Kentucky REALTOR® Institute | Sales & Marketing 101

Content

547 modules

Rating

Course length

36 hours

Instructor

Maddison Ethington

Price

$279.00 USD

Description

Sales and Marketing for Real Estate Professionals

Credit Hours: 36 Broker Hours
Format: Online, Self-Paced
Textbooks: Sales and Marketing 101 and the KRI Law Manual are not included with this version. (Included with the package option.)

This 36-hour course is approved by the Kentucky Real Estate Commission (KREC) for applicants working toward their broker’s license. The course uses a conversational tone and includes a wealth of real-life examples to help students grasp foundational and advanced concepts in real estate sales and marketing.

You’ll learn how to identify client motivations, build relationships, apply practical marketing strategies, and master professional selling techniques relevant to today’s real estate market.

Access & Course Format

Access Period: 1 year from the date of enrollment
Availability: 24/7 online access via LearnUpon
Progress Tracking: Your seat time and module progress are tracked and timestamped within the platform
Flexibility: You may log in and out at any time and review completed modules—even after you’ve earned your certificate

Final Exam & Completion Requirements

Passing score: 75% or higher
Attempts allowed: 3
Format: 50 multiple-choice questions

To comply with KREC requirements, you must:

Complete all coursework
Submit the course affidavit
Complete the course evaluation
Pass the final exam

✅ Upon successful completion of all requirements, your Certificate of Completion will be automatically published in your LearnUpon “My Learning” page.

Important Policies

Refund Policy: A 75% refund is available within 7 days of purchase, only if no more than 50% of the course has been completed
No refunds are available after 7 days
If your purchase included the KRI Law Manual, you are not required to return the book; however, shipping costs (if applicable) will be deducted from the refund
Re-entry into the program requires registering at the current full price

To view the full KRI Policies & Procedures, [click here].

Support

Instructor Access: Provided within the course
Technical Support: Available within the course
KRI Support: For help accessing your course or with any questions, contact [email protected]

Legal Notice

A criminal conviction may prevent an applicant from qualifying for licensure under KRS 324.045.
Per KREC rules, students may not complete more than 9 hours of coursework per day. It is the student’s responsibility to track and comply with this requirement.

Objectives

By the end of this course, students will be able to:

Apply foundational and advanced marketing principles to real estate practice
Identify client motivations and tailor sales strategies accordingly
Develop a personal brand and marketing plan for real estate services
Build and manage prospect pipelines through effective lead generation
Deliver compelling listing presentations that resonate with sellers
Utilize a variety of tools, including digital and traditional media, to market properties
Handle client objections professionally and use proven techniques to close sales
Demonstrate time management and goal-setting techniques specific to real estate
Build long-term client relationships and referral networks
Uphold ethical standards and professionalism in all sales and marketing interactions

Certificate

By completing/passing this course, you will attain the certificate Sales & Marketing

Learning credits

36.0

Welcome & Introduction

Course Enrollment Agreement

Course Navigation

Unit 1 Contents

Unit 1 Overview

What is Real Estate Marketing?

What's the Utility?

Figure 1.1: How Useful Is the Product or Service to the Customer?

Place Utility

10.

Form Utility

11.

Time Utility

12.

Possession Utility

13.

Agent Services Utility

14.

The Four Elements of the Marketing Mix

15.

Figure 1.2: Marketing Consists of Long-Term and Short-Term Activities

16.

Product

17.

Promotion

18.

Price

19.

Figure 1.3: Many Factors Impact Price

20.

Place

21.

Key Point Review

22.

Unit 1 Quiz

23.

Unit 2 Contents

24.

Unit 2 Overview

25.

Psychology of Marketing

26.

Marketing Objectives

27.

Personality Types and Social Styles

28.

Overcoming Objections

29.

Branding

30.

Marketing Concept

31.

Customer Orientation

32.

Goal Orientation and Time Management

33.

Systems Orientation

34.

Exogenous Shocks

35.

Problems that Occur When Implementing the Marketing Concept

36.

Roles Consumers Make

37.

User and Buyer

38.

Decider

39.

Influencer and Gatekeeper

40.

Marketing to Consumer Types

41.

Building Consumer Relations

42.

Build a Referral Base

43.

Build a Reputation for Performance

44.

Personalize Your Business

45.

Self-Assessment

46.

Office Image

47.

Safety and Regulations

48.

Follow-Up

49.

Prospect Interaction

50.

Know the Competition and Swot Analysis

51.

Know Your Competition

52.

The Marketing Plan and Value Concept

53.

Marketing Plan

54.

Marketing Objectives

55.

Key Point Review-2

56.

Unit 2 Quiz

57.

Unit 3 Contents

58.

Unit 3 Overview

59.

Why bother with Segmentation?

60.

Differentiated Market

61.

Figure 3.1: Market Segmentation

62.

Categories that Segment the Market

63.

Demographic Segmentation

64.

Gender

65.

Income

66.

Family Life Cycles

67.

Figure 3.2: Family Life Cycles

68.

Unit 3 Discussion: Extrapolation of Demographic Data

69.

Extrapolation of Demographic Data

70.

Geographic Segmentation

71.

Psychographic Segmentation

72.

Externalists

73.

Internalists

74.

How to select your target market

75.

Identify the Market Segment and Its Size

76.

Accessibility-2

77.

Sales & Marketing 101 Unit 3 Discussion: Ad Comparisons

78.

Analysis and Strategy for your target market

79.

Figure 3.3: Two Ads

80.

Figure 3.4: Incentives in Ads

81.

An Overlooked Target Market

82.

Summary of the Target Market and the Marketing Mix

83.

Alternative Strategies

84.

Mass Marketing

85.

Differentiated Marketing

86.

Niche Marketing

87.

One Last Point: Markets Constantly Change

88.

Key Point Review-3

89.

Unit 3 Quiz

90.

Unit 4 Contents

91.

Unit 4 Overview

92.

Technology Today

93.

Transparency

94.

Social Media

95.

Websites

96.

Cloud Computing

97.

Notary

98.

Technology entering the mainstream

99.

Artificial Intelligence (AI)

100.

Smart Homes

101.

Virtual Reality

102.

Technology and Valuation Models

103.

What Could Go Wrong?

104.

Tech tools for Real Estate Salespeople

105.

Digital Camera and Gear

106.

Laptop Computer or Tablet

107.

Smartphone

108.

Global Positioning System (GPS)

109.

Talking Photographs

110.

Like You Were There

111.

Database Management

112.

Managing Client Files

113.

Customer Relations Management (CRM)

114.

Website and Blog Basics

115.

Positioning

116.

Target Market

117.

How Do They Find the Agent?

118.

Promote Yourself

119.

Email and Texting

120.

Blogs

121.

Essential Elements of a Professional Real Estate Website

122.

Home Page-2

123.

Content

124.

Community Information Page

125.

White Space

126.

The Compass

127.

You and Your Company

128.

Take Action

129.

Photography

130.

Active Video

131.

Access

132.

Accuracy of Listings in the MLS

133.

Policies Applicable to Participants’ IDX Sites

134.

Policies Applicable to Multiple Listing Services

135.

Third Party and Subscription Websites and Automatic Feeds

136.

Subscription Websites

137.

Key Point Review-4

138.

Unit 4 Quiz

139.

Unit 5 Contents

140.

Unit 5 Overview

141.

The Many Faces of Social Media

142.

Social Networking

143.

Taking Listings Beyond the MLS

144.

Targeting by Age Group

145.

Facebook

146.

Twitter

147.

Pinterest

148.

LinkedIn

149.

Youtube

150.

Marketing by Video

151.

Following the Rules

152.

Key Point Review-5

153.

Unit 5 Quiz

154.

Unit 6 Contents

155.

Unit 6 Overview

156.

Why Perform Market Research?

157.

The Purpose of the Research

158.

Data Gathering

159.

Analysis

160.

Conclusions

161.

Why Research Product Benefits?

162.

Figure 6.1: Features and Their Changing Benefits

163.

Time Management and Market Research

164.

Unit 6 Discussion: Customer Analysis

165.

Figure 6.2: Customer Analysis

166.

Market Research Helps Identify Opportunities

167.

Market Research and Channels of Distribution

168.

Using Market Research to Understand Strengths, Weaknesses, Opportunities, and Threats

169.

Performing Market Research

170.

Individual Agents vs. Large Companies

171.

Defining the Problem

172.

Gathering and Organizing Data

173.

Secondary Data Collection

174.

Primary Data Collection

175.

Closed Transactions

176.

Referral Power

177.

Parts of a House

178.

Focus on Segments

179.

Research Questions

180.

The FED

181.

Open Market Operations

182.

Reserve Requirements

183.

Figure 6.3: Expanding the Money Supply

184.

Discount Rate

185.

Data Analysis

186.

Sales & Marketing 101 Unit 6 Discussion: Market Segment

187.

Sales & Marketing 101 Unit 6 Discussion: Customer Analysis

188.

Research Data Analysis

189.

Drawing Conclusions

190.

Conclusions-2

191.

What Motivates Buyers and Sellers?

192.

Motivation

193.

Figure 6.4: What’s My Motivation

194.

Maslow's Hierarchy of Needs

195.

Needs

196.

Figure 6.5: Maslow’s Hierarchy of Needs

197.

Stage 1: Physiological Needs

198.

Stage 2: Safety Needs

199.

Stage 3: Social/Belongingness Needs

200.

Stage 4: Self-Esteem Needs

201.

Stage 5: Self-Actualization

202.

Conclusion

203.

Key point Review-6

204.

Unit 6 Quiz

205.

Unit 7 Contents

206.

Unit 7 Overview

207.

Product Strategy

208.

Total Product

209.

Intentional Presentation

210.

Packaging

211.

Services

212.

Pricing Strategy

213.

Defining Value

214.

Let’s Barter

215.

Value and Price

216.

How We Name Price

217.

Another Purpose for Price

218.

Price and Inflation

219.

The Effect on Housing Demand

220.

Sales & Marketing 101 Unit 7 Discussion: The Demand Curve

221.

Figure 7.1: The Demand Curve

222.

Agents React to Inflation in Different Ways

223.

No Reaction

224.

Take Lower-Priced Listings

225.

Finding the Value

226.

What Determines Property Price?

227.

How Sellers Price Their Property

228.

Discover the Result the Seller Wants

229.

Real Estate Values Never Go Down

230.

Meeting the Sellers’ Price

231.

Figure 7.2: Why Sellers Sell

232.

Enhancing a Property's Marketability

233.

Figure 7.3: A Unique Headline

234.

Getting More for Their Money

235.

Factors Influencing Property Pricing

236.

Competition and Property Pricing

237.

Price Niche

238.

Overpriced Property

239.

Pricing, Product, and Target Markets

240.

Unit 7 Key Points Review

241.

Unit 7 Quiz

242.

Unit 8 Contents

243.

Unit 8 Overview

244.

Brokerage Marketing Policy and Procedures

245.

Personal Pricing Decisions

246.

What Influences Personal Pricing Decisions?

247.

Enhanced Value

248.

Quality

249.

Saving Quality Services

250.

Expertise and Professionalism

251.

Profit

252.

Performance

253.

Ask for What You Are Worth

254.

What the Market Will Bear

255.

Fees for Service

256.

What Influences a Company’s Pricing Decisions?

257.

Time and Expenses

258.

Turnover

259.

Market Share

260.

Using Market ROI Analytics

261.

Investment Buyers

262.

Investing in Real Estate

263.

Considerations for Prospective Real Estate Investors

264.

The Investment

265.

Appreciation

266.

Income-2

267.

Cash Flow

268.

Cash-Flow Management

269.

Leverage

270.

Equity Buildup

271.

Pyramiding Through Refinancing

272.

Tax Benefits

273.

Capital Gains

274.

Sales & Marketing 101 Unit Unit 8 Discussion: Capital Gains

275.

Unit 8 Discussion: Capital Gains Solution

276.

Unit 8 Key Points of Review

277.

Unit 8 Quiz

278.

Unit 9 Contents

279.

Unit 9 Overview

280.

Characteristics of A Successful Salesperson

281.

Patience

282.

Trust and Credibility

283.

Motivation and Persistence

284.

Knowing Your Purpose

285.

Desire

286.

Self-Reliance

287.

Planning

288.

Willpower

289.

Persistence

290.

Mental Toughness

291.

Plan for Victories

292.

Communication Skills and Creativity

293.

Preferred Method of Communication

294.

Types of Communication

295.

Skills of Real Estate Professionals

296.

Knowledge

297.

Three Categories of Real estate Sales People

298.

Group 1: High Failure Rate

299.

Group 2: It’s a Job

300.

Delivering Exceptional Client Services

301.

Reliability

302.

Responsiveness

303.

Professionalism

304.

Assurance

305.

Empathy

306.

Daily Activities For Successful Real Estate Sales People

307.

Money Management

308.

Evaluate the Company's (Agent's) Strengths and Weaknesses

309.

Business Plan

310.

Marketing Plan and Value Proposition

311.

Marketing Plan-2

312.

Value Proposition

313.

Components of a Value Proposition

314.

Writing a Winning Value Proposition

315.

Writing a Unique Value Proposition

316.

The Ideal Marketing Plan

317.

Executive Summary

318.

Company Overview

319.

Mission Statement

320.

Background

321.

Long-Term Goals

322.

Financial Goals

323.

Real Estate Market Analysis

324.

Evaluate the Company's (Agent's) Strengths and Weaknesses

325.

Market Segment

326.

Marketing Objectives - 2

327.

Revenue (Sales) and Market Share:

328.

Strategies

329.

Marketing Mix

330.

Product Strategy (Both Property and Services)

331.

Pricing Strategy

332.

Place (Distribution) Strategy

333.

Promotional Strategy

334.

Implementation and Follow-Up

335.

Unit 9 Key Points of Review

336.

Unit 9 Quiz

337.

Unit 10 Contents

338.

Unit 10 Overview

339.

Reasons For Choosing A Real Estate Salesperson

340.

Professionalism-2

341.

Promotion-2

342.

Fair Value Estimate

343.

Personal Service

344.

Counseling

345.

Qualifying Buyers

346.

Multiple Listing Service

347.

Sincere Interest

348.

Follow-Up-2

349.

Generational Differences

350.

Traditionalists (Born Between 1900–1945)

351.

Baby Boomers (Born Between 1946–1964)

352.

Generation X (Born Between 1965–1980)

353.

Millennials (Born Between 1981–2003)

354.

Generation Z (Born in or After 2004)

355.

Cultural Differences

356.

Learning Styles

357.

Visual Learners

358.

Auditory Learners

359.

Kinesthetic Learners

360.

Personality Types

361.

Personality Type 1: Driver

362.

A Driver’s House

363.

Recognizing a Driver

364.

Personality Type 2: Analytic

365.

An Analytic’s House

366.

Recognizing an Analytic

367.

Personality Type 4: Amiable

368.

An Amiable’s House

369.

Recognizing an Amiable

370.

Personality Type 4: Expressive

371.

An Expressive’s House

372.

Recognizing an Expressive

373.

The Need to Understand Personality Types

374.

Sales & Marketing 101 Unit Unit 10 Discussion: The Four Personality Types

375.

Case Study: The Four Personality Types

376.

Case Study Conclusions

377.

Value Package

378.

Unit 10 Key Points of Review

379.

Unit 10 Quiz

380.

Unit 11 Contents

381.

Unit 11 Overview

382.

Personal Selling: Advantages and Disadvantages

383.

Figure 11.1: Advantages and Disadvantages of Personal Selling

384.

Expense of Recruitment and Training

385.

Fear of Doing Something Wrong

386.

Problem Solver

387.

Interact With the Client

388.

Presentations to a Few at a Time

389.

Understanding Personal Selling Styles

390.

Pioneers

391.

Order Getters

392.

Order Takers

393.

Customizing Client Presentations

394.

Activities of Personal Selling

395.

Tools to Promote Agents’ Services

396.

Referral Market

397.

Business Cards

398.

Public Speaking

399.

Real Estate Courses

400.

Public Events

401.

Steps to a Sale

402.

Prospecting

403.

Closed Files

404.

Lists

405.

Expired Listings

406.

Farm Area

407.

Phone Calls

408.

Prospecting Taken a Step Further

409.

The Art of the Successful Sale

410.

Attention

411.

Interest

412.

Desire-2

413.

Action

414.

Closing the Sale

415.

The Process of Qualifying

416.

Qualifying the Prospect

417.

The Reason to Buy

418.

People Buy for Unique Reasons

419.

Talking to a Friend

420.

Know the Inventory

421.

Why Don't They Buy?

422.

Figure 11.2: Reason to Buy

423.

Emotional Reasons for Buying

424.

Understanding Objections

425.

Breaking Down an Objection

426.

Unit 11 Key Points of Review

427.

Unit 11 Quiz

428.

Unit 12 Contents

429.

Unit 12 Overview

430.

Types of Financing

431.

Conventional Loan

432.

Federal Housing Administration (FHA)

433.

Veteran Affairs (VA)

434.

Seller Financing

435.

How to Use the Qualifying Interview

436.

Offer the Right Solution

437.

Questions With a Purpose

438.

Sample Interview Questions

439.

Negotiating the Contract and Closing the Sale

440.

Trial Close

441.

Understanding Objections - 2

442.

Negative Objection-2

443.

Positive Objection-2

444.

Breaking Down an Objection - 2

445.

Overcoming Objections-3

446.

Should You Answer Every Objection?-2

447.

Closing Techniques

448.

Purchase Agreement Close

449.

The Question Close

450.

The Alternative Choice Close

451.

Puppy Dog Close

452.

The Ben Franklin Close

453.

The Summary Close

454.

The Similar Situation Close (Storytelling)

455.

The Lost Sale Close

456.

The Call Back Close

457.

The Secondary Question Close

458.

The Sharp Angle Close

459.

The Think It Over Close

460.

The Final Objection

461.

Step 1: Listen to the Prospects

462.

Step 2: Empathize With Their Situation

463.

Step 3: Question the Problem

464.

Step 4: Help Them Solve the Problem

465.

Step 5: Ask for the Order

466.

FOLLOW-UP

467.

Unit 12 Key Points of Review

468.

Unit 12 Quiz

469.

Unit 13 Contents

470.

Unit 13 Overview

471.

Advertising Regulations and Communication with Consumers

472.

Do-Not-Call Regulations: Background and History

473.

Do-Not-Call Regulations: Actual Operation

474.

Do-Not-Call Regulations: Penalties

475.

Do-Not-Fax Regulations: Background and History

476.

Do-Not-Fax Regulations: Actual Operation

477.

Do-Not-Fax Regulations: Penalties

478.

CAN-SPAM Act

479.

FAIR HOUSING AND THE AMERICANS WITH DISABILITIES ACT

480.

Rights of African Americans

481.

The Civil Rights Act of 1866

482.

History of Residential Segregation

483.

1930s

484.

1940s, 1950s, 1960s

485.

1970s

486.

1980s

487.

Separate but Equal Doctrine

488.

Equal Opportunity in Housing

489.

Evolution of the Protected Classes

490.

Exemptions

491.

Advertising and Fair Housing

492.

Race, Color, National Origin

493.

Religion

494.

Sex

495.

Handicap

496.

Familial Status

497.

Discriminatory Housing Practices

498.

HUD Issues Guidance on Lesbian, Gay, Bisexual, and Transgender (LGBT) Housing Discrimination Complaints

499.

Equal Access to Housing in HUD Programs Regardless of Sexual Orientation or Gender Identity

500.

HUD Regulations

501.

Unlawful to Sell or Rent or to Negotiate for the Sale or Renta

502.

Discrimination in Terms, Conditions, and Privileges, and in Services and Facilities

503.

Other Prohibited Sale and Rental Conduct

504.

Discriminatory Representations on the Availability of Dwellings

505.

Blockbusting

506.

Discrimination in Residential Real Estate-Related Transactions

507.

State and Local Fair Housing Laws

508.

The Americans with Disabilities Act

509.

Antitrust Laws

510.

Price-Fixing

511.

Group Boycott

512.

Allocation of Customers or Markets

513.

Tie-In Agreements

514.

Penalties

515.

Unit 13 Key Points of Review

516.

Unit 13 Quiz

517.

Unit 14 Contents

518.

Unit 14 Overview

519.

Personal Selling Activities

520.

The Professional

521.

Figure 14.1: Activities That Result in Sales and Referrals

522.

Figure 14.2: Activities in the Sales Process

523.

Preparation

524.

Research

525.

Planning-2

526.

Prospecting-2

527.

Qualifying

528.

Selling Styles

529.

Technology in Real Estate Practice

530.

Communication in a Digital Age

531.

Smartphones

532.

Email/Texting

533.

Social Media-2

534.

Internet Advertising

535.

Electronic Contracting

536.

Prohibited Communications

537.

Voluntary Trade Associations

538.

NAR Affiliates

539.

Professional Ethics

540.

Code of Ethics

541.

Unit 14 Key Points of Review

542.

Unit 14 Quiz

543.

Exam Information

544.

Sales & Marketing 101 Final Exam

545.

Affidavit of Completion

546.

Course Evaluation

547.

Completion

Added 15 days ago, by Randy

The photos have issues, some of the info was repetitive but still tons of useful info

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