Rachel Sheppard and Jason Frazier from Mason-McDuffie Mortgage attended the Inman Connect Conference in San Francisco in 2015. This presentation includes several helpful tips we learned from top real estate agents and professionals.

1. THINGS WE LEARNED FROM
50 San Francisco

2. What Type of Marke/ng is Effec/vely Reaching Buyers and Sellers
-­‐ Pam Blair, Danielle Lazier, Sara MacLennan, Vicki Monteagudo
1) Building a team can help increase your reach and ul/mately help you focus on your strengths.
2) "The direc/ons to the box are on the outside of the box" -­‐ Pam Blair -­‐ Yogabug Real Estate
(hOp://www.yogabugrealestate.com)
3) Some agents have up to 70% of their marke/ng online, while others have as liOle as 30% of the
ir marke/ng online. Most importantly, online marke/ng is part of their overall marke/ng strategy.
4) Having a personal video on your website allows your customers to get to know you beOer.
5) Customers love to see that you are involved in your community.

3. Online Lead Conversion Tools: Best Prac/ces, Best Technology -­‐
York Baur, Brandon Doyle, Wendy Papasan
6) Understand the difference between what is urgent and what is important for your
business.
7) Have a lead methodology. Don't focus solely on ge_ng leads. You need to focus on
the service you provide your leads, as well.

4. New Technology Coming for Real Estate Agents -­‐
Rebekah Bas/an, Jed Carlson, Steve Pacinelli
8) Although technology is driving the industry, you should use the medium you are most comfortable
with: text messaging, in-­‐person, phone, etc.
9) Neighborhood tours are highly under-­‐used in the real estate industry.
10) Many people have yet to realize the power of mobile technology. Some sites see up to 70% mobile
traffic on weekends.
11) Unrehearsed, raw, organic videos are powerful, but there is a /me and place for them.
12) In 2014, more /me was spent in mobile apps than the rest of the internet.

5. How I'm Landing Real Estate Sales with Instagram, Customer Reviews,
and Referrals -­‐ Dusty Baker, Sara Scheper, Kenny Truong
13) Lifestyle branding is powerful because people need to like you as a person to want to
work with you.
14) Instagram is a great app for building leads, staying in touch with your previous clients,
and connec/ng with other agents to cul/vate leads.

6. Technology, Startups, and Systems: Lessons Learned From
Founders -­‐ John Bodrozic, Aaron Kardell, Drew Uher
15) When you are considering using new technology, make sure that you are solving a
problem that the masses have, not just a problem that you have.
Millennial Agents and Millennial Consumers: What You Don't
Know About This Genera/on, But Need to Know
16) Millennials may already know more about buying a home than you would expect.

7. How New Tech, New Thinking and Emerging Data Standards are
Changing Digital Lis/ng Distribu/on -­‐
Jeremy Crawford, Trent Gardner, Rainy Hake
17) As a seller's agent, ge_ng their home in the right places as opposed to everywhere is more
important.
18) Ques/on to ask yourself: "Am I fulfilling my fiduciary responsibility to my customer by only
pos/ng my lis/ngs on my site?
19) The top 3 trends for Real Estate marke/ng: more visual content, drone photography, and 3-­‐
D Video tours.

8. Mortgage Disrupters -­‐ Nicole Hamilton, Faramarz Moeen-­‐
Ziai, Michael Slavin, Nick Stamos
20) The mortgage industry is prime for technological disrup/on. The closing process
would be easier for consumers, realtors and lenders if they were able to communicate
on the same plaoorm.
Brokers Who Get It, Who Are Innova/ng, Adap/ng and Succeeding
-­‐ MaOhew Borland, Alain Pinel, Sandra Sanders, Sharran Srivatsaa
21) Brokers can create a culture of success by providing agents with business and self
improvement seminars.

9. The Micro Moments that Connect Us -­‐ MaO Lawson
22) Mobile technology increases have called for more "bite-­‐size" content for consumers.
23) The /me that people spend on the internet is now made of "micro moments" rather
than long sessions on the internet.
24) You can reach millennials with "snackable video content".
25) Brands and companies that deliver on consumer urgency and immediate needs, will
be the firms that will succeed.
26) Television and print are not the forms of communica/on to reach millennials.

10. How Agent Reviews Bring You Business -­‐
Sandy Jen and JouJou Chawla
27) If you are receiving reviews on other sites, be sure that they are also on your website.
28) Nega/ve reviews are not necessarily bad for your business if you respond to them appropriately.
29) Make your reviews part of your lis/ng presenta/ons.

11. Wearable Technology: A New Style -­‐ Deepa Sood
30) The Cuff is the newest form of wearable technology that aims for safety. It can be
safely hidden in pieces of jewelry, but can provide you with security.
Taking Time, Cost and Failure Out of the Real Estate Transac/on -­‐
Aus/n Allison, Joel Singer, Patrick Stone
31) TRID will provide consumers with more clarity when buying their house.
32) There is a level of data and systems integra/on happening now that will change the
mortgage industry.

12. Digital Marke/ng Workshop -­‐
Morgan Brown, Audie Chamberlain, Ka/e Lance, Seth Price,
Chris ScoO, Jessica Swesey
33) A good brand story establishes a unique value, aOracts talent, and inspires your customers.
34) If you are not telling your story, someone else is telling that story for you.
35) In order to tell your best brand strategy: be truthful, be compelling and succinct, make it mo
re about them than you, and tell your audience why they should care.
36) Freelance copywriters are a great resource for helping you turn your brand story into words.
37) Stop the random acts of social media and marke/ng; be inten/onal!
38) There are 4 components to a successful online strategy: /me, resources, pa/ence, and consi
stency.

13. Digital Marke/ng Workshop -­‐
Morgan Brown, Audie Chamberlain, Ka/e Lance, Seth Price, Chris
ScoO, Jessica Swesey (cont.)
39) A blog can provide great value for the traffic visi/ng your site.
40) Content strategy is a marathon, not a sprint -­‐
start by wri/ng down all the ques/ons you get asked and put them into an editorial calendar.
41) If you have mul/ple people in your company, be sure to put the right person in charge of your
content strategy.
42) The best video strategy is long-­‐
term: have a 6-­‐12 month plan of what your video strategy will look like.
43) Periscope is a game changer for social media. Start using it now!
44) Put some /me, energy and effort into the landing page for lead capture.

14. Making Hyper Local Targeted Media Work -­‐
Teri Conrad, Joshua Dorkin, Marguerite Giguere, Seth Price
45) 90% of cars are podcast enabled which gives people an opportunity to learn from your exper/se
from the comfort of their car.
46) Run a hyper local ad with Pandora.
47) If you are podcas/ng, you are looking to build your brand long-­‐
term, not just for the immediate ROI.
48) "Create serialized content: content you put out on a regular basis to a specific audience." -­‐
Seth Price (hOps://twiOer.com/sethstuff)

15. Connec/ng with Chinese Buyers: Going Beyond the Surface to
Understand & Unlock the Opportunity -­‐ Simon Henry
49) The average purchase price of a Chinese buyer is $933,723 and they buy 1-­‐2 houses per year.
50) Mo/va/ons for purchase include: lifestyle, investment, emigra/on, and children's educa/on.