What does real estate marketing look like in today’s world? Marketing has changed dramatically in the past decade, and we’ve entered a new frontier. Reaching clients and potential customers used to be a costly venture – with long printing wait-times and pricey postage. Today, online marketing options offer us a free way to keep in touch with our current spheres and reach potential new clients, but the rules are different. This new school of marketing, with its multitude of social media platforms and opportunities, requires a new kind of marketing savvy and can be overwhelming to navigate. This course teaches you how to combine tools like Facebook and YouTube (and more!) along with email marketing and blogging, with the tried-and-true marketing techniques you already know.
4. What Do These Messages Say?
• “I‟m out of listings! Who wants to
sell?”
• “I‟m in LOVE with my new listing!”
• “Just wrote contracts today for 3
lucky buyers!”
7. “I Have No Time For…”
• Social media
• Blogging
• Photos
• Videos
• Email marketing
• Anything more than I already do!
8. Rule of Thirds
from Chris Brogan
New Executing on Servicing
Prospecting Prospecting Your
Accounts
Photo credit: “3 fire buckets” by Hadleywal on Flickr.com
9. “I Have No Time For…”
• Social media
• Blogging
• Photos
• Videos
• Email marketing
• Anything more than I already do!
10. Your Brand Should Tell Me:
Why You?
• What‟s your value proposition to
your clients?
• What sets you apart from others in
the same business? Why should the
client choose you?
• What is your why?
11. yourself.
• Log out of Google/Gmail – see what
others are seeing
• Put your name in quotes, i.e. “Maura
Neill” or “Maura Neill REALTOR”
12. Alerts
What do you find?
Take charge of your online presence.
16. What is a Brand?
• It‟s who you are.
• It‟s what sets you apart.
• It‟s what your clients think of when
they think of you.
• It‟s the story you tell with your
marketing.
21. Are You Using Your Photo?
• Does it look like you? (in other
words, is it current?)
• Is it professional?
• Is it friendly? accessible? relatable?
• Is it prop-free?
• Does it appeal to your target
audience?
30. How Do You Use Facebook?
o Fun, fun, fun
o A place to get away from work
o Reconnecting with old friends/clients
o A place to mix business with
pleasure
o Business only – I stay strictly on my
Facebook business page
31. Where Is Your Facebook
Presence?
• Your personal profile – what does it
look like?
• Your Facebook Business Page:
– Do you have one?
– Do you use it effectively?
– Do you need one?
• Where do you spend the most time
and get the most response?
35. What To Post
On Your Business Page
• Links, links, links – to your videos, blog
posts, buyer/seller tips – drive the traffic to
your site
• Photos – local, your listings, funny things
you see while showing homes, caption
this
• Videos – keep them short and informative
• Local information
• Open houses and listings okay here
36. What to Post
• Basic systems in place to keep
fans engaged.
– Fill in the blank Friday
– Photo Friday
– Update on stats
– Pick your palace A and B
– Questions
– Quotes
– Weekend Update
41. Link Tips
• Give a teaser, a
quote from the
post/article –
something to
encourage the
reader to click
• Don‟t just post the
link & expect it to
get traffic/traction
45. Potential Clients Will
Find You On Facebook
• Give them something to see
• Let them get to know the “public” you
• Create trust, authenticity, and credibility
• Keep it to the 80/20 rule – put some
personal info out there (but still, only
things you feel comfortable sharing
publicly)
46. What Does Your Profile Photo
Say About You?
• Does it look like you? (in other words, is it
current?)
• Is it professional? Or at the least, not
UNprofessional?
• Is it friendly? accessible? relatable?
• Does it appeal to your target audience?
• Is it a photo that you‟re okay with having
seen publicly?
47. How Personal is Your Profile?
• Not everything you post needs to be
private; what can potential clients learn
from your public Facebook posts?
Image courtesy of jannoon028 at FreeDigitalPhotos.net
48. You Can Go Public
Without Giving Up Your Privacy
Use the options Facebook gives you to
create a Public Profile within your personal
profile
49. You Can Go Public
Without Giving Up Your Privacy
• You can also go
back and edit
past posts to
optimize your
profile – try
going back 1
month or so.
50. How I Go Public
Public Kept Private (Friends Only)
• Recipes • Photos of family,
• Photos of food, vacations, personal
Atlanta places, occasions, etc.
things to do
• Check-ins (most)
• Funny (but
appropriate) • Anything else I would
• Links to my blog not be comfortable
posts with a stranger
• Things that brand knowing
me, i.e., bacon
54. Letting Facebook Do the Work
For You
From Raziel Ungar ~ Burlingame, CA
• Clients‟ hobbies, interests
• What you see on Facebook + how
well you‟ve gotten to know them
• Sharing articles, books, points of
interest
• An excuse to get in touch
56. Harvesting Facebook for
Client Information
Facebook gathers useful
info for you!
Timeline-style page
(above); old page style
(right)
57. Facebook:
Your Blog‟s Best Friend
Add the “Like” button to your website
to link your Facebook Business Page to
your site:
http://goo.gl/aZbXf
Integrate your page with your
website: links to blog posts,
website pages, etc.
59. New Prospects? Check „Em Out!
• Search by name and/or email address
• View as much of your prospect‟s profile
as they have made public
• Send a message via Facebook
60. When a New Prospect Comes In
• Search for and view profile
• Learn what you can about
• Send a message via Facebook
introducing yourself
– If you usually email a prospect (i.e., an
Internet lead), why not also send a
brief message on Facebook?
• Encourage them to view your profile (not
necessarily friend you) – they‟ll see your
public posts!
61. Facebook Graph Search
Waitlist for Graph Search:
http://facebook.com/about/graphsearch
63. Your Facebook Profile is Not
Meant To Be For Business
But don‟t take my word for it…ask Zuck:
“You will not post unauthorized commerical
communication (such as spam) on Facebook…
You will not use your personal timeline for your own
commercial gain.”
Facebook Terms of Use: www.facebook.com/policies
Facebook Pages Terms:
www.facebook.com/pages_guidelines.php
64. How To Talk Business
On Your Facebook Profile
Think 80/20
Social is the name of the game
When in doubt, leave business out
Okay: Not Okay
• Links to your blog posts • Posting your listings &
• Check-ins at your office open houses
or at a closing • “Are you thinking of
• Congratulating a client – buying a home…” posts
if they‟re okay with it • Anything that even
slightly resembles spam
66. If You‟re Not Making Videos…
What Are You Waiting For?
• Face-to-face redefined
• YouTube - #2 search engine
• Embed into your blog
– Use as a mini-Vlog to correspond to a
longer blog post
• Answers FAQs
• Build trust
67. Google and YouTube
November 2006 – Google
buys YouTube
October 2008 – YouTube
reported as #2 search engine,
surpassing Yahoo!
69. Consumers and Video
• Increase length of time they‟re on
your site
• Increase your likelihood of being
found
• Build trust and credibility
• Help potential clients feel like they
know you
70. Video:
Face-to-Face Redefined
• How are you
already using
video?
• Where can you use video?
• How can you make it personal?
Image courtesy of Ambro at FreeDigitalPhotos.net
71. Video on the Go
• Video previews – FaceTime / MiFi
• Video during showings
• Video for listings – beyond the virtual
tour
• Neighborhood videos
• Closing video
• Photo slideshow – scared of video?
73. The Personal Contract-to-Closing
Facebook Group
• Secret Facebook group for you and your
client
• Post video messages and reminders
every step of the way
• Better than a phone call because they
can replay
• Great with more than one person in the
transaction – they each get the same
message
75. Video Tools
Gorilla Tripod
joby.com/gorillapod
iStabilizer – to attach
your smartphone to a
tripod, monopod, etc. iStabilizer Monopod
www.iStabilizer.com www.iStabilizer.com
78. Are You on G+ Yet?
• The new kid – who‟s using?
• Google owns #1 and #2 search
engine – Google + YouTube
• Public posts are indexed (unlike on
Facebook) SEO Gold!
• Hangouts!
80. Hootsuite
• Manage Facebook, Twitter, G+,
Foursquare, LinkedIn, Wordpress, MySpace
– all from one dashboard
• Schedule tweets & updates
• Save time
93. Guest Bloggers
• Partner with other local experts in
related fields
• Student interns (also great for
photography + video blogs)
• Realtors in similar (but not
competing) markets – link-backs!
94. Keys to Blogging Success
• Put a (written) plan in place
• Keep a running topics list / notebook
• Know your target audience
• Write ahead
• Identify guest bloggers
• Be creative
• Keep it fun – for you & your readers
• Stay consistent
97. Fiverr – Cheap Stuff
Have $5 to spare? You could get:
• Professional voice-over
• Cool, graffiti-style portrait
• Say anything you want in an Irish accent
• And so much more!
102. KeepVid
www.keepvid.com
• Download
videos
from
YouTube
• No need
to keep
huge
video files
• FREE!
103. PDF Converter
www.freepdfconvert.com
• FREE online PDF converter
• Keeps links in tact (for uploading to your
website)
• Downside: only 1 convert/30 minutes (with free
service)
People who have already liked it – most likely your friends and clients who are also your Facebook friends. How do you maximize your time on Facebook, using it the way you already do?
My Facebook profile link comes up on page 1 of a Google search of my name.
The trend today is that potential clients like to stay anonymous before speaking with us, meeting with us, giving away any personal information. If you give them the opportunity to feel like they’re getting to know YOU – not just the “you” on your website” but the real you – you will gain trust and credibility, they will feel like they know you, and you will lend authenticity to your online interactions.
Encouraging prospects to view your “public” profile = less threatening and salesy than asking them to like your Business Page.
The obvious: local market statistics. The public wants them, so you can give them what they want. Whether you gather them from your local MLS or you subscribe to a service, such as Altos Research, you can not only provide the data but you can (and should) comment on it, help to demystify it, decipher and interpret it for the public so they can understand the numbers.
Local dining – if you dine out in your market area, then you can let your readers know about where you love to eat and why. Websites like Foodspotting and Yelp have turned diners on to the idea that eating out is a social event – as if there was any doubt. When we break bread, it is often social. Why not turn your culinary adventures into blog posts that allow you to not only share your love of locally owned restaurants, but also to help promote those places, too – they are small business owners just like you!
Local events – what does your area have to offer?
DIY transformations
Running short on time? A quick photo of a local spot is a great conversation starter! People love photos and videos – they may spend more time on these posts than anywhere else on your site – and it will keep them on your site longer.
Who Are You? Help your readers get to know you! Today’s consumer wants to get to know you and trust you before they will decide to do business with you. Putting some of your own personality into your blog will help your potential clients do just that. That doesn’t mean talking about what a great REALTOR you are – it means giving a little bit of personal insight into who you are – your likes, your dislikes, what you like to do in your town, where you enjoy going. And this shouldn’t necessarily be a huge number of your blog posts – it can just be in the tone of your posts, the personal tidbits you include (for example, when writing about local dining or events). But the more the consumer feels she’s getting to know you, the more likely they are to connect with you and keep coming back.