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Burke Smith
Founder of YourNetCoach
Chief Communications Officer, HSA Home Warranty
Technology will never replace agents, ...
Audio Issues
• During Todays webinar
attendees will be in listen-only
mode
• If you are experiencing audio
issues please c...
Audio Issues
• Check to make sure your
computer isn’t muted
• Make sure your Audio
Mode is set to Use Mic &
Speakers if yo...
• Reach out to your local HSA representative for a
recording and slides after today’s webinar
• Find your rep at www.onlin...
Tutorial Videos on YouTube
on
YouTube.com/HSAWarranty
Burke Smith – Career Highlights
• Chief Communications Officer at HSA Home
Warranty
• Founder of YourNetCoach, Founder of ...
“THIS IS WHY
WE STARTED
ZILLOW!”
That’s almost $900 million in closed real estate
transactions without a single lead from ...
• Featured content writer on RIS Media
• Marketing and Promotions at ESPN Radio
• Social Media Intern at Monona Terrace
• ...
Think Differently!
What is this class
all about?
You help people
BUY and SELL the
American Dream
First time Home Buyers
Soldier Coming Home from War
Empty Nesters Retiring to
Travel the World
This class is
About YOU!
Social Media is your FREE platform:
• To share your stories
• To show your knowledge of a market
• To network
• Build your...
Help me
find a
house
What is my
house is
worth
Tell me
how the
market is
PROVE TO ME THAT I CAN TRUST YOU
Real Estate 101 ...
Build a brand. You’re not
just an agent, you are a
brand within a brand.
What is your niche?
Building a Brand Identity
You’re not just an agent, you’re a brand.
What does your brand stand for?
Hint: “Don’t say Loyalty, Integrity and experien...
What is YOUR Niche?
Create AGGRESSIVE
referrals
Market for listing appointments by
creating a higher perceived value.
The 40/40/20 rule.
40/40/20 RULE
for Winning More
Listing Appointments
with Your Marketing
40% is knowing your audience
Some Quick Facts About Your Next First Time Home Buyer
• Equal to or Bigger than Baby Boomer ...
40% is the value of what you are offering
Example of Failed Marketing:
Really? I need you for that?
Anybody can tell you how much your
home is worth, contact us today and we
will tell you how to make your home
worth MORE!
...
20% is the LOOK
What’s wrong with this picture?
What’s wrong with this picture?
Everything you do offline MUST have a
call...
Everything you do offline MUST have a
call to action to drive people online.
For example:
5 Most Important things you need...
What Is Google +?
• A social network very similar to Facebook
• Gives a social aspect to all of Google’s services
– Search...
Why Do I need To Be On It?
Why do I need to
be on another
social network?
Get found, right when your
customers are most
interested.
What We Know
• 90% of today’s consumers search online when
looking for a home
• 33% of people looking for real estate
info...
Search Engines & Real Estate
What do top positioned Google
pages have in common?
Top 5
Factors correlated with a high Google search
ranking
• Number of Google +1
• Facebook Shares
• Backlinks
• Facebook ...
Domain Name
The number of Google +1’s your website has is
more highly correlated with search rankings than
the name of your website
So...
Homes for sale in Indianapolis
Top 3
Real estate agent in Madison WI
Paid
Ads
Business placed
on the 1st page of
search results
Think of it as the
new Yellow Pages
Just as you had to be in
the Yellow ...
What About Google Places?
• In 2012 ‘Google Places’ changed to ‘Google+
Local’
When your customers search on
Google, the results to the right may
include relevant posts, photos, and
videos from your Go...
• Google Plus pages get
prime real estate in
search results
• Includes relevant contact
information
• Directions to your o...
Getting Started
• Go to www.plus.google.com and sign in with a
Google account or create a new account
Creating a Google + Page
• Fill in the required information
• Verify your Email
From your Google Plus profile go to Home
in the upper left corner and select Pages
Click Create a page
Choose Local Business or Place
• Search for your
business and if you
find a matching result
you can click on it to
claim the page other
wise choose No no...
• If your business is already listed you must
verify that you are the business owner
• Enter your business information and select a
category
– Name, Address, Phone
– Category: Real Estate Consultant
• Check this box and enter the zip codes of the
areas you do business in
• Enter your business information
– Name, Address, Phone
• Now we’re ready to fill out your info
If you already had a Google Plus Page made
or had to claim your page this is where you
can join in
Add A Profile Picture
Click here to
upload a profile
picture
Add A Profile Picture
• Your profile picture should be professional and
of a high resolution
• It appears in all your post...
Add A Cover Photo
Click here to
upload a Cover
Photo
Click here to upload
a cover photo
Add A Cover Photo
• Your cover photo is very large (1080 x 608 px) so
use a high resolution photo
– Minimum size requireme...
Add Map and Search Photos
• These are the display photos for your business
on Google Maps and in search results
• Use phot...
Add Map and Search Photos
Where your photos
appear in search results
• Use Dashboard in the upper left hand corner
drop down menu to access to your page’s
Activity center
• From here you can ...
Google + Dashboard
• Add Managers
• Delete
• Transfer ownership
• Verify your page
Google + Dashboard
• Start a video Hangout
• Edit information about your
business
• Complete your page
• Use the progress bar at the top to see what
you’re missing
– Hours of operation
– Upload Photos of ...
Verifying Your Page
• After you’ve filled out
your information you can
Verify your page
Request a Pin
When the pin arrives, log back into your
Google + Dashboard, enter the pin and your
page will be verified
Checklist So Far
Created a page
Uploaded Photos
Filled out basic information
Requested to Verify Page
After Verification
• Link your website to your page
• Set a Google Plus URL
Verified Local Business
pages have a check
mar...
Link To Your Website
Under the “About” heading look for a section
called Links and hit “Edit” at the bottom
Link To Your Website
Enter your website and link to your other social
networks
Set A URL
• Requirements
– Your page must be verified
• Can not be changed once set
• Your URL may be preassigned based on...
Set A URL
Under the “Links” section claim your Google + URL
Build Your Brand – Online Reviews
• Setting up a Google Plus business page allows
people to review your business
• Reviews...
“We live in social world where now and
for the foreseeable future, the
consumer is in control. They are more
informed than...
HSA Social Media Resources
Facebook.com/HSAhomewarranty
Video Walkthroughs
• www.YouTube.com/HSAWarranty
Just a Thought…
Everybody is….
• Tweeting
• Facebooking
• Blogging
• Texting
• Pinging
• Posting
• Emailing
Nobody is…
• D...
Thank You!
Burke.Smith@onlinehsa.com
Brian.Geick@onlinehsa.com
Questions
Winning Listings and Converting Buyers With Google Plus
Winning Listings and Converting Buyers With Google Plus
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Winning Listings and Converting Buyers With Google Plus

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Today's home buyer will search online at some point during the home buying process. When they do it's crucial that your business and contact information show up at the top of the search results. Many people think that it costs thousands of dollars to have your name and business show up as a top search result but in this webinar you will learn a free and easy shortcut to get to the top of Google search results. Learn how to set up a Google Plus page that will appear at the top of local search results when a buyer is searching for homes or a real estate agent in your market.

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  • During Todays webinar attendees will be in listen-only mode.If you are experiencing audio issues please contact:GoToWebinar: 1-800-263-6317Submit questions @HSAHomeWarranty on Twitter or through the Questions box
  • If you see this pop up. Stop. Make sure you select to use Google
  • Guide to all things Google +http://www.martinshervington.com/google-plus-posts-the-ultimate-guide/
  • Google Plus remains a mystery for many small business owners and nonprofits. Why? People feel that there are so many social networks to choose from. They also can’t seem to find the benefit in starting a completely new presence on yet another completely new platform, especially when they don’t know ANYONE else using Google Plus.
  • http://www.realtor.org/sites/default/files/Study-Digital-House-Hunt-2013-01_1.pdf
  • What do web pages that are well-positioned by Google have in common and what distinguishes them from lower ranking pages?
  • http://www.searchmetrics.com/en/knowledge-base/ranking-factors-us-2013/
  • Reviews can only be written on Google+ Local business pages, not on personal or on non-local-business Google+ pageSome businesses may still have legacy Google Places pages as Google goes through the migration process. However, these will be moved to the Google+ Local format in the near future - See more at: http://www.thoughtshift.co.uk/google-pages-google-local-google-places-whats-going-on-here/#sthash.kh0EWnAQ.dFrwjBPb.dpuf
  • Now, when people search for your brand on Google, they can get the latest info straight from your Google+ page, on the righthand side of their search results. And when your followers search for information relevant to your brand, content you've shared may appear in search.Here's how to be eligible:First, create your Google+ page. Then start publishing regular, relevant posts to attract and engage followers.
  • https://support.google.com/plus/answer/1713911?hl=enhttps://www.google.com/local/business
  • When a business owner verifies a local Google+ Page, any existing listing for the business is merged with the local Google+ Page to create a single page with a verified checkmark. Verified local Google+ Pages have features of both pages described above–scores and reviews as well as posts from the business owner.After you’ve created your page, follow these steps to request a Personal Identification Number (PIN) to verify your page:Go to https://plus.google.com/dashboard and click Manage this page on the page you’d like to verify.Click Verify your business beneath your address.Check that the contact information is correct. You can also address the postcard to a specific person by adding a name to the Optional contact name field. This name will not appear anywhere else on Google. Note that you can only receive a PIN at the business address you provided when you created your Google+ page for your local business.Click Request postcard. Once your postcard arrives, you can verify your Google+ page by entering your PIN online.
  • https://plus.google.com/115903012633125356273/about
  • https://support.google.com/plus/answer/1713826?hl=en
  • https://support.google.com/plus/answer/1713826?hl=en
  • Transcript of "Winning Listings and Converting Buyers With Google Plus"

    1. 1. Burke Smith Founder of YourNetCoach Chief Communications Officer, HSA Home Warranty Technology will never replace agents, but agents using technology will!™ Winning Listings & Converting Buyers With Google Plus
    2. 2. Audio Issues • During Todays webinar attendees will be in listen-only mode • If you are experiencing audio issues please contact: GoToWebinar: 1-800-263-6317 • Submit questions @HSAHomeWarranty on Twitter with #HSAwebinar
    3. 3. Audio Issues • Check to make sure your computer isn’t muted • Make sure your Audio Mode is set to Use Mic & Speakers if you haven’t dialed in
    4. 4. • Reach out to your local HSA representative for a recording and slides after today’s webinar • Find your rep at www.onlinehsa.com This is Recorded
    5. 5. Tutorial Videos on YouTube on YouTube.com/HSAWarranty
    6. 6. Burke Smith – Career Highlights • Chief Communications Officer at HSA Home Warranty • Founder of YourNetCoach, Founder of ipayOne, Executive Team at Prudential California Realty • Licensed California Broker & Real Estate Coach/Consultant/Trainer • Personally responsible for over 1000 closed real estate transactions • Featured on CNN & in the New York Times • Nominated 2 years in a row Inman Innovator of the Year Clients have closed over $25 billion in residential real estate!
    7. 7. “THIS IS WHY WE STARTED ZILLOW!” That’s almost $900 million in closed real estate transactions without a single lead from Zillow or Trulia!
    8. 8. • Featured content writer on RIS Media • Marketing and Promotions at ESPN Radio • Social Media Intern at Monona Terrace • IT and Social Media Consultant at American Family Insurance • Social Media Specialist at HSA Phone: 608-798-6001 ext. 6410 Email: Brian.Geick@onlineHSA.com Contact: Brian Geick – Career Highlights
    9. 9. Think Differently!
    10. 10. What is this class all about?
    11. 11. You help people BUY and SELL the American Dream
    12. 12. First time Home Buyers
    13. 13. Soldier Coming Home from War
    14. 14. Empty Nesters Retiring to Travel the World
    15. 15. This class is About YOU!
    16. 16. Social Media is your FREE platform: • To share your stories • To show your knowledge of a market • To network • Build your S.O.I. • Do PR for you and your business • Recruit and retain Social Media does NOT replace what you do, it complements what you do!
    17. 17. Help me find a house What is my house is worth Tell me how the market is PROVE TO ME THAT I CAN TRUST YOU Real Estate 101 vs. Social Media 101
    18. 18. Build a brand. You’re not just an agent, you are a brand within a brand. What is your niche?
    19. 19. Building a Brand Identity
    20. 20. You’re not just an agent, you’re a brand. What does your brand stand for? Hint: “Don’t say Loyalty, Integrity and experience” • 3 Step Branding Exercise: • Write down 3 – 5 things that you think your brand represents in the market. • Ask your family, friends, co-workers and most importantly your past clients what is the first thing that comes to mind when they think about you and your brand. • Compare their responses to yours. What is your BIG, BOLD, BRANDING statement? For example: “The #1 resource for Indiana Real Estate”
    21. 21. What is YOUR Niche? Create AGGRESSIVE referrals
    22. 22. Market for listing appointments by creating a higher perceived value. The 40/40/20 rule.
    23. 23. 40/40/20 RULE for Winning More Listing Appointments with Your Marketing
    24. 24. 40% is knowing your audience Some Quick Facts About Your Next First Time Home Buyer • Equal to or Bigger than Baby Boomer Generation , Roughly 26% of the population • 3 times the size of Generation X • Weak on interpersonal skills …why? Technology • Spending power exceeds $200 billion • Close to family , so stay in touch with those past clients
    25. 25. 40% is the value of what you are offering Example of Failed Marketing: Really? I need you for that?
    26. 26. Anybody can tell you how much your home is worth, contact us today and we will tell you how to make your home worth MORE! You don’t need to know how much your home is worth, you need to know how to make your home worth MORE! Example of Successful Marketing:
    27. 27. 20% is the LOOK What’s wrong with this picture? What’s wrong with this picture? Everything you do offline MUST have a call to action to drive people online!!!
    28. 28. Everything you do offline MUST have a call to action to drive people online. For example: 5 Most Important things you need to know when thinking of selling your home in Schererville
    29. 29. What Is Google +? • A social network very similar to Facebook • Gives a social aspect to all of Google’s services – Search, Gmail, YouTube, Calendar
    30. 30. Why Do I need To Be On It? Why do I need to be on another social network?
    31. 31. Get found, right when your customers are most interested.
    32. 32. What We Know • 90% of today’s consumers search online when looking for a home • 33% of people looking for real estate information on Google are searching for local agents or brokers
    33. 33. Search Engines & Real Estate
    34. 34. What do top positioned Google pages have in common?
    35. 35. Top 5 Factors correlated with a high Google search ranking • Number of Google +1 • Facebook Shares • Backlinks • Facebook Total • Facebook Comments
    36. 36. Domain Name
    37. 37. The number of Google +1’s your website has is more highly correlated with search rankings than the name of your website Source: Search Metrics
    38. 38. Homes for sale in Indianapolis
    39. 39. Top 3
    40. 40. Real estate agent in Madison WI
    41. 41. Paid Ads
    42. 42. Business placed on the 1st page of search results Think of it as the new Yellow Pages Just as you had to be in the Yellow Pages you NEED to be listed here
    43. 43. What About Google Places? • In 2012 ‘Google Places’ changed to ‘Google+ Local’
    44. 44. When your customers search on Google, the results to the right may include relevant posts, photos, and videos from your Google+ page. Cantera Real Estate
    45. 45. • Google Plus pages get prime real estate in search results • Includes relevant contact information • Directions to your office • Reviews • Recent posts
    46. 46. Getting Started
    47. 47. • Go to www.plus.google.com and sign in with a Google account or create a new account Creating a Google + Page
    48. 48. • Fill in the required information
    49. 49. • Verify your Email
    50. 50. From your Google Plus profile go to Home in the upper left corner and select Pages
    51. 51. Click Create a page Choose Local Business or Place
    52. 52. • Search for your business and if you find a matching result you can click on it to claim the page other wise choose No not my business
    53. 53. • If your business is already listed you must verify that you are the business owner
    54. 54. • Enter your business information and select a category – Name, Address, Phone – Category: Real Estate Consultant
    55. 55. • Check this box and enter the zip codes of the areas you do business in
    56. 56. • Enter your business information – Name, Address, Phone
    57. 57. • Now we’re ready to fill out your info
    58. 58. If you already had a Google Plus Page made or had to claim your page this is where you can join in
    59. 59. Add A Profile Picture Click here to upload a profile picture
    60. 60. Add A Profile Picture • Your profile picture should be professional and of a high resolution • It appears in all your posts and in search results • You may also use a logo if you have one
    61. 61. Add A Cover Photo Click here to upload a Cover Photo Click here to upload a cover photo
    62. 62. Add A Cover Photo • Your cover photo is very large (1080 x 608 px) so use a high resolution photo – Minimum size requirement (480 x 270 px) • Choose something that catches the eye and represents your business or market • This image is only seen when people visit your page
    63. 63. Add Map and Search Photos • These are the display photos for your business on Google Maps and in search results • Use photos of your office, team, and neighborhoods you service
    64. 64. Add Map and Search Photos Where your photos appear in search results
    65. 65. • Use Dashboard in the upper left hand corner drop down menu to access to your page’s Activity center • From here you can see if you’re missing information, verify your page, start a G+ chat with your followers and more
    66. 66. Google + Dashboard • Add Managers • Delete • Transfer ownership • Verify your page
    67. 67. Google + Dashboard • Start a video Hangout • Edit information about your business
    68. 68. • Complete your page • Use the progress bar at the top to see what you’re missing – Hours of operation – Upload Photos of your team and building – Add an introduction
    69. 69. Verifying Your Page • After you’ve filled out your information you can Verify your page
    70. 70. Request a Pin
    71. 71. When the pin arrives, log back into your Google + Dashboard, enter the pin and your page will be verified
    72. 72. Checklist So Far Created a page Uploaded Photos Filled out basic information Requested to Verify Page
    73. 73. After Verification • Link your website to your page • Set a Google Plus URL Verified Local Business pages have a check mark by their photo
    74. 74. Link To Your Website Under the “About” heading look for a section called Links and hit “Edit” at the bottom
    75. 75. Link To Your Website Enter your website and link to your other social networks
    76. 76. Set A URL • Requirements – Your page must be verified • Can not be changed once set • Your URL may be preassigned based on the name of your page and the name of your linked website.
    77. 77. Set A URL Under the “Links” section claim your Google + URL
    78. 78. Build Your Brand – Online Reviews • Setting up a Google Plus business page allows people to review your business • Reviews can not be anonymous. They are linked to the reviewers Google + profile • Reviews help you show up higher in search results
    79. 79. “We live in social world where now and for the foreseeable future, the consumer is in control. They are more informed than ever and have a choice of who they work with,” - Sherry Chris, CEO of Better Homes and Gardens Real Estate
    80. 80. HSA Social Media Resources Facebook.com/HSAhomewarranty
    81. 81. Video Walkthroughs • www.YouTube.com/HSAWarranty
    82. 82. Just a Thought… Everybody is…. • Tweeting • Facebooking • Blogging • Texting • Pinging • Posting • Emailing Nobody is… • Doorknocking • Farming • Calling • Talking • Writing • Mailing • Living Your opportunity is to combine these two columns!!!!!
    83. 83. Thank You! Burke.Smith@onlinehsa.com Brian.Geick@onlinehsa.com
    84. 84. Questions
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