Surviving and Thriving as a Real Estate Agent: Part 3

In my last two articles, I have discussed how real estate agents can not only survive, but thrive in this challenging real estate market.  I have covered the first three points in my four point plan:

1. Develop Your Niche
2. Become An Expert in Your Field
3. Be Mobile/Adapt
4. Develop a Marketing Campaign

Today I will cover the final point: Develop a Marketing Campaign.

Once I have developed my niche and determined specifically where I am going to invest and recommend that my clients invest, I create my marketing campaign to go find the investors.  I could easily write an entire book just on marketing for real estate agents, and I look forward to sharing more articles with you in the future on this topic, but for now I will share a few brief thoughts here to put you on the fast track. The marketing materials that I use are designed to aid the investor in making an informed decision on the investment they are currently considering. 

• The first item in this package is the “e flyer.”  This flyer is a colorful,
eye catching marketing piece that lists all the features and benefits of
the potential investment in a concise, easy to understand format.  I
send these flyers out to investors in the form of email blasts and
their purpose is to catch the investor’s eye and encourage them to read
more about the investment opportunity that I am offering.  To view an
example of one of my recent investment
flyers:www.viewpointequity.com/MGMFlyer.pdf  
• The second item that I include in my marketing package is a
proforma worksheet.  I have always used proformas to analyze
my own investments and I find it is an excellent tool to share
with my clients as they consider similar investments.  If the proforma
is done well and accurately, it will not only aid the potential client
in understanding the financials of the investment, but it will also
build your credibility in the eyes of your customers as not just a
Realtor, but a seasoned investor that actually understands the
investment process.  Having actual numbers plugged into a spreadsheet
gives the investor a sense of comfort with you and with the investment,
and helps to eliminate the feeling of the “unknown,” especially for
new investors.  All-in-all creating an informative and professional
marketing package for the properties that you are looking to sell
and including realistic projections and other data helps investors
to accurately evaluate a deal and establishes valuable credibility for
you that will result in repeat business, referrals, and client loyalty.
• Another tool that I use with outstanding results is my monthly
newsletter.  Different than a typical “Realtor” newsletter that might
feature recipes and other useful but non real estate related information,
my newsletter is filled with statistics, actual deals, potential
deals, education and opinions of the market in which I am currently
working.  Sending this out to my database on a monthly basis allows me to
stay in front of them and remind them that I am always looking for the
next best deal when and if they are ready to get involved.  To see my
latest newsletter: www.viewpointequity.com/newsletter.pdf
• My final, and perhaps most important marketing strategy, involves not what
I do, but what I don’t do.  I have found that my strengths as a
business person lie in my abilities to create leads, talk to clients,
sell properties and negotiate deals.  My strengths do not lie in the field
of internet marketing or graphic design.  Because of this, rather than
spend my time working on my own e flyers and newsletters, I employ an
internet marketing/graphic design firm to handle these details for me.  When
I am ready to create a marketing piece, I do the overall concept
management, writing, thinking, and analyzing and forward it on to
my specialist for the design of the marketing materials.  Once back to me
I make suggestions and changes to put the final touches on the material. 
I suggest that you too spend more time on the areas in which you
specialize and less time playing with graphic design programs on your
own computer.  This one idea (the virtual marketing assistant) has helped
me tremendously in getting more effective marketing material produced
faster than I could otherwise produce myself, leaving me free to
pursue sales.  If you are interested in contacting the firm that handles
my marketing, you can reach them through their
website:www.spiraldigitalmedia.com

If you follow these four simple steps, you will be well on your way to thriving as a real estate agent, even in a down economy.

Mayor Goodman Speaks at Hugely Successful Meeting

Over 100 people pre-paid to attend the October meeting of the Las Vegas Real Estate Insider Club in the conference room on the top floor of the Newport Lofts in downtown Las Vegas. Club founder Glenn Plantone welcomed Las Vegas mayor Oscar Goodman as the keynote speaker for this special event. Unfortunately, due to space constraints, event workers had to turn quite a few folks away at the door who had not pre-registered. After indulging several attendees looking for photo opportunities, Mayor Goodman took the floor around 7pm in front of a packed house. The mayor, famous for his career as the high-profile defense attorney for the Las Vegas mob, entertained the crowd with colorful stories of ex-clients and his penchant for the movie business. (If you ever meet Mayor Goodman, be sure to ask him about his requirement that all film producers looking to make a movie in Las Vegas create a part for Oscar in the movie...or they don't get a permit to make the film.) Mayor Goodman also discussed important developments occurring in the downtown Las Vegas area including the construction of the Lou Ruvo memorial brain center which is now underway. This institute, which will be managed by the Cleveland Clinic, will bring world class academic medicine to Las Vegas. Mayor Goodman stressed the importance of bringing academic medicine and superior health facilities to Las Vegas if the city is to continue its growth. The Mayor also touched on another important pre-requisite for a first rate American city: a professional sports team. According to Mayor Goodman, an arena and sports complex is in the works that will hopefully house an NBA basketball team within the next two to three years. Mayor Goodman expressed continued optimism over the possiblility of a realitively quick recovery for the Las Vegas housing market, stressing the assets that will help strengthen the local economy and encourage continued vitality in the market over the next several months and years.

After Mayor Goodman finished addressing the crowd, Glenn gave a short presentation detailing the current state of the Las Vegas housing market. He gave an in depth look at the number of sales in the preceeding five months vs. the number of foreclosures being added to inventory. Since the vast majority of sales closing in the Las Vegas valley continue to be REO or bank owned properties, Glenn pointed out that the number of SFRs currently available is not nearly so important to consider as the number of foreclosures being added to the market as REO listings on a monthly basis. Glenn's observation was that with the number of sales remaining consistently high since June, but the number of foreclosures steadily declining, we are actually facing a shortage situation in the market. There are more people looking to purchase low-priced REO homes than there are homes to sell them. Glenn estimates that the actual standing inventory of SFRs in Las Vegas currently represents only a two to three WEEK supply. This explains why investors and Realtors have faced multiple offer, bid-type situations as they attempt to purchase homes in the past several months. As REO inventory continues to decline, Glenn has found that a shift in direction is now required in order to provide his investor clients with the continued ability to purchase quality investment properties without having the price bid up to levels incompatible with strong cash flow. This shift in direction has led him to the Trustee Sales. By attending Trustee Sales on behalf of his clients, he has been able to successfully purchase properties for his clients at prices substantially below fair market value. If you are interested in purchasing properties utilizing the Trustee Sale, please contact Glenn at (702) 938-8888.

Glenn was followed by a presentation from Tamara Bostrom of Spiral Digital Media. Tamara discussed internet marketing for Web 3.0. As the internet has grown and consumers interaction with the web has increased to multiple events daily, it has become increasingly difficult for professionals to stand out on the web. Tamara discussed the need for Realtors, mortgage brokers, insurance agents and all other professionals to find a "niche" for themselves within this broader marketplace. She also discussed the success Spiral has created for their clients using content driven marketing. Content driven marketing is based around the concept of creating educational material within a client's niche and distributing this content as widely as possible on the web. This helps to establish the client as an expert within his or her field and results in potential customers coming to the client for help, rather than the client having to pursue potential customers. If you are interested in learning how Spiral Digital Marketing can use this unique internet marketing strategy to help generate leads for you, please contact them at (435) 652-9595.

Mike Lathigee closed the meeting by discussing how broader, macro-economic trends can affect local and national real estate markets. Mike's investment group, Alliance, specializes in identifying and acting on these trends that create buying and selling opportunities. Mike then presented a unique opportunity for all REIC club members to attend Investfest 2010 for only $1. This year, Investfest will host the youngest billionaire in Europe as well as many other speakers discussing how to generate wealth in real estate and other markets. If you are interested in attending Investfest 2010 for $1, please contact Glenn at gsplantone@gmail.com

Las Vegas Real Estate Insider Club April Meeting Roundup

Wednesday, April 8th saw the Real Estate Insider Club meeting for the first time at our new location at the Fairway Hospitality Center at Putter’s Bar & Grill on Rainbow at the 215. Since reformatting the club earlier this year, attendance has grown each meeting and we quickly outgrew our space at Tommy Bahama’s.

This meeting was another success as attendees enjoyed presentations from several guest speakers as well as our usual commentators. As we helped ourselves to the dinner included in the $25 entry fee, Jenna Bohannon from Old Republic spoke about home warranty options. She detailed which pre-existing conditions can be covered by home warranties and which are excluded as well as other general information.

Jenna was followed by regular presenter and “Las Vegas Realtor on the street” Scott Meservey. Scott presented sales statistics and MLS data from March and pointed towards inventory that is depleting month over month and median sales prices that are holding steady as possible indicators that we may quickly be approaching a bottom in the beleaguered Las Vegas real estate market.

Rich Warren shared his viewpoint on the broader national economy. With government intervention at an all time high, Rich noted that the billions of dollars being spent by the Feds to stimulate the national economy may be exacerbating the nation’s woes. By desperately trying to throw money at the problem, the government is quite possibly simply delaying the inevitable upcoming crash and thereby delaying the start of a recovery period as well.

We were then privileged to hear from James Jackson, a government employee who works with the Section 8 housing program. He explained the benefits landlords can achieve by seeking Section 8 tenants for their properties. He also explained possible downfalls and how to protect yourself as a landlord. His talk was well received and he fielded several questions on specifics from interested investors.

Tamara Bostrom from Spiral Digital Media shared with the group several tips for how entrepreneurs, investors and small business owners can use internet marketing to generate leads and increase exposure. She specifically mentioned that establishing yourself as an expert within your particular niche is a great way to effortlessly network and bring in new clients. She also discussed the importance of projecting a professional image through great design. Hiring a graphic design firm, such as Spiral, to create a logo package, design business cards and produce a great website will help businesses to stand out from the crowd in these tough economic times.

Our final speaker of the night was Darci Poloni of Poloni & Associates. She discussed the benefits real estate investors can achieve by placing their properties in separate LLC entities as opposed to keeping them held in the name of the individual. She touched on spreading liability, umbrella insurance policies and other protections. She also discussed some of the specific practices that must be maintained once LLCs are formed in order to insure that the corporate veil cannot be pierced if litigation is ever brought against the entity.

We are looking forward to another great meeting on Wednesday, May 13th from 6-8:30pm at the same location.

If you would like to contact any of our speakers regarding their services:

Jenna Bohannon
Old Republic
(800) 445-6999
jennab@orhp.com

James Jackson
Section 8 Housing Program
(702) 451-8041 X1530
jjackson@haccnv.org

Tamara Bostrom
Spiral Digital Media
(435) 275-5980
tamarabostrom@gmail.com

Darci Poloni
Poloni & Associates
(702) 616-9240
poloni-law@cox.net