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Bring home sellers up to speed on real estate’s new normal

Jul 15, 2020

“Pivot.” I’m reading that word a lot lately. The “experts” are admonishing business owners to pivot, to adapt to the “new normal.” It’s an especially popular theme in real estate right now.

Seems to me that most real estate professionals adapted very quickly. You had to, right? It was either adapt or perish. In fact, the average agent could probably give lessons on pivoting.

The poor real estate consumer, however, has been left behind. So, just as you pick up slack for lenders when explaining the mortgage process to buyers, it’s now up to you to bring buyers and sellers up to speed on what’s changed and what they might expect from America’s “new” real estate industry.

Let’s start with your listing clients and listing prospects.

How has the selling process changed?

Aside from local market conditions, this is most likely every prospective home seller’s most burning question. After all, much of what they’ll learn online no longer applies.

Ensure that all of your listing leads are aware of and comfortable with the changes. Don’t let them delay their sale because they’re nervous or confused.

The listing presentation is the ideal time to walk them through the process. Make it sound as simple as possible.

Sure, they’re still curious how you’ll go about marketing their home, but how will they and their family be kept safe after showings? What precautions will buyers’ agents take?

Will you hold open houses? If so, how will those work without exposing both the buyers and the seller to the virus?

Stage it to sell for top dollar

While the process of preparing the home for the market remains pretty much the same, staging is not.

Hunkered down for months in their homes while they took on new hobbies and spent more time with family has caused a shift in what homebuyers are seeking in a home. Suggest to your sellers that they stage a spare room, study, finished attic or basement as a home office or gym.

Outdoor spaces are more critical aspects of home sales post-lockdown. Sales of inflatable pools, inground pools, patio furniture and décor and even trampolines have spiked.

One of the most popular backyard amenities is a large garden, or the space to create one. “Gardening supplies and egg-laying chickens are becoming hard to find as people search for both new hobbies and reliable alternatives to bare grocery shelves,” according to Hillary George-Parkin at Vox.com.

“Anything that keeps kids entertained — and offers parents a chance to take Zoom calls in peace — is, predictably, flying off the shelves,” George-Parkin adds.

Let your listing clients know this. Help them come up with ideas to stage their backyards for maximum appeal:

Kid-friendly space
Gardener’s dream space
Activity center

Create a kid-friendly space with a croquet set on the lawn, a swing set and slide, treehouse, trampoline hangout (see photo number 17 at HGTV.com), sandbox or any number of other things that will appeal to parents of young children.

There are many ways to stage a backyard to pique a gardener’s interest, including:

Building attractive raised beds
Adding trellises along the wall
Create a potting bench
Adding gardening beds in lieu of raised beds

Even if you have limited space in the backyard, or just a patio or deck, potted plants and planter boxes will create appeal for the green thumber.

Swimming pools also gained in popularity during the lockdown. It’s a worldwide phenomenon, with manufacturers in Spain claiming that sales have increased 400%. In New Zealand, searches for homes with swimming pools have increased 70% and manufacturers and retailers claim that sales have tripled since before the pandemic.

If your client’s home features a swimming pool, of course you’ll want to hit that fact hard when marketing, but encourage your client to stage the pool area to wow buyers even more.

For those leads and prospects who are dragging their feet (meaning there is no listing appointment), start an education campaign on your blog and share your posts on social media. Back them up with a direct mail piece that updates them on real estate news.

Sellers have questions and you have the answers. Walk them through all the processes and how they’ve changed, from home inspections to appraisals to closing and staging.

Send the Home Values postcard from the Post Pandemic Series to an area where you’re focusing on more listings.

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

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

1. The Free Real Estate Mailing List Guide

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The Real Estate Mailing List Guide outlines the top tools for generating targeted prospecting lists including Baby Boomers, Empty Nesters, Investors, Lifestyle Interests, High-Income Renters, Move-Up Markets, and more. The Guide also defines done-for-you marketing campaigns to match these markets. –Click Here

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

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

3. The Free One-Page Real Estate Business Plan

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

4. Become a Listing Legend Free eBook

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

5. The Market Dominator Branding System

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

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

6. The Free Online ROI Calculator

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Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! –Click Here

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

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

Are You up to Speed on the NACA Homeownership Program?

Jul 12, 2020

If you’re not familiar with the Neighborhood Assistance Corporation of America (NACA) and their homebuying program, you should probably remedy that.

With lenders instituting “… the toughest loan-approval standards in years,” according to Joe Light at Bloomberg.com, many buyers who are on the margins may be seeking the organization’s help.

There are a few twists and turns in the NACA mortgage transaction that both buyer and seller agents need to know about.

First, some background

NACA is not a lender, but a “non-profit, community advocacy and homeownership organization,” according to the NACA website. The group’s focus is low-to-moderate income homebuyers who are registered to vote.

The organization is certified by HUD to meet its goal of helping to provide affordable homeownership, with the same terms for all of its members.

Self-titled “America’s Best Mortgage Program,” NACA’s terms include providing loans with:

No down payment or closing costs
No fees, no points
Rates are fixed and below market
Credit score isn’t taken into consideration

*Low Net Worth* postcard from *Rent By Number Series*

To get the mortgage, the buyer must join NACA by paying a $25 membership fee (payable every year, and agreeing to take part in “. . . five actions and activities a year and at least one prior to NACA Qualification and one prior to closing …”

Sounds great, doesn’t it?

And, it is, and will be for the buyers on the fringe of qualification who may be locked out of the market by the new, more-stringent loan qualification standards.

For agents and home sellers, however, it’s a whole different story. Many that we’ve spoken with call the program’s transactions “nightmares.”

One listing agent said that her seller almost removed her listing because of the challenges she was forced to endure and the long (very long) escrow period.

The agent’s part in the process

First, you should know that NACA has its own roster of buyers’ agents and they strongly encourage their members to use them.

Because these agents have experience with the process, they do have a lot to offer the buyer. But if your buyer decides that a NACA mortgage is the only way to “achieve the dream,” you’ll need to protect your interests.

Get a signed buyer’s broker agreement before your client attends the first workshop.

And, don’t bother recommending your favorite home inspector because buyers are required to use “… a licensed home inspector who either is or will be registered with NACA and agrees to use the HomeGauge software,” according to the organization’s website.

Although the organization claims to close most loans in 28 days, we’ve heard from several agents who experienced repeated requests for contract extensions and two said the deals took five months to close.

*Cost of Renting* postcard from *Rent By Number Series*

NACA also specifies that buyers demand the removal of the following from the purchase agreement:

Forfeiture of earnest money if the buyer can’t qualify for the loan or the home doesn’t appraise.
Penalties for not closing on time

The contract must include:

A contingency that the home is approved by NACA-approved home and pest inspectors
A closing date of at least 30 days, longer if the home requires work
Settlement services must be provided by an approved NACA settlement agent

Ok, suppose you are working with a new buyer who tells you he or she will be applying for the NACA mortgage. The most important next question is “Have you been in touch with anyone from NACA?”

And here is why this question should be first:

If the buyer “has been involved with or been in previous contact with NACA at the time the Member [your potential buying client] is referred to the Program, you will not be able to register them to your name,” according to NACA’s website.

The organization has a whole slew of rules for outside agents who bring in buyers and you can catch up with those at nacalynx.com.

Or, you could become a NACA-approved agent

The organization is actively seeking real estate agents, nationwide, so if you’re looking for an additional source of leads, you may want to look into it.

Get the details online at workforcenow.adp.com.

*Rent Race* postcard from *Rent By Number Series*

Send the Rent Race postcard from the Rent By Numbers Series to a Renter Prospect List in your area or near your Farm.

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

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

1. The Free Real Estate Mailing List Guide

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

3. The Free One-Page Real Estate Business Plan

4. Become a Listing Legend Free eBook

5. The Market Dominator Branding System

Become branded in a specific neighborhood with a mega-marketing piece sent automatically each month to an exclusive carrier route. (Watch this video on the Market Dominator, below). For more information Click Here.

6. The Free Online ROI Calculator

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

Level Up: How to Go From Farmer to Market Maker

Jul 8, 2020

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

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

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

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

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

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

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

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

The leap from Farmer to Market Maker

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

1. The Free Real Estate Mailing List Guide

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

3. The Free One-Page Real Estate Business Plan

4. Become a Listing Legend Free eBook

5. The Free Online ROI Calculator

6. The Real Estate Marketing Guide “CRUSH IT”

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

Jul 6, 2020

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

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

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

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

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

And, we might add, your budget.

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

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

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

Get them on the road to a smart home

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

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

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

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

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

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

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

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

Check out the agent plan at mycentriq.com.

Bling for the newly-minted luxury homebuyer

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

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

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

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

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

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

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

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

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

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

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

1. The Free Real Estate Mailing List Guide

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

3. The Free One-Page Real Estate Business Plan

4. Become a Listing Legend Free eBook

5. The Market Dominator Branding System

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

6. The Free Online ROI Calculator

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

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

Jun 29, 2020

LOOK INSIDE: For a FREE Report & Mailing List Download

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

It’s Chock Full of Valuable Content Like,

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

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

GO NOW

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

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

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

TO LAUNCH AN SOI, Content Card CAMPAIGN:

Hit “CLICK HERE”, below, to schedule your campaign (from a desktop or laptop computer). Use promo code: CONTENT10 to save 10% off the first month.

And, remember, YOU DON’T PAY for each mailing until it actually goes out (cancel or change each mailing up until the night before it goes out).

Launch an SOI, Content Card Scheduled Campaign now, CLICK HERE!

Please reach out to our support team at 866.405.3638 with questions or if there is anything we can do to help you with your success.

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

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

2. The Free Interactive Real Estate Business Plan

The Free Interactive Real Estate Business Plan allows you to enter your business goals for this year and get a breakdown of how many prospects, listings, closing, and so on are needed to reach your goals. – Click Here

3. Become a Neighborhood Brand

Become branded in a specific neighborhood with a 12X15 marketing piece sent automatically each month to an exclusive carrier route. Watch this video to learn more or Click Here.

4. The Free Real Estate Mailing List Guide

5. Become a Listing Legend Free eBook

6. The Free Online ROI Calculator

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

Ride the “Silver Tsunami” of Baby Boomers

Jun 24, 2020

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

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

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

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

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

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

*Life Event Series, Changing Needs* postcard

Especially older Americans and most especially those who live alone.

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

Boomers in the real estate market

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

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

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

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

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

How to reach this group of home sellers

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

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

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

*Life Event Series, New Memories* postcard

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

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

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

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

But you need the right message

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

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

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

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

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

*Life Event Series, Time For Play* postcard

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

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

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

1. The Free Real Estate Mailing List Guide

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

3. The Free One-Page Real Estate Business Plan

4. Become a Listing Legend Free eBook

5. The Free Online ROI Calculator

6. The Real Estate Marketing Guide “CRUSH IT”

What Financial Lessons Did You Learn During Lockdown?

Jun 19, 2020

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

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

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

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

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

*Quote Series*, *Travel the World* postcard

Do you have a business continuity plan?

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

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

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

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

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

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

How’s that emergency fund?

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

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

Keep filling the pipeline

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

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

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

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

Need some ideas for topics?

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

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

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

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

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

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

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

1. The Free Real Estate Mailing List Guide

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

3. The Free One-Page Real Estate Business Plan

4. Become a Listing Legend Free eBook

5. The Free Online ROI Calculator

6. The Real Estate Marketing Guide “CRUSH IT”

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

Jun 15, 2020

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

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

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

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

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

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

Get back to basics

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

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

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

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

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

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

Get back to basics.

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

Those leads are right there, in your CRM

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

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

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

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

Consistency will help you stay there.

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

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

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

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

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

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

1. The Free Real Estate Mailing List Guide

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

3. The Free One-Page Real Estate Business Plan

4. Become a Listing Legend Free eBook

5. The Free Online ROI Calculator

Do you have a post-pandemic real estate plan?

Jun 8, 2020

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

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

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

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

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

Step 1 – Reflection

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

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

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

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

Step 2 – Being organized is being in control

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

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

Think about each system or process and ask yourself:

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

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

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

Which systems should you be using?

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

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

Some basic systems to consider include:

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

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

Then, there’s you

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

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

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

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

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

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

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

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

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

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

1. The Free Real Estate Mailing List Guide

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

3. The Free One-Page Real Estate Business Plan

4. Become a Listing Legend Free eBook

5. The Free Online ROI Calculator

6. The Real Estate Marketing Guide “CRUSH IT”

Get More Listings: Pursue Absentee Owners

May 26, 2020

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

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

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

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

Who are they?

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

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

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

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

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

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

Their pain points

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

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

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

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

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

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

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

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

Ouch.

Thankfully, you can help these people.

What’s in it for you?

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

And the facts bear that out.

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

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

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

The best approach

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

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

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

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

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

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

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

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

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

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

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

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

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

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

1. The Free Real Estate Mailing List Guide

The Real Estate Mailing List Guide outlines the top tools for generating targeted prospect lists including Baby Boomers, Empty Nesters, Investors, Lifestyle Interests, High-Income Renters, Move-Up Markets, and more. The Guide also defines done-for-you marketing campaigns to match these markets. –Click Here

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

3. The Free One-Page Real Estate Business Plan

4. Become a Listing Legend Free eBook

5. The Free Online ROI Calculator

6. The Real Estate Marketing Guide “CRUSH IT”

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

May 21, 2020

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

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

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

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

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

But they don’t understand that they have options.

*Renter/First Time Buyer Series* postcard

Why?

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

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

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

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

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

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

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

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

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

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

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

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

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

That up-front cost

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

So, why the long-term tenancy?

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

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

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

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

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

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

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

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

Buying a home builds wealth, renting doesn’t

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

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

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

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

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

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

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

1. The Free Real Estate Mailing List Guide

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

3. The Free One-Page Real Estate Business Plan

4. Become a Listing Legend Free eBook

5. The Free Online ROI Calculator

6. The Real Estate Marketing Guide “CRUSH IT”

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

May 7, 2020

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

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

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

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

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

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

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

What’s the local market like?

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

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

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

Mortgages confuse first-time homebuyers

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

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

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

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

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

That downright scary home inspection report

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

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

Let your buying clients know that:

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

HOAs and their documents

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

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

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

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

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

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

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

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

1. The Free Real Estate Mailing List Guide

The Real Estate Mailing List Guide outlines the top tools for generating targeted mailing lists including Baby Boomers, Empty Nesters, Investors, Lifestyle Interests, High-Income Renters, Move-Up Markets, and more. The Guide also defines done-for-you marketing campaigns to match these markets. – Click Here

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

3. Become a Listing Legend Free eBook

4. The Free Online ROI Calculator

5. The Real Estate Marketing Guide “CRUSH IT”

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

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