PRC's Marketing Nugget

Maximizing Your Return on Investment with Direct Marketing

PRC Market Positioning Group (PRCMPG) — Mon, 10 Nov 2008 11:52:42 -0600

Consistency is absolutely key. Consistency will trump all other factors. Rule of thumb is 1 x week for the first 10 weeks then every 10 days until you have 35% market share or more. Only then can you go to 2 x a month. With that said, I will tell you that in our media planning with clients we stack the mail to reflect the coming trends in production. For example, we do less mailing in November and December (1 piece each) and save the extra pieces for February and March which is 6-8 weeks before the busy listing season. It's a game of impressions a year and keeping top of mind. Anything less is a waste of money.

Branding will save you money. If you are going to take on a direct mail campaign to a geographic farm or target market it will save you thousands of dollars to pay someone to help brand yourself well. Every piece should fit together and be easily recognizable as yours. Every message should have a consistent thread that ties back into your brand and tagline. Good marketing campaigns don't start from scratch every time you send something out, they build on the previous messages and tie into the future ones.

Budget before you get started. Budget for a year at a time. We encourage clients to take 15-20% of their gross commissions and put them into their marketing budgets if they are wanting to grow (10% if they want to maintain). Out of the money that comes in, we allocate and take on mail campaigns is 12 month intervals. Only take on the amount of houses that you can dedicate and be consistent for a 12 month period. It is better to have a smaller number of homes and do it right than run out of marketing funds or cut corners.

Purpose is essential. Ask yourself what it is you are trying to accomplish with each piece. Every piece should have a reason and clear and distinguishable benefit to the recipient. Every card needs to be written from the "what's in it for them" perspective. If you are sending out cards to try and get the phone to ring, every card should have a reason and call to action to do so. Plan your campaigns a year at a time, not only will they make more sense and tie together with your branding better, but you will see a much better return on investment with a focused campaign.

Automate everything. Once you have your year planned out, send the camera ready files to the printer with your schedule and credit card. Let them handle the printing, addressing and mailing and charge your card as they go. The less interaction you have with the process the less opportunity for unnecessary delays and to mess it up.

Want more? Give us a call to set up a strategy session with one of our marketing coaches!

If you are a Realtor® who enjoys working with families, have been licensed for at least three (3) years and have lived in the area you serve for at least three (3) years, we invite you to APPLY to become a PRC Council Member.

***Parent Relocation Council, Inc. is looking for Regional Directors for Northern California, Texas and Hawaii, if you know of anyone who has a great reputation within the industry, has been full time in the real estate industry as an agent, broker or affiliate for more than 3 years and has leadership qualities please let us know at chris@parentrelocationcouncil.org***

Can we be real?

PRC Market Positioning Group (PRCMPG) — Thu, 06 Nov 2008 10:23:29 -0600

I got an interesting email from an agent this week. No, she's not a client, just someone who had heard that I might be able to help her with a problem she was having. Someone had taken the time to register a URL, build a website with enough SEO savvy to get top Google ranking that was completely dedicated to telling the world what a horrible agent she was. Seriously, at first I thought it was funny, then sad, then aggravated. I wasn't angry at the poor guy who felt swindled (although the comments about this person's heritage and family were, well, unfair), I was frustrated that her interest was not in making thing right, but in covering it up.

This morning on Google there were about 1,650,000 results for I hate realtors (which took 0.17 seconds). That is 1.65 million times that someone wasn't slightly disappointed but angry enough to take the time to go online and say something about it. In last year's Harris Interactive poll on "prestigious" careers real estate agents and brokers rated dead last. The interesting dynamic is the top of the list are the careers that are where many of the real estate community come from. Why? and maybe a better question is "What are we, as the minority of professionals, going to do about it?"

We need to start taking seriously the realities the problems within our industry and take a stand to clean them up. We need to increase our standard of service - not for marketing purposes - but because it is the right thing to do. We need to stop making excuses and start finding solutions on how to sell those listings that we took on. We need to take ownership and responsibility (I know neither of those are very popular concepts in society), stop playing the blame game and actively turn the tide of perception for what we do.

I know how hard we work as professionals, how much we do and to what lengths we must go to get the job done. The problem is that those that are good and do the job well are silent about it and those who are bad do all the talking. Walk the talk, talk the walk and be a light of hope to your local community.

Want more? Give us a call to set up a strategy session with one of our marketing coaches!

How to Raise Your Standards until You Are Inspired By Them

PRC Market Positioning Group (PRCMPG) — Wed, 05 Nov 2008 08:51:01 -0600

How to Raise Your Standards until You Are Inspired By Them

These are the strategies to keep tolerations at bay. You'll want to adapt these to fit for your personality and situation, of course, and add new ones that work best for you. But, it's a place to begin your thinking.

Outsource your problems.
Personal or business problems, dilemmas or confusion can all be out-sourced. By that, I mean that you can hire someone who understands the nature of the problem and help you fix it in relatively short order.
Bring in help.
Most tolerations are caused because we are too busy or tired to take care of things properly when they occur and thus be become a toleration. Bring in a house cleaning service, hire a professional organizer to get your papers in order, work with a trainer to handle your body, get someone to baby-sit you each week if you have to, as you clean up your clutter. Hire the neighborhood kid for gardening, have the store deliver your food for you, have someone 'on call' for concierge duties/errands. It's all do-able IF you're willing to stop suffering.
Understand the nature and source of toleration.
Tolerations don't just happen by themselves -- something causes them.
See the "good" in the toleration.
Tolerations can have some real benefits, even if they are ultimately costly. Think of the oyster with the bit of sand or shell that irritates it. The byproduct can be a beautiful pearl. The question to ask yourself is "Can I afford the cost of this toleration?" Sometimes the answer is yes and sometimes it is no. You don't have to eliminate tolerations just because you notice them.
Involve your partner/friends.
Getting rid of tolerations can be a lonely task if everyone around you doesn't understand what you're talking about.I highly recommend you find one or two key people in your life who are open to this focus for the next 6 months and then both of you can support each other.
Adopt the TFZ mantle.
This may seem obvious, but we believe that just by starting to call yourself a TFZ (Toleration-Free Zone) that you start to change and will start to tolerate less
Restore your integrity.
If you've got cracks in your integrity, you are providing a feeding ground for tolerations. Think of a crack in the asphalt. Come winter when ice forms, the crack will get wider. And then comes a heavy truck and "all of a sudden," you've got a pothole in the street. I put all of a sudden in quotes, because we all know that potholes don't just happen. They start with a crack. It is the same with tolerations. They start in the cracks and crevices of where your integrity isn't strong.By integrity, I mean what "you're doing that is not the best for you." You restore integrity by telling the truth and then putting that truth into action by changing yourself, your behavior and/or your environment.When your integrity is strong, you have very few tolerations -- there is no place for them to 'start.'
Raise your standards and extend your boundaries.
Most of us put up with things because our standards or boundaries are too weak. Too much stuff comes in through our filters (boundaries) over the transom (our standards). The trick is to increase both, which better filters out the thousands of events or things during the day that can stick to you or your environment and become a toleration.
Recognize the opportunity costs that tolerations carry.
There is a cost to everything. You can measure this cost in several ways -- the cost of time it's taking you to read this, or the financial cost of maintaining your lifestyle or the physical cost of stress to your body.There is also a type of cost called an opportunity cost. In other words, it's the opportunitiesthat you cannot have because you are currently working on/benefiting from the opportunities younow have.
Simplify your life.
One of the best ways to reducing tolerations is to simplify your life. Complex lives create lots of particles to manage and that can go wrong. A simple life reduces the chance that you'll have lots to tolerate. Some people think that you can't have a rich life if it's simple one. A simple life IS generally quieter, but rich in the subtleties.

Want more? Give us a call to set up a strategy session with one of our marketing coaches!

***Parent Relocation Council, Inc. is looking for Regional Directors for Northern California, Texas and Hawaii, if you know of anyone who has a great reputation within the industry, has been full time in the real estate industry for more than 3 years and has leadership qualities please let us know at chris@parentrelocationcouncil.org***

Inspiration vs. Motivation

PRC Market Positioning Group (PRCMPG) — Tue, 04 Nov 2008 09:00:21 -0600

Just a short thought of the day to ponder -

When you're inspired, you don't need motivation as much. When you're inspired, your internal "system" is touched to its core and it lasts for at least a year, or often a lifetime. When you're motivated, it's generally temporary, because only your ego or instinct is touched. When you're inspired, you are more yourself. When you are motivated, you become excited about acquiring (greed) or becoming like someone else, such as a public figure or a celebrity. You are cranked up, but your enthusiasm fades when you're out of the motivating environment or relationship. Motivation is an external, temporary high. Inspiration is an internal glow.

Want more? Give us a call to set up a strategy session with one of our marketing coaches!

***Parent Relocation Council, Inc. is looking for Regional Directors for Northern California, Texas and Hawaii, if you know of anyone who has a great reputation within the industry, has been full time in the real estate industry for more than 3 years and has leadership qualities please let us know at chris@parentrelocationcouncil.org***

The First Step to Success

PRC Market Positioning Group (PRCMPG) — Mon, 03 Nov 2008 10:40:31 -0600

"The first step to success is to stop lying to yourself"

I would dare say that the vast majority of people would consider themselves honest, ethical people. In fact, I was in a room of 500 top producing agents when the speaker asked who in the room felt they had integrity. 98% of the room raised their hands. When asked to lower their hand if they had ever lied to themselves or made a promise, resolution or goal and not kept it all the hands went down.

Our quest for success starts within and to truly address the issues that are getting in the way of our achieving our wildest and most audacious dreams we need to have an honest look at ourselves. Our justification, excuses and reasons are all hindering us. The first step to our success is to face the truth about our situation.

I am not talking about condemnation, guilt or shame - none of those have a place in helping us. But honesty and truth, yes, honesty and truth will allow us to see things for what they are. Once problems and issues are identified our mind has a way of seeking answers that were previously hidden from us. I'm not talking in a meta-physical way, but in a very practical way. Our mind blocks millions of things a day from our 5 senses that it doesn't feel are relevant. When we face our issues, the possible solutions become relevant and our mind will allow us to see and hear them.

If we want to achieve success, whether it is an increase in income, growth in business or overall life balance, we must first face the truth of where we are and the very real disparity of where we want to go and seek the solutions that will allow us to bridge the gap.

Remember, The first step to success is to stop lying to yourself.

Want more? Give us a call to set up a strategy session with one of our marketing coaches!

***Parent Relocation Council, Inc. is looking for Regional Directors for Northern California, Texas and Hawaii, if you know of anyone who has a great reputation within the industry, has been full time in the real estate industry for more than 3 years and has leadership qualities please let us know at chris@parentrelocationcouncil.org***

So You're in Print: Now What?

PRC Market Positioning Group (PRCMPG) — Thu, 30 Oct 2008 11:20:26 -0500

You've done it. You've written an article that has been printed in a newspaper or magazine. Congratulations! You did well. But now what?

That's right; now what? Today's newspaper or magazine is tomorrow's recycling, but that doesn't mean that the life of your article is over -- far from it, as a matter of fact.

That piece you've written and gotten published, whether it is a top 10 list, book review, article, or "think" piece (like an editorial or letter to the editor), still has lots of promotional juice left in it if you know how to squeeze it out.

Here are just a few things you can do with your published works, once the rest of the world has moved on to the next edition of whatever periodical has published your piece:

Tell the world about your published status by posting your piece on your web site. You can either post a PDF of the article, or a link to the publisher's web site (assuming it is on their web site), or you can post the original copy you submitted along with a mention of when and where it was published.

Frame it. That's right, make a nice clean copy on archival paper, lay it out nicely to fit on a single page, and frame it like a photo. Hang it proudly in your office or reception area, so that your visitors who missed your piece when it was published can see what it looked like, and be just as impressed (if not more so) than the readers who stumbled over your article in the first place.

Copy it. You can use the layout you created to frame your article or the PDF you made for your web site to make copies. Include the banner of the paper or magazine, along with the date, so that it is obvious when and where your piece originally appeared in print. Be sure to add your contact information as well, because you never know who might end up with a copy (and they might want to contact you). Use both sides of an 8.5x11" sheet of paper if you have to, but make it look nice.

Use the copies in your press kit (which is now growing with the addition of your published pieces), so that you have proof that your expertise is recognized by some third party (such as the publisher).

Mail copies of your article to your clients with a short note.

Copies will come in handy for getting business, too. You can include a copy with your proposal, bid, or sales information to demonstrate your expertise.

You might also use it to get back in touch with prospects who haven't committed to working with you yet. Just send the copy with a business card and a short note that says something like: Hi Prospect, Did you happen to see this article in the Business section of the Times on Saturday? I know you are interested in [whatever you wrote about], and thought you might like to see this. I'll be in touch soon! Best regards, Your Name.

Submit the article for publication in other media. Yep, once you've published it in one publication, others might be interested in reprinting it. Distribute your piece to online article banks, EZines, and information sites for reprinting. Or submit it to the newsletters of your trade associations or networking organizations. Very often, they are looking for content, and since your article has the endorsement of the publication that published the first time, it might look mighty good to others.

Send it out as a press release. At the very worst, nothing will happen, but other media could pick it up to use as a filler piece. And there is always the possibility that an editor might be looking for an expert with your background, and may call you for an interview.

So whatever you do, don't just let your published article fade away. Use it again and again to get the most from your work. You'll raise your credibility in the eyes of your clients, prospects, and the world. And you'll have something to remind yourself of how good you can be when you put your mind to it.

Want more? Give us a call to set up a strategy session with one of our marketing coaches!

***Parent Relocation Council, Inc. is looking for Regional Directors for Northern California, Texas and Hawaii, if you know of anyone who has a great reputation within the industry, has been full time in the real estate industry for more than 3 years and has leadership qualities please let us know at chris@parentrelocationcouncil.org***

How Coffee can Save Your Business

PRC Market Positioning Group (PRCMPG) — Mon, 27 Oct 2008 12:15:43 -0500

I had two really good agents enter into an extended slump. Not all that uncommon over the last couple of years. After talking to them at some length I discovered they were spending way to much time in their cushy home offices. So I took them away - not literally of course, but figuratively. I told them that they had to close the door and they weren't allowed in for 30 days. Instead I asked them to go to Starbucks with their laptops and do their work from there.

Within 2 weeks both of them were back on the side of positive momentum with fresh leads and activity from folks they had run into at Starbucks. Within 4 they were back in the saddle, flush with new transactions and able to re-enter their home office with a renewed focus and perspective.

The biggest thing when you find yourself in a slump is to go to the people. We tend to hide and bury ourselves with busywork to feel busy instead of focusing on productivity.

Want more? Give us a call to set up a strategy session with one of our marketing coaches!

***Parent Relocation Council, Inc. is looking for Regional Directors for Northern California, Texas and Hawaii, if you know of anyone who has a great reputation within the industry, has been full time in the real estate industry for more than 3 years and has leadership qualities please let us know at chris@parentrelocationcouncil.org***

How does your web site attract prospects?

PRC Market Positioning Group (PRCMPG) — Fri, 24 Oct 2008 11:10:21 -0500

Two words: Sticky content.

Sticky content is information (web site content) that makes people stick around and return for more. Examples are how-to articles, tips and tricks, beginner's guides, and any other free information that your clients and prospective clients would find of value.

Keep in mind that the more content you have, the stickier your site is. Sticky is good for at least three reasons: It gives your visitors a reason to come back again and again; it gives your visitors a reason to tell others about your site; and it demonstrates your expertise for people who are interested in your services.

With good content, you will be able to gather leads, acquire names for your mailing list, as well as offer good reasons for your visitors to tell their friends and colleagues about you.

Want more? Give us a call to set up a strategy session with one of our marketing coaches!

***Parent Relocation Council, Inc. is looking for Regional Directors for Northern California, Texas and Hawaii, if you know of anyone who has a great reputation within the industry, has been full time in the real estate industry for more than 3 years and has leadership qualities please let us know at chris@parentrelocationcouncil.org***

Are you an expert?

PRC Market Positioning Group (PRCMPG) — Thu, 23 Oct 2008 15:40:07 -0500

More and more we as an industry have distilled ourselves into the lowest common denominator. You see it on the plethora of real estate agent's websites - "we work with buyers and sellers, investors, renters, those thinking about any of the above now or might be thinking about any of them in the future", in one or more cities, counties and God forbid, states. In fact, truth be known, most of the agents you know would work with almost anyone who would fog a mirror.

I understand why people do this, they come from a place of scarcity and fear. I mean, what if I lost the opportunity to close one sale, another opportunity may never come along again. Most of the industry has never figured out the lead generation and rainmaking piece of their real estate business so every prospect is treated like it is gold. Trust me, your attitude changes when you go from getting the random one new lead a week to having a steady flow of 100 a week.

The problem is this - if we never focus, we never really get good at anything. We become a jack of all trades and a master of none. Being an expert is much more than declaring yourself one on your latest postcard. It is really knowing the community you live and work in. Not only where the schools are, but who the teachers are. Who local business owners are, where the best places are for a romantic dinner out. When are the best community activities and what are the future plans at city hall. Much less how much Mr. Steven's house down the street sold for.

Establishing value and creating a business that is worth having demands we get to the point where we can outshine every other agent in our area in something and the only way to get good at one thing is to give up holding on to the many things.

Want more? Give us a call to set up a strategy session with one of our marketing coaches!

***Parent Relocation Council, Inc. is looking for Regional Directors for Northern California, Texas and Hawaii, if you know of anyone who has a great reputation within the industry, has been full time in the real estate industry for more than 3 years and has leadership qualities please let us know at chris@parentrelocationcouncil.org***

Why 90% of the market is controlled by 10% of the agents

PRC Market Positioning Group (PRCMPG) — Wed, 22 Oct 2008 10:55:43 -0500

"In a sea of other REALTOR® faces, what do you do to stand out?"

I've asked this question countless times to agents across the country and I am constantly astonished with the answers I get. Some reply that they give great service, some always wear a hat, some do coloring contests in their geographic farm. But most, just look like a deer in headlights, shrug their shoulders and stare at their shoes and mumble "I don't know."

I won't try to help those that work in real estate part-time here. Honestly, the kindest thing you can do for the field and your clients is to get out of the business and stop pretending. It's not that you aren't a great person, that Jesus doesn't love you or anything, it's just that both your family and your clients deserve better. Nor am I trying to help those who are content doing a transaction every few months and call real estate home because they need a social outlet. Again, there is room in the world for these fine people, we need those that have perfected making coffee and will work the up-desk in the office. But for those who really want to win and make real estate your profession and business, command of market share is not a luxury but a necessity.

90% of the market is controlled by 10% of the agents and it is not by happenstance. When all else is boiled away, the real estate business is dominated by those who understand how to market themselves and are willing to invest the money to do so. Yes, those that prospect can do well, but those who understand marketing create the rules and leverage them in an unfair way to work toward their advantage. In today's marketplace the "I'm number 1" is quickly losing ground to the values based marketing message. Authenticity is starting to rule the day and our consumers are demanding a level of transparency in light of the collapse of the major institutions that have ruled Wall Street for the last few decades.

Real Estate and the world in general is becoming far more consumer centric which is a very good thing. And those at the top of their game should be taking a look at refreshing their marketing and business before the next cycle takes hold. Now is the time to be making those changes, not when business picks back up and the cash flow is strong. The best place to start when looking toward your next marketing makeover look to connect to your perfect clients through those things you care most about and the values you hold most dear. When your business is based in those ideals you won't have to fake it, you'll love waking up each day and you will build a business that will never be in need of clients.

Want more? Give us a call to set up a strategy session with one of our marketing coaches!

***Parent Relocation Council, Inc. is looking for Regional Directors for Northern California, Texas and Hawaii, if you know of anyone who has a great reputation within the industry, has been full time in the real estate industry for more than 3 years and has leadership qualities please let us know at chris@parentrelocationcouncil.org***

Can I get some truth in here?

PRC Market Positioning Group (PRCMPG) — Tue, 21 Oct 2008 10:56:21 -0500

I have heard at least 100 times that in today's market, agents aren't struggling with getting their base rate commission. Yet, MSNBC and Consumer reports published the following story -

Home sellers can haggle over commissions - Consumer Reports study showed 71 percent who bargained got lower rates - http://www.msnbc.msn.com/id/26014600/

Among the results that the article states, "Consumer Reports found few differences among the major real-estate companies in overall performance. There were slight differences in companies' willingness to negotiate on commissions when asked, however."

Before you get high and mighty and say "not at my company" look at who was represented -

Here's the percentage of sellers who got lower commissions from certain companies from a study by Consumer Reports:

77 percent - RE/MAX Realty
76 percent - Independent agents
70 percent - Other companies
67 percent - Century 21 Real Estate
67 percent - Keller Williams Realty
67 percent - Prudential
64 percent - Coldwell Banker

Even, CB, doing the best in the study, gave up their commission 6.4 times out of every ten.

We have a serious value proposition issue. There seems to be a divide between what we think we shoul charge (our base rate) and what we negotiate down to (what the consumer thinks is fair).

Part of the value challenge is that you, in your current office, sit next to (or in close proximity) to someone who delivers less than you, yet charges the same or more. Which only reduced the future value credibility for the industry. In fact, the guy who has been licensed for 2 weeks is just as likely to charge the same rate as those who have been practicing for 25 years. It's not fair, it's not right and it is not in the consumer's best interest. No wonder there are more than 1 million pages of consumer blogs dedicated to "I Hate Realtors." That doesn't represent those that are unhappy, but those who are pissed.

An to make matters worse, the gatekeepers of trust, the brokers and brands, don't have any incentive to call the practice out - I mean seriously, you'll never see an ad by CB saying "we have 110,000 agents, but we wanted to give you the names of the 30,000 that are worth anything." They make the distinction internally; they allow their "A" team, or certified agents to handle the relocation business. But to the consumer, not a word is mentioned.

Our industry is changing, and we think that if we just hold on and close our eyes the issues will go away. I have heard of hundreds of solutions, but very few that make much sense to both consumer and professional. I am all for giving value and have long held to the practice of refunding every cent that a client feels I didn't earn. It's high time we take a long look in the mirror, get ego and pride out of the way and start addressing the very real problems and issues that face us as real estate professionals.

"If you don't change, reality in the end forces that change upon you."
- Stuart Wilde

Want more? Give us a call to set up a strategy session with one of our marketing coaches!

***Parent Relocation Council, Inc. is looking for Regional Directors for Utah, Texas and Oregon, if you know of anyone who has a great reputation within the industry, has been full time in the real estate industry for more than 3 years and has leadership qualities please let us know at chris@parentrelocationcouncil.org***

Inspiration vs. Motivation

PRC Market Positioning Group (PRCMPG) — Mon, 20 Oct 2008 18:16:14 -0500

Just a short thought of the day to ponder -

Want more? Give us a call to set up a strategy session with one of our marketing coaches!

Oh, If Only I Could Remember His Name...

PRC Market Positioning Group (PRCMPG) — Fri, 17 Oct 2008 15:21:09 -0500

Do you struggle with names? This has personally plagued me for years and is a constant struggle in a people business where we meet new potential clients on a daily basis. However, I also know that there is no quicker way to impress someone than to remember their name, especially after a long time has gone by.

Here's a tip from a memory master (and yes, I paid dearly for a seminar that I am boiling down to a 30 second email because I am all about, say it with me, helping you make more money, make it faster, and with less cost). Here you go with the tip -

Use the SAVE method:

S - Say name 3 times when first talking to them

A - Ask a question about the name

V - Visualize a memory hook. If their name is Lake, visualize them swimming in a lake

E - End the conversation with their name

You won't believe how well this little tip works when we put it into play.

Want more? Give us a call to set up a strategy session with one of our marketing coaches!

Marketing by Design

PRC Market Positioning Group (PRCMPG) — Thu, 16 Oct 2008 12:49:12 -0500

Most of our marketing efforts as an industry have been a series of trial and error decisions, made on a reactionary basis at the hands of a professional salesperson trying to extol the benefits of their wares. It has had very little root in systematic evaluation or factual data. We have been sold that "we have to get our name out there" and taken to the cleaners by affiliate industries that have made a fortune by taking advantage of our naivety.

As a master at your craft, you recognize that you need to run your business on fact, not emotion. It is not only helpful, but absolutely essential to take an honest look at what you are doing, why you are doing it and what you expect at the end of the day. The days of slinging mud on the wall and seeing what sticks are over, and guessing what will be effective will be reserved for those who represent the 90% of the industry that scrounges for 10% of the business.

What do you do that sets you apart?

What makes you different?

What ROI (return on investment) do you demand or expect from your marketing and advertising programs?

Does every piece of marketing material reinforce your brand?

Does every piece answer a need or offer a solution to a problem that the prospect has?

Do you have a marketing plan or is it piece meal?

What are you expecting as we enter the end of summer? Expect the best and if you don't know how to get it by all means have someone, whether it be another agent, your broker or a coach help take some of the guesswork out of this crazy business.

Want more? Give us a call to set up a strategy session with one of our marketing coaches!

Beckman's Rules for Living

PRC Market Positioning Group (PRCMPG) — Wed, 15 Oct 2008 12:35:23 -0500

I was pursuing one of my journals looking for some point of inspiration to share. As I looked through the pages, I came across Arnold Beckman's Rules for Living that he had hung in his office. I think they are just as applicable today, and for our business, as they were in his time and industry.

Arnold Beckman's Rules for Living

1. Have absolute integrity in everything.
2. There is no satisfactory substitute for excellence.
3. Have moderation in everything, including moderation.
4. Hire the best people, and then get out of the way.
5. Don't be afraid of making mistakes, if you are not making mistakes, you are probably not doing very much.
6. Acquire knowledge and always ask "why."
7. Don't take yourself too seriously.

Want more? Give us a call to set up a strategy session with one of our marketing coaches!

Marketing Module - Using PRC to Win with FSBO's

PRC Market Positioning Group (PRCMPG) — Wed, 10 Sep 2008 09:41:40 -0500

This week's Council Member Marketing Module is now uploaded and available for download and will be posted for the next 7 days.

Session Title - Using PRC to Win with FSBO's

Session Description -

Most of our sessions revolve around the art of marketing, but what about developing "now" business? Today you will learn how to leverage the PRC message in a FSBO campaign that will leverage you as THE expert to sell the prospect's home.

This program is designed to be effective, systematic and comfortable for even those who cringe at the mere mention of the word "prospecting."

To download this week's notes, audio and/or video click here

Rules for Fun and Profitable Networking

PRC Market Positioning Group (PRCMPG) — Tue, 09 Sep 2008 09:39:36 -0500

Networking, when done correctly, is fun and profitable. I know from my experience, as well as from the experience of my colleagues and clients, that networking is a great way to meet new friends and make valuable connections for my business, which often result in new clients. After all, we all know that people do business with people they know, like and trust.

I know this, and as I just mentioned, many of my colleagues and clients know this, but every once in a while, I meet a few people who insist that networking doesn't work for them. After asking just a couple of questions, the reasons why networking doesn't work for them become obvious: They're not following the rules.

Never heard of the networking rules? Here are a few I've picked up in workshops and various reading. Oh, and a few from that Special-Ed school...you know the one: ‘Hard Knocks"? So, here you go:

1. Attend meetings or events where your ideal clients gather. This sounds like a no-brainer, but until you're very clear about whom you serve, it will be very tough to meet your clients. Merely attending random events with the intent of converting everyone you meet into clients just doesn't work, so you need to figure out where your clients are gathering, and meet them there.

2 . Attend meetings or events where your colleagues gather. Belonging to a trade or industry association is valuable for the support, community and educational aspects, and the connections you can make there will benefit you as well. Also, it doesn't hurt to have a good network among other REALTORS®!

3. Share a ride but not the whole evening with your friends. I'm all for car-pooling, but you really need to be on your own at meetings when you intend to network. You look more approachable when you're alone, and you have more autonomy as well.

4. Set goals for the event. I never attend a networking meeting without specific goals, and neither should you. My default goal is to introduce myself to at least five people in the room, which is a great goal for almost anyone. If you're feeling self-conscious or shy, look around to see if there are any other people standing alone, and introduce yourself to them. Don't worry about getting trapped in a conversation you can't escape; nobody is looking for a new best friend. As a matter of fact, most of the people are there for the same reasons you are.

5. Wear a nametag on your right shoulder. A nametag identifies you (handy when you're trying to meet people), and putting it on your right shoulder allows right-handed people to see it clearly when you extend your arm for a handshake. If you wear your nametag on your belt, or on a lanyard on your chest, people's eyes may stray to places that aren't appropriate for public inspection, so do yourself (and the people you meet) a favor, and put your nametag in an easy-to-see-and-read spot.

6. Be prepared to introduce yourself well. There are usually two opportunities to introduce yourself at a networking function: As you wander around the room meeting people casually, and again when the group does the round robin of introductions. My apologies if this sounds remedial, but you must be prepared to say your name, your company name or your professional title, and your ‘Sound Bite'. Your ‘Sound Bite' is a seven- to nine-word phrase that distills the essence of your value to a particular market.

Sadly, I've met too many people who can barely spit out their names, let alone their company names or professional titles. If you're not comfortable using your ‘Sound Bite' during casual encounters, here's a tip: Greet the person, say your name, and ask what he or she does. Example (this is best when you can read the person's name off her name tag): "Hi Nancy, I'm Ronnie. What do you do?" The obvious path for this conversation to take is for the other person to tell you what she does, and then ask you what you do.

7. Have a great answer to the "what do you do?" question. This is the perfect time to haul out your ‘Sound Bite'. When anyone asks me that question, I say, "I help small businesses attract more clients." Talk about impact! That opens up the conversation immediately, and gives anyone who meets me a good idea of what I do.

8. Be prepared with a great follow-up to your ‘Sound Bite'. If you are lucky enough to hear those three little words ("tell me more!") as a response to your ‘Sound Bite', you've got up to 30 seconds to share more information about your work and yourself. Bear in mind that 30 seconds is a long time in boredom years, so be prepared with a succinct, interesting response that invites even more interest. (For some hints about what to say after your ‘Sound Bite', see my web site for the article of the same name.)

9. Take advantage of the visibility opportunities. Many groups offer places to display marketing materials, or even allow members to make short spotlight presentations. Two words of advice: Do it! This visibility will help people get to know you, and possibly remember you when the need for the service you provide arises.

10. Follow up with everyone you meet. Send a personal note telling every person you met that it was nice to meet him or her. If you met anyone really interesting, consider adding that person to your Group 100 list. You'll be remembered, and will be closer to having a real relationship with those people, who may then start referring prospective clients to you.

11. Don't assume that just because one person isn't a potential client for you, that the relationship has no value. The plain truth is that every client you've ever wanted (yes, including heads of state and celebrities) is a mere six people away from you. You won't find your referral partners quickly and easily if you expect to trip over them at a Rotary meeting holding a sign that says, "I know many of your potential clients," though. What you will find at trade and association meetings are people who know other people, who know even more people, who might be great clients for you. But those great clients won't be able to find you if you don't make some connections first.

Like all rules, these can be bent, broken or ignored all together when the time and circumstances are right, but if you're still a rookie Networker, I wouldn't risk it. Just follow these simple rules and you'll find that the time you invest in networking is time well spent.

Want more? Give us a call to set up a strategy session with one of our marketing coaches!

Secrets to Successful Branding - The Law of the Generic

PRC Market Positioning Group (PRCMPG) — Mon, 08 Sep 2008 09:20:08 -0500

Secrets to Successful Branding - The Law of the Generic

If, we, as the real estate community really understood the concept of branding and its importance, we would save a fortune by cutting the misplaced dollars we are spending in the name of "getting their name out there."

Most of us are re-treads - people who fell into this business and came from some other background. In 15 years of asking, I've only found one person who grew up wanting to be a real estate agent (and she is no longer in the business). I can't tell you how many people I've interviewed as a Broker that said the reason they wanted to be an agent was because they liked houses and people. If that is the sole reason they are here my advice to them has been - "Don't get started in this business because in 6 months you will hate them both."

Those that make it in this industry in today's world are those that approach it with an amount of business prowess. Unfortunately, that isn't taught in the "learn everything you need to know to become successful in real estate in two weeks" class. So, we throw the newbies to the vultures (vendors who sell BS products that do nothing but line the pockets of the vendors and serve as filler our nation's dumps). We let them sling mud on a wall and see what sticks and hope against hope that they will be one of the very few fortunate ones who will survive the first three years.

Over time, those that emerge as mega agents realize that to truly win in this you must realize that it is a business not a career (and there is a major difference) and start learning how to become the "RainMaker." Although we have dozens of proprietary campaigns to generate more leads, from time to time, we need to strip back to the basics and dive into the philosophy to align ourselves with the right thinking to launch our business to the next level. This week, it's all about how to brand effectively so that you may maximize your ROI in any marketing or advertising program your engage in. From Al Ries, a master of marketing and branding in the retail sector, we take the lessons and apply the fundamentals to our real estate businesses.

One Secret in Branding is the Law of the Generic

One of the fastest routes to failure is giving a brand a generic name. The generic is forgettable and will be attributed to something or someone else. You are much better off creating a word for a brand than using the generic - think Google.com vs. SearchEngine.com or Amazon.com vs. Books.com or Redfin.com vs. WebsiteBasedRealEstateCompany.com

In the world of real estate, our default brand of old is our high school headshot picture. We slap it on everything we do because someone back in 1985 told us that was the ultimate expression of personal promotion. Although, your picture does allow you to be unique (and unique used in this way is better for some vs. others) it also is inherently problematic as a brand.

I live in an area that has a predominate luxury agent. She has a large team and she has used her picture in almost every conceivable place over the years. I remember distinctly the day I got to meet her at one of her palace listings almost 15 years ago. As she greeted the agents who graced her broker open and introduced herself, I did not recognize her. In fact, I thought that she was in distinct danger of failing prey to a lawsuit over false advertising. All these years later, she still uses the same picture (that was heavily re-touched 20 years ago - and the years between now and then have been less than kind). She is handcuffed to that picture; if she changes it her brand will de-stabilize her brand and if she doesn't she will be increasingly held as dishonest. Either way she loses. Establish your brand and logo with longevity in mind.

Want more? Give us a call to set up a strategy session with one of our marketing coaches!

Relating Skills that Win

PRC Market Positioning Group (PRCMPG) — Fri, 05 Sep 2008 14:03:43 -0500

I am asked from time to time why some do so well in this business and some, well, don't. There are more than a handful of "secrets" but there are very few that are more important that mastering your relatioanl skills. In fact, there is nothing in this world that pays better, in every realm of life, than relational skill mastery. Here's a few things to keep in mind as you go through your day.

Don't just listen to or understand people: Really hear them.
Love and support everyone, but require their best.
Speak in messages, not clichés, opinions, or possibilities.
Communicate fully in the moment.
See faults in people, but accept them.
Be unconditionally constructive.
Fully handle tasks.
Don't seek credit.
Want the best for people, but don't be tied to it.
Show people you care.
Be others focused.
Be interested in the conversation at hand.
Appreciate others.
Watch your association.
Be interdevelopmental with people: Not codependent, dependent, or merely interdependent.
Be grateful to and for others, and they feel it.
Cause things to happen, don't wait for them to happen.
Always add value.
Give the gifts that the other person really wants.

Want more? Give us a call to set up a strategy session with one of our marketing coaches!

Who's in control?

PRC Market Positioning Group (PRCMPG) — Thu, 04 Sep 2008 08:08:29 -0500

"In life, you are either moving in the direction you want to go or someone is moving you in a direction they want you to go."

Who do you let make or influence your decisions? Really, who has access to that area of your life? Is it a spouse, a manager, a coach, or do you regulate that all important responsibility to the other agents in your office that spend more time making coffee than doing business? I don't want to be too harsh, but I can't express how important it is to protect your core vision and motivation.

The "why" you do is far more important than any other factor. The "what" you do can be formulated, changed and is in constant flux. But "what" you do only make sense in the context of "why" you do. If you aren't designing your business with the end in mind, you'll end up with a job in real estate that you hate instead of a business that you love because it provides for you and protects your core values.

Want more? Give us a call to set up a strategy session with one of our marketing coaches!

Sudden Slump?

PRC Market Positioning Group (PRCMPG) — Wed, 03 Sep 2008 08:11:14 -0500

When I see a high performance agent or team hit the skids or slide sideways in business, it is almost always a problem on the personal level. One of the reoccurring issues is a tap root of bitterness that is held. In order to break free and get back on track we need to pause the business coaching and start working through the issue.

One of the fundamental truths we start with is to come to see how staying unresolved with someone or something in your past hurts you far more than it hurts anyone else. My grandfather, an old preacher, used to have a saying that he would use from time to time in his sermons - "Bitterness is a poison that destroys the vessel in which it's stored far more effectively than on the person on which it is intended to be poured."

When we can see that it is hurting us far more than the other person it enables us to face the very real benefit of forgiveness and letting it go. Those unresolved issues are an anchor that chains us to our past hurts, disappointments and wounds. While the anchor holds, we have no hope of sailing on to our dreams. The former always restricts the latter.

When we are held up and haunted by the hurts of the past, learn to see them as the cancer they are and learn to forgive and let go.

It's in your benefit to do so.

Want more? Give us a call to set up a strategy session with one of our marketing coaches!

Are You Marketing by Design?

PRC Market Positioning Group (PRCMPG) — Tue, 02 Sep 2008 09:22:53 -0500

What do you do that sets you apart?

What makes you different?

What ROI (return on investment) do you demand or expect from your marketing and advertising programs?

Does every piece of marketing material reinforce your brand?

Does every piece answer a need or offer a solution to a problem that the prospect has?

Do you have a marketing plan or is it piece meal?

Want more? Give us a call to set up a strategy session with one of our marketing coaches!

10 Goals to Reach in the Next 90 Days

PRC Market Positioning Group (PRCMPG) — Fri, 29 Aug 2008 10:34:08 -0500

10 Goals to Reach in the Next 90 Days

What are the goals you most want to set for yourself for the next 90 days?

Please select only those goals that you really want, not the ones you should, could, oughta, or might want. Look deep inside, write down your 10 personal and professional goals, and discuss these with your coach. When you set the right goals for yourself, you should feel excited, a little nervous, and ready and willing to go for them!

Don't select the goals you historically have chosen but never reached, unless you're in a much better position to reach them now.

Start Date	Finish Date	The Specific Measurable Goal	Completed
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Please develop a three-step action plan or strategy for each goal and fine-tune this with your coach.

What are the personal or professional benefits to you of accomplishing these goals?

Want more? Give us a call to set up a strategy session with one of our marketing coaches!

PRC Marketing Module - The Secrets of Internet Buyers

PRC Market Positioning Group (PRCMPG) — Thu, 28 Aug 2008 13:21:57 -0500

This week's Council Member Marketing Module is now uploaded and available for download and will be posted for the next 7 days.

Session Title - The Secrets of Internet Buyers

Session Description -

If 90% of buyers are starting their search on-line, why aren't those numbers being translated to our business?

More often than not, it's because of the dramatic communication and expectation gap between the internet buyers and the traditionally trained real estate agent.

Chris Pollinger, President of PRC, will show you that this group can be tapped, why they think the way they do and how to capture and convert web inquiries to provide an ongoing source of fresh leads for you and your team.

To download this week's notes, audio and/or video click here

Secrets to Successful Branding - The Law of the Company

PRC Market Positioning Group (PRCMPG) — Thu, 28 Aug 2008 09:11:59 -0500

Secrets to Successful Branding - The Law of the Company

One Secret in Branding is the Law of the Company

Brands are brands. Companies are companies. There is a difference. Think of You, Inc. as your company with you as the parent. Each of your brands are like your kids; each with a distinct personality and gifting. Each should have its own life and destiny. Each of your brands is going to have a purpose or niche within the marketplace. You, Inc. needs to manage the brands and determine when and how you want to grow as a business. You should have as many brands as you need to effectively cover your business plan, but just like kids, be cautious with giving birth to too many at once. Your brands should be the individual building blocks to your marketing success.

Want more? Give us a call to set up a strategy session with one of our marketing coaches!