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Marketing Plan

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by

Jonathan Salas

on 7 October 2013

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Transcript of Marketing Plan

Situation Analysis
-Current market share of Listings 25%
-Tech Savy
-Strong relationship with banks
Marketing
-Low Inventory
-Exposure to new market
-Online Market
-Generation Y

1. Advertising
-Local Newspaper
-Radio ?
-Local Magazine
2. Promotional Items
-Magnets
-Calandars
-etc.
3. Internet Websites
-TheHarnergroup.com
-MyCapistranobeach.com
-MySanClementeRealEstate.com
-ExperienceCapoBeach.com
-ExperienceSanClemente.com
4. Direct Mail
-Post Card Campaigns
-Newsletter Campaigns
-Just Sold/Just Listed
-Special Events Cards
-Quarterly Market Updates
5. E-Mail Campaign
6. Signs/Brochure Boxes
-add .com
7. Press Release
8. Sponsorships
INDIRECT
DIRECT
1. Open House
2. Networking Events
3. Community Events
4. Seminars
-In House
5. Booth at events
Organizational
Model
HGRE
-Lead Generation Strategy
-Hire/Fire/Manage
-Train/Coach/Consult
-Meet with Executive Staff
(Weekly for strategy and
accountability)
Lead Listing Specialist
-Secure Appointments
-Get Listings
-Weekly Seller Calls/Emails
-Negotiate Offers
Lead Buyer Specialist
-Secure Appointments
-Get Buyer Agreements
-Show and Sell
-Weekly Buyer Calls/Emails
Negotiate Offers
Marketing and Admin
Manager
-Lead Gen. and Systems Execution
-Communication Systems
-Financial Systems
-Oversee Staff
Lead Coordinator
-Receiving
-Sourcing
-Assigning
-Database Entry
-Tracking
Lead Generator
-Get lists
-Make calls
-Get leads
Transaction
Coordinator
-Contract to Close
-Select and Manage
Vendors
-Client Communication
Assistant
-Answer Phone
-Admin overflow
-CMA's
-Listing Marketing
-Seller Comm./Admin
Listing Manager
Runner
-Physical Tasks/Outside Office
Lead Coordinator
Introduction:
Vision and Long Term Direction
-Constant Contact
9. Social Media
-Facebook
-Yelp
-Google Reviews
-Pinterest
-Instagram
6. Del Mar Floor Time
-Community Fundraising
SWOT ANALYSIS
Strength
Opportunity
Weakness
Threats
Internal
External
-Luxury Branding
- 25+ Years Experience
-Cater to Gen Y- Baby Boomer Target Market
- Market Knowledge
-Location Location Location
- Collaboration with Lodges at Gettysberg
-Organizational Structure Abscent
-No Seperation of dutie
- Market Penetration
-Loyal Client Base
- Economic
- Interest Rates
-Inventory
-Shift in Buyer/Seller Needs
Competition
-Vacation Rental/ Short Term Lease
-Future Buyer/Seller Trends
-Legislation
-Local Events/Community Events
Doug Eckleburg
Tim Smith
Phil Immel
Stearman Group
PROCESS
Buyers
Online
Blog
-SanClementeExperience.com
-DanaPointExperience.com
-TheHarnerGroup.com

Craigslist
PPC
What do they all have in common?
-During Down Time They Produce Leads
- Have executive assistants
- Have a consistent stream of leads for team
-Send monthly /weekly mailers
-Have specific systems in place
-Marketing Consistency
- Farm Neighborhoods
8.3 Monthly Sales
65 %
80%
4 Listings
Sold
4 Buyers Sold
6 Seller Listings Taken
3 Buyer Listings Taken
80 %
65%
$600,000
Average Sale Price
100 Closed Units/12 Months
8.3 Closed Sales Per Month
=
$1.8 Million in GCI
$60 Million in Total Sales
8 Listing Appointments
5 Buyer Appointments
LEADS GENERATED
Lead Gen Ratios
People You've Met
Haven't Met
8 X 8
33 Touch
12:2 Ratio
12 Direct
50: 1 Ratio
Lead-Gen Numbers Game
Met
Haven't Met
Option 1
Option 2
Option 3
Net 100 Sales per year
+
+
+
0 in database
600
0 in database
5,000
300
2,500
=
Cost of CMS
Met
1. Every 12 people in met database marketed to
33 times each year = 2 sales
2. Restated: 396 touches (12 x 33) = 2 Sales
3. So, 396 touches x $0.50 (average cost of a touch) = $ 198 for 2 sales OR $99 per sale (If you double your costs for a worst-case scenario, count on $198/Sale
4. To reach your goal of 100 sales, how many
people would you need in your met data base?
Answer: 100 x 12/2 = 600 people
5. Cost = 100 X $99/Sale = $825/Month
(OR worst case scenario of
Cost = 100 x $198/Sale= $1,650/ a month
Haven't Met
(Big Goal = 2,500 people = 100 Sales)
1. Every 50 people n your haven't Met database marketed to 12 times a year (Direct Mail)= 1 Sale
2. Restated: 600 touches (50x12) = 1 sale
3. So, 600 touches x $0.50 (average cost of a touch)= $300 per sale
4. To reach your goal of 100 sales, how many people would you need in your Haven't Met database?
Answer: 100 X 50 = 5,000 people
5. Cost = 100 x $300/sale = $2,500/Month
(OR a worst case scenario of
Cost= 100 x $600/sale= $5,000/ Month
(Big Goal = 600 people = 100 Sales)
Prospecting
Just Solds
Just Listed
FSBO
Expireds
Past Clients
Geo-Farm Area
Apartments
CPA
Builders
Banks
Lawyers
Face To Face
Sphere of Influence (meals)
Open House
Client Partis
Networking Events
Community Events
Seminars

Telemarkeing
Models Are The Science of Business
WHAT are we doing here?
WHERE do we want to go?
HOW are we going to get there?
WHEN do we want to get there?
OVERVIEW
-Community Involvement
Yearly
Budget

-Prospecting/Marketing
-Interest rates
WHO is going to do it?
How much is this going to COST?
Salaries
$40,000
Lead Generation
$15,000
Rent
$24,000
Technology
$1000
Phone
$1000
Call Center- $5000
-20% Referral fee
Terry Harner
CEO
Jon Salas
Director of Busines Development
Tracey Rose
Executive Assitant
-inluding Insurance/
phoneline/ internet
1. Build a Database we can sell
2. Prospect and Market
-every one we meet goes into HG database
-Call center will prospect
-Mailers will Market
5000 homes
-Each of us pick farms
-Min. 1 Mailer piece/Month
Patrick Jouanel
Buyer Specialist
Open House Agents
Darlene, Robert, Nickole,Wice, Steve
Initial Costs:
-Back Office build out $1k-2k?
Smart Zip
-$900/ Month

Nickole in Training
Full transcript