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Local Marketing Plan Recommendations Local Marketing Plan Recommendations

Local Marketing Plan Recommendations - PowerPoint Presentation

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Local Marketing Plan Recommendations - PPT Presentation

Confidential The information and ideas contained in these marketing plans are highly confidential and are intended solely for current United Country Real Estate Franchisees The information ID: 781667

marketing min office local min marketing local office plan property listings letter real plans listing estate country call united

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Slide1

Local Marketing Plan Recommendations

Confidential: The information and ideas contained in these marketing plans are highly confidential and are intended solely for current United Country Real Estate Franchisees. The information is intellectual property and legally privileged. This presentation is sent in trust, for the sole purpose of delivery to the intended recipient. Any use, reproduction or dissemination of this information outside of United Country owners, brokers, agents, auctioneers or other office employees is strictly prohibited. If you are not the intended recipient, please immediately notify United Country Real Estate. (V3192014)

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Slide2

A majority of your local marketing should be focused on communicating the differentiation of the UC program, “broader exposure for your listing

”, and your office advantages to local property owners to solicit listings. This will build equity in your brand and win you listings.The recommended plans are additive. In other words, start with the 101 plan, then when ready for the next level of marketing add the 201 plan to the 101 base plan, etc.The recommended plans can be customized for your market and office strategies. Ensure you complete all FREE, no cost marketing.Investment / cost estimates are for minimum quantities and lower cost formats recommended. You may choose to do larger quantities and more expensive formats as fits your specific office plans and budget.Be consistent. These are not one time activiites. They must be executed each day, week and every year. These plans, executed consistently, will produce consistent,

long-term results. Any single initiative may not produce results immediately, but they all work together over time and when the property owners are ready to sell they will call you.

Local Marketing Plan

Recommendations

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Slide3

Basic 101 UC Local Marketing Plan

Hand Out Business Cards Daily (1 min/day) and Leave Business Cards in Local Businesses (1 min/week) $ 50Advertise “FREE Catalog” with Office Signage (2 min/yr) $ 250Hand Out Catalogs w Cover Letter (1 min/week) $ 0

Contact Target FSBO and Expired Listing

Phone Call (1 min/day) $ 0

Letter (1 min/day) $ 200

Contact Daily

Buyer Leads

Call All with Phone Number $ 0Mail Letter (w Lifestyle Brochure) to Physical Address (1 min/day) $ 200Email to Email Address (3 min/day) $ 0Review & Update Business Plan (2 times/yr min) $ 0Optimize Office Website (2 times/yr min) $ 0Just Listed / Sold Postcard (2 min/yr) $ 200Quarterly Market Update Letter (4 times per year) Email $ 0 Physical Mail $ 400 Social Media (FB, LiN) $ 0Advertise Specialty Marketing Capability (1 min/yr) Email $ 0 Physical Mail (Letter / Postcard) $ 200 Social Media (FB, LiN) $ 0 Community Event (1 min; ex: DU, Fair, Festival, Hunting / Farm Show) $ 500 Total Minimum Est Yearly Investment $ 2,000 +

Est.

Yrly $

Highly Confidential - for UCRE use Only

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Intermediate 201 Local Marketing Plan (add to 101 Plan)

Place and Fill Catalog Racks (w Cover Letter) (2 racks min) $ 200Run Quarterly Business Card and Catalog Route (Doctors, Airports, waiting rooms) $ 0Personally Deliver Catalog (w Cover Letter) to Circle of Influence (1 min /

yr) $ 0

Mail if Out of Town w Cover Letter

“Door Knock”

for listings (1 min/week) $ 0

Creative Newspaper Ad

(examples on the Intranet) - (4 min /

yr) $ 400Send Letter to Target Property Owner List (4 min / yr) $ 250Obtain at Court House $ 0Purchase from Intranet $ 200 Enhanced (EMS) Marketing Plan (1 min/yr) $ 0Regional Event (Ex: DU/ RMEF, Fair, Festival, Hunting / Farm Show) – (1 min/yr) $ 1,000Advertise Best Listings on Additional Top Performing 3rd Party Websites All Listings to MLS $ 1,000Land Listings to Top Land Site(s) - (2min/month) - (ex: LandsofAmerica, LandFlip, LandWatch) $ 400Contact All Daily Buyer Leads (call, mail and email to each if possible) Call All with Phone Number $ 0Mail Letter (w Lifestyle Brochure) to All With Physical Addresses $ 4,000Email All with Email Addresses $ 0Create Property Listing Flyer(s) for Best Listing(s) – fairly priced / desirable (2 min/

yr) $ 200Use Automated Flyer (Postcard) Program on the Intranet

Total Minimum Est Yearly Investment $ 7,650 +

Est. Yrly $

Highly Confidential - for UCRE use Only

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Advanced 301 Local Marketing Plan (add to 101 and 201 plan)

Advertise All Listings on Additional Top Performing 3rd Party WebsitesLand Listings to Top Land Site(s) - (ex: LandsofAmerica, LandFlip, LandWatch) $ 400

Search for Top Sites with expected Google Buyer Searches , then advertise om a few $ 250

Focus on Specialty Property Types you List – Lake Homes, Farms, Hotels, Horse Property etc.

Creative / Enhanced Office Sign with Communication Capability

$ 1,000

Creative “Posted” Signage for sold land listings

$ 500

Change Creative Advertising Mix (4 min/yr)Local Magazine $ 200Radio and / or TV $ 500Movie Screen $ 1,000Wrap a Company Vehicle $ 500 Mail “Tell 100” letters to closest 100 addresses to your best listing(s) – (2 min/yr) $ 200Inform property is for sale and advertise UC advantagesAddresses available on the Intranet $ 50Work with UC PR on a PR Release to local papers (1 min /yr) $ 0Offer Local Real Estate Training – Invite Property Owners & Agents (1 min/yr)Auction Marketing (call Home Office) $ 3501031 (call Home Office) $ 350Structured Sales (call Home Office) $ 350National Event (Ex: DU/RMEF, Hunting / Farm / Forestry / NAA / RLI Show) – (1min/yr) $ 1,000 Total Minimum Est Yearly Investment $ 6,650 +

Est.

Yrly $

Highly Confidential - for UCRE use Only

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Marketing One Time Set-up Projects

Establish your office presence on Google Places, so your office shows up on local search results for “{City/town name} Real Estate” map page https://www.google.com/business/placesforbusiness/Build a LinkedIn Page for everyone in your officeBuild a Business Facebook Page

Your Business Consultant or anyone at the Home Office can help you learn more about any of the programs outlined in these marketing plans. Information and recorded training is available 24/7 online on the Intranet (

www.UCIntranet.com

).

Additional extensive training is available live in Kansas City every 4-6 weeks at UnitedPower!. It is highly recommended you and your key office personnel attend UnitedPower! at least once every 3 years. Lastly, many of these programs are covered in great detail and new programs introduced each year at the annual convention. Please encourage all in the office to attend every year. These are base plans. Your Business Consultant and the Home Office can explain additional programs ( 401 and 501 level ) as needed.

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Marketing Plan Process

The most critical first step and on-going responsibility for every single person in your office is to build an official “Sphere of Influence” and have it in writing (probably a spreadsheet like Excel). Every single person that knows you by at least first name, especially past clients. Add to this daily, anytime you talk to or meet a new person. Communicate (market) to them officially at least quarterly in any way you choose.Determine what you want to communicate to your market and stick with it for at least 6 months before changing the message. United Country means Broader Exposure for Your Listing. If you can communicate all the ways we deliver this over time you will succeed. You will build a strong and valuable brand.What 1-7 key points do you want to explain to your market to help them understand how you can provide broader exposure for their listing and why you are the best realtor choice to sell their property?1-3 points about you and your office that make you the best that only you can offer. (Example: #1 in sales of x type property, expertise or experience, certifications etc.)

1-3 about the United Country program you represent that make us the best that only you can offer. (“National Marketing - Local Expertise”, National Buyer Database over 500,000, #1 Rank on X important search term (ex “farms for sale”), Only national catalog, since 1925 etc.)

Take 5% +/- and deposit it into a local marketing budget saving account each time you make a sale at the closing table. This will fund your marketing during the slow season.

Include a

“lunch budget” to take at least 2 people in sphere to lunch per week in your marketing.  Share news about market, UC etc., ask for referral businessInclude the UC Annual Convention and / or UnitedPower! attendance in the budget.

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Slide8

Broader Exposure for Your Listing

National Marketing, Local Expertise™8Confidential: The information and ideas contained in these marketing plans are highly confidential and are intended solely for current United Country Real Estate Franchisees. The information is intellectual property and

legally privileged. This presentation is sent in trust, for the sole purpose of delivery to the intended recipient.

Any

use, reproduction or dissemination of this

information outside of United Country owners, brokers, agents, auctioneers or other office employees is strictly prohibited. If you are not the intended recipient, please immediately notify United Country Real Estate. (V121713)

Slide9

Appendix

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Slide10

Very Advanced 401 Local Marketing Plans (add to 101,201 & 301 plans)

Conduct a customer appreciation event at your office. For example have a catered / cookout / BBQ / trail ride event to thank past and potential future clients. (1 min/yr) $ 1,000Attend nearby UC Auctions. Volunteer to assist in the auction . (2 min/year). $ 0Send marketing information of key listings to nearby UC offices. $ 50

“Pay-per Click”- Buy Strategic and Targeted Search Terms on

Google. (1 per/

yr

) $ 100Co-advertise local UC office listings on all nearby participating UC office websites. Form an voluntary alliance

with

one or more nearby UC offices and advertise some or all of each others listings on each others websites

. $ 0Form a network of nearby UC offices and co-market (split the cost ) in effective regional marketing media, like magazines, trade publications, newspapers and events. (min 1per/yr) $ 100Increase your significant “Sphere of Influence” $ 0Gain membership in multiple local , regional and national real estate centric / related organizationsPursue leadership positions in local, state, regional and/ or national real estate centric / related organizations.Join local community organizations and give back to the community.Solicit the local radio station to do a “Real Estate” show. $ 0Pursue additional real estate certifications and education. $ 0Create a local office and listing magazine (min 1per/yr) $ 1,000Can be paid for by selling ads to local vendors like banks, mortgage companies, title companies, etc.10Highly Confidential - for UCRE use OnlyTotal Minimum Est Yearly Investment $ 2,250 +Est. Yrly $