Osceola ReVIEW - September 2008 - (Page 8) CEO Perspective. Continued from Page 7. off line activities. Marketing messaging can be more brand-oriented with the calls to action focused on driving offline interaction to online, as suggested previously • You may reach Conventionals on local newspaper web sites and large real estate search and portal sites Implementing a Marketing Campaign for the Actives • Since Actives use multiple sites for information, you should have a presence on many real estate web sites. In particular, real estate firms should distribute their listings to as many real estate search and portal sites as appropriate • Actives are also busy financing, so partnering with mortgage brokers, both online and offline, is a great way to reach them by sharing referrals • For this group, it’s also important to be listed in the emerging category of online real estate agent directories, as Actives are more likely to use those sites as well • From a marketing perspective, repeated “impressions” in front of this constituency is critical as Actives are still contemplating what service providers to collaborate with • You can also find Actives on local MLS sites, newspaper web sites and large real estate search and portal sites Implementing a Marketing Campaign for the Future Prospects • Future Prospects are actively looking for information about the real estate market, tracking real estate activity, and trying to keep up to date • Although they may not be in the market to purchase in the next six months, their online activity in the real estate space suggests that it is on their mind for the future • Once this segment becomes more serious about home shopping and buying they will rely on a real estate agent to assist them, so investments that get you in front of their selection process are important • For this group, awareness is the most important marketing objective, and marketing investments should be geared toward consistently putting your brand front-and-center • Graphic media campaigns on newspaper and real estate sites that enable local targeting, search engine marketing in your local market, and listing your profile in the emerging category of online real agent directories should be considered in the marketing mix for this segment Each of these action items should be familiar to you as things you are doing with all of your consumer segments. These are the terms and actions of a contemporary brokerage-marketing program. These are the directions that your consumer centric brokerage will be taking over the next few years. There is a new trend where prominent newspaper publications are canceling the printed real estate sections, so please make use of this important and vital information! ■ SAFETY TIPS SAFETY IS A YEAR-ROUND PRIORITY Tip #8 Choose flight over fight. While every REALTOR® should take a basic self-defense course, the primary goal in any threatening situation is to escape from immediate danger and call for help. Tip #9 Keep your phone at your fingertips. Always carry a charged mobile phone. Clip your phone on and make it part of your everyday apparel for immediate accessibility. Tip #10 Model behavior at model home showings. When a person comes through the office to view a model home, have them complete a guest register that includes their full name, address, phone number, e-mail, and vehicle information. Tip #11 Nix the glamour shots! All of your marketing materials should be polished and professional. Don’t use alluring or provocative photography in advertising, on the Web or on your business cards. There are many documented cases of criminals actually circling photographs of their would-be victims in newspaper advertisements. Tip #12 Take 2 seconds when you arrive at your destination to check out potential dangers: • Is there any questionable activity in the area? • Are you parked in a well-lit, visible location? • Can you be blocked in the driveway by a prospect’s vehicle? 8 Osceola ReVIEW September 2008
Table of Contents Feed for the Digital Edition of Osceola ReVIEW - September 2008 Osceola ReVIEW - September 2008 President's Perspective CEO Perspective Education Corner Association Staff Association Leadership Knowledge Services News Supra News Monthly Planner Welcome New Members New Real Estate Offices Osceola ReVIEW - September 2008 Osceola ReVIEW - September 2008 - Osceola ReVIEW - September 2008 (Page 1) Osceola ReVIEW - September 2008 - President's Perspective (Page 2) Osceola ReVIEW - September 2008 - President's Perspective (Page 3) Osceola ReVIEW - September 2008 - CEO Perspective (Page 4) Osceola ReVIEW - September 2008 - Education Corner (Page 5) Osceola ReVIEW - September 2008 - Association Staff (Page 6) Osceola ReVIEW - September 2008 - Association Staff (Page 7) Osceola ReVIEW - September 2008 - Association Staff (Page 8) Osceola ReVIEW - September 2008 - Association Leadership (Page 9) Osceola ReVIEW - September 2008 - Knowledge Services News (Page 10) Osceola ReVIEW - September 2008 - Knowledge Services News (Page 11) Osceola ReVIEW - September 2008 - Knowledge Services News (Page 12) Osceola ReVIEW - September 2008 - Supra News (Page 13) Osceola ReVIEW - September 2008 - Supra News (Page 14) Osceola ReVIEW - September 2008 - Supra News (Page 15) Osceola ReVIEW - September 2008 - Supra News (Page 16) Osceola ReVIEW - September 2008 - Supra News (Page 17) Osceola ReVIEW - September 2008 - Monthly Planner (Page 18) Osceola ReVIEW - September 2008 - Monthly Planner (Page 19) Osceola ReVIEW - September 2008 - New Real Estate Offices (Page 20)
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