For many real estate professionals and brands, 2015 will be the year they embrace content and inbound marketing. It's still difficult for many in real estate to perceive the value in creating utility for consumers without turning that utility into an advertisement. But the rest of the marketing world has already begun to jump on the content marketing bandwagon. Some would say real estate as an industry hasn't really moved far afield from the yard sign and "I'm a #1 agent" photos that still grace so many agent and broker websites. We have a long way to go to match the expectations of the consumer. But whoever said you can't teach an old dog new tricks was not living in the Google era.
Read through the speakers’ tips and I guarantee that you will find a gem that will help you grow your business in 2015. There's a click to tweet on each slide, or you can download the slides directly from slideshare.net/placester.
1. Agent Intelligence
for 2015: Real Estate
Marketing Secrets
from the Pros
MASTER MARKETERS SHARE
THEIR KILLER TIPS FOR SUCCESS
2. Tweet this
SECRET TIP: When you enchant people, your
goal is not to make money from them or to get
them to do what you want, but to fill them with
great delight.
GUY KAWASAKI
Chief Evangelist
Canva
@GuyKawasaki
3. Tweet this
SECRET TIP: Own and inspire your local
community offline and on. Inform, tickle,
connect, and spark prospects and clients with
well designed multimedia content strategies
— video, email, social media — all centered
around finding a home and lifestyle that’s
perfect for your clients. The finishing touch:
brilliant customer service.
LAURA MONROE
Director of Industry Engagement and Social Media
Inman News
@LauraMonroe
4. Tweet this
SECRET TIP: Using analytics to make data driven
decisions is the new competitive edge, real
results come from insight, without it you’re
driving blind.
FREDERICK TOWNES
Co-Founder
Placester
@w3edge
5. Tweet this
SECRET TIP: Storytelling and a comprehensive
content strategy are vital. I am seeing more
brokerages starting to understand the value of
telling their story and creating valuable con-
tent - not just blasting out marketing messages
on social media, but truly telling the story of
their culture and their passion for the business.
KATIE LANCE
Founder and CEO
Katie Lance Consulting
@katielance
6. SECRET TIP: Use visuals effectively. The human
brain processes visuals 60,000 times faster
than text, and millennial buyers highly resonate
with photo-driven experiences. In the age of
infobesity, using high-quality, contemporary
and interesting visuals as part of your content
strategy will help your business stand out from
the digital noise and your competition.
EKATERINA WALTER
Social Media Trailblazer and Bestselling Author
www.ekaterinawalter.com
@Ekaterina
Tweet this
7. Tweet this
SECRET TIP: Don’t always go for the ask. Remem-
ber that rapport is built based on giving more
often than you receive. It’s not all about you.
ALEXANDRA GIBSON
VP of Marketing
Contactually
@gibsondm
8. Tweet this
SECRET TIP: There is an unquestionable differ-
ence between branding and marketing. As a
business owner, you will need the ability to
make the distinction. Ultimately, your brand is
how the consumer feels about you, not what
you say about yourself.
JODA MIZE
Founder
Girl’s Guide to Real Estate
@JodaMize
9. SECRET TIP: In the increasingly bland-looking
marketing landscape being offered by most
real estate agents, I’d suggest you quickly
identify your own ‘magnificent point of differ-
ence’ and play that banjo hard! Bland and bor-
ing is dead. Stand out!
PETER BREWER
Owner
That Peter Brewer
@thatpeterbrewer
Tweet this
10. SECRET TIP: Publishing high-quality content is
the new equivalent of driving a Mercedes. You
may not be selling million-dollar homes (yet!),
but your marketing should look like you do.
ANNE JONES
Realtor
Windermere Professional Partners
@tacomajones
Tweet this
11. Tweet this
SECRET TIP: Your personal brand story and your
niche statement are both key in designing a
life and business you love. You must define
your values, what fires you up, and your true
purpose. Only then can you uncover ideal
clients who identify with your values, share
your passions, have a need your purpose fills,
and will delight in the experience you create!
DEBRA TRAPPEN
CEO and Owner
d11 consulting, LLC
@debra11
12. Tweet this
STEPHEN SCHWEICKART
Founder and CEO
VScreen
@VScreen
SECRET TIP: It isn’t about you. The harsh reality
is that most people don’t care about your dog
Fido or how many kids you have. They care
about themselves and what you can do for
them.
13. Tweet this
SECRET TIP: Before you spend one penny on
marketing in 2015, take the time to understand
your unique value proposition and target
audience(s), then create some personas and
identify your goals. Only then are you really
prepared to know how to spend your time,
energy and money.
RIVERS PEARCE
Director of Digital Strategy
BoomTown
@RiversPearce
14. Tweet this
CAROL FARRAR
Owner and Broker
1850 Realty
@carolfarrar
SECRET TIP: Build community. The people who
know, like and trust you are your advocates.
Spend time building and strengthening those
relationships authentically through informal
gatherings, events or meetups at local busi-
nesses.
15. SECRET TIP: Online marketing isn’t rocket sci-
ence, half the battle is showing up every day to
be authentic and do the work other people just
talk about.
SETH PRICE
VP of Sales and Marketing
Placester
@sethstuff
Tweet this
16. Tweet this
SECRET TIP: Over 55% of real estate professionals
are not working with online reviews, and 85%
of consumers are there. Much like what hap-
pened with websites - and is now happening
with mobile - the agent reviews trend will fully
tip over in the next 18 months. Get your house
in order and start getting positive reviews!
JACK MILLER
CEO
T3 Experts
@jackmiller
17. KIM COLAPRETE
Broker
Team Diva Real Estate
@SeattleDivas
SECRET TIP: Success in real estate marketing is
all about being unique and consistent and fully
implementing your vision. Many brilliant ideas
are left in spiral notebooks, Evernote brain-
storms or Facebook group chats. Commit to
your brand, vision and plan. The real magic
happens when you know your niche and take
that brilliant idea from the notebook to the
streets!
Tweet this
18. Tweet this
ZACH SCHABOT
Founder
Go Realty
@zachschabot
SECRET TIP: Tell great stories! There is something
special about every house and every client. It’s
your job to figure that something special out
and share it.
19. Tweet this
SAM DEBORD
Managing Broker
The Seattle Homes Group
@SEATTLEHOMEoCOM
SECRET TIP: As a small business, nimbleness is
your advantage. Be unique, express local
flavor and create what the goliaths can’t.
Achieve an emotional connection through your
personality.
20. Tweet this
ARA MAMOURIAN
Broker of Record
Spring Realty
@AraMammo
SECRET TIP: If you aren’t expressing your opin-
ions strongly in your content, you’re losing
opportunities to create relationships. After
all, it’s the content that sparks a conversation
which leads to relationships - and if nurtured
properly, those relationships drive transactions.
21. SECRET TIP: Approach real estate marketing with
a very simple philosophy: Remember that you
are not in the transaction business - you are
in the relationship business. Begin on day one
to build customers for life. Every deal you do
should lead to a stream of additional deals,
and that only happens when you build relation-
ships. Seek out the tools that will allow you to
create and nurture relationships for the long
term.
BEVERLY THORNE
CMO
Century 21
@BevThorne
Tweet this
22. Tweet this
SECRET TIP: If you have more usernames and
passwords than you do leads, you’re doing it
wrong. Figure out what works for lead genera-
tion and do that more.
CHRIS SMITH
Co-Founder
Curaytor
@CuraytorDotCom
23. BEN KINNEY
Operating Principal
Keller Williams Realty
@benkinney
SECRET TIP: How a home shows is the most
important form of marketing. Not just staging,
but also how it shows online. Use new technol-
ogy like drones to get aerial photographs that
will get buyers excited and get sellers to list
with you.
Tweet this
24. Tweet this
WENDY FORSYTHE
Executive Vice President/Head of Global Operations
Carrington Real Estate Services
@brandWendy
SECRET TIP: Real estate professionals need to
think in terms of platform marketing, develop
core messages across various tools and medi-
ums and use these platforms to tell their
unique real estate stories.
25. SECRET TIP: Remove your personal interests and
personal promotion from your marketing and
focus on client needs. While being number one
in your market gets you to the kitchen table,
there’s no need to continue the self-promo-
tion once you’re sitting at the table. From that
point on, it’s about them.
IMRAN POLADI
Vice President
NextHome, Inc.
@imranpoladi
Tweet this
26. Tweet this
NICOLE NICOLAY
Realtor, Ironmom
The Engel Group, JRockcliff Realtors
@nik_nik
SECRET TIP: Infuse your marketing with your pas-
sion for real estate and life. Then, use that pas-
sion to help others—whether it’s with their next
real estate transaction or running their first
5K. The payoff will motivate and inspire you to
exceed your own expectations and goals. More
importantly, it will create a lasting effect in the
lives of the people you help, so when it’s time
for them to make a move, they’ll remember
more than just your name. They’ll remember,
and want to work with, your passion.
27. SECRET TIP: Be consistent and come from con-
tribution. Be the agent that your clients know,
like and trust. Be the answer to all of their
problems.
LISA ARCHER
CEO
Keller Williams-Live Love Charlotte
@LisaArcher
Tweet this
28. Tweet this
SECRET TIP: Stop focusing on technologies and
marketing that you think are going to help you.
It’s not about you. Rather, think about the tech-
nologies that will help the people you serve.
Dive deep into what they use, how they use it,
when they use it and what they are really look-
ing for as an end result. It is the consumer that
will change your business. Find the technology,
systems and marketing they want and how
they want it and deliver that!
JEFF LOBB
Founder and CEO
SparkTank Media
@jefflobb
29. Tweet this
SECRET TIP: Identify your most enthusiastic cli-
ents - those who have referred you a signif-
icant amount of business - and ask each of
them a question: “When you refer someone
to me, what is it you tell them?” Within the
answers, you will find your value proposition.
SARAH JONES
Broker
Bamboo Realty
@sarahssjones
30. Tweet this
SECRET TIP: We now live in a data-driven world
with an unprecedented opportunity to know
our markets and our customers -- and it’s time
to get busy. Deep analysis of that data is a crit-
ical marketing advantage today, but will simply
be table stakes tomorrow.
PAUL TYMA
Co-Founder
Refresh
@paultyma
31. SECRET TIP: Focus all of your marketing efforts
on a single point, niche, idea and demographic
you are trying to market to, and pound away at
it forever. Be specific and focused. It’s way too
easy to waste marketing dollars.
MARK CHOEY
Co-Founder and Partner
Climb Real Estate Group
@mchoey
Tweet this
32. Tweet this
SECRET TIP: It’s all about the story.
Online lead generation is going to continue to
reign supreme.
JILLIENE HELMAN
Founder and CEO
Realty Mogul
@JillieneHelman
33. Tweet this
SECRET TIP: Embrace technology, and learn how
to leverage it in real estate. Understand the
various technologies that can help you market
yourself versus marketing a property! If you
build your business correctly, you should not
have to pay for leads.
AMY SMYTHE HARRIS
Co-Owner and Broker
Urban Provision Realtors
@amyoutloud
34. Tweet this
SECRET TIP: The real estate agent’s world just got
bigger via ‘agent expansion.’ That will be the
game-changer on many levels in 2015. Educate
your audience on who you are: the local real
estate expert who can help this one particular
client’s home get sold. The bigger you are, the
more important it is to have a consistent mes-
sage.
KRISTAN COLE
Vice President of Mega Agent Expansion
Keller Williams Realty
@WasillaHomes
35. The Placester Real Estate Marketing Academy helps
real estate professionals succeed in their careers by
educating them on strategies and tools for effective
marketing, informing them of industry developments,
and identifying sources for further learning. Access
our library of articles, and get daily updates, at
https://placester.com/real-estate-marketing-academy.
THE REAL ESTATE
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