This document discusses the fragmentation of real estate marketing across different online channels and how to align a company's digital presence to support customers throughout their decision journey. It emphasizes understanding target markets, having listings on all relevant sites, connecting different touchpoints, and managing online reputation by monitoring reviews and engaging on social media. Real estate marketing now requires an integrated approach across search, display ads, email, blogs and social networks to effectively reach customers.

1. The Fragmentation
Of Real Estate Marketing
November
20,
2013

2. Marke&ng
is
Evolving

3. Aligning
Your
Digital
Ecosystem
to
Support
the
Customers
Decision
Journey

4. Shi=ing,
Growing,
Fragmented
Customer
Journey.
Where
do
I
START?

5.
First,
Understand
Your
Target
Market
• Who
are
they
• What
are
their
TRIBES?
• What
are
they
on?

6. The
de-­‐evolu&on
of
lis&ngs

7.
Listings live in all
marketing channels
SEO
VS.
PPC
Lis8ng
Syndica8on
Search
Ads
Email
Blog

11. Search
Engine
Marke&ng

12. Adver&sements
Transac&onal
Branding

14. Connec&ng
All
Touch
points

15. Digital
Trends
to
Watch
2014

16. Science
of
Data

17.
Why
Responsive?

18. Online Reputation
You
already
have
an
online
presence,
whether
inten8onally
or
uninten8onally.

19. “It
takes
20
years
to
build
a
reputa8on
and
five
minutes
to
ruin
it”
–
Warren
Buffet
Be
Found
&
Engage
• Create
• Manage
• Monitor

20. What
would
happen
if
I
did
a
search
for
you
in
Google?

21. What is your reputation made of?
What other people say………....88%
Online reviews…………………..83%
Search results……………………81%
News sources…………………....79%
Company website ………………74%
Awards & Rankings……..………63%
Company Communications……59%
Advertising……………………….56%
Social Networks…………………49%

22. Pos&ng
Is
the
post
balanced
&
Accurate?
No
Trolls
Is
this
poster
dedicated
to
causing
problems?
No
Misguided
Are
there
inaccuracies
in
the
pos&ng?
No
Unhappy
Is
this
the
result
of
a
bad
experience?
No
Evalua&on
Could
this
go
viral?
Could
this
risk
hur&ng
brand
reputa&on?
Do
you
want
to
respond?
Let
it
Stand
No
Yes
Share
Success
Is
there
an
opportunity
to
share
a
further
story?
Yes
Yes
Monitor
Only
–
Do
Not
Respond
Yes
Fix
the
Facts
Yes
Restora&on
Do
you
wish
to
make
the
situa&on
right?
Respond
Discovery
Evaluate
Yes
Prepare
to
Push
Down
Alerts

23. Social
Media
–
Brand
Engagement
Some
key
nuggets:
• 1.15+
Billion
Facebook
Users
• 23%
Check
FB
everyday
• 751
Million
Users
access
FB
on
Mobile
• 75%
of
possible
engagement
a
post
gets
in
its
its
first
5
hours
• 500+
Million
Twi`er
followers
• On
Avg
400
Million
Tweets
Day
• 60%
of
Twi`er
users
access
from
mobile
• 238+
Million
Linkedin
Users
• Over
3
Million
Linkedin
Company
Pages
• 50%
of
users
have
BS
or
Grad
Degree
• 27%
Users
access
Linkedin
via
Mobile
• 70+
Million
Pinterest
Users,
130+
Million
Instagram
Users
• Woman
check
out
a
brand’s
social
page
more
than
men
• Approx
64%
turn
to
social
for
purchasing
decision
• 60%
consumers
say
that
integra&on
of
social
media
makes
them
more
likely
to
share

24. • h`p://onlinemarke&nggrp.com/
• ilana@onlinemarke&nggrp.com
• 212.532.0600