What does real estate marketing look like in today’s world? Marketing has changed dramatically in the past decade, and we’ve entered a new frontier. Reaching clients and potential customers used to be a costly venture – with long printing wait-times and pricey postage. Today, online marketing options offer us a free way to keep in touch with our current spheres and reach potential new clients, but the rules are different. This new school of marketing, with its multitude of social media platforms and opportunities, requires a new kind of marketing savvy and can be overwhelming to navigate. This course teaches you how to combine tools like Facebook, Twitter, and YouTube (and more!) along with email marketing and blogging, with the tried-and-true marketing techniques you already know. The class will teach you to:
* Develop an online brand that expresses who you are and helps you maintain a consistent online presence. * Create a social media strategy that works for you and incorporates the platforms with which you are most comfortable. * Combine “old school” techniques, like direct mail and print advertising, with new school opportunities, like your Facebook business page and blogging, to create a more cost-effective and optimized approach to marketing. * Incorporate public relations strategies into your marketing plan and be your own publicist.
3. “I Have No Time For…”
• Social media
• Blogging
• Photos
• Videos
• Email marketing
• Anything more than I already do!
4. Rule of Thirds
from Chris Brogan
New
Prospecting
Executing on
Prospecting
Servicing
Your
Accounts
Photo credit: “3 fire buckets” by Hadleywal on Flickr.com
5. “I Have No Time For…”
• Social media
• Blogging
• Photos
• Videos
• Email marketing
• Anything more than I already do!
6. Word of Mouth Marketing
is the most powerful form of
marketing there is.
13. What Do These Numbers
Mean To You?
75
91
68
77
60
% of time spent on “social” Internet
14. What Do These Numbers
Mean To You?
75
91
68
77
60
% of time spent on “social” Internet
% of homebuyers start search online
15. What Do These Numbers
Mean To You?
75
91
68
77
60
% of time spent on “social” Internet
% of homebuyers start search online
% of consumers using mobile apps in
real estate search
16. What Do These Numbers
Mean To You?
75
91
68
77
60
% of time spent on “social” Internet
% of homebuyers start search online
% of consumers using mobile apps in
real estate search
% of public using mobile at home
17. What Do These Numbers
Mean To You?
75
91
68
77
60
% of time spent on “social” Internet
% of homebuyers start search online
% of consumers using mobile apps in
real estate search
% of public using mobile at home
million people looked for real estate
on the top 5 RE sites in 2012
22. Photo credit: “Social Media Network (from Crossword Series)” on freedigitalphotos.net
23. What is a Brand?
• It’s who you are.
• It’s what sets you apart.
• It’s what your clients think of when
they think of you.
• It’s the story you tell with your
marketing.
27. Are You Using Your Photo?
• Does it look like you? (in other
words, is it current?)
• Is it professional?
• Is it friendly? accessible? relatable?
• Is it prop-free?
• Does it appeal to your target
audience?
28. Consistency is Key
• Logo
• Colors
• Recognizable photo
• Voice
• Niche
• Message
• Passion
29. MARKETING ANALYSIS
Who are you trying to reach?
What do you know about this group?
Is there one message or many for them?
30. Getting Your Site Found
Target Market Demographics
• With whom do you work?
With whom do you want to work?
• What information do they need?
What interests them?
• What do you want to share with
them?
• What problems can you solve for
them?
34. Website = Central Focus
Website
and/or
Blog
Facebook
Personal
Facebook
Business
Page
Linked In
Direct Mail
and Other
YouTube
Email/
Enewsletters
Twitter
35. Website Features
• Search for all local marketplace
inventory
• View multiple photos and videos for
listings
• Contact an agent, broker or
mortgage professional
• Learn “basic” information about the
real estate process
36. Don’t Forget:
• View multiple photos and videos for
listings
• “Contact Me” page
• Help finding lenders & other service
providers
• Learn “basic” information about the
real estate process
• Information about YOU
37. How do you address the
consumer’s needs?
• Integrity of your company
(think testimonials)
• Knowledge of the process
(think learning)
• Responsiveness to inquiries
(think instant)
• Knowledge of the market
(think visuals)
38. SEO is...
• The process of improving your website’s
ranking in search engine results
• Spiders crawl your site and determine your
ranking based on the search engine’s
(Google, Yahoo, etc.) a complex
algorithm that takes a variety of
information
39. SEO Tactics to Apply
• Install Google Analytics on your website to
establish baseline data on traffic
• Create a keyword hit list based on
relevance
• Adjust your page title to include important
keywords
• Infuse keywords strategically on site
• Consistently add content
47. Benefits of Blogging
• Build your audience
• Be seen as the local expert
• SEO
• Give consumers what they want:
information
• And because... YOU have
something to say!
48. Blog blog blog...
(Not blah blah blah!)
• Market stats
• Local community information
(dining, shopping, festivals, things to do)
• FAQs
• DIY tips
• Buyer and seller information
• YOU!
50. Email Marketing
• An opt-in is much more valuable
than an apathetic past client
• An opt-out can hurt you
• Produce quality content and
subscribers will come to you
• Create a plan
• Be focused with your content
51. My Favorite Email Platform
Mailchimp.com – FREE for up to 2,000
subscribers, fewer than 12,000
emails/month
V
53. Just because you have my email
address does not mean you have my
permission to add me to your email list.
Can Spam Act: A Compliance Guide for
Businesses - http://goo.gl/SQhHL
55. What Is That Thing?
• Explain it to your
clients – don’t
assume they
know.
• Give instruction on
flyers: “Download
QR Reader and
scan here for more
information.”
56. Bit.ly
• More than a URL shortener
• Creates and TRACKS shortened URLS,
QR codes, and more
60. Being Smart with QR Codes
• Billboards – no
• Websites – no
• Moving vehicles – maybe
• Lockboxes – yes
• Real estate signs/riders – yes
• Listing tour tool – yes
• Where else can you creatively use
them?
63. Thinglink:
Jazz Up Your Virtual Tours
• Add video, photos and text pop-
ups to your photos
• Allows interactive exploration of
your photos
• Brings still photos to life
64. Thinglink:
How Can You Use It?
• Text feature: point out important
features
• Photo feature: let viewers “look” out
the window or into the next room
• Video feature: give a video intro to
the room or have the seller give a
testimonial about why this is their
favorite room, feature, etc.
72. Get To Know Your Consumer:
The more you know about them, the easier
it is to create service strategies online.
73. • Basic systems in place to keep
fans engaged.
– Fill in the blank Friday
– Photo Friday
– Update on stats
– Pick your palace A and B
– Questions
– Quotes
– Weekend Update
What to Post
86. Are You on G+ Yet?
• The new kid – who’s using?
• Google owns #1 and #2 search
engine – Google + YouTube
• Public posts are indexed (unlike on
Facebook) SEO Gold!
• Hangouts!
88. Hootsuite
• Manage Facebook, Twitter, G+,
Foursquare, LinkedIn, Wordpress, MySpace
– all from one dashboard
• Schedule tweets & updates
• Save time