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The Basics of Realtor Branding | Marketing 101

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Find your niche, build your brand and set up referral sources from your SOI, farm and advertising. Here's how to get started...

Published in: Real Estate
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The Basics of Realtor Branding | Marketing 101

  1. 1. Samuel ScottF I N A N C I A L G R O U P RE 101 Branding & Basics of Marketing
  2. 2. Topics Samuel ScottF I N A N C I A L G R O U P ü Find your Niche ü Marketing Basics ü The Marketing Mix ü Your SOI ü Your Farm ü Content Sources ü Follow Up
  3. 3. Samuel Scott Find your niche.
  4. 4. Elements of a brand Samuel ScottF I N A N C I A L G R O U P ü Cultural ü Visual ü Textual
  5. 5. Elements of a brand Samuel ScottF I N A N C I A L G R O U P Cultural ü  Unique Selling Point (USP) ü  “Je ne sais quoi” ü  Style ü  Voice ü  Personality ü  Strengths
  6. 6. Elements of a brand Samuel ScottF I N A N C I A L G R O U P Textual ü  Bio ü  Mini bio ü  Mission statement ü  Value statement (core values) ü  Tag line
  7. 7. Elements of a brand Samuel ScottF I N A N C I A L G R O U P Visual ü  Logo (micro logo) ü  Head shot ü  Photos ü  Design elements ü  Style ü  Colors
  8. 8. Elements of a brand Samuel ScottF I N A N C I A L G R O U P Logo Micro Logo
  9. 9. Elements of a brand Samuel ScottF I N A N C I A L G R O U P Logo Micro Logo
  10. 10. Samuel Scott Marketing basics.
  11. 11. Business Cards Samuel ScottF I N A N C I A L G R O U P ü White space ü Photo ü Contact info ü Use front and back ü High quality paper ü Consider: Silk finish, UV overlays
  12. 12. Email Stationery Samuel ScottF I N A N C I A L G R O U P ü Email Address (Broker or Agent branded only) ü Signatures ü Outlook (edit signature) ü Gmail orYahoo (Wisestamp) ü Mobile and tablet ü Photo / Logo ü Contact info ü Hyperlinks?
  13. 13. Email Stationery Samuel ScottF I N A N C I A L G R O U P
  14. 14. Website Samuel ScottF I N A N C I A L G R O U P ü Basic ü Free sites from your brokerage ü Intermediate ü Low cost, low maintenance ü Advanced ü Larger investment, larger return
  15. 15. Website Samuel ScottF I N A N C I A L G R O U P Basic ü Broker Supplied Website ü Broker hosted ü IDX Property Search ü About ü Contact
  16. 16. Website Samuel ScottF I N A N C I A L G R O U P Intermediate ü Wordpress blog ü Theme / Placester ü Installed IDX ü Community info ü Mobile responsive!!
  17. 17. Samuel ScottF I N A N C I A L G R O U P
  18. 18. Website Samuel ScottF I N A N C I A L G R O U P Advanced ü Custom Wordpress site ü Market reports ü Landing pages ü Lead Capture ü Video posts ü Social Media
  19. 19. Samuel ScottF I N A N C I A L G R O U P
  20. 20. Samuel ScottF I N A N C I A L G R O U P
  21. 21. Website | URL Samuel ScottF I N A N C I A L G R O U P ü Agent Name ü Real estate theme ü Community theme ü Landing pages
  22. 22. Presentations Samuel ScottF I N A N C I A L G R O U P ü Listing presentation ü Personalize your brokerage presentation ü Pre-listing presentation ü Hyper-local market report & cover page ü Buyers presentation ü Zillow vs MLS & market reports ü CMA ü Cloud CMA (better than MLS)
  23. 23. Social Media Samuel ScottF I N A N C I A L G R O U P ü Online Reputation Management ü LinkedIn ü Facebook ü YouTube ü Twitter ü Others…
  24. 24. Social Media Samuel ScottF I N A N C I A L G R O U P Online Reputation management ü Check your search results ü Delete / update old profiles ü Set Google alerts for your name ü Monitor your online presence
  25. 25. Social Media Samuel ScottF I N A N C I A L G R O U P LinkedIn profile ü A must ü Create a complete profile ü Upload “extras” ü Connect with good connections ü Update status if it fits your marketing mix
  26. 26. Social Media Samuel ScottF I N A N C I A L G R O U P Facebook profile ü Use to work your SOI ü Organize friends into lists ü Set privacy settings ü Don’t worry about pages
  27. 27. Social Media Samuel ScottF I N A N C I A L G R O U P YouTube ü ONLY use if you are producing your own videos or have virtual tours from listings Twitter / Pinterest / Instagram ü ONLY use if you already have followers
  28. 28. Samuel Scott The Marketing Mix.
  29. 29. Lead Sources Samuel ScottF I N A N C I A L G R O U P 1 •  Sphere of Influence 2 •  Community Farm 3 •  Advertising 4 •  Listings 5 •  Groups / Organizations
  30. 30. Samuel Scott Your SOI.
  31. 31. SOI vs. Everything Else Samuel ScottF I N A N C I A L G R O U P You can only market to 2 types of people 1.  People you know 2.  People you don’t know
  32. 32. SOI Marketing Samuel ScottF I N A N C I A L G R O U P Contact Database ü Gather the info ü Put into excel ü Organize (rating and relationship) ü Fill in the blanks ü Upload into your CRM
  33. 33. SOI Marketing Samuel ScottF I N A N C I A L G R O U P
  34. 34. Personalized CampaignsWin Samuel ScottF I N A N C I A L G R O U P Be authentic ü Remember your USP ü Don’t sell. Engage and educate. Categorization is key ü Top 25 strategy ü Social Group strategy
  35. 35. What to send? Samuel ScottF I N A N C I A L G R O U P ü Holiday cards ü Birthday cards ü Personal calls ü Thoughtful emails ü Pop-bys / Planned events ü Social media messages
  36. 36. Samuel Scott Your Farm.
  37. 37. Farming Samuel ScottF I N A N C I A L G R O U P Leads ü Geographic ü Demographic ü Psychographic ü Behavioral
  38. 38. Farming Samuel ScottF I N A N C I A L G R O U P People ü Needs ü Interests
  39. 39. Analyze your Farming Samuel ScottF I N A N C I A L G R O U P ü Real estate market reports ü Title data ü OO vs. NOO ü Year purchased ü Equity ü Size, price, similarities ü Less is more!!!
  40. 40. What to mail? Samuel ScottF I N A N C I A L G R O U P ü Personalization increases response ü Hyper local data only ü Home values are their biggest concern ü Be different and interesting ü Remember the USP you came up with! ü Conversion – what do you want them to do? ü Schedule. Consistency. Set expectations.
  41. 41. Samuel Scott Content sources.
  42. 42. SamuelScottFG.com Samuel ScottF I N A N C I A L G R O U P ü Market data and real estate trends ü  Hyper-local real estate reports ü  Schools and demographics ü Marketing flyers / infographics ü The Advisor eNewsletter ü  Top Real Estate headlines of the week
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  44. 44. Samuel ScottF I N A N C I A L G R O U P
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  48. 48. Samuel ScottF I N A N C I A L G R O U P
  49. 49. Realtor Organizations Samuel ScottF I N A N C I A L G R O U P ü CAR ü  http://www.car.org/marketdata/graphics ü NAR ü  http://www.realtor.org/research-and-statistics ü SDAR ü  http://www.sdar.com > Housing Statistics
  50. 50. Samuel ScottF I N A N C I A L G R O U P
  51. 51. Samuel Scott Follow up.
  52. 52. Follow up!! Samuel ScottF I N A N C I A L G R O U P ü Real estate is all about relations ü You are selling a service not a product ü There is a long sales cycle ü Typically takes 8-12 points of contact before business starts ü Need a calendar and reminder ü No room for a fear of phone calls
  53. 53. Samuel ScottF I N A N C I A L G R O U P
  54. 54. Samuel Scott Brought to you by, Samuel Scott Financial Group

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