Social Networking - The Profit Frontier

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    Social Networking - The Profit Frontier - Presentation Transcript

    1. Social Networking
      The Profit Frontier
      www.matthewferrara.com
    2. In this session…
      We’re going to learn how to sell real estate the way consumers want to be sold it.
      Because we don’t get to decide… they do.
    3. ?
      What is Social Networking?
    4. What is Social Networking?
      It’s a fancy new term for prospecting
      BUT! It’s a modern method of doing the single most important form of prospecting:
      Relationship management
    5. updating
      answering
      commenting
      photos
      blogging
      sharing
      playing
      linking
      twittering
      videos
      posting
      watching
    6. Simply put…
      It’s creating and maintaining relationships with your sphere of influence using web 2.0 and wireless technologies…
      … instead of advertising
    7. ?
      Why Do it?(Is Social Networking another fad?)
    8. Effective, Active Targeted prospecting
      A Modern CRM Platform / Shift
      The Consumer is easier to reach this way (or harder to reach in other ways)
      3
      plus 1
      Plus: It’s fun!
    9. 1
      TARGETEDMARKETING (for a change)
    10. There is nothing so useless as doing efficiently that which should not be done at all.
      - Peter Drucker
    11. For once, let’s use the research!
    12. 95%
      * buyers using SN daily18-44 in 2008
    13. 11%
      * REALTORS with a Facebookpresence in 2008
    14. 61%
      * REALTORS dissatisfied withexperience on SN sitesReason: I don’t get any leads.
    15. 64%
      of all listings were from referrals or repeat clients
      … which is who you’ll be connected to in social networks
    16. 2
      Customer Relationship Management (CRM)
    17. 88%
      of internet leads are abandonedwithin 30 days of receipt -
      Database methods are just too hard to maintain.
    18. 60%
      of online consumers worked with the agentwho “was there” when they decided to go…
      … which would be easy to know if you were connected online.
    19. Customer satisfaction is worthless.
      Customer loyalty is priceless.
      - Jeffrey Gitomer
    20. Customer Relationship Scale
      Weaker
      Stronger
      ADVERTISING FOCUS
      RELATIONSHIP SALES FOCUS
      SEO/PPC
      Postcards
      IntroductionsRecommendations
      Website
      Print Media
      Email / IM
      Phone calls
      Blog / SN

    21. However……. You Will NOT GET LEADS
    22. Social Networking is NOT about Leads
      Purpose of SN
      Relationship management
      Consumer Intelligence
      “Secret Spy”
      With Social Networking…
      Consumers will tell you when they are ready for your services….
      Willingly….
      Clearly….
      Simply…
      You just have to be there, and be listening.
    23. Social Networking CRM for the Next Generation of Consumers
      When Real Estate was by Boomers, For Boomers
      Database Driven
      Direct marketing tools
      Communication as periodic advertising from an “expert” or “authority”
      “You need me, come to me” sales model
      When Gen X and Gen Y Dominate Sales
      Relationship Driven
      Influence not Authority
      Relationship as marketing
      Communication as a persistent presence
      “Know consumer’s need before they realize it”
    24. The Next Generation
      Gen X: Move Up Seller
      Gen Y: First Time Buyer
    25. Even “New” Marketing is Struggling

    26. Develop a Social Networking Plan (Broker Centric)
    27. Structure Online Presence
    28. Manage Online Activity
      Facebook Page
      • Post blog
      • Post links
      • Interactivity (Polls, applications)
      • Network
      • Repost
      • Listen
      • Comment
      • Post
      • Viral
    29. Some things TO DO…
      Focus agents on relationships, not advertising
      Provide / guide toward your existing content
      Company / Brand Facebook Page
      Your Company Website / Blog
      REALTOR Marketing or other “industry” sources
    30. Some things TO DO…
      Get managers involved
      Interacting with agents on their pages
      Attracting new agent “friends”
      Monitoring comments on company page and agent pages, to keep an eye out for customer feedback, complaints, ideas, testimonials, etc.
    31. Some things NOT to do…
      Do NOT Forget “WIFT”
      Do NOT blast your listing inventory
      Do NOT engage in “heated” online back-and-forth (pick up the phone)
    32. What Brokers Need to Create
      Things agents need to have “handy” every day to practice networking, not “creating”
      Consistent, timely blog entries
      Interactivity tools like polls & surveys to get research; recompile and post results
      Contests, games and other non-business fun
      Upload a photo contests
      Press releases, related or suggested links, video clips and other friendly 3rd party content
      Acceptable reasons to link back to the company web site with inventory, services content
    33. Summarize
    34. The Strategy
      Brokers control a company social network page and connect with all agents and company partners
      Brokers feed timely, consistent content into page to directly attract friends, and facilitate sharing by their agent network
      Think of it like a “relay” race that leverages the power of your network but manages the appearance of your brand/content
    35. You have no time to lose…
      This is no longer an effective alternative change management strategy.
      For More Information, Blog Content and Webinars, visit
      www.matthewferrara.com

    + Matthew  Ferrara and CompanyMatthew Ferrara and Company, 3 months ago

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