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Internet Marketing for Real Estate


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March 2010 day course for REIWA - internet marketing with's Charlie Gunningham

March 2010 day course for REIWA - internet marketing with's Charlie Gunningham

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  • 1. Internet Marketing
    • how to harness it and put the media power back in your own hands!
    • 2. REIWA Learning, Mar 2010
    Charlie Gunningham
  • 3. INTROs- Me- Flavour- Order- Objectives
  • 4. TIMING9-10.45am: History, Effects, DBs and CRMs, 11-1.15pm: web sites, revenue, traffic, 2-3pm: SEM, SEO, portals, sites3.15-4.30pm: social media, conclusion ** Leave with an Internet Marketing Plan! **
  • 5. Charlie
    Your name please!
  • 6. Who are you?!Sales Reps/PAs?Sales Admin?Property Managers?Executive/Licensees/Principals?
  • 7. OBJECTIVES3 things you want to get out of today?
  • 8. CAR PARKthings that may have to be handled later
  • 9. Let John Heileman explain…
    _ ‘Discovery Science’
    Channel doco
  • 10. HISTORY
  • 11. ARPANET, 1968
  • 12.
  • 13.
  • 14. Net EFFECTS 1. How many of you have purchased something online in the last 6 months? 2. Do you normally search online, before buying offline?3. How many hours a day are you on the Internet?4. How many emails do you send/receive/day?5. What happens in your office (and to you) if you do not have internet connection and/or your emails go down? 6. What % of your property enquiries come from the Net?
  • 15. Net EFFECTS
  • 16.
  • 17. Architecture
  • 18. Architecture
  • 19. Intranet/Extranet
  • 20. TRAD ADVERTISER … doesn’t do it for me anymore
  • 21. Ad Spend in Australia - 09/10*1. Takeaway Food …..….$3343m 2. Real Estate Agents ……...$1563m3. Auto Industry ……….$997m4. Banks ……….$966m5. Supermarkets ……….$774mSource: IBIS World Research, July 2009
  • 22. ONLINE Databases/CRM*sWhat’s your Ideal?(* Client Relationship Management)
  • 23. CRM/DatabaseCustomer Relationship Management (CRM) consists of the processes a company uses to track and organizeits contacts with its current and prospective customers. - info about customers and customer interactions, stored and accessed- typical CRM goals are to improve services provided to customers, and to use customer contact information for targeted marketing. (
  • 24. YOU NEED A SYSTEM- ‘house’ clients- organise contact with them- manage your time best- feeling of being in control- results, success, rewards- work the system
  • 25. WEB-BASED- ubiquitous- upgrades auto- no large upfront- as secure as your login
  • 26. Off the Shelf
  • 27. PROBLEMS!- suspicious reps- only fraction of system gets used- becoming a data entry monkey- huge learning curve for new system- ‘it never works’ -> start again- ‘it’s a waste of time!!!!’
  • 28. My Desktop – market leaderWA –based, Commerce Australia (75% owned Fairfax)Scott Wulff, est mid 1990s- various types of logins, - all inclusive price, - we can build sites directly off it; they have feeds out, SMS, full CRM“ I’ve met him, and found him to be personable; never heard a bad word ” agencies in Aus
  • 29. PORT PLUSMelbourne, independentEddie Lynch, est. 2000- used by some franchises, 1st National- #2 position nationally“ I’ve not met him, know people who have, spoken on phone – not the easiest person to deal with…? But then I know some people who swear by PP, making waves in WA”-
  • 30. HubOnlineset up by 2 independents, bought by was market leader, now #3“ I knew the owners, very good; but I think it’s gone down hill since being sold to REA. Given up on v2? “
  • 31. Market Managerset up by Brian & Eva Oldfield, bought by REIWA- desktop based? Web based to a degree- auto import of REIWA data- some CRM capability, letters, prospecting. Training“ Some of us know Brian; likeable guy; maybe put too much in it, got too complex? for sales data it beats everything through the REIWA connection “
  • 32. Complete DataLee Woodward’s system- desktop based, some web inputting- can buy individually, per seat ($750)- can take it with you (when you leave)- controls your life?! “ Maybe the most complete system? very time consuming, not for the fearless. The ultimate if you can handle it? ”
  • 33. MultiArraylarge system, expensive / on servers (real estate manager, property manager, strata manager)est 1987 - George Sih, Sydney based“ Not met him, but spoken. Some WA use it, sounds expensive, lots of server use – remote being in Sydney? Increasing use in WA “
  • 34. Boom CRMTravis Williams’ system, est 2005- ex real estate agent- used to be intranet (only in office)- easy green/yellow/red traffic light system- excellent graphics, clear and concise “ Developed as intranet system, Box n Dice, gained some following in eastern states; easy simple and quite powerful… but intranet”
  • 35. iPropertybased in North Melbourne- gained a following quite quickly- simple CRM, not v advanced “ a basic system, which has become popular in Melbourne ”
  • 36. iWonPeter Gilchrist (New Zealand)- agency coach- sales and managt software “ Peter is very impressive speaker and knows his stuff – his system does not have a huge following; some don’t like the ‘spying’ aspect ”
  • 37. Real Estate in a’s test system- web-based, linked to properties/ agents- based on ‘trail’ system, action plans and activities- office sets it up for reps to follow “ Brand new, being developed, some agencies testing it ”
  • 38. Others? DIY?Decisions based on:- upfronts + ongoing - web based?- - link to web site? - run my own results? - easy? Useful? - customise? Support? - uploads to sites?
  • 39. eNewsletters_ client database_ easy to edit templates_ flick the switch, off they go_ news, events, stats, advice_ no print cost, collect emails
    REIWA Property Management Breakfast, 16th July 2009 Slide 38
  • 40. < br >DONE! History, Effects, DBs and CRMs, NEXT! web sites, revenue, traffic, then…2-3pm: SEM, SEO, portals, sites3.15-4.30pm: social media, conclusion
  • 41.

    Beware the patient who has not been in hospital for 50 years and complains they are not feeling well… there is something wrong with them

  • 42. Great things happen slowly- the frog in the water being heated up- climate change- ageing process- paint dry…
  • 43. Do you need to have a web site?Why, exactly?
  • 44. 90% of sites are still brochure sites- 1 way- no interaction- not grabbing emails (#1 goal)- flash, html, no updated, not SEO’d
  • 45. It’s like having your own radio station!
  • 46. Dynamic sites- powered by online database- update DB, updates site- CMS to update rest
  • 47. Why have a site?1. Branding2. Differentiation3. Your listings only4. Your message, in control5. Power of the media, broadcasting
  • 48. XML- databases talking to each other- very complex, prone to error- continual maintenance by provider- very important
  • 49. Personal Site- sub domain of agency also keeps the hits coming to your agency site
  • 50. Why have a site?6. Make it earn money!
  • 51. < lunch >DONE! History, Effects, DBs and CRMs, DONE! web sites, revenue, traffic, NEXT! SEM, SEO, portals, sites3.15-4.30pm: social media, conclusion
  • 52. The eternal question – how to build traffic?1. Know thyself (measure it)2. Google Analytics3. Smarter Stats4. Nielsen/Hitwise5. >> demos
  • 53. MeasuringTraffic1. Hit? << NO!2. PageView3. Visitor Session4. Unique Visitor/Browser5. Time per visit6. Bounce Rate7. Repeat Visitor
  • 54. Building Traffic1. Self2. Word of mouth3. Cross media4. Social media5. SEO6. PPC - Facebook
  • 55. Building Traffic / cont…7. PPC – Google8. Partnerships9. Linking10. PR, events, editorials, awards11. Ads
  • 56. Google Eyes (SEO)- reads text, can’t read images- hates flash, frames- reads top left to bottom right- reads title tag- reads <H1> <H2>.. Tags- reads text on page- loves to see updates of text, and links IN
  • 57. PLUS- being updated- relevancy- popularity- older- larger
  • 58.
  • 59. REIWA Property Management Breakfast, 16th July 2009 Slide 58
  • 60. Just a few case examples…_ “broome real estate” “northbridge apartments for sale” _ “subiaco real estate”
  • 61.
  • 62.
  • 63.
  • 64.
    • URL Rewriting- creating dynamic SEO friendly web addresses (instead of ‘Egyptian script mumbo jumbo’!)
  • 65. How much to get 27mn+ views of an ad?(and only pay if they see and act on it)- Facebook: < A$4,000 (over a year)- Local paper: A$200,000++?
  • 66.
  • 67.
  • 68. Do real estate portals disintermediate or reintermediate?
  • 69. “Disruptive Technology”or a “Killer App”
  • 70. 1960-2000Golden Ageof Advertising
  • 71. Fragmentationof all media
  • 72. Demise of trad media
  • 73. Warren Buffett (May 2009)“ I would not buy a newspaper stock at any price … their business model is over”
  • 74. Australia – real estate sites- quite a choice- online monopolist in REA?- Google a life saver?- in the end, it’s about service- and it’s the inexorable shift from print -> online
  • 75. GOOGLE Real Estate_ July 6th, 2009, 3pm_ new way of being found_ aussiehome, REIWA, upload for you_ your web sites can also be uploaded_ REA and domain are not (yet?ever?)
  • 76.
  • 77. Go to Google Maps, enter “subiaco real estate”
  • 78.
  • 79. GOOGLE Real Estate_ get yourself on there (YOUR URL)_ future: your web site + google?_ makes your site most important_ is there any danger here? Not for you, but YES for large real estate portal biz models
  • 80. MOBILE_ Last year, it didn’t figure_ now = 10%+ traffic (30% w’ends) _ by 2013, mobile web > PC web_ 140,000 iPhone apps_ App Store: 2bn downloads_ Gen X (28-45) buy 60% homes, their PC is their mobile
  • 81. MOBILE_ mobile builds brand, trust, pride _ iPhone apps “cool + Sexy”_ it’s how you promote it_ it’s only a 2 year old market * weekends – h/opens – mobile *
  • 82. MOBILE1. Your site on mobile 2. Mobile apps* we already do mobile sites * & offering apps soon
  • 83. Sherry Chris, CEO, Better Homes & Gardens Real Estate
  • 84.
  • 85. MOBILE- most sites do not look good - only 5 apps in Australia- @ what cost?? (I hear you scream)
  • 86. MOBILE< recent BLOG
  • 87.
  • 88. Power that is SOCIAL MEDIA- free- powerful- scares big media silly- elected a President- not being used by your competitors (yet)
  • 89. SOCIAL MEDIA – defined Social media refers to web sites whose information comes from its USERS. incl blogs, youtube, facebook, twitter, flickr, slideshare, foursquare, …
  • 90. Chad Hurley, Cofounder,
  • 91. Mark Zuckerberg, Founder, Facebook
  • 92. Biz Stone, Founder,
  • 93. 1994 Age ofSurf
    1998 Age ofSearch
    NOW Age ofSocial (media)
    FUTURE Age ofSemantic Web
  • 94. “Markets are conversations”
    conversations among humans sound human
    natural, uncontrived, honest
    public switch quickly
    tell us something!
    (then we might speak to you)
    business is only part of our lives, it’s all of yours
    The Cluetrain Manifesto: The End of Business as Usual
    by Christopher Locke, Rick Levine, Doc Searls, David Weinberger
    Pub 1999 : read it for free at
  • 95. … people want to talk!
  • 96. “Markets are conversations”
    Every ‘deal’ is
    a series of
  • 97. At its most basic, you could (should) be…BLOGGINGon FACEBOOKon TWITTER
  • 98. Advantages SOCIAL MEDIA- Cheap! and fast/instant- Reach / Accessible- Can be updated/improved- Democratic (power to the little guy)- It involves your clients (directly)
  • 99. BLOGGING 101- a “web log”- foundation of SM?- / Wordpress / other- leave comments, post- video blog (“vlog”)http://blog.aussiehome.com
  • 100. THE RULES…
    not expensive in $’s
    Blog often, blog interesting
    Show yourpassion
    Encourage staff to blog
    Be authentic
    Ideas spread
    Allow publicto comment
  • 101. You’re asking the wrong question, but since you asked…
    Better Traffic & SEO to your site
    Fun, empowering for you/staff
    Listen + Learn from your public
    Gather interesting content
    What goes around comes around
    “Markets are conversations”
    = the future of marketing?
  • 102. Look at blogs, read loads of them
    If you had a soap box,
    what you speak about?
    Start one today
    (it’s free –
    How could your media
    (your website) have a blog?
  • 103. Blogs are fantastic for SEO!
  • 104.
  • 105. Mark
    << BLOG
  • 106. PODCASTING- audio file (usually)- DIY- have them
  • 107. SOCIAL MEDIA in Aus _ Facebook: 6mn visitors (+95% p.a.)_ MySpace: 3.5mn (only +5%)_ Twitter: 800,000 (up from 13,000)_ 70%+ net users visited social netwks (+29%)_ social media/ blogs more pop than personal email 10% of ALL time on Internet = on social media
  • 108. Cont…_ 64% marketers spend 5hrs+/week_ It took radio 38 yrs, TV 13 yrs, Internet 4 yrs… to reach 50mn users … it took Facebook 9 mths to get 100mn!Source: 17 Aug 09
  • 109. FACEBOOK- Setting up a Page- Making comments/updates- Uploading photos- finding friends- how might you use this?- should biz be mixed with pleasure?
  • 110. Do your own FACEBOOK Page
    free ‘n’ easy to set up
    people find you
    you’re in control
    550,000 in Perth
    more > 40 than < 20
    500/day in Perth join
  • 111. Set up a FACEBOOK Group/Business Page
    invite people in
    publish events, goings on
    interactive shop window
    everyone gets to know
  • 112. Set up a FACEBOOK Group/Business Page
    invite people in
    publish events, goings on
    interactive shop window
    everyone gets to know
  • 113. Linda Davis, real estate selling agent, Ledyard, CT
  • 114. Ledyard, CT
    (a landing
    We could feed
    In your listings
  • 115. FacebookiPhoneApp >
  • 116. FREE FACEBOOK Business Page e-Book
    by Peter Fletcher
  • 117. 3. Post your own FACEBOOK Ads
    Direct + targetted
    Set a budget
    Easy to set up, edit,
    cancel + monitor
    20mn+ views ($2900)
  • 118. FACEBOOK Policy
    Time Wasting
    Haven’t got time!
    You need a policy, and stick to it
    Have a reason, WIIFT, part of marketing
  • 119. 4. TWITTER! (your own + company)
    100,000+ in Perth
    Growing fast
    Very easy to update
    Word out, top of mind
  • 120. TWITTER- “Twitter for real estate Twits!”(free ebook)
  • 121. 5. Upload movies to
    Obama did 1,678
    87 mn views
    Av age 45-55 yrs
    tag ‘perth real estate’
    Own TV channel!
  • 122. 6. Foursquare(iPhone App) >
  • 123.
  • 124.
  • 125. Real Estate applications?_ download the app, link to FB and twitter_ add your own business_ check in, and leave tips_ tell others about it_ check in @ home opens_ ask people for reviews (tips)
  • 126. LOCAL< recent BLOG
  • 127. It’s no longer the 4Ps of marketing(price, promotion, product, place)It’s the 3 i’s ...“Getting the right information to the right eyes at the right instant”
  • 128. Lower ad costs
    targetted, effective marketing
    Raise Traffic + improved rankings
    Fun, empowering; learn & interact
    Drive client loyalty
    more sales and profits
    MOST powerful when you mix them
  • 129. USED TOGETHER – rinse and recycle- use and tweet the links- comment on blogs ( blog, and tweet links to blog post- photo (twitpic) and upload- link twitter to Facebook updates- get your twitter/facebook domains
  • 130. This is what C21 are doing with Social Media in USA…
  • 131. Best Blog for social media and how to use it in real estate
  • 132. Altitude’s Facebook Page
    Search ‘Altitude’ in FB’s search box
    5500+ fans! = real online community
  • 133. Rob Ham’s Twitter page
    2000+ followers, well organised page
  • 134. OK, almost done!- empty the car park- check objectives- MY INTERNET MARKETING PLAN
  • 135. MY INTERNET MARKETING PLANCRMWeb Site – needs… enewsletters, interaction, SEO, traffic… how? Who?SEO phrasesare (80 characs), test, which? techniquesSEM – Facebook, Google Adwords, budgetSites – what others? Google RE? direct uploadSocial Media – Blog, Facebook Biz Page, FB ads, Twitter account, 4Square…Who’s going to do this? What’s the strategy/policy?
  • 136. THANK YOU! please fill in FEEDBACK FORMS Email me for these slides…and any help 0411 092 669