Archive for short sale marketing

I’ve Been Keeping Secrets…It’s Time You Knew…

Secrets With Friends Book CoverFor the last two years, I’ve been writing a book, just for you…with all my small business secrets!  The book is titled The Secrets I Share With My Friends, Everything I Know About Building A Small Business.  I’m  excited to announce it’s been published and is now available on Amazon.

Why this book is for you, as a Realtor®:

Whether you realize it or not, you ARE a small business owner and seeing your real estate business as a small business will help you to build it up as such.  There’s a big difference between having a real estate business and being a Realtor®.  The real estate business owner has a business that’s of value to someone else, where the Realtor® who didn’t build a business just quits selling real estate one day.  Done, THE END.  There’s nothing beyond the last day of work to show for it, other than years of dedication to helping the people helped along the way.  The name just fades away in to nothingness the day the Realtor® stops serving…the business owner can sell his/her business, has systems, a valuable database, a solid marketing plan and it lives on without her providing income long past the days worked.

There are very few books available (that I’ve been able to find) on how to build up and market a real estate business, that’s why I wrote this book!

I’ve made a lot of mistakes along the way, like the time I showed up to a really important business meeting with a business card I had printed from my computer ink-jet printer.  I’ve included that super embarrassing story in the book along with many other mistakes I’ve made along the way to success as a small business owner.  My personal stories of bumps and bruises received from attending The School Of Hard Knocks can save you from taking the same path.  A path all too common with entrepreneurs and small business owners…and yes, Realtors® too!  If you’ve been in real estate for a while, your story isn’t likely much different than mine when the real estate market crashed and everything when to…ummm…hell!  I’m not sure about you, but I found myself in line at the food bank to make sure I had groceries to feed the kids while trying to meet my financial obligations (1.5M. in debt), with NO income!  Rough times!

The book is filled with an abundance of easy to understand, easy to follow and easy to read information on how to build your real estate business, build a team, hire the right people, delegate what should be delegated, market your brand of real estate, managing business finances, building your prospect list, where to get a list, and everything in between… all the way to retirement.

Reading this book will completely change the way you see your real estate business and the possibilities that exist with some simple planning and thinking ahead.

As a Realtor® maybe retiring and selling your real estate business at some point isn’t something you’re thinking about, right now.  After all,  your clients are doing business with you, versus your business/brokerage.  Changing your thinking around this could be the difference between a comfortable retirement that includes passive income from your real estate business and just deciding to stop selling real estate when you retire with no passive income.  Which path sounds better to you?

As you build up your real estate business, if you build it up with the end in mind, you have the ability to set yourself up for a nice retirement and create a business that pays you even when you’re done and not working any in it longer.  Creating a successful real estate business that can live on without you is easy with some direction on how to do it and I’ve included all of my secrets on how to do that in the book!

The book is getting rave reviews from top thought leaders and coaches like Steve Hardison “The Ultimate Coach” as a blue print for small business owners, like yourself, that’s easy to read because it’s not a boring text book, it’s a memoir that’s interesting, funny and filled with secrets throughout.  Here’s what Steve had to say about the book after reading it in one sitting.

Nadine Larder’s part memoir, part “how to,” and part textbook, “The Secrets I Share With My Friends…,” meets with trumpets of success from world-renowned personal, relationship and business coach Steven Hardison.

“I met Nadine today in the parking garage after attending #ICON 14.  It was my great privilege to be given her first copy of the book, “The Secrets I Share With My Friends: Everything I Know About Building a Small Business.”  After I completed my afternoon with a client, I sat down to thumb through the book she had given me.  I could not simply thumb through it. It was too compelling.

“As I read her book I was amazed at the passion that came through the pages, and I was even more astonished at the content of the information.  It is extraordinary! I can hardly wait to speak with her to tell her what I thought of her masterpiece.  It is beyond brilliant.

“I particularly love her Pssst… comments throughout the book. I will be giving this copy to my daughter who, like Nadine, has the desire to build a small business from the ground up. This book is a brilliant blueprint.

“I do not know Nadine, other than the 5-10 minute encounter in the parking garage, AND I am totally moved by her contribution to me as I have consumed her writing. I can only imagine the impact it will have on readers who are building their own business. My hat is off to this powerful and dynamic woman. Thanks, Nadine. Be blessed.”

Visit for more information on the book, Nadine and lots of small business secrets!  You can get the book on Amazon…Grab your copy now!  They’re first edition and we plan do to a reprint soon!


Tools To Take Your Expired Listing Marketing To A Whole New Level

A few months back I came across Cole Information Systems, wondering where they had been hiding my entire real estate career!  When I found what they did, I knew the agents who subscribe to this magazine would be as excited as I was to find them, especially for farming, expired listing marketing and for marketing your just listed/just sold properties.

One of the most frequent questions we get from Realtors® looking to step-up their marketing is “where can I get a good database,” and it’s not been an easy question to answer with limited resources that cost a fortune.  Good databases that are affordable are hard to come by, UNTIL I found Cole Information Systems and quickly partnered with them.  Cole provides unlimited databases to Realtors®  looking to get targeted with their marketing. For marketing to expired listings, FSBO’s and door-knocking, the mobile app is amazing!

It’s the perfect solution for every Realtor® out there looking to execute great marketing campaigns, which requires a good quality database. The quality of a database determines the quality of the leads you attract and convert. Databases become stale in as little as a few months depending on neighborhood turnover, and when a database is the slightest bit outdated, you’re wasting time and money on ineffective marketing.

The awesome news is that because you’re a subscriber to this magazine, you get a 25% discount from Cole Information Systems.  It’s a great deal!  I’ve included a quick demo of what the mobile application can do for you and encourage you to contact Cole to get all of your questions answered.  I’ve found them to have great customer service.

Here’s a link to their site:, or reach them by phone at 800-800-3271.

When you contact Cole, make sure to mention either Real Estate Marketing Magazine or PrinterBees to get your 25% discount, without it you’re looking at full retail and who wants to pay full retail!

This video features a quick overview of what Cole  Information Systems offers Realtors® in a way of databases, it really is God’s gift to Realtors® looking to build a good database, which should be EVERY Realtor® out there.  Don’t forget to mention Real Estate Marketing Magazine or PrinterBees to get your discount, it’s substantial.



Real Estate Marketing Ideas For 2014 In A Recovering Market

All the great news about falling delinquencies and lower foreclosure rates is forcing a lot of Realtors® to revisit and redirect their real estate marketing from foreclosure marketing to more traditional real estate farming methods. Real Estate Marketing Ideas are in hot demand as we head in to the new year and a new market with unemployment rates at a five year low.  Things are looking up, people are moving again and now it’s just a matter of grabbing a piece of the real estate market happenings, which takes great marketing.

States like Florida, New York, Michigan, Texas and Georgia still have larger inventories of distressed properties, but states like California, which made up for 46,000 foreclosures in the last 12 months are recovering quickly as the economy changes and shifts.  Realtors® who built successful businesses and business brands selling REO’s and distressed properties are needing to shift and shift quickly from “distressed property experts” to “marketing agents” who know how to market a home and attract a lot of buyers.  Sellers aren’t as interested in “getting out” from underneath their homes that were sinking in value as they are in getting to their equity,  equity they didn’t have access to just 12 months ago.

For Realtors® to effectively make this transition, they need to make the transition to showing and touting their expertise in protecting equity, getting multiple offers and having a great marketing plan as part of their listing presentation and ongoing marketing.  Realtors® who have experienced all kinds of markets because they’ve been around so long, should talk about and market themselves as experienced in assisting home sellers and buyers as an expert in any market, no matter what it brings.  Where the markets are still shifting from distressed to equity sales, the marketing should be about the rebounding markets and your ability to educate buyers and sellers how to take advantage of the market of the moment.

For agents struggling with how to get that marketing message across, take the time to make a list of your greatest assets to the client if they were to hire you to represent them.  List as many of your qualities as a Realtor® as you can come up with and then narrow the list down to what’s most important to the client and your ability to serve them.  Why is it in their best interest to pick you over other agents in the area?  Once you have your list narrowed down, create a list of bullet points to include on your marketing, using as few words as possible.  Your marketing has about 2-3 seconds to grab the attention of the person receiving it, so whatever it is you have to offer potential clients needs to be clear and in as few words as possible.  Less is always more in marketing.

Your marketing efforts and messaging will impact the type of clients you attract, so make sure it’s meaningful and directed at the right market, the market of the moment.

Stop by PrinterBees Real Estate Marketing Home Page for great marketing ideas, fantastic templates that are at the grass routs of real estate marketing.  Working with PrinterBees is like having your own virtual marketing assistant!

The Most Important Marketing Piece You’ll Ever Send

dodl-1The most important marketing piece you’ll ever send is the one following the last one you sent.  If there is no plan for a second, third or fourth piece, there is no point in sending the first one.  This magazine is about providing value to anyone taking the time to read it and there is tremendous value in understanding one of the most important rules of marketing.  Repetition and consistency is the only part of your overall marketing plan that will give you results.  Single-shot marketing absolutely does NOT work, it wastes your money.  The marketing message is lost within seconds of the person taking their eyes off of it.  The good news is that the remedy is easy and the payoff is big when you commit.

It takes a marketing message an average of 33 impressions before it’s remembered. Television commercials aren’t likely to resonate with you until you’ve seen them many times, professional marketers know that, which is why they run the same commercials hundreds of times.   I don’t really watch TV, but I sure know who Flo from the Progressive Insurance ads is because the ads are consistent in their branding, the messaging, humor and the attention to detail. You likely know who I’m speaking of too because you’ve seen the ads so many times as well. If you haven’t seen those ads repeatedly, you would likely have no recollection of them.  The most expensive portion of any marketing campaign is the set-up, so running the same message repeatedly cuts cost substantially and if big companies like Progressive Insurance can run the same ad over and over, so can you.

The United States Postal Service (USPS) reports the average American receives 25 pieces of mail a week.  Your marketing message gets 1/25 of the recipients attention in a weeks worth of mail and over a four week period only only 1%. You must put repetition to work in any marketing medium you want to find success with. The USPS suggests that mailing frequently is what works best for small business marketers according to their research. I also just read a study the Direct Marketing Association put out saying direct-mail marketing is the most effective method of marketing they’ve identified.

In the book The Millionaire Real Estate Agent: (One of my favorite books to recommend for Realtors®), Gary Keller reports that mailing once a month to a list of people you do not personally know (like a real estate farm) will provide results over a period of time. He also reports in his research on millionaire real estate agents that mailing to a sphere of influence and keeping in contact with past clients dramatically increases results. It’s where your biggest return on investment will always be found.

This is MUST READ for anyone looking for direction on finding success in the real estate business.



Keller found the magic number to be 33 times per year that you need to be in touch with your past client database and sphere of influence for most success. If you were to be in touch with your database once per month via mail and one per month via email, you’ve got 24 knocked off the list.  The rest of those touches could take place over social media, or by picking up the phone and calling.  That’s how the people who are making it big are doing it.  They make sure that any marketing they do is followed by more marketing, they understand when the marketing stops so does the business. They are working their sphere of influence by staying in touch and increasing mind-share by always being present.  They understand that success of the current marketing piece is all about the plan for sending the next marketing piece.

I’m not suggesting you send the same “Thanksgiving postcard” five years in a row or the same home improvement tip postcard month after month. I am suggesting that a marketing piece aimed at branding your image could be mailed over and over again rotated in between other marketing pieces, saving you substantially on marketing costs.

Check out this article on which marketing mediums get the best results according to the Direct Marketing Association.

Real Estate Marketing Ideas – What they fail to teach you when you get your license

Real Estate Marketing ClassThere’s a lot of studying, learning and preparing that goes in to getting a real estate license, but the real estate marketing ideas and creating an actual business really isn’t even mentioned. You’re kind of on your own to figure out finding clients, building a pipeline of business and marketing yourself as a Realtor. People joining companies like Herbalife receive more training and direction on how to build a business than any required real estate class I’ve ever attended. Don’t get me wrong about the importance of those classes where the laws and rules of selling real estate are the focus, that aspect of practicing real estate is more important in these times of short sales and foreclosures than it’s ever been.  But, what good is knowing all the legalities of representing someone in a real estate transaction if you have no one to work with???

How to make sure you’re ready for the surge in real estate sales

I entered real estate with a background and 15 year career in sales & lead generation so it was an easy transition for me as a professional sales person. Watching other agents struggle with trying to figure out where to find clients is what led me in the direction of this blog and a printing company dedicated to helping Realtors® with their  real estate marketing. It’s not easy to get a real estate business off the ground with no direction on how to do it and where to generate leads from. I hope the blog and this e-book helps to guide you through the process of marketing yourself and building a pipeline of business. It will certainly save you the time and frustration of trying to figure it out on your own, which is sadly how most Realtors® get started. This will save you a ton of time and wasted money on marketing that doesn’t work.

Your real estate marketing and lead generation abilities will determine how successful your real estate business is.  You need to get yourself comfortable with the fact that you are in the lead generation business.  This e-book will help you with some great tips and advice.  Also, make sure to check out the list of recommended reading for Realtors®. I highly recommend the book Shift, all the books are listed here on the recommended reading page:

41% of 3rd Quarter Sales Distressed: Realty Trac Reports


Realty Trac just released 3rd quarter reports showing a big increase in short sales. Lenders are finding there to be a benefit for both the distressed homeowner and the bank when foreclosure can be avoided by negotiating a short sale. It’s certainly a win for the banks who can avoid all the fees and costs associated with foreclosing. As a Realtor(r), you know it’s also better for the homeowner, who has more control over their own life situation vs. forced from their home.

Pre-foreclosures accounted for 22% of the total 41% of distressed sales in the third quarter. As a Realtor(r) are you capitalizing on it by marketing your services, letting distressed homeowners know you’re able to help? With short sales on the rise, more and more people are looking for help and direction on what their options are. What are the benefits of a short sale, vs allowing a home to go into foreclosure? Homeowners don’t “know the ropes” and are looking for direction.

To be the “go-to” Realtor, there must be some sort of marketing in place, marketing to the real estate market of the moment and Realtors(r) must be able to “roll with the punches” to keep up a thriving business that survives the test of time and constantly shifting markets. Short sales make up a huge percentage of the market and if you’re in a part of the country where this is the norm, market yourself, get the word out and let the public know you want to help.

The people you help will never forget you helping them out of what Is likely the most stressful financial situation of their lives. Getting the help of an expert at such a stressful time goes a long way and though short sales aren’t easy, require lots of additional effort, it all works itself out in the end and it sustains your business while building lasting relationships. People who own a home now will want to own a home again. You will be the person they contact when they’re ready to buy again, if you keep in touch.

What kind of real estate marketing are you doing currently? What have you found to be most effective? What advice would you give other Realtors who want to grow their businesses in a short sale market?

How USPS Is Helping Realtors Grow Their Businesses – A MUST Read

The USPS now has a program called Every Door Direct Mailng (EDDM) and if you’re not taking advantage of it, you should be. I’m going to get straight to the point on this because you NEED to be taking advantage of this for any farming you do.  It will blow your marketing out of the water because its so easy and so affordable.

This is what you need to know about EDDM:

  • No database required
  • No need for a mailing list
  • It’s a fraction of the cost at about 14.5 per piece mailed
  • SUPER affordable marketing that can easily be consistent
  • Makes sending out “Just Listed” and “Just Sold” postcards cheap…cheap…cheap!!!

This program makes farming a neighborhood so practical and can open the floodgates of business for you, if you’re consistent with it.  In the book  The Millionaire Real Estate Agent: It’s Not About the Money…It’s About Being the Best You Can Be! by Gary Keller, he discusses the importance of marketing no less than 12-24 times per year to anyone you want to remember you, the ideal is 33 marketing touches per year.  At .45 cents per pieces, it adds up quickly.  To do a small mailing of 200 first class is $90, bulk rate $56 compared to about $30 to mail via EDDM. (I HIGHLY recommend this book for any Realtor(R) serious about their business)

Below is a sample for a quick campaign I pulled up to blanket a specific number of businesses in downtown Pleasanton, CA. As you can see, to mail over 800 postcards will cost only $121.

Contact PrinterBees at 877-939-2337 or by visiting the website to learn more about EDDM.  PrinterBees prints to the EDDM specifications and can assist you in getting your first EDDM mailing out.


Targeted Short Sale Marketing – Easier Than You May Think

For many Realtors, becoming the “short sale” go to Realtor(R)  has kept their businesses alive and kicking for the last several years, the market has been like this for a long while now.  Those that missed the real estate “short sale” train have been left behind, many of which have left the business where short sales make up for more than 50% of the sales in their markets.  There are still so many markets where short sales are still making up a huge percentage of the sales and are the norm.

The good news is….It’s never to late to catch that train and ramp your business up with short sales if you know where to look and get Read More…

Postcard Marketing Still Does The Trick

Postcard printing may not be as popular as other branding tools like websites and social media networking, but that’s exactly why it is the perfect approach.  There’s no competition at the mailbox and there’s no better compliment to your Internet marketing efforts than a solid marketing campaign to support it.

Here’s five essential things to remember that will help with your branding.

1. Direct mail marketing – postcards have long been used in direct mail marketing. It’s easy to quickly get a message across because there’s no envelope.  It’s almost as if the person is forced to look at your marketing message as they go through their mail, for at least a moment you absolutely have their attention. Imagine the impact of that if they saw that same information over and over again for months! The cost for mailing postcards is much less than traditional first class mail.  There is no stuffing, no Read More…

I need your help! Why don’t I have any business?

I just read a fantastic post on Active Rain and had to share because what Damon has to say is nothing…but the truth through LOTS of sarcasm, for which I happen to be a huge fan of.

The link to this fabulous post is below and I hope you will visit us on Active Rain as well.  If you are in Real Estate and not part of the Active Rain community, it is time to get on board.  The people who participate not only find lots of business, but they offer lots of GREAT advice on how to grow your real estate business.

Nadine Larder ( Real Estate - Other in Dublin, CA >

Here is the link to the post, which you may need to be a member of AR to read.  So, click above first to join AR and then click here to read the article.  Very enlightening,