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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.
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GRI 403: Personal Promotion
TheAgentTrainer.com | @MattRathbun
Matthew Rathbun ABR, CIPS, CRB, CRS, EPRO, GREEN, GRI, MRP, RSPS, SFR, SRS
MatthewRathbun
Thinks He’s funnier than
Broker
Over 10 years in
Always strives to be better
www.TheAgentTrainer.com
Husband and Father
www.TheAgentTrainer.com/gri403
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
You’re A Rockstar
Anatomy of A RockStar
FansPerformances
Promotions
CriticsWebsites
FansitesRoadiesBackstory
Just a Face in the Crowd?
TheAuditionPhase
Let’s Tell Them Who You Are
SECTION I !
Developing A
Budget !
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”
Creating A
Budget
Page 3
SECTION II !
Developing A
Marketing Plan !
Marketing is a conversation
Understanding Your Consumer
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
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
of buyers use a REALTOR®
90%
YouTube Moment
Long Distance
�22
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
Developing Business Quickly
Page 8
For Sale By Owner
Expired Listings
Unoccupied Homes
Foreclosures
Open Houses
Floor Time
Long Term Generation
Page 9
Sphere of Influence
Past Clients
First Time Homebuyers
Neighbors
Relatives
Organizations
SECTION II !
Branding !
How Do People Analyze You
BUILDINGYOUR
Page 10
“The most powerful concept in marketing is owning a
word in the prospect’s mind”
The Law of Focus
Page 10
Name That Logo
Page 10
Self Reflection
Page 11
Strengths, Skills and Life Experiences
How Do Client’s Benefit?
How Do I Communicate My Message?
Page 12
Tools For Branding
• Logo • Slogan • Your Image • Video • Photography • Color and Style • Design • Personal Appearance
SECTION III !
Your Niche !
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
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?
FiveMaintain 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
12345
Steps To Engaging Your Sphere of Influence
SECTION IV !
Delivering Your Message
!
YouTube Moment
Don Draper- MadMen
Page 16
Passive vs. Active
Engage
Web Calls
Newsletters
Cards
Networking
Social
The Plan
Page 18
Page 18
Farming
Choosing Your Farm
Is the soil fertile?
Are there other farmers?
Can you sustain it?
Will it be profitable?
“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
“Selling to people who actually want to hear from you is more effective than interrupting strangers who don't,” !
-Seth Godin
Embrace the Client’s Experience
The Experience You offer has to be better than the one
they’ve had...
Introduce Them To Your
Better Experience
You have something that the Aggregators don’t have...
Hyper-Local Content!
SEO GUIDE
85% of Web Traffic
95%…won’t leave the first page
• Bullet
10% of Clicks
90% of
Clicks
GOOGLE. COM/ADDURL
Page 1
Page 104
• Bullet
Page 1
Flickr. com
• Bullet
Page 1
Pinterest.com
FSBO
• Packets • Sites • Conversion
matthewRathbun.com/FSBO
Tradeshows, Festivals and Fairs
HUDMail
• Bullet
Zillow
• Bullet
Page 1
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
• Bullet Zillow Profiles and Reviews (Think “SEO”)
• Bullet
Claim and Enhance
Your Listings!
zillow.com
• Bullet
Make Me Move
Trulia.com
Page 1
Trulia.com/Voices
HouseLogic.com
Mailchimp.com
• Bullet
Page 1
VistaPrint .com
LowesRealtorBenefits.com
google.com/Sites
Google.com/PlacesForBusiness
• Google.com/PlacesForBusiness
• NARRPR.com
RBIntel.com
Using the MLSSend Letters to those who rented 9-12 months ago r e g a rd i n g t h e b u y e r market Tax 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)
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 with Videos before those without
EngagePeople
YouTube Moment
Jessica Edwards Call Me
Videolicious
Screenr .com
• Screenr.com
SoundCloud .com
NextDoor .com
MeetUp .com
Page 1
Create Your Own
Networking Group
•Lunch Meetings •Database Sharing •Common Webpage
WineParty
138 Years Old... ...and It Still Works
Hand-written Notes
Ask For Referrals
OvernightPrints .com
SECTION IVa !
Photography !
TheBasics
Pixels - Important DotsPage 1
Digital Single-Lens Reflex
• Interchangeable Lens • HD Photos • Countless Settings • HD Video • Phase Detection Auto-Focus • Speed • Flexible
Page 1
HDRPhotos(High Dynamic Range)
CameraPlus
• Bullet
Page 1
VisualStager.com
• Bullet
Civic Involvement
SECTION V !
Followup !
Customer Relationship ManagerCRM
Page 24
Microsoft Outlook
Page 1
Top Producer
WiseAgent .com
My Real Estate Tools
SECTION VI !
Evaluate Your
Investment
Are You Showing Fruit?
Page 26
Tracking Sources
Page 25
Customer StatusLevel 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
SECTION VII !
Making It Work
Where’s The Time?
Page 26
• Bullet
EasyEmerge.com
Prioritize Ideas
Page 26
Delegate
!
Automate
!
Drop
Page 27
Bringing It All
Together
Facebook.com/mattrathbun
@mattrathbun
www.TheAgentTrainer.com
YouTube.com/MattRathbun1