Online Marketing for Real Estate


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How to use online to become your neighborhood expert.

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Online Marketing for Real Estate

  1. 1. Online Marketing for Real Estate
  2. 2. <ul><li>PropertyGenie markets on behalf of 1,200+ estate agency offices nationally </li></ul><ul><li>Feedback from the leading agencies: </li></ul><ul><ul><li>50% - 70% of leads generated online </li></ul></ul><ul><ul><ul><li>Property Portals e.g. PropertyGenie </li></ul></ul></ul><ul><ul><ul><li>Estate Agency Websites </li></ul></ul></ul><ul><ul><li>20% - 30% of leads from FOR SALE boards </li></ul></ul><ul><ul><li>Remainder from Open Houses and print </li></ul></ul>Where are all the leads?
  3. 3. Foundation of RE online Marketing <ul><li>80 : 20 Rule </li></ul><ul><li>Own Website </li></ul><ul><li>Property Portal(s) e.g. PropertyGenie </li></ul><ul><li>This is the minimum you should be doing </li></ul>Only consider investing time in additional initiatives once you have established this solid foundation.
  4. 4. Building on your Foundation using Social Media Principles (and Tools)
  5. 5. Social Media: Why all the fuss? It’s where a majority of the online audience resides. It’s how they consume / interact with digital media
  6. 6. Focus on the PRINCIPLES, not the tools
  7. 7. Where we think the opportunity is: <ul><li>Use your own website & a selection of social media tools to: </li></ul>Position yourself as the market and neighborhood expert
  8. 8. Consider the following: Why?
  9. 10. <ul><li>Initial Action: (Secondary Action) </li></ul><ul><ul><li>Researching online (36%) (20%) </li></ul></ul><ul><ul><li>Drive through neighborhoods (20%) (18%) </li></ul></ul><ul><ul><li>Contact Real Estate Agent (18%) (25%) </li></ul></ul><ul><ul><li>Print ads (8%) (11%) </li></ul></ul><ul><ul><li>Open Houses (4%) (11%) </li></ul></ul><ul><li>Most useful tool </li></ul><ul><ul><li>Researching online (42%) </li></ul></ul><ul><ul><li>Contact a Real Estate Agent (22%) </li></ul></ul><ul><ul><li>Drive through neighborhoods (10%) </li></ul></ul><ul><ul><li>Open Houses (6%) </li></ul></ul><ul><ul><li>Print ads (5%) </li></ul></ul><ul><li>Least useful tool </li></ul><ul><ul><li>Print ads (28%) </li></ul></ul>Location, Location, Location Buyer Behaviour Survey conducted by National Polling Service for OBEO
  10. 11. <ul><li>79% used the internet moderately to extensively </li></ul><ul><li>+90% used the internet to some degree </li></ul><ul><li>3 key search criteria: </li></ul><ul><ul><li>Price </li></ul></ul><ul><ul><li>Location </li></ul></ul><ul><ul><li>No. Bedrooms & Bathrooms </li></ul></ul><ul><li>Key information required: </li></ul><ul><ul><li>Detailed information about the home </li></ul></ul><ul><ul><li>Photographs </li></ul></ul><ul><ul><li>Neighborhood information </li></ul></ul><ul><ul><li>Ability to e-mail / print home details </li></ul></ul>Location, Location, Location Buyer Behaviour Survey conducted by National Polling Service for OBEO
  11. 12. Real Estate Selection Cycle YAHOO! research Are you positioned online as THE EXPERT for your area? <ul><li>Awareness </li></ul><ul><li>Consumer typically initiates research </li></ul><ul><li>process by asking friends / family for </li></ul><ul><li>recommendations. </li></ul>3. Selection Consumer selects an agent / agency. 4. Recommendation Consumer recommends the agency they selected to friends / family looking for an agent. 2. Confirmation Conducts follow-up research online to confirm the recommended agent / agency will be right for their needs.
  12. 13. Typical Real Estate Website Geo-Structure How much suburb / neighborhood information does your website supply? Province Region Region Region City / Town City / Town City / Town City / Town Suburb Suburb Suburb Suburb Suburb Suburb
  13. 14. Why not consider this? Province Region City / Town Suburb Suburb Branch Information: Description (Sales Pitch) Services Offered Contact Details Agent Details Properties for sale Agent Profiles: Photos Services Offered Contact Details Houses for sale Neighborhood Information: Description Photos / videos Amenities & attractions Properties for sale Properties on show BLOG: News about the area News about the market Questions answered Reader’s Comments
  14. 15. <ul><li>Provide Neighborhood information </li></ul><ul><ul><li>Write about it! Events, developments, news </li></ul></ul><ul><ul><li>Answer Questions </li></ul></ul><ul><ul><li>Respond to comments </li></ul></ul><ul><li>Where? </li></ul><ul><ul><li>On your website </li></ul></ul><ul><ul><li>On PropertyGenie </li></ul></ul><ul><ul><li>Establish a Blog </li></ul></ul><ul><ul><ul><li>Upload Videos </li></ul></ul></ul><ul><ul><ul><li>Promote on Facebook etc. </li></ul></ul></ul><ul><ul><ul><li>Always link back to your contact details </li></ul></ul></ul>Become The Expert
  15. 16. In Summary <ul><li>Follow the 80 : 20 Rule </li></ul><ul><ul><li>Own Website </li></ul></ul><ul><ul><li>Property Portals like PropertyGenie </li></ul></ul><ul><li>Once you have the foundation in place: </li></ul><ul><li>Establish a strong online presence positioning yourself as THE expert in your area </li></ul><ul><ul><li>Neighborhood information & news </li></ul></ul><ul><ul><li>Allow for and answer questions </li></ul></ul><ul><ul><li>Consider Video </li></ul></ul>
  16. 17. - For more information - Visit: E-mail: [email_address] Tel: 021 481 4811