Marketing A Home - Accentuate the Positive!: 5 Keys

Many homeowners, seem to falsely believe, all they need, to sell their home, is to, either have it listed by a real estate agent, or do so, themselves, as a so - called, FSBO! However, after over a decade as a Real Estate Licensed Salesperson, in the State of New York, I have discovered, one of the most necessary, essential components, of this process, is to professional, market it, in order to achieve the most desirable results, which for most sellers, is to get the highest possible, available price, in the shortest period of time, with the least amount of hassle, and/ or, additional stress! Quality real estate agents consider, how to best do so, by accentuating the positive features, and reducing distractions, etc. With that in mind, this article will attempt to review 5 keys, to doing so.

1. Curb appeal: If you can't get potential, qualified buyers, to come in, to view the house, you won't get it sold! Why would anyone be attracted to see more, unless/ until, he sees pictures, online, which inspire and motivate him, to take it, to the next step? This must begin, with paying, keen attention, to curb appeal, which means, what someone sees first, when they approach the house. Reduce potential negatives, including exterior painting, unattractive doors and/ or windows, concrete and paved areas, lawns and shrubs! Consider, whether your listing price, attracts, or hurts!

2. Eliminate any negative distractions: When/ if, anything distracts, rather than attracts, or at least, is neutral, it hurts the possibilities! Any distractions, including poor exterior maintenance, unkempt painting (interior or exterior), cracks in concrete or paved areas, clutter, distracting odors (unpleasant/ undesirable), should be addressed, as soon as possible!

3. De - clutter: Clutter is the enemy of effectively, showing, and marketing a house. Discuss this, objectively, with the agent, you hire, and if, there are major issues, understand the advantages, in certain cases, of using a home stager!

4. Paint, and touch - ups: When a house looks fresher, it attracts more individuals, to envision themselves, living there. Paint in a neutral color, to make the house, seem larger, cleaner, and better cared for. Touch - up, areas, inside and outside, which might benefit from a little attention!

5. Accentuate rooms which make the biggest difference: Kitchens and bathrooms, are generally, the two areas, most buyers, consider, most closely! However, balance the costs, with the benefits, and proceed, accordingly! The entry hallway should be clean, and neat, because you only get one chance, to make a first impression!

We often think of marketing, solely, as advertising, and promotion, but, unless/ until, one focuses on paying keen attention, to these 5 keys, it won't get the most desirable results! Homeowners should hire someone, who articulates a quality, meaningful, marketing plan, and strategy!

Postcards As Effective And Cost-Effective Marketing Method

With so many alternatives available, it is often asked which method of marketing is most effective. Because of escalating costs, many businesses and organizations have opted for predominantly electronic marketing (internet), but those using exclusively electronic market often complain that they are not getting the response they anticipated. While some corporations are successful using predominantly internet marketing, the most successful "Web" campaigns are those that use other media to direct the target audience online. Some of those media include television, radio, print media (newspapers and magazines), advertising (including banners) on other Web sites, and direct mail marketing.

Although internet marketing is quite effective in attracting certain target markets, the exclusive use of internet marketing often excludes a number of potential "targets." Certain products directed toward certain generations of individuals can be marketed primarily by electronic marketing (however, there is still the need to direct the target market to the site that one wants to market), but other products, and many services need more attention to "conventional" marketing.

Many organizations have dramatically reduced printing and mailing as their primary method of "outreach," predominantly because of the escalating costs of printing and postage. Some then substitute an almost exclusive electronic "outreach" method, and many are then disappointed to find, for example, that attendance at events and conferences, as well as membership dues and donations collections end up suffering, as a result. While the elaborate multi-colored, expensive paper, expensive to mail magazines and brochures produced years ago usually are difficult to justify, less expensive printing and mailing should often be considered.

However, any mailing should effectively "sell the sizzle", so that even a casual glance by a viewer would "catch the eye" and interest the recipient. Statistics indicate that conventional mailing in envelopes can be quite ineffective, because it is time consuming to produce and distribute, can be costly, and does not get enough "views." The reality with "envelope" mailing is that a large number of recipients never even open the envelope, considering it to be "junk," and never bothering to view the contents and message. On the other hand, postcards can be quite effective, because the message cannot be easily avoided by the viewer, and they are relatively inexpensive to produce and distribute.

An organization has two choices in terms of the type of postcard to send, regular-size or over-sized. While some argue that over-sized get more "views," studies have indicated that both sizes, if produced correctly, receive approximately the same response. The huge advantage of regular sized postcards is that they are significantly less expensive to mail.

The most effective postcards are those that are printed on both sides, with a "sell the sizzle," catchy phrase on the address side, and the words "See Other Side" printed cleverly. On the other side, a very brief, to the point message, emphasizing the main message, and providing a phone number, an e-mail contact address, and a website to go to for details. Depending on the type of mailing, typical response rates on organizational postcard mailings range from about one to eight percent. In addition, an effective ;postcard campaign can be produced for approximately $350 per thousand pieces (even less if not-for-profit bulk rates are taken advantage of), including printing and postage.

Organizations that really want to optimize their results should use creative postcard marketing, in conjunction with internet promotions. Postcards are both cost effective and productive, and will improve results of any organization's marketing!

You Will Never Close The Deal Unless You Ask

Everything we do in life involves the sale of either a product or a service. While many professionals often cringe at agreeing with that premise, the reality is that in some manner or other, each of us need to sell either ourselves, or someone else, on either an idea, a service or a product.

Having trained salesman and marketers, as well as their managers, for over three decades, I have observed innumerable individuals who never achieve the results that others, who often appear to have less talents or abilities, end up with. Many marketers and salespersons make the mistake of painstakingly preparing and rehearsing their presentations (or "shpiels"), and often give a technically near-perfect presentation. However, often others with lesser presentations end up with far superior results.

The main reason for this often is something that is referred to as "closing," or "the close," or "the ask." When someone does not ask the person he is presenting to for some sort of commitment or agreement, he rarely will get it volunteered. Effective and productive presenters realize that one must ask something like, "Doesn't it make sense?" and wait quietly for a response before proceeding.

When these same people role play, or rehearse their technique, they nearly always do close. Then why don't they when the real opportunity comes up? At one point, I over-analyzed this situation nearly to death. I "bought into" all the philosophical "mumble-jumble" that is given by those without true experience or expertise, who have simply read or heard something somewhere. However, over time, I have come to a very simple reason why closing is not done in real-time situations. Many individuals have difficulty going outside their own personal comfort zones, to ask for the "sale" or "deal" or "agreement." When one does not ask, they almost never get to the "deal" stage.

The same is true in negotiations. I have conducted hundreds of negotiations in the last three decades. One only has a chance of getting any type of adjustment or concession during a negotiation if you ask openly for what you want.

Therefore, it is important that each of us understand that it is not the presentation that counts, as much as the "close." If you really want something, you must ask!

If All Else Fails, Make A Suggestion

You've attempted everything you know to convince someone. You have utilized and employed every technique and methodology to try to make your point in a convincing, winning way. You have used the "Five Steps" method of answering objections, and been effectively listening to the other party. Yet, you still are unable to "close the deal." What should you do next?

The typical reaction is that most individuals simply give up their efforts, figuring that they have done everything they could, and still not succeeded. However, in most cases, they probably have not. When you've tried everything you know, and retried in the proper manner, and still do not get the reaction you are looking for, and desire, yet you are convinced that your point is well considered, thought out, and the correct approach, there still is one additional technique to employ. At this stage, you should simply say, "May I make a suggestion?" Once you say that, it is essential that you stop speaking.

While many individuals find it relatively simple to decline an offer, or at the very least, either procrastinate, delay, or stall, almost no one will respond negatively when you ask that question. However, this technique will only be effective if you steadfastly obey the "ZTL" method. "ZTL," or "zip the lip" means that you say nothing until the other individual responds. The basic rule of this philosophy is that whoever speaks first after a question, loses this part of the "game."

Once you get an affirmative response to, "May I make a suggestion?" which you will, even if the other party doesn't want you to, is that you must take advantage of the opportunity. The best method is to begin to ask probing questions, like, "I am a little confused because most people I've explained this to decide to pursue it further. What exactly is it about this idea that keeps you from acting?"

Once you say that, once again employ "ZTL" and wait for an answer. Listen intently, and respond to the individuals concerns. Often a stumbling block is that people tell you that "I want to think about it," which really, in most cases, is little more than either a delaying tactic, or a pleasant way to say no. Answer each and every question and concern concisely and precisely, in a calm and patient manner. It is important to eventually re-close on an action regarding the concept or idea. In my three decades of training, I have witnessed some fabulous presentations that did not achieve the desired result simply because the presenter did not close and re-close. Your final suggestion is the "sample order" approach, recommending an individual try something in a very limited manner for a specific period, and if it is not everything you say, then terminating the relationship. You must, however, always be open and honest in your presentation, or you will never have a satisfactory relationship in this situation.

Objections: Answering in 5 Steps

In nearly every situation, when people get into a discussion, there are bound to be certain questions or objections. How one handles the situation, and responds to objections, often determines whether one accomplishes his desired results. It is important to understand that all objections fall into two categories, either (1) technical; or (2) emotional. If the initial presentation has been properly presented, the vast majority of objections are emotional. The main technical objection is usually financial, while it takes a finer "ear" to properly understand what each emotional objection might be.

The same five steps are used in all situations. The finesse comes with being comfortable with the concept, listening, and believing in these steps. All major sales and marketing organization teaches this to some degree. The five steps are:

(1) Restate the objection--- This is essential so that you are answering the true objection, and not opening up a Pandora's Box by addressing something that is not the objector's concern. An easy way to do this is to say something like, "So you're concerned about... " (Understand the concern may be about a guarantee, reliability, time commitment, ability, etc., but it is essential that you ask, and get a response and acknowledgment from the objector). Also remember the very important "ZTL" rule - - - "zip the lip." Do not speak until the other person answers your question, and if you are not sure of the meaning of the answer, ask again until you are! The ZTL rule says that the first person to answer "loses."

(2) Empathize (Don't sympathize). This can be simply done by saying something similar to, "I can perfectly understand how you feel, in fact I felt the same way, until i realized and understood a few things..."

(3) Answer the objection-- Calmly, conversationally, fully answer the objection...

(4) Restate the proposal - - - "So in light of this information, and in light of the fact that you've told me that you... "

(5) Re-close - - - "Doesn't it make sense to...?" Then ZTL! I repeat, under no circumstances speak. You must let the other person, agree, say maybe, or give another objection. If they now give another objection, repeat the 5 steps! Keep doing this!

Then, if you believe you have done this long enough--- and after a minimum of 3 times using the 5 steps, there is one more "fall-back" position - - - Say, "May I make a suggestion?" Then, again, zip the lip. Wait-- force yourself --- it almost never occurs that someone will say NO to making a suggestion while they may say "No," eventually to the suggestion, however. It is very important that you get the other person into that "nodding--yessing" mode, because this can be a great lead in (or "trial close") to eventually overcoming the objection, and acquiring a commitment.

I want to stress that this works. I have used it hundreds and hundreds of times in numerous industries, organizations, charities, and personal situations. I have taught thousands how to effectively use these techniques. It initially takes some coaching, and then some practice, but once someone has perfected this technique, their "closing ratio" improves incredibly!

Objections- How to Answer in 5 Steps?

In nearly every situation, when people get into a discussion, there are bound to be certain questions or objections. How one handles the situation, and responds to objections, often determines whether one accomplishes his desired results. It is important to understand that all objections fall into two categories, either (1) technical; or (2) emotional. If the initial presentation has been properly presented, the vast majority of objections are emotional. The main technical objection is usually financial, while it takes a finer "ear" to properly understand what each emotional objection might be.

The same five steps are used in all situations. The finesse comes with being comfortable with the concept, listening, and believing in these steps. All major sales and marketing organization teaches this to some degree. The five steps are:

(1) Restate the objection--- This is essential so that you are answering the true objection, and not opening up a Pandora's Box by addressing something that is not the objector's concern. An easy way to do this is to say something like, "So you're concerned about... " (Understand the concern may be about a guarantee, reliability, time commitment, ability, etc., but it is essential that you ask, and get a response and acknowledgment from the objector). Also remember the very important "ZTL" rule - - - "zip the lip." Do not speak until the other person answers your question, and if you are not sure of the meaning of the answer, ask again until you are! The ZTL rule says that the first person to answer "loses."

(2) Empathize (Don't sympathize). This can be simply done by saying something similar to, "I can perfectly understand how you feel, in fact I felt the same way, until i realized and understood a few things..."

(3) Answer the objection-- Calmly, conversationally, fully answer the objection...

(4) Restate the proposal - - - "So in light of this information, and in light of the fact that you've told me that you... "

(5) Re-close - - - "Doesn't it make sense to...?" Then ZTL! I repeat, under no circumstances speak. You must let the other person, agree, say maybe, or give another objection. If they now give another objection, repeat the 5 steps! Keep doing this!

Then, if you believe you have done this long enough--- and after a minimum of 3 times using the 5 steps, there is one more "fall-back" position - - - Say, "May I make a suggestion?" Then, again, zip the lip. Wait-- force yourself --- it almost never occurs that someone will say NO to making a suggestion while they may say "No," eventually to the suggestion, however. It is very important that you get the other person into that "nodding--yessing" mode, because this can be a great lead in (or "trial close") to eventually overcoming the objection, and acquiring a commitment.

I want to stress that this works. I have used it hundreds and hundreds of times in numerous industries, organizations, charities, and personal situations. I have taught thousands how to effectively use these techniques. It initially takes some coaching, and then some practice, but once someone has perfected this technique, their "closing ratio" improves incredibly!