Power Session 3: Marketing Lead Generation 36:12:3 Power Session 3: Marketing

Power Session 3 In this Power Session … Introduction Marketing for Lead Generation Defining Your Brand Marketing Your Brand Marketing Your Listing Systematic Marketing Putting It All Together Page 1

Introduction Ground Rules Arrive on time. Form groups quickly. Power Session 3 Ground Rules Arrive on time. Form groups quickly. Limit side conversations. Turn off cell phones and pagers. Be comfortable. Respect time. Respect each other. Help each other. Respect confidentiality. Have fun! Page 3

Introduction How You Will Learn Learning Methods Manual Classroom Power Session 3 How You Will Learn Learning Methods Manual Models/Systems Exercises/Discussion Stories Classroom PowerPoint slides KWConnect videos Classmates/Instructor Page 4

Accountability Feedback Loop Introduction Power Session 3 How You Will Learn Accountability Methods Lead Generation Action Plan Accountability Partner/Program 1. Set Goals 2. Do Key Activities 3. Measure Results 4. Evaluate Process 5. Make Adjustments Accountability Feedback Loop Page 4

Introduction EXERCISE Where You Are Today Time: 10 minutes Power Session 3 EXERCISE Where You Are Today Lead Generation Activities My aha’s from these activities The most difficult part of these activities What I will do differently in the next 24 hours Time: 10 minutes Page 5

Read, underline, and share … Introduction Power Session 3 Why You Are Here Be a Relentless Marketer Read, underline, and share … Page 6

Introduction What Will Make This a Great Training Experience Page 7 Power Session 3 What Will Make This a Great Training Experience You are here! Page 7

Marketing for Lead Generation Power Session 3 Lead generation is like bread: It won’t work without certain ingredients. You need flour (people). You need yeast (prospecting). You need water (marketing). Your daily habit provides the heat. You have to have marketing, prospecting, and the daily habit! Page 9

Marketing for Lead Generation Power Session 3 What Is Marketing? More passive form of lead generation Attracts business, doesn’t find business Disadvantages: Expensive Less personal and memorable Less immediate in its results Advantages: Efficient use of time Reaches a larger audience Page 10

Marketing for Lead Generation Power Session 3 Truth The role of marketing during your growth phase is to supplement your prospecting. Page 11

Marketing for Lead Generation Power Session 3 What Are the Benefits? Gives you a reason to prospect Sets you apart after prospecting Helps you keep mindshare Dear Mr. Ramirez, It was a real pleasure to meet you yesterday. You asked some great questions about how our local market is different from the national market you hear about on the news. Be sure to call me next time you have real estate questions or need help buying or selling a home! I look forward to hearing from you! Thank You! Page 12-13

Marketing for Lead Generation Power Session 3 It’s a Numbers Game! Real Estate: 0.82% response rate on marketing Building and Construction: 4.83% response rate There’s room for improvement if we Sharpen our skills Build our daily 3-hour habit See chart in text Page 14-15

Marketing for Lead Generation Power Session 3 Myth 1 I only need to prospect OR market to be successful. Truth Successful lead generation is a combination of two things: prospecting and marketing. Page 16

Marketing for Lead Generation Power Session 3 Myth 2 The purpose of prospecting and marketing is to get appointments. Haven’t Mets Mets Appointments Prospecting + Marketing Truth The purpose of prospecting and marketing is to get appointments AND increase your database of Mets. Page 17-18

Marketing for Lead Generation Power Session 3 Myth 3 Any marketing I do builds mindshare. Truth If you don’t market repeatedly and consistently, you are throwing your money away. Page 19

Defining Your Brand What Is Branding? Makes you memorable and valid Power Session 3 What Is Branding? Makes you memorable and valid Two ways to build reputation Marketing your USP and brand Delivering on your USP and customer service Everything can be part of your brand There is no one right brand Page 21-22

Defining Your Brand Your USP, Style, and Brand 1. Refine Your USP Power Session 3 Your USP, Style, and Brand Brand = USP + style + target audience 1. Refine Your USP Your USP is a unique, memorable, and persuasive statement that expresses the key value you bring to your customers. It’s your strongest value proposition, articulated to highlight your uniqueness. Page 23

Defining Your Brand EXERCISE Refine Your USP Time: 15 minutes Power Session 3 EXERCISE Refine Your USP Revise your USP. Share with your group members. Time: 15 minutes Page 24

Your style = your personality + your target group’s preferences Defining Your Brand Power Session 3 Your USP, Style, and Brand 2. Analyze Your Style Makes you memorable What speaks to your target demographic Your style = your personality + your target group’s preferences Page 25

Defining Your Brand EXERCISE Complete Your Style Analysis Power Session 3 EXERCISE Complete Your Style Analysis Fill out the personal style worksheet. Time: 10 minutes Page 26

Defining Your Brand Your USP, Style, and Brand Power Session 3 Your USP, Style, and Brand 3. Develop a Brand Identity Statement A statement of your core business identity A combination of your style and USP Guides the development of your lead generation action plan Page 27-28

Defining Your Brand EXERCISE Write Your Brand Identity Statement Power Session 3 EXERCISE Write Your Brand Identity Statement Examine your USP, target demographic, and personal style to develop a brand that is Unique and memorable Responsive to your target’s needs and desires Compatible with your personality Complete the form on page 29. Time: 20 minutes Page 29

Marketing Your Brand Marketing your brand  Sellers Power Session 3 Marketing your brand  Sellers Marketing your listings  Buyers Decide what kinds of customers you want Pick the best marketing vehicles for them Page 31

Marketing Your Brand 6 Methods for Marketing Your Brand Power Session 3 6 Methods for Marketing Your Brand Community Involvement Media Mailouts Signs Automated Marketing The Internet Page 32

The Big 3 Marketing Principles Marketing Your Brand Power Session 3 The Big 3 Marketing Principles 1. Research your new marketing method in your area. Talk to your Team Leader or mentor. Lead with revenue. Page 33

Marketing Your Brand Community Involvement Benefit by helping others. Power Session 3 Community Involvement Benefit by helping others. Meet terrific prospects. Sponsorships Charities Social Organizations Business Organizations Personal Interest Groups Other See Community Involvement chart in text for more details Page 34-36

Marketing Your Brand Checklist for a Win-Win Community Event Power Session 3 Checklist for a Win-Win Community Event Personally thank the bigger sponsors ___ before ___ during ___ after. Be an announcer. Personally MC award giveaways. Write a letter to the editor. Immediately offer to sponsor next year. Page 36-37

Marketing Your Brand Media Advertising Power Session 3 Media Advertising Principles of Working with Popular Media: Does the quality of the piece look like the fee you charge? Be consistent. Placement matters. Use IVR consistently across media. Track your response rate. Impressions matter. See Popular Media chart in text for more details Page 38-41

Marketing materials by the Paul Herrick Group Marketing Your Brand Power Session 3 Mail-outs Highest rate of return of real estate marketing Include an offer-response in every piece. Hand-deliver for better response rate. Follow up on mail-outs. Use email strategically. Leverage seasons and events for mail-outs. See charts in text for more details. Marketing materials by the Paul Herrick Group Page 42-46

Marketing Your Brand Signs Proof materials before and after printing. Power Session 3 Signs Proof materials before and after printing. Maintain signs in good repair. Match the message to the context. Your signs must be legible! See chart in text for more details. Cynthia Nina-Soto’s truck Page 47-50

Marketing Your Brand Automated Marketing Reach a large audience Power Session 3 Automated Marketing Reach a large audience Very cheap Easy to ignore Needs to contain value for your audience Needs frequently updated content See chart in text for more details. Page 51-56

Marketing Your Brand The Internet All agents need a website. Power Session 3 The Internet All agents need a website. Your approach should evolve with the technology. Innovations in technology offer cheap marketing opportunities. Best Practices in Website Content Have IDX and a drip system. Offer CMAs. Provide updated neighborhood info. For more information on using the Internet to build your business, check out KWU’s Internet Lead Generation course. Page 56-57

Marketing Your Brand Remember Power Session 3 Remember You have to have content that the public wants. You have to make your sites and content findable. Page 58

Marketing Your Listing Power Session 3 Most methods don’t work to sell homes. Instead, they bring you buyer business. The best methods for selling houses: (36%) Other agents (24%) The Internet (15%) Yard signs Page 59

Marketing Your Listing Power Session 3 Use a plan that balances both goals. We recommend the MREA 14-Step Marketing Plan for Listings. It helps sell houses and attract buyer business. See the 14-Step Marketing Plan in your text for more details. Page 60

Marketing Your Listing Power Session 3 Marketing to Sell Other Agents Network in the halls. Email home brochures. Hold agent events in your listings. Participate in agent caravans. Hold classes in your listings. Offer a higher commission split. Page 61

Marketing Your Listing Power Session 3 Marketing to Sell The Internet 200% increase in buyers finding homes online since ’01. MLS listings must be complete and accurate. Use 14+ photos per listing. Use virtual tours and videos. See KWU’s Internet Lead Generation for more ideas. See chart in text for more details. Page 62

Marketing Your Listing Power Session 3 Marketing to Sell The Internet Participate in IDX. Add “Featured Listings” to your homepage. Create 123mainstreet.com websites. Create 123mainstreet.blog.com blogs. See KWU’s Internet Lead Generation for more ideas. Prototype single-property blog by Greg Swann of Bloodhound Realty Page 63

Marketing Your Listing Power Session 3 Marketing to Sell Yard Signs Place signs prominently. Keep brochure box stocked. Use riders strategically. Page 64

Marketing Your Listing Power Session 3 Marketing for Buyer Business Maximize your marketing to bring in more buyers for your business. Don’t disqualify your listing by giving too much information. If you don’t have any listings, advertise HUD homes. Marketing materials by the Paul Herrick Group. Page 65-67

Systematic Marketing The 3 Foundational Marketing Plans Power Session 3 The 3 Foundational Marketing Plans The 8 x 8 (Mets) The 33 Touch (Mets) The 12 Direct (Haven’t Mets) Conversion Ratios Mets: 12 contacts  2 transactions (12:2) Haven’t Mets: 50 contacts in your database  1 transaction (50:1) Page 69

Systematic Marketing Use the 12:2 and 50:1 ratios. Power Session 3 Use the 12:2 and 50:1 ratios. Figure out how many contacts you need. Best practice: Make sure your database has twice that number of contacts. Example Total transactions goal: t 36 Transactions from Mets: m 30 Transactions from Haven’t Mets: h (= t – m) 36 – 30 = 6 # Mets You Need: m x 6 30 x 6 = 180 # Haven’t Mets you need: h x 50 6 x 50 = 300 Page 70

Systematic Marketing Power Session 3 Building a Successful, Systematic Marketing Action Plan: 3 Key Strategies Target your audience. Identify your audience. Develop materials that appeal to them. Be consistent and repetitive. It’s the only way to retain mindshare. Don’t overthink it. Quantity is more important than perfection. Note: Use the form on page 71 to help target your audience. Page 71-72

Systematic Marketing The 8 x 8, 33 Touch, and 12 Direct The 8 x 8 Power Session 3 The 8 x 8, 33 Touch, and 12 Direct The 8 x 8 An intensive marketing and prospecting blitz For people you’ve just met The 33 Touch A consistent, repetitive plan for Mets Gives you an edge over most agents The 12 Direct For Haven’t Mets A battle of patience, not of the pocketbook See the plans in the text for more details. Page 73-76

Marketing materials by Ron Cedillo of Home Buyers Realty Systematic Marketing Power Session 3 Making It Memorable, Making It Persuasive Top 12 Design Tips Include an offer-response in every piece. Come from contribution. Emphasize benefits, not features. Marketing materials by Ron Cedillo of Home Buyers Realty Page 77-79

Marketing materials by the de Somer Williams Luxury Estate Team Systematic Marketing Power Session 3 Making It Memorable, Making It Persuasive Top 12 Design Tips Have a consistent look and feel. Have an attractive, professional look. Marketing materials by the de Somer Williams Luxury Estate Team Page 80-81

Marketing materials by Andy Rosen of The Marketing Advantage Systematic Marketing Power Session 3 Making It Memorable, Making It Persuasive Top 12 Design Tips Have a unique, eye-catching hook. Personalize your ads and events. Look for longevity. Marketing materials by Andy Rosen of The Marketing Advantage Page 82-83

Marketing materials by the Armstrong Real Estate Group Systematic Marketing Power Session 3 Making It Memorable, Making It Persuasive Top 12 Design Tips Use only one focused message per piece. Use testimonials. Leverage the seasons. Brand on both sides. Marketing materials by the Armstrong Real Estate Group Page 84-85

Putting It All Together Power Session 3 Power Session Aha’s Your Lead Generation Action Plan Remember While you’re still on the path to 36, you should spend most of your 3 hours prospecting. Your marketing activities should supplement your prospecting! Page 87-89

Putting It All Together Power Session 3 The 3-Hour Habit Time block 3 hours every workday before noon. No skipping. If you must erase, then you must replace. Allow no interruptions (unless they truly are emergencies). Page 90-91

Thank You for Being Here! Don’t forget your evaluations!