the basics of realtor branding | marketing 101

Samuel Scott F I N A N C I A L G R O U P

RE 101 Branding & Basics of Marketing

Topics


ü Find your Niche

ü Marketing Basics

ü The Marketing Mix

ü Your SOI

ü Your Farm

ü Content Sources

ü Follow Up

Samuel Scott

Find your niche.

Elements of a brand


ü Cultural

ü Visual

ü Textual

Elements of a brand


Cultural

ü  Unique Selling Point (USP)

ü  “Je ne sais quoi”

ü  Style

ü  Voice

ü  Personality

ü  Strengths

Elements of a brand


Textual

ü  Bio

ü  Mini bio

ü  Mission statement

ü  Value statement (core values)

ü  Tag line

Elements of a brand


Visual

ü  Logo (micro logo)

ü  Head shot

ü  Photos

ü  Design elements

ü  Style

ü  Colors

Elements of a brand


Logo

Micro Logo

Samuel Scott

Marketing basics.

Business Cards


ü White space

ü Photo

ü Contact info

ü Use front and back

ü High quality paper

ü Consider: Silk finish, UV overlays

Email Stationery


ü Email Address (Broker or Agent branded only)

ü Signatures

ü Outlook (edit signature)

ü Gmail or Yahoo (Wisestamp)

ü Mobile and tablet

ü Photo / Logo

ü Contact info

ü Hyperlinks?

Email Stationery


Website


ü Basic

ü Free sites from your brokerage

ü Intermediate

ü Low cost, low maintenance

ü Advanced

ü Larger investment, larger return

Website


Basic

ü Broker Supplied Website

ü Broker hosted

ü IDX Property Search

ü About

ü Contact

Website


Intermediate ü Wordpress blog

ü Theme / Placester

ü Installed IDX

ü Community info

ü Mobile responsive!!

Website


Advanced

ü Custom Wordpress site

ü Market reports

ü Landing pages

ü Lead Capture

ü Video posts

ü Social Media

Website | URL


ü Agent Name

ü Real estate theme

ü Community theme

ü Landing pages

Presentations


ü Listing presentation

ü Personalize your brokerage presentation

ü Pre-listing presentation

ü Hyper-local market report & cover page

ü Buyers presentation

ü Zillow vs MLS & market reports

ü CMA

ü Cloud CMA (better than MLS)

Social Media


ü Online Reputation Management

ü LinkedIn

ü Facebook

ü YouTube

ü Twitter

ü Others…

Social Media


Online Reputation management ü Check your search results

ü Delete / update old profiles

ü Set Google alerts for your name

ü Monitor your online presence

Social Media


LinkedIn profile ü A must

ü Create a complete profile

ü Upload “extras”

ü Connect with good connections

ü Update status if it fits your marketing mix

Social Media


Facebook profile ü Use to work your SOI

ü Organize friends into lists

ü Set privacy settings

ü Don’t worry about pages

Social Media


YouTube ü ONLY use if you are producing your own

videos or have virtual tours from listings

Twitter / Pinterest / Instagram ü ONLY use if you already have followers

Samuel Scott

The Marketing Mix.

Lead Sources


1 •  Sphere of Influence

2 •  Community Farm

3 •  Advertising

4 •  Listings

5 •  Groups / Organizations

Samuel Scott

Your SOI.

SOI vs. Everything Else


You can only market to 2 types of people

1.  People you know

2.  People you don’t know

SOI Marketing


Contact Database ü Gather the info

ü Put into excel

ü Organize (rating and relationship)

ü Fill in the blanks

ü Upload into your CRM

SOI Marketing


Personalized Campaigns Win


Be authentic ü Remember your USP

ü Don’t sell. Engage and educate.

Categorization is key ü Top 25 strategy

ü Social Group strategy

What to send?


ü Holiday cards

ü Birthday cards

ü Personal calls

ü Thoughtful emails

ü Pop-bys / Planned events

ü Social media messages

Samuel Scott

Your Farm.

Farming


Leads

ü Geographic

ü Demographic

ü Psychographic

ü Behavioral

Farming


People

ü Needs

ü Interests

Analyze your Farming


ü Real estate market reports

ü Title data

ü OO vs. NOO

ü Year purchased

ü Equity

ü Size, price, similarities

ü Less is more!!!

What to mail?


ü Personalization increases response

ü Hyper local data only

ü Home values are their biggest concern

ü Be different and interesting

ü Remember the USP you came up with!

ü Conversion – what do you want them to do?

ü Schedule. Consistency. Set expectations.

Samuel Scott

Content sources.

SamuelScottFG.com


ü Market data and real estate trends

ü  Hyper-local real estate reports

ü  Schools and demographics

ü Marketing flyers / infographics

ü The Advisor eNewsletter

ü  Top Real Estate headlines of the week

Realtor Organizations


ü CAR

ü  http://www.car.org/marketdata/graphics

ü NAR

ü  http://www.realtor.org/research-and-statistics

ü SDAR

ü  http://www.sdar.com > Housing Statistics

Samuel Scott

Follow up.

Follow up!!


ü Real estate is all about relations

ü You are selling a service not a product

ü There is a long sales cycle

ü Typically takes 8-12 points of contact before

business starts

ü Need a calendar and reminder

ü No room for a fear of phone calls

Samuel Scott

Brought to you by,

Samuel Scott Financial Group

the basics of realtor branding | marketing 101

Real Estate

brand samuel scott f

g r o u p samuel scott

g r o u p agent

g r o u p youtube

g r o u p listing presentation

g r o u p basic broker

g r o u p linkedin profile

g r o u p facebook profile