Yesterday Susan Davis left an insightful comment on my latest Localism post which I admit is NOT the preferred way to generate calls. (But you can check out "Caesar Told You There Would Be Days Like This" for a laugh.)
Susan wrote: "Andrew, I noticed in your sig paragraph, you instruct buyers and sellers to hire "experienced" agents. I am just curious, how would one "unexperienced" agent get "experience" if no body hires them? Just pondering, Susan"
Well, Susan, Realtors are akin to magicians. We're adept at creating the illusion of expertise when often we're really exiting our novice phase. And that's okay. Your passion and exuberance will get you hired eventually.
Marketing = illusion. You and I purchase products all day (some of you all night) because we're expecting to feel different after the purchase. Or after the use. Notice I've refrained from using the word 'sensation' because my teenagers sometimes stop by Dad's blog and it's not even three P.M. yet.
Susan, you just have to secure your first listing and sell it and you are on your way to old salty dogdom. Microsoft and its intrepid, impenetrable Founder, Bill Gates, as Master Magician has supplied you with all the doves, rabbits and sawed-off men you need.
- Use Publisher for postcards or flyers.
- Excel for statistical reports in your CMA.
- Outlook as a contact database (I prefer Top Producer because old dogs would rather
lick fight than switch). - Word for submitting ads to the print media.
- There's Picture Manager for digital photos. The list goes on and on.
Heck, hang around Active Rain long enough and someone will teach you in three easy steps how to calibrate the piston up/down stroke of a 1967 Piper Cub airplane at 343 M.P.H.
As an independent I've internalized all my color printing and do not outsource unless I need a higher quality. I am also a repeat offender at the Post Office with my bulk mailing permit.
With your Microsoft bag of the black arts start producing your marketing materials and go to Staples and fill up a leather Presentation Book:
- Just Listed postcard
- Under Contract postcard
- Just Sold postcard
- Property brochure
- Open House flyer
- Customized CMA written in Word with Excel analysis
- Customized Marketing Plan
- Print-outs of websites you've published your new listing
- Still shots of a Virtual Tour
- Copies of print or newspaper ads
You'll have ten (10) full color, glossy marketing pieces to showcase your first listing.
Do that another three times in a year and you'll have fleshed out a Presentation Book with forty pages of kick-ass content. Don't forget those Letters of Testimony from your satisfied clients.
I include recruiting letters in my Presentation Book that other Brokers send me as other testimonials: "Oh, I'm competing against XYZ? If they can do a better job than me why are they trying to hire me?"
Or "If they want to hire me why shouldn't you?"
That's a filthy, unhittable pitch.
Susan, the average Realtor won't put the work in. As someone new you must. It's called "breaking into the business" because your competitors won't open the door and invite you in.
Once inside they won't know how to get you to leave either.
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Are you thinking of a purchase or sale of Monmouth County real estate? Are you a new real estate agent in Monmouth County in need of expert training and Broker support? Call Andrew, Broker and Owner of ANDREW J. LENZA REALTY, today at (732) 431-9003 to get you on the path of realizing your Monmouth County real estate goals. Or e-mail me or visit me at my company website.
Andrew J. Lenza, ABR GRI MBA Broker/Owner
ANDREW J. LENZA REALTY
73 State Highway 34 Colts Neck, NJ 07722
Office Telephone (732) 431-9003
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Andrew,
Spoken like a true Drill Instructor!!! Thanks, Fran