2012 re presentation_mm2

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Field Guide for Real Estate Marketing Online covers the basics of web design/SEO/social media

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  • About Me:Harvard GraduateSociologistWorked in – Venture Capitol then as an executive marketing director for Warner Bros Feature Films in CA and EMI Music in NYC. As a consultant I have designed and managed campaigns for Lady Gaga, Patron, Miami Ink, Pepsi, the LA Zoo and many more. I have also spoken at NAR/Inman and many other real estate conventions and event as well as having written a popular book on online marketing for real estate.About this presentation:This is a fieldguide to effective and efficient online marketing. This presentation will be made available in its entirety by Adivse Realty on Slideshare today for viewing or download.Topics:DesignTraffic (SEO/SEM)Email/MarketingSocial
  • Ask audience: What are you hoping to achieve online?Regardless of whether you spend $10 or $10K your goal should be to generate qualified leads. There is a science to the design, marketing and process behind online properties that do this. I am going to show you how to avoid all the pitfalls and simply use the internet efficiently and effectively.
  • Components of Solid Web StrategyDesign – there is a science to web design that attracts, keeps and converts visitors.Traffic – generate traffic to the sit through SEO/SEM/PPC and traditional offline methods like word of mouth and direct mailLead Management System – using a management systemt you can track, qualify and connect with leadsDrip Campaigns – using automated drip email and scheduled social campaigns you can build a relationships with leads
  • Understanding the true process of effective sales is important to understanding how to market and sell effectively online. It’s a lot easier to do business with people you know than with people you don’t. This is called the center of Influence theory.Center of Influence TheoryMarketing starts with the people you know well. These are the people that are easiest to market and easiest to sell to because you know where to find them and they already know and trust you. People you know will buy from you 88.1% of the timeThe second level of marketing is marketing to those people you sort of know – these people would include referrals, past clients and people you meet and interact with personally on a day to day basis like the guy that owns the local gas station. Acquaintances like this will buy from you 57.1% of the time. These people are reasonably easy to market to because you know where to find them and have already had some contact with them so they will be more likely to trust you and use your services.Now, the last level of marketing is reaching those people you do not know. This group is much harder to market to because you may not know how to reach or where to interact with them. These people are best marketed through the internet and traditional marketing like flyers, post cards, Until more and more people know you.
  • The most important piece of your web presence is not your website but your sales process. Therefore the centerpiece of your online presence should be your Lead Manager.Your website, social sites, blogs and landing pages should all feed visitors through a process where they “subscribe” or “register” and are funneled through your lead managerThis lead manager should then qualify, track, build a relationship with and eventually convert this lead to a contact that want to work with you.
  • Identify the mission critical parts of your website. These are your:Above the fold design:this means anything that converts a visitor to a lead is above the are you need to start scrolling to see other content. Calls to action – the irresistible offer that gets a visitor to engage and spend time on the site like a search, CMA, content. Examples: “search 30K homes in the Boston area” or “what’s my home worth”The design should feel simple, easy to navigate with your most important tools (lead generators) towards the top of the page with explicit calls to action.A Lesson in Simplicity from Google: Ever consider why Google owns search when Yahoo! Was the predominate search engine throughout the 90's? The reason is simplicity. When Yahoo and MSN turned themselves into portal sites, Google, did one thing... search and they did it well. As people were just learning how to navigate complex pages, Google, decided to simply answer one single question for users "How do I find what I am looking for on the Internet." Google's home page reflected that. All that you could do there was search and because of that Google WON search in less than 5 years. Your home page needs to be "Google Simple." That means, make your call to actions explicit and identifiable. Put them at the top of EVERY page, make sure they have compelling copy and images that represent the function.
  • Call to actionsFeatured listingsContent for SEO
  • A set of integrated sites
  • A set of a lower cost integrated site solution - Market Leader Vsision
  • SEO is comprised of 2 elements – on page and off page. On page seois about optimizing the HTML/meta tags/urls and contentOff page seois about building links from other site Google trusts to your site.It can take between 2-6 months with heavy SEO campaigns to rank. You can do it yourself for free or hire a professional – generally starting at around $200/mo with an initial one-time setup fee. TIP: THE EASIEST AND MOST IMMEDIARE TERMS TO RANK FOR ARE RELATED TO YOUR AREA AND “SHORT SALES” – FEW REALTORS GO AFTER.The other method for driving search traffic is PPC – buying the traffic to your site which is expensive but immediate.
  • Fast & EasyGuided – successive yes – the zigzigler methodTime saver (remembers search criteria prompts to save & get email updates automatically)Appeals to left & right brained people – incorporates graphics & text and offers highly specific drill down approach
  • Start with search or CMA form
  • Auto responders (customizable)Email campaigns: pre-written & scheduled w/add/edit/delete abilityEmail listing updates to prospects based on their criteriaGet text message notifications of new VIP’s (leads), returning VIP’s, favorite listings & saved searches Dynamic Custom searches by mapcode, zip, price, size, subdivision, city – always updated – no more manual list updatingUse QR codes on your print materials/business cards and even listing signsRecommended systems:Free or cheap – A webber/constantcontact/mailchimpIf you are willing to pay for the services – you should use a real estate specific service that comes with your buyers/sellers emails pre written and customizable – services I like are Market Leader/IDXBroker Pro/1parkplace/Diverse Solutions
  • If you can’t measure it – you can’t manage it!Google analytics – freeMost real estate specific websites and Lead managers have an integrated analytics program.Mint/VisiStat – mid-high cost
  • Knowing where your traffic comes from and how they found you is essential to optimizing the content on your site and the keyword you target to improve conversions.
  • You are only 6 degrees of separation away from the 1 person who will change your lifeThe Small World Theory | As Europe began to rebuild itself, scientists began understanding the optimal design of a city, its traffic flows and neighborhood dynamics became critical to effectively building city infrastructures. Hence this committed group of scientists began studying demographics and the inter connectedness of people in communities. Due to technological advances in communications and travel, friendship networks could grow larger and span greater distances. A more recent, 2007 study by Jure Leskovec and Eric Horvitz examined a data set of instant messages composed of 30 billion conversations among 240 million people. They found the average path length among Microsoft Messenger users to be 6.6 (some now call the theory, “the seven degrees of separation” because of this.)By connecting with more people and watching their interactions with others, you can get closer and closer to the people that will really matter in your life. You can form new relationships that can change your business, your lifestyle, your attitude and even your love life, but it is all a matter of opening up your sphere of influence and being willing to connect with people on the periphery of that sphere. For those of you that dont like to “friend” everyone that asks consider this most peoples strongest connections in life (their mate, their business partner, their best friend, their investor) are introduced to them by mutual acquaintance. So, those weaker connections that you may not consider “friends” could be the link you need to reach your next life or professional goal.
  • ASK: how many friends do you have on fb and how many to actually interact with each month?Dunbar Number AKA “the theoretical cognitive limit to the number of people with whom one can maintain stable social relationships.” That number is generally accepted to be around 150.Basically what this means is that when you grow your personal social network beyond 150 people, you have a difficult time directly interacting with each of those 150+ people in a meaningful, stable inter-personal way. Which makes perfect sense offline, but online, we ought to be able to improve upon that with so many social networks, email and chat programs that allow us to message and interact with groups of people and individuals alike. However, some data suggests that people using social networks interact with only 5-10% of their available networks. Essentially, this means that online networks although larger are actually not as robust because they are not being used effectively to reach or expand a persons personal Dunbar Number.Whats interesting here is that if you as an advertiser or marketer seek to message to the influencers AKA the connectors or those individuals with higher Dunbar Numbers and therefore more connectivity to the general market, you can spread your brand and/or message through the collective conscious faster and more virally. And isn’t that what you want to do? Get your message to as many people as possible?So, why are so many people on Facebook and LinkedIn socializing with the same 10 people instead of connecting with their overall networks, strengthening their existing relationships and trying to grow their sphere of influence by bringing new connections to their network? Yeah, I dont really have the answer either. But, I can say that understanding your personal Dunbar Number is a key factor in determining your overall level of influence and identifying how you need to improve your social networking skills.
  • Viewing content in different contexts – in the context of a friend feed you are giving a small glimpse into your life. Sharing more interesting content (rich media, links and activities) you can drive engagement and conversion to your profile page. The profile page is the “museum of me” – that is where content gains the most context. You curate what you share there into a record of your thoughts, interests, activities etc.
  • In contrast to Facebook groups, which are focused on organizing around topics or ideas, Facebook Pages “allow entities such as public figures and organizations to broadcast information to their fans.” If you are looking to set up your company’s “official Facebook presence” you would opt for Facebook Pages. We’ve previously highlighted the features of Pages in our Facebook Pages guide and a number of other articles.Simply put, Facebook Pages are a tool for companies and public figures to engage their fans and customers. With the eventual launch of the Open Graph API, Facebook Pages will continue to serve as a tool for Facebook users to interact with companies and public figures around the web.
  • Tips For Using Facebook Pages:You can add Facebook Applications like Video or Static FBML to enhance the experiences fans have with your Facebook Page (Groups don’t offer this option).Since each tab has its own URL, you can choose any of them as the landing Page for off-site promotion. You can also choose which tab to set as the default when users find your Facebook Page.Work your status! A frequently updated status with useful and interesting content keeps fans coming back.Pages now have the same multimedia functionality as the Wall tab on a user Profile – encourage posting!Encourage fans to “share” Notesor Photos with their friends or post to their Profile.Using the notes application, you can import an RSS feed to drive more traffic to your blog.Using Custom Tabs (frame(, you can include an email web form to capture subscribers.
  • PRSet clear and realistic goals for your Facebook presenceGive at least 2 conversion points (like/buy or generate a lead)Use the custom tab option on pages to provide a welcome landing page that aids in the conversionNetwork on FB as the page to build relationships and traffic back to your page.
  • SMBMobile, deals and place pages offer conversion mechanisms on business pagesApplications like ECWID, Marketplace and iEndorse facilitate lead generation, trust marketing and salesMobile has come a long way from the 3K participation in the Snakes on a Plane campaign (Samuel L Lewis) to this hyper targeting with rich media, in app ads and push notification deals.
  • If you don’t know what Facebook groups are, there’s a good chance you haven’t spent more than an hour on Facebook. However if you are a rare exception, we thought it would be useful to explain groups. According to Facebook, groups are “for members of groups to connect, share and even collaborate on a given topic or idea”. While the company continues to make a distinction between groups and Facebook Pages, we see these products eventually merging over time. Groups can serve as an extremely effective marketing tool. Most importantly, groups serve as a tool for building awareness around various ideas. We’ve rapidly seen many users use Facebook Pages for the same purpose, but this is what groups were initially intended for. The key feature behind Facebook groups is the ability to make them “invite only” or limited to specific networks.
  • Tips For Using Facebook Groups:The Group name should make people want to join. Which name would make you join: “Let’s talk to Coca Cola about saving the World’s children” or “ColaLife“?Invite your raving fans to start a discussion on the group (you know who these people are, right?). They’ll feel a sense of pride and will likely invite new people to join the group.Upload photos and videos – encourage members to post these to their profile so that their friends can easily join the group.
  • 2012 re presentation_mm2

    1. 1.  More leads, more deals? Streamlined systems / processes Fancy new website? 1st page of Google? Implement transaction management Generate, Manage & Incubate more transaction opportunities! Save time and get more efficient Convert more existing leads to open escrows? Improve my existing COI marketing? Improve my internet marketing?
    2. 2. What Should the Web Do for You? IDX SEARCH, LEAD GEERATION, CMS, AUTOMATED MARKETNG Automated Marketing Drip email/touch marketing  Website/Landing  Lead Manager Page(s)/Blog(s) Lead incubation  Manages leads & marketing  Attracts Traffic Social profile with auto feed  Notifies you of new lead  Attracts Search Engines activity  Dumps leads into SMART  Website and lead reporting Boss
    3. 3. PEOPLE YOU DO NOT KNOWREFERRALS & REPEAT 13.6 % CLIENTS FAMILY & 57.1 % FRIENDS 88.1 % YOU 99.9 %
    4. 4. Online Lead & Marketing SolutionMARKETS TO THE PEOPLE YOU KNOW AND TO THE PEOPLE YOU DON’T LANDING BLOG & PAGE SOCIAL DRIPWEBSITE Lead Mgt EMAILS System (CMS)
    5. 5. Identify mission Gain insight on Use call to action critical parts of customer buttons your site decision-making IDX Graphical Make the Search page CMA Above “Google” Fold simple Contact
    6. 6. A Website that is designed to convert:EVERY SITE OPTIMIZED FOR HIGH TRAFFIC CONVERSION, SCIENTIFIC DESIGN
    7. 7. A Website that Markets to Search Engines RANK # IN GOOGLE WITH HELP FROM YOUR IDX Using MLS Data to boost and maintain your SERP via RSS Blog your way to the top Use social profiles with auto content to boost inbound links
    8. 8. The successive Guide the user Ask for registration“yes” conversion through the search when they want to psychology experience give it Make them say “yes” at Ask for Guarantee least 5 registration to search resultstimes, making see more for a positive it harder for images, info experience them to say or video “no”
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    18. 18. Mobile Touch Marketing Lead Activity Messaging Campaigns Notification Immediate Know the notification of Drip Email details of:lead activity on Campaigns listings & your website searches so you can Social saved, favorite immediately Campaigns listings, & respond return visits
    19. 19.  Database Marketing Drip Emails Newsletters
    20. 20. Automated Touch MarketingD R I P E M A I L S - N E W S L E T T E R S 
    21. 21. The Regular The Power The Power Agent Agent Team Laurie Manny, Greg Neuman, Matt Battiata 400+ leads/3mo 600+ leads/3mo 1400+ leads/3 mo Multiple Multiple Multiple sites, pay- sites/blogs, excellent sites/blogs, pay-per- per-click SEO click
    22. 22.  2012 Activity: (Jan – July 2012)  ULTIMATE AGENT secrets Import contacts into CRM 158 Transactions   Multiple websites and blogs + PPC Sales volume - $80,406,863 ($2,100/mo PPC budget) drive in volume of traffic eMarketing Activity – Last 90 days  Drip email prospects  Herd prospects back to site and contact  Forms  Immediate follow-up system
    23. 23. Low Cost Mid Cost High Cost Diverse SolutionsAdvanced Access Vision 1parkplace iHomeFinder Market Leader Tiger Lead Wolfnet IDXBroker RE Webmasters RealBird
    24. 24. Track Your Track Your TrackWeb Traffic Leads Yourself Know which Measure sites are Know your your producing lead results activities so the best over any you can quantity & period of manage quality time your leads success
    25. 25.  Know where your traffic comes from geographically Know what other sites give you traffic Know which Search Engines are important to your site(s) Know your visitor volume
    26. 26. The Science of Social and How it Works
    27. 27. Small World Theory After WWI, Europe began to rebuild itself. Social scientists recognized that understanding the optimal design of a city, its traffic flows and neighborhood dynamics became critical to effectively building city infrastructures. Due to technological advances in communications and travel, friendship networks could grow larger and span greater distances. Essentially, the modern world is „shrinking‟ due to this ever-increasing connectedness between human beings.6 Degrees of Separation A 2007 study by Microsoft examined a data set of instant messages composed of 30 billion conversations among 240 million people. They found the average path length among Microsoft Messenger users to be 6.6
    28. 28. The Dunbar Number AKA “the theoretical cognitive limit to the number of people with whom one can maintain stable social relationships.” That number is generally accepted to be around 150. Basically what this means is that when you grow your personal social network beyond 150 people, you have a difficult time directly interacting with each of those 150+ people in a meaningful, stable inter-personal way. Move this online and because technology allows us to communicate faster and easier, we can expand our natural Dunbar Number to over 1500.
    29. 29. THE ULTIMATE GUIDE
    30. 30. 600 million usersworldwide.310 millionunique visitorsper month88% of people areaware ofFacebook.40% follow abrand51% of brandfollowers willpurchase a brandthey follow.
    31. 31.  Facebook Profiles Create a home base on the web for individuals to express themselves and connect with others. Facebook Pages Create a presence for a business, brand or non-profit on Facebook. Facebook Groups Organize a group of people around a common issue or interest. Facebook Ads Advertise your business and attract customers most likely to convert to a sale.
    32. 32.  Multi media content sharing through activity and status Network intelligence and connectivity through the home friend feed Development of personal network and connections
    33. 33.  Facebook Pages are indexed in search engines – increasing the likelihood of folks finding your organization through a Google search. A Page can have multiple administrators. This lightens the workload of maintaining a page (groups also allow for multiple admins). Analyze Traffic. Facebook Pages captures data on visitors. There are no limits to the number of fans you can have on a page. Sending messages and updates to all your fans at once is quick and easy. And fans receiving those messages can easily forward the message OR post the message to their Facebook Wall Pages can integrate conversion applications and IDX search as well as custom tabs
    34. 34.  Pages are indexed in search engines – increasing the likelihood of people finding your organization through a Google search. A Page can have multiple administrators. This lightens the work of maintaining a page. Analyze Traffic. Facebook Pages capture data on visitors. There are no limits to the number of fans you can have on a page. Sending messages & updates to all your fans at once is easy
    35. 35.  When your product will not sell online (i.e. real estate), use Facebook creatively (i.e. for Public Relations) Curate interesting content on the wall Use custom tabs to direct traffic from the page to conversion points on the website Network across media pages as the page itself to drive traffic and interest form media sources back to the page.
    36. 36.  Place Page integration lets you market by geography Applications like iEndorse and Marketplace allow businesses to market and sell through the network Email messaging fans allow businesses to incubate prospects into clients Mobile apps let you connect immediately with leads and page visitors
    37. 37.  Facebook Groups can be created by anyone interested in promoting and organizing people around a specific interests or cause. All members of a group have the ability to contribute content that appears on the Group‟s wall – photos, videos, discussion threads. Active participation: Because members of the group actively contribute content and participate in informal but meaningful discussions, they are more likely to keep coming back. Groups come in three flavors: Open (anyone can join), Closed (group admin approves requests to join) and Secret (Only members and those invited know that the group exists)
    38. 38.  The Group name should make people want to join. Which name would make you join: “ Let‟s talk to Coca Cola about saving the World‟s children” or “ColaLife“? Invite your raving fans to start a discussion on the group (you know who these people are, right?). They‟ll feel a sense of pride and will likely invite new people to join the group. • Upload photos and videos – encourage members to post these to their profile so that their friends can easily join the group.
    39. 39.  Use contests, polls and reveal tabs (reward fans for taking action) on landing pages to improve action by visitors Split Test – try different text, images & targeting Set a click through threshold (goal acquire fans at $.25 per fan) Use CPM (cost per thousand impressions) to test ads Monitor you analytics closely – check performance at different times Calculate cost per fan Bid high to get ads approved faster
    40. 40. THE ULTIMATE GUIDE
    41. 41.  31 percent of 18 to 24-year-olds have a Twitter account. Suburban and urban residents are more likely to use Twitter than those in rural areas. 28 percent of all African Americans online have a Twitter account, with 13 percent using it daily. Women have a slightly higher Twitter presence than men in this study, with 53 percent of users being female.
    42. 42.  Automate with paper.li and RSS2Twitter (use custom google news search feeds/blog posts and other social stats updates to auto update your Twitter account) Broadcast relevant and viral info 80% of the time and interact 20% of the time (@reply to followers or retweet influencers) FOLLOW influencers in real estate/finance and even celebrities locally, nationally and gloablly. Follow back your followers. Use KLOUT to find influencers and people to follow. Full complete your profile and brand your background. Make sure your website is linked to the profile, your background is about yoru brand and your profile image is a pic of YOUR FACE! People like to interact with PEOPLE not brands in the real estate industry
    43. 43.  Twitter- The social network itself, the entity, Twitter.com Twit (aka Twitterer)- Someone who tweets. Tweet (aka Twittering) – The act of replying to Twitter‟s question, “What are you doing?” in the form of a post. Tweets – Posts made on Twitter. Tweet It Forward “TIF”- Tweet to help, share or promote another unsuspecting Twit. Twittosphere/Twitterverse- Community of Twits (Twitter members). Twitterstream- The Twitter timeline (friends or public). TweetUp- When twits go offline and meet up in person. TweetIn- When a group of Twits agree to Twitter at the same time. Tweeple- People who use Twitter. Retweet(ing) or RT- Repeating your own or someone else‟s tweet. DM- Direct message. Sending a private message by DM will not appear in the public timeline. @ “reply”- Reply to a Twit by typing the @ symbol before their Twitter handle. (ex: @rebloggirl).
    44. 44.  Text- Share what you are actually doing...that moment or about to do. Images- Share pictures you take or find interesting. Share open houses, brokers tours, thankful clients (w/permission), etc. Try Snaptweet, Instagram TwitPic, or I prefer the Gyazickr app (which also posts to Flickr) on my iPhone. Videos- Share your own videos or favorites from other networks like YouTube, Vimeo, Viddler, UStream, BubbleTweet, Tweetube, etc. Virtual tours, client testimonials, and even wacky birthday greetings can inspire your tweeple! Blog Post Updates- You can auto update your real estate blog posts to Twitter by installing the Twitter Updater Plugin on your blog. Or just share as you go. Witty Joke or Comment- If you come across a funny sign or just interesting thought, jot it down and share later on Twitter. Helpful Industry Resources- Scan your RSS reader and/or social bookmarking sites, or favorite industry blogs for helpful tips and advice or cool tools. Share links to them! Consider sharing market updates, neighborhood comparables, or other local info. Inspirational Quotes- Have a favorite author or poet, share an occasional quote...it‟s even better when you can relate it to a current event. Announcements /Events- Share information about an event your company is hosting, holiday food drives, and/or other news. OR be the local expert sharing real estate tips for your market, as well as local event and business information. Check out TwtVite for creating local tweetups an sending an invite. Ask Questions- That pertain to business or personal. Try creating a poll especially for Twitter at Polldaddy or TwtPoll. Music- Check out Blip.fm to share your favorite tunes or make dedications. You can send your blip directly to Twitter. Coupons- Offer local twits a coupon for a free market analysis, or better yet, something fun and locally inspired like tickets to a local festival (ex: Wine & Cheese, Harvest, Pumpkin Patch, etc.) Bring your local community together...and they won‟t forget you! Use TwtQpon to create your own exclusive offer!

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