Mega-Wow Marketing

If you haven’t seen them yet, Mike Paholke and the folks at Excel Print/Mail have a couple of great new marketing products. First are standard sized post cards Excel is calling ‘Rounds.’ I have called them ‘Arounds,’but it’s the same idea: When a new listing comes on the market (listed by some other office) in your target market, you quickly mail your marketing message to the neighbors. ‘Rounds work because when a new listing comes on the market or a new Sold sign appears, people tend to be more open to receiving real estate related messages. Since your message is the best one in existence (sell fast, save thousands), you have a high probability of achieving good results. Excel will fully customize the cards, print them and mail them to whatever radius you specify around a property. The cost is (get this) 25 Cents a card.

When you go to the Excel website you’ll notice upgrades to their card editor. Now there is GREAT flexibility in designing your marketing pieces. Every box, every photo, every bit of text can be edited. It’s great!

The other new product is called the Office Co-Op. It’s an 8.5″x 11″, two sided, card stock mailer. Again it’s fully customizable, but for me, the best content would be to emulate the old ETM: pictures and descriptions of homes for sale, sold and saves, testimonials and an Easy Way. Excel will print, bundle in lots of 200 and mail them for you for 27 Cents apiece! Now that’s a special price only good through February 27, so don’t drag your feet.

You can see these great pieces at Excel’s Website: www.husmailnow.com. Go there, create an account and get busy.

A special note to those of you who may have abandoned the idea of geographical target markets during the downturn: that may have been a good idea at the time, but you are going to drive yourself into inefficiency and non-productivity (not to mention grey hair) if you continue. These new products present a great opportunity to return to the basics you know work. Do your Market Analysis (McCoy will be happy to help you – he has so much fee time!) and then spend a little coin on building your business. You can dominate your target market by year’s end if you get started today.

Arounds

Of course, you have your ‘Just Listed’/’Just Sold’ programs mapped out and happening automatically, right? Good! You do that because you know it works; and there’s solid psychology behind it.

When a sign appears in your neighbor’s yard, a window of opportunity opens in your mind. Suddenly you are curious about why they are selling, where they are going, what they are asking, why they chose that particular real estate company and so on. In essence: you are OPEN to receive a real estate oriented message.

If I can put MY Help-U-Sell real estate message (sell fast-save thousands) in front of you while this window of opportunity is open, the chances of you receiving the message and perhaps responding to it are greater than at any other time . . . except, perhaps, when YOU need to buy or sell. And there’s not that much time to get the message to you. It’s a window, and windows shut.

Now, let’s expand that concept. And let’s change the pronouns. Now YOU are a Help-U-Sell broker. As such, you have carefully analyzed a ton of data about your area and have judiciously chosen a couple of ripe target markets within that area. You’re just getting started (or just getting re-started) and don’t have much of a presence in your target markets. You can use the ‘window of opportunity’ concept that works when YOU get a listing even when YOU don’t have one. Here’s how:

Start cruising your target markets every day. By cruising I mean driving and checking the MLS. You’re looking for new listings the moment they hit the market. They can be listings taken by anybody. All of the neighbors – and ‘all’ might be 40 or 60 or 100 – now have their real estate windows open. They are ready to receive a real estate message. Why shouldn’t it be yours?

Work with Excel Print/Mail (husmailnow.com) and The Alexanders (brandsawonline.com/helpusell) to create a postcard program to go AROUND the new listings that come up in your target market. I think the best thing to do is be fairly generic. Create an ETM-like Jumbo postcard with content that doesn’t change or doesn’t change much. That way, the program is easy to administer and you can get your message out faster. By an ETM-like card, I mean one with pictures of homes for sale, sold & saved listings, testimonials, an Easy Way, and a bulleted description of your program. Decide how many homes you’d like to reach whenever a sign appears and lock that geography down with Excel or Alexanders. Maybe it’s 20 homes across the street from the new listing and 10 on each side. Maybe it’s more.

Now when a new listing comes up, Push The Button. Get your message into those open windows as fast as possible and listen for the phone to ring.

What are the ethics of prospecting around someone else’s listing? Excuse me: last time I read the REALTOR Code of Ethics it didn’t say anything about this! But shouldn’t this kind of prospecting be reserved for the agent who worked so hard to get that new listing or to make that sale? Absolutely not! Because in all probability, the listing agent will NOT make any attempt to reach the neighbors. They will not have taken the time to create an easy to administer program for this kind of outreach and they will be too busy to do it now. It’s YOUR window of opportunity – take advantage of it and watch your target market share bloom.