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.
  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>