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Having trouble overcoming homebuyer and seller objections? You’re not asking the right questions

Are buyer and seller objections keeping you from closing more deals? Would you like some fresh ideas for a closing gift or how to overcome objections? I recently spoke at

Melissa Zavala, short-sale specialist, shares 5 principles for agent success that apply equally in today’s strong seller’s market

Real estate broker Melissa Zavala’s new book, “Been There, Done That,” catalogues the trials, tribulations and insider secrets of being a highly successful agent in a short-sale environment. While the

Secrets to converting phone leads into real estate clients

Former realtor.com President and CEO Allan Dalton once observed that the real estate industry is great at generating leads — it’s converting those leads that is the issue. With inventories

Trump your real estate competition: Invest in sleep, take to Twitter, embrace uniqueness

The nation’s foremost real estate educators and female leaders in real estate (Real Estate Educators Association and Awesome Females in Real Estate) convened in Scottsdale, Arizona, this month for their

Real Estate Branding Creation In Five Steps

Branding your real estate business is vitally important, but what is a real estate brand? Let’s first start by giving you some (oft-quoted) key definitions of branding: Walter Landor, one

Having trouble overcoming homebuyer and seller objections? You’re not asking the right questions

Are buyer and seller objections keeping you from closing more deals? Would you like some fresh ideas for a closing gift or how to overcome objections? I recently spoke at the Greater Boston Association of Realtors and invited the audience to share their best negotiation and business tips. Here’s what these savvy Boston Realtors had to say.

1. I think my property should be listed at a higher price


Seller questions Bernice Ross
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Melissa Zavala, short-sale specialist, shares 5 principles for agent success that apply equally in today’s strong seller’s market

Real estate broker Melissa Zavala’s new book, “Been There, Done That,” catalogues the trials, tribulations and insider secrets of being a highly successful agent in a short-sale environment. While the book delves deep into the details of what it takes to succeed doing short sales, many of the same lessons are equally important in today’s strong seller’s market.

What do down markets and up markets have in common? Zavala’s 10 agent success principles are critical to success no matter what type of market you are experiencing. Here are five of the most important ones that can help you with your business:

Been there done that Bernice Ross

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Secrets to converting phone leads into real estate clients

Former realtor.com President and CEO Allan Dalton once observed that the real estate industry is great at generating leads — it’s converting those leads that is the issue.

With inventories being tight and loans harder to obtain than ever, you’re probably wondering how to maximize your income over the next few months. The most important step that you can take is to maximize the return from the leads you receive.

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Trump your real estate competition: Invest in sleep, take to Twitter, embrace uniqueness

The nation’s foremost real estate educators and female leaders in real estate (Real Estate Educators Association and Awesome Females in Real Estate) convened in Scottsdale, Arizona, this month for their respective annual conferences to share their personal insider tips that can help you grow your business.

1. Sleep more, achieve more
Realtor and coach Joeann Fossland began her session on “What is Success” with a quote from author and business consultant Jim Collins: “Failure is caused by the undisciplined pursuit of more.”

Fossland noted that being a workaholic has been replaced with the mantra of “less is more.” As Fossland puts it: “If it doesn’t make your heart sing, don’t keep it.”

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Real Estate Branding Creation In Five Steps

brandingBranding your real estate business is vitally important, but what is a real estate brand? Let’s first start by giving you some (oft-quoted) key definitions of branding:

Walter Landor, one of the greats of the advertising industry, said: “Simply put, a brand is a promise. By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality.”

In his book ‘Building Strong Brands,’ David Aaker suggests the brand is a “mental box” and defines brand equity as: “A set of assets (or liabilities) linked to a brand’s name and symbol that adds to (or subtracts from) the value provided by a product or service…”

As Al Ries once stated, a brand is “a singular idea or concept that you own inside the mind of the prospect.”
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7 Marketing Ideas for Real Estate Agents in 2014

7-Marketing-Ideas-for-Real-Estate-Agents-in-2014Marketing ideas for real estate agents can take many shapes and price forms. You maybe use some form of direct mail to both your current clients and to new prospects. Perhaps you invest money in lead lists from 3rd party companies, selling you new names of people who have moved to the area. Or maybe you’re still paying to be listed in the Yellow Pages, or as most people know them, that book in the bag I have to throw out once a year. Whatever your current methods include, they all can be expensive, next to impossible to track, and for some, time consuming. That’s why I’ve put together a quick list of ideas to help you out with marketing in 2014.

Like a lot of your marketing efforts, your main focus is on getting in people who want to buy or sell a home. But as you already know, the majority of your leads you get in that become customers are those that are referred from your past clients. That’s why it’s important to nurture those past clients so you’re best positioned to getting in new referrals from past clients. Here’s 7 Marketing Ideas to help you increase your referral business in 2014.
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Real Estate Agents “Go Digital” to Reach Customers

real-estate-agents-go-digital

Image by Joanne Yen - Realtors have changed their marketing mix.
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Branding Basics

Branding is one of the most important aspects of any business, large or small, retail or B2B. An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does “branding” mean? How does it affect a business like yours?

brandingSimply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors’. Your brand is derived from who you are, who you want to be and who people perceive you to be.

Are you the innovative choice in your industry? Or the experienced, reliable one? Is your product the high-cost, high-quality option, or the low-cost, high-value option? You can’t be both, and you can’t be all things to all people. Who you are should be based to some extent on who your target customers want and need you to be.

The foundation of your brand is your logo. Your website, packaging and promotional materials–all of which should integrate your logo–communicate your brand.
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