Not doing so well in today's market? Don't blame it on the market! Reflect on what you've done... or moreso, what you haven't done. Take a look at my guide to the marketing essentials - give to you at 3 levels: basic, intermediate, and advanced and also learn how to develop your own marketing plan with my simple 5 step procedure!

1. By Stormy Salvemini

2. MARKETING ESSENTIALS
 FREE Marketing Resources
 Cheap Marketing Must-Haves
 Creative Marketing Ideas

3. FREE Marketing Resources
Take advantage of what you already have!
The Basics: Anyone can do them. They take a
matter of seconds!
Email signature
Atlantic Realty Client Review Cards
Floor call list
Client referral requests

4. FREE Marketing Resources
The Intermediates: Invest a little time. Get
results!
Prospect expired listings
Create and maintain an active LinkedIn
account
Create and maintain an active Facebook
account
Business and/or Personal

5. FREE Marketing Resources
Advanced: Develop some skill. Stay on top!
Advertise on Craigslist
Post listings in Real Estate section or display flyers in
the Services section. Advertise open house events.
Create and Manage a Database
Run Email Campaigns
Monthly newsletters, holiday cards, recipes, home
ideas, etc.

6. Cheap Marketing Must-Haves
 Purchase customized pens, notepads, and
other merchandise
Brand yourself. Make it your goal for each client to use your
pen and other pieces of your marketing merchandise.
 Greeting cards to past clients
Holiday, birthday, home
anniversary, seasonal, mother’s/father’s day, etc.
 Just Sold & Just Listed Flyers
Keep those nosey neighbors happy and help aid someone in
their decision to sell/buy.

7. Cheap Marketing Must-Haves
Host Open Houses
Stop by my office for flyers and lead generating forms.
Advertise your open house to maximize your vistors.
 Attend Networking Events
Trade business cards. Stay in close contact with people
in other service related industries.

8. Creative Marketing Ideas
Don’t forget what Scott taught us!
Congratulations Balloons to Home Buyers
 Sent to the workplace
 Balloon enclosed in a box
 Attracts the attention of work colleagues
 With plenty of business cards for the “target rich”
environment
Average cost: $20/client

9. Creative Marketing Ideas
Host a Housewarming Party for a Client
 Bring lots of gift cards
 Meet their family and friends
 Make yourself unique and memorable
 Bring decorations or arrange games like at a baby-
shower (come to me for ideas)
Average cost: $20 to $50/client

10. Creative Marketing Ideas
“Leave” Your Branded Pens at Places of
Business
 Leave your pens at the drive through bank teller for
others
 Leave your pens for servers to use at restaurants
 Helps brand yourself
 Increases the average view per pen
Average cost: $2-3/visit

11. Creative Marketing Ideas
Give the Family Movers a Break!
 Find out when your newly closed escrow will be moving
 Stop in with pizzas and and sodas/6 pack
 Help move a few boxes
 Meet the family and friends
 Hand out business cards!
Average cost: $20-30/stop in
No time to stop in and visit? Have the pizza delivered (if you order the
pizza in person have the delivery person tape a few of your cards to the
box)

12. Creative Marketing Ideas
Organize a Community Garage Sale
 Have a seller or buyer in your FARM area? Arrange a
community garage sale!
 Meet the neighbors
 Stay during the sale
 Help them advertise
 Hand out business cards to potential clients!
Average cost: $20-$30/stop in

13. Creative Marketing Ideas
Gift Bags to Prospective Clients
 Hand out customized gift bags at tabling events
 Include magnets, candy, real estate resources,
community information, buying tips
 Take time to talk to each prospect as they browse
through their gift bag
Average cost: $5-$15/gift bag

14. Creative Marketing Ideas
Walk Your Farm Area in the Rain
 Hand out a “Nosey Neighbor” Report
Information of recent sales, active listings, information about
yourself and the company, school information, recipes, etc.
 People are more likely to let you in if it is rainy
 Take the time to compliment their home
 Take a loan officer with you!
Average cost: $2/door

15. Not Doing So Well?
Ask yourself why!
Reflect on what you’ve done.
What marketing and networking tasks have
you completed in the past 3 months?

16. HOW TO CREATE A
MARKETING PLAN
What Marketing Requires
Marketing Plan: Sections
Marketing Plan Creation
Creating Checklist and Maintaining a
Schedule

17. Plan and Organize
Marketing requires…
Consistency
Attitiude
Persistence

18. How to Create a Marketing Plan
There are 4 Sections to a Marketing Plan
1. Mission & Goals
2. SWOT Analysis
3. Marketing Strategy
4. Budget
5. Evaluation and Control

19. Mission & Goals
What is your objective?
List 3 primary goals.
• Example 1: Get more listings
• Example 2: Increase social media
presence
• Example 3: Get more referalls from
past clients and business partners

20. SWOT Analysis
Strengths Weaknesses
Opportunities Threats

21. SWOT Analysis
Strengths – characteristics that give you an
advantage over others
What are my strengths?
• Example 1: Large Sphere of Influence
• Example 2: Strong eductional background
• Example 3: Bi-Lingual
• Example 4: Great conversationalist

22. SWOT Analysis
Weaknesses– characteristics that give you a
disadvantage relative to others
What are my weaknesses?
• Example 1: Less than 1 year in the business
• Example 2: Minimal computer skills
• Example 3: Currently working another job
• Example 4: Another family member already
works in the business

23. SWOT Analysis
Opportunities– elements that you can exploit
to your advantage
What are my opportunities?
• Example 1: Home financing rates are still at
an extreme low
• Example 2: Mortgage Debt Forgiveness Act
extended

24. SWOT Analysis
Threats – elements in the environment that
could cause trouble for your business
What are my threats?
• Example 1: Lack of economic growth – job
loss, market issues, etc.
• Example 2: In California, 1 real estate license
for every 33 homes

25. Marketing Strategy
What do I need to do to reach my goals?
Goal Ex1: Get more listings
• Prospect expired listings
• Send out Just Listed and Just Sold flyers in neighborhoods
• Join a new network or community organization to exand reach
Goal Ex2: Increase social media presence
• Start Facebook page and begin advertising
• Start Linked In Page and create professional image
• Run a Facebook campaign to followers
Goal Ex3: Get more referalls from past clients and business partners
• Increase my customer experience... Stop by during their move
• Offer a referral bonus to past clients
• Send a congrats card and balloon to customers at the close of a transaction

26. Marketing Strategy
How to I utilize my strengths and downplay my weaknesses?
Strength Ex1: Large Sphere of Influence
• Get in contact with groups from my sphere of influence
• Market to my sphere of influence
Strength Ex2: Strong eductional background
• Attend more seminars from LAR
• Read more industry news
Strength Ex3: Bi-Lingual
• Create bi-lingual flyers
• Attend cultual events
Strength Ex4: Great conversationalist
• Make more friends in public and get them talking about real
estate

27. Marketing Strategy
How to I utilize my strengths and downplay my weaknesses?
Strength Ex1: Large Sphere of Influence
• Get in contact with groups from my sphere of influence
• Market to my sphere of influence
Strength Ex2: Strong eductional background
• Attend more seminars from LAR
• Read more industry news
Strength Ex3: Bi-Lingual
• Create bi-lingual flyers
• Attend cultual events
Strength Ex4: Great conversationalist
• Make more friends in public and get them talking about real
estate

28. Marketing Strategy
How to I utilize my strengths and downplay my
weaknesses?
Weakness Ex1: Less than 1 year in the business
• Meet with the sales manager
• Attend more courses and LAR classes
• Ask others about their experience
Weakness Ex2: Minimal computer skills
• Go to the marketing department for assistance
• Take a computer class
• Attend more LAR seminars
Weakness Ex3: Currently working another job
• Advertise yourself at work to colleagues and friends
Weakness Ex4: Another family member already works in the business
• Get together with that family member and ask questions about their
success and failures
• Co brand yourself with that family member

29. Marketing Strategy
How to I sieze my opportunities and eleminate my threats?
Opportunity Ex1: Home financing rates are still at an
extreme low
• Stress the importance of cheap financing
• Meet with a loan officer to compare savings at
different rates
Oppportunity Ex2: Mortgage Debt Forgiveness Act
extended
• Market to potential short sale clients
• Attend Short Sale classes to gain expertise

30. Marketing Strategy
How to I sieze my opportunities and eleminate my threats?
Threat Ex1: Lack of economic growth – job loss, market
issues, etc.
• Stay up to date with economic news
• Share information that proves otherwise
Threat Ex2: In California, 1 real estate license for every
33 homes
• Make yourself special… give customers a reason to
choose you
• Improve your customer experience

31. Budget
What is my current budget?
What should my budget be at?
Is my budget reasonable and sustainable?

32. Evaluation and Control
Set a schedule to re-evaluate your current
marketing plan
Set a goal and a time frame with each
marketing campaign intitated
Create checklists and stay on track!

33. Thank You!
Schedule an appointment with me!