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Friday, November 22, 2024

branding

    Real estate agents often face scrutiny over their commission fees, with some questioning whether their expertise justifies the costs.

    However, the reality is that the value provided by a skilled real estate agent far surpasses their monetary compensation.

    Here are ten ways a real estate agent’s expertise is worth EVERY PENNY:

    1. Market Knowledge: Real estate agents possess in-depth knowledge of local markets, including trends, pricing dynamics, and neighborhood nuances.

    This expertise allows them to accurately assess the value of a property and advise clients on pricing strategies to maximize their return on investment.

    Homes sold without a real estate agent (FSBO) went for about $100,000 less on average and cost the seller more in repair fees (based on The 2023 Profile of Home Buyers and Sellers).

    2. Negotiation Skills: Negotiating the terms of a real estate transaction requires finesse, tact, and experience.

    Real estate agents are skilled negotiators who advocate for their client’s best interests and work to secure the most favorable terms and conditions based on years of expertise.

    3. Marketing Expertise: Successfully marketing a property requires a strategic approach, including professional photography, staging, virtual tours, and targeted advertising.

    Real estate agents have the expertise to create compelling marketing campaigns that attract qualified buyers and generate maximum exposure for their listings.

    4. Legal Guidance: The real estate transaction process involves a myriad of legal documents, contracts, and disclosures that must be handled with precision and compliance.

    Real estate agents provide invaluable guidance and assistance to ensure that transactions are conducted legally and ethically.

    5. Network Connections: Real estate agents have extensive networks of industry connections, including lenders, inspectors, contractors, and other professionals.

    These connections allow them to provide clients with access to a wide range of resources and services throughout the buying or selling process.

    6. Emotional Support: Buying or selling a home can be an emotional experience for clients, filled with uncertainty, stress, and anxiety.

    Real estate agents provide emotional support and reassurance, guiding clients through the process with empathy and understanding.

    7. Time Savings: Selling a home involves numerous tasks and responsibilities, from marketing and showings to negotiations and paperwork.

    Real estate agents save clients time and effort by managing these tasks efficiently and effectively on their behalf.

    8. Risk Mitigation: Real estate transactions involve inherent risks, including legal liabilities, financial losses, and unforeseen complications.

    Real estate agents help mitigate these risks by providing expert guidance, proactive problem-solving, and diligent oversight throughout the process.

    9. Market Insights: Real estate agents stay up-to-date on market trends, economic indicators, and regulatory changes that may impact the buying or selling process.

    This knowledge allows them to provide clients with valuable insights and advice to make informed decisions.

    10. Long-Term Relationships: Real estate agents are invested in building long-term relationships with their clients based on trust, integrity, and professionalism.

    They strive to exceed client expectations and earn their loyalty, ensuring that clients return for future real estate needs and refer their friends and family.

    The expertise and value provided by real estate agents far outweigh their earnings.

    From market knowledge, negotiation skills, and marketing expertise real estate agents play a vital role in guiding clients through the complexities of buying or selling a home.

    Their commitment to their clients’ largest financial investment as well as their personal well-being delivers unparalleled value and peace of mind.

    When you have time…below are some marketing tools to help support your success.

    1. Put Your Real Estate Business a Step Above with Your Own Branded Magazin

    Homes & Life Magazine is a customizable magazine with rich, full-color content and a sharp, professional aesthetic. It includes compelling, direct, response-driven articles written by real estate industry experts and engaging lifestyle content. Send out Homes & Life Magazine in Just Minutes – No Minimums Required. Or we’ll ship it to you. Homes & Life Magazine is the ultimate “Coffee Table Lingerer”! …and it costs less than sending a greeting card! – Click Here

    2. The Free 6-Month Done-For-You Strategic Marketing Planner

    The Real Estate Marketing Planner is a powerful 6-Month Guide that strategically defines what marketing to do and when. Four key market segments include niche Markets, geographic farming, sphere of influence, and past clients. – Click Here

    3. The Free Online Real Estate Business Plan

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

    4. The Become a Listing Legend Free eBook 

    This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

    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

      When clients need a real estate agent, it pays to have an easily recognizable name at their fingertips. But coming up with fresh, eye-catching content and sticking to a regular schedule of sending this content out is incredibly time-consuming.

      An automated, recurring marketing campaign is the easiest way to maintain brand exposure and stay relevant; while freeing up time for more high-level tasks.

      Put Your Time to Better Use

      Automating your marketing ensures you adhere to your long-term marketing strategies because you never miss sending out a campaign.

      Scheduling postcard campaigns to go out automatically allows you to focus on prospecting, handling listing appointments, and developing other business growth strategies.

      Meanwhile, targeted campaigns are working in the background to drive customer engagement and
      ensure clients have your name in mind when it is time to list a home or find a new property.

      The Content Card Series Campaign is shown above. To see more, Click Here.

      Scheduled postcard campaigns give you the competitive edge

      Regardless of speculated market shifts, homebuyers and homeowners will continue looking to trade up or relocate and will reach out to agents to take the plunge.

      With an ongoing scheduled postcard campaign, you ensure your name is front and center with your target market when they are ready to strike.

      In addition, various campaigns are available with customized messaging to fit certain niche markets. For instance, many fence-sitting homeowners are unsure if this is the right time to sell. The Fence Sitter postcard campaign is designed with the ideal message that speaks to their looming concerns and calms their fears.

      The smart money is on automation

      According to Lenskold Group, 78% of marketers reported that marketing automation increased revenue.

      And 75% of brands saw a return on investment within 12 months due to using automated marketing campaigns (Focus Research study).

      Launching an automated marketing campaign is the best way to make every moment count in your business, raise your brand profile, and stay relevant.

      To get started launching a scheduled campaign or learn more, Click Here.

      To check out our FREE Contact Manager, Click HERE.

      PLUS: When you have time…below are some marketing tools to help support your success.

      1. Put Your Real Estate Business a Step Above with Your Own Branded Magazine

      Homes & Life Magazine is a customizable magazine with rich, full-color content and a sharp, professional aesthetic. It includes compelling, direct response-driven articles written by real estate industry experts and engaging lifestyle content. Send out Homes & Life Magazine in Just Minutes – No Minimums Required. Or we’ll ship it to you. Homes & Life Magazine is the ultimate “Coffee Table Lingerer”! …and it costs less than sending a greeting card! – Click Here

      2. The Free 6-Month Done-For-You Strategic Marketing Plan

      The Real Estate Marketing Planner is a powerful 6-Month Guide that strategically defines what marketing to do and when. Four key market segments include niche Markets, geographic farming, sphere of influence, and past clients. – Click Here

      3. The Free Interactive 6-Month Real Estate Business Review

      The Free Interactive 6-Month Real Estate Business Review allows you to enter your business goals for the remainder of the year and get a breakdown of how many prospects, listings, closing, and so on are needed to reach your goals.   – Click Here

      4. The Become a Listing Legend Free eBook 

      This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

      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

        Marketing is a crucial part of any business, specifically a real estate business because it helps in the following ways,
        • It promotes your services to target audiences,
        • Builds brand recognition,
        • And generate leads and sales. 

        However, for marketing to be effective, it must be seen by consumers repeatedly. 

        There is a term for this: “Brand Conditioning.” Over time, this type of marketing of a product or service results in a higher conversion rate due to increased consumer confidence.

        Repeat exposure to a brand or message is necessary for the brand to psychologically impact consumer behavior – it’s the true science of marketing.

        Here are Five Ways Repeat Exposure to Real Estate Marketing Works: 

        Reason # 1 – Repeat exposure helps to build brand recognition. 

        Consumers must be familiar with your brand to trust it enough to consider using your services. The term for this is “Brand awareness.”

        Brand awareness measures how memorable and recognizable your brand is to a target audience.

        With repeat exposure, consumers become more familiar and more likely to remember your brand, thus increasing brand confidence and awareness. 

        Once they understand your brand, they can differentiate it from other competing brands as well.

        The Looking For Listings Scheduled Campaign is shown above. To learn more, Click HERE.

        Reason #2 – Repeat exposure helps to reinforce the message you are delivering. 

        When consumers are exposed to your message multiple times, they are more likely to remember what’s special about you and your business; your value proposition.

        A value proposition is a service or feature about your real estate business that makes you attractive to customers. Hopefully, it is unique as well.

        An example might be, “my years of experience allow me to sell homes faster”.

        Understanding your message has a stronger impact on their long-term behavior toward your business. 

        Reason #3 – Repeat exposure to your message is important for the lead generation cycle.

        When a consumer is exposed to your brand multiple times, they’re more likely to take action and reach out to you for your services. 

        This is because your brand message is reinforced with each mailing that you send and the consumer is more likely to remember it when making a decision on a realtor. 

        In fact, scientific studies have proven a consumer needs to be exposed to the marketing of a business on average 20 times to be sold on using that service or buying that product.

        It takes seeing the marketing 5 times before a consumer will stop and read it.

        Reason # 4 – Repeat exposure to your brand illustrates your professionalism and ups your credibility.

        It demonstrates that you are committed to marketing, including delivering a consistent and strong message over time.

        This is perceived by the consumer as a form of marketing or a level of professionalism that you will likely carry through to your real estate clients and the marketing of their homes.

        As they say, “the proof is in the putting.” You can tell a potential client how much you will market for them, but showing them through your marketing is a much more powerful demonstration. 

        Reason #5 – Repeat exposure to your branding is essential for developing relationships. 

        By delivering a consistent brand message, you can build relationships with your target audience as they slowly get to know you better and rely on your content. 

        They begin to see you as the local area expert based on the “Just Sold” and Just Listed” success stories you send them, the educational content they receive from you, and the local area market stats you share.

        Now that you understand the importance of marketing repetition 

        Launching a scheduled postcard campaign is an easy way to get in front of your market and stay there long enough to develop the brand recognition we’ve discussed above.

        ProspectsPLUS! offers over 40 scheduled postcard campaigns in various niches, and it takes only seconds to set one up. 

        Once your campaign is launched, your postcards are automatically delivered month after month to your market while you attend to other high-level tasks.

        To learn more about scheduled campaigns, Click HERE.

        PLUS: When you have time…below are some marketing tools to help support your success.

        1. Put Your Real Estate Business a Step Above with Your Own Branded Magazine

        Homes & Life Magazine is a customizable magazine with rich, full-color content and a sharp, professional aesthetic. It includes compelling, direct response-driven articles written by real estate industry experts combined with engaging lifestyle content. Send out Homes & Life Magazine in Just Minutes – No Minimums Required. Or we’ll ship it to you.

        Homes & Life Magazine is the ultimate “Coffee Table Lingerer”! …and it costs less than sending a greeting card! – Click Here


        2. The Free 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 and when. Four key market segments include niche Markets, geographic farming, sphere of influence, and past clients. – Click Here

        3. The BusinessBase, SOI building system

        The most effective thing you can do to build a real estate business is to become more visible, more likable, and remembered more often. The BusinessBASE™ not only checks these boxes but is also a business-building machine. In two easy steps, you can begin to build a robust sphere of influence that will provide you a lifetime of repeat business and referrals. – Click Here

        4. 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

        5. The Become a Listing Legend Free eBook 

        This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

        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

          The Spotlight Feature Property Magazine is shown above. To see more, CLICK HERE

          While it certainly feels like everything we do in today’s world is digitized, printed marketing is a powerful medium with an impressive 29% average ROI.

          In fact, many organizations are returning to print options as a facet of their overall marketing approach. Personalized magazines have a long history as an effective strategy to build brand trust and loyalty.

          And, real estate professionals are beginning to understand this and use this unique tool to engage their audience and create relationships.

          1. Branding sets the stage

          Digital tools can help professionals reach a broad audience, but a personally branded print magazine is a way to create an entire atmosphere that engages readers through multiple senses.

          A magazine can sell more than just a few properties—it can also sell the lifestyle and vibe of the property and neighborhood. People build emotional connections with homes they can see themselves thriving in, and placing a curated, personalized magazine in front of them helps them visualize the life they want.

          The Spotlight Magazine Back Cover. Learn more, HERE
          2. Cuts through the online noise

          Internet listings can potentially reach a global audience, but getting lost in a vast online crowd is easy to do. Standing out is a challenge in a sea of listings.

          Many customers respond positively to what feels like a personalized touch—and that’s where your branded magazine shines. By incorporating local activities and businesses into your magazine you can deliver an experience that feels tailored to the reader and the local area.

          Online marketing is so ubiquitous that it becomes overwhelming, and many people tune it out. In a branded magazine, your personal showcase is part of an overall story and is far more likely to make an impression.

          3. Partners well with other marketing

          Personally branded real estate magazines are not the opposite of digital or social media marketing; they are the partner to it. A magazine is a tangible asset that can give potential clients something physical to browse through and engage with.

          Links within the magazine can direct them to virtual tours, photos, and more. Pairing branded print magazines with online resources can deliver a more holistic experience for clients.

          4. The link to luxury

          Luxury listings often have many amenities, but simply listing them off is not very attractive. Many potential clients in the luxury market actually expect branded print magazines to be available and view them as a sign of exclusivity.

          A tailored, slickly photographed magazine communicates that this property or area is truly something special, and now that the client has discovered it, they will want to be a part of it.

          5. Lasts long after it’s received

          Real estate magazines can be long-lasting gifts that keep giving. Even though the properties listed inside may have long since sold, the magazine can continue to deliver leads and positive engagement.

          The ‘story’ that the personally branded magazine tells will still draw clients in. Additionally, statistics show that magazine media can create more positive feelings than other media types.

          Personally branded real estate print magazines add value to clients by delivering relevant and helpful information.

          This type of marketing also cultivates a memorable and trusting relationship. Consider integrating The Spotlight, Feature Property Magazine, and/or Homes & Life Magazine into your portfolio of client outreach for a cost-effective way to drive listings and increase meaningful engagement.

          To send out The Spotlight Magazine or Homes & Life Magazine or learn more, click the “See Your Magazine Now” yellow button below.

          Watch This Video Below to Learn How to Easily Send Out a Homes & Life and The Spotlight Magazine!

          PLUS: When you have time…below are some marketing tools to help support your success.


          1. The Free 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 Markets, geographic farming, sphere of influence, and past clients. – Click Here

          2. The BusinessBase, SOI building system

          The most effective thing you can do to build a real estate business is to become more visible, more likable, and remembered more often. The BusinessBASE™ not only checks all of these boxes, but it is a business building machine. In two easy steps, you can begin to build a robust sphere of influence that will provide you a lifetime of repeat business and referrals. – Click Here

          3. 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

          4. The Become a Listing Legend Free eBook 

          This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

          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 Take a Listing Today Podcast

          Watch the ProspectsPLUS!, Take a Listing Today Podcast for actionable content to help you get more listings. – Click Here

            Welcome to the world of real estate, you soon-to-be-wildly successful agent. Your spanking new license, hung with a broker you probably just recently met, is your ticket to the big bucks – or so the story goes.

            Between now and then, you may be hungry. You may be frightened about the future. You most likely will be financially challenged. Your sole focus will definitely be on securing one client – one deal – to help you stay in business long enough to get to the next one.

            The ideal vehicle to get you to that deal – indeed, the very bedrock of your nascent real estate business — is personal branding.

            Creating an impression, and the reputation you will eventually build, combine to generate your personal brand. Constructing your brand is job number one as soon as you’ve hung your license. Everything else falls into place once this is accomplished.

            Read on for three essential tips guaranteed to help you fire up the iron and stick it strategically to your hide.

            1. What makes you Remarkable?

            “Unique” is a word that gets tossed around a great deal when it comes to discussions on branding. Among real estate agents, however, commonalities are more obvious than differences.

            Let’s face it; the basic duties of every real estate agent are the same: you list homes, fill out paperwork, show houses and act as your client’s intermediary.

            This is where personal branding comes into play. What makes you different from most of the others? Perhaps it’s your education – an agent with a Juris doctorate or even a staging certificate has an angle that many other agents lack.

            Previous careers often play into an agent’s branding efforts as well.

            As a former TV news anchor, Bob Sokoler with Re/Max Properties East in Louisville, KY is undoubtedly the best real estate video producer among the agents in the area. It makes him stand out, and he uses that as part of his branding.

            Answer the following questions to help determine what makes you different:

            • What are your interests and passions? What motivates you?
            • What are your strengths? What behaviors, attitudes and abilities have consistently produced positive outcomes in your life?
            • Consider your education and previous work experience.

            Get clear on what makes you remarkable. Those qualities, those aspects of you, are what will keep you from being a dime-a-dozen agent.

            Then, state those qualities, commodities, or even quirks in a declarative statement that helps you get a handle on your brand. “I am a high-end real estate agent giving the sophisticated consumer a stylish and tailor-made real estate experience,” wrote a luxury agent.

            2. Who is your Target Client?

            Radio DJs are taught early in their careers to get a clear image of who they’re talking to every time they open the microphone. They’re told to imagine one person and to speak directly to him or her.

            Define your target client. It may help to create an actual profile of this person. For instance, if your passion for golf has led you to decide to concentrate on golf course homes, your ideal client is, obviously, someone who plays a lot of golf. Is he retired with lots of spare time or a weekend warrior that hits the links as soon as the tie comes off? Golf isn’t cheap, so this client most likely has disposable income.

            Once you know who your target client is, you’ll be in a better position to start thinking about how you’ll brand yourself to attract this client and others like him.

             “A brand has to resonate with the target market by standing out in the sea of sameness, and fit like a glove based on one’s personal preferences,” suggests Ron & Alexandra Seigel of Napa Consultants, International

            3. Try it on

            You know what sets you apart, you have a handle on the types of clients you’ll attract, now you need to try some stuff on and see how they fit and how they’ll be perceived in the marketplace.

            “Are you flashy, edgy, comforting, or sophisticated? Does that fit the consumer base you’re looking for?” asks Seattle broker Sam DeBord.

            The “feel” you want to promote dictates how you’ll build the basics of your brand, such as “logos, fonts, colors and graphics that fit the theme and relate it to your customers,” DeBord says

            Once you’ve found a good fit, you’ll need to build that brand into your website, blog, business cards, brochures, and everything else that makes up your business’s public face.

            “Not every agent can be the top salesperson in town, but each can find their own branding niche:  dog-friendly agent, houseboat sales team, modern design brokerage, stone-cold investment-negotiation expert,” DeBord explains.

            “Then find visual guidelines and a business process to inform your specific customers that you are the right professional for their needs.”

            What will you be known for in the marketplace? It pays to take the time to figure that out.

            Are you ready to go after a specific generational niche? If so, create your targeted list HERE, then launch a scheduled Campaign in just minutes.

            The Call to Action postcard campaign is the perfect direct mail marketing tool to get prospects reaching out to you. And, for 3 more days, get 10% off Call To Action Campaigns.

            Shown above: Call to Action postcard campaign, available in the FARM campaign section. Learn More, HERE.

            HOW TO LAUNCH A CALL TO ACTION CAMPAIGN.

            Hit the “CLICK HERE” link, below (from a desktop or laptop computer) and choose the Call to Action Series.

            USE PROMO CODE: ACTION10 to get 10% off the first month of a Call to Action Campaign.

            Schedule a Call to Action postcard campaign, now, CLICK HERE!

            This sale expires on 10/30/21. 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…below are some helpful tools to support your success.

            1. The Free 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

            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. The Automated Way to 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

            This image has an empty alt attribute; its file name is Real-Estate-Mailing-List-Guide2-3-D-999x1024.jpg

            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

            5. The Become a Listing Legend Free eBook 

            This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

            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

            6. The Free Online ROI Calculator

            This image has an empty alt attribute; its file name is ROI-calculator-b-233x300.jpg

            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” 

            This image has an empty alt attribute; its file name is CRUSH-IT-Guide-3-d-298x300.jpg

            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

              Have you ever puzzled over what value you offer potential and existing clients that no other agent (or few others) offer?

              Or, do you bundle up the same service as every other agent in town in the hope that it will be enough to prove to consumers why you deserve their business?

              Determining your “unique value proposition,” or UVP for short, is critical, especially if you work in a market saturated with other real estate agents.

              Quick explainer for newbies

              A UVP “… is a concise, straight-to-the-point statement about the benefits you offer customers,” according to Solomon Thimothy at inc.com. “In other words, it’s an explanation of what makes you different,” he concludes.

              It sets you apart from other agents. “It’s the promise you make to your customers and clients to deliver a unique experience, claims Tony Khuon at agilelifestyle.com.

              So how do I come up with this UVP?

              Think about what you can offer that few other agents do. If you’re a veteran, brush up on the VA home loan. Your UVP is that you are uniquely qualified to work with veterans.

              If you’re an ace marketer or come from a marketing background you no doubt offer creative marketing solutions to home sellers. Solutions other agents can’t match. That’s an amazing UVP.

              While many agents have started offering free services to their listing clients, the number still remains small. Stand out from the crowd by offering one or more of the following:

              • Free staging
              • Free housecleaning
              • Free curb appeal consultation
              • Free handyperson services (such as two hours of services, or something similar)

              Yes, the thought of paying for these services is uncomfortable, but homeowners value these and, therefore, they make a dandy UVP.

              Two more “services” that consumers find attractive are discounting your commission or giving a portion of your commission back to the community.

              You don’t need to spend money, however, for what you offer to be considered valuable. “Homes I list sell for an average of 3% or more above list price.”

              If true, that’s a pretty compelling UVP.

              Remember to add your unique service to all of your marketing as a powerful call to action.

              FARM, Call to Action Series Postcard Campaign shown above
              Keep it simple and human

              Your UVP needs to be simple, both in length and in word choice. Here’s an example of what not to do:

              We are “… a dominant online presence with a combination of innovative marketing and strategic outreach. Cutting-edge lead capture and unique tracking URL’s ensure exposure and buyer retention.”

              Put yourself in the shoes of a consumer reading this UVP on the group’s website.

              What is “lead capture?” And “cutting edge” these terms have become absolute turn-offs. Tracking URL’s? Buyer retention? Where is the part of the UVP that allows the reader to clearly understand the value this team offers?

              Then, ironically, this same UVP shows up on seven other real estate websites. Seven agents trying to prove what makes them different share a UVP with seven other brokerages.

              Here’s another that we found. “Our astute team creates a plethora of assets unique to your home.”

              Aside from dumping the words “astute” and “plethora,” this real estate team needs to describe exactly what “assets” they will “create.”

              If you can save consumers money on their real estate deal, make the process easier or make it quicker, you’ve got yourself the makings of a UVP that will attract real estate clients.

              Did you know our Holiday Scheduled Campaign is currently on sale 10% OFF the first month?

              Farm, Holiday Scheduled Campaign is shown above. Learn more, HERE

              TO LAUNCH A HOLIDAY CAMPAIGN:

              Hit “CLICK HERE”, below (from a desktop or laptop computer).

              USE PROMO CODE: HOLIDAY10 to get 10% Off at check out.

              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). This sale expires on 10/02/21.

              Launch a Holiday 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…below are some helpful tools to support your success.

              1. The Free 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

              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. The Automated Way to 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

              This image has an empty alt attribute; its file name is Real-Estate-Mailing-List-Guide2-3-D-999x1024.jpg

              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

              5. The Become a Listing Legend Free eBook 

              This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

              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

              6. The Free Online ROI Calculator

              This image has an empty alt attribute; its file name is ROI-calculator-b-233x300.jpg

              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” 

              This image has an empty alt attribute; its file name is CRUSH-IT-Guide-3-d-298x300.jpg

              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

                Best Books for Agents

                While there are agents who are still managing to carry on business as usual during the pandemic, many are hunkered down at home, trying desperately to figure out what to do next.

                You could bust your boredom like Katherine Hahn, but it won’t do much to fan the flames of your real estate brand or make you more productive when we come out of the other end of this thing.

                The At-Home postcards are from the COVID-19 Series in the postcard section.

                We’ve come up with several ideas to help you out and we start with hunkering-down reading material. Some of our suggestions are older books, but the information within them is still brilliant. Others are newer offerings with tips on digital marketing especially. And, a few are pure escapism.

                Follow the link in the title of each book to learn more about it.

                1. The Social Agent’ 2.0 Update: The Evolution of Digital Marketing, Tony Giordano

                Considered a “celebrity real estate agent,” Giordano is also a national speaker and author who prefers to show, not tell, how to do social media right as a real estate agent.

                The book’s reviews on Amazon can attest to his success with that, with one reviewer claiming that “Tony goes into some detail on what to actually do, instead of just ideas, which I appreciate.”

                Giordano talks about “Online Presence vs. Present Online,” and explains how “Everyone is present yet few have presence.”

                ‘the social agent’ is also available at Barnes&Noble, which is currently offering free curbside pickup for online orders.

                2. What to Post: How to Create Engaging Social Media Content that Builds Your Brand and Gets Results (for Real Estate), by Chelsea Peitz

                Like “the social agent 2.0,” this book dives deep into various social media strategies. Peitz, however, promises that What to Post is “… a step-by-step guide that will help you create a fail-proof social media content strategy that will give you an unfair advantage on platforms like Facebook and Instagram and generate FREE real estate leads.”

                Unlike a lot of real estate-specific books on the market, What to Post was published in February 2020, so you won’t find a section about what to post on MySpace and other outdated, non-existent platforms.

                Peitz, by the way, is the national director of social sales for Fidelity National Financial, as well as a social media coach and brand developer.

                The At-Home postcards are from the COVID-19 Series in the postcard section.

                Since social media marketing should be among your go-to methods right now–while most people are hunkered down and spending lots of time online–this may just be the ideal book to read.

                Go take a peek inside the book at Amazon.com.

                3. Lead with Heart: Transform Your Business Through Personal Connection, by Tom Gartland

                First, let’s address the Amazon ratings. There are only three and one of them is from what sounds like a disgruntled former employer. He or she really doesn’t review the book, so we’re disregarding it and hope that you will too.

                Why?

                Since its publication in 2018, many agents have suggested this book to others. For instance, Minnesota broker and mega-agent Kris Lindahl raves about Gartland’s leadership principles.

                Especially if you are leading a team of agents, give this book a read.

                4. Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business, by Ann Handley

                We love that Handly devotes an entire chapter to creating case studies. Too few agents use them in their marketing and, if done right, they are so powerful.

                But you’ll also learn the art of blogging, how to put together a killer ebook, podcast or video.

                Content Rules is also available at Barnes&Noble.

                Escapism

                After an evening spent watching the news or hanging out on social media, do you ever find yourself in “the panic that comes with knowing too much and being able to do so little?”

                Elena Nicolaou, culture editor at OprahMag.com, calls this “coronanxiety.” Her secret for fighting it?

                “Feel-Good Books.” Although many might consider this escapism, Nicolaou cites the many psychologists who “… recommend reading as a coping mechanism during high stress moments.”

                Fiction is ideal right now, the perfect vehicle for “… the off-ramp of reality,” as Nicolaou calls it.

                So, what’s the recommendation? There are far too many to single out one. In fact, here’s a link to the Modern Library’s list of the “100 Best Novels” so you can choose. 

                We’ve chosen a few of our favorite “couldn’t-put-them-down” books:

                11/22/63, by Stephen King

                Appaloosa, by Robert B. Parker

                The Art of Racing in the Rain, by Garth Stein

                The Kin of Ata are Waiting for You, by Dorothy Bryant

                The Kite Runner, by Khaled Hosseini

                The Pillars of the Earth, by Ken Follett

                Happy reading and stay healthy!

                The At-Home postcards are from the COVID-19 Series in the postcard section.
                Send a postcard from the COVID-19 Series to your Sphere or Farm. Let them know you’re thinking about them by offering DIY projects and family fun to keep busy during the stay-at-home orders.

                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

                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

                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

                6. 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

                Engage the right audience

                Ok, I’ll say it: some real estate clients are better than others. The qualities that go into the making of the ideal client are subjective, but the fact remains that your favorite clients, financially and otherwise, are head and shoulders above the rest.

                So, how can you attract more like them and fewer of the others?

                It starts with your branding. Since it’s the chief attractor of leads, improving your branding will help you attract more of the leads you are seeking.

                You are your branding

                Scary, right? Unless you are the agent that has spent a great deal of time working on your brand, what you are putting out there may appear unfocused and too general.

                Let’s break it down and see where you might need a new strategy.

                First, who is your target client? And, no, “anyone with a pulse” isn’t the correct answer. In fact, pursuing all real estate consumers is one of the most common mistakes real estate agents make. When you try to be the “every agent” to everyone, you lack focus and your brand gets watered down.

                Instead of standing out, you blend in.

                Take some time to think back on your past clients, picking out those you truly enjoyed working with and who were most profitable. See what each of them have in common and then write out their client profile, combining the commonalities among those on your list.

                Focus in

                Are you suffering a brand identity crisis? It happens frequently when agents don’t take the time to focus on a target client pool.

                For instance, suppose the primary real estate consumers in your area are Gen Xers with a family and a home to sell before they buy another. However, your blog posts and social media shares are about condos and your happy hour cocktail client events don’t speak to the primary client pool at all.

                Once you have narrowed down your ideal client, it’s time to customize your brand (and content is a main component) to appeal to and speak to that client.

                When you strategically focus your brand’s “voice,” you’re more likely to attract the clients you prefer.

                Keep it simple

                Hopefully, your brand communicates to potential clients in a way that engages them. Unless you’re a strictly luxury home agent, this means keeping your web content and blog posts simple – writing in plain English and at a 9th-grade level.

                Sounds weird until you understand that the average American adult reads at a 9th-grade level, although studies show that we prefer to read at a 7th-grade level, according to the National Assessment of Adult Literacy.

                Other studies show that nearly 80 percent of us don’t really read the words but scan the content. Therefore, the average reader isn’t looking for flowery prose, real estate jargon they can’t decipher, clichés or self-promotion.

                And, whatever you do, avoid trying to sound like every other agent in town.

                “Would you go to a dinner party and repeat what the person to the right of you is saying? Would that be interesting to anybody? Why are so many businesses saying the same things at the biggest party on the planet — the marketplace?” Jason Fried, co-founder of Basecamp asks in an article at Inc.com.

                Keep your content simple in vocabulary, friendly and engaging while you supply your ideal client with the real estate information he or she craves. How’s the current market? What step should I take next?

                Your brand’s voice, evident in your content is important, but it’s speaking to an empty room if you don’t promote it. Use social media channels and direct mail marketing to push out your branded content and bring more eyes back to your website and more calls to your phone.

                Brand voice is just one part of a brand, but, for real estate agents, it may just be the most important aspect.

                Are you currently focused on attracting sellers? What do sellers want more than anything? Buyers!
                Send the I Have a Buyer postcard from the Listing Inventory Series to 100 prospects in an area where you want more listings.

                Need help targeting 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 3 free ways we can help you CRUSH IT in 2018!

                1. The Free 2018 Real Estate Business Plan.

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

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

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

                Also…check out these cool tools 🙂

                Three Click Postcards – Just snap a home photo & create a postcard all from your mobile phone

                MLSmailings.com – Automated Just Listed, Just Sold Postcards

                Market Dominator System – Become a neighborhood brand

                Want to Refer a friend or colleague? Refer them Here. THEY get a Free $25 Gift Card and YOU become a hero!

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