Marketing:
Reach More
People in Less
Time
KW034

2
Presenter
Todd Butzer
 North Central, MN
 Regional Director
 KWU International Master Faculty

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Marketing: Reach More People in
Less Time
Main Ideas
2. Marketing for Lead Generation
3. Defining Your Brand
4. Marketing Your Brand
5. Marketing Your Listing
6. Systematic Marketing
A copy of this presentation is available for
download at www.kellerwilliamsuniversity.com

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Marketing for Lead Generation
Lead generation is like bread:
 You need flour (people).
 You need yeast
(prospecting).
 You need water (marketing).
 Your daily habit provides the
heat.
You have to have marketing,
prospecting, and the daily habit!

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Marketing for Lead Generation (continued)
What Is Marketing?
Passive form of lead generation
Disadvantages:
1. Expensive
2. Less personal and memorable
3. Less immediate in its results
Advantages:
1. Efficient use of time
2. Reaches a larger audience

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Marketing for Lead Generation (continued)
What Are the Benefits? D e Mr. R am z,
ar ire
 Gives you a reason to I t w are p as retome yo
as al le u et u
yete Y o as ds m gre
s rday. u ke o e at
prospect
q etio abu h wo r loal m t is
u s ns o t o u c arke
 Sets you apart after diffe nt fro th natio m t yo
re m e nal arke u
prospecting h ar abu o th ne s B es retoc m
e o t n e w. u all e
 Helps you keep net tim yo h re etateq etio o
x e u ave al s u s ns r
mindshare nedh lpb yingo s llingah m! I
e e u re oe
lo kfo ardtoh aringfro yo !
o rw e m u
Tha Yo
nk u!

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Marketing for Lead Generation (continued)
Myth
Prospecting + Marketing
The purpose of prospecting and
marketing is to
get appointments.
Haven’t Mets Mets
Truth
The purpose of prospecting and
marketing is to
get appointments AND
Appointments
increase your database of Mets.

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Defining Your Brand
What Is Branding?
 Makes you memorable and valid
 Two ways to build reputation
1. Marketing your Unique Selling Proposition
and brand
2. Delivering on your Unique Selling
Proposition and customer service
 Everything can be part of your brand
 There is no one right brand

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Marketing Your Brand
6 Methods for Marketing Your Brand
2. Community Involvement
3. Popular Media
4. Mailouts
5. Signs
6. Automated Marketing
7. Internet

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Marketing Your Brand (continued)
1. Community Involvement
 Benefit by helping others.
 Meet terrific prospects.
a. Sponsorships
b. Charities
c. Social Organizations
d. Business Organizations
e. Personal Interest Groups
f. Other

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Marketing Your Brand (continued)
2. Popular Media
 Does the quality of the piece look like the fee
you charge?
 Be consistent.
 Placement matters.
 Use IVR consistently across media.
 Track your response rate.
 Impressions matter.

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Marketing Your Brand (continued)
3. Mail-outs
 Highest rate of return of real estate marketing.
 Include an offer-response in every piece.
 Hand-deliver for better
response rate.
 Follow up on mail-outs.
 Use email strategically.
Marketing materials by the
Paul Herrick Group
Leverage seasons and events for mail-outs.

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Marketing Your Brand (continued)
4. Signs
 Proof materials before and after printing.
 Maintain signs in good repair.
 Match the message to the context.
 Your signs must be legible!
Cynthia Nina-Soto’s truck

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Marketing Your Brand (continued)
5. Automated Marketing
 Reach a large audience
 Very cheap
 Easy to ignore
 Needs to contain value for your audience
 Needs frequently updated content

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Marketing Your Brand (continued)
6. Internet
 All agents need a website.
 Best practices in website content
a. Have IDX and a drip system.
For more
b. Offer CMAs. information, see
c. Provide updated neighborhood Internet Lead
Generation.
info.

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Marketing Your Listing
 Most methods don’t work to sell homes.
 Instead, they bring you buyer business.
 The best methods for selling houses:
1. Other agents (34%)
2. Internet (32%)
3. Yard signs (15%)
According to NAR 2008 Profile of Home Buyers and Sellers
Page 59

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Marketing Your Listing (continued)
1. Other Agents
 Network in the halls.
 Email home brochures.
 Hold agent events in your listings.
 Participate in agent caravans.
 Hold classes in your listings.
 Offer a higher commission split.
Page 61

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Marketing Your Listing (continued)
2. Internet
 MLS listings must be complete and accurate.
 Use 14+ photos per listing.
 Use virtual tours and videos.
 Participate in IDX.
 Add “Featured Listings” to your homepage.
 Create 123mainstreet.com websites.
 Create 123mainstreet.blog.com blogs.
See KWU’s Internet Lead Generation for more ideas.
Page 62

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Marketing Your Listing (continued)
3. Yard Signs
 Place signs prominently.
 Keep brochure box stocked.
 Use riders strategically.
Page 64

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Marketing Your Listing (continued)
Attracting Buyer Business
 Maximize your marketing to
bring in more buyers for
your business.
 Don’t disqualify your listing
by giving too much
information.
 If you don’t have any listings,
advertise HUD homes.
Marketing materials by the
Paul Herrick Group.
Page 65-67

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Systematic Marketing
3 Foundational Marketing Plans
2. The 8 x 8 (Mets)
3. The 33 Touch (Mets)
4. The 12 Direct (Haven’t Mets)
Page 69

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Systematic Marketing (continued)
3 Key Strategies
2. Target your audience.
 Identify your audience.
 Develop materials that appeal to them.
3. Be consistent and repetitive.
 It’s the only way to retain mindshare.
4. Don’t overthink it.
 Quantity is more important than perfection.
Page 71-72

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Systematic Marketing (continued)
Top 12 Design Tips
 Include an offer-response in every piece.
 Come from contribution.
 Emphasize benefits,
not features.
Marketing materials by Ron Cedillo of
Home Buyers Realty
Page 77-79

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Systematic Marketing (continued)
Top 12 Design Tips (cont.)
2. Have a consistent look
and feel.
3. Have an attractive,
professional look.
Marketing materials by the de Somer
Williams Luxury Estate Team
Page 80-81

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Systematic Marketing (continued)
Top 12 Design Tips (cont.)
2. Have a unique,
eye-catching hook.
3. Personalize your ads
and events.
4. Look for longevity.
Marketing materials by Andy Rosen of
The Marketing Advantage
Page 82-83

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Systematic Marketing (continued)
Top 12 Design Tips, cont.
2. Use only one focused message per piece.
3. Use testimonials.
4. Leverage the
seasons.
5. Brand on both
sides.
Marketing materials by the Armstrong Real
Estate Group
Page 84-85

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Ideas into Action
1. Evaluate your brand and determine if it
makes you stand out.
2. Try a new method of marketing your
brand.
3. Add 14+ photos for each of your listings on
your website.

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KW034