Project Overview
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Transcript Project Overview
7. Building Your Buyer
Representation Business
In this chapter
Developing a personal marketing plan
Finding qualified buyers
Reaching out to potential buyers
Using your ABR as a market edge
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Developing a Marketing Plan
1. Define your objectives and goals
2. Target a specific audience
3. Differentiation
4. Refine your message
5. Determine the best media
6. Create your action plan and a schedule
7. Prepare a detailed budget
8. Measure your results
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Locating Qualified Buyers
People you know
People you don’t know
Referrals
Events
Marketing media
Interviews
Other opportunities
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How Buyers Find Real Estate
Agents
Friend, neighbor, or
relative
Used licensee
previously
Internet Web site
All buyers
First-time
buyers
Repeat
buyers
40 %
49 %
35 %
13 %
2%
19 %
7%
8%
7%
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Information Sources
All buyers First-time
buyers
Repeat
buyers
Real Estate Agent
85 %
84 %
85 %
Internet
80 %
83 %
78 %
Yard Sign
63 %
63 %
62 %
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Outreach Methods
Develop a presentation package
Write newspaper and magazine articles
Create a newsletter – snail mail or electronic
Consult with a publicist
Telemarketing
Market to companies relocating to your area
Develop contacts with property management firms
Present home buying seminars
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Ramp Up Your Web Site
77% of homebuyers used the Internet
as an information source and 15%
found their home on the Internet
96% of buyers search the Internet to
find property information, 3% to find
a real estate agent
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ABR® – the Marketing Edge
Benchmark of excellence in buyer
representation
Emphasize your education focused on
representing buyers and demonstrated
experience
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REBAC National Marketing
REBAC’s Consumer Focus
National advertising campaign
promoting ABR® and ABRMSM
National press coverage
Wall Street Journal, USA Today
- 1,500 daily newspapers
- 8,500 suburban weeklies
Nearly 350 nationally broadcast
commercials on the radio
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Marketing Tools from REBAC
Postcards
Ad
slicks
Press releases
Logos and stickers
Your own home page with your own URL –
www.rebac.net\Your name
Homebuyer’s
Toolkit
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Find a Buyer’s Rep
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Congratulations!
You’ve completing the first step to
achieve the Accredited Buyer’s
Representative designation!
Next
Complete one elective course
Document five completed
transactions
Maintain REBAC membership
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