Transcript PCC Overview Presentation

The Preferred Client Club (PCC)
A turnkey solution for keeping in touch with past clients
What is the Preferred Client Club (PCC)?
• A turnkey solution for following up with past clients and building
their loyalty through a series of personalized, value-added
communications over a 5-year or 7-year (your choice) time
period
• 8 personalized touches each year, for a one-time fee of only $38
for 5 years or $53 for 7 years.
• Personalized welcome letters
• At Home with CENTURY 21® magazine - Six issues per year
• Seasonal greeting cards – Twice per year
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
Why PCC?
• Follow-up is critical!
• Industry research identifies follow-up as a key factor in
developing referral and repeat business!
• Follow-up after closing is the most important action to take to
generate customer goodwill (J.D. Power and Associates® Home
Buyer/Seller Satisfaction Study)
• Over ½ of home buyers and sellers learn about their real estate
agent from prior experience or a referral BUT
– only 11% of the buyers actually used the same agent again1
– only 23% of the sellers actually used the same agent again1
1
NAR® Profile of Home Buyers and Sellers, 2007
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
PCC Program Generates Results!
Fact.
More than half of homebuyers learn about their real estate agent from
prior experience or a referral.**
Fact.
PCC members are significantly more likely than non-members to have
referred friends, relatives or colleagues to their CENTURY 21 office/agent **.
Fact.
Referrals reported during the last year as a direct result of PCC
enrollments:
 Brokers - average of 5 referrals
 Agents - average of 7 referrals
Fact.
PCC members are significantly more likely than non-members to use
CENTURY 21 for their next transaction.**
Fact.
Nearly two out of three PCC members would like their membership to
be renewed at expiration.**
** CENTURY 21 Preferred Client Club Study conducted b y Genesis Marketing and Research, Inc., August 28, 2008.
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
At Home with CENTURY 21® Magazine
• Published by Meredith Corporation,
whose publications include
Better Homes and Gardens
Parents
Family Circle
and more
• Strong branding
• Vibrant eye-catching covers
• Agent and Broker testimonials
throughout
• Current distribution of approx. 500,000
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
Greeting Cards
Spring & Fall Greeting Cards
Choice to receive first and
write a personal note (at office
level), or have sent directly to
client
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
The PCC Member Management System
It’s easy, convenient and gives you more control...
• Conveniently accessed through 21Online.com
• Enables users to initiate and maintain memberships for their
clients in the PCC program
• In addition, users can generate reports, access and
manipulate member data
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
Enrolling your clients is easy!
•
Via the buyer/seller screen in CREST EDG
•
Via PCC Member Management System on 21Online.com
•
Request a "PCC Kit" from PCC customer service office at 800-876-1791,
or emailing them at [email protected]
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
Recent Enhancements to At Home with CENTURY 21®
NEW!! Gold
Masthead
consistent
with Brand
colors
NEW!! Broker/Agent
name front and center on
the Front Cover
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
Recent Enhancements to At Home with CENTURY 21®
Enhanced Table of Contents Page
Personalized message by
sponsoring broker/agent
NEW!!
Broker/agent contact info
An Effective Tool
93% readership rate
88% felt valued as a client
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
Information and Help
Preferred Client Club Specific Help
•
21Online.com > Marketing Tools > Preferred Client Club (PCC)
•
PCC Customer Support Center 1-800-876-1791 or email at
[email protected] (Call or email with name and mailing address
to request a PCC Kit)
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
Request a PCC Kit
CONTENTS
Copyright © 2008 Century 21 Real Estate LLC. All rights reserved.
•
Forms
•
At Home With CENTURY 21®
magazine
•
Greeting Card example
•
Welcome Card Example
•
Program Summary Card
(reverses to access info)
•
Rationale Card
•
Info on how to contact PCC
Customer Service