The document discusses the importance of adapting to changes in the real estate market, emphasizing the significance of technology and social media in marketing strategies. It includes statistics about online consumers and successful lead conversion rates, along with insights on engaging potential buyers effectively. Additionally, it outlines various legal considerations for real estate advertising and communication practices.

1. Selling a 2.0 World
Matthew Rathbun, Broker
ABR, ABRM, AHWD, CDPE, CSP, e-PRO, GREEN, GRI, SFR, SRS, SRES
EarthCraft and Eco-Broker Certified

2. Don’t Be
A
Squirrel!

3. The Culture
Act I
3

4. Failing
to
make
a
decision
to
change

5. is
simply
not
an
op3on

6. the
market
will
make
one
for
you.
2008
Swanepoel
Report

7. YouTube Moment
Think Different
7

8. 8

9. THE
WHY
OF
TECHNOLOGY
2%1% 38%
1%
5%
6%
Internet (38%)
Realtor (33%)
Yard Sign (14%)
Home Builder (6%) 14%
Friend/Relative (5%)
Knew Seller (2%)
Flyer/House Book (1%)
Print Media (.87%)
33%
Source: 2009 NAR Profile of Buyer and Sellers

11. WHAT
DID
THEY
FIND
IMPORTANT?
100
75
50
25
0
Agent Info (3%)
Company Info (5%)
Area Information (21%)
IDX/MLS (96%)

16. HOW
ABOUT
THE
FOLLOW
THRU?
45% of Leads will turn into a sale for someone
Only 10% will become a sale in 90 Days
22-25% will convert to a sale in 180 days
The average on-line buyer needs to be incubated
for six months to a year.
The older the Lead the less competition.

17. Who
is
On-­‐Line?
• NAR Statistics (2009) On-Line Consumers
–34% are between 25-34 years of age
–65% are Married
–17% are Single Females
–8% are Single Males
–Median income is $70,700 per year

18. Hacker Ethics
Hackers: Heroes of the Computer Revolution
Steven Levy - 1984
• Access to computers—and anything which might
teach you something about the way the world
works—should be unlimited and total.
• Always yield to the Hands-on Imperative!
• All information should be free.
• Mistrust authority—promote decentralization.
• Hackers should be judged by their hacking, not
bogus criteria such as degrees, age, race or
position.
• You can create art and beauty on a computer.
• Computers can change your life for the better.

19. IT’S A FUNDAMENTAL SHIFT IN
THE WAY WE COMMUNICATE.

20. Turning the Megaphone around…

21. Marketing is a conversation

22. Consumers are online talking...

23. They are talking about...
23

24. anything.

25. everything.

26. yes, even your company.

27. 27

28. • Click
to
edit
Master
text
styles
28

29. YouTube Moment
United, United
29

30. 30

31. WWW.GOOGLE.COM/ALERTS

32. Tools of the
Trade
Act II
32

35. www.LowesRealtorBenefits.com

36. Host
Your
Own
Show!

37. Electronic
Signatures
UETA = Uniform Electronic Signature Act (1999)

38. Page 17

39. Fax – Just say no!

40. www.goaruna.com

43. QR Codes

49. Google Love!
ACT III
49

50. www.Google.com/Picasa

52. 1-8
00-
GOO
G-41
1

53. Google.com/maps

55. Google.com/mail

56. Google.com/docs

60. Social
Engagement
Act IV
60

61. YouTube Moment
SocialNomics
61

62. 62

63. What is Social Media?
Social Media ...with other
is people on
people talking... the internet.

64. 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.”
http://www.wikipedia.org

65. “IN 2009, IF YOU’RE NOT ON A SOCIAL
NETWORKING SITE, YOU’RE NOT ON THE
INTERNET.”
• IAB
PLATFORM
STATUS
REPORT:
USER
GENERATED
CONTENT,
SOCIAL
MEDIA,
AND
ADVERTISING
-­‐
AN
OVERVIEW,
APRIL
2008

66. Engage
Educate
Edify
15:1
Engage
to
Pitch
Ra1o
66

67. 67

68. More than 500 million active
users
50% of our active users log on
to Facebook in any given day
Average user has 130 friends
People spend over 700 billion
minutes per month on
Facebook
Matthew Rathbun | Four Pillars, Inc ©

69. 69

70. www.SeeMyListings.com

71. www.Facebook.com/RoostApp

72. www.Facebook.com Communities

73. www.SocialTheBook.com

74. Open Source
Tools
Act V
74

75. YouTube Moment
RSS in Plain English
75

77. GOOGLE
BLOG
READER

78. Lights, Camera,
Video!
Act VI
78

79. 79

80. .com
80

81. 100,000,000
The number of YouTube videos viewed per day.

82. FLIPVIDEO

84. 84

87. Be Safe Out
There!
ACT VII
87

88. HiJacked Listings!
88

89. Steps
of
Handling
E-­‐mail
Leads
• Get the Client’s Information
• Make Disclosures
• Send just enough information…
• Call and Introduce yourself and Services
• Arrange Meeting
• Continue Communicating via Client’s
Preference

90. • Must have legitimate return e-mail address
• Clear and Conspicuous notice of the recipients
opportunity to “opt-out”
• Clear and Conspicuous notice of Solicitation
• E-mail is to be used for:
• Responses to Inquires
• Contact Clients and firms involved in
a transaction
• Remain in contact with former client
• Promote Property Listings

91. VIRGINIA
-­‐
DEFINING
TECHNOLOGY
Virginia Code 18VAC135-20-190
“Advertising” means all forms of representation, promotion and
solicitation disseminated in any manner and by any means of
communication to consumers for any purpose related to
licensed real estate activity.
Disclosures Required:
1. Firm’s name, city and state of office
2. Licensee’s Name
3. License Status
4. Jurisdiction(s) Licensed

92. • Agents name and licensed status must be
disclosed on all solicitations or
business related pages and e-mails.
• Brokerage Name and address must
appear on all webpages in the first
viewable section.
• Both must disclose all the locations in
which they hold a license.
• Cannot show listings “For Sale” if they
are under contract or sold.
• NAR Rule – “REALTOR” cannot be used
with any adjectives

93. E-mail Disclosure

94. 94

95. www.TheAgentTrainer.com
matthew@realtor.com
Facebook.com/mattrathbun
@mattrathbun
YouTube.com/MattRathbun1