Irresistible Real Estate Marketing (and Selling) Ideas

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

Transcript of Irresistible Real Estate Marketing (and Selling) Ideas

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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

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The Nitty Gritty

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Legal Mumbo Jumbo

COPYRIGHT NOTICE

Copyright © 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].

DISCLAIMER

The 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.

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Logistics

Introduction

Rules

Expectations

Breaks

Food

Facilities

Preoccupation

Engagement

Special Needs

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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

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Course Objectives

Determine customer needs.

Target specific market groups.

Discover physical marketing strategies.

Identify technical marketing tools.

Have fun!

Enjoy lunch.

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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

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First Things First

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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.

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Who is Your Customer?

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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/

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Who is Your Customer?

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Who is Your Customer?

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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.)

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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…

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Pain: Losing Buying Power

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Pain: Wasted Rent

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Gain: Time

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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!

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Traditional Marketing

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Drive Traffic to Listings

Powerful listing flyers

Property "business" cards

Open house

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Keep in Touch

Just listed / just sold post cards

Anniversary / Thanksgiving cards

Newsletter

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Think Outside the Box

Discovery cards

Market to FSBOs

Market to expired listings

Networking groups

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Customer Relationship Management

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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

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Why is CRM Important?

Efficient use of time

Customer expectations

Tasks easily remembered

Work / life balance

You look smart!

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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

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Build Your Database

Traditional prospecting

Personal sphere of influence

Past clients

Prospective clients

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Manage Your CRM

Enter conversations / email

Follow-up dates

Run reports

Send email / snail mail

Drip email marketing

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Personal Web Site / Blog

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Why It’s Important

• Establish yourself as a SME

• Target readers that are potential clients

• Branding

• Build traffic

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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/

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Best Practices

Contact information

Great site design

Responsive design

Visitor registration

Photography / video

Integrated blog

Google analytics

Unique content

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Value of Web Site Features

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Listing Syndication

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The Big Three

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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

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How They Work

List homes for sale (or not)

Pay for exposure

Rules (charges) change

Leads aren't vetted

Jefferson County closed

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Realtor.com

Fed by the MLS

#AccuracyMatters

Poor market share

Complete your profile!

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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

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Social Media

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“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/

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Facebook

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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.

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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

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Getting Started

Professional image / profile

Privacy settings

Acquire friends / fans

Start posting

Engage

Mix it up

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Using Facebook Effectively

80% / 20% rule

Provide value

Variety is best

Filch material

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Facebook Best Practices

Integrate

Educate & inspire

Practice

Maintain consistency

Differentiate yourself

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LinkedIn

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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/

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How Does it Work?

Virtual Rolodex

Professional network

Online business card

Connections

Introductions

Largely free

Groups & jobs section

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Getting Started

Be secretive

Professional photo

Optimize heading / title

Custom URL

Write a killer summary

Be unique

Add experience, education, volunteer work

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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/

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LinkedIn Best Practices

Be selective

Be a groupie

Be stingy

Write personal notes

See other people

Re-order

Procrastinate

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Twitter

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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

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How Does it Work?

Rolling conversation

140 characters

Followers

No algorithms

@MickeyMouse

#MinnieIsCute

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Using Twitter Effectively

Network locally

Add value

Leverage the #hashtag

Use @mentions

Leave room for RTing

Credit the source

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Social Media Wrap-Up

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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

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Technology Toolkit

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Why Are Tools & Apps Important?

Perform tasks quickly and conveniently.

App use in 2013 posted 115% year-over-year growth.

Apps drive engagement.

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Conclusion

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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