The Zebra Blog

Design Spotlight: Fuchsia Florals

fuchsia florals

Today’s design spotlight features the newly refreshed Instant Identity branding design “Fuchsia Florals.” This bold and dramatic design uses the high contrast of stark black against bright fuchsia pink to grab your eye and hold your attention. Cheerful and vibrant this design shows personality and a love for nature – specifically flowers and varying shades of blush, rose, coral, and magenta. This branding template is also very customizable and would be easy to feature your interests, your colors, and your personality.

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Ask Denise: Monthly Income

Denise Lones

Q: Denise, as we are heading towards the end of the year, I am looking back at the last two years and feel like I have made good headway coming out of the recession. I would love to take a look at my business and determine what this actually looks like on a monthly basis so I can do a better plan for next year. Do you have anything that can help me?

A:  I am so glad you are planning ahead and want to take a close look at your numbers so you can have a good sense of your patterns. My company has developed a spreadsheet which can help you take a look at your activity and gross commission income per month for the last three years. Use the “Data” tab and the graphs will update automatically. This Microsoft Excel sheet is available to everyone!

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The Secrets to Targeting a Geographical Farm

target neighborhood

Many agents who think about targeting a geographical farm choose that farm based on what they think will produce best results. But without verifying that research, this may not actually be the case. Other agents like the idea of farming their own neighborhood because it is convenient and people may already know them from that farm area. But you still have to do the research required to verify that the farm you live in is a viable farm in terms of sales.

There are many parameters one should consider before selecting an area:

  • Total number of homes: Consider both the logical size and the cost to market. Choosing a farm with 400 homes can be cost-prohibitive. In fact, I recommend a geographical farm of 300 homes or fewer if you are just starting out or on a budget. However, you can always choose a smaller farm in a larger area to focus on.
  • Average sales price: The average sales price in the farm is important because it will show you the commission the farm has brought in the past and you can get an idea of its potential in the future.
  • Average commission: to be earned per home sold, depending on your fees.

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Don’t Let Vertical Homes Shrink Your Buyer Pool

tall building

During my Club Zebra call this week, I had a wonderful question from my client Laurie Way about how to market and sell unique properties. She mentioned that she often has multi-level properties listed, which are abundant in her Seattle real estate market. Her challenge is that open houses are not effective as the open house format accentuates the number of stairs (rather than accentuating the other great features of the property!), due to potential buyers spending much of their time climbing the stairs.

This question took me right back to my days of selling new construction, particularly three and four level townhomes. When you have a property with multi-levels you have to be very careful not to present the home as an adult exercise facility (which is how it can appear when potential buyers are touring the home and have to climb four flights of stairs). It is critical that you slow the buyer down on each level so they can experience what it will feel like to actually live in the house on a daily basis. The challenge with open houses and buyer showings on multi-level properties is that usually the buyers and the agent go through the home quickly because there is nothing to slow them down or no particular feature to pay special attention to.       Read more »

Ask Denise: Advertising in Small Publications

Denise Lones

Q:  Denise, I have been approached by the local high school asking if I want to advertise in their basketball booster program. I can put a business card size ad in the booklet. Do you think this is something I should do?

A:  I can’t tell you the number of times I have been asked a question like this. If you are asking me if you should randomly put an ad in a publication that is small and probably will be competing with several other real estate agents, the answer would be no. However, here is where I would say yes:       Read more »

The Lead Generation Triangle

Lead Gen Triangle

Whenever agents ask me what the best kind of lead generation method is I have to answer with the same two words every time … it depends.

Great lead generation depends on so many factors and it has to match your personality, your skill level and your interest level. If you have no interest in sitting at open houses then you should not be doing that for your lead generation method. You won’t be able to sustain them and your energy at the open house will be low. Buyers that come through the open house will feel your low energy and your results will reflect that.

Lead generation has to be something that you can sustain over a period of time and you need to have the skills to be effective at that particular type of lead generation. For example, if you are not good at writing and you don’t enjoy it then I wouldn’t recommend you write a weekly blog.

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Ask Denise: Listing Presentation Boards

Denise Lones

Q:  Denise, I have been thinking about having your company create some listing presentation boards that you have written about. I love this idea, as it will surprise and wow homeowners. However, I sell a wide range of homes – some are small and modestly-priced while others are large waterfront estates. I have different marketing plans for these types of properties. What do you recommend?

A:  Great question! Many agents have a different marketing plan for different types of houses. Therefore, I recommend that you have two sets or you have a standard set that you show every seller, but then you show your luxury marketing program for those homeowners who have a higher end property. While you may have items such as:

  • House flyer
  • Just listed card
  • Special feature card
  • Internet listing syndication
  • And standard database marketing

for your standard seller, you may have other items for luxury marketing that may include:

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Design Spotlight: Collage of Textures

Collage of Textures design

Today’s design spotlight features the newly refreshed Instant Identity branding design, “Collage of Textures.” Sharp angles, crisp black, and geometric shapes give a futuristic feel to this dynamic design. Silver and blue space-age textures provide a collage of images and graphic visuals. Contemporary fonts and text treatments (including vertical text!) complement the next-gen appeal of this one-of-a-kind branding design.

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