6 Steps To Great Real Estate Branding in

Today’s Market

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What Does Today’s Market Look Like?• 60% of agents prospect for leads daily, with 26% devoting several

hours a day to prospecting. Sound familiar? • But are we spending those prospecting hours in the right place?• Consider what you’re seeing each and every day

Couple’s on cell phones at dinner Mom’s on tablets in grocery stores Seniors spending hours on P.C’s researching the best deals Maybe even you, Google’ing everything and anything (I know I do)

What Does Today’s Market Look Like?• The use of the internet and mobile devices has changed the way

people get information.• There is no doubt that is how people are finding listings, agents and

brokers. • Real estate lead generation and lead management has evolved• Buyers and sellers have access to more information at their fingertips

than ever before

Step 1 = Know where you target is finding you• NAR and Google Teamed up for an in-depth report on Home Buyer’s

in 2012• These statistics continue to climb (mobile nearly 400% year over year)

Know where your target is finding you• Regardless of how the process ends, a vast majority of Real Estate

transactions are beginning On-Line for buyers and sellers• You must have effective ways to get their attention on-line• A few must haves:

A modern website Great Photos and Videos of your Listings Good SEO Optimization A Good Bio across all Social Media and On-line sites with easy to find contact information Expert Content

Know where your targets are finding you• Once your target finds you and trusts what they find, they will act quickly• It is an instant gratification world (the “information age”)• However your lead is captured:

Squeeze Pages on your listings Generic Search Engine Lead (organic) Yard Sign Zillow/Trulia• Do Not Wait – to reach out• According to an MIT study, you’re 100 times more likely to reach a lead calling

within five minutes versus 30 minutes.• Make sure you’re calling immediately, following up via e-mail and setting up an in-

person meeting as soon as possible.(even if you are calling to set a time to call back)

Step 2 – Make sure your technology is as Savy as your buyers and sellers• Over 50% of Listing Website page views occur on Mobile Devices• Your Desk Top friendly website or listing sites are not enough any

longer• If half of the traffic to your site leaves immediately because it does

not look right on the device they are using, you are loosing half of your potential leads

Make sure your technology is as Savy as your buyers and sellers• Convert your site to a “Responsive” design to mold with your leads

needs• You want to provide a seamless experience regardless of the device

being used• Most plug and play websites are simple to convert to a “Responsive”

design (contact your domain manager or call me, I may be able to help)

Make sure your technology is as Savy as your buyers and sellers• Your sites load time can also be a factor in today’s market• Search results render a lot of options• If one does not work timely or correctly, people will simply move to

the next option• Other factors to consider:

Design Layout (pleasing to the eye) Easy to Navigate (number 1 factor in time spent on your site) Highlight the most important Pages (your listings, or why sell with me)

Step 3 – Give away Expert Content

• 78% of consumers prefer getting to know a company through articles instead of ads.• Content marketing generates three times as many leads per dollar as

traditional marketing.• That’s because content is trusted 62% more than ad copy• Leads who are engaged through content spend at higher levels• Those who feel brands engage with them directly respond better to

sales situations• Creating strong content that gets people excited takes creativity and

work

Give away Expert Content

• Spend some of that valuable prospecting time crafting creative content that will engage leads naturally.• Make sure you have these factors in mind:

Who is your actual target? What is most important to them? How does your expertise benefit them?

Give away Expert Content

• Deliver your “content” every where you can Blog Post Website Update Social Media Post• The most effective form of Content Marketing is Video• Deliver the same expert information in a video• Video gives the audience a chance to know you before they meet you• Differentiates you from the crowd

Step 4 – Be Consistent

• 95% of online leads convert between the 2nd and 12th contact attempt.• Most Real Estate Agents have been unsuccessful with On-Line leads

because of a lack of true Follow Up Plan• There are hundreds of reasons why a lead may not convert right a

way, but proper nurturing and follow up can increase conversion rates drastically

Be Consistent

• Consistent e-mails and even phone calls are great…..If you are providing value every time• Use a tracking tool to keep track of your leads and where they are in

the sales process• Make sure your calls and emails make sense for where they are• If you don’t have a CRM system use Excell and make your own

Be Consistent

• Take the time and invest in setting up a way to track your leads, this simple (yes time consuming) activity can be the single most important thing you do in your business• Use a Calendar to schedule lead nurturing and follow up• Always have Call’s To Action in your follow up

Call me with any questions on buying your first home If you have any questions about selling your home, call me Call me to set up a time to tour the home• Be consistent –

Consistency creates Credibility Credibility creates Trust Trust creates Clients

Step 5 – SEO for Local Search

• 84% of Real Estate related searches are made with “local” terms• The days of searching “homes for sale” are far behind us• Internet users know that searches can produce millions of results • Localizing a search can narrow down those results to the most

relevant to them• Your leads are searching right now….your website SEO may not match

what they are searching for

SEO for Local Search

• What are your buyers and sellers searching for?• Use the right “long-tail” keywords in your content and video titles

Homes for sale in YOUR CITY 3 Bedroom home for sale in SPECIFIC NEIGHBORHOOD Selling my house in YOUR METRO AREA• Use Google Analytics to determine which long tail keywords are

performing best

Step 6 – Be ready for Action

• Nearly 50% of Listing sites visited on mobile devices were to get directions to the listing• Buyers and sellers are taking matters into their own hands• Good SEO and Good content will get them to your site, and even get

them to stay, but you must consider the extra’s to get them to take action• Testimonials go a long way in creating trust

Written Testimonials Video testimonials Links to review sites like Yelp

Be ready for Action

• When a lead see’s what they like, they will move quickly Go see the listing Call you• This does not mean it is a done deal, so far you are a tab on their

computer or mobile device• They can just as easily contact another agent• Be swift in following up and be consistent in subsequent follow ups

• You can’t deny that as more and more generations rely on the Internet for their everyday life, they will use it more for their real estate needs.• Instead of putting a large chunk of your days trying to generate more

leads the old fashion way• Attract online leads where they are • Then Nurture those leads with a Great Follow Up Plan

6 Steps to Great Real Estate Branding for Today’s Market

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