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CHEAP MARKETING
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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
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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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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?