Transcript Real Estate Marketing and Sales Essentials

Real Estate Marketing
and Sales Essentials
Steps for Success
Dan Hamilton
Marketing & Advertising
Introduction:
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Personal Marketing Strategies
A marketing strategy is your overall
marketing direction.
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Personal Marketing Plan
The marketing plan should organize your
marketing strategy.
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Name Recognition versus Prospect Generating
Name recognition is the type of advertising that gets
people to know your name and what you do.
Prospect generating advertising is meant to make the
telephone ring.
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Every classified ad should carry the reader
through four selling steps. These steps are
Attention, Interest, Desire, and Action, or AIDA:
1. ATTRACT ATTENTION. You need to catch the prospects’
attention with the first few words
2. AROUSE INTEREST. Use the interest stage to pull him or
her in for further reading.
3. CREATE DESIRE. This stage creates the desire to have the
property.
4. CALL FOR ACTION. To get the sale, you must ask for the
sale.
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The following is a checklist for writing the ad:
1.
Organize all the facts from the viewpoint of the reader.
2.
Appeal to emotions.
3.
Keep It Simple and Short (KISS).
4.
Use meaningful words that stir emotion.
5.
Inspire confidence.
6.
Avoid clichés and overused words.
7.
Sellers buy people and buyers buy houses.
8.
Differentiate your marketing.
9.
A majority of buyers shop price first, then area, and then physical attributes of the
property.
10. Describe the most saleable feature in the headline.
11. Stick to the truth. Misleading advertising is illegal and unethical.
12. Finish with a call to action.
13. Keep slogans at seven words or less.
14. An average person retains 1 percent of what he or she sees each day.
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Fair Housing Law Guidelines
When running an advertisement for real
estate, the salesperson must be sure not to
indicate any preference to a group of people
based on their race, color, or national origin.
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Ads that Comply with REG Z
The Truth-in-Lending Act (REG Z) was
enacted in 1969 to “assure the meaningful
disclosure of credit terms so that the consumer
will be able to compare more readily the
various credit terms available to him to avoid
the uniformed use of credit.”
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Personal Marketing
Personal marketing is marketing yourself
rather than the real estate company you work
for.
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Personal Brochures
Personal brochures are usually tri-fold type
letters that introduce yourself and your
accomplishments.
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Networking
Networking is meeting of people for the
purpose of spreading business contacts.
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Public Relations
Public relations is getting the media to notice
you in a positive light.
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Summary: