Marketing Tools & Techniques

Transcription

1 Ralph D. Spencer, CCIM. SIOR Phone 407/ Fern Ave., Suite 200 Fax 407/ Orlando, FL Web site: Marketing Tools & Techniques Effective Property Marketing Using Current Technologies This session is targeted for producers and marketing managers. Some strategies for successfully marketing a property have not changed over time and others have changed a great deal. Are you caught in no man s land between the old and the new? Are you looking to win more business, momplete more assignments and get better results with your marketing programs? This session is a must for anyone who wants to see the old and the new merged to create a trully effective property marketing campaign that will will more assignments and generate more closed transactions.

2 About Ralph Spencer Commercial Real Estate Ralph entered the real estate profession in 1972, right out of graduate business school. His focus has been primarily in the areas of brokerage and corporate services. He has received many awards for production including, the Richmond, Virginia Distinguished Achiever s 15 Year award for consistent, sustained top performance, as well as their 1997 Transaction of the Year. He has received national production awards from both SIOR and NAI. Management In 1978, Ralph assumed responsibilities as sales manager of a 1910 founded, large regional, commercial real estate services company and subsequently built the brokerage staff to a team of more than 20. In 1984 he, with partners, acquired the company. Ralph participated in the management and leadership of this company until 1998 when he resigned to accept a managing director position with a REIT. Over these years Ralph has worked with management consultants and completed many management training seminars on recruiting and selection, training, marketing, team building, management and motivation. Today, a part of Ralph s practice is focused on helping companies improve their performance through a concentrated Managing For Excellence program. Training Ralph has been involved in teaching and training since first entering the profession. He moved to the national platform in 1979 when he became a faculty member in the CCIM Institute s prestigious CCIM program. He has continued to serve on the CCIM faculty since 79 and is, or has been, a senior instructor in all of their courses. He received the CCIM National Instructor of the Year recognition if Ralph has also taught for the Society of Industrial & Office Realtors (SIOR), Urban Land Institute (ULI), Virginia Commonwealth University (VCU), University of Richmond (UofR) and New York University (NYU). Recently, Ralph has developed 2 advanced, instructor led courses for the CCIM Institute and an Internet based course for SIOR. Technology Ralph began his involvement with technology in 1983 when his firm began to computerize its market information on buildings and contacts. This led to the production of a market report and presentation beginning in Since that time, Ralph successfully directed and produced 15 annual market reviews with budgets of more than a million dollars for audiences up to 2,000. Additionally, Ralph has been involved with the acquisition and implementation of several major front office technology platforms to operate the commercial real estate services business. In 1993, Ralph became interested in using technology to aid in the learning process and formed Innovative Learning, LLC to develop training for the real estate industry. Since then, Ralph has been involved with the development of both CD-ROM and Internet based learning products. Education Ralph received his undergraduate degree in Business Marketing from Old Dominion University and his masters degree in Business Real Estate and Urban Land Development from Virginia Commonwealth University. He has earned both the CCIM designation, Certified Commercial Investment Member, and the SIOR designation, Society of Industrial and Office Realtors. Summary Ralph Spencer offers an extremely unique blend of talent and experience. While being a successful commercial real estate practitioner, owner and manager, he has also developed skills in both training and technology. It is this unique blend of capabilities that qualify Ralph to provide consulting and training to the commercial real estate industry. 2

3 2/29/2008 Ralph Spencer, CCIM, SIOR Page 1 of 1 To: Attendees at 2008 GCC Subject: Effective Property Marketing Using Current Technologies Breakout Session Attendees; As promised, herein are the slides and information from the "Property Marketing" breakout session. First are the slides and then the vendor information we presented. Cell: A part of my practice includes helping owners, managers and associates to fine tune their property marketing techniques. Many of us just don't have the time to stay on top of the different strategies for reaching buyers and tenants today. I hope you don't find yourself in no man's land, in between the old and the new ways of property marketing! I have asked Courtney Larkin, my co-presenter during the workshop, to speak with you, over the next 30 days, to explore your marketing needs and see if we can help in any way. All we do is commercial real estate and we are the best in the country at it. Please expect a call from her. Ralph Address: RSpencer@cfl.rr.com Web Site: Phone: Fax::

4 Courtney Larkin, National Real Estate Marketing Consultant (407) ~ courtbennett@bellsouth.net Specializing in all Facets of Marketing Strategies and Implementation I focus on key marketing strategies that will have a long-term impact on your commercial real estate success. This would include strong marketing messages based on effective brands so you stand out in a very competitive industry, strong internet presence that gives you access to the growing numbers of consumers who make the internet one of their main resources for commercial real estate, and introduction to the vast amount of marketing technology available to clients as well as competitors. I work with companies to provide a road map to success a marketing plan to ensure marketing dollars spent are generating a return on investment. Now it is easy for you to obtain access to real estate marketing expertise and explore strategic marketing alternative. In addition, I can also serve as your Marketing Mentor or Chief Marketing Officer for a specific amount of time to obtain quick answers to questions about brands, logos, websites, real estate flyers/brochures, websites, templates, press releases, profiles, and other marketing materials. I monitor and revise marketing plans in response to return on investment or market changes. Call me today to schedule your current marketing evaluation, creation of a marketing plan, and implementation of that marketing plan. Courtney Larkin is a Marketing Consultant with over eight years experience in commercial real estate marketing. Previously, Ms. Larkin worked for seven years as Chief Marketing Officer of a local NAI Global affiliate in Orlando, Florida, where she was responsible for all facets of marketing. Ms. Larkin created the NAI Global Marketing Council, and sat on the NAI Global Leadership Board. Ms. Larkin has received several awards including NAIOP Emerging Leader National Award , Women Who Mean Business Award , Top Forty Under Forty Award 2005 and NAI Global Vision Award 2004.

5 Hones Honesty Prof Professionalism Integr Integrity Effective Property Marketing Using Current Technologies Ralph Spencer, CCIM, SIOR, National Consultant and Trainer Courtney Larkin, National Marketing Consultant Introduction and Overview Marketing What s the Same Did You Know? Marketing Today What s Coming?

6 Opening Activity The greatest marketing challenge for me today is? The coolest real estate marketing idea I have seen lately is? Introduction and Overview Marketing What s the Same Did You Know? Marketing Today What s Coming?

7 Major Components of Marketing Global Legal Economic Product/Service/Property Place/Location Target Promotion Environmental Political Price Financial Property Underwriting

8 Property Underwriting and Valuation People s Motivations Buy Low Sell High

9 Roof Top Marketing Size Description Geographic Description Target Type Description Courtney Larkin, Marketing Consultant Courtney Larkin is a Marketing Consultant with over eight years experience in commercial real estate marketing. Previously, Ms. Larkin worked for nearly seven years as Chief Marketing Officer of a local NAI Global affiliate in Orlando, Florida, where she was responsible for all facets of marketing. Ms. Larkin created the NAI Global Marketing Council, and sat on the NAI Global Leadership Board. Ms. Larkin has received several awards including NAIOP Emerging Leader National Award , Women Who Mean Business Award , Top Forty Under Forty Award 2005 and NAI Global Vision Award 2004.

10 Introduction and Overview Marketing What s the Same Did You Know? Marketing Today What s Coming? Did you know?

11 Now You Know Who your audience is Market through technologies that are not even invented yet. With more capabilities than you can comprehend. Ten years ago, you could market with wood paper, a sign stuck in the yard. Now you need to understand blasts and property websites to stay on the cutting edge of today s market. - Courtney Larkin Now you know

12 Introduction and Overview Marketing What s the Same Did You Know? Marketing Today What s Coming? Promotion side of property marketing Getting the word out

13 Property Marketing Today What has changed how are we marketing currently Speed to market Marketing materials in advance Due diligence in advance with safe and secure online resource center Traditional Listing services Loopnet, Costar Online marketing aggregators Craig s List, E-Bay Typical Flyer Today Back side Front side

14 Flyer Front Flyer Back

15 Yesterday and Today Today - Typical Campaigns

16 Property Postcard Campaign Property Campaign

17 Typical Maps Used Today Typical Maps Used Today

18 Cleaned-Up Map Typical Property Aerial

19 Labeled Property Aerial New Technology - 3D Property Aerial

20 Property 3D Area Map View 1 Property 3D Area Map View 2

21 Old Black White Property Site Plans Property Site Plan and Floor Plan

22 Property 3D Site Plan Property Rendering

23 Property Watercolor Property Stacking Plan

24 Property Website Homepage Property Website Location Tab

25 Introduction and Overview Marketing What s the Same Did You Know? Marketing Today What s Coming? Marketing What s New??? We need to learn how to market to this NEW generation

26 Millions 25 Understanding this new generation Silent Boomer X Y (Net) New Millennium > 85 years years years years years years years years years years years years years years years years 5-10 years < 5 years GI Generation (Pre-1926) > 80 years 9.7 million Silent Generation ( ) years 38.1 million Boomer Generation ( ) years 82.3 million X Generation ( ) years 40.8 million Y Generation ( ) years 83.0 million New Millennium Generation ( ) < 11 years 44.2 million Source: CEL & Associates, Inc., 2005 Projected U.S. Census data. Future Marketing for the Next Generation Commercial agent yrs. Ownership yrs. Net Gen 24 yrs. (formally Gen Y)? Their compensation expectation is different Their communication expectation is different Their networking/teaming expectation are different Their expectation of relationships are different Their loyalty is different WE DON T UNDERSTAND THESE PEOPLE!

27 Future Marketing for the Next Generation You are marketing to more than just local businesses and prospects. With new technology, you are now targeting regional, national, and international prospects with cultural and language barriers. What is to Come in Property Marketing?

28 Property Website with Virtual Tour Enabled Online Virtual Tour By clicking on this space, the floor plan pulls up.

29 Online Virtual Tour Online Scheduled Meetings

30 Strategic Response So what can you do take your property marketing to the next level? 1. Evaluate where you are today 2. Work on your foundation 3. Go Digital! Quote of the Day - Outsource Do Less and Make More Be an expert at what you do. If you are going to lease and sell commercial real estate, then do just that. Do not spend the time trying to learn all this new technology. Let s face it, your ten year old child probably knows how to do it already and furthermore there are people in India that are doing this at 1/10 the cost. Find an expert in marketing and technology and hire them. - Courtney Larkin

31 Looking into the Future Wednesday, June 18, 2008 Daily.25 Today's Highlights ebay Becomes The #1 Source For Selling Investment Properties

32 Thursday, September 25, 2008 Daily.25 Microsoft Creates Virtual Office Network Declares Office Space Obsolete Breaking News: What Will Come Next? The Experts Weigh In What This Means to You 2009Dow Jones & Company, Inc. All Rights Reserved Tuesday, September 15, 2009 Microsoft Releases The Tenant Chip The first GPS technology for assuring safe, secure What s News and sustainable buildings st Qtr 3rd Qtr East West North

33 2009Dow Jones & Company, Inc. All Rights Reserved Tuesday, September 15, 2009 Apple Unveils iprop Property Managers can communicate, , purchase, monitor building maintenance, etc. via this handheld device. What s News Today's Highlights Thursday, June 10, 2010 Daily.25 Goldman Sachs Makes Bid For CB Richard Ellis We seek to create a global advisory firm.

34 Thursday, June 10, 2015 Daily.25 Facebook Creates First Virtual Office Y Generation Declares Office Space Obsolete. Introduction and Overview Marketing What s the Same Did You Know? Marketing Today What s Coming?

35 Thank you! Questions on Property Marketing Technologies???

36 Marketing. Simplified. RE BackOffice Phone: Site Plans Standard $75 Additional Options: Community Plan +$125 Legend +$25 Graphics/Photo Integration +$25 AutoCad (.dwg) +$25 3D Effects +$50 Floor Plans Standard $50 Additional Options: Colorized +$25 Legend +$25 Extra Large/Furniture +$50 AutoCad (.dwg) +$25 Aerial Markups Standard $50 Additional Options: Site Plan Integration +$25 (site plan not included) Logo Placement +$25 Stacking Plans Standard $150 Additional Options: 3D Stacking Plan +$100 Graphics/Photo Integration +$ Floors +$0 30+ Floors Call for a Quote Renderings/Elevations Standard $200 Additional Options: 3D Rendering +$100 Artist s Rendering +$250 3D Architectural Models Sketchup Model $300 Additional Options: Aerial Integration +$50 Photo Realistic Model $450 Additional Options: Additional View +$225 Mutiple Buildings Call for a Quote Animation Call for a Quote Local Maps Standard $75 Additional Options: Graphics/Photo Integration +$25 Legend +$25 Nesting (2nd map not included) +$25 Mutiple Locations Call for a Quote Flyers Standard $250 Additional Options: Additional Page +$50 Tri-fold +$100 Custom Size Call for a Quote Area Maps Standard $100 Additional Options: Graphics/Photo Integration +$25 Legend +$25 Nesting (2nd map not included) +$25 Mutiple Locations Call for a Quote Post Cards Standard $200 Additional Options: Oversized +$50 Regional Maps Standard $100 Additional Options: Interstates/Highways +$0 All Roads +$150 Legend +$25 Nesting (2nd map not included) +$25 Mutiple Locations Call for Quote Offering Memorandum Standard Package $1200 Offering memorandum packages ranging from $1200-$4000. Please call us for a custom quote. RE BackOffice also offers Lease Abstraction Services, Financial Modeling, and Website Creation and Support. Please contact us for a full list of services or to recieve a custom quote. Fall 2007 Price List

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