Peter Brewer's Presentation to the ARPM Conference 2015

1. Digital dissected
Peter Brewer

2. Real Estate Agents won’t be replaced by
technology…. They’ll be replaced by Real
Estate Agents who effectively use technology…
Focus on the effective…

3. Why are you using digital
media and social media?
Humanise ourselves
Show that we actually do care
Connect on the channels our clients communicate on
Connect with information that’s relevant to them
Show that we’re current

4. The age of digital disruption

5. Relevance wins

6. 58/31

7. Who are there kids in our garages?..
Apple HQ
Google HQ
Hewlett Packard

8. Keep Relevant

9. What’s working in digital/social?
• Websites with clear intent to inform and convert
• Retargeting/Remarketing to drive visitors back
• E-books and landing pages to grow opportunities
• Video *(if the content is good)
• Social media *(if the content is good)

10. Your Website
Is yours Awesome?
Is yours Average?
Is yours Awful?
Have 3 Clients/Customers rate your website

11. Your website
• Is it easy for visitors to navigate?
• Does it rank on Google for the key search terms?
• Does it solve peoples problems?
• Does it convert visitors into business??
• Do people comment on it?.... (positively )
• Are you and your team really proud of it?
• Would you even know if it was down?

12. Show your site some love
• Keep it simple to navigate
• Know and use the keywords for your market
• Solve peoples everyday problems with great info
• Offer EBook subscription content
• Invite people to engage at the site
• Love your website and keep adding fresh content
• Make everyone on your team accountable for
providing fresh content weekly

13. EBooks that work
• 9 critical mistakes to avoid when choosing a
property manager in Epping by 9 people that
made them .
• 7 little known facts guaranteed to get you a
higher rent in Epping written by 7 people who
get it.
• 5 crucial errors to avoid when selling your
Epping Investment property written by one
made who made them.

14. Getting another bite of the cherry..
95% of page views don’t convert on first view
– No call to action
– Insufficient information to satisfy customer
– No easy way to contact you
– No social proof or genuine testimonials
– You’re too hard to do business with
– Consumers still researching

15. What is Retargeting/Remarketing?

16. Retargeting/Remarketing
• Google and Facebook Ad networks
- Major sites eg:
- google.com and .com.au
- news.com.au
- google maps,
- youtube.com
- gumtree.com.au
- cnn.com +
- millions of display sites

17. We’re living in a world of
‘Micro Moments’
-We’re checking our phones 150 times per day
-90% make life decisions via ‘Mobile’
-Marketers are battling for those ‘Micro Moments’
-People are becoming loyal to convenience over
brand
- People prefer to receive content ‘on the go’ –
-Video is emerging as that preferred content

18. Video
• Google and Facebook Prediction
– 74% of web consumption will be video by 2018
– Must be short and engaging
– Must be relevant
– Must be shareable
– Used to position You as the SME

19. Directly targeted content

20. Packed with quality information

21. Deal with your FAQ’s

22. What to video?
• 10 FAQ’s for Tenants
– What happened to the first 2 weeks rent?
– How to get 100 points of ID?
– How do I get my bond back?
– Why maintenance inspections and what happens?
– Giving notice?
– I can’t pay the rent. What do I do?
– Can I have a small Rottweiler puppy?

23. What to video?
• 10 FAQ’s for Property Investors
– Fees and charges
– Services
– Policy on rental arrears
– Communication process
– Market conditions
– Rental review policy
– Inspections and maintenance
– Buying more property

24. Should I have an App ?
1.3 Million Apps in the App Store
-Android and Apple
Average life of an App on your device
-6 Weeks
70% of Apps downloaded are never used
Most Apps aren’t ‘Productivity related..

25. Should I have an App ?
• Average life 6 weeks
• 70% of Apps downloaded are never used
• Maintaining for multiple platforms is expensive
• Should it really be about ‘search’?
• Could it be just be about building relationships?
• Send me your Apps for review!

26. Does my business need an App?
• Can you afford to develop it? …
• In all stores?…
• Is there a need for it?
• Will it ‘Wow’ me?
• Can you afford to maintain it?
• Can it be replicated?
• Is it already available as a ‘White label’?
• Can it be monetised?
• Would your Mum download it?

27. Social Media That Works
• Clearly identify your audience
• Understand what engages them
• Create exactly that content
• Promote that content and engage on it
• Test and measure continuously
• Wash-Rinse-Repeat
Everyone on the team MUST be involved in this!

28. Where to from here?
• Choose 2 actions
• Resource those actions (Time, People, Money)
• Set measurements of success
• Test and measure
• Wash, Rinse, Repeat

29. Thank You!
thatpeterbrewer.com
See you online!