7. Why Clients Chose Their Agent You should know the client / customer’s expectations as well as their needs*
8. Generation 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
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10. Learn how and where to invest your money to get the optimal return on investment
13. Developing a Budget Business Expense: Those Expenses incurred as a “cost of Doing business.” Promotional Expense: Income producing expenses incurred in an attempt to generate leads and attract business. Page 1 Page 1
14. Business vs Promotional Expense _P_ Development Brochure _B_ Add Fax _P_ Mailings Development _P/B_ Postage _P_ Newsletter _B_ Digital Camera _P_ Newspaper Ad* _P/B Printing _B_ Outside Assistance _P_ Web page _B_ Convergence Device _P_ Internet Service _B_ Cell Phone _B_ Computer 15% to 20% of your Gross Income should be invested into Promotion and Marketing* Page 1 and 2 Page 1 and 2
16. Marketing Requires Adequate Funding Don’t try to outspend “mega producers” Start with people you know, who know you; your neighbors, and your sphere of influence. Here are a couple of easy and inexpensive ideas that work.
20. What is Marketing? Marketing is the sum total of all that is done to promote the sale of a service or product
21. Immediate Business 1. Regular and Consistent Contact 2. Consistent Format 3. Periodic Personal Contact 4. Follow-up and Ask for referrals 5. Generate Clients from Listings (not “Use your sellers”) Page 9 Page 9
22. Prospecting examples: Open House Door Knocking Telemarketing (Cold Calls) Client Parties Networking events Social Functions Community Events Seminars Booths at events Teaching and Speaking opportunities Any more? Page 8
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25. What’s your USP? (Unique Selling Position) What makes you different? How would I benefit if I chose your services? You better have answers when the questions begin!
26. You Must Avoid Appearing Like Everyone Else What Makes You Different? How do you demonstrate your Unique Selling Position? Page 10
27. “What we hear and see over a prolonged period of time we tend to believe is true” Spatial Repetition helps embed your message in the heads of your target audience and creates TOMA (Top Of Mind Awareness).
28. Your name should become the name buyers and sellers think of when it comes to Real Estate TOMATop Of the Mind Awareness
37. It will give you a position in the customer’s mindPage 12
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40. Where as some clients / consumers prefer seeing a photograph of the agent, it is not always necessary and sometimes can distract from the actual message.
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42. Tools for Branding 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* Page 12
43. Self Evaluation Who is the your specific audience? What image do you want to project? What Does your Brand say? Are you accomplishing your goal?
62. List Your Creative Ideas ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
63. Niche Marketing What is a Niche Market Specific Group versus General Public* Advantages Easier to make personal contact Database management Focus on marketing dollar Disadvantages Smaller pool of prospects* May alienate some consumers (luxury homes) Page 13 Page 13
64. Questions About Your Niche What do I know about my niche? What do we have in common? Am I comfortable with them? Where can I find them How do I reach them? What do they need? How can I help them, where other’s can’t? If I select a niche can I change it?* Choosing a niche is not like choosing a geographic farm* Page 14
102. You only have 3 to 5 seconds to capture the readers attention
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104. Introduce your Services to your Sphere of Influence Valuable Coupon ONE FREE HOUR OF REAL ESTATE CONSULTATION Coupon is Fully Transferable Valid until 12-31-2009 $125.00 Value
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106. Today’s buyers and sellers are 35, today’s agent is 55. Our buyers and sellers grew up with technology and expect their agent to be tech-savvy. Page 18
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108. What is Technology’s Role It’s a tool to provide better service It’s a Lead Generator Advertisement Necessity We only use 10% of our available software on our PCs
109. The Human Factor Don’t assume they prefer e-mail Get a face to face meeting as soon as possible Meet with Client when getting Documents Signed Remember technology is a tool and not a replacement for YOU! Be Patient Use the PHONE
110. Who is On-Line? NAR Statistics (2006) On-Line Consumers 38% are between 25-34 years of age 67% are Married 17% are Single Females 8% are Single Males Median income is $70,700 per year
111. What are they looking for? 93% looked for Homes 21% Area Information 5% Real Estate Company 3% Real Estate Agent Webpages should be your electronic brochures and relocation packet* Webpages should not contain a log of movement…*
112. On-Line Personalities Easily Dazzled Information Hungry Usually between 23 and 44 years old Want Constant Interaction Typically not very loyal Easy to get information to Want Tech Savvy Agent
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114. A good way to collect e-mail addresses is through your web site. Have an opt in feature.
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117. Virginia Required Internet Rules (18VAC135-20-190) Agents name and licensed status must be disclosed on all solicitations or business related pages and e-mails. Brokerage Name, address and phone number must appear on all webpages in the first viewable section. Both must disclose all the locations in which they hold a license.
118. Internet Rules I All internet advertisement is under the direct supervision of the Broker. Instant messages are exempt so long as previous disclosures have been made. Chat Rooms – Disclosure must be made in ever instant that business services, recommendations or solicitations is to be made.
119. Internet Rules II Banner Ads – Disclosure link must be disclosed on the banner itself, can be a hyper-link. Cannot show listings “For Sale” if they are under contract or sold. NAR Rule – “REALTOR” cannot be used with any adjectives
126. Webpage Example: Not So Good Even if you’re proficient with the computer, you should consider hiring someone is to do your webpage*
127. Working it Out Refer to budget and make adjustments Don’t be a “lone ranger” Get help, as needed: Other agents in your office Virtual Assistants Industry Blogs Past Clients Others? Make sure you have current and accurate information and data* Page 25
128. Social media is people talking with other people on the internet!
129. Swanepoel Reports “Failing to make a decision (to change) is simply not an option – the market will make one for you.” (2008Swanepoel Report) “Generation X and Y are growing up with a poor perception of the real estate industry.” “They believe they can and should fix it.” (2008 Swanepoel Report) www.TheAgentTrainer.com
130. The What and Why of Real Estate 2.0 www.TheAgentTrainer.com
131. Rule Number One Send e-mail only to those who have “opted-in”
133. The What and Why of Real Estate 2.0 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, Starbucks, text messaging and brand conscious consumers?” www.TheAgentTrainer.com
142. RSSBlogs Social Media Wiki Widget Aggregation Avatars Posts Comments Subscribing Tags
143. Must Read Sites www.AgentGenius.com www.Inman.com www.VARBuzz.com http://sethgodin.typepad.com http://narblog1.realtor.org Your Local Newspaper You Local Association's Blog
148. Video – Where and What Create videos for multiple uses Corporate welcome message Your clients recommending you Product Demo Listings Communities Niches
149. Video – Where and What Redistribute videos in multiple venues Website Yours and others Newsletters E-mail campaigns CDs
151. Benefits of Blogs Blogs are effective at Spreading a message Establishing credibility and authority Connecting groups of interested readers Networking Giving a brand a human face Reaching a wide audience Getting exposure
152. How Do You Get Started? Find a Publisher – if you want to publish Wordpress Many websites offer one-click install of blog software Activerain offers a free blog to REALTORS® at www.activerain.com
153. Publishing with RSS How are they read? Through Internet Explorer Through E-mail On a BlackBerry On a computer Through Instant Messaging Widgets
154. Promoting your Blog On all marketing materials Website E-mail signature Brochures Notes to clients Share articles Have property search on blog
160. Rule Number Two Always honor user requests to opt-out. Make it a simple process and include a Web site address in every message that allows the user to opt-out.
161. Rule Number Three Confirm everything by e-mail: The initial opt-in, requests, and changes in the customer profile.
162. Rule Number Four Avoid asking for too much information. Instead, structure your program so that you gain more information over time.
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164. Customers give you their e-mail address in exchange for something of value
