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.

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.

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    Resourceful Marketing for REALTORS® Resourceful Marketing for REALTORS® Presentation Transcript

    • Resourceful Marketing for REALTORS ® By G. Sax Communications Manager Minneapolis Area Association of REALTORS®
    • The Impetus Marketing . . . . . . . . . . . . . 59.6% Technology . . . . . . . . . . . . 54.7% Business Development . . . 51.1%
    • Marketing The last thing you think about. The first thing to go. “I ain’t got time for all that.” I need to be selling, like, NOW! How much is this sh*t gonna cost me?
    • $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
    • 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 man e ner. s Yo ur email ha a voice, too. “ummm.. .” Spelling matters!
    • The Tools of Communication “Mobile devices” Video Text Status updates Website Tweets e-newsletters Networking Photos Brand Blog
    • 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 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
    • Embrace Free
    • Embrace “Free” BLOG Typepad | Wordpress E-NEWSLETTER Mad Mimi | Constant Contact | MailChimp YOUR ASSOCIATION MAAR | NMRA | SPAAR | MNAR | NAR
    • Embrace Fun
    • 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)
    • 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 Solid organizational structure Consistency across the board Quickness of navigation REALTOR® Magazine Online
    • 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.
    • 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. It can be nothing at all if you want, but...
    • 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
    • Social Media National Associaton of REALTORS® – 2009 REALTOR® Technology Report
    • 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?
    • * Tweet *
    • Ummm.....wow In August 2009, Twitter drew 25 million unique visitors, up from 2 million in August 2008. – Nielsen The technical barrier is down.
    • 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.
    • 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 his hand opening a blister pack He ate Cheetos
    • 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
    • * 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. I’m old.
    • Social Reality Chamber of Commerce Events Community Involvement Tweet Ups, Networking Events Association Involvement YOU STILL HAVE TO GET OUT THERE
    • Social Evolution Horses Computers Print Internet Radio Blogs TV Tweets We Change the Way We Use These Things
    • Social Evolution Millennial (Gen Y, Echo Boomer) Born after 1980. Already outnumber Gen X. By 2010, will outnumber Boomers. Do not discount their choices.
    • 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 frequency Quality and weight of paper stock Your business cards
    • 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 name larger than team individual name can be larger
    • 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...
    • My Ideal Business Card Greg Sax gregs@mplsrealtor.com @gsax I often go by G. Sax
    • Beyond the Business Card Postcards & Info Boxes Open Houses Bus Benches, Billboards Print, Fax...Dead? Learn, Try, Do Be Creative, Have Fun Be consistent.
    • 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 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.
    • 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”
    • 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. ###
    • 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.” ###
    • 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
    • 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... the online photos of you the Googled you the Facebook you the LinkedIn you the blog you the Twitter you the rated you
    • 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 proficiency Maintain care with new clients Real Estate Safety Council’s “Safety Guide” City of Mesa, AZ, Realtytimes.com Nevada County Board of REALTORS®
    • 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.”
    • 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.
    • Thank You for Your Time! By G. Sax Communications Manager Minneapolis Area Association of REALTORS®