MASTER
MARKETING A MAGAZINE FOR SUCCESSFUL REALTORS ®
GET 3 EXTRA CLOSINGS A YEAR GUARANTEED See page 5 for more details
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Become a Niche Marketer, and Discover 7 Local Market Opportunities in Your Area, RIGHT NOW!
50 PEOPLE TO ADD TO YOUR SPHERE TO GET MORE REFERRALS
2021 REAL ESTATE BUSINESS PLAN 1. My income goal for the next 12 months 2. Average commission earned per closing 3. Number of closings required to reach my goal (Divide line 1 by line 2.) 4. Number of my sales required to close to hit my goal (Any sales contract written by you that closes) 5. Number of my listings required to close to hit my goal (A listing of yours that is sold by anybody, including you) LISTINGS ARE THE NAME OF THE GAME: A good listing agent’s income is 75% listings sold, 25% sales. 6. Average percent of listings taken by my office that close during the listing period 7. Average percent of sales contracts written by me that close 8. Number of sales contracts needed to write in next 12 months (Divide line 4 by line 7.) 9. Appointments needed to obtain one listing 10. Number of contacts needed to obtain one appointment OBJECTIVES: A. Number of new listings I will obtain in next 12 months. (Divide line 5 by line 6) B. Number of listing appointments needed annually. (Multiply line A by line 9) C. Number of listing appointments needed per month. (Divide line B by 12) D. Number of listing appointments per week. (Divide line C by line 4) E. Number of contacts needed per week to reach my listing goal. (Multiply line D by line 10) Business Plan compliments of Floyd Wickman
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MASTER MARKETING TABLE OF CONTENTS 2 50 People to Add to Your Sphere to Get More Referrals
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8 Prove You’re the Neighborhood Expert and Dominate That Market 10 LEVEL UP: Go From One Listing to Market Maker
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12 How to Use Direct Response Reports to Get More Listings
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18 Our Mission
To be the best in the world at empowering our customers with the “right marketing piece” for the “right person” at the “right time.”
Our Vision
To be the performance marketing resource for 100,000 customers.
14 Low-Hanging Fruit That Pays Off Big – Expireds 16 Business Flat? How to Blaze a Trail of New Business 20 Break Away From the Herd, Become a Niche Marketer 24 Discover 7 Local Market Opportunities in Your Area, RIGHT NOW!
Our Values
• Honesty • Integrity • Productivity • Responsibility • Professionalism • Win-Win Relationships
CONTACT US 10510 Portal Crossing, STE 107 Bradenton, FL 34211
Toll Free: 800-287-5710 www.ProspectsPLUS.com
President of ProspectsPLUS! Jim Morton
EXECUTIVE PUBLISHER Jim Morton
EXECUTIVE EDITOR, WRITER Lisa Gray
EDITORS Megan Carver Jim Studebaker Steven Pulcinella
DESIGN & LAYOUT Jason Waid
All examples with names, company names, or companies that appear in this manual are imaginary and do not refer to any actual names, companies, entities, or institutions. Any resemblance to any real person, company, entity, or institution is purely coincidental. We have done our best to ensure that the material found in this publication is both useful and accurate. However, please be aware that errors may exist in this publication, and that neither the authors nor the publisher make any guarantees concerning the accuracy of the information found here. The information in this publication is subject to change without notice. This magazine is designed to provide accurate and authoritative information regarding the subject matter covered. It is provided with the understanding that the authors and publisher are not engaged in rendering legal, accounting, or other professional services to any person. If legal advice and/or other expert assistance is required, the service of a competent professional should be sought. © ProspectsPLUS!, Inc. All Rights Reserved.
Over $165,000 Raised!
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www.ProspectsPLUS.com | 1.
50 PEOPLE TO ADD TO YOUR SPHERE TO GET MORE REFERRALS Imagine what the future would look like if you could stop cold calling, door knocking or chasing after FSBOs indefinitely – or at least cut way down on those activities? Ditching the more distasteful aspects of your real estate lead generation routine may be possible, if you vow, right now, to get serious about your CRM database. Warm calls are so much more pleasant and knocking on doors where people are happy to see you beats the alternative. Make building better relationships with people you already know the center of your business growth activities.
How’s your sphere of influence? Agents who have been in business for more than a minute tell horror stories about friends and even family members who “forgot” that they were in real estate and listed their homes with another agent. In fact, NAR statistics shows, “The average real estate agent earned 13 percent of their business from repeat clients and 17 percent from referrals from past clients and customers.” Look at those numbers – they’re pathetic, aren’t they? Especially when NAR surveys say that nearly 90 percent of real estate consumers say they would use their agent again in the future. Past clients know you and, hopefully, they like and trust you. Shouldn’t agents be getting more than 17 percent of their business from referrals from them? We get it. Agents have a ton of irons in the fire during the typical work week and keeping in contact with their SOI typically ends up as a low priority. What would happen, though, if you moved it up on the list? Made those warm contacts (instead of contacting strangers) a priority? You’ll end up top-of-mind within your sphere when someone mentions buying or selling a home. This is what top agents do. In fact, statistics show 66% of the business
generated by Top Agents (closing 50 or more transactions a year) comes from family, friends, close acquaintances, and referrals generated by the first three groups. That’s 66% of business generated for top agents compared 13% for average agents. What group would you rather be associated with? Here’s how you go about ensuring you have a powerful database with just the right contacts to create an effective businessbuilding machine.
Get your real estate business on the referral track!
“66% of the business generated by Top Agents (closing 50 or more transactions a year) comes from family, friends, close acquaintances, and referrals generated by the first 3 groups.” Organize your database. If you already have an organizational method, you’re one step ahead. If not, here’s how to create one. We recommend using the (free) BusinessBASE™ system. The BusinessBASE™ includes a list of over 50 people to add to your sphere if you want more referrals and repeat business. (Ideally, they recommend at least 150 names for long-range success.) Once you’ve established your list, the BusinessBASE™ guides you further with three easy steps that help build a system resulting in a lifetime of repeat business and referrals. The principles of this system are based on “Send-CallSee.” In the course of a year, you need, at minimum, to be in contact monthly with people in your sphere if you expect to get the business or receive their word-ofmouth referrals. Occasionally calling to share a personal conversation, then connecting through direct mail, will ensure you are remembered. Now, add to that an opportunity to see someone on a personal basis and you effectively earn their trust. When done right, more business will come from your sphere than from all the business you could ever get from beating the bushes. Turn to the next page to learn how to get the free BusinessBASE™. www.ProspectsPLUS.com
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WHERE DOES REAL ESTATE BUSINESS COME FROM? STATISTICS HAVE PROVEN IT MAINLY COMES FROM: • FAMILY • FRIENDS • CLOSE ACQUAINTANCES • REFERRALS* *(generated by these three groups)
The BusinessBASE™ helps you grow these 3 groups resulting in a lifetime of repeat business and referrals. According to NAR the average person moves every 5 to 9 years. Approximately 15% of the people in your BusinessBASE™ will move this year. Are you going to be the agent to help them?
4. | Master Marketing Magazine
WHAT YOU’LL FIND INSIDE How to Build Your Base FAST 30 Creative Ways to Connect with Your Base 30 Great Reasons to Call Your Base Crucial Details to Add to Each Profile To get your FREE DOWNLOAD go to:
www.Prospects.PLUS/MoreBusiness
GET 3 EXTRA CLOSINGS A YEAR, GUARANTEED! Schedule a One-Year SOI Campaign
Launching a Scheduled Campaign is FREE! No contracts Pay-as-you-go Change or cancel at any time up to midnight before the postcard goes out Schedule a campaign from 3 months to 1 year in length SCAN ME
Watch the Video Now!
66% of the business generated by top agents comes from family, friends, close acquaintances, and referrals. Consistently marketing to these groups is the key to the growth of your real estate business. A Scheduled SOI Campaign does this, while freeing up time for more important tasks like listing appointments and closings. OUR 3 EXTRA CLOSINGS A YEAR GUARANTEE We believe so much in the power of scheduled campaigns and what it will do for your real estate business growth, we’re offering a guarantee. Launch a one-year SOI Scheduled Campaign with a minimum of 150 postcards per month. If after one year, you haven’t generated three extra closings and have incorporated Free BusinessBASE™, we will refund the money spent on your campaign. For full details visit www.Prospects.PLUS/Guarantee
Ready to start growing your real estate business and get 3 EXTRA CLOSINGS A YEAR, GUARANTEED? Go To:
www.Prospects.PLUS/Campaign
www.ProspectsPLUS.com | 5.
WANT MORE CLOSINGS? It Takes Money to Make Money.
There seems to be this weird dichotomy that rules many real estate agents: that the money they spend promoting their business cuts into the amount of money they’ll have for personal use. In the short term this may be true. But if you plan to be in the real estate business for the long term, not promoting your real estate business, or not promoting it well, is a way to stall growth indefinitely. You’ll remain on that hamster wheel, spinning and spinning, and spinning, in your efforts to earn more.
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“Agents who earn, on average, $100,000 a year, spend five to ten times more on marketing than those who make $35,000 per year.” “Too many business owners underspend on marketing, thinking that not spending is the same as saving,” claims Heidi Sloss, author of “Fortune is in the Follow-Up: Five POWER Strategies to Grow Your Business.” While it’s an old and somewhat tired adage, it really does “take money to make money.” WHAT COMES FIRST, THE SPENDING OR THE MAKING? Almost a decade ago, ActiveRain.com published the results of a survey of 2,000 agents in the form of an infographic, “How Much do REALTORS® Work, Earn & Spend.” The “average” agent (those earning, on average, $35,000 a year) spent only $1,070 a year on marketing. That’s $89 a month. They spent more on their car than on promoting their businesses. “Agents who earn, on average, $100,000 a year, spend five to ten times more on marketing than those that make $35,000 per year.” It’s easy to assume that, “Well, yeah, they have the money to spend.” It could be; however, that they understand the value of promotion and aren’t afraid to spend the money. Let’s face it, there are a number of money pits in the average real estate practice, from
keeping up with the latest technology to what we drive and even what we wear. The truly important stuff; however – most of what’s in your business plan – is where to focus if you’re looking for ways to gain more clients and grow your business. So, while it’s important to invest money in continuing education, professional development, and ensuring you have the office systems in place to make your job easier, none of it means a thing without clients. OVERCOME YOUR FEAR In a commission-based business, parting with money is frightening. Who knows when you’ll close another escrow? What if you make the wrong marketing decision? One of the best ways to overcome the fear of spending is by paying close attention to your annual marketing budget every year when you revisit your business plan. Once the marketing money is budgeted, consider it spent. Then, make careful, informed decisions about where to spend the money when it comes time to do so. The bottom line is that if you really want to succeed in your real estate business and create continuous growth, you’re going to have to spend some money on it. www.ProspectsPLUS.com | 7.
Prove you’re the
NEIGHBORHOOD EXPERT and DOMINATE THAT MARKET It takes more than a statement on your website or business card to prove you’re a true area expert. True neighborhood experts, by and large, market to farm areas over time. Whether that is a condo community, a specific carrier route, or by subdivision, focusing on a pool of homeowners is a brilliant way to become known as the expert in a neighborhood.
PROVE IT IN PERSON Once you’ve chosen your area of focus, get your face known around this neighborhood. There are many ways to accomplish creating visibility. Here are a few: • Hold home seller seminars in the area. • Join the PTA. • Sponsor a community sports team, and in exchange, ask that your banner be displayed at games. And, do attend the games. • Join the neighborhood YMCA or gym. • Attend the HOA meetings.
8. | Master Marketing Magazine
Host a monthly coffee-and-pastry or happy hour event at the neighborhood café or watering hole. Patronize neighborhood merchants and introduce yourself. Become a repeat customer. Your aim is for people to think that they see you everywhere they go. Talk to folks and hand out your business card.
USE STAND-OUT MARKETING Pairing direct-mail marketing with your in-person events is the best plan for reaching these homeowners or tenants in a way that’s both memorable and lasting. You’re spreading your brand’s message to the entire neighborhood at one time, in a way that’s tangible. Your marketing piece is not only held in the hands of your potential future client, but often makes its way inside his or her home, where it’s kept for future reference. How many other forms of marketing can make that claim? Let’s face it, direct mail not only works, it stands alone. If you are truly the neighborhood expert, proving it by showing up on a continuous basis in a way that’s professional and demonstrates your knowledge of the real estate industry is a brilliant way to stand out among the pretenders.
3 Reasons Agents DON’T Become the Neighborhood Brand 1. Shiny Object Syndrome
They stop current marketing efforts to try something new.
2. Instant Gratification
They don’t see an immediate ROI and give up.
3. Lack of Strategic Focus
They’re too busy working IN their business to work ON it.
Don’t Let This Happen to You! Commit to the Market Dominator™ Why the Dominator is a Branding Masterpiece: It Stands Out From the Rest: 12” x 15” MEGA-SIZE (Largest size allowed by the Post Office) It’s Updated Every Month With Relevant Content: Written and designed by industry experts It’s Automated: Using cost-effective Every Door Direct Mail™ It’s an Exclusive 2-Year Campaign: Offering a 100% Impression Rate
Ask to Ge How t of Yo a Third ur Cove Cost red
It’s Filled With Powerful Stats: Informative, Trending Articles and Direct Response Offers Become the agent to compete against with the Market Dominator! Go To:
www.Prospects.PLUS/DominateNow
www.ProspectsPLUS.com | 9.
LEVEL UP: Go from ONE LISTING to MARKET-MAKER Dean Jackson, Founder of GoGoAgent and Listing Agent Lifestyle, states, “Most agents begin focusing on finding a buyer after they get a new listing. “Often the reason agents are only focused on getting listings is because of their belief they need the listing to be able to find buyers. “But what if you reversed this thinking?” Dean continues, “What if instead of matching buyers and sellers, listing by listing, you become a Market-Maker who’s truly controlling your market?”
HOW TO BEGIN Create a Renter Prospect List in the area you are currently prospecting using the Demographic Search tool on ProspectsPLUS.com, and launch a marketing campaign to this list. Then, prior to your next listing appointment, print out your list in map form. Use the List Management Tool under your ProspectsPLUS!® account options to do this.
PINPOINT YOUR RENTER PROSPECTS LIST ON A MAP
How incredible would it be to arrive at your listing appointment with a list of buyers you’ve already been communicating with from the surrounding area? As Dean says, “There’s nothing more powerful than this position because you’ve got the very thing that the seller wants more than anything.” “Regardless of who else is competing for this listing they can’t win when you already have buyers in hand.” When you begin to see your listing appointments in this way, you are changing the game completely and taking the first steps toward becoming a Market-Maker.
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Take your map with you on your listing appointment. Show this map of prospective buyers to your homeowner, and inform them you’ve been communicating with this list from the surrounding area for months.
“The most essential item you can take with you when going on a listing appointment in a competitive market is access to buyers.” Then, discuss the high probability that their home buyer is on this list. Specifically, when you factor in the NAR statistic, “homebuyers purchase homes within 15 miles of their previous home.” Imagine the feeling you’ll have selling this listing to your own buyer – that’s a true Market-Maker!
SELL YOUR NEXT LISTING TO YOUR OWN BUYER — BECOME A MARKET MAKER! NAR states that buyers purchase homes within 15 miles of their previous location.
Take advantage of this statistic, and pursue Renters in an area you are currently prospecting by: 1. Creating a High Income Renter Prospects List with the ProspectsPLUS!® Demographic Search Tool 2. Then schedule an ongoing postcard campaign using either the Renting by the Numbers or First Time Buyer Series
BOTTOM LINE The most essential item you can take with you when going on a listing appointment in a competitive market is access to buyers. While other agents are discussing what they’ll do to find a buyer once the listing agreement is signed, you stand alone because you’ve already done the work.
SHOW UP WITH BUYERS IN HAND AT YOUR NEXT LISTING APPOINTMENT To launch your Renter Campaign go to: www.Prospects.PLUS/MoreBuyers www.ProspectsPLUS.com | 11.
How to Use Direct Response Reports to GET MORE LISTINGS An opt-in or free offer is “an irresistible item of value provided to a prospect in exchange for their contact information,” according to Ryan Deiss, founder and CEO of DigitalMarketer.com. The challenge, at least it seems to be for so many real estate agents, is changing your idea of what constitutes “value” to real estate consumers. Is it the ubiquitous “free market analysis?” The equally common promise of email alerts when homes that fit a homebuyer’s criteria hit the market? Perhaps, in some cases. But in most cases, real estate consumers are hungry for education and information, and you need a way to set yourself apart. Direct response reports feed that hunger and fill your pipeline with new leads that turn into listings.
Different Direct Response Report Topics Direct response reports can be about any number of topics. Before you settle on one, ask yourself three questions: 1. Does the topic address a real problem? For example, in the current real estate market, few potential clients will be clamoring for a report about boomerang buyers.
Direct Response Reports for Every Topic. Designed by Real Estate Marketing Experts! • Rent vs. Own
• Mortgage Options
• Overpricing Dangers
• Absentee Owners
• Fence Sitter Timing
• FSBOs & More
12. | Master Marketing Magazine
A direct response report comparing the pros and cons of buying versus renting like the Rent vs Own report or a report outlining the Dangers of Overpricing are both more appropriate. 2. Can the direct response report provide a quick solution to their problem? For instance, a report for absentee owners on selling a vacant home addresses the concerns these home sellers are worried about. We queried agents on which report topics they use as their free offer. They include: • • • • • •
Timing is Everything 4 Mortgage Low Down Payment Options Seller Mistakes to Avoid Should You Buy First or Sell First Reasons Their Home May Not Sell Real Estate Myths
There’s an art to creating a compelling squeeze page. Check out Instapage.com’s “30 Squeeze Page Examples To Leverage for More Conversions,” and read the critiques of each one. You’ll be a squeeze page pro by the time you finish. What happens to your visitor when she supplies the required information and hits the send button? Where does she end up? On a well-thought-out thank-you and download page. Additional uses for your direct response reports include adding them to your direct mail marketing, emails, and social media sites as a free offer. Also print out copies of your reports, or have ProspectsPLUS!® print them for you and keep them available to give as handouts for open houses or additions to your listing presentation folders.
All of the above Direct Response Reports are available on ProspectsPLUS!®.
The most important aspect of using direct response reports to generate more listings is your commitment to nurturing those who opt in. The fortune is most definitely in the follow-up.
3. Can I write these reports so they are compelling, valuable, and deliver on the promise?
See offer below for your free Direct Response Report download.
Not everyone is a writer. Direct response reports must, first, employ perfect spelling and grammar. Choppy flow is distracting and amateurish, so ideas should flow naturally, one to the next. The reports should sound friendly, yet authoritative.
Tools That Put Your Reports in Motion The first tool you’ll want to consider is a squeeze page. Here is where visitors will enter the required information to receive their free direct response report.
FREE DOWNLOAD OFFER! Use Promo Code: REPORTFREE at checkout (a $19.95 value) Offer Direct Response Reports in all of your email, website, social media, and direct mail marketing. GO NOW: www.Prospects.PLUS/FreeReport www.ProspectsPLUS.com | 13.
LOW-HANGING FRUIT THAT PAYS OFF BIG:
EXPIREDS The first days of each month are the most productive for listings that have expired. And in most cases, these home sellers are still motivated to sell, have a sense of urgency, and are in need of a new plan. What a great combination for the right agent to take a listing, and better still, create a client for life--but you have to move fast!
Your Strategic Plan of Attack Contact every expired in your extended area by sending a postcard from the Expired Series every 5- 7 days. Then follow that up with a phone call. This strategy is so successful because it’s timely. Most of the competition will not have implemented something so quickly. Real estate agent, Kim Stickler Smith, shared the following experience she had going after expireds.
“I’ve been mailing expired listings
every two weeks for months now. I send out about 500 postcards a month total, using the ProspectsPLUS!® Expired Series. I’ve gotten nine new listings this week! Four different sellers...all former expired listings! I have 14. | Master Marketing Magazine
generated 15 listings in total from the Expired Series!” This is a great example of just what is possible by launching a campaign to go after Expireds. Just remember, once you start getting home owners
reaching out to you, like Kim did, approach them with patience and most importantly – a real plan to get their home sold. Good people skills and the ability to bring real solutions to the table will make you the front-runner.
Correct these issues, and ask if they would allow you to show them your marketing plan.
Educate and Inspire
Now, there’s no doubt you’ll run into all kinds of people. Some will jump at the opportunity to get their home sold, while others will want to wait. And many will take some real salesmanship to prove that you’re the agent for the job. How you react to all three will determine your success or failure at not just getting the listing – but getting it sold.
Get Their Attention Continue to pull the new Expireds in your market, at least twice a week for the coming months and send them a postcard. Use the back to announce that you have a highly effective tool, “The Merchandising Review” (a free report available under “Resources” on ProspectsPLUS!®) that will help determine what went wrong with their home sale and ensure it doesn’t happen again.
The next step is to get the listing priced right and make sure the seller knows you’re ready, willing and able to meet their needs, but that they play a role in the successful sale of their home as well. A great opportunity to display your expertise in action is to invite your expired sellers to a weekly conference call hosted by you on the topic of selling listings fast and for the most money. Or put together a nice presentation on how you will market their home differently, and drop it off at their house. Consider these great ideas for landing the expired listings in your market over the next couple of weeks! Then make these strategies a monthly habit to continue your success.
When you receive inquiries, explain the Merchandising Review allows you to make a comprehensive analysis of whether their home is salable in today’s market. Then schedule a 20-minute time slot to meet with them to go over the Review. Walk them through each item and negotiate the issues that might keep the property from selling.
LAUNCH THIS CAMPAIGN and TURN EXPIREDS INTO CLIENTS 1. Create a Prospect List of Expireds in your market. 2. Schedule a series of Expired postcards to go out every 5-7 days. 3. Follow up your postcard mailing with a phone call. 4. Continue adding new Expireds to your campaign. Let Expireds know YOU’RE the agent who will get their home sold. To launch an Expired Campaign today, go to:
www.Prospects.PLUS/ExpiredClients www.ProspectsPLUS.com | 15.
BUSINESS FLAT? What if I told you that sending out 200 marketing postcards for less than $150 (postage included) could potentially net you five new listings? Barbara Todaro, a Franklin, MA agent, sent 200 Just Listed postcards to an area that surrounded her new listing, and her mailing resulted in just that number – five new listings. Todaro’s advice, “Never eliminate a method because it’s basic; those are often the best methods. The reality is, everyone reads their mail.” Yes, real estate postcard marketing has been around for a while. And, no, it’s not as innovative as digital marketing, but clearly – IT WORKS. Left in the dust We’ve definitely come a long way from the days of AOL dial-up connections to jet-propelled search engine rankings and the availability of real-time information. It was a steep learning curve, but like most things in life, as agents became more tech-proficient, the demand for high tech grew. Unfortunately, along with this came new-fangled ideas regarding listing generation and conversion; that it should be quick and effortless. This belief came at a price. Older, yet highly effective marketing methods, were left in the dust by some agents, specifically the method with the longest history of success – directmail marketing. Snail mail? Guess again! Direct mail outperforms email, social media, and all digital forms of marketing by 700 percent, according to research from the Data and Marketing Association (DMA). In addition, the Marketing Sherpa survey showed
that direct mail was the third-most trusted form of marketing overall (behind magazines/newspapers and TV ads). For comparison, search engines came in sixth. At the bottom of the list? Online pop-up ads. A customer of ours recently discussed his return to direct-mail marketing, specifically Just Listed and Just Sold postcards, after spending some time away from sending them. “My business was starting to be flat. I was still a top producer but where I used to have more listings than I did buyers, I now had twice as many buyers as I did listings,” Joe Cooper stated.
“I took a hard look at my business model and realized that it had been around two years since I’d used Just Listed/Just Sold postcards. I decided to start back up and see if it made a difference. Well, it has. Almost immediately, my listings have picked up!” Is focusing on a farm area a thing of the past? In the past, most agents chose farm areas to target their best potential customers and direct-mail marketing was the best way for them to reach these people. Guess what? Direct-mail marketing still is the best way to target your ideal customer. Neighborhoods that are ripe for the picking include those that haven’t turned over in a while. You can also choose to circle prospect and campaign in an area surrounding a recent listing or sale. The easiest way to ensure you are targeting the right list is to create it using our targeted mailing list tools (MapMyMail and the Demographic Search tool).
How to Blaze a Trail of New Business
NEED MORE LISTINGS?
DO T HI S !
FI R S T, s e nd JU S T L I S T E D p os tc a r d s to the a rea s ur r ound i ng y our ne w l i s t i n g . The n, ke e p the m i nf or m ed w i t h :
The postcard winners So, which are the most effective postcards for real estate? By far, the top agents we’ve spoken with chose Just Listed/Just Sold postcards.
OPEN HOUSE...
“We host monthly events at our office and invite local businesses and residents. When we send a Just Sold postcard, it includes an invitation message to the party,” states Laurie Laykish, and agent with Engle & Volkers. Though the invite isn’t the focus of the card (the justsold home is), “we have had at least 2 people from each drop of 200 cards that attend an event and sign up to buy or sell with us,” Laykish concludes. A tip to keep in mind, nearly 15 percent of directmail recipients who responded to a Marketing Sherpa survey say they often discard mailed pieces when they are “too focused on the company’s needs and not enough on their own.” This is why it’s important to keep your postcard’s focus on what’s important to your target market. Detailing what’s in it for them will engage them far more than self-promotion. If a year-round direct-mail marketing strategy isn’t currently part of your plan – the time to change this is now.
CONTRACT PENDING...
and JUST SOLD postcards!
DEMONSTRATE YOU’RE THE EXPERT TO GET THEIR HOME
SO L D !
TO GET STARTED GO TO:
www.Prospects.PLUS/ListSold www.ProspectsPLUS.com | 19.
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Right now, many absentee owners are second-guessing their role as a landlord. Many are quite motivated to get out from under the financial burden.
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“There are about 8 million individual landlords in the U.S., those who typically own between one and 10 properties,” according to Diana Olick at CNBC.com. She goes on to state that these landlords “manage half the rental properties” in the U.S., with 48 million tenants. Many of these landlords bought their properties between 2012 and 2014. Sure, the big guns (institutional investors) bought then as well, but almost half of investment properties were purchased by the individual landlord – the “Mom and Pop” investor. Then, in 2018, the share of small investor activity in the housing market soared to 60%, according to Core Logic’s “Home Investor Report.” Most of the homes these smaller investors buy are starter homes, by the way – in huge demand in the current market, as you well know. Right now, these investors are prime targets, for listing opportunities. Your audience, then, will be landlords who bought investment properties between 2012 and 2018. WHAT’S IN IT FOR YOU? I think it’s safe to say that those landlords who bought their property at the bottom of the market (after the Great Recession) and haven’t borrowed against it, are sitting on a ton of equity right now.
The facts bear that out. Alcynna Lloyd at HousingWire. com claims that the average real estate investors who bought their properties in 2012, “… have seen their home equity climb by 261%.” That pencils out to an average $141,000 in equity. Imagine being the one who delivers news like this to landlords who are going deeper and deeper into debt the longer the pandemic goes on. THE BEST APPROACH Direct mail is the best approach to potential clients in this niche. The first step to take when approaching this niche; however, is to determine which area of town you’ll farm. Then, create an absentee owner prospect list on ProspectsPLUS!® using the MapMyMail™ tool. After you have your list, schedule a direct-mail stay-intouch campaign. Whether your “touches” are monthly or quarterly is your decision, as long as they are consistent. Don’t give up if you don’t hear back from these prospects after the first few mailings. Right now, many absentee owners are second-guessing their role as a landlord. Many are quite motivated to get out from under the financial burden. Their pain points are very real, very urgent, and you offer the ideal analgesic: to sell now.
DISCOVER HOW MANY ABSENTEE OWNERS ARE IN YOUR AREA 92% Deliverability Guarantee
With MapMyMail™you can search by absentee owners, homeowners, and renters. You can also: • Complete Radial and Polygon Searches
Move pins on the map to see EXACTLY where you want your postcards to go.
• Target Specific Addresses • Include and Exclude Streets • Access Tax Assessor Data Create your Absentee Owner Prospect List, choose your postcards, and launch your campaign in just minutes! GO TO: www.Prospects.PLUS/AbsenteeOwners
Absentee Owner Series
BREAK AWAY FROM THE HERD,
Become a Niche Marketer Never will you find a cardiac surgeon dispensing advice about gynecological problems. Nor will you likely find blog posts on pet websites counseling readers about DIY home projects. Yet, many real estate agents strive to be everything to everyone. Those that typically sell single-family homes think nothing of listing a condo. Those that list mobile homes don’t hesitate to take on a luxury home listing.
all-trades but the master of none” is necessary if you’re to become the best in the market in your niche. Seth Godin, blogging master and best-selling author, suggests that real estate agents should consider “microspecialization.” Choose a niche, and work to dominate it. Step away from the herd.
While this may be ok for your bottom line, it does a real disservice to real estate consumers. In all other professions, they have a choice of specialists.
“...You’re either the best in the world (where ‘world’ can be a tiny slice of the environment) or you’re invisible,” Godin continues.
They can consult a divorce attorney instead of a bankruptcy lawyer. When they need a root canal, they see an endodontist not an orthodontist, and they can take their Porsche to a mechanic who specializes in them.
He says that to become “visible” requires “...being Draconian in your choices. No, you can’t also do a little of this or a little of that. Best in your world means burning your other bridges and obsessing.” Scary thought, right?
Remaining a real estate generalist is easier. It’s safer. After all, you don’t want to miss out on even one deal by narrowing your business focus, right?
Let’s look at a scenario:
But what’s unique about that? It’s unfortunate so many real estate agents harbor a reluctance to break away from the herd. The truth is, however, if you always follow the leader you will always be behind. Then, there’s that lump in the gut when you think of closing off your business to some parts of the real estate industry and narrowing your focus to only one or two specialties. This move away from being “a jack-of-
You’re an agent in Las Vegas, chasing after every lead that comes your way – single family homes, duplexes, condos, whatever, you’ll take it. Your website even proclaims as much: “I can help you with all your real estate needs!” If you consider yourself the average agent, you make about $45,610 a year, give or take a few dollars, according to Daniel Bortz at Realtor.com. Suppose you decide to step away from being “average” and that you will instead specialize in listing and selling high-rise condos. Last year, 607 Las Vegas highrise condo units sold, with an average sales price of $598,728. This represents
a commission of about $17,962 per side (based on 6 percent total commission).
times what the average agent in the Las Vegas Valley brings home.
As a generalist, how many of these condos would you have listed or sold? Be honest. The average Las Vegas agent was lucky to have listed one or two in an entire year.
Remember, our scenario is based on conservative estimates. Your mileage may be a lot better. The bonus is that the more you enforce your condo specialist brand, the more condo leads you’ll get, and people that want to buy or sell high-rise condos will seek you out.
The specialist that targets the high-rise condo market with a laser-like focus and dominates the brand as the niche expert in the area, increases his or her chances of taking more than a handful of those sides from other agents.
Imagine selling five of these condos a month.
Let’s be conservative and say that you only close one of these condo deals a month. Even on a 50/50 broker split, you’d be making nearly $9,000 a month in GCI, give or take a few dollars and nearly $108,000 a year – almost three
If you’ve been casting as wide a net as possible in the hope of reeling in the maximum number of leads, consider setting yourself apart from other agents by claiming a niche and dominating it.
Claim Your Niche and Dominate It Create your specific Niche Prospect List using the Demographic Search Tool, including:
Move-Up Market Postcards
Life Event Postcards
• High-Income Renters • Baby Boomers • Move-Up Market • Empty Nesters • Real Estate Investors • High-Income Consumers
Renting by the Numbers Postcards
• Lifestyle Interests • Customer Demographic Search
Investor Postcards
92% Deliverability Guarantee
Choose your specific Niche Postcards, and launch your campaign! GO TO: www.Prospects.PLUS/PursueNiches
Rescue High Income Renters from the Rent Race
Choose postcards from the Renting by the Numbers Series, then create a prospect list of High-Income Renters using the Demographic Search Tool.
Check out pages 24-30 for High-Income Renter opportunities in your area.
Help Empty Nesters Downsize and Start Fresh
Choose postcards from the Life Event: Empty Nest, then create a prospect list of Empty Nesters using the Demographic Search Tool.
Check out pages 24-30 for Empty Nester opportunities in your area.
Assist the Move-Up Market With Finding Something Bigger and Better Choose postcards from the Move-Up Market Series, then create a prospect list of Move-Up Marketers using the Demographic Search Tool.
Check out pages 24-30 for Move-Up Market opportunities in your area.
22. | Master Marketing Magazine
Help Investors and High-Income Consumers Find Solid Investments Choose postcards from the Investor Series, then create a prospect list of Investors or High-Income Consumers using the Demographic Search Tool.
Check out pages 24-30 for Investor and High Income Consumer opportunities in your area.
Aid Baby Boomers in Beginning a New Chapter With New Memories
Choose postcards from the Life Event Series, then create a prospect list of Baby Boomers using the Demographic Search Tool.
Check out pages 24-30 for Baby Boomer opportunities in your area.
Assist Lifestyle Interest Consumers With Finding the Perfect Community Choose postcards from the Lifestyle Interest Series, then create a prospect list of consumers with specific lifestyle interests using the Demographic Search Tool.
Check out pages 24-30 for Lifestyle Interest Consumer opportunities in your area.
www.ProspectsPLUS.com | 23.
7
LOCAL MARKET OPPORTUNITIES IN YOUR AREA, RIGHT NOW! High-Income Renters (Income + $70k)
State & Cities
Baby Boomers & Seniors (Age 50+)
Empty Nesters (Likely to downscale)
High-Income Consumers (Income +$100k)
Investors (Self-reported lifestyle as an investor)
Move-Up Market (Likely to upscale home)
Lifestyle Interests (Golf, Tennis, Boat Owners, etc.)
ALABAMA BIRMINGHAM
8,327
72,334
29,634
22,733
10,093
1,537
45,161
10,636
48,375
21,066
17,148
8,447
847
33,369
MOBILE
8,367
59,512
24,399
18,272
10,248
967
39,773
MONTGOMERY
7,859
45,239
19,504
12,073
6,733
519
27,687
TUSCALOOSA
4,014
20,246
8,580
7,511
4,149
367
13,512
HUNTSVILLE
ALASKA ANCHORAGE
10,533
47,642
22,253
21,417
10,240
1,185
31,697
3,091
12,384
5,959
4,297
2,706
209
8,229
CHANDLER
9,216
53,220
23,971
21,298
5,956
1,046
38,321
GILBERT
6,604
46,644
21,472
23,169
5,580
1,400
38,352
GLENDALE
6,002
56,335
25,908
12,396
5,727
431
35,276
13,990
104,144
49,237
26,208
9,920
1,185
70,844
4,501
42,902
20,306
13,805
4,187
581
31,005
PHOENIX
34,732
240,861
102,262
67,612
22,957
3,199
144,304
SCOTTSDALE
13,296
76,481
36,416
48,459
9,086
2,125
54,604
6,589
27,208
11,844
10,087
3,109
475
18,371
18,566
196,440
86,380
46,712
21,144
1,687
115,127
FAYETTEVILLE
3,387
17,851
8,403
8,871
3,587
770
15,105
LITTLE ROCK
5,449
48,950
22,223
19,269
8,004
1,264
35,160
FAIRBANKS ARIZONA
MESA PEORIA
TEMPE TUCSON ARKANSAS
CALIFORNIA ANAHEIM
8,550
56,249
22,230
14,701
5,877
710
28,076
BAKERSFIELD
7,110
92,534
40,744
20,089
10,199
1,061
53,637
CORONA
3,673
32,915
14,131
12,374
3,947
701
19,167
FRESNO
8,179
98,600
42,871
19,407
11,352
903
54,419
HUNTINGTON BEACH
9,655
47,293
21,346
24,564
7,481
1,051
31,605
13,546
45,291
18,983
29,820
6,567
1,487
27,353
IRVINE LONG BEACH
1,684
17,637
7,879
2,884
2,123
84
8,022
LOS ANGELES
77,856
339,514
120,407
94,534
28,832
5,173
143,882
MODESTO
5,136
50,048
22,884
10,831
5,731
390
29,036
OAKLAND
18,067
68,754
28,818
29,268
7,338
1,472
32,561
OCEANSIDE
6,693
37,204
16,710
11,045
3,290
476
23,140
RIVERSIDE
6,696
61,119
25,792
16,255
7,448
802
33,420
SACRAMENTO
22,577
150,745
67,338
36,772
11,253
1,568
83,079
SAN DIEGO
53,395
231,931
93,228
98,315
23,789
5,106
137,468
SAN FRANCISCO
67,748
152,849
64,897
105,560
13,365
4,681
77,385
SAN JOSE
39,033
174,211
77,884
116,426
28,205
5,594
92,927
SANTA ANA
5,610
44,725
16,590
9,615
4,556
491
18,860
SAN BERNARDINO
2,816
35,375
12,821
3,013
2,280
112
14,907
Begin a custom search for YOUR specific target market in YOUR selected zip code(s) using our Demographic Search Tool at: www.Prospects.PLUS/MyTargetMarket 24. | Master Marketing Magazine
High-Income Renters (Income + $70k)
State & Cities
Baby Boomers & Seniors (Age 50+)
Empty Nesters (Likely to downscale)
High-Income Consumers (Income +$100k)
Investors (Self-reported lifestyle as an investor)
Move-Up Market (Likely to upscale home)
Lifestyle Interests (Golf, Tennis, Boat Owners, etc.)
CALIFORNIA continued STOCKTON
5,725
63,105
26,819
11,924
6,776
417
31,685
ARVADA
4,288
32,343
15,192
15,331
4,600
1,128
26,788
AURORA
12,612
76,105
32,885
28,555
6,486
1,789
52,411
BOULDER
6,801
23,798
10,481
18,041
4,471
1,066
17,251
COLORADO SPRINGS
19,762
120,335
53,996
45,827
14,310
2,689
94,763
DENVER
46,501
141,895
58,654
77,081
17,142
6,687
107,508
FORT COLLINS
7,969
36,154
16,695
21,510
5,876
1,431
30,031
GREELEY
2,515
19,902
8,959
6,106
2,319
311
14,114
Part of Denver
Part of Denver
Part of Denver
Part of Denver
Part of Denver
Part of Denver
Part of Denver
6,075
43,933
20,573
26,346
6,484
1,756
36,736
BRIDGEPORT
3,182
25,010
9,350
2,914
924
135
10,448
HARTFORD
2,355
19,359
6,071
1,541
459
68
6,221
NEW HAVEN
4,021
20,382
7,294
4,101
969
246
9,308
WATERBURY
1,846
21,726
7,884
2,494
1,558
94
11,456
NEWARK
4,138
29,447
12,863
11,209
3,378
658
19,535
WILMINGTON
5,762
54,099
23,413
20,897
6,767
1,195
35,397
46,720
124,717
47,187
65,180
12,620
5,181
74,224
BOCA RATON
7,917
57,421
28,036
33,417
6,851
1,727
39,600
BRADENTON
6,690
58,860
29,879
20,878
5,952
778
43,629
CORAL SPRINGS
3,613
26,657
11,815
7,239
2,708
253
15,226
FT LAUDERDALE
COLORADO
LAKEWOOD LITTLETON CONNECTICUT
DELAWARE
DISTRICT OF COLUMBIA WASHINGTON FLORIDA
14,591
97,491
41,701
32,190
10,952
1,655
55,669
GAINESVILLE
5,440
36,865
16,171
13,494
5,048
845
25,327
HIALEAH
3,994
62,630
21,853
6,892
5,184
273
22,198
JACKSONVILLE
24,677
200,938
92,215
57,302
22,578
3,051
136,848
MIAMI
35,163
295,426
113,339
78,246
28,959
4,368
124,540
NAPLES
10,797
78,097
38,134
32,976
10,311
1,145
56,519
ORLANDO
31,507
184,225
77,837
52,726
18,462
2,923
111,362
PENNSACOLA ST PETERSBURG TALLAHASSEE TAMPA WEST PALM BEACH
6,885
66,063
30,686
16,935
10,193
850
46,876
10,555
80,000
38,884
22,447
8,030
1,123
55,927
6,591
57,173
25,799
20,763
10,101
1,252
42,467
26,163
155,387
65,144
53,782
16,046
3,511
100,266
8,163
62,717
26,858
16,777
7,373
730
36,228
6,053
38,467
17,232
30,268
5,691
1,738
29,760
GEORGIA ALPHARETTA ATHENS
3,052
19,443
8,040
7,491
2,619
439
13,264
43,041
167,163
70,694
88,257
19,679
6,442
113,506
COLUMBUS
3,579
36,688
15,127
8,658
4,167
381
23,059
DECATUR
5,352
37,919
17,520
11,779
3,852
717
21,377
KENNESAW
3,032
19,373
8,728
9,139
2,434
441
14,802
LAWERENCEVILLE
5,888
45,110
20,036
14,732
4,396
583
26,648
MACON
2,860
35,526
14,446
8,405
5,912
399
22,375
MARIETTA
7,802
67,098
30,316
36,367
10,201
2,288
50,299
SMYRNA
3,816
14,556
6,245
7,085
1,859
532
11,304
STONE MOUNTAIN
2,527
25,575
11,522
6,353
2,619
189
12,974
20,284
80,725
33,576
35,923
12,451
1,142
46,909
ATLANTA
HAWAII HONOLULU
Begin a custom search for YOUR specific target market in YOUR selected zip code(s) using our Demographic Search Tool at: www.Prospects.PLUS/MyTargetMarket www.ProspectsPLUS.com | 25.
High-Income Renters (Income + $70k)
State & Cities
Baby Boomers & Seniors (Age 50+)
Empty Nesters (Likely to downscale)
High-Income Consumers (Income +$100k)
Investors (Self-reported lifestyle as an investor)
Move-Up Market (Likely to upscale home)
Lifestyle Interests (Golf, Tennis, Boat Owners, etc.)
IDAHO BOISE
8,726
58,389
26,984
28,031
8,807
1,611
46,524
ILLINOIS AURORA
4,270
31,928
12,507
10,895
3,099
616
19,933
CHICAGO
103,632
440,834
171,312
148,803
40,316
10,020
241,753
ELGIN
2,739
23,924
10,136
7,042
2,312
336
14,849
JOLIET
2,826
34,277
14,075
7,526
3,882
370
22,376
NAPERVILLE
4,757
36,370
15,644
29,464
5,042
2,074
28,228
PEORIA
2,459
26,859
11,050
6,863
3,473
353
18,806
ROCKFORD
2,837
41,734
17,342
8,409
4,738
390
28,263
SPRINGFIELD
2,614
35,512
15,009
8,369
4,781
407
25,900
BLOOMINGTON
2,592
22,388
9,832
9,038
3,696
520
15,759
EVANSVILLE
2,817
44,658
19,764
10,978
5,440
606
32,630
FORT WAYNE
5,518
70,287
29,904
18,203
8,003
1,069
56,514
INDIANAPOLIS
21,776
191,091
80,288
50,883
17,839
2,799
124,178
INDIANA
LAFAYETTE
2,224
20,874
9,168
6,869
2,510
333
16,075
SOUTH BEND
2,026
33,449
15,025
6,735
4,233
325
23,873
VALPARAISO
1,738
19,787
9,071
8,455
2,728
428
16,042
IOWA CEDAR RAPIDS
3,151
31,436
13,443
12,189
3,480
714
28,920
DES MOINES
5,217
44,180
17,185
10,496
4,496
655
35,473
IOWA CITY
2,271
13,260
5,518
6,984
1,841
475
10,701
KANSAS KANSAS CITY
2,545
27,680
10,982
5,879
3,351
284
15,460
LAWRENCE
3,127
17,532
7,428
6,815
2,327
382
13,237
OLATHE
3,092
26,559
11,314
12,570
3,126
683
22,837
OVERLAND PARK
7,357
40,356
17,896
24,070
4,974
1,465
32,182
WICHITA
8,234
81,562
34,672
21,937
11,275
990
56,114
KENTUCKY LEXINGTON
11,077
63,448
27,134
24,831
6,154
1,624
46,495
LOUISVILLE
15,864
175,969
75,121
49,700
21,479
2,609
127,492
LOUISIANA BATON ROUGE
7,858
79,159
35,183
29,248
12,384
1,954
50,870
LAFAYETTE
3,294
32,888
13,979
12,235
6,002
992
22,644
LAKE CHARLES
2,685
29,392
13,003
8,643
5,818
483
19,800
METAIRIE
3,187
35,687
15,535
12,484
6,092
820
23,379
12,588
89,335
37,048
27,276
12,288
2,230
45,538
3,200
50,932
21,911
13,490
7,797
820
31,549
3,388
14,109
5,762
5,243
1,734
352
9,511
NEW ORLEANS SHREVEPORT MAINE PORTLAND MARYLAND BALTIMORE
17,070
121,381
47,759
30,810
9,180
2,058
64,279
COLUMBIA
4,527
21,339
9,960
12,662
2,510
688
14,485
FREDERICK
5,184
29,258
12,740
13,842
3,313
828
21,850
GAITHERSBURG
5,358
24,484
10,665
14,450
3,070
820
14,900
HYATTSVILLE
3,966
20,079
7,528
3,923
1,364
185
8,779
LAUREL
5,322
21,919
9,549
9,326
2,285
496
13,042
13,005
60,050
26,468
28,483
6,737
1,572
32,288
12,089
22,088
8,520
15,916
1,934
1,142
12,357
1,854
19,528
7,489
2,689
1,301
103
9,017
SILVER SPRING MASSACHUSETTS BOSTON BROCKTON
Begin a custom search for YOUR specific target market in YOUR selected zip code(s) using our Demographic Search Tool at: www.Prospects.PLUS/MyTargetMarket 26. | Master Marketing Magazine
High-Income Renters (Income + $70k)
State & Cities
Baby Boomers & Seniors (Age 50+)
Empty Nesters (Likely to downscale)
High-Income Consumers (Income +$100k)
Investors (Self-reported lifestyle as an investor)
Move-Up Market (Likely to upscale home)
Lifestyle Interests (Golf, Tennis, Boat Owners, etc.)
MASSACHUSETTS continued CAMBRIDGE
9,423
17,372
7,411
10,307
1,329
624
8,773
FALL RIVER
2,567
19,203
8,402
2,459
1,060
121
10,985
LOWELL
3,063
19,685
7,756
3,470
1,276
189
9,357
LYNN
2,138
17,891
6,979
2,752
1,031
173
8,442
NEW BEDFORD
2,187
20,068
8,681
2,448
1,213
99
11,199
QUINCY
5,379
20,994
8,553
6,216
1,541
370
12,385
SOMERVILLE
6,955
11,081
4,649
5,659
867
527
7,091
SPRINGFIELD
1,986
29,877
11,165
2,946
2,065
106
15,070
WORCESTER
5,156
34,029
13,813
7,857
2,412
404
19,398
ANN ARBOR
7,016
31,325
13,582
21,299
4,277
1,529
21,538
CLINTON TWP
2,800
26,840
11,787
7,790
2,898
358
20,029
DETROIT
8,917
132,347
47,371
10,933
14,274
549
58,071
FLINT
1,994
34,737
13,727
4,199
4,150
135
20,440
11,229
75,141
31,887
28,963
8,245
2,045
63,586
KALAMAZOO
3,623
32,989
14,563
10,621
3,643
753
26,503
LANSING
4,650
36,973
15,622
8,837
3,730
475
27,423
LIVONIA
1,826
26,808
11,452
12,750
3,793
687
22,474
MUSKEGON
1,469
25,439
11,335
4,968
3,571
194
20,186
SAGINAW
1,864
33,661
14,262
6,546
5,100
280
23,957
STERLING HEIGHTS
2,338
32,208
13,407
10,909
4,144
512
21,674
WARREN
2,153
33,393
13,543
5,349
3,778
209
22,582
YPSILANTI
3,563
20,772
8,889
7,232
1,959
463
14,316
2,229
25,285
11,171
9,216
4,714
566
21,316
MICHIGAN
GRAND RAPIDS
MINNESOTA DULUTH MINNEAPOLIS
35,991
221,973
96,705
93,883
25,431
6,163
169,386
ROCHESTER
3,124
27,535
12,853
12,685
4,063
899
23,080
SAINT CLOUD
1,730
14,161
6,347
5,237
1,849
313
11,466
22,318
171,018
75,088
76,498
21,848
4,529
132,145
2,417
36,374
14,183
7,537
5,613
350
18,957
COLUMBIA
4,512
26,529
11,782
11,308
3,805
647
20,990
INDEPENDENCE
2,403
29,983
13,227
5,240
3,697
143
19,854
16,959
113,835
47,450
35,790
14,114
2,153
78,498
3,114
30,688
13,762
11,433
4,412
589
26,612
SAINT LOUIS
20,803
206,749
85,849
67,473
25,674
4,644
142,732
SPRINGFIELD
5,272
50,538
23,121
14,438
6,524
802
38,458
BILLINGS
3,152
30,744
12,937
9,150
4,884
468
23,704
MISSOULA
3,401
19,489
8,122
7,555
3,209
446
14,608
SAINT PAUL MISSISSIPPI JACKSON MISSOURI
KANSAS CITY SAINT CHARLES
MONTANA
NEBRASKA LINCOLN
6,818
58,215
24,597
19,303
6,842
997
46,749
OMAHA
12,515
111,525
45,806
44,793
11,352
2,764
88,185
NEVADA HENDERSON
14,230
77,853
40,058
30,804
8,073
1,203
57,694
LAS VEGAS
56,745
305,967
139,795
88,327
27,804
3,570
186,373
N LAS VEGAS RENO
5,897
43,968
20,017
8,198
3,505
293
25,362
12,256
69,714
32,085
27,853
8,075
1,291
50,730
4,709
25,065
10,371
5,767
2,287
239
16,151
NEW HAMPSHIRE MANCHESTER
Begin a custom search for YOUR specific target marketin YOUR selected zip code(s) using our Demographic Search Tool at: www.Prospects.PLUS/MyTargetMarket www.ProspectsPLUS.com | 27.
High-Income Renters (Income + $70k)
State & Cities
Baby Boomers & Seniors (Age 50+)
Empty Nesters (Likely to downscale)
High-Income Consumers (Income +$100k)
Investors (Self-reported lifestyle as an investor)
Move-Up Market (Likely to upscale home)
Lifestyle Interests (Golf, Tennis, Boat Owners, etc.)
NEW JERSEY JERSEY CITY
14,486
37,060
12,942
13,919
2,488
860
NEWARK
4,363
34,091
10,632
2,689
925
99
15,868 9,678
TRENTON
3,606
35,984
13,742
8,795
2,864
488
19,860
14,552
140,630
63,239
43,352
20,555
1,899
80,669
19,394
NEW MEXICO ALBUQUERQUE NEW YORK ALBANY
5,027
30,201
13,376
8,603
3,397
526
BRONX
32,498
230,334
89,505
24,775
5,516
1,043
58,565
116,312
402,623
175,552
111,964
20,642
8,787
142,935
BROOKLYN
12,412
123,339
50,344
26,429
14,478
1,669
83,947
NEW YORK
BUFFALO
143,271
316,107
138,041
137,872
6,786
10,641
133,626
ROCHESTER
11,647
107,184
46,514
21,817
10,279
1,208
74,939
SCHENECTADY
4,079
38,972
17,236
11,395
5,219
548
27,963
STATEN ISLAND
15,850
98,911
47,347
41,954
11,196
2,910
52,124
SYRACUSE
4,661
48,212
18,552
8,984
5,029
488
31,604
YONKERS
7,817
34,821
14,909
8,882
2,129
449
14,619
5,946
33,563
14,074
20,969
5,989
1,226
26,008
NORTH CAROLINA CARY CHAPEL HILL
4,558
20,392
8,983
14,740
3,594
878
14,517
CHARLOTTE
35,642
164,236
67,059
76,670
19,696
5,409
119,365
DURHAM
11,728
56,806
24,289
23,490
8,116
1,705
38,611
FAYETTEVILLE
7,020
49,649
20,067
14,086
5,880
895
30,562
GREENSBORO
8,656
69,302
28,699
21,719
10,083
1,264
50,156
GREENVILLE
2,938
19,757
8,147
6,526
3,361
392
13,956
JACKSONVILLE
2,284
17,074
7,299
4,195
3,094
262
13,700
RALEIGH
22,603
104,849
44,306
54,098
17,002
3,817
82,849
WILMINGTON
7,579
48,048
21,633
18,835
7,107
1,121
40,408
WINSTON SALEM
6,205
58,308
24,260
14,775
9,146
916
41,133
BISMARCK
1,865
20,004
9,522
7,630
4,443
526
19,943
FARGO
4,038
22,143
9,594
8,755
3,674
543
20,832
AKRON
4,137
56,909
24,465
11,217
7,456
617
43,232
CANTON
3,757
51,019
19,424
14,758
8,834
752
42,717
CINNCINNATI
20,613
180,793
77,668
61,569
18,344
4,416
143,986
CLEVELAND
14,658
181,761
75,116
32,366
12,242
1,878
117,047
COLUMBUS
28,165
167,436
70,547
51,630
12,502
3,966
124,314
DAYTON
9,517
108,091
48,382
25,768
12,983
1,287
79,097
HAMILTON
1,728
22,054
9,839
4,107
4,097
188
18,371
SPRINGFIELD
1,553
26,334
12,278
5,655
3,656
256
20,753
TOLEDO
5,799
70,836
29,923
12,998
7,521
613
54,634
WESTERVILLE
3,129
22,291
10,547
13,398
2,249
972
21,677
YOUNGSTOWN
2,065
43,228
18,255
8,876
6,963
388
33,786
3,668
36,505
18,117
19,520
6,363
1,276
33,040
NORTH DAKOTA
OHIO
OKLAHOMA EDMOND NORMAN
3,058
24,347
11,846
8,579
3,724
450
19,097
11,971
121,976
54,856
27,475
16,011
1,384
81,899
9,297
90,465
41,656
25,502
11,818
1,421
60,841
BEAVERTON
8,939
37,404
17,933
18,269
3,841
972
26,490
EUGENE
7,687
45,423
21,097
17,933
5,911
920
33,698
OKLAHOMA CITY TULSA OREGON
Begin a custom search for YOUR specific target market in YOUR selected zip code(s) using our Demographic Search Tool at: www.Prospects.PLUS/MyTargetMarket 28. | Master Marketing Magazine
High-Income Renters (Income + $70k)
State & Cities
Baby Boomers & Seniors (Age 50+)
Empty Nesters (Likely to downscale)
High-Income Consumers (Income +$100k)
Investors (Self-reported lifestyle as an investor)
Move-Up Market (Likely to upscale home)
Lifestyle Interests (Golf, Tennis, Boat Owners, etc.)
OREGON continued PORTLAND
46,002
185,725
81,358
95,348
27,149
5,953
129,390
6,831
46,945
21,941
17,282
5,051
1,098
34,893
ALLENTOWN
2,994
34,312
14,082
7,711
2,969
342
20,643
ERIE
2,445
41,877
17,684
10,049
5,712
282
32,858
SALEM PENNSYLVANIA
HARRISBURG
3,640
38,254
16,709
9,279
4,346
391
25,121
PHILADELPHIA
36,304
304,481
119,257
56,384
22,755
3,431
149,768
PITTSBURGH
17,287
159,849
70,700
45,380
22,158
2,597
118,405
3,457
45,381
18,787
10,485
5,105
402
29,395
5,098
27,780
8,961
6,009
1,873
426
12,911
CHARLESTON
7,596
39,287
17,095
16,942
5,631
1,133
30,350
COLUMBIA
7,971
68,751
29,214
20,666
10,426
933
41,964
GREENVILLE
6,096
46,326
19,698
15,915
6,623
952
32,189
5,731
38,790
17,403
17,123
3,595
1,295
33,598
CHATTANOOGA
5,337
44,709
18,594
13,157
6,369
713
29,326
CLARKSVILLE
6,957
31,627
13,679
9,920
4,200
566
23,684
KNOXVILLE
9,131
89,216
37,597
29,187
13,374
1,654
65,694
10,924
124,865
51,237
25,807
12,813
1,312
61,672
5,192
36,926
16,026
15,994
4,430
705
28,510
18,929
87,614
35,047
48,365
10,695
3,609
61,845
AMARILLO
3,785
48,064
21,121
12,022
8,979
723
33,565
ARLINGTON
9,923
72,216
30,865
23,696
8,034
998
44,944
51,634
172,532
74,762
99,104
27,055
6,962
132,578
COLLEGE STATION
2,575
13,720
6,063
7,664
2,948
460
11,145
CORPUS CHRISTI
6,423
64,714
28,184
15,501
10,195
817
41,684
DALLAS
44,602
225,704
91,569
92,794
26,788
6,350
130,471
DENTON
4,101
23,268
10,961
7,657
2,865
382
16,980
EL PASO
9,253
139,568
52,072
21,288
18,153
1,028
66,838
21,955
157,200
65,473
45,274
19,476
2,730
102,022
GARLAND
5,252
45,780
19,579
11,485
4,736
453
24,431
GRAND PRAIRIE
3,729
31,757
12,966
8,122
3,962
348
17,589
75,829
513,482
201,596
176,439
71,732
9,849
271,574
IRVING
9,168
36,070
14,275
10,977
3,845
555
19,451
KATY
8,997
58,071
23,492
29,844
8,643
1,886
40,678
KILLEEN
3,636
23,731
10,207
5,085
2,797
198
15,063
LEWISVILLE
4,720
22,238
9,784
10,423
2,638
624
16,321
LUBBOCK
5,667
51,022
21,873
14,745
8,372
883
35,985
MESQUITE
2,801
26,765
11,498
5,392
2,591
172
14,504
11,071
57,730
25,570
35,567
8,065
1,940
38,519
ROUND ROCK
5,421
29,725
13,185
13,932
4,266
849
23,962
SAN ANTONIO
35,846
333,115
138,151
83,860
45,608
4,463
200,131
OGDEN
3,783
34,768
15,787
13,359
4,899
782
28,793
OREM
2,156
12,769
5,932
6,909
2,065
700
10,581
PROVO
1,777
10,343
4,699
5,610
1,795
585
8,338
16,081
77,418
34,333
38,829
10,401
2,963
56,941
READING RHODE ISLAND PROVIDENCE SOUTH CAROLINA
SOUTH DAKOTA SIOUX FALLS TENNESSEE
MEMPHIS MURFREESBORO NASHVILLE TEXAS
AUSTIN
FORT WORTH
HOUSTON
PLANO
UTAH
SALT LAKE CITY
Begin a custom search for YOUR specific target market in YOUR selected zip code(s) using our Demographic Search Tool at: www.Prospects.PLUS/MyTargetMarket www.ProspectsPLUS.com | 29.
State & Cities
High-Income Renters (Income + $70k)
Baby Boomers & Seniors (Age 50+)
Empty Nesters (Likely to downscale)
High-Income Consumers (Income +$100k)
Investors (Self-reported lifestyle as an investor)
Move-Up Market (Likely to upscale home)
Lifestyle Interests (Golf, Tennis, Boat Owners, etc.)
UTAH continued SANDY
2,496
21,451
9,758
13,693
3,566
1,167
17,697
WEST JORDAN
2,113
16,722
7,075
6,990
1,818
419
13,824
ALEXANDRIA
20,057
65,772
26,232
42,000
9,179
2,653
44,076
ARLINGTON
19,413
37,790
14,519
33,325
6,023
2,435
28,417
CHESAPEAKE
5,047
52,713
21,263
17,463
8,171
1,062
40,917
FAIRFAX
8,836
39,909
16,525
29,588
6,905
1,931
27,137
FREDERICKSBRG
5,498
37,885
16,080
15,842
5,735
968
29,640
HAMPTON
3,489
30,776
12,480
6,824
3,671
276
20,119
NEWPORT NEWS
4,656
37,638
14,561
8,479
3,118
394
24,664
NORFOLK
5,947
41,280
15,851
9,980
4,592
476
27,063
RICHMOND
9,895
55,963
21,337
18,717
6,228
1,248
34,027
ROANOKE
3,489
41,606
16,981
10,643
6,741
503
30,615
13,684
98,404
40,320
35,683
11,747
2,033
78,395
7,317
37,592
14,998
15,907
4,259
867
22,554
BELLINGHAM
5,011
27,290
11,995
11,375
4,677
627
17,889
EVERETT
6,599
32,111
13,614
10,760
2,999
507
19,217
OLYMPIA
5,295
37,027
17,241
16,132
6,101
590
25,354
RENTON
6,320
28,086
11,850
13,623
3,794
656
16,885
SEATTLE
57,179
136,538
52,963
89,327
18,236
5,563
87,248
SPOKANE
7,631
66,964
29,433
19,983
9,454
1,006
50,921
TACOMA
10,792
61,941
26,561
17,557
7,324
795
38,059
VANCOUVER
12,617
72,664
33,517
28,729
8,581
1,060
51,254
2,051
15,347
6,240
5,862
3,367
434
12,547
APPLETON
3,574
27,603
11,844
11,614
4,342
616
25,647
GREEN BAY
4,289
40,420
17,002
11,292
6,575
632
36,196
MADISON
12,307
49,990
20,323
23,030
4,938
1,395
38,535
MILWAUKEE
21,301
158,815
61,677
40,424
12,551
2,116
107,589
1,910
23,610
9,987
5,230
2,316
179
17,503
2,213
21,520
9,578
6,350
3,138
271
16,138
VIRGINIA
VIRGINIA BEACH WOODBRIDGE WASHINGTON
KENTUCKY
WEST VIRGINIA MORGANTOWN WISCONSIN
RACINE WYOMING CHEYENNE
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Lifestyle Interests
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DMA states that, on average, direct-mail advertising gives a business a 13 to 1 return on investment. 98% of consumers bring in their mail the day it’s delivered. Of these, 72% bring it in as soon as possible. 73% of American consumers say they prefer being contacted by brands via direct mail because they can read it whenever they want.
77% of consumers immediately sort through their mail. Consumers spend an average of 30 minutes reading their mail on any given occasion. They spend 45 minutes with magazines, 30 minutes with catalogs, and 25 minutes with direct mail. 48% of people retain direct mail for future reference. Source: Compu-Mail & DMA
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