Dominate your niche market
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Transcript of Dominate your niche market
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: [email protected]