Given at Falmouth MLS Tour. January 25, 2012. Thanks to all for attending and being so interested and involved.

1. Online Tools For Success In Real Estate
With Patrick T. Maddigan, Esq.

3.  Learn about tools that can:
◦ Grow & develop your brand
◦ Serve multiple functions:
 Marketing
 Public Relations
 Customer Service
 Cost = FREE

4.  Too much time  It’s for kids
 Too hard  Not worth the effort
 I don’t get it  I’m broke
 I don’t think it works
 It’s annoying and I don’t
care what others have to  Privacy!
say

5.  94 % of home buyers used the
Internet to search for homes in the
past year.
 74% of new non-referral business
derived from digital marketing.
 Only 7% of buyers and sellers will
check the papers or magazines for
exclusive real estate information.
 (Source: 2010 National Association of Realtors Profile of Home Buyers and Sellers)

6. o Research RE Agents
o Search on Google or Facebook, do they find you? What impression does
it create and leave?
o Control your online image
o Info on where they live & want to live
o Social media is a fast and easy to share news source
o Potential clients expect valuable free info from Agent’s SM sites
o Help others make decisions:
o Share what is of value!

7.  Difficult to force feed today’s consumers:
◦ Over 300,000,000 US Citizens… over 200,000,000 on
FTC do not call list
 FTC, July 2010
◦ 86% of people skip TV ads by flipping or DVR
 The Guardian, Aug. 2010
◦ Nearly 50% of direct mail never opened
 EPA.gov, Nov. 2010
 Stop interrupting what people are interested in
and BE what people are interested in!

8.  Static websites lack power of hyper-local blogs and
social media:
◦ Inbound Marketing: Dynamic way to connect and
communicate with prospects through posts
comments… relationship marketing!
◦ Blogs and social media are more cost-effective than
websites: only expense is time & content.
◦ Ability to stay in front of clients minds with timely
communication
◦ Who searches for names?

10.  88,000,000,000 monthly searches on Google
worldwide, and growing…
 20% of searches are for local businesses
 75% never scroll through first page
 70% of clicks are on organic results
◦ Google, April 2010
 BUT Google is much more than just a search engine

11.  Google+ Profile
◦ Google’s “privacy control” version of
Facebook.
◦ Works with Search and +1 button
◦ Personal Pages and Business Pages
◦ With new Search adjustments, Google+
becomes HUGE.

12.  +1 Button by Google
 Think Facebook Share/Like button
◦ Basically a digital way to say “this is cool - check it out!”
 Integrates with other Google products, Like Google+
 Combines with Search & Google+ to give a public stamp
of approval to a article, item or site.

13.  “Business Listing”
◦ Google is the new Yellow Pages.
◦ Google Places listings are free
◦ Powered by location specific searches
 With work can be a sneaky way to get on the first page of
Google
 Get “on the map”!

14.  Google Alerts
◦ Free “research assistant” searches for new links
 Choose topics and keywords
 Choose to receive results as frequently, or
infrequently, as you would like.
 Research, find information, topical articles to
share, online leaders in your field

15.  Key is still Search!
 Ultimately…
◦ Keyword rich content = search engine love
 That’s why Google loves blogs!
 And Google has now learned to love social
media
◦ Be found in search engines for (& on) your own
terms

17. • Choose A Blog Platform:
 Wordpress
 Inexpensive. Greater need for technical
knowledge to set up, if you do-it-yourself
 Tumblr
 Great starting blog platform
 Blogger
 Another greater starting point by Google
◦ Use a unique URL!
 www.lifeonthecape.com
 www.falmouthcapecodhomes.com
 Avoid using the blog URL- will need outside web
hosting

18.  Hyper-Local
◦ Concentrate on a “niche” area
◦ Competition is strong on national, regional, state-wide
level
 BUT with time and effort, you may be able to rank high for
key search terms for a town or towns
 Find your voice
◦ What you choose to write about is up to you, but real
estate doesn’t have to be the only subject
 Area schools, sports, restaurants, in addition to and in
conjunction with, listings and real estate news
 You are the Expert

20.  Remember: Social Media gaining in importance in
Search Engine results
◦ Links shared by FB friend/Twitter follower show in search results
◦ Lends credibility to you, your content, and the link destination
 Critical: social media sharing buttons. Encourage
visitors to promote and share content
 Keyword strategies: be aware of how you are wording
your social media messages by using keywords
 Optimize Social Profiles:
◦ same way you would optimize your web pages for page titles &
keywords

21. • Inbound communication channel for your
customers and clients to speak to you; add
to and enhance your customer service
• Personal and business relationship
building- in the way the NEW generation of
buyers are comfortable

22. • Promote company news or your listings with
text, photos and videos
• Pump content into your fans’ newsfeeds and
friend updates. That’s access to 700+ million
users; nearly 60 million daily users!
• Allow easy sharing of your content to an
audience larger than your base
• YouTube, Twitter, splash pages…

23. • Get found by people who are searching for
your products or services
• Connect and engage with current and
potential customers
• Create a community around your business
• Promote content you create, including
webinars, blog articles, or other resources
• Free! used by businesses of all sizes… like:

26. • Create Custom “Splash” Pages & Tabs:
• Give non-fans a reason to hit the “Like” Button -
Welcome them with a custom page!
• Tailor tabs directly for your needs. Custom tabs can be
hyperlinked images to your website or blog, Opt-In boxes
for your Email newsletter, and more.

27.  Vanity URLs
• Pages able to garner 25+ fans can claim a
vanity URL
• Easier to find and share your Page address!
• E.g.: www.facebook.com/YOU

28.  Ads!
• Highly targeted, location specific Ads
• Augmented with Ad Metrics
• Location and gender info
• Profile demographics, interests and “likes”
• Impressions, clicks, and more- all presented in tables
and graphs

29. o Customize your Facebook business page
o Custom features can set a fan page apart
o Allows for lead capture, enhancing online reputation,
streamline & reduce time costs
o Promote the page to your connections
o Use personal Facebook page, emails, phone calls, email
signature, etc
o Need to get 25 fans
o Post useful information on a consistent basis
o This can be once-a-day, or once-a-week. There is no set
formula
o “Sharing” other people’s content on Facebook is easy AND gets
you promoted to their connections.

31.  Micro-Blogging that supports your blogging
◦ 140 characters; share content, news and more
◦ Little words that go everywhere
 Blog/Facebook/LinkedIn & more
 Potentially Powerful!
◦ Twitter has the power to start movements and draw
massive attention to & from huge audiences
◦ Your content, if timely and well crafted, can reach many
and gain you “klout”

32. Micro-blogging in 140 words
or less
 Realtors are starting to realize benefits of
Twitter
◦ Tweet hot topics such as recent industry news
◦ Tweet area real estate developments
◦ Tweet your blog posts: seamless integration.
 Reach those you want and those who want to
hear what you have to say
 Hear what others are talking about
 Join the conversation!

33.  Twitter Etiquette
◦ Follow back… if you are interested. It’s quality not
quantity with followers and with tweets!
◦ Don’t take it too seriously and be nice
◦ Share ideas, links, news or information that your
followers will find interesting
◦ Thank those who “RT” your content! They’ll thank you
for doing the same. Leave room for them if you can

34. • Step1: Get to 100%
• Add Your Blog to LinkedIn
• WordPress App on your profile
helps drive traffic and show your
expertise.
• SEO tip:
◦ use the links in Additional
Information to highlight your
webpage and blog!

35.  Use hidden “Skills”
◦ Certifications, Skills, Languages, and more
 Use Search to find potential clients and business
partners
◦ Most effective ways to gain business value from Linkedin is
to find potential clients and business partners.
◦ Linkedin is the ultimate in search specificity, by company,
by geography, by name, by job title, etc.
 Give testimonials to get them
◦ Testimonials and recommendations are very helpful to have
on your profile.
◦ To get testimonials, use Linkedin to give them to people
you’ve worked with and who have done a great job for you.

36.  Join Groups
◦ Promote your expertise, blog content and skills to people
you already have something in common with!
◦ Alumni groups
◦ Athletic teams
◦ Professional or Industry groups
◦ Passions, hobbies & interests
◦ Use as discussion forum for specific interest groups.
◦ Be an active poster , try to answer questions and be helpful.
 Same is also true of the Linkedin Q&A section.
 Post sensible answers or pose sensible questions and you’ll
develop a reputation for knowing what you’re talking about.

37.  Showcase presentations & add video
• Video must be on YouTube for it to work;
adds a nice touch.
• Use Slideshare.net app

38. Managing the Online Conversation
Get involved efficiently & intelligently.

40. • Use both to succeed!
◦ Use Blog Content For E-Mail Marketing Campaigns.
• Constant Contact
• Mail Chimp
• Expand your e-mail list with blog subscribers.

41.  Video Blogging
• Our Industry is headed in this direction
• Lends itself perfectly to Real Estate, a “visual”
industry
• YouTube 2nd largest search engine on the
web
• Branding opportunity with a YouTube Channel
• Home and/or Neighborhood tours, customer
service, industry updates or just sharing cool
content!

42. • Share videos on Linkedin, thru Twitter, and on
Facebook
• Create a branded YouTube Channel
• Incorporate your videos where they’re most likely
to be seen and shared:
• Your Facebook Business Page