Daunted, afraid and cynical – and how you can help
Daunted, afraid and cynical. That’s not the title of some horror movie. Instead, it’s how many homeowners feel when they need to list their house. Or how many buyers (particularly first-timers) feel when they need to venture out into the market. Now, I’m not just making this up. I’ve been researching into the words people…
The most cost-effective way to use print newsletters
Quick message today… If you want to test printed newsletters but don’t want to spend hundreds on a big mailing campaign, do this: Send newsletters to just your most important contacts: your past clients, your top connectors, your top potential referral sources. Keep sending them to these people for at least six months, ideally a…
What else?
I was at the grocery store I love to hate the other day. (The one where the carts come with spears at each corner, so you can cut your way through the crowds). But anyway… at the deli counter they always ask this: What else? You order something… What else? So you order something more……
How to have compliant and respectful clients
Wouldn’t it be a wonderful world if… … Clients always listed their homes at the price you suggested… … Buyers turned up for showings at the time you agreed… … Homeowners left their home in a state fit for those showings. Unfortunately, it’s not a perfect world. Sometimes your life will be hard – simply…
Only you are you
All is not well in the world of olive oil. It turns out, at least according to producers in California, that the extra virgin oil we import from Europe isn’t always so pure after all. Extra rancid, not extra virgin – so the say. Of course, Californian producers have a horse in this race. They…
Amazing agents who are just too shy
There are some amazingly good real estate agents in the United States. They do a terrific job for their clients. For example, they create a powerful marketing campaign for each of their listings, they take professional photographs (or hire a talented photographer) and give money-making advice on staging. Some of them have an entire “system”…
Big fish eat best
I had a great chat with one of our clients today. We were talking about what makes her unique – how can she offer something to her market that no-one else is offering. Because… if you can do that, you become the #1, obvious, supremo choice for your ideal clients. Why would they go anywhere…
Persistence really does pay
”Thank you for being so persistent.” That’s what a new client said today. She’d been receiving these emails for about six weeks. Now, I’m sure I drive some people crazy with these daily missives. Those people usually unsubscribe. But at the same time, I get feedback from people who just love receiving messages. And you…
How newsletters make clients respect you
One of the most frustrating things in business is when clients don’t listen to you. … Like when they list their home for $20K over market value. Or when they refuse to tidy up for showings. Why… why… don’t they respect you?! One reason might be because they see you as a commodity. One agent…
The month that stops short
Oh, February! The month that stops early and says “I’m done”. … Which in some ways is a good thing. For many of us, the month of love has been frigid cold. Bring on March! But for my team here at Ready to Go Newsletters, it means we have to squeeze three days into one.…
From newsletter to listing appointments
From time to time we do a client survey here at Ready to Go Newsletters. It’s something I’d recommend any business do. You get insights into what is going right (and wrong), and you find out what your clients really want from you. A survey can also be a great source of testimonials, like the…
Your clients and the eight-armed rival
I just watched a video (yes, I was wasting time on Facebook and one thing led to the other…) and in this video… … an octopus hurled itself out of the water and attacked a crab. Right there. On the rocks. Then it dragged the unfortunate crustacean back to its salty lair. Which goes to…
Rabbits, wolves, owls and newsletters
The traditional way to think about sales goes like this: You’re the wolf and your prospect is the rabbit. Now, because you’re a wolf, you’ve got to go and chase the rabbit – which is hard because the rabbit doesn’t want to be caught. It takes a lot of energy – and sometimes blood is…
Newsletter footprints
In the depths of the winter, it pays to think about somewhere warmer. Like the beach. Do you ever walk along the surf, right where the ocean meets the land? And have you ever watched what happens to your footprints in this in-between world? They start well defined – all five toes. But after one…
Your referral machine
Remember that restaurant that Bob recommended? You know, the one on 4th street? Or was it 5th street? The Italian… Portuguese… Brazilian one? You remember – he said it was really good. Now what was its name? …Ever have conversations like this? Someone recommends something but because you have a memory like a pasta drainer,…
Why people read your newsletters
One of our clients sent me a link to an infographic last week – six reasons customers aren’t opening your emails. It had some good information in it. But… … the main reason for newsletters failing wasn’t included. Here’s the thing. You could implement all six of these ideas perfectly, but if you don’t earn…
Success story: There is no magic – it just works
Ding! In comes an email to Ready to Go Newsletters’ inbox. It’s from Ed Stone, who has been a member for about 18 months. “Last month I closed a $680,000 sale that was directly attributable to the newsletter showing up every quarter. “I send it out by email and by US post every quarter. It…
When it’s all about them
Tomorrow is the day we devote to the one we love. It’s all about them. And… that’s an appropriate thought when we’re talking about newsletters. Why? Because a good newsletter is all about them. It’s all about what will interest your clients and leads. So, instead of bragging about how great you are, prove you’re…
Two flavors of ice cream newsletters
If you order a “small” Ben & and Jerry’s, you get two scoops. And that means you can choose a different flavor for scoop number two. It’s like getting two ice creams for the price of one. So… why I am I telling you this extremely important news about Vermont’s finest? We find here at…
Math that makes you feel good
Math, to say the least, was not one of my favorite subjects at school. I’d rather eat old gym shoes than solve an equation. (And there were plenty of old gym shoes served with ketchup at the school cafeteria.) So for 20 years after that, I stayed away from numbers. Words were my thing. But……