REAL ESTATE MARKETING REALTY FOR AN AGENT | MATTHEW LOTZE

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REAL ESTATE MARKETING REALTY FOR AN AGENT
MATTHEW LOTZE REAL ESTATE AGENT Greater San
Diego Area, California
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• Promote yourself
• Get noticed
• Multiply your leads
• Set yourself apart
• Stay in touch

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Top 10 most effective advertising media used by
top producing agents.

1. Word of mouth.
2. For sale signs.
3. Home sale magazines.
4. Farming newsletters.
5. Newspaper classified.
6. Open houses.
7. Just listed, just sold postcards.
8. Property brochures or information booklets.
9. Business cards.
10. Personal brochures.

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The next 10 most effective media.

1. Telemarketing.
2. Television advertising.
3. Ad speciality items.
4. Special events.
5. Directory listings.
6. Telephone hotline.
7. Yellow page advertising.
8. Door hangers.
9. Radio advertising.
10. Online / internet advertising.

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Build a base

• How to use prospecting tools to expand your
  client opportunities.
• Communicate consistently with prospective clients
  prospects will be more likely to call you for
  all their real-estate needs and recommend you to
  family and friends.
• Develop special-group prospect lists
• Residents of your selected sub-division or
  neighbourhoods.
• Persons of influence, common referral sources.
• Retirees, singles, the elderly.
• Local retailers.
• Local financing institutions.
• Apartment and townhouse occupants.
• Potential real estate investors.
• Relocation officers of large companies.

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Types of prospecting

• Phone calls.
• Door-to-door.
• Classified ads/property magazines.
• Direct mail.
• Personalise for your audience.
• Refine your mailing list so that you have a
  target market.
• Avoid ads that compete with your direct mail
  message.
• Automate your mailing and have more time for
  clients (assistants may help).
• D. Prospecting tools
• Postcards.
• Recruiting cards.
• Presentation folders.
• FSBO brochures.

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Promote yourself

• How to make yourself stand out from your
  competition
• and increase your revenue through the effective
  use of
• Personal Promotional Tools.
• Tell prospects who you are, where you are, and
  what sets you apart. (Have a business plan).
• Use personal promotion brochures, postcards and
  flyer sheets that illustrate your unique
  abilities and expertise. (Remember to always
  have RE/MAX and your name photo clearly
  illustrated on the promotion).
• Choose a consistent design (eg. Colours, themes,
  copy type) that best fits your personality and
  expertise.

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Personal promotion tools

• Brochures use for listing presentations and
  open houses targeting new areas, expired
  listings, temporary renters and past clients Or
  networking groups such as conventions, chamber
  of commerce, special interest groups, clubs and
  organisations of For Sale By Owners.
• Postcards use a higher impact business card
  for special occasions (birthdays,
  anniversaries) broadcast mailing and as a
  follow-up to phone solicitations, social
  encounters or new listings.
• Flyer sheets use for listing presentations
  Property information flyers Special notes and
  personal information flyers.
• Business cards.
• FSBO brochures.

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Stay in touch

• How to make your past customers your best
• prospects.
• Stay in touch with your current client base as
  they can lead to referrals and future
  transactions, whether they stay in the area or
  not.
• Include in your target audience past clients,
  referral resources and relocation officers of
  large corporations.
• When staying in touch with couples, be sure to
• acknowledge each individual.

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Tools to help you stay in touch

• Greeting cards -
• birthdays, anniversaries, Christmas etc
• Stay-in-touch cards.
• Gifts for fathers day mothers day Christmas
  or simply for stopping by and saying hello (eg.
  newsletters and self-mailers).
• Note cards.
• Remember that repeated contact is the key to
  recognition and increases the chance of your
  client calling you.

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Be Accessible/Be found

• How technology can bring new customers to you.
• Clients want a real estate agent who is
  accessible and
• available for immediate answers to all their
  questions.
• Ensure that your customers can reach you by cell
  phone at home at the office or via e-mail.
• Use one phone number for your cell phone home
  and
• office so prospects can reach you easily and
  quickly.
• Respond to e-mail and voice messages promptly.
• Stay up-to-date on current market trends.

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Know and use your clients preferred form of
communication.

• Take advantage of the internet.
• Create your own personal website to promote your
  services and properties of your existing website
  that RE/MAX has to show your clients how
  professional you are.
• (Go into the RE/MAX internet and RE/MAX Connect
  website at least once a week to find out more
  about the system).

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Farming strategy

• Introducing yourself to your area
• In order for you to become known and remembered,
  your goal should be to reach the property owners
  in your area 24 times a year. To reach means to
  make contact whether by letter note flyer
  pamphlet telephone or personal contact. This
  means in your area of 1000 properties you need
  to make 24 000 contacts a year.
• This may seem to be a huge undertaking but if you
  break it down as follows the system is
  manageable
• Using a map, cut your farming area into 25
  zones of approximately 40 properties. Plan
  your strategy as follows

• Introductory campaign
• Monthly pamphlets
• Quarterly newsletters

• 8 contacts per annum
• 12 contacts per annum
• 4 contacts per annum

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• Use the following chart to plan your introductory
  campaign

Farming Strategy Introductory Campaign Farming Strategy Introductory Campaign Farming Strategy Introductory Campaign Farming Strategy Introductory Campaign Farming Strategy Introductory Campaign
Week Flyer Phone Knock Note
1 Zone 1 - - -
2 Zone 2 Zone 1 - -
3 Zone 3 Zone 2 Zone 1 -
4 Zone 4 Zone 3 Zone 2 Zone 1
5 Zone 5 Zone 4 Zone 3 Zone 2
6 Zone 6 Zone 5 Zone 4 Zone 3
7 Zone 7 Zone 6 Zone 5 Zone 4
8 Zone 8 Zone 7 Zone 6 Zone 5
9 Zone 9 Zone 8 Zone 7 Zone 6
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• On this basis you can do two campaigns a year,
  each campaign lasting 25 weeks, resulting in you
  contacting each property owner 8 times.

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• A flyer means
• An easily recognisable introductory leaflet with
  a consistent layout colour logo catch phrase
  and message by which the recipient will remember
  you and your name. This is all you are aiming to
  achieve, even if its just for the time it takes
  for him to remove it from his post-box and place
  it in the bin! After the third flyer you name
  will be synonymous with real estate.
• To phone means
• A short, respectful and non-threatening call to
  simply introduce yourself and to offer your
  assistance with any of their real estate needs.
  You should also mention that you will be popping
  by shortly to meet them and give them one of
  your handy little promotional gifts.

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• To knock means
• Visiting your area to meet and get to know your
  owners and presenting them with a small
  promotional gift like a fridge magnet, school
  timetable, calendar or perhaps a bookmark all
  with your details on of course! Be sure never to
  overstay your welcome. Offer assistance wherever
  possible and show your energy and enthusiasm for
  the real estate business.
• A note means
• A few words of appreciation for the time spent
  talking with you on your visit around the area.
  This should be slipped into their post- box the
  day after your visit whilst you are still fresh
  in their memory. You may also like to comment on
  a few things you noticed whilst in their
  property for example, their beautiful roses or
  sparkling pool. Guard against sounding effusive
  or insincere but allow the note to be as
  personal as possible.

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• To consolidate this campaign you should send out
  a monthly pamphlet to your entire farming area
  all 25 zones. Ensure that the message on these
  pamphlets is consistent and unique as this is
  what the property owner will remember you by.
  Obviously, as you need to be remembered, your
  photograph and name should be on all
  correspondence the potential client receives.
• The last strategy in your farming campaign is a
  quarterly newsletter. This newsletter should
  cover items of interest in the community with a
  focus on property, for example, the statistics
  of the latest sales property developments etc.
• To summarise, a property owner in your farming
  area will
• receive the following from you in a 12 month
  period

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• 2 specific flyers
• 2 telephone calls
• 2 knocks
• 2 personal notes
• 12 pamphlets
• 4 newsletters
• That is a total of 24 contacts after this you
  definitely will be remembered! If your campaign
  is consistent, professional and non-threatening
  to the property owner you will receive the
  benefit of increased business.
• Estate agents do not fail because of what they do
  not know,
• but because they do not practise what they do
  know.

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Tie it all together

• How you make customers know its you
• EVERY TIME.
• A. Build consistency in your marketing plan.
• Repeat specific design elements throughout your
  marketing materials (eg. Consistent colours
  slogans themes).
• Time your marketing strategies wisely.
• 1. Frequent simple promotions are more
• effective than occasional flashy ones.

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Dont leave the public eye for long periods of
time.
3. Changing messages of media frequently will
confuse your audience. B. Create a yearly
schedule and stick to it. Monitor your plan to
see what works best.
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Establishing a budget

• Establish a budget that is comfortable for you.
• If you are a new agent, your budget will be based
  on a higher percentage of your yearly gross sale
  commission or a higher original investment, so
  you can begin to build a sales base.
• If you are an established agent with a solid
  referral business, your budget will be based on
  a lower percentage of your yearly gross sales
  commission, and you may spend more on a niche
  marketing.

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• Spend your budget wisely. Be sure your budget is
  utilised efficiently so you are reaching as many
  past, current and potential clients as possible.

• Be discerning.
• Deliver effective promotions.

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THANK YOU Read More Matthew Lotze A Former
Business Management And Law Advisor Of Law
Offices, Abanolaw