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MASTER

MARKETING A MAGAZINE FOR SUCCESSFUL REALTORS ®

GET 3 EXTRA CLOSINGS A YEAR GUARANTEED See page 5 for more details

ALL NEW

Scheduled Campaigns! WHAT GETS SCHEDULED, GETS DONE

BREAK AWAY FROM THE HERD

Become a Niche Marketer, and Discover 7 Local Market Opportunities in Your Area, RIGHT NOW!

50 PEOPLE TO ADD TO YOUR SPHERE TO GET MORE REFERRALS


2021 REAL ESTATE BUSINESS PLAN 1. My income goal for the next 12 months 2. Average commission earned per closing 3. Number of closings required to reach my goal (Divide line 1 by line 2.) 4. Number of my sales required to close to hit my goal (Any sales contract written by you that closes) 5. Number of my listings required to close to hit my goal (A listing of yours that is sold by anybody, including you) LISTINGS ARE THE NAME OF THE GAME: A good listing agent’s income is 75% listings sold, 25% sales. 6. Average percent of listings taken by my office that close during the listing period 7. Average percent of sales contracts written by me that close 8. Number of sales contracts needed to write in next 12 months (Divide line 4 by line 7.) 9. Appointments needed to obtain one listing 10. Number of contacts needed to obtain one appointment OBJECTIVES: A. Number of new listings I will obtain in next 12 months. (Divide line 5 by line 6) B. Number of listing appointments needed annually. (Multiply line A by line 9) C. Number of listing appointments needed per month. (Divide line B by 12) D. Number of listing appointments per week. (Divide line C by line 4) E. Number of contacts needed per week to reach my listing goal. (Multiply line D by line 10) Business Plan compliments of Floyd Wickman


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MASTER MARKETING TABLE OF CONTENTS 2 50 People to Add to Your Sphere to Get More Referrals

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6 Want More Closings? It Takes Money to Make Money.

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8 Prove You’re the Neighborhood Expert and Dominate That Market 10 LEVEL UP: Go From One Listing to Market Maker

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12 How to Use Direct Response Reports to Get More Listings

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18 Our Mission

To be the best in the world at empowering our customers with the “right marketing piece” for the “right person” at the “right time.”

Our Vision

To be the performance marketing resource for 100,000 customers.

14 Low-Hanging Fruit That Pays Off Big – Expireds 16 Business Flat? How to Blaze a Trail of New Business 20 Break Away From the Herd, Become a Niche Marketer 24 Discover 7 Local Market Opportunities in Your Area, RIGHT NOW!

Our Values

• Honesty • Integrity • Productivity • Responsibility • Professionalism • Win-Win Relationships

CONTACT US 10510 Portal Crossing, STE 107 Bradenton, FL 34211

Toll Free: 800-287-5710 www.ProspectsPLUS.com

President of ProspectsPLUS! Jim Morton

EXECUTIVE PUBLISHER Jim Morton

EXECUTIVE EDITOR, WRITER Lisa Gray

EDITORS Megan Carver Jim Studebaker Steven Pulcinella

DESIGN & LAYOUT Jason Waid

All examples with names, company names, or companies that appear in this manual are imaginary and do not refer to any actual names, companies, entities, or institutions. Any resemblance to any real person, company, entity, or institution is purely coincidental. We have done our best to ensure that the material found in this publication is both useful and accurate. However, please be aware that errors may exist in this publication, and that neither the authors nor the publisher make any guarantees concerning the accuracy of the information found here. The information in this publication is subject to change without notice. This magazine is designed to provide accurate and authoritative information regarding the subject matter covered. It is provided with the understanding that the authors and publisher are not engaged in rendering legal, accounting, or other professional services to any person. If legal advice and/or other expert assistance is required, the service of a competent professional should be sought. © ProspectsPLUS!, Inc. All Rights Reserved.

Over $165,000 Raised!

4.9

of 5 Starts

www.ProspectsPLUS.com | 1.


50 PEOPLE TO ADD TO YOUR SPHERE TO GET MORE REFERRALS Imagine what the future would look like if you could stop cold calling, door knocking or chasing after FSBOs indefinitely – or at least cut way down on those activities? Ditching the more distasteful aspects of your real estate lead generation routine may be possible, if you vow, right now, to get serious about your CRM database. Warm calls are so much more pleasant and knocking on doors where people are happy to see you beats the alternative. Make building better relationships with people you already know the center of your business growth activities.

How’s your sphere of influence? Agents who have been in business for more than a minute tell horror stories about friends and even family members who “forgot” that they were in real estate and listed their homes with another agent. In fact, NAR statistics shows, “The average real estate agent earned 13 percent of their business from repeat clients and 17 percent from referrals from past clients and customers.” Look at those numbers – they’re pathetic, aren’t they? Especially when NAR surveys say that nearly 90 percent of real estate consumers say they would use their agent again in the future. Past clients know you and, hopefully, they like and trust you. Shouldn’t agents be getting more than 17 percent of their business from referrals from them? We get it. Agents have a ton of irons in the fire during the typical work week and keeping in contact with their SOI typically ends up as a low priority. What would happen, though, if you moved it up on the list? Made those warm contacts (instead of contacting strangers) a priority? You’ll end up top-of-mind within your sphere when someone mentions buying or selling a home. This is what top agents do. In fact, statistics show 66% of the business

generated by Top Agents (closing 50 or more transactions a year) comes from family, friends, close acquaintances, and referrals generated by the first three groups. That’s 66% of business generated for top agents compared 13% for average agents. What group would you rather be associated with? Here’s how you go about ensuring you have a powerful database with just the right contacts to create an effective businessbuilding machine.

Get your real estate business on the referral track!


“66% of the business generated by Top Agents (closing 50 or more transactions a year) comes from family, friends, close acquaintances, and referrals generated by the first 3 groups.” Organize your database. If you already have an organizational method, you’re one step ahead. If not, here’s how to create one. We recommend using the (free) BusinessBASE™ system. The BusinessBASE™ includes a list of over 50 people to add to your sphere if you want more referrals and repeat business. (Ideally, they recommend at least 150 names for long-range success.) Once you’ve established your list, the BusinessBASE™ guides you further with three easy steps that help build a system resulting in a lifetime of repeat business and referrals. The principles of this system are based on “Send-CallSee.” In the course of a year, you need, at minimum, to be in contact monthly with people in your sphere if you expect to get the business or receive their word-ofmouth referrals. Occasionally calling to share a personal conversation, then connecting through direct mail, will ensure you are remembered. Now, add to that an opportunity to see someone on a personal basis and you effectively earn their trust. When done right, more business will come from your sphere than from all the business you could ever get from beating the bushes. Turn to the next page to learn how to get the free BusinessBASE™. www.ProspectsPLUS.com

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WHERE DOES REAL ESTATE BUSINESS COME FROM? STATISTICS HAVE PROVEN IT MAINLY COMES FROM: • FAMILY • FRIENDS • CLOSE ACQUAINTANCES • REFERRALS* *(generated by these three groups)

The BusinessBASE™ helps you grow these 3 groups resulting in a lifetime of repeat business and referrals. According to NAR the average person moves every 5 to 9 years. Approximately 15% of the people in your BusinessBASE™ will move this year. Are you going to be the agent to help them?

4. | Master Marketing Magazine

WHAT YOU’LL FIND INSIDE How to Build Your Base FAST 30 Creative Ways to Connect with Your Base 30 Great Reasons to Call Your Base Crucial Details to Add to Each Profile To get your FREE DOWNLOAD go to:

www.Prospects.PLUS/MoreBusiness


GET 3 EXTRA CLOSINGS A YEAR, GUARANTEED! Schedule a One-Year SOI Campaign

Launching a Scheduled Campaign is FREE! No contracts Pay-as-you-go Change or cancel at any time up to midnight before the postcard goes out Schedule a campaign from 3 months to 1 year in length SCAN ME

Watch the Video Now!

66% of the business generated by top agents comes from family, friends, close acquaintances, and referrals. Consistently marketing to these groups is the key to the growth of your real estate business. A Scheduled SOI Campaign does this, while freeing up time for more important tasks like listing appointments and closings. OUR 3 EXTRA CLOSINGS A YEAR GUARANTEE We believe so much in the power of scheduled campaigns and what it will do for your real estate business growth, we’re offering a guarantee. Launch a one-year SOI Scheduled Campaign with a minimum of 150 postcards per month. If after one year, you haven’t generated three extra closings and have incorporated Free BusinessBASE™, we will refund the money spent on your campaign. For full details visit www.Prospects.PLUS/Guarantee

Ready to start growing your real estate business and get 3 EXTRA CLOSINGS A YEAR, GUARANTEED? Go To:

www.Prospects.PLUS/Campaign

www.ProspectsPLUS.com | 5.


WANT MORE CLOSINGS? It Takes Money to Make Money.

There seems to be this weird dichotomy that rules many real estate agents: that the money they spend promoting their business cuts into the amount of money they’ll have for personal use. In the short term this may be true. But if you plan to be in the real estate business for the long term, not promoting your real estate business, or not promoting it well, is a way to stall growth indefinitely. You’ll remain on that hamster wheel, spinning and spinning, and spinning, in your efforts to earn more.

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“Agents who earn, on average, $100,000 a year, spend five to ten times more on marketing than those who make $35,000 per year.” “Too many business owners underspend on marketing, thinking that not spending is the same as saving,” claims Heidi Sloss, author of “Fortune is in the Follow-Up: Five POWER Strategies to Grow Your Business.” While it’s an old and somewhat tired adage, it really does “take money to make money.” WHAT COMES FIRST, THE SPENDING OR THE MAKING? Almost a decade ago, ActiveRain.com published the results of a survey of 2,000 agents in the form of an infographic, “How Much do REALTORS® Work, Earn & Spend.” The “average” agent (those earning, on average, $35,000 a year) spent only $1,070 a year on marketing. That’s $89 a month. They spent more on their car than on promoting their businesses. “Agents who earn, on average, $100,000 a year, spend five to ten times more on marketing than those that make $35,000 per year.” It’s easy to assume that, “Well, yeah, they have the money to spend.” It could be; however, that they understand the value of promotion and aren’t afraid to spend the money. Let’s face it, there are a number of money pits in the average real estate practice, from

keeping up with the latest technology to what we drive and even what we wear. The truly important stuff; however – most of what’s in your business plan – is where to focus if you’re looking for ways to gain more clients and grow your business. So, while it’s important to invest money in continuing education, professional development, and ensuring you have the office systems in place to make your job easier, none of it means a thing without clients. OVERCOME YOUR FEAR In a commission-based business, parting with money is frightening. Who knows when you’ll close another escrow? What if you make the wrong marketing decision? One of the best ways to overcome the fear of spending is by paying close attention to your annual marketing budget every year when you revisit your business plan. Once the marketing money is budgeted, consider it spent. Then, make careful, informed decisions about where to spend the money when it comes time to do so. The bottom line is that if you really want to succeed in your real estate business and create continuous growth, you’re going to have to spend some money on it. www.ProspectsPLUS.com | 7.


Prove you’re the

NEIGHBORHOOD EXPERT and DOMINATE THAT MARKET It takes more than a statement on your website or business card to prove you’re a true area expert. True neighborhood experts, by and large, market to farm areas over time. Whether that is a condo community, a specific carrier route, or by subdivision, focusing on a pool of homeowners is a brilliant way to become known as the expert in a neighborhood.

PROVE IT IN PERSON Once you’ve chosen your area of focus, get your face known around this neighborhood. There are many ways to accomplish creating visibility. Here are a few: • Hold home seller seminars in the area. • Join the PTA. • Sponsor a community sports team, and in exchange, ask that your banner be displayed at games. And, do attend the games. • Join the neighborhood YMCA or gym. • Attend the HOA meetings.

8. | Master Marketing Magazine

Host a monthly coffee-and-pastry or happy hour event at the neighborhood café or watering hole. Patronize neighborhood merchants and introduce yourself. Become a repeat customer. Your aim is for people to think that they see you everywhere they go. Talk to folks and hand out your business card.

USE STAND-OUT MARKETING Pairing direct-mail marketing with your in-person events is the best plan for reaching these homeowners or tenants in a way that’s both memorable and lasting. You’re spreading your brand’s message to the entire neighborhood at one time, in a way that’s tangible. Your marketing piece is not only held in the hands of your potential future client, but often makes its way inside his or her home, where it’s kept for future reference. How many other forms of marketing can make that claim? Let’s face it, direct mail not only works, it stands alone. If you are truly the neighborhood expert, proving it by showing up on a continuous basis in a way that’s professional and demonstrates your knowledge of the real estate industry is a brilliant way to stand out among the pretenders.


3 Reasons Agents DON’T Become the Neighborhood Brand 1. Shiny Object Syndrome

They stop current marketing efforts to try something new.

2. Instant Gratification

They don’t see an immediate ROI and give up.

3. Lack of Strategic Focus

They’re too busy working IN their business to work ON it.

Don’t Let This Happen to You! Commit to the Market Dominator™ Why the Dominator is a Branding Masterpiece: It Stands Out From the Rest: 12” x 15” MEGA-SIZE (Largest size allowed by the Post Office) It’s Updated Every Month With Relevant Content: Written and designed by industry experts It’s Automated: Using cost-effective Every Door Direct Mail™ It’s an Exclusive 2-Year Campaign: Offering a 100% Impression Rate

Ask to Ge How t of Yo a Third ur Cove Cost red

It’s Filled With Powerful Stats: Informative, Trending Articles and Direct Response Offers Become the agent to compete against with the Market Dominator! Go To:

www.Prospects.PLUS/DominateNow

www.ProspectsPLUS.com | 9.


LEVEL UP: Go from ONE LISTING to MARKET-MAKER Dean Jackson, Founder of GoGoAgent and Listing Agent Lifestyle, states, “Most agents begin focusing on finding a buyer after they get a new listing. “Often the reason agents are only focused on getting listings is because of their belief they need the listing to be able to find buyers. “But what if you reversed this thinking?” Dean continues, “What if instead of matching buyers and sellers, listing by listing, you become a Market-Maker who’s truly controlling your market?”

HOW TO BEGIN Create a Renter Prospect List in the area you are currently prospecting using the Demographic Search tool on ProspectsPLUS.com, and launch a marketing campaign to this list. Then, prior to your next listing appointment, print out your list in map form. Use the List Management Tool under your ProspectsPLUS!® account options to do this.

PINPOINT YOUR RENTER PROSPECTS LIST ON A MAP

How incredible would it be to arrive at your listing appointment with a list of buyers you’ve already been communicating with from the surrounding area? As Dean says, “There’s nothing more powerful than this position because you’ve got the very thing that the seller wants more than anything.” “Regardless of who else is competing for this listing they can’t win when you already have buyers in hand.” When you begin to see your listing appointments in this way, you are changing the game completely and taking the first steps toward becoming a Market-Maker.

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Take your map with you on your listing appointment. Show this map of prospective buyers to your homeowner, and inform them you’ve been communicating with this list from the surrounding area for months.


“The most essential item you can take with you when going on a listing appointment in a competitive market is access to buyers.” Then, discuss the high probability that their home buyer is on this list. Specifically, when you factor in the NAR statistic, “homebuyers purchase homes within 15 miles of their previous home.” Imagine the feeling you’ll have selling this listing to your own buyer – that’s a true Market-Maker!

SELL YOUR NEXT LISTING TO YOUR OWN BUYER — BECOME A MARKET MAKER! NAR states that buyers purchase homes within 15 miles of their previous location.

Take advantage of this statistic, and pursue Renters in an area you are currently prospecting by: 1. Creating a High Income Renter Prospects List with the ProspectsPLUS!® Demographic Search Tool 2. Then schedule an ongoing postcard campaign using either the Renting by the Numbers or First Time Buyer Series

BOTTOM LINE The most essential item you can take with you when going on a listing appointment in a competitive market is access to buyers. While other agents are discussing what they’ll do to find a buyer once the listing agreement is signed, you stand alone because you’ve already done the work.

SHOW UP WITH BUYERS IN HAND AT YOUR NEXT LISTING APPOINTMENT To launch your Renter Campaign go to: www.Prospects.PLUS/MoreBuyers www.ProspectsPLUS.com | 11.


How to Use Direct Response Reports to GET MORE LISTINGS An opt-in or free offer is “an irresistible item of value provided to a prospect in exchange for their contact information,” according to Ryan Deiss, founder and CEO of DigitalMarketer.com. The challenge, at least it seems to be for so many real estate agents, is changing your idea of what constitutes “value” to real estate consumers. Is it the ubiquitous “free market analysis?” The equally common promise of email alerts when homes that fit a homebuyer’s criteria hit the market? Perhaps, in some cases. But in most cases, real estate consumers are hungry for education and information, and you need a way to set yourself apart. Direct response reports feed that hunger and fill your pipeline with new leads that turn into listings.

Different Direct Response Report Topics Direct response reports can be about any number of topics. Before you settle on one, ask yourself three questions: 1. Does the topic address a real problem? For example, in the current real estate market, few potential clients will be clamoring for a report about boomerang buyers.

Direct Response Reports for Every Topic. Designed by Real Estate Marketing Experts! • Rent vs. Own

• Mortgage Options

• Overpricing Dangers

• Absentee Owners

• Fence Sitter Timing

• FSBOs & More

12. | Master Marketing Magazine


A direct response report comparing the pros and cons of buying versus renting like the Rent vs Own report or a report outlining the Dangers of Overpricing are both more appropriate. 2. Can the direct response report provide a quick solution to their problem? For instance, a report for absentee owners on selling a vacant home addresses the concerns these home sellers are worried about. We queried agents on which report topics they use as their free offer. They include: • • • • • •

Timing is Everything 4 Mortgage Low Down Payment Options Seller Mistakes to Avoid Should You Buy First or Sell First Reasons Their Home May Not Sell Real Estate Myths

There’s an art to creating a compelling squeeze page. Check out Instapage.com’s “30 Squeeze Page Examples To Leverage for More Conversions,” and read the critiques of each one. You’ll be a squeeze page pro by the time you finish. What happens to your visitor when she supplies the required information and hits the send button? Where does she end up? On a well-thought-out thank-you and download page. Additional uses for your direct response reports include adding them to your direct mail marketing, emails, and social media sites as a free offer. Also print out copies of your reports, or have ProspectsPLUS!® print them for you and keep them available to give as handouts for open houses or additions to your listing presentation folders.

All of the above Direct Response Reports are available on ProspectsPLUS!®.

The most important aspect of using direct response reports to generate more listings is your commitment to nurturing those who opt in. The fortune is most definitely in the follow-up.

3. Can I write these reports so they are compelling, valuable, and deliver on the promise?

See offer below for your free Direct Response Report download.

Not everyone is a writer. Direct response reports must, first, employ perfect spelling and grammar. Choppy flow is distracting and amateurish, so ideas should flow naturally, one to the next. The reports should sound friendly, yet authoritative.

Tools That Put Your Reports in Motion The first tool you’ll want to consider is a squeeze page. Here is where visitors will enter the required information to receive their free direct response report.

FREE DOWNLOAD OFFER! Use Promo Code: REPORTFREE at checkout (a $19.95 value) Offer Direct Response Reports in all of your email, website, social media, and direct mail marketing. GO NOW: www.Prospects.PLUS/FreeReport www.ProspectsPLUS.com | 13.


LOW-HANGING FRUIT THAT PAYS OFF BIG:

EXPIREDS The first days of each month are the most productive for listings that have expired. And in most cases, these home sellers are still motivated to sell, have a sense of urgency, and are in need of a new plan. What a great combination for the right agent to take a listing, and better still, create a client for life--but you have to move fast!

Your Strategic Plan of Attack Contact every expired in your extended area by sending a postcard from the Expired Series every 5- 7 days. Then follow that up with a phone call. This strategy is so successful because it’s timely. Most of the competition will not have implemented something so quickly. Real estate agent, Kim Stickler Smith, shared the following experience she had going after expireds.

“I’ve been mailing expired listings

every two weeks for months now. I send out about 500 postcards a month total, using the ProspectsPLUS!® Expired Series. I’ve gotten nine new listings this week! Four different sellers...all former expired listings! I have 14. | Master Marketing Magazine

generated 15 listings in total from the Expired Series!” This is a great example of just what is possible by launching a campaign to go after Expireds. Just remember, once you start getting home owners


reaching out to you, like Kim did, approach them with patience and most importantly – a real plan to get their home sold. Good people skills and the ability to bring real solutions to the table will make you the front-runner.

Correct these issues, and ask if they would allow you to show them your marketing plan.

Educate and Inspire

Now, there’s no doubt you’ll run into all kinds of people. Some will jump at the opportunity to get their home sold, while others will want to wait. And many will take some real salesmanship to prove that you’re the agent for the job. How you react to all three will determine your success or failure at not just getting the listing – but getting it sold.

Get Their Attention Continue to pull the new Expireds in your market, at least twice a week for the coming months and send them a postcard. Use the back to announce that you have a highly effective tool, “The Merchandising Review” (a free report available under “Resources” on ProspectsPLUS!®) that will help determine what went wrong with their home sale and ensure it doesn’t happen again.

The next step is to get the listing priced right and make sure the seller knows you’re ready, willing and able to meet their needs, but that they play a role in the successful sale of their home as well. A great opportunity to display your expertise in action is to invite your expired sellers to a weekly conference call hosted by you on the topic of selling listings fast and for the most money. Or put together a nice presentation on how you will market their home differently, and drop it off at their house. Consider these great ideas for landing the expired listings in your market over the next couple of weeks! Then make these strategies a monthly habit to continue your success.

When you receive inquiries, explain the Merchandising Review allows you to make a comprehensive analysis of whether their home is salable in today’s market. Then schedule a 20-minute time slot to meet with them to go over the Review. Walk them through each item and negotiate the issues that might keep the property from selling.

LAUNCH THIS CAMPAIGN and TURN EXPIREDS INTO CLIENTS 1. Create a Prospect List of Expireds in your market. 2. Schedule a series of Expired postcards to go out every 5-7 days. 3. Follow up your postcard mailing with a phone call. 4. Continue adding new Expireds to your campaign. Let Expireds know YOU’RE the agent who will get their home sold. To launch an Expired Campaign today, go to:

www.Prospects.PLUS/ExpiredClients www.ProspectsPLUS.com | 15.


BUSINESS FLAT? What if I told you that sending out 200 marketing postcards for less than $150 (postage included) could potentially net you five new listings? Barbara Todaro, a Franklin, MA agent, sent 200 Just Listed postcards to an area that surrounded her new listing, and her mailing resulted in just that number – five new listings. Todaro’s advice, “Never eliminate a method because it’s basic; those are often the best methods. The reality is, everyone reads their mail.” Yes, real estate postcard marketing has been around for a while. And, no, it’s not as innovative as digital marketing, but clearly – IT WORKS. Left in the dust We’ve definitely come a long way from the days of AOL dial-up connections to jet-propelled search engine rankings and the availability of real-time information. It was a steep learning curve, but like most things in life, as agents became more tech-proficient, the demand for high tech grew. Unfortunately, along with this came new-fangled ideas regarding listing generation and conversion; that it should be quick and effortless. This belief came at a price. Older, yet highly effective marketing methods, were left in the dust by some agents, specifically the method with the longest history of success – directmail marketing. Snail mail? Guess again! Direct mail outperforms email, social media, and all digital forms of marketing by 700 percent, according to research from the Data and Marketing Association (DMA). In addition, the Marketing Sherpa survey showed

that direct mail was the third-most trusted form of marketing overall (behind magazines/newspapers and TV ads). For comparison, search engines came in sixth. At the bottom of the list? Online pop-up ads. A customer of ours recently discussed his return to direct-mail marketing, specifically Just Listed and Just Sold postcards, after spending some time away from sending them. “My business was starting to be flat. I was still a top producer but where I used to have more listings than I did buyers, I now had twice as many buyers as I did listings,” Joe Cooper stated.

“I took a hard look at my business model and realized that it had been around two years since I’d used Just Listed/Just Sold postcards. I decided to start back up and see if it made a difference. Well, it has. Almost immediately, my listings have picked up!” Is focusing on a farm area a thing of the past? In the past, most agents chose farm areas to target their best potential customers and direct-mail marketing was the best way for them to reach these people. Guess what? Direct-mail marketing still is the best way to target your ideal customer. Neighborhoods that are ripe for the picking include those that haven’t turned over in a while. You can also choose to circle prospect and campaign in an area surrounding a recent listing or sale. The easiest way to ensure you are targeting the right list is to create it using our targeted mailing list tools (MapMyMail and the Demographic Search tool).


How to Blaze a Trail of New Business

NEED MORE LISTINGS?

DO T HI S !

FI R S T, s e nd JU S T L I S T E D p os tc a r d s to the a rea s ur r ound i ng y our ne w l i s t i n g . The n, ke e p the m i nf or m ed w i t h :

The postcard winners So, which are the most effective postcards for real estate? By far, the top agents we’ve spoken with chose Just Listed/Just Sold postcards.

OPEN HOUSE...

“We host monthly events at our office and invite local businesses and residents. When we send a Just Sold postcard, it includes an invitation message to the party,” states Laurie Laykish, and agent with Engle & Volkers. Though the invite isn’t the focus of the card (the justsold home is), “we have had at least 2 people from each drop of 200 cards that attend an event and sign up to buy or sell with us,” Laykish concludes. A tip to keep in mind, nearly 15 percent of directmail recipients who responded to a Marketing Sherpa survey say they often discard mailed pieces when they are “too focused on the company’s needs and not enough on their own.” This is why it’s important to keep your postcard’s focus on what’s important to your target market. Detailing what’s in it for them will engage them far more than self-promotion. If a year-round direct-mail marketing strategy isn’t currently part of your plan – the time to change this is now.

CONTRACT PENDING...

and JUST SOLD postcards!

DEMONSTRATE YOU’RE THE EXPERT TO GET THEIR HOME

SO L D !

TO GET STARTED GO TO:

www.Prospects.PLUS/ListSold www.ProspectsPLUS.com | 19.


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Right now, many absentee owners are second-guessing their role as a landlord. Many are quite motivated to get out from under the financial burden.

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“There are about 8 million individual landlords in the U.S., those who typically own between one and 10 properties,” according to Diana Olick at CNBC.com. She goes on to state that these landlords “manage half the rental properties” in the U.S., with 48 million tenants. Many of these landlords bought their properties between 2012 and 2014. Sure, the big guns (institutional investors) bought then as well, but almost half of investment properties were purchased by the individual landlord – the “Mom and Pop” investor. Then, in 2018, the share of small investor activity in the housing market soared to 60%, according to Core Logic’s “Home Investor Report.” Most of the homes these smaller investors buy are starter homes, by the way – in huge demand in the current market, as you well know. Right now, these investors are prime targets, for listing opportunities. Your audience, then, will be landlords who bought investment properties between 2012 and 2018. WHAT’S IN IT FOR YOU? I think it’s safe to say that those landlords who bought their property at the bottom of the market (after the Great Recession) and haven’t borrowed against it, are sitting on a ton of equity right now.

The facts bear that out. Alcynna Lloyd at HousingWire. com claims that the average real estate investors who bought their properties in 2012, “… have seen their home equity climb by 261%.” That pencils out to an average $141,000 in equity. Imagine being the one who delivers news like this to landlords who are going deeper and deeper into debt the longer the pandemic goes on. THE BEST APPROACH Direct mail is the best approach to potential clients in this niche. The first step to take when approaching this niche; however, is to determine which area of town you’ll farm. Then, create an absentee owner prospect list on ProspectsPLUS!® using the MapMyMail™ tool. After you have your list, schedule a direct-mail stay-intouch campaign. Whether your “touches” are monthly or quarterly is your decision, as long as they are consistent. Don’t give up if you don’t hear back from these prospects after the first few mailings. Right now, many absentee owners are second-guessing their role as a landlord. Many are quite motivated to get out from under the financial burden. Their pain points are very real, very urgent, and you offer the ideal analgesic: to sell now.

DISCOVER HOW MANY ABSENTEE OWNERS ARE IN YOUR AREA 92% Deliverability Guarantee

With MapMyMail™you can search by absentee owners, homeowners, and renters. You can also: • Complete Radial and Polygon Searches

Move pins on the map to see EXACTLY where you want your postcards to go.

• Target Specific Addresses • Include and Exclude Streets • Access Tax Assessor Data Create your Absentee Owner Prospect List, choose your postcards, and launch your campaign in just minutes! GO TO: www.Prospects.PLUS/AbsenteeOwners

Absentee Owner Series


BREAK AWAY FROM THE HERD,

Become a Niche Marketer Never will you find a cardiac surgeon dispensing advice about gynecological problems. Nor will you likely find blog posts on pet websites counseling readers about DIY home projects. Yet, many real estate agents strive to be everything to everyone. Those that typically sell single-family homes think nothing of listing a condo. Those that list mobile homes don’t hesitate to take on a luxury home listing.

all-trades but the master of none” is necessary if you’re to become the best in the market in your niche. Seth Godin, blogging master and best-selling author, suggests that real estate agents should consider “microspecialization.” Choose a niche, and work to dominate it. Step away from the herd.

While this may be ok for your bottom line, it does a real disservice to real estate consumers. In all other professions, they have a choice of specialists.

“...You’re either the best in the world (where ‘world’ can be a tiny slice of the environment) or you’re invisible,” Godin continues.

They can consult a divorce attorney instead of a bankruptcy lawyer. When they need a root canal, they see an endodontist not an orthodontist, and they can take their Porsche to a mechanic who specializes in them.

He says that to become “visible” requires “...being Draconian in your choices. No, you can’t also do a little of this or a little of that. Best in your world means burning your other bridges and obsessing.” Scary thought, right?

Remaining a real estate generalist is easier. It’s safer. After all, you don’t want to miss out on even one deal by narrowing your business focus, right?

Let’s look at a scenario:

But what’s unique about that? It’s unfortunate so many real estate agents harbor a reluctance to break away from the herd. The truth is, however, if you always follow the leader you will always be behind. Then, there’s that lump in the gut when you think of closing off your business to some parts of the real estate industry and narrowing your focus to only one or two specialties. This move away from being “a jack-of-

You’re an agent in Las Vegas, chasing after every lead that comes your way – single family homes, duplexes, condos, whatever, you’ll take it. Your website even proclaims as much: “I can help you with all your real estate needs!” If you consider yourself the average agent, you make about $45,610 a year, give or take a few dollars, according to Daniel Bortz at Realtor.com. Suppose you decide to step away from being “average” and that you will instead specialize in listing and selling high-rise condos. Last year, 607 Las Vegas highrise condo units sold, with an average sales price of $598,728. This represents


a commission of about $17,962 per side (based on 6 percent total commission).

times what the average agent in the Las Vegas Valley brings home.

As a generalist, how many of these condos would you have listed or sold? Be honest. The average Las Vegas agent was lucky to have listed one or two in an entire year.

Remember, our scenario is based on conservative estimates. Your mileage may be a lot better. The bonus is that the more you enforce your condo specialist brand, the more condo leads you’ll get, and people that want to buy or sell high-rise condos will seek you out.

The specialist that targets the high-rise condo market with a laser-like focus and dominates the brand as the niche expert in the area, increases his or her chances of taking more than a handful of those sides from other agents.

Imagine selling five of these condos a month.

Let’s be conservative and say that you only close one of these condo deals a month. Even on a 50/50 broker split, you’d be making nearly $9,000 a month in GCI, give or take a few dollars and nearly $108,000 a year – almost three

If you’ve been casting as wide a net as possible in the hope of reeling in the maximum number of leads, consider setting yourself apart from other agents by claiming a niche and dominating it.

Claim Your Niche and Dominate It Create your specific Niche Prospect List using the Demographic Search Tool, including:

Move-Up Market Postcards

Life Event Postcards

• High-Income Renters • Baby Boomers • Move-Up Market • Empty Nesters • Real Estate Investors • High-Income Consumers

Renting by the Numbers Postcards

• Lifestyle Interests • Customer Demographic Search

Investor Postcards

92% Deliverability Guarantee

Choose your specific Niche Postcards, and launch your campaign! GO TO: www.Prospects.PLUS/PursueNiches


Rescue High Income Renters from the Rent Race

Choose postcards from the Renting by the Numbers Series, then create a prospect list of High-Income Renters using the Demographic Search Tool.

Check out pages 24-30 for High-Income Renter opportunities in your area.

Help Empty Nesters Downsize and Start Fresh

Choose postcards from the Life Event: Empty Nest, then create a prospect list of Empty Nesters using the Demographic Search Tool.

Check out pages 24-30 for Empty Nester opportunities in your area.

Assist the Move-Up Market With Finding Something Bigger and Better Choose postcards from the Move-Up Market Series, then create a prospect list of Move-Up Marketers using the Demographic Search Tool.

Check out pages 24-30 for Move-Up Market opportunities in your area.

22. | Master Marketing Magazine


Help Investors and High-Income Consumers Find Solid Investments Choose postcards from the Investor Series, then create a prospect list of Investors or High-Income Consumers using the Demographic Search Tool.

Check out pages 24-30 for Investor and High Income Consumer opportunities in your area.

Aid Baby Boomers in Beginning a New Chapter With New Memories

Choose postcards from the Life Event Series, then create a prospect list of Baby Boomers using the Demographic Search Tool.

Check out pages 24-30 for Baby Boomer opportunities in your area.

Assist Lifestyle Interest Consumers With Finding the Perfect Community Choose postcards from the Lifestyle Interest Series, then create a prospect list of consumers with specific lifestyle interests using the Demographic Search Tool.

Check out pages 24-30 for Lifestyle Interest Consumer opportunities in your area.

www.ProspectsPLUS.com | 23.


7

LOCAL MARKET OPPORTUNITIES IN YOUR AREA, RIGHT NOW! High-Income Renters (Income + $70k)

State & Cities

Baby Boomers & Seniors (Age 50+)

Empty Nesters (Likely to downscale)

High-Income Consumers (Income +$100k)

Investors (Self-reported lifestyle as an investor)

Move-Up Market (Likely to upscale home)

Lifestyle Interests (Golf, Tennis, Boat Owners, etc.)

ALABAMA BIRMINGHAM

8,327

72,334

29,634

22,733

10,093

1,537

45,161

10,636

48,375

21,066

17,148

8,447

847

33,369

MOBILE

8,367

59,512

24,399

18,272

10,248

967

39,773

MONTGOMERY

7,859

45,239

19,504

12,073

6,733

519

27,687

TUSCALOOSA

4,014

20,246

8,580

7,511

4,149

367

13,512

HUNTSVILLE

ALASKA ANCHORAGE

10,533

47,642

22,253

21,417

10,240

1,185

31,697

3,091

12,384

5,959

4,297

2,706

209

8,229

CHANDLER

9,216

53,220

23,971

21,298

5,956

1,046

38,321

GILBERT

6,604

46,644

21,472

23,169

5,580

1,400

38,352

GLENDALE

6,002

56,335

25,908

12,396

5,727

431

35,276

13,990

104,144

49,237

26,208

9,920

1,185

70,844

4,501

42,902

20,306

13,805

4,187

581

31,005

PHOENIX

34,732

240,861

102,262

67,612

22,957

3,199

144,304

SCOTTSDALE

13,296

76,481

36,416

48,459

9,086

2,125

54,604

6,589

27,208

11,844

10,087

3,109

475

18,371

18,566

196,440

86,380

46,712

21,144

1,687

115,127

FAYETTEVILLE

3,387

17,851

8,403

8,871

3,587

770

15,105

LITTLE ROCK

5,449

48,950

22,223

19,269

8,004

1,264

35,160

FAIRBANKS ARIZONA

MESA PEORIA

TEMPE TUCSON ARKANSAS

CALIFORNIA ANAHEIM

8,550

56,249

22,230

14,701

5,877

710

28,076

BAKERSFIELD

7,110

92,534

40,744

20,089

10,199

1,061

53,637

CORONA

3,673

32,915

14,131

12,374

3,947

701

19,167

FRESNO

8,179

98,600

42,871

19,407

11,352

903

54,419

HUNTINGTON BEACH

9,655

47,293

21,346

24,564

7,481

1,051

31,605

13,546

45,291

18,983

29,820

6,567

1,487

27,353

IRVINE LONG BEACH

1,684

17,637

7,879

2,884

2,123

84

8,022

LOS ANGELES

77,856

339,514

120,407

94,534

28,832

5,173

143,882

MODESTO

5,136

50,048

22,884

10,831

5,731

390

29,036

OAKLAND

18,067

68,754

28,818

29,268

7,338

1,472

32,561

OCEANSIDE

6,693

37,204

16,710

11,045

3,290

476

23,140

RIVERSIDE

6,696

61,119

25,792

16,255

7,448

802

33,420

SACRAMENTO

22,577

150,745

67,338

36,772

11,253

1,568

83,079

SAN DIEGO

53,395

231,931

93,228

98,315

23,789

5,106

137,468

SAN FRANCISCO

67,748

152,849

64,897

105,560

13,365

4,681

77,385

SAN JOSE

39,033

174,211

77,884

116,426

28,205

5,594

92,927

SANTA ANA

5,610

44,725

16,590

9,615

4,556

491

18,860

SAN BERNARDINO

2,816

35,375

12,821

3,013

2,280

112

14,907

Begin a custom search for YOUR specific target market in YOUR selected zip code(s) using our Demographic Search Tool at: www.Prospects.PLUS/MyTargetMarket 24. | Master Marketing Magazine


High-Income Renters (Income + $70k)

State & Cities

Baby Boomers & Seniors (Age 50+)

Empty Nesters (Likely to downscale)

High-Income Consumers (Income +$100k)

Investors (Self-reported lifestyle as an investor)

Move-Up Market (Likely to upscale home)

Lifestyle Interests (Golf, Tennis, Boat Owners, etc.)

CALIFORNIA continued STOCKTON

5,725

63,105

26,819

11,924

6,776

417

31,685

ARVADA

4,288

32,343

15,192

15,331

4,600

1,128

26,788

AURORA

12,612

76,105

32,885

28,555

6,486

1,789

52,411

BOULDER

6,801

23,798

10,481

18,041

4,471

1,066

17,251

COLORADO SPRINGS

19,762

120,335

53,996

45,827

14,310

2,689

94,763

DENVER

46,501

141,895

58,654

77,081

17,142

6,687

107,508

FORT COLLINS

7,969

36,154

16,695

21,510

5,876

1,431

30,031

GREELEY

2,515

19,902

8,959

6,106

2,319

311

14,114

Part of Denver

Part of Denver

Part of Denver

Part of Denver

Part of Denver

Part of Denver

Part of Denver

6,075

43,933

20,573

26,346

6,484

1,756

36,736

BRIDGEPORT

3,182

25,010

9,350

2,914

924

135

10,448

HARTFORD

2,355

19,359

6,071

1,541

459

68

6,221

NEW HAVEN

4,021

20,382

7,294

4,101

969

246

9,308

WATERBURY

1,846

21,726

7,884

2,494

1,558

94

11,456

NEWARK

4,138

29,447

12,863

11,209

3,378

658

19,535

WILMINGTON

5,762

54,099

23,413

20,897

6,767

1,195

35,397

46,720

124,717

47,187

65,180

12,620

5,181

74,224

BOCA RATON

7,917

57,421

28,036

33,417

6,851

1,727

39,600

BRADENTON

6,690

58,860

29,879

20,878

5,952

778

43,629

CORAL SPRINGS

3,613

26,657

11,815

7,239

2,708

253

15,226

FT LAUDERDALE

COLORADO

LAKEWOOD LITTLETON CONNECTICUT

DELAWARE

DISTRICT OF COLUMBIA WASHINGTON FLORIDA

14,591

97,491

41,701

32,190

10,952

1,655

55,669

GAINESVILLE

5,440

36,865

16,171

13,494

5,048

845

25,327

HIALEAH

3,994

62,630

21,853

6,892

5,184

273

22,198

JACKSONVILLE

24,677

200,938

92,215

57,302

22,578

3,051

136,848

MIAMI

35,163

295,426

113,339

78,246

28,959

4,368

124,540

NAPLES

10,797

78,097

38,134

32,976

10,311

1,145

56,519

ORLANDO

31,507

184,225

77,837

52,726

18,462

2,923

111,362

PENNSACOLA ST PETERSBURG TALLAHASSEE TAMPA WEST PALM BEACH

6,885

66,063

30,686

16,935

10,193

850

46,876

10,555

80,000

38,884

22,447

8,030

1,123

55,927

6,591

57,173

25,799

20,763

10,101

1,252

42,467

26,163

155,387

65,144

53,782

16,046

3,511

100,266

8,163

62,717

26,858

16,777

7,373

730

36,228

6,053

38,467

17,232

30,268

5,691

1,738

29,760

GEORGIA ALPHARETTA ATHENS

3,052

19,443

8,040

7,491

2,619

439

13,264

43,041

167,163

70,694

88,257

19,679

6,442

113,506

COLUMBUS

3,579

36,688

15,127

8,658

4,167

381

23,059

DECATUR

5,352

37,919

17,520

11,779

3,852

717

21,377

KENNESAW

3,032

19,373

8,728

9,139

2,434

441

14,802

LAWERENCEVILLE

5,888

45,110

20,036

14,732

4,396

583

26,648

MACON

2,860

35,526

14,446

8,405

5,912

399

22,375

MARIETTA

7,802

67,098

30,316

36,367

10,201

2,288

50,299

SMYRNA

3,816

14,556

6,245

7,085

1,859

532

11,304

STONE MOUNTAIN

2,527

25,575

11,522

6,353

2,619

189

12,974

20,284

80,725

33,576

35,923

12,451

1,142

46,909

ATLANTA

HAWAII HONOLULU

Begin a custom search for YOUR specific target market in YOUR selected zip code(s) using our Demographic Search Tool at: www.Prospects.PLUS/MyTargetMarket www.ProspectsPLUS.com | 25.


High-Income Renters (Income + $70k)

State & Cities

Baby Boomers & Seniors (Age 50+)

Empty Nesters (Likely to downscale)

High-Income Consumers (Income +$100k)

Investors (Self-reported lifestyle as an investor)

Move-Up Market (Likely to upscale home)

Lifestyle Interests (Golf, Tennis, Boat Owners, etc.)

IDAHO BOISE

8,726

58,389

26,984

28,031

8,807

1,611

46,524

ILLINOIS AURORA

4,270

31,928

12,507

10,895

3,099

616

19,933

CHICAGO

103,632

440,834

171,312

148,803

40,316

10,020

241,753

ELGIN

2,739

23,924

10,136

7,042

2,312

336

14,849

JOLIET

2,826

34,277

14,075

7,526

3,882

370

22,376

NAPERVILLE

4,757

36,370

15,644

29,464

5,042

2,074

28,228

PEORIA

2,459

26,859

11,050

6,863

3,473

353

18,806

ROCKFORD

2,837

41,734

17,342

8,409

4,738

390

28,263

SPRINGFIELD

2,614

35,512

15,009

8,369

4,781

407

25,900

BLOOMINGTON

2,592

22,388

9,832

9,038

3,696

520

15,759

EVANSVILLE

2,817

44,658

19,764

10,978

5,440

606

32,630

FORT WAYNE

5,518

70,287

29,904

18,203

8,003

1,069

56,514

INDIANAPOLIS

21,776

191,091

80,288

50,883

17,839

2,799

124,178

INDIANA

LAFAYETTE

2,224

20,874

9,168

6,869

2,510

333

16,075

SOUTH BEND

2,026

33,449

15,025

6,735

4,233

325

23,873

VALPARAISO

1,738

19,787

9,071

8,455

2,728

428

16,042

IOWA CEDAR RAPIDS

3,151

31,436

13,443

12,189

3,480

714

28,920

DES MOINES

5,217

44,180

17,185

10,496

4,496

655

35,473

IOWA CITY

2,271

13,260

5,518

6,984

1,841

475

10,701

KANSAS KANSAS CITY

2,545

27,680

10,982

5,879

3,351

284

15,460

LAWRENCE

3,127

17,532

7,428

6,815

2,327

382

13,237

OLATHE

3,092

26,559

11,314

12,570

3,126

683

22,837

OVERLAND PARK

7,357

40,356

17,896

24,070

4,974

1,465

32,182

WICHITA

8,234

81,562

34,672

21,937

11,275

990

56,114

KENTUCKY LEXINGTON

11,077

63,448

27,134

24,831

6,154

1,624

46,495

LOUISVILLE

15,864

175,969

75,121

49,700

21,479

2,609

127,492

LOUISIANA BATON ROUGE

7,858

79,159

35,183

29,248

12,384

1,954

50,870

LAFAYETTE

3,294

32,888

13,979

12,235

6,002

992

22,644

LAKE CHARLES

2,685

29,392

13,003

8,643

5,818

483

19,800

METAIRIE

3,187

35,687

15,535

12,484

6,092

820

23,379

12,588

89,335

37,048

27,276

12,288

2,230

45,538

3,200

50,932

21,911

13,490

7,797

820

31,549

3,388

14,109

5,762

5,243

1,734

352

9,511

NEW ORLEANS SHREVEPORT MAINE PORTLAND MARYLAND BALTIMORE

17,070

121,381

47,759

30,810

9,180

2,058

64,279

COLUMBIA

4,527

21,339

9,960

12,662

2,510

688

14,485

FREDERICK

5,184

29,258

12,740

13,842

3,313

828

21,850

GAITHERSBURG

5,358

24,484

10,665

14,450

3,070

820

14,900

HYATTSVILLE

3,966

20,079

7,528

3,923

1,364

185

8,779

LAUREL

5,322

21,919

9,549

9,326

2,285

496

13,042

13,005

60,050

26,468

28,483

6,737

1,572

32,288

12,089

22,088

8,520

15,916

1,934

1,142

12,357

1,854

19,528

7,489

2,689

1,301

103

9,017

SILVER SPRING MASSACHUSETTS BOSTON BROCKTON

Begin a custom search for YOUR specific target market in YOUR selected zip code(s) using our Demographic Search Tool at: www.Prospects.PLUS/MyTargetMarket 26. | Master Marketing Magazine


High-Income Renters (Income + $70k)

State & Cities

Baby Boomers & Seniors (Age 50+)

Empty Nesters (Likely to downscale)

High-Income Consumers (Income +$100k)

Investors (Self-reported lifestyle as an investor)

Move-Up Market (Likely to upscale home)

Lifestyle Interests (Golf, Tennis, Boat Owners, etc.)

MASSACHUSETTS continued CAMBRIDGE

9,423

17,372

7,411

10,307

1,329

624

8,773

FALL RIVER

2,567

19,203

8,402

2,459

1,060

121

10,985

LOWELL

3,063

19,685

7,756

3,470

1,276

189

9,357

LYNN

2,138

17,891

6,979

2,752

1,031

173

8,442

NEW BEDFORD

2,187

20,068

8,681

2,448

1,213

99

11,199

QUINCY

5,379

20,994

8,553

6,216

1,541

370

12,385

SOMERVILLE

6,955

11,081

4,649

5,659

867

527

7,091

SPRINGFIELD

1,986

29,877

11,165

2,946

2,065

106

15,070

WORCESTER

5,156

34,029

13,813

7,857

2,412

404

19,398

ANN ARBOR

7,016

31,325

13,582

21,299

4,277

1,529

21,538

CLINTON TWP

2,800

26,840

11,787

7,790

2,898

358

20,029

DETROIT

8,917

132,347

47,371

10,933

14,274

549

58,071

FLINT

1,994

34,737

13,727

4,199

4,150

135

20,440

11,229

75,141

31,887

28,963

8,245

2,045

63,586

KALAMAZOO

3,623

32,989

14,563

10,621

3,643

753

26,503

LANSING

4,650

36,973

15,622

8,837

3,730

475

27,423

LIVONIA

1,826

26,808

11,452

12,750

3,793

687

22,474

MUSKEGON

1,469

25,439

11,335

4,968

3,571

194

20,186

SAGINAW

1,864

33,661

14,262

6,546

5,100

280

23,957

STERLING HEIGHTS

2,338

32,208

13,407

10,909

4,144

512

21,674

WARREN

2,153

33,393

13,543

5,349

3,778

209

22,582

YPSILANTI

3,563

20,772

8,889

7,232

1,959

463

14,316

2,229

25,285

11,171

9,216

4,714

566

21,316

MICHIGAN

GRAND RAPIDS

MINNESOTA DULUTH MINNEAPOLIS

35,991

221,973

96,705

93,883

25,431

6,163

169,386

ROCHESTER

3,124

27,535

12,853

12,685

4,063

899

23,080

SAINT CLOUD

1,730

14,161

6,347

5,237

1,849

313

11,466

22,318

171,018

75,088

76,498

21,848

4,529

132,145

2,417

36,374

14,183

7,537

5,613

350

18,957

COLUMBIA

4,512

26,529

11,782

11,308

3,805

647

20,990

INDEPENDENCE

2,403

29,983

13,227

5,240

3,697

143

19,854

16,959

113,835

47,450

35,790

14,114

2,153

78,498

3,114

30,688

13,762

11,433

4,412

589

26,612

SAINT LOUIS

20,803

206,749

85,849

67,473

25,674

4,644

142,732

SPRINGFIELD

5,272

50,538

23,121

14,438

6,524

802

38,458

BILLINGS

3,152

30,744

12,937

9,150

4,884

468

23,704

MISSOULA

3,401

19,489

8,122

7,555

3,209

446

14,608

SAINT PAUL MISSISSIPPI JACKSON MISSOURI

KANSAS CITY SAINT CHARLES

MONTANA

NEBRASKA LINCOLN

6,818

58,215

24,597

19,303

6,842

997

46,749

OMAHA

12,515

111,525

45,806

44,793

11,352

2,764

88,185

NEVADA HENDERSON

14,230

77,853

40,058

30,804

8,073

1,203

57,694

LAS VEGAS

56,745

305,967

139,795

88,327

27,804

3,570

186,373

N LAS VEGAS RENO

5,897

43,968

20,017

8,198

3,505

293

25,362

12,256

69,714

32,085

27,853

8,075

1,291

50,730

4,709

25,065

10,371

5,767

2,287

239

16,151

NEW HAMPSHIRE MANCHESTER

Begin a custom search for YOUR specific target marketin YOUR selected zip code(s) using our Demographic Search Tool at: www.Prospects.PLUS/MyTargetMarket www.ProspectsPLUS.com | 27.


High-Income Renters (Income + $70k)

State & Cities

Baby Boomers & Seniors (Age 50+)

Empty Nesters (Likely to downscale)

High-Income Consumers (Income +$100k)

Investors (Self-reported lifestyle as an investor)

Move-Up Market (Likely to upscale home)

Lifestyle Interests (Golf, Tennis, Boat Owners, etc.)

NEW JERSEY JERSEY CITY

14,486

37,060

12,942

13,919

2,488

860

NEWARK

4,363

34,091

10,632

2,689

925

99

15,868 9,678

TRENTON

3,606

35,984

13,742

8,795

2,864

488

19,860

14,552

140,630

63,239

43,352

20,555

1,899

80,669

19,394

NEW MEXICO ALBUQUERQUE NEW YORK ALBANY

5,027

30,201

13,376

8,603

3,397

526

BRONX

32,498

230,334

89,505

24,775

5,516

1,043

58,565

116,312

402,623

175,552

111,964

20,642

8,787

142,935

BROOKLYN

12,412

123,339

50,344

26,429

14,478

1,669

83,947

NEW YORK

BUFFALO

143,271

316,107

138,041

137,872

6,786

10,641

133,626

ROCHESTER

11,647

107,184

46,514

21,817

10,279

1,208

74,939

SCHENECTADY

4,079

38,972

17,236

11,395

5,219

548

27,963

STATEN ISLAND

15,850

98,911

47,347

41,954

11,196

2,910

52,124

SYRACUSE

4,661

48,212

18,552

8,984

5,029

488

31,604

YONKERS

7,817

34,821

14,909

8,882

2,129

449

14,619

5,946

33,563

14,074

20,969

5,989

1,226

26,008

NORTH CAROLINA CARY CHAPEL HILL

4,558

20,392

8,983

14,740

3,594

878

14,517

CHARLOTTE

35,642

164,236

67,059

76,670

19,696

5,409

119,365

DURHAM

11,728

56,806

24,289

23,490

8,116

1,705

38,611

FAYETTEVILLE

7,020

49,649

20,067

14,086

5,880

895

30,562

GREENSBORO

8,656

69,302

28,699

21,719

10,083

1,264

50,156

GREENVILLE

2,938

19,757

8,147

6,526

3,361

392

13,956

JACKSONVILLE

2,284

17,074

7,299

4,195

3,094

262

13,700

RALEIGH

22,603

104,849

44,306

54,098

17,002

3,817

82,849

WILMINGTON

7,579

48,048

21,633

18,835

7,107

1,121

40,408

WINSTON SALEM

6,205

58,308

24,260

14,775

9,146

916

41,133

BISMARCK

1,865

20,004

9,522

7,630

4,443

526

19,943

FARGO

4,038

22,143

9,594

8,755

3,674

543

20,832

AKRON

4,137

56,909

24,465

11,217

7,456

617

43,232

CANTON

3,757

51,019

19,424

14,758

8,834

752

42,717

CINNCINNATI

20,613

180,793

77,668

61,569

18,344

4,416

143,986

CLEVELAND

14,658

181,761

75,116

32,366

12,242

1,878

117,047

COLUMBUS

28,165

167,436

70,547

51,630

12,502

3,966

124,314

DAYTON

9,517

108,091

48,382

25,768

12,983

1,287

79,097

HAMILTON

1,728

22,054

9,839

4,107

4,097

188

18,371

SPRINGFIELD

1,553

26,334

12,278

5,655

3,656

256

20,753

TOLEDO

5,799

70,836

29,923

12,998

7,521

613

54,634

WESTERVILLE

3,129

22,291

10,547

13,398

2,249

972

21,677

YOUNGSTOWN

2,065

43,228

18,255

8,876

6,963

388

33,786

3,668

36,505

18,117

19,520

6,363

1,276

33,040

NORTH DAKOTA

OHIO

OKLAHOMA EDMOND NORMAN

3,058

24,347

11,846

8,579

3,724

450

19,097

11,971

121,976

54,856

27,475

16,011

1,384

81,899

9,297

90,465

41,656

25,502

11,818

1,421

60,841

BEAVERTON

8,939

37,404

17,933

18,269

3,841

972

26,490

EUGENE

7,687

45,423

21,097

17,933

5,911

920

33,698

OKLAHOMA CITY TULSA OREGON

Begin a custom search for YOUR specific target market in YOUR selected zip code(s) using our Demographic Search Tool at: www.Prospects.PLUS/MyTargetMarket 28. | Master Marketing Magazine


High-Income Renters (Income + $70k)

State & Cities

Baby Boomers & Seniors (Age 50+)

Empty Nesters (Likely to downscale)

High-Income Consumers (Income +$100k)

Investors (Self-reported lifestyle as an investor)

Move-Up Market (Likely to upscale home)

Lifestyle Interests (Golf, Tennis, Boat Owners, etc.)

OREGON continued PORTLAND

46,002

185,725

81,358

95,348

27,149

5,953

129,390

6,831

46,945

21,941

17,282

5,051

1,098

34,893

ALLENTOWN

2,994

34,312

14,082

7,711

2,969

342

20,643

ERIE

2,445

41,877

17,684

10,049

5,712

282

32,858

SALEM PENNSYLVANIA

HARRISBURG

3,640

38,254

16,709

9,279

4,346

391

25,121

PHILADELPHIA

36,304

304,481

119,257

56,384

22,755

3,431

149,768

PITTSBURGH

17,287

159,849

70,700

45,380

22,158

2,597

118,405

3,457

45,381

18,787

10,485

5,105

402

29,395

5,098

27,780

8,961

6,009

1,873

426

12,911

CHARLESTON

7,596

39,287

17,095

16,942

5,631

1,133

30,350

COLUMBIA

7,971

68,751

29,214

20,666

10,426

933

41,964

GREENVILLE

6,096

46,326

19,698

15,915

6,623

952

32,189

5,731

38,790

17,403

17,123

3,595

1,295

33,598

CHATTANOOGA

5,337

44,709

18,594

13,157

6,369

713

29,326

CLARKSVILLE

6,957

31,627

13,679

9,920

4,200

566

23,684

KNOXVILLE

9,131

89,216

37,597

29,187

13,374

1,654

65,694

10,924

124,865

51,237

25,807

12,813

1,312

61,672

5,192

36,926

16,026

15,994

4,430

705

28,510

18,929

87,614

35,047

48,365

10,695

3,609

61,845

AMARILLO

3,785

48,064

21,121

12,022

8,979

723

33,565

ARLINGTON

9,923

72,216

30,865

23,696

8,034

998

44,944

51,634

172,532

74,762

99,104

27,055

6,962

132,578

COLLEGE STATION

2,575

13,720

6,063

7,664

2,948

460

11,145

CORPUS CHRISTI

6,423

64,714

28,184

15,501

10,195

817

41,684

DALLAS

44,602

225,704

91,569

92,794

26,788

6,350

130,471

DENTON

4,101

23,268

10,961

7,657

2,865

382

16,980

EL PASO

9,253

139,568

52,072

21,288

18,153

1,028

66,838

21,955

157,200

65,473

45,274

19,476

2,730

102,022

GARLAND

5,252

45,780

19,579

11,485

4,736

453

24,431

GRAND PRAIRIE

3,729

31,757

12,966

8,122

3,962

348

17,589

75,829

513,482

201,596

176,439

71,732

9,849

271,574

IRVING

9,168

36,070

14,275

10,977

3,845

555

19,451

KATY

8,997

58,071

23,492

29,844

8,643

1,886

40,678

KILLEEN

3,636

23,731

10,207

5,085

2,797

198

15,063

LEWISVILLE

4,720

22,238

9,784

10,423

2,638

624

16,321

LUBBOCK

5,667

51,022

21,873

14,745

8,372

883

35,985

MESQUITE

2,801

26,765

11,498

5,392

2,591

172

14,504

11,071

57,730

25,570

35,567

8,065

1,940

38,519

ROUND ROCK

5,421

29,725

13,185

13,932

4,266

849

23,962

SAN ANTONIO

35,846

333,115

138,151

83,860

45,608

4,463

200,131

OGDEN

3,783

34,768

15,787

13,359

4,899

782

28,793

OREM

2,156

12,769

5,932

6,909

2,065

700

10,581

PROVO

1,777

10,343

4,699

5,610

1,795

585

8,338

16,081

77,418

34,333

38,829

10,401

2,963

56,941

READING RHODE ISLAND PROVIDENCE SOUTH CAROLINA

SOUTH DAKOTA SIOUX FALLS TENNESSEE

MEMPHIS MURFREESBORO NASHVILLE TEXAS

AUSTIN

FORT WORTH

HOUSTON

PLANO

UTAH

SALT LAKE CITY

Begin a custom search for YOUR specific target market in YOUR selected zip code(s) using our Demographic Search Tool at: www.Prospects.PLUS/MyTargetMarket www.ProspectsPLUS.com | 29.


State & Cities

High-Income Renters (Income + $70k)

Baby Boomers & Seniors (Age 50+)

Empty Nesters (Likely to downscale)

High-Income Consumers (Income +$100k)

Investors (Self-reported lifestyle as an investor)

Move-Up Market (Likely to upscale home)

Lifestyle Interests (Golf, Tennis, Boat Owners, etc.)

UTAH continued SANDY

2,496

21,451

9,758

13,693

3,566

1,167

17,697

WEST JORDAN

2,113

16,722

7,075

6,990

1,818

419

13,824

ALEXANDRIA

20,057

65,772

26,232

42,000

9,179

2,653

44,076

ARLINGTON

19,413

37,790

14,519

33,325

6,023

2,435

28,417

CHESAPEAKE

5,047

52,713

21,263

17,463

8,171

1,062

40,917

FAIRFAX

8,836

39,909

16,525

29,588

6,905

1,931

27,137

FREDERICKSBRG

5,498

37,885

16,080

15,842

5,735

968

29,640

HAMPTON

3,489

30,776

12,480

6,824

3,671

276

20,119

NEWPORT NEWS

4,656

37,638

14,561

8,479

3,118

394

24,664

NORFOLK

5,947

41,280

15,851

9,980

4,592

476

27,063

RICHMOND

9,895

55,963

21,337

18,717

6,228

1,248

34,027

ROANOKE

3,489

41,606

16,981

10,643

6,741

503

30,615

13,684

98,404

40,320

35,683

11,747

2,033

78,395

7,317

37,592

14,998

15,907

4,259

867

22,554

BELLINGHAM

5,011

27,290

11,995

11,375

4,677

627

17,889

EVERETT

6,599

32,111

13,614

10,760

2,999

507

19,217

OLYMPIA

5,295

37,027

17,241

16,132

6,101

590

25,354

RENTON

6,320

28,086

11,850

13,623

3,794

656

16,885

SEATTLE

57,179

136,538

52,963

89,327

18,236

5,563

87,248

SPOKANE

7,631

66,964

29,433

19,983

9,454

1,006

50,921

TACOMA

10,792

61,941

26,561

17,557

7,324

795

38,059

VANCOUVER

12,617

72,664

33,517

28,729

8,581

1,060

51,254

2,051

15,347

6,240

5,862

3,367

434

12,547

APPLETON

3,574

27,603

11,844

11,614

4,342

616

25,647

GREEN BAY

4,289

40,420

17,002

11,292

6,575

632

36,196

MADISON

12,307

49,990

20,323

23,030

4,938

1,395

38,535

MILWAUKEE

21,301

158,815

61,677

40,424

12,551

2,116

107,589

1,910

23,610

9,987

5,230

2,316

179

17,503

2,213

21,520

9,578

6,350

3,138

271

16,138

VIRGINIA

VIRGINIA BEACH WOODBRIDGE WASHINGTON

KENTUCKY

WEST VIRGINIA MORGANTOWN WISCONSIN

RACINE WYOMING CHEYENNE

FIRST, choose a niche series postcard.

NEXT, create your

prospect list using the demo search tool.

THAT’S IT—IT’S THAT EASY! Begin a custom search for YOUR specific target market in YOUR selected zip code(s) using our Demographic Search Tool at: www.Prospects.PLUS/MyTargetMarket 30. | Master Marketing Magazine

Baby Boomers & Seniors

High-Income Renters

Investors

Lifestyle Interests

High-Income Consumers

Empty Nesters Move-Up Market


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THE STATISTICS PROVE THAT DIRECT MAIL WORKS! 92% of young shoppers say they prefer direct mail for making purchasing decisions. 59% of U.S. respondents agreed with the following statement: “I enjoy getting postal mail from brands about new products.” 70% of Americans say mail is more personal than the internet. 40% of consumers will try new businesses after they receive direct mail.

DMA states that, on average, direct-mail advertising gives a business a 13 to 1 return on investment. 98% of consumers bring in their mail the day it’s delivered. Of these, 72% bring it in as soon as possible. 73% of American consumers say they prefer being contacted by brands via direct mail because they can read it whenever they want.

77% of consumers immediately sort through their mail. Consumers spend an average of 30 minutes reading their mail on any given occasion. They spend 45 minutes with magazines, 30 minutes with catalogs, and 25 minutes with direct mail. 48% of people retain direct mail for future reference. Source: Compu-Mail & DMA

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MASTER MARKETING, A MAGAZINE FOR SUCCESSFUL REALTORS® JANUARY 2021  

The MASTER MARKETING MAGAZINE is the ultimate educational and inspirational guide for real estate agents ready to catapult their business to...

MASTER MARKETING, A MAGAZINE FOR SUCCESSFUL REALTORS® JANUARY 2021  

The MASTER MARKETING MAGAZINE is the ultimate educational and inspirational guide for real estate agents ready to catapult their business to...