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Tuesday, May 21, 2024

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    Real estate is local – how many times have we heard that one? Real estate buyers, however – especially in certain parts of the country – are increasingly global, and many real estate agents are turning the international real estate client niche into a lucrative living.

    Consider this: foreign buyers spent $59 billion dollars on U.S. residential real estate in the last two years, according to the National Association of REALTORS®.

    The association also claims that the average sale price ($598,200) and the median of $366,100 were the highest on NAR’s record.  

    Where is all this money coming from? It depends on, again, local markets. NAR claims that most of it are coming from China, Canada, India, Mexico, and Brazil. 

    Despite the fact that South Americans are flocking to Miami’s luxury condo market, NAR says that most international purchases are for single-family residences. The study also says that the most preferred cities for foreign buyers are Florida, California, Texas, Arizona, New York, and North Carolina.

    So, how does an agent get her fingers in the international real estate pie? Like most niches, it takes time, and it requires a system.

    The Shifting Market Series is shown above. To see more designs, Click HERE.

    How to break into the niche

    Choose an area of specialization. “Because of the wide variation in customs, language, geopolitical and procedural considerations involved in serving international customers and clients, international specialists usually specialize in one or two countries, either related by language or belonging to the same global region,” says Coco Waldenmayer, former managing broker of  Engel & Völkers in Naples, Florida.

    To select a region in the world that you are best suited to serve, Waldenmayer suggests asking yourself the following questions:

    • Are you attracted to one continent over others?
    • What is your familiarity with one or more other cultures?
    • Does your sphere of influence already include individuals from a certain country?
    • Have you traveled to the region?
    • Do you speak the language?

    Remember that many international clients come from English-speaking countries even if you don’t speak a foreign language. Aside from the United States, the countries with the highest percentage (not number) of English-speaking residents are:

    • Australia
    • United Kingdom
    • Ireland
    • Philippines
    • Canada
    • Germany

    Once you’ve decided on an international farm area, consider obtaining the Certified International Property Specialist designation, which offers exceptional networking opportunities.

    There is much more to know about successfully working with international buyers; we’ll be unpacking that in an upcoming article.

    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

      Some real estate agents enter the business with a huge sphere of influence to tap for their first deals. A lot of these agents are members of civic organizations, churches, or philanthropic groups. Even parents active in the local PTA come to the business with a list of potential clients. 

      Sound a bit mercenary? 

      On the contrary, using your community, social and familial contacts to help you cultivate potential clients makes sense. 

      “Involvement” is the operative word

      One would assume that the busier the real estate agent – the more successful his practice – the less likely he is to volunteer within the community. That assumption is wrong.

      Successful agents that understand the power of delegation and hire a staff, even if it’s one assistant, typically have a little time to devote to a community cause or to a personal passion.

      When asked how they give back, those who claim they don’t have time to get into the community say they donate money. 

      While giving to non-profits, charities, churches, and other organizations is commendable, it is not really “community involvement.” 

      So, don’t let us stop you from writing those checks. We just hope you’ll consider giving some of your time as well.

      The Comfort Food Series is shown above. To see more designs, Click HERE.

      Mingling online doesn’t count either

      The internet has changed many things about the way agents run their businesses, including how they stay in touch with past clients and their spheres. Much of it revolves around the use of social media. 

      But is social networking comparable to meeting face-to-face within the community?

      Don’t get me wrong, being social via tech is valuable to your business. So, mingle online all you want, but it should be in addition to in-person involvement.

      Meet and greet

      This is where the meat of your community involvement campaign is – those organizations where you can contribute your time and talent and meet lots of folks from the community you serve.

      Activities are more relaxed than the typical real estate transaction, so people get to know you as a person, not as a real estate agent. 

      Let’s face it – there isn’t much that distinguishes one agent from another, but on a personal level, it’s easy to set yourself apart.

      Network with a passion

      It’s important to pick a cause for which you feel some affinity – preferably a passion. This way, you can focus your efforts on the cause, not the leads. The leads will come – just give it some time.

      Of course, if you have a passion – say for helping veterans or tutoring children – half the battle is won right there. If you have lots of interests, do some online research to help pare down the choices. Here are several places to start:

      • AmericaCorps (ideal for Baby Boomers or those specializing in that niche) 

      There are numerous civic clubs to consider as well, such as 

      Finally, ask your local church or school what kind of help they may need, and if you’re athletic, become a volunteer soccer, baseball, football, or tennis coach.

      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

        From billboards to Google ads, there are so many ways to expose a real estate brand to more eyeballs. Some of these, most of them digital, are hit-and-miss. Viewing your Google ads, for instance, relies on users clicking on your ad.

        A compelling direct response report, however, offered on social media, in an email, or on your website has a much better chance of gaining those all-important eyeballs in a way that’s not confrontational.

        Quit relying solely on a digital marketing strategy that may or may not be effective. Make your strategy multi-pronged (and far less expensive) with direct response reports.

        Digital marketing is an overcrowded space

        Let’s face it, especially in real estate, it’s tough to compete online.

        It takes a lot of effort and, typically, money to stand out from the crowd online. First, you’ll need a digital marketing strategy; if you don’t hire an agency or try a DIY strategy, the learning curve is a monster.

        For the average agent, real estate business marketing dollars can only go so far. Make efficient use of your time and budget by marketing to your target audience with engaging reports.

        How to win with direct response reports

        You’ll first need to decide which topics you want to cover with the flyers. If you’re a listing agent, there is no end to topics you can use:

        • 3 Critical Steps to Take When Ready to Sell
        • Dangers of Overpricing
        • Should I buy or sell first?
        • How Likely is a Real Estate Market Crash

        To see the direct response reports listed above and any of our 50 Direct Response reports, click HERE.

        A few of our Direct Response Flyers are shown above. To see more, Click Here.

        Looking for buyers? Targeting renters is a brilliant strategy, and you can find many of them in condos and apartment complexes. Here are a few topics to consider:

        • 4 Mortgage Options with Low Down Payments
        • Rent vs Own
        • Common Reasons Home Purchases Fall Apart
        • How to purchase a fixer-upper

        Check out the four buyer Direct Response flyers mentioned above HERE and many other reports targeted specifically for buyers.

        If you decide to go the DIY route, use basic online formatting on your handouts. Keep your real estate flyers simple and employ:

        • Lots of white space (don’t try to cram your bio, for instance, on marketing handouts).
        • Use bullet points.
        • Use short sentences and paragraphs.
        • Use a compelling, colorful, attention-grabbing photo.
        • Keep a digital copy of your creation that you can include in your newsletters, emails, blog, and on social media.
        Get them out and start generating motivated buyers/sellers

        Although flyers work great in a door-knocking campaign, you aren’t limited to that marketing method. Consider using one of the most effective marketing techniques ever: direct mail. Offer your “free report” on your direct mail piece and provide an easy way to get it either through a link to a download (in exchange for an email address or by text).

        Now you’re able to follow up with your new prospect via their email address or phone number to make sure they received their report and to ask if they have any questions. 

        Branded flyers containing interesting, valuable information, delivered consistently, is a brilliant way to expose your brand as the area specialist to the right audience.

        If you’re looking for a way to stand out in a competitive market, consider adding them to your arsenal.

        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 all of 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

        6. 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

          A for-sale sign went up in the front yard of a home down the street from me. Each time I drove by, I wondered what the listing price was. I finally looked it up online. I shouldn’t have had to do that. Nor should other neighbors have to do that.

          A buyers’ agent with frustrated clients should’ve circle prospected around that listing. A postcard to every home in the subdivision, letting them know that a home just went on the market and the price of the home would put that agent front and center in the residents’ minds.

          That is just where he or she needs to be if one of them is thinking of selling. And the chances are excellent that another home will go on the market soon.

          It’s no longer enough to counsel clients on being patient, adjusting their expectations, and coming into the market fully prepared.

          It’s time to get proactive. Not only is it a way to secure listings, but to expose your brand to a wider audience.

          Direct mail as the centerpiece of a circle prospecting campaign is probably the best way to take charge. But, it’s not the only way, and this market demands a multi-pronged strategy.

          Just Listed Postcards perfect for circle prospecting. See more HERE
          1. Add a pinch of social media

          You don’t need to be an influencer to obtain results on social media. Get busy posting and responding. Let your followers know what your buyers’ needs are. Share articles on the huge amount of equity that homeowners are sitting on right now and create a sense of urgency to get them off the fence and into the market.

          I once read an inman.com article from seattlehome.com managing broker Sam DeBord. In it, he shared a story about how he dealt with a low inventory situation by blogging consistently and sharing his posts on Facebook.

          It worked. He got a call from a stranger who read one of his Facebook posts and offered him the listing.

          2. So, you didn’t take the listing

          Go through your CRM and dredge up information on every listing presentation you’ve made but didn’t get the listing. Check to see if the home ever sold and, if it didn’t, reach out to the homeowner. This one is especially effective if the original market value is significantly higher today than it was when you made your listing presentation.

          Chances are, it is.

          3. Equity is a game-changer

          Again, the equity angle will most likely move someone if they’re not opposed to selling. As I mentioned earlier, homeowners who keep up with the news understand that home prices are high.

          Most, however, don’t have the vaguest notion of what their home is worth and how much equity they’re sitting on.

          A proactive agent would’ve not only sent me a postcard when that home in my neighborhood hit the market, but she would’ve followed up a week or two later with an unsolicited, basic CMA. Again, circle prospecting around current real estate activity is one of the best ways to get listings.

          No, these three steps aren’t new, but they may be game-changers for an agent who is struggling to find homes for their buyers. They are also terrific at getting you back to that coveted top-of-mind position with your sphere.

          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 all of 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

          6. 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

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