In each of her first few years in real estate, Manon de Carlo had steadily grown her business. By about the fourth year, though, her production topped out at about $4 million in sales. “I hit that plateau and stayed there for a long time,” she recalls. “I just kept thinking to myself, ‘What can I do to increase my business?’”

Manon decided to attend a Hobbs/Herder seminar in 2000. By the end of the event, Manon was convinced she needed to do a better job with her personal marketing. “I knew it was a lot of money to invest, but the personal marketing approach was exactly what I was needed to take my business further.”

Immediate Returns
After her first year of implementing her direct mail campaign, Manon’s production jumped from $4 to $7 million. That number steadily increased every year, with the pinnacle being $20 million in 2005 when the market was at its hottest. But as we all know, things were destined to change in the world of real estate. The bubble was about to burst and not even Manon could avoid it.

“I watched many brokers and agents leave the business when things got tough,” Manon says. “I had a choice to make myself.” Manon’s choice was to make a commitment to her business. She wasn’t going to slow down her marketing efforts for anything. She would keep doing what made her successful. “I put my blinders on and kept moving forward.”

A Truly “Powerful” Tool
Though she actively uses all her marketing pieces, the main tool in Manon’s toolkit has always been the PowerKard. “It is well named. It’s very powerful,” she says. She has a large mailing list of 7,000 homes broken down into different segments. For every listing or sale she gets, Manon sends out a customized mailer. It’s a simple plan she follows, but it’s been highly effective for her.

“People call me because they feel comfortable with me. They feel like they know me better than other agents. And because they see my regular activity in the market, they know I am a good real estate professional.”

Manon also sends out a quarterly newsletter that is well-received by her geographic farm. Another key piece she sends is her annual “Market Update.” Every January, she sends a PowerKard to all 7,000 homes in her farm listing the previous year’s sales in each particular community. “It’s a real ‘keeper’ piece,” Manon says. “I go into clients’ homes all the times and see it posted on their refrigerators. They really value that information because they want to know what sold and what it sold for.”

Staying Successful in a Slow Market
Since the market cool-down, Manon continues to hold her business steady. She sold $12 million in 2009 and is on pace for similar numbers this year, far and away leading the competition in her area. Most of her business is still regular buyers and sellers because her marketing campaign has allowed her to keep a strong market share. Short sales are few and far between for her, which is just how she prefers it. While other agents avoid spending money on marketing like the plague, Manon continues her plan and keeps growing her market share throughout the Bangor area, which will position her well when the market takes another upswing.

One of the other programs that has helped Manon find success in a tough market is following the Hobbs/Herder expired listing program (which comes with registration to the Hobbs/Herder Gateway seminar. She identifies and mails to 4 or 5 homeowners a day whose listing contracts have expired with other agents. Manon also actively markets to her past client database, which numbers about 1,000. They receive her quarterly newsletter, greeting cards at Christmas and Anniversaries and, of course, her yearly Market Update PowerKard. For her, it’s important to stay in front of the people who’ve already worked with her. Manon knows they quickly forget, so they have to be reminded that she’s a valuable resource they can turn to for their real estate needs. The result has been a steady flow of repeat and referral business.

Continuing to Move Forward
Yet as successful as Manon’s marketing efforts have been, she knows she can be better in a number of important areas. That’s why she attended the Gateway conference in Boston this year. “I wanted to know what else I should be doing with my marketing,” she says. “Needless to say, I learned a lot in those three days.”

Probably the biggest area of improvement for Manon will be in her online efforts. From bettering her website design, content and branding to getting more active on the Social Media front, she knows she needs to get more current with the times and generate more leads from her Internet efforts. “The business has clearly changed, especially the way people communicate,” she says. “I need to take better advantage of these opportunities.”

Another strategy that Manon re-learned was the detriment of marketing her team instead of herself. For years, she’s been using a logo that promoted “Manon & Team” on her marketing pieces. At the seminar, though, she saw the value of marketing herself first. It’s more personal, more engaging and, in the end, much more effective. “I’m in the process of changing my signage and cards to reflect my name and not the team’s,” Manon says. “I think it will have a very positive impact moving forward.”

In addition, Manon knows she needs to use her brochure more often. Whether it’s mailing out to her farm or handing it out to people face-to-face, she realizes she’s not utilizing one of her best marketing pieces to its full potential.

“I’ve been very successful with my campaign, but I know I can do even more,” Manon says. “The Gateway opened my eyes to so many more possibilities, I’m excited to take the next steps forward.”

In each of her first few years in real estate, Manon de Carlo had steadily grown her business. By about the fourth year, though, her production topped out at about $4 million in sales. “I hit that plateau and stayed there for a long time,” she recalls. “I just kept thinking to myself, ‘What can I do to increase my business?’”

Manon decided to attend a Hobbs/Herder seminar in 2000. By the end of the event, Manon was convinced she needed to do a better job with her personal marketing. “I knew it was a lot of money to invest, but the personal marketing approach was exactly what I was needed to take my business further.”

Immediate Returns
After her first year of implementing her direct mail campaign, Manon’s production jumped from $4 to $7 million. That number steadily increased every year, with the pinnacle being $20 million in 2005 when the market was at its hottest. But as we all know, things were destined to change in the world of real estate. The bubble was about to burst and not even Manon could avoid it.

“I watched many brokers and agents leave the business when things got tough,” Manon says. “I had a choice to make myself.” Manon’s choice was to make a commitment to her business. She wasn’t going to slow down her marketing efforts for anything. She would keep doing what made her successful. “I put my blinders on and kept moving forward.”

A Truly “Powerful” Tool
Though she actively uses all her marketing pieces, the main tool in Manon’s toolkit has always been the PowerKard. “It is well named. It’s very powerful,” she says. She has a large mailing list of 7,000 homes broken down into different segments. For every listing or sale she gets, Manon sends out a customized mailer. It’s a simple plan she follows, but it’s been highly effective for her.

“People call me because they feel comfortable with me. They feel like they know me better than other agents. And because they see my regular activity in the market, they know I am a good real estate professional.”

Manon also sends out a quarterly newsletter that is well-received by her geographic farm. Another key piece she sends is her annual “Market Update.” Every January, she sends a PowerKard to all 7,000 homes in her farm listing the previous year’s sales in each particular community. “It’s a real ‘keeper’ piece,” Manon says. “I go into clients’ homes all the times and see it posted on their refrigerators. They really value that information because they want to know what sold and what it sold for.”

Staying Successful in a Slow Market
Since the market cool-down, Manon continues to hold her business steady. She sold $12 million in 2009 and is on pace for similar numbers this year, far and away leading the competition in her area. Most of her business is still regular buyers and sellers because her marketing campaign has allowed her to keep a strong market share. Short sales are few and far between for her, which is just how she prefers it. While other agents avoid spending money on marketing like the plague, Manon continues her plan and keeps growing her market share throughout the Bangor area, which will position her well when the market takes another upswing.

One of the other programs that has helped Manon find success in a tough market is following the Hobbs/Herder expired listing program (which comes with registration to the Hobbs/Herder Gateway seminar. She identifies and mails to 4 or 5 homeowners a day whose listing contracts have expired with other agents. Manon also actively markets to her past client database, which numbers about 1,000. They receive her quarterly newsletter, greeting cards at Christmas and Anniversaries and, of course, her yearly Market Update PowerKard. For her, it’s important to stay in front of the people who’ve already worked with her. Manon knows they quickly forget, so they have to be reminded that she’s a valuable resource they can turn to for their real estate needs. The result has been a steady flow of repeat and referral business.

Continuing to Move Forward
Yet as successful as Manon’s marketing efforts have been, she knows she can be better in a number of important areas. That’s why she attended the Gateway conference in Boston this year. “I wanted to know what else I should be doing with my marketing,” she says. “Needless to say, I learned a lot in those three days.”

Probably the biggest area of improvement for Manon will be in her online efforts. From bettering her website design, content and branding to getting more active on the Social Media front, she knows she needs to get more current with the times and generate more leads from her Internet efforts. “The business has clearly changed, especially the way people communicate,” she says. “I need to take better advantage of these opportunities.”

Another strategy that Manon re-learned was the detriment of marketing her team instead of herself. For years, she’s been using a logo that promoted “Manon & Team” on her marketing pieces. At the seminar, though, she saw the value of marketing herself first. It’s more personal, more engaging and, in the end, much more effective. “I’m in the process of changing my signage and cards to reflect my name and not the team’s,” Manon says. “I think it will have a very positive impact moving forward.”

In addition, Manon knows she needs to use her brochure more often. Whether it’s mailing out to her farm or handing it out to people face-to-face, she realizes she’s not utilizing one of her best marketing pieces to its full potential.

“I’ve been very successful with my campaign, but I know I can do even more,” Manon says. “The Gateway opened my eyes to so many more possibilities, I’m excited to take the next steps forward.”

We’ve all heard the Facebook horror stories: Profile pictures of so-called “professionals” with drinks in their hand or a goofy pose better reserved for private viewing, not public consumption.

In this social media-driven age, too many agents tend to get sloppy when it comes to their Facebook and Twitter profiles. Like any other marketing you do, the first impression you make on Facebook or Twitter is very important. If it’s not favorable, you’re going to repel people. Failing to take the time to really think about what your profile is conveying can be detrimental to your business.

The good news is that new graphic capabilities now allow for greater flexibility and increased professionalism and branding, and in this article, we’ll show you how to make the most of these new options.

Content is King
The first rule of thumb for social media marketing is to offer something of substance. Your Facebook and Twitter pages can’t be facades – they must deliver valuable information to prospective clients without being overtly “salesy.” They need personal content that is both professional and engaging.

Once you have and are offering good quality content and data, the next step is tying it all together with high-quality branding. Let’s start by taking a look at how you can convey your unique brand on Facebook.

Facebook Follies
For a site designed to express your individuality, Facebook itself sure lacks for personality. Think about it – for the most part, one person’s Facebook page looks pretty much like everybody else’s Facebook page.

Until now, that is.

Breaking out from Facebook’s anonymous aesthetic starts with the simplest of options, your profile picture. In the past, this image was limited to 200 x 200 pixels, but now it can be up to 600 pixels tall. An extra 400 pixels isn’t going to turn you into a social media dynamo, but it’s a good start to differentiate yourself, and it allows you more flexibility to convey your brand rather than just a square mugshot.

Here are a few examples of how to best take advantage of the extra territory:

Once you have updated your profile picture yet to include your branding, it’s time to get a little more involved. One great feature Facebook offers but not many people take advantage of is the “fan page.” This is a separate page from your profile page that allows you to customize the graphic appearance of your page. Check out what Dean Martin has done with the “Welcome” tab of his fan page:

This rich graphic presentation sets the tone for Dean’s Facebook presence and allows him to provide additional resources to the prospective clients who visit his page, all wrapped up with the high-quality graphics he uses on his marketing materials. Furthermore, a branded social media site indicates that you’re serious about your career and plays into the emotional connections people forge through social media. When someone finds you on Facebook, they feel a stronger connection to you. And when your Facebook is branded with professional graphics and contains quality content that sets you apart from others, it serves as validation of your quality as an agent.

Creating A Sense of Community
Your Facebook fan page also provides another benefit. Over time, as you drive more clients and past clients to your fan page, a group will form. Think of the impact of a prospective client discovering your Facebook fan page, only to find a collection of loyal fans all singing your praises. The “group” aspect will resonate strongly with that prospective client, causing a desire to join the community by becoming your client.

What’s more, the members of that group, who are all bonded by their common support of you, develops a sense of community. This allows you to “rally the troops” or disseminate valuable information to your most loyal clients and customers easily and effectively.

Joining the Tweet Elite
Twitter allows for a little more customization with templated background patterns and various color palettes to choose from. But even the best of those options can’t match up to a truly custom background image. Birmingham, Alabama’s Peggy Lucas has done an excellent job of integrating her brand into her Twitter page:

Keep It Simple
When branding your social media pages, don’t get too ambitious. Instead, keep things simple. Use a nice photo of yourself, your logo, your contact information and perhaps a recognizable graphic element from your campaign. The last thing you want to do is come on too strong and scare people off. If your branding is too garish or poorly designed, it will feel like an ad. In social media marketing, it’s essential that you remember the “social” aspect of it – your Facebook and Twitter pages shouldn’t feel like ads. You cannot try to sell people right away. You first need to earn their respect and trust, or you will be shunned if you come on too strong. Integrating your branding into your social media helps build trust faster by making you more credible.

Getting Technical
What prevents some people from customizing their Facebook and Twitter pages with their branding is that they simply don’t know how to create the files required by each platform. Some Facebook customization options do require what is known as “Static FBML” coding, so unless you’re a technical wiz, it’s best to leave your branding to an expert. Don’t let this be the cause for not customizing your page, however. (If you need help, call us.)

Don’t Get Left Behind
More and more major companies are turning to social media integration to connect with prospective clients and build strong fan bases. A television campaign for Del Taco leads viewers not to the company’s website, but their Facebook page, where you can access additional, exclusive content. Starbucks and Coca-Cola are huge players in social media as well.

The moral? Social media is here to stay, and it’s not good enough to simply have a generic Facebook or Twitter page anymore. Integrate your brand into your social media and use it to truly differentiate yourself from the competition.

Did You Know?
For the assistance of our clients, Hobbs/Herder has been at the forefront of Facebook and Twitter branding for real estate agents. If you’re still confused or would simply prefer to leave your social media branding to the pros, visit www.hobbsherder.com/marketing_social_media.asp for more information.

As a former PGA professional golfer and instructor, Chris Lofthus is no stranger to overcoming challenges. He worked in a number of high-profile club director positions at golf courses throughout Nevada and Washington, where he honed his business savvy and sales skills.

When Chris decided to leave the golf world and take on a different career challenge—real estate in the ultra-competitive San Diego market—he knew marketing was going to be vital to his success. He first turned to a friend who worked in the direct mail/printing industry. This friend recommended that he look into Hobbs/Herder to create his campaign materials.

The Start of Something Big
In 2005, Chris contacted Hobbs/Herder and signed up for a full package of direct mail and online materials (brochure, Powerkard, houseflier, identity package, website and e-mail farming). He actually purchased the campaign prior to attending a Hobbs/Herder seminar, but while his materials were in the works he went to the Gateway in Palm Springs, California, and saw the full potential of what he could achieve with the right marketing system.

“I took one look at the quality of their work, and it made my decision easy,” Chris says. “The more I researched my market, the more I saw there was nobody else doing this type of marketing. There were no dominant agents in the market. The turnover numbers were good. I could clearly see the window of opportunity.”

Chris launched his campaign in the spring of 2006, mailing out PowerKards and his personal brochure to 1500 homes in the inland San Diego area, selected from neighborhoods right around where he lived. After just four mailings, he started getting calls. “I sold several million-dollar-plus properties right out of the gate. Every lead came directly from my marketing.”

A Shift in Priorities
Chris ran his real estate business in San Diego for about a year. Though he was thriving, he personally longed to live in a more rural community, where he could enjoy all of his favorite outdoors activities and have a better place in which to raise his children. This fateful decision would force Chris to uproot his business completely. In 2008, he moved to Eagle, Idaho, a mountain resort town not too far outside of Boise.

“I knew the lifestyle was perfect for me and my family, but I made sure to do my research on the real estate market before making the final decision,” Chris explains. “The numbers made sense and I actually got my Idaho license well before we actually moved. That way I could hit the ground running.”

Starting All Over Again
As part of the moving process, Chris returned to Hobbs/Herder to have them revamp his personal marketing materials. He was able to keep the same slogan, design look and sales message, however, much of the text was reworked to best reflect his passion for the Eagle lifestyle. “Because the marketing is so personal and true to my personality, it was a very easy transition to make in terms of the campaign pieces themselves.”

Chris settled on a 2500-home farm in Eagle and by the time he had officially moved, all his marketing systems were in place and ready to launch by the time he arrived. And again, after just a month’s worth of mailings, he started to generate leads. Even though he was brand new to the market, people responded as if he were the longtime market leader because his materials were of such high quality.

New Market, Same Story
In his first half-year in Eagle, which was experiencing one of its slowest markets in the past 20 years, Chris did 25 transactions with $9 million in total production. It was well beyond even his own lofty expectations, but it was just the start. In 2009, while many agents were struggling just to stay in the business, he did 57 transactions for $14.7 million and after the first quarter of this year, he’s well on pace to eclipse those numbers by far.

“The biggest challenge I’ve had to face is the seasonal aspect of the Eagle market. In San Diego, business was done year-round, so it’s taken some getting used to,” Chris says. “The other challenge I thought I would face is the more laid-back pace of life here. I wasn’t sure if my high-energy approach would translate as well in such a rural market.”

Chris was able to find his niche in dealing with other transplants in Eagle, which is a popular resort area that draws clientele from big cities throughout the western U.S. These more business savvy people have connected with Chris and his style of real estate service. At the same time, he was building market share with the local population through his direct mail program. Now, it’s hard to go anywhere in Eagle without seeing Chris Lofthus yard signs peppered throughout the neighborhoods.

It Goes Beyond Just Direct Mail
Chris has also found great success with his website, though he’ll admit he’s not getting everything he can out of his online marketing presence. All of his direct mail pieces drive traffic to the website, and his yard signs all feature his URL prominently. Chris estimates 15-20 leads a week coming directly from his website, which has actually been hard to keep up with. “I feel like I am missing a lot of opportunities, so I am working on my systems and bringing in an assistant to better handle all of this business that’s coming in. That’s my biggest goal for 2010.”

The other goal Chris has set for himself moving forward is to keep building his marketing campaign and incorporating different media strategies to maximize his exposure in the market. “All of this business has been great and a little overwhelming, so I haven’t made the time to build my media presence as much as I’d like to. But that is going to change this year. I know I can double, if not triple, my production with additional marketing investments.”

One such investment Chris has made is running print ads in a local publication, Eagle Magazine. This bi-monthly magazine gets mailed to homes throughout the Eagle area and can be found as a free hand-out in many local shops and restaurants. It has a high-end appeal and quality printing, which fits well with Chris’ own commitment to top-notch marketing. In addition, he was able to negotiate an exclusive contract with the magazine. He’s the only Realtor® who advertises in it—with a full-page, full-color image ad in every issue. For just $600 a placement, it’s well worth the investment. Chris attributes seven listings just from his advertising in the magazine in the past six months.

When it’s Right, it’s Right
When you ask Chris why his marketing materials have been so successful, he’ll tell you its because they are the perfect representation of who he is both personally and professionally. “You’ve got to give people a true story and accurate representation of your personality. When they meet you, you have to be the person they expect from the brochure. And then you have to be able to back it up with service. If you don’t, you will fail.”

“You also have to keep investing in yourself and your marketing. The amount of business I’ve been able to do is great, but I know there are even more opportunities out there that I can take advantage of. If I keep growing my marketing reach, there’s no limit to what I can achieve.”

Validating yourself as a professional, providing current and timely information, these are important parts of the process, but many agents aren’t tuned into other, more subtle strategies that can make all the difference. These strategies are all about how the agent connects with the seller and taps into the emotions that get homeowners on their side. It’s all about “feeling and sharing the seller’s pain.”

Not long ago, Rick Wall, an agent from Toronto, found out just how effective he could become in his listing presentation simply by learning how to ask the right questions, listen and “feel the home seller’s pain.” He used to focus his listing presentations around his colorful CMAs, his Seller’s Guides, his massive lists of credentials, etc. But his closing ratio was disheartening. For every six appointments he closed one.

By adapting the strategy of “feeling and sharing the seller’s pain,” he immediately started seeing results. He says he never misses getting the signature since he started asking questions, listening, and getting the homeowner on his side through a more empathetic approach. For more information on the strategies Rick used, check out the Hobbs/Herder webinar: The Listing Presentation That Works Every Time.

In most parts of Canada, on the other hand, the market continues to stay hot and agents are looking for the best way to grow their business. They are looking to expand the reach of their marketing and maximize income opportunities. Whether it be in the U.S. or Canada, a number of agents we are talking to believe that now is the time to make the transition into the ultra high-end market.

Traditionally, luxury real estate is one of the hardest market segments to try and break into. Why? There are a few common reasons. It might be the presence of a dominant agent already ensconced in the community or the fact that everyone already has a peer in the real estate business. It may be because the agents themselves don’t have the patience to work in a generally slower-paced market (less transactions to go around, tougher competition and slower sales process). It could be that they are simply not prepared for the unique challenges a high-end market poses.

In our experience, it’s usually a combination of these reasons that prevents most agents from becoming successful in luxury real estate. There are many things you need to know before you make the quantum leap into the next price range. We’ve put together a list of five factors that will help you decide if a move to luxury real estate is right for you.

#1. Know What You Are Getting Into
Agents often make a blind leap into luxury real estate because they think that’s “where the money is.” Of course, it’s simple math. If you get the same split, it pays to list homes with higher selling prices. In theory, you can make more money by doing fewer transactions. On one hand, that’s true, but if you go into luxury real estate with this mentality, you are probably destined to fail.

Yes, your income per transaction goes up significantly. That’s great, but there is often a new set of challenges introduced when working a high-end market: the competitive stakes are much higher, social circles are much more closed, politics are different, and there are many other factors which we will detail throughout this article. In addition, marketing and servicing costs are generally more when dealing with luxury homes and clients. Both buyers and sellers expect more and demand more and the properties themselves need even more attention (marketing, staging, photography, etc.) to appeal to a more sophisticated crowd.

Carol Barkin of Toronto, Ontario has been a successful Sales Representative for 20 years, but it took her some time to build her business in her high-end markets (both in the city and in a lakefront recreational market about an hour outside Toronto). “For me, the biggest challenge was making that first connection,” she says. “They already have tight social connections and know how to get what they want, so building relationships is a matter of trust. It’s important to relate to clients as a friend and a helpful peer, not just present yourself as a service provider.”

“It’s simply a different culture,” adds Robin Milonakis of Orange County, California. “You have to adjust to it.”

#2. Patience, Patience, Patience
It’s clear that high-end real estate is a different animal than traditional residential markets. It tends to move much slower. Generally, there are fewer homes on the market at any given time and there are fewer buyers out there with the means to purchase such expensive properties. The stakes are higher for everyone involved. So on average, it takes significantly longer to sell one of these homes. In addition, there is a lot of competition out there for a limited number of properties, so it often requires more patience to break into the market and build a strong client base.

This is truly a case where the end usually justifies the means if you have the right understanding and commitment going in. Though listings are harder to come by and it takes longer for them to sell, the large check at the end of the transaction is worthwhile. But not all agents have the stomach to wait longer in between commission checks. Oftentimes, this is the hurdle that stops them in their tracks.

“In my experience in high-end real estate, six months on the market is nothing. On average, it’s more like nine for a listing to sell,” says Robin. “Also, if they are not truly motivated to sell, you will waste a lot of time and money on marketing. In some cases, I will adjust my commission rate so that the marketing costs are covered by the seller. It helps to offset the time it takes to sell. You also shouldn’t go into luxury real estate without money in the bank. It’s a long-term process to build your business and if you are not prepared, it can break you quickly.”

#3. Know It. Live It. Keep It Exclusive.
Another reason that some agents struggle to find their footing in an ultra high-end market is that they cannot relate to the clients or communicate effectively. You’re dealing with a much savvier and usually more demanding crowd who know what they want and are used to getting what they desire. Now, you don’t necessarily have to live in the luxury community you are targeting, but you have to present yourself like you do. The way you dress, your ability to network within their circles, the way you communicate with these sophisticated individuals, the quality of your marketing materials—you have to be able to make a personal connection and develop a strong professional image. If they don’t buy into you as a luxury home expert who’s tapped into their community, they aren’t as likely to do business with you.

Jack Jeffcoat III is an agent who is in the process of transitioning his market focus from high-end golf communities in Central Florida to ultra high-end waterfront properties along Florida’s Space Coast. From his marketing presence to his personal presentation to his servicing strategies, everything he does is to support his image as a luxury real estate specialist. He’s often bold and unwavering in his approach because he never wants to lose credibility.

Think of it like any high-end product that is in demand because of its scarcity and exclusivity—a Rolex, for example. There’s an image that’s built in when you wear a luxurious watch like this and it’s that image that buyers want to be associated with. Everything about Rolex’s branding is designed to support this image of a luxury timepiece. With that, buyers are willing to pay more. So as a real estate agent specializing in high-end properties, you, your marketing image, and the service experience itself need to reflect the utmost quality. If you look and act like the best agent around, people will aspire to work with you.

“When I take a listing presentation, I conduct an interview with the seller to make sure they are willing to follow my recommendations,” Jack says. “At every opportunity, I want to remind them why they are hiring me. They know I am a luxury real estate expert that only works with an exclusive group of clients. From the beginning, they are instilled with the belief that if they want to have a successful sale, they need to follow my lead. It gives me the upper hand and keeps me positioned as the market specialist.”

Also, keep in mind that high-end real estate isn’t necessarily going to be the same from region to region. A waterfront community in Florida will have a different set of challenges than a mountain resort community in Colorado or a downtown high-rise in Toronto. In some places, “high-end” may be $400,000 and up. In others, prices could be in the multi-millions. So when it comes to your personal presentation and the way you market yourself, be sure to properly present your niche and look impressive.

“Always look bigger than you are,” says Robin Milonakis. “You have to have exceptional marketing materials. They have to make people feel good about hiring you. It feeds their ego knowing they are working with the best.”

#4. Image is Everything, Especially in Marketing
When it comes to your marketing materials, quality is key. You can’t position yourself as a high-end agent if your materials look unsophisticated. A first-rate personal brochure and dynamic website are absolutely essential. Your personal brochure should take the place of your business card whenever you meet a potential client. It needs to look sharp and feel impressive at the very first glance (exceptional photography, nice glossy paper, sophisticated writing, clean design). It needs to reflect your personality, but also relate to the luxury market you are targeting. In a way, you are a representative of this lifestyle and your marketing should convey that. It shows your unique expertise and highlights the service/knowledge benefits that make you a specialist in this distinctive market.

It’s very important that you don’t skimp here or it will show. You simply can’t fake high-end quality. You must be committed to investing the money to do the marketing right or people will see through it

Put simply, the brochure and all other marketing materials need to be of the utmost quality. This includes your house advertising. You should at least have a tabloid-size glossy flyer/brochure that you use to promote each property. The staging must be great. The photography must be very professional. Of course, you should keep the property marketing pieces branded clearly with your personal image (logo, colors, fonts, etc.) so you don’t lose your own identity.

“My brochure is quality and people associate the piece with its sender,” Carol Barkin says. “I send it out prior to meeting someone to warm them up. It gives me more credibilty and shows my knowledge of the market they are concerned about.”

The same is especially true when it comes to your website. It needs to reflect the quality of your brochure and other print materials. It needs to look sharp and feel representative of your luxury market. Two of the agents we spoke with—Jack Jeffcoat and Robin Milonakis—are both actually in the process of revamping their compaigns to better target their high-end clientele. Even though both of them have been highly successful with their current Hobbs/Herder-designed campaigns, they know it’s worth the investment to take their marketing to the next level to promote an exclusive luxury niche.

“We’re looking to sharpen up the materials even further to make the campaign look as elegant as possible,” Robin says.

One bold strategy Jack uses is to feature only properties above a certain price on his website. Does he take listings at lower prices? Yes, when the situation calls for it. But his image is that of a luxury real estate expert and his website is one more way to show that. “If one of my high-end prospects goes to my website and sees a bunch of low-priced listings, then it’s not really helping my cause,” Jack says. “Like a doctor, specialists make more money and earn more credibility, so I want to be known as a high-end listing specialist in every aspect of my marketing.”

When it comes to online marketing, you also need to make sure you are very active on your web site. You cannot just put up a site—no matter how nice it looks—and expect it to generate business over the long run. You have to actively post information—links, articles, blogs, calendar events, community information etc.— to make it a resource that people want to return to on a regular basis. Your active engagement on the site will enable you to better communicate with your target market. And of course, it also boosts your SEO (search engine optimization) to help you generate more leads through all the major search engines.

#5. Be Prepared to Back It Up
In addition to making sure your marketing campaign and personal presentation are representative of your market, you must also make sure you are fully in-tune with the market itself. If you don’t know everything that’s happening around you, you will never be able to establish yourself as a luxury specialist. This is one area where you will not be able to fake your way through a transaction with minimal knowledge or experience. Clients will expect more and demand more from you, so you have to be able to back up your claims as an expert—in terms of both your knowledge and your service experience.

“Expectations from clients are different and, in general, they are more demanding. They want you to be available to provide answers and information,” Carol Barkin says when referring to the clients she works with. “In the end, they need to make their own decisions. They are gathering advice and professional recommendations from me so they can come to their own conclusions.”

That said, never underestimate the clients’ need for up-to-date information. Be proactive in giving them regular updates (at least one call per week) on market activity. Always stay current with everything that is happening in the market. Word travels fast in luxury real estate, so make sure you know what’s going on—what listings have sold, for how much, how long they were on the market, and so on. If you are not all over the market, your clients will be all over you. How and what you communicate will make them feel better about the experience

“No matter what, I personally call every one of my clients on Monday with a detailed market update,” Jack Jeffcoat says. “I make it a point to always know what’s going on in the market. If any home sells, I need to be aware of it and discuss it with each client so they know what’s happening.”

Robin Milonakis has the same approach. “Even though some clients prefer minimal communication, I still make sure I call them every week with an update.”

Then, make sure your service experience reflects your marketing image. You have to be able to deliver on your claims by making the client feel special throughout the process. Think of it as the difference between the Ritz-Carlton and the Marriott. It’s a completely different experience from the moment you walk through the doors of either hotel, and it’s why you pay substantially more to stay at the Ritz. Imagine your real estate service as a luxury experience. That will make you a valuable commodity in the market.

Is the Luxury Market Right for You?
Ultimately, that’s for you to decide. You must be prepared for the unique challenges and tough competition found in the world of high-end real estate. You have to make sure you are patient enough to handle a slow-moving market. You need to be willing to invest the time and money it takes to not only brand yourself as a luxury specialist, but to back it up with higher standards of service and expertise. If you are ready for what the high-end market has in store, it can be a very lucrative place to do business over the long-run. And whether you are in a slow market or a hot market, right now may be the time to take the big leap!

Hi Greg, I was one of those agents you mentioned at the start of the Gateway who put the materials on their desk and look at them occasionally… Anyway,  I was reading Gary Keller’s The Millionaire Real Estate Agent and Tim Ferris’s The 4 Hour Work Week and an “epiphany”…everything you’ve been teaching is Right On! It’s been said “ when the student is ready, the teacher will appear.”

11 weeks into my direct mail program and right after I sent my brochures out I received an official looking email from a Federal government agency: Subject “Inquiry.” Uh oh. She is a research scientist living in Denver and mentions that I’ve been sending her postcards for the past 12 weeks and wants to know if I will come over and talk about her real estate plans. I wind up with a $700,000 transaction now in process…no presentation, did not even ask about my fee?? Go figure!

Not only that, she house sat my pets while I was at Gateway…amazing. At first I was afraid none of this would work, but now I’m wondering what I’m going to do if it does take off. So I signed on for your coaching. Would have loved to share this at the Gateway, but I don’t do well in crowds. Thanks, Greg!!”

“I was anxious to start my campaign, but I was stymied,” Bob explains. So Bob got creative. An avid coffee fan and “fixture” at the local Starbucks, Bob started introducing himself and passing out his brochure to fellow patrons on a daily basis. “I just committed myself to making those introductions and getting my brochure in their hands,” he says.

Then an interesting thing happened. He started building a network of fellow coffee aficionados and became known as the “Realtor-guy at Starbucks.” People would start joining him at his table and start talking real estate, asking him for his take on the market, etc. Then an even more interesting thing happened. These people in his group (as well as people referred by this group) started listing their homes with Bob. “Over the course of 2009, I actually ended up closing 12 transactions directly from passing my brochure at Starbucks!” Bob proudly points out. “And I believe there’s more to come.”

The key points to be learned from this great Personal Brochure marketing success story? First, when you are running a Hobbs/Herder marketing campaign, it is critical to not just mail your brochure, you also have to pass your brochure out at every opportunity, on a daily basis. It might make some feel uneasy to do this, but if you could generate 12 closed transactions, is that motivation enough? Second, what Bob was doing was a form of Social Networking. He did it face-to-face, but it’s the same concept as networking yourself online through Social Media. Networking, whether in person or online, is a key component of a successful marketing campaign. Great story, Bob!

The road to this monumental marketing milestone started many “miles” ago when Christine, new to the business, started door knocking in this area. The year was 2004. One by one, she got her listings (and a lot of blisters on her feet). As her business slowly grew, she looked to “marketing” to help grow her business.

“I started a small newsletter,” Christine explains. “It wasn’t great branding, but it got my name out there.” Business grew—but it was incremental and slow. “When I signed up with Hobbs/Herder in 2008, I knew I was now starting on a fast track,” she adds. The results began to accelerate as she followed her H/H game plan.

Now, a couple of strategic adjustments in her marketing later and with a consistent implementation of her direct mail campaign, Christine is now the “proud owner” of 75% market share in one of her key niche markets! “I am constantly told by homeowners in the area that they consider me the expert in their neighborhood,” Christine states. She also notes that other agents in the area are starting to not like her. That’s when you know you’re a success. It’s a good feeling, right Christine? (And it beats blisters on your feet!)

What’s your plan for 2010? If the first thing you thought of is “Well, hopefully the market conditions allow for a good year,” it’s time to reevaluate how you approach your career. When you operate from a proven game plan, success comes much easier. And that’s what this month’s article is all about. It’s about taking what you know, using your resources to the fullest and making things happen instead of waiting for market conditions to dictate your success.

If you’re serious about success, this article is all about helping you create a winning marketing plan for 2010. But remember — a plan isn’t a plan unless it’s written down, so start by downloading your blank game plan. Then, follow the comprehensive year-round marketing plan we’ve mapped out for you. Your own plan may vary based on your budget, what’s available in your area and other factors, but try to use these suggestions as a guide and follow it as closely as possible.

Once you’ve mapped out your own game plan, it needs to become your guide to the coming year. You should review it every quarter and chart your progress.

The problem we see far too often is that agents don’t plan their marketing in advance and then their marketing suffers by operating under a shotgun approach that lacks focus and consistency. Too many times agents operate in the deal-to-deal mentality — “It’s been a bad month, I better do some marketing.” That approach is ineffective and a total waste of money. You need to stop operating from deal-to-deal and develop a long-term plan for growing your business. That’s exactly what this game plan is all about — setting a plan and sticking to it over an entire year to get all your marketing money working together to present a consistent image.

Develop Your Mix
The first step toward a successful 2010 is determining how you’re going to disseminate your marketing message. There are virtually limitless combinations of various channels at your disposal. Analyze which marketing methods will be most effective for you. If you’re not quite sure yet, this article will walk you through many of your choices.

As illustrated in the sample game plan worksheet, your year-round marketing plan should built from a combination of the following aspects of personal marketing: online marketing, social networking and email farming, direct mail, strategic networking, advertising and public relations.

Start with the Basics
No matter what combination you choose, make sure your plan calls for continual communication with your PSAs — Past clients, Sphere of influence and All leads generated — via both direct mail and email farming. This critical group provides the core of your business and must be tended to before you target anyone else.

Now let’s examine some of the methods you’ll choose to include in your marketing mix.

Web Sites and E-mail Farming
It never ceases to amaze us how many agents still do not have an adequate web presence in today’s Internet age. Agents are shooting themselves in the foot by choosing the cheapest option just so they can say they have a web site. Many others don’t have one at all or simply rely on a tiny section on their company’s site.

You should be driving traffic to your site through both search engines and your marketing. But it’s not enough to simply get people to your site, however. The key to success on the web is providing valuable content to your visitors. Don’t only give them a reason to visit, but you also need to inspire them to return frequently. You want their experience on your site to make a positive impression and convey a sense of quality and trustworthiness.

That’s why your annual game plan needs to have scheduled time to work on adding new content to your web site. These activities need to be scheduled and executed with purpose. The beauty is that continually adding new content to your site will not only lure visitors back repeatedly, but it will also increase your search engine ranking. The more timely and relevant information your site can communicate, the more business your web site will generate.

Your site should also demonstrate the value you bring to your clients by offering free special reports and other “opt-in” opportunities. For purposes of your 2010 game plan, your focus should be on increasing your “opt-ins” and growing your email database. The larger you grow your email database, the more you can take advantage of this powerful and virtually free of charge method of generating more leads and increasing your bottom line.

Social Media Integration
2009 was the year that social media grew up and transformed from “that thing the kids are doing” into an essential element in business. From a marketing perspective, there’s great strength in generating a strong following on Twitter, building relationships on Facebook and LinkedIn and becoming a trusted resource for valuable information through your personal blog. Your 2010 game plan should include time reserved specifically for working on improving and capitalizing on these — and any emerging — social networking opportunities.

This doesn’t mean just “having” accounts on the various social media sites and posting without purpose, but truly using them to your advantage. Establish yourself as the authority on your local real estate market by providing timely, market-related updates via the various social media outlets. To maximize your effectiveness, you need to map out how many posts you’re going to make a week. You should aim for a balance of personal and professional content in your posts.

If you’re not sure where to start with social media and feel you’re falling behind, get educated in this topic to avoid making costly mistakes.

Direct Mail
Right now is an outstanding opportunity for you to make a big impression in your farm area using direct mail. By following a consistent mail plan and continually providing new content to homeowners in your mailings, you can build credibility and generate more leads.

We recommend mailing an average of three times per month to each person in your direct mail farm. This way, you’ll establish name recognition quickly and maintain it consistently. Some of the tools to consider in your direct mail toolbox include:

• Powerkards
• AdKards
• Personal Letters
• Past Client Contact

The keys to success in direct mail are to follow a plan and resist the urge to make rash decisions. Tailor your content to your audience and market conditions, but do not let those factors encourage you to deviate from your plan. The more you can hit your specific market segments with timely messages and important content, the more your phone will ring, and the greater return you’ll see on your investment.

Strategic Networking & Referrals
With all the talk about agents wanting to “get back to basics” and some even resorting to doorknocking, we feel it’s important to stress the effectiveness of strategic networking. Note that word “strategic” in that last sentence, because having a strategy is the true difference maker when it comes to making the most of networking.

At Hobbs/Herder, we view networking as an essential part of any holistic marketing campaign. What that means is that it’s not a haphazard activity, but rather one that has a written plan, written objectives and a desired outcome. In simpler terms, you need to strategically schedule your networking activities to ensure maximum effectiveness. Otherwise, it’s all too easy to tell yourself that you’ll get around to networking someday, yet it never happens.

• Strategic networking involves setting a goal to hand out a certain number of personal brochures every month (100 is a good number) and then holding yourself accountable to this goal. To get started, answer the following questions:
• What do you currently leave behind when you meet someone in a networking scenario?
• How many personal brochures do you hand out on a weekly or monthly basis?
• How many opportunities are you missing by not making a concerted effort to engage in strategic networking on a regular basis?
• What will you do to ensure you hand out more brochures on a consistent basis in 2010?

When it comes to referrals, most agents view them as bonus clients that fall from the sky. It doesn’t have to be this way, though, if you schedule a concerted effort to generate more referral business. Don’t be afraid to ask your past clients and sphere of influence for referrals on a regular, planned basis. Schedule letters on a quarterly basis to keep these important relationships prosperous.

Far too often, agents do not consider these activities as part of their overall marketing mix. The irony is that strategic networking and referrals are powerful, inexpensive methods to generate more business. Don’t overlook this essential activity in the coming year.

Print Advertising
Unfortunately, for many real estate professionals, only one thing comes to mind when they think of advertising. That’s definitely not what we’re talking about here. We’re talking about personal, emotionally based, image-building advertising that promotes you and helps you establish a relationship with your target audience.

Your advertising dollars should be split into segments such as: ads in “home” publications, ads in newspapers and magazines, billboards and cable TV. Each of these advertising outlets should have their own line on your game plan.

You need to determine which of these categories will be most effective for you in reaching your target market and focus most of your advertising dollars there. For this example, we’ve divided everything into a fairly even mix to give you an idea of what a full-scale media campaign looks like.

On the sample game plan we’ve provided, we’ve divided print advertising into two categories: “homes” publications ads and newspaper ads. We chose “homes” publications simply because that is where many agents place a majority of their advertising, and because those publications are typically widely available in most areas.

However, don’t limit your options to just to these publications. Take a look at all of the publications available in your area. Focus especially on those that appeal to your target market. Pay close attention to any publications designed specifically for a niche market or geographic area you may be farming. Don’t worry if other agents aren’t advertising in particular publications. As long as you know the publication is well read by your target market, it may be just what you need to stand out.

Television Advertising
Cable TV offers a new advertising frontier for many agents. We’re not talking about house ads on TV or dull, “I’m the best agent” infomercials, but actual 30-second spots that promote you as an individual, capture your audience’s imagination and tie in with your personal marketing campaign.

Because of the cost effectiveness of this medium, advertising on television is no longer just for the big national advertisers. Like outdoor advertising, rates will generally be higher in large metropolitan areas, but if you check with your cable company, we’ll guarantee you’ll be surprised at how inexpensively you can purchase airtime. For more information on how you can get a leg up on your competition by taking advantage of the untapped opportunities in cable TV, click here.

Scheduling your TV commercial time is similar to billboards and outdoor advertising, with bursts of frequent air times followed by off times. Your cable representative should be able to provide you with market analyses and demographic information to help you determine the best time of day and the best programming for your ads.

The Public Relations Plan
An oft-forgotten but important part of your marketing mix is public relations. Having an article written about you or being quoted by the newspaper or local TV news show is powerful advertising that you can’t put a price tag on — and it’s free!

But the only way to get this exposure is to make yourself known to the local media, and that’s why it’s so important that you plan your public relations schedule ahead of time. Schedule sending between one and three press releases a month to editors and reporters in your area. Your schedule should include specific topics for each press release you plan to send. Otherwise, when the time comes to send out a release, suddenly you need to think of a topic and write the release, and chances are you won’t do it because you’re simply too busy for that kind of undertaking.

Knowledge is Power
Finally, you cannot overlook continuing education in your marketing mix. If you’re serious about personal marketing, you need to attend an absolute minimum of two personal marketing seminars each year. Not only will this expose you to new ideas to keep you on the cutting edge of marketing, but each visit will recharge your batteries and keep you excited about your career. Just like your marketing, you must plan these activities now.

Make Your Plan Work for You
A major part of having an annual game plan is analyzing what generating the best results. Once your plan is finalized, you need to stick to it like glue. But that doesn’t necessarily mean that you follow it blindly. Once per quarter, you need to sit down and analyze what has been most effective and make adjustments as you see fit. Be careful, though, not to do this more frequently. You don’t want to end up in the “plan of the week” mode. Review your plan quarterly, and then stick to it.

Putting Your Plan to Work
It’s been said that a plan isn’t a plan if it’s not written down. Well, we couldn’t agree more. You cannot underestimate the power of your game plan worksheet. It should be one of the most frequently used sheets of paper you will use in the next 12 months. Post it on the wall as a visual reminder of your progress!

Here’s to a great 2010! If you have any questions or comments regarding this article, please drop us a note at Greg.Herder@HobbsHerder.com.