Monday, April 6, 2020

    Americans don’t like salespeople.

    Salespeople are perceived as being liars or those who “grossly exaggerate, often,” according to Ken Lambert at SMPSBoston.org. He goes on to claim that “When people believe that they are trying to be sold something they instinctively get uncomfortable and often times defensive or even combative.”

    Think about it: The salesperson that descends on you the minute you step foot on a car lot. “Just looking,” you say, hoping that will get rid of him. That dread you feel when confronted by the salesperson, even if your every intent is to buy, is exactly what Lambert is referring to.

    When it comes to purchasing certain items, however, a salesperson is often required. Cars are one and homes are too.

    You are then, a necessary “evil.” Don’t be surprised if, at least in the beginning of your relationship with new clients, you’re treated as one.

    And part of that treatment is the “No thanks, just looking,” mentality.

    It’s a big barrier to every agent’s intent to build trust and rapport quickly. But one that must be scaled.

    It may not be the only objection you face with some clients. Even after you’ve won them over, there are plenty of things they may object to. Here are two of the biggies you may have, or will, encounter.

    The commission whittler

    Listing presentations offer plenty of opportunities for a potential client to take issue. Agent commissions, however, are the most common.

    First, most consumers know that, by law, commissions are negotiable.

    What they don’t typically know is that you don’t pocket the entire commission. Objection buster number one is to educate them. Use numbers they can relate to in your example.

    “Joe, suppose I earned $20 in commission. Half of that, $10, right off the top goes to the broker whose agent brought in the buyer for your home. The other $10 goes to my broker who then pays me my share, $5.”

    If all else fails, fall back on a time-tested commission objection handling technique:

    “Sure, Joe, you may well find another agent who is willing to cut her commission. But, ask yourself: If she can’t negotiate with you over keeping her earnings, how can you expect her to negotiate with the buyer when it comes to you getting the highest price possible? If she can’t convince you she is worth her full commission, she can’t very well convince anyone of anything”

    The math-challenged

    “We’d love to sell and buy another home, but prices are too high right now.” In the current housing market, you may be hearing this objection frequently. The alternative to this one is

    “We’ve decided to wait until the market gets better.”

    Either way, if the market truly is conducive to selling and/or buying, crunch the numbers for them.

    In the current market, most sellers will get what they want for their home, if not more. It’s the buy-side they’re concerned about.

    What they’re overlooking are two very important factors:

    • They have loads of equity right now
    • Mortgage rates are at all-time lows

    Combine the equity with the savings from low mortgage rates and you most likely have a situation where they can afford to buy a replacement home.

    Objection busting requires a delicate balance – one that can be achieved through empathy. Dan Lok, entrepreneur, author and founder of Closers.com, uses what he calls the “3 Fs,” Feel, Felt, Found.

    1. I understand how you feel
    2. Others felt the same way
    3. Here’s what I found

    “I understand that you’re frightened you won’t be able to afford a replacement home. Others feel the same way. But this is what I’ve found . . .”

    Order or download the Think it Over brochure from the Objection Handling Series. Add it to your listing presentation, provide it as a leave-behind, and have it available at your Open Houses.

    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. The 12 Month Done-For-You Strategic Marketing Plan – NEW 2020!

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

     

     

     

    2. The Free One-Page Real Estate Business Plan – NEW 2020!

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

     

     

    4. Become a Listing Legend Free eBook 

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

     

     

     

    5. The Free Online ROI Calculator

    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

     

     

     

    3. Get the ALL-NEW Real Estate Marketing Guide “CRUSH IT” 

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

     

     

    You might like to watch this…

      We have both first and second place drawing winners. A first-place $250 Gift Card winner & a second-place $100 Gift Card winner!

      1. Congratulations Christie Hall on winning our first place $250 Gift Card!

      Christie shared the following feedback with ProspectsPLUS!.

      “I just love ProspectsPLUS! I used the Recipe postcard to farm my neighborhood and I totally got a listing! It’s easy and user-friendly! Thanks, ProspectsPLUS!

      Christie’s latest marketing pieces he’s sent out include – The Call to Action Series, Move-Up Market, and Recipe postcards.

      The Call to Action Series, Move-Up Market, and Recipe postcards are available under the postcard section

      2.Congratulations Monica Townley on winning our 2nd Prize $100 ProspectsPLUS! Gift Card!

      Monica shared the following feedback with ProspectsPLUS!

      “I placed an order on Friday and my postcards have already been delivered. I’ve even received one phone call! That is fast and efficient!

      Monica’s latest marketing pieces include Just Sold and Just Closed postcards.

      Just Closed and Just Sold postcards are available under the postcard section

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


      You might also like:

      8 Things You Can Do To Increase Your Closings in 2020

      What Real Estate Agents Can Learn From Hospitality Workers

      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!

        With all the changes Facebook has been forced to institute in its ad program, many agents we speak with are dumping their ads on the platform and seeking alternative forms of lead generation.

        Some are reconsidering the “old” ways to generate leads, primarily direct mail.

        We agree that direct mail is even more effective today than ever, but all marketing plans should be multi-pronged.

        One free way to generate leads that is often overlooked is the agent website. Sure, you can hire someone to tweak your SEO, but there are other ways to help generate organic traffic.

        Start with your content. As you go through the content on your site, keep this advice from Dan Ritzke, founder of Third Act Marketing, top-of-mind:

        No one wants to learn about your brand

        No one wants to learn about your product

        No one wants to learn about you 

        Everyone wants to solve problems that are bothering them

        Everyone wants to make their life easier

        Everyone wants to make their job easier.

        luxury marketing brochures
        Give consumer s what they are asking for. Create property brochures with multi-photos and detailed descriptions. Available in the Brochure section.

        The “everyone” you should concentrate on is real estate consumers. Luckily, NAR offers some tips they gleaned in a survey of these potential clients (2019 Homebuyer and Seller Generational Trends).

        The top three website features that consumers find “very helpful” have to do with listings:
        • Photos
        • Detailed information about listings
        • Floor plans

        That these consumers chose listing information as the most useful shows exactly why they visited real estate websites. Although neighborhood information is important, that’s not why they visited.

        Your bio is also important, but most don’t find it “useful” to them.

        The most useless information on agent websites, according to survey respondents, includes:

        • Videos
        • Information about open houses
        • Real estate news

        While all ages rank videos as unimportant, 27 percent of baby boomers like them (the highest percentage of all groups).

        What stood out the most for us is that floor plans are important to real estate website visitors yet we see few listings that include this feature.

        Among the tasks you can accomplish to make your listings more valuable to buyers is to start including floor plans, lots of photos and get more detailed in your descriptions. Get more tips here.

        While we can’t personally vouch for the following floor plan providers, several agents we’ve spoken with recommend them:

        Then, ditch the videos on your website. Another NAR report proves that homebuyers don’t watch videos and don’t find them useful. They do, however, like virtual tours. Get on the 3-D virtual tour train in 2020 to offer value to website visitors.

        The value the real estate agent brings to the process

        That NAR survey also asked participants about the “Most Important Factors when Choosing an Agent.”

        Let’s start with what they consider least important:

        What matters least to real estate consumers?

        • Which broker you work for
        • Your level of community involvement
        • Designations (last on the list)

        Note: There have been studies over the past couple of years that claim an agent’s community involvement is very important to the younger real estate consumer.

        Your broker’s brand, whether it’s a Keller Williams or RE/Max or a local boutique brokerage, is often shown to be of little importance to consumers.

        And, designations? Not only do consumers not know what the letters stand for, but when told, they aren’t impressed.

        Create a personal brochure describing important attributes and experience and use it as a leave-behind

        Don’t feel as if you need to take up space on your website, especially above the fold, with these items. Save that area for the things potential clients feel are valuable.

        The top 3 qualities consumers look for in a real estate agent:

        • That the agent is honest and trustworthy
        • Experience
        • Reputation

        Experience matters most to baby boomers and least to members of Gen X.

        Think about Ritzke’s advice when tweaking your website’s information about you. Overtly salesy stuff will get you nowhere.

        For instance, while they value experience, it will take a lot more than “Three decades as the top-selling agent” to convince them.

        Ask yourself how your experience will help them solve common problems in a real estate transaction:
        • Experienced agents are better negotiators
        • Experienced agents know what can go wrong and can help buyers/sellers be proactive to avoid these pitfalls

        When it comes to proving your honesty and reputation, nothing will do that better than your testimonials.

        Tell them until the cows come home that you’re experienced and honest or the king or queen of trustworthiness and they may or — more likely — may not believe you.

        When tweaking your website ensure that your best testimonial resides above the fold and that others – especially those in which your clients extoll your honesty and boost your reputation — are sprinkled liberally throughout your site.

        Need more tips on how and why to use testimonials? You’ll find them right here.

        Send the Multi-Photo Just Listed Postcards out to the area surrounding your listing. Turn one listing into many.

        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. The 12 Month Done-For-You Strategic Marketing Plan – NEW 2020!

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

         

         

         

        2. The Free One-Page Real Estate Business Plan – NEW 2020!

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

         

         

        4. Become a Listing Legend Free eBook 

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

         

         

         

        5. The Free Online ROI Calculator

        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

         

         

         

        3. Get the ALL-NEW Real Estate Marketing Guide “CRUSH IT” 

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

          Here we are, almost three months into the new year, on the precipice of the spring real estate market. Have you stuck to your marketing plan? If so, and it’s a good one, you’ll have no shortage of folks to work with this spring.

          If you’ve been slacking, take the time now to tweak the plan. Start with the digital aspect of your real estate marketing plan.

          Take a critical look at social media

          Since it’s vital that you connect with potential clients where they spend most of their social media time, re-evaluate how each social media platform you use is working for you.

          Content postcards are available in the postcard section under Content Card Series.

          If you’re not getting a decent return on your investment (of time or money) for any platform, dump it and try something else.

          Facebook

          A good Facebook strategy, even if it’s just to get organic leads, is always worth your time. Users are, by and large, in the buyer/seller age range. Engagement, if pursued strategically, is easier than on most of the other platforms.

          A decent Facebook strategy includes posting a couple times a week. If that’s too much for your schedule, post at least once a week and make sure the post is strong.

          What’s a strong Facebook post? One in which you are aiming for engagement and shares. For instance, if your city or state is among the many “Best places” (to retire, to get a job, to buy a home, etc.) chosen each year, link to the article.

          You can find these types of articles by entering the name of your city or state into a search engine, followed by “named best” or “chosen best.”

          As an example, “Scottsdale named best” returned a ton of very cool articles that a Scottsdale agent might want to repost on Facebook.

          Content postcards are available in the postcard section under Content Card Series.

          People love proof that where they live is the best on the planet and tend to share these types of posts.

          Instagram

          If you are among the few (very few) agents who get real estate leads from the time-suck-that-is-Instagram, congratulations. If you aren’t seeing a return on the investment of your precious time, dump it. And, don’t feel bad. There’s a reason it isn’t working.

          In December of 2019, Statista published the results of a study that found that nearly 71 percent of U.S. Instagram users are between the ages of 13 and 34.

          Let that sink in: The majority of Instagram users aren’t within every real estate agent’s target audience.

          Sadly, only 12 percent of users are in the typical buyer and seller age range. Marketing your real estate business on Instagram, at least in 2020, is like an actor playing to an empty house.

          YouTube

          Video production companies love to tout YouTube’s “more than 1.9 billion registered users.” What they don’t tell you is that it’s a worldwide figure, so it’s useless to real estate agents.

          Unless, of course, you sell real estate worldwide?

          Of those 1.9 billion users, nearly 185 million reside in the U.S. Most of these users turn to the video channel for entertainment, not tutorials.

          Males, according to Statista, primarily watch soccer or other sports while beauty videos are the most popular among women.

          Real estate is missing from the list of the 25 most-watched verticals, as of February 2020. To get an idea of what people in the United States are tuning in to watch, check out Vidooly.com.

          It should come as no surprise that YouTube isn’t the ideal digital marketing platform for most agents.

          • Videos can be expensive and time-consuming to do right.
          • The NAR’s statistics show that video isn’t always an effective way to market listings as well.

          Keep in mind, however, that walk-throughs are more popular than video among buyers. Try to talk your listing clients into a 3-D walkthrough instead.

          Just don’t rely on the platform as an awesome way to market your business, because, again, you’re playing to an empty house.

          Your website

          Nearly half of all Google searchers are looking for local information, according to Hubspot, and slightly more than 80 percent of smartphone users search for local businesses.

          This is a strong signal that your best ROI of your time is ranking in organic search for your local market.

          Start with our site’s keywords. If you’re having trouble coming up with some, research the competition – those agents who are ranking on the first page of search engine results for local searches.

          Yes, you can then use them on your site, but there’s more to it. Create content around these keywords and phrases and ensure that your content is “bigger and badder” than your competition’s.

          Content postcards are available in the postcard section under Content Card Series.

          Marketing plans shouldn’t be set in stone, but evolve. Take a look at yours periodically throughout the year and make the changes necessary.

          Send the How Home Prices are Set postcard from the Content Card Series to an area where you want to brand yourself and develop 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 killer tools to help your success this year!

          1. The 12 Month Done-For-You Strategic Marketing Plan – NEW 2020!

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

           

           

           

          2. The Free One-Page Real Estate Business Plan – NEW 2020!

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

           

           

          4. Become a Listing Legend Free eBook 

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

           

           

           

          5. The Free Online ROI Calculator

          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

           

           

           

          3. Get the ALL-NEW Real Estate Marketing Guide “CRUSH IT” 

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

           

           

          You might also like this episode of the Take a Listing Today Podcast, “Marketing Ideas to Explode Your Growth”.