BRADENTON, FL: ProspectsPLUS.com kicks off pre-season with a new series of football postcards to help REALTORS® get into the marketing game by mailing team schedules to the legions of fans nationwide gearing up to answer the call, "Are you ready for some football?" 

This simple web-to-print platform allows agents to choose their team, upload their list and within just minutes place their order.  This year's postcards are ready to score big for agents, and now with the ability to send just one postcard or to an entire database and with prices as low as .45₵ per card, these full-color cards are printed, addressed, finished and mailed first class within 48 hours, to make staying ‘top-of-mind' all season simple, fast and cost effective!

Agents who need a targeted, geographic list for their mailings will find that option available as well on the company's new interactive site.  With just a few quick clicks of the mouse and a few moments of time, agents can customize a specialized mailing list with the variables and demographics that best work for them!  "With football season fast approaching, we wanted to be sure our clients had the opportunity to be first in the door for their prospects with this seasonal favorite." says Julie Escobar, Director of Corporate Marketing for the group.

"Our football postcards are just another way we stay forward of our goal for ProspectsPLUS! which is to offer innovative solutions each month to help agents stay in touch with their sphere of influence and geographic farm areas," continued Escobar.   "This is a challenging market for many agents, one that finds people leaving the business, shutting down or drastically cutting back on their marketing and promotion.  Savvy agents look to our postcard campaigns to help them maintain their top producer status by providing the tools they need to consistently stay in touch with their client base, while effectively capturing the market share abandoned by former or inactive associates."

Agents can access the football series today by visiting www.prospectsplus.com/football.  For the non-sports fans in the crowd, www.prospectsplus.com offers a wide variety of postcard options such as Tax Credit, Inspiration, Recipes, Holiday Series, Animal Series and even Recruiting postcards for the brokers in the crowd.  ProspectsPLUS! is even offering a special promotion for the month of July!  Order ANY postcard series before July 31st using the Priority Code JULY and receive 15% Off! 

The site also boasts a wide spectrum of FREE resources that can help agents effectively brand themselves and build their book of business in today's market such as Free Consumer Reports, Webinars-on-Demand, the BusinessBASE^TM system and more.

Want to learn exactly how monthly marketing to your sphere-of-influence can mean more than $100,000 to you per client over the course of your career?  Call Julie Escobar at 866.405.3641 to schedule a workshop or webinar for your office which will walk you and your fellow associates through how to determine how many prospects you need in your SOI, how to effectively stay in touch and more. 

Need more marketing ideas?  Sign up for our FREE Monthly Master Marketing Newsletter^TM.  This timely tool will deliver fresh ideas, innovative tools and smart solutions to your "in-box" each and every month!  Visit www.prospectsplus.com today and click on Master Marketing Newsletter^TM. 

Exploring the Connection:  One-on-One with Matthew Ferry

By Julie Escobar, Director of Corporate Marketing, ProspectsPLUS!

It seems people all over the world are trying to unlock the secrets to a better life, better career, and more happiness.  What do the really successful people have that others don't?  Why do they seem to effortlessly "attract" all that they need and want?  Why do they rise to the top and stay there, and more importantly, how can the rest of us capture that same lightning in a bottle and use it to propel our own lives and careers?  To gain a little insight on the topic, I sat down with mindset expert and talented speaker Matthew Ferry.  Below is an excerpt from that interview: 

Julie Escobar:  Hi Matthew, thanks for taking the time to be a part of this!  I knew that when it came to exploring the connection between finding the right niche -- that magic that comes from doing what you love and working with people you like --  and what we know and don't know about the law of attraction, you were just the guy to turn to for "enlightenment!"  

Matthew Ferry:  Thanks Julie! I think there most definitely is a connection.  While niche marketing and the Law of Attraction are distinctly different - they are related. 

First, I don't think the law of attraction is the kind of thing you should focus on. That would be a little like studying gravity when learning to hang glide-right?  While gravity plays a part, it's certainly not the big picture!  Let's look at the bigger picture of how top producers in this business actually tap into that powerful combination of "laws" that I refer to as the "Laws of Momentum." 

The Law of Attraction:  In its most simple format, the law of attraction boils down to "like attracts like," or in other words, "what you put into the world the most will come back to you."  That said, to get the most from this law, you really need to begin by truly knowing what you want.  Fall in love with the idea of what you want, be thrilled by it and develop a deep connection to that future.  

I'll give you an example.  I have a client who did 1,996 transactions in a single year with just two assistants.  How?  He immersed himself in his passion.  Deeply tied to his immigrant roots he began working with lower Hispanic communities and those people who couldn't afford to buy a home on their own.  He knew he wanted to help the people in these communities experience the American dream of homeownership.  His affinity for them and passion to help allowed him to make the right connections and unlock the possibilities to make home buying possible.  It grew to a point where he literally was taking seven listings a day!  With the combination of knowing what he wanted, feeling deeply rooted to that cause, and possessing the willingness to do for others, he created that kind of momentum. 

Julie Escobar:  What a great example, Matthew.  You're absolutely right to say that it starts with really knowing what you want.  I've seen so many agents and salespeople in all industries who try too hard to be "all things to all people," and all they have to show for it at the end of the day, or the end of their careers, are a lot of man hours, frustration and limited success.  Life's too short to dislike what you do or who you work with!  How much smarter and more effective it is to work with a group of people who share your interests, your passions and your vision.  It sure makes work less like work, and goes a very long way towards building and maintaining long term relationships.

Matthew Ferry:  Absolutely, but the law of attraction doesn't work alone!  Next, let's consider: The Law of Reciprocity:   This law follows the "golden rule." In other words, whatever you do will be returned back to you.  So if you help other people be successful, you'll be successful.  If you show kindness, you'll receive kindness.  If you champion the cause of another, they will, in turn, champion the cause for you. 

This law is amplified when you are grateful, thankful, appreciative, and service-oriented.  Take a look at the people who are succeeding rapidly - those salespeople who make seven, ten and twelve million.  Note that they have advocates, supporters, believers and followers.  It's not by accident; it is because they, too, are advocates, supporters, believers and followers.  They are champions for their customers and work selflessly for them.  The success they appreciate in return is simply a "bonus."

Julie Escobar:  That reminds me of Zig Ziglar's quote, "You'll get everything in life that you want if you help enough other people get what they want." They are certainly words to live - and work by. What's next? 

Matthew Ferry:  The last law most people are already familiar with, which is The Law of Averages:  It states the more you put in, the more you get out.  It's really that simple. 

All in all, it really does boil down to: success comes to people who are absolutely clear about what they want and really love it.  They have a great affinity for their niche and a desire to serve and this ignites the law of attraction in their favor and takes away any resistance to success.
 
Next, using the law of reciprocity they focus on what they want, but more importantly, they focus on helping everyone else get it.  Without an agenda, they selflessly want more for the people they work with.  They are advocates and supporters, and in return, they find that others become advocates and supporters for them. 

And lastly, they work hard.  They are excited about working with as many people as they can because they are having so much fun.  The more fun they have, the more time and energy they put in and the more people they work with, so the law of averages is hard at work for them as well! 

Julie Escobar:  Thanks Matthew!  I know our readers will appreciate all of your wonderful insight and information.  You always have so much positive to share and I invite everyone to bookmark Matthew's site to stay connected!  Download free audio training from Matthew online at www.matthewferry.com. 

I would also like to invite all of our readers to join us online at www.prospectsplus.com.  There you can sign up for a free web account and tap into the many powerful marketing resources available to you for building your niche, managing your sphere of influence and growing your business!  If you would like to learn more contact me at 1.866.405.3641 or  email me at Julie.Escobar@prospectsplus.com. 

Five Top Industry Experts Share How to Adopt the Mindset of a Winner

By Julie Escobar, Director of Corporate Marketing, ProspectsPLUS!

Hats off to the new agents!  You bring to our industry fresh faces, new enthusiasm, and "ready-to-make-things-happen" attitudes, and for that, you are appreciated!  Floyd Wickman once said with the right tools, training and focus - ANYONE can make it in this business.  In that spirit, I asked five top industry experts to help us explore what new agents need to do to adopt the right mindset or "focus" for success. Our esteemed guests are:  Real Estate Speaker, Coach and Author, Bernice Ross; President of Frogpond.com, Susie Hale; Speaker, Coach and Author, Darryl Davis; Speaker, Trends Expert and Author, Stefan Swanepoel, and Author, Coach and Speaker, Matt Ferry.   Let's get started!

Q:  What do new agents need to do to create and keep the right mindset for success?

A:  Bernice Ross:  Mentally, I would tell new agents to ignore all the experienced people who tell you how bad it is.  Surround yourself with those people who are doing great things.  There are so many good online resources you can tap into such as www.inman.com or www.realtytimes.com.  Bookmark these power sites, track what's going on in this industry and keep learning. 

I also believe that if you help enough people with what they need or want, they'll help you back.  Dive into conversations and find out what's important to the customers who make up your book of business.  Find out what they need and how you can help them, then keep helping them as you build that customer base to more than 200 people.  That's a great foundation for success.  I often share Michael Russer's great advice and that is to make "irresistible offers."  For example, offer your customers the "how-to" information they need to lower their taxes at tax time and the forms and CMA they need to complete the job!  Make yourself an invaluable resource to them and they'll refer you again and again.

A:  Susie Hale:   I guess my best advice to new agents would be to not be afraid to try new things.  Think of it a little like cutting your hair.  It will always grow back!  So, experiment a little!  Try new marketing ideas on for size, but just one at a time!  That way, if you stumble on something that doesn't work, you simply try something else.  Next, of course, I encourage agents to embrace technology and social networking in such a way that you never lose your personal connectivity with your customers.  Most importantly, I would say define who you are and what you like to do.  Really take a look at what it is that is unique and special about you.  Are you a tennis player, music-lover, horse-enthusiast, theater-buff, or boater?  Whatever your passion, find the groups of people that are associated with it and make that niche your own.  Share common interests, engage in sincere, relevant, interesting conversations and consistently stay in touch to create long-term trust.  That trust eliminates all the question marks for clients and opens the door for you to develop a mutual respect which equals clients for life and a referral system you can count on throughout your career. 

A:  Darryl Davis:  I believe that you should look at your life and measure it in terms of different levels.  I think most people - most agents - just focus on goals.  How much money they want to make, for example, how many listings they want, etc.  I challenge them to look beyond that at what they want their "next level" to be.  In other words, ask yourself if you had a magic wand, where would you like your career and your life to take you?  After all, when you're ninety, it won't matter much how many listings you had - but what will matter is if you were on the playing field in life. 

Instead, commit to the next level, to getting everything you wanted from your life.  Then find the things or reasons that source that commitment for you.   For some it's family, wealth or retirement and for others charity, community, or faith.  Those sources will give you the energy and enthusiasm to keep going no matter what.  I'll give you a good example.  I recently ran in a marathon.  What gave me the strength to get past the feeling of wanting to quit?  By the way, sore muscles had nothing to do with being in a marathon.  It had everything to do with raising money for children's leukemia research.  I was committed to helping save kids' lives and it's that kind of "source" that can help you get past those times when you want to say, "I can't," or "I don't want to."  Keep your eyes on the next level and go for it.

A:  Stefan Swanepoel:  My advice would be to remain positive.  Know that our industry has been through tough times before.  In fact, every decade we can point to 30-50% drops in certain markets.  We're at that same level as the mid 1990s, yet consider that according to the National Association of REALTORS®, we'll still see 4-5 Million re-sales this year.  That doesn't even count new home construction!  So, what that means to you is that there are going to be 9-10 million transaction opportunities for agents to earn commissions.  So, who's going to earn them?  You could certainly be one of them - if you position yourself properly and stay positive!

A:  Matt Ferry:  I have to say that one of the greatest challenges new agents have is what I call the "drunk monkey," or their mind.  Our minds are designed to keep us alive.  It steers clear of the obstacles, fear factors and "danger zones."  So, if a new agent just listens to his or her mind, it would clearly conflict with the whole concept of real estate!  Their mind would equate their new career as "new" which, to it, means "unknown" which equals "scary."  So, I tell agents they need to retrain their brains!

First, skip the news.  It's often not accurate or truthful and absolutely can side-swipe you in terms of your optimism.  Remember sensationalism is what sells - and it's also hooks the mind.  Our minds are already bombarded with fear messages and watching the news is basically a way of asking your brain, "What, are you not scared enough?  Take this!"  Your mind adopts the potential threats and shuts down. 

Next, I teach agents to play the "contribution game," which means rather than being totally focused on making sales, instead focus on making a difference for everyone, everywhere, all the time.  Why?  You'll find that when you are focused on that service, on giving, soon you'll develop valuable reciprocal relationships and that will equal sales, and a long term referral base.

Lastly, I recommend you use what I call the 10/10 visualization.  That is make a list of ten things that you currently love about your life and ten top goals and dreams.  Before you go to sleep each night, review both lists, close your eyes and visualize each.  This is a great way to counteract the "scary" stuff our minds connect with each day with those things that are already good and helps give us the boost needed to succeed. 

And now, for my two cents:  I've always been a big fan of keeping things in perspective and very often, that's where I start when giving advice to new agents.  If you miss something, make a mistake, or are unsure, it's all right.  The great thing about this life is you get a clean slate every day to try again.  Do your best, with integrity and choose reliable sources for guidance.  Talk to your broker if you have a question, and keep the big picture in mind.  Next, find out what's most important to you, where your interests lie and how you can start working with people who have those same interests until you make that niche your own.  It makes that "breaking the ice" portion of relationship building so much smoother.  Why?  It's genuine, not forced and it allows you to speak with passion and confidence to like-minded people. 

Next, put systems in place that help automate the process of getting your name out and marketing your business.  This eases the number of things on your "mental checklist" each day and frees you up to feed your mind with all the great information, tools, techniques and resources that are available to you.  Then, connect with people who could, should and can be in your sphere of influence!  After all, when it all is said and done, this is a people business.  Consider the powerful words of Zig Ziglar, "You'll get everything in life that you want if you help enough other people get what they want."  Now, there's perspective!    

A huge thank you to our panelists for their advice and expertise!  As new agents, arm yourself every day, every week with fundamental knowledge, powerful inspiration and results-producing skills and techniques.  I invite you to bookmark the sites of our guest experts to continuously learn from them.  They are extraordinary resources for agents new and experienced!  Here's how to get in touch:

• Bernice Ross:  www.realestatecoach.com
• Susie Hale:  www.frogpond.com
• Darryl Davis:  www.darryldavis.com
• Stefan Swanepoel:  www.retrends.com
• Matthew Ferry:  www.matthewferry.com

If you missed Part I of this article series, please visit blog.prospectsplus.com to learn what every new agent needs to know in terms of strategies, systems, tools and techniques!  If you're looking for new ways to grow your business and put some of those valuable systems in place that we talked about, visit www.prospectsplus.com and sign up for a free web account which will unlock a treasure chest of timely resources for you!  Need help navigating the waters of being a new agent or advice on what solutions top agents use to keep their career on track?  Call me directly at 1.866.405.3641.  Until then, I wish you every success! 

Industry Experts Share "Must Haves" for New Agent Success

By Julie Escobar, Director of Corporate Marketing, ProspectsPLUS!

Despite media hype regarding the current state of our housing market, new waves of agents are joining the ranks of Realtors® eager to make their own mark in this business each month.  Though certainly faced with a few more challenges than they might have had years ago - new agents today are also blessed with considerably more opportunities and resources than have ever been available in the past.  This month, I asked some of today's top names in real estate if they would help me explore the answers to three basic questions: 

1. What does every new agent need to know?
2. What "must-have" items do agents need in their "tool chest" to survive?
3. What do they need to do to create and keep the right mindset for success?

Joining me to share their valuable insight and perspectives are industry leaders Real Estate Speaker, Coach and Author, Bernice Ross; President of Frogpond.com, Susie Hale; Speaker, Coach and Author, Darryl Davis; and Speaker, Trends Expert and Author, Stefan Swanepoel. In this article, we'll focus on the first two questions, what agents need to know and what vital tools they should have.  Look for our follow up article on developing the right mindset in which power speaker Matthew Ferry also weighs in!  Now, let's get started!    

Q:  What does every new agent REALLY need to know?

A:  Bernice Ross:  First, I would recommend that agents make sure they know all the legalities required by their board or MLS.  After that, they can really focus on the one thing that will take them throughout their career - KNOWING their market. 

Start to train yourself to really know your inventory inside and out.  Make yourself an expert at your own market area, inventory, communities and price points.  For example, don't just look at a flyer or the MLS listing to get the price of a house.  Walk inside home after home, and see if you can start to predict what the price is or should be.  Drive different routes to work each day, look for the new FSBOs and Expireds that pop up. Study your market until you know it in your sleep.

I also always teach agents to make the shift from telling and describing what you do to asking questions.  Dive into conversations with your customers to unlock what is most important to them.  It is the key to more effectively communicating. I believe it's more important than ever to build your business starting with who you know and expanding from there.  I recommend a great book, The Go Giver, by Bob Burg.  It teaches valuable lessons regarding the power of giving and really connecting. 

A:  Susie Hale:  First of all, I'd want them to know that they have options and resources that are available to them such as mentors, managers and people to help them.  I always encourage agents, especially new agents, to really reach out beyond themselves and ask questions to build their skills and knowledge base. 

I'm also a big advocate for social networking.  This trend can be something that allows you to truly grow your relationships in a unique, dynamic and faster way.  Ultimately, marketing is creating a conversation, and by utilizing social media, you really do eliminate the gatekeepers, drive traffic to your website faster, and meet your customers who are alert, inquisitive and prepared to learn.  So, jump in and get involved! 

A:  Darryl Davis:  Good question!  I'd say that agents need to know the number one thing they have going for them is enthusiasm.  As a new agent, you come from space where anything is possible.  I challenge you to keep that enthusiasm and commit to this question, "How am I going to play this game called real estate?"  If you can stay in that state of inquiry and keep discovering-it will fuel the hunger for knowledge and source the enthusiasm you need to really thrive out there. 

A:  Stefan Swanepoel:  New agents need to know that there are a ton of opportunities to position yourself to be a great agent.  There is so much changing about our industry because of social media, e-marketing, consolidation, and globalization that ours is an industry in transition.  Stay ahead of that curve by constantly learning and finding your niche in all of it. I recommend you bookmark www.retrends.com for a constant stream of information regarding all the trends that affect real estate professionals today. 

Q:  What "must have" items do agents need in their "tool chest" to survive?

A:  Bernice Ross:  There are some tremendous resources out there for agents today. For example, www.Point2Agent.com is a great service that provides powerful websites for associates, and most importantly, syndicates them to more than 40 different web portals such as Trulia, Zillow, Yahoo, Facebook, Google and more with just a push of a button.  In this instance, distribution trumps destination.  Since consumers are going to all of these sites, you can just post your listing once and Point2Agent does the work of spreading the word!  It also has a built in tracking tool which is a necessary component for getting new listings and price reductions. 

I also recommend agents get engaged in social media such LinkedIn and Facebook and choose a URL for your business that says what you do, who you are, and where you are.  So many agents just use their name, but that doesn't tell the consumer what you do!  Also, consider adding video features to your site for a search engine boost.  There is a free service, www.tubemogul.com, which provides a single entry point for deploying uploads to the top video sharing sites, and powerful analytics to track who's viewing them!  These are just two items to try. As a coach, I am always on the watch for the tools and technology that will help my clients be more successful and productive.  I invite everyone to stop by my site regularly at www.realestatecoach.com.  I'm always posting new articles and links that can help you grow your business. 

A:  Susie Hale:  Well, obviously, my advice to agents is to get connected in the world of social media.  Dive into the conversation that is out there and make your name known.  Your "social intelligence" should include a website, e-zine and social networks.  Make them definitive parts of your marketing plan.   Why?

 They are relationship builders
 They remove the "gatekeepers" in your business
 They achieve branding goals faster and communicate your company culture
 They propel lead generation and keep your current customers up to date
 They position you as an expert and allow you to beat your competition

Use connecting systems to allow you to easily send information throughout multiple social channels such as www.hellotxt.com which does the work of updating all your social networks at once. If you want to continue to learn more about social networking and tap into what the experts are saying across the globe, I invite you to visit us at www.frogpond.com.  We house information and articles from some of the best minds in the business and you're free to browse and learn at any time! 

A:  Darryl Davis:  Well, as you know, I can be a little different!  When you ask me about "tools" - rather than a "thing" or gadget, my first reaction is to say, more than those, agents need listing and selling techniques as their "must have" tools. 

For example, I teach my students to work with FSBOs and Expireds.  To me, Expireds right now are even better than FSBOs, in that any time a homeowner comes back on the market with a new agent, they know, even more than the FSBO, that "Elvis has left the building," as it were.  They know that they have to price it right and be committed to selling.  My students and I have an expression that we use with homeowners, "You can't be committed to price and committed to moving.  So, are you committed to moving?"  It's a dialogue that works - try it!

I will also remind agents that the old adage that "any listing is better than no listing" is not true.  Walk away from overpriced listings.  They not only make you look bad, they are adding to the overall problem we have in this nation.  Consider this - if every agent took just ONE overpriced listing off the market - that would mean a million homes taken out of the inventory glut. 

I'll add one more technique for aggressively pricing your listings. I'll illustrate it this way.  I used to be a soccer coach, and there was one technique that helped our team stay undefeated.  Sometimes in soccer you'll see a "beehive effect," which is when players swarm to the ball.  I taught my kids to think ahead.  They learned that wherever the opponent was with the ball, not to chase him.  Instead, they were to figure out where the player was going next and meet him there. It's the same with pricing listings in today's market.  Try this dialogue:  "Mr. and Mrs. Seller, if the market is going down in price, we can't price it at what the market IS; we have to price it at where the market is GOING to get it sold."

A:  Stefan Swanepoel:  The first tool I would say an agent needs is a plan.  If you don't have a road map, you really have no way to reach your destination.  I recommend a website www.createaplan.com.  It is the only company that I know of that is CRS approved for their business planning products for agents.  It will help you get on track and stay there.  Another great thing to consider is hiring a coach.  While it may be too much money for some, the right coach is usually worth the investment.  If not a coach, consider a mentor.  Ask someone you look up to, such as a broker or a successful colleague that is willing to let you shadow them.  You may also consider www.isucceed.com.  This is a great mentoring service for a low as $1 per day!  Agents from all brands and all areas are represented and there's a wonderful audio file library to pull from. 

I would also steer agents towards focusing on the right designation for them.  Find what you're passionate about and start learning the skill set you need to become an "expert" in that field.  There are more than 70 designations out there, visit www.redesignation.com as a great resource.  There you'll find information to become specialists for Buyers, Seniors, Short Sales, Eco-friendly, and more. 

And now, here's my two cents:  As someone who has been around this industry for more than 20 years, I echo so much of what our panel has said.  When I speak to new agents, I too tell them to do EVERYTHING they can to maintain that "can-do" spirit and "anything's possible" attitude that comes with being new.  It is the edge you need to keep sharp as you build your business. 

I will also tell you that there is never going to be a better time to set up the systems you need for long term success.  Over the course of the last year, when times were tough in our business, I saw so many agents leave the industry after many, many years with nothing much to show for it.  Why?  They didn't treat their real estate career as a business.  They didn't keep track of the most valuable assets they had as a salesperson:  their customers.  Let me recommend our free BusinessBASE^TM system from ProspectsPLUS!  Simply powerful and powerfully simple, it will help you build that salable book of business that one day, many years from now, when you're ready to leave, you can sell to a broker, a team or top agent for top dollar.   Visit our website, www.prospectsplus.com and look for it in the "resource" section.  Once you get rolling in this business, it's hard to go back and "get organized."  Do it right from the beginning.  If you need help, call me.  I'm happy to steer you in the right direction! 

A huge thank you to our panelists for their advice and expertise!  As new agents, you need to ALWAYS be learning, gathering, fine-tuning and growing.  Look to these experts for valuable information!  Bookmark their sites and call for more help.  They are incredible resources for agents new and experienced!  Here's how to get in touch:

Bernice Ross:  www.realestatecoach.com; Susie Hale:  www.frogpond.com;
Darryl Davis:  www.darryldavis.com; Stefan Swanepoel:  www.retrends.com

Remember to look for our follow up article regarding adopting the right MINDSET for success as a new agent.  Bookmark our blog at blog.prospectsplus.com for more!  Of course, you can find me at www.prospectsplus.com.  Sign up for my free newsletter and a free web account that will give you access to many terrific resources for growing and building your business!  I can be reached directly at 1.866.405.3641.  Wishing you every success! 

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Lead Incubation Strategies for Today's Real Estate Professionals

By Julie Escobar, Director of Corporate Marketing, ProspectsPLUS!
However you get your leads, whether by referral, website, blog or pay-per-lead services, unless you USE them, you tend to lose them. Our market is the perfect storm for lead loss. Why? Simple -- with reduced patience and the insistence of a higher level of service, consumers are no longer willing to accept "good" or "good enough." So, let's take a look at some ways you can turn "good" to "excellent" in the year ahead.

1. Understanding lead incubation. It starts with a desire to consistently stay in contact with a lead, whether self-generated or purchased until it results in a transaction. Sound easy? It's not; it takes a carefully crafted system, creative marketing and a lot of patience. Consider an internet lead first. It may have potential, but more often than not, it's not an instantly "done deal." Some are just curious about their market. Others are simply seeing what they might sell their home for today. Still others may not be ready to transact for years. However, by connecting with these possible buyers and sellers month after month you incubate or "warm the lead" until that consumer feels comfortable enough to reach out for your answers and trust you enough to do business with them.

2. Match your message to your market. Stop talking to consumers as if they are all the same. Sellers want to know what it means to their financial bottom line if they sold their house, what the process is, how long it would take, and the big question for many--what will you do differently than everyone else? Buyers want to know how to get the most house for their money, what their financial options are, and where they can get their down payment.

3. If you tell them, they will come. Imagine if you take the time every month to stay in touch with your prospects with relevant information. If you were that lead, how would that make you feel? How many of your competitors are staying in touch? Not many, I venture to say. Salespeople are historically poor at this necessary component which is probably why the top producers are such a small percentile. Change your thought process (and your presentation) to be not just a real estate expert but a marketing expert as well. It's a mindset that will serve you well. Capture the series of messages you want to convey each month or tap into a ready made system such as our postcard campaigns, a drip email system or a combination of both to ensure that the process is consistent and efficient. While taking that step may seem daunting to you now, what it will mean to your bottom line and your career longevity are enormous.

4. Patience is a virtue (and also profitable.) As I said, most lead incubation strategies are not overnight successes. That's why they're leads and not customers! Put in the time, make the effort and stick with it! The rewards are great, and with a terrific system, the work is little. Make it part of your overall marketing plan. Use it to show sellers how actively you will work to find the right buyer for their home. Use it with buyers to let them know how vigorously you are searching for the right home for them. Use it, to keep your pipeline consistently full as you "turn up the heat" on your "warm" incubated leads as you continue to add new "cold" leads to your powerful system.

Hopefully you picked up a few ideas or at least a better understanding of what lead incubation has to offer. It keeps your pipeline fresh while you stay focused on prospecting, presentation and closing! Good luck to you and please, contact me should you have any questions on this or additional products and services. We're passionate about your success.

Need some help finding a system to help you incubate your leads with the right message for the right people at the right time? Contact me today at 866.405.3641. From niche market campaign automation and personal consulting to learning more about the ProspectsPLUS! system that helps agents across dramatically increase their production - decrease their stress level and ensure they are ALWAYS on track - call us. We can help!

Smart Agent Branding Strategies from Some of Today's Top Agents

By Julie Escobar, Director of Corporate Marketing, ProspectsPLUS!

You may recall, in last month's article we started to dive into some of the unique ways top agents "Make a Name for Themselves." We shared the story of Short Sale Specialist Bob Daniel and his powerful approach to building and owning that niche in his market area. Before that, we learned from one of real estate's Top 50 REALTORS® on the Rise in 2008, Kathy Casarin, who shared her terrific strategies for marketing to FSBOs and Expireds. If you missed the February or March editions of our newsletter you can read them in the Newsletter section of the Resources area on our site, www.prospectsplus.com. Enjoy!

This month, we'll tap into the winning strategies taught by Karin Hill, an innovative and delightful Vice President and manager for Watson Realty. She's energetic, insightful and completely passionate about niche marketing. Not just ANY niche marketing - let's just call it ‘Niche - with a twist." While Karin appreciates the finer points of marketing to your farm area, FSBOs or First-time buyers, she is much more interested in empowering her agents to follow their hearts (and their careers) to find those markets that speak most to them.

"My specialty is the motorcycle community. I have a Harley Fatboy®, and like most bike community members, I am passionate about charity work. I've found that motorcycles are not just a great source of transportation - they open up a tremendous community of people and a powerful business network. You'll find riders in all shapes and sizes. Doctors and lawyers to everyday workers round out this unique market and have the ability to give your business real traction. I sponsor events, go to the rallies, put out flyers, link through all their sites to my sites and even have a Harley shirt with my web address on the back! There is literally a biker event every day of the week somewhere if you look - and I've looked!"

How important is it that agents choose a niche today? "I believe it's more critical than it's ever been. It allows you to set yourself apart from the rest. I also believe that if you choose a niche that you truly enjoy such as golf, fishing, or motorcycles - or something that speaks to your core interests such as our military, police or firemen, then it takes a lot of the "work" out of work. People want to do business with someone with whom they have a common interest. Having that common cause helps you create instant rapport."

Example: "We have an agent who is devoted to the American Sign Language community. Just recently, we helped her get a video phone. Now more than 80% of her business comes from this powerful niche. She works within the deaf community, schools, conferences and forums and sets herself apart with the unique ability to speak to her customers via video phone. It's wonderful!

Whatever you do, I encourage you to think "outside the box." It may help to talk it over with a manager or a mentor and really define who you are and what you enjoy. As agents, we know that if we don't enjoy it, it won't get done. By developing a niche market that runs in tandem with your core interests, it's less like work and more about building relationships with like-minded people. Then the business just comes to you. For example, I do a lot of charity work locally and at least once every six weeks, I help to sponsor events. We put the agents' pictures and contact information on all the flyers, they help distribute them, and without costing the agents a lot of money, they are actively networking in our community and gaining business ground, all while doing something worthwhile. So you may want to consider that. We've held events for the ASPCA, Second Harvest Food Bank, Muscular Dystrophy, collecting blankets and food for the shelters now that it's cold, and we're currently organizing a blood drive. As I said, the return is tremendous both in terms of business, and in helping your community.

Find new niche markets. "I would have to say be a marketing professional and not just a REALTOR®. Be a 'specialist' not just an agent. Develop a system to really master your market of choice, stay in touch with your book of business and feed that sphere by continually networking in your niche. Consider getting a designation that is significant to your community and near to your heart. Consider some of the green designations, or working with seniors, a specific disability group, or military professionals. Whatever you do, dive in. Find out what you believe in, what you're passionate about, then go find the events, meeting groups, and the whole network of people that represent that interest really get to know them. You'll build your sphere and have fun all at the same time!"

Many thanks to all three of our special guests in this series. It's been wonderful to learn from all their terrific ideas and career experience. I think we can definitely see a common theme amongst all three top producers that systems, smart tools and consistency are vital components of success. We learned, too, that taking the time to truly become GREAT at one niche before trying to be all things to all people is definitely the best course of action! I love the energy each of these talented people brings to their career, their clients and each day. You can sense the passion that they have for what they do, and I invite you to do the same in your career. Ignite your own passion by finding a niche that works for you, having fun along the way and experience, just as Kathy, Bob and Karin do, the joy and benefits of truly building these long term relationships.

Need some help finding and growing YOUR niche market? Contact me today at 866.405.3641. From niche market campaign automation and personal consulting to learning more about the ProspectsPLUS! system that helps keep Kathy on track, Bob has in his library of tools or the automated Just Listed/Just Sold postcard system that brings new business to Watson Realty agents every day, we have what you need to succeed. Call us. We can help.

Thanks for joining us each month and we'll see you in May!

Committed to helping agents streamline the way they compete in today's tough market, industry leader ProspectsPLUS! recently teamed with real estate powerhouse Landvoice to launch its all new 3-7-27 Agent Branding System for FSBOs or Expireds.

"It's definitely the next evolution of real estate marketing," shared company President Jim Morton. "We've taken the benefits and ease of our automated MLSmailings.com product and added best direct mail practices which allow us to effectively automate the process of helping our customers become a brand name for area FSBOs or Expireds."

Offering geographic exclusivity, the new branding system integrates with Landvoice, a nationwide data aggregator, that specializes in FSBOs and Expireds. They identify every new FSBO or Expired available in an agent's market area, scrub them against the Do Not Call Registry, tax records, agent-owner information and more to deliver back to the agent the most complete prospecting records possible. ProspectsPLUS! then automatically launches a series of either three, seven or twenty-seven professionally-designed, high-impact, direct response marketing postcards. The system is based on the Law of Prospecting which states that it takes at least three "touches" for a prospect to recognize a name, seven to put the name with occupation and twenty-seven to achieve brand awareness. "Once an agent has locked his or her area and branding level, their campaign can't be sent by another agent. It's that simple," added Mr. Morton. "Each campaign is designed to make the phone ring with powerful direct response questions and free information incentives as well as the agent's name, photo and contact information prominently displayed. We'll even deliver to the agents all the collateral materials they need as well as some suggested scripting for follow up phone calls."

Agents have their choice of branding levels:

ð Silver - 3 Mailings, 1 every 4 days ($3 standard postcards, $4.80 jumbo postcards, plus the cost of a Landvoice subscription)

ð Gold - 7 Mailings, 1 every 3 days ($7 standard postcards, $11.20 jumbo postcards plus the cost of a Landvoice subscription)

ð Platinum - 27 Mailings, 1 every 2 days ($27 standard postcards, $43.20 jumbo postcards plus the cost of a Landvoice subscription)

For a free demonstration of this powerful, new, AUTOMATED system, call the Personal Marketing Team at ProspectsPLUS! at 1.866.405.3648, or email them directly at

Industry icon Carol Johnson hosts the annual Recruiting Network Conference April 22-24, 2009 in Scottsdale, Arizona with eight power-house keynote speakers, industry renowned "think tank" brainstorming sessions, and the opportunity to connect with a veritable who's who in real estate recruiting. 

Held again at the magnificent FireSky Resort and Spa in Scottsdale, spa amenities provide a tremendous backdrop and bonus for today's top professionals as they focus on hot topics such as:

• Facing Fears
• Handling Change
• Lead Generation
• Inventory Control
• How to Stage a Comeback
• How to Build a Winning Organization
• Attraction and Retention
• Master the Market of the Moment
• Merger and Acquisition Strategies
• Leveraging Interactive Recruiting Tools
• How to Implement Time Management Strategies
• Career Counseling as a Recruiting Service
• Effective Recruiting Technologies on Web 2.0
• Latest Internet Trends for Building a Workforce
• Multiply Your Effectiveness and Magnify Your Influence
• Build a Strong Recruiting Foundation for Today and Tomorrow

Keynote speakers at the conference include: Rich Cosner, President of Prudential California Realty; Dave Jenks, Keller Williams & Co-Author of SHIFT; Tom Kunz, President of Century 21 Real Estate; Charlotte Landram, Consultant, Speaker and Author of High Impact Systems; Kathy Ollerton, Director of Training, Prudential CA, NV, TX Realty; Brent Rasmussen, President, CareerBuilders.com; Mark Re, Vice President & General Manager, RealtyUSA; Barb Schwartz, President, StagedHomes.com. 

Joining the keynotes for this event are these esteemed panelists:  David Boatner, President, CEO, Connect Realty; Don Dahlberg, Broker/Owner, RE/MAX Premier; Wendy Forsythe, VP of Broker Services & Product Development, Better Homes and Gardens Real Estate; Adam Lerman, National Director of Recruiting, Century 21 Real Estate; Bob MacCulloch, President, Golden Crest Realty Consulting; Jan Mansfield, Century 21 Country North; Brad Pearson, VP of Sales, Prudential California Realty; Yvonne Ratigan, Director of Broker Services, Royal LePage Canada; Terry Reynar, Associate Broker, Trainer & Manager, Royal LePage Foothills; Saul Serna, President & CEO, Business For Life; Tyrone Whitby, Short Sales Consultant, Long and Foster Real Estate.

Best known for its in-depth networking and the wide-open ability to share information, ideas and innovative approaches, this annual event is the best of its kind when it comes to reaching across company lines and geographic territories.  "It's the one conference that I attend just because I want to be there!" shared Jan Mansfield, President of Century 21 Country North.  Brenda Waters of Metro Brokers GMAC added, "This conference is ‘top-notch!' I was humbled by the quality of the attendees."  "You couldn't be in better hands when it comes to building your organization than you are with Carol Johnson," shared Julie Escobar, Director of Corporate Marketing for ProspectsPLUS!

To learn more about this annual event or The Recruiting Network, visit www.recruitingpipeline.com or call today at 847-524-8487. 

Smart Agent Branding Strategies for Today's Top Agents

By Julie Escobar, Director of Corporate Marketing, ProspectsPLUS!

You may recall, in last month's article we started to dive into some of the unique ways top agents "Make a Name for Themselves." We shared the story of Kathy Casarin, one of real estate's Top 50 Realtors on the Rise in 2008, who shared terrific strategies for marketing to FSBOs and Expireds. If you missed the February edition of our newsletter you can read Kathy's solutions in the Newsletter section of the Resources area on our site, www.prospectsplus.com. Enjoy!

This month, we'll explore the top strategies used by Short Sale Specialist Bob Daniel. Truly one of the founding fathers in short sale systems, Bob Daniel has personally participated in more than 500 short sales and conducts vital workshops on the topic across the United States. Bob's system is also, in large part, the foundation for Floyd Wickman's Short Sales Survival Kit.

Why Short Sales? "About seven years ago, a bank representative called me regarding two listings that I had for a client to let me know that my client owed more on the properties than they were currently worth and they would entertain any offer for the property that I received. It was a real eye-opener, and I've always believed that if you see a great opportunity, it's only smart to take advantage of it. That's when I started immediately working with investors and building a system to replicate and refine the short sale process. Done correctly, so that it's a win for the lender, the customer and the agent, becoming a short sale specialist is a great way to make a living, especially in today's market."

What does Bob do differently to ensure he's always a "brand name" in the short sale market? "I believe in the necessity to find a niche that works for you and become the absolute best you can be at it. I compare it to my wrestling days as a kid. Our coach always taught us that if you had a move that would dominate every time, you practiced it and practiced it until you knew (as did your competition) that executing that move would give you the winning edge. That creates the confidence to create more wins. It's the same in niche marketing. You create your own ability to be unstoppable, which means it doesn't matter what the market does, or what your competition does -- with the right system, commitment and constant fine-tuning, you really can become stronger than the market - and ensure that your business truly becomes market-proof.'"

What does Bob recommend you do to make a name for yourself? "First of all, I believe you have to be more consistent and more knowledgeable than anyone else and you have to have the ability to keep learning.

Secondly, you HAVE to have a system. It simplifies your life and keeps you on track. We took everything we did wrong in the early days and learned from them, and put the RIGHT way to do them back into the system. As a short sale specialist, you become keenly aware of the necessity to track EVERYTHING. You have to have the ability to trace every conversation, every transaction and every communication with all parties in order to truly have the leverage to continue to work with the same lenders and investors again and again. It boggles my mind how many agents resist putting a system in place. They continue to try to reinvent the wheel, and really, all that ever accomplishes is a lot of frustration, lost leads, mistakes and missed opportunities."

Be in the relationship business from the buyers and sellers, to the investors and lenders and everyone in between. "I can always go back to the assistant that maybe another agent ignored who has the ability to move my cases to the front of the line, which means we close faster and I get paid quicker! Why? Because I stay in touch. I can continually count on my customer base for a constant stream of referrals. Why?

Again, I stay in touch. In fact, I have one customer who is a bus driver for our metro system. Many other agents may not have considered him a good resource, but I can tell you, this friendly driver gives my name and contact information out to buyers and sellers all over the city on a regular basis! Why? Because I treat him well, stay in touch with him month after month and in doing so, he knows he's important to me. This is a relationship business, and if you don't maintain those relationships, trust me, there goes the business."

Tools and training: "I have to say that I learned so much from Floyd Wickman and much of the system we have in place comes from what he taught me. Listings are the name of the game, and they always will be.

If you truly want to make a name for yourself and build your business, there's no better way than to go get listings. I started with Expireds, and I made it a point to get good at them, really good, before I tried my hand at something else. You can always add to what you're doing once you've perfected the niche and put a system in place. Remember, without a system, you can't achieve volume, can't maintain those relationships and certainly can't leverage your competitive edge. We work Monday through Friday and no weekends, and yet, we still accomplish more than our competitors. Top your system off with a Blackberry or PDA that keeps you tapped in, strong social networking skills and definitive time management and you'll be more than ready to make your mark!"

Thanks Bob! Your insight is truly appreciated! Want to learn more about Bob? Visit www.bdaniel.onehomefinder.com.

Next month we'll talk to the last of our panelists, Karin Hill, an innovative and resourceful Vice President and manager for Watson Realty, who is passionate about helping her agents discover and own those unique niche markets that truly speak to them. Stay tuned! Read our April article to discover what she does to "Make a Name for Herself!"

SPECIAL OFFER: To learn more about the ProspectsPLUS! system that can help you "Make a Name for Yourself Too," click www.prospectsplus.com and enter PRIORITY CODE: PMC09 when you get to checkout at to save more than $300 on this powerful system. 

Need some help finding and growing YOUR niche market? Contact me today at 866.405.3641. From niche market campaign automation and personal consulting to learning more about the ProspectsPLUS! system that helps keep Kathy on track, Bob has in his library of tools or the automated Just Listed/Just Sold postcard system that brings new business to Watson agents every day, we have what you need to succeed. Call us. We can help.