How to use social media to promote the recovery of a small business in Spain. Keeping connected in a changing world and surviving in the worst real estate market ever.

1. Doing Business in Spain
(despite the "Crisis")
(or anywhere)

2. My Name Is Graham Hunt (@grahunt)
And forgive me...
... Because I refuse to just lie down and die

3. What is the Worst
Easy question
Business to Be in in Spain

4. A Few Clues
(just in case)
• It used to make up 20% plus of
GDP in the country
• It was populated by sharks
• It depended largely on
corruption
• It was largely unregulated
• I am a part of it

5. Real Estate or Property
Of course!
..... Could it be anything else?

6. Welcome to my World - Valencia Property

7. So What Does One Do?
Post 2006-7 Crash

8. Some numbers for
you
• 57 - 2004
• 55 - 2005
• 9 - 2006
• 3 - 2007
• 4 - 2008

9. Can I just Say "Ouch!"

10. I was lucky
• I broke my shoulder and collar
bone playing football on November
22nd, 2008
• Just as the imperfect storm hit
• Devaluation of the pound vs euro
of 25%
• Spanish prices too high
• Credit Crunch
• The Sun Goes Down
• Double Ouch!

11. So What Is This About? Recovery and small biz

12. So let's talk
• The Real World
• The Net
• Social Media
• SEO
• Authenticity and Branding
• Platforms

13. But Most Importantly
What it means to You

14. Let's Start With The Real World

15. Prior To The Net
• Your Business Was Local
• You Had a Shopfront
• You Had a "Relationship" With Your Clients
• You Relied On Footfall
• Word of Mouth Was The Best Publicity
• All of This Still Exists Just in a Different Way

16. Now on the Net
• Your Business Can Be Local or International
• You Have a Shopfront, (it's just not physical one)
• You Have a "Relationship" With Your Clients
• You Rely On Footfall (Or Traffic)
• Word of Mouth Is Still The Best Publicity
• The Message Is The Same Just the Delivery is Different

17. Local?
• A Business is no longer bound
by situation and location
• You can find clients anywhere
• You have cut any overheads
• You do not need physical stock
• Opportunity is everywhere (As
long as you are willing to work
to find the niche)
• however.........

18. Competition is Everywhere and Growing
You Need To Work Smart (more of that later)

19. Shopfront?
• Your Internet presence is your
shopfront
• No rent needed but you do
need
• A domain
• A hosting account
• A base
• Advertising to get people there

20. Relationship
• You need to lead your market
• You need to meet your clients
online
• You need to help people out
• You need to be perceived as
the go to person
• You need to be authentic

21. Footfall?
= Traffic.
And there are various ways of getting traffic.
- SEO
- Advertising (PPC)
- Word of Mouth and Recommendations

22. SEO Black Magic?

23. SEO is Content
Content is stuff.
Nothing More and Nothing Less
Targetted SEO involves keywords, interests and distribution.

24. What are Keywords?
Google (and other search engines)

25. Keywords?
• What people search for on
Google
• Differentiate between buying
keywords and non buying
keywords
• Check out not only keywords
but also competition
• Market Samurai

26. Interests
Facebook (and other social networks)

27. Targeting By Interests
• People on Facebook Tell You
What They Are Interested In
• Advertising on Facebook is Very
Different to Keyword Based Ads

28. Distribution (You Need To Get Your Message Out)
Your platforms
- Blogs (you have at least one right?)
- Microblogs (Twitter, G+ etc...)
- Social Networking Sites (Facebook and others in your niche)
- Photo Sharing Sites (Flickr, Facebook etc...)
- Video (YouTube, Vimeo, Viddler etc...)
- Audio. (audioboo, podcasts etc)
- Guest Posting (On other blogs)

29. All Pointing Back Home Your Home Page Driving Traffic

30. Fine
In Theory But What is the Practice?

31. Presence Platforms

32. Check Moves The Three Biggies?

33. Twitter
The day to day of your business and a great platform for spreading your
message

34. YouTube
You need a home for your video and YouTube is the second largest search
engine in the World, so why not use it.
YouTube for Bloggers

35. Facebook
Differentiate between your personal profile and your page
Pages are for businesses. (content x3)
Don't forget groups.

36. The Importance of
You don't own Facebook
Home Advantage

37. Zuckerberg Can Kill you Tomorrow
You need your own home
And you need PRESENCE

38. You need your home therefore
And you need check moves to take people there

39. Check moves
• A phone call
• An email
• A face to face meeting
• A text message
• Skyping
• Internet Chat Rooms
• Facebook messages
• A Twitter reply
• A wave from across the road

40. The Effect Of Check Moves
Trust
+
Respect
+
Authority
=
Sales

41. If You Make Check Moves You May Be Able To
• Sell a property by video without a viewing
• Get clients to send their deposit money to your account without
ever having spoken to them in person or having seen them
• Get the clients to suggest that you visit other estate agents to
check out properties they like and they will still pay you.
• Get recommendations for your work and get all sorts of doors
opening up for you
• In your business what can it do?

42. How I Use Social Media In general

43. One Caveat
There is no right or wrong way to do this
You need to find your way but my way works for me.

44. I don't sell... ever... (well hardly ever)

45. I try to be helpful

46. I Have An Opinion

47. I Am Authentic
(If I am Pissed Off Then You Know It)

48. I Get Fans
(even if I don't know about them)

49. Examples
• The Saturday Night Video
• The Japanese Client
• The Neighbour's House
• The Twelve Month Wait
• The Referral Clients
• The Swedish Attic

50. So That Is The Check Move Theory Proven
Essentials of check move theory
You must be in the mind of your client whenever they think about your business
(and they should think about your business more than they think of chocolate
or sex.)

51. Essentials For Check Move Theory
• Have a mailing list. (I use aweber) with an evergreen auto
responder sequence.
• Have a Facebook Page, a Blog, a Homepage, a Twitter
Account, a YouTube Channel and fill them with good
content.
• Make sure you put out content regularly for your market,
and make it good.
• Have an opinion/attitude (Pareto 80/20 rule) Don't feed the
trolls

52. Aweber
• I currently have 152 messages in
my follow up when someone fills
in the contact form.
• Every one of them is evergreen, ie
not time sensitive
• People receive messages from me
for over a year
• Unsubscribing is easy but people
don't.
• Number 152 asks "why haven't
you bought yet?" I have had
replies.

53. Why?
• When they finally sell that home in the UK or wherever
they have just received a message from me.
• They then call me and tell me they are ready to buy
• AN AUTORESPONDER AND GETTING PEOPLE'S EMAIL
ADDRESSES IS MORE IMPORTANT THAN ANYTHING
ELSE. YOU MUST DO IT AND IT MUST BE VOLUNTARY.
• Social Media and your web presence is the way to get it.

54. Optional
• Bribe your clients
• Develop relationships with complementary vendors
• Would you like fries with that?
• Outsource
• Leverage to the nth degree
• Split Test

55. Is This Applicable To
Ask Yourself?
Your Business?

56. To Finish
A Small Bribe

57. An Offer
I have a new book "Web Marketing For Estate Agents"
Get it for half price by signing up to be an affiliate.
Go to e-junkie and sign up to be an affiliate then buy on your own link :-)

58. An Invitation
www.entrepreneursolo.com/turbocharge
Password is Turbocharge
All of the resources mentioned here are on that page. Go there and pick up
them all and a few special gifts.