HNR - Agent Marketing Flow by The Buckhead Office

HARRY NORMAN, REALTORS®

FLOW MARKETING GUIDE

AUGUST 2021

AGENT NEWSLETTER | MONTHLY

HARRY NORMAN AGENT NEWSLETTER Informative, yet fun, seasonal newsletter sent on the first Monday of every month

LUXURY EDITION NEWSLETTER | QUARTERLY

HARRY NORMAN LUXURY EDITION NEWSLETTER Informative, high-end, seasonal newsletter of luxury trends

CRM | CUSTOMIZABLE ECARDS IT’S EASY TO STAY IN TOUCH WITH ECARDS FOR EVERY OCCASION Visit the CRM to access an entire library of customizable eCards

HARRY NORMAN RELO ECARDS

HOLIDAY MESSAGES | SOCIAL MEDIA

MESSAGES HAVE BEEN CREATED FOR EVERY HOLIDAY The graphics can be found on the cloud under Documents > Company Public > Marketing > Social Media Holiday Messages

THE BUZZ FROM THE EXPERTS

STAY INFORMED AND ON TOP OF THE MARKET. Harry Norman, REALTORS® creates a weekly buzz that keeps digital and social viewers up to date with the newest trends and need to know facts about the Atlanta Real Estate Market

MARKET UPDATES FROM THE EXPERTS

QUARTERLY MARKET REPORTS - LUXURY & RESIDENTAL These reports can be shared through the Harry Norman website under Services > Market Insights and through the CRM.

SOCIAL STATS | SOCIAL MEDIA

YEARLY COMPARISONS OF KEY MARKETS IN ATLANTA. HNR creates monthly social stats that keep digital and social viewers up to date with the market stats in their area.

MARKET INSIGHT REPORT

KEEP YOUR SPHERE INFORMED WITH THE MARKET HAPPENINGS BY SUBSCRIBING TO THE MARKET INSIGHT REPORT • Utilize the Market Insight Report as a tool to inform your clients on the market activity in their local area.

• Access over 400 defined areas based on cities, schools, and neighborhoods

• Automate the report to send weekly, monthly or quarterly.

• Bonus: The “Home Valuation” button at

the bottom of the report serves as a lead generation tool for you

DIRECTIONS • Visit the CRM • On the menu toolbar in the CRM click on Leads > My Leads or Contacts

• Click on the lead or contacts name, scroll down the page, and select Market Insights.

• Click the Subscribe button and fill out the form Note: If a custom market insight area was created the custom areas will show at the bottom of the Location drop-down menu Frequency: • Weekly goes out every Monday • Monthly goes out on the first of the month • Quarterly goes out the first of every quarter 10

MIA | MARKETING INNOVATION AUTOMATION

MIA IS YOUR ONE STOP SHOP FOR MARKETING YOUR LISTING. MIA instantly creates the materials you need to market your listings at each stage of the sales campaign. As soon as your listing goes live, you will receive an email from MIA showing what she has already created for you. There are 38 template designs that include social media posts, a virtual tour, postcards, flyers, and more. Digital assets are ready to be shared on social media and print materials are ready to be sent to the printer. All that is left for you to do is click on a button.

LOLO GIFTS | LOCAL GIFT OF THE MONTH CAMPAIGN

WHAT ARE LOLO GIFTS? Digital gifts sent from your email to your clients Redeemable by email or text Gifts are curated by region Create more personal and meaningful touches

HOW MUCH DOES IT COST? Fixed cost no matter how many gifts are redeemed or used First month is free Monthly Option: $1.35 per client Annual Option: $1.00 per client Both options Minimum of 25 clients

WHAT ARE THE GIFT ZONES? Atlanta North/Cumming Decatur/Midtown East Cobb West Cobb

Buckhead Dunwoody/Sandy Springs North Georgia Mountains North Fulton

REAL ESTATE REVIEWS | TOOLKIT CMA

CONTACT EVERYONE IN YOUR DATABASE YEARLY It’s a great idea to get in touch with everyone in your database once a year and suggest they sit down with you to review the current market activity in their neighborhood and nationally.

Create Personalized Real Estate Reviews with ToolKit CMA

SETTING THE APPOINTMENT

Mary: Hi John, I hope I caught you at a good time, this is Mary Johns calling. How are you? John: Mary! Hi. Great to hear from you. How are things? Mary: Things are great I’m having a busy year at work. My family is doing well. Can’t complain! How is your family doing? Any big changes?

When you are calling your clients to set up an appointment, you will have a much higher chance of getting the appointment if you say you already prepared the report rather than ask if they would like you to prepare it for them and then meet. Here is an example of how the call may go:

John: Well, my wife Anne got a new job and the son is off to college so that is new. All great changes! Mary: Happy to hear it, John. I don’t want to take too much of your time. I wanted to get in touch because I put together a property analysis of your home and I thought we could get together and discuss some of the results, as well as look at any goals you have for your home now or in the next 5 to 10 years to see if I can help you achieve those. Would you have some time in the next two weeks to meet for about half an hour? John: Thank you for putting this together. That would be great. Let me talk to Anne and see what time works for her and get back to you. Mary: Sounds perfect. John, I know you are a busy man so if I don’t hear back from you I’ll send you a quick email to follow up. Please say “Hi” to Anne for me and congratulations to your son on his graduation. Talk to you later. John: I will. Goodbye!

MAKING A F.O.R.D. PHONE CALL

PICK UP THE PHONE & CONNECT WITH SOMEONE No matter how much online marketing, print marketing and relationship building you do, nothing has more power than a voice-to-voice or face-to-face interaction.

Here are some great reasons to pick up the phone, using the FORD call technique. A FORD call should be sort and sweet. Your goal is to ask questions that help you learn more about your client while demonstrating you are genuinely interested in their life. Be sure to pay attention for any changes they are going through that may cause a real estate need. For example, if someone is having a baby they may need to up-size from their condo to a larger single family home.

FRIENDS & FAMILY

OCCUPATION

RECREATION

DREAMS (FUTURE)

“How is the family doing?” “You mentioned your daughter was getting married, are you ready for the big day?” “What are the kids up to this summer vacation?”

“How’s the new business coming along?” “Last time we talked you mentioned a career change, any progress on that?”

“I know you are into skiing. Have you been able to get out to the slopes this year?” “Any vacation plans for over the summer?” “How was your trip to Italy?”

“Now that the kids have left for college, what’s next for you guys? “Have you thought about where you want to retire?”

Here are some other reasons to pick up the phone and call. Sellers > update Active buyers > update Recent closed customers > do you need anything? Referral sources > thank you & update on progress Anniversaries > guess what happened 5 years ago today?

Birthdays Invitations Annual market update Thank you Congratulations

HANDWRITTEN NOTES

THE APPEAL OF A HANDWRITTEN NOTE Although emailing is convenient, a handwritten note has a “stand out” quality. The handwritten note helps distinguish your voice and message from the hundreds of others that often crowd a person’s inbox. Holidays and life events are a great reason to send a special note: Invitation to an event Congratulations Marriage Anniversary New Baby New Job

Personal Achievement Happy Birthday Holidays Easter Passover Mother’s Day

Father’s Day 4th of July Thanksgiving Christmas Hanukkah New Years

OCCASIONS TO WRITE HANDWRITTEN NOTES Here are some reasons to send a note: THANK A CLIENT FOR THEIR BUSINESS:

Dear X, Thank you for the opportunity to work with you and for putting your trust in me. I am honored to have helped you with the [sale/purchase] of your home and most important asset. Please keep in touch and let me know if there is anything else I can do to help you. It was a pleasure working with you! Sincerely,

THANK YOU FOR A REFERRAL:

Dear X, Thank you for recommending me and putting your name and trust in me. I will do my very best to ensure Y has a great real estate experience! I will keep in touch and let you know how everything turns out. Thank you for your referral. Sincerely,

SAY IT WAS NICE MEETING YOU:

Dear X, I just wanted to write you a quick note to say how great it was meeting you earlier this week. I really enjoyed our conversation regarding Z. (this could be about their business, their family, specific interests, an event etc.) and hope that we can stay in touch in the future. I have included my business card so you have my contact information. Sincerely,

TOUCH BASE AND SAY “HI”:

Dear X, Just a quick note to say hi and see how you are doing. I was thinking about you the other day and realized we haven’t been in touch over the last little while. I hope everything is going well with you and your family. I would love to catch up over coffee or connect by phone. I will give you a call in the next few days so hopefully we can find a time that works! Looking forward to chatting soon!

RESIDENTIAL REAL ESTATE FORECAST

ANNUALLY UPDATED REAL ESTATE TRENDS & INSIGHTS Include this informational piece in your Real Estate Review or send solo to keep your network informed on local and national trends

FLOW MARKETING GUIDE

Put yourself in the position that when the decision to buy or sell a home is considered you are the first person on their mind.

GOAL A minimum of three touches each month per member of your database, for over 36 touches at a minimum each year.

HOW DOES IT WORK? First, ensure your database is up to date in the CRM. Then, create a FLOW Calendar to schedule the touches you will have on each member of your database every month (minimum of 3). Lastly, utilize all of these resources available to you by visiting MyHNRoffice.com and your office marketing coordinator/graphic designer. 21

FLOW SAMPLE CALENDAR

JAN

Happy New Year - Ecard on CRM Week 1 Make a F.O.R.D. call Week 2 HUD Letters for new home owners Week 3 * Other Options: LOLO Gifts • HN Luxury Edition Newsletter • LuxeTrends Newsletter • Market Report

FEB

Happy Valentine’s Day- Ecard on CRM Week 1 Make a F.O.R.D. call Week 2 Real Estate Review Email or Customized Market Insight Email Week 3 * Other Options: LOLO Gifts • HN Luxury Edition Newsletter • LuxeTrends Newsletter • Market Report

MAR

Spring Forward or Happy St. Pat’s day - Ecard on CRM Week 1 Make a F.O.R.D. call Week 2 Real Estate Review Email or Customized Market Insight Email Week 3 * Other Options: LOLO Gifts • HN Luxury Edition Newsletter • LuxeTrends Newsletter • Market Report

APR

Easter/Passover - Ecard on CRM Week 1 Make a F.O.R.D. call Week 2 Real Estate Review Email or Customized Market Insight Email Week 3 * Other Options: LOLO Gifts • HN Luxury Edition Newsletter • LuxeTrends Newsletter • Market Report

MAY

Happy Mother’s Day - Ecard on CRM Week 1 Make a F.O.R.D. call Week 2 Real Estate Review Email or Customized Market Insight Email Week 3 * Other Options: LOLO Gifts • HN Luxury Edition Newsletter • LuxeTrends Newsletter • Market Report

JUN

Happy Father’s Day - Ecard on CRM Week 1 Make a F.O.R.D. call Week 2 Real Estate Review Email or Customized Market Insight Email Week 3 * Other Options: LOLO Gifts • HN Luxury Edition Newsletter • LuxeTrends Newsletter • Market Report

* Options can be toggled out to add variety to your marketing

FLOW SAMPLE CALENDAR

JUL

AUG

Happy Fourth of July - Ecard on CRM Week 1 Make a F.O.R.D. call Week 2 Real Estate Review Email or Customized Market Insight Email Week 3 * Other Options: LOLO Gifts • HN Luxury Edition Newsletter • LuxeTrends Newsletter • Market Report

Yearly Interest Rate Update Postcard Week 1 Make a F.O.R.D. call Week 2 Real Estate Review Email or Customized Market Insight Email Week 3 * Other Options: LOLO Gifts • HN Luxury Edition Newsletter • LuxeTrends Newsletter • Market Report

SEPT

Happy Labor Day Ecard on CRM Week 1 Make a F.O.R.D. call Week 2 Real Estate Review Email or Customized Market Insight Email Week 3 * Other Options: LOLO Gifts • HN Luxury Edition Newsletter • LuxeTrends Newsletter • Market Report

OCT

Happy Halloween Ecard on CRM Week 1 Make a F.O.R.D. call Week 2 Real Estate Review Email or Customized Market Insight Email Week 3 * Other Options: LOLO Gifts • HN Luxury Edition Newsletter • LuxeTrends Newsletter • Market Report

NOV

Happy Thanksgiving Ecard on CRM Week 1 Make a F.O.R.D. call Week 2 Real Estate Review Email or Customized Market Insight Email Week 3 * Other Options: LOLO Gifts • HN Luxury Edition Newsletter • LuxeTrends Newsletter • Market Report

DEC

Happy Holidays Ecard on CRM Week 1 Make a F.O.R.D. call Week 2 Real Estate Review Email or Customized Market Insight Email Week 3 * Other Options: LOLO Gifts • HN Luxury Edition Newsletter • LuxeTrends Newsletter • Market Report

* Options can be toggled out to add variety to your marketing

FLOW SAMPLE CALENDAR

JAN

FEB

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MAR

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APR

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MAY

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JUN

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SEPT

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OCT

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NOTES & OBSERVATIONS

HarryNorman.com