The complete Realtor Online Marketing presented at Exit Strategy Realty on 9/12/2012. This is the breakdown of online marketing specifically for Realtors. For more information goto http://www.agentredefined.com.

1. realtor
online
marketing
plan
real estate websites | online marketing | training

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.

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.

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

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!

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.

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.

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!!!!

10. SALES NEW HOME SALES
Exit Housing Sales & New Home Sales
6,200,000 6180000
5958000
5,522,222 5677000
5446000
4,844,444 4939000
4649000 4603000 4603000
No. of Housing Units Sold
4566000
4470000
4,166,667 4350000 4309000
3,488,889
2,811,111 2973000
2829000
3010000
2,133,333
1,455,556
1203000 1283000
1086000 1051000
777,778 886000 880000 877000
776000
639000 650000
545000 485000
375000 323000 350000
100,000
1980 1985 1990 1999 2000 2001 2004 2005 2006 2007 2008 2009 2010 20112012-J
1980 - July 2012

11. REALTORS
Number Realtors belonging to NAR
1,400,000
1357732 1338001
1265367
1197529
1,050,000 1112645
1066658
1009940
803803
700,000 718599
350,000
0
1996 2000 2005 2006 2007 2008 2009 2010 2011

12. Total Foreclosure Activity By
State August 2012
Illinois in 3rd Place

13. Foreclosure Activity by
Type
August 2012

14. REO Sales decrease 31% from a year ago. 2nd QTR 2012

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”

20. IL Cities with the highest gains in Home Sale Prices

21. IL Cities with the highest drops in Home Sale Prices

22. MRED Housing
Supply

23. MRED Housing Supply

24. Chicago Housing Supply

25. Chicago Housing Supply

26. Chicago New Listings

27. Chicago Closed Sales

28. Chicago Market Time

29. 60622

30. 60622

31. 60622

32. 60622

33. 60622

34. River North

35. River North

36. River North

37. Lincoln Park

38. South Loop

39. West Loop

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.

41. realtor
marketing
plan
real estate websites | online marketing | training

42. the realtor online
marketing plan
section 2
Marketing Basics
Social Media
Trulia & Zillow
Develop Your Plan
Take into consideration the Market
Conditions

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...

44. Social Media & Real Estate
engage in social media both SOCIALLY & for REAL
ESTATE.
don’t treat all social media platforms the same.
be willing to adapt to changes in how social
media is used and consumed by users.
reach for your natural creative ability.
decide which social media platforms you want
to engage in.
be willing to get the information and education
on how to use these platforms.

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...)

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.

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

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

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.

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

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

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

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...

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.

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....

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.

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.

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.

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.

64. how you are pulled up with a
basic account on zillow

65. one of chicago s top agents not
taking advantage of zillow , YET

66. one of chicago s top agents n taking
advantage of zillow

67. GOTO ZILLOW & TRULIA
PROFILES ONLINE

68. SWITCH TO SOCIAL MEDIA
SLIDES

69. stage 2: advanced
real estate website
blogging
advanced Trulia & Zillow accounts
video production
it s all about producing content, content,
and more content.....

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.

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.

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.

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.

74. stage 3: braveheart
complete destruction to the enemy, conquer your
territory.
google/facebook ads.
craigslist Advertising w/squeeze pages.
paid SEO activities