Virginia GRI 403: Personal Promotion Program as of 07/13/2009

1. GRI 403: Personal Promotion
TheAgentTrainer.com | @MattRathbun
Matthew Rathbun
ABR, CIPS, CRB, CRS, EPRO, GREEN, GRI, MRP, RSPS, SFR, SRS

2. MatthewRathbun
Thinks He’s funnier than
Broker
Over 10 years in
Always strives to be better
www.TheAgentTrainer.com
Husband and Father

3. www.TheAgentTrainer.com/gri403

4. I. Developing A Budget
!
II. Developing A Marketing Plan
!
III. The Follow-up
!
IV. Evaluating Your Efforts
!
V. Making It All Work
!
Today’s Lineup

5. SECTION I
!
Developing
A
Budget
!

6. Business Expense
- Those expenses
incurred as a “cost
of doing business”
BUSINESS VS PROMOTIONAL
Page 1
Promotional Expense -
Income Producing
expenses incurred in an
“attempt to generate leads
and attract business”

7. Creating
A
Budget
Page 3

8. SECTION II
!
Developing
A
Marketing Plan
!

9. Marketing is a conversation

12. Understanding
Your Consumer

13. 96%of homebuyers use the
internet as part of the search
process
49%
of homebuyers
found the home they
bought online
64%searched on
mobile
device
76%drove by home they
found online as the
first step46%online inquires
actually buy

14. 12weeks of active searching
online before buying
3weeks of active searching
before contacting agent
51weeks from first online inquiry until becoming
serious about looking for a home

15. of buyers
use a
REALTOR®
90%

16. YouTube Moment
Long Distance

17. 17

18. Personal Promotion - The sum
total of all that is done to
promote the use of your services
Promotion and Marketing
Page 8
Marketing - The sum total of
all that is done to promote the
sale of a service or product

19. Developing Business Quickly
Page 8
For Sale By Owner
Expired Listings
Unoccupied Homes
Foreclosures
Open Houses
Floor Time

20. Long Term Generation
Page 9
Sphere of Influence
Past Clients
First Time Homebuyers
Neighbors
Relatives
Organizations

21. SECTION II
!
Branding
!

22. BUILDING
YOUR
Page 10

23. “The most powerful concept
in marketing is owning a
word in the prospect’s mind”
The Law of Focus
Page 10

24. Name That Logo
Page 10

25. Self Reflection
Page 11
Strengths, Skills and
Life Experiences
How Do Client’s
Benefit?
How Do I Communicate My Message?

26. Page 12
Tools For Branding
• Logo
• Slogan
• Your Image
• Video
• Photography
• Color and Style
• Design
• Personal Appearance

27. SECTION III
!
Your Niche
!

28. Niche Marketing
• What is your niche
!
• Advantages
!
• Disadvantages
!
• How to Determine
• What Do You Do?
• What Do I Love?
• What Do Other Ask of Me?
• Passions Page 13

29. Individual Focus
Page 15
What do I know
about these people?
What Do We Have
In Common?
Do I Fell Comfortable
With Them?
Where Can I Find
Them?
How Do I Reach
Them?
What Do They
Need?
How Can I Help
Them?

30. Five
Maintain a Customer Relationship Management System (CRM)
Transfer all Contacts to a Spreadsheet
Mail / eMail your SOI your Who, What and Where
Create a systematic approach to staying in touch
Be disciplined in maintaining your SOI and contacting them
1
2
3
4
5
Steps To Engaging Your Sphere of Influence

31. SECTION IV
!
Delivering
Your Message
!

32. Page 16
Passive vs. Active

33. Engage
Web Calls
Newsletters
Cards
Networking
Social
The Plan
Page 18

34. Page 18

35. Farming

36. Choosing Your Farm
Is the soil fertile?
Are there other farmers?
Can you sustain it?
Will it be profitable?

37. “People don’t buy what
you do, they buy why
you do it.”
“ The goal is to
do business with
people who get
what you do”
Simon Sinek
Author: Start With Why

38. “Selling to people who
actually want to hear
from you is more
effective than
interrupting strangers
who don't,”
!
-Seth Godin

39. Embrace
the Client’s
Experience

40. The Experience You offer has
to be better than the one
they’ve had...

41. Introduce
Them To Your
Better
Experience

42. You have something that
the Aggregators don’t
have...
Hyper-Local Content!

43. SEO
GUIDE

44. 85% of Web
Traffic

45. 95%…won’t leave the first page

46. • Bullet
10% of Clicks
90%
of
Clicks

47. GOOGLE. COM/ADDURL
Page 1

49. Page 104

51. • Bullet
Page 1

52. Flickr. com
• Bullet
Page 1

53. Pinterest.com

54. FSBO
• Packets
• Sites
• Conversion

55. matthewRathbun.com/FSBO

56. Tradeshows,
Festivals
and Fairs

57. HUDMail
• Bullet

58. Zillow
• Bullet
Page 1

59. Zillow.com/Agents
• Create/Update Profile
• Free Webinar's
• Wordpress Plugins
• Local Market Data
• Mortgage Information
• Facebook Apps
• Website Badges
• Market Data for your Site

60. • Bullet
Zillow Profiles
and Reviews
(Think “SEO”)

61. • Bullet
Claim and
Enhance
Your
Listings!

62. zillow.com
• Bullet
Make Me Move

63. Trulia.com
Page 1

64. Trulia.com/Voices

65. HouseLogic.com

66. Mailchimp.com
• Bullet
Page 1

70. VistaPrint .com

71. LowesRealtorBenefits.com

72. google.com/Sites

73. Google.com/PlacesForBusiness
• Google.com/
PlacesForBusiness

74. • NARRPR.com

75. RBIntel.com

76. Using the MLS
Send Letters to those who
rented 9-12 months ago
regarding the buyer
marketTax Record labels for
postcards made on
home printer
Get Affiliate Buy-in
MLS Listing e-Mail Drip
Campaign
Personal Promotions on
Visual Tours or house
Photos (if MLS allows)

77. 76%of Sellers are
more likely to
list with an agent
who offers a
video
12%of Agents
use video
81%of Buyers are more likely to look at home
withVideos before those without

79. EngagePeople

80. YouTube Moment
Jessica Edwards
Call Me

82. Videolicious

83. Screenr .com
• Screenr.com

84. SoundCloud .com

85. NextDoor .com

86. MeetUp .com
Page 1

87. Create
Your
Own
Networking
Group
•Lunch Meetings
•Database Sharing
•Common Webpage

88. WineParty

89. 138 Years Old...
...and It Still Works

90. Hand-written
Notes

91. Ask For Referrals

92. SECTION IVa
!
Photography
!

93. TheBasics
Pixels - Important Dots
Page 1

94. Digital
Single-Lens Reflex
• Interchangeable Lens
• HD Photos
• Countless Settings
• HD Video
• Phase Detection Auto-Focus
• Speed
• Flexible
Page 1

95. HDRPhotos
(High Dynamic Range)

96. CameraPlus
• Bullet
Page 1

97. VisualStager.com
• Bullet

98. Civic Involvement

99. SECTION V
!
Followup
!

100. Customer Relationship Manager
CRM
Page 24

101. Microsoft Outlook
Page 1

102. Top Producer

103. WiseAgent .com

104. My Real Estate Tools

105. SECTION VI
!
Evaluate
Your
Investment

106. Are You Showing Fruit?
Page 26

107. Tracking Sources
Page 25

108. Customer Status
Level 1 - Pending Appointment
Level 2 - Call Today
Level 3 - Active Prospects
Level 4 - Inactive Prospects
Level 5 - Master Prospects
Level 6 - Sphere of Influence
Level 7 - Niche Farming Prospects

109. SECTION VII
!
Making It
Work

110. Where’s The Time?
Page 26

111. • Bullet
EasyEmerge.com

112. Prioritize Ideas
Page 26
Delegate
!
Automate
!
Drop

113. Page 27
Bringing It
All
Together

115. Facebook.com/mattrathbun
@mattrathbun
Matthew@TheAgentTrainer.com
www.TheAgentTrainer.com
YouTube.com/MattRathbun1