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Field Guide for Real Estate Marketing Online covers the basics of web design/SEO/social media
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More leads, more deals? Streamlined systems / processes Fancy new website? 1st page of Google? Implement transaction management Generate, Manage & Incubate more transaction
opportunities! Save time and get more efficient Convert more existing leads to open escrows? Improve my existing COI marketing? Improve my internet marketing?
What are you trying to accomplish?
Website/Landing Page(s)/Blog(s)
Attracts Traffic
Attracts Search Engines
Dumps leads into SMART Boss
Lead Manager
Manages leads & marketing
Notifies you of new lead activity
Website and lead reporting
Automated Marketing
Drip email/touch marketing
Lead incubation
Social profile with auto feed
What Should the Web Do for You?IDX SEARCH, LEAD GEERATION, CMS, AUTOMATED MARKETNG
PEOPLE YOU DO NOT KNOW
REFERRALS & REPEAT CLIENTS
FAMILY & FRIENDS
YOU
The center of influence theory: M A R K E T I N G S TA RT S W I T H T H E P E O P L E YO U K N O W.
99.9 %
88.1 %
57.1 %
13.6 %
Online Lead & Marketing SolutionMARKETS TO THE PEOPLE YOU KNOW AND TO THE PEOPLE YOU
DON’T
Lead Mgt
System(CMS)
WEBSITE
LANDING PAGE
BLOG & SOCIAL
DRIP EMAILS
The science of webpage design: C R E AT I N G A C O M F O RTA B L E & G U I D E D E X P E R I E N C E
Identify mission
critical parts of your site
IDX SearchCMA
Contact
Use call to action buttons
Graphical
Above Fold
Gain insight on customer
decision-making
Make the page
“Google” simple
Web
site
Desig
n C
om
pon
en
tsA
BO
VE
T
HE
F
OL
D D
ES
IGN
| C
AL
L T
O A
CT
ION
S
FE
AT
UR
ED
L
IST
ING
S | S
EO
A Website that is designed to convert: EVERY SITE OPTIMIZED FOR HIGH TRAFFIC CONVERSION, SCIENTIFIC DESIGN
A Website that Markets to Search Engines
RANK # I N G O O G LE W I T H H E LP FR O M YO U R I D X
Using MLS Data to boost and maintain your SERP via RSS
Blog your way to the top
Use social profiles with auto content to boost inbound links
The science of lead generation: MAKE YOUR VISITOR WANT TO REGISTER
The successive “yes” conversion
psychology
Make them say “yes” at least 5
times, making it harder for
them to say “no”
Guide the user through the
search experience
Guarantee search
results for a positive
experience
Ask for registration when they want to give
it
Ask for registration to see more
images, info or video
Generation: LEAD GENERAT ION PSYCHOLOGY
Generation: I T TA K E S 7 Y E S ’ T O C O N V E RT A N A N O N Y M O U S
V I S I T O R
Conversion: M A K E T H E V I S I T O R F E E L C O M F O RTA B L E
Conversion: A L LO W T H E V I S I T O R T O PA RT I C I PAT E I N T H E I R S E A RC H
Conversion: A L LO W V I S I T O R S T O N A R R O W T H E I R S E A RC H
G RA D U A L LY
Conversion: G I V E V I S I T O R S A S M U C H I N F O R M AT I O N A S P O S S I B L E
Conversion: A L LO W T H E M T O V I E W A N D C O M PA R E P R O P E RT I E S
Conversion: O N C E T H E Y F I N D H O M E S T H E Y LO V E , A S K F O R T H E L E A D
Conversion: G I V E T H E M I N C E N T I V E T O R E T U R N T O YO U R S I T E
Automatically incubate leads: TURNING CONTACTS INTO A CLIENT
Mobile Messaging
Immediate notification
of lead activity on
your website so
you can immediately
respond
Touch Marketing Campaigns
Drip Email Campaigns
Social Campaigns
Lead Activity Notification
Know the details of: listings & searches saved, favorite
listings, & return visits
Lead Incubation: CONSTANT AND CONSISTENT CONTACT
Drip Emails
Newsletters
Database Marketing
Automated Touch MarketingD R I P E M A I L S - N E W S L E T T E R S
The Results: HUGE LEAD GENERAT ION AND CONVERS ION
The Regular Agent
Laurie Manny,400+ leads/3mo
Multiple sites/blogs, excellent
SEO
The Power Agent
Greg Neuman,600+ leads/3mo
Multiple sites/blogs,
pay-per-click
The Power Team
Matt Battiata1400+ leads/3 mo
Multiple sites, pay-per-click
ULTIMATE AGENT profile Gregg Neuman: San Diego, CA
2012 Activity: (Jan – July 2012)
158 Transactions
Sales volume - $80,406,863
eMarketing Activity – Last 90 days
ULTIMATE AGENT secrets Import contacts into CRM Multiple websites and blogs + PPC
($2,100/mo PPC budget) drive in volume of traffic
Drip email prospects Herd prospects back to site and contact Forms Immediate follow-up system
Recommended IDX/CMS Systems: T U R N I N G C O N TA C T S I N T O A C L I E N T
Low Cost
Advanced Access
iHomeFinder
Wolfnet
Mid Cost
Diverse Solutions
Vision
Market Leader
IDXBroker
RealBird
High Cost
1parkplace
Tiger Lead
RE Webmasters
The Science of Metrics: I F YOU CAN ’T MEAS URE I T , YOU CAN ’T MANAGE I T
Track Your Web Traffic
Know which sites are
producing the best
quantity & quality leads
Track Your Leads
Know your lead results
over any period of
time
Track Yourself
Measure your
activities so you can manage
your success
Know where your traffic comes from geographically
Know what other sites give you traffic
Know which Search Engines are important to your site(s)
Know your visitor volume
Know your traffic patterns: MEAS URE AND MANAGE YOUR WEB PERFORMANCE
SocialThe Science of Social and How it Works
Social Sites
Small World Theory
After WWI, Europe began to rebuild itself. Social scientists recognized that understanding the optimal design of a city, its traffic flows and neighborhood dynamics became critical to effectively building city infrastructures.
Due to technological advances in communications and travel, friendship networks could grow larger and span greater distances. Essentially, the modern world is ‘shrinking’ due to this ever-increasing connectedness between human beings.
6 Degrees of Separation
A 2007 study by Microsoft examined a data set of instant messages composed of 30 billion conversations among 240 million people. They found the average path length among Microsoft Messenger users to be 6.6
Why Social?
The Dunbar Number
AKA “the theoretical cognitive limit to the number of people with whom one can maintain stable social relationships.”
That number is generally accepted to be around 150.
Basically what this means is that when you grow your personal social network beyond 150 people, you have a difficult time directly interacting with each of those 150+ people in a meaningful, stable inter-personal way.
Move this online and because technology allows us to communicate faster and easier, we can expand our natural Dunbar Number to over 1500.
Why Social?
FacebookTHE ULTIMATE GUIDE
Facebook’s Reach600 million users worldwide.
310 million unique visitors per month
88% of people are aware of Facebook.
40% follow a brand
51% of brand followers will purchase a brand they follow.
Facebook Profiles Create a home base on the web for individuals to express themselves and connect with others.
Facebook Pages Create a presence for a business, brand or non-profit on Facebook.
Facebook Groups Organize a group of people around a common issue or interest.
Facebook Ads Advertise your business and attract customers most likely to convert to a sale.
Facebook’s Marketing Channels
Multi media content sharing through activity and status
Network intelligence and connectivity through the home friend feed
Development of personal network and connections
Personal Profiles
Facebook Pages are indexed in search engines – increasing the likelihood of folks finding your organization through a Google search.
A Page can have multiple administrators. This lightens the workload of maintaining a page (groups also allow for multiple admins).
Analyze Traffic. Facebook Pages captures data on visitors. There are no limits to the number of fans you can have on a page.
Sending messages and updates to all your fans at once is quick and easy. And fans receiving those messages can easily forward the message OR post the message to their Facebook Wall
Pages can integrate conversion applications and IDX search as well as custom tabs
Public Fan Pages
Pages are indexed in search engines – increasing the likelihood of people finding your organization through a Google search.
A Page can have multiple administrators. This lightens the work of maintaining a page.
Analyze Traffic. Facebook Pages capture data on visitors.
There are no limits to the number of fans you can have on a page.
Sending messages & updates to all your fans at once is easy
Business Fan Pages
When your product will not sell online (i.e. real estate), use Facebook creatively (i.e. for Public Relations)
Curate interesting content on the wall
Use custom tabs to direct traffic from the page to conversion points on the website
Network across media pages as the page itself to drive traffic and interest form media sources back to the page.
Public Relations
Place Page integration lets you market by geography
Applications like iEndorse and Marketplace allow businesses to market and sell through the network
Email messaging fans allow businesses to incubate prospects into clients
Mobile apps let you connect immediately with leads and page visitors
SMB and Fan Pages
Facebook Groups can be created by anyone interested in promoting and organizing people around a specific interests or cause.
All members of a group have the ability to contribute content that appears on the Group’s wall – photos, videos, discussion threads.
Active participation: Because members of the group actively contribute content and participate in informal but meaningful discussions, they are more likely to keep coming back.
Groups come in three flavors: Open (anyone can join), Closed (group admin approves requests to join) and Secret (Only members and those invited know that the group exists)
Groups
The Group name should make people want to join. Which name would make you join: “ Let’s talk to Coca Cola about saving the World’s children” or “ColaLife“?
Invite your raving fans to start a discussion on the group (you know who these people are, right?). They’ll feel a sense of pride and will likely invite new people to join the group.
Groups
• Upload photos and videos – encourage members to post these to their profile so that their friends can easily join the group.
Pages vs Groups
Use contests, polls and reveal tabs (reward fans for taking action) on landing pages to improve action by visitors
Split Test – try different text, images & targeting
Set a click through threshold (goal acquire fans at $.25 per fan)
Use CPM (cost per thousand impressions) to test ads
Monitor you analytics closely – check performance at different times
Calculate cost per fan
Bid high to get ads approved faster
Ads
TwitterTHE ULTIMATE GUIDE
31 percent of 18 to 24-year-olds have a Twitter account.
Suburban and urban residents are more likely to use Twitter than those in rural areas.
28 percent of all African Americans online have a Twitter account, with 13 percent using it daily.
Women have a slightly higher Twitter presence than men in this study, with 53 percent of users being female.
How to Use it for Real Estate
Automate with paper.li and RSS2Twitter (use custom google news search feeds/blog posts and other social stats updates to auto update your Twitter account)
Broadcast relevant and viral info 80% of the time and interact 20% of the time (@reply to followers or retweet influencers)
FOLLOW influencers in real estate/finance and even celebrities locally, nationally and gloablly. Follow back your followers. Use KLOUT to find influencers and people to follow.
Full complete your profile and brand your background. Make sure your website is linked to the profile, your background is about yoru brand and your profile image is a pic of YOUR FACE! People like to interact with PEOPLE not brands in the real estate industry
How to Use it for Real Estate
Twitter- The social network itself, the entity, Twitter.com Twit (aka Twitterer)- Someone who tweets. Tweet (aka Twittering) – The act of replying to Twitter’s question, “What are
you doing?” in the form of a post. Tweets – Posts made on Twitter. Tweet It Forward “TIF”- Tweet to help, share or promote another
unsuspecting Twit. Twittosphere/Twitterverse- Community of Twits (Twitter members). Twitterstream- The Twitter timeline (friends or public). TweetUp- When twits go offline and meet up in person. TweetIn- When a group of Twits agree to Twitter at the same time. Tweeple- People who use Twitter. Retweet(ing) or RT- Repeating your own or someone else’s tweet. DM- Direct message. Sending a private message by DM will not appear in
the public timeline. @ “reply”- Reply to a Twit by typing the @ symbol before their Twitter
handle. (ex: @rebloggirl).
Common Terms
Text- Share what you are actually doing...that moment or about to do. Images- Share pictures you take or find interesting. Share open houses, brokers tours, thankful clients (w/permission), etc. Try Snaptweet, Instagram TwitPic, or I prefer the Gyazickr app (which also posts to Flickr) on my iPhone.
Videos- Share your own videos or favorites from other networks like YouTube, Vimeo, Viddler, UStream, BubbleTweet, Tweetube, etc. Virtual tours, client testimonials, and even wacky birthday greetings can inspire your tweeple!
Blog Post Updates- You can auto update your real estate blog posts to Twitter by installing the Twitter Updater Plugin on your blog. Or just share as you go.
Witty Joke or Comment- If you come across a funny sign or just interesting thought, jot it down and share later on Twitter.
Helpful Industry Resources- Scan your RSS reader and/or social bookmarking sites, or favorite industry blogs for helpful tips and advice or cool tools. Share links to them! Consider sharing market updates, neighborhood comparables, or other local info.
Inspirational Quotes- Have a favorite author or poet, share an occasional quote...it’s even better when you can relate it to a current event.
Announcements /Events- Share information about an event your company is hosting, holiday food drives, and/or other news. OR be the local expert sharing real estate tips for your market, as well as local event and business information. Check out TwtVite for creating local tweetups an sending an invite.
Ask Questions- That pertain to business or personal. Try creating a poll especially for Twitter at Polldaddy or TwtPoll. Music- Check out Blip.fm to share your favorite tunes or make dedications. You can send your blip directly to Twitter.
Coupons- Offer local twits a coupon for a free market analysis, or better yet, something fun and locally inspired like tickets to a local festival (ex: Wine & Cheese, Harvest, Pumpkin Patch, etc.) Bring your local community together...and they won’t forget you! Use TwtQpon to create your own exclusive offer!
Tweets, Replies, Retweets & Direct Messages
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