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Resort & Second-Home Markets Course. CHAPTER FOUR. In This Section. Marketing and communications strategies Sharing “best practice” ideas Networking and referrals. Marketing Means. Align the way you sell with how customers buy Sales insurance Ensures right action, product, and time - PowerPoint PPT Presentation
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4.1RESORT AND SECOND-HOME MARKETS CHAPTER FOUR
Resort & Second-Home Markets Course
CHAPTER FOUR
4.2RESORT AND SECOND-HOME MARKETS CHAPTER FOUR
In This Section
•Marketing and communications strategies
•Sharing “best practice” ideas
•Networking and referrals
4.3RESORT AND SECOND-HOME MARKETS CHAPTER FOUR
Marketing Means . . .
•Align the way you sell with how customers buy
•Sales insurance
•Ensures right action, product, and time
•Marketing strategy = “what”
•Tactics = “how”
4.4RESORT AND SECOND-HOME MARKETS CHAPTER FOUR
Marketing Plan Basic Research
•Where are customers located?
•Comparison to competitors?
•Current and potential customers and clients?
•Characteristics and demographics?
4.5RESORT AND SECOND-HOME MARKETS CHAPTER FOUR
4 “Ps” of Marketing
•Promotion, Product, Price, Place
•Promote the Product customers and clients want, at the right Price, and at the right Place.
4.6RESORT AND SECOND-HOME MARKETS CHAPTER FOUR
Information SourcesVacation
Homes
Investment
Homes
Real estate agent 28% 34%Friend or relative 23% 17%
Yard sign 16% 17%
Knew the sellers 9% 12%
Internet 8% 9%
Newspaper ad 7% 6%
Homebuilder 3% 3%
Home book magazine 1% 1%
4.7RESORT AND SECOND-HOME MARKETS CHAPTER FOUR
The Marketing Mix
• Location of target audience?
•What do they read, see, and listen to?
•What is the message?
•Media available?
•Preparing content for and accessing the media?
•Budget constraints?
•Most cost-effective?
•Best time to reach the target market?
4.8RESORT AND SECOND-HOME MARKETS CHAPTER FOUR
Skill Builder Tip
Brochures on a budgetThe local visitors bureau may be able to provide preprinted four-color brochure shells that feature local landmarks and amenities; the shells can be overprinted with your promotional information. Or, try searching on the Internet for “brochure paper.”
4.9RESORT AND SECOND-HOME MARKETS CHAPTER FOUR
Marketing Media
•Brochures
•Newspapers
•Newsletters
•Direct mail
•Convention & visitor bureau material
•Local area buyers guides
4.10RESORT AND SECOND-HOME MARKETS CHAPTER FOUR
Internet Marketing
•Bargain compared to print media and direct mail
•Include Web site, e-mail, and phone number on everything
•55% search for homes on the Internet
•77% who searched on the Internet purchased through real estate agents
4.11RESORT AND SECOND-HOME MARKETS CHAPTER FOUR
Build a Better Web Site
•Register with search engines every 2-3 weeks
•Meta-tags
•Sticky Web sites
•Search word analysis
•Hotlinks
•Credentials and certifications
•Standardized follow-up procedure!
4.12RESORT AND SECOND-HOME MARKETS CHAPTER FOUR
Skill Builder Tip
Return to SenderA link from your Web site to another may inadvertently encourage visitors to leave your Web site. Make sure the linked site appears in a new window so that your Web site remains open in the background.
4.13RESORT AND SECOND-HOME MARKETS CHAPTER FOUR
Weblogs
•Interactive online newsletters or personal journals
•Keeps visitors returning regularly
•Ideal for fostering customer relationships
4.14RESORT AND SECOND-HOME MARKETS CHAPTER FOUR
Virtual Tours
Ask Before You Buy . . .
•Is the price within my budget?
•Will viewers need to download a plug-in?
•Can it be played by any ISP?
•How large are the digital files?
Best - - still shots for small homes, panoramas for large homes
4.15RESORT AND SECOND-HOME MARKETS CHAPTER FOUR
Going Off the Web Site
•Don't rush
•Make yourself available
•Show your worth
•Provide timely responses
•Be open-minded
4.16RESORT AND SECOND-HOME MARKETS CHAPTER FOUR
E-mail Etiquette
•Don't YELL
•Just the facts, ma’am
•Less is more
•Easy on the formatting
•Cheek yore speling
•The joke may be on you
•Tell them your sign
•Return to sender
4.17RESORT AND SECOND-HOME MARKETS CHAPTER FOUR
Test Your E-mail IQ
LOL BTW F2F FAQ
FYI NRN L8R L8R
COB SLAP MTF EOM
CU OBO POV TX
Snail mail
4.18RESORT AND SECOND-HOME MARKETS CHAPTER FOUR
Do Not Phone, Fax, E-mail
•CAN-SPAM Act
•Junk Fax Act of 2005
•Do Not Call Registry
•Fair and Accurate Credit Transactions (FACT) Act
4.19RESORT AND SECOND-HOME MARKETS CHAPTER FOUR
“Experts” Network
•Stay informed
•Help deliver top quality customer service
•Broader perspectives on real estate issues
•Automatic coalition partners
•Builders, engineers, surveyors, developers, insurance agencies, travel agents, housekeepers, landscapers, and building trades
4.20RESORT AND SECOND-HOME MARKETS CHAPTER FOUR
Skill Builder Tip
Build Your Experts Network Start building your experts network by selecting three people who would be good candidates. Invite them to lunch, outline the plan, and then ask each of them to invite one more person. Contributions and assistance must flow in both directions and the value of members can be determined by their contribution and their ability to stay focused on the issues for which the network was created.
4.21RESORT AND SECOND-HOME MARKETS CHAPTER FOUR
Referral Network Keys to Success
•A long-term time frame
•Relationship building first, individual transactions second
•Ask for referrals
4.22RESORT AND SECOND-HOME MARKETS CHAPTER FOUR
Four Principles of a Referral-Based Business
1. Personal equity
2. Ask in the right way
3. Accept and responsibility
4. Consistent follow through and follow up
4.23RESORT AND SECOND-HOME MARKETS CHAPTER FOUR
Skill Builder Tip
Strategic networking
If networking is to succeed, it must become a part of your business and strategic planning. It requires the following commitments:
Time
Effort
Money
Focus Plan
4.24RESORT AND SECOND-HOME MARKETS CHAPTER FOUR
Top 10 Most Common Referral Mistakes10. Choosing the wrong network to join.9. Not being actively engaged in the network.8. Letting the network consume you and your time.7. Not giving referrals yourself.6. Not thanking people who give you referrals.5. Doing a bad job.4. Not communicating updates.3. Not tracking the results.2. Not marketing yourself.
1. Not asking for the referral.
4.25RESORT AND SECOND-HOME MARKETS CHAPTER FOUR
Referral Best Practices
•Determine the region that best meets client needs
•Research market dynamics
•Check your office policies
•Research major firms in the market
•Prepare for agent interviews
•Make contact with the firm
4.26RESORT AND SECOND-HOME MARKETS CHAPTER FOUR
Referral Best Practices
•Schedule agent interviews
•Interview agents and discuss compensation
•Share specific information
•Set expectations
•Prepare the client
•Hand off client to receiving agent
•Monitor the transaction