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|  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 | PERSONAL MARKETING IN PRINT Direct mail is the next best thing to face-to-face marketing. Successful direct mail depends upon presenting an image of quality—no cheap junk mail—and on offering consumers substantive information that they can use. 10 Tips for Compelling Copy 1. Use words that motivate and interest your prospects and entice them to contact you (“Call me when...” or “Tell your friends...”). 2. Use warm, simple, and direct words in short, crisp, and to-the-point sentences. 3. Answer the question your prospects are asking: “What’s in it for me?” 4. Establish yourself as the “go-to” person for a specific niche or consumer need. 5. Include a statement of your personal values as a real estate salesperson. 6. Include your telephone number, fax number, Web site address, e-mail address, and any other contact information. 7. Provide prospects with solid information about buying, selling, and owning a home. 8. Include real-life endorsements and testimonials with clients’ full names. 9. Create a memorable tag, or ending, line that will stick in readers’ minds. 10. Put a different alphanumeric code near your telephone number on every marketing piece, so you’ll be able to track the responses. TIP: Lead customers toward the testimonials you want. When past customers say, “What do you want me to write about you?” suggest, “Were my services worth the fee?” or “Why did you and three generations of your family stick with me for a decade?” TIP: Among topics you could send to prospects are: “7 Steps for Safe Selling,” “8 Issues to Consider in Negotiating a Sale,” ”15 Questions to Ask Your Agent,” and “Home Warranty Checklist.” See more at www.checklistsandsystems.com. —Kim Daugherty, Gundaker, REALTORS®, Maryland Heights, Mo. Write Compelling Headlines Some experts say 90 percent of the effectiveness of a marketing piece depends on the headlines. Real estate marketer Wanda Loskot suggests you:
Sample reports for prospects, next page > | Keep It Ethical Although general solicitations describing your services are permitted, never direct specific solicitations to prospects who have exclusively listed their property with another company while the listing is in force. Standard of Practice 16-2 |