Jun
26
Use the Problem-Agitate-Solve Formula for Killer Sales Presentations
Filed Under Real Estate Listing Tips, Real Estate Negotiation, Real Estate Prospecting Ideas | Leave a Comment
Pain and problems dominate us. Everyday and every hour we are constantly looking for solutions for our pain and problems.
This holds true for home buyers and sellers. That’s why it’s a great idea to use the PAS formula in your sales presentations.
Whether you’re persuading a buyer to bite the bullet and buy a home or convincing a seller to stake YOUR for sale sign in their yard, you can use the PAS formula to get the job done.
What Is the Problem-Agitate-Solve Formula?
The PAS formula is Dan Kennedy’s darling. Or at least he gets credit for it. Nonetheless, it’s pretty basic.
Identify a problem. Agitate the problem. Solve the problem.
Identify a Problem
Imagine you just met a man at the tennis club. Imagine he told you he lives in a two-bedroom, one bath home with his wife and two kids. Imagine the children as one girl, one boy. Next, imagine the girl 7 and the boy 5. And they share a bedroom.
See a potential problem?
If you do, point out the problem.
You: Hey Stan, are you concerned about your daughter wanting her own privacy?
Agitate the Problem
Once you’ve identified the problem, now aggravate it.
You: Man, that’s probably pretty uncomfortable. You guys are probably looking for a house soon, right?
Stan: You bet. But it’s tough. With the market and all.
You: Yeah, but if you don’t get her own space soon–especially as she gets older–could be a nightmare for all of you. Don’t you think?
Stan: Oh man, yeah.
You: Often one thing can really drive a wedge between a brother and sister–even a family.
Stan: Yeah, my wife and I are really concerned about that.
You: Could be a real problem when she realizes she’s the only 8 year old who shares a room with her brother.
Stan: I don’t even want to think about it.
You: But how can you think about moving when the market stinks and you really don’t know how well your house will sell.
Stan: You can say that again.
Solve the Problem
This is when you trot out your solution.
You: Stan, if you got some time this week, any chance we could get together and I could maybe show you how we could solve your problem? I’ve got some great ideas to share with you.
Stan: Even though I’m not in the market, I think I might be able to swing that.
See how easy and casual that was to set an appointment? Works just as well in any situation.
Conclusion
Use the Pain-Agitate-Solve formula to stop people in their tracks, draw them closer, yearn for your answer and beg for your solution.
Use it during casual conversations or planned-out sales presentation. It doesn’t really matter. Just remember, PAS.
Leave a comment if this post was helpful or if you have anything you’d like to add. And if you like what you read, subscribe to the Real Estate Marketing Blog.
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Jun
20
Your Personal Strategy to Building Some Serious Real Estate Wealth
Filed Under Real Estate Marketing, Real Estate Prospecting Ideas | 2 Comments
If you’re struggling to make ends meet, here’s some more bad news: Economists think inflation is here to stay. And it’s likely to get worse.
You’re only option is to make some serious money.
But it’s not that easy. Or is it?
Most people don’t achieve serious wealth because they make simple mistakes. Simple, easy-to-avoid mistakes that prevent them reaching their goal of building serious wealth.
What are those mistakes? Lets look at them.
1. Depending on someone else to make you rich.
Serious flaw, here. While it might be tempting to believe this, the reality of building wealth is this: You need to do it for yourself. You can’t rely on anyone else.
2. Believing you can build serious wealth overnight.
When it comes to real estate, it seems we’re constantly bombarded by claims and stories of people who’ve made a mountain of cash in a ridiculously short time.
But let’s get real: these stories are rare. These people are a tiny minority. Plus, they’re usually the recipients of some extremely good circumstances.
That’s not to say you can’t build serious wealth quickly.
I know dozens of real estate agents who’ve gone from near bankrupt to flushed with cash in a matter of months. The key is you need a plan. I’ll get to that in a minute.
3. Working hard is the path to serious wealth.
This simply isn’t true. Yes, you have to work. And at times you will have to burn the midnight candle. But simply working hard will not make you a wealthy real estate agent.
There’s something else you have to add to the mix, which brings me to my next point.
4. Being innovative is the trick to pulling in serious wealth.
Eh, what do you think?
My mind goes immediately to all the hoopla over Web 2.0. Yes, social media is hot. Yes, social media is innovative. Yes, it’s cool. But is it bringing in the bucks?
It could be. And I think it needs to be part of your strategy. But it in itself is not going to change the face of making real money in real estate.
Also, I’ve known people who spend all their time trying to make some new discovery that they miss the basics of real estate marketing: giving your audience exactly what they want.
Innovation, in fact, can sometimes prevent you from making money. Just walk through the dot com graveyard to see what I mean.
5. Play aggressive defense to build a mountain of cash
Super Bowl 42 was a game of defense. The Giants and Patriots pretty much kept each other from scoring. And in the end, the Giants won because they played exceptional defense.
But the Giants also put points on the board. And when it comes to building wealth, you have to do both. Defend and attack well.
Because if you lose money, you have to recover lost ground and catch up. This eats up time.
How to Accelerate Your Income
Yet, the key to making money in real estate–to steadily building your wealth so a dying market won’t kill you–is to use the power of compound marketing [name and email required]. And once compound growth kicks in, sit back and watch your income accelerate.
Compound marketing needs to be part of your overall strategy. Like I mentioned earlier, at times you will have to work hard. But combine that with a little innovation, some compound marketing and a dash of time, and you’ll begin to climb out of your hole.
The Secret of the Worlds Wealthiest Real Estate Agents
Remember when I said in order to compete in this inflation-plagued market you’ll have to make some more money? Well, that’s exactly the secret behind long time real estate stars like Roger Dawson, Howard Britton and Bob Corcoran.
Might seem simple, but they had a plan: accumulate wealth and pour it back into their business. The key, though, is they had a plan.
Do you see my point? I different times I’ve stressed this. I’m doing it again today.
Great Way for Mr. Average to Build Wealth with Low Risk
Now your probably wondering what is a good way to make money, that’s simple, easy, cheap and can make a tidy sum with low risk?
You may have never considered it before but it’s a response hotline.
Now, I know you’re not stupid. This is our product. And we’d love to do business with you. But more importantly, because we’re hearing that pain of so many real estate agents it would be dishonorable if we didn’t step up our approach.
See, I’d love nothing more than to see you succeed in today’s tough market and I truly believe that this a simple way to build wealth open to all. That’s my reason for my boldness.
Besides, I’ve been in your shoes before. I’ve struggled, swamped with debt and fought tooth-and-nail to bring in a few bucks so I could keep a roof over my children’s heads.
Furthermore, I wouldn’t be telling you this if I didn’t think this was a great way for you–whether you are an average agent or a mega producer–to build wealth quickly with such low risk. In fact, it’s our clients who are telling us this. Who are telling us its been the difference between life and emotional, mental and career death.
And finally, it’s that little bit of innovation you need to supercharge your business.
Take a peek at this innovative tool right today. Now’s a really good time with the offer we’re running. But you don’t have long. We’re pulling the offer Friday at midnight.
And if you have any questions about real estate or current market conditions, please take a few moments to enter your question in the comment box below. My goal is to provide you with some of the best marketing tips, tools and ideas to making money in real estate, but I can’t answer questions that aren’t asked.
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Jun
12
Try This 6-Step Lead Generation Strategy for a Shaky Market
Filed Under Real Estate Marketing, Real Estate Prospecting Ideas | 1 Comment
Are you wilting in a market meltdown?
If you’re a real estate agent, there is a good chance that a daisy chain of financial disaster–collapsing housing bubble, wave of sub prime defaults, frozen corporate credit markets–has become your worst nightmare.
In your head, you may think it’s about time to panic.
Maybe sell the boat. Get a second job (if you haven’t already). Something to stop the bleeding and make ends meet.
What follows is a strategy that I think can have a phenomenal impact on your business in both the short-term and long-term.
You Can Succeed in Turbulent Times
In the short term it will bring in interested leads. In the long run, a listing or two a month, once it’s picked up some steam.
You probably won’t have to wait that long for it to pick up steam.
I’ve seen this strategy work wonders for agents in two months. In fact, one agent gets 2-5% response each time he follows one step of this strategy.
What is it?
It’s an optimum follow-up plan for renters–buyers who are in a perfect position to take advantage of the amazing housing opportunity before them.
This strategy is simple: Lure prospects in with a free educational report. After that, you’re going to follow up with a series of provocative and proven postcards and letters to convert leads into house buyers.
The Fundamentals of This Automatic Strategy
When promoting the free educational report, you’re mailings will alternate every month. One month you’ll send an article. The next month you’ll send a letter. This goes on for six months.
The articles and letters you send will explain to renters different ways they could own a home for less than it costs them to rent a home. But these aren’t just any articles and letters.
The key is personalization.
First, tear the left edge of the article, then photocopy it. After you have all of your copies, write “Mr. Smith, I thought you might like this. Gary” on the top in a blue felt pen.
This sort of personalization is a proven method for boosting your response rates.
The letters are fine-tuned tools to effectively attract attention, create interest, provoke desire and get action.
The 3 Approaches You Could Take
Now, because of the number of leads you can generate through this approach, your follow up is crucial. There are 3 approaches you could take to follow up.
- Mail the follow up series and wait for phone calls.
- Limit the number of mailers you send so you can personally call each.
- Enlist the help of a lending agent, affiliate or telemarketer.
Each approach, of course, has its drawbacks. The ultimate scenario occurs when you have a hungry lender. However, no matter which approach you choose, consistency is key.
Here’s how the optimum plan looks for following up with these renter leads.
Six Automatic Steps to Eager-to-Buy Clients
When the prospect calls for the report, confirm their address and take the steps toward building a relationship.
Three days after you mail the report, call each prospect to make sure they got the report. At the same time, offer something free: a list of new homes for sale or a referral for a pre-qualification. Build value. You’re trying to reduce the barrier between you and your prospect.
For those who didn’t convert on the free educational report, mail the first letter. For those who didn’t convert on letter 1, mail letter 2. For those who didn’t convert on letter 2, mail letter 3. And so on until the six month.
Crucial Attitude You Must Have with Each Follow-Up Call
First, with each phone call, seek to understand your prospect. If they are being defensive, figure out why.
Second, never shoot for the jugular. Use soft language, non-committal language. Be patient.
Your goal is to get them to accept an offer for weekly home listing updates. Once you’ve got this, you can stop mailing them.
After Step 4, the Strategy Adjusts to Strong then Stronger
Three days after you’ve mailed Letter 4, you’re goal is simply to stay in touch. Let the system work. Eventually the time will be right.
However, three days after you mail letter 6, you may want to try a sharper angle.
At this point they’ve gotten several free things from you. Ask for some kind of reciprocity–whether it’s a promise to stay in touch or just a casual commitment to receive weekly updates.
If they are still cold, simply mail them every three months.
Here’s How to Take This to a Deeper Level
If you’d like to learn more about this strategy, I’ve fleshed it out in a 22-page comprehensive report called “How to Target Renters and Get Them to Respond.”
This quick and easy report is free of charge.
In fact, along with the report, you’ll also get access to a video detailing how I used Craigslist to generate 147 leads in 39 days with one listing and a interview with a real estate trainer who coaches 6 of Wall Street’s top 50 agents.
Get instant access to this report right now. Download the “How to Target Renters and Get Them to Respond” report.
And if you have any questions about real estate or current market conditions, please take a few moments to enter your question in the comment box below. My goal is to provide you with some of the best marketing tips, tools and ideas to making money in real estate, but I can’t answer questions that aren’t asked.
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Jun
3
Two Free Real Estate Strategies!
Filed Under Real Estate Marketing, Real Estate Prospecting Ideas | Leave a Comment
It has come to our attention that we somehow landed on a couple of email black lists and as a result, many of you haven’t seen our most recent emails.
That’s not exactly the type of thing you want to hear when you’ve just sent out two emails with valuable strategies and business building information in them.
So, I decided to go ahead and create a post out of the email just in case we managed to miss any of you. If you’ve already seen these two reports, please forgive me, I just don’t want to leave any struggling agents out in the cold when I have the ability to help.
Over the past two weeks I’ve made two reports available to real estate agents, completely free of charge.
If you just want to jump right in, go to http://realestatemarketingmastery.com/renters-report, enter your name and primary email address, and you’ll be good to go.
You see, just recently I discovered an absolutely amazing (no make that beyond amazing!) marketing strategy while attempting to sell my waterfront condo at Lake of the Ozarks, in central Missouri.
Here’s what happened.
I’d heard about a free online ad source called Craig’s List, but never used it. So I thought, “What the heck? I’ve got nothing to lose. Why don’t I try posting my condo ad there?”
Well, after one try I got nothing. Not a call. Not a hit. Notta.
So I thought “Hmm? Why don’t I take some of the ideas I’ve been teaching agents for the last 12 years and apply them to this thing?”
My next run?
One or two calls…nothing great.
So I tweaked my ad a little bit.
Then…three or four calls…a little better.
So I tweaked it on last time…and then it happened!
My ad started to gather some steam. This time I got 11 calls the same day I posted. That’s when I knew I had something. After three or four revisions of my ad, subject line and a variety of other things, I had, almost by accident, discovered a formula that generated 147 inbound leads for my condo in the next 38 days!
And the best part was it didn’t cost me one red cent!
I got good quality prospects calling me day and night from a source that didn’t cost me a thing, except 5-10 minutes a day to post and re-post my ad. What was even more amazing is the fact that I did it all with just ONE listing…my condo.
All I could think was… “This is CRAZY!”
I’m getting leads out the ying yang…they’re good quality leads…and I’m doing this all while agents around the country are literally dying and dropping like flies.
Armed with this new knowledge, I put together a quick video (don’t worry, it’s 100% free) that explains exactly how I got 147 Leads in 38 Days from just 1 Listing. More importantly, I take you step-by-step through this information, and show you how to apply it to your real estate business and start generating leads right now.
Again, let me stress the fact that there’s no sales pitch, no catch, I am simply trying to help agents around the country that I know are struggling right now.
To watch the video, just go to http://realestatemarketingmastery.com/renters-report and enter your name and primary email address. We’re trying to avoid any future black list issues so you’ll have to verify your request.
Once you’ve verified your request, you’ll be given the access code to both the “147 Leads, 38 Days, 1 Listing” video as well as the 22 page Renters Report.
The Renters Report is another potent, high-powered strategy for you that will help you grow your business even in the midst of this struggling market.
In fact, it will show you how to capture huge chunks of market share and grow your business like never before…because of this tough market!
You see, every market has unique opportunities to profit…if you know what to look for and how to go after the business.
And in this tough market right now…foreclosures…resetting adjustable rate mortgages…declining property values…it’s created a “perfect storm” in the housing market that’s been a nightmare for sellers but an absolute dream for buyers.
If you have a well-developed strategy for working with Renters you can exploit a very timely series of events and start generating those sought after buyers leads right now, at a time when your competition is searching for scraps.
Rather than just giving you a quick general overview of how to target, and more importantly convert renters into buyers, I wanted to give you something that you can use, something substantial that you can take and put to use immediately and begin to see results in your business. So, I’ve decided to provide you with a comprehensive 22 page Renters Report.
This report is absolutely awesome! It gives you step-by-step instructions, precise details, a six-part mailing program, six follow up mailers, and word-for-word phone scripts to help you follow up with the leads you generate!
Ok, that should bring all of you affected by the black list issue up to date. To request your copy of these two 100% free reports, simply go to http://RealEstateMarketingMastery.com/renters-report, and enter your name and your primary email address. Again, there’s no sales pitch, no hidden cost, it’s just solid usable information that will help you not only survive this market, but thrive in it.
The comments on this post will be closed, not because I don’t want your feedback on this, I absolutely do. I would just prefer it if you’d post your feedback over on the Real Estate Marketing Mastery blog so that we don’t fragment the conversations.
Thanks and here’s to your success!