5 tips to generate hot real estate leads as temps chill with nadine printerbees.com 11 13_2
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5 tips to generate hot real estate leads as temps chill with nadine printerbees.com 11 13_2

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As temperatures dip, selling homes becomes fewer and farther in between. That doesn't mean real estate agents should take the next few months off until temperatures thaw. Nadine Larder from ...

As temperatures dip, selling homes becomes fewer and farther in between. That doesn't mean real estate agents should take the next few months off until temperatures thaw. Nadine Larder from PrinterBees.com joins us for this real estate exclusive marketing webcast to talk about how Realtors can generate hot leads as temperatures chill.

Attendees will come away from this webcast with know-how on:

• The marketing tactic that builds lasting relationships
• The biggest mistake more than half of all realtors make
• Effective copy and creative tips

Attendees will also come away with the three most important marketing and real estate tips.

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  • Nadine is the CEO and founder of PrinterBees. She is a licensed real estate agent in California and has been in and around real estate since the early 80’s as a teenager. Nadine practiced real estate and mortgage lending as part of a successful husband and wife real estate team and founded PrinterBees as a way to follow her passion for the marketing side of the business to help other agents get great at their marketing. <br /> She is releasing a book in January about her experiences in small business and how to build them. The book is titled “The Secrets I Share With Friends: Everything I know about small business”. You can connect with her on all of the major social networks. <br />
  • In addition, we think realtors are most successful when you have support. That’s why we created an online community called Cole Community, where with articles, a blog & other content including past webinars we think is interesting & is beneficial to small business owners like yourself. <br /> We invite you to take a look around, check out the site & use it as a resource for your needs. <br />
  • In addition, we think realtors are most successful when you have support. That’s why we created an online community called Cole Community, where with articles, a blog & other content including past webinars we think is interesting & is beneficial to small business owners like yourself. <br /> We invite you to take a look around, check out the site & use it as a resource for your needs. <br />
  • Nadine used to look through these books as a teenager when she worked in her father’s real estate office in the early 80’s. <br />
  • Let’s take a look at the housing snapshot right now: <br /> According to the latest report from the National Association of Realtors, After hitting the highest level in nearly four years, existing-home sales declined in September, but limited inventory conditions continued to pressure home prices in much of the country, <br /> Realtor Magazine just reported that Jumbo loans are now less than conforming loans. Wells is offering 4.125 on Jumbo and 4.5 on Conforming. <br /> With holidays coming, generate some buzz and get noticed by incorporating some or all of the following tactics: <br />
  • I wanted to provide some Home Buyer Statistics according to the 2012 National Association of Realtors <br /> On average, people search for a new home for 12 weeks & see roughly 10 homes. <br />
  • Here are some percentages of these would-be home buyers according to the 2012 National Association of Realtors— <br /> Information sources used in home search: <br /> Internet: 90% <br /> Real estate agent: 87% <br /> Yard sign: 53%6 <br /> Open house: 45% <br /> Newspaper ad: 27% <br /> Home book or magazine: 18% <br /> Source: 2012 National Association of REALTORS® Profile of Home Buyers and Sellers <br /> The reason I wanted to share these stats with you is yes, 90 percent search online for homes—but it’s still vital for these people to experience a home first-hand—in person. <br />
  • It also comes down to your mindset—what’s going on in your head during any day & time? <br /> Is it strong? Or do you need to pump it up a little bit? Let’s face it, we all deal with self doubt and negativity sometimes. The issue becomes when that’s all you think—identifty your negative thoughts & limiting beliefs hat are swirling in your head and ask your self—what’s the impact of that doubt? <br /> Come up with strategies to combat that self doubt. It may come down to limiting who you hang out with, what you watch or listen to in terms of news, etc. <br /> You need to recognize that when you start thinking these things, you need to figure out a strategy to overcome that self doubt—either by reading quotes, listening to energizing music and go into each conversation w/ optimist that you’ll get the appointment or close the sale <br /> Be confident in your ability as a real estate agent. <br /> Be sure you’re continuing to prepare, plan and refine your presentation, the marketplace, potential objections and any other “murphy’s law-isms” that can happen. In other words, if it can go wrong it will—be informed in what’s going on in the world of real estate & how you can capitialize on the current market conditions to your advantage. <br />
  • People are curious! They want to see the décor, the layout, any extras of their neighbors but are afraid ask to come in… <br /> So why not invite the neighbors to the open house? <br /> *Response rates on postcards is 3.99 with Center of influence compared to 1.72 with just a cold list (you have to be doing both) <br /> But you’re smart and know that one easy place to begin is with you’re the neighbors of your list listed/just solds. <br /> Why? <br /> Whether you’re aware of it/not you’ve going to build a relationship with these people <br /> They’ll be more receptive to your message—they’ve seen you at the open houses, they know you’re working for their neighbor, you’ve in essence, built a relationship with these people <br /> They’re also motivated to get an equally good neighbor into their home—an empty house or a bad neighbor who doesn’t keep up their home depreciates the value of the neighborhood itself <br /> They too may be looking to make a change—depending on where they’re at in life—either to a larger house or maybe they’re downsizing—you can help. <br />
  • People are curious! They want to see the décor, the layout, any extras of their neighbors but are afraid ask to come in… <br /> So why not invite the neighbors to the open house? <br /> But you’re smart and know that one easy place to begin is with you’re the neighbors of your list listed/just solds. <br /> Why? <br /> Whether you’re aware of it/not you’ve going to build a relationship with these people <br /> They’ll be more receptive to your message—they’ve seen you at the open houses, they know you’re working for their neighbor, you’ve in essence, built a relationship with these people <br /> They’re also motivated to get an equally good neighbor into their home—an empty house or a bad neighbor who doesn’t keep up their home depreciates the value of the neighborhood itself <br /> They too may be looking to make a change—depending on where they’re at in life—either to a larger house or maybe they’re downsizing—you can help. <br />
  • Lists go bad! They decay by as much as 2% each month : http://blog.netprospex.com/2013/01/07/resolve-to-have-a-better-contact-database-in-2013/ <br /> That doesn’t seem like much, right? <br /> Wrong! When you consider this: <br /> According to the USPS: 45 million Americans 17% of Americans move each year <br /> That’s about 1 out of 6 families moves into a new neighborhood <br /> The us bureau of labor statistics said 48 million people changed jobs in 2011 <br /> Not to mention human data entry errors which account for 25 % of data quality issues. <br /> That’s why when you’re sending out postcards or making phone calls using a list that’s 6 months or a year old, your data is wrong! <br /> Returned mail <br /> Disconnected phones <br /> Undelivered emails <br /> That’s why Cole X-Dates is unlimited—we want you to download a new list for every marketing campaign—because we know things change. <br /> So if you’re using a list that’s six months old—chances are—your information is only 88 % accurate. <br />
  • You can also build a referral list by finding the neighbors of your best customers by searching neighborhoods via a Google Maps technology or radius search. <br /> This is accurate, reliable information that’s easy to use. <br /> All you have to know if the customer’s last name, their house number and zip code—and you can clone your best customer. <br />
  • I thought with you all being in real estate and your appreciation for location, location, location, you might connect with my need to help you understand Repetition, Repetition, Repetition in marketing. <br /> Followed by Repetition is consistency and showing-up regularly. <br />
  • With only two seconds to get the attention of a prospect, your marketing needs to be sharp and make a good first impression. <br /> The USPS reports that the average American household gets 25 pieces of mail per week, which would add up to 100 per month. If you’re mailing once per month, you have a 1% chance of being remembered. That’s a big IF. <br /> When you factor in that we each see about 3000 marketing messages a day, the only way you’re going to be remembered and recognized is with repetition and a consistent marketing message. <br />
  • You will not come to mind with a one-time only marketing piece. You’re not a brand that’s recognizable or rememberable after one marketing piece. Can you recall the company name or persons name of the last Realtor who mailed to you one-time? Do you even remember what they look like if you were to see them in line at the grocery store? <br /> Without repetition, you will not be remembered. If you’re not remembered, you’re not going to get the listing. You have to list to last in real estate and the only way to get listings is with repetitive marketing to the right database. <br />
  • People move an average of once every five years, and the marketing you do to them four years before they decide to move will be long forgotten when they’re ready. You have to be present when they’re ready and it may take five years. <br /> Pizza’s are “quick decision” type sales. Mom and dad are tired, they get a coupon and it’s an instant and easy solution to a not so big problem. <br /> Moving is on a whole different level. <br /> Quick sale - one shot marketing isn’t going to work with real estate sales, you have to build trust and relationship over time. <br />
  • If you don’t plan to send a second or third, don’t waste your money on the first. I hate to see you wasting your hard earned money. One shot marketing doesn’t work. <br /> In the book Millionaire RE Agent, Gary Keller studied and followed the habits of Millionaire Agents and they all had one thing in common, consistent marketing. He found that these agents had an average of 33 touches per year with their sphere of influence, where they generated an average of 2 sales for every 12 people. One being a referral and one being a sale. (42% of agents were found based on referral according to NAR) <br /> 88% said they would use their agent again, the question is, will they be able to find you in five years? How many times will you have contacted them in a five year period? You have an 88% chance of getting their business. <br /> 2/3 of recent buyers only interviewed one agent before deciding. <br />
  • You can make $6300 selling one home for which a Little Caesars must sell 7000 pizza’s. <br /> They must be selling those 7000 pizzas for $5 each with almost 3B in sales and it’s all because of the investment in marketing “Pizza! Pizza!” Think about it, you wouldn’t know about Little Caesars if it weren’t for their marketing. <br /> The people in the area you want to sell real estate aren’t going to know about you, without the investment in marketing. <br />
  • The typical buyer in today’s market is about 42 years of age, the typical repeat buyer being 52 years of age. The repeat buyer is usually the person with the listing. Direct mail is the most effective method of marketing to people in this age group. It’s a slim win over email marketing, but there’s little competition in the mailbox, that competition is happening in the inbox. <br />
  • You can also build a referral list by finding the neighbors of your best customers by searching neighborhoods via a Google Maps technology or radius search. <br /> This is accurate, reliable information that’s easy to use. <br /> All you have to know if the customer’s last name, their house number and zip code—and you can clone your best customer. <br />
  • The DMA surveys, studies and measures marketing results for every marketing medium you can think of. They track which marketing mediums work best, which are the best investment, which provide the best return on investment and so on. <br /> In this years report, they found that postcard marketing and direct mail marketing are still at the top of the list for effectiveness. They found postcard marketing to be the best investment when it comes to the return you get. <br /> We are often asked what is best to send and according to the DMA, postcards win hands down. It makes sense when you think about it as a consumer. <br />
  • Examples of PrinterBees marketing <br />
  • Real estate is a relationship business <br /> People do business with people they know and trust <br />

5 tips to generate hot real estate leads as temps chill with nadine printerbees.com 11 13_2 5 tips to generate hot real estate leads as temps chill with nadine printerbees.com 11 13_2 Presentation Transcript

  • 1
  • Session Framework • Nadine Larder – CEO and Founder – Printerbees.com • Lora Ullerich – Digital media specialist – coleinformation.com 2
  • Established in 2008 • Cole Directory – Published in 1947 – “Blue Book” • The Goal Crisscross directory of addresses and • – Help Realtors® With Marketing Consistency phone • Provide numbers Services And Support Needed By Realtors® Affordable • • Invaluable information for: For Realtors® Produce Professional Marketing – Telemarketers • Services: Debt • – Designcollectors Law • – Print enforcement • • Today, web-based lead generation Promotional • for real estate agents Mailing • Complete Branding
  • Free e-magazine dedicated to providing Realtors® with valuable information and resources about marketing www.RealEstateMarketing.me Bottom Line: PrinterBees “gets” Real Estate
  • Then and Now • Cole Directory • Published in 1947 • “Blue Book” • Crisscross directory of addresses and phone numbers • Invaluable information for: • Telemarketers • Debt collectors • Law enforcement • Today, web-based lead generation for real estate agents 3
  • Online Community 4
  • 3 Most Important Things • Location • Location In Real Estate • Location 6
  • Housing Snapshot Session Framework Powerful, easy to use tool Just Listed/Just Sold search Virtually prospect from your desk Approach & offer Questions
  • Home Buyer Habits •12 weeks •10 homes Source: 2012 National Association of REALTORS® Profile of Home Buyers and Sellers 8
  • Home Buyer Habits By the Numbers (%) Home Search Info (source) • 90 • 87 • Internet • Real estate agents • 55 • 45 • Yard sign • Open house • 27 • Newspaper ad Source: 2012 National Association of REALTORS® Profile of Home Buyers and Sellers 9
  • Muscular Mindset •Identify your negative thoughts/limiting beliefs. •Have confidence in your skills. •Prepare, plan and continue to refine.
  • Target the Right People •Neighbors of just listed/just solds •Center of influence •FSBOs •Expireds
  • The Audience Matters •Keep in mind: •Average age •What’s their home worth •Length of residence
  • Up-To-Date MKGT List •45 million homeowners move each year •48 million workers switch jobs •Errors in human data entry
  • You Have a List… Now what?
  • 3 Most Important Things • Repetition • Repetition In marketing • Repetition 15
  • Repetition Affects Results •You have 2 seconds to get a prospect’s attention. •Twenty-five pieces of mail a week/100 per month. •One percent chance of being remembered out of pieces of mail. •3,000 marketing messages/day. Repetition + Repetition = Success 100
  • Single Shot Marketing Doesn’t Work Missing Key Ingredient Repetition
  • Real Estate Direct Mail •Relationship building - Not a quick sale •Pizza coupons are “quick sale” type marketing. •Quick sale isn’t a reasonable expectation •Americans move once every five years, on average. •It’s a five year relationship, not a pizza sale. .90 cents is the profit on a Little Caesars Pizza
  • Most Important MKGT Piece Sent •The one following the last one you sent. •The investment in the first marketing piece is lost if the second, third and so on do not follow. •Thirty-three touches/year to SOI. •Twelve touches/year for a mailing/farming list. One sale for every 50/year. Source: Millionaire RE Agent
  • Marketing Costs Market to one home for five years: $.50x60 months= $30 Marketing cost Median home price = $210,000 $210,000 x 3% = $6,300 Commission Little Caesars has to sell 7000 pizzas to profit $6,300
  • Most Important to Repeat •Your personal branding (photo included) •The logos that identify your brand •Benefits of using you/your brand •Call to action (what you want them to do) •Slogan •Imagery
  • The Good News! •Direct mail marketing is cost effective. •Direct mail marketing drives results.
  • Size Matters
  • Print Medium Matters • More than 50% of postcard marketing pieces are read. • 31% of letter-sized envelope marketing pieces are read. • 53% of postcard marketing pieces were useful. • Only 25% of letter sized envelopes were useful. Source: DMA
  • Postcards Work • Printing costs are cheap, as low as .5 cents ea. • Postcard are cheaper to mail when mailing 4X6 size. • Postcards are easier to address and bulk mail. • Postcards are easier to glimpse and read. • Postcards don’t need to be opened to be seen. • Postcards are more likely to be kept around. Source: DMA
  • Anatomy of a Postcard •Consistent branding •Consistent colors •Headshot •Logo •Call to action (Action you want them to take) •Contact information •Website and social media channels
  • Follow-Up •Fifty percent never get called/emailed. •Takes 42 hours to follow-up. •1.63 call-back attempts. •Real estate is a relationship business. •Best practice: 6-9 call-back attempts. Source: Insidesales.com/responseaudit
  • Track & Measure – Once again, track and measure
  • Free Marketing Handout •Free handout •Information on why now is the best time to sell a home
  • Receive 10% off on all printing through November 30th. www.PrinterBees.com 877-939-2337 Use Coupon Code: WinterWeb10 Coupon Not Valid With Other Special Offers
  • Two Giveaways 250 4x6 Postcards 1,000 Color Business Cards
  • 31