How Long before Your Peak Selling Season Should you Start Marketing to Ensure Maximum Results?

How to set up the peak selling season for success.

At the start of each year, I get questions about when agents should kick their marketing into high gear so that they ensure that they have a great spring selling season.

My answer, backed up by a huge amount of research data, is 90 days before the start of your peak season. Unfortunately, most agents wait until the spring season starts, to start their marketing. About 70% of sellers start researching their options between two and four months before they list.  Yes, that means that 30% wait until the last minute and you will still generate business from starting your marketing late, but make no mistake it will cost you a lot of commissions.  

Some of my one-on-one coaching clients have had great success this month mailing out Powerkards and running Facebook Ads advertising a Free Prelisting Home Preparation Guide and or a Free Home Inspection.

The key to this type of marketing is making sure you have the follow-up systems in place so that every lead you generate now gets followed up with two or three pieces a month for the next six months. You must understand that the majority of leads generated in January and February will turn into listings in April, May, and June if you follow up consistently.

Now is also a good time to use the age old offer of a “Free Home Evaluation.”  Throughout history, this time of year produces a huge number of Free Home Valuation Offers. Even though we have seen an explosion of Home Value Offers online, they still offer homeowners something they value. The most successful offers today are hyper-localized offers that imply change and also build your brand as an agent. Like the Powerkard offer we created that drives people to LagunaWoodsHomeValues.com.

Remember that when you start marketing three months in advance of your prime selling time, your marketing message should remind people that now is the time to prepare and to make sure your brand as an agent is also “Top of Mind.” Offers from well-known (branded) agents tend to produce dramatically higher conversion rates than blind (unbranded) offers.

 Finally remember to make your offers (lead magnets) something consumers value, not something you as an agent believe they should find valuable. Then automate your follow up plan, so that you do not let the goodwill and leads you generate today, slip through your fingers.

Now get to work!

I would greatly appreciate it if you would post your comments about this blog post and share it with those who you think would find it valuable.

Sincerely,

 

Greg Herder

P.S. I am doing a free webinar next Wednesday at 12:00 am PST.  Titled How to Create a Winning Marketing Plan. If you would like to join me press this link.  Click Here


Why are offbeat Personal Cards such an effective addition to a marketing campaign?

Why information alone is not enough to generate business.

Over 35 years ago as an active agent, I was trying to figure out how to stand out in my local marketplace. I had been sending out Just/Listed and Just/Solds as well as the standard free CMA coupons consistently for close to a year, but it was not working like I had hoped it would. I realized that I was sending out information that was similar to other agents. My mailings were higher quality and more personally branded than my competitors, but I realized that was not enough. I was new to the area and did not know a lot of people. I realized I needed to make a connection with the people in my farm so that they saw me as a person, not just a salesman. I knew that if I could build a relationship with them, it would increase my chance of becoming their agent of choice.

In my brainstorming as to how to stand out and connect with people in my farm, I came up with the idea of sending out a “Merry After Christmas” a card. I knew that would be different, draw a smile on the recipient’s face, and it would create an emotional connection. However, I could not find one in any store, so I hired an artist to draw an image of Mr. & Mrs. Claus relaxing with the words “Merry After Christmas.” On the inside, I put my name and a friendly picture of me and a fun message that I hoped who make a connection.

When I mailed out the cards, it generated a few thank you calls from people saying how clever the card was and how much they enjoyed it. But no one called me after I sent out the Merry After Christmas card and said come list my home. It had been pretty expensive to send out, and if you asked me a week after I sent it out if I thought it was a good marketing piece, I would have probably said “No.”

But then I would be in the grocery store or a restaurant, and a stranger would come up and say, “Hi, I liked your Merry After Christmas Card.” Then I mailed out a Market Update Card, and some calls with questions about the market came in, and one person asked me to give them a CMA. When I meet with them, it went well, and they listed with me, and I sold their home. During escrow, I dropped off some paperwork for them to sign and they had some friends over. They introduced me as their agent and turned to their friend and said, “This is the agent I was telling you about that sent out that Merry After Christmas Card, it was so clever that I knew this was the agent I was going to list with.”

Over the next few months, a number of people who called from Just/Listed or Just/Solds commented about how much they liked my Merry After Christmas card. I realized that it truly had made me stand out and it had built a personal connection with me.

April Fools Day Card

When I started doing marketing for other agents, I started to do some research. I took agents in similar markets both running similar marketing campaigns. Once each quarter with one agent I would substitute one of their branded Just/Listed or Just/Solds with an off-beat relationship building card like a Love Your Realtor Day or April Fools Day Kard. Consistently the agents who included three to four of these offbeat cards generated between 15% to 20% more business than the agents who did not include them. I ended up calling them PersonalKards.com, and they have been used successfully in a wide range of businesses.

My research shows that adding three or four relationship building pieces a year into an ongoing campaign produces the best results. I also found that they worked only when they were part of an informational rich marketing campaign. I knew this worked and I thought it was because it built that human connection. Then I read Robert B. Cialdini’s new book “Pre-Suasion: A Revolutionary Way to Influence and Persuade,” and he actually provides the scientific proof for how and why these type of fun connection building cards build relationships and influence behavior. It also explains why relationship building personal brochures are so effective and are becoming even more important today as we spend more time-consuming data from the internet. Remember, it’s all about standing out, making a strong impression and building an emotional connection. The Personal Kard and the Personal Brochure are designed to do just that. The bottom line is that building relationships is still the key to successfully building your real estate business. That is a fundamental principle that will never go away. It’s a shame that so many agents don’t understand the value of investing in relationship marketing.

I would appreciate your comments and feedback about this post.

Sincerely,

 

Greg Herder

CEO MegaAgent.com

High-Performance Branding & Marketing

PS This coming Wednesday at 11:00 PST I am conducting a free live webinar on How To Build a Successful Marketing Plan. If you would like to join me Press this Link.

 


New Real Estate Agent Grows Her Business and Generates a Steady Flow of Leads Through Consistent Personal Marketing

Despite being a brand new agent in a slow San Antonio real estate market, Michele McCurdy has been able to grow her business throughout her first year as a result of her personal marketing campaign. She has applied personal branding strategies, expired listing follow-up systems and proven business-planning strategies to generate leads and reach–and exceed–her sales goals month after month.

Michele McCurdy is no stranger to the concept of building a business from scratch. One of her most successful ventures was a baked goods business she started out of her home in San Antonio, Texas. What began as a few goodie baskets for friends and family became a $2 million business, culminating in the opening of her own successful bakery/delicatessen. Through exceptional word-of-mouth advertising and other grass roots marketing plans, Michele was able to create a thriving business that later became a launching pad as she embarked on a highly successful sales career in the corporate world.

So when Michele chose to pursue a career in real estate a little more than a year-and-a-half ago, she had a much different outlook than a lot of agents who get into this industry looking for a quick buck. She’s a single mother of five and, for her, failure in any of her business ventures has never been an option she could afford. “It was a scary transition into real estate,” Michele says, “but I knew the rewards could far outweigh the risks if I did things right.”

Looking for Solutions

During her real estate training and license prep courses, Michele began asking around to see what other agents were doing to be successful in this economy. She was surprised to learn there weren’t a lot of people willing to invest in their own business. They were not marketing themselves or developing well-thought-out business plans. Finally, one of her instructors suggested that if she wanted to go all-out with her marketing plan, she should look into Hobbs/Herder.

The instructor warned Michele that it would be a significant investment of money, but that didn’t phase her. She came in with an entrepreneurial outlook, knowing that it would take a certain amount of capital to launch her business on the right foot and keep it growing over time. “You have to spend money to make money,” she explains. “I already understood how important branding and name recognition were to building a business and Hobbs/Herder was the answer I was looking for.”

Michele called Hobbs/Herder within a few weeks of getting her license. She put a custom marketing package together and within a couple months, she had her final printed materials in hand and her website ready to launch. She’ll never forget the day all the boxes showed up at her office. All of the other agents laughed at her for investing that kind of money on her advertising and taking such a personal approach in her materials. They couldn’t understand why she was making herself the focal point of the marketing. The negativity didn’t bother Michele, though. To her, it was an investment in her business. It actually inspired her more because she knew she was making a positive step forward while they were all sitting in the office and waiting for leads to appear out of thin air.

Last-Minute Inspiration

Michele attended the Hobbs/Herder Gateway event in San Antonio that same month she received her printed materials. Though fully confident in her decision to invest in this marketing program, she still couldn’t help but feeling a small sense of panic now that her campaign was finally ready to launch. Through the seminar, Michele not only regained the confidence that she needed to push forward, but she was also able to fine-tune her mailing plans and servicing systems. One of the most important things she did after the Gateway is take all the personal letters she received and customized them to her own voice and style. Michele feels this was a small, but significant, step in her preparation because she knew the personal touches would make a bigger difference and she was able to familiarize herself with the meaning behind each of the letters.

Michele made sure to take the time and map out her plan of attack for her first year of marketing before sending out any mailings. She set her budget and she put all the systems in place to ensure that nothing would go off track. Michele chose her mailing farm of 2000 homes (consisting of one-and-a-half zip codes in her the San Antonio area). She developed her “In Touch List,” which is comprised of her friends, family members, past clients and other business contacts who already had a certain level of familiarity with her and her real estate services. Michele committed to sending out two marketing pieces per month to everyone in her farm. She has sent out her brochure twice (once in the first month of her campaign and again six months later) and has followed the Hobbs/Herder Standard Mailing Plan exactly as it was given to her at the seminar.

Goals Set. Milestones Achieved.

As she was getting her systems in place, Michele set a personal income goal for her first year. She determined how many transactions she’d need per month to achieve that goal. She realized that she would need to close at least one transaction a month in order to consider her first year a success. It wasn’t a lofty goal, but a realistic one for Michele.

With her own business background to draw from, Michele knew that her success in real estate would not happen overnight. She realized it would take time to build a strong marketing presence and tap into the minds of consumers, especially in such a slow market. Michele committed herself to a full year of marketing before she’d make a judgment on the campaign’s overall success or failure. Now with less than a year passing since launching her marketing program in September, Michele can honestly say that everything is going even better than she planned.

Michele can directly attribute 12 transactions to her direct mail marketing program. On average, she gets at least three calls per month from potential clients looking into her services. However, the calls she gets nowadays are very different than the ones she received prior to launching her personal marketing campaign. People used to ask her about her brokerage affiliation, her experience in the industry and what she would do to market their listings. Now, the callers she gets are pre-sold on her and her services. They assume from the quality of her own marketing materials that she’s an expert marketer who knows how to attract buyers. They feel like they know Michele and trust her without even having met face-to-face. They rarely ask what brokerage she’s with. It’s a huge advantage for a new agent like her not to have to “sell” herself against her more experienced competitors.

Affecting Positive Change

Michele believes that the personal nature of her marketing campaign resonates well with her target audience. The cover headline on her brochure states “Anything is Possible,” and her own story of how she went from being a homemaker who loved to bake for friends and family to a successful entrepreneur draws readers in on an emotional level. In fact, she had two different people whose homes were nearing foreclosure call her looking for advice. After they read her brochure, they truly felt that anything was possible and knew that Michele would be the one who could help them make the most of the situation.

Michele is also taking advantage of the expired listings in the down market. Every week, she runs an MLS report to track the expireds in the neighborhoods in and around her farm. On average, there are about 12 new expireds every week and Michele puts every one of them on the targeted weekly letter campaign that she received at the Gateway. Over the past year, she attributes roughly 40% of her business to expireds, which goes to show you that there are opportunities to be had with a proactive approach like hers. In fact, many of her company’s office meetings now revolve around why all the agents should be going harder after expired listings, yet nobody is as diligent about it as Michele. That’s why she now does more than half of the total business in her office every month.

Turning Results into Planning

With ten months of marketing under her belt, Michele has been able to track her results and put the data to good use as she sets her income goal for her second year. When Michele used to work at a Lexus dealership, she figured out that for every eight test-drives, one would result in a sale. With that in mind, she was able to determine how many test drives she’d need to have to reach her sales goals. It’s this same basic philosophy that she applies today in real estate.

It All Adds Up to Success

Michele works the numbers backwards. How many transactions does she need per month to reach her income goal? How many leads does she need to generate to achieve that number of transactions? How many calls does each mailing generate? It’s helping her to set her marketing budget and adjust her numbers and systems accordingly. In addition, she is expanding her marketing efforts by advertising in a local magazine and newspaper and is hoping to incorporate some outdoor and radio advertising in the next year as well. “It’s like planting seeds on a farm,” she says. “You can’t just sit back and wait for things to grow. You have to water and cultivate the plants to make them grow.”

Michele is certainly excited about the positive results she’s achieved so far through her marketing campaign and business plan, but she knows this is just the beginning. She knows that while other agents have ceased almost all of their marketing efforts, she is building her brand in her target farm and increasing her market share with every mailing she sends out.

“This is the time to build a brand, because when the market comes back, I’ll be ready for it!” Michele says.


The Art of Turning a Conversation into a Listing! Phil Herman is “Licensed to Sell!”

Conversational Hooks that turn Strangers into Prospects.

Over the years, we’ve preached the importance of changing from a “sales mentality” to a “marketing mentality.” A sales mindset is basically chasing prospects who are ready to sell now, while a marketing mindset is all about setting up a system where you brand yourself and work that brand to create a steady flow of business coming your way. A marketing mindset puts you in the minds of consumers long BEFORE they need to sell. (I can’t tell you how many times clients have told me that they go to take a listing and the homeowner says, “we always knew we were going to use you when we were ready to sell, and now we are!” That is the type of result you’ll see by moving to a marketing mentality.)

However, like many things in life, it’s easy to say, but hard to do. Building a brand that generates a steady flow of business takes time, money and effort.  That is why you also need great sales skills.  Today you are going to have conversations with a number of people.  What is your strategy to turn those conversations into listings?

Sales Skills and Marketing Programs Must Work Together

In the 35 plus years, I have been working with agents helping them build marketing driven real estate businesses I tell them they need to not only work on their long term marketing but they need to also work on their one on one sales skills.   A strategic branding campaign and marketing plan that is correctly implemented is designed to be a semi-automated way to create a steady flow of clients coming your way. It allows you to create a flow of leads so that you are not spending so much energy chasing and prospecting for leads; they are coming to you. But it takes time and money to establish an effective brand. That why you also need to hone your sales skills so that every opportunity that comes your way can be turned into a transaction.

Marketing & Prospecting

A perfect example is Dayton, OH agent, Phil Herman.  He has spent over 25 years working with us at MegaAgentDesgin.com to build his brand and create optimum name recognition. Many years ago, he went through that “sweat equity” phase of building the branding and marketing, just like many agents have to. Over time, he has built his brand into a lead generating machine. He now spends more money on his marketing and advertising budget than the vast majority of agents earn in commissions North America (remember the adage, it takes money to make money!). That being said, one of the things that strikes me about Phil is that even though he has this big marketing machine working for him, and brings him a steady flow of leads, he is still hungry and looks for every opportunity to prospect. He makes follow up calls every day that his team could easily make. But he wants to stay in touch with what people are saying.  This week, he shared with me that he had 15 listing appointments on his calendar for this week and I have a feeling he will get them all.

A Superstar at Both

Phil completes on average about 450 transactions a year and has been doing that production for many years. What has made Phil’s rise so remarkable is that he is both a consummate marketer and a consummate salesperson. It’s a powerful combination.

One Great Example

An example of this “consummate salesman” is his commitment to making calls every day, even when he has clients calling him every day asking Phill to list their home. Another example is Phil’s ability to turn ordinary daily encounters with people into business. Here is an example: Phil has a life and business philosophy built around the Japanese mindset of “Kaizen.” That is the philosophy of “constant improvement” through constant learning. He actually got a personalized license plate with this word. Phil shares with me that people constantly see his plates and then ask him “what does that mean?” He quickly explains the philosophy, then says striving to live “Kaizen” has changed my life for the better in every way and helped me become become a better person and businessman, if you give me your email address I would be happy to send you an amazing article about “Kaizen”, I know you will get great value from it.

Guess what?  He gets almost everyone’s contact information. Once he has collected the person’s contact information he hands them a copy of his personal brochure and says here’s a little brochure about who I am you will be able to see how “Kaizen” has made a huge difference in my life. I will email you the article, I would love your feedback on it.  Without fail, Phil sends out an email with the article with a request for feedback. He does not mention real estate he just provides valuable information.  Then over time, he follows up consistently with two marketing touches a month forever.

Conversation=Listing

For instance, Phil was filling his car at a gas station. A man approached him and asked about his license plate. Phil explained the philosophy and told the man that it’s an important part of how he approaches daily life. Phil also explained that the philosophy is exactly what Phil and his business team embrace. When Phill offered to email the man an article he gladly “took the bait” and gave Phil his name and email information. That’s how Phil turns conversations into prospects.  It turned out that four months letter the man decided to sell his home and Phil got the listing — from a casual conversation at a gas pump!  A simple conversation started the ball rolling; great sales skills turned the conversation into a lead. Then Phil’s follow-up great marketing follow up plan starting by giving the person a copy of his brochure and emailing them the  “Kaizen” article and sending out his professional and useful bi-weekly follow-up materials turned the lead into a listing.  Phil says many people have told him they were so impressed that as successful as he is that he followed up. They tell him that when they read his brochure, they felt like they have a relationship with Phil and knew they would enjoy working with him.  Phil calls the people his new friends farm.  Together great sales skills and great marketing are a very powerful force.

In fact, that is one of the most effective ways to do this is to have something of great value that you can offer to send to anyone you talk to.  Your offer should not be real estate related. If should be something that will truly help people live a better life.  The goodwill and relationship you build will generate more business than talking about real estate.

MARKETING TIP:

When you do have a face-to-face encounter, (whether or not you were able to turn the conversation to a lead) be sure to pass out your personal prospecting brochure as you disengage from the conversation. If you made a favorable impression, your brochure will solidify your relationship in the mind of this prospect! In fact, we have always coached our clients to carry a stack of personal brochures and hand them out instead of business cards. It’s an essential and effective part of a successful marketing campaign. In fact, it’s an integral factor in my E-Book, “How To Generate 10 Transactions in 90 Days with Your Personal Prospecting Brochure.”

The point I am trying to make in this article is that it is important to switch from a sales mentality to a marketing mentality to grow your business and take control of your time. It helps you get off the “hamster wheel” of chasing deals and looking for the next hot prospect. However, as Phil has shown, even though you have established a successful marketing campaign and system, you should never stop your daily prospecting, always be ready for the face to face encounter, and have an interesting conversational hook that will lead to collecting that person’s contact information.  Don’t force it. It takes practice. You may want to explore several scenarios you might encounter, and craft some ideas how to turn the conversation gently and naturally so they can send them something of value. Once you have this down, you will find you enjoy prospecting in social settings.

I would love your feedback on what your conversational hook is and what you offer to send people, so they are happy to give you their contact information. Please post comments below.

Greg Herder
CEO MegaAgent.com

PS:

If you Want A free Copy of my e-book “How To Generate 10 Transactions in 90 Days with Your Personal Prospecting Brochure.” Click Here.  If you want to see samples of personal brochures go to PersonalBrochures.com


Do You Think Like a Real Estate Salesperson or a Real Estate Marketing Professional?

Why thinking like a marketer is so Important to success in sales!

Do You Think Like a Real Estate Salesperson or a Marketing Professional Who Can Attract a Steady Flow of Clients and Real Estate Leads? 

Working with real estate salespeople day after day, I see a huge waste of time, money and energy that comes as a direct result of agents thinking like a salesperson instead of a marketing professional. Unfortunately, most agents have no formal training about what marketing is and how it relates to their sales activities. While most agents have gone through a significant amount of sales training, the sales training they get revolves around classic sales skills that assume that face-to-face or over the phone selling skills are all you need to succeed as a real estate agent.

This training doesn’t cover the impact that marketing has on the overall success of an agent. The reality is that most real estate trainers do not have a marketing education or come from a marketing background. They were successful sales people that enjoyed training and management, and they teach agents what they did to succeed as a salesperson, which only works if you have agents that are clones of each other.

So, what exactly is the difference between sales and marketing and why is it important that you understand how marketing and sales work together?

The classic definition of marketing is; Marketing is comprised of the total impact of all activities involved in the transfer of goods from a seller to the buyer, including market selection, product or service features, design, packaging, branding, advertising, shipping, storing, selling, delivery and post-sale customer service. Selling is one just one step out of the complete marketing process and is defined as a salespersons’ actions that are used to induce (someone) to buy something when they are face to face or on the phone with a prospect.  Ok, I know you are thinking, “I just wasted my time reading that.”  What it means is that great marketing makes sales much easier and excellent sales skills maximize the ROI from the investment in marketing.

(more…)


Phil Herman Dayton’s Top Realtor Shares How he Closed 6000 Transactions

In this powerful interview Greg Herder gets Dayton’s Top Realtor Phil Herman to shares how he has closed over 6000 transactions in his amazing real estate career. Phil shares how he get sellers to come into his office for his listing presentations and so much more this is an hour of nonstop information that you will not want to miss. 


The Video Brochure?

The Video Brochure? The Digital PowerKard? One fundamental always applies in the ever changing world of real estate marketing and technological advancements.

By Dennis LeBlanc  | Creative Director at Hobbs/Herder

videopostcardsIf you are like me, you enjoy looking at old books and comics and seeing what people envisioned about the future and what technology looked like from their perspective so many years ago. It’s even more interesting to see how many things they envisioned that have come true in one form or another. From jet packs to wrist watch phones to electric cars, in our lifetime we’ve seen an incredible acceleration of new technologies once only dreamt about in comic books.

From the invention of the fax, the creation of email communication to the proliferation of cell phones, laptops, smart phones and tablets, it’s been interesting watching how technologies have entered the world of the real estate agents and have both liberated them and enslaved them. Some of you younger agents may find this incredible, but at one point in time, all new listings were published in a giant book that was printed at certain times. Can you imagine? Do you remember? The world is moving so fast, we can’t even imagine working as an agent under those conditions.

Greg Herder: Revolutionary
Let’s face it, it’s a full time job sorting through all the latest technologies and figuring out how to harness them to build and/or manage a real estate business. Back in the early 80’s, Greg Herder was a “revolutionary zealot” in the real estate industry as he preached the idea of a single real estate agent promoting him or herself with a personal brochure. He was literally kicked out of many offices for his (at the time) heretical ideas and suggestions.

Branding is Timeless
Flash forward almost 30 years and personal promotion is widely accepted practice for agents (though in our opinion, many agents are shorting themselves by using templated prospecting brochures from the many copycat “branding” companies that have sprung up over the years). Hobbs/Herder has built a nearly 30 year career teaching agents the art of correctly “branding” themselves, teaching agents that THEY are the product they need to promote. Not the house, not the office/company, but their unique, individual brand, life philosophy, your back story and style of service. You are the brand. Our clients who have embraced this and followed through know the power of a strong brand that consumers are attracted to, that they ask for by name, the consumers can see a difference between a branded agent and all the other seemingly identical professionals offering similar real estate services.

Student of the Game
With the goal of supporting the critical fundamental of branding as his guide, for over 30 years, Greg has carefully reviewed and studied the playing field as new technologies arise. He has built a nearly 30 year respected reputation for showing agents how to build their brand and how to HARNESS the new technologies to grow their business by expanding their brand. From personal brochures (radical at the time) to websites and social media and video and the world of online marketing and advertising, each step of the way, Greg has helped agents sort it all out and pointed them in the right direction to take each new marketing innovation, each new technology and maximize it to build an agents’ business and grow their brand.

earbudzbroMy Futuristic Proclamation: Video IS the Future
When I first started at Hobbs/Herder, I always proclaimed to our new writers and designers that one day, our Personal Brochures and PowerKards would have active video playing on them when you opened them or viewed them. That they would play a recording or video image of the agent speaking directly to the reader. With the internet and tablets and smart phones already providing this, video has become one of the most powerful marketing tools of all time. All the Fortune 500 companies are embracing the power of video to build business, establish a rapport with a brand and communicate powerfully their marketing message. YouTube is proof of the power and reach of video.

Well, my prognostication about video and sound on our Personal Brochures has arrived. It’s still too cost prohibitive for the average agent or budget, but it’s here! There are a handful of companies who are adding screens on direct mail postcards and other printed pieces that will play a video, and there are companies who have added sound to the printed piece. The challenges in tapping into this technology are battery issues and per piece cost, but it is possible to mount a video screen on a printed piece of paper, or embed an audio player in a printed piece. But is it only a matter of time until they find a way to cheaply embed sound and audio into a printed piece? (I don’t want to get into the discussion about whether print is dead or not, that’s for a different blog post. Spoiler Alert: Print is NOT Dead. But the purveyors of digital marketing want you to believe that to help sell their services.)

Keep it Emotional
As we look forward into the future, what other technologies are headed our way? At Hobbs/Herder, the key is when you harness these technologies, you are looking for better and smarter ways to present and communicate your brand. Avoid slipping into the sins of the past where agents promote the house or the company and do not build an emotional based brand. Will your first printed brochure video attempt to make an emotional connection with the viewer, or will it be a shrill “I’m number one in service with such and such ABC Designation”? Will you use the new power of that innovation to try and close your prospect into submission, or will you build a rapport and an emotional connection that puts you on the menu as a potential agent they would feel comfortable calling (the true goal of an effective personal prospecting brochure)?

Greg Herder teaches that you must always be building and communicating your brand. As new technologies arise, it just presents more opportunity to communicate that brand to prospects, to make an emotional connection, to build rapport. It’s not an opportunity to clobber them over the head with what a great agent you are and how many designations you have achieved and how you (and only you) are number one in service. (Remember, the analogy is this: if you walk into a cocktail party, you don’t walk up to the first person you see and hand them your business card and proclaim what a great agent you are and ask them to list their house with you! That only scares people away and they consciously try to avoid you the rest of the party. Think about it, are you doing that with your unemotional, unbranded marketing you keep clobbering prospective home sellers and buyers with?)

So that is the moral of this technological parable that I have written. When sorting through the various technological innovations and new inventions, remember that one ageless fundamental will always apply (at least for the savvy agents who understand): build the brand and they will come.

Author’s Note:

Okay, so the video screen technology is not quite ready for the average direct mail postcard. But if you understand that direct mail is STILL one of the best ways to build a brand by reaching your prospective home owner RIGHT IN THEIR HANDS IN THEIR OWN HOME, you might want to read our new special report on Direct Mail.


“Audio Only” “How to Make the Year Ahead Your Best Year Ever”

Personal Develeopment expert Greg Herder will walk you through a powerful exercise to help you close out the year behind you, learn from both your failures and successes in the past year and then use those insights to create meaningful change in the year ahead. Then you will learn how to create a vission for your life that will motivate you to make the changes you have wanted to make for years. If you have set goals in the past that you did not achieve this is a program that will transform your life.