Local Marketing Plan Recommendations Confidential: The information and ideas contained in these marketing plans are highly confidential and are intended solely for current United Country Real Estate Franchisees. The information is intellectual property and legally privileged. This presentation is sent in trust, for the sole purpose of delivery to the intended recipient. Any use, reproduction or dissemination of this information outside of United Country owners, brokers, agents, auctioneers or other office employees is strictly prohibited. If you are not the intended recipient, please immediately notify United Country Real Estate. (V ) 1

Confidential A majority of your local marketing should be focused on communicating the differentiation of the UC program, “broader exposure for your listing”, and your office advantages to local property owners to solicit listings. This will build equity in your brand and win you listings. The recommended plans are additive. In other words, start with the 101 plan, then when ready for the next level of marketing add the 201 plan to the 101 base plan, etc. The recommended plans can be customized for your market and office strategies. Ensure you complete all FREE, no cost marketing. Investment / cost estimates are for minimum quantities and lower cost formats recommended. You may choose to do larger quantities and more expensive formats as fits your specific office plans and budget. Be consistent. These are not one time activiites. They must be executed each day, week and every year. These plans, executed consistently, will produce consistent, long-term results. Any single initiative may not produce results immediately, but they all work together over time and when the property owners are ready to sell they will call you. Local Marketing Plan Recommendations 2

Confidential Basic 101 UC Local Marketing Plan  Hand Out Business Cards Daily (1 min/day) and Leave Business Cards in Local Businesses (1 min/week)$ 50  Advertise “FREE Catalog” with Office Signage (2 min/yr)$ 250  Hand Out Catalogs w Cover Letter (1 min/week)$ 0  Contact Target FSBO and Expired Listing o Phone Call (1 min/day)$ 0 o Letter (1 min/day)$ 200  Contact Daily Buyer Leads o Call All with Phone Number$ 0 o Mail Letter (w Lifestyle Brochure) to Physical Address (1 min/day)$ 200 o to Address (3 min/day)$ 0  Review & Update Business Plan (2 times/yr min)$ 0  Optimize Office Website (2 times/yr min)$ 0  Just Listed / Sold Postcard (2 min/yr)$ 200  Quarterly Market Update Letter (4 times per year) o $ 0 o Physical Mail$ 400 o Social Media (FB, LiN)$ 0  Advertise Specialty Marketing Capability (1 min/yr) o $ 0 o Physical Mail (Letter / Postcard) $ 200 o Social Media (FB, LiN)$ 0  Community Event (1 min; ex: DU, Fair, Festival, Hunting / Farm Show)$ 500 Total Minimum Est Yearly Investment$ 2,000 + Est. Yrly $ Highly Confidential - for UCRE use Only 3

Confidential Intermediate 201 Local Marketing Plan (add to 101 Plan)  Place and Fill Catalog Racks (w Cover Letter) (2 racks min)$ 200  Run Quarterly Business Card and Catalog Route (Doctors, Airports, waiting rooms)$ 0  Personally Deliver Catalog (w Cover Letter) to Circle of Influence (1 min / yr)$ 0 o Mail if Out of Town w Cover Letter  “Door Knock” for listings (1 min/week)$ 0  Creative Newspaper Ad (examples on the Intranet) - (4 min / yr)$ 400  Send Letter to Target Property Owner List (4 min / yr)$ 250 o Obtain at Court House$ 0 o Purchase from Intranet$ 200  Enhanced (EMS) Marketing Plan (1 min/yr)$ 0  Regional Event (Ex: DU/ RMEF, Fair, Festival, Hunting / Farm Show) – (1 min/yr)$ 1,000  Advertise Best Listings on Additional Top Performing 3 rd Party Websites o All Listings to MLS$ 1,000 o Land Listings to Top Land Site(s) - (2min/month) - (ex: LandsofAmerica, LandFlip, LandWatch)$ 400  Contact All Daily Buyer Leads (call, mail and to each if possible) o Call All with Phone Number$ 0 o Mail Letter (w Lifestyle Brochure) to All With Physical Addresses$ 4,000 o All with Addresses$ 0  Create Property Listing Flyer(s) for Best Listing(s) – fairly priced / desirable (2 min/yr)$ 200 o Use Automated Flyer (Postcard) Program on the Intranet Total Minimum Est Yearly Investment$ 7,650 + Est. Yrly $ Highly Confidential - for UCRE use Only 4

Confidential Advanced 301 Local Marketing Plan (add to 101 and 201 plan)  Advertise All Listings on Additional Top Performing 3 rd Party Websites o Land Listings to Top Land Site(s) - (ex: LandsofAmerica, LandFlip, LandWatch)$ 400 o Search for Top Sites with expected Google Buyer Searches, then advertise om a few$ 250 Focus on Specialty Property Types you List – Lake Homes, Farms, Hotels, Horse Property etc.  Creative / Enhanced Office Sign with Communication Capability$ 1,000  Creative “Posted” Signage for sold land listings$ 500  Change Creative Advertising Mix (4 min/yr) o Local Magazine$ 200 o Radio and / or TV$ 500 o Movie Screen$ 1,000 o Wrap a Company Vehicle$ 500  Mail “Tell 100” letters to closest 100 addresses to your best listing(s) – (2 min/yr)$ 200 o Inform property is for sale and advertise UC advantages o Addresses available on the Intranet$ 50  Work with UC PR on a PR Release to local papers (1 min /yr)$ 0  Offer Local Real Estate Training – Invite Property Owners & Agents (1 min/yr) o Auction Marketing (call Home Office)$ 350 o 1031 (call Home Office)$ 350 o Structured Sales (call Home Office)$ 350  National Event (Ex: DU/RMEF, Hunting / Farm / Forestry / NAA / RLI Show) – (1min/yr) $ 1,000 Total Minimum Est Yearly Investment$ 6,650 + Est. Yrly $ Highly Confidential - for UCRE use Only 5

Confidential Marketing One Time Set-up Projects Establish your office presence on Google Places, so your office shows up on local search results for “{City/town name} Real Estate” map page Build a LinkedIn Page for everyone in your office Build a Business Facebook Page Your Business Consultant or anyone at the Home Office can help you learn more about any of the programs outlined in these marketing plans. Information and recorded training is available 24/7 online on the Intranet ( ). Additional extensive training is available live in Kansas City every 4-6 weeks at UnitedPower!. It is highly recommended you and your key office personnel attend UnitedPower! at least once every 3 years. Lastly, many of these programs are covered in great detail and new programs introduced each year at the annual convention. Please encourage all in the office to attend every year. These are base plans. Your Business Consultant and the Home Office can explain additional programs ( 401 and 501 level ) as needed. 6

Confidential Marketing Plan Process The most critical first step and on-going responsibility for every single person in your office is to build an official “Sphere of Influence” and have it in writing (probably a spreadsheet like Excel). Every single person that knows you by at least first name, especially past clients. Add to this daily, anytime you talk to or meet a new person. Communicate (market) to them officially at least quarterly in any way you choose. Determine what you want to communicate to your market and stick with it for at least 6 months before changing the message. United Country means Broader Exposure for Your Listing. If you can communicate all the ways we deliver this over time you will succeed. You will build a strong and valuable brand. – What 1-7 key points do you want to explain to your market to help them understand how you can provide broader exposure for their listing and why you are the best realtor choice to sell their property? 1-3 points about you and your office that make you the best that only you can offer. (Example: #1 in sales of x type property, expertise or experience, certifications etc.) 1-3 about the United Country program you represent that make us the best that only you can offer. (“National Marketing - Local Expertise”, National Buyer Database over 500,000, #1 Rank on X important search term (ex “farms for sale”), Only national catalog, since 1925 etc.) Take 5% +/- and deposit it into a local marketing budget saving account each time you make a sale at the closing table. This will fund your marketing during the slow season. – Include a “lunch budget” to take at least 2 people in sphere to lunch per week in your marketing. Share news about market, UC etc., ask for referral business – Include the UC Annual Convention and / or UnitedPower! attendance in the budget. 7

Confidential Broader Exposure for Your Listing National Marketing, Local Expertise™ 8 Confidential: The information and ideas contained in these marketing plans are highly confidential and are intended solely for current United Country Real Estate Franchisees. The information is intellectual property and legally privileged. This presentation is sent in trust, for the sole purpose of delivery to the intended recipient. Any use, reproduction or dissemination of this information outside of United Country owners, brokers, agents, auctioneers or other office employees is strictly prohibited. If you are not the intended recipient, please immediately notify United Country Real Estate. (V121713)

Appendix 9

Confidential Very Advanced 401 Local Marketing Plans (add to 101,201 & 301 plans)  Conduct a customer appreciation event at your office. For example have a catered / cookout / BBQ / trail ride event to thank past and potential future clients. (1 min/yr) $ 1,000  Attend nearby UC Auctions. Volunteer to assist in the auction. (2 min/year). $ 0  Send marketing information of key listings to nearby UC offices. $ 50  “Pay-per Click”- Buy Strategic and Targeted Search Terms on Google. (1 per/yr) $ 100  Co-advertise local UC office listings on all nearby participating UC office websites. Form an voluntary alliance with one or more nearby UC offices and advertise some or all of each others listings on each others websites. $ 0  Form a network of nearby UC offices and co-market (split the cost ) in effective regional marketing media, like magazines, trade publications, newspapers and events. (min 1per/yr) $ 100  Increase your significant “Sphere of Influence” $ 0  Gain membership in multiple local, regional and national real estate centric / related organizations  Pursue leadership positions in local, state, regional and/ or national real estate centric / related organizations.  Join local community organizations and give back to the community.  Solicit the local radio station to do a “Real Estate” show. $ 0  Pursue additional real estate certifications and education. $ 0  Create a local office and listing magazine (min 1per/yr) $ 1,000 Can be paid for by selling ads to local vendors like banks, mortgage companies, title companies, etc. 10 Highly Confidential - for UCRE use Only Total Minimum Est Yearly Investment $ 2,250 + Est. Yrly $