real estate marketing alvaro monteiro

8/14/2019 Real Estate Marketing Alvaro Monteiro

1/82

Courtesy ofProfessor LVARO MONTEIRO, PhD; NDRua Cravinas, 4 - PetrogalBobadela, Lisboa - PORTUGAL, 2695-124Phone: (+351) 91 4917806

Email: [email protected]


2/82

1

Marketing 101.................................................................................................2

101 Marketing Ideas for Real Estate Agents and Brokers.....................................................3

25 Steps to Kick Start your Real Estate Business ................................................................... 7

Real Estate Advertising 101 - Choosing The Right Medium ...............................................13

13 Real Estate Marketing Mistakes to Avoid ! ......................................................................22

10 Powerful Networking Tips Using Business Cards ...........................................................28

Network marketing .......................................................................................31

Networking for Real Estate Professionals It's Important!...............................................32

The Top Ten Rules of Effective Networking for Real Estate Professionals ...................... 34

12 Tips to Network Your Way to Success..............................................................................36

Personal Marketing ......................................................................................38

Be a Real Estate Agent with Curb Appeal............................................................................. 39

Top 10 Time Management Rules of Successful Real Estate Salespeople ...........................42

Customer acquisition and retention.............................................................45

Real Estate Agents / Brokers - Seven strategies to exceed and please today's demanding

consumer................................................................................................................................... 46

Ten Tips To Becoming A Confident Presenter .....................................................................49

5 Things More Important to Real Estate Internet Buyers than What Youre Selling ......51

Attracting New Business on a Shoestring Budget ................................................................. 53

As a Real Estate agent, How Do I Attract Listings? .............................................................55

Six easy Questions to Ask an Expired Listing to make it yours...........................................57

Telemarketing & Direct Mailing..................................................................60

Marketing Yourself: Telephone Skills for the Real Estate Professional............................61

Telemarketing for Real Estate Professionals.........................................................................63

Real Estate Marketing, Do You Use Direct Mail? ................................................................ 65

E-marketing ..................................................................................................67

Keys To Real Estate Sites - 10 Must Haves Of Real Estate Sites........................................ 68

Ten Unobvious Ideas To Pull Visitors to Your Real Estate Agent Web Site.....................71

Top Ten Web Marketing & Advertising Ideas for your Real Estate Website ...................74

Real Estate Agents, Sign Your E-mails Effectively! .............................................................77

Real Estate Agents, Make Your E-Mails Read! .................................................................... 79


3/82

2

Marketing 101


4/82

3

101 Marketing Ideas for Real Estate Agents and Brokers

Any real estate professional, either rookie or veteran, has to have a marketing

plan. This is as essential as having an office phone. If people do not know about

you how can they possibly utilize your services? A focus on what the customer

wants is essential to successful marketing efforts. This customer-orientation must

also be balanced with your objective of maintaining a profitable volume of sales in

order to continue to do business. Marketing is a creative, ever-changing

orchestration of all the activities needed to accomplish both of these objectives.

Below are a 101 tips on cost effective ways to get your business noticed and

establishing a name for yourself.

GENERAL IDEAS

Never let a day pass without engaging in at least one real estate marketing activity.Determine a percentage of gross income to spend annually on real estate marketing.Set specific marketing goals every year; review and adjust quarterly.Maintain a tickler file of ideas for later use.Carry business cards with you (all day, every day).Create a personal nametag or pin with your company name and logo on it and wear it at high visibilitymeetings.

MARKETING COMMUNICATIONS

Publish a real estate newsletter for customers and prospects. (It doesnt have to be fancy orexpensive.)Develop a brochure of services.Include a postage-paid survey card with your brochures and other company literature. Include check-off boxes or other items that will involve the reader and provide valuable feedback to you.Remember, business cards arent working for you if theyre in the box. Pass them out! Give prospectstwo business cards and brochures -- one to keep and one to pass along.Produce separate business cards/sales literature for each of your target market segments (e.g. business

and consumer).Create a poster or calendar to give away to customers and prospects.Print a slogan and/or one-sentence description of your business on letterhead, fax cover sheets andinvoices.Develop a site on the World Wide Web.Create a "signature file" to be used for all your e-mail messages. It should contain contact detailsincluding your Web site address and key information about your company that will make the readerwant to contact you.Include "testimonials" from customers in your literature.Test a new mailing list. If it produces results, add it to your current direct mail lists or considerreplacing a list that's not performing up to expectations.

Use colored or oversized envelopes for your direct mailings. Or send direct mail in plain whiteenvelopes to pique recipients' curiosity.


5/82

4

Announce free or special offers in your direct response pieces. (Direct responses may be direct mail,broadcast fax, or e-mail messages.) Include the offer in the beginning of the message and also on theoutside of the envelope for direct mail.

TARGET MARKET

Stay alert to trends that might impact your target market or promotion strategy.Read market research studies about your profession, real estate industry, target market groups, etc.Collect competitors ads and literature; study them for information about strategy, features andbenefits, etc.Ask clients why they hired you and solicit suggestions for improvement.Ask former clients why they left you.Identify a new market.Join a list-serve (email list) related to your profession.Subscribe to an Internet newsgroup or a message board that serves your target market.

EDUCATION, RESOURCES AND INFORMATION

Establish a marketing and public relations advisory and referral team composed of your colleaguesand/or neighboring business owners to share ideas and referrals and to discuss community issues.Meet quarterly for breakfast.Attend a real estate marketing seminar.Read a real estate marketing book.Subscribe to a marketing newsletter or other publication.Subscribe to a marketing newsgroup on the Internet.

Train your clients to promote referrals.Hold a monthly marketing meeting with your associates to discuss strategy, status and to solicitmarketing ideas.Join an association or organization related to your profession.Maintain a consultant card file for finding designers, writers and other marketing professionals.

MEDIA RELATIONS

Update your media list often so that press releases are sent to the right media outlet and person.Write a real estate column for the local newspaper, local business journal or trade publication.

Send timely and newsworthy press releases as often as needed.Publicize your 25th client of the year (or other notable milestone).Create an annual award and publicize it as an outstanding employee of the year.Get public relations and media training or read up on it.Appear on a radio or TV real estate talk show.Write a letter to the editor of your local newspaper or to a real estate magazine editor.Get a publicity photo taken and enclose with press releases.Consistently review newspapers and magazines for possible PR opportunities.Submit " real estate tips" articles to newsletters and newspapers.Conduct industry research and develop a press release or article to announce an important discoveryin your field.

Create a press kit and keep its contents current.


6/82

5

CUSTOMER SERVICE AND CUSTOMER RELATIONS

Ask your clients to come back again.Return phone calls promptly.Set up a fax-on-demand or email system to easily respond to customer inquiries.

Use an answering machine or voice mail system to catch after-hours phone calls. Include basicinformation in your outgoing message such a business hours, location, etc.Take clients out to a ball game, a show or another special event just send them two tickets with anote.Hold a real estate seminar at your office for clients and prospects.Send hand-written thank-you notes.Send birthday cards and appropriate seasonal greetings.Photocopy interesting articles and send them to clients and prospects with a hand-written "FYI" noteand your business card.Send a book of interest or other appropriate business gift to a client with a handwritten note.

NETWORKING AND WORD OF MOUTH

Join a Chamber of Commerce or other organization.Join or organize a breakfast club with other professionals (not in your field) to discuss business andnetwork referrals.Mail a brochure to members of organizations to which you belong.Serve on a city board or commission.Host a holiday party.Send letters to attendees after you attend a conference.Join a community email list on the Internet.

ADVERTISING

Advertise during peak seasons for your business.Get a memorable phone number, such as "1-800-WIDGETS."Obtain a memorable URL and email address and include them on all marketing materials.Provide Rolodex cards or phone stickers pre-printed with your business contact information.Promote your business jointly with other professionals via cooperative direct mail.Advertise in a real estate directory or in the Yellow Pages.Write an ad in another language to reach a non-English-speaking market. Place the ad in a publication

that market reads, such as a Hispanic newspaper.Distribute advertising specialty products such as pens, mouse pads or mugs.Mail "bumps," photos, samples and other innovative items to your prospect list. (A bump is simplyanything that makes the mailing envelope bulge and makes the recipient curious about whats in theenvelope!)Create a direct mail list of "hot prospects."Consider non-traditional tactics such as bus backs, billboards and popular Web sites.Project a message on the sidewalk in front of your place of business using a light directed throughwords etched in a glass window.Consider placing ads in your newspapers classified section.Consider a vanity automobile tag with your company name.

Create a friendly bumper sticker for your car.Code your ads and keep records of results.Improve your building signage and directional signs inside and out.


7/82

6

Sponsor and promote a contest or sweepstakes.

SPECIAL EVENTS AND OUTREACH

Sponsor or host a special event or open house at your business location in cooperation with a localnon-profit organization, such as a women's business center. Describe how the organization helpedyou.Give a speech or volunteer for a career day at a high school.Teach a class or seminar at a local college or adult education center.Sponsor an "Adopt-a-Road" area in your community to keep roads litter-free. People that pass by thearea will see your name on the sign announcing your sponsorship.Volunteer your time to a charity or non-profit organization.Donate your services to a charity auction.Appear on a panel at a professional seminar.Write a "How To" pamphlet or article for publishing.

Produce and distribute an educational CD-ROM, audio or video tape.

SALES IDEAS

Start every day with two cold calls.Read newspapers, business journals and real estate publications for new business openings and forpersonnel appointment and promotion announcements made by companies. Send your businessliterature to appropriate individuals and firms.Give your sales literature to your lawyer, accountant, printer, banker, temp agency, office supplysalesperson, advertising agency, etc. (Expand your sales force for free!)

Put your fax number on order forms for easy submission.Follow up on your direct mailings, email messages and broadcast faxes with a friendly telephone call.Try using the broadcast fax or email delivery methods instead of direct mail. (Broadcast fax and emailallows you to send the same message to many locations at once.)Reduce response/turnaround time.Call and/or send mail to former clients to try to reactivate them.


8/82

7

25 Steps to Kick Start your Real Estate Businessby Terri Murphy

New agent or real estate veteran ? You've got a TON to learn, two TONS of

information at your disposal, and you are feeling a little confused about which

steps will bring you PROFIT and productivity. In a slump ? It's time to embrace

the new way to produce money.

The old paradigm is to increase productivity to drive profit. Today's model is just

the opposite. It's time to learn how to run your business like a business, and show

a real profit for the investment of your time and earnings.

Here is a blueprint to kick start your career in real estate, or infuse a few new

ideas if you are experiencing a slump or would just like to have more money left

at the end of each transaction.

A good place to begin:

Begin by laying out your week spreadsheet to plug in the activities that are necessary to producemoneymaking activities that are viable in the next 21 days. The only way you will insure doing theactivity is if it is actually SCHEDULED. Remember to schedule prospecting time, calling, private

time, and time off. The power is in executing your plan and staying on target. Real estate offers manyopportunities to be busy and work.and not necessarily in the profit zone So here we go:

STEP #1

- Identify an area you would like to specialize in and brand yourself to. It can be a geographical areaof homes where you live, or a group of people (new buyers, seniors, VA/FHA-Governmentwaterfront properties, commercial, etc.) Choose a group with a minimum of 250 people so you canbulk mail and will have enough of a group to expect turnover or activity.

STEP #2

- Do your homework and KNOW your farm area(s) COLD. Study what properties have sold, for howmuch and their respective locations. Check out by driving through the area to see if there are anyhomes for sale by owners. Check the tax records for recent private sales that went through without theMLS. Take a few photos of the neighborhood entrance to include in your buyer book prepared forprospective buyers coming in to the area. Include photos of the park, nearby schools, shopping,churches, etc. Put together the floor plans of the homes in your area when possible. Check out allproperties listed in your farm and adjacent areas to become familiar with the pricing, condition,market time, etc. Make a few preview appointments for properties listed with other real estate

companies or by owners in the area. Don't miss recent expired properties either. Call and see if thehomeowner is still interested in selling and ask permission to preview in the event that you have aninterested party.


9/82

8

STEP #3

- Produce a 1-page newsletter branding your own name with your company to begin branding you. Ifyou don't have your own stationery use your company letterhead with a unique selling propositionlike your own logo, slogan and your photo. Show all the active, pending and recently sold propertiesin the area. Incorporate the SAME STYLE/COLORS etc. every time you mail, and mail regularly toimmediately build branding and identification Incorporate a short note that is friendly and to thepoint. State that you specialize in the area and listed are the latest updates for information. Let theprospect know the particular models if available. Don't put the sold price down until the property hasactually sold. BE SURE TO PLUG IN AN URGENCY note like:"We'll sell your property FAST and for MORE MONEY"And "GET MORE INFONo HasslesNo Obligation!

STEP # 4

- Use Technology Tools for 24-hour service and information. Get software like SOAR eMLS, or anMLS automatic search and match system to update the "not quite ready to buy or sell prospect.Incorporate the services of an interactive voice response system like Proquest to maximize yourprospecting. Include the IVR phone numbers on all brochures, ads and direct mail. It will take anautomated system to deliver information on demand with the newly empowered Internet consumer.

STEP #5

- Invite traffic to your website. Incorporate your website address with email on all marketingmaterials to drive traffic to your site. Be sure there is something for the prospect when they get there.Offer, community information, school reports, etc. Be sure the information is refreshed and updated.Be consistent and deliver or send mail, etc. every 10-15 days depending on the speed of your market.Everyone is always interested in property valuesbut generally in their area or neighborhood Stopoffering a "FREE Market Analysis" and begin giving value to your services by offering privateproperty consultations with no obligations. If your business is real estate, the name of the game islistings, yours and others. Be smart about framing in sites that offer a full spectrum of web portalsfeaturing homes for sale.

STEP #6

- Get a website that has a back end work station to help you prospect electronically.

STEP #7

- Set up an open house in the area. If you don't have your own listing, offer to sit property for anagent in your office or a by owner in the area. Pass out invitations to each home within theprospective home. Introduce yourself to the neighborhood, and create a distinction in who you are and

your services by developing a "USA*". It is not necessary to run a 3 or 4 hour open. Think about


10/82

9

running several open houses for an hour or less to maximize exposure on a given day. Use plenty ofsigning, and be sure the open house is advertised prior to the event.

STEP #8- Develop a *"Unique Selling Advantage"(USA) to identify you and not just someone else in yourcompany. Identify yourself with your own specialized flags, open house signs with your photo or ateam logo. Follow up with thank you notes with the same branding identification and with a report onthe great comments visitors gave to the neighborhood. Advertise the open house and include the smallad in the invitations to neighbors. This lets the neighbors know you have invested money inadvertising the open house. Run the opens on a regular basis until you BRAND yourself as the areaspecialist. Make sure your photo or logo (USA) is EVERYWHERE when possible, open house signs,flyers, brochures, for sale signs, balloons, etc.

STEP #9

- Call that neighborhood and ask if they know of anyone that wants to be their neighbor. If they don't,ask if they are planning to move in the near future. Then offer the services of your MLS system toupdate them on their own neighborhood activity. Another script is to ask them what they like abouttheir neighborhood specifically, as you will be including this information in a new neighborhoodreport you will have available on your website and in the buyer package you prepare for each newbuyer coming into the area. Ask their permission to use their positive comments on your website. Askif they are interested in a photo of the family with that testimonial for upcoming ads or flyers for thearea to be used in your next newsletter or buyer book.

STEP #10

- Ask during your calls if there is a need or a want for a neighborhood directory. This can be done inhard copy or put on the web for access, although a hard copy is a great tool to have. Check outsamples of other directories that may have been produced in your area. Find sponsors to defray thecosts of printing, like landscapers, painters, contractors, handyman, etc

STEP #11

- See if the homeowners association is interested in a Neighborhood Newsletter - Use the sametemplate every mailing. Offer to make it accessible on your website for downloading or offer to printit for the neighborhood. Get the cooperation of a local lender to help defray costs. Include localinformation, neighborhood activities, etc. special events, etc. and keep it current.

STEP #12

- Develop a pre-listing packet of information that is geared towards your area. Include lots of photosor 1-pagers on recent homes with details. Take extra photos of area properties when touring othercompanies listings so you can be real accurate at a listing presentation when you present comparable

information in your chosen area. Include information on the homeowners association, park schedules,and special seasonal events.


11/82

10

STEP #13

- When listing a home in your targeted area, include a premium or gift when delivering the pre-listingpackage. See if you can use something that brands you or your area, like apples in Washington state,TastyKakes in Philly, cookies, jellybeans, etc. BRAND the gift with your personal logo, colors, etc.

so the customer KNOWS it is from you and not your company.

STEP#14

- Develop a quarterly or semi-annual benefit for the area. Establish a "Coats for the Cold", "Toys forTots" - Food Pantry Drive. Use your newsletter and calling campaign to make the neighborhoodaware of the charity program you are spearheading.

STEP #15

- Do a 5-a-day plan. Call 5 contacts daily 5 days a week. Use your own database first, and then shiftto a top producer's past client list (get permission, of course). Make the script short and to the point.Introduce yourself, the team, update their personal information, and tell them about a particulardrive/charity/event. Ask, ask, ask. Are they moving, do they know of a family that might want to bein the neighborhood, is there a problem in the neighborhood they might like to get help with (stoplights, park lighting, etc.) Collect personal information like birthdays, interests, and pet info for futuredata mining resources. At the end of the year, depending on the size of your database, you will havecontacted every person at least twice.

STEP #16

- Don't miss weekly TOUR or CARAVAN of homes in your AREA. In order to build yourknowledge base, you want to become familiar with each property in the area, so you can truly be theNeighborhood Specialist. As you build listings and sales in the area, you can honestly CLAIM thespecialization. Knowledge is power.

STEP #17

- Be proactive - Any opportunity to promote yourself in an area with BRANDING to you and not thecompany is advantageous - Sponsor the whole Little League or Soccer Team and have T-Shirts with

your logo/brand and the Company name. Run the concession stand - Sponsor a victory party/picnicevent. Print the local team schedule with your photo/logo and pass it out at the games, and make itavailable at the concession stand. BE SURE YOUR EMAIL AND WEB ADDRESS IS ONEVERYTHING. Have a link to the league information on your website. Be seen, get known.

STEP #18

- Set up an annual calendar of events for your farm. Spring cleanup competition, summer block party,Fall Tea, Holiday Cookie Exchange, Charity Drive, Garage Sale Extravaganza. Offer to include theinfo in your ads, newsletters. Supply the signs for the Garage Sales, etc. Other successful events by

top producers include renting an ice-cream truck in the summer and giving away free ice cream.


12/82

11

STEP #19

- Be smart about using Agent Productivity Software to keep track of your database. Take advantageof the system's letter writing information and implement the different letters. Use Agent ProductivitySoftware like TopProducer or Online Agent which includes full for sale by owner letters, expired

programs, etc.

STEP #20

- Work Expired listings with a new twist. Go back 2-3 years in your MLS and pull expired listings.Cross check that they are not currently listed or just recently sold. Call and ask if the owner isconsidering listing again or if it has been sold. Get infoget leads.

STEP #21

- Implement the 7-day follow up after a closing. Even if the buyer or seller was the other agent's inyour transaction, follow up with a call and ask how everything is in the property. This is theopportunity for the new homeowner to tell you if there are any problems, and your opportunity tohelp by sending over a handyman for 2 free hours, etc. The new owner will be impressed that you didfollow up, and you get another chance to service the client or customer, even if they are not directlyyours. As the new neighbors introduce themselves tell them you are always looking to service the realestate needs of the neighborhood and to contact you if someone is interested in moving.

STEP #22

- Consider doing direct mail when other agencies are not. Avoid the rush at traditional holidays.Stand out and do Christmas in July, Ground Hog Day. Mail 10 months out of the year skipping theheavy year-end holiday time, and the low activity during the vacation time in the summer. Only useannual calendars if they brand or your specific group, as many businesses besides real estate send outcalendars, an expensive item to buy, personalize and mail.

STEP #23

- Hire an Assistant. By this time, you will have spent quality time listing, selling negotiating andprospecting. Consider hiring a part time person to handle those activities that are important, but not

direct moneymaking, business activities. Even 10 hours a week to follow up on feedback, print ordeliver letters, etc. can help free you up for personal time for yourself or with family. Be sure toschedule your time off to recharge your batteries and re-focus your attention on your real goals...tolive a great life and maximize your time and efforts.

STEP #24

- Get a personal coach - Jump start the process by finding a personal coach that fits your budget,needs and goals. Some coaches offer full implementation systems with regular accountability. Othersoffer motivation and accountability.


13/82

12

STEP #25

- Develop a wealth building plan: Invest every year or 2 years in real estate investment - take 35%off the top of each check and put it away for taxes and savings Develop a budget you can live on andstart building a wealth plan to create true financial independence.

-----------------------Terri Murphy is a nationally known speaker, author and practicing real estate broker. During her 21 years as a real estateprofessional she has consistently listed and sold over 100 homes per year while working with education partners such asISucceed a subsidiary of University.com, and the Coaching Institute. Her two books Listing and Selling Secrets: How to Become A Million $ Producer, and Terri Murphy's E-Listing And E-Selling Secrets For The Technology Clueless,Dearborn, are both real estate best-sellers. You may email Terri at [email protected]. - www.TerriMurphy.com


14/82

13

Real Estate Advertising 101 - Choosing The RightMedium

Your choice of media depends on why you are advertising. Simple logic will guide

you in many cases, but read through the following information to expand your

knowledge on the strengths and weaknesses of the various media. Media selection

and placement is the full-time occupation of many people in large companies and

advertising agencies. If you're embarking on an extensive advertising campaign,

you might consider consulting a media placement expert.

BASIC STRATEGY COMES FIRST

Choosing the best media for your advertising depends on four factors:

YOUR OBJECTIVE

What you want the advertising to accomplish and by when? Knowing what you want to accomplish is

critical. It's not information to "just sorta have in your head."

Your advertising objectives should be clear and written. Writing them down forces you to be specific!These objectives should be part of your promotion plan. Most importantly, your advertisingobjectives should be something that advertising can accomplish. That may sound strange, butadvertising can accomplish some things better than others. Advertising can accomplish a shift inperception or create awareness, butaside from specific adaptations of advertisingadvertising alonecan't create a sale! Many inexperienced advertisers think that Advertising = Sales, but that's anadvertising myth.

YOUR TARGET AUDIENCE

- Who and where are the people you want your message to reach? Take time to carefully define youraudience. Certain media will have stronger appeal to some groups than others. Narrowing down youraudience will help you make wise and cost-efficient media choices. For example, a real estate agentfocused on golf properties might advertise in golf magazines or newsletters. Additionally, thisbusiness owner may look for special ad placements, such as placing an ad in a special, one-timefeature section on golf communities published by the local newspaper.

Some real estate professionals think it's a shrewd move to keep the audience definition broad. Theylaugh and say, "Well, I'll sell to anyone who has the money; that's who my audience is!" To reach all

people, an advertiser would have to buy virtually all mediawho can afford that? Even advertisinggiants like Coca-Cola and McDonald's target their advertising so they don't waste money.


15/82

14

YOUR MESSAGE AND FREQUENCY

- Whatdo you want to say and how often do you need to say it? The media you choose should carryyour message effectively. Again, some simple logic will apply. If you have lots of information, don'tchoose a 30-second radio spot. If you need to show your product in action, don't choose any printmedium. If you need a message repeated with high frequency, for example "Sale ends in two days,"you would not choose a weekly magazine where you would get one exposure, but you might chooseradio where your ad could run periodically day and night.

YOUR BUDGET

- It almost goes without saying, but your budget is probably the single most influential factor in your

advertising plan. It might make all the sense in the world to place a TV ad or a full-coloradvertisement in a prominent magazinebut you must be able to afford it! Your budget should beestablished and written out, too! The advertising budget is part of your marketing plan budget.Buying just one TV spot is not an effective purchase since research shows that buyers need to beexposed to an ad several times before they take action on a message.

But dollars alone should not be the deciding factor! If you could afford 16 spots on one radio station,10 on another or one half-page newspaper ad, you would not automatically opt for the 16impressions. It's not that simple! You would also want to consider who listens or reads each medium,the timing of each medium, and the suitability of each choice for the message you want delivered,too.

Now You're Strategizing! If you've read all the above, you've just had a mini-course in a part ofmarketing that the "Big Guys" callcreative strategy. Congratulations! Now you know the basics andsome of the terminology as well. Let's move on to information about specific media.

MEDIA ADVANTAGES AND DISADVANTAGES

Definition: Advertising is paid, non-personal communication delivered through mass media.Media is part of the very definition of advertising. Advertising is a method of communication that is"paid" for and "non-personal." The message is delivered through mass mediaas opposed to face-to-

face, or voice-to-voice. So, the medium you choose for carrying your message is critical to thesuccess of your advertising!The following information will help you make good choices. But, always remember: You shouldconsider each ad message or ad campaign separately. Just because a medium makes sense for onemessage does not mean it is the best medium for you all the time.What you'll see is a list of things to consider when choosing your advertising medium. Remember,there is really no right or wrong medium. It depends on your message, your target audience, yourobjectives and your budget.

NEWSPAPER ADVANTAGES


16/82

15

Newspapers are still the number one media for local advertisers in terms of where advertising dollarsare spent.Daily newspapers reach a diverse (or broad) audience.The audience is locally or regionally concentrated.Consumers often look for ads in newspapers, so their mood may already be more receptive to your

message.Newspapers deliver timelymessages because they have an established, regular publishing schedulesuch as daily, weekly or monthly. This allows you to tailor your message to current events, such asweekend entertainment or April tax time.The immediacy of a daily newspaper's news will cause readers to pick it up within a predictable timeframe (i.e. Tuesday's paper is usually read on Tuesday) so advertisers know when readers receivetheir messages.Copy space is unlimitedin newspapers. You can write long explanatory copy or a few bulleted lines.Of course, longer, bigger ads cost more.Technology is improving newspapers' capabilities to create clear photos, better colors and to use newtechniques such as scented inks. (See "Reproduction of Photos" below, though.)

Readers are actively involvedin reading the paper. The fact that they must hold it and turn the pagesproduces a higher level of attention.

NEWSPAPER DISADVANTAGES

Limits specific audience targeting. You may only want to reach bike owners, but you'll pay to reachthe newspaper's entire audience. However, some papers offer "zone advertising" which allows you torun an ad that is seen only in part of the coverage area. For example, you could place an ad for yourpizza delivery service in the "Northwest News" insert section delivered only with the newspapers inthe northwest part of the city or newspaper coverage region.

Reproduction of photos has long been considered a disadvantage to using newspaper as an advertisingmedium, although technology has allowed great improvements. The problem is created becausenewspapers must use inexpensive paper to keep their costs down. After all, no one wants to pay $2.95for a daily newspaper! However, inexpensive paper does not hold ink as well as higher grades ofpaper and that affects the clarity of pictures.

Many advertisers consider newspapers the best medium for local reach. This can create heavycompetition inside the paper for local businesses. You may hear this referred to as "clutter."Newspapers are not popular with all age groups. Their strength seems to lie with the aging BabyBoomers. Many newspapers are starting pages and sections designed for young adults, teens and kids,but the effectiveness of these efforts in terms of advertising draw is still not proven.Newspapers are static and two-dimensional. Electronic newspapers may change thisin the future.

MAGAZINE ADVANTAGES

Great color and photo reproduction are possible in magazines that are printed on slick or high-gradepaper.Selecting a targeted audience can be easy. Guess who reads Golf Pro, Old House Restoration, TeenRomance, US News and World Report and Bikers' World? Furthermore, some magazines haveimages of their own. They might be considered an authority in their subject area or prestigious, hip,reliable, etc. and this image can "rub off" on advertisers' messages.Magazines have quite a range oflayout flexibility. Ads can contain color or fragrance samples. They

can have moving pieces, pop-ups, or carry microchips for sound. Photos can bleed off the page or


17/82

16

fold out to larger sizes. This provides advertisers with many options for creating attention-grabbingads.Magazines have a long life span. People often save magazines to read at a more leisurely time. Whena magazine is read over the weekend or on vacation, the ad is still there and the reader may be in areceptive, rather than rushed, mood.

MAGAZINE DISADVANTAGES

Because most magazines are printed on slick paper that makes for excellent reproduction, the costsare higherto the consumer and to the advertiser.The timing of reader exposure to your ad is less predictable. Most magazines carry more featuresthan hard or breaking news, so reading can be delayed, and some ads could go out of date before theyare seen.

Deadlines for placing advertising art are one month or more before publication. This means anadvertiser must begin work on an ad long before it will be seen by the target audience. This often

precludes small advertisers who leave advertising planning to the last minute from using thismedium.

INTERNET ADVERTISING

There are two primary ways to advertise on the Internet:Register your Web site with major search engines so Internet visitors can find you.Place an "ad banner" or textual link to your site on another Web site that has a lot of traffic (viewers).Ad/text banners allow viewers to link to your site when they click on the banner.

INTERNET ADVERTISING ADVANTAGES

Relatively cost-effective. The costs can also be independent of the size of the audience. For example, aWeb presence will cost the same regardless of how many viewers your site has. (You will, however,need to make sure your Internet Service Provider can handle the volume of viewers you anticipatehaving.)Advertisers can target specific types of viewers by positioning an ad banner on related Web sites. Forexample, if you're targeting people seeking information on a specific topic, you can purchase ad spaceon Web pages that are related to this category in the major search engines (Yahoo, AOL.com,Google.com, etc.). So, an real estate agent selling through vacation properties in Rocky Mountains

might advertise through the " vacation properties " or " Rocky Mountains real estate" category. Theindexing structure of these sites allows you to target your audience by geographic location and relatedinterest area.

Messages can be timely because editing the content is often easy and instantaneous. Ads on the Internet can be interactive. You can request viewer feedback, take orders or answerquestions instantly.Ad banners can run with as much frequency as you choose. The Internet is constantly available!Internet advertisers can potentially reach a global audience. Aside from language barriers, anyone atany location in the world can access information about your products or services.

INTERNET ADVERTISING DISADVANTAGES


18/82

17

Internet advertising should not be approached in a vacuum. Instead, it should be one component of acomprehensive Internet marketing strategy.Although the popularity of the Internet is rising remarkably, it is difficult to gage the impact ofadvertising on the Internet.The range of costs to advertise on the Internet can vary greatly. It is best to compare a number of

highly-frequented local websites to determine the best way to spend your advertising dollars.

DIRECT MAIL ADVANTAGES

Allows you to target your message to a very specific audience. Pick one street of houses or allresidents of a city. Target college freshmen or just college freshmen at one college who own a car.Mail to all of your customers or just to those who spend an average of $25 per visit to your store. Thepossibilities are as endless as your mailing lists accuracy allows.This is a relatively expensive medium. However, if you are able to focus on only high-probabilitypurchasers, cost effectiveness can be good.

Direct mail messages can be personalizedto add reader appeal.You can evaluate its effectiveness. If you compare the number of responses to the number of piecesmailed, you can calculate the response rate. If you include coded coupons or response cards you cankeep track ofexactly who responded and from where.Mail readers are actively involved. People read their mail when they choose. So, for at least second ortwo, your message will have their undivided attention while they open and scan it.

DIRECT MAIL DISADVANTAGES

Many people don't like unsolicited offers and many are skeptical of their validity.

Increasingly, busy people don't even open what they view as "junk mail."Using this method of advertising requires thorough maintenance of mail lists. Many advertisers donot like to bother with updating mail lists. With outdated lists, however, mail goes to undeliverableaddresses and wastes your money. Another possible glitch: Mail may contain out of date messages,spell names wrong, or address a person who has died and these kinds oferrors annoy, or worse yetoffend, the recipient.Some groups are concerned about the environmental impact of resources used for advertisingmailings.This is a relatively expensive medium.

RADIO ADVANTAGES

Radio messages are mobile. They can be heard at work, on the beach, in the shower, in the dentist'schair or even while shopping in your store.Radio is an intrusive medium. A listener does not have to be actively involved in getting yourmessage to hear it.Radio allows for target selectionbased on:Geography - listeners will be in a concentrated area defined by the station's signal,Time of day - the audience will change between morning drive, midday and overnight programming.Format - different audiences can be reached by choosing different formats such as talk radio,alternative rock, blues rock, classical, easy listening, etc.


19/82

18

Depending on availability, it's often possible to get an ad on a station on short notice. This allowsadvertisers to react to sudden developments, such as a retailer selling fans reacting to a heat wave or acompetitor's special offer.Your message can run with as much frequency as you choose (or the station's format allows). Forexample, you could run an ad once a day for a year or twice an hour for a day.

Radio is mostly local in its appeal. You can tie your message into local events, weather, or locationsto heighten the relevance of your message to the listener.Your radio ad has a voice. It can be friendly, serious, sad, childish, macho, humorouswhatever suitsyour message. Above all, the voice can be conversational, a quality that makes it very easy to listen toand understand.Radio time is relatively cost-efficientto purchase.

Radio ad production is fairly simple. Send a finished spot, a script or a fact sheet to the station andthey will take it from there. Many will create the spot you want to run on their station for free.

RADIO DISADVANTAGESRadio has no visuals. Don't use it to talk about a product that a listener may not already understand.Some ads use "the theater of the mind" very effectively to create pictures in a listener's head (likewhen you hear a pop can open and someone drink). Be careful, though. This type of ad should bedone well and may call for a professional writeran extra expense that is well worth it in the long run.Some radio audiences may be "fragmented." For example, if there are four stations in the market thatappeal to women 25-49 years old, then an advertiser may have to buy all four to effectively reach thatgroup. This can be cost prohibitive.

Air"clutter" is a problem. Your ad may be first, second, sixth or tenth in a commercial break. Thiscan detract from the attention level.There is no hard copy. Your ad airs and then it's gone. If a listener missed an important piece of

information, like a phone number, there is no way to know when it will be on again. (There arewriting tips and placement plans you can use to minimize this problem.)Station-produced ads use station talent. It's free and that's good, but you run the risk of the adsounding very similar to other ads produced by the station and also to the DJ's regular on-airconversation. This sameness can detract from the listener's attention level.

BROADCAST TV ADVANTAGES

Broadcast TV is "free TV" transmitted over the air and is most commonly associated with large TVnetworks such as ABC, NBC, CBS and Fox.

TV offers your message sight, sound, motion, color and all the special effects you can afford. It is apowerful medium with sensual impact.TV ads are intrusive in nature. The viewer does not have to be actively involved to receive yourmessage.TV allows for target selectionbased on:Geography - Where the signal reaches. (Don't forget to check if the station is carried elsewhere oncable TV.)Time of day - Different target audiences watch TV at different times.Program - Certain programs or kinds of programming will appeal to certain groups. Observe the adscarried by a particular show. You can make some assumptions about who is watching, but forcertainty about where and when to place your ad, seek the help of a media buyer or a TV rep.

Network - Some networks, like Nickelodeon or ESPN, have identifiable audiences that may matchyour target audience.


20/82

19

TV still has a certainprestige or glamour that can enhance your message. Some consider it "the bigleague" of advertising. You know, think of someone who saw her neighborhood grocer in a TV spotthey'll often tell others (and the grocer) "I saw Jackie on TV!"TV is costly, but because it may be targeted, it may be quite cost-effective.TV ads can engage the viewer's emotions and empathy. You can see joy or hurt in someone's eyes,

your can hear a voice tinged with the pain of a headache or the pride of a new parent, you can watchin amazementor in disbeliefas a product is demonstrated.

Most TV is viewed at home. People feel safe at home and they aren't exposed to what others think. Ifthey've been worried about aches and you have a message about how to cure them, you've got alistener and, hopefully, a customer.Because of all the above, TV advertising is especially effective in helping to create an image for aproduct or company.

BROADCAST TV DISADVANTAGES

To advertise on TV, you must produce a spot or pay to use one produced by someone else.Production fees on top of the cost of air time makes TV spots cost prohibitive to many advertisers.TV seems complicated to small advertisers. If you think it is the right medium for your message, don'tbe put off by what you don't knowcall a station or an ad or production agency for help.

Messages get "zipped" as viewers click to other channels and "zapped" as viewers mute them or turnthem off.Viewers that have grown up with TV and big-screen special effects are somewhatskeptical, if notdownright cynical, about what they see. And they don't appreciate gimmicks.Although TV can be targeted by geography, time of day, programs and networks, it is still a broadcastmedium with a broad, non-targeted reach. Cable is considered "narrowcast" and is a good, viablemedium for reaching specific groups.

Audiences are more fragmentedthan ever as the number of channels increases, not to mentionalternative uses for TV sets like video games, computer hook-ups and movie rentals. The days of anymessage reaching 40 percent or even 30 percent of the viewing audience on one network at one timeare past. ("Fragmented" is explained above in "Radio Disadvantages.")Commercial breaks in programming are becoming more "cluttered." Your spot may be first, third orseventh in the lineup. The viewer's attention level can be affected.Because TV is still considered by many to be "big league" advertising, small advertisers run the riskof looking amateurish next to a national advertiser with a slickly produced spot. There is some meritto looking like a friendly, small or local advertiser, but don't accept sloppy production in order to cutcosts. No amount of savings is worth the damage you can do to the customer's perception of yourbusiness or product.

Buying TV time is fairly complicated. The help of an expert adds to your costs, but may cut yourlosses, too.

CABLE TV ADVANTAGES

You can buy time on programs that have very specific audiences. For example, you might buy onto ashow that is about caring for infants to reach young mothers, or you might buy onto a show aboutsewing, wallpapering, landscaping, auto repair, local musicians, book reviews, etc. and reach a moreclearly defined audience than if you bought time on a network show with bigger ratings and a higherprice tag.

The cost is lowerthan broadcast TV because you are reaching a smaller audience.Production costs may be more affordable.


21/82

20

You may find more innovative production people here. Often cable production teams hire youngwriters, producers and technicians who want experience and are eager to work with you. They areoften right out of school and right on top of new trends and techniques.Because cable only reaches into linked homes, you know who your message is reaching. These homesmay be concentrated locally. Superstations are different: They reach huge cable audiences and charge

accordingly.

CABLE TV DISADVANTAGES

Almost all the advantages of advertising on cable TV have a flip side disadvantage.Small reach.May have less experienced production crews.Reaching specific customers, but not reaching potential customers.Cable TV as a whole is drawing huge numbers of viewers, but because of the increasing numbers ofviewing choices, audiences can be very fragmented and viewers may stay with a program for a

shorter period of time. ("Fragmented" is explained above in "Radio Disadvantages.")

TRANSIT ADVERTISING ADVANTAGES

Transit advertising includes ads seen on buses, subway cars and entries, trains and taxis.Exposure to one ad can be long if ad is inside a transit vehicle.Frequency, the number of times a viewer is exposed to an ad, may be high if the viewer uses the samemethod of transportation repeatedly. For example, a person may ride the same subway to and fromwork 10 times a week.Ads on the exterior of buses and cabs are seen by large and diverse audiences. You can also say that

some of the audience is captive, too, if you consider the number of drivers stuck behind a bus or thenumber of walkers waiting for a stopped bus to move past.The ad message can be timely because often the person riding mass transit is on the way to shop, eator visit an entertainment outlet.Ads can be geographically targetedbecause you know the people are all in a certain area at a certaintime.Ads can be somewhat lifestyle targeted, too. Some transportation travels through very distinctiveneighborhoods.This method of advertising tends to be quite inexpensive in both absolute and relative terms.

TRANSIT ADVERTISING DISADVANTAGES

Your ad design is usually limitedto the size of frames or holders you ad will be placed in.People on mass transit are often not in a receptive moodor they may be so used to ads appearing incertain spaces that they don't even see them.Transit ads are hard to target. Your ad reaches a lot of people, but many are not even potentialcustomers.You may not have mass transit in your advertising area. For example, many cities and towns don'thave subways or bus service.Subways, buses or other mass transit environments may not suit the product image.The surroundings may detract from your message. A mud-splashed bus, a graffiti-sprayed subway car

or a crumbling subway entrance wall may not be the showcase you had in mind!


22/82

21

OUTDOOR/BILLBOARD ADVERTISING ADVANTAGESBig, splashy messages attract attention. Using this medium you mustbe short and to the point!Your ad has impact. Technology is allowing for more and more innovations like talking, moving,smoking, changing and twinkling billboards. Hot air balloons, blow-ups, flags, banners and other eye-

catching devices are an option, too. You can even hire "rolling billboards" on the back of a truck thatdrives a route you choose to make sure your billboard is seen by the right audience numerous times.Your ad reaches lots of people, many of whom see it repeatedly as they travel regular routes.


23/82

22

13 Real Estate Marketing Mistakes to Avoid !-by Joe Gracia

To be successful and profitable, you must START using the most effective real

estate marketing strategies possible. Less obvious, is the fact that you must also

STOP using the most ineffective, money-wasting marketing strategies. I call them

The 13 Fatal Marketing Mistakes. While this list doesnt cover all of the possible

real estate marketing mistakes, it does describe some of the most expensive,

destructive and most common made by many real estate agents. Its relatively

easy to produce profitable results with a well-planned, tested and proven

marketing strategy. However, its even easier to lose thousands of dollars by

making any of the following 13 Real Estate Marketing Mistakes.

1. TRYING TO GENERATE SALES WITH THE ONE-STEP MARKETING STRATEGY

This is the most basic marketing strategy used by most real estate agents today. Its everywhere. Itconsists of an ad, flyer or other marketing device that simply announces the real estate agent nameand agency, possibly lists a few basic features of services and ends with an address and phone

number. The prospect is now expected to respond to this type of marketing piece by immediatelypurchasing.Unless you are offering an extremely high-demand, hard-to-get product/service (an original VanGogh painting, Super bowl tickets, etc.) this marketing strategy almost always results in little or noresponse. This strategy totally disregards the psychological buying sequence of consumers. It's verymuch like walking up to a stranger at a party and asking Would you marry me? What do you think theresponse would be?

2. NOT KNOWING FOR SURE WHICH OF YOUR MARKETING EFFORTS ARE

PRODUCING RESULTS AND WHICH ARE BIG MONEY-WASTERS.

Even new real estate agents are investing in up to a dozen marketing devices at any given time. Notonly are we talking about traditional media, like newspaper or Yellow Page ads but many others thatmay not be as obvious.These marketing devices are either contributing to your business profit or destroying it. Most realestate agents dont have a clue as to which is which. If they did, they could easily guaranteeincreasing their profitable results by investing more in the winning devices and eliminating themoney-wasting losing devices.

3. EXPECTING YOUR PROSPECTS TO KNOW EXACTLY WHAT YOU WANT THEM TO

DO.


24/82

23

Never, never, never assume. Take a look at most real estate ads and youll see that the agents/brokersare almost always assuming that the reader/prospect will know exactly what they want them to dowithout telling them. At the bottom of the ad there will be a phone number and an address. Usuallynothing more. Ask one of these persons what they wanted the prospect to do after reading their ad andthey will most likely reply, Buy my product! Isnt it obvious??

The answer is a resounding No!

For one, there is rarely enough information in the typical marketing piece for a consumer to make animmediate buying decision. Therefore, that cant be the action expected from the consumer.Second, the marketing competition for the prospects consumer dollars is fierce. The prospect isusually exposed to dozens of ads for basically the same services. Obviously, he or she is not going totake action on every single ad.How do you insure that they will respond to your marketing piece and take the specific action youintended? Certainly, not by assuming that they will know or figure out what you want them to do. Inorder for a real estate agent to tell prospects exactly what action to take next, the real estate agentmust know what that action should be. Once you know the psychological buying sequence the nextexpected action becomes obvious.

4. EXPECTING YOUR PROSPECTS TO CALL FOR MORE INFORMATION.

Closely related to fatal mistake number 3, is the marketing piece that again simply announces thebusiness name, lists a few basic features of the product or service, ends with an address and phonenumber and then asks the prospect to Call for More Information.One of the last things a prospect wants, is to feel dumb. What information should they ask for? Doesthis mean that the real estate agent doesnt have a brochure or any other literature? Are they going tohave to take notes?? Will there be a test? The other thing no prospect wants is to feel pressured.

Whether its true or not, the average prospect assumes that theyll get a high-pressured sales pitch ifthey call. Most do not want to risk this pain. Therefore, the Call for More Information tag is almostalways ignored.While some prospects may not have a problem responding to this vague directive, the majority do. Ifyou doubt this try putting it at the bottom of your marketing pieces. Youll soon be convinced thatfew prospects, if any, respond to the Call for More Information fatal marketing mistake.

5. FOCUSING YOUR MARKETING EFFORTS ON YOU OR YOUR COMPANY.

It seems natural to tell your prospects about you and your company. Were proud of what we do and

how we do it and we assume that our prospects will be impressed and motivated to take action.Weve been in business for 16 years We are an award winning, cutting-edge agency We areequipped with the latest micro-techno, laser-guided, nuclear-activated widget-gizmosToo often these phrases evoke the following responses from prospects:

So what?Big deal.Who cares?

Please dont misunderstand. Im not saying that your marketing materials shouldnt includebackground information about you and your company and/or specifications about your

product/service. Im saying that this should be supportive information, not your primary marketingmessage.


25/82

24

Its a fatal marketing mistake to think that prospects care about the same things you care about. Theyrarely do. However, they do care deeply about something entirely different. Once you know what thatis, and you address it powerfully and clearly in your marketing, you will begin to draw prospects toyou like a magnet.

6. NOT TAKING ADVANTAGE OF THE MANY FREE OR LOW-COST BUT

PROFITABLE, MARKETING METHODS.

Ask the typical real estate professional what marketing is, and he/she will probably reply,Advertising. What kinds of advertising? Yellow Page ads, newspaper ads, magazine ads, radio ads,television ads, billboards, bus cards, Val-Pak mailings, etc. While all of these advertising devices cancertainly be apart of a successful marketing strategy, there are also dozens of low-cost and no-costmarketing methods a vailable to the small business marketer. By simply discovering and applyingthese simple low-cost, no-cost methods, you will be able to significantly stretch the effectiveness andprofitability of your marketing efforts.

7. COPYING THE MISTAKES OF YOUR COMPETITORS.

If everyone else is doing it, then it must be the right thing to do. Remember moms admonition, Ifeveryone was jumping off a bridge, would you want to jump too? Look at the local, small businessads in any newspaper and you will find the same basic format, same basic message, same basicstrategy (see Fatal Marketing Mistake No. 1) ;and the same basic results; little or no response.We feel safe in the crowd. Safe doing what everyone else is doing. We also assume that if it works forthem, it can work equally well for us.Unfortunately, a real estate agents success is rarely from one element in their marketing strategy.

Their success is the result of many diverse marketing elements; from their location, to their possiblelack of competition, to their personality and abundance or lack of marketing aggressiveness. But werarely take all of these strategic elements into consideration when copying our competitors.Copying a single marketing element from a competitor is like reaching into their pile of puzzle pieces,pulling out one piece and then trying to make it fit into your puzzle. It rarely works because yourmarketing puzzle is unique and each piece must fit perfectly with all of your other pieces.In addition, whatever success a competitor may be experiencing can often be from a few of their lessobvious or visible marketing methods. Often the highly visible element (ad, flyer, brochure, etc.) isone of the least effective. You end up copying the profit losers, rather than developing your ownprofit winners.

8. DIRECTING YOUR MARKETING TO EVERYONE BUT TO NO ONE IN PARTICULAR

Many real estate proffesionals have failed to determine who their best prospects are, where thoseprospects live or how to reach them effectively and efficiently. This is a critical first step in anysuccessful marketing strategy.By skipping this step, they resort to running vague and generic one-step ads in mass media, such aslocal newspapers, magazines, radio, television, cable, Val-pak mailings, Internet web sites, etc.Their hope is that by presenting their generic message about their business to the greatest number ofpeople, the result will be the highest number of sales. Wrong. Unfortunately for them, effectivemarketing doesnt work that way.


26/82

25

The fact is, in most cases only a small percentage of the readers/listeners/viewers of mass media willhave a need for services at any given time. Some real estate agents may have a hard time believingthis, but nevertheless, its true. Everyone does not need or want your services.By not targeting your marketing to your very best and logical prospects, you are wasting most of yourmarketing dollars on people who have little or no interest in your product or service.

If there are only 50 true prospects for your services out of 5,000 possible readers of a publication,why would you want to spend thousands of dollars presenting your message over and over to the9,900 non-prospects? Yet, this is the method most real estate sellers choose because they dont knowthat there is a much more cost-effective and profitable strategy.

9. WASTING YOUR MONEY ON IMAGE MARKETING

A major marketing mistake made by real estate agents is that they pour their marketing dollars intoimage marketing. Some of their marketing pieces may be clever, even humorous. That kind ofmarketing rarely asks prospects to take action. The result? Wasted marketing dollars vague ideas of

who saw the marketing pieces and frustration.Giant corporations like Pepsi or Nike are interested in name recognition and a specific image for theirbrands. Therefore, they spend millions of dollars on creative, often fun marketing pieces designed toimpress their target market with their image rather than to generate a direct or immediate sale.Obviously your image and name recognition are important to the success of your small business. Buteven more important are immediate and steadily growing sales.How can you determine if your marketing is primarily focused on image marketing? Your marketingpieces don't ask for immediate and specific action from your prospects. This money-wasting and salesdestroying marketing mistake is much more common than you may think.

10. GIVING UP ON YOUR PROSPECTS AFTER JUST ONE OR TWO FOLLOW-UPS

Effective marketers know that persistence and repetition are vital for success.The sale begins when the customer says no. But too many real estate agents spend a great deal oftime and money attracting prospects to their businesses and then either follow-up with them just once,or, as incredible as it may sound, never follow-up with them at all.Successful people in sales know that most of the sales are made after the seventh or eighth call. Feware made after just one follow-up call.Your prospects have many reasons for not buying from you immediately.They may not be ready to make a decision.They may have more pressing things on their minds.

They may not feel comfortable enough with you, or trust you enough to buy right now.They may have more questions about your services, that havent been answered.They may have information from you and 2-3 of your competitors and are trying to determine whichcompany would be their best choice.By following up repeatedly, you will have a dramatic advantage over your competitors, since few ofthem will follow up more than once. When your prospects are ready to buy, which could be one weekfrom now, or six months from now, you will have a better chance of getting the sale if you areuppermost in their minds. You can only do that by consistently following up.

11. CHANGING YOUR MARKETING STRATEGY FREQUENTLY


27/82

26

Henry Ford once told an ad executive from his advertising agency, Its time for you to come up witha new ad campaign. We've been using this one for too long and Im sure the public has to be bored todeath with it. Ford was reportedly miffed to hear, But sir, we havent even started running thiscampaign yet. The public has never seen it. Having seen the campaign presentations dozens of times,he was bored with it. He wanted to see something new and different.

You should never, never stop using something that is still working, because you, your employees oryour friends are bored with it. In successful and profitable marketing you should only be listening toyour customers since they vote with dollars rather than opinions.

12.EXPECTING WORD-OF-MOUTH REFERRALS TO COME YOUR WAY JUST BY

CHANCE

Word-of-mouth referrals are an extremely important element of any businesss marketing success.But most real estate agents are making a big marketing mistake by believing that those referrals willcome automatically.

Its true that if you provide good service, you will probably get some word-of-mouth referrals. But togenerate an abundance and highly profitable level of referrals takes more initiative and effort.Unless someone comes to us and specifically asks for our recommendation of a good dentist, doctor,veterinarian, insurance agent or auto alarm specialist we are probably not going to actively promotethese businesses to our friends and neighbors.How often in any given year are you asked to recommend a good dentist or auto alarm specialist? Thechances are not very often, if at all. Thats why expecting referrals to come to you just bychance, is a fatal marketing mistake.

THE MOST FATAL MISTAKE OF ALL

13. BASING YOUR MARKETING STRATEGY ON GUESSES, ASSUMPTIONS OR

ADVICE FROM FRIENDS, RELATIVES OR BUSINESS ASSOCIATES

Guessing at the elements of your marketing strategy is probably the worst way to invest yourmarketing budget. You are practically guaranteeing the same results you would achieve by guessingat the specific sequence of numbers needed to open a combination lock. Since each consecutive stepis linked to the success of the previous step, one wrong guess destroys your chances for success.Most people, including many real estate agents, mistakenly believe that marketing is more of an artthan a science. Those of the marketing is art point of view believe that anyones opinion concerningmarketing is just as valid as anyone elses. In reality, marketing is very much a science with specificprinciples, rules and quantifiable results. Because of this marketing is art philosophy, most of whatpeople believe about marketing is based on myths, not facts.Show ten people two ads and ask them to select the one they think is the better ad. Nine out of tenwill select the profit loser rather than the profit winner. Why? Because they are unaware of and dontrecognize the marketing principles and strategies that make a powerful marketing piece a profitwinner.So they base their opinion instead on such vague, subjective criteria as cleverness, cuteness, differentand artistic look, and the ads fun/pun appeal. These criteria rarely have anything to do with generatingmaximum response but they have everything to do with wasting your marketing investment and

destroying your potential sales.The best way to develop a successful and profitable marketing strategy is to use the knowledge,experience and skills of someone who has already discovered the marketing approaches that do work


28/82

27

as well as the approaches that dont work. These discoveries should always be based on measurableresults from objective tests never subjective opinions or assumptions.

Joe Gracia Visit Joe and Maria Gracias Web site, http://www.givetogetmarketing.com to receive a free Marketing Idea-Kit, plus hundreds of marketing tips and real-world marketing examples.


29/82


30/82

29

place it in your wallet. This lets them know they reside in a special place with you. "Skill withPeople" by Les Giblin is a book that expands on this approach. Make people feel important, in orderto make yourself important to them.

4. BE GENEROUS.

Give business cards out to everyone, including family and friends. Dont let vanity stop you fromgiving out your last business card or giving 2 at a time to each person. I have met many people whohave totally missed the purpose of a business card. I once asked a person for a second business card,so I could refer his services. His response was "I only have a few cards left and I need them", as helooked again at his name on the card. Hoarding your business cards only makes your wallet feel full,not your bank account.

5. ASK FOR REFERRALS.When giving a business card, people feel more comfortable when you ask; I would appreciate areferral, if you know anyone that could use my services. Dont make people feel like they are on thespot. This approach disarms people much better than asking them, is your company hiring? Peoplenaturally like to do favors for people. Saying could you do me a favor by referring my services tosomeone. This always places you in a better position with them. They will feel better about helpingyou. Give them 2 cards.

6. MAXIMIZE EVERY "PER CHANCE" MEETING.

You never know when you might meet someone who can help you. Family or friends social eventscould produce unexpected encounters with people. Dont discount those events. So youre going to abirthday party for your friends kid. You never know who you might meet. At a family holidaygathering last year, I met someone that has been instrumental in developing our business this year.Who would have thought this could happen by giving him a simple business card.

7. PLACE YOURSELF AT THE RIGHT PLACE AT THE RIGHT TIME.

Have you been to a job fair or business conference and been disappointed with the networkingresults? Turn the tables around. Consider volunteering to help out at the job fair or other types of

events. This puts you in a better strategic position for presenting your resume or business card.Company representatives might view you differently, if they know you are willing to go the extramile in helping them make their presence easier to manage. Get involved by visiting Eventme.com,TheLunchClub.net, Craigslist.com or view the calendar of events for JacobJavitsCenter.com to placeyourself in opportunities for giving out your business card. Volunteering for events has been a verysuccessful resource for my business partner and I to expanding our business. Zig Ziglar, one of themost successful sales trainers in the world says "if you help enough people get what they want in life,you will get what you want in life".

8. USE "IN YOUR FACE" FOLLOW UP.


31/82

30

Did you ever have a job interview or meeting with a recruiter, potential client or employer andwonder why they never called you back? Out of sight, out of mind is the operative phrase toremember. Todays economic climate dictates you might be competing with 20, 50, 100 or moreother people for the same position or contract. Its quite a task for people to keep track of eachindividual meeting. So its up to you to give a person a reason to call you back. Immediately after a

meeting snail mail a hand written note thanking the person for their time. Insert your business card.Now youre in the drivers seat in standing out from other people. If you get no response, do it again.Patience and persistence pays off.

9. USE PROMOTIONS TO PROMOTE YOU, INC.

Newspapers often have stories of people being promoted to high levels in different organizations?This is an opportunity for you. Consider getting some invitation size blank greeting cards. Use theInternets search capabilities to find out the address of the companys executive offices. Send the

blank invitation type card with a hand written note sincerely congratulating a person on theirpromotion. Insert your business card. For the cost of a 37-cent stamp, you have just made someonesday and may create an impression that makes a person feel compelled to respond back to you. Make ita habit to do this once a week. Remember 6 Degrees of Separation. You just never know . . . Peopleopen invitation type envelops faster than any others.

10. BRAND YOURSELF WITH A SLOGAN.

Print a slogan on your business card that answers the question Why should I hire you? Or "Whatmakes you different from everyone else?" A catchy phrase or slogan insures people ALWAYS

associate a company name with their product or services. People remember even after the commercialis over. Thats called branding. Companies pay big bucks to advertising agencies to come up withthese lasting slogans. Consider doing the exact same thing on your business card. This is yourinsurance people remember you, after you meet. Dont just put Hortence Smiley, Accountant on yourbusiness card. Add something like "Financial Services With Integrity". A slogan makes all thedifference between getting hired or not, because people will remember you long after a meeting.Happy trails networking . . .--------------

In addition to hosting WIIFM Success Radio, C.E. Reid advises small businesses on Internet Business-2-Businessopportunities. He has also helped many people successfully advance their careers and start businesses with 15 years as a

part time Business & Career Coach. His consulting clients have included IBM/Lotus, JPMChase and Citicorp, to name afewEmail: [email protected]: http://CoachingCompass.blogspot.com


32/82

31

Network marketing


33/82

32

Networking for Real Estate Professionals

It's Important!-by Sue and Chuck DeFiore

Networking opportunities are everywhere. Don't let them pass you by.

1. RECOGNIZE THAT THERE IS MORE TO NETWORKING THAN GREETING

PEOPLE.

Develop a step-by-step plan for how you'll build relationships and how you can effectively tell yourstory. Don't forget your 30 second commercial to tell your story.Networking opportunities are everywhere. Don't let them pass you by. 1. Recognize that there is more

to networking than greeting people. Develop a step-by-step plan for how you'll build relationshipsand how you can effectively tell your story. Don't forget your 30 second commercial to tell yourstory.

2. ZERO IN ON SPECIFIC GROUPS OF PEOPLE.

Who are the ideal prospects for your business? Do they live nearby? What activities do theyparticipate in? Try networking groups meetings.

3. DETERMINE WHERE YOU'LL BE MOST LIKELY TO FIND YOUR IDEAL

PROSPECTS.

Do they belong to specific organizations or associations? Do they frequent particular events,performances or recreational facilities? Again, for those of us in real estate industry, investors, buyersand sellers are just the beginning.

4. IDENTIFY ORGANIZATIONS, EVENTS, PROFESSIONAL GROUPS AND SOCIAL

CLUBS

whose members meet your profile characteristics, and get involved. Get to know people, and let themknow what you do. Volunteer for committees, attend conferences, and maximize opportunities thatmight spin off from the formal sessions. Give seminars, speeches, write articles. Become involvedand get your name out there.

5. WORK ON YOUR ABILITY TO MAKE SMALL TALK.

Have some prepared topics in mindcurrent events, sports, vacation plans. And be sure to ask open-ended questions of the other person like "What is it you enjoy most about your work, or where youlive or your free time?" Remember, too, that having a good conversation depends greatly on being an

active, courteous listener. Again, your thirty second commercial is a must. And let's emphasize againbeing a good and courteous listener.


34/82

33

6. EXPLORE ORGANIZATIONS DEDICATED TO BUSINESS NETWORKING.

Chambers of commerce, tenant associations and networking clubs offer opportunities for you to meetand greet. Look for the groups in your area. Many times your local paper has a certain day of theweek that lists all of these types of meetings. If you don't see it, call your paper and ask about it.

7. LOOK FOR PARTNERS.

Specifically, look for other businesses that complement what you do and might be a good source ofreferrals.

8. DON'T LOOK AT NETWORKING AS A REAL ESTATE SALES OPPORTUNITY.

Instead, look at it as a reconnaissance missiona chance for you to learn something and enjoy thescenery. There is a proper time and place for sales calls. This is a very important point. Read it overand over again. Networking is not sales.

9. MAKE A HABIT OF BEING PATIENT, POLITE AND FRIENDLY TO PEOPLE,

whether or not you're in an "orchestrated" setting. This is just good business behavior. If you aregoing to run a business, at least a successful one, these are just some of the characteristics andbehavior you will need to employ.

10. FINALLY, DO SOMETHING CONSTRUCTIVE WITH THE NAMES ANDINFORMATION YOU'VE GATHERED.

Stay in touch with the most meaningful contacts. Develop a few types of follow-up methods; such asphone, fax, newsletter, brochure, card and letter.

Referrals, introductions and contacts that simply come by chance are like gifts. Be sure to thankanyone who helps you network, and when appropriate pay a nice referral fee. Your ability to be seenas a giver rather than a taker will spread the word that you are someone with whom people want to dobusiness.---------

Chuck and Sue have been helping folks start successful home based businesses for over 19 years, and we can help you too!

To see how, visit http://www.homebusinesssolutions.com for the latest FREE tips and tricks, educational products andcoaching in creative real estate investing and home based businesses.


35/82

34

The Top Ten Rules of Effective Networkingfor Real Estate Professionals

-by M.E. Callan

Many of us are discouraged by the networking events that we go to. We feel

swamped by people just looking to get money from us, and we rarely feel as

though the event was worth our time.

Yet networking should be one of the best ways to bring in new business. The key is

learning to network correctly.Even those of us who enjoy networking should remember the following tried and

true rules of effective networking.

1. GIVE, THEN GET.

If you approach a networking meeting with a whats in it for me? attitude, you will be just like allthose sharks that have kept you away from networking to begin with. Go to a networking eventlooking for opportunities to help others. When you give this way, your get is always bigger.

2. PLEASE, NO FISHING.

Dont be that person who offers a cold, limp fish as a handshake instead of a firm grip. Loosen it up just a little for shaking a womans hand, but never go soft. Otherwise, the people you meet willremember you not for all the great things you had to offer, but for your weak handshake.

3. DIRECT EYE CONTACT.

Dont ever stare at someone, but always make sure to meet his or her gaze. A person who

continuously averts his will be seen as someone with something to hide.

4. DRESS PROFESSIONALLY.

The old adage about making a first impression is still true. As a rule of thumb, dress one step abovewhat you think everyone else will be wearing. It can never hurt you to look as good as the next bestdressed person in the room.

5. HAVE A 30 SECOND COMMERCIAL.


36/82

35

Have you ever met someone at a networking event, talked to them about their business the wholenight, and left without knowing what in the world they do? It happens all the time. Remember to stateclearly what it is that you do and who are looking to work with.

6. WRITE ON BUSINESS CARDS.

As you meet people, write information about them down on their business cards. Its virtuallyimpossible to remember all those little details about the people you meet, and no one will mind if youare so interested in what they have to say that you are taking the time to write it down.

7. CREATE A CATALOGUING SYSTEM.

As soon as you get back to your office, file your new business cards in an accessible way. Irecommend that clients staple business cards to 3x5 cards and then write down all of the pertinent

information you can. Include on the 3x5 the name of the person, where and when you met her, whatshe looks like, and what you talked about. Next time you see her, she will be very impressed that youremembered so many details.

8. NICE MEETING YOU CARDS.

It is never a bad idea to send a new contact a quick card that says nice meeting you. Include yourbusiness card as well in case they have misplaced the one you gave them at the networking event.

9. FOLLOW UP!

This step is crucial. If you have told a contact that you would help them in any way, be sure to followup immediately. Do this consistently, and you will be seen as a man of his word. Dont follow up onyour promises, and you will be seen as unreliable and untruthful.

10. LISTEN

The number one rule of networking is to listen. In fact, you should only be speaking about 30% of thetime. We all love to talk about ourselves, and if you give your contacts the chance to do that they will

think quite highly of you without even realizing why.

Following these rules of effective networking should not only make your experiences more enjoyable,but will help you bring in new Real Estate leads time and time again.

----------------------------------------------------------About The Author M.E. Callan is principal of Commonwealth Marketing, a firm that specializes in marketing for professional services. Recognized as an expert in the industry, Callan has been published nationwide and has been the featured speaker atnational seminars. Find out more at Commonwealth Marketing.


37/82


38/82

37

7- BUILD THE KNOW- LIKE- TRUST FACTOR

- Building relationships is more important than collecting lots of leads. Think quality vs. quantity.Connect deeper vs. on the surface.

8- ITS MORE IMPORTANT TO RECEIVE BUSINESS CARDS THAN HAND THEM OUT

- This puts you in a position to be able to follow up.

9- CONSISTENTLY FOLLOW-UP

- It's not enough to have a network. Follow up and continue developing your relationships andnetwork. Have a good reason to follow up or ask "how can I help you?"

10- DEVELOP ADVOCATES

- Build relationships with Centers of Influence who connect with your ideal client or customer. Offerincentives for referrals or provide great benefits.

11- BE CURIOUS

- The 6 Degrees of Separation Theory states that we are only 6 people away from finding outanything we need to know. Be curious and you will be surprised at what people, resources, andinformation are at your finger tips.

12- DEVELOP YOU

- You can grow your business as big as you can grow yourself. Start there!To shift into action choose one tip to focus on for a week and see what new results come your way.Then try on another and so on. Before you know it your networking efforts will be paving your wayto success. Starting Now!-------------

Beth Tabak is a Business & Life Coach, columnist, speaker, and owner of Starting Now. For free resources, assessments,articles, classes, and ezines to help you solve your problems while upgrading your life and business visit

www.startingnowcoaching.com


39/82

38

Personal Marketing


40/82

39

Be a Real Estate Agent with Curb Appeal- by Angela Butera Dickson

Are you a Real Estate Agent with curb appeal or are you more of a fixer-upper

needful of updating? How you present yourself to colleagues, buyers and sellers,

from the very first moment, will influence your sales records as well as the

confidence and satisfaction your new clients feel. Even if youre a Real estate

agent in demand, with more listings than hours in a week, you may well find areas

that you can polish. Read on to make doubly sure you are a real estate agent with

curb appeal and then watch your business grow!

IMAGE IS EVERYTHINGLike it or not your competence on the job will be judged by the first impression you give your new orprospective customers. Make sure they leave every meeting with you feeling confident, informed andsatisfied with your ability to give them the service they want.In order to leave a polished, professional impression you must excel in several key areas. Lets take acloser look at these.

COURTESY LIVES

Ask anyone what trait they most appreciate in a sales person and they will tell you its courtesy.

Winning sales people understand that impeccable manners and unfaltering courtesy will lead to loyalclients who will not only speak well of their experiences but will recommend you to all their friends,relatives, acquaintances and even the check out clerk at the supermarket.The positive publicity that comes from wo

real estate marketing alvaro monteiro

Documents