Grill Up a Mouth Watering Marketing Campaign
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Now that summer is here, make sure your marketing is off to a sizzling start. In just 30 minutes, we’ll share insight from the country's top agents on how they're using Cole Realty Resource to find new customers. You'll learn how to serve up a mouth watering marketing campaign including the: • Necessary ingredients • Important prep work • How to put everything together At Cole Information, our passion is helping businesses find new customers.
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Grill Up a Mouth Watering Marketing Campaign
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- 2. Cole Directory • Published in 1947 • “Blue Book” • Crisscross directory Invaluable information for industries: Telemarketing Debt collection Law enforcement Today, web-based lead generation for Realtors Then and Now
- 3. Session Framework •6 key ingredients to a marketing campaign sizzle. •Taste of some best practice examples. •Demo and Q&A opportunity.
- 4. •America’s favorite pastime •Marketing similarities •Score big = more •Sales •Leads •Opportunity Flickr via thebusybrain Tailgating
- 5. Start with a Vision •What do you hope to accomplish? •Best case scenario? •What steps are necessary to reach your goal? Start With A Vision…
- 6. •Market research •Clear objectives •Marketing tactics •Necessary vendors •Budget •Measurable goals Planning & Prep Flickr via Pen Waggener
- 7. Marketing Campaign Audience: • Unique audience • Neighborhood • Niche Demographics Guest List Flickr via makeshiftlove
- 8. 8 Neighborhood Farming • Google Maps™ technology • Accurate information • Easy to use
- 9. Average household receives 2 mail pieces/day •Tailor it to specific individual. •Make it relevant to their life. •Pay attention to their needs! Make it Personal Flickr via makeshiftlove
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- 13. 13 Follow with a Call •Introduction: •Be clear: “Hi I’m Lora Ullerich, your local agent/service provider… •Stress local: Differentiates you from those UNKNOWN callers.
- 14. 14 411 Information Calls—no sales or service calls • Introductory/Just Listed • “I’m sure you have seen the sign in the yard. Barb & Mike are moving. I apologize if there’s been some extra traffic on your street checking out the property. Here’s my number if you have any questions. I also might stop by next week and drop off a business card.” Hello…
- 15. 15 411 Information Calls—no sales or service calls • Open House Invite • “I wanted to give you a heads up that I’m hosting an Open House for Mike & Barb on Sunday afternoon. Again, I apologize for the cars that will be lining the street. Feel free to stop by if you want. I would love to tell you about the current market conditions…” Hello…
- 16. 16 411 Information Calls—no sales or service calls • Just Sold (and/or Under Contract) • “If you haven’t heard the great news yet, Mark & Barb’s house just sold! The market has really turned and houses are selling quickly! In fact it was only on the market for 10 days and sold for $XX more…. Think of me next time you are buying or selling.” Hello…
- 17. Claim your locations: •Yellow Pages •Google+ •Facebook •Twitter •Foursquare Think about: •Website •Blog •Pinterest Secure a Prime Spot
- 18. Keep in mind: •Main objectives •Target audience •Tactics involved: •Direct mail •Telemarketing •Traditional advertising •Social media advertising •Create a sense of urgency •Call-to-action Execution
- 19. Ask yourself: •What worked? •What didn’t? •What could be done better for the future? Clean Up Flickr via HoskingIndustries
- 20. Once again, track and measure Track & Measure
- 21. • Customer Care 800-283-2855 • Monday-Friday, 8 a.m.- 5 p.m. CDT • Cole Community Jump Start Your Sales
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Editor's Notes
- 3 Tactics to Gain Sellers When For Sale Homes are Scarce - Cole Realty Resource As you know, Mike says never stop PROSPECTING. New and seasoned veterans prospect EVERY DAY in order to achieve success. Cole Realty Resource online provides UNLIMITED PHONE NUMBERS for only $395/year. All the phone numbers you will ever need for: Just Listed, Just Sold, Farming and Expireds. Key household information includes: Owner/Renter, Purchase Amount, Home Value, Length of Residence, Date of Birth and additional Household Members. Be sure to ask for the Mike Ferry discount.
- Welcome to Cole Realty Resource. You've signed on to a powerful tool that allows users to search for qualified leads in your neighborhood. In less than 30 minutes, we'll show you how to use the neighbor search to target your best prospects for mailing or telemarketing. You can find businesses and consumers close to your Just Listed or Just Sold properties to find new customers with unlimited searches and unlimited downloads. Cole Realty Resource also empowers agents to: •Farm a neighborhood using our Google Mapping App •Target prospects by home value, street, length of residence etc. •Find potential first time home buyers by targeting renters We'll also have a brief demonstration and some time for Q & A. At Cole Information, our passion is helping businesses find new customers. During today’s presentation, I’m going to show you the highlights and benefits of the program, how easy Cole Lists is to use to target consumers or businesses. If at any time, you have any questions, please type your question into the console to the right of the presentation & we’ll answer those questions.
- Discuss today's session: Today we’re going to fire up the grill, show the similiarilties of a tailgate to a marketing campaign & provide what I think are the 6 key ingredients to make your next marketing campaign sizzle. I’ve got some marketing examples of best practice postcard, letter & telemarketing scripts I’m going to give you a taste of to provide a starting point to get your creative juices flowing and see how it can relate to your small business. Provide 5 action points to get you started today. Some housekeeping items for you, I do value your feedback & questions—so if you have a question/comment, please use the dashboard located on the right hand side of your screen and type your question/comment in the applicable area. We are recording today’s session and it will be availbale to you via email in about 24 hours. And one lucky attendee to today’s small biz webinar will walk away with a $50 Amazon GC at the end of today’s webinar so stay tuned for the opportunity to win that.
- What do warmer temperatures, America’s favorite past time (baseball) like the CWS and a gas grill have in common with marketing a small business? Plenty…and it starts with tailgating.—an afternoon that includes firing up the grill, donning your favorite pro/college team’s colors, eating and throwing the pigskin around or going to the game to be with the thousands of other fans. If you’ve ever attended one or been in charge of one—they can be stressful & there’s a certain finesse that goes along with being successful. There’s a lot of prep work that goes into these pregame parties, it’s not a last-minute thing. In fact, I know a professional tailgating planner who plans for these parties in the off-season! In many ways, America’s favorite pastime is a lot like running a successful marketing campaign for your small business. If you score big, it means, increase sales, a wider customer base and more leads to convert—not to mention additional recognition in your community.
- It starts with a vision. What are the expectations of your tailgate party? Do you want it to be reminisce about for years to come? Or do you want it to be one of those events that is forgotten about right as you leave? In the same way, a successful marketing campaign stars with a vision of the outcome. What does it include? Ask yourself: What are you trying to accomplish? Is it more money? More prospects? More opportunity? Increased presence? Do your goals match up to your overall business plan? Write down reasons for running the campaign and the goals.
- Menu planning and Prep: a successful tailgate involves great food and plenty of it. Just like you agonized over the menu including what meats to grill, veggies to include, sides to serve up & don’t forget the munchies & the beverages on hand. Then you’ve got to make sure you’re getting the best price on the food, so it’s scouring the weekly grocery store ads to see which one has the best deal on what. Then you’ve got include the party necessities: the red plastic cups, utensils, plates, napkins, hand sanitizer, etc. Regarding marketing…a successful marketing campaign includes lots of planning & prep as well. You’ve got to research your market—what’s the competition doing compared to you? Who are you really trying to target. Then what are your objectives? Are they clear? What are your media tactics—are you going to advertise w/ TV, radio, Direct mail, social media, newsletters? What about your budget? Is it enough to support all you’d like to do? Do you have a little extra to make adjustments where necessary? Finally how are you going to measure success? Are your goals measurable?
- If you want to make memories, another vital component of any tailgating party is who’s invited are these people fun & engaging? Or are they serious, reserved and don’t even like football? Similarly, every campaign has a certain audience, neighborhood or demographic target. The message needs to speak to them and also be in the medium where they’re at. In other words, if you’re targeting your message to women, new research suggests more women spend their time on social networking sites like Pinterest & FB, than men. Are you promoting your product/service on sites like those?
- Now let’s talk about an easy solution to neighborhood farming. Demo onscreen Google mapping Listings of recently sold homes including the price. This tells them the potential price they could get if they sold their home. Average time of market. This proves that you CAN move homes in their neighborhood. Don’t get all wrapped up on who sold it at this point, include every sale. Open House: Schedule an Open House on a property that is not your listing. This is a great reason to call a neighborhood. I’m not sure if you know Anslee & Tyler on N 14th St but they just listed their home. It’s a great home to raise a family in. If you would like to stop by, we will be handing out bags of popcorn.
- Tom Foti, manager of Direct Mail and Periodicals at the U.S. Postal Service (USPS), recently said in a statement that an "average household receives only two pieces of direct mail a day" and that most people are excited by receiving something. This means that business owners who use direct mailing lists are likely to have more success grabbing consumers' attention when compared to other forms of advertisement. According to DirectMarketingIQ, in 2011, 38 percent of direct mail was personalized to establish a stronger connection with clients. If a company delivers information that has been tailored to a specific individual, region or demographic, it is more likely to attract attention. Businesses can use reviews of relevant products based on a consumer's buying history, or referrals from other clients, to create a specific advertisement. Even something as simple as including a free offer for regular customers may make a mailer feel more personal to a consumer. Clients want to know that companies are paying attention to their needs. Making a more personalized advertisement may be a more effective mailing list marketing strategy than sending out general information. This might be the budget-friendly solution for owners whose customers complain about not receiving service based on their interests.
- Show results! Postcards should be simple straight forward & clear. According to Joy Gendusa of postcardmania.com, elements that must be included in your postcard should include: Clear and bold headline Graphics that support your message Color that pops Your logo “The offer” Calling or mailing should be that same messaging Successful agents tell us that you should strive to provide information of value to your neighborhood prospect. DON’T try to hard sell at this point. They haven’t even told you they’re ready to buy. If you hard sell at this point they will never call you. Do NOT make it a sales call. Again make it more of a 411 informational call.
- Show results! Postcards should be simple straight forward & clear. According to Joy Gendusa of postcardmania.com, elements that must be included in your postcard should include: Clear and bold headline Graphics that support your message Color that pops Your logo “The offer” Calling or mailing should be that same messaging Successful agents tell us that you should strive to provide information of value to your neighborhood prospect. DON’T try to hard sell at this point. They haven’t even told you they’re ready to buy. If you hard sell at this point they will never call you. Do NOT make it a sales call. Again make it more of a 411 informational call.
- Show results! Postcards should be simple straight forward & clear. According to Joy Gendusa of postcardmania.com, elements that must be included in your postcard should include: Clear and bold headline Graphics that support your message Color that pops Your logo “The offer” Calling or mailing should be that same messaging Successful agents tell us that you should strive to provide information of value to your neighborhood prospect. DON’T try to hard sell at this point. They haven’t even told you they’re ready to buy. If you hard sell at this point they will never call you. Do NOT make it a sales call. Again make it more of a 411 informational call.
- As with any approach with someone you’ve never talked to before, be sure to include in your introduction: Be clear—tell them who you are and why you’re calling. Be sure to stress that you’re local—this separates you from the rest & lets them know that you know the area, people & are dealing with the same issues they are.
- Scripting is essential and VERY easy. These are NOT sales calls. They are NOT a service call. It’s just a 411 informational call to the neighbors. Call #1: Introductory: I’m sure you have seen the sign in the yard. Tyler & Anslee are moving. I apologize if you notice some extra traffic in the area checking out the property. Here’s my number if you have any questions. I also might stop by next week and drop off a business card. Why are you calling me? Why are you bugging me? Because it’s VERY important. I gave an oath to my client, my client who happens to be your neighbor down the street that I would call of their neighbors to see if they know of anyone who might want to move into the neighborhood. And if you were my client, I would do the same thing! Why are you calling me? Why are you bugging me? Because whatever I list and sell your neighbors home for DIRECTLY impacts the value of YOUR home!
- Scripting is essential and VERY easy. These are NOT sales calls. They are NOT a service call. It’s just a 411 informational call to the neighbors. Call #2: Open House: I wanted to give you a heads up that I’m hosting an Open House for Anslee & Tyler on Sunday afternoon. Again, I apologize for the cars that will be lining the street. Feel free to stop by if you want. I know curiosity might get the best of you, so if you have never been in their house, this might be the time to check it out. - We’re providing free hot dogs, cookies, popcorn, etc.
- Scripting is essential and VERY easy. Call #3: Just Sold: If you haven’t heard the great news yet, Anslee & Tyler’s house Just Sold. The market has really turned and houses are selling quickly! In fact it was only on the market for 10 days and sold for $25,000 more than they purchased it for 7 years ago. It was great getting to know all of the neighbors on the street while I was working for Anslee & Tyler. NOTE: This does not have to be your transaction. Use any Just Sold property in your MLS system. Use that Sale to leverage why you are calling.
- Tailgating is all about location, location, location! A prime spot in the parking lot can make/break the atmosphere. In additional you want to make sure have plenty of games and activies for those who don’t end up going to the game, a TV/radio tuned in to the game play-by-play so that those who want to know what’s going on. You want to start by submitting your company’s profile data to a number of different directories like yellowpages, superpages, etc. but also check out this website: getlisted.org. write this down because this site quickly gives you a run down of the sites you may have already claimed you page on & by clicking on the link, you can add your business information to improve your search engine optimization. Regarding your agency maybe you can’t change the physical location, but you can make you can make your virtual location easy to find. Make sure your business has been added to search engines like Google, Bing, My Yahoo, you’ve got your social spaces claimed—FB twitter, Four square, Linked in & you’re routinely updating those places.
- On game day, it’s all about execution! Showing up early on game day is nearly as important as prepping for the event, the guest list & your location. Therefore, you can be ready for any last minute changes that ineveitably come your way. Also, you can be sure the food is to perfection and grilled on time---nobody wants cold/burnt food and hungry tailgaters! The way you execute your marketing plan is also critical. You can have the best laid out plan, the perfect copy, telemarketing script and ads, but if you don’t actually send the postcards, make the phone calls or buy ad space and update your social media spaces, it’s all for naught! At the same time, as a small business—you have the ability to be flexible
- You know the old saying, if you get it out, put it away or leave a spot as you found it. Same way with cleaning up after the party—you got to make sure you pick up all the cans & throw away the trash. With marketing it’s all about measuring the effectiveness of your marketing campaign.
- We’re so glad you’ve chosen Cole Realty Resource to jump start your sales. If you have additional questions or need assistance, our customer service number is …..1-800-283-2855 today. And be sure to check out Colecommunity.com. Where you can learn some great tips through our webinars—both new & recorded, read our blog & articles on colecommunity.com. Are there any questions?