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Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
Matthew Rathbun Real Estate Marketing Basics
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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    • 1. 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
    • 2. Marketing is a Conversation www.TheAgentTrainer.com
    • 3. What is your Marketing Saying? Marketing is you talking with other people about your Product or Service www.TheAgentTrainer.com
    • 4. www.TheAgentTrainer.com
    • 5. www.TheAgentTrainer.com
    • 6.
    • 7. www.TheAgentTrainer.com
    • 8. <ul><li>93% looked for Homes </li></ul><ul><li>21% Area Information </li></ul><ul><li>5% Real Estate Company </li></ul><ul><li>3% Real Estate Agent </li></ul>www.TheAgentTrainer.com
    • 9. www.TheAgentTrainer.com
    • 10. www.TheAgentTrainer.com
    • 11. www.TheAgentTrainer.com
    • 12. <ul><li>Business Expense: Those Expenses incurred as a “cost of Doing business.” </li></ul><ul><li>Promotional Expense: Income producing expenses incurred in an attempt to generate leads and attract business. </li></ul>Page 1 www.TheAgentTrainer.com
    • 13. <ul><li>1. Regular and Consistent Contact </li></ul><ul><li>2. Consistent Format </li></ul><ul><li>3. Periodic Personal Contact </li></ul><ul><li>4. Follow-up and Ask for referrals </li></ul><ul><li>5. Generate Clients from Listings </li></ul><ul><ul><li>(not “Use your sellers”) </li></ul></ul>www.TheAgentTrainer.com
    • 14. <ul><li>Open House </li></ul><ul><li>Door Knocking </li></ul><ul><li>Telemarketing (Cold Calls) </li></ul><ul><li>Client Parties </li></ul><ul><li>Networking events </li></ul><ul><li>Social Functions </li></ul><ul><li>Community Events </li></ul><ul><li>Seminars </li></ul><ul><li>Booths at events </li></ul><ul><li>Teaching and Speaking opportunities </li></ul><ul><li>Any more? </li></ul>www.TheAgentTrainer.com
    • 15. Oh, how I love myself! www.TheAgentTrainer.com
    • 16. www.TheAgentTrainer.com
    • 17. Page 10 www.TheAgentTrainer.com
    • 18. <ul><li>Define Social Media and “Web 2.0” </li></ul><ul><li>Define VREB’s Authority in Technology Usage </li></ul><ul><li>Explore NAR Code of Ethics Role </li></ul><ul><li>Discuss Risk Management and Policy Considerations for Brokerages </li></ul><ul><li>Question and Answers </li></ul>www.TheAgentTrainer.com
    • 19. <ul><li>My Strengths Skills and Experiences </li></ul><ul><li>Benefits to Buyers/Sellers </li></ul><ul><li>Method of Communicating </li></ul>www.TheAgentTrainer.com
    • 20. <ul><li>Who is the your specific audience? </li></ul><ul><li>What image do you want to project? </li></ul><ul><li>What Does your Brand say? </li></ul><ul><li>Are you accomplishing your goal? </li></ul>www.TheAgentTrainer.com
    • 21. <ul><li>What is a Niche Market </li></ul><ul><ul><li>Specific Group versus General Public* </li></ul></ul><ul><li>Advantages </li></ul><ul><ul><li>Easier to make personal contact </li></ul></ul><ul><ul><li>Database management </li></ul></ul><ul><ul><li>Focus on marketing dollar </li></ul></ul><ul><li>Disadvantages </li></ul><ul><ul><li>Smaller pool of prospects </li></ul></ul><ul><ul><li>May alienate some consumers (luxury homes) </li></ul></ul>www.TheAgentTrainer.com
    • 22. <ul><li>What do I know about my niche? </li></ul><ul><li>What do we have in common? </li></ul><ul><li>Am I comfortable with them? </li></ul><ul><li>Where can I find them </li></ul><ul><li>How do I reach them? </li></ul><ul><li>What do they need? </li></ul><ul><li>How can I help them, where other’s can’t? </li></ul><ul><li>If I select a niche can I change it?* </li></ul><ul><li>Choosing a niche is not like choosing a geographic farm </li></ul>Page 14 www.TheAgentTrainer.com
    • 23. www.TheAgentTrainer.com
    • 24. www.TheAgentTrainer.com
    • 25. <ul><li>Promotional Pieces to Fit Niche </li></ul><ul><li>Passive versus Active Marketing </li></ul><ul><li>Traditional Marketing Systems </li></ul><ul><ul><li>Mailings </li></ul></ul><ul><ul><ul><li>Postcards equal 300% more readership </li></ul></ul></ul><ul><ul><ul><li>1 each month for 3 months and then every quarter </li></ul></ul></ul><ul><ul><ul><li>Promote internet marketing on all mailings </li></ul></ul></ul><ul><ul><li>Personal Brochures </li></ul></ul><ul><ul><ul><li>Focus on the READER </li></ul></ul></ul><ul><ul><ul><li>It’s not about you </li></ul></ul></ul><ul><ul><ul><li>Lots of white space </li></ul></ul></ul><ul><ul><ul><li>Photos? </li></ul></ul></ul><ul><li>Public Classes / Presentations can reinforce you as an “expert” </li></ul>www.TheAgentTrainer.com
    • 26. www.TheAgentTrainer.com
    • 27. <ul><li>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. </li></ul>www.TheAgentTrainer.com
    • 28. www.TheAgentTrainer.com
    • 29. <ul><li>Printed Newsletter </li></ul><ul><li>Personalized License Plates </li></ul><ul><li>Business Cards </li></ul><ul><li>Presentation Books </li></ul><ul><ul><li>Printed Books </li></ul></ul><ul><ul><li>PowerPoint </li></ul></ul><ul><ul><li>CD’s </li></ul></ul>www.TheAgentTrainer.com
    • 30. www.TheAgentTrainer.com
    • 31. www.TheAgentTrainer.com
    • 32. www.TheAgentTrainer.com
    • 33. www.TheAgentTrainer.com
    • 34. www.TheAgentTrainer.com
    • 35. www.TheAgentTrainer.com
    • 36. www.TheAgentTrainer.com
    • 37. www.TheAgentTrainer.com
    • 38. www.TheAgentTrainer.com
    • 39. www.TheAgentTrainer.com
    • 40. www.TheAgentTrainer.com
    • 41. www.TheAgentTrainer.com
    • 42. www.TheAgentTrainer.com What does the potential Buyer see? What does the Buyer need to see?
    • 43. www.TheAgentTrainer.com
    • 44. www.TheAgentTrainer.com
    • 45. www.TheAgentTrainer.com
    • 46. www.TheAgentTrainer.com
    • 47. <ul><li>45% of Leads will turn into a sale for someone </li></ul><ul><li>Only 10% will become a sale in 90 Days </li></ul><ul><li>22-25% will convert to a sale in 180 days </li></ul><ul><li>The average on-line buyer needs to be incubated for six months to a year. </li></ul><ul><li>The older the Lead the less competition. </li></ul>www.TheAgentTrainer.com
    • 48. <ul><li>What you need vs. What you want </li></ul><ul><li>Cost Plan / Budget </li></ul><ul><li>Consumer Reports </li></ul><ul><li>On-Line Community Support </li></ul><ul><li>Professional Assistance </li></ul><ul><li>What is Valuable vs. Convenient </li></ul><ul><li>Professional Opinion vs. Frustrated Users </li></ul>www.TheAgentTrainer.com
    • 49. ______________________ _____ www.TheAgentTrainer.com
    • 50. <ul><li>It’s a tool to provide better service </li></ul><ul><li>It’s a Lead Generator </li></ul><ul><li>Advertisement Necessity </li></ul><ul><li>We only use 10% of our available software on our PCs </li></ul>www.TheAgentTrainer.com
    • 51. <ul><li>Don’t assume they prefer e-mail </li></ul><ul><li>Get a face to face meeting as soon as possible </li></ul><ul><li>Meet with Client when getting Documents Signed </li></ul><ul><li>Remember technology is a tool and not a replacement for YOU! </li></ul><ul><li>Be Patient </li></ul><ul><li>Use the PHONE </li></ul>www.TheAgentTrainer.com
    • 52. <ul><li>NAR Statistics (2006) On-Line Consumers </li></ul><ul><ul><li>38% are between 25-34 years of age </li></ul></ul><ul><ul><li>67% are Married </li></ul></ul><ul><ul><li>17% are Single Females </li></ul></ul><ul><ul><li>8% are Single Males </li></ul></ul><ul><ul><li>Median income is $70,700 per year </li></ul></ul>www.TheAgentTrainer.com
    • 53. What are they looking for? <ul><li>93% looked for Homes </li></ul><ul><li>21% Area Information </li></ul><ul><li>5% Real Estate Company </li></ul><ul><li>3% Real Estate Agent </li></ul>Webpages should be your electronic brochures and relocation packet* Webpages should not contain a log of movement…* www.TheAgentTrainer.com
    • 54. www.TheAgentTrainer.com
    • 55. www.TheAgentTrainer.com
    • 56. www.TheAgentTrainer.com
    • 57. www.TheAgentTrainer.com
    • 58. Cool Idea! – Camcorder Escort www.TheAgentTrainer.com
    • 59. <ul><li>Market Information </li></ul><ul><li>Limited Personal Information </li></ul><ul><li>No Degrading Comments </li></ul><ul><li>Avoid Extended Menus </li></ul><ul><li>Emotional Triggers </li></ul>www.TheAgentTrainer.com
    • 60. www.TheAgentTrainer.com
    • 61. <ul><li>Use easy to read fonts – like Ariel </li></ul><ul><li>Check for Spelling Errors </li></ul><ul><li>What are they looking for: </li></ul><ul><ul><li>What do you have to offer? </li></ul></ul><ul><ul><li>When is it available? </li></ul></ul><ul><ul><li>What are the terms? </li></ul></ul>NO CLIPART! www.TheAgentTrainer.com
    • 62. www.TheAgentTrainer.com
    • 63. Photos – what not to do! Using Bad Photos as a Marketing Tool? www.TheAgentTrainer.com
    • 64. www.TheAgentTrainer.com
    • 65. www.TheAgentTrainer.com <ul><li>Brand new look...Same great information </li></ul><ul><li>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: </li></ul><ul><li>www.BrookeMillerHomes.com . </li></ul><ul><li>It has a great new look but it is still filled with the information you need. </li></ul><ul><li>Visit the “Communities” tab for her latest Neighborhood Market Reports. </li></ul><ul><li>Visit the “Properties” tab for recently listed and recently sold properties in your neighborhood. </li></ul><ul><li>Quickly and easily order one of Brooke’s Special Reports. </li></ul><ul><li>Easily contact Brooke via e-mail. </li></ul><ul><li>And so much more. </li></ul>
    • 66. www.TheAgentTrainer.com
    • 67. www.TheAgentTrainer.com
    • 68. www.TheAgentTrainer.com
    • 69. <ul><li>Calendars </li></ul><ul><li>Magnets </li></ul><ul><ul><li>Sport Events </li></ul></ul><ul><ul><li>Calendars </li></ul></ul><ul><ul><li>Emergency Numbers </li></ul></ul><ul><li>Pocket Calendars </li></ul><ul><li>Canvas Tote Bags </li></ul><ul><li>Coffee Cups </li></ul><ul><li>Pens and Pencils </li></ul><ul><li>Note Pads </li></ul><ul><li>Frisbees </li></ul><ul><li>Bottle Openers </li></ul><ul><li>USB Thumb Drives </li></ul><ul><li>Coloring Books </li></ul><ul><li>Key Chains </li></ul><ul><li>Rules </li></ul><ul><li>Mouse Pads </li></ul><ul><li>Candy Jars </li></ul><ul><li>Flower Pots </li></ul><ul><li>Letter Openers </li></ul><ul><li>Jar Openers </li></ul><ul><li>Coolies for Drinks </li></ul><ul><li>Baseball Caps </li></ul><ul><li>T-Shirts </li></ul><ul><li>Day Timers </li></ul>Page 22 www.TheAgentTrainer.com
    • 70. <ul><li>Lead Tracking </li></ul><ul><ul><li>Ask Clients “How did you find me?” </li></ul></ul><ul><li>Computer Software </li></ul><ul><ul><li>Outlook </li></ul></ul><ul><ul><li>Top Producer </li></ul></ul><ul><ul><li>ACT </li></ul></ul><ul><ul><li>Respond </li></ul></ul><ul><ul><li>More, more, more </li></ul></ul><ul><li>Consumers will complete an online response survey, if they trust the source.* </li></ul>www.TheAgentTrainer.com
    • 71. <ul><li>Return on Investment </li></ul><ul><ul><li>Long Term vs. Short Term </li></ul></ul><ul><ul><li>Market Specific Conditions </li></ul></ul><ul><ul><li>Maximizing Return </li></ul></ul><ul><ul><ul><li>Competition </li></ul></ul></ul><ul><ul><ul><li>Free Exposure </li></ul></ul></ul><ul><ul><ul><li>Cooperative Marketing </li></ul></ul></ul><ul><ul><li>Media Identification Systems </li></ul></ul>www.TheAgentTrainer.com
    • 72. <ul><li>Follow up on EVERY lead </li></ul><ul><ul><li>Establish a system to evaluate urgency </li></ul></ul><ul><ul><li>Constantly monitor each lead you generate </li></ul></ul><ul><ul><li>Re-evaluate on a regular basis </li></ul></ul><ul><ul><li>Concentrate on “A” Clients </li></ul></ul>www.TheAgentTrainer.com
    • 73. <ul><li>Refer to budget and make adjustments </li></ul><ul><li>Don’t be a “lone ranger” </li></ul><ul><li>Get help, as needed: </li></ul><ul><ul><li>Other agents in your office </li></ul></ul><ul><ul><li>Virtual Assistants </li></ul></ul><ul><ul><li>Industry Blogs </li></ul></ul><ul><ul><li>Past Clients </li></ul></ul><ul><ul><li>Others? </li></ul></ul><ul><li>Make sure you have current and accurate information and data </li></ul>www.TheAgentTrainer.com
    • 74. www.TheAgentTrainer.com

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