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Online marketing realtors2019-compressed

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Matthew Rathbun shares about online marketing for real estate agents in 2019

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Online marketing realtors2019-compressed

  1. 1. MatthewRathbun ABR, CIPS, CRB, CRS, ePRO, GREEN, GRI, MRP, SRS #LeadGenonline marketing
  2. 2. Hi, I’m Matthew… @MattRathbun | TheAgentTrainer.com #Broker #Troublemaker #Storyteller #BrandFanatic #Geek
  3. 3. We’re Gonna Go Fast!
  4. 4. Your Brand Agent Financial OfficerMarketing OfficerCEO
  5. 5. YOU NEED TO KNOW YOUR AUDIENCE
  6. 6. Consumer Personas
  7. 7. NAR Profile of Buyers and Sellers
  8. 8. Realtor Property Resource narrpr.com
  9. 9. glamorous/glam glorious
 good flow gorgeous
 graceful
 grand
 grandiose Handsome harmoniou eworld char open
 original
 ornamenta outstandin oversized over-sized overwhelmi 
 Handsome
 harmonious
 healthy
 historic
 Ideal
 imaginative
 impeccable
 incredible
 inexpensive
 innovative
 picturesque
 plush
 posh
 practical
 premium
 prestigious
 lovely 
 w maintenance 
 lush
 luxurious
 luxurY
 Magnificent
 majestic
 manicured
 massive
 masterpiece
 mature
 memorable
 meticulous
 modern
 odern elegance
 modest
 Nestled 
 incredible
 inexpensive
 innovative
 inspiring
 intimate
 intricate
 investment
 inviting
 irresistible
 
 ornamental
 outstanding
 oversized
 over-sized
 overwhelming
 Paradise
 3,104 ADS ARE SEEN EACH DAY
  10. 10. DON’T JUST BE ANOTHER AD
  11. 11. BE CREATIVE AND HAVE FUN!
  12. 12. The Clone Era Has Ended
  13. 13. The Human Attention Span is 8 seconds… 1 second less than a goldfish
  14. 14. Google’s Zero Moment of Truth
  15. 15. LIFESTYLE CONTENT MATTERS
  16. 16. IS YOUR CONTENT: • USEFUL • RELEVANT • SHARABLE • MOTIVATIONAL
  17. 17. • Videos • DIY Guides • Social Media • Photos • Blogs • eMail Campaigns • Blog posts
  18. 18. Paid vs Free PAID “FREE” LeadGen Sites Give Aways Websites Digital Ads Print Ads Aggregators Social Media civic involvement Videos Free Sites Content Marketing SOI
  19. 19. Your Website
  20. 20. 96%Real Estate Clients Use The Internet 55%Buyers Start on Agent Site 78%Clients Visit More Than 1 Site 75%Judge A Business By Their Site WHY WEBSITES MATTER 69%Clients Start with Local Terms 52%Of All Engagement Starts with a Local Search
  21. 21. Build your analog and digital sphere of influence
  22. 22. Connect with Your SOI
  23. 23. Storytelling
  24. 24. HUB AND SPOKES (everything points back to your website)
  25. 25. placester.com/NAR
  26. 26. WUFOO
  27. 27. MailChimp
  28. 28. SLIDESHARE
  29. 29. Hubspot email Signature hubspot.com/email-signature-generator
  30. 30. CamCard
  31. 31. CRM
  32. 32. WiseAgent.com $29/month
  33. 33. •Write in the First Person •Tell a client your story, as well as theirs. •Long and Short Version •Awards and Experience? •Save as a document •Refresh once per year. Your Bio
  34. 34. You’ll Need 3 Bios… • Social Bio • Short Bio • Full Bio
  35. 35. Social Profile
  36. 36. Short Bio
  37. 37. Full Bio
  38. 38. Grammarly
  39. 39. Profile Photos
  40. 40. Mastering Aggregators • Complete Profiles • Complete Bios • Update Headshot • Solicit Reviews • Use Agent Tools • Connect to Social
  41. 41. Share and Engage
  42. 42. What do we share?
  43. 43. coschedule.com/headline-analyzer
  44. 44. Canva.com
  45. 45. Personal Brochure [Canva rocks!]
  46. 46. StockSnap.io
  47. 47. Facebook Ads
  48. 48. Instagram Stories
  49. 49. google.com/PlacesForBusiness
  50. 50. HootSuite
  51. 51. DIY Network Groups •Lunch Meetings •Pick Lifestyle “Connectors” •Common Landing Page Like Google Groups
  52. 52. groups.google.com
  53. 53. Meetup.com
  54. 54. FSBO Packets, Sites and Conversion
  55. 55. FSBO Engagement Packet Cover Letter Basic Market InfoDocument Summary NAR RPR Reportresume Buyer Search Info
  56. 56. cvmkr.com
  57. 57. video
  58. 58. spark.adobe.com Adobe Spark Video Editor
  59. 59. All you need is your smartphone
  60. 60. Vid Tips • Keep it under 90 seconds • Use music • Tell a story • Have a call to action • Be personable • Be funny • Don’t suck
  61. 61. Video Ideas • Neighborhood Tours • Client Interviews • Product Reviews • Lifestyle Information • Home Tours • Home Inspections • Vlogging
  62. 62. Write Articles • HOAs • Newspapers • Other Businesses
  63. 63. Community Newsletter
  64. 64. Handwritten Notes
  65. 65. AgentDesks
  66. 66. HomeSnap
  67. 67. google.com/alerts
  68. 68. interviewing leadGen vendors •Term of Agreement •month-to-month is better •Get References •Referral / Affiliate Program •Interconnectivity of other tools •Platform costs and add-ons •Exclusive territory? •Best price
  69. 69. interviewing leadGen vendors •Never say yes on the first call •Don’t get trapped in “special pricing” •Training •self-paced •one-on-one •added cost? •Interconnectivity of other tools •Does the tool fit in with your current marketing plan?
  70. 70. Evaluating Effectiveness
  71. 71. evaluating effectiveness •What was the expectation •Was expectation reasonable •Did the resource bring a 30%+ ROI •Agent’s time + expense = investment •Has everything been done to maximize results •Does resource still fit into marketing plan
  72. 72. Experiment
  73. 73. You Need A Plan
  74. 74. Thanks for your time! That’s Jett Facebook: /mattrathbun Twitter: @mattrathbun Instagram: @matthew_rathbun TheAgentTrainer.com

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