When Marketing To Homeowners Think As The Homeowner Thinks

By
Services for Real Estate Pros with RE/MAX Executive Realty 104763
https://activerain.com/droplet/5hXT

What do you do when you’ve been marketing for a year and you’ve received no business from it? Aside from the fact that it cost you money, the most severe result is you made no money!!

Did you not prepare that particular method as you should have? If it is direct mail marketing, and others are using that method with good results, maybe the message on the postcard was not one that triggers a response.

Homeowners today are not as they were decades ago. The message must be focused on the homeowner.  It is all about the homeowner today.

What’s in it for them? How will you help them go from point A to point B? How will they bridge the gap between selling and buying with a stress free transaction?  Homeowners want a leader to lead them, and there are tasks they expect of the real estate agent.

Not too long ago, listing presentations were based on “who you are; what you do; and how well you do it.” It continues to be those three topics and one more very important one.  What will you do specifically for me so I can receive the most money in the shortest period of time?

Do not blame the marketing method for the lack of response. Do not cast that method aside, before you step back and think as the homeowner thinks.  If you were the homeowner, profile the agent who would fit well within that demographic, and reflect that in one thought on the postcard.

Use a graphic that reflects that thought. I like subliminal messages, BUT every postcard MUST have a clear message of what is being offered. It is a Free Market Analysis.  Don’t change the phrase to eliminate Free. Create a postcard with a common sense theme and one that will trigger that homeowner to call you.

The only purpose of that Free Market Analysis postcard is to make your phone ring.  Once it rings and you answer, the ball is in your court for the remainder of the process. The postcard accomplished the job it was designed to do.  MAKE THE PHONE RING!!!

If your postcard is not appealing to that homeowner, you’ll never have the opportunity to cross their front threshold. Get your foot in the door and make sure you have a pre-listing presentation that knocks them off their chairs.

Just a quick thought for the moment…..  

 

Posted by

       

Barbara Todaro

Marketing Agent for The Todaro Team

308 W. Central St...suite E

Franklin, MA 02038

508-918-9148

Exclusive Marketing Agent for The Todaro Team

 

             Copyright © 2009 - 2019 Barbara Todaro

                               All Rights Reserved



 

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Re-Blogged 1 time:

Re-Blogged By Re-Blogged At
  1. Ginger Harper 04/16/2019 12:13 PM
Topic:
Real Estate Sales and Marketing
Groups:
The Art Of Marketing You
Bartender, Make it a Double
Old Farts Club

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Rainmaker
4,869,290
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

Debe Maxwell, CRS I responded to your comment.... it's all about the homeowner.... the homeowner wants to know WIIFM.... so we let them know and we focus on what we do for them and how well we do it.... yes, we show them how well we do it.... and those stats are ALWAYS in our pre-listing presentation....

Apr 14, 2019 10:07 AM #34
Ambassador
3,184,739
Debe Maxwell, CRS
www.iCharlotteHomes.com | The Maxwell House Group | RE/MAX Executive | (704) 491-3310 - Charlotte, NC
Charlotte Homes for Sale - Charlotte Neighborhoods

You know, you made me think of something else - if other agents aren't including it in their presentations, what does that tell a seller?

I do ask the with whom I am competing and pull up our side-by-side stats right in front of them. It's like magic - spontaneous data IS magic! LOL

Apr 14, 2019 11:35 AM #35
Rainmaker
4,869,290
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

that's absolutely right....and I update ours monthly.... I did the quarterly stats.... and until we finish the first half of the year, I'll be doing each month....sellers want to know "how well you do"....every one wants to deal with successful people.... we just picked up another listing and we were up against 2 other agents who gave prices $5k-$10k higher than our top price within the realistic range.... they listed with us at the lower price and we made it clear we would not give an inflated figure to secure the listing.... we don't like doing "improved price" blog posts....we like "offer accepted" blog posts....

Apr 14, 2019 11:44 AM #36
Rainmaker
527,231
Karen Feltman
Cedar Rapids/Iowa City, IA KW Legacy Group - Cedar Rapids, IA
Relocation Specialist in Cedar Rapids, Iowa

We absolutely need to show how we can solve their problems.  Especially how we can get their home sold for the most money with the fewest amount of hassles.  Great post.

Apr 14, 2019 02:07 PM #37
Rainmaker
4,869,290
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

Karen Feltman many homeowners today are very concerned about the process of selling and buying, back to back....they want to know how we plan on bridging that gap.... and how they will find a home with such low inventory....many issues to discuss but we must market to these folks to make them find us.... that's how I design my postcards.... with those thoughts in mind....

Apr 14, 2019 02:38 PM #38
Rainmaker
383,182
Susan Rupert
Kissinger Bigatel & Brower REALTORS - State College, PA
ABR, CRS, e-PRO, MCNE, SRES, REALTOR

Barbara as always great information. Our business is changing constantly and we have to change with it. 

Apr 14, 2019 05:00 PM #39
Ambassador
3,914,146
Jeff Dowler, CRS
Solutions Real Estate - Carlsbad, CA
The Southern California Relocation Dude

Hi Barbara:

I think we often forget about the purpose of our marketing and that it IS all about the seller, not us. It's really not about what wethink they should know, but what THEY want and need to know.

Jeff

Apr 14, 2019 08:20 PM #40
Rainmaker
4,869,290
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

Susan Rupert that's totally correct....we must change as the market changes...

Jeff Dowler, CRS and the agents who don't provide what they want and need to know will not get their business....

Apr 15, 2019 03:10 AM #42
Rainmaker
3,054,377
Kristin Johnston - REALTOR®
RE/MAX Realty Center - Waukesha, WI
Giving Back With Each Home Sold!

I love all the insights and comments but Jeff above  nails it!!

Apr 15, 2019 06:32 AM #43
Rainmaker
4,869,290
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

Kristin Johnston - REALTOR® Jeff always nails it.... 

Apr 15, 2019 06:38 AM #44
Rainmaker
282,019
Shirley Coomer
Keller Williams Realty Sonoran Living - Phoenix, AZ
Realtor, Keller Williams Realty, Phoenix Az

Always great information.  If we do our listing presentation correctly, we show sellers a "realistic" price range for their house with sales of comparable homes.  Sellers need to see that overpricing their house could lead to being "that" overpriced home we show sellers with high days on market.  You are so right, it isn't about us, it about what we will do for them.

 

Apr 15, 2019 06:50 AM #45
Rainmaker
744,800
Nick Vandekar, 610-203-4543
Long & Foster Real Estate Inc 610-225-7400 - Devon, PA
Tredyffrin Easttown Realtor, Philly Main Line

Another well thought out and written post on marketing and getting results from what we do. Thank you.

Apr 15, 2019 10:01 AM #46
Rainmaker
2,941,849
Scott Godzyk
Godzyk Real Estate Services - Manchester, NH
One of Manchester NH's Leading Agents

No better advice than right here Barbara Todaro . Many times I hear that a seller chose me to list with because i made it about them. Getting my foot through the door is all i need. But it is more challenging today then ever, 

Apr 15, 2019 10:42 AM #47
Rainmaker
4,869,290
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

Shirley Coomer we just secured another listing and we were competing with two other top agents.... they were thousands over the price we gave.... we showed them why ours was the right range.... and they understood.... 

Apr 15, 2019 11:19 AM #48
Rainmaker
4,869,290
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

I enjoy passing my thoughts to everyone here and receiving feedback from them.... and what they do!! Nick Vandekar, 610-203-4543 

Scott Godzyk it's all about them.... what they want to know and what they need....

Apr 15, 2019 11:21 AM #49
Rainer
488,833
Dörte Engel
RE/MAX Leading Edge - Bowie, MD
ABC - Annapolis, Bowie, Crofton & rest of Maryland

Dear Barbara,

Very good advice. If we think about ourselves, we might want to buy some of the things that people are offering, but if it is not clear what they are selling, it is off to the trash in less than a minute.

Apr 15, 2019 09:22 PM #50
Rainmaker
2,734,996
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

A lot of times, in my experience, it’s about speaking with the audience and thinking like them.

Apr 15, 2019 10:46 PM #51
Rainmaker
324,718
Karen Rice Madison AL Realtor
Keller Williams Realty Madison - Madison, AL
434-282-7936 Call/Text

It's so true that, "Homeowners today are not as they were decades ago."  These days it takes a concise and compelling call-to-action to cause pause to a spam-weary homeowner opening their mail over the trash can.

Apr 16, 2019 03:18 PM #52
Rainmaker
917,407
Ginger Harper
Coldwell Banker Sea Coast Advantage - Southport, NC
Your Southport~Oak Island Agent~Brunswick County!

 

Such great advice.  Sellers are smarter than ever.

Apr 18, 2019 06:42 AM #53
Rainmaker
60,835
Ricardo Mello
Manhattan Miami Real Estate - Manhattan, NY
Manhattan & Miami Real Estate Agent

Great advice Barbara!

May 01, 2019 11:08 AM #54
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