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Modern Day Marketing for REALTORS.

Modern Day Marketing for REALTORS.

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Modern day marketing Presentation Transcript

  • 1. Generate  New  Business  with   Modern  Day  Marke5ng   Jason  M.  Jakus   h9p://www.slideshare.net/JJakus   JJakus@LeisureAmerican.com  
  • 2. What  We  Will  Cover  •  Leveraging  Technology  For  Open  Houses  •  Lead  Capture  “Squeeze  Pages”  •  Four  things  you  must  have  on  your  business  card  •  Twelve  must-­‐have  tools  for  the  real  estate   business  •  Five  ways  to  promote  your  business  with  video  •  Growing  your  SOI  through  LinkedIn  &  Facebook  •  MUCH  MUCH  MORE  
  • 3. Modern  Day  Marke5ng  •  Blend  new  technology  with  5me  tested   marke5ng  •  PuXng  yourself  where  the  consumer  is  at  •  SeXng  yourself  apart  through  differen5a5on  •  Treat  Everyone  as  a  Prospect  
  • 4. Leveraging  Technology  For  Open   Houses  •  Open  House  Manager  APP  by  WahSoZ  LLC  •  Have  customer  sign  in  on  client  portal  or   website  to  set  up  property  searches  •  Market  on  Open  House  websites  •  U5lize  Branded  “sniper”  signs  (100)  •  Leverage  your  MLS,  email  blast,    
  • 5. Open  House  Manager  APP  
  • 6. Power  of  Handwri9en  Cards  •  Leaves  a  posi5ve  impression  •  Makes  you  stand  out  –  who  else  is  doing  this?  •  Makes  clients  feel  like  individuals    •  People  keep  handwri9en  cards  •  Allocate  30  minutes  a  day  •  Keep  stamped  envelopes  and  cards  in  vehicle  •  People  do  business  with  people  who  they  like   and  trust.  Who  else  would  send  a  card?  
  • 7. Twelve  Must-­‐Have  tools  for  the  Real   Estate  Business  •  Smart  Phone  /  Tablet  •  Laptop  •  Website  with  lead  capture  and  IDX  •  Customer  Rela5onship  Manager  •  Social  Media  Management  Dashboard  •  Charts  &  Graphs  •  BLOG  •  You  Tube  Channel  
  • 8. Twelve  Must-­‐Have  tools  for  the  Real   Estate  Business  •  Forms  System  (ZipForms,  DocuSign)  •  Digital  Camera  •  Virtual  Tour  Program  •  Client  Apprecia5on  Program  
  • 9. Your  Business  Card  •  Must  Have  Items  On  Your  Card   –  Website   –  QR  Code  going  to  squeeze  page,  website  or  vcard   –  FRESH  headshot  (not  older  than  4  years)   –  Request  for  “Referral”  •  Strategy  with  Cards   –  Never  give  payment  without  a  card   –  Keep  Them  Everywhere  –  Never  be  without  one  
  • 10. Cost  Effec5ve  Lead  Genera5on  •  Internet  •  Video  •  Social  Media  •  Direct  Mail  •  Circle  of  Influence  •  Networking  
  • 11. The  System  At  A  Glance  •  Get  Your  Brand  Set  •  Obtain  a  unique  Domain(s)  •  Create  Your  Website  /  Buy  Website  •  Use  Free  and  Paid  traffic  Resources  •  Leverage  Video  and  Tes5monials  •  Link  everything  together    •  Measure  your  success  
  • 12. Ques5ons  we  must  ask!  •  What  Business  Are  We  in?  •  How  do  we  a9ract  customers?  •  Am  I  set  up  for  success?  •  Do  I  have  the  systems  I  need  to  be  successful?  •  What  is  my  plan  when  I  leave  here  today?  •  Am  I  in  control  of  my  business?  
  • 13. Brand  -­‐  Who  You  Are  •  Public  Profiles  -­‐  Use  1  Profile,  no  more  than  15   sentences  or  500  characters  •  Logo  •  Slogan/Mo9o  •  Photo  -­‐  updated,  brand  appropriate  
  • 14. Top  Agents  ($250K  +)  Survey  Results  •  Work  an  avg.  of  4.8  different  lead  types  •  Prospect  an  avg.  of  12.2  hours  per  week  •  Invest  an  avg.  of  28%  of  GCD  back  into  their   business  •  100%  have  a  5  year  STRATEGIC  PLAN  •  Avg.  Work  Week  is  52  hours  per  week  •  Work  Out  3  5mes  or  more  per  week  •  Had  a  brand  and  niche  or  specialty  •  Embraced  Technology  
  • 15. GeXng  the  Right  Leads  •  Brands  Must  be  Congruent  •  Establish  Your  Brand  Iden5ty   –  Who  You  Are   –  Who  You  Represent   –  Your  Niche  -­‐  Geographical,  ac5vity,     –  What  is  your  differen5ator?     –  Colors  Mean  Everything   –  Strong  keyword-­‐rich  Domains  for  your  website    
  • 16. What  is  a  Squeeze  Page?  •  A  squeeze  page  is  a  Landing  Page  created  to   solicit  opt-­‐in  email  addresses  from  prospec5ve   subscribers  •  A  squeeze  page  is  a  single  web  page  with  the   sole  purpose  of  capturing  informa5on  for   follow-­‐up  marke5ng  www.squidoo.com/Squeeze-­‐page  www.affiliateevolu5on.com  www.fiverr.com    
  • 17. Power  of  Squeeze  Pages  •  www.wix.com    •  www.pagewiz.com  •  Use  Squeeze  Pages  on  Craigslist  (HTML)  •  Point  Domains  to  Squeeze  Pages  •  Use  Free  Traffic  or  print  to  drive  get  leads  
  • 18. Lead  Genera5on  Strategy  •  Use  Unique  Domains  to  Track  Progress   –  Point  the  domain  to  main  website   –  Measure  clicks  through  each  Domain  •  One  Main  Domain  for  Website  •  Use  Google  Analy5cs  for  tracking  •  Use  Mul5ple  Points  of  Entry  on  website  •  Leverage  Social  Media  •  Focus  on  3  lead  sources  to  start  
  • 19. Domain  Examples  •  Main  Website:  www.SWFLProper5es.com  •  Real  Estate  Book:  www.FLForeclosureReport.com  •  Trulia:  www.FMBeachCondos.com  •  Na5onalHomeSearch.com:   www.CheapSWFLHomes.com  •  Vehicle  Wrap:  www.JakusRealtyTeam.com  •  Business  Cards:   www.LeisureAmericanRealty.com    
  • 20. Cost  Effec5ve  Lead  Genera5on  •  Your  Website  (Squeeze  Page)  •  Lead  Genera5on  Websites  •  Social  Media  •  Direct  Mail  •  Online  Directories  •  Major  Real  Estate  Websites  •  Networking  
  • 21. Personal Real Estate Website WebsitesSocial Media LEADS Squeeze Pages $$$$$$ Banner Advertising Online Directories
  • 22. Personal  Website  •  Lead  Capture  (Several  Squeeze  Pages)  •  IDX  (MLS  Search)  •  Free  Reports  -­‐  Buyers  Reports  •  Video  Tes5monials  •  BLOGS  (drives  SEO)  •  Meta  Tags  (what  is  the  page  about?)  •  Key-­‐Word  Rich  Local  Content  
  • 23. 6  Simple  Rules  •  Mul5ple  Points  of  Entry   –  Seller  and  Buyer  Portals  •  Item  of  Value  for  Customer  Info  •  Contact  Leads  within  30  minutes  •  Have  a  high  quality  mul5  touch  drip  mail   campaign  for  incuba5on  •  Buying  Cycles  Vary  •  Pay  Per  Click  =  Thro9le  
  • 24. Internet  Leads  Mouse Trap Fuel (PPC) CRMWebsite
  • 25. Lead  Capture  Websites  
  • 26. FREE  Website  Fuel  •  www.submitstart.com    •  Email  Signature,  Business  Cards,  Le9erhead  •  All  Print  Ads  •  Craigslist  •  Facebook  (Include  Website)  •  LinkedIn  •  www.FreeTrafficSystem.com  •  ALL  YOUR  PROFILES  
  • 27. Real  Estate  Websites  •  Zillow  •  Trulia  •  Realtor.com  •  Homes.com  •  RedFin.com  •  HotPads.com  •  FrontDoor.com  
  • 28. Social  Media  •  Social  Media  is  21st  Century  “Word  of  Mouth”  •  Risk  Of  Social  Media  •  Expand  Your  Circle  of  Influence  •  Network  don’t  sell    •  Blend  Social  Media  with  Face  to  Face  •  GOAL:  Seven  Deals  from  Social  Media  
  • 29. Social  Media  Playorms  •  Blog  •  YouTube  Video  •  LinkedIn  Network  Update  •  Twi9er  status  update  feed  •  Facebook  status  update  •  Flickr  pictures  (lis5ngs)  •  Box.net  (Associa5on  Documents)  •  Yelp.com  
  • 30. Social  Media  
  • 31. Market  Share  of  Social  Media  
  • 32. Social  Media  Playorms  •  Blog  •  Comments  from  blog  •  YouTube  Video  •  LinkedIn  Network  Update  •  Twi9er  status  update  feed  •  Facebook  status  update  •  Flickr  pictures  (lis5ngs)  •  Box.net  (Associa5on  Documents)  •  YELP  
  • 33. Social  Media  •  Social  Media  is  21st  Century  “Word  of   Mouth”  •  Risk  Of  Social  Media  •  Expand  Your  Circle  of  Influence  •  Network  don’t  sell    •  Blend  Social  Media  with  Face  to  Face  •  GOAL:  Seven  Deals  from  Social  Media  
  • 34. Being  Where  Your  Clients  Are  •  The  power  of  the  “Mobile  Office”  •  Inexpensive  Must  Have  Modern  Day   Marke5ng  Tools   –  Laptop  Cover  (www.skinit.com)   (www.sch5ckers.com)  (www.wrappz.com)     –  Name  Tags   –  Branded  Shirts   –  Branded  Jackets   –  Car  Magnets  
  • 35. The  power  of  the  “Mobile  Office”  
  • 36. YouTube  Strategy  Ideas  •  Create  a  YouTube  Channel  (for  your  business)  •  Create  neighborhood  video  (niche)  •  Create  Agent  Video  Commercials  (niche)  •  Upload  Tes5monials  of  clients  •  Video  Blogging  •  Include  a  Lead  Capture  Phone  #  
  • 37. You  Tube  Basics  •  Reach  Out:  Post  videos  that  get  YouTube  viewers   talking  –  respond  to  comments  •  Partner  Up:  Fond  other  organiza5ons  on  YouTube   who  compliment  you  business  and  work  together   to  promote  each  other  •  Keep  it  Fresh:  Put  up  new  videos  regularly  and   keep  it  short  –  under  5  minutes  •  Spread  Your  Message:  Share  links  for  your  videos    •  Be  Genuine:  Use  compelling  content  vs.  what  is   “Hip”  
  • 38. www.YouTube.com/Create_Account    
  • 39. YouTube  Analy5cs  
  • 40. Building  SOI  Through  Social  Media  •  A  complete  and  concise  Profile  (LinkedIn)  •  Join  Groups  and  get  involved  in  conversa5on  •  Engage  –  Don’t  Sell  •  Friend  &  Connect  with  people  you  can  help  •  Always  be  posi5ve,  be  the  solu5on,  display   knowledge  •  Spend  5me  on  your  overall  strategy  –  what  is   your  12  month  plan?  
  • 41. Create  LinkedIn  Profile  •  Define  Your  Unique  Market  Posi5on  •  Define  Your  Target  Audience  •  Define  the  goals  for  your  LinkedIn  Page  •  Strong,  Concise  and  industry  centric  profile  •  Put  your  “Tes5monials”  and   “Recommenda5ons”  on  LinkedIn  as  primary  •  Make  sure  your  summary  is  key  word  heavy  
  • 42. Add  Connec5ons  •  Go  Through  ALL  past  &  current  clients  •  Find  Realtors  in  key  strategic  markets  •  Look  for  transac5on  professionals  you  know  •  Look  for  and  connect  with  past  colleagues  •  Connect  with  friends  from  College  /  HS  •  Connect  with  Neighbors  •  Use  the  Import  of  DATEBASE  feature  •  Connect  with  people  within  your  groups  
  • 43. Obtain  Recommenda5ons  &   Endorsements  •  Social  Proof  drives  decisions  •  Get  5  Recommenda5ons  in  the  first  60  days  •  Sources  of  Recommenda5ons  /  Endorsements   –  Title  Companies   –  Mortgage  Brokers   –  Your  Broker   –  Other  Realtors   –  Customers   –  Investors   –  Asset  Managers  
  • 44. 5  Laws  of  Managing  Leads  •  A  lead  must  be  treated  with  a  quick  response  •  Responses  via  phone  call  increase  the   conversion  by  3  5mes  over  email  •  Generic  Drip  Mail  Campaigns  Don’t  Work  •  You  must  determine  the  “grade”  of  a  lead  •  All  Lead  Response  must  be  systemized  using   a  CRM  
  • 45. Quick  Sor5ng  Leads  by  BANT  •  Budget,  Authority,  Need,  Timeline  •  Use  Quick  Scores   –   Ac5vity  (on  2  5mes  per  week  +)  =   3pts   – Completeness  of  Form  =  5pts.   • Name  (1),  Phone  (2),  email  (2)   – Returns  to  Website  =  1pt.   – Responds  to  email  =  2pts.   – Clicks  on  link  in  email  =  1pt.  
  • 46. Scripts  &  Dialogues   Why  they  work?  •  Quality  of  Sales  skills  can  drama5cally  influence   earning  poten5al  •  Builds  consistency  and  confidence  •  100%  of  Real  Estate  Professionals  earning  $   250,000  or  more  use  them  •  Must  learn  to  develop  and  deliver  them  without   sounding  scripted  •  2  Hours  of  Prac5ce  Per  week  to  perfect  •  Difference  Between  Amateur  and  Professionals  is   the  Verbal  Delivery  
  • 47. Many  agents  receive  leads;  few  have  a  system   to  convert  them  into  transac5ons  •  Have  follow-­‐up  materials  ready  •  Customize  your  email  and  phone  follow  up  to   each  lead  •  Find  out  what  they  want  •  U5lize  a  quality  Customer  Rela5ons  Manager  •  Understand  Your  Strategy  to  Build  the  System  
  • 48. 10  Things  A  CRM  Must  Have  •  Ability  to  use  mobile  •  Able  to  take  notes  to  build  affinity  •  Ability  to  assign  ac5on  plans  or  drip  mail  •  Ability  to  manage  incoming  leads  •  Ability  to  manage  a  transac5on  •  Affinity  or  VIP  sec5on  (music,  sports,  etc.)  •  Task  and  Calendar  •  Ability  to  segment  leads  •  Ability  to  Export  or  Import  Contacts  •  Must  be  intui5ve  and  expandable  
  • 49. 7  Strategies  for  Lead  Response  •  The  agent  that  answers  first  wins  •  Put  all  leads  into  a  CRM  •  Get  them  to  opt  in  to  your  social  media  •  Quick  Sort  all  leads  -­‐  5me  is  money  •  Connect  on  a  personal  level  •  All  Leads  are  Good  Leads  •  Leverage  your  CRM  
  • 50. Your  CRM  •  $  400  per  year  •  Second  Most  Important  tool  •  Must  be  customizable  •  Drip  Mail  VS  Ac5on  Plan  •  Able  to  Import  Your  Current  Leads  •  Tags  or  Source  Types  (Quick  Scoring)  •  Must  work  on  Mobile  Device  
  • 51. No  Such  Thing  as  a  Bad  Lead  •  Iden5fy  Buying  Timeframe  –  Script  Ques5ons  •  Keep  Incuba5ng  the  Lead  with  drip  mail  with   CRM  •  Keep  In  Touch  with  All  Leads  •  Never  throw  out  a  lead  –  A  lead  is  money!  •  Again,  Drip  Marke5ng  to  keep  contact  with   lead  
  • 52. 6  Simple  Rules  -­‐     Lead  Genera5ons/Incuba5on  •  Mul5ple  Points  of  Entry   –  Seller  and  Buyer  Portals  •  Item  of  Value  for  Customer’s  Info  •  Contact  Leads  within  30  minutes  •  Have  a  high  quality  mul5  touch  drip  mail   campaign  for  incuba5on  •  Buying  Cycles  Vary  -­‐  be  pa5ent  •  Pay  Per  Click  =  Thro9le  
  • 53. Wrap  Up  •  Pick  two  lead  genera5on  /  modern  marke5ng   ideas  to  start    •  Be  Consistent  •  Spend  1  hour  per  day  implemen5ng  for  21   days  •  Set  these  items  up  as  a  system  –  without  a   system  it  will  never  get  trac5on  in  your   business