niche marketing

How to Work with a Reluctant Home Buyer and Save a Faltering Deal!

Mar 31, 2022

One thing that hot and heavy real estate markets bring is anxiety for buyers. In slower markets, homebuyers have time to leisurely view homes for sale.

Today, they have to act so quickly they let common sense fall by the wayside. Remorse sets in and, can you blame them?

Buying a home is a huge financial commitment and feeling rushed or challenged in a bidding war can make even the strongest buyer develop lingering doubts.

Think about buying a car. Unless you walked onto the lot knowing exactly which make, model, and year you wanted, you may have had to do some comparison shopping. When you finally narrowed down the choices to one, did you hear that little voice in your head that questioned your choice?

The First Time Buyer Series is shown above. To send a one-time mailing, Click Here. To send a recurring campaign, Click Here.

“Am I making a huge mistake? Maybe I should choose the Nissan instead of the Honda.”

That, my friend, is known as “cold feet,” and it’s the first symptom of a full-blown attack of buyer’s remorse.

Knowing the signs puts you in a position to help your client and save the deal, so let’s unpack this.

Watch out for these warning signs

Not all buyers prone to remorse will exhibit the same symptoms, but do pay attention if any of the following occur:

The buyer is concentrating on the minutia when deciding whether to make an offer. “Asking about when the roof was replaced or how old is the water heater are good questions and the buyers are thinking straight,” suggests Conor MacEvilly at myseattlehomesearch.com.

“But when they start asking about the wine stain on the living room floor, the hairlike crack in the kitchen ceiling, and the dripping bathroom faucet before making an offer, you are probably going to end up with one extra picky buyer …,” he concludes.

The buyer complains of feeling “rushed” or pushed into making an offer. Whether this is because you are actually rushing them (please don’t) or market conditions are putting pressure on them, pay attention to this warning. This is the time to remind them that contingencies are their friends and that nothing is a done deal until those are removed.

Deal with it

Always insist on a buyers’ consultation session before viewing any homes for sale. This is your opportunity to learn more about them and to get a feel for their motivation. It’s an important factor when judging whether they will stick with a deal.

During the consultation, ask them their reasons for buying a home. Here is what you should hope to hear:

Their monthly housing payment will remain stable (at least with a fixed rate loan)
Build wealth
Tax advantages
Freedom to own a pet and make changes to the home
Starting a family or a growing family
Need a larger home to accommodate an aging parent
Just moved to the area and need to move quickly
Want to cut their commute time

While there are others, these are strong motivations for a homebuyer. When feet appear to be getting cold during the buying process, remind your client what motivated them to buy in the first place.

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 esthetic. 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 when. Four key market segments are included, 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 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

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

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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

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

Build Your Real Estate Business for the Long Haul. Choose a Speciality

Oct 21, 2021

In the medical field, a physician that deals with the masses is a general practitioner. In the real estate industry, an agent that deals with the masses is . . . well, a real estate agent.

Just as there are medical specialties like neurosurgery and psychiatry, so are their specialties in real estate, yet the industry professionals have been slow to catch on.

Seth Godin, author, entrepreneur, marketer, and public speaker, in a speech to a group of real estate agents, talks about micro-specialization and claims that it’s the best way to build financial assets for the long haul.

Micro-specialization is drilling down into the various specialties you might offer and choosing just one. So, instead of being the guy or gal in town that handles everything from condos to ranches, you would be the Empty-Nest expert or the Move-Up Market, expert.

Then, you can employ hyper-targeted marketing until you own that specialty. It’s not a quick process, but if you stick with it, you will find long-term success.

Some Markets aren’t Conducive

Niche marketing in large real estate markets, such as Los Angeles or Chicago is easy. Agents in tiny markets, however, will probably find that the strategy narrows your potential client pool drastically and the benefits you might find in a large market just won’t present themselves.

Sure, it’s a Scary Thought

Many real estate agents are cut from the same cloth. They present like they’re unique in their market yet copy other agents. Does “It’s a GREAT time to buy a home!” ring a bell?

Why?

Because everyone else is doing it and because breaking away from the pack is frightening to many people. So, they allow the fear of driving away even one potential client to fuel their march, in lock-step, with every other agent in town.

Godin likens this fear to burning all other bridges in the industry. But to become memorable – to own a specialty – you must burn those bridges. You must step outside the safety zone of the pack.

The Bonus

Choosing a specialty comes with a bonus – branding and targeted marketing are a snap. Once you’ve settled on a niche, you know exactly who your audience is, you know where to find them and, sometimes, even their ages.

“Let me tell you, the day I decided to cut all the other specialties loose to concentrate on my niche, I was terrified. The future was so unsure, but I did it anyway,” one of our Florida clients recently told us.

“Am I sorry? No way!”

If you want to stop chasing business, choose a niche and own it. Become the First Time Buyer Specialist, the Absentee Owner Expert, or go after the Move-Up Market and let prospects come to you instead of you chasing after them — while competing with every other generalist in town.

You won’t be sorry.

Ready to own the Move-Up Market? Discover Move-Up Market Prospects in your area and get the first 100 prospects for free – for 3 MORE DAYS!

Right now, the first 100 on a **Move-Up Market Prospect List** are FREE TO YOU! (sale expires Oct. 23rd).

HOW TO FIND MOVE-UP MARKET PROSPECTS IN YOUR AREA.

Hit “CLICK HERE”, below (from a desktop or laptop computer) and choose the Demographic Search Tool.

USE PROMO CODE: MOVE100 to get the first 100 prospects free.

Discover Move-Up Market Prospects in your area, now, CLICK HERE!

This sale expires on 10/23/21. 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

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

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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

5. The Become a Listing Legend Free eBook

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

Generate MORE LISTINGS by Going After the Probate Market

May 13, 2021

Probate is the legal process “through which a deceased person’s estate is properly distributed to designated beneficiaries. If any debt is owed it is paid off to creditors,” according to the experts at LegalZoom.com.

The probate process varies according to state. For instance, your potential new “listing client” is considered the contact person for the decedent in a probate case. However, the term used to define this person is just one of the aspects of probate that varies based on where they live.

In Hawaii, he or she is called the decedent’s “personal representative.” In California, you’ll need to find the name of the executor or executrix.

This representative is tasked with coming up with an inventory of the deceased’s estate and the disposal of the assets, including the home, according to the decedent’s wishes.

Findlaw.com offers a handy chart that displays specific probate laws and terms for each state, here.

Probate real estate is a growing niche

You, as a real estate agent experienced in probate sales (which you will be after your first probate transaction), are the decedent’s biggest assets.

All housing market eyes are on members of the baby boomer generation when it comes to potential, future probate cases.

And the interest is justified, considering that older Americans currently own 40 percent of the country’s housing stock.

Fannie Mae calls this the “departure of older adults from the homeowner market.” What they mean is their departure from the earthly realm, but they’re far too kind to put it that way.

Get More Probate Clients by Launching an *Agent Definition Series* Scheduled Campaign. Learn More, **HERE**

While Baby Boomers are living longer than previous generations, they will “exit homeownership” during this new decade. Statistics show they will exit at a rate of 42 percent higher than the previous decade, according to Fannie Mae’s Economic & Strategic Research Group.

The learning curve for real estate agents

If you lack enough first-hand knowledge of the process to get you started, you’ll need to learn all you can about the probate process in your area.

Start by visiting the Findlaw.com link we mentioned earlier. Then, call your MLS or local association to find out if they offer probate educational opportunities.

For instance, the Orange County Association of Realtors, in California, at one time offered probate training by a local probate attorney (not sure if they still do).

If you’re willing to pay the cost of online probate real estate courses, you’ll find them offered at AllTheLeads.com. They also have a podcast on the topic. We know nothing about the courses, so perform your due diligence before signing up.

Some of us prefer the self-taught method of learning. If you’re among this group, you’ll find loads of information online:

Then you’ll need to generate probate leads

Starting out, you may opt for buying leads, and that’s ok. While we don’t know anything about the following companies, it may be worth it to check them out.

DIY agents should know that probate records are public. But that doesn’t mean it’s easy to access them.

There are two ways to approach the search, initially:

Choose a county you’re interested in working in. Call the probate court for that county and ask how you can obtain a list of probates. Can’t find a “probate court” in that county? Call the circuit court.
Do an online search for “[Name of County] probate records.” This should help you find the .gov site that will outline the steps to get copies of the court records.

An additional source for purchasing probate prospect lists is with Rebogateway.

Probate clients aren’t like other real estate clients

You’ll meet a variety of clients when you start specializing in probate real estate. Some will be grief-stricken over the loss of a parent and the loss of the family home. Others are happy to help you sell the home in the shortest amount of time possible.

Often, it becomes a group undertaking, where all the details need to be ok’d by all siblings.

Emotions may run high so if you aren’t good at dealing with them, you may want to reconsider this niche.

If, on the other hand, you’re not afraid of others’ emotions, probate real estate can be a lucrative and rewarding specialty.

Ready to generate more listings by going after the probate market?

After you grab your prospect list, launch a weekly Get More Listings Scheduled Campaign to let them know you’re ready to help them sell their home.

FARM, Get More Listings Campaigns are currently on sale 10% OFF the first month. But ONLY for 3 MORE DAYS! (sale ends 5/15/21).

*FARM, Get More Listings* Scheduled Campaign (shown above). Learn more, **HERE**

TO LAUNCH A FARM CAMPAIGN:

Hit “CLICK HERE”, below, to get started on your FARM, Get More Listings Scheduled Campaign (from a desktop or laptop computer).

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. The price shown at check out is per mailing, not campaign total).

Launch a FARM, Get More Listings 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

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”

How to Convert Renters Into Motivated Home Buyers – With LESS WORK

Dec 17, 2020

A new Joint Center for Housing Study from Harvard University calculated 12 million American’s spend more than 50% of their earnings on rent.

This reality is probably why more renters are waking, up fed up that their rent checks are lining their landlord’s pocket and are ready to considering buying.

In the past, Americans in the nation’s most expensive cities have chosen to rent because it appeared to be a feasible solution. 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 realizing that perhaps a fixed-rate mortgage payment is far better than the wildly accelerating rental rates of late.

**Yet, some people still choose to rent. Why?**

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.

Here are some suggestions on 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 overall long-term cost advantage of buying over renting.

It’s the assumption that the 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.

In addition, educate renters on the down payment assistance programs that are available to them.

Although many are reserved for low-to-moderate-income earners, there are some for those who earn more.

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.

What demographic of renters you should target?

When creating your rental prospect list, target renters who earn in excess of $70,000 per year. 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).

If you’re in a market that doesn’t provide an adequate targeted prospect list when you target $70k and up, then grab an annual salary range that better fits your market.

ProspectsPLUS! has a demographic search tool that makes it easy to build a list of high-income renters based on an annual income range you choose, under the “custom search” option.

NOW, you can convert renters into home buyers with less work

The ideal way to communicate, educate, and build trust over time with renters is to launch a renter postcard marketing campaign.

And, now, your ability to do this just got TEN TIMES EASIER with the New ProspectsPLUS! Renter Scheduled Campaigns.

In one quick sitting, you can schedule your renter postcards to go out over a period of time on a weekly, bi-weekly, monthly, or bi-monthly basis.

And, YOU DON’T PAY until each mailing goes out (change or cancel up until the night prior to mailing)!

To Launch a Renter Scheduled Campaign, Pick a Postcard Series, Then:

Choose Your Start Date (see image below)
Pick your mailing interval (weekly, bi-weekly, etc)
Then attach your renter prospect list (you can schedule as little as one postcard to go out).

To get started on your renter scheduled campaign, from a desktop or laptop computer, click the “Go Now” button, below.

GO NOW

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

1. 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.

2. The Free Real Estate Mailing List Guide

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

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4. 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

5. Become a Listing Legend Free eBook

6. The Free Online ROI Calculator

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

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