Virginia GRI 404 Technology Presentation


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  • Niche marketing or targeting a specific market is not new What IS new is tailoring your approach so what you say and do resonates more powerfully with each of the 4 generations NAR Statistics (2007) On-Line Consumers39% are between 25-34 years of age65% are Married22% are Single Females8% are Single MalesMedian income is $70,700 per year
  • The real question is – will you evolve to deliver on these new buyers expectations?
  • Lesson 1 Who is Today’s Real Estate Consumer?Remember to update this slide from NAR website
  • Living the Code - Duties to Clients and Customers Standards of Practice 1-2
  • Section 3 MobilityFocus on 3 technology tools that consumers are using every dayLaptopsWireless capabilityPDAS
  • Living the Code – Honest and Truthful CommunicationsArticle 12Standards of Practice 12-5, 12-8 – 11Effective January 1, 2008 New Standards of Practice related to Article 8
  • E-mail
  • Keep people apprised of the mundane details of your life…Also useful for people of similar interests, they use it to organize and meet each other.Increasingly used by young people for calendaring, corresponding, etc.
  • Virginia GRI 404 Technology Presentation

    1. 1. Matthew Rathbun, Broker<br />ABR, ABRM, ASR, CSP, EcoBroker, e-PRO, GRI, GREEN, QSC, RECS, SRS, SRES<br />GRI 404: Cyber-Agent<br />1<br />
    2. 2. Learning Objectives<br />Identify who today’s consumer is<br />Identify appropriate tools for business<br />
    3. 3. Learning Objectives<br />Create web presence with a website, and blog <br />Evaluate the effectiveness of internet advertising and marketing in relation to<br />Inventory, company and personal business<br />Evaluate new social networking tools that are effective for real estate<br />
    4. 4. Learning Objectives<br />Identify ways to stay current and informed on issues affecting their business through the use of the Internet<br />
    5. 5.<br />
    6. 6. The Force Behind Real Estate Technology<br />Internet educated home buyer<br />The Internet and capabilities<br />Content rich websites<br />Self service attitude<br />The new generations<br />
    7. 7. Objectives<br />Craft marketing to appeal to each generation<br />Communication style<br />Learn the demographics and psychographics of the four generations<br />
    8. 8. Marketing is… having a conversation<br />
    9. 9. Most Valuable Features of Website<br />NAR 2008 Homebuyer & Seller Report<br />
    10. 10. The Why of Technology<br />Source: 2008 NAR Profile of Buyer and Sellers<br />
    11. 11. What Are They Looking For?<br />
    12. 12. How about the Follow Thru?<br />45% of Leads will turn into a sale for someone<br />Only 10% will become a sale in 90 Days<br />22-25% will convert to a sale in 180 days<br />The average on-line buyer needs to be incubated for six months to a year.<br />The older the Lead the less competition.<br />
    13. 13. Who is On-Line?<br />NAR Statistics (2008) On-Line Consumers<br />34% are between 25-34 years of age<br />65% are Married<br />17% are Single Females<br />8% are Single Males<br />Median income is $70,700 per year<br />
    14. 14. Demographics<br />170% Growth in 35-45 year olds in past year<br />Average age of a user is 32<br />Majority are College Graduates<br />Largest increase of users are those over 55 in the past year<br />175 million active users<br />Average users have 120 friends<br />18 million update daily<br />Over 3 Billion minutes spent on Facebook daily<br />Source:<br />
    15. 15. What Did they find important?<br />
    16. 16.<br />
    17. 17. “Failing to make a decision (to change) is simply not an option – the market will make one for you.”<br />(Swanepoel Report)<br />
    18. 18.
    19. 19. Living the Code<br />Duties to Clients and Customers<br />Standards of Practice 1-2<br />“The duties imposed by the code of ethics encompass all real estate related activities and transactions whether conducted in person electronically or through any other means”<br />
    20. 20. Tools of the TradeIt’s Part of Your Image!<br />
    21. 21. Laptop Essentials<br />14-Inch TFT Color Screen<br />WiFi and Bluetooth Receiver (built in)<br />95% full size spill proof keyboard<br />Good speakers<br />Dell Discount Available for REALTORS® via REALTOR®-Benefits<br />Leasing versus Renting?<br />
    22. 22. Docking Station<br />
    23. 23. Mac vs. PC<br />
    24. 24. Laptop Questionnaire<br />Consider a tablet or portable laptop (12-14” screen)<br />Consider a portable laptop (12-14” screen)<br />Consider a desktop replacement (15-17” screen)<br />1<br />2<br />3<br />
    25. 25. Bluetooth<br />Personal Wireless Network<br />
    26. 26. ConvergenceModels<br />Palm OS powered PDA like theTreo or Centro offer touch screen and infra red<br />Pocket PC powered PDA offers “Outlook”like performance and productivity<br />Blackberry combines user friendly keyboards with easy-to-use design for calls and E-mail on the go!<br />
    27. 27. ConvergenceModels<br />3G technology gives iPhone fast access to the Internet and E-mail around the world <br />iPhone 3G makes it possible to do more in more places <br /> Surf the web<br /> Download E-mail<br /> Get directions<br /> Watch video <br /> Even while you’re on a call<br />
    28. 28.
    29. 29.
    30. 30. The Most Useful Tools<br />Check E-mail <br />Return phone calls<br />Schedule meetings and showings<br />Make follow up and prospecting calls<br />Search MLS and pricing info<br />Avoid missing appointments<br />
    31. 31. Camera Features<br />Megapixels<br />More megapixels equals more detail <br />ZOOM Lens<br />10-16x w/ digital enhancement<br />28mm or as close as possible<br />Compare optical zoom<br />Ignore digital zoom <br />Size, ease-of-use, and price <br />
    32. 32. Camera Features<br />Memory/Storage <br />Same card as your phone or PDA<br />Image stabilization<br />Ensures sharp pictures if you’ve got a shaky hand <br />Or when using the zoom for close-ups<br />Better software <br />Image editing<br />Archiving<br />Stitching to create panoramic images <br />
    33. 33. Panasonic Lumix TZ5<br />91-megapixel <br />10x optical zoom Leica DC lens<br />720p HD motion pictures<br />3-inch LCD screen<br />28mm to 128 mm<br />Image Stabilization<br />
    34. 34. Samsung NV24HD Pros<br />- 24mm wide in both photo and video mode.<br />- HD video, but the HD does crop the top and bottom. IE the non HD mode will record a wider image vertically.<br />Samsun Cons:<br />- Video length is only 25 minutes. (let me know if the newer cameras last longer)<br />
    35. 35.<br />
    36. 36. Photos – what not to do!<br />Using Bad Photos as a Marketing Tool?<br />
    37. 37. 37<br />
    38. 38.<br />
    39. 39.<br />
    40. 40. VT of What Not to Do<br />
    41. 41.
    42. 42. Electronic Signatures<br />UETA = Uniform Electronic Signature Act (1999)<br />
    43. 43.
    44. 44. Fax – Just say no!<br />
    45. 45. Transaction Management<br />
    46. 46.<br />
    47. 47. Microsoft Outlook<br />
    48. 48.<br />
    49. 49. Living the Code<br />Article 12<br />Honest and Truthful Communications<br />Standards of Practice 12-5<br />Standards of Practice 12-8 through 11<br />New Standards of Practice related to Article 12 effective January 1, 2008<br />
    50. 50. E-mail Still Rules<br />Pew Internet Life 2008<br />
    51. 51. E-mail Etiquette<br />Get to the point<br />Business writing<br />Punctuation<br />Abbreviations<br />Easy on the formatting<br />Spam<br />Check yore spelling<br />Reread before sending<br />Always use a signature<br />New subject line when subject changes<br />
    52. 52. Types of E-mail Systems<br />Web-based Systems<br />POP vs SMTP<br />Outlook<br />AOL <br />MRIS E-mail<br />Attachments<br />Signature Lines<br />Vacation Messages<br />“Free” E-mails<br />GMail<br />Hotmail<br />Yahoo<br />Distribution Lists<br />Contacts<br />Instant Messages<br />
    53. 53. E-mail Disclosure<br />
    54. 54. E-mail Newsletter<br />Clickable Links<br />Photos<br />Graphics<br />E-mail Merge<br />
    55. 55. Getting Help<br />Be consistent<br />Monthly is good<br />Permission based only<br /> – Always ask permission before youstart sending the E-mail<br />
    56. 56. NAR Opinion of CAN SPAM<br />E-mail is to be used for<br />Responses to Inquires<br />Contact clients and firms involved in a transaction<br />Remain in contact with former client<br />Promote property listings<br />
    57. 57. Search Engine Marketing<br />OfflineMarketing<br />RelatedSites<br />Marketing on the Web<br />Listing Aggregators<br />Directories<br />Site Advertising<br />3rd party Lead Generation<br />Yard Signs<br /> Flyers<br /> Print Ads<br /> Direct Ads<br /> Promotional Items<br /> Events<br />Organic Results<br />Paid Results<br />
    58. 58. <ul><li>Great Real Estate Websites include: -Easy Navigation -Provides Information about your Services -Focus on Building Relationships -Area information -MLS / IDX Information</li></li></ul><li>Screen Capture<br /><br /><br /><br /><br />
    59. 59.
    60. 60.
    61. 61.
    62. 62.
    63. 63.<br />
    64. 64.<br />
    65. 65.
    66. 66.<br /><br />
    67. 67.
    68. 68. Text / SMS Google 411<br />Google Reader<br />Google GMail<br />Google Calendar<br />Google Talk<br />Google Toolbar<br />Google Earth (SnagIT)<br />Google Analytics and Webmaster tools<br />
    69. 69.<br />
    70. 70.
    71. 71.<br />
    72. 72.<br />
    73. 73.<br />
    74. 74. Skype<br />
    75. 75.<br />
    76. 76. Search Engine Marketing<br />PAID ADS<br />PAID ADS<br />Organic Search<br />
    77. 77. Pay-Per-Click Advertising<br />Marketers accountable for delivering an actual return on advertising dollars <br />Brokers purchase key words<br />**Reciprocal Links Are Dead (for now)<br />
    78. 78. Aggregator andOnline Classified Sites<br />Aggregator provides leads back to broker via link to broker’s listing <br />Online classifieds provide agents with opportunity to expand their marketing reach to more prospective buyers<br />
    79. 79. Web Analytic Solutions<br />Google Analytics<br />WebTrends<br />VisiStats<br />GetClicky<br />
    80. 80. Characteristics of Good websites<br />MUST-have features of websites<br />Current listing information<br />Pictures of listings<br />Easy navigation<br />Links to other data<br />Information about community and buying process<br />
    81. 81. Ask for Input<br />Easy to navigate?<br />Contain information that was useful?<br />Contain enough information to invite you to come back?  <br />
    82. 82. Virginia Advertising Law<br />How well do you know the NAR Code of Ethics regarding your Web practices?<br />How about the VAR Advertising Rules? <br />
    83. 83. Marketing Practices<br />Virginia Statute 18VAC135-20-190/Article 12<br /><ul><li>Must disclose name and license status
    84. 84. Must disclose all locations were license is held
    85. 85. Brokerage name, address and phone number</li></li></ul><li>Marketing Practices<br />Banner Ads – Disclosure link must be disclosed on the banner itself, can be a hyper-link<br />Cannot show listings “For Sale” if they are under contract or sold<br />If posted must be removed from blog<br />NAR Trademark Rule – “REALTOR” cannot be used with any adjectives<br />
    86. 86. Virginia Required Internet Rules(18VAC135-20-190)<br />Agent name and licensed status must be disclosed on all solicitations or business related pages and E-mails<br />Brokerage Name, address and phone number must appear on all web pages in the first viewable section<br />Both must disclose all the locations in which they hold a license<br />
    87. 87. Internet Rules I<br />All internet advertisement is under the direct supervision of the Broker<br />Instant messages are exempt so long as previous disclosures have been made<br />Chat Rooms – Disclosure must be made in every instant that you provide services or recommendations or a solicitation is made<br />
    88. 88. Internet Rules II<br />Banner Ads – Disclosure link must be disclosed on the banner itself, can be a hyper-link<br />Cannot show listings “For Sale” if they are under contract or sold<br />NAR Rule – “REALTOR” cannot be used with any adjectives <br />
    89. 89. Popular High Risk Practices<br />False Statements about Competitors and /or their practices<br />Anti-Trust Violations<br />Picture Manipulation or “Enhancements”<br />Article 2<br />Non-Violation Practices<br />Posting Listings<br />Being “mean”<br />Vendettas<br />
    90. 90. The Brave New WorldWeb 2.0<br />
    91. 91. What is Social Media?<br />Social media is people talking<br />with other people on the internet!<br />
    92. 92.
    93. 93. Officially, social media is “an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio.”<br /><br />
    95. 95. Blogs<br />Video<br />Podcasts<br />Photo Sharing<br />Mapping<br />Social <br />Networks<br />Resources<br />
    96. 96. Marketing is… having a conversation<br />
    98. 98. Turning the Megaphone around…<br />
    99. 99. Monologue<br />Dialogue<br />
    100. 100. The Social Media Operating System<br />
    101. 101. Benefits of Blogs<br />Blogs are effective at<br />Spreading a message<br />Establishing credibility and authority<br />Connecting groups of interested readers<br />Networking<br />Giving a brand a human face<br />Reaching a wide audience<br />Getting exposure<br />
    102. 102.
    103. 103. How Do You Get Started?<br />Find a Publisher – if you want to publish<br />Wordpress<br />Many websites offer one-click install of blog software<br />Activerain offers a free blog to REALTORS® at<br />
    104. 104. How Do You Get Started?<br />Choose a host<br /> Use the internet address assigned to you <br /> Upload it to a page on your existing website<br />Example<br />Make it look like your website<br />
    105. 105. Publishing with RSS<br />How are they read?<br />Through Internet Explorer<br />Through E-mail<br />On a BlackBerry<br />On a computer<br />Through Instant Messaging<br />Widgets<br />
    106. 106. Promoting your Blog<br />On all marketing materials<br />Website<br />E-mail signature <br />Brochures<br />Notes to clients<br />Share articles<br />Have property search on blog<br />
    107. 107. Social Networking<br />A primary benefit to social networking is the ability to reach out to consumers, even when they are NOT ready to contact you<br />
    108. 108. Participate on These Sites<br />Facebook<br />Linked-In<br />Active Rain<br />Real Estate Blogs<br />Twitter<br />
    109. 109. @mattrathbun<br />Twitter for Real Estate book:<br />
    110. 110. Host Your Own Show!<br />
    111. 111. Video<br />With video, you can make your <br />“first impression” perfect every time!<br />
    112. 112. FlipVideo<br />
    113. 113.
    114. 114. Video – Where and What<br />Create videos for multiple uses<br />Corporate welcome message<br />Your clients recommending you<br />Product Demo<br />Listings<br />Communities<br />Niches<br />
    115. 115. Video – Where and What<br />Redistribute videos in multiple venues<br />Website<br />Yours and others<br />Newsletters<br />E-mail campaigns<br />CDs<br />
    116. 116. Videos that Educate<br />
    117. 117.<br />
    118. 118. Add Video to<br />
    119. 119. Online Buyer Guides<br />Search for Homes and Land for Sale <br />HomeBuying Guide <br />State and Federal Fair Housing Guidelines <br />What Does Virginia Require of an Agent? <br />Caroline County Ordinances and Regulations <br />Regional Information <br />Required Property Disclosure Document <br />EPA Lead Based Paint Disclosure (This is the one required by Federal Law) <br />EPA Radon Consumer Information <br />EPA Mold Information and Disclosures for Consumers <br />Consumer’s Guide to Radon <br />Green Remodeling Values and Guidelines <br />Walkability Score for a given neighborhood <br />School Information and Evaluation <br />Free Credit Information <br />Consumer Explanation and Information Regarding Shortsales<br />Crime Statistics <br />Weather Information and Patterns <br />
    120. 120. Online Buyer Guide II<br />Area Libraries<br />Central Rappahannock Regional Library system, primary facility in downtown Fredericksburg (210,000 volumes) <br />Caroline County Library : The main public library carries a total of 35,000 volumes in the system, head quartered in Bowling Green and serves branches in Dawn, Ladysmith and Port Royal. <br />LOCAL TAXES - 2006 Tax Year Real Estate<br />Caroline County:Nominal Tax Rate/$100-$.53; Assessment Ratio-100% <br />Town of Bowling Green:Nominal Tax Rate/$100-$.l7; Assessment Ratio-100% <br />Town of Port Royal: No separate tax imposed <br />Personal Property/Automobile and Trucks<br />Caroline County: Nominal Tax Rate/$100-$6.25; Assessment Ratio-40% <br />Town of Bowling Green: Nominal Tax Rate/$100-$1.20; Assessment Ratio-40% <br />Town of Port Royal: No separate tax imposed <br />Sales and Use Tax<br />Caroline County: 1% <br />State of Virginia: 4% <br />Zip codes by region<br />Bowling Green 22427, 633-5651 <br />Corbin 22446, (540) 373-1513 <br />Hanover 23069, (540) 537-5365 <br />Ladysmith 22501, 448-3316 <br />Milford 22514, 633-5413 <br />Port Royal 22535, 742-5759 <br />Rappahannock Academy 22538, 742-5604 <br />Ruther Glen 22546, 448-3900 <br />Sparta 22552, 633-9742 <br />Woodford 22580, 633-6923 <br />Workforce and Labor Statistics <br />Tract and Block Information <br />Locally Issued Permits according to HUD <br />Census Information <br />Renting Versus Buying Calculator <br />Local Marketing Information <br />Remodeling Cost versus Value <br />CLUE Insurance Reporting Information <br />Your Local Planning Commission <br />Caroline County’s Webpage <br />Caroline County Public Schools <br />Caroline County Public Transportation / FRED Schedule <br />Hospitals Near Caroline Virginia <br />
    121. 121.
    122. 122. Please share three new ideas you’ll implement in your business…<br />
    123. 123.<br /><br /><br /><br />