Dominate Your Niche Market
What You’ll Learn Today
• Today’s top marketing strategy
• Keys to becoming the go-to agent
• Steps to reach your target a...
What’s Your Niche?
Reasons to Build a Niche
• Win more business
• Improve brand recognition
• Win more referrals
• Increase customer and pers...
Steps to Dominate Your Niche
A Successful Business – Always Be Aware
Step 1: Be Found
• Meet consumers where they
are at
– Online
– In person
– Through print
• Must use a multi-pronged
approa...
Step 2: Be Connected
• People must consider you the go-to person
• Provide value
Get Them to Your Website
Step 3: Be Involved
• They must think of you when they’re ready to transact
• Stay in front of them consistently; stay top...
• Nearly 80% of households read or at least scan their
advertising mail
• Response rates for direct mail:
– Existing Custo...
Today’s Marketing Strategy
Agents are integrating print and online marketing
• Increase lead generation
• Get in front of ...
Combine Print and Online
1. Identify your target audience
2. Choose the relevant value prospects want on your website
3. S...
Use Mailing Lists
• Postcards
• Greeting cards
• Tri-fold (US only)
Mailing Lists: Focus on Your Niche or Build a Niche!
• Housing type and location
– Location
– Homeowner or renter
– Length...
Mailing Lists: Focus on Your Niche or Build a Niche!
• Finances
– Estimated income range
– Estimated home value
– Mortgage...
Mailing Lists: Focus on Your Niche or Build a Niche!
• Personal demographics
– Age range
– Month of birth
– Marital status...
Mailing Lists: Focus on Your Niche or Build a Niche!
• Family structure
– Head of household
– Presence of children
– Grand...
Mailing Lists: Focus on Your Niche or Build a Niche!
• Lifestyle
– Lifestyle data
– Religion
– Voter information
Strategies for Using Print Marketing
Want More Sellers?
Postcards
Want to Build Your Brand?
Tri-fold or postcard invitation to an event
Want to be the Local Gen Y Favorite?
• Send postcards with technology inspired images
Got a Listing in a High-End Area? Want more?
• Send greeting card invites to your open house
Send to Your Target Audience
Simply follow the prompts. It’s easy!
Dominate Your Niche Market
1. Identify your target audience
2. Choose the relevant value prospects want on your website
3....
What’s Your Niche?
Build Your Plan!
• Who’s your audience?
• Which page on your Market Leader site will you send them to?
• Which mailing lis...
Which Mailing List Criteria Will You Use?
• Housing type and location
• Finances
• Personal demographics
• Family structur...
Next Steps
 Define your marketing strategy
 Create a marketing piece
 Use a mailing list to target your audience
Thank You!
Dominate your Niche Market
Download the presentation here:
www.marketleader.com/kw/kwmc
Kris Olsen
LinkedIn: ww...
Dominate your niche market
Dominate your niche market
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Dominate your niche market

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Mega Camp 2013 presentation from the Market Leader and Trulia TruLeader theater. Kris Olsen, Senior Trainer and Instructional Designer at Market Leader, shows how Keller Williams associates can identify their niche market and become the dominate agent within that market.

Published in: Real Estate, Business, Technology
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  • Any great examples of how you’ve applied this?
  • Print has evolved!for every 1,000 existing customers receiving a direct-mail piece, 34 will respond on averagefor every 1,000 prospects receiving a direct-mail piece, 12 will respond on average
  • Dominate your niche market

    1. 1. Dominate Your Niche Market
    2. 2. What You’ll Learn Today • Today’s top marketing strategy • Keys to becoming the go-to agent • Steps to reach your target audience
    3. 3. What’s Your Niche?
    4. 4. Reasons to Build a Niche • Win more business • Improve brand recognition • Win more referrals • Increase customer and personal satisfaction
    5. 5. Steps to Dominate Your Niche
    6. 6. A Successful Business – Always Be Aware
    7. 7. Step 1: Be Found • Meet consumers where they are at – Online – In person – Through print • Must use a multi-pronged approach
    8. 8. Step 2: Be Connected • People must consider you the go-to person • Provide value
    9. 9. Get Them to Your Website
    10. 10. Step 3: Be Involved • They must think of you when they’re ready to transact • Stay in front of them consistently; stay top of mind • Be responsive when they reach out to you
    11. 11. • Nearly 80% of households read or at least scan their advertising mail • Response rates for direct mail: – Existing Customers: • Direct Mail: 3.4% • Email: 0.33% – Prospects: • Direct Mail: 1.2% • Email: 0.21% Print Marketing is Making a Comeback Source: Direct Marketing Association’s 2012 Response Rate Report
    12. 12. Today’s Marketing Strategy Agents are integrating print and online marketing • Increase lead generation • Get in front of prospects more consistently • Especially great for geo-based niches
    13. 13. Combine Print and Online 1. Identify your target audience 2. Choose the relevant value prospects want on your website 3. Send your print marketing 4. People go from print to your website 5. You win a new contact!
    14. 14. Use Mailing Lists • Postcards • Greeting cards • Tri-fold (US only)
    15. 15. Mailing Lists: Focus on Your Niche or Build a Niche! • Housing type and location – Location – Homeowner or renter – Length of residence – Single or multi-family – Dwelling unit size
    16. 16. Mailing Lists: Focus on Your Niche or Build a Niche! • Finances – Estimated income range – Estimated home value – Mortgage type (FHA or VA) – Mortgage sale month
    17. 17. Mailing Lists: Focus on Your Niche or Build a Niche! • Personal demographics – Age range – Month of birth – Marital status – Gender
    18. 18. Mailing Lists: Focus on Your Niche or Build a Niche! • Family structure – Head of household – Presence of children – Grandparents in household – Veterans in household
    19. 19. Mailing Lists: Focus on Your Niche or Build a Niche! • Lifestyle – Lifestyle data – Religion – Voter information
    20. 20. Strategies for Using Print Marketing
    21. 21. Want More Sellers? Postcards
    22. 22. Want to Build Your Brand? Tri-fold or postcard invitation to an event
    23. 23. Want to be the Local Gen Y Favorite? • Send postcards with technology inspired images
    24. 24. Got a Listing in a High-End Area? Want more? • Send greeting card invites to your open house
    25. 25. Send to Your Target Audience Simply follow the prompts. It’s easy!
    26. 26. Dominate Your Niche Market 1. Identify your target audience 2. Choose the relevant value prospects want on your website 3. Send your print marketing  Target your niche with a mailing list! 4. People go from print to your website 5. You win a new contact!
    27. 27. What’s Your Niche?
    28. 28. Build Your Plan! • Who’s your audience? • Which page on your Market Leader site will you send them to? • Which mailing list criteria will you use?
    29. 29. Which Mailing List Criteria Will You Use? • Housing type and location • Finances • Personal demographics • Family structure • Lifestyle
    30. 30. Next Steps  Define your marketing strategy  Create a marketing piece  Use a mailing list to target your audience
    31. 31. Thank You! Dominate your Niche Market Download the presentation here: www.marketleader.com/kw/kwmc Kris Olsen LinkedIn: www.linkedin.com/in/KrisKOlsen Email: kriso@marketleader.com
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