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Copy of Marketing Plan

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by

Jonathan Salas

on 14 September 2015

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Transcript of Copy 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

Promotional Items



-TheHarnergroup.com
-MyCapistranobeach.com
-MySanClementeRealEstate.com
-ExperienceCapoBeach.com
-ExperienceSanClemente.com
E-Mail Campaign
Sponsorships
INDIRECT
DIRECT
Open House
Networking/ Community Events
Seminars

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
Social Media
-Facebook
-Yelp
-Google Reviews
-Pinterest
-Instagram
Del Mar Floor Time
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
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 We'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
Fitzgerald Telemarketing
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
4. Build a Database
we can sell
3. Prospect and Market
Key Farms
Patrick Jouanel
Buyer Specialist
Open House Agents
Darlene, Robert, Nickole,Wice, Steve
Initial Costs:
-Back Office build out $1k-2k?
Smart Zip Analytics
-$900/ Month

Goals
Marketing
4. Develope Key
Business Relationships
2. Get Organized
Objectives
Create Detailed Outline for Marketing Schedule by Oct. 7
Set meeting for Tracey and Terry to sync-in by end of first week of employment
Weekly Excutive Meetings On Tuesdays
&
Each agent chooses farms by Oct. 15
Create templates for all marketing materials by Oct. 15
Call Center setup by Oct. 7
Smart Zip Training Complete by Oct 7
Set up Constant Contact by Oct.15
Open House Sign in sheets by Oct. 15
Develope and Complete Lead Nurture System by Nov. 1
Go to 2 networking events a month
Set 2 meetings with Family/Divorce Lawyers every month
Operating Manual written by Nov 1
Create budget for farm marketing by Nov. 1
Join local committee
Advertising
Goal:
Objectives:
Decide which Local Advertisers by Nov. 1
Announce to South OC that HG is present
Strategy
Quartly Ad for first year to establish brand presence
Goal:
Consistent branding on all promotional items for office and Open House/Events
Objectives:
Research and decide on Vendor by Dec. 1
Strategy:
Distributed during open house
Magnets can be dropped off during doorknocking
Goal:
Business
1. Get more Listings
Objectives:
Create Email Marketing Pieces by Nov. 15
Create email schedule

Strategy:
Send a bi-monthly email to our database
Direct Mail
Goals:
Farm key neighborhoods
Objectives:
Send unique interactive mail pieces
Create all Marketing Material by Oct. 14
Select neighborhood farms by Oct. 14
Strategy
Send 1 a week for first month
Send 1 mailer a month after first month
Systematize Email Marketing Campaigns
Internet Websites
Goal:
Objectives:
Strategy:
Create Niche Website
Goals:
Have 5 Star Reviews on Google
Daily Postings on Facebook
Create quality YouTube luxury videos
Goal:
Create a more professional experience
Every one must sign in with contact info
Objective:
Create a sign in sheet by Nov 1
Harner Group Listings Book created by Nov. 14
Create Open House Information Sation
Strategy:
Goal:
Objectives:
Strategy:


Strategy:
Goal:
Objectives:
THE BIG PICTURE
Sounds Great in Theory Right???
TEST THE THEORY WITH MASSIVE ACTION
1. Knock on 50 doors a day
2. Make 20 new contacts by Phone
The ONE thing is to LEAD GENERATE
Full transcript