Mark's Blog

Enough Already! The Truth About Internet Leads

Mark Boyd (Marqeteer) — Fri, 20 Nov 2009 10:55:12 -0600

I am frequently coming across methods/idealisms being taught on the corporate level about internet leads (i.e. keeping your distance OR being over-aggressive in too much of a Sherlock Holmes way) that are counterproductive, to put it mildly.

Yes, internet consumers want anonymity. Yes, you should respect their space.

No, that doesn't mean "Hands Off" entirely.

The internet consumer is protecting themselves from the same person you protect yourself from as a consumer...that individual who obviously doesn't care and has done a poor job memorizing a script to try to convince you that they do care.

For the internet consumer, they need to see evidence that you're not one of those people. With that in mind, here are some points to keep in mind about as you deal with the internet consumer, which really is today's consumer:

1. Internet consumers are tired of being sold. "It's a great time to buy." "It's a great time to sell." Do your homework. In many markets right now, it's not a great time to sell but some people just have no choice. Don't use "salespitch" lines...or if you do, make sure they're truly accurate. Today's consumer sees through that and it will hurt your reputation sooner or later. Shoot straight and speak the truth. There's no better way to earn respect.

2. Internet consumers are scared. You've seen the news, you've read the paper...so have your prospects. People don't know who to trust and, unfortunately, they've learned that not all professionals can be trusted. Click here for the Miami Herald article concerning 10,000 criminals being allowed to sell home loans in Florida alone since the year 2,000. Now I'm not into sensationalism, but there comes a point where we have to acknowledge the many reasons behind the current state of real estate. Real estate pros have more hoops to jump through today to earn the trust of prospects.

3. Remember you play the same games. Enough already! Almost every agent I've coached who has complained about a lead not giving their phone number or name has later admitted that they do the same things when they're online. Hell, every agent I've spoken with who has complained about the Do-Not-Call list in their prospecting has later admitted that they themselves are on the Do-Not-Call list. If you fit into either or both of these catagories (I do), then you can easily put yourself in the consumer's shoes and take good care of them by following one simple guideline: Don't be the person you're both trying to avoid, and you'll do fine.

4. Actions speak louder than words. People are just looking for someone they can trust, and all the verbage in the world isn't going to prove it to them. It's your actions. Do what you say you're going to do. Hand deliver information when you can. In the long run, people aren't going to love you for staying away and not even trying. Don't be pushy, don't be over aggressive...be human.

5. The nature of the internet allows consumers to make contact with you earlier in the process. If I hear the term "Looky-Lou" again, I think I'm going to vomit. That term is outdated anymore and is a cop out. If someone doesn't need you now, there's no excuse for not taking 60 seconds and assigning them to monthly long-term email touches in your system and keeping yourself on their radar. With today's contact management systems, an individual can manage a larger database than an individual has ever been able to manage before. It's up to you to create your own marketing microcosm, and there are many fine choices for contact management available

The internet consumer wants to work with you. They just want to be sure that it's safe to work with you:)

For more info and rambling witicisms, visit www.marqeteer.com.

Your Prospects Don’t Care How Many Houses You’ve Sold

Mark Boyd (Marqeteer) — Wed, 28 Oct 2009 15:30:20 -0500

Let’s get this out of the way first…you don’t get instant respect with the title of “Realtor” anymore.

Sad, but true.

Your prospects don’t care how many houses you’ve sold. In their world, that doesn’t matter. They only care about how you can help them, so as you begin preparing your business plan for 2010 make sure you take time to assess your contact methods and your results.

Are you focusing on your credentials when you’re trying to gain rapport…or are you focusing on your prospects’ needs? I cite car dealership commercials for an example of impersonal marketing that makes less and less sense in an economy like this.

You know those “Sales Event” car commercials? The ones that say things like “We’re trying to set a sales record” or “Help make us the #1 dealership in (enter your state here).” I’ve always had a big steaming plate of “Who Cares?” for those commercials. They offer nothing for me as a consumer. They’re asking me to go into debt so they can break some sales record…?!

We have been programmed for many, many years to focus on credentials…the impersonal part of our professional lives…when we market ourselves. At some point, your true intent and the extent to which you really care for people dictates your long-term success.

I recently had a call with an agent who gave me a perfect example…

She told me about two 4-year full time agents in the same market who are in two totally different places career-wise after 4 years. One works mostly off referrals while the other still has to add 15 prospects a day to her database. One still has to hustle like a brand new agent, while the other…well, you can figure that out.

Which one do you think is taking better care of his/her people?

How are you taking care of your people? Do you have a manageable database that allows you to maintain monthly email contact to augment your normal day-to-day and other marketing you do? It is more imperitive than ever that you keep your name in front of your database on a monthly basis.

As the winter approaches, make plans to scrutinize your database and your methods in your preparation for 2010. Well written monthly email drip campaigns can do wonders for your long-term business in tandem with a strong day-to-day work ethic.

Understanding the Skepticism of Today's Consumer

Mark Boyd (Marqeteer) — Tue, 20 Oct 2009 15:45:55 -0500

There is so much talk and writing about "strategizing" with regard to social media that I see many agents missing the point and basically using social media as yet another "mass e-mail" type of marketing tool. There's this strategy and that strategy and a whole lot of dancing around the truth that's right in front of us.

People want to know who they're dealing with...especially on a decision that can have such a tremendous impact on their future. Any one can talk the talk...but do you REALLY walk the walk?

To put this into perspective, watch this movie clip starring Steve Guttenberg and Roseanna Arquette. It's quite hilarious and is a great illustration of the lack of trust that has developed between consumers and sales professionals. For our educational purposes here, Roseanna Arquette is the home owner or buyer and Steve Guttenberg is the stereotypical sales-type. Since I can't put the video up on here (i.e. I'm too cheap), click on this link to go to my blog on my Marqeteer site.

Enjoy the movie clip and remember that today's consumer just wants to know you're not the Steve Guttenberg character. They simply want to know that your word is good and you mean what you say. Cheers!

VIEW THE MOVIE CLIP AT WWW.MARQETEER.COM

Don't Blame Your Tools...USE Them!

Mark Boyd (Marqeteer) — Thu, 08 Oct 2009 16:56:23 -0500

Here recently I've found myself in more and more conversations with agents complaining about changes in their local MLS...most frequently I hear complaints about Prime Access.

Now I've never used Prime Access, so I can offer no educated opinion one way or the other...however, what I'm finding is a whole lot of unnecessary change in some areas of the real estate business. Some changes make sense while others don't. To quote my good friend (and one of my favorite RE people) Grace Morioka, "The easiest people to sell to are salespeople."

She's right.

Again, sometimes change makes sense, but just as often these changes seem to happen more because someone in charge got sold. I'm not just talking about your local MLS...I'm talking about all aspects of business that affect you. I'm even talking about your decision making...heck, I'm talking about my own decision making!

Every day I encounter people in all realms of business who make decisions to switch to a different CRM, a different real estate company or some other tool because the one they've already invested in requires some effort. These people are constantly jumping from one system to another, never fully committing to a system long enough to even know if it works.

When you are considering making changes in any aspect of your business, ask yourself this simple question: Why?

Are you looking for an easy way out...or have you really found a better way of doing things? What personal experience are you basing your decision on? It's not always the tools...it's the way you use or don't use the tools that can be the issue.

Take a look at these pictures (and the seascape picture at the top of this post):

They were all done by Don Marco, an Army Air Corp retiree…with Crayola crayons.

Yep.

Remember…your tools don’t necessarily have to be fancy. You just have to use them. Cheers!

To see more of Mark's blog posts and other information, visit www.marqeteer.com.

Is Your Attitude Hurting or Helping Your Business?

Mark Boyd (Marqeteer) — Wed, 02 Sep 2009 16:39:33 -0500

The two greatest joys for me in my marketing consulting & coaching work are the successes I see happening for diligent agents who care and all that I've learned from working with these agents. They are an inspiration to me and a constant reminder that a positive attitude (combined of course with a strong work ethic) can make all the difference in the world in your business. You know who you are, and I thank you:)

I was reminded this morning of a Zig Ziglar quote that I just love:

"As a general rule, we always find something good when we look for something good."

It's a tough market out there, and the agents who persevere have one major thing in common: A sincerely positive attitude which both feeds into and off of their work ethic.

If you're struggling to find that next opportunity (or struggling to bring those opportunities to fruition), always give yourself a reality check. Are you looking for something good or are you waiting for the other shoe to drop? Whichever is the case, it's obvious to your clients.

What you give truly is what you get:)

Struggling? Have You Tried Knocking?

Mark Boyd (Marqeteer) — Mon, 31 Aug 2009 12:29:34 -0500

I was on the phone this morning with Justin Brown, a real estate professional in Fort Worth, TX and he made a statement out of the blue that just blew me away:

"I'm a door knocker. I usually do a street every week...about a hundred houses."

He went on to explain that last year was a very good year for him, but this year hasn't been as good. He was quick to say that the reason for this is that he got away from doing the things that made him successful last year. One of those things was door knocking.

If you're struggling, I challenge you to knock on doors. I know there are many of you who are rolling your eyes or thinking "I'm not knocking on doors," and that's fine. My question to you is, simply: What are you going to do instead of knocking on doors to generate new opportunities?

It's true...you don't have to knock on doors. You don't have to cold call. Hell, you don't have to do anything...but if you're struggling and don't know where your next transaction is coming from, you'd better do something.

Every day I encounter agents who are struggling, paying thousands of dollars a year and going into debt to be a part of a real estate company, and doing nothing with regard to prospecting. They think a lead generation service will serve up closings on a silver platter. They think they can do business by referral only with a database of a hundred people.

If you're struggling, look at your database. Chances are you need more people in it, which means it's time to prospect. Don't make excuses. You may not want to cold call. You may not want to door knock. That's perfectly okay, as long as you have a viable alternative that is honestly accomplishing the same goal...building your database.

Ultimately, you want face-to-face contact with people as soon as possible, so why not take a cue from Justin and knock on a door or two? You might even have fun with it...he seems to enjoy it.

Who Is The REAL Liar?

Mark Boyd (Marqeteer) — Mon, 31 Aug 2009 10:56:25 -0500

I read a great post on AR this morning by Kevin Tomlinson that I couldn't agree with more.

It concerns a phrase that I've heard uttered like gospel in nearly every sales realm I've experienced: Buyers are liars.

Now, underneath the ridiculous generalized corporate rhyming there is a shred of truth. Some people will be evasive when their money is at stake and, in some cases, will not be entirely truthful. Problem is, there's a reason for this and more often than not salespeople in all realms handle these scenarios in manipulative and argumentative ways. These very salespeople behave in the same fashion when it's their money at stake, thus showing the same distrust for salespeople. It's a vicious circle.

A home is, in most cases, the largest purchase of any individual's life. The chaos and aftermath of the housing bubble ruined thousands upon thousands of people financially. Is there any wonder today's consumer is more skeptical than ever before? Until a buyer or seller gets to know you and gets comfortable with you, their guard will undoubtedly be up.

If you feel one of your buyers is a "liar," you have two choices:

1) You can take the sterile and impersonal approach of manipulation through questioning, or

2) You can step back for moment, look objectively at the situation and let your actions show that you care.

That's all you, me or anyone else wants in a transaction that involves our hard-earned money (and taking on a long-term debt).

"Buyers are liars."

That phrase has irritated and disgusted me for years, as I've seen one person after another use it as an excuse to be...shall we say...less than honest with a client or prospect. I agree with Kevin Tomlinson when he says "Real estate agents know they have a reputation for dishonesty. But they counter with this claim of their own (i.e Buyers are Liars). Here's what it says about YOU by stating (or believing) it: I KNOW THAT I HAVE A REPUTATION FOR DISHONESTY...."

If you're handling your clients and prospects in this manner, I'd guess you're probably not getting many referrals. Treat people the way you want to be treated, build a large database of people who are all receiving monthly contact from you (email drips are fantastic when they're used properly), and show through your actions that there's no need for a buyer to be a liar when they're working with you.

Cheers

How Did We Shrink 20% Down To 5%?

Mark Boyd (Marqeteer) — Wed, 19 Aug 2009 15:27:22 -0500

In a conversation with my client Lynn Wetzel yesterday, I mentioned the 80/20 rule of sales and how many RE trainers have told me that it's actually 90/10 in real estate.

Lynn then informed me that NAR recently posted that it's really 95/5. Think about that for a moment: 95% of all RE transactions are generated by the top 5% of agents.

Once upon a time, it was the top 20% of agents. What happened?

I see the difference between agents who take care of their clients and those who don't throughout the course of every day.

The market is tough, opportunities are harder to come by, but those of you who are doing the work (even when you don't feel like it) are the ones who are not only surviving but laying a strong foundation for flourishing business as the market slowly recovers.

Cheers to all of you who are helping to grow that 5% back to where it should be!

Your Database Is Too Small

Mark Boyd (Marqeteer) — Tue, 18 Aug 2009 10:54:34 -0500

"Your database is too small."

I've made this statement to more real estate professionals in the past 3 months than in the past year.

Yes, the market is tough.

Yes, sellers are scared.

Yes, buyers are scared of missing a better deal if they commit to the one in front of them.

Yes, there are transactions happening every day and someone is making those transactions happen.

No, you can't maintain a real estate career with only 200 people in your database.

I run into this dilemma every day in my discussions with clients. Now I understand that if you've been in real estate for 15 years (or more) and done things the right way, you probably have a helluva referral network and the guidelines are slightly different for you; however if your database is only a couple of hundred, there's more to your story.

I'm talking about the agent who has gotten into real estate and, in some cases, done relatively well but has seen their business continue to go down to the point of considering another job.

If your heart is in real estate, buyers, sellers and the business of real estate itself all need people like you. If your business has gone down considerably in this market, look at your database. Look at your results. If you don't like your results, then the answer is right in front of you.

If you have a couple of thousand people in your database, you may just need to tweak how you're marketing to them.

If you're like the majority of agents I encounter, your database is simply too small and you need to be in contact with more people.

Are You Going To Give Me A Line of Crap?

Mark Boyd (Marqeteer) — Thu, 30 Jul 2009 15:51:36 -0500

I just had a great chat with Grace Morioka in San Jose, CA and asked her what she thought was the reason for her success with internet leads and today's consumer in general.

It was really simple: Tell the truth.

"The number one test of whether you're going to be looked at as a real estate professional or a used car salesman is are you going to give them (the prospect) a line of crap or tell them the truth? I believe people are sick of being told 'It's a great time to sell!' when it's just not necessarily true. People are tired of being fed sales lines...they see through them. Sometimes that means delivering bad news rather than saying 'Sure I can sell your home for that price.'"

Long term email follow-up is definitely a factor, as well, but long-term follow up is often futile if you don't lay a strong foundation. And a little personality doesn't hurt, either:)

Keep these simple points in mind as you navigate the waters of this tough market. Buyers and sellers are simply looking for someone they can truly trust. Why not you?

Cheers!

Listing of the Week 7-1-09

Mark Boyd (Marqeteer) — Wed, 01 Jul 2009 12:41:22 -0500

Are you stumped by the current state of the housing market? One too many deals trunkated after so much work?

Wood you like to branch out and offer a more unique property for your buyers?

How 'bout this beauty? Great view, wraparound porch...a real treet. Heck, even the Keebler elves would be jealous.

You CAN help someone who is looking to refinance!

Mark Boyd (Marqeteer) — Mon, 29 Jun 2009 16:58:28 -0500

"I can't do anything for someone looking to refinance."

In your day-to-day work as a realtor, you inevitably will come across people who are interested in refinancing. Whether through your own prospecting, lead generation or bumping into someone at the grocery store, refi's are out there...and rest assured most of them understand that you're not a banker and cannot help them directly with a mortgage. Yes there are some homeowners who may not fully understand and who might think you DO handle mortgages.

In both instances, my question is the same:

Why do so many realtors treat these people as a bother and a waste of time?

Think about it for a moment...

Distrust among consumers with regard to mortgage lenders is at an all-time high and many people are reluctant to contact the lenders directly. They want a referral. Who better to ask for a referral than those who use mortgage lenders the most? Realtors.

Yeah, I know. This doesn't put money in your pocket right now, but taking the high road sometimes means your rewards come later rather than sooner. If you're in contact with someone who wants to refinance their home, take 5 or 10 minutes to talk with them, listen to their situation, and recommend a lender or specific loan officer(s) you have had a good experience with.

People appreciate this. They really do. And if you have a solid long-term follow-up system in place (good, well written email drips and other correspondence), you will be pleasantly surprised at the opportunities that will come as a result of these brief encounters.

People really appreciate your referrals and most people realize you don't get paid to do that. Just remember that you, me, ALL of us are inundated daily with a ridiculous amount of information from all resources, making it more and more difficult to remember those people who have helped us. That's why you must have a long-term follow-up system in place.

Do your best to genuinely help people. Then make sure they remember you through your long-term follow-up:)

Twitter: Ego Gratification or Communication Tool?

Mark Boyd (Marqeteer) — Tue, 16 Jun 2009 13:10:50 -0500

Once again, as Eric Clapton sang in the theme to the Paul Newman movie The Color of Money:

It's in the way that you use it.

First of all, let's do a reality check. Unless you're Lance Armstrong, very few people want to know if you just twisted your ankle on a bike ride. Unless you're Shaq or some other person with legitimate celebrity status, very few people want to know what you're having for dinner tonight.

More and more I'm seeing people use Twitter too much as a mass marketing tool (and an ego gratifier) and not nearly enough as two-way communication. Now if you're a Tom Hopkins, Zig Ziglar or someone in the real estate world who really DOES have a large following, you're probably not going to be leaving many replies simply by the sheer logistics.

The rest of us have no excuse.

If you're using Twitter to update everyone on what you're doing, but you just never seem to have the time to reply to the "Tweets" of people following you (same goes for Facebook and other social media), you're missing the point and shooting yourself in the foot. There's not a day that goes by that I'm not in a conversation with a client, friend and/or colleague who is irritated with a person who "is always telling everyone what they're doing, but he/she never bothers to respond to what THE REST OF US are doing." This type of behavior comes across as very self-important in social media.

Social media are bringing larger numbers of people into close contact with each other like never before in our history. A major by-product of that is your actions (or lack thereof) are leaving a positive or negative impression more quickly with more people than ever before in our history.

Take time to assess your actions and be honest with yourself. Today's market is tough and it's only natural to look at social media and become enamored with the power to potentially generate business with soooo many people. Just make sure you take the time to respond, because the way Twitter and all social media will ultimately help you business-wise is that people will get comfortable with you and feel like they know you...like you...and trust you.

This can only happen if you take the time to respond:)

Listing of the Week 6/15/09

Mark Boyd (Marqeteer) — Mon, 15 Jun 2009 18:20:45 -0500

OK, it's been a while since I shared an out-of-the-ordinary dwelling with you so this one's a stone-cold winner.

What unique property with igneous and sedimentary infused walls and a view that is simply metamorphic!

Naturally nestled in a delightfully steep hillside, the rooftop offers unparallelled sledding, skiing and snow-tubing thrills in the wintertime while really not doing much at all to squelch the brutal heat of the direct sunlight in the summer.

Parking may be a problem, too, but I wouldn't worry too much about it.

What Is Your Purpose?

Mark Boyd (Marqeteer) — Wed, 06 May 2009 21:10:36 -0500

" The point is, ladies and gentleman, that greed -- for lack of a better word -- is good.

Greed is right. Greed works.

Greed clarifies, cuts through, and captures the essence of the evolutionary spirit.

Greed, in all of its forms -- greed for life, for money, for love, knowledge -- has marked the upward surge of mankind. And greed -- you mark my words -- will not only save Teldar Paper, but that other malfunctioning corporation called the USA." - Gordon Gekko (Michael Douglas) in Wall Street

Given the current state of our economy, I offer this in contrast:

"Competition with a true honest goal of doing right by your fellow man or woman is good. Healthy competition amongst people who genuinely care makes us all inherently better at what we do.

Without that stated goal all you have is competition itself, which is poison. Without a true and honest goal, competition becomes nothing more than a number which inevitably serves someone else's goal...regardless of its purpose." - Me (Mark Boyd) in my living room

Your Phone Voice Can Make Or Break You

Mark Boyd (Marqeteer) — Fri, 01 May 2009 09:00:50 -0500

"It's a fact that many of your clients and prospects are going to judge you by your phone voice."

One of my absolute favorite people in the real estate world is Jennifer Allan, author of Selling With Soul. She did a blog post recently that not only is right on, but it magnifies the importance of radiating a genuine positive attitude to your client base...especially in the face of such a challenging market. (Click on any link in this post to see Jennifer's full post)

Jennifer relates her experience recently chatting with agents during some online seminars:

"The difference among the various voices I was matched up with was striking. Some of the voices were hesitant and unsure; some were bold and somewhat abrasive and a few were warm and inviting. I naturally have fond memories of the warm & inviting voices; not so fond memories of the others."

In coaching I speak to at least 20 different agents per day, and the most glaring weakness is phone presence. The most common problems I encounter are either a sourpuss voice that sounds like a frown or an overagressive voice that sounds pushy. Listen to your own voice mail greeting. What does it say about you? What is your voice telling other people about you.

Regardless of what you say, people will mostly remember how you said it. How did you say it?

"Of all the real estate agents I've spoken with on the phone this week, only two or three of them would have inspired me to pursue a professional relationship with the person, had I been in the market for a real estate agent."

Now I'm going to wave Jennifer's flag a little bit. Having read her blog, spoken with her on the phone and met her in person, it's obvious that she lives what she teaches. I called her out of the blue one evening to thank her for comments she had left on my blog. Her comments always make me think. She was gracious enough to talk to this total stranger for a good 20 minutes or so. Her voice on the phone is the same as her voice in her blog is the same as her voice in person. There's just no substitute for being genuine.

"If you stand up (or sit up) straight when you talk on the phone, put your shoulders back and smile, your phone voice will improve exponentially."

Here's to you, Jennifer!

Cheers

Listing of the Week 4/29/09

Mark Boyd (Marqeteer) — Wed, 29 Apr 2009 09:24:46 -0500

"Beachfront" property with "statuesque" rock formations with lots of peace and solitude. We've been flooded with offers but are still testing the waters for the right buyer. With the current wave of interest and stream of buyers, don't be left off the boat. Pool your resources together and make an offer.

Can't Bank On Your Mortgage

Mark Boyd (Marqeteer) — Wed, 29 Apr 2009 08:47:54 -0500

In going back and purging old emails, I came across one from February with a link to a wonderful blog post by Janet Guilbault in Walnut Creek, CA about the hidden agenda of banks in the current mortgage business crisis.

Here is an excerpt:

"Are mortgage brokers being squeezed out of the business as, one by one, the nation's largest lendersmove to block them from offering their loans? You bet they are. But here's the problem: Anytime you remove competition in the marketplace, anytime consumers lose choices? That's when service goes down and prices go up. It is why registering a car is a pain in the asset. It is why a hamburger costs $10 inside Disneyland."

I most wholeheartedly agree.

Mortgage brokers are caught in the middle...literally the middle man. The way banks see it (as many businesses are in this economy), eliminating the middle man is the quickest way to bring down costs.

It's a vicious cycle, and the big losers are consumers.

Listing of the week 4/22/09

Mark Boyd (Marqeteer) — Wed, 22 Apr 2009 12:11:18 -0500

This house is a real treet. A great place to hang around with the family or friends, too. Great view, but be careful going down the stone steps...they're steep. Also, I wouldn't recommend going out on the capsule porch during storm fronts with high winds. Cliff dwelling has never been so chic.

You can't be successful if no one knows who you are

Mark Boyd (Marqeteer) — Wed, 22 Apr 2009 11:41:13 -0500

I saw a wonderful blog post today called 101 Ideas to Jump Start Your Real Estate Career and I encourage you all to take a look at it. Lisa Udy has compiled a pleasantly exhausting list of ideas that, quite frankly, I wish I had come up with:) I describe it as pleasantly exhausting because you can never have too many ideas. You'll find more than a career's worth here.

CLICK HERE TO VIEW THE POST ON LISA UDY'S ACTIVERAIN SITE

The sentence which opens her blog post says it all:

Let's get down to business, you can't be successful if no one knows who you are.

Cheers to you today!

Work...What A Pain In The Ass

Mark Boyd (Marqeteer) — Thu, 09 Apr 2009 15:13:45 -0500