Marty Rueter - The Marketing On-Demand Story

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Learn how implementing an online marketing portal program for your agents that can simplify multi-vendor marketing efforts. Helen Edwards and Marty Rueter will share their experiences with web-to-print marketing-on-demand portals.

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Marty Rueter - The Marketing On-Demand Story

  1. 1. The Marketing On-Demand Story Martin J. Rueter President Weichert Real Estate Affiliates, Inc. Morris Plains, NJ
  2. 2. The biggest company you never heard of… <ul><li>Founded in 1969 </li></ul><ul><li>200 company owned offices </li></ul><ul><li>300 franchised offices </li></ul><ul><li>36 states </li></ul><ul><li>Total of 18,000 Associates </li></ul><ul><li>Another 10,000 referral agents </li></ul><ul><li>A full service organization </li></ul><ul><li>2008 combined volume $65 billion </li></ul>
  3. 3. &quot;We live in a moment of history where change is so speeded up that we begin to see the present only when it is already disappearing.&quot; R.D. Laing The Politics of Experience
  4. 4. “ I like it the way it’s always been...”
  5. 5. The definition of Marketing has broadened. <ul><li>Marketing is no longer synonymous with traditional advertising. </li></ul><ul><li>Nor is it just one principal medium: </li></ul><ul><ul><li>Signage </li></ul></ul><ul><ul><li>Newspaper </li></ul></ul><ul><ul><li>Recipes and pot holders </li></ul></ul><ul><ul><li>Online </li></ul></ul><ul><ul><li>Promotions </li></ul></ul><ul><ul><li>Public Relations </li></ul></ul>
  6. 6. The right mix… <ul><li>Having the right marketing “mix” is essential. </li></ul><ul><ul><li>For overall effectiveness </li></ul></ul><ul><ul><ul><ul><li>“ Call to action” </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Brand awareness </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Agent awareness </li></ul></ul></ul></ul><ul><ul><li>At a cost that is still affordable . </li></ul></ul><ul><ul><ul><ul><li>Low cost is required. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Free is better. </li></ul></ul></ul></ul>
  7. 7. <ul><li>More visible signage </li></ul><ul><li>Limited print </li></ul><ul><li>Direct mail (neighborhood specific) </li></ul><ul><li>Engaging Web sites </li></ul><ul><li>E-mail </li></ul><ul><li>Broadcast media </li></ul><ul><li>Public relations </li></ul><ul><li>Those are passive. </li></ul>The perfect “mix” Consistent look and message!
  8. 8. The perfect “mix” must also include ACTIVE marketing. <ul><li>People need to see you working . </li></ul>
  9. 11. The perfect “mix” must also include ACTIVE marketing. <ul><li>We’re organizing activities on a weekly basis: </li></ul><ul><ul><li>Call sessions </li></ul></ul><ul><ul><li>Direct mail </li></ul></ul><ul><ul><li>Open Houses </li></ul></ul><ul><ul><li>Consumer seminars </li></ul></ul><ul><ul><li>Career sessions </li></ul></ul><ul><li>A plug for Quantum… </li></ul>
  10. 12. The LeadLink Program A New Marketing Service from Weichert & Quantum I-Mail
  11. 13. The LeadLink Program – How It Works <ul><li>Automatically generates a Just Listed card for each new listing based on information entered into MLS. </li></ul><ul><li>Sales associate receives an email to approve and place the order if desired. The Just Listed card directs recipients to visit a website for more information about the listing. </li></ul><ul><li>Website gathers vital customer information and sends it to the listing associate. </li></ul>
  12. 14. Just Listed Card is Created Associate Receives E-Mail to Approve the Card
  13. 15. Associate Receives Confirmation That Card Order Has Been Placed
  14. 16. Just Listed Card is Mailed Recipients are directed to a website
  15. 17. Card Recipients Visit Website Property code is entered at the website
  16. 18. Website provides property information and prompts recipient to fill out a contact form
  17. 19. Sales Associate Receives Leads
  18. 20. Free is preferred!
  19. 21. Ongoing public relations <ul><ul><li>Industry news </li></ul></ul><ul><ul><li>Agent news </li></ul></ul><ul><ul><li>Local, local </li></ul></ul>
  20. 22. Local Events
  21. 24. Charity Events
  22. 25. Car Signs
  23. 26. And Car Wraps
  24. 29. Consumer Seminars
  25. 30. <ul><li>Last year over 40% of Weichert ® buyers were initially met at a Weichert Open House. </li></ul><ul><li>Pre-event marketing </li></ul><ul><li>Directional signs and balloons </li></ul><ul><li>Internet mapping </li></ul><ul><li>Touring the Open House </li></ul><ul><li>Follow-up and Capture </li></ul>74% of Open House attendees bought a house within 6 months of attending our Open House. Open House Religion
  26. 31. Need for Speed!
  27. 32. 79 million new consumers!
  28. 33. www.genykert.com
  29. 34. That social networking thing…
  30. 36. <ul><li>87% of all potential buyers start their search online. </li></ul><ul><li>Less than 1% of all Internet leads result in a sale. </li></ul><ul><li>50% of all emails from prospective customers to real estate companies and agents are NEVER answered. </li></ul><ul><li>Industry Average response time is 54 hours. </li></ul><ul><li>Weichert’s response time is under 3 minutes! </li></ul><ul><li>Weichert’s close rate is 8 times the industry average! </li></ul><ul><li>These are company-generated leads. </li></ul>Internet Marketing
  31. 37. What we’ve learned… <ul><li>Newspaper is for wrapping fish. </li></ul><ul><li>Broadcast is an expensive shotgun. </li></ul><ul><li>Targeted direct mail is effective if neighborhood specific. </li></ul><ul><li>Online is where the buyers and Gen Y agents hang out. </li></ul><ul><li>You need a complete marketing strategy that can be measured. </li></ul><ul><li>Free is better. </li></ul>

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