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New Marketing Models


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February 23rd presentation for REBAC at NAR.

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New Marketing Models

  1. 1. New Marketing Models for Finding Buyer-Clients Webinar Connection Date: February 23, 2010 Time: 2:30pm Eastern; 1:30 pm Central; 12:30 pm Mountain; 11:30 am Pacific Speaker: Richard Silver
  2. 2. Richard Silver is a top-ranked Salesperson with BOSLEY REAL ESTATE LTD, an early adopter of Technology, Web 2.0 and presently sits as a Director-at-Large with the Toronto Real Estate Board. He is a member of the MLS and Technology Council at the Canadian Real Estate Association. A 30 year veteran, he feels “you are never too old to re-invent yourself”. • Website: • Blog: • Breaking News: • Follow on Twitter, Facebook, LinkedIn and YouTube
  3. 3. Where are the Buyers? 9 in 10 home buyers used the Internet to search for homes. NAR 2009 Profile of Home Buyers and Sellers By 2010 Gen Y will outnumber Baby Boomers, 96% of them have joined a social network . Grunwald Associates National Study
  4. 4. Where are Buyers not anymore? In general, marketing in print media, such as real estate magazines and newspaper advertisements, dropped significantly in 2009. NAR 2009 Profile of Home Buyers and Sellers
  5. 5. 1970’s Marketing Madge: “You are soaking in it” Palmolive: Jan Miner 2010 Marketing Word-of-Mouth Trumps Traditional Advertising
  6. 6. Who is the Authority in 2010? Vs.
  7. 7. How do Buyers communicate?
  8. 8. Who are the Buyers? 47% of recent home buyers were first-time buyers. NAR 2009 Profile of Home Buyers and Sellers The typical first-time home buyer was 30 years old, while the typical repeat buyer was 48 years old. NAR 2009 Profile of Home Buyers and Sellers
  9. 9. How do Buyers find us? 44% of buyers found their agent through a referral from a friend or family member. NAR 2009 Profile of Home Buyers and Sellers First-time and repeat buyers largely agreed on the websites that provided them with the greatest value in their home search. NAR 2009 Profile of Home Buyers and Sellers
  10. 10. Interesting.... Though 9 in 10 home buyers used the Internet to search for homes, forty-four percent of buyers found their agent through a referral from a friend or family member. So... 3rd Party referrals and online presence are important separately but even more so if they exist together
  11. 11. How do we get there? Become “friend of a friend” • Networking has always been about expanding your groups by becoming a “friend of a friend” • Friends add value in a relationship • Friends want to tell other friends about the value that knowing you brings
  12. 12. Share your knowledge
  13. 13. Viral Marketing The goal of “Viral Marketing” or “Friends of Friends” Marketing is to create messages that Friends will send to their Friends... the old and so on, and so on, and so on... Like our friends from the Faberge commercial.
  14. 14. How do we engage them? In 2008, 32% of REALTORS® used social media sites. In 2009, the number rose to 84%. 2009 REALTOR® Technology Report
  15. 15. The Tools of Engagement Posting new, important content on a regular basis, especially through a blog, allows you to actually engage in online conversations.
  16. 16. How do we keep clients engaged? Buyers rate honesty and trustworthiness among the most important factors when choosing an agent. Nearly one-quarter said that the reputation of an agent was also an important factor. NAR 2009 Profile of Home Buyers and Sellers
  17. 17. Transparency is key!
  18. 18. Your Goal! To Become the “Go-To” Person
  19. 19. What are your excuses? “I don’t work with Sellers so I have no listings.” Answer: IDX: Internet Data Exchange
  20. 20. “I don’t have Enough Time!” ASK YOURSELF: How many times in one year do you answer the same question to a variety of Buyers? • When is the best time to buy? • What are the up-and-coming areas? • What are the best schools in the area? • Is there crime in this area?
  21. 21. “I don’t have Enough Time!” ASK YOURSELF: How much of my work day should spend on branding? • I suggest a goal of 1/3 of your day....
  22. 22. “I don’t have the Money!” • No excuse: Social Engagement takes time and not money • How much money do you presently spend on advertising to 100% of readers that less than 10% are interested in and the other 90% find bothersome? • The problem with print News today is that the Public can get what they want... and only what they want online... Google and RSS feeds • Convinced yet?
  23. 23. Where do I start? A great Blog and Social Media presence answers your clients questions about the house buying process in a personal format. A BLOG is just Frequently Asked Questions.
  24. 24. • Listen to the questions posed by your Buyers • Start writing a Blog, use Facebook, Twitter and LinkedIn to syndicate your blogs and allow people to know you and your principals. • Be respectful, answer some questions but pose others so that a conversation begins. • Always remember that the Regulatory Guidelines that rule your offline also rule your online.
  25. 25. Some questions for you: • Do you have a Web site? • Do you have a Blog? • Does your web site/Blog have an IDX? • Does your Blog/Web site allow subscription? • Are you on Facebook, LinkedIn, Twitter, YouTube? For more information on blogging, view the Blogging for Business Webinar located in the Members Section of
  26. 26. RSS Feeds (Really Simple Syndication) Does your web site and Blog encourage RSS Feeds? (
  27. 27. Overwhelmed? • Start small and add... remember your first child.... • Take one tool at a time, master it, then on to the next... • Start developing a plan so you know where you are going... • “You don’t need to fix the Car but you must know how to drive it”. Giving your power and your voice to a 3rd party is a mistake.
  28. 28. Making your message more engaging
  29. 29. Invite Connections...
  30. 30. Search Engine Optimization
  31. 31. Add Content: Content is King!
  32. 32. Real Estate Shows and OBEO
  33. 33.
  34. 34. Breaking News Sites
  35. 35. What is the behind the next curve? • Mobility and the small screen. • Sony E-Reader, Amazon Kindle, iPad, iPhone, Blackberry • Is now the right time for the Tablet PC?
  36. 36. Questions?
  37. 37. Thank you for Participating • For more information on new marketing tips, sign-up for the Real Estate Marketing Reboot Course at the 2010 Midyear Legislative Meetings in Washington D.C. at