Innovative Marketing for Buyer Representatives

Today’s Home Buyer 1-1 Module 1

Quick Survey Write down what you perceive as the one(1), MOST IMPORTANT service you perform for buyers? 1-2

Home Buyer Profiles Buyer’s representatives are in demand! Market influences: Changes in public policy Buyer preferences 46% of 1999 buyers used buyer’s rep. Most were repeat buyers High satisfaction rate From NAR’s 2001 Profile of Homebuyers and Buyer Agents 1-3

Home Searching Facts 58% first aware of home through agent 90% will use agent as info source in future 74% want internet savvy agent Other future info sources: Open houses (81%) Yard Signs (77%) Newspaper ads (79%) Internet (67%) 1-4 From NAR’s 2001 Profile of Homebuyers and Buyer Agents

Primary Purchase Factors Neighborhood – 76% Price – 72% Work accessibility – 38% Schools – 33% 1-5 From NAR’s 2001 Profile of Homebuyers and Buyer Agents

Motivations Job relocation – 14% Want to own – 35% More space – 28% Investment / Tax deduction – 7% 1-6 From NAR’s 2001 Profile of Homebuyers and Buyer Agents

Consumer Problems/Solutions Fast Paced WorldHumanize Relationships High StressReduce Consumer Stress Time PressureSave Consumer Time Low Service Expectations Overwhelm with Service & Proactively Communicate 1-7

Buyers Want Most Help with… Finding right house – 61% Negotiations – 13% Paperwork – 11% Comps – 7% Deciding on affordability – 4% Financing – 4% What did you say was the ONE MOST IMPORTANT SERVICE You perform for a buyer? Are YOUR marketing efforts focused on what buyers want? Are YOUR marketing efforts focused on what buyers want? 1-8 From NAR’s 2001 Profile of Homebuyers and Buyer Agents

How are Buyers Finding their Hired first agent met – 65% Stayed with one agent – 75% Hired through referral – 37% Knew from prior transaction – 12% How important is it to be the first to make contact? 1-9 From NAR’s 2001 Profile of Homebuyers and Buyer Agents Buyer Reps?

Buyer Satisfaction Would use agent again – 69% Might use agent again – 19% Why isn’t it more than 12%? 88% would or might use agent again but…. Only 12% knew agent from previous transaction 1-10

Identifying your Market Who / What is your market? Where is your market? Why have you chosen this/these markets? 1-11

Identifying your Market What are your market’s trends? Is your market renewable and expandable? 1-12 Do you relate to and understand your market’s… Needs & desires? Culture & lifestyle? Demographics?

Measuring Marketing Results Coding marketing pieces Unique phone #’s Unique addresses Hot line numbers Evaluations What else? 1-13

Fishing Upstream Are you fishing upstream ahead of the masses? or Are you fishing with the masses? 1-14