Transcript Chapter 1 Slides

Slide 1-0
Welcome
> In today’s class, we will explore:
 Traditional and cutting edge strategies
to “reboot” marketing efforts
 Tools and technologies to maximize
your marketing impact
Page 2
What We’ll Cover
1 > Marketing Strategy
2 > The Buyer
3 > Personal Branding for Today’s Buyer’s
Representative
4 > Relationship Marketing in an e-World
Pages 2-3
What We’ll Cover
5 > Traditional Techniques with a Twist
6 > Electronic and Multimedia
7 > Web 2.0
8 > Using Results
Exam: 30 questions, 80% passing grade
Pages 3-4
Approved Elective
 This course is approved elective for
Accredited Buyer’s Representative
(ABR®) designation
Page 4
Helpful Icons
Bright Ideas
Balancing Act
Your Toolbox
Scripts
REALTOR® Code of Ethics
Page 4
1. Marketing Strategy
Slide 1-6
Page 5
What Is Marketing?
Effort to:
 Implement a systematic
plan
 Use a mix of business
activities
 For the purpose of
attracting prospects
Page 6
Why Market?
 Inspire immediate action
 Build long-term relationship
Page 6
Fundamentals of Marketing Include:
Planning
Tactics
Measurement
Page 6
Marketing Strategy as Roadmap
 Helps you decide where you want to go
 Sets direction
 Shapes approach
 Provides rationale for allocating
resources
 Puts efforts on target
Page 7
The Answers to. . .
Is your marketing effective?
How can you evaluate it?
Page 7
Your Value Proposition
> Distinguishing
characteristics
> Services, experience,
specialty
> Expressed as customer
service
Page 8
Beyond the Basics
Goals of innovative marketing are to:
 Generate new business
 Keep you top of mind
Page 8
Innovative Marketing Ideas
Start a
blog
Page 10
Innovative Marketing Ideas
Get
creative
with
closing
gifts
Page 10
Discussion Question
What are the important points
from the Marketing Reboot case
study on page 11?
Page 12
5 Innovative Ways to
Market Yourself
 Become part of their
wake-up routine
 Make friend requests
 Make it an event
 Save them some money
 Pack it up
Page 13
Assess Current Efforts
> Which tactic produces greatest response?
> Most innovative marketing technique?
> Least effective?
> When did you last try something new?
> How do your competitors market?
> If money were no object, what would you
do?
Page 14
6-Minute Brainstorm
Brainstorm new approaches for
your current marketing methods.
Page 15