Special Report …
Could this story about two farmers and their cows transform your business?
A Simple Lesson That Will Lock Clients to YOU for Life
Dear Fellow Real Estate Professional,
I want to share a story with you that will most likely change the way you look at your real estate business. It’s a story that legendary business-building guru Dan Kennedy tells. It’s a story that illustrates a mistake most real estate professionals make.
It goes something like this …
Two guys decide to start their own farms. The first guy runs out and buys a bunch of cows for his farm because he believes that he can turn the cows into profit.
The second guy wants to buy cows, too, but he realizes that he doesn’t have the proper setup to handle the cows and turn them into profit. So instead of racing out to buy cows, he calls a fence company and has a massive fence built around his pasture. Once the fence is installed, he orders cows for his new farm.
The first farmer’s cows arrive, and slowly but surely they wander away because he didn’t do anything at all to keep them in his pasture. He bought the cows, invested the money he thought would produce results, then he let them all just walk away.
The second farmer’s cows, on the other hand, nicely fenced-in, fed and nurtured by the farmer, stayed on his farm and produced income for many years to come.
Unfortunately, most people operate their real estate business just like the first farmer. Instead of investing in cows, however, they’re investing in leads for their business.
Let me stop for a second and introduce myself. My name is Mark Koestner, and from my years of experience in marketing and consulting for Brokers and Realtors, I can say with 100-percent certainty that most don’t have a real plan to handle the leads they generate.
They’re spending a fortune to generate all these leads, but they don’t have a way to keep these prospects engaged or involved. They repeatedly waste a TON of money by letting these prospects just wander off.
Where does this leave you?
It leaves you wasting time chasing prospects, begging for listings, asking clients for referrals – all with no way to keep your prospects in your pasture.
If you don’t lock clients to you, you’ll be forced to sacrifice your nights and weekends, working entirely on someone else’s terms.
Can you even count how many family events you have missed because you were with buyers, some of whom never even bought? Do you even want to think about how many times you let people you cared about down because of your schedule? The truth is agents constantly bend over backwards for clients, sacrificing time, energy and money, always chasing the next sale. And you do it for one primary reason …
It sounds bad, but you know it’s true. Your clients can easily replace you. You sacrifice your happiness to sell a home because you realize that there are many other agents competing for your clients’ business. These agents would gladly fit themselves into your clients’ schedules. If you don’t say “yes” every single time a client asks for something, you feel as though you could lose that client. The feelings are real and justified. Agents do lose clients all the time. Clients are not as loyal as they once were.
So you cater to the whim of every client, holding their hand, kissing their behind, because you know if you don’t, someone else will.
How to finally turn the tables
If a client wants you to be
available 24/7, and you’re not, they simply move on to the next
agent. But what if you could turn the tables? How much easier would
life be if you could simply move on to the next client, the way
these clients just move on? The only way this would be possible is
if you had clients than you needed.
What do you do with all of these leads?
Let’s get back to the story of the two farmers. Smart, successful agents are the ones who put a “fence” around the leads they generate. This is how they become irreplaceable in the clients’ eyes, and how they are able to simply move to the next client and work on their own terms.
After Dan Kennedy tells his
farmer story, he always says that the best fence a business owner
can build around his customers is a powerful monthly newsletter.
The key word is “good” newsletter. How do you come up with a “good” newsletter?
To make sure your newsletter is read and valued, you need to study other successful newsletters or publications. What publications have the highest subscription numbers?
First, you would need to study subscription rates. Second, you would need to study single-copy sales rates. These rates would give you an idea of what the market values. You should pay attention to what the market values. What are some of the key components in these magazines? Can you use these key components in your newsletter? Could they become part of your template?
Here are the top 10 subscription magazines/newsletters:
(Circulation Data obtained from Circulation Data provided by Audit Bureau of Circulations - www.accessabc.com)
# of subscribers
AARP Magazine 22,270,073
AARP Bulletin 22,270,073
Readers Digest 10,228,531
TV Guide 9,016,188
Better Homes and Gardens 7,268,424
National Geographic 5,468,471
Good House Keeping 4,623,113
Family Circle 4,372,813
Ladies Home Journal 4,108,619
Woman’s Day 4,060,610
Here are the top ten single-copy magazines:
(Information obtained from Audit Bureau of Circulations – www.accessabc.com)
Woman’s World 1,407,355
First for Women 1,262,581
In Touch Weekly 1,227,350
US Weekly 978,285
Family Circle 867,008
O, The Oprah Magazine 866,884
National Enquirer 812,686
This is extremely valuable information. Can you see why?
Take Reader’s Digest and study this magazine. Now, the reason to focus on Reader’s Digest is because it is one of the largest subscription magazines. This means that consumers pay to receive this each and every month. Also, because this is one of the top-selling subscriptions, you can feel pretty certain that the people receiving it actually read it. This is something you should pay attention to when preparing your monthly newsletter. In fact, you should study and learn from these top-selling publications. They have a formula that is proven. From a quick review of Reader’s Digest, you will note that each issue seems to have the following:
Articles surrounding the following topics:
3) Health Care
4) Stress/Clutter Organization
5) Celebrity Interviews
The magazine also has the following sections:
2) Jokes/Funny Stories/Comics
3) Mental Challenges
4) Readers Comments
In addition, the magazine features multiple advertisements and photos.
Let’s now take a look at TV Guide. Here are the Departments they feature each week:
1) Moment of the Week
2) Hot List
3) You Tell Us! – Comments from Readers
4) Behind the Scenes
5) Cheers & Jeers
6) Roush Review – Review of TV shows
7) TV Listings
8) Celebrity Gossip – similar to People Magazine
Both magazines also include photos. These photos are used to increase readership and improve retention. The photos are entertaining. In addition, it should be noted that both magazines feature multiple advertisements, running the gamut.
If you take some time and study these two magazines side by side, you might note a few similar items. For example, you will notice they both feature the following:
1) Interesting photos
2) Comments from Readers
3) Celebrity info
4) Interesting or entertaining articles
What does this mean for you? It suggests that you should model your monthly newsletter with similar articles and sections.
That’s not to suggest you copy any of their material. You instead can learn from their format. You could lay out a newsletter with various sections. The best newsletters include many of the items outlined above. The reason you should study these magazines is because they are proven winners. They have recurring readership and are read by their subscribers. By following this format, you know in advance that your newsletter will be effective. Loyal readers are loyal clients.
This is what my mentor, a broker named Rob Minton who now coaches hundreds of real estate professionals throughout North America, says about the newsletter that transformed his business:
In 2005, Rob hired me to write and edit his monthly newsletters, and I’ve written more than 60 – all following the successful template created from his original research. This newsletter has been so powerful at building a loyal following that he has received many letters, cards and notes about it from clients who read it religiously. Here is what some of Rob’s clients have told him about the newsletter I wrote for him:
Each month, I poured a ton of content into Rob’s newsletter – feature articles, tax tips, strategies for investing, advice for home owners, real estate news and more. This was a HUGE effort, for which Rob paid me a healthy full-time salary.
The reason Rob spent the money to hire me, a professional journalist, to write his newsletter is because it was such a valuable sales tool. By locking clients to him, the newsletter allowed Rob stop missing family events and re-arranging his schedule around his clients’ whims. Because it touches multiple clients, instead of just one at a time, a good newsletter is a “sales asset” that allows massive time leverage.
Listen, there are only two things to do to build a profitable real estate business. These two things are:
1. Get new clients
2. Retain existing clients
For some reason, agents seem to focus 95 percent of their time, energy and attention on getting new clients while past clients walk right out of the pasture. You have to agree – this doesn’t make very much sense, does it?
This happens because newsletters aren’t easy to put out each month. They take a significant amount of time, planning and effort. So even the agents who know a monthly newsletter should be a huge priority in their business just can’t seem to implement this strategy.
What’s strange is that they all read similar newsletters, and see that they’re successful.
Hundreds of agents are reading weekly and monthly newsletters, but they aren’t copying the strategy in their own businesses. For some reason, they experience this, but they haven’t thought of doing the same thing with their clients.
Can you answer “yes” to any of the following questions? …
1. Do prospects view you as “just another real estate agent?”
2. Do you struggle converting prospects into clients?
3. Do you find yourself wishing you had “higher-quality” leads?
4. Are you concerned that your clients will find another agent if you don’t kiss their rear end?
5. If you have agents on your team, are you worried that your agents will steal your clients?
6. Do you feel as if you have a lot of money invested into your database and need a way to make sure you get a return on that investment?
If you answered “yes”
to any of the questions listed above, I strongly suggest you
send a newsletter to your database each month. A great newsletter
solves every challenge or problem listed.
1. You can design your own newsletter template and dedicate many hours a month to writing your newsletter.
2. Or you can hire someone else to write your newsletter – like Rob did – on your behalf.
The second option saves you time, but it could be costly. Hiring a freelance writer – even an inexpensive, inexperienced one – to write original content, edit and lay out an eight-page newsletter would probably cost you at least $400. You might be able to get a price break committing to, say, 12 months of newsletters, but even a 25-percent discount is $300 a month and $3,600 per year. Rob paid a LOT more than this for his newsletter.
The first option saves you money but requires a lot of your time. Let’s face it, if putting out a monthly newsletter were simple, everybody would be doing it. It takes time to find topics to write about. It takes time to research articles, and it takes even more time to write them. It takes time to edit and lay out all the copy.
So while a newsletter is a valuable business-building tool, it may also seem like a luxury you don’t have time for. The harsh truth is, however, that it’s not a luxury; it’s a necessity. Especially these days, when your prospects and clients are bombarded with messages from other media, day in and day out.
Now for some better news …
You can now get a powerful monthly newsletter, modeled after the best-selling magazines, “done for you” without having to write a single word of it yourself!
I now work with hundreds of agents all over North America, and I can tell you the one main difference between those who succeed and those who fail is consistent follow-up. It’s that simple. You MUST have a consistent way to deliver your message to prospects and clients … no matter how much time it takes.
So what’s the solution? Have it done for you.
I am now offering a complete, done-for-you monthly newsletter service. You get an informative, content-filled, entertaining client newsletter written by a professional journalist with an extensive background in real estate marketing. In fact, it’s exactly like the one Rob used in his business, but without any of the work. The best of both worlds!
A monthly, eight-page newsletter in electronic format that you can customize any way you want
Feature articles, news stories, commentary, book reviews, quotes, “how-to” advice and more – all professionally written by a former journalist and current real estate writer.
Versatility to deliver your newsletter in a hardcopy version via an inexpensive “bulk” self-mailer, or e-mail format by converting to PDF
Branding of your business that will appeal to ALL clients and prospects, but also focus on niches such as investors and foreclosure buyers
The ease of a turnkey product. Your involvement requires literally only minutes each month
A way to add passive, recurring monthly income to you business by selling subscriptions and advertising.
THE tool that will establish you as the expert in your market and dominate your competition
How much time will this save you? How many hours of your time each month would be required to produce a professional newsletter? On top of the time it saves, think about the marketing dollars you could focus elsewhere if you have a consistent and proven client communication asset doing all this work for you.
Here is what a few agents who recently began using this service have to say already:
What would you pay for this valuable tool that saves your time and locks your clients into you? Would it be worth the considerable sum Rob paid me each month to produce his newsletter? Would it be worth the best-case scenario of $300 per month to a cheap freelancer, as mentioned earlier?
I think it would be, but that doesn’t matter. Right now, this service is available to you for just $47 per month. But before you sign up, let me share …
YOUR SPECIAL BONUS
As a special bonus for signing up for this fantastic monthly service now, you will also receive my Done-for-Your Weekly E-Zine Service.
This provides you with a weekly electronic magazine (e-zine) that you can quickly and easily send out to your database. Each week, you will receive, in Word format, a document you can personalize then copy and paste into any e-mail program.
You’ll get the same kind of professionally written content as in your monthly newsletter, packaged into a quick and effective tool that will keep you in contact with your prospects and clients even more regularly.
exact, proven format many successful agents use in their business each week. And it will be yours to use as part of your low monthly fee.
And, if you choose, you could find businesses within your market that would be willing to pay to advertise in your newsletter or your weekly e-zine. This would help you turn your newsletter into income!
Hopefully, you can see just how powerful a tool this monthly newsletter would be in your business. Or, if you are already sending out a monthly newsletter, maybe you can see how getting access to a done-for-you newsletter would save you a ton of time and money..
Basically, you now have three choices:
1. Don’t send a newsletter to your database and let your clients wander away at their leisure from your pasture. Obviously, this is not smart.
2. “Go it alone,” and spend the time, energy and money to come up with an effective way to automatically engage your prospects and clients so that you can survive in this business.
3. Put your prospect follow-up and client communications on “autopilot” by having a quality, eight-page monthly newsletter and weekly e-zines completely done for you.
There is no long-term commitment on your part for this service. No contract for you to sign. Order today and you will receive your first done-for-you weekly ezine instantly. After that, you will receive a new done-for-you weekly ezine each Tuesday, and your eight-page newsletter on or around the 20th of each month. You can cancel this service at any time if for any reason you’re not satisfied. No questions asked. There’s no long-term commitment.
Now, you’re probably asking “What’s the catch?” Well, there is one catch: I am making this offer available to the first 100 agents who sign up now. This $47 pricing is a special, limited-time offer to the first 100 new subscribers. The price of this service will be increased to $97 a month after the first 100 places are filled.
Right now, with limited marketing of this service, there are 67 already subscribed. So sign up for your done-for-you newsletter by completing the form below today.
Stop letting clients just wander off on their own. Put a fence around them today.
P.S. Once this service is ordered by 100 agent at this introductory price of $47 a month, the price will be increased to $97 a month. Only 33 spots at this price remain, so I strongly recommend you fill out the order form right now!
Copyright © 2009. MK Consultants. All Rights Reserved.
31811 Vine Street Willowick, Ohio 44095
phone: 440-721-7603 fax: 440-278-48899