6. It’s
Not
Free
It’s
Not
Easy
It
Takes
Time
and….
NO
Not
just
anyone
can
do
it...
successfully
6
7. If
It
Were
That
Easy
Then
Every
Broker
Would
Be
A
Big
Success
Photo iStock
7
8. Competitive
• According to National Association of Realtors
(NAR) there is an estimated 2.3 million agents
in the U.S.
• 59,322 Real Estate Companies in New York
• According to NY State Records there are more
than 27,000 brokers and real estate agents
operating in Manhattan competing for 10,000
real estate transactions per year (NIC co-op sales).
8
9. Challenge
Only 14% of consumers trust
advertisements…
78% of consumers trust peer
recommendations!
9
10. Advertising
Today
Only 18% of televison campaigns
generate a positive ROI.
Direct Mail response is down 90%.
Social Media continues to grow by
10% a month!
10
11. Just
The
Facts
93% of consumers worldwide use search engines to
find and access websites. Source: Forrester Research
There are over 694,000 searches a second on Google
alone.
85% of these searchers don’t click on paid links
(ads).
PPC costs have grown 37% over the past year and
continue to rise.
11
12. Game
Has
Changed
The Social Web Has Changed Everything!
• Customer is in control
• Belief: There is NO TRUTH IN
ADVERTISING
• Everyone has A.D.D. (attention
deficit disorder)
• No one wants to be sold to.
12
13. “Selling
to
people
who
actually
want
to
hear
from
you
is
more
effective
than
interrupting
strangers
who
don’t”.
(Seth
Godin)
13
14. I
Mean
Really….
Just how many phone calls can you make in a day?
And even if you have some success it is only 1-to-1
14
15. Social
Media
Amplifies
Hi Hi
You 300 LinkedIn
500 Twitter
Influencer 150 Facebook
25 StumbleUpon
500 Subscribers
1,475 CONNECTIONS
15
19. Nurture,
Nurture,
Nurture
Lead
nurturing
=
relevant
and
consistent
dialogue
with
viable
potential
customers
and
influencers,
regardless
of
their
timing
to
buy.
Proven
methodology
for
lead-‐to-‐sale
results.
19
20. Making
Noise
Won’t
Help
• It’s
crowded
out
there
• Facebook
post
views
based
on
Edgerank
• No.
1
Reason
people
UNLIKE
on
facebook
is
too
many
posts
and
irrelevant
content
• Twitter
streams
filtered
by
3rd
party
products
and
lists
20
23. Big
Picture
Strategy
• Understand who your target/prospect is
• Understand best practices for each vehicle you
choose to use
23
24. Big
Picture
Strategy
• Understand who your target/prospect is
• Understand best practices for each vehicle you
choose to use
• Think: What is the value I can to help nurture relationships?
How can I help?
24
25. Big
Picture
Strategy
• Understand who your target/prospect is
• Understand best practices for each vehicle you
choose to use
• Think: What is the value I can to help nurture relationships?
How can I help?
• Create a communications schedule
25
26. Big
Picture
Strategy
• Understand who your target/prospect is
• Understand best practices for each vehicle you
choose to use
• Think: What is the value I can to help nurture relationships?
How can I help?
• Create a communications schedule
• Determine a plan to continue to nurture the relationship
once the sale has been made or lost.
26
28. What
Goes
in
a
CRM?
• Create fields for keeping track of relevant information
• Where the lead came from – referral person
• How they found you
• Buy or Rent interest
• Do they have kids or planning on kids
• Do they have a dog
• Play golf / tennis / jog / sail / wine lovers
• What company do they work for
• Price range
• Where/when you met; follow up meetings; etc.
• Keep track of contacts, communications, documents shared
• Preferred method of contact (phone, cell, text, IM, FB…)
• Professional or social organizations and associations where they
belong
• Social Media outlets where they engage
28
29. CRM
Solutions
DESKTOP: WEB BASED:
Outlook Google
Entourage Salesforce
Sage Sugar
Goldmine Hi-rise HQ
Excel Nutshell Mail
Zoho
29
31. Monthly
Newsletter
• Keep
in
touch
with
relevant
information
• Version
for
interests:
Buyers
/
Renters
/
Family
/
Single
/
already
moved
–
neighborhood
• CALLS
TO
ACTION:
open
house,
referrals,
engage
on
social
media
sites
31
32. Keep
The
Conversation
Going
News
letter
Email
Integrate
SM
with
all
of
your
marketing
32
34. Wonder
Drug:
Social
Media
• No
gatekeepers
• Starting
and/or
maintaining
relationships
with
decision
makers,
influencers,
customers,
fans
• Keeping
‘top
of
mind’
• Protecting
your
reputation
• Expand
circle
of
influence
• Finding
hidden
opportunities
• Turning
a
sales
cold
call
into
a
warm
call
• Removing
geographic
or
budgetary
boundaries
34
35. Zillow
Find and rate brokers and agents, listings,
local data and more.
HINT: Build out your profile and get visible.
35
40. Cool
Tools
Calendar coordination that syncs – Video tours for brokers and
effective for coordinating multiple parties agents
for meetings, showings, etc.
PROMOTE OPEN HOUSES:
LinkedIn Events
Facebook Events
Meetup
(invite connections and invite them to invite
those who they know)
40
41. Virtual
Open
Houses
StreamingVideo + Live Chat
Webinar Style
Record and Host on YouTube,
Vimeo
And post on your blog, website, etc.
41
43. Set
Up
Personal
Profiles
• ALWAYS USE YOUR NAME = Brand
• ALWAYS HAVE EMAIL ADDRESS / URL /
PHONE #
• ALWAYS BE CLEAR – WHAT YOU DO
• ALWAYS DIFFERENTIATE YOURSELF
• BE CONSISTENT
43
48. Facebook
• Best
to
attract
fans
that
will
engage
rather
than
shoot
for
mass
followers
• Strategize
content
to
be
provocative
–
thought
provoking
–
challenging
–
interesting
–
GOAL
is
to
gain
likes
and
comments
• Without
engagement
there
is
no
visibility
48
52. Twitter
• Best
to
find
prospects
–
follow
–
watch
-‐
learn
• Join
in
when
appropriate
• Strategize
content
to
be
provocative
–
thought
provoking
–
challenging
–
interesting
–
GOAL
is
to
gain
likes
and
comments
• Be
interestED
and
interesting
–
then
sell
• Without
engagement
there
is
no
visibility
52
60. Be
A
Mensch
Always be kind
Always be patient
Always be helpful
Always be mindful
Always be generous
Always be grateful
60
61. What
It
Looks
Like
When
It’s
Right
1. How Can I Help?
2. How Can I Make This Fun?
3. How Can I Relate To You (and not just sell)?
4. How Can I Show Up Where You Are?
5. How Can I FIT INTO YOUR LIFE?
61
62. A
Good
Website
Beyond the goods…
Resources to help inform
Helpful Tool – relieves
the pain
62
63. Sticky
and
Sharable
Link bait, sharable,
keeps visitor on the site
Lead funnel – good
enough to give up
their info for
63
64. Watch
&
Learn
Branded YouTube
Channel with
keyword rich titles
– and stories about
neighborhoods and
other interesting,
entertaining and
helpful videos.
64
65. High
Value
Face
Time
More
than
real Over
estate 31,000
Fans
65
70. And
It’s
Working
Matthew Shadbolt, Director of Internet Marketing at The Corcoran Group
As a lifestyle brand, Corcoran doesn’t simply create a presence, they participate in it.
“We have created and implemented a comprehensive mobile marketing strategy of
leaving tips around New York based on the huge wealth of local neighborhood
knowledge which we specialize in at Corcoran. Our brand premise of communicating
what it’s like to actually live in a neighborhood and what living in NYC is like ‘beyond the
four walls of your apartment’ is a key driver behind this approach.”
“The main thing we’ve seen is that the quality of the referral traffic back into our
main website has significantly increased. Not only are we seeing more traffic
coming in, but visitors coming in from social media sites are staying longer and
looking at more things — something we had also seen with search engines but
not in such large numbers. We have generated business through both Facebook
and Twitter, primarily on the rentals side. People engaging with us directly on
Facebook in particular has been increasing significantly over the past two
months.”
70
71. Presented
by:
Mardy Sitzer
Bumblebee Design & Marketing LLC
212-677-4050
mardy@bumblebeellc.com
Visit our website at bumblebeellc.com
and register for our
Weekly Blog: Notes from the Hive
And our Monthly Newsletter
Jump in on Twitter: twitter.com/MardySitzer
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