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Taking control of my market slides

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  • 1. Taking Control of My Market: Effective Social MediaByron Underwood ByronU A degree in Attitude, Activity, SUCCESS!
  • 2. AGENDAWe don’t own the information anymoreWhat consumers demandMarketing in a new millenniumThe power is in the wheel ByronU A degree in Attitude, Activity, SUCCESS!
  • 3. A Few Quick Statistics• 50% of the world’s population is under 30• 34 years the age of the average buyer in Houston• 52 years the age of the average Houston real estate agent• 94% of all Gen X’s & Y’s are on at least 1 social site• 90% of consumers trust peer recommendationsWe don’t have a choice if we do social media. The question is how well we do it. - Eric Qualman ByronU A degree in Attitude, Activity, SUCCESS!
  • 4. Websites used in home search 2005 2010 2011Multiple Listing Service 50% 59% 56%Realtor.com 54% 45% 45%Real Estate Company Website 38% 43% 40%Real Estate Agent Website 31% 42% 46%Listing Aggregators Trulia, Zillow, etc. 11% 41% 38%Newspaper Websites 15% 8% 6%Social Networking Sites * 2% 1% ByronU A degree in Attitude, Activity, SUCCESS!
  • 5. How buyers locate homesWhat Sources Buyers Used in Home SearchInternet: 88%Real estate agent: 87%Yard Sign: 55%Open house: 45%Newspaper ad: 30%Home book or magazine: 19% Source: 2011 NAR Profile of Home Buyers and Sellers ByronU A degree in Attitude, Activity, SUCCESS!
  • 6. How buyers locate homesWhat Source Do Buyers Use First:Looked online for properties: 37%Contacted a real estate agent: 19%Researched the home buying process: 10%Talked to a friend or relative: 10%Drove by homes: 8%Researched financing: 6% Source: 2011 NAR Profile of Home Buyers and Sellers ByronU A degree in Attitude, Activity, SUCCESS!
  • 7. Who can you trust?How buyers found their real estate agent:Referral 40%Previously used agent 14%Online contact 11%Sign Call 5%Open Houses 4% Source: 2011 NAR Profile of Home Buyers and Sellers ByronU A degree in Attitude, Activity, SUCCESS!
  • 8. Who can you trust?Using internet sites to create first contact with a prospect in order to develop relationships with people:Know Like Trust YOU ByronU A degree in Attitude, Activity, SUCCESS!
  • 9. Who can you trust?Using internet sites to create first contact with a prospect in order to develop relationships with people. Real estate agent Los Angeles, CA ByronU A degree in Attitude, Activity, SUCCESS!
  • 10. Who can you trust?Using internet sites to create first contact with a prospect in order to develop relationships with people. ByronU A degree in Attitude, Activity, SUCCESS!
  • 11. What do buyers want?Top 5 Characteristics of the real estate agent:Honesty and IntegrityGood CommunicatorGood NegotiatorKnowledge of Real Estate MarketGood Interpersonal Skills Source: 2011 NAR Profile of Home Buyers and Sellers ByronU A degree in Attitude, Activity, SUCCESS!
  • 12. Providing needed informationSeriously…1. What is your niche? What is your area of expertise? Who are you trying to reach?2. What does this group of need from you? ByronU A degree in Attitude, Activity, SUCCESS!
  • 13. Providing needed informationKen Find your niche Learn what your customer needs from you Do it 1% better Ignore everything else ByronU A degree in Attitude, Activity, SUCCESS!
  • 14. Providing needed informationNeighborhood real estate activityMy real estate activityMarket TrendsCommunity eventsCurrent eventsPersonal interestsLegislationHuman interest storiesLists of “How to”Funny ByronU A degree in Attitude, Activity, SUCCESS!
  • 15. Providing needed information Local Real National and Community News My Interests Estate State Real Estate and Events Favorite SportNew Listing Housing News School Events Teams Mortgage and VolunteerJust Sold Finance News School Calendar OpportunitiesNeighborhood Parks and RecreationTrends Economic Data Information HobbiesClient Favorite and NewTestimonials Current Events Restaurants Travel NewsHome Road ImprovementImprovements Construction ByronU A degree in Attitude, Activity, SUCCESS!
  • 16. Marketing in a new millennium Characteristics of Agents making $100,000 or more83% want to be communicated with digitally75% have a Facebook business page47% have over 500 Facebook friends30% have over 500 Twitter followers69% already on Google+81% use Video and have a YouTube channel44% post on social media once a day or more92% in office less than 15 hours a month42% never go to an office meeting -Inman Survey December 18th 2011 ByronU A degree in Attitude, Activity, SUCCESS!
  • 17. Marketing in a new millenniumLeast effective Return on Investment for agentsReal Estate Search Portals – Zillow, Trulia, Realtor.comNetworking EventsClassified Sites – Craig’s List, etc.Open HousesBroker/Franchise Website and Social PresencePaperwork is the #1 timewaster -Inman Survey December 18th 2011 ByronU A degree in Attitude, Activity, SUCCESS!
  • 18. Marketing in a new millenniumMost effective Return on InvestmentDigitally converting leads into businessEmail NewsletterDatabase Marketing/FarmingIDX registration follow upVirtual assistantsUsing the cloud to store and access data -Inman Survey December 18th 2011 ByronU A degree in Attitude, Activity, SUCCESS!
  • 19. Marketing in a new millenniumIncrease Overall Brand Awareness- Getting the word out by driving significant views to awebsite- Increasing the number of fans to Facebook- Increasing the number of followers on Twitter- Increasing the number of video views on YouTube ByronU A degree in Attitude, Activity, SUCCESS!
  • 20. Marketing in a new millenniumGenerate Leads- Using downloadable content- Hosting webinars- Speaking at events and recording them for on demandviewing later- Utilizing email capture forms and newslettersubscriptions ByronU A degree in Attitude, Activity, SUCCESS!
  • 21. Marketing in a new millenniumCustomer Retention- Keeping loyal customers loyal- Staying Top of Mind ByronU A degree in Attitude, Activity, SUCCESS!
  • 22. Marketing in a new millenniumSales Conversions- Showing a true Return on Investment- Using social media as a selling tool- Outpacing your competitor ByronU A degree in Attitude, Activity, SUCCESS!
  • 23. Marketing in a new millenniumMeasure Effectiveness- Monitoring the entire process- Reviewing execution of plan to reach online andproduction goals ByronU A degree in Attitude, Activity, SUCCESS!
  • 24. The Power is in the WheelRecord a short video about preparing your home to sell-use your computer camera, phone, or video cameraUpload it to YouTube on your own ChannelEmbed the video in a blog post about preparing yourhome to sellShare a link to the article on Facebook, Twitter, and byyour email newsletter. ByronU A degree in Attitude, Activity, SUCCESS!
  • 25. The Power is in the WheelHave a seller or buyer record a video recommendationinstead of writing a letter.Upload it to YouTube on your own ChannelEmbed the video on your blog on a page calledTestimonialsShare a link on Facebook, Twitter, or on an email to aseller confirming an upcoming listing appointment. ByronU A degree in Attitude, Activity, SUCCESS!
  • 26. ByronU A degree in Attitude, Activity, SUCCESS! SUCCESS! ByronU A degree in Attitude, Activity,
  • 27. Thank youGreat Results are the Sum of Small Things, Done Well, Repeatedly -Floyd Wickman ByronU A degree in Attitude, Activity, SUCCESS!

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