Dominate Your Niche Market

What You’ll Learn Today• Today’s top marketing strategy

• Keys to becoming the go-to agent

• Steps to reach your target audience

What’s Your Niche?

Reasons to Build a Niche• Win more business• Improve brand recognition• Win more referrals• Increase customer and personal satisfaction

Steps to Dominate Your Niche

A Successful Business – Always Be Aware

Step 1: Be Found• Meet consumers where they

are at – Online– In person– Through print

• Must use a multi-pronged approach

Step 2: Be Connected• People must consider you the go-to person• Provide value

Get Them to Your Website

Step 3: Be Involved• They must think of you when they’re ready to transact• Stay in front of them consistently; stay top of mind• Be responsive when they reach out to you

• Nearly 80% of households read or at least scan their advertising mail

• Response rates for direct mail:

– Existing Customers:• Direct Mail: 3.4%• Email: 0.33%

– Prospects:• Direct Mail: 1.2%• Email: 0.21%

Print Marketing is Making a Comeback

Source: Direct Marketing Association’s 2012 Response Rate Report

Today’s Marketing StrategyAgents are integrating print and online marketing

• Increase lead generation

• Get in front of prospects more consistently

• Especially great for geo-based niches

Combine Print and Online1. Identify your target audience

2. Choose the relevant value prospects want on your website

3. Send your print marketing

4. People go from print to your website

5. You win a new contact!

Use Mailing Lists

• Postcards

• Greeting cards

• Tri-fold (US only)

Mailing Lists: Focus on Your Niche or Build a Niche!• Housing type and location

– Location

– Homeowner or renter

– Length of residence

– Single or multi-family

– Dwelling unit size

Mailing Lists: Focus on Your Niche or Build a Niche!• Finances

– Estimated income range

– Estimated home value

– Mortgage type (FHA or VA)

– Mortgage sale month

Mailing Lists: Focus on Your Niche or Build a Niche!• Personal demographics

– Age range

– Month of birth

– Marital status

– Gender

Mailing Lists: Focus on Your Niche or Build a Niche!• Family structure

– Head of household

– Presence of children

– Grandparents in household

– Veterans in household

Mailing Lists: Focus on Your Niche or Build a Niche!

• Lifestyle

– Lifestyle data

– Religion

– Voter information

Strategies for Using Print Marketing

Want More Sellers?Postcards

Want to Build Your Brand?Tri-fold or postcard invitation to an event

Want to be the Local Gen Y Favorite?• Send postcards with technology inspired images

Got a Listing in a High-End Area? Want more?• Send greeting card invites to your open house

Send to Your Target AudienceSimply follow the prompts. It’s easy!

Dominate Your Niche Market1. Identify your target audience

2. Choose the relevant value prospects want on your website

3. Send your print marketing Target your niche with a mailing list!

4. People go from print to your website

5. You win a new contact!

What’s Your Niche?

Build Your Plan!

• Who’s your audience?

• Which page on your Market Leader site will you send them to?

• Which mailing list criteria will you use?

Which Mailing List Criteria Will You Use?

• Housing type and location

• Finances

• Personal demographics

• Family structure

• Lifestyle

Next Steps

Define your marketing strategy

Create a marketing piece

Use a mailing list to target your audience

Thank You!Dominate your Niche Market

Download the presentation here: www.marketleader.com/kw/kwmc

Kris OlsenLinkedIn: www.linkedin.com/in/KrisKOlsen

Email: kriso@marketleader.com