MASTER
MARKETING MAGAZINE
REALTOR® GUIDE TO STRATEGIC MARKETING
LISTING INVENTORY IS THE NAME OF THE GAME PAGE 20
THE SECRET PSYCHOLOGY BEHIND WHY PEOPLE REFER REAL ESTATE AGENTS PAGE 16
SIX-MONTH MASTER MARKETING SCHEDULE
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MASTER MARKETING MAGAZINE - FROM ALL OF US AT PROSPECTSPLUS!
Hello from all of us at ProspectsPLUS! We’re thrilled to bring you the Experts & Insights edition of Master Marketing Magazine. In this edition, we’ve reached out to some of our favorite experts – both inside and outside the office – to bring you powerful time-tested strategies and solutions as well as innovative ideas for going far beyond the status quo. It’s a great time to take bold action and reach for big goals. 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!
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FIVE SHIFTS TO CREATE A COMPETITIVE EDGE PAGE 14
TABLE OF CONTENTS 8 FOUR STRATEGIES FOR BUILDING A STRONGER SPHERE OF INFLUENCE 10
INSIGHTS AND IDEAS FROM THE FRONT LINE
12
HOW TO STAY TOP OF MIND... ALWAYS!
14
FIVE SHIFTS TO CREATE A COMPETITIVE EDGE
16
THE SECRET PSYCHOLOGY BEHIND WHY PEOPLE REFER REAL ESTATE AGENTS
18 WHY ACTION SUPERSEDES EVERYTHING 19
MAKING FAIR TRADE OFFERS WORK FOR YOU
20
LISTING INVENTORY IS THE NAME OF THE GAME
22
THE IMPORTANCE OF KNOWING BEFORE YOU GO
24
TREATING YOUR BUSINESS LIKE A BUSINESS
26 OVERCOMING OBJECTIONS LIKE A PRO 28
USING DIRECT MAIL TO DRIVE REAL-WORLD RESULTS
29
FIVE WAYS TO USE CONTENT CARDS
31
I’VE GOT A GUY...
32 SEO INSIGHTS FROM OUR IN-HOUSE EXPERT 34 POWERFUL WORDS TO GET MORE REFERRALS 36 THE POWER OF THE FIRST (AND 27TH) IMPRESSION 40
MASTER MARKETING SCHEDULE
46
MASTER MARKETING CATALOG
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MMM | TIPS & TRICKS
USE THESE BUILDING BLOCKS TO HIT YOUR GOALS
FOUR STRATEGIES FOR BUILDING A STRONGER SPHERE OF INFLUENCE
Top agents know that the key to longevity in this business is to build a better book of business. Referrals are their stock and trade but, to keep them coming IN, they know they need to constantly be reaching OUT. Let’s take a look at some powerful and productive ways to do that without a lot of stress or hassle. Strategy 1: Commit to the list. Whatever database system you’re using, inputting your customer information is step one. Even if you don’t have everything you need or all of the information you want, start somewhere. I’ve talked to agents who never get around to marketing at all because they feel like they have to do everything at once. If it seems overwhelming – start SOMEWHERE. Pick 50 or 100 people to add, and knock it out in a couple of hours – even if you’re simply using Excel to add name, address, phone and email. Start SOMEWHERE. Then pick another day, and do the same thing so you can get your list to the 200 mark. (Virtual assistants are very affordable these days, as well – so that may be an option for some of you. College students are always looking for some extra money too, so ask around!) Not sure whom to add? Refer to the
BusinessBASE we talked about in the last issue that shared the 250 people who should be in your sphere. Strategy 2: Opt-ins and social media. We’ve got some powerful tools in our resource section... including free reports that are a perfect addition to your website as opt-in pieces. Want a creative multi-use way to use these tools to help build your list, feed your social media stream and entice your customers and prospects to continually return to your site for more resources? Simply go to the resource section at prospectsplus.com, and download the free reports that work best for you and your market. Go ahead and download as many as you like, and bookmark the page because we add new ones all the time. These are going to become part of the campaign you’re about to kick off! Take one per week or one per month, and break the contents into bite-sized pieces to
CALL-TO-ACTION CARDS ARE A GREAT DIRECTRESPONSE PIECE TO SEND WITH FREE OFFERS
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BY JULIE ESCOBAR
share on social media and on the backs of your postcards. For example, take the How to Save for a Down Payment report. It has seven tips for saving for a down payment. A fun strategy would be to kick off your Facebook posts on a Monday with something along these lines: As a professional Realtor®, it’s a privilege to help people invest in their future and find the home of their dreams – yet the down payment can often be a sticking point. This week, I’ll share seven powerful ways you can save! Tip 1: Get in the know. Like any good budget or savings plan, start by determining where you are NOW in relation to your credit score, your monthly bills and your assets. Contact me or a trusted mortgage professional to see how much home you qualify for and how much you’ll need to save to purchase a home. We can help you take a look at things such as
MMM | TIPS & TRICKS credit scores, loan requirements and interest rates now so you can simultaneously be doing everything right during this savings period to ensure the most favorable rate and terms.
“ProspectsPLUS! is a great tool for Realtors® everywhere! The 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 the Master Marketing Schedule and the fun ideas for social media sharing. Highly recommend.” – Brittany Bair
Say you make this the “Free report for July” in your business plan. When setting up your postcard campaign on prospectsplus.com, choose the alternate back, and add a little verbiage such as: As a professional Realtor® who specializes in helping people find the home of their dreams, I’m always eager to share resources that can help consumers just like you make the best financial decisions for their families! Please visit my site at www. yoursitehere.com to download a copy of my new free report, How to Save for a Down Payment. No cost or obligation, and please share with friends! Call me at xxx-xxxxxxx if you have questions! Then do the same for months two and three of your campaign. This way, your social media and postcard marketing work in tandem. Keep copies of each report on hand so you can mail or email them on demand. (I suggest making a file on your desktop specifically to house these reports so you can find them easier!) Strategy 3: Commit to a campaign. Even if you’re not sure exactly which campaign is right for you, choose one to use for at least three months. Breaking projects into bite-size pieces makes the process less stressful and more manageable for most people. I love the
“I really love the ease of sending out custom postcards to any specified area and getting a copy sent to me. The cards are really nice, easy to customize and come out pretty fast! I enjoy the automatic Just Listed/Just Sold cards too. The customer service also has been excellent.” – Ashley LaBorde Vuci
idea of a three-month campaign because you can add your list, choose your postcard, and let it run. Make revisions such as address changes, new customers or referrals, etc. every quarter. This makes database management less time-consuming as well. Breaking your campaigns into quarterly increments also adds the flexibility of trying new ones on for size. Some sphere of influence favorites are: • Listing Inventory Series • Holiday Series • Recipe Series • Call to Action Series • Neighborhood Update Series • Content Cards Strategy 4: Add a niche. One of the fastest ways to grow your sphere is to take what you’re passionate about – the people you like working with the most – and create a niche for yourself.
I’ve always said it’s tough to be #1 in a geographic market, but not in a smaller niche that you’re excited about. From traditional (first-time homebuyers, FSBOs, expireds) to out of the box (Harley riders, health and wellness seekers, boaters, golfers) – find something you love, get out there and meet those people, and then start adding them to your list. The secret ingredient in a sphere of influence is INFLUENCE. Moving people from “a list” to knowing, trusting and liking you enough to do business with you happens fastest when you’re working with people whom you like and know about in return! Not sure where to start? Take a look at our Lifestyle Interest Series, which helps agents match their message to their favorite marketing segment. Now you’re ready to get started! And don’t forget – our team is here to help walk you through the process. Call them today at 866.405.3638.
SEE MORE LIFESTYLE INTEREST POSTCARDS - PAGE 58
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TAKE CONTROL OF YOUR MARKETING... AND YOUR BUSINESS
INSIGHTS AND IDEAS FROM THE FRONT LINE Q&A WITH RAMONA WILLIAMS When it comes to knowing exactly what real estate professionals and, specifically, our ProspectsPLUS! customers want and need to grow their businesses in today’s market, there’s no one more knowledgable than Ramona Williams. Ramona is our Director of Business Development, my closest friend and always one of the smartest people in the room. With an MBA and more than 30 years of experience working with real estate agents and brokers, she’s THE go-to resource for insights and ideas. Here’s what I learned during our latest sitdown interview: Q: You’re on the phone with customers every day. Where do you think agents need the most help in terms of marketing their businesses and their listings? A: Consistency, hands down. That’s honestly where most agents’ marketing breaks down. One-and-done marketing doesn’t work – never has and never will.
BY JULIE ESCOBAR
consistently. The result is that they end up all over the place in terms of the message they’re sending into their market, and they actually spend considerably more money trying every new thing that comes along than they would if they just put a solid, strategic plan of tested direct marketing that works in place and stuck to it. Consistently sending branded direct-response marketing to your sphere and farm every 21 to 45 days is still the best means of driving results. Q: We’re seeing a huge rise in agents using Every Door Direct Mail® as a means to strategically market for less. What is your take on that, and what advice do you have for others eager to do the same? A: I think EDDM® is a terrific way for agents to cover a large geographic area because of the lower postage costs. It makes it really affordable for agents to get back to basics, such as working a geographic farm.
Second, what hurts agents is having no strategy at all. That’s not a new problem, of course. That’s historically where agents fail to grow their businesses – and why so many don’t make it. Unfortunately, the majority of agents try lots of little things, including whatever the “shiny new idea” in the office at the moment is, and never commit to anything 10 | MASTER MARKETING MAGAZINE - PROSPECTSPLUS.COM
What I really like about seeing agents return to geo-farming is that it helps them focus their marketing efforts. For a long time, we saw agents just chasing the next deal. They’d follow internet leads wherever they took them – sometimes driving hours to take a listing. EDDM® helps them find a geographic market area that makes sense for them – and literally gets them in every door. When used consistently, it creates a much more predictive business and income model than constantly chasing new business. Here’s what else I can tell you: The great agents get that. They know that it’s not only OK to be in control of their marketing and business, but it’s also a must if you want to create a consistently growing business with commissions and referrals you can count on. So much of the time, you see agents
“Great product! I use the postcards for FSBOs, expireds and Just Listed/Sold notifications. High quality at a great price. Direct mail advertising is alive and well. I highly recommend ProspectsPLUS!” – Michael Humphries
MMM | TIPS & TRICKS who look at the business of real estate as risky to start with or unpredictable because it’s commission based. So the mindset is that their business is supposed to be all over the place, or unpredictable, as well. Savvy agents know that real estate is a business that can be very lucrative if they treat it like it is and work a plan. Q: What product do you see the most demand for in today’s market? A: I’d say, in most areas of the country inventory is still historically low, so agents are looking for any vehicle that can help them get listings. We’re seeing a lot of EDDM®, Just Listed/Just Sold postcards (which are great for pulling double duty – marketing the listing and the agent), our Market Dominator, Listing Inventory cards, FSBO and Expired tools and our Neighborhood Update/Free Offer cards. The last one takes a little more work to input the listing data, but it’s what consumers want to see, and they make direct-response offers, so they work. Again, it’s getting back to taking control of your marketing. We also are seeing an uptick in agents struggling with pricing listings correctly, and that’s where your eBook 21 Ways to Get Your Listing Priced Right the First Time (Despite the Seller’s Objections) is a terrific tool that’s really affordable – and filled with the kind of objection-handlers agents need today. Q: You and I go way back in this business – we won’t say how far! How do you think the market has changed, and what do you think agents can do to get in front of those changes and be competitive? A: You know, surprisingly, it really hasn’t changed all that much. Our business is and always will be cyclical. What’s different, of course, is the number of technology options agents have and how many different organizations are selling to them – many of which offer amazing game-changing solutions. It does, however, make it really easy for agents to take their eyes off the ball and look for the “magic pill” that will skyrocket them to success. While that’s understandably tempting, the keys to being tops in your field are to stay focused, build inventory, price listings right, have a strategic plan, find areas you really enjoy working and stay the course.
“The great agents... know that it’s not only OK to be in control of their marketing and business, but it’s also a must if you want to create a consistently growing business with commissions and referrals you can count on.” – Ramona Williams Director of Business Development ProspectsPLUS! Q: Excellent advice! You work with top producers and high-volume teams quite a bit as our Director of Business Development. From a marketing perspective, what are some things they do that allow them to continuously rise to the top? A: Much like we just talked about, top teams and top agents don’t roll the dice with their results. They build their businesses exponentially by putting systems in place so things don’t fall through the cracks, and they understand and implement the power of consistent marketing. In other words, they don’t wait, and they don’t shy away from marketing at high levels. They prioritize immediate lead generation, but they also have systems that allow them to build their brand and their businesses long term. They also are typically service-minded professionals. They take excellent care of their customer base and communicate effectively and often with their sphere and farm. That’s smart business. Q: Awesome. Any last words of wisdom for our readers?
lot of missed opportunity and money left on the table. I’d challenge agents to not do the same. Get back to basics. Have a plan. Use strategic, consistent marketing (in terms of both timing and branding) to build your inventory, price things right, follow up, and take care of your book of business and your farm. As always, you’re a tremendous source of advice for today’s professionals, Ramona. What’s great for our customers to know is that you’ve done such an amazing job of training and managing our support and marketing teams that they have incredible skills and insights as well. They’re wonderfully adept at helping agents and brokers figure out and implement the best plans for them. Kudos to you for that! Thanks for sharing! If you’d like to connect with a member of Ramona’s team, call 866-405-3638 or email team@prospectsplus.com. They’re eager to help make your job – and your life – a whole lot easier!
A: Well, I guess I would say this is truly a great industry where people can make an excellent, lucrative living. It’s relatively affordable to get into, with a strong return on investment. OUR I would tell them to be strategic, consistent and mindful of who you model yourself after. You and I have both seen agents who have been in this business three, four, five, even 10 years or more and have never put a sphere of influence database together. While some may do all right at that, it really makes you wonder where their business COULD be if they had put that basic-but-so-important piece in place. That’s a
NEIGHBORHOOD UPDATE FREE OFFER SERIES IS AN AGENT FAVORITE!
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MMM | TIPS & TRICKS
BRAND YOURSELF AS THE NEIGHBORHOOD SPECIALIST
HOW TO STAY TOP OF MIND... ALWAYS! BY JULIE ESCOBAR
Put yourself in the shoes of the folks in your sphere and farm. When they ask themselves, “Who is my neighborhood specialist?” or “Which agent should I call to find out about listing my home?” or “My sister/neighbor/best friend/cousin is moving to town and needs an agent; who should I recommend?” – are all of the answers YOUR name? If not, then you’ve got some work to do! A great strategy is to send a series of three postcards (once every 30 days) from the Neighborhood Specialist/Free Offer Series to at least 100 new prospects in an area where you want more listings. First: Where to start? How big of a farm or neighborhood should you market to? A friend from New
York kept tabs on a farm of about 5,000 throughout most of her career, but then pared that down to 2,500 (which includes her sphere of influence) when she took over as managing broker.
Keep in mind, you don’t have to start with 500, 1,000, 2,000 or more – you just have to start! After all, in the wise words of Zig Ziglar, “If we don’t start, it’s certain we can’t arrive!”
She had this to share: “I usually recommend new agents start building their farm area to about 250, and experienced full-time agents should consider working toward maintaining a farm of at least 1,000.”
How do you find the right neighborhood or farm area? If you’re new, pick an area that really interests you. Dig in, and learn about the community, the people, the surrounding businesses and the culture. Make it your own, and start expanding.
Another friend and her team with Keller Williams in Pittsburgh successfully navigate a database of more than 10,000 and use a system of referral name recognition to communicate regularly with 500 to 1,000 of those. What’s their secret to success? “Never stop marketing!”
If you’ve been in the business for a while and have not yet begun to build and maintain a working database, let today be the day you start. Too many in our industry leave with nothing to show for it; don’t let that be you! My friend in New York put it this way:
“I decided to try something new in 2016, so I ordered ‘Expired Listing door hangers’ instead of making cold calls or sending out letters. I ordered them on a Thursday evening, and the package was at my office on Monday morning. That was standard delivery. That’s fast! I spent Monday morning putting out the door hangers. This is Thursday. I’ve had 5 listing appointments and 4 new listings as a result.WOW! Thank you ProspectsPLUS! for designing incredibly professional artwork and allowing me to edit/make content changes online. I’ve found my new go-to advertising source. You guys rock! Thank you so much!!” – Wanda Bond 12 | MASTER MARKETING MAGAZINE - PROSPECTSPLUS.COM
MMM| TIPS | TIPS & MMM & TRICKS “A good starting point is to target a town or part of a town you want to establish yourself in. Get passionate about it – and your connection and commitment to that community. Designate 75% of your efforts to the top 10% of that market share, then blanket the rest for the lower-tiered homes. Once you’ve established yourself in that top 10%, then everyone knows your name.” As with any effective branding effort, becoming the neighborhood specialist means you have to jump in with both feet and commit to being the resource for those consumers who make up your target market. And you have to be genuine. If you’re not authentic in your purpose, it shows and – especially in today’s market – people don’t want, nor do they have to work with, people who are less than the real deal. To easily create mailing lists for the geographic farm areas you’re interested in, take a look at the ProspectsPLUS! MapMyMail tool, which allows you to easily search more than 128 million records and download a cost-effective list at just 8 cents per record. Second: What to send? What you send is up to you, but it should be consistently branded and consistently sent. Let’s take a look at what’s trending with top agents across North America: • Neighborhood Update/Free Offer postcards: They give stats that people love, with a direct-response component. • Listing Inventory Series: Agents love these because they’re a great way to shake out the sellers who may be interested in listing NOW or in the near future. By sharing that you have qualified buyers who are ready to offer a great price for homes sooner rather than later, you can capture the attention of potential sellers. • Content cards: These are powerful in that they contain tons of content on timely topics and are likely to be kept – and shared – by consumers. • The Market Dominator: This 12” x 15” piece is cost-effective, leverages the Every Door Direct Mail® system and has 100% impression because of its size and direct-response content.
4 Ways to Have Some Fun with Your Marketing 1. Get creative. It’s great to see agents taking a walk on the creative side! In addition to monthly mailings, many agents actually “walk the farm” about four times a year with a giveaway or door hangers and use this time to meet and talk to people one on one. One agent shared that she tucks Neighborhood Update postcards into plastic buckets with sand shovels from the dollar store with a note that reads, “Here’s the scoop from your 110% Realtor!” How fun is that? 2. Try event marketing. Holding buyers’ and sellers’ workshops is another great way to offer valuable information to your farm and get tremendous results in return. Some agents even host them monthly. We have invites that make getting people there easier! 3. Ask for leads. A friend and longtime agent from Tampa shared this tip: “Work with those people other agents are unwilling or unable to work with. How many agents do you know who don’t follow up on open house leads? Offer them $100 for every lead that turns into something. It’s a great way to build your business and make sure that the customer is getting the service they want and deserve!” 4. Become active in community events. Consider helping out at community block parties, fireworks celebrations and more. Send newsletters that offer ideas and solutions people can use and that present you as the expert they can turn to for current, relevant and timely information each and every month. Third: How often? “Staying top of mind doesn’t have to be rocket science, but it does have to be consistent,” shared real estate coach Judy LaDeur. “It’s funny how many times you see agents get frustrated because their friend or neighbor listed with someone else, when the truth is that it’s up to the AGENT to ensure that friends, neighbors, acquaintances – and the folks in their geographic farm – think of them as the real estate specialist. Doing that takes consistent contact.” Coach Dirk Zeller echoes the idea of consistency: “The key to success… CONSISTENCY! Whether you’re trying to lose weight, increase your business or create wealth, the secret sauce is consistency. Most people are not consistent enough to let the law of averages create the win for them.
“Let me illustrate in money terms: If you put $3.83 away each day from the time you turned 20 until age 65 and received high single-digit interest rate return, by age 65 you would be a millionaire. The hard part is doing it every day for 45 years… the rest is easy. Would you trade a vanilla latte a day for a million bucks? You’ve heard it from some of the best in the business... Now get out there, and start branding yourself as the turn-to agent in your neighborhood of choice so they’ll know EXACTLY who to name when asked, “Who’s your neighborhood specialist?” Need more help building your business or making a name for yourself in your niche of choice? Visit www.prospectsplus.com, and tap into a wide spectrum of solutions, resources and training that can help you thrive in today’s market.
CONTENT CARDS HAVE CONSUMER-FRIENDLY INFORMATION SEE MORE EXAMPLES ON PAGES 48-49
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MMM | TIPS & TRICKS
GIVE CONSUMERS THE ANSWERS THEY NEED
FIVE SHIFTS TO CREATE A COMPETITIVE EDGE ADVICE FROM FLOYD WICKMAN
Today’s top agents are moving at breakneck speed – working hard to take advantage of all the vast opportunities and possibilities that make this an exciting time to sell real estate. I tapped our good friend and industry icon Floyd Wickman for his take on some competition-busting shifts and strategies that could make a difference for today’s agents – both new and experienced. Here’s his sage advice: SHIFT 1: Know your competition. If you think about the major sports leagues – baseball, football, hockey – and then think about the most successful teams, you’ll find that they have one thing in common: In order to be successful, they view and review videos of their games and those of their competitors. They look for strengths and weaknesses so they’ll know how to defend and compete effectively. It’s the same in the real estate business. You have to know what you’re up against in order to outpace the competition.
BY JULIE ESCOBAR
4. What is their average experience level? 5. What is their annual per-person production? 6. What is the average number of listings in each office? 7. What is their list-to-sell ratio and listto-sale timeframe? There are other questions agents could ask as well. It may be a great exercise for you and your team to take some time to write out all the questions that would help you understand precisely what qualities buyers and sellers are looking for – and how you stack up against the competition. SHIFT 2: Fill your tool chest with the best. Throughout history, all of the great competitors – from armies to corporations to world leaders – got to be the best because they had the essential tools (and even a few extra) needed to do the job better than their opponents. In much the same way, real estate agents must have the
Here are a few questions that agents must answer in order to achieve dominance: 1. Who are your top 10 competitors? 2. If you lose a listing, whom do you lose it to in most instances? 3. How many agents do each of your primary competitors have?
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right tools to battle their highly skilled competitors. In our training programs, we teach agents to have everything they need to control their time, budget and client meetings. Objection-handling techniques, visuals, stats, dialogues and powerful presentations are some of the tools we help them master and use effectively. We often recommend ProspectsPLUS! for marketing tools that make all the difference. And of course, today’s agents need to ensure they have social media resources at their fingertips as well. Take a look at your “tool chest” at least once a quarter to make sure you have everything you need. Lose what doesn’t work, and add new tools to help streamline and automate your processes. Anything that keeps you focused on prospecting, presenting and closing is a valuable asset to your bottom line. SHIFT 3: Never stop learning new skills. In the more than 40 years I’ve been in this
“My advice to you is to become a competitor. Stay nice – but be a competitor. Put people first – but be a competitor. Care about what they care about – but be a competitor. Never verbally knock the competition – but be a competitor.” – Floyd Wickman
MMM | TIPS & TRICKS business as an agent, manager and trainer, I’ve never seen an era where the need for high sales skills was greater. In our 24/7 world, with accessibility to communication and information as strong as it is, sellers and buyers are savvier and have more questions and concerns than ever. We have to overcome more commission objections, “We want to shop around” objections, pricing, length of listing, etc. The art of persuasion is in demand and critical if you want to compete successfully. The real proof of this is in our training classes; the average student experience level is almost four years whereas, not so long ago, it was two years. It seems clear to me that being able to close the transaction is the difference between thriving and merely surviving in the business. SHIFT 4: Lose what doesn’t work. Too often, we hang on to old patterns, old habits, old mindsets and old routines simply because “that’s the way it’s always been done.” Our world is moving way too fast for that. Take a good, long look at your daily, weekly and monthly activities. Write them all down. What can you lose? What’s costing time, energy and money that isn’t bringing you a return personally or professionally? Get rid of it. Are there people in your life who drag you down? Fuel the negative? Cause you more grief and chaos than joy? Then give yourself permission to take yourself out of those relationship equations. Life’s too short to hang around those kinds of people. “Clean house” at least once a year, and you’ll find yourself with a whole lot more momentum. SHIFT 5: Develop a competitive attitude. Attitude is everything. It takes a certain mental toughness to be willing to convey to a prospect that you’re the best person/company for the job. This mental toughness, added to the facts, tools and skills discussed above, add up to an enthusiastic response to the question, “Why are you the best?” It’s like you’re saying, “You know Mr. and Mrs. Seller, there are 1,000 agents in our area; however, for what you want, need and are trying to accomplish, you really only have a choice of three: good, better and best. You see, we’re all good. After all, you have to at least be licensed. Some are better than others. But for what you’re trying to accomplish – to get the most
amount of money for your home in the shortest amount of time with the least amount of inconvenience – it seems to me that there is only one best agent… and what a coincidence that we should be together at this moment.” There are many ways to answer the question, “Why are you the best?” Here are just a few: • “I’m the best because I’m new in real estate, and I’m not bogged down like those top producers.” • “I’m the best because my office is right on the corner. Where do you think the buyers are coming to?” • “I’m the best because my office is clear over on the other side of town. Where do you think the buyers are coming from?” You need the mental toughness to be able to enthusiastically convey this message: “Mr. and Mrs. Seller, if you were going to fly coast to coast and had the choice of flying first class or coach, both at the same price, which would you choose?” Seller: “First class, of course.” Agent: “I expected that. May I ask why?” Seller: “Because I get more for my money and a more comfortable journey.” Agent: “If you knew you could get more for your money and a more comfortable journey by choosing me
over someone who might be considered coach, I’d be the obvious choice. Wouldn’t you agree?” My advice to you is to become a competitor. Stay nice – but be a competitor. Put people first – but be a competitor. Care about what they care about – but be a competitor. Never verbally knock the competition – but be a competitor. You get the idea. Good luck, and remember: We’re here if you need us! Thanks, Floyd, for always giving us a solid foundation to help agents drive production, fuel their branding, build their bottom line and compete in our fastpaced world! To learn more about getting started or restarted with Floyd’s training programs for real estate agents, visit www.prospectsplus.com/kickstart. If you would like to learn more about how we can help you systemize, strategize and even automate your real estate marketing, visit us online at www.prospectsplus.com, or download our online Master Marketing Schedule to stay on top of the latest and greatest tools (and the creative content that helps you stay competitive as well)!
“I found the ProspectsPLUS! website and began messing with some templates. I received an awesome package with amazing samples and promos. I just ordered my first two mail pieces, and I’m making plans for a lot more. I am incredibly impressed! The ability to purchase beautiful postcards, personalize them, get my mailing list and have them mailed all in one place (and all at a great price) is so beneficial to my business.” – Scott Fuller MASTER MARKETING MAGAZINE - PROSPECTSPLUS.COM | 15
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BOOST YOUR BUSINESS WITH REFERRALS
THE SECRET PSYCHOLOGY BEHIND WHY PEOPLE REFER REAL ESTATE AGENTS BY DEAN JACKSON
When you understand why, it can be like having a pair of 3D glasses into the mind.
It just shows up, and you don’t have to do anything.
Asking for “referrals”... or even using the word when you talk about it, almost always repels people from actually introducing you.
Second example: My client Nick calls, says my friend Greg wants to sell his house and asks me to give him a call.
The secret? The real reason people refer ANYTHING is to make THEMSELVES feel good and to raise their status in the “herd.” Sounds weird, I know. But whenever you tell someone about something and they have a good experience, it’s like you get a little super-shot of dopamine and a sense of pride that makes you feel cool for a moment, right? We do it all the time – when we recommend a good book, a movie, a restaurant, a doctor, etc. We offer up those recommendations because we like our friends and want to help. Subconsciously, though, we’re also making ourselves feel good. THAT is an important thing to remember. When I was first teaching this, I asked every audience how they got their referrals. I always got one of two scenarios: First example: Greg told his friend Nick that I could help him sell his house, and Nick gave me a call.
This is a reactive referral. In other words, I have to do something to take advantage of it, right? I’ve literally done this hundreds of times, and I’ve always gotten those same two results from the hand-raisers in the room. What I’ve never heard is what I call the orchestrated referral, which goes something like this: I call my client Nick to ask if he knows anyone interested in selling a house, and he tells me about his friend Greg. That’s orchestrated – or proactive – and no one is doing it. Passive and reactive referrals are great, but think of how much more you could do if you were orchestrating referrals every month. Here’s the deal: All referrals start with
conversations, and three things have to happen. 1. They have to know what you do. 2. They have to think about you. 3. They have to introduce you into the conversation (and ultimately introduce you to their friend). Now skillfully think through the process of making those conversations happen. In the real world, those conversations are already happening anyway. Are there triggers that occur that would create a high-probability conversation that would be valuable to you? What if we could offer up a magic crystal ball that would tell you when people were talking real estate? Better yet, what if you didn’t need one? Here’s what we’ve found: We’ve been sharing a tool called The World’s Most Interesting Postcard. The front has interesting facts that people love to read. The back is where the magic happens. It’s like a “Trojan horse” message on a bright
“We’ve been sharing a tool called The World’s Most Interesting Postcard. The front has interesting facts that people love to read. The back is where the magic happens.” – Dean Jackson
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MMM | TIPS & TRICKS I’ll send you a free copy of my Six Steps to Home Ownership book that’s filled with tips to save them a lot of money.” See what we did there? We planted the seed. You know like when you tell someone not to think about the pink elephant in the room, and all you can think about is the pink elephant in the room? Same thing. We just gave people a reason to connect the dots. If I’m Greg now, and I hear someone talking about real estate, I’m going to say, “Hey! My friend Dean has a great book that can save you money when you’re buying a house. Let me give him a call and get that for you.” What happens? Greg’s a hero to his friend, his friend gets something of value, and I get a customer! Win-winwin! yellow graphic that looks like a sticky note that has a referral message based primarily on what’s happening at that time of year. So in the spring, it might say something like, “Hey, Greg! Quick note in case you know someone wanting to buy a home this month since the market is hopping. If you hear of anyone, call or text me, and
The bonus in all of this? Nothing is left to chance. You and I both probably know a lot of agents with business cards and “I love referrals” taglines or something equally fluffy. That’s not specific. And specific is what you need to drive orchestrated referrals. I’ll illustrate what I mean: There’s something called bystander apathy. In first responder school, one of the things they
“My postcard dropped today, and it was stunning! Quality stock paper, easy to read, catchy. All I did was add my info and tweak it a little bit. ProspectsPLUS! did the rest! No slapping on labels, no postage stamping, BOOM it’s done! I will continue to use many of the great products that ProspectsPLUS! has to offer!” – Kathryn Hill
first teach is that if you are the first to a scene, don’t just shout out, “Somebody call 911” or “Somebody get a blanket.” Why? Because who is “somebody”? Instead, you make eye contact with two people and say, “You call 911, and you get a blanket.” The odds of you getting what you need improve exponentially. Same with real estate referrals. Our World’s Most Interesting Postcard taps into high-probability conversations with a direct-response offer that’s timely and valuable. In February, for example, when lots of people get engaged, we might ask if our customers know anyone getting married in the near future who might need a free book about buying a home. And I tell agents not to stop there. Every single week, pick some people in your sphere, and do the same thing. Think of a reason to reach out and connect with a reason to refer. For example, if I know Mary works on the board of a luxury condo association, I might reach out to her and let her know inventory is low and I’ve got these amazing buyers, a lovely couple who’s interested in buying in her area, and ask her to keep an ear out and say how much I would appreciate it. What’s Mary going to do? She wants to help! She’s on the board! She’s going to let me know. The power of suggestion is an amazing thing, friends. I hope you’ll make this secret psychology of referrals part of your business practice. If you want to learn more, visit me online at www.gettingreferrals.com.
“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 MASTER MARKETING MAGAZINE - PROSPECTSPLUS.COM | 17
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ELEVATE YOUR GAME TO A 10 ON EVERY LEVEL
WHY ACTION SUPERSEDES EVERYTHING BY TODD ROBERTSON
There’s a saying that has stayed with me from my days training for Floyd Wickman. He used to say, “There’s nothing special about special people – it’s what they DO that makes them special.” How true. So many people go through the motions of working in and on their business – but stop short of taking massive, proactive action to get extraordinary results. I recently spoke with a Market Dominator customer who believes in taking action in big ways and, in turn, is getting big results. First, a disclaimer: We of course recognize that there are different markets out there, and results depend on those markets as
well as agent experience and skill level. What we also recognize after more than 25 years in the industry is that two factors really stand out when agents are firing on all levels: skill and motivation. I challenge you to rate yourself in both categories and see if there’s room in either to raise the bar so that you can raise your results. One Dominator customer dug in during the past year and took massive action. He’s sending out 5,000 of the 12” x 15” Market Dominator pieces each month. He shared that after only the first couple of mailings, he’s taken three listing calls – one of which he listed and sold before the sign went up, getting both sides of the transaction. That’s extraordinary, but it also showcases how he’s working and raising the bar in skill and motivation. To generate listings and sales the way he does, he not only has to market effectively, but he also has to execute on that marketing. He has to be on top of his game in three additional areas: presentation, qualifying people, and pricing property right the first time. And given his results, I’d say he’s crushing all three. Rate yourself, your skills and your motivation on a scale of 1 to 10. What’s your energy level? Your enthusiasm? Your willingness to prospect? Your listing presentation skill? Your ability to price it RIGHT, and not just tell sellers what they want to
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“So many people go through the motions of working in and on their business – but stop short of taking massive, proactive action to get extraordinary results.” – Todd Robertson
Director, Market Dominator System
ProspectsPLUS!
hear? How are your negotiation skills? What does your follow up look like? If you’re at a 1-4 on any of those levels, you need to strive to get to a 10. Here’s why: Action supersedes everything. If you’re willing to take your game from a 1 or a 3 to a 10 in every area of your business, do you think it might be worth five, 10 or even 20 additional listings per year? I can tell you from experience… it absolutely is. Are YOU ready to take ACTION? Need help getting to a 10? Contact our team at 866.405.3638. They’re ready to help with all of your marketing needs. Interested in learning more about the Market Dominator? Call us today!
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HARNESS THE POWER OF GETTING BY GIVING
MAKING FAIR TRADE OFFERS WORK FOR YOU BY JULIE ESCOBAR
Many years ago, Floyd Wickman founded his company on the concept that “We Get by Giving.” He was on the mark then, and that concept is still on the mark today. Times have changed, markets have changed, and how we communicate and do business has changed. But one constant, I believe, is that people will always be hungry for information. There’s an amazing opportunity for real estate professionals to jump in and feed that need! Agents ask all of the time what they can do to get people to call them, contact them or turn to them for information, and we try to make that as simple as possible – especially for agents who are eager to get more listings in their market areas. One series that’s super popular with our customers because it features powerful “fair trade offers” that sellers are looking for is our Free Offer Series. Sending three over the course of two to three months can help you create top-of-mind awareness and show potential sellers that you are the agent to ask when they
have questions. Here’s the order we recommend: 1. Send the Market Analysis postcard. The big question for lots of folks in a changing economy is, “How much is my home worth?” Between news headlines and short sale horror stories spanning the internet, people are curious and – whether they are about to sell or not – they want to know where they stack up in terms of property value. 2. Send the Home Equity postcard. This gives folks a second opportunity to learn how much they can count on when it comes to the value of their home and where they stand in terms of equity versus potential sales price. Being able to help consumers really have the big picture covered makes you a valuable resource in your community. 3. Send the Real Estate Consultation postcard. This is a great opportunity to follow up on your campaign and
provide a full-blown consultation so people can determine whether selling is right for them. Studies show it takes at least three contacts for people to perk up and recognize a marketing campaign. So stay with it, and follow up! This is just one series that works for this purpose. Our all-new content cards are powerful article-based tools that answer many of the questions in buyers’ and sellers’ minds today. And our Neighborhood Specialist/Free Offer Series not only allows you to offer a fair trade item, but also gives folks the hyper-local stats that they’re looking for. You don’t have to stop at these; we’ve got an entire spectrum of free reports, handy tools and additional fair trade offers available on our Resources page at www.prospectsplus. com. And if you want to try this campaign on for size, be sure to visit our Specials page for the latest in budget-saving promo codes! Still need help sorting it out? Call us at 866.405.3638. Our team is ready to help!
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BUILD LISTINGS TO BUILD YOUR BUSINESS
LISTING INVENTORY IS THE NAME OF THE GAME INSIGHTS & STRATEGIES FROM DARRYL DAVIS
Since the dawn of real estate, we’ve been hearing, “Listings are the name of the game” or “List to last.” While those sayings are as true today as ever, we caught up with our old friend and real estate coach Darryl Davis to learn why “just listings” aren’t enough to propel your way to the top and stay there anymore. Today’s agents need to focus on building listing inventory if they want to stay in the game and compete at the highest levels. Here’s an excerpt from our interview: Q: Darryl, you’re teaching your students and coaching members that they need to step up their game in terms of building (and keeping) listing inventory. Can you share more about that with our readers? A: Sure! First, I like to share why it’s important to build and maintain listing inventory. I’m a big analogy guy, so I sometimes ask agents to think about friends, family or neighbors and what they make. A lot of times you don’t know exactly how much others make, but you have an idea, and sometimes you think, “I know I make more than that, but they have more than I do or don’t seem to struggle as much as I do.” Two words explain that: cash flow. See, those other folks are usually salaried with consistent income, so they can budget and plan their lives around that. We don’t
have that. Most agents run their business in surge-and-drought mode. But it doesn’t have to be that way. If I asked every agent reading this if a consistent $5,000 (or whatever your number is) every month would make your life less stressful, the answer would be 100% yes. Q: That helps put it in perspective, doesn’t it? So there’s the why. Can you tell them how building inventory solves their surgeand-drought problem? A: I like to tell agents to focus on inventory rather than listings like this: Imagine you’re selling shoes instead of houses. If you want to sell shoes for a living, you’ve got two choices: either get a store, some racks and some shoes, and promote your store OR find a buyer who wants to buy shoes, put the person in your car and drive around to every shoe store in town until he/she finds the perfect ones. Get the picture? Here’s the thing: Every time you put a buyer in your car to show a listing that’s not yours, you’re basically taking that buyer to another agent’s “shoe store.” You’re essentially becoming an “employee” of sorts for that other agent. Bottom line? No inventory = no business. Q: Great analogy. Can you expand on it?
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BY JULIE ESCOBAR
A: Think of it like this: You’ve got six listings or, for this purpose, we’ll go back to shoes. You’ve got six pairs of shoes, and you put four under contract this month. That’s terrific, but look at your inventory. You went from six to two. When you close on them, you’ll have a surge of cash but, if you don’t replenish your inventory, then you’ll head into a drought. To create continuous cash flow, you have to at least maintain your inventory. Let’s say you’re brand-new, and you want to build inventory by one per month. You start out with one listing. Month two you get another. Month three you get another, but you close on one. So that means month three, you have to get TWO to make up for the one under contract. If the average commission is $5,000 per listing sold, and you start with zero and focus on building your inventory by one per month, you should be able to earn $100,000 within 12 months. Q: It helps to put it in dollars and cents. It’s more than just the money, though – it’s about managing time as well, right? A: Exactly. When you think like a businessperson instead of like a salesperson, you can balance your time. For example, I’ve got a student who earns a quarter million per year and takes two full months off every year to spend with
MMM | TIPS & TRICKS family! Now if he owned a shoe store instead of a real estate business, would he close down those two months? Of course not. He’d hire a manager to handle things. In real estate, if you don’t have a “store,” or inventory, that can sell while you’re away, you can’t take time off. No inventory = no income, no time off. Lots of inventory = consistent income, ability to take time off. Q: Love that… Darryl, you’ve always been amazing at teaching agents how to succeed by marketing to FSBOs and expireds, but recently you’ve been sharing why it’s important to stay top of mind with a book of business and geo farm as well. Can you tell me more about that? A: Because the worst of the housing market crash is mostly behind us, we’re going to see more and more people come into the market in the next few years. Because of that, it’s important for agents to have a consistent marketing campaign. People need to know your name, your face and what you do for a living. I still say working with FSBOs and expireds is a great way to generate listings fast – simply because they’ve already identified themselves as the hand-raisers. I have a student who makes a six-figure income. He lives in South Carolina, but his business is on Long Island. He goes to Long Island once a month to take listings
and meet clients. He can do that because of a mailing campaign that he sends out consistently to his sphere and farm promoting himself, his business and his listings – all while living in another state! THAT’S the power of staying positioned consistently. Q: Wow! That’s incredible. One of the things our readers tell us is tough for them is following up. They’re either afraid of it (picking up the phone) or don’t make it a priority. Can you share some secrets to success in that area? A: Focus on the activity rather than the results. Why do people fail? Because they don’t see immediate results. So they do what? They QUIT. When you focus on the activity rather than the results, it helps you get past the fear. When making calls, I tell my students that their goal should NOT be to get the appointment; it should be about building relationships. Why? Because it takes the pressure off. Focusing on getting an appointment is a win/lose scenario. If you don’t get it, your reaction is, “I lost. I’m bad.” When you focus on building relationships, every call is a win. One of the things I like best about consistently sending out mailings is that it helps agents “warm” those calls – which
makes follow-up easier, because you have something right off the bat to talk about. Q: I love the title of your new book, How to Design a Life Worth Smiling About. Can you tell us about it? A: Absolutely. It’s got a lot of fun content, and people seem to love it. I ask agents all the time, “When a homeowner lists their house with you, what do you think they want as an end result?” I get a variety of answers, of course. “To sell the home.” No. “To get the most money.” No. Tune in, and take it a step further. They’re not selling a house – they’re selling their home. When you can tune into that and realize that every client you help is heading into a new chapter in their lives – and you’re part of that – don’t minimize the impact. Great agents change people’s lives for the better. When you get that, you’re no longer selling. Q: Darryl, any last words of wisdom? A: The money we make is actually the thermometer as to how many lives we’ve helped. Focus on the lives you can help, and the money will come. To learn more about staying in consistent touch with your sphere and farm (as Darryl teaches), visit www.prospectsplus. com, or call our support team at 866.405.3638 today.
About Darryl Davis Darryl became a real estate agent at the age of 19 and quickly climbed the ladder to become a top producer. He became a licensed broker and manager of a new office that became the #1 listing and selling branch within its first six months of operation. He’s been named one of the highest-rated speakers at the National Association of REALTORS® convention for the past several years and is the ONLY real estate speaker who is a best-selling author with McGraw-Hill Publishing for his book How to Become a Power Agent in Real Estate. He is the founder of The POWER Program®, a yearlong real estate coaching program that has proven results of agents doubling their income over their previous year. He’s also the creator of the nationally acclaimed three-day program S.U.R.E. Results, where agents generate an average of $33,504.82 over their previous year. And as creator of the nationally recognized term “Next Level®,” Darryl strives to bring his students and attendees to their “Next Level®” of success by training them on how to have more fun and less stress in their business and personal lives. To learn more about Darryl and his training tools and services, visit www.DarrylSpeaks.com, or contact him at 1-800-395-3905. MASTER MARKETING MAGAZINE - PROSPECTSPLUS.COM | 21
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BE SMART ABOUT WHERE YOU MARKET
THE IMPORTANCE OF KNOWING BEFORE YOU GO BY BRIAN FOX
We live in a world where we know where we’re going before we even get there – and life is easier and better because of it. The best restaurants, stores and shops can be located online, reviewed on sites such as Yelp, viewed on a map and, if we want, we can even see the front of the location using street view before we arrive. In other words, there are very few mysteries as far as direction in today’s world... we can very easily know before we go and, for the most part, it’s how we roll. Yet for some odd reason, this knowbefore-you-go mentality isn’t used in real estate as often as it should be. Most agents seem to market to geographic areas or to family and friends... as in the people closest to where they live or work. It’s random, it’s best known as the “shotgun approach” to marketing, and it’s like heading to a new spot in your city without reviews, maps or direction. It’s how it was done in the '80s… but why so today?
Turnover rates and other “reasons to sell” such as divorce, mortgage default or empty nester status are all available... and easily accessible. So why in 2016 should we market from Front Street to Market Street, between Main Street and South Street, when we could be marketing to owners who have reasons to sell their property? To illustrate this point, let’s take a quick look at the wonderful city of McKinney, TX. It happens to be the city that CNN Money named First Place for “Best Places to Live in the U.S.” in 2014. The U.S. Census Bureau also named it the fastestgrowing city from 2000 to 2003 and again in 2006. The Realtors® in McKinney obviously have a lot of selling points for their fine city, and the sellers in McKinney should
Real estate coaches throughout the United States seem to be on board with the knowbefore-you-go mentality. Seems every coach I have ever read or heard is focused on finding areas that are selling (areas of 7% turnover or higher per year) and then coaching their students to market to those areas for better results.
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be in a good position to profit from these accolades if they choose to sell. But let’s use data to take a closer look at the city: There are 15,187 rooftops in McKinney, most of which are singlefamily residences. For most agents, it’s not possible to market to all 15,187 of those residences. There are just too many rooftops in McKinney, not enough funds in the marketing budget and not enough time to market to each of those residences once a month. So rather than marketing to all residences, or just to the residences nearest you, can we find the needles in the McKinney haystack? In other words, can we find the folks who have a higher probability of selling their homes in McKinney this year or next? The answer is yes. Homes in McKinney traditionally sell at
"Great company! ProspectsPLUS! is the only company I use for my marketing flyers and mailers! They are prompt, professional, and the products look great!” –Ryan Nicely
MMM| TIPS | TIPS & MMM & TRICKS a rate of about 3.3% per year. In the past couple of years, homes have been selling at better than 10% per year with the added popularity. But newly sold homes rarely go back on the market and sell in the upcoming few years.
SEE MORE LIFE EVENT POSTCARDS - PAGES 56-57
So how do we find the most probable sellers in McKinney for 2016 & 2017? The same way you use your phone to find the best lunch spot in McKinney: You leverage information to know before you go. All Agents can think back to listings they have taken and sold in the past and why they were able to acquire them… Some homeowners filed for divorce and then listed and sold their home to make an equitable split. A mortgage default occurred, and you got the listing. An owner passed away, and you got the listing. Preceding most sales is a “life event” of some sort – even if it’s simply the increasing age of the homeowner. Most life events are available to the general public. Divorce, eviction, probate, bankruptcy and mortgage or tax default filings are all made public by the courts. When matched to owned property, it creates a database of homeowners who are much more likely to sell in the coming years than their neighbors. When homeowners decide to go FSBO or have an estate sale to sell personal belongings prior to a move, they post the information online to drive traffic. Again, knowing these addresses provides a timing advantage to the agents who find and market to them. Let’s get back to McKinney. We’ve already discussed that there are 15,187 rooftops in the McKinney haystack. A closer look at available information on “life events” in McKinney reveals the following: 87 homeowners filed for divorce in the past 12 months but have not yet sold their homes. These folks may be going from two incomes to one and may need to sell. They may have more equity in their property than money in the bank. Either of these reasons could lead to the equity being liquidated by property sale in order to facilitate a fair split between the owners. Statistically, 22.1% of couples who file for divorce sell their homes in the first 12 months after filing. A good agent is an important piece of that puzzle.
Also in McKinney, there are 32 homes with mortgage default filings in the past six months. Better than 50% of those will result in property sale within 12 months. Eight homeowners have filed bankruptcy in the past six months. Fourteen homes are trying to go “For Sale by Owner” but have not yet sold. Seven homes are in probate. There are 1,498 homes with approved “Senior (Property) Tax Exemptions;” of those, 570 have four bedrooms or more (large homes). These are your classic “empty nesters,” and they sell property for many reasons: The home may be too big for them now, the stairs are no longer a good idea, they may soon need an elderly care facility, or their passing may facilitate the home sale. In each of these situations, it is statistically proven that when these types of events occur, the properties associated with them sell more frequently. There is no way to know that these events are occurring by looking at the street address or by staring at the outside of the home. Life event data has to be matched to owned property and, when that match occurs, the results are eye opening. ReboGateway, a product by Benutech, Inc., identifies and matches these types of life events (and more) to owned property. It allows agents to quickly identify probable sellers by life events so that they
can be smarter about whom they market to and when. In case you’re wondering, in a state known for its barbecue, the best in McKinney, TX, is Hutchin’s BBQ and Grill. It’s ranked the second-best restaurant in the city, and 356 reviews say it’s a “must go” as the “Best BBQ in North Texas.” So the next time you’re in McKinney, TX, or in your own hometown, don’t stop at just any lunch spot. Use select data to know before you go. Similarly, the next time you choose to make yourself known to homeowners with your focus on acquiring new listings, find the addresses that are more likely to sell, and market consistently to those addresses. The correct select data matched to a consistent marketing plan is how it should be done today and, in doing so, once again, life is easier and better because of it. Brian Fox is the Vice President of Business Development at Benutech, Inc. To learn more about using life event trigger data from ReboGateway to market in your area, watch our webinar on demand at blog. prospectsplus.com/rebogateway/ or visit www.rebogateway.com.
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BUILD A BUSINESS THAT YOU CAN SELL!
TREATING YOUR BUSINESS LIKE A BUSINESS TIPS AND SCRIPTS FROM JUDY LADEUR
I recently caught up with my friend and dynamo speaker Judy LaDeur to find out what’s making her new talk, How to Successfully Sell or Acquire a Thriving Real Estate Business, get so much attention worldwide. I came away with some very valuable tips and scripts for competing in any market and creating a salable book of business. Q: Judy, we’ve both seen way too many agents leave this business after years and years of hard work with not much to show for it. The bottom-line reason? They spent too much time chasing new business and not enough time building their base. What are your thoughts? A: You’re right, Julie. One of the first things I tell agents wondering if they can sell their business is this: “If your business is not currently set up in a contact database-management program, then the answer is probably no.” To leverage your business and take advantage of this particular program (and have the ability to sell your business at some point in the future) – that’s the first thing you must do. The program you select should give you the ability to set up several categories and place your clients into more than one of them. The more
categories you have, the more valuable your business is. The more people you know and add to your base, the more valuable your business is when you decide to retire, relocate or leave the business for any reason. With regard to your database while you’re still selling real estate, the more names you have, the more successful you should be if you work the system properly. This is a relationship business; your job is to build and maintain relationships on a daily basis. Your best source of business in any market is the people you know. A recent survey showed that 87% of people definitely would use their agent again but didn’t because they can’t remember who they are or how to find them! Now
NEW CUSTOMER APPRECIATION CARDS ARE AN AGENT FAVORITE! SEE MORE EXAMPLES ON PAGE 59
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BY JULIE ESCOBAR
ask yourself: Is that you? Q: Great advice, Judy. And now’s the perfect time to get all of that data into a database. I know you always tell your coaching clients to delegate what they can, and inputting data would be a perfect job for a college kid looking for part-time work. How often do you recommend agents stay in touch with their sphere and farm? A: I’m still a firm believer in direct mail and layering your marketing (postcards, newsletters, email, handwritten notes). I tell agents to stay in touch 12 times per year with something in writing – something tangible in their hands each month. I also strongly suggest actively engaging folks on social media and making personal contact every few months for a winning
MMM | TIPS & TRICKS formula! Twelve times per year, send: • Newsletters that tell of your success and results, with homeowner tips • Social media postings (and ways for them to find you on social media) • Just Listed/Just Sold postcards to your entire database • Information on the real estate market in general (Neighborhood Update postcards are great for this) See your past clients and sphere of influence at least twice a year: • Stop by and visit when you’re in the area • Host client parties • Schedule lunch with clients who are great for referrals, and encourage them to invite a friend Send personal notes four times per year: • An update on home values • A thank you note for a referral • A thank you note for listing or buying their home with you • A note to say hi and see if they know anyone who could use your services Talk to your clients at least three times per year. Here’s a sample script to use when staying in touch with your clients: Hi… this is (name) with (company). I hope you and your family are well. Do you have a minute to talk? Many people are curious about today’s real estate market. I was wondering if I could help you with any real estate questions today.
Are you curious about the value of your home or what’s going on in your neighborhood as far as market times, prices, etc.? Are you looking to sell your home this year? As you know, I want to be your resource for everything real estate related. Please call me if you ever have any questions. It was great catching up with you. I appreciate you taking the time to talk. Please feel free to call or text me with your real estate needs at any time. I’m here for you! Q: Great stuff, Judy. We appreciate it! What else should agents know to solidify their success in this competitive market? A: I would tell them to remember the 10% rule: 10% of the people in your base of business will give you business or refer business to you every year if you ask for it. So for a base of 500 people, that would be 50 sales/referrals each year. Treat your past clients and centers of influence with respect, because they’re an asset that will allow your business to grow and, more important, will increase the value of your business when it’s time to sell it! Thank you so much, Judy! We’re definitely on the same page! We always share the 3-7-27 Rule of Prospecting with agents: It takes three contacts for folks to remember your name, seven to put your name with your business and 27 to brand yourself in their minds. Most agents stop making contact after two “touches” – yet most transactions happen after five!
About Judy LaDeur Judy is one of the top recruiting experts and coaches in the world. In addition to being a keynote speaker at many state and national conferences, Judy has often appeared on TV, radio and in various publications as an expert in recruiting real estate agents. Judy was named one of the Top 25 Most Influential Women in Real Estate. Her recruiting courses are designed to develop skills and confidence. As a consultant and trainer to the real estate industry, Judy has helped many companies dramatically increase their market position in just one year. Judy conducts her workshops with proven systems, techniques and “how to” information that makes a difference. Want to learn more? Visit her site today at www.judyladeur.com. Or become a member of her Profitable Sales Agent platform that delivers powerful, timely ways to stay positioned with your sphere of influence every week and take advantage of monthly coaching and webinar training! Visit www.theprofitablesalesagent.com today.
There’s no time like the present to work on your business, not just in it!
“As a new REALTOR® on a very limited budget, I very much appreciate the complimentary tools & resources that are available to help me grow my business. ProspectsPLUS.com made available to anyone a 2016 MASTER MARKETING SCHEDULE that helps me stay in front of my sphere of influence with scheduling a timely and seasonal message to them. Thank you ProspectsPLUS!” – Lorna Henry
“I found the website from the REALTOR® magazine and went online and ordered two postcards for two different areas in my town. Easy to use, they were mailed within days and I received a call from each area within a week and will be listing two homes shortly. Great experience and I will use them again.” – Bob Surma
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MAKE PRICING PROBLEMS A THING OF THE PAST
OVERCOMING OBJECTIONS LIKE A PRO BY JULIE ESCOBAR
People are funny, right? Always up for a tangle when it comes to pricing their home for market. We’ve had a lot of agents calling recently who are dealing with unrealistic sellers who are seeing homes sell quickly in their areas – sometimes even with bidding wars – and know that inventory is low. What they don’t often REALIZE is that those homes are almost always priced right. We’d like to share three powerful price objection-handlers to help when you’re sitting at the listing table with tough sellers. Question #1: Are you helping the competition? The truth is, overpricing your home in today’s market can actually help sell other listings. Put yourself in the shoes of the buyer: They have an agent, and they’re looking at listings priced at market value, show well and have motivated sellers. If they look at your home and a comparable home and all things are relatively equal (both are four bedrooms, three baths, 2,600 sq. ft.) and both show well, but yours is $50,000+ above market value, which home is going to look more attractive when it comes to a bottom-line decision for their family? In fact, if your home is overpriced, you’ve just made the lesser-priced home look perfect by comparison. The buyer can feel good about their decision to get the same size home for less!
You also can pull comparables from MLS to show real-world applications of this. Another point to make here with sellers is the absolute fact that most people start their search for homes online, and we’re a web-savvy nation of consumers. That means that if they overprice their home today and it goes online via MLS and your multiple web listing portals, their home won’t even have the benefit of showing up when consumers are searching by price in your market area. They’ve just priced themselves right out of the internet search – eliminating 85+% of consumers who start their search there. Definitely food for thought! Question #2: Have you heard of the Merchandising Review? There are three different, and very important, ways to use this tool: 1. When you’re actually on a listing presentation. As you go through your presentation, your sellers will likely object to issues involving the listing (price, terms, showing availability, lockbox installation, etc.). Rather than attempting to overcome these issues during the presentation, we suggest that you simply go along agreeably and deal with these issues after you have obtained their signature on the listing agreement.
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Once you have obtained their signature, you will want to close your listing presentation appointment by going over the Merchandising Review with them to make certain “everything is in order.” Here’s the dialogue we suggest: Thank you for listing your home with me; I promise to do everything in my power to get it sold. Before I leave, I’d like to take just a few minutes to go over my Merchandising Review form with you. I use it the same way pilots use a pre-flight checklist. This is a list of 18 different seller-controlled merchandising factors that actually cause a property to sell – quickly and for the best price. What I need to do is make sure that we have at least eight of these 18 items checked off. Let’s see how we’re doing so far... Then walk them through each item, and negotiate as needed. 2. To clean up problems with the listings you already have that aren’t selling. Go through your existing inventory, and red-flag listings that aren’t selling. Walk through the particulars of why those listings aren’t selling by using the Merchandising Review. Once you discover the specific reasons you think each listing isn’t selling, contact the sellers by phone to set an
MMM | TIPS & TRICKS appointment to go over the form with them in person. Here’s the dialogue we suggest for the phone call: We’ve had your property on the market for ___ days now, and we’re not getting the results that either of us had hoped for. I have a tool called the Merchandising Review that I’d like to go over with you in person. It lists every merchandising factor that determines whether a property will sell, how long it will take to sell and for how much. I think if we sit down together, we’ll be able to get on a more productive track. Would tomorrow at 6:15 be good, or would Thursday around 8:30 be better for you? During the face-to-face meeting, walk through each item, and negotiate the issues that are hanging up the sale. 3. To get your foot in the door with expireds! As soon as a property comes up on the MLS expired list, you should contact the owner by telephone and use the Merchandising Review as a reason for them to set an appointment with you. Here’s the dialogue we suggest for the phone call: Hello, ____________, my name is ___________, and I’m with ______________________. I’m calling to see whether you still want to sell your home. OK, well I know you must be disappointed that your home didn’t sell the first time, and I think I have something that will ensure the situation doesn’t happen again. It’s called a Merchandising Review... have you heard of it before? It’s a special tool I use to do a comprehensive analysis of why your home didn’t sell and determine what needs to be done differently to guarantee that it will sell if you decide to put it back on the market. I’d like to set a time when we can sit down and go over the Merchandising Review. It takes about 20 to 25 minutes, and there’s absolutely no cost. Would Wednesday at 6:15 be good, or is Thursday around 8:30 better for you? During the face-to-face meeting, walk through each item and negotiate the issues that were keeping the property
from selling. Correct these issues and then show them your marketing plan. Question #3: I respect what you’re saying, but are you SURE you want to sell it yourself? Sellers often think, “How hard can it be?” Especially when they want to tack your commission on top of what you’ve already determined to be fair market value so they can get every possible penny from their investment. When you say no to the higher price point, you’ll often get hit with the “I can just sell it myself and not have to pay anyone” response. Here’s a dialogue to try: I can appreciate your thought. Many homeowners weigh that option when they decide to sell their homes. I know what’s most important to you is getting the highest amount possible for your home. What I can share with you is a study conducted by the National Association of REALTORS® every year called the Annual Profile of Home Buyers and Sellers. It shows that in the past year, the average FSBO home sold for $210,000*, compared to $249,000 for agent-assisted home sales. So you can see that even with paying a commission, I can still get you a higher dollar amount for your home than you could selling it on your own. Would you like to know why? The biggest reason is the exposure I can create for your property as opposed to what you can do on your own. With an agent, the property is entered into the MLS, where it’s broadcast marketed not only to consumers via the paper, home guides and a wide range of internet sites, but also to the ___ agents in our area as well.
By creating greater exposure for your property, we create greater buyer competition, which leads to a higher selling price. That means, as a real estate professional with ___ years of experience and because I’m a third party, I’m better able to negotiate on your behalf, getting you the best deal for your home. You have to remember that a buyer working with a For Sale By Owner knows that you aren’t paying a commission and, more often than not, they’re well versed on the price of comparables in your market, so they’re already in “bargain-hunting” mode. When you take all of that into consideration, as well as how much of your own valuable time will be spent trying to do your regular job plus take on showing the property, negotiating, searching for necessary legal documentation and trying to qualify buyers, can you see how you could be saving more by using a licensed agent? The best thing you can do for yourself is practice, drill and rehearse your objectionhandling skills. Find a few agents who are game to do the same, and make it a monthly gig to keep everyone’s skills sharp! If you’d like to learn more about handling price objections and get a copy of the Merchandising Review, check out my 21 Ways to Price Your Listing Right in Any Market Despite the Seller’s Best Objections at www.prospectsplus.com/21Ways. If you’ve never received a copy of this valuable report – order it today! It’s overflowing with valuable statistical graphs and information that you can use when face to face with buyers and sellers. *Figures are from the 2014 survey; the numbers change every year, so adjust your dialogue accordingly.
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PUT YOURSELF IN THE DRIVER’S SEAT WITH DIRECT MAIL
USING DIRECT MAIL TO DRIVE REAL-WORLD RESULTS BY JULIE ESCOBAR
I know, I know – it’s all about email, right? Or social media. Or networking. Don’t get me wrong… all of those are terrific marketing components and must-have items in your toolkit. Let’s not discount, however, the power of direct mail! Did you know that, according to a national survey, direct mail postcards are read by more than 75% of recipients and are kept for weeks, as opposed to the life of an email message (which lasts a second, on average)? With that in mind, it just makes good sense to layer your marketing. But not just with any old direct mail. Think direct response. Done consistently. To a targeted audience. With trackable results. For top-of-mind branding. Oh yeah – now you get the picture. Strategy 1: Direct response. Does your postcard ask a question? Are you raising awareness? Are you giving them a reason to contact you? Are you just staying in touch, or do you need the recipient to take action? I love the pretty pictures, but I also love when a postcard speaks to the heart of what your audience is thinking and feeling, such as this one from our Short Sale Specialist Series: Feeling the weight of mortgage stress?
something a little more “colorful”). It’s a great way to match your message to your audience. Keep this in mind: According to the Direct Marketing Association, $571 billion in sales in the United States alone was driven by direct mail in recent years, and the trend continues. Even holiday postcards can raise awareness and include a message not only to have a great holiday, but also to call if they need you. And a Just Listed card is not just a Just Listed card. It’s an invitation to see a new listing, to get a list of other homes like it, to ask questions and to evaluate another potential seller’s ability to sell his or her home. Here are some additional figures to keep in mind:
Sent to the right audience – potential distressed homeowners – they’ll send up a resounding, “Heck yes!” (or maybe even 28 | MASTER MARKETING MAGAZINE - PROSPECTSPLUS.COM
• 79% of consumers who are going to act on direct mail will act immediately, compared with only 45% who say they deal with email right away. • Direct mail still reigns supreme, offering response rates of 1.1 to 1.4% vs. 0.03% for email, 0.04% for internet display ads and 0.22% for paid search. • Targeted direct mail boasts a 4.4% response rate, compared to email’s rate of 0.12%. Strategy 2: Consistency. Again and again and again. That’s how often you need to “show up” in their mailbox, on their radar and in the lives of your prospects and customer base. Our market is too competitive for one-shot wonders. And it’s too expensive to waste time, effort and
MMM| TIPS | TIPS & MMM & TRICKS dollars on a one-hit mailing. They don’t work. Never have, never will. People want to see that you’re not a oneshot wonder. If you give up easily on your marketing, what message does that send? Success comes to those who show up not once, but over and over again… with the right message, the right attitude and the right promise of service.
DRIVE LEADS AND ATTRACT MORE LISTINGS
Strategy 3: Take care of your list. Your mailing list is not just “a list.” It represents the lifeblood of your business. It hosts the people who – if cared for, catered to, stayed in touch with, impacted – will take care of you throughout your career. In fact, studies show that one in 12 will result in a transaction per year if you consistently stay in touch. That said, how many do you want on your list, and how committed are you to taking care of them like the VIPs they are? Find a system you’re comfortable with, and don’t stop with names, addresses and phone numbers. Fill in the gaps. Who is their spouse? What are their kids’ names? What do they like? When did they purchase/sell with you last? What referrals have they sent? What common interests do you have? It’s not easy at first – but once you’ve formed the habit of contacting your list at least three times a year (not all at once, of course!), you’ll master the art of adding details to your database. Don’t lose those lists you get when you purchase a Just Listed postcard, either! Every time you send a postcard with ProspectsPLUS! and choose a radial or neighborhood search, that list is yours to keep so that you can continue to build your book of business. Add them to your base, and start building relationships with them as well. For more ideas on who should be in your sphere of influence, download our free BusinessBASE and check out the 150 Questions to Help You Build Your Business Relationships. It’s a great “refresher” for remembering all of the people you should be building relationships with! So if you’re ready to take your production and referrals to the next level, add direct mail to your repertoire... and start reaching and converting those prospects into customers today!
FIVE WAYS TO USE CONTENT CARDS BY JULIE ESCOBAR
Agents love content cards for a fast and easy way to stay in touch with their sphere and farm – and position themselves as a resource in their markets. The best part is that they don’t have to come up with any content; we do all the work! Agents love them as a newsletter alternative and love that all they have to do is choose their mailing list, add whatever personal touches they’d like and place their order! Here are five ways you can use content cards to drive more leads, increase your credibility and present yourself as the go-to agent in your community: 1. Send one per month to your sphere or farm (or both) to easily stay in touch and brand yourself as an information specialist. 2. Have several of your favorites printed and shipped to you to use as leave-behinds in local businesses, as open house collateral or as fair trade offers when prospecting. 3. Purchase as a PDF, and use as a downloadable item of value on your website. This allows you to build your email database. 4. Channel your inner Toastmaster, and create local content card-related workshops that you can present to area consumers. Print and ship the cards with the topics of your choice to hand out at your events. 5. Share on social media. Many agents are stumped when trying to figure out what to say on social media. These tools are perfect – with titles such as “Four Keys,” “Five Ways,” “Six Factors,” etc. – to share daily during the work week. Invite followers to email you for the whole list (and you can send them the PDF you’ve downloaded!). See our large selection of content cards at www.prospectsplus.com; choose your favorites, and start driving credibility and new customers! As always, if you need help, contact us at 866.405.3638 – that’s what we’re here for!
"ProspectsPLUS! is definitely A+++ with me. The staff is so willing to help, and the variety of marketing materials... even a Marketing Schedule can only help but boost your business. I’ve been sharing my experience with so many other people, and they are looking into it. Go ahead... get your toes wet and partner with ProspectsPLUS!, and watch your pipeline grow." – Mary Ann Varner MASTER MARKETING MAGAZINE - PROSPECTSPLUS.COM | 29
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GET SERIOUS ABOUT BEING “THE GUY”
I’VE GOT A GUY... BY ROSSI
Who doesn’t love parties? Work parties, neighborhood parties, holiday parties, celebration parties, family parties – all full of varied and open conversation. But conversations that begin with “I’ve got a guy” capture the attention of the room. What kind of guy? It doesn’t matter – yard guy, plumbing guy, jewelry guy, mortgage guy, investment guy and, don’t forget, fitness guy, carpet guy, babysitting guy... It’s “in” to know the best, quickest, cheapest, smartest and most dependable GUY! Why is knowing “a guy” so important? I believe it’s because we’ve become numb to that made-up information extoling the virtues of a product, person or service that we’re bombarded with 24/7! We mute, delete and otherwise become unconscious to them. But a personal referral… now that’s something we trust. At a recent neighborhood cocktail party, the conversation turned to, “We’re thinking of remodeling our kitchen…” when a voice sang out, “I’ve got a guy.” Heads turned and silence fell. The neighbor continued, “We were impressed with the quality of her work and the speed of completion. Plus, her crew cleaned up every night before they left.” Her name and number were quickly absorbed by numerous smartphones. That proves it: We have a guy, want a guy or perhaps want to “be the guy.” Doctors,
dentists, lawyers, bankers, caterers – there are many who want to be your guy. So why shouldn’t you be their guy?
In addition to being their “real estate guy,” Rob is the “pie guy,” delivering hundreds of fresh, hot pies to his sphere every year.
For years, I’ve been sharing the importance of creating a compelling consumer experience, then following up and staying in touch with anyone and everyone who knows or transacts business with you.
Now I’m not telling you to become the pie guy but, with the prevalence of mass social media marketing, the increase in competition and the flood of individuals with signs and sandwich boards saying, “Pick Me, Choose Me, I’ve Got a Guy,” it’s easy to get lost. If you’re not present in the lives and minds of your past clients and customers, their memory of you fades. They mention at a party that they’re contemplating selling their home, and POW… someone says, “I’ve got a guy!”
I learned this from my broker when I began in real estate. “You want to provide memorable attention and service to all who do business with you,” Doyle Pargin told me. “First, because it’s your job; second, because you’ll want their real estate business for life; and third, because you want them to refer you to all of their friends, family and work associates.” By doing what he said, I could easily demonstrate that 60% of my business came from my sphere of influence. Today, that percentage is closer to 90%. It’s the same with my clients. Rob McCain of Coldwell Banker Real Estate Professionals in Iowa City, IA, said, “Rossi, you’re the one who taught me to fish where the fish are. I no longer blindly look for new business; I simply take care of and pay attention to what I have.”
So keep close with your sphere, and become “their guy!” Stay tuned for more results or, to be on the list of first to know, email me at Rossi@ RossiSpeaks.com with the subject line: “I Wanna Be The Guy.”
“There are many who want to be your guy. So why shouldn’t you be their guy?” – Rossi MASTER MARKETING MAGAZINE - PROSPECTSPLUS.COM | 31
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CREATE AN ONLINE PRESENCE THAT WORKS
SEO INSIGHTS FROM OUR IN-HOUSE EXPERT IN STEP WITH STEVE PULCINELLA
While we are all about direct mail solutions and helping agents get the most from their marketing by offering a huge selection of materials, we know that a lot of readers have questions about what else they can do to set themselves apart. To take a look inside the often-mysterious world of search engine optimization (SEO) and online advertising, we connected with our own in-house expert, who deftly helps us reach out to agents all over North America every day. Meet Steve Pulcinella, or “Boy Genius,” as he’s fondly referred to in the office. Here’s what he says you need to know about being competitive: Q: Steve, can you tell our readers a little about your background? A: I graduated from the University of South Florida with a degree in marketing. After feeling accomplished for about a week, I realized it was time to find a job. I stumbled upon a digital marketing firm in Sarasota and fell in love. There, I was able to develop a strong foundation for how web traffic is generated and discover how to create visibility for advertisers. After spending some time helping businesses optimize their websites and develop marketing channels, I took a year off to travel and learn. I dove head first into the
BY JULIE ESCOBAR
digital world, taught myself Photoshop, SEO, analytics and web development. This allowed me to quickly launch sites, gain visibility, optimize and create ad campaigns on the fly. Since then, I’ve started several businesses and continue to do digital consulting for companies worldwide. Q: AdWords and SEO are a mystery to most agents. Can you give a few of your top tips for success for agents who are looking to expand their reach online? A: Being Google-certified, I’ve studied both their algorithm and best practices for paid search in depth. In the early days, the only support available was through the documentation online, but now anyone can get phone support when setting up a new AdWords account. I’m getting a bit ahead of myself, so let me start with SEO (unfortunately, there is no phone support for search engine optimization). The good news is, there are plenty of sources online that lay out some of the
best practices that can easily be followed if you have a good web developer or manage your own website. Developing the foundation is extremely important and, if you don’t have a website yet, you want to make sure that SEO is implemented during the build. This includes a well-structured title and description for each of the pages within your site and submission to all of the major search engines. I also recommend adding a blog page (if you don’t already have one) and writing unique, informative articles that are 500+ words and include statistics as well as cited sources. Add new articles weekly, if not daily. You also should focus on building links back to your webpage on all major social media sites and business listing directories. If you can get other real estate sites to write about you with a link back to your site, that will help too. As for advertising through paid search on Google and Bing, you want to make
“What an excellent idea backed by fantastic support. Reasonable, professional and they get results. I turned one listing into two in just one week! I will do this for all of my listings going forward. Just another way to set yourself apart from the crowd in your listing appointments. Thank you!” – Donna Perri
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“If you’re driving people to your site from a postcard, create a unique URL that allows you to see exactly how many visitors you received from your mailing. You also may want to make a special offer specific to that mailing piece; that way, when you get inquiries on that offer, you know where they came from.” – Steve Pulcinella Director, Digital Marketing ProspectsPLUS! sure that your webpage is both mobile optimized and has a clear call to action that gets prospects to call or fill out a form on your page. You also want to make sure you’re able to track goals, so you can see exactly how much it will cost you per lead. Once all of this is in place, you typically can find a new user coupon for both Google and Bing to get started. Reach out to Google’s support team, and explain your marketing goals, target audience and budget. They will walk you through setting up your campaign step by step. From there, they can help you export that campaign to Bing and provide an additional 30 days of support. Ask as many questions as possible, and read up on the additional documentation they provide. The other option is to hire an agency, but it can be quite pricey. If you do decide to go that route, I recommend a Google-Certified Agency.
Q: Like anything else, I’m sure there are some pretty common pitfalls to avoid. Can you share the top two? A: The first is, don’t spend money driving people to your website unless you have full tracking, the site is mobile optimized, and you are happy with how it looks.
that way, when you get inquiries on that offer, you know where they came from. If your analytics are really dialed in, you’ll be able to understand your ROI as well as cost per lead from every mailing. This allows you to tweak your message and targeting to get the most bang for your buck. If you’re already working with AdWords, I highly recommend adding a re-targeting pixel to your site, building a custom audience and creating some banners to display to people who visited your site but didn’t convert to a lead. Q: Do you have any resource sites that would be a good place for agents to learn more about how to effectively market themselves online? A: You can’t go wrong with Google: • How to structure your site with an index on google: https://support.google. com/webmasters
Second, I don’t recommend trying to build your site using a free website builder or do-it-yourself application. It’s not easy to create a beautiful site that functions exactly how you want it to.
• How to get started with AdWords: https://support.google.com/adwords • Tracking visitors and leads: https:// support.google.com/analytics
Q: A lot of customers use our postcard marketing to drive offline traffic online. Can you share any tips for that?
Thanks so much, Steve! I know our readers will appreciate your insights!
A: Track everything! If you’re driving people to your site from a postcard, create a unique URL that allows you to see exactly how many visitors you received from your mailing. You also may want to make a special offer specific to that mailing piece;
If you’d like to learn more about driving offline traffic to your online presence, our direct-response postcards are the perfect way to do that. Learn more at blog. prospectsplus.com, or call our team at 866.405.3638.
“I have been super impressed with my experiences with ProspectsPLUS! I have sent out three different postcards so far, and have gotten great results! Each time, I have submitted my order online, and each time, a representative has contacted me right away to go over my order and has even made suggestions on how to reformat photos on my postcards… fantastic customer service! I look forward to continuing to use ProspectsPLUS! for all of my direct mail marketing!” – Jennifer Ingiald
“I have used ProspectsPLUS. com numerous times to announce new listings. I have just started reading the Master Marketing Magazine. I love it! Not only is the information relevant, but there is a clear explanation of each of the avenues I can use to promote listings and my business plus some very helpful ideas to open revenue streams. Thank you for an excellent publication!”
– Linda Alexandroff
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SHOW YOUR CUSTOMERS THAT YOU APPRECIATE THEM
POWERFUL WORDS TO GET MORE REFERRALS BY JULIE ESCOBAR
People say a little appreciation goes a long way… and they’re right. We know from research where business really comes from, and it’s not where most people think. Statistics show that 66% of all business generated by 95% of successful professionals comes from only four sources: • Family • Friends • Close acquaintances • Referrals generated by the first three groups Statistics also show that when you stay in consistent touch, stay top of mind, deliver excellent service and show your appreciation, you can expect either a referral or a transaction from one in every 12 people in your sphere. So the question to ask is: How am I staying in touch with the people in my sphere in ways that deliver top-of-mind service and appreciation? If you don’t have a positive, definitive answer to that question, you’re leaving a lot of business on the table. A long time ago, I learned from Floyd Wickman that “people don’t care what you know until they know that you care.” A powerful way to show that you care starts with two little words: thank you. Here are four easy strategies to help you do that each month:
1. Pull a list of every customer in your database who has an anniversary of either the sale or purchase of a home, and send them a Customer Appreciation postcard. 2. Choose 25 to 50 people from your sphere database each month, and send them either a Thank You or a Thinking of You postcard from the Customer Appreciation Series, with a personalized message on the back. 3. Send a sphere-friendly postcard to the rest of your database to keep your name top of mind each month. Top customer picks are the Listing Inven-
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tory Series, Content Cards, Holiday Cards and Recipe Cards. 4. Pull an idea (or a few) from the fun connection suggestions on our Master Marketing Schedule each month. Like National Chocolate Day in July, where we suggest you grab 10 little sampler boxes of chocolate, and deliver them to your top 10 clients with a note thanking them for being such a treat! Or Aviation Day in August, where we suggest you order cardboard or paper airplanes from www. orientaltrading.com, and pass them out to your farm area with a note at-
MMM | TIPS & TRICKS tached that reads, “Buying and selling real estate today takes an experienced pilot. I can help ensure you have a terrific landing!” The schedule is filled with fun ideas like these to help you stand out from your competition. Rising to the top of your game in your market means doing things differently than your competition. Where others show up once or twice – show up every month. Where others wait for the phone to ring – pick up the phone or see everyone in your sphere at least twice a year. Break the list into manageable numbers, and call just to say hi, see if they have any questions, let them know you appreciate them and that you’re there when they need you. Where others sit on the sidelines, get in the mix every day. Be out and about in your community. Talk to your customers. Walk your farm areas. (The
goal is to get the folks in your farm so connected with you that they become part of your sphere!)
never go out of style and garners goodwill again and again. In a business built on relationships, goodwill goes a very long way.
And last, never forget to say thank you – in big ways and small – to your customers, clients, colleagues, brokers, assistants, friends and family. It’s a gesture that will
To learn more about appreciating your customers as a way to build relationships and referrals, visit www.prospectsplus.com, or call our support team at 866.405.3638.
“Found the Master Marketing Magazine in my office. I intended on browsing through it, but the products really caught my eye. Quality and pricing are two things that rarely go together; however, they can be found here! I ordered door hangers for a listing I have in my territory. I uploaded the photos, including my company logo and professional head shot and house pics. It was easy to navigate through the system and produce a quality piece. Final draft after about 20 minutes, press order and go!” – Gregory Verity “As a Realtor®, I get tons of marketing promos. I have to admit, for a while, I never opened the ProspectsPLUS! emails and at one point, I might have even unsubscribed. That was, until I realized I needed some top-quality marketing at a reasonable price. ProspectPLUS! politely contacted me regarding a listing I had. Of course, it was EXACTLY what I needed, easy to prep and incredibly inexpensive. So I gave them a try, and it was a WOW! I mean lightning-fast service, super-easy templates to fill in with your information and absolutely stunning mailers that made me look like I’d spent a fortune and knew what I was doing. I am trying more and more of your products and am never disappointed. Even your customer service is fast and friendly when I can’t figure out what I am supposed to do. Thanks, ProspectsPLUS!, for making me look like a pro, even on a budget!” – Gabrielle Hanson “Thank you, ProspectsPLUS!, for another winning jumbo postcard mailing! I love the quality of your full-color postcards. Luxury homes deserve high-quality printed materials, and your products are the best! I never have to be concerned about the quality or on-time delivery. By the way, my call to action was “You’re Invited” to my Open House. The turnout was great! 72% of the prospects came from the mailing, 14% from the Open House signs and 14% from the local newspaper ad. Guess where my marketing dollars are going!” – Susan Derlein MASTER MARKETING MAGAZINE - PROSPECTSPLUS.COM | 35
MMM | TIPS & TRICKS
GET IN THE DOOR, AND CREATE CUSTOMERS FOR LIFE
THE POWER OF THE FIRST (AND 27TH) IMPRESSION BY JULIE ESCOBAR
We all know that you only get the chance to make a first impression once – right? So now is as good a time as any – or better even – to ask yourself, “What impression am I leaving with my customers or potential customers?” While I believe strongly in first impressions, I’m far more impressed with the second, third and 27th! As Dan Kennedy would say, “Everyone shows up once!” Business, referrals and loyalty are won by the professionals who are willing to show up time after time after time. How? That seems to be the big question. Times are tougher, no doubt, and everyone seems to want to hit the send button on their email rather than create, stamp and send direct mail. It’s easier, right? Well, yes and no. Faster? Again, yes and no. More effective? The subject of grand debates! Email vs. Direct Mail. While I’ll grant you that email marketing is cheaper – in fact, in many cases free – and a viable, necessary part of your overall marketing strategy, it should not be the only component.
choose a campaign and send something out every 21 to 30 days to your sphere of influence or geographic farm area and start to deploy the magic of the 3-7-27 Rule of Prospecting. The 3-7-27 Rule of Prospecting. 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. So email vs. direct mail? Truthfully, it’s not – or at least it shouldn’t be – an either/or proposition. Take your targeted message, stagger your direct mail with your email, and call or stop to see your prospects every three to six months, and you are well on your way to branding yourself as their real estate or mortgage professional. Use the Send-Call-See method described in our free downloadable BusinessBASE™
According to the Direct Marketing Association, direct mail still is the best method of driving web traffic and target-specific response rates. With short-run capabilities offered by ProspectsPLUS!, you can 36 | MASTER MARKETING MAGAZINE - PROSPECTSPLUS.COM
at www.prospectsplus.com. We all know it’s harder and much more expensive to attract new customers than it is to keep and nurture our current book of business. According to Gary Keller’s book Millionaire Real Estate Agent, you can expect to do business with one out of every 12 customers in your sphere of influence each year if you stay in touch with them consistently! So what are you waiting for? Start making a great impression today, then do it again next week, next month, all year! Your business – and your bottom line – will thank you for it. Want to learn more about how to generate the right leads for your business, thrive in any economy and make a wonderful first, third and 27th impression? Visit www. prospectsplus.com today.
Birthday Postcard Market ing Mail personalized postcards to upcoming birthdays around your business and watch it grow fast . Design Get double digit response
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JULY 2016 SUN
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6th: Send the Sometimes it Pays to Wait postcard from the Fence Sitter Seller Series to at least 100 new prospects in an area where you want more listings. 11th: Send the Ready to Own? postcard from the First Time Homebuyer/Renter Series to at least 100 renters in your area. Need a list? Call us; we can help! 20th: Send this month’s Market Dominator System to selected carrier routes to get your 20% market share.
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25th: Send the Let’s Get Back to School postcard from the Holiday Series to your Sphere of Influence.
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July Observances Canada Day (1st) Independence Day (4th) National Ice Cream Month National Blueberry Month
31 “ProspectsPLUS! has been amazing for my business. It has been the only marketing that I have consistently used, because it works.” – Melanie Clough
SOMETIMES IT PAYS TO WAIT
MARKET DOMINATOR SYSTEMTM DONE-FOR-YOU 12” X 15”
JUMBO POSTCARD 8½” X 5½”
READY TO OWN?
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AUGUST 2016 SUN
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1st: Send the Timing is Everything postcard from the Fence Sitter Seller Series to at least 100 new prospects in an area where you want more listings. 10th: Send the Kiss Your Landlord Goodbye postcard from the First Time Homebuyer/Renter Series to at least 100 renters in your area. Need a list? Call us; we can help! 15th: Send this month’s Market Dominator System to selected carrier routes to get your 20% market share. 24th: Send the Hello Autumn postcard from the Holiday Series to your Sphere of Influence. 29th: Add some skill building to your summer reading list! Download 21 Ways to Get Your Listings Priced Right Despite the Seller’s Best Objections today at prospectsplus. com/21Ways. August Observances National Golf Month National Picnic Month Family Fun Month
“Wonderful, helpful staff to accommodate what you need within your budget. Motivational to get you moving and get results.” - Deirdre Albertson
TIMING IS EVERYTHING JUMBO POSTCARD 8½” X 5½”
DOWNLOAD 21 WAYS TO GET YOUR LISTINGS PRICED RIGHT PROSPECTSPLUS.COM/21WAYS
KISS YOUR LANDLORD GOODBYE
HELLO AUTUMN JUMBO POSTCARD 8½” X 5½”
SEE CATALOG PAGE 82-83 FOR MORE INFO
JUMBO POSTCARD 8½” X 5½”
MARKET DOMINATOR SYSTEMTM
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7th: Send the It Doesn’t Take a Crystal Ball postcard from the Fence Sitter Seller Series to at least 100 new prospects in an area where you want more listings. 12th: Send the Why Are You Still Renting? postcard from the First Time Homebuyer/Renter Series to at least 100 renters in your area. Need a list? Call us; we can help! 21st: Send this month’s Market Dominator System to selected carrier routes to get your 20% market share. 26th: Send the Did Someone Say Treat? postcard from the Holiday Series to your Sphere of Influence. September Observances Labor Day (5th) Grandparents Day (11th) First Day of Autumn (22nd) Hispanic Heritage Month Baby Safety Month Self-Improvement Month
“I admit I was skeptical; however, it worked perfectly. I listed a property, ProspectsPLUS! mailed postcards to all the neighbors, and I have two other listings from that. The postcard was perfect, inexpensive, and I never touched a thing; they did it all! Kudos to ProspectsPLUS!” – Mari Davis
IT DOESN’T TAKE A CRYSTAL BALL JUMBO POSTCARD 8½” X 5½”
WHY ARE YOU STILL RENTING?
MARKET DOMINATOR SYSTEMTM DONE-FOR-YOU 12” X 15”
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JUMBO POSTCARD 8½” X 5½”
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OCTOBER 2016 SUN
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17th: Send this month’s Market Dominator System to selected carrier routes to get your 20% market share.
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26th: Send the A Time for Giving Thanks postcard from the Holiday Series to your Sphere of Influence. October Observances Rosh Hashanah (2nd) Columbus Day (10th) Yom Kippur (11th) Halloween (31st) Cancer Awareness Month
30 31 “I have used the Just Listed/Just Sold program for over seven years. My business has grown every year. One of the best things I’ve ever done for marketing. Always has looked great and has always brought me new business.” – Jeanette Gibbons Franks
STILL SITTING ON THE FENCE... JUMBO POSTCARD 8½” X 5½”
WHEN DO YOU START TO BUILD A FINANCIAL FUTURE?
MARKET DOMINATOR SYSTEMTM DONE-FOR-YOU 12” X 15”
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JUMBO POSTCARD 8½” X 5½”
A TIME FOR GIVING THANKS JUMBO POSTCARD 8½” X 5½”
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ALL OF YOUR MARKETING FAVORITES!
Visit blog.prospectsplus.com/real-estate-magazine today | 43 MASTER MARKETING MAGAZINE - PROSPECTSPLUS.COM for a complete list of all discount codes.
NOVEMBER 2016 SUN MON
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2nd: Send the Waiting for the Market postcard from the Fence Sitter Seller Series to at least 100 new prospects in an area where you want more listings. 7th: Send the Perfect Timing postcard from the First Time Homebuyer/Renter Series to at least 100 renters in your area. Need a list? Call us; we can help! 16th: Send this month’s Market Dominator System to selected carrier routes to get your 20% market share. 21st: Send the Warmest Holiday Wishes postcard from the Holiday Series to your Sphere of Influence. 30th: Learn about adding a new niche to your marketing plan based on Lifestyle Interest by going to blog.prospectsplus.com/lifestyle. November Observances REALTOR® Conf & Expo (4th-7th) Daylight Saving Time Ends (6th) Election Day (8th) Veteran’s Day (11th) Thanksgiving (24th) American Indian Heritage Month
“I didn’t know there were so many different ways to market my business until I read Master Marketing Magazine. Efficient, affordable and fast! Thanks!” – Kelly Lloyd
WAITING FOR THE MARKET
LIFESTYLE INTEREST PROSPECTSPLUS.COM/LIFESTYLE
JUMBO POSTCARD 8½” X 5½”
PERFECT TIMING
WARMEST HOLIDAY WISHES
SEE CATALOG PAGE 82-83 FOR MORE INFO
JUMBO POSTCARD 8½” X 5½”
JUMBO POSTCARD 44X| MASTER MARKETING MAGAZINE - PROSPECTSPLUS.COM 8½” 5½”
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5th: Send the Time is Running Out postcard from the Fence Sitter Seller Series to at least 100 new prospects in an area where you want more listings. 14th: Send Calendar postcards to your Sphere of Influence. 19th: Send this month’s Market Dominator System to selected carrier routes to get your 20% market share. 28th: Send the Timing is Everything postcard from the First Time Homebuyer/Renter Series to at least 100 renters in your area. Need a list? Call us; we can help!
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December Observances Pearl Harbor Day (7th) First Day of Winter (22nd) Hanukkah (Dec 24th - Jan 1st) Christmas Day (25th) New Year’s Eve (31st) Drunk Driving Prevention Month Human Rights Month National Rose Month
“ProspectsPLUS! has been a great solution for my print marketing. The tools available for designing and creating mailing lists are fantastic and simple to use. I’ve gotten several solid leads from my campaigns and I’m looking forward to generating more for years to come.” – Joe Van Fossen
TIME IS RUNNING OUT JUMBO POSTCARD 8½” X 5½”
CALENDAR CARD 2017
MARKET DOMINATOR SYSTEMTM DONE-FOR-YOU 12” X 15”
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JUMBO POSTCARD 8½” X 5½”
TIMING IS EVERYTHING JUMBO POSTCARD 8½” X 5½”
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ALL OF YOUR MARKETING FAVORITES!
Visit blog.prospectsplus.com/real-estate-magazine today | 45 MASTER MARKETING MAGAZINE - PROSPECTSPLUS.COM for a complete list of all discount codes.
MASTER MARKETING CATALOG HOLIDAY PHOTOCARD SERIES
PAGE 47
CONTENT POSTCARDS
PAGE 48-49
JUST LISTED/SOLD POSTCARDS
PAGE 50-51
SPHERE OF INFLUENCE POSTCARDS
PAGE 52-55
LIFE EVENT/LIFESTYLE POSTCARDS
PAGE 56-58
CUSTOMER APPRECIATION POSTCARDS
PAGE 59
MAILED FLYERS
PAGE 60-61
MAILED BROCHURES
PAGE 62-63
DOOR HANGERS
PAGE 64-65
OBJECTION-HANDLING BROCHURES
PAGE 66
PROPERTY BROCHURES
PAGE 67
DOUBLE-SIDED BUSINESS CARDS
PAGE 68-69
PRESENTATION FOLDERS
PAGE 70
BROKER/MANAGER RECRUITING
PAGE 71-73
BRANDED MARKETING PACKAGES
PAGE 74-75
LUXURY MARKETING KITS
PAGE 76-77
FOR SALE BY OWNER KITS
PAGE 78-79
EXPIRED KITS
PAGE 80-81
THE MARKET DOMINATOR
PAGE 82-83
EVERY DOOR DIRECT MAIL
PAGE 84-85
PRICING GUIDE
PAGE 86-87
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• Easily upload your own photos to personalize your holiday message • Choose from many agency designs • Shipped to you or mailed for you
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CONTENT POSTCARD SERIES STARTING AT JUST
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PER PIECE
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• Easy order platform • Use your list or ours • Shipped to you or mailed for you • FREE UV glossy coating
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JUST LISTED/SOLD POSTCARDS | PROSPECTSPLUS.COM/LISTINGTOOLS
JUST LISTED/SOLD POSTCARDS STARTING AT JUST
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PER PIECE
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• Choose from hundreds of agency designs • Easy order platform • Use your list or ours • FREE UV glossy coating • Design, print & mail in minutes • No minimums
3 DESIGNS ONLINE
ONLY $62
14 DESIGNS ONLINE
SCENIC SERIES II CARDS
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CHOOSE FROM 200+ JUST LISTED/SOLD POSTCARD DESIGNS SEE ALL AVAILABLE DESIGNS AT WWW.PROSPECTSPLUS.COM/LISTINGTOOLS
OPEN HOUSE COLOR POSTCARDS
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FEATURED LAND POSTCARDS
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SPHERE OF INFLUENCE POSTCARDS | PROSPECTSPLUS.COM/SOI
SPHERE OF INFLUENCE POSTCARDS STARTING AT JUST
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• Stay top-of-mind with your Sphere of Influence • Easy order platform • Order as many or as few as you like
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SPHERE OF INFLUENCE POSTCARDS | PROSPECTSPLUS.COM/SOI HAPPY BIRTHDAY POSTCARDS
RECIPE POSTCARDS
44 DESIGNS ONLINE
CUSTOMER APPRECIATION PARTY
10 DESIGNS ONLINE
4 DESIGNS ONLINE
AGENT INTRODUCTION POSTCARDS 3 DESIGNS ONLINE
CALENDAR POSTCARDS
9 DESIGNS ONLINE
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INSPIRATION POSTCARDS
18 DESIGNS ONLINE
HOLIDAY POSTCARDS
OVER 150 DESIGNS ONLINE
SPHERE OF INFLUENCE POSTCARDS | PROSPECTSPLUS.COM/SOI FREE OFFER POSTCARDS
WALL STREET POSTCARDS
(5 DESIGNS ONLINE)
(8 DESIGNS ONLINE)
SOCIAL MEDIA POSTCARDS (21 DESIGNS ONLINE)
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WHAT’S THE LIFETIME VALUE OF YOUR CUSTOMERS?
FENCE SITTER (BUYERS)
7 DESIGNS ONLINE
LISTING INVENTORY
9 DESIGNS ONLINE
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LIFE EVENT POSTCARDS STARTING AT JUST
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• Become the resource your clients turn to when life happens • Use these powerful prospecting tools to connect with homeowners most likely to sell
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18 DESIGNS ONLINE
LIFE EVENT POSTCARDS
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LIFE EVENT POSTCARDS | PROSPECTSPLUS.COM/LIFEEVENT
Target the right person with the right message at the right time with Life Event mailing lists and Done-For-You postcards.
18 DESIGNS ONLINE
LIFE EVENT POSTCARDS
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LIFESTYLE POSTCARDS | PROSPECTSPLUS.COM/LIFESTYLE
LIFESTYLE POSTCARDS Get the attention of the right buyers and sellers with our Lifestyle Interest mailing lists and Done-For-You postcards.
12 DESIGNS ONLINE
LIFESTYLE INTEREST POSTCARDS
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CUSTOMER APPRECIATION POSTCARDS STARTING AT JUST
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• Perfect for sending to the VIPs in your sphere of influence • Easy order platform • Shipped directly to you or mailed on your behalf
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MAILED FLYERS | PROSPECTSPLUS.COM/FLYERS
MAILED FLYERS STARTING AT JUST
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PER PIECE
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FREE REPORTS
Great addition to listing and pre-listing presentations
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Ideal collateral for open houses or workshops
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PER PIECE
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9 DESIGNS ONLINE
11 x 17 BI FOLD BROCHURES
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10½ x 15 TRI FOLD BROCHURES
MAILED BROCHURES | PROSPECTSPLUS.COM/BROCHURES
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DOOR HANGERS | PROSPECTSPLUS.COM/DOORHANGERS
DOOR HANGERS STARTING AT JUST
$0.25
PER PIECE
SEE PRICING GUIDE PAGE 87
• 50 door hangers with business card tearoff: $20 plus shipping • Inexpensive, easy marketing • Agency designs • 100% editable • UV coating available • Targeted to FSBOs, Expireds, Listing Inventory, Open House, Price Reduced, Just Listed/Sold KNOWING THE MARKET MATTERS DOOR HANGER - FSBO
GET YOUR HOME SOLD DOOR HANGER - FSBO
DON’T LIMIT YOUR EXPOSURE DOOR HANGER - FSBO
DID YOUR LISTING EXPIRE? DOOR HANGER - EXPIRED
WHEN YOU STILL HAVE TO SELL DOOR HANGER - EXPIRED
WHEN YOUR LISTING DOESN’T SELL DOOR HANGER - EXPIRED
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DOOR HANGERS | PROSPECTSPLUS.COM/DOORHANGERS “Activity equals results. Top producers consistently get out and get visible in the neighborhoods and communities they service. Talk to people. Pass out door hangers. Let folks put the face with the name. Make connections.” – Floyd Wickman SEE ALL DESIGNS AT WWW.PROSPECTSPLUS.COM/DOORHANGERS
JUST LISTED/SOLD/OPEN HOUSE DOOR HANGER - OCEAN
JUST LISTED/SOLD/OPEN HOUSE DOOR HANGER - RED VINE
JUST LISTED/SOLD/OPEN HOUSE DOOR HANGER - BLUE HOUSE
JUST LISTED/SOLD/OPEN HOUSE DOOR HANGER - BUBBLE
JUST LISTED/SOLD/OPEN HOUSE DOOR HANGER - TRI-COLOR
JUST LISTED/SOLD DOOR HANGER - SQUARES
JUST LISTED/SOLD/OPEN HOUSE DOOR HANGER - BLACK
TWO-SIDED FEATURED PROPERTY DOOR HANGER - FRONT
TWO-SIDED FEATURED PROPERTY DOOR HANGER - BACK
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OBJECTION-HANDLING BROCHURES | PROSPECTSPLUS.COM/OBJECTION
OBJECTION-HANDLING BROCHURES STARTING AT JUST
$0.46
PER PIECE
SEE PRICING GUIDE PAGE 86
• Perfect addition to listing and pre-listing presentations • Adds validation and authority to objectionhandling dialogue
D SI IN IN
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THINK IT OVER
COMMISSION OBJECTION- HANDLING BROCHURE
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TIMING IS EVERYTHING
INSIDE
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PROPERTY BROCHURES | PROSPECTSPLUS.COM/PROPERTY
PROPERTY BROCHURES STARTING AT JUST
$0.46
PER PIECE
SEE PRICING GUIDE PAGE 86
• Beautifully display listed properties • Perfect for open houses and neighborhood canvassing • A must for luxury listings INSIDE INSIDE
D SI IN IN
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LUXURY MARKETING BROCHURE LETTER SIZE
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LUXURY MARKETING BROCHURE 11x17 DELUXE
OUTSIDE
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DOUBLE-SIDED BUSINESS CARDS | PROSPECTSPLUS.COM/QR
DOUBLE-SIDED BUSINESS CARDS STARTING AT JUST
$0.08
PER PIECE
SEE PRICING GUIDE PAGE 87
• Takes you from card to phone contact immediately • Great conversation starter • Use to send to a website or as a V-Card (contact information) • Puts technology at your fingertips
OUTSIDE
• Drives online traffic and helps build your database
INSIDE INSIDE
BUSINESS CARD FRONT RED VINE
BUSINESS CARD FRONT BLUE HOUSE
BUSINESS CARD FRONT ORANGE WAVES
BUSINESS CARD FRONT GRAY SPEECH BUBBLE
BUSINESS CARD FRONT SKY BLUE
BUSINESS CARD FRONT BLUE TAB
CHOOSE FROM 40+ DOUBLE-SIDED BUSINESS CARDS WITH QR CODE DESIGNS 68 | MASTER MARKETING MAGAZINE - PROSPECTSPLUS.COM
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DOUBLE-SIDED BUSINESS CARDS | PROSPECTSPLUS.COM/QR BUSINESS CARD FRONT BLACK HORIZONTAL
BUSINESS CARD FRONT BLUE HORIZONTAL
BUSINESS CARD FRONT PINK HORIZONTAL
BUSINESS CARD FRONT GREEN VERTICAL
BUSINESS CARD FRONT YELLOW VERTICAL
BUSINESS CARD FRONT BLUE STRIPE VERTICAL
BUSINESS CARD BACK QR CODE YELLOW HORIZONTAL
BUSINESS CARD BACK QR CODE SOCIAL HORIZONTAL
BUSINESS CARD BACK STATIONERY REFERRAL C
BUSINESS CARD BACK QR CODE YELLOW VERTICAL
BUSINESS CARD BACK QR CODE SOCIAL VERTICAL
BUSINESS CARD BACK SOCIAL NETWORKING V2
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PRESENTATION FOLDERS | PROSPECTSPLUS.COM/FOLDERS
PRESENTATION FOLDERS STARTING AT JUST
$1.80
PER PIECE
SEE PRICING GUIDE PAGE 87
• Professionally present your luxury listings • Terrific for sending a polished pre-listing package • Totally editable and easy to customize • Order as few as 10 folders • Stand out from your competition
PRESENTATION FOLDER BLUE & RED
PRESENTATION FOLDER BLUE HOUSE
PRESENTATION FOLDER BLUE SWOOP
PRESENTATION FOLDER RED, YELLOW & BLACK
PRESENTATION FOLDER YELLOW DOTTED
PRESENTATION FOLDER PERSONALIZED INSIDE
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• Perfect for interviews • Great handouts at training functions • Terrific mailers to top recruiting candidates • Great fair trade items and opt-in pieces for your recruiting site SCHOOL’S OUT CAMPAIGN
TOP AGENT CAMPAIGN
WITHOUT MARKETING CAMPAIGN
SIX THINGS TO LOOK FOR CAMPAIGN
RECRUITING EXPERIENCED AGENT BROCHURES
RECRUITING NEW AGENT BROCHURES
BEGIN WITH THE END CAMPAIGN
CONTINUED ON NEXT PAGE 866.405.3638
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BROKER/MANAGER RECRUITING | PROSPECTSPLUS.COM/RECRUITING
BROKER/MANAGER RECRUITING STARTING AT JUST
$0.24
PER PIECE
SEE PRICING GUIDE PAGE 86
• Connect creatively and consistently with recruiting prospects • Stay top of mind • Customize to reflect your company’s value propositions • Order as many or as few as you like
7 DESIGNS ONLINE
RECRUITING EXPERIENCED AGENTS
• Budget friendly and easy to order
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BROKER/MANAGER RECRUITING | PROSPECTSPLUS.COM/RECRUITING SCHOOL’S OUT POSTCARDS
6 DESIGNS ONLINE
AGENT INTRODUCTION POSTCARDS
19 DESIGNS ONLINE
RECRUITING NEW AGENTS
GLS RECRUITING
BEGIN WITH THE END POSTCARDS
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BRANDED MARKETING PACKAGES | PROSPECTSPLUS.COM/BRANDED
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500 DOUBLE-SIDED BUSINESS CARDS
•
50 ANNOUNCEMENT CARDS WITH BLANK ENVELOPES
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$80
F SH REE IPP ING
GOLD PACKAGE •
500 DOUBLE-SIDED BUSINESS CARDS
•
50 ANNOUNCEMENT CARDS WITH BLANK ENVELOPES
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25 FOLD-OVER NOTECARDS WITH BLANK ENVELOPES
•
25 RETURN ADDRESS LABELS
STARTING AT
$111
F SH REE IPP ING
PLATINUM PACKAGE •
500 DOUBLE-SIDED BUSINESS CARDS
•
50 ANNOUNCEMENT CARDS WITH BLANK ENVELOPES
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25 FOLD-OVER NOTECARDS WITH BLANK ENVELOPES
•
10 POCKET FOLDERS
•
100 LETTERHEAD WITH BLANK ENVELOPES
•
100 RETURN ADDRESS LABELS
STARTING AT
$225
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F SH REE IPP ING
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BRANDED MARKETING PACKAGES | PROSPECTSPLUS.COM/BRANDED
EVERYTHING YOUR BRANDED MARKETING PACKAGE CAN INCLUDE! DOUBLE-SIDED BUSINESS CARDS
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FOLD-OVER NOTECARDS WITH BLANK ENVELOPES
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LETTERHEAD WITH BLANK ENVELOPES
POCKET FOLDERS
SEE ALL AVAILABLE BRANDS AT WWW.PROSPECTSPLUS.COM/BRANDED 866.405.3638
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LUXURY MARKETING KITS | PROSPECTSPLUS.COM/LUXURYMARKETING
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•
25 8½” X 11” MATCHING BROCHURES
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25 11” X 17” MATCHING BROCHURES
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PLATINUM PACKAGE •
25 PANORAMIC POSTCARDS SHIPPED TO YOU
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25 8½” X 11” MATCHING BROCHURES
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25 LUXURY MARKETING BROCHURES
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10 FEATURE PROPERTY PRESENTATION FOLDERS
STARTING AT
$93
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F SH REE IPP ING
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LUXURY MARKETING KITS | PROSPECTSPLUS.COM/LUXURYMARKETING
EVERYTHING YOUR LUXURY MARKETING KIT CAN INCLUDE! LUXURY POSTCARD - 11" X 5½"
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LUXURY PRESENTATION FOLDER 12" X 18"
LUXURY BROCHURE - 11" X 17"
WWW.PROSPECTSPLUS.COM/LUXURYMARKETING 866.405.3638
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FSBO MARKETING KITS | PROSPECTSPLUS.COM/FSBOKITS
FSBO MARKETING KITS 3 IMPRESSIONS
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3 SETS OF 25 JUMBO-SIZE POSTCARDS
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25 BROCHURES
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1 “FREE REPORT” PDF
STARTING AT
F SH REE IPP ING
$80.45
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GOLD PACKAGE •
6 SETS OF 25 JUMBO-SIZE POSTCARDS
•
25 BROCHURES
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2 “FREE REPORT” PDFS
STARTING AT
F SH REE IPP ING
$133.40
9 IMPRESSIONS
PLATINUM PACKAGE •
9 SETS OF 25 JUMBO-SIZE POSTCARDS
•
25 BROCHURES
•
3 “FREE REPORT” PDFS
STARTING AT
F SH REE IPP ING
$186.35
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FSBO MARKETING KITS | PROSPECTSPLUS.COM/FSBOKITS
EVERYTHING YOUR FSBO KIT CAN INCLUDE! SETS OF JUMBO-SIZE POSTCARDS
FRONT
8.5" X 11" BROCHURES
BACK
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EXPIRED MARKETING KITS | PROSPECTSPLUS.COM/EXPIREDKITS
EXPIRED MARKETING KITS 3 IMPRESSIONS
SILVER PACKAGE •
3 SETS OF 25 JUMBO-SIZE POSTCARDS
•
25 BROCHURES
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1 “FREE REPORT” PDF
STARTING AT
F SH REE IPP ING
$80.45
6 IMPRESSIONS
GOLD PACKAGE •
6 SETS OF 25 JUMBO-SIZE POSTCARDS
•
25 BROCHURES
•
2 “FREE REPORT” PDFS
STARTING AT
F SH REE IPP ING
$133.40
9 IMPRESSIONS
PLATINUM PACKAGE •
9 SETS OF 25 JUMBO-SIZE POSTCARDS
•
25 BROCHURES
•
3 “FREE REPORT” PDFS
STARTING AT
F SH REE IPP ING
$186.35
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EXPIRED MARKETING KITS | PROSPECTSPLUS.COM/EXPIREDKITS
EVERYTHING YOUR EXPIRED KIT CAN INCLUDE! SETS OF JUMBO-SIZE POSTCARDS
FRONT
8.5" X 11" BROCHURES
BACK
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WWW.PROSPECTSPLUS.COM/EXPIREDKITS 866.405.3638
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MARKET DOMINATOR | DABBLEORDOMINATE.COM
ProspectsPLUS! presents the Market Dominator, 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
• 12" x 15" poster with a 100% impression rate • Complete two-year campaign done for you
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MARKET DOMINATOR | DABBLEORDOMINATE.COM
BECOME A NEIGHBORHOOD REAL ESTATE BRAND & OWN A 20% MARKET SHARE!
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EVERY DOOR DIRECT MAIL® | PROSPECTSPLUS.COM/EDDM
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$0.47
PER PIECE
SEE FULL PRICING ONLINE
YOU CAN USE EDDM FOR: • Newsletters • Flyers • Brochures • Certificates • Postcards • Booklets (up to 3.3 oz.) • Community Updates • Open House Invites • Listed/Sold Announcements • Workshop Invites NO Mailing Lists NO Sticky Labels NO Deliverability Questions Shipped to or Completely Done for You 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 de-select businesses if you want to.
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EVERY DOOR DIRECT MAIL® | PROSPECTSPLUS.COM/EDDM
THREE SIZES TO CHOOSE FROM! 8½" X 11" DONE FOR YOU
5½" X 11" TEMPLATES
12" X 15" TEMPLATES
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PRICING GUIDE
CALL 866.405.3638 FOR MORE INFORMATION
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
N/A
N/A
N/A
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
SEE OUR GOOGLE REVIEWS ONLINE WWW.PROSPECTSPLUS.COM/REVIEWS USPS PREFERRED VENDOR
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92% DELIVERABILITY GUARANTEE
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PRICING GUIDE Business Cards - 3½" x 2" One-Sided
Two-Sided
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
N/A
N/A
Front-side UV coating: add 1¢ per card
One-Sided
Two-Sided
Quantity
50
100
200
300
400
50
100
200
300
400
100# Gloss Cover with Doorknob Cutout
$18
$33
$66
$90
$120
$20.50
$37
$74
$102
$136
100# Gloss Cover with Doorknob Cutout and 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
10
25
50
100
150
250
10
25
50
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 - Letter Size 8½" x 11" One-Sided
Two-Sided
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, UV Coated Front Side
$0.66
$0.55
$0.52
$0.76
$0.65
$0.62
Magnetic Vinyl
$5.34
$5.23
$5.20
N/A
N/A
N/A
866.405.3638
CALL 866.405.3638 FOR MORE INFORMATION
Door Hangers - 4" x 11"
PROSPECTSPLUS.COM - MASTER MARKETING MAGAZINE | 87
GENERATE NEW BUYERS SPHERE OF INFLUENCE CARDS - PG 52-55
ON THE FENCE BUYER CARDS - PG 55
CASH BUYER FIRST-TIME HOMEBUYER SPHERE/FARM INVESTORS MOVE-UP MARKET
GENERATE NEW LISTINGS JUST LISTED/SOLD PROPERTY SHOWCASE CONTENT CARDS FREE OFFER FSBO/EXPIREDS SPHERE/FARM LISTING INVENTORY NEIGHBORHOOD UPDATE
JUST LISTED/SOLD CARDS - PG 50-51
FSBO & EXPIRED KITS - PG 78-81
DOMINATE A GEOGRAPHIC FARM MARKET DOMINATOR SEE PAGES 82-83
GET A 20% MARKET SHARE! REFER A FRIEND & GET A FREE $25 GIFT CARD WWW.PROSPECTSPLUS.COM/REFER 88 | MASTER MARKETING MAGAZINE - PROSPECTSPLUS.COM
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