Marketing Management

MARKETING
MANAGEMENT
Attract and Keep
Customers for Life
Instructor:
<<Instructor Name>>
<<Designations>>
2007 Council of Real Estate Brokerage
PRE-COURSE EVALUATION
Marketing Competency Assessment

PRIORITIES
MY PRIORITIES FOR THIS COURSE:
LEARNING OBJECTIVES
1. Assess effectiveness of current marketing plan and
the degree to which agents marketing efforts are
aligned with the plan.
2. Understand the customer in order to know how to
achieve the best return on the marketing
investment.
3. Select target markets to focus the marketing effort.
4. Create a company specific value proposition.
5. Understand how to differentiate the organization in
order to gain or maintain a competitive advantage.
LEARNING OBJECTIVES
6. Understand and incorporate activities that influence
buyers and sellers (marketing mix).
7. Identify ways to enhance brand awareness.
8. Develop ways to align the companys marketing
efforts with those of individual agents.
9. Examine outstanding marketing efforts in the field of
real estate.
10. Integrate specific planning template tools to direct
development of a company marketing plan.
THE MARKETING MANAGEMENT PROCESS
Tactical
Implementation
Strategic
l
ro
nt
Co
Marketing Mix
Positioning
Target Markets
Segmentation
Research
MODULE 1: RESEARCH & SEGMENTATION
Tactical
Implementation
Strategic
l
ro
nt
Co
Marketing Mix
Positioning
Target Markets
Segmentation
Research
TARGET MARKET VARIABLES

Geographic
Location
Demographic
Statistics
Psycho-graphic
Attitudes
Behavioralistic
Actions
Interests
MARKETING PLAN: PART 1

CUSTOMER PROFILE
INDIVIDUAL
CUSTOMER RELATIONSHIP INDEX

Advocacy
Community
Strong &
Mature
Connection
Identity
Awareness
Weak &
Immature
10

CUSTOMER RELATIONSHIP QUESTIONS
INDIVIDUAL
11
THE CONSUMER
CHARACTERISTICS OF HOME BUYERS:
The typical home buyer is 41 years old.
Among first-time buyers, the median age is 32.
61% are married.
For repeat buyers, the most important reason for their
purchase is a desire for a larger home.
12
THE CONSUMER
CHARACTERISTICS OF HOME SELLERS:
The typical home seller owned their previous home
for 6 years.
Among sellers at least 65 years old, the most
frequently cited reason for selling was a desire to
move closer to family and friends.
The task that sellers most often do themselves
without assistance was determining the listing
price (24%).
13
MODULE 2: TARGET MARKETS
Tactical
Implementation
Strategic
l
ro
nt
Co
Marketing Mix
Positioning
Target Markets
Segmentation
Research
14
PRODUCTS & SERVICES
CORE PRODUCTS
Concierge
Products
Ancillary
Products
15
FOCUS & CLARITY
Passion
Good At
Make Money
16
TARGET MARKET SELECTION

ATTRACTIVENESS
Ability to draw measurable
attention to company.
SUITABILITY
A good fit between the
segment & firms products,
resources & capabilities.
What factors make a market segment attractive?

What factors make a market segment suitable?
17
ADAPTING
1. What products and services need to stay?
2. What products and services should go?
3. What products and services need to be
added?
18

TARGET MARKET
INDIVIDUAL
19
TARGET MARKET STRATEGIES

SINGLE SEGMENT
S1
S2
S3
P1
P2
P3
20

SELECTIVE SPECIALIZATION
S1
P1
S2
X
X
P2
P3
S3
21

PRODUCT SPECIALIZATION
S1
S2
S3
P1
P2
P3
22

MARKET SPECIALIZATION
S1
S2
S3
P1
P2
P3
23

FULL MARKET COVERAGE
S1
S2
S3
P1
P2
P3
24
ELEMENTS OF VALUE
QUALITY
RELIABILITY
VALUE
ECONOMY
SATISFACTION
25
BROAD POSITION
Product
Leader
Operational
Excellence
Customer Intimacy
26
MARKET LEADERS
The best at one of the three value disciplines
Achieve adequate performance in the other

two
Keep improving their position in the chosen

discipline
Become more adequate in the other two
27

BROAD POSITION
INDIVIDUAL
28
PRICE POSITION
More for More

More for the Same
The Same for Less
Less for Much Less
More for Less
29

PRICE POSITION
INDIVIDUAL
30
SPECIFIC POSITION
SUPERLATIVE POSITIONING
Best
Most
Least
Biggest
First
_____est
31
SPECIFIC POSITION
SOURCE POSITIONING
Attribute
Benefit
User
Competitor
Category
32
Expertise
For buyers and sellers at every

stage of their lives, we represent
the most desirable properties in
the most sought-after locations
in the city and suburbs.
33
Expertise
With an insiders view of the

market, we know where to find
properties that match your wish
list and lifestyle.
34
Constantly reassess your

target market not just
what the company wants
to be, but what the real
client profile is.
35
Client Audit
Where does your client get information about
real estate?
What type of property does you client like?
What do your clients do in their spare time
hobbies, interests, etc.?
If your clients donate to a not-for-profit, what
kind of an organization is it environmental,
art, education, etc.?
If we were to hire a celebrity spokesperson for
our company, whom should it be and why?
36
Client Audit Results

The clients of the firm are a mirror of
the agents of who they are, in terms
of age, interests, etc.
Because Rubloff has agents of all ages,
the actual client profile is everything
from first-time buyers to multi-million
dollar buyers. This is not the same as
their target customers.
37
Parallel Marketing
38
Parallel Marketing
39
Parallel Marketing
40
Differentiation
You would expect the most

professional real estate company
in Chicago to have the areas
most experienced and
productive
sales team.
41
Contact:
Jim Kinney, President
Website: www.rubloff.com
Phone: 312 386 5300
42

SEGMENT VALUE POSITION STATEMENTS
INDIVIDUAL
43
MODULE 3: POSITIONING
Tactical
Implementation
Strategic
l
ro
nt
Co
Marketing Mix
Positioning
Target Markets
Segmentation
Research
44
COMPETITIVE ANALYSIS
PRODUCTS
PEOPLE
PROCESSES
PROFITS
45

COMPETITIVE ANALYSIS
INDIVIDUAL
46
COMPETITIVE INFORMATION
Recorded Data
Observable Data
Opportunistic Data
Media Scanning
47
THE CONSUMER
CHARACTERISTICS OF HOMES PURCHASED:
22% of recent home buyers purchased a new home.
78% of recent home buyers purchased a previously
owned home.
55% of buyers purchased a home in a
suburb/subdivision.
First-time buyers are more likely to purchase a home
in an urban area/central city.
48
THE CONSUMER
Neighborhood Choice
5 Convenient to shopping (28%)
4 Design of neighborhood (28%)
2 Convenient to job (48%)
3 Convenient to family/friends (36%)
1 Quality of neighborhood (63%)
6 Quality of school district (27%)
49
THE CONSUMER
Factors Frequently Compromised
2 Price of home/planned expenditures (17%)
1 Size of home (19%)
5 Style of home (14%)
6 Distance from job (13%)
3 Condition of home (15%)
4 Lot size (14%)
50
VALUE PROPOSITIONS
A strong value proposition delivers tangible
results.
A meaningful value proposition is written in
the customers language.
A sincere value proposition is easily
understood by everyone in the organization
and they know when its not being delivered.
A unique value proposition makes a statement
that no other competitor can claim.
51
THE GOOD
We successfully combines customer-oriented,
"high touch" service with a new level of
information technology.
Clients can expect creative, custom marketing
plans for sellers; innovative house-hunting
methods for buyers, and technology that
enables our associates to exceed client
expectations.
52
THE BAD
Your best source for real estate from the areas
largest real estate firm.
The oldest real estate firm with the most
experience agents with a commitment to
exceptional customer service.
53
THE UGLY
We sell more homes to more people than
anyone in the Tri-State area.
Home of the citys most popular real estate
agents.
54
THE GREAT
Realizing your dream for living is the heart of
everything we do.
The Corcoran Group
Our company is about people and homes.

About brining the two together so
harmoniously that life becomes more
pleasurable, more secure, more graceful.
John Daugherty Realtors
55

VALUE PROPOSITIONS
INDIVIDUAL
56
MODULE 4: MARKETING MIX
Tactical
Implementation
Strategic
l
ro
nt
Co
Marketing Mix
Positioning
Target Markets
Segmentation
Research
57
MARKETING MIX
A Marketing Mix means

activities that can influence
the prospect, buyer or seller.
58
THE CONSUMER
CONVENIENCE & COMMUNICATION:
1. The typical home buyer searched for a home 8
weeks.
2. The top 5 most used information sources.
Real Estate Agent (85%)

Internet (80%)
Yard Sign (63%)
Print Newspaper Ad (55%)
Open House (47%)
59
THE CONSUMER
3. The top 5 most useful information sources.
Internet (73%)
Real Estate Agent (69%)
Yard Sign (31%)
Open House (22%)
Print Newspaper Ad (20%)
4. Internet used frequently in home search

Ages 18-24: 69% Ages 25-44: 69%
Ages 45-64 49% Ages 65 +:
21%
60
THE CONSUMER
5. Action taken after gathering information.
Drove by or viewed home (74%)
Walked through a home viewed online (61%)
Found the agent used to search/buy (23%)
Request more information (22%)
Contacted builder/developer (11%)
6. Where buyers found the home they purchased.
15% Yard Sign
24% Internet
36% Agent
61
THE CONSUMER
7. The top 3 things buyers are looking for online:
1 Properties for Sale (96%)
2 General information about an area (21%)
3 Real Estate Company/Agent (3%)
62
THE CONSUMER
8. Internet searchers other sources of information:
6 Home Builder (25%)
8 Billboard (8%)
3 Print Newspaper Ad (57%) 4 Open House (49%)

7 Television (11%)
2 Yard Sign (64%)
1 Real Estate Agent (87%)
5 Home Book/Magazine (35%)
63
Matthew Ferrara & Company has

spent the last two decades
helping real estate businesses
maximize their training, their
tech support and stimulating
new ideas for how to use
technology to improve their
business results.
64
The Importance of Technology

The Consumer lives and dies by technology
REGARDLESS OF AGE!
The average seller is 47 years old and uses
technology in every facet of their lives
Real estate agents must use the same
technology as their clients
Top performing agents are as modern as the
latest technology
65
Myths About Technology

1. There is a gap between age groups and their
level of technology use.
2. Technology is too expensive
3. The seller wants the agent to run newspaper
ads
4. Technology doesnt last 20 years like your
Maytag.
66
Become Tech Savvy
Its an awareness problem
There are no silver bullets
Use all the technology you currently have
Your laptop must have a wireless card
Use a Blackberry
67
Resources
68
Contact:
Matthew Ferrara
Website: www.mfseminars.com
Phone:
800 253 2350
Blog:
blog.matthewferrara.com
69
THE FOUR Ps OF MARKETING
Product
Price
Place
Promotion
70
PROMOTIONAL TOOLS
Advertising
Sales Promotion
Public Relations
Sales Force
Direct Marketing
71
3 TIERS OF MARKETING
We dont know them
They dont know us
Website
Search Engines
Web Ads
We know
Print
Ads Them
They know Us
Blogs
Introductions
Referrals
Networking
We know Them
They dont know Us
Direct Mail
e-Marketing
Speaking
Newsletters
Home Shows
72
MARKETING MIX ACTIVITIES

Purpose:
Create Awareness
Make Contact
Make a Transaction
Tell Others
Introduce Us
Segment:
Consumer Group
Cost:
Single Event
Recurring
Frequency:
Daily
Weekly
Monthly
24/7/365
Goals:
Leads
Appointments
Contracts
Referrals
Introductions
73

MARKETING MIX
INDIVIDUAL
74
BUILDING THE BRAND

A BRAND NAME
Be consistent with value
positioning
Suggest product benefits
Suggest product qualities
Be easy to pronounce,
recognize & remember
Be distinctive
75
BRAND ASSOCIATION
Golden Arches
Big Mac
Ronald McDonald
High calories
Kids
Fun
Consistency
Paper Waste
Quality
Happy Meal
Value Meal
Charity
76
BUILDING THE BRAND

POSITIVE ASSOCIATIONS
Trigger Attributes
Trigger Benefits
Connote company
values
Exhibit personality traits
Suggest Users
77
STANDARDS OF USE
Trademarks & Logos
Colors
Identification
Copy
Artwork
Trademark Use
Templates
Approvals
78
STANDARDS OF USE
Resources
Platforms
Protocol
79
MARKETING DECISIONS
Who will create it?

How will it
be
distributed?
What is the
projected
cost/expense
?
ACTION
PLAN
80

MARKETING MIX ALIGNMENT
INDIVIDUAL
81
MODULE 5: IMPLEMENTATION
Tactical Implementation
Strategic
l
ro
nt
Co
Marketing Mix
Positioning
Target Markets
Segmentation
Research
82
About Tucker
83
Company-Agent Marketing
Joint Effort
Give Agents Latitude
Ask them to use good taste
84
85
86
87
I Need it NOW!!
Put your requests in writing
Allow plenty of time for production and
proofs
Well try to complete just listed
projects in 1-2 days if possible; ads, 2-3
days; for other projects, we ask for 5-7
business days
88
Marketing Department
89
Property Brochures
90
Builder Projects
91
Custom Postcards
92
Personal Brochures
93
Customized Announcements
94
Autonomy
Creativity within Company image
Work with the Marketing Department
Avoid Gas Wars
95
96
Discipline
All custom work is created free of
charge for agents
They can be printed on a high-speed
office color printer for a reasonable
price (first 100 free)
Or uploaded and printed via our vendor
97
Results
98
Contact:
Website:
Phone:
Jim Litten, President

www.fctucker.com
888 588 2573
99
MARKETING CAMPAIGNS
The goal of a campaign to attract
new customers is LEADS.
The purpose of a campaign to attract
new customers is to move them
from AWARENESS to IDENTITY on the
Customer Relationship Scale.
100
MARKETING CAMPAIGNS
The goal of a campaign to
existing customers is REFERRALS.
The purpose of a campaign for
existing customers is to move them
from CONNECTION to ADVOCACY on the
Customer Relationship Scale.
101

MAREKTING CAMPAIGNS
INDIVIDUAL
102
MODULE 6: CONTROLS
Tactical
Implementation
Strategic
l
ro
nt
Co
Marketing Mix
Positioning
Target Markets
Segmentation
Research
103
ELEMENTS OF CONTROL
Results
Internal vs.
External
Operations
104
MEASURING PERFORMANCE
LEADS
VS. HISTORICAL
VS. MARKET
NEW OPPORTUNITIES
TRANSACTIONS
REFERRALS
REPEATS
105

PERFORMANCE INDICATORS
INDIVIDUAL
106
APPLICATION
Tactical
Implementation
Strategic
l
ro
nt
Co
Marketing Mix
Positioning
Target Markets
Segmentation
Research
107
TREND SETTER
Select a marketing strategy or tactic that you will
either start doing or keep doing when you return to
your office.
Identify its appropriate place in the Marketing
Management Process.
Why will it make your company a Trend Setter?
What action will you take to implement or enhance
this strategy or tactic in the next 30 days?
108
MARKETING
MANAGEMENT
Attract and Keep
Customers for Life
Thank you for attending!
109

Marketing Management

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MARKETING

2007 Council of Real Estate Brokerage

Marketing Competency Assessment

2007 Council of Real Estate Brokerage

THE MARKETING MANAGEMENT PROCESS

MODULE 1: RESEARCH & SEGMENTATION

TARGET MARKET VARIABLES

MARKETING PLAN: PART 1

2007 Council of Real Estate Brokerage

CUSTOMER RELATIONSHIP INDEX

2007 Council of Real Estate Brokerage

MARKETING PLAN: PART 1

2007 Council of Real Estate Brokerage

2007 Council of Real Estate Brokerage

MODULE 2: TARGET MARKETS

2007 Council of Real Estate Brokerage

PRODUCTS & SERVICES

2007 Council of Real Estate Brokerage

FOCUS & CLARITY

TARGET MARKET SELECTION

What factors make a market segment attractive?

2007 Council of Real Estate Brokerage

MARKETING PLAN: PART 2

2007 Council of Real Estate Brokerage

TARGET MARKET STRATEGIES

2007 Council of Real Estate Brokerage

TARGET MARKET STRATEGIES

2007 Council of Real Estate Brokerage

TARGET MARKET STRATEGIES

2007 Council of Real Estate Brokerage

TARGET MARKET STRATEGIES

2007 Council of Real Estate Brokerage

TARGET MARKET STRATEGIES

2007 Council of Real Estate Brokerage

2007 Council of Real Estate Brokerage

The best at one of the three value disciplines

Achieve adequate performance in the other

Keep improving their position in the chosen

Become more adequate in the other two

2007 Council of Real Estate Brokerage

MARKETING PLAN: PART 2

2007 Council of Real Estate Brokerage

More for More

2007 Council of Real Estate Brokerage

MARKETING PLAN: PART 2

2007 Council of Real Estate Brokerage

2007 Council of Real Estate Brokerage

2007 Council of Real Estate Brokerage

For buyers and sellers at every

With an insiders view of the

2007 Council of Real Estate Brokerage

Constantly reassess your

2007 Council of Real Estate Brokerage

Client Audit Results

2007 Council of Real Estate Brokerage

2007 Council of Real Estate Brokerage

2007 Council of Real Estate Brokerage

You would expect the most

2007 Council of Real Estate Brokerage

MARKETING PLAN: PART 2

2007 Council of Real Estate Brokerage

2007 Council of Real Estate Brokerage

2007 Council of Real Estate Brokerage

MARKETING PLAN: PART 3