Home builders pp


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This is for a one hour marketing presentation to the central Oklahoma Homebuilders Association. Somne slides will be for later study since I have only a short time to say a lot.

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Home builders pp

  1. 1. <ul><li>What Can We Accomplish Today </li></ul><ul><ul><li>Shift our focus from push to pull marketing </li></ul></ul><ul><ul><li>Go from web pages to Communities </li></ul></ul><ul><ul><li>Reduce our cost and extend our reach </li></ul></ul><ul><ul><li>Go to where the people are </li></ul></ul><ul><ul><li>Learn to have fun </li></ul></ul><ul><ul><li>Build an online persona that is real </li></ul></ul><ul><ul><li>Brand Ourselves as experts on the market not marketing experts </li></ul></ul><ul><ul><li>A mindset change from telling and selling to building relationships </li></ul></ul>
  2. 2. <ul><li>It is about asking permission </li></ul><ul><li>Pull people in don’t push out information </li></ul><ul><li>Benefits instead of features </li></ul><ul><li>Building community not web pages </li></ul>
  3. 3. “ If you are trying to convince someone to do business with you, then you are doing something wrong” Jeff Turner tweet from RETechSouth “ If you don’t like change, you are going to like irrelevancy even less” General Eric Shinseki
  4. 4. <ul><li>The ROI on $200,000 GCE on $400 in marketing cost for blogging, video, and listing syndication is about 40,000% </li></ul><ul><li>The ROI on $50,000 GCE on $7200 in marketing cost for direct mail is about 594% </li></ul><ul><li>If we brought up the cost on direct mail to do $200,000 there is a $28,4000 difference </li></ul>
  5. 5. <ul><li>There are 152 million blogs but less than 10% of REALTORS blog </li></ul><ul><li>2 Billion videos per day are watched on youtube.com but only .8% of REALTORS are posting video </li></ul><ul><li>There are 266 million internet users in North America </li></ul><ul><li>294 Billion emails are sent everyday but 89.1% is spam </li></ul>
  6. 7. <ul><li>The Library Google.com </li></ul><ul><li>Travel Agent Orbitz.com </li></ul><ul><li>Book Store Amazon.com </li></ul><ul><li>Music Store iTunes </li></ul><ul><li>Attorney Pre-Paid Legal </li></ul><ul><li>Technology pricegrabber.com </li></ul><ul><li>Movie rentals Netflix.com </li></ul><ul><li>Contract labor elance.com </li></ul><ul><li>Real Estate ? </li></ul>
  7. 8. <ul><li>No. 1 Google.com </li></ul><ul><li>No. 2 Facebook.com </li></ul><ul><li>No. 3 Youtube.com </li></ul><ul><li>No. 4 Yahoo.com </li></ul><ul><li>No. 8 Twitter.com </li></ul><ul><li>No. 9 blogspot.com </li></ul><ul><li>No. 10 Bing.com </li></ul><ul><li>No. 14 Linkedin.com </li></ul><ul><li>No. 17 Wordpress.com </li></ul><ul><li>No. 19 Craig’s List.com </li></ul><ul><li>No. 180 Trulia.com </li></ul><ul><li>No. 227 Zillow.com </li></ul><ul><li>No. 278 Realtor.com </li></ul>
  8. 9. <ul><li>46% Access Social media every day </li></ul><ul><li>175 Million log into Facebook every day </li></ul><ul><li>Twitter adds 500,000 accounts daily </li></ul><ul><li>Tweets per second-66,667 </li></ul><ul><li>92% of Social media users access Facebook </li></ul><ul><li>70% of small businesses use Social Media </li></ul><ul><li>48% of 18-34 access Facebook when they get up </li></ul>
  9. 10. <ul><li>1. Search-Represents 67% of all searches </li></ul><ul><li>2. Instant-Changes SEO Guidelines </li></ul><ul><li>3. Alerts-Monitor your Online Rep and topics </li></ul><ul><li>4. Voice-Never Miss a phone call </li></ul><ul><li>5. Calendar-Create a team interaction or online guide to events </li></ul><ul><li>6. Keywords-Find what people are searching for </li></ul><ul><li>7. Analytics-Evaluate online traffic </li></ul><ul><li>8. Maps/earth-Tag your listings or location </li></ul><ul><li>9. Sponsored Links-Pay per click </li></ul><ul><li>10. Youtube.com-No. 4 site and growing </li></ul><ul><li>11. Gmail-email anywhere </li></ul><ul><li>12. Reader-Blogs and articles in one place </li></ul><ul><li>13. Chrome-Super fast browser </li></ul><ul><li>14. Apps-Free version of Office like tools </li></ul><ul><li>15. Google +-Facebook combined with Twitter </li></ul>
  10. 11. <ul><li>What would you rather have, 100,000 people playing or 4,000 people using you? </li></ul><ul><li>What did the $8000 tax credit buyers Google to find information? </li></ul><ul><li>Why are realtor.com, Trulia.com, Zillow.com, and homegain.com spending money to get ranked on Oklahoma City Real Estate? </li></ul>
  11. 12. <ul><li>1. Who are You </li></ul><ul><li>2. What are your Specialties </li></ul><ul><li>3. What’s in a name? </li></ul><ul><li>4. What is a Slogan and a UPS </li></ul><ul><li>5. Who is the audience </li></ul><ul><li>6. Logos and Colors </li></ul><ul><li>7. Where is it used </li></ul><ul><ul><ul><li>Website </li></ul></ul></ul><ul><ul><ul><li>Signs </li></ul></ul></ul><ul><ul><ul><li>Business Cards </li></ul></ul></ul><ul><ul><ul><li>Email </li></ul></ul></ul><ul><ul><ul><li>Flyers </li></ul></ul></ul><ul><ul><ul><li>Video </li></ul></ul></ul><ul><ul><ul><li>Stationary </li></ul></ul></ul>
  12. 13. <ul><li>Who is your audience? </li></ul><ul><li>How do they find you? </li></ul><ul><li>What content do you bring? </li></ul><ul><li>What will it cost? </li></ul><ul><li>Where do you want them to go? </li></ul><ul><li>Follow up? </li></ul><ul><li>How do leads become clients? </li></ul><ul><li>If everyone is there, is it too late? </li></ul><ul><li>How am I different? </li></ul><ul><li>How does it all fit together? </li></ul>
  13. 15. <ul><li>Free SEO </li></ul><ul><li>Gain your voice </li></ul><ul><li>Fresh Content </li></ul><ul><li>Google can index in 5 minutes </li></ul><ul><li>Sell listings </li></ul><ul><li>Be the Expert </li></ul><ul><li>Blog locally and think globally </li></ul><ul><li>Everyone is not doing it </li></ul><ul><li>It’s the new referral network </li></ul><ul><li>You can become famous </li></ul>
  14. 16. <ul><li>Most Important </li></ul><ul><li>Passion </li></ul><ul><li>Frequency </li></ul><ul><li>Consistency </li></ul><ul><li>Redundancy </li></ul><ul><li>Being Yourself </li></ul><ul><li>Results </li></ul><ul><li>Least Important </li></ul><ul><li>Huge traffic </li></ul><ul><li>What REALTORS think </li></ul><ul><li>How pretty it is </li></ul><ul><li>Comments </li></ul><ul><li>Awards </li></ul><ul><li>Isolation </li></ul>
  15. 17. <ul><li>Reduces lead cost by 60% </li></ul><ul><li>Increases indexed pages by 434% </li></ul><ul><li>Increases website visitors 55% </li></ul><ul><li>97% more inbound links </li></ul><ul><li>Biggest % of business getting a client </li></ul><ul><li>More Frequency equals more business </li></ul><ul><li>Why used more is the economy and past success </li></ul><ul><li>Blogs & Inbound advertising is now 39% of small business budgets and rising </li></ul><ul><li>2 nd to Social media in lowest cost </li></ul>
  16. 18. <ul><li>Listing </li></ul><ul><li>Community </li></ul><ul><li>Green Real Estate </li></ul><ul><li>Market Data </li></ul><ul><li>Specialty </li></ul><ul><li>Event </li></ul><ul><li>Personal Story </li></ul><ul><li>National Events </li></ul><ul><li>Real Estate Education </li></ul><ul><li>Video </li></ul><ul><li>Website Features </li></ul><ul><li>Series </li></ul><ul><li>Testimonials </li></ul><ul><li>Predictions </li></ul><ul><li>Case Studies </li></ul><ul><li>Interviews </li></ul><ul><li>Reviews </li></ul><ul><li>Charities </li></ul><ul><li>Causes </li></ul><ul><li>Rant </li></ul><ul><li>How to Instruction </li></ul>
  17. 19. <ul><li>Oklahoma City Oklahoma has 3.35 million local searches per month, low competition </li></ul><ul><li>Property Values has 368,000 local searches, medium competition </li></ul><ul><li>Property taxes has 1.22 million local searches and low competition </li></ul><ul><li>Oklahoma City Schools has 33,100 local searches and low competition </li></ul><ul><li>Oklahoma City homes has 49,500 local searches and medium competition </li></ul>
  18. 20. <ul><li>Remember that you know more about real estate than your readers do but never be afraid to say you were wrong, or that you didn’t know something. Thank them and say you will find out. </li></ul><ul><li>You are not a Pulitzer Prize wining author, you are an amateur writer with the right knowledge so it is okay to show humanness because that creates connections and builds relationships. </li></ul><ul><li>If you can talk and sell, you can blog </li></ul><ul><li>You are not writing to PhDs </li></ul>
  19. 21. <ul><li>#3 Visited Website </li></ul><ul><li>#2 most searched </li></ul><ul><li>It’s free! </li></ul><ul><li>Can be Google Indexed </li></ul><ul><li>Can be Branded </li></ul><ul><li>Easy to Embed on web sites </li></ul><ul><li>Promotes You Also </li></ul><ul><li>73% of the public said they are likely to use you </li></ul><ul><li>Steps for Use </li></ul><ul><ul><li>Sign Up </li></ul></ul><ul><ul><li>Sign In </li></ul></ul><ul><ul><li>Brand & identify </li></ul></ul><ul><ul><li>Select Account and My Videos </li></ul></ul><ul><ul><li>Select New </li></ul></ul><ul><ul><li>Type in fields like title, description, Tags </li></ul></ul><ul><ul><li>Save </li></ul></ul><ul><ul><li>Virally Spread </li></ul></ul>
  20. 22. <ul><li>The Top Ten youtube.com channels and partners have more viewers that the Top Ten Cable networks </li></ul><ul><li>The two biggest demographic viewers are the 18-34 age bracket and women </li></ul><ul><li>The average viewer spends 15 minutes per day on youtube.com </li></ul><ul><li>35 hours of video uploaded every minute </li></ul><ul><li>3 Billion Daily Views </li></ul>
  21. 23. <ul><li>Informational-this is where you explain your core competence </li></ul><ul><li>Community-can be about a city, a neighborhood, schools, amenities, etc. </li></ul><ul><li>Listings-Can be a virtual tour, self produced video, or a company produced video </li></ul><ul><li>Testimonials-The public is more likely to believe it </li></ul>
  22. 24. <ul><li>Video Optimization by using keyword phrases </li></ul><ul><li>Video Value created through essential content that the public wants </li></ul><ul><li>Video Aftermath that spreads the content beyond youtube.com </li></ul>
  23. 25. <ul><li>Keep it short </li></ul><ul><li>Be engaging, entertaining, and educate </li></ul><ul><li>Calls to Action </li></ul><ul><li>Chances are it won’t go viral </li></ul><ul><li>Pay attention to lighting and sound </li></ul><ul><li>Track your viewers by going to settings/insight/metrics/hotspots </li></ul><ul><li>You can go Short tail on Video </li></ul><ul><li>The more specific the better </li></ul><ul><li>Google Loves Video </li></ul>
  24. 26. <ul><li>Virtual Tours </li></ul><ul><li>PowerPoint and Keynote </li></ul><ul><li>Interviews </li></ul><ul><li>Istockphoto.com videos </li></ul><ul><li>Screen Capture with narration </li></ul><ul><li>Public Domain Content </li></ul><ul><li>Animoto </li></ul><ul><li>HDHat.com </li></ul>
  25. 27. <ul><li>HDHAT.com will do it for you </li></ul><ul><li>Animoto will do it for you </li></ul><ul><li>Camtasia is great and expensive </li></ul><ul><li>Windows Movie Maker is basic and free </li></ul><ul><li>Imovie for Mac users </li></ul><ul><li>Corel VideoStudio Pro X4 at $99 </li></ul><ul><li>Sony Vegas Studio HD Platinum II Suite is $99 </li></ul>
  26. 31. <ul><li>It’s not about you </li></ul><ul><li>Don’t bore your audience </li></ul><ul><li>Know where you want to direct them </li></ul><ul><li>Keep them short </li></ul><ul><li>Deliver on your promise </li></ul><ul><li>Consistency is King, video at least once a week </li></ul><ul><li>Bonus: get video comments </li></ul><ul><li>Bonus: Transcribe your video to text </li></ul>
  27. 32. <ul><li>Over 800 Million Active users </li></ul><ul><li>50% of users log in on any given day </li></ul><ul><li>Average user has 130 friends </li></ul><ul><li>Average user is connected to 80 community pages </li></ul><ul><li>250 million photos uploaded daily </li></ul><ul><li>Typical user spends 8 hours on Facebook per month </li></ul>
  28. 33. <ul><li>Your personal page needs to be personal </li></ul><ul><li>Business pages are indexed by Google </li></ul><ul><li>Use your personal page to build community </li></ul><ul><li>Create List on Friends </li></ul><ul><li>Invite friends to your Fan page </li></ul><ul><li>Link you business pages as featured </li></ul><ul><li>Use calls to Action for viral spread </li></ul><ul><li>Create Events with Causes </li></ul>
  29. 34. <ul><li>Pro version is $89 per year </li></ul><ul><li>Built in Metrics </li></ul><ul><li>Easily embedded in blogs </li></ul><ul><li>Has Widgets for Facebook and WordPress </li></ul><ul><li>Can add virtual tour and videos, has an Animoto link </li></ul><ul><li>Use in Single property Websites </li></ul><ul><li>Social Media Links </li></ul><ul><li>Creates a QR code per listing </li></ul><ul><li>Multiple Picture Upload </li></ul>
  30. 37. <ul><li>Vflyer.com does much of what Realbird.com does and also has widgets for blogs and websites </li></ul><ul><li>Postlets.com is another similar company and it was just acquired by top Producer </li></ul><ul><li>Our MLS has syndication built in that also spreads your listings </li></ul>
  31. 38. <ul><li>Send your blogs to Facebook, Google +, Linkedin, Twitter, Stumbleupon </li></ul><ul><li>Send Your video to Listing Syndication, Facebook, Blogs, Google +, Twitter, Email, Social Bookmarking sites </li></ul><ul><li>Send Listing syndication to Facebook, blogs, Twitter, Craig’s List, Single property websites, Email, Google </li></ul>
  32. 39. Really get to know your customers.  All of the audience groups out there have specific needs and once you learn your demographic and who is actually using your applications, you can start offering them what they really need.  Along the way, don't lose sight of the fundamentals of Web 2.0.   It's what makes your product especially potent and drives the core of the long-term value it generates. enormously. Finally, use the latest tools, technologies, apps, platforms & learn what they can do.   There is no substitute for using things hands on and understanding what they are capable of. 
  33. 40. <ul><li>Google Mobile with Voice </li></ul><ul><li>Real Estate calculators </li></ul><ul><li>Photo Imaging and Panorama Stitch </li></ul><ul><li>Social Networking Sites </li></ul><ul><li>Twitter Apps </li></ul><ul><li>Ustream Broadcaster </li></ul><ul><li>Video Apps </li></ul><ul><li>Posterous </li></ul><ul><li>QR code reader </li></ul><ul><li>RSS reader </li></ul><ul><li>Document Storage and editing </li></ul>
  34. 41. “ Nothing in the world can take The place of persistence. Talent will not; nothing is more common Than unsuccessful men with talent. Genius will not; unrewarded Genius in almost a proverb. Education will not; the world Is full of educated derelicts. Persistence and determination are omnipotent. The slogan ‘press on’ has solved and always will Solve The problems of the human race”. Calvin Coolidge
  35. 42. <ul><li>Slideshare.net Upload & share PowerPoint Presentations. Word Docs, PDFs </li></ul><ul><li>Animoto.com Multimedia video& photo editing software </li></ul><ul><li>Tubemogul.com Video distributor </li></ul><ul><li>Onletterhead.com Custom email template with live links </li></ul><ul><li>Vlyer.com or postelets.com Multimedia flyers with distribution </li></ul><ul><li>Primeopdf.com Create PFDs without Adobe for free </li></ul><ul><li>Issuu.com site to create, author, store, and share publications </li></ul><ul><li>Klout.com check your Twitter reach </li></ul><ul><li>Box.net File sharing site with smart phone integration </li></ul><ul><li>Transferbigfiles.com Send 1 Gig files by email </li></ul><ul><li>Geochirp.com Hyper-local Tweeter locator </li></ul><ul><li>Mozy.com & carbonite.com Cloud computing storage backup </li></ul><ul><li>Floorplanner.com create floor plans for your listings </li></ul><ul><li>Drivebytech.com multimedia text message on yard signs to smart phones </li></ul><ul><li>Wordpress.org &.com Create your own blog for free or low cost </li></ul><ul><li>Yugma.com free video conferencing for up to 20 people </li></ul><ul><li>Freeconferencecall.com free networking over the phone </li></ul><ul><li>Roost.com </li></ul><ul><li>Picnic.com Google owned imaging software site </li></ul><ul><li>Flickr.com photo and multimedia sharing site </li></ul><ul><li>Avg.com free anti-virus software </li></ul><ul><li>Twittertools.com lots of tools </li></ul><ul><li>Yelp.com rate services and add friends </li></ul><ul><li>Surverymonkey.com create and send surveys </li></ul><ul><li>Posterous.com free blog transfer </li></ul><ul><li>Snagit.com website capture tool </li></ul><ul><li>Jing, free version of Snagit.com </li></ul><ul><li>Skype.com free video conferencing and phone </li></ul><ul><li>Logmein.com free computer to computer access and pro pay file transfer </li></ul><ul><li>Elance.com Competitive task bidding site for all your projects </li></ul><ul><li>Shrinkpictures.com Quick editing software for free </li></ul>