Rose and Womble Realty - Embracing Real Estate Technology


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December 2010 presentation at Rose and Womble Lynnhaven office on embracing technology in real estate.

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Rose and Womble Realty - Embracing Real Estate Technology

  1. 1. Embracing Real Estate Technology<br />Tina Merritt<br /><br />Twitter: @wolkia<br />
  2. 2. A Little Bit About Tina<br />Licensed in VA 1998, in NC 2001<br />Undergrad – Economics at Virginia Tech<br />Grad School – RE & Land Devlpmnt at VCU<br />Started Blogging in 2005<br />National Blog Brawl 1st Runner Up<br />NAR Technology Spotlight Award 2009<br />Serve on NRVAR, VAR & NAR Committees<br />VB native, currently live in Blacksburg, VA<br />
  3. 3. All Presentations Can Be Viewed On:<br /><br />
  4. 4. How the Internet Has Changed Real Estate 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 />
  5. 5. New Marketing = Inbound<br />The way people shop for homes <br />has changed drastically. <br /> <br />People are much more in control of what information they receive & how they receive it.  By the time they reach the Real Estate Agent, they are much farther along in the sales process but we know much less about them.<br />
  6. 6. It’s YOUR Online Presence<br />No one cares about your reputation as much as you.<br />In today’s world, your ONLINE reputation PRECEDES your reputation IN REAL LIFE<br />
  7. 7. Guidelines for Internet Marketing<br />Unselfish sharing of information<br />SEO means nothing without YEO<br />Must be consistent<br />Minimal self promotion<br />Monitor online presence<br />Have a hub and spoke system<br />
  8. 8. Reputation: It’s Everything<br />
  9. 9. Be: Authentic<br />YOU are what YOU post online!<br />Don’t mask your personality online. Let people get to know the REAL you! *with exceptions<br />
  10. 10. Be: Conscious of Your Network<br />If your friends/relatives act inappropriately online, it can reflect on YOU<br />Behave or be BLOCKED<br />Be careful of who you let into your circle<br />
  11. 11. Be: Polite<br />LISTEN five times more than you TALK<br />Don’t talk about sex, politics, religion or your salary<br />
  12. 12. Be: Responsive<br />When you are mentioned, say “thank you”<br />Correct a problem - immediately<br />
  13. 13. Be: Legal<br />Your license is on the line<br />Create an online disclaimer & policy<br />
  14. 14. Have a GOAL<br />What is your business objective for your online efforts?<br />Who do you need to connect with to meet this objective?<br />How will you connect? How often?<br />
  15. 15. Case Study: Heather Elias<br />Facebook Official <br />(Business) Page<br />Twitter - Personal<br />Facebook Profile<br />Twitter - Business<br />Flickr<br />Blog Commenting<br />Email Signature<br />Offline Marketing<br />Get To Know Me<br />Posterous<br />Email Marketing<br />Print Ads<br />LinkedIn<br />Business Cards<br />Networking<br />YouTube<br /> Video<br /><br />Music<br />
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  17. 17. CaseStudy: Walter Burns<br />
  18. 18.<br /><br /><br /><br /><br /><br />Case Study: Heather Elias<br />
  19. 19. Web Tools for Real Estate Agents<br />
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  31. 31. Online Back Ups<br />
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  36. 36. promo special for Rose & Womble: use promo code “tinaplans” (case sensitive) for a $25 credit on your account. <br />
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  47. 47. Online Marketing for Real Estate<br />
  48. 48. Email Marketing<br /><ul><li>NEVER EVER SPAM!! </li></ul> <br /><ul><li>Have a professional email signature</li></ul> <br /><ul><li>Organize contacts</li></ul> <br /><ul><li>Respond promptly</li></ul> <br /><ul><li>Get email on your phone</li></ul> <br /><ul><li>Use a drip email campaign </li></li></ul><li>Create Valuable Content<br /><ul><li>Be Interesting, Be Real, Be Humble
  49. 49. Commenting to drive traffic
  50. 50. Forums
  51. 51. Use photos
  52. 52. Use videos
  53. 53. Use maps 
  54. 54. Use contests </li></li></ul><li>Video is EVERYTHING!<br /><ul><li>Do-it yourself - the public likes raw video because it is believable.</li></ul> <br /><ul><li>Low cost with MANY options.  Flip cameras are approx. $99.</li></ul> <br /><ul><li>Allow the consumer to "see the inside".</li></ul> <br /><ul><li>Beyond the photo....showing your personality and engaging.</li></ul> <br /><ul><li>Video blogging - how to videos, information, and more.</li></ul> <br />
  55. 55. What is<br />LinkedIn is a business-oriented social networking site. Founded in December 2002 and launched in May 2003,it is mainly used for professional networking. As of February 2010, LinkedIn had more than 60 million registered users,spanning more than 200 countries and territories worldwide.<br />Source: Wikipedia<br />
  56. 56. Benefits of Having a LinkedIn Presence<br />It’s an “international on-going business meeting”<br />Opportunity to collaborate with customers, thought leaders and colleagues<br />GREAT SEO<br />Increased visibility<br />LinkedIn Groups<br />Connect with former classmates and colleagues<br />
  57. 57. Establishing Your LinkedIn Profile<br />Use a professional photo<br />Add links to your website and other profiles<br />Recommend others & get recommended<br />Only invite people you know as contacts<br />Fill out the profile accurately and completely<br />This is an online bio – have someone proofread it<br />Also be sure to add a company profile!<br />
  58. 58. Facebook<br /><ul><li>Over 400 million users worldwide!
  59. 59. 50% of FB users check in at least once per day
  60. 60. Average FB user spends almost 1 hour on FB each day
  61. 61. More than 1.5 million businesses have FB pages
  62. 62. More than 20 million users “FAN” pages each day
  63. 63. The average user has 130 friends
  64. 64. There are almost 111.5 million FB users in the U.S.A.</li></li></ul><li>Facebook Profiles vs. Pages<br />Profiles are personal, Pages are for business<br />It is a violation of Facebook’s terms of service to use your personal profile page for business and/or advertising<br />Pages are indexed by Google<br />
  65. 65. Facebook Advertising<br />Pay Per Click (CPC)/Pay Per Impression (CPM)<br />Set up in 10 minutes<br />Cancel or change at anytime<br />Instant analytics<br />Try multiple or different campaigns<br />Target by demographic, location, workplace, etc.<br />
  66. 66. What the Heck is Twitter?<br />
  67. 67. Twitter is….<br />Twitter is a social networking and microblogging service that enables its users to send and read messages known as tweets. Tweets are text-based posts of up to 140 characters displayed on the author's profile page and delivered to the author's subscribers who are known as followers.<br />- wikipedia<br />
  68. 68. Twitter Applications<br />The best way to use Twitter is not necessarily through, but through one of the many applications developed for Twitter users.<br />A few of these applications include: seesmic, hootsuite, tweetdeck, twitpic, tweetie, twellow, friendorfollow, twitterfeed and many more.<br />
  69. 69. Tina’sDefinition of Twitter…<br />Twitter is an ongoing cocktail party where you can jump in and out of the conversation when you see fit. The challenge is to be a part of the conversation and not just someone who pops in the door and yells something out and leaves.<br />No one likes the guy at the cocktail party who only talks about himself. And keep in mind that it is impolite to talk religion, politics, sex or money.<br />
  70. 70. Take it Slow…Add 1 Site/Week<br />Yelp<br />Tripadvisor<br />Yellowpages<br />Myspace<br />Streetadvisor<br />Ehow<br />Meetup<br />And many more!<br />
  71. 71. Thank You for Inviting Me!<br />Tina Merritt<br /><br />757-287-6338<br /><br />Twitter: @wolkia@tinainvirginia<br />