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Real Estate Rainmaker

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NEW EDDM NEWSLETTERS!

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NEW! EVERY DOOR DIRECT MAIL
 
EDDM NEWSLETTERS
Hyperlocal Lead Generation
Has Never Been Simpler!
 
How EDDM Newsletters work for you: We write, design, and print your branded RAINMAKER EDDM NEWSLETTERS. Then, we fold to 8.5 X 11″, count and ship your ready-to-mail newsletters to you. All you do is drop your EDDM NEWSLETTERS at your local post office. No address labels required. No permits. No fees. You simply pay the dramatically lower EDDM postage with easy paperwork…and your post office delivers your EDDM NEWSLETTERS to every door in your target area. No mailing lists. No permit. You generate hyperlocal leads simply, effectively, affordably.
 

 NEW EDDM NEWSLETTERS!

Dan Gooder Richard

Dan is the President/Founder of GOODER GROUP - RAINMAKER LEAD SYSTEM. He is also the author of two successful Real Estate books: REAL ESTATE RAINMAKER: Successful Strategies For Real Estate Marketing (Wiley) and REAL ESTATE RAINMAKER: Guide To Online Marketing (Wiley).

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How Upstream Marketing Makes David The New Goliath

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Do incoming leads and current clients steal your time from working your database? Do you let prospects not yet ready to sell slip through the cracks? Does the chaff from online leads smother you before you pluck out the occasional closing?

You’re not alone.

The reason is today’s fractured media world — what marketer’s call a “fragmented” or “segmented” market — where no one media channel reaches all your customers.

Today the key to making money from the people you know  is to work all your contacts simultaneously from multiple channels. This is crucial. 60-70% of all real estate transactions come directly or by referral from someone you know, according to the NAR’s Profile of Home Buyers and Sellers.

Work All Your Contacts Simultaneously

That’s especially true in 2015 if you want more inventory.

After all is said and done, inventory – that is, listings – generates buyers. That’s why the Goliaths have declared war on lead generation by focusing on properties, and more specifically by dominating online home sale search.

So how can solo real estate pros (and I include teams here) compete for leads with the behemoths from giant search portals, mega brokerages, national franchises and even your entrenched competition across the street?

Upstream marketing.

Upstream marketing today is focused on people, not properties. By targeting your marketing upstream you can be the new Goliath. Why? Only David has personal relationships with local home sellers. (In fact, the Goliaths don’t know any people at all.) By working those relationships, David can beat the Goliaths to local sellers every time…before the sellers become a property in a Goliaths’ algorithm.

image 300x283 How Upstream Marketing Makes David The New Goliath

3 Critical Databases Define Upstream Marketing

Within the grasp of every real estate professional are three critical databases. (1) Work your postal database (both your personal list and your geographic farm). (2) Work your email database. (3) And, work your social networks. Large or small. Taken together every real estate David can pull more new fish, more current fish and more past fish from these three streams than the Goliaths can only dream about.

How?

Drip. Drip. Drip.

Simply stay in touch (ideally with relevant messages and consistent effort). That way, every David can convert more prospects, optimize more long-term clients, maximize more referrals and manage every ongoing relationship. By nurturing all your contacts upstream — before they nibble your competitor’s lines or are sucked up through online searches — relentlessly “drip” relevant information on all three databases via print, email and social postings. Whenever prospects bite, reel them in with phone, texts and personal appointments. Here are three upstream marketing techniques that work.

1. Incubator Follow-Up
Every experienced pro knows the treasure is in the follow up. Once a prospect “breaks the surface,” your job just begins. Drip, drip, drip relevant information crafted for a seller, investor, move-up family, or first-time millennial to downsizing boomer. How-to-buy tips. Market statistics. Little-known selling secrets. And, of course, latest price and rate trends, and new-on-market listings. Build loyal relationships with know-how.

2. Re-engagement Action Plans
Ever wonder the best way to capture FSBOs or expireds? Stay in touch. Research shows almost 80% of FSBOs ultimately list with a Realtor and 80% of expireds move within two years.  FSBOs and expireds are bombarded during the first weeks. But the longer you stay engaged  — and this is true for all seller prospects — most competitors  drop out. That puts you in the best position to be the go-to Realtor when the seller is finally ready. Don’t stop pursuing a prospect. Kick off the relationship with a letter, a hand-written note, a voice mail. Then mix it up with  newsletters or emails or postcards.  You’ll be amazed how often prospects simply got busy…and once they get settled they’ll respond to your re-engagement contacts.

3. Direct Response Campaigns
To generate response directly to you, make them an offer they can’t refuse. The secret is to craft an offer that solves their biggest problem and that only a serious seller would respond to get. Trump the tried-and-true CMA offer with a top-dollar net proceeds analysis or room-by-room marketability survey. Keep up the drum beat with just listed, just sold e-blasts, open house invitations, seller tax tips, fix-up and staging secrets and testimonial “settlement selfies” (especially effective on social media).

Pour all this information drip by drip into regular direct mail, automated email and shared-content posts on your social media platforms. By cultivating your people upstream — before they become an online property — every David no longer has to fear the Goliaths hovering over your local pond.

 How Upstream Marketing Makes David The New Goliath

Dan Gooder Richard

Dan is the President/Founder of GOODER GROUP - RAINMAKER LEAD SYSTEM. He is also the author of two successful Real Estate books: REAL ESTATE RAINMAKER: Successful Strategies For Real Estate Marketing (Wiley) and REAL ESTATE RAINMAKER: Guide To Online Marketing (Wiley).

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3 Simple Steps To Capitalize On Your Database In 2015

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Do you know how much business you are losing by not having a system to stay in front of your best contacts on a regular basis?

Tons.

In fact, 60%-70% of all real estate transactions come from people you know…from your database, your networks, your sphere, your farm, your referral pipeline, according to the NAR’s Profile of Homebuyers and Sellers. Only a fraction of closed deals in any market come from Internet lead services and media advertising. That’s why top agents know there is money in their database…and how easy it is to take advantage of their competitors who too often chase “search leads” — and leave most of their local deals on the table.

Maximize. Capitalize. Monetize.

You have a huge opportunity in 2015.

If you want more business this year the secret boils down to working your pre-lead database.

Why?

preleads 300x213 3 Simple Steps To Capitalize On Your Database In 2015Simply put, listings come from relationships, from referrals, from sellers that know you (or someone they know who should know you). More listings mean more sign calls. More mobile drive-bys. More open house visitors. More just listed and just sold inquiries. More Internet searches.

In short: More business.

The key is to work a plan to incubate people who are not ready to buy or sell today…and you’ll boost your business tomorrow. How? By being the go-to source for sellers. By converting more leads with long-term nurturing. By using three simple techniques. (Drum roll, please.) Work your postal database. Work your email database. Work your social networks. By using these simple tools you will attract the bulk of local selling and buying prospects in your market into your hands. Never before has unsettling the balance of power in your local market been so simple.

Stay connected… Constantly. Instantly. Consistently….with your core contacts.

Then, as they say with shampoo…lather, rinse, and repeat.

You will get massive local results when you work your databases harder and smarter in 2015. Using simple tools already at hand — direct mail, email, social media — you can build a micro-business that out competes mega teams, major brokerages, franchises, and even the giant home-search portals every time…not to mention upending your competitor down the street.

 3 Simple Steps To Capitalize On Your Database In 2015

Dan Gooder Richard

Dan is the President/Founder of GOODER GROUP - RAINMAKER LEAD SYSTEM. He is also the author of two successful Real Estate books: REAL ESTATE RAINMAKER: Successful Strategies For Real Estate Marketing (Wiley) and REAL ESTATE RAINMAKER: Guide To Online Marketing (Wiley).

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