Many agents slash their marketing budgets in a down market, hoping to “wait it out” until the market improves.
However, the top 1% of real estate agents know this is the biggest mistake you can make. Instead of pulling back, they double down on marketing, ensuring they stay top-of-mind while others disappear.
Marketing = Market Share
According to the National Association of Realtors (NAR), 87% of agents fail within the first five years—often because they fail to generate consistent leads. Meanwhile, the top-performing agents understand that marketing isn’t an expense—it’s an investment.
Just Listed Postcards are shown above. To see more series and options, Click Here.
A study by the Association of Real Estate License Law Officials (ARELLO) found that agents who market consistently generate 3x more leads than those who don’t.
According to Forbes, businesses that maintain or increase their marketing spend during economic downturns recover 2.5x faster than those that cut marketing.
Visibility Wins in a Slow Market
Homeowners don’t stop needing to sell, even in a challenging market. However, sellers only consider the agents they see the most when fewer homes are listed.
“Out of sight, out of mind. The agents who keep marketing today will be the ones getting the listings when the market rebounds.” – Tom Ferry, Real Estate Coach
What the Best Agents Know
The top 10% of agents earn 90% of commissions—because they continue marketing while others vanish.
“The agents who survive downturns are the ones who keep their names in front of sellers. When the market rebounds, they dominate.” – Brian Buffini
Bottom Line: The agents who keep marketing today will control tomorrow’s market. Don’t disappear—keep marketing and claim your market share!
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 2025 Q1 Real Estate Marketing Guide
Kickstart 2025 with our First Quarter Real Estate Marketing Guide, designed to help you achieve your real estate business goals. Packed with tools like a goal-setting sheet, monthly insights, tailored task lists, and marketing recommendations, this free guide is your ultimate resource for success—download it today for FREE! –Click Here
3. The Free Interactive 6-Month Real Estate Business Plan
The Free Interactive 6-Month Real Estate Business Plan allows you to enter your business goals for the remainder of the year and get a breakdown of how many prospects, listings, closings, and so on are needed to reach your goals. – Click Here
Direct mail remains one of the most effective ways for real estate agents to stay connected and generate new listings. However, an outdated or unfocused strategy can waste time and resources.
Follow this checklist with seven steps to give your direct mail campaigns a fresh start:
1. Define Your Target Audience
Pinpoint the neighborhoods, demographics, or homeowners groups you want to reach. A well-defined audience ensures your messaging resonates.
2. Create Clear Goals
The Q1 Real Estate Marketing Guide is shown above. For a FREE download, Click Here.
Decide what you want to achieve with your mailers—whether it’s attracting new listings, promoting just-sold properties, or generating brand awareness.
3. Choose the Right Message
Tailor your postcards, letters, or newsletters to address your audience’s needs. Highlight market trends, showcase success stories, or offer a free home valuation.
4. Invest in High-Quality Design
Professional, eye-catching designs make a strong first impression. Use clean layouts, striking visuals, and bold calls to action. ProspectsPLUS! offers multiple postcard designs in various nitches, saving you time on your marketing campaign.
5. Leverage Local Market Data
Incorporate stats on home prices, days on the market, or buyer demand to demonstrate your expertise and relevance to the community.
6. Consistency is Key
Commit to regular mailings to build trust and familiarity with your audience. Consider setting up a monthly or quarterly schedule.
7. Track and Adjust Your Campaigns
Monitor your campaign’s performance by tracking response rates, leads, and ROI. Use this data to refine your strategy and improve future mailers.
By revamping your direct mail strategy with these steps, you’ll create campaigns that engage your audience, drive leads, and position you as the go-to real estate expert in your area.
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 Interactive 6-Month Real Estate Business Plan
The Free Interactive 6-Month Real Estate Business Plan allows you to enter your business goals for the remainder of the year and get a breakdown of how many prospects, listings, closings, and so on are needed to reach your goals. – Click Here
With each election cycle, speculation around its impact on the real estate market intensifies. From predictions of skyrocketing interest rates to fears of housing crashes, it’s easy to get caught up in the myths. Here’s a closer look at what’s true and just noise.
Myth: Elections Cause Housing Markets to Stall
One common belief is that homebuyers and sellers “wait and see” during election years, leading to stalled markets. While some potential buyers might hold back, data tells a different story. According to historical trends, home sales often continue steadily during election years.
Interest in real estate remains strong as factors like inventory, interest rates, and seasonality play a more significant role in the market than elections.
Reality: Policies May Influence Long-Term Trends
The election itself does not affect real estate but the policies following it. For instance, tax laws, mortgage interest rates, and economic policy changes can influence the market.
The Avoidable Seller Pitfall Series is shown above. To learn more, Click Here.
While election outcomes can set the tone for future policies, implementing those policies can drive fundamental changes in housing affordability and market dynamics. For example, changes in capital gains taxes or mortgage interest deductions might impact buying and selling decisions.
Myth: The Party in Power Directly Determines Home Values
Many believe that home prices are directly tied to which political party is in office. However, real estate values are driven by a complex blend of supply and demand, local job growth, and economic factors—not just politics.
Although party platforms may influence policy directions, real estate markets respond more to economic health than political party lines.
While elections add a layer of uncertainty, the real estate market is driven by much more than political outcomes. Informed buyers and sellers can make sound decisions by focusing on market fundamentals rather than election-year myths.
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, closings, and so on are needed to reach your goals. – Click Here
As real estate agents, we all know that trust and reputation are essential to success. But what if your perception in the community could create success on its own?
In the book Ninja Selling, Larry Kendall shares a fascinating example from the advertising firm Hobbs and Herder that reveals the surprising power of perception.
The example is about an experiment they conducted that illustrates just how powerful real estate marketing can be. It highlights a crucial takeaway for every real estate agent: perception is reality.
Hobbs and Herder developed a full-scale direct mail marketing campaign around a fictional agent. They designed professional ads, distributed print materials, and presented this non-existent agent as a prominent figure in the real estate industry.
The Real Estate Times Series is shown above. To learn more, Click Here.
The results were astounding. Post-campaign, people in the community were interviewed and asked who the leading agent was in their area. They responded that the fictional agent was the expert.
They believed in this agent’s success and even began recommending them to others despite their nonexistent presence in the real world.
Consistent, high-quality marketing crafted a powerful perception of success that influenced people’s beliefs and decisions.
This experiment underscores a critical truth: effective marketing can elevate your professional image and attract clients, establishing you as a top agent in your area.
Every postcard, social media post, and advertisement reinforces your brand, making you visible to potential clients. These clients, in turn, start to associate you with success and trust. By consistently marketing yourself with professional materials, you don’t just advertise homes; you cultivate a reputation.
Building a lasting impression doesn’t happen overnight, but with the right strategy and focus, you can become the trusted agent people know and recommend.
With strategic marketing, you’re not just selling homes—you’re selling your expertise, trustworthiness, and professionalism.
Ready to shift the perception of your business? Our real estate marketing solutions can help make you the agent everyone remembers.
Watch our video that portrays the Hobbs and Herder experiment below
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, closings, and so on are needed to reach your goals. – Click Here
The holiday season might seem like a slow time for real estate, but it’s a great opportunity to stand out and stay in mind with potential clients.
While buyers and sellers might be focused on celebrations, you can still generate leads and build your brand through creative holiday marketing strategies. Here’s how to make the most of the festive season!
Holiday-themed campaigns that shine
Creating festive, personalized marketing campaigns is one of the best ways to engage clients during the holidays. Consider sending holiday cards, offering seasonal service discounts, or running a “12 Days of Real Estate” campaign highlighting a new tip daily.
These campaigns keep your name in front of clients while tapping into the festive spirit.
The Holiday scheduled campaign is shown above. To learn more, Click Here.
Use social media to boost engagement
Social media is a powerful tool for holiday marketing. To increase visibility, create engaging posts featuring holiday-themed home staging tips, showcase cozy property listings, or even host a holiday giveaway.
Be sure to use festive hashtags like #HolidayHomes or #CozyListings to expand your reach and build connections with potential buyers and sellers.
Don’t forget about direct mail
The holiday season is the perfect time for direct mail marketing. Send postcards with market updates on the back and holiday greetings on the front to past clients and targeted neighborhoods.
It’s a simple yet thoughtful way to remind your sphere of influence that you’re ready to help them find their dream home or sell in the new year.
By incorporating these creative holiday strategies, your real estate business will thrive throughout the season.
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, closings, and so on are needed to reach your goals. – Click Here
The real estate market has significantly changed since the pandemic, and this year has been no exception.
Buyers and sellers have adapted to new lifestyle priorities, and as an agent, staying attuned to these shifts is crucial for closing deals in the final quarter of the year.
Home Features in High Demand
Post-pandemic buyers are prioritizing homes that offer flexibility. Home offices, larger outdoor spaces, and multi-use rooms are in higher demand than ever.
Agents must highlight these features during tours and marketing to attract buyers looking for properties that accommodate evolving needs like remote work or homeschooling.
Just Listed Postcards are shown above. To learn more, click here.
The Rise of Suburban and Rural Living
The trend of moving away from densely populated urban areas continues in 2024. Buyers still seek suburban or rural homes for more space, privacy, and a quieter lifestyle.
Agents should emphasize the benefits of properties outside major cities, especially for buyers looking to escape fast-paced urban life.
Sellers Want Speed and Efficiency
On the selling side, clients seek a swift, hassle-free process. Virtual tours, streamlined paperwork, and digital transactions are the new norm.
As agents, offering these services makes you stand out as the go-to professional for today’s fast-paced market.
Understanding these trends will help you better serve your clients and close more deals as we enter the final months of the year.
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, closings, and so on are needed to reach your goals. – Click Here
4. The 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
High interest rates and a tight inventory of homes for sale have locked a huge swath of starter home buyers out of the market.
So, it probably comes as no surprise when the media notices that the luxury home market is doing well.
It makes sense when you think about it. A whole pool of buyers can pay cash for a home and, thus, refuse to play the mortgage game.
For instance, luxury homes in Silicon Valley, Seattle, and Nashville, TN are on a tear. In fact, they’re the top three fastest-moving markets in the country.
Advanced Knowledge and Expertise
To attract high-net-worth clients, you need in-depth knowledge of the luxury market, including trends, pricing strategies, and the specific needs of affluent buyers and sellers.
This expertise can be developed through specialized training and certifications, such as the Certified Luxury Home Marketing Specialist (CLHMS) designation, which provides agents with the tools and strategies necessary to excel in luxury real estate.
Exceptional Networking and Relationship-Building Skills
Success in the luxury market relies heavily on your ability to build and maintain strong relationships with clients, other agents, and industry professionals.
Networking is key, as many luxury transactions are driven by referrals and personal connections. Attending high-end events, joining exclusive clubs, and engaging with affluent communities can help you establish valuable connections.
Marketing Savvy and Resources
Luxury properties require sophisticated and targeted marketing strategies. You need access to high-quality marketing resources, including professional photography, video tours, virtual staging, and access to premium listing platforms.
A strong online presence and the ability to leverage social media effectively are also crucial for reaching a global audience of potential buyers.
Discretion and Professionalism
Clients in the luxury market expect the highest level of professionalism and discretion. Handling sensitive information carefully and providing personalized, white-glove service can set you apart from the competition.
By honing these skills and utilizing the right resources, real estate agents can successfully navigate the luxury market and build a thriving career in this prestigious sector.
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, closings, and so on are needed to reach your goals. – Click Here
4. The 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
Adversity is an inevitable part of any business journey. What sets remarkable companies apart is their ability to survive challenging times and thrive in adversity. Here are some inspiring stories of businesses that have overcome adversity and continued to prosper.
Learn from their journeys and discover valuable strategies for staying focused on achievement, no matter what the real estate industry headlines say.
IBM: Reinventing the Tech Giant
IBM, a global technology and consulting company, has experienced numerous ups and downs in its long history. One of its most remarkable comebacks came in the early 1990s. Facing dwindling market share and financial difficulties, IBM changed its strategy by focusing on software and services. This shift in direction allowed the company to reestablish itself as a leader in the tech industry.
Apple Inc.: Steve Jobs’ Resurgence
Apple Inc., the tech giant known for its iconic products, faced adversity in the 1980s when co-founder Steve Jobs was ousted. After Jobs returned in 1997, he initiated a series of innovations, including the launch of the iPod, iPhone, and iPad. This visionary leadership made Apple one of the world’s most valuable companies.
Ford Motor Company: Rising from the Brink
The Ford Motor Company has encountered multiple setbacks in its journey, one of the most notable being the 2008 financial crisis. Ford mortgaged all of its assets, including its iconic Blue Oval logo, to survive. The bold decision allowed the company to avoid bankruptcy and recover rapidly, proving that smart financial strategies can triumph over adversity.
The Inspiration Series is shown above. To see more, click here.
Starbucks: Brewing a Turnaround
During the Great Recession of 2008, Starbucks faced declining sales and store closures. The company revamped its business model, closing underperforming stores and introducing new products.
One of the most notable launches was Starbucks Ready Brew, an instant coffee product that allowed customers to enjoy Starbucks coffee on the go. In addition, they introduced a line of natural energy beverages.
Starbucks also expanded its food selection, offering items like Bistro Boxes and La Boulange pastries. It ventured into the juice market by acquiring Evolution Fresh, launching a line of fresh-pressed juices.
These innovations played a crucial role in Starbucks’ recovery, repositioning the brand as a provider of premium coffee experiences while broadening its product portfolio to cater to various customer preferences and demands.
General Electric: Pioneering Innovation
General Electric (GE), a symbol of American innovation, had to overcome major instability with its financial arm during the 2008 financial crisis. This downturn led to a substantial decline in GE’s stock value and the company’s removal from the Dow Jones Industrial Average.
In response, GE undertook a massive restructuring effort, selling off assets, streamlining its operations, and focusing on core industrial businesses. This allowed the company to regain financial stability and shift its focus toward innovation and long-term growth in a rapidly changing global marketplace.
Netflix: Adapting to Disruption
Netflix, initially a DVD rental service, faced adversity when it transitioned to a streaming platform, losing a significant number of subscribers. However, its bold decision to invest in original content, including shows like “House of Cards” and “Stranger Things,” led to a comeback, making Netflix a household name in streaming entertainment.
These stories of resilience and adaptability remind us that adversity often catalyzes innovation and growth. While each company faces unique challenges, its success lies in its ability to adapt, innovate, and persevere.
These stories testify to the power of determination, mindset, and creative thinking when faced with adversity.
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, closings, and so on are needed to reach your goals. – Click Here
4. The 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
Every Door Direct Mail (EDDM) is a powerful marketing tool for real estate agents looking to reach potential clients effectively and affordably. This service allows you to send targeted mailings to specific neighborhoods without the need for a mailing list, making it an ideal choice for localized real estate marketing.
Cost savings
Traditional direct mail campaigns have a higher cost due to the purchase of a mailing list and the postage paid on individual addresses.
EDDM eliminates these costs by allowing agents to select postal routes and send mail to every address along those routes. This bulk mailing approach significantly reduces postage expenses and maximizes budget efficiency.
EDDM Postcards
Targeted marketing
Real estate agents can choose postal routes that align with their target market, such as neighborhoods with high turnover rates or areas with desirable demographics. This ensures that marketing materials reach the right audience, increasing the chances of generating leads.
Marketing options
EDDM supports the delivery of a variety of marketing materials, including postcards, flyers, and brochures. To see the various real estate marketing materials, designed by industry professionals, and available through ProspectsPLUS!, Click Here.
Ease of use
EDDM Trifold Newsletter
Moreover, EDDM is user-friendly. ProspectsPLUS! provides an online tool to help you select your routes, and then schedule your mailings.
With the continued USPS postage increases impacting the cost of marketing, EDDM provides agents with an affordable, targeted, and effective way to reach potential clients.
By leveraging this service, agents can enhance their local presence, engage with their community, and ultimately drive more business.
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, closings, and so on are needed to reach your goals. – Click Here
4. The 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
Someday, probably sooner than we imagine, sellers will be competing for buyers, while buyers will have vastly more choices in homes. First impressions matter, but never more so than when there aren’t enough buyers in the market.
When it comes to showcasing your listings, high-quality photography can make all the difference. If you’ve never used the services of a pro real estate photographer, you’ll want to read on to learn why you should.
And, most importantly, discover the questions you should ask to ensure you get the right photographer for your real estate business.
Why clear, compelling listing photos are important
It makes a great first impression
Your listings are essentially your products, and first impressions are crucial. Compelling photographs are the first point of contact for prospective buyers, drawing them in and sparking their interest.
Showcases a property’s best features
Skilled real estate photographers know how to capture a property’s strengths and minimize its weaknesses. They use their expertise in lighting, composition, and post-processing to make a home look its absolute best.
Increases online visibility
We already know from the various ocular movement studies that buyers’ eyes go right for the photo as soon as they pull up a listing. If there is no photo, they leave the page.
If the photo is dark, crooked, or otherwise amateur in nature, most will also leave.
Results in faster sales and higher prices
Properties with professionally photographed online listings tend to sell faster and often at higher prices.
The Inspiration Series is shown above. To learn more, Click Here.
Helps you ace your listing presentations
Who is more likely to ace the listing presentation, the agent with DIY photographs of past listings or the one with gorgeous, jaw-dropping photographs?
Here are the questions to ask when interviewing a photographer
Can I see your portfolio? Reviewing a photographer’s previous work will give you a sense of their style and the quality of their work.
Are you insured? Ensure that the photographer carries liability insurance in case of any accidents or damages during the shoot.
What equipment do you use? Ask about the type of camera, lenses, and lighting equipment they use to ensure they have the necessary tools for the job.
Do you offer post-processing services? Inquire about their editing and retouching capabilities to enhance the final images.
What is your availability? Confirm that the photographer can accommodate your scheduling needs, including weekends and evenings if necessary.
Do you provide virtual tours or drone photography? These additional services can enhance your listings and attract potential buyers. Yes, hiring a professional photographer will eat into your commission check. But without one, you may not even get the listing.
With the right photographer, you’ll have the tools to make a lasting impression and close deals more effectively.
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
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
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
On a popular website devoted to helping small businesses, an agent and “Real Estate Sales and Marketing Analyst” offers up an article that includes several examples of expired listing letters “that work.”
Letter number two is my least favorite. It begins, “Dear Homeowner.”
If I received that letter, I would think that if the agent couldn’t even take the time to personalize his marketing letter, how much better will he do when marketing my home?
But the best one of the bunch is when the agent explains that he offers “clients a different, unique approach to getting their home sold despite the market conditions.”
And, what does he offer clients that’s so “unique” and so “different?” Here it is, in a nutshell:
“The effective use of the internet to maximize exposure for your home”
a CMA
an MLS listing
a virtual tour
and a bunch of other stuff that every single listing agent on the planet offers.
Then, there’s the advice on a Trulia thread from an agent who suggests agents should always visit the expired listing homeowner in person.
The Just Sold Follow-Up Campaign is shown above. To see more, Click HERE.
He describes the conversation you should have right up to what he calls his “big closing question,” the “money maker.”
He tells the homeowner that he never had a chance to visit the home while it was listed. “ … would it be okay if I had a quick peek at it right now?”
As a homeowner, my question when he asked to look at my home would be: If you’re the neighborhood expert and a mega-agent, why didn’t you look at the home during the 90 days it was listed?
Should you visit the homeowner? Sure, if you want to truly cement the idea that real estate agents are a bit aggressive.
Thankfully, you’re different
The one indisputable fact about expired listings, you will have a ton of competition when pursuing them. But, your competition will often approach the homeowner using ineffective advice offered by real estate gurus.
This should make it much easier to create a positive impression for the agent who can manage to come off as human, as empathic, and professional.
Those three qualities alone will set you apart from the agents you’ll be in competition against. So, personalize all communications with the homeowner, don’t be salesy, and come up with your unique value proposition – that “stuff” you offer or do that makes you better than most.
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 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 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 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, closings, and so on are needed to reach your goals. – Click Here
5. The 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
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
Before you launch your next direct mail marketing campaign, make sure to add these rules to your list of must-do’s.
Rule #1 Provide a Compelling Call-to-Action
Retailers have an easy time with calls-to-action. Offering a percentage off, free shipping, or buy-one, get-one-free are all popular examples.
What about real estate agents though? What kind of call-to-action can you provide that might compel a recipient of your postcard to contact you for more information?
The following are a few examples that are attention-getting and have the potential to engage homeowners and get them requesting more information.
• Free Downsizing Review and Strategy • Free Home Equity Analysis • Free Vacant Home Sales Strategy • Free Home Price Analysis
The Call to Action Series of postcards is shown above. To learn more about sending a one-time mailing, Click Here. To learn more about sending a recurring campaign, Click Here.
Keep in mind, however; the number of hoops you force your prospects to jump through to take advantage of these offers does impact the response rate, according to Bob McCarthy at DMNews.com. The more they have to do to receive that offer, the lower the response rate.
Rule #2 Utilize Standout Designs
“One strategy we use to get our highest response rates is to make the call-to-action the centerpiece of the direct mail piece,” McCarthy claims.
Whether you choose to include an image representing the free offer or use text to describe it, mention it boldly and repeatedly. Your message (its length and graphic requirements) determines the size and style of the medium.
Plan on keeping it plain and simple? A standard-sized postcard may do the trick, although jumbo, panoramic, and mega-sized postcards stand out in mailboxes, which makes for a genuinely lasting impression.
If it is graphics-heavy and you include substantial copy, using one of the larger postcard sizes (jumbo or panoramic) becomes even more important.
Choose a font that is easy to scan as people sift through their mail. As direct mail experts, we recommend using a sans serif font, such as Arial, rather than Times New Roman or another serif font.
Consider varying the font size throughout the text. For example, you can highlight important items with a larger version of the font you choose.
Additional design tips to keep in mind include ensuring your headline is bold and compelling, yet short and specific. Use lots of white space to make the piece appear to be easily digestible.
Subheadings are important, as they help guide the reader through the text.
Don’t forget to use high-resolution photographs, and avoid placing text over photos. Last note, ensure that your call-to-action stands out and that your contact information is easy to find.
Rule #3 Track Your Results
Tracking your results is vital to long-term marketing success.
In fact, the only way to continue to improve your marketing results, and achieve a higher ROI, is to understand what has worked and hasn’t worked in the past.
Of course, the easiest way to track your marketing is to make it a habit of asking each person who calls how they heard about you.
Another way is to make your free offer unique for easy tracking. When you receive incoming calls you will know immediately what marketing piece inspired their call based on the offer they inquire about.
One more popular method used by agents is to create a dedicated landing page on your website. The URL should be unique to the campaign, so you are able to learn your exact response rate (number of responses divided by the total number of pieces sent).
Marketing experts vary when quoting an “average response rate” for direct mail.
The most recent figure puts it at 9%. How close or far you are from that figure depends on how closely you follow the guidelines outlined above.
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
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
