Need more business? Not getting enough listings! Are sales non-existent? About to throw in the towel and change careers…again? If so, stop! The answers to your problems could be a real estate marketing script.A good marketing script can give a serious boost to your real estate business. While there are plenty of scripts to choose from my recommendation is to go with one that farms expired listings!Why? Because expired listings are plentiful, easy to find and are some of the best leads you can get – whether you source them free or purchase them through a service!But expired real estate marketing scripts aren’t your only options. There are scripts for everything from FSBOs to farming first time home buyers! In fact, the more successful listing and selling real estate agents have a real estate marketing script of some kind. And when you get one too, you can also achieve the level of success that they routinely enjoy.You could become so successful that you might even find yourself in the enviable position of needing hired help to handle all of the new business you generate. That would be a nice problem to have!The best thing about a real estate marketing script, whether it’s targeting FSBOs, expireds, or whatever you choose, is that they’ll help you save you time while making money. All of the work is done for you, as most scripts come with everything you need to succeed; letters, logs, marketing update reports and other information and documents you need to get the most use out of the script.The bottom line is a good marketing script offers a proven system that works in almost any market, regardless of city, county or state.Slowed down market? No problem! Real estate still selling briskly in your market? Good! Whatever your market conditions a real estate marketing script can help separate you from your competitors and establish you as the agent of choice.Now, the difference between a good script and a great one, at least in my opinion, is that a great script will have prospects calling you…rather than you calling them! Cold calling, if not dead, is in “intensive care.” The National Do Not Call List has put a serious dent in your ability to call people at will.An expired listing script, however, doesn’t necessarily require you to “cold call” prospects. In fact, I farmed expired listings with just letters and averaged 2 plus listings a week.At the end of the day marketing scripts eliminate the guess work from effective real estate marketing by clearly outlining in simple steps what to do, what to do it with, when to do it, how to do it and how often it should be done!.Yep, the hard part is done for you! All you need to do is follow the directions that come with whatever script you choose!Finally, before you purchase a real estate marketing script only consider those that offer a satisfaction money back guarantee. If the scripts are as good as advertised this should not be a problem.Also, call before purchasing to see if you get through to a live person. And beware! If you can’t reach a live person before you purchase a script you probably won’t be able to reach anybody in the event you want a refund.Summarily, a good real estate marketing script can be a huge boost to your career. It can jump start a new one while re-energizing an old one. Get one for yourself today!
One of the many dire predictions done these past few months by many ‘bubbleologists’ out there – that is all those who indulge in the contemplation of real estate bubbles of all sizes and colors, whether real or imaginary, coming our way – was that by now real estate markets everywhere would be inundated and swept away by a tsunami of foreclosures of apocalyptic proportions.The general rationale among those specializing in the fine art of staring at crystal balls (or perhaps at several empty bottles of rum) was that the steady increase in interest rates, the consequence of a tightening monetary policy implemented by the Fed since mid-2004, would have led by now to a collapse of the adjustable-rate mortgages (ARMs) market, since consumers could not possibly cope with the increased monthly payments. This, in turn, would dramatically increase mortgage defaults and foreclosures, with the end result that real estate markets everywhere would be flooded with excess inventory at deflated prices, thus causing markets to crash – the tsunami I was talking about.The Mortgage Bankers Association of America (http://www.mbaa.org) does not seem to share this particular vision of the end of the world. In its Economic Outlook update released in May 2006, the Mortgage Bankers Association of America (MBAA) pegs the ARMs share at 27 percent, down from the 36 percent peak of early 2005, an indication that many prudent consumers have locked in already. Likewise, the inventory of mortgages held by banks is virtually unchanged at 1,500 billions (aggregate nominal face value of mortgages, by dollars), the same level of 2005, suggesting that, rather than defaulting, consumers are ‘holding on’. And, finally, the rate of delinquency is at 4.38 percent, down from 4.70 percent in the final quarter of 2005, clearly another measure of consumers financial stamina, and an indication that banks were actually faring worse when real estate markets were doing better.But that’s not all!In the Mortgage Finance Forecast released also in May 2006, MBAA highlights that the rate of housing starts nationwide has increased nationwide, up to 2,131,000 units (annualized) for the first quarter of 2006 from 2,059,000 units in the last quarter of 2005 – an increase of 72,000 units representing a robust +3.496 percent overall, although this rate is forecasted to slow down as the softening trend in real estate markets continues throughout the year. Home sales overall are forecasted to decrease by 501,000 units nationwide to 6,574,000 units by December, 2006 from the 7,075,000 of December, 2005. Although this represents an annualized drop in sales of 7.08 percent compared to last year, it can hardly be called a bubble burst!And here is the most surprising figures of them all – surprising for the bubbleologists, that is. Notwithstanding the increase in interest rates and the toll that many think ARMs will take on defenceless consumers, MBAA forecasts that the average market share of ARMs will remain constant at 27 percent of institutional mortgages for 2006, down only 3% from the 2005 average. The significance of this forecast is twofold: 1) MBAA does not anticipate that interest rates will increase significantly higher for the remainder of the year and 2) MBAA mirrors a Gallup survey conducted in May 2006, which found that only 11 percent of Americans worry about ARMs, down from 20 percent in 2005.And why should they worry? In the latest release, the Bureau of Labor Statistics, has pegged the Consumer Confidence Index at 109.6 in April, up from 107.5 in March and higher than the 103.8 of December, 2005. The Consumer Confidence Index is now at the highest level since March, 2002, with the average family income up 0.8 percent in March, 2006.To finish, I would like to spend a few words on how politics are filtering into economics, especially in times of elections. It is a shame that an increasing number of Bloggers and even journalists out there are twisting and interpreting economic data to fit their own political agenda. Although November, 2006 is pretty much around the corner and the battle is on to take control of Congress, the manipulation of economic and statistical data for political ends and means is a great disservice to consumers, no matter the political colors.For example it is not true, like some Bloggers assert out there, that the recent appreciation in real property values is the direct result of President Bush’s domestic economic policies. Real estate capital growth was largely due to the correlation between capital and employment or, if you will, between income and labor. An increase in levels of consumption has set forth an increase in prices caused by a corresponding increase in demand, in itself generated by a commensurate increase in the income-employment factor. So growth was derived by the equilibrium of capital and investment with labor and employment. And since, furthermore, production is in direct function of consumers spending which increases as unemployment falls, capital accumulation has increased as employment rose steadily. It is as simple as that!Likewise, it is not true that President Bush is the main culprit for the real estate bubble burst – like many Democratic sources imply and some actually cry out loud. Poor President Bush has absolutely nothing at all to do with real estate bubbles and their bursts, essentially for two reasons: 1) because there are no bubbles in real estate and 2) because there are no bursts either. Like Prof. Bernanke has repeated now several times, far from being a bubble burst the present cooling-off trend through higher interest rates will have the beneficial effect of consolidating market wealth achieved thus far, by allowing the economy to get an even footing through a slowdown of capital appreciation and, at the same time, allowing real wages to catch up, thus reducing the affordability crisis and rejuvenating the pool of buyers.And, finally, it is not the President of Iran, Mahmoud Ahmadinejad, that is trying to promote his country’s nuclear programme by putting a stranglehold on North America’s real estate markets through higher crude prices, while attempting to get rid of Secretary Rice at the same time (I know, this is laughable, but I read it in the commentary of a political blog – TIME Magazine should make this particular blogger ‘Man of the Year’).Consumers and all those interested in an objective evaluation of real estate markets climate, are well advised to go straight to the source of statistical data and economic analysis and evaluation, bypassing all commentaries entirely, especially these days.Luigi Frascati
A real estate marketing plan needs to take all facets of the realty business into account. This means marketing to real estate sellers as well as buyers. The real estate strategy also needs to utilize both online and offline methods of advertising.Realtor advertising needs to show a good return on your advertising investment. It should be tracked to see if you are gaining positive results for each dollar spent. By researching your advertising methods and tracking the results, you can find the best methods that work in your local real estate market.The main thrust of your marketing endeavors should be to gain leads, follow them up quickly, and turn your prospects into clients by meeting with them face-to-face. All along this marketing process, you should be aiming to gain the trust and loyalty of the real estate lead. Thus turning them into your client and making them a loyal, lifetime customer.Your realtor marketing plan should be an offensive game plan. Direct response marketing is best for this type of endeavor. Direct response marketing is meant to illicit a yes or no response from your potential lead. It then gives them a means to contact you if the answer is yes, giving you the opportunity to supply them with the information they desire and capture the lead’s contact information for further follow-up.Both online and offline techniques can be used to accomplish this objective. An integration of online and offline rounds out your marketing offensive. In this modern day, both are equally important and give the lead their choice of means to contact you.Key to the success of your marketing strategy is “baiting” the potential client with pertinent information that they are seeking. Online you can capture your leads by supplying them with information on buying or selling their house, finding the value of their property, or giving them a report on what to do to prepare their property for sale. This is supplied in downloadable form after they give you their contact information.Offline, the same information can be supplied or information on a house they have seen in an ad or after driving by and obtaining a phone number from you house sign. Through a realtor hotline number they can access the desired information after calling and giving a special phone extension number that is specific to their request. You phone hotline should have the ability to capture the lead’s phone number and name so that you can do an immediate follow-up call to sell the lead on your abilities and tell them what you can do for their real estate quest.Prompt follow-up is one of the most important keys to your real estate success. Most people don’t expect prompt, personal service and this sets the mood for developing a relationship with the lead. Developing a personal relationship with your prospects brings confidence in your abilities to help them and a lifetime commitment to you as their realtor.You should develop scripts that bring confidence to you as a real estate agent. These should be aimed at the prospect’s desires and needs and how you can help them obtain their desires, whether selling or buying housing. Communication is key and should always answer that big Homer Simpson question that he asks in every episode that the lead is also asking: “What’s in it for Me?”Your advertising should not be the traditional “here I am” and “I’m such a great real estate agent” ads that so many realtors use. If the ads are of this type, you prospects will be asking the two other Homer Simpson questions: “So What?” and “Who Cares?” before they turn to another realtor that can focus on their needs.Everything in your real estate marketing plan should be centered around the prospect. You must build confidence that you can aid them with their wants and desires. You have to show them that you can do this quickly and with the least amount of hassle on their part. The process has to be simple and easy for them to accomplish.Show the lead that you are the real estate agent to allow them their dream by being the go-between that can same them time and money while getting the job done. Keep communications open at all steps along the real estate process, from meeting the client to closing the deal, and inform them of the progress towards their goal continuously.The biggest complaint clients have with realtors is that they get the client to sign an agreement and then are not heard of until a deal is in the making. You want to keep in touch no matter what the progress is and inform your client that progress IS being made and this is what YOU ARE DOING FOR THEM.A well thought out real estate marketing plan should take into account this and much more. It takes effort on your part but this effort will pay dividends. The real estate agent should continually brainstorm new means of advancing their business and bring these into their strategy if they prove themselves to work.In the end, you will find that your business expands, profits go up, and your customers will remain loyal for a lifetime.