cheap marketing 101 · 2019-12-04 · marketing vs advertising . 9 17 marketing objectives build a...

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CHEAP MARKETING

101

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A little background …

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Current Status

9 Inspectors ~2500 Inspections in 2016

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I MADE A MISTAKE.

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FRUGAL MARKETING

101

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BUILDING A BUSINESS vs

OWNING A JOB

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A FEW BASICS ...

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SETTING FEES

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AATP

10 UNIQUE SELLING POINTS

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USP’s You should have 3 things that make you completely different from your competitors, Or at least have 1 thing that is completely different and another 2 or 3 that only a few competitors do.

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Examples of USP’s ??? Day Home Warranty Recall Products Floor Level Survey Club Membership Insurance Report Satisfaction Guarantee Free 2nd Inspection

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Examples of USP’s Service Concierge Team Inspections Maintenance Book Infrared Scan Engineering Consultation Free Repair Inspection Report on Site

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Develop Sales Scripts Systematic way of saying the same thing every time You use scripts whether you realize it or not. Start writing them down.

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Develop Scripts Booking Orders Cold calls Greetings FORD Standard Answers and

Responses

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MARKETING vs

ADVERTISING

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Marketing Objectives

Build a brand. Develop relationships. Be remembered.

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Consistency

Every Agent Every Client Every Inspection All the Time

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Automation Some aspects of your marketing program can be automated.

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Automation Some aspects of your marketing program can be automated. Automation is not a substitute for face time.

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A SIMPLE MARKETING

PLAN

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Target Real Estate Agents Agents deal with many potential clients Referring agents are Mavens

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Target Agents Top Producers Geographic proximity Market segment

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Target Real Estate Agents Buy a list Drive through neighborhoods Call on offices Collect cards Newspaper ads Real estate sales publications Web search Social Media MLS

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Target Other Real Estate Professionals

Lenders Insurance Agents Contractors Closing Attorneys

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Elevator Speech The message you convey in the time it takes for an elevator ride. Typically 1 – 2 minutes

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Promoting Your Service Business Cards Brochures Website Flyers

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Promotional Material Business Cards – both sides Rack cards – 1/3 page, cheap Thank you notes Brochures Pens Note pads Letterhead Envelopes Flyers

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Marketing Material Content

Motivation / Inspiration Marketing Social Media Maintenance / Cleaning Efficiency

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Use Information in Multiple Ways

Blog Newsletter Flyer Promotion

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Be Memorable (in a good way)

USP’s Consistent Message Great Service Smile Express Appreciation

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Build a Database Excel Google docs Outlook ISN

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Database Content Name Company Mailing Address Cell Phone Email Team?

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Database Maintenance Agents change offices Agents go inactive Agents get married Agents change their focus

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PHONE STRATEGIES

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Appointment Confirmations

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Appointment Reminders

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Departure Calls

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Follow Up Calls

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“Thinking of you”

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Special Occasions

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DIRECT MAIL

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Handwritten Notes

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Triangle of Trust

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TAP Notes Thank you notes on steroids Specific incident About them, not you

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USP Postcard Campaign

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Send Out Cards

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EMAIL

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Proposals Confirmations

Reminders Follow Up

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Listing Agents

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OFFICE VISITS

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Office Visits Frequency Procedure How many?

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SOCIAL MEDIA

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Social Media Facebook Linked In Twitter Instagram

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NETWORKING

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Networking BNI Leads Groups Investor Groups Realtor Association Chamber Rotary / Civic Groups Volunteering Open Houses Seminars

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Learn to Ask For Referrals

Be shameless! Timing

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WEBSITE

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Website

Content Videos SEO Reviews Sign ups - Maintenance Tips

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PRESENTATIONS

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Presentations

THE single fastest way to grow Give first Promote yourself at end Collect cards and do a drawing Announcements Ringers Follow up

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Presentation Topics

How to Prepare Agent Safety Facebook tips Etc.

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BE THE SOLUTION

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Be the Solution

Eliminate Aggravations Free return visit? Free repair inspection? One Stop Shop

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One Stop Shop

Environmental Sprinkler Pool Elevator Chimney Pest Etc.

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CULTIVATE REFERRALS

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Track your Successes

Do more of what works Spend more as you earn

more (6-20% of gross) Lifetime value of relationship

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FRUGAL MARKETING

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QUESTIONS?