2012 Cobroker Marketing Plan

Be our guest to use any ideas you see here to help you generate more cobroker sales.

Market Demographics

1.  More than 90% of all home shoppers use the internet to shop for resale and new homes.
2.  About 65-75% of all new homes sold are sold by real estate agents (ask your local homebuilders).
3. This leaves 35-25% of the remaining sales to come from all other sources, like the internet, bandit signs, etc.

An important observation based on this data, is that cobrokers out-sell all other traffic-generating sources such as the internet, bandit signs, billboards, and the like by about 3 to 1 (75-25).

If the above it true, the real estate broker is the key to more sales. Therefore, the marketing effort should be heavily weighed in favor of increasing cobroker sales be a significant amount over the next twelve months.

 Cobroker Marketing Objective

• Increase cobroker sales at least 20 percent the next 12 months.

Assumptions

•  1.  Most internet shoppers do not purchase the home they thought they wanted  (you have the stats) and ,
• 2. Realtors have ‘scrubbed’ or qualified the prospects before they bring them to the sales center.
•  3. Realtors need a much less  stressful way to earn commissions than short sales and foreclosures.

The problem to be addressed is this truth:  We fear what we don’t understand, and general agents do not understand ‘new homes.’ If they did, they would sell more new homes.

If this is true, then does it not follow that to meet the objective, you must help cobrokers understand the new homes sales process. Otherwise, you will continue to do what you have done, and get about the same results.

Options

• More and better broker events? NO
• Increase advertising? No
• Increase internet marketing? NO
• Hand out more flyers at broker offices? NO
• Increase sales commission over market rate? NO
• Get your onsite agents more involved with building your cobroker netword? YES

Creative Strategy:

Change your message to cobrokers to make it more about their overall success, not just another sale

Tasks

Draw 20 percent agents to your events by changing format and time of day

3. Develop a certificate awards program for at least 30 agents

4. Add a ‘training component’ to every broker event

5. Slow agents down in sales office by using site table more effectively and for a different purpose

6. Teach agents how to introduce their prospects and shadow their prospects in the models

7. Develop a ‘best practices’ for cobrokers

Either do this in- house, or talk to us about helping make this happen. It works. It worked on more than 70 communities and $3 billion in sales. Chances are we can make it work for you.