Marketing Research, Survey, Tools and Presentations in Real Estate

RE/MAX Mumbai Gujarat Maharashtra

Marketing Research, Survey, Tools and Presentations


Agenda

Marketing Research Marketing Tools Presentations


Marketing Research

Field work Comparable Parameters Price points


Comparative Market AnalysisFeature: 1 2 3 4 5 Comments

NeighborhoodCleanlinessHospitals/Emergency ServicesNoise Level (trains, airplanes)Parks/RecreationPublic TransportationSchools/ collegesShopping Places of worshipCrime Level/Police ProtectionPropertyLandscapingLocationPricePrivacyResale PotentialViewInteriorBathroomsBedroomsCarpets/Floor CoveringsDining RoomFamily RoomFloor PlanGeneral Interior ConditionAir Conditioning SystemsKitchenLiving RoomPlumbing SystemRoom SizesStorageWiringExteriorGeneral Exterior ConditionWater Supply and StorageDrainage SystemsRoofGarage/ Parking spaceOther Specific Features

Total PointsOther comments

Feedback and Rating

•Neighborhood•Property•Interior•Exterior•Other Specific Features


Your First Meeting Build Rapport Fulfill formalities Determine previous home search efforts Review Presentation packet Try exclusive mandate if seller Win buyer’s confidence Identify priorities and motivations Pre-qualify the buyer Determine whether or not to represent

buyer


Presentation Packet

Client Information Sheet New-home checklist Process of real estate transaction Resume, Bio, photo Checklist of information at loan

requirement City /Neighbor facts Disclosures


Home inspection reports Home warranty FAQs Sample brochures Local insurance agents Checklist of moving


Your Point of Differentiation

Years experience Education and training Ability to make process smooth Exceptional client service Understanding of specific neighbourhood

and market Network of licensed professional Negotiation Skills Community Involvement Something else


Where do they find you

- Referred by friend, neighbor or relative- Used agent previously- Internet- Saw contact information on signs- Visited open house- Referral by another agent- Referral from employer or relocation expert- Walked into or called office- Personal contact by agent- Newspaper or yellow pages


Marketing vs Prospecting

Prospecting: short term, tactical, you seek customers

Marketing: Long – term, strategic, customers seek you


Five Principles

- Personal Promotion- Differentiate yourself from competition- Positioning- Spaced Repetition- Control Perception


PROSPECTING - DEFINED Select your target market Select your method of contact Give your prospect something of value Follow up consistently


Long Term Prospecting

Sphere of Influence Foreclosed Properties Builders and new Construction Vacant Land Parcels Investment Property Owners Geographic Groups Demographic Groups Third Party Relocation Companies Personnel Departments Lawyer Referrals


Type of Property

Historic Homes Green Homes Luxury Homes Senior Citizen Homes Second Homes Farmhouses Penthouses Villas/Bungalows Special Location Homes


Commercial Real Estate

Office buildings Retail properties Industrial/warehouse properties Hospitality properties Redevelopment opportunities Business brokerage


Methods of Contact

Door Knocking Workshops and Seminars Client Gathering or Client Parties Intentional Indirect meetings Booths at event and trade shows Phone Contact Mailers(base-repeated-content)


Emotional Response Recipe Cards /Humor Cards/Character

Cards Testimonials and Evidences of Success Newsletters E-mail Special Delivery


Marketing

Signs/banners on car Radio Television Advertising Newspaper Advertising Homes Advertising Magazine Advertising Billboard Advertising Shopping Cart Yellow Page


Moving Van Park Bench Ads Internet Banners Website Links Local Sport team


Value Creation

Attraction Techniques Newsworthy Marketing Free Reports Free Reports on Internet Market Evaluations Automatic listing Updates


USP

Niche Market USP Unique Services USP Service or Performance Guarantee Comparison Marketing USP Viral Marketing New Listing Video New Purchase Video


Follow Up Systems

Client Databases- Prospective Buyers- Prospective Sellers- Sphere of Influence - Past Client – Buyers

Attempting to stay in touch


Drip Systems Newsletter E-Newsletters Testimonial Letter Evidence of success Mixing and Matching Integrating online-offline activities Humor Promotional Items


Sphere of Influence

100 people Contact details Initial Letter Follow up letter – ‘Properties for Sale’ Follow up letter – ‘Recently sold’ Ongoing event mailers


Short Term Methods

Cold Calling Voice Mail and Answering machines Door Knocking Database Building Vacant Lot Owners Expired Listing FSBO


Long Term Methods

Farming for business Geographical farming Events and Sponsorships Office Complexes Corporate Farming Relocation Networking


7 P’s of Marketing

Product

Price

Promotion

Place

Packaging

Positioning

People


Product

Compare the product with comparable offerings in the market place on a time to time basis

Provide comparative market analysis report to determine the correct product pricing on a quarterly basis

Features, amenities, project strengths and weaknesses on a quarterly basis


Price

Compare the price of the product to available products in the nearby market

Price it as per the needs of the finance of the builder and try to bring maximum profitability for the builder

Correct mix of investor : end-user to ensure project gets accepted well


Promotion

Above the Line promotion Local channel operators Local radio Out of home Magazines / Local supplements Nearby cinema Hoardings


Below the line Promotion Direct mail Sales Promotions Flyers Point of sale booth at various places

like malls, stations, offices Telemarketing Brochures


Web Promotion

Separate website Specific promotion through Google

Adword Social Media Promotion Listing on key portals Managed Promotion on portals Search engine optimization


Event based Selling

Key Milestones of project: - Pre-launch, Bhoomipujan, launch, 25%-50% and 75% of project completion

Festival based selling: - Akshaya Tritaya, Diwali, Christmas/New year

Education based selling - Broker / End-user meets

CSR Events - Blood donation drive at project


Place

Ensuring participation in key exhibitions at national and international level to sell the product

Display and information in key targeted corporate in and around the area

Local : MCHI, Times Property Show- DNA Property International : RE/MAX shows around

the world


Packaging

Ensure top-in-class coordination for designing in

- Brochures- Videos - Virtual Tours - Commercial- Advertising


Positioning

Position it to sell Ensure that genuine buyers are able to

consider the product Build a brand so customers perceive us

positively and position it as a customer-centric group

Helping define a position in the market and working towards achieving excellence in the same


People

Well qualified trained agents / staff to market the project

Local association promotion Creating an agent centric attitude to

ensure more people are working on the field towards your project to sell it faster


And..

Tieups with major housing finance companies

Ensure local key influencers are updated and apprised on regular basis

Community Involvement through raising of issues of local concern and participation


Thank You

Marketing Research, Survey, Tools and Presentations in Real Estate

Real Estate

Transcript of Marketing Research, Survey, Tools and Presentations in Real Estate