Real Estate Agents - Smart Strategies for Staying Top-of-Mind

www.melissazavala.com
Smart Strategies for Staying
Top-of-Mind this Spring

Today’s Agenda:
ü  Review the “science” behind staying top-of-mind
ü  Simple strategies for helping past and current clients to remember you
ü  Tactics for creating a continuous communication plan
ü  Overview of productive and efficient communication techniques
ü  Best practices for staying top-of-mind
ü  Consider available success tools
ü  Questions + Answers

Before we jump in… let’s have a look

Seth Godin quotes a
Mercedes Benz executive:
“If the only time I show you a
Mercedes ad is just before
you’re about to buy a fancy
car, I’ve lost.”
Godin then states,
“Advertising to build brand
and recognition is a very
long-term proposition…”

Only 2% of
sales occur
at the first
meeting
Ready Now
2%
Getting
Ready
15%
Not Interested
Now
83%

80% of Sales
Occur After 5
Follow Ups

The Power of Persistence
Of sales agents
give up after the
first “no”
44%
Give up after the
second “no”
22%
14%
Give up after
the third “no”
12%
Give up after
the fourth
“no”

Ø  92% of Sales
Agents Give
Up After 4
Follow Ups
Ø  8% of Sales
Agents Get
80% of the
Business

Buyers and Sellers
Need to Be Nurtured

www.melissazavala.comwww.melissazavala.com
Simple Strategies for
Staying Top-of-Mind

Swing (and keep on swinging)
•  Repetition builds top-of-
mind awareness
•  It takes a minimum of 20
impressions
•  Make those impressions
count.
•  Ask yourself: How is your
messaging different? Why
should prospects pay
attention to you?
1

Nurture and Inspire
•  Informative, educational
content builds
relationships
•  Unique, insightful, and
entertaining
•  Pay attention to your
timing
•  Be consistent
2

Offer Benefits Not Features
•  Lead: “What’s in it for me?”
•  Think: “What can I offer that
my target market wants?”
•  Your expertise is a feature,
and not a benefit.
3

What buyers and sellers like…
•  Money Saved
•  Money Earned
•  Time Saved
•  Increased Visibility
•  Convenience
•  Immediacy
•  Customization
•  Exclusivity

Items of Value
•  Booklets
•  Market Reports
•  List of Foreclosures
•  Free Photos
•  Free Video
•  Gift Card

Proactively Respond to Needs
•  Respond to needs before
they become needs.
•  Segment and target your
audience with relevant
messaging.
•  Create different messages
for different target markets
(e.g., referral sources, first-
time home buyers, and
investors)
4

Elicit an Emotional Response
•  Connect on an emotional level
•  Ensure that your messaging
imparts a human element
•  People trust people, not
websites or postcards.
•  Use personal stories and
photos when applicable
5

Echo Your Message Across
Multiple Channels
•  Integrate diverse social
media
•  Join (and get others to
join the conversation)
•  Focus on positive
messages about your
services
•  Grow organically and
virally
•  Cross promote
6

Ø  Promote your channels on other channels
Ø  Social-sharing buttons increase click-through rates by 150%

Productive and
Efficient
Communication
Techniques

You need to work “on” your business
and “in” your business

Develop a Regimented Routine
•  Don’t break the routine unless it is an emergency (a
showing or a listing appointment is not an emergency)
•  Work until you complete your task

Use Creative Drip Campaigns
•  Add social sharing and social connection links
•  Share relevant info to your target market
•  Send at regular intervals

Get Your
Top-of-Mind
Work Done Fast
•  Social Media Management
Platforms
•  Set up a time each week
for posting 1 week’s worth
of content
•  Hire a Virtual Assistant
•  Provide guidance on
relevant content

Track Your Results
•  Collect data
•  Use social media monitoring
(or Google Analytics)
•  Only 45% of marketing
CEOs actually know their
results

Sample Results from a Drip Campaign

Top-of-Mind
Requires More than
Just the Internet

Your Top 50 Faves
•  Phone Calls
•  Pop-bys and small
(token) gifts
•  Personal notes
•  Gift cards for every
referral
•  Drip Campaigns
•  Social Media
Connections

Your
Referral
Partners
•  Lunch, coffee, or
happy hour
•  Phone Calls
•  Pop-bys and
small (token)
gifts
•  Personal notes
•  Gift cards for
every referral
•  Social Media

Your Geographic Farm
•  Events
•  Community
Collections
•  Community
Pages
•  Postcards and
letters
•  Social Media
Pages

Tools to Help You
Succeed:
ü CRM
ü Social Media
Management
Platform
ü Drip Campaigns
ü Market Reports
ü Tips and Tools from
NAR, Facebook
Groups, etc.

Simple Tips to Remember
1. In General
-  The goal is to stay top-of-mind—to get them to hire you or to refer you
to someone they know
-  Customize your follow-up for each segment or target market
-  Stick with it!
2. Drip Campaign Tips
-  Connect emotionally
-  Track results
-  Get personal
3. Time Management Tips
-  Work on your business at regular intervals
-  Outsource or leverage productivity apps and platforms

Recap: How to Stay Top of Mind…
•  Swing and don’t stop swinging
•  Provide the value that people are looking for
•  Proactively respond to needs
(by watching your data)
•  Echo your message across multiple channels
•  Set in place regimented success systems to work
ON your business

It’s All About Good Systems

Plan Ahead.
Stick to Your Plan.
“All of life is peaks and valleys. Don’t let the peaks get too
high or the valleys get too low.” –John Wooden

Questions?

Find more upcoming webinars at http://www.melissazavala.com/speaking
Thank you for attending!

Real Estate Agents - Smart Strategies for Staying Top-of-Mind

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