Lois's Real Estate Marketing Blog

My friends are talking to a mortgage broker...advice on mortgages please?

Lois Geller Marketing Trainer/Speaker/Author (Mason and Geller Direct) — Sat, 16 Aug 2008 18:00:54 -0500

Are there some brokers who can get better rates than others? It seems that their works with all different banks, and in New York...I had a broker like that who helped me with the financing of my apartment there.

However, when I moved to Florida, my lawyer recommended a mortgage person who works for Bank of America. In fact, I spoke about him in my book.

NOw, my friends who are trying to buy this house called and asked me if they're better off with a broker who deals with all banks, or one who works exclusively for a bank. I guess I think they're better off with theirs, but then again...maybe I'm wrong. Also, are the rates really quite different from one broker to another...as it is really established by the government, isn't it? I assume the bank pays the broker, as that's what I remember.

How much does a closing usually cost? Where would I find that information for South Florida?

They have excellent credit, and apparently enough money to put down on the home to make their payments affordable with both of their incomes.

Please advise me once again. And, of course they have to sell their current home in a pretty awful market here.

My friends went to contract, thanks to you.

Lois Geller Marketing Trainer/Speaker/Author (Mason and Geller Direct) — Wed, 13 Aug 2008 12:58:50 -0500

I sent your answers to my friends, who had a seller's agent that said their bid was too low to take to the seller. They cited some of your responses, so she took the offer to them, and yesterday they signed the contract for their dream home.

Thank you so much for your help and advice.

Does a realtor have to submit an offer to the sellers?

Lois Geller Marketing Trainer/Speaker/Author (Mason and Geller Direct) — Sun, 10 Aug 2008 22:16:58 -0500

Friends of mine recently have been interested in a home in the area. When they called the seller's agent, and told them they wanted to put in an offer.

She said it was too low, and the owner's wouldn't entertain it. Is there a way to "officially submit a bid", in writing as the buyer's don't have an agent. Does a real estate lawyer draw up the offer for them?

Thank you Active Rainers for your advice.

Test some new direct mail programs.

Lois Geller Marketing Trainer/Speaker/Author (Mason and Geller Direct) — Thu, 17 Jul 2008 15:24:34 -0500

As I talk to realtors each day, I begin to wonder about the “cul de sac” markets.
Oh yes, we are all familiar with cul de sac streets. My sister, Margot lived on one in Long Island.

It was a special place because it was safe for the kids...a dead end, and I always liked it....because it went in a circle, and you could still get out of it.

I think you can roll around and get out of this market too...and succeed. So, take a look at my article that appeared in Lore Magazine this month, and test some of the ideas. They work in the world of direct marketing, and I think they’ll work for you.

Then drop me an email and let me know how you are doing. Just press on the Lore Magazine graphic here for the full article.

Thank you!

This video shows you can run for President.

Lois Geller Marketing Trainer/Speaker/Author (Mason and Geller Direct) — Thu, 03 Jul 2008 13:03:42 -0500

This is a wonderful example of personalizing a video. I saw that someone on Active Rain had sent a video message to a prospect where she told him that she was very sure she could sell his home. She hoped he would have a good vacation, and then talk to him when he returned.

This video is just for fun, an it shows the power of personalization. All of a sudden, when it popped into my email box, it caught my attention because it showed my name, Lois Geller for President. This video is personalized and fun, and at the end you can send it to your friends with their names on it. They'll love it.

It is also a good idea to test using this kind of a program to reactivate people on your database who you haven't spoken to in a while. You could say that if anyone was running for president in your neighborhood...you'd vote for them. Or, wouldn't it be fun if really great people who contribute to the community could run for president. People like you....

Anyway give it a try, and at the end of the video, you will see that you can list your friends and their email addresses and see what happens.

What do you think about a Character College for Realtors?

Lois Geller Marketing Trainer/Speaker/Author (Mason and Geller Direct) — Thu, 26 Jun 2008 01:41:34 -0500

A few weeks ago, I went with two of my colleagues to look at some new office space in Ft. Lauderdale.

After a few hours of getting "the lay of the land" as we are new to the area...we decided to look at homes to see the price points, and what we might be able to afford.

As we were driving through a particularly pretty area, we noticed a sign for an Open House, and decided to stop and look, as there were two homes across the street from each other. When we went into the small house, the agent who was there told us about it, and the fact that it was owned by a family who'd recently inherited it. Their father never updated it, and it was in pretty rough condition. The agent agreed on our assessment and that the price was high, because of all of the upgrades it needed.

Then she showed us the upgraded home across the street. It was twice as expensive, was fully finished and on the water. Along the way, we mentioned that our price range was approximately the cost of the "home in need of help".

   As we left, and traded cards with her...I was wondering how I would feel if I'd heard her comments as the owner of the fixer upper home. I guess I wouldn't want to list my property with her for a couple of reasons: 1) She didn't tell the prospects about the wonderful opportunities for the home, like the huge backyard, the possibility of building out the kitchen, and the fact that it was a small home on a street with large ones. 2) She made the owner sound "cheap" by not fixing the place up. Maybe they weren't in a position to do so, or maybe they didn't want to upgrade after their father passed away.

   It all brought to mind some people I'd met recently when I did a speech at the Luxury Portfolio Meeting at the Boca Raton Hotel. All those top realtors selling high end properties seemed like they were honest, straightforward and had good characters. I chatted with them about their families, careers. No one put anyone down, even their competitors. It is like when you do RIGHT, good things happen.

   I've seen the same type of good chaaracter in the halls of top corporations when I've met with clients at JP Morgan Chase, American Express and others. The folks at the top (for the most part, of course) are decent human beings.

   So, I'm thinking on my realestaterelish.com blog, and on activerain, that it might sound preachy, and I don't care. Good character can be noticed in the way that you treat your customers, your prospects, your colleagues, friends and family.

   Just for a few days, take note of the people you meet and respect. Look at our Presidential candidates. Who would you want your children to emulate? Then maybe button your lip when you have the impulse to gossip, or tell a client about an owner, or anything that will reflect negatively on you.

   After all, in real estate, YOU are your BRAND. Make it shine with good character.

Joanne is doing great in the Florida real estate slump!!!

Lois Geller Marketing Trainer/Speaker/Author (Mason and Geller Direct) — Wed, 25 Jun 2008 14:12:23 -0500

I was talking to my assistant the other day, on the way to a meeting and she told me about her friend who is doing great.

This friend of hers came to our seminar on Marketing for Realtors and I liked her immediately. She took notes, followed up with me, and was just new to real estate. Privately, I thought it might be a real struggle for her to make it in this Miami market, now when she didn't have many connections, and was starting from square one.

So, I was surprised when Amanda told me that she had several closings this week. How is she doing it, I asked. Amanda answered that many of the buyers were referrals, and she was simply plugging away, and following up on every lead.

That is a great lesson for us all. Last Thursday night we had dinner with several people and one of them told me that she is an illustrator. Well, being in marketing, we are usually looking for good young talent...so I told her to email me some of her work. I asked her for her email address, but she had no card and no pen. Well, she didn't get back to me, and I was disappointed. And, she lost an opportunity.

So, maybe the magic of all of this business for Joanne is that she does meticulous follow-up with every prospect. Perhaps she's set up a database of her former clients and keeps in touch with them, and asks if they know people looking for homes. Maybe she drops notes to owners whose homes she'd like to list, and then calls them afterwards.

It is not rocket science. It works...always. Maybe we should take a lesson from Joanne.

What did your dad teach you about real estate?

Lois Geller Marketing Trainer/Speaker/Author (Mason and Geller Direct) — Sun, 15 Jun 2008 12:19:15 -0500

My Dad had no education. When we lived in Philadelphia, we rented a house. His dream was to own a real home.

So when he decided to open a jewelry company in New York, he found a small community on the beach...where we would live. He always wanted a home on the water, but those were very costly. He found a home that had an upstairs apartment, and basement unit with a private entryway.

He figured that the rentals would help pay our mortgage and build savings. The house paid off, and helped me to get a university degree, and to live my Mom's dream of living in Manhattan, and then retire in Miami Beach.

I'm renting our offices for over ten years. Renting doesn't help you build equity. Maybe it is too late, but I would like to have my own building for The Lois Geller Marketing Group in Ft. Lauderdale or Hollywood. It would be my legacy to my amazing employees.

My Dad's legacy on this Father's Day? His love and faith in me.

Have a good one!

What did your dad teach you about real estate?

Lois Geller Marketing Trainer/Speaker/Author (Mason and Geller Direct) — Sun, 15 Jun 2008 12:18:22 -0500

My Dad had no education. When we lived in Philadelphia, we rented a house. His dream was to own a real home.

My Dad's legacy on this Father's Day? His love and faith in me.

Have a good one!

Realestaterelish.com is a website that will give you some great marketing ideas.

Lois Geller Marketing Trainer/Speaker/Author (Mason and Geller Direct) — Wed, 11 Jun 2008 21:20:06 -0500

We're excited about realestaterelish.com because it is designed to help realtors and agents enjoy their days, do more strategic marketing, and sell more homes. Marketing can be really fun and make your day interesting...and the results will amaze you.

I've noticed very few mailings in my mailbox in the last 6 months. Yet, it is the best time to do some targeted mailings. Why? Well because people aren't doing well right now...so they're cutting back on their spending. It is the worst time to do that.

I will always remember my grandma's stories of how my grandfather drove around in a great car during the Depression. They had sold most of the contents of their home...yet he continued to look to the neighborhood..like they were doing well. When the Depression ended, he was called for business first. People wanted builders, especially him, because they thought he was working steadily even during hard times.

The same thing was true in New York after 9/11. Most of our clients stopped marketing. We had one client who owned a time-share club in NY, a huge one. They had the courage to continue mailing for prospects and sold out the entire place 2 years early.

So, continue marketing, and be smarter about it. Visit us for ideas at realestaterelish.com, and you'll probably end up being top dog in your office! Enjoy.

My friend Andrea Nierenberg wrote this for realtors for me!

Lois Geller Marketing Trainer/Speaker/Author (Mason and Geller Direct) — Tue, 10 Jun 2008 19:35:55 -0500

Raising Your Sales to The Next Level

Standing in front of over 100 seasoned realtors on ‘raising your sales to the next level', I thought-I might be in for an interesting challenge!!

I decided to make it fun as I always try to do in my sessions and crated an interactive discussion, which at the end all realized was the easy to remember ‘acronym' of REAL ESTATE

What started out as a tough group-see picture above---turned into ‘children of the world'

Think of the following every day-this is all ‘common sense-just not always common practice' which I find is usually not that common!!

R-Relate to your customer-develop a rapport and take the time because it leads to a relationship and referrals!! The lifeblood of our business!

E-Have energy and enthusiasm on each call. You never know who you are meeting, who they know and how they can become a client. Some people show their emotions on their face that almost say "you will never buy" and then they are surprised when they find out the person buys from their competitor.

A-Ask your clients and prospects open ended questions. Learn about them, their interests, and show some articulation in your voice. The more you know and show interest in them, the more they will want to work with you and buy from you and refer you!

L-Listen!! Easy to say, and hard to put into practice. Most of us hear, and don't really listen. We think we do, yet we have that internal voice going 90 miles an hour so we are blocking out what they are asking and telling us-what they want and how we can work with them. Listening creates loyalty!!!!!

E-This is all a process and a period of ‘evolution' -it takes time to develop these relationships and it all sounds easy and almost elementary-do what I call ‘execution' -put all of these and your other tips and techniques into consistent practice

S-Smile and look like you are happy every time you go on a call or meeting. Show them the apartments with a feeling of success as you walk in the door and greet them-the end result is hopefully a ‘sale'

T-Talk less and listen more-when you do so and this takes time, you will develop trust with your client and remember, this all can result in more sales and referrals.

A-Actively stay in touch. Don't think it, do it! Find ways and Always be inquisitive and growing learning all you can about your business, your clients and your properties.Turn your clients into your best advocates-they will continue to refer you.

T-Timing is everything-you just never know when that time will be-so you have to consistently be working and thinking and ‘you never know'. It may take one call or one interaction to connect with a great client or it might take years. There is no way of totally ‘knowing'. Remember what Charles Revson said'

"50% of my advertising doesn't work-I just don't know which 50%" so-you have to consider ‘timing' to be 24/7!

E-This is all ‘evergreen', classic-never goes out of style. You just have to do it!!

Sounds easy-the action and consistent action is the hard part.

The most successful salespeople I know continually go back to the basics and find ways to fine tune them and grow from them and share their success with their partners, friends, teams and mentees.

There truly is enough business for everyone-just continue to build on what you already have!

I should have read my own book to sell my apartment.

Lois Geller Marketing Trainer/Speaker/Author (Mason and Geller Direct) — Sun, 18 May 2008 07:55:02 -0500

For several years now, I've been blogging about selling my parents' apartment in Miami Beach, Florida. First, I went through the emotional angst of parting with it.

Then the market started to really tank. I signed up with a realtor who wanted it staged, and was really great with that, but couldn't find anyone with an offer, though we lowered the price several times.

My second broker was eager and enthusiastic and quite positive that the apartment would sell in a month or so, because we lowered the price again to shock the market. It didn't move, and I listed it on Trulia, blogged here on Active Rain about it...and mentioned it at about ten speeches I gave for realtors here in Florida.

No luck. No showings. No offers. Period.

Then came the Aha moment! I have written a book, Sold! Direct Marketing for the Real Estate Pro. But, I was acting like I didn't even trust my own science.

Well, the last broker suggested I rent the unit. I don't want to be a landlord, though. The rent that she suggested would not have covered my maintenance and mortgage, either.

So, I decided to do what I do best at my agency. I wrote a letter to each unit owner in the building. I told them about my parents and how lucky the apartment was for them (they both lived well into their nineties.

And, as in any great direct mail piece, I gave them a nice offer. I told them if they could find me someone who would ultimately buy the apartment, I would give them a finders fee of $2,000, at closing.

All of a sudden, my phone began to ring. My assistant and I took turns driving down to Miami Beach to show the lovely place. In about a week, I started receiving offers. I accepted the couple that offered an all cash deal (he didn't need any financing at all), and would close in 30 days.

Well, that's what happened. It is sold now, and the new owners are enjoying the lovely view of the Atlantic Ocean, and the birds that occasionally land on the terrace.

Direct Marketing works. It has for my clients for over 2 decades. Maybe I'll use it next on selling some of my Made in Occupied Japan collectibles.

Maybe you should try it too!

LinkedIn...the social networking site...have you tried it?

Lois Geller Marketing Trainer/Speaker/Author (Mason and Geller Direct) — Sat, 09 Feb 2008 12:25:20 -0600

About 5 months ago, I finally decided to respond to about 6 invitations I'd received to LinkIn with people I know well.

I've been here on Active Rain for a while, and didn't really know why I needed another social networking website...but I decided to go there and see if I could figure it out.

When I got there, it was pretty user friendly, and I wrote up a few lines about myself, my profile, and asked my assistant to figure out how to get my photo on there too.

After I did all that, I waited for something to happen and nothing did. So, one night when I couldn't fall asleep, I went over to my computer to see what the value could possible be...for me.

It seemed like there were mostly professional people there, like myself. Then the light bulb went off in my sleepy head, and I wondered if I could look up people that used to work for my own company, Masson and Geller LLC, or Mason and Geller Direct.

So, I did a search, and sure enough I found several people who worked for us when we were in NY. I invited them to LinkIn with me, and they wrote back about what they were doing, how their families were growing. It was wonderful. Then I went further back in my career when I was President of two other direct marketing agencies, and sure enough found some wonderful friends I'd lost track of...and LinkedIn with them.

This was interesting, as one of my old friends was looking for a position in New York, at an agency...and asked me if I could help him. I knew the president very well, and soon he had an inteview set up. Now, I'm not going to work for any company again (except for our clients) so I figured this is a vehicle to help people find new positions.

Then I found out that it was a way for us to find suppliers in our areas, and also to have a unique kind of contact management system...better than ACT that I have in the office.

I'll write more about my experience there soon. In the meantime, check it out yourself.

Good luck, Lois K. Geller

Physical exam...wasn't even physical. Any of you remember Dr. Marcus Welby?

Lois Geller Marketing Trainer/Speaker/Author (Mason and Geller Direct) — Wed, 19 Dec 2007 08:36:58 -0600

Yesterday I went for my yearly physical. The doctor, who I've known for a long time because he cared for my Mom, too....came into the "examining" room, with his laptop in hand. He sat down in there and asked my when I'd had various tests, and he put them into the computer.

He then took my blood pressure again, because it was high. He mentioned I should be on medication and then proceeded to tell me about how he is having so many problems with Medicare payments. Since I'm not on Medicare...I asked him about my health coverage. "Oh, they're all the same", he said. Then he told me he has 8 staff members that work just to collect money form the health plans and the government.

He said that they don't pay, and when they hire a lawyer to fight the case, the government then tries to negotiate the fees way down. Either way, they lose. Now his son just won a science medal, and he doesn't think that he wants him to go into medicine.

He says the hours are long, he's on duty many weekends, and they are always being squeezed by the HMO's etc.

He then asked the nurse to take my blood. he said I'd better go the hospital and get some other tests too, and that I should make the appointments.

I left, went back to work and this morning I had an "AHA" moment. Have you ever had one of those.

My doctor never even touched my skin yesterday, or even looked at me. I could hve been sitting there with measles and I doubt he would have noticed. It is not that he's not a great guy, he is.

Maybe it is just that the art of doctoring has changed. It has turned into medical laboratory stuff, and real healing, and diagnosis have gone away somewhere.

When I was young, we went to the doctor and he looked at our throats, felt our glands, checked our eyes, and asked us questions about how we felt. It felt good leaving there, because we knew we were in good hands.

In fact a popular television show was Dr. Marcus Welby, who not only helped heal his patients, but also helped them in their lives.

What a shame. Is spent twenty minutes filling out forms there that said I'd pay if my medical coverage didn't and the rest of the time....watching Doctor use his computer.

This morning I woke up and I remembered that my family had a doctor in Long Beach. She took care of my Mom when she seemed very depressed. She visited with her several times, asked questions and then told her that she thought her thyroid might not be working right. My Mom had part of it removed after that in the hospital, and I remember seeing Dr. Karp in the hospital. I thanked her because Mom seemed happier already.

She said, "that's what doctors are for"...to listen to patients and make them better. She'll be fine now, Lois, and she was.

I miss that kind of doctoring. We all need the human touch in the doctor's office or in our marketing campaigns, or in our face to face meetings with our clients.

What do you think?

Miami Beach oceanfront condo, 11th floor, lowest price (for J) ever in building

Lois Geller Marketing Trainer/Speaker/Author (Mason and Geller Direct) — Tue, 11 Dec 2007 18:57:00 -0600

This large one bedroom, one den, two bathrooms, new kitchen apartment features many closets (including two-walk-ins). The sun flows in the windows, and so it is always bright. There is a front entrance and an entrance into the kitchen.

The ceilings are high, the building has been decorated in magnificent taste and the large pool area has easy steps to take you down to the beach, and you can shower on the way back up to the pool.

Concierge, valet, all the amenities that make this apartment a lovely home...including the new price, which has been dropped to $399,000 and a similar apartment in the building is priced at $625,000.

email: loisgeller@masongeller.com

You are your own special Brand..so stand out from your competitors.

Lois Geller Marketing Trainer/Speaker/Author (Mason and Geller Direct) — Sun, 09 Dec 2007 09:54:11 -0600

Big old boring insurance companies used to all advertise the same way. They were afraid they'd look unprofessional if they tried something new or different or unique. Then along came Met Life, and made insurance more approachable by using the the Peanuts crew, like Charlie Brown and Linus and the dog (whose name now escapes me). Other insurance companies cowered in fear when they saw this ridiculous idea. Then they panted in envy as Met Life began to pick up market share. Still insurance companies conitnued to use direct marketing and direct response advertising in serious ways. Then along came another company that was willing to stand out from the crowd. It was a company with a funny name. They took their name to an advertising agency (just like mine), and asked what they could do to be unique. One junior person said "Your name sounds like Quack". It may be a duck...the Aflac Duck, and the rest is history. You can stand out as a real estate agent too. It takes courage "yes", and it's fun and you can create your own brand that will have everyone gravitating to your agency to work with you. Try it...and let me know how it works for you! Lois K. Geller, author of Sold! Direct Marketing for the Real Estate Pro.

Are you sending holiday greetings...to an old friend, like Fran?

Lois Geller Marketing Trainer/Speaker/Author (Mason and Geller Direct) — Sun, 09 Dec 2007 08:03:53 -0600

Fran was a great educator and a real class act. She worked in a university for many years and belonged to a group I do in New York. We used to talk at meetings, and she always had great ideas on how I might build my scholarships and also teach more effectively.

A few years ago, she retired and I lost touch with her because she couldn't get to our meetings any more.

I was thinking about her this year, found her address, and wrote her a note about it, and told her how I was teaching real estate agents quite often now. I didn't know that she was losing her sight. Her friend called me yesterday to tell me that my letter had made her day, her month, her year. She's still holding it in her hand.

So think about someone you know...who wants to hear from you too. Her call made my holiday season even more special.

It is such a great time to get back in touch with past clients, buyers, sellers and see how they are doing. So, make the time to send out some emails, buy some cards and when you're sitting around watching tv, or relaxing...write to those people who have crossed your mind in the last few months.

This year, people will be getting fewer cards than ever before...which means that they'll remember your kindness.

Have you tried Linked In? It is a great relationship building website, and I've enjoyed reconnecting with many old colleagues and friends, have helped by giving them recommendations, offered them ideas of people they can connect with for business...and have a chance to send everyone on my favorite list ...a quick holiday note. Have a great holiday.

Which real estate agent will have a banner year?

Lois Geller Marketing Trainer/Speaker/Author (Mason and Geller Direct) — Sun, 09 Dec 2007 07:43:17 -0600

I was training a group of top real estate agents on Friday, and it was a whole day of direct marketing training for them.

We talked about direct mail, their websites, their advertising...and how to make everything work harder for them in 2008, as they are working on their Plans.

When I looked around this beautiful room, they were all interested, taking notes, asking me questions at breaks and reading the articles I handed out. They asked for copies of the Powerpoint presentation that I gave, and many followed up with specific questions in emails.

We talked about the things that you need to do now, like writing a specific plan, and taking out all kinds of programs that haven't worked in the past. Put that money into new efforts, and test some new strategies to stand out from the competition.

My host gave every agent a copy of my book, Sold! Direct Marketing for the Real Estate Pro. I could tell they'd read it, and I autographed them before I left.

As I drove home, I wondered...how many of the agents will take action? How many will think about the fact that they need more help? How many will take that first step to do the extra things today, so that they can reap all the benefits next year?

I'm not sure, and one woman said that the real secret of her success is consistent efforts every day. I wonder if someone in that room will do something new in direct marketing as a result of the seminar and do it consistently. I bet they do.

Last year an agent sent me 10 pounds of Godiva chocolate to thank me. This year, I hope they send me a stairmaster. And, I hope 5 of them beat their sales from this year!

I "shocked the system" and myself! Anyone know an investor for Miami Beach?

Lois Geller Marketing Trainer/Speaker/Author (Mason and Geller Direct) — Wed, 05 Dec 2007 21:54:23 -0600

My apartment in Miami Beach has a brand new kitchen now and it looks better than ever. I sat down in the living room and looked out at the Atlantic Ocean and thought "this apartment is worth $575,000.

My agent said I had to drop the price way down...and I did to $395,000. It is a quiet time of year as the holidays approach, and I know in my mind that whoever buys it now is getting a big bargain.

How do I find investors? Do you know any I might contact? Thanks for your help

Holiday time is a good time to show your gratitude...

Lois Geller Marketing Trainer/Speaker/Author (Mason and Geller Direct) — Wed, 05 Dec 2007 08:41:09 -0600

Holiday time is always hectic as I find I like to thank everyone for all the good things they do during the year.

So many people have referred my agency to prospects, and others have called about needing training in direct marketing to build their real estate prospect lists. And, so many Active Rainers have given me good advice on what is working for them in marketing and what isn't.

This year I'm sending cards and small gifts to many people. And yesterday, I received a call from a company who sells services to real estate agents. They help farm areas with their lists and sell "off the shelf" creatives. He said that they're not sending cards this year or gifts to anyone.

Well, Scrooge...why not, I asked? He said, there's no money. Well everyone is feeling the pinch, but if I were him..I'd cut back on those client lunches and use the money for gifts of thanks too.

It is the same way with marketing. When everyone was buying and flipping and investing all over, agents said they didn't need to worry about marketing money...because they had it. Well, now is a more important time than ever to do it.

Letters, and cards work better than those postcards because they're more personal. So take the time to write some personal notes to people who have done good things this year. And, remember the people in your office too. They really contribute so much to your success.

Have a happy holiday and good things in 2008.

Lois K. Geller

My creative director will tell you about better prospect lists on video blog.

Lois Geller Marketing Trainer/Speaker/Author (Mason and Geller Direct) — Fri, 30 Nov 2007 16:08:14 -0600

Michael McCormick works in my agency and we know that 40% of the success of your program is the list that you use, 40% of the success is your offer (free tips on buy or selling your home, for instance) and 20% is the creative. What do we spend most of our time working on...the creative. Why? Because it is the most fun. And, if you spend more time figuring out the lists you are using for your mailing...you will get a beter response. So listen to Michael and then ask your list provider about different recommendations...maybe people in a certain area of the city with older homes, and higher income levels, who are ready to retire ...for instance. Think about your lists and read more about them and your direct mail campaign in my new book, Sold! Direct Marketing for the Real Estate Pro, by Lois K. Geller. Thanks and good luck.

Direct mail ideas that will get your prospects to respond to you.

Lois Geller Marketing Trainer/Speaker/Author (Mason and Geller Direct) — Fri, 30 Nov 2007 15:58:23 -0600

Direct mail will work for you, if you plan it right. Talk about your prospect, not you. Consider giving them something FREE, when they respond, and when you email me...you might win a copy of my new book, Sold! Direct Marketing for the Real Estate Pro. Test using testimonials from satisfied clients, and their pictures. Try not using your own picture, especially if it is outdated. Don't talk about you, talk about what is in it for your prospect to contact you. Try some new strategies in your direct mail, and let me know how they work for you. Email me at: loisgeller@masongeller.com

"Shocked the system" with a price drop $136,000 on the Miami Beach apartment.

Lois Geller Marketing Trainer/Speaker/Author (Mason and Geller Direct) — Thu, 29 Nov 2007 10:12:33 -0600

I'm in shock myself. The apartment was listed originally at $535,000 and now it is on for $399,000. It is a huge drop and a big loss as far as I'm concerned, as I'm the owner.

Over $136,000 drop in price. Is this occurring all over in our Miami market? And is it indicative of the glut with all the new building, or is it the fact that there isn't a lot of new businesses moving here?

I just keep thinking with our dropping dollar, Europeans should be flocking to our shores.

What is your opinion?

With the Canadian dollar so strong, do your buyers want South FLorida?

Lois Geller Marketing Trainer/Speaker/Author (Mason and Geller Direct) — Sun, 25 Nov 2007 16:33:31 -0600

For years, I worked in Toronto and in those days in the 80's it was blustering cold. I felt like Anna Karenina then as I blew down Bloor Street.

It was my happiest time though, as I got to work for a wonderful advertising agency up there, Vickers and Benson. It was a place where people behaved well, and maybe that was because Canadians were under the British rule for 100 years longer than we were from the States. People had manners. And, I still have among my closest friends...the people I met in Canada then.

I was just wondering if the folks up there are buying nice condos in Miami Beach, as I'm selling mine. I'd like it to find another nice family to live in it, as it overlooks the ocean and the sun fills the living room and bedrooms. It is a large one bedroom almost 1300 square feet, and has a brand new kitchen. The closets are plentiful and big, and the building has been designed by a real professional.

Let me know: lgeller@masongeller.com. If you refer someone, I will appreciate it very much. I'm not a real estate agent...just the owner.

Advice on marketing my apartment in Miami Beach to snow birds?

Lois Geller Marketing Trainer/Speaker/Author (Mason and Geller Direct) — Sun, 18 Nov 2007 20:40:34 -0600

I'm the marketing guru and I'm trying to figure out how to invite people from Canada and Europe to visit my apartment, and consider buying a lovely place in Florida.

With their dollars so great against ours, and their climates so cold, they're perfect prospects for my apartment and all the others available.

I know mailings to them will work, and they're too expensive. Advertising in their local publications is really a challenge because of the costs. Does anyone have any great ideas for doing in on the internet? And do we have Canadian Active Rainers yet?

Let me know.