The Techie Realtor – Marketing Strategies You Should Be Implementing Welcome to the Webinar! The Real Estate Exchange Magazine – Real Estate Tips Presented By: The Business Exchange Corp.
The Techie Realtor – Marketing Strategies You Should Be Implementing Michael Hyam The Business Exchange Corp. 416-657-4111, ext 230 [email_address] Real Estate Magazine & The Business, Franchise & Investment EXPO January 7th & 8th, 2012 – The Forum, PNE Grounds, Vancouver
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The Real Estate Exchange Magazine – Real Estate Tips Don’t Worry about note-taking! We will send you a PDF of the slides shown during the webinar
The Real Estate Exchange Magazine – Real Estate Tips The Topics We Will Discuss Today The Big Picture: As Realtors You MUST Have A Marketing Plan Marketing Is A Need, Not A Want What are the top realtors doing?
Many realtors can fail because not enough people know they exist and therefore cannot enlist their services to help them buy or sell property. Why? Market Yourself Build Credibility Get found on searches Brainstorm The Real Estate Exchange Magazine – Real Estate Tips Why Have A Marketing Plan?
The public needs to know who you are and what you do. Having a plan gives you an opportunity to set and achieve your goals Strategize Research indicates professionals remain heavily invested in print, according to a study from Readex Research. Professionals aren't replacing one media form with another. While 77 percent of respondents say they use search engines regularly in their work, 74 percent say they use print editions of magazines and e-newsletters. Websites were the third most used media (55 percent) With digital editions close behind (54 percent). http://www.readexresearch.com/news.cfm The Real Estate Exchange Magazine – Real Estate Tips Marketing Is A Need, Not A Want
Based on that data, strategize The public needs to know who you are and what you do. Having a plan gives you an opportunity to set and achieve your goals Cover all marketing bases, including: Print Web Face-to-face The Real Estate Exchange Magazine – Real Estate Tips Strategize Your Marketing Efforts
Physical Marketing Magazine ads Newspaper Ads Billboards Buses Bus Shelters Flyers Cold-calling Lawn Signs Trade & Expo Shows Tech & Online Marketing Newsletters E-mail Blasts of listings Website/Blog Social Media Giveaways Google Tools for Real Estate Professionals The Real Estate Exchange Magazine – Real Estate Tips What are Top Realtors Doing? Farming Knocking on Doors Networking Brand Image Business cards Seminars The Other Extras: H ome Staging Consulting Client Retention Referrals Thank-you gifts
Social Media Listen Engage with useful advice Share fun things and educational information. Keep self promotion less than 10% Giveaways and Contests Photos and Videos LEVERAGE You Tube, Facebook, and Twitter Complete profiles on each of these networks Meet 20 new people on the web every day Search for and connect with people that want to do real estate transactions Use your computer database of new prospects The Real Estate Exchange Magazine – Real Estate Tips Social Media
Google If your site isn’t listed, prompt Google to spider to it at http://www.google.com/addurl/ Submit your primary url and Google will find the rest of your site Use Keywords 6 to 8 times on a page That means if you're a Realtor in Toronto with a niche market of Luxury Condos Your keywords on each page, during each update on your website and blog should be something like: Realtor, Real Estate, Agent, Toronto, Canada, Luxury Condos, TownHomes, Ontario The Real Estate Exchange Magazine – Real Estate Tips Social Media
For Example: YouTube Keywords I have been involved in the Real Estate industry since 2005 here in Toronto . I have a passion for what I do and truly love my job. My number one goal is to educate my clients about the Real Estate Industry and ensure they make informed decisions they are confident with when they purchase a property. Check me out at www. alexjwilson .com or drop me an email at email@example.com
The Real Estate Exchange Magazine – Real Estate Tips Being Memorable & Sticky <ul><ul><li>7 out of 10 people c an recall the name of the company through a giveaway </li></ul></ul><ul><li>Get inside their head and space </li></ul><ul><li>Question: </li></ul><ul><li>What is the highest retained item in the industry with the greatest return on </li></ul><ul><li>investment and costs per impression? </li></ul><ul><li>Ensure your face, name & logo are always on the item Tip: The newest trend - paperless cards </li></ul>
The Real Estate Exchange Magazine – Real Estate Tips Marketing through Partnerships & Networks Partnerships Your network is out there socializing. The best way to build a partnership, in today's day and age is To ask for a link. That means, ideally one using your keywords I.E. Real Estate Agent Luxury Townhomes Then offer a link in return to their site or blog. You can also create a links.html page and when businesses link to your site, provide a link back. People to ask? Your Network Home-Stagers & Photographers Interior Designers Furniture Movers Another option for partnerships is a link that provides the affiliate or partner with revenue For example, for each person their website forwards to yours, you pay him a percent or dollar amount Discounts Affiliate Revenue Extra Incentives Tips: Sign an agreement before the partnership takes effect. Clarify the job duties and responsibilities for each partner, in writing. Choose a termination date for the partnership... just in case it doesn't work.
The Real Estate Exchange Magazine – Real Estate Tips Marketing through Partnerships & Networks Copywriting with Keywords & Link Building Partnerships Other ways to ask, receive or get links is Social network profiles – Make sure your Social Media profiles (Facebook, Linkedin, Twitter, Youtube etc) have your 6-8 keywords, and each time you update, include at least one throughout the day Manual directory submissions Social bookmarks Digg, Reddit, etc Blog commenting – Make partnerships and build relationships by introducing yourself to new people through social media. Ideally this would be 20 new people a day, whereby you leave blog comments, a link back to your blog, and engage with them, so they come back and leave a comment on your site Blog posts Press release distribution If you're having a grand opening for your office, expanding, implemtning new solutions, or working with a builder on a new project, if there's anything you feel is newsworthy, direct it towards a press release service, and they will distribute to the media channels. PR Web has a great digital service that lets you pick and choose who to send the news to, as well as giving you access to their database with access to e-mailing the media directly Article directory submission Become an expert! As soon as people start seeing you as an expert, it will build your credibility and sales. A small budget shouldn't stop you from becoming a celeb on the web. There are lots of people that have become international successses by leveraging the pwoer of the web. And it doesn't mean you stop at house tours, and introducing your brokerage. It means being creative and possibly starting your own web newsletter with helpful content, or a TV show that helps first time home buyers. PaidCreate paid advertisements for placement in Google Adwords: Search engine result pages, lead to your site. Based on extensive research of top keywords. You have your 6-8 keywords ready, right? Then bid on keywords, to be ranked higher within "Sponsored Ads” section.
The Real Estate Exchange Magazine – Real Estate Tips s Consistency pays off! Consistency breeds familiarity Familiarity breeds confidence And confidence breeds sales The Golden Rule – Repetition is Key Once you start advertising don't stop Try for at least 6 months Stopping too soon makes ads loose effectiveness Name recognition takes time Don't change your image, look and feel and message each time Don't vary your graphics format Don't drop out of the publics eye for long periods
SEO Strategy should be To build user-friendly, high-quality websites that are worth linking to because they feature unique, frequently-refreshed content that adds value to a user's experience. Good Content Isn't Enough; It Needs to Be Great Content Guidelines you need to consider: Provide trustworthy information Know the specific topic very well, or share content from experts Offer unique content Do not duplicate articles or topics compared to other sites in search results Make it insightful and interesting so your visitors will want to bookmark it and share it with others The content must not have spelling, stylistic, or factual errors The Real Estate Exchange Magazine – Real Estate Tips s Guidelines to consider before diving into SEO
Are there segments being under-served? First time home buyers Those who want to experience living in the downtown core Those who want to move to the suburbs Wealthy executives looking for luxury homes Baby boomers looking to downsize Is this segment large enough for me to make money? What percentage do I need to capture for my monetary goals? Is there already an existing competition in this segment? Does the market want my unique competitive offering? H ow can I stand out from the competition and provide value? Research the tactics of top realtors in your city. The Real Estate Exchange Magazine – Real Estate Tips s Go further into your niche market and beat out the competition
Your target customer is NOT just anybody and “everybody” Choose a niche that interests you Don't pick a niche that you can't contact directly or that costs you a ton of money to contact Perhaps communicating to a market similar to you would cost you less to contact An example profile would look like this: Niche Segment Market: Live in downtown Toronto currently Interested in suburbs Ages 30 and 40 years old Combined household income of $125k annually Married couple with one child Need beautiful landscaping Plenty of backyard space Don't feel like they have to settle Have plenty of time to find the “perfect” place The Real Estate Exchange Magazine – Real Estate Tips s Picking a Niche:
Where do you need to be? Who are your customers? What do they want? What motivates them to buy? How does my potential customer normally buy? Who is the primary buyer & primary buying influencer? What kind of habits does my customer have? Where do they go to get their information from? What are my target customers primary motivation for buying? People will buy what they want not what they need The Real Estate Exchange Magazine – Real Estate Tips s Understand your niche customer
An explanation of your target prospect's problem Proof that the problem is so important it needs to be solved now Explanation of why are you the only person who can solve your prospects problem Explantation of the benefits people will receive from using you Examples and testimonials from other clients Explanation about fees and payment terms Your unconditional guarantee The Real Estate Exchange Magazine – Real Estate Tips s Developing your Marketing Message involves
Show your clients or vendors that you're marketing their property in various marketing mediums Offer to be at every showing in order to show the properties selling features Offer excellent customer service Give your personal guarantee, if they are not satisfied with your services The Real Estate Exchange Magazine – Real Estate Tips s For Commercial
Write your goals down, otherwise you are just wishing for success. Your goals should be: Measurable Achievable Realistic Time Specific Your goals must include a financial element Sell 20 houses in 2012 or make $100k this year The Real Estate Exchange Magazine – Real Estate Tips s Set Sales and Marketing Goals
Create a marketing budget Plan your day in advance Prioritize activities that you are required to do in order to achieve your income goals Annual Monthly Weekly Qualify your leads Stay organized throughout The Real Estate Exchange Magazine – Real Estate Tips Be efficient with your time
The Real Estate Exchange Magazine – Real Estate Tips s Utilize Technology Tech Marketing - Be accessible The standard rules apply Answer and return phone calls as soon as possible Avoid playing phone tag Use text messaging Check your e-mail consistently throughout the day Business Exchange web magazine has listing directories that are search engine optimized
The Real Estate Exchange Magazine – Real Estate Tips s Smart Phones, iPhones, TREOs and Blackberrys…Oh My! Don't be the traditional Respond to clients needs quicker Be available right away easily Answer and return phone calls, & check email consistently Use PDF documents If you don't want to spend too much money, supplement Real Sign is a device that lets your clients sign documents Just plug in the electronic pad and pen, and hit save If you can invest in some technology, get an IPAD Take advantage of apps. A stylus pen to sign documents
The Real Estate Exchange Magazine – Real Estate Tips s Stay Knowledgable Try and stay on top of the latest technology and trends Go networking Attend or give seminars, workshops and other training and coaching possibilities Stay up to date on training OREA courses for agents, what's happening in OREA, and be aware of trends that are increasing decreasing in your locality and internationally Read the business section to stay on top of the economy Read the lifestyle section to keep on top of home trends Read the fashion section
The Real Estate Exchange Magazine – Real Estate Tips s Setup a Mobile Office <ul><li>Get a Smart Phone. Doesn't matter which one. Get one on the network that works best in your area of operation. Don't pay attention to hype. Ask your friends Make sure that it will sync with your computer Work out of a cloud </li></ul><ul><ul><ul><li>Store and access documents from the web Intergrate Google Docs to Gmail Dropbox, Evernote </li></ul></ul></ul>
The Real Estate Exchange Magazine – Real Estate Tips s Setup a Mobile Office – Ipads & Iphones Notes and drawing. Works like physical note pad, except drawings can be moved & deleted easily SketchNotes Genius Scan Scan documents on the go and email the scans as JPEG or PDF. Print photos, contacts, & phone numbers - or print web pages to read later direct to WiFi printers without additional software Print Prospects Quick access to listings from your MLS (Active, pending, & sold) Link to Touchbase(Immo-contact in QC) for your showing request All your contacts from your Prospects Web software. Show homes Research home values Preview properties Photos Property description Private remarks Listing agent info Listing date Commission
The Real Estate Exchange Magazine – Real Estate Tips s Use Today’s Hottest Tech Tools! Video & Virtual Tours: Showcase your listings using: Viewbix Youtube Go Pano Micro Camera - 360 Degree Video House Tour Get rid of hotmail! Self-host or G-mail G-mail integrates with tools like Google calender Qr Codes I-nigma Bit.ly Use them on lawn signs Your business cards Direct Mail Property Flyers Your Vehicle
The Real Estate Exchange Magazine – Real Estate Tips s To Blog or not to Blog? Automation and Subscription Realtor Website, Blog or Vidcast Offer personal tours of listings: A Virtual Tour or slide show Tour local attractions: Show case neighborhood, community or city with description of "hot spots." Or a a series featuring different attractions. Mini seminars: Guide buyers through the mortgage and closing processes with bite sized clips Personalize RSS feeds to automatically send these tutorials to your clients of what they can expect at each step until closing. Create a "talk show”: Highlights the process or options. Interview builders, happy clients, mortgage brokers , etc. Announce events: Alert prospects to the open houses and other relevant local events.
The Real Estate Exchange Magazine – Real Estate Tips s Website: To Blog or not to Blog? Purchase a hosting account Blue Host and Host Monster GoDaddy Setup/Install WordPress Build your blog quickly & easily when you purchase a theme Studio Press Themes, Woo Themes, Agent Press Activate Theme Start Blogging Optimize Keywords Choose 5 main keywords Community Neighborhood Essential Plug-ins Lead Gen Forms Mail Chimp- Newsletter, Contact Info etc Home Search Diverse Solutions Plugin Puts MLS on Blog Site Performance Backup Buddy Social Integration Google +1, Like, Share, Twitter, Print this Post, Facebook
The Real Estate Exchange Magazine – Real Estate Tips Lead Management & The Magic of Follow-ups <ul><li>A follow up system </li></ul><ul><ul><li>“ Hot” Leads </li></ul></ul><ul><ul><li>“ Follow-up” manager </li></ul></ul><ul><li>Focus: Establish lead organization </li></ul><ul><li> </li></ul><ul><li>Tips that will kick you up a notch over the competitors: </li></ul><ul><li> </li></ul><ul><ul><li>Ask for a project timeline </li></ul></ul><ul><ul><li>Pencil in date to meet again </li></ul></ul><ul><ul><li>Contact within 24 hours is a must </li></ul></ul><ul><li> </li></ul><ul><li>Other Follow Up Measures: </li></ul><ul><li>A newsletter once a month </li></ul><ul><li>Do send a thank you </li></ul><ul><li>Remember, if you don’t follow up, your competitors will </li></ul><ul><li> </li></ul>
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The Real Estate Exchange Magazine – Real Estate Tips Thank You For Your Time If you have any further questions regarding exhibiting, please contact Michael Hyam 416.657.4111 ext. 230