Marketing Essentials & How to Create a Marketing Plan

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Not doing so well in today's market? Don't blame it on the market! Reflect on what you've done... or moreso, what you haven't done. Take a look at my guide to the marketing essentials - give to you at 3 levels: basic, intermediate, and advanced and also learn how to develop your own marketing plan with my simple 5 step procedure!

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  • Only reason I did not put Craigslist down as free is because it can be fairly time consuming and because depending on what kind of ad you are attempting to place, a medium level of skill may be required.
  • Only reason I did not put Craigslist down as free is because it can be fairly time consuming and because depending on what kind of ad you are attempting to place, a medium level of skill may be required.
  • Marketing Essentials & How to Create a Marketing Plan

    1. 1. By Stormy Salvemini
    2. 2. MARKETING ESSENTIALS  FREE Marketing Resources  Cheap Marketing Must-Haves  Creative Marketing Ideas
    3. 3. FREE Marketing Resources Take advantage of what you already have!The Basics: Anyone can do them. They take amatter of seconds! Email signature Atlantic Realty Client Review Cards Floor call list Client referral requests
    4. 4. FREE Marketing ResourcesThe Intermediates: Invest a little time. Getresults! Prospect expired listings Create and maintain an active LinkedIn account Create and maintain an active Facebook account Business and/or Personal
    5. 5. FREE Marketing ResourcesAdvanced: Develop some skill. Stay on top!Advertise on Craigslist Post listings in Real Estate section or display flyers in the Services section. Advertise open house events.Create and Manage a DatabaseRun Email Campaigns Monthly newsletters, holiday cards, recipes, home ideas, etc.
    6. 6. Cheap Marketing Must-Haves Purchase customized pens, notepads, and other merchandise Brand yourself. Make it your goal for each client to use your pen and other pieces of your marketing merchandise. Greeting cards to past clients Holiday, birthday, home anniversary, seasonal, mother’s/father’s day, etc. Just Sold & Just Listed Flyers Keep those nosey neighbors happy and help aid someone in their decision to sell/buy.
    7. 7. Cheap Marketing Must-HavesHost Open Houses Stop by my office for flyers and lead generating forms. Advertise your open house to maximize your vistors. Attend Networking Events Trade business cards. Stay in close contact with people in other service related industries.
    8. 8. Creative Marketing Ideas Don’t forget what Scott taught us!Congratulations Balloons to Home Buyers  Sent to the workplace  Balloon enclosed in a box  Attracts the attention of work colleagues  With plenty of business cards for the “target rich” environment Average cost: $20/client
    9. 9. Creative Marketing IdeasHost a Housewarming Party for a Client  Bring lots of gift cards  Meet their family and friends  Make yourself unique and memorable  Bring decorations or arrange games like at a baby- shower (come to me for ideas) Average cost: $20 to $50/client
    10. 10. Creative Marketing Ideas“Leave” Your Branded Pens at Places of Business  Leave your pens at the drive through bank teller for others  Leave your pens for servers to use at restaurants  Helps brand yourself  Increases the average view per pen Average cost: $2-3/visit
    11. 11. Creative Marketing Ideas Give the Family Movers a Break! Find out when your newly closed escrow will be moving Stop in with pizzas and and sodas/6 pack Help move a few boxes Meet the family and friends Hand out business cards!Average cost: $20-30/stop inNo time to stop in and visit? Have the pizza delivered (if you order thepizza in person have the delivery person tape a few of your cards to thebox)
    12. 12. Creative Marketing Ideas Organize a Community Garage Sale Have a seller or buyer in your FARM area? Arrange a community garage sale! Meet the neighbors Stay during the sale Help them advertise Hand out business cards to potential clients!Average cost: $20-$30/stop in
    13. 13. Creative Marketing Ideas Gift Bags to Prospective Clients Hand out customized gift bags at tabling events Include magnets, candy, real estate resources, community information, buying tips Take time to talk to each prospect as they browse through their gift bagAverage cost: $5-$15/gift bag
    14. 14. Creative Marketing Ideas Walk Your Farm Area in the Rain Hand out a “Nosey Neighbor” Report Information of recent sales, active listings, information about yourself and the company, school information, recipes, etc. People are more likely to let you in if it is rainy Take the time to compliment their home Take a loan officer with you!Average cost: $2/door
    15. 15. Not Doing So Well? Ask yourself why! Reflect on what you’ve done.What marketing and networking tasks have you completed in the past 3 months?
    16. 16. HOW TO CREATE A MARKETING PLANWhat Marketing RequiresMarketing Plan: SectionsMarketing Plan CreationCreating Checklist and Maintaining a Schedule
    17. 17. Plan and Organize Marketing requires…ConsistencyAttitiudePersistence
    18. 18. How to Create a Marketing PlanThere are 4 Sections to a Marketing Plan 1. Mission & Goals 2. SWOT Analysis 3. Marketing Strategy 4. Budget 5. Evaluation and Control
    19. 19. Mission & GoalsWhat is your objective?List 3 primary goals. • Example 1: Get more listings • Example 2: Increase social media presence • Example 3: Get more referalls from past clients and business partners
    20. 20. SWOT Analysis Strengths WeaknessesOpportunities Threats
    21. 21. SWOT Analysis Strengths – characteristics that give you an advantage over othersWhat are my strengths?• Example 1: Large Sphere of Influence• Example 2: Strong eductional background• Example 3: Bi-Lingual• Example 4: Great conversationalist
    22. 22. SWOT Analysis Weaknesses– characteristics that give you a disadvantage relative to othersWhat are my weaknesses?• Example 1: Less than 1 year in the business• Example 2: Minimal computer skills• Example 3: Currently working another job• Example 4: Another family member already works in the business
    23. 23. SWOT AnalysisOpportunities– elements that you can exploit to your advantageWhat are my opportunities?• Example 1: Home financing rates are still at an extreme low• Example 2: Mortgage Debt Forgiveness Act extended
    24. 24. SWOT Analysis Threats – elements in the environment that could cause trouble for your businessWhat are my threats?• Example 1: Lack of economic growth – job loss, market issues, etc.• Example 2: In California, 1 real estate license for every 33 homes
    25. 25. Marketing Strategy What do I need to do to reach my goals?Goal Ex1: Get more listings• Prospect expired listings• Send out Just Listed and Just Sold flyers in neighborhoods• Join a new network or community organization to exand reachGoal Ex2: Increase social media presence• Start Facebook page and begin advertising• Start Linked In Page and create professional image• Run a Facebook campaign to followersGoal Ex3: Get more referalls from past clients and business partners• Increase my customer experience... Stop by during their move• Offer a referral bonus to past clients• Send a congrats card and balloon to customers at the close of a transaction
    26. 26. Marketing Strategy How to I utilize my strengths and downplay my weaknesses?Strength Ex1: Large Sphere of Influence• Get in contact with groups from my sphere of influence• Market to my sphere of influenceStrength Ex2: Strong eductional background• Attend more seminars from LAR• Read more industry newsStrength Ex3: Bi-Lingual• Create bi-lingual flyers• Attend cultual eventsStrength Ex4: Great conversationalist• Make more friends in public and get them talking about real estate
    27. 27. Marketing Strategy How to I utilize my strengths and downplay my weaknesses?Strength Ex1: Large Sphere of Influence• Get in contact with groups from my sphere of influence• Market to my sphere of influenceStrength Ex2: Strong eductional background• Attend more seminars from LAR• Read more industry newsStrength Ex3: Bi-Lingual• Create bi-lingual flyers• Attend cultual eventsStrength Ex4: Great conversationalist• Make more friends in public and get them talking about real estate
    28. 28. Marketing Strategy How to I utilize my strengths and downplay my weaknesses?Weakness Ex1: Less than 1 year in the business• Meet with the sales manager• Attend more courses and LAR classes• Ask others about their experienceWeakness Ex2: Minimal computer skills• Go to the marketing department for assistance• Take a computer class• Attend more LAR seminarsWeakness Ex3: Currently working another job• Advertise yourself at work to colleagues and friendsWeakness Ex4: Another family member already works in the business• Get together with that family member and ask questions about their success and failures• Co brand yourself with that family member
    29. 29. Marketing Strategy How to I sieze my opportunities and eleminate my threats?Opportunity Ex1: Home financing rates are still at anextreme low• Stress the importance of cheap financing• Meet with a loan officer to compare savings at different ratesOppportunity Ex2: Mortgage Debt Forgiveness Actextended• Market to potential short sale clients• Attend Short Sale classes to gain expertise
    30. 30. Marketing Strategy How to I sieze my opportunities and eleminate my threats?Threat Ex1: Lack of economic growth – job loss, marketissues, etc.• Stay up to date with economic news• Share information that proves otherwiseThreat Ex2: In California, 1 real estate license for every33 homes• Make yourself special… give customers a reason to choose you• Improve your customer experience
    31. 31. Budget What is my current budget? What should my budget be at?Is my budget reasonable and sustainable?
    32. 32. Evaluation and ControlSet a schedule to re-evaluate your current marketing plan Set a goal and a time frame with each marketing campaign intitated Create checklists and stay on track!
    33. 33. Thank You!Schedule an appointment with me!

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