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Multiply Your Sales by Going After Empty Nesters
Is there a better bang for your buck than using your marketing dollars to go after empty nesters? You get to sell their home, then help them find the ideal new downsized home. It's the perfect two-for-one deal. The highest ROI empty nesters The most prosperous empty nesters to go after are age 55 years and older, according to Esri, a leading mapping and location analytics platform. This places them among the eldest of Gen Xers (age 44 to 55 this year). This age group and younger baby boomers combine to create the primary target in this niche. This group, by the way, is responsible for nearly half of all listings, according to NAR's 2020 Generational Trends report. The Gen Xers among the group earn, on average, about $101,000 per year. They make up 23% of the seller's pool and for 83%, this isn't their first time selling a home. The average net worth of baby boomer households is $1.2 million, according to Hillary Hoffower of BusinessInsider.com. Nearly 40% of them say that they'll sell when the last child leaves the home, while 55% plan on waiting until they retire, according to EscapeHomes.com. How and where to reach them In the current real estate market, the best plan of attack is a targeted prospect list and an Empty Nest scheduled campaign. The average American's attention span is a lot longer right now and the mail is something they're actually paying attention to. To support your campaign, ensure that your real estate website is up to snuff. Gen Xers, especially, seek social proof before they'll work with someone. Aside from a dedicated testimonials page, sprinkle testimonials throughout the site. This generation also values authenticity so avoid a heavy sales spiel. "Generation X has a keen eye for BS and can spot a sham or dishonesty a mile away most of the time," Nate Masterson, marketing manager for Maple Holistics in New Jersey tells the NFIB's, Karen Sams. Younger boomers crave useful information, so ensure your website has lots of it. Online, you'll find your target audience primarily on Facebook. Eighty-eight percent of Gen Xers check their Facebook feed at least once a day and boomers rarely visit any other social media platform. In fact, according to Pew Research, "Facebook is by far the most popular social media site for this age group." Write compelling blog posts of interest to both groups and then repost them on Facebook. Consider running contests to gain more organic results. You can find contest ideas at EasyPromosApp.com. Niching your business is always a sure path to success. Choose a niche and work it consistently. This is the ideal time of year to consider the empty nesters. To view the original article, visit the ProspectsPLUS! blog.
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[Best of 2020] Friday Freebie: Download a COVID-19 Postcard and Reach Out to Your Sphere
We're continuing an annual tradition of counting down our top 10 articles of the year. The following article was originally published in May and is #3 in our countdown. See #4 here. The coronavirus pandemic has changed the way we live--and the way we need to communicate. Gone are the days, for example, when agents could send their contacts a calendar of local events (what events, right?). So how do we communicate in this new era while remaining sensitive to changing norms and our sphere's changing needs? Find out for yourself in this week's Friday Freebie. We're introducing you to a series of coronavirus-related postcards that hit just the right note for reaching out to those who matter most to your real estate business. Free download from the COVID-19 postcard series by ProspectsPLUS! What kind of postcard messaging strikes the right tone during the coronavirus era? That depends on the type of real estate agent YOU are. Whether humorous, helpful or nurturing, there's a postcard with a voice that matches yours in today's Friday Freebie. RE Technology readers can download one free postcard from a library of 115 different postcards designs in eight content categories, courtesy of ProspectsPLUS! Here's a look at the types of postcard you can send to your sphere: Animals: Use humor to connect with clients with funny animal postcards. At Home: Offer helpful at-home advice for how clients can fill their downtime. Comfort Foods: Strike a nurturing tone with recipes for making comfort food. Content Cards: Remind clients you're the helpful home expert with home maintenance tips and more. Definitions: Gently stay top of mind with these trendy outreach cards. Inspiration Cards: Remind your sphere that brighter days are ahead with motivational designs. Looking for Listings: The market is still active! Remind homeowners that now is still a great time to sell. Virtual Marketing: Are you a tech wizard who knows how to thrive in these times? Show off your virtual tour capabilities, remote meeting skills and more! Download any COVID-19 series postcard for free with promo code FREECARD. Your postcard includes your choice of design on the front and your customized contact information on the back. Print your postcard at home or share it on social media, via email, and on your website. Download your FREE postcard today with promo code FREECARD at checkout!
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Friday Freebie: Guide to Creating Targeted Mailing Lists and Campaigns
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Friday Freebie: Download a COVID-19 Postcard and Reach Out to Your Sphere
The coronavirus pandemic has changed the way we live--and the way we need to communicate. Gone are the days, for example, when agents could send their contacts a calendar of local events (what events, right?). So how do we communicate in this new era while remaining sensitive to changing norms and our sphere's changing needs? Find out for yourself in this week's Friday Freebie. We're introducing you to a series of coronavirus-related postcards that hit just the right note for reaching out to those who matter most to your real estate business. Free download from the COVID-19 postcard series by ProspectsPLUS! What kind of postcard messaging strikes the right tone during the coronavirus era? That depends on the type of real estate agent YOU are. Whether humorous, helpful or nurturing, there's a postcard with a voice that matches yours in today's Friday Freebie. RE Technology readers can download one free postcard from a library of 115 different postcards designs in eight content categories, courtesy of ProspectsPLUS! Here's a look at the types of postcard you can send to your sphere: Animals: Use humor to connect with clients with funny animal postcards. At Home: Offer helpful at-home advice for how clients can fill their downtime. Comfort Foods: Strike a nurturing tone with recipes for making comfort food. Content Cards: Remind clients you're the helpful home expert with home maintenance tips and more. Definitions: Gently stay top of mind with these trendy outreach cards. Inspiration Cards: Remind your sphere that brighter days are ahead with motivational designs. Looking for Listings: The market is still active! Remind homeowners that now is still a great time to sell. Virtual Marketing: Are you a tech wizard who knows how to thrive in these times? Show off your virtual tour capabilities, remote meeting skills and more! Download any COVID-19 series postcard for free with promo code FREECARD. Your postcard includes your choice of design on the front and your customized contact information on the back. Print your postcard at home or share it on social media, via email, and on your website. Download your FREE postcard today with promo code FREECARD at checkout!
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There's No Spam Filter in the Mailbox!
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Friday Freebie: Targeted Mailing List to Jumpstart Your Print Campaigns
Technology has made it easy to target specific groups of consumers for real estate marketing and advertising campaigns. We all know the targeting power that social media ads offer--but what if you want to target consumers offline? In this week's Friday Freebie, we'll introduce you to a way to easily target consumers for print marketing campaigns--and get 100 FREE verified names and addresses in your area. Free Targeted Mailing List, courtesy of ProspectsPLUS! Do you serve a specific real estate niche? Or want to send different campaigns to different types of prospects? Whatever your needs, the more targeted your mailing list is, the better it can meet those needs (and save you money). ProspectsPLUS! makes it easy to build a mailing list that targets exactly who you want. Just choose a geographic area, how many people you want target in that area, and one of the following demographic groups: General High income consumers High income renters Baby Boomers and elderly Move-up market Empty nesters Real estate investors Want to build a list based on lifestyle or interests? You can do that too by easily targeting (for example) boat owners, golfers, arts enthusiasts, RV owners, and much more. If you have a specific area you'd like to target, you can also use ProspectsPLUS!'s map feature to target consumers. This is a great option for those working a geographic farm, or marketing open houses, new listings, or recently sold listings to the surrounding neighborhood. Want to try building your own mailing list? RE Technology readers can get a FREE targeted list of 100 verified names and addresses with promo code FREE100. Build your free targeted mailing list in minutes with promo code FREE100!
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Direct Mail During a Pandemic: Here's What You Need to Know
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Friday Freebie: Guide to Crushing It with Direct Response Marketing
We talk a lot about digital marketing here at RE Technology: social media, online ads, websites, landing pages… the whole nine yards. But in all the excitement surrounding these technologies, let's not overlook one fact: good old print marketing still works--and it works well. That's why in today's Friday Freebie we're highlighting a free guide to direct response marketing for real estate. The twist? This guide shows you a high-tech way to target your mailing lists and manage your campaigns. Read on to learn more. Free Download of 'How to Crush It with Real Estate Direct Response Marketing,' courtesy of ProspectsPLUS! Now, when we say direct response marketing "works well," we mean it. In fact, direct mail nets a 9% response rate—well ahead of the 1% response rates of email, social media, and paid search. What's more, 76% of consumers trust direct mail when making a decision, and direct mail is 20% more persuasive to consumers than digital media. Maybe that's just a sign of our times where digital marketing has become so ubiquitous that holding a physical piece of marketing is now a novel, tactile experience. Whatever the case may be, mastering direct mail can only benefit your real estate business. There's one caveat, though: mail can be expensive. That's where technology comes in. Rather than sending out direct mail pieces to everyone in your geographic farm, today's technology lets you build targeted lists so that you can market more effectively—and more affordably. This guide from ProspectsPLUS! shows you how you can do just that. Inside this 20-page guide, you'll find: The six steps to launching an effective direct response campaign A visual layout guide to create more compelling direct mail pieces The top seven opportunities you should target and suggested campaign ideas An introduction to tools that can help you target consumers in your market And more! Download your FREE copy of How to Crush It with Real Estate Direct Response Marketing and Get Them Calling YOU today!
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Friday Freebie: 100 'Just Listed' and 'Just Sold' Postcards
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Friday Freebie: Property Flyer to Download and Print
In honor of back to school season, we're giving you homework this weekend. But don't worry--we promise it'll be fun and that you'll walk away with an upgraded real estate marketing toolkit. Ready? Let's get started! Expand your marketing mix with a free property flyer from ProspectsPLUS! Today's assignment has one purpose: to expand your real estate marketing horizons by upgrading or adding a new lead generation piece to your repertoire. That piece? A property flyer of your choice. We've teamed up with ProspectsPLUS! to offer RE Technology readers a free property flyer (with promo code FREEFLYER) that you can customize, download and print right from your computer. Your homework is to choose a flyer that either upgrades a property flyer that you're currently using, or is a type of flyer that you've never used before. There are multiple designs to choose from, and various flyer types like: Single property flyers Multiple property flyers Multiple property 'Just Listed' flyers 'Just Listed' lead generation letter to neighbors 'Just Sold' lead generation letter to neighbors Once you choose a flyer, you can customize it on the ProspectsPLUS! digital platform. Next, you'll download the flyer as a PDF and either print it at your office or take it to a local print shop. (Homework cheat: Before you get started, read our last Friday Freebie to learn how to get a $25 gift certificate just for creating a free ProspectsPLUS! account.) Use your flyer to create A+ marketing campaigns that target buyers, build your brand awareness, and attract seller leads. Download your free property flyer now! Use promo code FREEFLYER at checkout.
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Friday Freebie: $25 Gift Card to ProspectsPLUS.com
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3 Quick Ways to Print What You See in RPR
RPR's wide variety of reports are one of the most popular features of the platform. However, Realtors report that sometimes they simply want to print what's on the screen. That's exactly what this article is all about. Check out these three tips for printing what you see in RPR.
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Top 10 Print Marketing Strategies for Real Estate
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3 Reasons You CANNOT Ignore Postcard Marketing To Your Geographic Farms
One of the things I find fascinating about working with REALTORS® is the way that their world is full of absolutes. One of the most interesting ones I frequently see is when a REALTOR® tells us, "I'm going to stop doing xxx in my marketing and instead do xxx". These days, perhaps the most common one is, "I'm cutting my postcard marketing and going to do email marketing instead". Given the state of the economy, and considering that many REALTORS® have had to cut back on their marketing budgets, this is somewhat understandable. Things like email marketing and social media are new and attractive. One of the things that makes them even more attractive is the fact that these initiatives are VERY inexpensive and in some cases free. That said though, I suggest that REALTORS® should take a stance of "in combination with," rather than "in place of," when selecting marketing vehicles. I state this for three reasons: #1 You Should Use Your Print Marketing To Organically Grow Your Electronic Marketing Database Unless you have purchased an email list to market to (and if you've done this, STOP IT. It's illegal and ineffective), you need to find ways to grow your email list. One great way to do this is through postcard marketing.
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Online Media Surpasses Print in 2012 – What It Means for REALTORS®
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The secret to magazine advertising
Victor Lund of the WAV Group Says: I worked in the magazine business for three years. I was responsible for managing 10 luxury real estate magazines in places like Santa Barbara, Carmel, San Francisco, Marin, Napa/Sonoma, Lake Tahoe, etc.Here are some tips to buying advertising that I learned. The price for print Advertising is a factor of four variable costs that the publisher faces.•    Quality of the paper and color vs. black and white•    Number of magazines printed •    Number of distribution locations or street racks•    Cost of premium distribution locations like supermarkets Advertising in our magazines was priced from $500 to $1000 depending on the area and the number of magazines printed. In a market like Carmel California where tourism is enormous, we had to print 50,000 magazines a month. In smaller communities like North or South Lake Tahoe, we only printed 25,000 – so the price was less.
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