The Personal Marketing Company

Be In It To Win It

2009-08-19T14:02:00.000-07:00

The news is full of reports on how the bubble has burst. Despite this, you can still succeed in real estate. Here's how:

Envision success. Act, dress and speak like the respected professional that you want to be.
Talk success. Replace negative statements with positive phrases. Instead of saying "I can't," declare "I will."
Take responsibility. Never blame someone or something for your setbacks. You can't regulate the market, but you can control your reaction to it.
Take risks. Real estate is changing. To be successful long-term requires that you try some new challenges. Don't try to duplicate past performances; aim to improve your best by attempting new things.
Stay true to yourself. If you love working with residential buyers, don't focus on selling commercial properties. Even though you may make more sales, you won't feel the same satisfaction. Strive to be the best you can be by doing what you love.

You Can Say That Again

2009-08-05T10:18:00.000-07:00

Real estate is a personal business. You are helping people with a very important part of their lives - their homes. That's why, in order to be successful in real estate, you need to be a proficient communicator.

To improve these skills, you need to focus on two components of effective communication - factual and emotional. Since people interpret and react to information in different ways, it's best to speak so that you include both of these forms. Here's how:

Factual information - like Sergeant Joe Friday on the classic television show Dragnet, some people require "just the facts, Ma'am." They want to know such tangible facts as square footage, number of bathrooms and closing costs.

When speaking with someone who responds to this type of information, it's best to interpret the data, not simply recite it. For example, rather than giving potential buyers the address of a home you believe they may be interested in, you could explain how the home's location relates to stores, schools or other attractions in the area.

Emotional impact - other people respond more to the "feel" of what you are saying than to a laundry list of data. They want to be able to picture their children playing in the yard or preparing meals in a sunny kitchen.

When speaking with this type of communicator, be aware of the weight your words carry and the effect your body language may have. Focus on positive features of the home you are showing and be expressive in your gestures.

Although there may be a preference for one, most people speak and react to both of these forms of communication. In order to tell which form your client is most comfortable with, listen to how he or she speaks to you.

Listening is perhaps the most important part of communicating. When a client is talking, give your full attention, make eye contact, and don't interrupt. Then, mirror his or her body language and summarize what you've heard in your own words. This lets your client know that you are really listening and understand his or her needs.

Market Yourself

2009-07-30T10:13:00.000-07:00

Need a marketing plan? Sit down with our FREE Marketing Plan Guide and answer some easy questions in the workbook about what you want from your real estate business and with whom you like to do business.

When you've got it done, we'll take it from there. We'll develop a detailed 12-month marketing plan to help you create that business you want. You'll be getting the benefit of putting a marketing expert to work for you.

You'll learn how to systematically approach your marketing in every area of your real estate business:

* How to stand out from the other agents in your market.

* The who, where, when, how many, and how often of prospecting.

* How to get referrals and what to do with them when you get them.

* Keeping your past clients thinking of you and calling you.

* Attacking FSBOs and Expireds (it's easy if you know what to do).

Best of all, we'll show you how to put systems in place for managing all of your marketing efforts in less than 10 minutes a day. Together we can create a plan for your business. We'll handle the details of making sure your marketing is going just like you planned it.

When It Isn't You

2009-07-29T13:50:00.000-07:00

When you don't close that big sale or a prospect chooses someone else, it's natural to feel disappointed, but don't let small setbacks get you down. Here are some ways to bounce back with your confidence intact:

Don't take it personally. A lost sale isn't necessarily a rejection of you. Who knows why they chose to work with someone else?

Even if a prospect gives you a reason (and they often don't) it may not be the real reason for their choice. Maybe they got a recommendation from a friend, or another agent agreed to a lower commission, or a hundred other reasons. Don't let your self-worth be too closely tied to a single transaction.

Being too emotionally invested in a transaction can make you seem needy or pushy. And neither of these is appealing to a prospect.

Adopt an attitude that conveys the message that you would love to work with each prospect but if not this time, maybe another time. And don't forget to follow up.

Maintain Sales Momentum

2009-07-14T15:34:00.000-07:00

Now is an ideal time for agents who are serious about succeeding to gain momentum over their competitors.

While others are trimming their marketing budgets and worrying about finding the next client, you can rise to the top with the following advice:

Increase your prospecting. As other agents cut back and mail fewer postcards and newsletters, your professional prospecting campaign is sure to gain more attention from people who are thinking of buying or selling a home.

Build your image. Make sure that every aspect of your business is represented in a professional manner.

Focus on your strengths. If you don't already have a particular niche, develop one. What sets you apart from other agents?

Be optimistic. Buyers and sellers both want an agent who is confident that their goals can be achieved.

Don't overlook your past clients. Repeat business and referrals are extremely valuable. Let past clients know how much their trust and business mean to you.

Go Green and Save

2009-07-08T14:38:00.000-07:00

Want your clients to remember you fondly year-round? An appealing calendar personalized with your photo and information is the perfect solution.

Our Green Living calendar offers simple tips that help homeowners reduce waste and conserve energy. In a handy 6x6-inch size, this full-color, 12-month calendar will be greatly appreciated by your clients. And since your photo and information appear on each page, they will be sure to think of you when they need a real estate professional.

Build relationships and increase your business while doing your part to care for the planet by using high-impact, environmentally-responsible marketing. Our Green Living calendar is printed on paper containing post-consumer recycled content and is certified by the Forestry Stewardship Council^® and in full compliance with the Sustainable Forestry Initiative^SM.

Call today or visit our Web site at www.tpmco.com to order.

The Power of Planning

2009-07-08T14:33:00.000-07:00

In 1952, three percent of the graduating class of Yale University responded "yes" to a survey asking if they had written goals. Twenty years later, the net worth of those three percent was greater than the combined net worth of the other 97 percent of their class. This illustrates the point that the first step in achieving success is having a written plan.

Begin your business plan by writing out your objectives for the coming year. Include your goals (how much do you want to make in 2009?), any foreseeable obstacles to those goals (a cooling real estate market) and possible solutions (increase your visibility in your community).

Mapping this out will help you focus on achieving your goals and help you to be more prepared for any setbacks.

For the plan to be effective, your daily actions need to reflect what is written in your plan, which in turn reflects your goals. In the daily competition for market share, the successful professional is the one who knows his or her goals and exactly how to achieve them.

Don't just hope this year will be different, plan for it.

Effective Follow-up Marketing

2009-07-07T10:12:00.000-07:00

You allocate a major portion of your marketing budget each year to attract new clients. But how much do you spend following up with these clients once their transactions have been completed? Continuing to build positive relationships with past clients can be extremely valuable to you. Here's how:

Client follow-up programs from The Personal Marketing Company can help you keep in consistent contact with past clients so they think of you for their future real estate needs and refer you to their friends and family. Choose from the following programs, designed to make a big impact for a low price:

Expressibles- exquisitely-designed jumbo postcards mail every quarter for the next three years for only $10 or five years for $13.

Today's Living- magazine offers engaging articles and beautiful photos that will appeal to the entire family. Sign up to have Today's Living delivered to your clients every spring and fall for three years for only $12 or five years for $15. Your clients will also receive address labels personalized with their information as a special "thank you."

Expressibles and Today's Living are both personalized with your signature, contact information, color photo and logo, as well as your clients' names printed on the front to grab their attention.

Continue a caring connection with valuable past clients. Call me today for more information on either of these programs or to learn about our ProPower™ package, the ultimate client follow-up program.

Do What You Love ... and Love What You Do

2009-07-02T10:29:00.001-07:00

Do you have difficulty getting up in the morning?

Are you always tired?

Do you forget things?

Do you lose your temper easily?

Do you feel overwhelmed most of the time?

When at work, do you look at your watch?

Are you bored?

If you answered "yes" to two or more of these questions, you may be burned out on your job. Changes in the real estate market can be stressful, but don't worry, the following advice may help you rediscover your enthusiasm:

Build a support system. Real estate is a social business - agents who thrive in real estate are friendly and outgoing people. When you have a bad day, it's important that you have co-workers, friends or family members to turn to for support or just to share a laugh. Cultivating relationships can make you feel connected to others and help reduce stress.

Add fun to your daily work life. Buy an amusing calendar for your desk or take the time to read a funny e-mail. Staying positive can help you see the humor in stressful situations.

Be kind to yourself. It's easy to be critical when things aren't going the way you'd like, but you'll feel more confident if you focus on your favorable attributes. After you've had a successful closing or anytime you are feeling particularly proud of yourself, write a list of your best qualities and keep it in a safe place. Then, anytime you feel discouraged, refer to it and focus on those traits.

Finally, remember why you chose a career in real estate in the first place. Was it because you enjoy being with people? Were you excited to help a family find the home of their dreams? Did you yearn for the freedom and flexibility that a career in real estate could offer?

Consider taking a class or joining a professional group; furthering your education may spark that initial flame of interest again. You may simply need a challenge to re-ignite your passion for real estate and keep you from feeling burned out.

Finding Your Niche

2009-07-02T10:05:00.000-07:00

People who share common traits or interests form a niche. They may live in the same subdivision, work in similar fields, or participate in the same activities. By targeting a niche, you can direct your marketing specifically to what appeals to that group, which can increase your response rate and help you build successful relationships with your clients.

Begin by looking at your personal interests. Do you go to a gym regularly or volunteer for a cause? Have you always wanted to learn more about photography or how to change your own oil? Joining a group or taking classes are great ways to expand your horizons ... and meet potential clients.

If you're already active in your community, let those in your group know that you are an experienced real estate professional who would love to help with their home buying or selling needs.

To help ensure that they think of you and recommend you to others, consistently send them personalized postcards or newsletters. It's easy with My Personal Advantage^SM - you can create and maintain multiple lists, select what each contact receives and how they receive it, on a one-by-one basis. Stay in touch by sending valuable information that appeals to their specific niche.

Green up your next marketing campaign with us.

2008-11-21T13:48:00.000-08:00

A new definition to the term "junk mail".

Did you know that over one-half of all paper used in the U.S. is now recovered from the waste stream? The American Forest and Paper Association says that 38 percent of wood fiber used in the U.S. for paper production is from recovered paper.

All of the paper used to create The Personal Marketing Company’s printed products contain post-consumer recycled content and they are produced alkaline and elemental chlorine-free (ECF). This increases the recyclability and completes the recycling loop.

Twice as many reasons to feel good about your marketing.

All of the paper products we use are double certified in compliance with the SFI (Sustainable Forestry Initiative), protecting rain forests, old growth forests, and forests of significant conservation value and have been certified through the FSC (Forestry Stewardship Council) Chain of Custody Certification program monitoring the responsible use of raw materials from well-managed forests.

Sometimes it’s as much about how you do it, as what you do.

By applying sustainable thinking at the design stage, we carefully create products to get the most from every sheet of paper and minimize cut-offs and waste in the printing process. With the waste we generate, it is recycled to capture the most value we can from our natural resources.

The gloss coating on our postcards is a unique environmentally-responsible coating compared to traditional UV-coatings. Our coating emits a very low VOC when applied and is 60% water. The coating is completely biodegradable and yields more usable recycled fiber than its UV-coated counterparts during recycling, creating less solid waste and more usable paper.

Smart Marketing Hint: Using a postcard or one of our self-mailing newsletters is a great way to eliminate the need for an envelope - an easy way to reduce waste, energy, and emissions.

More than 100 different marketing tools and campaigns that can be delivered without a single sheet of paper per ounce of gas needed.

Our e-marketing tool, My Personal Advantage, offers more than 100 unique, graphic-rich digital marketing tools and marketing campaigns including e-cards and e-newsletters whose delivery avoids the environmental impact of printing and transportation. Digital delivery marketing is just one more good reason The Personal Marketing Company is the smartest choice you can make.

Little things make a big difference.

We’re committed to reducing waste and recycling wherever we can. From our manufacturing and office paper to aluminum cans and toner cartridges, we offer recycling options. If you stop by and need a drink, you’ll see that the break room is equipped with a reverse osmosis water filtration system so our employees don’t have to buy water in bottles or use plastic or paper cups. We understand sustainability is more than just a recycling program.

With so many brokers cutting back, what type of technology is still worth investing in?

2008-10-16T16:56:00.000-07:00

For every function of the real estate business there is a tool that promises to automate it. In today’s market, technology tools must deliver a two-fold return on your investment. First, they must drive sales in the door and second, they must increase the efficiency of your current business.

Putting an integrated marketing system in place to consistently stay in contact with prospects and clients is the best investment to attract a steady stream of business. Technology that empowers an agent to manage their contacts, create and implement a multi-channel marketing program, and monitor their budget is a sound investment today, and the foundation for long-term success.

To reach consumers today requires a change in the mindset of marketing - from old school strategies and target audiences promoted with campaigns and blasts, to a one-to-one relationship-building marketing program.

Most consumers today live rich, busy, and unique lives with full mailboxes and spam folders filled with automated messages designed to make agent marketing effortless but with little regard for who the consumer is and their interests. Consumers are drowning in marketing messages, but very few of these reinforce a relationship.

The marketing systems available are as varied as each agent’s business. Consider five key factors when choosing the right solution for your specific needs.

Three channels, one goal. Marketing systems are tools for empowering agents to build personal contact. No amount of direct mail or emarketing will ever be more powerful than personal contact. An effective marketing system should include all three.
Differentiate. Break the perception that all real estate agents are the same. Use a system that provides a selection of unique creative materials that set your marketing message and you apart from other agents.
One-to-one communication. Consumers respond to messages that relate to them and their interests specifically. Choose a system that provides the opportunity to focus your marketing. Clients are individuals and shouldn’t all be treated the same.
The message and the medium. Direct mail and emarketing are very different mediums and consumers respond differently to them. Repackaging the same old, tired letters in an email format is simply ineffective. Because you send it, doesn’t mean they get it when it comes to email marketing. When it comes to direct-mail marketing, because you mail it, doesn’t mean they read it.
More isn’t always better. Shop for the features you need and understand. Choosing a system with too many bells and whistles can increase the learning curve and then, you’re not likely to use it. When it comes to technology solutions, too many options can paralyze. Get what you need and will use.

The biggest mistake an agent can make implementing new marketing technology is to allow it to insulate them from the core of their business - the relationship. The benefits can be huge for putting systems in place to achieve consistent results with their marketing.

The key question when determining the suitability of technology for your marketing is to ask, “How will a consumer benefit from this?” Technology tools for marketing exist so the agent can spend more time doing what they do best - building relationships.

Robb Murry
Chief Marketing Officer at TPMCO

New Marketing System for KCRAR Members

2008-10-07T12:00:00.000-07:00

Kansas City Regional Association of REALTORS (KCRAR) with a membership of approximately 10,000 agents has partnered with The Personal Marketing Company, creators of customized, personally-branded real estate marketing campaigns, and announced the successful launch of a new, expedient online tool to help real estate agents more effectively build relationships and win business.

Lenexa, KS -- October 6, 2008 -- This is the first collaborative project for KCRAR and The Personal Marketing Company. The program, KCRAR's Advantage, is a set it and forget it way for agents to stay in contact with clients and prospects through dynamic, high quality interactive and direct mail marketing. Lori Scott, Product Manager for The Personal Marketing Company, describes the partnering and the communication solution:

"KCRAR and The Personal Marketing Company share a commitment to providing innovated tools that help today's real estate professional connect with consumers. KCRAR's Advantage is an example of that commitment. The program simplifies agent prospecting, facilitates the development of strong, valued relationships and, ultimately, allows agents to establish a dominant presence in their marketplace."

To begin the program, an agent inputs an individual's contact information and, at the push of a button, e-mails or direct mail pieces are generated and delivered. Essentially, when the agent meets a prospect at an open house, he or she can enroll that prospect in an active buyer campaign from any computer with internet access. For the next eight weeks, the buyer will receive personalized, branded e-mails (or pieces of direct mail) with progressive messages that speak to his or her unique real estate needs.

KCRAR's Advantage also serves as a comprehensive contact manager. It tracks outgoing e-mails and includes a complete marketing log for each client. Agents can view all communication with any given person, from campaigns they're enrolled in to every e-mail, e-marketing or direct-mail piece that's been sent.

For more information, visit The Personal Marketing Company online at www.tpmco.com.

About KCRAR:
In January 2001, the Metropolitan Kansas City Board of REALTORS® in Missouri and the Johnson County Board of REALTORS® in Kansas became the Kansas City Regional Association of REALTORS®. Today, the Association is one of the largest trade organizations in the nation. The Kansas City Regional Association of REALTORS® was established to protect the rights and privileges of home ownership, to maintain continuing avenues of education and to improve the standards of the real estate profession. The Association exists to serve its members, potential members and the real estate community.

The Association is dedicated to exerting beneficial influences upon the real estate business and related interests. A unified medium is provided whereby the interest of real estate owners and those engaged in the real estate business can be safeguarded and advanced. The Association is affiliated with the National Association of REALTORS® the Kansas Association of REALTORS® and the Missouri Association of REALTORS®, and only members of a local Association or the National Association can legally use the term REALTOR®. All members agree that they will abide by a strict Code of Ethics. The Code of Ethics was first adopted in 1913 and has been revised several times since then. For more information about KCRAR visit www.KCRAR.com.

The Meeting of Minds - Two of Real Estate's Leading Forces Join to Provide Agents a New Way to Increase Sales Productivity

2008-09-04T09:21:00.000-07:00

Weathering the storm. More than ever, this is the mindset of real estate professionals throughout the country. Implementing systems to increase sales productivity and hit the six-figure mark is taking a back seat to doing what's necessary to bring in enough income to pay the mortgage.

For the last 15 years, Leader's Choice-educated agents have enjoyed success while many have left the business altogether. Leader's Choice graduates double their listing inventory, double their sales and generate more commissions. Now, Leader's Choice has joined forces with The Personal Marketing Company, creators of customized, personally-branded real estate marketing campaigns, to create an innovative and expedient online tool.

Leader's Choice and The Personal Marketing Company have announced the development of their first collaborative project, Leader's Advantage, a set it and forget it way for agents to personally touch their clients or potential clients, on a consistent basis, with interactive and direct-mail marketing. Robb Murry, Chief Marketing Officer for The Personal Marketing Company, describes the partnering:

"We are proud and privileged that Leader's Choice has chosen to partner with us. Founder Mark Leader is an established author and a skilled communicator whose organization of dedicated trainers has helped 20,000 agents grow their business more than 200 percent in nine weeks. To give agents the opportunity to implement the methods taught during the Leader's Choice program, we developed Leader's Advantage."

Leader's Advantage is an automated, online system that is the antithesis to the costly, cumbersome programs that complicate rather than simplify agent prospecting. To begin the program, an agent inputs an individual's contact information and, at the push of a button, e-mails or direct-mail pieces are automatically generated and delivered. Essentially, when the agent meets a potential client at an open house, he/she can enroll that potential client in an active buyer campaign from any computer with internet access and for the next eight weeks the buyer will receive personalized, branded e-mails (or pieces of direct mail) with progressive messages.

Leader's Advantage also serves as a comprehensive contact manager. It tracks outgoing e-mails and includes a complete marketing log for each client. Agents can see all communication with any given person from campaigns they're enrolled in to every e-mail, e-marketing or direct-mail piece that's been sent.

For Jonathan D. Nicholas, President of Leader's Choice, Leader's Advantage is the solution to an ongoing challenge facing agents everywhere. He explains:

"Years ago, there was a study that opened my eyes to the disconnect between customers and agents. The study showed 80 percent of customers as satisfied at the closing table. However, only 11 percent of those satisfied consumers utilized the agent a second time. Why? As an industry, we have poor follow-up habits. Our partnership with The Personal Marketing Company solves this dilemma once and for all."

Putting the New in Newsletter Marketing for Real Estate Agents

2008-08-27T15:12:00.000-07:00

Lenexa, Kansas (August, 2008) - As the real estate industry becomes more and more competitive, it becomes increasingly difficult for agents to differentiate themselves from their competitors. With this ever-present challenge in the forefront, The Personal Marketing Company (TPMC) is proud to announce the release of the Lifestyle Hybrid, a revolutionary marketing tool that works simultaneously as a personal brand-builder and relationship-builder.

Mike Baugher, Brand Development Specialist with The Personal Marketing Company, had this to say about their new marketing tool:

"We call it the hybrid because it is a unique blend of a content-rich newsletter with the personal branding impact of a comprehensive marketing piece. When a consumer receives the Lifestyle Hybrid from an agent in the mail, they get the message that this is someone who is top-notch."

After the Lifestyle Hybrid was previewed by The Personal Marketing Company’s elite clients, the response was overwhelmingly positive. Across the board, agents were impressed with the print quality, the premium paper stock and, above all, the emotionally-compelling content.

With the introduction of the hybrid, The Personal Marketing Company proves that first-rate marketing materials don’t have to break the bank. High-quality, high-impact collateral can be affordable even when ordered in quantities as small as 50. Agents also have the luxury of deciding how frequently they’d like to mail whether it’s quarterly, monthly or even bi-monthly.

Still, the biggest draw may be the convenience. Literally, the only step an agent needs to take to get his or her own customized Lifestyle Hybrid is pick up the phone and call one of The Personal Marketing Company’s Marketing Development Consultants. From that point on, The Personal Marketing Company takes the reins, spearheading each and every phase of the creative process from content development to printing and final mailing. A customized, personally-branded Lifestyle Hybrid is not only a first-class marketing piece; it’s a cost effective, on-demand, hands-free resource.

The September issue is the premiere edition and it is mailing next week. For marketing savvy agents looking to the future for ways to get noticed in today’s competitive market, the Lifestyle Hybrid offers a dynamic and convenient solution. To find out more about this cutting-edge tool, contact the Personal Marketing Company.

For more information, visit our Lifestyle Premier page.

Keeping It Consistent - How Agents Achieve Hassle-free Marketing

2008-07-22T13:37:00.000-07:00

By Maria Patterson

RISMEDIA, July 18, 2008-In the cost-cutting frenzy of today’s real estate market, it’s easy for brokers and agents to make fatal mistakes when it comes to their marketing budgets. It takes a discerning eye to determine which expenditures can go…and which ones absolutely must stay.

“There’s a basic difference between advertising and marketing,” explains Gloria Frazier, broker/owner of the five-office, 60-agent ERA American Realty of NW Florida, Inc. “I’ve dropped 90 percent of all my print ads and am using those budget dollars in areas that I consider to be a direct marketing effort.”

One of the marketing partners the 27-year real estate veteran has worked with for approximately 10 years is the Lenexa, Kansas-based Personal Marketing Company (TPMCO). For years, Frazier has been merging products from TPMCO, such as postcards and newsletters, with marketing programs put in place by ERA corporate. Therefore, when TPMCO approached Frazier with the My Personal Advantage program, she was immediately receptive. The Web-based program would allow agents to systemize their marketing efforts with virtually no effort.

My Personal Advantage is an online marketing management tool for agents that allows them to create and implement a marketing plan with the push of a button. The program can be used anywhere, from any computer, and enables agents to not only reach out to clients and prospects in a consistent manner, but to monitor the results of their campaigns.

“This was a great option for getting our agents back on board with prospecting,” explains Frazier, adding that a systematic marketing program is more critical for agents than ever before. “It’s the only way they can survive in this market. Business is no longer falling from the sky-this is an excellent way to start turning some rocks.”

Once clients and prospects are enrolled in My Personal Advantage, the program basically takes over. TPMCO prints and mails direct-mail pieces, composes and sends e-mails, and sends agents reminders regarding follow-up. Agents can include links to their website in the marketing materials-My Personal Advantage will automatically enter leads into the system and create a follow-up campaign, texting the agent to remind them to get in touch with a prospect. The entire program is available at only $9.95 per month for agents.

Cindy Manchester, an agent and new agent trainer with Chinowth & Cohen Realtors in Tulsa, Oklahoma, believes that the only way to get business in today’s market is to “continually and consistently stay in touch” with clients and prospects.

“There are plenty of Realtors for customers to choose from,” says Manchester. “Statistically, people will contact the Realtor they’re familiar with or that someone refers them to. The majority of my clients are referral clients-marketing is essential to getting new business and creating new clients.”

Manchester believes the My Personal Advantage system is an excellent way to achieve her marketing goals. “When I looked at my marketing plan, I realized I had to do something less expensive (Manchester had been spending $400 a month on a magazine program) but needed to stay in front of clients and continue prospecting on a regular basis. My Personal Advantage is a low-cost, easy-to-use, systematic product for my marketing plan.”

While the cost and simplicity are big pluses for Manchester, the most compelling part of My Personal Advantage is its ability to systemize marketing. “It automatically does whatever I want it to do-mailers, postcards, e-mails…I don’t know anything else you could do for $10 a month that has the impact and ease of use.”

Manchester also advises the new agents she trains to use My Personal Advantage from the get-go. “I tell them that the sooner they put a marketing system in place, the better off they’ll be; that way, as their business grows, they can concentrate on working with buyers and other dollar-productive tasks. So many new agents get a couple of closings and think they’re set. Then they forget to market and two months have gone by and they have nothing in the pipeline.”

Critical to the effectiveness of My Personal Advantage, of course, is the quality of the products it produces. “Sometimes we don’t give consumers the credit they deserve,” says Frazier. “When they get something in the mail or e-mail, they want it to look good and be sharp. They don’t want crooked photos or postcards run off of a black-and-white copy machine.”

For Frazier, My Personal Advantage also plays a significant role in the recruiting process. “We’re the only company in this area that has this,” she explains. “When we sit down to talk with a new agent, we spend half to three-quarters of the time talking about our marketing, because that’s the missing key in most every company. Every new agent wants to know, ‘what am I going to do to get business and who’s going to help me with that?’”

Ultimately, Frazier and Manchester strongly believe that a systematic marketing plan provides agents with a critical competitive edge. “You have to do something to stand out in the crowd,” says Manchester. “Putting something professional in front of consumers on a regular basis is a big advantage in today’s market.”

For more information, visit www.mypersonaladvantage.com

Personal Real Estate Branding - Staying Consistent to Stay Ahead of the Crowd

2008-07-17T13:18:00.000-07:00

By Beth McGuire

RISMEDIA - No longer are the days when all an agent needed to do in order to succeed was be a good salesperson. Today, agents need to be better marketers. The marketplace is overloaded with agents, and that can present quite a challenge in trying to stand out from the crowd. It’s really competitive, and it can be overwhelming for prospective clients.

So what’s the best way to stand out from the competition and be known in a market as the real estate expert? Create and maintain a personal brand that captures who you are, what you do and what makes you unique.

Everyone has a personal brand; a person’s current personal brand is positive, negative or neutral. The challenge is to define and build upon the brand desired. Branding oneself is not only used to gain attention, but to demonstrate to the target audience that you can provide a solution to your clients’ real estate problems.

What’s in a Brand?

The most telling indicator of a good brand is that it connects with a target audience on an emotional level. In order to develop a successful brand, however, it is important that agents truly understand the needs and desires of their prospects and customers, and then integrate that strategy throughout their business and marketing materials.

Motivational author Napoleon Hill states it better than anyone else: “People buy your personality and ideas long before they buy your products and services.”

Branding is the foundation on which success lies. Many agents wonder why it is that some less-than-personable agents seem to outsell them year after year. “It’s because they’re good marketers,” says Rob Murry, chief marketing officer of Lenexa, Kansas-based The Personal Marketing Company. “Real estate is an emotional business and, because the market has changed so much, visibility is often more important than ability. And it’s all because it creates the perception of success.

“To prospects, they attribute how much they’ve seen an agent’s marketing-and whether it’s good or not-to how good of an agent that individual must be,” Murry continues. “They think, ‘I’ve seen that guy’s signs everywhere. I get his mailings all the time. Wow. He must be good!’”

Being associated with a respectable real estate company may help influence a customer’s decision as a seal of approval, but it is not what sets agents apart. There are many other agents who also work under that same company umbrella. What sets agents apart are their personalities, identities and things they bring to the table that no one else does.

Oftentimes, agents will tell their clients that they’re number one when it comes to honesty, integrity and customer service. But how many number-ones can there be?

Besides, those are all expected attributes, and consumers can’t exactly evaluate an agent upfront on those types of characteristics when they have yet to work with him or her. So making statements like that upfront doesn’t really serve a purpose.

The Burning Question

So how do agents stand out amongst the competition? They do something different. Once they determine what makes them unique in their market, they develop a logo and a slogan that helps define their own brand-a brand that creates an emotional connection. Why?

Because choosing an agent is an emotion-based decision. If prospects like an agent-if they can find a connection-then they’re more likely to seal the deal. Furthermore, once the agent’s brand is established, it needs to be used continually throughout all their marketing materials in order to attract, solidify brand recognition, and keep that agent top-of-mind.

Let’s face it. Agents are known for their personalities but, truth be told, can only spend so much time networking. They know they need to stand out, do something different and specialize in one area or another. They can do that through an effective brand-one that keeps everyone in their target audience associating their name with all things real estate.

“This business is all about perception,” says Murry. “Consumers think that all real estate agents are the same. Because they don’t see any differentiators, they don’t see the perceived value, and are more likely to want to pay less if they think they can get the same thing somewhere else. But when you’re a specialist, you have a unique value and are known for something specific. Position yourself as a specialist and market yourself as such to get the business.”

The Personal Marketing Company has designed systems to help agents do just that. “In 2007, we worked with more than 70,000 agents in North America,” says Dena Kelly, a marketing development specialist for the company. “Our goal is to help them identify their positioning and then develop and implement their personal brand.”

A System Developed Just for Agents

The Personal Marketing Company helps agents establish a positioning. The process is simple and painless. Each agent works with a marketing development representative to fill out a questionnaire and personal marketing tool. The team at TPMC then reviews the responses and conducts an interview to help really determine the agent’s personality and what his or her positioning should be.

“We help identify and position you so that you stand out,” says Kelly. Once that is established, a logo and slogan are created. Other custom-made marketing materials usually follow, such as a personal brochure, market card, and house market flier, with all pieces carrying out the same look and feel-the brand.

“Consistency in the client’s mind is the way to gain ‘mind share,’ which is a way to move ahead,” says business coach and Realtor Shanan Steere of Keller Williams Realty Partners, Inc. “I’ve discovered huge strength in partnering with The Personal Marketing Company in helping set my image apart and gaining market share.”

The next step is to establish a personalized, 12-month marketing plan where TPMC can develop and distribute e-mail, design, print and mail traditional mail pieces, and consult on Web development and other personal communication tools.

“The idea is that we’re a one-stop shop,” says Lucas Stevens, a marketing development representative for the company. “We can do as much or as little as an agent wants. Basically, we take care of the marketing so agents can focus on what’s most important-their business.”

Randy Vanderpool, an agent with Keller Williams Partners, Inc., agrees: “They’ve really fine-tuned and helped me focus my marketing to a more personal level. But, quite honestly, the best thing about The Personal Marketing Company is the level of personal attention they give,” he says. “It’s really nice being able to talk to experienced real estate marketing people who can help me from planning through implementation.”

Stay Consistent-and Ahead of the Crowd

What makes an agent successful is not only standing out with his or her own unique brand, but perhaps more important, being consistent throughout all their materials, business, and face-to-face meetings. This can make the difference between chasing deals and actually buying and selling. Real estate has become a marketing business, and in today’s market, it is essential to have more than just attractive materials.

Agents can build their businesses by building market share through continuity, effective advertising and investing money where it matters most. Marketing themselves and what they can do for their clients is essential, as is considering where to spend precious advertising dollars. When they think outside the box, understand their specialization and focus on their niche, they start to see positive change. Choosing an agent is definitely an emotional decision. Now more than ever, the agent with the best brand will be the most successful.

For more information, visit our Personal Branding page.

A New Marketing Trend Reaches Buyers Many Listing Agents Overlook

2008-06-25T12:45:00.000-07:00

Changes in the real estate market and the increasing costs to market a listing has agents joining the latest trend to reach buyers using hand-to-hand property marketing. Today, The Personal Marketing Company (www.tpmco.com) announces the introduction of its new line of Pocket Promoters designed to give agents a high-impact tool to capitalize on the growing hand-to-hand marketing trend.

Smaller than a standard postcard, Pocket Promoters are the size of a business card and can be put on the counter at the dry cleaners, at the gym, a favorite restaurant, or on a community bulletin board to attract potential buyers that may never read real estate ads in the newspaper or be on an agent’s mailing list. For under $25 an agent can have 100 Pocket Promoters printed and delivered with a full color photo of the property, a detailed description, and the agent’s photo and contact information.

Changes in the real estate market and rising postage costs have agents watching how they invest their marketing dollars to get the best results. Pocket Promoters are a tool that will put an agent on the leading edge of marketing trends and put them in a position to get the benefits of hand-to-hand marketing strategies for attracting buyers to their listings.

"Today successful agents are getting creative with how they market. An agent with a golf property listed could put a stack of Pocket Promoters advertising that property on the counter at the local golf shop. Talk about reaching a targeted audience!"
says Cathie Pflaumer, Marketing Development Consultant at The Personal Marketing Company.

Pocket Promoters can be ordered directly from The Personal Marketing Company with several custom options including choices of colors and fonts at www.tpmco.com or by calling 800-458-8245.

Marketing Tip: Budget savvy agents use Pocket Promoters to promote open houses and to place in the home instead of expensive house flyers.

New Personal Branding Packages

2008-06-11T14:17:00.000-07:00

In today’s market, it’s more challenging than ever to stand out from the crowd of agents and get consumers to understand you’re not just “another real estate agent”. That's why we've started a Personal Identity Marketing Program. Working directly with a team of our top notch marketing pros including marketing strategists, graphic designers, and creative writers you can develop your own unique personal brand and a system for making a big impact in your market.

Visit our site to learn more

Living Well Newsletters

2008-05-29T14:02:00.000-07:00

With something for everyone, this 4-page newsletter will grab the attention of the entire family. Within the pages of this monthly newsletter, your prospects will enjoy everything from home tips to wellness information to consumer information and more. A tasty recipe is also featured in each issue. Living well prints with up to 7 lines of your personalization, your Web site address, your color photo and color logo.

Take a look at Living Well

The Personal Marketing Company also offers several other varieties of Real Estate Newsletters. To see our other real estate marketing products visit our homepage www.tpmco.com.

Market Impact Series

2008-05-14T13:50:00.000-07:00

Don’t Let the Market Control Your Business

Get your clients off the fence and in their new home using this powerful direct mail series designed to educate consumers with the real story about today’s real estate market.

With the doom and gloom reporting on the evening news, it’s easy for consumers to get the wrong impression. What informed consumers know is that long term trends prove that real estate is consistently a great investment.

Our exclusive Market Impact series of direct mail postcards communicates to everyone on your mailing list eight key reasons why now is the right time to call you.

Click here to order now

Free Marketing Plan Guide

2008-03-12T11:17:00.001-07:00

Sit down with our FREE Marketing Plan Guide and answer some easy questions in the workbook about what you want from your real estate business and who you like to do business with.

When you've got it done, we'll take it from there. We'll develop a detailed 12-month marketing plan to help you create that business you want. You'll be getting the benefit of putting a marketing expert to work for you.

You'll learn how to systematically approach your marketing in every area of your real estate business:

* How to stand out from the other agents in your market.
* The who, where, when, how many, and how often of prospecting.
* How to get referrals and what to do with them when you get them.
* Keeping your past clients thinking of you and calling you.
* Attacking FSBOs and Expireds (it's easy if you know what to do).

Best of all, we'll show you how to put systems in place for managing all of your marketing efforts in less than 10 minutes a day. Together we can create a plan for your business. We'll handle the details of making sure your marketing is going just like you planned it.

Click here now to get your free guide.

Elements Newscard Targets the Time-Pressed

2008-03-04T06:37:00.000-08:00

The Personal Marketing Company (TPMC) announces the introduction of a new solution to help build relationships with prospects and clients. The TPMC newscard – ElementsTM – is published monthly and is targeted to the time-pressed, entry-to-middle level real estate market. Each issue, produced in a large postcard format, includes concise, valuable information on the topics of DIY/Home, Health, Technology and Travel/Leisure for widest appeal. Elements features an attractive price point that positions it between a traditional newsletter and postcards. Elements is offered on a subscription system that gives agents a way to put their mailings on an easy to manage automatic program. The set-up is simple and the agent decides the frequency for the newscard to be mailed. There are no contracts and while the subscription automatically renews, they can make changes to their mailing list and schedule at any time.

“Newsletters are one of the strongest client follow-up tools available,” says John Wendorff, CEO of The Personal Marketing Company. “They allow you to stay in touch with customers on a consistent basis with something that has value today and this new product offers great value and quick readability.” Retention is greater than with postcards and the pass-along value remains high to friends and family members. Contact The Personal Marketing Company by phone at 800-458-8245 or order via the Web at www.tpmco.com. TPMC will also help agents with developing marketing plans that include the Elements newscard.

The Evolution of Real Estate Marketing: My Personal Advantage

2008-02-22T07:44:00.000-08:00

Lenexa, Kansas (February, 2008) – Real Estate marketing is about building relationships with people. All other things being more or less equal, people buy from people they like, trust and respect. Once a real estate agent has built up a network of relationships the sales come as a natural result. The best way to build those relationships is to communicate with prospects and clients on a regular basis. What most real estate professionals don’t realize is that marketing can, at times, become complicated, expensive and time consuming. The Personal Marketing Company (TPMCO) developed the web-based My Personal Advantage^SM – a true one-to-one marketing system to help reduce that complexity and save money and time.

Getting personal with your contacts

There was a time when mass appeal marketing made sense and produced results. Today’s consumer is not willing to stop and pay attention to anything that doesn’t speak to him or her directly. The Personal Advantage system allows agents to manage contacts the way the contacts prefer to be managed. By utilizing unique content, customizable timeframes, and preferred delivery methods (print or electronic), agents are able to segment their clients and target each segment with marketing that will appeal to their individuality.

“The idea is that sending information that’s more relevant strengthens the agent’s relationship with that client or prospect and answers the consumer value question, ‘What’s in this for me to make me take the time to look,’” says TPMCO president John Wendorff. “It makes the agent look more relevant, too, by communicating the right message to the right contact at the right time.”

In about 10 minutes a day, and for $9.95 per month, Realtors can quickly gain control of their marketing plan and put My Personal Advantage^SM to work for them. It’s a marketing tool that’s ready to go and works 24 hours a day, 7 days a week. For the first time, agents can have precisely the right blend of email, direct mail and personal touch points in their marketing plan. It has more than a dozen built-in marketing campaigns, each with automated delivery of email, direct mail and personal contact reminders - all tracked so users get measurable results.

My Personal Advantage^SM was launched in late 2006 in beta test form to gather real-world feedback from agents using the product daily. The product officially rolled out to the Real Estate market this past summer and is now enhanced with upgrades to a number of features; including improved functionality for managing databases, fewer steps to implementing campaigns and improved reporting features.

My Personal Advantage^SM is an extremely sophisticated system on the back end, but for the user it is very simple. With just a few clicks a user can set up their database and categorize prospects and clients according their various interests – young married couples, empty nesters, second-home buyers, investors, etc. This information can be changed at any time. One of the most significant benefits of the Personal Advantage system is that it’s completely web-based. There’s no software to buy, learn or update and it’s accessible from any computer. The system will manage the user’s information assets – logos and photos and execute campaigns as part of the agent’s marketing plan seamlessly and effectively.

Agents like it

Joe Pruett, an agent with Bank Plus Realty in Pembroke Pines, Florida appreciates the ease of use. “It seems like most systems and programs have a learning curve and it was so nice to see something so simple and intuitive that it worked just fine immediately.”

Eddie Hurt, a Realtor for nine years with ERA® Shields Real Estate in Colorado Springs, Colorado is an early participant in My Personal Advantage^SM. “I like the way it gives reports,” he says. “I can see how many mailings have been sent out and when. That allows me to keep control of my marketing plan and see what’s going on.”

The Personal Advantage marketing system was designed with the new agent in mind, as well as the industry veteran. According to Lori Scott, Product Manager for TPMCO, “Veterans realize it’s hard to maintain multiple lists in multiple places and brand new agents have the ability to control their budget right away.” With the Personal Advantage system, if you have the $9.95 monthly service fee you can start out marketing to just one prospect.

For a limited time, interested agents may try out the My Personal Advantage^SM marketing system for 90 days free of the monthly service fee. This includes unlimited emails and any printed materials will just have a charge for the printing and mailing. Visit www.MyPersonalAdvantage.com or call 800-833-1522 for more information.

Cutting-Edge Technologies

The Personal Advantage system was built on top of the latest Microsoft® .NET technologies. This allowed TPMCO to create a rich, fully-featured software solution that will be easily enhanced and upgraded over time. It also helps to ensure customer data is secure, but easily reached when needed. As mentioned before, an agent only needs access to a web browser (i.e. Internet Explorer®) to maintain their account. The Personal Advantage system also supports Microsoft Excel® documents for importing contact lists.

About The Personal Marketing Company

The Personal Marketing Company offers a wide variety of personalized marketing materials for the professional real estate salesperson. The company’s offerings include such traditional direct mail solutions as Real Estate Newsletters, Client Follow-up Programs, FSBO Drip Packs, Real Estate Postcards, and Real Estate Business Cards. Recently the company expanded into electronic marketing with email marketing and contact management solutions through My Personal Advantage^SM at www.MyPersonalAdvantage.com or 800-848-1522.

Responding to the sales and marketing needs of more than 66,000 clients, the company has established itself as a leader in providing customers with affordable and effective personal marketing systems. The Personal Marketing Company has specialized in helping real estate professionals build relationships through the use of personalized electronic and traditional mailings and ongoing follow-up programs since 1978.

New Online Ordering System Puts You in Charge

2008-02-21T14:04:00.000-08:00

Lenexa, Kansas (February, 2008) – The Personal Marketing Company (TPMC) is launching a new online ordering system that will allow you to design and preview business cards and postcards with your personalized information before you place the order. In addition, you can now upload and manage a library of photos and logos and manage mailing lists from wherever you are, whenever you want. There is no more need to worry about mailing lists being maintained on company hard drives or websites. You control the information and it is safely protected by password.

Key features of the new Online Ordering System include:

Ability to change your personalization with each order
Easy ordering for office administrators when placing orders for multiple agents
Manage mailing lists faster and easier than before
Select mailing lists online at no charge with any accompanying print order – now with more available selection criteria to better target mailings
Easily view order history and implement faster re-orders
Store and manage your own photo library online

The online preview system gives you more control over design and it keeps the process moving quicker. Now, 24/7, every day of the year you can visit http://shop.tpmco.com and quickly place an order, manage and update your lists, or setup or modify a design. You have the control you want through our new online preview that allows you to edit material in real time! Once you are happy with it, place the order and you’re done.

Whether you are managing the orders for one agent or dozens in an office, the process is quick, easy and gives you the control you need.

About The Personal Marketing Company