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Serving the global online business community since August 30, 2000 . . . .
You
Will Learn What the Pros Know
Top
Dog Sales Secrets is packed with real-life examples, successful
scripts, and powerful ideas to fire up your sales.
You’ll
learn how to:
Change a few words and double your income
Grab your prospect’s interest in 15 seconds or less
Cool ways to beat the price objection
Leave your brochures in the car and make more sales
Leave voicemail messages that have prospects calling you
Read your prospect in 60 seconds or less
Win big at the negotiating table
and much more!
These
pros have accelerated the careers of countless sales professionals
and increased the sales revenues for thousands of companies.
Their client lists read like a Who’s Who of
American business. Spend a half hour with your copy of
Top Dog Sales Secrets and you’ll understand
why major corporations pay thousands for their advice.
It’s pure gold!
Learn
from America's Leading Experts
Tony
Alessandra
Bob Bly
John Boe
Dianna Booher
Ed Brodow
Bill Brooks
Jon Brooks
Shamus Brown
Bill Caskey
Tim Connor
Kevin Davis
Roger Dawson
Jim Domanski
Colleen Francis
Tom Freese
Patricia Fripp
Ari Galper
Joe Guertin
Joe Heller
Craig James
Brian Jeffrey
Michael D. Johnson
Dave Kahle
Ron Karr
Jill Konrath
Dan
Kosch
Tina LoSasso
James Maduk
Jim Meisenheimer
Michelle Nichols
Rick Phillips
Tom Reilly
Tom Richard
Linda Richardson
Keith Rosen
Mike Schultz
Mark Shonka
Anita Sirianni
Mark S.A. Smith
Art Sobczak
Dave Stein
Bill Stinnett
Joel Sussman
Julie Thomas
Will Turner
Al Uszynski
Steve Waterhouse
Wendy Weiss
Jacques Werth
Garrison Wynn
You won’t
find anything trendy or theoretical in this book. You’ll get
only practical career enhancing knowledge that you can put to work
for you right away. If you’re serious about advancing your career,
Top Dog Sales Secrets is for you.
You get
powerful advice from 50 of the world’s top sales experts on everything
from prospecting to negotiating to closing – and a lot more!
Top Dog Sales Secrets contains over 80 quick and on-target
sales lessons. Learn a new technique in the morning, use it that day,
and stop at the bank on your way home!
Click here for more info . . . This one-of-a-kind marketing package includes: 7 introductory letters, 12 general prospecting letters, 4 'thank you' letters, 12 relationship-building letters, 7 letters targeting renters, 7 letters targeting FSBOs, 10 varied holiday letters.
Click here for more info and free sample letter
Newsletter Marketing:
Use These Templates & Articles
to Create A Flood of New Prospects, Referrals, and Amazing Credibility for You and Your Agency.
Real Estate Sales Letters
Successful real estate marketing strategies for agents, today, involve a variety of real estate marketing tools, methods, and technologies. Productive real estate marketing tools range from well-designed business cards, effective lead generation systems, imprinted promotional items, and old-fashioned personal networking--to having your own real estate marketing web site and sending out well-crafted real estate marketing letters.
Making money in real estate depends on many factors, not the least of which is the ability to establish and maintain relationships with prospective buyers and sellers. A new set of prospecting and relationship-building letter templates can help you make a positive, memorable impression on your prospects, project a professional image, and influence them to pick you as their realtor® of choice.
Marketing real estate got a little bit easier and more profitable with the introduction of this powerful assortment of 59 different prospecting and relationship building real estate marketing letters. Get these real estate sales letter templates before your competition does!
Featured Real Estate Marketing Articles:
How to Attract Clients & Close More Sales
by Joel Sussman
When you boil the real estate marketing process down
to its essential ingredients, you end up with four
basic steps:
The path leading to that final hurdle of closing
the sale is marked by a number of challenges, ranging
from winning the prospect's trust to anticipating and
overcoming objections.
It can't be overemphasized that both the spoken and
written word are your most powerful allies in the quest to
convert a prospect into a satisfied client.
Establish an Emotional Connection
Whether you're writing a real estate marketing letter or conducting
a house tour, triggering your prospect's emotions can
be a highly effective marketing tactic. Whenever appropriate,
focus on the feelings they'll experience when they
settle into their new home. Paint a mental picture for them
of the beautiful park-like setting of the property,
the peaceful, friendly neighborhood they'll be
moving into, the cozy, crackling fire they'll relax in front of
on those cold winter nights, the enjoyable dinner parties
they'll throw in their rich-looking dining room, and
the fond, memories they'll create raising their family
in a new home. Once you've established what their "hot buttons"
are, you can then emphasize those sought-after features and
intangeable qualities in your house tours, phone calls, and emails.
Helpful Pointers for Real Estate Marketing Letters and Ads
Design and write your ad copy to focus on your clients'
goals, dreams, and desires. Allow your real estate offerings
to speak directly to their emotional and physical needs.
Give your real estate marketing letters and ad copy eye appeal by avoiding
a cluttered look, while, at the same time, highlighting the
benefits and desirable features of your listings. Emphasizing
benefits is one of the keys to marketing real estate, so make
them stand out. Besides using bullets, such as checkmarks or
dark squares to highlight your selling points, you can call
attention to key words and sentences through the selective use of bolding, underlining, using a yellow highlighter effect, italics,
and exclamation points. A word of caution: using all caps, two
many font styles, excessive exclamation points, or too much
italics can make your text either difficult to read or just
plain tacky! Moderation is the best approach. Another good rule of thumb is to keep your ads and letters free from unnecessary words, phrases, and paragraphs that don't support and strengthen your message. Remember, many people have a short attention span
(are you still with me?), so avoid being verbose.
In studying tried-and-proven marketing methods over the
years, I can't tell you the number of times I've read how
important it is to end a sales letter with a compelling "P.S".
The impatient reader will often skim the bulletted points of a
letter and then skip down to the P.S. to glean the essence of
the message. This is a good opportunity to repeat a strong benefit,
reiterate the urgency of taking action now, or perhaps offer a
free report on how to increase the curb appeal or marketability
of their current home.
The art of putting a positive spin on things is not a talent
reserved for the public relations practitioner. If you make it
a habit to accentuate the positive and concentrate on being
a strong finisher, you'll build the foundation for a having
a solid competitive edge in the ever-changing real estate marketplace.
Client Relationships Can Be Your Best Source of New Business
By Joel N. Sussman
If you thought you were wasting your time keeping in touch with former clients, you may want to take a fresh look at that point of view. According to a study released in January 2006 by the National Association of Realtors®, more than half the people who bought or sold property selected their agent or broker either through a referral or as the result of a previous client relationship. The 2005 National Association of Realtors® Profile of Home Buyers and Sellers, based on more than 7,800 responses to a national questionnaire, revealed some interesting patterns in consumer behavior.
Specifically, it was shown that 44% of buyers chose their agent or broker on the basis of a referral by a friend, neighbor, or relative; and 11% used an agent from a previous transaction. From a marketing standpoint, it's also relevant to note that 7% of the respondents found an agent on the Internet, 7% met at an open house, and 6% followed up on contact information displayed on a 'for sale' sign. So while it makes sense to have a strong presence on the Internet and to continue holding open houses, casting a wider net for referrals may be one of the best ways to increase your sales.
Personal Recognition May Be the Missing Ingredient
As you experiment with different techniques to stay in touch with past and prospective clients, the key element in making a good impression is personalization. If people feel like they're being treated like 'just another name' on your mailing list, then your letters and greeting cards will often be perceived as junk mail. For that reason, sending out a generic birthday or anniversary card with only a signature and no personal note is usually a waste of time, paper, and postage. People want to know that you actually remember them and have taken a couple minutes to think of them, rather than delegating the task to the office secretary, for example. (Perception is all that matters.) And if you can remember something specific about the client or prospect, and comment on it, then they'll definitely sit up and take notice. Something as simple as "Hope you're getting more sleep now that the baby is older!" or "How did the remodeling project go?" can add a much-needed personal touch to your communications!
Consistently monitoring the local newspaper for civic awards, job promotions, wedding announcements, sports team victories, and other milestones is a habit that can help you personalize messages and cement relationships with clients. Not only can you send them a congratulatory note, but you can also enclose a clipping of the announcement as an added gesture. The fact that you've taken a moment to recognize their accomplishment or special occasion will definitely help you win points. And, since you never know when they're going to need your services again or when they'll be asked if they can recommend a good real estate agent, you need to periodically keep your name in front of them as a reminder of your interest, enthusiasm, and availability.
Another approach to staying in touch is through a quarterly newsletter. (Issuing it monthly would probably be too time-consuming for most agents and brokers.) Bulletins that you write and localize yourself would tend to generate more interest than a generic pre-written version, but perhaps in the interest of time management, a combination of the two might be the ideal solution. As an alternative (or a supplement) you might also consider producing a permission-based email newsletter, an online e-zine, a blog, or simply a regularly updated web site. Regardless of how you approach it, keeping the lines of communication open between you and your existing and prospective clients can translate into repeat business, lucrative referrals, and more bottom-line sales profits.
How to Get Prospects to Choose You Over the Competition By Joel Sussman
Marketing yourself as a real estate professional is a lot like selling yourself to a potential employer in a job interview. At some level, your prospective real estate clients have a lot of the same concerns: "Can I depend on this person? Are they qualified? Are they easy to work with? Motivated? Likeable? Will they follow through and produce results?"
You've undoubtedly heard that first impressions have the most impact on your chances of getting the client (or the job). Being articulate, knowledgeable, and well groomed are, perhaps, the more obvious qualities one must have to make a favorable first impression. That's only the tip of the iceberg, though. Other vital traits include genuine enthusiasm, a high energy level, confidence, attentiveness, a positive attitude, a warm personality, and a service orientation. Considering how much is at stake in the average real estate transaction, it's no wonder that expectations are high.
Winging it Just Doesn't Fly
Preparation is the key to projecting an image of professionalism and competence. Whether getting ready for a client interview or a job interview, one of the most effective ways to increase your confidence level and your credibility is to anticipate, know, and practice the answers to any and all questions that might be asked. Combine that preparation with a thorough knowledge of the local real estate market and the intricacies of buying and selling houses, and your client list can't help but grow. A limited amount of rehearsal is helpful, but keep in mind that sounding rehearsed can be one of the deadliest sales turnoffs of all time!
The Secret to Connecting with Prospects
After all is said and done, however, the final decision of a client (or prospective employer) often comes down to one thing: comfort level. Do you put them at ease, project a trustworthy image, and make them feel good about you? Volumes have been published about how to have that effect on people, but an excellent starting point is to be a great listener. If you can act as if your prospective client is one of the most important people in the world, at that moment, then chances are good they'll find you likeable. A thought-provoking saying that resonates with a lot of truth is: "If you want to be interesting, act interested."
These principles are easy to forget because we're all so caught up in our own egos and trying to convince everyone else that we're so important. While it may seem like a paradox, the secret to effectively selling ourselves to others often lies in being as selfless as possible, and focusing on the needs and interests of the other person.
Naturally, most clients want to know how much experience you have, what your credentials are, and maybe a little about your family and personal life. However, the one thing they really want to know about more than anything else is what you can do for them, what resources you have available to help them realize their goals, and how hard are you going to work to help them get what they want.
Practicing the basics of NLP (neuro-linguistic programming) is one way to condition yourself to be more attuned to the thoughts, feelings, and reactions of other people. Peak performance training expert Tony Robbins describes NLP as the study of how you communicate with yourself and others. He says the use of these techniques can help you learn how to establish rapport with anyone, develop sensory acuity, and feel a total mental connection with other people. If you're committed to developing your skills in this crucial area, NLP is worth looking into.
Two Steps to Improving Your Marketing Success
by Joel Sussman
Since the human brain seems to be able to focus on only one
thought at a time, it's difficult to evaluate an advertising
idea from the perspective of both a marketer and a customer.
That's why it's necessary to use a two-step process when
developing highly effective ads, sales letters, web pages,
and e-mails.
The first step involves creating a rough draft of your
marketing message, while emphasizing the strong points and
best attributes of your product or service. Your message,
especially your headline, should strive to capture your
prospects' attention, focus on the many benefits they'll
experience, and outline the important features and selling
points. The first draft should include a call to action, as
well as whatever contact information is necessary to get the
prospect to respond and follow through.
Navigate Through Expected Sales Objections
Possibly the most daunting obstacle to generating inquiries
and making sales is human inertia, which is basically the
tendancy to postpone, deliberate, and procrastinate. The best
way to overcome that is to create a sense of urgency by
imposing a deadline for taking action. Whether your supplies
are limited -- or prices are about to go up -- or the prospect
must act now "before it's too late", there needs to be a
feeling of urgency conveyed if you are to be successful in
overcoming the powerful forces of inaction and indecisiveness.
Other obstacles in the sales process that you need to
overcome early on include skepticism, mistrust, and
pessimism. The ideal marketing message would remove
any doubt in the customer's mind about quality,
competitive prices, ongoing customer support, and
the customer's ability to get a refund if they're
dissatisfied. One common mindset that many prospects
have is, "It sounds like a good product/service, but
it probably won't work for me." A strategy you can
use for overcoming that negative attitude is to
offer references and include testimonials of satisfied
customers -- just like them -- in your marketing materials.
Bypass Your Ego to Connect With Buyers
Part two of this marketing process is often ignored
by small business owners and even some advertising
agencies, but it can spell the difference between
success and failure. It involves stepping back and
looking at your message from the standpoint of your
target audience. Here are two important questions
to ask yourself: "Are they going to notice the ad
or the sales message at all?" and "If they do
notice it, why should they care?" If you're not
sure, then that's a clear sign you need to strengthen
your sales message and gear it more to the needs of
your intended audience.
In order to create a winning ad or marketing
campaign, it's necessary to ask yourself these
blunt questions, and have the flexibility to
make changes in your headlines, ad layout,
graphics, ad copy, sales pitch, or marketing strategy.
Getting a second or third opinion from people who will
give you the unvarnished truth can help you develop a
winning, original marketing message that will generate
a profitable response.
If your marketing efforts fail to rise above the
clutter of all the hundreds of nondescript ads, emails,
and competing offers that the public is bombarded with
every day, then your marketing message will be about as
effective as a whisper on the trading floor of the New York
Stock Exchange. Challenge yourself to produce compelling,
high-impact marketing messages that will command attention
and trigger a response from your target group.
Proven Techniques for Writing Persuasive Ads & Letters By Joel N. Sussman
Whether you're writing a marketing message to one person or a million, your chances of having an impact on them really takes off when you understand what makes them tick. You're then in a strong position to tailor your message directly to their interests, problems, needs, and aspirations. Easier said than done, but that's where market research, asking clients the right questions, personal observation, and marketing plans fit into the picture.
A marketing plan, even an abbreviated one, can be an invaluable starting point in the development of an effective ad, commercial, promotional brochure, or sales letter. Doing an analysis of the Strengths, Weaknesses, Opportunities, and Threats (SWOT) associated with your business, the services you offer, or the agency you represent can serve as an excellent launching pad for writing persuasive advertising and sales messages.
Laying the Groundwork
In addition to a dash of writing talent and marketing knowledge, creating effective ads and letters require a clear focus. Knowing exactly what outcome you're aiming for before you begin writing is comparable to mapping out your travel route before embarking on a cross country drive. For example, if your goal is to generate leads or to qualify prospects, your strategy might be radically different than if you were trying to convert FSBO's to clients or attract visitors to your web site.
Sell The Sizzle! (not the steak)
The copywriting process tends to flow a lot more smoothly if you have in front of you three lists consisting of benefits, features, and competitive advantages. Organizing them on one page in a column format is the easiest, most efficient way to manage the information. F.Y.I.: There may seem to be a thin, if not invisible, line between "features" and "benefits", but understanding the distinction can make all the difference in your marketing success. Examples of "features" would be your experience, training, and the advanced marketing technology your agency uses. Client "benefits" might include fast results, prompt answers, having a seasoned professional negotiate on their behalf, maximum exposure of their property, convenience, and dozens of other selling points that entice prospects into doing business with you. Features are important and need to be mentioned, but benefits are the selling points that clients and prospects can relate to and identify with. Basically, benefits are features that have been personalized, elaborated on, and projected into the future. It answers the questions "What's in it for me?" or "Why should I care?"
Crafting the Message
Catching people's attention and arousing interest can sometimes be as simple as incorporating your strongest selling point into the headline or the first sentence of your ad or letter. Several tried-and-proven headline devices for drawing people into your message include asking an intriguing question, making a thought-provoking statement, or beginning the headline with the words "How To". Headlines that convey a sense of urgency, contain a short testimonial of a satisfied client, or have the feel of a news announcement also have been shown to get people to stop and read.
By the way, one of the most powerful and successful advertising headlines of all time, which was also the title of a best-selling book written in 1936, is "How to Win Friends and Influence People", by Dale Carnegie. The title/headline is filled with benefits, it contains the words "How To", and it speaks directly to everyone's strong desire to be well liked, to be in control of their lives, and to feel important. Another popular book Carnegie wrote tapped into that same formula. It's entitled "How to Stop Worrying and Start Living." Apparently, that double-barreled approach was especially effective for him.
Many well-intended ads, brochures, and letters start out with a good head of steam, but peter out as they approach the moment of truth, namely: the call for action! If you don't make it 100% clear exactly what you want the prospect to do after hearing/seeing your message, and if you don't give them a compelling reason to do so, there's a good chance you'll lose them.
As the acronym AIDA suggests, a response-producing ad or letter must first grab the Attention of the target audience, arouse Interest, trigger Desire, and then prompt Action. Without all four of those "cylinders" firing at the appropriate time, that delicate sequence of events could quickly come to a grinding halt.
About the author: Joel Sussman is a freelance writer and Internet marketer from upstate New York. He's been a regular contributor to two monthly business newspapers, and has created a web site dedicated to the topic of small business marketing: http://www.MarketingSurvivalKit.com
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