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Yvonne Arnold

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Yvonne Arnold is targeting top real estate agents or small team leaders who are seeking to optimize their operations for sustainability and scalability.

Audience Type

  • B2B
  • Top real estate agents and small team leaders.

Industries (if B2B)

  • Real estate

Needs – Primary Buying Considerations

  • Scalable, efficient operations
  • Improved systems and processes
  • Enhanced people management

Demographics

  • Age Range: Not specified
  • Gender: Not specified
  • Geography: United States
  • Income Level: $400,000+ gross commission income per year
  • Profession: Real estate agents and team leaders
  • Business Size: Small businesses with at least one assistant

Psychographics

  • Lifestyle: Busy and hardworking
  • What they value: Stability, scalability, and freedom through structure
  • Pain Points: Lack of systems and stratrgies in managing their operation, overworked
  • Buying Behavior: Likely to seek expert guidance and coaching
  • Decision-Making Roles:
  • Primary Decision Maker: Real Estate agents or team leaders
  • Secondary Decision Influencers: Not specified
  • Support Roles: Assistant team members

2. My Message to My Target Audience

Refined Elevator Pitch

  • Yvonne Arnold revitalizes floundering real estate businesses, converting overwhelmed agents into confident owners through her O.P.P.S. Accelerator. Clients gain business structure, profitability, and the sweet taste of freedom.

Understanding Their Pain Points

  • The chaos of unstructured business operations
  • Overwhelmed with responsibilities, lacking control
  • Struggling to scale success without established systems

Transformation

  • Acquiring structured, efficient, and profitable operations
  • Freedom from overwhelming tasks, renewed confidence
  • Evolution into a fully-functioning business capable of taking a day off

Unique Selling Proposition (USP)

  • Proven guidance through Operations, People, Profits, and Systems (O.P.P.S)
  • Success stories: exhausted agents turned confident business owners
  • Unlike growth-focused coaching, O.P.P.S delivers freedom through structure

Brand Values & One-Liners

  • ‟Turning overwhelmed agents into confident owners.ˮ
  • ‟Not just growth, we deliver structure.ˮ
  • ‟Your roadmap to a profit-driven, sustainable real estate business.ˮ

Tone

  • Yvonne Arnold communicates in a straightforward yet compassionate tone. The voice instills trust, credibility, and creates a resonating connection with overwhelmed agents aspiring for a structured, profitable business.

Hero Text Idea

  • Flag Text: ‟U.S. Real Estate Agentsˮ
  • Main Headline: ‟Turning Chaos into Structure for Real Estate Businessesˮ
  • Sub Headline: ‟Move from a swamped agent to a relaxed owner with our O.P.P.S. Accelerator. Enjoy a business that thrives even when you're off!ˮ
  • CTA: ‟Start Your Transformation Today!ˮ

3. The Media I Will Use to Reach my Target Market

Website

  • Optimize website for SEO by using target keywords such as 'real estate systems', 'business coaching'.
  • Add success stories on the site to boost credibility.
  • Track user behavior and conversions using Google Analytics.
  • Ensure mobile optimization as real estate professionals are often on the go.

Social Media

  • Instagram: Share daily tips and client success stories.
  • LinkedIn: Share blog posts, industry trends, and participate in discussions.
  • Post frequencies should be daily on Instagram and 3 posts per week on LinkedIn.
  • Join real estate-themed LinkedIn groups for networking and outreach.

Paid Advertising

  • LinkedIn: Sponsor content aimed at real estate professionals.
  • Google Ads: Run targeted search ads for specific keywords.

Content Recommendations

  • Write blog posts on 'How to Scale a Real Estate Business', 'Optimizing Systems for Real Estate', etc.

Podcasts

  • Appear on podcasts like Real Estate Coaching Radio or Top Agents Playbook.

Directories

  • Get listed on real estate specific directories such as Zillow Premier Agent directory, Realtor.com directory.

Publications

  • Write guest posts or articles for Realtor Magazine or Real Estate Business Online.

Partnerships & Outreach

  • Partner with real estate associations or clubs to offer workshops or webinars.
  • Outreach to successful real estate agents on LinkedIn.

SEO and Content

  • Use keyword research tools to optimize blog content.
  • Target long-tail keyword phrases like 'how to systemize a real estate business'.

Offline and Local Media

  • Participate in local real estate networking events.
  • Leave brochures or flyers at real estate offices.

Online Events

  • Host webinars on topics like 'Moving From Agent to Business Owner'.

Online Networking

  • Participate in discussions on real estate specific forums like BiggerPockets or ActiveRain.

Cold Outreach

  • Send personalized LinkedIn messages to potential leads.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free eBook: 'Guide to Streamlining Real Estate Operations'
  • Check-List: 'Essentials of a Structured Real Estate Business'
  • Webinar: 'How to Systemize and Scale a Real Estate Business'

Tripwire Offer

  • Strategy Session: A low-cost, one-time consultation session.
  • Mini-Course: A starter course on basic operational efficiency in real estate

Welcome Sequence

  • Email 1: Welcome and eBook/Checklist download link
  • Email 2: Introduction to Yvonne, the O.P.P.S Accelerator, and client success stories
  • Email 3: Offer the Tripwire (Strategy Session or Mini-Course)

Segmentation

  • Segment leads based on their interest level (eBook downloads, webinar attendance, etc.)

Chatbot and Automation

  • Implement chatbot on website for instant interaction and lead qualification
  • Automate lead capture and follow-up emails through CRM

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Proprietary CRM
  • Automation capabilities: Not specified
  • Recommended improvements or replacements: Consider switching to HubSpot for better integration and automation options

Sales CRM

  • Current platform: Proprietary CRM
  • Pipeline tracking or handoff process: Direct payment through StanStore link
  • Recommended upgrades: Integration with HubSpot to consolidate marketing and sales efforts

Automated Follow-Ups

  • Types of automations: Post-opt-in welcome and introduction emails
  • Frequency or triggers: Immediate after opt-in, subsequent emails after 2-3 days

Newsletter

  • Frequency: Monthly
  • Topics or content pillars: Success stories, tips for systems optimization
  • Segmentation: Separate content for leads at different stages (newly interested, considering purchase, post-purchase)

Retargeting & Ads

  • Platforms and goals: LinkedIn sponsored content for professional audience, Google Ads for search visibility

Social Media and Content

  • Posting frequency: Daily on Instagram, 3x weekly on LinkedIn
  • Content type or campaign focus: Daily tips, success stories, blog post promotions

Webinars and Events

  • Suggested cadence or purpose: Monthly webinars to provide valuable content, showcase expertise

Other Nurture Channels

  • Chatbot, SMS, or other automation tools: Implement chatbot for customer service and lead qualification, consider SMS for time-sensitive communications

3. Sales Conversion Strategy

Sales Process

  • Strengthen free 15min discovery session to showcase expertise and build trust
  • Automate booking appointments for discovery session to reduce friction
  • Post discovery session, use personalized email to drive clients to payment page

Sales Assets

  • Develop sales scripts for discovery session, focusing on client pain points and offering tailored solutions
  • Create SOPs for the sales process to ensure consistency and efficiency

Objection Handling and Guarantees

  • Equip sales scripts with responses for common objections such as price and commitment
  • Ensure robust guarantees are clearly communicated during discovery session and on the payment page

Testimonials and Case Studies

  • Collect testimonials and case studies from satisfied customers
  • Highlight these on the website, social media, and in the discovery session

Conversion Rate Insights

  • Use CRM to monitor conversion rates from discovery session to payment
  • Continuously refine strategy based on data-driven insights

Urgency and Offers

  • Establish limited-time offers or bonuses to cultivate a sense of urgency
  • Use scarcity messaging in sales scripts and on payment page

Shock and Awe

  • Send personalized thank you notes or small gifts to new clients to foster a positive start to their journey
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Personalized welcome email outlining the benefits of the O.P.P.S Accelerator.
  • Booking link for an initial strategy session within the welcome email.
  • Printed and digital welcome kits with a roadmap of the coaching process.

Communication Cadence

  • Weekly 1:1 coaching calls with agendas and follow-up action items sent after each session.
  • Bi-weekly newsletters with tips on real estate business strategies and systems.

Client Education

  • Access to comprehensive video training on systems, people, and profits in real estate.
  • Guided tutorials for adapting the included pre-built business collateral.
  • Free membership to the Built To Profit Community for collaborative learning and networking.

Personalized Touches

  • Celebratory emails or cards recognizing client milestones in business growth.
  • Personal check-ins via texts for moments of encouragement or queries.
  • Handwritten thank-you notes at the end of the 6-month coaching period.

Visuals and Documentation

  • Detailed reports and progress recaps after each coaching session.
  • 'Before' and 'After' benchmarks of the client's business structure and operations.

Feedback and Proactive Support

  • Mid-session surveys to gather feedback on the coaching process and make immediate improvements.
  • Proactive business audit for early diagnosis and correction of operational misalignments.

Guarantee or Promise

  • Satisfaction guarantee with fast-acting service recovery mechanisms.
  • Risk-free clause assuring assistance until the client's business runs systematically.

Operational Excellence

  • Punctual start and end of coaching calls.
  • Providing files and reports in universally accessible formats to honor the client's tech preferences.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Promote the value of ongoing support by offering yearly contracts with a loyalty discount

Upsells & Cross-Sells

  • Add an option to buy on-demand coaching sessions for specialized deep-dive topics
  • Encourage bundling of discovery session along with O.P.P.S. Accelerator for comprehensive coaching

Bundling & Packaging

  • Package O.P.P.S. Accelerator with additional features such as advanced system templates or premium community membership

Loyalty & Retention Programs

  • Point-based loyalty program that incentivizes customers to engage in coaching, community, and referrals

Custom Services and Personalization

  • Provide premium service tiers such as "white-glove" personalized business strategy consultancy

Pricing Strategy

  • Offer discounts or rewards for customers who commit long term (6 months or more)
  • Implement value-based pricing, aligning prices with the value delivered

Customer Data and Insights

  • Mine the CRM data to identify potential upsell opportunities and prevent churn

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • 10% credit towards future services for referrers
  • On successful referral: 1 bonus coaching session for referrer, 1 free session for the referee

Shareable Assets

  • Shareable social media posts highlighting success stories
  • Video testimonials or case studies showcase
  • Digital referral cards with unique codes for tracking

Timing and Triggers

  • After successful milestones or breakthroughs in coaching sessions
  • Automate emails seeking referrals after 3 months of coaching engagement

Client Success Stories

  • Regularly share testimonials or case studies on website and social media
  • Quarterly success story spotlight email featuring top transformations

Referral Contests

  • Quarterly contests rewarding top referrers with a free 'Master Your Systems' workshop

Partner or Affiliate Programs

  • Collaborate with real estate agencies to offer their top agents a discounted coaching package

Thank-You Experience

  • Send a personalized thank-you note to referrers
  • Top referrers are recognized annually on website and social platforms

Take Your Marketing Plan to the Next Level

Now that you have your 1PMP, you've unlocked a FREE Marketing Clarity Call with my team.

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