Modified ABR Marketing Segment

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Modified ABR Marketing Segment

  1. 1. In this chapter  Developing a personal marketing plan  Finding qualified buyers  Reaching out to potential buyers  Using your ABR as a market edge •7- 1 149
  2. 2. 1. Define your objectives and goals 2. Target a specific audience 3. Differentiation 4. Refine your message 5. Determine the best media 6. Create your action plan and a schedule 7. Prepare a detailed budget 8. Measure your results •7- 2 149
  3. 3. •www.TheAgentTrainer.com
  4. 4. •7- 5
  5. 5. Designation Firm 1% Caring / Good 4% Listener Other 10% 5% Honesty 29% Knowledge of Area 12% Agent is Friend / Reputation Family 22% 17% •You should know the client / customer’s expectations as well as their needs*
  6. 6.  People you know  People you don’t know  Referrals  Events  Marketing media  Interviews  Other opportunities •7- 8 152
  7. 7. All buyers First-time Repeat buyers buyers Real Estate Agent 85 % 84 % 85 % Internet 80 % 83 % 78 % Yard Sign 63 % 63 % 62 % •7- 9 155
  8. 8.  Develop a presentation package  Write newspaper and magazine articles  Create a newsletter – snail mail or electronic  Consult with a publicist  Telemarketing  Market to companies relocating to your area  Develop contacts with property management firms  Present home buying seminars •7- 10 156
  9. 9.  1. Logo Design ◦ www.eLance.com ◦ www.HobbsHerder.com ◦ www.gimp.org ◦ www.Picnik.com  2. Slogan  3. Your Real Estate Image  4. Color and Style  5. Personal Appearance  6. Stay Consistent Branding presents consumers with a consistent vision or image*
  10. 10.  93% of homebuyers used the Internet as an information source  87% of buyers search the Internet to find property information, 3% to find a real estate agent •7- 12 158
  11. 11. •7- 13
  12. 12. •7- 14
  13. 13.  170% Growth in 35-45 year olds in past year  Average age of a user is 32  Majority are College Graduates  Largest increase of users are those over 55 in the past year  175 million active users  Average users have 120 friends  18 million update daily  Over 3 Billion minutes spent on Facebook daily ◦ Source: http://www.facebook.com/press/info.php?statistics •www.TheAgentTrainer.com
  14. 14.  Most Useful Information ◦ 84% Photos (At least 6) ◦ 82% Detailed Listing Information ◦ 60% Virtual Tours / Real Estate Shows ◦ 39% Maps ◦ 37% Neighborhood Information ◦ 26% Agent Information  Average time for REALTOR to respond to consumer inquiry = 52 Hours  Average number of pictures per listing = 2 •www.TheAgentTrainer.com
  15. 15.  Benchmark of excellence in buyer representation  Emphasize your education focused on representing buyers and demonstrated experience •7- 17 159
  16. 16. REBAC’s Consumer Focus  National advertising campaign promoting ABR® and ABRMSM  National press coverage  Wall Street Journal, USA Today - 1,500 daily newspapers - 8,500 suburban weeklies  Nearly 350 nationally broadcast commercials on the radio •7- 18 159
  17. 17.  Swanepoel: “87% of Brokers feel that servicing smarter and more informed consumers as their largest concern”  Marc Davidson, 1000 Watt Consulting: “How long can a trillion dollar industry sustain disregard for the iPOD, MySpace, Facebook, YouTube, Starbuck s, text messaging and brand conscious consumers?” •www.TheAgentTrainer.com
  18. 18.  Postcards  Ad slicks  Press releases  Logos and stickers  Your own home page with your own URL – www.rebac.netYour name  Homebuyer’s Toolkit •7- 20 159
  19. 19. •7- 21 161
  20. 20. •www.TheAgentTrainer.com
  21. 21.  You’ve completing the first step to achieve the Accredited Buyer’s Representative designation! Next  Complete one elective course  Document five completed transactions  Maintain REBAC membership •7- 24 163

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