Matthew Rathbun Real Estate Marketing Basics

Marketing Thinking with the End in Mind Matthew Rathbun, Broker ABR, ABRM, ASR, e-PRO, GRI, GREEN, QSC, SRES, SRS Matthew Rathbun Seminars, Inc. www.TheAgentTrainer.com

Marketing is a Conversation www.TheAgentTrainer.com

What is your Marketing Saying? Marketing is you talking with other people about your Product or Service www.TheAgentTrainer.com

www.TheAgentTrainer.com

93% looked for Homes
21% Area Information
5% Real Estate Company
3% Real Estate Agent

Business Expense: Those Expenses incurred as a “cost of Doing business.”
Promotional Expense: Income producing expenses incurred in an attempt to generate leads and attract business.
Page 1 www.TheAgentTrainer.com

1. Regular and Consistent Contact
2. Consistent Format
3. Periodic Personal Contact
4. Follow-up and Ask for referrals
5. Generate Clients from Listings
(not “Use your sellers”)

Open House
Door Knocking
Telemarketing (Cold Calls)
Client Parties
Networking events
Social Functions
Community Events
Seminars
Booths at events
Teaching and Speaking opportunities
Any more?

Oh, how I love myself! www.TheAgentTrainer.com

Define Social Media and “Web 2.0”
Define VREB’s Authority in Technology Usage
Explore NAR Code of Ethics Role
Discuss Risk Management and Policy Considerations for Brokerages
Question and Answers

My Strengths Skills and Experiences
Benefits to Buyers/Sellers
Method of Communicating

Who is the your specific audience?
What image do you want to project?
What Does your Brand say?
Are you accomplishing your goal?

What is a Niche Market
Specific Group versus General Public*
Advantages
Easier to make personal contact
Database management
Focus on marketing dollar
Disadvantages
Smaller pool of prospects
May alienate some consumers (luxury homes)

What do I know about my niche?
What do we have in common?
Am I comfortable with them?
Where can I find them
How do I reach them?
What do they need?
How can I help them, where other’s can’t?
If I select a niche can I change it?*
Choosing a niche is not like choosing a geographic farm

Promotional Pieces to Fit Niche
Passive versus Active Marketing
Traditional Marketing Systems
Mailings
Postcards equal 300% more readership
1 each month for 3 months and then every quarter
Promote internet marketing on all mailings
Personal Brochures
Focus on the READER
It’s not about you
Lots of white space
Photos?
Public Classes / Presentations can reinforce you as an “expert”

Where as some clients / consumers prefer seeing a photograph of the agent, it is not always necessary and sometimes can distract from the actual message.

Printed Newsletter
Personalized License Plates
Business Cards
Presentation Books
Printed Books
PowerPoint
CD’s

www.TheAgentTrainer.com What does the potential Buyer see? What does the Buyer need to see?

45% of Leads will turn into a sale for someone
Only 10% will become a sale in 90 Days
22-25% will convert to a sale in 180 days
The average on-line buyer needs to be incubated for six months to a year.
The older the Lead the less competition.

What you need vs. What you want
Cost Plan / Budget
Consumer Reports
On-Line Community Support
Professional Assistance
What is Valuable vs. Convenient
Professional Opinion vs. Frustrated Users

______________________ _____ www.TheAgentTrainer.com

It’s a tool to provide better service
It’s a Lead Generator
Advertisement Necessity
We only use 10% of our available software on our PCs

Don’t assume they prefer e-mail
Get a face to face meeting as soon as possible
Meet with Client when getting Documents Signed
Remember technology is a tool and not a replacement for YOU!
Be Patient
Use the PHONE

NAR Statistics (2006) On-Line Consumers
38% are between 25-34 years of age
67% are Married
17% are Single Females
8% are Single Males
Median income is $70,700 per year

What are they looking for?
93% looked for Homes
21% Area Information
5% Real Estate Company
3% Real Estate Agent
Webpages should be your electronic brochures and relocation packet* Webpages should not contain a log of movement…* www.TheAgentTrainer.com

Cool Idea! – Camcorder Escort www.TheAgentTrainer.com

Market Information
Limited Personal Information
No Degrading Comments
Avoid Extended Menus
Emotional Triggers

Use easy to read fonts – like Ariel
Check for Spelling Errors
What are they looking for:
What do you have to offer?
When is it available?
What are the terms?
NO CLIPART! www.TheAgentTrainer.com

Photos – what not to do! Using Bad Photos as a Marketing Tool? www.TheAgentTrainer.com

Brand new look...Same great information
Correct and up-to-date information is your most important weapon when you sell your home. That’s why Brooke Miller has updated the look of her award winning web site:
www.BrookeMillerHomes.com .
It has a great new look but it is still filled with the information you need.
Visit the “Communities” tab for her latest Neighborhood Market Reports.
Visit the “Properties” tab for recently listed and recently sold properties in your neighborhood.
Quickly and easily order one of Brooke’s Special Reports.
Easily contact Brooke via e-mail.
And so much more.

Calendars
Magnets
Sport Events
Calendars
Emergency Numbers
Pocket Calendars
Canvas Tote Bags
Coffee Cups
Pens and Pencils
Note Pads
Frisbees
Bottle Openers
USB Thumb Drives
Coloring Books
Key Chains
Rules
Mouse Pads
Candy Jars
Flower Pots
Letter Openers
Jar Openers
Coolies for Drinks
Baseball Caps
T-Shirts
Day Timers

Lead Tracking
Ask Clients “How did you find me?”
Computer Software
Outlook
Top Producer
ACT
Respond
More, more, more
Consumers will complete an online response survey, if they trust the source.*

Return on Investment
Long Term vs. Short Term
Market Specific Conditions
Maximizing Return
Competition
Free Exposure
Cooperative Marketing
Media Identification Systems

Follow up on EVERY lead
Establish a system to evaluate urgency
Constantly monitor each lead you generate
Re-evaluate on a regular basis
Concentrate on “A” Clients

Refer to budget and make adjustments
Don’t be a “lone ranger”
Get help, as needed:
Other agents in your office
Virtual Assistants
Industry Blogs
Past Clients
Others?
Make sure you have current and accurate information and data

http://www.theagenttrainer.com	17
http://www.slideshare.net	7
http://activerain.com	6

Matthew Rathbun Real Estate Marketing Basics

by Matthew Rathbun on Mar 06, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

3 Embeds 30

Statistics

Matthew Rathbun Real Estate Marketing Basics — Presentation Transcript