Post on 12-Jul-2015
E M I L Y C I N G R A M
O C T O B E R 2 8 , 2 0 1 4
Irresistible Real Estate
(and Selling) Ideas
The Nitty Gritty
Legal Mumbo Jumbo
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Logistics
Introduction
Rules
Expectations
Breaks
Food
Facilities
Preoccupation
Engagement
Special Needs
Who is Emily C Ingram?
Local mortgage resource with New American Funding
13 years experience
Loan originator, processor, and underwriter
Bachelor’s degree in mathematics
Board member, Jefferson Co Home Builders Association
Board member, Real Estate Professionals for Affordable Housing
Occasionally skips work to go sailing
Course Objectives
Determine customer needs.
Target specific market groups.
Discover physical marketing strategies.
Identify technical marketing tools.
Have fun!
Enjoy lunch.
Why is Marketing Important?
Notify people that you’re “in the business”
Introduce your services to potential customers
Obtain leads that result in successful transactions
Build a solid reputation
Position yourself as a subject matter expert
Pay the bills
First Things First
Definitions
advertising [ad-ver-tahy-zing]noun1. the act or practice of calling public attention to one's product, service, need, etc.,
especially by paid announcements in newspapers and magazines, over radio or television, on billboards, etc.
branding [bran-ding]noun1. The marketing practice of creating a name, symbol or design that identifies and
differentiates a product from other products
marketing [mahr-ki-ting]noun1. the total of activities involved in the transfer of goods from the producer or seller
to the consumer or buyer, including advertising, shipping, storing, and selling.
Who is Your Customer?
Who is Your Customer?
In Washington...• Median age of all home buyers = 46• Median age of FTHB = 32• Median age of repeat home buyers = 51Source: http://economistsoutlook.blogs.realtor.org/2014/09/23/interactive-median-age-of-home-buyers-2003-2013/
Who is Your Customer?
Who is Your Customer?
Motivation
PG:C Ratio
• There needs to be enough “P” (Pain) and/or enough “G” (Gain) to affect “C” (Change).
• Most agents only sell the benefits (Gains) while there are dozens of disadvantages (Pains) that might motivate the “change” (i.e. buying the home!)
• Actually…some studies have shown that people are, in general, more motivated by sticks than carrots (pain vs. gain.)
Be a Solutionist
Uncover problems and then solve them.
Find out what buyers want and need.
Stop and listen, really listen. Are you listening?
Leverage the PG:C Ratio.
Discover the needs of everyone (mom, dad, each kid, agent).
Your new home saves…
Pain: Losing Buying Power
Pain: Wasted Rent
Gain: Time
Gain: Smaller Home
• Optimized storage
• Optimized work surfaces
• Raised ceilings
• Outdoor living spaces
• Multiple-use spaces
• Using natural light
• Built-ins
• Less time spent cleaning!
Traditional Marketing
Drive Traffic to Listings
Powerful listing flyers
Property "business" cards
Open house
Keep in Touch
Just listed / just sold post cards
Anniversary / Thanksgiving cards
Newsletter
Think Outside the Box
Discovery cards
Market to FSBOs
Market to expired listings
Networking groups
Expand Your Horizons
Data mining
Neighborhood information
Show the possibilities
Customer Relationship Management
Customer Relationship Management
Customer relationship management (CRM) is a system for managing a company's interactions with current and future customers. It often involves using technology to organize, automate and synchronize sales, marketing, customer service, and technical support.
Source: Google
Why is CRM Important?
Efficient use of time
Customer expectations
Tasks easily remembered
Work / life balance
You look smart!
CRM Options
CRM Minimum Requirements
Basic contact information
Integrated task manager, calendar, and phone book
Accessible across all platforms
Import / export ability
Customizable
Categorize contacts
Run reports
Build Your Database
Traditional prospecting
Personal sphere of influence
Past clients
Prospective clients
Manage Your CRM
Enter conversations / email
Follow-up dates
Run reports
Send email / snail mail
Drip email marketing
Bulk Email
Directly within CRM system
Free: Mailchimp, Outlook
Cheap: Constant Contact
Expensive: Top Producer, Market Leader
CRM Best Practices
Find contacts on social media
Ask for permission
Understand CAN-SPAM
Avoid spam filters
Subject lines
Limited email contact
Personal Web Site / Blog
Why It’s Important
• Establish yourself as a SME
• Target readers that are potential clients
• Branding
• Build traffic
Developing a Web Site
Broker provided
DIY tools
Real estate centric
Unique site
Best Real Estate Web Sites:
https://placester.com/real-estate-marketing-academy/top-25-most-beautiful-real-estate-websites-2014/
Drive Traffic
Online advertising
Search Engine Optimization
Organic sources
Best Practices
Contact information
Great site design
Responsive design
Visitor registration
Photography / video
Integrated blog
Google analytics
Unique content
Value of Web Site Features
Listing Syndication
The Big Three
Why Are They Important?
Listing exposure
Additional information for consumers
Levels the playing field
Full picture of the available market
Broadly reaching advertising platform
They’re not going away
How They Work
List homes for sale (or not)
Pay for exposure
Rules (charges) change
Leads aren't vetted
Jefferson County closed
Realtor.com
Fed by the MLS
#AccuracyMatters
Poor market share
Complete your profile!
Best Practices
Complete your profile
Focus on one or two
Call leads immediately
Edit and/or add listings
Search for leads
Advice columns
Ask for reviews
Share the cost
Social Media
“Socialnomics”
"As a real estate professional, creating a strong social media presence is an essential part of your overall marketing strategy. Not only does it create visibility, but it can also lend credibility and authenticity to your business, thereby positioning you as the local expert.“
Source: http://maximizesocialbusiness.com/using-twitter-in-your-real-estate-business-7410/
Why Use Facebook?
1.32 billion monthly active users
829 million people log onto FB daily
67% of Internet users in the US are on FB
The 45-54 age bracket has seen a 46% growth since YE 2012.
Among US Internet users, 73% with incomes above $75,000 are on FB.
Gender skews slightly toward women, but not by much
The Implication: A huge and vastly growing number of Facebook users are active and consistent in their visits to the site, making them a promising audience for your marketing efforts.
How Does it Work?
Personal = Profile = Friends
Business = Page = Likes
Newsfeed
Engagement is key!"Of the 1,500+ stories a person might see whenever they log onto Facebook, News Feed displays approximately 300. To choose which stories to show, News Feed ranks each possible story from more to less important by looking at thousands of factors relative to each person."
- Facebook product marketing lead Brian Bloan
Getting Started
Professional image / profile
Privacy settings
Acquire friends / fans
Start posting
Engage
Mix it up
Using Facebook Effectively
80% / 20% rule
Provide value
Variety is best
Filch material
Facebook Best Practices
Integrate
Educate & inspire
Practice
Maintain consistency
Differentiate yourself
Why Use LinkedIn?
300 million users
2 new users per second
Demographic
Referral source
Keep connected
Search engine optimization
Professional networking
"LinkedIn users tend to be in their 40s and older, they tend to be white collar professionals, and they tend to be people with college degrees. “
Source: http://www.forbes.com/sites/joshbersin/2012/05/21/facebook-vs-linkedin-whats-the-difference/
How Does it Work?
Virtual Rolodex
Professional network
Online business card
Connections
Introductions
Largely free
Groups & jobs section
Getting Started
Be secretive
Professional photo
Optimize heading / title
Custom URL
Write a killer summary
Be unique
Add experience, education, volunteer work
Using LinkedIn Effectively
Reach out
Comment
Never post listings
Keep it organized
"Being successful on LinkedIn is much more than just putting your profile out there. Don’t just create your profile and expect the referrals to come rolling in. You must participate by sharing status updates, by commenting in groups, by interacting with your network."
Source: http://linkedintobusiness.com/LinkedIn-for-Real-Estate-Agents/
LinkedIn Best Practices
Be selective
Be a groupie
Be stingy
Write personal notes
See other people
Re-order
Procrastinate
Why Tweet?
271 million monthly active users
500 million tweets sent every day
78% of Twitter active users are on mobile
US Air crash into Hudson 1/2009
Not crowded
Stay plugged in
Stay connected
How Does it Work?
Rolling conversation
140 characters
Followers
No algorithms
@MickeyMouse
#MinnieIsCute
Getting Started
Pick a user name
Design a compelling background
Complete your bio
Follow targeted accounts
Learn the basic language
Tweet once per day
Using Twitter Effectively
Network locally
Add value
Leverage the #hashtag
Use @mentions
Leave room for RTing
Credit the source
Twitter Best Practices
Get personal
Be a good Twittizen
Choose carefully
RT intelligently
Utilize search.twitter.com
See what's trending
Social Media Wrap-Up
Establish Your Goals
Who is your target audience?
What problem can you solve?
What unique outlook can you share?
How much time can you commit?
What specific result will you achieve?
“The fastest growing demographic on Twitter is the 55-64 year age bracket.• This demographic has grown 79% since 2012.• The 45-54 year age bracket is the fastest growing demographic on both
Facebook and Google+.• For Facebook, this group has jumped 46%.• For Google+, 56%.”
Source: http://www.fastcompany.com/3021749/work-smart/10-surprising-social-media-statistics-that-will-make-you-rethink-your-social-stra
Social Media Rules
Exercise in branding
Network as you do IRL
Watch your language
Be lazy
Maintain consistency
Include in ALL marketing
Technology Toolkit
Why Are Tools & Apps Important?
Perform tasks quickly and conveniently.
App use in 2013 posted 115% year-over-year growth.
Apps drive engagement.
Social Media Management
Hootsuite
everypost
SocialBro
Twitter Analytics
boardreader
Topsy
Bitly
Home Design
Houzz
snapshop showroom
Paint Tester
Magic Plan
Floor Plan Creator
Lowe's Virtual Room Designer
Gladiator Garage Works
Move That Listing
Virtual Staging Solutions
Visual Stager
VisualTour
Videolicious
VoicePad
Photography Tools
Self help
Exposio
Ribbet
PicMonkey
Camera+
ProCapture
Productivity Tools
Open Home Pro
Docusign
Docusign Transaction Rooms
Evernote
Any.do
Drop Box
Homesavvy
QR Codes
Conclusion
Five Cs of Effective Real Estate Marketing
Content driven
Creative
Concise
Consistent
Connected
Source: http://blog.zurple.com/the-five-c%E2%80%99s-of-effective-real-estate-marketing