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Modified ABR Marketing Segment
This document discusses developing a personal marketing plan. It recommends defining objectives and goals, targeting a specific audience, differentiating yourself, refining your message, determining the best media, creating an action plan and schedule, preparing a detailed budget, and measuring results. It also provides tips for finding qualified buyers and reaching out to potential buyers. Obtaining an ABR designation can help provide a market edge.
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Modified ABR Marketing Segment
- 1. In this chapter Developing a personal marketing plan Finding qualified buyers Reaching out to potential buyers Using your ABR as a market edge •7- 1 149
- 2. 1. Define yourobjectives and goals 2. Target a specific audience 3. Differentiation 4. Refine your message 5. Determine the best media 6. Create your action plan and a schedule 7. Prepare a detailed budget 8. Measure your results •7- 2 149
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- 6. Designation Firm 1% Caring / Good 4% Listener Other 10% 5% Honesty 29% Knowledge of Area 12% Agent is Friend / Reputation Family 22% 17% •You should know the client / customer’s expectations as well as their needs*
- 7. People you know People you don’t know Referrals Events Marketing media Interviews Other opportunities •7- 8 152
- 8. All buyers First-time Repeat buyers buyers Real Estate Agent 85 % 84 % 85 % Internet 80 % 83 % 78 % Yard Sign 63 % 63 % 62 % •7- 9 155
- 9. Develop a presentation package Write newspaper and magazine articles Create a newsletter – snail mail or electronic Consult with a publicist Telemarketing Market to companies relocating to your area Develop contacts with property management firms Present home buying seminars •7- 10 156
- 10. 1. Logo Design ◦ www.eLance.com ◦ www.HobbsHerder.com ◦ www.gimp.org ◦ www.Picnik.com 2. Slogan 3. Your Real Estate Image 4. Color and Style 5. Personal Appearance 6. Stay Consistent Branding presents consumers with a consistent vision or image*
- 11. 93% of homebuyers used the Internet as an information source 87% of buyers search the Internet to find property information, 3% to find a real estate agent •7- 12 158
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- 14. 170% Growth in 35-45 year olds in past year Average age of a user is 32 Majority are College Graduates Largest increase of users are those over 55 in the past year 175 million active users Average users have 120 friends 18 million update daily Over 3 Billion minutes spent on Facebook daily ◦ Source: http://www.facebook.com/press/info.php?statistics •www.TheAgentTrainer.com
- 15. Most Useful Information ◦ 84% Photos (At least 6) ◦ 82% Detailed Listing Information ◦ 60% Virtual Tours / Real Estate Shows ◦ 39% Maps ◦ 37% Neighborhood Information ◦ 26% Agent Information Average time for REALTOR to respond to consumer inquiry = 52 Hours Average number of pictures per listing = 2 •www.TheAgentTrainer.com
- 16. Benchmark of excellence in buyer representation Emphasize your education focused on representing buyers and demonstrated experience •7- 17 159
- 17. REBAC’s Consumer Focus National advertising campaign promoting ABR® and ABRMSM National press coverage Wall Street Journal, USA Today - 1,500 daily newspapers - 8,500 suburban weeklies Nearly 350 nationally broadcast commercials on the radio •7- 18 159
- 18. Swanepoel: “87% of Brokers feel that servicing smarter and more informed consumers as their largest concern” Marc Davidson, 1000 Watt Consulting: “How long can a trillion dollar industry sustain disregard for the iPOD, MySpace, Facebook, YouTube, Starbuck s, text messaging and brand conscious consumers?” •www.TheAgentTrainer.com
- 19. Postcards Ad slicks Press releases Logos and stickers Your own home page with your own URL – www.rebac.netYour name Homebuyer’s Toolkit •7- 20 159
- 20. •7- 21 161
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- 22. You’ve completing the first step to achieve the Accredited Buyer’s Representative designation! Next Complete one elective course Document five completed transactions Maintain REBAC membership •7- 24 163