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

Twitter

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

Twitter

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