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INNOVATIVE MARKETING TECHNIQUES FOR BUYER'S REPS

Objective
One of the reasons for the failure or only modest success of licensees is their inability to focus on the consumer's needs and to market their services accordingly.

With a clear vision of the consumer's needs, an awareness of marketing principles, and a solution oriented approach the practitioner can better serve their clients and enjoy a greater level of success in their careers. How to have the consumer sign the buyer agency agreement is highlighted in this powerful marketing course.

Part 1- Developing a Marketing Awareness & Vision

A. Introduction - Goals and Agenda
B. Three Question Survey
C. Home Buyer Profiles 1. Market has changed - Buyer's agents in demand
2. Home searching D. Compensation
E. Searching for the "Ideal Agent"
F. Buyer Satisfaction
G. What Buyer's want most
H. The Nine Deadly Truths that could kill your business (From Real Estate Rainmaker" by Dan Gooder Richard)
I. Thinking out of the Box - Creative Exercises
J. A Walk in the Consumers shoes - Problems and Solutions
K. Laws of Marketing (From the 22 Immutable Laws of Marketing," by Al Riesand Jack Trout)
L. Positioning (Based on "Positioning" by Al Reis and Jack Trout) - The marketing battle is fought in the consumers mind.
M. The Best of Everything? (Based on "The Myth of Excellence" by Fred Crawford & Ryan Matthews) 1. The 5 Attributes of a Business Transaction
2. The Goal
3. On what attributes could a buyer' rep (you) dominate or differentiate? N. How much are you Worth?
O. Unbundling the transaction (Is it right for you?)
P. Determining marketing strategies
Q. Know your numbers - Average Compensation/Measuring Results

Part II - Getting to Bat

A. Horizontal Marketing

1. Marketing to attract new/un-referred prospects
2. Top 5 Media for Initial contacts
3. Open House Strategies
4. Set-Up
5. Key Points/Questions
6. Follow-up--Counseling Appointment
7. Yard-Signs
8. Direct Response Marketing (From Real Estate Rainmaker by Dan Gooder Richard)
9. Converting the Horizontal Buyer Prospect B. Vertical Marketing 1. Marketing to build relationships
2. Sphere of Influence
3. Agent to Agent referrals
4. Other Professional referrals
5. Company Orphans
6. Transaction Phase Marketing
7. Lunch Assignment
  Part III - Marketing in the Counseling Session

A. Lunch Assignment Discussion
B. Three Question Survey Review (from the morning's survey)
C. Getting from Contract to Contract

1. Gainful Employment or Unemployment - Its your choice
2. Positioning - find your marketing attributes - USP's
3. Re-Positioning your competition
4. If you want your business, you must take the business
5. What's the commodity you trade
6. Eliminating the three (3) "U's"
7. The Power in Words
8. The Job Interview - CITO - Let the Positioning Begin
9. Interviewee or Interviewer
10. We've all come to expect LESS - Opportunity is knocking
11. Business Consultant or Salesperson
12. Embrace what you can not change - Everything is a marketing opportunity
13. Top Three (3) Agent Fears towards Buyer Employment Agreements
14. Group Exercise a. You want me to sign WHAT? WHY?
b. Twenty (20) Questions - Differentiate or Die!
c. Would You like the Blue or Black Pen?
d. Sign now or later?
e. Placing a "Sign" on your Buyer
  Part IV - A Potpourri of Marketing Ideas and Philosophy

Differentiation - Standing out in a crowded marketplace
Class Brainstorming - two or three of the best ideas you have used
Building a Trophy Database
Contact Management Systems
D. Image Building and Branding - The Battle is fought in the consumer's mind

1. Consistency & Frequency
2. What's in a Name - Your Name -..Is it memorable?
3. Stepping Outside of the Box a. When You're Small and have little to lose - Dare to be Different
b. Unique Photo's - Are they memorable E. Horizontal Marketing - Making the phone ring today 1. What Opportunities exist in your marketplace F. Transactional Marketing - Planting the seeds of Differentiation

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