August 2009 Presentation of Marketing and Sales Techniques

1. LLaatteesstt MMaarrkkeettiinngg aanndd
SSeelllliinngg TTeecchhnniiqquueess

2. SSoocciiaall MMeeddiiaa EExxppeerrtt
• A joke used to refer to persons claiming
to be experts in the field of social media.
• The punch-line being that those with
enough expertise in the field know it's an
impossible field to be an expert of.

3. TTooppiiccss DDiissccuusssseedd TTooddaayy
• Marketing to First-Time Home Buyers
• Design A Marketing Plan w/ Social Media
• Building A SEO-Rich Blog
• Using Twitter To Get Clients

4. FFiirrsstt--TTiimmee HHoommee BBuuyyeerrss
• Who is a First-Time Home Buyer?
– someone buying their first home.
– someone buying their home for the first time.

5. FFiirrsstt--TTiimmee HHoommee BBuuyyeerrss
CHARACTERISTICS OF FIRST-TIME HOME BUYERS – NAR
• Forty-one percent of recent home buyers were first-time buyers.
• The typical first-time home buyer was 30 years old.
• The median income was $60,600 among first-time buyers.
• About one-quarter of first-time buyers identified their race or ethnicity as
non-white.
• Twenty percent of recent home buyers were single females, and 10 percent
were single males.
• For two-thirds of recent home buyers, the primary reason for the recent
home purchase was a desire to own a home.
Profile of Home Buyers and Sellers 2008
http://www.realtor.org/research/research/reportsbuysell

6. FFiirrsstt--TTiimmee HHoommee BBuuyyeerrss
CHARACTERISTICS OF FIRST-TIME HOME BUYERS – NAHB
• The average age of the householder was 33 years old . Almost two-thirds of these
householders were under age 35 while less than 5 percent of these householders
were over age 55.
• The average size of those households was 2.7 persons.
• The average first-time buyer household had an income of $64,074.
• About 31 percent of first-time buyers are married with children, one-person
households are about twice as likely to be male headed as female headed, but single
parent headed households are about twice as likely to be female headed as male
headed.
• About two-thirds of first-time buyers are white non-Hispanics, 11 percent are black
non-Hispanics and almost 15 percent are white Hispanics.
• Lastly the percentage of first-time buyers that were previously renters is about 77
percent.
Special Studies, January 23, 2008
Elliot F. Eisenberg, Ph.D.
Report available to the public as a courtesy of HousingEconomics.com
http://www.nahb.org/generic.aspx?genericContentID=88533

7. FFiirrsstt--TTiimmee HHoommee BBuuyyeerrss
Who is a First-Time Home Buyer?
The law defines "first-time home buyer" as a buyer who has not
owned a principal residence during the three-year period prior to the
purchase. For married taxpayers, the law tests the homeownership
history of both the home buyer and his/her spouse.
Example Groups of First-Time Homebuyers
– Recently Married
– College Grads
– Rebuilding Credit
– Emerging Markets

8. FFiirrsstt--TTiimmee HHoommee BBuuyyeerrss
• How Do You Market to Them?
– Direct To Consumer
– Referral-Based
• Topics to Market “Overcome the Obstacles to Home Ownership”
– Where Do I Get My Funds To Close?
• Hot Topic: First-Time Home Buyer Tax Credit
– How Can I Qualify and How Much Can I Afford?
• Obtain basic knowledge of FHA and USDA financing.
– Why Should I Buy A House?
• Rent v. Buy Analysis
• Tax Benefits

9. Design A Marketing PPllaann ww// SSoocciiaall MMeeddiiaa
• The Most Important Advice I Can Give
You Today Is …
“Do Everything With A Plan!”

10. Design A Marketing PPllaann ww// SSoocciiaall MMeeddiiaa
1. Indentify a Specific Target Market
It may consist of …
• home buyers that receive the most benefit from the
service that you provide.
• home buyers with whom you share distinct
commonalities.
• home buyers that you are more strategically
positioned to serve.
• today’s hot market trend followers.

11. Design A Marketing PPllaann ww// SSoocciiaall MMeeddiiaa
2. Establish Your Unique Selling Position
• Why would someone want to do business with you?
• What differentiates you from your competition?
• What is your niche?
• Know your strengths.
• Know your weaknesses.

12. Design A Marketing PPllaann ww// SSoocciiaall MMeeddiiaa
3. Set Goals and Forecast Your Results
• Determine how much you want to make in
the next 24 months.
• Estimate how many transactions it will take
to reach that goal.
• Estimate how many hours a week it will take
you to reach your goal.

13. Design A Marketing PPllaann ww// SSoocciiaall MMeeddiiaa
Push and Pull Marketing
Classic Definitions:
• A push strategy in marketing is used when the product
is "pushed" to the consumer by distribution and
promotion.
• In a pull system, the consumer requests the product
and "pulls" it through the delivery channel.

14. Design A Marketing PPllaann ww// SSoocciiaall MMeeddiiaa
Push and Pull Marketing
The “Steve Lines Social Media” Definitions:
• A push strategy in social media is using social
networking (linked-in, facebook, twitter, etc.)
to "push" your product to your target market. What is
your product? You! In other words, referral marketing.
• A pull system in social media is providing and
promoting information, tools and service that your
target market will seek after and request (ex.
blogging).

15. Design A Marketing PPllaann ww// SSoocciiaall MMeeddiiaa
Act Methodically and Track Your Results
• Define Your Production Units
• Seek Feedback
• Modify Your Actions If Your Actual
Results Do Not Meet Your Forecast

16. Time TToo CCoonnvviinnccee TThhee SSkkeeppttiicc
“Social Media,
I don’t get it!
What could social
media possibly do for
me?”

17. Time TToo CCoonnvviinnccee TThhee SSkkeeppttiicc
“Why would I need
social networking, I’m a
member of a networking
group already.”

18. Time TToo CCoonnvviinnccee TThhee SSkkeeppttiicc
LinkedIn is a business-oriented
social networking site mainly used for
professional networking. As of May
2009, it had more than 40 million
registered users spanning 170
industries. The purpose of the site is to allow registered users to maintain a list
of contact details of people they know and trust in business.
A contact network is built up consisting of their direct connections, the
connections of each of their connections (termed second-degree connections)
and also the connections of second-degree connections (termed third-degree
connections). This can be used to gain an introduction to someone you wish to
know through a mutual, trusted contact.
It can then be used to find jobs, people and business opportunities
recommended by someone in one's contact network.

19. Time TToo CCoonnvviinnccee TThhee SSkkeeppttiicc
“Sounds like I can join any
number of networking group
with like-minded
professionals with similar
interests and backgrounds
who are willing and able to
refer their friends, family
and co-workers to me.
Hey, I could use that for
push marketing.”

20. Time TToo CCoonnvviinnccee TThhee SSkkeeppttiicc
“You haven’t seen my
sphere of influence. I bet
that if I sat down and put
pencil to paper, I might be
able to come up with 30 or
40 names of people I know.
If I tell them I’m a loan
officer, they might use me to
finance their next house.”

21. Time TToo CCoonnvviinnccee TThhee SSkkeeppttiicc
Facebook is a free-access social
networking website. Users can join
networks organized by city,
workplace, school, and region to
connect and interact with other
people. People can also add friends and send them messages, and update their
personal profiles to notify friends about themselves. A February 2009
Compete.com study has ranked Facebook as the most used social network by
worldwide monthly active users.

22. Time TToo CCoonnvviinnccee TThhee SSkkeeppttiicc
“Wow, I signed on Facebook and I
reconnected with 200 of my old
friends, relatives, past coworkers
and past customers. I can keep
in touch with all of them just by
updating my status. Plus, every
time that I talk to them, all of their
“friends” get my updates too. It
sounds like I could use that to
generate referral business.”

23. Time TToo CCoonnvviinnccee TThhee SSkkeeppttiicc
“I don’t need that social
media junk. I have a
company that sends out
monthly newsletters for me
and birthday reminders.
I also email my database
with interesting news
articles and call them to see
what they thought about it.”

24. Time TToo CCoonnvviinnccee TThhee SSkkeeppttiicc
Facebook gives you birthday
reminder prompts for all of your
friends and you can contact
everybody at any time.
Linkedin allows you to participate in
discussion panels with your
networking groups about relevant
current events.

25. Time TToo CCoonnvviinnccee TThhee SSkkeeppttiicc
Blogging allows you to demonstrate
your expertise and knowledge in your
field. You can set up your blog so
that every time you post and article,
your entire database is notified.
Twitter lets you broadcast in real-time
any current event.

26. Time TToo CCoonnvviinnccee TThhee SSkkeeppttiicc
All of the above provide an opportunity for both push and pull marketing (referral
generation and direct-to-consumer marketing). They all allow you to be a member
of a community and control the media. You can set yourself up to be the expert
source of relevant information for your referral partners and customers.

27. EEffffeeccttiivveenneessss aanndd EEffffiicciieennccyy
• Traditional marketing tools are effective
and proven. However, many people still
do not see the purpose and benefit of
social media (social networking).
• I hope that you can see that social media
can be used to enhance proven traditional
marketing strategies.

28. BBuuiillddiinngg AA SSEEOO--RRiicchh BBlloogg
• Basic Terms:
– A blog (a contraction of the term "weblog") a type of website,
with regular entries of commentary.
– Search Engine Optimization is the use of various techniques to
improve a web site's ranking in the search engines and thus
attract more visitors.
– A post is an entry made by someone on their blog.
– The anchor text is the visible, clickable text in a hyperlink.
– Hyperlink is a reference in a document to an external piece of
information. The most common usage is in the Internet to
browse through web pages.
– Keywords are specific words or phrases often within the content
of a website. Search engines use keywords in order to search
for relevant websites.

29. BBuuiillddiinngg AA SSEEOO--RRiicchh BBlloogg
• First Thing, Remember Your Marketing
Plan.
– Who is your target market?
– What is your unique selling position?
• Pick a keyword-rich, descriptive web
address that is tailored to your target
market.

30. BBuuiillddiinngg AA SSEEOO--RRiicchh BBlloogg
I recommend WordPress.
• High Usage – No need to recreate the
wheel and ever-evolving designs, tools
and functionality
• User Friendly – Easy to set up, lots of
resource material for experienced users
and beginners.
• Free!

31. BBuuiillddiinngg AA SSEEOO--RRiicchh BBlloogg
• Steps to Set Up A SEO-Rich Blog
http://yoast.com/articles/wordpress-seo/

32. BBuuiillddiinngg AA SSEEOO--RRiicchh BBlloogg
• Write SEO-Rich Posts
– Always Write Quality Content
– Always Use a Plan!
– Always Benchmark Your Competitors!
• Post Topic
– Title
– Description
– Keywords Promoted
– Body Text Has Proper Keyword Density
– H1 Headings
– Bold Text
– Anchor Text
– Image Alt Text
– Always Prompt Action and / or Contact

33. BBuuiillddiinngg AA SSEEOO--RRiicchh BBlloogg
Link Building is the core of any website promotion
strategy. Google and other search engines are known to
trust websites with lots of high-quality incoming links.
• Use a plan!
• Check who your competitors are getting their links from.
• Get links from leading sites in your community.
• Make sure the alt text is specific to the theme and
keywords you are promoting on your blog.
• Try to get “do follow” links
• Some argue that it isn’t necessary, but it is still a good
idea to try to get links from sites w/ a high google page
rank.

34. BBuuiillddiinngg AA SSEEOO--RRiicchh BBlloogg
Highly Recommended SEO Tools
• Google Keyword Tool
https://adwords.google.com/select/KeywordToolExternal
• Google Analytics
• Google Webmaster Tools
• Link Assistant SEO PowerSuite

35. UUssiinngg TTwwiitttteerr TToo GGeett CClliieennttss
• What Is Twitter?
• Twitter is a free social networking and micro-blogging service that
enables its users to send and read each others' updates, known as
tweets. Tweets are text-based posts of up to 140 characters,
displayed on the author's profile page and delivered to other users -
known as followers - who have subscribed to them.

36. UUssiinngg TTwwiitttteerr TToo GGeett CClliieennttss
• WHY?
– Belong To A Community
– Be the Source of Media
• HOW?
– Stick to Your Marketing Plan
• Build Your Community
• Choose Your Followers – Quality of Quantity

37. UUssiinngg TTwwiitttteerr TToo GGeett CClliieennttss
– Import your database
– Follow the Leaders
– Pick Your Niche, Join The Community

38. UUssiinngg TTwwiitttteerr TToo GGeett CClliieennttss
• Good Twitter Posts Ideas (I Hate Spam)
1. Talk to people about THEIR interests, too. I know this doesn’t sell
more widgets, but it shows us you’re human.
2. Point out interesting things in your space, not just about you.
3. Share links to neat things in your community. ( @wholefoods
does this well).
4. Don’t get stuck in the apology loop. Be helpful instead.
( @jetblue gives travel tips.)
5. Be wary of always pimping your stuff. Your fans will love it.
Others will tune out.
6. Promote your employees’ outside-of-work stories.
( @TheHomeDepot does it well.)
7. Throw in a few humans, like RichardAtDELL, LionelAtDELL, etc.
8. Talk about non-business, too, like @astrout and @jstorerj from
Mzinga.

39. UUssiinngg TTwwiitttteerr TToo GGeett CClliieennttss
• Good Twitter Posts (I Hate Spam)
Ideas About WHAT to Tweet
1. Instead of answering the question, “What are you doing?”, answer the question,
“What has your attention?”
2. Have more than one twitterer at the company. People can quit. People take
vacations. It’s nice to have a variety.
3. When promoting a blog post, ask a question or explain what’s coming next,
instead of just dumping a link.
4. Ask questions. Twitter is GREAT for getting opinions.
5. Follow interesting people. If you find someone who tweets interesting things, see
who she follows, and follow her.
6. Tweet about other people’s stuff. Again, doesn’t directly impact your business,
but makes us feel like you’re not “that guy.”
7. When you DO talk about your stuff, make it useful. Give advice, blog posts,
pictures, etc.
8. Share the human side of your company. If you’re bothering to tweet, it means
you believe social media has value for human connections. Point us to pictures and
other human things.
9. Don’t toot your own horn too much. (Man, I can’t believe I’m saying this. I do it all
the time. – Side note: I’ve gotta stop tooting my own horn).
10. Or, if you do, try to balance it out by promoting the heck out of others, too.
http://www.chrisbrogan.com/50-ideas-on-using-twitter-for-business/