This document discusses developing a personal marketing plan. It recommends defining objectives and goals, targeting a specific audience, differentiating yourself, refining your message, determining the best media, creating an action plan and schedule, preparing a detailed budget, and measuring results. It also provides tips for finding qualified buyers and reaching out to potential buyers. Obtaining an ABR designation can help provide a market edge.

1. In this chapter
 Developing a personal marketing plan
 Finding qualified buyers
 Reaching out to potential buyers
 Using your ABR as a market edge
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2. 1. Define your objectives and goals
2. Target a specific audience
3. Differentiation
4. Refine your message
5. Determine the best media
6. Create your action plan and a schedule
7. Prepare a detailed budget
8. Measure your results
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3. •www.TheAgentTrainer.com

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6. Designation
Firm
1%
Caring / Good 4%
Listener Other
10% 5%
Honesty
29%
Knowledge of Area
12%
Agent is Friend / Reputation
Family 22%
17%
•You should know the client / customer’s expectations as
well as their needs*

7.  People you know
 People you don’t know
 Referrals
 Events
 Marketing media
 Interviews
 Other opportunities
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8. All buyers First-time Repeat
buyers buyers
Real Estate Agent 85 % 84 % 85 %
Internet 80 % 83 % 78 %
Yard Sign 63 % 63 % 62 %
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9.  Develop a presentation package
 Write newspaper and magazine articles
 Create a newsletter – snail mail or electronic
 Consult with a publicist
 Telemarketing
 Market to companies relocating to your area
 Develop contacts with property management firms
 Present home buying seminars
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10.  1. Logo Design
◦ www.eLance.com
◦ www.HobbsHerder.com
◦ www.gimp.org
◦ www.Picnik.com
 2. Slogan
 3. Your Real Estate Image
 4. Color and Style
 5. Personal Appearance
 6. Stay Consistent
Branding presents consumers with a consistent
vision or image*

11.  93% of homebuyers used the Internet as an
information source
 87% of buyers search the Internet to find
property information, 3% to find a real
estate agent
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14.  170% Growth in 35-45 year olds in past
year
 Average age of a user is 32
 Majority are College Graduates
 Largest increase of users are those over 55
in the past year
 175 million active users
 Average users have 120 friends
 18 million update daily
 Over 3 Billion minutes spent on Facebook
daily
◦ Source: http://www.facebook.com/press/info.php?statistics
•www.TheAgentTrainer.com

15.  Most Useful Information
◦ 84% Photos (At least 6)
◦ 82% Detailed Listing Information
◦ 60% Virtual Tours / Real Estate Shows
◦ 39% Maps
◦ 37% Neighborhood Information
◦ 26% Agent Information
 Average time for REALTOR to respond to
consumer inquiry = 52 Hours
 Average number of pictures per listing = 2
•www.TheAgentTrainer.com

16.  Benchmark of excellence in buyer
representation
 Emphasize your education focused on
representing buyers and demonstrated
experience
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17. REBAC’s Consumer Focus
 National advertising campaign
promoting ABR® and ABRMSM
 National press coverage
 Wall Street Journal, USA Today
- 1,500 daily newspapers
- 8,500 suburban weeklies
 Nearly 350 nationally broadcast
commercials on the radio
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18.  Swanepoel: “87% of Brokers feel that servicing
smarter and more informed consumers as
their largest concern”
 Marc Davidson, 1000 Watt Consulting: “How
long can a trillion dollar industry sustain
disregard for the
iPOD, MySpace, Facebook, YouTube, Starbuck
s, text messaging and brand conscious
consumers?”
•www.TheAgentTrainer.com

19.  Postcards
 Ad slicks
 Press releases
 Logos and stickers
 Your own home page with your own URL –
www.rebac.netYour name
 Homebuyer’s Toolkit
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22.  You’ve completing the first step to achieve
the Accredited Buyer’s Representative
designation!
Next
 Complete one elective course
 Document five completed transactions
 Maintain REBAC membership
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