Thursday, June 20, 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

      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 LifestyleThe 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 

      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

        Don’t worry Fido’s safe

        You work hard to establish your bona fides as a real estate agent. Hopefully, you work as hard at keeping in touch with past clients and prospective clients.

        So, what happens to the perception of you as an expert when one of these people learns that you’re promoting real estate myths?

        Embarrassing, right?

        Because something sounds as if it should be true doesn’t necessarily mean it is. Homes on busy streets aren’t always worth less than others and a new professional sports stadium in town doesn’t mean property values will explode.

        Today we expose three home value myths that, quite frankly, we thought had been busted a long time ago. Yet, we still find agents writing about them as if they’re reality.

        1. Dead people drag down values

        “Although living near a cemetery doesn’t automatically affect the home’s price, it does have the potential to drive down home prices,” says an unnamed writer at a site that promises to be “your trusted source of information on real estate market news, trends, and advice.”

        The article was updated in January of this year and still contains this erroneous information.

        A 2013 study by Redfin found that “Homes Near Cemeteries Sell for More.” According to Christin Camacho on Redfin’s blog, “. . . on average, homes near cemeteries are slightly smaller, but sell for more per square foot.”

        Those closest to the graveyard (within 500 feet) sold for an average $162 per square foot, while those “located more than 500 yards away sold for $145 per square foot.”

        2.The NFL effect

        It’s easy to assume that property values will increase when a NFL team (or any professional sports team) takes up residence in your town. Especially when the real estate community dangles the team’s move as incentive to homebuyers.

        The most recent example of this is Las Vegas as the new home to not only the Raiders but a brand-new professional hockey team, the Golden Knights.

        Brokers and agents were all over the local news, wringing their hands in glee at how much home values were poised to rise because of pro sports coming to town. This, despite various research studies finding that, overall, the stadiums just don’t correlate to a rise in property value.

        In fact, Trulia’s study concluded that “New stadiums built in the last decade, by and large, have failed to lift the fortunes of nearby neighborhoods.”

        They looked at homes within a 2-mile radius of pro football stadiums across the U.S. Earlier studies by others came to the same conclusion.

        Despite this, agents continue to claim otherwise, with one going so far as to say, on his website, that “housing prices are expected to go up considerably once Las Vegas finishes construction of its stadium.”

        Don’t buy into the hype. It’s simply untrue.


        Related: Is it Appraisal Time? Tricks to Get Top Dollar


         3.Your pets are gonna cost you

        I dare you to find (on an agent’s website) an article about preparing the home for the market that doesn’t warn people about how many homebuyers won’t buy a home that has pets.

        “If you truly want to get top dollar for your house, pay attention to how much you might lose with a dog or cat in residence,” cautions Elizabeth Weintraub at TheBalance.com.

        “Like other forms of home staging, removing extra pet clutter is an important consideration when you are selling your property,” suggests Bill Gassett on his website, MaxRealEstateExposure.com.

        At one time, this was excellent advice. But time marches on, people’s tastes change, and to give 1990s advice in the 21st century doesn’t make much sense.

        If I were an agent, I would tell all of my listing clients to take all those dog toys and other paraphernalia and use them to stage the backyard. Why?

        “Pet owners make up 80 percent of recent home buyers,” according to research from Realtor.com®, released last August.

        Three-quarters of these buyers also claim that they would “would pass on an otherwise-perfect home if it wasn’t right for their animals.”

        Ask to prioritize the features they were looking for in a dog-friendly home:

        • Large yard
        • Any outdoor space
        • Garage
        • Large square footage
        • Dog run
        • Dog-proof or “sturdy” flooring
        • Close proximity to outdoor spaces

        If you have a listing that ticks any of those boxes, be sure to let buyers’ agents know. In fact, why not hold a dog-friendly open house, where buyers can bring their pooches to let them try out the backyard?

        Just a thought.

        The bottom line is that if 80 percent of buyers are pet owners, we think it’s a safe bet that a little doggy smell isn’t going to negatively impact your listings.

        Peak interest with the Determining Market Value postcard (available in the postcard section under the Content Card Series)

        In fact, if your listing has dog friendly features and it’s located in an area of homes whose agents told them to play down their pets’ existence, it may just be worth more.

        Show home owners you know what they’re thinking and get them reaching out for help.
        Send at least 100 Determining the Value of Your Home postcards from the Content Card Series to an area where you want to stir up more listings.
        You might also like:

        Go From Home Showing to Sold in Lightning Speed

        Avoid These 4 Common Real Estate Marketing Mistakes


        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

          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 73rd 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.


          Related: Capture the Baby Boomer Market, Here’s How


          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 

          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

            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:

            Creative Marketing: Be Daring, Be Memorable

            Avoid These 4 Common Real Estate Agent Marketing Mistakes


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