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

2. Lead Generation 36:12:3 Slide 2 In this Power Session … 1)Introduction 2)Marketing for Lead Generation 3)Defining Your Brand 4)Marketing Your Brand 5)Marketing Your Listing 6)Systematic Marketing 7)Putting It All Together Page 1 Power Session 3

3. Lead Generation 36:12:3 Slide 3 Ground Rules 1)Arrive on time. 2)Form groups quickly. 3)Limit side conversations. 4)Turn off cell phones and pagers. 5)Be comfortable. 6)Respect time. 7)Respect each other. 8)Help each other. 9)Respect confidentiality. 10)Have fun! Page 3 Introduction Power Session 3

4. Lead Generation 36:12:3 Slide 4 Page 4 Introduction How You Will Learn Learning Methods 1)Manual Models/Systems Exercises/Discussion Stories 2)Classroom PowerPoint slides KWConnect videos Classmates/Instructor Power Session 3

5. Lead Generation 36:12:3 Slide 5 Page 4 Introduction How You Will Learn Accountability Methods 1)Lead Generation Action Plan 2)Accountability Partner/Program Power Session 3 1. Set Goals 2. Do Key Activities 3. Measure Results 4. Evaluate Process 5. Make Adjustments Accountability Feedback Loop

6. Lead Generation 36:12:3 Slide 6 EXERCISE Where You Are Today 1)Lead Generation Activities 2)My aha’s from these activities 3)The most difficult part of these activities 4)What I will do differently in the next 24 hours Time: 10 minutes Page 5 Introduction Power Session 3

7. Lead Generation 36:12:3 Slide 7 Why You Are Here Be a Relentless Marketer Read, underline, and share … Page 6 Introduction Power Session 3

8. Lead Generation 36:12:3 Slide 8 Introduction What Will Make This a Great Training Experience Page 7 Power Session 3 You are here!

9. Lead Generation 36:12:3 Slide 9 Page 9 Marketing for Lead Generation 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! Power Session 3

10. Lead Generation 36:12:3 Slide 10 Page 10 Marketing for Lead Generation What Is Marketing? More passive form of lead generation Attracts business, doesn’t find business Disadvantages: 1)Expensive 2)Less personal and memorable 3)Less immediate in its results Advantages: 1)Efficient use of time 2)Reaches a larger audience Power Session 3

11. Lead Generation 36:12:3 Slide 11 Marketing for Lead Generation Truth The role of marketing during your growth phase is to supplement your prospecting. Page 11 Power Session 3

12. Lead Generation 36:12:3 Slide 12 Page 12-13 Marketing for Lead Generation What Are the Benefits? 1.Gives you a reason to prospect 2.Sets you apart after prospecting 3.Helps you keep mindshare Power Session 3 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!

13. Lead Generation 36:12:3 Slide 13 Page 14-15 Marketing for Lead Generation 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 Power Session 3 See chart in text

14. Lead Generation 36:12:3 Slide 14 Myth 1 I only need to prospect OR market to be successful. Successful lead generation is a combination of two things: prospecting and marketing. Truth Page 16 Power Session 3 Marketing for Lead Generation

15. Lead Generation 36:12:3 Slide 15 Myth 2 The purpose of prospecting and marketing is to get appointments. Page 17-18 Power Session 3 Marketing for Lead Generation Haven’t Mets Mets Appointments Prospecting + Marketing Truth The purpose of prospecting and marketing is to get appointments AND increase your database of Mets.

16. Lead Generation 36:12:3 Slide 16 Myth 3 Any marketing I do builds mindshare. Page 19 Power Session 3 Truth If you don’t market repeatedly and consistently, you are throwing your money away. Marketing for Lead Generation

17. Lead Generation 36:12:3 Slide 17 Page 21-22 Defining Your Brand What Is Branding? Makes you memorable and valid Two ways to build reputation 1)Marketing your USP and brand 2)Delivering on your USP and customer service Everything can be part of your brand There is no one right brand Power Session 3

18. Lead Generation 36:12:3 Slide 18 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. Defining Your Brand Page 23 Power Session 3

19. Lead Generation 36:12:3 Slide 19 Defining Your Brand EXERCISE Refine Your USP 1)Revise your USP. 2)Share with your group members. Time: 15 minutes Page 24 Power Session 3

20. Lead Generation 36:12:3 Slide 20 Page 25 Defining Your Brand Your USP, Style, and Brand 2. Analyze Your Style Makes you memorable What speaks to your target demographic Power Session 3 Your style = your personality + your target group’s preferences

21. Lead Generation 36:12:3 Slide 21 Defining Your Brand EXERCISE Complete Your Style Analysis 1)Fill out the personal style worksheet. Time: 10 minutes Page 26 Power Session 3

22. Lead Generation 36:12:3 Slide 22 Page 27-28 Defining Your Brand 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 Power Session 3

23. Lead Generation 36:12:3 Slide 23 Defining Your Brand EXERCISE Write Your Brand Identity Statement 1)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 2)Complete the form on page 29. Time: 20 minutes Page 29 Power Session 3

24. Lead Generation 36:12:3 Slide 24 Page 31 Marketing Your Brand Marketing your brand  Sellers Marketing your listings  Buyers Power Session 3 Decide what kinds of customers you want Pick the best marketing vehicles for them

25. Lead Generation 36:12:3 Slide 25 Page 32 Power Session 3 6 Methods for Marketing Your Brand 1.Community Involvement 2.Media 3.Mailouts 4.Signs 5.Automated Marketing 6.The Internet Marketing Your Brand

26. Lead Generation 36:12:3 Slide 26 The Big 3 Marketing Principles 1. Research your new marketing method in your area. 2.Talk to your Team Leader or mentor. 3.Lead with revenue. Page 33 Power Session 3 Marketing Your Brand

27. Lead Generation 36:12:3 Slide 27 Page 34-36 Marketing Your Brand Community Involvement Benefit by helping others. Meet terrific prospects. Sponsorships Charities Social Organizations Business Organizations Personal Interest Groups Other Power Session 3 See Community Involvement chart in text for more details

28. Lead Generation 36:12:3 Slide 28 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. Marketing Your Brand Page 36-37 Power Session 3

29. Lead Generation 36:12:3 Slide 29 Page 38-41 Marketing Your Brand Media Advertising Principles of Working with Popular Media: 1.Does the quality of the piece look like the fee you charge? 2.Be consistent. 3.Placement matters. 4.Use IVR consistently across media. 5.Track your response rate. 6.Impressions matter. Power Session 3 See Popular Media chart in text for more details

30. Lead Generation 36:12:3 Slide 30 Page 42-46 Marketing Your Brand Mail-outs Highest rate of return of real estate marketing 1)Include an offer-response in every piece. 2)Hand-deliver for better response rate. 3)Follow up on mail-outs. 4)Use email strategically. Leverage seasons and events for mail-outs. Power Session 3 See charts in text for more details. Marketing materials by the Paul Herrick Group

31. Lead Generation 36:12:3 Slide 31 Page 47-50 Marketing Your Brand Signs 1.Proof materials before and after printing. 2.Maintain signs in good repair. 3.Match the message to the context. 4.Your signs must be legible! Power Session 3 See chart in text for more details. Cynthia Nina-Soto’s truck

32. Lead Generation 36:12:3 Slide 32 Page 51-56 Marketing Your Brand Automated Marketing Reach a large audience Very cheap Easy to ignore Needs to contain value for your audience Needs frequently updated content Power Session 3 See chart in text for more details.

33. Lead Generation 36:12:3 Slide 33 Page 56-57 Marketing Your Brand 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 1)Have IDX and a drip system. 2)Offer CMAs. 3)Provide updated neighborhood info. Power Session 3 For more information on using the Internet to build your business, check out KWU’s Internet Lead Generation course.

34. Lead Generation 36:12:3 Slide 34 Remember 1.You have to have content that the public wants. 2.You have to make your sites and content findable. Page 58 Power Session 3 Marketing Your Brand

35. Lead Generation 36:12:3 Slide 35 Page 59 Marketing Your Listing 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 Power Session 3

36. Lead Generation 36:12:3 Slide 36 Page 60 Marketing Your Listing 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. Power Session 3 See the 14-Step Marketing Plan in your text for more details.

37. Lead Generation 36:12:3 Slide 37 Page 61 Marketing Your Listing 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. Power Session 3

38. Lead Generation 36:12:3 Slide 38 Page 62 Marketing Your Listing 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. Power Session 3 See chart in text for more details.

39. Lead Generation 36:12:3 Slide 39 Page 63 Marketing Your Listing 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. Power Session 3 Prototype single-property blog by Greg Swann of Bloodhound Realty

40. Lead Generation 36:12:3 Slide 40 Page 64 Marketing Your Listing Marketing to Sell Yard Signs Place signs prominently. Keep brochure box stocked. Use riders strategically. Power Session 3

41. Lead Generation 36:12:3 Slide 41 Page 65-67 Marketing Your Listing 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. Power Session 3 Marketing materials by the Paul Herrick Group.

42. Lead Generation 36:12:3 Slide 42 Page 69 Systematic Marketing The 3 Foundational Marketing Plans The 8 x 8 (Mets) The 33 Touch (Mets) The 12 Direct (Haven’t Mets) Power Session 3 Conversion Ratios Mets: 12 contacts  2 transactions (12:2) Haven’t Mets: 50 contacts in your database  1 transaction (50:1)

43. Lead Generation 36:12:3 Slide 43 Page 70 Systematic Marketing 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. Power Session 3 Example Total transactions goal:t36 Transactions from Mets:m30 Transactions from Haven’t Mets:h (= t – m)36 – 30 = 6 # Mets You Need:m x 630 x 6 = 180 # Haven’t Mets you need:h x 506 x 50 = 300

44. Lead Generation 36:12:3 Slide 44 Page 71-72 Systematic Marketing Building a Successful, Systematic Marketing Action Plan: 3 Key Strategies 1.Target your audience. Identify your audience. Develop materials that appeal to them. 2.Be consistent and repetitive. It’s the only way to retain mindshare. 3.Don’t overthink it. Quantity is more important than perfection. Power Session 3 Note: Use the form on page 71 to help target your audience.

45. Lead Generation 36:12:3 Slide 45 Page 73-76 Systematic Marketing 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 Power Session 3 See the plans in the text for more details.

46. Lead Generation 36:12:3 Slide 46 Page 77-79 Systematic Marketing Top 12 Design Tips 1.Include an offer- response in every piece. 2.Come from contribution. 3.Emphasize benefits, not features. Power Session 3 Marketing materials by Ron Cedillo of Home Buyers Realty Making It Memorable, Making It Persuasive

47. Lead Generation 36:12:3 Slide 47 Page 80-81 Systematic Marketing Top 12 Design Tips 4.Have a consistent look and feel. 5.Have an attractive, professional look. Power Session 3 Marketing materials by the de Somer Williams Luxury Estate Team Making It Memorable, Making It Persuasive

48. Lead Generation 36:12:3 Slide 48 Page 82-83 Systematic Marketing Top 12 Design Tips 6.Have a unique, eye- catching hook. 7.Personalize your ads and events. 8.Look for longevity. Power Session 3 Marketing materials by Andy Rosen of The Marketing Advantage Making It Memorable, Making It Persuasive

49. Lead Generation 36:12:3 Slide 49 Page 84-85 Systematic Marketing Top 12 Design Tips 9.Use only one focused message per piece. 10.Use testimonials. 11.Leverage the seasons. 12.Brand on both sides. Power Session 3 Marketing materials by the Armstrong Real Estate Group Making It Memorable, Making It Persuasive

50. Lead Generation 36:12:3 Slide 50 Putting It All Together Power Session Aha’s Your Lead Generation Action Plan Page 87-89 Power Session 3 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!

51. Lead Generation 36:12:3 Slide 51 Putting It All Together Page 90-91 Power Session 3 The 3-Hour Habit 1)Time block 3 hours every workday before noon. 2)No skipping. If you must erase, then you must replace. 3)Allow no interruptions (unless they truly are emergencies).

52. Lead Generation 36:12:3 Slide 52 Thank You for Being Here! Don’t forget your evaluations!