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Win Every Listing Presentation With A Success Book

Did you know that the ONE single hurdle you have to overcome with any prospect is to PROVE you can do what you say?

And visual proof is by far the most powerful.

That’s why you MUST create a “Success Book” if you want to win more listing presentations and dominate your competition.

What is a “Success Book”?

A Success Book is an actual notebook that you create which demonstrates your professionalism and your ability to get results for your client. It’s a compilation of all of your best present and past marketing efforts, your qualifications, first-hand accounts from your clients, and a pictorial essay showing why a client would do business with you over any other agent. You should consider making at least 6 copies of the book, bound in a notebook format.

So, what will a “Success Book” do for your practice?

Two things:

  •  Your Success Book will separate you from all of the agents who have only a brochure and business card.  Cards and brochures don’t demonstrate your ability to “perform,” and they tend to get tossed out at the end of the day…
  •  Your Success Book is a living, breathing demonstration of your credibility.  Of the top 25 professions in America, real estate agents are rated in the bottom 5 when it comes to “professionalism.”  People are naturally skeptical.  Your Success Book will educate your prospects and clients on the unique difference of your service.

A Success Book has 6 sections, and to make it fast and easy to put yours together, I’ll give you a free guide showing exactly what needs to be in each section.

Click the image below to download your PDF guide:

How have agents used this Success Book strategy to get more listings?

Here are a few ideas:

  1. Absolutely use it in every listing presentation.  Leave your book with listing prospects — there’s no way another agent will take that listing as long as that book is sitting on their kitchen or coffee table…
  2. Give it to FSBO’s when prospecting to “give them ideas on how to sell their own home.”   They may see the value of you selling it for them just by reviewing your Success Book…
  3. Always have a few copies present at your open houses.  If you meet a prospect who qualifies, give them a copy of your Success Book to review over the next few days.  Then, you can call them to follow-up.  At the least, it gives you a reason to contact them again.  At best, it will solidify a listing (or buyer)…
  4. Your book can be used for promoting you to the news media, builders, or just about any prospect.  How do you market your services without you being there?  By making certain the books are always circulating in the market!  That means you should also be giving them out to buyer prospects you meet so they have proof of your quality service.

One last piece thing…

I’ve just shared one strategy from the 131 ready-to-use promotions that members of my 3-STEPS ULTIMATE™ Real Estate Success System get.  If you’re looking for a way to increase your production and keep it growing, get my free report on “How To Build The Ultimate Real Estate Business & Lifestyle” by clicking here.

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A Secret Weapon To Farm For Expired Listings

One quick way to get extra business right now is to target Expired Listings.

Keep in mind, these are people who want help from an agent but for some reason haven’t been able to sell their home. You’ll have to speak to their frustrations and position yourself as an agent who can help them in their situation.

You can find expired listings on your MLS and mail them a simple letter like this example:

Tips For Using This Expired Letter To Bring You Business:

  • Important note about modifying this letter: This letter has one and only one purpose which is to get prospects to CALL YOU! Notice how everything is “Packaged” specifically for the expired prospect? It uses excellent elements to handle objections, gives lots of Unique Selling Propositions (what you’ll DO for them), and teases for response.  You can modify this letter to fit your practice, but be careful about changing too much as it may reduce the effectiveness.  And don’t forget to PERSONALIZE the letter with the homeowners first name if you can get that data from your MLS.
  • This letter offers a service called the “Maximum Home Value Audit.” You can do an in-person review of the major areas of their home in addition to a CMA to differentiate yourself from what most agents would offer Expireds.  Because you’re one of our valued Agent Inner Circle® members… here’s a ready-to-use template you can use for this!
  • You can enclose a packet of aspirin or antacid or string (to remind them to call you) with this type of letter. It helps to make a greater impact on the reader because it advances your message. Plus, you know they’ll remember you!
  • Using a multi-step approach with this letter will maximize your response. Mail a SECOND NOTICE (sent 3 to 7 days after the first letter) and a FINAL NOTICE (sent 7 days after the second letter).  See this real estate marketing article to learn about about multi-sequence mailings.  Some agents even send letters like this via FEDEX because it looks official and will get opened.  You’ll have to test and see if the numbers make sense based on how many expired listings leads you turn into clients and your average commission.
  • Follow-up with a phone call. Most agents will do one or the other (only send a piece in the mail or only try to cold call).  If you call 3 days after you mail the letter, it is a warm call because you can ask if they got the package you sent to start the conversation.


What do YOU do to get Expired Listings?

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How To Sell More Homes Spending $0.00

Would you like to use a marketing system that costs nearly $0.00 and can bring you a steady flow of quality, motivated buyers?

Then keep reading because in this article I’ll show you one of the highest-return, lowest-cost marketing strategies you’ll ever use in your real estate practice. I’m dead serious. This is working today to get more exposure and contracts for your listings. As a side benefit it also demonstrates your unique value to sellers and helps you get more listings.

Here’s how this 2-step marketing strategy works:

STEP #1: Get a quality list of people to EMAIL

STEP #2: Send them a “valuable update” at least once a month

The best way to explain how this strategy can help you sell more homes is by answering a few common questions about email marketing…

QUESTION #1:Is email effective?

  • Emails are quick and easy to create and send, and they cost you nothing…
  • Emails are welcomed when they’re part of a “valuable update” (as long as you’re sending something people want to read and not all real estate info, more on that in a moment)…
  • Emails are seen more than Facebook posts or Twitter updates because they arrive in someone’s in-box rather than on a website someone has to go and check…
  • Emails are the most reliable way to get visitors to your website anytime you have an updated listing (no more running ads, printing flyers, or paying for traffic to get potential buyers to see listings on your website)…

Are emails opened by everyone?  No.  Email open rates depend on many factors including:  1) your relationship with the people you’re emailing, 2) the nature of your previous emails, and 3) how often you email your contacts.

If your contacts know you personally, you can expect 25% to 40% to open your emails within the FIRST DAY of you sending an email, spending $0.00.  That’s why email marketing is the best way to promote your listings — it’s the highest-leverage tool you can use for free to get exposure for your listings.

QUESTION #2:What if I don’t have email addresses of my contacts?

The most valuable business asset you’ll ever own is your “Power List” — some agents call this your sphere of influence. It’s your past clients, quality leads, friends, family, or acquaintances who know of you from a common organization or group. These are people most likely to welcome and respond to your emails.

Many of these contacts are already in your current email program. You can easily export these contacts and put them in an email marketing system. Then you’ll be able to send a “broadcast email” where you message all your contacts at the same time (instead of one-by-one). The email can still be personal by having the email system merge in the FIRST NAME of each contact.

But what if you still don’t have ALL the email addresses of your contacts, or you want more? I’ve created a quick reference guide with 15 easy ways to get more email addresses, organized into the following FOUR categories:

  1. FREE (7 strategies to collect emails for no cost)
  2. CHEAP (3 inexpensive and effective strategies to get more emails)
  3. BIG BANG (2 strategies that cost money, but can help you build a huge email list quickly)
  4. LEVERAGE (3 strategies to get emails from high-quality contacts that other people know)

I’ve numbered each of the strategies so it’s quick to scan the list, pick the ones you want to use, and start building your email list. To download this guide, click the image below…

* One agent I know was averaging at least 2 new people every day added to her database, and in her first year alone made over $122,000 in commissions from this group.  And she keeps making a $6-Figure income each year from them, even in this economy.  This is worth it.  Follow the reference guide and keep at it.  You’ll be glad you did.

QUESTION #3:What do I email so it’s welcomed, opened, read, and acted-upon?

OK, so you’ve got your “Power List” with email addresses. What do you send them?

If you blast off a “pitch” email promoting your listings to these folks, many of them will be upset or wonder why you’re spamming them. Instead, you want to send them something that will be welcomed and valued. It needs to be something radically different than the “email flyers” you see used to promote listings to other agents.

How do you send something that sets you APART from other agents, brings great VALUE, bonds a deeper RELATIONSHIP, while ALSO promoting your listings and giving specific REASONS to contact you?

The answer is to send a “valuable update.” That’s a little vague. Let me explain it using the Service For Life!® real estate newsletter as an example.

Each issue of Service For Life!® is engineered with:

1) Articles people want to read (not all about real estate) to make your email welcomed and valued…
2) Teasers, trivia, odd facts and helpful resources to get people involved (the longer they spend with your emails the more they’re bonded to you and the more they’ll see offers to contact you)…
3) 14 specific OFFERS to convert leads, generate referrals, word of mouth and repeat business (including multiple places to promote your listings in each email)…

You can see a sample of the email version here.

The bottom line: sending the “right” kind of email allows you to notify all your contacts about your listings at least once a month… where they THANK YOU for emailing them. Now that’s powerful. Thousands of agents are using this strategy today to get more listings sold, for no cost, while also deepening their relationship with each person for more referrals.  This also demonstrates a marketing system you have to promote listing, which will bring you more seller clients.

There’s a lot more I could say to describe this strategy, but you can learn all the specifics on this webinar training.

What you need to know right now is: produce a “valuable update” email, once a month, that has all the right elements to get opened, read, engaged-with, and that motivates response.  More specifically, you’ll need to…

  • Spend 15 to 20 hours a month researching, writing, editing, rewriting, etc. the articles on your own,
  • Layout the entire email in HTML (or pay a graphic designer to do it),
  • And find an email marketing system to send broadcast emails.

Or, you could become a Service For Life!® member and have it 95% done for you each month…

** Your contact info and photo are already loaded into your email issue…
** You take 5-minutes to add a personal message so it looks like you created it (this personal touch is very important)…
** You can add links or listing information directly to the email template through a simple editor that looks and works just like a word processor…
** All articles are also modifiable through the email editor and there’s an article library with dozens of new articles available each month, ready to cut and paste in about 30-seconds…
** Press SEND, and you’re done.

All the right elements are already engineered into the Service For Life!® email template, plus there are videos and guides to export and upload your contacts into an email sending system, pre-written email openers that bonds people to you for life, and information for getting more emails opened with the right subject lines, along with the best times of day and days of the week to send emails.

Your time is really better spent working with clients and closing deals. The choice is yours: create your own “valuable update” email each month, or have it done for you.

Either way, putting in place this cheap, and amazingly effective marketing strategy could be the ONE thing you need to prosper in today’s new economy.

3 Rules To Make Listings Stand Out And Get Them Sold Faster

Buyers today don’t see any difference between your listing and the dozens of other homes for sale even in one neighborhood.

Fortunately, there are 3 rules borrowed from the advertising world that can make your listings stand out and get them sold quickly.  These rules are about branding — not the company logo but what the company stands for.

Branding is really about communicating to a potential buyer who your product is for, and who it is NOT for.  Here are a few examples:

  • You know that eBay stands for online auctions where you can sell your goods fast to anyone, but also have to compete with the world.  Their brand attracts people who want to sell to or buy from a global marketplace, but who don’t mind the tradeoffs that come from overseas competition or purchasing from a vendor in another state or country.
  • If you were asked where most people go when they want a strong cup of coffee, there is only one answer:  Starbucks.  That’s who they are and they don’t mind that some think it’s too strong.
  • You know that Neiman Marcus means “expensive” but also “quality”.

These are excellent examples of the results of effective branding, but what can a real estate agent learn from these companies to sell more homes?

To get a home sold you’ve got to find what’s unique about the home — why someone would buy it versus other homes on the market — and make that central benefit the “theme” of your listing promotions.  Let’s look at each of these three rules and I’ll apply them to real estate one-by-one…

The 3 Rules of Listing Promotions
Every Agent Should Know

Rule #1:  Sacrifice

Branding’s bedrock principle is sacrifice.

Marketing messages work best when you intentionally sacrifice the majority so that you can make a strong connection with a small group that has a burning desire for exactly what is offered. This is a proven concept from the advertising community that can be applied to real estate.

I wrote an ad that sold a home in sixteen days after it had already been on the market for a year. The difference was the marketing message I used.

The house had no back yard at all.  The previous agents never mentioned this in their marketing. I used the “non-yard” feature as the theme of my ad. The home sold instantly to a senior citizen who told me the lack of a yard was a benefit for her.

When you try to appeal to everyone you fail to connect with the very audience who wants what you have. If a home has a small yard, say so. If a home is wildly expensive because of its unique architecture and quality, don’t feel apologetic for this — use it to get the attention of those who would appreciate it.

Rule #2:  Don’t Copy Others, Promote Your Uniqueness

Many a retailer has gotten into trouble trying to piggy-back Wal-Mart’s claim of low prices.  K-Mart went broke trying to win the “low-price” war.  Target was smarter.  They conceded (or “sacrificed”) that turf to Wal-Mart by going more upscale with their marketing, store design and merchandising.  Falling into the “me-too” trap is easy to spot in the real estate business.

Here Is A Common Advertising Mistake For Agents: In most larger cities, there is one school district that is the most sought-after. Agents will routinely try to promote one of these listings by emphasizing the school district in their flyer.

But why would you highlight a feature that is guaranteed to be matched by ever other seller in the region? You always want to market in a way that makes your listing stand out from the others, not blend in.

For the same reason… I would be careful about using an ad, flyer or any marketing material that stresses a feature like “waterfront” or “stunning view” if there are many competing listings that offer the same thing.  Promote what is unique about your listings.  They’ll get noticed and sell faster.

Rule #3:  Substantiate Your Claim!

Al Ries once said, “Branding is nothing you do to the product.  It takes place in the mind of the consumer.

If you can get comfortable with this rule, you will do much better with your marketing.

Consider the example of a local car dealer hawking the idea that he has the lowest prices — you likely hear this message all the time in your own market, but I doubt you give it much credibility.

For starters, it is a claim used by too many car dealers to be believable.  Second, do they really offer any proof?  Not usually, so messages like this are not typically very helpful.

Branding is not just something you do for a corporation.  You should absolutely “brand” each listing you take on.  For example, don’t just say your listing was architect-designed.  Explain, in detail, what the consumer will notice about the house when they come to see it.

Here Is The Perfect Example…

I once took on a waterfront home that was designed by an architect who specializes in lake houses.  When I asked him why he designed the house the way he did, he started describing one interesting aspect after another.

When I interviewed him about his home, he walked me around to the back side of the house—the waterfront side. He pointed out that instead of a flat wall across the back, he visually re-created the same appearance that you’d get from the streetside view—there was a deep porch with impressive columns, high-pitched roof over the “back” door, shutters on the windows, etc.

In other words, he made the house look just as nice from the back as it did from the front.  He said, “A waterfront house should look just as inviting to guests you bring in by boat as it does for those who pull up in the driveway by car.”

Re-telling this in my ad helped substantiate the high price.  Potential buyers were able to visualize this unique benefit since I used descriptive “picture words” and compelling photographs.

Other agents turned this seller down because of her desired price. My ad pulled two full price contracts in less than thirty days.

A Summary

These are the rules of branding:

  1. Sacrifice.
  2. Promote uniqueness.
  3. Substantiate your claims.

For real estate agents, your primary theme for listing promotions must involve sacrificing the majority — not selling to anyone and everyone but focusing on the people most likely to buy the home. Say what makes the home unique and you will attract that right buyer. But also be careful to not get caught up in copying others. Say what makes your listing special and write a story with passion and detail that proves it!

Take time this week to review your current listing promotions and try to apply all 3 rules to each of your properties.  I guarantee it will make them stand out and you’ll attract qualified prospects who are ready to sign a purchase contract.

[Ed note: Copyright Stan Barron. Reprinted with permission. If you, or someone you know wants to sell a house, please give Stan a call at 512-345-8585.]

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