Full day course for real estate agents in WA on how to use the internet for marketing

2. REIWA Learning, May 2010Charlie Gunningham

3. INTROs- Me- Flavour- Order- Objectives

4. TIMING9-10.45am: History, Effects, DBs and CRMs, 11-1.15pm: web sites, revenue, traffic, 2-3pm: SEM, SEO, portals, sites3.15-4.30pm: social media, conclusion ** Leave with an Internet Marketing Plan! **

5. Charlie Your name please!

6. Who are you?!Sales Reps/PAs?Sales Admin?Property Managers?Executive/Licensees/Principals?

7. OBJECTIVES3 things you want to get out of today?

8. CAR PARKthings that may have to be handled later

9. HISTORY

10. ARPANET, 1968

12. Let John Heileman explain… _ ‘Discovery Science’ Channel doco

14. Net EFFECTS 1. How many of you have purchased something online in the last 6 months? 2. Do you normally search online, 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? 6. What % of your property enquiries come from the Net?

15. Net EFFECTS

17. Architecture

18. Architecture

19. Intranet/Extranet

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

21. Ad Spend in Australia - 09/10*1. Takeaway Food …..….$3343m 2. Real Estate Agents ……...$1563m3. Auto Industry ……….$997m4. Banks ……….$966m5. Supermarkets ……….$774mSource: IBIS World Research, July 2009

22. 55% of enquiry from online adsReal Estate Agents AD Spend ...$1563m- of which, online ad spend …$240mnyou could argue for 50:50 split (print/online) - so offline ad spend …$240mn which implies $1bn is wasted?!

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

24. CRM/DatabaseCustomer Relationship Management (CRM) consists of the processes a company uses to track and organizeits contacts with its current and prospective customers. - info about customers and customer interactions, stored and accessed- typical CRM goals are to improve services provided to customers, and to use customer contact information for targeted marketing. (Wikipedia.org)

25. 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

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

27. PROBLEMS!- suspicious reps- only fraction of system gets used- becoming a data entry monkey- huge learning curve for new system- ‘it never works’ -> start again- ‘it’s a waste of time!!!!’

28. Off the Shelf

29. My Desktop – market leaderWA –based, Commerce Australia (75% owned Fairfax)Scott Wulff, est mid 1990s- various types of logins, - all inclusive price, - we can build sites directly off it; they have feeds out, SMS, full CRM- market leader- based in Perth- Scott and Adam and the people there are friendly- regular training providedhttp://www.desktop.com.au/1200 agencies in Aus

30. PORT PLUSMelbourne, independentEddie Lynch, est. 2000- used by some franchises, 1st National- #2 position nationally- making inroads into WA- not owned by a large media company- do web design in-house as well (a bit “samey”?)- based in Melbourne; not everyone loves them!- http://www.portplus.com.au/

31. HubOnlineset up by 2 independents, bought by realestate.com.au- was market leader, now #3- has gone downhill since REA bought them?- founders have left- buy in modules- based in Melbournehttp://www.hubonline.com.au/real-estate-software/

32. Boom CRM (Box n Dice)Travis Williams’ system, est 2005- ex real estate agent- used to be intranet (only in office)- easy green/yellow/red traffic light system- excellent graphics, clear and concise- no inroads yet in WA?http://www.boomcrm.com.au

33. MultiArraylarge system, expensive / on servers (real estate manager, property manager, strata manager)est 1987 - George Sih, Sydney based- large system, not for faint hearted- good for multi-offices?- starting to make inroads in WAwww.multiarray.com

34. iWonPeter Gilchrist (New Zealand)- agency coach- sales and managt software- if using Peter’s system, then worth looking at- not based here, remote?http://www.iwondata.com.au

35. Consoleest. 1993- Australia & New Zealand- no one on ground in WA (yet?)- incl property managt, trust acc’g & CRM = “Gateway Live”- 3000 reps use it in Aus and NZ (# offices?)- was being marketed in WA heavily a few years ago, has waxed and waned a bit…? But some still swear by itfor more >> www.console.com.au

36. iPropertybased in North Melbourne- gained a following quite quickly- simple CRM, not v advanced “ a basic system, which has become popular in Melbourne ”http://www.iproperty.com.au

37. Real Estate in a Boxaussiehome.com’s test system- web-based, linked to aussiehome.com properties/ agents- based on ‘trail’ system, action plans and activities- office sets it up for reps to follow “ Brand new, being developed, some agencies testing it ”http://www.reiab.com

38. Complete DataLee Woodward’s system- desktop based, some web inputting- can buy individually, per seat ($750)- can take it with you (when you leave)- controls your life?! “ Maybe the most complete system? very time consuming, not for the fearless. The ultimate if you can handle it? ”http://www.completedata.com.au

39. Market Managerset up by Brian & Eva Oldfield, bought by REIWA- desktop based? Web based to a degree- auto import of REIWA data- some CRM capability, letters, prospecting. Training“ Some of us know Brian; likeable guy; maybe put too much in it, got too complex? for sales data it beats everything through the REIWA connection “

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

41. eNewsletters(1st step???)_ client database_ easy to edit templates_ flick the switch, off they go_ news, events, stats, advice_ no print cost, collect emails REIWA Property Management Breakfast, 16th July 2009 Slide 40

42. ” “ Beware the patient who has not been in hospital for 50 years and complains they are not feeling well… there is something wrong with them ”

43. Great things happen slowly- the frog in the water being heated up- climate change- ageing process- paint dry…

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

45. 90% of sites are still brochure sites- 1 way, (“static”)- no interaction- not grabbing emails (#1 goal)- flash, html, no updated, not SEO’d

46. “Dynamic” sites- powered by database- update DB, updates site- CMS to update rest- interactive- social- local- mobile

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

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

49. XML- databases talking to each other- very complex, prone to error- continual maintenance by provider- very important - talks to your CRM - updates all sites in one go

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

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

52. < lunch >DONE! History, Effects, DBs and CRMs, DONE! Your web site, revenue, NEXT! Traffic to sites, SEO, SEM, portals3.15-4.30pm: social media, conclusion

53. The eternal questions – HOW to build traffic? WHY SHOULD WE KNOW? What to measure?1. Know thyself (measure it)2. Google Analytics3. Smarter Stats4. Nielsen/Hitwise5. Alexa.com >> demos

54. MeasuringTraffic1. Hit? << NO!2. PageView3. Visitor Session4. Unique Visitor/Browser5. Time per visit6. Bounce Rate7. Repeat Visitors

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

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

57. 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

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

60. REIWA Property Management Breakfast, 16th July 2009 Slide 59

61. Just a few case examples…_ “broome real estate” hutchrealstate.com.au_ “northbridge apartments for sale” limnios.com _ “subiaco real estate” paxtonhoad.com.au

66. Search Engine Marketing (SEM)- beyond SEO, what else can you do?1. Google Adwords2. Facebook Ads- CPM = cost per thousand impressions - CPC = cost per click- CTR = click through rate

67. How much to get 27mn+ views of an ad?(and only pay if they see and act on it)- Facebook: < A$4,000 (over a year)- Local paper: A$200,000++?

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

69. GOOGLE Real Estate_ July 6th, 2009, 3pm_ new way of being found_ aussiehome, REIWA, upload for you_ your web sites can also be uploaded_ REA and domain are not (yet?ever?)

71. Go to Google Maps, enter “subiaco real estate”

72. http://maps.google.com.au/realestate

73. GOOGLE Real Estate_ get yourself on there (YOUR URL)_ future: your web site + google?_ makes your site most important_ is there any danger here? Not for you, but YES for large real estate portal biz models

74. MOBILE_ Last year, it didn’t figure_ now = 10%+ traffic (30% w’ends) _ by 2013, mobile web > PC web_ 140,000 iPhone apps_ App Store: 2bn downloads_ Gen X (28-45) buy 60% homes, their PC is their mobile

75. MOBILE_ mobile builds brand, trust, pride _ iPhone apps “cool + Sexy”_ it’s how you promote it_ it’s only a 2 year old market * weekends – h/opens – mobile *

76. MOBILE1. Your site on mobile 2. Mobile apps* we already do mobile sites * & offering apps soon

77. Sherry Chris, CEO, Better Homes & Gardens Real Estate

78. http://link.brightcove.com/services/player/bcpid25681338001?bctid=45945430001

79. MOBILE- most sites do not look good - only 5 apps in Australia- @ what cost?? (I hear you scream)

80. MOBILE< recent BLOG onBusiness2.com.au

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

83. SOCIAL MEDIA – defined Social media refers to web sites whose information comes from its USERS. http://www.youtube.com/watch?v=pg4C2wayqCo- incl blogs, youtube, facebook, twitter, flickr, slideshare, foursquare, …

84. Chad Hurley, Cofounder, Youtube.com

85. Mark Zuckerberg, Founder, Facebook

86. Biz Stone, Founder, Twitter.com

87. 1994 Age ofSurf 1998 Age ofSearch NOW Age ofSocial (media) FUTURE Age ofSemantic Web

88. “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

89. At its most basic, you could (should) be…BLOGGINGon FACEBOOKon TWITTER

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

91. 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

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

93. 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?

94. 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?

95. Blogs are fantastic for SEO!

97. Mark Anderson’s << BLOG

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

99. SOCIAL MEDIA in Aus _ Facebook: 6mn visitors (+95% p.a.)_ MySpace: 3.5mn (only +5%)_ Twitter: 800,000 (up from 13,000)_ 70%+ net users visited social netwks (+29%)_ social media/ blogs more pop than personal email 10% of ALL time on Internet = on social media

100. Cont…_ 64% marketers spend 5hrs+/week_ It took radio 38 yrs, TV 13 yrs, Internet 4 yrs… to reach 50mn users … it took Facebook 9 mths to get 100mn!Source: 17 Aug 09 eConsultancy.com

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

102. Do your own FACEBOOK Page free ‘n’ easy to set up people find you you’re in control 550,000 in Perth more > 40 than < 20 500/day in Perth join

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

104. 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

105. Linda Davis, real estate selling agent, Ledyard, CT

106. Ledyard, CT community page (a landing Page) We could feed In your listings too!

107. Linda Davis, Ledyard, CTMY GOAL - top sales person * concentrate on one area * personal, be YOU, persist, don’t YELL!* yes, YOU DO HAVE TIME – prioritise* have RULES, build relationships Don’t be “that guy” that abuses it!

108. FacebookiPhoneApp >

109. FREE FACEBOOK Business Page e-Book by Peter Fletcher TheRealEstateMarketingMaven.com

110. 3. Post your own FACEBOOK Ads Direct + targetted Set a budget Easy to set up, edit, cancel + monitor 20mn+ views ($2900)

111. FACEBOOK Policy Addictive Time Wasting Haven’t got time! You need a policy, and stick to it Have a reason, WIIFT, part of marketing

112. 4. TWITTER! (your own + company) 100,000+ in Perth Growing fast Very easy to update ‘micro-blogging’ Word out, top of mind

113. TWITTER- “Twitter for real estate Twits!” (free ebook)http://issuu.com/nerang/docs/twitter_for_real_estate_twits

114. 5. Upload movies to Obama did 1,678 87 mn views Av age 45-55 yrs tag ‘perth real estate’ Own TV channel!

115. 6. LINKEDIN.COM Facebook for grown ups? Professionals Worth having a profile Online CV 40 million members +

116. 7. Foursquare(iPhone App) > www.foursquare.com

119. Real Estate applications?_ download the app, link to FB and twitter_ add your own business_ check in, and leave tips_ tell others about it_ check in @ home opens_ ask people for reviews (tips)

120. LOCAL< recent BLOG onBusiness2.com.au

121. It’s no longer the 4Ps of marketing(price, promotion, product, place)It’s the 3 i’s ...“Getting the right information to the right eyes at the right instant”

122. 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

123. TV show dedicated to using social media in real estate Aussiehome.com TV Episode 9

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

125. Best Blog for social media and how to use it in real estate Therealestatemarketingmaven.com

126. Altitude’s Facebook Page Search ‘Altitude’ in FB’s search box 5500+ fans! = real online community

127. Rob Ham’s Twitter page Twitter.com/rob_ham 2000+ followers, well organised page

128. OK, almost done!- empty the car park- check objectives- MY INTERNET MARKETING PLAN

129. MY INTERNET MARKETING PLANCRMWeb Site – needs… enewsletters, interaction, SEO, traffic… how? Who?SEO phrasesare (80 characs), test, which? techniquesSEM – Facebook, Google Adwords, budgetSites – what others? Google RE? direct uploadSocial Media – Blog, Facebook Biz Page, FB ads, Twitter account, 4Square…Who’s going to do this? What’s the strategy/policy?

130. The Ultimate Internet Marketing System?

131. THANK YOU! please fill in FEEDBACK FORMS Email me for these slides…and any help charlie@aussiehome.com or charlie@reiwa.com.au 0411 092 669 twitter.com/aussiehome facebook.com/aussiehome