HOW TO 'BIG-BRAND' YOUR SMALL AGENCY
1300 78 13 87 peter@agentbrand.co @peter.hutton agentbrand.co
AFTER WORKING WITH MANY SMALL INDEPENDENT AGENCIES, I'VE FOUND THERE ARE
5 COMMON ROADBLOCKS
AGENCY OWNERS FACE IN ATTEMPTING TO GROW THEIR BUSINESS.
SMALL AGENCIES STRUGGLE TO: 1. EARN ENOUGH MONEY You aren't earning the money you expected or hoped for. You can't seem to get past your ‘revenue-glass-ceiling’. You’re just not making enough sales. And the rent roll is growing too slow. If only you could increase your revenue, you could achieve more.
2. FIND TIME TO WORK ON YOUR AGENCY You want to be working on your business, but all you seem to be doing is working in your business. You had grand plans to build an agency that would give you more success, and more freedom. But you just can't find the time to improve your business.
3. COMPETE AGAINST THE BIG FAMILIAR AGENCIES You know you're better than your bigger more established competitors yet the BIG agencies keep getting the listings, and you get ignored. There's nothing more frustrating. Fact is, for small, BIG is the enemy. BIG keep winning because the market is more familiar with them.
4. ATTRACT ENOUGH CLIENTS AND SALES STAFF You have to constantly prospect for business. And it doesn't come easily. What's causing this is a lack of 'brand-pulling-power' and no 'unique-selling-proposition'. It's just another reason why property owners and sales people end up choosing the big established agencies over you.
5. BUILD ONLINE AND OFFLINE BRANDING THAT WORKS You chose independence over a franchise to be free. Problem is, you're on your own. No one to support you. No one to help you get your website and branding right. Because you have no one to guide you, you end up with branding that doesn't attract, engage and convert.
1300 78 13 87
peter@agentbrand.co
@peter.hutton
agentbrand.co
WE SOLVE YOUR
INDEPENDENT AGENCY'S
PROBLEMS
BY MENTORING YOU TO:
1.
'RE-FRAME' YOUR APPROACH TO ADD $MILLION+ TO YOUR REVENUE
Ultimately, your success 'score-card' in the real estate game is revenue. Peter will show you the secret to adding $million+ revenue to your score card by re-framing how you play the game.
2.
'RE-IMAGINE' YOUR AGENCY FOR FREEDOM AND SUCCESS
Building a truly successful business comes down to one thing. Having the right plan. Without it, you'll end up working in your business and not on it. Peter will help you create your ideal plan so you'll make more money and enjoy all the freedom and success you've dreamt about.
3.
'RE-POSITION' YOUR SMALL AGENCY TO BEAT THE BIG AGENCIES
You want to be chosen over the BIG established brands? You'll need to become the trusted authority. To get that happening, Peter will help position your agency so your brand is easily recognisable as THE authority in your marketplace. He'll help you become the trusted authority.
4.
'RE-DEFINE' YOUR BRAND TO ATTRACT SELLERS, LANDLORDS AND AGENTS
Standing out and being recognised is one thing. But getting them to choose you is another. Peter wil lhelp you turn on your unique, 'brand-pulling-power'. He'll help re-define your brand so that they choose you instead of your competitors.
5.
'RE-BUILD' YOUR BRANDING TO BECOME A $MILLION+ SMALL AGENCY BIG-BRAND
Peter will be your virtual Director of Branding. He'll hold your hand through the creation and building of your online and offline branding. He'll help you build a small agency, big brand that attracts, engages and converts. All within your budget.
1300 78 13 87
peter@agentbrand.co
@peter.hutton
agentbrand.co
WHO IS PETER HUTTON? Peter Hutton is probably one of the world's best-respected 'real-estate-agency' branding and marketing strategists and creative-thinkers. And he's been recognised as “Australia's Best Estate Agent� in the International Property Awards.
Peter is a sought after mentor and speaker with a reputation for a no-bullshit, brutally-honest approach. He offers cutting edge yet practical solutions to owners of independent agencies with delighted clients worldwide. Peter built and operated his own boutique Independent Agency which quickly became locally famous and a 'big brand' in the highly competitive inner city market where his office was located. His agency grew from a team of 2 to a team of 13 in under 3 years. Peter was a 'TOP 5%' real estate agent for most of his 17 year real estate career. In his first year of real estate, Peter became the No.1 agent in a leading agency group, regularly topping the sales within the 70+ strong sales team. He later went onto becoming the director of sales and marketing for an award-winning residential property development company. Peter cut his teeth on marketing and branding by managing the company's property advertising activity with expenditure reaching upwards of $750,000pa. Peter is known for writing one of the first eBooks for home owners on the topic of selling their home for more, which he now licenses to real estate agents in Australia and New Zealand as part of a 'lead-generation' system. Peter is a regular contributor to several online real estate industry magazines including Real Estate Business and Elite Agent. He has been a keynote speaker at events for realestate.com.au, Belle Property Australasia, RE/MAX, Elders and the Open2view National Conference and a regular speaker at Australian Regional Media (APN ARM) events.
1300 78 13 87
peter@agentbrand.co
@peter.hutton
agentbrand.co
CASE STUDY As Peter always says to his clients, “Don't tell your prospects what you can do, show them.” Following his own advice, here's a case study about Peter's real estate agency.
HUTTON REAL ESTATE -- “Great lessons in re-branding.” THE PROBLEM: We started out as HUTTON CBD. We later discovered the name confused people. Fact is, potential sellers completely ignored us. Getting listings was incredibly hard. I couldn't get agents to join me. That's when it hit me, our brand sucked big time.
THE LESSONS: - Set some hairy audacious goals to get super motivated - Better to re-brand and build an 'attraction agency' than to accept less - Creating a unique selling proposition ('USP') that differentiated us was a game changer - An 'authority website' builds trust and gets the phones ringing - Don't get worried about changing your name if you have no brand recognition, no one knows you so you have nothing to lose - The wrong name will repel business
THE RESULTS: - The new branding helped differentiate us, we became 'locally-famous' and that meant sellers called us - I had my first million dollar year - We went from 2 staff to 13 - in less than 3 years - We expanded from a 38m2 office to a high-exposure 150m2 retail store - 10,000+ unique visitors visited our website each month placing my website into the top 1% of websites worldwide (source: alexa.com) - Recognised in the International Property Awards as “Australia's Best Estate Agent” gave us more credibility and helped build trust
FOR MORE CASE STUDIES GO TO : http://agentbrand.co/category/case-studies/ 1300 78 13 87
peter@agentbrand.co
@peter.hutton
agentbrand.co
TESTIMONIALS “Peter Hutton has been an enormous change agent in my business life. He is consistent in his message and coaching, he does not suggest things one day then contradict it the next. I believe that consistency comes from an educated and realistic understanding of branding and the real estate industry. Peter had challenged my views and has pointed out when I have slipped back into old ways of thinking or doing, or introduced something that is unhelpful to my future direction. His coaching is worth far more than I have paid and is invaluable to establishing and growing my business. I fully expect my independent agency will become a top 5% agency.”
TREVOR PICKENS ( CEO - Melbourne ) “As a result of my first coaching session, Peter's knowledge and perspective opened my mind to a whole new world and has made a remarkable difference in my life both business and personal. With Peter's help, the impact of the coaching has been: I have set new standards for myself, my outlook, mindset, the way I perceive and approach my personal and business life has transformed, my goals and vision are clear and I'm more motivated than ever to achieve them. He knows what it takes to make people excel and my business and personal life is at a whole new level and continuing to grow.”
RYAN HOELZL ( Director - Burton & Ryan Property Agents ) “Thank you so much Peter for everything you have helped me with. Especially helping to get my head straight with the best 'Business Growth' techniques I have ever seen. Your knowledge of the industry plus your amazing “Magic” way of thinking has helped me make tens of thousands of extra dollars in a very short period of time, and the small investment for the time I have with you each month mentoring is almost a joke as to the return I have got out of it."
MARK LOWREY ( CEO - Style Estate Agents ) “Peter is the most talented real estate marketer I have come across. His brand building skill is up with the best of the best. As a coach he shares this experience and ability and works to develop your own unique way to take you to real estate 'greatness'. He doesn't offer the standard tactics-orientated approach that so many coaches do, Peter's coaching is a unique life changing experience. My sales revenue doubled because of the time I spent with Peter… now that's 'great' coaching."
JULIE JACKSON-LEMAIRE ( Licensed Real Estate Agent )
“Hiring Pete as my business coach was without a doubt the best decision I've made in my 4 years of being an agent. I must say that I was a bit sceptical about some of his methods/ideas at first but when asked to give it a go and be honest with myself it only went uphill from there.”
LUKE BURTON ( Director - Burton and Ryan Property Agents )
“I undertook the mentoring program with Peter Hutton to get help with branding my new real estate agency. My expectations for the program have been exceeded by a long way. I can only imagine the number of branding mistakes I would have made without Peter’s help. The brand that Peter and I have created is better than I could have hoped for. His creativity, skill and innovative approach to branding an independent agency is like no other trainer in Australia."
CHRIS MCKNOULTY (Director - Best Use Real Estate)
1300 78 13 87
peter@agentbrand.co
@peter.hutton
agentbrand.co
THE '5-STEP-BLUEPRINT' TO BUILDING A HIGH-PROFILE AND IN-DEMAND $MILLION+ BOUTIQUE AGENCY Hi there, Peter Hutton here. When I started my Award-Winning Agency - I made a "BIIIIIIIG MISTAKE!" It's the same mistake almost everyone makes when first starting out. I tried to "fit the market" to my poorly built brand. It's no wonder my first 6 months was such a PAINFUL STRUGGLE. I ended up throwing out my entire brand - which meant... -- $30K SPENT on the Website, Stationary, Logo & Signage - GONE. -- 6 Months of hard work - FOR NOTHING. -- Hundreds of Thousands in Missed Commission Opportunities - LOST FOREVER! BUT THEN -- I Got "THE 5 THINGS" Right -- And Everything Changed... -- I Had My First Million Dollar Year -- We Went From 2 Staff to 13 - in Less Than 3 Years -- We Were Recognised in the International Property Awards as “Australia's Best Estate Agent” I want to show you how to do exactly the same thing which is why I'm inviting you to join my...
‘BIG BRAND' YOUR SMALL AGENCY 3-DAY-INCUBATOR, PLUS 90-DAY MENTORING PROGRAMME Over the course of the programme I'll be personally holding your hand from concept through to building your brand. The results?
You'll build a brand that'll stand out in the crowd. You'll list and sell more property. You'll attract quality staff to your agency. You'll grow your rent roll. You'll build a $million+ business. The bottom line, you'll create all the meaning, freedom, financial security and lifestyle that you've dreamt of.
THE SMALL AGENCY 'BIG-BRAND' 90-DAY MENTORING PROGRAMME HERE'S OUR SMALL AGENCY ‘BIG-BRAND’ 5-STEP-BLUEPRINT THAT INCORPORATES THE '11-BIG-BRAND-RULES'
RULE #11
RULE #1 WHY
RECIPROCITY
RULE #10
RULE #2 CONSISTENCY
PERCEPTION
STEP 5
STEP 1
RE-BUILD
RE-FRAME
RULE #9
RULE #3 CONGRUENCY
VALUE
SUCCESS + FREEDOM STEP 4
STEP 2
RE-DEFINE
RE-IMAGINE
RULE #8
RULE #4
STEP 3
OPPOSITES
LEADERSHIP
RE-POSITION
RULE #7
RULE #5
AUTHORITY
SACRIFICE
RULE #5 NICHE
HOW THIS BLUEPRINT HELPS YOU STEP 1
STEP 2
STEP 3
STEP 4
STEP 5
RE-FRAME
RE-IMAGINE
RE-POSITION
RE-DEFINE
RE-BUILD
In this step Peter will show you the surprising secret to adding $million+ revenue to your score card by re-framing how you play the game.
This step is about creating a plan that will help you work on your business rather than just in it. It's about creating more success and greater freedom.
In this step Peter will help position your agency so your brand is easily recognisable as THE authority in your marketplace. He'll help you become the trusted authority.
In this step Peter will help you turn on your unique, 'brand-pulling-power'. He'll help re-define your brand so that they choose you instead of your competitors.
Being an independent means you're on your own. No one to help you build your brand right. In this step Peter will hold your hand so you get your branding built right.
1300 78 13 87
peter@agentbrand.co
@peter.hutton
agentbrand.co
PHASE 1: THE $MILLION+ “SMALL AGENCY BIG BRAND” 3-DAY-INCUBATOR: This is where your 'BIG BRAND' journey begins. It's a '3-day-incubator' small group training. By small group, I mean -- Just you and me and 5 other ambitious, ready to take 'massive-action' independent agency principals. Imagine learning everything you need to know to build your $Million “Small Agency Big Brand” -- in just 3 short days followed by 3 months of one-on-one 'expert-mentoring' (from Peter personally).
“SMALL AGENCY BIG BRAND” 3-DAY-INCUBATOR - STEPS 1, 2 & 3 OF THE BLUEPRINT -- By the end of the 3-days the master plan and context of your brand will have been created.
Here's the overwhelming value you get: -
You'll receive a 65 PAGE WORKBOOK which Peter will take you through step by step
-
You'll get clear on your 'BIG PICTURE' and your 'BIG WHY' (priceless)
-
Peter will help you differentiate your agency by helping you to create your 'NICHE', 'USP', 'SIGNATURE-SALES-SYSTEM', trading 'NAME' and your 'SLOGAN' (just do it for this alone)
And.. -
You'll learn Peter's trademark secrets to 'BENCHMARKING' a unique method he used to beat his competition
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You'll receive a 'BRAND CONSISTENCY' checklist
-
You'll receive an 'IMPLEMENTATION' checklist
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You'll receive a 'WEBSITE DESIGN' checklist and Peter's secrets to a building an 'ATTRACTION WEBSITE'
Plus.. -
You'll learn how to 'BRIEF YOUR DESIGNER' so you're virtually guaranteed of a 'BIG BRAND'
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You'll learn how to 'BOOTSTRAP' your agency build to save you $thousands
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You'll receive a SWIPE FILE of all Peter's agency marketing materials (worth $5,700)
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You'll be given a copy of Peter's $MILLION AGENCY PROCEDURES MANUAL (priceless)
PHASE 2: YOUR VERY OWN DIRECTOR OF BRANDING & MARKETING FOR 90 DAYS: THE BRAND BUILD - INCLUDES STEPS 4 & 5 OF THE BLUEPRINT -- Over the next 90 days after the 3-dayer Peter will personally mentor you through the building of your agency.
This is the tremendous value you get: -
2 X 90 MINUTE WEBINARS ON MARKETING YOUR AGENCY to attract and convert more business
-
15-MINUTE 'POWER-CALL' MENTORING SESSION EACH WEEK
-
1-HOUR ADVANCED 1-ON-1 MENTORING SESSION EVERY 4 WEEKS
And.. -
Over the 90-days, Peter will hold your hand to get your brand implemented
-
You'll learn everything you need to get your marketing working
-
Peter will be your virtual DIRECTOR OF BRANDING AND MARKETING during this period
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Peter will REVIEW AND GIVE FEEDBACK on all of your DESIGN BRIEFS before you engage designers this is about ensuring you get the best logo, identity, signage and website (many do the programme for this alone)
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Peter will REVIEW AND GIVE FEEDBACK on all ARTWORK. Use Peter's well trained eye for detail and creative experience to get the best out of your designers. You want a big brand? Then run everything past Peter first
Plus.. -
When it comes to BUILDING or RE-BUILDING YOUR WEBSITE, Peter is highly regarded for his knowledge in this area. His own real estate agency website was built in-house. It attracted over 10,000 unique visitors every month, ranking his site in the top 1% of websites worldwide (source: alexa.com) -- so use Peter to guide you through your website build
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You'll email Peter any QUESTIONS you have as often as need be and Peter will answer them promptly
-
You'll BOUNCE IDEAS OFF PETER, that's what he's here for. Pick his brains when you need to
START BY BOOKING IN FOR A FREE, NO-OBLIGATION,
SMALL AGENCY BRAND AUDIT We don't expect you to just dive straight into the mentoring programme without getting to know one and another first. We want to make sure we're a good fit. So we invite you to a no-obligation, completely discreet and FREE of charge, 60-minute 'Brand Audit' Session conducted by Peter Hutton.
In this session, Peter will personally review your current agency brand identity, including your website and key marketing collateral you currently use. He'll then compare your brand in relationship to what your goals are. And discuss with you what needs to change in order for you to create your “Small Agency Big Brand”. Here's what Peter will cover in the session: 1.
YOUR 'BIG PICTURE': Where you want to take your agency, how big and how fast.
2.
YOUR WEBSITE: Peter will look at your website standing in the shoes of your typical customer. He'll give you an insight into how your prospects are currently perceiving you, and what effect this is having on your agency.
3. YOUR MARKETING COLLATERAL: Similar to the website portion of the audit, Peter will review your current marketing materials and give you feedback on how they are impacting your brand. 4. ROADBLOCKS AND CHALLENGES TO GROWING YOUR AGENCY: Peter will discuss any other roadblocks you currently face and what to do about them. This Brand Audit Session is an invaluable process Peter has developed that'll provide you with insights as to closing the gap between where you're at right now and where you want to go. It'll help you see, with objective eyes, the roadblocks and challenges that may be getting in the way of your success. It'll also reveal opportunities for fast growth you may have not considered. WHO'S THE BRAND AUDIT SESSION FOR? - It's for start-ups through to mature independent real estate agency businesses - It's only suitable for those who are ambitious and ready to take the necessary action to succeed WHO'S THIS NOT FOR? - Sales people who do not own and run an independent agency and have no intention of becoming a business owner in the very near future - Principals of an agency in a franchise group who have no intention of starting their own independent agency
YES! I WOULD LIKE TO BOOK A BRAND AUDIT SESSION Just click on the following link to open Peter's appointment scheduling diary, and choose the date and time that works best for you from the available time slots: CLICK HERE TO BOOK YOUR APPOINTMENT
PETER CAN HELP YOU
$MILLION+ SMALL AGENCY ‘BIG-BRAND’ BUILD A
IN 90 DAYS
“BIG agencies make money by just being big. Smart small agencies make money by innovating and adding value.” Peter Hutton
1300 78 13 87 peter@agentbrand.co @peter.hutton agentbrand.co
FREE BRAND AUDIT