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Leadership Circle - real estate internet marketing
 

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

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    Leadership Circle - real estate internet marketing Leadership Circle - real estate internet marketing Presentation Transcript

    • Leadership Circle
      with Charlie Gunningham
    • Leadership Circle
      with Charlie Gunningham
    • Our Mission
      “ putting media power back
      in our clients’ hands ”
    • 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
    • Internet Media:the power back in your hands1. Your Site + Google2. Facebook3. Twitter 4. Enewsletters5. Blogging
    • YOUR SITE = YOUR MEDIA_ Your brand / differentiation_ Only your listings_ Your message_ Grab emails_ Make a connection_ Your broadcast
    • 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…
    • 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
    • 1. GOOGLE – being found (SEO)_ It’s not rocket science_ Google reads text_ Title tag (80 characters)_ blogs are great_ update/fresh
    • REIWA Property Management Breakfast, 16th July 2009 Slide 12
    • Just a few case examples…_ “broome real estate” hutchrealstate.com.au_ “northbridge apartments for sale” limnios.com _ “subiaco real estate” paxtonhoad.com.au
    • 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)
    • 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
    • http://maps.google.com.au/realestate
    • 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
    • 2. Facebook.comMark Zuckerberg, Founder
    • 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
    • http://www.facebook.com/gunningham
    • Your own FACEBOOK Profile Page
      Build your own profile
      Maybe keep it separate
      from biz?
      Interact
      WIIFT!
    • Update words/photos
      Wall/Info, News Feed
      Comments/Likes
      Friending Policy
      Privacy Settings
      Controls for ads/pages
    • Set up a FACEBOOK Group/Business Page
      Invite ‘fans’
      publish events, goings on
      interactive shop window
      Walls, Photos, discussions
      Import blog feed, apps
    • http://www.facebook.com/...unique URL
    • FACEBOOK Business Page
      Link from emails/web site
      Run it like your site
      Feed from page to your site
      Upload videos
      Build a community
    • FREE FACEBOOK Business Page e-Book
      by Peter Fletcher
      TheRealEstateMarketingMaven.com
    • FACEBOOK Fan Box
      Have your FB
      Business page
      Update your site
      + advertise FB page
    • Post your own FACEBOOK Ads
      Direct + targetted
      Set a budget
      Easy to set up, edit,
      cancel + monitor
      12mn+ views ($1400)
    • Post your own FACEBOOK Ads
      Bid / Budget
      Impressions
      Clicks
      Click Thru Rate
      Cost per Click
      Cost / Thousand Imp’s
    • Create your FACEBOOK Ads
      Click Advertising
      CREATE AN ADVERT
      Design
      Target
      Pricing
    • FACEBOOK Policy
      Addictive
      Time Wasting
      Haven’t got time!
      You need a policy, and stick to it
      Have a reason, WIIFT, part of marketing
    • 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
    • 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
    • Biz Stone, Founder, Twitter.com
    • 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
    • http://twitter.com/chazgunningham
    • http://twitter.com/aussiehome
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • Chad Hurley, Cofounder, Youtube.com
    • Aussiehome TV show…
    • Upload movies to
      Obama did 1,678
      87 mn views
      Av age 45-55 yrs
      tag ‘perth real estate’
      DIY, free
    • www.youtube.com/aussiehometv
      Creates online vid
      Code for you to use
      ‘testimonial mountain’
      Draws in viewer
    • “perth real estate” search on Youtube…
    • 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
    • 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
    • Advantages SOCIAL MEDIA- Cheap! and fast/instant- Reach / Accessible- Can be updated/improved- Democratic (power to the little guy)- It involves your clients (directly)
    • BLOGS- a “web log”- leave comments, post- Start your own- video blog (“vlog”)DEMO - http://blog.aussiehome.com, incl back engine
    • BLOGGING SOFTWARE1. Blogger.com (Google)2. Wordpress.org (popular, purists) 3. DotNetBlogEngine(Microsoft)latter can fit right inside your site
    • THE RULES…
      not expensive in $’s
      Blog often, blog interesting
      Show yourpassion
      Encourage staff to blog
      Be authentic
      Ideas spread
      Allow publicto comment
    • 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”
    • REIWA Property Management Breakfast, 16th July 2009 Slide 70
    • Blogs are fantastic for SEO!
    • LINKEDIN.com
      Professional networking
      Makes connections visible
      Worth being there
      Est 2003
      40 mn members
      http://www.youtube.com/watch?v=IzT3JVUGUzM
    • LINKEDIN.com
      Professional networking
      Makes connections visible
      Worth being there
      Est 2003
      40 mn members
    • Flickr.com
      Est 2004
      Photo sharing
      Galleries, comments
      Company web address
      3.6bn images
      Bought by Yahoo!
    • Flickr.com
      Tag photos
      Organise into sets
      Storage for blog pix
      Create your own space
      Need yahoo email (free)
    • 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
    • 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)
    • THANK YOU! _ loads of ideas_ feedback forms/follow ups?- for these slides, contact me…charlie@aussiehome.com
    • 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!