The Key to Engaging LOCAL Customers?

Look Right In Your Own Back ‘Yard’!

By Julie Escobar

I was watching a new video by a good friend and awesome agent Virginia Munden who was talking about social media and why you don’t need everyone in the WORLD to follow you – you just need to focus on what’s important and RELEVANT to the folks right there in your own community and back yard to really create the kind of ENGAGEMENT you need to connect with the customers you want.

She, of course, is absolutely right.  From social media, to mailings to conversation – what people have shown they REALLY want to know about are the things that mean the most to them.  That’s why we created a Local Market Series of postcards. They’re a great way to let consumers in your market know that you’ve got the inside scoop on all things local.  Here’s a few strategies for how to use them.

1.  Choose your farm area or sphere list – or if you need help, we can work with you to build a geographic list that works perfectly with this series.  (It’s also a great way to BUILD that sphere or farm if you haven’t yet had a chance to put a database together!)

2.  Click here to see our Local Market Series cards – then select this campaign to go out over the next 3-6 months – either one every 28-30 days (a Direct Marketing Association recommendation) or one every other month to your list.

3.  Choose the ‘Alternative Back’ for the postcards – This gives you a little more room to make great offers to your recipient list.  I would suggest inviting (and enticing) them to your blog or social media page where you are no doubt keeping everyone abreast of the latest and greatest things happening around town.  New businesses opening, school sports activities, local plays or concerts, great restaurant review, list of local resources, etc. are all good content ideas for your online portal.  Secondly, I would offer them a free report that gives valuable information that they can use.  We’ve got a wide variety to choose from on our Resources page including How to Save for a Down Payment, Cash Buyer Checklist, Four Questions to Ask Every Buyer, Spring Moving Tips and so much more.  Get yours here – and remember – you can download these at no cost and use them on your blogs as well.  (Handy for those days when writer’s block creeps in or your up to your ears in offers!  Love those offer days!)

Be sure to start really connecting with area businesses as well.  It’s terrific to really know and support them and you’d be amazed at how willing they are to support you right back.  Many will offer coupons and offers that you can extend to your sphere which makes for another great reason to mail to them or reach out via telephone.  Use your flip camera or iphone to make a short video testimonial – and ask them to do the same.  Sharing networks can be great fun in today’s world – and REALLY SMART BUSINESS.

So GO for it!  Spotlight YOURSELF as the go-to agent in your market!  Need help?  Call us at 866.405.3638.  Our marketing team can help you build your list, pick the campaign, even create your alternate message.  Be sure to use our new Promo Code:  LOCAL15 to save 15% on your order!  Good luck!   

Oh – and while you’re online?  Be sure to connect with us on Facebook at www.facebook.com/prospectsplus!  We’re ALWAYS having fun to share!

 

 

Automate: A Top Producer Strategy for Playing at the Next Level

Sometimes it’s the Simplest Tools That Save Us the Most

By Julie Escobar

I just read a post this morning by Six Figure Real Estate Coach Roberta Ross this morning that said, “You can’t do IT ALL and play at the next level.”  Boy isn’t that the truth? In today’s world we have more responsibilities, more tasks pulling at us, pushing us and in some cases S-T-R-E-T-C-H-I-N-G us to the ‘almost’ breaking point.  Top producers get that they can’t be all things to all people, can’t do it all and maintain balance or high productivity levels.  So they DELEGATE.

I know – it’s hard – that whole giving up control things sometimes – but it’s worth it.  In a big way.  Take a look at your week this week.  A good long look.  How many of those things on your task list can you delegate, automate or even eliminate?

One strategy that’s working for thousands of agents across the nation is tapping into MLSmailings.com.  This powerful system AUTOMATES their Just Listed and Just Sold postcard mailing.  In a matter of minutes you can sign up for this simple service and have the peace of mind in knowing that EVERY time you take a listing or one of your listings sell – at least 100 homeowners around your property will get a postcard spotlighting your success. You can even add your sphere of influence list if you like.  Easy, automated and affordable at just $65.57 per 100 Just Listed and $57.57 for Just Sold postcards, it takes this time-consuming task OFF your to-do list.

Becky Keyt, the client care specialist who administrates the program shared, “Our customers call me up all the time and laugh that I’m the best personal assistant they ever had – especially since I don’t cost them anything!  They love that they can delegate this project to me – and the convenience of having their postcard marketing all done for them, and that’s just what we make sure happens.”

MLSmailings.com integrates with local MLS’s across the nation to automatically let the system know when a client takes a listing or when one of their listings sell.  Then the MLSmailings.com team generates full-color, high quality, UV Coated Just Listed or Just Sold postcards and send them to the closet 100 homeowners around the listed property.  We then email the list of recipients to our customers so that they can then use that list to continuously build their book of business. An agent has the ability to choose more cards to be mailed, add a customer list or farm area list as well.  The cards are all customized to that agent and sent without the agent having to lift a finger!

Says customer Debbie McIntosh, “ I just started using the postcards and have received two listings from them, the seller love them, and I have received calls from buyers, you send them out so nice and fast, and prompt, I do not have to do this by hand anymore, I love it, you automatically know when my homes are sold or listed by watching the MLS, well worth the money, And I am making money to boot, I like it when I make money off such a small expense as this!”

This system isn’t available in EVERY area of the country – so if you’d like to learn if automating your Just Listed/Just Sold postcard marketing is available in your market, simply call Becky Keyt at 866.999.MLSM (6576) to learn more about this valuable, TIME SAVING tool!

Want to check out MLSmailings.com for yourself?  Click here to learn more.  Sign up before the end of the month using PRIORITY CODE:  MLSM2012 and we’ll even waive the $24.95 set up fee.    There’s no long term commitment or contract.  Just a simple service with BIG results.  Try it today!

 

Taking Your Team to Town…

Four Branding Strategies to Connect With More People

By Julie Escobar

Savvy agents today are leaving their solo paths to join forces with colleagues they know and trust to create powerful teams that allow them to grow faster, produce more and leverage their synergy for a powerful market share advantage.  Getting started isn’t always the easiest thing in the world to do.  Big questions come into play such as:  How to create a brand that works?  How to make sure there’s equity?  How can everyone help make the team stronger?

Let’s take a look at four things that are important to consider when choosing your team branding.

1. Incorporating bigger brands:  Many of today’s teams belong to a bigger franchise or large independent company.  Leveraging that established brand while still creating a presence for your team can be tricky.  First, you’ll want to work with a professional designer that can help you adhere to the guidelines set by the bigger brands and who can help you find creative ways to successfully blend the two.
2. Create a team logo.  Many teams start creating their brand just by including a group photo of their team.  That’s great if you are happy with keeping your team the size that it is and not making a lot of changes in the foreseeable future. However, many teams find their group growing at a quick clip, necessitating more buyers’ agents for example, or experts in different fields such as short sales or foreclosures.   A logo that represents the whole of the team is a smart strategy if there is a chance for rapid growth so that you do not have to re-brand with every team addition.  Again, don’t try to go it alone.  You can get a graphics professional to help you create a look and feel that’s representative of your team that can be both timely and grow with your business.
3. Consider your message.  Too often, teams just use the first tagline or team name that comes to mind – but as with any smart business branding strategy – the first thing to consider is the customers you both represent and those you would like to attract.  Remember – people subscribe to the WIIFM (What’s In It For Me?) mindsets – so be sure to speak to the niche market that you’re looking to attract when developing your tagline.  For example – while it may be important to YOU that you’re all million dollar agents – the potential customer may not even know what that means.
4. Be consistent.  Once you have your brand identity – create a postcard and follow-up campaign which mirrors your team’s strengths and target market.  By consistently touching the folks on your team’s sphere of influence and targeted prospect list at least ever 21-30 days – you’ll boost your brand awareness exponentially.  Couple that with blocked out prospecting time to follow up and you’ll watch your team’s success rate skyrocket.

If you’re building a team in your office – kudos to you!  We’re always here to help!  If you need professional graphics design  help, check out our friends at www.thegraphicdesignpeople.com – or give them a shout at 1.866.646.6296 and they’ll steer you in the right direction. 

To get help deciding on a campaign that is right for your team, call our inside marketing team at 866.405.3638. They’re experts at helping agents match their message to their market segments!  Also, be sure to follow us on Facebook for all the tips and tools for staying on top in your market at 

Is Your Business Card Doing a Good Job?

Time to Make Your Marketing ‘Click and Go Easy’

By Julie Escobar

All right – it’s truth time.  When was the last time you updated your business card?  Are you still using ‘traditional’ cards that cover the basics?  Name, company, phone & email?  Picture?  No picture?

Or have you come into 2012 marketing ready – with a QR code on your card that makes finding (and connecting) with you push of a button easy?  Do you have your Facebook, Twitter, LinkedIn and other prominent social media addresses displayed so that you can better build your following?

No?  Our world is moving at a breakneck speed – help your business cards (and your business) keep up by making strides to add today’s coolest tools to your business card.

QR Codes:  Quick Response codes were a big question mark a year or two ago – when many they were just emerging as a means to take people from page to internet with a click of a button.  With the advance of smart phones and tablets in every size, shape and connectivity – they’re no longer obscure – in fact they are the fastest way for your clients and prospects to get to the information you want and need them to have.

Here are few ideas for how to direct yours…

1. Home page of your website
2. Opt-in page for a ‘free offer’ or fair trade item (For some free report ideas click here)
3. V-card – which provides all of your contact information – name, address, phone, email, etc.
4. Social media fan page or platform
5. Your listing inventory site

If you need some help incorporating QR Codes into your business card and fitting it with your current design – click on the QR  Code above of visit our friends at GraphicsDesignPeople.com.  Click on Logo & Stationary and then the business card button and they’ll connect with you right away to discuss making your business card click and go ready!

Choose the one sided business card if you’re just looking to incorporate a QR Code into your current design.  Or try the two-sided variety if you’d like to add your referral requests and social media addresses to the back as well.

Have questions?  Call 866.405.3638 today to learn more.

How to Keep Your Sphere of Influence Simmering

With Six Figure Real Estate Coach Roberta Ross

By Julie Escobar

With the second quarter in full swing now, and spring re-energizing agents everywhere, I wanted to turn our attention this month to that most-important business foundation must-have – the sphere of influence.  To do that, I turned to a good friend and amazing speaker and coach – Roberta Ross.  She’s successfully helping agents not only earn to their highest potential — but doing so with passion and purpose.  I asked her if she’d share some of her secrets of success with us this week, and of course, she graciously agreed.

Here’s an inside peek at our interview…

Q:  Roberta, first of all thanks so much for your time!  You’re always fun and insightful to interview!  In a time when our industry is still, in many ways, recovering – I wanted to talk a little about the ways new agents (or RENEWED agents) can take the best practices of top producers and adopt them in their own careers so that they can hopefully avoid the dramatic commission roller coaster that so many agents get on.  What are some ways to build your foundation (or re-build in some cases) the right way?

A:  Of course, Julie- I’m always happy to share!  I would first say that in ANY business it’s critical to always keep the fundamentals in place.  I like to use the analogy that your business is like a pot of water – you’ve got to keep it at a boil all the time.  You can’t take it off the burner or it gets cold – right?  That happens with agents too.  They get busy doing other things and they take their eye of their “pot of water” and it cools off, then they have to exert all that energy to get things cooking again.  Successful people know they have to always keep that pot simmering, or keep focused on the book of business that is generating the referrals.  It’s fine to add new things to the mix—social media comes to mind, but only if you can assimilate those new things into your routine while keeping your eye on the prize which is maintaining those relationships.

Q:  Great analogy Roberta – I’m stealing it and making it part of the article title!  You and I have talked many times about the role mindset plays in the success or failure of a career – and relationships.  Can you share your thoughts on that?

A:  Absolutely.  We’ve often discussed the Prosperity vs. Scarcity mindset.  The difference being that with a scarcity mindset, everything equals fear.  “There’s not enough, nothing’s working or there’s no opportunities.”  With a prosperity mindset the opposite is true, “opportunities are abundant, what can I do NOW to attract more listings, more customer relationships, and more success?”   Remember this:  Seeking out what you want will always outperform the fear of not getting enough.”  Fear is not the mindset in which to make good business decisions.  Open your mind to possibilities and give that fear a rest!

Q:  Love that!   I know one of the powerful things you teach is the power of niche marketing – can you give us some insights about adding niche markets to your sphere?

A:  Sure. One of the first things agents ask is “How am I going to stand OUT?” What’s misguided for many agents though is that they don’t realize that JUST standing out and getting noticed isn’t it. What successful people do is create an IDENTITY that is not about them so much as it is about what resonates with their prospects – what’s meaningful and important to their customers.  Some are so busy STANDING OUT that they don’t present themselves with clarity to their customers.  (And a confused customer is rarely a happy – or a referring customer!)   When your customers see your marketing materials, read your blog, connect with your social media – they should see themselves in what you offer and think – “Yeah – that’s the one for me!”

I’ll give you an example.  Most speakers use their names as their identity right?  (Most agents do too!)  Now imagine if I sent out some direct mail to an area where my name wasn’t as well known and I decided to send three postcards out.  The first one I’d send as Roberta Ross, LLC.  That wouldn’t mean much to those agents right?  So the next one I send out I’m going to send out as Marketing Solutions, Inc.  Still – not going to get many raised eyebrows will it?  Now the last one I send out I send as Six Figure Real Estate Coach.  What resonates more with a real estate agent?  My name, a broad term like ‘marketing’ or Six Figure Real Estate?  Six figures of course!  That’s the kind of clarity you want in your branding as well.

Niche marketing also gives you the ability to go from starter to expert more quickly because by zeroing in on that niche – you have clarity and your customers have clarity.  You’re not trying to be all things to all people or an expert at EVERYTHING.  You become better, faster because you’re FOCUSED on a specific market – specific segment of people – and hopefully something you’re passionate about.

Q:  Clarity is an AMAZING differentiator—for both the agent AND the prospect!  Good advice.  So where does an agent START?

Pull It Together People!

A New Way to Be Sure You’re ALWAYS Putting Your Best Foot (Image) Forward

By Julie Escobar

Business card?  Check. Website? Check.  Blog? Check.  Facebook Page? Check.  Twitter? Check.  LinkedIn? Check.  Collateral marketing? Check.  These are just SOME of the must-have tools to stay at the top of your game in today’s fast-paced, uber-competitive world.  And even they are changing all the time.  Kind of makes it tough to ensure that you’re always making the right first impression – doesn’t it?  Sometimes it’s all about knowing the right PEOPLE!

When Facebook recently changed (AGAIN!) to allow fan pages to now go to the timeline feature as well – I realized I need a ‘cover’ graphic that would accommodate the new ‘look’ and feel of our business page.  So, fortunately for me, we have an awesome design team at ProspectsPLUS! Especially our top guy Jason Waid, who I’m sure I drive bananas on a regular basis with requests for this and that – but he always delivers, cheerfully and creatively and this time was no exception.  (Thanks Jason!)

It got me thinking though about those folks who don’t have a “Jason” in their corner.  What do you do to ensure that all of your marketing materials feel ‘pulled together?’  What do you even need?

From business card to Facebook welcome page to avatars for all your social media to blog headers – your ‘look’ should be consistent and your ability to make changes fairly simple and affordable.   That’s a challenge for a lot of folks today – we know.  So we reached out recently to what we’ve found to be an inspired, creative and terrific group of folks who we’re proud to have become an extension of our team. (Those ‘right people’ I mentioned earlier!)

If you’re ready to pull your marketing image all together – check out our talented friends  at www.thegraphicdesignpeople.com.  We believe they can be a powerful resource for agents across North America who are eager to maintain their branding in all areas of their marketing.  They’ve got a great bundle price on their social media package – so check them out today – and tell them Julie sent you!

For more creative ways to connect with your sphere of influence or farm – be sure to give our inside account management team a call at 866.405.3638.  They’re terrific for helping you choose the drip marketing campaign that’s perfect for your business, find a list to market to – or just help you decide on which direction to take your marketing in this quarter!  Good luck and have a great week!

Price Objection Handler #7: The Waiting Game

From 21 Ways to Get Your Listing Priced Right in Any Market

By Julie Escobar

Love sharing pricing strategies with agents in today’s market.  It’s tough out there – I know! You need all the ammo you can get right?

Here’s a strategy that I call ‘The Waiting Game’ – see if it will work for you! 

Try this dialogue when a seller wants to wait to lower the price:  “Let me ask you, what do you think happens to an overpriced home that doesn’t sell right away? Do you think it eventually sells?  I’m afraid, more often than not, the answer to that is no.   Listings get the most traction in terms of buyer traffic, agent attention and offers in the first 2-4 weeks after coming on the market. If you wait, you’ll lose that traction. 

Worse than that, the longer it sits on the market, the more buyers will begin to wonder if there are more serious problems than price in terms of why it hasn’t sold yet.  Think about it…what’s the first question you would ask when you look at a new house? How long has it been on the market – right?  Long time on market = problem in the eyes of a buyer. In this market, or any market – that’s not a position that can give you any kind of leverage. Let’s price it right and get it sold.”

Agents and managers both -- One of the best ways to really fine tune your negotiation and objection handling skills is to get together once a month with respected colleagues and role play.  (I have the old Sweathog mantra in my head – “practice, drill, rehearse…”) Have everyone bring their best objection to the table. Then collectively come up with some dynamite dialogues, strategies and visuals for overcoming and handling those objections together.

If you’d like to learn more price objection handlers – check out 21 Ways to Price Your Listing Right in Any Market (Despite the Seller’s Best Objections!) at www.prospectsplus.com/21Ways.

Got questions?  Call us today!  Need help building your sphere or consistently marketing to your customer base?  Call our inside account management team at 866.405.3638 today!  They’re WONDERFUL!  Tell them I said hi!

For more great ideas and fun tips  – be sure to follow us on Facebook at www.facebook.com/prospectsplus — we’d love to have you in on the conversation!