Full day presentation to real estate Principals in Perth, WA, Australia, by Charlie Gunningham, CoFounder and MD of aussiehome.com. Tips and techniques on how to use the power of the internet to save ad costs and money. One participant said that the course helped them save $25,000 in ad costs!

2. REIWA Learning, Thurs 6th Aug 2009Charlie Gunningham

3. HISTORY

4. ARPANET, 1968

7. Net EFFECTS 1. How many of you have purchased something on the Internet in the last 6 months? 2. How many times have you used the Internet as an information source, before buying offline?3. How many hours a day are you on the Internet?4. How many emails do you send/receive/day?5. What happens in your office (and to you) if you do not have internet connection and/or your emails go down?

8. Net EFFECTS

10. Architecture

11. Architecture

12. Intranet/Extranet

13. Shift Happenshttp://www.youtube.com/watch?v=ljbI-363A2Q

14. ONLINE Databases/CRM*sWhat’s your Ideal?(* Client Relationship Management)

15. CRM/DatabaseCustomer relationship management (CRM) consists of the processes a company uses to track and organize its contacts with its current and prospective customers. CRM software is used to support these processes; information about customers and customer interactions can be entered, stored and accessed by employees in different company departments. Typical CRM goals are to improve services provided to customers, and to use customer contact information for targeted marketing. (Wikipedia.org)

16. YOU NEED A SYSTEM- house clients- organise contact with them- manage your time best- feeling of being in control- results, success, rewards- work the system

17. WEB-BASED- ubiquitous- upgrades auto- no large upfront- as secure as your login

18. Off the Shelf

19. My Desktop – market leaderWA –based, Commerce Australia (Fairfax)- tracks effectiveness of emails sent- sales trust system- integrates with REST, AdVenda, …- e-publisher- various types of logins- all inclusive price, $ < PP, HOLhttp://www.desktop.com.au/

20. Port PlusMelbourne, independent- used by some franchises, 1st National- #2 position nationally- http://www.portplus.com.au/

21. HubOnlineset up by 2 independents, bought by realestate.com.au- was market leader, now #3http://www.hubonline.com.au/real-estate-software/

22. Market Managerset up by Brian Oldfield, bought by REIWA- desktop based?- auto import of REIWA data- some CRM capability

23. Complete DataLee Woodward’s system- desktop based, some web inputting- can buy individually, per seat ($700)http://www.completedata.com.au

24. MultiArraylarge system, (real estate manager, property manager, strata manager)est 1987 - George Sih, Sydney basedwww.multiarray.com

25. Others? DIY?Decisions based on: - upfronts + ongoing - web based?- - link to web site? - run my own results? - easy? Useful? - customise? Support?

26. < br >DONE! History, Effects, DBs and CRMs, NEXT! web sites, revenue, traffic, then…1.15-3pm: SEM, SEO, portals, sites3.15-5pm: social media, conclusion

28. Great things happen slowly- the frog in the water being heated up- climate change- ageing process

29. Do you need to have a web site?Why, exactly?

30. 90% of sites are still brochure sites- 1 way- no interaction- not grabbing emails (#1 goal)- flash, html, no updated, not SEO’d

31. It’s like having your own radio station!

32. Dynamic sites- powered by online database- update DB, updates site- CMS to update rest

33. Why have a site?1. Branding2. Differentiation3. Your listings only4. Your message, in control5. Power of the media, broadcasting

34. XML- databases talking to each other- very complex, prone to error- continual maintenance by provider- very important

35. Personal Site- www.imselling.com.au- sub domain of agency sitewww.aussiehome.com/firstname-secondname- also keeps the hits coming to your agency site

36. Why have a site?6. Make it earn money!

37. The eternal question – how to build traffic?1. Know thyself (measure it)2. Google Analytics3. Smarter Stats4. Nielsen/Hitwise5. Alexa.com >> demos

38. MeasuringTraffic1. Hit?2. PageView3. Visitor Session4. Unique Visitor/Browser5. Time per visit6. Bounce Rate7. Repeat Visitor

39. Building Traffic1. Self2. Word of mouth3. Cross media4. Social media5. SEO6. PPC - Facebook

40. Building Traffic / cont…7. PPC – Google8. Partnerships9. Linking10. PR, events, editorials, awards11. Ads

41. < lunch >DONE! History, Effects, DBs and CRMs, DONE! web sites, revenue, traffic, NEXT! SEM, SEO, portals, sites3.15-5pm: social media, conclusion

43. Google Eyes (SEO)- reads text, can’t read images- hates flash, frames- reads top left to bottom right- reads title tag- reads <H1> <H2>.. Tags- reads text on page- loves to see updates of text, and links IN

44. PLUS- being updated- relevancy- popularity- older- larger

45. SEM - PPCsee Facebook ads, compare to Google Ads- Cost per Thousand Impressions- Cost per Click- Click Through Rate

46. How much to get 5mn+ views of an ad?(and only pay if they see and act on it)- Facebook: < A$1,500- Local paper: A$120,000

47. TRAD ADVERTISER … doesn’t do it for me anymorehttp://www.youtube.com/watch?v=heSudg-tfIk

48. Quickflix.com.audisintermediation

49. CarSales.com.aureintermediation

50. Do real estate portals disintermediate or reintermediate?

51. “Disruptive Technology”or a “Killer App”

52. 1960-2000Golden Ageof Advertising

53. Fragmentationof all media

54. Demise of tradmedia

55. Warren Buffett (May 2009)“ I would not buy a newspaper stock at any price … their business model is over”

56. Australia – real estate sites- quite a choice- online monopolist in REA?- Google a threat (or life saver?)- in the end, it’s about service- and it’s the inexorable shift from print -> online

57. < br >DONE! History, Effects, DBs and CRMs, DONE! web sites, revenue, traffic, DONE! SEM, SEO, portals, sitesNEXT! social media, conclusion

58. Power that is SOCIAL MEDIA- free- powerful- scares big media silly- elected a President- not being used by your competitors (yet)

59. SOCIAL MEDIA – defined Social media is information content created by people using highly accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content. http://en.wikipedia.org/wiki/Social_mediaincl blogs, youtube, facebook, twitter, flickr, slideshare, …

60. Chad Hurley, Cofounder, Youtube.com

61. Mark Zuckerberg, Founder, Facebook

62. Biz Stone, Founder, Twitter.com

63. 1994 Age ofSurf 1998 Age ofSearch NOW Age ofSocial (media)

64. “Markets are conversations” conversations among humans sound human natural, uncontrived, honest public switch quickly tell us something! (then we might speak to you) business is only part of our lives, it’s all of yours The Cluetrain Manifesto: The End of Business as Usual by Christopher Locke, Rick Levine, Doc Searls, David Weinberger Pub 1999 : read it for free at www.cluetrain.com

65. … people want to talk!

66. “Markets are conversations” Every ‘deal’ is a series of conversations

67. TWITTER in Plain Englishhttp://www.youtube.com/watch?v=ddO9idmax0o

68. So What?

69. Advantages SOCIAL MEDIA- Cheap! and fast/instant- Reach / Accessible- Can be updated/improved- Democratic (power to the little guy)- It involves your clients (directly)

70. BLOGGING 101- a “web log”- foundation of SM?- Blogger.com / Wordpress / other- leave comments, post- video blog (“vlog”)http://blog.aussiehome.comhttp://www.therealestatemarketingmaven.com

71. THE RULES… not expensive in $’s Blog often, blog interesting Show yourpassion Encourage staff to blog Be authentic Ideas spread Allow publicto comment

72. You’re asking the wrong question, but since you asked… Better Traffic & SEO to your site Fun, empowering for you/staff Listen + Learn from your public Gather interesting content What goes around comes around “Markets are conversations” = the future of marketing?

73. Look at blogs, read loads of them If you had a soap box, what you speak about? Start one today (it’s free – www.blogger.com) How could your media (your website) have a blog?

74. PODCASTING- audio file (usually)- DIY- have them downloadablewww.byoaudio.com

75. FACEBOOK- Setting up a Page- Making comments/updates- Uploading photos- finding friends- how might you use this?- should biz be mixed with pleasure?

76. Do your own FACEBOOK Page free ‘n’ easy to set up people find you you’re in control 500,000 in Perth more > 40 than < 18 1,000/day in Perth join

77. Set up a FACEBOOK Group/Business Page invite people in publish events, goings on interactive shop window everyone gets to know

78. Set up a FACEBOOK Group/Business Page invite people in publish events, goings on interactive shop window everyone gets to know and/or LINKEDIN.com

79. 3. Post your own FACEBOOK Ads Direct + targetted Set a budget Easy to set up, edit, cancel + monitor 6mn+ views ($120)

80. 4. TWITTER! (your own + company) 4mn globally (1/100th FB) Growing fast Very easy to update ‘micro-blogging’ Word out, top of mind

81. 5. Upload movies to Obama did 1,678 87 mn views Av age 45-55 yrs tag ‘perth real estate’ DIY, free

82. Lower ad costs targetted, effective marketing Raise Traffic + improved rankings Fun, empowering; learn & interact Drive client loyalty more sales and profits MOST powerful when you mix them

83. USED TOGETHER – rinse and recycle- use tr.im and tweet the links- comment on blogs (business2.com.au)- blog, and tweet links to blog post- photo (twitpic) and upload- link twitter to Facebook updates

84. FACEBOOK for real estate- 5 Tipshttp://mashable.com/2009/04/01/optimize-facebook-page/

85. TWITTER- Twitter for real estate (free ebook)http://issuu.com/nerang/docs/twitter_for_real_estate_twitsCommscore announced that Twitter’s global unique visitors in April, 2009 was a whopping 32 million, up from 19 million in March, 2009. Twitter has just passed Digg (23 million), LinkedIn (16 million), and the NYTimes.com (17.5 million

86. This is what C21 are doing with Social Media in USA… (courtesy Business2.com.au)

87. Quick Break, then- what did we learn?- what next?- empty the car park- MY TAKEAWAYS

88. THANK YOU! – please fill in FEEDBACK FORMS- Aug 20th – aussiehome.com’s ‘Leadership Circle’- Nov – Facebook+Twitter courses in Computer Labswww.aussiehome.com/socialmediaCharlie@aussiehome.com 0411 092 669