REALTOR® Magazine Online: 2 Marketing Plans¿Made Even Better (Part 2)

YOUR INTERACTIVE MAGAZINE

REALTOR.ORG/realtormag
.


	8-Step Personal Marketing Plan Advanced tips Broker tip Elements of a Budget 3 Sample Marketing Plans 2 Marketing Plans: Made Even Better 8 Personal Marketing Mistakes to Avoid Becoming Your Own Brand Advanced tip Finding Your Niche Advanced tip Broker tip Getting the Word Out Personal Marketing in Print Advanced tip Advanced tip Personal Marketing Online Broker tip Gifts and Giveaways Personal Marketing in Person Measuring Your Marketing Advanced tip Quiz: Personal Marketing Bright Ideas: Personal Marketing More Resources: Personal Marketing Code of Ethics: Personal Marketing		2 MARKETING PLANS—MADE EVEN BETTER (Continued) Patrick Cowne Marketing costs: $30,000 annually Overall Impression 2 MARKETING PLANS—MADE EVEN BETTER (Continued) Patrick Cowne Marketing costs: $30,000 annually Overall Impression Consistent use of “Run With a Winner” theme and photo helps build recognition. “Exceeding Your Expectations” is a good slogan, but do more to prove it to me by giving concrete examples of what you can do and what customers think of you. Highlight points in the bio, such as CPA and mortgage banking background, which set him apart. Use bullets. He needs a new photo. Either go dressy casual or choose a suit and tie; this look is too informal. Pieces look very generic, too rubber-stamped; needs more creativity and individuality. He needs to include his Web site and e-mail address on all his pieces. Postcard Series. Add more offers, such as the offer of the “29 Essential Tips.” It’s the best promotion because it will encourage calls; build more of the program around that offer. For example: “Everyone in town is talking about the 29 Essential Tips. If you want to sell your home faster, call Patrick Cowne today for this valuable information.” A good idea to save money: Print multiple cards in color and leave backs blank for changing messages. Reduce the copy on the cards. Try short phrases instead of long sentences. Cut out the fluff and add more white space to improve readability. Make phone number larger.

			Brochure
			Uses photo well as identity-builder. Don’t change the marketing line “Exceed Your Expectations” to “Leading the Way.” Stay consistent. Good use of white space. Enlarging type and reducing the amount of copy would make it even better. Headlines do a good job of highlighting key points. Size is good for fitting in a business-size envelope for mailing. Consider adding the offer of “Tips” or other report here. Too much of the copy is in white; it’s hard to read. This piece doesn’t seem to have a clear purpose. How is its use different from the postcards? Shorten sentences; they’re too wordy and vague. Makes the reader work too hard to find the information.

			Home Listing Sheet Again, good consistency in use of runner, personal photo, and slogan. 24-hour information line is good; well placed at top. Black background sets off pictures of houses nicely. Small size makes it unusual and allows for more copies on each printed sheet.
			Marketing Critiques, next page >

Copyright THE NATIONAL ASSOCIATION OF REALTORS® | Headquarters: 430 N. Michigan Ave., Chicago, IL 60611 |
DC Office: 500 New Jersey Ave. NW, Washington, DC 20001 | 1 800 874 6500