marketing process of promoting, selling, and distributing a product or service

MarketingMarketing

Process of promoting, selling, and distributing a product or service

RLI - AgriLand Brokerage and Marketing

8-2

ObjectivesObjectives

List the steps to identify the target market Explain the process for segmenting the

market Describe the elements to be included in a

formal presentation List ways to package a property Understand how to obtain financing


8-3

Identifying The Target MarketIdentifying The Target Market

Two stage effort Highest and best use identified Selection of target

individualssyndicates investorsdevelopers


8-4

The Segmented MarketThe Segmented Market

List of prospective, qualified buyers Other determinants

locationbuyer demographicsoverall market scale


8-5

Qualified BuyersQualified Buyers

Previous client contacts Fellow brokers


8-6

Group Activity 8-1Group Activity 8-1

Group Discussion 8-1: Targeting the market. Ask each student to devise a strategy for their firm as theyestablish the target market for a property. Each student in turnthen identifies and explains their first strategy. This discussioncontinues until strategies begin to repeat.


8-7

Selling The SellerSelling The Seller

Adopt seller’s point of view Contacts? Use firm that sold property Recommendations Reputation


8-8

Firm ImageFirm Image

Logos Signs Correspondence Internet presence Advertisements


8-9

Packaging The PropertyPackaging The Property

Property is available Why it should be considered

lowest pricelargest / smallestclosestmost quiet / picturesqueutilities


8-10

Marketing CampaignMarketing Campaign

Signs on property Newspaper / publication advertisements Direct mail Website MLS Radio / TV


8-11

PackagePackage

Formal presentation Brochure Advertising


8-12

Formal PresentationFormal Presentation

Physicallocation soilsdrainagetopographyimprovementsaccess (transportation and utilities)


8-13

Formal PresentationFormal Presentation Economic

pricetermstaxesyields (crop base)local marketscomparable salesprojected incomeactual operating figures


8-14

Formal PresentationFormal Presentation Legal matters

legal descriptionname of ownerencumbranceszoning water and mineral rightsdate of possessioneasementspermitted uses


8-15

Formal PresentationFormal Presentation

Socialschoolsfire protectionlaw enforcement


8-16

ContentsContents

Table of contents Listing of major property factors Description and price Analysis of land and improvements Income analysis Location analysis Statement of limiting conditions


8-17

Brochure and Advertising Brochure and Advertising

Brochure — Summarizes formal presentation

Advertising institutionalfirm nameproperty


8-18

Property AdvertisingProperty Advertising

Signs Letters Newspapers and other publications Electronic media (no spam)


8-19

Securing FinancingSecuring Financing

SourcesFarm Credit System (FLCAs, ACAs, etc)sellerscommercial bankslife insurance companies


8-20

Module 8 ReviewModule 8 Review

List steps to identify lawful target market

property analysisselect target buyer


8-21

Module 8 Review Module 8 Review

Explain process for segmenting the market

geographicdemographicscale


8-22


Describe the elements to be included in the formal presentation

attractive photosphysical economiclegalsocial


8-23


List several ways to package propertyformal presentationbrochureadvertising

Advertisinginstitutional, firm name, and property


8-24


How to obtain financingFarm Credit Systemsellerscommercial bankslife insurance companies


8-25

Self Assessment Questions Self Assessment Questions The two stages of marketing are. Which is an item contributing to firm’s image. The three types of advertising are. Physical data about the property includes what. Sources of farm and ranch loans. What is an ACA.

marketing process of promoting, selling, and distributing a product or service

Documents

rli agriland brokerage

property slide

financing slide

spam slide

service slide

target buyer slide

property property

formal presentation