Custom Xpress: Take Your Marketing to the Next Level

Agenda Marketing During a Downturn New Marketing Platform -When to use -How to use Custom Xpress Prospecting with Direct Mail Direct Mail and Print Enhancements -New Brochures and Postcards -New Print and Direct Mail Features -Demographic Lists Agenda

Marketing in the Downturn Companies that maintained or increased their marketing throughout the recession saw an average sales growth of 275 percent over the next five years! Those companies who cut their marketing saw sales growth of only 19 percent over the next five years.

Marketing in the Downturn “It is ironic that during those times when capturing a share of the market is most difficult, companies are inclined to reduce their marketing efforts. But it is a mistake because the best way to hold onto your share of the market is to be visually identifiable as a successful company that produces superior products and/or services.”

Introducing Custom Xpress Marketing

effectively integrates multimedia marketing efforts - 2-way communication to compliment online and offline promotion Permission-based yields tangible marketing benefits - Increase the opportunities to interact with contacts - Helps build relationships with contacts - Response can be tracked to allow for continuous improvement Value of Marketing

is fast, responsive and cost-effective marketing tool - response rates can be as high as 15% - generates 80% of responses within 48 hours - Only allows you to target your audience down to the individual level at no added cost - marketing has no material, and it is by far the cheapest direct marketing venue. Source: “Harnessing the Power of ” McKinsey & Company Value of Marketing

Direct mail can effectively grow an agent’s inner circle. The combination of and direct mail can be used to nurture established contacts. Marketing & Direct Mail: A Dynamic Duo

On the WORC homepage, select Marketing > Custom Xpress Access Custom Xpress

Access Marketing Select the new Marketing tab on the Custom Xpress homepage to access your FREE trial

Sign-up For a Free Trial Features: - Customer Support - Windermere Template Library - Image Hosting - Personalization / Mail-merge - Scheduling - Reporting - Contact Management - CAN-SPAM Monitoring - Help Center

Custom Xpress Demo

101: Best Practices Custom Xpress has outstanding content and Windermere- branded templates -Open House -Property Marketing (great for JL/JS, “New in Your Neighborhood”, or any headline) -Premier -Real Estate Economics -Personal Marketing Select an Template

101: Best Practices Subject Line: -Be direct -Mention main benefit to reader Content: -Keep content short and direct. Goal is to make them click for more info – don’t put all info in an . -Link to website for more info / property info -Include all contact information -Name images and logos so recipients know what was intended to appear if they have images turned off Customize Your

Add an Image: -Click the icon on the far right -Either upload your own image, or choose an image by navigating on the left -The images you’ve uploaded previously for print materials will be in your image gallery, accessible for both print and needs

Customize Your Adding Links to Images & Text: -Select a button, photo, image or text -Click the link (chain) Icon -Add description of the photo or image -Type destination URL Linking Tips: -You MUST create a link for ‘More Info & Photos’ button -Link it to the listing on Windermere.com or your agent/office website -Link your photo/contact info to your bio on Windermere.com homepage or your agent/office website -Windermere logo automatically links to Windermere.com homepage

Customize Your Add Variable Data: -Select area of text you would like the Variable Data to appear -Choose a variable from the drop down -The categories in the drop down correspond to fields in your contact list

Add a List Download a List and Upload a List 1.To export your contacts from CMS, go to WORC > Contacts > Mail Merge 2.Select Custom Xpress (csv) in the "Type of Mail" field 3.Click Merge (confirm that the selections are correct) 4.After new window appears, select "Save File” 5.Upload your downloaded (csv) file in your Custom Xpress account

101: Best Practices Get Permission: Only people who have opted-in (CAN-SPAM) -Build your list using Direct Mail, Open Houses, Sphere of influence, Circle of Friends, Networking Events List Building Tips -On all Custom Xpress postcards you send, include a call-to-action -Example: Subscribe to my list, and get a FREE (insert offer here). -Create a circle-of-friends postcard with offers, relevant information, tips, etc. that you send out frequently – this personal promotion can double as your list incentive! Add a List

101: Best Practices Send your -Send it immediately or schedule it for a specific time or special date Send or schedule for future send

101: Maximizing Your Marketing 10 Steps to Success 1.Have you tested your ? 2.Have you added yourself to ALL of your recipient lists? - Marketing > Manage Lists > Edit > Add Contact to add to your saved lists 3.Have you tested all links in your ? 4.Have you spell checked your ? 5.Does your list contain ONLY confirmed opt-in addresses?

101: Maximizing Your Marketing 10 Steps to Success 6.Have you honored all unsubscribe requests? 7.Have you tested ALL user variables in your personalized s? 8.Have you removed all words in the Subject Line that are likely to trigger spam filters? 9.Is your Subject Line under 50 characters? 10.Have you tested your return address?

101: Best Practices 101: Review and Improve Test New Approaches after asking yourself the following questions: Is there a better Day or Time to send the mail? How is my subject line? How is my headline? How about the kinds of photos I am sending? Can I include something of value? Should I change the segment who I am sending to?

101: Best Practices 101: Review and Improve Delivery Statistics Open Rate: A percentage based on the number of recipients opening the divided by the total number of s delivered. Click-Through Rate (CTR): The percent of the customers receiving a communication that clicked on any link in the . click-throughs / # s delivered. Unique Click-Through: The number of unique subscribers who click on a given link. If a subscriber clicks on the same link multiple times, it will increase the number of total click-throughs, but not the number of unique click-throughs. Soft Bounce: A bounce that is caused by temporary factors on the recipient’s end, such as server outages or unavailable mailbox space. Hard Bounce: A bounce that is caused by permanent factors such as closed accounts and addresses that no longer exist.

101: Best Practices 101: Review and Improve Unsubscribe Requests When a recipient selects the ‘unsubscribe’ link in your , the Custom Xpress platform will automatically suppress their address from future sends Some recipients may simply reply to your and request to be removed from your list. In these cases, you must manually remove by accessing the ‘Manage Lists’ area of Custom Xpress It’s important to respect these requests to avoid breaking the law and alienating those contacts

101: Best Practices 101: Review and Improve List Building Tips On all Custom Xpress postcards you send, include a call-to-action, for example: Subscribe to my list, and get a FREE (insert offer here). Create a circle-of-friends postcard with offers, relevant information, tips, etc. that you send out frequently – this personal promotion can double as your list incentive!

Custom Xpress Support Toll Free: , ext Hours: Monday – Thursday; 6am - 5pm PDT Friday; 6am - 3pm PDT Marketing Information and Resources

New Print Features on Custom Xpress

Value of Direct Mail and High Quality Print -98% of consumers read their mail, and 77% read it immediately! -73% of consumers prefer receiving communications by mail -55% of respondents look forward to reading their mail -67% of respondents feel mail is more personal than the internet Source: United States Postal Service Study

Value of Direct Mail and High Quality Print -Consumers spend an average of 25 minutes a day interacting with direct mail -90% of Top Agents send JL/JS Postcards with every Transaction -75% of Top Agents use high quality print flyers and brochures Source: United States Postal Service Study

Direct Mail and Print Enhancements New Photo Gallery -Store Images by type (headshots, logos, photos, other images) -Shared Company Images

Demographic Lists Now Available Sending your direct mail to the prospects you want to work with can produce more leads and better ROI -Target prospects by key demographics -Net Worth, Gender, Age, Income, Owner/Renter, Length of Residence, Income, Age, Estimated Residential Value -Target by geographic region -Street List, Radius List -Upload your own list

New Editing and Formatting Text Editor -Click for Bullets, Bold, Italic, Positioning, Underline, and Special Characters

New Editing and Formatting Same-Page Proofing -Much less time to change and review documents

New Products New Brochures -5.5 by 16.5 Tri-fold (folded to 5.5 by 5.5) -8.5 by 15.5 Tri-Fold (folded to 8.5 by 5.5)

New Editing and Formatting Print Your Custom Marketing Pieces -Leverage Custom Xpress’ high quality print and next day turn around by uploading your own designs from PDFs or high resolution JPEGs. -Carefully follow the guidelines found under Online Resources. -Be sure to carefully proof your order as they will be printed as they appear online.

Marketing Solutions Help Desk Toll Free: Hours: Monday – Friday; 9am - 5pm PDT On the WORC > Resources > Marketing > Marketing Solutions Helpdesk Custom Xpress Print Information and Resources

Launch Promotions 25% Off Your Next Custom Xpress Order -Enter offer code WRECX25 at check out to save 25% off print marketing materials and direct mail FREE 60-day Custom Xpress Marketing Trial -Select ‘ Marketing’ tab, choose a subscription level and sign-up for -A credit card is required for authentication, however, you will not be charged for the first 60 days and can cancel at anytime during this period

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