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Sane Marketing for Real Estate Professionals
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July 1999
(c) 1999 by BizWiz Coach Wanda Loskot
http://sanemarketing.com
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Feel free to forward this newsletter to your friends and peers!
Subscribe and unsubscrine information at the bottom.
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In This Issue
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1. There is NO Competition!
2. How Loyal are Your Clients?
3. Free Tele-Class!
4. Get More Business from Your Business Cards!
5. Who are the Internet Users?
6. Seven Steps to LASTING Internet Success
7. Register to WIN 100 Daily!
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"Obstacles are necessary for success because in selling, as
in all careers of importance, victory comes only after many
struggles and countless defeats. Yet each struggle, each defeat,
sharpens your skills and strengths, your courage and your
endurance, your ability and your confidence and thus each obstacle
is a comrade-in-arms forcing you to become better… or quit. Each
rebuff is an opportunity to move forward; turn away from them,
avoid them, and you throw away your future."
Og Mandino
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-> NO competition for a REAL Professional! <-
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by Wanda Loskot
I'm in the process of moving - to Sarasota, Florida. Naturally
I did a lot of searching via internet. I visited many sites and
contacted many realtors. I truly have a first hand experience
as the internet prospect.
Let me tell you this right away: it is amazing how few real estate
professionals use internet effectively!
For example, yesterday I received the following message from
the only Realtor who one way or another follows up on our
original e-mail "conversation" a couple of months ago.
Here is the ENTIRE message I got:
"Open the attached file to view the MLS Data. In most E-Mail
browsers, double-click on the icon."
Is this a serious follow up?
NOT!!!!
In the matter of fact it went AUTOMATICALLY to my delete file.
Like many internet users my fingers are jumpy and they click
the mouse almost subconsciously. The only reason I retrieved
this message is to share with you what NOT to do.
There is this naive notion in real estate - perpetuated for years
by many trainers - that people will do business with you if you
ONLY send them *something* from time. Something to remind them
that you exist.
Not so! Of course it does help if you keep in touch on a regular
basis. But it is not about sending *something* - it is sending
something of service, something that convinces the prospect to
do business with you. And more: to do business ONLY with you!
Sending a two-liner with the attachment of the MLS file will not
do the trick! Here are a few things that will make your routine
keep-in-touch e-mail messages more effective:
- Always start it with a greeting and by addressing the
recipient with their name. The heading Dear "Wanda"
is certainly nicer than a generic "Hi" - don't you agree?
Stop sending "Dear Customer" e-mails! Get WorldMerge, and
send personalized email to your targeted contact list in
minutes! You can download your free copy today from here:
http://www.coloradosoft.com/associate-jump.cgi?ID=1450
- Schmooze a bit. Say something nice before getting down to
business - something like "I hope you had a nice weekend"
if you send e-mail on Monday. This will make your message
feel much more like a personal letter than a sales pitch.
- Whenever possible send the information in the BODY of the
e-mail - with so many famous viruses people are quite
paranoid about opening attachments. The famous Melissa
virus was spread through a regular WORD file.
Please keep in mind that attachments take more time to open
and the majority of people do not like them - unless it is
something they really want or expect.
I risked the life of my computer and opened the WORD file
from my Realtor - and guess what? Was this MLS data as he
announced in that 2-liner? Nope. It was just a short note
telling me that there were no listings matching my criteria.
A simple note that should be send as a regular e-mail. Will
I trust his next message telling me that there is "MLS Data"
in the attachment? I don't think so.
- If you must send the attachment - say specifically what is
it. "The MLS Data" is for an intelligent prospect waaaaaay
too general! If it is that *something* you send just to keep
in touch, say "here is a selection of various types of
properties for sale now in different price ranges". Or say
"I am attaching several recently listed condos in the
Sarasota area". But much better than the attachment is the
regular e-mail message!
- Always finish with a cordial greeting, and sign with your
full name PLUS attach a signature file containing your contact
information (you would like them to contact you, right?)
If you don't know how to use signatures - read this excellent
article by Shel Horowitz. You will find it here:
http://sanemarketing.com/articles/signatures.html
Here is the good news:
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Create a simple website that communicates to your visitors some
benefit compelling them to contact you right away - then follow
up intelligently and consistently. You will make a fortune on
the internet! How do I know? Because you have NO competition.
At least not much at the moment.
Make sure you read the information about the upcoming workshop
"Seven Strategies for Lasting Internet Success" - see below.
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-> How Loyal Are Your Clients ? <-
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A little boy went into a drug store, reached for a soda
carton and pulled it over to the telephone. He climbed onto
the carton so that he could reach the buttons on the phone,
and proceeded to punch in seven digits.
He said, "Lady, I want to cut your lawn."
The woman replied, "I already have someone to cut my lawn."
"Lady, I'll cut your lawn for half the price of the person
who cuts your lawn now."
The woman responded that she was very satisfied with the
person who was presently cutting her lawn.
The little boy found yet more perseverance and offered, "Lady,
I'll even sweep your curb and your sidewalk, so on Sunday you
will have the prettiest lawn in all of North Palm Beach,
Florida."
Again, the woman answered in the negative.
With a smile on his face, the little boy replaced the receiver.
The druggist walked over to the boy and said, "Son, I would
like to offer you a job."
The little boy replied, "No thanks. I don't need a job -
I was just checking on the job I already have."
Are your clients as loyal to you?
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-> FREE Tele Class! <-
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"How to Build Your Business 100% Through Referrals"
===================================================
-> Imagine doing business only with the customers who not only
trust you and respect you but even love you!
-> Imagine that you never have to worry about getting leads
or prospecting (cold calls? - ouch! no more!)
-> Imagine that you don't have to spend money on expensive
advertising.
-> Imagine never have to worry about your competitor trying
to steal your client - feeling just like that little boy
in the story above!
Sounds appealing? Find out how to build your business through
referrals - this one hour class is FREE of cost! All you need
to participate is the phone (and a finger to dial :-)
Thursday, July 15 - 12 noon Pacific Time (3 pm Eastern Time)
Register here:
http://sanemarketing.com/teleclass.html#FREE
What some of the participants said:
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"You are a wealth of information and just ooze support as
you talked."
Sharon Gladson, Chadds Ford -PA
"Hello again from Seoul. I'll sign up for as many of your
classes as my time permits. I like your style and willingness
to help. I'll have to order your audiotape interviews and
look at your other materials."
Charles Jenkins, Seoul - Korea
"Thank you so much for the wonderful teleclass last night! I had
such fun, and couldn't believe it was time to quit after an hour.
Much nicer experience than the one I have attended elsewhere in
the recent past."
Debbie Williams, Houston - TX
"And one more thing...I tuned into another tele-class from an
online coach and hung up soon into the conversation because it
was SOOOOO boring and lifeless, nothing like yours!!!"
Christina Dodson, Newark - OH
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Do you like this newsletter?
Please forward it to your real estate friends
(you can skip the enemies. if you don't like
them, I don't care about them either :-)
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-> Get More Business from your Business Cards! <-
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by Diana Ratliff
What has your business card done for you lately? The humble
business card has evolved considerably since its beginning as
a convenient way to leave your name and contact information
with a business associate. Today, business cards can and should
be an integral part of your marketing arsenal. They should be
designed to complement your other promotional materials and
reflect your unique business identity and purpose.
Very often, your business card will determine what (if
anything!) your prospect remembers about you after your initial
meeting. Make sure it sends a positive message! Maximizing the
functionality of your business card begins at the design stage,
and any reputable printer you contact should be able to guide
you about the "basics" (card stock, style, type size, color,
fonts, et cetera).
Your business card, first and foremost, must be legible, with
easy-to-read fonts in a size large enough for the "bifocal
crowd" to read. A common mistake is to try to cram every
possible contact number onto your card. The truly essential
information is your name, your company name, and your primary
phone number (which should be in bold text, if other numbers
are on the card.)
Many of the other attention-getting ways to put your business
card to work, too, begin at the design stage. This is where
you can add color, modify the shape, print on the back of the
card and use humor to make your cards more memorable.
Designing a completely new and improved business card, however,
is not always possible. Many business people are restricted
to the use of company-designed cards, or simply cannot
afford to replace their existing card supply. Fortunately,
the way you present your business card, and the way you use
the cards you receive, has far more to do with the sales you
generate than your card design itself.
Keep the following points in mind:
1. Remember business card etiquette.
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Don’t pass out cards during a meal, or give them to senior
executives or CEOs unless asked. Leave your cards at home
during social (as opposed to business networking) functions.
Instead, ask for permission to contact someone at his or her
place of work, or mail him or her a card afterwards. And
always handle cards you receive with respect.
2. Stay organized!
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Jot "memory triggers" on the back of cards you’re given
(date, event, interests or physical characteristics of giver).
Develop a system for carrying and collecting business cards,
and file them the way you remember them (by company name,
person’s name, or industry).
3. Study foreign usage, conventions, and customs.
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If you do business in other countries:
- Is your card a standard size for that country?
- Does your slogan translate well?
Consider printing a two-sided card. On one side, print your
contact information in English, and on the other, print your
contact information in the primary language of the other
country. Consider, too, putting your photo on your card,
since gender-specific first names are often not recognized
in other countries.
4. Prospect creatively.
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Offering your card with both hands, for example, creates
an enormous psychological impact. Consider exchanging cards
with like-minded entrepreneurs through business networking
groups. Introduce yourself with your card. Use the back of
your card to write notes. Sign your name (or a brief message)
on the front of the card. The possibilities are endless!
5. Coordinate your printed marketing materials...
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.. with your Internet marketing approach. (And YES, internet
marketers DO need business cards!) Your marketing efforts
should be effectively integrated and maintain a consistent
approach and "feel." Be sure to use signature files and
virtual card files files if they are available to you. Put
your URL and email address on your stationery (letterhead,
business cards). You can even put virtual business cards on
your website. Focus on company employees if you like, or
host a public business card page as a community service.
Diana Ratliff is a nationally published writer and speaker on
marketing and homebased business issues. Her NEW tips booklet,
"How to Get More BU$INE$$ from your BUSINESS CARDS", contains
143 specific, condensed, and simple strategies to maximize
the effectiveness of your cards, attract attention, and make
more money. Visit her website at http://www.bizbooklets.com,
or send a blank message mailto:bizcardbooklet@sendfree.com
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-> Who are the Internet Users? <-
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It takes some time to learn about internet marketing. By now
you know perhaps that even though internet is so similar to
the *real* world in so many ways - that old traditional selling
doesn't work here at all. To succeed on the internet you MUST
learn and master new strategies: database marketing, setting up
autoresponders, updating your own website using simple HTML.
And you need to implement what you learn, step by step.
You might ask if it is worth to invest that much time and
effort. Here is a handful of information about the internet
users - judge for yourself if this is the kind of people
you would like to deal with:
-> average income $52,500 (42% makes more than 50,000,
and 18% less than 25,000)
-> 36% of internet users are at last 40 years old (the
average age increased recently from 30 to 35)
-> half of them have college degree (and 80% of them
have at least *some* college)
-> 41% are married
-> 88% uses internet daily
Not bad demographic for a well qualified real estate buyer
or seller - huh?
Of course this is not only *well qualified* group of people
- they are also very demanding. But they do not demand much.
They just demand a good service. And because they are quite
educated as the consumers, they are also VERY immune to the
traditional slogans, sales pitches and pure manipulation
techniques.
The good news is they are very open to the new breed of
marketing "by attraction".
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-> Seven Steps to LASTING Internet Success <-
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(What most of the web designers won't tell you)
Almost everyone these days is trying to sell you a website. But
very few people will tell you that just having a website means
nothing - 95% of them don't generate ANY business.
Actually having a website built for you by a designer is like
having a business build for you by the interior decorator. Of
course it is good to have professional help but YOU should be
the one in charge of the design. The best websites are those
that are built by owners - or by highly specialized website
*developers* (and it is NOT the same as someone who knows how
to PUBLISH a website).
Here is your opportunity to learn the most important things you
need to know to succeed on the web. Take part in my intensive
eight week workshop which is as close to you as your phone!
(which means no wasted time for travel and no parking hassle).
This 8 week course will introduce you to the most important
strategies that can make or break your business. The best of all
- you will be able to implement everything you learn as we go.
Here are just some of the things you will learn:
-> How to build a powerful web presence even before you have
a website and why it is extremely important
-> What are the vital internet tools you absolutely have to
use effectively - and how to get them even free of cost.
-> What are the most important ingredients of money producing
website (and what is missing in 99,9% of real estate sites)
-> How to develop a plan for your internet business to make sure
that your site generates the abundance of qualified leads.
-> What you MUST do with your website to become recognized and
appreciated in your own community - to generate more local
visits and inquiries than you ever hoped for.
-> How to follow up on your internet leads in a way that inspires
trust in your prospects in such a way that they will want to
buy or sell house with you and ONLY with you!
Plus much much more....
During the course of eight weeks you will have the opportunity to
learn all the basics and to implement what you learn as we go. You
will be able to build your website step by step - or to rebuild the
one you've got that doesn't do you any good.
The result? You will end up with a website that will fit you and
your business like a glove - and a website that produces leads and
sales.
Introductory price for this entire eight week course is only
$159.00 - it will start in the first week of August.
But wait - there is more!
Here is my More-Than-Generous BONUS:
The workshop price includes 1 hour telephone consultation with
me (which by itself is worth $125) AND a complimentary box of
my best-selling booklets of quotes "Music for Your Soul ($29)
That nmeans that your actual price for this workshop is just
$5 - yes, just FIVE bucks!
The space for my first tele-workshop is limited to 20 people
- as you can imagine, with the special price like that, it is
not an offer that will last forever. So - if you are interested,
in building your own lasting internet success at this bargain
price you need to act now!
Three ways to register:
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- With a credit card payment via secure server online, go to:
http://sanemarketing.com/teleclass.html#INTERNET
- With a credit card payment by phone, call 1-888-682-3695
- You can also register by mailing your check to:
Success Connection, 1000 Smith Level Rd. Suite E-5
Carrboro, NC 27510 (checks payable to 'Success Connection')
UNCONDITIONAL Money Back Guarantee!
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If for any reason you will not be entirely satisfied and if
you will not feel that the price paid for my tele-course was
one of the best investments EVER made - I will refund your
fee immediately. No question asked!
Want to know more?
Please drop me a note - mailto:wanda@loska.com
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-> Register to WIN! <-
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http://realsweep.com
Register just once to enter the sweepstakes every single day
through the year 2001 - RealSweep.com is giving away $100 daily!
These are real-estate-oriented prizes, ranging in value from $29
for the "Music for Your Soul", through $100 packages of website
promotion - up to $500 value in one year hosting.
We are going to give away valuable stuff every day, week after
week through the next Millenium - and we will keep doing this
until the end of the year 2000!
You need to register only once to be eligible for each daily
drawing. But don't wait - register today. Because the fewer
participants, the better are your chances!
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And that's all for this time. Thanks for reading. If you have
comments, suggestions, feedback, contributions or maybe even
a praise, please drop me a line mailto:wanda@sanemarketing.com
Have a BLAST!!!!!
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/////\\\\\
///(@)~(@)\\\
---o00-(_)-00o---
Wanda Loskot - The BizWiz Coach
http://sanemarketing.com
wanda@loska.com
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----------------
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SaneMarketing.com
Wanda Loskot - Success Connection
150 Heron's Run, Suite #124 - Sarasota,
FL 34232 - USA
Phone (941) 342-4203 - Fax (240)
358-7445
Wanda Loskot offers tele-classes,
seminars, corporate training
and one-on-one coaching for self-employed
professionals.
(who is Wanda Loskot? - click here)
wanda@loska.com
back to the top!
All materials Copyright 1998, 1999,
2000 Wanda Loskot and Success Connection.
All Rights Reserved. Do not reprint,
or distribute without express written permission.
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