Philip Glover www.PHIL Philip Glover www.PHIL IPGLOVER.com Prosperity M IPGLOVER.com Prosperity M ortgage Co. ortgage Co. Real Estate Real Estate Marketing 101 Marketing 101 A course to help you A course to help you effectively market and effectively market and increase your business. increase your business.
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
• For your client list, you may want to For your client list, you may want to use one of the following databases:use one of the following databases:– ACT!ACT!– GoldmineGoldmine– AccessAccess– Outlook ContactsOutlook Contacts– ExcelExcel
• Include the following Include the following information:information:– NameName– AddressAddress– Telephone numbersTelephone numbers– Email addressEmail address– Loan closing dateLoan closing date– Loan typeLoan type– Interest rateInterest rate
– Family member namesFamily member names– Birth datesBirth dates– Anniversary date Anniversary date – Hobbies, interestsHobbies, interests– Referral namesReferral names– Recording/tracking of Recording/tracking of
client contactsclient contacts– Other information that Other information that
• Divide your list into 2-4 sub Divide your list into 2-4 sub databases.databases.– Separate them by business potential Separate them by business potential
and market accordingly.and market accordingly.
• Market to commonality factors such Market to commonality factors such as interests or event attendance.as interests or event attendance.
• Keep your database information Keep your database information current. current.
• When to ask for referrals:When to ask for referrals:– At the close of the initial meeting. At the close of the initial meeting. – Include postage-paid referral cards Include postage-paid referral cards
with your closing gift.with your closing gift.– Include postage-paid referral cards Include postage-paid referral cards
with your survey card that is sent with your survey card that is sent after closing.after closing.
– Call clients one month after closing.Call clients one month after closing.– Anywhere and everywhere.Anywhere and everywhere.
2. Develop a Referral 2. Develop a Referral SystemSystem
– All marketing All marketing materials should materials should reinforce your desire reinforce your desire to do business by to do business by referral.referral.
– Ask for referrals Ask for referrals exceptexcept when sending when sending a birthday, a birthday, anniversary or holiday anniversary or holiday greeting card.greeting card.
2. Develop a Referral 2. Develop a Referral SystemSystem
– Send personalized Send personalized notes or cards on all notes or cards on all anniversaries and anniversaries and birthdays. birthdays.
– Respond immediately Respond immediately when you find out when you find out about a special event. about a special event. Keep on hand:Keep on hand:• New baby cardsNew baby cards
• Write an introductory letter, follow up with a Write an introductory letter, follow up with a phone call and then ask for an appointment.phone call and then ask for an appointment.
• Outline how you work with clients. Outline how you work with clients.
• Explain your follow-up methodology. Explain your follow-up methodology.
• Ask them the communication method they Ask them the communication method they prefer.prefer.
• You have a database of You have a database of contacts to call.contacts to call.
• You can ask every client You can ask every client who comes through your who comes through your door.door.
• Simply say, “By the way, Simply say, “By the way, we offer a service to we offer a service to corporations. Do you corporations. Do you think the company you think the company you work for would be work for would be interested in providing interested in providing discounted services to discounted services to their employees?”their employees?”
• Point out the benefits of a corporation Point out the benefits of a corporation affiliation with a real estate professional:affiliation with a real estate professional:– Owning a home increases employee stability Owning a home increases employee stability
and retention.and retention.– A home buying education program will be A home buying education program will be
perceived as a benefit of working there.perceived as a benefit of working there.– Employees will benefit from a discount on Employees will benefit from a discount on
Add value by:Add value by:– Providing one-on-one consultations. Providing one-on-one consultations. – Holding seminars or lunch and learn Holding seminars or lunch and learn
sessions on first time home buying as sessions on first time home buying as well as real estate investing. well as real estate investing.
– Offering a special discount or additional Offering a special discount or additional service to employees.service to employees.
– Provide the HR manager with educational Provide the HR manager with educational brochures and materials.brochures and materials.
• Niche marketing can include Niche marketing can include the following target markets:the following target markets:– Property typeProperty type– Consumer groupConsumer group
• When marketing to a niche, When marketing to a niche, you are contacting prospects you are contacting prospects who don’t know you or your who don’t know you or your offering.offering.
• You must first build trust You must first build trust before you will obtain before you will obtain business.business.
• Choose a consumer group that you can identify Choose a consumer group that you can identify with such as:with such as:– NewlywedsNewlyweds– First time home buyersFirst time home buyers– Professional investorsProfessional investors– Prospective investorsProspective investors
• Obtain a list of prospects that would benefit from Obtain a list of prospects that would benefit from your offer.your offer.
• Being visible in the Being visible in the community at large and community at large and within the professional within the professional community is an community is an important part of being important part of being successful. Getting successful. Getting involved and being involved and being visible may include:visible may include:– NetworkingNetworking– Community involvementCommunity involvement– VolunteeringVolunteering
• Give users a reason to explore your site. Give users a reason to explore your site. Include:Include:– Testimonials.Testimonials.– Organization memberships and community Organization memberships and community
involvement.involvement.– Information about yourself.Information about yourself.– Links to helpful information.Links to helpful information.– An “agent of the month” page.An “agent of the month” page.– Your contact information on every page.Your contact information on every page.– Something of value.Something of value.
• Write an article for local publications or Write an article for local publications or newspapers.newspapers.– Reprint the article and include it in a mailer to Reprint the article and include it in a mailer to
your database.your database.– Update your web site and include a link to the Update your web site and include a link to the
article.article.– Include the article in your monthly newsletter.Include the article in your monthly newsletter.– Reformat the article as a brochure and give it Reformat the article as a brochure and give it
to prospects and past clients.to prospects and past clients.
• Organize an event that benefits your Organize an event that benefits your community, school or institution.community, school or institution.– Send press releases to local newspapers, Send press releases to local newspapers,
radios and TV studios announce the event.radios and TV studios announce the event.– Invite local celebrities to attend the event.Invite local celebrities to attend the event.– Invite a DJ from a local radio station to act as Invite a DJ from a local radio station to act as
MC and provide entertainment.MC and provide entertainment.– Invite your past clients to participate in the Invite your past clients to participate in the
• Contact local talk radio Contact local talk radio shows and offer to do shows and offer to do a 30 minute show a 30 minute show about real estate about real estate topics and take call-topics and take call-ins.ins.
• Contact your local Contact your local newspaper and offer newspaper and offer to write a column to write a column about real estate about real estate topics or answer topics or answer questions on real questions on real estate related topics.estate related topics.
• Advertise sparingly:Advertise sparingly:– Advertise in community newspapers.Advertise in community newspapers.– Advertise in publications such as the Thrifty Advertise in publications such as the Thrifty
Nickel, Community Press or Tidbits.Nickel, Community Press or Tidbits.– Advertise in local publications that your Advertise in local publications that your
professional referral sources read.professional referral sources read.– Buy a bus bench sign in your farm that is in a Buy a bus bench sign in your farm that is in a
high traffic area.high traffic area.
• Track results of your advertising.Track results of your advertising.
• Provide value-added services such as free Provide value-added services such as free seminars to past clients and prospects.seminars to past clients and prospects.
• Publish a schedule and advertise it on Publish a schedule and advertise it on everything you send or give away.everything you send or give away.
• Send announcements to prospects and Send announcements to prospects and past clients.past clients.
• Advertise your event in the upcoming Advertise your event in the upcoming events section of your local newspaper.events section of your local newspaper.