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Sane Marketing for Real Estate Professionals
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August 2000
(c) 1999 Wanda Loskot
http://sanemarketing.com
Registered with the Library of Congress
ISSN: 1526-6583
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In This Issue:
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1. There is NO Competition for a REAL Professional
2. How Loyal are Your Clients?
3. Make People ASK For your Business Card
4. First Paperless Internet Transaction
5. Who are Your Internet Prospects?
6. Internet Success Strategies (teleclass)
7. Internet QuickStart Finally Launched!
9. QuickStart Winner of The Month
9. Success Thoughts
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"All the well meaning advice in the world won't amount
to a hill of beans if we're not even addressing the real
problem"
(Stephen Covey)
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-> NO competition for a REAL Professional! <-
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by Wanda Loskot
Recently I moved from Chapel Hill to Sarasota. Naturally
I did a lot of searching on the Internet. I visited many
sites and contacted many realtors. I 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. I mean really
REALLY amazing how very few and far between!
Since there are so many real estate web sites, many many more
than just a year before, you might assume that competition is
tight. Nothing further from the truth.
For example, I received the following message from *the only*
agent who one way or another followed up with me until now.
Here is the ENTIRE message I got:
----> snip
Open the attached file to view the MLS Data. In most E-Mail
browsers, double-click on the icon.
----> snip
Is this a serious follow up message?
NOT!!!!
In the matter of fact it went IMMEDIATELY to my delete file.
The only reason I retrieved it later was to share with you what
NOT to do.
There is this naive notion in real estate (perpetuated for
years by many real estate trainers) that people will call you
if you just send them *something* from time. Something to
remind them that you exist.
Not so!
Of course, it is necessary to keep in touch on a regular basis
but it's not about sending *something* -- it is about sending
something that *compels* people to do business with you. And
more: to do business ONLY with you!
It must be something demonstrating not only your real estate
knowledge. You need to demonstrate your ability to listen, show
how thoughtful you are and that you don't treat people like
numbers. You need to keep in touch to show that you care.
Sending a two-liner with the attachment of the MLS file will
not do the trick for sure.
Here are a few things that will make your keep-in-touch e-mail
messages more effective:
Begin with a salutation
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-> Always start with a greeting and address the recipient
with their name. The heading "Dear Wanda" will make me
read -- generic "Hi" is a kiss of death (or a delete file)
Once your list grows, you will want to use special program
to merge fields -- for example with WordMerge you can send
hundreds personalized messages to your targeted contact list
in minutes. Download free evaluation copy from here:
http://www.coloradosoft.com/associate-jump.cgi?ID=1450
Schmooze a bit
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-> A bit, but do say something nice in email 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.
Send it in e-mail if you can
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-> Whenever possible send the information in the BODY of the
e-mail -- with so many viruses people are quite paranoid
about opening attachments (and they should be). The famous
Melissa virus was spread through the common WORD files.
There are other problems with attachments. They take much
longer to download and then it takes an additional step (and
time) to launch a program to open the attachment. That's why
a majority of people dislike attachments and dump them upon
the arrival unless it is something they *request* AND it is
mailed from a secure source. What is secure? -- a source
*they* trust (the fact that *you* scan for viruses is here
immaterial if they don't know you well).
If you MUST send an attachment ...
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-> If you have to send the attachment, ask for permission. And
even if you receive a permission, say in the body of your
e-mail what is it the attachment. Be specific. People on the
Internet have short memory and they will not necessarily
remember what they requested an hour ago -- not to mention
a few days or weeks before.
If it is that *something* generated from your MLS data, write:
"here is an updated list of $250-350,000 one family homes for
sale now in Lake George area." Or "I am attaching details
about several recently listed condos in the Sarasota area".
I risked the life of my computer and finally decided to open
this -- my computer lunched slowly the MS WORD program and...
guess what? Was this indeed some data that had to be send
as an attachment? No. It was just a short note telling me
that there were no new listings matching my criteria! Ouch!
Finish with your signature file
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-> Always finish with a cordial greeting, sign with your name
AND attach a signature file containing your full name and
contact information. Because you *would* like them to contact
you, right? It is amazing how few real estate agents use a
signature file (but that's a new topic - more about signature
files in the next issue of "Sane Marketing" newsletter)
Comments? mailto:comments@sanemarketing.com
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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?
Comments? mailto:comments@sanemarketing.com
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Do you like this newsletter?
Please forward it to your real estate friends!
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-> How to Make People ASK For your Business Card <-
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by Wanda Loskot
As a rule, I don't give out my business card unless someone
asks for it. Of course, there are rare exceptions, but normally,
if someone doesn't ask for my card - I don't give it out.
Let me explain why.
What happens when we give out our business card before someone
asks? We announce: This is what I am doing. And maybe even:
I want you to buy from me.
By giving out our business card when people don't ask for it,
we put ourselves and our businesses in the spotlight. This might
be gratifying for our ego, but it's not good for our positioning.
"Get in touch with me when you need me" is a weak attempt to get
someone interested in our product or service. Although most
people will politely accept the card, they will seldom - if ever
- call.
But that doesn't mean that you should leave everything to chance.
No, no! Think in terms of *earning* the right to be in people's
Rolodex file - this way you will be asked for your business
card, which is an entirely different situation.
Now, it DOES takes a bit more effort than simply handing someone
your card and saying, "Call me when you need me." The good news
is that as a result of your extra efforts people will also *keep*
your card, and maybe even refer to it - instead of trashing it
with the others they receive unsolicited.
How to do it?
First of all, strive to become a person others feel attracted
to. That's very simple. It begins with developing a healthy ego,
which allows us to put other people in the spotlight instead of
ourselves. Another necessary skill is active listening (which has
very little to do with a superficial gazing into someone's eyes
and nodding in agreement - although it is a good beginning).
Like it or not, people are much more interested in their own
lives than in ours. And they love others who are genuinely
interested in their plans, desires, headaches, values, family,
hobbies, etc. If you encourage them to talk, you will be amazed
at how quickly they will reciprocate and ask: "And what do YOU
do?"
Isn't this a nice prompt for handing them your business card?
There are some ways that might *induce* someone to ASK for your
card. My favorite is asking for THEIR card first. You simply say
"Gee, this really sounds very interesting - let's make sure we
stay in touch. May I have your business card?"
Usually this prompts them to say "Sure, and may I have one of
yours?" It is that simple.
And what if they don't ask? I do not offer mine.
But guess what? Now, when I have their business card, I also
have permission to contact them. And that allows me to take
the initiative, so most of the time I immediately follow up
with a personal note like this:
Dear Jackie,
It was a true pleasure to meet you at .... and chat
about .... I am looking forward to getting to know
you better!
Sunny greetings,
Wanda
And this time my card will be enclosed in the same envelope. Of
course, that doesn't mean that Jackie is going to call me. It
doesn't mean that she will want to meet with me or do business
with me right away - quite the contrary, most of the time it will
take a lot more follow-up than that one note. But it IS a pretty
good way to begin a relationship, don't you agree?
Comments? mailto:comments@sanemarketing.com
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First Paperless Real Estate Transaction
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Imagine, pretty soon you will have no closings to attend!
Paperless real estate transaction is ALREADY a reality!
According to Miami Herald, Broward County in Florida completed
recently its first paperless real estate transaction. Yup, from
start to finish on the internet -- no papers were signed in ink!
The entire process happened online. Mortgage, insurance, the
whole enchilada, from application to closing the deal. Deed
and mortgage data were digitally sealed and transmitted
electronically.
It took months to develop the projects but it took less than
five minutes to complete the transaction!
Comments? mailto:comments@sanemarketing.com
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-> Who are Your Internet Prospects? <-
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It takes some time to learn about Internet marketing. Even
though internet is very similar to the *real* world -- it also
differs in many ways. One thing for sure - that old traditional
*selling* doesn't work here at all.
To succeed on the internet you MUST implement new strategies and
I am NOT talking about having a website. That's just a beginning!
You need to learn about building opt-in mailing list, and using
database marketing, setting up autoresponders, updating your
website ... And even more than that.
You might ask if it's worth to invest so much time and effort.
Here is a handful of information about the internet users -
judge for yourself if you would like to be a realtor of choice
among this kind of prospects:
-> average income $52,500 (42% makes more than 50,000, and 18%
less than 25,000)
-> 36% of internet users are at last 40 year 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
Not bad demographic for a well qualified real estate buyer
or seller - eh? These are people on the move (moving up in
their career and house prices), the most profitable segment
of your real estate prospects!
Of course this is not only *well qualified* group of people
- they are also very demanding. And because they are quite
educated as the consumers, they are also VERY immune to
traditional slogans, sales pitches and any other manipulation
techniques.
The good news is they are also very open to that new breed of
marketing. Marketing "by attraction" or "permission marketing".
They are very responsive to what I like to call "SANE marketing
strategies". Why? Because they are very sane people.
Stay tuned -- more SANE marketing advice to come soon!
Comments? mailto:comments@sanemarketing.com
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Internet Success Strategies
For Real Estate Professionals
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One Hour Teleclass
Register today for the upcoming teleclass -- it's a one hour
overview of the most effective internet marketing strategies.
It is a perfect mini-workshop to learn fast which strategies
work and which don't for real estate agents on the internet.
If you will apply my proven Internet strategies, you will
out produce most of the high producing agents -- at a fraction
of their expenses and the amount of work they put into the
business. No more cold calls for sure!
Date: Thursday, August 24
Time: 12 noon Eastern Time
To register go to:
http://sanemarketing.com/teleclass.html
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-> Internet QuickStart For Realtors <-
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For the past two years I was asked many time to create a simple
system for real estate agents allowing them how to build business
on the Internet. It took me a while but finally I finished -- it
is called QuickStart Internet Program -- and you are invited to
Take a look.
Here is what's included in the QuickStart package:
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- 20-page interactive website
- automatic lead generation system
- automatic follow up system
- four week business coaching
- one hour one-on-one phone consultation
If you don't have a website (or if you have one that doesn't
produce) rush to http://SaneMarketing.com/quickstart.html and
see for yourself how QuickStart can catapult you to success on
the Internet. But hurry -- to take advantage of my pre-launch
special price $895 (it will go up to $1,250 in September) you
need to act now. Because of personal nature of the program I can
accept only a limited number of clients this month!
100% Money-Back Guarantee
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Call me crazy but I am so sure that you will be thrilled with
this web site and my four-week Internet coaching program, that
I offer you a complete 100% money-back guarantee!
Once you receive your website and complete my QuickStart
coaching program, you have full year to test it and to apply
my powerful business strategies. Then, if you are not completely
satisfied, just let me know and return the web site for a full
refund. (I simply could not keep your money if my service is not
as valuable to you as promised!)
Of course, your newly gained knowledge will be yours to keep
in any case (so, you have nothing to lose and a lot to gain :-)
To find more about the QuickStart go to:
http://Sanemarketing.com/quickstart.html
Register to win!
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You can even register to win the entire package -- one winner
is selected every month. You never know, the next winner might
be you. (scroll down to see who won in July)
To register go to http://sanemarketing.com/win.html
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-> Unsolicited Testimonial <-
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Dear Wanda,
Your courses, ezines, sites and chats are truly content rich.
Your networking is inspiring. Your mentoring is the counter-
balance for keeping on track as opposed to trying every no-
matter -how-tempting alley.
Time spent under your benevolent but determined wing will
benefit any entrepreneur. It is just icing on the cake for
me that you also had experience in the world of real estate.
Regards,
Nancy Williams
RE/MAX Realty Professionals
Harrisburg, PA
If you would like to know more about my one-on-one business
coaching go to http://sanemarketing.com/coaching.html
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-> QuickStart Winner of The Month <-
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The QuickStart winner for July is Jan Carper from ERA Mount
Vernon Realty in Sarasota, Florida - congratulations Jan!
Remember -- you can only win if you register! So, if you didn't
register yet, do it now. The next winner might be YOU!
http://sanemarketing.com/win.html
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-> Success Thoughts for August! <-
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The difference between winning and losing is sometimes very
slight. There were eight finalists in the men's 100-meter dash
at the 1976 Olympics -- the Gold Medal winner beat the eighth
man by less than half a second.
In sports, in business, in politics, even in romance, winning
isn't everything. But it sure beats losing.
Go get 'em, Tiger!
Success Comes One Customer At A Time!
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And that's all for August. Thanks for reading. If you have
comments, suggestions, feedback, contributions or maybe even
a praise, please write to 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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-> Copyright Notice <-
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Copyright 1999-2000, Wanda Loskot. All Rights Reserved. Please
forward it along or tell your friends where they can subscribe
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Wanda Loskot - Success Connection
150 Heron's Run Drive, #124, Sarasota FL 34232
http://loska.com
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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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