There is a crucial part to marketing effectively that almost ALL agents and brokers have been leaving out of their marketing campaigns.  An effective and successful marketing campaign – meaning one that will truly appeal to your prospects – is all about THEM – not YOU.   It’s all about GIVING – not TAKING.  It’s all about practicing what I call…

Potato Chip Marketing™!

And this isn’t just some random concept I created out of thin air.  This Potato Chip Marketing has been VERY successfully used by REALTORS® from around the world – and it’s tried and true…guaranteed.  Especially in these market conditions.

So, let’s break it down a little bit more.  An effective and proven Potato Chip Marketing™ campaign has seven crucial steps.  We discussed the first three steps in my last two blogs.  Here are the next two:

Step #4.    “Hook” Them!

      A “hook” is simply a headline or a hot button that your target market members have…and it’s NOT a headline or a hot button ABOUT YOU.

Because we are SO bombarded with advertising today,

it’s an absolute necessity that you cut through your prospects’ clutter.

Did you know that you only have one or two seconds to grab your prospects’ attention? The Reticular Activating System (RAS) is the brain’s screening mechanism for what receives our attention. While our subconscious can process up to a million bits of information per minute, we can only consciously pay attention to about 15 bits.  

Bottom line…a great hook cuts through your target market’s clutter AND captures their attention.

Step #5.    Keep ‘Em Reading!

     Here’s the brutal truth: 

If the piece is all about you – they will toss it.  

But…if the piece is all about THEM – you have a chance!

You need to use what I call “coffee talk.” This simply means that you write the way you speak – as if you’re chatting over coffee with a friend.

Here are a few tips to remember about “coffee talk” copy:

§         “Coffee talk” copy is salesmanship in print…it’s about THEM and speaks to THEM in an easy, conversational tone.

§         Think about the conversation your target market members are having in their heads. What are they thinking as they’re reading this?  What objections or doubts are they having?  What worries keep them up at night?

§         Aim for the seventh grade reading level.

Next time, learn the step #6 in this PROVEN marketing strategy!  It really works!  Guaranteed!

© Jennifer Cummings 2010

For the past two decades, Jennifer Cummings has been one of the most sought-after marketing experts in the nation.  Her “out-of-the-box” approach to marketing has won her the respect of advertising agencies and the adulation of entrepreneurs and business owners from all over the world in over a dozen unique markets. 

Using the same strategies she now teaches, Jennifer transformed her life from being a juvenile delinquent at 15 to a millionaire by age 30.  With her practical, no-frills approach to marketing and revenue generation, YOU can now join the thousands of other agents and brokers who have been excited and empowered to get back into the driver’s seats of their businesses!

Jennifer Cummings ~ www.JenniferCummings.com ~ jennifer@jennifercummings.com

Virginia was an Agent in Tulsa, Oklahoma.

She rode a Harley.  She worked hard, played even harder, and everyone that knew her would agree that she truly lived with passion.

She told me that no coach had ever or would ever be able to help her.  But she gave me a shot anyway.  Take a chance,  that was her way.  Over the next three years she became the number one Agent in her office. 

She lives by this motto, Don’t deny yourself anything you really want.

She and my wife, Chava became good friends by e-mail and phone without ever having met.  Find joy and make friends, that was her way.

As cancer was attacking her body she continued to live with that philosophy.  When she had enough strength after her treatments, she would send emails to her friends that would make you cry with laughter.

She became a living inspiration for me and many others. 

She had a spirit that you had to love.

She knew that hard work gave her the freedom to play hard. 

You never know when and what life will bring.

She once wrote me that her philosophy was, “Don’t deny yourself anything you really want.”  It makes me think.  Is it true?  Well… yes.

It makes me think.  It makes me feel.  That’s the value in it for me.  Not its truth but its impact.

I don’t know what made me think of Virginia today. 

I’m glad I did.  

It’s easy to focus all of our energies (and money!) on having great technologies and tools to keep our business cranking—but sometimes it’s the little things that matter the most. Here are six simple suggestions to build trust with your clients and make all your “touches” warm and memorable:

• Smile and look people in the eye. It’s amazing how making eye contact with a smile establishes a rapport with people. And if you’re on a phone call—smile while you’re talking—believe it or not, a smile is very evident on the other end of the line!
• Have a firm handshake. People form opinions on all sorts of things—and a firm handshake exudes confidence!
• Listen more than you talk.You have two ears and one mouth—and it’s a simple analogy—listen twice as much as you talk! Your prospects and clients want to talk about THEIR needs and THEIR concerns—your job is to ask questions and listen to the answers—and then offer a solution.
• Act with integrity. If you tell a client you will have the information to them by tomorrow—then do it! While most people understand if you sometimes can’t deliver when you say you will—make a point of always exceeding expectations. Living up to your word builds more trust than almost anything else you can do. And if for some reason you just can’t come through on what you originally promised, let your client know that right away. That simple act alone is an indicator of integrity.
• Use people’s names. It’s been said that everyone’s favorite word is their own name. But be careful—make sure you find out if people prefer to be called by their first name, or if they prefer you use their title and last name. Nothing is more offensive than someone being too familiar with you when you prefer a more formal form of address—and for heaven’s sake, don’t call someone “dear” or “honey” unless you are married to them! Once you have put your prospect at ease, chances are they will gladly let you know that you can call them John, instead of Mr. Smith.
• Be thankful. Tell people how much you appreciate them. Thank them for their time. Be appreciative. Gratitude is contagious…so spread it around!

These simple actions don’t cost you any money, but making a decision to become more compassionate, caring and honest in your daily interactions with clients will reap huge dividends – and you just may see that even in a down market, you can be more successful than ever! Sometimes it’s the simplest of actions, like a smile and friendly conversation that will grow your business the most.

——————————————————————————————————————————–

Verl Workman is a leading national speaker, coach and consultant. Despite his busy speaking schedule, and role as co-founder of Pinnacle Quest Consulting Group, he still sells real estate so that he can test and stay abreast of the latest tools and techniques that maximize results. He uses that knowledge to assist individuals and companies in building effective business strategies, implementing powerful technology solutions, and establishing strategic competitive advantages through coaching, seminars and private consultations. To contact Verl visit www.verlworkman.com or www.PQPipeline.com or email him at AskVerl@verlworkman.com.

Follow Verl on Twitter: http://twitter.com/verlworkman

http://www.facebook.com/VerlWorkman

Randy Eagar, CRS

How many of you have dismissed Facebook because you think that it’s just a time-wasting social swamp? Well actually, Facebook has some of the most powerful business tools that you can imagine . . . if you know how to use them right. As a real estate speaker and dealing with real estate SEO on a daily basis, I can tell you that I have some powerful secrets to share for how to make your Facebook more “business friendly”.
Take a look at this introduction:

Randy Eagar, CRS
WebsTarget.com(800) 277-1316

Over 21,000 Agents opened (and read) the article “Top Ten Negotiating Rules for REALTORS®.”  From the Pacific Coast Highway to Hamptons; from the Upper Peninsula to Corpus Christi Real Estate Agents are eager to improve their negotiating skills.  It makes sense.  REALTORS® negotiate all the time yet get little or no formal training in it. 

As the tax credit frenzy peaks here are a handful of quick tips to use immediately

Stay focused on the goal of completing the sale.  In other words don’t let the Buyer, Seller, other Agent or anyone else distract you from the goal.  And when others get fascinated by some minor issue, encourage them to keep their “eye on the ball.”

Don’t let the Buyers and Sellers come to dislike each other.  It is usually best to say little or nothing personal about your Client.  Too often your well intended information is misunderstood and used as ammunition against the interest of the transaction.

When you hit an impasse settle the issues where there is agreement and come back to the areas of negotiation.

Take time to think.  Give your Clients time to think.  Unless it is a quick yes and even then take the time to reinforce their decision, allow the Clients to consider the options and the consequences of their decision. 

Be honest.  Integrity and courtesy win.  Exaggeration and dishonesty are costly at many levels for a long time. 

Finally, negotiators are made not born.  Negotiating is a skill that is learned then strengthened with experience, education, and application. 

If you love negotiating make a commitment to learn more and get better at it.  If you dislike or fear negotiating then realize that many of your normal strengths, like integrity, commitment to the Client’s interests, and ethics work in your favor.  Yes, those work in your favor.  In Real Estate, unlike some other venues, the intimidation tactics don’t work. 

I am proud.  You can be proud to work in a profession where integrity works and integrity wins.  That is particularly true in your negotiating.

(Continued From Blog Post on March 8, 2010)

There is a crucial part to marketing effectively that almost ALL agents and brokers have been leaving out of their marketing campaigns.  An effective and successful marketing campaign – meaning one that will truly appeal to your prospects – is all about THEM – not YOU.   It’s all about GIVING – not TAKING.  It’s all about practicing what I call…Potato Chip Marketing!

And this isn’t just some random concept I created out of thin air.  This Potato Chip Marketing has been VERY successfully used by REALTORS® from around the world – and it’s tried and true…guaranteed.  Especially in these market conditions.

So, let’s break it down a little bit more.  An effective and proven Potato Chip Marketing campaign has seven crucial steps.  We discussed the first step last time.  Here are the next two:

Step #2:  Target Your Market

When you ask most agents or brokers who their clients are, their response is, “Anyone who wants to buy or sell a home.”

The problem with that answer is that an effective marketing campaign is always carefully targeted to a specific group. Your message must match the audience. You must have that “message-to-market-match.”  You absolutely CANNOT be EVERYTHING to EVERYONE!  If you try that, you’ll be NOTHING to NO ONE.

For example, your marketing message to a luxury vacation penthouse target market would be drastically different than the marketing message you’d send out to first-time homebuyers.

The next step is to decide how you’re going to send this message out to your target market(s). Will it be a postcard, print ad, or a web marketing piece?

You must also decide the purpose of your piece as well as the message you want to send. Will you offer a special report or a checklist of pitfalls to avoid in today’s market? Will they call and leave a message on your 800 number or can they receive the item by going to your website and downloading it there?

How do you figure all that out?  Read on…

Step #3:  Research Your Target Market’s Wants and Needs

To generate REAL leads, you must know and UNDERSTAND what makes your target market tick. How do you do that?

-Look for commonalities.

-Make it about THEM.

-You MUST do your research BEFORE you begin your marketing campaign.

For example, are members of your target market concerned about schools, down payments, or neighborhood safety?

As you go through this process, a key point to keep in mind…

you’re NOT in the real estate business.

You are in the problem solving business.

The better you are at solving problems and providing value,

the better your business will be.

Next time, learn step #4 in this PROVEN marketing strategy.  It really works…guaranteed!

© Jennifer Cummings 2010

For the past two decades, Jennifer Cummings has been one of the most sought-after marketing experts in the nation.  Her “out-of-the-box” approach to marketing has won her the respect of advertising agencies and the adulation of entrepreneurs and business owners from all over the world in over a dozen unique markets. 

Using the same strategies she now teaches, Jennifer transformed her life from being a juvenile delinquent at 15 to a millionaire by age 30.  With her practical, no-frills approach to marketing and revenue generation, YOU can now join the thousands of other agents and brokers who have been excited and empowered to get back into the driver’s seats of their businesses!

Jennifer Cummings ~ www.JenniferCummings.com ~ jennifer@jennifercummings.com

During the year I usually am asked to do a few facilitation sessions. This year I will be doing two Instructor Development Workshops and one Facilitation after a weekend Summit on Technology.

I am fascinated by the concept. I strive to get better at it. I just got back from speaking for the Alabama Real Estate Commission and facilitated a technology instructor development workshop.

First of all - what is facilitation? When someone contributes structure and process to interactions so groups are able to function effectively and make high quality decisions.

Students need to feel “safe.” Because technology in any form can be a scary topic, I have to be extra careful. My students will participate fully if:

• They feel relaxed with other students
• Trust and confidence in the facilitator
• Feel committed to the topic

I always start with an exercise where students work on their own. Then I have them work with one other student, then in a group. We call this the “one to many” exercise. It works!

I want my students comfortable. I want them able to ask me a questions for clarification. I want them to walk out of class with a few take aways that they can implement right aware.

If you are every uncomfortable in a class, make sure you help remove the blocks to your participation. Always ask for clarification on the topics being discussed.

I hope to see you in class!

Whew! As the convention seasons ends, I look back at all the inspiration, motivation and training that has been delivered to so many agents from so many companies this year. The good news is that thousands of agents and brokers have invested in themselves and their companies by attending these events.

Attending a convention or seminar is an important first step in having a banner year. But, now comes the hard part — putting into action what you learned. I begin many of my seminars by asking “What is the value of increased knowledge if your actions and behaviors are not altered as a result of that knowledge?”

What I am really asking is what are you going to do now? What are you going to do with the new insights, ideas and technologies you learned about? I just returned home from Austin, Texas where I was both a motivator and was lucky enough to be motivated. As I empty my “trick or treat” bag full of disposable flashlights, calculators from mortgage companies, and pens, it is easy to forget the real value of the conference and events I participated in. Do you feel the same way? You attended, heard a lot of cool things, got a bag full of goodies…and now you’re home trying to sort through it all—and many times getting distracted by non-essential things. Now is the time to stop being distracted by things that don’t move us closer to our goals. Take a minute and look back at your notes and decide today that you are going to do something different, something new!

Is it to build a business plan for 2010? Start a social media strategy? Start prospecting or hire a new assistant? Whatever inspired you at the last conference, training class or webinar, I challenge you to take action and do it! Block 30 minutes out of your day and dedicate that time to work on your new goal.

If you will do this, I promise you will feel more productive, happy and a lot more successful, and most of all you will understand the real value of knowledge applied.

————————————————————————————————————————————–

Verl Workman is a leading national speaker, coach and consultant. Despite his busy speaking schedule, and role as co-founder of Pinnacle Quest Consulting Group, he still sells real estate so that he can test and stay abreast of the latest tools and techniques that maximize results. He uses that knowledge to assist individuals and companies in building effective business strategies, implementing powerful technology solutions, and establishing strategic competitive advantages through coaching, seminars and private consultations. To contact Verl visit www.verlworkman.com or www.PQPipeline.com or email him at AskVerl@verlworkman.com.

Follow Verl on Twitter: http://twitter.com/verlworkman

http://www.facebook.com/VerlWorkman

Randy Eagar, CRS

I often get into discussions with agents who get frustrated with their blog site because they can’t think of anything to say. Actually there’s a lot that you can say and have fun with it as well. I have an

overview of this session

that you can see to get a feel for what this seminar is all about. Just follow any of these 20 dynamic blogging post tips and have fun with your blog site. For more information on this or other technology topics feel free to contact me at:

www.WebsTarget.com
Randy@WebsTarget.com

Posting to your blog site can actually be fun and you can look forward to it if you just have a list like this to go from. I hope that you enjoy it.

It’s the best of times and the worst of times.  Buyers are eager to buy and buy quickly, that’s good.  And Buyers are feeling pressure to buy quickly, that can be bad.  Buyers will make less informed decisions, with less confidence; which will lead them to be shakier; come up with more demands after inspections and during negotiations.  Ouch!  All of that can be avoided. 

If there was ever a time to prepare the Buyers for the market and the process… it is now. 

In every State Agents are guilty of poor Buyer preparation.  (I have spoken to Agents in most of the States about this.)  Agents do not take time to meet with the Buyer and go over every aspect of buying, selecting property, inspecting, what happens when they find the one; writing the offer (and getting a copy of the paperwork in advance), the negotiating process; inspection choices, approving and negotiating inspection findings, the greater demands of the banks for mortgage approval, final walk through, and closing. 

Is the Buyer interested in all of this?  Absolutely!  But they don’t even know the questions to ask. 

So it is up to the Agent to enlighten the Buyer about the value having all this knowledge in advance.  It is up to the Agent to recognize how the Buyer will be more confident and will make better decisions with better preparation.  And it is so obvious to the Buyer, once it is explained that it is actually easy for the Agent to explain it and make the appointment to meet with the Buyer. 

But is it worth it to the Agent?  What’s the advantage to the Agent?  Let’s see.  The Buyers buy more quickly; after seeing fewer properties; accept the Agent’s advice more easily; appreciate the Agent’s guidance all the way from first meeting to moving in; and refer the Agent to other Buyers more quickly and more often.

Does all that happen just from preparing the Buyer better?  Absolutely!

And, in this deadline driven environment, when the Buyers are under more pressure than ever, this education and preparation are even more appreciated.  That greater appreciation is more greatly rewarded with more loyal, efficient, and grateful Buyer Clients.

If there ever was a time to take the time with Buyers at the very beginning of the process to demonstrate the Agent’s expertise, demonstrate the Agent’s compassion, and commitment to his or her Clients, now is the time when that will be appreciated rewarded most.  

Bottom line, make an appointment at the very beginning of the relationship with the Buyer to review the process in detail; answer all their questions; give them a copy of the paperwork and review it with them.  Do this conscientiously and you will be one of the Agents that take maximum advantage of this Buyer flurry we are experiencing.  Short change this process and you are destined to be one of the masses that squander this fantastic window of opportunity.

For information on building your best Buyer Presentation, contact us at 585-244-2700 or email me directly at Rich@RichLevin.com