Realtor online marketing plan
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  • 1. realtor   online   marke,ng   plan real  estate  websites  |  online  marke0ng  |  trainingThursday, September 13, 12
  • 2. objective 1. To establish the goals/objectives in building your own Online Marketing Plan. 2. To build a foundation and basic understanding for good techniques in Online Marketing for real estate. 3. Develop your own Online Marketing Plan.Thursday, September 13, 12
  • 3. what is agent redefined? the brainchild of george el guapo cuevas. I want to train Realtors to become better at marketing their properties and themselves online. home to the Realtor Training Blog, a free resource for real estate agents to access all of my training. my business is to build your next real estate website and hire me to train you, your office, or at your next event.Thursday, September 13, 12
  • 4. a free resource for Realtors to get training for online marketing of their properties and themselves. you can ask questions via the blog!!! the realtor training blogThursday, September 13, 12
  • 5. who is el guapo former realtor from chicago with extensive short sale & new construction experience. Built 125 single family homes in St. Louis - St. Charles County. Tech Geek proudly served in the U.S. Army I love to travel the country to meet and train realtors in everything that is Realtor Marketing and Technology!Thursday, September 13, 12
  • 6. SECTION 1 STATE OF THE MARKET The overall U.S. housing market has been in state of recovery over the past 8-9 months. The housing recovery has not been equal in all places. The housing recovery has been cautiously tepid and slow. The housing recovery has continued despite still high unemployement and flat GDP growth in 2012.Thursday, September 13, 12
  • 7. The Beige Book | June-July 2012 Prepared by the Federal Reserve Bank in Atlanta The Beige Book is a collection of anecdotal economic information put together by Federal Reserve officials to prepare for policy meetings on determining interest rates. June & July 2012: Economy is seeing slow growth and moving at a “modest” pace. Hiring by the private and public sectors remain “Tepid” Not until 2016 will the housing sector be normal, according to IHS Global Insight economist Patrick Newport.Thursday, September 13, 12
  • 8. The Beige Book Prepared by the Federal Reserve Bank in Atlanta June-July 2012 saw U.S. homebuilders start construction of new homes at the fastest pace since 2008. New housing starts at 760,000 in July 2012. New Construction Increased 36.9% in the Western/ Southwestern states. 22.2% in the Northeast, -4.2% in the South, -7.3% in the Midwest. The housing market is one of the few parts of the U.S. economy that has not slowed during the recent slowdown in the overall U.S. Economy. It is possible that the housing market may contribute to the nations annual economic growth in 2012!!!!Thursday, September 13, 12
  • 9. Thursday, September 13, 12
  • 10. SALES NEW HOME SALES Exit Housing Sales & New Home Sales 6,200,000 6180000 5958000 5,522,222 5677000 5446000 4,844,444 4939000 4649000 4603000 4603000No. of Housing Units Sold 4566000 4470000 4,166,667 4350000 4309000 3,488,889 2,811,111 2973000 2829000 3010000 2,133,333 1,455,556 1203000 1283000 1086000 1051000 777,778 886000 880000 877000 776000 639000 650000 545000 485000 375000 323000 350000 100,000 1980 1985 1990 1999 2000 2001 2004 2005 2006 2007 2008 2009 2010 20112012-J 1980 - July 2012 Thursday, September 13, 12
  • 11. REALTORS Number Realtors belonging to NAR 1,400,000 1357732 1338001 1265367 1197529 1,050,000 1112645 1066658 1009940 803803 700,000 718599 350,000 0 1996 2000 2005 2006 2007 2008 2009 2010 2011Thursday, September 13, 12
  • 12. Total Foreclosure Activity By State August 2012 Illinois in 3rd PlaceThursday, September 13, 12
  • 13. Foreclosure Activity by Type August 2012Thursday, September 13, 12
  • 14. REO Sales decrease 31% from a year ago. 2nd QTR 2012Thursday, September 13, 12
  • 15. Thursday, September 13, 12
  • 16. Thursday, September 13, 12
  • 17. Foreclosures & Short Sales in the U.S. The gap between REO’s and Short Sales continued to Shrink in the 2nd QTR 2012. REO’s outnumbered short sales by just 9,833, the smallest difference since the 3rd QTR of 2007. 14% of all Sales were Non-Foreclosure Short Sales. A transaction on a property in which the foreclosure process as not yet started. Realty Trac VP Daren Blomquist, “Given the shortage of supply and the seasonally strong buyer demand in the 2nd QTR 2012, it’s no surprise that the average foreclosure related sales price increased both on a quarterly and annual basis”Thursday, September 13, 12
  • 18. Thursday, September 13, 12
  • 19. Thursday, September 13, 12
  • 20. IL Cities with the highest gains in Home Sale PricesThursday, September 13, 12
  • 21. IL Cities with the highest drops in Home Sale PricesThursday, September 13, 12
  • 22. MRED Housing SupplyThursday, September 13, 12
  • 23. MRED Housing SupplyThursday, September 13, 12
  • 24. Chicago Housing SupplyThursday, September 13, 12
  • 25. Chicago Housing SupplyThursday, September 13, 12
  • 26. Chicago New ListingsThursday, September 13, 12
  • 27. Chicago Closed SalesThursday, September 13, 12
  • 28. Chicago Market TimeThursday, September 13, 12
  • 29. 60622Thursday, September 13, 12
  • 30. 60622Thursday, September 13, 12
  • 31. 60622Thursday, September 13, 12
  • 32. 60622Thursday, September 13, 12
  • 33. 60622Thursday, September 13, 12
  • 34. River NorthThursday, September 13, 12
  • 35. River NorthThursday, September 13, 12
  • 36. River NorthThursday, September 13, 12
  • 37. Lincoln ParkThursday, September 13, 12
  • 38. South LoopThursday, September 13, 12
  • 39. West LoopThursday, September 13, 12
  • 40. What does ALL this data mean and what do you want me to do with it... Inventory levels will continue to drop if the current market conditions continue. Increases in home value prices. Increased competition from buyers and investors. Fewer REO’s on the market and just as many Short Sales. Traditional Marketing approaches will come into play for gaining listings.Thursday, September 13, 12
  • 41. realtor   marke,ng   plan real  estate  websites  |  online  marke0ng  |  trainingThursday, September 13, 12
  • 42. the realtor online marketing plan section 2 Marketing Basics Social Media Trulia & Zillow Develop Your Plan Take into consideration the Market ConditionsThursday, September 13, 12
  • 43. just using social media won t take you to the promise land of unicorns and pots of gold using the social media s are just TOOL s to use for broadcasting your message and expanding your reach...Thursday, September 13, 12
  • 44. Social Media & Real Estate    engage  in  social  media  both  SOCIALLY  &  for  REAL  ESTATE.    don’t  treat  all  social  media  plaBorms  the  same.    be  willing  to  adapt  to  changes  in  how  social  media  is  used   and  consumed  by  users.    reach  for  your  natural  crea,ve  ability.    decide  which  social  media  plaBorms  you  want                                             to  engage  in.    be  willing  to  get  the  informa,on  and  educa,on  on  how  to   use  these  plaBorms.Thursday, September 13, 12
  • 45. the 3 main sources for real estate leads... DATABASE LEADS: Your sphere of influence COLD LEADS: Advertising, mass mailing, office phone calls, etc... ONLINE - INTERNET LEADS: Social media, Trulia/Zillow, websites, blogging, etc...)Thursday, September 13, 12
  • 46. three undeniable truths about effective marketing campaigns need an objective - goal. plus, they are set with a start & end point. campaigns should run consistent and repetitious. (marketing never sleeps) return on investment (ROI): campaigns must be measured and analyzed for cost vs. effectiveness.Thursday, September 13, 12
  • 47. 3 stages of online - internet marketing for real estate 1. BASIC: Using Social Media and Real Estate Marketing Profiles. 2. ADVANCED: Websites, video creation, advanced social media, advanced Zillow/Trulia accounts. 3. BRAVEHEART: Craigslist Ads,Blogging, advertising, squeeze pages, advanced video blogging, pay per click ads. Spending money to generate leadsThursday, September 13, 12
  • 48. stage 1: basic full deployment of all free accounts breakdown into two types of accounts a. social media (facebook, youtube, linkedin, twitter, pinterest...) b. online property marketing (zillow, trulia, homes.com, realtor.com...) free profiles completely filled out for optimization. activate program for building online testimonials. back to basics - pictures and videoThursday, September 13, 12
  • 49. stage 1: basic agent branding your own branding of your name and your business is extremely important when engaging online for lead generation. take extra consideration of your profile pictures & logos. think of your events, activities, and community and how you can interject these into your online marketing. remember how your branding is extremely important to potential buyers and sellers when they find you online.Thursday, September 13, 12
  • 50. stage 1: basic your mission your primary mission in stage 1 is to get your professional name everywhere on the internet through the use of free social media and property marketing sitesThursday, September 13, 12
  • 51. Set up and optimize the stage 1: basic following accounts: Use this as a guide for completing facebook twitter youtube SOCIAL google+ NETWORKING google places WEBSITES linkedin yelp pinterest zillow.com REAL ESTATE trulia.com MARKETING r e a l t o r. c o m WEBSITESThursday, September 13, 12
  • 52. NAR: 2011 Report On Homebuyer Statistics 37% were First-Time Buyers, Medium Age 31 63% Walked through a home that they first previewed online. 63% were Repeat Buyers, Medium Age 53 10% Found an Realtor online to buy a home. INFORMATION SOURCES FOR BUYER PROPERTY SEARCH 53% Drove by a home they previewed online first. 88% Of buyers used Internet Searches for homes. 87% Of buyers used a Real Estate Agent for home searches. 55% From Yard Signs 30% From Newspaper Ads 19% Home Book and/or MagazineThursday, September 13, 12
  • 53. stage 1: basic additional notes Consider using AngiesList.com if your looking for more exposure. It s not free but effective. Make a plan for getting all of these profiles completed. It should not take more than 1-2 weeks. Consider which social media you want to engage in. It s not absolutely necessary that you engage on all of them. Ask El Guapo for more info...Thursday, September 13, 12
  • 54. stage 1: changing your view on social media The Social Media Networks simply provide some sort of outlet or platform to broadcast your message... R e a l t o r s w i l l o f t e n s a y t o m e “He y i s Fa c e book working for you? Because it doesnt work for me, I post all of my listings on it but never get any one interested” S oci a l Medi a Ne t wo r k s a re n o t a Cla ssif ie d s A d . What works is your ability to generate meaningful re la ti o ns hi ps an d c o m m u nit y. Th e n e t wo rk is ju st a place for you to do that relationship building in.Thursday, September 13, 12
  • 55. stage 1: changing your view on social media The real power of social networking isn’t in social networking. The real power of social networking isn’t in collecting likes or retweets or followers or fans. The real power of social networking isn’t in gathering up large numbers of these abstractions. The power of social networking is real. It is in creating real connections in real time by the use of Images, Videos, Ideas, & Thoughts....Thursday, September 13, 12
  • 56. stage 1: changing your view on social media Your relationships in the real world are real. Your ability to use digital tools and press buttons on keyboards and tap flat pieces of glass and plastic with invisible electronic sensors embedded and connected to more copper and silicon and then transmitted through the air to towers and wending through space and time until it arrives on someone else’s piece of glass where it jumps instantaneously into their mind... where your idea becomes their idea too. This is the real power of social networking.Thursday, September 13, 12
  • 57. Thursday, September 13, 12
  • 58. stage 1: I believe both of these sites are as valuable as Social Media. Fill out your profiles 100% on both of these platforms. Update your listings & Connect your listings on both of these platforms. Use Video & Additional Pictures for marketing your listings online. Use the Trulia Blog to expand your authority on Buyer/ Seller topics and issues.Thursday, September 13, 12
  • 59. stage 1: Probably the most important tool for you to use on these platforms are to use the Recommendations feature. Start building your Realtor Online Presence by having a completed profile and plenty of Recommendations. MOST IMPORTANT: Recommendations will help you place higher in the Agent Results & Listings Results.Thursday, September 13, 12
  • 60. Advertisements Trulia & Zillow both sell different types of Advertising Plans. These plans go by Zip Codes. Apply basic marketing rules when engaging in Advertising Plans on both Trulia & Zillow. Contact me for more information.Thursday, September 13, 12
  • 61. Thursday, September 13, 12
  • 62. Thursday, September 13, 12
  • 63. Thursday, September 13, 12
  • 64. how you are pulled up with a basic account on zillowThursday, September 13, 12
  • 65. one of chicago s top agents not taking advantage of zillow , YETThursday, September 13, 12
  • 66. one of chicago s top agents n taking advantage of zillowThursday, September 13, 12
  • 67. GOTO ZILLOW & TRULIA PROFILES ONLINEThursday, September 13, 12
  • 68. SWITCH TO SOCIAL MEDIA SLIDESThursday, September 13, 12
  • 69. stage 2: advanced real estate website blogging advanced Trulia & Zillow accounts video production it s all about producing content, content, and more content.....Thursday, September 13, 12
  • 70. stage 2: advanced the real estate website a real estate website should be an information portal for your clients & prospective clients a base website is your online - interactive business card info for buyers: school info, mortgage calculators, property searches, how to guides/e-books and tool kits info for sellers: how to guides/e-books and tool kits, your marketing plan, property evaluations info for real estate: short sales, community, rent to own, property management, etc... The Blog: you can activate the blog feature of a wordpress website and begin producing weekly content for improving your natural SEO, plus establishing yourself as an authority figure in your market.Thursday, September 13, 12
  • 71. stage 2: advanced blogging blogging is an easy way to develop a catalog of information for buyers and sellers. with effective blogging you can establish yourself as an authority figure on real estate in your community. developing community pages/blogs are an effective way to build natural SEO for your website. blogging well written articles can differentiate yourself from other competing Realtors in your area.Thursday, September 13, 12
  • 72. stage 2: advanced Advanced accounts on Trulia and Zillow work. Advanced accounts must be tested and tweaked for optimization. You still must have a completed profile and optimize your listings for full effectiveness.Thursday, September 13, 12
  • 73. stage 2: advanced video production there are two types of video Realtors produce. 1.) Property Videos & 2.) Realtor Videos. Property Videos: Showcases your property listing and the agent. Property videos should engaging and unique with limited speaking from the agent and GOOD music. Agent Videos: Showcase the agent. They can be a simple introductory video, or, an informational video on a specific topic (short sales, first-time buyers, investment property, staging a home, etc...). REAL: being real in your videos with good sound and video quality is most important. don t be too scripted.Thursday, September 13, 12
  • 74. stage 3: braveheart complete destruction to the enemy, conquer your territory. google/facebook ads. craigslist Advertising w/squeeze pages. paid SEO activitiesThursday, September 13, 12