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Digital Marketing To Millions:  A  Real  Estate Agent’s Story Internet Marketing for Real Estate Agents, Developers & Investors (IM-READI) Conference October 14, 2011,  Dusit Hotel, Makati City Maita Herce Siquijor President, Architerra Manila Properties [email_address] www.architerra.org
About Us ,[object Object],[object Object],[object Object]
Speaker Background ,[object Object],[object Object]
Speaker Background Education:   **Master in Education (M Ed) in E-learning,  Sheffield University, UK   (2007)       Thesis title:  “Evaluating Learner Support for Workplace E-learning:  A Case  Study of Drivers of Learner Motivation and Satisfaction in the Philippine  Global Trade E-learning Program”*   **BS Management,  Ateneo de Manila University   (1999)      **Merit Freshman Scholar Awardee **MBA units,  Dela Salle University Graduate School of Business (1993)   **MBA units,  University of the Philippines (1992)   *Reference:  http://star.shef.ac.uk/TalisPrism/?newsession=true&rid=1483151894
Speaker Background Seminars and Related Interests:   **Real Estate Consultants’ Review, RESTATUD, PAREB Headquarters, Philippines (ongoing) **Maven Secrets Internet Marketing Program, conducted at the Asian Institute of Management   **Web and database programming courses in National University of Singapore (NUS),  Nanyang Technological University (NTU)  and Macromedia, Singapore   **Courses in web design, online stores development, e-learning and web programming at Philippine Center for Creative Imaging (PCCI); database and programming courses at NIIT Philippines (a subsidiary of NIIT India)
Presentation Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Digital Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Challenge As buyers search among online listed properties and agents, how do you stand out and get chosen?
The Need For Better Internet Marketing
Online Demographics Internet Users from the Philippines:  29,700,000
Facebook Demographics Total Facebook Users:26 488 600 Position in the list:  7 Penetration of population:26.52% Penetration of online population:  89.19%
Facebook Demographics 25-54 age group make up 39% of the FB users population  http://www.socialbakers.com
[object Object],[object Object]
[object Object]
Vision, Identity & Profile (VIP) ,[object Object],[object Object],[object Object]
Vision, Identity & Profile (VIP) ,[object Object],[object Object],[object Object],[object Object]
Vision, Identity & Profile (VIP) ,[object Object],[object Object]
  Key Seller Traits That Online Homebuyers Look For ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],From forum discussions of Realtors in Activerain.com & Trulia.com
Write Your VIP Story http://bit.ly/ArchiterraOrigin
[object Object]
Segment Your  Prospective Market ,[object Object]
Create Your Online Niche ,[object Object],[object Object],[object Object],[object Object],[object Object]
Demographics
Psychographics ,[object Object],[object Object],[object Object],[object Object],[object Object]
Create Personas A detailed, composite description of clients that you hope to serve, to choose your properties, services or solutions.
Put Groups in  a Mailing List
[object Object]
Create Your Online Brand ,[object Object],[object Object],[object Object],[object Object]
Instant Online Branding ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Halo Effect:  Listings that Brand You ,[object Object]
[object Object]
Stories Your Customers Care About ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Downloadable Listing Content ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Story Formats ,[object Object],[object Object],[object Object],[object Object]
Video Content
[object Object]
To Outsource Or Not? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Get Your Domain ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Choose Your Online Presence
Blogs/Microblogs
Association MLS
Association MLS
Classified Ads Sites ,[object Object],[object Object],[object Object],[object Object],[object Object]
Aim to Get Both  Buyer and Seller Leads
#6:  SEO Builds Credibility & Loyalty,  Paid Search Builds Traffic
Facebook Since June 2006, ComScore Media Matrix reported a 113% rise in Facebook VISITORS > 35 yrs old. (from “Web Marketing for Small Businesses (Diamond, 2008)”
Paid Search Results
#7:  Nurture Leads through Social Media
Social Media
Set Up Social Media Accounts
Plan Your Social Media Calendar
#8:  Track Your Progress, Understand Your Market
Google Analytics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Track Results:  Analytics and Profiling  ,[object Object]
Two More Lessons to Share….
[object Object],[object Object]
[object Object],[object Object]
Thank You ,[object Object],For a copy of the presentation,  sign-up at www.EstateClass.com
References Facebook statistics--  http://www.socialbakers.com/facebook-statistics/philippines NAR 2010 Profile of Homebuyers and Sellers—http://www.realtor.org Internet World and Facebook Statistics--http://www.internetworldstats.com/stats3.htm#asia
References Realtor Forums—http://www.ActiveRain.com http://www.trulia.com Graders and Analytics: http://www.bloggrader.com http://www.websitegrader.com http://www.google.com/analytics/
References Blogsites, Social Media, and Photosharing Sites: http://www.wordpress.org http://www.blogger.com http://www.multiply.com http://www.tumblr.com http://www.LinkedIn.com http://www.Flickr.com http://Picasaweb.Google.com http://www.slideshare.net
References Blogsites, Social Media, and Photosharing Sites: http://www.foursquare.com http://www.facebook.com http://www.joomla.com http://www.youTube.com http://www.vimeo.com http://www.ning.com

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Digital Marketing to Millions: A Real Estate Agent's Story

  • 1. Digital Marketing To Millions: A Real Estate Agent’s Story Internet Marketing for Real Estate Agents, Developers & Investors (IM-READI) Conference October 14, 2011, Dusit Hotel, Makati City Maita Herce Siquijor President, Architerra Manila Properties [email_address] www.architerra.org
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  • 4. Speaker Background Education: **Master in Education (M Ed) in E-learning, Sheffield University, UK (2007)     Thesis title: “Evaluating Learner Support for Workplace E-learning: A Case Study of Drivers of Learner Motivation and Satisfaction in the Philippine Global Trade E-learning Program”* **BS Management, Ateneo de Manila University   (1999)      **Merit Freshman Scholar Awardee **MBA units, Dela Salle University Graduate School of Business (1993) **MBA units, University of the Philippines (1992) *Reference: http://star.shef.ac.uk/TalisPrism/?newsession=true&rid=1483151894
  • 5. Speaker Background Seminars and Related Interests: **Real Estate Consultants’ Review, RESTATUD, PAREB Headquarters, Philippines (ongoing) **Maven Secrets Internet Marketing Program, conducted at the Asian Institute of Management **Web and database programming courses in National University of Singapore (NUS), Nanyang Technological University (NTU) and Macromedia, Singapore **Courses in web design, online stores development, e-learning and web programming at Philippine Center for Creative Imaging (PCCI); database and programming courses at NIIT Philippines (a subsidiary of NIIT India)
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  • 8. The Challenge As buyers search among online listed properties and agents, how do you stand out and get chosen?
  • 9. The Need For Better Internet Marketing
  • 10. Online Demographics Internet Users from the Philippines: 29,700,000
  • 11. Facebook Demographics Total Facebook Users:26 488 600 Position in the list: 7 Penetration of population:26.52% Penetration of online population: 89.19%
  • 12. Facebook Demographics 25-54 age group make up 39% of the FB users population http://www.socialbakers.com
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  • 19. Write Your VIP Story http://bit.ly/ArchiterraOrigin
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  • 25. Create Personas A detailed, composite description of clients that you hope to serve, to choose your properties, services or solutions.
  • 26. Put Groups in a Mailing List
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  • 40. Choose Your Online Presence
  • 44.
  • 45. Aim to Get Both Buyer and Seller Leads
  • 46. #6: SEO Builds Credibility & Loyalty, Paid Search Builds Traffic
  • 47. Facebook Since June 2006, ComScore Media Matrix reported a 113% rise in Facebook VISITORS > 35 yrs old. (from “Web Marketing for Small Businesses (Diamond, 2008)”
  • 49. #7: Nurture Leads through Social Media
  • 51. Set Up Social Media Accounts
  • 52. Plan Your Social Media Calendar
  • 53. #8: Track Your Progress, Understand Your Market
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  • 56. Two More Lessons to Share….
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  • 60. References Facebook statistics-- http://www.socialbakers.com/facebook-statistics/philippines NAR 2010 Profile of Homebuyers and Sellers—http://www.realtor.org Internet World and Facebook Statistics--http://www.internetworldstats.com/stats3.htm#asia
  • 61. References Realtor Forums—http://www.ActiveRain.com http://www.trulia.com Graders and Analytics: http://www.bloggrader.com http://www.websitegrader.com http://www.google.com/analytics/
  • 62. References Blogsites, Social Media, and Photosharing Sites: http://www.wordpress.org http://www.blogger.com http://www.multiply.com http://www.tumblr.com http://www.LinkedIn.com http://www.Flickr.com http://Picasaweb.Google.com http://www.slideshare.net
  • 63. References Blogsites, Social Media, and Photosharing Sites: http://www.foursquare.com http://www.facebook.com http://www.joomla.com http://www.youTube.com http://www.vimeo.com http://www.ning.com

Editor's Notes

  1. Strengthens your online voice
  2. Tell Me: What there is different from what we experience as brokers on the field? NOTHING. But the difference is: MAKE IT EASY FOR THEM TO KNOW IT ONLINE.
  3. A detailed profile of the buyer you hope to persuade to choose your properties, services or solutions. Focuses you on the goals your customers have in availing of your services, or the properties
  4. Do you have a profile that says these?
  5. For those who have sites, take a look on what you have.
  6. Logos:
  7. Rich media: Tackles multiple-intelligences in a situation where you don’t know the clients media viewing preference online.
  8. How much cost to hire one? How much cost to do it your self? Opportunity loss What does the site require? Do you need to go pro, or study more? What type of personnel can maintain your site? What will he do? What’s your basis of Return on Investment? What are your SEM goals? Define them, to gauge success of your campaign.
  9. Brand Your Site Brand Your Name
  10. Choice of Web Presence Advantages Disadvantages Websites Prime web property; exclusive content solely for your site. Needs a programmer, unless you are good with coding; needs an extra person to regularly maintain the site elements/content; not intuitive; requires paid hosting Classified Ads Page Sites Immediately visible; built in optimization elements for the classified ads site; zero or minimal investment required; may come out in top of SERPs if you are one fo the first to use the keyword category You compete with a market of other sellers/agents in the same category; harder to stand out; format of site is not flexible Blogs Content Management System (CMS); intuitive to use; free tools; own subdomain available, or primary domain/URL name can be pointed to your site for a minimal fee; flexible, professional looking layouts available; internal database is already automaticallyi indexed, updated and stored in the CMS Requires effort for the author to populate with content on regular basis; need to do active SEO or paid search to get found in results; more complicated blogs require hosting & customization--good for those who are inclined to programming, not good for those who need to get paid help Social Networking Sites (Facebook, LinkedIn, Multiply, Tumblr) Instant launch into social networking; market is there; distilled, trusted network visible only to those whom you know--great referral system that works for sales; engaging; invites interaction good for customer relationship management, credibility building; and archiving of discussions Since it's a social set-up, you may end up jading 'friends' that you're only out there to sell to them! No primary domain registration; depends on an external site for you to showcase more content, unless you know how to customize applications (apps) for FB;
  11. Benefits: Interactive, immediate, low tech requirement, increased exposure to search engines Disadvantages: Needs commitment to writing blogposts; original content best. Lifted content has to be cited and modified so as not to be considered as duplicate content lest you be penalized.
  12. Exclusively for the use of PAREB Real Estate Brokers
  13. Exclusively for the use of PAREB Real Estate Brokers
  14. Choose Your Platform—Choose Your Soapbox!
  15. Increased Message Visibility with Your Target Audience
  16. Choose Your Platform—Choose Your Soapbox!
  17. As technology changes so quickly, we must have the zeal to keep up our curiosity to always make things better than before.