RNICEHAE L ESTATE

2017 - 2018 EDITION 12 STRATEGIES FOR NICHE AGENT MARKETING We will guide you through all of the tools and strategies, step-by-step, that will advance your career in 2017-2018.

Release Date August 2017

NICHE MAGAZINE REA NICHE MAGAZINE NICHE STRATEGY #3: NICHE MOBILE MARKETING Learn how to become an expert with your digital marketing NICHE STRATEGY #1: efforts by understanding the BRANDING ESSENTIALS importance of mobile. Establishing a personal brand as a Real Estate Agent.

Branding awareness techniques that will help you 03 gain attention more quickly 0within your targe1t market.

NICHE STRATEGY #4: SOCIAL MEDIA MASTERMIND NICHE STRATEGY #2: How to set up third-party INNOVATIVE PERSONAL Instagram accounts and use BRANDING them to sponsor yourself, for free. The importance of a personalized website as well as your own Discover the most cost-efficient personalized mobile app featured in social media platforms and tools. the Apple & Android stores. Gain a targeted following on How branding your name and logo Instagram and Facebook by 0branding yoursel4f and by properly across both a website and mobile app helps capture referrals and gain managing your accounts. 0leads from low-c2ost search engine optimization.

CONTENTS REA NICHE STRATEGY #7: NICHE MAGAZINE LOCKING DOWN FSBOS Learn specifically about how the features of a personal business app will add value to prospecting NICHE STRATEGY #5: and FSBOs. MARKETING OUTSIDE THE BOX Universal insider tips from top real Speak with confidence on how estate producers, all made easy, to your approach is backed by data help creatively boost your book of analytics, giving it a competitive business while establishing win-win 0edge and pricing7 advantage over relationships. traditional FSBO marketing 05 efforts.

NICHE STRATEGY #8: INNOVATIVE PARTNERSHIPS

Identify which partnerships will benefit you the most and which relationships are taking up too NICHE STRATEGY #6: much of your time unnecessarily. MASTERING THE OPEN Learn niche ways to market See how a key partnership yourself that no one else is skyrocketed referral business and focusing on, and develop ways to overall success for a featured reach Millennial buyers. 0agent. 8

Instantly increase your buyer lead database by using an Open House 0Walk-In feature. 6 CONTENTS REA NICHE STRATEGY #11: NICHE MAGAZINE WINNING UNTOUCHABLE CONDOS

How to become the first agent to NICHE STRATEGY #9: capitalize on condos coming out CAPTURING COLLEGE GRADUATES of litigations. Learn how to get into graduating How to win over condo classes on college campuses to associations to become an teach them about real estate. A exclusive agent. proven plan of attack will reveal 11 how to get your foot in the door.

Case Study included on the success of these tactics from a team 09working at the University of North Florida.

NICHE STRATEGY #12: NETWORK EXPLOSION

Learn about which loan officers are capable of sending you the most business. NICHE STRATEGY #10: GETTING IN WITH BUILDERS Target networks that have the Learn how to become a builder's most powerful platforms for favorite real estate agent. repeat referral business.

We will guide you through the best 12 10ways to seal the deal. CONTENTS BRANDING ESSENTIALS

NICHE STRATEGY #1

The main objective of this The good thing is that over some of the branding magazine is to optimize coming up with a brand is essentials, because a website business methods for real easy for real estate agents. must have substance and will estate agents by using Creating and maintaining require some initial leg work. digital media and logo designs or content innovative marketing matter can be tedious and We will frame this strategies. costly for individuals in preliminary brand prep as other industries, but as an either 'Must Do’s' or We want agents to have the agent, YOU are the brand, 'Suggestions.' technological efficiencies and your expertise is the that today's market product. 'Must Do’s' are obvious requires, while still strategies that you've maintaining a commitment Gaining awareness around probably heard before. If to personalized you as a brand is what you’re not implementing relationships. becomes the hard part for them already, then don’t be a real estate agent. surprised if you’re struggling And so we begin, looking as a real estate agent. first at how agents should A good place to start create and/or build a spreading brand awareness 'Suggestions' focus on personal brand. With a is through a personal branding awareness tactical approach, a brand business website. Having a strategies that most agents should be the foundation website is crucial to your are not using to their beneath your marketing online success, but before advantage. Implementing efforts, and it will help build we talk about this more in our suggestions should help your digital presence. Strategy #2, let's first go improve your agent brand.

NICHE REAL ESTATE AGENT MAGAZINE / #1 BRANDING ESSENTIALS

NICHE STRATEGY #1

Real estate agent branding MUST DO’s:

#1 Get a professional headshot taken! A high-resolution image of your best self, consistently displayed on all marketing materials, will start creating familiarity with your audience.

You ultimately want this image to be a reminder to potential buyers of what an RE industry leader looks like.

#2 Brand yourself using your headshot Real estate agent branding SUGGESTIONS: across all platforms: #1 Come up with a catchy slogan! a. Social Media b. For Sale Signs If you have been searching for a catchy c. Business Cards slogan success story, we've got one... d. Promotional Products e. Marketing & Advertising There was a real estate agent in Tampa, Florida that was known as the 'Three, Three, #3 Be Proactive on Social Media! Three Guy'.

Make sure your headshot image is No one knew his name, he was just the being used not only to attract 'Three, Three, Three Guy'. His name but also to engage relationships. absolutely puzzled people.

We go into greater detail about how Anyone that heard him called by his social media is best used for RE client nickname would naturally have to ask, "Why engagement in Strategy #4. do they call him that?"

NICHE REAL ESTATE AGENT MAGAZINE / #1 The funny part is that This slogan caught this was a self-fulfilled on and the agent BRANDING nickname. was soon infamous for it to the point that it ESSENTIALS The 'Three, Three, became his nickname. Three Guy1 was a slogan first and then True story, and all of this NICHE STRATEGY #1 turned into a attention got TTT more nickname. The slogan business than he could #3 Give house warming was original, concise, imagine. The TTT Guy gifts to any clients that and just odd enough has achieved great become new home owners. that you couldn't resist success as a real estate Get them long-lasting gifts, the urge to do some agent in the Tampa area and brand the gifts if research or ask around, ever since. possible: "Who is this TTT Guy?" What will your slogan → Cutco cutlery set with Seemingly cliche in be? your name and contact the present context, information. TTT originated as a #2 Establish giveaway → A tree or large plant. promotional processes with your This is the gift that will grow commitment to picture and contact and stay with a buyer's service. information on all of your family for years. Friends will promo products! Be sure ask about the tree or plant, The TTT Guy’s policy to offer things that are and your clients will was that he would both useful and different: remember you every time promise to follow up Car Chargers they see it. with you in 3 hours, list Phone Cases → Welcome mat with your your home on the MLS Mobile Chargers brand in the corner. within 3 days, and sell Thumb Drives → Gift bags with branded your home within 3 Mugs & Travel Mugs Koozies, Yeti cups, Coffee months. Notebooks/Tote Bags Mugs, etc. INNOVATIVE PERSONAL BRANDING

NICHE STRATEGY #2

After getting comfortable If you want to establish Most personal website with your brand and yourself as an expert within services are now DIY and having it uniform across your industry, and you do allow you to customize all channels and not already have a everything from cover photos platforms, we will now professional platform to to fonts and text placement. shift to how your brand share content online, then a So, unlike a uniform profile can get ahead of the RE blogging space or some sort on a platform like LinkedIn, agent marketing curve. of personal newsfeed will personal websites allow for help better validate your your personality and brand In this section, we are credibility. to really shine through. going to focus on the People get an instant visual specifics of some more If you're already active representation of who you Innovative Personal and have an outlet for are and what you are all Branding strategies. There original content, great! about. are a few tools that are of Now it's time to stream vital importance and are this channel through a #2 It's a Digital Portfolio. very powerful resources if personal site for the site's used properly: ranking and content's reach. People are visual, so the more you can show them, 1) A Personal Website Here are four reasons why the better. Your resume 2) A Mobile Application having your own personal might say you were 'Top 5 in website is so important: your 400+ Agent brokerage,' Is a personal website but with your personal site, absolutely necessary? #1 You get to control your you can take someone Yes, it is. own online brand. straight to an image or post

NICHE REAL ESTATE AGENT MAGAZINE / #2 INNOVATIVE PERSONAL BRANDING NICHE STRATEGY #2 to show them exactly what gives you that designation.

By featuring work samples, homes you've sold, relationships you've built, and events you've attended, your website's different feeds will illuminate a digital portfolio of both your work and your identity.

#3 You Can Point Home Buyers in the Right Direction.

90% of homebuyers use the internet and potential buyers (like a linked listing summary). is social media to search for 'Real Estate a great way to make an immediate impression. Agents'. So consider this, if you give a homebuyer your business card and they try Your website will then need to have additional to look up your name on Facebook or details that are easy to find, meaning users LinkedIn afterward, they could very easily should always know how to continue browsing get lost or redirected to another person or for more information as desired. The ability to professional sharing a similar name. opt-in to an email subscription or to view a home should NEVER be more than 2 clicks Now consider the fact that a personal away! An intuitive website design will allow you website will aggregate your various services to prospect homebuyers without and networks for any visitors. By putting the actually interfacing with anyone. URL of your site directly on your business card, you can eliminate all of the guesswork So then why is a personal mobile app necessary? for a home buyer trying to find you. Some personal website platforms have solid #4 It's Automated Communication. mobile integrations but if you want to go innovative, direct, inexpensive, and optimally People need simple direction when they efficient with your mobile RE marketing efforts, arrive at a website. A good cover or landing then you need to get a personal mobile page, with clever engagement features for application.

NICHE REAL ESTATE AGENT MAGAZINE / #2 Did you know that the and efficient functionalities average person spends 1/3 within a personal real estate INNOVATIVE of their waking hours on a agent app that will be mobile device? discussed in greater detail PERSONAL throughout this magazine. You can redefine the value of your services and blow In the context of your BRANDING your competition out of personal brand, a mobile the water by customizing app will create targeted NICHE STRATEGY #2 your brand for a international lead exposure, These app stores offer global personalized mobile while helping you to better download capability for mobile experience. Sound retain new and existing devices. This means your expensive? Sound difficult? clients. You will gain personally branded real estate ...NOT AT ALL. Here are four recognition from industry agent app can be downloaded reasons why you need your peers as an innovative agent, not only nationwide but own app: and you will separate worldwide... ON ANY DEVICE! yourself from your #1 What is a Personal Real competition. Why is this important? Estate Agent App? #2 Receive Leads from Because now your most It's your own app on the Anywhere around the World. direct mobile services are Apple and Android stores more accessible to with your professional We’ve all downloaded apps international clients looking to head shot as the app icon from an App Store before... invest in or move to the states. photo and a name of your Apps for entertainment or And with industry and location choosing. (We suggest apps that we’re curious keywords attached, global sticking with the name about. If you're clueless on buyers can find your branded you’re branding your the Google Play Store or the app with a simple search for business around…most iTunes App Store, then get listings. Potential buyers will likely your name). There with the program, because browse through your IDX from are many useful features it’s the now and the future. all over the world! INNOVATIVE PERSONAL BRANDING

NICHE STRATEGY #2

Within the App Stores, you can also target people already looking in your area based on past searches so that the next time they are browsing through, your app icon will appear, and that potential buyer's contact info is captured the moment they click for more. Your brand will be on display, and you already know that you have listings in the area where they were searching, so now you're just hoping you both speak the same language!

#3 Retain Potential, New & Existing Clients. name and brand on the forefront of someone's From a personal branding standpoint, it's mind so that you will be their first thought extremely powerful to have your when it comes to getting real estate answers. personalized mobile app on a client's phone. Scenario for this type of referral business: If your app icon (the icon that displays on the app stores and on the home screen of Potential Home Buyer: “I’m looking for a real mobile devices) is an image of your head- estate agent. Have one in mind?” shot, your face and brand will be viewed multiple times a day by each app user. Previous Home Buyer: “I do, I actually see them when I'm scrolling through my phone everyday! Remember that the average individual Here I can share this app with you so that you spends 5.6 hours a day on his or her phone. have all of the direct info."

With your smiling face on their screen, It really is as simple as that! A personal real they’re going to be regularly swiping by it estate agent app puts you in front of your client and/or clicking through it for access. and keeps you readily available with the touch of a button. No more rummaging for your info This is a subliminal way of keeping your or forgetting where to search for your RE name.

NICHE REAL ESTATE AGENT MAGAZINE / #2 Mobile App Spotlight: You’ll be giving your INNOVATIVE potential home buyers the Bryne Duren has been a real estate option to scroll through the PERSONAL agent for only 2 years now. He MLS using your IDX number works with Exit Real Estate Gallery on their mobile device, This in Jacksonville, FL, and in 2016 he can be from home, at the BRANDING received 'Biggest Techie Award' in a office, or on-the-move in daily living. brokerage of 400+ agents. He was NICHE STRATEGY #2 also top 5 in sales company-wide And you maintain that year, and Bryne claims that Follow the directions below relevance by having your those two accomplishments run side- to get your own personal professional picture and by-side, giving him unique real estate agent app, so you brand on individual mobile credibility to industry peers and can start marketing your screens, where people spend potential clients alike. brand and services globally a third of their entire day! via mobile: #4 Separate Yourself from the This daily prompt reinforces Competition. a lasting impression, whether 1. Visit they like it or not :) https://www.industryniche With a personal real estate apps.com/rea/ agent app, you will stand apart Seem tech savvy even if from an average real estate you’re not, letting the app do 2. Fill out the appropriate agent that collects leads from all of that work for you. fields in the app open , Zillow, paid submission form. advertisements, etc. Instead of You then get to use this cold calling leads, you will be technology to deliver a more 3. Wait for a confirmation putting all of the tools in a personalized client email and the next steps. potential homebuyer's hands experience, with capabilities so that you can sit back and like streamlining all of your Niche Real Estate Agent wait for them to make contact social media pages to better Magazine Subscribers will with you directly at their validate your brand and your receive 50% off the own convenience. professional personality. initiation fee!

NICHE REAL ESTATE AGENT MAGAZINE / #2 NICHE MOBILE MARKETING

NICHE STRATEGY #3

Mobile marketing is the most engagement it promotes. Push Notifications are important form of media for messages sent to the bringing in new leads and And clients who download individuals that have maintaining customer loyalty an individuals’ or business’ downloaded your app. It's in real estate today. app tend to be more loyal a direct pop-up message. too, since people now Tools such as text messaging, spend more time on apps Push Notifications show mobile apps, social media, than on webpages - up as a notification on video, and online reviews are 18x more, to be exact. the top of your phone or all accessed on buyers’ on the face of your phone mobile phones. And EACH For real estate customers, when the phone screen is can be used for real estate browsing through an app is locked. If a text message marketing strategies. Here’s easier than clicking through and an email had a baby, how to optimize your mobile several different webpages. it would be a Push presence: With a personal RE agent Notification. app, clients can search the #1 Mobile Marketing with a MLS, make appointments, If you have a mobile Personal Real Estate Agent request financing, and get phone, you get them App information, all in one every day. They’re the place. notifications that let you Individuals and businesses know what email came with a mobile app instantly And mobile marketing with in or that you have a understand the value of a RE agent App is an even missed call. It is a Push having it when they bigger game changer due Notifications world that experience the level of to “Push Notifications”. we live in.

NICHE REAL ESTATE AGENT MAGAZINE / #3 With your app, you Where can you get a personal NICHE are now on the other real estate agent app that has end so that you can features to streamline the home send push notifications buying process, that is user MOBILE to previous clients, friendly for your clients, and that potential clients and/or you can easily send Push MARKETING whoever else has your Notifications through whenever app, Inform them about and wherever you want? NICHE STRATEGY #3 your next open house or that a home just hit the The sponsor of this magazine, A simple tool manual market! Industry Niche Apps actually comes with the purchase of started out developing mobile a mobile app that guides Push Notifications are applications for these exact real agents through the app the fastest, most estate agent needs. INA features and logins from seamless and develops real estate agent apps, top to bottom. inexpensive way to with personal branding in mind send direct marketing as a top priority, to help modern Understanding the information and content. agents drive sales. importance of mobile advertising and that people Push Notifications These RE apps can be found on spend 5.6 hours a day on can tell your potential the Google Play Store and their phones, using push home buyers about a the iTunes App Store. An notifications with your new house that’s not on agent's professional headshot is own RE agent app will the MLS yet, giving them the app icon photo, and the become your new first dibs on that home. app title is the agent's name. norm and will put you at When the market is INA is still fully committed to the forefront of hot, direct commun- creating custom apps for RE communication and ication is exactly what agents, and these apps are: efficiency. home owners need, and affordable, useful, attractive, For more info on a personal real that is exactly what you plus they include a login for estate agent app, visit: are offering using PNs. analytics and PNs. → industrynicheapps.com/rea/ SOCIAL MEDIA MASTERMIND

NICHE STRATEGY #4

In this strategy, you will What a perfect platform for #3 Create a “third party learn how to master the you as a real estate agent to account” on Instagram. Instagram (IG) account, promote your listings for free #4 Post themed content on which is currently the to 700 million potential your third-party IG account. fastest growing social media clients! #5 Drive the appropriate platform. audiences to your accounts. If you don’t think Instagram #6 Get followers and likes, As of May 2017, Instagram can help your overall reach plus engage dialogue. had over 700 million users and bottom line, YOU ARE #7 Download and use other and gained its last 100 WRONG. Instagram is the IG apps and plugins to million users in only 4 now and the future. It's produce better results. months, beating its previous young, simple and free…get social media growth record on it if you’re not already. FIRST: If you do not have a of 100 million in six months. personal Instagram, please For the rest of this strategy, create one now, or forever Instagram is brilliant in its we are going to show you hold your peace. It is very simplicity and is growing so how to subtly achieve simple: rapidly because it is such a widespread social media Go to your Google Play straightforward picture exposure, mainly using IG: Store or iTunes App Store enhancing and sharing Search “Instagram” platform... Knowing this, we #1 Post real estate content Download the app & sign naturally have to ask, what on your personal Instagram up with your email. It will involves a lot of pictures? Account. ask you for a username #2 Connect your personal IG (think branding) and The homes you are selling! to Facebook. password.

NICHE REAL ESTATE AGENT MAGAZINE / #4 *SIDE NOTE* - if you do not Your followers want to see To connect the IG of your feel comfortable with clients your journey in progress and choosing to an existing seeing videos and/or pictures are interested in what a day personal OR business of yoSur OowCn lIifeA, pLlea sMe skEip DIinA your life is like. The Facebook page: to step 3 below, “Create a business you partake in Hit the 'Gear' button next to “third-party account” on throughout the week is 'Edit Profile' on your Profile Instagram. a big part of that life. Under Settings, hit 'Linked Accounts' But remember, people like When should you post? On Select the proper FB to relate to other individuals Instagram, for maximum account (and specific FB and want to know who’s engagement, post twice a page). You will have to log in behind the scenes. day. Post as desired, but do to your FB through IG. Transparency can be big for not post back-to-back. You todNaIyC'sH soEc SiaTl RbAuyTeErsG. Y #3 do not want to clutter Connecting IG to your Facebook anyone's feed with listings. page allows you to be extremely #1 Post your own real estate --- efficient with your posts and content on your personal Best times to post: sharing efforts. Instagram. • Sunday: 5 p.m. →Multiple IGs can link to one FB • Monday: 7 p.m. & 10 p.m. If you have a personal • Tuesday: 3 a.m. & 10 p.m. So now when you post on your Instagram, then you most • Wednesday: 5 p.m. IG page, your post will instantly likely post about your life. All • Thursday: 7 a.m. & 11 p.m. feed to your Facebook page so the happy stuff… trips, kids, • Friday: 1 a.m. & 8 p.m. that you can circulate chosen family, sunsets, successes, • Saturday: 12 a.m. & 2 a.m. content to a larger network. The and achievements. If you do --- combination of these two social not post your listings….DO IT. #2 Connect your Instagram platforms being tied together is to your Facebook for Posting extremely powerful. Boost posts Why is it important to post with VERY CHEAP AD your listings? Because real Link your personal IG to your CAMPAIGNS on both, and you estate is a part of your life, Facebook account. If you are will be in front of all age groups. and it's appropriate to share not using a personal IG, link your career pursuits when a third-party IG account to Pro Tip: More Millennials on IG, it's done properly. your Facebook account. More Baby Boomers on FB SOCIAL MEDIA MASSOTCEIRAML IMNEDDIA NICHE STRATEGY #4 For an actual post, upload a picture and then liven it up with the easy-to-use IG editing tools. Make sure the picture fits your page's theme (more on this next), and you will then want to write a caption that properly describes it.

To categorize your picture and caption, add some unique or popular #hashtags NICHE STRATEGY #3 underneath. And for a geotag, be sure to add a location (type in the address if it's a listing). Also, check out the top 111 hashtags for real estate in 2017-2018, available for free download at RealEstateAgentMag.com.

The last nuance of posting to your now linked IG and FB pages is, before posting, specifically select the Facebook button so that the desired FB account/page is highlighted blue before directions), and we will continue referring to finally hitting the 'SHARE' button. these additional accounts as 'third-party'.

#3 Create a marketable 'third-party account' The subject matter of a third-party page must on IG to create a separate following. have a theme and must appeal to the different markets of real estate you are targeting. It can One of the main beauties of Instagram is that also integrate fun, mainstream topics that it’s free, and there is no limit to how many people will engage in… accounts you can open. Examples of 'engaging' subject matter could We like taking advantage of this and be: cars, motivational quotes, luxury items, encourage you to have multiple accounts that boats, jewelry, technology, scenery, hobbies, feature your real estate content regularly. Use crafts, etc. Because this is your engagement these different channels to boost and play off page, your posts are your attention grabbers. of one another, driving more traffic to your pages and creating better brand exposure. Pro Tip: You can name your third-party account something catchy and/or simple with There is some creativity involved, but it is still the city/area you do your most business in for a simple. You will need to set up another better local following. Instagram account (reference previous → Example; chicago_luxury

NICHE REAL ESTATE AGENT MAGAZINE / #4 #4 Brand your third-party These apps allow you to repost Instagram (IG) account with a from someone else's Instagram SOCIAL themed design and then start account to your own page. filling Sit wOithC pIroApeLr c oMntenEt DIA (upload pictures with captions Now, in addition to uploading MEDIA and hashtags like we just your own pictures, you can also described). use another IG account's MASTERMIND content which makes posting Your third-party IG account much faster and more NICHE STRATEGY #4 should be the fun, addicting, interactive. Be sure to tag the #6 The way you will populate in content-rich, flashy, and account you take content newsfeeds on IG is by engaging engaging type of account. from! activity with other users, and it's People like to see extremes on actually not as difficult as it these pages, so for content, it's Check out some of the seems. People react to your goodN tIoC HgoE wSiTthR AdeTeEpG Y #3 following IG accounts to get activity. Likes will attract likes, (meaningful) or shallow page design and content ideas: follows will attract follows... (materialistic) subject matter. Boss_homes (2m followers) Luxury_homes (724k followers) The key is to be active once you Let's say we are working under Lux.interiors (700k followers) have targeted users through the example account name, their interests. You will also 'chicago_luxury'. #5 Drive the appropriate want to thoughtfully comment audiences to your pages by on posts of interest to keep it For this page, you would browsing interests. If there are personal. upload a luxurious, Chicago- pages dedicated to topics that style home for the icon image are associated with your target For your own page's posts, ask of your page and then put a market, bingo! meaningful questions or creative tagline in the “bio”, announce useful promos to get where you enter what the The chicago_luxury account people commenting. essence of your page is so that might want to find people visitors know where they have who follow a high-end #7 Download the plugin Social landed. Chicago restaurant, for Super User for your Google instance. Simply click on a Chrome browser to automate To further assist with posting page's followers and then likes by hashtag. on IG for all pages, download scroll through to follow (blue the app 'Regram' for Android or button) these targeted users →PERSONALIZED AUTO-TARGETING 'Repost' for Apple devices. from your account. Visit: TeamPlugin.com

MARKETING OUTSIDE THE BOX

NICHE STRATEGY #5

In 'Marketing Outside The name gets remembered the A real estate agent from Miami, Box', we are going to shed light next time a house goes up for FL gave us this idea, and here on 3 unique ways to more sale in the area. is how he was able to win creatively market yourself. We steady business from a local will also highlight the Coaster are cheap, but doing Italian restaurant in South FL importance of win-win this in volume could get using only drink coasters. relationships. expensive, so find a few restaurants or bars that cater The agent initially approached #1 Drink Coasters specifically to your target the manager of this restaurant market. knowing that it was higher- Just about every restaurant and end and had a popular 'Early bar in your neighborhood uses Drink coasters are usually Bird' hour. And when speaking the drink coasters that are pretty standard and rarely get with the manager about the given to them by their vendors a second glance, so get 'regular elderly crowd', it was since they are complimentary. creative with a design that mentioned that the restaurant Become a supplier!. You would stands out and offers value. was especially quiet when they be surprised by the willingness came in. of restaurants to start This could mean giving info circulating free stuff, just about local events or offering So the agent jumped at the approach them with a smile. some sort of game that makes opportunity to create a people at the table engage warmer, more engaging dining Offering branded coasters is an with one another. Be sure to experience for these folks. easy way to get your keep the target demographic How? Drink coasters obviously! information in front of people. in mind, and have fun with it! It is admittedly a pretty basic And there are clever ways to Wining and dining is not a idea, but the key was what the make it interactive so that your serious matter. agent put on the coasters.

NICHE REAL ESTATE AGENT MAGAZINE / #5 MARKETING OUTSIDE THE BOX NICHE STRATEGY #5 Remember, he wanted to offer value by helping people engage with each other so that they had a better overall restaurant experience. To accomplish this, he put interactive crossword puzzles on the coasters.

The 10-answer puzzle contained mainly fun historical facts about Miami, but it made people get out of their comfort zones too by requiring that they ask both a server and someone else in the restaurant a trivia question.

In order to brand himself, this agent had his This unique approach established a 'Win-Win' professional headshot along with his direct relationship, and that is always the goal. contact information in the top right corner of the drink coaster. He additionally included in #2 Moving Trucks/Vans the crossword a prompt asking, "If you need a trustworthy RE Agent, who can you call?" ... We know you have seen moving trucks/vans He found that making them physically write going down the road before... Well guess who his name better emphasized his brand. notices them first?

Our friend from Miami started tracing People who are thinking about moving!! significant referral business from the restaurant just 2-3 months after executing When someone is planning an upcoming move, this clever tactic, He found that many elderly they have it on their mind and will be drawn couples were looking to downsize their to the visual ads that these types of moving current home or to buy more investment vehicles display. This makes them a perfect . Using dirt-cheap coasters, our place to put your real estate agent contact info! agent secured a strong referral network for plenty of new business, and he was also able Almost every will encourage to create a better overall dining experience RE agent ads on their vehicles. It's usually very for the restaurant regulars. cost-efficient, and some even do it for free :)

NICHE REAL ESTATE AGENT MAGAZINE / #5 By having your real estate Well there is a more efficient agent contact info on way to distribute flyers when it MARKETING the side or back of these comes to both the time and moving trucks and vans, you resources it usually requires. are almost guaranteed to OUTSIDE get a few phone calls from Why might restaurants be a people who are in the good outlet for circulating your THE BOX market for a move. flyers? NICHE STRATEGY #5 The way you get your info on Because many have DELIVERY these vehicles for free is by SERVICES!! Tell the restaurant that every working with the moving time you close on a home in company so that they know Do yourself a favor, and find a the neighborhood, you will you are suggesting its local pizza place that delivers provide the buyer and his or services to all of your clients to one of your targeted flyer her family with a free meal at in need of professional areas. Ask them if you can the restaurant. movers. drop off a stack of your flyers every month and have them Restaurants love getting in Moving companies will be taped to the top of the pizza with new home buyers in the willing to co-brand their boxes that are being area because these new marketing efforts with yours delivered. neighbors are likely to if you are able to cycle become repeat customers. business back to them You might have to pay a small because it becomes a Win- fee for this service, but you Creating such an arrangement Win relationship at that could also get creative like will benefit all three parties point. with the moving companies. involved. The restaurant flyers the area for you the agent, the #3 Food Delivery Restaurants Avoid the initial labor costs for home buyer and his or her flyer distribution by creating or family gets a free meal after Real estate agents are no purchasing gift certificates for closing, and the restaurant strangers to running all over different meals at the gets in front of new people town to strategically find restaurant you are asking to moving to the area... places for hanging flyers. deliver flyers for you. → Another Win-Win(-Win)!

This is a Win-Win situation!

] MASTERING THE OPEN HOUSE

NICHE STRATEGY #6

This strategy will begin with app, came to be as the result of quality leads, and specifically a story about how a Keller an innovative agent customizing at open houses. Williams real estate agent its original application to make from Houston, Texas used it more useful. The first time she would her own real estate agent implement this idea was at app to gain a regular stream Looking back, this KW agent was her own open house for a of quality open house leads. actually one of the first to own $275k home with 4 bedrooms We will then move into 7 her own personal RE agent app, 2.5 bath, marble counter tops, tips that are crucial for so we can all agree that she’s a gated community and a customer engagement and always been a bit ahead of her good school system - to paint for ensuring a top-notch time :) the full picture. There ended open house experience. up being a decent showing of Anyway, she was hosting an 20 potential buyers on that Within a personal real estate open house in her native fateful summer day in agent app, there is a feature Houston in the summer of 2016 Houston. where you can collect when she had an epiphany individual contacts from about the 'Need to Sell My Our agent was already prospective buyers and also House' feature in the original frustrated with the few take notes on things like version of the RE agent app. She converted leads that ever interest levels. had used the app for about a matriculated from her pen year at that point, but this agent and pad ways of old, so it was This true story explains how did not find that feature to be a perfect time to circulate a an Open House feature, particularly useful the way it was mobile device and to which can be found in the intended to be used. She alternatively put to use one of updated version of the could, however, envision using the many features of the personal real estate agent this feature to better capture personal RE agent app that

NICHE REAL ESTATE AGENT MAGAZINE / #6 she had already invested in. significantly more likely to What did she have to lose?! submit his or her correct MASTERING information. This is digital This KW agent wanted to see law, REMEMBER THIS for herself how many more FOREVER! THE leads a sophisticated mobile intake system would generate So how do buyers see it? OPEN HOUSE compared to a pen and pad. So she deliberately handed An agent with a well NICHE STRATEGY #6 her iPad to every visitor that equipped mobile tool belt is has elevated her business to day with only a brief how-to looked at as being a cutting- the next level, as she is still instructional. edge professional in the RE regularly verifying around 75% industry. People think this of her first-time lead contacts And the results were type of agent must know the at open houses today. And beautiful. Using the 'Need To best deals, newest listings, she is closing on a lot of new Sell My House' feature as a and latest tips and tricks if it's business that way! collection form, she was able the first agent the buyer has to verify the contact info for seen with a custom mobile Efficient Mobile Processes 16/20 attendees that day. This app, right? WE SAY YES. ↓ was a 4x increase from her More Qualified Leads typical 20% lead verification Does a home buyer want to ↓ rate! And better yet, the app go with an old school or a Converted Listings & Closings submitted the information new school agent? We are directly into this agent's CRM. pretty confident that most And thanks to this creative → No More CRM Data Entry! people elect for new school agent, the "Open House Check- in the age of technology. In" feature is now universally Why such drastic results from offered in all personal RE agent a seemingly basic switch in Back to our Houston agent's apps so that agents can better intake protocol? Because open house success, she was capture..well any type of walk- studies have shown able to use a new school in business really. repeatedly that digitally feature and apply it to an old 50% off Initiation Fee with inputting information makes school problem, and this kind Niche RE Agent Magazine the reporting individual of modern intergration → Visit: industrynicheapps.com/rea →5 MASTERING THE OPEN HOUSE NICHE STRATEGY #6 Now for some other Open House Tips and Tricks that Work!

#1 Experienced realtors will tell you that circle prospecting is the absolute best way to build your brand's industry influence.

For this tactic, remember that EVERYONE loves Free Food, Mimosas, and especially Wine!

This gives way to easily inviting the neighbors to a private brunch with mimosas or to an evening wine and cheese party at your listing - what a great way to build the sphere of your RE circle! Reach out to 10 neighbors on each making an open house one of the best ways side and across the street of the listed home. tobuild local relationships. This will create a buzz between the neighbors and amongst their friends. Whether a visitor is an active buyer trying to find a new place or was only slightly interested and Most neighbors are nosey and want to see browsing the , you should send a what the home looks like anyways. Be sure follow-up within a couple of hours. to put a bug in their ear about how nice it would be have friends and family around in Emailing Tidbit: We recommend using an email the neighborhood more often. marketing platform like MailChimp or Constant →Let them facilitate a deal! Contact for only a low monthly fee. These programs have professionally designed #2 Automate Your Lead Process to Keep Up templates, are easy to integrate with other Momentum After The Open House. social/digital media, and can manage large lists of email contacts for your campaigns. A 'canned Everyone who visits an open house is a response' system through a personal gmail potential buyer or knows a potential account, for instance, could work too, but be buyer, making an open house one of the best sure it's professional (link website domain) ways tobuild local relationships. t o [email protected] → [email protected]

NICHE REAL ESTATE AGENT MAGAZINE / #6 #3 Use Open House Signs #4 Depersonalize The Home Strategically! MASTERING There are a few ways to do You could always door this, but most professionals THE knock or hunt down recommend removing as phone numbers to invite many family photos, awards, the neighbors to your open diploma diplomas etc. as OPEN HOUSE house, but some people possible from the home tend to find this invasive before the open house. You NICHE STRATEGY #6 and certain have a lot of different types Offices find greater success neighborhoods flat out will of people, from all walks of getting 3-5 open houses not allow it. life, with different customs, scheduled together in the cultures and religions, same neighborhood than Instead, use open house attending your open house. they do when a single agent signs strategically to draw Make the home feel as if it is spearheads solo missions. Get traffic to your open house. ready for someone new to a like-minded team of agents Here’s how: Use multiple move in, not as if someone is to work on promoting an types of signs that are still living there. “event” rather than a single visible and legible from a open house. This allows for distance (at least 30 feet), #5 Use a Checklist! more traffic to each individual and then place directional open house, and agents can Did you make sure all signs to advertise in a five- still personalize the valuables are put away? block radius of your listing. experience by properly staging Is the thermostat set to a his or her own listing. comfortable temperature? Find the biggest possible Did you check the house signs so that you get #7 Rent a Drone to Hover an for burnt out light bulbs? noticed. Remember, the Open House Banner! Are ALL of the windows number one reason clean? potential home buyers Branded drone ads, how cool don't show up to your Instead of pulling your hair is that!? There’s a company open house after out the day of your open called Hoovy that will attach a attempting to is because house, use this handy professional banner and fly it they never saw a sign or checklist to better prepare. over an RE agent listing to could not easily locate the help drive traffic. Check them destination. #6 Group Open Houses! out! LOCKING DOWN FSBOS

NICHE STRATEGY #7

It has always been difficult to What would make a Well, having a personal real win FSBO business…That’s a homeowner hearing from an estate agent app on your known fact in the RE industry. unknown agent want to work mobile device helps you with that agent on selling his or show an FSBO precisely how Most real estate agents will her house? digital marketing and real- door knock or cold call for time analytics actually work. FSBOs, but this means that That's easy. A homeowner their listing services are wants his or her property sold Show them right then and competing with every other quickly and inexpensively at the there how anyone in the listing agent's in town. When highest price possible. world can download your everyone markets themselves app on the Apple and the same way, it’s nearly Most agents understand these Android stores for free, And impossible to stand out, and homeowner goals, but again, then help them understand you quickly find that it's easy how does a new agent, who an that you have personally to waste time, effort, and FSBO seller doesn't know much created an affordably priced resources unnecessarily. about, actually get his foot in International MLS on this the door? platform. As an agent, you want to really 'wow!' prospects within the An agent will only forge this This unique approach will first minute of meeting them type of new relationship by establish an immediate so that you can transcend quickly conveying HOW he or rapport and “wow!” an FSBO standard FSBO approaches. she can uniquely produce whose home has likely been results for the FSBO. on the market already for To get the 'wow!' factor, let's months on end. Once first look at things from a So then what is the best way to they have seen your unique homeowner’s vantage point. go about doing that exactly? presentation, make a friendly

NICHE REAL ESTATE AGENT MAGAZINE/ #7 LOCKING DOWN FSBOS NICHE STRATEGY #7 offer to include THEIR listing on your app at no cost. You are now offering the FSBO significant value without trying to sell them anything, so they should be willing to share their contact info for a direct follow-up, or they will at least let you send them the link to your app so they can further investigate (which still gives you their contact for a follow-up)

After they download your app or browse through others like it, they will further comprehend the value of your service and start realizing that YOU ARE THE AGENT who can put their listing on the Apple and Android stores. Take advantage of the Your FSBO prospects will start to truly memorable relationship that was established appreciate these types of powerful features through your unique approach by reaching because you will be able to show them a back out to see what they think of the app or platform that reveals an exact return on to see if they need any help downloading it. investment (ROI). Compare the Continue to emphasize the importance of performance of their existing newspaper mobile, and then outline every reason as to ads, for example, to reveal that traditional why they should officially take you up on FSBO marketing efforts simply cannot your free digital listing offer. compete with the accuracy of data analytics from a mobile app. → Better More specifically, send them statistics on Analytics = More Efficient Sales! how international real estate investors are looking for properties in the United States Pro Tip: Send a push notification to your through the Apple and Android stores, Show app's users on a Tuesday at 9:00 am and them how a “Search Homes” feature that is then send the same one again on a connected to your IDX allows over Thursday at 6:00 pm, Observe the 200,000,000 daily visitors on these stores to differences in engagement between these search homes on the MLS and through your two data points to identify trends in user own personal listings. Go through your app's behavior. This will allow for better targeting analytics, and explain how push notifications when posting a new listing so that it gets can directly affect user engagement. seen right away, every FSBO's dream!

NICHE REAL ESTATE AGENT MAGAZINE / #7 INNOVATIVE PARTNERSHIPS

NICHE STRATEGY #8

Going to networking events or introducing yourself and by least. Let's put it this way, it joining a Business giving us a brief background. had been around for nearly Network International (BNI) LOGAN: 10 years, and I was the only group is customary in real Hello, friends! I'm Logan, I've mortgage banker in the estate. But joining a BNI group been in the mortgage industry entire group. There was a real only to find out that it is not a for about 6 years now, and I am estate broker that should helpful tool for your business still rocking a full head of hair! have been my main point of starts to make you wonder why referral business, so I had to you joined in the first place. NICHE MAGAZINE: start digging around a bit That seems to be a rarity these after not receiving a single Below we take you through an days, congratulations on such a referral after putting my time interview from a mortgage great accomplishment! Haha, in for several months. banker in Boston, MA that we heard you've had some highlights how better referral other success too - a niche It turns out that the business was created through strategy on getting some big mortgage banker before my a partnership that did not referral business for both you time had been a part of the involve a BNI group or any and your real estate partner. Do group for almost 5 years other costly networking you mind sharing? before he left. Apparently he circle. Also included is some quit but had 'left on great inside info on an under- CHRIS: terms'. It started becoming recognized partnership group I knew this was coming, haha! pretty clear to me that this for RE agents. Okay, I'll start from the top. previous guy took all of the When I started out in group's relationships with NICHE MAGAZINE: mortgages, I joined an him when he left, and I then I Logan, please, start by interesting BNI group to say the got tired of 'waiting my turn'

NICHE REAL ESTATE AGENT MAGAZINE / #8 INNOVATIVE PARTNERSHIPS

NICHE STRATEGY #8 so to speak, so I quit the BNI group that gave me ZERO referrals, and I never looked back. Instead of dwelling on what seemed like a scam to me, I started doing some research on which kinds of referral sources could be the most beneficial to my business.

So let me ask you this before I go any further. Where do you think people go to get financing for a home renovation, other than a bank?

NICHE MAGAZINE: Hmm... A smaller investor of some sort?

LOGAN: For the rest of the day, I kept repeating the Home Depot! They offer to finance up to words 'exclusive contractor' in my head. And $55,000 for applicants that have good then it finally hit me that I could potentially credit. So after discovering this, I called my turn this into an 'exclusive partnership', so I nearest Home Depot and told them I was started running some numbers. looking to renovate my kitchen and needed some financing. Now I obviously Now, I’m not exactly a mathematician, but I didn't need to renovate my kitchen, but I found that Home Depot's financing was wanted to see where this would lead me. forecasting a much higher monthly payment So I allowed Home Depot to pull my credit, than would be seen from a 203k renovation and I got approved for financing... loan or a cash-out refinance on my house. thankfully, haha. They noted that the financing would have a fixed 7.99% APR I would eventually find out that most of the with a 6-month buying and/or installation people who were getting financing through window and that it was an 84 month term Home Depot weren't able to qualify for the on my purchases from there. Then they cash-out refinance because they often did not mentioned that I should be receiving a call have enough equity in their homes, but my from their exclusive contractor… wheels kept on turning with new ideas.

NICHE REAL ESTATE AGENT MAGAZINE / #8 So Home Depot’s exclusive 5. $50,000 loan @7.99%mo contractor ended up calling → $780 INNOVATIVE me the next morning as planned, and I told him to When the exclusive bring his team to my office so contractor arrived, I got PARTNERSHIPS that we could discuss the right to it and asked him if project there instead of his clients ever struggled NICHE STRATEGY #8 meeting at my house. with Home Depot’s high monthly payments? He an estimate so that they While I was waiting for them responded, "Yes, there are a knew how much financing to come to my office, I put lot of people who end up and materials would be together a scenario that I defaulting on these credit needed to complete the figured we could review lines because they simply renovation. together. can't afford the monthly." Realizing the potential This was my Mortgage and I asked him next how many referral business, I Home Depot financing Home Depots his company immediately presented my scenario: was exclusive with, and he scenario to the contractor told me they had a deal and then asked him how 1. Mortgage Balance on Home: with 18 Home Depot’s in long it typically takes for → $250,000 the area! them to complete a renovation. His reply was, 2. 30-yr Mortgage Interest This helped me put "Between 30 – 45 days." Rate: together that this exclusive → 4% contractor was essentially This meant that the people receiving leads from all 18 of who were getting financed 3. Principle + Interest Payment: these Home Depots as soon by Home Depot would have → $1,193.54 as an applicant was about 4 – 5 months after the approved for a credit line. renovation was completed 4. Amount Needed to He would simply bid the before they had to start Remodel: project and then report making payments on the → $50,000 back to Home Depot with loan. INNOVATIVE PARTNERSHIPS

NICHE STRATEGY #8

I explained to the contractor that I could offer my services to his clients immediately after any renovations were completed which would help them with a cash-out refinance so that we could roll the Home Depot credit line into the mortgage.

This would significantly reduce such high monthly payments and help save some of the contractor's deals. For instance, going back to the scenario from before, if we did a cash-out refinance after the renovation and rolled the $50,000 into the $250,000 mortgage, the total principal and interest payment of the mortgage would increase materials. This put both of us in front of 30 – from $1,193.54 to $1,432.25. But this would 40 home owner’s every month, and I was able actually end up saving their clients $541.29 to do over $10,000,000 in mortgage volume per month by completely eliminating the (on these deals alone) while my real estate Home Depot payment of $780 per month partner listed over $13,000,000 with in the original scenario. $8,000,000 in closed sales for the year!

And because most of these clients were NICHE MAGAZINE: completing renovations to increase the That's an epic partnership! And I'm sure there value of their homes before putting them is tons of business that still hasn't even been on the market, the $541.29 that we were discovered yet. Great job man! saving them each month could go towards a listing agent instead of wasting even Truly inspiring innovation there from Logan. more money trying to do it FSBO. So where else do you think partnerships exist for new leads and a bigger book of business? The contractor ended up loving these ideas so much that he started putting me and Pro Tip: Divorce attorney offices! Most couples my real estate agent's information all over sell their home during a divorce, and knowing his company's website and marketing the right attorneys will put you in the pipeline.

NICHE REAL ESTATE AGENT MAGAZINE / #8 CAPTURING COLLEGE GRADUATES

NICHE STRATEGY #9

Capturing business from through how you put this worked for a new company. college graduates and together. millennials has By this time I had quite a bit become increasingly WADE: of experience. I difficult … But read below Haha, no problem. So, I had cleared just over about what these guys received my finance and 190,000,000 in mortgage did on a college campus, investments degree at UNF volume and took on at least and see how it could and started my mortgage 1,100 mortgage applications. be happening for you at career working at a bank in the end of every downtown Jacksonville, FL NICHE MAGAZINE: semester. when I was 23 years old. It That is a lot of mortgages! was a high volume, consumer We included below direct/call center type WADE: another interview that atmosphere, so I got my Haha, you could definitely say gives a firsthand account hands on a lot of mortgages. that. and details how an Within 6 months, I was impressive scenario on a promoted to handling all NICHE MAGAZINE: Florida college campus purchase, jumbo, and self- That is crazy! Okay, sorry, played out. employed buyers. This helped didn’t mean to get you off me gain more knowledge track. Please, continue. NICHE MAGAZINE: and become more creative Wade, please start from with finding ways to WADE: the top, give us a brief close deals. After about 2 So, while I was working at my background on yourself years, I left and got my new job, I started thinking of so you can walk us mortgage brokers license and ways to get in with some of

NICHE REAL ESTATE AGENT MAGAZINE / #9 the graduating college classes. happening. It’s probably The inspiration here was that I impossible just to get the got my bachelors degree in Dean to listen to what you CAPTURING finance and investments and have to say. So what did you was never taught the do next? COLLEGE importance of building equity in a property. Go figure, right? WADE: So, after my 15 second GRADUATES Knowing now what I know feedback session on the now about the importance of phone, I went back to the NICHE STRATEGY #9 owning a home, I really felt a drawing board, now realizing I was better poised when I need to share it with the that I obviously couldn’t solicit called the Dean of UNF back students, plus I could put them the students directly in any and explained to him that in touch with a good broker, way, so I put together a plan we wanted to do a “Real haha. So I came up with a that would involve more than Estate Information Panel” to pretty straightforward just me teaching and pitching better explain the roles each approach on how to gain things. of us assume during the myself a platform - I decided I transaction of buying a would just call the Dean of To better create value, I pulled home. I also told him that Students at U of North Florida together a group of industry we wanted to explain the (my alma matter) and ask if I professionals to serve on a real benefits to the students of could come teach the estate panel with me. This building equity in a property graduates from the College of way, we could educate the so that they could pay off Business about how to get a students on what they needed their student loans more mortgage. I think the phone to know, and then it wouldn’t quickly. call lasted about 15 seconds be a blatant sales pitch when and ended with the Dean we gave them details on the This got the Dean’s attention, saying, “No, you cannot solicit specifics of our individual and he asked for me to come our students” and hanging up career paths. Crazy? Maybe, in and meet with him the on me. but we went with it! I was the next week.. After our mortgage broker, and then meeting, he made some NICHE MAGAZINE: there was a real estate agent, phone calls and assigned me Wow, I could see that an insurance agent, and a title to a professor in the College attorney. o CAPTURING COLLEGE GRADUATES

NICHE STRATEGY #9 of Business who was willing to give up some class time to our panel. We were given a date that was two weeks before graduation, and we could teach all three of his lecture halls that day. Each of the classes had over 225 students and was an hour and a half long.

NICHE MAGAZINE: Wow, what a turn of events, that is a lot of students and one long day of teaching!

WADE: Haha, it was very draining. I don’t know how Probably not the best thing to do before professors do it. presenting at a place of higher education, but it definitely helped calm the nerves, haha. When NICHE MAGAZINE: we got into the first class, I brought a pop-up So how did you end up presenting to the table and put it at the front of the class so we class? could all sit behind it, kind of like how a panel would be set up. WADE: It’s kind of funny now that I think about it... I stood up and introduced myself along with We went symposium-style all agreed to everyone else and then began to give my 10- briefly go over each of our individual minute presentation on the mortgage industry. professions for about 10 minutes each, and then we just opened it up for discussion for After everyone presented, we still had about 45 the remainder of the class to focus on minutes left in the class to open it up for engagement and feedback. discussion. This is when we could connect with the students. With me being only a few years out About 5 minutes before our first class started of college myself, it made it easy to interact that day, we all met up at the bar on with them because I knew their issues. But campus and took a shot of whiskey together. anybody could engage them by listening to the flow of NICHE REAL ESTATE AGENT MAGAZINE / #9 feedback, meaning the house payment is only $1,550 students were engaging! I per month.” You would have started the open discussion thought that we planted this CAPTURING with some questions. First, I girl in the crowd, because this asked the class, "Who here has was the perfect example for COLLEGE student loan debt and is us to transition into helping currently ?" About 75% the class realize that they of the class raised their hands. I could pay off their student GRADUATES called on one of the students loan debt much faster than and asked how much student any of them had originally NICHE STRATEGY #9 loan debt and the amount of anticipated, This created a lot cards or company info. But I his rental payment? His face got of (organic) questions from had an idea for a workaround, red, but then his response was the crowd. so I presented that he allow “I’m $20,000 in debt and my us to at least keep our rent is $1,750 per month,” and The rest of the class time business materials on the we thanked him for sharing. consisted of the students panel table so that the asking us questions on either students could elect to take We then went back to the class how to get approved for our info after class. He initially and asked, "Who here owns a financing, how to come up hesitated but then ultimately home?" About 5% of the class with a down payment said yes, so I guess he decided raised its hand, so I called on amount, or on how soon they to throw us a bone. He one of these students now now should start looking for probably didn't think it would and asked her how long houses after school. The turn into any actual business... ago did she purchase, how students ended up staying much equity did she currently almost 20 minutes after the Good enough for me! So, this have in the home, and what class had ended! Each of the is how I was able to get our was the total amount of her next 2 classes followed suit, so information into all of the current house payment? we were pumped! students' hands. And then I also took attendance on She quickly responded, “I Now, the Dean originally said behalf of the absent professor, purchased my home 3 years we weren't allowed to directly including on the sheet a ago and already have over solicit the students by check box so they could easily $30,000 equity in it! My total handing them our business elect to receive more info :) CAPTURING COLLEGE GRADUATES

NICHE STRATEGY #9 I also asked everyone at the end of our class engagement exercise if it would be ok to send them a brief survey. The majority voted yes each time which was my permission to get in touch with every person in that room, even if they didn't elect for more information.

So I sent a follow-up right after each class using the emails from the attendance sheet. Front and center was a link to a basic landing page where I included the following 'required fields': WADE: Was the RE Panel presentation I ended up getting a little over $5,500,000 in beneficial? mortgages because a lot of these students Do you think we should have already had jobs lined up for salary-paid presented any differently? positions following graduation. He said we were Are you interested in using home the first ones to successfully get in and teach that equity to leverage your student many students. loans? How would you like to be contacted NICHE MAGAZINE: for more information on real estate? That's unreal. Looks like you found yourself a This helped me better qualify people for nice NICHE! How about the rest of your 'Real more personalized follow-ups. Estate Information Panel'? Did they benefit?

NICHE MAGAZINE: WADE: That is absolutely incredible! How much We were a team! So, we worked the deals business did you gain from that? And did together and everyone did very well. the Dean ever mention that other professionals were taking similar NICHE MAGAZINE: approaches? Truly impressive. Excited to see what you do next!

NICHE REAL ESTATE AGENT MAGAZINE / #9 GETTING IN WITH BUILDERS

NICHE STRATEGY #10

Working with builders can be create new exposure for a well, because if people feel very beneficial to your real builder that helps secure a new pressured or do not estate business. However, group of clientele, you better experience value from your getting in with new builders believe you'll get a few deals page, you will end up with a can be extremely difficult, coming your way... pretty lonely account. so you need to find a way to differentiate yourself in order Tactic #1: Create a third-party The key here will be to focus to secure this type of Instagram account. (Reference on location and to make sure relationship for builder referrals. Niche Strategy #4 for more you can take advantage of IG details). analytics by selecting that it's In this section, we will go over a business account when you creative tactics to help you lock This is an easy tactic to are getting things set up. down that builder who has implement because this been on radar forever and particular IG account will And the target location could potentially be sending create value for your should factor into the name you some sweet new deals :) business and also for your of the page as well. For targeted builder's services. example, you might call your To establish the relationship, account @search_bayou if the first thing you need to ask Now you don't want this to be a you are trying to get in with a yourself is, how can you help personal account, because it's builder that is based grow this builder's business? tougher to engage other IG users primarily in New Orleans, LA Quite frankly, you won't matter as an unacquainted person than The reason you do this is to them initially, so you need to it would be as an unknown because you want people approach new builders with a brand or business. But you want from New Orleans to make mindset of, "How can I be a to be careful about a brand or up the majority of your valuable lead source?" If you business that is too 'salesy' as following. And people from

NICHE REAL ESTATE AGENT MAGAZINE / #10 NO are more prone to follow Getting out volume likes and an account with this name follows can get tedious, but GETTING IN because it references part of this is exactly what you need their city's culture. Make sure to do in the beginning. And to not have your actual name luckily, these action features WITH anywhere on this account... allow you to get very targeted You want to keep it strictly on IG based on people's BUILDERS third-party. interests, and in this case, location. NICHE STRATEGY #10 Your tagline should piggyback off of your chosen To help automate the liking If you do this infrequently, your name. For the @search_bayou process, while keeping your followers will think the 'credible handle, go with something activity targeted and page' they have been following like: personalized with custom (because you have offered 'New Orleans Homes for Sale' settings, visit: meaningfully posted content) is actually sponsoring the RE www.TeamPlugin.com agent in their city that they After pictures and emojis help → Google Chrome Plugin think is the the best in the biz. personalize your page, get to that comes free for 2mo with work on creating an IG this Magazine and will auto- If you put the work in to get the presence by posting or re- like up to 120,000 photos posting pics with (content in followers, then throw in a subtle You should gain a few the caption) and by searching plug every once in a while! Do thousand followers after the for all hashtags and accounts this first for yourself, and then first 3-4 months if you that have anything to do with you've got proof of concept implement these techniques. your theme and target backed by IG traffic analytics to And this is when IG gets fun, location. Browse through show a builder you are trying to because you can start anything that populates these work with the next time you see sponsoring yourself and your searches, and start spreading him or her around town. You future business partners. You the love with likes and can quickly demonstrate from can literally post your follows. your phone that you are able to business card to thousands of Other IGers will see your engage thousands of people in people and say “If you need a handle starting to pop up your city who are interested in #realestateagent in with this activity, and they will RE, any time you want! Tell the #neworleans, call the most likely 'like' your photos builder to text you pics of their number above for the best back and/or start 'following' developments so that you can service in town!" your page. GETTING IN WITH BUILDERS NICHE STRATEGY #10 showcase them for free on this page. → You've got your foot in the door!

Tactic #2: Leveraging Debt

It takes a long time for builders to get big enough to land larger development properties. Most builders do 1 or 2 new houses at a time because they don’t have the financing in place for the construction of a big development. You can help them with this as an RE agent believe it or not.

Look up a company called NuView IRA. They MIKE: have thousands of investors that pool their I was trying to get in with a new builder in my IRA accounts into a real estate hedge fund area who was only doing a few homes at a for investments. NuView IRA uses this as time but had the potential to grow quickly. I leverage with a bank to get a line of credit could tell after talking with him at a restaurant out to a builder who is looking to work on that he didn’t have the backing to do deal with bigger developments. Tell your builder that more volume, so I reluctantly used this as an you've seen their work and that they would opportunity to tell him about what NuView IRA be great on larger projects. This appeals to was doing since I had just been recently the ego a bit and allows you to share this informed myself. I kid you not, I presented this important information. Few people know idea to him. and within a few months, this that this option even exists, so it will make builder landed a line of credit to initiate an you look like a true RE innovator! entire neighborhood of 110 houses. He was as surprised as I was and appointed me to be the Read about how this newfound NuView info exclusive agent for the whole project! helped a RE agent from Seattle, WA when he was trying to boost his referral business I also found out that once the homes were amongst local builders. Here is what he built, I could more quickly find a buyer a lot by wrote to us when we asked for an update:: setting these homes up to be 'Turn Key'

NICHE REAL ESTATE AGENT MAGAZINE / #10 'properties, also known as Mike's success is very 'Income Producing Properties'. achievable if you are ready to really go to work for a new GETTING IN This was another new concept builder. It's worth noting that for me at the time, but it was NuView IRA probably got a WITH the perfect way for me to small percentage of the sales further impress my builder, who Mike was talking about, but I am still doing deals with the builder is made aware of BUILDERS currently. this arrangement beforehand and most likely will not care NICHE STRATEGY #10 What I did was, as the since it allows for a hefty line of Tactic #4: Do all three of the development homes were credit that is usually above tactics together! being finished, I concentrated impossible otherwise. on only bringing in renters who It is nearly impossible for a were willing to commit to a Tactic #3: Using your Personal new builder to deny you two-year rental agreement. Business App. business if you do all three Once signed and executed, of the tactics listed out in these agreements became Your personal business app is this strategy. The builder leverage when working with my another key component to will be impressed by your buyers. The properties became winning builders. extensive expertise and will instantly more attractive to be excited to start working investors once they knew they Use the same approach we did with you, even if they could already guarantee 2 full in the “Locking Down FSBOs” already have an exclusive years of income. approach. Let the builder real estate agent. know that you can advertise I hustled on the renters and got their new developments on By bringing these tactics to every home sold within two the Apple and Android store the table, you can build a weeks of it having been listed for all of your app users and for primary relationship with on the market, and the builder other browsers to see. Most your targeted builder to was blown away! builders will at least be make sure his or her former intrigued by how an app can exclusive agent is only (Thanks, Mike. Keep crushing gain their business more getting your overflow from it!) exposure. that point on! WINNING UNTOUCHABLE CONDOS

NICHE STRATEGY #11

It is notoriously difficult for typically ends in a lawsuit of insurance policies being buyers looking at condos some sort. dropped (and with the many to get financing. Luckily, headaches that come with it!), we have some solutions to Financing companies know so they will welcome the call. help you avoid the most this and often deny applicants common issues. Let's talk because they calculate too If the insurance company really about some strategy much risk at that 10-year wants the business, they will around the the top 3 marker of probable litigation. write a group policy and cover limiting factors for those As a result, condo sales are any outstanding repairs and trying to get financed for a usually with cash buyers. maintenance expenses that the condo. condo association would So what do you do as a real otherwise have to fight the Issue #1: The '10-year mark' estate agent trying to make a builder's insurance company to condo sale? recover. This will make you The builder of a condo look like a rock star when the only has to insure the Call an insurance agent you CA finds out you brokered the construction of that build can trust, and let them know deal. PLUS, there is now easier for 10 years after about one of your condos that financing available, making you development. Naturally, will soon be in need the prime candidate for the condo association of insurance coverage! Why? becoming the CA's exclusive responsible for property Because this is the perfect time agent. management will try to for a commercial insurance get repairs or maintenance agent to step in and pitch an Pro Tip: Find past condo listings work completed before umbrella policy to the condo in your MLS, and target buyers the builder's insurance association. The CA deals who couldn't get financing is dropped, and this regularly with builder before. This will be great news!

NICHE REAL ESTATE AGENT MAGAZINE / #11 Issue #2: Property Litigation the next condo association meeting for the community WINNING Insurance policy litigation is you are supporting. frustrating, but at least you have an idea of when it is Act like you are interested in UNTOUCHABLE coming. Property joining the community, and a litigation can arise from just CA will usually allow you to sit CONDOS about anything and at any in on their monthly meeting, time, so when a building or especially if you know complex has something someone who is a part of that NICHE STRATEGY #11 unsettled, it can be a real community already (one of enough to keep momentum. problem for condo owners the sellers!). Here, you can get that have a buyer in place real-time updates on the Staying current on all of this info and cannot get financed for forecasted litigation timeline will not only allow you to build the sale due to the so that you can keep your better relationships with every development's legal issues. buyers engaged and also seller in that community (even if establish relationships with you weren't their listing agent As the RE agent, help out the other sellers in the initially), but it will also give you sellers of your listings or any community. leverage with buyers since you other affected sellers when become the agent that has the you come across this Identify important upcoming answers for when financing dilemma. Call local law firms dates for the development's should become available. or search online for more info case hearing, and then ask on the development someone from the CA if you Issue #3: Expired FHA approval property. can send mailers out to any owners trying to sell a unit in When an FHA approval for a If you can locate a direct their community. The CA will development expires, it puts contact for the legal team on need to relay the information limits on FHA financing until the the case, reach out for details anyway, so let them know policy gets re-approved. on the case's proceedings. If that you are happy to a direct contact is interface right away to make A preferred mortgage lender unavailable, then go sit in on sure sellers are informed can submit a request to have WINNING UNTOUCHABLE CONDOS

NICHE STRATEGY #11 an FHA approval reinstated if this happens with one of your listings, but it usually takes time. Check to see the approval status of a condo by going to this link:

→entp.hud.gov/idapp/html/condlook.cfm

But if the condo does not currently have or is waiting on an FHA approval, you can only make a sale through conventional financing or by working with cash buyers. The problem is that cash buyers are hard to find, making sure they understand how an FHA and conventional financing has much approval can be of benefit when they are trying stricter guidelines for getting a loan to make a sale on their condo. Regular approval. informative updates and an approval status might be all the inspiration an owner needs to This will limit many potential condo buyers put his or her condo on the market. Be sure to when trying to make a purchase, so use the brand your informational materials, and make lack of an FHA approval as an opportunity to sure your contact info is easy to find. become an FHA liaison. Stay current with the updates on your condo, and then work → Become the listing agent for new sellers! with your listing's condo association to keep sellers informed because it is in the interest And when the condo association sees how of all parties involved! helpful your charitable service is to confused owners, don't be surprised if there is an Obtain a mailing list for other owners in the opportunity for you to become its exclusive community of your listing. Stay regularly listing agent. You would be justified in asking informed on your own property, and then to be the exclusive agent for any future FHA relay that information to those owners who deals at the very least after creating better lines are also potential sellers. Offer value by of communication regarding this issue.

NICHE REAL ESTATE AGENT MAGAZINE / #11 NETWORK EXPLOSION

NICHE STRATEGY #12

Network, network, network. real return. Two types of loan costs." And there is usually one This is what your broker tells officers exist, a Retail LO or a team of Consumer Direct LOs you when you first become Consumer Direct LO. Knowing that handles new home a RE agent. However, it is the difference is extremely purchase leads and another crucial to know exactly who important. team that handles refinances. you should be networking so Consumer Direct LOs have the that you don't waste time on Retail LOs work off of referrals potential to help a RE agent things like lopsided loan from real estate agents. Rarely gain new business. officer relationships... do they have a buyer call them for financing that doesn’t We actually got a consumer It's pretty standard for already have a RE agent, direct loan officer that worked real estate agents to get meaning it is very unlikely that in Charlotte, NC to chime in bombarded with calls an agent gets any quality leads on how this type of new biz from loan officers who are from from a Retail LO. You transpires: trying to find business. understand after a while that they want your business more NICHE MAGAZINE: Every agent has a story about than they will be able to help Jeff, hope all is well! Please, a loan officer that did not yours as a RE agent. tell us a little bit about your deliver on the leads that previous job as a loan officer... he or she promised upfront by Consumer direct loan officers a loan office, and that is are the ones that work for a JEFF: because agents don't always bank's call center. These LOs Hey guys! Okay, so I used to be take the time to identify receive inbound calls from a consumer direct loan officer which LO relationships will buyers who see advertisements at New Penn Financial, and I actually complement about “low interest rate specials” was assigned to their and build their network for a or "applying now for no closing purchase team.

NICHE REAL ESTATE AGENT MAGAZINE / #12 NETWORK EXPLOSION

NICHE STRATEGY #12 We used to get a ton of calls everyday from people who had seen our ads, or we would hear directly from buyers already looking to get pre-approved. Basically, we had more business than we could handle, and I got very accustomed to taking buyers through the pre- approval process.

After completing the process for a buyer, I would intuitively ask them if they were already working with a real estate agent so that I could send a copy of the approval over, and to my surprise, almost all of my buyers would say something like, “No, I wanted to get pre- approved before working with a real estate agent.” biggest source of pre-approved buyers, hands So I would just send them right to my down! I've seen it from both sides now, and this preferred RE agent, not even realizing at the can be a RE agent's dream network time how valuable this pipeline was for RE agents. On average, I would give my my guy NICHE MAGAZINE about 45 – 50 pre-approved leads per month. Thanks for the insight, Jeff! This is prime time And I never once asked him to send me a info for RE agents to have. referral in return because I was already too busy taking inbounds from our call center.. JEFF And for only a small fee I can help them... Haha I actually work from the RE agent side now, No problem, guys! and it's funny to me how many of these other agents don't understand or forget about the If you didn't work for a lender previously like Jeff, value that consumer direct loan officers can call one up and ask who handles the home provide to RE agents. Many also cannot purchases within their consumer direct comprehend how big these lender call department. These are the LOs that you want in centers are. At First Penn, for instance, we had your network to help it grow the fastest. 225 consumer direct loan officers. I tell my RE agent friends to call these LOs and make And as with all of our Niche RE Agent strategies, friends with them, that they will become your → Keep It Personal, Be Persistent & Stay Creative! NICHE REAL ESTATE AGENT MAGAZINE / #12