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Tri-County Real Estate Investors (KWCREI) - Branding and Marketing
- 1. MARKETING FOR REAL ESTATE INVESTORS KWCREI Oct 24, 2018
- 2. Our Time Together • The Big Lie • Rules of Engagement • Tips and Tricks
- 3. The BIG LIE MARKETING ≠ Logo Colors Fonts Business Card Brochure Email Signature Folder Website
- 4. The Path to “Getting What You Want” Who you are What you do How you do it Who you do it for Why you do it Getting your message out there Getting people to care Getting them to work with you
- 5. The 5 “A”s to “Get What You Want” Appreciate Appeal AttractAdvise Acquire
- 6. What is Branding? “Your brand is what people say about you when you aren’t in the room” ~ Ray Gauthier
- 7. The Silver Bullet Be different in a way that provides value to the people you most want to work with.
- 8. Defining Your Ideal Client CONS Challenging Scary Work with Fewer Saying No PROS Relevant Value Communication Work with Fewer Attraction Fun Appreciate
- 9. Defining Your Ideal Client What keeps them up at night? Who do you enjoy working with? Hobbies, Interests, Passions Associations or Advocacy groups How do they like to work? Relationship with money?
- 10. Be your Brand “Canada’s leading authority when it comes to investing in apartment buildings anywhere in Canada.” “An investment in knowledge was going to be the most important investment I could ever make and one that would later be my ticket out of a poverty life. My High Performance products are designed to create those results for others.” Appeal
- 11. Goals D Strategies D Tactics Tactics Strategies Goals $ E # # E # AttractAdvise Acquire
- 12. Networking / Learning Objectives “When a group of individual minds are coordinated and function in harmony, the increased energy created through that alliance becomes available to every individual in the group.” ~ Napoleon Hill
- 13. Nurturing Relationships How does Branding fit into that? How does Marketing fit into that? What does a Sale look like?
- 14. Your Roadmap • What can I do now? • What’s my next step? • Peeling back the onion on a few specifics.
- 15. Where to start • Email • Business name • Business card • Logo • Bio • Social Media • LinkedIn, Facebook, Instagram, Twitter
- 16. Where to start (Resources) • Email • GoDaddy, • Google Apps • Design • Canva • Colours • Palleton • Printing • Vista Print • Outsourcing • Fiverr • Upwork (Elance – oDesk)
- 17. Where to start (Resources) • Free Images • Unsplash.com • Pixabay.com • FreeImages.com • Pexels.com • StockFreeImages.c om • Paid Images • iStock • Web Hosting • Bluehost • Wix.com SquareSpace.co m • Audio (music) • AudioJungle.net • AudioBlocks.com
- 18. Peeling Back the Onion • Website Best Practices • Social Media Culture • To Blog or not to Blog • Podcasting Benefits + tips and tricks • Video Benefits + tips and tricks
- 19. Website Facts • 97% look online before buying locally • 90% use Search Engines • 48% use online Yellow Pages • 42% use online comparison sites • 19% book appointments through websites • 44% of businesses don’t have a website • 58% of website traffic viewed on phones
- 20. Website Facts
- 21. Website Best Practices 10 20 30 40 50 60 sec Credibility And Professionalism Message Navigation Purpose Description Call To Action
- 22. Social Media Culture • Social Media is a “Slow Burn”. • Social Media is first and foremost “Social” • People are hungry for valuable content – if they don’t get it from you, they’ll get it from someone else
- 23. Social Media Culture • What to share • How to “be social” • Your Social Brand • Curation • Getting traffic
- 24. To Blog or not to Blog • Great way to add your “personality” • Builds credibility • Blends well with Social Media • Best way to get Search Engine Optimization • Tips • Make it evergreen • Solve problems • Speak to your passions
- 25. Podcasting • Higher level of “credibility” • Easier than Blogging • Low cost • Equipment: Mic, Scisor Arm, Pop filter, Amp, Software (Audacity, FreeConferenceCall) • Tips - Tricks: • Guests • Outsource Intro • Convert to Blog (Use Trint to transcribe) • Syndicate
- 26. Video • Even higher level of “credibility” • Not for everyone • More costly and definitely more time commitment • Tips - Tricks: • Toastmasters • Outsource Editing • Outsource Design, Music, Intro, Outro • Convert to Podcast & Blog • Syndicate
- 27. Summary • Build your Brand before you build your Marketing • Understand who you want to work with • Be You – Be your Brand • Give generously before you even attempt to Sell • Use the tools (Tactics) that work for you • Ensure you cover the basics • Have fun
- 29. Shameless Plug
- 30. Who is this guy anyway? Ray Gauthier Property Sense Inc. PropertySense.ca ray@propertysense.ca 519-405-0070 linkedin.com/in/raygauthier
Editor's Notes
- Marketing isn’t what we’ve been led to believe it is. Why “we” are in this room. How to make the most of getting together in a group like this and use “marketing” to get what we want out of it. Agenda later
- Marketing isn’t “stuff”
- Branding is your message. It’s who you are, how you operate, how you think and how you help. It also answers your big Why – what’s your passion and how did that develop. Marketing is all the activities you undertake to tell people about your brand. Sales is why you are in business. It’s the result of your marketing. If this were the english language, Branding is the nown – it’s the “things” or the “topic”. Marketing is the verb – it’s the action that applies to the subject Sales is the result of taking that action.
- Appreciate: Know your ideal client intimately. Appreciate their needs, wants and problems. Know where they live, where they work, where they play. Appeal: Be intriguing. Be someone they want to know Attract: Only spend time and money “attracting” once you have the brand and marketing to be appealing and relevant to them Advise: Give freely - your knowledge, expertise, solutions. Acquire: This is the “sale”. They make a purchase or they solidify a relationship. They move from lead to opportunity to client. Layer that over Branding – Marketing - Sales
- Examples: Home Hardware (Homeowners, helping home owners) Quality is Job 1 Our customers are number 1 We care
- Demograhhics vs psychographics
- Pierre-Paul Turgeon Ben Muresan – Chris Rood disciple Setfan Aarnio
- Goals & Tactics SMART (Specific, Measurable, Achievable, Relevant, Timely) Strategies – Overarching and Directional G: Have 10 Million of pre-approved JV funds by year-end S: Build JV Relationships T: Acquire one financial JV partner per month in 2018 Reach an audience of 100,000 Real Estate Investors by Dec 2019 Become and Influencer Speak at 6 events for remaining of 2018
- Napleon Hill Think and Grow Rich - The proven 13 steps to riches
- What does Branding, Marketing and Sales look like in Real Estate Investor Networking?
- Email: MandyA234@gmail.com vs Cindy@eliteproperties.ca Business name: A&B consulting vs Kingston Property Services Business card: Have one Logo: not needed. Be simple. Must be embroidable. 2 colors max. Don’t over think it. BIO • YOUR BIO IS NOT A RESUME • BIOs AREN’T ONE SIZW FITS ALL • BE AS PERSONAL AS YOU ARE COMFORTABLE WITH • TELL A STORY • BE SUCCINCT • GET A SECOND OPINION • TALK ABOUT YOUR PASSIONS • USE HUMOR GENTLY • CONSIDER THE AUTHOR Social Media: Be there BUT, don’t bite off more than you can chew. LinkedIn is untapped for Real Estate Investors.
- First 6: BIA/Kelsey Study Traffic: Statista.com Having a website is a Strategy – to have one, you Must have a Goal for it. –
- You have 10 seconds to make your second impression.
- Responsive vs Adaptive Credibility and Professionalism: First 10 seconds Message: Clarity, Concise, Relevance, What and for Whom Navigation: Intuitive and Prioritized Purpose Description: Why and How Call to Action: Easy and Risk Free next step
- Overarching principle – Give more than you take. What to share: Be more casual. Solve problems. Pictures. Rated “G”. How to “be social”: Mike Bedard Post Comment (The difference in how Millionaires think). How to win friends and influence people. If you want to gather honey, don’t kick over the beehive. Your Social Brand: Twitter, Instagram, Facebook (site) more personal. Facebook business page and LInkedIn more professional Curation: max 75% Getting traffic: Post, Like, Share, Comment.
- Don’t get stuck “planning”. Start today. Make mistakes. You are among friends.
- Richest Man in Babylon: 6 Laws: Keep part of what you earn Put your savings to work Avoing Debt Don’t sprculate Invest in yourself Protection and diversification Go Giver: The 5 laws of Stratosoheric Success; Value Compensation Influence Authenticity Receptivity Mirror Mirror Value Ladder: Who are you What do you do Why do you do what you do How do you do what you do Who do you do it for What makes you different Why should I do business with you.