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Developing Your Unique Marketing Style Cathy Harrington, Director of Marketing

Agent training unique style 1_2010

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Page 1: Agent training unique style 1_2010

Developing YourUnique

Marketing Style

Cathy Harrington, Director of Marketing

Developing YourUnique

Marketing Style

Cathy Harrington, Director of Marketing

Page 2: Agent training unique style 1_2010

AgendaAgenda

• Prospecting, Prospecting!

• Focus on the Consumer

• Marketing on the Internet

• Prudential Marketing Tools

Page 3: Agent training unique style 1_2010

ProspectingProspecting

Page 4: Agent training unique style 1_2010

Get your pipeline flowingGet your pipeline flowing

To secure new and repeat business and referrals, create an action plan to make monthly contact with:

• New leads

• Sphere of influence

• Residents in farm area

• Local business owners

• Past clients

Page 5: Agent training unique style 1_2010

New leads: be patient and consistent

New leads: be patient and consistent

• They may not buy within the next 90 days – take a long term approach

• Learn to communicate the strengths that you bring to the table

• Email: Sign them up for Property Alerts, send eNewsletter, info relating to their personal interests, i.e. gardening, travel

• Mail: Send personal notes, market report, monthly newsletter, Yahoo! flyer, neighborhood specialist card

Page 6: Agent training unique style 1_2010

Sphere of influence: stay top of mind

Sphere of influence: stay top of mind

• 44% of buyers and 43% of sellers say they were referred to their agent by a friend, neighbor or relative.

• Database of 100-300 people who know you.

• Find reasons to contact them consistently.• Send info re real estate market, refinance

tips, info on how to build equity, newsletter• Friend-request them on Facebook

Page 7: Agent training unique style 1_2010

Your farming area: become the familiar name

Your farming area: become the familiar nameEvery 30 days, send out a mailer to your farm:

– News on local community events– Tips on selling or remodeling a home– Updates about what properties are selling

for in your particular area• Prepare end-of-the-year report on average

days on market, average sales price and list to sales price ratio.

• Put a face to your name.

Page 8: Agent training unique style 1_2010

Local business ownersLocal business owners• A great source of referrals!

• Be the market expert

• Keep them informed about local real estate conditions

• Many are first point of contact for families moving into the area

• Produce high quality materials

• Visit in person and ask for referrals

Page 9: Agent training unique style 1_2010

Opportunity: Past Clients

Opportunity: Past Clients

• 70% of buyers and 63% of sellers say they would definitely use their agent again or recommend them.

• Yet only 11% of buyers and 28% of sellers use the same agent.

• Huge disconnect!

Source: NAR

Page 10: Agent training unique style 1_2010

Past Clients: They know you

Past Clients: They know you

• Don’t let your hard work go to waste

• Develop an action plan to remain in consistent contact

• Let them know you’d appreciate their referrals!

• It’s never too late

Page 11: Agent training unique style 1_2010

Stay in TouchStay in Touch

• Mix “touchie feelies” like birthday cards, holiday cards with “timely and relevant” content on the industry, a client’s neighborhood, etc.

• Reach your clients on a variety of media, i.e.: postal mail, email, social networking, phone calls, etc. Vary your approach to achieve high frequency without “fatiguing” your database.

• The quality of your materials should be in line with what you want your image to be - thus, I advise against cheap postcards and chachkies.

Page 12: Agent training unique style 1_2010

Stratify your messagesStratify your messages

• Create a unique message for each of your audience segments

• Targeted messaging boosts response and customer loyalty.

Page 13: Agent training unique style 1_2010

Include a Call to Action:what do you want them to

do?

Include a Call to Action:what do you want them to

do?• Sign up to get my Quarterly Market Report• Learn how you can buy your next home for

less than the cost of paying rent• Subscribe now for free tips on foreclosures

and short sales• Get a Home Evaluation• Learn about pricing trends• Get Advice from a Real Estate Professional

Page 14: Agent training unique style 1_2010

Job #1Job #1

Build your Sphere and Farm contact database – be sure to gather emails!

Page 15: Agent training unique style 1_2010

Become Consumer Centric

Become Consumer Centric

Page 16: Agent training unique style 1_2010

Consumers: How have they changed?

Consumers: How have they changed?

• Challenging to reach and build relationships due to technology

• Want instant gratification

• Rapidly evolving

• They are leading us to the web

Page 17: Agent training unique style 1_2010

Can the "me, me, me" show

Can the "me, me, me" show

• Today's homebuyer doesn't care about you

• They care about is WIIFM -- What's In It For Me?

• Prove your value to build trust• Your web site: Keep your pedigree

and industry designations, awards on your “About Me” page, not on your front page.

Page 18: Agent training unique style 1_2010

Choose your niche and OWN itChoose your niche and OWN it

• People want products and services that are specifically tailored to them

• Don’t try to be the one stop shop for everything.

• Make prospects believe that you are THE specialist in one thing and they will come back to you every time.

Page 19: Agent training unique style 1_2010

Does your professional niche brand you as a real estate expert, or someone who sells real estate? Does your professional niche brand you as a real estate expert, or someone who sells real estate?

• Study customers, learn everything you can about them, how do you reach them?

• Communicate to them in a way they want: blogging, email, phone, etc.

• What do you know best: First time buyers? Women? Short sales? Trustee sales? Move-up buyers? Fine Homes?

Page 20: Agent training unique style 1_2010

Marketing best practicesMarketing best practices

• Consistency• Protect your image• If it looks like you printed it on your home

computer, don’t send it• Must be professional, and make you stand out• Use great photography• Include all your contact info + photo• Include a great headline• Proofread! Typos are credibility-killers• Use a call to action

Page 21: Agent training unique style 1_2010

Marketing Your Listingson the Internet

Marketing Your Listingson the Internet

Page 22: Agent training unique style 1_2010

What Do Buyers Want Most

When Searching Online for Homes?

What Do Buyers Want Most

When Searching Online for Homes?

Page 23: Agent training unique style 1_2010

How Buyers Found their Home: 2009

How Buyers Found their Home: 2009

NAR: 2009 Survey of Homebuyers and Sellers

Page 24: Agent training unique style 1_2010

How Buyer Found AgentHow Buyer Found Agent

Referred by

Previous client

Internet website

Sign

Open House

Referral/agent

Company referral

Floor

Email from agent

Ad

Other

Page 25: Agent training unique style 1_2010

Educate sellers about the Internet vs. newspapers

Educate sellers about the Internet vs. newspapers

• Educate consumers (especially our sellers) on where buyers are finding the homes they buy.

• Update our Listing Presentations to include this information and modify expectations.

Page 26: Agent training unique style 1_2010

Realtor.com leads in page views among online real estate consumers.

Page 27: Agent training unique style 1_2010

Your listings on realtor.com

Your listings on realtor.com

• Company sponsored • You get the leads with one hour response

time required• We enhance listing for you with MLS

comments, additional photos• Add VT at no cost• Talk to your office administrator to get

started

Page 28: Agent training unique style 1_2010
Page 29: Agent training unique style 1_2010
Page 30: Agent training unique style 1_2010

Advertise Your Open Homes Online

Advertise Your Open Homes Online

Enter your Open Homes to WebTop, and they appear on:

• Google.com• Prurealty.com• Realtor.com• Trulia• Frontdoor/HGTV

You should add your Open Home to:• Craigslist.com• SFOpenHome.com• Redfin.com• Postlets.com• Movoto.com

Page 31: Agent training unique style 1_2010

Your PrudentialMarketing Resources

Your PrudentialMarketing Resources

Page 32: Agent training unique style 1_2010

PrintShop on WebTopPrintShop on WebTop

Available Products include:• Just Listed & Just Sold Postcards• Business Cards• Welcome Postcards• Property Flyers• Fine Homes Flyers & Postcards• “Card of the month”• Monthly eNewsletter• Consumer flyers• Hispanic materials• CMA cards

Page 33: Agent training unique style 1_2010

PrintShopPrintShop

• Overnight delivery on orders placed by 2 pm PST

• Professional designs unique to PCR

• Ship to you or to your mailing list

• Access on your desktop –

• Over 300 designs to choose from

Page 34: Agent training unique style 1_2010

Brand yourself as the Neighborhood

Specialist

Brand yourself as the Neighborhood

Specialist• Neighborhood

specialist card – 3 designs

• Send quarterly• You list recent sales in

your farm• Overnight delivery if

ordered by 2 pm PST• $ .39 (B & W back) or

$.49 (color back)

WebTop>Marketing>PrintShop

Page 35: Agent training unique style 1_2010

Just listed/Just sold postcardsJust listed/Just sold postcards

Page 36: Agent training unique style 1_2010
Page 37: Agent training unique style 1_2010

WebTop < Marketing < PrintShop

Page 38: Agent training unique style 1_2010

Short sale brochuresShort sale brochures

Page 39: Agent training unique style 1_2010

Useful Documents: Your personal market centerUseful Documents: Your personal market center

• Sellers Presentations• Buyers Presentations• Quarterly Market Reports• Farming and Target Marketing• Buyer and Seller Farming Flyers• ABA Disclosures• Fine Homes Marketing• Free professionally designed property

flyers• Logos and Artwork• Newsletters• Property Marketing Tools• Transaction Letters and

Communication

Thewebtop.com < Marketing < Useful Documents

Page 40: Agent training unique style 1_2010

Prospecting flyersProspecting flyers

• FREE! Print out on your color printer

• Open Houses• Walking your farm• Selling and buying

presentations• Mailers• Buying, Selling,

Financing flyers • Also available in Spanish

WebTop >Marketing >Useful Documents> Farming and Target Marketing

Page 41: Agent training unique style 1_2010

Market Reports Market Reports

• Buyers and sellers are confused about the market and crave data

• Get comfortable with the data and help them make the best decision.

• One-page presentation-ready piece

• Educates sellers about the new realities of the market

• Add your photo and contact info

Useful Documents > Quarterly Market Reports

Page 42: Agent training unique style 1_2010

Market Report EmailsMarket Report Emails

• Send from Client • Management Center in

WebTop • Automatically goes out

each quarter• Customize with your own

message• Free with WebTop• Personally branded by

you – add your own call to action

Webtop drip emails

Page 43: Agent training unique style 1_2010

WebTop NewsletterWebTop Newsletter

• FREE• Created by Marketing

monthly• Customize with your

name and info• Great for open houses,

mailers, walking your farm

• Self mailer with response

WebTop>Marketing>Useful Documents>Newsletters

Page 44: Agent training unique style 1_2010

eNewslettereNewsletter

• FREE• “Ready to go” version can

be sent in minutes• Your website link included• Customized with your

photo and contact info• Send to contacts in your

CMC

WebTop>Marketing> eNewsletter

Page 45: Agent training unique style 1_2010

eNewsletter on PREA Center

eNewsletter on PREA Center

Page 46: Agent training unique style 1_2010

Property Flyers on WebTop

Property Flyers on WebTop

• FREE – print on your color printer.

• Publisher templates that you customize

• Takes minutes to create a professional-quality flyer

WebTop>Marketing>

Useful Documents> Property Marketing

Page 47: Agent training unique style 1_2010

Sign Prospects up for Drip Email & Property Alerts

Sign Prospects up for Drip Email & Property Alerts

• Personally branded by you

• Free on WebTop• Property Alerts:

recently listed homes• You schedule• Drip email has 5

campaigns

WebTop>Marketing>Useful Documents>Newsletters

Page 48: Agent training unique style 1_2010

Personal notecards generate referral

business

Personal notecards generate referral

business• Stay in touch regularly

with these personal notecards

• Six different types• $28 per 50• Order form on

WebTop>Marketing>Farming and Target Marketing

Page 49: Agent training unique style 1_2010

Job #2Job #2

Sign all prospects up to receive Drip email or eCards from you on a monthly basis.

Page 50: Agent training unique style 1_2010

Wow Clients with a professional

Listing Presentation and CMA.

Create it online using WebTop!

Wow Clients with a professional

Listing Presentation and CMA.

Create it online using WebTop!

Page 51: Agent training unique style 1_2010

Create Dynamic Listing Presentations

Create Dynamic Listing Presentations

• Create a CMA with full listing presentation, photos and property data using MLS data

• Regular + Fine Homes listing presentations • You choose which pages to use• Personalized with your color photo on each page• Map showing comparable properties• Print out listing presentation or send as a PDF• Part of WebTop fee. • Go to www.thewebtop.com > Marketing > CMA.

Page 52: Agent training unique style 1_2010

• Comparable property with map

• Map of multiple comparable properties

• Graphic analysis of recently sold properties.• Graphic analysis of currently listed properties

Page 53: Agent training unique style 1_2010

Fine Homes ProgramFine Homes Program• Fine Homes Certification

• Coordination and support of national advertising programs

• Use of Fine Homes branded marketing materials

• Marketing counseling

WebTop>Marketing> Useful Documents > Fine Homes

Page 54: Agent training unique style 1_2010

Fine Homes BrandingFine Homes Branding

• Just listed postcards• Just sold postcards• Flyers• 4-page brochures• Agent Profile• Neighborhood

Specialist card

Orders placed by 2 pm PST are shipped overnight

Page 55: Agent training unique style 1_2010

Order 1000 Free Postcards

Order 1000 Free Postcards

• PREA postcards • Go to

www.prea.prudential.com • Call 800.533.3804 to order• 4-up laser postcards on

perforated sheets for you to print

• Jumbo postcards• 6 designs• You only pay for postage

Page 56: Agent training unique style 1_2010

eCardseCards

• FREE• Create and send in

minutes• Add your website link• Instant reporting• Export your database

from ACT, Outlook• Don’t Spam

www.prea.prudential.com

Page 57: Agent training unique style 1_2010

• Just listed/sold

• Investing women

• Holiday

• 1st time homebuyer

• Just moved

• Empty nesters

• Open House

Page 58: Agent training unique style 1_2010

Prudential eCards featuresPrudential eCards features

• Load database

• Fine Homes, holiday, just listed/just sold, every holiday, Open House

• Manage the system through reporting on email replies or undeliverable messages.

• Save in-progress eCards

Page 59: Agent training unique style 1_2010

Prudential eCards featuresPrudential eCards features

• Include surveys in your eCards. • Allow recipients to RSVP event and

enter guest information. • Insert images into messages and

format your text using bold, colors, fonts, tables, and URL links.

• Send eCards as HTML emails - specify plain text if required.

Page 60: Agent training unique style 1_2010

Job #3Job #3

Order your FREE postcards from the PREA Center. Begin sending out monthly postcards to your contact base with a call to action:

- email me and I will sign you up to receive my free marketing report

- call me to learn the value of your home

Page 61: Agent training unique style 1_2010

Social Networking

Page 62: Agent training unique style 1_2010

The first time buyer is dominating the market today

The first time buyer is dominating the market today

• Agents must adapt to this tech-savvy client• They text, network online, email and bank on

their phones• These first-time buyers are part of an ‘instant-

gratification’ and Internet generation • They want access, answers, and ongoing

communication through text messaging • They are tech savvy and educated and they

don’t want to wait for answers. They are confident and eager to become home owners.

Page 63: Agent training unique style 1_2010

First-time buyers are young, and embrace technology

First-time buyers are young, and embrace technology

www.car.org

Page 64: Agent training unique style 1_2010

Social media: Get startedSocial media: Get started

• Register on Facebook, LinkedIn

• Invite your prospects

• Categorize friends separately from prospects and clients

• Post comments, post articles of interest, talk about the market, but don’t over promote!

Page 65: Agent training unique style 1_2010

Good Facebook UpdatesGood Facebook Updates

Page 66: Agent training unique style 1_2010

Get started NOW!Get started NOW!# 1: Build your Sphere and Farm contact database and

upload to WebTop (emails too)

# 2: Sign everyone up to receive Drip email from you on a monthly basis.

#3: Order your FREE postcards from the PREA Center and plan a mailing schedule.

#4: Customize your WebTop website

#5: Register on Facebook, invite contacts, post comments

Page 67: Agent training unique style 1_2010

BluePrint – Company News

BluePrint – Company News

• Stay on top of your resources!

• Every other Thursday• New marketing tools,

tips, agent resources, industry news

Page 68: Agent training unique style 1_2010

Your resourcesYour resources

• Help Desk: 925.924.4700

• Marketing Department: 925.924.4600

• PREA: – www.prea.prudential.com– 888.999.1120

Page 69: Agent training unique style 1_2010

Questions?Questions?