Gri403 Personal Promotion 2014

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You’re a brand whether you like it or not. It’s time you learned how to manage it. This course is optional, but the concepts it covers aren’t. Attend and walk away ready to plan, target, and implement strategic marketing and build an image that will attract clients now and in the years to come.

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Gri403 Personal Promotion 2014

  1. 1. GRI 403: Personal Promotion TheAgentTrainer.com | @MattRathbun Matthew Rathbun ABR, CIPS, CRB, CRS, EPRO, GREEN, GRI, MRP, RSPS, SFR, SRS
  2. 2. MatthewRathbun Thinks He’s funnier than Broker Over 10 years in Always strives to be better www.TheAgentTrainer.com Husband and Father
  3. 3. www.TheAgentTrainer.com/gri403
  4. 4. I. Developing A Budget ! II. Developing A Marketing Plan ! III. The Follow-up ! IV. Evaluating Your Efforts ! V. Making It All Work ! Today’s Lineup
  5. 5. You’re A Rockstar
  6. 6. Anatomy of A RockStar Fans Performances Promotions Critics Websites Fansites Roadies Backstory
  7. 7. Just a Face in the Crowd?
  8. 8. TheAuditionPhase
  9. 9. Let’s Tell Them Who You Are
  10. 10. SECTION I ! Developing A Budget !
  11. 11. Business Expense - Those expenses incurred as a “cost of doing business” BUSINESS VS PROMOTIONAL Page 1 Promotional Expense - Income Producing expenses incurred in an “attempt to generate leads and attract business”
  12. 12. Creating A Budget Page 3
  13. 13. SECTION II ! Developing A Marketing Plan !
  14. 14. Marketing is a conversation
  15. 15. Understanding Your Consumer
  16. 16. 96%of homebuyers use the internet as part of the search process 49% of homebuyers found the home they bought online 64%searched on mobile device 76%drove by home they found online as the first step46%online inquires actually buy
  17. 17. 12weeks of active searching online before buying 3weeks of active searching before contacting agent 51weeks from first online inquiry until becoming serious about looking for a home
  18. 18. of buyers use a REALTOR® 90%
  19. 19. YouTube Moment Long Distance
  20. 20. 22
  21. 21. Personal Promotion - The sum total of all that is done to promote the use of your services Promotion and Marketing Page 8 Marketing - The sum total of all that is done to promote the sale of a service or product
  22. 22. Developing Business Quickly Page 8 For Sale By Owner Expired Listings Unoccupied Homes Foreclosures Open Houses Floor Time
  23. 23. Long Term Generation Page 9 Sphere of Influence Past Clients First Time Homebuyers Neighbors Relatives Organizations
  24. 24. SECTION II ! Branding !
  25. 25. How Do People Analyze You
  26. 26. BUILDING YOUR Page 10
  27. 27. “The most powerful concept in marketing is owning a word in the prospect’s mind” The Law of Focus Page 10
  28. 28. Name That Logo Page 10
  29. 29. Self Reflection Page 11 Strengths, Skills and Life Experiences How Do Client’s Benefit? How Do I Communicate My Message?
  30. 30. Page 12 Tools For Branding • Logo • Slogan • Your Image • Video • Photography • Color and Style • Design • Personal Appearance
  31. 31. SECTION III ! Your Niche !
  32. 32. Niche Marketing • What is your niche ! • Advantages ! • Disadvantages ! • How to Determine • What Do You Do? • What Do I Love? • What Do Other Ask of Me? • Passions Page 13
  33. 33. Individual Focus Page 15 What do I know about these people? What Do We Have In Common? Do I Fell Comfortable With Them? Where Can I Find Them? How Do I Reach Them? What Do They Need? How Can I Help Them?
  34. 34. Five Maintain a Customer Relationship Management System (CRM) Transfer all Contacts to a Spreadsheet Mail / eMail your SOI your Who, What and Where Create a systematic approach to staying in touch Be disciplined in maintaining your SOI and contacting them 1 2 3 4 5 Steps To Engaging Your Sphere of Influence
  35. 35. SECTION IV ! Delivering Your Message !
  36. 36. YouTube Moment Don Draper- MadMen
  37. 37. Page 16 Passive vs. Active
  38. 38. Engage Web Calls Newsletters Cards Networking Social The Plan Page 18
  39. 39. Page 18
  40. 40. Farming
  41. 41. Choosing Your Farm Is the soil fertile? Are there other farmers? Can you sustain it? Will it be profitable?
  42. 42. “People don’t buy what you do, they buy why you do it.” “ The goal is to do business with people who get what you do” Simon Sinek Author: Start With Why
  43. 43. “Selling to people who actually want to hear from you is more effective than interrupting strangers who don't,” ! -Seth Godin
  44. 44. Embrace the Client’s Experience
  45. 45. The Experience You offer has to be better than the one they’ve had...
  46. 46. Introduce Them To Your Better Experience
  47. 47. You have something that the Aggregators don’t have... Hyper-Local Content!
  48. 48. SEO GUIDE
  49. 49. 85% of Web Traffic
  50. 50. 95%…won’t leave the first page
  51. 51. • Bullet 10% of Clicks 90% of Clicks
  52. 52. GOOGLE. COM/ADDURL Page 1
  53. 53. Page 104
  54. 54. • Bullet Page 1
  55. 55. Flickr. com • Bullet Page 1
  56. 56. Pinterest.com
  57. 57. FSBO • Packets • Sites • Conversion
  58. 58. matthewRathbun.com/FSBO
  59. 59. Tradeshows, Festivals and Fairs
  60. 60. HUDMail • Bullet
  61. 61. Zillow • Bullet Page 1
  62. 62. Zillow.com/Agents • Create/Update Profile • Free Webinar's • Wordpress Plugins • Local Market Data • Mortgage Information • Facebook Apps • Website Badges • Market Data for your Site
  63. 63. • Bullet Zillow Profiles and Reviews (Think “SEO”)
  64. 64. • Bullet Claim and Enhance Your Listings!
  65. 65. zillow.com • Bullet Make Me Move
  66. 66. Trulia.com Page 1
  67. 67. Trulia.com/Voices
  68. 68. HouseLogic.com
  69. 69. Mailchimp.com • Bullet Page 1
  70. 70. VistaPrint .com
  71. 71. LowesRealtorBenefits.com
  72. 72. google.com/Sites
  73. 73. Google.com/PlacesForBusiness • Google.com/ PlacesForBusiness
  74. 74. • NARRPR.com
  75. 75. RBIntel.com
  76. 76. Using the MLS Send Letters to those who rented 9-12 months ago regarding the buyer marketTax Record labels for postcards made on home printer Get Affiliate Buy-in MLS Listing e-Mail Drip Campaign Personal Promotions on Visual Tours or house Photos (if MLS allows)
  77. 77. 76%of Sellers are more likely to list with an agent who offers a video 12%of Agents use video 81%of Buyers are more likely to look at home withVideos before those without
  78. 78. EngagePeople
  79. 79. YouTube Moment Jessica Edwards Call Me
  80. 80. Videolicious
  81. 81. Screenr .com • Screenr.com
  82. 82. SoundCloud .com
  83. 83. NextDoor .com
  84. 84. MeetUp .com Page 1
  85. 85. Create Your Own Networking Group •Lunch Meetings •Database Sharing •Common Webpage
  86. 86. WineParty
  87. 87. 138 Years Old... ...and It Still Works
  88. 88. Hand-written Notes
  89. 89. Ask For Referrals
  90. 90. OvernightPrints .com
  91. 91. SECTION IVa ! Photography !
  92. 92. TheBasics Pixels - Important Dots Page 1
  93. 93. Digital Single-Lens Reflex • Interchangeable Lens • HD Photos • Countless Settings • HD Video • Phase Detection Auto-Focus • Speed • Flexible Page 1
  94. 94. HDRPhotos (High Dynamic Range)
  95. 95. CameraPlus • Bullet Page 1
  96. 96. VisualStager.com • Bullet
  97. 97. Civic Involvement
  98. 98. SECTION V ! Followup !
  99. 99. Customer Relationship Manager CRM Page 24
  100. 100. Microsoft Outlook Page 1
  101. 101. Top Producer
  102. 102. WiseAgent .com
  103. 103. My Real Estate Tools
  104. 104. SECTION VI ! Evaluate Your Investment
  105. 105. Are You Showing Fruit? Page 26
  106. 106. Tracking Sources Page 25
  107. 107. Customer Status Level 1 - Pending Appointment Level 2 - Call Today Level 3 - Active Prospects Level 4 - Inactive Prospects Level 5 - Master Prospects Level 6 - Sphere of Influence Level 7 - Niche Farming Prospects
  108. 108. SECTION VII ! Making It Work
  109. 109. Where’s The Time? Page 26
  110. 110. • Bullet EasyEmerge.com
  111. 111. Prioritize Ideas Page 26 Delegate ! Automate ! Drop
  112. 112. Page 27 Bringing It All Together
  113. 113. Facebook.com/mattrathbun @mattrathbun Matthew@TheAgentTrainer.com www.TheAgentTrainer.com YouTube.com/MattRathbun1

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