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Internet Marketing for Real Estate


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March 2010 day course for REIWA - internet marketing with's Charlie Gunningham

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Internet Marketing for Real Estate

  1. 1. Internet Marketing<br /><ul><li>how to harness it and put the media power back in your own hands!
  2. 2. REIWA Learning, Mar 2010</li></ul>Charlie Gunningham<br />
  3. 3. INTROs- Me- Flavour- Order- Objectives<br />
  4. 4. TIMING9-10.45am: History, Effects, DBs and CRMs, 11-1.15pm: web sites, revenue, traffic, 2-3pm: SEM, SEO, portals, sites3.15-4.30pm: social media, conclusion ** Leave with an Internet Marketing Plan! **<br />
  5. 5. Charlie<br />Your name please!<br />
  6. 6. Who are you?!Sales Reps/PAs?Sales Admin?Property Managers?Executive/Licensees/Principals?<br />
  7. 7. OBJECTIVES3 things you want to get out of today?<br />
  8. 8. CAR PARKthings that may have to be handled later<br />
  9. 9. Let John Heileman explain…<br /> _ ‘Discovery Science’ <br /> Channel doco<br />
  10. 10. HISTORY<br />
  11. 11. ARPANET, 1968<br />
  12. 12.
  13. 13.
  14. 14. Net EFFECTS 1. How many of you have purchased something online in the last 6 months? 2. Do you normally search online, before buying offline?3. How many hours a day are you on the Internet?4. How many emails do you send/receive/day?5. What happens in your office (and to you) if you do not have internet connection and/or your emails go down? 6. What % of your property enquiries come from the Net?<br />
  15. 15. Net EFFECTS<br />
  16. 16.
  17. 17. Architecture<br />
  18. 18. Architecture<br />
  19. 19. Intranet/Extranet<br />
  20. 20. TRAD ADVERTISER … doesn’t do it for me anymore<br />
  21. 21. Ad Spend in Australia - 09/10*1. Takeaway Food …..….$3343m 2. Real Estate Agents ……...$1563m3. Auto Industry ……….$997m4. Banks ……….$966m5. Supermarkets ……….$774mSource: IBIS World Research, July 2009<br />
  22. 22. ONLINE Databases/CRM*sWhat’s your Ideal?(* Client Relationship Management)<br />
  23. 23. CRM/DatabaseCustomer Relationship Management (CRM) consists of the processes a company uses to track and organizeits contacts with its current and prospective customers. - info about customers and customer interactions, stored and accessed- typical CRM goals are to improve services provided to customers, and to use customer contact information for targeted marketing. (<br />
  24. 24. YOU NEED A SYSTEM- ‘house’ clients- organise contact with them- manage your time best- feeling of being in control- results, success, rewards- work the system<br />
  25. 25. WEB-BASED- ubiquitous- upgrades auto- no large upfront- as secure as your login<br />
  26. 26. Off the Shelf<br />
  27. 27. PROBLEMS!- suspicious reps- only fraction of system gets used- becoming a data entry monkey- huge learning curve for new system- ‘it never works’ -> start again- ‘it’s a waste of time!!!!’<br />
  28. 28. My Desktop – market leaderWA –based, Commerce Australia (75% owned Fairfax)Scott Wulff, est mid 1990s- various types of logins, - all inclusive price, - we can build sites directly off it; they have feeds out, SMS, full CRM“ I’ve met him, and found him to be personable; never heard a bad word ” agencies in Aus<br />
  29. 29. PORT PLUSMelbourne, independentEddie Lynch, est. 2000- used by some franchises, 1st National- #2 position nationally“ I’ve not met him, know people who have, spoken on phone – not the easiest person to deal with…? But then I know some people who swear by PP, making waves in WA”-<br />
  30. 30. HubOnlineset up by 2 independents, bought by was market leader, now #3“ I knew the owners, very good; but I think it’s gone down hill since being sold to REA. Given up on v2? “<br />
  31. 31. Market Managerset up by Brian & Eva Oldfield, bought by REIWA- desktop based? Web based to a degree- auto import of REIWA data- some CRM capability, letters, prospecting. Training“ Some of us know Brian; likeable guy; maybe put too much in it, got too complex? for sales data it beats everything through the REIWA connection “<br />
  32. 32. Complete DataLee Woodward’s system- desktop based, some web inputting- can buy individually, per seat ($750)- can take it with you (when you leave)- controls your life?! “ Maybe the most complete system? very time consuming, not for the fearless. The ultimate if you can handle it? ”<br />
  33. 33. MultiArraylarge system, expensive / on servers (real estate manager, property manager, strata manager)est 1987 - George Sih, Sydney based“ Not met him, but spoken. Some WA use it, sounds expensive, lots of server use – remote being in Sydney? Increasing use in WA “<br />
  34. 34. Boom CRMTravis Williams’ system, est 2005- ex real estate agent- used to be intranet (only in office)- easy green/yellow/red traffic light system- excellent graphics, clear and concise “ Developed as intranet system, Box n Dice, gained some following in eastern states; easy simple and quite powerful… but intranet”<br />
  35. 35. iPropertybased in North Melbourne- gained a following quite quickly- simple CRM, not v advanced “ a basic system, which has become popular in Melbourne ”<br />
  36. 36. iWonPeter Gilchrist (New Zealand)- agency coach- sales and managt software “ Peter is very impressive speaker and knows his stuff – his system does not have a huge following; some don’t like the ‘spying’ aspect ”<br />
  37. 37. Real Estate in a’s test system- web-based, linked to properties/ agents- based on ‘trail’ system, action plans and activities- office sets it up for reps to follow “ Brand new, being developed, some agencies testing it ”<br />
  38. 38. Others? DIY?Decisions based on:- upfronts + ongoing - web based?- - link to web site? - run my own results? - easy? Useful? - customise? Support? - uploads to sites?<br />
  39. 39. eNewsletters_ client database_ easy to edit templates_ flick the switch, off they go_ news, events, stats, advice_ no print cost, collect emails<br />REIWA Property Management Breakfast, 16th July 2009 Slide 38<br />
  40. 40. < br >DONE! History, Effects, DBs and CRMs, NEXT! web sites, revenue, traffic, then…2-3pm: SEM, SEO, portals, sites3.15-4.30pm: social media, conclusion<br />
  41. 41. ”<br />“<br />Beware the patient who has not been in hospital for 50 years and complains they are not feeling well… there is something wrong with them<br />”<br />
  42. 42. Great things happen slowly- the frog in the water being heated up- climate change- ageing process- paint dry…<br />
  43. 43. Do you need to have a web site?Why, exactly?<br />
  44. 44. 90% of sites are still brochure sites- 1 way- no interaction- not grabbing emails (#1 goal)- flash, html, no updated, not SEO’d<br />
  45. 45. It’s like having your own radio station!<br />
  46. 46. Dynamic sites- powered by online database- update DB, updates site- CMS to update rest<br />
  47. 47. Why have a site?1. Branding2. Differentiation3. Your listings only4. Your message, in control5. Power of the media, broadcasting<br />
  48. 48. XML- databases talking to each other- very complex, prone to error- continual maintenance by provider- very important<br />
  49. 49. Personal Site- sub domain of agency also keeps the hits coming to your agency site<br />
  50. 50. Why have a site?6. Make it earn money!<br />
  51. 51. < lunch >DONE! History, Effects, DBs and CRMs, DONE! web sites, revenue, traffic, NEXT! SEM, SEO, portals, sites3.15-4.30pm: social media, conclusion<br />
  52. 52. The eternal question – how to build traffic?1. Know thyself (measure it)2. Google Analytics3. Smarter Stats4. Nielsen/Hitwise5. >> demos<br />
  53. 53. MeasuringTraffic1. Hit? << NO!2. PageView3. Visitor Session4. Unique Visitor/Browser5. Time per visit6. Bounce Rate7. Repeat Visitor<br />
  54. 54. Building Traffic1. Self2. Word of mouth3. Cross media4. Social media5. SEO6. PPC - Facebook<br />
  55. 55. Building Traffic / cont…7. PPC – Google8. Partnerships9. Linking10. PR, events, editorials, awards11. Ads<br />
  56. 56. Google Eyes (SEO)- reads text, can’t read images- hates flash, frames- reads top left to bottom right- reads title tag- reads <H1> <H2>.. Tags- reads text on page- loves to see updates of text, and links IN<br />
  57. 57. PLUS- being updated- relevancy- popularity- older- larger<br />
  58. 58.
  59. 59. REIWA Property Management Breakfast, 16th July 2009 Slide 58<br />
  60. 60. Just a few case examples…_ “broome real estate” “northbridge apartments for sale” _ “subiaco real estate”<br />
  61. 61.
  62. 62.
  63. 63.
  64. 64. <ul><li>URL Rewriting- creating dynamic SEO friendly web addresses (instead of ‘Egyptian script mumbo jumbo’!)</li></li></ul><li>
  65. 65. How much to get 27mn+ views of an ad?(and only pay if they see and act on it)- Facebook: < A$4,000 (over a year)- Local paper: A$200,000++?<br />
  66. 66.<br />
  67. 67.<br />
  68. 68. Do real estate portals disintermediate or reintermediate?<br />
  69. 69. “Disruptive Technology”or a “Killer App”<br />
  70. 70. 1960-2000Golden Ageof Advertising<br />
  71. 71. Fragmentationof all media<br />
  72. 72. Demise of trad media<br />
  73. 73. Warren Buffett (May 2009)“ I would not buy a newspaper stock at any price … their business model is over”<br />
  74. 74. Australia – real estate sites- quite a choice- online monopolist in REA?- Google a life saver?- in the end, it’s about service- and it’s the inexorable shift from print -> online<br />
  75. 75. GOOGLE Real Estate_ July 6th, 2009, 3pm_ new way of being found_ aussiehome, REIWA, upload for you_ your web sites can also be uploaded_ REA and domain are not (yet?ever?)<br />
  76. 76.
  77. 77. Go to Google Maps, enter “subiaco real estate”<br />
  78. 78.<br />
  79. 79. GOOGLE Real Estate_ get yourself on there (YOUR URL)_ future: your web site + google?_ makes your site most important_ is there any danger here? Not for you, but YES for large real estate portal biz models<br />
  80. 80. MOBILE_ Last year, it didn’t figure_ now = 10%+ traffic (30% w’ends) _ by 2013, mobile web > PC web_ 140,000 iPhone apps_ App Store: 2bn downloads_ Gen X (28-45) buy 60% homes, their PC is their mobile<br />
  81. 81. MOBILE_ mobile builds brand, trust, pride _ iPhone apps “cool + Sexy”_ it’s how you promote it_ it’s only a 2 year old market * weekends – h/opens – mobile *<br />
  82. 82. MOBILE1. Your site on mobile 2. Mobile apps* we already do mobile sites * & offering apps soon<br />
  83. 83. Sherry Chris, CEO, Better Homes & Gardens Real Estate<br />
  84. 84.<br />
  85. 85. MOBILE- most sites do not look good - only 5 apps in Australia- @ what cost?? (I hear you scream)<br />
  86. 86. MOBILE< recent BLOG<br />
  87. 87.
  88. 88. Power that is SOCIAL MEDIA- free- powerful- scares big media silly- elected a President- not being used by your competitors (yet)<br />
  89. 89. SOCIAL MEDIA – defined Social media refers to web sites whose information comes from its USERS. incl blogs, youtube, facebook, twitter, flickr, slideshare, foursquare, …<br />
  90. 90. Chad Hurley, Cofounder,<br />
  91. 91. Mark Zuckerberg, Founder, Facebook<br />
  92. 92. Biz Stone, Founder,<br />
  93. 93. 1994 Age ofSurf<br />1998 Age ofSearch<br />NOW Age ofSocial (media)<br />FUTURE Age ofSemantic Web<br />
  94. 94. “Markets are conversations”<br />conversations among humans sound human<br />natural, uncontrived, honest<br />public switch quickly<br />tell us something! <br />(then we might speak to you)<br />business is only part of our lives, it’s all of yours<br />The Cluetrain Manifesto: The End of Business as Usual<br />by Christopher Locke, Rick Levine, Doc Searls, David Weinberger<br />Pub 1999 : read it for free at<br />
  95. 95. … people want to talk!<br />
  96. 96. “Markets are conversations”<br />Every ‘deal’ is <br />a series of <br />conversations<br />
  97. 97. At its most basic, you could (should) be…BLOGGINGon FACEBOOKon TWITTER<br />
  98. 98. Advantages SOCIAL MEDIA- Cheap! and fast/instant- Reach / Accessible- Can be updated/improved- Democratic (power to the little guy)- It involves your clients (directly)<br />
  99. 99. BLOGGING 101- a “web log”- foundation of SM?- / Wordpress / other- leave comments, post- video blog (“vlog”)http://blog.aussiehome.com<br />
  100. 100. THE RULES…<br />not expensive in $’s<br />Blog often, blog interesting<br />Show yourpassion<br />Encourage staff to blog<br />Be authentic<br />Ideas spread<br />Allow publicto comment<br />
  101. 101. You’re asking the wrong question, but since you asked…<br />Better Traffic & SEO to your site<br />Fun, empowering for you/staff<br />Listen + Learn from your public<br />Gather interesting content<br />What goes around comes around<br />“Markets are conversations”<br />= the future of marketing?<br />
  102. 102. Look at blogs, read loads of them<br />If you had a soap box, <br />what you speak about? <br />Start one today<br />(it’s free –<br />How could your media <br />(your website) have a blog?<br />
  103. 103. Blogs are fantastic for SEO!<br />
  104. 104.
  105. 105. Mark<br />Anderson’s<br /><< BLOG<br />
  106. 106. PODCASTING- audio file (usually)- DIY- have them<br />
  107. 107. SOCIAL MEDIA in Aus _ Facebook: 6mn visitors (+95% p.a.)_ MySpace: 3.5mn (only +5%)_ Twitter: 800,000 (up from 13,000)_ 70%+ net users visited social netwks (+29%)_ social media/ blogs more pop than personal email 10% of ALL time on Internet = on social media<br />
  108. 108. Cont…_ 64% marketers spend 5hrs+/week_ It took radio 38 yrs, TV 13 yrs, Internet 4 yrs… to reach 50mn users … it took Facebook 9 mths to get 100mn!Source: 17 Aug 09<br />
  109. 109. FACEBOOK- Setting up a Page- Making comments/updates- Uploading photos- finding friends- how might you use this?- should biz be mixed with pleasure?<br />
  110. 110. Do your own FACEBOOK Page<br />free ‘n’ easy to set up<br />people find you<br />you’re in control<br />550,000 in Perth<br />more > 40 than < 20<br />500/day in Perth join<br />
  111. 111. Set up a FACEBOOK Group/Business Page<br />invite people in<br />publish events, goings on<br />interactive shop window<br />everyone gets to know<br />
  112. 112. Set up a FACEBOOK Group/Business Page<br />invite people in<br />publish events, goings on<br />interactive shop window<br />everyone gets to know<br /> and/or<br />
  113. 113. Linda Davis, real estate selling agent, Ledyard, CT<br />
  114. 114. Ledyard, CT <br />community<br /> page<br />(a landing<br />Page)<br />We could feed<br />In your listings<br />too!<br />
  115. 115. FacebookiPhoneApp ><br />
  116. 116. FREE FACEBOOK Business Page e-Book<br />by Peter Fletcher<br /><br />
  117. 117. 3. Post your own FACEBOOK Ads<br />Direct + targetted<br />Set a budget<br />Easy to set up, edit, <br />cancel + monitor<br />20mn+ views ($2900)<br />
  118. 118. FACEBOOK Policy<br />Addictive<br />Time Wasting<br />Haven’t got time!<br />You need a policy, and stick to it<br />Have a reason, WIIFT, part of marketing<br />
  119. 119. 4. TWITTER! (your own + company)<br />100,000+ in Perth<br />Growing fast<br />Very easy to update<br />‘micro-blogging’<br />Word out, top of mind<br />
  120. 120. TWITTER- “Twitter for real estate Twits!”(free ebook)<br />
  121. 121. 5. Upload movies to <br />Obama did 1,678<br />87 mn views<br />Av age 45-55 yrs<br />tag ‘perth real estate’<br />Own TV channel!<br />
  122. 122. 6. Foursquare(iPhone App) ><br /><br />
  123. 123.
  124. 124.
  125. 125. Real Estate applications?_ download the app, link to FB and twitter_ add your own business_ check in, and leave tips_ tell others about it_ check in @ home opens_ ask people for reviews (tips)<br />
  126. 126. LOCAL< recent BLOG<br />
  127. 127. It’s no longer the 4Ps of marketing(price, promotion, product, place)It’s the 3 i’s ...“Getting the right information to the right eyes at the right instant”<br />
  128. 128. Lower ad costs<br />targetted, effective marketing<br />Raise Traffic + improved rankings<br />Fun, empowering; learn & interact<br />Drive client loyalty<br />more sales and profits<br />MOST powerful when you mix them<br />
  129. 129. USED TOGETHER – rinse and recycle- use and tweet the links- comment on blogs ( blog, and tweet links to blog post- photo (twitpic) and upload- link twitter to Facebook updates- get your twitter/facebook domains<br />
  130. 130. This is what C21 are doing with Social Media in USA…<br />(courtesy<br />
  131. 131. Best Blog for social media and how to use it in real estate<br /><br />
  132. 132. Altitude’s Facebook Page<br />Search ‘Altitude’ in FB’s search box<br />5500+ fans! = real online community<br />
  133. 133. Rob Ham’s Twitter page<br /> <br />2000+ followers, well organised page<br />
  134. 134. OK, almost done!- empty the car park- check objectives- MY INTERNET MARKETING PLAN<br />
  135. 135. MY INTERNET MARKETING PLANCRMWeb Site – needs… enewsletters, interaction, SEO, traffic… how? Who?SEO phrasesare (80 characs), test, which? techniquesSEM – Facebook, Google Adwords, budgetSites – what others? Google RE? direct uploadSocial Media – Blog, Facebook Biz Page, FB ads, Twitter account, 4Square…Who’s going to do this? What’s the strategy/policy?<br />
  136. 136. THANK YOU! please fill in FEEDBACK FORMS Email me for these slides…and any help 0411 092 669<br />