Fundamentals in Real Estate Series Part - 2
Pranav PandyaFranchise Development Manager
RE/MAX Mumbai Gujarat Maharashtra
Marketing
Subtitle
RE/MAX Mumbai Gujarat Maharashtra
Agenda
Needs and wants of consumers are changing The brand Marketing a service Building relationships Marketing rules Personal promotion Specialize Elements for your marketing plan Tips for online marketing success Social media marketing Writing property ads
Needs and Wants of Customers are Changing
RE/MAX Mumbai Gujarat Maharashtra
Internet and Technologies
Importance of Referrals
Have a brand
The Brand
RE/MAX Mumbai Gujarat Maharashtra
Identifies what service you represent Differentiates from competition Establishes your credibility It “pre-sells” you
Think of yourself as an ambassador of the RE/MAX brand.
Marketing a service
RE/MAX Mumbai Gujarat Maharashtra
When developing your marketing plan:
Inventory Services are intangible
Consumers evaluate you based on what they can see. Dress for success The Anchoring Principal Familiarity breeds business Brand name
RE/MAX Mumbai Gujarat Maharashtra
Services are inconsistent
To be consistent you must have systems
Services are inseparable Goods are produced, then sold, then consumed. Services are sold, then produced and consumed at the same
time.
Capacity management
Services are perishable
Building Relationships
RE/MAX Mumbai Gujarat Maharashtra
Superior expertise is not critical to success in services
Enthusiasm beats out ability
Service doesn’t sell houses – price does!
Promote Your Success
Remember, out of sight is out of mind.
Marketing Rules
RE/MAX Mumbai Gujarat Maharashtra
Basic Rules
1. You cannot market effectively without marketing research
2. Consider how marketing interacts with other parts of your business
3. The antithesis factor
4. Combine the interaction of three basic concepts
5. Steal ideas from other businesses
6. Be able to answer the question “Why should I choose you?”
RE/MAX Mumbai Gujarat Maharashtra
7. There are no magic answers leading to bigger production
8. You should also think about things you can offer to your customer as part of your marketing and something you can become known for.
9. Any good marketing piece is better if it is specialized
10.Market yourself to RE/MAX Sales Associates
11.Develop a lead generating website
RE/MAX Mumbai Gujarat Maharashtra
12. Your image is everything - Don’t settle for second best
13. For every Rs.1.00 spent on promotion you must get back Rs.4.00
14.To increase the amount of marketing you can do, co-op your advertising
15.Get a second opinion - Ask your Broker or Manager.
16.Cause Marketing
Personal Promotion
RE/MAX Mumbai Gujarat Maharashtra
Be business person rather than being a real estate salesperson Repeat and referral business Some effective forms
Brochures Print advertising
RE/MAX Mumbai Gujarat Maharashtra
Promotional items Online campaign (blog, website, social media, and forums) Magnetic car signs
Visit RE/MAX Mainstreet for hundreds of personal promotion ideas
Specialize
RE/MAX Mumbai Gujarat Maharashtra
Narrow your target
If you specialize, be sure to tell consumers in your marketing
Elements for your marketing plan
RE/MAX Mumbai Gujarat Maharashtra
Publish a blog post twice per week.
Update website twice per month.
Knock on 50 doors per week.
Distribute 25 business cards per week.
Send e-mail to the sphere of influence every month.
Hold a holiday appreciation party every first week of December.
Select a specific customer segment and focus on the segment.
Be either the big fish in a little pond or create a niche and own the pond.
RE/MAX Mumbai Gujarat Maharashtra
Work only with exclusive listing agreements.
Have the business card that stands out the most.
Yard signs with your photo.
Identify yourself with “5 Star Service.”
Identify yourself as “Each Sale is an Artwork.”
Community involvement.
Public relations campaign.
Sponsorship of sports events or a team.
RE/MAX Mumbai Gujarat Maharashtra
Testimonials from past clients.
Become known for your certifications and courses.
Be the Associate that provides better market statistics.
Have the best listing presentation.
Frequent Open Houses in all of your listings.
RE/MAX Mumbai Gujarat Maharashtra
Present seminars for buyers and/or sellers.
Write a real estate column in your newsletters.. …. ..
Publish innovative classified ads.
Print ads in newspapers and magazines.
Postcard campaign to sphere of influence.
Send out monthly newsletter to your neighborhood.
Promotional items (specialty items).
RE/MAX Mumbai Gujarat Maharashtra
PRICE
HEADING
CALL TO ACTION
TRACK RESULTS
MAILERS & SIGNS
BUSINESS CARDS
Remember – Great marketing separates the great Sales Associate
from the rest! Get the marketing right and success will follow
THANK YOU
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