Oftentimes more money is wasted on marketing than just about any other aspect of running a business. It is a difficult and vague science that many companies get wrong. The first lesson of marketing is to be careful when listening to experts.
Marketing by definition is to discover the needs and wants of prospective customers and satisfy them. What is important is to recognize that marketing is your dominant function. Marketing is what ultimately separates the great Sales Associate from the rest.
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Agenda
Needs and wants of consumers are changing
The brand
Marketing a service
Building relationships
Marketing rules
Personal promotion
Specialize
Elements for your marketing plan
Tips for online marketing success
Social media marketing
Writing property ads
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Identifies what service you represent
Differentiates from competition
Establishes your credibility
It “pre-sells” you
Think of yourself as an ambassador of the RE/MAX brand.
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When developing your marketing plan:
Inventory
Services are intangible
Consumers evaluate you based on what they can see.
Dress for success
The Anchoring Principal
Familiarity breeds business
Brand name
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Services are inconsistent
To be consistent you must have systems
Services are inseparable
Goods are produced, then sold, then consumed.
Services are sold, then produced and consumed at the same
time.
Capacity management
Services are perishable
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Superior expertise is not critical to success in services
Enthusiasm beats out ability
Service doesn’t sell houses – price does!
Promote Your Success
Remember, out of sight is out of mind.
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Basic Rules
1. You cannot market effectively without marketing research
2. Consider how marketing interacts with other parts of your
business
3. The antithesis factor
4. Combine the interaction of three basic concepts
5. Steal ideas from other businesses
6. Be able to answer the question “Why should I choose you?”
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7. There are no magic answers leading to bigger production
8. You should also think about things you can offer to your
customer as part of your marketing and something you can
become known for.
9. Any good marketing piece is better if it is specialized
10.Market yourself to RE/MAX Sales Associates
11.Develop a lead generating website
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12. Your image is everything - Don’t settle for second best
13. For every Rs.1.00 spent on promotion you must get back
Rs.4.00
14.To increase the amount of marketing you can do, co-op your
advertising
15.Get a second opinion - Ask your Broker or Manager.
16.Cause Marketing
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Be business person rather than being a real estate salesperson
Repeat and referral business
Some effective forms
Brochures
Print advertising
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Promotional items
Online campaign (blog, website, social media, and forums)
Magnetic car signs
Visit RE/MAX Mainstreet for hundreds of personal promotion
ideas
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Publish a blog post twice per week.
Update website twice per month.
Knock on 50 doors per week.
Distribute 25 business cards per week.
Send e-mail to the sphere of influence every month.
Hold a holiday appreciation party every first week of December.
Select a specific customer segment and focus on the segment.
Be either the big fish in a little pond or create a niche and own the pond.
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Work only with exclusive listing agreements.
Have the business card that stands out the most.
Yard signs with your photo.
Identify yourself with “5 Star Service.”
Identify yourself as “Each Sale is an Artwork.”
Community involvement.
Public relations campaign.
Sponsorship of sports events or a team.
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Testimonials from past clients.
Become known for your certifications and courses.
Be the Associate that provides better market statistics.
Have the best listing presentation.
Frequent Open Houses in all of your listings.
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Present seminars for buyers and/or sellers.
Write a real estate column in your newsletters.. …. ..
Publish innovative classified ads.
Print ads in newspapers and magazines.
Postcard campaign to sphere of influence.
Send out monthly newsletter to your neighborhood.
Promotional items (specialty items).