Tag: Robin Rowland

Set Fee Blog Stats: 2012 In Review

WordPress creates an annual report for bloggers who use their service. I just (finally) opened mine and go some eye opening information:

  • In 2012, there were 67 new posts on The Set Fee Real Estate Blog, bringing the total to 292.
  • There were about 5,400 total views in the year, with the busiest day being February 15, with 72 views.
  • The post that garnered the most views on that day was about Maurine Grisso’s REO Training.
  • Most viewed posts for the year were (in order):
    1. How To Do It, Step 6: Accountabiity
    2. The Buyer Questionaire
    3. Old Scripts/ New Scripts
    4. Full Service Broker vs Limited Service Broker vs Discount Broker
    5. Clarifying Terms: Full Service Broker, Limited Service Broker, Discounter, Help-U-Sell

It seems pretty clear that the public is confused about the difference between full service, limited service, discount service and Help-U-Sell. I’d probably do myself a favor by writing more about this murky topic.

  • Most people came to this site via Networked Blogs, HelpUSell.com, and Facebook
  • My most active commenters were:
    1. Kirk Eisele
    2. Dan Desmond
    3. Don Taylor
    4. Robin Rowland
    5. Jeanne Strayer

Wouldn’t you like to put those five people in a room and then sit back and listen to them talk!

You can view the full report HERE.

3 Objectives of Marketing

Visibility – Lead Generation – Client Base Development

In that order.

First rule of Marketing:  Be Visible! Which means to be seen . . . frequently.  In real estate we do that largely with signs: For Sale Signs (listings!), directional signs, open house signs, Blitz Signs, Car Wraps, Billboards, Bus Benches, office signage.  You are visible when you hear the magic words:  ‘I see your signs everywhere.’

However:  Visibility can be accomplished in other ways as well.  Richard Cricchio (whose office is on an ISLAND, which is a pertinent detail) has used a weekly radio show for the past 9 years to boost his visibility.  Maria Powell and Michelle Morgan have become active on local television to be more visible.  Kim Zelena and Kimber Regan have used community involvement and charity events to increase their visibility.  Julie Wright is deeply into her Chamber of Commerce.

Lead Generation is all about Targeting, which means honing in on the people most likely to need your services in the future.  Lead generation might take the form of direct mail or door hanger distribution.  It used to take the form of newspaper and homes magazine advertising (and still may in some cases).  Increasingly, lead generation is about maximizing your web presence . . . essentially being electronically VISIBLE and easily found online.

Many of our folks are generating leads by optimizing their Help-U-Sell websites.  Good News:  if you haven’t done that yet, call Tony – he’ll help you.  Others are pulling them in regularly via premiere agent programs at Zillow, Trulia  and Realtor.com.  Robin Rowland is using Facebook to create new business.  Maurine Grisso has 5 websites (and counting), each targeting a different segment of the market.

Client Base Development means we look backward as often as we look forward.  As we move contacts to contracts and closings, we move those clients back into our cache of fans.  We cultivate the relationship with regular meaningful contact.  We seek and get their help in further developing our business.  You are doing client base development right when you have former clients functioning as advocates in the field for your service.

Rather than single out anyone doing a good job of client base development I’d simply congratulate all Help-U-Sell brokers.  Truth is:  nobody is making it through the tough market of the past several years without the help of a strong client base.  No matter how many leads you are developing, the power of a personal referral will almost always be your best option for doing business.

Did You Notice? You Have a New Image!

Dang, I love this company.  We’ve just had a complete overhaul of our image, it was painless and powerful . . . and it happened so smoothly you might not have noticed!

I say ‘just’ had an overhaul but what I mean is:  it’s been going on for over a  year and we’re finally at the point where I can look around and see there is a whole new look for Help-U-Sell.

It started with a redesign of the Website last year.  We saw red fading to black and something new:  a ‘swoosh’ at the bottom.  We liked the look enough that we started to emulate it in other places as well.  Now we’re cranking up for NAR, CAR, and Tri-State Conventions and a round of Franchise Seminars and are ordering booths and banners that reflect this new look.  Today, Robbie passed on the final version of a couple of large banners we’ll be using at some of the trade shows and I had to sit back and marvel at how sharp the look is.  It is light years ahead of where we were just a couple of years ago.  Check it out:

This kind of change is a big deal.  I was at Century 21 when that brand began monkeying with the Gold Coat.  It was a multi-year debate full of wrangling and strong opinions.  Finally, the company opted for a more camel colored jacket . . . and that was the death of one of the best bits of branding they ever did.  Within months, the jacket was declared a ‘ceremonial garment,’ suitable for wear at conventions and other company meetings but never out in public!  What’s up with that??

Here, we have a whole new look, one that communicates a strong and current message about who we are, and it happened easily and comfortably.  Oh, to be lean and mean and able to move quickly is a wonderful thing!

Hey, as long as we’re emulating, how about we all emulate Robin Rowland and wear a little Help-U-Sell red every day?

(And, gulp, I realize it’s probably time for a redesign of the Set Fee Blog, too . . . )

Short Sale Prospecting

I know, I know:  you hate Short Sales.  They are unpredictable and frustrating to say the least.  But, the reality is almost every REALTOR hates Short Sales . . . and that’s what makes them such a great opportunity. 

Mike Ferry, the great real estate trainer and motivator, used to talk about the 180 degree theory of real estate sales success:  find out what everyone else is doing and do the opposite.  He’d probably agree that in a world where agents hate Short Sales, the smart thing to do is to specialize in them. 

It’s a good fit for Help-U-Sell, too.  After all, our whole program is built around helping people solve their real estate problems in a way that saves them money.  Who better to help today than the homeowner who, through no fault of his or her own, is upside down and desperate for an answer? 

It’s that kind of thinking that’s led Dan Desmond, Robin Rowland, Marty Castro and so many other sharp Help-U-Sell Brokers to take courses, revise marketing materials and gear up to go after this growing niche in their local real estate market.  If market trends and history mean anything, that’s a smart strategy most of us should adopt.

A couple of weeks ago, on the Tuesday Broker Roundtable call, Ken Kopcho shared a flyer a competitor was using in his marketplace to solicit Short Sale listings.  This Broker created the flyer in English on one side, Spanish on the other, put them into plastic door knob hangers and had them delivered in target neighborhoods around town.  Ken reported a noticeable spike in the competitor’s listing inventory. 

Ken Faxed me the flyer and I wordsmithed it a little and have reproduced it below.  If Short Sales are a significant part of your market, why not use this bit of verbiage to begin a prospecting campaign for these special listings?  You could use this to create door hangers as originally done or convert it to postcards or even telephone dialogue.  Whatever you do, I’d love to hear how it works for you. 

Dear Neighbor,

Many homeowners in today’s market have little or no equity; that is, they owe more in mortgage debt than their property is worth.  In these situations, lenders may accept less than the full amount due when the property is sold – a practice that is commonly known as a Short Sale.   Today, more than ever before, you may be able to take advantage of this option.

My company has been negotiating between 10 and 20 Short Sales a month.  We will negotiate with your lender to accept less than the amount owed and forgive the difference.

I am convinced that, with our approach, we can help you sell your home.  With a Short Sale, you can basically list your home for FREE, since my fee is paid by the lender – all the while protecting your credit rating!

If you find yourself behind on your payments or owing more than your home is worth, complete the following questionnaire and call me TODAY at XXX-XXX-XXXX.  You may also email me at XXXX@XXXX.com or Fax the form to XXX-XXX-XXXX. 

****

(English)

Quick Short Sale Survey Form

Property Address _____________________________________

Are you behind or struggling to make your mortgage payments? Yes     No

Do you NEED to sell this home?     Yes     No

Do you owe more on your home than it is worth?     Yes     No

Are you living in the property now?     Yes     No

Additional Information  _____________________________________

Call XXX-XXX-XXXX or email this survey to XXXX@XXX.com or fax to XXX-XXX-XXXX

For more information, call me today.

Sincerely

J. Sellingman

Listing and Foreclosure Specialist

****

(Spanish)

Quieridos Duenos de Casa

Muchos propiedades in el mercado de hoy tienen poca o ninguna equidad; es decir el vendedor debe cerca de o más que la propiedad merece.  En estas situaciones, los bancos pueden aceptar menos que la cantidad llena debida, comúnmente conocido como “una Venta Corta.”  Ahora más que alguna vez, usted puede aprovechar esta opción.

Nuestra oficina hace ventas cortas con un promedio de 10-20 mensuales.  Negociaremos con su prestamista para aceptar menos que la cantidad debida y perdonar la diferencia.

Soy convencido que, con nuestro programa, podemos ayudarle a vender su casa.  Con una Venta Cort, usted puede poner básicamente su casa en la marketa gratis, ya los costos son pagados por el prstamista Y mentras co proteccion de su credito!

Si usted se encuentra detras en sus pagos o debido más que su casa merece llene el cuestionario abajo y me llman HOY al XXX-XXX-XXXX or correo electronico, XXX@XXX.comor numero de fax al XXX-XXX-XXXX.

****

Cuestionario de Venta Corta

Dirección de propiedad:______________________________

Esta Retrasado o batallando para complir con su pago de casa?    Si     No

NECESITA vender su casa?     Si     No

Se debe mas que el valor de su casa?     Si     No

Vive usted en esta propiedad?     Si      No

Informacion Adictional: _____________________________

Para mas informacion llame al XXX-XXX-XXXX

Sinceramente,

 

J.Negocios

Especialista de Venta Corta

 

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