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Resourceful Marketing
   for REALTORS ®



                                      By G. Sax
                     Communicat...
The Impetus

Marketing . . . . . . . . . . . . . 59.6%

Technology . . . . . . . . . . . . 54.7%
Business Development . . ...
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
Guiding Principle


Real Estate
 is Local
Guiding Principle

Visuals Matter
Guiding Principle




       VISUALS + DETAILS
Today in the Market
Reacting to the Now
Hyperlocality
Guiding Principle


Availability
     Distribute.
     Distribute.
     Distribute.
Ways to Use
Client Consultation
Blogs and Websites
Social Networking
We Give, You Interpret
Stay Current, Relevant
Example of Fast Sharing
Communication
Be pleasant an
               d
 clear in voice.          Good
                              phon
          ...
The Tools of Communication
 “Mobile devices”   Video
 Text               Status updates
 Website            Tweets
 e-news...
Info Hwy Congestion




             Swanepoel’s
             TREND 7
Clear the Congestion
“I don’t need a million answers.
I just want the good ones.”
                             – WebMD Ad
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
MAAR | NMR...
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
a simple text
editor goes a
  long way
Embrace “Good Enough”
 craigslist    microblogging
 Flip          apps
 netbook       mp3
 Google Docs   web-based
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
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
@aplusk (yawwwnnn)

@Oprah | @MarthaStewart | @TheEllenShow

@Swanepoel | @tcar | @tboard | @gsax
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...
Twitterverse
@respres


I Don’t Know What He Does
 But he is deeply involved in real estate
 He is interesting, engaging, ...
* Tweet *




www.mytechopinion.com/twitter-for-real-estate-twits
Social Cewebrity




Susan Boyle: 113 million impressions
          ...and counting
Social Cewebrity




    JK Wedding Entrance Dance:
36 million impressions...and counting
Case Study – Jimmy Fallon




          @jimmyfallon
 Forget Leno & Letterman. They’re old.
 Even Conan’s a Twitter hater....
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 Way
We Use The...
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
       gregs@mplsrealtor.com
                     @gsax


             ...
Beyond the Business Card
 Postcards & Info Boxes
 Open Houses
 Bus Benches, Billboards
 Print, Fax...Dead?
 Learn, Try, Do...
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...
PR – Hey, It’s Like Sales!
Take initiative
Pitch to the right people
Be factual
                                  Attracti...
Contact: Greg Sax, Communications Manager
                                                                PR
Minneapolis A...
For interviews, contact Greg Sax
Communications Manager, 10K Research
gregs@10kresearch.com, 952.988.3123




The “F” Word...
Attracting Media
1.   Be professional
2.   Have pizazz
3.   Be reliable and reachable
4.   Have a catchy draw-in
5.   One ...
Brand
Brand Consistency
  Brand Identity
  Brand Ubiquity
    Brand Rethink
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...
...
Focus: The Rated You
Yelp! – restaurants & more
Redfin – agents
IncredibleAgents – REALTOR® created
United Airlines
Brand: Integration


     YOU
 YOUR BROKER
Brand: Case Studies




Plus Other Examples
Brand Safety
No alluring or provocative photography

Limit shared personal information

Concentrate on professional profic...
Bad PR?

                                              A sk m
                                                     e abo
 ...
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!

                                      By G. Sax
                     Communications Manager
    ...
Resourceful Marketing for REALTORS®
Resourceful Marketing for REALTORS®
Resourceful Marketing for REALTORS®
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Resourceful Marketing for REALTORS®

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Broad concepts in marketing, communicating, and branding for real estate in an increasingly online landscape, with an emphasis on saving money while you're trying new things.

Published in: Real Estate, Business, Technology
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Transcript of "Resourceful Marketing for REALTORS®"

  1. 1. Resourceful Marketing for REALTORS ® By G. Sax Communications Manager Minneapolis Area Association of REALTORS®
  2. 2. The Impetus Marketing . . . . . . . . . . . . . 59.6% Technology . . . . . . . . . . . . 54.7% Business Development . . . 51.1%
  3. 3. 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?
  4. 4. $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
  5. 5. Not to Mention... Signs and Riders Continuing Education Professional Development Lockbox Fees Association Dues
  6. 6. Ad Rates Not Tens or Hundreds, But Thousands of Dollars
  7. 7. Guiding Principle Real Estate is Local
  8. 8. Guiding Principle Visuals Matter
  9. 9. Guiding Principle VISUALS + DETAILS
  10. 10. Today in the Market
  11. 11. Reacting to the Now
  12. 12. Hyperlocality
  13. 13. Guiding Principle Availability Distribute. Distribute. Distribute.
  14. 14. Ways to Use Client Consultation Blogs and Websites Social Networking We Give, You Interpret Stay Current, Relevant
  15. 15. Example of Fast Sharing
  16. 16. Communication Be pleasant an d clear in voice. Good phon man e ner. s Yo ur email ha a voice, too. “ummm.. .” Spelling matters!
  17. 17. The Tools of Communication “Mobile devices” Video Text Status updates Website Tweets e-newsletters Networking Photos Brand Blog
  18. 18. Info Hwy Congestion Swanepoel’s TREND 7
  19. 19. Clear the Congestion “I don’t need a million answers. I just want the good ones.” – WebMD Ad
  20. 20. Embrace the Basics
  21. 21. 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
  22. 22. Embrace Free
  23. 23. Embrace “Free” BLOG Typepad | Wordpress E-NEWSLETTER Mad Mimi | Constant Contact | MailChimp YOUR ASSOCIATION MAAR | NMRA | SPAAR | MNAR | NAR
  24. 24. Embrace Fun
  25. 25. 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)
  26. 26. Embrace Flash Drives Embrace Simple
  27. 27. a simple text editor goes a long way
  28. 28. Embrace “Good Enough” craigslist microblogging Flip apps netbook mp3 Google Docs web-based
  29. 29. 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
  30. 30. 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.
  31. 31. Real Estate 2.0
  32. 32. 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...
  33. 33. 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
  34. 34. Social Media National Associaton of REALTORS® – 2009 REALTOR® Technology Report
  35. 35. The ex am with th ple e ring. The ex ample with th e beer. Facebook's Growing Demographic The ex am with th ple e IRL. – more people to find – aren't out as much – love to show off kids and grandkids In a "face" industry, why wouldn't you be here?
  36. 36. * Tweet *
  37. 37. Ummm.....wow In August 2009, Twitter drew 25 million unique visitors, up from 2 million in August 2008. – Nielsen The technical barrier is down.
  38. 38. 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.
  39. 39. Engage Expand your network. Learn from others. Quickly and all the time.
  40. 40. Twitterverse @aplusk (yawwwnnn) @Oprah | @MarthaStewart | @TheEllenShow @Swanepoel | @tcar | @tboard | @gsax
  41. 41. Twitterverse @tboard Saint Paul Real Estate Blog Blogger Writer Photographer REALTOR® And I am here
  42. 42. 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
  43. 43. Twitterverse @respres I Don’t Know What He Does But he is deeply involved in real estate He is interesting, engaging, and nice He is ahead of the pack on most things He is eloquent as hell
  44. 44. * Tweet * www.mytechopinion.com/twitter-for-real-estate-twits
  45. 45. Social Cewebrity Susan Boyle: 113 million impressions ...and counting
  46. 46. Social Cewebrity JK Wedding Entrance Dance: 36 million impressions...and counting
  47. 47. Case Study – Jimmy Fallon @jimmyfallon Forget Leno & Letterman. They’re old. Even Conan’s a Twitter hater. I’m old.
  48. 48. Social Reality Chamber of Commerce Events Community Involvement Tweet Ups, Networking Events Association Involvement YOU STILL HAVE TO GET OUT THERE
  49. 49. Social Evolution Horses Computers Print Internet Radio Blogs TV Tweets We Change the Way We Use These Things
  50. 50. Social Evolution Millennial (Gen Y, Echo Boomer) Born after 1980. Already outnumber Gen X. By 2010, will outnumber Boomers. Do not discount their choices.
  51. 51. Overheard “Visibility is more important than ability. Secret agents don’t do a lot of business.”
  52. 52. Communication Touch “Touch” now means... Email style, availability Text style, availability Twitter, Facebook update frequency Quality and weight of paper stock Your business cards
  53. 53. Business Cards one or two sides? gloss or no gloss? need for email, web, other? designations? imagery? photos?
  54. 54. Business Photos
  55. 55. 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
  56. 56. 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...
  57. 57. My Ideal Business Card Greg Sax gregs@mplsrealtor.com @gsax I often go by G. Sax
  58. 58. Beyond the Business Card Postcards & Info Boxes Open Houses Bus Benches, Billboards Print, Fax...Dead? Learn, Try, Do Be Creative, Have Fun Be consistent.
  59. 59. CAN-SPAM (Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003)
  60. 60. 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.
  61. 61. PR – Hey, It’s Like Sales! Take initiative Pitch to the right people Be factual Attracting Attention Tell a good story REALTOR® Magazine Mariwyn Evans | August 2008 Keep in contact Be available Say “I don’t know”
  62. 62. Contact: Greg Sax, Communications Manager PR Minneapolis Area Association of REALTORS® gregs@mplsrealtor.com, 952.988.3123 Number of lender-mediated homes for sale drops Q3 2009 Update to "Foreclosures and Short Sales" report released by MAAR Minneapolis, Minnesota (November 6, 2009) – After four years of exponential growth, the number of lender-mediated properties for sale dropped by more than 1,200 units from February 1 to April 1 of 2009. The decline is even more impressive considering that the spring market typically sees an increase in the number of homes for sale. Lender-mediated home values are dropping quickly, while traditional homes are fairing better. The median sales price of lender-mediated homes in Q1 2009 was $122,900, a decrease of 21.7 percent from the same time last year. The median sales price for traditional homes was $212,000, a drop of a quieter 3.6 percent. For Q1 2009, 36.1 percent of new listings and 58.8 percent of closed sales were lender-mediated. Declining activity in both supply and demand in the traditional, non-lender-mediated market, means that foreclosures and short sales will continue to hold a heavy market share throughout 2009. The five-page "Foreclosures and Short Sales" report for Q1 2009 can be found on the Minneapolis Area Association of REALTORS® website at www.mplsrealtor.com and includes more analysis and an explanation of the research methodology. Established in 1887, the Minneapolis Area Association of REALTORS® (MAAR) is the leading regional advocate and provider of information services, research and education on the real estate industry for brokers, real estate professionals and the public. With more than 8,500 members, MAAR is one of the 25 largest local REALTOR® associations in the nation and serves the Twin Cities 13-county metro area and western Wisconsin. ###
  63. 63. For interviews, contact Greg Sax Communications Manager, 10K Research gregs@10kresearch.com, 952.988.3123 The “F” Word Loses Pluck Q3 2009 Update to "Foreclosures and Short Sales" report out now Minneapolis, Minnesota (September 16, 2009) – After four years of exponential growth, the number of lender-mediated properties for sale dropped by more than 1,200 units from July 1 to August 1 of 2009. The decline is even more impressive considering that the spring market typically sees an increase in the number of homes for sale. Lender-mediated home values are dropping quickly, while traditional homes are fairing better. The median sales price of lender-mediated homes in Q1 2009 was $122,900, a decrease of 21.7 percent from the same time last year. The median sales price for traditional homes was $212,000, a drop of a quieter 3.6 percent. For Q1 2009, 36.1 percent of new listings and 58.8 percent of closed sales were lender-mediated. Declining activity in both supply and demand in the traditional, non-lender-mediated market, means that foreclosures and short sales will continue to hold a heavy market share throughout 2009. The five-page "Foreclosures and Short Sales" report for Q3 2009 is online. Google “10K Research.” ###
  64. 64. Attracting Media 1. Be professional 2. Have pizazz 3. Be reliable and reachable 4. Have a catchy draw-in 5. One page news release (max) 6. Work with your association
  65. 65. Brand Brand Consistency Brand Identity Brand Ubiquity Brand Rethink
  66. 66. Brand Perception Advil | Ibuprofen Tylenol | Acetaminophen REALTOR® | For Sale by Owner
  67. 67. Brand Personality
  68. 68. 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
  69. 69. Focus: The Rated You Yelp! – restaurants & more Redfin – agents IncredibleAgents – REALTOR® created United Airlines
  70. 70. Brand: Integration YOU YOUR BROKER
  71. 71. Brand: Case Studies Plus Other Examples
  72. 72. 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®
  73. 73. Bad PR? A sk m e abo the PH ut X examp le. “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.”
  74. 74. 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.
  75. 75. Thank You for Your Time! By G. Sax Communications Manager Minneapolis Area Association of REALTORS®
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