Building Your
Marketing Plan
with
The Ultimate
Online Marketing Strategy
for Real Estate Investors

Warning!
This call is ONLY for experienced investors.
The strategies discussed are
NOT for real estate rookies.

Your Host:
InvestorCarrot
Aaron McManus
VP of Engagement

Background:
Aaron McManus
VP of Engagement
- Started in Chicago real estate in 1997
- Supervised over $1B in sales
- Over 2,000 apartment leases
- Managed over $40M in residential property
- Oversaw some rehab of historic property
- Represented 100s of investors
- Marketing, training and cultural development with
Fortune 500 companies and elite entrepreneurs
- Passionate about food, youth & community development

In This Training You Will Learn:
- Why Strategic Planning is So Important
- What a Marketing Plan *Can’t* Do
- Why Your Marketing Should Tell A Powerful Story
- The 9 Questions You Must Ask Yourself
- Keywords to Research
- Preparing for Success

"You've got to be very careful
if you don't know where
you're going, because you
might not get there."
-Yogi Berra

Creative without strategy is
called 'art.' Creative with
strategy is called 'advertising.'
- Jef I. Richards

If you want [something], you have
to prepare for it with a
vengeance.
- Denise Morrison

Copyright © 2014 Carrotly, LLC, aka InvestorCarrot. All information herein is the property of Carrotly, LLC.
You may not use, reproduce, modify, distribute or republish any content contained herein without prior written permission from Carrotly, LLC.
What a Marketing Plan Can’t Do:
- Give legal advice
- Provide investment advice
- Fix your personal/business problems
- Make your tough decisions for you
9

Copyright © 2014 Carrotly, LLC, aka InvestorCarrot. All information herein is the property of Carrotly, LLC.
You may not use, reproduce, modify, distribute or republish any content contained herein without prior written permission from Carrotly, LLC.
The first step of any strategic plan is to define the goal.
What’s your goal?
10

The company without
strategy is willing to try
anything.
- Michael Porter

Copyright © 2014 Carrotly, LLC, aka InvestorCarrot. All information herein is the property of Carrotly, LLC.
You may not use, reproduce, modify, distribute or republish any content contained herein without prior written permission from Carrotly, LLC.
Your goals should be SMART –
Specific, Measurable, Achievable, Realistic and Timely.
Example: “Making money” is not a SMART goal, whereas
“I want to make $100,000 in 2015” could be SMART if can be
realistically achieved, but it is specific, measurable and timely.
12

Copyright © 2014 Carrotly, LLC, aka InvestorCarrot. All information herein is the property of Carrotly, LLC.
You may not use, reproduce, modify, distribute or republish any content contained herein without prior written permission from Carrotly, LLC.
The second step of any good plan is to describe the
impact that will happen if the plan succeeds.
What impact will this have?
Bonus: What’s the impact on your family and your community?
14

You need to research your
Local Market
before you make investment
decisions.

Copyright © 2014 Carrotly, LLC, aka InvestorCarrot. All information herein is the property of Carrotly, LLC.
You may not use, reproduce, modify, distribute or republish any content contained herein without prior written permission from Carrotly, LLC.
Tough question:
How big is your market, and what % do you need to reach
in order to accomplish your $ goals?
16

Conduct a
SWOT analysis.
What are your Strengths, Weaknesses, Opportunities and Threats?

Copyright © 2014 Carrotly, LLC, aka InvestorCarrot. All information herein is the property of Carrotly, LLC.
You may not use, reproduce, modify, distribute or republish any content contained herein without prior written permission from Carrotly, LLC.
Get honest with yourself.
Where are you at today, and what’s holding you back? What are the biggest
opportunities you want to capture? What’s your biggest risk of failure? You
may want help from an expert coach or small business advisor – if you aren’t
able to pay, many communities have free planning services through a local
chapter of SCORE, a community college, or economic development center.
Take advantage of those resources – sometimes deals come from unlikely
places!
18

How tough is your
Competition?
Get specific and conduct a competitive analysis. Learn everything you
can about the current offers competing with yours, reputations, types of
transactions, and results that your local competition has achieved.

Copyright © 2014 Carrotly, LLC, aka InvestorCarrot. All information herein is the property of Carrotly, LLC.
You may not use, reproduce, modify, distribute or republish any content contained herein without prior written permission from Carrotly, LLC.
Most Common Competition Research Methods:
1) Google
2) MLS
3) Word of Mouth
4) Site visits
5) Social Media
6) Suppliers, vendors & partners
7) Conferences
8) SpyFu, Moz, Alexa
9) Pick up the phone and buy them a drink
20

Who are your
ideal targets?
Try to be very specific – what are your ideal types of transactions, and
who is well positioned to buy/sell them?

Copyright © 2014 Carrotly, LLC, aka InvestorCarrot. All information herein is the property of Carrotly, LLC.
You may not use, reproduce, modify, distribute or republish any content contained herein without prior written permission from Carrotly, LLC.
Make a Target Audience Portrait of
Each of Your Targets
Drill down to demographics, culture, lifestyle, and other defining
characteristics that will help you empathize and relate to the person you
want to reach.
26

Investors
(Cash Buyers)
Sellers
(Discount Properties)
Dwellers
(Tenants &
Retail Buyers)
rentals
rent to own
home buyers
facing foreclosure
tax sale
divorce
distressed properties
inheritance
qualified investors
private money lenders
long term owners
institutional lenders
[Profit] [Help] [Aspire]

One Site Per Target
Find Motivated Sellers Build a Cash Buyer List
Create Credibility
(main company site)
ers Tenants (Rent to Own)

Many Pages, One Site

What are your
Compelling
Offers?
The Compelling Offer is the KEY to success in marketing!

Copyright © 2014 Carrotly, LLC, aka InvestorCarrot. All information herein is the property of Carrotly, LLC.
You may not use, reproduce, modify, distribute or republish any content contained herein without prior written permission from Carrotly, LLC.
Compelling Offers Included with Carrot Sites:
- Fast Cash Offer
- Join Our Exclusive List of Local Discount Properties
- Join Our Exclusive List of Great Rent-to-Own Properties
- Free Report Selling to A Real Estate Investor
- Free Report 5 Ways to Stop Foreclosure
- Free Passive Income Investing Report
- Free Private Lending Report
These offers come with your InvestorCarrot system and are fully loaded – what can you do to make them more
compelling, and to stand out from your competition? Be careful here, as state and local laws can prohibit certain
types of incentives to sellers, buyers, or unlicensed real estate professionals.
33

Is this part of your
Powerful
Story?
Telling your story is the best way to reach other people.

Copyright © 2014 Carrotly, LLC, aka InvestorCarrot. All information herein is the property of Carrotly, LLC.
You may not use, reproduce, modify, distribute or republish any content contained herein without prior written permission from Carrotly, LLC. 35

Copyright © 2014 Carrotly, LLC, aka InvestorCarrot. All information herein is the property of Carrotly, LLC.
You may not use, reproduce, modify, distribute or republish any content contained herein without prior written permission from Carrotly, LLC. 36

How will you
Reach Your
Audience?
You should be excited to share your powerful story!!!

Copyright © 2014 Carrotly, LLC, aka InvestorCarrot. All information herein is the property of Carrotly, LLC.
You may not use, reproduce, modify, distribute or republish any content contained herein without prior written permission from Carrotly, LLC.
Ways to Reach Your Target Audiences:
- Online search marketing (may include search engine optimization “SEO”, pay-per-click “PPC”, video optimization,
and other strategies)
- Direct mail
- Bandit signs
- Bird dogs and brokers
- Video marketing (may overlap with search if videos are properly optimized)
- Email (may be part of lead nurturing/autoresponse campaign or from purchased lists)
- Cold calling (purchased or self-generated lists)
- Radio or television ads
- Press/media, aka “earned marketing”
- Networking and events
- Referrals and reputation, aka “word of mouth”
- Craiglist and other online bulletin boards
There’s a long list here of possible methods that may be easy or difficult for you to implement, depending on your
SWOT analysis and the “readiness” of your business. Each method has different benefits that depend on a great deal
of factors and can be effective in some situations, so there’s no right/wrong methods… only right/wrong ways to
implement them to get the results you want. If you’re just starting out, whittle this list down to only the 3 easiest
methods to implement, or use a phased approach as seen on the next slide.
38

Copyright © 2014 Carrotly, LLC, aka InvestorCarrot. All information herein is the property of Carrotly, LLC.
You may not use, reproduce, modify, distribute or republish any content contained herein without prior written permission from Carrotly, LLC. 39

InvestorCarrot
Basic Marketing Grid
Phase 1 Phase 2 Phase 3 Phase 4 Phase 5
Websites Branded & up 1 new post/week Localize lead page Add Case Studies Test & refine
PPC & Ads Establish account Set up ad rotation Rotate/test new ads Add new offers Test & refine
Organic Search Research Good back links On page Build Rankings
Email Nurture Setup auto-post Build identity Promote events Build culture Build community
Craigslist 10 posts/week 10 posts/week 10 posts/week 10 posts/week 10 posts/week

Do Your
Keyword
Research!
Find out what people are searching in your market!!!

Copyright © 2014 Carrotly, LLC, aka InvestorCarrot. All information herein is the property of Carrotly, LLC.
You may not use, reproduce, modify, distribute or republish any content contained herein without prior written permission from Carrotly, LLC.
Some Target Phrases:
we buy any house
we buy houses
we buy your house
we buy houses for cash
we buy houses fast
quick house sale
sell my house quickly
how to sell your house quickly
sell house quickly
sell my house quick
sell house quick
sell my house fast
sell house fast
sell your house fast
42

Who supports your
growth?
Adding a coach, virtual assistant, employee or other support to
your team might be what you need to take it to the next level.

We can help you
Prepare For
Success
It’s all about the strategy, baby.
But sorry, right now you’ll have to wait.

Leverage the power of proven
Content
Marketing
for Real Estate Investors.