To get started, let’s compare “traditional media” such as radio, newspapers, TV and billboards to “new media”.
Characteristics of traditional media: “broadcasts your message to many potential customers, but may not be able to target your message that well “a shotgun approach” – hope the message sticks to some expensive difficult to measure ROI
Traditional Media pushes the marketer’s message out – so called “outbound marketing” – where properties and the salesperson’s marketing message is broadcast.
New media involves using Internet to market in one of three ways: Directly one-to-one (i.e. from one person to another person – not practical using traditional media due to costs) From one-to-many (i.e. from one person to many people at the same time – kind of like traditional media) From many-to-many (i.e. from many people to many people at the same time – not possible using traditional media alone) Advantages of new media include: Drastically reduced costs Vastly expanded ability to communicate with more people (i.e. to expand the sales funnel) Easier to target your message to segment of customers Metrics and ROI are easier to measure
Considered “In-bound Marketing” where prospects come to you because you have demonstrated to them some value.
Of course the purpose of marketing is to assist our sellers get the broadest market exposure so they obtain the highest price, in the shortest amount of time, with the least disruption and trouble to them. We also market ourselves, through advertisements as well as by demonstrating our expertise.
Social Media Marketing does the same thing, but uses the new on-line tools to accomplish what we have been doing for some time, usually at much cheaper prices and with greater effectivity to a much larger audience.
Creative power or creative imagination will help you stand out from the crowd – to shine! Be the “purple cow” in your area.
“If you always do what you’ve always done, you will always get what you always got” Dale Carneige
Are you aware of things that you, or perhaps competitors have done, to stand out in a positive way. <… seek participant input to generate a discussion around ideas to stand out , and create the demand for your services …>
Better informed Expect all listings to be on-line Do not want to be “Sold” to Want a trusted advisor Desire transparency Demand efficiency
The Property Show - George O'Neill - Why Social Media Matters
Why Social Media
Matters in Real Estate
• 2nd Generation Realtor®
• Personal Investments 20 yrs
• Licensed in Sept. 2007
• CEO, Broker of Record
• 24 x 7 Digital Marketing
• Top ~ 10% Master Sales
• 25 yrs Marketing & Sales
• Deloitte & PwC , Globally
• Founder remarkto (RETechTO)
• Founder remarkto2010 Summit
• Adjunct Prof. Humber College
• Speaker & Educator
Education - B.Sc. & M.Sc., Eng. (UNB) - MBA (Queen’s)
Social Media Marketing Summit For Real Estate, November 30, 2009
Real Estate Search
Source: California Association of Realtors®