Karen's Blog

A New And Different Agent: Examining Old And New Models

Karen Ross (Esslinger Wooten Maxwell) — Wed, 30 Sep 2009 22:04:45 -0500

According to Seth Godin, popular author on marketing: "The future is just like the past (but shinier)." He goes on to say,

"Of course, it's not true. . . . . . . .Your industry has been completely and permanently altered by the connections offered by the internet. Your non-profit, your political campaign, your service business. Not a little different, not just email enabled or website marketed, but overhauled. Unfortunately, that's hard to embrace. But it's still true."

Then Seth asks the question:

"What are you going to do about it? If you were starting your business today, knowing what you know now, how would you do things (very) differently?"

The old-model agent: Even though the experienced agent has a career full of knowledge and skills that have been developed through time (and could be referred to as the "School of Hard Knocks"), some experienced agents have been slow to embrace the new business models. As Godin points out, the Real Estate industry has been overhauled. Yet, many agents have not overhauled their business techniques, goals and marketing strategies. This leaves some experienced agents' old business up for new grabs because the "old business" expects the agent to be as savvy or more savvy than the new agent who is fresh out of Real Estate school. The "old business" expects that the experienced agent has not only built his business on knowledge and skill, but that he has expanded his knowledge with new models - new sales and marketing techniques - and all that the technology world has to offer.

The new-model agent: Often our managers ask the agent (interviewee) sitting across the table, "Why do you want to go into Real Estate?" as he hands over his resume - one that would impress most CEOS on Wall Street. They may be JDs, MBAs or PhDs -- trading their posh offices for challenging sales careers. Because of their education and business acumen, they feel they have much to offer the public in the Real Estate arena.

What came first - the chicken or the egg? Does the highly educated agent feel that because he has the education, he must "save face" and succeed - no matter what career path he takes? Or it is because he had the fortitude to finish his education and succeed in Career No. 1, he has the ingredients and gumption necessary to succeed in Career No. 2 -- Real Estate?

The new-model agent takes a hard-line approach to time management and embraces the latest in technology. He tends to become irritated with old-model training and expects webinars and office meetings with point and purpose - getting the most information in the least amount of time - making the best use of his most precious asset -- time. He understands that prospecting is the backbone of the Real Estate industry; therefore, he attends functions that are not just "social" but networking events where he is constantly qualifying new prospects. He uses every tool available to display market facts and trends on his social networking sites, and he expects his "tribe" to follow and take hold of the knowledge and expertise he is dispensing (with one touch of the latest app on his iPhone).

The new-model agent is open to continuing education because he already embraces knowing it all and mastering his craft.

What the old can learn from the new: Listening to the circle of "older-model" agents, I too often hear the complaints of how their "old business" has either dried up or has been lost to a "Pied-Piper" agent who was either facebooking or twittering current market facts and trends. Had the "older-model" agent just left Real Estate school and jumped on the social networking strata, which is here to stay, would he be piping a different tune? If he were brand-new today, what would be his business model? How would he do things differently to build and maintain his business? What would be his best platform for prospecting?

What the new can learn from the old: One cannot dismiss experience or years of service and the "hard-knocks" that have allowed the older-model agent to make a good living in Real Estate. Even though the newer models include wirelessness, mobility, blogging and "all things tweet" in the social networking echelon, basic people skills and how an agent addresses his client, (avoiding a snooty, educated arrogance and even a perception of condescension), is a skill that the experienced agent has been practicing for years and is a permanent part of his skill pack. "Real Estate will always be a toe-to-toe, nose-to-nose business."

The old-model agent also knows that marketing other agents - treating other agents with the utmost courtesy and respect - is as important as prospecting new business. The old adage holds true even today, "buyers and sellers come and go, but once we leave the closing table, we real estate agents are stuck with each other."

Regardless of how book-smart and tech-savvy the new-model agent is, good people sense, personal connection, solid rapport and relationship skills as well as "being the best listener on the planet" will always be in style.

An agent who is a true blend of the old model and the new - is nothing short of amazing!

Live Performance - Living Lord's Supper Drama - Pembroke Pines, Florida, Sunday, April 5, 2009 at 10:30 am - SIlver Trail Middle School

Karen Ross (Esslinger Wooten Maxwell) — Wed, 01 Apr 2009 20:38:03 -0500

Come experience the drama -- written by Dr. Jack Millwood, directed by yours truly, and performed by the ECC (Everglades Community Church) Drama Team.

Please attend. You will be more than fed.

First Baptist Fort Lauderdale Christmas Pageant Does It Again and Again and Again -- For Twenty-Five Years!

Karen Ross (Esslinger Wooten Maxwell) — Thu, 11 Dec 2008 13:53:15 -0600

It's still happening . . . miracles. The absolutely amazing community event ever is the First Baptist Fort Lauderdale Christmas Pageant.

I had the opportunity to see the 12th show of the 25th Silver Anniversary Season, and what a worthwhile event it was.

Having participated as a choir member, for several years, it was great to be in the audience last night. The director, John Jones, whom I have known for more than fifteen years (we had served together at another area church), is nothing short of amazing. He is a solid guy -- family man -- devoted husband to wife Shari and dedicated father to Johnny and Chad. John is also a solid performer, singer, instrumentalist and songwriter. He wrote and performed the song, "Will You Remember" which is part of the Lord's Supper (Communion) scene. John's entire family perform in the pageant -- as well as his parents and his in-laws.

I am sure John feels that his entire "church" family makes this show a success -- along with all of First Baptist's pastors, prayer, planning, preparation and perseverance -- and over 1000 prayed-up performers and crew.

The Pageant is for all the people -- regardless of your age or religious beliefs. It is a great opportunity to not only meet cast members after the show, you can meet the main character, Jesus of Nazareth.

Even though the rest of the 2008 season is sold out, you may still be able to get seats. If you miss the live performance, check your local television schedule -- it will be appearing on a TV set near you on December 25 - in high definition!

________________

My prior post about The First Baptist Fort Lauderdale Christmas Pageant was written in 1996, when we experienced the miracle of a boy who has autism.

Help Me Build a "Preferred" Real Estate+ Word List

Karen Ross (Esslinger Wooten Maxwell) — Wed, 15 Aug 2007 00:50:21 -0500

It's about perception -- and reception --- how does the recipient feel about what you just said to him? How did you say it? Could you have said it better which would have resulted in your getting your point across or what you wanted from him?

EWM's Relocation Vice President, Sherrie Porter, has mastered this art. If you ever get an opportunity to hear her speak about customer service, you will be blown away . . . you will be impressed . . . . you will fall in love with her self-confidence before her raging fans. It is rare to hear any negative phraseology leave her lips. She has mastered the art of positive speaking. For instance, instead of saying, "I'm so busy my head's about to pop off," I've heard her say, "I've got my fingerprint on several projects right now."

In my effort to adopt the habit of positive thinking and speaking (I have miles to go before I sleep) and to pass these better habits on to my trainees, I am compiling a list of words and phrases which are ACCEPTABLE (OK) versus PREFERRED (BETTER SAID).

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ACCEPTABLE (OK) PREFERRED (BETTER SAID)

________________________________________________________________________________

Commission Professional Fee

Comparable Sales Relevant Sales

Comparable Sales Relevant Properties

Advise Recommend

Don't Forget Remember

Don't Refrain from or Make Certain that

I'm running late I'm behind schedule

Can you/Could you Would you please

Have no control Beyond my control

You'd be crazy/stupid if you This would be a great opportunity for you to

I have many word reference books, i.e., Words that Sell by Richard Bayan and How to Say It At Work by Jack Griffin. . . I am sure there are books on the subject; however, what about building a preferred word list for real estate agents (my trainees specifically) to use in their daily practice?

These are not AD words -- I researched "words that sell" in Active Rain, and many blogs on advertising popped up.

I am sure many of you have been to sales seminars -- perhaps a particular word or phrase has been adopted into your own vocabulary! Share!

This could be great fun. Would you please help me?

CROSS-COUNTRY CHALLENGE: I'll Show You Mine if You'll Show Me Yours . . . How Does Yours Stack up?

Karen Ross (Esslinger Wooten Maxwell) — Mon, 13 Aug 2007 23:04:07 -0500

Real Estate agents who take pride in where they live are much more successful than those who do not. You may wonder, "what agent would make a derogatory remark about her area and sabotage a sale from an out-of-towner?" It has been known to happen.

It is really easy to be proud of the City of Weston and Broward County in which she resides.

CITY OF WESTON, FLORIDA

Weston was incorporated in 1996, so she is a young'un. With a current population of approximately 70,557, she sits in the southwest corner of the county and consists of 25.5 square miles. Part of her anatomy includes lakes and mitigation areas.

She houses 22,671 families and has absolutely no poverty, yet she is one of the most economical places to live in the country. (Weston: named one of the 25 most affordable suburbs in the United States by www.BusinessWeek.com ( Nov. 16, 2006 - Quote taken from city website.)

Weston also has some of the best dining and entertainment. I traveled all the way to Greece about ten years ago and never saw a belly dancer. Weston has a belly dancer in her local Greek restaurant, Anthos.

Weston has felt incredible growing pains; however, she has also felt the recent Real Estate cramps. Below are her second quarter 2007 statistics for your perusal:

BROWARD COUNTY, FLORIDA

Broward County, which resides North of Miami-Dade County and South of Palm Beach County, is the heartbeat of the tri-county area.

Incorporated in 1915, she spreads out over 1220 square miles, has 31 municipalities, and houses 2.3 million people. There are approximately 435, 408 families currently enjoying the amenities of Broward County, Florida.

Some of the best real estate can be seen from Fort Lauderdale's own riverboat, the Jungle Queen. I took an ol' high school friend from Memphis on the Queen, and he loved it!

Here are the second quarter 2007 stats on Broward County:

These charts are from Trendgraphics, Inc., one of EWM's tools for the trade.

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Oh, yes -- this author must include one -- ok, two, of her enticing photos -- as we say in the South, "Come on in, the agua's fine!"

Now it's your turn to show me yours!

____________________________________

This photos was taken from 2501 South Ocean Drive, Hollywood, Broward County, Florida.

This photo was taken from one of Fort Lauderdale Beach's resorts.

Why Us?

Karen Ross (Esslinger Wooten Maxwell) — Fri, 10 Aug 2007 00:11:02 -0500

From time to time, I ask new trainees the question, "Why EWM?"

Most recent answer: "I went on a ton of interviews. EWM's manager was the only one who told me all the costs up front. I had to drag information out of the rest of them. Even though some of the splits seemed more favorable, by the time you added in their 'hidden costs,' EWM still came out on top."

Interesting.

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When I was an agent, I got the same commentary from Sellers. "We have interviewed three or four agents. The reason we picked you and EWM is because you told us up front what this was going to cost. Even though there were slight differences in the commission and some of the agents offered a menu of services to try to save us money, by the time we added in the other companies' 'hidden costs,' EWM still came out on top."

_______________________________________________________

"Price is what you pay. Value is what you get." Warren Buffett

"I Just Can't Wait to be King!"

Karen Ross (Esslinger Wooten Maxwell) — Tue, 07 Aug 2007 23:26:29 -0500

What a powerful musical. I was privileged to experience this phenomenon in April of 2007.

At the end of the performance, the actors and support staff made themselves available for questions from the audience.

The boy who played Young Simba impressed me. He had been singing and dancing since the age of three. One day he walked into the dance studio and saw a group of tap dancers.

He yelled, "Mom, I want some of those! I want shoes like that!"

His mother said, "Forget it, son. All you want to do is make noise."

He insisted and she bought him the shoes. He spent many hours in training - singing, acting and dancing before he auditioned and landed the part.

For his "all-of-eleven" years, most have been spent on stage winning the hearts of audiences all over the world making beautiful noise in the phenomenal musical, The Lion King.

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When new agents pass the state exam, they are handed a shiney, new pair of tap shoes.

Unfortunately, some new licensees join a company that does not provide the right music for the dance. They may set the stage, very few lights, a few old props, but no rehearsal.The singer/actor/agent now potentially exposes himself and his broker to all kinds of danger, liability, and personal injury. In fact, the agent could damage his tap shoes beyond repair and recognition.

Imagine watching a musical where none of the actors, singers, dancers or stage hands were well-trained or well-rehearsed. Disaster.

Training is essential -- not optional.

I have known new licensees to join a firm that offered little or no training. The agent was told that with his license and a little luck, he could be king.

New licensees -- Join a company that places importance on training.

Learn to tap dance. Make some noise. . .

. . . and before you even realize it, you will have tap danced your way into the hearts of buyers and sellers all over the world.

You will have earned your right to be King.

Do You Know Your Buyers' and Sellers' Love Languages?

Karen Ross (Esslinger Wooten Maxwell) — Sun, 29 Jul 2007 23:16:30 -0500

A book that belongs in your library -- and is a must read: THE FIVE LOVE LANGUAGES by Dr. Gary Chapman.

A summary of the languages are on Dr. Gary Chapman's website.

It is actually your duty as an agent to discover the love language of your clients. When you do this, you will create a bond that will develop into a lifelong relationship.

If you client's primary love language is:

Words of Affirmation
Mark Twain once said "I can live for two months on a good compliment."

Chapman writes, "Verbal appreciation speaks powerfully to persons whose primary Love Language is "Words of Affirmation."

Your delivery of good and bad news is going to have the highest of impact on your client.

I advise my trainees to "speak in the positive" -- and to avoid negative phraseology.

For example: Mr. and Mrs. Seller, "Please remember to contact me if you have any questions. Just say the word, and I will be back here in a moment's notice!"

instead of "Don't forget to call me . . . . you won't believe how fast I can get back to you!"

Dr. Chapman also states that offering words of encouragement -- especially in light of difficult decision making, will speak volumes to the Buyer or Seller who possesses this primary love language.

"Aside from verbal compliments, another way to communicate through "Words of Affirmation" is to offer encouragement. Here are some examples: reinforcing a difficult decision; calling attention to progress made on a current project; acknowledging a person's unique perspective on an important topic. If a loved one listens for "Words of Affirmation," offering encouragement will help him or her to overcome insecurities and develop greater confidence."

Quality Time
If your client's primary language is Quality Time, you had best be listening -- and refraining from tap, tap, tapping on your computer, looking at e-mails, and responding with, "uh, huh, yup, ok."

Dr. Chapman writes: Quality time is more than mere proximity. It's about focusing all your energy on your [client]."

In other words, be "in the moment." It's so easy to tune out instead of practicing "active listening" -- with eye-to-eye contact.

Receiving Gifts
You have it pretty easy if your client's love language is gifts. The time spent picking out the exact gift will speak loud volumes of love and appreciation to your client and will create that everlasting bond.

This client may be more visual and desire "visual signs of love."

I remember one Hanukkah I took a beautiful plant wrapped in blue and silver ribbon to one of my new Sellers. They were so appreciative and the gift set the tone for the remainder of the transaction.

The gift may be inexpensive; however, the gift may be priceless because --

Sometimes the gift is YOU.

Acts of Service
I believe that EVERY GOOD REAL ESTATE AGENT possesses this love language. Real Estate is definitely a service industry -- so service tends to be second nature for us.

A survey was once taken in a group wherein I was participating. The leader asked all the women in the room, "how many of you feel your love language is acts of service?" Half the room stood up. He asked the standing group, "how many of you had fathers whose love language was acts of service?" All the standing women remained standing. He proceeded to tell us that those statistics held true in every group wherein he took that survey.

When you serve your client -- with heartfelt service and no strings attached, it will speak volumes to the "acts of service" client. You have a friend and client for life.

Physical Touch
Real Estate agents need to be careful with this one.

A "hug" greeting, a "kiss on the cheek," a strong handshake, a touching of the elbow or upper back-- will have high impact on the client whose love language is physical touch.

Some agents and business professionals will work hard to protect their personal space -- but a client with the language of physical touch may attempt to invade that!

Both parties must be comfortable with the interchange. I always "test the situation" before I touch a shoulder or an arm or extend a hug. Handshakes tend to be widely accepted, but beware of cultures where touching is a taboo.

According to Todd Duncan, author of High Trust Selling, a client can put $80,000 in your pocket over a twenty-year period from repeat and referral business.

HIGH TRUST SELLING, By Todd Duncan, Thomas Nelson Publishers, Nashville 2002, ISBN 0 7852 6393 4
252 pages

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REAL ESTATE IS A RELATIONSHIP BUSINESS -- therefore,

Your intuition, analysis and speaking the love languages of your clients will grow your business, increase your bank account, and enhance the quality of your work life.

Imagine what it could do for your home life!

MLX Muscle - Servicing Your Listings through E-Mail Templates - and THE BOX

Karen Ross (Esslinger Wooten Maxwell) — Fri, 27 Jul 2007 23:18:46 -0500

MLX has more muscle than most have recognized.

The e-mail template feature allows the agent to service the listing -- providing great documentation and memorializing of activity. First, write your form (boilerplate) letters in Word, save them, then copy-paste and upload them into the E-Mail Templates.

Be advised that attachments are not allowed (as yet); however, I advised my trainees to e-mail the client, add a paragraph at either the beginning or the end of the letter that same is being sent via regular U.S. mail with all attachments mentioned therein.

Once the letters are written and uploaded into your e-mail templates, they are ready for use. You will choose the client, select the template and customized that particular e-mail for each client.

Sample: If you edit an existing template that comes with the system, you can replace the body (copy and paste) without interfering with the existing merge variables. These merge variables will pick up/merge the information from your client database when the e-mail is sent.

Sample Listing Letter No. 1 is as follows:

[CONTACT SALUTATION]

Thank you so much for allowing me to handle the listing and sale of your home.

A copy of this e-mail will come to you via regular U.S. mail with all the attachments mentioned below regarding the initial setup of your home sale:

•1. Multiple Listing Input sheet (making this available to all Realtors); I have updated several photos (see attached). All the pertinent information about your home has been input into the main computer, so that every Realtor from every company has access to the information on your home.

•2. Realtor.com feature page I have uploaded @ photos (6 total allowed). (see attached);

•3 I am also in the process of uploading the photos on EWM.COM @(but as of this time the listing has not been added to our website. It takes a few days after it appears on the MLS. I will watch for that and upload over thirty photographs (we are allowed 99 total).

•4. I have contacted our advertising department and have requested the following:

•A. Broward Mailer for @(month);

•B Broward section of @The Herald (we have to provide 2 weeks notice)

*C. Broward section of the @Sun Sentinel (2 weeks notice)

See attached e-mails to those departments.

I have spoken to our manager regarding the front page section of either The Herald or the Sun Sentinel, and she has put me on the list. I will keep you posted on that one.

•5. I have submitted the Virtual Tour request form and will coordinate the scheduling of same with you.

*6. I am enclosing the Feature Sheet which I updated so that you can make corrections on same. @

•7. I also need the following from you:

•A. Floor plan (of your entire area if you have it);

•B. Site plan

•C. Survey.

These documents will allow me to complete my brochure for your home. Remember, the new buyer may want to fax the survey to a pool company to see how a particular pool will fit on the site.

I have spoken about your home to agents who attended our weekly meeting last Tuesday. I hope that this will generate some activity on your home.

Again, thank you for allowing me the opportunity to serve you! I know selling a home is a very emotional experience. If you have any questions, comments or criticisms about what is going on, please give me a call. Open communication is the best way to solve any problems that may arise. Thank you.

I know that my services will be valuable to you, and that you will remember me whenever you hear that any one of your neighbors may be looking to buy or sell.

Very truly yours,

[USER EMAIL SIGNATURE]

THE BEST AGENT

_________________________________________________________

Now you are ready to select your client and your e-mail template (by clicking on the drop list). You will customize the letter and your form is protected. You may want to send a blind copy to yourself - even though you can view the e-mail that was sent and print three hard copies -- one for your file (one for the office file) and the other for the client to send via regular U.S. mail with attachments mentioned in the letter.

Another reason you want to send a hard copy -- what if Little Johnny deletes Daddy's e-mail? IT COULD HAPPEN!!! Follow up with the hard copy.

The beauty of MLXchange is that all outgoing e-mails to your clients are tracked in the client history!

And you can schedule a follow up TODO or PHONE CALL -- a great excuse to call your client, "DID YOU GET MY E-MAIL AND THE COPY VIA THE MAIL?" DO YOU HAVE ANY QUESTIONS . . . . .

Another suggestion I adapted from a Hobbs/Herder seminar (this is my own adaptation):

At EWM, we have a colorful, sturdy cardboard box (the size of a large shirt box) that is branded with our beautiful orange and red colors.

Advise your client at the listing presentation: "I am going to be sending you e-mails and correspondence that support and substantiate my marketing plan for your home which we have just reviewed. It is of utmost importance that you save the correspondence in THIS BOX just in case I call you and reference a piece of correspondence that I had previously sent you. Please keep everything in 'THE BOX'."

When you call the client to inquire about the recent mailing you sent, ask him -- "Did you put it in the box?"

"D'oh!" -- a Homer Simpson response emerges.

"I told you. Keep everything in the box! Call me when you need a second box!"

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From a psychological standpoint -- your Seller will watch as the box gets incredibly full of the wonderful marketing pieces you are sending him. What a great way to JUSTIFY YOUR PROFESSIONAL FEE!!!!!

Remember -- most of us are visual. Create the vision!!!!!

When his friends and family see THE BOX, they will whine, "My agent never did anything like that for me, whahh whahhh!"

Under-promise -- over-deliver!!! MAY THEIR BOX OVERFLOW AND YOUR REFERRALS COME DOWN LIKE RAIN!

(product: marketlinx mlxchange)

Creative Way to Invite People to a Meeting or Seminar

Karen Ross (Esslinger Wooten Maxwell) — Thu, 26 Jul 2007 23:39:17 -0500

Singing not necessarily required --

Last year (2006) EWM had a seminar regarding 1031 exchanges. I wanted a different type of e-vite.

Here it is. Although a Capella, it is memorable!

THE HOT DOG HAS BEEN CUT FOR NOW. YOU'LL SEE HIM AGAIN SOON.

Where's the bouncing red ball?

_________________________________________

You are invited to a seminar

August 4, 9:30 am

Come and learn about 1031

FACE IT, WE ARE STUCK WITH EACH OTHER!!!!

Karen Ross (Esslinger Wooten Maxwell) — Thu, 26 Jul 2007 21:35:35 -0500

"Realtors® have a good handle on the importance of prospecting other Realtors® who represent the same types of properties. They form partnerships that are not company exclusive and alliances with Realtors® they have enjoyed doing business with in the past."

The operative word here is PARTNERSHIP. Omar Periu's book, Investigative Selling, is a great source for the serious salesperson.

An interesting idea for Listing Agents as described by Omar in his book: An agent has brought you a qualified buyer. Find out when and where his/her office meeting is scheduled and deliver a large television set (or large gift), beautifully wrapped, to the office during the meeting.

The other agents at the meeting will "see the box," -- will ooooo and awwwwww, and will possibly be quick to want to work with you (if you get a reputation for delivering such nice gifts to buyers' agents!)

From your manager's standpoint: "Go forth and bring gifts!!!! -- SPREAD THE LOVE!"

The other agent will ask, "Is everyone at your office as thoughtful as you?"

What a great reflection on your company!

You tell'em, "Come on over!!! The water's fine, just fine!!!"

Tell your manager at the end of the transaction how great that buyer's agent was to work with (hopefully, the agent is not at home glued to the TV you had delivered).

The listing agent is so important. I have been known to tell my Sellers, "Agents break their necks to show my listings because they know I'll answer the phone, return my voice mails, and do my job! -- and I make sure the agent bringing me the buyer knows that s/he is greatly appreciated when the transaction closes!"

I and another agent from a competitive company had a transaction with incredibly tough negotiations. My Seller was an engineer, had turned down a cash deal, thought this whole process was a big game, and made everyone question his/her sanity on an hourly basis. When the deal finally closed, I made sure that the other agent received plenty of brightly colored gifts from me (i.e., a jar with the saying, "ASHES OF PROBLEM CLIENTS," and other lovely gifts from our local town center gift shop).

She told me, "that deal was so draining, Karen, I am leaving the business and working for my fiance who is a lawyer."

Having worked for lawyers for over 25 years, "Michelle, aren't you jumping from the frying pan into the fire?"

In any event, I made sure she felt loved and appreciated -- even though she and I started out on rough footing and were beaten up throughout the entire transaction! (Oh, by the way, her clients were both attorneys!)

Prospecting your fellow agent is a wonderful way to make a name for yourself in the real estate community --

My mother always said:

BUYERS AND SELLERS COME AND GO, BUT REAL ESTATE AGENTS ARE STUCK WITH EACH OTHER!"

-- and that advice comes from someone who has sold property and managed Real Estate offices for over forty years in Tennessee, Texas, and Florida. She is currently a broker-associate in Savannah, Georgia BECAUSE Realtors don't re-tire, they re-tread!

Heh! I'm over here! Marketing Samples to Inspire You

Karen Ross (Esslinger Wooten Maxwell) — Tue, 24 Jul 2007 15:24:54 -0500

As promised, below are some sample personal marketing pieces.

I hope these will inspire you in your own marketing endeavors and stretch your creative muscles.

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Ads have to be designed to create echoic retention, Ads seen and heard by the same people driving to and from work which have a "jingle" effect get remembered. Short term memory is transferred to long term memory, which is chemical and stays in the brain. (Remember - velcro-powered ads ??)

The agent below was just about to cancel her "jingle" of a bench, when she got that phone call. "My wife and I see you every time we leave the development. We feel like we know you!" (and perhaps that song from the 60s by The Association stuck in their brains and they could not kill the tune! Darn! That's frustrating!)

She renewed her bench subscription for another season!

Again -- a song emerging from an ad is powerful -- I can hear "Connie Francis" everytime I look at this ad -- the agent actually came up with the line. I just illustrated it.

____________________________________________

The couple below has been in Real Estate for many years and wanted to send out the Marketing Trends on the back of a personal piece. Below is the result. This follows the marketing formula as described in my prior, Hey! I'm over here! blog.

You may be thinking that these ads are long and no one will read them. Hey, what about these blogs! I've seen some novelettes myself since I've been blogging.

ACCORDING TO HOBBS-HERDER, ADS OF 125 WORDS OR MORE GET READ.

We are information junkies. Face it. Take the leap. Read on.

The next piece is one of my favorites. It's about my daughter, Melody Ross Hunter. The story ad was actually published in the first ever Cypress Bay High School Annual which would be the most appropriate venue for it. Cypress Bay is located in Weston, Florida. The ad will live on as those high schoolers become first-time homebuyers. Talk about shelf-life!

This ad follows the formula and definitely engages in mind-linking (linking Marie the agent to Mel Gibson and the castle used in the movie Brave Heart). Note that the ad is not very long, yet could be very memorable.

ONE OF MY all-time favorites is The Magic Coat. Cathy Marten advertised on the back glossy page of her neighborhood magazine, The Ripples (readership of about 40,000 - all through Pembroke Pines Silver Lakes). This ad follows the formula.

Remember -- these are personal marketing pieces to create what Hobbs/Herder labels as THE FRIENDSHIP FACTOR. It's that "giving a piece of yourself" -- to the public. Note that the titles do not sound like a typical Real Estate ad.

Sometimes Cathy would add a Facts & Trends graph to give the piece a little more meat. if it fits, I'll paste it in last so you can see how she achieved that.

These could all be blogging entries (perhaps minus the Real Estate segue and the call-me directive).

___________

ONE OF MY FAVORITES --

Good luck!

In Broward County, Florida, Miracles Still Happen . . .

Karen Ross (Esslinger Wooten Maxwell) — Tue, 24 Jul 2007 13:47:39 -0500

One thing about Broward County, miracles still happen. Here is an account of a miracle experienced first-hand by some of our EWM agents who were involved in the event below -- either as performers or as spectators.

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On December 19, 2006, President Bush on Tuesday signed bills to raise federal funding for autism . . . Congress voted on Dec. 7 to significantly increase federal funding to identify the cause of autism, now diagnosed in one in 166 children. The Senate, acting a day after House passage, approved on a voice vote legislation that authorizes $945 million over five years for autism research, screening and treatment. Associated Press. December 19, 2006

"This was a most amazing moment."

Many of you were aware that I was in the choir and cast of the Fort Lauderdale Christmas Pageant for three seasons.

During the 2006 season, we performed over nineteen shows, in addition to various rehearsals and four formal dress rehearsals. The entire cast grew quite weary, yet we were determined to finish strong.

Each night before the show the cast and crew received notes and information from the pastors as to how we could enhance our performance. We were read testimony after testimony of how various members of the audience enjoyed the show.

One particular letter was extremely tough for Dr. Larry Thompson, our senior pastor, to read. It involved parents of a young fourteen-year-old boy who had always been non-verbal and was diagnosed early in his life with autism.

The parents provided Bible videos and cartoons which entertained him day after day. He had never spoken.

For the first time, his parents took him to the Pageant.

As Joseph lifted the "live" baby Jesus, the young boy spoke. "This was the most amazing moment."

He said it not once, but four times during the course of Act II.

The parents thanked the cast for not only "bringing the Bible alive" for their son - but . . .

for allowing them to hear the sound of their young boy's voice for the first time!

"This was the most amazing moment."

The 2006 Holiday Season has long passed; however --

Miracles are still happening all around us every day of the year.

Miracles we see.

Miracles we feel.

Miracles we hear!

________________________________________________

"Until you have formed the habit of looking for the good instead of the bad there is in others, you will be neither successful nor happy."- Napoleon Hill

If you are ever in South Florida and are interested in more information regarding the Fort Lauderdale Christmas Pageant, please click here. You may even witness a miracle!

Heh! I'm over here! Yes, it's me! and I'm Selling Real Estate!

Karen Ross (Esslinger Wooten Maxwell) — Mon, 23 Jul 2007 22:18:01 -0500

Selling is convincing.

Marketing is attracting.

Branding is immortalizing!

"Branding is about authenticity. It should be your core identity seared onto your goods and services, acting like your fingerprint, traceable only back to you."

Chris Hilicki, Author of May I Have Your Attention, Please? John Wiley & Sons, Inc.

The most powerful form of medium today to reach people with a message is the "power of story" or drama. Drama touches people in two basic areas: Intellect and Emotion.

There are three basic types of "audiences --

Visual - sight oriented

Auditory - hearing oriented

Tactile/Kinesthetic - hands on

Your marketing should reach all three types. From the look of your piece, from the sounds of your copy, and how your piece feels or touches your audience's soul (both in a tactile and emotional manner).

If you win the hearts of your audience, their minds will follow.

What is your favorite Hallmark card commercial? Remember, the one where the professor is retiring to sell Bonzai trees? An alum walks in, gives him a Hallmark card, and he replied, "What did you become, a Wall Street Guru . . .?"

She replied, "None of those. I became a teacher."

I cannot even tell this story in class without crying like an idiot.

The Hallmark commercials have little to do with the cards themselves. These commercials (especially during the holidays) are so effective, they bring their audience to tears.

Remember the commercial where the young man is returning home from the military? My son-in-law is currently serving in Iraq. I will totally lose it during that one and baste the turkey with my tears - especially when we set a place for him at the table and he is miles and miles away eating with the real Turks (who actually are responsible for serving the meals! ha!)

And there are those commercials from our local Publix (supermarkets). There is absolutely NO dialog -- only story through drama. More tear jerkers. Nothing about the food. Just the emotion.

How many of those little pilgrim salt-n-pepper shakers did you buy, huh? -- and what about the line-extension items -- platters and napkin holders? Admit it!

_____________________________________________________

One idea is to get into the PROSPECT's mind first . . . (their minds will follow)

How????

EFFECTIVE MARKETING!

However, the marketplace noise level is far too high. How can you rise above the noise?

Soooo, you give good service ??????

GOOD SERVICE IN A SERVICE-ORIENTED INDUSTRY IS EXPECTED AND DOES NOT HAVE TO BE STATED.

It can be illustrated by story - through story.

REMEMBER, THE WRITER'S GOLDEN RULE IS

SHOW ---

DON'T

TELL!

What you will accomplish through effective marketing:

Give your sphere, farm AND past customers enough of you so that when you walk through their door, you are already their Real Estate Professional. You will have become their CHOICE long before they ever needed you.

Why?

Because they GOT TO KNOW YOU - bit-by-bit and piece-by-piece through effective marketing -- PRINT marketing, BUZZ marketing -- BLOGGING!

To create effective marketing:

Collect: Bits and pieces of your life, your married life, your childhood, your child's childhood, interesting family stories (history of your family) any human interest stories related to you - to create YOUR STORY.

What You Will Do:

Connect Your Story to your audience (win their hearts)

______________

Take two unrelated ideas (your story) and (your career) and create advertising campaigns that can and will be uniquely yours!

The campaign cannot be duplicated, because it would not "fit" someone else -- it would lack authenticity.

Remember -- the brain works like velcro.

What is the brain? The brain, like VELCRO, has a surface covered with trillions of tiny, flexible hooks.

What is memorable advertising but as series of words, sounds or mental images covered with small soft loops.

THE MORE UNPREDICTABLE THE LOOPS, THE STRONGER THE BOND. Neatly arranged loops have little holding power.

When you present yourself in a predictable manner or use predictable words (I GIVE GREAT SERVICE), you are making ORDERLY loops. Your ad and your image will be weak.

You want to have VELCRO-powered ads.

Sound is more powerful than sight. However, SMELL is the most powerful memory! (Maybe that is why cooking shows are so popular -- the customer thinks he can smell Emeril's garlic sauted onions.)

I have come up with a personal marketing formula:

The Formula

Take the Unknown (You) ______________

Link it to the Known (name it) ______________

Embed one main message to leave with your public _____________

Create the story to illustrate the message using the unknown and the known ________________

Segue into Real Estate _____________

Give an urgency to call you (in third person, if story is written in 3rd person) __________________

_____________________________________________________

Apply the Formula . . .

Have you heard of me? (Karen Bargery Ross)

Have you ever heard of the Titanic? Here's how I applied the formula:

_________________________________

George lived in Castle Cary, Somerset Shire, England, and at the age of seventeen, he made a decision to seek his fortune in America. He purchased a ticket for the virgin voyage of the Titanic. George lost his ticket. Lucky George.

George Bargery was my grandfather. George came to America by another ship - The Oceanic. Lucky ME!

When choosing a Real Estate professional, you want to depend on more than just luck. As the daughter, I promise you this mother-daughter ship will take you where you want to go.

We will keep you "sailing" high. Whether buying or selling, we are your golden ticket to a successful Real Estate transaction. Please call us today!

______________________________

This is a true story about my grandfather. I thought it would be a great human interest story. I have the documentation that confirms the dates and the fact that my grandfather was a passenger on The Oceanic. In fact, some of the crew from The Oceanic picked up the deceased and brought them to Nova Scotia for numbering, claiming and burying the victims.

THE FORMULA

Take the Unknown (You) Karen Bargery Ross

Link it to the Known (name it) The Titanic

Embed one main message to leave with your public You have to depend on more than just "luck"

Create the story to illustrate the message using the unknown and the known (all of it)

Segue into Real Estate When choosing a Real Estate professional, you want to depend on more

than just luck. As the daughter, I promise you this mother-daughter . . .

Give an urgency to call you (third person) Please call us today!

_______________________

Even though I may have thrown the point of view of the story around a little, I got my point across, and hopefully created an icebreaker for my audience and future clients. They will REMEMBER that story and will REMEMBER to ask about it's authenticity. Authenticity is most important.

Things that are new and unknown are more easily accepted when they are linked with something known and familiar. THIS IS KNOWN AS MIND-LINKING.

Link yourself to something very familiar (not a celebrity unless you have permission -- but a concept, idea or royalty-free icon).

The best marketing allows the customer to put himself/herself into your story. Show him/her how putting you into his/her path will change his/her life.

Or -- is unique and makes the reader say to himself, "Well, I'll be darn!"

Remember . . .

"The time has come when we must offer BETTER service - it is no longer enough to simply TELL it in a louder voice - if you want your marketing to be productive, you must have a STORY TO TELL and you must tell it PERSUASIVELY.

_____________________________________

Your Goal

Get the customer to willingly give you his attention. In order to achieve that, you must offer a thought more interesting than the thought that currently occupies his mind.

This does not require shouting. It requires art - art is the creation of your story . . .which is never ending.

IMPORTANT

Launching an ad campaign is like PUSHING A CAR. Advertising does not begin to work as quickly as you would like, but is also does not quit working until long after it has been abandoned." The Wizard of Ads, Secret Formulas of the Wizard of Ads, and Magical Worlds of the Wizard of Ads, all by Roy Williams, Bard Press. His books are phenomenal.)

Having the right message is what really matters. It is not who you reach, it is what you say.

"You don't have to be that brilliant in this business, but you do have to be different."

-- Donna Maxwell, Real Estate Speaker and Trainer

_________________________________________SAMPLE POSTCARDS__________________________________

Be sure to invite your audience to do business with you - express urgency.

Use ONLY ONE phone number - the best way to reach you.

Karen's 3 "C's" of Advertising

1. Consistency

2. Connectivity (Create a bond)

3. Creativity

____________________________________

Samples will follow in subsequent blogs if there is any interest in this type of marketing.

If agents want to develop high trust selling, the public needs to know who you are, what you stand for, your work ethic, and what you will do for them and how.

They WILL get to know you through blogging, your website and all your personal print marketing which points to your website and your blog.

REMEMBER -- YOU ARE A REAL ESTATE AGENT, NOT A SECRET AGENT.

Your Mission for your Commission: GO FORTH AND TELL!!!!

My New Favorite Quote for Rookie Agents and Trainees

Karen Ross (Esslinger Wooten Maxwell) — Mon, 23 Jul 2007 01:35:29 -0500

"Never be afraid to try something new. Amateurs built the Ark; Professionals built the Titanic."
________________________________________________________________________________________

Not sure who said it, but how profound.

Never be afraid --

FEAR is defined as False Evidence Appearing Real.

Toe test the waters of your new career? NO -- SET SAIL IMMEDIATELY.

Because you have charted your course, completed your pre-flight checklist --

Most of your trips will be smooth sailing -- however,

Occasionally, your ship will hit coral rock or get swept up in a hurricane.

You will cry, "Man Overboard!" -- and that's ok. Sometimes it was something you did or something that was done to you! In either event --

Our managers and support staff will hear you and throw you a rope

-- and help you get back in the boat.

So, what's to fear? Get Selling!

MLX Muscle - Perhaps I found an underutilized bicep . . .

Karen Ross (Esslinger Wooten Maxwell) — Thu, 19 Jul 2007 23:36:40 -0500

Prospecting Matches. Another great (screen print) attachment for your communication pieces to your Sellers (or copy and paste the information right from MLXchange into your e-mail as I have done below).

Under TOOLS, IMAGES, LISTING IMAGES (oh, yes, type the MLS Number in the upper righthand corner and HIT the green arrow).

Scroll down the page and click on PROSPECTOR ACTIVITY.

1. Tells you as to the current date how many times your listing has matched a search by any agent.

Prospector Matches: 140	Last Match: Jul 17 2007 6:09PM
Number of times this listing has matched a Prospector Search

2. Tells you the number of e-mails sent out by any agent that included your listing.

Emails Sent: 202	Last Sent: Jul 18 2007 5:52PM
Number of emails sent that included this listing

3. Tells you the number of times the actual recipient read the e-mail which included your listing.

Emails Read: 809	Last Read: Jul 18 2007 8:03PM
Total number of times an email that included this listing was read

4. Tells you the number of IDX search hits AND the number of times the recipient actually clicked on DETAIL VIEW in his private client webpage.

IDX Property Search Hits: 62	Last Hit: Jul 17 2007 8:22PM
Number of times this listing was viewed using an IDX Property Search (Detail View Only)

Again, something to give your Sellers (serve with a spoonful of hope) and a way for you to monitor your listing activity.

The above steps to get to PROSPECTOR ACTIVITY are for those agents who are not allowed access or edit privileges to their own listings.

If you have EDIT privileges, you obtain this information through Listing Maintenance.

I hope this was helpful! The Train the Trainer session for MarketLinx MLXchange was incredibly informative!

City of Weston: Mayor Hirsch's Lawsuit Against the State of Florida

Karen Ross (Esslinger Wooten Maxwell) — Thu, 19 Jul 2007 23:01:42 -0500

I attended a meeting of my local HOA in Weston. One of Weston's commissioner's was there who explained to the best of his understanding the lawsuit filed by Mayor Eric Hirsch.

For the full story in the Sun Sentinel, click here.

According to the commissioner, the lawsuit went straight to the Florida Supreme Court and has been kicked back to the lower courts -- i.e., the Circuit Court of Leon County. All are on vacation at this time; however, a Notice of Appearance has been filed on behalf of the State government. (You can access the docket but not the actual documents filed.)

The Mayor's issues are (paraphrased, of course):

1. Municipalities have a constitutional right to charge up to 10 mils; therefore, to ask a municipality to roll the taxes back to the proposed point is unconstitutional. According to the numbers, the homeowners would only save a whopping $16 off property taxes annually.

2. The wording on the ballot was misleading to the people in general. It is stated that each homeowner would be entitled to a $50,000 tax exemption.

_________________________

The Commissioner went on to say that depending upon how long you have lived in your home and the formulas that are on various websites, www.bcpa.net for example, should aid the homeowner in his decision of staying with his old plan or opting for the new super exemption.

________________________

The named Plaintiff is the Mayor himself and the Mayor, in his capacity of Mayor of Weston; however, the City of Weston is not a named party.

We will have to see how the Circuit Judge rules in this matter, the Mayor may get summaried out and then appeal to a higher court. Not having any real knowledge of the lawsuit and the grounds thereof, it is hard for me to even guess about it. In any event, the Mayor will get some attention from the Governor or Governor's counsel -- however, it is strange to me that I have not seen any of the other Mayors join him in this fight -- especially if other municipalities may be affected in the same manner as Weston (formed in 1996).

If you check the millage rate of Weston, it is certainly lower than most of the other municipalities. Check out www.bcpa.net.

I hope that I am reporting this correctly -- my intent is to never misinform or misquote anyone.

MLX Muscle - I, Karen Ross, Pushed the Envelope Over the Edge

Karen Ross (Esslinger Wooten Maxwell) — Sat, 14 Jul 2007 10:12:00 -0500

Most things in life that are broken can be fixed.

My father's heart was broken, and on February 2, 1992,(02/02/92), he had a heart transplant at Texas Heart in Houston by Dr. Bud Frazier. It was so broken it had to be replaced.

The heart bought him four and a half years -- however, --

-- not long enough to see his first granddaughter graduate from high school

-- not long enough to see his first granddaughter get married on February 2, 2002 (02/02/02) and

-- not long enough to hold his first GREAT granddaughter, Elizabeth Grace Hunter, who is to reported to arrive on October 26, 2007.

______________________________________

I pushed the envelope too far with my MLXPro website. After bragging profusely about it in my prior blog -- I found the edge.

I was trying to add RISMEDIA news feed at the bottom of my home page. It totally blew out my entire home page.

Anyway, the tech said it would be fixed by Monday.

I'll clean it up to get rid of the Rismedia newsfeed even though that would have been really cool to add.

There you have it.

The Edge.

I found it and fell over it.

Most things in life that are broken can be fixed -- broken hearts and MLXchange Pro Website Home Pages.

So, please visit my website on Tuesday. http://karenross.sef.mlxchange.com/ if you want to see it's old heart pumping again!

MLX Muscle - MLXPro Agent Website -- FREE-ly Pushing the Envelope!

Karen Ross (Esslinger Wooten Maxwell) — Fri, 13 Jul 2007 22:48:39 -0500

Part of your mission statement as an agent trainee is to learn how to create wealth -- MAKE MONEY (a) for your clients and (b) for yourself.

When you create wealth for yourself, you get the freedom. Remember -- money is not the root of all evil -- but the love (or obsession) of money is.

The more money you make, the more you can GIVE away.

There is something wonderful about seeing a need and having the means to meet that need!

______________________________________

Part of my mission statement as your trainer is to show you some ways to SAVE MONEY while you create this wealth.

_____________________________________

Instead of spending great sums of money on a mondo website that is going to require you to feed it, water it, and babysit it as you would a two year old, -- try the MLXchange Pro Website.

Purchase domain name(s) that can be forwarded to your MLX pro website and masked in the address window. www.GoDaddy.com is a great place to do that! I advise the trainees to select premium/private for 2 years with auto renewable protection -- about $63+ for each domain name. I advise them buy up unique names as to how they are going to market themselves in different arenas.

____________________________________

The MLX Pro website has a simple page mode and advanced page mode wherein one can embed html code.

Simple page mode has canned paragraphs and the ability to feature a listing as long as it is an active listing. In advanced page mode, the agent loses the ability to feature a listing on the home page unless he inserts the photo and text himself.

Comment: Currently the MLXpro advanced mode home page is broken IF the agent has not created same (prior to MLX 3.0). The Buying/Selling Page is also broken.

I will be attending a Train the Trainer session with the MLXPro guys on July 17, 2007, so I hope to have more info about those patches. I was just told that sometime this summer, same would be fixed.

Because of the html code capability, I was able to create a scrolling marquis. I also embedded a Site Pal character with audio (http://www.sitepal.com/). I recorded multiple audio files; therefore, each time someone visits my site or returns to the home page from another page, a different message is heard.

I will blog on Site Pal later. The cost is just $9.95 a month for basic! What a deal! And it works!

Another feature is web-lead capture into our company's marketing system (we call him Max) - a product by http://www.sharperagent.com/. Systematic campaigns can be set up in Sharper Agent (Max) and posted to your website and a variety of product is sent to those who have signed up for your campaign automatically - no work or cost to the agent once s/he sets it up.

Sharper Agent also allows you to post brochures, postcards and newsletters to your website whether or not there is html capability. (I will blog on Sharper Agent soon.) I posted my training schedule on my website.

Creating hyperlinks on the home page (whether simple or advanced page mode) is available. I linked our public Facts & Trends (from our site http://www.ewm.com/ ) to the MLXPro home page: www.ewm.com/trendx.

On the Buying/Selling Page (which I advise the agents to rename Links & Reports), the agent can put as many links as will fit -- I suggest real estate and community-related links.

On the Buying/Selling Page, I was able to post my training schedules (generated from Sharper Agent - Max).

The best feature of the MLXCHANGE PRO WEBSITE -- DIRECT CONNECTION TO MLXCHANGE! Therefore, your listings are posted immediately as well as listing photos (16 in our area) and virtual tours! No additional uploading on the part of the agent!

The Board of Realtors, RAGFL (http://www.r-world.com/) has posted my office listings on MLX Pro website.

Another feature -- IDX -- we do have it, and an agent can market his website with, "VISIT MY WEBSITE AT http://www.agent***website.com/ AND SEARCH THE ENTIRE MLS!"

Post featured listings (with the written permission of other agents) to your MLX Pro website. The featured listings page allows an agent to post his closed sales as well.

I know this product will grow and expand. I would hope that a blogging component would be added in the near future -- who knows. I will be inquire about blogging on the 17th when I see Doug Fremming and the gang.

I should mention there is a Private Client webpage -- however, glitches currently exist. More info on that after the 17th. I will post another blog regarding my meeting at MLX Train the Trainer after July 17, 2007, because I was told earlier that a 4.0 version of MLX was being released in July 2007.

Please visit my mlxchange website: http://karenross.sef.mlxchange.com/

and give me your comments. (I have not obtained a domain name as yet because I am tossing around a few names.)

Of course, the greatest feature of the MLXpro website -- IT'S FREE. The agent has paid for it in the board dues.

I highly recommend this product to my trainees. It is Fun, Fairly Flexible and FREE.

MLX Muscle – Your Stats from MLX Could Get You That Listing

Karen Ross (Esslinger Wooten Maxwell) — Thu, 12 Jul 2007 14:54:45 -0500

I taught my advanced students to prepare a list/sell ratio grid and print the stats to show what their list/sell ratio was regarding their previous listings.

By clicking on the stats button, the agent gets his particular ratios. It is very interesting to see his average days on market as well.

This could separate the "men from the boys."

Question: Being at 100% might indicate that the agent underpriced the homes consistently???? -- however,

Being in the 90 percentile for list/sales price ratio is better and more believable -- even though MLXchange is considering the last list price that brought the offer and sale.

Obviously, the agent has good control over his business because he has "worked his listing" to the point that his Sellers reduced the price of the property to sell.

PRODUCT: MARKETLINX MLXCHANGE