1. Slide 6-1 The Marketing Mix CHAPTER 6

2. Slide 6-2 Why Market?  Motivate customer to take action  Create memorable awareness for the future ?

3. Slide 6-3 Distance  Absentee buyers and owners  Where to market?  How to prospect? close Are You #1? Decision Time  Long decision time— months, years  Shop while visiting  Purchase offseaso n close Two-thirds of buyers only contact ONE agent during the property search process. How can you make sure that you are that one agent? close Market Conditions  Step up efforts when market is down  Reallocate for most bang for buck close

4. Slide 6-4 Marketing Means Alignment  Properties and services consumers want  Right product  Right price  Right time

5. Slide 6-5 Basic Research  Does my business support promotion of what consumers want to buy?  Your observations are valid  Formulate objectives based on market area, customer base, properties Who are my current and potential clients and customers? Characteristic demographics How do I compare to my competitors? Where are customers and clients located now?

6. Slide 6-6 Marketing Media  Match the media and message to the audience What does the target audience read and hear? Evaluate cost- benefit of available media Information Sources #1 Internet #2 Real estate agents What is my budget?

7. Slide 6-7 Tracking Responses  Tells you which media are most effective  Payoff may be long term Use identifier codes Ask how the person heard about you Spend the most where you make the most Distinct e-mail addresses and phone numbers

8. Slide 6-8 6 Questions to Ask Customer focused or Unique reflection or Emotional appeal or Market niche or Customer benefit or Professional    Ego focused? Indistinguishable? Resume? General? All about you? Junk mail?

9. Slide 6-9 Personal Branding  Create a memorable image  Establish expertise  Build reputation  Enhance marketplace recognition  Create “shelf space” in consumer’s mind

10. Slide 6-10 Personal Branding Everything about you—your appearance, you car, your office, how you answer the phone, how you treat your customers—creates a “brand” in the public’s mind. Google your own name

11. Slide 6-11 How Buyers Find Real Estate Agents

12. Slide 6-12  Value proposition  Repetition  Logo and tagline  Consistent Creating Your Brand  Commitment  Authoritative  Congruent  Professional Idiosyncratic  Memorable  Attractive ?

13. Slide 6-13 What do these personal brands communicate? “Eloise Sells Dallas”

14. Slide 6-14 The Generational Mix  Working with different generations Buyer Age Vacation Properties Investment Properties Under age 4546%50% Age 45 to 542324 Age 55 or over3126 Median age (years)47 years45 years