GRI 403: Personal Promotion

TheAgentTrainer.com | @MattRathbun

Matthew Rathbun ABR, CIPS, CRB, CRS, EPRO, GREEN, GRI, MRP, RSPS, SFR, SRS

MatthewRathbun

Thinks He’s funnier than

Broker

Over 10 years in

Always strives to be better

www.TheAgentTrainer.com

Husband and Father

www.TheAgentTrainer.com/gri403

I. Developing A Budget !

II. Developing A Marketing Plan !

III. The Follow-up !

IV. Evaluating Your Efforts !

V. Making It All Work !

Today’s Lineup

You’re A Rockstar

Anatomy of A RockStar

FansPerformances

Promotions

CriticsWebsites

FansitesRoadiesBackstory

Just a Face in the Crowd?

TheAuditionPhase

Let’s Tell Them Who You Are

SECTION I !

Developing A

Budget !

Business Expense - Those expenses incurred as a “cost of doing business”

BUSINESS VS PROMOTIONAL

Page 1

Promotional Expense - Income Producing

expenses incurred in an “attempt to generate leads

and attract business”

Creating A

Budget

Page 3

SECTION II !

Developing A

Marketing Plan !

Marketing is a conversation

Understanding Your Consumer

96%of homebuyers use the internet as part of the search process

49%of homebuyers found the home they bought online

64%searched on mobile device 76%

drove by home they found online as the first step46%

online inquires actually buy

12weeks of active searching online before buying

3weeks of active searching before contacting agent

51weeks from first online inquiry until becoming serious about looking for a home

of buyers use a REALTOR®

90%

YouTube Moment

Long Distance

�22

Personal Promotion - The sum total of all that is done to

promote the use of your services

Promotion and Marketing

Page 8

Marketing - The sum total of all that is done to promote the

sale of a service or product

Developing Business Quickly

Page 8

For Sale By Owner

Expired Listings

Unoccupied Homes

Foreclosures

Open Houses

Floor Time

Long Term Generation

Page 9

Sphere of Influence

Past Clients

First Time Homebuyers

Neighbors

Relatives

Organizations

SECTION II !

Branding !

How Do People Analyze You

BUILDINGYOUR

Page 10

“The most powerful concept in marketing is owning a

word in the prospect’s mind”

The Law of Focus

Page 10

Name That Logo

Page 10

Self Reflection

Page 11

Strengths, Skills and Life Experiences

How Do Client’s Benefit?

How Do I Communicate My Message?

Page 12

Tools For Branding

• Logo • Slogan • Your Image • Video • Photography • Color and Style • Design • Personal Appearance

SECTION III !

Your Niche !

Niche Marketing• What is your niche

!

• Advantages !

• Disadvantages !

• How to Determine • What Do You Do? • What Do I Love? • What Do Other Ask of Me? • Passions Page 13

Individual Focus

Page 15

What do I know about these people?

What Do We Have In Common?

Do I Fell Comfortable With Them?

Where Can I Find Them?

How Do I Reach Them?

What Do They Need?

How Can I Help Them?

FiveMaintain a Customer Relationship Management System (CRM)

Transfer all Contacts to a Spreadsheet

Mail / eMail your SOI your Who, What and Where

Create a systematic approach to staying in touch

Be disciplined in maintaining your SOI and contacting them

12345

Steps To Engaging Your Sphere of Influence

SECTION IV !

Delivering Your Message

!

YouTube Moment

Don Draper- MadMen

Page 16

Passive vs. Active

Engage

Web Calls

Newsletters

Cards

Networking

Social

The Plan

Page 18

Page 18

Farming

Choosing Your Farm

Is the soil fertile?

Are there other farmers?

Can you sustain it?

Will it be profitable?

“People don’t buy what you do, they buy why

you do it.”“ The goal is to

do business with people who get what you do”

Simon Sinek Author: Start With Why

“Selling to people who actually want to hear from you is more effective than interrupting strangers who don't,” !

-Seth Godin

Embrace the Client’s Experience

The Experience You offer has to be better than the one

they’ve had...

Introduce Them To Your

Better Experience

You have something that the Aggregators don’t have...

Hyper-Local Content!

SEO GUIDE

85% of Web Traffic

95%…won’t leave the first page

• Bullet

10% of Clicks

90% of

Clicks

GOOGLE. COM/ADDURL

Page 1

Page 104

• Bullet

Page 1

Flickr. com

• Bullet

Page 1

Pinterest.com

FSBO

• Packets • Sites • Conversion

matthewRathbun.com/FSBO

Tradeshows, Festivals and Fairs

HUDMail

• Bullet

Zillow

• Bullet

Page 1

Zillow.com/Agents

• Create/Update Profile • Free Webinar's • Wordpress Plugins • Local Market Data • Mortgage Information • Facebook Apps • Website Badges • Market Data for your Site

• Bullet Zillow Profiles and Reviews (Think “SEO”)

• Bullet

Claim and Enhance

Your Listings!

zillow.com

• Bullet

Make Me Move

Trulia.com

Page 1

Trulia.com/Voices

HouseLogic.com

Mailchimp.com

• Bullet

Page 1

VistaPrint .com

LowesRealtorBenefits.com

google.com/Sites

Google.com/PlacesForBusiness

• Google.com/PlacesForBusiness

• NARRPR.com

RBIntel.com

Using the MLSSend Letters to those who rented 9-12 months ago r e g a rd i n g t h e b u y e r market Tax Record labels for

postcards made on home printer

Get Affiliate Buy-in

MLS Listing e-Mail Drip Campaign

Personal Promotions on Visual Tours or house Photos (if MLS allows)

76%of Sellers are more likely to

list with an agent who offers a

video

12%of Agents use video

81%of Buyers are more likely to look at home with Videos before those without

EngagePeople

YouTube Moment

Jessica Edwards Call Me

Videolicious

Screenr .com

• Screenr.com

SoundCloud .com

NextDoor .com

MeetUp .com

Page 1

Create Your Own

Networking Group

•Lunch Meetings •Database Sharing •Common Webpage

WineParty

138 Years Old... ...and It Still Works

Hand-written Notes

Ask For Referrals

OvernightPrints .com

SECTION IVa !

Photography !

TheBasics

Pixels - Important DotsPage 1

Digital Single-Lens Reflex

• Interchangeable Lens • HD Photos • Countless Settings • HD Video • Phase Detection Auto-Focus • Speed • Flexible

Page 1

HDRPhotos(High Dynamic Range)

CameraPlus

• Bullet

Page 1

VisualStager.com

• Bullet

Civic Involvement

SECTION V !

Followup !

Customer Relationship ManagerCRM

Page 24

Microsoft Outlook

Page 1

Top Producer

WiseAgent .com

My Real Estate Tools

SECTION VI !

Evaluate Your

Investment

Are You Showing Fruit?

Page 26

Tracking Sources

Page 25

Customer StatusLevel 1 - Pending Appointment Level 2 - Call Today Level 3 - Active Prospects Level 4 - Inactive Prospects Level 5 - Master Prospects Level 6 - Sphere of Influence Level 7 - Niche Farming Prospects

SECTION VII !

Making It Work

Where’s The Time?

Page 26

• Bullet

EasyEmerge.com

Prioritize Ideas

Page 26

Delegate

!

Automate

!

Drop

Page 27

Bringing It All

Together

Facebook.com/mattrathbun

@mattrathbun

Matthew@TheAgentTrainer.com

www.TheAgentTrainer.com

YouTube.com/MattRathbun1