You’re a brand whether you like it or not. It’s time you learned how to manage it. This course is optional, but the concepts it covers aren’t. Attend and walk away ready to plan, target, and implement strategic marketing and build an image that will attract clients now and in the years to come.

1. GRI 403: Personal Promotion
TheAgentTrainer.com | @MattRathbun
Matthew Rathbun
ABR, CIPS, CRB, CRS, EPRO, GREEN, GRI, MRP, RSPS, SFR, SRS

2. MatthewRathbun
Thinks He’s funnier than
Broker
Over 10 years in
Always strives to be better
www.TheAgentTrainer.com
Husband and Father

3. www.TheAgentTrainer.com/gri403

4. I. Developing A Budget
!
II. Developing A Marketing Plan
!
III. The Follow-up
!
IV. Evaluating Your Efforts
!
V. Making It All Work
!
Today’s Lineup

5. You’re A Rockstar

6. Anatomy of A RockStar
Fans
Performances
Promotions
Critics
Websites
Fansites
Roadies
Backstory

7. Just a Face in the Crowd?

8. TheAuditionPhase

9. Let’s Tell Them Who You Are

10. SECTION I
!
Developing
A
Budget
!

11. Business Expense
- Those expenses
incurred as a “cost
of doing business”
BUSINESS VS PROMOTIONAL
Page 1
Promotional Expense -
Income Producing
expenses incurred in an
“attempt to generate leads
and attract business”

12. Creating
A
Budget
Page 3

13. SECTION II
!
Developing
A
Marketing Plan
!

14. Marketing is a conversation

17. Understanding
Your Consumer

18. 96%of homebuyers use the
internet as part of the search
process
49%
of homebuyers
found the home they
bought online
64%searched on
mobile
device
76%drove by home they
found online as the
first step46%online inquires
actually buy

19. 12weeks of active searching
online before buying
3weeks of active searching
before contacting agent
51weeks from first online inquiry until becoming
serious about looking for a home

20. of buyers
use a
REALTOR®
90%

21. YouTube Moment
Long Distance

22. 22

23. Personal Promotion - The sum
total of all that is done to
promote the use of your services
Promotion and Marketing
Page 8
Marketing - The sum total of
all that is done to promote the
sale of a service or product

24. Developing Business Quickly
Page 8
For Sale By Owner
Expired Listings
Unoccupied Homes
Foreclosures
Open Houses
Floor Time

25. Long Term Generation
Page 9
Sphere of Influence
Past Clients
First Time Homebuyers
Neighbors
Relatives
Organizations

26. SECTION II
!
Branding
!

27. How Do People Analyze You

28. BUILDING
YOUR
Page 10

29. “The most powerful concept
in marketing is owning a
word in the prospect’s mind”
The Law of Focus
Page 10

30. Name That Logo
Page 10

31. Self Reflection
Page 11
Strengths, Skills and
Life Experiences
How Do Client’s
Benefit?
How Do I Communicate My Message?

32. Page 12
Tools For Branding
• Logo
• Slogan
• Your Image
• Video
• Photography
• Color and Style
• Design
• Personal Appearance

33. SECTION III
!
Your Niche
!

34. Niche Marketing
• What is your niche
!
• Advantages
!
• Disadvantages
!
• How to Determine
• What Do You Do?
• What Do I Love?
• What Do Other Ask of Me?
• Passions Page 13

35. Individual Focus
Page 15
What do I know
about these people?
What Do We Have
In Common?
Do I Fell Comfortable
With Them?
Where Can I Find
Them?
How Do I Reach
Them?
What Do They
Need?
How Can I Help
Them?

36. Five
Maintain a Customer Relationship Management System (CRM)
Transfer all Contacts to a Spreadsheet
Mail / eMail your SOI your Who, What and Where
Create a systematic approach to staying in touch
Be disciplined in maintaining your SOI and contacting them
1
2
3
4
5
Steps To Engaging Your Sphere of Influence

37. SECTION IV
!
Delivering
Your Message
!

38. YouTube Moment
Don Draper- MadMen

40. Page 16
Passive vs. Active

41. Engage
Web Calls
Newsletters
Cards
Networking
Social
The Plan
Page 18

42. Page 18

43. Farming

44. Choosing Your Farm
Is the soil fertile?
Are there other farmers?
Can you sustain it?
Will it be profitable?

45. “People don’t buy what
you do, they buy why
you do it.”
“ The goal is to
do business with
people who get
what you do”
Simon Sinek
Author: Start With Why

46. “Selling to people who
actually want to hear
from you is more
effective than
interrupting strangers
who don't,”
!
-Seth Godin

47. Embrace
the Client’s
Experience

48. The Experience You offer has
to be better than the one
they’ve had...

49. Introduce
Them To Your
Better
Experience

50. You have something that
the Aggregators don’t
have...
Hyper-Local Content!

51. SEO
GUIDE

52. 85% of Web
Traffic

53. 95%…won’t leave the first page

54. • Bullet
10% of Clicks
90%
of
Clicks

55. GOOGLE. COM/ADDURL
Page 1

57. Page 104

59. • Bullet
Page 1

60. Flickr. com
• Bullet
Page 1

61. Pinterest.com

62. FSBO
• Packets
• Sites
• Conversion

63. matthewRathbun.com/FSBO

64. Tradeshows,
Festivals
and Fairs

65. HUDMail
• Bullet

66. Zillow
• Bullet
Page 1

67. Zillow.com/Agents
• Create/Update Profile
• Free Webinar's
• Wordpress Plugins
• Local Market Data
• Mortgage Information
• Facebook Apps
• Website Badges
• Market Data for your Site

68. • Bullet
Zillow Profiles
and Reviews
(Think “SEO”)

69. • Bullet
Claim and
Enhance
Your
Listings!

70. zillow.com
• Bullet
Make Me Move

71. Trulia.com
Page 1

72. Trulia.com/Voices

73. HouseLogic.com

74. Mailchimp.com
• Bullet
Page 1

78. VistaPrint .com

79. LowesRealtorBenefits.com

80. google.com/Sites

81. Google.com/PlacesForBusiness
• Google.com/
PlacesForBusiness

82. • NARRPR.com

83. RBIntel.com

84. Using the MLS
Send Letters to those who
rented 9-12 months ago
regarding the buyer
marketTax Record labels for
postcards made on
home printer
Get Affiliate Buy-in
MLS Listing e-Mail Drip
Campaign
Personal Promotions on
Visual Tours or house
Photos (if MLS allows)

85. 76%of Sellers are
more likely to
list with an agent
who offers a
video
12%of Agents
use video
81%of Buyers are more likely to look at home
withVideos before those without

87. EngagePeople

88. YouTube Moment
Jessica Edwards
Call Me

90. Videolicious

91. Screenr .com
• Screenr.com

92. SoundCloud .com

93. NextDoor .com

94. MeetUp .com
Page 1

95. Create
Your
Own
Networking
Group
•Lunch Meetings
•Database Sharing
•Common Webpage

96. WineParty

97. 138 Years Old...
...and It Still Works

98. Hand-written
Notes

99. Ask For Referrals

100. OvernightPrints .com

101. SECTION IVa
!
Photography
!

102. TheBasics
Pixels - Important Dots
Page 1

103. Digital
Single-Lens Reflex
• Interchangeable Lens
• HD Photos
• Countless Settings
• HD Video
• Phase Detection Auto-Focus
• Speed
• Flexible
Page 1

104. HDRPhotos
(High Dynamic Range)

105. CameraPlus
• Bullet
Page 1

106. VisualStager.com
• Bullet

107. Civic Involvement

108. SECTION V
!
Followup
!

109. Customer Relationship Manager
CRM
Page 24

110. Microsoft Outlook
Page 1

111. Top Producer

112. WiseAgent .com

113. My Real Estate Tools

114. SECTION VI
!
Evaluate
Your
Investment

115. Are You Showing Fruit?
Page 26

116. Tracking Sources
Page 25

117. Customer Status
Level 1 - Pending Appointment
Level 2 - Call Today
Level 3 - Active Prospects
Level 4 - Inactive Prospects
Level 5 - Master Prospects
Level 6 - Sphere of Influence
Level 7 - Niche Farming Prospects

118. SECTION VII
!
Making It
Work

119. Where’s The Time?
Page 26

120. • Bullet
EasyEmerge.com

121. Prioritize Ideas
Page 26
Delegate
!
Automate
!
Drop

122. Page 27
Bringing It
All
Together

124. Facebook.com/mattrathbun
@mattrathbun
Matthew@TheAgentTrainer.com
www.TheAgentTrainer.com
YouTube.com/MattRathbun1