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Lead Generation 36:12:3

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.

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Lead Generation 36:12:3

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

  2. 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

  3. Introduction 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! Page3

  4. Introduction Power Session 3 How You Will Learn Learning Methods • Manual • Models/Systems • Exercises/Discussion • Stories • Classroom • PowerPoint slides • KWConnect videos • Classmates/Instructor Page4

  5. 1. Set Goals 5. Make Adjustments 2. Do Key Activities Accountability Feedback Loop 4. Evaluate Process 3. Measure Results Introduction Power Session 3 How You Will Learn Accountability Methods • Lead Generation Action Plan • Accountability Partner/Program Page4

  6. Introduction 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 Page5

  7. Introduction Power Session 3 Why You Are Here Be a Relentless Marketer Read, underline, and share … Page6

  8. You are here! Introduction Power Session 3 What Will Make This a Great Training Experience Page7

  9. 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! Page9

  10. 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 Page10

  11. Marketing for Lead Generation Power Session 3 Page11

  12. 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! Page12-13

  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 Page14-15

  14. Marketing for Lead Generation Power Session 3 Truth Successful lead generation is a combination of two things: prospecting and marketing. Page16

  15. Prospecting + Marketing Haven’t Mets Mets Appointments Marketing for Lead Generation Power Session 3 Page17-18

  16. Marketing for Lead Generation Power Session 3 Page19

  17. Defining Your Brand 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 Page21-22

  18. Defining Your Brand 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. Page23

  19. Defining Your Brand Power Session 3 EXERCISE Refine Your USP • Revise your USP. • Share with your group members. Time: 15 minutes Page24

  20. 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 Page25

  21. Defining Your Brand Power Session 3 EXERCISE Complete Your Style Analysis • Fill out the personal style worksheet. Time: 10 minutes Page26

  22. Defining Your 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 Page27-28

  23. Defining Your Brand 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 Page29

  24. Marketing Your Brand 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 Page31

  25. Marketing Your Brand Power Session 3 6 Methods for Marketing Your Brand • Community Involvement • Media • Mailouts • Signs • Automated Marketing • The Internet Page32

  26. Marketing Your Brand Power Session 3 Page33

  27. Marketing Your Brand 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 Page34-36

  28. Marketing Your Brand 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. Page36-37

  29. Marketing Your Brand 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 Page38-41

  30. 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 Page42-46

  31. Marketing Your Brand 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 Page47-50

  32. Marketing Your Brand 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. Page51-56

  33. Marketing Your Brand 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. Page56-57

  34. Marketing Your Brand Power Session 3 Page58

  35. 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 Page59

  36. 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. Page60

  37. 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. Page61

  38. 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. Page62

  39. 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 Page63

  40. Marketing Your Listing Power Session 3 Marketing to Sell Yard Signs • Place signs prominently. • Keep brochure box stocked. • Use riders strategically. Page64

  41. 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. Page65-67

  42. Systematic Marketing Power Session 3 The 3 Foundational Marketing Plans • The 8 x 8 (Mets) • The 33 Touch (Mets) • The 12 Direct (Haven’t Mets) Page69

  43. Systematic Marketing 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. Page70

  44. 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. Page71-72

  45. Systematic Marketing 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. Page73-76

  46. Systematic Marketing Power Session 3 Top 12 Design Tips • Include an offer-response in every piece. • Come from contribution. • Emphasize benefits, not features. Making It Memorable, Making It Persuasive Marketing materials by Ron Cedillo of Home Buyers Realty Page77-79

  47. Systematic Marketing Power Session 3 Top 12 Design Tips • Have a consistent look and feel. • Have an attractive, professional look. Making It Memorable, Making It Persuasive Marketing materials by the de Somer Williams Luxury Estate Team Page80-81

  48. Systematic Marketing Power Session 3 Top 12 Design Tips • Have a unique, eye-catching hook. • Personalize your ads and events. • Look for longevity. Making It Memorable, Making It Persuasive Marketing materials by Andy Rosen of The Marketing Advantage Page82-83

  49. Systematic Marketing Power Session 3 Top 12 Design Tips • Use only one focused message per piece. • Use testimonials. • Leverage the seasons. • Brand on both sides. Making It Memorable, Making It Persuasive Marketing materials by the Armstrong Real Estate Group Page84-85

  50. Putting It All Together Power Session 3 Power Session Aha’s Your Lead Generation Action Plan Page87-89

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