Real Estate Marketing Basics for an Agent

RE/MAX Mumbai – Gujarat – Maharashtra
REAL ESTATE MARKETING BASICS FOR
AN AGENT
SAHIL SHAH
REGIONAL MANAGER
RE/MAX MUMBAI GUJARAT MAHARASHTRA

• Promote yourself
• Get noticed
• Multiply your leads
• Set yourself apart
• Stay in touch
RE/MAX Mumbai Gujarat Maharashtra www.remax-mgm.com

Top 10 “most effective” advertising media used by
top producing agents.
1. Word of mouth.
2. “For sale” signs.
3. Home sale magazines.
4. Farming newsletters.
5. Newspaper classified.
6. Open houses.
7. “Just listed”, “just sold” postcards.
8. Property brochures or information booklets.
9. Business cards.
10. Personal brochures.

The next 10 most effective media.
11. Telemarketing.
12. Television advertising.
13. Ad speciality items.
14. Special events.
15. Directory listings.
16. Telephone hotline.
17. Yellow page advertising.
18. Door hangers.
19. Radio advertising.
20. Online / internet advertising.

Build a base
How to use prospecting tools to expand your client opportunities.
A. Communicate consistently with prospective clients – prospects
will be more likely to call you for all their real-estate needs and
recommend you to family and friends.
B. Develop special-group prospect lists:
• Residents of your selected sub-division or neighbourhoods.
• Persons of influence, common referral sources.
• Retirees, singles, the elderly.
• Local retailers.
• Local financing institutions.
• Apartment and townhouse occupants.
• Potential real estate investors.
• Relocation officers of large companies.

C. Types of prospecting:
• Phone calls.
• Door-to-door.
• Classified ads/property magazines.
• Direct mail.
a) Personalise for your audience.
b) Refine your mailing list so that you have a target market.
c) Avoid ads that compete with your direct mail message.
d) Automate your mailing and have more time for clients (assistants
may help).
D. Prospecting tools:
• Postcards.
• Recruiting cards.
• Presentation folders.
• FSBO brochures.

Promote yourself
How to make yourself stand out from your competition
and increase your revenue through the effective use of
Personal Promotional Tools.
A. Tell prospects who you are, where you are, and what sets
you apart. (Have a business plan).
B. Use personal promotion brochures, postcards and flyer
sheets that illustrate your unique abilities and expertise.
(Remember to always have RE/MAX and your name &
photo clearly illustrated on the promotion).
C. Choose a consistent design (eg. Colours, themes, copy &
type) that best fits your personality and expertise.

A. Personal promotion tools:
• Brochures – use for listing presentations and open houses:
targeting new areas, expired listings, temporary renters and
past clients; Or networking groups such as
conventions, chamber of commerce, special interest
groups, clubs and organisations of For Sale By Owners.
• Postcards – use a higher impact business card; for special
occasions (birthdays, anniversaries); broadcast mailing; and
as a follow-up to phone solicitations, social encounters or
new listings.
• Flyer sheets – use for listing presentations; Property
information flyers; Special notes and personal information
flyers.
• Business cards.
• FSBO brochures.

Stay in touch
How to make your past customers your best
prospects.
A. Stay in touch with your current client base as
they can lead to referrals and future
transactions, whether they stay in the area or
not.
B. Include in your target audience: past
clients, referral resources and relocation
officers of large corporations.
C. When staying in touch with couples, be sure to
acknowledge each individual.

d. Tools to help you stay in touch:
• Greeting cards -
birthdays, anniversaries, Christmas etc…
• Stay-in-touch cards.
• Gifts for father’s day; mother’s day; Christmas or
simply for stopping by and saying hello (eg.
newsletters and self-mailers).
• Note cards.
Remember that repeated contact is the key to
recognition and increases the chance of your
client calling you.

Be Accessible/Be found
How technology can bring new customers to you.
• Clients want a real estate agent who is accessible and
available for immediate answers to all their questions.
• Ensure that your customers can reach you by cell phone; at
home; at the office or via e-mail.
• Use one phone number for your cell phone; home and
office so prospects can reach you easily and quickly.
• Respond to e-mail and voice messages promptly.
• Stay up-to-date on current market trends.

Know and use your clients preferred form of communication.
Take advantage of the internet.
• Create your own personal website to promote your
services and properties of your existing website that
RE/MAX has to show your clients how professional you
are.
• (Go into the RE/MAX internet and RE/MAX Connect
website at least once a week to find out more about the
system).

Farming strategy
Introducing yourself to your area
• In order for you to become known and remembered, your goal
should be to reach the property owners in your area 24 times a
year. To reach means to make contact; whether by letter; note;
flyer; pamphlet; telephone or personal contact. This means in your
area of 1000 properties you need to make 24 000 “contacts” a year.
• This may seem to be a huge undertaking but if you break it down as
follows the system is manageable:
• Using a map, cut your farming area into 25 “zones” of
approximately 40 properties. Plan your strategy as follows:
• Introductory campaign – 8 contacts per annum
• Monthly pamphlets – 12 contacts per annum
• Quarterly newsletters – 4 contacts per annum

• Use the following chart to plan your introductory campaign:
• On this basis you can do two campaigns a year, each campaign lasting 25
weeks, resulting in you contacting each property owner 8 times.
Farming Strategy – Introductory Campaign
Week Flyer Phone Knock Note
1 Zone 1 - - -
2 Zone 2 Zone 1 - -
3 Zone 3 Zone 2 Zone 1 -
4 Zone 4 Zone 3 Zone 2 Zone 1
10

• A flyer means: …
An easily recognisable introductory leaflet with a consistent
layout; colour; logo; catch phrase and message by which the
recipient will remember you and your name. This is all you are
aiming to achieve, even if it’s just for the time it takes for him
to remove it from his post-box and place it in the bin! After
the third flyer you name will be synonymous with real estate.
• To phone means …
A short, respectful and non-threatening call to simply
introduce yourself and to offer your assistance with any of
their real estate needs. You should also mention that you will
be popping by shortly to meet them and give them one of
your handy little promotional gifts.

• To knock means …
Visiting your area to meet and get to know your owners and
presenting them with a small promotional gift like a fridge
magnet, school timetable, calendar or perhaps a bookmark – all
with your details on of course! Be sure never to overstay your
welcome. Offer assistance wherever possible and show your energy
and enthusiasm for the real estate business.
• A note means …
A few words of appreciation for the time spent talking with you on
your visit around the area. This should be slipped into their post-
box the day after your visit whilst you are still fresh in their
memory. You may also like to comment on a few things you noticed
whilst in their property: for example, their beautiful roses or
sparkling pool. Guard against sounding effusive or insincere but
allow the note to be as personal as possible.

• To consolidate this campaign you should send out a monthly
pamphlet to your entire farming area – all 25 zones. Ensure
that the message on these pamphlets is consistent and
unique as this is what the property owner will remember you
by. Obviously, as you need to be remembered, your
photograph and name should be on all correspondence the
potential client receives.
• The last strategy in your farming campaign is a quarterly
newsletter. This newsletter should cover items of interest in
the community with a focus on property, for example, the
statistics of the latest sales; property developments etc.
• To summarise, a property owner in your farming area will
receive the following from you in a 12 month period:

• 2 specific flyers
• 2 telephone calls
• 2 knocks
• 2 personal notes
• 12 pamphlets
• 4 newsletters
• That is a total of 24 contacts – after this you definitely will be
remembered! If your campaign is consistent, professional and
non-threatening to the property owner you will receive the
benefit of increased business.
• Estate agents do not fail because of what they do not
know, but because they do not practise what they do know.

Tie it all together
How you make customers know it’s you
EVERY TIME.
A. Build consistency in your marketing plan.
• Repeat specific design elements throughout
your marketing materials (eg. Consistent
colours; slogans & themes).
• Time your marketing strategies wisely.
1. Frequent simple promotions are more
effective than occasional flashy ones.

2. Don’t leave the public eye for long
periods of time.
3. Changing messages of media frequently
will confuse your audience.
B. Create a yearly schedule and stick to it.
Monitor your plan to see what works best.

Establishing a budget
Establish a budget that is comfortable for you.
• If you are a new agent, your budget will be based
on a higher percentage of your yearly gross sale
commission or a higher original investment, so you
can begin to build a sales base.
• If you are an established agent with a solid referral
business, your budget will be based on a lower
percentage of your yearly gross sales
commission, and you may spend more on a niche
marketing.

Spend your budget wisely. Be sure your
budget is utilised efficiently so you are
reaching as many past, current and
potential clients as possible.
• Be discerning.
• Deliver effective promotions.

THANK YOU
Feel free to write to us at
helpdesk.mgm@remax.in

Real Estate Marketing Basics for an Agent

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