March 2010 day course for REIWA - internet marketing with aussiehome.com's Charlie Gunningham

2. REIWA Learning, Mar 2010Charlie Gunningham

3. INTROs- Me- Flavour- Order- Objectives

4. TIMING9-10.45am: History, Effects, DBs and CRMs, 11-1.15pm: web sites, revenue, traffic, 2-3pm: SEM, SEO, portals, sites3.15-4.30pm: social media, conclusion ** Leave with an Internet Marketing Plan! **

5. Charlie Your name please!

6. Who are you?!Sales Reps/PAs?Sales Admin?Property Managers?Executive/Licensees/Principals?

7. OBJECTIVES3 things you want to get out of today?

8. CAR PARKthings that may have to be handled later

9. Let John Heileman explain… _ ‘Discovery Science’ Channel doco

10. HISTORY

11. ARPANET, 1968

14. Net EFFECTS 1. How many of you have purchased something online in the last 6 months? 2. Do you normally search online, before buying offline?3. How many hours a day are you on the Internet?4. How many emails do you send/receive/day?5. What happens in your office (and to you) if you do not have internet connection and/or your emails go down? 6. What % of your property enquiries come from the Net?

15. Net EFFECTS

17. Architecture

18. Architecture

19. Intranet/Extranet

20. TRAD ADVERTISER … doesn’t do it for me anymorehttp://www.youtube.com/watch?v=heSudg-tfIk

21. Ad Spend in Australia - 09/10*1. Takeaway Food …..….$3343m 2. Real Estate Agents ……...$1563m3. Auto Industry ……….$997m4. Banks ……….$966m5. Supermarkets ……….$774mSource: IBIS World Research, July 2009

22. ONLINE Databases/CRM*sWhat’s your Ideal?(* Client Relationship Management)

23. CRM/DatabaseCustomer Relationship Management (CRM) consists of the processes a company uses to track and organizeits contacts with its current and prospective customers. - info about customers and customer interactions, stored and accessed- typical CRM goals are to improve services provided to customers, and to use customer contact information for targeted marketing. (Wikipedia.org)

24. YOU NEED A SYSTEM- ‘house’ clients- organise contact with them- manage your time best- feeling of being in control- results, success, rewards- work the system

25. WEB-BASED- ubiquitous- upgrades auto- no large upfront- as secure as your login

26. Off the Shelf

27. PROBLEMS!- suspicious reps- only fraction of system gets used- becoming a data entry monkey- huge learning curve for new system- ‘it never works’ -> start again- ‘it’s a waste of time!!!!’

28. My Desktop – market leaderWA –based, Commerce Australia (75% owned Fairfax)Scott Wulff, est mid 1990s- various types of logins, - all inclusive price, - we can build sites directly off it; they have feeds out, SMS, full CRM“ I’ve met him, and found him to be personable; never heard a bad word ”http://www.desktop.com.au/1200 agencies in Aus

29. PORT PLUSMelbourne, independentEddie Lynch, est. 2000- used by some franchises, 1st National- #2 position nationally“ I’ve not met him, know people who have, spoken on phone – not the easiest person to deal with…? But then I know some people who swear by PP, making waves in WA”- http://www.portplus.com.au/

30. HubOnlineset up by 2 independents, bought by realestate.com.au- was market leader, now #3“ I knew the owners, very good; but I think it’s gone down hill since being sold to REA. Given up on v2? “http://www.hubonline.com.au/real-estate-software/

31. Market Managerset up by Brian & Eva Oldfield, bought by REIWA- desktop based? Web based to a degree- auto import of REIWA data- some CRM capability, letters, prospecting. Training“ Some of us know Brian; likeable guy; maybe put too much in it, got too complex? for sales data it beats everything through the REIWA connection “

32. Complete DataLee Woodward’s system- desktop based, some web inputting- can buy individually, per seat ($750)- can take it with you (when you leave)- controls your life?! “ Maybe the most complete system? very time consuming, not for the fearless. The ultimate if you can handle it? ”http://www.completedata.com.au

33. MultiArraylarge system, expensive / on servers (real estate manager, property manager, strata manager)est 1987 - George Sih, Sydney based“ Not met him, but spoken. Some WA use it, sounds expensive, lots of server use – remote being in Sydney? Increasing use in WA “www.multiarray.com

34. Boom CRMTravis Williams’ system, est 2005- ex real estate agent- used to be intranet (only in office)- easy green/yellow/red traffic light system- excellent graphics, clear and concise “ Developed as intranet system, Box n Dice, gained some following in eastern states; easy simple and quite powerful… but intranet” http://www.boomcrm.com.au

35. iPropertybased in North Melbourne- gained a following quite quickly- simple CRM, not v advanced “ a basic system, which has become popular in Melbourne ”http://www.iproperty.com.au

36. iWonPeter Gilchrist (New Zealand)- agency coach- sales and managt software “ Peter is very impressive speaker and knows his stuff – his system does not have a huge following; some don’t like the ‘spying’ aspect ”http://www.iwondata.com.au

37. Real Estate in a Boxaussiehome.com’s test system- web-based, linked to aussiehome.com properties/ agents- based on ‘trail’ system, action plans and activities- office sets it up for reps to follow “ Brand new, being developed, some agencies testing it ”http://www.reiab.com

38. Others? DIY?Decisions based on:- upfronts + ongoing - web based?- - link to web site? - run my own results? - easy? Useful? - customise? Support? - uploads to sites?

39. eNewsletters_ client database_ easy to edit templates_ flick the switch, off they go_ news, events, stats, advice_ no print cost, collect emails REIWA Property Management Breakfast, 16th July 2009 Slide 38

40. < br >DONE! History, Effects, DBs and CRMs, NEXT! web sites, revenue, traffic, then…2-3pm: SEM, SEO, portals, sites3.15-4.30pm: social media, conclusion

41. ” “ Beware the patient who has not been in hospital for 50 years and complains they are not feeling well… there is something wrong with them ”

42. Great things happen slowly- the frog in the water being heated up- climate change- ageing process- paint dry…

43. Do you need to have a web site?Why, exactly?

44. 90% of sites are still brochure sites- 1 way- no interaction- not grabbing emails (#1 goal)- flash, html, no updated, not SEO’d

45. It’s like having your own radio station!

46. Dynamic sites- powered by online database- update DB, updates site- CMS to update rest

47. Why have a site?1. Branding2. Differentiation3. Your listings only4. Your message, in control5. Power of the media, broadcasting

48. XML- databases talking to each other- very complex, prone to error- continual maintenance by provider- very important

49. Personal Site- www.imselling.com.au- sub domain of agency sitewww.aussiehome.com/firstname-secondname- also keeps the hits coming to your agency site

50. Why have a site?6. Make it earn money!

51. < lunch >DONE! History, Effects, DBs and CRMs, DONE! web sites, revenue, traffic, NEXT! SEM, SEO, portals, sites3.15-4.30pm: social media, conclusion

52. The eternal question – how to build traffic?1. Know thyself (measure it)2. Google Analytics3. Smarter Stats4. Nielsen/Hitwise5. Alexa.com >> demos

53. MeasuringTraffic1. Hit? << NO!2. PageView3. Visitor Session4. Unique Visitor/Browser5. Time per visit6. Bounce Rate7. Repeat Visitor

54. Building Traffic1. Self2. Word of mouth3. Cross media4. Social media5. SEO6. PPC - Facebook

55. Building Traffic / cont…7. PPC – Google8. Partnerships9. Linking10. PR, events, editorials, awards11. Ads

56. Google Eyes (SEO)- reads text, can’t read images- hates flash, frames- reads top left to bottom right- reads title tag- reads <H1> <H2>.. Tags- reads text on page- loves to see updates of text, and links IN

57. PLUS- being updated- relevancy- popularity- older- larger

59. REIWA Property Management Breakfast, 16th July 2009 Slide 58

60. Just a few case examples…_ “broome real estate” hutchrealstate.com.au_ “northbridge apartments for sale” limnios.com _ “subiaco real estate” paxtonhoad.com.au

65. How much to get 27mn+ views of an ad?(and only pay if they see and act on it)- Facebook: < A$4,000 (over a year)- Local paper: A$200,000++?

66. Quickflix.com.audisintermediation

67. CarSales.com.aureintermediation

68. Do real estate portals disintermediate or reintermediate?

69. “Disruptive Technology”or a “Killer App”

70. 1960-2000Golden Ageof Advertising

71. Fragmentationof all media

72. Demise of trad media

73. Warren Buffett (May 2009)“ I would not buy a newspaper stock at any price … their business model is over”

74. Australia – real estate sites- quite a choice- online monopolist in REA?- Google a life saver?- in the end, it’s about service- and it’s the inexorable shift from print -> online

75. GOOGLE Real Estate_ July 6th, 2009, 3pm_ new way of being found_ aussiehome, REIWA, upload for you_ your web sites can also be uploaded_ REA and domain are not (yet?ever?)

77. Go to Google Maps, enter “subiaco real estate”

78. http://maps.google.com.au/realestate

79. GOOGLE Real Estate_ get yourself on there (YOUR URL)_ future: your web site + google?_ makes your site most important_ is there any danger here? Not for you, but YES for large real estate portal biz models

80. MOBILE_ Last year, it didn’t figure_ now = 10%+ traffic (30% w’ends) _ by 2013, mobile web > PC web_ 140,000 iPhone apps_ App Store: 2bn downloads_ Gen X (28-45) buy 60% homes, their PC is their mobile

81. MOBILE_ mobile builds brand, trust, pride _ iPhone apps “cool + Sexy”_ it’s how you promote it_ it’s only a 2 year old market * weekends – h/opens – mobile *

82. MOBILE1. Your site on mobile 2. Mobile apps* we already do mobile sites * & offering apps soon

83. Sherry Chris, CEO, Better Homes & Gardens Real Estate

84. http://link.brightcove.com/services/player/bcpid25681338001?bctid=45945430001

85. MOBILE- most sites do not look good - only 5 apps in Australia- @ what cost?? (I hear you scream)

86. MOBILE< recent BLOG onBusiness2.com.au

88. Power that is SOCIAL MEDIA- free- powerful- scares big media silly- elected a President- not being used by your competitors (yet)

89. SOCIAL MEDIA – defined Social media refers to web sites whose information comes from its USERS. http://www.youtube.com/watch?v=pg4C2wayqCo- incl blogs, youtube, facebook, twitter, flickr, slideshare, foursquare, …

90. Chad Hurley, Cofounder, Youtube.com

91. Mark Zuckerberg, Founder, Facebook

92. Biz Stone, Founder, Twitter.com

93. 1994 Age ofSurf 1998 Age ofSearch NOW Age ofSocial (media) FUTURE Age ofSemantic Web

94. “Markets are conversations” conversations among humans sound human natural, uncontrived, honest public switch quickly tell us something! (then we might speak to you) business is only part of our lives, it’s all of yours The Cluetrain Manifesto: The End of Business as Usual by Christopher Locke, Rick Levine, Doc Searls, David Weinberger Pub 1999 : read it for free at www.cluetrain.com

95. … people want to talk!

96. “Markets are conversations” Every ‘deal’ is a series of conversations

97. At its most basic, you could (should) be…BLOGGINGon FACEBOOKon TWITTER

98. Advantages SOCIAL MEDIA- Cheap! and fast/instant- Reach / Accessible- Can be updated/improved- Democratic (power to the little guy)- It involves your clients (directly)

99. BLOGGING 101- a “web log”- foundation of SM?- Blogger.com / Wordpress / other- leave comments, post- video blog (“vlog”)http://blog.aussiehome.comhttp://www.therealestatemarketingmaven.com

100. THE RULES… not expensive in $’s Blog often, blog interesting Show yourpassion Encourage staff to blog Be authentic Ideas spread Allow publicto comment

101. You’re asking the wrong question, but since you asked… Better Traffic & SEO to your site Fun, empowering for you/staff Listen + Learn from your public Gather interesting content What goes around comes around “Markets are conversations” = the future of marketing?

102. Look at blogs, read loads of them If you had a soap box, what you speak about? Start one today (it’s free – www.blogger.com) How could your media (your website) have a blog?

103. Blogs are fantastic for SEO!

105. Mark Anderson’s << BLOG

106. PODCASTING- audio file (usually)- DIY- have them downloadablewww.byoaudio.com

107. SOCIAL MEDIA in Aus _ Facebook: 6mn visitors (+95% p.a.)_ MySpace: 3.5mn (only +5%)_ Twitter: 800,000 (up from 13,000)_ 70%+ net users visited social netwks (+29%)_ social media/ blogs more pop than personal email 10% of ALL time on Internet = on social media

108. Cont…_ 64% marketers spend 5hrs+/week_ It took radio 38 yrs, TV 13 yrs, Internet 4 yrs… to reach 50mn users … it took Facebook 9 mths to get 100mn!Source: 17 Aug 09 eConsultancy.com

109. FACEBOOK- Setting up a Page- Making comments/updates- Uploading photos- finding friends- how might you use this?- should biz be mixed with pleasure?

110. Do your own FACEBOOK Page free ‘n’ easy to set up people find you you’re in control 550,000 in Perth more > 40 than < 20 500/day in Perth join

111. Set up a FACEBOOK Group/Business Page invite people in publish events, goings on interactive shop window everyone gets to know

112. Set up a FACEBOOK Group/Business Page invite people in publish events, goings on interactive shop window everyone gets to know and/or LINKEDIN.com

113. Linda Davis, real estate selling agent, Ledyard, CT

114. Ledyard, CT community page (a landing Page) We could feed In your listings too!

115. FacebookiPhoneApp >

116. FREE FACEBOOK Business Page e-Book by Peter Fletcher TheRealEstateMarketingMaven.com

117. 3. Post your own FACEBOOK Ads Direct + targetted Set a budget Easy to set up, edit, cancel + monitor 20mn+ views ($2900)

118. FACEBOOK Policy Addictive Time Wasting Haven’t got time! You need a policy, and stick to it Have a reason, WIIFT, part of marketing

119. 4. TWITTER! (your own + company) 100,000+ in Perth Growing fast Very easy to update ‘micro-blogging’ Word out, top of mind

120. TWITTER- “Twitter for real estate Twits!”(free ebook)http://issuu.com/nerang/docs/twitter_for_real_estate_twits

121. 5. Upload movies to Obama did 1,678 87 mn views Av age 45-55 yrs tag ‘perth real estate’ Own TV channel!

122. 6. Foursquare(iPhone App) > www.foursquare.com

125. Real Estate applications?_ download the app, link to FB and twitter_ add your own business_ check in, and leave tips_ tell others about it_ check in @ home opens_ ask people for reviews (tips)

126. LOCAL< recent BLOG onBusiness2.com.au

127. It’s no longer the 4Ps of marketing(price, promotion, product, place)It’s the 3 i’s ...“Getting the right information to the right eyes at the right instant”

128. Lower ad costs targetted, effective marketing Raise Traffic + improved rankings Fun, empowering; learn & interact Drive client loyalty more sales and profits MOST powerful when you mix them

129. USED TOGETHER – rinse and recycle- use tr.im and tweet the links- comment on blogs (business2.com.au)- blog, and tweet links to blog post- photo (twitpic) and upload- link twitter to Facebook updates- get your twitter/facebook domains

130. This is what C21 are doing with Social Media in USA… (courtesy Business2.com.au)

131. Best Blog for social media and how to use it in real estate Therealestatemarketingmaven.com

132. Altitude’s Facebook Page Search ‘Altitude’ in FB’s search box 5500+ fans! = real online community

133. Rob Ham’s Twitter page Twitter.com/rob_ham 2000+ followers, well organised page

134. OK, almost done!- empty the car park- check objectives- MY INTERNET MARKETING PLAN

135. MY INTERNET MARKETING PLANCRMWeb Site – needs… enewsletters, interaction, SEO, traffic… how? Who?SEO phrasesare (80 characs), test, which? techniquesSEM – Facebook, Google Adwords, budgetSites – what others? Google RE? direct uploadSocial Media – Blog, Facebook Biz Page, FB ads, Twitter account, 4Square…Who’s going to do this? What’s the strategy/policy?

136. THANK YOU! please fill in FEEDBACK FORMS Email me for these slides…and any help Charlie@aussiehome.com 0411 092 669 twitter.com/aussiehome facebook.com/aussiehome