Social mediamarketing have dominated the ATL marketing tactics now a days . Most business were cautious at first, however, the majority of successful business now have social media strategies and are leveraging the popularity of social media as an integral part of their marketing efforts. Social media can be used for much more than just marketing, including customer support, research and development, public relations, just to name a few. To summarize, social media has attracted such large audiences that you cannot ignore joining them and adopt social media strategies as a significant part of your overall marketing plan. The benefits are numerous: 1. Increase exposure 2. Increase operational efficiencies 3. Decrease marketing expenses 4. Communicate better – better engagement 5. Build better relationships with your prospects and customers.

1. Social MediaSocial Media MarketingMarketing
Options For Real EstateOptions For Real Estate
Sandeep Pandey
MBA-Real Estate
Amity University,Noida
+91-9911539003

2. How Technology ChangesHow Technology Changes
the 4Psthe 4Ps
Era of: Product Place Promotion Price
Personal
Selling
(pre-1840s)
Commodities Retail Store Store Displays Going Rate
Advertising
(1840s to
1990s)
National
Brands
Malls &
Superstores
National
Advertising
Retail Price
Interactive
Commerce
(1994 and
beyond)
• Branded
Commodities
• Mass
Customization
• Worldwide
Marketplace
• Affiliate
Programs
• Internet-
based
Web Sites
• Interactive
Ads
• Instant
Messaging
Intelligent
Software
Agents
2

3. ObjectivesObjectives
Describe how marketers are leveraging the
power of online technology.
How To Get the visitor to perform the
desired “Action”.
Measure the effectiveness of an online
marketing campaign
To Reach the widest audience of potential
buyers.
How Social Media impact our business ?
How to use for enhancing business?
Discuss the effects of the Internet on
marketing objectives and strategy

4. Why Internet Marketing Now?
• Traditional Marketing Tactics Becoming Less Effective
• Benefits of Internet Marketing
– Targeted
– Measurable
– Cost-Effective
– “Early Mover” Advantage Still Exists
• Smart Allocation During a Downturn

5. But What, Exactly, Is Internet Marketing?
Key Components
1. Website Design
2. Search Engine Optimization
3. Social Media Marketing
4. Pay Per Click Advertising
5. Email Marketing

6. What Typically Goes Wrong? (IN RE )
• Website Design
• Search Engine Optimization
• Social Media
• Pay Per Click Marketing
• Email

7. Top Website Design Mistakes (IN REAL
ESTATE)
1. Impeding search engines
2. Poor cross-browser compliance
3. Egocentric site copy
4. Lacking clear USP
5. Lacking clear call-to-action
6. “Brochure”
Website Design

8. What is SEO? Why Does it Matter?
• Reach people who are specifically seeking your information and products
• Investment in SEO provides on-going streams of relevant website traffic
SEO

9. Top SEO Mistakes (Real Estate)
1. Web design impediments
2. Believing SEO is only a web design issue
3. Not identifying words that people actually search
4. Not optimizing pages for desired “keywords”
5. Keyword-stuffing / over-optimizing
SEO

10. Top SEO Mistakes (continued)
6. Writing for “robots” instead of humans
7. Duplicate content and “near” duplicate content
8. Stagnant content
9. Not building links to website
10. Focus on rankings vs. traffic (or transactions)
SEO

11. The New Kid on the Block
Why Social Media Matters For Real
Estate
• Communicate with and gain insights from target
customers
• Social media provides tremendous reach at a
fraction of the cost of traditional marketing
methods
• Create awareness and buzz around your brand,
service, or product
• Successful social media marketing campaigns attract
links, and as a result, enhance SEO efforts
Social Media

12. Top Social Media Mistakes (Real Estate)
1. Not doing it
“I don’t have time…”
2. Not having a purpose + plan
Random, meaningless content
3. Being too promotional
Beware of the “Amway” guy
4. Not sticking with it
“I got busy…”
Social Media

13. What is Pay Per Click?
• Reach people who are specifically searching for your information and products
• Receive immediate and detailed feedback on performance of campaign
• Reach thousands of potential customers within minutes
PPC

14. Top PPC Mistakes In Real Estate
1. Not being targeted
2. Not being relevant
3. No conversion tracking
4. No email capture
5. Not testing
PPC

15. Email Marketing For Real Estate
• Guide customers through buying cycle
– Browser
– Shopper
– Buyer
– Lifetime Customer
• Cost-effective, automated, scalable
• Newsletters, follow-up campaigns
Email Marketing

16. Top Email Marketing Mistakes
1. Not opting-in
2. Not being relevant
3. Not adding value
4. Not taking advantage of powerful technologies
Email Marketing

17. How to Do it Right?

18. Take an Integrated Approach
You might be thinking
• “I’m comfortable with SEO…”
• “I’m used to PPC…”
• “I’m afraid of social media…”
Why not just do one piece?
Integrated Approach Provides:
• Synergy
• Cumulative Results
• and Spreads/Limits Risk
How to Do it Right

19. How We Work with Clients
• Initial Call to Determine Business Goals
– What is your current status? What do you want to achieve?
– Who is your audience, who are your competitors?
– How will your business benefit from an integrated internet marketing campaign?
• Create Customized Action Plan
– Audit website
– Perform research (keyword, competitive research)
– Develop custom SEO, social media, PPC, and email strategies to achieve business goals
• Implement Campaign
How to Do it Right

20. A survey to homebuyers who recently
moved were asked:
“Do you think the internet is becoming
more important than print advertising to
market a home?”
YOUR HOME’S PRESENCE ON THE INTERNETYOUR HOME’S PRESENCE ON THE INTERNET
IS NOW MORE IMPORTANT TO A LARGERIS NOW MORE IMPORTANT TO A LARGER
PART OF THE INTERNETPART OF THE INTERNET
YES – 49.3%
NO –19.7%
Source: Conducted by linkedin polls

21. CONTINEOUSLY INCREASING
2002-06: Internet
surpassed print ads
2012: More buyers found
their home on internet than
from signs
2012
THE INTERNET IS NOWTHE INTERNET IS NOW 9 TIMES9 TIMES MOREMORE
EFFECTIVE THAN PRINT ADS!EFFECTIVE THAN PRINT ADS!
Source: National Association of REALTORS®
, Profile of Home Buyers and Sellers, 2012

22. BUYERS SEARCH OUR LOCAL WEB SITE
BUYERS WHO ARE JUST
ON ABC.COM
BUYERS WHO SEARCH
OUR LOCAL SITE AND
ABC.COM
REACHING THE WIDEST AUDIENCEREACHING THE WIDEST AUDIENCE

23. 23
Corporate Web sitesCorporate Web sites
Resellers’ Web sitesResellers’ Web sites
Affiliate programsAffiliate programs
PPC/VIDEOSPPC/VIDEOS

24. Promotion MethodsPromotion Methods
Several popular promotion tools exist for the Internet marketer. Spam, most often considered annoying, is still in use in many areas, but buzz beats
spam. Buzz, or viral marketing, means spreading the news about a product, service, or site via word of mouth (or word of email
24
Mass-MaillingMass-Mailling
SOCIAL WebsiteSOCIAL Website
Instant MessagingInstant Messaging
Interactive Ads/ppcInteractive Ads/ppc
Search Engine Listings/seo/SEMSearch Engine Listings/seo/SEM
Online PORTALSOnline PORTALS
An INTEGRATED OnlineAn INTEGRATED Online
promotionpromotion
approachapproach
An INTEGRATED OnlineAn INTEGRATED Online
promotionpromotion
approachapproach

25. Internet Demographics and TrendsInternet Demographics and Trends
ASSOCHAM-The global online population as of July 2012 stands close to 1.5 billion
users, growing at a rate of 7% Y-o-Y. 25
Online:Online:
By GenderBy Gender
Online:Online:
By GenderBy Gender
60% of Men
56% of Women

26. B2B ExchangesB2B Exchanges
26
Online trading floorOnline trading floor
Struggling to surviveStruggling to survive
Over half out of business
since 2002
Over half out of business
since 2002
On Line
http://www.xyz.com
On Line
http://www.xyz.com

27. Internet Demographics and TrendsInternet Demographics and Trends
27
Online:Online:
ByBy
Online:Online:
ByBy
% of
% of
% of

28. Internet Demographics and TrendsInternet Demographics and Trends
28
Online:Online:
ByBy
education ieducation i
Online:Online:
ByBy
education ieducation i
23% no high school
45% of high school grads
82% of college grads and
post-graduates

29. Basic Forms ofVirtual BusinessBasic Forms ofVirtual Business
29
Forms ofForms of
InternetInternet
commercecommerce
Forms ofForms of
InternetInternet
commercecommerce
Business-to-business
B2B
Business-to-Consumer
B2C
Consumer-to-Consumer
C2C

30. B2B ExchangesB2B Exchanges
30
Online trading floorOnline trading floor
Struggling to surviveStruggling to survive
Over half out of business
since 2002
Over half out of business
since 2002
On Line
http://www.xyz.com
On Line
http://www.xyz.com

31. Maximizing Customer RelationshipMaximizing Customer Relationship
Marketing on the InternetMarketing on the Internet
31
UsingUsing
CookiesCookies
UsingUsing
CookiesCookies
Data trackingData tracking
Needed for personalized
content
Needed for personalized
content
Keep ad content freshKeep ad content fresh
Controversial because of
privacy concerns
Controversial because of
privacy concerns

32. Improving Search Engine ResultsImproving Search Engine Results
32
1 – Choose the right words1 – Choose the right words
2 – Put those words at top of page2 – Put those words at top of page
3 – Use meta tags, like bold type3 – Use meta tags, like bold type
4 – Increase non-reciprocal links4 – Increase non-reciprocal links
5 – Incorporate graphics5 – Incorporate graphics
6 – Incorporate video/audio6 – Incorporate video/audio
7 – Pay for a better link7 – Pay for a better link

33. MetricsMetrics
The server can tell:The server can tell:
Who visited
How many times
(hits)
And where (page
views)
The server can’t tell:The server can’t tell:
 Recency
 Frequency
 Monetary value
33
The server can’t tell:The server can’t tell:
Recency
Frequency
Monetary value
The server can tell:The server can tell:
Who visited
How many times (hits)
And where (page views)

34. Stickiness as the New MetricStickiness as the New Metric
34
Stickiness =
Frequency
Duration
Site Reach

36. Product Idea
Your Customers
Marketing
Identify
Develop Sell

37. Recently iAcquire partnered with SurveyMonkey Audience and asked
internet users about how they use social media.They studied their
social behavior and summed up the answers in a nice infographic.
The most important key insights of the social behavior study are:
 75% of people object to sharing their private search data;
 “Likes” or “+1s”influence only 12% of users’ search behavior;
 50% of users don’t care about images in search results;
 Facebook is not preferred by users under the age of 30;
 LinkedIn, Facebook andTwitter are most popular with 30+ users;
 75% of older user (45+) share using email;
 70% of people don’t use the Facebook search engine;
 from 2011-2012 time spent on social media has increased by
roughly 30 billion minutes.
Social Media And Behavior Study
http://www.viralblog.com/social-media/social-media-and-behavior-study/

39. Blogs still more influential than Twitter, says
study

40. “Budget-wise, brands are spending only
10% on social, more than half of which
goes to Facebook (57%).YouTube and
Twitter each get 13% of the brand digital
budget, while about 6% is spent on
influencers and 5% advertising on blogs.”

41. While it’s understandable that a bulk of money
goes on Facebook, which is still influential, quite
clearly some more of that digital marketing
budget needs to start swing the way of bloggers
and influences – only 11% does so far, despite the
clear trust that consumers have for blogs. Brands
are spending money to drive likes, and consumers
are sharing content, but they are turning to blogs
they trust to guide making purchases.
Customers like to ‘follow’ and ‘like’ brands to
keep up to date with them, they very rarely use
them to make purchases:


42. http://wallblog.co.uk/2013/04/02/blogs-still-more-influential-than-twitter-says-
study/#ixzz2PwZb5K5l

43. Customer Service In Social Media
Customers are looking for information about products, seek answers. So provide them
with these also through channels and communicate, as it’s the fundamental of social
media.
People make mistakes and it’s easy to overlook something when there are hundred
thousands Facebook fans and Twitter followers. Than it’s not that difficult to get some
social media tool in place that tracks all the communication coming though social media
channels, assigns importance and much more.

44. LINKEDINLINKEDIN
LinkedIn is exploding with popularity, and with LinkedIn Today, it can
send loads of high quality traffic and customers for Real Estate.
LinkedIn has since evolved and has created a world of opportunity for
Real Estate & Other Business.

45. LinkedIn has been an importantLinkedIn has been an important
marketing tool for several reasons:marketing tool for several reasons:
The basic plan costs nothing. Companies can have all employees
register, create a page for their company and have employees follow
the company to start a fan base.
Personal connections: Put a Name to a Face. In a technology-
driven world where personal connections on which small business is built
are dissolving, LinkedIn adds a personal touch to business.
Join Groups. Groups are one of the best ways to expose your company.
Join groups related to your company, your industry, and yourself on an
individual level. Then, contribute to discussions or start your own, post a
link and share. Watch how many people start looking at your profile!

46. Steps To Explore LinkedIN for RESteps To Explore LinkedIN for RE
The easiest and best ways to use LinkedIn
is to add your company to the site.And
join it as one of its employees.
A company page on LinkedIn can be used
to display news about your activities,
drive traffic to your corporate website,
post job offers and much more.

47. Slideshare presentationsSlideshare presentations::
your company is sure to
produce presentations (powerpoint, PDF,
…) with a scope wider than your internal
organisation. It is surprising how many
people are interested in the information
you share. By creating an account
on Slideshare you can upload your
presentations.The application in LinkedIn
will then show the latest presentations you
have uploaded and will even inform your
network.

48. Wordpress or Blog Link:Wordpress or Blog Link:
If your company has a blog with news you
can use one of these LinkedIn applications
to connect it to your profile.This allows
your LinkedIn contacts to discover posts
which they may find interesting.

49. Create a LinkedIn Group-Create a LinkedIn Group-
 Setup a group with a broader theme related your
industry. Use the group to lead thinking in your
market, then promote the group and build
membership.
There are a lot of ways to promote your group:
Invite relevant contacts from your network to
join this group. Feature the group on your
company's website.Ask people in your company
to join the group. Build a dedicated page or blog
for your group. Invite key customers and contacts
to join. Create an ad or widget in one of your
email campaigns. Invite other experts in your field
to join your network or group.Above all, be
creative.

50. Use LinkedIn's DirectAds-Use LinkedIn's DirectAds-
This is a new feature on LinkedIn and is
still in beta. It allows you to push relevant
ads to targeted demographics in the
entire LinkedIn subscriber base. It's very
similar to ad targeting in Facebook or
Google's AdWords.

51. Source-Businesses and Their Hatred for Twitter
http://www.candsinsuranceblog.com/?p=1725

52. FacebookFacebook

53. Facebook Ads have also become a popular way for agents to market
both themselves as well as new properties. To get the most value, there
are a few key things to keep in mind.
When designing your ad, Facebook recommends that you write clear,
targeted ads with concise text that speaks directly to the audience you will
reach.
Secondly, be smart about the image you use in the ad. “People want to
see properties, not your smiling face,”

54. How to Sell Real Estate on Facebook
Create a Facebook
page for your real
estate selling
business. This
separates your
personal profile
from your
professional profile.
Personal messages
may interfere with
your sales efforts
and make you seem
less professional.
Update your status regularly.
Post new real estate listings or
let your Facebook friends and
fans know what you're up to.
For example, post a new status
when you have an open house,
an interview, a vacation or a
meeting to stay connected so
people think of you when they
want to buy real estate.

55. Post photos of real estate
properties for sale on your
professional Facebook profile
page. Include details such as asking
price and open house dates so
prospective buyers have more
information when considering
whether to pursue the property.
Even if your Facebook friends and
fans don't plan to buy any time
soon, they may pass the
information along to someone
who is in the market to buy a
property.
Link your Facebook page
to your other social media
avenues, such as Twitter,
your professional website
or YouTube. This increases
your exposure so you can
reach more potential
buyers.

56. Link your Facebook page to your
other social media avenues, such
as Twitter, your professional
website or YouTube. This
increases your exposure so you
can reach more potential buyers.
Hire a design company to create a
Quick Response (QR) code for your
Facebook profile, and print the code on
your business card or brochure. When
a prospective buyer scans the QR code
with a mobile device, his Internet
browser will open your Facebook
profile page so he can become your
Facebook friend or fan. This allows you
to reach a larger Web audience
through the prospective buyer and also
lets you stay in touch with him.

57. Facebook is the clear leader as far as
social networks are concerned with users
connecting to friends and relatives and
sharing all aspects of their daily lives.
This community aspect can also be
yielded for real estate purposes.

58. An example of a project xyz worked on
is ‘JOGGERS-CASA’, a mainly
residential project in the area of NCR
A Facebook page was created for the
project and used to broadcast news,
photographs and so forth related to
construction.

59. In a second phase this page was used in
conjunction with an ad campaign and a
Facebook event page to draw more people
to the launch event.
In the ideal scenario such a page should
evolve into a homepage for the future
neighbours to interact and discuss the
project, independently of your input.This
may seem a little daunting but it is better to
offer an open platform in which you can
participate in discussions rather than turn a
blind eye and hope for the best.

60. twittertwitter

61.  Twitter was originally intended to allow
its users to answer one question:“What
are you doing right now?”.
However, not all users remain as active as
when they just joined up.There is also a
lot being Tweeted, but not many of these
short messages lead to meaningful
interactions.

62. Putting company onTwitterPutting company onTwitter
Use this Twitter profile to broadcast
messages related to your activities in
general.
Have you signed any new deals? Did one
of your projects get a certain energy
efficiency label? Are you attending
upcoming corporate events? All Related
To your company steps.

63. Start by posting important events related
to the permit, the construction and so
forth.As the project is finished you can
use Twitter to continue to raise
awareness by tweeting about the sale of
an apartment, a signed contract for offices
or a new company deciding to have a
shop in your retail building. Don’t forget
to link to local newspapers who have
mentioned your project!

64. Methodlogy For Generatin Leads ByMethodlogy For Generatin Leads By
Social MediaSocial Media
LinkedIN
Make company profile on LINKEDIN
Promote the link in different social
groups for branding(m) &marketing of
products.
Make group exactly related to our
business.Then add people in your profile
which suits for my business ,
After adding them sends card of
appreciaton and wishes.

65. I shall Get Responses in revert after that I
shall send group invitation for joining our
Group .They will join it.
Then I invite them for respective
discussions and mean while discussion I ll
put my business advertisement through
personal messages and in discussion.

66. We find some potential customers which
are exactly interested in our project or
interesting in investments.

67. List of blogs For MarketingList of blogs For Marketing
 1>http://lifestyle-ncr.blogspot.in
 2>http://potentialhousing.wordpress.com
 3>http://taxfree-property.blogspot.in
 4>http://plots-lansdowneone.blogspot.in
 5>http://plots-lansdowneone.blogspot.in/
 6>http://99acre.tk/
THESE BLOGS ARE USEDE FOR EMAIL MARKETING,SOCIAL SITES PROMOTION & SHARING UPDATES ON
TWEETER,FACEBOOK PAGES,LINKEDIN PROFILE UPDATES,GROUP UPDATES

68. ThankYouThankYou
Sandeep Pandey
MBA-Real Estate
Amity University,Noida
+91-9911539003