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


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Eight lessons shared on using digital marketing for real estate brokers. As shared by Maita Siquijor, a full-time, licensed broker of Architerra Manila Properties, digital marketer, and advocate of using IT to professionalize the Philippine real estate service industry.

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  • Strengthens your online voice
  • 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.
  • 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
  • Do you have a profile that says these?
  • For those who have sites, take a look on what you have.
  • Logos:
  • Rich media: Tackles multiple-intelligences in a situation where you don’t know the clients media viewing preference online.
  • 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.
  • Brand Your Site Brand Your Name
  • 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;
  • 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.
  • Exclusively for the use of PAREB Real Estate Brokers
  • Exclusively for the use of PAREB Real Estate Brokers
  • Choose Your Platform—Choose Your Soapbox!
  • Increased Message Visibility with Your Target Audience
  • Choose Your Platform—Choose Your Soapbox!
  • As technology changes so quickly, we must have the zeal to keep up our curiosity to always make things better than before.
  • Digital Marketing to Millions: A Real Estate Agent's Story

    1. 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]
    2. 2. About Us <ul><li>Architerra Manila Properties: Pioneer web property of La Maisonette Manila, Inc. </li></ul><ul><li>Alabang, Bonifacio Global City, and Makati City territories </li></ul><ul><li>Directors of the company have significant experience in real estate brokerage, consumer marketing for multinationals, information technology sales & distribution, and consumer lending </li></ul>
    3. 3. Speaker Background <ul><li>Current Positions & Qualifications: </li></ul><ul><li>**President, La Maisonette Manila Inc. **Full-time Real Estate Broker since 1999 (PRC Lic. No. 1041) **Trustee (2008-2010), PAREB-Muntinlupa Real Estate Board (MUNREB) **Past Chairman (2008-2010), Multiple Listings System (MLS) Committee, PAREB-MUNREB **Founder,,,, </li></ul>
    4. 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:
    5. 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)
    6. 6. Presentation Objectives <ul><li>To share eight lessons I learned as a real estate broker using digital marketing to help you: </li></ul><ul><ul><li>Establish your online identity </li></ul></ul><ul><ul><li>Know your online customers </li></ul></ul><ul><ul><li>Establish your brand </li></ul></ul><ul><ul><li>Put up a good site for your listings </li></ul></ul><ul><ul><li>Create compelling content– not JUST listings </li></ul></ul><ul><ul><li>Be found by the right customer and make closings </li></ul></ul><ul><ul><li>Track your online leads and incubate them </li></ul></ul>
    7. 7. Digital Marketing <ul><li>Practice of promoting products and services: </li></ul><ul><ul><li>Using digital distribution channels </li></ul></ul><ul><ul><li>Reaching targeted consumers </li></ul></ul><ul><ul><li>Involves building strong customer relationships </li></ul></ul><ul><ul><li>Ability to produce measurable results </li></ul></ul>
    8. 8. The Challenge As buyers search among online listed properties and agents, how do you stand out and get chosen?
    9. 9. The Need For Better Internet Marketing
    10. 10. Online Demographics Internet Users from the Philippines: 29,700,000
    11. 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. 12. Facebook Demographics 25-54 age group make up 39% of the FB users population
    13. 13. <ul><li>8 Lessons Learned: </li></ul><ul><li>What Helped, What Didn’t in Marketing to Millions Online </li></ul>
    14. 14. <ul><li>#1: Define Your Vision, Identity and Profile </li></ul>
    15. 15. Vision, Identity & Profile (VIP) <ul><ul><li>My Vision </li></ul></ul><ul><ul><li>To provide the perfect Philippine home for global professionals </li></ul></ul><ul><ul><li>To leverage on Internet and ICTs for marketing & customer service </li></ul></ul>
    16. 16. Vision, Identity & Profile (VIP) <ul><ul><li>My Identity </li></ul></ul><ul><ul><li>Professional, licensed, trustworthy & competent </li></ul></ul><ul><ul><li>Technology-enabled </li></ul></ul><ul><ul><li>Customer-focused </li></ul></ul>
    17. 17. Vision, Identity & Profile (VIP) <ul><ul><li>My Profile </li></ul></ul><ul><ul><li>How I want others to see me; my competencies, skills, credentials and testimonials </li></ul></ul>
    18. 18. Key Seller Traits That Online Homebuyers Look For <ul><li>Licensed </li></ul><ul><li>Knowledgeable </li></ul><ul><li>Has Integrity </li></ul><ul><li>Resourceful </li></ul><ul><li>Familiar With Technology </li></ul><ul><li>Understands Clients’ Needs </li></ul><ul><li>Experienced </li></ul><ul><li>Personable </li></ul><ul><li>Vision/Mission/Goals </li></ul>From forum discussions of Realtors in &
    19. 19. Write Your VIP Story
    20. 20. <ul><li>#2: Create Your Online Niche </li></ul>
    21. 21. Segment Your Prospective Market <ul><ul><li>Identify target segments; group typical customers (current and targeted) and identify common traits </li></ul></ul>
    22. 22. Create Your Online Niche <ul><ul><li>Describe your niche demographics in one sentence. </li></ul></ul><ul><ul><li>Describe your niche audiences’ psychographics. </li></ul></ul><ul><ul><li>Describe your perfect customer in details. </li></ul></ul><ul><ul><li>What groups will you create for the mailing list. </li></ul></ul><ul><ul><li>List the personas you have created and give the characteristics for each. </li></ul></ul>
    23. 23. Demographics
    24. 24. Psychographics <ul><ul><li>What motivates them to buy? </li></ul></ul><ul><ul><li>What type of products and services do they want from you? </li></ul></ul><ul><ul><li>What are their information viewing styles? </li></ul></ul><ul><ul><li>E.g. audio, video, newsletters </li></ul></ul><ul><ul><li>What online communities are they part of? </li></ul></ul>
    25. 25. Create Personas A detailed, composite description of clients that you hope to serve, to choose your properties, services or solutions.
    26. 26. Put Groups in a Mailing List
    27. 27. <ul><li>#3: Define Your Online Brand </li></ul>
    28. 28. Create Your Online Brand <ul><li>What’s your positioning? </li></ul><ul><li>What solutions/services do you offer clients? </li></ul><ul><li>What’s your tagline? </li></ul><ul><li>Refer to your VIP, to help you create your online brand </li></ul>
    29. 29. Instant Online Branding <ul><li>Get a Domain name — </li></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><li>Hosted email: [email_address] </li></ul><ul><li>Create a profile summary to be used in all of your sites & social networks. </li></ul><ul><li>Put a Hero Shot of Yourself and/or your company/company office in the blog/FB page/LinkedIn/YahooProfile/GoogleProfile/ </li></ul>
    30. 31. Halo Effect: Listings that Brand You <ul><li>Put more of listings that you want to be identified with. </li></ul>
    31. 32. <ul><li># 4: Create Content NOT Just Listings </li></ul>
    32. 33. Stories Your Customers Care About <ul><li>Story behind the properties </li></ul><ul><li>Solutions to buyer/seller problems </li></ul><ul><li>About community </li></ul><ul><li>About people in the community </li></ul><ul><li>Buyers/Sellers testimonials on good service </li></ul><ul><li>Negative experience: If you write about a customer’s negative experience of a community or a property, make sure you present a solution to it. Provide expert advice. </li></ul>
    33. 34. Downloadable Listing Content <ul><li>Pricing sheets (Excel/PDF) </li></ul><ul><li>Product shots---jpeg format </li></ul><ul><li>Testimonials and project e-brochures </li></ul><ul><li>E-flyers </li></ul><ul><li>Traceable discount coupons </li></ul><ul><li>Affiliate offers </li></ul>
    34. 35. Story Formats <ul><li>Video on </li></ul><ul><li>E-books on </li></ul><ul><li>Photo Albums on / </li></ul><ul><li>Podcasts at </li></ul>
    35. 36. Video Content
    36. 37. <ul><li># 5: Build Your Website </li></ul>
    37. 38. To Outsource Or Not? <ul><li>Considerations </li></ul><ul><ul><li>Webmaster fees + monthly maintenance </li></ul></ul><ul><ul><li>Cost of Personal Time </li></ul></ul><ul><ul><li>Requirements of site type </li></ul></ul><ul><ul><li>Skills/ Personnel </li></ul></ul><ul><ul><li>ROI basis: Set points? </li></ul></ul>
    38. 39. Get Your Domain <ul><li>Register your domain name Domain name —; </li></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><li>Get site hosting </li></ul><ul><li>Consider free blogs, association MLS, SMS </li></ul>
    39. 40. Choose Your Online Presence
    40. 41. Blogs/Microblogs
    41. 42. Association MLS
    42. 43. Association MLS
    43. 44. Classified Ads Sites <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> * There are many sites, but w/c fits your campaign for exposure and market? </li></ul>
    44. 45. Aim to Get Both Buyer and Seller Leads
    45. 46. #6: SEO Builds Credibility & Loyalty, Paid Search Builds Traffic
    46. 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)”
    47. 48. Paid Search Results
    48. 49. #7: Nurture Leads through Social Media
    49. 50. Social Media
    50. 51. Set Up Social Media Accounts
    51. 52. Plan Your Social Media Calendar
    52. 53. #8: Track Your Progress, Understand Your Market
    53. 54. Google Analytics <ul><li>WHAT TO TRACK: </li></ul><ul><li>Average pages viewed per visit </li></ul><ul><li>Average time spent on site </li></ul><ul><li>Bounce rate (the percentage of visitors who look at one page and leave the site) </li></ul><ul><li>Percentage of repeat vs. new customers </li></ul><ul><li>What keywords are being used to find you </li></ul><ul><li>Traffic volume according to time of year and specific promotions </li></ul>
    54. 55. Track Results: Analytics and Profiling <ul><ul><li>Google Analytics </li></ul></ul>
    55. 56. Two More Lessons to Share….
    56. 57. <ul><li>Never lose your passion to learn new things, </li></ul><ul><li>and you’ll never grow old in the RE service </li></ul>
    57. 58. <ul><li>Create the demand, but serve it well </li></ul><ul><li>Each inquiry is a chance to build a lasting RELATIONSHIP </li></ul>
    58. 59. Thank You <ul><li>Maita Herce Siquijor Architerra Manila Properties [email_address] </li></ul>For a copy of the presentation, sign-up at
    59. 60. References Facebook statistics-- NAR 2010 Profile of Homebuyers and Sellers— Internet World and Facebook Statistics--
    60. 61. References Realtor Forums— Graders and Analytics:
    61. 62. References Blogsites, Social Media, and Photosharing Sites:
    62. 63. References Blogsites, Social Media, and Photosharing Sites: