Iowa REALTOR Convention - Digital Marketing

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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 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, Twitter, and YouTube (and more!) along with email marketing and blogging, with the tried-and-true marketing techniques you already know. The class will teach you to:

* Develop an online brand that expresses who you are and helps you maintain a consistent online presence. * Create a social media strategy that works for you and incorporates the platforms with which you are most comfortable. * Combine “old school” techniques, like direct mail and print advertising, with new school opportunities, like your Facebook business page and blogging, to create a more cost-effective and optimized approach to marketing. * Incorporate public relations strategies into your marketing plan and be your own publicist.

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  • SECTION 3: USE THE POWER OF THE HUB AND SPOKE PRINCIPLE SLIDE 15
  • Iowa REALTOR Convention - Digital Marketing

    1. 1. Digital Marketing: The New Kid on the Block Maura Neill ABR, CRS, CDPE, e-PRO, MRP, REALTOR® about.me/mauraneill
    2. 2. On Twitter? Tweet live during this class! @MauraNeill @IowaREALTORS
    3. 3. “I Have No Time For…” • Social media • Blogging • Photos • Videos • Email marketing • Anything more than I already do!
    4. 4. Rule of Thirds from Chris Brogan New Prospecting Executing on Prospecting Servicing Your Accounts Photo credit: “3 fire buckets” by Hadleywal on Flickr.com
    5. 5. “I Have No Time For…” • Social media • Blogging • Photos • Videos • Email marketing • Anything more than I already do!
    6. 6. Word of Mouth Marketing is the most powerful form of marketing there is.
    7. 7. Technology itmagnifies
    8. 8. Business has shifted. How do you market in the virtual world?
    9. 9. You spend less time converting prospects to clients when you already have people who: • Know you • Like you • Trust you
    10. 10. BY THE NUMBERS
    11. 11. What Do These Numbers Mean To You? 75 91 68 77 60
    12. 12. What Do These Numbers Mean To You? 75 91 68 77 60 % of time spent on “social” Internet
    13. 13. What Do These Numbers Mean To You? 75 91 68 77 60 % of time spent on “social” Internet % of homebuyers start search online
    14. 14. What Do These Numbers Mean To You? 75 91 68 77 60 % of time spent on “social” Internet % of homebuyers start search online % of consumers using mobile apps in real estate search
    15. 15. What Do These Numbers Mean To You? 75 91 68 77 60 % of time spent on “social” Internet % of homebuyers start search online % of consumers using mobile apps in real estate search % of public using mobile at home
    16. 16. What Do These Numbers Mean To You? 75 91 68 77 60 % of time spent on “social” Internet % of homebuyers start search online % of consumers using mobile apps in real estate search % of public using mobile at home million people looked for real estate on the top 5 RE sites in 2012
    17. 17. What Do These Numbers Mean To You? 25
    18. 18. What Do These Numbers Mean To You? 25 % of consumers who complete an action on a real estate site the same day they start searching
    19. 19. You cannot have a marketing plan that does not include the Internet.
    20. 20. BACK TO BASICS
    21. 21. Photo credit: “Social Media Network (from Crossword Series)” on freedigitalphotos.net
    22. 22. 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.
    23. 23. Are You the Same Online and Offline?
    24. 24. Do You Have a Logo?
    25. 25. Get a Professional Logo... (that doesn’t look) Cheap
    26. 26. 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?
    27. 27. Consistency is Key • Logo • Colors • Recognizable photo • Voice • Niche • Message • Passion
    28. 28. MARKETING ANALYSIS Who are you trying to reach? What do you know about this group? Is there one message or many for them?
    29. 29. Getting Your Site Found Target Market Demographics • With whom do you work? With whom do you want to work? • What information do they need? What interests them? • What do you want to share with them? • What problems can you solve for them?
    30. 30. YOUR ONLINE MARKETING HUB
    31. 31. Why a Hub? You can’t sell a home on Linkedin, Facebook, Twitter, Pin terest, or Youtube… …but you can send them somewhere they can.
    32. 32. That is the Power of the Hub and Spokes
    33. 33. Website = Central Focus Website and/or Blog Facebook Personal Facebook Business Page Linked In Direct Mail and Other YouTube Email/ Enewsletters Twitter
    34. 34. Website Features • Search for all local marketplace inventory • View multiple photos and videos for listings • Contact an agent, broker or mortgage professional • Learn “basic” information about the real estate process
    35. 35. Don’t Forget: • View multiple photos and videos for listings • “Contact Me” page • Help finding lenders & other service providers • Learn “basic” information about the real estate process • Information about YOU
    36. 36. How do you address the consumer’s needs? • Integrity of your company (think testimonials) • Knowledge of the process (think learning) • Responsiveness to inquiries (think instant) • Knowledge of the market (think visuals)
    37. 37. SEO is... • The process of improving your website’s ranking in search engine results • Spiders crawl your site and determine your ranking based on the search engine’s (Google, Yahoo, etc.) a complex algorithm that takes a variety of information
    38. 38. SEO Tactics to Apply • Install Google Analytics on your website to establish baseline data on traffic • Create a keyword hit list based on relevance • Adjust your page title to include important keywords • Infuse keywords strategically on site • Consistently add content
    39. 39. Go Mobile http://bit.ly/how2gomo
    40. 40. HTTP://WWW.GOOGLE.COM/A NALYTICS/ http://google.com/analytics
    41. 41. www.googlekeywordtool.com
    42. 42. To Blog or Not To Blog: Is There Really Any Question?
    43. 43. Already Have a Website? • Add to your website as Yourwebsite.com/Blog – Adds to Search Engine Optimization – Create a consumer interaction point
    44. 44. Blogging: Buzzword or Business Booster? Photo credit: “BusinessWeek cover” by moxliukas on Flickr.com
    45. 45. Benefits of Blogging • Build your audience • Be seen as the local expert • SEO • Give consumers what they want: information • And because... YOU have something to say!
    46. 46. Blog blog blog... (Not blah blah blah!) • Market stats • Local community information (dining, shopping, festivals, things to do) • FAQs • DIY tips • Buyer and seller information • YOU!
    47. 47. Email Marketing: Permission, Not Forgiveness
    48. 48. Email Marketing • An opt-in is much more valuable than an apathetic past client • An opt-out can hurt you • Produce quality content and subscribers will come to you • Create a plan • Be focused with your content
    49. 49. My Favorite Email Platform Mailchimp.com – FREE for up to 2,000 subscribers, fewer than 12,000 emails/month V
    50. 50. EmailStationery.com • Branded every email: – Email signature - $109 – Email stationery - $229 – Signature + stationery - $289 – Complete package - $395 (includes email postcard + thank you card)
    51. 51. Just because you have my email address does not mean you have my permission to add me to your email list. Can Spam Act: A Compliance Guide for Businesses - http://goo.gl/SQhHL
    52. 52. QR Codes – Bridging Virtual to Mobile
    53. 53. What Is That Thing? • Explain it to your clients – don’t assume they know. • Give instruction on flyers: “Download QR Reader and scan here for more information.”
    54. 54. Bit.ly • More than a URL shortener • Creates and TRACKS shortened URLS, QR codes, and more
    55. 55. QR Code Fails
    56. 56. QR Code Success
    57. 57. QR Code Success
    58. 58. Being Smart with QR Codes • Billboards – no • Websites – no • Moving vehicles – maybe • Lockboxes – yes • Real estate signs/riders – yes • Listing tour tool – yes • Where else can you creatively use them?
    59. 59. Thinglink FREE app for iPhone and Android!
    60. 60. Thinglink: Jazz Up Your Virtual Tours • Add video, photos and text pop- ups to your photos • Allows interactive exploration of your photos • Brings still photos to life
    61. 61. Thinglink: How Can You Use It? • Text feature: point out important features • Photo feature: let viewers “look” out the window or into the next room • Video feature: give a video intro to the room or have the seller give a testimonial about why this is their favorite room, feature, etc.
    62. 62. Social Media
    63. 63. Website = Central Focus Website and/or Blog Facebook Personal Facebook Business Page Linked In Mail and Other YouTube Email/ Enewsletters Twitter
    64. 64. (C) by Kim | You can’t be everywhere …
    65. 65. WHERE DO YOU NEED TO BE? Establishing your presence
    66. 66. Where Are You?
    67. 67. Where Are Your Potential Clients?
    68. 68. FOCUSING ON YOUR LOCALS Balance it all by
    69. 69. Get To Know Your Consumer: The more you know about them, the easier it is to create service strategies online.
    70. 70. • 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 What to Post
    71. 71. Encourage Call to Action
    72. 72. Ask Questions
    73. 73. Ask Questions
    74. 74. Fill in the Blank
    75. 75. Ask Questions
    76. 76. Don’t Forget Your Raving Fans
    77. 77. Community – FB Group
    78. 78. Branded Facebook Business Page
    79. 79. Have Less Than 100 Fans? • Don’t be discouraged • People are LURKERS • 90% who read your comment will not – Like – Engage – Share
    80. 80. Use Action Words to Encourage Engagement
    81. 81. Google+
    82. 82. 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!
    83. 83. Google+ Public Posts Make your posts public
    84. 84. Hootsuite • Manage Facebook, Twitter, G+, Foursquare, LinkedIn, Wordpress, MySpace – all from one dashboard • Schedule tweets & updates • Save time
    85. 85. Hootsuite
    86. 86. Q & A
    87. 87. Connect With Me about.me/MauraNeill

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