Top 8 Things Agents Do to Sabotage Their Mail Lists

So you’ve got your mailing list ready to go. That’s great. But just having a list is not enough. You'll need to maintain, clean, and most importantly, use your list to get the results you want.

Here are some of the ways agents routinely mess up their lists and miss out on valuable business and referrals.

1. Using incomplete addresses.

Make sure your list entries are as complete and accurate as possible. Mailings with incomplete addresses will often not reach their destinations. Or a client will receive a mailing with the wrong name or a misspelled name. These kinds of oversights detract from your professional image and damage your credibility. Make sure entries are complete and correct. Mail Print can help you with this with our data management and database marketing solutions.

2. Not adding new contacts.

Update your list often. Add new contacts to your list as soon as you get them. You want to begin contacting these prospects and generating business, so put them on the list.

Remove old contacts if they are deceased or have moved from the area. This will save you some money and embarrassment and save the new residents from mail that isn’t for them.

3. Failing to add themselves and their family to the list.

Having yourself on the list is a great way to monitor your mailing campaigns. This way you will know when clients receive your mailings. And, you’ll have a chance to see exactly what your clients are receiving and the quality of the product.

Don’t be shy about mailing to your family. They have need for your services just like everyone else and are a great source for referrals. They will likely enjoy seeing your cards and take pride in your industrious nature.

4. Failing to keep the data current.

Stay on top of developments such as marriage, divorce, and death. You don’t want to send mailings to a widow’s departed husband. You want to address the surviving widow. Similarly, you don’t want to send postcards addressed to both Jim and Mary if they are divorced. Keep your data complete and avoid some potentially embarrassing situations.

5. Not making personal contact with people on their lists.

Making phone calls may not be your favorite part of the job. But it is part of the job. Talking with your clients at least once a quarter helps maintain a personal connection, and it gives you a chance to double-check your records. If there is incomplete data, like a missing email address, get it while you’re on the phone.

6. Failing to add past clients to their mailing list.

Stay in touch with those nice people who bought a home with you. They may not need your services for a few years, but that doesn’t mean they won’t bring you referrals. And if you keep in touch, they will be much more likely to do business with you again.

7. Not having a list at all.

If you don’t have a list, start putting one together. This is the most valuable tool you could have. It will bring in lots of business for you if you use it.

8. Mailing to the list only once or twice a year.

Again, mail to your list at least 12-33 times a year. If you mail only once or twice in a year, you might as well just burn your money instead. Repetition is the most important element to any type of advertising. If you want clients to respond to your message, you need them to see the message multiple times.

-Gina

RELATED POSTS: Five Steps to Creating a Winning Mail List, 7 Keys to Making Money with Postcards, Keep your mailing list CLEAN

Building Success With An Effective Follow-Up Campaign

Attracting new clients is an important part of marketing, but so is retaining past clients. Past clients are also one of the best referral sources. Parlay past sales into future success by designing a marketing plan just for past clients. Here are some ideas for a successful marketing follow-up campaign:

Frequently Send Updated Information. Send prior clients current information about your business with a quick postcard, flyer, or newsletter. This keeps them up to date and tells them that you think they are valuable. In addition, the average homeowner buys a new home every 3-7 years and it's important to have current contact information in front of them when they start thinking about their next move. Automated marketing campaigns make this quick and easy.

Call Clients. There is no substitute for a personal phone call. Phone prior clients once a quarter and tell them how important they are to you. Also find out if there is anything you can currently do for them. Remind clients that you are still there to meet their needs.

Send A Holiday or Birthday Card. Doing this tells your clients that you care. If a client believes you see them as an individual rather than a number, they will do business with you again. Mail Print, Inc. also offers recipes, household hints, seasonal and many other postcards that you could send to clients.

Offer Extra Services. Go the extra mile for a repeat client and they will become loyal patrons for life. One way to do this is to offer a free service. The next time they move, offer them a free apraisal or to take care of staging or inspections costs. These small perks will please them enough that they will recommend you to others.

Testimonials - Providing Evidence of Excellence

What’s the best way to convince a potential customer that your service is worthwhile? What could convince them to trust you? How about the words of a satisfied customer? Or a picture of the beaming customer next to their new house?

This is testimonial marketing, and it is one of the most powerful tools you can use to build confidence in your potential customer that you really provide the kind of service they deserve.

People in general are more accepting of a third-person point of view than hearing someone talk about themselves. Put yourself in the consumers shoes; which sounds better to you? "I am more experienced and knowledgeable than any other area agent" or "Susie's experience and knowledge makes her stand out from any other agent I've worked with."

Getting testimonials doesn't have to be hard. Just ask, “What do you think of my service?” Ask and record. Get them to write it down. Or write it down for them. Take a picture. Make a lasting record of your great service and your client’s happiness.

-Gina

RELATED POSTS: Top Tips For Gaining More Referrals (Part 2 of 2), Cost-Effective Marketing Techniques, Creating Powerful Testimonials That Attract Customers

Five Words to Remove From Your Vocabulary

In her ongoing Inman News series, Bernice Ross outlines five words that should never leave the mouth of a real estate agent.

"Eliminate the word "try"

The word "try" implies failure. For example, when you say, "I'll try to call you tomorrow," the client hears, "I'll call you tomorrow." What you meant to say is that you may call tomorrow, but you also might not call. If you don't call, you failed and the client is angry. When you negotiate, say exactly what you intend to do. Never reference what you will "try" to do. Also, when your clients use the word "try," pin them down. When a client says, "I'll try to get back to you sometime soon." Counter with, "Does that mean I will hear from you tomorrow?" If the answer is "No," then ask an additional question: "How about the day after tomorrow? Will I hear from you by then?"

Eliminate "can't"

Many people use the word "can't" as a catch-all word that has several different meanings. Specifically, "can't" may mean "I don't know how to do that" or "I don't want to do that," Thus, when a client says, "I can't see myself selling for such a low price," respond by saying, "Is it that you can't afford to (doesn't know how to) or that you really don't want to?" The key is to avoid arguing about the situation. Instead, asking a powerful question can help you become closer to your next sale.

Eliminate "but"

"But" is one of the most commonly used words in the English language, especially if two people disagree. As a result, "but" rears its head frequently in negotiations. In many cases, "but" precedes an objection. "We really like this house, but it's too close to the school," or "We know the market is slowing down, but we still want to list the property at a higher price." People use "but" to give the impression that there is agreement, when in truth, they actually disagree. The challenge with using "but" is that it negates everything that comes before it. When you are negotiating, listen for "but"; it will help you to identify what your clients dislike and cope more effectively with their objections. In terms of your own language, substitute the word "and" for the word "but" to provide a more positive result. For example, instead of saying, "I know I should prospect, but it's very difficult," say, "I know I have to prospect, and it's very difficult."

Eliminate "hope" and "if."

Both words are wishy-washy. Instead of saying, "I hope that we can find the perfect home for you," be positive by saying, "I know we can find the perfect home for you." Instead of saying, "If we get an offer," say, "When we get an offer." Clients prefer to work with agents who are positive, no matter how dreadful the market is. If you hear yourself using "hope" or "if," drop the wishy-washy approach and make a bold statement -- you know you can do it!

The most important word to avoid: "should"

Our society "shoulds" us to death. We should lose weight; we should prospect everyday; we should spend more time with our loved ones, etc. One of the most productive things you can do both at the negotiation table as well as anywhere in your life is to drop the word "should" from your vocabulary. When people use the word "should," typically they are trying to manipulate you or the situation. Many of us use the word "should" to make ourselves feel guilty about what we are not doing. You may accomplish 20 things today and then beat yourself up about the one thing that you did not complete. To reduce the stress in your life, do this experiment for the next week. First, notice how often others attempt to manipulate you by using the word "should." Be aware of the situation and then notice what it is the other person is trying to make you do. Second, notice when you use this word. Chances are you're attempting to use power or manipulation to get someone else to do what you want them to do."

RELATED TOPICS: Image Equals Perception: The Value of Professionalism, Voice-Specific Marketing 101

Selling Without Selling Out: 10 Tips

Competing for clients without compromising your professional image and self respect can be a challenge. Here are 10 tips from author Lenann McGookey Gardner. You can read her article in its entirety here.

"1. Know who you'd like to have sending business your way. A Prospect List is not a list of organizations; it's a list of human beings who could send clients to you, but are not currently doing so. Do you have such a list? There is data saying that writing up a list of those with whom you would like to be doing business, and reading the list daily, increases the likelihood that you will actually establish those relationships!

2. Work your Prospect List. Don't let a single week go by without completing a minimum of two activities related to your Prospect List. Sometimes you can attend a meeting that is likely to put you face-to-face with targeted prospects; failing that, you may have to send an article of interest, and suggest an in-person meeting to discuss matters of mutual concern. Aaron chose to suggest coffee with the cardiologists he encountered when doing his rounds at the hospital with which he was affiliated.

3. When you speak with your prospects, use the word "you" often, and the word "I" (or "we") seldom. Making the conversation more about your prospect and less about you will make conversations longer - perhaps long enough for trust to develop.

4. Begin every conversation with a prospect by adopting a "Clean Heart Position"- a sincere desire to see your prospects get what they want, whether or not they get it from you. Try to understand their practices/businesses, and what they're trying to accomplish; ask questions about that rather than turning the discussion to the fact that you want them to refer people to you. Once you feel you understand their objectives for their practices/businesses, restate their objectives, and be sure that the prospect agrees that you understand. If they do agree, then you can introduce the notion that you may be able to assist them in achieving those objectives, if you legitimately feel that you can.

5. At all stages of the process of cultivating referrals, be sure you are focused on the prospect, rather than on your objectives, your message, or your agenda. The way to make meaningful connections is to understand what your prospect is trying to achieve, and the extent to which he or she has PAIN that you may be able to alleviate.

For example, if you are an accountant seeking referrals from attorneys, you would want to focus a great deal on an attorney sharing with you that she has just had a bad experience referring one of her valued clients to an accountant who failed to return phone calls, thus angering the attorney's client. If that's the PAIN, then talk about that: "Oh no! The accountant you referred your client to didn't even bother to return your client's calls? Gee, that can't reflect well on you! Unbelievable!" Let the prospect know that you HEARD, and that you understand how this behavior works against what he's trying to achieve, rather than talking about yourself and saying something like, "Well, I always return MY calls before sundown." Of course, if you are asked your own protocol for returning calls, answer the question.

6. Keep your voice at the same volume level, and speak at the same pace as your prospect does, to build rapport. Research from Dr. Genie Laborde suggests that these may be the most powerful things you can do to help others to like you, quickly!

7. Express continued interest in your prospect. As Brian Tracy has said, listen as if he could speak for the next eight years, and you would still be here, listening attentively - rather than trying to make your point.

8. When speaking with prospects, make an effort to avoid using words that are rooted in the word "no", such as not, won't, can't, don't or aren't. There's evidence that such negativity will drive prospects away from you.

9. If the conversation gets to the possibility of working together, express enthusiasm for that, without going overboard or losing your professional demeanor.

10. Don't forget the people who ARE currently sending you referrals. In addition to conveying your thanks after every referral, have a regular program of base-touching with them, and put it into your scheduling program so you're reminded when to make the calls monthly, quarterly, or, at minimum, twice a year. And be sure to send business to them whenever you can - the best referral relationships are two-way!

Developing relationships with those who can refer others to you is possible, but it requires thought about whom you'd like to serve as referral sources—and action to cultivate these relationships. Follow these principles, and develop the referral sources who will support your organization's growth for years to come!"

RELATED ARTICLES: Finding Your Niche, The "P" Word, Keeping Clients For Life

Selling Benefits – What Real Estate Agents Can Learn From Salespeople

A career in real estate can be very rewarding, personally as well as professionally - for those who know what they are doing. However, many agents have never actually studied the sales process. They simply get by on a few memorized scripts and their natural charisma to make their living.

In order to increase potential and negotiation skill, every agent should understand this one point about the sales process - people buy based on emotion. We don’t do things based on logic, reason, or intelligence. It’s just part of being human. We constantly try to satisfy emotional needs and wants.

Knowing this simple point, how do we apply it to real estate? You need to understand the client’s needs and wants. Only by having empathy for the client’s position and specific emotional needs can you help them to see your point of view.

You need to be on your client’s side. Take the time to learn what they need, what they want, and how they feel. Let them know that you understand their needs and that you are on their side. While your job is, strictly speaking, to make a sale, your vocation is to be an advocate for your client.

Show your client the benefits of your service. Show how you can fulfill the client’s needs. If you can do this, the sale is practically complete. Just remember that there must be a material or emotional benefit, preferably both, to earn their business and loyalty.

-Gina

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Image Equals Perception: The Value of Professionalism

The way you present yourself to the public is perhaps one of the most important considerations any businessperson should make. This is especially true in the real estate industry, where personal appearance and attitude have critical importance in making first impressions. Its importance is magnified for new agents.

Someone who is new to real estate should be especially aware and be sure to exude a professional image. Without years of experience or testimonials from long-time clients to fall back on, the new agent relies on a professional demeanor to earn the trust of prospects.

The way you dress, stand, speak, and carry yourself are all important. You don’t need to have the answer to every question, but you do need to convince your prospect that you can and will get the answer. Confidence is the key.

As far as clothing goes, you don’t need to wear an expensive suit, but you do need to be clean and presentable. You should be clean and pressed. Let your prospects know that you respect them enough to make that effort. The most important thing is cleanliness.

Drop any slang or peer group language that you would use in a social setting. While you are working, you need to be understood clearly, and you want to be perceived as well educated.

Remember that a firm handshake, smile, and eye contact go a long way toward the professional image you want. It’s amazing what little details like this can do.

A logo and slogan can also be effective. If your logo is sharp and professional looking, people will assume you’ve been in business for a while.

Most of all, remember that perception is reality when dealing with the public. You know what you are doing. You are successful. Act it, and your clients will believe it. And soon, you won’t be acting at all.

-Gina

RELATED TOPICS: Which Movie Star are You?, Making Your Logo A Marketing Winner, Voice-Specific Marketing 101

Three Ways to Stay Ahead of the Curve

Looking for the keys to take your real estate business to the next level? Check out this article from Bernice Ross. The article can be read in its entirety at Inman News.

"I recently attended the Luxury Conclave, an annual conference where the stars of luxury real estate come together to network and share strategies. Anne Murray Randolph, the editor of LORE magazine, and Jennifer Cummings of Keytura Inc. shared their perspectives on what these superstars needed to know to market even more effectively to the ultra-high-end clientele they serve. If you want to stay ahead of the curve in your business, here are some important points you cannot afford to ignore:

1. The most important skill to master for 2007: Listening

Both Randolph and Cummings emphasized the importance of listening. Today's consumer expects to have a dialogue with the agent rather than being told what to do. Meredith McKenzie of Troop Real Estate in California summed it up this way: "Instead of doing a listing presentation where you talk at the seller, a key strategy for success is to conduct a 'listening consultation' where you ask questions and write down what the seller says."

When you work with a buyer, conduct a thorough interview to determine as much as possible about the buyer's lifestyle, what their "must-haves" are, as well as the features they are willing to sacrifice.

2. Be an expert, not a "potato"

One of the most compelling parts of Cummings' talk was her "potato chip marketing" program. The problem we face as an industry is that consumers view agents the same way they view commodities. We're like a pile of potatoes -- there's nothing unique that makes us stand out from the other potatoes. In contrast, the opposite of a "potato" is being an "expert." Today's buyers and sellers want expert representation coupled with a superb customer experience. Cummings uses the following analogy to describe her approach: "Imagine that you will win $100,000 if you can get 12 squirrels to eat out of your hand in a single day. You will be required to stay within a few feet of a park bench. All you have to attract the squirrels is a bag of potato chips." Would you be able to do it? The point here is that you have to provide something of value to first attract the squirrel. In this case, it's a trail of potato chips. Many agents expect people to do business with them without first providing something of value. This is the notion of "give-to-get" marketing.

The second point is that you must earn trust. You are not going to attract any squirrels if you jump up and try to catch them as soon as they approach you. Trust comes from concentrating on what matters to the client, delivering what you promise, and putting the client's interest above your own. The first step in achieving each of these goals, however, is to listen carefully to your clients' concerns. Ask questions about their interests, how they spend their time when they are at home, the name of their pets, what they like to do for fun, etc. The more you concentrate on the client, the stronger your connection will be.

3. The "Learn Button is Missing"

Today's consumers are searching for a wide variety of real estate information online. While we have done a relatively good job of providing content regarding our listings, Randolph argues that we are forcing consumers to go other places to obtain information about how to buy or sell a property. This is another key example of how our industry is not listening carefully enough to what our clients want and need. For example, where are the brokerage Web sites that tell first-time buyers what they need to do to qualify for their first loan? Where do consumers with poor credit go to learn how to clean up their credit so they can purchase a property? How should buyers and sellers choose an agent, mortgage and title company? What inspectors do they need? What disclosures will they receive and what are the pitfalls they must avoid? What is the difference between a foreclosure, bankruptcy and short sale? What is a transaction tracking platform and how does it work? How does data from the MLS differ from data from other Web sources? Randolph argues that we need to add the "learn button" to our Web sites in order to provide them with all the content they need, not just listing or local community information.

While most of our industry is still busy talking at our clients, you can stand out from the potatoes by listening and actively searching for ways to provide your clients the best possible buying or selling experience. "

RELATED TOPICS: Strategies for Brand Development, Keeping Clients For Life, 3 Marketing Tips for the 21st Century

3 Marketing Tips for the 21st Century

Consumer behavior and motivation has change drastically over the last several decades. Unfortunately, some real estate agents are still stuck in the past when it comes to marketing. Bernice Ross outlines three steps agents need to take to make their marketing match the new consumers in her article from Inman News:

"Throughout the 1980s and the 1990s, we trained agents to put together "brag books." You would place samples of your marketing materials in a high-quality leather binder, collect your testimonials and provide the seller with a detailed marketing plan. Your print advertising would prominently display your picture. If you were really aggressive, you would include a picture of the seller's house on the front of your proposal. Fifteen years ago, this was an effective way to differentiate your services.

As the Internet has matured, so have the strategies for marketing yourself in print and online. We are constantly bombarded with so much information that many of us suffer from information overload. We scan, rather than read. Many of us have short attention spans. To do a better job of marketing to your clients, follow the three simple tips outlined below.

1. Can the "me, me, me" show

Today's consumer doesn't care about you. All they care about is WIIFM -- what's in it for me. In fact, research on Web visitor behavior consistently shows that if you put your picture on your Web site up to 50 percent of your visitors will leave your site. The younger the person is, the more likely he or she is to surf away if they see your face. You can use your picture -- just put it on the "about us" page.

2. Sell benefits, not features

Our business as a whole focuses on features. One term for this is being "feature-centric" rather than benefit-centric. The typical agent describes the features of the property, such as the bedroom-bath count, type of kitchen, view, etc. A better approach is to focus on the benefits the property provides. This requires creativity because your marketing must identify the emotional reasons for someone purchasing the property. For example, a large fenced yard may be a benefit because it provides a safe place for children to play or a wonderful place to garden. On the other hand, a large yard may be a major negative to someone who doesn't want the upkeep. It's understandable that agents play it safe by using the features because features are objective. Writing copy that conveys what it's like to live in the property is difficult. Nevertheless, this approach will make you stand out from the crowd as well as greatly increasing the probability of finding the perfect buyer.

3.Be different!

The smartest people I know in the real estate business are contrarians. They buy when markets are down and pull out of the market when prices skyrocket upward. You can apply this approach in numerous ways. The key is to look at what everyone else does and then do something different.

For example, I recently spoke at two different events where there were approximately 300 people at each event. I had everyone stand up and exchange business cards with one other person. Next, I asked anyone who was holding a business card with a picture on it to sit down. I then asked those agents who had more than one telephone number (with the exception of their fax number) on their card to sit down. Finally, if the print on the business card was difficult to read, the agents were instructed to sit down. Out of 300 people, only 15 (about 5 percent) were still standing in each group. Here are the important points to note about this exercise. First, if everyone puts their picture on their cards, you can stand out from the competition by doing something different, such as putting a picture of the seller's property on the back of your card. Second, most people are so busy that they don't want to waste time tracking down an agent. Consequently, it's smart to have a single telephone number. Third, baby boomers are still the biggest spenders in our industry. Even with corrective lenses, many boomers find small print difficult to read unless there is a great deal of light.

These three simple steps -- WIIFM, sell benefits rather than features, and being different -- are all it takes to attract more high-quality clients and close more transactions in 2007."

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Is Your Brand Remarkable?

Your prospective client grabs the phone book or searches on the web for a real estate agent just like you. She is immediately overwhelmed by a multitude of ads and search results. Many of them are big and colorful, demanding attention. What makes the customer pick one service over another?

In today’s overcrowded and over the top world of advertising, the key ingredient in successful marketing is having a remarkable personal brand. If you can get the prospect to take notice of you, you’ve already done the heavy lifting.

Using traditional marketing phrases like “experienced” or “exceptional service” gets nothing but a yawn from modern consumers. They are looking for a tangible difference between you and every other business in your industry.

So what can you do to make your business stand out and be remarkable? How is your brand doing and what can you do to improve upon it?

1. Remember that a brand is more than a catchy slogan. It is the promise of an experience and an expectation of the type of service that clients can look forward to. Is this message getting out to your prospects? How can you put an extraordinary differentiation into your brand and how it is perceived in the market?

2. How accurate is this perception? Is it reflected in the service you provide?

3. Are you and your staff excited about your brand? Enthusiasm is infectious. Every little detail in your business down to how the phone is answered must carry the energy of your branding efforts.

4. What special services or qualifications do you offer that the competition doesn’t? If a prospect is looking at you, what makes you stand out against the competition? They must feel that you have an edge whether it’s from outstanding education, great guarantees, or uncommon, out of the ordinary services. This could be the difference that gets you a new customer.

5. How quickly do you respond to requests for information? Technology now makes communication faster than ever, and consumers are becoming more and more demanding when it comes to response times. People do not like to wait. Automated response technology can make a big difference. The goal is to nurture your prospects with prompt and informative responses until they become a customer.

Look at your position in the marketplace and see what you can do to take command of the spotlight. Make the most of what you have, project a strong, consistent image, and watch the customers come in.

-Gina

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Top Tips For Gaining More Referrals (Part 1 of 2)

Referrals, or word-of-mouth advertising, are absolutely the best form of marketing for real estate agents. A referred client has much less resistance than other clients. Why? Because he knows you or your friend. And this client already knows that you are credible. Better yet, referred clients come with little or no marketing costs.

Earn Your Referrals

You have to earn referrals through outstanding service. After a client receives great service, you would think they would naturally tell their friends and family. But it very often doesn’t happen. Why? Because they aren’t thinking of you, or about referring their friends. Not without prompting. Here are 5 tips you can use to get more referrals.

Referral Tip #1 – Ask for Them

Ask for what you want. Immediately and boldly after receiving a compliment on how well you’ve done.

Your clients will be glad to help you when you do a good job for them. They also feel good about helping friends and family by recommending your good service. So make it easy for them. Tell them you would appreciate it if they could spread the word about your wonderful service. It’s that simple.

Referral Tip #2 – Create or join a local or national referral network

There are a number of referral networks already established. And many of them are free. Join one or two of these services and participate. It is a simple way to pull in contacts.

You should also make deals with business owners you know. Talk to your accountant, dry cleaner, insurance agent, and other local business people. If you know they provide good services, offer to tell people about them. And ask them to return the favor.

Offer to include a mention of their business in your monthly mailings in return for handing out your business cards or fliers to every customer.

(To be continued...)

The Power of Being Nice

I just returned from a four-day tradeshow in Las Vegas. We were presenting Mail Print’s products and services to sales people in the real estate industry. I “worked the show” with 5 of my staff. The common term last week was, “boy my dogs are barkin’.” Basically, "my feet sure do hurt!"

Working a tradeshow is an interesting experience. Every sales person should do it at least once. AND, working a show where the attendees are salespeople themselves adds an interesting twist. People are generally nice to vendors. They generally know what they are interested in and spend time talking to people they connect with.

Then, there are the other people. These are people I wonder why they ever went into sales in the first place. They are rude, inconsiderate and pretty wimpy. At various times I’ve had people who have stopped and asked me questions about our products and then been extremely rude when I answered them politely. My common response at that point is, “Boy, Mail Print isn’t for everyone.” I just wonder what type of lead generation these folks do to build their businesses.

As you work through your day, there will be times when you are the service provider and there will be times when you are the client. Remember, always, that everyone you interact with may be a referral source, if not a direct client.

Part of your personal brand and personal commitment should be to always be extremely nice, even when things aren’t going so well and you want to be mad. It isn’t worth it. That person you want to be mean to or rude to, may very well deserve it, but then again, that person my very well be the son or daughter of your largest client.

Next time you go out in public and the next time you go to a tradeshow, do so with a little different attitude. Instead of seeing all those people there to do your bidding – or to sell you something – see them as possible leads and future raving fans.

Never under estimate the power of being nice.

Voice-Specific Marketing 101

Take a look at the marketing efforts you see every day. If there’s one thing that sticks out about most of them, it’s that they are saying the same things. Quality, value, professionalism… Sometimes it seems impossible to tell one company from another.

And then you see that one company that stands out, that seems a little different. Why is this one different?

There’s a fair chance that this company is practicing Voice-Specific Marketing (VSM). This is the practice of utilizing your natural persuasiveness. It utilizes three reliable approaches:
1. Truth-based marketing – being honest.
2. Knowledge marketing – sharing your expertise.
3. Relationship marketing – building durable relationships.

Why does VSM work?

People are tired of phony, canned marketing approaches. VSM relies on the belief that your company has more to offer than slogans and clichéd promises of quality and service. Traditional points of differentiation, such as past successes and certifications, have become boring to many consumers. Now people want to know about your values and personality.

So, what is a voice anyway?

It is an expression of style preferences, values, and enthusiasms. It helps people know what is important to you and how you go about your work. It is reflected in your use of language and imagery in your marketing materials, how you answer the phone, and how you deal with customers on a daily basis.

How do I make it work?

Remember that your marketing is an invitation to a conversation. It is not simply there to sell things. You must have confidence that nobody does what you do the way you do it. And that if the right customers hear your message, they will be yours.

What are the benefits of VSM?

VSM can lead to a greater focus on what you’re doing and why you’re doing it. You’ll draw in more customers, especially the ones you really want, and you’ll have stronger relationships with your existing clients.

Remember that VSM is just a part of your marketing strategy. You still need to use the right mediums, effective offers and messages. And you’ll definitely have to provide great value and service for your customers. Just because saying you provide service and value sounds cliché, it doesn’t mean that actually doing it isn’t essential to your business.

-Gina

What's a client worth???

On Friday November 3rd we held our annual company party. It was well attended and everyone had a great time. Well, everyone, but the caterer. My brother Kyle arranged to have one of the leading caterers in Kansas City provide food and service for our party. I was very excited because I knew this caterer provided great food and the people had always been fun.

Our party was in a cave for a bunch of working people. We were to have cocktails and appetizers from 5 - 6 and then dinner at 6 PM.

NONE of the food showed up until after 6:10 PM.

I started out saying to never judge a book by its cover... yes Mail Print is in a cave and the people employed here are hard working country people . My brother and I book catering over 12 times a year for Mail Print and various other functions both personal and professional. We throw great parties and we love planning them.

The event was great, no one realized the extend of the problems, but I knew everything that was going on. It's really too bad. I had so wanted to just have a caterer that I could call on to take care of my events and now I have to find someone else.

Well, back to the topic of this post... Never judge a book by it's cover... I'm sure you've heard this before, but with the fluctuations in the market and the challenges ahead with the real estate "bubble" it is never more true than it is today. We have to treat every customer as if they are worth a ton of money because they are.

If you don't know the Lifetime Value of YOUR average client then sit down and figure it out. I'll help a bit...

Homeowners generally move every 5-7 years and with that in mind will own about 5 homes
Commission on First Transaction =
Commission on One One Referral Per Year for the REST of your career =
Commission on First Home At Time of Sale =
Commission on Second Home at Time of Purchase =
Commission on Second Home at Time of Sale =

Etc... (And don't forget home prices generally go up so your commission with each transaction goes up.)

Take the time and figure it out for yourself, then plan your marketing activity accordingly. Take care of those clients because they are worth a ton of money to you! And, I know you know this one... "If we don't take care of the client, someone else will."

I did a little math for my caterer. It ends up that in the next 12 months that caterer directly lost over $55,000 in sales and that is just 12 months and doesn't count the referrals that I would have shared with my friends and contacts.

Getting the Big Picture

Looking for a unique addition to a listing presentation or home showing? Why not give your clients a birds-eye view of their property, using satellite imagery beamed down to your computer screen.

Google Maps' use of the satellite image is perhaps the most intriguing and useful. Try typing in the address of one of your listings, and then clicking the "satellite" button. It's eye-opening to see the property in the context of it's surroundings.

Show clients how close the property is to hospitals, restaurants, shopping malls or other amenities by typing the terms in the search field. If you know a potential buyer's place of work, show them the route the would take to get there. If the client has children, show them the location of parks and schools in relation to the house.

Neighboroo.com has taken the concept a step farther by applying data such as school performance, average home price, cost of living, crime index and lifestyle of residents to the overhead view, shown by colored patches that represent the given values. While the site currently does not yet offer intricate details on specific neighborhoods, it can be used to give clients a good overview of potential properties.

Email Marketing Gone Bad

Each day I receive news and web updates from Google Alerts. It's a great tool that keeps me updated on various trends and information related to real estate marketing.

I recently read on Seatlest.com about one email marketing effort gone very bad and thought I'd share it with you.

"Founder of the social networking news site Newsvine and Seattle resident Mike Davidson got an email from Moda Condominiums last week. Not too big a deal, especially considering he'd given their website his email address for the specific purpose of sending him updates on availability. However, the CC field contained the email addresses of all 1086 recipients."

Imagine this... by listing your contacts in the CC field, EVERYONE knows who you are marketing to and some of those people on your list might be your competitors. At the very least list them in the BC field and list your name in the TO field.

I love email marketing... as long as it one component of a sound marketing plan. Virtually EVERYONE has a physical postal address, AND virtually everyone checks their mailbox everyday. Contrary to many in the tech world, not everyone has an email address, not everyone checks their email everyday, and virtually every email address has a pretty sophisticated SPAM filter system.

Postal mail has perceived value and people look forward to what they receive in their postal mailbox. I recommend that you use postal mail monthly, email marketing once or twice a month - as long as the message has value - and call at least six times per year.

Posts related to this topic: The Power of Direct Mail, Four Tips for Email Branding.

Five Proven Ways To Retain Your Customers

Have you noticed a decrease in repeat clients? Are you trying to find a way to turn first-time clients into lifetime clients? If so, here are some quick ideas for getting clients to revisit your business:

1. Know your clients’ names. Clients are impressed when you know who they are. They like personalized service and individual attention. If you give this to patrons, they will return because you’ve made them feel special.

2. Keep communicating. Don’t just contact clients when you want to make a sales pitch or push a new product. Make the communication about the client. Mail them a postcard or a handwritten note offering a special sale price or access to a special promotional event.

3. Care about the details. Know the individual needs of clients. If you know one of your past clients has been dreaming of a home on the lake, let them know each time you come across an appropriate property. Attention to fine details like this impresses clients, and they will come back for more.

4. Talk to prior clients. Politely call past clients ask if there's any way you can serve them, and inquire why they haven’t worked with you for a while. If they were dissatisfied with some aspect of your service, send them a postcard that provides a coupon or offers a free service.

5. Offer extra benefits. Give your clients a little extra “perk.” For example, you can hold a free seminar for clients to help them understand the current real estate market, or to tell them about the areas best schools and safest neighborhoods. You could also distribute coupons, magnets, or tip sheets to clients with your contact information printed on the items.

Keeping Clients For Life

Years ago it was common to have a client for life. All it took was a postcard once a year or a telephone call now and again. But the days of the traditional business/client relationship are over. Today you have to earn clients and then continuously work to keep them. Are you doing everything you can to make your clients loyal for life? Read the suggestions below and find out:

Stay Up-To-Date And Update Clients. Everything today revolves around computers and information technology. Learn about current technology and use it to inform clients. For example, as a real estate agent, keep up-to-date with buying/selling trends and market conditions with the Internet, online trade publications and professional Web sites. Pass the information on to your clients through periodic e-mails or by developing your own newsletter. Create your own Web site that provides customers with the latest information.

Follow Up. Follow Up. Follow Up. If you do not follow up with clients, there’s a good chance they will not use your product or service again. Touch base with clients once a month with a postcard or an e-mail.. Notify clients when you are having a special promotion. Send a quick handwritten note letting them know how important their business is to you. Send them a coupon or give them a quick call to make sure they are satisfied with your business. Satisfied clients often become clients for life and give great testimonials.

Link With Other Local Businesses. Become familiar with other reputable local businesses and unite to form a “referral group.” If you are working with a client who just relocated from another city, they may ask you, “Do you know a good painter? Can you recommend a daycare provider?” Be a wealth of information for your client and know the answers. Your clients will be impressed and will consider using your services again. In return, the other businesses in your referral group can pass out your cards and send some of their loyal clients your way.