Agent Branding Handbook

agent branding H A N D B O O K

Competition is fierce in the real estate industry. If you want to capture the attention of prospective clients and grow your business, a robust marketing strategy is essential. That means proven marketing tactics along with cutting-edge tools and resources that differentiate you from the crowd.

Whether you’re a new agent or a seasoned veteran, this handbook will help you identify new ways to promote your business or refine your current strategy.

let’s dive in

01

ESTABLISH YOUR BRAND IF YOU’RE NOT EXACTLY SURE WHAT “BRANDING” MEANS, YOU’RE NOT ALONE. The objective of branding is to distinguish yourself from your competitors and to create a memorable impression on consumers. There are many ways to do this including: • Visual language (i.e. logo, website, headshot, and colors) • Advertising your services/listings • Direct experience • Sponsorships and partnerships When it comes to establishing a visual identity for your business, the first step is creating a logo and choosing colors that will define your brand. It is also best to select colors that complements @properties brand. A good logo design follows a few simple rules: • Simplicity: The adage “Less is More” applies here.

• Relevance: Your logo should be relevant to the industry, the client, and the target market.

• Versatility: Think about the various ways your logo will be represented.

pro-tip!

Find 1-2 colors maximum for a logo. Keep it simple!

Look natural and have fun!

Remember, your logo design helps shape the consumer’s opinion of your business. To get started, fill out our questionnaire and email it to marketing@atproperties.com so a designer can get to work on proofs for you. To explore 3rd party avenues for logo creation, check out the reference section for recommendations.

Your headshot is important since this is the first impression you are making on potential clients.

Photography is a great opportunity to let your personality shine through. You want to aim for a professional look you feel comfortable and confident in. Reach out to marketing@atproperties.com for contacts and more information.

02

ELEVATE YOUR DIGITAL PRESENCE ONLINE PLATFORMS DRIVE TRAFFIC FROM HOME BUYERS AND SELLERS ALIKE.

pro-tip!

Use social media to connect with your sphere, build relationships, and position

That’s why it’s important to leverage your @properties agent site, social networks, and websites like Zillow and Trulia to stand out.

A strong online presence is key to increasing brand awareness and growing your business, so follow these tips:

yourself as a local expert.

• Build trust with potential clients by showcasing your experience and expertise

These are great platforms

• Be accessible and make it easy for people to get in touch with you

for your personality to shine, so it’s best to avoid posting exclusively about listings and recent deals.

• Foster relationships by engaging with your audience • Ask past clients to write a review for you (keep in mind the majority of consumers look at online reviews when they are in the process of choosing an agent)

03

DEFINE YOUR GOALS ONCE YOU’VE DEVELOPED A VISUAL IDENTITY FOR YOUR BRAND, IT’S TIME TO FOCUS ON GETTING IT OUT TO THE WORLD. The first step is to determine your goal, which may be singular (promoting your brand) or two-fold (promoting your brand and a newly listed property). Some examples of objectives you may be working on include: • Promoting new listings • Attracting new leads • Nurturing existing leads • Promoting an event • Sharing announcements • Growing your digital presence

04

DETERMINE YOUR AUDIENCE & BUDGET HAVING A DEFINED AUDIENCE HELPS YOU APPEAL TO THOSE WHO ARE MORE LIKELY TO BECOME CLIENTS. Your audience can be determined by a variety of factors including: • Geography (also referred to as “farming”) • Sphere of influence: past and present clients, family, friends • Interests/organizations/clubs As you build your audience, be mindful of your marketing and advertising budget. The goal is to maintain a consistent presence.

pro-tip!

Sending out mailers? Use Sales Genie to create a farm.

Filter your audience by a

If you think you can’t afford to advertise, think again. In fact, social media has opened doors for many small businesses to advertise their services. With over 2 billion (yes BILLION) users on Facebook and over 1 billion on Instagram, that’s a collective 3 billion potential eyeballs on your content at no cost. Check out a sample marketing budget in the reference section of this book.

number of criteria to create the appropriate target group for your goals.

Wondering how to create a targeted ad through social media? Our expert team at @assist can help. Send an email with property details to assist@atproperties.com to get started.

05

GET THE WORD OUT WHETHER YOU’RE JUST GETTING STARTED OR SUPPLEMENTING YOUR EXISTING MARKETING EFFORTS, WE HAVE PLENTY OF GREAT PROGRAMS TO HELP YOU MAINTAIN AND GROW YOUR SPHERE OF INFLUENCE. The best part? Many of these programs are automated, so all you have to do is “set it and forget it.” Here’s what we offer:

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ADWERX Promoting your business has never been easier, or friendlier on your wallet, than with an Adwerx Sphere campaign. Target your top contacts online while browsing the web.

With 2,500 impressions per month, you are paying roughly $0.02 per view throughout the year. In addition to online ads for your business, you can advertise your listings to people within a 5-mile radius of the property and target those who are likely to move. Ready to sign up? Check out page #13 for instructions.

anne @properties New Opportunity! Check out this Lake Forest home from Anne Proper for $000,000.

HOMESNAP Social media marketing is affordable and effective, and with Homesnap you’re able to extend the listing advertising @properties provides for listings over $700,000, or you can create your own ads for any listing. With Homesnap your ad will be targeting people with real estate interest on Facebook and Instagram, and you’ll be able to view the results with detailed reports.

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MONTHLY MAILER PROGRAM Believe it or not, old-school marketing tactics still work in today’s digital world. That’s why we created a direct mail program that you can enroll in and set on autopilot. We know you’ve got better things to do than come up with content every month, so send in your mailing list and we’ll take care of the rest! Watch for emails from marketing@atproperties.com announcing the content for that month.

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N E W S FOR THE FIRST-TIME HOME BUYER: FAQS ANSWERED After saving up diligently for years, it’s finally time to purchase your very first home. A first-time home purchase is a big milestone, and one to truly celebrate and cherish. But it’s also a decision that requires careful research...

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FASHION MEETS FUNDRAISING AT “FASHION FOR A CURE”

E-NEWSLETTER Wondering when you’ll be able to gather content and put together that newsletter you’ve had on your to-do list? We’ve got you covered. Every month an informative email newsletter is automatically distributed to contacts in your CRM. Content varies but generally includes real estate trends, @properties news, and tips for buyers and sellers.

Last month, our non-profit foundation, @gives back, hosted its “Fashion for a Cure” fundraiser supporting the Lynn Sage Cancer Research Foundation – one of the nation’s leading breast cancer research and education charities...

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EVERY DOOR DIRECT MAILER (EDDM) This robust mailing program targets a minimum of 2,000 homes in an area of your choice. The content is 100% customizable and branded to you, making it another great way to make an impact and build brand awareness. Sign up today using the form in Printable Documents on pl@tform.

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E-CAMPAIGN TOOL With the e-campaign tool, you can easily market your business digitally to anyone in your CRM. Create, schedule, and send custom e-blasts to promote open houses, just listed/sold announcements, and seasonal content any time of day (or night).

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@AGENT APP Want to promote your listings to nearly 3,000 agents before they hit the market? Looking for vendor recommendations or pocket listings? Just want to keep your finger on the pulse of the market? The @agent app is the place to be. You can also find dozens of training videos, the official @properties training calendar, and registration links on the app.

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CLIENT APPRECIATION PROGRAM (CAP) Who doesn’t love presents? We created the Client Appreciation Program to make gift giving hassle free and enjoyable. Every quarter, show your clients some love with a new gift and a personalized note delivered right to their door. All you have to do is enroll in the program, and we’ll do the heavy lifting!

LISTING VIDEOS Our in-house video production team helps you take your marketing game to the next level with professionally filmed and edited property videos that showcase your listing and the surrounding community in a dynamic way. In addition to a full-length video, you’ll receive a social media-friendly version for easy sharing on channels like Facebook and Instagram.

DIGITAL CMA Think the CMA is just a way to capture new listings and arrive at the right list price? What if we told you that you could also use this exclusive tool as a way to reach out to past clients? Creating an annual CMA not only keeps them up to date on the market and their investment, but also demonstrates your value beyond the transaction. Track their activity on the back end and tailor your follow up accordingly.

WONDERING WHICH OF THESE MARKETING PROGRAMS IS BEST FOR YOU? IF YOU’RE LIKE MOST BUSINESSES, IT’S A COMBINATION OF THESE EFFORTS.

06

CONSISTENCY IS KEY AFTER REVIEWING ALL OF THE MARKETING TOOLS AND RESOURCES AVAILABLE TO YOU, IT’S TIME TO TALK ABOUT CONSISTENCY. Consumers are significantly more likely to engage with a brand they recognize, so it’s crucial to be consistent in your marketing efforts.

At the same time, we know that’s easier said than done. One minute you’re focusing on your marketing, and next thing you know something comes up and you’re swamped with client work. We get it, the struggle is real! By taking advantage of our automated marketing programs, it’s easier than ever to stay in front of your sphere.

Still have questions? Want to talk to a real person? We are always here to help you and answer any of your questions. Reach out to coaching@atproperties.com for additional assistance.

07

TIME TO WORK IT OUT IF YOU’VE MADE IT THIS FAR, YOU’RE NOW FLUENT IN THE MANY THINGS WE CAN DO FOR YOUR BUSINESS. We have included this workbook section so you can apply these tips to your business today.

SAMPLE MARKETING & BUDGET Stay in front of your sphere with this 12-month campaign. Optimize your top-of-mind awareness on a limited budget. Here’s how: • Have a plan • Manage your time

pro-tip!

• Manage your money • Focus on your warm sphere

Balance feel-good outreach

• Automate as much as possible

(i.e. handwritten notes) with business-focused marketing

Did you know?

to keep them engaged. Don’t be afraid to be the trusted, caring advisor and the credible market resource.

According to studies…If you market to your warm sphere 33 times per year, over time and with consistency, you will have a 1:6 chance of doing new business, repeat business, or referral business from that source.

Sample Marketing & Budget: 12

Monthly E-Newsletter

FREE

4

Monthly Market Report E-Blasts

FREE

6

Special Event/Holiday E-Blasts

FREE

2

Phone Calls

FREE

12

Monthly Direct Mailers

$948

2

Handwritten Notes per year (250 contacts)

$500

Adwerx Sphere Campaigns

$805

Coffees/Pop-by’s/Open House Raffles

$500

25

Luxe MAGAZINE Subscriptions

$125

Total Marketing Outlay

$2878/yr

That comes out to $240 per month or just $7.74 per day!

08

GROW YOUR BUSINESS Create Your Plan to Grow Your Business Through Your Marketing.

Current Marketing:

Growth Objective:

Future Development:

@Training Initiatives

CRM and Contacts Aggregation:

Direct Mail:

Online Advertising and Social Media:

Print Advertising:

Notes:

09

WEIGH YOUR OPTIONS What Options Are Available To You? Print Advertising: a. Chicago Social

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Digital Marketing: a. E-Campaign (special events, listing activity, and market reports) b. CRM (categorizing for direct mail and targeted content) c. @CMA (annual real estate review) d. Real Scout/Zenlist e. Adwerx f. Crain’s Digital Advertising g. Facebook Business Page h. LinkedIn & social media posting i.

Listing Video

Direct Mail: a. Monthly mailers b. EDDM

Additional Efforts: a. Client Appreciation Program b. Handwritten notes

10

FOUR WEEK BUSINESS PLAN New to the business? Here’s a sample 4 week schedule to get you started!

Week One: Create database – Excel hardcopy • Identify Top 10 (phone call), 25 (handwritten note) and 250 (announcement cards) • Upload database to myatproperties.com/crm/home Marketing prep • Get headshot • Complete bio Are you set up on the @email system? pl@tform? @agent app?

• Create email signature with relevant contact info Sign up and attend • @Orientation (atpropertiestraining.com)

Week Two: Getting Started • Send welcome enouncement and/or printed announcement cards • Make 10 SOI calls Business Planning • Complete two-page business plan – first “Six Months” • Include training sessions found on atpropertiestraining.com Marketing • Complete personal webpage in @properties intranet • Update Facebook, LinkedIn, and other online networking sites

Week Three: Getting Started • Make 10 SOI calls • Send five (5) handwritten notes to SOI • Arrange “coffee” with three SOI

Week Four: • Have coffee/lunch/drinks with two people from the industry • Work in another @office to meet new people

11

SAMPLE BROKER SCHEDULE Have you seen it all? Here we give you some of our agents’ proven methods to stay top of mind!

Sample veteran broker schedule: Annually: • Client Appreciation Party/Event • Luxury Portfolio Magazine • Update bio Quarterly: • Marketing “tune-up” – review efforts and results adjust as needed • CAP Gifts to SOI 2x/Year: • CRM grooming – clean up contacts, rank newly added contacts, add birthdays, anniversary dates • Send referral mailer to SOI • Personal note to each contact Monthly: • Monthly Mailers to farm and SOI • Print Advertising Ongoing: • Adwerx Sphere • Networking Events • Pop-by’s • @training Classes • Publish client testimonials to your @agent site • Regular social media posting • Adwerx Listing Extensions • Annual Real Estate Reviews and past clients

12

SAMPLE TWELVE MONTH PLANS Farming is a great way to get your name in front of people who may not know you yet. When farming a neighborhood be sure to make a 12 month commitment to advertise there.

Sample 12-month plan to market to your farm: 1.

Intro letter: who are you and why are you mailing me? Hand-addressed & stamped envelope (Include letter template)

2. Area market statistics: active, under contract, and sold homes past 3-6 months (postcard) 3. “Listing Exposure” Mailer 4. “Agent inventory highlight” or Branding/Testimonial Mailer 5. Monthly Mailer 6. Area market statistics: active, under contract, and sold homes past 3-6 months (postcard) 7. “Listing Exposure” Mailer 8. “Agent inventory highlight” or Branding/Testimonial Mailer 9. Monthly Mailer 10. Area market statistics: active, under contract, and sold homes past 3-6 months (postcard) 11. Monthly Mailer 12. Holiday Mailer

Sample 12-month plan to market to your SOI: JANUARY E-Newsletter, Adwerx, handwritten notes, monthly mailer, sign up 25 clients for Lux Portfolio Magazine FEBRUARY Referral “ask” Mailer, E-Newsletter, Adwerx, monthly mailer MARCH CAP gift, E-Newsletter, Adwerx, handwritten notes, monthly mailer APRIL Broker Listing Activity Highlight, E-Newsletter, Adwerx, monthly mailer MAY E-Newsletter, Adwerx, handwritten notes, monthly mailer JUNE CAP gift, E-Newsletter, Adwerx, monthly mailer JULY Client Appreciation Party, E-Newsletter, Adwerx, handwritten notes, monthly mailer AUGUST Referral “ask” Mailer, E-Newsletter, Adwerx, monthly mailer SEPTEMBER E-Newsletter, Adwerx, handwritten notes, monthly mailer OCTOBER CAP gift, E-Newsletter, Adwerx, monthly mailer NOVEMBER E-Newsletter, Adwerx, monthly mailer DECEMBER Holiday gifts/cards, handwritten notes, monthly mailer

13

REFERENCE AND MORE INFO 1.

Logo Creation a. 99designs.com b. Fiverr.com c. Etsy.com

2. Sales Genie (myatproperties.com/printable-documents) 3. Every Door Direct Mailer (EDDM) Sign Up Form (myatproperties.com/printabledocuments) 4. Adwerx a. Log in to Adwerx account via pl@tform > marketing > advertising > Adwerx.

Follow the on-screen prompts to launch your campaign!

5. Luxury Portfolio Magazine Sign Up – email your excel list to coaching@atproperties.com 6. Xpressdocs a. Log in to your xpressdocs account to create and send your own mailers pl@tform > marketing > direct mail > xpressdocs 7. @agentsite: Update your bio and publish client testimonials a. pl@tform > click on your headshot in upper right hand > select agentsite in drop down menu 8. Print Advertising: a. To sign up for a package simply log on to the pl@tform > marketing > advertising> ad management system > order packages b. Already have a package? Reserve your ads for the whole year in advance in

the AMS (ad management system)

c. Looking for an a la carte option? Email marketing@atproperties.com 9. RealScout (pl@tform > Resources > RealScout) Zenlist (zenlist.com) 10. CRM (atproperties2.yapmo.com/posts/5423683-CRM--Training-Videos) 11. CAP (myatproperties.com/cap) 12. Homesnap: a. For new users, log into homesnap.com with your MLS email address and temp password: atproperty