Back to School–LarsonEd

It’s not just the kids who are heading back to school–LarsonEd is gearing up for a full slate of fall courses. Check out our schedule here: https://larsontrak.larsoned.com/63-Hour-Sales-Associate-Pre-License-Course

back to school larsoned

About Larson Educational Services:

Utilizing 40 years of real estate training and professional education experience, Florida real estate school Larson Educational Services is the premier provider of Florida real estate licensing, exam preparation, post-licensing, CAM licensing, mortgage loan originator licensing, and continuing education in Southwest Florida. Classes are available in Fort Myers, Naples, Sarasota, and online. We are an approved Florida Real Estate School (License #ZH1002299), Florida CAM School (License #PRE31), Florida Insurance School (License # 370501) and NMLS Approved Course Provider.

Larson Educational Services

13040 Livingston Rd. #12,

Naples, Florida

34105

239-344-7510

LarsonEd.com

How to Create a Marketing Plan for Real Estate Agents

 

He who fails to plan is planning to fail.

-Winston Churchill

No matter how far along you are in your career—whether you’re a real estate newbie or a seasoned veteran—you won’t succeed without a well thought out plan.

And when we talk about a marketing plan, we’re not talking about your ideas to write a blog whenever inspiration hits, or to create videos when you have time (if your plans are only in your head, they are little more than pipe dreams).

We’re talking about a detailed plan to jumpstart your business through specific actions.

A marketing plan is:

a document that details you or your company’s marketing goals for a specific timeline, including a detailed step-by-step framework for achieving those goals.

Think of it as the blueprint you’ll use to guide the construction of your real estate career—your process for promoting your services.

Some quick tips for getting started:

  • Allot a significant amount of time preparing the plan
  • All goals within the plan should be reachable (with specific steps for reaching them)
  • Keep it easily accessible for reference
  • Share with the necessary people who can help enact the plan
  • Refer to it regularly (say every quarter)
  • Be willing to adjust it

how to create marketing plan

 

How to Create Your Marketing Plan

Without clearly defined goals, your time and money with both be spent inefficiently.

Whether you’re an agent, home inspector, mortgage loan originator, appraiser, or notary public, just joining a team or setting up your office is not enough to attract customers.

You need to find them through marketing.

Although the details of marketing plans may vary, there are still some universal elements that every plan needs.

 

1. Clearly define your goals

Every subsequent step is based on this one, so it must be right. Maybe you have one specific goal or several—whether it’s driving more traffic to your website, increasing your number of clients, or reaching a higher revenue point—you won’t accomplish any of it without writing it down first.

 

2. Find your niche

What separates you from your competitors?

The answer to this question will help guide you to discovering your niche in the market.

Do you have superior customer service?

Do you specialize in a specific kind of property?

Do you have better images and videos than anyone else in your market?

Once you discover your niche, that knowledge will drive the tone of your marketing plan.

 

3. Find your target market

You cannot reach everybody.

Trying to reach every person is the same as attempting to reach nobody. Because time and money and effort are finite resources, you must necessarily exclude some potential customers in your marketing plan in order to more directly reach your target clients. (This comment is called “Hiding in Infinity.” Read more about it here.)

 

4. What’s your message?

Here’s where you get to have a little more fun.

What do you want to say to your audience and how do you want to say it?

Are your marketing materials going to be playful, professional—maybe a little bit of both?

Without a game plan going into it, your tone will be inconsistent.

Take a mountaintop view of your marketing plan and imagine how your brand will appear across various mediums and social media platforms.

 

5. What’s your budget?

How much are you going to spend on your marketing plan every month, quarter, or year?

It’s possible that the amount you spend could be zero—it’s possible (at least as far as money is concerned). However…

 Remember that your budget includes time, as well.

Defining a budget helps you cap expenditures before you get ahead of yourself trying to reach goals that may not be within reach yet given your revenue.

You may hate crunching the numbers, but it’s a necessary step, otherwise you may find yourself with a plan that has no financial backing.

 

6. Specify your outreach

How much time are you going to spend on digital marketing efforts?

What about traditional marketing like magazine and newspaper ads, direct mail, and perhaps even billboards?

You don’t necessarily need to be everywhere, but you do need to think of the best channels through which to reach your audience.

Where do your potential clients?

Where do they spend their time?

You need to be right there with them.

 

7. Cultivate a content expertise

Try adding a blog to your website to share and post original content. Contribute to other real estate websites. Stay consistent and, over time, if you are adding value to people’s lives, you will be seen as a market expert.

People will begin to trust you.

Google will begin to trust you.

Your website and related content will rise in Google’s search results.

More clients will come to you.

8. Delegate

Your team (if you have one) needs to know about your marketing plan in order for it to come to fruition.

Get their buy-in from the beginning and set the plan into motion. 

To sign up for classes with Larson Educational Services, visit our website, LarsonEd.com, or give us a call at 239-344-7510.

naples real estate school

About Larson Educational Services:

Utilizing 40 years of real estate training and professional education experience, Florida real estate school Larson Educational Services is the premier provider of Florida real estate licensing, exam preparation, post-licensing, CAM licensing, mortgage loan originator licensing, and continuing education in Southwest Florida. Classes are available in Fort Myers, Naples, Sarasota, and online. We are an approved Florida Real Estate School (License #ZH1002299), Florida CAM School (License #PRE31), Florida Insurance School (License # 370501) and NMLS Approved Course Provider.

Larson Educational Services

13040 Livingston Rd. #12

Naples, FL 34105

info@LarsonEd.com

239-344-7510

LarsonEd.com

 

Should Real Estate Agents Buy a Drone? [VIDEO]

 

As of June 2016, approximately 39 percent of drone permits went to real estate professionals: https://www.zillow.com/agent-resources/trends-and-data/tips-and-advice/drones-real-estate-photography/

To learn more about LarsonEd’s Florida real estate and Florida insurance courses, visit LarsonEd.com or give us a call at 239-344-7510. 

About Larson Educational Services:

Utilizing 40 years of real estate training and professional education experience, Florida real estate school Larson Educational Services is the premier provider of Florida real estate licensing, exam preparation, post-licensing, CAM licensing, mortgage loan originator licensing, and continuing education in Southwest Florida. Classes are available in Fort Myers, Naples, Sarasota, and online. We are an approved Florida Real Estate School (License #ZH1002299), Florida CAM School (License #PRE31), Florida Insurance School (License # 370501) and NMLS Approved Course Provider.

Larson Educational Services

13040 Livingston Rd. #12,

Naples, Florida

34105

239-344-7510

LarsonEd.com

#TBT to the Mysterious Construction Guy with the Golden Arm

This #ThrowbackThursday goes back just a few years to 2015, when we expanded our offices into “The Crow’s Nest” on the second level of Royal Palm Square in Fort Myers.

Our mom, LarsonEd’s resident interior decorator, was running errands up and down between our main offices on the ground level and the upstairs Crow’s Nest, which is on the other side of the Royal Palm Square complex.

Before one of her trips downstairs, co-owner Dave Larson said, “Mom, can you grab me a few sugar packets for my tea while you’re in the main office?”

Being the good mom that she is, she agreed, proceeding to grab a handful of packets from the main office kitchen, securing them into a compact package with a rubber band, and walking outside toward the open window of Dave’s second-floor office.

Now, mom wanted to make things a little interesting, so she said screw it to hand-delivering the sugar package to Dave, and instead opted for throwing it up through the narrow opening of his window.

She immediately enlisted the help of a husky construction guy wearing a white tank top. 

“Hey,” she said as he walked past, “can you throw this sugar packet through that window?”

He stopped. The guy looked at Mom, looked up at the window, looked back at her, and wordlessly grabbed the sugar package to line up the shot.

It was clear from the outset that this wasn’t Construction Guy’s first rodeo. With eyes fixed on the second-floor window, he glided to the side in search of an optimum angle, sizing up the opening like a sniper lining up his target.

After finding his desired shot, Construction Guy brought his arm back and in one fluid motion whipped the sugar package forward, sending the precious cargo sailing through the middle of the narrow window opening.

Mom and Construction Guy heard a holler of excitement from Dave’s office. Of course the throw itself was enough cause for celebration, but the whoops were slightly more emphatic than expected.

It was Dave and our dad, Rick. “We got it!” they called down.

It turns out that as those two sat speaking in Dave’s office, Dad just happened to see the sugar package flying in through the window like a lost dove. Being the natural athlete that he is, Dad had reached up in a moment inspired by pure instinct and snatched the sugar package out of the air.

Dad came to the window laughing and explained what had happened. Outside on ground level the construction guy walked away in hysterical laughter, having never said a word to anybody.

We salute you, mysterious Construction Guy. Dave’s tea that day tasted just a little bit sweeter thanks to your throwing prowess.

Do any of you have a connection to the Southwest Florida Historical Society? We need to get in touch with them about putting up a commemorative plaque or maybe even a statue of the construction guy with the golden arm.

About Larson Educational Services:

Utilizing 40 years of real estate training and professional education experience, Florida real estate school Larson Educational Services is the premier provider of Florida real estate licensing, exam preparation, post-licensing, CAM licensing, mortgage loan originator licensing, and continuing education in Southwest Florida. Classes are available in Fort Myers, Naples, Sarasota, and online. We are an approved Florida Real Estate School (License #ZH1002299), Florida CAM School (License #PRE31), Florida Insurance School (License # 370501) and NMLS Approved Course Provider.

Larson Educational Services

13040 Livingston Rd. #12,

Naples, Florida

34105

239-344-7510

How to Convert FSBOs into Clients–Part 2

We all like to save a few bucks here and there, especially when it comes to home ownership.

But some boot-strapping home owners take DIY too far.

Sure, it makes sense to teach yourself how to fix a leaky faucet or replace a broken door hinge.

But at what point does this self reliance go too far?

The answer: when you decide to sell your home yourself.

Some people see listing their home for sale by owner (or FSBO) as a way to save an agent’s commission for themselves.

“I can put a few signs in the front yard,” they tell themselves. “And what’s so hard about taking some pictures and posting them online?”

What they don’t realize, however, is that their choice to go it alone could potentially cost them a lot of time and money.

So how do you turn FSBOs into a client?

In short, through education.

Inform FSBOs of the risks they’re unwittingly taking on and explain the possible negative implications of those risks.

Read Part 1 Here

How to convert fsbos

5. They will take longer

On average, FSBO listings will take longer to sell than agent listings. Unless the person selling without representation already knows a person who wants to take the property, this can mean a lot more time spent on the market. 

For similar reasons, properties listed by the owner are often incorrectly priced (watch here for some of the most common causes of inflated home prices).

Consequently, close to 20 percent of FSBOs are unable to sell their homes within their chosen time frame.

6. It’s a long lonely road for an FSBO

For better or for worse, FSBOs are lone wolves.

If an FSBO runs into a problem or has a question, they are all alone. Real estate agents have mentors and brokers to go to for help—agents have a network to go to for support. FSBOs do not.

7. Marketing is harder than it looks

FSBOs often underestimate the difficulty of listing and selling their home.

Think putting up a yard sign will be enough to sell your home? You’re not alone.

33% of FSBOs rely on yard signs to market their home.

Only 13% of FSBOs use the Multiple Listing Service (MLS) website. 

But what many of these sellers don’t realize is that getting on the MLS is not necessarily enough to make the sale.

Again, as an agent you have a network of connections and prospects who might be interested in a home that would otherwise sit unsold for an FSBO.

8. Less money, more problems

The name of the game for FSBOs is saving money.

However, odds are good that a for sale by owner will be nickel and dimed until their commission savings are nullified.

How much will the home inspection cost? What about signage and flyers? How about that home warranty? The list of small costs that are a necessary part of the sales process can add up.

And that’s to say nothing of the investment of time required for an FSBO.

Without the same resources as an agent, FSBOs wind up making a large investment of time to sell their home.

How much is your time worth? 

Read Part 1 Here

Florida real estate school

About Larson Educational Services:

Utilizing 40 years of real estate training and professional education experience, Florida real estate school Larson Educational Services is the premier provider of Florida real estate licensing, exam preparation, post-licensing, CAM licensing, mortgage loan originator licensing, and continuing education in Southwest Florida. Classes are available in Fort Myers, Naples, Sarasota, and online. We are an approved Florida Real Estate School (License #ZH1002299), Florida CAM School (License #PRE31), Florida Insurance School (License # 370501) and NMLS Approved Course Provider.

Brad Larson

Larson Educational Services

13040 Livingston Rd. #12

Naples, FL 34105

info@LarsonEd.com

239-344-7510

www.LarsonEd.com

How to Convert FSBOs into Clients–Part 1

We all like to save a few bucks here and there, especially when it comes to home ownership.

But some boot-strapping home owners take DIY too far.

Sure, it makes sense to teach yourself how to fix a leaky faucet or replace a broken door hinge.

But at what point does this self reliance go too far?

The answer: when you decide to sell your home yourself.

Some people see listing their home for sale by owner (or FSBO) as a way to save an agent’s commission for themselves.

“I can put a few signs in the front yard,” they tell themselves. “And what’s so hard about taking some pictures and posting them online?”

bad photo

Actually, a whole lot about real estate photography is easy to overlook. For starters, getting rid of the stuffed animals and Simpsons-esque furniture. (Photo courtesy of terribleagentphotos.com)

What they don’t realize, however, is that their choice to go it alone could potentially cost them a lot of time and money.

So how do you turn FSBOs into a client?

In short, through education.

Inform FSBOs of the risks they’re unwittingly taking on and explain the possible negative implications of those risks.

How to convert fsbos

1. The potential for scams

FSBO sales create the potential for fraud by both parties.

Some FSBO sellers will ask that their buyer go forward without an agent as well. “We can make this deal without either of us losing money to an agent,” they might say.

Hoping to save a few extra dollars in the deal, the buyer might agree, throwing down an earnest money deposit in the process. If the FSBO decides they don’t like the deal, the buyer might be out of luck without a valid contract or receipt, saying goodbye to their EMD.

FSBO scams can include producing fake papers, such as appraisals or loan documentation, or purchases through a fake third party, like a non-existent attorney.

Ask an FSBO why they would open themselves up to these potential scams. Tell them you’re a trained professional who specializes in these transactions and, believe it or not, they’re not as easy to pull off as they might seem.

2. For the love of paperwork

One of the biggest unforeseen obstacles FSBOs encounter is the daunting paperwork of a real estate transaction.

Maybe the FSBO did a Google search and found a one-size-fits-all contract and thought their work was done. But do they actually understand what’s on that contract? Are they capable of customizing it?

Ask the FSBO how valuable their time is and how it could be used in better ways than learning the ins and outs of real estate contracts they may use only a few times in their life.

Sales contracts, lead paint disclosures, property disclosures—inform the FSBO that any missteps in these papers can lead to legal problems that could’ve been easily foreseen by a real estate agent.

3. Bad deals

FSBOs aren’t as practiced or as knowledgable at finding discrepancies in contracts before signing on the dotted line. For example, let them know that they may have to pay lots of money to back out of a bad deal if there are some oversights in their paperwork. You can help save them that money and headache.

4. They’ll get less money

FSBOs make about 16% less than median sales prices. This could be due in large part to them not having the time or resources to devote to understanding their home’s market value. Likewise, they may not know how to accurately read market reports, and they might not know how to create a proper marketing campaign.

FSBOs who sell to their friends or someone they knew, dropped their median sale price from $210,000 to $151,900.

Why? Because their friend expected a deal.

Check back next time for part 2.

Florida real estate school

About Larson Educational Services:

Utilizing 40 years of real estate training and professional education experience, Florida real estate school Larson Educational Services is the premier provider of Florida real estate licensing, exam preparation, post-licensing, CAM licensing, mortgage loan originator licensing, and continuing education in Southwest Florida. Classes are available in Fort Myers, Naples, Sarasota, and online. We are an approved Florida Real Estate School (License #ZH1002299), Florida CAM School (License #PRE31), Florida Insurance School (License # 370501) and NMLS Approved Course Provider.

Brad Larson

Larson Educational Services

13040 Livingston Rd. #12

Naples, FL 34105

info@LarsonEd.com

239-344-7510

www.LarsonEd.com