MARKETING FOR REALTORS              Council of Residential Specialistsadvertising        marketing   public relations   we...
Welcome    Stephanie Kruse | Rob Gaedtke | Mike McDowell                                                                  ...
Branding topics we will discuss         –  Defining         –  Visualizing         –  Promoting© KPS|3 2011. Not to be rep...
Defining your brand© KPS|3 2011. Not to be reproduced or used without permission.   kps3.com
What is branding (and what it isn’t):         –  Your brand exists in the minds and hearts of your            customers/pr...
It is NOT:         –  Just your logo         –  Just your colors         –  Just your advertising or other promotions     ...
The importance of brand consistency:         –  Eliminates brand confusion         –  Maximizes effectiveness of modest bu...
The value of strong brand equity... positively impacts:         –  Awareness         –  Attitudes and beliefs         –  M...
Your personal brand         –  What is the state, power of your personal brand?         –  Are you vanilla or pistachio ri...
Determining your personal brand         –  Research - but not your mom, your sweetie or            someone who owes you mo...
Are you vanilla or pistachio nut?         –  Brand quiz using analogies, descriptors and examples            can help get ...
Your brand position statement To (your distinct market segment - i.e. buyers in the Reno home market who desire someone wh...
If you only find vanilla...         –  If you can’t define yourself, feel you are blending in            too much, have no...
Then refine and stretch your brand         –  Determine if it’s really a blank slate. If so, define a            realistic...
A brand vision statement         –  By (timeframe), for (distinctive target audience), only            JENNY REALTOR will ...
If it is unique, and is working for you...         –  Make it part of everything you do, say, wear, choose,            par...
Co-branding with your brokers brand         –  Your brokers brand probably has value it adds            to yours         –...
How to co-brand         –  Branded family vs. family of brands - decision on            which strategy to use is dictated ...
Love the ones youre with...         –  Your sphere - who? do they relate to your brand?         –  (are you hanging out wi...
Paid message placement         –  Do not make vanilla mistakes in this realm            either...make good, targeted decis...
Visualizing your brand© KPS|3 2011. Not to be reproduced or used without permission.   kps3.com
Visual components matter         –  Reinforces your core brand attributes         –  Logos, color choices, photos         ...
© KPS|3 2011. Not to be reproduced or used without permission.   kps3.com
© KPS|3 2011. Not to be reproduced or used without permission.   kps3.com
© KPS|3 2011. Not to be reproduced or used without permission.   kps3.com
© KPS|3 2011. Not to be reproduced or used without permission.   kps3.com
Consistency is important         –  Once your look is established stick to it. The more you            change the less rec...
Eco Example:                                            www.CraigSchriber.com                                         cSch...
Promoting your brand© KPS|3 2011. Not to be reproduced or used without permission.   kps3.com
Digital Presence - Your website and beyond         –  Website +         –  Multichannel approach         –  All reinforcin...
Blogging         –  Reinforce your brand         –  Who are you writing for?         –  Content is king         –  Hub of ...
Search engines         –  #1 online activity         –  Spiders         –  Optimize each page         –  Dont think like y...
Paid ads         –  Search engines, social media         –  Pay per click         –  Bidding         –  Highly targeted   ...
Social media         –  Extension of your brand         –  Extension of your network         –  Dont be overly promotional...
Email marketing         –  Email services/templates         –  Build your list         –  Segment your list         –  Sho...
A word on public relations         –  Again, target and be selective - what message you            convey and which outlet...
Thank You. Questions?                                                                            4/1/2011© KPS|3 2011. Not...
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Branding and Marketing for Realtors and Residential Specialists

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Presentation given by KPS3 Marketing, Advertising and Public Relations to the Council of Residential Specialists in Reno, Nevada. Covers branding, strategic message and channel planning, and new and digital media (social media, blogging, email etc).

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Branding and Marketing for Realtors and Residential Specialists

  1. 1. MARKETING FOR REALTORS Council of Residential Specialistsadvertising marketing public relations web & digital media
  2. 2. Welcome Stephanie Kruse | Rob Gaedtke | Mike McDowell 4/1/2011© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
  3. 3. Branding topics we will discuss –  Defining –  Visualizing –  Promoting© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
  4. 4. Defining your brand© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
  5. 5. What is branding (and what it isn’t): –  Your brand exists in the minds and hearts of your customers/prospects –  It is the image, thoughts, emotions, and willingness to act that comes up when they think of you, hear your name, see your logo or other symbol or interact with you in any important manner to them –  You can do things to create, clarify, enhance, improve and stretch your brand image and brand equity –  Your brand position should stand as ‘unique’ to be effective© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
  6. 6. It is NOT: –  Just your logo –  Just your colors –  Just your advertising or other promotions –  Just external in nature... You must pay attention to internal branding© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
  7. 7. The importance of brand consistency: –  Eliminates brand confusion –  Maximizes effectiveness of modest budgets –  Better ties related “sub brands” to a strong umbrella brand –  Adds strength to brand symbols, images, equity© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
  8. 8. The value of strong brand equity... positively impacts: –  Awareness –  Attitudes and beliefs –  Most importantly... Behavior© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
  9. 9. Your personal brand –  What is the state, power of your personal brand? –  Are you vanilla or pistachio ripple almond?© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
  10. 10. Determining your personal brand –  Research - but not your mom, your sweetie or someone who owes you money –  Try to get objective, intelligent feedback: bosses, colleagues, competitors, candid customers, near misses –  Research: Can use primary and secondary, qualitative and quantitative research© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
  11. 11. Are you vanilla or pistachio nut? –  Brand quiz using analogies, descriptors and examples can help get you past the “I don’t know what I am” –  Unique essence - as perceived by others... since that is your brand, what others believe© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
  12. 12. Your brand position statement To (your distinct market segment - i.e. buyers in the Reno home market who desire someone who understands and lives within the luxury market and is involved in fine art circles), only JENNY REALTOR offers (distinct brand promise) because of (proof statement of attributes and deserved perception, i.e. distinctive experience and education, certifications, unique affinity circles - lives in luxury home and has luxury possessions, has an MFA, has luxury certifications, serves on board of prestigious art school school, travels to collect art).© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
  13. 13. If you only find vanilla... –  If you can’t define yourself, feel you are blending in too much, have no unique brand identity - you may be making a vanilla branding mistake (too broad or vague or common in your projected image, or in the markets you are targeting) –  You can not project that you are all things to all people, or go after all people with an all purpose brand message –  Who is most likely to use you, and why© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
  14. 14. Then refine and stretch your brand –  Determine if it’s really a blank slate. If so, define a realistic brand to go after. (brand vision) –  Don’t stretch it so much you have brand disconnect. –  Determine the steps in all areas of the marketing mix (the product itself, pricing, place/distribution, and promotion) –  Re-test often.© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
  15. 15. A brand vision statement –  By (timeframe), for (distinctive target audience), only JENNY REALTOR will offer (unique brand promise) based upon (proof statement) –  BUT... you have to do things that add to the proof statement and also change the perceptions of your unique brand promise© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
  16. 16. If it is unique, and is working for you... –  Make it part of everything you do, say, wear, choose, participate in, do for continuing education, donate to professionally... to reinforce your brand –  Again, your brand is NOT a slogan, color, photo, or personal logo. THOSE are symbols you might develop or choose strategically AFTER you understand and define your brand.© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
  17. 17. Co-branding with your brokers brand –  Your brokers brand probably has value it adds to yours –  As you consider brokers, see if they are willing to invest in their own brand –  Does your brokers brand help sway decisions your way?© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
  18. 18. How to co-brand –  Branded family vs. family of brands - decision on which strategy to use is dictated by this situation –  Affinity with your brokers brand reinforces the power of your marketing –  Decrease brand confusion in the market as to who you are and who you are with –  What does your broker provide you in a toolkit.. and how to you add your personal brand© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
  19. 19. Love the ones youre with... –  Your sphere - who? do they relate to your brand? –  (are you hanging out with the right group of people?) –  Farm list - who? how close do they relate to your brand? –  Your process for touching sphere and farm list –  Frequency, style, tone, means, channels© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
  20. 20. Paid message placement –  Do not make vanilla mistakes in this realm either...make good, targeted decisions on how to reach the segments of the market you have defined –  Mass media will most likely not generate inquiries or generate customers in your target segment –  Targeted, strategic paid and earned media tactics are key –  Don’t get distracted or seduced because “everyone else does it” or an ad sales rep makes you a deal© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
  21. 21. Visualizing your brand© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
  22. 22. Visual components matter –  Reinforces your core brand attributes –  Logos, color choices, photos –  Don’t think in things… think in emotions –  Constantly ask yourself, does this fit the direction of your brand? If the answer isn’t quick, it probably isn’t right.© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
  23. 23. © KPS|3 2011. Not to be reproduced or used without permission. kps3.com
  24. 24. © KPS|3 2011. Not to be reproduced or used without permission. kps3.com
  25. 25. © KPS|3 2011. Not to be reproduced or used without permission. kps3.com
  26. 26. © KPS|3 2011. Not to be reproduced or used without permission. kps3.com
  27. 27. Consistency is important –  Once your look is established stick to it. The more you change the less recognizable your brand becomes. –  Variations are fine in fact they can help extend and stretch the brand, just keep a close watch on it.© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
  28. 28. Eco Example: www.CraigSchriber.com cSchriber@DicksonRealty.com Reno, NV 89519 e-Pro: Authority in 1030 Caughlin Crossing technology, trends 775-201-0154 Fax 775-772-4824 cell / 24 hr v/m and the market 775-284-3030 Direct Certified Luxury Home Enjoy the difference. Marketing Specialist Craig Schriber Nevada’s first Realtor certified Craig Schriber as an EcoBroker, specializing Enjoy the difference. in eco friendly homes, trends and resources. Who else for something so important.© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
  29. 29. Promoting your brand© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
  30. 30. Digital Presence - Your website and beyond –  Website + –  Multichannel approach –  All reinforcing your brand© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
  31. 31. Blogging –  Reinforce your brand –  Who are you writing for? –  Content is king –  Hub of information© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
  32. 32. Search engines –  #1 online activity –  Spiders –  Optimize each page –  Dont think like you. –  Inbound links© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
  33. 33. Paid ads –  Search engines, social media –  Pay per click –  Bidding –  Highly targeted –  Highly measurable© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
  34. 34. Social media –  Extension of your brand –  Extension of your network –  Dont be overly promotional –  Time costs –  Content is king© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
  35. 35. Email marketing –  Email services/templates –  Build your list –  Segment your list –  Short and sweet –  Content is king© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
  36. 36. A word on public relations –  Again, target and be selective - what message you convey and which outlets you target to reach your target markets –  Pros: media has third party credibility, less expensive than paid messaging, can develop a “constant presence” –  Cons: no guarantees and can’t control the message, takes time to develop relationships with media that can develop into more meaningful coverage© KPS|3 2011. Not to be reproduced or used without permission. kps3.com
  37. 37. Thank You. Questions? 4/1/2011© KPS|3 2011. Not to be reproduced or used without permission. kps3.com

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