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To generate a new client it costs between 5-10 times what it costs to maintain an existing one.
What someone else says about you is 10 times more believable that what you say about yourself.
Referral clients are generally less likely to negotiate commissions, interview other agents and in many cases they are sold on you before they even meet you - since someone else told them about you.
Stop and think just for a second about the top three statements. If it costs so much more to generate an existing client then why do so many agents neglect their past clients and sphere of influence?
I think that most agents just don't realize how much more expensive it is to obtain a new client and since the client they just sold a house to is no longer in the market they choose to spend their efforts elsewhere.
The advice I give to agents is that it's not about when that person in their sphere of influence is going to sell their home or buy a new one, but equally important is that that person could refer business to them. After all that maybe the house they plan to retire in, but these people that know and love you, and have done business with you could - if treated right - be your next Raving Fan.
It's crucial that you develop and implement a system to continuously stay in touch with your database. Marketing to your sphere of influence is the absolute best use of your marketing dollars.
Transforming your sphere of influence into "Raving Fans" should be every agents goal.
Step number one is building up your database, start with making a list of everyone you know that could buy or sell a home through you or could refer business to you. You can use a memory jogger to increase the people in your database. You may be able to find a better one more specific to real estate. Continue to feed it daily.
The next step is coming up with a strong and consistent follow up system. As the result of studying the very top agents from all across the country, Gary Keller in the Millionaire Real Estate Agent book recommends contacting your database 33 times a year. You've got to develop a system to consistently touch your database 33 times each year or if you don't want to reinvent the wheel, check out ours.
We developed a very aggressive and successful 33 touch campaign to touch people in our database from different marketing mediums. We combined powerful marketing messages (USP's - uniques selling propositions) that produced great results with consistent touches.
The more different directions your touches come from the better. I don't believe that sending someone 33 emails is going to do the trick. We combined newsletters, postcards, phone calls, personal notes or cards, and pop-ins to come up with our 33 touches.
You can see my previous article on pop-ins to learn more about a systematic effective approach for pop-ins.
To learn how you can generate four or more closings each month using a simple automated follow up program visit
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our FB fan page Real Estate Training for Agents http://www.facebook.com/pages/Real-Estate-Training-for-Agents/240224734144?ref=ts
Although direct mail is one of the most costly forms of advertising, it is also one of the most productive. Email is the cheapest, but also the easiest to ignore. Plus you never really know if they received your message, it could have easily been caught by a SPAM filter or never even made it to their in-box. Over the years, I've found that it's best not to rely solely on one marketing medium, but rather scramble it up and utilize several different sources to effectively reach your target market.
Some people are email people, some people are direct mail people,others would rather talk on the phone or meet face to face, because everyone’s different and you don’t know who prefers which type of communication over another or who is more likely to tune out or ignore one particular type of communication is precisely the reason I recommend using all of them to target your audience.
However, today I'm going to focus on postcards. Postcards are one of my favorite forms of marketing.
o They are the least expensive form of direct mail.
o The recipient sees your marketing message since there is no envelope, you don’t have to worry about whether or not they open it up as the case with a typical letter
o They are inexpensive to produce. You can print them yourself and print up to four cards off one sheet of card stock
o You can track your results
However, it is crucial to your success that all your postcards contain a unique marketing message - something that sets you apart from your competition. The other important point I will make is that you need to mail them out on a consistent basis to your target market.
Forget about the recipes for your homemade sweet potato pie, home maintenance tip of the month, turn your clock back or forward postcards, or any of the other types of postcards that most agents send out. Don't waste your money on image advertising when image ads don't work in real estate. I know this because I used to use them with no success. You have got give people a compelling reason to desire to use your services and postcards are one of the most effective methods for getting your message out.
The postcards that have been most successful in my personal business have all have very strong marketing messages backed with strong guarantees and special programs. We designed different USP's (unique selling proposition) with different marketing messages for different target markets, for instance our "Sell it Yourself, While it's Listed and Pay No Commission Program" might be very intriguing to a FSBO, but our "Sold in 39 Days Guaranteed" might be just the thing an expired owner may be looking for after having their home on the market with another agent for the last 6 months.
One of the things I like best about postcards is that you can easily print them yourself. We’ve designed them in microsoft word and publisher. You can probably design them with software you already own. And I will tell you, some of the best postcards that I ever mailed out and gave me the best return on investment were black ink on bright yellow cardstock. Don’t try to compete with the expensive luxury designer style oversize postcards with beautiful photos and fonts. It’s your message that will get you the listing, not the pictures.
It shouldn't cost you more than a few cents by printing four on one piece of card stock and postcard postage currently less than $.30. You should be able to contact 3 different people for around a $1. I've found that ones I've designed and printed myself actually outperformed ones I purchased from a company that were slicker and more professional looking. The problem with purchasing the fancy designer looking postcards is that they blend in with what every other agent is sending out and you don't stand apart from the competition.
A few years ago I wasn’t getting the results that I wanted when I sent out postcards to a farm area. I was sending out lots of just listed and just sold postcards, and although I was generating a little business I knew the results should have been better. I had my marketing message on the postcard, but it was small and on the back - the same side where you put the address. On the front was a nice beautiful photo of the property I just sold or had just listed. It didn’t stand out from my competition.
Because the focus of a just listed or just sold postcard is to obtain more listings - not to try and sell that home, I had it backwards. Sure it would be nice to sell a home off of a postcard, but in 13 years it never happened for me, but I did get lots of listings especially once I made my marketing message the focus of the postcard. I simply flip-flopped the postcard. On the front, in huge letters I put the words “Your Home Sold in 39 Days or I’ll Sell it for Free” and on the back (next to the address block) I put a small photo of the new listing and a little information about the home. Remember your goal when sending out postcards to your sphere or your farm area. ensure that they get the message you are trying to deliver don’t do like I did and bury it on the back. Your marketing message is like a newspaper headline - it should make the reader want to learn more.
Postcards are an easy way to target absentee owners. My very first full calendar year in the business I sold 62 homes and by far the majority of my clients were absentee owners. I simply got a list from our county appraisal district office and started mailing out postcards like crazy. There wasn’t a lot of competition targeting absentee owners at the time. There was no rhyme or rhythm for what I was doing, I didn’t have a system or even a marketing message at the time, I was just catching people at the right time. And it worked out great because people that were responding to my postcards were much less likely to interview other agents and because I was new that was a good thing for me.
Another great feature about postcards is that you can save both time and money by choosing to print the addresses directly onto the postcards (using mail merge) or you can use labels if you prefer. Since a postcard arrives “opened” It's not like it's an envelope that you're trying to disguise to ensure it gets opened and not sorted over the garbage can.
Your return on investment with postcards is better than just about anything else I ever used. But you’ve got to have the right mindset going into this and realize that you may have to send out 1000 postcards just to get one response. But think about this - if you mailed out 1000 postcards and you printed them yourself it would cost you probably in the neighborhood of $350. If you got just one average $175,000 listing that sold you could pay for months of postcard marketing.
Results are influenced by so many different factors. Your marketing message, the layout of your postcard, the time of the year you send them, the turnover rate in a particular area, the frequency of your mailings and repetition can completely influence the results you will have.
| 4064 Southern Trace |
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4064 Southern Trace
College Station, TX
4 Bedroom, 4.5 bath
1813 sq. ft.
Well located and perfectly maintained 4 Bedroom 4 1/2 bath home. Located with easy access to A&M. This two story home features tile floors in entry, living, dining & kitchen areas. Refrigerator, washer & dryer convey. Covered patio & storage room provide extra storage. Privacy fenced yard.
Contact Information:
The Smith Team
Keller Williams - The Smith Team
2700 Earl Rudder Fwy. S. Suite 3000
College Station, TX 77845
Phone: (979) 695-3300
Fax: (979) 693-9144
Email: andrewsmithteam@NUMBER1EXPERT.com
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1703 Brazoswood
College Station, TX
4 bedroom, 2 full bath
2178 sq. ft.
Priced in the $220's
Lovely home centrally located at the end of a quiet cul-de-sac. Spacious open floorplan with huge backyard (end of cul-de-sac with lots of room for kids and pets to play and a pool). Large (16'6" x 15') master bedroom with jacuzzi tub in master bath. Recent improvements include; new roof 9/09, hardwood flooring, interior painting (10/09), carpet (10/09), recessed lighting, over and under cabinet lighting in kitchen, 2" blinds throughout, lighting fixtures and fans.
Contact Information:
The Smith Team
Keller Williams - The Smith Team
2700 Earl Rudder Fwy. S. Suite 3000
College Station, TX 77845
Phone: 979-695-3300
Fax: 979-693-9144
Email: andrewsmithteam@NUMBER1EXPERT.com
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$109900 17796 La Posada (College Station)
Date: 2009-09-21, 2:31PM CDT
Reply to: your anonymous craigslist address will appear here [Errors when replying to ads?]
 17796 La Posada
Type: Land
Location: 17796 La Posada, College Station, TX 77845
Bedrooms: 0, Bathrooms: 0 full, 0 half, 0 three-quarter bath
Price: $109,900
Description: Gorgeous land in a great subdivision. Ready for the perfect home to be built on it. Close to the neighboorhood park and pond. Country atmosphere still close to the cities of Bryan-College Station.
Visit www.RealEstateBCS.com for more information.
Contact Information:
The Smith Team
Keller Williams - The Smith Team
2700 Earl Rudder Fwy. S. Suite 3000
College Station, TX 77845
Phone: 979-777-7677
Fax: 979-693-9144
Email: andrewsmithteam@NUMBER1EXPERT.com
 
17796 La Posada (google map) (yahoo map)
- Location: College Station
- it's NOT ok to contact this poster with services or other commercial interests
Don't miss out on this great opportunity! You must purchase before Dec. 1, 2009.
Call our office (979) 695-300 to get on track to take advantage of this great program before it's too late. Visit our website www.RealEstateBCS.com to see all properties in Bryan-College Station and surrounding areas.
This is an actual check from one of my First Time Buyers who bought a home last month, and immediately filed his 2008 tax return - which he had already filed an extension for - and this week received the above check !
... before his home purchase, his return was going to give him a refund of approximately $4,000 !!!! ... as you can see, he qualified for the tax credit, and received $8,000 additional dollars from the government for buying his home.
@@@ FOR FURTHER INFORMATION - BE SURE TO CONSULT YOUR ACCOUNTANT TO SEE IF YOU CAN RECEIVE THIS YOURSELF @@@
Per the IRS.gov website, you may qualify to receive this credit if you meet the following qualifications:
"... qualifying taxpayers who buy a home before Dec. 1, 2009, can claim the credit on either their 2008 or 2009 tax returns. They do not have to repay the credit, provided the home remains their main home for 36 months after the purchase date. They can claim 10 percent of the purchase price up to $8,000, or $4,000 for married individuals filing separately.
The amount of the credit begins to phase out for taxpayers whose adjusted gross income is more than $75,000, or $150,000 for joint filers.
For purposes of the credit, you are considered to be a first-time homebuyer if you, and your spouse if you are married, did not own any other main home during the three-year period ending on the date of purchase."
The credit itself:
- Applies to purchases that close after April 8, 2008, and before Dec. 1, 2009.
- Applies only to homes used as a taxpayer's principal residence.
- Reduces a taxpayer's tax bill or increases his or her refund, dollar for dollar.
- Is fully refundable, meaning the credit will be paid out to eligible taxpayers, even if they owe no tax or the credit is more than the tax owed.
So if you were considering buying a home this year - be sure to talk to your accountant as you may also qualify to get $8,000 extra dollars for buying your first home !
ALSO: Be sure to check out a post from respected Loan Officer Jeff Belonger explaining how you may be able to receive an 'up front loan' for this credit to use towards closing costs or additional downpayment over your mandatory 3.5% payment on your FHA loan !
@@@PLEASE NOTE: ALL INFORMATION ABOVE DEEMED RELIABLE PER THE IRS.GOV WEBSITE, HOWEVER IS SUBJECT TO CHANGE AT ANY POINT ON ANY DAY ! - CONSULT YOUR TAX ACCOUNTANT BEFORE EXPECTING ANY PORTION OF THIS CREDIT.
@@@@ UPDATED: BELOW IS THE FORM NEEDED TO FILE FOR THIS CREDIT IF YOU QUALIFY - YOUR ACCOUNTANT SHOULD HAVE IT AND WALK YOU THOUGH IT ! GOOD LUCK !
$138000 / 2br - 3527 Midwest
Date: 2009-09-04, 4:16PM CDT
Reply to: hous-yv2at-1358797238@craigslist.org [Errors when replying to ads?]
 3527 Midwest
Type: Multi Family Home
Location: 3527 Midwest, Bryan, TX 77802
Bedrooms: 2, Bathrooms: 1 full, 0 half, 0 three-quarter bath
Price: $138,000
Description: Conveniently located in a quiet neighborhood near Blinn, St. Joseph Hospital and Tejas Center. This 4 Unit 2 story complex offers 2 bedroom 1 bath units. A foyer entrance with 2 units downstairs that offer a patio area and 2 units upstairs with a balcony.
Visit www.RealEstateBCS.com for more information.
Contact Information:
The Smith Team
Keller Williams - The Smith Team
2700 Earl Rudder Fwy. S. Suite 3000
College Station, TX 77845
Phone: 979-777-7677
Fax: 979-693-9144
Email: andrewsmithteam@NUMBER1EXPERT.com
3527 Midwest (google map) (yahoo map)
- Location: Bryan
- it's NOT ok to contact this poster with services or other commercial interests
$375000 / 3br - 4056 Austin's Estates Dr (Bryan )
Date: 2009-08-14, 11:38AM CDT
Reply to: your anonymous craigslist address will appear here [Errors when replying to ads?]
 4056 Austin's Estates Dr
Type: Single Family Home
Location: 4056 Austins Estates Dr, Bryan, TX 77808
Bedrooms: 3, Bathrooms: 2 full, 1 half, 0 three-quarter bath
Price: $375,000
Description: Your own private world snuggled on over 2 acres. Minutes from everything in Austin's Estates. This spectacular 3 bedroom 2.3 bath home is perfect for entertaining. The open floorplan features kitchen with granite countertops, living room with fireplace, & large gameroom with exposed beams. Master suite offers sitting area, jacuzzi tub, & large walk-in closet. Outside you will find lush flowerbeds that you can enjoy from the large covered patio. 3 car garage, workshop, & 20x30 shed.
Visit www.RealEstateBCS.com for more information.
Contact Information:
The Smith Team
Keller Williams - The Smith Team
2700 Earl Rudder Fwy. S. Suite 3000
College Station, TX 77845
Phone: 979-777-7677
Fax: 979-693-9144
Email: andrewsmithteam@NUMBER1EXPERT.com
4056 Austins Estates Dr (google map) (yahoo map)
- Location: Bryan
- it's NOT ok to contact this poster with services or other commercial interests
$155000 / 3br - 4611 Harrow Ct (Bryan )
Date: 2009-08-13, 12:12PM CDT
Reply to: your anonymous craigslist address will appear here [Errors when replying to ads?]
 4611 Harrow Ct
Type: Single Family Home
Location: 4611 Harrow Ct, Bryan, TX 77802
Bedrooms: 3, Bathrooms: 2 full, 0 half, 0 three-quarter bath
Price: $155,000
Description: Painted with Sunshine! The home & the neighborhood are joyous places to be. You'll love this bright 3 bedroom 2 bath home featuring recently updated wood laminate flooring, tile and carpet, double hung windows, outside a/c unit & attic heating unit. The kitchen has new cabinets & stone counter tops. Stay warm & cozy in the living room with fireplace and enjoy the view from large window in the dining room. Beautifully accented with high ceilings & crown molding. Energy efficient double pane windows.
Visit www.RealEstateBCS.com for more information.
Contact Information:
The Smith Team
Keller Williams - The Smith Team
2700 Earl Rudder Fwy. S. Suite 3000
College Station, TX 77845
Phone: 979-777-7677
Fax: 979-693-9144
Email: andrewsmithteam@NUMBER1EXPERT.com
4611 Harrow Ct (google map) (yahoo map)
- Location: Bryan
- it's NOT ok to contact this poster with services or other commercial interests
$175000 / 3br - 4464 Conquistador Cir (Bryan)
Date: 2009-08-13, 11:18AM CDT
Reply to: your anonymous craigslist address will appear here [Errors when replying to ads?]
 4464 Conquistador Cir
Type: Single Family Home
Location: 4464 Conquistador Cir, Bryan, TX 77807
Bedrooms: 3, Bathrooms: 2 full, 0 half, 0 three-quarter bath
Price: $175,000
Description: Beautiful country home located just minutes from Bryan-College Station near Lake Bryan. This 3 bedroom 2 bath home offers a large open floor plan. Stone wood burning fireplace and large windows add a cozy touch to living room. Efficient kitchen with eat-in bar, tile and plenty of cabinet space. The wooded grounds provide shady comfort with large mature oak trees. The built-in deck provides the perfect place to enjoy the hot Texas nights.
Visit www.RealEstateBCS.com for more information.
Contact Information:
The Smith Team
Keller Williams - The Smith Team
2700 Earl Rudder Fwy. S. Suite 3000
College Station, TX 77845
Phone: 979-777-7677
Fax: 979-693-9144
Email: andrewsmithteam@NUMBER1EXPERT.com
4464 Conquistador Cir (google map) (yahoo map)
- Location: Bryan
- it's NOT ok to contact this poster with services or other commercial interests
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Andrew Smith
Conroe,
TX
More about me…
Keller Williams Realty Conroe - Lake Conroe - Huntsville
Address: 2200 North FM 3083 West, Conroe, TX, 77304
Office Phone: (936) 525-3214
Cell Phone: (979) 777-7677
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