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JHRMarketAnalysis

This marketing plan aims to increase potential customers by 50% each month through a three stage low, medium, and high marketing approach. It analyzes current real estate trends and target markets. Goals are outlined to increase sales prospects by 50% monthly through in-person prospecting. A variety of promotional strategies are proposed, including social media, print ads, radio ads, open houses, and door-to-door prospecting in targeted neighborhoods. The plan aims to position the real estate agency as experts in customer service and intimacy.

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Real Estate Sales. Marketing and Promotional Plan By Rob Hamilton
Executive Overview This marketing plan’s purpose is to increase the number of potential customers by 50% exponentially each month by utilizing the three stage (“Low” “Medium” and “High”) marketing objectives defined below. All agents can start wherever they desire and are only limited by their financial ability. Market Review  Trends Overview Currently, it is a seller’s market. The most common phrases heard in the office are "I can't find a home" or "my home sold in less than a week for full price." As long as the interest rates stay as low as they currently are, and new construction continues to rise, home prices will gradually rise along with this trend, but interest rates are expected to go up gradually over the next two or three years (as predicted by economists) which means home prices will level out. Although this transition will make it easier for buyers to find a home (within the price ranges of 150-250k), it will also make it slightly more difficult for buyers to afford the financing with higher interest rates. The following marketing plan will be applicable through 2018 based on these trends.  Market Segments o Residential (increasing this segment will be the main focus of this marketing plan)  Buyers  Sellers o Commercial  Business owners who wish to lease or purchase o Industrial  Factories/Mills  Target Market o Primary: “Life Starters” Ages 25-35, married, bachelors degree, $70-$100k per year, $170-$250k home price range. o Secondary: “Imminent Retirees” ages 50-65, retired or almost retired, masters degree, $150-$200k per year, $300k+ home price range.
Competitive Review  When training at the Barney Fletcher School for real estate professionals, the first item they write on the board is 87%. This number represents the amount of the class that will fail as a realtor. The reasoning behind this is because of the massive amounts of competition and the difficulty of managing motivation when it comes to sales. Direct competitors are everywhere. From Remax greater Atlanta, to family owned small real estate companies like Jack Hamilton Realty. The key to standing out within the competition is to maintain the company focus. In this case, customer intimacy and emotional intelligence of the staff. People allow agents to work for them strictly based on their knowledge and the feeling of a priority within the company. The best way to set ourselves apart from the competition is to maintain focus and always find ways to talk real estate in every scenario. Situational Analysis Strengths  Emotional Intelligence  30 years experience  High networked pipeline of lawyers and finance professionals  REO experience Weaknesses  Staying motivated  Following up with long term prospects  Social media management  Promotions Opportunities  Interest rates are at record lows  Home prices are increasing (seller opportunities)  Fed projected to create new loan opportunities for home buyers Threats  Interest rates will increase gradually in the next year  Low inventory for buyers.  Home prices projected to grow 4.4% in 2017 (threat to buyers)
Goals and Objectives  Sales Objectives Based on the results from the top agents, the average sales per month is around 2.5. Most agents make 50 sales calls a week. This means that the current sales ratio is 1 sale per 100 prospects called. The objective of this plan is to increase the amount of prospects the agents talk to by 50%. (increase prospects by 100/month) for example if each agent is able to increase the number of prospects they will, in turn, increase the number of sales exponentially each month. Since cold calling regulations make it extremely difficult to call prospects at home, In person prospecting is the most efficient form of increasing sales objectives.  Marketing Objectives New Agents: All beginning agents should maintain focus and motivation while implementing the “LOW” section of the marketing plan. 2 months, agents should see an increase in ROI. 6 months, agents should be financially stable enough to make the decision to transition into the “MEDIUM” section of the marketing plan. 2 years, agents should make the decision to transition into the “HIGH” section of the marketing plan.
Strategies  Positioning Positioning is an effort to influence consumer perception of a brand or product relative to the perception of competing brands or products. Its objective is to occupy a clear, unique, and advantageous position in the consumer's mind. In this case, Jack Hamilton Realty focuses on emotional intelligence and customer intimacy as their brand position. All customers, whether residential or commercial, are treated with the upmost importance the moment they walk through the office door. Agents within the office recognize the necessity of building close relationships with these prospects because a large percentage of their business is based on referrals, but it's not just referrals being the reasoning behind the fantastic customer intimacy, it's also the fact that they actually care about each individual customer and this comes through at the point of contact. This will be the focus of this plan, to communicate the expert customer intimacy through different mediums and increase brand awareness.  Pricing Jack Hamilton Realty does not currently adjust their prices based on the service provided. They mainly offer 3% of the sales price for buying or selling residential and 7% for representing both at the same time. Now this could hinder certain prospects from turning over because competition offers lower prices based on service. Most competition claim low priced listings, when actuality, they decrease the level of service on top of the price reduction. For example, Duffy realty offers a base listing service of 500 dollars. This price is advertised to bring in more clientele and then, once the customer realizes that the 500 dollar listing service only includes a sign in the yard and a post into the multiple listing service, the customer will end up choosing a higher percentage based price because the extra service is needed to sell the home Recommendations: JHR should offer a "step" scale for the listings starting at $500 dollars for sign and MLS. Then moving up to 1%-3.5% depending on the customers requested level of service. This can be advertised on the radio and in magazines to help draw more clients into the building.
 Communications/Promotions Print advertising: currently, JHR agents spend on average around $125.00 per month to advertise in pamphlets that are placed in waiting rooms of offices and restaurant entry ways. There are no forms of communication post closing that currently measure the effectiveness of this promotion method. Recommendation: Setup a post closing survey that only takes 5 minutes of the client’s time. One of the important questions should be “How did you hear about us?” This will make it easier to track the different sales promotions and whether they are working correctly. Promotional Flyers: Create a flyer that can be utilized with all face to face contact for potential customers. Potential Cost: $20.00-$50.00 depending on number of copies. Recommendation: “Refer a friend for a free credit check!” discuss this option with the strong network of mortgage companies currently available at JHR and see if they will partner up with the cost as well as the free credit score. JHR can offer to post the mortgage companies label on the flyer. Coupon cannot be collected until the referred client closes. Radio Advertising: taking a 15 to 30 second ad is a great way for JHR to build their brand image and support the other methods of promotion. The timing of the ad would be crucial to reach the desired target market. Ideal spots would be mornings (7:30AM), lunch (12:00PM), and evenings (5:30PM). Potential Cost: $350 per 30 second advertisement. Script: Ad starts off with customer reviews one after the other. “Everyone said buying a home would be difficult, but Jack Hamilton Realty was with me every step of the way”. “JHR was patient with us, taking time to answer every question my wife and I had. We never felt rushed into a decision.” “You’re not just working with one agent when you use Jack Hamilton Realty, they all treat you like family and make you feel right at home.” Enter Agent’s voice.
“Purchasing a home will be one of the biggest decision you make in your life, we make it the easiest. It’s my job to help people, no credit, bad credit, everyone matters to us.” Enter narrator voice with a custom jingle in the background (This jingle will be a part of the brand recognition and should be used in all future ads.) “Call Jack Hamilton Realty today, make your biggest decision in your life, the easiest” “Contact info here” END SCRIPT YouTube Video: JHR should consider creating a YouTube video that explains the entire home purchasing process from beginning to end. This will be a great promotional tool that can couple with any of the other promotions. Agents can use the web address for the Youtube video as a tool that helps each prospect learn about the entire process before committing to the purchase. Agents can also watch the video with their prospects to answer any questions that come up at the last minute. Potential cost: Managed in house, Free Recommendations: Film the video completely in front of a green screen and edit simple graphics that make it look like the agent in the video is interacting with the graphics themselves. For example, the agent walks in to introduce themselves and the video, calendars can pop up to his or her right side when they point. These calendars can display the acceptance date, inspection dates, financing dates, and closing date. Giving prospects a visual of the process is pinnacle for understanding it as a whole. Neighborhood “Parties”: each client that purchases a home should be offered the opportunity to host a "get to know your neighbors" party at their new house. JHR will provide the snacks and some door prizes. The idea behind this method is to introduce the customer to their neighbors as well as increase brand awareness and networking for the JHR brand. A representative will join the party (usually the agent that helped that client) and help with the hosting. The main goal, for the agent, is to increase their network of possible prospects Potential cost: $100.00-$200.00 depending on amount of prizes and expense of food. Billboard: although on the expensive side, a long term plan should be made up to rent a billboard located northbound of the perimeter either on 575 or 400. This is another way to increase the JHR brand name through mass advertisement. Potential cost: $1500-$2200.00/month Billboard Ideas: Show a large picture of Agent on the left side with the slogan across the top “Making your biggest decision the easiest for the past 30 years” In this case,
simplicity is best so drivers can easily recognize the brand and slogan. Contact info should be placed in large lettering on the base of the billboard. Financing Seminars: there are many prospects out there that currently rent/lease their home or apartment because they feel they cannot afford to purchase a home for themselves, but the fact is that there is a lack of knowledge in new loan programs that provide up to 95% financing with very little credit needed. The idea behind financing seminars is to rent out space during popular conventions that will advise and inform people on their current situations and availabilities for loans. JHR will partner with trusted loan officers from mortgage companies of their choosing and speak in front of 150 to 200 potential prospects at a time. These prospects who want to learn more can leave their name and number or business card for JHR to return their call and answer any questions as needed. After the seminar is over, each agent that spoke to the group should attempt to meet all the potential clients while they exit the convention area. This will improve chances of turning prospects into customers. Price is based off average GWCC seminar theaters. Potential cost: $2500.00/day for less than 300 seats. Recommendations: The best way to achieve this is for Jack Hamilton Realty to partner with as many mortgage companies that are willing to split the cost of the seminar. They will benefit by sponsoring these events because of the publicity. Knocking Doors: many neighborhoods have "no solicitation" signs posted at the entrances, but for the ones that do not, JHR can spend a weekend going door to door discussing different options for different prospects. This will have to be experienced agents only because each potential customer will have different issues that can help close the sale: Financing, equity, and credit just to name a few. The point of this is to increase the amount of listings for JHR Potential cost: between $20.00 and $35.00 depending on how many flyers are passed out to each potential client. ++START SCRIPT++ *agent knocks door and it opens” Agent: “Hello! We are walking around and asking your neighbors; who do you know that may be interested in buying or selling a house?” The idea behind asking “who do you know” takes the pressure away from the subject and turns their thought process towards their knowledge of friends that fit the profile. If they themselves want to buy or sell a home, they will acknowledge this fact. Prospect: “Oh, well, we just bought this house, but my friend is interested in getting a house soon.”
Agent: “fantastic, purchasing a home is one of the biggest decisions they will make in their life, our job is to make it the easiest.” *stick out hand to shake prospects “My name is AGENT NAME, nice to meet you.” Prospect: “likewise, I am John Doe” Agent: “Well John, is there any way I could talk get your friends contact information? He or she has no obligation to purchase, we just want to inform them so they make the right decision.” Prospect: “Uhh, I’m not sure he would want me to give out his info to a stranger.” Agent: “Totally understandable John. How about we call him together using your speaker phone?” Pause, smile and wait for a response Prospect: “ I guess there is no problem with that…” Phone rings…. ++END SCRIPT++ Experienced agents will be able to recognize a waste of sales time based on the prospects body language and facial expressions. If they are short and interrupt you, then they aren’t worth the time and the conversation should be closed quickly to move on to the next home for optimal efficiency. Of course, trial and error and adjustments will need to be made to the script because each prospect will be different. Below is a list of all the subdivisions in Woodstock that range between $150k - $200k to get started. Allatoona Downs Allatoona Shores Allatoona Woods Ansley Forest Applewood Audubon Forest Belmont Bentley Hills Bluff creek Bramble Oak Brentwood Briarwood Brookshire Park Cardinal Woods Cedar Hollow
Chadds Ridge Cherecobb Estates Cherokee Forest Cherokee Hills Cherokee Meadows Colemans Bluff Colemans Landing Colony Woods Countryside Villas Crabapple Falls Creek Hollow Creekview Daventry Deer Run West Deerchase Dobbs Estates Driftwood Forest Eagle Glen Eagle View Eagle Watch Emerald Cove Etowah Valley Farmington Glendale Forest Glens at Kingsgate Hearthstone Hickory Creek Hickory Flat Hickory Glen Hill Crest Holly Creek Estates Kingston Square Knotts Landing Laguna Springs Lebanon Place Little River Crossing Magnolia Walk Matthews Crossing Mirramont Old Farm Olde Mill Ford Park at Kingsgate Park Place Park View at Towne Lake Pioneer Crossing Port Victoria Quail Woods Regency at Kingsgate Ridgewood River Oak River Plantation Riverchase
Riverlake Landing Rivers Edge Rocky Creek Rose Creek Saddlehorn Savannah Place Southern Oaks Stockwood Estates Stonecroft Sunnybrook Towne Lake Hills Township Place Trickum Hills Victoria Crossing Victoria Downs Victoria Landing Walnut Creek Waterford Weatherstone The Woods Social Media: social media is the strongest way to maintain the current client base as well as expand to new prospects. A large portion of time should be spent creating a business Facebook page for JHR, as well as Twitter, and Instagram. Updates on events and financing can easily be communicated on a massive scale across all potential customers and strengthens the lines of communication between customer and agent. Social media also acts as method to increase brand awareness. Updates from JHR once or twice a week will appear in the news feed of all followers and constantly increase the business recognition for real estate sales. Don’t forget the slogan! Potential cost: Managed in house: Free. Websites: Trulia and Zillow offer similar price points for advertising on their website. Trulia, for example, offers three steps $30,$70, and $200. As the price goes up, the amount of listings and prospective leads offered increases. These websites may increase listing awareness for buyers who are not yet represented by an agency and therefore could bring in more prospects. Potential cost: $30.00 for 1 featured listing, $70.00 for 3 featured listings, $200.00 for 10 featured listings. Recommendations: Revamp the current Jack Hamilton Realty website to increase search engine optimization. (SEO) Placing key words inside the front page of the site will increase the chances of making the front page results of a Google search. For example, “Best Realtors,” “Real estate in Georgia,” or “Atlanta’s top real estate agents” just to name a few.
Action plan and implementation This action plan is broken down into three important sections. Low, Medium, and High. The idea behind the breakdown is for agents of Jack Hamilton Realty to start on the “Low” section until revenue picks up and they are financially able to transition into the “Medium” and “High” stages. There is no correct timeline to make the transition into the upper levels, it is at each agents discretion. That being said, a typical timeline is written for those who wish to make the transition the fastest. Some agents, depending on experience, will be able to close more sales than others due to knowledge of the real estate market as a whole and the level of emotional intelligence they use to relate to each prospect. LOW – Social Media, YouTube, Knocking doors, Print advertising, Trulia and REO Start date: immediate Total monthly cost: $230.00-$430.00 Agents should start by updating their business social media sites to control all clients from beginning to end. YouTube video should be created and implemented with every aspect of social interaction with the prospects. Print advertising should be created and customized to fit each individual agent’s needs and wants, but ultimately the focus of customer intimacy and emotional intelligence should come through in the advertising. The slogan “Making one of the biggest decisions in your life, the easiest!” should be used with all promotions. Weekends will be ideal for knocking doors, preferably between 3pm and 5pm on Saturdays to make sure most potential clients are home to answer the door. Weekday door knocking can be utilized, but it is more difficult because agents will be interrupting dinner for the potential customers. MEDIUM - Radio Advertising, Neighborhood Parties Start date: 6 months after start date from the LOW stage Total Monthly Cost: $650.00-$750.00 Agents should be having a clear view of ROI from the LOW stage to determine whether or not transitioning into this stage is viable. Total monthly cost does not include costs derived from the LOW stage and should be maintained while adding promotions from this MEDIUM stage. Total cost is determined from 2 radio advertisements a month during peak times, as well as two neighborhood parties a month. Adjustments to price can be negotiated with radio station sales representatives. 15 second spots are cheaper and might be viable to add more per month if the radio station chosen will give discounts.
HIGH- Billboard and Financing Seminars Start date: 2 years after start date from the LOW stage. Total Monthly Cost: $3500.00 – $4500.00 The total monthly cost is initially large due to the cost of financing seminars. Since these seminars will only take place once every 6 months or once a year, the total monthly cost should be closer to $3500.00 to maintain the billboard in a prime location on 575 northbound or Georgia 400 northbound. There are digital signs that allow multiple advertisements per sign and can be used to lessen the cost of the billboard price, but a sacrifice of viewership will be incurred. Flyers should also be added to bring to the seminars to promote the agency and partnered mortgage companies. Negotiating with mortgage companies for costs incurred during these events will determine how much money can be saved for the agency. Evaluation All clients should be able to fill out a survey, post closing, for JHR to better understand what is working and what is not. The phrase "how did you hear about us?" is extremely important. This will determine where the client heard about JHR and which media advertising is working the strongest. Adjustments should be made if it is found that any of the promotional plans are lacking ROI. If it is found that one of the promotional media is not working to the standards of the agency, then the plan should be pulled and adjusted. Further research into client responses from the survey can also be determined by asking qualitative questions to better understand what works for each type of personality in each prospect. If new agents are still having problems with ROI while working in the “Low” stages of the marketing plan, then a meeting should be set between broker and agent to discuss the issues. The broker should setup a role play scenario and create difficult closing situations that the agent needs to overcome to close the sale.
SOURCES Radiostations http://www.gaebler.com/WWVA-FM-GA-Radio-Advertising-Costs++25051 https://tlr.nielsen.com/tlr/public/ratingsDisplay.do?method=loadRatingsForMarket http://fitsmallbusiness.com/radio-advertising-costs/ Market Trends http://hankmillerteam.com/2015/11/2016-atlanta-area-real-estate-market-forecast/ http://urbanland.uli.org/news/u-s-real-estate-economists-growing-cautious/ http://www.forbes.com/sites/billconerly/2015/12/10/housing-forecast-2016-2017-two-years-of-growth/#ec98dcb7add5 billboard prices in Georgia http://www.outdoorbillboard.com/billboards-for-rent/georgia/all

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JHRMarketAnalysis

  • 1.
    Real Estate Sales. Marketingand Promotional Plan By Rob Hamilton
  • 2.
    Executive Overview This marketingplan’s purpose is to increase the number of potential customers by 50% exponentially each month by utilizing the three stage (“Low” “Medium” and “High”) marketing objectives defined below. All agents can start wherever they desire and are only limited by their financial ability. Market Review  Trends Overview Currently, it is a seller’s market. The most common phrases heard in the office are "I can't find a home" or "my home sold in less than a week for full price." As long as the interest rates stay as low as they currently are, and new construction continues to rise, home prices will gradually rise along with this trend, but interest rates are expected to go up gradually over the next two or three years (as predicted by economists) which means home prices will level out. Although this transition will make it easier for buyers to find a home (within the price ranges of 150-250k), it will also make it slightly more difficult for buyers to afford the financing with higher interest rates. The following marketing plan will be applicable through 2018 based on these trends.  Market Segments o Residential (increasing this segment will be the main focus of this marketing plan)  Buyers  Sellers o Commercial  Business owners who wish to lease or purchase o Industrial  Factories/Mills  Target Market o Primary: “Life Starters” Ages 25-35, married, bachelors degree, $70-$100k per year, $170-$250k home price range. o Secondary: “Imminent Retirees” ages 50-65, retired or almost retired, masters degree, $150-$200k per year, $300k+ home price range.
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    Competitive Review  Whentraining at the Barney Fletcher School for real estate professionals, the first item they write on the board is 87%. This number represents the amount of the class that will fail as a realtor. The reasoning behind this is because of the massive amounts of competition and the difficulty of managing motivation when it comes to sales. Direct competitors are everywhere. From Remax greater Atlanta, to family owned small real estate companies like Jack Hamilton Realty. The key to standing out within the competition is to maintain the company focus. In this case, customer intimacy and emotional intelligence of the staff. People allow agents to work for them strictly based on their knowledge and the feeling of a priority within the company. The best way to set ourselves apart from the competition is to maintain focus and always find ways to talk real estate in every scenario. Situational Analysis Strengths  Emotional Intelligence  30 years experience  High networked pipeline of lawyers and finance professionals  REO experience Weaknesses  Staying motivated  Following up with long term prospects  Social media management  Promotions Opportunities  Interest rates are at record lows  Home prices are increasing (seller opportunities)  Fed projected to create new loan opportunities for home buyers Threats  Interest rates will increase gradually in the next year  Low inventory for buyers.  Home prices projected to grow 4.4% in 2017 (threat to buyers)
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    Goals and Objectives Sales Objectives Based on the results from the top agents, the average sales per month is around 2.5. Most agents make 50 sales calls a week. This means that the current sales ratio is 1 sale per 100 prospects called. The objective of this plan is to increase the amount of prospects the agents talk to by 50%. (increase prospects by 100/month) for example if each agent is able to increase the number of prospects they will, in turn, increase the number of sales exponentially each month. Since cold calling regulations make it extremely difficult to call prospects at home, In person prospecting is the most efficient form of increasing sales objectives.  Marketing Objectives New Agents: All beginning agents should maintain focus and motivation while implementing the “LOW” section of the marketing plan. 2 months, agents should see an increase in ROI. 6 months, agents should be financially stable enough to make the decision to transition into the “MEDIUM” section of the marketing plan. 2 years, agents should make the decision to transition into the “HIGH” section of the marketing plan.
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    Strategies  Positioning Positioning isan effort to influence consumer perception of a brand or product relative to the perception of competing brands or products. Its objective is to occupy a clear, unique, and advantageous position in the consumer's mind. In this case, Jack Hamilton Realty focuses on emotional intelligence and customer intimacy as their brand position. All customers, whether residential or commercial, are treated with the upmost importance the moment they walk through the office door. Agents within the office recognize the necessity of building close relationships with these prospects because a large percentage of their business is based on referrals, but it's not just referrals being the reasoning behind the fantastic customer intimacy, it's also the fact that they actually care about each individual customer and this comes through at the point of contact. This will be the focus of this plan, to communicate the expert customer intimacy through different mediums and increase brand awareness.  Pricing Jack Hamilton Realty does not currently adjust their prices based on the service provided. They mainly offer 3% of the sales price for buying or selling residential and 7% for representing both at the same time. Now this could hinder certain prospects from turning over because competition offers lower prices based on service. Most competition claim low priced listings, when actuality, they decrease the level of service on top of the price reduction. For example, Duffy realty offers a base listing service of 500 dollars. This price is advertised to bring in more clientele and then, once the customer realizes that the 500 dollar listing service only includes a sign in the yard and a post into the multiple listing service, the customer will end up choosing a higher percentage based price because the extra service is needed to sell the home Recommendations: JHR should offer a "step" scale for the listings starting at $500 dollars for sign and MLS. Then moving up to 1%-3.5% depending on the customers requested level of service. This can be advertised on the radio and in magazines to help draw more clients into the building.
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     Communications/Promotions Print advertising:currently, JHR agents spend on average around $125.00 per month to advertise in pamphlets that are placed in waiting rooms of offices and restaurant entry ways. There are no forms of communication post closing that currently measure the effectiveness of this promotion method. Recommendation: Setup a post closing survey that only takes 5 minutes of the client’s time. One of the important questions should be “How did you hear about us?” This will make it easier to track the different sales promotions and whether they are working correctly. Promotional Flyers: Create a flyer that can be utilized with all face to face contact for potential customers. Potential Cost: $20.00-$50.00 depending on number of copies. Recommendation: “Refer a friend for a free credit check!” discuss this option with the strong network of mortgage companies currently available at JHR and see if they will partner up with the cost as well as the free credit score. JHR can offer to post the mortgage companies label on the flyer. Coupon cannot be collected until the referred client closes. Radio Advertising: taking a 15 to 30 second ad is a great way for JHR to build their brand image and support the other methods of promotion. The timing of the ad would be crucial to reach the desired target market. Ideal spots would be mornings (7:30AM), lunch (12:00PM), and evenings (5:30PM). Potential Cost: $350 per 30 second advertisement. Script: Ad starts off with customer reviews one after the other. “Everyone said buying a home would be difficult, but Jack Hamilton Realty was with me every step of the way”. “JHR was patient with us, taking time to answer every question my wife and I had. We never felt rushed into a decision.” “You’re not just working with one agent when you use Jack Hamilton Realty, they all treat you like family and make you feel right at home.” Enter Agent’s voice.
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    “Purchasing a homewill be one of the biggest decision you make in your life, we make it the easiest. It’s my job to help people, no credit, bad credit, everyone matters to us.” Enter narrator voice with a custom jingle in the background (This jingle will be a part of the brand recognition and should be used in all future ads.) “Call Jack Hamilton Realty today, make your biggest decision in your life, the easiest” “Contact info here” END SCRIPT YouTube Video: JHR should consider creating a YouTube video that explains the entire home purchasing process from beginning to end. This will be a great promotional tool that can couple with any of the other promotions. Agents can use the web address for the Youtube video as a tool that helps each prospect learn about the entire process before committing to the purchase. Agents can also watch the video with their prospects to answer any questions that come up at the last minute. Potential cost: Managed in house, Free Recommendations: Film the video completely in front of a green screen and edit simple graphics that make it look like the agent in the video is interacting with the graphics themselves. For example, the agent walks in to introduce themselves and the video, calendars can pop up to his or her right side when they point. These calendars can display the acceptance date, inspection dates, financing dates, and closing date. Giving prospects a visual of the process is pinnacle for understanding it as a whole. Neighborhood “Parties”: each client that purchases a home should be offered the opportunity to host a "get to know your neighbors" party at their new house. JHR will provide the snacks and some door prizes. The idea behind this method is to introduce the customer to their neighbors as well as increase brand awareness and networking for the JHR brand. A representative will join the party (usually the agent that helped that client) and help with the hosting. The main goal, for the agent, is to increase their network of possible prospects Potential cost: $100.00-$200.00 depending on amount of prizes and expense of food. Billboard: although on the expensive side, a long term plan should be made up to rent a billboard located northbound of the perimeter either on 575 or 400. This is another way to increase the JHR brand name through mass advertisement. Potential cost: $1500-$2200.00/month Billboard Ideas: Show a large picture of Agent on the left side with the slogan across the top “Making your biggest decision the easiest for the past 30 years” In this case,
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    simplicity is bestso drivers can easily recognize the brand and slogan. Contact info should be placed in large lettering on the base of the billboard. Financing Seminars: there are many prospects out there that currently rent/lease their home or apartment because they feel they cannot afford to purchase a home for themselves, but the fact is that there is a lack of knowledge in new loan programs that provide up to 95% financing with very little credit needed. The idea behind financing seminars is to rent out space during popular conventions that will advise and inform people on their current situations and availabilities for loans. JHR will partner with trusted loan officers from mortgage companies of their choosing and speak in front of 150 to 200 potential prospects at a time. These prospects who want to learn more can leave their name and number or business card for JHR to return their call and answer any questions as needed. After the seminar is over, each agent that spoke to the group should attempt to meet all the potential clients while they exit the convention area. This will improve chances of turning prospects into customers. Price is based off average GWCC seminar theaters. Potential cost: $2500.00/day for less than 300 seats. Recommendations: The best way to achieve this is for Jack Hamilton Realty to partner with as many mortgage companies that are willing to split the cost of the seminar. They will benefit by sponsoring these events because of the publicity. Knocking Doors: many neighborhoods have "no solicitation" signs posted at the entrances, but for the ones that do not, JHR can spend a weekend going door to door discussing different options for different prospects. This will have to be experienced agents only because each potential customer will have different issues that can help close the sale: Financing, equity, and credit just to name a few. The point of this is to increase the amount of listings for JHR Potential cost: between $20.00 and $35.00 depending on how many flyers are passed out to each potential client. ++START SCRIPT++ *agent knocks door and it opens” Agent: “Hello! We are walking around and asking your neighbors; who do you know that may be interested in buying or selling a house?” The idea behind asking “who do you know” takes the pressure away from the subject and turns their thought process towards their knowledge of friends that fit the profile. If they themselves want to buy or sell a home, they will acknowledge this fact. Prospect: “Oh, well, we just bought this house, but my friend is interested in getting a house soon.”
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    Agent: “fantastic, purchasinga home is one of the biggest decisions they will make in their life, our job is to make it the easiest.” *stick out hand to shake prospects “My name is AGENT NAME, nice to meet you.” Prospect: “likewise, I am John Doe” Agent: “Well John, is there any way I could talk get your friends contact information? He or she has no obligation to purchase, we just want to inform them so they make the right decision.” Prospect: “Uhh, I’m not sure he would want me to give out his info to a stranger.” Agent: “Totally understandable John. How about we call him together using your speaker phone?” Pause, smile and wait for a response Prospect: “ I guess there is no problem with that…” Phone rings…. ++END SCRIPT++ Experienced agents will be able to recognize a waste of sales time based on the prospects body language and facial expressions. If they are short and interrupt you, then they aren’t worth the time and the conversation should be closed quickly to move on to the next home for optimal efficiency. Of course, trial and error and adjustments will need to be made to the script because each prospect will be different. Below is a list of all the subdivisions in Woodstock that range between $150k - $200k to get started. Allatoona Downs Allatoona Shores Allatoona Woods Ansley Forest Applewood Audubon Forest Belmont Bentley Hills Bluff creek Bramble Oak Brentwood Briarwood Brookshire Park Cardinal Woods Cedar Hollow
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    Chadds Ridge Cherecobb Estates Cherokee Forest Cherokee Hills Cherokee Meadows Colemans Bluff Colemans Landing ColonyWoods Countryside Villas Crabapple Falls Creek Hollow Creekview Daventry Deer Run West Deerchase Dobbs Estates Driftwood Forest Eagle Glen Eagle View Eagle Watch Emerald Cove Etowah Valley Farmington Glendale Forest Glens at Kingsgate Hearthstone Hickory Creek Hickory Flat Hickory Glen Hill Crest Holly Creek Estates Kingston Square Knotts Landing Laguna Springs Lebanon Place Little River Crossing Magnolia Walk Matthews Crossing Mirramont Old Farm Olde Mill Ford Park at Kingsgate Park Place Park View at Towne Lake Pioneer Crossing Port Victoria Quail Woods Regency at Kingsgate Ridgewood River Oak River Plantation Riverchase
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    Riverlake Landing Rivers Edge RockyCreek Rose Creek Saddlehorn Savannah Place Southern Oaks Stockwood Estates Stonecroft Sunnybrook Towne Lake Hills Township Place Trickum Hills Victoria Crossing Victoria Downs Victoria Landing Walnut Creek Waterford Weatherstone The Woods Social Media: social media is the strongest way to maintain the current client base as well as expand to new prospects. A large portion of time should be spent creating a business Facebook page for JHR, as well as Twitter, and Instagram. Updates on events and financing can easily be communicated on a massive scale across all potential customers and strengthens the lines of communication between customer and agent. Social media also acts as method to increase brand awareness. Updates from JHR once or twice a week will appear in the news feed of all followers and constantly increase the business recognition for real estate sales. Don’t forget the slogan! Potential cost: Managed in house: Free. Websites: Trulia and Zillow offer similar price points for advertising on their website. Trulia, for example, offers three steps $30,$70, and $200. As the price goes up, the amount of listings and prospective leads offered increases. These websites may increase listing awareness for buyers who are not yet represented by an agency and therefore could bring in more prospects. Potential cost: $30.00 for 1 featured listing, $70.00 for 3 featured listings, $200.00 for 10 featured listings. Recommendations: Revamp the current Jack Hamilton Realty website to increase search engine optimization. (SEO) Placing key words inside the front page of the site will increase the chances of making the front page results of a Google search. For example, “Best Realtors,” “Real estate in Georgia,” or “Atlanta’s top real estate agents” just to name a few.
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    Action plan andimplementation This action plan is broken down into three important sections. Low, Medium, and High. The idea behind the breakdown is for agents of Jack Hamilton Realty to start on the “Low” section until revenue picks up and they are financially able to transition into the “Medium” and “High” stages. There is no correct timeline to make the transition into the upper levels, it is at each agents discretion. That being said, a typical timeline is written for those who wish to make the transition the fastest. Some agents, depending on experience, will be able to close more sales than others due to knowledge of the real estate market as a whole and the level of emotional intelligence they use to relate to each prospect. LOW – Social Media, YouTube, Knocking doors, Print advertising, Trulia and REO Start date: immediate Total monthly cost: $230.00-$430.00 Agents should start by updating their business social media sites to control all clients from beginning to end. YouTube video should be created and implemented with every aspect of social interaction with the prospects. Print advertising should be created and customized to fit each individual agent’s needs and wants, but ultimately the focus of customer intimacy and emotional intelligence should come through in the advertising. The slogan “Making one of the biggest decisions in your life, the easiest!” should be used with all promotions. Weekends will be ideal for knocking doors, preferably between 3pm and 5pm on Saturdays to make sure most potential clients are home to answer the door. Weekday door knocking can be utilized, but it is more difficult because agents will be interrupting dinner for the potential customers. MEDIUM - Radio Advertising, Neighborhood Parties Start date: 6 months after start date from the LOW stage Total Monthly Cost: $650.00-$750.00 Agents should be having a clear view of ROI from the LOW stage to determine whether or not transitioning into this stage is viable. Total monthly cost does not include costs derived from the LOW stage and should be maintained while adding promotions from this MEDIUM stage. Total cost is determined from 2 radio advertisements a month during peak times, as well as two neighborhood parties a month. Adjustments to price can be negotiated with radio station sales representatives. 15 second spots are cheaper and might be viable to add more per month if the radio station chosen will give discounts.
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    HIGH- Billboard andFinancing Seminars Start date: 2 years after start date from the LOW stage. Total Monthly Cost: $3500.00 – $4500.00 The total monthly cost is initially large due to the cost of financing seminars. Since these seminars will only take place once every 6 months or once a year, the total monthly cost should be closer to $3500.00 to maintain the billboard in a prime location on 575 northbound or Georgia 400 northbound. There are digital signs that allow multiple advertisements per sign and can be used to lessen the cost of the billboard price, but a sacrifice of viewership will be incurred. Flyers should also be added to bring to the seminars to promote the agency and partnered mortgage companies. Negotiating with mortgage companies for costs incurred during these events will determine how much money can be saved for the agency. Evaluation All clients should be able to fill out a survey, post closing, for JHR to better understand what is working and what is not. The phrase "how did you hear about us?" is extremely important. This will determine where the client heard about JHR and which media advertising is working the strongest. Adjustments should be made if it is found that any of the promotional plans are lacking ROI. If it is found that one of the promotional media is not working to the standards of the agency, then the plan should be pulled and adjusted. Further research into client responses from the survey can also be determined by asking qualitative questions to better understand what works for each type of personality in each prospect. If new agents are still having problems with ROI while working in the “Low” stages of the marketing plan, then a meeting should be set between broker and agent to discuss the issues. The broker should setup a role play scenario and create difficult closing situations that the agent needs to overcome to close the sale.
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