16 posts categorized "Marketing Ideas, Promotion, Branding" Feed

The Six Fundamentals of Marketing

In this business coaching tip, we review the six fundamentals of marketing.  How and where can you improve your overall traditional and online marketing plan for your real estate business?

SixMarketingFundamentals

1. Content is King

  • Provide valuable and dynamic content to your target audience
  • Fulfill a need. Your content should answer some unmet need or question for your customer. It needs to be useful in some way to the customer, over and above the basic real estate service
  • Use Quality and Compelling Images and Design
  • Quality over Quantity
  • Be authentic – find your voice
  • Content Ideas to Enhance Your Marketing
    • Your website’s main articles
    • E-Newsletters
    • Start a blog and post weekly tips, how-to’s, market updates
    • Quick tips or notes that you can upload to social media (WBNL 365 is coming January 1)
    • E-Books or PDF downloads
    • White Papers
    • Online videos
    • Webinars
    • Podcasts
    • Presentations and slideshows
    • Flow Charts
    • Infographics
    • Checklists


2. Budget
Every business needs a budget and a method to track your expenses and return on investment.  Use the WBNL Real Estate Business Plan tools to forecast and track your marketing budget. A good rule of thumb is to invest 10% of your gross revenue back into your marketing budget.


3. Consistency
The 3-7-27 law of prospecting states it takes 3 contacts for someone to recognize your name; 7 contacts for them to associate your name with your business; and 27 contacts for them to feel comfortable doing business with you.  Use a marketing calendar or schedule to stay on track.
Keep consistent in your branding and messaging.

  • Does your branding match who you are and the value you provide?
  • Is there a consistent brand look & feel online and offline?

4. Specialize
To compete and win, consider being the best in the world at one thing.  What is your target market, niche or specialty? Understand the demographics and psychographics within the geographic area. Don’t try to be all things to all people.


5. Strong Call to Action
Always include a call to action (CTA) in all marketing materials, both online and offline.
What do you want the prospect to do?

  • Call
  • Email you
  • Fill out a form
  • Click through to a website or landing page
  • Go to a web address
  • Respond to a survey or question


6. Measure, Monitor and Follow-up

  • Online – use analytics, tracking codes, tools that will help you analyze what’s working and what is not working.
  • Know your Return on Investment (ROI)
  • Make any modifications to your overall marketing plan based on tracking and results
  • Have a solid follow-up action plan for any lead or prospect

 

Are you ready for coaching? Take your business to the next level today. Schedule a complimentary 30-minute coaching session today to find out more.

We also provide a wide selection of other real estate and business coaching programs that are designed with the agent in mind to help you build a successful career with real life instruction on how to implement and execute. 

Real Estate Team Builder: http://realestateteambuilder.com/

WBNL Coaching: http://wbnlcoaching.com/

WBNL Business Builder: http://wbnlbusinessbuilder.com/

Wandering But Not Lost: http://wanderingbutnotlost.com/



No Excuses Celebrates 9 Years as Mastermind Group

NoExcusesTripleGJoining or starting a Mastermind Group is a powerful, creative and supportive strategy to implement for your business and personal development.

One such group is a powerful Mastermind success story for five Las Vegas Realtors whose group "No Excuses" meets every Wednesday without fail.  No Excuses founders Mark Sivek and Linda Stegall started the group in 2004.  Three other Realty ONE Group real estate agents round out the group of five:  Joan Brooks, Lori Wayne and Susan Brock.   No Excuses' mission statement is local agents supporting local businesses and the Las Vegas economy.

The group meets every Wednesday to either preview their listings, tour real estate projects or developments, attend a real estate training course or event and support a local business (coffee shop, restaurant).  Each week one of the members takes the lead to plan and facilitate the tour and agenda.

No Excuses epitomizes the power of the Mastermind and the members reap the benefits including:

  • Mutual support of each other (emotionally, personally, and professionally)
  • Sharing of ideas, information and experiences
  • Continuous self-education
  • Discussion on meaningful topics and challenges
  • Accountability

How can you get started?  Contact any member of No Excuses for feedback (no, they are not considering additional members!).  Just click on the links above to their individual websites for contact info. 

Just Do It!  Find some like-minded, committed individuals and meet.  Take the initiative and personal responsibility and you will soon enjoy the rewards of the master mind.

Read my original blog posts from 2007  featuring No Excuses and MasterMind Groups:

Mastermind Groups Part 1: What and Why?

Mastermind Groups Part 2: Who and How?

 

Visit www.WBNLCoaching.com to learn more about our coaching program and online training membership options. Your FREE, basic membership includes a complete real estate business-planning course and downloads.

NoExcusesTrump
"No Excuses" at a recent panel discussion on High Rise hosted by WCR at Trump Tower.


The Fixer Upper Blog - Effective Blogging and Use of Link Posts

Nicole Adams' passion for blogging, construction and sharing valuable information is evident in her site and Fixer Upper Blog

The Fixer Upper is a blog which covers issues ranging from finance, energy, technology, home ownership and maintenance, and any other issue of importance to homeowners. In addition to the discourse we foster on this site, we also attempt to introduce you to other sites and blogs which are likely of interest to homeowners.

Nicole has researched and compiled a variety of blog posts that link to useful resources on the particular subject of the blog post.  She started with compiling and sharing information about accredited construction management programs.  Her site is an excellent example of how blogging about what you are passionate about really works!  She also has provided an excellent list of resources worth bookmarking and exploring further.

Here are a couple of examples:

The First-Time Home Buyer Guide: 100 Must-Read Blog Posts

Top 100 Blogs to Boost Your Sales Skills

Top 20 Home Improvement iPhone Apps

 

Are you ready for coaching? Take your business to the next level today. Schedule a complimentary 30-minute coaching session today to find out more.

Let us be your virtual coach as well.  Learn at your own pace and on your own schedule.  Our on-demand online courses integrate multi-media with an intuitive learning management system. Learn more about becoming a member of our community at WBNL Coaching.


Calling All Las Vegas Professionals to Network at June 11 Power Breakfast

Las Vegas Network for Professionals June Power Breakfast

Joel Smith and I will be facilitating the next meeting of the Las Vegas Network for Professionals on June 11, 7:30-9:00am at Cadillac Ranch in Town Square.  We encourage all Las Vegas Entrepreneurs, business owners and professionals to attend and check out this powerful network of local professionals from all types of businesses and backgrounds.

To register for the event: http://lvnp-junepowerbreakfast.eventbrite.com/

If you are on Facebook - join this group - Las Vegas Network for Professionals and keep up with all the activities, events and continue the networking experience online.  Or you can connect with me on http://www.facebook.com/people/Jan-OBrien/727141323

Here are the specifics for the Power Breakfast:

Join us at Cadillac Ranch for our first Power Breakfast!
Host:
 
 
 
 
Date:
Thursday, June 11, 2009
Time:
7:30am - 9:00am
Location:
Cadillac Ranch - Town Square
Street:
6593 South Las Vegas Blvd.
Phone:
7028458584
Email:

 

Description

Las Vegas Network for Professionals
invites you to join us for our
June Power Breakfast
hosted by Cadillac Ranch in Town Square
on Thursday, June 11 from 7:30-9:00am

• Joel Smith & Jan O'Brien, Career Coaches & Facilitators from Mindset Dynamics LLC will be speaking to us on "Creating Your Own Economy"!

• James & Theresa Talmon of Garden Song Studios will also be on hand, providing professional headshots!

• Cadillac Ranch will provide a beautiful Omelette Station Breakfast Buffet!


CLICK HERE TO REGISTER TO ATTEND! SEATING IS LIMITED!

http://lvnp-junepowerbreakfast.eventbrite.com/

$25 to pre-purchase online with a credit card or paypal
$30 at the door, cash only please

Print and bring your confirmation to the event for easy check in!

As always, a portion of proceeds benefit Three Square Food Bank. To learn about Three Square and how YOU can help by donating or volunteering your time, go to http://www.ThreeSquare.org

Mindset Dynamics has asked that we pose the following questions to you prior to the breakfast. Please write answers to one or all of the questions on the wall below! Our combined answers will be incorporated into the program, allowing for the most valuable experience possible for attendees!

• What brought you to join this group?
• What are the top three things you need RIGHT NOW to move your career or business to the next level?
• What specifically do you bring to this group and how would you like to contribute?

We look forward to seeing you there!

Yours in networking,
David Sokoloski & the LVNP Board / Advisory Council
 

Visit www.WBNLCoaching.com to learn more about our coaching program and online training membership options. Your FREE, basic membership includes a complete real estate business-planning course and downloads.


Steps for Internet and eMarketing Success

Internet_success A succesful eMarketing strategy must have:

  • Compelling reason(s) for prospect to contact you over other agents
  • Benefits for prospect
  • Specific offers, reports
  • Calls to action
  • Lead capture ability
  • Measuring & Tracking capability

Steps for Internet  & eMarketing Success

1.    Create & Maintain a great “Destination” Website

  • Customer-Centric not Agent-Centric - "Image style branding is out"
  • People don’t want to be sold, they want to be helped and get information
    • Internet = access, information, instant
    • Offer what the consumer wants
      • Easy & accessible Search for listings (IDX)
      • Photos & virtual tours
      • Reports, local market data
      • Neighborhood, community, school information
      • Foreclosure, short sale, loan modification information
  • Compelling content - in addition to the list above, consider
    • Buyer/Seller process & tips
    • Relocation info, guides
    • Testimonials
    • Your niche, target markets, specialties
  • A Good domain name (Consider keyword terms vs. your name)

2.    Effective Lead Generation & Lead Capture

  • Calls to Action that lead to capturing prospect info
  • IDX search – allow access to a point and then a sign-up form
  • Property Watch – email alerts – allows the consumer to receive the listing information they want when it becomes available
  • Free, compelling reports – consumer completes a contact form to receive the report or offer
  • Home Market Valuation
  • Offline Marketing Plan
  • Energize Your Database to Search for Homes - Import or add your SOI, past client database and send them a VIP welcome letter with a strong Call to Action - "Search over 30,000 Las Vegas Properties for Sale!"
  • Add contacts daily – use your website to close prospects for their information and set them up as A VIP on your site for full access
    • Open House prospects; Ad & Sign Calls
  • Change Your Voice Mail message to include a CTA to visit your site and Search homes for sale
  • Add compelling call to action on everything:
  • Business cards
  • Letterhead
  • Marketing Flyers
  • Email signature
  • Postcards
  • Print advertising
  • Car signs
  • Yard & Open House sign
  • Paid Advertising on other websites
    • Realtor.com
      Trulia Pro
      Zillow
      Local online magazine & newspapers
      Your niche market
  • Strategic Linking
    • Comment on blogs (you can add a link back to your website)
    • Business vendors, partners
  • Search Engines

    • Optimizing your website and pages for search engines
      • Title tags
      • Keywords & Description
      • Keyword research Tools
    • Write quality content that matches your selected keywords
    • Submit Your site to directories and search engines
    • Consider adding a blog to maximize SEO
    • Pay Per Click – Paid Advertising

3.    Converting the Lead (From Click to Close)

  • Connect
    • Immediate response (less than 20 mins) increases your chances of converting that lead – text and email alerts for leads
    • Initial welcome (VIP) letter
  • Cultivate
    • Automated, drip email campaigns
    • CTAs in the email (Search properties now!)
    • Phone calls = qualify, build rapport
  • Close
    • Use the visitor search profile information
    • Refine searches – use property watch
    • Close for appointments  
  • Build Referrals 
    • Client for life email campaigns – Ask for referral CTA
      • eNewsletters
      • Holiday letters
      • Market condition reports

P.S. - Remember, it's a process!  Set aside time each week to improve your overall website and emarketing solution for your business.  Find the balance bewteen working IN your business and ON Your Business!!

 

Discover the power of business coaching – Book a Free 30-minute consultation with Jan


6 Fundamentals of Marketing

Jean Jones of ProspectsPlus  recently gave an excellent presentation to our real estate office on the fundamentals of marketing and how to use the marketing and lead generation materials available from ProspectsPlus.  I encourage you to check out the cost effective and wide variety of marketing materials, personal brochures, postcards and more.  Contact Jean Jones directly for more information at 623-544-1205 or email:jjjjones99@aol.com.

Here are the six fundamentals of marketing Jean shared with our office:

  1. Budget.  Every business needs a budget and a method to track your expenses and return on investment.  See my post on the Real Estate Business Plan to download supporting forms and budgets.  A good rule of thumb is to invest 10% of your gross revenue back into your marketing budget.
  2. Consistency.  The 3-7-27 law of prospecting states it takes 3 contacts for someone to recognize your name; 7 contacts for them to associate your name with your business; and 27 contacts for them to feel comfortable doing business with you.
  3. Work High Priority Activities.  Identify what your high value and priority activities are, schedule them and just do it!  In sales, your key results areas include: Prospecting, Trust & Rapport Building, Identifying Needs, Presenting Persuasively,  Answering Objections, Closing the Sale and Getting Referrals.
  4. Specialize. To compete and win, consider being the best in the world at one thing.  What is your target market, niche or specialty?Understand the demographics within the geographic area.
  5. Psychographics.  To further target your efforts, you've got to determine not only who buys (or will buy), but what makes them want to buy or sell and with you. Psychographic variables are any attributes relating to personality, values, attitudes, interests, or lifestyles.
  6. Data-Mine.  A high percentage of properties sell to someone who currently lives within 10 miles and has lived in the area for at least 5 years.  Are you leveraging the power of data-mining through the use of just listed and just sold postcards, door-to-door canvassing, calling, and farming?

Recent Articles from Realtor Magazine - Green Marketing, Technology and more

I finally caught up on some reading this weekend - you know those magazines that pile up with the intention of getting around to them in a free moment!  I read the August issue of NAR's REALTOR magazine and wanted to share some highlights with links to the online articles.

  1. Get Certified - Check out EcoBroker and US Green Building Council
  2. Market yourself as green-friendly
  3. Partner with other professionals

Then I started surfing around the REALTOR Magazine website and rediscovered some excellent tools and resources:

From the July issue - some good info on using video:

Handouts for Customers - loaded with educational articles your can print or download and customize for use with buyers and sellers. 
NAR has several blogs also:

Home Staging Tips and Resources

In any market, but particularly a buyer's market, the listing that looks the best, shows the best and feels the best will sell faster (that is given the listing is also priced properly!).   The best staged home will sell faster when all other things are comparable (price, terms, location).

Livroomtable_home_stagingHelping a seller to prepare the home for showings and staging the property are two initial and essential strategies in a successful listing and marketing program.  The three major areas of consideration for preparing a home to go on the market are:

  1. Clean
  2. De-Clutter
  3. Stage individual rooms

Las Vegas real estate agent, Barbara O'Neill, has a natural talent and eye for decorating and staging and includes practical advice and guidance to her sellers as a part of her listing service.  Barbara has found success in staging both vacant and owner-occupied listings - and our Las Vegas market currently has a high percentage of vacant properties.  Here are some of her staging tips.

Key Rooms to Stage When the Listing is Vacant:

Make the Front Entry look inviting.  First impressions are lasting.  Make it a good one.  Colored Pots with Artificial plants, a bench, a Welcome mat, a dried or silk door wreath all work wonders to set the stage for what the prospective buyer is going to see and feel inside the home.

Kitchen

  • 2 or 3 tier stand with plates and bowls
  • Decorative fruit bowl or basket on the counter
  • Artificial plant or dried flower arrangement
  • Canister set
  • Vanilla, Cinnamon or Apple scented wall plugs (Bath & Body Works)
  • Bistro or dining table and chairs
  • Bar stools if applicable

Guest Bathroom

  • Make it a functioning bathroom with toilet paper, hand soap
  • Hand towels
  • Decorative items
  • Scented wall plug

Master Bedroom/Bath

  • Bed with comforter, pillows and shams
  • Night table (s)
  • Lamps
  • Books
  • Small picture on the nightstands
  • Bath – make it spa-like (towels, robes, candles, vanity bench if applicable)

Note: Hang a few pictures where needed and do not worry about the nail holes.  They are easy to patch.

General Tips

o Select items that everyone uses regularly that coordinates with décor and color of the home.  Make it look and feel real.
o Decorate to the house’s architecture, style & colors not necessarily your taste.
o Preparing and staging the home should be done prior to the home going on the market. The first pictures that go in the MLS and on the flier should be the staged pictures. 

Where to find Staging Supplies and Decorator Items  (bargains in Las Vegas)

  • Big Lots
  • Ross
  • Marshall’s
  • TJ Maxx
  • Stein Mart
  • Colleen’s Consign and Design
  • Warehouse showrooms for Walker Furniture and R C Willey

Staging the Owner-Occupied Home

Conduct an inspection/assessment with the Sellers.  Give them a checklist or a pad of paper and ask them to write down what needs to get done – involve them in the process.  On your walk-around, room-by-room, make staging suggestions, look for and note any necessary repairs or maintenance, ways to de-clutter or clean the space. 

There are abundant resources available online with tips for cleaning, de-cluttering and staging and preparing the home.   I've compiled a list of FAQs regarding home staging and some useful resources for your review below.

Home Staging FAQs

  • Who does the staging?
    o You
    o Hire a professional  Home Stager or Interior Decorator
  • What does it cost to hire a home staging professional?
    o Free Consultation offered by some home staging companies
    o Written Assessment – $350 approx. and seller does the work
    o o Home Staging Company does it all
    o Professional home stagers charge anywhere from $500 to $5000 - depending on the scope of work needed.  Furniture may be rented from Stager or purchased.
  • Who pays for it? 
    o Seller
    o You
    o Combination
  • What happens to the staging props and furniture after close of escrow?
    o Buyer asks for it in the offer
    o Seller keeps it
    o Seller sells it
    oYou keep it and reuse on your next listing (if you choose this option)
    o Returns to Home Staging Company (if seller leased it)

Home Staging Resources   (Download home_staging_resources.pdf)

Home Staging Blogs

Home Staging Certification & Training


Top 12 Real Estate Marketing & Industry Blogs

This is my current list of  the best blogs covering the real estate industry, blogging, marketing, technology and news... in no particular order - they are all great!

  1. Transparent Real Estate  - Pat Kitano blogs on real estate industry and technology issues.
  2. The Real Estate Tomato - Jim Cronin's blog is packed with blogging tips, advice and strategies.  RE Tomato also builds custom real estate blogs.
  3. The Future of Real Estate Marketing - Joel Burslem and contributors blog on real estate web 2.0 and marketing.
  4. Bloodhound Blog - Greg Swann leads the way with this popular, collaborative, cutting-edge blog on the real estate industry and more.
  5. Inman News - Brad Inman and the Inman Team provide real estate industry news, an informative blog, and network of real estate bloggers and professionals.
  6. Real Blogging - Another collaborative blog and real estate community with posts on key real estate topics.
  7. RSS Pieces - Real estate blog training, tips and another solution for a real estate blog platform.
  8. My Tech Opinion - Technology for Real Estate - A blog on all things techie as they relate to the real estate business.
  9. RISMedia - Articles on real estate news, industry, business development, technology and issues.
  10. The Future of Real Estate Technology - A blog focused on technology and real estate
  11. Real Estate Marketing Blog - A blog about real estate online marketing and blogging.
  12. Carnival of Real Estate - from the Zillow Blog Team - a real estate carnival is "a weekly summary of the best blogging posts on a given subject that appeared in someone’s blog during the previous week. A different blog hosts the carnival each week."

Share your favorites.  Post a comment to continue the conversation and the list...

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RealEstateShows.com - Affordable Online Marketing Solution for Personal Promotion and Real Estate Listings

Reshows RealEstateShows.com is a wonderful, user-friendly and affordable solution for Virtual/Visual Tours for your listings. 

  • You pay $125 per year and get unlimited tours
  • Free 14 day trial - take it for a test drive
  • Use your digital photos to create Internet Shows in less than 5 minutes
  • Very easy to use - simple tutorials to walk you through the entire process
  • Create a 30 second (5 photos) or 60 second (9 photos) video
  • Create internet flyers and distribute free to Google Base, Oodle, Trulia, Zillow, Vast Hotpads, Geebo
  • Embed (post) your video on your blog, You Tube, craigslist

Real Estate Shows resources:   Blog       How to Videos

Think outside the box, get creative and use this technology to also:

  • create personal promotion and branding videos,
  • showcase community amenities and information,
  • send just moved announcements for buyers,
  • market  yourself as the niche or neighborhood expert, 
  • promote your success, recent homes sold or other accomplishments.