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
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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
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Develop a presentation package
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Write newspaper and magazine articles
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Create a newsletter – snail mail or electronic
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Consult with a publicist
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Telemarketing
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Market to companies relocating to your area
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Develop contacts with property management firms
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Present home buying seminars
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Ramp Up Your Web Site
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77% of homebuyers used the Internet
as an information source and 15%
found their home on the Internet
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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
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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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