smart marketing for realtors

Philip Glover www.PHILIPGLOVPhilip Glover www.PHILIPGLOVER.com Prosperity Mortgage Co.ER.com Prosperity Mortgage Co.

Real Estate Real Estate Marketing 101Marketing 101

A course to help you effectively A course to help you effectively market and increase your business. market and increase your business.


A course in A course in Real Estate MarketingReal Estate Marketing

resulting in a continually resulting in a continually

expanding business.expanding business.


• Why you need to Why you need to marketmarket

• When marketing When marketing won’t workwon’t work

• How to insure your How to insure your marketing DOES marketing DOES workwork

You First Need to KnowYou First Need to Know


If you don’t you will:If you don’t you will:

• Lose repeat business.Lose repeat business.

• Lose referral business.Lose referral business.

• Have to spend far more to generate new clients.Have to spend far more to generate new clients.

Know Why You needKnow Why You needto Marketto Market

Did You Know… it costs up to 10 times more to acquire a new client than it does to keep the ones you already have?


1.1. If you haven’t made If you haven’t made clients happy to clients happy to begin with.begin with.

2.2. If you haven’t made If you haven’t made clients feel they are clients feel they are important.important.

Know When Marketing Know When Marketing Won’t WorkWon’t Work

Did You Know… 71% of Real Estate transactions are generated from repeat and referral business?


1.1. Develop a Develop a database.database.

2.2. Develop a referral Develop a referral system.system.

3.3. Stay in touch.Stay in touch.

4.4. Show clients you Show clients you care.care.

Core RequirementsCore Requirements

Did You Know… 67% of customers are lost because of no consistent customer contact.


1. Develop a Database1. Develop a Database

• For your client list, you may want to For your client list, you may want to use one of the following databases:use one of the following databases:– ACT!ACT!– GoldmineGoldmine– AccessAccess– Outlook ContactsOutlook Contacts– ExcelExcel


• Include the following Include the following information:information:– NameName– AddressAddress– Telephone numbersTelephone numbers– Email addressEmail address– Loan closing dateLoan closing date– Loan typeLoan type– Interest rateInterest rate

– Family member namesFamily member names– Birth datesBirth dates– Anniversary date Anniversary date – Hobbies, interestsHobbies, interests– Referral namesReferral names– Recording/tracking of Recording/tracking of

client contactsclient contacts– Other information that Other information that

you deem valuableyou deem valuable



• Divide your list into 2-4 sub Divide your list into 2-4 sub databases.databases.– Separate them by business potential Separate them by business potential

and market accordingly.and market accordingly.

• Market to commonality factors such Market to commonality factors such as interests or event attendance.as interests or event attendance.

• Keep your database information Keep your database information current. current.



• When to ask for referrals:When to ask for referrals:– At the close of the initial meeting. At the close of the initial meeting. – Include postage-paid referral cards Include postage-paid referral cards

with your closing gift.with your closing gift.– Include postage-paid referral cards Include postage-paid referral cards

with your survey card that is sent with your survey card that is sent after closing.after closing.

– Call clients one month after closing.Call clients one month after closing.– Anywhere and everywhere.Anywhere and everywhere.

2. Develop a Referral 2. Develop a Referral SystemSystem


– All marketing All marketing materials should materials should reinforce your desire reinforce your desire to do business by to do business by referral.referral.

– Ask for referrals Ask for referrals exceptexcept when sending when sending a birthday, a birthday, anniversary or holiday anniversary or holiday greeting card.greeting card.



– Keep track of your client’s referrals in Keep track of your client’s referrals in your database.your database.



– Send a thank you card Send a thank you card immediately when you immediately when you know about a referral.know about a referral.

– Ideally, also call the client.Ideally, also call the client.– Let the referred client Let the referred client

know how much you know how much you appreciate referrals.appreciate referrals.

– Keep track of all referrals Keep track of all referrals given.given.

– Give a homemade gift to Give a homemade gift to thank the client.thank the client.



• Stay in touch regularlyStay in touch regularly– Ideally monthly or moreIdeally monthly or more– 12-18 times per year 12-18 times per year

• Add valueAdd value

• Or express true Or express true sentimentsentiment

3. Stay in Touch3. Stay in Touch

Did You Know… marketing to your past clients and sphere database will generally pay for itself immediately?


– Call clients Call clients – Send:Send:

•PostcardsPostcards

•NewslettersNewsletters

•Greeting cardsGreeting cards

– Send email notes Send email notes – Send a digital newsletterSend a digital newsletter– Send articles of interestSend articles of interest



– Send personalized Send personalized notes or cards on all notes or cards on all anniversaries and anniversaries and birthdays. birthdays.

– Respond immediately Respond immediately when you find out when you find out about a special event. about a special event. Keep on hand:Keep on hand:• New baby cardsNew baby cards

• Congratulations cardsCongratulations cards

• Sympathy cardsSympathy cards

• Wedding cardsWedding cards



– Invite clients to:Invite clients to:•Luncheons Luncheons

•Special eventsSpecial events

•Sporting events Sporting events

•Night at the Night at the moviesmovies

•Pumpkin carving Pumpkin carving contest contest

•Easter egg huntEaster egg hunt

•Old fashioned Old fashioned picnic in the parkpicnic in the park




– Invite clients to Invite clients to seminars on topics of seminars on topics of interest to interest to homeowners, such homeowners, such as:as:

• Buying Your First HomeBuying Your First Home• They Keys To They Keys To

HomeownershipHomeownership• Investing in Real EstateInvesting in Real Estate• Understanding Reverse Understanding Reverse

MortgagesMortgages


Did You Know… according to a University study, 87% of your past customers care more about a relationship with you, than about the price they paid?

• Take time to find out Take time to find out about them about them whenever possible.whenever possible.

• Let them know Let them know something personal something personal about YOU.about YOU.

• Unless you’re in a Unless you’re in a meeting with a meeting with a client, always take client, always take client calls. client calls.

4. Show Clients You Care4. Show Clients You Care


• Other Other professional professional referral sourcesreferral sources

• Corporate Corporate AffiliatesAffiliates

• NichesNiches

• NetworkingNetworking

Electives:Electives:Developing New BusinessDeveloping New Business


Build AttorneyBuild AttorneyRelationshipsRelationships

• Target divorce and/or bankruptcy attorneys.Target divorce and/or bankruptcy attorneys.

• Write an introductory letter, follow up with a Write an introductory letter, follow up with a phone call and then ask for an appointment.phone call and then ask for an appointment.

• Outline how you work with clients. Outline how you work with clients.

• Explain your follow-up methodology. Explain your follow-up methodology.

• Ask them the communication method they Ask them the communication method they prefer.prefer.


Build AttorneyBuild AttorneyRelationshipsRelationships

• Send value-added information. Send value-added information. • Provide references to confirm your Provide references to confirm your

reputation, your responsiveness and reputation, your responsiveness and ability to follow-through.ability to follow-through.

• Offer to speak at professional functions. Offer to speak at professional functions. • Deliver what you promise.Deliver what you promise.


Build Corporate AffiliateBuild Corporate AffiliateRelationshipsRelationships

• You have a database of You have a database of contacts to call.contacts to call.

• You can ask every client You can ask every client who comes through your who comes through your door.door.

• Simply say, “By the way, Simply say, “By the way, we offer a service to we offer a service to corporations. Do you corporations. Do you think the company you think the company you work for would be work for would be interested in providing interested in providing discounted services to discounted services to their employees?”their employees?”


• Point out the benefits of a corporation Point out the benefits of a corporation affiliation with a real estate professional:affiliation with a real estate professional:– Owning a home increases employee stability Owning a home increases employee stability

and retention.and retention.– A home buying education program will be A home buying education program will be

perceived as a benefit of working there.perceived as a benefit of working there.– Employees will benefit from a discount on Employees will benefit from a discount on

their real estate fees.their real estate fees.



Add value by:Add value by:– Providing one-on-one consultations. Providing one-on-one consultations. – Holding seminars or lunch and learn Holding seminars or lunch and learn

sessions on first time home buying as sessions on first time home buying as well as real estate investing. well as real estate investing.

– Offering a special discount or additional Offering a special discount or additional service to employees.service to employees.

– Provide the HR manager with educational Provide the HR manager with educational brochures and materials.brochures and materials.



• Niche marketing can include Niche marketing can include the following target markets:the following target markets:– Property typeProperty type– Consumer groupConsumer group

• When marketing to a niche, When marketing to a niche, you are contacting prospects you are contacting prospects who don’t know you or your who don’t know you or your offering.offering.

• You must first build trust You must first build trust before you will obtain before you will obtain business.business.

Target Niche MarketsTarget Niche Markets


• Choose a home buying Choose a home buying program that has a program that has a unique offering. unique offering.

• Obtain a list of prospects Obtain a list of prospects that would benefit from that would benefit from your offer.your offer.

• Send mailers that Send mailers that describe your offer.describe your offer.

• Speak to groups who Speak to groups who might be interested.might be interested.

• Ensure you have the Ensure you have the proper follow-up systems proper follow-up systems in place.in place.



• Choose a consumer group that you can identify Choose a consumer group that you can identify with such as:with such as:– NewlywedsNewlyweds– First time home buyersFirst time home buyers– Professional investorsProfessional investors– Prospective investorsProspective investors

• Obtain a list of prospects that would benefit from Obtain a list of prospects that would benefit from your offer.your offer.

• Send monthly mailers.Send monthly mailers.• Offer prospects value-added information.Offer prospects value-added information.• Conduct seminars.Conduct seminars.



• Being visible in the Being visible in the community at large and community at large and within the professional within the professional community is an community is an important part of being important part of being successful. Getting successful. Getting involved and being involved and being visible may include:visible may include:– NetworkingNetworking– Community involvementCommunity involvement– VolunteeringVolunteering

NetworkingNetworking


• Web MarketingWeb Marketing

• PublicityPublicity

• AdvertisingAdvertising

• SeminarsSeminars

Extra CreditExtra Credit


1. Web Marketing1. Web Marketing

• Create a site that has information that is Create a site that has information that is updated regularly.updated regularly.

• Keep you site design clean and simple.Keep you site design clean and simple.

• Put a list of all your currently listed Put a list of all your currently listed properties on your site.properties on your site.

• Put your web address on everything that Put your web address on everything that you give to prospects and clients.you give to prospects and clients.



• Give users a reason to explore your site. Give users a reason to explore your site. Include:Include:– Testimonials.Testimonials.– Organization memberships and community Organization memberships and community

involvement.involvement.– Information about yourself.Information about yourself.– Links to helpful information.Links to helpful information.– An “agent of the month” page.An “agent of the month” page.– Your contact information on every page.Your contact information on every page.– Something of value.Something of value.


• Give them reasons Give them reasons to visit often:to visit often:– An informative An informative

email newsletteremail newsletter– Home improvement Home improvement

tipstips– Contest or game Contest or game

with prizeswith prizes



• Write an article for local publications or Write an article for local publications or newspapers.newspapers.– Reprint the article and include it in a mailer to Reprint the article and include it in a mailer to

your database.your database.– Update your web site and include a link to the Update your web site and include a link to the

article.article.– Include the article in your monthly newsletter.Include the article in your monthly newsletter.– Reformat the article as a brochure and give it Reformat the article as a brochure and give it

to prospects and past clients.to prospects and past clients.

2. Publicity2. Publicity



• Organize an event that benefits your Organize an event that benefits your community, school or institution.community, school or institution.– Send press releases to local newspapers, Send press releases to local newspapers,

radios and TV studios announce the event.radios and TV studios announce the event.– Invite local celebrities to attend the event.Invite local celebrities to attend the event.– Invite a DJ from a local radio station to act as Invite a DJ from a local radio station to act as

MC and provide entertainment.MC and provide entertainment.– Invite your past clients to participate in the Invite your past clients to participate in the

event.event.


• Contact local talk radio Contact local talk radio shows and offer to do shows and offer to do a 30 minute show a 30 minute show about real estate about real estate topics and take call-topics and take call-ins.ins.

• Contact your local Contact your local newspaper and offer newspaper and offer to write a column to write a column about real estate about real estate topics or answer topics or answer questions on real questions on real estate related topics.estate related topics.



3. Advertising3. Advertising

• Advertise sparingly:Advertise sparingly:– Advertise in community newspapers.Advertise in community newspapers.– Advertise in publications such as the Thrifty Advertise in publications such as the Thrifty

Nickel, Community Press or Tidbits.Nickel, Community Press or Tidbits.– Advertise in local publications that your Advertise in local publications that your

professional referral sources read.professional referral sources read.– Buy a bus bench sign in your farm that is in a Buy a bus bench sign in your farm that is in a

high traffic area.high traffic area.

• Track results of your advertising.Track results of your advertising.


• Provide value-added services such as free Provide value-added services such as free seminars to past clients and prospects.seminars to past clients and prospects.

• Publish a schedule and advertise it on Publish a schedule and advertise it on everything you send or give away.everything you send or give away.

• Send announcements to prospects and Send announcements to prospects and past clients.past clients.

• Advertise your event in the upcoming Advertise your event in the upcoming events section of your local newspaper.events section of your local newspaper.

4. Seminars4. Seminars


Remember…Remember…

1.1. Do a Do a greatgreat job. job.2.2. Make clients feel they are important to Make clients feel they are important to

you.you.3.3. Build a database of past clients & sphere Build a database of past clients & sphere

and stay in touch with them.and stay in touch with them.4.4. Develop new business that fits with YOU.Develop new business that fits with YOU.

Do these four things, and your Do these four things, and your business business willwill continually and continually and

exponentially expand.exponentially expand.

smart marketing for realtors

Economy & Finance

referral business

referral system

new clients

clients referrals

past clients

touch invite clients

postagepaid referral

clients happy