Marketing Management: Attract and Keep Customers for Life

2-day course, 3 CRB Credits

Brokerage managers responsible for the firm’s marketing face the challenge of organizing, executing and measuring an effective plan. The strategy must optimize the firm’s resources and capitalize on market opportunities that will produce desired business results. In addition to the organizational marketing strategy, there is also the need to consider the agents’ involvement in the marketing plan.  When co-marketing is well executed, the company’s brand value is strengthened and agents enjoy reasonable autonomy. Finally, brokerage managers want to examine their current approach; and, if appropriate, refocus their marketing strategy as a result of this course. The unique design of this course provides the learner with the opportunity to address these important issues and apply the appropriate strategy to their specific business opportunities. The course is structured to take participants from marketing concepts to real world examples and finally to a customized, market-specific application. The marketing plan is studied in a meaningful sequence; and, at the conclusion of each of five sections, individual participants construct a key part of their overall marketing plan.

• Assess effectiveness of current marketing plan and the degree to which agents’ marketing efforts are aligned with the plan.
• Understand the customer in order to achieve the best return on the marketing investment.
• Select target markets to focus the marketing effort.
• Create a company specific value proposition.
• Understand how to differentiate the organization in order to gain or maintain a competitive advantage.
• Understand and incorporate activities that influence buyers and sellers (marketing mix).
• Identify ways to enhance brand awareness.
• Develop ways to align the company’s marketing efforts with those of individual agents.
• Examine outstanding marketing efforts in the field of real estate.
• Integrate specific planning template tools to direct development of a company marketing plan.