Matt Dollinger RETSO Presentation

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This is my presentation for Real Estate Tech South (RETSO) 2011 in which I discuss the need for real estate agents to create a strategy for their business. Starting with the analysis of past business (business audit) agents should be able to follow along and move through the "data mining" and profiling of their clients - ending with the creation of a "cross platform" marketing strategy. Additional files and spreadsheets can be found at www.scribd.com/mattdollinger

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Matt Dollinger RETSO Presentation

  1. 1. Real Estate Revamp<br />Or… using strategic planning to drastically improve your business<br />
  2. 2. @mattdollingerVP of Strategic Development<br />
  3. 3. Who am I and why Brad asked me to speak….<br />
  4. 4. www.atproperties.com<br />
  5. 5. 1. I’m cheap free<br />
  6. 6. 2. You get my wife too… and she’s twice as smart as me.<br />
  7. 7.
  8. 8. 3. I work with hundreds of agents on marketing and planning their business… and I’m willing to give you all the knowledge I have.<br />
  9. 9. I know that this is a tech conference and all…<br />
  10. 10.
  11. 11. I want to talk about some things that AREN’T so 2.0, flashy, innovative, <add buzzword here><br />
  12. 12. Why? Because your brains are already full of all this stuff – and you probably know more than me.<br />
  13. 13. I want to talk about your business, what you are facing today, and how you can create a plan to succeed in real estate.<br />
  14. 14.
  15. 15. So let’s get started…<br />
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  17. 17.
  18. 18.
  19. 19.
  20. 20.
  21. 21. Let’s take a look at your competition…<br />
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  25. 25.
  26. 26. So the question becomes – does all of our Tweeting, Facebooking and Four Squaring actually bring us business?<br />
  27. 27. My hypothesis<br />Agents are spending too much time on “other” activities than those that bring them business. (i.e. Business Sourcing)<br />The “cool” factor of technology and social media has caused many to abandon tried and true marketing tactics. (i.e. Cross Platform)<br />Due to our multi-tasking society most do not approach their business and marketing with a clear cut and defined strategy. (Strategy)<br />
  28. 28. Ok… so what should I do?<br />
  29. 29. 1. Analyze Your Business Sourcing<br />
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  32. 32. What about ‘ye oldeSphere of Influence?<br />
  33. 33. How “active” is your SOI and/or past clientele?<br />
  34. 34.
  35. 35. 2. Understand your Audience<br />
  36. 36.
  37. 37. Data Mining and Profiling are not necessarily 4 letter words.<br />
  38. 38.
  39. 39. 4 Types of Graphics we want<br />Demographic<br />demographics include gender, race, age, income, disabilities, mobility (in terms of travel time to work or number of vehicles available), educational attainment, home ownership, employment status, and even location.<br />
  40. 40. 4 Types of Graphics we want<br />Lifestyle<br />A lifestyle is a characteristic bundle of behaviors that makes sense to both others and oneself in a given time and place, including social relations, consumption, entertainment, and dress. The behaviors and practices within lifestyles are a mixture of habits, conventional ways of doing things, and reasoned actions<br />
  41. 41. 4 Types of Graphics we want<br />Psychographic<br />psychographic data refers to any attributes relating to personality, values, attitudes, interests, or lifestyles. They are also called IAO variables (for Interests, Activities, and Opinions).<br />
  42. 42. 4 Types of Graphics we want<br />Technographic<br />Technographic segmentation was developed to measure and categorize consumers based on their ownership, use patterns, and attitudes toward information, communication and entertainment technologies.<br />
  43. 43. Would knowing all of these things help you prospect, predict and even engage your clients better?<br />
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  52. 52. What can you tell me about these people?<br />
  53. 53. Information we have learned <br />Who might be buying or selling<br />What factors might be important to them<br />What life changes they might be experiencing<br />What technology levels we can engage them<br />What other activities they participate in<br />Their personal (estimated) income level<br />How likely they are to refer business to us<br />Who our most valuable clients are<br />i.e. who we need to spend our TIME on<br />
  54. 54. Do you know of a software that might help you gather some of this information?<br />
  55. 55. Would this help you in your next marketing campaign?<br />
  56. 56. 3. Cross Channel Marketing<br />
  57. 57.
  58. 58.
  59. 59. It’s all media…<br />
  60. 60. How do we get them to play nicely together?<br />
  61. 61. Direct Mail + WebOpen House + iPadAdvertising + QR Code<br />
  62. 62.
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  64. 64.
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  66. 66.
  67. 67.
  68. 68. You need to become a media company.<br />
  69. 69.
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  71. 71.
  72. 72. In closing…(you can all sigh now)<br />
  73. 73. 1. I’d like to thank my wife for simply being awesome<br />
  74. 74. 2. Analyze your past business to predict trends and potential.<br />
  75. 75. 3. Data Mining is not a bad thing. In fact it’s easier now then ever.<br />
  76. 76. 4. Don’t confuse “old” with “dead”X X----<br />
  77. 77. 5. Approach the AWESOME sessions with an open mind and think how you can combine them.<br />
  78. 78. I don’t have all the answers – but maybe I can give you the right questions.<br />
  79. 79. Thank you@mattdollinger<br />

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