This presentation is designed for the Real Estate Professional who wants to find people who are like his ideal clients and convert them into clients. This is a four step process consisting of Understanding, Targeting, Engaging and Educating your ideal clients.

3. Market Research Sources of Info
• You and Your Customers/Clients
• Buyer Surveys
• State and Local REALTOR Associations
• WAV Group

4. Why Do They Want to Buy?
Source: Primary Reason for Purchasing a Home - NAR Home Buyer and Seller Profiles 2013

5. What Problems Do They Perceive?
Source: Most Difficult Steps of Home Buying Process - NAR Home Buyer and Seller Profiles 2013

6. Where Else are they Affected?
Source: Benefits Provided by Real Estate Agents - NAR Home Buyer and Seller Profiles 2013

7. Why Can’t They Solve the Problem?
Source: What Buyers Want Most from Real Estate Agents - NAR Home Buyer and Seller Profiles 2013

8. How Have They Tried To Solve the Problem?
Source: HAR DIY Survey - March 2014

9. Additional Research Questions
• Who are your ideal clients? Be specific.
• What do they feel without their home?
• What is life like when buying with you?
• Why are you the best person to help?

11. Customer Avatar
• Represents Your Best Customers
• Life
• Interests
• Emotions
• Problems that You Can Solve

12. Targeted Writing
• Write to your Customer Avatar (Ideal Client)
• Makes Connection with Similar People
• They feel like you already know them
• Easier to build and maintain relationships

13. Targeted Ads
• Homeowners
• Renters
• Life Events(Likely to Move, LDR, Newlywed)
• Interests and Hobbies
• Investors

16. Source: California Association of Realtors – Buyer Survey 2014
Communication Gap

17. Engagement Tools
• Lead System – Alerts and Mobile Templates
FollowupBoss or FiveStreet
• Email Tracking – Lack of Response/Delivery
Sidekick (By Signals) or Yesware
MailTracker – Mobile (works with Mail/FUB)
• Discovery – Find out more about your clients
Connect6, Sidekick or Rapportive
• CRM – FollowupBoss, Contactually, Realvovle

19. Telling Stories
“Use every customer point of contact to weave stories
about who you are and what your brand stands for.”
~Gary Vaynerchuk
• Hero’s Journey
• Market Info
• Industry News
• Behind the Scenes
• Entertaining

20. Conversational Email
• Designed to get a quick response
• Brief and personal
• What do you think of the report I sent?
• Which works better for you, Mon or Wed afternoon?
• What can I do to earn your business?

21. AIDA Sales Writing Formula
• Attention
• Interest
• Desire
• Action

22. Steve Jolly
• steve@NashvilleRealEstateNow.com
• @MusicCityREO
• 615-519-0983
• FB Group: www.REMAllstars.com