the postcard section under Customer Appreciation Series)
          Prepare your clients

          Millennials, especially, crave knowledge of the process. However, all buyers can benefit from a thorough buyer or seller consultation. How’s yours?

          If it’s done on the fly, lasts about 15 minutes and doesn’t include anything they can physically hold in their hands, you have some work to do.

          “The biggest benefit of using a real estate agent during buyers’ home search was the help they provided understanding the process,” according to the new NAR report.

          In fact, 60 percent of all buyers surveyed claimed that the biggest benefit of working with an agent was getting help to understand the process.

          Ensure that your consultation covers every step in the homebuying process and answers every conceivable question they may have.

          Then, create handouts and copy them to the buyers’ section on your website. This might include a Mortgage 101 guide. More examples include explanations of the various government-backed loan mortgage programs or a walkthrough of the appraisal process and what a home inspector does.

          The more time you spend with buyers in helping them learn the process, the smoother it will be and the more memorable you become.

          Let your clients know you are thinking of them (available in the postcard section under Customer Appreciation Series)
          Get your team in place

          I once met a waitress who played a game with every customer she served. No, the customers weren’t aware of the game.

          She called it “Anticipation,” and the rules were simple. To declare herself the winner for the day, she would need to anticipate what each table of customers needed and wanted. This rule was in place from the time they were seated until they paid the check.

          This meant remembering the mint jelly for the guy who ordered lamb, ensuring the bread basket remained full and that there was sufficient butter on the table. Each table had a myriad of small details hat needed attention and if a customer had to ask her for something, she lost the game that day.

          You can’t anticipate everything a client needs during the selling or buying process. However, you can fulfill many of them with your preferred vendor list.

          If you are new to real estate, these are the professionals you turn to for mortgages, title and escrow, staging, cleaning, movers, repair work and legal advice.

          While it’s a bit lengthy you can find a list of the types you may want to consider partnering with at TheRealEstateTrainer.com.

          Then, tell your clients that it’s all part of your world-class “concierge service.”

          Funny thing about we humans: we vividly remember the bad service we receive. Good service? Not so much. Which is why consistently following up after the transaction is so important.

          A subtle reminder of just how awesome you are can get the referrals rolling in.

          Send the Thank You as Big as a House postcard from the Customer Appreciation Series to all of your past clients.
          Let your past clients know you’re there for them (available in the postcard section under the Customer Appreciation Series)

          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!

          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

            Just curious: Why aren’t you telling your clients what you do for them? Sure, we’ve all seen the memes or infographics that list the tasks agents perform, but do you supply these to each and every client that signs on with you?

            Do you outline on your website and in your listing presentations what you actually do for clients? And, no, we aren’t talking “negotiate to get you the best deal,” or “make suggestions on how to get your home ready for the market,” although those items do have a place on the list.

            We’re talking a lengthy and impressive list of everything you do to earn the money you’re paid.

            It’s truly a pity that this is even a suggestion. Do you wonder what your doctor, lawyer, veterinarian, hair stylist or plumber does to earn the money you pay them?

            Apparently, buyers think that all you do is run MLS searches and open doors for them and sellers think your biggest contribution is helping to figure out home value and sticking a sign in the yard.

            Unfortunately, the real estate agent’s “respectable profession” has been downgraded to a pastime, according to Justin Fox at Forbes.com.

            Unlike other professions, to get the respect you deserve, you’ll need to earn it – to prove your worth.

            Sucks, I know. 

            Provide them insight (available in the postcard section under the Get More Listings Series)
            From their mouths to your ears

            “With the press of a button, the home was online and buyers began touring the home,” a home seller told Andrea Requier at MarketWatch.com.

            “However, my listing agent was not giving the tours, the buyer’s agents were. After the home sold, I realized that my agent did very little to earn his share of (the commission),” he concluded.

            Notice how the seller credits both technology and buyers’ agents for the traffic through his home. He doesn’t seem to have a clue that his listing agent is responsible and exactly how much work it took to generate that traffic.

            We can place the blame for real estate consumers’ ignorance of your job duties on others, but since so much of what you do is performed behind the scenes, the blame lies with agents.

            It’s not enough to tell prospective clients how amazing you are. It’s not enough to list your statistics and to sling a snappy slogan at them.

            This is not your parents’ real estate industry

            “Emerging technologies and data-driven startups are empowering consumers and fundamentally changing the way they buy and sell properties,” according to Tommy O’Shaughnessy at ListWithClever.com.

            “What’s more, discount and nontraditional brokerages are challenging the longstanding reign of the traditional realtor model.”

            There are real threats to what we once assumed was a pretty bullet-proof profession. Now is not the time for complacency; not when all of these emerging technologies and alternative brokerages are busy proving their worth to the consumer.

            What else real estate consumers don’t get

            Interestingly, nearly half of home sellers think the buyer pays their agent’s commission, according to the results of a Clever Real Estate study published in February 2019.

            Other interesting tidbits from the study include:

            • Nearly half of listing clients were unaware that they would be paying the buyer’s agent.
            • Nearly 40 percent of the survey respondents feel that artificial intelligence technology can sell a home better than a real estate agent.
            • Millennial home sellers were twice as likely to say that their agent was “unimportant or not important at all in the home-selling process.”

            Yikes!

            Far too many agents aren’t educating their clients and it’s to the point now where their ignorance of the process and what you do to earn the commission is discounted below that of artificial intelligence.

            Provide peace of mind and confidence (available in the postcard section under Get More Listings Series)
            It’s time to let them know a few things

            To prove your value, start with explaining every last detail of the buying or selling process.

            Explain to your buyers what to expect from the mortgage process, from start to finish, including the major players (loan processor, underwriter, etc.) and what duties each performs. This shows your knowledge – stuff they wouldn’t get if they were winging it on their own.

            Go over the purchase agreement and all other forms the buyer will be expected to sign, explaining when he or she will receive it, what it means and what happens after it’s submitted.

            You’ll naturally want to explain your part in the process as well. Assisting with repair negotiations and stressing the importance of performing the final walk through with a professional at hand are two you don’t want to neglect.

            For instance, you might want to explain to a home seller:

            “After you sign the listing agreement, I’ll head back to the office and call the sign company to ensure a sign is placed in your yard. I’ll begin the marketing campaign by writing a description of the home for the MLS entry. Then, I’ll …”

            Step-by-step, what you do from list to close, or from the time a buyer signs on with you to close.

            It should go without saying that you should explain complicated terms. Even some you don’t think are complicated, such as contingency, escrow, earnest money and title search.

            A glossary of common real estate terms on your website can streamline this process. Just steer them to the right page.

            Speaking of your website, how about creating an infographic outlining all the steps that you take when working with clients and posting it on your site?

            So much of what a real estate agent does goes on behind the scenes. How are consumers going to know what you do—the value provided by working with you—if you don’t let them know each and every duty you perform?

            Send at least 100 Just Curious About Selling postcards from the Get More Listings Series.
            Let them know you’re ready to listen (available in the postcard section under Get More Listings)

            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 ways we can help you have an INVINCIBLE 2019!

            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

            Provide a fresh perspective (available in the postcard section under Get More Listings Series)

              Client predictions in real estate 2018

              Meet your future clients

              ProspectsPLUS! has dusted off the crystal ball and made your predictions for your trending listing clients.

              Once you know your audience it’s a lot easier to target your marketing, so read on to get to know these homeowners.

              The oh-so-reluctant homeowner

              If inventories remain as constrained as they were last year, finding listings is going to be like finding that elusive white rabbit in a snowstorm.

              However, a recent survey by Value Insured has found that homeowners understand that they’ve built up considerable equity.  And, with interest rates so low, they now know it’s truly a great time to sell.

              But, many of these sellers will also be buyers.

              They read and watch the news, and have heard the horror stories of bidding wars over too few homes on the market and home prices rising at alarming rates.

              In fact, more than 60 percent of the homeowners surveyed said that despite the great timing to sell, they are going to wait until buying becomes easier.

              Freddie Mac is optimistic that the wait won’t be so long.

              They’re predicting that new construction will ramp up and, combined with higher interest rates, prices should moderate.

              Homeowners that will jump into the market

              Generation X – the 62 million folks who will be between the ages of 42 to 53 this year – comprised the largest listing pool last year.

              The Value Insured study we referenced earlier found that more than 60 percent of them will be looking for a larger home.

              A National Association of Home Builders (NAHB) survey finds that the average Gen X homeowner currently lives in a home with 1,880 square feet of living space.

              And, what will they buy?

              Gen X has more children still at home than any other generation. But, look at the age span and you’ll agree that this group of real estate consumers has a diverse array of lifestyles.

              Aside from the large group of families with children, the generation includes empty nesters, singles, and couples.

              That said, studies show us a number of generalizations that can be made about Gen X housing preferences.

              • Lifestyle and neighborhood are more important than home amenities, according to the NAHB study.
              • Nearly three-quarters of Gen X homebuyers want a detached, single-family home with three or four bedrooms and at least 2,300 square feet of living space.
              • The older among them hope to age in place, so are demanding single-story homes.Listing Inventory Series of postcards
              Don’t write off baby boomers

              The media loves to vilify baby boomers – those who will be between the ages of 54 and 72 – for the low housing inventory.

              It isn’t that simple, claims Trulia’s Ralph McLaughlin. “Surprisingly, we find the share of owner-occupied homes owned by boomers is actually positively correlated with inventory.”

              He goes on to point out the real reason behind the inventory crunch is homebuilders.

              “Homebuilding’s impact – or a lack of it in some places – is by far and away the biggest influence when it comes to inventory woes.” Ralph states. “This outweighs other explanations by a large margin.”

              Many industry experts state this is the year boomers finally decide to sell.

              And, if you sell real estate in Maine, New Hampshire, Montana or Vermont (the states with the largest populations of boomers), you may want to specifically target this generation.

               

              But, some won’t be buying another home

              While Gen X home sellers will most likely be buyers as well, don’t automatically expect two transactions from your boomer clients. “Baby boomers are the fastest-growing group of renters,” according to Amy Zimmer at cnbc.com.

              And, this group of would-be tenants state, overwhelmingly, that they will be renting so that they can ditch the maintenance headaches of homeownership.

              “For many years I was responsible for a house, a family, corporation, and employees,” says a forum poster at aarp.com.

              “I don’t have to worry about painting the house; the roof leaking; mowing the lawn; replacing the water heater.” “I don’t have to worry about a thing now,” he says of his decision to sell his home and rent a condo.

              Life Event Downsizing

              Those boomers who do plan on buying another home after they sell the current home will be looking for the following features, according to an NAHB survey:

                • Home office – Remember, many boomers plan on putting off retirement. A home office offers flexibility in transitioning from the brick-and-mortar, 9-to5 routine.
                • Tech and media centers, specifically wireless home networks that offer remote control of the home’s features.
                • Good lighting and lots of natural light
                • Wider doorways and hallways – For boomers who hope to age in place.
                • Either one-story homes or homes with the master suite on the first floor. For some reason, our knees seem to be the first place on our bodies in which we begin to feel our age. Stairs are uncomfortable.

              Listing Inventory Series of postcards

              Listing agents have a lot to be optimistic about right now.

              A healthy job market, rising home values and, hopefully, an ease in the housing shortage.

              Target marketing to Gen X and baby boomers may just be your key to a prosperous year.

              Send I Have a BUYER from the Listing Inventory Series to at least 100 new prospects in an area where you want more listings.

              Create a Lifestyle Targeted mailing list here.

              Need assistance taking your marketing to the next level?  Call our support team at 866.405.3638 today!  

              PLUS: Whenever you have a moment…here are 3 things to check out that will help you CRUSH IT!

              1. The Free 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

              2. The Online Sphere of Influence Calculator

              Top real estate professionals state 66% of their business comes from their sphere of influence. So how many people do you need in your SOI? Check out our Sphere of Influence Calculator (from your desktop) to find out the answer – 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, Listing Inventory, Geographic Farming, and Sphere of Influence – Click Here

              Also…check these out 🙂

              3 Click Postcards – Just snap, tap, send all from your mobile phone

              MLS Mailings – Automated Just Listed, Just Sold Postcards

              Market Dominator System – Become a neighborhood brand

               

              Start by Answering the Questions Already in the Minds of Consumers

              By Julie Escobar

              A new month – and a new marketing season are straight ahead — and both buyers and sellers in our markets have been inundated with information regarding the economy and the housing industry on television, in print and on the internet.  Some good information – some misinterpreted, and some just flat out wrong.

              What consumers need more than ever is a RELIABLE, TRUSTWORTHY resource to help them best understand how market changes affect them most. What’s my home worth today?  What if I wait a year to sell?  What are interest rates going to do?   Should they sell?  Should they buy?  Should they move up to the next size home or is that a risk?

              The questions are many – and the answers are yours for the giving – IF you can capture (and keep) the top-of-mind attention of the folks in your area.

              One direct response series that is getting great response for agents is our Free Offer Series.  Sending three over the course of 2-3 months can certainly help you create the top-of-mind awareness and show potential sellers that you are the agent to ask when they have questions.

              Consider kicking off this campaign free home market analysis starting with the Market Analysis postcard.   This allows you to spotlight your ability to deliver the information sellers are looking for in a professional way and tap into today’s consumers’ natural desire to search out ‘free’ offers and trusted resources.

              Step one:  Login to your free ProspectsPLUS.com account. (Or easily create an account and profile in a matter of minutes. Once your profile is ready – the system will automatically populate your information into all of the 680+ marketing tools on the site.)

              Step two:  Select the Market Analysis Postcard.  You can leave as is or customize to suit your marketing style. Click here to watch a video on how to select a postcard series.

              Step three:  Add your mailing list or use our mapping tools to create a mailing list. If you need help with mailing lists – call our support team at 866.405.3638 or click here to see all of our comprehensive mailing list solutions.

              Step four:  Place your order then track it. It’s that easy! Click here to watch a video on tracking your postcard order.

              Making your job easier is our goal.  That’s why we’ve re-engineered the Master Marketing Schedule to offer free offer door hangerstrategic and creative solutions for building your business faster, easier, more affordable and with way less headaches. In fact, if you’re following the Schedule – this week is a great time to get out in those geo farms and start making real connections.  Our Free Offer Door hangers are a great compliment to the Free Offer postcards and the perfect leave behind when you’re door knocking in the market area you most want to dominate.

              Putting systems for staying in touch in place don’t have to be tough – or time consuming.  Most of our top customers schedule 15-30 minutes at the beginning or end of every month to focus on what marketing tools they want to go out.  When they choose a campaign, it’s easy — they simply pick the next one in the series, order and get back to their high priority tasks. Some even delegate a member of their team to make it their priority that something is always being sent to their sphere and farm so top of mind awareness is always there.

              Kudos to the agents that are working their systems and are willing to share their experiences with others. We so appreciate you all. For example, Cozett shared with us on ResellerRatings, “I like how ProspectsPLUS! puts marketing at my fingertips and then handles the time consuming work of mailing and distributing materials if I need them too.”  Or Jeremy who wrote on our Google+ page, “ProspectPLUS! is a real lifesaver for me. I have been looking around on how to keep in contact with my sellers. I needed more than just a phone call. The postcards are a highlight to my business now. This has also allowed me to start farming a few neighborhoods that I drive through with a more personal touch.”  Or Bradley who wrote on our Facebook Page, “ProspectsPLUS makes it so easy for me to market to not only my sphere but also to my farming areas. In less than 5 minutes I can have all of my postcards ordered and off my plate so I can work on what I do best…selling homes!”

              We’d love to hear from you too! In fact, give us a shout out with a review now on our Google+ Page and you’ll be entered to win one of our monthly prizes! Wait until you see what’s in store for July!

              Have questions or need help developing the marketing plan that’s right for you?  Call us today at 866.405.3638 or email us at pmc@prospectsplus.com.  We’re here to assist!

               

              (It’s More Than Just Money!)what you lose by not staying in touch

              By Julie Escobar

              We frequently share the BENEFITS of building and maintaining a salable book of business or sphere-of-influence such as knowing where your next commission is going to come from, developing long-term friendships and relationships, solid referrals you can count on, etc.  What we don’t usually talk about is the flip side of that coin.  What is it COSTING you when you DON’T stay in touch and follow up with your sphere or farm?

              What if ONE prospective seller or buyer fails to call you when they are ready to sell or buy because they ‘forgot’ you were in real estate since you didn’t stay top of mind?  Because you didn’t follow up when you said you would?  Because you stayed in stealth mode, waiting for the phone to ring?  Because you didn’t create a database to manage your lists, so they simply slipped through the lack of system?

              We know that on average, top agents get more 66% of their business (or more) from their sphere.  (People who know you, like you, trust you, and you’re top of mind with.)  We also know that 1 in 12 will deliver a transaction or referral per year on average.  So let’s run SIMPLE numbers using our SOI calculator…

              If I wanted to make $200,000 per year in real estate and my average commission was $6,000 that would mean I would need AT LEAST 33 transactions in a year (plus whatever your fall-through rate is) to reach that goal.  If 66% of that is coming from my sphere – that means I can count on 22 of those transactions coming from the people I am staying in touch with. If 1 in 12 are sending me that business, then I’ll need at least 264 in my sphere to hit the numbers.

              The reverse of that is this…22 commissions LOST. That’s $132,000.  But it’s even more than that-right?  Because let’s face it, if good news travels fast, bad news travels faster-doesn’t it? So, for every broken promise, lack of follow up, or poor customer experience you provide, that can mean a loss of not just a customer, but every referral they might send your way.  Add social media in the mix, “don’t use Agent X because they don’t follow through” – and you’ve got a slippery slope that’s tough to recover from.

              1. Commission loss per seller or buyer? _____________ (Average commission)
              2. Loss of referral?  ______________ (Average commission x let’s just say 2 referrals)
              3. Loss of re-list and future sale? _____________ (Average commission x average homeowner moves – lists, sells, and buys new – every 9 years)
              4. Loss of marketing dollars spent on those sellers and buyers not recaptured? ________________

              Lastly, loss of reputation as a turn-to, stand-up, get-the-job-done agent.  That’s really too much to calculate, isn’t it? And that’s not YOU anyway!  You’re the stand-up agent-right?  Besides, staying top-of-mind is an easy, and affordable investment.  Remember that SEND-CALL-SEE + NETWORK approach I’ve shared in the past.

              Start with how many you need in your sphere by heading over to our Sphere of Influence Calculator.  

              SEND – let’s take our example from above – if I needed to stay in touch with my sphere of 264 customers listing-inventoryevery 30 days to stay visible, (and help earn that $132,000) – and I wanted to send a standard sized postcard first class, that would be 62¢ per card  or $163.68 per month.  Or you could choose jumbo cards, or newsletters, our Dominator, or even handwritten cards – or better still a combination of all of the above. See what your budget allows and start somewhere, but be consistent every 30-45 days.

              CALL – you should call your customers every three months.  If you break down that 264 number over 12 weeks — that means you just have to call 22 per week to reach everyone.  Easy FEB-Dominator-FRONT-Largepeasy!

              SEE – you should see your customers at least two times a year.  Many agents host open houses, holiday events, or even neighborhood block parties (with sponsors for each) which gives them a chance to see many customers at once.  Take that top 20% of your list – the ones who consistently send you business – and be sure to spend some one on one time with them.  Take them to lunch.  Drop by a gift. Deliver tickets to the movies for their family.  Our Master Marketing Schedule has some terrific ways to creatively connect each month.

              NETWORK – In today’s hyper-connected world, networking has to be part of the equation. From social media to joining local groups, to developing a mastermind of like-minded people to share with — networking is a key source of knowledge AND referral business.

              Don’t lose any more dollars, branding, or reputation to lack of connectivity.  You are your business.  The connection you have with each and every one in your sphere will determine whether they stay a client (and a referral source) or whether you take a loss.

              Need help? Contact our team at 866.405.3638 today.

              3 Great Strategies for Creating PRESENCE This Season

              By Julie Escobar

              It’s that time of year.  The holidays are here and with them much of your competition is settling in – for shorter days, slimmer work calendars and that ‘wait ‘till the first of the year’ slump.  Not you.  You’ve got your eye on a new year filled with promise and kicked off with momentum-right?

              Here are three things you can do to create vital PRESENCE now that will carry you through the holidays and long into the New Year with powerful, forward, full-steam-ahead strength.

              Commit to Consistencythanksgiving cards

              You know what you see a lot of?  Agents who ONLY send a postcard or greeting card once a year.  Start now and make it a point to ‘touch’ your sphere and farm at LEAST once every 21-30 days for the duration.  Consumers today are savvy – they’re not swayed, influenced or impressed by the ‘one-and-done’ marketing efforts.  From their perspective?  If you’re that lax in how you market YOURSELF – how will you be at marketing THEIR property?  Show the consumers in your market place that you’ve got the chops – and the commitment to be front and center not just once, but again and again and again.

              Community Countsworkshop cards

              Want to be known as the neighborhood resource or the market specialist?  Get out of the office, out from behind your desk and out in FRONT of the people in the community you serve.  Make it a point to calendar at least ONE community event in your market per quarter – or even per month.  It’s an edge that will set you apart, win favor and create a presence that you’re the top agent to talk to. Team up with your local schools, libraries, chamber of commerce, or even a network of like-minded business professionals to help create awareness, increase attendance and bring a wide spectrum of information to those who want it most.

              Think AHEADlisting inventory1

              The smartest agents in the business are never satisfied with doing things the ‘same old way’.  They’re keeping their ear to the ground, eyes open, and thinking ahead.  What can you do to make a splash?  How can you best keep the ‘buzz’ going?  I love Tony Robbins who has served up the motto ‘Constant And Never Ending Improvement’ for years.  In a 24/7, 365 world, you can’t let your skills, your top-of-mind awareness, or your passion to coast or slip to the back burner.

              Need help?  Call us at 866.405.3638.  We’ve got answers you can count on.  From direct response postcard marketing that keeps you top-of-mind, to Holiday messages that make a difference, to real world resources that you can adopt and make part of that empowered new marketing and business plan for 2017 that we know you are ALREADY working on!  Have a great week!

               

               

                Was YOUR Name Drawn?

                Wow! A big thanks to all our amazing contestants this past month! We had some terrific entries – and we thank you all so much for sharing your ProspectPLUS.com experiences! If your name wasn’t drawn – no worries!  We’ll choose three MORE winners October 4th!  Congratulations everyone!

                Our $250 Winner:  Lisa Waldeck‎ who shared, “The first mailing that I use ProspectsPLUS! was for Just SOLD postcards. I mailed to the entire community of 108 homes — which resulted in a listing appointment! Thank you ProspectsPLUS! I have another closing this week and will be using your services again!

                Our $100 Winner: ‎Margie D’Anna Birch‎ who shared, “I received an email with ‘Just Listed’ postcards on my new listing from ProspectsLUS! I changed the copy a bit to announce my first open house sneak preview for the neighborhood. The turnout for the Open House was awesome, and I got an offer from one of the neighbor’s family members within a week later! Thanks!

                Our $50 Winner:  Marianne Allbritton‎ who shared, “This is absolutely the most cost effective and no-brainer piece of marketing we do for each new home as soon as it comes on the market. It not only makes the neighbors aware of sales in their own neighborhoods, but it impresses sellers with its quality and amount of information. I always send one to the seller, and one to myself to post in our office.”

                Our Bonus $50 Winner: Kathy Christian Reynolds who shared, “The first time I used ProspectsPLUS! Just Listed postcards was a winner. I received several calls within the first month for new listings and I’ve already ordered my second set. Thanks so much for making my job a little easier. I also donated to my favorite charity, St. Jude’s Children’s Research Hospital.

                Thank you to everyone who entered! Ready to throw your hat in the ring? It’s easy!  Leave your review of your ProspectsPLUS.com product or service on our Google+ Page or our Facebook Page today!  We’ll give away a total of $400 more in ProspectsPLUS! gift cards!  Next drawing is October 4th!

                By the way – our new Promo Codes are live – check out our Specials Page today to save 10% on your next order! 

                We’d also like to invite you to join us in our goal to raise $50,000 for St. Jude Children’s Research Hospital®! We are matching every donation this year, dollar-for-dollar! Learn more at: blog.prospectsplus.com/st-jude

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