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FREE RESOURCES!AVAILABLE AT REMINDERMEDIA.COM/RESOURCES

AND AVAILABLE RIGHT IN YOUR ACCOUNT

Plug in your numbers to calculate your marketing budget

An informative guide to walk you through creating a marketing plan

These scripts make asking clients for referrals easy!

FREE RESOURCES!REMINDERMEDIA.COM/PRINTABLES

NEW PODCAST EPISODES EVERY MONDAY AND THURSDAY!

LISTEN AT STAYPAIDPODCAST.COM OR APPLE PODCASTS!

TOM FERRY DANNY MOREL

KEVIN WARD BRYAN CASELLA

KEVIN HARRINGTON

Luke Acree @lukeacree | @lukeacreeRM

Josh Stike @staypaidpodcast

A Step-by-Step

Approach to Success

YOUR 2021

MARKETING PLAN:

PRESENTED BY:

• Inventory remains low with no evidence that the supply will meet demand.

• As of mid-December, Fannie Mae predicted: -Withtherolloutofavaccine,the30-yearfixed-

ratemortgagewillaverage2.7%forthenextyear.

- Home sales will climb to nearly 6.7 million, topping theestimated6.48millionsalesin2020and6.02million in 2019.

• U.S. Census Bureau’s December 23 report: -Themediansalespricewas$335,300.

-Theaveragesalespricewas$390,100.

• Realtor.com December 21 report: -Medianlistingpricesgrewat13.3%yearoveryear.

-18consecutiveweeksofdouble-digitgrowthinaskingprices.

-Themediandaysonthemarketisdown16.7% (13days)yearoveryear.

THE 2021 MARKET IS SET TO EXPLODE

A well-defined marketing budget will allow you to take advantage of the opportunities that 2021 promises.

THE IMPORTANCE OF A MARKETING BUDGET

Helps you to stay financially on track -Keeptrackofwhatyouspend

on each strategy

Helps you to put money into the right strategies -Lessonwhatdoesn’twork -Moreonwhatdoeswork

Helps you to set benchmarks & goals - Set realistic marketingexpectations -Understand&calculatethe

ROI of each tool

Helps you identify new opportunities along with keeping your team focused

• The average marketing budget for a service-based sales professional is about 10 percent of their gross commission income.

• Lead with revenue. -Lookatwhat’sworkingandkeepdoingmoreofthat. -Re-examineyoursalesfromthepreviousyear.

• The adage, “you have to spend money to make money” is true.

CREATING A MARKETING BUDGET

of these top producers spend more than $80,000 on their

marketing each year.

of agents with a GCI over $300,000 spent over $20,000

per year

of agents spend less than $5,000 on their

marketing

20%52%53%

Gary Keller, CEO of Keller Williams, recommends that real estate businesses follow this model.

Gross commission income (GCI) is 100 percent of the revenue your business takes in.

When you keep COS to 30% and operating expenses to 30%, what’s left over is PURE PROFIT.

Cost of sales (COS) is the actual cost of capturing and converting leads into sales. It includes the salary and commission of a listing specialist and commission of buyer specialists. This should be limited to 30 percent of GCI.

Operating expenses is the cost to generate leads and run the business. That should also be limited to 30 percent, with salaries and lead generation consuming the most.

THE MREA ECONOMIC MODEL

Profit: WHAT’S LEFT OVER

Income: WHAT GOES IN

Expenses: WHAT GOES OUT

• Your marketing budget cannot happen until you set revenue goals for your business.

• Once you’ve established goals, then you can start to calculate a budget.

• Reverse engineer to determine where your deals are going to come from.

• Plug in your information and develop the revenue needed to reach your goals.

• Determine how many transactions are needed and select the appropriate channels.

MARKETING REVENUE CALCULATOR

Try this free lead calculator spreadsheet to help at remindermedia.com/calculator!

$350,000 Average home price

3% Average commission

x

24 Number of homes

x

$10,500 Average commission

=

$250,000 GCI

$8,400,000 Sales Volume

=$250,000 GCI

$100,000 Income Goal

=

$75,000 Operating Expenses (30%)

–

$75,000 Cost of Sales (30%)

–

HOW DO YOU GET THERE?

FSBOFSBOss

INTERNET LEADS INTERNET LEADS (ZRT)(ZRT)

FARMINGFARMING

SOCIAL MEDIASOCIAL MEDIA

EXPIRED LISTINGSEXPIRED LISTINGS

SPHERE OF INFLUENCESPHERE OF INFLUENCE(REFERRALS)(REFERRALS)

OPEN HOUSESOPEN HOUSES

SEMINARSSEMINARS

HOW TO HIT YOUR TRANSACTIONS GOAL WITH REMINDERMEDIA’S PLATFORM

Total Transaction Goal 24 Homes=

63% from SOI/Referrals

15 transactions37% from Farming

9 transactions

• In the last 12 months 58% of readers have referred the professional sending the magazine.

• 80% of readers are more likely to do business with the professional who sends them the magazine.

• The magazine is kept for 3-4 weeks in the home

-45%keepthemagazineonthecoffeetable

-29%keepthemagazineonthekitchentable

• Every issue is read by at least 3 people -40%ofmagazinerecipientsshare

themagazine

WHAT WE LEARNED FROM RECIPIENTS

2019GfKReadershipSurvey

15 transactions x $10,500 average commission = $157,500

TOTAL POTENTIAL FROM SOI: 15 TRANSACTIONS

Closing rate of 15% on referrals 100 referrals15 transactions/.15 closing rate = 100

A 58% referral rate over 12 months 172 people sent to100 referrals/.58 referral rate = 172

Magazine Spend Annually $4,117.68Magazine + Digital Annually$4,837.56

MAGAZINE AND DIGITAL TOUCHPOINTS

By sending 12 direct mail pieces to your farm over 12 months, you should receive 1 TRANSACTION FOR EVERY 50 RECIPIENTS.*

*The Millionaire Real Estate Agent

12 DIRECT STRATEGY

FOR SALE1225 CARDINAL CIRCLE, BIRDSTOWN, NY

BEDS: 4 | BATHS: 3.5 | SQ. FT.: 1,900

Home with open foyer, den, formal living room,

and family room with a fireplace. Includes eat-in

kitchen with appliances. Enjoy the enormous dining

room, especially for a quintessential holiday feast.

Boasting both an open living room and an open den

for family enjoyment as well as entertaining. There

is one bedroom on the main floor, which could

also serve as a home office or media room. There

is plenty of room in the back yard to add a pool in

the future. A full finished walk out lower level has

1554 square feet for an au pair, an in-law suite, or a

spacious exercise room.

STACEY SHANNER

REALTOR®

Cell: (610) 878-5000 | Office: (610) 878-5000

E-mail: [email protected] | www.remindermedia.com

INTERESTED IN BECOMING A HOMEOWNER IN THIS AREA? GIVE ME A CALL!Stacey ShannerREALTOR® Cell: (610) 878-5000 | E-mail: [email protected]

King of Prussia, PA 19406MARKET UPDATE

38Properties

FOR SALE

24Properties

RECENTLY

SOLD 60Average Days on Market

$168Average Price per Square Foot

$279KAverage Sold Price

Could Be Your Home

THIS

Or Even

THIS

Interested in selling your home?

Let's chat today about the best

way to showcase your property.

Stacey Shanner REALTOR®

(610) 878-5000

[email protected]

www.remindermedia.com

9 transactions x $10,500 average commission = $94,500

TOTAL POTENTIAL FROM FARMING: 9 TRANSACTIONS

GEOGRAPHIC FARMING2% conversion rate on farming (1 transaction for every 50 homes) 450 homes farmed9 transactions/.02 conversion rate = 450

450 homes farmed times 12 months.95 per postcard x 450 homes x 12 = $5,130

Farming Spend Annually $4,702.50Sign up and get 1 month free!

Total Expenses = $9,540

Total Transaction Goal = 24 homesMAGAZINE AND

DIGITAL TOUCHPOINTSGEOGRAPHIC

FARMING

MAGAZINE SPEND ANNUALLY: $4,117.68MAGAZINE + DIGITAL ANNUALLY: $4,837.56

FARMING SPEND ANNUALLY: $4,702.50Sign up and get 1 month free!

15% closing rate

2% conversion rate

58% referral rate

.95 per postcard

15 Transactions 9 Transactions

100 referrals 450 homes farmed

172 people sent to 12 months

OTHER MARKETING EXPENSES

CLIENT

APPRECIATION

COST OF

WEBSITE AND

EMAIL SERVICES

YOUR TIME

BUSINESS

CARDS

GRAPHIC

DESIGN

OPEN

HOUSES

CRM/DIALER

YARD

SIGNS

• Find opportunities in your list -TargetedFollow-up

• Know who you are mailing to -Advocates

-80/20Rule

-FriendsandFamily

• Do you have enough touch points? -DigitalMarketingBundle

-PhoneCalls/TextMessages

-5for5onSocialMedia

MAILING LIST STRATEGIES

5 CHARACTERISTICS OF A GOOD REFERRAL

See so much value in their own experience with a business that they would take the risk to refer someone very important

Understand the comprehensive nature of all that business does and can convey its value proposition in a way that makes an impact

Have a clear idea of the type of person who would be an ideal client for that business

Understand that a personal introduction is needed to make the referral occur

Are comfortable in providing referrals (20% of people are not comfortable giving referrals)

L ISTEN TO EPISODE 202 OF STAY PAID AT

WWW.STAYPAIDPODCAST.COM

1

2

3

4

5

• Farm to the right neighborhood - Turnover rates

- Use the right tools to target

• Proactive outreach -Doorknocking

- Door hangers

- Community activities

- Charities

• Put the pro back in sales professional - Closing ability

- Rapport

-Presentationskills

-Therealworkisthepractice

ESSENTIAL FARMING TIPS

GEOGRAPHIC FARMING

A Clear Path to Exponential Growth



Sign up for our upcoming Farming Webinar!

24 transactions x $10,500 average commission = $250,000 GCI

with 40% profit margin = $100,000 goal

Magazine + Digital + Postcards: Spend only 3.7% of your total GCI on your marketing to generate $100,000 after expenses

• Set your goals

• Make your budget

• Choose your lead sources

• Hone your skills

MARKETING BUDGET BREAKDOWN

Download our free lead calculator at remindermedia.com/calculator

QUESTIONS?



THANK YOU FOR LISTENING!RECORDED SESSION AND SLIDES WILL

BE EMAILED TO YOU!

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