Master Marketing Magazine | Issue 5 by ProspectsPLUS!

MASTER

MARKETING MAGAZINE

REALTOR® GUIDE TO STRATEGIC MARKETING

ONE SECRET FOR TURNING PROSPECTS INTO CUSTOMERS PAGE 12

THREE MUST-HAVE COMPONENTS FOR SUCCESS PAGE 35

SIX-MONTH MASTER MARKETING SCHEDULE

20 IN SI D

A W RE IN Y P G OSS N OU IF T IBL ER CA E R $ ? A

PAGE 48

PRINT • PUBLISHING • DIRECT MAIL

MASTER MARKETING MAGAZINE - FROM ALL OF US AT PROSPECTSPLUS!

Hello from all of us at ProspectsPLUS! We’re thrilled to bring you the Build a Better Business edition of Master Marketing Magazine. In this edition, we’ve pulled together some of the most powerful strategies and resources we know of to help you grow a strong book of business, a thriving referral network and, most of all, a bottom line that puts you at the top of your game. We hope it helps you make this year your very best! Our customer care team is 100% committed to providing the exceptional service you deserve. Ready to kick your marketing into high gear? Call our team today at 866.405.3638!

PROSPECTSPLUS! IS AN OFFICIAL GOOGLE PARTNER.

TAKE A VIRTUAL TOUR OF

ProspectsPLUS! ® prospectspl.us/VT

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TABLE OF CONTENTS 6

HOW TO GROW YOUR SPHERE OF INFLUENCE

MARKET YOUR NEW LISTINGS ON THE GO

12 ONE SECRET FOR TURNING PROSPECTS INTO CUSTOMERS 14

PROACTIVE VS. REACTIVE AGENTS

DO REAL ESTATE MARKETING POSTCARDS & DOOR HANGERS WORK?

IT COMES DOWN TO COMMITMENT INSIGHTS FROM WORLD-CLASS REAL ESTATE SPEAKER AND COACH DARRYL DAVIS

HOW TO CULTIVATE YOUR BRAND

STAYING TOP OF MIND ALL YEAR LONG

MARKETING: YOUR COMPETITIVE EDGE INSIGHTS FROM AGENT AND MARKETER SASANNA STROZIER

CREATING REAL ESTATE LONGEVITY

KEEPING YOUR SPHERE OF INFLUENCE ON TRACK

GREAT CUSTOMER CARE EQUALS LONG-TERM RESULTS AN INTERVIEW WITH REALTOR® ERIC HARDY

30 IT’S ALL ABOUT THE SPHERE RELATIONSHIP MARKETING INSIGHTS WITH REALTOR® MAGGIE DOKIC 32

EXPERT ADVICE FROM A CAREER AGENT IN STEP WITH EXPERIENCE: AN INTERVIEW WITH DENISE BUSCEMI

35 THREE MUST-HAVE COMPONENTS FOR LONG-TERM SUCCESS 36 INSIGHTS FROM INSIDE THE PROSPECTSPLUS! TEAM AN INTERVIEW WITH DIRECTOR OF OPERATIONS JIM STUDEBAKER 38 MULTIPLY YOUR LISTINGS AN INTERVIEW WITH MARKETING GURU DEAN JACKSON 40 BUILDING YOUR BRAND AND BUSINESS WITH GEOGRAPHIC FARMING DONE RIGHT 42 HOW MORTGAGE BROKERS CAN STRENGTHEN THEIR BUSINESS WITH DIRECT MAIL MARKETING 48

MASTER MARKETING SCHEDULE

MASTER MARKETING CATALOG

ONE SECRET FOR TURNING PROSPECTS INTO CUSTOMERS PAGE 12 8

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LETTER FROM THE PRESIDENT - JIM MORTON Each new year brings great reflection for most of us – an opportunity to challenge ourselves and our businesses in new and innovative ways so that we can continuously grow and flourish. I’m excited to share that the changes we’re making here in technology, tools and teamwork are all to ensure that we can always provide you, our valued customers, with the best this industry has to offer. We have a saying that we often share with customers: “Creating is hard, clicking is easy.” As real estate professionals, the highest, best use of your time is being face to face (or at least voice to voice) with customers, securing new listings. We work hard to do as much of the heavy marketing lifting as possible, so all you have to do is select your tools, place your order and get back to what you do best. This past year, we upgraded our printing presses to the newest state-of-the-art technology. We added 100% tracking on all orders. We fine-tuned shipping and handling practices to ensure the most timely delivery. We added customer support team members to handle your questions and help guide you through order processing (and we thoroughly trained them not only to answer the phones, but also to truly understand what it is you need to grow your business as real estate professionals). We added marketing tools that reflect the demands and needs of our customers and our changing industry. We made the Inc. 5000 list of top companies for growth. We are proud members of the Direct Marketing Association. We became a business partner with St. Jude Children’s Research Hospital and – together with our customers – have raised thousands of dollars for kids and families in need. We look forward to another year ahead that continues this momentum that allows us to bring best-in-class service, tools and strategies to you and the entire real estate community. We’re here if you need us, and we thank you for the privilege of being your marketing resource. Cheers to a great year ahead!

SEE MORE ONLINE ABOUT

Jim Morton President

ProspectsPLUS! ® prospectspl.us/About

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MMM | TIPS & TRICKS

HOW TO GROW YOUR SPHERE OF INFLUENCE We’ve found that managing a successful book of business, or sphere of influence, is where most agents stall. Even if they KNOW they need more people in their sphere of influence (and more influence in their sphere), they simply don’t know how to put this valuable database together. Here are a few suggestions: •

Find your numbers. Visit www.prospectsplus.com/ soi-calculator today to calculate your own SOI.

•

Download our BusinessBASE™ at www.prospectsplus.com/businessbase. It includes suggestions for the 150 people who should be in your sphere plus the hows, whens and whys of contacting them.

•

Harvest from past and present transactions – client contacts from both sides. Hire a virtual assistant or college student, load him/her up with your client files, and let that person do the heavy lifting in terms of data entry.

•

Network through your local chamber of commerce, Rotary Club, etc.

•

Connect with everyone you meet. If you add just two people per day each business day of the year, you could effectively grow your book of business to more than 500 within 12 months.

•

Acquire the client bases of agents leaving the industry.

CALCULATE YOUR SOI AT PROSPECTSPLUS.COM/SOI-CALCULATOR

Why should you grow your sphere of influence SOONER rather than later? The answer is clear when you consider that the average lifetime value of a customer is more than $49,000!

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PROSPECTSPLUS.COM - MASTER MARKETING MAGAZINE | 7

UPLOAD YOUR OWN

Already have your OWN creative and just need to print and mail easily and affordably? We’ve got you covered! IN JUST THREE STEPS, YOU CAN UPLOAD & MAIL: •

STANDARD POSTCARD 5½" x 4¼"

•

JUMBO POSTCARD 8½" x 5½"

•

PANORAMIC POSTCARD 11" x 5½"

•

LETTER SIZE 8½" x 11"

•

LEGAL SIZE 8½" x 14"

•

TABLOID SIZE 11" x 17"

•

POSTER SIZE 12" x 18"

•

SMALL BOOKLET 5½" x 8½"

•

LARGE BOOKLET 8½" x 11"

STARTING AT

$0.24

PER PIECE

Need assistance uploading your own custom design or branded pieces? Our support staff is ready and willing to help you get started right away.

Call 866.405.3638 or go to www.prospectsplus.com/upload 8 | MASTER MARKETING MAGAZINE - PROSPECTSPLUS.COM

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MMM | TIPS & TRICKS

SNAP A PICTURE, UPLOAD, AND ORDER IN MINUTES

MARKET YOUR NEW LISTINGS ON THE GO

BY JULIE ESCOBAR

Today’s agents are busy. Super busy. Many tell us they’re on the run from morning until night – making tools and strategies that help make time more manageable vital to their success... and their sanity.

prospective sellers that you’re ready to get started right there at the listing appointment. Show them how you’ll start the marketing ball rolling with postcards the moment the contract is signed.

That’s just one reason why the team at ProspectsPLUS! is always looking for innovative ways to help agents save time, energy and budgeting dollars. Making agents’ lives and jobs easier is at the heart of how our newest product, ThreeClickPostcards. com, came to fruition. The goal? To combine mobile technology with a proven goto marketing product – Just Listed/Just Sold postcards.

Some sample dialogue would be, “A lot of agents will tell you what they would do, or should do, to market your property. I’m ready to show

you what I’ve already done to get your home sold by designing the Just Listed postcard that will be sent to at least 100 potential buyers by this time tomorrow.”

Here’s why that can be a differentiator:

•

Order with confidence. This system offers 100% tracking capability and a guarantee that your order will be printed, addressed, UV coated and mailed by the next business day.

•

The list is yours. Once you purchase your postcard order, the mailing list you receive is yours to keep. Savvy agents re-target this list with Neighborhood Update postcards, additional listing marketing and more.

With mobile accessibility and fast, easy solutions, ThreeClickPostcards.com can be a resource you can count on to help you grow your business.

Now in three simple steps, an agent can snap a picture of his/her new listing (or potential listing), upload the picture to ThreeClickPostcards.com and order postcards in a matter of minutes. •

every step of the listing process.

Timing is everything. You’re in the moment, taking a listing, and you can start your marketing immediately – so there’s less likelihood of this step falling through the cracks. It’s a listing presentation tool. You can snap a picture of the home and save your order, then show your

•

There are interchangeable headlines. You also can use ThreeClickPostcards.com to order Just Sold, Contract Pending, Price Reduction, etc. postcards as well, making marketing easy through

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Taking the guesswork out of how, when and where to market your listings, yourself and your business is critical to staying on track in today’s busy real estate arena.

With mobile accessibility and fast, easy solutions, ThreeClickPostcards.com can be a resource you can count on to help you grow your business. Need more information? Contact our customer care team at 866.405.3644.

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MMM | TIPS & TRICKS

DELIVER WHAT YOUR CUSTOMERS NEED MOST

ONE SECRET FOR TURNING PROSPECTS INTO CUSTOMERS

BY JULIE ESCOBAR

Although you may have heard that “content is king” throughout the years, its relevance has never been more important than in today’s fast-paced world of business marketing. More often than not, today’s savvy consumers take to the internet to learn everything they can about a product, a service or even a destination before making a decision. So how do you jump to the top of their attention span? Be the competitor who consistently gives them what they want – valuable information that can help them: • make a more informed decision • solve a problem • become more educated The real differentiator here is to do all of these things without consumers feeling like they’re being lined up for a sales pitch. So whether you’re delivering your content via video, conference call, email, ezines, newsletters, the Market Dominator System or all of the above, put your best foot forward, put your thinking cap on, and deliver what your customers need most. Let’s take a look at three smart strategies to consider when implementing “EducationBased Marketing:” 1. Make it about them. Put yourself in the shoes of your best customers, and think about the things that they want/

need/expect/are interested in. Make it personal, intriguing, factual, relevant and – here’s a big one – HONEST. This type of marketing puts you in the position of teacher, and that denotes a level of trust. Create the right level of trust, and you have comfortable, well-informed customers. Create the wrong level of trust, and you have consumers who are wary of your products or services because you haven’t eliminated the fear. 2. Give a high value. This can be tough for some business owners. The idea of giving something away for free can be bothersome or make them feel as if they’re devaluing their product or service. In reality, these loss leaders are an effective, value-boosting investment in your long-term customer relationships. When you consider that the average cost of acquiring a new

CONTENT CARDS ARE A GREAT WAY TO OFFER EDUCATIONAL INFORMATION

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customer is four to six times higher than keeping your current customers engaged, happy, informed and (ultimately) loyal, giving value on the front end just makes sense. Take a tip from our Master Marketing Schedule, which recommends repurposing the content from our Free Reports to share valuable information with those in your sphere and farm. You can share bits and pieces on your social media platforms – and offer the entire reports for free on your website as opt-in pieces. You’ll want to put them in your listing or pre-listing packages as well. They’re also perfect handouts at your open houses. Our Content Cards are another great way to offer educational information and present yourself as the resource people can trust and count on. There are new cards every month for this series!

MMM | TIPS & TRICKS 3. Make it ongoing. Before launching into this form of marketing, consider your long-term goals, and draw up a creative plan to consistently reach out to your clients month after month. Choose your topics in advance if possible, which will allow you to “tease” participants each month with “coming attractions.” This also gives you time to do your homework and add as much extra value as possible, as well as drive traffic to your next event. The bottom line is that you want your customers, both new and old, to get to the point where they would miss the information if it wasn’t there. If they come to count on you for the answers and resources they need, it stands to reason that you’ll outshine your competition every time. For example, if your goal is to work with first-time homebuyers, you may want to consider hosting a webinar or

The bottom line is that you want your customers, both new and old, to get to the point where they would miss the information if it wasn’t there. teleconference once a month or once a quarter where you can share ideas for new-home ownership. You can base a lot of content on the Free Reports and even have a loan officer on hand to answer additional questions. You can then use the Free Reports as reference material that will help you get additional contact information or as a terrific reason to meet with you to learn more. Whatever your strategy, make sure your message is clear and your

marketing is consistent. Call, see or send something to everyone in your business base at least every 30 days, and you’ll find that your productivity, profitability, referrals and commissions will be on track all year long. Need help? Call our customer care team today at 866.405.3638 to put the best systems in place to build your business easily and cost-effectively.

DELIVER WHAT YOUR CUSTOMERS NEED MOST

FR EE Re FREE REPORTS po rtFREE COPY DOWNLOAD YOUR AT PROSPECTSPLUS.COM/REPORTS

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MMM | TIPS & TRICKS

DISCOVER THE DIFFERENCE BETWEEN CALM AND COMMISSION CHASING

PROACTIVE VS. REACTIVE AGENTS One of the biggest challenges for people getting into the business of real estate is the fear of not knowing when they’ll get paid. Commission only? Are you kidding me? While that’s a genuine concern when you’re brand-new and haven’t learned the ropes yet, what’s interesting is how many people are still unclear about when and where their next commission will come from, even though they’ve been in the business for years. The common denominator in that dilemma lies in whether they take a proactive or reactive approach to their business. First and foremost, you’re an independent contractor – meaning you’re running a business entity – so treating it as such is more than common sense... it’s a must! Proactive agents know where their leads are coming from because they’re putting systems in place to ensure that they’re marketing themselves in the areas that matter most, such as: •

Their sphere of influence. These are the folks who already know them, like them, trust them and would do business with them. They know that if they stay in touch monthly, contact regularly and make these VIPs a priority, they can expect

a referral, listing or sale from one in 12 each year.

BY JULIE ESCOBAR

•

Marketing methods of choice: Newsletters, Holiday postcards, Recipe cards, annual customer appreciation events and a phone call or visit at least twice a year. •

Their geographic farm. This is the market area they most want to dominate. Smart agents choose a neighborhood that already has some turnover, does not have another agent with substantial presence or market share and has a price point that makes sense for them to invest in marketing. Marketing methods of choice: the Market Dominator System, Just Listed/Just Sold postcards, open houses, Neighborhood Update/Free Offer Series and farm canvassing at least three times per year.

A niche. This is the tribe of people or customers you most like to work with, whether it’s first-time homebuyers, seniors, medical professionals or boaters. Whatever group you feel connected with, make yourself known as the go-to agent. Marketing methods of choice: Newsletters, Lifestyle Interest postcards and attending/ sponsoring events specifically targeted to that niche.

•

Lead generation. This involves continuously casting nets for new business as well as constantly prospecting the segments above. Marketing methods of choice: reaching out to local businesses for networking and referrals, partnering with local PTAs and sports teams, using Every Door Direct Mail to blanket a new carrier route, and Listing Inventory postcards.

First and foremost, you’re an independent contractor – meaning you’re running a business entity – so treating it as such is more than common sense... it’s a must!

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MMM | TIPS & TRICKS These agents aren’t shy about sharing their success rates, either. They use social media wisely, are active and visible in the communities they serve and broadcast their results via Just Listed/Just Sold postcards and online announcements (e.g., Sold in TWO days! or Was on the market with another agent for six months; now sold in just one week!). Reactive agents, on the other hand, pretty much do none of the above. They spend the bulk of their time working with buyers and usually only actively seek a new listing once the one or two they have in inventory sell.

“I am a believer. I had results from my first mailing with ProspectsPLUS!. I sent a jumbo postcard to my neighborhood. On the front I used a photo that I took of the entrance to my neighborhood, and the back was me introducing myself as ‘your neighbor’ and the benefits of using a marketing agent/ REALTOR® who lives in your community.” – Scott Ferguson

I love what Darryl Davis shared in his last article with us: “It’s no longer listings are the name of the game – it’s listing INVENTORY is the name of the game.” He compares it with owning a shoe store and having no shoes left to sell.

When you’re proactive, you make marketing and prospecting part of your daily routine. You know your numbers: “I need to speak with X number of people each day to get X amount of appointments to do X number of listings, X amount of sales and X number of closings.”

The bottom line? When you’re reactionary as in, “I have no income coming in – let me go take a listing now,” your life is stressful. You worry about providing for yourself and your family. You aren’t sure if you need to go “get a real job.”

You use time-blocking to prioritize your time and activity. You use systems to automate your marketing or simplify the processes.

level in your career – kick that reactive stuff to the curb, and jump in with a proactive plan to build your business. Need help working with your sphere, farm or niche? We’ve got everything you need to succeed at www.prospectsplus.com, or call our customer care team at 866.405.3638.

If you’re a brand-new agent – or an agent who needs less stress, needs more business and is ready to get to the next

WHEN YOU’RE PROACTIVE, YOU MAKE MARKETING AND PROSPECTING PART OF YOUR DAILY ROUTINE LIS TIN

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USE THEM, AND THE ANSWER IS CLEAR

DO REAL ESTATE MARKETING POSTCARDS & DOOR HANGERS WORK? Can we start with how cool our customers are? They’re always here to share ideas on what’s working in today’s market, and we so appreciate it. And we know other agents do as well because, while most like hearing from industry coaches and experts, sometimes hearing what other agents are doing is just what you need most. That’s why we want to showcase some of what our awesome customers have shared with us recently – and the ideas that could work for you, too!

it was a winner. I received several calls within the first month for new listings, and I’ve already ordered my second set. Thanks so much for making my job a little easier. I also donated to my favorite charity, St. Jude Children’s Research Hospital.” – Kathy Christian Reynolds * “ProspectsPLUS! was a great way to send out my Just Closed postcard. I was able to also add my lender’s information so future clients will know that we work as a team to get the home and the loan that is right for them.” – Sasanna Strozier

farm!” – Duane Wright Realty “ProspectsPLUS! is a great tool for REALTORS® everywhere! Their variety of products and services is perfect for any of your real estate needs. I have ordered a number of different postcards and have never been disappointed. The content is effective and gets results! Also a huge fan of their Master Marketing Schedule and the fun ideas for social media sharing. Highly recommend.” – Brittany Bair

* “I decided to try something new, so I ordered Expired Listing door hangers * instead of making cold “After sending out my colds or sending out We love hearing from our customers, monthly cards, I received letters. I ordered them on a and we’re always thrilled to give away three calls!!!” – Marlene Thursday evening, and the Shelton Giles $400 or more each month in gift cards package was at my office on Monday morning. That * to agents who join in the conversation was standard delivery. “I received an email with and share their strategies on our That’s fast! I spent Monday Just Listed postcards on my new listing from Google+ page and our Facebook page. morning putting out the door hangers. This is ProspectsPLUS!. I changed Thursday. I’ve had 5 listing the copy a bit to announce appointments and 4 new listings as a result. my first open house sneak preview for the “I have been very impressed with the WOW! Thank you, ProspectsPLUS!, for neighborhood. The turnout for the open service I get through ProspectsPLUS!. I just designing incredibly professional artwork house was awesome, and I got an offer started implementing Just Listed/Just Sold and allowing me to edit/make content from one of the neighbor’s family members cards and have gotten two listings; what an changes online. I’ve found my new go-to within a week! Thanks!” – Margie D’Anna amazing return on my investment. I also advertising source. You guys rock! Thank Birch enjoy the engagement I get from you with you so much!” – Wanda Bond * your catalogs and jumbo postcard discount * “The first time I used Just Listed postcards, card. Market Dominator is next for my 16 | MASTER MARKETING MAGAZINE - PROSPECTSPLUS.COM

MMM | TIPS & TRICKS MMM | TIPS & TRICKS “I found prospectsplus.com while searching online for prospecting material. I’m glad I did. I placed my order and received it promptly. Love the door hangers. So professional-looking and great price. I was so excited that I referred a friend who placed an order. Then, the next thing I know I’m being sent a $25 gift card because of my friend’s order! Thanks, and I’m ready to place another order and spread the word about prospectsplus.com!” – Landa White

weeks. I will use them on a regular basis!” – Sandy Schafer Hayford We love hearing from our customers, and we’re always thrilled to give away $400 or more each month in gift cards to agents who join in the conversation and share their strategies on our Google+ page and our Facebook page.

If you haven’t joined in the fun yet, please head over to one of those today, and share your story! You could be one of our next winners! Need some help getting started? Head over to www.prospectsplus.com, or call our marketing team at 866.405.3638 today, and they’ll put you on the path to marketing success!

Check out our Master Marketing Schedule on Pages 48-53 to see what’s in store for the next six months. You’re sure to find plenty of great ideas to give your marketing just the boost it needs.

* “Wow! I ordered postcards to mail to a 55+ complex that included recent sales and existing sales. Within two weeks, I had two listings from my mailing, and I couldn’t be happier! Because of ProspectsPLUS!, I had the opportunity to work with a client from another state to help him sell his mother’s condo. It was listed and sold within two

POSTCARDS & DOOR HANGERS WORK LISTING INVENTORY DOOR HANGERS S RD

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MMM | TIPS & TRICKS

IT COMES DOWN TO COMMITMENT

INSPIRED INSIGHTS FROM WORLD-CLASS REAL ESTATE SPEAKER AND COACH DARRYL DAVIS BY JULIE ESCOBAR

When you’re looking for straight-talk strategies for building not just a business, but a successful book of business, it’s always a good idea to go to someone who not only knows how to help agents succeed at exceptional levels, but who also tells it just like it is.

Second, there’s your sphere – those folks who know your name, face and what you do, and trust you enough to do business with you. This is both people you haven’t worked with before (family, friends, acquaintances) and those you have (past sellers or buyers).

For that, I reached out to my old friend Darryl Davis – an author, speaker, trainer, coach and one of the funniest guys you can talk to. His analogies and ability to weave a story into a message are epic. It’s part of what makes him such an effective speaker, and it’s also why I wanted to interview him for this topic!

For these folks to remember you, remember that you’re in real estate and that, well, you know, they should call YOU before the guy down the street when they have a real estate question or need an amazing referral, you need to stay in touch. I usually recommend at least four to six times per year with things like postcards, newsletters and notes.

Q: Hey, Darryl! Thanks for sharing your insights with us again for this edition of Master Marketing Magazine. Our focus this time is building a strong business base. Can you share some thoughts? A: Building a business? You know I’m a FSBO/Expired guy, but when we’re talking about building a business foundation, know that there are two types of contacts to focus on. First, there’s your geographic farm. These folks don’t know you yet, so it’s your job to help them with that. For this group, you’ve got to stay in touch monthly. Your name, your face, your brand, your results each and every month. Of course, you guys make that easy with products like the Market Dominator System, postcards and newsletters. You’re building trust and establishing yourself as the agent to call.

I’ll give you a great tip: Every January, I’d send a copy of the HUD statement to everyone who purchased a home through me in the past year with a note that read: “Congratulations on owning a home! I’ve taken the liberty of making a copy of your HUD statement so you have it handy to give to your accountant. I hope things are going great! I’d love to hear from you if you need anything.” Wow! You just saved them time and stress and made a contact that’s personal to them. Win-win-win. For every other client/customer, at the first of the year I sent an updated market analysis with a note that read something like, “Just as you check your stock portfolio, 401(k), etc., it’s also a good idea to do a check-in on your home investment. As always, I’m here to help with any real estate questions or needs!”

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Stay top of mind with these folks by sending something to help them stay connected to you and recognize that you’re there as a resource. And don’t be shy about picking up the phone, saying hello and asking if they need anything a couple times a year or – better yet – creating opportunities to see them in person. Q: Darryl, I loved your message in our last magazine where you talked about listing inventory, not just listings, being the name of the game. Can you share a little more about that? A: What I’ve been teaching is that agents need to look at their business as if they were running a store. With a store, you’ve got a location and employees, and you’ve got to stock and manage your inventory. So, say you were selling candy. You must have enough candy on the shelves when customers come in, right? Otherwise, people are going to buy their candy somewhere else! If you’re a real estate agent, your inventory is real estate. I tell agents to make a chart with January to December along the bottom and the numbers 0 to 20 along the left side. Next, plot it out. Say your goal is to get four listings per month and build your inventory. You get four listings in January, but you sell two. You know you need to replace those two plus get four more for February, and so on. Creating a visual to see whether your

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“Top agents who want to be at this for a long time and have a lot to show for it understand that applying true business practices and mindsets is the win-win they need.” – Darryl Davis graph is going up (the right direction) or down (further from your goals) helps you think like a businessperson. And that’s a big key to success.

good at her trade. It’s the same with agents. If you aren’t prospecting, looking for listing inventory and taking new listings, the rest doesn’t matter.

Many agents run around with a fly-bythe-seat-of-their-pants approach to their real estate careers – which is fine if you always want to wonder where your next commission is coming from or if burnout is your thing. But top agents who want to be at this for a long time and have a lot to show for it understand that applying true business practices and mindsets is the win-win they need.

I’ll give you another example. I ran the NYC Marathon. Now here’s what you might not know about me: I HATE exercise. Hate it. Five days a week, I had to get up in the morning and run, and one day a week I had to cross-train. For five months. Didn’t want to do it. Didn’t feel like doing it. It was uncomfortable.

Q: You hit the nail on the head. One topic that seems to come up a lot with agents is the idea that they just don’t have the time to focus on databases and marketing and details! What is your advice in terms of time management? A: First, I would tell them to be crystal clear on their priorities. In real estate, it’s easy to get distracted with things that don’t forward your business. I’ll tell you a little story. There’s a woman named Rachel Lust who is a hula hooper. If you look her up on YouTube, you’ll see she has hundreds of thousands of views and likes. She did the halftime show for the Chicago Bulls. She’s the most famous person in the world of hula hooping. She has a line of videos, hoops, clothes, you name it. Do you know what Rachel does for two hours a day, six days a week, no matter what? Yep. She hula hoops. Why? Because literally nothing else matters if she’s not

For me to meet this commitment I made and log in the two hours of running every day, I had to get up two hours earlier to make it work. Here’s the thing: I couldn’t fit running into my life, I had to fit my life around the commitment to run. That’s how you’ve got to look at what it takes to make it at high levels in this business. You see the agents who say, “I’ll get to prospecting after I check Facebook and my emails and my this or that.” Time management is not the problem there. Commitment is the problem. Everything you need to do lines up behind the commitment. Say you’re having a party. That means there’s cooking, cleaning, preparing and everything else that has to be done. But you’re running late, right? Now you say you’ve got two hours of work to do in just 30 minutes. Do you do it? YES! That is a BREAKTHROUGH! Because when you really have to get something done, you do it. Manage your activities, and what

dictates those activities is your commitment. People who are passionate about commitment don’t have time management issues. They are focused, clear and committed. They don’t just do commitments – they are commitment. Q: What additional advice do you have for agents who want to really knock it out of the park this year in real estate? A: That one is easy. Systemize your business. Run it like a business. Think like Rachel Lust. She has moves that she has absolutely mastered with that hula hoop. Then she masters another and another. It’s like dancing. If you only know five dance steps, you don’t look so good out there on the floor, right? In real estate, there are definitely some dance moves to master, including: • Prospecting • Listing appointments • Customer service • Working (playing) with buyers (I call this a break from real work) • Negotiating offers • Using metaphors and analogies (these are what set you apart – give you distinction) All of these moves take solid commitment. Figure out what your real commitment is – what you really want to accomplish – and then let everything else line up behind that goal. I just caution you to make it more about the people – the lives you help – than the money. When you do it right, and your passion is for the people you can help, the money comes. Awesome stuff, Darryl! Thanks for sharing. If you’d like to learn more about Darryl’s training courses and products, visit www.DarrylSpeaks.com.

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PLANT THE SEEDS, AND YOU’LL SOON REAP WHAT YOU SOW

HOW TO CULTIVATE YOUR BRAND BY JULIE ESCOBAR

Raise your hand if you’ve ever sent a marketing mailing to a list of folks who don’t know you... and got discouraged when you didn’t get a call. It’s frustrating for sure, but it’s also one of the biggest marketing mistakes an agent can make. One and done has never been a recipe for success and, in today’s world of overmedia saturation, it certainly isn’t the time to re-test that theory. The bottom line? Branding takes time, repetition, consistency and follow-up. That’s the heart of farming and, just like traditional farming, success goes to those who systematically plant the seeds, cultivate the crops, reap what they have sown and then repeat the process for as long as they want to continue to effectively farm. The process is much the same for agents:

Step 1: Stake your claim. Start with a plot or geographic neighborhood area that is… • Starting to see turnover • Has a high homeowner vs. renter ratio • Doesn’t have another agent already dominating market share • Has a price point that makes sense for your area Step 2: Plant the seeds. For effective geo-farming, your monthly marketing should… • • • •

Capture people’s interest Offer valuable content and fair trade items Present you as the neighborhood specialist and real estate expert Showcase your consistency and professionalism

many customers use to do this effectively are our: • Market Dominator System (donefor-you content, 12” x 15” size, Every Door Direct Mail) • Neighborhood Update/Free Offer Series (combines market stats and a fair trade offer) • Listing Inventory Series (prompts action based on market conditions) Step 3: Follow up. The best agents don’t leave anything to chance. They know that just as their marketing tools are the “seeds” for market share success, they also must cultivate that farm with personalized attention. Here are some great examples of cultivation activities: •

Walk your farm area with powerful collateral material. Our Market Dominator System customers use their extra 20 Dominators. You also can use Free Reports or offer to do a free Comparative Market Analysis.

•

Set up a meet and greet at the local community center, library or even coffee shop to let neighbors in the area know you’re there with answers to their questions.

•

Use a gentle approach. Instead of, “Have you thought about selling your house?” as an opening line, just

Three of the most popular tools that

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MMM | TIPS & TRICKS introduce yourself. Let people know you’re in the area. Explain that during this changing time, a lot of people have questions, and you just want folks to know where they can find answers. •

•

Invite to an open house. Once you get a listing, be aggressive about hosting open houses in that neighborhood, and invite all of the neighbors. Have some fun connecting! Bookmark our Master Marketing Schedule to see all of the fun and creative ways you can make a GREAT impression on the folks in your marketplace... and have a great time doing it.

Once you’ve done all three of these things, start over again. Branding and earning market share is much more of a long game – a marathon rather than a sprint. But in the end, you’ll reap what you sow.

MARKET DOMINATOR 12”x15” Neighborhood

REAL ESTATE NEWS

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REALTOR® 123456

ProspectsPLUS! 10510 Portal Crossing, STE107, Bradenton, FL 34211 800-287-5710 / 941-723-2400 NEIGHBORHOOD UPDATE POSTCARD

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I Can Help with ALL of Your Real Estate Needs!

SMART WAYS TO BE ENERGY-WISE AT HOME

Be consistent. Talk to people. Make your face and name what they think of when the idea of real estate pops into their heads. That way, you’re positioned perfectly as the one to call when they’re ready to buy or sell – or know someone who is. The sooner you start, the sooner you’ll see results. We can help plant the seeds. Call our team at 866.405.3638, or head over to www.prospectsplus.com to get started!

“Love ProspectsPLUS.com! Very easy to use and great prices! I live in a small town, and the market is competitive. My listings always stand out because of the postcards that I use from ProspectsPLUS.com. I know that the day after I input one of my listings, I will have an email with my postcard already finished. I keep investing with ProspectsPLUS. com because of leads I receive and the convenience. ProspectsPLUS.com is definitely money well spent.” – Ariel Hollowood

While energy efficiency continues to move up on our global "to-do" list, there's no time like the present to make changes right in our own homes. As we head into a new season, let's look at a few things you can do to plug costly leaks and save 5% to 30% on your energy and utility bills: 1. Doors. Light coming in from under exterior doors? You're losing valuable heating and air conditioning. If it's through your garage access door, you also could be allowing dangerous fumes to seep inside your home. Install a new door sweep if yours is cracked or missing, and seal gaps around doors with weatherstripping. 2. Electronics. It's a common misconception that electricity is not being used when an appliance or electronic device is "turned off." NOT TRUE! Microwaves, computers, printers, toasters, cell phone chargers, stereos and more all can run your electric bill up and waste tremendous amounts of energy. Consider investing in a few "smart" power strips that sense when equipment is not in use.

G IN

IN LIST

5. Insulation. If you haven't evaluated you cooling ducts, and attic insulation, now is ductwork can account for up to 20% of t system! Hire a certified contractor to per audit on your home.

6. Windows. If you can rattle a window, i airtight! Use caulk or weatherstripping to and keep the outside air OUT and the ins

Hot kitchen trends, open spaces and just will probably always be on top of homebu but more and more people are putting en conservation on their lists as well.

RD CA T S Here's a cool website I found where you PO

3. Water heater. Older-model water heaters tend to be inefficient and can cost you big over the course of a year. Consider putting a $20 thermal blanket around your water heater, and turn it down to 120° F. If you have a circulating pump that sends hot water through the pipes so that it's always on standby, ask a plumber to install a timer that operates the pump only during peak water usage times.

TO VEN

4. Bathrooms. The bathroom is the No. 1 water loss and is responsible for more th household water use. Go with the energy by replacing showerheads, toilets and sin products labeled "WaterSense," an EPA d denotes water efficiency.

calculate your energy usage: calc.myenerg energy-saving information, call or text me Free Report: Five Ways to Save on Your

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HARNESS THE POWER OF GETTING BY GIVING

STAYING TOP OF MIND ALL YEAR LONG BY JULIE ESCOBAR

While many sales pros send greetings for Thanksgiving and Christmas, we’re finding that lots of top agents stay in touch with seasonal messages to their sphere of influence all year long. Great idea, as staying in touch and top of mind never goes out of season. Before you buy a card, stick a stamp or figure out where your mailing list is, consider these eight tips for seasonal marketing: 1. Be clear about your message. Even when you’re sending holiday postcards, you can use the reverse side to send a great message to your customer base. If you’re sending to both your sphere and farm, you may want to consider altering the message slightly for each. Make it personal and heartfelt, with a note of thanks for allowing you the opportunity to serve them as customers or — in the case of your farm – the community. 2. Serve two purposes. Are you having a holiday open house? Customer event? Charity drive? Looking for a good time to stop by with a small gift? You can include that information on the cards as well. 3. Don’t be salesy. Holiday greetings are not about the sale; they’re about the connection. Keep it warm and personable. 4. Don’t wait for Christmas. Many top agents send holiday messages once

a month to their sphere. Mother’s Day, Father’s Day, Independence Day, Back to School and Halloween are all favorites. There’s something to celebrate all year long, and it’s a fun way to stay connected and stand out as someone who’s “there” more than just in December. 5. Have some fun with it. Got a great team? Or just a great personality? Take some fun pictures and opt for a photocard rather than a more traditional card, and don’t be afraid to get a little creative with your photos. Create a fun message, and send out each quarter. 6. Don’t leave anyone out! You know all those mailing lists you’ve been collecting throughout the year? The stack of business cards that’s been sitting on the corner of your desk collecting dust? Enter them in your database, and include them in your mailings! 7. Order early. We suggest sending your holiday cards at least two weeks in advance of the holiday every month — and sending first class as

opposed to standard class to ensure timely delivery. 8. Follow up. Sending cards is a great way to stay in touch. Pick a postcard, edit your message, add a list, and you’re done! In a matter of minutes, you’ve created a connection. However, to really get the full impact of any mailing, be sure to follow up – at least with the top 25% of your list. There is no substitute for this step. Imagine if you made it a point each year, every year, to speak with every single person in your sphere at least twice? Touch base, see if they have questions, thank them for being great customers, and say hello. Here’s what happens when you do: They remember you. They don’t list with another agent because your name wasn’t on the radar. They are grateful that you take the time to call. And one out of 12 statistically will do business with you or refer business to you each year. Here’s to staying in touch with your sphere and farm! Need help? We’re here for you! Call our customer care team at 866.405.3638 today.

Lots of top agents stay in touch with seasonal messages to their sphere of influence all year long.

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MAKE MARKETING PART OF YOUR DAILY GAME PLAN

MARKETING: YOUR COMPETITIVE EDGE INSIGHTS FROM AGENT AND MARKETER SASANNA STROZIER It’s always terrific to see how agents parlay the skills they learned in previous jobs and careers into strategies that can give them a competitive edge in real estate. Such is the case with our customer Sasanna Strozier, whose background before real estate was in marketing. Let’s take a look at what she had to share. Q: First, can you tell our readers a little about yourself? A: I’m a mom of two boys, ages 5 and 15. I’ve been in real estate of some aspect for over 15 years. I’ve done everything from flipping homes to owning rental properties to being a REALTOR®. I love real estate because we all need a roof over our heads. And I love helping people achieve their goals. Q: Your background is in marketing. How do you think that gives you a competitive advantage in your market area? A: Before I was an agent, I was a virtual assistant to other REALTORS® across the country. I did nothing but marketing for those agents. I learned what works and what doesn’t work, and now I get to use that knowledge to my advantage by using my marketing funds to the best of my ability. Q: You use postcard marketing to stay top of mind with your sphere and farm. How is that working, and do you feel it makes follow-up easier with those folks?

“The Master Marketing Schedule keeps me in check. I like to see the suggestions for what I should be sending and when.” – Sasanna Strozier A: It’s working great. I have people call me when they haven’t received my postcards just to see if I’m still sending info. Also, when I’m doing my calling, I can ask if they have received my latest postcard, and that becomes a good icebreaker. Q: What additional ProspectsPLUS! products are you using? A: I just ordered the FSBO marketing package, because I understand how much a FSBO needs guidance. Often they are stubborn, but I want to take the burden off of them. Selling a home is less stressful with an agent to help them navigate these waters. I also use Just Listed and Just Sold postcards to market myself, my business and, of course, my listings. Q: I understand you enjoy the Master Marketing Schedule. Can you share how it has changed the way you market yourself and your listed properties and what your favorite feature is? A: The Master Marketing Schedule keeps me in check. While I don’t act on every

tip, I like to see the suggestions for what I should be sending and when. It’s a great way (and less stressful at times) to not have to think about what marketing should be done; ProspectsPLUS! has already has created a solid marketing track for agents. Q: What advice do you have for other agents eager to grow their businesses? A: Start small, and see if you get a response. Track results, and stay consistent. Reach out to others who have done successful marketing mailings in your area, and then customize to fit your style. Ultimately, we run and grow our businesses. It’s important to make marketing part of that business plan. Q: How can readers connect with you for referrals? A: They can call me at 678.357.5829, or email me at SoldBySanna@kw.com. anks so much, Sasanna! We appreciate Th your willingness to share.

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SHOW UP... AGAIN AND AGAIN AND AGAIN

CREATING REAL ESTATE LONGEVITY

BY JULIE ESCOBAR

If you’re like most agents, you want it now. Right now. Success in a “just add water/ instant gratification in a cup” kind of time frame, right? I can appreciate that. If I could just win the lottery, I’d be that way, too – one ticket... a lifetime of riches. Unfortunately, that’s not a very realistic plan. You’ve got to put the time in and persevere. You’ve got to show up not just once, but again and again and again. You know the old saying, “Out of sight, out of mind?” It’s especially true of customer relationships in today’s market. In fact, statistics tell us it takes at least three impressions for a consumer to recognize your name, seven to associate your name with your business, and 27 for them to like you, know you and trust you enough to do business with them. I know... it’s not instant gratification, but it is smart business if you want to be in real estate for the long haul. Let’s take a look at three smart strategies that can make succeeding faster (yes!), easier (phew!) and more effective (sounds good!): 1. Make it easy on yourself. Delegate. You get paid to get face to face and voice to voice with customers. Your job is to wow them with what you

can do for them – how you can make things easier, more profitable and with fewer headaches. Hard to do that when you’re still printing, cutting and stuffing envelopes. Put a system in place to reach your customers and potential customers (sphere of influence and geographic farm area) at least every four to six weeks. The Direct Marketing Association and top agents lean more toward every 21 to 30 days. It doesn’t have to be a lot, but it does have to be consistent. We work hard to make that easy for you with hundreds of ready-to-go campaigns to choose from such as: • • • • • •

Content postcards Listing Inventory postcards Holiday postcards Market Quote postcards Newsletters Market Dominator System

2. Use social media wisely. The wonderful thing about social media is that it gives you the ability to communicate one to many. Creating a blog or Facebook page to keep your sphere or neighborhood farm updated and informed is not only effective, but it’s also powerful. Here’s

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a little inside advice from friend and social media expert Stacy Stateham: “I’d like to say to start with Facebook, but don’t. Start by spending a few hours figuring out who you are likely to be most successful with. What kind of people do you want to connect with? Forget your real estate business for a minute, and think about them. “What do they like? What are they interested in? What will keep them coming back? Now bring your real estate business back into the equation. How can you match their interests with your business? Laser focus on that core audience, and build all of your marketing around them, both online and off. “Say you want to attract successful 50- to 60-somethings. They might be interested in food and wine, they might like to travel, they’re concerned about their nest egg, they may have adult children and possibly grandchildren. Oh yeah, and they buy real estate. “Next, fire up Facebook. Use the friend finder to search your email addresses, connect to the people who make sense, and start a business page. When the business page is complete

MMM | TIPS & TRICKS and has a full page of content, invite your contacts. It just takes a few minutes a day to log into Facebook, comment on what people are saying and post something relevant to your target audience on your business page. “What’s relevant? Keep your posts two-thirds non-real estate related and one-third about your business. They like food and wine, so post things about local restaurants and gourmet food shops, great kitchen upgrade ideas, and feature a home with an awesome kitchen. They like to travel, so talk about places to visit within driving distance, events in nearby cities, how to buy a vacation home and the ins and outs of reverse mortgages. They have kids and maybe grandkids, so talk about how to help them start adult life with healthy credit habits and college saving funds, and about how to gift a down payment on their

kids’ first home. And so on… “You’re not limiting yourself to seniors You’ll get first-time homebuyers because young people ask their parents for advice. You’ll attract other foodies who like to travel and other people with similar interests. “You’re just focusing on where you’re most likely to be successful. If you’re a younger, hipper type, target people like you – post about all the other things that interest you, plus onethird about real estate topics related to your core audience.” All great advice. Thank you, Stacy! 3. Network. With shifts in the economy and market, now is the perfect time to connect with smart, like-minded area business professionals to share ideas, strategies and spheres. Area CPAs can send you clients who are looking for good investments. Attorneys handling divorce, estates

and real estate holdings can send you buyers, sellers and leads. Human Resource managers can use your expertise to help their employees find homes and plant roots in a community. In return, you have the ability to send your clients their way, as well. Great for you, great for your networking partners and great for the customers. In times like these, people need referrals they can trust. It makes them feel safe and cared for and reaffirms that they’re making sound decisions for themselves and their families. That’s the kind of thing that cements relationships and creates clients for life. If you need help showing up – over and over – cost-effectively, easily and without stress, our customer care team is here for you. Visit us at www.prospectsplus.com, or call us at 866.405.3638 today. We’ve got you covered!

PUT A SYSTEM IN PLACE TO REACH YOUR CUSTOMERS AND POTENTIAL CUSTOMERS AT LEAST EVERY FOUR TO SIX WEEKS S RD A C ST PO T N NTE CO

S RD A C ST S PO RD Y A A C D LI ST PO HO E OT QU T RKE MA

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GET RESULTS WITH THESE 10 PROVEN STRATEGIES

KEEPING YOUR SPHERE OF INFLUENCE ON TRACK BY JULIE ESCOBAR

The old saying that “there’s acres of diamonds” in your book of business is only true if you’re willing to put in the work to make sure it stays on track. The key to your sphere of influence is, of course, influence – that relationship you develop where they know you, like you and trust you. That last one is vital. In the words of Zig Ziglar, “Every sale has five basic obstacles: no need, no money, no hurry, no desire, no trust.” It’s a great illustration of the importance of staying in front of the folks in your sphere until they’re ready, willing and able to buy or sell and trust you enough to be the one they call when they do. Make an appointment with yourself each month to review for at least one hour where you are in terms of your book of business. Ask yourself all four of these questions:

strong sphere, connected with month after month, will reap all the leads they want and more! Here’s a reminder of the 10 strategies you should always consider for creating and keeping a results-producing sphere of influence. 1. Get it all on record. Whatever database management system you choose, be sure that you have entered at least the basic information such as name, address, phone number, email address and social media addresses for every past customer, friend, family member and acquaintance you can think of. Sound like a lot of work? It is, but it’s so worth it. No time? Delegate it! That way you can stick to what you

1. How many past clients will I contact this month? 2. What’s my focus? 3. Whom can I add to my database? 4. What’s working and what’s not? Then take action on your answers. Top agents don’t worry about chasing their next commission. They know that a 26 | MASTER MARKETING MAGAZINE - PROSPECTSPLUS.COM

do best: getting face to face with the folks in your market. 2. Fill in the blanks. The more relevant you are, the more referrals you’ll receive. So once you’ve got the basics down, take note of more personal information about the people in your database. What do they do? Where do they live? What makes them unique? What else do you know about them that you can reference? Who’s in their family? The more you know, the easier it will be for you to connect with them on topics that are relevant and important to them. 3. Clean up old records. At least twice a year, go through your database to cull

“I have been using ProspectsPLUS! exclusively all year. I have never had so much success! The material quality is so high that I can farm upscale gated communities, and it’s paying off! Why didn’t I start this earlier in my real estate career?” – Maritssa Vazquez

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Top agents don’t worry about chasing their next commission. They know that a strong sphere, connected with month after month, will reap all the leads they want and more! old contacts and clean up missed or incorrect information. Connect with your database to double-check everyone’s information, and let them know that their business is important to you and that you’re just doing a little “housekeeping” so you can be sure they’re always kept in the loop. You can even make them a fair trade offer of a Free Report or Comparative Market Analysis. 4. Data mine for like-minded people. One of the best things an agent can do is to really take a good, long look at what his/her “best customer” looks like. Whom do you like to work with? Seniors? Singles? First-time homebuyers? Expireds? FSBOs? Once you know that, you can data mine to find more of the same. 5. Add new personal contacts. As sales professionals, we come into contact with people who are potentially great future clients or customers every day. Make it a point to add at least one new person per day (or five per week) to your book of business – or more, depending on how fast you want your business to grow. Many agents I know make databasebuilding a positive habit by dedicating one hour a week to the health and maintenance of their list. Every time they meet a new person at the local Starbucks, networking meeting, business event, PTA, restaurant – even the grocery store – and have an opportunity to collect a business card or information, that person goes into the “book,” and the nurturing begins! Some of the best agents spend an hour a week sending personal notes or emails just to say what a pleasure

it was to meet and to call if they need anything. (Making notes on the back of those business cards or in your phone after meeting a new person will help jog your memory for details when you’re entering them into your database at a later time.) Think about 10 people you could add this week if you tried: teacher, banker, restaurant owner/staff, accountant, attorney, landscaper, gas station owner, grocery store manager… the possibilities are endless! (If you did that every week, you’d be adding more than 500 people to your book of business each year!) 6. Add past lists. If you’ve sent Just Listed or Just Sold postcards and purchased a list of homeowners who received those postcards, be sure not to forget those folks. You can add them in and start the process of taking them from “prospect” to “member” of your sphere by building those relationships over time. 7. Share with them. Direct mail is a great way to “touch” your book of business at least once a month. From powerful sphere of influence postcards with relevant offers to a monthly newsletter packed with valuable content, staying in touch is key to staying top of mind. We’ll even help you put the pieces in place to put your plan in motion and then focus on those personal contacts and the three tasks that are most important in your business: prospecting, presenting and closing. 8. Invite them into the conversation. Savvy agents are firing up their social media strategies on Facebook, Twitter, LinkedIn, YouTube and Pinterest and inviting their community of followers to join in the conversation.

Create a Facebook page for your neighborhood farm, and post community information that’s relevant to your buyers and sellers such as school information, local business information, fun facts and more. Agents are breaking out their smartphones and creating video walking tours of area hotspots, news for the week, reviews of local businesses, types of homes to look for in their area and all kinds of fun and interesting information. Pinterest has people pinning and posting all about staging ideas, inspirational quotes, homes in the area, community events, blog posts and more. Use our On the Web Series of postcards to drive your offline traffic to these valuable and engaging sites. 9. Follow up. Break your list into manageable numbers, and commit to follow-up calls every week. Most experts recommend scheduling a daily appointment with yourself to prospect. Don’t underestimate the value of face-to-face connecting as well. Community events, school functions, networking opportunities and just being active in the community that you serve helps keep you visible, allows you to arrange follow-up conversations and ask questions, and positions you as the resource they can turn to! It can be as simple as letting them know you’re there to help any time. 10. Lather, rinse, repeat. Well, you get the idea. Treating your database as the saleable, valuable resource that it is means not putting it away for 11 months out of the year. Need help? Call us at 866.405.3638. Our team of marketing professionals stands ready to position you for success.

Commit to these 10 strategies monthly, and your career will thrive!

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GREAT CUSTOMER CARE EQUALS LONG-TERM RESULTS AN INTERVIEW WITH REALTOR® ERIC HARDY

Ask any top performer what his/her keys to success are, and you’re bound to hear both customer care and attention to detail on the list. To tackle that topic, I touched base with my old friend and awesome agent Eric Hardy, who puts customer care at the top of his priority list. Here’s an excerpt from our interview: Q: Hey, Eric! Thanks for sharing with us today. Before we jump in, can you tell the readers a little bit about yourself? A: Yes. I’m 45 years old, married and a father of two. I’ve been in the wedding business for over 20 years and recently decided to go back into real estate after a 15-year break. I currently work for Dennis Realty & Investment Corp. in Lutz, Florida. Q: You’ve recently re-entered the real estate game. What do you feel is the most important strategy for fast-tracking a successful first year ahead? A: A positive attitude, a genuine love for what we do. You have to enjoy your work, because it shows to people when you do... and when you don’t. We get to help people with a major event in their life. Q: How are you building your sphere of influence and staying top of mind with them?

A: Nowadays, social media is key – and understanding the power of it. Along with keeping in touch with people with even just a simple phone call to see how they are. I always tell everyone what I do for a living. When they think real estate, I want them to think of me.

Listed and Just Sold postcards have always been a staple in our industry for a reason: They work! They help market you as an agent, your listings and your business.

Q: What advice would you give other new agents who want to hit the ground running?

A: I work for a great company. We all sit at a roundtable once a week and discuss marketing plans, odd questions and different scenarios agents come across. This way, when we see a new situation or issue, we’re prepared.

A: Get as much training and education as you can. Knowledge is power. Be humble, and listen to advice from people older and younger. Most important, put the time in; try new things until you learn what works best for you. Don’t skimp on the traditional marketing tools that work, either. Just

NEW CUSTOMER APPRECIATION CARDS ARE AN AGENT FAVORITE! SEE MORE EXAMPLES ON PAGE 69

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Q: Do you belong to a mentor or networking group where you can share ideas?

Q: You were in the wedding business. Are you transitioning those clients and customers into your sphere, and do you see a niche market there for yourself as an agent?

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“You have to enjoy your work, because it shows to people when you do... ”

Q: How can people reach out to you with referrals? A: I’m always available by phone or email, seven days a week. You can reach me any time at 813.770.2150 or at Hardysline@ verizon.net. Thanks, Eric, for your time and tips on what’s working in your corner of the world! Agents love to learn from other agents, so I appreciate you sharing your experience.

– Eric Hardy A: Yes, absolutely. Most of my couples, once they’re married, their next major life event is usually buying a home. After working with me on their wedding, they see that I’m competent, intelligent and easy to work with. I want their homebuying experience to be stress free and fun – the same as planning their wedding.

phone calls and social media make it easy to stay in touch in today’s world. Your customer base is going to be your strongest line of referrals. Always take good care of them, even when the transaction is complete – stay in touch! Q: Are you working a geographic farm? If so, what are you doing that’s working?

A: For me, I work best face to face with There are bumps in the road they may people. I love to knock on doors and run into, but we’re here to help them talk to people in my area. I get into through that. conversations with them and have even Q: How important is servicing and staying made friends and have gotten to know connected with your customer some really great people. base to you? The person in front of you may not be

Need help marketing YOUR real estate business? Contact our customer care team at 866.405.3638, or visit www.prospectsplus.com today.

DOOR HANGERS GET RESULTS!

SEE PAGE 76 FOR MORE EXAMPLES

A: It’s crucial. One thing I really like about buying or selling but, if they like you, the REALTOR® who helped me buy my they’ll put you in touch with anyone they home is that he still keeps in touch. know who is. I get an email at least once a month and every holiday, and I occasionally see him around town. He is genuinely happy that we love our home. I strive to give that level of customer service every day. Monthly postcards,

Treat every person with kindness; people always do business with people they like. We’re not just trying to find the next “sale” – we’re building a career helping good people.

“This was SO easy! I customized my postcard in less than five minutes, and I am NOT ‘techie’ at all. I made a one-time payment over the phone, and then I was notified that the cards were sent out today to the neighbors around my latest listing. I think they all came to the open house, but I wanted to remind them that I’m working hard to find them their new neighbor, and they should be too! I will definitely do this again!” – Tina Fitch

“ProspectsPLUS! is fantastic marketing for REALTORS®! They have professional-looking materials, and it is very user friendly. I highly recommend ProspectsPLUS! to any REALTOR® looking for an easy and professional marketing system. ProspectsPLUS! is the BEST!” – Nancy Cagwin

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IT’S ALL ABOUT THE SPHERE

RELATIONSHIP MARKETING INSIGHTS WITH REALTOR® MAGGIE DOKIC

Through every conceivable type of market, one thing has always held true in our industry: It’s a people business. Call it what you will – sphere of influence or book of business – it’s the process of staying connected and nurturing those relationships that garners agents the highest potential for new business and referrals year after year and allows them to stay out of the “not sure where my next commission is coming from” cycle. I sat down with longtime ProspectsPLUS! customer Maggie Dokic to talk about why this is so important and find out what she’s learned through the years. This is an excerpt from our interview: Q: Maggie, can you first tell our readers a little about yourself? A: I ’m a broker-owner of a small real estate brokerage in Miami. I’m technically a “competing” broker, but only because I do sell to my own clients, not because I compete with my agents for business. We all lead generate and create our own business. Q: You’ve grown your team and your business considerably through the years. What do you think are the key components to building a solid book of business?

A: Fostering relationships with those who know you and staying in touch with past clients. It’s a known fact that it costs considerably more to get a new client than it does to stay in touch with one you already have. It makes financial sense to do so, plus it’s a natural extension of my personality to stay in touch with past clients! Q: How important is marketing for you in terms of staying competitive and driving new leads? A: Whether you’re marketing yourself or your brand, it’s important to always be marketing. If you’re not, someone else is. Q: What ProspectsPLUS! marketing tools are you a big fan of, and why? A: I love the Just Listed postcards and how quickly they can be ordered. I’ve also really been wanting to try the new Market Dominator mailing. It looksamazing. I’ve had a challenging year due to personal responsibilities that have prevented me from expanding my real estate business, but it’s on my radar. As soon as my schedule settles down a bit, I’ll be looking into it further. Q: How often do you stay in touch with your sphere of influence?

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A: On average, at least once a month with a scheduled email, but in reality probably more than that because much of my sphere I see in person either at church or at personal events. And a large portion of my sphere also is connected on social media such as Facebook, so I connect there as well. Q: What activities do you do consistently to support your marketing efforts? A: Facebook ads for our new listings, open houses and Just Listed/Just Sold postcards. They all work to drive extra traffic to our site and prompt phone calls. Q: Do you have a niche that you specialize in? A: I’m a firm believer that it’s best to be a specialist and not a generalist. It dilutes your efforts if you try to be all things to all people. That said, my only niche is probably geographical, in that I won’t go all over the county for business. I prefer to refer it to one of my agents or a colleague if it’s “too far” for me. Also, I do not do commercial real estate, although I have agents who do. I personally prefer to concentrate on residential real estate only.

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“Real estate is about lead generation. If you don’t generate new business, you can’t expect to make it through the long haul.” – Maggie Dokic Q: What advice do you have for fellow agents eager to create a strong foundation and career longevity? A: Real estate is about lead generation. If you don’t generate new business, you can’t expect to make it through the long haul. Pick at least three lead-generating systems, and stick to them. For example, Just Listed/Just Sold postcards are a great way to market yourself, your brand and your listings. Staying in touch with your sphere should definitely be another must-do. ProspectsPLUS.com provides a whole spectrum of ways to stay top of mind with your sphere without breaking the budget. And once you’ve sent those mailers? Pick up the phone! It’s the least expensive and most effective thing you can do. It’s a lot easier calling someone you know than a FSBO who doesn’t know you and is likely annoyed at all of the agents calling. Not

to say FSBOs aren’t a good source of new business – they are! I also would say to focus on one thing at a time, and don’t be a secret agent. This is Real Estate 101. Reach out to those who know you and like you, and let them know (or remind them) you’re in the business. People prefer to work with someone they know, like and trust, and that’s where you gain the upper hand. Make sure your contacts know you are there for them. And be genuine in your approach. My monthly mailings remind them I’m in real estate. My phone calls, texts, Facebook posts and notecards are short and sweet, about building the relationship – NOT about real estate. When you do all of these things – when they are ready to list or sell or know someone who is – I know they will remember that I’m the real estate professional for them.

Q: You’ve also used a lot of Every Door Direct Mail™ while growing your business. What in particular led you in that direction? A: The cost of EDDM made me realize it was a smart business decision. Knowing that I could reach about three times the number of people for the same cost was a no-brainer. We once mailed to 1,002 homes, and the day after the mailers were delivered, I received my first call from a homeowner considering selling. Q: How can readers reach you if they’d like to send a referral your way? A: We’re available at www.SpecialMiamiHomes.com and info@SpecialMiamiHomes.com. Thank you so much, Maggie. We appreciate your generosity in sharing your experience! You’re terrific, and we wish you all the very best. Want to learn more about driving your business forward, staying top of mind and growing your referral base? Head over to blog.prospectsplus.com, or take a look at the six-month Master Marketing Schedule in this issue for a steady stream of tools, tips, techniques and ideas. Need help getting started? Contact our team at 866.405.3638.

STAY CONNECTED AND NURTURE THOSE RELATIONSHIPS WITH LIFE EVENT POSTCARDS

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EXPERT ADVICE FROM A CAREER AGENT

IN STEP WITH EXPERIENCE: AN INTERVIEW WITH DENISE BUSCEMI

It’s always awesome to connect with our longtime customers; we love how so many are open to sharing their talents and insights with fellow agents across North America. One powerhouse agent I’m always excited to interview is Denise Buscemi. Her talent and passion for this industry is matched with an indomitable spirit and genuine affection for the people she takes the time to truly get to know in her sphere and farm. That’s why she was one of my top picks for agents to interview on the topic of building a solid book of business. Here’s an excerpt from our interview: Q: Before we get started, can you tell the readers a little about yourself? A: I’ve been in sales for over 30 years, with over half of that in the real estate industry. I have been a sales agent and managed many sales teams, and I pride myself in the training and development of many successful sales agents. My business was very strong and was able to hold me through tough times in recent years. I took a break from the business when I relocated to beautiful, sunny Florida and spent time overcoming some health problems. I am now cancer free and ready to go back into the business I love with all my passion!

“My biggest secret to success is to ask... ask for business, ask for the sale, ask for the listing, ask for referrals, and ask for feedback from your customers... that is how you keep growing in all areas!” – Denise Buscemi I’m a single mother of three boys and am active in their lives. My dream would be to build my real estate business here in Florida even stronger than it was in New York and be able to offer each of my boys an opportunity to join in the business! Q: You’ve been in and around this industry for many years, and you were a manager for a long time. What do you think are some keys to long-term success and building a sustainable business for agents? A: In my opinion, the key to long-term success and building a sustainable business for agents lies in several areas. First and probably most important is to always be working on self development, not just in learning the trade, but in growing yourself to be the best you can be in understanding people, their needs and

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motivations. Recognizing that the time put into personal growth will pay off for you in the business is major for your success! Next is to be focused on one part of the business. Do not try to do all aspects of the business, as you will never be great in all areas. But if you focus on one thing, you can be the best out there, and that will be recognized and become fruitful in your personal referral business. I also believe you must focus on one area in your demographic sphere that you will commit to servicing on a regular basis... and for the long term. Yes, this is an investment! I feel that you must constantly be marketing yourself – to potential clients, past clients, current clients, others in your industry and the general public as

MMM | TIPS & TRICKS well. This is in the way you dress, present yourself and smile. The car you drive must be clean, and you should always have some type of marketing such as a business card, flyer, etc. handy. You should always be ready to talk business; if you aren’t, don’t leave the house! Always do the right thing, even when you don’t need to. I treat all of my customers as if they are my personal friends/ family. If they are my parents’ age, I treat them as I would my parents. If they are my age, I treat them as if they were my sibling. Younger than me, I treat them as if they are my own children. I feel that this creates trust and a comfortable relationship. If people do not trust you or like you, they will not do business with you, so these are two things you must constantly be working and checking yourself on. Q: How important do you believe it is to stay top of mind with the folks in your sphere and geographic farm? A: I believe it is extremely important to stay top of mind with the folks in your sphere as well as your geological farm in order to be considered the expert in your area. This must be done in a multitude of ways. You must “touch” these homeowners several times in several ways throughout the year in order to achieve recognition as the area “go-to” person in the business. You can do that by creating a drip campaign of postcards to reach their mailboxes several times a year, walking the neighborhood and introducing yourself (I call it nose to nose, toes to toes!), and using door hangers either on the doors or on the mailboxes – all the while smiling and being approachable by the neighbors. Get involved in community events for the area, and donate your time and effort to what is important to them! People love to be recognized, so don’t forget to acknowledge everyone on personal achievements – be that spotlighting homes with the best curb appeal in the neighborhood (many can be given kudos for that), being the most neighborly, etc... the list goes on! Most important, you must be well informed: Know the facts, know what’s going on in the area, know the sales and

“You should always be ready to talk business; if you aren’t, don’t leave the house!”

as you meet them, be contagious in your enthusiasm to meet them and learn about them and, most of all, do what you say you’re going to do, when you say you’re going to do it!

average days on the market, know the school system, know the best shopping, and know details! Consider yourself a resource, and be one!

A: The marketing tools I have always used have been through ProspectsPLUS!, although I have been licensed with many great companies that offer beautiful marketing as well.

Q: I know at one time you had an extremely large farm area (over 2,000), but you scaled back to better manage the marketing to and care of those consumers. Can you give agents some ideas about how often you should “touch” your farm area via real estate marketing? A: I feel you need to “touch” your farm in one form or another every three to four weeks. You need to be diverse in this; for example, postcards go out on a schedule perhaps every other month, door hangers get walked through the farm by yourself, and greet your farm once a quarter. I suggest you do not do this in the same month that you mail postcards. For the remaining months, send out a quarterly newsletter with sales in the area and all of the information that they want to know. This plan is easy to set up at the beginning of each year, and then forget it! One more thing... make sure you preview or show every home that goes on the market in that area. Be sure everyone knows what you look like, who you are and what you do for a living! Q: You also have retail experience and a clear passion for helping people. Have you pulled from your retail experience to enhance the kind of real estate agent you are today? A: Some things I have pulled from over 25 years of retail experience is that people buy when they are engaged. People decide who they want to work with, list with and have represent them by the first impression they get of you, and the rest of the time is spent validating that impression. My advice is to park that clean and shiny car well, walk quickly and smile

Q: What marketing tools do you use consistently to stay connected to your sphere and farm?

The reason I love this company for my marketing is that I have always felt I had a business partner and the personal service of a company that cares. I utilize the door hangers and postcards the most; however, the marketing system program that they offer is one of the finest and makes it a no-brainer to get your name and face out there! Q: Are you currently developing any niche markets for yourself? If so, what are they? A: I am currently working in residential sales, specializing in the Land O’ Lakes/ Trinity areas of Pasco County, as well as in the Citrus Park area of Tampa in Hillsborough County. I’m a New Construction Specialist, as I have taken an extensive training class that has given me special training on each of the builders in our area. I can represent in the purchase of new construction, and the builders welcome me, as I make the entire transaction smoother for all with the relationships I have developed – at no additional cost to anyone! Q: Any other secrets to success you’d like to share with fellow agents? A: My biggest secret to success is to ask... ask for business, ask for the sale, ask for the listing, ask for referrals, and ask for feedback from your customers... that is how you keep growing in all areas! Q: How can readers best reach out to you with referrals? A: I can be reached at Berkshire Hathaway Home Services in the Trinity office, 3126 Little Rd., Trinity, FL 34655 or by calling 813-323-1949. And my email is dbuscemi110realtor@yahoo.com. Thanks so much for your insights and ideas, Denise!

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ST. JUDE AD

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STAY CURRENT IN AN EVER-CHANGING MARKETPLACE

THREE MUST-HAVE COMPONENTS FOR LONG-TERM SUCCESS

BY JULIE ESCOBAR

Just like top agents who never take success for granted and constantly look for new ways to improve and innovate, we know that staying current in a constantly evolving market and economy takes commitment, forward thinking and a creative connection. One of our favorite mantras is Tony Robbins’ “CANI: Constant and Never-Ending Improvement.” That’s why we aren’t slowing down one bit in terms of adding fresh content, up-to-the-minute marketing tools and the kinds of strategies and solutions it takes to help our customers and agents all across the real estate industry have what they need to thrive in any market. We know that three things are vital for agents to succeed out there: 1. Consistently staying top of mind. There’s plenty of competition in the minds of buyers and sellers out there when it comes to choosing the agent they’re willing to do business with. Much of that, however, boils down to how top of mind agents are for those consumers. (That out of sight, out of mind thing is truer today than ever!) Ever known cases where people have chosen other agents over family and friends just because they “forgot” that their loved one was in real estate?

From postcards to door hangers to newsletters and flyers, there are hundreds of ways to get noticed by your sphere of influence, farm and even niche markets. Don’t let that happen to you! The Direct Marketing Association says the ideal time frame for staying in touch with your clients is every 21 to 28 days. Don’t know what to send or how? We can help. Our marketing team is happy to help you match your marketing tools to your market preferences. From postcards to door hangers to newsletters and flyers, there are hundreds of ways to get noticed by your sphere of influence, farm and even niche markets. 2. Standing out. Have fun with your marketing. All too often, I see agents in “stealth mode” – always at the office or behind the phone. Get out in your community! Host some workshops! Make it a point to add one new contact a day as you’re out and about! And be sure to check out our Master Marketing Schedule for some really creative and interesting ways to make the people in your

sphere and farm sit up and take notice! 3. Following up. Your collateral marketing tools are just a part of the equation. If you’re not taking the time to follow up with your sphere at least every three months, you’re missing valuable referrals and new business. Savvy agents also take the time to walk their farm areas at least twice a year by themselves or with a team, or host events or workshops in those areas so that they can put faces with names and meet the people in the communities they serve. I know it’s sometimes easy to let these key success factors slide. The magic, however, is in your calendar. Block your time effectively to ensure that you’re making time to stay ahead of the game in terms of marketing! Good luck, and if you need us, call 866.405.3638. Helping agents grow their business for the long haul is what we do best!

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INSIGHTS FROM INSIDE THE PROSPECTSPLUS! TEAM AN INTERVIEW WITH DIRECTOR OF OPERATIONS JIM STUDEBAKER There are a lot of changes happening behind the scenes at ProspectsPLUS!, as our team works continuously to keep up with industry and customer needs and provide the most cutting-edge real estate marketing tools available. To help our readers learn more about what’s in the works and what they can expect to see from the team, I sat down with ProspectsPLUS! Director of Operations Jim Studebaker to get the inside scoop. Here’s what he shared: Q: A lot has changed in terms of the way agents market these days. How has ProspectsPLUS! worked to keep innovation at the forefront to help agents market their listings and businesses affordably and effectively? A: As a company, we are continuously working on new innovations to keep real estate professionals on the cutting edge of marketing.

Q: You’ve added ThreeClickPostcards.com to your suite of products to help agents on the go get the timely tools they need directly from their mobile devices. Is that a game changer for your customers? A: Absolutely! We determined that 68% of our customers read emails from their mobile devices. A whopping 47% of our customers wanted to place orders with us from a tablet or smartphone but couldn’t. With ThreeClickPostcards.com, our customers can place a postcard order on almost any device in just three clicks! Many of our customers, after taking a new listing, will actually go to our ThreeClickPostcards.com site and take a picture of the new listing while they are still at the house. The Just Listed postcards are ordered before they even leave – making it a

One of these innovations is the introduction of targeted data options. Data is collected everywhere, and the amount of information available is almost scary. However, when used properly, this data increases the effectiveness of a marketing campaign and keeps the mail that a consumer receives relevant to their interests.

terrific listing tool as well. They can share with the sellers how they aren’t wasting a moment to get the marketing started, which is a differentiator in today’s competitive real estate arena. This is a great example of how we are making marketing more efficient for our customers. Q: How has the addition of different data options changed how agents market, and why was that such an important component to incorporate? A: The old-school approach was the “shotgun method.” You take a generic list and hope that your message applied to a few of the people on that list. Now, instead of pulling a random list of people from tax rolls or the MLS, we can provide a specific “lead list” customtailored to the audience you’re trying to hit.

“Wow! I ordered postcards to mail to a 55+ complex that included recent sales and existing sales. Within two weeks, I had two listings from my mailing, and I couldn’t be happier! Because of ProspectsPLUS!, I had the opportunity to work with a client from another state to help him sell his mother’s condo. It was listed and sold within two weeks. I can recommend ProspectsPLUS!. Their postcards are professionally done, and they work. I will use them on a regular basis!”

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– Sandy Schafer Hayford

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“Now, instead of pulling a random list of people from tax rolls or the MLS, we can provide a specific ‘lead list’ custom-tailored to the audience you’re trying to hit.” – Jim Studebaker For example, we have lists (and matching marketing campaigns) for people who have interests in boating, golfing, health and wellness and home improvement. We have lists of people who are statistically ready to buy a larger home, move into a smaller home or invest in real estate. We have campaigns for people we know have filed for a divorce or are going through a foreclosure. By using a targeted list, combined with a proven marketing message, you are focusing your marketing dollars in the most efficient way possible. Q: We recently talked about the advantage of re-using the lead lists that agents purchase with their Just Listed postcards. Those are homeowners directly in the market areas where agents are working. What advice do you have for agents eager to make the most of those lists? A: If you’re just going to send one postcard to somebody, I would recommend you save your money and don’t send anything at all. You have to be consistent in your marketing – and make several “touches” to each person. That’s why we give

the complete mailing list to all of our customers. This allows them to send follow-up mailings to those same people. We offer several campaigns that allow agents to “drip” a postcard to the same list on a recurring basis. Q: How do you think technology and innovation will continue to evolve in our industry – and, in turn, at ProspectsPLUS! – to meet those changes? A: “Big Data” will continue to get better and better. We work with several companies that can predict which homes will be listing in the next year with 78% accuracy. We have lists with “life event” data such as divorces, tax liens and estate sales. When these events happen, it’s very likely that home will be sold in the next three to six months. Real estate professionals should be doing three things: prospecting, presenting and closing. By staying on the cutting edge of technology and innovation, we can take care of the lead lists, the graphic design and the actual work of addressing postcards and taking them to the post office.

“I have ordered postcards and door hangers from ProspectsPLUS!, and I have been very happy with the outcome!” – Angela Gkionis

Q: You’ve got a great support team that not only knows the products, but also is skilled in the tools and strategies that help agents set themselves apart from the competition. What can agents expect when they call your customer care center? A: Our customer care team will always greet you with a smile and will do whatever it takes to make you a raving fan of ours! They are intimately knowledgeable about current trends in real estate and know what product or service will work best, based on an agent’s unique objectives. We answer the phones and online chat from 9:00 a.m. to 8:00 p.m. Eastern time Monday through Friday. Our Customer Care Team Manager Ramona Williams has more than 20 years of real estate marketing experience. Q: Any final thoughts? A: Our company was founded by real estate professionals for real estate professionals. Julie, between the two of us, we have more than 60 years of real estate experience! (You have a lot more than me, but I’m not going to get into that right now.) Whether it’s automated marketing, targeted lead lists or postcard designs that are proven to generate a response, we’re here to help. With our 100% satisfaction guarantee, you can’t go wrong. Give our customer care team a call at 866.405.3638, or visit www.prospectsplus.com.

“The first mailing that I used ProspectsPLUS! for was Just Sold postcards. I mailed to the entire community of 108 homes, which resulted in a listing appointment! Thank you, ProspectsPLUS! I have another closing this week and will be using your services again!” – Lisa Waldeck

PROSPECTSPLUS.COM - MASTER MARKETING MAGAZINE | 37

MMM | TIPS & TRICKS

MULTIPLY YOUR LISTINGS

AN INTERVIEW WITH MARKETING GURU DEAN JACKSON When you want big marketing ideas with smart research and strategies to back them up, you want to listen to Dean Jackson.

“Nothing I’d ever do would involve cold calls. No one likes to make them, and no one likes to get them.” – Dean Jackson

With humor and character, Dean not only takes agents outside the box, but he also challenges them to leave the “box” in the dust and look to unconventional, creative strategies that make good solid business sense. So when we heard about his Listing Multiplier, we knew we wanted to share it with all of you. Q: Dean, I read your awesome white paper on the Multiplier. Can you give our readers a small glimpse into what this powerful concept is, please?

A: Sure! The big idea here is to have a sense In some cases, you’re hitting every opportunity; in others, such as a listing of what you are missing. expiring, you get zero points. What you To start, I ask agents to think of their last get once you’ve done this exercise is a 10 listings and score them one point each sense of what your current system yields. for the following opportunities: Now take your number, and divide it by 1. Get it sold 10 – that’s your Listing Multiplier Index. 2. Find the buyer So say you have a 15 out of 50; divide that 3. Find the buyer that buys another by 10, and you get 1.5. That means your house current system yields 1.5 listings for every 4. Get another listing from it listing you take. 5. Get a referral from the seller The objective is to get that number higher. Now you take your number out of 50 for these opportunities. It will range from, say, eight out of 50 to 15 out of 50.

Imagine if you could double it or more and turn every listing into three new transactions!

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Q: Right? That would be awesome. Can you share some ways readers can start to do that? A: Well, yeah. Start with Just Listed postcards. Most of the time, agents take the approach of, “I’ll just put it in the MLS. Right now, listings go fast, so we don’t HAVE to market.” That’s just shortsighted. Instead of looking at what has to be done to “get by,” agents should be looking at using marketing such as Just Listed/Just Sold postcards, infobox flyers, single property websites and instant open house landing pages – all to extend that one commission into many commissionable activities.

MMM | TIPS & TRICKS Listing puts you in the ballgame, then it’s time to hit it out of the park. Q: Can you explain the instant open house landing page, please? A: Sure. You can learn more at www.gogoagent.com, but the idea is that you set up an instant landing page for the property address, and people add their name and email address to download a pdf of all the property information. Then you send a very simple, very conversational, expecting a reply email to those folks and to buyers who might be interested in the home that reads, “I have some people coming by 23 Greystone tomorrow afternoon to see the house. Would you care to join them?” That’s it. No time, no details – just expecting a yes or no answer. We had one open house where 18 people showed up at once! That’s letting your marketing do the work – generating buyers, new potential sellers and referrals. Now picture having five listings and doing the instant open house for all five – one at noon, one at 2:00, one at 3:30, one at 5:00 and one at 6:30. How great of a day would that be? Q: Pretty amazing, I’d say! One thing I know that you talk about with your GoGoAgent members is setting your

marketing up in such a way that you’re not having to make those dreaded “cold calls.” Can you expand on that? A: Nothing I’d ever do would involve cold calls. No one likes to make them, and no one likes to get them. I prefer to teach agents to use their email as a better communication tool. Short, conversational emails that make people feel like you are talking directly and specifically to them. That’s leverageable. Your postcard marketing as well – put some personality to it. Think of your postcards for what they are: an opportunity to share a message. Not long ago, I was in Missouri and went to the Pony Express Museum. It makes you think, you know? Those young people on the Pony Express risked their lives to deliver a message. Letters and communication were so important that people hired a government employee to take great risks to deliver them. We are still hiring government employees to deliver our words to someone else – the least we can do is make them interesting! Think about what you would say if you were face to face. Differentiate yourself. Give people something that helps them engage.

Q: Any last words for our readers? A: I would say to really just dive into learning about how to use your Listing Multiplier Index to take your business to incredible levels. When you think about what it would mean to you to take your multiplier from, say, a 1.1 to a 3.3 for your next 10 listings, that would mean 20 extra transactions. If your average commission is $10,000, that means an additional $200,000 per year. That’s exciting! Q: I totally agree! I know agents would love to learn more about your creative, collaborative listing and sales ideas. How can they find out more? A: They can find everything they need at www.gogoagent.com. Thanks!

DEAN JACKSON’S JUST LISTED POSTCARD

“ProspectsPLUS! has been so helpful to me as a very busy real estate agent and broker-in-charge by helping stay on top of my marketing opportunities. I don’t even have to think about what I should do next, as every time I have a new listing or sell a listing, they prompt me to let the neighbors know. I am a small operation and do not have the luxury of a corporate franchise operation with huge marketing dollars, but with ProspectsPLUS!, I can run with the big dogs! Thanks!” – Cheryl Moore Woodward

“The first time I used Just Listed postcards was a winner. I received several calls within the first month for new listings, and I’ve already ordered my second set. Thanks so much for making my job a little easier. I also donated to my favorite charity, St. Jude’s Children’s Research Hospital.” – Kathy Christian Reynolds

PROSPECTSPLUS.COM - MASTER MARKETING MAGAZINE | 39

MMM | TIPS & TRICKS

BUILDING YOUR BRAND AND BUSINESS WITH GEOGRAPHIC FARMING DONE RIGHT Geographic farming has roared back to the marketing forefront for agents in ways we haven’t seen in years. Why? Because – when done right – it works.

The content is created every month by our team of writers, which does an outstanding job of weaving in the eight best practices of direct mail.

And what exactly is “done right”? It’s when agents who are committed to consistency step up to make themselves known in a neighborhood in real and meaningful ways – getting out into communities, shaking hands, meeting people, making introductions and making a difference.

And agents love it, because it’s either 100% done for them or 90%, meaning they can make some changes to the back. And with our national sponsors on board now, we can literally send it for the price of a firstclass postcard.

To talk about one creative tool for geographic farming, the Market Dominator System, I sat down with Dominator Director Todd Robertson to learn a little more about the system, the agents who are using it and what it takes to really make an impact on a market area. Q: Todd, you work with agents across the country who are growing their market share by doing smart geographic farming. Can you tell us a little about the Market Dominator System? A: Sure! The Market Dominator evolved out of necessity. Agents around the country were asking for a consistency program that would allow them to truly dominate a neighborhood or piece of geography. After six months of research, we came up with the product for our agents called the Market Dominator System, which utilizes Every Door Direct Mail with the USPS. At 12” x 15”, it’s the largest legal size that can be sent through the mail, so it doesn’t get overlooked in the mailbox.

Q: We both have been in this industry for a long time, and we both know that marketing alone is not what takes agents to the top of their game. It’s follow-up and relationship building. Can you tell us some of the ways Market Dominator members are going above and beyond to support their marketing mailing efforts by connecting with the people in their farm neighborhoods? A: In terms of what our best agents are doing supplementing the Market Dominator to increase their success rate in their numbers, we’re seeing them do things like canvassing their farms with door hangers, introducing themselves to everybody in the neighborhood, being consistent in sending out new on the market or Just Listed postcards when they get a listing and holding open houses in their carrier routes – making a splash in the area with signs and balloons on every street, every artery when they do. That way, when the Market Dominator shows up in that mailbox, homeowners will see it and say, “Oh yeah, that’s Susie.

40 | MASTER MARKETING MAGAZINE - PROSPECTSPLUS.COM

I see her all over the place; she’s the neighborhood specialist.” Q: We’ve talked about the tremendous opportunity agents have to reach out to the businesses that surround or are in their farm areas to build reciprocal referral relationships. Can you share your thoughts on that? A: Some of our Market Dominator members have given us ideas that we never thought about before that we try to share with our new members. One of them is to go after the local businesses in and/or around that carrier route. It’s really an outstanding strategy, because they can utilize the extra 20 Dominators that we give them each month in a clever way. One of our great agents up in the Northeast simply takes her 20 and goes to every business where people have to wait, such as hair salons, oil change shops and restaurants. She said the best was actually auto dealerships. Think about how most cities have what they call “auto dealership row,” where several dealerships are all on the same street. If you’re like Susie, you go right down that strip and pass out two or three Dominators in each dealership, meet some incredible people, and start establishing relationships in a pretty short period of time. Think about when you’ve had to have your car serviced, and you’ve waited anywhere

MMM | TIPS & TRICKS

“The Market Dominator System SM gives agents what they told us for many years they wanted: a two-year campaign.” -Todd Robertson from an hour to a full day in the guest lounge. What are most people doing when they’re waiting? They’re looking at their phones or whatever magazines are sitting there, right? Imagine if two or three Market Dominators were sitting there with Ritz Carlton quality, filled with great information for people to peruse. Agents who are utilizing this tiny local business strategy with consistency, who have mastered their presentation skills and aren’t afraid to follow up, could find themselves with anywhere from two to 20 extra closings per year. Q: What about agents who are afraid to follow up, either in person (door knocking) or on the phone? Any advice? A: Some agents just want to send their marketing out, then sit back and see what happens. In my mind, to be great in real estate, you have to be obsessed, or you end up being average. By “obsessed,” I mean you’ve already made a commitment to your neighborhood farm, so why not stretch yourself a little and go make an introduction? One way or another, knowing that you’re

simply providing a great service to help these people buy or sell real estate is powerful motivation to meet people.

Market Dominator System gives agents what they told us for many years they wanted: a two-year campaign.

I also would say if somebody is still afraid or hesitant to follow up, spend a couple of days getting so good at your listing presentation, so great at overcoming objections, so great at your value proposition that you can’t help but have a relaxed sense of confidence.

According to the National Association of REALTORS®, if your competition is going to do any marketing, history says they quit after the third contact. Yet we know that most activity doesn’t happen until after the fifth contact. So staying in the game for the duration is vital.

This will do a couple of things for you: It will get you excited to go out and meet people and prospect, which is the one thing most people hate doing (usually because they aren’t as confident in their presentation), and it will force you to finetune your skills, which will help you enjoy a long-term career.

Q: Any last words of advice for our readers?

Q: Consistency and sticking to a plan is a powerful combination for success in our business. Will you share why making the Market Dominator part of a consistent marketing plan is a smart strategy? A: In terms of doing any marketing, consistency has to be part of the plan – whether it’s in real estate marketing, building wealth or getting in shape. The

A: Whether it’s the Market Dominator, one of our other great products or you just want to call our home office and brainstorm, our team is always willing to help you find the real estate marketing product that best fits your needs, your market and your area. Thanks for the information and insight, Todd! If you’d like to learn more about the Market Dominator System, visit www.prospectsplus.com/dominator, or call Todd directly at 855.383.6646.

DIRECT MAIL IS ONE OF THE FEW MEDIA CHANNELS THAT GIVES YOU THE ABILITY TO TRACK YOUR SUCCESS Neighborhood

REAL ESTATE NEWS

Delivering what you need to know about our market and more.

Sally Agent

JUST A THOUGHT

ProspectsPLUS! 10510 Portal Crossing, STE107, Bradenton, FL 34211

What do most consumers want or expect from service professionals? The answers usually include commitment, timeliness, problem-solving and being there when they need something. I know I feel that way myself, which is why I work hard to be the trusted advocate and resource my customers can rely on all year long.

REALTOR® 123456

800-287-5710 / 941-723-2400 sally.agent@prospectsplus.com / www.prospectsplus.com

I Can Help with ALL of Your Real Estate Needs!

KEEPING YOUR HOME SUMMERTIME SAFE Coming home to find that your house has been robbed is the last thing you want or need after making memories with family and friends on vacation this summer. A few basic measures can help give you peace of mind and also protect your property while you're away. Try these tips before heading out on your next trip: 1. Lock your windows and doors. Sounds obvious, right? But did you know that a full 69% of burglars gain entry through unlocked doors and windows? A quick check of your locks and a sturdy bar for sliding glass doors or windows, and you've got a fast fix to ensure potential burglars move on to their next target and leave you alone! 2. Stop your mail and newspapers. Nothing says,

Our market is busy - and consumers often have more questions than answers. Please know I'm just a phone call away if you need anything!

CONNECT WITH ME:

USE THE

MARKET DOMINATOR 12”x15” MAILER

FUN FACTS TO SHARE: Great Conversation Starters & Social Media Shares

SEE CATALOG PAGE 94

1. There really was a Dr. Scholl. Podiatrist William Mathias Scholl was born in Indiana. 2. Underneath the striped fur of a tiger is striped skin (which preserves the camouflage effect). 3. The bonnets and caps of city fire hydrants are painted certain colors to alert firefighters to the amount of hydrant water pressure available. 4. Omar Knedlik of Coffeyville, Kansas, invented the Icee in the 1950s. The first flavor he offered was root beer. 5. The Michelin Man has a name - Bibendum though close friends simply call him "Bib."

PROSPECTSPLUS.COM - MASTER MARKETING MAGAZINE | 41 FREE COMPARATIVE MARKET ANALYSIS

MMM | TIPS & TRICKS

HOW MORTGAGE BROKERS CAN STRENGTHEN THEIR BUSINESS WITH DIRECT MAIL MARKETING BY JIM SCHIMPF

In the real estate business, location is a big factor. With mortgages, timing is everything. You want to take advantage of a great rate or good terms while you can. As a mortgage broker, you know that, and you that know you have a lot to offer your clients. Now it’s just a matter of updating your mortgage marketing strategy to reach new customers or call back former customers. You want to grow your business, and now is the time to take advantage of the resources available to you. “Encourage customers to refinance now, before rates rise,” Bill Conerly, writing for Forbes magazine, says. “Long-term interest rates will rise by roughly one percentage point per year.” Conerly adds that mortgage rates are expected to be around 6% by the end of 2017. Today’s average mortgage rate of 3.5% to 4% for a 30-year fixed loan will be a thing of the past all too soon. Direct mail mortgage postcard marketing is the best choice you can make when it comes to your marketing strategy. Why? Return on Investment (ROI). You may have a website already, and that may be your main form of marketing. It works fairly well, and your email campaign generates a few leads.

However, add postcard marketing to your marketing strategy, drive more people to your website and create hundreds of leads! Postcard marketing gets your name out to more people, increases traffic to your website and increases your ROI for a small investment of your time. Postcard templates allow you to simply choose your mailing list or purchase a new mailing list, add a few personal touches and quickly place your order. Our postcard templates give you a jump start on the whole package, and they’re just waiting for your personal additions. Postcard marketing is your most costeffective and efficient choice in direct mail marketing. One more task for the day that you can cross off your list. You are the liaison between the consumer and the lender, offering the most costeffective and efficient loan process in the business. Reach more customers through postcard marketing, and watch the leads pour in. What are the benefits of postcard marketing? •

Small investment of your time for a gigantic reward.

•

Get your name in front of more customers.

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•

Great ROI. Combine with online forms to grow your database.

•

Use your mailing list, or create one and reach leads in any area you choose.

•

Add personal touches; these aren’t cookie-cutter postcards.

•

Reach hundreds of potential new customers with one mailing.

ProspectsPLUS! offers helpful marketing strategies to increase your name in the market, get a greater return on investment and grow your business. What if you need to build your mailing list? We have awesome tools available to help you build your database. Simply visit our website, and create a mailing list using Accudata. Within minutes, you will have access to hundreds of potential new customers targeted to your needs. How does this work, and what are some of the options? •

When you choose to create a new mailing list, you have three choices: Map by Mail (uses Google Maps and tax assessor data), Demographic search (search by personal demographics) or Nielsen PRIZM (based on consumers’ preferences).

MMM | TIPS & TRICKS Think of a customer whom you really helped out of a sticky, but all too common, situation. If necessary, call to see how he/she is doing, and ask to talk about how the loan process experience was with you. Chances are, he/she will say something you can use as a testimonial on your new marketing postcards.

“You are the liaison between the consumer and the lender, offering the most cost-effective and efficient loan process in the business. Reach more customers through postcard marketing, and watch the leads pour in.” – Jim Schimpf, Executive Director Opportunity Knocks •

•

Create drama. Have you saved a client thousands of dollars when refinancing? Give examples of the loan amounts and savings.

A demographic search will be a good place to start for your type of business. Here, you can choose from categories within your target area.

Ready to get started? Here are a few tips to get you started and to get the most out of your new mortgage marketing strategy and our marketing postcard templates:

Did you help a first-time homebuyer who was convinced there was no mortgage out there that could help him/her? Tell the story.

What kind of categories? Think highincome renters, empty nesters, moveup market or high-income consumers.

•

New customers will relate to the story of another buyer who was in a similar situation. If you helped someone else, you can help them too.

Select the area you would like to target based on a central address. Then draw a shape on the map to mark your area, or use the radius search. The search results will notify you of the address count in that area. Choose how many addresses you would like, save your information, and you’re ready to grow your business!

•

List your competitive advantages. How many different types of mortgages do you represent? High numbers will get attention and may cause a potential new customer to say, “Hey, if they have thousands of loan types to choose from, maybe they will have one to fit my situation.” Also remind consumers that rates are likely to go nowhere but up. Time is of the essence. Use testimonials. You’ve had numerous satisfied customers. Let everyone know!

These are just a few of the helpful tips you’ll find on www.prospectsplus.com. Strike while the iron is hot with today’s low mortgage rates. Get started on your new direct mail postcard marketing campaign, and strengthen your business today!

PROSPECTSPLUS.COM - MASTER MARKETING MAGAZINE | 43

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PROSPECTSPLUS.COM - MASTER MARKETING MAGAZINE | 47

JANUARY 2017

MASTER MARKETING SCHEDULE 4th: Get more listings! Send the Buyers are Waiting postcard from the Listing Inventory Series to at least 100 new prospects in an area where you want more listings. Send to your list or ours! 9th: Make FSBOs your friends. Send the EZ Listing Guarantee postcard from the FSBO 7 Series to area FSBOs. 18th: Start building market share. Send the February Every Door Direct 12” x 15” Market Dominator System to selected carrier routes. 23rd: Send Valentine’s Day postcards to your sphere of influence. January Observances New Year’s Day (1st) Martin Luther King Jr. Day (16th) National Blood Donor Month

“I just received my first set of Market Dominators. I love the size, quality, content and concept. No one else is doing this in my area. I am expecting remarkable results from this eye-catching piece that delivers fantastic, relevant content.” – Anita Millar

BUYERS ARE WAITING! JUMBO POSTCARD 8½” X 5½”

EZ LISTING GUARANTEE

MARKET DOMINATOR SYSTEMSM DONE-FOR-YOU 12” X 15”

ER I Y M SSU ON E TH !

SEE CATALOG PAGE 94-95 FOR MORE

JUMBO POSTCARD 8½” X 5½”

HAPPY VALENTINE’S DAY JUMBO POSTCARD 8½” X 5½”

15% OFF

ALL OF YOUR MARKETING FAVORITES!

Visit blog.prospectsplus.com/marketing-magazine today for a complete list of all discount codes.

FEBRUARY 2017

MASTER MARKETING SCHEDULE 1st: Get more listings! Send the I Have a Buyer postcard from the Listing Inventory Series to at least 100 new prospects in an area where you want more listings. Send to your list or ours! 6th: Make FSBOs your friends. Send the Four Questions #1 postcard from the FSBO 7 Series to area FSBOs. 15th: Start building market share. Send the March Every Door Direct 12” x 15” Market Dominator System to selected carrier routes. 20th: Send St. Patrick’s Day postcards to your sphere of influence. February Observances Groundhog Day (2nd) Valentine’s Day (14th) President’s Day (20th) American Heart Month Black History Month National Children’s Dental Health Month

“Great service and great bang for the buck. Just Sold postcard mailed out, and one new listing sold in five days. Just Listed sent out in same neighborhood, and yet another new listing!” – Marcella Martin

I HAVE A BUYER! JUMBO POSTCARD 8½” X 5½”

FOUR QUESTIONS #1

MARKET DOMINATOR SYSTEMSM DONE-FOR-YOU 12” X 15”

ER I Y M SSU ON E TH !

SEE CATALOG PAGE 94-95 FOR MORE

JUMBO POSTCARD 8½” X 5½”

HAPPY ST. PATRICK’S DAY JUMBO POSTCARD 8½” X 5½”

15% OFF

ALL OF YOUR MARKETING FAVORITES!

Visit blog.prospectsplus.com/marketing-magazine today for a complete list of all discount codes.

MARCH 2017

MASTER MARKETING SCHEDULE 1st: Get more listings! Send the Motivated Buyers postcard from the Listing Inventory Series to at least 100 new prospects in an area where you want more listings. Send to your list or ours! 6th: Make FSBOs your friends. Send the Four Questions #2 postcard from the FSBO 7 Series to area FSBOs. 15th: Start building market share. Send the April Every Door Direct 12” x 15” Market Dominator System to selected carrier routes. 20th: Send the Out of the Blue postcard from the Customer Appreciation Series to 200 of your past clients. 29th: Send Easter postcards to your sphere of influence. March Observances Daylight Saving Time begins (12th) Saint Patrick’s Day (17th) National Nutrition Month National Women’s History Month Red Cross Month

“Love ProspectsPLUS! Plenty of companies provide the same service, but ProspectsPLUS! is the only one that allows me to completely customize my mailings for my market. Others are just template-driven with generic copy. I can edit the copy of anything I send to add that personal touch that’s so important to me. Prices are great, and I have always received great customer support.” – Rene Thompson Leaver

MOTIVATED BUYERS

EASTER GREETINGS

JUMBO POSTCARD 8½” X 5½”

FOUR QUESTIONS #2

CUSTOMER APPRECIATION JUMBO POSTCARD 8½” X 5½”

SEE CATALOG PAGE 94-95 FOR MORE INFO

JUMBO POSTCARD 8½” X 5½”

MARKET DOMINATOR SYSTEMSM DONE-FOR-YOU 12” X 15”

ER I Y M SSU ON E TH !

APRIL 2017

MASTER MARKETING SCHEDULE 3rd: Get more listings! Send the Wanted: More Listing Inventory postcard from the Listing Inventory Series to at least 100 new prospects in an area where you want more listings. Send to your list or ours! 12th: Make FSBOs your friends. Send the Four Questions #3 postcard from the FSBO 7 Series to area FSBOs. 17th: Start building market share. Send the May Every Door Direct 12” x 15” Market Dominator System to selected carrier routes. 26th: Send Mother’s Day postcards to your sphere of influence. April Observances World Health Day (7th) Easter (16th) Earth Day (22nd) National Humor Month Autism Awareness Month

“ProspectsPLUS! has great prices and is always fast with mailings! Thank you, and keep up the great work! As a REALTOR® needing to market my business on a regular basis, you need someone you can count on. They get the job done right and fast.” – Doreen Horton

WANTED: MORE LISTING INVENTORY JUMBO POSTCARD 8½” X 5½”

FOUR QUESTIONS #3

MARKET DOMINATOR SYSTEMSM DONE-FOR-YOU 12” X 15”

ER I Y M SSU ON E TH !

SEE CATALOG PAGE 94-95 FOR MORE

JUMBO POSTCARD 8½” X 5½”

MOTHER’S DAY JUMBO POSTCARD 8½” X 5½”

15% OFF

ALL OF YOUR MARKETING FAVORITES!

Visit blog.prospectsplus.com/marketing-magazine today for a complete list of all discount codes.

MAY 2017

MASTER MARKETING SCHEDULE 3rd: Get more listings! Send the The Time is Now postcard from the Listing Inventory Series to at least 100 new prospects in an area where you want more listings. Send to your list or ours! 8th: Make FSBOs your friends. Send the Four Questions #4 postcard from the FSBO 7 Series to area FSBOs. 17th: Start building market share. Send the June Every Door Direct 12” x 15” Market Dominator System to selected carrier routes. 22nd: Send Father’s Day postcards to your sphere of influence. 31st: Send the All My Thanks postcard from the Customer Appreciation Series to 200 of your past clients. May Observances Mother’s Day (14th) Armed Forces Day (20th) Memorial Day (29th) Foster Care Month National Barbecue Month National Bike Month

“I ordered postcards, and the process went very smoothly. I received a call from the company to preview the cards before they went out, as adjustments had to be made. Great experience and friendly customer service!” – Stacey Kwiat-Shearer

THE TIME IS NOW!

ALL MY THANKS

JUMBO POSTCARD 8½” X 5½”

FOUR QUESTIONS #4

HAPPY FATHER’S DAY JUMBO POSTCARD 8½” X 5½”

SEE CATALOG PAGE 94-95 FOR MORE INFO

JUMBO POSTCARD 8½” X 5½”

MARKET DOMINATOR SYSTEMSM DONE-FOR-YOU 12” X 15”

ER I Y M SSU ON E TH !

JUNE 2017

MASTER MARKETING SCHEDULE 5th: Get more listings! Send the Ever Thought of Selling postcard from the Listing Inventory Series to at least 100 new prospects in an area where you want more listings. Send to your list or ours!

14th: Send Independence Day postcards to your sphere of influence.

19th: Start building market share. Send the July Every Door Direct 12” x 15” Market Dominator System to selected carrier routes.

28th: Make FSBOs your friends. Send the Selling On Your Own postcard from the FSBO 7 Series to area FSBOs. June Observances Flag Day (14th) Father’s Day (18th) First Day of Summer (21st) National Aquarium Month National Rose Month

“We love ProspectsPLUS! Your website is easy to use, has lots of marketing options and the best customer service help ever! We’ve gotten lots of listings from just sending out your Just Listed & Just Sold postcards! Thank you!” - Lauren Moore

EVER THOUGHT OF SELLING? JUMBO POSTCARD 8½” X 5½”

INDEPENDENCE DAY

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PROSPECTSPLUS.COM - MASTER MARKETING MAGAZINE | 55

MASTER MARKETING CATALOG HOLIDAY POSTCARDS

PAGE 57

CONTENT POSTCARDS

PAGE 58-59

JUST LISTED/SOLD POSTCARDS

PAGE 60-61

SPHERE OF INFLUENCE POSTCARDS

PAGE 62-65

LIFE EVENT/LIFESTYLE POSTCARDS

PAGE 66-68

CUSTOMER APPRECIATION POSTCARDS

PAGE 69

MAILED ANNOUNCEMENT POSTCARDS

PAGE 70

MORTGAGE CO-BRANDED POSTCARDS

PAGE 71

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PAGE 72-73

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PROPERTY BROCHURES

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56 | MASTER MARKETING MAGAZINE - PROSPECTSPLUS.COM

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58 | MASTER MARKETING MAGAZINE - PROSPECTSPLUS.COM

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PROSPECTSPLUS.COM - MASTER MARKETING MAGAZINE | 67

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68 | MASTER MARKETING MAGAZINE - PROSPECTSPLUS.COM

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PROSPECTSPLUS.COM - MASTER MARKETING MAGAZINE | 69

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70 | MASTER MARKETING MAGAZINE - PROSPECTSPLUS.COM

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PROSPECTSPLUS.COM - MASTER MARKETING MAGAZINE | 73

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74 | MASTER MARKETING MAGAZINE - PROSPECTSPLUS.COM

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PROSPECTSPLUS.COM - MASTER MARKETING MAGAZINE | 75

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76 | MASTER MARKETING MAGAZINE - PROSPECTSPLUS.COM

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PROSPECTSPLUS.COM - MASTER MARKETING MAGAZINE | 77

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78 | MASTER MARKETING MAGAZINE - PROSPECTSPLUS.COM

E SI D IN

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80 | MASTER MARKETING MAGAZINE - PROSPECTSPLUS.COM

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PROSPECTSPLUS.COM - MASTER MARKETING MAGAZINE | 81

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82 | MASTER MARKETING MAGAZINE - PROSPECTSPLUS.COM

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PROSPECTSPLUS.COM - MASTER MARKETING MAGAZINE | 83

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84 | MASTER MARKETING MAGAZINE - PROSPECTSPLUS.COM

BROKER/MANAGER RECRUITING | PROSPECTSPLUS.COM/RECRUITING

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PROSPECTSPLUS.COM - MASTER MARKETING MAGAZINE | 85

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86 | MASTER MARKETING MAGAZINE - PROSPECTSPLUS.COM

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PROSPECTSPLUS.COM - MASTER MARKETING MAGAZINE | 87

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88 | MASTER MARKETING MAGAZINE - PROSPECTSPLUS.COM

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EVERYTHING YOUR LUXURY MARKETING PORTFOLIO CAN INCLUDE!

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90 | MASTER MARKETING MAGAZINE - PROSPECTSPLUS.COM

FSBO MARKETING KITS | PROSPECTSPLUS.COM/FSBOKITS

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WWW.PROSPECTSPLUS.COM/FSBOMARKETINGKITS PROSPECTSPLUS.COM - MASTER MARKETING MAGAZINE | 91

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92 | MASTER MARKETING MAGAZINE - PROSPECTSPLUS.COM

EXPIRED MARKETING KITS | PROSPECTSPLUS.COM/EXPIREDKITS

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WWW.PROSPECTSPLUS.COM/EXPIREDKITS PROSPECTSPLUS.COM - MASTER MARKETING MAGAZINE | 93

THE MARKET DOMINATOR SYSTEMSM | DABBLEORDOMINATE.COM

Neighborhood

REAL ESTATE NEWS

Delivering what you need to know about our market and more.

Sally Agent

JUST A THOUGHT

REALTOR® 123456

I love how the change of seasons seems to get people out of their homes and together with friends, family and neighbors. Being an active part of the communities we live and work in is a powerful thing. You may very well see me when you're dashing into the store, stopping for coffee or visiting our local hot spots. Please say "Hi" if you do! And any time you have a real estate question or need, simply give me a call. I'm happy to help.

ProspectsPLUS! 10510 Portal Crossing, STE107, Bradenton, FL 34211 800-287-5710 / 941-723-2400 sally.agent@prospectsplus.com / www.prospectsplus.com

I Can Help with ALL of Your Real Estate Needs!

WHAT'S THE MAGIC NUMBER?

CONNECT WITH ME:

A Proven Strategy That Can Get You More for Your Home Did you know that there is a magic number strategy for getting more money when selling your home? It's based on a classic pricing method explored in the bestselling book Zillow Talk, in which the authors share that homes priced using the "magic number nine" strategy -- which is to round down so that the price ends in "9" rather than "0" -- sell for an average of $2,175 more and 3% faster. For example, a home priced at $149,000 rather than $150,000 sparks more interest and sells quicker... often at or above list price. You probably come across the "magic number nine" many times in the course of your days, from what you pay at the gas pump to how groceries are priced at your local market. This strategy is a classic that has been around for generations and is based on showcasing a product at "just below" asking price to entice buyers into believing they're getting the fairest deal. A study published in the Journal of Real Estate Finance and Economics found that sellers who use the "just below" pricing strategy get more for their homes than those who don't. Another factor to note is that more than 90% of homebuyers begin their search online and

by price; in the example above, $149,000 would help you show up higher in a search option. That could be a distinguishing factor in getting your home sold! As well as it works, don't let a magic number play TOO big of a role in your home-selling decision. Today's savviest sellers rely on professional real estate agents to determine the exact fair market value of their properties. To do this, agents cast a data net to find comparable homes (ones with factors most similar to yours) that have sold in your area; factors such as location, square footage, age, number of bedrooms, number of bathrooms, condition, etc. all play a role in determining price. Price also is based on what the market will bear. Fair market value is the price a buyer will pay and a seller will accept for a property under reasonable and ordinary conditions. To get the fair market value of your home or a copy of my new Free Report: Four Myths That Can Derail Your HomeSelling Efforts, call or text me today!

FUN FACTS TO SHARE: Great Conversation Starters & Social Media Shares 1) Only female mosquitoes bite; the males feed on flower nectar. 2) Cruise control and automatic transmissions were invented by a blind engineer named Ralph Teetor. 3) The natural gas used to run furnaces and other appliances in homes is odorless. Gas companies add an odorant so the human nose can detect the scent. 4) Ben Franklin's formal education ended when he was 10 years old. 5) Though the Ford Mustang uses a mustang pony logo, the car was named after the P-51 Mustang, a WWII fighter plane.

FREE REPORT! Get a copy of my new Free Report: Four Myths That Can Derail Your Home-Selling Efforts, call or text me today! www.prospectsplus.com Call or Text 941-723-2400

PLANNING TO SELL IN THE NEXT 90 DAYS? Did you know that we currently have more buyers ready, willing and able to buy in our market than we have properties to sell? That puts sellers more in the driver's seat than they've been in a long time. If you're ready to sell, know that we're seeing more cash offers, bidding wars and faster closings right now. But the market is shifting, meaning low rates and seller advantages won't last! If you or someone you know is thinking about selling in the next 90 days, please call or text me today. I'm the resource you need for: - A stress-free sale - No-nonsense negotiations - The best price for your home - A quick turnaround If your property is now listed with a REALTOR® or Broker, please disregard this offer, as it is not our intention to solicit the offerings of other REALTORS® or Brokers. The information contained herein is deemed reliable but is not guaranteed. 123456 We are proud to use 10% post consumer waste paper that is Forest Stewardship Council (FSC) chain-of-custody certified mixed sources paper, which comes from well managed forests and other controlled sources. © ProspectsPLUS! www.ProspectsPLUS.com

Got questions? Give me a call today!

941-723-2400 | www.prospectsplus.com | sally.agent@prospectsplus.com

ProspectsPLUS! presents the Market Dominator SystemSM, made possible by the United States Postal Service’s Every Door Direct Mail® Program • Agent exclusivity per carrier route(s) • Select your carrier route(s) & branding theme • Automated monthly printed & mailed newsletter

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94 | MASTER MARKETING MAGAZINE - PROSPECTSPLUS.COM

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CHOOSE YOUR ROUTES. Not sure whom to send to? No worries. The way this system works is that it’s less about the WHO and more about the WHERE. Most agents choose the geographic farm area or areas that they most want to IMPACT. The USPS™ folks have made it REALLY EASY – they have this handy mapping tool that lets you choose which areas you want to connect with. They’ll tell you HOW MANY are on that postal route and give you the option to deselect businesses if you want to.

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THREE SIZES TO CHOOSE FROM 8½" x 11" DONE FOR YOU 5½" x 11" TEMPLATES 12" x 15" TEMPLATES PROSPECTSPLUS.COM - MASTER MARKETING MAGAZINE | 97

PROSPECTSPLUS.COM - PRICING GUIDE

Postcards - Mailed First Class Quantity

1-99

100-249

250-499

500-999

1000+

Standard Size 5½" x 4¼"

$0.64

$0.62

$0.61

$0.60

$0.59

Jumbo Size 8½" x 5½"

$0.99

$0.92

$0.91

$0.90

$0.89

Panoramic Size 11" x 5½"

$1.11

$1.07

$1.03

$1.00

$0.99

Mega Size 11" x 8½"

$1.72

$1.69

$1.65

$1.62

$1.59

Postcards - Mailed Standard Class Quantity

1-99

100-249

250-499

500-999

1000+

Standard Size 5½" x 4¼"

N/A

Jumbo Size 8½" x 5½"

$0.80

$0.73

$0.72

$0.71

$0.70

Panoramic Size 11" x 5½"

$0.92

$0.88

$0.84

$0.81

$0.80

Mega Size 11" x 8½"

$1.34

$1.31

$1.27

$1.24

$1.21

Postcards - Shipped to You Quantity

25-99

100-249

250-499

500-999

1000+

Standard Size 5½" x 4¼"

$0.29

$0.27

$0.26

$0.25

$0.24

Jumbo Size 8½" x 5½"

$0.49

$0.42

$0.41

$0.40

$0.39

Panoramic Size 11" x 5½"

$0.61

$0.57

$0.53

$0.50

$0.47

Mega Size 11" x 8½"

$0.72

$0.69

$0.65

$0.62

$0.59

All postcards are printed on 100# Coated Cover Cardstock and include full-color printing on the front and back and protective UV coating on the front at no extra charge. Mailed postcards include addressing and tracking from the United States Postal Service at no extra charge.

Brochures - Mailed Quantity

1-99

100-249

250-499

500-999

1000+

8½" x 11" - First-Class

$1.50

$1.36

$1.32

$1.26

$1.21

10½" x 15" - First-Class

$1.65

$1.49

$1.44

$1.38

$1.33

11" x 17" - First Class

$2.34

$2.12

$2.05

$1.96

$1.89

8½" x 11" - Standard-Class

$1.31

$1.17

$1.13

$1.07

$1.02

10½" x 15" - Standard-Class

$1.46

$1.30

$1.25

$1.19

$1.14

11" x 17" - Standard-Class

$1.96

$1.74

$1.67

$1.58

$1.51

Brochures - Shipped to You

Two-Sided (Includes Tri-Folding)

Quantity

25-49

50-99

100-249

250-499

500-999

1000+

8½" x 11" - 70# Smooth Text

$1.10

$1.01

$0.69

$0.55

$0.48

$0.46

8½" x 11" - 100# Gloss Text

N/A

$1.05

$0.73

$0.59

$0.51

$0.49

*WE ARE PROUD TO USE 10% POST-CONSUMER WASTE PAPER THAT IS FOREST STEWARDSHIP COUNCIL (FSC) CHAIN OF CUSTODY CERTIFIED MIXED SOURCES PAPER, WHICH COMES FROM WELL-MANAGED FORRESTS AND OTHER CONTROLLED SOURCES *PRICES SUBJECT TO CHANGE PLEASE VISIT WWW.PROSPECTSPLUS.COM/PRICING FOR CURRENT PRICING

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PROSPECTSPLUS.COM - PRICING GUIDE

Business Cards

One-Sided - 3½" x 2"

Two-Sided - 3½" x 2"

Quantity

250

500

1000

250

500

1000

100# Gloss Cover

$20

$35

$60

$25

$45

$80

130# Gloss Cover

$25

$45

$80

$30

$55

$100

Magnetic Vinyl

$62.50

$115

$210

N/A

Front-side UV coating: add 1¢ per card

Door Hangers

One-Sided - 4" x 11"

Two-Sided - 4" x 11"

Quantity

100

200

300

400

100

200

300

400

100# Gloss Cover

$18

$33

$66

$90

$120

$20.50

$37

$74

$102

$136

100# Gloss Cover with Tearoff Perforation

$20

$37

$74

$102

$136

$22.50

$41

$82

$114

$152

Front-side UV coating: add 4¢ per hanger

Presentation Folders

One-Sided

Two-Sided

Quantity

100

150

250

100

150

250

100# Gloss Cover

$29

$73

$125

$220

$285

$450

$35

$87

$150

$264

$342

$540

130# Gloss Cover

$32

$79

$135

$235

$308

$488

$38

$94

$160

$280

$360

$575

Flyers - Mailed Quantity

1-99

100-249

250-499

500-999

1000+

8½" x 11" - First-Class

$1.72

$1.69

$1.65

$1.62

$1.59

12" x 15" - First-Class

$3.18

$3.03

$2.93

$1.96

$1.92

8½" x 11" - Standard-Class

$1.34

$1.31

$1.27

$1.24

$1.21

12" x 15" - Standard-Class

$1.79

$1.75

$1.62

$1.57

$1.53

Flyers - Shipped to You

One-Sided - 8½" x 11"

Two-Sided - 8½" x 11"

Quantity

50-99

100-249

250+

50-99

100-249

250+

70# Smooth Text

$0.50

$0.39

$0.36

$0.59

$0.48

$0.46

100# Gloss Text

$0.53

$0.42

$0.40

$0.63

$0.52

$0.50

100# Gloss Cover

$0.62

$0.51

$0.48

$0.72

$0.61

$0.58

100# Gloss Cover, Coated Front

$0.66

$0.55

$0.52

$0.76

$0.65

$0.62

Magnetic Vinyl

$5.34

$5.23

$5.20

N/A

CALL 866.405.3638 FOR MORE INFORMATION

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