Post on 16-May-2015
description
Millennium Marketing
Maura NeillABR, CRS, CDPE, e-PRO, REALTOR®
about.me/mauraneill
On Twitter?
Tweet live during this class!
@MauraNeill
Word of Mouth Marketing
is the most powerful form of marketing there is.
Technology
magnifies it
Business has shifted.
How do you market in the virtual world?
Business Cards
Web 1.0
Email and Static Websites
Print: Direct mail, signs, business cards
New Media
Blogs, Video, Photos, Local Content
Agents Reviews, Facebook, Social Media, Google
Searches
You spend less time convertingprospects to clients when you
already have people who:• Know you
• Like you
• Trust you
What We’ll Cover
Getting your Site found
Online Hub and Spokes
Social Media Management
Internet and the Code
Look for ideas, concepts, techniques for which you see an immediate use back at the office
Research the ConsumerThe more you know about them, the easier it
is to create service strategies online.
Realtor.org
Profile of Home Buyers and Sellers
____ Typical age of home buyers
____ Typical age of home sellers
____ % of buyers – single females
____ % of buyers – married couples
____ % of all buyers were FTHB
____ % HB who found photos useful
____ % buyers who would use agent again
____ % of buyers who searched online
42
Profile of Home Buyers and Sellers
____ Typical age of home buyers
____ Typical age of home sellers
____ % of buyers – single females
____ % of buyers – married couples
____ % of all buyers were FTHB
____ % HB who found photos useful
____ % buyers who would use agent again
____ % of buyers who searched online
42
53
Profile of Home Buyers and Sellers
____ Typical age of home buyers
____ Typical age of home sellers
____ % of buyers – single females
____ % of buyers – married couples
____ % of all buyers were FTHB
____ % of buyers who found photos useful
____ % buyers who would use agent again
____ % of buyers who searched online
42
53
16
Profile of Home Buyers and Sellers
____ Typical age of home buyers
____ Typical age of home sellers
____ % of recent buyers – single females
____ % of buyers – married couples
____ % of all buyers were FTHB
____ % of buyers who found photos useful
____ % buyers who would use agent again
____ % of buyers who searched online
42
53
16
65
Profile of Home Buyers and Sellers
____ Typical age of home buyers
____ Typical age of home sellers
____ % of recent buyers – single females
____ % of buyers – married couples
____ % of all buyers were FTHB
____ % of buyers who found photos useful
____ % buyers who would use agent again
____ % of buyers who searched online
42
53
16
65
39
Profile of Home Buyers and Sellers
____ Typical age of home buyers
____ Typical age of home sellers
____ % of recent buyers – single females
____ % of buyers – married couples
____ % of all buyers were FTHB
____ % of buyers who found photos useful
____ % buyers who would use agent again
____ % of buyers who searched online
42
53
16
65
39
84
Profile of Home Buyers and Sellers
____ Typical age of home buyers
____ Typical age of home sellers
____ % of recent buyers – single females
____ % of buyers – married couples
____ % of all buyers were FTHB
____ % of buyers who found photos useful
____ % buyers who would use agent again
____ % of buyers who searched online
42
53
16
65
39
84
84
Profile of Home Buyers and Sellers
____ Typical age of home buyers
____ Typical age of home sellers
____ % of recent buyers – single females
____ % of buyers – married couples
____ % of all buyers were FTHB
____ % of buyers who found photos useful
____ % buyers who would use agent again
____ % of buyers who searched online
42
53
16
65
39
90
84
84
Getting Your Site Found
Who is your Consumer?
On Page and Off Page SEO
Hub and Spokes
Develop an Online Strategy
• Building Brand• Building Links• Creating Buzz• Creating Traffic• Creating SM
presence• Lead Generation?
“I Have No Time For…”
• Social media• Blogging• Photos • Videos• Email marketing• Anything more than I already do!
Rule of Thirdsfrom Chris Brogan
NewProspecting
Executing on Prospecting
Servicing Your
Accounts
Photo credit: “3 fire buckets” by Hadleywal on Flickr.com
“I Have No Time For…”
• Social media• Blogging• Photos • Videos• Email marketing• Anything more than I already do!
BY THE NUMBERS
What Do These Numbers Mean To You?
7591687760
What Do These Numbers Mean To You?
7591687760
% of time spent on “social” Internet
What Do These Numbers Mean To You?
7591687760
% of time spent on “social” Internet% of homebuyers start search online
What Do These Numbers Mean To You?
759168
7760
% of time spent on “social” Internet% of homebuyers start search online% of consumers using mobile apps in real estate search
What Do These Numbers Mean To You?
759168
7760
% 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
What Do These Numbers Mean To You?
759168
7760
% 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
What Do These Numbers Mean To You?
25
What Do These Numbers Mean To You?
25% of consumers who complete an action on a real estate site the same day they start searching
You cannot have a marketing plan that does not include
the Internet.
BACK TO BASICS
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.
Are You the Same Online and Offline?
YOU are Your Brand
Do You Have a Logo?
Get a Professional Logo...(that doesn’t look) Cheap
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?
Consistency is Key
• Logo• Colors • Recognizable photo• Voice• Niche• Message• Passion
Get To Know Your Consumer:The more you know about them, the
easier it is to create service strategies online.
MARKETING ANALYSIS
Who are you trying to reach?What do you know about this group?Is there one message or many for them?
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?
Defining Your Audience & Yourself
• How do you define the market you serve? Is it geographic? Ethnic? By gender or age? By neighborhood?
• Do you deal in specific types of properties?
• What sets you apart from others in your field? How do you distinguish yourself from your competitors?
YOUR ONLINE MARKETING HUB
Why a Hub?
You can’t sell a home on Linkedin, Facebook, Twitter,
Pinterest, or Youtube…
…but you can send them somewhere they can.
That is the Power of the Hub and Spokes
Website = Central Focus
Website and/or
Blog
Facebook Personal
Facebook Business
Page
Linked In
Direct Mail and Other YouTube
Email/Enewsletters
• Website• Blog
– Wordpress– Dakno (dakno.com)
• Facebook Profile and/or Business Page
• Business Card Site– About.me– Google.com/profile– LinkedIn.com
Website Implementation
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
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
How do you address the needs of the consumer?
• Integrity of your company (think testimonials)
• Knowledge of the process (think learning)
• Responsiveness to inquiries(think instant)
• Knowledge of the market (think visuals)
To Blog or Not To Blog:Is There Really Any Question?
If you haven’t yet started blogging for your business…
WHY NOT?
Blogging Platforms
Think of a Wordpress site as a container – that is open to all types of content.
Website = Static
Blog = Dynamic61
Already Have a Website?
• Add to your website as
Yourwebsite.com/Blog– Adds to Search Engine Optimization– Create a consumer interaction point
Blogging:Buzzword or Business
Booster?
Photo credit: “BusinessWeek cover” by moxliukas on Flickr.com
Benefits of Blogging
Photo credit: “Audience” by thinkmedialabs on Flickr.com
Benefits of Blogging
Photo credit: “Buy Fresh, Buy Local (lomo)” by stevegarfield on Flickr.com
Benefits of Blogging
Benefits of Blogging
Photo credit: “Bullhorn” by carolbrowne on Flickr.com
What Should I Blog?Content is King
Local Market Stats
Photo credit: “Central Scottdale [sic] Real Estate Market” by athomeinscottsdale on Flickr.com
Local Dining
Local News
Local Events & Things To Do
Buyer and Seller Tips
DIY Home Tips
Photos and Videos
YOU!
Photo credit: “Who Are You?” by adewale_oshineye on Flickr.com
Guest Bloggers
• Partner with other local experts in related fields
• Student interns (also great for photography + video blogs)
• Realtors in similar (but not competing) markets – link-backs!
Keys to Blogging Success
• Put a (written) plan in place• Keep a running topics list /
notebook• Know your target audience• Write ahead• Identify guest bloggers• Be creative• Keep it fun – for you & your readers• Stay consistent
Blog Sharing –Already On My Site = SEO Gold
Go Mobile
Wordpress Users:Responsive Design
Mobile devices will become the most popular way to access the internet, which is why responsive WordPress themes are in high-demand.
Responsive designs share common elements:• Content is the same no matter the device’s screen
size (WordPress posts and pages)• Style, coloring, branding, etc. are the same or
substantially similar across devices (logos, images, color palettes)
• Layout adapts to the screen’s size, with optionally specified minimum and/or maximum widths
Source: http://http://wpmu.org/wordpress-responsive-design
Responsive Design
Responsive DesignMaking Your Site Mobile
Responsive Design
iPhone
iPad
Chat . . . Text Messaging
ON PAGE AND OFF PAGE SEO
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
5 Key Items That Will Help Your SEO
• Domain Name • Domain Age • (New) Content On Your Site • Page Title• Page URL
5 Key Items That Will Help Your SEO
HTTP://WWW.GOOGLE.COM/ANALYTICS/
www.googlekeywordtool.com/
Tools
• www.googlekeywordtool.com
• marketing.grader.com
• www.google.com/analytics
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• Build links via directories and industry
orgs
Social Media
Website = Central Focus
Website and/or
Blog
Facebook Personal
Facebook Business
Page
Linked In
Mail and Other YouTube
Email/Enewsletters
(C) by Kim | NewMediaCoffeeTalk.com | Don't Steal;Just Ask
You can’t be everywhere …
WHERE DO YOU NEED TO BE?
Establishing your presence
Where Are You?
Where Are YourPotential Clients?
Profiles Need Consistency
• Bio • Company & contact information
up-to-date• Photo
• Are you always the same you?• Are you in compliance?
FOCUSING ON YOUR LOCALS
Balance it all by
“Always have something to sell, but don’t always be
selling.”
~ Chris Brogan
• 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
Encourage Call to Action
Ask Questions
Ask Questions
Fill in the Blank
Ask Questions
Don’t Forget Your Raving Fans
Community – FB Group
Don’t Want a Biz Page?Find Your Facebook Niche
Finding Your Facebook NicheBobbi Howe’s Saturday Morning Runners
Branded Facebook Business Page
Have Less Than 100 Fans?
• Don’t be discouraged• People are LURKERS• 90% who read your comment will
not– Like– Engage– Share
Use Action Words to Encourage Engagement
Harvesting the Information at Your Fingertips
Letting Facebook Do the Work For You
From Raziel Ungar ~ Burlingame, CA• Clients’ hobbies, interests• What you see on Facebook + how
well you’ve gotten to know them• Sharing articles, books, points of
interest• An excuse to get in touch
Harvesting Facebook for Client Information
Birthdays & Anniversaries
Harvesting Facebook for Client Information
Facebook gathers useful info for you!
Timeline-style page (above); old page style (right)
Facebook Graph Search
Facebook: Your Blog’s Best Friend
Add the “Like” button to your website to link your Facebook Business Page to your site:
http://goo.gl/aZbXf
Integrate your page with your website: links to blog posts, website pages, etc.
Tweet Along With Me
• Listening – who’s talking about what?
• Conversation – jump right in• Twitter search – key words for your
area and niche market• Local love – who’s on? who’s
talking? who’s influencing?
Twitter Basics
• Who should you follow?• How do you get followers?• What should you be tweeting?• What is a hashtag?• How can Twitter be useful?
Google+
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!
Google+ Public Posts
Make your posts public
Hootsuite
• Manage Facebook, Twitter, G+, Foursquare, LinkedIn, Wordpress, MySpace – all from one dashboard
• Schedule tweets & updates• Save time
Hootsuite
Blog Share – Social Sharing
Email Marketing:Permission, Not Forgiveness
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
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
EmailStationery.com• Branded every email:
– Email signature - $109– Email stationery - $229– Signature + stationery - $289– Complete package - $395 (includes
email postcard + thank you card)
My Favorite Email Platforms
• Mailchimp.com – FREE for up to 2,000 subscribers, fewer than 12,000 emails/month
• Cocodot.com – unlimited FREE digital e-cards & invitations – like E-vite but better! (or print for a small price)
FREE!
V
Following the Rules:The Code of Ethics & Standards of
Practice and Fair Housing in the Online World
“Anytime we interact in social environments online we are still
obligated by these laws and regulations.”
Writing, marketing in a Web 2.0 world needs to follow the same guidelines you use in
print advertising.
• Facebook• Twitter• LinkedIn Groups• Blogs• Trulia Voices
• Zillow• YouTube• Anywhere you’re
posting – anywhere.
Where can You get into trouble?
Potential Fair Housing Violations
• When creating a blog post or updating your Facebook page or profile, don’t describe a neighborhood in terms of ethnicity, sexual orientation or other protected classes.
• Be cautious in answering inappropriate questions on social networks like Trulia, Zillow, Twitter or Facebook.
Potential Fair Housing Violations
• Don’t answer questions about crime in a neighborhood
• Don’t write a blog post about a great family neighborhood
Social Media LandminesFor You
• Always make sure that your company name and professional status are apparent on every electronic communication you make.
• Be careful about posting information about your meetings with clients or other real estate professionals.
• Don’t complain, brag, or even talk about your client’s reactions to property.
Social Media Landminesfor Your Clients
• Have your clients make a list of all the social media sites on which they have profiles.
• Warn them about posting during the buying or selling process.
• Explain the dangers that social media can pose to their negotiations.
• Need a horror story to tell?
Client Confidentiality
• If your client chats with you on Facebook, remember to stay off their wall.
• Never post about properties while in negotiations.
• Never post anything negative about a listing.
• If you are having a bad day, keep it to yourself. No venting!
Company Privacy
Social media sites are the new water cooler conversation.
Company Privacy
• Using stories about transactions or situations in the firm is playing with fire.
• Be sure to comply with your company’s privacy policy or their social media policy.
• Always consider: would you say this if someone was sitting in your office?
The Code of Ethics & Standards of Practice
Article 12
• Be honest and truthful in real estate communications.
• Present true picture in advertising, marketing, and other representations.
• Ensure that status as real estate professionals is readily apparent in advertising/marketing/other representations, and that recipients are, or have been, notified that those communications are from real estate professional.
Standard of Practice 12-5
• Cannot advertise real estate services or listed property in any medium without disclosing name of REALTOR®’s firm in reasonable and readily apparent manner.
• This also applies to people employed by or affiliated with REALTORS®.
Standard of Practice 12-8
• Obligation to present true picture includes information on REALTORS®’ Web sites.
• Use reasonable efforts to ensure that information on Web sites is current.
• Take prompt and corrective action when it is apparent that information is not current or accurate.
Standard of Practice 12-9
• REALTOR® firm Web sites shall disclose the firm’s name and state(s) of licensure in a reasonable and readily apparent manner.
• Web sites of REALTORS® and affiliated non-member licensees shall disclose firm’s name and that REALTOR®’s or non-member licensee’s state(s) of licensure in a reasonable and readily apparent manner.
Standard of Practice 12-10
REALTORS® are prohibited from:
1)Engaging in deceptive or unauthorized framing of real estate brokerage Web sites;
2)Manipulating listing content that produces a deceptive or misleading result; or
3)Deceptively using metatags, keywords or other devices/methods to direct/drive/divert Internet traffic, or to otherwise mislead consumers.
Standard of Practice 12-11
• REALTORS® intending to share or sell consumer information gathered via the Internet shall disclose that possibility in a reasonable and readily apparent manner.
Standard of Practice 12-12
REALTORS® shall not:
1)Use URLs or domain names that present less than a true picture
2)Register URLs or domain names which, if used, would present less than a true picture
Article 15
• REALTORS® shall not knowingly or recklessly make false or misleading statements about competitors, their businesses, or their business practices.
• SOP 15-2 (updated 1/10) obligation to refrain from making false or misleading statements updated to include the internet
• SOP 15-3 (adopted 1/10) adds obligation to make a clarifying statement or remove statements in blog comments made by others if they are false or misleading
Plagiarism and Copyright Infringement
• Plagiarism is using someone else’s work and claiming it as your own– i.e., if you copy and paste someone’s
blog post into your blog• Copyright infringement is using
someone else’s work without attributing it to them– remember writing research papers in
high school and college?• For your business purposes: assume
that everything on the Internet is copyrighted
Avoiding Plagiarism
Finding Material for Your Blog Posts and Website
• FreeDigitalPhotos.net (photos)
• Footage.shutterstock.com (videos)
• RoyaltyFreeMusic.com (music)
• Whenever possible: take your own photos and videos
Where to Showcase Your Photos and Videos
• Flickr.com (photos) – FREE and premium (paid) accounts, great SEO
• YouTube.com (videos) – FREE, best SEO for your videos
Super-Secret Photo Naming Trickvia Ira Serkes, Berkeley, CA
Name your photo with the address of the property, neighborhood name, etc.:
4215-river-shoals-court-duluth-ga-30097-river-mill-homes-for-sale-maura-neill-realtor
Cool Tool: Apple TV
• Mirrors your iPad or iPhone onto your TV
• In-office listing presentations
• How else could you use it?
apple.com/appletv
Find This Presentation Online
www.mauraneill.com/mill-marketing
Connect With Me
about.me/MauraNeill