One of the reasons why licensees fail or only achieve modest success is their inability to focus on the consumerís needs and to market their services accordingly.  In the past, marketing courses have dealt with marketing the sellerís property as opposed to marketing to the buyer.  Structured to inspire novel marketing approaches to create a personal ìbrand,î this course encourages students to look everywhere for differentiating marketing opportunities that grab the attention of buyers.

With buyer representation now in the mainstream of the real estate profession, this course addresses marketing for the buyerís representative with the buyerís interest in mind. 

 Module One will help you to: 

• Capitalize on the profile of todayís buyer

• Identify that the real estate industry and consumer needs have changed and many of the old marketing methods will no longer work

• Identify your market

• Fish upstream with the right bait

 At the end of Module Two, you will be able to:

• Develop a foundation for determining your marketing strategy by analyzing the fundamentals of marketing

• Identify the difference between horizontal and vertical marketing

• Develop open house strategies

• Use Direct Response Marketing

• Create strategies for generating referrals from your sphere of influence, other agents, other professionals, and your company

At the end of Module Three, you will be able to:

• Develop a mindset that services delivered by buyerís reps have great value and discuss how that value can be demonstrated

• Generate new marketing ideas

• Share ideas that work with other students

• Develop a professional presentation

• Differentiate yourself from your competition

 In Module Four you will:

• Demonstrate the importance of a counseling session with all buyers

• Overcome agentís fears about buyer representation agreements

• Develop skills in how to eliminate the unmotivated, unqualified and uncommitted buyer

 In Module Five you will:

• Generate new marketing ideas

• Share ideas that work with other students

• Show and tell buyer rep marketing ideas from around the country

I.       Who is Todayís Home Buyer?

ß         Homes Buyers are Seeking Buyerís Representatives

ß         Home Searching Facts

ß         The Problems of Todayís Home Buyer

ß          What Todayís Home Buyers Want

II.      Where are the Buyers?

ß         How are Buyers Finding Their Buyer Representatives?

III.    Identifying your Market

ß         Who / What is your market(s)?

ß         Where is your market?

ß         Why have you chosen these markets?

ß         Do you relate to and understand your market?

ß         What are your marketís trends?

ß         Is your market renewable and expandable?

ß         Are you measuring your marketing results?

IV.               Fishing Upstream with the Right Bait

I.       The Nine Deadly Truths That Could Kill Your Business

II.      Laws of Marketing

III.    Horizontal Marketing

ß         Open Houses

ß         Yard Signs

ß         Direct Response Marketing

IV.     Vertical Marketing

ß         Spheres of Influence (S.O.I.)

ß         Agent to Agent Referrals

ß         Other Professional Referral Sources

ß         Company Orphans

ß         Transaction Phase Marketing

V.                  Keeping and Being in Touch

I.      Differentiate Yourself & Your Services

II.     Can You Be The Best At Everything?

III.    Unbundling the Transaction

ß         The Time Value of You

IV.    Image Building and Branding

ß         Develop consistency and continuity

ß         Whatís in a name?

ß         A picture is worth a thousand words.

ß         Uniqueness counts.

ß         Taking aim.

ß         ìItís better to be first than to be better.î  

ß         Internet Marketing

V.      Retaining Memory Banks

ß         Post transactional services

I.       Come into the Office

II.      From Contact To Contract

ß         Broader Survey Results

ß         Counseling Session Goals

ß         The Power In Words

III.    The Interview

IV.     The Top Three Agent Fears About Buyer Broker Agreements and How To Overcome Them

ß         Exclusivity

ß         Duration

ß         Compensation

ß         Twenty Questions to ìdifferentiateî yourself and seal the relationship.

ß         Is it a ìgoî or ìno go?î

I.       Horizontal Marketing

II.      Vertical Marketing

III.    Opportunities for ìDifferentiationî

IV.     Immediate Post-Transaction Marketing
 

 End of Outline