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Virginia GRI 404 Technology Presentation

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  • Niche marketing or targeting a specific market is not new What IS new is tailoring your approach so what you say and do resonates more powerfully with each of the 4 generations NAR Statistics (2007) On-Line Consumers39% are between 25-34 years of age65% are Married22% are Single Females8% are Single MalesMedian income is $70,700 per year
  • The real question is – will you evolve to deliver on these new buyers expectations?
  • Lesson 1 Who is Today’s Real Estate Consumer?Remember to update this slide from NAR website
  • Living the Code - Duties to Clients and Customers Standards of Practice 1-2
  • Section 3 MobilityFocus on 3 technology tools that consumers are using every dayLaptopsWireless capabilityPDAS
  • Living the Code – Honest and Truthful CommunicationsArticle 12Standards of Practice 12-5, 12-8 – 11Effective January 1, 2008 New Standards of Practice related to Article 8
  • E-mail
  • Keep people apprised of the mundane details of your life…Also useful for people of similar interests, they use it to organize and meet each other.Increasingly used by young people for calendaring, corresponding, etc.
  • Transcript

    • 1. Matthew Rathbun, Broker
      ABR, ABRM, ASR, CSP, EcoBroker, e-PRO, GRI, GREEN, QSC, RECS, SRS, SRES
      GRI 404: Cyber-Agent
      1
    • 2. Learning Objectives
      Identify who today’s consumer is
      Identify appropriate tools for business
    • 3. Learning Objectives
      Create web presence with a website, and blog
      Evaluate the effectiveness of internet advertising and marketing in relation to
      Inventory, company and personal business
      Evaluate new social networking tools that are effective for real estate
    • 4. Learning Objectives
      Identify ways to stay current and informed on issues affecting their business through the use of the Internet
    • 5. www.TheAgentTrainer.com
    • 6. The Force Behind Real Estate Technology
      Internet educated home buyer
      The Internet and capabilities
      Content rich websites
      Self service attitude
      The new generations
    • 7. Objectives
      Craft marketing to appeal to each generation
      Communication style
      Learn the demographics and psychographics of the four generations
    • 8. Marketing is… having a conversation
    • 9. Most Valuable Features of Website
      NAR 2008 Homebuyer & Seller Report
    • 10. The Why of Technology
      Source: 2008 NAR Profile of Buyer and Sellers
    • 11. What Are They Looking For?
    • 12. How about the Follow Thru?
      45% of Leads will turn into a sale for someone
      Only 10% will become a sale in 90 Days
      22-25% will convert to a sale in 180 days
      The average on-line buyer needs to be incubated for six months to a year.
      The older the Lead the less competition.
    • 13. Who is On-Line?
      NAR Statistics (2008) On-Line Consumers
      34% are between 25-34 years of age
      65% are Married
      17% are Single Females
      8% are Single Males
      Median income is $70,700 per year
    • 14. Demographics
      170% Growth in 35-45 year olds in past year
      Average age of a user is 32
      Majority are College Graduates
      Largest increase of users are those over 55 in the past year
      175 million active users
      Average users have 120 friends
      18 million update daily
      Over 3 Billion minutes spent on Facebook daily
      Source: http://www.facebook.com/press/info.php?statistics
    • 15. What Did they find important?
    • 16. www.realtor.org/righttools
    • 17. “Failing to make a decision (to change) is simply not an option – the market will make one for you.”
      (Swanepoel Report)
    • 18.
    • 19. Living the Code
      Duties to Clients and Customers
      Standards of Practice 1-2
      “The duties imposed by the code of ethics encompass all real estate related activities and transactions whether conducted in person electronically or through any other means”
    • 20. Tools of the TradeIt’s Part of Your Image!
    • 21. Laptop Essentials
      14-Inch TFT Color Screen
      WiFi and Bluetooth Receiver (built in)
      95% full size spill proof keyboard
      Good speakers
      Dell Discount Available for REALTORS® via REALTOR®-Benefits
      Leasing versus Renting?
    • 22. Docking Station
    • 23. Mac vs. PC
    • 24. Laptop Questionnaire
      Consider a tablet or portable laptop (12-14” screen)
      Consider a portable laptop (12-14” screen)
      Consider a desktop replacement (15-17” screen)
      1
      2
      3
    • 25. Bluetooth
      Personal Wireless Network
    • 26. ConvergenceModels
      Palm OS powered PDA like theTreo or Centro offer touch screen and infra red
      Pocket PC powered PDA offers “Outlook”like performance and productivity
      Blackberry combines user friendly keyboards with easy-to-use design for calls and E-mail on the go!
    • 27. ConvergenceModels
      3G technology gives iPhone fast access to the Internet and E-mail around the world
      iPhone 3G makes it possible to do more in more places
      Surf the web
      Download E-mail
      Get directions
      Watch video
      Even while you’re on a call
    • 28.
    • 29.
    • 30. The Most Useful Tools
      Check E-mail
      Return phone calls
      Schedule meetings and showings
      Make follow up and prospecting calls
      Search MLS and pricing info
      Avoid missing appointments
    • 31. Camera Features
      Megapixels
      More megapixels equals more detail
      ZOOM Lens
      10-16x w/ digital enhancement
      28mm or as close as possible
      Compare optical zoom
      Ignore digital zoom
      Size, ease-of-use, and price
    • 32. Camera Features
      Memory/Storage
      Same card as your phone or PDA
      Image stabilization
      Ensures sharp pictures if you’ve got a shaky hand
      Or when using the zoom for close-ups
      Better software
      Image editing
      Archiving
      Stitching to create panoramic images
    • 33. Panasonic Lumix TZ5
      91-megapixel
      10x optical zoom Leica DC lens
      720p HD motion pictures
      3-inch LCD screen
      28mm to 128 mm
      Image Stabilization
    • 34. Samsung NV24HD Pros
      - 24mm wide in both photo and video mode.
      - HD video, but the HD does crop the top and bottom. IE the non HD mode will record a wider image vertically.
      Samsun Cons:
      - Video length is only 25 minutes. (let me know if the newer cameras last longer)
    • 35. www.magneticlenses.com
    • 36. Photos – what not to do!
      Using Bad Photos as a Marketing Tool?
    • 37. 37
    • 38. www.Google.com/Picasa
    • 39. www.Picnik.com
    • 40. VT of What Not to Do
    • 41.
    • 42. Electronic Signatures
      UETA = Uniform Electronic Signature Act (1999)
    • 43.
    • 44. Fax – Just say no!
    • 45. Transaction Management
    • 46. www.RealFutureCRM.com
    • 47. Microsoft Outlook
    • 48. www.PatZaby.com
    • 49. Living the Code
      Article 12
      Honest and Truthful Communications
      Standards of Practice 12-5
      Standards of Practice 12-8 through 11
      New Standards of Practice related to Article 12 effective January 1, 2008
    • 50. E-mail Still Rules
      Pew Internet Life 2008
    • 51. E-mail Etiquette
      Get to the point
      Business writing
      Punctuation
      Abbreviations
      Easy on the formatting
      Spam
      Check yore spelling
      Reread before sending
      Always use a signature
      New subject line when subject changes
    • 52. Types of E-mail Systems
      Web-based Systems
      POP vs SMTP
      Outlook
      AOL
      MRIS E-mail
      Attachments
      Signature Lines
      Vacation Messages
      “Free” E-mails
      GMail
      Hotmail
      Yahoo
      Distribution Lists
      Contacts
      Instant Messages
    • 53. E-mail Disclosure
    • 54. E-mail Newsletter
      Clickable Links
      Photos
      Graphics
      E-mail Merge
    • 55. Getting Help
      Be consistent
      Monthly is good
      Permission based only
      – Always ask permission before youstart sending the E-mail
    • 56. NAR Opinion of CAN SPAM
      E-mail is to be used for
      Responses to Inquires
      Contact clients and firms involved in a transaction
      Remain in contact with former client
      Promote property listings
    • 57. Search Engine Marketing
      OfflineMarketing
      RelatedSites
      Marketing on the Web
      Listing Aggregators
      Directories
      Site Advertising
      3rd party Lead Generation
      Yard Signs
      Flyers
      Print Ads
      Direct Ads
      Promotional Items
      Events
      Organic Results
      Paid Results
    • 58.
      • Great Real Estate Websites include: -Easy Navigation -Provides Information about your Services -Focus on Building Relationships -Area information -MLS / IDX Information
    • Screen Capture
      www.snagit.com
      www.jingproject.com
      www.screencast-o-matic.com
      www.Camtasia.com
    • 59.
    • 60.
    • 61.
    • 62.
    • 63. www.LowesRealtorBenefits.com
    • 64. www.HomeFeedBack.com
    • 65.
    • 66. www.Realtor.org/Library
      www.Realtor.org/Research
    • 67.
    • 68. Text / SMS Google 411
      Google Reader
      Google GMail
      Google Calendar
      Google Talk
      Google Toolbar
      Google Earth (SnagIT)
      Google Analytics and Webmaster tools
    • 69. Google.com/maps
    • 70.
    • 71. Google.com/alerts
    • 72. Google.com/mail
    • 73. Google.com/docs
    • 74. Skype
    • 75. www.goaruna.com
    • 76. Search Engine Marketing
      PAID ADS
      PAID ADS
      Organic Search
    • 77. Pay-Per-Click Advertising
      Marketers accountable for delivering an actual return on advertising dollars
      Brokers purchase key words
      **Reciprocal Links Are Dead (for now)
    • 78. Aggregator andOnline Classified Sites
      Aggregator provides leads back to broker via link to broker’s listing
      Online classifieds provide agents with opportunity to expand their marketing reach to more prospective buyers
    • 79. Web Analytic Solutions
      Google Analytics
      WebTrends
      VisiStats
      GetClicky
    • 80. Characteristics of Good websites
      MUST-have features of websites
      Current listing information
      Pictures of listings
      Easy navigation
      Links to other data
      Information about community and buying process
    • 81. Ask for Input
      Easy to navigate?
      Contain information that was useful?
      Contain enough information to invite you to come back?  
    • 82. Virginia Advertising Law
      How well do you know the NAR Code of Ethics regarding your Web practices?
      How about the VAR Advertising Rules?
    • 83. Marketing Practices
      Virginia Statute 18VAC135-20-190/Article 12
      • Must disclose name and license status
      • 84. Must disclose all locations were license is held
      • 85. Brokerage name, address and phone number
    • Marketing Practices
      Banner Ads – Disclosure link must be disclosed on the banner itself, can be a hyper-link
      Cannot show listings “For Sale” if they are under contract or sold
      If posted must be removed from blog
      NAR Trademark Rule – “REALTOR” cannot be used with any adjectives
    • 86. Virginia Required Internet Rules(18VAC135-20-190)
      Agent name and licensed status must be disclosed on all solicitations or business related pages and E-mails
      Brokerage Name, address and phone number must appear on all web pages in the first viewable section
      Both must disclose all the locations in which they hold a license
    • 87. Internet Rules I
      All internet advertisement is under the direct supervision of the Broker
      Instant messages are exempt so long as previous disclosures have been made
      Chat Rooms – Disclosure must be made in every instant that you provide services or recommendations or a solicitation is made
    • 88. Internet Rules II
      Banner Ads – Disclosure link must be disclosed on the banner itself, can be a hyper-link
      Cannot show listings “For Sale” if they are under contract or sold
      NAR Rule – “REALTOR” cannot be used with any adjectives
    • 89. Popular High Risk Practices
      False Statements about Competitors and /or their practices
      Anti-Trust Violations
      Picture Manipulation or “Enhancements”
      Article 2
      Non-Violation Practices
      Posting Listings
      Being “mean”
      Vendettas
    • 90. The Brave New WorldWeb 2.0
    • 91. What is Social Media?
      Social media is people talking
      with other people on the internet!
    • 92.
    • 93. Officially, social media is “an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio.”
      http://www.wikipedia.org
    • 94. “IN 2009, IF YOU’RE NOT ON A SOCIAL NETWORKING SITE, YOU’RE NOT ON THE INTERNET.”
      IAB PLATFORM STATUS REPORT: USER GENERATED CONTENT, SOCIAL MEDIA, AND ADVERTISING - AN OVERVIEW, APRIL 2008
    • 95. Blogs
      Video
      Podcasts
      Photo Sharing
      Mapping
      Social
      Networks
      Resources
    • 96. Marketing is… having a conversation
    • 97. IT’S A FUNDAMENTAL SHIFT IN THE WAY WE COMMUNICATE.
    • 98. Turning the Megaphone around…
    • 99. Monologue
      Dialogue
    • 100. The Social Media Operating System
    • 101. Benefits of Blogs
      Blogs are effective at
      Spreading a message
      Establishing credibility and authority
      Connecting groups of interested readers
      Networking
      Giving a brand a human face
      Reaching a wide audience
      Getting exposure
    • 102.
    • 103. How Do You Get Started?
      Find a Publisher – if you want to publish
      Wordpress
      Many websites offer one-click install of blog software
      Activerain offers a free blog to REALTORS® at www.activerain.com
    • 104. How Do You Get Started?
      Choose a host
      Use the internet address assigned to you
      Upload it to a page on your existing website
      Example www.blogabcrealty.com
      Make it look like your website
    • 105. Publishing with RSS
      How are they read?
      Through Internet Explorer
      Through E-mail
      On a BlackBerry
      On a computer
      Through Instant Messaging
      Widgets
    • 106. Promoting your Blog
      On all marketing materials
      Website
      E-mail signature
      Brochures
      Notes to clients
      Share articles
      Have property search on blog
    • 107. Social Networking
      A primary benefit to social networking is the ability to reach out to consumers, even when they are NOT ready to contact you
    • 108. Participate on These Sites
      Facebook
      Linked-In
      Active Rain
      Real Estate Blogs
      Twitter
    • 109. @mattrathbun
      Twitter for Real Estate book: www.MyTechOpinion.com
    • 110. Host Your Own Show!
    • 111. Video
      With video, you can make your
      “first impression” perfect every time!
    • 112. FlipVideo
    • 113.
    • 114. Video – Where and What
      Create videos for multiple uses
      Corporate welcome message
      Your clients recommending you
      Product Demo
      Listings
      Communities
      Niches
    • 115. Video – Where and What
      Redistribute videos in multiple venues
      Website
      Yours and others
      Newsletters
      E-mail campaigns
      CDs
    • 116. Videos that Educate
    • 117. www.eyejot.com
    • 118. Add Video to Realtor.com
    • 119. Online Buyer Guides
      Search for Homes and Land for Sale
      HomeBuying Guide
      State and Federal Fair Housing Guidelines
      What Does Virginia Require of an Agent?
      Caroline County Ordinances and Regulations
      Regional Information
      Required Property Disclosure Document
      EPA Lead Based Paint Disclosure (This is the one required by Federal Law)
      EPA Radon Consumer Information
      EPA Mold Information and Disclosures for Consumers
      Consumer’s Guide to Radon
      Green Remodeling Values and Guidelines
      Walkability Score for a given neighborhood
      School Information and Evaluation
      Free Credit Information
      Consumer Explanation and Information Regarding Shortsales
      Crime Statistics
      Weather Information and Patterns
    • 120. Online Buyer Guide II
      Area Libraries
      Central Rappahannock Regional Library system, primary facility in downtown Fredericksburg (210,000 volumes)
      Caroline County Library : The main public library carries a total of 35,000 volumes in the system, head quartered in Bowling Green and serves branches in Dawn, Ladysmith and Port Royal.
      LOCAL TAXES - 2006 Tax Year Real Estate
      Caroline County:Nominal Tax Rate/$100-$.53; Assessment Ratio-100%
      Town of Bowling Green:Nominal Tax Rate/$100-$.l7; Assessment Ratio-100%
      Town of Port Royal: No separate tax imposed
      Personal Property/Automobile and Trucks
      Caroline County: Nominal Tax Rate/$100-$6.25; Assessment Ratio-40%
      Town of Bowling Green: Nominal Tax Rate/$100-$1.20; Assessment Ratio-40%
      Town of Port Royal: No separate tax imposed
      Sales and Use Tax
      Caroline County: 1%
      State of Virginia: 4%
      Zip codes by region
      Bowling Green 22427, 633-5651
      Corbin 22446, (540) 373-1513
      Hanover 23069, (540) 537-5365
      Ladysmith 22501, 448-3316
      Milford 22514, 633-5413
      Port Royal 22535, 742-5759
      Rappahannock Academy 22538, 742-5604
      Ruther Glen 22546, 448-3900
      Sparta 22552, 633-9742
      Woodford 22580, 633-6923
      Workforce and Labor Statistics
      Tract and Block Information
      Locally Issued Permits according to HUD
      Census Information
      Renting Versus Buying Calculator
      Local Marketing Information
      Remodeling Cost versus Value
      CLUE Insurance Reporting Information
      Your Local Planning Commission
      Caroline County’s Webpage
      Caroline County Public Schools
      Caroline County Public Transportation / FRED Schedule
      Hospitals Near Caroline Virginia
    • 121.
    • 122. Please share three new ideas you’ll implement in your business…
    • 123. www.TheAgentTrainer.com
      matthew@realtor.com
      Facebook.com/mattrathbun
      Twitter.com/mattrathbun

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