

The Secret Art of

Real Estate MarketingReal Estate Agent

Marketing Book

Written By

(Insert Your Name Here)C. Mike Lewis

LEGAL NOTICES

The information presented herein represents the view of the author as of the date of publication. Because of the rate with which conditions change, the author's reserve the right to alter and update his opinion based on the new conditions. This book is for informational purposes only. While every attempt has been made to verify the information provided in this book, neither the authors nor their affiliates/partners assume any responsibility for errors, inaccuracies or omissions. Any slights of people or organizations are unintentional. If advice concerning legal, financial or any other real estate related matters is needed, the services of a fully qualified professional should be sought. This book is not intended for use as a source of legal or accounting advice.

STATEMENT OF EARNINGS/DISCLAIMER. Every effort has been made to accurately represent this product and itsit's potential. Examples in these materials are not to be interpreted as a promise or guarantee of earnings. Earning potential is entirely dependent on the person using our product, ideas and techniques. We do not purport this as a "get rich scheme."

Your level of success in attaining the results claimed in our materials depends on the time you devote to the program, ideas and techniques mentioned,mentioned your finances, knowledge and various skills. Since these factors differ according to individuals, we cannot guarantee your success or income level. Nor are we responsible for any of your actions.

Materials in our product and our website may contain information that includes or is based upon forward-looking statements. Forward-looking statements give our expectations or forecasts of future events. You can identify these statements by the fact that they do not relate strictly to historical or current facts. They use words such as "anticipate," "estimate," "expect," "project," "intend," "plan," "believe," and other words and terms of similar meaning in connection with a description of potential earnings or financial performance.

ALL RIGHTS RESERVED. No part of this book may be reproduced or transmitted in any form whatsoever, electronic, or mechanical, including photocopying, recording, or by any informational storage or retrieval without the expressed written consent of the authors.

Printed in the United States of America

TABLE OF CONTENTS

CHAPTER 1

Foundation Building: Developing The Mindset To Achieve Massive Success In Your Real Estate Business

CHAPTER 2

New Age Marketing: The New Rules About Marketing Your Real Estate Business In This Economy

CHAPTER 3

Attraction Marketing Strategy: Sales Messages That Magnetically Attract The Perfect Buyers & Sellers

CHAPTER 4

Lead Generation Marketing Strategy: Building Huge Lists Of Eager And Ready-To-Act Leads

CHAPTER 5

Constant Client Contact Strategy: Generating Massive Profits From Follow-Up Marketing

CHAPTER 6

The Ultimate Conversion System: Your Proven Roadmap To Reach All Of Your Marketing Goals

CHAPTER 7

Loyalty Program Marketing Strategy: How To Practically Guarantee That Your Clients Hire You When They Buy or Sell A Home

CHAPTER 8 Referral Program Marketing Strategy: How To Turn Your Past Clients Into Raving Fans That Grow Your Sales

CHAPTER 9

Strategic Marketing Alliances Strategy: Explosive Profit Growth Through Marketing Partnerships

CHAPTER 10

Website And Internet Marketing Strategy: Using The Power Of The Internet To Double Your Sales

CHAPTER 1

Foundation Building: Developing Thethe Mindset Toto Achieve Massive Success Inin Your Real Estate Business

In this book, you're going to get a chance to peek behind the curtain and discover the truth about what it takes to succeed in the real estate industry in this new economy. Many of these strategies will be dramatically different from the normal ineffective and boring traditional garbage you hear.

However, the most important thing you will gain by reading this book is hope. See, after reading this book your mind will be spinning with ideas and possibilities of what your real estate business can achieve with only a few minor changes. You will feel excited again about being in the real estate business and you'll finally be able to see all the potential that caused you to go into the real estate business in the first place. You'll be proud and happy to talk about your real estate business with your spouse, family and friends again. More importantly you will have a proven path to turn your real estate business around.

Do You Have Big Goals For

Your Real Estate Business?

One of the first things that you must establish is the goals that you have for your real estate business. Most real estate agents think they have big goals for their real estate business, but in reality they only have tiny goals. That's dangerous because small goals only get you small results. Here are some of the most common small goals that real estate agents have:

So buckle up it could get rough. Your about to peek around successful real estate agent's businesses. And discover the truth of what it takes to succeed in this Real real Estate estate industry in this new economy.

Many of these strategies will be dramatically different from the normal ineffective and traditional garbage that you hear.

I will take a harsh critical but honest look at the traditional ways of running and marketing your business and you should do the same.

But more importantly your mind will be spinning with ideas and possibilities of what your Real-estatereal estate business can achieve with only a few changes.

You will feel excited again about being in the mortgage business and you will see the huge market of potential you will once again be [proud and happy to talk about your Real-estatereal estate business with your spouse family and friends.

More importantly you will have a proven path to turn your Real-estatereal estate business around.

So without further ado let kick of this first module.

In this module you'll discover:

  * Why just trying to close a few deals a month is killing your Real-estatereal estate business.

  * And how to use your competitors to skyrocket your Real-estatereal estate business and close more sales.

  * Also how you can overcome your doubts and self-destructive habits that are holding you back.

  * And I will give you the real secret behind the success of millionaire Real-estatereal estate agents.

  * AndIn addition, I will even show you the eight things about your business that you must measure and track or you'll be looking for a day job within 6 months.

But first I want to get started by asking you one question"

Do You Have Big Goals For Your

Real Estate Business?

Have Big Goals For Your

Real Estate Business?

Because I found that Tiny tiny gGoals = Ttiny Rresults. What do I mean by tiny goals? Here is an example:

  * Closing just 1-2 deals per month.

  * Handing out five business cards each day here and there.

  * Generating five hot leads per month.

  * Get a small desk that you can use a couple times a week at a brokers office.

  * Make five phone calls today.

  * Maybe sSend out three thank you cards this week.

  * Call five expired listings this week

Just to be clear, those goals above aren't bad, they're just small. Now, let's look at some big goalsAnd how about call ten expired listings this week seems pretty good right? Well not compared to big goals because big results Big Goals = Big Results how about:

  * Closing 20-30 deals per month.

  * GCreating marketing systems that generate 100 pre-qualified homebuyer leads each month.

  * Creating marketing systems that gGenerate 100 listings each month.

  * How would you like to Get your own broker's license and have unlimited earning potential?.

  * Hiring a sales team to call every expired listing in my target market

Honestly which one sounds more like you? You see, tThe fact is you will become as small as your controlling desire; or: as great as your dominant aspiration. That's by James Allen's Chasing Greatness.

The truth is that most great achievements in life are the result of thinking big and aiming high. Small goals put chains, restrictions and limits on your potential, but when you're working towards a big goal you barrel right through tons of smaller goals by virtue of chasing the big goal.

However, in order to become your very best is to think at a very high level. After you've set your sights on big goals, then it's time to find a path to your goals.

ButAlthough isn't achieving massive success like other superstar loan officers next to impossible? Not, if you follow proven success models and systems.

If I have seen further than others it's because I was standing on the shoulders of giants. That's by Isaac Newton.

I now want to give you some passages of unlimited power by Tony Robbins now.

Reaching Your Unlimited Power by Tony Robbins

Passage #1: Long ago, I realized that success leaves clues, that people who produce outstanding results do specific things to create those results.

Passage #2: Actions are the source of all results. This process of discovering exactly and specifically what people do to produce a specific result is called modeling.

Passage #3: Modeling is the pathway to excellence. The movers and shakers of the world are often professional modelers—people who have mastered the art of learning everything they can by following other people's experience rather than their own.

Passage #4: To model excellence you should be a detective, an investigator, someone who asks lots of questions and tracks down all the clues to what produces excellence. Building from the successes of others is one of the fundamental aspects of most learning .

And, and going to will give your true Real-estatereal estate success foundation.

Chasing Greatness

The truth is that most great achievements in life are the result of thinking big and aiming high. Small goals put chains, restrictions and limits on your potential, but when you're working towards a big goal you barrel right through tons of smaller goals by virtue of chasing the big goal. However, in order to become your very best you need to spend conscious time thinking at a very high level. Then, after you have set your sights on a big goal then it time to find a path to your goals.

Right now you're probably thinking that achieving massive success like other super successful real estate agents might be impossible for your real estate business because you're struggling right now. Well, I'm here to tell you that massive success in your real estate business is within your grasp if you follow proven models and systems. However, you must follow proven systems from other successful real estate agents.

Your True Real Estate Business Success Foundation

  1. You must actually believe that you can be a super successful real estate agent.

  2. You must think like a super successful real estate agent.

  3. You must set goals and run your real estate business like a super successful real estate agent.

Your True Real Estate Success Foundation

  1. You believe you can actually be a superstar real estate agent.

  2. You think like a superstar agent.

  3. You set goals and run your business like a superstar real estate agent.

So now am going to share with you the top 6 believes that Cripple Real-estatereal estate agents and instantly prevent them from Achieving Massive Success.

The Top 6 Beliefs That Cripple Mortgage Loan OfficersReal Estate Agents And Instantly Prevent Them From Achieving Massive Success!

Crippling Belief #1: "I simply can't do it."

The Truth: Unless you've been following proven systems that other real estate agents have used to accomplish success, then you don't know what you can or cannot do.

Is it fair to not even give yourself a chance to accomplish something great? When trying a new system, you should start by doing implementing a small step and begin to build on that success.

Crippling Belief #2: "It can't be done in my market."

The Truth: Yes it can, but you may need to tweak or adjust your approach. If it has been done in another market, it can be done in your market.

When a real estate agent says it can't be done in their market, what that means is they haven't found the right way to make it work in their market. Until you actually implement a strategy or tactic that worked in another market, you will never know whether it can or can't be done in your market. While your marketplace will certainly determine what some of the variables are, your plan of attack and how you implement it will determine your success.

Crippling Belief #3: "It would take too much time and effort."

The Truth: Time and effort are not the ultimate deciding factors in the success of your real estate business.

You can put in sixty-hour workweeks and make $60,000 a year or you can put in sixty-hour workweeks and make a $1,000,000 a year. It will all boil down to knowing the right strategies and systems to implement in your real estate business. Understanding that your income will not necessarily increase because you work harder is always a tough concept for most real estate agents to accept, but it's true. You need to work smarter, not just harder. The fact of the matter is that you must work harder AND smarter to be successful in this new market.

Crippling Belief #4: "Trying new marketing strategies and tactics are too risky. I'll lose money."

The Truth: It's only too risky if you don't measure and hold your costs accountable to producing results.

It's not too risky when you break your marketing investment down into smaller dollar amounts and track your results to see what's working. You should never roll out an massive and expensive marketing campaign without testing it in a smaller way first.

Crippling Belief #5: "My clients will only hire me as their real estate agent if my fees are the lowest."

The Truth: Your fees are only one of many reasons why people choose to hire you.

If lowest fees or prices was the only reason people bought something, then why doesn't everyone drive the same type of cheap car, live in the cheapest house or buy the cheapest clothes?

People choose real estate agents for any number of reasons such as neighborhood expertise, closing time, listings you have etc. There is a marketplace at every price point, but you have to create advertising, sales processes and systems that speaks to that market.

Crippling Belief #6: "Coming up with a goal and then not achieving it is the worst thing that can happen to you."

The Truth: In reality, the worst thing is coming up with a goal and then not even trying to achieve it.

The number one reason why more real estate agents don't even attempt to reach their fullest potential is fear of failure. Success is never about avoiding failure. It's about coming up with a goal and then trying to accomplish it.

The key to overcoming your fear is changing your perspective of failure in order to embrace it as just part of your ongoing journey and true continuing education.

You MUST Change Your Beliefs

In short, you have to change your belief system about what you believe is possible for your real estate business. At the end of the day, if you can't even change your belief system about yourself, then you little to no chance of creating a real estate business that generates millions of dollars in revenue in annual sales. Therefore, once you believe that you can achieve that success then it's time to put a plan into action.

The Big Stumbling Block

One of the greatest stumbling blocks to achieving great success for most real estate agents is they cannot get their heads around how obvious and uncomplicated massive success in their real estate business can be.

Most real estate real estate agents incorrectly think that the road to success is hidden away or that it will be twisting, uphill, covered in fog, and full of pitfalls. Therefore those real estate agents:

  * Distrust obvious and straight forward answers.

  * Complicate simple concepts because they think the truth is "too common sense."

  * Tend to gravitate towards the secretive and mysterious because they think those types of strategies hold magical alluring qualities and nothing could be further from the truth.

In order to reach the next level in your real estate business, you need to overcome the complex and be able to break things down into simple steps. All plans must be reduced down to simplicity in order for you to be able to successfully implement them because no one can live or operate in complexity for very long and create lasting success in their real estate business.

The Super Simple Focal Points

In your real estate business, there are several things you must be focused on at all times. Here's a list:

Belief #1: I simply can't do it.

The Truth: Unless you've been following proven systems that others have used to accomplish success, then you don't know what you're capable of doing.

Is it fair to not even give yourself a chance to accomplish something great? You should always start by doing something small that you've never done before and begin to build upon that success until succeeding at new things becomes a part of who you are.

Belief #2: It can't be done in my market.

Yes it can, but you may need to tweak or adjust your approach. If it has been done in another market, it can be done in your market.

When a real estate agent says it can't be done in my market what that means is I haven't found the right way to make it work in my market or am not even willing to try.

Until you try an approach that worked in another market, you will never know whether it can or can't be done in yours.

While your marketplace will certainly determine what some of the variables are, your plan of attack and how you implement it will determine your success.

Belief #3: It would take too much time and effort.

Time and effort are not the deciding factors in success.

You can put in sixty-hour workweeks and make $60,000 a year or you can put in sixty-hour workweeks and make a million dollars a year.

Understanding that your income will not necessarily increase because you work harder is always a tough concept for most real estate agents to accept, but it's true.

Work smarter, not just harder. You must work harder AND smarter to be successful in this new market.

Belief #4: It's too risky and I'll lose money.

It's only risky if you don't measure and hold accountable your costs in relationship to the results they produce.

Managing the risk of growing your real estate business can be easily managed by investing small amounts on a scheduled basis and then tracking your results before investing more.

Any dollar you spend that increases your net profits is ultimately a dollar well invested.

It's not too risky when you break your marketing investment down into smaller dollar amounts and track your results to see what's working.

Belief #5: My clients will only work with me, because only I can deliver quality service.

Your clients aren't loyal to you;: they are loyal to the standards you represent.

To reach your highest sales potential, you will have to learn to teach others how to deliver the standards you've set.

Regardless of the services you provide, they can be duplicated by the right people implementing your systems.

Systems are simply road maps, instructions that allow these standards to be repeated and duplicated easily.

Belief #6: Coming up with a goal and then not achieving it is a very bad thing.

In reality, it's coming up with a goal and then not trying to achieve it that is a bad thing.

The number one reason why more real estate agents don't even attempt to reach their fullest potential is fear of failure in front of others.

Success is never about avoiding failure. It's about coming up with a goal and then trying to accomplish it.

The key to overcoming your fear is changing your perspective of failure to embrace it as just part of your ongoing journey and true continuing education.

You MUST Change Your Beliefs About What You Can Accomplish!

If you can't even change your belief system about yourself, then you can't create a million dollar real estate business.

Once you believe, then it's time to put a plan into action. But one of the greatest stumbling blocks to achieving great success for most real estate agents is They cannot get their heads around how obvious and uncomplicated massive success in their real estate business can be.

Now let me share with you the hidden path to success.

The Hidden Path Toto Success

Most real estate agents incorrectly think that the road to success is hidden away, and if you could find it, it would be twisting, uphill, covered in fog, and full of pitfalls. ThereforeTherefore, real estate agents do the following;:

  * Distrust obvious and straight forward answers:

  * Complicate simple concepts because we think the truth is common sense: and.

  * Tend to gravitate towards the secretive and mysterious because they hold magical alluring qualities.

Then, even after finding the path to success clear and simple, the temptation then becomes to go and make it so complicated that it requires a rocket scientist to unravel the self-made ball of yarn.

Making the simple complicated is common play however making the complicated simple awesomely simple that's creativity.

SoTherefore, you MUST OVERCOME THAT COMPLEX.

See all plans must be reduced to simplicity in order for us to be able to implement them. No one can live or operate in complexity for very long and create lasting success.

If you think about when you wake up in the morning and all the steps you do just to get into your car and drive off to that client you would overwhelm yourself. But lasting success will always be determined by your ability to reduce things to their simplest level and then take action.

Here are now the super simple focal points.

The Super Simple Focal Points

  1. Buyer & Seller Leads

  2. Seller Listings

  3. Leverage People, Systems & Tools

It may seem too simple, but byPeriod those are your super simple focal points. With focusing on those three focal points you can be massively successful.

Now am going to talk about The 9 Ways a Superstar Agent Is Dramatically Different from the Average Real Estate Agent.

The 9 Ways Aa Superstar Agent Is Dramatically Different From The Average Real Estate Agent.

Superstar Agent Difference #1::

Superstar agents have a big reason for being in the real estate business.

The top agents have a purpose, a mission, or a need, that in turn gives them tremendous focus.

Their big reason or big why brings big focus and big energy, while a little why or reason only brings little focus and little energy.

Superstar agents know that by doing their best to accomplish their big why, everything will also be brought up to another level.

Superstar Agent Difference #2:

Superstar agents develop the habits they need to accomplish their big goals.

The truth of the matter is that your habits will either serve as a springboard to your next level of your success or as a quicksand pit that keeps you stuck at current level.

In short, the professional habits you build will either empower you or restrict you from succeeding.

The key is to focus on big goals and consequently, you will be developing the habits that are necessary to achieve your highest level of success.

Superstar Agent Difference #3:

Superstar agents believe that massive lasting success is truly possible in every area of their business.

It's a proven fact that if you truly believe something is possible; you tend to focus on the ways to make that possibility a reality. But on the other hand, if you don't think something is possible, then you will tend to focus on why it can't be done. There are three stages of possibility thinking that people can either get stuck in or go through:

  1. Nothing is possible

  2. Something is possible

  3. Anything is possible (This is the mindset of superstar real estate agents.)

When presented with a challenge, do you first think of the ways you could succeed or the ways you could fail? See, high achieving real estate agents are always looking for ways to get to the level of success they envision in their minds.

The only real question for superstar agents is "What must they change and/or do to get to their next level of success?" They don't question if the next level of success is possible. They know it's possible. Is that how you view your real estate business?

It's a proven fact that if you truly believe something is possible,possible : you tend to focus on the ways to make that possibility a reality. Also, if you don't think something is possible, then you will tend to focus on why it can't be done.

Three stages of possibility thinking that people can either get stuck in or go through are:

  1. Nothing is possible.

  2. Something is possible.

  3. Anything is possible.

Ask yourself the question When presented with a challenge, do you first think of the ways you could succeed or the ways you could fail?

High achieving real estate agents are always looking for ways to get to the level of success they envision. The only real question for superstar agents is:

What must they change and/or do to get to their next level of success.

Is that how you view your real estate business?

Superstar Agent Difference #4:

Superstar agents take massive action once they have charted a course to success.

The issue for most agents is that they invest massive amounts of time gathering information, doing research, assembling all the tools that they'll need for success and then they take little to no action at all. This is known as Getting ready to Get Ready.

In most cases, gathering all the tools and taking no action is a reflection of the inner fear that the agent has about their goal.

Superstar agents know that taking no action leads to no real progress towards their goals.

Superstar Agent Difference #5:

Superstar agents are able to take productive action even if they feel fear.

One of the big obstacles for most agents is that they take one or more steps forward, but because they hit a few roadblocks or have a few issues implementing a strategy, they then become paralyzed by the fear of failing.

When most agents feel that fear, they tend to give in and lose all the momentum they've gained instead of stopping and reflecting on what's truly going on in their heart and mind.

In some casesOn the other hand, superstar agents are able to even uuse their fear of failure to motivate themselves to take massive action instead of being frozen with fear.

Superstar Agent Difference #6:

Superstar agents know that they have to try many ideas and tactics to get the results they desire.

If you know that the odds of you succeeding in your real estate business are one hundred to one. Then, if you have 100 attempts, you're guaranteed to succeed.

Superstar agents are able to control and manage their perception of the journey that they're taking on the road to their success. Glass half full or glass half empty...both are right.

Superstar agents know that failure is just stepping-stones on their journey to success. They experience temporary setbacks and then choose to build upon those setbacksit to overcome them and prevent themit from happening again. Then, they move forward again.

Superstar Agent Difference #7:

Superstar agents use ethical strategies to compete intensely for client.

While most agents are just trying to make a living, superstar agents are striving to ethically dominate their competition.

Most real estate agents never get to the point where they begin to think of dominating a marketplace because they don't understand how to implement winning strategies.

Don't fall in love with just following the rules that govern the real estate industry, but learn how to use the grey area in between rules to make money in your real estate business.

Superstar Agent Difference #8:

Superstar agents create and maintain standards to consistently deliver excellence as their business grows.

The key is to clearly define what performance standards you need and then holding everyone accountable to meeting or exceeding those standards.

The standards that superstar agents develop and implement are then used as part of their advertising and marketing campaign to help them stand head and shoulders above their competition.

Developing and implementing the standards from the beginning of your real estate career sets you on the path for tremendous success in your business as it grows.

Superstar Agent Difference #9:

Superstar agents deliver an almost unbelievably high level of service that can rarely be matched.

Superstar agents have a burning desire to serve their clients. They always focus on delivering a high level of service.

The best agents know exactly why they should be hired and are able to tell their prospects in clear terms. Also,

Tthey always keep in mind that sellers want the most amount of money, in the shortest amount of time, with the least amount of problems of course. AndIn addition, they always keep in mind that buyers want the right home..., at the best price...at, in the right time..., with the least amount of problems.

Now that you recognize the difference between average agents and superstar agents, let's go deep into their businesses by talking about the 9 key areas Of the Real-EstateReal estate Business That Superstar agents should Measure, Track and improve on.

The Eight Key Areas Ofof Thethe Real Estate

Business That Superstar Agents

Measure, Track Andand Improve!

Key Area #1: Leads Generated

Leads are the lifeblood of your real estate business. Without a consistent flow of leads, your real estate business dies. In addition to generating leads, you alsoYou need to know how manytwo things about the leads you must generate to meet all of your other goals.:

You need to know the following:

  1. How many leads you're receiving.

  2. Where the leads are coming from.

One of the most important things you can learn from tracking your leads is the conversion rates for you and your staff. You'll be working to get at two key conversion rates:

  * Conversion rate for converting calls into buyer appointments.

  * Conversion rate for converting calls into seller appointments.

Key Area #2: Listings

The large majority of successful real estate agents base their Your entire business model should be built aaround obtaining a certain number of seller listings each month and each year. The reason why is because

Sseller listings have the most profit potential and will attract all the buyers you need to hit your income goals.

Many real estate agents mistakenly try to get buyers before getting a listing, but seller listings that are properly marketed will generate many more than enough buyer leads and buyer contracts.

Key Area #3: Contracts Written

This seems obvious, but many real estate agents don't track how many of their leads are actually converting into written contracts.

Here are the three key numbers you need to know about sales contracts written:

  1. Number of units written

  2. Total volume written

  3. Gross income written

You should also separate listing contracts written from buyer contracts written. This allows you to hone in on the real issue should a problem arise.

Key Area #4: Contracts Closed

After you begin tracking how many leads are converting into written contracts, you now need to know how many are closing.

You need to know:

  1. \- Number of units closed

  2. \- Total volume closed

  3. \- Gross income closed

Just like your written contracts, you want to separate listings from buyer contracts.

Key Area #5: Money

You must think of your career as a businesstreat your real estate business like any other business. Therefore, you will need to know all the numbers and exactly where each dollar is going.

Here's what you need to track:

  * Gross closed income - —Howhow much money did we make?

  * Budget - —Howhow much money did we spend?

  * Net income - —hHow much money did we earn as profit?

  * Agent compensation - —Howhow did I personally earn?

Key Area #6: People

It is virtually impossible to maximize your personal and earning potential without others helping you.

Here are the three major areas:

  1. Recruiting - —Whatwhat people needs do I have?

  2. Training - —Whatwhat training needs do I have?

  3. Management - —Whatwhat performance or accountability issues do I have?

Key Area #7: Systems/Tools

The first step in developing systems is to document your own methods in order to provide a blueprint for your team members to follow.

Systems provide a way for you to guarantee that the standards you set are implemented by everyone that comes in contact with your leads.

Tools are everything from computers, equipment, and phone systems to something as simple and as vital as a job description.

  * What new systems or tools do you need to add?

  * What current systems or tools do you need to improve or upgrade?

Key Area #8: Personal Education

Your personal education should be prioritized and invested in just like any other part of your business.

Without your own personal development, you won't have the skills and knowledge to sustain the growth in your business.

You need to ask yourself the following:

  * What knowledge do I need to learn? What skills do I need to acquire?

  * What knowledge do the individuals on my staff need to learn? What skills do they need to acquire?

MODULECHAPTER 2

NEW AGE MARKETINGNew Age Marketing:

The New Rules Aboutabout Marketing Your Real Estate Business Inin This Economy

Unless you've been living under a rock, you've noticed that the economy has changed and getting listings and buyers is harder than ever before.

Have You Noticed?:?

  * Sellers are more skeptical.

  * Buyers are leery of committing to signing with you.

  * Ads and promotions that worked in the good old days,days don't do diddly-squat now.

  * It's costing you more and more just to break even...and you feel lucky for even that!

  * Your clients are wanting more and more services before they sign an exclusive agreement.

Long story short, it's tough out there. However, there are things that some real estate agents are doing that makes it even harder than it has to be because they're violating one or more of the new But why you're probably violating one of the new rrules of running your real estate business in this new economy!.

And what exactly are the new rules? Well lIn this section, we'll examine those new rules.et's get to them right away.

NEW RULES OF RUNNING REAL ESTATE BUSINESS IN THIS NEW ECONOMY

New Rule #1: Prospects do not want to be sold to,. Everever.

You need to sStop being a real estate salesperson and become a real estate marketer.

Salespeople sell clients what they have. Marketers make sure they have what clients want to buy.

If all of your advertising looks like an ad, prospects will tune it right out. Prospects only care about what's important to them. They don't really care who you are.

You need to mix it up and Mmake some of your ads look less like ads and only focus on your prospects.

New Rule #2: The client has the only vote that counts,. Pperiod.

One of the biggest marketing mistakes real estate agents make is not understanding and addressing client needs.

Most real estate agents NEVER never ask their clients for feedback about what they did or didn't like about their process. That's tragic, because t

The biggest breakthroughs in your real estate business usually will most likely come from your clients, but you must get the information like:. That's why you need to get critical information from your leads, prospects and clients lie:

  * What motivatess the prospects I want to work with?

  * What's most important to them about buying or selling a home?

  *   * Also dDo they want a quick sale or the most money?

New Rule #3: You must test everything in your real estate business in order to improve upon it.

Instead of guessing at what you think may work, you should develop the habit of, testing thingsit out in an ad or on a client and get their feedback. Don't underestimate how powerful this is.

You must test every component of your marketing pieces. If they don't at least pay for themselves, while driving qualified leads into your real estate business, then stop doing it. By the way,

Tthe only way to test something is to require the prospect to take a specific action upon seeing the ad. This is called direct response advertising. It allows you to measure and track the effectiveness of all your marketing.

New Rule #4: Prospects need a unique, persuasive and compelling reason to choose you as their agent.

Every client always wants to know what's in it for them. Don't waste your time with the normal self-promotional and bragging image advertising.

Your marketing message must be specific to your prospects needs, wants and problems. That's why Yyou need a unique selling proposition (USP) that tells customerclients exactly why they should choose you at their agent.

New Rule #5: Iif you try to be an expert on everything, you hinder your effectiveness in everything.

You must pick a specific type of prospect that you want to target and then tailor all a specific marketing campaign andyour advertising to that prospect.

In your real estate business marketing you should never try to list everything you could doclaim to be a specialist at everything. It's not believable. Pick one.

Also, Yyou are not focusing on attracting anybody and everybody NOT after ANYONE and EVERYONE who is looking to buy or sell a home. Your ads need to be specific and compelling to draw a specific type of prospect that is most likely to hire you while bringing in the most income..

New Rule #6: Of It must easy and fun for prospects to do business with you.

Don't be complicated and difficult, because if prospects have to do too much work, they won't stick around to give you another shot.

For most prospects, calling your office to have to speak to a salespersonyou or your assistant is not fun or easy. That's why Uusing pre-recorded messages or mini-websites detailing property information can work really well.works so well.

You need to focus on being inviting, non-threatening, educational, informative and inspiring to do business with.

New Rule #7: You must take scheduled time away from your business in order to improve and implement the things that are important to your clients.

In order for you to view your business from your client's perspective, you must take time to work on your business.

You real estate business is not your life. Your business and your life are completely separate things. And tThe key is to step outside your own shoes and become to come up with ways to systemize your standards. This allows you to see dozens of various ways that you can help your clients in a more efficient and profitable way.

Your real estate business should serve you and your goals.

New Rule #8: You can't do everything all by yourself, because it dramatically limits what you're able to accomplish.

If it's only you, then when you run out of time, money, energy, ideas, etc. Then, there's nobody there to catch you or help you accomplish your goals.thing else.

Also, Ddon't fall into the trap of working harder, but getting less and less results. For example, do you close 17 times more deals if you work 17 more hours? No!!!Obviously not. That's not the way it works.

You must leverage your marketing, the people around you and technology to help you make dramatic increases towards your goals and results.

New Rule #9: Stop reinventing the wheel every single time because of a lack of effective systems.

Systems working together create a predictable, consistent and highly successful business.

If your real estate business is not built on systems, then all you have is a job that requires you to start over every day.

You need a system for:

  * Attracting prospects.

  * Converting them to appointments.

  * Converting the appointments to clientssigned contracts..

  * Pprovidinge clients with superior service.

  * And tTurning clients into lifetime clients.

You're in a very different real estate market from twenty, ten or even five years ago. It's time to do things very different in this new real estate market.

This Is About New Beginnings

You're in a very different real estate market from twenty, ten or even five years ago. It's time to do things very different in this new real estate market. You need to approach your real estate business from a totally different perspective and consider things like:

  * New Marketing Strategies

  * New Overall Business Focus

  * New Direction For Your Business

  * New Energy Fromfrom Your Support Team as well.

  * New Outlook On Your Marketplace

  * New Staff If Needed too.

This Is About Building New Business Habits

You should be willing to Llearn from your competitorscompetitor's success and failures. . And always, always, always asking andas well as actively listening to your clients and prospects. Don't be afraid to

Ttake the best ideas from different industries and apply them to your real estate business. You need to have tThe ability and desire to change quickly in response to market opportunities and changes.

Let me ask you a question:,

Why Are You In The Real Estate Business?

Well The purpose of ANY business, including the real estate business, is not to provide jobs for the public. The first responsibility of ANY business is to make its owners and investors rich. – That's by Dan Kennedy (Author).

Face Thethe Music

The fact of the matter is that Tthe market's changed. The goals and desires of buyers and sellers have changed. The economy has changed. The question is;, Whywhy haven't you changed your marketing, advertisingadvertising, and business systems?

Now let me take you some of the signs of the different times that is the old and the new.

Sign of The Times

The Old Way

In the good old days, you could be successful in your real estate business doing the following::

  * Making mind-numbing phone calls.

  * Doing floor time.

  * Working with clients you don't like because you have to.

.

  * Living with your cell phone glued to the side of your head for fear of missing an opportunity..

  * You're a slave toChasing every poorly qualified prospect who doesn't value you or your time..

  * Wasting tons of money on image ads that brag about how great you are.

.

  * Wasting time every week shuttling back and forth to everyone else's listings..

The New Way:

However, when you embrace the new ways of getting clients in this new economy, you enjoy the following benefits:

  * Not having to chase prospects.

  * Compelling prospects to call you using emotional direct response advertising.

  * Using technology to sift, sort and screen your leads to only work with only the hottest leads..

  * Only work with prospects who value you and your services and will work with you under your terms..

  * Enjoy what you're doing because you're having fun helping qualified clients..

  * Only work with prospects you want to work with you and do things your way..

Let's go deeperThe Secret To Reaching All Of Your Business Goals

When it comes to lasting success in your real estate business, there is What's the one thing that will determine whether or not your real estate business succeeds or fails? Is it:. What do you think that one thing is?

  * Quality properties?

  * Client Focusfocus?

  * Good Staff staff & Support support Teamteam?

  * How about the lLowest closing fees?

  * How about theThe Best best scripts?

Well WRONG!If you chose any of the answers above, you'd be wrong. The one thing that will determine the long-term success of your real estate business is Yyour ability to consistently find sellers and buyers who are willing, readyready, and able to sell or buy a home. That is the number one determinant of your real estate business success. – In other words MARKETING! – in other words marketing.

In fact, And good marketing at that.

Here is a The Secret Toto Success Tthe sooner you become the marketer of your real estate business instead of the doer of your real estate business, the faster your income and real estate business will grow!

Let me guide you through the new definition of marketing.

What Is The New Definition of Marketing?

Most real estate agents think of mMarketing as getting new clients, but the new definition of marketing is this; anything that you would do or can do to get clients AND keep clients.

When you The light comes on now when you realize that everything is marketing, your real estate business looks totally different to you. You see obvious mistakes when you consider how your client or prospect might view situations, events or documents. You also see a ton of opportunities for improvement or chances for sales.

However, allALL marketing strategies mustMUST be held accountable to producinge profits. You must know the effectiveness of each ad, letter, flyer, postcard etc. Your marketing must be a system that's predictable and able to be duplicated.

BRING FRIENDS OR ELSE Every dollar that you spend must come back to your bank account with at least 5 new friends to join him.

When done correctly, there is no better investment in your real estate business than marketing. Everything else is a cost. However, the key is to only use direct response marketing or advertising.

You must know your Return Onon Investment (ROI) at all times. But hHow? Well let me take you precisely how you can do that.

Direct Response Marketing

What Is Direct Response Marketing Advertising?Direct response Mmarketing is marketing that is designed to generate an immediate response, where each response (and purchase) can be measured, and attributed to individual advertisements.

You may be asking why use direct response marketing or what are the upsides to it.

Why Direct Response Marketing?

There are many benefits to using direct response marketing. Here are a few:

  * It's personal, specific, clear and simple.

  * Makes it easy to use multi-step marketing to answer questions and overcome objections through marketing

  * Its Twotwo-way Gets gets the word back

  * Results in a long-term relationship

  * Easy to know and track your R.O.I

  * It also allows you to know exactly what the value of a lead and customerclient is.

There are three types of direct response marketing, that, when done correctly, have the potential to generate more than enough leads for you to achieve your income goals.

  1. Classified

  2. Editorial

  3. USP

Classified Ads

This is the old fashioned ad that you can see in the classified section of newspapers.

It's inexpensive, so you can get started for dirt-cheap. However, because it's so cheap every other agent will be doing it.

You Mustmust be very specific about what your classified ad isit's offering because of the limited amount of space.

Also, tThe most effective classified ads target geographic are, unique type of property and the type of prospect.

Here is an example: "It's a new home $3500 down less than $1000 a month" "it's a gorgeous big home private lake lot and there is great schools around" so your prospect has kids.

Editorial Style Ad

This is an ad that is designed and written to appear more like an article that would naturally appear in the publication.

The headline of this type of ad speaks directly to a specific type of prospect and draws them into reading the article/sales copy. The ad is written to fuel the desire of the prospect to know more about what was written in the ad.

At the end of the ad, there is a call to action that rewards the reader for taking a specific action. Here is an example;:

  * "Why 90% of the sellers don't get asking prices of their home" this is targeting somebody who owns a home. In the end it wants you to call a number with a certain extension.

USP Focused Ads

These types of ads are designed to promise a huge benefit in the headline that clearly lets a prospect know why they should hire you.

This type of ad can stand alone with its promise or be combined with any other type of direct response marketing.

The real power of USP focused ads are the ability to promise to give a prospect exactly what's important to them. E.gG. For example it could be something like; "Your home sold in 120 days or we buy it!"

It's fast easy and effective. And you need to make it plain and simple.

Make It Plain & Simple

When it comes to creating advertising and marketing messages that are effective, there are some guidelines that you should follow:

1. Start by understanding the benefits your prospect wants and offer them it in your ads.

2. Communicate these benefits in an attention-grabbing, compelling and motivating manner.

3. Make an offer that has universal appeal to your defined target.

4. Make a soft offer that is non-threatening for prospects to respond to.

5. Make it easy and non-threatening for prospects to get further information and to leave their name and address.

6. Implement tracking mechanisms in your ads that you can test while tracking.

So what's the direct response difference? Let me show you.

The Direct Response Difference

Using direct response in your real estate business can make a huge difference in the effectiveness of your advertising and marketing. Let's walk through the steps to illustrate that difference:

  1. Direct response marketing sStarts with an attention grabbing headline that makes a bold and simple to understand claim, promise or offer.

  2. The hHeadline qualifies who the remainder of the message/ad is written for and has ONE one clear and simple goal to get the prospect to contact you for what you're promising to give them.

  3. AND It Presents presents a clear call to action like, "Call this number..., Go to this website..., Mail to this address..., Bring this coupon in on this date... etc."

Ultimately Ddirect response marketing allows you to know the true value and worth of each and every client. Most real estate agents don't have a clue about the lifetime value of their clients.

Let me explain what the lifetime value of a client is.

What Is The Lifetime Value Of Clients?

Lifetime value is how much a customerclient will purchase during his lifetime of working with you. By focusing on LTV, an agent gets a much more realistic picture of the value of keeping customerclients loyal. However, in order to get to that number, you need to know answers to the following questions:

Questions you need to answer:

  * What's the average amount of your fee from each closing?

  * How often do they purchase another house or property?

  * How much do they spend over the course of their lifetime with you?

If you don't know the answers to this these questions, then you are at a huge disadvantage

If on average every client spends brings in $105,000 to $15,000+ in fees over the course of their lifetime with you., Hhow many clients would you try to get in your sales and marketing funnel?

How much would you be willing invest on marketing to get one customerclient if each customer client was worth $15,000 to you?

The real power and breakthrough in your real estate business will occur when you harness the knowledge of your lifetime value of your clients and use it to implement direct response marketing in all your advertising.

CHAPTER 3

Attraction Marketing Strategy: Sales Messages That Magnetically Attract

The Perfect Prospects

If you're having a problem getting people to hire you as their real estate agent, it's probably because they don't know why they should choose you over any other agent. However, more disturbing than the fact that the prospects don't know why they should choose you over any other real estate agent is the fact that most agents don't even know why the prospect should choose them.

So, the first question you must answer in your own mind is,

"Why should a prospect choose me over any other and every other option for buying or selling a house that's available to them, including doing nothing?"

If you can't answer that question, then it's time to do some soul-searching and figure out the answer to that question. However, the good news is that when you find the answer to that question, you will have uncovered your competitive advantage and unique selling proposition, otherwise known as your U.S.P.

Your U.S.P. is vitally important because it sets the strategic direction for your real estate business. It helps you define where your business is going and what you stand for. Your USP is not simply a marketing or advertising thing or trick. A compelling USP is more than a headline at the top of your ads. Your USP is the backbone of your real estate business and helps you turn people you're talking to into clients.

Now I want to share with you some examples of good and bad USP's. Let's start by examining some bad examples:

  * If you are using been in business X amount of years.

  * Lowest fees guaranteed.

  * We offer every type of listing.

  * Satisfaction Guaranteed

All clients hear when you use those statements in your marketing is the same tired statements that every real estate agent has used for many years.

Now let's look at U.S.P.'s that built billion dollar companies from the ground up:

  1. Fed-Ex: When it absolutely, positively has to be there next day.

  * When you had a high priority document that you needed to get somewhere overnight, you choose FedEx.

  2. Raymour & Flanigan: Guaranteed delivery of your furniture in 3 days or less.

  * They were the first furniture retailer in New England to offer 3 day delivery, so if you needed it fast, you chose Raymour & Flanigan.

  3. Domino's: Delivery in 30 minutes or its free.

  * If you were hungry and needed pizza fast, then you chose Domino's

Those are all examples of great USPs that set each company apart from their competitors. As you look closely at each example, you'll notice that each of those three examples have four things in common:

  1. High competition industries.

  2. Speak to their target market.

  3. Target a niche within a niche. (aka sub-niche)

  4. Regular, boring products or services.

I refer to those common things as the "it" factors that make all USPs work. Now I'll go into further details:

The "It" Factor That Made ALL Those USP's Work!

  * Precise enough to echo the prospects thoughts.

  * Addresses the biggest objection or fear to buying or selling their home.

  * Promise to solve one major problem that prospect will pay to have solved.

  * Include the dominant emotion driving the prospect.

  * Unique enough to be easily memorable.

If They Did It, So Can You!

Now let's talk about the necessary ingredients you need to include in your USP in order to make sure that it attracts your ideal prospects.

The Absolutely, Necessary Things You Must

Have To Make Your USP Compelling!

Compelling U.S.P Ingredient #1: Be unique

A unique service or bundle of services your competitor doesn't have. That's your first ingredient. You must be very creative and offer something that can't easily be knocked off by your competition.

Compelling U.S.P Ingredient #2: Be specific

Be precise and specific with your USP statement because it adds credibility and makes it more believable. Everything you state in your USP must be something that a prospect will believe you can provide for them.

Compelling U.S.P Ingredient #3: Be relevant

It must be something that is important and compelling to your prospect. If it doesn't connect with your prospect, it won't work.

Compelling U.S.P Ingredient #4: It Must Be believable

Don't offer something so unbelievable that it destined to fail because it's so far out there. Your USP must be something that a prospect believes you can actually provide for them.

Compelling U.S.P Ingredient #5: Be focused

You must be super targeted in what type of prospect you're trying to reach, while at the same time focusing on a target market that will allow you to make a sustainable income

Compelling U.S.P Ingredient #6: Be Concise

Don't waste your prospects time or space in your advertising using more words or images than absolutely necessary.

Now here are questions you must ask yourself to develop a compelling USP.

MODULE 3 \- ATTRACTION MARKETING STRATEGY: Sales Messages That Magnetically Attract Thethe Perfect Buyers Andand Sellers

Why should a buyer or seller choose you over any other and every other option that's available to them, including doing nothing?

If you can't answer that question, then it's time to go back to the basics and start over again!

What I have described is also known as Unique Selling Proposition (U.S.P) some people also call it Extra Value Proposition (E.V.P) or even Competitive Advantage.

Now this is Why You Need Aa Compelling USP:

  * Your USP sets the strategic direction for your real estate business.

  * It helps you define where your business is going and what you stand for. Your USP is not simply a marketing or advertising thing.

  * A compelling USP is more than a headline at the top of your ads. Your USP is the backbone of your real estate business and helps you turn people you're talking to into clients.

The Absolutely Worst U.S.P's

  * Been in business X amount of years.

  * Lowest prices guaranteed

  * We can help everyone with everything!

  * Satisfaction Guaranteed

All customers hear is blah, blah, blah... let Let me give you some of the USPs that actually work.

U.S.P's That Sell

Fed-Ex: When it absolutely, positively has to be there next day

When you had a high priority document that you needed to get somewhere overnight, you chose FedEx.

  1. Raymour & Flanigan: Guaranteed delivery of your furniture in 3 days or less.

The first furniture retailer in New England to offer 3 day delivery, so if you needed it fast, you chose Raymour. u

  2. Domino's: Delivery in 30 minutes or its free.

If you were hungry and needed pizza fast, then you chose Dominos.

I will now share with you the IT factor that made all those USPs work.

The It Factor That Made ALL Those USP's Work!

  * Precise enough to echo the prospects thoughts.

  * Addresses the biggest objection or fear to buying.

  * Promises to solve one major problem that prospect will pay to have solved.

  * Includes the dominant emotion driving the prospect.

  * Unique enough to be easily memorable.

What Do All Those USP's Have In Common?

  * They are in High high competition industries and business just like mortgage.

  * They are USP's that speak to their target market.

  * They Most most target a niche within a niche

  * And all were regular, boring products or services. Like furniture, Mail mail delivery or Pizza pizza come on.

But they were able to separate themselves from competition because they had a USP that spoke to their target audience.

If They Did It, So Can You!

Here is a simple 3-step USP creation formula.

The Simple 3-Step USP Creation Formula

1. Determine what your clients want.

2. Find out which of these needs you can fill.

3. Find a way to clearly state to your prospects that you are the source to fill those needs

Now let's talk about the absolutely necessarynecessary things you must have to make your USP compelling.

The Absolutely, Necessary Things You Must Have To Make Your USP Compelling!

Compelling U.S.P Ingredient #1 Be unique

A unique service or bundle of services your competitor doesn't have. That's your first ingredient.

Compelling U.S.P Ingredient #2 Be specific

Be precise and specific with your USP statement because it adds credibility and makes it more believable.

Compelling U.S.P Ingredient #3 Be relevant

It must be something that is important and compelling to your prospect. If it doesn't connect with your prospect, it won't work.

Compelling U.S.P Ingredient #4 It Must must Be be believable

Don't offer something so unbelievable that it destined to fail because it's so far out there.

Compelling U.S.P Ingredient #5 Be focused

You must be super targeted in what type of prospect you're trying to reach, while at the same time focusing on a target market that will allow you to make a sustainable income.

Compelling U.S.P Ingredient #6 Be Concise

Don't waste your prospects time or space in your advertising using more words or images than absolutely necessary.

Now here are questions you must ask yourself to develop a compelling USP.

Questions You Must Ask Yourself Toto Develop Aa Compelling USP

  1. What sets my company or business apart from my competitors?

  2. Do my loans deals close faster?

  3. Do my clients save money or time?

  4. Am I more expensive or less expensive?

  5. Do I have a better system to attract clients?

  6. Am I more aggressive in my marketing programs and strategies?

  7. Do I provide more service? Give better value? Give a better guarantee? Make it easier to do business with me?

  8. What makes me different?

These are all questions that you must have answered in order to develop your own compelling USP.

Now am going to give you Seven Proven U.S.P. Strategies You Can Use in Your Business without Lowering Your Origination Fees.

Seven Proven U.S.P. Strategies You Can

Use In Your Business Without Lowering

Your Origination Fees & Destroying Your Profits.

U.S.P Strategy #1: Unique Service:

This is a USP that highlights a unique and innovative program that you can offer to help people buy or sell a home faster and easier.

For example you can do things like:

  * "How to Get the Information on Homes You Want Without Having to Talk With Ana Real Estate Agent!"

  * "How To Get Advance Notice of Hot New Listings That Match Your Criteria!"

  * "How You Can Get A List of Foreclosures In Your Target Market!"

  * "Get Access Toto Thethe Best Down Payment Assistance Programs Withwith Our Special First Time Homebuyers Program!"

U.S.P Strategy #2: Performance Guarantee

This type of USP guarantee means that you will hold yourself accountable to your clients and there will be rewards for your clients if you can't deliver.

For example you can use something like:

  * View 6 Homes in One Afternoon With My Sunday Tour of Homes

  * How to Get the Information on Homes You Want Without Having to Talk With an Agent

  * How To Get Advance Notice of Hot New Listings That Match Your Criteria

  * How You Can Get A List of Foreclosures In Your Target Market

  * Get Access To The Best Down Payment Assistance Programs With Our Special First Time Homebuyers Program

  * View 6 Homes in One Afternoon With My Sunday Tour of Homes

  * How to Get the Information on Homes You Want Without Having to Talk With an Agent

  * "Qualify For Up To $5,000 For Your Home Purchase Oror We'll Pay You $500!

"

  * "Save $5,000 savings on Your Home Purchase Guaranteed Oror I'll Pay You $1,000!"

Now tThose are examples of USP's that are guaranteed to capture your customerclient's attention because .

Tthose are all guarantees that are based on you performing something for the client.

U.S.P Strategy #3: Statistical Guarantee

This USP is when you use objective and independently verifiable statistics to prove to prospects that you have something to offer that your competition doesn't.

For example you can use;: : charts, graphs or reports proving that you close loans faster, offer lower rates or that you originate less fees.

U.S.P Strategy #4: Process

This USP strategy focuses on a special process that you use to help your clients in a special way.Is there something unique about the way your clients are helped?

An example of this would be the process that car repair shops like Monroe Mufflers who walks every customerclient through while helping them out. through a customized 32 point checkup.

This strategy also works really well in the Real real Estate estate business industry because you can bundle up several things you do for your clients and simply name that bundle something unique.

U.S.P Strategy #5: Personality or Persona

This strategy is all about Puputting a face on the advertising and marketing that connects with your target market.

An example would be the gecko by Geico, the duck by Aflac or actor Dennis Haysbert of popular television show 24 and the Unit unit be as the spokesman for Allstate.

On a smaller scale, this could be the local business owner starring in his own television commercials.

U.S.P Strategy #6: Unique or High Level of Service

This USP strategy focuses on provide Do you provide a unique and unbelievable service feature or level.? For example The W Hotel offers a wWhatever/wWhenever service that delivers exactly what it promises and a pet service that pampers the guest pets like royalty.

You can come up with a way to offer a high level and unique product ofr service for a premium price.

This can be a 24/7 or in-home level of service or a 100% done-for-you type of service.

U.S.P Strategy #7: Unique Marketing Strategy Oror Tactic

This USP strategy is all about the Is there a unique way you market orof advertise. ing that you can use? For example Red Bull designed a fleet of cars with a big red can on top and gave out free samples to college students all across the world.

Or Zip- cars are traveling billboards while being used by their customerclients. Using this strategy can separate you from your competitors in the mind of your marketplace.

ButHowever, Here's The Catch...

No matter how good your USP is, you must be able to consistently deliver on your promise or you're better off not having a U.S.P in the first place!!!

You MUST Give CustomerClients A Compelling Reason To Buy Work WithFrom You.

So No matter how great you think your product/company/service isservice is, if you don't have a compelling U.S.P., then you are just another faceless agent in a long list of faceless agents.

Now, let me show you the signs that your USP is on point, working or good.good:

You Know Your U.S.P. Is Good When...

  * Clients come in and say the only reason they came in is because of your U.S.P., not because of super low fees. or whatever that USP might be.

  * Clients drive by your competitors business's, parks in your competitors parking lot because yours is crowded, just so they could buy fromto get to their appointment with you because you're the expert in your niche.

  * CustomerClient eagerly drives through a blizzard, /hurricane or even a /flood/fire and risks bodily harm to get to your office because you're the expert in their your niche.

And By The Way, Great U.S.P'sSee, good USP's allow you to charge premium fees and earn massive profits while your clients love you and feel good about working with you!

Now with rare exception there's A

There's A Market At All Price Points!

Whether we are talking about real estate, furniture or cars,for example look at Walmart etc. or if we are talking about cars Toyota Corolla CAMRI, and LEXUS so there is always a target market for your fees no matter how high they are.

  * You can have more than one USP. In fact,fact ,: it's smart to develop a USP for each target market you're going after.

  * Be sure to make it crystal clear what your USP is actually offering.

  * Each USP needs its own marketing campaign and strategy in order to be effective.

  * It's even better if you can create a separate brand for each target market, but that's not always possible.

The Harsh Reality...

If an effective U.S.P. is so powerful, then why do most Real real Estate estate agents not do it? Well

  * It's DifferentComing – Coming up with a goodgood, USP requires you to take a step back and think about your Real real Estate estate business dramatically different thanfrom what they're doing now.

  * Sometimes Real real Estate estate agents get too lazyLaziness or getting too comfortable and - Rrefusing to develop new productstargets, new offers, new marketing strategies, new sales techniques etc. or anything else that takes real work.

  * Sometimes they are just too stubbornStubbornness and– Refusing refusing to listen to customerclients, staff, marketplace, legislation etc.

  * Ignorance – and not Didn't takeing the time to go out and seek answers to their business problems.

ButHowever, once you develop your business U.S.P Put you want to make sure you're Everywhereeverywhere, that is:;

  * Business Cards.

  * Voicemail

  * Business Signs (Inside and outside)

  * Phone Greeting

  * Letterhead and Stationary.

  * Closing Docs

  * Website

  * Brochures

Can you think of Anywhereanywhere else? you can think of.

MODULE CHAPTER 4

Lead Generation Marketing

StrategyLEAD GENERATION MARKETING STRATEGY:

Building Huge Lists Of Eager And Ready-To Act Leads.

Introduction

In this module, you'll discover:

  * How to have leads and prospects clamoring to give you their contact information while you differentiate yourself from the crowded marketplace.

  * I will reveal Thethe real secret to destroying the income roller coaster that most loan officers are onstruggle to avoid.

  * I will show you how to easily build a list of prospects who are searching for what you have to offer.

  * And I will give you one powerful to increase your ROI for any advertising or promotional marketing piece.

  * And I will also reveal the top four ways to get your lead capture bait in front of leads who want to hire you.

Leads are the lifeblood of your Real real Estate estate business. Without new and motivated leads, your Real real Estate estate business withers and dies.

In fact, your number #1 priority every day should be to figure out how to get more motivated and qualified leads.

How to Generate Massive Amounts of Leads

In reality there are dozens of various ways to generate leads for your real estate business, but most are that effective for scaling up. In this chapter, we're only going to focus on the strategies that are most effective. Additionally, buyer and seller lead generation strategies should always be separated and nurtured differently depending on how serious or quickly they're looking to sell or buy a home. So, that means that your goal in your lead generating efforts is to attract buyer and seller prospects and then separate the action-takers from the time-wasters.

Also, while you should already know that direct response marketing is the key to attracting qualified leads, what's the key to separating qualified leads from time-wasters?

A compelling and persuasive offer that a prospect receives in exchange for contacting or hiring you.

With properly implemented direct response marketing, you're offering something that is so appealing and relevant to the prospect that they desperately want to give you their contact information to receive it. Your persuasive and appealing offer to your target prospect goes by many names. It could be called lead capture bait, opt-in offer or a lead magnet. For the sake of keeping things clear and simple, I'll refer to it as a lead magnet. Regardless of what it's called, the purpose is identical. It's information or something a prospect will receive in exchange for providing their contact information to you.

So how do you generate leads?

How Toto Generate Leads

In reality there are dozens of various ways to generate leads for your Real real Estate estate business, but the direct response marketing strategies introduced in the previous module are the top three proven strategies:

For example there are:

Those three proven strategies have been the foundation for hundreds of millions of dollars in Real Estate origination fees.

When implemented correctly, they can single-handedly generate all of the leads you'll ever need to meet your income and business goals.

When I say implemented correctly, that means the marketing strategies MUST use direct response marketing that grabs the prospect's attention and makes an offer that compels the prospect to contact you in some way.

Here is why you should use direct response marketing.

Why Use Direct Response Marketing?

You need to Identify the prospects who are most qualified and motivated to take action ASAP and that's what direct response marketing allows you to do.

It Fuels the prospect's desire to know more about what you're offering in exchange for their contact information.

However, buyer and seller leads should always be separated and nurtured differently depending on how serious or quickly they're looking to sell or buy a home.

So, that means that your goal in your lead generating efforts is to attract prospects and then separate the action-takers from the time-wasters.

If direct response marketing is the key to attracting qualified leads, what's the key to separating qualified leads from time-wasters?

A compelling and persuasive offer that a prospect receives in exchange for contacting or hiring you is the key.

With properly implemented direct response marketing, you're offering something that is so appealing and relevant to the prospect that they desperately want to give you their contact information to receive it.

You're persuasive and appealing offer to your target prospect goes by many names. It could be called lead capture bait, opt-in offer or a lead magnet.

Regardless of what it's called, the purpose is identical. It's information or something a prospect will receive in exchange for providing their contact information to you.

Let's talk about Lead magnet.

Lead Magnet

In order to get a prospect to willingly and knowingly give you their contact information, you must have something of value that they want.

The key to coming up with a great lead magnet is knowing the pain, fears, desires and wants of your target market.

A good lead magnet can generate hundreds of quality leads every single day. You do not want to screw this one up.

You will have two categories of lead magnet campaigns:

;

  * Buyers

  * Sellers

This is important because a homeowner who is looking to refinance sell their home has very different goals, fears, desires, and wants than a homebuyer.

Then, even within the individual of categories of lead magnets you will have several subcategories. So, let's take a look at all the different categories of prospects within the two main seller and buyer categories:For example;:

What Kind Ofof Buyer?

What Kind Ofof Seller?

Once you've created your categories of buyers and sellers prospects that you want to target, now it's time to create your lead magnet.

Types of Buyers

  * First-time homebuyers

  * Move-up buyers

  * Downsizing

  * Investors

  * New construction buyers

  * Somebody who likes luxury home

  * Condo

  * Starter home

Types of Sellers

  * Divorcees

  * Need to sell AND buy another home

  * Need really quick sell due to life event

  * Foreclosure Pending

  * Short Sale

  * Investor

  * Condo

  * Luxury home

  * Empty nester

As you can see there are many subcategories of buyers and sellers that each have their own needs, wants and goals that are significantly different from each other. That's why you're going to need separate marketing campaigns and lead magnets for each.

The Two Main Types of Lead Magnets

There are two main types of lead magnets:

.

  * **Information Based** – Information in the form of listings, free reports, details about home buying or selling information etc.

  * **USP Focused** – Guarantees a specific result that rewards the prospect in exchange for them taking decision making action.

Now here is how to create your own irresistible lead magnet for your target market.

How Toto Create Your Irresistible Lead Magnet

ForfFor Your Target Market

Step #1: Know Your Target Market

The first step in creating your lead magnet offer is to know exactly what's happening in the minds, lives and hearts of your target market.

It is absolutely crucial that you find out what resonates and is important to your target market.

Your target market may desire a specific type of property, loan programs, educational report or entertaining video, podcast, special service etc. You can

Ggather this information from asking or surveying past clients and prospects or simply reflecting on the buying or refinance process.

Here are some questions that will allow you to dig deep into what your target market wants, frustrations, fears, and desires are:;

:

  1. What are the top five fears about buying or selling a home?

  2. What are the top five frustrations about buying or selling a home?

  3. What are the top five desires of buying or selling a home?

  4. How would they like to be communicated with during the buying or selling process?

Step #2: Choose Content Creation Method

This means based on your research, choose the medium for delivering your lead magnet content to your target market.

You can use:

  * Special website

  * Unique web page on your existing website

  * Video

  * Free reports

  * Audio – MP3, Podcast etc.

  * Email

  * Direct mail

  * Pre-recorded messages

Step #3: Select Content TopicYou can use:

Step #3: Select Content Topic

The quickest and easiest way to decide on your lead magnet offer content is to choose one of the frustrations, fears or desires of your market place and present a solution to it through information or promotional offer.

If you're creating information content, don't make it too broad. Just pick one very specific problem and give your best solution to it. Also,

Iif you're putting together a discount fee offer, also make it for a specific product or service that addresses your target market's frustrations, fears or desires.

Now here are some content topic examples.

Content Topic Examples

  * You can give them information about how to pick any type of Real real estate related professional like an real estate agent, loan officer, home inspector etc.

  * Theny you can talk about the Pitfalls pitfalls and mistakes to avoid when buying a home or selling a mortgage.

  * You can talk about How how to get the best pricing on any real-estatereal estate related services.

  * You can show them the Details details about what the buying or selling process will involve.

  * And yYou can give them information about all the other services they will need in addition to just needing a Real real estate agent.

Step #4: Write Headline & Title

In this step you need to create a persuasive and attention getting title for your lead magnet that clearly and persuasively addresses the needs of your target audience.

So you need to create a title for your lead magnet offer that you can also use on your website, ad, flyer, letter etc.Once again you come up with this title by g

Gathering this information from asking or surveying past clients or prospects. In most cases, your headline or title will determine the success or failure of your lead capture efforts.

However, That's why you also must spend conscious and deliberate time putting yourself into the position, mindset and perspective of your target market so you can come up with a compelling title..

Here are some examples of headlines and titles:

Headline & Title Examples

  * How Toto Save At Least $5,000 When Buying Your Home.

  * 5 Mistakes To Avoid When Buying Your First Home

  * 10 Questions You Should Ask Your Real estate agent Before Hiring Them

  * Seven Steps To Getting The Lowest Rates When selling Your Home Loan

  * The 9 Steps To Finding A Down Payment Assistance Program

  * 10 Extra Fees You Should Avoid Paying When You Buy Your First Home

Step #5: Creating Your Content

When creating the content for your lead magnet, Tthe numbered topics tend to create better structured content. For example: Five Tips, 10 Ways, and 7 Steps etc.

When creating video, audio or free report, focus on keeping it short, crisp and get right to the point.

YVideoour video or audio can be anywhere from five minutes to 15 minutes. Be short, concise and specific. while your

F free reports can be as short as five pages or as long as twenty to fifty pages long. Just keep in mind that tThe longer your information content is, the less likely the prospect is to actually read or watch it.

Does Your Lead Magnet Offer Answer These Four Questions?

  1. **Here's what I have for you.** If a prospect doesn't understand the benefits of the lead magnet offer, they won't sign up.

  2. **Here's what it costs.** Make sure the cost, which should be free, is clearly spelled out and in plain sight.

  3. **Here's what's in it for them.** It must have a list of benefits the prospect will receive once they sign up.

  4. **You need to let them know why you should trust me.** We live in a skeptical world, so give your prospects a reason why they should give you their contact information.

Step #6: Delivery Method Ofof Lead Magnet Offer

There are 3 main methods for delivering your content to an interested prospect:

  1. Online using a special website or webpage that a prospect gains access to after providing their contact information.

  2. Pre-recorded message hotline that a prospect calls and enters an extension number to gain access to a specific message.

  3. Direct mail delivery where you mail the prospect a copy of the promised information.

Don't Take Anything For Granted – ALWAYS Review review Your your Lead lead Magnet magnet even after you have created itit has been created.

And finally when you have done your Opt-In information does it answer these four questions.

Does Your Opt-In Offer Answer These Four Questions?

**Here's what I have for you.** If a prospect doesn't understand the benefits of the lead magnet offer, they won't sign up.

  5. **Here's what it costs.** Make sure the cost, which should be free, is clearly spelled out and in plain sight.

  6. **Here's what's in it for them.** It must have a list of benefits the prospect will receive once they sign up.

  7. **You need to let them know why you should trust me.** We live in a skeptical world, so give your prospects a reason why they should give you their contact information.

Once you have your lead magnet offer, then you need to decide how you will collect their contact information.

Here are the two most powerful automated tools you can use to collect your contacts information while automatically separate qualified prospects from time-wasters

  1. Pre-recorded Message Hotline System

  2. Online Landing Page System

Let's kick off with the pre-recorded message hotline system.

Pre-recorded Message Hotline System

A pre-recorded message hotline system is aan automated telephone answering system that allows you to record greetings, special messages and play it back to a prospect 24/7 without you having to answer the phone.

There are great advantages to using this as I will now demonstrate.

The Hotline Advantage

  * There's no chance of you being too busy to take a call.

  * You can devote your time to the things that bring you the biggest return and success in your business.

  * It allows prospects to get the information they want without stressing out about being sold because .

  * And 99% of the time, a prospect does not want to talk to a Real estate agent when seeking information, but the qualified 1% will elect to do so.

  * Studies have shown that as many as 3 times the amount of prospects will call you if they are calling a toll-free, 24 hour recorded message and get the information they want without talking to someone.

Here is how you do it.

Making It Work

When using a pre-recorded message service strategy, there are several key things you need to keep in mind:

  * You assign each report or piece of content you're giving away amethod you use a unique extension.

  * On every one of your marketing or advertising pieces, you provide your 1-800# and the unique extension as the method for receiving the information offered in the advertisement piece.

  * This allows you to track how many calls each individual loan program or advertising strategy generates.

Your pre-recorded greetings, messages and scripts that playback upon the prospect's request, allow you to direct hot leads to one extension and not-so-hot leads to different extension.

Here's An Example

Let's say you run an ad in your local newspaper offering a free report. In your ad, your call to action is the following. "Call 1-800-123-4567 and press extension 123 to get a list of down payment assistance programs in your area."

When the prospect calls the number and presses extension 123, they're asked to press 1 if they think they have a credit score above 650 or 2 if they think they have a credit score below 650.

Regardless of what extension they press, they're asked to provide their email address and physical address to receive the listings of foreclosures.

However, Lastly, every lead goes onto the appropriate follow-up campaign depending on their level of motivation and preparedness to make a decision.

So how do you know if it's the right system for you? Well let me talk you through it.

The Right System

While using a pre-recorded hotline system in combination with your direct response marketing will boost your response, you need to make sure the pre-recorded one message hotline service you choose can do the following:

  * Transcribes the spoken name and address into text.

  * Automatically adds the contact information into your CRM database or comes with at least comes with its own CRM.

  * Triggers an automated sequence of events that can be tracked, measured and ROI calculated.

  * And it needs to gGives you at least 100-1000 or more unique extensions.

  * It Allows you to record playback messages up to 30 minutes in length

Now on to the online world of the internet, specifically to the online landing page system.

Online Landing Page System

This is a software program that allows you to quickly and easily create a 1-31-3 page mini-website designed to use a completely automated system to capture a prospect's contact information and then deliver some type of information to that prospect.

Let's talk about the online landing page advantage.

Online Landing Page Advantage

  1. It has many of the same advantages as the pre-recorded message hotline, but it adds the visual element.

  2. You can record a video automatically introducing yourself to each prospect.

  3. You can automatically and systematically show every prospect the pros and cons of all of your loan programsyour listings without personally doing hundreds of open houses.

  4. It allows prospects to get the information they want without stressing out about being sold.

Now let me talk to you about making it work.

Making It Work

When using this strategy, Yyou assign each individual loan programlistings or each free report a unique landing page or url. For example;: you can make it a unique website or you can make it a Unique unique URL on your website.

On every one of your marketing or advertising pieces, you provide the specific landing page or url as the method for receiving the information offered in the advertisement piece.

This allows you to track how many prospects each individual listing or advertising strategy generates.

Here's An Example

You run an ad in your local newspaper offering a free list of listings. In your ad, your call to action is the following. "Call 1-800-123-4567 and press extension 123 to get a list of foreclosure listings in your area."

When the prospect goes to the website they are required to enter their name and email address to access the listing. Upon entering that information they can see the listings but in order to contact you they have to answer a qualifying question regarding already working with an agent.

Lastly, every lead goes onto the appropriate campaign depending on their level of motivation and preparedness to make a decision.

So is it the right system for you? Now let me talk to you about how you can figure that out.

The Right System

While using an online landing page system in combination with your direct response marketing will definitely boost your response, you need to make sure the one you choose can provide the following:

  * It can sSend timely and relevant emails to the list of prospects on a weekly basis.

  * It can tTrigger an automated sequence of events that can be tracked, measured and ROI calculated.

  * That it gGives you an unlimitedunlimited URLs to promote your listings or reports.

  * AIt Allows you to install and customize video, text, audio and images on your landing pages.

Here are the resources you need.

Resources

Services to set up your pre-recorded message hotline:

  * AutomatedMarketingSolutions.com

  * Ringcentral.com

  * Hotlineamerica.com

  * Callcapturehotline.com

And Services to create landing pages includes:

;

  * Unbounce.com

  * Instapage.com

  * Getpremise.com

The Truth of The Matter...

IHowever If you have been a loan officerreal estate agent for more than 5 minutes then you already know that you could have the best marketing and advertising campaigns in the universe, but the truth is that not .

The Truth Is Not every prospect that sees your advertising message today will be ready, able or willing to hire you for their purchase or sell their home today.you as their real estate agent today.

So here is what you got to do.

So, here's what you have to do: You must Work wwork with the motivated prospects today, while at the same time, and build a list of prospects that will hire you as their agent of choice at some point in the future.

See once you begin to separate your leads, you will find that most leads fall into one of these categories below which should result in very different actions from you:

  1. Highly motivated AND qualified.

  2. Highly motivated but not qualified.

  3. Qualified information seekers not making a decision for 6-18 months.

  4. Tire kickers and time wasters who have no intention of making a decision at any time soon.

So why build a list of non-clients?

Why Build A List Of Non-Clients?

  * You can generate profits at any time by offering your list of leads a specific offer or service.

  * You can get off the sales revenue roller coaster and control the sales flow in your Real real Estate estate business.

  * Your business will no longer be held hostage by the high costs of traditional marketing strategies once you generate an in-house list.

So here is the master plan.

The Master Plan

The most important thing you can do after converting your hottest leads into closed contracts quickly is to get the contact information of all your interested prospects, so you can put them on your marketing campaign list.

Once you have their contact information, you can follow up with them for the rest of their lives in dozens of various and very profitable methods.

Missed Opportunity...

Most Real real Estate estate agents spend thousands of dollars trying to get people who need to buy or sell nowreally quickly, but for every prospect who's ready today, there are thousands who are not ready and are just in the early stages of making a buying decision.

Your pipeline should be filled with hundreds of leads that are in the early stages of making a buying decision., I call it Business business Insuranceinsurance.

See Building bBuilding a list of prospects that you can market your properties or services to on-demand is your insurance policy against the revenue roller coaster most Real real Estate estate agents have to endure.

And by all means don't be an average Joe. Here is what I mean.

Don't Be Anan Average Joe

  * Don't...spend thousands of dollars on advertising with newspaper, radio, television, postcards or letters.

  * Then... wish and hope the ad is good enough to generate enough qualified leads to cover the costs of ad and make a little profit.

  * But thenThen... Onlyonly to end with the prospects calling your office, walking in or inquiring online about a property and being politely helped but their contact information not being captured.

That's the average Joe. See

Successful Loan Officers Know That Thethe Money Is In Thethe List

The long-term and sustainable profits is in having a list of eager prospects to market your services to.

If a prospect calls/walks-in/emails/visits your website or property...then you MUST get their contact information.

If you allow prospects to call/walk-in/email/visit your website without getting their information, you have wasted your money on advertising and those leads are likely gone forever.

So here are The Top Four Ways to Easily Get Your Lead Magnet Offers In front Of Prospects.

The Top Four Ways To Easily Get Your Lead

Magnet Offers In Front Of Prospects.

Lead Capture Ad Placement #1: Classified Print Ads

Once againagain, these are in the classified section of practically every newspaper that allow you to post your ads as we talked about earlier.

Prospects who browse the classified section tend to be ready to take immediate action, so you should always advertise your lead magnets here.

Classified ads areIt usually limited to a specific amount of words, so it's important to be compelling and persuasive. Y

And you should always post your loan programs ads istings AND your free reports offer in order to capture the maximum amount of leads.

Lead Capture Ad Placement #2: Classified Ad Websites

These are the websites that are the online versions of the traditional classified ads in newspapers. However they provide several advantages over print classifieds.

Keep in mind that Yyou need to always use direct response marketing to get the best response from your marketing efforts. The good things about

And with theseusing classified online websites is that you can automatically direct a prospect back to your main website. Also,

Yyou can use images to add to the attractiveness of your ad. AndIn addition, some classified ad websites will allow you even post videos to give your prospect a tour.

Lead Capture Ad Placement #3: Display Ads Inin Newspapers, Magazines & Real Estate Publications.

You should always use display ads in publications that specialize in your target market.

You can even create a directory of your free reports that each have their own extension or URL and use that in your display ad instead of only advertising interest rates.

If you don't have listings you may even choose to use the listings of one of your fellow agents in your broker's' office.

Lead Capture Ad Placement #4: Targeted Direct Mail Campaigns

You should create targeted direct mail campaigns that target all of the categories of prospects that you can help including:.

  * Apartment dwellers

  * Renters

  * Expired Listings

  * FSBO's

  * Divorcees etc.

After you've created your lead magnet offer, set up your delivery method and placed ads that begin to collect prospect's contact information, here's your next step.

Track Your Leads!

After you've created your lead magnet offer, set up your delivery method and placed ads that begin to attract hot leads while collecting a prospect's contact information, your next step is to track your leads.

  * Track where they came from

  * Track how many turn into closed deals

  * Track the cost per source

  * Track the cost per lead

Track everything b. Because you need to know what's working so that you can do more of it or improve on what you are doing.

And By The Way, Whilewhile it's very important to capture the contact information of every person who contacts you, it's also important to create a list of past clients who have bought from you.

You need to know:

  * Their Name

  * Their Address

  * All of the details about their transaction

  * Purchase amount

  * You need to know all the Special notes about the client. Did they have family did they have kids so on and so forth so that you can use this information to continue marketing to them.

When you do thatthat, you will begin to see patterns with your clients which brings us to our next talking point.

Trends & Patterns

By collecting analyzing your client's informationinformation, you'll begin to see patterns with your prospects and clients like:

What services they're looking for that you don't have.

How they're hearing about your business

The type of person who actually buys from your business.

Zip codes prospects come from.

Etc.

  * What services they're looking for that you don't have.

  * How they're hearing about your business.

  * The type of person who actually buys from your business.

  * Zip codes prospects come from.

All the information you will find out once you collect the information.

And bBy getting this demographic information, you'll be able to laser target your marketing and advertising to your ideal client. You will discover their

:

  * Age

  * Race

  * Marital Status

## Income

  * Hobbies

That's the end of this module letslet's take a brief recap of what we have covered.

CHAPTER 5

Constant Client Contact Strategy: Generating Massive Profits From

Follow-Up Marketing

Regardless of how great the quality of your service is and how much rapport you build with a prospect, the longer you wait to follow up with them, the more they forget about you. Yes that's a hard reality to face, but it's true. Your goal must be to:

  * Consistently present the prospect with an enticing offer that has an expiration date attached to it.

  * Make them to feel as if they must only hire you whenever they're looking to buy or sell a home

  * Remind them of the total experience they can expect when they work with you by following up with emails, text messages, postcards, letters and more.

The Secret Sauce

The secret sauce in your real estate business depends upon your ability to create a multichannel marketing campaign that is affordable, produces high quality leads and runs on autopilot. This is the secret to practically all long-term successful real estate agents. Even a lousy real estate agent can generate millions of dollars in sales with a consistent follow up marketing plan.

The sad truth is most real estate agents look at marketing to their leads as an expense instead of an investment. So, they are not willing to invest the money in automated marketing systems that can consistently generate leads. Other real estate agents are too lazy to put in the effort and time to create a multi-step campaign that runs consistently on autopilot. However, some real estate agents would do the work, but they are so busy working in their real estate business, that they don't have time to work on improving their real estate business.

Here are some of the most common excuses that real estate agents use to avoid creating marketing systems:

  * They can't afford to pay for marketing stuff.

  * They don't have their client's contact information.

  * Even if they had their clients contact information, they don't know what to send them to get them to hire them.

  * Don't even know how to contact the clients or leads.

  * Already have one million things going on at the same time so they can't do it.

  * Don't have someone to do it for them

The excuses are endless, but the real danger in making so many excuses is that it quickly becomes a permanent mindset.

The Top Five Methods You Can Use To Fill Your Real Estate Business With Qualified Leads

Follow-Up Method #1: E-mail

The majority of clients already have an email address that they check several times each day, so you must use email marketing in your marketing campaigns. The advantages to using email marketing are:

  * Your emails can be scheduled to be sent weeks and months in advance so you don't have to sit down and write an email every day.

  * Emails can be recycled and used again, so once you do the initial work you don't have to repeat it again.

  * Emails can be used to communicate a persuasive sales message while building a good reputation for your real estate business.

  * They are 100% trackable so you know who's opening and what's working

  * Emails are virtually free to send out

Follow-Up Method #2: Text Message/SMS

Text messages have the highest open rate of all marketing communications. It's similar to when email first came out. Text messages can be used to generate instant results because of the high open rate. Also, using text messages add another effective communication tool in your marketing arsenal. Just like email, text message marketing is 100% trackable so you know who is opening and what's working. Plus, it only costs one or two cents per text to send out.

Follow-Up Method #3: Pre-Recorded Message Voice Blasts

A pre-recorded message voice blast is a pre-recorded message that is automatically sent to your prospects voice mail at a specific date and time. This is a powerful way for you to make a personal connection with every prospect that comes into your real estate business.

You can setup your pre-recorded message by recording a message using your computer and saving that recording as an mp3. Then, you upload it and a list of phone numbers and that message is sent to all the numbers in that database.

The power of this strategy is that it seems like you are calling each person one on one but in reality that same message is going out to hundreds of thousands of people. Using a strategy like this creates a stronger bond to your clients when they hear your voice on their message. The best part is that you can set this strategy up and have a campaign going within five to ten minutes.

When you combine this strategy with a direct response mechanism like a unique listing code or special webpage on your website with tracking software in place, you can track each response and verify its effectiveness in your market.

Follow-Up Method #4: Postcards

Postcards are very effective and they are really inexpensive. The person who receives a postcard is practically guaranteed to see your marketing message because it's not an envelope. Also when you use postcards, your marketing message tends to be simpler and more effective because the postcard is limited in size. Postcards are also very affordable and schedule your mailings weeks and months in advance.

Follow-Up Method #5: Letters and Newsletters

The next strategy you can use to follow up with your leads and past clients is by mailing letters and newsletters on a regular basis. The power of this strategy is that it allows you to tell your story in a compelling and persuasive way while generating sales.

A well written newsletter allows your clients to see behind the curtain of your real estate business and see that you're just like them and desire a meaningful relationship. It's also good because you can create your letter and schedule your mailings online. Plus it's much affordable to send a letter or newsletter to a prospect or past client than it is to take out a full or even half-page newspaper ad.

The Power of These Follow-Up Marketing Strategies

The follow up marketing strategies I just shared with you are so powerful because they allow you to consistently generate leads and clients in your real estate business. Here is an overview of their many benefits:

  * All five follow-up marketing strategies can be automated and scheduled months in advance.

  * More importantly, because they're automated and require very little human intervention, there's little chance for error.

  * So few real estate agents are doing this, that you will stand heads and shoulders above your competition in your marketplace.

  * You will have a proven marketing plan to generate sales consistently.

  * The return on your investment is huge. In many cases you're spending less than $100 with the potential to generate tens of thousands of dollars in sales.

How To Create An Effective Multi-Channel

And Multi-Step Follow-Up Marketing Campaign

On A Shoestring Budget!"

Step One: Intelligence Gathering

The first step in creating an effective multi-channel and multi-step follow-up marketing campaign is gathering your resources and research. You need to start by taking your best performing ads, client survey responses, your most effective U.S.P. and combining that with your in-the-trenches feedback. So, for example you need to know things like:

  * What's your best client generating marketing piece or strategy?

  *   * Why does it work so well? (Try to ONLY use client feedback to determine that)

  * What do you already know about your clients?

  * Why do they come to your real estate business?

  * What days, weeks, months or times of year do certain marketing strategies work better or worse?

Your goal is to gather every piece of information you have available to you so that you can make the best decision possible.

Step Two: Document Your Process

Using the information you've gathered, begin to create a success blueprint for you to use going forward. In writing, document the process from the first contact a prospect has with your real estate business to the last thing that is said to a prospect after closing. Capture every piece of information, no matter how small and inconsequential it seems. Don't overlook anything because small hinges swing open big doors.

Step Three: Convert That Process Into A Scheduled Marketing Campaign

If the intelligence you gathered from your clients and staff is:

  * Prospects want to be notified when new listings hit the market.

  * They want shorter negotiating and closing times.

  * They want to know more about the process.

  * They want you to communicate with them by text or email.

Then, you should make each item the central piece of an individual marketing action.

Step Four: Create Your Marketing Campaign Pieces

When it comes to designing marketing pieces, you have two choices:

  1. Spend months and years learning about copywriting and design yourself

  2. Hire a marketing consultant who also does copywriting and design for your ads and let them do it for you.

You should really work with a marketing professional so that each marketing piece has one major focus point or USP that you uncovered during your research phase. Plus, you want to make sure your marketing pieces are presented professionally and persuasively.

Step Five: Schedule Your Marketing Campaign

Scheduling your marketing pieces to be sent out is the final step in creating your multi-channel campaign. The best way is to coordinate your mailings with national holidays. You've probably noticed that every month of the year except August has a national holiday. So if you don't have a religious or moral objection, then use those holidays in your marketing campaigns because most clients expect sales and discounts around those times anyway.
Chapter 5 \- CONSTANT CUSTOMER CONTACT STRATEGY: Generating Massive Profits Fromfrom Follow-Up Marketing

No matter how great the connection at the time a lead contacts or meets with you., tThe longer you wait to follow up with them, the more they forget about you.

Your Mission mission is to consistently present the prospect with a persuasive sales message you want them to feel as if they must only do hire you when they're ready to buy or sell.

You're not just a sales person your there to build a relationship by offering educational & relevant information in an entertaining way.

And you need to demonstrate that you understand their fears, goals and expectations in a personal and intimate way.

The Sad Truth is most Real estate agents:

  * Look at marketing to their leads as an expense instead of an investment.

  * Are not willing to put in the effort and time to create a multi-step campaign that runs consistently on autopilot.

  * Or they are so busy in their business that they don't have time to work on their own business.

Well here us is the truth. The Secret Sauce is creating a multi-channel marketing campaign that is affordable, produces high quality leads and runs on autopilot is the secret to practically all long-term successful Real real estate agents.

But The Ugly Truth is Even a lousy Real real estate agent can generate millions of dollars in sales with a consistent follow up marketing plan.

So, why don't more Real real estate agents do it? Well here are the most common excuses.

Most Common Excuses

They say they:

  * Can't afford to pay for marketing stuff.

  * Don't have my prospect's information.

  * Even if I had their contact information, I don't know what to say.

  * Don't know how to contact the customers or leads.

  * Already have one million things going on at the same time.

  * Don't have someone to do this for me.

These are all excuses they use and the excuses go on and on.

The Real Danger In Making So Many Excuses Is That It Quickly Becomes A Mindset!

So am going to give you The Top Six Methods You Can Use to follow up with Prospects, Leads or Clients for less than $100 Per Month.

The Top Six Methods You Can Use To Follow Up With Prospects, Leads Or Clients For Less Than $100 Per Month!

Follow-Up Method #1: Email

The majority of country has an email address that they check weekly and daily basis in most cases.

If you have a website, then you can send out emails. They can be scheduled weeks and months in advance.

They can be recycled and used again, so once you do the initial work you don't have to repeat it again.

It can be used to communicate a persuasive sales messagespersuasive sales messages while building your brand.

And it's a great way to build a relationship with your prospects and clients and its 100% trackable so you know who's opening what and what's working.

And it's virtually free to send out.

Follow-Up Method #2: Text Messages

This is the highest open rate of all marketing communications. Similar to when email first came out.

Text messages can be used to generate instant results because of the high open rate. And it another effective communication tool in your marketing arsenal.

And once again its 100% trackable so you know who's opening and what's working.

And it only costs one or two cents per text to send out it's a great strategy.

Follow-Up Method #3: Pre-Recorded Message Voice Blasts

Most loan officers don't try to make the human connection, so your message will stand out.

It creates a stronger bond to your customers when they hear your voice. You can set this up and have a campaign going within five to ten minutes.

And you can create your campaign online its super simple and really affordable to do even if it's in large numbers you are sending out so why not.

Follow-Up Method #4: Postcards

The receiver is practically guaranteed to see your marketing message. And your Marketing marketing message tends to be simpler and more effective because the postcard is limited in size.

And once again it's really affordable to do at 43 cents per postcard. And you can create your postcard and schedule your mailings online.

Follow-Up Method #5: Letters/Newsletters

They can range in length from one page to ten pages. But it allows you tell your story in a compelling and persuasive way while generating sales.

And it allows clients to see behind the curtain of your business and see that you're just like them and desire a meaningful relationship.

You can create your letter and schedule your mailings online which is super effective. And onceOnce again, this is Vvery affordable to do at about 50 cents per letter.

Follow-Up Method #6: Live Phone Calls

This can be a customer service follow up call/survey to see what other services your customers want from you.

People are desperate to know businesses care about their input and feedback. So, giving them a customer service or survey call makes them feel good.

And iIt's Very very affordable to do this because you already have phone lines in your office so just use whatever you have simple.

And iIt's Eeasy and simple to actually implement because it's just a phone call.

The Best Part Is

  * Five of these six follow-up marketing strategies can be automated and scheduled months in advance.

  * More importantly, because they're automated and require very little human intervention, there's little chance for error.

  * So few loan officers are doing this, that you will stand heads and shoulders above your competition in your marketplace.

  * You will have a proven marketing plan to generate sales consistently.

  * And The R.O.I. is HUGE. In many cases you're spending less than $100 with the potential to generate tens of thousands of dollars in sales.

Now am going to show you how to create an effective Multi-Channel and Multi-Step Follow-Up Marketing Campaign on a Shoestring Budget.

How To Create Aan Effective Multi-Channel Andand Multi-Step Follow-Up Marketing Campaign On Aa Shoestring Budget

Step One: Intelligence Gathering

You need Start by taking your best performing ads, customer research, U.S.P. and combining that with your in-the-trenches feedback.

You want to know things like:

  * What's your best lead generating marketing piece or strategy? You want one that attracts leads that actually convert into deals that produces the most profit for you.

  * You want to know why it works so well. Try to ONLY use client feedback.

  * AndIn addition, you want to know what do you think, feel, and know about clients that actually buy from you?you.

  * AndMoreover, what days, weeks, monthsmonths, or times of year does certain marketing strategy work better or worse? This is your intelligence gathering phase.

So you need to use every piece of information you have available to you.

Step Two: Document That Process

Using the information you've gathered, begin to create a success blueprint for you to use going forward.

In writing, document the process from the first contact a prospect has with your business to the last contact that leads to a signed deal.

Capture every piece of information, no matter how small and inconsequential it seems. And don't overlook anything. Small hinges swing open big doors. Always Ddocument ever part of your process.

Step Three: Convert That Process Information Aa Scheduled Marketing Campaign

For example if the intelligence you gathered from your prospects, clients and staff is:

  * Prospects want to be updated regularly about their purchase or home selling.

  * They want quicker closing.

  * They want easy to understand answers to their questions quicker than you've been providing them right now.

  * Or they want more loan options than your loan broker offers.

Things like that you should make each item the central piece of an individual marketing option.

Step Four: Create Your Marketing Campaign Pieces

When it comes to designing marketing pieces, you have two choices.

  1. You can Spend spend months and years learning about copywriting and design

  2. Or you can Hire hire a marketing consultant who also does copywriting and design for your ads

Each marketing piece should have one major focus point or USP that you uncovered during your research phase.

Step Five: Schedule Your Marketing Campaign

Notice that every month of the year except August has a national holiday. If you don't have a religious or moral objection, then use those holidays in your marketing campaigns.

In most industries, customers or clients expect sales and discounts around those times anyway.

You need to review your sales numbers and locate your most profitable and slowest times of the year and then build your campaigns to maximize your chances for success.

CHAPTER 6

The Ultimate Conversion System: Your Proven Roadmap Toto Reach All Ofof Your Marketing Goals

While generating more buyers and sellers, leads should be a point of focus for your real estate business, the key to lasting success depends upon your ability to have proven scripts and systems in place to consistently turn prospects into closed deals. In fact, you should always be willing to have less leads that actually convert into closed deals rather than having a ton of leads that never materialize into close deals.

Here's the truth in a nutshell:

  * If you have no leads flowing into your real estate business, then you can't possibly have consistent closings.

  * However, if you have hundreds of leads flowing in, but you don't have the ability to convert those leads into closed deals you still don't have consistent closings.

That's why it's important for you to remember that more leads without the ability to close the sale makes the same amount of money as having nobody walking through the door. Both scenarios results in zero closed deals. That's why it's important for you to have proven and reliable conversion systems in place in your real estate business.

You must have step by step proven systems to convert prospects to:

  * Convert prospects into appointments.

  * Convert appointments into signed contracts.

  * Convert signed listing contracts into sold homes...

  * Convert approved buyers into closed deals.

  * Convert one-time clients into lifetime clients.

How Toto Create Systems That Convert Prospects Intointo Closed Deals

The first step in creating a system that consistently converts prospects into closed deals is documenting the most successful sales presentations and scripts you're using right now and turn those into the best practices and make it the standard for your business. See superstar real estate agents have at least two different scripted presentations:

  * A conversion system homebuyers

  * A conversion system for sellers.

Homebuyer's Conversion System

If you've already followed the system that's laid out for you, then you have a list of buyer leads that are ready-to-act. Now, you just need to convert those leads into face-to-face appointments.

Buyer's Conversion System – Step #1

After your pre-recorded message hotline or landing page captures their phone number, you then have three choices:

  * You can call the lead back immediately.

  * You can insert the lead into a lead nurturing campaign that follows up with them until they contact you.

  * You can insert the lead into a nurturing campaign and contact them as part of your nurturing campaign.

Regardless of the strategy you choose, the goal of your next step is to have a conversation with the prospect and ask questions that determine their motivation and timeline. You do this by asking questions like:

  * Are you planning on moving in the next 3-6 months?

  * Do you currently rent, or do you own a home and you are looking at a second property?

  * If they own, ask would you prefer to sell your home before buying or buy your next home before selling?

  * Are you planning on staying in the same area you live in now or moving out of that area?

  * Do you already have a realtor to help you when the time is right?

Buyer's Conversion System – Step #2

After you get answers to your questions and you determine that you want to work with the prospect, your next step is to offer them exactly what they want. In the large majority of cases, every buyer wants the lowest price for the best house they can afford in their target area. Therefore, you should offer to give them listings of reduced price listings, foreclosures, bank-owned and distressed sale properties.

Buyer's Conversion System – Step #3

However, while you're providing them with listings, you should also let them know that the way to be prepared to take action on the best deal, they need to be pre-approved for a mortgage. Therefore, give them your preferred mortgage broker or loan officer's contact information. If a prospect won't get pre-approved for a mortgage, then they are probably not serious or prepared to make a decision, so you should invest that much time in working with them. Your motto should be: if they are not willing to get pre-approved, then you probably shouldn't do anything other than send listings.

Buyer's Conversion System – Step #4

When the prospect contacts the loan officer and gets pre-approved, have the loan officer also send you the pre-approval letter. Then you can call and let the prospect know that you have their pre-approval letter and want to show them the free unique programs and services you have that can get them the best house for the lowest price.

Buyer's Conversion System – Step #5

When the prospect comes to your office, walk them through your buyer's presentation. At the end, ask the buyer for their verbal approval to move forward with the program and begin working with you. Then, have the prospect sign a written contract to have you represent them as their agent.

Seller's Conversion System

Seller's Conversion System – Step #1

The seller's conversion system is similar to the buyer's conversion system, in that you start by asking questions to determine their motivation and timeline for making a decision.

  * Are you planning on moving in the next 3-6 months?

  * Are you planning on staying in the same area you live in now or moving out of that area you live in or are you moving out of the area?

  * What's your ideal timeline for moving?

  * Do you already have a realtor to help you when the time is right?

  * Would you prefer to sell your home before buying or buy your next home before selling?

Seller's Conversion System – Step #2

Your next step is to offer them exactly what they want, but require them to set aside time to meet you at their current home. Also, the most important thing to a seller is getting the maximum money for their home and in order to do that they must know what their home is worth. Therefore, you should offer to give them a free market evaluation and tips and strategies for selling their home for top dollar.

Seller's Conversion System – Step #3

When you meet with the home seller at their home, you go thru your seller's presentation. In your seller's presentation, you should spell out exactly why the home seller should hire you. You should use facts, images, and statistics to spell out all the benefits based on what they want. At the end of the meeting, you should then ask the seller to work with you based on all the benefits you presented.

Final Thoughts Onon Conversion Systems

While the two systems I just shared with you might seem simplistic, they are the foundation for millions of dollars of real estate being sold and bought every single day. Don't underestimate the effectiveness of having simple systems that consistently work. Just use those systems to your advantage.

CHAPTERMODULE 7

Loyalty Program Marketing StrategyLOYALTY PROGRAM

MARKETING STRATEGY:

How Toto Practically Guarantee That Your Clients Hire You When They Buy Oror Sell.

One of the most frustrating things that can happen to a real estate agent is investing thousands of dollars to get a prospect to hire you and then have that client never hire you to represent them again. The proven way to avoid this is by having a loyalty marketing program and system in place that consistently sends marketing messages and rewards past clients for coming back to you.

Loyalty programs are so powerful because you are back in the driver's seat in your real estate business. The many benefits of implementing a loyalty program are:

  * You can get clients at any time you want by simply sending out timely promotions to a list of your best past clients.

  * Your loyalty program is additional business insurance against the income roller coaster ride of sales in the real estate business.

  * It allows you to build up a huge pipeline of leads of past clients who are most likely to respond to your marketing messages.

  * Your loyalty program turns your clients into raving fans who tell everyone about your real estate business.

The Easiest Sale In The World

The easiest sale in the world to close is a past client who already knows, likes and trusts you because they've worked with you before. However the fact of the matter is most real estate agents spend one hundred percent of their marketing budget to get new clients. Meanwhile, they don't budget anything to market to past clients in order to keep them coming back to them. Every real estate agent should be working to develop a lasting and profitable relationship with past clients.

If what I just shared with you is true, then it begs the question of why doesn't every real estate agent have loyalty marketing programs setup in their real estate business. The reason is probably because creating the loyalty program, marketing systems to make clients aware of it and creating a real estate business that clients want to be loyal to requires real change. The changes would include...

  * Changes to your marketing.

  * Changes to your policies & procedures.

  * Changes to your way of thinking.

  * Changes to the overall way you run your real estate business.

  * Changes to your website.

  * Changes to your staff.

Did You Know?

When you create a client loyalty program, it makes many other parts of your real estate business more effective.

  * Client loyalty is directly linked to your most effective U.S.P.

  * In fact, your U.S.P. may also be your loyalty program.

  * Real estate agents that have a great U.S.P. already have a loyalty marketing program.

  * Prospects have hundreds of choices to choose from when thinking about hiring an agent, so your loyalty program can become another compelling reason to choose you.

Examples of Powerful Loyalty Programs

That Generate Millions of Dollars In Sales

  1. Staples Rewards

  2. My Starbucks Rewards

  3. Chase Sapphire Credit Card

  4. Subway Card Rewards Program

  5. Nordstrom Fashion Rewards

  6. JetBlue TrueBlue Rewards

Don't Even Think About It!...

Now, although there are many profitable reasons to setup a loyalty marketing program, you shouldn't create a loyalty program unless:

  * Your real estate business has systems that consistently deliver a quality service.

  * Your clients trust you because you've delivered a quality experience for them.

  * You have systems in place to consistently communicate with your past clients.

Many real estate agents know what their clients want, but refuse to find a creative way to balance rewarding the clients with something they value while still making a nice profit. You need to find that balance and profit from it.

How To Create Your Loyalty Marketing Program

Step 1: Identify Your Most Profitable Type Of client

The first step in creating your loyalty program and marketing system is using your research of your client database to create a profile of your ideal client. This includes knowing the lifetime value that each client represents for you. Keep in mind that every client has some value, but if given a choice, build your real estate business around the most profitable type of client. Lastly, don't be afraid to use any and all available information you've collected to create a profile of your most profitable type of client.

Step 2: Find Out Exactly What Your Clients Value

Now that you have an idea of your ideal client, your next step is to create a loyalty or rewards program that your ideal client will value. Once again, you should be using your research, surveys and face-to-face interactions to find out what your clients want.

If you don't have that research and surveys to draw upon, then you need to start collecting information and suggestions when prospects and clients share it.

Introduction.

In this module:;

  * Am going to show you the secret to having clients happily paying premium prices without haggling or shopping your services.

  * I will show you How how to flood your business with the easiest prospects in the world to close.

  * I will show you why your resistance to change may be costing you tens of thousands of dollars in closed deals and profits each month.

  * And I will show you how you can create a loyalty program that costs you less than a cup of coffee a day, but earns you thousands of dollars in return.

  * And I will give you 11 types of loyalty programs that you can set up in less than 30 days that will generate a horde of prospects to your business.

So what's a loyalty marketing program you might be wondering, well let me explain it to you.

What's A Loyalty Marketing Program?

It's a program that rewards clients to return to hire you.

And these loyalty programs are very powerful let me show you how.

Loyalty Programs Are Powerful

  * You can generate sales at will by sending out timely promotions to your best clients.

  * It's additional business insurance against the income roller coaster ride of the real estate business.

  * And you can begin to up a huge pipeline of leads.

  * And it encourages and incentivizes your past clients to only use you.

We all know that The Easiest Deal Toto Close is a past client who already knows, likes and trusts you because they've bought from you before.

However, The Fact of The Matter Is Most real estate agents spend 100% of their marketing budget to get new clients. Nothing's left to invest in keeping previous clients in the family.

And those loan officers get new clients hey immediately divorce the client and act as if they never exist. Instead, real estate agents should be working to develop a lasting and profitable relationship with the client who has voted with their money.

If Loyalty Programs Are So Effective, Then Why Doesn't Every Real Estate Agent Have A Loyalty Marketing Campaign? Well like before creating a mortgage business that clients want to be loyal too requires real change.

Well what kind of changes are we talking about here?

What Types of Changes?

  * Changes to your team.

  * Changes to your marketing.

  * Changes to your business policies like communications etc.

  * Changes to your way of thinking.

  * Changes to the overall way you do business.

  * Changes to the way you conduct business with your clients.

Changes, changes. It's all about the right changes ...

And Did You Know Customer loyalty is directly linked to your most effective U.S.P.? If fact, your U.S.P. may also be your loyalty program.

Real estate agents that have a great U.S.P. already have a loyalty marketing program. Clients have hundreds of choices for real estate agents, so you MUST give them a compelling reason to choose you.

Powerful Loyalty Programs That Generate

Millions Inin Sales

  * Staples Rewards

  * My Starbucks Rewards

  * Chase Sapphire Credit Card

  * Subway Card Rewards Program

  * Nordstrom Fashion Rewards

  * JetBlue TrueBlue Rewards

But tThe shocker is Loyalty Programs Aren't for Every Loan officeOffice! You shouldn't even think of doing it unless:;

  * Clients trust you.

  * Your service is dependable.

  * You actually have an excellent service.

  * Clients would want to return the same devotion to you that you give to them.

  * You form an allegiance with your customers because you take the time and effort to see your service from their perspective.

Many real estate agents know what their clients want, but refuse to find a creative way to balance rewarding the client with something they value while still making a nice profit.

So let's review how you can create you royalty marketing program.

How Toto Create Your Loyalty Marketing Program

Step 1: Identify Your Most Profitable Type Ofof Client

Use your research of your client database to create a profile of your ideal client first. Then Calculate calculate lifetime value of your client's.

Every client has value, but if given a choice, build your mortgage business around the most profitable type of client. And Use use any and all available information you've collected.

Step 2: Find Out Exactly What Your Customers Value

Use your research, surveys and face-to-face interactions to find out what your client's value. Don't always assume that you must offer a huge discount on your fees.

Be creative and read between the lines.

Step 3: Decide How You Can Reward Your Clients

You need to decide on the type of reward you're going to offer your clients. You can do:

;

  * Gift Certificates to Home Depot, Lowes and other home good stores

  * 12 Month Home Warranty

  * Free Professional house cleaning

  * Waiving the processing fees perhaps!

  * Free professional home staging if they are selling.

Step 4: Implementing Your Loyalty Rewards Program

When it comes to implementing your loyalty rewards program, you need to keep it simple and profitable. Depending on your budget, you may choose to send out weekly promotions or quarterly reminders in the form of emails, text messages, postcards, flyers, and letters reminding your clients to redeem their gift. However, don't neglect this step. You need to create a multi-step marketing campaign to convert your past clients into your new loyalty program.

Step 5: Marketing Your Loyalty Program

Your loyalty program is not only for past clients, but should use your loyalty program to attract new prospects as well. You can use table tents throughout your open houses to get prospects to sign up to your loyalty program. You should also have a special place on your website advertising your loyalty program.

Loyalty Program Mistakes

While it's tempting to just run out and create a loyalty program today, there are some things you must avoid when creating your loyalty program.

  1. Focusing on your own business goals, but not on the client's perspective.

  2. Not knowing your numbers. In order to make sure you don't eat into your profits in an attempt to keep your past clients you must know your numbers.

  3. Your service should automatically drive clients to want to be part of your loyalty program.

  4. Overspending on the marketing, design and rewards of your loyalty program.

  5. Believing that prospects only care about discounts. There are many various ways to bring generate leads without discounting your fees.

The Top 2 Ways To Successfully

Launch Your Loyalty Program

Strategy #1: Market Your Loyalty Program To Your Past Clients

Identify the list of existing clients who would be most likely be responsive to your loyalty program. Your offers should encourage them to always contact you when they have a question about buying or selling their home.

Strategy #2: Mail Out A Postcard Or Letter To Past Prospects

You need to create a postcard or letter introducing your past clients to your loyalty program. Require that they visit a special page on your website, mail-in a completed application or simply visit your real estate business to enroll in your loyalty program.

Step 4: Implementing Your Loyalty Rewards Program

Keep it simple and profitable.

Depending on your budget, you may send out weekly promotions or quarterly reminders in the form of emails, text messages, postcards, flyers, and letters reminding your clients to redeem their gift.

Create a multi-step marketing campaign to convert your past customers into your new loyalty program.

Step 5: Marketing Your Loyalty Program

It's not only for past clients, but use your loyalty program to attract new clients.

Spotlight your loyalty program in all of your marketing literature. You need to Hire hire a designer and have your custom marketing materials created.

And then Review review your loyalty program materials and then launch your program.

Here are some common mistakes real estate agents make when making their loyalty programs.

Loyalty Program Mistakes

  1. They focus on their own goals but not on the customers' perspective.

  2. Having to rely on always marketing the loyalty program in order to keep customers engaged.

  * Your service should automatically drive clients to want to be part of your loyalty program.

  3. **And thenThen a lot of** real estate agents Overspend overspend on the marketing, design and rewards of your loyalty program.

  4. Finally some loan officers make the mistake of believing that clients and customers only care about money. That's not true.

You need to Keep It Real and Authentic!!

  * Don't create a loyalty program filled with stuff clients don't find valuable. Rewards must be valuable to your clients.

  * So your loyal clients have earned the right to meaningful rewards. For example American Express customers are raving fans of their rewards program and use their Amex cards as much as possible. Because they created a loyalty program that their customers value.

Here are the top 2 ways to successfully launch your loyalty program once you have it together.

The Top 2 Ways Toto Successfully Launch Your Loyalty Program

Strategy #1: Market Your Loyalty Program Onon Your Closing Docs

Transforms a cost center into a profit generating/marketing tool. This is an easy way to remind yourself to talk about your loyalty program as well.

And Clients clients save their closing documents for years after their purchase or sale.

Strategy #2: Mail Outout A Postcard Or Letter Toor Letter to Past Clients

You can create a postcard or typed letter introducing your past clients to your loyalty program.

Require that they visit a special page on your website, mail-in a completed application or simply visit your office to enroll in your loyalty program.

Then create a 3 step mail campaign to try to enroll the maximum amount of past clients.

MODULE CHAPTER 8

- Referral Program Marketing StrategyREFERRAL PROGRAM MARKETING STRATEGY: How ToO Turn Your CustomerClients Intointo Raving Fans That Grow Your Sales

Referrals are the second easiest clients to close because they come to your real estate business from a trusted source. However, 99% of real estate agents don't have a single system in place to consistently generate referrals. Here's the harsh reality when it comes to implementing a referral system in your real estate business:

  * Consistently generating referrals takes real work and real changes, which is why many real estate agents avoid it.

  * Most real estate agents are terrible at consistently generating referrals because they don't ask.

  * Generating referrals requires a consistent referral marketing plan that's always up and running.

It's a shame that more real estate agents don't setup referral generating system because they are really missing the boat. Getting referrals is so lucrative because it's essentially the most effective advertising at little to no additional cost. In fact, it's less expensive to generate referrals from existing clients than trying to get new clients.

One of the other benefits of generating referrals is that they don't have to be convinced to come to your real estate business because they've already been pre-sold on coming by your other clients. Also, when you create a referral marketing system, you also create an awesome client service environment that builds client loyalty.

Why Most Real estate agents Are Not Worthy Of Receiving Referrals

While getting tons of referrals each week is a worthy goal and does wonders for your bottom line, not every real estate agent will be able to generate referrals. Here's why:

  * They have no real commitment to getting referrals in the first place.

  * There is too much focus on selfish reasons and not enough benefit for the referring client.

  * They even don't remember to ask for referrals.

  * They're not really doing something clients can recommend or refer to others.

  * They assume that great listings alone is enough.

  * They are afraid of asking for referrals.

The Golden Road

Generating referrals from your past clients is the final phase of a strategic process that starts with attracting prospects but concludes with a lifelong client referring others to you. Here's what that path looks like:

  * Level 1: Attracting Prospects

  * Level 2: Converting Prospects

  * Level 3: Taking Care Of First-Time clients

  * Level 4: Inspiring Iron-Clad Loyalty

  * Level 5: Clients Referring Others To You

How To Build Your Referral Generating System

Step #1: Create A List Of Ideal Referral Candidates

It's a proven fact that some clients will send referrals to your real estate business, while others won't. That's why you should start by creating a big list of profitable clients who are most likely to refer you to others. This will be your list of your ideal clients. By the way, if you have no way to narrow your list down, then start with a list of the last 12-24 months of your most recent closings.

Step #2: Create A Compelling Referral Message

This could be the same as your U.S.P, but you may also choose to build your referral program around a different USP. Regardless of what you choose, you should focus on what you can do for the client, not what the referral means to you.

Step #3: Your Referral Follow Up System

Another key thing to remember is that while there is value in getting the referral to hire you once, the long-term profits are in your ability to convert the referral into a life-long client.

Once you come up with a referral program that you feel comfortable with, your next goal is to create your marketing pieces to send out to your client lists. Make your marketing pieces about the benefit the client gets from referring people to you and the benefit the referral client will receive. You should use postcards, letters, emails and text messages to remind your past clients about your referral program. Lastly, your referral campaign should always be going out to your new clients after every purchase that they make.

See Referrals Are Second Easiest Clients To Close. So, why don't more real estate agents spend time to create a system to consistently produce referrals?

Well The Harsh Reality Like most successful business building strategies, it takes real work and real changes, so many real estate agents avoid it like the plague.

99.9% of loan officers don't have a single system in place to generate a single referral business.

And most loan officers are terrible at consistently generating referrals.

See if you are not generating referrals you are Missing Thethe Boat. And tThis is why;:

  * Its Easy easy advertising at little to no additional cost.

  * Its way less expensive to generate referrals from existing clients than trying to get new clients.

  * And Referrals Referrals close at a much higher rate because they've already decided to work with you.

  * And wWhen you create a referral marketing system, you also create an awesome customer service environment that builds client loyalty.

But tThere is another thing too am going to give you the reason why most loan officers are not worthy of receiving referrals.

Why Most Loan officers Areare Not Worthy

Of Receiving Referrals

  1. They make no real commitment to getting referrals.

  2. There is too much focus on their own selfish reasons.

  3. And they don't even remember to ask for referrals.

  4. And they are not really doing something clients can recommend to others perhaps.

  5. And they are always assuming that a great service alone is enough but it isn't!

  6. They are afraid of asking for referrals. You must ask to get the referral.

See here is the The Golden Road am going to lay it down for you.

Level 1: Attracting Suspects

Level 2: Converting Prospects

Level 3: Taking Care of First-Time Clients

Level 4: Inspiring Iron-Clad Loyalty

Level 5: Creating Client Referrals from your past clients.

Now am going to show you how to build your referral generating campaign.

How Toto Build Your Referral

Generating System

So let's get into it

Step #1: Create Aa List Ofof Ideal Referral Candidates

It's a proven fact that some clients or will send referrals to your business, while others won't.

Start by creating a list of profitable clients who are most likely to refer you to others.

If you have no way to narrow your list down, then start with a list of 12-24 months of your most recent clients.

Try to pinpoint people who have already sent you referrals.

Step #2: Create Aa Compelling Referral Message

This could be your business U.S.P, but you may also choose to build your referral program around a big benefit. For example, your referral U.S.P could be, "Guaranteed to sell your house in 120 days or I'll buy it!"

Focus on what you can do for the client, NOT what the referral means to you.

Step #3: Decide How You Will Reward Your Referrers

In order to create a successful referral reward system, you must know your clients.

Some people may get offended at being ethically bribed with gift cards, cash or discounts etc.

Luxury items or services = classy rewards (bottle of wine, massage vouchers etc.

Be sure to follow the guidelines and limitations of your state and governing real estate rules.

A Quick Note Onon Rewarding Thethe People Who Refer Clients Toto Your Business.

Let's Look look At at LTV Againagain...If if Lifetime Value of your client is $2,500 then, would you be willing to reward a referrer with $50 - $100 cash voucher for referrals they send you that actually purchase?

Most agents are too short-term with their thinking to see the golden opportunity in this strategy.

Crunch Thethe Numbers For example, if a client sends you five referrals then: if a client sends you 5 referrals that buy x $2,500 lifetime value = $12,500 revenue.

You may pay out $250 - $500 in cash voucher to the referring customer. Therefore, you pay out $250 - $500, but you get $12,000+ in revenue.

The Question Is NOT would you trade $250 - $500 for $12,500? Hopefully, that's a no-brainer! ButHowever, But how many times would you want to trade $250 - $500 for $12,500?

Hopefully, the answer you're thinking of is Asas many times as I can and as fast as possible!

Step #4: Create Aa System Toto Convert Referrals Intointo Clients

The value is not in getting the referral, but in converting the referral into a client.

Start with one of your existing scripts/presentations and customize it for referral leads. Be sure to include a mention of what the referral qualifies for by being a referral.

You should invest in training time, making sure your scripts/presentations are polished and professional.

Word of Caution: Referrals sometimes have a higher expectation of service.

Step #5: Your Referral Follow Up System

Create several marketing pieces based on the youryour core referral marketing message.

Make it ALL about the benefit your client gets from referring people to you AND the benefit the referral will receive.

Find a creative way to keep your core referral message in front of all your clients.

The Usual Suspects: Use postcards, letters, emails and text messages to follow up with your past clients.

Your referral campaign should ALWAYS be going out to your new clients.

Referral Marketing System Example

  * Day 1: Client closes on new home.

  * Day 21 (3weeks later): Client receives a thank-you card.

  * Day 30: Client receives a "Welcome to Our Family" package which explains the referral rewards program with a special reward for referring someone by a certain date.

  * Day 45: Client receives a postcard with a reminder about the referral program.

  * Day 60: Client receives final notice letter for their first referral reward.

  * **Monthly:** You send them your newsletter with a section about the referral program inside

With that this is the end of the module let's take a brief recap of what we have talked aboutdiscussed.

CHAPTERMODULE 9 -

Strategic Marketing Alliances Strategy: Explosive Profit Growth Through

Marketing Partnerships

One of the best kept secrets in the real estate industry is strategic marketing alliances. Strategic marketing alliances are when two businesses promote their businesses to each other's prospect and client database. This strategy is so powerful that it can single-handedly transform your struggling real estate business into a success because you can drive get quality leads virtually any day of the week.

Why Are Strategic Marketing Alliances So Powerful?

Strategic marketing alliances are so powerful because they require little to no advertising or additional marketing expense, plus you can get access to a list of paying clients that someone else has built a relationship with. When strategic marketing partnerships are done correctly, you come highly recommended to the prospect from a trusted source. Also, because you're recommended from a trusted business that the prospect has already built a relationship with, it allows you to instantly position yourself as the go-to real estate agent for that business.

However, I have a word of caution about strategic marketing alliances or partnerships: The wrong strategic marketing alliance can do massive damage to your real estate business reputation if you're not ready to handle the influx of leads. That's why you need to make sure your systems are setup to efficiently and effectively work the leads to keep your partner happy.

Also, when you form a strategic marketing partnership, you need to be prepared to give more than you're getting to make the strategic alliance attractive. You also need to have several ideas about how to make the alliance a success for your marketing partner.

But Before You Say I Do

While strategic marketing partners are powerful, there are several things you must have before you partner up with other business:

  * You must be able to provide a high level quality experience for the leads that your partner sends to you.

  * You should be prepared to create a true win-win partnership where both businesses get more leads and clients.

  * Make sure you actually do something better than your competitors.

  * Have your systems in place to track the leads or sales the alliance generates.

What You Should Look For In An Strategic Marketing Partner

When most real estate agents learn about the strategic marketing alliance strategy, they want to run out and partner with any business. However, that would be a big mistake. You only want to build a strategic marketing alliance with a company that aligns with your real estate business. Here are some other things to look for in a strategic marketing alliance or partnership:

  * Sells a quality product or service that's a good fit for your clients.

  * Believes in and practices consistent marketing and basic business building principles.

  * Trustworthy company that operates in full integrity with everything they do.

  * Makes you feel proud to be associated with them. Don't ever risk your reputation

  * Willing to plan, work and invest in the alliance or partnership in order to make it a success for themselves and for you.

Strategic Partner Examples

  * Peoples United Bank and Stop & Shop

  * Walmart and Subway

  * LA Fitness Gym and Sports Drink Companies

  * Taco Bell and Pizza Hut

  * Coke and Proctor & Gamble

  * Red Box and Gas Stations & Grocery Stores

  * Colleges and Credit Card Companies

How To Find The Right

Strategic Marketing Partner

Step #1: Create An List of Ideal Strategic Alliance Partners

When creating your list of ideal strategic alliance partners, you should start with companies that target the same type of prospects that you do. While many companies service the same prospects you're targeting, it's best to start with companies like local home improvement contractors and businesses you've done work with before. If possible, start with ones that are geographically close to your real estate office so you can leverage the local angle.

When you're compiling your list of potential strategic alliance partners, you want to give special consideration to any organization that advertises regularly and has long-running marketing campaigns. Another good way to build your list of potential partners is to look through the last month of newspapers to find businesses who are consistently investing in advertising.

Step #2: Create Your Offer

After you've made a list of potential strategic alliance partners, you need to create a compelling offer that would catch the interest of a strategic alliance partner. First, start by making a list of the products or services of the potential partner. Then, you want to see what you offer you can put together that would complement their products and services. You need to do it in this order because while you may have an idea of what you want, always start by focusing on your alliance partner to show that you care. Next you need to come up with a plan on how you can integrate promoting your real estate office with what you could do for your alliance partner.

Don't feel pressured into lowering your fees too low. When you come highly recommended, you can realistically charge a premium. Also, this is the time to be creative and bold, so try something a little different instead of the same old tired promotions.

Step #3: Contacting Potential Strategic Alliance Partners

Next you're going to focus on getting the contact information of potential partners from their business website. You start by performing a basic Google.com search to discover their business and personal interests to find common points of interest. If possible, attend events where your potential partners are also in attendance and meet them personally. You could even call the business and ask for the person who would be able to make decisions regarding a strategic alliance. Your goal is to set up an appointment to meet and talk about partnering up with each other.

Step #4: Closing The Deal

The final step in finding a strategic alliance partner is closing the deal. By this point, you should have discussed how you will measure and track the success of the partnership. However, you need to get a written time table on specific actions and a breakdown of how to split any costs the partnership will incur. For example:

  * Day 1-4: Create an outline of the partnership details.

  * Day 5: Submit offer outline details to your partner.

  * Day 6: Review offer details from partner.

  * Day 7-10: Start launching your offer to each other's list.

Problems in most strategic partner alliances occur because of lack of communication and unrealistic expectations of the partnership. So, don't go into a potential lucrative partnership unless you have all of your goals and items in writing with copies with both parties involved.

The Top Three Strategic Marketing Alliance

Options Endorsed Marketing Campaigns

#1 - The Endorsed Marketing Campaign

An endorsed marketing campaign is when your strategic marketing partner recommends you to their clients or database. This could be a direct mail campaign of letters or postcards promoting your real estate business. Your strategic partner could also send out an email blast to their client or prospect database.

Also, in most cases you have a special discount for the clients that your strategic partner refers to you so that they know you have a strategic alliance with another business.

#2 - The In-Business Promotion Campaign

An in-business promotion campaign is when you and your strategic partner create marketing materials to physically be in both of your businesses to promote each other. You can do this by using marketing materials like podium stands with tear-offs, banner ads and advertising messages actively promoting your partner. You can also use flyers placed throughout your target neighborhoods which advertise a coupon or voucher for your strategic marketing partner.

#3 - Co-Marketing Campaign

A co-marketing campaign is an entire marketing campaign designed to promote the businesses of each strategic marketing partner. This campaign can include newspaper ads, television & radio commercials and social media ads with both companies advertising complementary products and services.

However, this specific method requires both you and your strategic alliance partner to have a product and service that are very much related to each other and valuable to the client. This method also requires a high level of trust and tends to be the most expensive and complex option. However, the rewards of this option can be worth the risk.

Imagine The Possibilities

Imagine finding five strategic marketing partners who each have a list of 1,000 clients. When you partner with them, you become the go-to real estate office agent for 5,000 quality leads without any additional advertising cost.

Strategic Marketing Alliance Examples

  * Home Improvement Contractors

  * Interior Decorators

  * Divorce Attorney's

  * Apartment Building Owners

  * Property Managers

  * Wedding Planners

STRATEGIC MARKETING ALLIANCES STRATEGY: Explosive Profit Growth Through Marketing Partnerships

Let's kick off with defining what a strategic marketing alliance is.

What Is A Strategic Marketing Alliance? Well they are partnerships that you can buy marketing efforts in order to benefit both partners.

It's like the big foot of business see:

  * 99.9% of loan officers don't know even this effective business strategy exists so they are definitely not using it.

  * This is a Strategy strategy so powerful that it can single-handedly transform your struggling business into a success.

  * You can drive quality traffic to virtually any service.

And why are they so powerful? Well let me show you.

Why Are Strategic Marketing Alliances So Powerful?

  * Well when done properly you can get a great ROI with a minimal marketing investment.

  * You can get access to a list of targeted leads that with whom someone else has built a relationship with.

  * If done correctly you come highly recommended from a trusted source to that list of leads.

  * AndMoreover, Itit allows you to instantly position yourself as the go-to person.

But a Word Ofof Caution

  * The wrong strategic marketing alliance can do massive damage to your business.

  * If you're not ready to handle the influx of business, then don't do it.

  * You need to be prepared to give more than you're getting to make the strategic alliance attractive.

  * And you need to have several ideas about how to make the alliance a success for your marketing partner

ButHowever, before you get into a strategic marketing alliance:

  * You must be able to provide a high level quality service.

  * You need to be prepared to create a true win-win partnership.

  * You need to make sure you have prepared and polished your presentations.

  * You need to make sure have your systems in place to track the leads or sales the alliance generates. This will show your worth.

Now here is what you should look for in a strategic marketing partner.

What You Should Look For In Aa Strategic Marketing Partner

  * You need one that believes in and practices consistent business building principles.

  * You need a trustworthy partner who operates in full integrity in what they do.

  * You need a business that you feel proud to be associated with. Don't ever risk your reputation.

  * And you need to be willing to work to invest in it and have a plan to make the alliance a success. You carry your 50 bricks and they carry theirs.

Here are some examples of strategic partnerships and alliances.

Strategic Partner Examples

  * Peoples United Bank and Stop & Shop

  * Walmart and Subway

  * LA Fitness Gym and Sports Drink Companies

  * Taco Bell and Pizza Hut

  * Coke and Proctor & Gamble

  * Red Box and Gas Stations & Grocery Stores

  * Colleges and Credit Card Companies

There are thousands of examples you can draw from.You can draw from thousands of examples.

Now am going to tell you how to find the best marketing partner for your business.

How Toto Find Thethe Right Strategic Marketing Partner

Step #1: Create Aa List of Ideal Strategic Alliance Partners

Start with friends, suppliers, vendors, and local businesses you've frequented in the past.

If possible, start with businesses that are geographically close to yours so you can physically visit and experience their systems and processes.

Give special consideration to businesses that advertise and have long-running marketing campaigns.

You need to look through the last month of newspapers to find potential partners who are investing in advertising.

You need to make a list of at least ten potential strategic alliance partners.

Step #2: Creating Your Offer

Now, that you've made a list of potential strategic alliance partners, you need to create a compelling offer.

  * You need to start making a list of your own services that you know your ideal customers would want.

  * If possible, the services that you select should be related to the businesses you chose.

  * While you're creating your offer, also list some possible offer ideas for your strategic alliance partner.

    * But don't fall into the lowest price trap. When you come highly recommended, you can realistically charge a premium.

  * Be creative and bold. Try something a little different instead of the same old tired promotions.

Step #3: Contacting Potential Strategic Alliance Partners

You can get the contact information of potential partners from their business website.

Next, do a basic Google.com search to discover their business and personal interests and to find common points of interest.

If possible, attend events where your potential partners are also attending and meet them personally.

The next method you should use to contact potential partners is to actually visit the business and speak to the owners.

This is one of the rare times when you should probably not use direct mail.

Step #4: Closing Thethe Deal

Problems in most strategic partner alliances occur because of lack of communication and unrealistic expectations of the partnership.

Be sure to discuss how you will measure and track the success of the partnership. Once you decided on a strategic partner, be sure to get a written time table on specific actions and a breakdown of how to split any costs the partnership will incur.

For example;:

  * Day 1-4: Create the offer

  * Day 5: Submit offer details to partner

  * Day 6: Review offer details from partner

  * Day 7-10: Complete newspaper ad for that offer

Now am going to give you the top three strategic marketing alliance options.

The Top Three Strategic Marketing Alliance Options

Endorsed Marketing Campaigns

This is when a strategic marketing partner recommends you to their customers or database.

It usually consists of a direct mail campaign of letters and postcards promoting you and it's mailed out their partners' database.

Your strategic partner sends out an email blast to their customer or prospect database recommending your business.

OrAlternatively, your strategic partner includes a coupon or voucher for your business when a customer purchases from them.

And lastly you can have banners or ads on your strategic partners' website.

In-Business Promotion Campaign

This is when you and your strategic partner create marketing materials to physically be in both of your businesses to promote each other.

This can be;:

  * Podium stands with tear-offs, images and advertising messages actively promoting your partner.

  * Flyers placed in the business which advertise a coupon or voucher for customers.

  * Banners that are placed in the business with an advertising message.

  * Products or services that are co-branded together.

Co-Marketing Campaigns

This is when an a entire marketing campaign designed to promote the business of each strategic marketing partner like;:

– Newspaper, television, radio and social media ads with both companies advertising complementary products and services.

In order for this to work this requires a product and service that are very much related to each other and valuable to the customer.

This option requires a high level of trust and tends to be the most expensive and complex option.

The rewards of this option though can be worth the risk. Imagine this: You find five strategic marketing partners who each have a list of 1,000 customers. Now, you've just become the go-to agent for 5,000 quality leads...with NO extra advertising cost.

So here are some examples.

Strategic Marketing Alliance Examples

  * Hair and nail salons and massage parlors.

  * Tax accountants who partner with bookkeepers.

  * Bookkeepers and tax attorneys.

  * Loan officers and furniture stores.

  * Gyms and massage salons.

  * Hardware stores and home improvement contractors.

  * Mortgage brokers and home insurance companies.

These are all examples of strategic marketing examples.

MODULE CHAPTER 10

WEBSITE AND INTERNET MARKETING STRATEGY: Using Thethe Power Ofof Thethe Internet Toto Double Your Sales

Website And Internet Marketing Strategy: Using The Power Of The Internet To Grow Your Real Estate Business

This may come as a surprise to you, but a savvy real estate agent can dominate their target market with just an internet connection, free Twitter account, free YouTube account and a free Facebook page.

The Internet has leveled the playing field and opened up the door for the real estate agent with a small $500 marketing budget to compete with agents with huge national brands with $50,000 marketing budget.

Never in the history of the world has life-changing success been so easily accessible. However, the true power isn't simply because a real estate agent is on the Internet, it's about harnessing the traffic from prospects and leads in your local area.

The Power Of The Local Search

When you focus on attracting prospects in your local geographical area, that is referred to as "local search". Local search is powerful because most prospects are searching for real estate agents in their local market. Here are some interesting statistics about the power of local search:

  * 80% of consumer budgets are spent within 50 miles of their home.

  * 74% of Internet users perform local searches (Kelsey Group)

  * 66% of American's use online local search, like Google local search to locate local Real estate agents. (TMP/ComScore)

  * 61% of local searches result in purchases. (TMP/ComScore)

  * 54% of Americans have substituted the internet and local search for phone books. (ComScore networks)

  * Microsoft has claimed that 53 percent of mobile searches on Bing are local in nature. (Microsoft)

  * Mobile local searches for local information are expected to grow from 27.8% in 2008 to 35.1% by 2013. (BIA Kelsey Group)

  * 82% of local searchers follow up offline via an in-store visit, phone call or purchase. (TMP /ComScore)

  * 97% of American internet users use the internet to shop of which 57% characterize their behavior as shop online, purchase offline. (NPD Group)

The Top 5 Online Marketing Myths

When it comes to marketing your real estate business online, there are many myths that need to be dispelled. Such as:

Online Marketing Myth #1: Marketing online is too complicated and expensive.

Online Marketing Myth #2: You need to spend a fortune on a very expensive website to get people to find you online.

Online Marketing Myth #3: If your website is on the first page of Google, then you will make a ton of money.

Online Marketing Myth #4: Marketing on the internet can solve all your business problems.

Online Marketing Myth #5: All you need is a website and you are guaranteed to get people to call you non-stop.

All of those statements above are things that real estate agents believe about marketing online. However, if you believe those things, you're practically guaranteed to fail.

The Reason Why 99% Of Real estate Agents Fail

When Trying To Market Online

In addition to believing myths about marketing online, many real estate agent who attempt to market their real estate business online fail miserably. Here are the reasons:

  1. They don't focus on the leads and prospects in their local market. They try to go head-to-head with big national brands.

  2. They have no major strategy to guide their actions. So, they just have a random set of marketing actions with no cohesive plan.

  3. They don't understand how to create an online marketing campaign that persuade and compel people to call them.

  4. They don't tie their internet marketing actions with their traditional marketing strategies to create successful systems.

  5. They don't even track their results, so there's no way to know what is and isn't working.

The Proven Formula For Internet Marketing

Success For Your Real Estate Business

Now that I've shared with you the common myths and pitfalls associated with marketing online, I'm going to share with you a proven formula for attracting more prospects to your real estate firm using the Internet.

  1. Map Your Process \- Map out your entire process for working with a prospect generated from the internet.

  2. Attract Prospects – Select online marketing strategies that attract your ideal target prospect.

  3. Create Your Offer – Once you attract prospects to your website, you need to have a compelling and persuasive offer to get them to call you quickly.

  4. Lead Capture – Your goal is to present a special offer or incentive to everyone who visits your website, but you also must have a method for getting prospects to give you their contact info on your website. This is called lead capture.

  5. Cultivate Your Leads – Your tactics for staying in contact with your leads while also marketing to them are so important to getting them to actually convert into buyers.

  6. Sales Conversion – In this step, you send out sales messages that will get your prospects to call you today.

Why You Should Follow An Proven

Formula For Marketing Online

Following a proven blueprint eliminates the guesswork, confusion and dramatically reduces the risk of major failure of your marketing efforts. Also you'll will love following up with the leads that are generated because you have a proven blueprint. More importantly, your clients will enjoy buying working with you and will become raving fans. Finally, you will have a realistic chance to get off of the sales rollercoaster caused by extremely slow months.

Step #1: Mapping Your Process

When most online marketing campaigns fail, it's usually because the process hasn't been mapped out to reach the desired goal.

Here is what a well mapped out process should look like:

  * Prospect sees your online ad ->

  * Clicks on ad and is taken to your landing page ->

  * Landing page asks for contact information in exchange for an offer to see one or more listings ->

  * You call the lead and invites to show them a property.

Mapping out a pre-planned desired path will help your internet leads actually convert into real dollars. You can do this by having a special web page on your website for specific campaigns or you can use a completely different website.

The key is to keep your processes simple and plug the online leads you generate right into your existing lead follow-up system. However, you also need to design a specific lead follow-up system for the internet leads that don't buy from you right away.

Step #2: Attract Prospects

There are two major rules of attracting prospects online. These two rules should NEVER be broken:

  1. Build your online marketing campaigns around the exact words or phrases that your target market uses when they are shopping for real estate. This is known as keyword research.

  * Using the exact words and phrases to attract qualified prospects creates laser precision in your marketing efforts.

  2. Only put your marketing messages where your prospects are.

  * This can be done geographically, regionally, or in online websites or publications that your target market visits, reads or watches.

The Top Five Online Marketing Strategies

When you are setting up your online marketing strategies, these are the minimum online marketing strategies that you simply MUST have:

  1. Optimized business listings in the major search engine directories on Google Places, Bing Local & Yahoo Local

  2. You must have optimized business listings in ALL Real estate agent directories in your target market.

  3. You need to have a Facebook fan page for your real estate business.

  4. You need to have a YouTube video marketing campaign promoting your listings.

  5. Email marketing campaign to nurture the leads that you are generating.

Also, in addition those five core online marketing strategies; here are some online marketing methods that you can implement over time:

  * Online Marketing Methods

  * Google Places Listing

  * Real estate agent Directories Listing

  * Marketing On Your Facebook Page

  * Video Marketing On YouTube

  * Article Marketing Strategies

  * Video Marketing Strategies

  * Marketing With Press Releases

  * Pay Per Click

  * Marketing With Podcasting

  * Google Places, Yahoo Local, Bing Local

When you start looking at all the online marketing options available to you, don't be overwhelmed by all of it. Select online marketing strategies to attract prospects to your offers on your websites. Remember that you should only choose the strategies that get your message in front of your target market. Also, you should get one online marketing strategy implemented completely before moving on to the next strategy.

Step #3: Your Offer

In order to get a prospective client to get up off their couch or out of their cubicle to call you, you must have a compelling and persuasive offer. In your case, this means quality listings that are a good fit for your target market.

Step #4: Capture The Contact Information Of The Non-Buyers.

The large majority of the people who see your marketing message and visit your website will not respond and may just be looking so you need a method to capture their contact information. You can offer a report with listings in their target area, reduced fee offer or a free informative report in exchange for a prospect giving you their information. More importantly, if you don't capture the contact information of the ninety-nine percent of website visitors who don't buy from you today, then you are wasting the large majority of your marketing efforts.

Step #5: Cultivate Your Leads

Cultivating your leads means staying in contact with your leads while also marketing to them. However, you shouldn't just send a sales message in every communication with the lead or prospect. You may consider sending out educational messages, tips and suggestions such as home searching ideas, local listings and home selling tips.

Overall, the best way to cultivate the leads that are generated online is usually through email. However, be prepared and willing use all forms of communication to nurture your leads.

Step #6: Getting Leads To Your Appointments

In order to get someone to get off their couch and into your office you must have the right sales messages the processes methods and strategies that resonate with them. When it comes to making that happen consistently you have three choices:

  1. Hire a marketing copywriter. – Best Choice

  2. Learn copywriting yourself. – Good choice, but do you want to invest five to ten years before you can discover how to write persuasively?

  3. Let the advertising reps create your ads – Worst option possible.

Your ability to get people into your office ultimately depends on two factors:

  * The content of the sales message you are setting up.

  * The way in which you communicate the sales message.

Final Thoughts

In this book, I've shared dozens of strategies, concepts and tactics that you can use to get more people into your real estate firm. However, nothing I shared with you on these pages will work for you unless you commit to implement the systems and strategies into your real estate business. If at any time you find yourself overwhelmed or needing assistance, don't hesitate to reach out to me.

See, a savvy agent can dominate their target market with just an internet connection, free Twitter account, free YouTube account, and a free Facebook page.

The Internet has leveled the playing field and opened up the door for the agent with a small $500 marketing budget to compete with the main street business with $50,000 marketing budget.

Never in the history of the world has life-changing business success been so easily accessible. However, the true power isn't simply because a business is on the Internetinternet, it's about harnessing the traffic from prospects and leads in your local area.

Now let me show you the power of Local Search.

The Power Ofof Thethe Local Search

  * 80% of consumer budgets are spent within 50 miles of their home.

  * 74% of Internet users perform local searches.

  * 66% of Americans use online local search, like Google local search to locate local businesses.

  * 61% of local searches result in purchases.

  * 54% of Americans have substituted the internet and local search for phone books.

  * Microsoft has claimed that 53 percent of mobile searches on Bing are local in nature. (

  * Mobile local searches for local information are expected to grow from 27.8% in 2008 to 35.1% by 2013.

  * 82% of local searchers follow up offline via an in-store visit, phone callcall, or purchase.

  * 97% of American internet users use the internet to shop of which 57% characterize their behavior as shop online, purchase offline.

Well what does that mean for you well it means good things but you got to first get through the marketing myths.

And hHere are the myths that am talking aboutin which I am discussing.

The Top 5 Online Marketing Myths

  1. Marketing online is too complicated and expensive for agents to do.

  2. All you need is a website and you are guaranteed to make money with your website. It's not true.

  3. You need to spend a fortune on a very expensive website to make money from the internet.

  4. If your website is on the first page of Google, then you will make a ton of money.

  5. Marketing on the internet can solve all your business problems.

Now am going to give you the reason why 99% of loan officers fail when trying to market their business online.

The Reason Why 99% Of Loan officers Fail When Trying Toto Market Their Business Online

  1. They don't focus on the leads and prospects in their local market, . Aalso known as local search.

  2. No major strategy to guide their actions. So, they just have a random set of marketing actions with no plan.

  3. And they don't understand how to create content that sells their products and services in an ethical and persuasive way.

  4. And they don't tie their internet marketing actions with their traditional business to create successful systems.

  5. And they don't track results, so there's no way to know what is and isn't working for them.

Now am going to show you how to use the internet to attract more leads close more deals and grow your mortgage business. Here is a proven formula.

The Proven Formula Forfor Internet Marketing

Success Forfor Your Business

1. Mapping Your Process – you need to Map map out your entire process for working with a lead generated from the internet.

2. Attract Prospects – Select online marketing strategies to attract prospects to your offers.

3. Lead Capture – you need to choose a method for getting prospects to give you their contact information.

4. Cultivate Your Leads – These are your tactics for staying in contact with your leads while also marketing to them.

5. Sales Conversion Method- The sales messages, methods and strategies that will get your prospects to buy.

Here is why you should follow this proven formula.

Why You Should Follow Aa Proven Formula Forfor Marketing Your Business Online

  1. Following this proven blueprint eliminates the guesswork, confusion and dramatically eliminates the risk of major failure of your marketing efforts.

  2. Your sales team will love following up with the leads that are generated using the blueprint you're about to discover.

  3. More importantly, your customers or clients will enjoy buying from your business and will become raving fans.

  4. You will have a realistic chance to get off of the business rollercoaster caused by extremely slow months as well.

  5. And this blueprint can even be applied to your overall marketing campaign in your business.

So let's get into it in details.

Step #1: Mapping Your Process

When most online marketing campaigns fail, it's usually because the process hasn't been mapped out to reach the desired goal.

The 1st example: Prospect sees your online ad -> Clicks on ad and is taken to your landing page -> Landing page asks for contact information -> and after prospect fills out contact form, you call the lead.

2nd example: Prospect finds your business in online directory -> Clicks on link to your website and is taken to your website -> On your website you have number to call for an appointment-> Prospect calls the number and is helped guiding to the next step.

Mapping out a pre-planned desired path will help your internet leads actually convert into real dollars.

You need to Keep keep your processes simple and plug the online leads you generate right into your existing lead follow-up system.

You must Design design a lead follow-up system for the internet leads that don't buy from you right away. Remember filter.

And if someone came in through your online marketing system, then it's usually fine to communicate with them via email.

But don't skip any part of the process or your internet marketing campaign will not turn into real customers and sales.

Consider creating a process for upsells also.

Step #2: Attract Prospects

The two major rules of attracting prospects online. These rules must NOT ever be broken:

  1. Build your online marketing campaigns around the exact words or phrases that your target market uses.

  * This is known as **keyword research**.

  * Using the exact words and phrases to attract qualified prospects creates laser precision in your marketing efforts.

  2. And only put your marketing messages where your prospects are.

  * This can be done geographically, regionally, or in online websites or publications that your target market visits, reads or watches.

Step #2: Attract Prospects

You need to select online marketing strategies to attract prospects to your offers: Don't be overwhelmed by all of the online marketing options.

ONLY choose the strategies that get your message in front of your target market. You need to get one online marketing strategy implemented completely before moving on to the next strategy.

AndIn addition, Always always make sure that the online marketing strategies are based on sound business principles.

And you must always be willing to work diligently at building a relationship with the online leads you generate.

Here are some examples of online marketing methods;:

  * Google Places Listing

  * Business Directories Listing

  * Marketing On Your Facebook Page

  * Video Marketing On YouTube

  * Article Marketing Strategies

  * Video Marketing Strategies

  * Marketing With Press Releases

  * Pay Per Click

  * Marketing With Podcasting

  * Google Places, Yahoo Local, Bing Local

.There are tons of online business strategies. ButHowever, the only ones that matter are the only ones you can use to you in front of your target market.

So am going to start by giving you the top five online marketing strategies.

The Top Five Online Marketing Strategies

These are the minimum online marketing strategies that you simply MUST have in your mortgage business.

  1. Optimized Business business Listings listings in the major search engine directories like Google Places, Bing Local & Yahoo Local

  2. Optimized Business Listings in ALL business directories in your target market

  3. Facebook Fan Page for your business.

  4. YouTube Video Marketing Campaign promoting your business.

  5. Email Marketing Campaign to nurture your leads

Step #3: Lead Capture

The large majority of the people who see your marketing message and visit your website will not respond.

Capturing the contact information of the non-buyers is just as important as getting the buyers in the first place.

If you don't capture the contact information of the 95%-97% of website visitors who don't buy, call or set up an appointment, then you are wasting the large majority of your marketing efforts.

The gold standard in online marketing is a landing page, squeeze page, or a sign-up form on an existing webpage.

Step #4: Cultivate Your Leads

Cultivating your leads means staying in contact with your leads, while also continuing to marketing to them.

But Stay Stay away from the extremes. Don't send a sales message in every communication with the lead. However, don't just send educational communications without ever sending a sales message either.

A good ratio is 4:1. For every 4 educational emails you sent you should send 1 asking them about their business.

The best ways to cultivate the leads that are generated online is usually through email. However, be prepared and willing use all forms of communication to nurture your leads like Emailemail, text, postcard, letter etc. and all the stuff we discussed earlier.

And lastly match your marketing message to the lead capture content that was used to collect the leads information.

Talk Thethe Talk and Walk Thethe Walk

See the harsh reality is even though every loan officer knows they should be following up:

  * 48% of sales people never follow up with a prospect

  * 25% of sales people make a second contact and stop

  * And almost 12% of sales people make more than three contacts

Therefore, the actual sales are dismal because:

  * 2% of sales are made on the first contact

  * 3% of sales are made on the second contact

  * 5% of sales are made on the third contact

  * 10% of sales are made on the fourth contact

  * 80% of sales are made on the fifth to twelfth contact.

Do you see the pattern?

Step #5: Sales Conversion

Sales conversions rely on the sales messages, processes, methodsmethods, and strategies that will entice your prospects to buy. When it comes to improving your sales conversionsconversions, you have three choices:.

  4. Hire a marketing copywriter. –that's the Best best Choicechoice

  5. Learn copywriting yourself. – Good choice, but do you want to invest five to ten years before you can discover how to write persuasively?

  6. Let the advertising reps create your ads – Worst option possible.

Sales conversion is a complex part of your marketing campaign because it includes:

  * The content of the sales message.

  * The way in which you communicate the sales message.

See if you get either one of these wrong, your online marketing campaign will fail.

That's the end of the module I do sincerely hope it has been of great value to your business and most importantly personally to you.

