lead generation 36:12:3 power session 3: marketing

Lead Generation 36:12:3

Power Session 3: Marketing

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


Ground Rules1) 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!

IntroductionPower Session 3


Introduction

How You Will LearnLearning Methods

1) Manual• Models/Systems• Exercises/Discussion• Stories

2) Classroom• PowerPoint slides• KWConnect videos• Classmates/Instructor

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Lead Generation 36:12:3 Slide 5Page 4

Introduction

How You Will LearnAccountability Methods

1) Lead Generation Action Plan

2) Accountability Partner/Program

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1. Set Goals

2. Do Key Activities

3. Measure Results

4. Evaluate Process

5. Make Adjustments Accountability

Feedback Loop


EXERCISEWhere 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



Why You Are Here

Be a Relentless Marketer

Read, underline, and share …

Page 6



Introduction

What Will Make This a

Great Training Experience• • •

Page 7

Power Session 3

You are

here!


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!

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What Is Marketing?• More passive form of lead generation• Attracts business, doesn’t find business• Disadvantages:

1) Expensive2) Less personal and memorable3) Less immediate in its results

• Advantages:1) Efficient use of time2) Reaches a larger audience

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Truth

The role of marketing during your growth phase is to supplement your prospecting.

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Lead Generation 36:12:3 Slide 12-13


What Are the Benefits?1. Gives you a reason to

prospect

2. Sets you apart after prospecting

3. Helps you keep mindshare

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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!

Lead Generation 36:12:3 Slide 13Page 14-15


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

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Average Response Rates for all Types of Marketing by Industry

6.92

%

4.83

%

4.64

%

3.12

%

2.82

%

2.66

%

3.24

%

0.82

%

0.10

%

0.00%1.00%2.00%3.00%4.00%5.00%6.00%7.00%8.00%

enter

tainm

ent &

recre

ation

build

ing &

const

ructio

n

non-p

rofits

healt

h servic

es

comp

uter &

electro

nics

catalog

/ reta

il

REAL

ESTA

TEuti

lities

AVER

AGE

Industry

Res

pons

e ra

tes

See chart in text


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

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Myth 2

The purpose of prospecting and marketing is to get

appointments.

Page 17-18

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Haven’t Mets Mets

Appointments

Prospecting + Marketing

Truth

The purpose of prospecting and marketing is to get

appointments AND increase your database of Mets.


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.



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

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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

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Defining Your Brand

EXERCISERefine Your USP

1) Revise your USP.

2) Share with your group members.

Time: 15 minutes

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Power Session 3


Defining Your Brand

Your USP, Style, and Brand2. Analyze Your Style

• Makes you memorable• What speaks to your target demographic

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Your style = your personality + your target group’s preferences


Defining Your Brand

EXERCISEComplete Your Style Analysis

1) Fill out the personal style worksheet.

Time: 10 minutes

Page 26

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Defining Your Brand

Your USP, Style, and Brand3. 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

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Defining Your Brand

EXERCISEWrite 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

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Marketing Your Brand

• Marketing your brand Sellers• Marketing your listings Buyers

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• Decide what kinds of customers you want

• Pick the best marketing vehicles for them


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6 Methods for Marketing Your Brand

1. Community Involvement

2. Media

3. Mailouts

4. Signs

5. Automated Marketing

6. The Internet



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 3Marketing Your Brand



Community Involvement• Benefit by helping others.• Meet terrific prospects.

• Sponsorships• Charities• Social Organizations• Business Organizations• Personal Interest Groups• Other

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See Community Involvement chart in text for more details


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.


Page 36-37

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Media AdvertisingPrinciples 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.

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See Popular Media chart in text for more details



Mail-outs• Highest rate of return of real

estate marketing1) 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.

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See charts in text for more details.

Marketing materials by the Paul Herrick Group



Signs1. 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!

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See chart in text for more details.

Cynthia Nina-Soto’s truck



Automated Marketing• Reach a large audience• Very cheap• Easy to ignore• Needs to contain value for your

audience• Needs frequently updated content

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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.

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For more information on using the Internet to build your business, check out KWU’s Internet Lead Generation course.


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 3Marketing Your Brand


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

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• 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.

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See the 14-Step Marketing Plan in your text for more details.



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.

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Marketing to SellThe 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.

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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.

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Prototype single-property blog by Greg Swann of

Bloodhound Realty



Marketing to Sell

Yard Signs• Place signs prominently.• Keep brochure box stocked.• Use riders strategically.

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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.

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Marketing materials by the Paul Herrick Group.


Systematic Marketing

The 3 Foundational Marketing Plans• The 8 x 8 (Mets)• The 33 Touch (Mets)• The 12 Direct (Haven’t Mets)

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Conversion Ratios

Mets: 12 contacts 2 transactions (12:2)

Haven’t Mets: 50 contacts in your database 1 transaction (50:1)



• 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.

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Example

Total transactions goal: t 36

Transactions from Mets: m 30

Transactions from Haven’t Mets: h (= t – m) 36 – 30 = 6

# Mets You Need: m x 6 30 x 6 = 180

# Haven’t Mets you need: h x 50 6 x 50 = 300



Building a Successful, Systematic Marketing Action Plan:

3 Key Strategies1. 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.

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Note: Use the form on page 71 to help target your audience.



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

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See the plans in the text for more details.



Top 12 Design Tips1. Include an offer-

response in every piece.

2. Come from contribution.

3. Emphasize benefits, not features.

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Marketing materials by Ron Cedillo of Home Buyers Realty

Making It Memorable, Making It Persuasive



Top 12 Design Tips4. Have a consistent look and

feel.

5. Have an attractive, professional look.

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Marketing materials by the de Somer Williams Luxury Estate Team




Top 12 Design Tips6. Have a unique, eye-

catching hook.

7. Personalize your ads and events.

8. Look for longevity.

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Marketing materials by Andy Rosen of The Marketing Advantage




Top 12 Design Tips9. Use only one

focused message per piece.

10. Use testimonials.

11. Leverage the seasons.

12. Brand on both sides.

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Marketing materials by the Armstrong Real Estate Group



Putting It All Together

Power Session Aha’s

Your Lead Generation Action Plan

Page 87-89

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RememberWhile you’re still on the path to 36, you should

spend most of your 3 hours prospecting.

Your marketing activities should supplement your prospecting!


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).


Thank Youfor Being Here!

Don’t forget your evaluations!

lead generation 36:12:3 power session 3: marketing

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