Taking control of my market slides

Taking Control of My Market:
Effective Social Media

Byron Underwood

ByronU A degree in Attitude, Activity, SUCCESS!

AGENDA

We don’t own the information anymore

What consumers demand

Marketing in a new millennium

The power is in the wheel


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 recommendations

We don’t have a choice if we do social media. The
question is how well we do it. - Eric Qualman


Websites used in home search
2005 2010 2011

Multiple 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%

How buyers locate homes

What Sources Buyers Used in Home Search

Internet: 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


How buyers locate homes

What 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%



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%

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


Who can you trust?
with people.

Real estate agent Los Angeles, CA


Who can you trust?
with people.


What do buyers want?

Top 5 Characteristics of the real estate agent:

Honesty and Integrity

Good Communicator

Good Negotiator

Knowledge of Real Estate Market

Good Interpersonal Skills


Providing needed information
Seriously…
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?


Ken
Find your niche

Learn what your customer needs
from you

Do it 1% better

Ignore everything else


Neighborhood real estate activity
My real estate activity
Market Trends
Community events
Current events
Personal interests
Legislation
Human interest stories
Lists of “How to”
Funny


Local Real National and Community News My Interests
Estate State Real Estate and Events
Favorite Sport
New Listing Housing News School Events Teams
Mortgage and Volunteer
Just Sold Finance News School Calendar Opportunities
Neighborhood Parks and Recreation
Trends Economic Data Information Hobbies
Client Favorite and New
Testimonials Current Events Restaurants Travel News
Home Road Improvement
Improvements Construction

Characteristics of Agents making $100,000 or more

83% want to be communicated with digitally
75% have a Facebook business page
47% have over 500 Facebook friends
30% have over 500 Twitter followers
69% already on Google+
81% use Video and have a YouTube channel
44% post on social media once a day or more
92% in office less than 15 hours a month
42% never go to an office meeting

-Inman Survey December 18th 2011

Least effective Return on Investment for agents

Real Estate Search Portals – Zillow, Trulia, Realtor.com
Networking Events
Classified Sites – Craig’s List, etc.
Open Houses
Broker/Franchise Website and Social Presence
Paperwork is the #1 timewaster



Most effective Return on Investment

Digitally converting leads into business
Email Newsletter
Database Marketing/Farming
IDX registration follow up
Virtual assistants
Using the cloud to store and access data




Increase Overall Brand Awareness

- Getting the word out by driving significant views to a
website

- Increasing the number of fans to Facebook

- Increasing the number of followers on Twitter

- Increasing the number of video views on YouTube



Generate Leads

- Using downloadable content

- Hosting webinars

- Speaking at events and recording them for on demand
viewing later

- Utilizing email capture forms and newsletter
subscriptions



Customer Retention

- Keeping loyal customers loyal

- Staying Top of Mind



Sales Conversions

- Showing a true Return on Investment

- Using social media as a selling tool

- Outpacing your competitor



Measure Effectiveness

- Monitoring the entire process

- Reviewing execution of plan to reach online and
production goals


The Power is in the Wheel
Record a short video about preparing your home to sell
-use your computer camera, phone, or video camera

Upload it to YouTube on your own Channel

Embed the video in a blog post about preparing your
home to sell

Share a link to the article on Facebook, Twitter, and by
your email newsletter.


The Power is in the Wheel
Have a seller or buyer record a video recommendation
instead of writing a letter.

Upload it to YouTube on your own Channel

Embed the video on your blog on a page called
Testimonials

Share a link on Facebook, Twitter, or on an email to a
seller confirming an upcoming listing appointment.


ByronU A degree in Attitude, Activity, SUCCESS! SUCCESS!
ByronU A degree in Attitude, Activity,

Thank you

Great Results are the Sum of Small Things,
Done Well, Repeatedly -Floyd Wickman


Taking control of my market slides

Recommended

Recommended

More Related Content

Similar to Taking control of my market slides

Similar to Taking control of my market slides (20)

Recently uploaded

Recently uploaded (20)

Taking control of my market slides