Marketing Your Office

Objective

• Increase Listings

• Find More Buyers

• Increase Sales

• Attract New Agents

• Maximize the Value of Your Business

Agenda• Office Websites• Listings• SEO• Confidentials• Virtual Postcards• Catalogs• Postcards and Letters• Public Relations• Social Media• Advertising• Local Ad / Branding Campaigns

Office Websites

There is no more powerful FREE marketing tool you

have – manage it daily, recognize its extremely high

value.

•All Sellers will Review Your Website

•99% of Buyers Start Their Search Online

•Buyers will Review Your Website (99%)

•Potential Agent Recruits will Review Your Website

•Potential Purchasers of Your Company will Review Your Website

Office Websites

1. Home Page Local Pictures2. Agent Photos3. Agent Resumes4. Feature Properties on Home Page5. Quick Search Buttons6. SEO Copy7. Advertise Your Story

{Live Review / Exercise}

Listings

• SEO Headlines

• SEO Descriptions

• Multiple Pictures

• Embed Videos

• Add Specialty Property Codes

{Live Review / Exercise}

Winning Listings with SEO

• Specialty Property Groups (SPGs)

– Show them Google searches that we win on

• Farm, Ranch, Recreational, Golf, Costal Etc.

– The importance of your headline in Real-Time

– Importance of Specialty Codes

– Presenting this to sellers

Marketing to Confidentials

•  First Contact with Confidentialso Create template marketing piece for most asked about

property types

o Email local information about your area

o Follow up plan – CMP – Go ask Nate and Tonja how to create

these or schedule time with them after convention

 

We have most of this already on the intranet, or we can create

new piece too.

Virtual Postcards

• Confidentials

• Property Tracker

• Demonstration: Building a Virtual

Postcard

Catalogs

• Office Insert and Identification

• Distribution Plan

• Suggestion Sheets

• Especially Specialty Catalogs

Postcards and Letters• #1 cited technique for getting listings

• Many new designs and letter templates– Ex: Vineyard Postcard MO Campaign

• Great format to explain your advantages

• Proof of marketing

• Staying top of mind

• Target Marketing– Special Confidentials and InfoUSA

Public Relations• PR builds your reputation

• Two hats to wear when executing a PR campaign:1. Storyteller2. Subject Matter Expert

• Two important questions to ask yourself when crafting a PR message:– What audience do I want to reach?– What message do I want my office to receive?

• Complete templates now and walk into your local newspaper

• Additional PR templates

Social Media• LinkedIn

– SEO your name - Facebook and LinkedIn– Even if you don’t want anything to do with social media, at least make

a LinkedIn page• Post resume to appear at the top of search engine results• Get recommendations from co-workers and clients (past and present) to

display expertise

• Facebook– Personal page vs. Business page– How to attract people to your business page

• QR codes, email signatures, local ads

– What to post vs. what not to post. • Not a place to put every listing, but consider interesting properties (i.e.

Historic, unusual, eye-catching)• A great place to welcome to new buyers to your area, display pictures with

out-of-area buyer or to congratulations seller, “We are happy for you, but sad to see you leave, too.”

Advertising• Create a Marketing Message• Keep it Simple• Emphasize Unique Differences• Communicate it in Multiple Media (“Media Mix”)

– Conversation (free)– Business Cards (free)– Office Website (free)– Letterhead (free)– Public Relations (PR) (free)– Letters– Postcards– Sign riders– Radio

Creating a Local Ad/branding Campaign

• What story do you want to tell to differentiate?

• Marketing Mix

Basics of the UC Program (Score Yourself as of Now) 

1.Lifestyle Brochure?2.Free catalog distribution plan?3.Suggestions and inclusion of your listings in the Specialty catalogs?4.Confidential Buyer marketing plan – how did you work them?5.Number of Special Confidentials ordered per year for listings and target buyers?6.Number of Training Session per year? (Attendance at national conventions, UnitedPower! attendance (every 3-4 years), regional training classes, free live webinar training, free recorded web training classes, etc.)

7.Number of free agent websites?8.Basic website management? Agent picture and bios? Featured properties on home page? Local images on Home page?9.Regular SEO direction to Mike Podraza to make sure your website is found? Y/N10.Number of Postcards from the automated UC postcard program per year?11.Virtual, free electronic postcard marketing program on all listings? Y/N12.Number of listing presentation partnerings with the Home Office per year?13.Number of EMS projects?14.Listing presentation materials used from Home Office?15.Niche marketing free program use (which niche programs did you use)?16.Number of listings per agent on average at any given time? <10, > 10, >2017.Number of projects leveraging a strategic partner? (John Deere, Ducks Unlimited, American Outdoorsman, Rocky Mountain Elk Foundation, etc.)

18.Utilization of Home Mortgage and Home Warranty per year?19.Yearly strategic planning at regional training planning class or Home Office help?

Objective

• Increase Listings

• Find More Buyers

• Increase Sales

• Attract New Agents

• Maximize the Value of Your Business

Marketing Your Office