Part 1 – Marketing
Tactics Under $100

                      G. Sax (@gsax)
          Director of Communications
        1...
Marketing
The last thing you think about.
     The first thing to go.
“I ain’t got time for all that.”

I need to be selli...
$pend, $pend, $pend!
Design / Designer            Postage
Print / Printer              Ad Space
Photography / Photographer...
Not to Mention...
Signs and Riders
Continuing Education
Professional Development
Lockbox Fees
Association Dues
Ad Rates



 Not Tens or
 Hundreds,
     But
 Thousands
 of Dollars
A Few Guiding Principles


   Real Estate
    is Local
Guiding Principle

Visuals Matter
Guiding Principle




      VISUALS + DETAILS
Guiding Principle


Availability
     Distribute.
     Distribute.
     Distribute.
Communication
Be pleasant an
                d
clear in voice.           Good
                              phon
         ...
The Tools of Communication
“Mobile devices”   Video
Text               Status updates
Website            Tweets
e-newslett...
Info Hwy Congestion




             Swanepoel’s
             TREND 7
Embrace the Basics
The Interweb is #1!
93% of all home buyers in Minnesota used
the Internet to search for homes (87%
nationally).

The typic...
Embrace Free
Embrace “Free”
BLOG
Typepad | Wordpress

E-NEWSLETTER
Mad Mimi | Constant Contact | MailChimp

YOUR ASSOCIATION
MIBOR | IA...
Embrace Fun
Embrace New (be picky)
Issuu.com self-publish magazines
ViralHeat.com monitor your reputation on social media
Drop.io shar...
Embrace Flash Drives




   Embrace Simple
Embrace “Good Enough”
craigslist    microblogging
Flip          apps
netbook       mp3
Google Docs   web-based
a simple text
editor goes a
   long way
Your Website
Should minimally have...
  Property photos and descriptions
  Searchable listings
  Current and working links...
Your Website
Don't rely on a flat website.
Tell personal stories that turn your
visitors into clients.
Be yourself.
Don't ...
Real Estate 2.0
Part 2 – Expose Yourself:
   Personal Branding

                        G. Sax (@gsax)
            Director of Communicati...
Social Media
It’s just a tool.

It takes a strategy.

It takes active participation.

It can be whatever you want it to be...
Social Media
On average, companies with high
levels of social media activity
experienced an 18% increase in
revenue in the...
Social Media




National Associaton of REALTORS® – 2009 REALTOR® Technology Report
The ex
                                               am
                                        with th ple
             ...
* Tweet *
Ummm.....wow

In August 2009, Twitter drew
25 million unique visitors, up
from 2 million in August 2008.
                 ...
Big Potential
Magazines and newspapers talk at you
Websites talk at you electronically
Blogs talk at you electronically, y...
Engage

Expand your network.
Learn from others.


    Quickly and all the time.
Twitterverse
GROUND FLOOR
@aplusk

MAINSTREAM
@Oprah | @MarthaStewart | @TheEllenShow

INDUSTRY
@Swanepoel | @tcar | @tboa...
Twitterverse
@tboard


Saint Paul Real Estate Blog
 Blogger
 Writer
 Photographer
 REALTOR®
 And I am here
Twitterverse
@tcar


NAR Director of Social Media
 He changed relationship status to single
 He sprained his ankle
 He cut...
* Tweet *




www.mytechopinion.com/twitter-for-real-estate-twits
Case Study – Jimmy Fallon




           @jimmyfallon
 Forget Leno & Letterman. They’re old.
Even Conan was a Twitter hate...
Case Study – Jimmy Fallon
Case Study – Jimmy Fallon
Social Reality
Chamber of Commerce Events
Community Involvement
Tweet Ups, Networking Events
Association Involvement

   Y...
Social Evolution
Horses        Computers
Print         Internet
Radio         Blogs
TV            Tweets

We Change the Wa...
Social Evolution
Millennial (Gen Y, Echo Boomer)
Born after 1980.
Already outnumber Gen X.
By 2010, will outnumber Boomers...
Overheard
  “Visibility is more
important than ability.
Secret agents don’t do
  a lot of business.”
Communication Touch
“Touch” now means...
  Email style, availability
  Text style, availability
  Twitter, Facebook update...
Business Cards
one or two sides?
gloss or no gloss?
need for email, web, other?
designations?
imagery?
photos?
Business Photos
Communication Ethics
must be truthful and accurate
company name in all marketing
teams: only “group” or “team”
company nam...
Communication Ethics
company website in marketing
no rules for listed phone numbers
must include name of state
listed pric...
My Ideal Business Card
                      Greg Sax
     Director of Communications
        gregs@10kresearch.com
      ...
Beyond the Business Card
Postcards & Info Boxes
Open Houses
Bus Benches, Billboards
Print, Fax...Dead?
Learn, Try, Do
Be C...
CAN-SPAM



(Controlling the Assault of Non-Solicited Pornography And
                Marketing Act of 2003)
Communication Smell Test
               If you smell like spam,
        you're better off working for Hormel.




You must...
Brand: Case Study
Brand Consistency
Brand Consistency
Brand Identity
Brand Perception

     Advil | Ibuprofen

  Tylenol | Acetaminophen

REALTOR®
           |   For Sale by Owner
Brand Personality
Brand Personality
the you in a suit
the you in the neighborhood
the you in the community

                     AND NOW...
...
Brand: The Rated You
Brand: Integration


     YOU
 YOUR BROKER
Brand: Integration
Brand: Integration
Brand: Integration
Brand: Integration
Brand: Integration
Brand: Case Studies
Brand: George Foreman
Brand: George Foreman
Brand: Ice Cube
Brand: Ice Cube
Brand: Arnold
Brand: Arnold
Brand: Arnold
Brand: Millionaire
Brand: Millionaire
Brand Safety
No alluring or provocative photography

Limit shared personal information

Concentrate on professional profic...
Not Recommended
Bad PR?

                                             A sk m
                                                   e ab
     ...
Bad PR?
Is now a good time to buy a home in Phoenix?
I don't know. Maybe, maybe not.
Is now a good time to sell a home in ...
Thank You for Your Time!

                        G. Sax (@gsax)
            Director of Communications
          10K Rese...
Real Estate BarCamp Indiana
Real Estate BarCamp Indiana
Real Estate BarCamp Indiana
Real Estate BarCamp Indiana
Real Estate BarCamp Indiana
Real Estate BarCamp Indiana
Real Estate BarCamp Indiana
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Real Estate BarCamp Indiana

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Marketing and branding for real estate professionals with an emphasis on the free and cheap.

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Transcript of "Real Estate BarCamp Indiana"

  1. 1. Part 1 – Marketing Tactics Under $100 G. Sax (@gsax) Director of Communications 10K Research and Marketing
  2. 2. Marketing The last thing you think about. The first thing to go. “I ain’t got time for all that.” I need to be selling, like, NOW! How much is this sh*t gonna cost me?
  3. 3. $pend, $pend, $pend! Design / Designer Postage Print / Printer Ad Space Photography / Photographer Domain Name / Emails Copy / Copywriter Server Space for Website Software Web Design Color Printer Staging Scanner Promotional Products Film Closing Gifts Paper Annual Customer Party Ink Cards for Special Events Mailing lists Meals with Clients/Contacts Memberships Tickets to Events Car / Gas Clothing
  4. 4. Not to Mention... Signs and Riders Continuing Education Professional Development Lockbox Fees Association Dues
  5. 5. Ad Rates Not Tens or Hundreds, But Thousands of Dollars
  6. 6. A Few Guiding Principles Real Estate is Local
  7. 7. Guiding Principle Visuals Matter
  8. 8. Guiding Principle VISUALS + DETAILS
  9. 9. Guiding Principle Availability Distribute. Distribute. Distribute.
  10. 10. Communication Be pleasant an d clear in voice. Good phon man e ner. s Your email ha a voice, too. “ummm. ..” Spelling matters!
  11. 11. The Tools of Communication “Mobile devices” Video Text Status updates Website Tweets e-newsletters Networking Photos Brand Blog
  12. 12. Info Hwy Congestion Swanepoel’s TREND 7
  13. 13. Embrace the Basics
  14. 14. The Interweb is #1! 93% of all home buyers in Minnesota used the Internet to search for homes (87% nationally). The typical first-time home buyer was 28 years old. The median age of all home buyers was 34 years old. 2008 National Association of REALTORS® Profile of Home Buyers and Sellers MINNESOTA REPORT
  15. 15. Embrace Free
  16. 16. Embrace “Free” BLOG Typepad | Wordpress E-NEWSLETTER Mad Mimi | Constant Contact | MailChimp YOUR ASSOCIATION MIBOR | IAR | NAR
  17. 17. Embrace Fun
  18. 18. Embrace New (be picky) Issuu.com self-publish magazines ViralHeat.com monitor your reputation on social media Drop.io share files that are too large to e-mail Jimdo.com build and host a Web site at no cost ScreenToaster.com record videos of your screen activity free 99designs.com bid out graphics projects to multiple artists awayfind.com important emails by text goldmail.com simple video email; voiceover ppt getdropbox.com send large photos and files free (up to 2 GB)
  19. 19. Embrace Flash Drives Embrace Simple
  20. 20. Embrace “Good Enough” craigslist microblogging Flip apps netbook mp3 Google Docs web-based
  21. 21. a simple text editor goes a long way
  22. 22. Your Website Should minimally have... Property photos and descriptions Searchable listings Current and working links Solid organizational structure Consistency across the board Quickness of navigation REALTOR® Magazine Online
  23. 23. Your Website Don't rely on a flat website. Tell personal stories that turn your visitors into clients. Be yourself. Don't be trite. (Same for Facebook) Don't "sell." Be cool.
  24. 24. Real Estate 2.0
  25. 25. Part 2 – Expose Yourself: Personal Branding G. Sax (@gsax) Director of Communications 10K Research and Marketing
  26. 26. Social Media It’s just a tool. It takes a strategy. It takes active participation. It can be whatever you want it to be. It can be nothing at all if you want, but...
  27. 27. Social Media On average, companies with high levels of social media activity experienced an 18% increase in revenue in the last year. – American Marketing Association
  28. 28. Social Media National Associaton of REALTORS® – 2009 REALTOR® Technology Report
  29. 29. The ex am with th ple e ring. The ex ample with th e beer. Facebook's Growing Demographic The ex a with th mple e mid – more people to find prostitu get te. – aren't out as much – love to show off kids and grandkids In a "face" industry, why wouldn't you be here?
  30. 30. * Tweet *
  31. 31. Ummm.....wow In August 2009, Twitter drew 25 million unique visitors, up from 2 million in August 2008. – Nielsen The technical barrier is down.
  32. 32. Big Potential Magazines and newspapers talk at you Websites talk at you electronically Blogs talk at you electronically, you talk back Facebook – organized, interactive group talk Twitter – all of the above in 140 characters or less.
  33. 33. Engage Expand your network. Learn from others. Quickly and all the time.
  34. 34. Twitterverse GROUND FLOOR @aplusk MAINSTREAM @Oprah | @MarthaStewart | @TheEllenShow INDUSTRY @Swanepoel | @tcar | @tboard | @gsax LOCAL @RockPlanck | @GregCooper | @DukeLong
  35. 35. Twitterverse @tboard Saint Paul Real Estate Blog Blogger Writer Photographer REALTOR® And I am here
  36. 36. Twitterverse @tcar NAR Director of Social Media He changed relationship status to single He sprained his ankle He cut his hand opening a blister pack He ate Cheetos
  37. 37. * Tweet * www.mytechopinion.com/twitter-for-real-estate-twits
  38. 38. Case Study – Jimmy Fallon @jimmyfallon Forget Leno & Letterman. They’re old. Even Conan was a Twitter hater. I’m old.
  39. 39. Case Study – Jimmy Fallon
  40. 40. Case Study – Jimmy Fallon
  41. 41. Social Reality Chamber of Commerce Events Community Involvement Tweet Ups, Networking Events Association Involvement YOU STILL HAVE TO GET OUT THERE
  42. 42. Social Evolution Horses Computers Print Internet Radio Blogs TV Tweets We Change the Way We Use These Things
  43. 43. Social Evolution Millennial (Gen Y, Echo Boomer) Born after 1980. Already outnumber Gen X. By 2010, will outnumber Boomers. Do not discount their choices.
  44. 44. Overheard “Visibility is more important than ability. Secret agents don’t do a lot of business.”
  45. 45. Communication Touch “Touch” now means... Email style, availability Text style, availability Twitter, Facebook update frequency Quality and weight of paper stock Your business cards
  46. 46. Business Cards one or two sides? gloss or no gloss? need for email, web, other? designations? imagery? photos?
  47. 47. Business Photos
  48. 48. Communication Ethics must be truthful and accurate company name in all marketing teams: only “group” or “team” company name larger than team individual name can be larger
  49. 49. Communication Ethics company website in marketing no rules for listed phone numbers must include name of state listed price only price you can use That’s all well and good, but...
  50. 50. My Ideal Business Card Greg Sax Director of Communications gregs@10kresearch.com @gsax You can call me G. Sax if you want to.
  51. 51. Beyond the Business Card Postcards & Info Boxes Open Houses Bus Benches, Billboards Print, Fax...Dead? Learn, Try, Do Be Creative, Have Fun Be consistent.
  52. 52. CAN-SPAM (Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003)
  53. 53. Communication Smell Test If you smell like spam, you're better off working for Hormel. You must allow for opt-out. You must provide a legitimate address. Subject headers must be about the content. 10 days to take care of opt-out requests.
  54. 54. Brand: Case Study
  55. 55. Brand Consistency
  56. 56. Brand Consistency
  57. 57. Brand Identity
  58. 58. Brand Perception Advil | Ibuprofen Tylenol | Acetaminophen REALTOR® | For Sale by Owner
  59. 59. Brand Personality
  60. 60. Brand Personality the you in a suit the you in the neighborhood the you in the community AND NOW... the online photos of you the Googled you the Facebook you the LinkedIn you the blog you the Twitter you the rated you
  61. 61. Brand: The Rated You
  62. 62. Brand: Integration YOU YOUR BROKER
  63. 63. Brand: Integration
  64. 64. Brand: Integration
  65. 65. Brand: Integration
  66. 66. Brand: Integration
  67. 67. Brand: Integration
  68. 68. Brand: Case Studies
  69. 69. Brand: George Foreman
  70. 70. Brand: George Foreman
  71. 71. Brand: Ice Cube
  72. 72. Brand: Ice Cube
  73. 73. Brand: Arnold
  74. 74. Brand: Arnold
  75. 75. Brand: Arnold
  76. 76. Brand: Millionaire
  77. 77. Brand: Millionaire
  78. 78. Brand Safety No alluring or provocative photography Limit shared personal information Concentrate on professional proficiency Maintain care with new clients Real Estate Safety Council’s “Safety Guide” City of Mesa, AZ, Realtytimes.com Nevada County Board of REALTORS®
  79. 79. Not Recommended
  80. 80. Bad PR? A sk m e ab PHX ex out the ample. “This is not a joke. Before I ever got into real estate, I had very little respect for the profession. Give me a call and I'll tell you all about it.”
  81. 81. Bad PR? Is now a good time to buy a home in Phoenix? I don't know. Maybe, maybe not. Is now a good time to sell a home in Phoenix? I'll give you a hint — maybe, maybe not.
  82. 82. Thank You for Your Time! G. Sax (@gsax) Director of Communications 10K Research and Marketing
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