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Agent training unique style 1_2010


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Agent training unique style 1_2010

  1. 1. Developing Your Unique Marketing Style Cathy Harrington, Director of Marketing
  2. 2. Agenda <ul><li>Prospecting, Prospecting! </li></ul><ul><li>Focus on the Consumer </li></ul><ul><li>Marketing on the Internet </li></ul><ul><li>Prudential Marketing Tools </li></ul>
  3. 3. Prospecting
  4. 4. Get your pipeline flowing <ul><li>To secure new and repeat business and referrals, create an action plan to make monthly contact with: </li></ul><ul><li>New leads </li></ul><ul><li>Sphere of influence </li></ul><ul><li>Residents in farm area </li></ul><ul><li>Local business owners </li></ul><ul><li>Past clients </li></ul>
  5. 5. New leads: be patient and consistent <ul><li>They may not buy within the next 90 days – take a long term approach </li></ul><ul><li>Learn to communicate the strengths that you bring to the table </li></ul><ul><li>Email: Sign them up for Property Alerts, send eNewsletter, info relating to their personal interests, i.e. gardening, travel </li></ul><ul><li>Mail: Send personal notes, market report, monthly newsletter, Yahoo! flyer, neighborhood specialist card </li></ul>
  6. 6. Sphere of influence: stay top of mind <ul><li>44% of buyers and 43% of sellers say they were referred to their agent by a friend, neighbor or relative. </li></ul><ul><li>Database of 100-300 people who know you. </li></ul><ul><li>Find reasons to contact them consistently. </li></ul><ul><li>Send info re real estate market, refinance tips, info on how to build equity, newsletter </li></ul><ul><li>Friend-request them on Facebook </li></ul>
  7. 7. Your farming area: become the familiar name <ul><li>Every 30 days, send out a mailer to your farm: </li></ul><ul><ul><li>News on local community events </li></ul></ul><ul><ul><li>Tips on selling or remodeling a home </li></ul></ul><ul><ul><li>Updates about what properties are selling for in your particular area </li></ul></ul><ul><li>Prepare end-of-the-year report on average days on market, average sales price and list to sales price ratio. </li></ul><ul><li>Put a face to your name. </li></ul>
  8. 8. Local business owners <ul><li>A great source of referrals! </li></ul><ul><li>Be the market expert </li></ul><ul><li>Keep them informed about local real estate conditions </li></ul><ul><li>Many are first point of contact for families moving into the area </li></ul><ul><li>Produce high quality materials </li></ul><ul><li>Visit in person and ask for referrals </li></ul>
  9. 9. Opportunity: Past Clients <ul><li>70% of buyers and 63% of sellers say they would definitely use their agent again or recommend them. </li></ul><ul><li>Yet only 11% of buyers and 28% of sellers use the same agent. </li></ul><ul><li>Huge disconnect! </li></ul><ul><li>Source: NAR </li></ul>
  10. 10. Past Clients: They know you <ul><li>Don’t let your hard work go to waste </li></ul><ul><li>Develop an action plan to remain in consistent contact </li></ul><ul><li>Let them know you’d appreciate their referrals! </li></ul><ul><li>It’s never too late </li></ul>
  11. 11. Stay in Touch <ul><li>Mix “touchie feelies” like birthday cards, holiday cards with “timely and relevant” content on the industry, a client’s neighborhood, etc. </li></ul><ul><li>Reach your clients on a variety of media, i.e.: postal mail, email, social networking, phone calls, etc. Vary your approach to achieve high frequency without “fatiguing” your database. </li></ul><ul><li>The quality of your materials should be in line with what you want your image to be - thus, I advise against cheap postcards and chachkies. </li></ul>
  12. 12. Stratify your messages <ul><li>Create a unique message for each of your audience segments </li></ul><ul><li>Targeted messaging boosts response and customer loyalty. </li></ul>
  13. 13. Include a Call to Action: what do you want them to do? <ul><li>Sign up to get my Quarterly Market Report </li></ul><ul><li>Learn how you can buy your next home for less than the cost of paying rent </li></ul><ul><li>Subscribe now for free tips on foreclosures and short sales </li></ul><ul><li>Get a Home Evaluation </li></ul><ul><li>Learn about pricing trends </li></ul><ul><li>Get Advice from a Real Estate Professional </li></ul>
  14. 14. Job #1 <ul><li>Build your Sphere and Farm contact database – be sure to gather emails! </li></ul>
  15. 15. Become Consumer Centric
  16. 16. Consumers: How have they changed? <ul><li>Challenging to reach and build relationships due to technology </li></ul><ul><li>Want instant gratification </li></ul><ul><li>Rapidly evolving </li></ul><ul><li>They are leading us to the web </li></ul>
  17. 17. Can the &quot;me, me, me&quot; show <ul><li>Today's homebuyer doesn't care about you </li></ul><ul><li>They care about is WIIFM -- What's In It For Me? </li></ul><ul><li>Prove your value to build trust </li></ul><ul><li>Your web site: Keep your pedigree and industry designations, awards on your “About Me” page, not on your front page. </li></ul>
  18. 18. Choose your niche and OWN it <ul><li>People want products and services that are specifically tailored to them </li></ul><ul><li>Don’t try to be the one stop shop for everything. </li></ul><ul><li>Make prospects believe that you are THE specialist in one thing and they will come back to you every time. </li></ul>
  19. 19. Does your professional niche brand you as a real estate expert, or someone who sells real estate? <ul><li>Study customers, learn everything you can about them, how do you reach them? </li></ul><ul><li>Communicate to them in a way they want: blogging, email, phone, etc. </li></ul><ul><li>What do you know best: First time buyers? Women? Short sales? Trustee sales? Move-up buyers? Fine Homes? </li></ul>
  20. 20. Marketing best practices <ul><li>Consistency </li></ul><ul><li>Protect your image </li></ul><ul><li>If it looks like you printed it on your home computer, don’t send it </li></ul><ul><li>Must be professional, and make you stand out </li></ul><ul><li>Use great photography </li></ul><ul><li>Include all your contact info + photo </li></ul><ul><li>Include a great headline </li></ul><ul><li>Proofread! Typos are credibility-killers </li></ul><ul><li>Use a call to action </li></ul>
  21. 21. Marketing Your Listings on the Internet
  22. 22. What Do Buyers Want Most When Searching Online for Homes?
  23. 23. How Buyers Found their Home: 2009 NAR: 2009 Survey of Homebuyers and Sellers
  24. 24. How Buyer Found Agent
  25. 25. Educate sellers about the Internet vs. newspapers <ul><li>Educate consumers (especially our sellers) on where buyers are finding the homes they buy. </li></ul><ul><li>Update our Listing Presentations to include this information and modify expectations. </li></ul>
  26. 26. leads in page views among online real estate consumers.
  27. 27. Your listings on <ul><li>Company sponsored </li></ul><ul><li>You get the leads with one hour response time required </li></ul><ul><li>We enhance listing for you with MLS comments, additional photos </li></ul><ul><li>Add VT at no cost </li></ul><ul><li>Talk to your office administrator to get started </li></ul>
  28. 30. Advertise Your Open Homes Online <ul><li>Enter your Open Homes to WebTop, and they appear on: </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Trulia </li></ul><ul><li>Frontdoor/HGTV </li></ul><ul><li>You should add your Open Home to: </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  29. 31. Your Prudential Marketing Resources
  30. 32. PrintShop on WebTop <ul><li>Available Products include: </li></ul><ul><li>Just Listed & Just Sold Postcards </li></ul><ul><li>Business Cards </li></ul><ul><li>Welcome Postcards </li></ul><ul><li>Property Flyers </li></ul><ul><li>Fine Homes Flyers & Postcards </li></ul><ul><li>“ Card of the month” </li></ul><ul><li>Monthly eNewsletter </li></ul><ul><li>Consumer flyers </li></ul><ul><li>Hispanic materials </li></ul><ul><li>CMA cards </li></ul>
  31. 33. PrintShop <ul><li>Overnight delivery on orders placed by 2 pm PST </li></ul><ul><li>Professional designs unique to PCR </li></ul><ul><li>Ship to you or to your mailing list </li></ul><ul><li>Access on your desktop – </li></ul><ul><li>Over 300 designs to choose from </li></ul>
  32. 34. Brand yourself as the Neighborhood Specialist <ul><li>Neighborhood specialist card – 3 designs </li></ul><ul><li>Send quarterly </li></ul><ul><li>You list recent sales in your farm </li></ul><ul><li>Overnight delivery if ordered by 2 pm PST </li></ul><ul><li>$ .39 (B & W back) or $.49 (color back) </li></ul><ul><li>WebTop>Marketing> </li></ul><ul><li>PrintShop </li></ul>
  33. 35. Just listed/Just sold postcards
  34. 37. WebTop < Marketing < PrintShop
  35. 38. Short sale brochures
  36. 39. Useful Documents: Your personal market center <ul><li>Sellers Presentations </li></ul><ul><li>Buyers Presentations </li></ul><ul><li>Quarterly Market Reports </li></ul><ul><li>Farming and Target Marketing </li></ul><ul><li>Buyer and Seller Farming Flyers </li></ul><ul><li>ABA Disclosures </li></ul><ul><li>Fine Homes Marketing </li></ul><ul><li>Free professionally designed property flyers </li></ul><ul><li>Logos and Artwork </li></ul><ul><li>Newsletters </li></ul><ul><li>Property Marketing Tools </li></ul><ul><li>Transaction Letters and Communication </li></ul><ul><li> < Marketing < Useful Documents </li></ul>
  37. 40. Prospecting flyers <ul><li>FREE! Print out on your color printer </li></ul><ul><li>Open Houses </li></ul><ul><li>Walking your farm </li></ul><ul><li>Selling and buying presentations </li></ul><ul><li>Mailers </li></ul><ul><li>Buying, Selling, Financing flyers </li></ul><ul><li>Also available in Spanish </li></ul><ul><li>WebTop >Marketing >Useful Documents> Farming and Target Marketing </li></ul>
  38. 41. Market Reports <ul><li>Buyers and sellers are confused about the market and crave data </li></ul><ul><li>Get comfortable with the data and help them make the best decision. </li></ul><ul><li>One-page presentation-ready piece </li></ul><ul><li>Educates sellers about the new realities of the market </li></ul><ul><li>Add your photo and contact info </li></ul><ul><li>Useful Documents > Quarterly Market Reports </li></ul>
  39. 42. Market Report Emails <ul><li>Send from Client </li></ul><ul><li>Management Center in WebTop </li></ul><ul><li>Automatically goes out each quarter </li></ul><ul><li>Customize with your own message </li></ul><ul><li>Free with WebTop </li></ul><ul><li>Personally branded by you – add your own call to action </li></ul>Webtop drip emails
  40. 43. WebTop Newsletter <ul><li>FREE </li></ul><ul><li>Created by Marketing monthly </li></ul><ul><li>Customize with your name and info </li></ul><ul><li>Great for open houses, mailers, walking your farm </li></ul><ul><li>Self mailer with response </li></ul><ul><li>WebTop>Marketing>Useful Documents>Newsletters </li></ul>
  41. 44. eNewsletter <ul><li>FREE </li></ul><ul><li>“ Ready to go” version can be sent in minutes </li></ul><ul><li>Your website link included </li></ul><ul><li>Customized with your photo and contact info </li></ul><ul><li>Send to contacts in your CMC </li></ul>WebTop>Marketing> eNewsletter
  42. 45. eNewsletter on PREA Center
  43. 46. Property Flyers on WebTop <ul><li>FREE – print on your color printer. </li></ul><ul><li>Publisher templates that you customize </li></ul><ul><li>Takes minutes to create a professional-quality flyer </li></ul><ul><li>WebTop>Marketing> </li></ul><ul><li>Useful Documents> Property Marketing </li></ul>
  44. 47. Sign Prospects up for Drip Email & Property Alerts <ul><li>Personally branded by you </li></ul><ul><li>Free on WebTop </li></ul><ul><li>Property Alerts : recently listed homes </li></ul><ul><li>You schedule </li></ul><ul><li>Drip email has 5 campaigns </li></ul>WebTop>Marketing>Useful Documents>Newsletters
  45. 48. Personal notecards generate referral business <ul><li>Stay in touch regularly with these personal notecards </li></ul><ul><li>Six different types </li></ul><ul><li>$28 per 50 </li></ul><ul><li>Order form on WebTop>Marketing>Farming and Target Marketing </li></ul>
  46. 49. Job #2 <ul><li>Sign all prospects up to receive Drip email or eCards from you on a monthly basis. </li></ul>
  47. 50. Wow Clients with a professional Listing Presentation and CMA. Create it online using WebTop!
  48. 51. Create Dynamic Listing Presentations <ul><li>Create a CMA with full listing presentation, photos and property data using MLS data </li></ul><ul><li>Regular + Fine Homes listing presentations </li></ul><ul><li>You choose which pages to use </li></ul><ul><li>Personalized with your color photo on each page </li></ul><ul><li>Map showing comparable properties </li></ul><ul><li>Print out listing presentation or send as a PDF </li></ul><ul><li>Part of WebTop fee. </li></ul><ul><li>Go to > Marketing > CMA. </li></ul>
  49. 52. <ul><li>Comparable property with map </li></ul><ul><li>Map of multiple comparable properties </li></ul><ul><li>Graphic analysis of recently sold properties. </li></ul><ul><li>Graphic analysis of currently listed properties </li></ul>
  50. 53. Fine Homes Program <ul><ul><ul><li>Fine Homes Certification </li></ul></ul></ul><ul><ul><ul><li>Coordination and support of national advertising programs </li></ul></ul></ul><ul><ul><ul><li>Use of Fine Homes branded marketing materials </li></ul></ul></ul><ul><ul><ul><li>Marketing counseling </li></ul></ul></ul>WebTop>Marketing> Useful Documents > Fine Homes
  51. 54. Fine Homes Branding <ul><li>Just listed postcards </li></ul><ul><li>Just sold postcards </li></ul><ul><li>Flyers </li></ul><ul><li>4-page brochures </li></ul><ul><li>Agent Profile </li></ul><ul><li>Neighborhood </li></ul><ul><li>Specialist card </li></ul>Orders placed by 2 pm PST are shipped overnight
  52. 55. Order 1000 Free Postcards <ul><li>PREA postcards </li></ul><ul><li>Go to </li></ul><ul><li>Call 800.533.3804 to order </li></ul><ul><li>4-up laser postcards on perforated sheets for you to print </li></ul><ul><li>Jumbo postcards </li></ul><ul><li>6 designs </li></ul><ul><li>You only pay for postage </li></ul>
  53. 56. eCards <ul><li>FREE </li></ul><ul><li>Create and send in minutes </li></ul><ul><li>Add your website link </li></ul><ul><li>Instant reporting </li></ul><ul><li>Export your database from ACT, Outlook </li></ul><ul><li>Don’t Spam </li></ul>
  54. 57. <ul><li>Just listed/sold </li></ul><ul><li>Investing women </li></ul><ul><li>Holiday </li></ul><ul><li>1 st time homebuyer </li></ul><ul><li>Just moved </li></ul><ul><li>Empty nesters </li></ul><ul><li>Open House </li></ul>
  55. 58. Prudential eCards features <ul><li>Load database </li></ul><ul><li>Fine Homes, holiday, just listed/just sold, every holiday, Open House </li></ul><ul><li>Manage the system through reporting on email replies or undeliverable messages. </li></ul><ul><li>Save in-progress eCards </li></ul>
  56. 59. Prudential eCards features <ul><li>Include surveys in your eCards. </li></ul><ul><li>Allow recipients to RSVP event and enter guest information. </li></ul><ul><li>Insert images into messages and format your text using bold, colors, fonts, tables, and URL links. </li></ul><ul><li>Send eCards as HTML emails - specify plain text if required. </li></ul>
  57. 60. Job #3 <ul><li>Order your FREE postcards from the PREA Center. Begin sending out monthly postcards to your contact base with a call to action: </li></ul><ul><li>- email me and I will sign you up to receive my free marketing report </li></ul><ul><li>- call me to learn the value of your home </li></ul>
  58. 61. <ul><li>Social Networking </li></ul>
  59. 62. The first time buyer is dominating the market today <ul><li>Agents must adapt to this tech-savvy client </li></ul><ul><li>They text, network online, email and bank on their phones </li></ul><ul><li>These first-time buyers are part of an ‘instant-gratification’ and Internet generation </li></ul><ul><li>They want access, answers, and ongoing communication through text messaging </li></ul><ul><li>They are tech savvy and educated and they don’t want to wait for answers. They are confident and eager to become home owners. </li></ul>
  60. 63. First-time buyers are young, and embrace technology
  61. 64. Social media: Get started <ul><li>Register on Facebook, LinkedIn </li></ul><ul><li>Invite your prospects </li></ul><ul><li>Categorize friends separately from prospects and clients </li></ul><ul><li>Post comments, post articles of interest, talk about the market, but don’t over promote! </li></ul>
  62. 65. Good Facebook Updates
  63. 66. Get started NOW! <ul><li># 1: Build your Sphere and Farm contact database and upload to WebTop (emails too) </li></ul><ul><li># 2: Sign everyone up to receive Drip email from you on a monthly basis. </li></ul><ul><li>#3: Order your FREE postcards from the PREA Center and plan a mailing schedule. </li></ul><ul><li>#4: Customize your WebTop website </li></ul><ul><li>#5: Register on Facebook, invite contacts, post comments </li></ul>
  64. 67. BluePrint – Company News <ul><li>Stay on top of your resources! </li></ul><ul><li>Every other Thursday </li></ul><ul><li>New marketing tools, tips, agent resources, industry news </li></ul>
  65. 68. Your resources <ul><li>Help Desk: 925.924.4700 </li></ul><ul><li>Marketing Department: 925.924.4600 </li></ul><ul><li>PREA: </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>888.999.1120 </li></ul></ul>
  66. 69. Questions?