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Leadership Circle - real estate internet marketing

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Presentation by Charlie Gunningham, MD aussiehome.com, to real estate agents, Aug 20th 2009 - how to get your site higher on Google, Google real estate, using facebook and twitter in marketing, other …

Presentation by Charlie Gunningham, MD aussiehome.com, to real estate agents, Aug 20th 2009 - how to get your site higher on Google, Google real estate, using facebook and twitter in marketing, other social media

Published in: Real Estate
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  • 1. Leadership Circle
    with Charlie Gunningham
  • 2. Leadership Circle
    with Charlie Gunningham
  • 3. Our Mission
    “ putting media power back
    in our clients’ hands ”
  • 4. 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
  • 5. Internet Media:the power back in your hands1. Your Site + Google2. Facebook3. Twitter 4. Enewsletters5. Blogging
  • 6. YOUR SITE = YOUR MEDIA_ Your brand / differentiation_ Only your listings_ Your message_ Grab emails_ Make a connection_ Your broadcast
  • 7. YOUR SITE : latest_ is it in old/latest language? _ how it is on Google?_ does it upload to Google RE?_ does it have latest features?_ video? Mapping? StreetView? Blog? etc… etc…
  • 8.
  • 9. asp vsaspx (Dotnet)_ asp no longer supported (but will work)_ asp will not support future innovations_ aspx search more robust + faster_ aspx better support, XML-componentswe’ve not coded in asp since mid 2007
  • 10. 1. GOOGLE – being found (SEO)_ It’s not rocket science_ Google reads text_ Title tag (80 characters)_ blogs are great_ update/fresh
  • 11.
  • 12. REIWA Property Management Breakfast, 16th July 2009 Slide 12
  • 13.
  • 14. Just a few case examples…_ “broome real estate” hutchrealstate.com.au_ “northbridge apartments for sale” limnios.com _ “subiaco real estate” paxtonhoad.com.au
  • 15.
  • 16.
  • 17.
  • 18. 1. GOOGLE – being found (SEO)_ think of phrases they’d put in (now!)_ test them out on Google…_ how do you fare?_ employ SEO tactics_ keep an eye on it, brag about it!_ it’s credibility (free organic search)
  • 19. 2. 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?)
    REIWA Property Management Breakfast, 16th July 2009 Slide 19
  • 20.
  • 21.
  • 22. http://maps.google.com.au/realestate
  • 23.
  • 24. 2. GOOGLE Real Estate_ get yourself on there ($150 to code it)_ 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
    REIWA Property Management Breakfast, 16th July 2009 Slide 24
  • 25. 2. Facebook.comMark Zuckerberg, Founder
  • 26. Do your own FACEBOOK Profile Page
    free ‘n’ easy to set up
    people find you
    you’re in control
    540,000 in Perth
    more > 40 than < 20
    500+/day in Perth join
  • 27. http://www.facebook.com/gunningham
  • 28. Your own FACEBOOK Profile Page
    Build your own profile
    Maybe keep it separate
    from biz?
    Interact
    WIIFT!
  • 29. Update words/photos
    Wall/Info, News Feed
    Comments/Likes
    Friending Policy
    Privacy Settings
    Controls for ads/pages
  • 30. Set up a FACEBOOK Group/Business Page
    Invite ‘fans’
    publish events, goings on
    interactive shop window
    Walls, Photos, discussions
    Import blog feed, apps
  • 31. http://www.facebook.com/...unique URL
  • 32. FACEBOOK Business Page
    Link from emails/web site
    Run it like your site
    Feed from page to your site
    Upload videos
    Build a community
  • 33. FREE FACEBOOK Business Page e-Book
    by Peter Fletcher
    TheRealEstateMarketingMaven.com
  • 34. FACEBOOK Fan Box
    Have your FB
    Business page
    Update your site
    + advertise FB page
  • 35. Post your own FACEBOOK Ads
    Direct + targetted
    Set a budget
    Easy to set up, edit,
    cancel + monitor
    12mn+ views ($1400)
  • 36.
  • 37.
  • 38. Post your own FACEBOOK Ads
    Bid / Budget
    Impressions
    Clicks
    Click Thru Rate
    Cost per Click
    Cost / Thousand Imp’s
  • 39. Create your FACEBOOK Ads
    Click Advertising
    CREATE AN ADVERT
    Design
    Target
    Pricing
  • 40. FACEBOOK Policy
    Addictive
    Time Wasting
    Haven’t got time!
    You need a policy, and stick to it
    Have a reason, WIIFT, part of marketing
  • 41. SOCIAL MEDIA in Aus (Jun09)_ 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%)_ Twitter the fastest growing
    REIWA Property Management Breakfast, 16th July 2009 Slide 41
  • 42. 3. TWITTER_ conversations in 140 characters_ easy + very powerful _ unique web address (twitter.com/…)_ link to site, updates, join in_ listings, news, events, h/opens…
    REIWA Property Management Breakfast, 16th July 2009 Slide 42
  • 43. Biz Stone, Founder, Twitter.com
  • 44. 3. TWITTER Vocab_ message = tweet_ people who tweet = tweeps_ meet up with tweeps = tweetups_ forward on tweet = retweet (RT)
    REIWA Property Management Breakfast, 16th July 2009 Slide 44
  • 45. http://twitter.com/chazgunningham
  • 46. http://twitter.com/aussiehome
  • 47. 3. TWITTER_ choosing your name_ background image_ what to say?_ what to pass on (RT)_ who to do it?
    REIWA Property Management Breakfast, 16th July 2009 Slide 47
  • 48. 3. TWITTER_ world’s best search engine?_ find out what ppl are saying about anything, including you! respond_ pass on interesting tweets (RT)_ join in the conversation_ make connections
    REIWA Property Management Breakfast, 16th July 2009 Slide 48
  • 49. 3. TWITTER_ it’s your own radio broadcast_ it can update FB for you_ tweets can be imported to site_ look tech savvy!_ brand yourself/company_ talk direct to your clients/prospects
    REIWA Property Management Breakfast, 16th July 2009 Slide 49
  • 50.
  • 51. 3. TWITTER extensions_ iphone/blackberry apps_ tweetdeck (organises it all)_ twitpic.com (photos out as tweets)
    REIWA Property Management Breakfast, 16th July 2009 Slide 51
  • 52. TWITPIC.com
    App that synchs with twitter
    Take photo, upload +
    then it becomes a tweet
    with a link to the photo
    Can be done from mobile
    http://twitpic.com/photos/chazgunningham
  • 53. 4. 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 53
  • 54. 4. eNewsletters_ enewslettersonline.com (Vic Park, talk with Sue Nesci, $695 set up, from $275/yr)_ custom made one; inc SMS too? (talk to aussiehome.com, can be custom made, linked to site)
    REIWA Property Management Breakfast, 16th July 2009 Slide 54
  • 55. 4. eNewsletters_ sign up from yr web site_ unsubscribe/privacy_ keep top of mind, direct_ WIIFT
    REIWA Property Management Breakfast, 16th July 2009 Slide 55
  • 56. 5. Video/Podcasts_ video = compulsive on the web_ podcasts = usu. Audio_ interact directly_ upload to Youtube
    REIWA Property Management Breakfast, 16th July 2009 Slide 56
  • 57. Chad Hurley, Cofounder, Youtube.com
  • 58. Aussiehome TV show…
  • 59.
  • 60. Upload movies to
    Obama did 1,678
    87 mn views
    Av age 45-55 yrs
    tag ‘perth real estate’
    DIY, free
  • 61. www.youtube.com/aussiehometv
    Creates online vid
    Code for you to use
    ‘testimonial mountain’
    Draws in viewer
  • 62. “perth real estate” search on Youtube…
  • 63. 5. Podcasts_ record audio_ convert to podcast (byoaudio.com)_ paste web address onto property_ testimonials, talk about property, the area, the market…
    REIWA Property Management Breakfast, 16th July 2009 Slide 63
  • 64. 6. Blogs_ interactive 2-way web pages_ you “post” an opinion/story/view + allow public to comment_ you have a lot to say!_ and if you listen, you can learn too
    REIWA Property Management Breakfast, 16th July 2009 Slide 64
  • 65. Advantages SOCIAL MEDIA- Cheap! and fast/instant- Reach / Accessible- Can be updated/improved- Democratic (power to the little guy)- It involves your clients (directly)
  • 66. BLOGS- a “web log”- leave comments, post- Start your own- video blog (“vlog”)DEMO - http://blog.aussiehome.com, incl back engine
  • 67. BLOGGING SOFTWARE1. Blogger.com (Google)2. Wordpress.org (popular, purists) 3. DotNetBlogEngine(Microsoft)latter can fit right inside your site
  • 68. THE RULES…
    not expensive in $’s
    Blog often, blog interesting
    Show yourpassion
    Encourage staff to blog
    Be authentic
    Ideas spread
    Allow publicto comment
  • 69. BENEFITS?
    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”
  • 70. REIWA Property Management Breakfast, 16th July 2009 Slide 70
  • 71. Blogs are fantastic for SEO!
  • 72. LINKEDIN.com
    Professional networking
    Makes connections visible
    Worth being there
    Est 2003
    40 mn members
    http://www.youtube.com/watch?v=IzT3JVUGUzM
  • 73. LINKEDIN.com
    Professional networking
    Makes connections visible
    Worth being there
    Est 2003
    40 mn members
  • 74. Flickr.com
    Est 2004
    Photo sharing
    Galleries, comments
    Company web address
    3.6bn images
    Bought by Yahoo!
  • 75. Flickr.com
    Tag photos
    Organise into sets
    Storage for blog pix
    Create your own space
    Need yahoo email (free)
  • 76. USED TOGETHER – rinse and recycle - use bit.ly and tweet the links - comment on blogs - blog + tweet links to blog post - photo (twitpic) and upload - link twitter to Facebook updates
  • 77. SOCIAL MEDIA POLICY- our clients & prospects are here- we are going to be here- we’re not going to be distracted- we are going to engage, contribute- we will listen, and learn- we will not talk business (much)
  • 78. THANK YOU! _ loads of ideas_ feedback forms/follow ups?- for these slides, contact me…charlie@aussiehome.com
  • 79. FUTURE DATES3rd Sept, Wembley – GOLF DAY!19th Oct, 9am-1pm - Facebook course (4 CPD pts), REIWA 2-5pm – Twitter course (3 CPD pts), REIWA9th Nov, 9am-5pm – Internet Mkting course (7 CPD pts), REIWANov – tba – Facebook and Twitter in Computer Labs UWA 2nd Dec, 9am-1pm - Facebook course (4 CPD pts), REIWA 2-5pm – Twitter course (3 CPD pts), REIWA2nd Dec – aussiehome.com’s 10th birthday party with bowls!

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