Effective Online Marketing and Social Networking for Real Estate


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Effective Online Marketing and Social Networking by Tina Merritt of Wolkia, LLC for Alpha College of Real Estate.

Topics include:
What NOT to do, Marketing to the online consumer, How to create and use online disclaimers, Creating an online marketing plan, Tools and tips to save time

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Effective Online Marketing and Social Networking for Real Estate

  1. 1. Effective Online Marketing for Real Estate<br />
  2. 2. Marketing to the Online Real Estate Consumer<br />
  3. 3. Who Is the Online Consumer?<br />First of all, the ONLINE consumer is now the AVERAGE consumer.<br />
  4. 4. The Online Consumer<br />Wants instantaneous results<br />Wants accurate and consistent answers<br />Does not tolerate interruptions<br />Is more fickle than loyal<br />
  5. 5. The Online Real Estate Consumer<br />People are much more in control of what information they receive & how they receive it. <br />By the time they reach the agent, they are much farther along in the sales process but we know much less about them.<br />
  6. 6. Outbound Marketing<br />"Old Marketing" = Outbound Marketing<br /> <br />With this old type of marketing, your are trying to reach a broad audience and hope a small percentage (1%-3%) respond.  In other words, at least 97% of your marketing efforts are wasted.<br />
  7. 7. Examples of Outbound Marketing<br />     <br />Newspaper ads<br />Ads in Homes magazines<br />Cold calling<br />Door knocking<br />Direct Mail<br />
  8. 8. Beware of Using Old Marketing Online!<br />Do NOT attempt to market to the online real estate consumer using outbound marketing techniques.<br />Why? You will turn them off and once they leave, they will never come back.<br />
  9. 9. They Will Leave!<br />Remember: online marketing is permission based marketing.<br />Once the consumer marks your annoying email as SPAM, you are blocked.<br />Once the consumer sees you posting sales pitches and advertising on your Facebook profile, they will unfriend you.<br />
  10. 10. SethGodin<br />“Selling to people who actually want to hear from you is more effective than interrupting strangers who don't”<br />
  11. 11. #1 Rule of Online Marketing<br />Do NOT self promote<br />
  12. 12. That’s Too Hard!<br />Brokerages thrive on self promotion.<br />What do I talk about if not about myself?<br />But I have to put my listings everywhere!<br />
  13. 13. The online real estate consumer doesn’t care if you were the top sales agent for your brokerage in 2000 and 2007.<br />The online real estate consumer doesn’t care if you’ve been a member of the “Million Dollar Club” since the day you got your license.<br />All the online consumer cares about is WHAT YOU CAN DO FOR THEM.<br />
  14. 14. Old vs. New<br />Old Way<br />New Way<br />Targeted advertising by area of newspaper circulation<br />“New listing” postcards ordered, printed, addressed and mailed<br />Cold calling<br />Voice mail/alpha pagers<br />Make the consumer call for a price or address<br />Targeted advertising by demographics on Facebook<br />Create a single property website for a new listing before you leave the house<br />Engaging<br />Google voice/instant chat<br />Consumer goes online to get mapping/price<br />
  15. 15. A Few Thoughts…<br />Online consumers do not want to be considered “leads”. They want to be viewed as people.<br />Online consumers want you to communicate with them via the same means they communicate with you.<br />Online consumers will not do business with you if they don’t trust you. “Capturing” their information without their consent doesn’t build trust.<br />
  16. 16. Agent Websites/Blogs<br />In general, you have 5 seconds to engage someone once they come to your site<br />Do you have something interesting enough to keep them there?<br />What are you offering on your site that isn’t being offered on someone else’s?<br />
  17. 17. What Does the Online Real Estate Consumer Want with Listings?<br />Price<br />Address<br />An interactive map<br />A million DECENT pictures<br />Videos<br />School information<br />Floor plans<br />As much as they can get….<br />
  18. 18. Online Disclaimers aka Staying Out of Real Estate Jail<br />
  19. 19. Online Disclaimers<br />EHO and Realtor® logos aren’t enough.<br />Agents/Brokers cannot possibly control all of the places where their listings may be posted.<br />Some sites do not update regularly.<br />Don’t scare people away with a lengthy, legalese-filled email disclaimer.<br />Create an online disclaimer that has a unique url that you can link to for your online marketing efforts.<br />
  20. 20. What to Include in Your Online Disclaimer<br />Licensing information<br />Contact information<br />A statement of what you will/won’t do with captured information<br />How to unsubscribe<br />EHO & Realtor® information<br />Memberships<br />Release of liability<br />
  21. 21. How to Create an Online Disclaimer<br />Use an online host such as Google Docs<br />Type your document, spell check and send to a trusted attorney as well as your Managing Broker for review<br />Save the document as an online file<br />Use the link/url provided by the host in your online marketing or register an easy to remember domain name and point it to your disclaimer<br />
  22. 22. Creating an Online Marketing Plan<br />
  23. 23. Create a Plan for Online & Offline Marketing Efforts<br />Schedule your time online and stick to it so you don’t get “sucked in” to unproductive activities<br />Make a list of 5 sites where you want to have a marketable presence<br />You can’t do it all. You can’t be genuine if you try to have someone else engage for you<br />Go outside the real estate box to engage<br />
  24. 24. Tips to Save Time w/ Online Marketing<br />Use syndication for listings – but enhance and follow<br />Use sites such as Hootsuite, Posterous and/or Gist to consolidate profiles and allow for cross-platform posting and engaging<br />Use Google<br />Search for questions to answer<br />Don’t look for the easy way out. If you don’t want to do it…don’t!<br />
  25. 25. More Tips<br />Sit down and make a list of common questions asked by your clients. Answer each question and turn it into a blog post or Q&A on your site.<br />Facebook profile is personal. Facebook page is business.<br />Google yourself. Google your competition.<br />Ask for online reviews. <br />Say “thank you” online.<br />Remember, what you say online is forever.<br />
  26. 26. Questions? Thoughts?<br />Email: tina@wolkia.com<br />Twitter: @wolkia<br />Facebook: Facebook.com/realestatetechnology<br />Slideshare.com/tinainvirginia<br />