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Matthew Rathbun Real Estate Marketing Basics
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Matthew Rathbun Real Estate Marketing Basics

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Basics of Real Estate Marketing presentation. This is part of a series, in which internet marketing is discussed elsewhere. www.TheAgentTrainer.com

Basics of Real Estate Marketing presentation. This is part of a series, in which internet marketing is discussed elsewhere. www.TheAgentTrainer.com

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Matthew Rathbun Real Estate Marketing Basics Matthew Rathbun Real Estate Marketing Basics Presentation Transcript

  • 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
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    • 93% looked for Homes
    • 21% Area Information
    • 5% Real Estate Company
    • 3% Real Estate Agent
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    • 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”)
    www.TheAgentTrainer.com
    • 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?
    www.TheAgentTrainer.com
  • Oh, how I love myself! www.TheAgentTrainer.com
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    • 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
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    • My Strengths Skills and Experiences
    • Benefits to Buyers/Sellers
    • Method of Communicating
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    • Who is the your specific audience?
    • What image do you want to project?
    • What Does your Brand say?
    • Are you accomplishing your goal?
    www.TheAgentTrainer.com
    • 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)
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    • 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
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    • 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”
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    • 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.
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    • Printed Newsletter
    • Personalized License Plates
    • Business Cards
    • Presentation Books
      • Printed Books
      • PowerPoint
      • CD’s
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  • www.TheAgentTrainer.com What does the potential Buyer see? What does the Buyer need to see?
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    • 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.
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    • 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
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    • 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
    www.TheAgentTrainer.com
    • 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
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    • 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
    www.TheAgentTrainer.com
  • 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
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  • Cool Idea! – Camcorder Escort www.TheAgentTrainer.com
    • Market Information
    • Limited Personal Information
    • No Degrading Comments
    • Avoid Extended Menus
    • Emotional Triggers
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    • 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
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  • Photos – what not to do! Using Bad Photos as a Marketing Tool? www.TheAgentTrainer.com
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    • 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.
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    • 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
    Page 22 www.TheAgentTrainer.com
    • 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.*
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    • Return on Investment
      • Long Term vs. Short Term
      • Market Specific Conditions
      • Maximizing Return
        • Competition
        • Free Exposure
        • Cooperative Marketing
      • Media Identification Systems
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    • 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
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    • 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
    www.TheAgentTrainer.com
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