MIRM
The Master in Residential Marketing (MIRM) represents the pinnacle of new home sales education because it represents years of industry experience, serious coursework requirements and a one-of-a-kind requirement for a successful case study to complete the designation.

That means that there are not a lot of MIRM designees in the market, but those who are, are the leaders in their field.

The Master in Residential Marketing (MIRM) designation is the highest achievement for new home sales and marketing professionals. Earning the MIRM designation sets you apart from the competition and increases your marketability because it demonstrates commitment to continued industry knowledge and professionalism.

CMP
As the home building industry rebounds, builders and developers are looking for qualified salespeople. The Certified New Home Marketing Professional (CMP) is a mid-level designation that will help you manage the sales and marketing function of a new home community and boost your career.

How to Earn Your MIRM
How to Earn Your CMP

MIRM/CMP Course II: Principles of Residential Marketing: Strategy & Implementation

Learn the foundations of how to make the sale through effective marketing strategies

Once you have completed the research and analysis (CMP/MIRM I) which has helped you to identify the best location and product for your target market, you must determine the best approach to communicating to a mass of potential buyers.

Principles of Residential Marketing: Strategy and Implementation hones your skills in preparing marketing and sales budgets. You will learn how to implement advertising based on a particular target market and gain greater insight on the various methods for generating traffic on a large budget as well as on a limited budget. Whether you are building production homes in a community or custom homes on the buyer’s land, this course will teach you how to implement an effective sales environment. It will also explore where you can find good salespeople and how to determine what type of support staff is appropriate. You will learn how to train and pay staff and evaluate their performance as well as analyze and correct the initial and ongoing results of your building projects. Audience for this Course This course is intended to serve the needs of residential home builders and developers as well as sales and marketing professionals, real estate agents and the lenders who work with them.

In this two-part course you’ll learn the foundations of how to make the sale through effective marketing strategies. You’ll be able to define the role of marketing and sales and be able to take the research and develop an effective marketing strategy that uses the best channels to reach your desired audience.

Part 1:The online component (part 1) must be taken prior to the classroom component (part 2) and the worksheets completed during the online portion must be brought to the classroom portion of
the course.

By completing the online component of the course, you will be able to:

Understand the importance of developing and analyzing a marketing strategy.
Explain the relationship between marketing, sales and your product.
Understand the roles of advertising, promotions and public relations in your sales strategy and identify the various channels for reaching audiences (e.g., digital, print, events).
Learn how to determine staffing and sales environment needs.

You will be asked to bring completed materials from the online component for use in activities in the classroom (part 2) so it is critical that you complete all aspects of the online course and prepare accordingly before coming to the classroom.

Once you register and pay with the Greater Atlanta HBA, you will receive a link and coupon code for the online class.

ONLINE CLASS ACKNOWLEDGEMENT: I understand that I will not be allowed into the classroom unless I have completed the online pre-requisite and will bring my online certificate of completion with me. I also understand that bringing a copy of my completed homework will enhance my experience in the classroom. I understand that if I do not complete the online course and am not permitted to attend the class component, I will not receive a refund of my registration fees. (You will be asked to sign this acknowledgement when you register online)

PART 2: This classroom component (Part 2) applies the strategy and implementation concepts from the online component (Part 1) through hands-on training using your completed exercises (required) from the online course. You will develop and implement your community’s marketing and sales strategy and apply your strategy to determine appropriate channels and messaging based on your target market. You will also learn how to scale tactics based on product and location and explore how to develop effective sales environments.

By completing this section, you will be able to:

Describe the purpose of marketing goals and strategies as they relate to sales goals
Apply a buyer profile to drive and prioritize marketing mix decisions
Identify effective characteristics of lead generation tactics
Develop a list of lead generating tactics based on a target market
Determine an appropriate marketing budget allocation for a project
Derive meaning from a sales absorption timetable
Identify developer or builder best practices for coordinating the efforts of the marketing team and the sales team
Identify considerations for planning sales office type, location and design
Describe the purpose and importance of model merchandising in home sales
Identify leading trends in the use of virtual environments to support sales operations
List several best practices for creating effective sales environments
Determine the best sales team staffing model for a sales office
Identify he pros and cons of the three types of commissions systems
Identify pros and cons of hiring experienced and inexperienced people for a sales team
Use a quantitative and qualitative method to train and coach sales staff
Systematically conduct initial results analysis and corrective action planning

Topics Covered:

Market Strategy and Goals
Marketing Mix
Lead Generation
The Marketing Budget
Sales Absorption
Team Coordination
Sales Environment
Sales Teams
Initial Results and Corrective Action

Special Instructions: ONLINE (part 1) must be taken prior to CLASSROOM (part 2) and the worksheets completed during the online portion must be brought to the classroom portion of the course.

Students are strongly encouraged to take Research & Analysis before Strategy & Implementation for the most valuable learning experience if working towards the CMP and/or MIRM designations.

Pre-registration is required for this course.
No walk in registrations will be allowed.

Session facilitator Meredith Oliver, MIRM, MCSP, CSP is a sales and marketing strategist. She is the founder and creative director of Meredith Communications, a digital marketing agency in Raleigh, NC. Meredith holds a Masters Degree in Communication Technology and is the author of three books, Click Power, FANtastic Marketing, and FANtastic Selling. She is a professional speaker and holds the prestigious CSP (Certified Speaking Professional®) designation, the highest designation conferred by the National Speakers Association. She also is a MIRM (Master in Residential Marketing) and MCSP (Master Certified Sales Professional). Meredith received the MIRM Designee of the Year Award at the 2017 NAHB International Builders Show. You can learn more about her at MeredithCommunications.com and follow her on Twitter @MeredithCSP.

Sign in begins at 7:30 a.m.

This session qualifies under the Rules of the Georgia State Licensing Board for Residential and General Contractors for six (6) continuing education hourseach for the online and the classroom components. The Greater Atlanta Home Builders has approved this seminar for six (6) CPHB continuing education credits each for the online and the classroom components.

Once the 2 course parts (online & classroom) are completed, you will have 12 (twelve) continuing education credit hours.

CREDIT NOTE: Any session approved for Georgia State Licensing Credit or Georgia Real Estate Credit requires the participant to attend the full session to receive credit. The participant is required to sign in and sign out. Failure to sign in or sign out will result in 0 CEUs/credits for the session. Sorry, no exceptions.

NAHB Designations
This course is required for the following NAHB designations: CMP, MIRM
6 Continuing Education Credits for these NAHB designations: CAPS, CGA, CGB, CGR, GMB, CSP, Master CSP, CMP, MIRM

A 48-hour written notice is required for ALL cancellations -- NO REFUNDS FOR NO-SHOWS

Contact Valerie Siegel, Education Manager, for questions or assistance (vsiegel@atlantahomebuilders.com or 678-775-1469).

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CMP/MIRM II - Principles of Residential Marketing: Strategy & Implementation