Digital Marketing Tools to Provide Exemplary Customer Service

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What does real estate marketing look like in today’s world? Marketing has changed dramatically in the past decade, and we’ve entered a new frontier. Reaching clients and potential customers used to be …

What does real estate marketing look like in today’s world? Marketing has changed dramatically in the past decade, and we’ve entered a new frontier. Reaching clients and potential customers used to be a costly venture – with long printing wait-times and pricey postage. Today, online marketing options offer us a free way to keep in touch with our current spheres and reach potential new clients, but the rules are different. This new school of marketing, with its multitude of social media platforms and opportunities, requires a new kind of marketing savvy and can be overwhelming to navigate. This course teaches you how to combine tools like Facebook and YouTube (and more!) along with email marketing and blogging, with the tried-and-true marketing techniques you already know.

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  • People who have already liked it – most likely your friends and clients who are also your Facebook friends. How do you maximize your time on Facebook, using it the way you already do?
  • My Facebook profile link comes up on page 1 of a Google search of my name.
  • The trend today is that potential clients like to stay anonymous before speaking with us, meeting with us, giving away any personal information. If you give them the opportunity to feel like they’re getting to know YOU – not just the “you” on your website” but the real you – you will gain trust and credibility, they will feel like they know you, and you will lend authenticity to your online interactions.
  • Encouraging prospects to view your “public” profile = less threatening and salesy than asking them to like your Business Page.
  • The obvious: local market statistics. The public wants them, so you can give them what they want. Whether you gather them from your local MLS or you subscribe to a service, such as Altos Research, you can not only provide the data but you can (and should) comment on it, help to demystify it, decipher and interpret it for the public so they can understand the numbers.
  • Local dining – if you dine out in your market area, then you can let your readers know about where you love to eat and why. Websites like Foodspotting and Yelp have turned diners on to the idea that eating out is a social event – as if there was any doubt. When we break bread, it is often social. Why not turn your culinary adventures into blog posts that allow you to not only share your love of locally owned restaurants, but also to help promote those places, too – they are small business owners just like you!
  • Local events – what does your area have to offer?
  • DIY transformations
  • Running short on time? A quick photo of a local spot is a great conversation starter! People love photos and videos – they may spend more time on these posts than anywhere else on your site – and it will keep them on your site longer.
  • Who Are You? Help your readers get to know you! Today’s consumer wants to get to know you and trust you before they will decide to do business with you. Putting some of your own personality into your blog will help your potential clients do just that. That doesn’t mean talking about what a great REALTOR you are – it means giving a little bit of personal insight into who you are – your likes, your dislikes, what you like to do in your town, where you enjoy going. And this shouldn’t necessarily be a huge number of your blog posts – it can just be in the tone of your posts, the personal tidbits you include (for example, when writing about local dining or events). But the more the consumer feels she’s getting to know you, the more likely they are to connect with you and keep coming back.

Transcript

  • 1. Digital Marketing ToolsTo Provide Exemplary Customer Service Maura Neill ABR, CRS, CDPE, REALTOR® about.me/mauraneill
  • 2. On Twitter?Tweet live during this class! @MauraNeill
  • 3. Can Your Marketing Be Consumer-Centric?
  • 4. What Do These Messages Say?• “I‟m out of listings! Who wants to sell?”• “I‟m in LOVE with my new listing!”• “Just wrote contracts today for 3 lucky buyers!”
  • 5. What Message Are WeSending to Consumers?
  • 6. Can We Market Ourselves with the Consumer in Mind?
  • 7. “I Have No Time For…”• Social media• Blogging• Photos• Videos• Email marketing• Anything more than I already do!
  • 8. Rule of Thirds from Chris Brogan New Executing on Servicing Prospecting Prospecting Your AccountsPhoto credit: “3 fire buckets” by Hadleywal on Flickr.com
  • 9. “I Have No Time For…”• Social media• Blogging• Photos• Videos• Email marketing• Anything more than I already do!
  • 10. Your Brand Should Tell Me: Why You?• What‟s your value proposition to your clients?• What sets you apart from others in the same business? Why should the client choose you?• What is your why?
  • 11. yourself.• Log out of Google/Gmail – see what others are seeing• Put your name in quotes, i.e. “Maura Neill” or “Maura Neill REALTOR”
  • 12. Alerts What do you find?Take charge of your online presence.
  • 13. Google “Maura Neill”
  • 14. For What Else Should You Set Up Google Alerts?
  • 15. Branding
  • 16. What is a Brand?• It‟s who you are.• It‟s what sets you apart.• It‟s what your clients think of when they think of you.• It‟s the story you tell with your marketing.
  • 17. Are You the SameOnline and Offline?
  • 18. YOU are Your Brand
  • 19. Do You Have a Logo?
  • 20. Get a Professional Logo... (that doesn‟t look) Cheap
  • 21. Are You Using Your Photo?• Does it look like you? (in other words, is it current?)• Is it professional?• Is it friendly? accessible? relatable?• Is it prop-free?• Does it appeal to your target audience?
  • 22. Broadcasting Your Brand Consistency is Crucial
  • 23. Consistency:• Logo• Colors• Recognizable photo• Voice• Niche• Message• Passion
  • 24. Social Media:For UNmarketing Purposes
  • 25. “Always have something to sell, but don‟t always be selling.” ~ Chris Brogan
  • 26. Where Are You?
  • 27. Profiles Need Consistency• Bio• Company & contact information up-to-date• Photo• Are you always the same you?
  • 28. Facebook
  • 29. How Do You Use Facebook?o Fun, fun, funo A place to get away from worko Reconnecting with old friends/clientso A place to mix business withpleasureo Business only – I stay strictly on myFacebook business page
  • 30. Where Is Your Facebook Presence?• Your personal profile – what does it look like?• Your Facebook Business Page: – Do you have one? – Do you use it effectively? – Do you need one?• Where do you spend the most time and get the most response?
  • 31. Facebook Business Pages
  • 32. Who Sees YourFacebook Business Page?
  • 33. Branded Facebook Business Page
  • 34. What To Post On Your Business Page• Links, links, links – to your videos, blog posts, buyer/seller tips – drive the traffic to your site• Photos – local, your listings, funny things you see while showing homes, caption this• Videos – keep them short and informative• Local information• Open houses and listings okay here
  • 35. What to Post• Basic systems in place to keep fans engaged. – Fill in the blank Friday – Photo Friday – Update on stats – Pick your palace A and B – Questions – Quotes – Weekend Update
  • 36. Ask Questions
  • 37. Ask Questions
  • 38. Ask Questions
  • 39. Use Action Words toEncourage Engagement
  • 40. Link Tips• Give a teaser, a quote from the post/article – something to encourage the reader to click• Don‟t just post the link & expect it to get traffic/traction
  • 41. Don‟t Want a Biz Page?Find Your Facebook Niche
  • 42. Finding Your Facebook NicheBobbi Howe‟s Saturday Morning Runners
  • 43. Optimize Your Facebook Profile for Public Viewing
  • 44. Potential Clients Will Find You On Facebook• Give them something to see• Let them get to know the “public” you• Create trust, authenticity, and credibility• Keep it to the 80/20 rule – put some personal info out there (but still, only things you feel comfortable sharing publicly)
  • 45. What Does Your Profile Photo Say About You?• Does it look like you? (in other words, is it current?)• Is it professional? Or at the least, not UNprofessional?• Is it friendly? accessible? relatable?• Does it appeal to your target audience?• Is it a photo that you‟re okay with having seen publicly?
  • 46. How Personal is Your Profile? • Not everything you post needs to be private; what can potential clients learn from your public Facebook posts?Image courtesy of jannoon028 at FreeDigitalPhotos.net
  • 47. You Can Go Public Without Giving Up Your PrivacyUse the options Facebook gives you tocreate a Public Profile within your personalprofile
  • 48. You Can Go Public Without Giving Up Your Privacy• You can also go back and edit past posts to optimize your profile – try going back 1 month or so.
  • 49. How I Go PublicPublic Kept Private (Friends Only)• Recipes • Photos of family,• Photos of food, vacations, personal Atlanta places, occasions, etc. things to do • Check-ins (most)• Funny (but appropriate) • Anything else I would• Links to my blog not be comfortable posts with a stranger• Things that brand knowing me, i.e., bacon 
  • 50. Social ObjectsWhat do people think ofwhen they think of you?
  • 51. Julie Beall Put This On Facebook1,000 pairs of shoes donated…and delivered
  • 52. Harvesting the Information at Your Fingertips
  • 53. Letting Facebook Do the Work For YouFrom Raziel Ungar ~ Burlingame, CA• Clients‟ hobbies, interests• What you see on Facebook + how well you‟ve gotten to know them• Sharing articles, books, points of interest• An excuse to get in touch
  • 54. Harvesting Facebook for Client InformationBirthdays & Anniversaries
  • 55. Harvesting Facebook for Client InformationFacebook gathers usefulinfo for you!Timeline-style page(above); old page style(right)
  • 56. Facebook: Your Blog‟s Best FriendAdd the “Like” button to your website to link your Facebook Business Page to your site: http://goo.gl/aZbXf Integrate your page with your website: links to blog posts, website pages, etc.
  • 57. Prospect Searches
  • 58. New Prospects? Check „Em Out!• Search by name and/or email address• View as much of your prospect‟s profile as they have made public• Send a message via Facebook
  • 59. When a New Prospect Comes In• Search for and view profile• Learn what you can about• Send a message via Facebook introducing yourself – If you usually email a prospect (i.e., an Internet lead), why not also send a brief message on Facebook?• Encourage them to view your profile (not necessarily friend you) – they‟ll see your public posts!
  • 60. Facebook Graph Search Waitlist for Graph Search:http://facebook.com/about/graphsearch
  • 61. Avoiding the Facebook Faux Pas
  • 62. Your Facebook Profile is Not Meant To Be For BusinessBut don‟t take my word for it…ask Zuck:“You will not post unauthorized commericalcommunication (such as spam) on Facebook…You will not use your personal timeline for your owncommercial gain.”Facebook Terms of Use: www.facebook.com/policiesFacebook Pages Terms:www.facebook.com/pages_guidelines.php
  • 63. How To Talk Business On Your Facebook Profile Think 80/20 Social is the name of the game When in doubt, leave business outOkay: Not Okay• Links to your blog posts • Posting your listings &• Check-ins at your office open houses or at a closing • “Are you thinking of• Congratulating a client – buying a home…” posts if they‟re okay with it • Anything that even slightly resembles spam
  • 64. VideoJust Do It
  • 65. If You‟re Not Making Videos… What Are You Waiting For?• Face-to-face redefined• YouTube - #2 search engine• Embed into your blog – Use as a mini-Vlog to correspond to a longer blog post• Answers FAQs• Build trust
  • 66. Google and YouTubeNovember 2006 – Googlebuys YouTube October 2008 – YouTube reported as #2 search engine, surpassing Yahoo!
  • 67. Where Should Your Videos Be?
  • 68. Consumers and Video• Increase length of time they‟re on your site• Increase your likelihood of being found• Build trust and credibility• Help potential clients feel like they know you
  • 69. Video: Face-to-Face Redefined • How are you already using video? • Where can you use video? • How can you make it personal?Image courtesy of Ambro at FreeDigitalPhotos.net
  • 70. Video on the Go• Video previews – FaceTime / MiFi• Video during showings• Video for listings – beyond the virtual tour• Neighborhood videos• Closing video• Photo slideshow – scared of video?
  • 71. The Birthday Video
  • 72. The Personal Contract-to-Closing Facebook Group• Secret Facebook group for you and your client• Post video messages and reminders every step of the way• Better than a phone call because they can replay• Great with more than one person in the transaction – they each get the same message
  • 73. Video AppsiMovie SocialCam Videolicious Tout Animoto
  • 74. Video Tools Gorilla Tripod joby.com/gorillapod iStabilizer – to attachyour smartphone to atripod, monopod, etc. iStabilizer Monopod www.iStabilizer.com www.iStabilizer.com
  • 75. Photo ToolsOlloclip.com
  • 76. Google+
  • 77. Are You on G+ Yet?• The new kid – who‟s using?• Google owns #1 and #2 search engine – Google + YouTube• Public posts are indexed (unlike on Facebook)  SEO Gold!• Hangouts!
  • 78. Google+ Public Posts Make your posts public
  • 79. Hootsuite• Manage Facebook, Twitter, G+, Foursquare, LinkedIn, Wordpress, MySpace – all from one dashboard• Schedule tweets & updates• Save time
  • 80. Hootsuite
  • 81. To Blog or Not To Blog:Is There Really Any Question?
  • 82. If you haven‟t yet started blogging for your business… WHY NOT?
  • 83. What Should I Blog? Content is King
  • 84. Local Market StatsPhoto credit: “Central Scottdale [sic] Real Estate Market” by athomeinscottsdale on Flickr.com
  • 85. Local Dining
  • 86. Local News
  • 87. Local Events & Things To Do
  • 88. Buyer and Seller Tips
  • 89. DIY Home Tips
  • 90. Photos and Videos
  • 91. YOU!Photo credit: “Who Are You?” by adewale_oshineye on Flickr.com
  • 92. Guest Bloggers• Partner with other local experts in related fields• Student interns (also great for photography + video blogs)• Realtors in similar (but not competing) markets – link-backs!
  • 93. Keys to Blogging Success• Put a (written) plan in place• Keep a running topics list / notebook• Know your target audience• Write ahead• Identify guest bloggers• Be creative• Keep it fun – for you & your readers• Stay consistent
  • 94. More Cool Tools
  • 95. Awesome FREE Website Tool http://marketing.grader.com
  • 96. Fiverr – Cheap StuffHave $5 to spare? You could get:• Professional voice-over• Cool, graffiti-style portrait• Say anything you want in an Irish accent• And so much more!
  • 97. Gliffy – Flowcharts Galore• Create flowcharts and diagrams• FREE 30-day trial
  • 98. SurveyMonkey• Create surveys, track results• Collect client data• FREE accounts
  • 99. PicMonkey• FREE online photo editing• Make collages• Add text, etc.
  • 100. Jing http://techsmith.com/jing.html• Screen capture on steroids! FREE!• Take screenshots (stills)• Record screencasts (videos)
  • 101. KeepVid www.keepvid.com• Download videos from YouTube• No need to keep huge video files• FREE!
  • 102. PDF Converter www.freepdfconvert.com• FREE online PDF converter• Keeps links in tact (for uploading to your website)• Downside: only 1 convert/30 minutes (with free service)
  • 103. Q&A
  • 104. Find This Presentation Online www.mauraneill.com/nomar2013Photo credit: “Computer mouse, mousepad, hand” by Si1veryon Flickr.com
  • 105. Connect: about.me/MauraNeill