What is IT?

 STAR POWER.

 How do you get it?

Let’ s look at some of the great rock icons and uncover their secrets for success year after year and what separates them from the lounge lizard singer at the local Holiday Inn. Let’s look at how these rockers can teach us something about our “act”.

Mick Jagger

If you have ever experienced the Stones in concert, you know you are in for an amazing experience.  Mick Jagger is prancing around like a 20 year old giving the audience everything he’s got with his hammy performance, exaggerated gestures and hyper exuberance.  Watching Jagger singing, “What a Drag It Is Getting Old”, you can’t help but notice that The Stones are singing these 40 year old songs for the 10,000^th time for an audience of their fellow 60-somethings. They are playing with heart and soul and when you leave, you know you got your money’s worth. This is far from the “has been” bands that are still trying to look hip and just look scary and old. The STAR POWER here is MEMORABLE.  

Are YOU memorable?  When your prospects come in your model center do they remember you the next day or are you reduced to “what’s her name” and ABC Homes?  How do you stand out in a very crowded marketplace?  You need to create excitement and think of different things to do and say that will be memorable.  In order to stand out, you need to provide more value than your competitor down the road.  You need to become a valued trusted advisor, not a pushy, obnoxious salesperson.  In order to provide more value, you need to empathize with your prospects and see the home buying experience through their eyes.  How can you help?  What information or resources could you provide? How can you make the transition smoother?  Instead of focusing on the sale, the close, the check, focus instead on helping your prospects with this enormous decision to go ahead and purchase a brand new home.  If you are willing to go all out, not only will you Rock your Sales, but you will Rock your Referrals!

Jennifer Hudson

Jennifer was a runner up on American Idol and was kicked off.  Simon Cowell told her she did not have what it takes to succeed.  What does Jennifer do? She auditions for Dream Girls and then wins a best supporting actor award at the Oscars for her first role!  How’s that for handling rejection?!  Jennifer’s story is amazing.  She sang in her church choir and was writing lyrics to songs. Her songs were always something positive.  One was penned, “Thank You”, which was a song about how much gratitude she felt about her life.  Another song was “I Take You Just the Way You Are”, which is a song about her boyfriend, a maintenance man.  She believes there was a direct connection between the songs in her head and her life.  Does rejection motivate you to move forward?  Do you have positive lyrics in your head?  With the market conditions now, we all should have the hit song “I’m a Survivor” in our heads.

Madonna

Love her or hate her, Madonna knows how to market herself.  She continually re-invented her image to stay in the game of rock and even now at 50; she’s as hot as ever.  Madonna was always controversial and took bold moves to get her message out there.  She did things her way and was not concerned about being “politically” correct.  Madonna is always coming up with a new look, a new sound, a new direction.  Things are always changing. I f you are selling like you did in the 90’s, you are out of the game.

Today’s buyer is a savvy negotiator and this requires that you are fully prepared to deal with them head on.  Do you know your community inside out? Have you, yourself, visited with the principals of the local schools?  Are you an expert in the area of town your community is in?  Have you thoroughly studied and visited your competitors so you know how to sell against their offering?  Always changing and being on top of your game is critical to Rock your Sales.

We can learn critical lessons from the rock star world and use some of their strategies to not end up in the discount bin or performing for free at the local county fairs.

 About the Author:

Melinda Brody, MIRM has been inspiring and evaluating salespeople for over 2 decades. She offers sales seminars, keynotes, training products and video mystery shopping for builders internationally. She just introduced 2 new CD’s, “Entrepreneurial Marketing-Creating Endless Traffic” and “Turn Ring into Bling.” Visit her website for info on these products and sign up for her FREE E-NEWSLETTER. www.MelindaBrody.com or call 407-294-7614.

Gone are the days, at least for now, when we could put out our Open House signs, unlock our doors, and then wait as a steady stream of prospective buyers came to visit. Now you are there, in your model, and your doors are open. But are the people coming to your “field of dreams”? If you answered no, then how do you get them to come? 

Let your mind wander a bit. Are you marketing in every way you can think of that will put you and your homes in the “place of most potential”, by attracting visitors to your model. Get creative with ways to attract interested visitors and play the “numbers” game…market as much and as often as possible to increase your traffic and your odds of making a sale. Here are some ideas to try, but think outside of the box and add your own to the list. Don’t be afraid to try something totally new and even “outrageous”! If you close the door to your imagination, you may as well close the door to your model. 

SIGNAGE:

• Put Awareness Riders on your signs to make them stand out both by their message but also by their shape. You could emphasize price point, monthly payment, or even FREE PIES!!(remember that imagination). Placement will make a difference, a corner spot will help them stand out. Have a set of 4 per neighborhood and mix them up to create interest, don’t let your audience get bored!

• Check your city’s website and direct people from an event to your Model. 

• Banner buildings under construction as to their status and availability; “Now Selling” or “2 Remaining”. People may be interested and need to be aware of the status and when and why they should stop back. 

• If they do show up at your model, what happens if you are not there? How do they contact you? Have a sign that is easily visible and welcoming, directing them how they can contact you. “For Immediate Viewing, call…….” If they are interested, you don’t want to miss them. 

INDIVIDUAL PROMOTION: 

 • Shop where they shop. Place business cards on local bulletin boards, restaurants, markets, lumberyards; the possibilities are numerous. 

• Participate in local home shows, fairs and trade shows with a booth, literature, photos. 

• Consider even the Wedding Fair, with the first time buyer in mind. Invite a past client who is a raving fan, to be a second party testimonial while helping out in the booth. 

• Keep your local Chamber of Commerce up to date with current homes available. Add flyers to their regular mailings, especially any that might go out to a families relocating to the community. 

• Form a networking group to enhance your personal business as well as your company’s growth. Get the good news out about your homes and communities, and use your network to learn what others are doing. 

• Use your/your company’s website to promote your homes. Link with your suppliers, vendors, and any local area businesses to get increased visibility. Advertise your special promotions and update the site frequently to keep it fresh. Include a link for potential visitors to get directions from their door to yours. 

• Are you a literary genius? Even if not, take a shot a writing some short articles (or get some help) for the local community newspapers, promoting your homes, but also suggestions for buyers looking to buy (and sell!) 

EVENTS: 

• Host a Customer Appreciation event… a barbecue, picnic. Encourage your customers to bring guests. “Good Will” goes a long way! 

• Get involved with your local Habitat organization or other non-profit, and encourage your team and trade partners to work along with you. Take advantage of any publicity that might come your way as a result, i.e.… press release, local news channel coverage, local newspaper article. 

• Always think seasonal. Remember back to school supplies in September, pumpkins in the fall, an Easter egg hunt on an adjacent vacant lot. Decorate a holiday tree in your model and donate it to charity for Christmas. Take advantage of local advertising to get the word out. 

• Sponsor a contest for the kids and offer a prize so they will want to bring their parents back! Provide them with pre-printed drawing of your model and let them color it and add trees, flowers, snowmen, pumpkins, and puppy dogs. (Make sure the address of the model is on the picture.) When they return the picture, they will get a prize! 

• Host a House Warming party for your Happy Homeowners and have the builder there to answer any questions and show pride in their product and reputation. Make sure to have your invited homeowners know they can bring guests who might be interested in a new home. 

MLS ACTIVITIES: 

• Offer continuing education in your models. Real Estate agents are always looking to fulfill these requirements and it gives your home increased visibility. Every body wins. 

• Sponsor a Realtor Focus group in your model. Based on their feedback, you will gain insight into ideas for future offerings and amenities. Keep them in your loop so they will promote you. 

• Have a “Meet the Team” weekend. Include the Builder, Designer, Sales Team, etc, to ensure that the Realtor community sees first hand the concierge level of care that your clients will receive. 

• Create a “Second Time Buyer” program for agents who sell more than one of your homes in a year. Consider extending it even to those who have multiple showings of your properties during the quarter. How about a gas card to ease the pain at the pump? 

NEW CONSTRUCTION EXCLUSIVE PROMOTIONS: 

 • New Home Planning Seminars, New Home Financing Seminars, Builder Blueprint Evaluation, Home Design/Decorating Seminar…anything that will attract potential clients who will be your future. Reward them with something that directly applies to a new purchase. 

• Think Green. Have experts in the field present ideas for protecting the environment that we can all be participating in. 

Remember, the key to attracting new traffic is not about what you do some of the time; it is about what you do all of the time. Consistent, repeated and innovative actions will net you the most gain. While we all want to find ways to get more visitors during the “down” times, the professional knows that working daily to find your prospects is “Best Practice”, and should be a constant. 

Deciding that some of these ideas and your own ideas could work is the first step. Turning that decision into an action plan will get your valuable players to visit your field of dreams. 

About the Author: 

Kerry Mulcrone is President of Mulcrone & Associates, a New Home Sales and Sales Training company based in Minnesota. Since 1986 Kerry has been selling, training, teaching and motivating in the New Home Sales arena, providing organizations and clients with insight and perspective to boost their company and customer growth. With 20 plus years of hands-on experience from a top salesperson and new home sales manger to the Vice President of Sales & Marketing, Kerry has held numerous positions offering her “realistic, practical” approach and style. You can contact Kerry at (612)817-4089, kerry@kerrymulcrone.com or on the web at http://www.kerrymulcrone.com/.

The Misconception

There is a pervasive and extremely costly misconception about personal marketing for Real Estate Agents.   

The misconception is that most marketing takes time to work; that it takes six months or longer to see results from most marketing campaigns.

This is simply not true. It is a well spread rumor promulgated by people who promote “off message marketing campaigns” sold to Real Estate Agents.

The Contradiction

There is also a terrible contradiction regarding Personal Marketing in a Real Estate Agent’s career.

On one hand, personal marketing is the key to an Agent’s long term and continuously increasing success. Yet most of what Agents are taught about marketing, from the very beginning and throughout their career, does not work or does not work very well.  

The Challenge and the Goal

It is true that a Real Estate transaction is often the largest financial transaction of a person’s life. So, it is critical for them to find a Real Estate Agent in whom they have the maximum confidence. Personal Marketing is the Agent’s best way to be that Agent for the largest number of people.

The challenge is in how the Agent can cause the maximum number of people to think of the him or her as that particular Agent first when it is time to buy, sell and/or refer.

This defines the goal of an Agent’s Personal Marketing: to be first in a Client’s mind.

When anyone who knows the Agent thinks of Real Estate; that Agent’s name needs to come to mind. And when the Real Estate Agent’s name comes to mind to anyone who knows them, the person thinks of Real Estate.

Then, by definition, an Agent’s marketing must always contain a strong reminder of the Agent and information about active Real Estate.

When marketing pieces or marketing campaigns lack these two elements they are off message. The results of these “off message” pieces and campaigns are most often minimal and disappointing.

The Four Critical Elements

These same four critical elements carry over to effective web marketing, print ads, and all other Agent marketing campaigns.

A strong reminder of the Agent and information about active Real Estate are two of the four critical elements of effective mailings.

The third element is the Agent’s brand. There are two parts to the Agent’s brand. First is their visual brand; the layout, color scheme, pictures of the Agent, slogan, and/or logo. The other is their service brand; the unique way the Agent works with Clients. For the purpose of this article we are referring to the visual brand.

The fourth has some variation depending on the type of campaign. For the Agent’s Sphere of Influence and Past Client campaigns the fourth element is a message from the “Agent’s voice; what I call a personal message from the Agent. For the Agent’s farming campaigns the fourth element needs to be a message about the market that is relevant and interesting to the people in their particular farm area.

The first challenge is how to cause the maximum number of people to think of the Agent first when it is time to buy, sell and/or refer. The second challenge is how to consistently translate these four critical elements into the full range of an Agent’s Personal Marketing campaigns.

Early Success

Many Agents are already conducting a somewhat successful Sphere of Influence and Past Client campaigns. Designing these campaigns consistent with these four critical elements, enormously and dramatically increases the results and return on money invested in their Personal Marketing.   

There are literally thousands of examples of Agents who built or re-built their Sphere of Influence/Past Client campaign with the following guidelines and raised their production to exceptional levels.

An Agent starts with a Sphere of Influence/Past Client campaign first because it has the greatest potential and always earns the greatest return. So, we’ll first discuss that campaign.

Design a Sphere of Influence/Past Client postcard campaign. Every postcard should have a significant presence of you, (the Agent) on both sides of the postcard. Be sure that there are pictures of active Real Estate, houses for sale or houses sold. Create a consistent brand with the layout, color, and use of your photos. The postcard needs to be recognized as you and yours at first glance. Fourth and finally, on the mailing label side of the postcard put a message from “Your Voice;” something a bit personal or something that feels like you are speaking directly to these people that know and care about you.

Always Change a Losing Game

Well designed marketing works. And it works immediately. Your goal is that each mailing piece that is sent receives acknowledgement. That means that one or more people call you. Some will call to simply touch base. Others will call to list or sell. They will call.

If you send a mailing and get no response you must look at its design and consider making changes. Always make changes if you send a similar design twice without response.

Keep the four elements, but put in more information about the houses. Add or change a headline. Strengthen your call to action. Make your personal note more compelling.

Raising Response and Return

Well designed direct mail works. There is no doubt about that. It has been proven by Agents in every market. The web, print ads, and other types of Personal Marketing combined with direct mail give the Agent an opportunity to tremendously leverage and increase the Agent’s Personal Marketing effectiveness.

Your Sphere of Influence/Past Client direct mail campaign can drive people to an Agent’s website. Or better, it can drive people to particular pages of your website. An Agent can “show off” his or her latest tools for virtual tours, mapping, tips, news, and the never ending variety of new web tools and services available to the Agent.

The Agent’s web site is only as good as his or her ability to drive people to it. The audience that is most important is the Agent’s greatest sources of business, namely their Spheres of Influence and Past Clients.

Direct them to “Find out what your home is worth.”  Or, “Get the latest listings immediately delivered to your computer’s inbox.”  Or, give them the link to your favorite buyer or seller tips. Invite them to register to receive the listing on any home that comes up for sale in their neighborhood.

This same type of cross marketing or mixing marketing works with an Agent’s print, billboard and other advertising.

For a Tough Market

Personal Marketing done right is an Agent’s greatest source of business. Design your marketing based on the principles and ideas above.

I titled this article ‘Personal Marketing That Works in a Tough Market’ because it is a tough market across the country. The “off message marketing” that was somewhat effective in a good market has less effectiveness in a tough market.

Well designed marketing based on these sound principles and ideas will help you survive in a tough market. Best of all, as the market improves over the next few years. “On message marketing” will elevate you to the top echelon of Agents in your area.

About the Author:

 
Rich Levin is a coach, trainer and speaker who specializes in raising Agent production.  His latest marketing product gives you a step by step approach to all the ideas in this article plus a CD full of real samples. You can order it at RichLevin.com.   Rich Levin is President of Rich Levin’s Success Corp.

Contact Rich at 585-244-2700 or rich@richlevin.com.