The document provides steps for real estate agents to dominate their niche market. It recommends identifying a target audience, choosing relevant content for their website, and sending print marketing like postcards or invitations to that audience using mailing lists. Print marketing is shown to be more effective than email for generating responses. The steps are to be found online, connected in person and print, and involved consistently to stay top of mind so that prospects think of the agent when ready to transact.

2. Dominate Your Niche Market

3. What You’ll Learn Today
• Today’s top marketing strategy
• Keys to becoming the go-to agent
• Steps to reach your target audience

4. What’s Your Niche?

5. Reasons to Build a Niche
• Win more business
• Improve brand recognition
• Win more referrals
• Increase customer and personal satisfaction

6. Steps to Dominate Your Niche

7. A Successful Business – Always Be Aware

8. Step 1: Be Found
• Meet consumers where they
are at
– Online
– In person
– Through print
• Must use a multi-pronged
approach

9. Step 2: Be Connected
• People must consider you the go-to person
• Provide value

10. Get Them to Your Website

11. Step 3: Be Involved
• They must think of you when they’re ready to transact
• Stay in front of them consistently; stay top of mind
• Be responsive when they reach out to you

12. • Nearly 80% of households read or at least scan their
advertising mail
• Response rates for direct mail:
– Existing Customers:
• Direct Mail: 3.4%
• Email: 0.33%
– Prospects:
• Direct Mail: 1.2%
• Email: 0.21%
Print Marketing is Making a Comeback
Source: Direct Marketing Association’s 2012 Response Rate Report

13. Today’s Marketing Strategy
Agents are integrating print and online marketing
• Increase lead generation
• Get in front of prospects more consistently
• Especially great for geo-based niches

14. Combine Print and Online
1. Identify your target audience
2. Choose the relevant value prospects want on your website
3. Send your print marketing
4. People go from print to your website
5. You win a new contact!

15. Use Mailing Lists
• Postcards
• Greeting cards
• Tri-fold (US only)

16. Mailing Lists: Focus on Your Niche or Build a Niche!
• Housing type and location
– Location
– Homeowner or renter
– Length of residence
– Single or multi-family
– Dwelling unit size

17. Mailing Lists: Focus on Your Niche or Build a Niche!
• Finances
– Estimated income range
– Estimated home value
– Mortgage type (FHA or VA)
– Mortgage sale month

18. Mailing Lists: Focus on Your Niche or Build a Niche!
• Personal demographics
– Age range
– Month of birth
– Marital status
– Gender

19. Mailing Lists: Focus on Your Niche or Build a Niche!
• Family structure
– Head of household
– Presence of children
– Grandparents in household
– Veterans in household

20. Mailing Lists: Focus on Your Niche or Build a Niche!
• Lifestyle
– Lifestyle data
– Religion
– Voter information

21. Strategies for Using Print Marketing

22. Want More Sellers?
Postcards

23. Want to Build Your Brand?
Tri-fold or postcard invitation to an event

24. Want to be the Local Gen Y Favorite?
• Send postcards with technology inspired images

25. Got a Listing in a High-End Area? Want more?
• Send greeting card invites to your open house

26. Send to Your Target Audience
Simply follow the prompts. It’s easy!

27. Dominate Your Niche Market
1. Identify your target audience
2. Choose the relevant value prospects want on your website
3. Send your print marketing
 Target your niche with a mailing list!
4. People go from print to your website
5. You win a new contact!

28. What’s Your Niche?

29. Build Your Plan!
• Who’s your audience?
• Which page on your Market Leader site will you send them to?
• Which mailing list criteria will you use?

30. Which Mailing List Criteria Will You Use?
• Housing type and location
• Finances
• Personal demographics
• Family structure
• Lifestyle

31. Next Steps
 Define your marketing strategy
 Create a marketing piece
 Use a mailing list to target your audience

32. Thank You!
Dominate your Niche Market
Download the presentation here:
www.marketleader.com/kw/kwmc
Kris Olsen
LinkedIn: www.linkedin.com/in/KrisKOlsen
Email: kriso@marketleader.com