Real Estate Sales and Marketing

Course Contents, Concepts and Issues:

Marketing and the Marketing Process

• Marketing, Defined
• The Marketing Process
• Needs, Wants, and Demands
• Need/Want Fulfillment
• Market Offerings
• What Is a Market?
• Marketing Management
• Selecting Customers to Serve
• Demand Management
• The Marketing Concept
• Building Customer Relationships
• Customer Perceived Value
• Customer Satisfaction
• Customer Relationships
• Partner Relationship Marketing
• Customer Equity
• Choosing a Value Proposition
• Product/Market Expansion Grid
• Value Delivery Network
• Customer-Driven Marketing Strategy
• Planning Marketing
• Creating Customer Value
• Market Segmentation and Targeting
• The Marketing Mix
• The 4 Ps and the 4 Cs of the Marketing Mix
• Managing the Marketing Effort
• SWOT Analysis
• Brand/Product/ Service Marketing Plan
• Marketing Implementation
• Marketing Department Organisation
• Marketing Department Organisation
• Marketing Control Process
• The Promotion Mix
• Integrated Marketing Communications
• Shaping the Overall Promotion Mix
• Advertising
• Major Advertising Decisions
• Evaluating Advertising and Return on Advertising Investment
• Other Advertising Considerations
• Public Relations
• Public Relations Role and Impact
• Major Public Relations Tools
• The Nature of Personal Selling
• The Role of the Sales Force
• Managing the Sales Force
• The Personal Selling Process
• Sales Promotion
• Direct Marketing
• The New Direct-Marketing Model
• Growth and Benefits of Direct Marketing
• Customer Databases and Direct Marketing
• Forms of Direct Marketing
• Online Marketing
• Online Marketing Domains
• Conducting online marketing:
• Global Marketing Today
• Looking at the Global Marketing Environment
• Deciding Whether to Go Global
• Deciding How to Enter the Market
• Deciding on the Global Marketing Program

Sales and Sales Process

• Overview of the Sales Process
• Characteristics of a Successful salesperson
• Advantages and Disadvantages of Selling Real Estate
• Professionalism in Sales and Marketing

Real Estate Sales and Marketing Technology

• Technology of Real Estate Sales and Marketing
• Creating a Technology Budget
• Computer Needs
• Mobile Phones
• Digital Photography
• Software
• Web Sites

Defining the Marketplace

• How to Sell One’s Knowledge
• Where to Work
• Acquiring Market Knowledge
• Marketplace History

Personal Management

• Self-Discipline
• Personal Motivation
• Time Management
• Goal Setting

The Marketing Stage: Developing a Prospecting System

• Knowledge Application
• Prospecting Works
• Developing a System

The Listing Presentation

• Listings
• Benefits of Listings
• Guidelines for Making a Listing Presentation
• Contents of Listing Presentation Kit

Advertising and the Communications Process

• Communicating with the Consumer
• Communication Barriers
• Advertising
• Attracting Sellers and Buyers through Advertisement
• Types of Advertising
• Classified Advertising
• Effective Advertisement Techniques
• General Guidelines for Advertisement Writing
• Other Effective Media for Communication

Adopting Effective Telephone Techniques

• People Contact
• Receiving Incoming Calls
• Placing Calls
• General Telephone Techniques

The Qualifying Process

• Qualifying Defined
• Why Does an Agent Qualify?
• When Does an Agent Qualify?
• How Does an Agent Qualify?
• Areas of Investigation
• Qualify versus Afford
• Buying Motives

Showing the Property

• Role of Showing in the Sales Process
• The Necessity of Showing the Property
• Guidelines When Showing the Property
• Handling Objections and Closing
• Reasons for Objections
• Steps in Handling Objections
• Closing
• Buying Signals
• Closing Techniques
• Guidelines for Closing

Offer Presentation and Counteroffers Negotiation

• Presenting the Offer
• Presentation Planning
• Making Contacts the Seller
• Maintaining Control
• Negotiating Counteroffers

The Sale Process

• Identifying the Salesperson's Responsibilities
• The Sales Process

Broker Selection and Legal Awareness

• Qualification of a Good Broker
• Legal Awareness

The Marketing Plan Outline

• Executive Summary
• The Challenge
• Situation Analysis
• Market Segmentation
• Segment 1
• Segment 2
• Alternative Marketing Strategies
• Selected Marketing Strategy
• Product
• Distribution (Place)
• Promotion
• Short & Long-Term Projections
• Conclusion
• Appendix
• Exhibits
• Deciding on the Company’s Total Promotion Mix Or Marketing Communications Mix
• Major Advertising Decisions
• Customer Satisfaction Survey