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Millennium Marketing        Maura Neill ABR, CRS, CDPE, e-PRO, REALTOR®       about.me/mauraneill
On Twitter?Tweet live during this class!  @MauraNeill
Word of Mouth Marketingis the most powerful form of         marketing there is.
Technologymagnifies it
Business has shifted.        How do you market in the                   virtual world?
Web 1.0  Email and Static  Business     Websites    Cards  Print: Direct mail,signs, business cards
New MediaBlogs, Video, Photos, Local          ContentAgents Reviews, Facebook,  Social Media, Google         Searches
You spend less time converting prospects to clients when you  already have people who: • Know you • Like you • Trust you
What We’ll CoverGetting your   InternetHub                Online and Site found      the Code                and Spokes   ...
Look for ideas, concepts, techniques for which you see animmediate use back at the office
Research the ConsumerThe more you know about them, the easier  it is to create service strategies online.
Realtor.org
Profile of Home Buyers and Sellers____ Typical age of home buyers 42____ Typical age of home sellers____ % of buyers – sin...
Profile of Home Buyers and Sellers____ Typical age of home buyers 42____ Typical age of home sellers 53____ % of buyers – ...
Profile of Home Buyers and Sellers____ Typical age of home buyers 42____ Typical age of home sellers 53____ % of buyers – ...
Profile of Home Buyers and Sellers____ Typical age of home buyers 42____ Typical age of home sellers 53____ % of recent bu...
Profile of Home Buyers and Sellers____ Typical age of home buyers 42____ Typical age of home sellers 53____ % of recent bu...
Profile of Home Buyers and Sellers____ Typical age of home buyers 42____ Typical age of home sellers 53____ % of recent bu...
Profile of Home Buyers and Sellers____ Typical age of home buyers 42____ Typical age of home sellers 53____ % of recent bu...
Profile of Home Buyers and Sellers____ Typical age of home buyers 42____ Typical age of home sellers 53____ % of recent bu...
Getting Your Site FoundWho is your                    On Page and OffConsumer?                         Page SEO           ...
Develop an Online Strategy• Building Brand• Building Links• Creating Buzz• Creating Traffic• Creating SM  presence• Lead G...
“I Have No Time For…”•   Social media•   Blogging•   Photos•   Videos•   Email marketing•   Anything more than I already do!
Rule of Thirds                                       from Chris Brogan             New                                    ...
“I Have No Time For…”•   Social media•   Blogging•   Photos•   Videos•   Email marketing•   Anything more than I already do!
BY THE NUMBERS
What Do These Numbers         Mean To You?7591687760
What Do These Numbers        Mean To You?75 % of time spent on “social” Internet91687760
What Do These Numbers        Mean To You?75 % of time spent on “social” Internet91 % of homebuyers start search online687760
What Do These Numbers          Mean To You?75 % of time spent on “social” Internet91 % of homebuyers start search online68...
What Do These Numbers         Mean To You?75 % of time spent on “social” Internet91 % of homebuyers start search online68 ...
What Do These Numbers        Mean To You?75 % of time spent on “social” Internet91 % of homebuyers start search online68 %...
What Do These Numbers    Mean To You?25
What Do These Numbers    Mean To You?25   % of consumers who     complete an action on a     real estate site the same    ...
You cannot have a marketing   plan that does not include                 the Internet.
BACK TO BASICS
What is a Brand?• It’s who you are.• It’s what sets you apart.• It’s what your clients think of when  they think of you.• ...
Are You the SameOnline and Offline?
YOU are Your Brand
Do You Have a Logo?
Get a Professional Logo... (that doesn’t look) Cheap
Are You Using Your Photo?• Does it look like you? (in other  words, is it current?)• Is it professional?• Is it friendly? ...
Consistency is Key•   Logo•   Colors•   Recognizable photo•   Voice•   Niche•   Message•   Passion
Get To Know Your Consumer:The more you know about them, the easier  it is to create service strategies online.
Who are you trying to reach?What do you know about this group?Is there one message or many for them?MARKETING ANALYSIS
Getting Your Site FoundTarget Market Demographics • With whom do you work?  With whom do you want to work? • What informat...
Defining Your Audience & Yourself• How do you define the market you  serve? Is it geographic? Ethnic? By  gender or age? B...
YOUR ONLINEMARKETING HUB
Why a Hub?  You can’t sell a home onLinkedin, Facebook, Twitter,   Pinterest, or Youtube… …but you can send them  somewher...
That is the Power of the   Hub and Spokes
Facebook                                 Personal        Facebook        Business                                      Twi...
Website Implementation• Website• Blog  – Wordpress  – Dakno (dakno.com)• Facebook Profile and/or Business  Page• Business ...
Website Features• Search for all local marketplace  inventory• View multiple photos and videos for  listings• Contact an a...
Don’t Forget:• View multiple photos and videos for  listings• “Contact Me” page• Help finding lenders & other service  pro...
How do you address the needs of        the consumer?• Integrity of your company  (think testimonials)• Knowledge of the pr...
To Blog or Not To Blog:Is There Really Any Question?
If you haven’t yet startedblogging for your business…                     WHY NOT?
Blogging Platforms
Think of a  Wordpress site as  a container – that  is open to all  types of content.Website = StaticBlog = Dynamic        ...
Already Have a Website?• Add to your website as Yourwebsite.com/Blog  – Adds to Search Engine Optimization  – Create a con...
Blogging:           Buzzword or Business Booster?Photo credit: “BusinessWeek cover” by moxliukas on Flickr.com
Benefits of BloggingPhoto credit: “Audience” by thinkmedialabs on Flickr.com
Benefits of BloggingPhoto credit: “Buy Fresh, Buy Local (lomo)” by stevegarfield on Flickr.com
Benefits of Blogging
Benefits of BloggingPhoto credit: “Bullhorn” by carolbrowne on Flickr.com
What Should I Blog?   Content is King
Local Market StatsPhoto credit: “Central Scottdale [sic] Real Estate Market” by athomeinscottsdale on Flickr.com
Local Dining
Local News
Local Events & Things To Do
Buyer and Seller Tips
DIY Home Tips
Photos and Videos
YOU!Photo credit: “Who Are You?” by adewale_oshineye on Flickr.com
Guest Bloggers• Partner with other local experts in  related fields• Student interns (also great for  photography + video ...
Keys to Blogging Success•   Put a (written) plan in place•   Keep a running topics list / notebook•   Know your target aud...
Blog Sharing –Already On My Site = SEO Gold
Go Mobile
Wordpress Users:                Responsive DesignMobile devices will become the most popular wayto access the internet, wh...
Responsive Design
Responsive DesignMaking Your Site Mobile
Responsive DesigniPhone                             iPad
Chat . . . Text Messaging
ON PAGE AND OFF PAGE SEO
SEO is...• The process of improving your website’s  ranking in search engine results• Spiders crawl your site and determin...
5 Key Items That Will    5 Key Items That Will Help              Help Your SEO             Your SEO•   Domain Name•   Doma...
HTTP://WWW.GOOGLE.COM/ANALYTICS/
www.googlekeywordtool.com/
Tools• www.googlekeywordtool.com• marketing.grader.com• www.google.com/analytics
SEO Tactics to Apply• Install Google Analytics on your website  to establish baseline data on traffic• Create a keyword hi...
Social Media
Website = Central Focus                              Facebook                              Personal        Facebook       ...
You can’t be everywhere …(C) by Kim |
Establishing your presenceWHERE DO YOU NEED TO BE?
Where Are You?
Where Are YourPotential Clients?
Profiles Need Consistency• Bio• Company & contact information  up-to-date• Photo• Are you always the same you?• Are you in...
Balance it all by  FOCUSING ON YOUR LOCALS
“Always have something to sell,   but don’t always be selling.”                   ~ Chris Brogan
What to Post• Basic systems in place to keep  fans engaged.   – Fill in the blank Friday   – Photo Friday   – Update on st...
Encourage Call to Action
Ask Questions
Ask Questions
Fill in the Blank
Ask Questions
Don’t Forget Your Raving Fans
Community – FB Group
Don’t Want a Biz Page?Find Your Facebook Niche
Finding Your Facebook NicheBobbi Howe’s Saturday Morning Runners
Branded Facebook   Business Page
Have Less Than 100 Fans?• Don’t be discouraged• People are LURKERS• 90% who read your comment will  not  – Like  – Engage ...
Use Action Words toEncourage Engagement
Harvesting the Information at       Your Fingertips
Letting Facebook Do the Work           For YouFrom Raziel Ungar ~ Burlingame, CA• Clients’ hobbies, interests• What you se...
Harvesting Facebook for    Client InformationBirthdays & Anniversaries
Harvesting Facebook for           Client InformationFacebook gathers usefulinfo for you!Timeline-style page(above); old pa...
Facebook Graph Search
Facebook:            Your Blog’s Best FriendAdd the “Like” button to your website to link your Facebook Business Page to ...
Twitter
Tweet Along With Me• Listening – who’s talking about  what?• Conversation – jump right in• Twitter search – key words for ...
Twitter Basics•   Who should you follow?•   How do you get followers?•   What should you be tweeting?•   What is a hashtag...
Google+
Are You on G+ Yet?• The new kid – who’s using?• Google owns #1 and #2 search  engine – Google + YouTube• Public posts are ...
Google+ Public Posts               Make your               posts public
Hootsuite• Manage Facebook, Twitter, G+,  Foursquare, LinkedIn, Wordpress, MySpace  – all from one dashboard• Schedule twe...
Hootsuite
Blog Share – Social Sharing
Email Marketing:Permission, Not Forgiveness
Just because you have my email address does not mean you have mypermission to add me to your email list.   Can Spam Act: A...
Email Marketing• An opt-in is much more valuable  than an apathetic past client• An opt-out can hurt you• Produce quality ...
EmailStationery.com• Branded every email:  – Email signature - $109  – Email stationery - $229  – Signature + stationery -...
My Favorite Email Platforms                 V• Mailchimp.com – FREE for up to  2,000 subscribers, fewer than 12,000  email...
Following the Rules:The Code of Ethics & Standards of Practice   and Fair Housing in the Online World
“Anytime we interact in socialenvironments online we are still obligated by these laws and         regulations.”
Writing, marketing in a Web2.0 world needs to follow the same guidelines you use in      print advertising.
Where can You get                        into trouble?•   Facebook             • YouTube•   Twitter              • Anywher...
Potential Fair                   Housing Violations• When creating a blog post or updating your  Facebook page or profile,...
Potential Fair                    Housing Violations• Don’t answer questions about crime in a  neighborhood• Don’t write a...
Social Media Landmines        For You       • Always make sure that your         company name and         professional sta...
Social Media Landmines    for Your Clients       • Have your clients make a list of         all the social media sites on ...
Client Confidentiality• If your client chats with you on  Facebook, remember to stay off their  wall.• Never post about pr...
Company PrivacySocial media sites are the new water        cooler conversation.
Company Privacy• Using stories about transactions or  situations in the firm is playing with fire.• Be sure to comply with...
The Code of Ethics &Standards of Practice
Article 12• Be honest and truthful in real  estate communications.• Present true picture in advertising,  marketing, and o...
Standard of Practice 12-5           • Cannot advertise real             estate services or listed             property in ...
Standard of Practice 12-8• Obligation to present  true picture includes  information on  REALTORS®’ Web sites.• Use reason...
Standard of Practice 12-9• REALTOR® firm Web sites shall  disclose the firm’s name and  state(s) of licensure in a  reason...
Standard of Practice 12-10        REALTORS® are prohibited from:        1) Engaging in deceptive or           unauthorized...
Standard of Practice 12-11• REALTORS® intending to share  or sell consumer information  gathered via the Internet shall  d...
Standard of Practice 12-12           REALTORS® shall not:           1) Use URLs or domain              names that present ...
Article 15• REALTORS® shall not knowingly or recklessly  make false or misleading statements about  competitors, their bus...
Plagiarism andCopyright Infringement
Avoiding Plagiarism• Plagiarism is using someone else’s work  and claiming it as your own   – i.e., if you copy and paste ...
Finding Material for Your       Blog Posts and Website• FreeDigitalPhotos.net (photos)• Footage.shutterstock.com (videos)•...
Where to Showcase Your       Photos and Videos• Flickr.com (photos) –  FREE and premium  (paid) accounts, great  SEO• YouT...
Super-Secret           Photo Naming Trick           via Ira Serkes, Berkeley, CAName your photo with  the address of the  ...
Ira’s Site:www.berkeleyhomes.com
Ira’s Site:www.berkeleyhomes.com
Cool Tool: Apple TV• Mirrors your iPad or  iPhone onto your  TV• In-office listing  presentations          apple.com/apple...
Find This Presentation Onlinewww.mauraneill.com/mill-marketing
Connect With Meabout.me/MauraNeill
Millennium Marketing - NW Montana Association of REALTORS - February 1, 2013
Millennium Marketing - NW Montana Association of REALTORS - February 1, 2013
Millennium Marketing - NW Montana Association of REALTORS - February 1, 2013
Millennium Marketing - NW Montana Association of REALTORS - February 1, 2013
Millennium Marketing - NW Montana Association of REALTORS - February 1, 2013
Millennium Marketing - NW Montana Association of REALTORS - February 1, 2013
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Millennium Marketing - NW Montana Association of REALTORS - February 1, 2013

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Digital marketing for REALTORS for the new millennium. Presented at the Northwest Montana Association of REALTORS, February 1, 2013.

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Millennium Marketing - NW Montana Association of REALTORS - February 1, 2013

  1. 1. Millennium Marketing Maura Neill ABR, CRS, CDPE, e-PRO, REALTOR® about.me/mauraneill
  2. 2. On Twitter?Tweet live during this class! @MauraNeill
  3. 3. Word of Mouth Marketingis the most powerful form of marketing there is.
  4. 4. Technologymagnifies it
  5. 5. Business has shifted. How do you market in the virtual world?
  6. 6. Web 1.0 Email and Static Business Websites Cards Print: Direct mail,signs, business cards
  7. 7. New MediaBlogs, Video, Photos, Local ContentAgents Reviews, Facebook, Social Media, Google Searches
  8. 8. You spend less time converting prospects to clients when you already have people who: • Know you • Like you • Trust you
  9. 9. What We’ll CoverGetting your InternetHub Online and Site found the Code and Spokes Social Media Management
  10. 10. Look for ideas, concepts, techniques for which you see animmediate use back at the office
  11. 11. Research the ConsumerThe more you know about them, the easier it is to create service strategies online.
  12. 12. Realtor.org
  13. 13. Profile of Home Buyers and Sellers____ Typical age of home buyers 42____ Typical age of home sellers____ % of buyers – single females____ % of buyers – married couples____ % of all buyers were FTHB____ % HB who found photos useful____ % buyers who would use agent again____ % of buyers who searched online
  14. 14. Profile of Home Buyers and Sellers____ Typical age of home buyers 42____ Typical age of home sellers 53____ % of buyers – single females____ % of buyers – married couples____ % of all buyers were FTHB____ % HB who found photos useful____ % buyers who would use agent again____ % of buyers who searched online
  15. 15. Profile of Home Buyers and Sellers____ Typical age of home buyers 42____ Typical age of home sellers 53____ % of buyers – single females 16____ % of buyers – married couples____ % of all buyers were FTHB____ % of buyers who found photos useful____ % buyers who would use agent again____ % of buyers who searched online
  16. 16. Profile of Home Buyers and Sellers____ Typical age of home buyers 42____ Typical age of home sellers 53____ % of recent buyers – single females 16____ % of buyers – married couples 65____ % of all buyers were FTHB____ % of buyers who found photos useful____ % buyers who would use agent again____ % of buyers who searched online
  17. 17. Profile of Home Buyers and Sellers____ Typical age of home buyers 42____ Typical age of home sellers 53____ % of recent buyers – single females 16____ % of buyers – married couples 65____ % of all buyers were FTHB 39____ % of buyers who found photos useful____ % buyers who would use agent again____ % of buyers who searched online
  18. 18. Profile of Home Buyers and Sellers____ Typical age of home buyers 42____ Typical age of home sellers 53____ % of recent buyers – single females 16____ % of buyers – married couples 65____ % of all buyers were FTHB 39____ % of buyers who found photos useful 84____ % buyers who would use agent again____ % of buyers who searched online
  19. 19. Profile of Home Buyers and Sellers____ Typical age of home buyers 42____ Typical age of home sellers 53____ % of recent buyers – single females 16____ % of buyers – married couples 65____ % of all buyers were FTHB 39____ % of buyers who found photos useful 84____ % buyers who would use agent again 84____ % of buyers who searched online
  20. 20. Profile of Home Buyers and Sellers____ Typical age of home buyers 42____ Typical age of home sellers 53____ % of recent buyers – single females 16____ % of buyers – married couples 65____ % of all buyers were FTHB 39____ % of buyers who found photos useful 84____ % buyers who would use agent again 84____ % of buyers who searched online 90
  21. 21. Getting Your Site FoundWho is your On Page and OffConsumer? Page SEO Hub and Spokes
  22. 22. Develop an Online Strategy• Building Brand• Building Links• Creating Buzz• Creating Traffic• Creating SM presence• Lead Generation?
  23. 23. “I Have No Time For…”• Social media• Blogging• Photos• Videos• Email marketing• Anything more than I already do!
  24. 24. Rule of Thirds from Chris Brogan New Executing on Servicing Prospecting Prospecting Your AccountsPhoto credit: “3 fire buckets” by Hadleywal on Flickr.com
  25. 25. “I Have No Time For…”• Social media• Blogging• Photos• Videos• Email marketing• Anything more than I already do!
  26. 26. BY THE NUMBERS
  27. 27. What Do These Numbers Mean To You?7591687760
  28. 28. What Do These Numbers Mean To You?75 % of time spent on “social” Internet91687760
  29. 29. What Do These Numbers Mean To You?75 % of time spent on “social” Internet91 % of homebuyers start search online687760
  30. 30. What Do These Numbers Mean To You?75 % of time spent on “social” Internet91 % of homebuyers start search online68 % of consumers using mobile apps in real estate search7760
  31. 31. What Do These Numbers Mean To You?75 % of time spent on “social” Internet91 % of homebuyers start search online68 % of consumers using mobile apps in real estate search77 % of public using mobile at home60
  32. 32. What Do These Numbers Mean To You?75 % of time spent on “social” Internet91 % of homebuyers start search online68 % of consumers using mobile apps in real estate search77 % of public using mobile at home60 million people looked for real estate on the top 5 RE sites in 2012
  33. 33. What Do These Numbers Mean To You?25
  34. 34. What Do These Numbers Mean To You?25 % of consumers who complete an action on a real estate site the same day they start searching
  35. 35. You cannot have a marketing plan that does not include the Internet.
  36. 36. BACK TO BASICS
  37. 37. What is a Brand?• It’s who you are.• It’s what sets you apart.• It’s what your clients think of when they think of you.• It’s the story you tell with your marketing.
  38. 38. Are You the SameOnline and Offline?
  39. 39. YOU are Your Brand
  40. 40. Do You Have a Logo?
  41. 41. Get a Professional Logo... (that doesn’t look) Cheap
  42. 42. Are You Using Your Photo?• Does it look like you? (in other words, is it current?)• Is it professional?• Is it friendly? accessible? relatable?• Is it prop-free?• Does it appeal to your target audience?
  43. 43. Consistency is Key• Logo• Colors• Recognizable photo• Voice• Niche• Message• Passion
  44. 44. Get To Know Your Consumer:The more you know about them, the easier it is to create service strategies online.
  45. 45. Who are you trying to reach?What do you know about this group?Is there one message or many for them?MARKETING ANALYSIS
  46. 46. Getting Your Site FoundTarget Market Demographics • With whom do you work? With whom do you want to work? • What information do they need? What interests them? • What do you want to share with them? • What problems can you solve for them?
  47. 47. Defining Your Audience & Yourself• How do you define the market you serve? Is it geographic? Ethnic? By gender or age? By neighborhood?• Do you deal in specific types of properties?• What sets you apart from others in your field? How do you distinguish yourself from your competitors?
  48. 48. YOUR ONLINEMARKETING HUB
  49. 49. Why a Hub? You can’t sell a home onLinkedin, Facebook, Twitter, Pinterest, or Youtube… …but you can send them somewhere they can.
  50. 50. That is the Power of the Hub and Spokes
  51. 51. Facebook Personal Facebook Business Twitter Page Website and/or Email/ Linked In Blog Enewsletters Direct Mail YouTube and OtherWebsite = Central Focus
  52. 52. Website Implementation• Website• Blog – Wordpress – Dakno (dakno.com)• Facebook Profile and/or Business Page• Business Card Site – About.me – Google.com/profile – LinkedIn.com
  53. 53. Website Features• Search for all local marketplace inventory• View multiple photos and videos for listings• Contact an agent, broker or mortgage professional• Learn “basic” information about the real estate process
  54. 54. Don’t Forget:• View multiple photos and videos for listings• “Contact Me” page• Help finding lenders & other service providers• Learn “basic” information about the real estate process• Information about YOU
  55. 55. How do you address the needs of the consumer?• Integrity of your company (think testimonials)• Knowledge of the process (think learning)• Responsiveness to inquiries (think instant)• Knowledge of the market (think visuals)
  56. 56. To Blog or Not To Blog:Is There Really Any Question?
  57. 57. If you haven’t yet startedblogging for your business… WHY NOT?
  58. 58. Blogging Platforms
  59. 59. Think of a Wordpress site as a container – that is open to all types of content.Website = StaticBlog = Dynamic 61
  60. 60. Already Have a Website?• Add to your website as Yourwebsite.com/Blog – Adds to Search Engine Optimization – Create a consumer interaction point
  61. 61. Blogging: Buzzword or Business Booster?Photo credit: “BusinessWeek cover” by moxliukas on Flickr.com
  62. 62. Benefits of BloggingPhoto credit: “Audience” by thinkmedialabs on Flickr.com
  63. 63. Benefits of BloggingPhoto credit: “Buy Fresh, Buy Local (lomo)” by stevegarfield on Flickr.com
  64. 64. Benefits of Blogging
  65. 65. Benefits of BloggingPhoto credit: “Bullhorn” by carolbrowne on Flickr.com
  66. 66. What Should I Blog? Content is King
  67. 67. Local Market StatsPhoto credit: “Central Scottdale [sic] Real Estate Market” by athomeinscottsdale on Flickr.com
  68. 68. Local Dining
  69. 69. Local News
  70. 70. Local Events & Things To Do
  71. 71. Buyer and Seller Tips
  72. 72. DIY Home Tips
  73. 73. Photos and Videos
  74. 74. YOU!Photo credit: “Who Are You?” by adewale_oshineye on Flickr.com
  75. 75. Guest Bloggers• Partner with other local experts in related fields• Student interns (also great for photography + video blogs)• Realtors in similar (but not competing) markets – link-backs!
  76. 76. Keys to Blogging Success• Put a (written) plan in place• Keep a running topics list / notebook• Know your target audience• Write ahead• Identify guest bloggers• Be creative• Keep it fun – for you & your readers• Stay consistent
  77. 77. Blog Sharing –Already On My Site = SEO Gold
  78. 78. Go Mobile
  79. 79. Wordpress Users: Responsive DesignMobile devices will become the most popular wayto access the internet, which is why responsiveWordPress themes are in high-demand.Responsive designs share common elements:• Content is the same no matter the device’s screen size (WordPress posts and pages)• Style, coloring, branding, etc. are the same or substantially similar across devices (logos, images, color palettes)• Layout adapts to the screen’s size, with optionally specified minimum and/or maximum widths Source: http://http://wpmu.org/wordpress-responsive-design
  80. 80. Responsive Design
  81. 81. Responsive DesignMaking Your Site Mobile
  82. 82. Responsive DesigniPhone iPad
  83. 83. Chat . . . Text Messaging
  84. 84. ON PAGE AND OFF PAGE SEO
  85. 85. SEO is...• The process of improving your website’s ranking in search engine results• Spiders crawl your site and determine your ranking based on the search engine’s (Google, Yahoo, etc.) a complex algorithm that takes a variety of information
  86. 86. 5 Key Items That Will 5 Key Items That Will Help Help Your SEO Your SEO• Domain Name• Domain Age• (New) Content On Your Site• Page Title• Page URL
  87. 87. HTTP://WWW.GOOGLE.COM/ANALYTICS/
  88. 88. www.googlekeywordtool.com/
  89. 89. Tools• www.googlekeywordtool.com• marketing.grader.com• www.google.com/analytics
  90. 90. SEO Tactics to Apply• Install Google Analytics on your website to establish baseline data on traffic• Create a keyword hit list based on relevance• Adjust your page title to include important keywords• Infuse keywords strategically on site• Build links via directories and industry orgs
  91. 91. Social Media
  92. 92. Website = Central Focus Facebook Personal Facebook Business Twitter Page Website and/or Email/ Linked In Blog Enewsletters Mail and YouTube Other
  93. 93. You can’t be everywhere …(C) by Kim |
  94. 94. Establishing your presenceWHERE DO YOU NEED TO BE?
  95. 95. Where Are You?
  96. 96. Where Are YourPotential Clients?
  97. 97. Profiles Need Consistency• Bio• Company & contact information up-to-date• Photo• Are you always the same you?• Are you in compliance?
  98. 98. Balance it all by FOCUSING ON YOUR LOCALS
  99. 99. “Always have something to sell, but don’t always be selling.” ~ Chris Brogan
  100. 100. What to Post• Basic systems in place to keep fans engaged. – Fill in the blank Friday – Photo Friday – Update on stats – Pick your palace A and B – Questions – Quotes – Weekend Update
  101. 101. Encourage Call to Action
  102. 102. Ask Questions
  103. 103. Ask Questions
  104. 104. Fill in the Blank
  105. 105. Ask Questions
  106. 106. Don’t Forget Your Raving Fans
  107. 107. Community – FB Group
  108. 108. Don’t Want a Biz Page?Find Your Facebook Niche
  109. 109. Finding Your Facebook NicheBobbi Howe’s Saturday Morning Runners
  110. 110. Branded Facebook Business Page
  111. 111. Have Less Than 100 Fans?• Don’t be discouraged• People are LURKERS• 90% who read your comment will not – Like – Engage – Share
  112. 112. Use Action Words toEncourage Engagement
  113. 113. Harvesting the Information at Your Fingertips
  114. 114. Letting Facebook Do the Work For YouFrom Raziel Ungar ~ Burlingame, CA• Clients’ hobbies, interests• What you see on Facebook + how well you’ve gotten to know them• Sharing articles, books, points of interest• An excuse to get in touch
  115. 115. Harvesting Facebook for Client InformationBirthdays & Anniversaries
  116. 116. Harvesting Facebook for Client InformationFacebook gathers usefulinfo for you!Timeline-style page(above); old page style(right)
  117. 117. Facebook Graph Search
  118. 118. Facebook: Your Blog’s Best FriendAdd the “Like” button to your website to link your Facebook Business Page to your site: http://goo.gl/aZbXf Integrate your page with your website: links to blog posts, website pages, etc.
  119. 119. Twitter
  120. 120. Tweet Along With Me• Listening – who’s talking about what?• Conversation – jump right in• Twitter search – key words for your area and niche market• Local love – who’s on? who’s talking? who’s influencing?
  121. 121. Twitter Basics• Who should you follow?• How do you get followers?• What should you be tweeting?• What is a hashtag?• How can Twitter be useful?
  122. 122. Google+
  123. 123. Are You on G+ Yet?• The new kid – who’s using?• Google owns #1 and #2 search engine – Google + YouTube• Public posts are indexed (unlike on Facebook)  SEO Gold!• Hangouts!
  124. 124. Google+ Public Posts Make your posts public
  125. 125. Hootsuite• Manage Facebook, Twitter, G+, Foursquare, LinkedIn, Wordpress, MySpace – all from one dashboard• Schedule tweets & updates• Save time
  126. 126. Hootsuite
  127. 127. Blog Share – Social Sharing
  128. 128. Email Marketing:Permission, Not Forgiveness
  129. 129. Just because you have my email address does not mean you have mypermission to add me to your email list. Can Spam Act: A Compliance Guide for Businesses - http://goo.gl/SQhHL
  130. 130. Email Marketing• An opt-in is much more valuable than an apathetic past client• An opt-out can hurt you• Produce quality content and subscribers will come to you• Create a plan• Be focused with your content
  131. 131. EmailStationery.com• Branded every email: – Email signature - $109 – Email stationery - $229 – Signature + stationery - $289 – Complete package - $395 (includes email postcard + thank you card)
  132. 132. My Favorite Email Platforms V• Mailchimp.com – FREE for up to 2,000 subscribers, fewer than 12,000 emails/month• Cocodot.com – unlimited FREE digital e-cards & invitations – like E-vite but better! (or print for a small price)
  133. 133. Following the Rules:The Code of Ethics & Standards of Practice and Fair Housing in the Online World
  134. 134. “Anytime we interact in socialenvironments online we are still obligated by these laws and regulations.”
  135. 135. Writing, marketing in a Web2.0 world needs to follow the same guidelines you use in print advertising.
  136. 136. Where can You get into trouble?• Facebook • YouTube• Twitter • Anywhere you’re• LinkedIn Groups posting – anywhere.• Blogs• Trulia Voices• Zillow
  137. 137. Potential Fair Housing Violations• When creating a blog post or updating your Facebook page or profile, don’t describe a neighborhood in terms of ethnicity, sexual orientation or other protected classes.• Be cautious in answering inappropriate questions on social networks like Trulia, Zillow, Twitter or Facebook.
  138. 138. Potential Fair Housing Violations• Don’t answer questions about crime in a neighborhood• Don’t write a blog post about a great family neighborhood
  139. 139. Social Media Landmines For You • Always make sure that your company name and professional status are apparent on every electronic communication you make. • Be careful about posting information about your meetings with clients or other real estate professionals. • Don’t complain, brag, or even talk about your client’s reactions to property.
  140. 140. Social Media Landmines for Your Clients • Have your clients make a list of all the social media sites on which they have profiles. • Warn them about posting during the buying or selling process. • Explain the dangers that social media can pose to their negotiations. • Need a horror story to tell?
  141. 141. Client Confidentiality• If your client chats with you on Facebook, remember to stay off their wall.• Never post about properties while in negotiations.• Never post anything negative about a listing.• If you are having a bad day, keep it to yourself. No venting!
  142. 142. Company PrivacySocial media sites are the new water cooler conversation.
  143. 143. Company Privacy• Using stories about transactions or situations in the firm is playing with fire.• Be sure to comply with your company’s privacy policy or their social media policy.• Always consider: would you say this if someone was sitting in your office?
  144. 144. The Code of Ethics &Standards of Practice
  145. 145. Article 12• Be honest and truthful in real estate communications.• Present true picture in advertising, marketing, and other representations.• Ensure that status as real estate professionals is readily apparent in advertising/marketing/other representations, and that recipients are, or have been, notified that those communications are from real estate professional.
  146. 146. Standard of Practice 12-5 • Cannot advertise real estate services or listed property in any medium without disclosing name of REALTOR®’s firm in reasonable and readily apparent manner. • This also applies to people employed by or affiliated with REALTORS®.
  147. 147. Standard of Practice 12-8• Obligation to present true picture includes information on REALTORS®’ Web sites.• Use reasonable efforts to ensure that information on Web sites is current.• Take prompt and corrective action when it is apparent that information is not current or accurate.
  148. 148. Standard of Practice 12-9• REALTOR® firm Web sites shall disclose the firm’s name and state(s) of licensure in a reasonable and readily apparent manner.• Web sites of REALTORS® and affiliated non-member licensees shall disclose firm’s name and that REALTOR®’s or non-member licensee’s state(s) of licensure in a reasonable and readily apparent manner.
  149. 149. Standard of Practice 12-10 REALTORS® are prohibited from: 1) Engaging in deceptive or unauthorized framing of real estate brokerage Web sites; 2) Manipulating listing content that produces a deceptive or misleading result; or 3) Deceptively using metatags, keywords or other devices/methods to direct/drive/divert Internet traffic, or to otherwise mislead consumers.
  150. 150. Standard of Practice 12-11• REALTORS® intending to share or sell consumer information gathered via the Internet shall disclose that possibility in a reasonable and readily apparent manner.
  151. 151. Standard of Practice 12-12 REALTORS® shall not: 1) Use URLs or domain names that present less than a true picture 2) Register URLs or domain names which, if used, would present less than a true picture
  152. 152. Article 15• REALTORS® shall not knowingly or recklessly make false or misleading statements about competitors, their businesses, or their business practices.• SOP 15-2 (updated 1/10) obligation to refrain from making false or misleading statements updated to include the internet• SOP 15-3 (adopted 1/10) adds obligation to make a clarifying statement or remove statements in blog comments made by others if they are false or misleading
  153. 153. Plagiarism andCopyright Infringement
  154. 154. Avoiding Plagiarism• Plagiarism is using someone else’s work and claiming it as your own – i.e., if you copy and paste someone’s blog post into your blog• Copyright infringement is using someone else’s work without attributing it to them – remember writing research papers in high school and college?• For your business purposes: assume that everything on the Internet is copyrighted
  155. 155. Finding Material for Your Blog Posts and Website• FreeDigitalPhotos.net (photos)• Footage.shutterstock.com (videos)• RoyaltyFreeMusic.com (music)• Whenever possible: take your own photos and videos
  156. 156. Where to Showcase Your Photos and Videos• Flickr.com (photos) – FREE and premium (paid) accounts, great SEO• YouTube.com (videos) – FREE, best SEO for your videos
  157. 157. Super-Secret Photo Naming Trick via Ira Serkes, Berkeley, CAName your photo with the address of the property, neighborhood name, etc.: 4215-river-shoals-court-duluth-ga-30097-river- mill-homes-for-sale-maura-neill-realtor
  158. 158. Ira’s Site:www.berkeleyhomes.com
  159. 159. Ira’s Site:www.berkeleyhomes.com
  160. 160. Cool Tool: Apple TV• Mirrors your iPad or iPhone onto your TV• In-office listing presentations apple.com/appletv• How else could you use it?
  161. 161. Find This Presentation Onlinewww.mauraneill.com/mill-marketing
  162. 162. Connect With Meabout.me/MauraNeill

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