the basics of realtor branding | marketing 101
TRANSCRIPT
Topics
Samuel Scott F I N A N C I A L G R O U P
ü Find your Niche
ü Marketing Basics
ü The Marketing Mix
ü Your SOI
ü Your Farm
ü Content Sources
ü Follow Up
Elements of a brand
Samuel Scott F I N A N C I A L G R O U P
Cultural
ü Unique Selling Point (USP)
ü “Je ne sais quoi”
ü Style
ü Voice
ü Personality
ü Strengths
Elements of a brand
Samuel Scott F I N A N C I A L G R O U P
Textual
ü Bio
ü Mini bio
ü Mission statement
ü Value statement (core values)
ü Tag line
Elements of a brand
Samuel Scott F I N A N C I A L G R O U P
Visual
ü Logo (micro logo)
ü Head shot
ü Photos
ü Design elements
ü Style
ü Colors
Business Cards
Samuel Scott F I N A N C I A L G R O U P
ü White space
ü Photo
ü Contact info
ü Use front and back
ü High quality paper
ü Consider: Silk finish, UV overlays
Email Stationery
Samuel Scott F I N A N C I A L G R O U P
ü Email Address (Broker or Agent branded only)
ü Signatures
ü Outlook (edit signature)
ü Gmail or Yahoo (Wisestamp)
ü Mobile and tablet
ü Photo / Logo
ü Contact info
ü Hyperlinks?
Website
Samuel Scott F I N A N C I A L G R O U P
ü Basic
ü Free sites from your brokerage
ü Intermediate
ü Low cost, low maintenance
ü Advanced
ü Larger investment, larger return
Website
Samuel Scott F I N A N C I A L G R O U P
Basic
ü Broker Supplied Website
ü Broker hosted
ü IDX Property Search
ü About
ü Contact
Website
Samuel Scott F I N A N C I A L G R O U P
Intermediate ü Wordpress blog
ü Theme / Placester
ü Installed IDX
ü Community info
ü Mobile responsive!!
Website
Samuel Scott F I N A N C I A L G R O U P
Advanced
ü Custom Wordpress site
ü Market reports
ü Landing pages
ü Lead Capture
ü Video posts
ü Social Media
Website | URL
Samuel Scott F I N A N C I A L G R O U P
ü Agent Name
ü Real estate theme
ü Community theme
ü Landing pages
Presentations
Samuel Scott F I N A N C I A L G R O U P
ü Listing presentation
ü Personalize your brokerage presentation
ü Pre-listing presentation
ü Hyper-local market report & cover page
ü Buyers presentation
ü Zillow vs MLS & market reports
ü CMA
ü Cloud CMA (better than MLS)
Social Media
Samuel Scott F I N A N C I A L G R O U P
ü Online Reputation Management
ü LinkedIn
ü Facebook
ü YouTube
ü Twitter
ü Others…
Social Media
Samuel Scott F I N A N C I A L G R O U P
Online Reputation management ü Check your search results
ü Delete / update old profiles
ü Set Google alerts for your name
ü Monitor your online presence
Social Media
Samuel Scott F I N A N C I A L G R O U P
LinkedIn profile ü A must
ü Create a complete profile
ü Upload “extras”
ü Connect with good connections
ü Update status if it fits your marketing mix
Social Media
Samuel Scott F I N A N C I A L G R O U P
Facebook profile ü Use to work your SOI
ü Organize friends into lists
ü Set privacy settings
ü Don’t worry about pages
Social Media
Samuel Scott F I N A N C I A L G R O U P
YouTube ü ONLY use if you are producing your own
videos or have virtual tours from listings
Twitter / Pinterest / Instagram ü ONLY use if you already have followers
Lead Sources
Samuel Scott F I N A N C I A L G R O U P
1 • Sphere of Influence
2 • Community Farm
3 • Advertising
4 • Listings
5 • Groups / Organizations
SOI vs. Everything Else
Samuel Scott F I N A N C I A L G R O U P
You can only market to 2 types of people
1. People you know
2. People you don’t know
SOI Marketing
Samuel Scott F I N A N C I A L G R O U P
Contact Database ü Gather the info
ü Put into excel
ü Organize (rating and relationship)
ü Fill in the blanks
ü Upload into your CRM
Personalized Campaigns Win
Samuel Scott F I N A N C I A L G R O U P
Be authentic ü Remember your USP
ü Don’t sell. Engage and educate.
Categorization is key ü Top 25 strategy
ü Social Group strategy
What to send?
Samuel Scott F I N A N C I A L G R O U P
ü Holiday cards
ü Birthday cards
ü Personal calls
ü Thoughtful emails
ü Pop-bys / Planned events
ü Social media messages
Farming
Samuel Scott F I N A N C I A L G R O U P
Leads
ü Geographic
ü Demographic
ü Psychographic
ü Behavioral
Analyze your Farming
Samuel Scott F I N A N C I A L G R O U P
ü Real estate market reports
ü Title data
ü OO vs. NOO
ü Year purchased
ü Equity
ü Size, price, similarities
ü Less is more!!!
What to mail?
Samuel Scott F I N A N C I A L G R O U P
ü Personalization increases response
ü Hyper local data only
ü Home values are their biggest concern
ü Be different and interesting
ü Remember the USP you came up with!
ü Conversion – what do you want them to do?
ü Schedule. Consistency. Set expectations.
SamuelScottFG.com
Samuel Scott F I N A N C I A L G R O U P
ü Market data and real estate trends
ü Hyper-local real estate reports
ü Schools and demographics
ü Marketing flyers / infographics
ü The Advisor eNewsletter
ü Top Real Estate headlines of the week
Realtor Organizations
Samuel Scott F I N A N C I A L G R O U P
ü CAR
ü http://www.car.org/marketdata/graphics
ü NAR
ü http://www.realtor.org/research-and-statistics
ü SDAR
ü http://www.sdar.com > Housing Statistics
Follow up!!
Samuel Scott F I N A N C I A L G R O U P
ü Real estate is all about relations
ü You are selling a service not a product
ü There is a long sales cycle
ü Typically takes 8-12 points of contact before
business starts
ü Need a calendar and reminder
ü No room for a fear of phone calls