Irresistible Real Estate Marketing (and Selling) Ideas

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EMILY C INGRAM OCTOBER 28, 2014 Irresistible Real Estate (and Selling) Ideas

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Irresistible Real Estate (and Selling) Ideas

Emily C IngramOctober 28, 2014

Irresistible Real Estate(and Selling) Ideas1The Nitty Gritty2Legal Mumbo JumboCOPYRIGHT NOTICECopyright 2009-2014 PorterWorks All rights reserved.No part of this publication may be reproduced, transmitted or used in any form or by any means, electronic or mechanical, including photocopying, recording, and scanning, or by any information storage and retrieval system without prior written permission of PorterWorks. Permission may be requested from PorterWorks, 19126 Soundview Dr. NW, Stanwood WA, 98292 or [email protected] material presented in this course and publications is intended to provide information regarding its subject matter. Neither PorterWorks, Inc. nor anyone acting on its behalf (collectively, the Publisher) is engaged in rendering legal or other advice. A reader with legal or other questions relating to the material should consult a competent attorney or other professional who can provide advice. The Publisher has no responsibility for inaccuracies or omissions and specifically disclaims any liability, loss, or risk, whether personal, financial, or otherwise, incurred as a consequence, directly or indirectly, from the use and/or application of any of the material. Opinions, findings, conclusions and/or recommendations expressed herein do not necessarily reflect the views of the Publisher.

Please note that any contracts, contract clauses, contract provisions, etc., provided in these materials are included only for illustrative purposes and are not to be used by readers, students or participants. Anyone with legal or other questions relating to the material should consult a competent attorney or other professional who can provide advice. It is also important to check on federal, state and local regulations.3LogisticsIntroductionRulesExpectationsBreaksFoodFacilitiesPreoccupationEngagementSpecial Needs

4Who is Emily C Ingram?Local mortgage resource with New American Funding13 years experience Loan originator, processor, and underwriterBachelors degree in mathematicsBoard member, Jefferson Co Home Builders AssociationBoard member, Real Estate Professionals for Affordable HousingOccasionally skips work to go sailing

5Course ObjectivesDetermine customer needs.Target specific market groups.Discover physical marketing strategies.Identify technical marketing tools.Have fun!Enjoy lunch.

6Why is Marketing Important?Notify people that youre in the businessIntroduce your services to potential customersObtain leads that result in successful transactionsBuild a solid reputationPosition yourself as a subject matter expertPay the bills

7First Things First8Definitionsadvertising [ad-ver-tahy-zing]nounthe 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]nounThe marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products

marketing [mahr-ki-ting]nounthe 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. 9Who is Your Customer?

10Who is Your Customer?In Washington...Median age of all home buyers = 46Median age of FTHB = 32Median age of repeat home buyers = 51


11Who is Your Customer?

12Who is Your Customer?

13MotivationPG:C RatioThere 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!)Actuallysome studies have shown that people are, in general, more motivated by sticks than carrots (pain vs. gain.)

14Be a SolutionistUncover 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

15Pain: Losing Buying Power


Pain: Wasted Rent

17Gain: Time

18Gain: Smaller HomeOptimized storageOptimized work surfacesRaised ceilingsOutdoor living spacesMultiple-use spacesUsing natural lightBuilt-ins Less time spent cleaning!

19Traditional Marketing20Drive Traffic to ListingsPowerful listing flyersProperty "business" cardsOpen house

21Keep in TouchJust listed / just sold post cardsAnniversary / Thanksgiving cardsNewsletter

22Think Outside the BoxDiscovery cardsMarket to FSBOsMarket to expired listingsNetworking groups


Expand Your HorizonsData miningNeighborhood informationShow the possibilities

24Customer Relationship Management25Customer Relationship ManagementCustomer 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: Google26Why is CRM Important?Efficient use of timeCustomer expectationsTasks easily rememberedWork / life balanceYou look smart!

27CRM Options

28CRM Minimum RequirementsBasic contact informationIntegrated task manager, calendar, and phone bookAccessible across all platformsImport / export abilityCustomizableCategorize contactsRun reports

29Build Your DatabaseTraditional prospectingPersonal sphere of influencePast clientsProspective clients

30Manage Your CRMEnter conversations / emailFollow-up datesRun reportsSend email / snail mailDrip email marketing

31Bulk EmailDirectly within CRM systemFree: Mailchimp, OutlookCheap: Constant ContactExpensive: Top Producer, Market Leader

32CRM Best PracticesFind contacts on social mediaAsk for permissionUnderstand CAN-SPAMAvoid spam filtersSubject linesLimited email contact

33Personal Web Site / Blog34Why Its ImportantEstablish yourself as a SMETarget readers that are potential clientsBrandingBuild traffic

35Developing a Web SiteBroker providedDIY toolsReal estate centricUnique site

Best Real Estate Web Sites: TrafficOnline advertisingSearch Engine OptimizationOrganic sources

37Best PracticesContact informationGreat site designResponsive designVisitor registrationPhotography / videoIntegrated blog Google analyticsUnique content

38Value of Web Site Features

39Listing Syndication40The Big Three

41Why Are They Important?Listing exposureAdditional information for consumersLevels the playing fieldFull picture of the available marketBroadly reaching advertising platformTheyre not going away

42How They WorkList homes for sale (or not)Pay for exposureRules (charges) changeLeads aren't vettedJefferson County closed

43Realtor.comFed by the MLS#AccuracyMattersPoor market shareComplete your profile!

44Best PracticesComplete your profileFocus on one or twoCall leads immediatelyEdit and/or add listingsSearch for leadsAdvice columnsAsk for reviewsShare the cost

45Social Media46Socialnomics

"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: Use Facebook?1.32 billion monthly active users 829 million people log onto FB daily67% of Internet users in the US are on FBThe 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 = FriendsBusiness = Page = LikesNewsfeedEngagement 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 Bloan50Getting StartedProfessional image / profilePrivacy settingsAcquire friends / fansStart postingEngageMix it up

51Using Facebook Effectively80% / 20% ruleProvide valueVariety is bestFilch material

52Facebook Best PracticesIntegrate Educate & inspirePracticeMaintain consistencyDifferentiate yourself

53LinkedIn54Why Use LinkedIn?300 million users2 new users per secondDemographicReferral sourceKeep connectedSearch engine optimizationProfessional 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: Does it Work?Virtual RolodexProfessional networkOnline business cardConnectionsIntroductionsLargely freeGroups & jobs section


Getting StartedBe secretiveProfessional photoOptimize heading / titleCustom URLWrite a killer summaryBe uniqueAdd experience, education, volunteer work

57Using LinkedIn EffectivelyReach outCommentNever post listingsKeep it organized"Being successful on LinkedIn is much more than just putting your profile out there. Dont 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: Best PracticesBe selectiveBe a groupieBe stingyWrite personal notesSee other peopleRe-orderProcrastinate

59Twitter60Why Tweet?271 million monthly active users500 million tweets sent every day78% of Twitter active users are on mobileUS Air crash into Hudson 1/2009Not crowdedStay plugged inStay connected

61How Does it Work?Rolling conversation140 charactersFollowersNo [email protected]#MinnieIsCute


Getting StartedPick a user nameDesign a compelling backgroundComplete your bioFollow targeted accountsLearn the basic languageTweet once per day

63Using Twitter EffectivelyNetwork locallyAdd valueLeverage the #hashtagUse @mentionsLeave room for RTingCredit the source

64Twitter Best PracticesGet personalBe a good TwittizenChoose carefullyRT intelligentlyUtilize search.twitter.comSee what's trending

65Social Media Wrap-Up66Establish Your GoalsWho 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: Media RulesExercise in brandingNetwork as you do IRLWatch your languageBe lazyMaintain consistencyInclude in ALL marketing

68Technology Toolkit69Why Are Tools & Apps Important?Perform tasks quickly and conveniently.App use in 2013 posted 115% year-over-year growth.Apps drive engagement.

70Social Media ManagementHootsuiteeverypostSocialBroTwitter AnalyticsboardreaderTopsyBitly

71Home DesignHouzzsnapshop showroomPaint Tester Magic PlanFloor Plan CreatorLowe's Virtual Room DesignerGladiator Garage Works

72Move That ListingVirtual Staging SolutionsVisual StagerVisualTourVideoliciousVoicePad

73Photography ToolsSelf helpExposioRibbetPicMonkeyCamera+ProCapture

74Productivity ToolsOpen Home ProDocusignDocusign Transaction RoomsEvernoteAny.doDrop BoxHomesavvy

75QR Codes

76Conclusion77Five Cs of Effective Real Estate MarketingContent drivenCreativeConciseConsistentConnected