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  • Why buy leads from online companies that simply display your own inventory? We should devote more money to driving traffic to our own websites via search engine optimization and more web directory links on the Internet.
  • Transcript

    • 1. Developing Your Unique Marketing Style Cathy Harrington, Director of Marketing
    • 2. Agenda
      • Prospecting, Prospecting!
      • Focus on the Consumer
      • Marketing on the Internet
      • Prudential Marketing Tools
    • 3. Prospecting
    • 4. Get your pipeline flowing
      • To secure new and repeat business and referrals, create an action plan to make monthly contact with:
      • New leads
      • Sphere of influence
      • Residents in farm area
      • Local business owners
      • Past clients
    • 5. New leads: be patient and consistent
      • They may not buy within the next 90 days – take a long term approach
      • Learn to communicate the strengths that you bring to the table
      • Email: Sign them up for Property Alerts, send eNewsletter, info relating to their personal interests, i.e. gardening, travel
      • Mail: Send personal notes, market report, monthly newsletter, Yahoo! flyer, neighborhood specialist card
    • 6. Sphere of influence: stay top of mind
      • 44% of buyers and 43% of sellers say they were referred to their agent by a friend, neighbor or relative.
      • Database of 100-300 people who know you.
      • Find reasons to contact them consistently.
      • Send info re real estate market, refinance tips, info on how to build equity, newsletter
      • Friend-request them on Facebook
    • 7. Your farming area: become the familiar name
      • Every 30 days, send out a mailer to your farm:
        • News on local community events
        • Tips on selling or remodeling a home
        • Updates about what properties are selling for in your particular area
      • Prepare end-of-the-year report on average days on market, average sales price and list to sales price ratio.
      • Put a face to your name.
    • 8. Local business owners
      • A great source of referrals!
      • Be the market expert
      • Keep them informed about local real estate conditions
      • Many are first point of contact for families moving into the area
      • Produce high quality materials
      • Visit in person and ask for referrals
    • 9. Opportunity: Past Clients
      • 70% of buyers and 63% of sellers say they would definitely use their agent again or recommend them.
      • Yet only 11% of buyers and 28% of sellers use the same agent.
      • Huge disconnect!
      • Source: NAR
    • 10. Past Clients: They know you
      • Don’t let your hard work go to waste
      • Develop an action plan to remain in consistent contact
      • Let them know you’d appreciate their referrals!
      • It’s never too late
    • 11. Stay in Touch
      • Mix “touchie feelies” like birthday cards, holiday cards with “timely and relevant” content on the industry, a client’s neighborhood, etc.
      • Reach your clients on a variety of media, i.e.: postal mail, email, social networking, phone calls, etc. Vary your approach to achieve high frequency without “fatiguing” your database.
      • The quality of your materials should be in line with what you want your image to be - thus, I advise against cheap postcards and chachkies.
    • 12. Stratify your messages
      • Create a unique message for each of your audience segments
      • Targeted messaging boosts response and customer loyalty.
    • 13. Include a Call to Action: what do you want them to do?
      • Sign up to get my Quarterly Market Report
      • Learn how you can buy your next home for less than the cost of paying rent
      • Subscribe now for free tips on foreclosures and short sales
      • Get a Home Evaluation
      • Learn about pricing trends
      • Get Advice from a Real Estate Professional
    • 14. Job #1
      • Build your Sphere and Farm contact database – be sure to gather emails!
    • 15. Become Consumer Centric
    • 16. Consumers: How have they changed?
      • Challenging to reach and build relationships due to technology
      • Want instant gratification
      • Rapidly evolving
      • They are leading us to the web
    • 17. Can the "me, me, me" show
      • Today's homebuyer doesn't care about you
      • They care about is WIIFM -- What's In It For Me?
      • Prove your value to build trust
      • Your web site: Keep your pedigree and industry designations, awards on your “About Me” page, not on your front page.
    • 18. Choose your niche and OWN it
      • People want products and services that are specifically tailored to them
      • Don’t try to be the one stop shop for everything.
      • Make prospects believe that you are THE specialist in one thing and they will come back to you every time.
    • 19. Does your professional niche brand you as a real estate expert, or someone who sells real estate?
      • Study customers, learn everything you can about them, how do you reach them?
      • Communicate to them in a way they want: blogging, email, phone, etc.
      • What do you know best: First time buyers? Women? Short sales? Trustee sales? Move-up buyers? Fine Homes?
    • 20. Marketing best practices
      • Consistency
      • Protect your image
      • If it looks like you printed it on your home computer, don’t send it
      • Must be professional, and make you stand out
      • Use great photography
      • Include all your contact info + photo
      • Include a great headline
      • Proofread! Typos are credibility-killers
      • Use a call to action
    • 21. Marketing Your Listings on the Internet
    • 22. What Do Buyers Want Most When Searching Online for Homes?
    • 23. How Buyers Found their Home: 2009 NAR: 2009 Survey of Homebuyers and Sellers
    • 24. How Buyer Found Agent
    • 25. Educate sellers about the Internet vs. newspapers
      • Educate consumers (especially our sellers) on where buyers are finding the homes they buy.
      • Update our Listing Presentations to include this information and modify expectations.
    • 26. Realtor.com leads in page views among online real estate consumers.
    • 27. Your listings on realtor.com
      • Company sponsored
      • You get the leads with one hour response time required
      • We enhance listing for you with MLS comments, additional photos
      • Add VT at no cost
      • Talk to your office administrator to get started
    • 28.  
    • 29.  
    • 30. Advertise Your Open Homes Online
      • Enter your Open Homes to WebTop, and they appear on:
      • Google.com
      • Prurealty.com
      • Realtor.com
      • Trulia
      • Frontdoor/HGTV
      • You should add your Open Home to:
      • Craigslist.com
      • SFOpenHome.com
      • Redfin.com
      • Postlets.com
      • Movoto.com
    • 31. Your Prudential Marketing Resources
    • 32. PrintShop on WebTop
      • Available Products include:
      • Just Listed & Just Sold Postcards
      • Business Cards
      • Welcome Postcards
      • Property Flyers
      • Fine Homes Flyers & Postcards
      • “ Card of the month”
      • Monthly eNewsletter
      • Consumer flyers
      • Hispanic materials
      • CMA cards
    • 33. PrintShop
      • Overnight delivery on orders placed by 2 pm PST
      • Professional designs unique to PCR
      • Ship to you or to your mailing list
      • Access on your desktop –
      • Over 300 designs to choose from
    • 34. Brand yourself as the Neighborhood Specialist
      • Neighborhood specialist card – 3 designs
      • Send quarterly
      • You list recent sales in your farm
      • Overnight delivery if ordered by 2 pm PST
      • $ .39 (B & W back) or $.49 (color back)
      • WebTop>Marketing>
      • PrintShop
    • 35. Just listed/Just sold postcards
    • 36.  
    • 37. WebTop < Marketing < PrintShop
    • 38. Short sale brochures
    • 39. Useful Documents: Your personal market center
      • Sellers Presentations
      • Buyers Presentations
      • Quarterly Market Reports
      • Farming and Target Marketing
      • Buyer and Seller Farming Flyers
      • ABA Disclosures
      • Fine Homes Marketing
      • Free professionally designed property flyers
      • Logos and Artwork
      • Newsletters
      • Property Marketing Tools
      • Transaction Letters and Communication
      • Thewebtop.com < Marketing < Useful Documents
    • 40. Prospecting flyers
      • FREE! Print out on your color printer
      • Open Houses
      • Walking your farm
      • Selling and buying presentations
      • Mailers
      • Buying, Selling, Financing flyers
      • Also available in Spanish
      • WebTop >Marketing >Useful Documents> Farming and Target Marketing
    • 41. Market Reports
      • Buyers and sellers are confused about the market and crave data
      • Get comfortable with the data and help them make the best decision.
      • One-page presentation-ready piece
      • Educates sellers about the new realities of the market
      • Add your photo and contact info
      • Useful Documents > Quarterly Market Reports
    • 42. Market Report Emails
      • Send from Client
      • Management Center in WebTop
      • Automatically goes out each quarter
      • Customize with your own message
      • Free with WebTop
      • Personally branded by you – add your own call to action
      Webtop drip emails
    • 43. WebTop Newsletter
      • FREE
      • Created by Marketing monthly
      • Customize with your name and info
      • Great for open houses, mailers, walking your farm
      • Self mailer with response
      • WebTop>Marketing>Useful Documents>Newsletters
    • 44. eNewsletter
      • FREE
      • “ Ready to go” version can be sent in minutes
      • Your website link included
      • Customized with your photo and contact info
      • Send to contacts in your CMC
      WebTop>Marketing> eNewsletter
    • 45. eNewsletter on PREA Center
    • 46. Property Flyers on WebTop
      • FREE – print on your color printer.
      • Publisher templates that you customize
      • Takes minutes to create a professional-quality flyer
      • WebTop>Marketing>
      • Useful Documents> Property Marketing
    • 47. Sign Prospects up for Drip Email & Property Alerts
      • Personally branded by you
      • Free on WebTop
      • Property Alerts : recently listed homes
      • You schedule
      • Drip email has 5 campaigns
      WebTop>Marketing>Useful Documents>Newsletters
    • 48. Personal notecards generate referral business
      • Stay in touch regularly with these personal notecards
      • Six different types
      • $28 per 50
      • Order form on WebTop>Marketing>Farming and Target Marketing
    • 49. Job #2
      • Sign all prospects up to receive Drip email or eCards from you on a monthly basis.
    • 50. Wow Clients with a professional Listing Presentation and CMA. Create it online using WebTop!
    • 51. Create Dynamic Listing Presentations
      • Create a CMA with full listing presentation, photos and property data using MLS data
      • Regular + Fine Homes listing presentations
      • You choose which pages to use
      • Personalized with your color photo on each page
      • Map showing comparable properties
      • Print out listing presentation or send as a PDF
      • Part of WebTop fee.
      • Go to www.thewebtop.com > Marketing > CMA.
    • 52.
      • Comparable property with map
      • Map of multiple comparable properties
      • Graphic analysis of recently sold properties.
      • Graphic analysis of currently listed properties
    • 53. Fine Homes Program
          • Fine Homes Certification
          • Coordination and support of national advertising programs
          • Use of Fine Homes branded marketing materials
          • Marketing counseling
      WebTop>Marketing> Useful Documents > Fine Homes
    • 54. Fine Homes Branding
      • Just listed postcards
      • Just sold postcards
      • Flyers
      • 4-page brochures
      • Agent Profile
      • Neighborhood
      • Specialist card
      Orders placed by 2 pm PST are shipped overnight
    • 55. Order 1000 Free Postcards
      • PREA postcards
      • Go to www.prea.prudential.com
      • Call 800.533.3804 to order
      • 4-up laser postcards on perforated sheets for you to print
      • Jumbo postcards
      • 6 designs
      • You only pay for postage
    • 56. eCards
      • FREE
      • Create and send in minutes
      • Add your website link
      • Instant reporting
      • Export your database from ACT, Outlook
      • Don’t Spam
      www.prea.prudential.com
    • 57.
      • Just listed/sold
      • Investing women
      • Holiday
      • 1 st time homebuyer
      • Just moved
      • Empty nesters
      • Open House
    • 58. Prudential eCards features
      • Load database
      • Fine Homes, holiday, just listed/just sold, every holiday, Open House
      • Manage the system through reporting on email replies or undeliverable messages.
      • Save in-progress eCards
    • 59. Prudential eCards features
      • Include surveys in your eCards.
      • Allow recipients to RSVP event and enter guest information.
      • Insert images into messages and format your text using bold, colors, fonts, tables, and URL links.
      • Send eCards as HTML emails - specify plain text if required.
    • 60. Job #3
      • Order your FREE postcards from the PREA Center. Begin sending out monthly postcards to your contact base with a call to action:
      • - email me and I will sign you up to receive my free marketing report
      • - call me to learn the value of your home
    • 61.
      • Social Networking
    • 62. The first time buyer is dominating the market today
      • Agents must adapt to this tech-savvy client
      • They text, network online, email and bank on their phones
      • These first-time buyers are part of an ‘instant-gratification’ and Internet generation
      • They want access, answers, and ongoing communication through text messaging
      • They are tech savvy and educated and they don’t want to wait for answers. They are confident and eager to become home owners.
    • 63. First-time buyers are young, and embrace technology www.car.org
    • 64. Social media: Get started
      • Register on Facebook, LinkedIn
      • Invite your prospects
      • Categorize friends separately from prospects and clients
      • Post comments, post articles of interest, talk about the market, but don’t over promote!
    • 65. Good Facebook Updates
    • 66. Get started NOW!
      • # 1: Build your Sphere and Farm contact database and upload to WebTop (emails too)
      • # 2: Sign everyone up to receive Drip email from you on a monthly basis.
      • #3: Order your FREE postcards from the PREA Center and plan a mailing schedule.
      • #4: Customize your WebTop website
      • #5: Register on Facebook, invite contacts, post comments
    • 67. BluePrint – Company News
      • Stay on top of your resources!
      • Every other Thursday
      • New marketing tools, tips, agent resources, industry news
    • 68. Your resources
      • Help Desk: 925.924.4700
      • Marketing Department: 925.924.4600
      • PREA:
        • www.prea.prudential.com
        • 888.999.1120
    • 69. Questions?

    ×