Just a quick post to hopefully enlighten some about the benefits of fusion marketing. In fact, you may already be practicing it and don't even know it.
Essentially, it is the collaboration of two like, but not competitive, businesses.
A great example for the real estate industry is an agent and loan officer teaming up. The agent refers all their buyer leads to the loan officer and the loan officer refers all their buyers/sellers to the agent.
Just remember to choose a business that has similar values. You don't want to recommend or collaborate with a bad company. Do you homework before you decide who to participate with. (This is one of the major flaws I see in this giant business networking groups. Don't just assume that because you met someone, one time, at a meeting, they are great at what they do.)
Not only is it beneficial to refer leads, but you can also combine databases. If you understand how to successfully market to a database to cultivate new and repeat business, this will substantially increase both businesses bottom lines. Plus, you can then split the cost and save marketing $$$.
This is a great addition to your marketing plan. If you were already doing it, now you need to start growing that relationship and making it as profitable as possible.
Thursday, September 30, 2010
Monday, September 13, 2010
Why NOT to work harder...Follow me! Step 5 - Business Plan
**Read Intro Blog Post Here**
It's been a while, I know. Hopefully we've all completed the branding stage. It's very important and can be time consuming. I have my logo set and have come up with an idea for the new website. I was stuck on this for a while, I didn't want to commit to a design until I new it was perfect. Now, I just have to format and get it online as well as structuring the same identity onto all marketing material. The way your potential clients see your business is so very important and I've taken a lot of time on this step to make sure it's just right.
Now that we've completed the branding stage, we need to seriously consider our business plan. Most people just jump in and get started. They never set goals, run numbers, looks at their competition or anything. VERY RISKY. Probably why most businesses fail.
Click Here to check out TC's basic business plan outline. Start writing. Start thinking. Start proving to yourself and to anyone who reads it, that you're business can and will succeed. If you can't do that, you need to do some more work. Don't waste time, effort and energy in a flawed service or business.
As an agent, what makes you different than every other agent? It's a hard business to stay productive in, especially with this market. How are you going to do that?
A lot of real estate is in who you know. WHO DO YOU KNOW and how are they going to help you? Where are new leads going to come from? What marketing works best?
How much do you expect to make and how much do you expect to invest BACK INTO your company? You can't just take every commission check in full. The 'business' needs to earn part of that profit and it has to be reinvested carefully and with purpose.
Who are you biggest competitors? What do they do to get clients? How many deals do they close? Why would someone work with you over them?
WRITE IT ALL DOWN. If you don't go through this stage, you're never going to beat your competition. Probably because you won't even know who they are. Your clients won't know who you are because you have no marketing plan. Your business won't grow because you haven't put any money into it.
This is worth the investment in time. It will make your business stronger and more successful.
It's been a while, I know. Hopefully we've all completed the branding stage. It's very important and can be time consuming. I have my logo set and have come up with an idea for the new website. I was stuck on this for a while, I didn't want to commit to a design until I new it was perfect. Now, I just have to format and get it online as well as structuring the same identity onto all marketing material. The way your potential clients see your business is so very important and I've taken a lot of time on this step to make sure it's just right.
Now that we've completed the branding stage, we need to seriously consider our business plan. Most people just jump in and get started. They never set goals, run numbers, looks at their competition or anything. VERY RISKY. Probably why most businesses fail.
Click Here to check out TC's basic business plan outline. Start writing. Start thinking. Start proving to yourself and to anyone who reads it, that you're business can and will succeed. If you can't do that, you need to do some more work. Don't waste time, effort and energy in a flawed service or business.
As an agent, what makes you different than every other agent? It's a hard business to stay productive in, especially with this market. How are you going to do that?
A lot of real estate is in who you know. WHO DO YOU KNOW and how are they going to help you? Where are new leads going to come from? What marketing works best?
How much do you expect to make and how much do you expect to invest BACK INTO your company? You can't just take every commission check in full. The 'business' needs to earn part of that profit and it has to be reinvested carefully and with purpose.
Who are you biggest competitors? What do they do to get clients? How many deals do they close? Why would someone work with you over them?
WRITE IT ALL DOWN. If you don't go through this stage, you're never going to beat your competition. Probably because you won't even know who they are. Your clients won't know who you are because you have no marketing plan. Your business won't grow because you haven't put any money into it.
This is worth the investment in time. It will make your business stronger and more successful.
Thursday, August 26, 2010
How many leads did your last ad generate?
I'm sure it had all the important stuff...Office logo, your picture, contact info, website, etc. But, did it have anything on there that would make people remember you? Seek you out when they are ready to buy or sell?
Whether it's a Real Estate Magazine that you are advertising your listings in, or a simple classified ad for an open house, in order to get your money's worth (otherwise, why are you bothering to advertise at all?) you need to be unique.
I know you're probably saying...What in the world am I going to do to make myself unique? Instead of thinking of it so bluntly, why not think about what your clients want, or rather, an issue your clients have and need fixed?
For example, communication is a huge issue many people have with agents. Promote yourself as the agent you gives weekly updates or they can cancel their listing contract, or, even better, weekly updates or I reduce my commission.
How about professional, wide-angle lens photographs? Not many agents do that. Advertise FREE Professional Photographs for all listings. Stress the importance of a great first impression in this online world.
Another way to make ads more profitable is with 800 #'s. Used correctly, these can be a great lead resource for agents, but that's a top for a different post.
It doesn't have to be complex, but it certainly should be catchy. If you give them something they want, they will always remember you. Especially if they think they are getting something MORE than other buyers or sellers. It could be something most agents do, but that doesn't mean buyers and sellers know that.
Once you develop an idea, stick with it and include it on all your marketing material - business cards, presentations, websites, brochures, etc.
Happy Advertising :)
Whether it's a Real Estate Magazine that you are advertising your listings in, or a simple classified ad for an open house, in order to get your money's worth (otherwise, why are you bothering to advertise at all?) you need to be unique.
I know you're probably saying...What in the world am I going to do to make myself unique? Instead of thinking of it so bluntly, why not think about what your clients want, or rather, an issue your clients have and need fixed?
For example, communication is a huge issue many people have with agents. Promote yourself as the agent you gives weekly updates or they can cancel their listing contract, or, even better, weekly updates or I reduce my commission.
How about professional, wide-angle lens photographs? Not many agents do that. Advertise FREE Professional Photographs for all listings. Stress the importance of a great first impression in this online world.
Another way to make ads more profitable is with 800 #'s. Used correctly, these can be a great lead resource for agents, but that's a top for a different post.
It doesn't have to be complex, but it certainly should be catchy. If you give them something they want, they will always remember you. Especially if they think they are getting something MORE than other buyers or sellers. It could be something most agents do, but that doesn't mean buyers and sellers know that.
Once you develop an idea, stick with it and include it on all your marketing material - business cards, presentations, websites, brochures, etc.
Happy Advertising :)
Friday, July 16, 2010
Go straight to voicemail...ON PURPOSE!
Ever wish you could go straight to someone's voicemail? Well, you can! If you're short on time, or want to avoid and awkward conversation use Slydial. Plus, it's completely free!
Great tool to have at your fingertips.
Great tool to have at your fingertips.
Thursday, July 8, 2010
Why NOT to work harder...Follow me! Update July 2010
I have been sooooo pleasantly surprised over the last couple months. I've tackled my top goal - say NO to people who just want to waste your time.
I never wanted to say 'no' because I felt like I was turning down money or, more importantly, I would make a bad name for myself. Turns out, THAT'S NOT TRUE!
I've turned away specific types of clients (we all know what kind that is for our own businesses) and stopped working with others. You know what happened? I'M MAKING MORE MONEY! And, I have more time to procure new, viable, profitable, relationship worthy clients.
Its been unbelievable. Most costly lesson I ever learned and I'm glad I learned it at 26!
Anyone else have updates on their business?
I never wanted to say 'no' because I felt like I was turning down money or, more importantly, I would make a bad name for myself. Turns out, THAT'S NOT TRUE!
I've turned away specific types of clients (we all know what kind that is for our own businesses) and stopped working with others. You know what happened? I'M MAKING MORE MONEY! And, I have more time to procure new, viable, profitable, relationship worthy clients.
Its been unbelievable. Most costly lesson I ever learned and I'm glad I learned it at 26!
Anyone else have updates on their business?
Monday, June 28, 2010
Don't get caught in this marketing trap...Set your listings up for success!
To some, this may seem like a 'duh' post, but I think it deserves some attention from since I've seen many local agents getting stuck in this marketing trap.
So...you've got a new listing. You're marketing it as much as you usually do and all of a sudden you have a seller asking you, 'Well, are you doing 'this and that' for marketing?' 'I want you to put the listing on these 20 websites, run an ad in this magazine and then hold an open house every weekend.'
Now, you've got to jump on it and start doing what they are telling you to otherwise you might lose the listing, or you will at least look bad in the process of telling them no.
I've seen many agents get themselves into this bad position.
Here's what I recommend:
Create a marketing plan that you include with every listing presentation (again, may seem pretty simple to most of you). This includes a marketing plan based on the commission rate paid.
This enables you to tell the seller what you are going to be doing for your fee. It sets the precedent. That way, if they come back and start making all these outlandish requests 2 months in, you have something to go back to that was already agreed upon. This could also be an interesting way to negotiate into a higher commission if the seller decides they want more services.
This basic procedure can help save you from a bad situation. You don't have to tell a seller 'no' just because; you can tell them 'no' because your marketing plan was already agreed on. This may save you the cost of some big expensive ad in a magazine that won't sell your clients home and probably won't get you any leads.
You're suppose to be the marketing expert when it comes to real estate. Make sure you present yourself that way. Don't let the seller start dictating expensive requests that lack ROI for both parties.
So...you've got a new listing. You're marketing it as much as you usually do and all of a sudden you have a seller asking you, 'Well, are you doing 'this and that' for marketing?' 'I want you to put the listing on these 20 websites, run an ad in this magazine and then hold an open house every weekend.'
Now, you've got to jump on it and start doing what they are telling you to otherwise you might lose the listing, or you will at least look bad in the process of telling them no.
I've seen many agents get themselves into this bad position.
Here's what I recommend:
Create a marketing plan that you include with every listing presentation (again, may seem pretty simple to most of you). This includes a marketing plan based on the commission rate paid.
This enables you to tell the seller what you are going to be doing for your fee. It sets the precedent. That way, if they come back and start making all these outlandish requests 2 months in, you have something to go back to that was already agreed upon. This could also be an interesting way to negotiate into a higher commission if the seller decides they want more services.
This basic procedure can help save you from a bad situation. You don't have to tell a seller 'no' just because; you can tell them 'no' because your marketing plan was already agreed on. This may save you the cost of some big expensive ad in a magazine that won't sell your clients home and probably won't get you any leads.
You're suppose to be the marketing expert when it comes to real estate. Make sure you present yourself that way. Don't let the seller start dictating expensive requests that lack ROI for both parties.
Tuesday, May 11, 2010
Why NOT to work harder! Follow me... STEP 4 - Branding
**Read Intro Blog post here**
So what, your a ___________. There are thousands of other people/businesses that are just like you. What makes you different/better? That's what your branding (and marketing) needs to portray.
Take Realtors, for example. Depending on your area, there are thousands of them competing with one another. Does any one stand out to you? Me neither. They all try to be alike instead of trying to be different. Different is what is going to make you stand out and get more business. Blending in is going to keep you constantly struggling.
So, let's stop trying to be like all the other Realtors, marketing companies, insurance agents, home inspectors, lawyers, accountants, etc. Let's be different.
To be different requires some work and risk taking (why most don't do it). You truly have to be better/offer a better product, not just 'say' you do.
TC is going to be offering a 'Guarantee' on their marketing programs soon. That's different. How many marketers will actually guarantee that what they tell you to do will work - to the point where they will give you your money back? Not many. And when you think about it, any product or service that you pay for should always come with some kind of guarantee.
Granted, I can't tell you how many clients I get that tell me what their marketing plan is and just want me to implement it. And I do, and they usually never commit to it, aren't consistent, claim they have run out of money, etc. and then nothing happens.
That's the flaw I see in my business. I'm letting someone who has limited knowledge in marketing develop their own plan. I need to advise them better, instead of appeasing them. It will only help both parties. Unfortunately, most businesses try to cut costs by developing their own marketing plan and they aren't catching on that it's actually costing them more this way.
To sum up...Let's be different. Be outstanding at what we do. Make people come to us. Our brand will speak for itself.
So what, your a ___________. There are thousands of other people/businesses that are just like you. What makes you different/better? That's what your branding (and marketing) needs to portray.
Take Realtors, for example. Depending on your area, there are thousands of them competing with one another. Does any one stand out to you? Me neither. They all try to be alike instead of trying to be different. Different is what is going to make you stand out and get more business. Blending in is going to keep you constantly struggling.
So, let's stop trying to be like all the other Realtors, marketing companies, insurance agents, home inspectors, lawyers, accountants, etc. Let's be different.
To be different requires some work and risk taking (why most don't do it). You truly have to be better/offer a better product, not just 'say' you do.
TC is going to be offering a 'Guarantee' on their marketing programs soon. That's different. How many marketers will actually guarantee that what they tell you to do will work - to the point where they will give you your money back? Not many. And when you think about it, any product or service that you pay for should always come with some kind of guarantee.
Granted, I can't tell you how many clients I get that tell me what their marketing plan is and just want me to implement it. And I do, and they usually never commit to it, aren't consistent, claim they have run out of money, etc. and then nothing happens.
That's the flaw I see in my business. I'm letting someone who has limited knowledge in marketing develop their own plan. I need to advise them better, instead of appeasing them. It will only help both parties. Unfortunately, most businesses try to cut costs by developing their own marketing plan and they aren't catching on that it's actually costing them more this way.
To sum up...Let's be different. Be outstanding at what we do. Make people come to us. Our brand will speak for itself.
Friday, April 23, 2010
Target Your Marketing & Watch Your Profits Grow!
Instead of just marketing to the masses, how about you take the time to fine tune both your database and your farm.
Database: Sort your database into A+'s (those who know a lot of people and are very likely to refer you), A's (would refer you if they knew someone who needed your service/product), B's (may remember to refer, may not), C's (not likely, but they know/have worked with you).
Now, spend most of your database marketing budget on the A+'s and A's. This is were most of your leads are going to come from anyway. My ideas, market to the A+'s and A's 1-2 times a month, B & C's maybe only once every 3 months. Also, spend a little more money to get the A+'s something unique at least once a year.
Farm: Instead of just picking a neighborhood or certain streets to market to, how about we do some research. Find out how often the turnover is in the area, and then only market to those who fall within those parameters. If houses tend to sell about every 7 years, market to those who have owned their home for 6+.
These are just a few easy ways to save yourself money and generate more results. Being sure to include a Unique Selling Proposition (USP) and/or value added content also is an important factor that I will discuss in future posts.
Database: Sort your database into A+'s (those who know a lot of people and are very likely to refer you), A's (would refer you if they knew someone who needed your service/product), B's (may remember to refer, may not), C's (not likely, but they know/have worked with you).
Now, spend most of your database marketing budget on the A+'s and A's. This is were most of your leads are going to come from anyway. My ideas, market to the A+'s and A's 1-2 times a month, B & C's maybe only once every 3 months. Also, spend a little more money to get the A+'s something unique at least once a year.
Farm: Instead of just picking a neighborhood or certain streets to market to, how about we do some research. Find out how often the turnover is in the area, and then only market to those who fall within those parameters. If houses tend to sell about every 7 years, market to those who have owned their home for 6+.
These are just a few easy ways to save yourself money and generate more results. Being sure to include a Unique Selling Proposition (USP) and/or value added content also is an important factor that I will discuss in future posts.
Wednesday, April 7, 2010
Don't Just Track Your Marketing...Track YOU!
What are your conversion ratios? Average Listing to Sale Price for a Seller? Buyer? DOM for a Seller?
These are all things that you need to know to make yourself better. It's not just about whether your marketing works, it's about whether YOU WORK! You can have the greatest marketing, but if you can't do anything with the leads once you get them, what good is it?
Plus, you may find out you're REALLY GOOD! If you are, why aren't you marketing that to your sphere or farm? That's something most agents don't do, and would make you stand out from the crowd.
When most consumers look at marketing material they ask the question, "What's in it for me?" If you can get there home sold faster, for more money, you just answered that question for them and gained yourself a new client.
These are all things that you need to know to make yourself better. It's not just about whether your marketing works, it's about whether YOU WORK! You can have the greatest marketing, but if you can't do anything with the leads once you get them, what good is it?
Plus, you may find out you're REALLY GOOD! If you are, why aren't you marketing that to your sphere or farm? That's something most agents don't do, and would make you stand out from the crowd.
When most consumers look at marketing material they ask the question, "What's in it for me?" If you can get there home sold faster, for more money, you just answered that question for them and gained yourself a new client.
Thursday, March 25, 2010
Why NOT to work harder! Follow me... STEP 2 & 3 - Setting Fees & Systems
**Read INTRO BLOG POST here**
Fees
Setting your fees is a fairly straight forward process. I encourage you to really think about how much of your valuable time goes into each task and make sure your fees represent a fair amount - for both parties involved. Resentment, one way or the other, can ruin not only a transaction, but a future relationship that could generate referrals.
Mine are set and ready to go. Service & price packets are updated.
As a real estate agent, it should be somewhat easy for you. You can decide on a per client basis if you are willing to work for less than 6%, or you can create a services list for each commission rate (I've done this for other Realtors and it seems to work well). At 6% you will do this; At 5.5% you will do this; and so on... This way your client doesn't have a false impression in their head that you are doing all kinds of services, for less money.
Now, on to systems...
These are SO important! Build your systems to handle a high volume of leads, and the leads will come. Don't build any systems at all, and they won't!
I'm going to be working on developing systems for the following areas:
Now, instead of scrambling to pull together a Listing Presentation, you just print out your comps, attach them to your pre-made listing presentation and walk out the door.
Your buyer packets are set with all the information that you know your clients will need. No more forgetting to metion certain topics.
Your marketing is running seamlessly in the background and constantly generating you leads.
When you have systems in place they act as a strong foundation for your business. You will seem more organized, less frantic and your clients will notice that. Talk about value added!
Programs to help with your systems...
A lot of agents I know use Top Producer. They love all the options, pre-made plans, etc. It is great, but does require setup and someone willing to learn the in's and out's (I already know them...hint, hint). If you don't take the time to learn it, you'll never get your money out of it. That goes for any CRM program.
If you're looking for something that can help you with CRM and you don't mind setting up your campaigns and systems on your own, consider Zoho.com. It's a great system and offers a FREE VERSION! If you need more than the free version offers, you can upgrade to a $12/month or $25/month version (as a Realtor, I don't think you will though).
---------------------------------------------
Off to work... If you have questions, please don't hesiatate to ask.
Fees
Setting your fees is a fairly straight forward process. I encourage you to really think about how much of your valuable time goes into each task and make sure your fees represent a fair amount - for both parties involved. Resentment, one way or the other, can ruin not only a transaction, but a future relationship that could generate referrals.
Mine are set and ready to go. Service & price packets are updated.
As a real estate agent, it should be somewhat easy for you. You can decide on a per client basis if you are willing to work for less than 6%, or you can create a services list for each commission rate (I've done this for other Realtors and it seems to work well). At 6% you will do this; At 5.5% you will do this; and so on... This way your client doesn't have a false impression in their head that you are doing all kinds of services, for less money.
Now, on to systems...
These are SO important! Build your systems to handle a high volume of leads, and the leads will come. Don't build any systems at all, and they won't!
I'm going to be working on developing systems for the following areas:
- New Leads
- Past Clients/Sphere
- Marketing Campaigns
- Social Media/Blog Marketing Plan
- Transaction Coordination
- Short Sale Processing
- New Leads (8x8)
- Past Clients/Sphere (33 touch)
- Social Media & Blog Marketing Plan
- New Listing Setup
- New Pending Transaction Setup
- Client Presentations/Packets: CMA, Buyer, Pre-Listing
Now, instead of scrambling to pull together a Listing Presentation, you just print out your comps, attach them to your pre-made listing presentation and walk out the door.
Your buyer packets are set with all the information that you know your clients will need. No more forgetting to metion certain topics.
Your marketing is running seamlessly in the background and constantly generating you leads.
When you have systems in place they act as a strong foundation for your business. You will seem more organized, less frantic and your clients will notice that. Talk about value added!
Programs to help with your systems...
A lot of agents I know use Top Producer. They love all the options, pre-made plans, etc. It is great, but does require setup and someone willing to learn the in's and out's (I already know them...hint, hint). If you don't take the time to learn it, you'll never get your money out of it. That goes for any CRM program.
If you're looking for something that can help you with CRM and you don't mind setting up your campaigns and systems on your own, consider Zoho.com. It's a great system and offers a FREE VERSION! If you need more than the free version offers, you can upgrade to a $12/month or $25/month version (as a Realtor, I don't think you will though).
---------------------------------------------
Off to work... If you have questions, please don't hesiatate to ask.
Friday, March 12, 2010
Why NOT to work harder! Follow me... STEP 1 - Developing Your Service/Product List
In my quest to 'refresh' TC (follow along to this blog if you would like to 'refresh' your business too), I've finally updated my service list and completed step 1. There were so many items missing from my old list - wow! I've also decided to add packages for specific services and industries. I have not had time to update my website to reflect these changes, so I decided to include the list below.
Small Business Marketing:
| Small Business Marketing (cont.):
|
Real Estate Specific Packages: Agent Brand Creation/Refresh- Premium (P) as noted
Agent Marketing Material Package: Premium (P) as noted
Website Design
Listing Management, Setup & Marketing: Basic as noted
Agent System Design & Creation
| Kennels & Breeding Programs: Website Design
Marketing Materials
|
It's about time. Why didn't I do this from the beginning?!?! You just get so busy trying to run the business that you forget to really run the business!
Now I'm on to developing the pricing structure...
How's everyone else doing? Run into any roadblocks? Have any questions related to your specific business?
Tuesday, February 23, 2010
Why NOT to work harder! Follow me... Part 1; Update 2
**Check out the INTRO BLOG POST to this article here**
I just wanted to provide a brief outline for those thinking of re-launching or refreshing their business along with TC. This is a broad overview and their will be many posts on each topic in the months to come.
I just wanted to provide a brief outline for those thinking of re-launching or refreshing their business along with TC. This is a broad overview and their will be many posts on each topic in the months to come.
- Products/Services: are you offering anything new? Any services your clients just may not be aware that you offer? What's your USP (Unique Selling Proposition)?
- Fees: Set your fees and stick to them especially in a service business. Some will try to chew you down constantly. Think of your time, and ask yourself if they would do the same for you.
- Systems: Can you handle more business with the current systems in place? Do you have enough help? Will more leads mean you have to work 16 hour days?
- Brand: Either re-launch the brand you have if you like it and feel that it resonates with your clients, or refresh your image. You should have a professional set of marketing materials including a logo, business card, envelopes, letterhead and website. The image you portray should be the same over EVERY medium.
- Business Plan: What's your goal with this re-launch/refresh? Where do you want your business to be in 1, 5, 10, 15 years and how are you going to get there? All questions that must be answered.
- Marketing Plan: How are you going to get new clients? Referrals? Repeat business? Do you eliminate print advertising completely in today's Internet age? How important are professional ad campaigns versus ones designed by yourself?
- Implementation: It's great that you have it all down on paper. Businesses that do that are way ahead of the mark. Now, you need to implement it. This can be the hardest step for some. They key is consistency over time. Committing to something for two, or even six months isn't going to change anything.
Wednesday, February 17, 2010
Why NOT to work harder! Follow me...Part 1 Update 1
Well, it's been a productive couple of days...
All my rates and fees are updated.
Please post your progress, ideas, etc. I'm looking forward to seeing everyones progress.
All my rates and fees are updated.
- I finally finished my Facebook Fanpage.
- Sent out this months email newsletter introducing my newest goal and asking people to follow along with the blog.
- Contacting all current clients about the changes. Can't wait for that, ugh!
- Re-brand all marketing material: Business cards & Facebook page match...Now for Letterhead, Envelopes, Brochures, Flyers, Newsletters, WEB SITE (that will be a long process) & various other forms.
- Sending new business cards to all clients reminding them about "Referral Rewards" ($25 credit with TC for any new client referral).
- Just got a phone call to be a guest speaker on a conference call about Facebook Marketing for Realtors. Awesome! Now for an outline. I will make this available online as well (once conference call is over).
- Systematize my services. I need to have outlines and processes for all services provided.
- Create new forms, website pages, etc to better explain what TC can do for small businesses.
Tuesday, February 16, 2010
Why NOT to work harder! Follow me...
Recently, a friend on Facebook posted about how the businesses that tried the hardest, gave 110%, were going to be the ones that succeeded. And it got me thinking...Does that really sound right? At face value, but something bugged me about it. Maybe it was the fact that I never saw the "Work Hard = Profits" equation in my economics class, or maybe it was because I've been working hard for years and feel like my business isn't growing as fast as I would like. Something's fishy...
So, I decided to commit myself, 110%, to doing what will truly grow my business. I'm not going to be working harder, I'm going to be working smarter!
Hopefully you will follow me on this journey. Subscribe to my blog and grow your business along with me. I'm going to need you guys to hold me accountable and I am more than willing to do the same for you.
Once every two weeks I'm going to post about the work that I've done to seriously grow my business. Take the tips and use them in your business. This isn't hard. It's about having a plan and sticking to it.
First Goal: Revamp current business rates and procedures.
I've decided that I'm not working for free anymore. I'm so busy everyday doing work that never pays. Forget it! I'm done with it. I've got a family to feed and take care of just like everyone else.
New contracts will be signed, rates set and procedures outlined so all parties know what to expect when they work with TC.
Lets get this journey started. I don't know about you guys, but I'm ready to start making some real profits, all while NOT working harder!
PS. I've got two businesses I'm going to be working on. My marketing business - TC Business Management, LLC www.TCMandD.com - and my online classified site - PA E Seller PAESeller.com (which I've ignored since inception). This plan will work for any business with just some minor tweaking. B2B or B2C.
So, I decided to commit myself, 110%, to doing what will truly grow my business. I'm not going to be working harder, I'm going to be working smarter!
Hopefully you will follow me on this journey. Subscribe to my blog and grow your business along with me. I'm going to need you guys to hold me accountable and I am more than willing to do the same for you.
Once every two weeks I'm going to post about the work that I've done to seriously grow my business. Take the tips and use them in your business. This isn't hard. It's about having a plan and sticking to it.
First Goal: Revamp current business rates and procedures.
I've decided that I'm not working for free anymore. I'm so busy everyday doing work that never pays. Forget it! I'm done with it. I've got a family to feed and take care of just like everyone else.
New contracts will be signed, rates set and procedures outlined so all parties know what to expect when they work with TC.
Lets get this journey started. I don't know about you guys, but I'm ready to start making some real profits, all while NOT working harder!
PS. I've got two businesses I'm going to be working on. My marketing business - TC Business Management, LLC www.TCMandD.com - and my online classified site - PA E Seller PAESeller.com (which I've ignored since inception). This plan will work for any business with just some minor tweaking. B2B or B2C.
Wednesday, January 6, 2010
How Do You Know What Marketing Works Best? TRACK IT!
This is so important. I don't care what kind of advertising you spend your money on, you need to know if it works. Trends don't matter. Results matter.
Below I will describe some ways to track the leads you're getting. As silly as this may sound, write down all your advertising methods on a piece of paper and track where every email/call comes from. Make sure you have the results in one spot so you can analyze them after each week, month, year.
Call Capture Numbers - You can tell exactly what ad leads are coming from by the extension that was used. Placing these extensions on your yard signs tells you how many people are calling from your sign.
Google Analytics - Need I say more? It's great and easy to use. See where new visitors came from and where they went on your site. This provides enlightening information as to the most and least viewed pages on your site. Most likely, this will tell you that you need to do some updating to your site.
Landing Pages - Create specific web pages that you place on direct mail pieces, print ads, Internet ads, or in email newsletters. When people go to each specific landing page than you know exactly what ad generated the lead.
Email Newsletters - This is almost too simple. Use an online program like ConstantContact to send your email newsletters and it will do the rest! Track your open rates, click throughs, bounces, etc. A great tool to see who is opening your emails. It even tells you want section of the email they clicked on, so you know what your clients/sphere wants to read.
Asking - Oh yeah, if you just a get a call from a lead, don't forget to simply ask then how they got your number!
The only way you will be able to generate leads proficiently is by implementing an advertising tracking program. What works for one agent may not work for you and your database of clients.
Hope this helps you create a more productive marketing year for everyone.
TC Business Management, LLC - www.TCMandD.com - is a full service marketing firm that specializes in real estate. Search our blog for great marketing tips or feel free to call or email!
Below I will describe some ways to track the leads you're getting. As silly as this may sound, write down all your advertising methods on a piece of paper and track where every email/call comes from. Make sure you have the results in one spot so you can analyze them after each week, month, year.
Call Capture Numbers - You can tell exactly what ad leads are coming from by the extension that was used. Placing these extensions on your yard signs tells you how many people are calling from your sign.
Google Analytics - Need I say more? It's great and easy to use. See where new visitors came from and where they went on your site. This provides enlightening information as to the most and least viewed pages on your site. Most likely, this will tell you that you need to do some updating to your site.
Landing Pages - Create specific web pages that you place on direct mail pieces, print ads, Internet ads, or in email newsletters. When people go to each specific landing page than you know exactly what ad generated the lead.
Email Newsletters - This is almost too simple. Use an online program like ConstantContact to send your email newsletters and it will do the rest! Track your open rates, click throughs, bounces, etc. A great tool to see who is opening your emails. It even tells you want section of the email they clicked on, so you know what your clients/sphere wants to read.
Asking - Oh yeah, if you just a get a call from a lead, don't forget to simply ask then how they got your number!
The only way you will be able to generate leads proficiently is by implementing an advertising tracking program. What works for one agent may not work for you and your database of clients.
Hope this helps you create a more productive marketing year for everyone.
TC Business Management, LLC - www.TCMandD.com - is a full service marketing firm that specializes in real estate. Search our blog for great marketing tips or feel free to call or email!
Wednesday, December 16, 2009
FREE, GOOD Email Marketing?
Yup! You can have both.
I create email newsletters for agents and recommend that they then sell some 'vendor' spots. Call up your mortgage rep, local contractor, insurance rep, home inspector, etc and ask them if they would consider advertising on your newsletter.
You don't have to charge alot to cover your costs. Under $200 for the intial design and then under $40/month for updating. That's only $680/year for a newsletter that GETS RESULTS! You could charge 4 vendors, $20/month and make $280/year - for nothing.
Now, you may ask, "Why pay that much for a newsletter? I can get some for free!" Well, that's fine. You can do that. My experience is though, and this is what Realtors who have hired me to do their newsletters for them tell me, their standard, free, templated newsletter gets little results. Very few opens let alone click throughs.
PLUS, I use a free email program (500 contacts, 3,000 emails/month) that allows you to post all your newsletters on Facebook, Twitter, My Space, StubleUpon, etc. Very useful!
They key to a good newsletter is GOOD CONTENT. Make them want to open it, and they will be waiting for it to come every month!
If you have great design & content, this will correlate directly with your open and click through rates. The higher those rates get, the more you can charge for newsletter advertising.
TC Business Management, LLC - www.TCMandD.com - is a full service marketing firm that specializes in real estate. Search our blog for great marketing tips or feel free to call or email!
I create email newsletters for agents and recommend that they then sell some 'vendor' spots. Call up your mortgage rep, local contractor, insurance rep, home inspector, etc and ask them if they would consider advertising on your newsletter.
You don't have to charge alot to cover your costs. Under $200 for the intial design and then under $40/month for updating. That's only $680/year for a newsletter that GETS RESULTS! You could charge 4 vendors, $20/month and make $280/year - for nothing.
Now, you may ask, "Why pay that much for a newsletter? I can get some for free!" Well, that's fine. You can do that. My experience is though, and this is what Realtors who have hired me to do their newsletters for them tell me, their standard, free, templated newsletter gets little results. Very few opens let alone click throughs.
PLUS, I use a free email program (500 contacts, 3,000 emails/month) that allows you to post all your newsletters on Facebook, Twitter, My Space, StubleUpon, etc. Very useful!
They key to a good newsletter is GOOD CONTENT. Make them want to open it, and they will be waiting for it to come every month!
If you have great design & content, this will correlate directly with your open and click through rates. The higher those rates get, the more you can charge for newsletter advertising.
TC Business Management, LLC - www.TCMandD.com - is a full service marketing firm that specializes in real estate. Search our blog for great marketing tips or feel free to call or email!
Monday, December 14, 2009
What's Wrong with my Postcards?
Have you sent a lot of postcards to your database or farm and not gotten any response? Well, there could be a couple reasons why. The number one rule to marketing is consistency. If you send postcards for 2 months then stop for 6 and send for another month and stop again, you're wasting your time. Some say something is better than nothing, but in the previous case, it's not. Don't waste your money.
Now, if you have the consistency, but no results than you're doing something wrong. Poor content, bad design, no call to action...People don't like what your sending them and it's not making them think of you as a Real Estate Expert that they would call.
Let's start with content. Send people information that they are going to be interested in and that will also make your look like a neighborhood expert. Market statistics, recent sales, neighborhood news, home maintenance tips, local vendors, real estate news, your real estate buying/selling statistics, etc., that is what people want from their realtor. Make yourself look like an expert. Don't send recipe cards - you're not a chef!
Bad design is another issue. Use a great headline and a lot of white space. You want this card to be easy to read and understand. Don't make it too boring though. A little bit of design sense is worth the modest cost. Just don't let an artist put their vision on your design. Try to work with someone who understands design AND marketing.
Always include a call to action. Make sure to ask for referrals or direct them to visit your website for more valuable information. If you don't ask them to do anything, they won't!
TC Business Management, LLC, www.TCMandD.com, is a firm specializing in marketing. Your time should be spent with clients, not designing and maintaining marketing systems. TC believes in result driven marketing. We want to grow your business as much as you do!
Now, if you have the consistency, but no results than you're doing something wrong. Poor content, bad design, no call to action...People don't like what your sending them and it's not making them think of you as a Real Estate Expert that they would call.
Let's start with content. Send people information that they are going to be interested in and that will also make your look like a neighborhood expert. Market statistics, recent sales, neighborhood news, home maintenance tips, local vendors, real estate news, your real estate buying/selling statistics, etc., that is what people want from their realtor. Make yourself look like an expert. Don't send recipe cards - you're not a chef!
Bad design is another issue. Use a great headline and a lot of white space. You want this card to be easy to read and understand. Don't make it too boring though. A little bit of design sense is worth the modest cost. Just don't let an artist put their vision on your design. Try to work with someone who understands design AND marketing.
Always include a call to action. Make sure to ask for referrals or direct them to visit your website for more valuable information. If you don't ask them to do anything, they won't!
TC Business Management, LLC, www.TCMandD.com, is a firm specializing in marketing. Your time should be spent with clients, not designing and maintaining marketing systems. TC believes in result driven marketing. We want to grow your business as much as you do!
Tuesday, December 1, 2009
6 Basic Website Necessities
Creating a basic website potential clients will want to use isn't as hard as you may think. Why do people come to your website? Search for homes, find area information, find real estate information, find financing information, etc., etc. Build off that...
1- Search for Homes - make sure your search engine is very prominent and easy to use. Create a large link of the home page directing people to that page. You can also setup pre-designed searches that may target your niche - say, homes in a certain area, for a certain price, or foreclosure/short sale listings, golf course communities, 55+ communities, etc. Be creative with it.
2- Real Estate Information - the most important topic you can have on your site today through June of 2010 is related to the tax credit. Make sure you have a prominent link on your site that directs visitors to all the details. Also, sellers like to see market data. Have a page that you update bi-weekly or monthly for your areas sales and listing data.
3- Virtual Tours - Buyers love Virtual Tours! Create one for each of your listings and market it. Under your featured property section, be sure to include links to each listings virtual tour.
4- Open Houses - Potential buyers go to open houses. Especially if they aren't working with an agent yet. Make it easy/motivational for them to contact you and get a list of open houses directly from the MLS.
5- Blog - create a blog and post to it often. It will generate leads for your site and encourage people to come back often. Loyalty is important. You don't want your leads going and finding another site.
6- Finally - offer value. What makes you better than every other agent? Buyers and Sellers don't care about awards. They care about results (even though they run hand and hand). Don't say that you are a Multi-Million Dollar Producer, say that your listings sell for 97% of list price. That's what they want to hear. They need to feel like they are getting something more from you than another agent.
You may have come up with other great ideas for content to include, but just don't have the time to create or implement them. That is what TC Business Management, LLC - www.TCMandD.com - is for! We are a firm that specializes marketing. Your time should be spent with clients, not designing marketing materials. TC believes in result driven marketing. We want to grow your business as much as you do!
1- Search for Homes - make sure your search engine is very prominent and easy to use. Create a large link of the home page directing people to that page. You can also setup pre-designed searches that may target your niche - say, homes in a certain area, for a certain price, or foreclosure/short sale listings, golf course communities, 55+ communities, etc. Be creative with it.
2- Real Estate Information - the most important topic you can have on your site today through June of 2010 is related to the tax credit. Make sure you have a prominent link on your site that directs visitors to all the details. Also, sellers like to see market data. Have a page that you update bi-weekly or monthly for your areas sales and listing data.
3- Virtual Tours - Buyers love Virtual Tours! Create one for each of your listings and market it. Under your featured property section, be sure to include links to each listings virtual tour.
4- Open Houses - Potential buyers go to open houses. Especially if they aren't working with an agent yet. Make it easy/motivational for them to contact you and get a list of open houses directly from the MLS.
5- Blog - create a blog and post to it often. It will generate leads for your site and encourage people to come back often. Loyalty is important. You don't want your leads going and finding another site.
6- Finally - offer value. What makes you better than every other agent? Buyers and Sellers don't care about awards. They care about results (even though they run hand and hand). Don't say that you are a Multi-Million Dollar Producer, say that your listings sell for 97% of list price. That's what they want to hear. They need to feel like they are getting something more from you than another agent.
You may have come up with other great ideas for content to include, but just don't have the time to create or implement them. That is what TC Business Management, LLC - www.TCMandD.com - is for! We are a firm that specializes marketing. Your time should be spent with clients, not designing marketing materials. TC believes in result driven marketing. We want to grow your business as much as you do!
The New Marketing Plan for 2010
Times change fast! What you did this year, let alone 2 years ago, may not be the most effective or cost efficient means for reaching your sphere and farm anymore.
Here's a marketing plan I think your will love for 2010.
Sphere:
•· Monthly Email Newsletters
•· Quarterly Newsletters
•· Phone calls - yes, call them!
•· Become Facebook Friends
•· Birthday/Holiday Cards or Letters
•· Client Appreciation Party
Farm:
•· Monthly Postcards with the right content
•· Door Knocking w/ Market Stats
•· Send them your listings (quarterly) with some of your own agent statistics.
Listing Marketing:
•· Get online!
•· Online Listing Syndication
•· Virtual Tours
•· High Quality Photos
•· Individual Property Websites
•· 800 Numbers - Get more leads!
•· No more FREE CMA's! How about a home staging consultation or home enhancement consultation from a contractor?
•· Website Hit/Lead Reports to sellers - communication is key!
•· Print advertisements are still relevant, but make them worth it. Make buyers or sellers want to call you.
General Marketing:
•· Update/New Website
•· SEO for your website - your website should be generating you leads...
•· Pay-per-click
•· Blog Posts/Article Writing
•· Facebook is a huge marketing asset. Use it!
•· Seminars - Buyer, Seller, Short Sale
•· Don't forget about FSBO's & Expireds
Test Your Marketing:
•· Track your results!
•· Where are the calls coming and not coming from?
•· Edit plan as needed to get the best results
This marketing plan is extremely simple, yet most agents don't even get this far. It's hard to manage clients AND handle all the aspects of being a business owner, but just a little effort will go a long way towards increasing your sales.
TC Business Management, LLC - www.TCMandD.com - can provide you with the help you need at a very modest cost. We are a firm that specializes marketing. Your time should be spent with clients, not designing marketing materials. TC believes in result driven marketing. If it doesn't work, we will correct it until it does!*
*See website for details on our marketing results guarantee.
Here's a marketing plan I think your will love for 2010.
Sphere:
•· Monthly Email Newsletters
•· Quarterly Newsletters
•· Phone calls - yes, call them!
•· Become Facebook Friends
•· Birthday/Holiday Cards or Letters
•· Client Appreciation Party
Farm:
•· Monthly Postcards with the right content
•· Door Knocking w/ Market Stats
•· Send them your listings (quarterly) with some of your own agent statistics.
Listing Marketing:
•· Get online!
•· Online Listing Syndication
•· Virtual Tours
•· High Quality Photos
•· Individual Property Websites
•· 800 Numbers - Get more leads!
•· No more FREE CMA's! How about a home staging consultation or home enhancement consultation from a contractor?
•· Website Hit/Lead Reports to sellers - communication is key!
•· Print advertisements are still relevant, but make them worth it. Make buyers or sellers want to call you.
General Marketing:
•· Update/New Website
•· SEO for your website - your website should be generating you leads...
•· Pay-per-click
•· Blog Posts/Article Writing
•· Facebook is a huge marketing asset. Use it!
•· Seminars - Buyer, Seller, Short Sale
•· Don't forget about FSBO's & Expireds
Test Your Marketing:
•· Track your results!
•· Where are the calls coming and not coming from?
•· Edit plan as needed to get the best results
This marketing plan is extremely simple, yet most agents don't even get this far. It's hard to manage clients AND handle all the aspects of being a business owner, but just a little effort will go a long way towards increasing your sales.
TC Business Management, LLC - www.TCMandD.com - can provide you with the help you need at a very modest cost. We are a firm that specializes marketing. Your time should be spent with clients, not designing marketing materials. TC believes in result driven marketing. If it doesn't work, we will correct it until it does!*
*See website for details on our marketing results guarantee.
Cost Effective Listing Marketing That Works!
Having done a lot of different listing marketing combinations for a lot of different realtors, I've learned a think or two about what works. Here's what I would recommend...
1- BUYERS LOVE VIRTUAL TOURS! The clicks you will get via internet marketing b/c of these tours is something you will love to share with your sellers.
2- THE QUALITY & QUANTITY OF YOUR LISTING PHOTOS - This is huge! Make sure you have great pictures (staging the home comes into play here) and a lot of them. Buyers love to look at pictures. This is truely their first impression of the home.
3- FREE RECORDED INFO 800 #'S - Don't waste that listing! Buyers will call these numbers and become possible new clients. They are worth it.
4- 'SOFT SELL' ON NETWORKING SITES - I hate when realtors just post their new listings, price reductions, etc on facebook. Boring... A spin on this idea is to upload your listings great photos to your album and your sellers album (if they have one) and then comment back and forth. The exposure doubles and people are more interested with interior photos then exterior and what you have to say about them of course.
5- CRAIGSLIST & OTHER SITES - They work! I track the clicks and buyers are definitely using Craigslist to search for homes. Make sure you use an html version with a lot of great photos. OpenHouse.com is great for open houses too :)
6- INTRO LETTER OUTLINING MARKETING STRATEGY - Tell your sellers what they are going to receive. Don't let them tell you what works - you're the expert. Have it in writing before hand so they know what to expect.
7- SINGLE PROPERTY WEBSITE - I've mentioned this site before, EPropertySites.com. It's great. Tons of useful, lead generating tools with click reports to show that it's working! Only $10/listing too!
8- HEADLINE & DESCRIPTION - Very important! When I started in real estate I thought those 'picture painting' descriptions were pointless - I've learned. They really do work. Make the buyers WANT to live in the home and they just may buy it!
9- LOCAL REAL ESTATE BOOK - I don't write these completely off. Pick one and advertise consistently just to cover your bases. Not everyone is online :) I know offices that use to pay for every real estate magazine in the area all while getting little to no results. They switched to this plan and have been doing very well.
10- FLYER & BUSINESS CARDS - I've seen flyers that have paragraphs of information on them. Ugh. I just turn my head and don't even want to read them. Keep it short and make sure those great photos are on there. Create and print business card labels with your listings info on them, place them on the back of your business card and leave them along with your brochure at the property. Buyers will pick them up!
11- JUST LISTED POSTCARDS TO... - Don't just mail to the development! I know sellers like to see that, but a more important group to mail (or email) to is your database/sphere. They know you, like you and will tell someone they know about the listing (if you market to them consistently and correctly).
12- EMAIL TO AREA AGENTS - Some agents hate these emails, others read them every time. I do think they are useful. The more times your listing is out in front of an agent the more likely they are to remember it when a buyer asks for a home that fits your listings description.
Oh yeah...and a good listing price always helps! Sometimes that can be the hardest to get though...
Just some things I've picked up on...Not all inclusive, but a good start. Let me know if you guys have found any other items that work well.
I, Kim Bartells, am the owner of TC Business Management, LLC - a virtual assistant firm for realtors. If you're interested in highering a virtual assistant feel free to visit my site www.TCMandD.com
1- BUYERS LOVE VIRTUAL TOURS! The clicks you will get via internet marketing b/c of these tours is something you will love to share with your sellers.
2- THE QUALITY & QUANTITY OF YOUR LISTING PHOTOS - This is huge! Make sure you have great pictures (staging the home comes into play here) and a lot of them. Buyers love to look at pictures. This is truely their first impression of the home.
3- FREE RECORDED INFO 800 #'S - Don't waste that listing! Buyers will call these numbers and become possible new clients. They are worth it.
4- 'SOFT SELL' ON NETWORKING SITES - I hate when realtors just post their new listings, price reductions, etc on facebook. Boring... A spin on this idea is to upload your listings great photos to your album and your sellers album (if they have one) and then comment back and forth. The exposure doubles and people are more interested with interior photos then exterior and what you have to say about them of course.
5- CRAIGSLIST & OTHER SITES - They work! I track the clicks and buyers are definitely using Craigslist to search for homes. Make sure you use an html version with a lot of great photos. OpenHouse.com is great for open houses too :)
6- INTRO LETTER OUTLINING MARKETING STRATEGY - Tell your sellers what they are going to receive. Don't let them tell you what works - you're the expert. Have it in writing before hand so they know what to expect.
7- SINGLE PROPERTY WEBSITE - I've mentioned this site before, EPropertySites.com. It's great. Tons of useful, lead generating tools with click reports to show that it's working! Only $10/listing too!
8- HEADLINE & DESCRIPTION - Very important! When I started in real estate I thought those 'picture painting' descriptions were pointless - I've learned. They really do work. Make the buyers WANT to live in the home and they just may buy it!
9- LOCAL REAL ESTATE BOOK - I don't write these completely off. Pick one and advertise consistently just to cover your bases. Not everyone is online :) I know offices that use to pay for every real estate magazine in the area all while getting little to no results. They switched to this plan and have been doing very well.
10- FLYER & BUSINESS CARDS - I've seen flyers that have paragraphs of information on them. Ugh. I just turn my head and don't even want to read them. Keep it short and make sure those great photos are on there. Create and print business card labels with your listings info on them, place them on the back of your business card and leave them along with your brochure at the property. Buyers will pick them up!
11- JUST LISTED POSTCARDS TO... - Don't just mail to the development! I know sellers like to see that, but a more important group to mail (or email) to is your database/sphere. They know you, like you and will tell someone they know about the listing (if you market to them consistently and correctly).
12- EMAIL TO AREA AGENTS - Some agents hate these emails, others read them every time. I do think they are useful. The more times your listing is out in front of an agent the more likely they are to remember it when a buyer asks for a home that fits your listings description.
Oh yeah...and a good listing price always helps! Sometimes that can be the hardest to get though...
Just some things I've picked up on...Not all inclusive, but a good start. Let me know if you guys have found any other items that work well.
I, Kim Bartells, am the owner of TC Business Management, LLC - a virtual assistant firm for realtors. If you're interested in highering a virtual assistant feel free to visit my site www.TCMandD.com
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