Just a quick note to make sure you've heard about www.mailprint.com/mystyle, Mail Print's new Web site that helps you identify your unique personal branding style. Just pick your favorites from different color schemes, fonts and design styles, and the page will show you examples of brochures that may match your personal style.
Try it out!
Real Stories of Real Estate Success.
In case you haven't seen the new http://www.mailprint.com/ yet, I want to encourage you to check it out... especially the Case Studies page. This is one of my favorite parts of the new site because it shares real stories of real estate agents and other business people who we've helped overcome their challenges and achieve real results. I want to share some snippets from just a few of the case studies:
Beth Franklin is a broker and office owner who came to Mail Print for help with her prospecting efforts. Within just a couple of months of using one of our monthly mailing programs, she was already seeing results... two listing and a sale. Over the following months, she continued to see similar results.
Scott Thompson came to Mail Print as a newer agent who was trying to establish himself and target an up-scale audience. We created a personal branding package for Scott that gave him a professional logo, look and a bevy of marketing materials with his unique design. Within six weeks of starting to use his new materials, Scott had seven listing, two sales and two referrals as a result.
Teresa Grindinger is a successful real estate team leader who found herself spending too much time on her Just Listed/Sold mailings. When Teresa came to Mail Print, we helped her out by creating a custom postcard template and automating her mailings for her. No more applying stamps and lables! Within six months, the new program had already generated three listings for the team.
Beth Franklin is a broker and office owner who came to Mail Print for help with her prospecting efforts. Within just a couple of months of using one of our monthly mailing programs, she was already seeing results... two listing and a sale. Over the following months, she continued to see similar results.
Scott Thompson came to Mail Print as a newer agent who was trying to establish himself and target an up-scale audience. We created a personal branding package for Scott that gave him a professional logo, look and a bevy of marketing materials with his unique design. Within six weeks of starting to use his new materials, Scott had seven listing, two sales and two referrals as a result.
Teresa Grindinger is a successful real estate team leader who found herself spending too much time on her Just Listed/Sold mailings. When Teresa came to Mail Print, we helped her out by creating a custom postcard template and automating her mailings for her. No more applying stamps and lables! Within six months, the new program had already generated three listings for the team.
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
Is Door Knocking Dead?
Most agents prefer to market on the telephone because it is easier to cover more territory deal with rejection on the phone. However, the Do Not Call law and the prevalence of private phone numbers has made it nearly impossible to connect with the entire neighborhood using just the phone.
Good news - door knocking still works – as long as you carefully select the doors you knock on and you are prepared with an effective, well rehearsed script. Most agents try to wing it, and get discouraged by poor results.
Remember that rejection will not be your only problem. It may be difficult to catch someone home during the day because in many families, both husband and wife work outside the home. That’s why it’s important that you use many methods to generate leads, including the telephone and direct mail. No matter what, face to face conversations are always better than cold calling.
Here’s how it’s done. When you or someone in your office secures a new listing in your farm area, knock on at least ten doors to the right and ten on the left of the newly listed property. Then knock on twenty doors across the street. Research shows that when a property goes on market, someone else on the block will likely be preparing to move. Plus, neighbors will want to speak with you to keep track of the market value of their own home.
Be prepared and have this dialogue memorized:
“Hi. I hope you can help me. Are you the owner of this property? (yes/no – if not, find out when the owner is home and come back another time, don’t introduce yourself too early)
“Hi, my name iswith XYZ Realty. Are you Mr./Mrs. Soandso?” – (use their name but always clarify, to make sure that is their name and you use it correctly)
“I hope you can help me. One of your neighbors up the street, Mr. and Mrs. Jones, just listed their house for sale. I am their listing agent (or “our office is in charge of the listing” if you aren’t the listing agent) and I want to know as much as possible about that property and this neighborhood. Could you please give me a few minutes of your time and tell me what you like the most about this area(use specific neighborhood name)? I don’t live here, so your opinion will be very helpful.”
The key to success is to be humble and human. Don’t even think about starting the conversation with the usual real estate prospecting question, “do you plan to make a move now or in the near future?” This will quite often offend people. You want to make a favorable impression.
A similar approach can be used to prospect around sold listings.
“I hope you can help me. As you probably noticed, you neighbors up the street had their house on the market. The problem is that it just sold a couple of days ago, and I’m working with a couple of buyers who are interested in buying a property in this neighborhood. Do you know someone who is thinking about making a move now or in the near future?”
People usually respond well to this type of approach. You will often learn a great deal from them. If they plan to make a move they will usually tell you without being asked. Or, later in the conversation, you can ask, “How about you? Do you plan to make a move now or in the near future?” But don’t begin your dialog with this direct question. It is too salesy to begin the conversation with.
Remember that prospecting doesn’t stop with door knocking. Let everyone you meet know what you do. The more contacts you have, the more referrals you will get. Use this script for your face-to-face prospecting as an added tool to your existing prospecting efforts and watch your commission checks grow!
Remember that rejection will not be your only problem. It may be difficult to catch someone home during the day because in many families, both husband and wife work outside the home. That’s why it’s important that you use many methods to generate leads, including the telephone and direct mail. No matter what, face to face conversations are always better than cold calling.
Here’s how it’s done. When you or someone in your office secures a new listing in your farm area, knock on at least ten doors to the right and ten on the left of the newly listed property. Then knock on twenty doors across the street. Research shows that when a property goes on market, someone else on the block will likely be preparing to move. Plus, neighbors will want to speak with you to keep track of the market value of their own home.
Be prepared and have this dialogue memorized:
“Hi. I hope you can help me. Are you the owner of this property? (yes/no – if not, find out when the owner is home and come back another time, don’t introduce yourself too early)
“Hi, my name is
“I hope you can help me. One of your neighbors up the street, Mr. and Mrs. Jones, just listed their house for sale. I am their listing agent (or “our office is in charge of the listing” if you aren’t the listing agent) and I want to know as much as possible about that property and this neighborhood. Could you please give me a few minutes of your time and tell me what you like the most about this area(use specific neighborhood name)? I don’t live here, so your opinion will be very helpful.”
The key to success is to be humble and human. Don’t even think about starting the conversation with the usual real estate prospecting question, “do you plan to make a move now or in the near future?” This will quite often offend people. You want to make a favorable impression.
A similar approach can be used to prospect around sold listings.
“I hope you can help me. As you probably noticed, you neighbors up the street had their house on the market. The problem is that it just sold a couple of days ago, and I’m working with a couple of buyers who are interested in buying a property in this neighborhood. Do you know someone who is thinking about making a move now or in the near future?”
People usually respond well to this type of approach. You will often learn a great deal from them. If they plan to make a move they will usually tell you without being asked. Or, later in the conversation, you can ask, “How about you? Do you plan to make a move now or in the near future?” But don’t begin your dialog with this direct question. It is too salesy to begin the conversation with.
Remember that prospecting doesn’t stop with door knocking. Let everyone you meet know what you do. The more contacts you have, the more referrals you will get. Use this script for your face-to-face prospecting as an added tool to your existing prospecting efforts and watch your commission checks grow!
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.
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.
Expose Yourself... To Other Industries
I thought about leaving the title as "Expose Yourself", but thought better of that. I don't mind challenging the norm, but no real need for this post to offend or upset anyone.
I've spent the last two and half days in San Franciso with 70 degree weather and am currently waiting for a flight back home to Kansas City where I hear the temperature is around 20. I'm cold already, but then again, if you don't like the weather in Missouri, stick around it will change.
With that all said let's go back to the topic of this post -- Exposing Yourself to other industries. I came to San Fran to experience the National Auto Dealers Association annual convention. I wanted to see what other industries do at conventions AND to get ideas I can take back to my clients.
I learned that information is KING (or QUEEN) and that he holds the data owns the client. So, with that said, what do you know about your clients? How do you track that information? Do you use a central CRM or Data Management System? Do you keep client data in paper files that sit in your basement? Do you know when a customer's birthday is? What about the anniversary of their home purchase?
S/He who owns the data... wins... if you don't know the details, you are living for the short term.
So with that said, I'm on a mission at Mail Print. We will start collecting more information on our clients. Don't be afraid. It's not about Big Brother, it's about client service. It's about helping our clients by giving them the tools they need when they need them.
S/He who owns the data... wins... aren't you ready to win?
I've spent the last two and half days in San Franciso with 70 degree weather and am currently waiting for a flight back home to Kansas City where I hear the temperature is around 20. I'm cold already, but then again, if you don't like the weather in Missouri, stick around it will change.
With that all said let's go back to the topic of this post -- Exposing Yourself to other industries. I came to San Fran to experience the National Auto Dealers Association annual convention. I wanted to see what other industries do at conventions AND to get ideas I can take back to my clients.
I learned that information is KING (or QUEEN) and that he holds the data owns the client. So, with that said, what do you know about your clients? How do you track that information? Do you use a central CRM or Data Management System? Do you keep client data in paper files that sit in your basement? Do you know when a customer's birthday is? What about the anniversary of their home purchase?
S/He who owns the data... wins... if you don't know the details, you are living for the short term.
So with that said, I'm on a mission at Mail Print. We will start collecting more information on our clients. Don't be afraid. It's not about Big Brother, it's about client service. It's about helping our clients by giving them the tools they need when they need them.
S/He who owns the data... wins... aren't you ready to win?
What's the Goal???
I learned a great lesson this weekend. I'm working on a specific project and frankly I was floundering. I couldn't get my arms around it. I finally asked a friend for help. The first words out of her mouth where, "Gina, what's your goal?"
That was all I needed to help me get my arms around the project and figure out my next steps.
I think so often we go through each day, each appointment and each phone call without really understanding what our specific goal is for that interaction.
If you are having problems or challenges reaching your end game goal, think about the goal you have for each interaction, each sales call, each appointment and make sure you know what you are working towards.
My daddy use to always say, if you don't know where you are going, any road will get you there. Unfortunately in the sales world you need to know all the stops along the way... just having a BIG goal in mind, does not get you to the end game. You have to know every goal - every possible twist and turn in the road - so that you are prepared for each transaction.
Good luck and goal get 'em.
That was all I needed to help me get my arms around the project and figure out my next steps.
I think so often we go through each day, each appointment and each phone call without really understanding what our specific goal is for that interaction.
If you are having problems or challenges reaching your end game goal, think about the goal you have for each interaction, each sales call, each appointment and make sure you know what you are working towards.
My daddy use to always say, if you don't know where you are going, any road will get you there. Unfortunately in the sales world you need to know all the stops along the way... just having a BIG goal in mind, does not get you to the end game. You have to know every goal - every possible twist and turn in the road - so that you are prepared for each transaction.
Good luck and goal get 'em.
A little on DO NOT MAIL Lists for Catalogers
There has been a lot of talk about creating DO NOT MAIL legislation by a variety of environmental groups. In an ongoing effort to educate my readers I will occassionally share information from other sources. The excerpt below talks about the difficulty in verifying information on lists and the efforts being made to reduce the number of catalogs distributed.
Remember that direct mail is a great way for small and large businesses to educate the consumers about their products or services AND that over 90% of surveyed mail recipients "value the mail they receive" as reported by the US Postal Service in their annual mail household usage survey.
*****
DMA Responds to Consumer Popularity of ‘Do Not Mail’ Lists This weekend, Catalog Choice added the 400,000th member to its database of consumers who have asked to be removed from catalog mailing lists. Direct marketers and the DMA have taken notice.
Launched in October by the Ecology Center and endorsed by the National Wildlife Federation and the Natural Resources Defense Council, the nonprofit Catalog Choice (http://www.catalogchoice.org/) is among a handful of new services that have popped up in the past year to help consumers reject unwanted direct mail. Environmental concerns have helped fuel that desire. A headline on the Catalog Choice home page exhorts consumers to “Simplify your life and save natural resources.”
Responding to the popularity of such sites, the Direct Marketing Association has beefed up it own opt-out service, called Mail Preference Service (MPS), which has been available to consumers for many years and enables them to opt out of direct mail.
Last month, the DMA did away with the $1 fee it previously charged consumers for registering with MPS, and it enhanced the service so that consumers can now opt out of particular catalogs and brands individually. Previously, the DMA service only gave the option of opting out of all commercial mail.
“We improved the site to allow the capability to opt in and opt out of individual brands,” said Steve Berry, exec VP-government affairs and corporate responsibility at DMA. “We upgraded the site so you can do that via the Internet.”
In addition, preferences are updated more frequently these days. “We also now require all our members to run their lists against the MPS list every month instead of every 90 days,” Berry said.
Berry readily admits the changes were made in response to new groups such as Catalog Choice.
“It is in response to these groups that have popped up, as well as surveys we’ve done,” he said. “Consumers say they want more choice and they also want to make eco-friendly choices. It was a wake-up to the industry. There is pent-up demand out there. As direct marketers, it is our job to listen to the consumer.”
George Ittner, president of apparel catalog The Territory Ahead, said third-party opt-out providers are not only unnecessary but confuse the process.
“I think we provide a valuable service to the consuming public by printing catalogs containing quality merchandise for their selection or rejection,” he said. “They can contact us directly or through DMA. Why should we have third parties that want to pile on?”
One of Ittner’s concerns about third parties is data integrity.
"I think Catalog Choice is confusing, and there are issues in my mind about the integrity of their data,” he said. “What are they doing with the names that they get? Are they using them for marketing purposes?” Ittner also said he is concerned about how marketers can verify that the names provided by these third parties are legitimate.
A database industry source said catalog merchants such as Ittner are taking different approaches when it comes to services like Catalog Choice. “Some are processing the opt-outs, but many aren’t because they don’t trust the data and its integrity,” said this observer, who asked to remain anonymous. Another worry is that Catalog Choice and others are sending address information through e-mail, which “is not a secure mode of transmission for sensitive data,” according to the source.
DMA agreed, noting that third-party opt-out lists are neither verified nor authenticated, and that there is no explicit promise from the third parties that consumer address data will not be used for marketing purposes.
But the DMA will need to react quickly if it hopes to avoid a repeat of the National Do-Not-Call Registry, one of the most popular pieces of legislation in recent history. At the time, observers said marketers and the DMA were too slow to react meaningfully to consumer complaints and paid the price in the form of a federal law. Currently, nine state legislatures are considering bills that would create state-run do-not-mail registries.
Meanwhile, a pro direct mail group that is part of the DMA called Mail Moves America is working with state business groups and communicating with legislators about the importance of direct mail for consumers, businesses and the economy in order to lobby against the creation of a do-not-mail list.
Reprinted from BtoB Online Magazine (www.btobonline.com).
Remember that direct mail is a great way for small and large businesses to educate the consumers about their products or services AND that over 90% of surveyed mail recipients "value the mail they receive" as reported by the US Postal Service in their annual mail household usage survey.
*****
DMA Responds to Consumer Popularity of ‘Do Not Mail’ Lists This weekend, Catalog Choice added the 400,000th member to its database of consumers who have asked to be removed from catalog mailing lists. Direct marketers and the DMA have taken notice.
Launched in October by the Ecology Center and endorsed by the National Wildlife Federation and the Natural Resources Defense Council, the nonprofit Catalog Choice (http://www.catalogchoice.org/) is among a handful of new services that have popped up in the past year to help consumers reject unwanted direct mail. Environmental concerns have helped fuel that desire. A headline on the Catalog Choice home page exhorts consumers to “Simplify your life and save natural resources.”
Responding to the popularity of such sites, the Direct Marketing Association has beefed up it own opt-out service, called Mail Preference Service (MPS), which has been available to consumers for many years and enables them to opt out of direct mail.
Last month, the DMA did away with the $1 fee it previously charged consumers for registering with MPS, and it enhanced the service so that consumers can now opt out of particular catalogs and brands individually. Previously, the DMA service only gave the option of opting out of all commercial mail.
“We improved the site to allow the capability to opt in and opt out of individual brands,” said Steve Berry, exec VP-government affairs and corporate responsibility at DMA. “We upgraded the site so you can do that via the Internet.”
In addition, preferences are updated more frequently these days. “We also now require all our members to run their lists against the MPS list every month instead of every 90 days,” Berry said.
Berry readily admits the changes were made in response to new groups such as Catalog Choice.
“It is in response to these groups that have popped up, as well as surveys we’ve done,” he said. “Consumers say they want more choice and they also want to make eco-friendly choices. It was a wake-up to the industry. There is pent-up demand out there. As direct marketers, it is our job to listen to the consumer.”
George Ittner, president of apparel catalog The Territory Ahead, said third-party opt-out providers are not only unnecessary but confuse the process.
“I think we provide a valuable service to the consuming public by printing catalogs containing quality merchandise for their selection or rejection,” he said. “They can contact us directly or through DMA. Why should we have third parties that want to pile on?”
One of Ittner’s concerns about third parties is data integrity.
"I think Catalog Choice is confusing, and there are issues in my mind about the integrity of their data,” he said. “What are they doing with the names that they get? Are they using them for marketing purposes?” Ittner also said he is concerned about how marketers can verify that the names provided by these third parties are legitimate.
A database industry source said catalog merchants such as Ittner are taking different approaches when it comes to services like Catalog Choice. “Some are processing the opt-outs, but many aren’t because they don’t trust the data and its integrity,” said this observer, who asked to remain anonymous. Another worry is that Catalog Choice and others are sending address information through e-mail, which “is not a secure mode of transmission for sensitive data,” according to the source.
DMA agreed, noting that third-party opt-out lists are neither verified nor authenticated, and that there is no explicit promise from the third parties that consumer address data will not be used for marketing purposes.
But the DMA will need to react quickly if it hopes to avoid a repeat of the National Do-Not-Call Registry, one of the most popular pieces of legislation in recent history. At the time, observers said marketers and the DMA were too slow to react meaningfully to consumer complaints and paid the price in the form of a federal law. Currently, nine state legislatures are considering bills that would create state-run do-not-mail registries.
Meanwhile, a pro direct mail group that is part of the DMA called Mail Moves America is working with state business groups and communicating with legislators about the importance of direct mail for consumers, businesses and the economy in order to lobby against the creation of a do-not-mail list.
Reprinted from BtoB Online Magazine (www.btobonline.com).
The Rules of Role Playing
It never fails... I am training a new sales person for Mail Print and s/he will say something to the effect, "Gina, whenever I role play with you I get so nervous. I really do a great job when I'm with clients." I generally think a couple things and I don't always tell them:
I know, I'm the boss and I do make people nervous, sometimes on purpose. You know why? Because if they are nervous with me, they will be better prepared for that tough client.
Would you ever in a million years walk on to a stage and not rehearse your lines? Why in the world would you ever let a staff member in front of a client (or on the phone with a client) with out role playing and rehearsing?
Now, that's a bosses perspective. Let's look at the sales person who wants to be successful.
It's utterly amazing to me the number of sales people who think they don't need to practice their scripts. Really? Who are you kidding. The best sales people no matter the industry have an arsenal of scripts they use each day. The best sales people carefully write and craft their scripts.
Use these rules to rehearse your scripts and make role playing a beneficial activity:
- I intend to make you nervous. If you are nervous with me, perhaps you will be better prepared for that overbearing prospect.
- If you face your fears and conquer them you are better.
- The last thing I think, "get over it", this is about business and about making money. I'm not your mom, I'm your boss and you don't get to make money until you please me.
I know, I'm the boss and I do make people nervous, sometimes on purpose. You know why? Because if they are nervous with me, they will be better prepared for that tough client.
Would you ever in a million years walk on to a stage and not rehearse your lines? Why in the world would you ever let a staff member in front of a client (or on the phone with a client) with out role playing and rehearsing?
Now, that's a bosses perspective. Let's look at the sales person who wants to be successful.
It's utterly amazing to me the number of sales people who think they don't need to practice their scripts. Really? Who are you kidding. The best sales people no matter the industry have an arsenal of scripts they use each day. The best sales people carefully write and craft their scripts.
Use these rules to rehearse your scripts and make role playing a beneficial activity:
- Prepare your stand in client -- give her a list of the most common objections you receive. Let her know exactly what you are having problems with so she can present a realistic experience.
- Always close the sale -- make sure your stand-in client knows that she should be tough on you, but should always allow you to close the sale. Reality is that in most instances we experience a relatively positive interaction with a prospect, but in most role playing sessions you end up with the hardest client on the planet. Role play in a realistic manner and end on a positive note -- close the sale.
- If you sell via phone (or set appointments) be sure that you do not look at your stand-in client. If possible, call her. If you sell face to face, then try to create as realistic environment as possible for your rehearsal time.
- Have actual samples, products and contracts so you can go through all the steps needed to insure a realistic experience.
- Record or video tape your rehearsal and go back for careful review. Everyone hates watching or listening to herself. Think for a minute, would you ever send out a big proposal without having someone proofread it... don't go another day without proofreading your sales approach - otherwise you may never get to prepare that proposal.
Use these rules for your role playing and you will have a positive experience. You'll close more deals and make more money.
After all, is that what business is all about?
What to say about the COMPETITION
I love competition... well not really... except that a good competitor makes you that much better. I think we would all agree that life would be much easier if we were the only one in a business offering a particular product - but then life would be boring.
With that said, what do you say about your competitors? Do you diss them? Do you tell everyone why they don't measure up to you? Or, do you tell people that Competitor X is a great company with a great product?
How you talk about your competitors is a direct reflection on you. AND, your competitor may be your prospect's favorite vendor - maybe even their best friend.
When I am working on scripts for my staff - which by the way if you don't know I am a big believer is scripting as many conversations as you can in your business - I always write around the fact to never dog a competitor.
"XYZ is a great company. Many of my clients use to do business with them. What we offer is different - I know it might look the same - but our clients tell us it is much different. Tell me this, if I was to start telling you all the great things about Mail Print what would be the one thing that might make you think about making a change?"
This is a great way to learn the weaknesses of your competitors AND to not come off looking like a classless jerk.
So... what do you say about your competitors... what can you learn from them... AND what do you respect about their business, product or service? Figure out what they are doing well and what they are doing poorly and make the needed changes in your business and your sales pitch.
With that said, what do you say about your competitors? Do you diss them? Do you tell everyone why they don't measure up to you? Or, do you tell people that Competitor X is a great company with a great product?
How you talk about your competitors is a direct reflection on you. AND, your competitor may be your prospect's favorite vendor - maybe even their best friend.
When I am working on scripts for my staff - which by the way if you don't know I am a big believer is scripting as many conversations as you can in your business - I always write around the fact to never dog a competitor.
"XYZ is a great company. Many of my clients use to do business with them. What we offer is different - I know it might look the same - but our clients tell us it is much different. Tell me this, if I was to start telling you all the great things about Mail Print what would be the one thing that might make you think about making a change?"
This is a great way to learn the weaknesses of your competitors AND to not come off looking like a classless jerk.
So... what do you say about your competitors... what can you learn from them... AND what do you respect about their business, product or service? Figure out what they are doing well and what they are doing poorly and make the needed changes in your business and your sales pitch.
Ask for the Referral
When I ask sales people where most of their business comes from the number one answer is always REFERRALS. So the question is, do you have a specific action plan for obtaining those referrals?
When I ask that second question sales people look at me with a blank look; so the answer is obviously no.
You need to come up with a specific plan to obtain referrals and it needs to be plan that you can work each and every day. As a real estate agent you can harvest referrals from a number of places:
Growing up my daddy always said, "Gina, if you don't A-S-K you don't G-E-T." As sales people we learn to ask for the sale, but, too often we forget to ask for the referral. Do whatever you need to do to REMIND yourself to A-S-K.
When to A-S-K...
Asking starts early. Sales people always tell me, I ask after I have had a successful transaction. When you first meet with a prospect start laying the ground work for that referral. You might say something like, "I know it is too early to ask you for a referral to your friends, but I want you to know that when the time is right I would appreciate you sharing my name with them." You want to get your new clients comfortable with sharing your name with their contacts.
Say thank you...
Too often we fail to properly and personally thank those that support our business. While an email is nice, and even flowers or a gift are lovely, most people appreciate a personally handwritten note... AND, I do mean personally handwritten. In the age of easy electronic ordering and such the handwritten note garners a great deal of attention.
So what's your plan?
When I ask that second question sales people look at me with a blank look; so the answer is obviously no.
You need to come up with a specific plan to obtain referrals and it needs to be plan that you can work each and every day. As a real estate agent you can harvest referrals from a number of places:
- Friends and Family Members - these are people that know and love you AND are happy to help you succeed.
- Clients - these are people that have experienced your professionalism first hand and can easily vouch for you.
- Referral Sources - these are people who have access to the people you want to meet. They might be well connected individuals who you can befriend and become friends with.
Growing up my daddy always said, "Gina, if you don't A-S-K you don't G-E-T." As sales people we learn to ask for the sale, but, too often we forget to ask for the referral. Do whatever you need to do to REMIND yourself to A-S-K.
When to A-S-K...
Asking starts early. Sales people always tell me, I ask after I have had a successful transaction. When you first meet with a prospect start laying the ground work for that referral. You might say something like, "I know it is too early to ask you for a referral to your friends, but I want you to know that when the time is right I would appreciate you sharing my name with them." You want to get your new clients comfortable with sharing your name with their contacts.
Say thank you...
Too often we fail to properly and personally thank those that support our business. While an email is nice, and even flowers or a gift are lovely, most people appreciate a personally handwritten note... AND, I do mean personally handwritten. In the age of easy electronic ordering and such the handwritten note garners a great deal of attention.
So what's your plan?
Why Wait???
I've been on a quest. Since April 1st I've been exercising. Actually for about the last year I've been exercising somewhat regularly. Then April 1st I decided to work with a trainer, Doug Slinker. Doug's a great guy, but I still hadn't really "owned" that exercise was important to me.
Until that is, I decided to set a goal. This goal is not about weightloss or dropping a pant size. This goal is about behavior.
I heard the story of Mike Norris, CEO of Talent Secure. Mike was injured a few years ago and basically told he'd never walk again. Mike set out on a quest and not only regained his mobility, but made a commitment to exercise each and EVERY day. Mike travels the world for business and always makes sure that no matter where he is on the planet, based on east coast US time he gets in a workout during each 24 hour time period.
Mike's gone over 1000 days without missing a workout! Isn't that amazing?
So my goal is to workout everyday from Thanksgiving to Christmas 2007. Today is day 19 and I've consistently been able to get in my workouts.
Admittedly, some days are more intense than others - like the days I work out with Doug - but the reality is that I've set a personal goal and I'm working towards it.
What's your goal? What do you think you want to do in the New Year and why are you waiting? Get started now. What are you waiting for?
Remember the best way to eat an elephant is to do so one bite at a time. Set a behavior goal that will get you to your ultimate goal - whether that goal is to lose 20 pounds or sell 50 houses. You have to create habits and behaviors.
After I hit Christmas, I think I'll shoot for Valentines Day... not a huge jump, but each holiday, each day, and each workout takes me one step closer to my goal.
Until that is, I decided to set a goal. This goal is not about weightloss or dropping a pant size. This goal is about behavior.
I heard the story of Mike Norris, CEO of Talent Secure. Mike was injured a few years ago and basically told he'd never walk again. Mike set out on a quest and not only regained his mobility, but made a commitment to exercise each and EVERY day. Mike travels the world for business and always makes sure that no matter where he is on the planet, based on east coast US time he gets in a workout during each 24 hour time period.
Mike's gone over 1000 days without missing a workout! Isn't that amazing?
So my goal is to workout everyday from Thanksgiving to Christmas 2007. Today is day 19 and I've consistently been able to get in my workouts.
Admittedly, some days are more intense than others - like the days I work out with Doug - but the reality is that I've set a personal goal and I'm working towards it.
What's your goal? What do you think you want to do in the New Year and why are you waiting? Get started now. What are you waiting for?
Remember the best way to eat an elephant is to do so one bite at a time. Set a behavior goal that will get you to your ultimate goal - whether that goal is to lose 20 pounds or sell 50 houses. You have to create habits and behaviors.
After I hit Christmas, I think I'll shoot for Valentines Day... not a huge jump, but each holiday, each day, and each workout takes me one step closer to my goal.
Customer Relationship Management - Do you really know your clients?
CRM, or Customer Relationship Management is a huge term and focus for large marketing groups everywhere. I've actually been doing a great deal of presenting on the topic. Unfortunately when I talk about CRM to real estate agents I get blank stairs.
You see, I believe real estate agents think they are different. They think their industry is different. And, they think that what works in other industries doesn't really apply to them. I'm about to share the truth...
Guess what... Real Estate agents aren't that different than any other sales or marketing person. You have clients... You have a product to sell - houses... You get paid when something sells... AND you get REFERRALS.
Customer Relationship Management is about getting to know your clients AND making sure that your clients know you throughout their life. YES, throughout everyone's life.
In a National Association of Realtors survey -- 89% of all homebuyers do not remember the name of their agent just 12 months after the sale! That is insane.
Did you know an average midwest client is worth about $51,000 in commissions throughout their lifetime? Check out the chart below:
Think about it... you plan to be in real estate for a long time. It's a great career. A lot of hardwork, but you meet great people, have lots of flexibility and have the opportunity to make great money.
The challenge that agents have is that while they are looking for the next deal, they forget that the last deal is actually where the real money gets made. Virtually every agent (and every salesperson for that matter) tells me that their best source of business comes from REFERRALS. When you receive a single referral from a client, you need to be thinking... "that client just gave me $51,000!."
Make CRM a part of your life... a part of your business plan. Decide that your job is no longer to go out and just sell real estate. Your job is to get to know your clients so well that they know you so well they don't just come to you for their real estate needs, they refer you again and again.
You see, I believe real estate agents think they are different. They think their industry is different. And, they think that what works in other industries doesn't really apply to them. I'm about to share the truth...
Guess what... Real Estate agents aren't that different than any other sales or marketing person. You have clients... You have a product to sell - houses... You get paid when something sells... AND you get REFERRALS.
Customer Relationship Management is about getting to know your clients AND making sure that your clients know you throughout their life. YES, throughout everyone's life.
In a National Association of Realtors survey -- 89% of all homebuyers do not remember the name of their agent just 12 months after the sale! That is insane.
Did you know an average midwest client is worth about $51,000 in commissions throughout their lifetime? Check out the chart below:
Think about it... you plan to be in real estate for a long time. It's a great career. A lot of hardwork, but you meet great people, have lots of flexibility and have the opportunity to make great money.
The challenge that agents have is that while they are looking for the next deal, they forget that the last deal is actually where the real money gets made. Virtually every agent (and every salesperson for that matter) tells me that their best source of business comes from REFERRALS. When you receive a single referral from a client, you need to be thinking... "that client just gave me $51,000!."
Make CRM a part of your life... a part of your business plan. Decide that your job is no longer to go out and just sell real estate. Your job is to get to know your clients so well that they know you so well they don't just come to you for their real estate needs, they refer you again and again.
Building your online brand with words
I came across the article below by Rick Sloboda. I think it is great and there is no way I could do better.
Written by Rick Sloboda
Wednesday, 17 October 2007
Building your online brand with words
By Rick Sloboda
What you write is what you are, especially on the Web.
Yet many business owners only relate their online brands to logos and design, discounting the power of the written word.
Your business communicates its brand with every word you use on your website. Through language, we conceive a personality, set a tone and create expectations - for better or worse.
When communicating in person you have the luxury to receive verbal feedback, along with body language and facial expressions, in real time. And you can react accordingly. Your prospects also have the prerogative to peer into your eyes to decide if they trust you and accept what you're telling them.
However, when potential clients visit your website, they don't have the same opportunity to size you up. Your online visitors can't look you in the eye, so they look into your words to help them decide if they trust your brand, your business and you.
All words are not created equal
The words you use on your website should project the personality of your products, services and business. Your words must form and foster a clear verbal identity, reflecting who you are and strive to be. They signify what you stand for and promise to deliver.
Consider the auto industry, with the following samples from manufacturers' websites:
"Enjoy bold, spirited styling with an air of sleek confidence. A distinctive radiator grille nose hints at the power that lies beneath the hood. The highly characteristic tail, with dual tailpipes will put a look of awe on the faces of all those you leave in the dust. The SLK-Class is the ultimate combination of classic sporty personality and effortless poise and assurance."
Mercedes positions itself to be the ultimate luxury vehicle.
"Do bear in mind that 0-100 km/h in 5 seconds limits your chances of actually spotting the BMW M Coupe on the road. For that you can thank a 330 hp in-line six engineered to peak at an astounding 7,900 rpm. Raw power is unleashed precisely through a short-throw, 6-speed manual and is kept in-check by massive compound, cross-drilled brakes."
BMW boasts performance.
"Preventative safety features like Dynamic Stability and Traction Control (DSTC) help you, the driver, avoid accidents by evading them. And nothing is safer for you than no accident at all. So every Volvo is equipped with a variety of innovative preventative safety features, many of which are, of course, uniquely Volvo, developed by Volvo safety engineers over years of research, design and testing, both in the laboratory and the real world."
Volvo purposely remains synonymous with safety.
Each individual message builds on its brand to create distinctiveness and value in a bid to engage the targeted audience. Hence, the words Mercedes, BMW and Volvo choose directly impacts their respective bottom lines.
What does your brand stand for?
Your words need to define who you are and what you sell, catering specifically to your target market's needs. Moreover, your web copy requires a distinct and consistent voice that expresses the value of the relationship you're seeking, accompanied by assurance. Only then can it truly forge an emotional connection with your prospects and established customers alike.
To build your brand with words, your web copy needs to take into account:
Recognize the gaps between the two points and how they measure up to where you want to be.
The difference needs to be made up through your communications - from your policies, to packaging, to your web copy.
Following are some key elements to help foster a relationship between your brand and your audience:
Word association
What are your core strengths? What do you promise customers? Invest time to determine what you're good at, thus, focusing on your strengths. Your words then in turn establish a relationship with the customer by offering functional, emotional or self-expressive benefits.
Image
Your words have the ability to sway consumers to associate certain attributes to your brand. This can shift how you fit relative to competitors in your marketplace, potentially altering who you compete with. Some ingenuity can set you apart from the others to the point you can actually make your competition appear bland.
Character
Your words should take into account where you come from, who you are and what you stand for. This is your guiding light. Be authentic. One step outside your character could tarnish your integrity.
Culture
Your words should reflect the values that give life to your business. While you don't need to list your core values, your words should draw on this symbolic frame. Ensure that it resonates in and around your business.
Personality
Your web copy needs to bring to light your business' human characteristics, including everything from age to class to personality traits. Get creative with delivery. For instance, many businesses post employee photos on websites. But why not actually quote employees in your web content? It's a great way to "put a human face" to your company and promote your own as industry experts.
Spirit
Do your words represent the emotional elements and values of your business? Demonstrate commitment and authenticity to create a spirit that's not only engaging, but contagious.
Choose your words wisely
Make your words count. Failure to do so could result in a blotched brand. A confused customer equals a missed opportunity.
Never neglect the fact that words are the foundry of communication. They help us express, understand and learn. They are invaluable to influencing your audience's decision-making process and loyalty.
Editor's note: Business owners should check out The Big Makover, an event that promises to transform your company is just four days.
Reprinted with permission © http://www.webcopyplus.com/
Written by Rick Sloboda
Wednesday, 17 October 2007
Building your online brand with words
By Rick Sloboda
What you write is what you are, especially on the Web.
Yet many business owners only relate their online brands to logos and design, discounting the power of the written word.
Your business communicates its brand with every word you use on your website. Through language, we conceive a personality, set a tone and create expectations - for better or worse.
When communicating in person you have the luxury to receive verbal feedback, along with body language and facial expressions, in real time. And you can react accordingly. Your prospects also have the prerogative to peer into your eyes to decide if they trust you and accept what you're telling them.
However, when potential clients visit your website, they don't have the same opportunity to size you up. Your online visitors can't look you in the eye, so they look into your words to help them decide if they trust your brand, your business and you.
All words are not created equal
The words you use on your website should project the personality of your products, services and business. Your words must form and foster a clear verbal identity, reflecting who you are and strive to be. They signify what you stand for and promise to deliver.
Consider the auto industry, with the following samples from manufacturers' websites:
"Enjoy bold, spirited styling with an air of sleek confidence. A distinctive radiator grille nose hints at the power that lies beneath the hood. The highly characteristic tail, with dual tailpipes will put a look of awe on the faces of all those you leave in the dust. The SLK-Class is the ultimate combination of classic sporty personality and effortless poise and assurance."
Mercedes positions itself to be the ultimate luxury vehicle.
"Do bear in mind that 0-100 km/h in 5 seconds limits your chances of actually spotting the BMW M Coupe on the road. For that you can thank a 330 hp in-line six engineered to peak at an astounding 7,900 rpm. Raw power is unleashed precisely through a short-throw, 6-speed manual and is kept in-check by massive compound, cross-drilled brakes."
BMW boasts performance.
"Preventative safety features like Dynamic Stability and Traction Control (DSTC) help you, the driver, avoid accidents by evading them. And nothing is safer for you than no accident at all. So every Volvo is equipped with a variety of innovative preventative safety features, many of which are, of course, uniquely Volvo, developed by Volvo safety engineers over years of research, design and testing, both in the laboratory and the real world."
Volvo purposely remains synonymous with safety.
Each individual message builds on its brand to create distinctiveness and value in a bid to engage the targeted audience. Hence, the words Mercedes, BMW and Volvo choose directly impacts their respective bottom lines.
What does your brand stand for?
Your words need to define who you are and what you sell, catering specifically to your target market's needs. Moreover, your web copy requires a distinct and consistent voice that expresses the value of the relationship you're seeking, accompanied by assurance. Only then can it truly forge an emotional connection with your prospects and established customers alike.
To build your brand with words, your web copy needs to take into account:
- Existing perceptions of your products, services and company
- The actual position you currently occupy on these fronts
Recognize the gaps between the two points and how they measure up to where you want to be.
The difference needs to be made up through your communications - from your policies, to packaging, to your web copy.
Following are some key elements to help foster a relationship between your brand and your audience:
Word association
What are your core strengths? What do you promise customers? Invest time to determine what you're good at, thus, focusing on your strengths. Your words then in turn establish a relationship with the customer by offering functional, emotional or self-expressive benefits.
Image
Your words have the ability to sway consumers to associate certain attributes to your brand. This can shift how you fit relative to competitors in your marketplace, potentially altering who you compete with. Some ingenuity can set you apart from the others to the point you can actually make your competition appear bland.
Character
Your words should take into account where you come from, who you are and what you stand for. This is your guiding light. Be authentic. One step outside your character could tarnish your integrity.
Culture
Your words should reflect the values that give life to your business. While you don't need to list your core values, your words should draw on this symbolic frame. Ensure that it resonates in and around your business.
Personality
Your web copy needs to bring to light your business' human characteristics, including everything from age to class to personality traits. Get creative with delivery. For instance, many businesses post employee photos on websites. But why not actually quote employees in your web content? It's a great way to "put a human face" to your company and promote your own as industry experts.
Spirit
Do your words represent the emotional elements and values of your business? Demonstrate commitment and authenticity to create a spirit that's not only engaging, but contagious.
Choose your words wisely
Make your words count. Failure to do so could result in a blotched brand. A confused customer equals a missed opportunity.
Never neglect the fact that words are the foundry of communication. They help us express, understand and learn. They are invaluable to influencing your audience's decision-making process and loyalty.
Editor's note: Business owners should check out The Big Makover, an event that promises to transform your company is just four days.
Reprinted with permission © http://www.webcopyplus.com/
What’s the very best way to get referrals? Ask for them!
Many businesspeople are uncomfortable asking for referrals, but their discomfort is unfounded. Asking for referrals is simple and vital to the success of your business. People often give what you ask for, and those who refer once can and will refer many more times if prompted to do so.Research shows that the average person has an immediate circle of influence of fifty-two other people. However, the average satisfied customer only tells three other people about the satisfactory experience. Getting that person to tell fifty instead of three takes action on your part. And that action needs to focus on giving appreciation and recognition.
When a satisfied customer sends someone to you, you should immediately thank them. This should include a phone call or thank you card at a bare minimum. A gift is usually appropriate and effective. The gift should be something you don’t normally sell (good examples are steaks, clocks, books, small electronic devices, etc.), and it should be different with each referral from the same source. The positive impact this can make is impressive.
Not sending thanks can have just as impressive of a negative effect. It could mean you don’t get any more referrals from that source.
One great way to stimulate more referrals is the second party gift certificate. As a way to encourage referrals, you give your regular customers a ten-dollar gift certificate that is redeemable only by a second party. They address and send it over to a friend. Your client gets to give a free gift certificate to a friend, and you get a referral. This works extremely well in just about any retail business, service business, restaurant, store, etc.
Then just wait for the referred customers to come in. And be sure to send some sort of recognition to your client who gave the referral.
-Gina
Eleven Ways to Make a Better Brochure
Your personal brochure is an important part of your marketing plan since it serves as an introduction to prospective clients. Your brochure should clearly state your business’s name, the services you supply, and contact information. It also works as a reminder to past clients that you are still there when they need you.You want your brochure to be visually attractive and up-to-date. If it is outdated, simply ugly or shoddy looking, the customer will have a negative impression of your business. If you want your clients to see you in a professional light, then you need to present a professional appearance.
Here are some simple rules to follow when creating a brochure:
1) Determine what you want your brochure to achieve. The look, feel and content of your brochure should be determined by the job it must do. Your brochure can be a company overview, a door opener for sales calls, or a reminder to past clients.
2) Keep it simple. Copy should be to the point. It should also be written at a difficulty level appropriate to the audience, erring on the side of simplicity. For general purposes, a 5th grade level is sufficient. When speaking to a group that utilizes jargon, such as lawyers or engineers, the vocabulary of the profession is appropriate.
3) Sell the benefits. Assume the reader is saying, “So what?”Always focus on what you have that benefits the user. Benefits sell; features don’t.
4) Promote service promises. Do you make a unique promise to your clients, such as "we'll sell it in 40 days or but it ourselves"? Promote that promise, relating it to reliability.
5) Include a brief personal history. Establish credentials and credibility.
6) Include testimonials. Good references work wonders. A good testimonial gives your company instant credibility, shows you have an established clientele, creates a common bond with the user, promotes you in a voice not your own, and overall raises you to a higher level of expertise.
7) Promote your unique and special expertise. What do you do that no one else does? In what ways do you lead your industry? What makes you special or different?
8) Avoid clichés and trendy buzz words. All corporations today are “committed to excellence.” Speak plain English and stick to information that means something. People will tune out the business buzz words, so don’t waste the space in your brochure on them.
9) Avoid showing pictures of your staff. A staff picture may look nice, but it does little to show why someone should do business with your company. It also becomes outdated once someone makes a career change, you bring on new staff, or when hair and clothing styles change.
10) Be politically correct. Unless you want to field constant complaints, be sure your brochure is politically correct. There are many people out there just looking for a chance to complain about a real or imagined slight. Do not attract their attention. Remember that your brochure is a tool for generating business, not for expressing political, social or religious views.
11) Keep your brochure focused on your main points. What exactly do you want your prospect to know about your company? Tell them that. Let your sales people fill in the details.
Check out samples of brochures and other personal branding pieces created by Mail Print.
-Gina
Why Quality and Quantity Matter in Marketing
You’ve heard the old adage: in order to make money, you have to spend money. And it’s certainly true when talking about real estate marketing. More and better quality marketing sent out means more and better exposure that results in a greater return on your investment.Ask Important Questions
It’s important to keep in mind what you really want out of your marketing dollars when you plan your campaign. Then market and budget for your desired response.
Ask yourself:
- What unique services and benefits do I provide?
- Who will see my message?
- What image do I want to project?
- How much money do I need to spend to meet my goals?
- How much are my competitors spending?
- What are my goals?
Marketing is an Investment
One of the most important things to remember when budgeting for your marketing plan is that it’s an investment. The majority of the cost for any marketing plan is spent up-front, which can be daunting. However, the effects of your campaign are long-lasting and spread out over the life of your marketing piece.
It’s vitally important to any marketing plan to stick to it once it’s been implemented. As with any long-term investment, you have to be prepared to let the plan do what you intended it to do. Research shows that a campaign can take two to four months to really show results. When you're marketing to people with no prior relationship with you, such as a farm area, it may take 1-2 years to see real results. Repetition and patience is key.
Be Seen and Be Seen Often
Bottom line: It’s about quality and quantity. Your marketing budget is a critical part of your business growth. And there’s a viable marketing plan for you no matter how much money you have available. You just have to budget wisely to meet your marketing goals:
- Know your target audience and market to them.
- Create and use a consistent campaign.
- Be clear and concise with your information and offers.
- Stand out with quality design and copy.
Using Customer Stories to Sell
Testimonial marketing is a powerful tool for any business or entrepreneur. It is the most effective way to build credibility in the eyes of your prospective customer. There are two principal applications of this concept that every business should utilize:1. Geographic target market
2. Customer category target market
Suppose ABC Real Estate Team has helped many people with their first home purchase. A good strategy for the ABC Team would be to target renters and recent college graduates in their market with a mailing telling them success stories from first-time home buyers who used their services.
They could include pictures of their clients, lists of the services provided them, and direct testimonials from those clients. The ABC Team can provide compelling evidence that they know how to handle the needs of first-time home buyers, so they should use it. This is customer category marketing. One first-time home buyer leads to another.
Now let’s also assume that ABC Real Estate Team has a number of loyal clients from the same neighborhood. Wouldn’t it make sense for ABC to contact the other residents in that neighborhood and show them what great work ABC done for their former neighbors? Often, prospective clients can best judge you by the customers you already have.
This doesn’t mean that telling a prospect that you have 200 or however many clients and that you do over a million dollars in business every year will be effective. Simple facts and figures will be forgotten quickly. What you need to do is give specifics. Tell your prospect the true success stories of your business. More importantly, tell them the true success stories of your clients.
So if ABC Real Estate Team sends mailers to their geographic target market detailing how they’ve helped their clients sell their homes 20 days faster than the competition, and they send mailers to all the residents of the neighborhood ABC specializes in, they should see some high-quality leads generated.
By utilizing testimonial marketing and specific stories of client success, ABC shows a real value in their service. And that’s what will bring in the new clients. Use this strategy in your marketing efforts and watch the business come in!
Gina
8 Tips for Effective Newsletters
Newsletters are a great way to keep in touch with clients and to keep your name fresh in their minds. A good newsletter also builds credibility, image, and relationships. Follow these 8 guidelines to have an enjoyable newsletter for your clients.1. Have a Plan
Your newsletter should have a purpose. Set objectives and have a defined audience. These will help you frame the type of material to include.
2. Stick to a Schedule
Decide how often the newsletter should be published. Be realistic. It’s better to increase the number of issues than to decrease it. It is wise to begin with a quarterly or bimonthly piece.
Stick to the schedule you’ve decided on. Set deadlines and make sure you hit them. Give yourself some cushion time just in case. After just a few issues, your audience will start to expect and look forward to your piece.
3. Choose Your Offering
There are two ways to produce a newsletter. You can produce it yourself, or you can hire professionals to do it for you. Doing it yourself of course gives you more direct control over content, but also takes up more of your time. You will need to balance the benefits of time saved using professional quality writing against costs.
4. Gather Information
If you are producing your own content, there are numerous sources for material. Solicit information from customers, suppliers, consultants, and employees. Look in business, trade, professional, and government publications.
5. Have Relevant Information
Don’t waste your clients’ time with puffed-up sales hype. Include useful facts and advice that will help your clients be well-informed consumers.
Things to include: case studies on clients using your product or service (get their permission first), trends in the industry, new product/service information, quizzes, humor or cartoons, quotes, quick tips and information on how to obtain a free consultation or more information.
6. Stimulate Feedback
The newsletter is a one-way communication tool. It is important to stimulate feedback to help make the piece more useful. Write about items that require people to call you for more details. Offer free advice. Make it easy for them to respond. Have an 800 number to call, an easy to use fax form, or e-mail and web addresses.
7. Keep It Friendly and Brief
Your writing style should be personal and relaxed. Keep stories short at less than half a page each. If the reading is easy and enjoyable, your customers will read the newsletter.
8. Make It Mandatory
Make sure any staff members read the newsletter. They need to be current with any information written, especially when customers may call for more information.
Newsletters are most successful when they offer practical information. They should not be viewed as advertising pieces. Keep the newsletter’s purpose in mind: building your image and causing people to want to work with you.
At Mail Print, we have several types of newsletters so you can decide the amount of time you want to devote to your newsletter. Our bimonthly Home Talk newsletters have an eye-catching design and content focused on home maintenance and beautification. We also have many newsletter templates that allow you to insert your own text for more involved newsletters. Please give us a call at 1.800.660.0108 for samples or more information.
Gina
Do something...
I grew up with a lot of positive affirmations. One that resonates with me is, "Do something, even if it is wrong, but by god do something."
I haven't always realized how really powerful that statement is. My dad's point as he would share that with us was really about action. You can't solve a problem by complaining about it so you might as well do something about the problem because doing nothing is getting you nowhere.
When I first started my official mentoring relationship with Cheryl Womack, who if you don't know her off hand just Google her name and you will be impressed, she continuously asked me a similar question.
You see every two weeks Cheryl gave me two hours of her time to talk through the many challenges I was facing in our business. With each story she would ask me, "So Gina, what are you going to do about it?"
Between my dad and Cheryl I have come to the conclusion that sitting still doesn't work. So, as you ponder the current real estate market and as you find yourself tempted to sit in the office kitchen and participate in the morning gripe session - and you know what I'm talking about - remember these two quotes and change your actions...
Do something... even if it's wrong, but by god do something.
and
So, what are you going to do about?
Good luck and make it a great day!
Gina
I haven't always realized how really powerful that statement is. My dad's point as he would share that with us was really about action. You can't solve a problem by complaining about it so you might as well do something about the problem because doing nothing is getting you nowhere.
When I first started my official mentoring relationship with Cheryl Womack, who if you don't know her off hand just Google her name and you will be impressed, she continuously asked me a similar question.
You see every two weeks Cheryl gave me two hours of her time to talk through the many challenges I was facing in our business. With each story she would ask me, "So Gina, what are you going to do about it?"
Between my dad and Cheryl I have come to the conclusion that sitting still doesn't work. So, as you ponder the current real estate market and as you find yourself tempted to sit in the office kitchen and participate in the morning gripe session - and you know what I'm talking about - remember these two quotes and change your actions...
Do something... even if it's wrong, but by god do something.
and
So, what are you going to do about?
Good luck and make it a great day!
Gina
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