Millennium Marketing - NW Montana Association of REALTORS - February 1, 2013

Millennium Marketing

Maura NeillABR, CRS, CDPE, e-PRO, REALTOR®

about.me/mauraneill

On Twitter?

Tweet live during this class!

@MauraNeill

Word of Mouth Marketing

is the most powerful form of marketing there is.

Technology

magnifies it

Business has shifted.

How do you market in the virtual world?

Business Cards

Web 1.0

Email and Static Websites

Print: Direct mail, signs, business cards

New Media

Blogs, Video, Photos, Local Content

Agents Reviews, Facebook, Social Media, Google

Searches

You spend less time convertingprospects to clients when you

already have people who:• Know you

• Like you

• Trust you

What We’ll Cover

Getting your Site found

Online Hub and Spokes

Social Media Management

Internet and the Code

Look for ideas, concepts, techniques for which you see an immediate use back at the office

Research the ConsumerThe more you know about them, the easier it

is to create service strategies online.

http://www.youtube.com/watch?v=W-LA9JPIsLo

http://www.inman.com/video/connect/2008/07/28/connect-sf2008-how-next-generation-consuming-media

Realtor.org

Profile of Home Buyers and Sellers

____ Typical age of home buyers

____ Typical age of home sellers

____ % of buyers – single females

____ % of buyers – married couples

____ % of all buyers were FTHB

____ % HB who found photos useful

____ % buyers who would use agent again

____ % of buyers who searched online

42







____ % HB who found photos useful



42

53







____ % of buyers who found photos useful



42

53

16




____ % of recent buyers – single females






42

53

16

65










42

53

16

65

39










42

53

16

65

39

84










42

53

16

65

39

84

84










42

53

16

65

39

90

84

84

Getting Your Site Found

Who is your Consumer?

On Page and Off Page SEO

Hub and Spokes

Develop an Online Strategy

• Building Brand• Building Links• Creating Buzz• Creating Traffic• Creating SM

presence• Lead Generation?

“I Have No Time For…”

• Social media• Blogging• Photos • Videos• Email marketing• Anything more than I already do!

Rule of Thirdsfrom Chris Brogan

NewProspecting

Executing on Prospecting

Servicing Your

Accounts

Photo credit: “3 fire buckets” by Hadleywal on Flickr.com

“I Have No Time For…”

• Social media• Blogging• Photos • Videos• Email marketing• Anything more than I already do!

BY THE NUMBERS

What Do These Numbers Mean To You?

7591687760


7591687760

% of time spent on “social” Internet


7591687760

% of time spent on “social” Internet% of homebuyers start search online


759168

7760

% of time spent on “social” Internet% of homebuyers start search online% of consumers using mobile apps in real estate search


759168

7760

% of time spent on “social” Internet% of homebuyers start search online% of consumers using mobile apps in real estate search% of public using mobile at home


759168

7760

% of time spent on “social” Internet% of homebuyers start search online% of consumers using mobile apps in real estate search% of public using mobile at home

million people looked for real estate on the top 5 RE sites in 2012


25


25% of consumers who complete an action on a real estate site the same day they start searching

You cannot have a marketing plan that does not include

the Internet.

BACK TO BASICS

What is a Brand?

• It’s who you are.• It’s what sets you apart.• It’s what your clients think of when

they think of you.

• It’s the story you tell with your marketing.

Are You the Same Online and Offline?

YOU are Your Brand

Do You Have a Logo?

Get a Professional Logo...(that doesn’t look) Cheap

Are You Using Your Photo?

• Does it look like you? (in other words, is it current?)

• Is it professional?• Is it friendly? accessible?

relatable?• Is it prop-free?• Does it appeal to your target

audience?

Consistency is Key

• Logo• Colors • Recognizable photo• Voice• Niche• Message• Passion

Get To Know Your Consumer:The more you know about them, the

easier it is to create service strategies online.

http://www.youtube.com/watch?v=W-LA9JPIsLo

http://www.inman.com/video/connect/2008/07/28/connect-sf2008-how-next-generation-consuming-media

MARKETING ANALYSIS

Who are you trying to reach?What do you know about this group?Is there one message or many for them?

Getting Your Site Found

Target Market Demographics• With whom do you work? With whom do you want to work?

• What information do they need? What interests them?

• What do you want to share with them?

• What problems can you solve for them?

Defining Your Audience & Yourself

• How do you define the market you serve? Is it geographic? Ethnic? By gender or age? By neighborhood?

• Do you deal in specific types of properties?

• What sets you apart from others in your field? How do you distinguish yourself from your competitors?

YOUR ONLINE MARKETING HUB

Why a Hub?

You can’t sell a home on Linkedin, Facebook, Twitter,

Pinterest, or Youtube…

…but you can send them somewhere they can.

That is the Power of the Hub and Spokes

Website = Central Focus

Website and/or

Blog

Facebook Personal

Facebook Business

Page

Linked In

Direct Mail and Other YouTube

Email/Enewsletters

Twitter

• Website• Blog

– Wordpress– Dakno (dakno.com)

• Facebook Profile and/or Business Page

• Business Card Site– About.me– Google.com/profile– LinkedIn.com

Website Implementation

Website Features

• Search for all local marketplace inventory

• View multiple photos and videos for listings

• Contact an agent, broker or mortgage professional

• Learn “basic” information about the real estate process

Don’t Forget:

• View multiple photos and videos for listings

• “Contact Me” page• Help finding lenders & other

service providers• Learn “basic” information about

the real estate process • Information about YOU

How do you address the needs of the consumer?

• Integrity of your company (think testimonials)

• Knowledge of the process (think learning)

• Responsiveness to inquiries(think instant)

• Knowledge of the market (think visuals)

To Blog or Not To Blog:Is There Really Any Question?

If you haven’t yet started blogging for your business…

WHY NOT?

Blogging Platforms

Think of a Wordpress site as a container – that is open to all types of content.

Website = Static

Blog = Dynamic61

Already Have a Website?

• Add to your website as

Yourwebsite.com/Blog– Adds to Search Engine Optimization– Create a consumer interaction point

Blogging:Buzzword or Business

Booster?

Photo credit: “BusinessWeek cover” by moxliukas on Flickr.com

Benefits of Blogging

Photo credit: “Audience” by thinkmedialabs on Flickr.com


Photo credit: “Buy Fresh, Buy Local (lomo)” by stevegarfield on Flickr.com



Photo credit: “Bullhorn” by carolbrowne on Flickr.com

What Should I Blog?Content is King

Local Market Stats

Photo credit: “Central Scottdale [sic] Real Estate Market” by athomeinscottsdale on Flickr.com

Local Dining

Local News

Local Events & Things To Do

Buyer and Seller Tips

DIY Home Tips

Photos and Videos

YOU!

Photo credit: “Who Are You?” by adewale_oshineye on Flickr.com

Guest Bloggers

• Partner with other local experts in related fields

• Student interns (also great for photography + video blogs)

• Realtors in similar (but not competing) markets – link-backs!

Keys to Blogging Success

• Put a (written) plan in place• Keep a running topics list /

notebook• Know your target audience• Write ahead• Identify guest bloggers• Be creative• Keep it fun – for you & your readers• Stay consistent

Blog Sharing –Already On My Site = SEO Gold

Go Mobile

Wordpress Users:Responsive Design

Mobile devices will become the most popular way to access the internet, which is why responsive WordPress themes are in high-demand.

Responsive designs share common elements:• Content is the same no matter the device’s screen

size (WordPress posts and pages)• Style, coloring, branding, etc. are the same or

substantially similar across devices (logos, images, color palettes)

• Layout adapts to the screen’s size, with optionally specified minimum and/or maximum widths

Source: http://http://wpmu.org/wordpress-responsive-design

Responsive Design

Responsive DesignMaking Your Site Mobile

Responsive Design

iPhone

iPad

Chat . . . Text Messaging

ON PAGE AND OFF PAGE SEO

SEO is...

• The process of improving your website’s ranking in search engine results

• Spiders crawl your site and determine your ranking based on the search engine’s (Google, Yahoo, etc.) a complex algorithm that takes a variety of information

5 Key Items That Will Help Your SEO

• Domain Name • Domain Age • (New) Content On Your Site • Page Title• Page URL

5 Key Items That Will Help Your SEO

HTTP://WWW.GOOGLE.COM/ANALYTICS/

www.googlekeywordtool.com/

Tools

• www.googlekeywordtool.com

• marketing.grader.com

• www.google.com/analytics

SEO Tactics to Apply

• Install Google Analytics on your website to establish baseline data on traffic

• Create a keyword hit list based on relevance

• Adjust your page title to include important keywords

• Infuse keywords strategically on site• Build links via directories and industry

orgs

Social Media

Website = Central Focus

Website and/or

Blog

Facebook Personal

Facebook Business

Page

Linked In

Mail and Other YouTube

Email/Enewsletters

Twitter

(C) by Kim | NewMediaCoffeeTalk.com | Don't Steal;Just Ask

You can’t be everywhere …

WHERE DO YOU NEED TO BE?

Establishing your presence

Where Are You?

Where Are YourPotential Clients?

Profiles Need Consistency

• Bio • Company & contact information

up-to-date• Photo

• Are you always the same you?• Are you in compliance?

FOCUSING ON YOUR LOCALS

Balance it all by

“Always have something to sell, but don’t always be

selling.”

~ Chris Brogan

• Basic systems in place to keep fans engaged.– Fill in the blank Friday– Photo Friday– Update on stats– Pick your palace A and B– Questions– Quotes– Weekend Update

What to Post

Encourage Call to Action

Ask Questions

Ask Questions

Fill in the Blank

Ask Questions

Don’t Forget Your Raving Fans

Community – FB Group

Don’t Want a Biz Page?Find Your Facebook Niche

Finding Your Facebook NicheBobbi Howe’s Saturday Morning Runners

Branded Facebook Business Page

Have Less Than 100 Fans?

• Don’t be discouraged• People are LURKERS• 90% who read your comment will

not– Like– Engage– Share

Use Action Words to Encourage Engagement

Harvesting the Information at Your Fingertips

Letting Facebook Do the Work For You

From Raziel Ungar ~ Burlingame, CA• Clients’ hobbies, interests• What you see on Facebook + how

well you’ve gotten to know them• Sharing articles, books, points of

interest• An excuse to get in touch

Harvesting Facebook for Client Information

Birthdays & Anniversaries

Harvesting Facebook for Client Information

Facebook gathers useful info for you!

Timeline-style page (above); old page style (right)

Facebook Graph Search

Facebook: Your Blog’s Best Friend

Add the “Like” button to your website to link your Facebook Business Page to your site:

http://goo.gl/aZbXf

Integrate your page with your website: links to blog posts, website pages, etc.

http://goo.gl/aZbXf

http://goo.gl/aZbXf

http://goo.gl/aZbXf

Twitter

Tweet Along With Me

• Listening – who’s talking about what?

• Conversation – jump right in• Twitter search – key words for your

area and niche market• Local love – who’s on? who’s

talking? who’s influencing?

Twitter Basics

• Who should you follow?• How do you get followers?• What should you be tweeting?• What is a hashtag?• How can Twitter be useful?

Google+

Are You on G+ Yet?

• The new kid – who’s using?• Google owns #1 and #2 search

engine – Google + YouTube• Public posts are indexed (unlike on

Facebook) SEO Gold!• Hangouts!

Google+ Public Posts

Make your posts public

Hootsuite

• Manage Facebook, Twitter, G+, Foursquare, LinkedIn, Wordpress, MySpace – all from one dashboard

• Schedule tweets & updates• Save time

Hootsuite

Blog Share – Social Sharing

Email Marketing:Permission, Not Forgiveness

Just because you have my email address does not mean you have my permission to add me to your email

list.

Can Spam Act: A Compliance Guide for Businesses - http://goo.gl/SQhHL

http://goo.gl/SQhHL

http://goo.gl/SQhHL

Email Marketing

• An opt-in is much more valuable than an apathetic past client

• An opt-out can hurt you• Produce quality content and

subscribers will come to you• Create a plan• Be focused with your content

EmailStationery.com• Branded every email:

– Email signature - $109– Email stationery - $229– Signature + stationery - $289– Complete package - $395 (includes

email postcard + thank you card)

My Favorite Email Platforms

• Mailchimp.com – FREE for up to 2,000 subscribers, fewer than 12,000 emails/month

• Cocodot.com – unlimited FREE digital e-cards & invitations – like E-vite but better! (or print for a small price)

FREE!

V

Following the Rules:The Code of Ethics & Standards of

Practice and Fair Housing in the Online World

“Anytime we interact in social environments online we are still

obligated by these laws and regulations.”

Writing, marketing in a Web 2.0 world needs to follow the same guidelines you use in

print advertising.

• Facebook• Twitter• LinkedIn Groups• Blogs• Trulia Voices

• Zillow• YouTube• Anywhere you’re

posting – anywhere.

Where can You get into trouble?

Potential Fair Housing Violations

• When creating a blog post or updating your Facebook page or profile, don’t describe a neighborhood in terms of ethnicity, sexual orientation or other protected classes.

• Be cautious in answering inappropriate questions on social networks like Trulia, Zillow, Twitter or Facebook.

Potential Fair Housing Violations

• Don’t answer questions about crime in a neighborhood

• Don’t write a blog post about a great family neighborhood

Social Media LandminesFor You

• Always make sure that your company name and professional status are apparent on every electronic communication you make.

• Be careful about posting information about your meetings with clients or other real estate professionals.

• Don’t complain, brag, or even talk about your client’s reactions to property.

Social Media Landminesfor Your Clients

• Have your clients make a list of all the social media sites on which they have profiles.

• Warn them about posting during the buying or selling process.

• Explain the dangers that social media can pose to their negotiations.

• Need a horror story to tell?

Client Confidentiality

• If your client chats with you on Facebook, remember to stay off their wall.

• Never post about properties while in negotiations.

• Never post anything negative about a listing.

• If you are having a bad day, keep it to yourself. No venting!

Company Privacy

Social media sites are the new water cooler conversation.

Company Privacy

• Using stories about transactions or situations in the firm is playing with fire.

• Be sure to comply with your company’s privacy policy or their social media policy.

• Always consider: would you say this if someone was sitting in your office?

The Code of Ethics & Standards of Practice

Article 12

• Be honest and truthful in real estate communications.

• Present true picture in advertising, marketing, and other representations.

• Ensure that status as real estate professionals is readily apparent in advertising/marketing/other representations, and that recipients are, or have been, notified that those communications are from real estate professional.

Standard of Practice 12-5

• Cannot advertise real estate services or listed property in any medium without disclosing name of REALTOR®’s firm in reasonable and readily apparent manner.

• This also applies to people employed by or affiliated with REALTORS®.


• Obligation to present true picture includes information on REALTORS®’ Web sites.

• Use reasonable efforts to ensure that information on Web sites is current.

• Take prompt and corrective action when it is apparent that information is not current or accurate.


• REALTOR® firm Web sites shall disclose the firm’s name and state(s) of licensure in a reasonable and readily apparent manner.

• Web sites of REALTORS® and affiliated non-member licensees shall disclose firm’s name and that REALTOR®’s or non-member licensee’s state(s) of licensure in a reasonable and readily apparent manner.


REALTORS® are prohibited from:

1)Engaging in deceptive or unauthorized framing of real estate brokerage Web sites;

2)Manipulating listing content that produces a deceptive or misleading result; or

3)Deceptively using metatags, keywords or other devices/methods to direct/drive/divert Internet traffic, or to otherwise mislead consumers.


• REALTORS® intending to share or sell consumer information gathered via the Internet shall disclose that possibility in a reasonable and readily apparent manner.


REALTORS® shall not:

1)Use URLs or domain names that present less than a true picture

2)Register URLs or domain names which, if used, would present less than a true picture

Article 15

• REALTORS® shall not knowingly or recklessly make false or misleading statements about competitors, their businesses, or their business practices.

• SOP 15-2 (updated 1/10) obligation to refrain from making false or misleading statements updated to include the internet

• SOP 15-3 (adopted 1/10) adds obligation to make a clarifying statement or remove statements in blog comments made by others if they are false or misleading

Plagiarism and Copyright Infringement

• Plagiarism is using someone else’s work and claiming it as your own– i.e., if you copy and paste someone’s

blog post into your blog• Copyright infringement is using

someone else’s work without attributing it to them– remember writing research papers in

high school and college?• For your business purposes: assume

that everything on the Internet is copyrighted

Avoiding Plagiarism

Finding Material for Your Blog Posts and Website

• FreeDigitalPhotos.net (photos)

• Footage.shutterstock.com (videos)

• RoyaltyFreeMusic.com (music)

• Whenever possible: take your own photos and videos

Where to Showcase Your Photos and Videos

• Flickr.com (photos) – FREE and premium (paid) accounts, great SEO

• YouTube.com (videos) – FREE, best SEO for your videos

Super-Secret Photo Naming Trickvia Ira Serkes, Berkeley, CA

Name your photo with the address of the property, neighborhood name, etc.:

4215-river-shoals-court-duluth-ga-30097-river-mill-homes-for-sale-maura-neill-realtor

Ira’s Site:www.berkeleyhomes.com

http://www.berkeleyhomes.com/

Ira’s Site:www.berkeleyhomes.com

http://www.berkeleyhomes.com/

Cool Tool: Apple TV

• Mirrors your iPad or iPhone onto your TV

• In-office listing presentations

• How else could you use it?

apple.com/appletv

Find This Presentation Online

www.mauraneill.com/mill-marketing

Connect With Me

about.me/MauraNeill

Documents

Millennium Marketing - NW Montana Association of REALTORS - February 1, 2013