March Real Estate Agent Playbook 2019 Edition - A Real Estate Agents Guide to the Gold - Hunter Home Loan ...
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March Real Estate Agent Playbook
2019 Edition
A Real Estate Agents
Guide to the Gold...
Researched and Compiled by Movement Mortgage Coaching
Department
Table of Contents
INSPIRATION FOR THE MONTH .......................................................................................................................................................... 3
PROSPECTING FOR REFFERALS .......................................................................................................................................................... 5
POP BY IDEAS FOR MARCH .................................................................................................................................................................... 6
Saint Patrick’s Day Theme...................................................................................................................................................................... 6
Tax Season Theme ...................................................................................................................................................................................... 6
Spring Theme ............................................................................................................................................................................................... 6
SOCIAL MEDIA POSTS TO POSTURE YOU AS THE GO TO REAL ESTATE AGENT! ......................................................... 7
SOCIAL MEDIA POSTS TO CREATE ENGAGEMENT ..................................................................................................................... 9
Social Media Posts Creating Engagement Examples: .............................................................................................................. 10
Social Media Posts for St. Patrick’s Day! ....................................................................................................................................... 13
15 WAYS TO ADD NEW CLIENTS TO YOUR DATA BASE........................................................................................................ 14
26 PLACES TO GET LISTINGS ............................................................................................................................................................. 16
MONTHLY SCRIPTS VAULT ................................................................................................................................................................. 17
Prospecting ~ Ask those you have met for Business or Referral ............................................................................ 17
MONTHLY SCRIPTS VAULT ................................................................................................................................................................. 18
Prospecting ~ Use News you saw From Social Media as Reason for Call................................................................. 18
MONTHLY SCRIPTS VAULT ................................................................................................................................................................. 19
Prospecting ~ Invite Your Database to Your Open House ............................................................................................. 19
4 Killer Past Client Scripts ................................................................................................................................................................... 19
MONTHLY SCRIPTS VAULT ................................................................................................................................................................. 20
MONTHLY SCRIPTS VAULT ................................................................................................................................................................. 21
MONTHLY SCRIPTS VAULT ................................................................................................................................................................. 22
MARKETING PLAN OUTLINE ............................................................................................................................................................. 24
Letters - Templets for Prospecting ................................................................................................................................................... 26
The Renter Conversion Prospecting Letter ......................................................................................................................... 26
Letters - Templets for Prospecting ................................................................................................................................................... 27
The Neighborhood Farming Prospecting Letter ............................................................................................................... 27
Letters - Templets for Prospecting ................................................................................................................................................... 28
Condo Buyer Letter Template .................................................................................................................................................. 28
Letters - Templets for Prospecting ................................................................................................................................................... 29
Investor/Second Home Owner Seller Prospecting Template................................................................................... 29
Tip to Get a 99% Open Rate from Your.......................................................................................................................................... 30
Real Estate Prospecting Letter .......................................................................................................................................................... 30
AGENT MARKETING ACADEMY CLASS SPOTLIGHT ................................................................................................................ 31
2
INSPIRATION FOR THE MONTH
A Story on Value…
A popular speaker started off a seminar by holding up a $20 bill.
A crowd of 200 had gathered to hear him speak. He asked,
“Who would like this $20 bill?”
200 hands went up.
He said, “I am going to give this $20 to one of you but first, let
me do this.” He crumpled the bill up.
He then asked, “Who still wants it?”
All 200 hands were still raised.
“Well,” he replied, “What if I do this?” Then he dropped the bill
3
on the ground and stomped on it with his shoes.
He picked it up, and showed it to the crowd. The bill was all
crumpled and dirty.
“Now who still wants it?”
All the hands still went up.
“My friends, I have just showed you a very important lesson. No
matter what I did to the money, you still wanted it because it
did not decrease in value. It was still worth $20. Many times in
our lives, life crumples us and grinds us into the dirt. We make
bad decisions or deal with poor circumstances. Life happens and
we feel worthless. But no matter what has happened or no
matter what will happen, you will never lose your value”.
You are special – Don’t ever forget it!
QUOTES for your Contemplation!
"Opportunities don't happen. You create them." ~ Chris Grosser
"The way to get started is to quit talking and begin doing." ~ Walt
Disney
"Success seems to be connected with action. Successful people
keep moving. They make mistakes, but they don't quit." ~ Conrad
Hilton
"If you are not willing to risk the usual, you will have to settle for the
ordinary." ~ Jim Rohn
4
PROSPECTING FOR REFFERALS
Tax season is upon us!
Your favorite accountants are some of the best referral sources for new
clients. Don’t overlook these number crunchers during their most stressful
time of year. That is right… now is the time to LOVE ON YOUR
ACCOUNTANT.
From now until April 15th, Accountants meet with a majority of their client
and are at their busiest… a great time to keep top-of-mind.
You can begin loving on these treasured referral partners annually during
this time with “Tax Relief Baskets”. Basically, you get a big basket and fill it
with snack foods and fruit from Costco, Sam’s or Walmart. Stop by every
week or so until April 15th and replenish their snacks. You can also treat
an accountant to pedicure “business meetings”. Or maybe send a chair
massage person to your favorite accountants office. Get creative. If you
don’t have relationship with accountants, ask your clients for an
introduction to their favorites.
Make sure you add
your business card
to the basket!
5
POP BY IDEAS FOR MARCH
Saint Patrick’s Day Theme
Chocolate Gold Coins with branding –
“Your referrals are the pot of gold at the
end of the rainbow!” www.WhCandy.com
Bailey’s Irish Cream Coffee – Don’t
rely on the luck of the Irish… give me a call!”
Lottery Tickets – “For the luck of the Irish, Don’t let your
friends or family gamble with the purchase or sale of a home.
Girl Scout Cookies – “Know someone SCOUTING for a good
real estate deal… have them call me!”
Tax Season Theme
Snack bag or Calculator – “To make your real estate
transactions, LESS TAXING, be sure to contact me for all your
needs.”
Spring Theme
Umbrella – “Rain or shine, I’m there for all your
real estate needs.”
www.customumbrellastore.com
6
SOCIAL MEDIA POSTS TO POSTURE YOU AS
THE GO TO REAL ESTATE AGENT!
Suggested copy and hashtags:
Waiting till spring to move? Remember, you’re not the only
one with dreams of a new space. Let’s talk! #backyardgoals
#newyearnewhouse #newhomebuyer #homebuyertips
#homebuying #homebuyer #homebuyingtips
#homebuyingprocess #firsttimehomebuyer #firsttimebuyer
#firsthome #firsthomebuyers #homeownership
#homeownershipgoals #newhouse #newhome
#newhomeshopping #newhomeowner #newhomeowners
#newhomesales #newhome #homeshopping
7
Suggested copy and hashtags (add some relevant to your
market too):
It takes a lot to be ready to buy a home. Let me help
simplify the process for you. #newhomebuyer
#newhomebuyers #homebuyertips #homebuying #homebuyers
#homebuyer #homebuyingtips #homebuying101
#homebuyingprocess #downpayment #firsttimehomebuyer
#firsttimehomebuyers #firsttimebuyers #firsthome
#firsthomebuyer #homeownership #homeownershipgoals
#newhouse #newhome #newhomeshopping #newhomeowners
#newhomesales #homeshopping
8
SOCIAL MEDIA POSTS TO CREATE ENGAGEMENT
When you create your posts, remember that social media
marketing should be fun. No matter what type of conversation
you’re attempting to start, you should always keep your
audience in mind. Your followers are using the platform to kill
time, be entertained, and learn a little. Social media is like a
cocktail party; it’s place to mix, mingle, and get to know people.
It’s not place to lay sales and marketing on too thick.
Are you following suit? If so, you’re taking advantage of an
opportunity to get to know your customers and build
relationships that will power your business’s long-term growth.
If you're looking for social video ideas, consider how-to,
entertainment, behind-the-scenes, culture, recruiting, response,
shout-out, event, promotional, demonstration, interview,
and even customer testimonials.
The best video length for Facebook engagement is about 1
minute and 30 seconds, and Twitter's direct upload maximum
length is 2 minutes and 20 seconds. So you could smartly record
one video and share it across multiple networks, then also
upload it to YouTube for additional exposure. Facebook
recommends that storytelling via video keeps your audience
interested.
9
Social Media Posts Creating Engagement
Examples:
10Using the background feature in Facebook posts help to make
the post stand out and appear to be more of a Meme, which
draws more attention to your post.
You can goggle the web to find engaging pictures or take some
of your own with your cell phone camera through out the day to
collect for use later. There are many opportunities to
create engaging and fun posts ~ here is an easy one:
While in the Grocery store snap a picture of your favorite coffee
brand, your favorite ice cream or frozen go to food to post and
ask them to share a picture of their favorite!
11What’s your Pick?
Suggested copy and hashtags:
What’s that one thing you’ve found you can’t (and won’t)
live without? #movingup #newhomebuyers #homebuyertips
#homebuying #homebuyers #homebuyingtips
#homebuying101 #homebuyingprocess #homeownership
#homeownershipgoals #newhouse #newhome
12How do you like your Bacon?
Social Media Posts for St. Patrick’s Day!
”Knock, knock!” “Who’s there?” “Irish.” “Irish who?” “Irish
you a happy St. Patrick’s Day!”
What type of Shenanigans are you up to today?
Happy St. Patrick’s Day! Are you wearing your green today or
getting pinched? Post a picture with your green on below!
1315 WAYS TO ADD NEW CLIENTS TO YOUR
DATA BASE
1. Throw a party for the first day or 2 of March Madness. You
can rent out a bar or just make it a house party. You can call it
the all day March Madness party and let people know at what
times which food would be delivered.
2. Organize a charity race or 5K in your community.
3. Attend the local city council meetings and go up and
introduce yourself afterwards to local community leaders.
4. Join the local Rotary Club.
5. Find out about any local network groups and join them.
Remember to be the ultimate giver and expect nothing, you’ll be
a star.
6. Get a booth at a local expo and get to know all the visitors
as well as other expo booth owners.
7. Develop as a speaker and look for opportunities to share
your expertise. Real Estate investing clubs, being a mentor,
hold RE workshops.
148. Join a network marketing company. Most have amazing
leadership and very driven people in them. I’ve met some of
my best friends doing this very thing.
9. Get a group together for a couple’s trip and go somewhere
fun and relaxing. 8-10 couples is a perfect amount to really get
connected.
10. Start a club around your passion. Receipting cars, sports,
plays or whatever.
11. Rent out a cabin for a weekend and tell your friends you
will pay for it if they helpful it with fun people.
12. Be active o Twitter and engage your audience locally by
using local hash tags and having relevant information.
13. Find out a local event coming to your city and connect with
the organizers to help out.
14. Volunteer at the local homeless shelter.
15. Sign up for classes of things you have always been
interested in doing.
1526 PLACES TO GET LISTINGS
Architects Notice of Default Leads
Builders CPA’s
Family & Friends Divorce attorneys
Sphere of influence Bankruptcy attorneys
Past Clients Short Sale Leads
Door knocking Networking events / Mixers
Cold calling HR Directors / Relocation
Open Houses opportunities
Expired Listings Agent to agent referrals
For Sale By Owners Host a client appreciation
Probate Attorneys party
Mailers Vendors
Make me move leads on Internet leads for buyers
Zillow targeting price points where
Landlords people likely have a home to
Asking current clients for sell before they buy!
referrals
16MONTHLY SCRIPTS VAULT
Prospecting ~ Ask those you have met for Business
or Referral
Hi, _______ (name), this is _________. Do you have a
minute? Great, this is actually a business call.
As you may or may not remember, I am in real estate and with
XYZ Realty. Part of my job every day is to call people I like and
ask about their real estate needs.
From time to time, I send out market information to people
who like to keep up with what’s going on in local real estate.
I’d be happy to add you to the list. Don’t worry; I’m not going
to barrage you with emails! I send these out every 4 to 6
weeks. By the way, I don’t have all your information. Can I
(get your email/ get your mailing address/friend you on
Facebook)?
Are you or someone you know from work or the neighborhood
interested in buying, selling, or investing in real estate in the
near future?
If they are interested, ask questions to connect and investigate
further, then:
Excellent! Would it be okay if I got you some information to
look over, and then we can meet to discuss?
If they have a referral:
Can I please have their contact information? I promise I will
take very good care of them and let you know what happens.
My enthusiasm, together with my years of experience (or if you
are newer in the biz you can say along with the years of
experience that XYZ Realty offers), means they will be in very
good hands.
17MONTHLY SCRIPTS VAULT
Continued …..If they have no referrals:
First of all, thank you for giving it some thought. Since I just
put the thought in your mind, you are likely to think of
someone! So when you do, please give me a call or send me
an email, and if it is okay with you, I am just going to check
back from time to time to see who you have thought of or
heard from that I could help. Is that okay?
From time to time, I send out market information to people
who like to keep up with what’s going on in local real estate.
I’d be happy to add you to the list. Don’t worry; I’m not going
to barrage you with emails! I send these out every 4 to 6
weeks.
By the way, I don’t have all your information. Can I (get your
email/get your mailing address/friend you on Facebook)?
Prospecting ~ Use News you saw From Social Media
as Reason for Call
I saw on Facebook that your son will be starting school soon.
I help a lot of growing families who need to move up from a
rental or from their first home.
I am actually at work, and I just wanted to give you a quick
call. Can I call you later to catch up?
18MONTHLY SCRIPTS VAULT
Prospecting ~ Invite Your Database to Your Open
House
Hi, _________ (name), this is ___________. I just wanted to
give you a quick call and let you know that I will be holding an
open house near your neighborhood, and I was hoping you
could stop by to say hello! I know you are probably not in the
market for a house, but I’ll be there at __________ (time) on
__________ (day), and if you want to come over and catch up,
that would be great!
4 Killer Past Client Scripts
Past Client Script #1
AGENT: ler Williams University—Scripts and Dialogues
Hi, this is _______ with XYZ Realty. Do you have a minute? I
need your help. I was hoping with all of your contacts that you
might know someone who may be ready to buy or sell some
real estate. [Listen to the response.]
I would like to send you a few of my cards in case you hear of
someone who may need my services later. If you think of
someone, please keep me in mind. Ideally, it would be great
for you to call me when you do think of someone ~ I can make
sure to follow up with them and give them the same great care
I gave you!
19MONTHLY SCRIPTS VAULT
Past Client Script #2
[Keep things very friendly on the call with your past clients.
Talk socially and find out how they’re doing using FROG
(Family, Recreation, Occupation, and Goals), because you
actually do want to know! Keep putting little pieces of real
estate into the conversation also. If they mention, for instance,
a new baby, use the opportunity to say, “Oh, wow—time for a
bigger house?” Or let them know how much their house has
appreciated, and suggest that they take that appreciation and
put it into a larger home.]
AGENT:
Hi. Just calling to check up on you and see how you’re enjoying
your property. I also wanted to let you know that a couple of
houses just sold down the street at this price: ______. You
paid _____ dollars back in ______ (date) so your property has
appreciated ______ (amount). Perhaps you’re thinking now is
a good time to capitalize on that.
Tip to Remember: FROG stands for: Family, Recreation,
Occupation, Goals.
20MONTHLY SCRIPTS VAULT
Past Client Script #3
[The amount and type of rapport building that you do at the
start of the conversation will depend upon how well you know
this person. Use the FROG technique to build rapport.]
AGENT: Hello, __________! This is __________! How are
you today?
PAST CLIENT: Fine. How are you?
AGENT: Couldn’t be better. How’s the family?
PAST CLIENT: They’re doing great.
AGENT: I’m glad to hear that. Say, the reason I’m calling is
that I was hoping to get 10–20 minutes of your time in the
next few days. I’m making some changes to my business and
would like to share some of them with you. I really value your
opinion and would like to share what I’ve learned and get your
feedback. Could I stop by tomorrow at 4:00 p.m. or would
6:00 p.m. be better?
PAST CLIENT: 6:00 p.m.
AGENT: Great, I’ll see you then!
21MONTHLY SCRIPTS VAULT
Past Client Script #4
AGENT: Hello, Mr.Past Client! It’s good to see you! Thanks for
having me over!
PAST CLIENT: It’s good to see you too.
AGENT: Are you still doing a lot of ...? (Do rapport building
using the FROG technique).
Tip to Remember: FROG stands for: Family, Recreation,
Occupation, Goals.
PAST CLIENT: Yeah, we go every Sunday ...
AGENT: Mr. Past Client, I appreciate you taking the time to help
me. You see, I recently attended a seminar where I learned some
interesting statistics. the speaker said that, on average, most
people know at least five other people who are buying or selling
real estate in a given twelve-month period. The reason I share
that with you is that I’m trying to test this statistic. Mr. Past
Client, think before you answer: during the last twelve months,
did you personally hear of five people who were considering
buying or selling real estate?
PAST CLIENT: Actually, no.
AGENT: So maybe you don’t represent the average. I’m finding,
on average, that five or more is very common.
22Past Client Script #4 Continued…
PAST CLIENT: Really!
AGENT: Mr. Past Client, the reason I am sharing this with you is
that I would like to ask that in the future, when you hear of these
opportunities, would you be willing to give me a call with the
person’s name and telephone number?
PAST CLIENT: Sure, no problem.
AGENT: Thanks, I really appreciate it. I understand that you
take a risk when you refer a friend or acquaintance, because if I
were to make a mistake, that might be a reflection on you. I
want you to know that my relationship with you is too important
and that anyone you refer to me will be treated with the utmost
care and professionalism.
PAST CLIENT: I appreciate that.
AGENT: Mr. Past Client, the reinvention of my business involves
succeeding through people that I know. This allows me to spend
more time with my customers, rather than having to search for
new customers among the masses. Does this make sense?
PAST CLIENT: Yes.
AGENT: Mr. Past Client, I appreciate your commitment. Would it
be okay with you if I inquired from time to time about potential
customers so we can really test the statistic I talked about
earlier?
23MARKETING PLAN OUTLINE
1. We strategically place your home online unlike other
companies; I receive all of the leads we get on your home
2. In addition your home will be on… (have a page that shows
all the websites that you will showcase it on)
3. Extra professional pictures online (share bad photos vs. your
quality)
4. Virtual tour online (show them the one you made)
5. Staging (if necessary – explain the stats on homes staged
vs. not)
6. Create a professional brochure/ flyer (show them the one
you created)
7. Send post cards to neighbors notifying them your property
is for sale (show example)
8. Notify agents in my office, my region and across the globe
about the property
9. Hold open house(s) (describe your Mega Open House
strategy... even create a flyer to illustrate)
2410. Personally invite your neighbors to the open house/broker
preview
11. Prospecting daily for (x) hours to find a buyer for your
home
12. Aggressive follow-up with prospective buyers (explain the
training and designations you have received)
13. Hold a broker Open House
14. Advertise (Share you plan and examples)
15. Weekly check-in calls to “stay on the pulse”
16. Automatically via email, send you all feedback from
showings (Homefeedback.com or other solution)
17. Automatically email new listings, pendings and sales in
your neighborhood
18. Review pricing weekly and notify you immediately of
market changes
(Optional) I do/my team does 100% of the showings – (you
hired us to “sell” your home, that’s our job)
25Letters - Templets for Prospecting
The Renter Conversion Prospecting Letter
Hello [Insert Name],
Have you been wondering if you could own your own home in
the neighborhood? Interest rates have never been lower but
prices are going up fast, and you might have the opportunity to
stay and build a life in the neighborhood you love, at a good
price, if you get in quickly.
I just helped buyers get into the property at [name street &
number]. Believe me, I know that taking the step to buying
your first home can seem overwhelming, and there are often
many questions. May I answer those at no charge to you?
Call or text me at [insert cellphone number] and we’ll set up a
time to walk through the process and get you on your way to
owning your first home!
Best Regards,
*hand signature*
[Name]
[Brokerage]
[Address] [Email/Phone]
[Social Media Handles]
26Letters - Templets for Prospecting
The Neighborhood Farming Prospecting Letter
Dear [Insert Name],
I recently sold a home in your neighborhood at [insert address]
and wanted you to know that there are more buyers than
inventory. I currently have buyers looking while there are not
enough homes on the market. People want to live in this area
right now!
It’s never been a better time to sell in [name your area]. If
you’ve been planning a move or just thinking of listing your
home, it’s a hot market with homes selling quickly for top
dollar.
May I give you a quick five-minute price assessment to see
what you could get for your home? There’s no obligation to you
— just a few minutes of your time so that I can make you
aware of your opportunities.
Call my cellphone at [insert cellphone number] and we’ll set it
up! Best
Regards,
*hand signature*
[Name]
[Brokerage]
[Address] [Email/Phone]
[Social Media Handles]
27Letters - Templets for Prospecting
Condo Buyer Letter Template
Hello [Insert Name],
My name is [insert your name] and I work for [insert real
estate brokerage name] in [city]. I have a buyer who is very
interested in purchasing a condo in the [insert condo
development name]. [He/She has always dreamed of living in
the ] or [My client has several
close friends who live here and would like to live near them.]
and just missed out on a recent listing in [condo development
name] Please let me know if you or any of your neighbors are
considering putting your condo up for sale.
Please let me know when you are free to talk for a few minutes
and a good phone number to reach you at. I look forward to
speaking with you.
Best Wishes,
*hand signature*
[Name]
[Brokerage]
[Address] [Email/Phone]
[Social Media Handles]
28Letters - Templets for Prospecting
Investor/Second Home Owner Seller Prospecting
Template
Hello [first name],
Our market has seen a [25%] average price increase in the past three
years, and I’d like to take this opportunity to introduce myself and learn
your interest in selling now and leveraging your equity. I am a real estate
[broker or sales person] who focuses on serving the real estate needs of
investors and second homeowners in [name of neighborhood(s) or
geographic region].
Some of my recent transactions include:
[insert 2-3 recent sales/listings: two-bedroom, listed for xx months/sold
for $]
Should you work with me, I will work tirelessly to ensure you are
connected with the best real estate opportunities. My services include:
• Investor sales and purchases
• Relocation
• Local real estate market reports
• Local real estate market expertise and guidance
• Real estate professional referrals (for those moving to another state
or country)
• Real estate leasing (commercial, industrial, retail, residential)
• Other: do you have a unique real estate issue that you need
assistance with? I am happy to work with you to find solutions.
[I would also like to offer you a free comparative market analysis to allow
you to get a sense of comparable inventory in your market, list vs. sales
prices, and average time on market.]
I hope you will consider contacting me for your future real estate needs.
My contact information is below.
Best Wishes,
*hand signature*
[Name]
[Brokerage]
[Address] [Email/Phone]
[Social Media Handles]
29Tip to Get a 99% Open Rate from Your
Real Estate Prospecting Letter
While real estate prospecting letter templates are meant to
save you time in content, they should not be something you
run off in a copier. Address your letters to specific individuals,
hand write the exterior address and use a traditional postage
stamp instead of a postage printer. These tips can result in you
getting a 99 percent open rate. People want to feel that they’re
receiving something special and crafted just for them.
By hand addressing the exterior of the envelope, your open
rate increases from 56 percent with traditional direct mail to
99.2 percent, according to Letter Friend. There is nothing less
personal than seeing “To current resident” printed on the front
of an envelope. By hand addressing the exterior of an
envelope, you give a great customer service impression from
the start. There are many services that provide a realistic
hand written envelope or note card printing service by
providing an example of your own handwriting if you don’t
want to take the time. You can simply Google them on line!
If you can get high open rates, you want to optimize this
advantage by also giving something for them to keep. Business
cards, along with your real estate prospecting letter, can give
future clients something to remember you buy and hold on to
easily. Make sure you have a high quality, customized, branded
business card that make a great first impression.
30AGENT MARKETING ACADEMY CLASS
SPOTLIGHT
Movement Mortgage Loan Officers have Top rated training
classes just for Real Estate Agents that are both
educational and fun!
Our newest class is now available on how to compete
and win in a digital real estate world! Contact your
Movement Mortgage Loan Officer today to bring this
training to your office or your local Real Estate Board
office!
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