1. realtor
online
marke,ng
plan
real
estate
websites
|
online
marke0ng
|
training
Thursday, September 13, 12
2. objective
1. To establish the goals/objectives in building your
own Online Marketing Plan.
2. To build a foundation and basic understanding for
good techniques in Online Marketing for real estate.
3. Develop your own Online Marketing Plan.
Thursday, September 13, 12
3. what is agent
redefined?
the brainchild of george el guapo cuevas.
I want to train Realtors to become better at marketing
their properties and themselves online.
home to the Realtor Training Blog, a free resource for
real estate agents to access all of my training.
my business is to build your next real estate website and
hire me to train you, your office, or at your next event.
Thursday, September 13, 12
4. a free resource for Realtors to get training for online
marketing of their properties and themselves.
you can ask questions via the blog!!!
the realtor training blog
Thursday, September 13, 12
5. who is el guapo
former realtor from chicago with extensive
short sale & new construction experience.
Built 125 single family homes in St. Louis -
St. Charles County.
Tech Geek
proudly served in the U.S. Army
I love to travel the country to meet and
train realtors in everything that is Realtor
Marketing and Technology!
Thursday, September 13, 12
6. SECTION 1
STATE OF THE MARKET
The overall U.S. housing market has been in state
of recovery over the past 8-9 months.
The housing recovery has not been equal in all
places.
The housing recovery has been cautiously tepid
and slow.
The housing recovery has continued despite still
high unemployement and flat GDP growth in 2012.
Thursday, September 13, 12
7. The Beige Book | June-July 2012
Prepared by the Federal Reserve Bank
in Atlanta
The Beige Book is a collection of anecdotal economic
information put together by Federal Reserve officials to
prepare for policy meetings on determining interest rates.
June & July 2012: Economy is seeing slow growth and
moving at a “modest” pace.
Hiring by the private and public sectors remain
“Tepid”
Not until 2016 will the housing sector be 'normal,'
according to IHS Global Insight economist Patrick
Newport.
Thursday, September 13, 12
8. The Beige Book
Prepared by the Federal Reserve Bank
in Atlanta
June-July 2012 saw U.S. homebuilders start construction of
new homes at the fastest pace since 2008. New housing starts at
760,000 in July 2012.
New Construction Increased 36.9% in the Western/
Southwestern states.
22.2% in the Northeast, -4.2% in the South, -7.3% in the
Midwest.
The housing market is one of the few parts of the U.S.
economy that has not slowed during the recent slowdown in the
overall U.S. Economy.
It is possible that the housing market may contribute to the
nations annual economic growth in 2012!!!!
Thursday, September 13, 12
17. Foreclosures & Short Sales in the U.S.
The gap between REO’s and Short Sales continued to Shrink
in the 2nd QTR 2012.
REO’s outnumbered short sales by just 9,833, the smallest
difference since the 3rd QTR of 2007.
14% of all Sales were Non-Foreclosure Short Sales. A
transaction on a property in which the foreclosure process as
not yet started.
Realty Trac VP Daren Blomquist, “Given the shortage of
supply and the seasonally strong buyer demand in the 2nd QTR
2012, it’s no surprise that the average foreclosure related sales
price increased both on a quarterly and annual basis”
Thursday, September 13, 12
40. What does ALL this data mean and
what do you want me to do with it...
Inventory levels will continue to drop if the
current market conditions continue.
Increases in home value prices.
Increased competition from buyers and
investors.
Fewer REO’s on the market and just as
many Short Sales.
Traditional Marketing approaches will come
into play for gaining listings.
Thursday, September 13, 12
41. realtor
marke,ng
plan
real
estate
websites
|
online
marke0ng
|
training
Thursday, September 13, 12
42. the realtor online
marketing plan
section 2
Marketing Basics
Social Media
Trulia & Zillow
Develop Your Plan
Take into consideration the Market
Conditions
Thursday, September 13, 12
43. just using social media won t take you to the
promise land of unicorns and pots of gold
using the social media s are just TOOL s to use
for broadcasting your message and expanding
your reach...
Thursday, September 13, 12
44. Social Media & Real Estate
engage
in
social
media
both
SOCIALLY
&
for
REAL
ESTATE.
don’t
treat
all
social
media
plaBorms
the
same.
be
willing
to
adapt
to
changes
in
how
social
media
is
used
and
consumed
by
users.
reach
for
your
natural
crea,ve
ability.
decide
which
social
media
plaBorms
you
want
to
engage
in.
be
willing
to
get
the
informa,on
and
educa,on
on
how
to
use
these
plaBorms.
Thursday, September 13, 12
45. the 3 main sources for real
estate leads...
DATABASE LEADS: Your sphere of influence
COLD LEADS: Advertising, mass mailing, office
phone calls, etc...
ONLINE - INTERNET LEADS: Social media,
Trulia/Zillow, websites, blogging, etc...)
Thursday, September 13, 12
46. three undeniable truths
about effective marketing
campaigns need an objective - goal. plus, they are
set with a start & end point.
campaigns should run consistent and repetitious.
(marketing never sleeps)
return on investment (ROI): campaigns must be
measured and analyzed for cost vs. effectiveness.
Thursday, September 13, 12
47. 3 stages of online - internet
marketing for real estate
1. BASIC: Using Social Media and Real Estate
Marketing Profiles.
2. ADVANCED: Websites, video creation, advanced
social media, advanced Zillow/Trulia accounts.
3. BRAVEHEART: Craigslist Ads,Blogging,
advertising, squeeze pages, advanced video
blogging, pay per click ads. Spending money to
generate leads
Thursday, September 13, 12
48. stage 1: basic
full deployment of all free accounts
breakdown into two types of accounts
a. social media (facebook, youtube, linkedin, twitter,
pinterest...)
b. online property marketing (zillow, trulia, homes.com,
realtor.com...)
free profiles completely filled out for optimization.
activate program for building online testimonials.
back to basics - pictures and video
Thursday, September 13, 12
49. stage 1: basic
agent branding
your own branding of your name and your business is
extremely important when engaging online for lead
generation.
take extra consideration of your profile pictures &
logos.
think of your events, activities, and community and how
you can interject these into your online marketing.
remember how your branding is extremely important to
potential buyers and sellers when they find you online.
Thursday, September 13, 12
50. stage 1: basic
your mission
your primary mission in stage 1 is to get
your professional name everywhere on
the internet through the use of free social
media and property marketing sites
Thursday, September 13, 12
51. Set up and optimize the
stage 1: basic following accounts: Use this
as a guide for completing
facebook
twitter
youtube
SOCIAL
google+
NETWORKING
google places
WEBSITES
linkedin
yelp
pinterest
zillow.com REAL ESTATE
trulia.com MARKETING
r e a l t o r. c o m WEBSITES
Thursday, September 13, 12
52. NAR: 2011 Report On Homebuyer Statistics
37% were First-Time Buyers, Medium Age 31
63% Walked through a home that they first previewed online.
63% were Repeat Buyers, Medium Age 53
10% Found an Realtor online to buy a home.
INFORMATION SOURCES FOR BUYER PROPERTY SEARCH
53% Drove by a home they previewed online first.
88% Of buyers used Internet Searches for homes.
87% Of buyers used a Real Estate Agent for home searches.
55% From Yard Signs
30% From Newspaper Ads
19% Home Book and/or Magazine
Thursday, September 13, 12
53. stage 1: basic
additional notes
Consider using AngiesList.com if your looking for
more exposure. It s not free but effective.
Make a plan for getting all of these profiles
completed. It should not take more than 1-2 weeks.
Consider which social media you want to engage
in. It s not absolutely necessary that you engage on
all of them. Ask El Guapo for more info...
Thursday, September 13, 12
54. stage 1: changing your
view on social media
The Social Media Networks simply provide some sort
of outlet or platform to broadcast your message...
R e a l t o r s w i l l o f t e n s a y t o m e “He y i s Fa c e book
working for you? Because it doesn't work for me, I
post all of my listings on it but never get any one
interested”
S oci a l Medi a Ne t wo r k s a re n o t a Cla ssif ie d s A d .
What works is your ability to generate meaningful
re la ti o ns hi ps an d c o m m u nit y. Th e n e t wo rk is ju st a
place for you to do that relationship building in.
Thursday, September 13, 12
55. stage 1: changing your
view on social media
The real power of social networking isn’t in social
networking. The real power of social networking isn’t in
collecting likes or retweets or followers or fans. The real
power of social networking isn’t in gathering up large
numbers of these abstractions.
The power of social networking is real. It is in creating real
connections in real time by the use of Images, Videos,
Ideas, & Thoughts....
Thursday, September 13, 12
56. stage 1: changing your view on
social media
Your relationships in the real world are real. Your ability to
use digital tools and press buttons on keyboards and tap
flat pieces of glass and plastic with invisible electronic
sensors embedded and connected to more copper and
silicon and then transmitted through the air to towers and
wending through space and time until it arrives on
someone else’s piece of glass where it jumps
instantaneously into their mind...
where your idea becomes their idea too. This is the
real power of social networking.
Thursday, September 13, 12
58. stage 1:
I believe both of these sites are as valuable as Social
Media.
Fill out your profiles 100% on both of these platforms.
Update your listings & Connect your listings on both of
these platforms.
Use Video & Additional Pictures for marketing your listings
online.
Use the Trulia Blog to expand your authority on Buyer/
Seller topics and issues.
Thursday, September 13, 12
59. stage 1:
Probably the most important tool for you to use on these
platforms are to use the Recommendations feature.
Start building your Realtor Online Presence by having a
completed profile and plenty of Recommendations.
MOST IMPORTANT: Recommendations will help you
place higher in the Agent Results & Listings Results.
Thursday, September 13, 12
60. Advertisements
Trulia & Zillow both sell different types of Advertising
Plans.
These plans go by Zip Codes.
Apply basic marketing rules when engaging in
Advertising Plans on both Trulia & Zillow.
Contact me for more information.
Thursday, September 13, 12
69. stage 2: advanced
real estate website
blogging
advanced Trulia & Zillow accounts
video production
it s all about producing content, content,
and more content.....
Thursday, September 13, 12
70. stage 2: advanced the real estate website
a real estate website should be an information portal for your
clients & prospective clients
a base website is your online - interactive business card
info for buyers: school info, mortgage calculators, property
searches, how to guides/e-books and tool kits
info for sellers: how to guides/e-books and tool kits, your
marketing plan, property evaluations
info for real estate: short sales, community, rent to own,
property management, etc...
The Blog: you can activate the blog feature of a wordpress
website and begin producing weekly content for improving your
natural SEO, plus establishing yourself as an authority figure in
your market.
Thursday, September 13, 12
71. stage 2: advanced blogging
blogging is an easy way to develop a catalog of information
for buyers and sellers.
with effective blogging you can establish yourself as an
authority figure on real estate in your community.
developing community pages/blogs are an effective way to
build natural SEO for your website.
blogging well written articles can differentiate yourself from
other competing Realtors in your area.
Thursday, September 13, 12
72. stage 2: advanced
Advanced accounts on Trulia and Zillow work.
Advanced accounts must be tested and tweaked for
optimization.
You still must have a completed profile and optimize your
listings for full effectiveness.
Thursday, September 13, 12
73. stage 2: advanced video production
there are two types of video Realtors produce. 1.) Property
Videos & 2.) Realtor Videos.
Property Videos: Showcases your property listing and the
agent. Property videos should engaging and unique with limited
speaking from the agent and GOOD music.
Agent Videos: Showcase the agent. They can be a simple
introductory video, or, an informational video on a specific topic
(short sales, first-time buyers, investment property, staging a
home, etc...).
REAL: being real in your videos with good sound and video
quality is most important. don t be too scripted.
Thursday, September 13, 12
74. stage 3: braveheart
complete destruction to the enemy, conquer your
territory.
google/facebook ads.
craigslist Advertising w/squeeze pages.
paid SEO activities
Thursday, September 13, 12