Marketing 101Principles of Effective Marketing and Core

Techniques

Agenda

• Differentiation• Listing Presentation• Confidentials• Increasing Commissions• Direct Mail

Differentiation• Brands - Companies, People, Products,

Services, Countries, Anything Influenced by Man

• Each Stand for Something Different– America – China– ReMax – United Country

• No Two Brands Are Identical– The Olsen Twins– Coke and Pepsi

• Buyers and Sellers Choose Brands They Perceive as Unique and Better – They Will Pay More for a Better Brand

Differentiate• Write Down Every Reason A Seller Should

Choose You to List Their Property vs Your Competition

• Write Down Every Reason a Buyer Should Let You Represent Them vs Your Competition

• Now Rank Those Reasons in Priority Order– Ask Others to Rank Them Too

• Try to Understand What the Common Theme is for The Top Three Combined

• This is Your Key Point of Differentiationand Reasons to Believe

Communication Strategy

• Now that You Know Your Key Point of Differentiation and Reasons toBelieve…

…You Must Communicate It…Constantly

Listing Presentation

Listing Presentation Kit1. Why List with United Country

– Local Office and Agent

2. Marketing Plan– Local Marketing Plan

3. Pricing Strategy– CMA– Est. of Net Proceeds

4. Real Estate Coaching

5. Take A Ways– Listing Agreement– References– Referral Form

6. CD– Customizable Templates

Listing PresentationAdditional Home Office Support Materials Catalog(s)

1928 Catalog

National Advertising Example

Advertising Broadside

List of Confidentials (or Special Confidentials)

Niche Marketing Expert Brochure

#1 Franchise Flyer

Postcard Examples

Referral Form

Home Warranty Flyer

Home Mortgage Flyer

EMS Flyer

Local Marketing Plan

Include Examples

Office History and Point of Difference

Agent Bio

Listing Agreement

CMA

References

LaptopWebsites; Office, National SpecialtyGoogle Search DemonstrationsPeak Performance Marketing

Listing PresentationSupport Materials You Provide

Listing PresentationI want to thank you and all of the other folks at the Home Office for the powerful start in our new affiliation with United Country Real Estate. My wife & Business Partner Ali and I completed the United Power Class.

We got home and got some much needed rest and I started making a few listing calls on Monday. It kind of took off on me I made eight or ten listing presentations by phone and in person this week resulting in 7 new listings and securing another two extensions; I attribute this directly to United Country Real Estates Listing presentation and the many differentials setting us apart from everyone else. The Total amount listed this week is $ 6.5 + Million.

Sincerely,Rich Cloutman Broker 

Listing PresentationNiche Marketing Listings

• Leverage the Specialty Marketing Intranet Groups

• 18 Current Specialty Groups and Growing (Recreational Property, Equine, Bed and Breakfast, Lakefront, Farm and Ranch, Developers, …)

• Niche Sites Include

Niche Expert Listing Brochures Power Point Listing Presentations Specialty Websites Niche Buyer Lists Advice from Experts Case Studies News Articles Niche References Relevant Strategic Partners

All – The home office team, like many of you, are involved in dozens of listing pursuits monthly.  Providing counsel to our agents when needed is critical. 

Measuring what role we should play is also critical.  This requires a quick assessment of the feasibility of the opportunity and importance of the listing.  Engagement will range from a quick “here are some ideas for you” or “go to the intranet resource center for X and Y” to “we are going to directly support you in the listing presentation process for this large or important opportunity”.  We do not have unlimited resources so knowing how much time and resource to apply to a given pursuit is vital.

With a 24 hour turn, Kevin tuned our capabilities deck that will blow the seller away and we are having a listing webinar in support of our local agent pursing this $10 million + deal that is being heavily competed for.

Any UC office that plays the cards of UC should win 100% of the listings they pursue AND can back it up by delivering marketing/technology that is far superior to any competitor…period.

We have changed the real estate game and elevated the ante for the entire market. We will have 10 years before independents and other national franchise systems figure it out and even then they can not bring to bear what we do as a coordinated company.

Dan DuffyCEO - United Country Real Estate

Listing PresentationBring Your Home Office Team on Must Win Deals

Listing PresentationUse EMS to Win Big Listings

• Show an Important Seller you can offer everything their highly valuable property needs;

• Custom Property Website• Custom High-end Property Brochure• Custom Property Print, Radio or TV Advisements• Custom Postcards and Emails• Special PR Campaigns• Custom Marketing Plans• Custom Listing Presentations

Anything they would hire a local advertising company to do, but remind them we only do real estate.

Even if it is never used…it works!

How to Use ThemConfidentials

Confidentials

• We spend and have spent millions each year since 1925 advertising UC Agent listings.

• When a potential buyer responds to any ad, they either call the Home Office or you.

• When they call the Home Office we capture their name and as much information as they will give us…

…they are now a Confidential

Confidentials• There are Multiple Sources of Confidentials

An estimated 20-50% go directly to you so are not captured as confidentials, but were generated by the machine.

UC Websites

Print

Direct Mail

Internet

Catalogs

Peak Perf

Refferal

Confidentials• You have over 300,000.

• They have asked us to help them with their real estate needs

• We do not buy “names”, 100% come from UC advertising.

• None of your competitors have anything like this.

• Tell everyone about them.• Property Owners (Listings)• Current and Former Clients• Your Family and Friends• Your Circle of Influence (business associates, community leaders, etc.)

• Do you have a sample printed out at every listing presentation?

A = Inquired About a Specific Property in Your Office

B / A = Originally an A at a “Like” Office, Sent to Your Office as a B

B = Inquired About a General Type of Property(eg “Horse Farm”, “Ranch”)

C = Requested a Catalog

A

40%

B / A

30%

B

26%

C 4%

35% Bought the Property They Inquired About

65% Bought Another Property

From the “A” Office

Originally an “A”, But Sent as a “B” to Another Office, then Purchased

Only 17% of All Inquires, But 4% of Sales

Sales by Confidential Type

Confidentials - What to Do With Them

• Call A confidentials immediately - consumers want you now.− Over 60% of RE Clients will work with the first agent to contact them.

• Use Peak Performance to automatically market to all you confidentials.

• Sell Your Area – Especially to B and C Confidentials− Mail them Lifestyle Brochures

• Build a Relationship that will Last a Lifetime

20

Dollars Invested for Dollars Earned

• ___ Confidentials a day x __ days a week = _____ names a year

• ___ response rate = ____ responses

• ____ of those that responded turn into a deal = ___ deals

• ___ deals x _______ = _____ million dollars in sales volume

• ____ million x ___ = _________ Gross Commission Income (GCI)

• Production and postage = ___ x ______ = _______

• Net return = _________ - _______ = _________

*Potential Income*

20 5 5,200

2% 10425% 26

150,000

$3.93.9 3% $117,00

0

$1 5,200 $5,200$117,000

5,200 $111,800

26

21

Working the Confidentials Makes You Money

20

5

100

5,200

2%

104

5%

5

150,000

$ 780,000

3%

$ 23,400

$ 1.00

$ 5,200

$ 18,200

350%

20

5

100

5,200

2%

104

10%

10

150,000

$1,560,000

3%

$ 46,800

$ 1.00

$ 5,200

$ 41,600

800%

20

5

100

5,200

2%

104

25%

26

150,000

$ 3,900,000

3%

$ 117,000

$ 1.00

$ 5,200

$ 111,800

2150%

20

5

100

5,200

2%

104

2%

2

150,000

$ 312,000

3%

$ 9,360

$ 1.00

$ 5,200

$ 4,160

80%

Confidentials per day

Days per Week

Total Confidentials

Total Conf per Year

Response Rate

Number Responses

Percent that Buy

Deals

Avg Selling Price

Total Sales Value

Commission Rate

GCI

Production and Postage

Total Production and Postage

Net Return

% Return

Want to Increase Your Personal

Income by 20% or More

Doing the Exact Same Thing You Did

Last Year?

Increase Your Commissions 1%

• If Your Home Office Team Cannot Put You in a Position to Increase Your Commissions 1%, We have Failed You.

• Really… We Have Failed You.

• I’m Not Kidding.

• We Work Everyday to Help You Provide Superior Services to Your Clients that No Other Realtor Has.

• Nothing Can Impact Your Bottom-line Faster and More Dramatically – Nothing.

• Are You Worth It? I Once Thought My Realtor Was.

A Concept on Commissions

All Realtors in this area charge 5%. What You Get• Yard Sign• Local Website• Local NSP Ads

I Too Charge 5% for Those Services(By the way, seller, you can do them all yourself)

Now You Can Elect to Get Enhanced Marketing on Your Most Valuable Asset, If You Want, Only From Me, Because I Am The Best RE Marketer

Do You Want… Access to my database of buyers? Very nice emails of your property to these buyers? Leverage my exclusive catalog marketing? Put your property on hundreds of leading websites? Provide a simple website just for your property? Leverage our national newspaper advertising? Leverage my national magazine advertising? Leverage my Lifestyle Brochure marketing? Postcards of your property to my buyers?

These optional services cost 1% more, but if you don’t want it, no problem.

A Concept on Commissions

Do You Want… Niche Expertise and Support Access to Every Consumer Name or Business in the US Public Relations Access to my 20 person marketing team Home Warranty Home Mortgage 1031 Services Strategic Partnerships to help sell your property Auction Services Property Tracker Services EMS

• Custom Property Websites• Custom Property Brochures• Custom Property TV Ads• Custom Anything

These optional services cost 2% more, but if you don’t want it, no problem.

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A Concept on Commissions

Direct Mail

UC Direct Mail Principles• Stay “Top of Mind” and Stand Out from the Rest

(Differentiate)

1. Use Your FREE Lifestyle Brochures– Sell Your Area (esp to Bs and Cs)

2. Do 1 Postcard – It Works, It’s Easy, It’s Cheap– Everyone Will Read It

3. Use the Letters in Peak Performance and on the Intranet

– There is One for Every Occasion

Who Do You Mail To

• Your Names– Past Clients, Family, Friends, Circle of Influence– Step 1 – Do You Have A Written List?

• Confidentials

• Radius Lists– Found on the Intranet

• Purchased Names

– Very Targeted Names All Adults and All Businesses in America and Canada

– Found on the Intranet

Marketing 101Principles of Effective Marketing and Core

Techniques

In Solomon’s email below he states "how are there record hits when the confidentials receive keep going down in both quantity and quality?".  See the facts below.  I would discuss this with him.  Additionally his confidentials should have been down 12% because his listings were down 12% (428 in 2008, 378 in 2009).  The decrease in listings is a huge factor as you know.  Especially in this market where nation wide the listings to sale ratios grew from 4 listings to 1 sale in 08 to 5 listings to 1 sale in 09.  This was a year when offices that grew their listings grew and those that did not declined in about 98% of the cases.  So, with fewer listings you get fewer leads and fewer sales – especially in the current market.If each listing gets x amount of confidentials, the fewer listings would lead to fewer confidentials, but instead he received over 200% more confidentials!  All the new websites and advertising strategies made this happen.  That is what we have been seeing in record internet traffic stats.Please discuss this information with Solomon.  This may really help him get a clear strategy for growth in 2010.Thanks for the info Jayne Ann and Judy. Feel free to pass this to Solomon.Take care,MikeFrom: Jayne Ann Conklin Sent: Tuesday, February 02, 2010 3:39 PMTo: Mike Duffy; Ashley HermanSubject: RE: Technology Fee documentMike,From strictly a volume perspective, there is a profound increase in the number of confidentials provided to Solomon’s offices. The data looks like this….Willow Springs 08 2526Willow Springs 09 6318 an increase of 250%Mountain Grove 08 2660Mountain Grove 09 6736 an increase of 253%I also checked the possibly variance in type of confidential (perhaps they received more B’s in 2009 than 2008). However this is not the case. The percentage of A,B, C confidentials remained unchanged from 2008 to 2009. JAC

From: Solomon @ United Country WS [mailto:solomon@willowspringsrealty.com] Sent: Monday, February 01, 2010 10:38 AMTo: Richard ThompsonCc: Dan Duffy; Jim Sample; Mike DuffySubject: Re: Technology Fee documentRichard, I want you to recall the last candid conversation we had, so it is your response, from September, that I now reply to...  As you know, I have always believed in United's system and tried to work it to the best of my ability, inside the limited capability of the financial backing that I have. I have seen the emails about the record number of hits, etc. and have wondered many times: "how are there record hits when the confidentials receive keep going down in both quantity and quality?" I have just believed it is this nasty economy and that the home office, like myself, is doing the best we can do and when the economy breaks we will all be fine, in fact leap beyond the competition. When we were given the opportunity to keep our cap rates locked in by merely attending the National Convention I was excited to see that the H.O. is still there for us! However this 300% increase in technology fee, while justifiable I'm sure, is going to be a back breaker to me. Trying to keep 2 offices open in this market has been an almost irresistible force. The note along the bottom of the bill indicates my websites will likely be shut off in 30 days... How will that help any of us? I am not sure how I can possibly keep 2 offices open in this market condition, with an additional $300 per month added to a budget where I have already had to borrow over $80,000 to keep running over the past 2 years. I have done this only on faith that I am with the right company and would easily recover when the market does, yet now I fear I will be another casualty. Sorry for the whining, it's a position I am not accustomed to. I am not sure what to do, do you have any suggestions? Solomon Cornelius, BrokerUnited Country Willow Springs Realty/United Country Leascher Real Estate417-469-2869 or 417-926-3040www.willowspringsrealty.comsolomon@willowspringsrealty.com----- Original Message ----- From: Richard Thompson To: Mountain Grove & Willow Springs MO Sent: Friday, September 18, 2009 8:48 AMSubject: RE: Technology Fee documentThanks Solomon.  You are right most people just do not understand what it takes to do the things we do with technology.  Hope to see you in West Plains. Richard