Staying Ahead of Your Competition
By Julie Escobar
The weather and the market are both HOT and agents are asking us for strategies and how to’s for dominating in a geographic farm. To answer that – we turned to Todd Robertson for some tips and ideas that are working for Market Dominator Members across the nation.
Q: Hey Todd, a lot of our readers don’t want to wait for the fall market to work on their competitive edge – do you have some ideas for them?
A: Sure – the year is already more than half over and a lot of agents are looking at the calendar and thinking, “No way am I going to hit my goals.” That’s a little intimidating, right? For some, it’s enough to make them already start to shut down. Don’t. Instead, realize it’s time to dig in. To put a source of accountability into your career – your weekly routine and create a game plan. You know, we’re really glad that we can be a source for agents. The Master Marketing ScheduleTM that you’ve created is a powerful tool to help agents stay on track and put some consistency into their marketing. It takes the “what do I do?” out, which is a big stress for a lot of agents. First step I would say, is to start there, and develop a game plan that will allow you to connect CONSISTENTLY, with your Sphere of Influence, a Geographic Farm, and a niche market. If you can work a campaign for each of those marketing segments without fail, month after month, your results will grow exponentially.
A: At least monthly. Those ‘touch’ points are so important in terms of staying top of mind and creating brand awareness. Send something every month to all three, and not necessarily the same thing. For your sphere, many agents choose a postcard campaign such as a holiday series (not just at Thanksgiving and Christmas!), recipe cards, content cards, inspirational postcards, or a newsletter each month. For their geo farms they send our Market Dominator, or Listing Inventory, or the Free Offer/Neighborhood Specialist cards – all are popular. For a niche, they are specific to that group – for example: Expireds, FSBOs, First Time Home Buyers, Investors, etc. Top agents are also diligent about sending out Just Listed/Just Sold postcards with every listing and sale they have. Without exception. Why? They spotlight you as the agent that can generate RESULTS – and they showcase the properties you are marketing. That’s a powerful combo. Then they do that thing that agents desperately steer clear of but shouldn’t if they want to fire up their career on all levels – they FOLLOW UP.
Q: There’s the sticking point, right? The old getting on the phone or walking the farm and knocking on doors part that stops agents in their tracks. Any suggestions?
A: Yes, the first step we just talked about – putting a campaign in place that touches your customers and prospects every month. That makes it way less intimidating when you call them. Why? Because you have a reason to touch base with them. It doesn’t have to be a “SALES call”, it is a follow up call – or visit if you are walking a farm. “Hey there, Todd Robertson here, from Success Realty, just wanted to touch base. We’ve got a LOT of changes in the market, and I just wanted to see if you had any questions.” (Yes or no, doesn’t matter really, you’re just touching base, asking questions.) Or you can do a combination of touching base and letting them know that you have a big goal to hit. “Hey there, Todd Robertson, Success Realty, how are you? You may have seen me in the neighborhood and I hope you’re receiving my mailings. I just wanted to touch base, see if you had any questions about our market or what homes are selling for right now? By the way, I am committed to helping as many clients as I can take advantage of this market. Who do you know who might be interested in buying or selling in the next 90 days? Maybe someone from work? Or your kids’ sport team? Or church? If you think of someone, I sure hope you’ll remember my name and pass it along. Thanks so much.”
This month we shared a great listing strategy one of our Dominator members uses — and that’s to take the extra 20 Market Dominators that he gets each month and bring them with him when he is walking his farm or going on listing appointments. He lets people know that he is the only one in that market that is willing to consistently show up in a big way (12×15!) each month and that when they list with him – he will dedicate an entire 1/3rd panel of his Dominator to market that listing until it sells. That’s helped him close for the signature again and again. You may want to give that a try as well!
Here’s a quick video I did for our members on the topic:
Q: Awesome — lastly, what about those agents who need the extra push or accountability?
A: For a lot of agents coaching is a good investment, but it can be out of the budget for many. Instead, perhaps consider starting or joining a Mastermind group in your area. Think and Grow Rich has an entire chapter on this topic that is still incredibly relevant and powerful today. Participating in a group like this costs you zero – but your return will be extraordinary. You’re involved with like-minded people, all with the goal of lifting each other up, cheering each other on, and holding each other accountable. That’s the missing link for many agents. If there’s not one in your area that you want to join – start one. Your career, customers, and bank balance will all be the better for it!
We’re hosting a new webinar next week, Wednesday, Jul 27, 2016 2:00 PM – 3:00 PM EDT How to Own More Market Share & End the Year WIth 5 Extra Closings — we hope you’ll join us!
Thanks Todd. Great stuff. If you’d like to learn more about the kind of tools that we have to help keep YOU on track and ready for the fall market and beyond, head over to our Master Marketing ScheduleTM or main site today. If you’re interested in dominating a geographic farm and would like to speak with Todd about that directly, click here to learn more. Our team is here to help you with all your marketing needs, call us today at 866-405-3638!