Realtors Webinar

The Techie Realtor – Marketing Strategies You Should Be Implementing

Welcome to the Webinar!

The Real Estate Exchange Magazine – Real Estate Tips

Presented By: The Business Exchange Corp.

The Techie Realtor – Marketing Strategies You Should Be Implementing

Michael Hyam

The Business Exchange Corp.

416-657-4111, ext [email protected]

Real Estate Magazine & The Business,

Franchise & Investment EXPO

January 7th & 8th, 2012– The Forum, PNE Grounds, Vancouver

Will you please Like Us on Facebook?

Please Like Us on our Facebook Fan page by clicking the icon below

Business Franchise & Investment Expo

Do you Tweet on Twitter?

Please include: @RealEstateXin your tweets about this webinar

And please follow us by clicking the icon below


Don’t Worry about note-taking!

We will send you a PDF of the slides shown during the webinar


The Topics We Will Discuss Today

The Big Picture:

As Realtors You MUST Have A Marketing Plan

Marketing Is A Need, Not A Want

What are the top realtors doing?

Many realtors can fail because not enough people know they exist and therefore cannot enlist their services to help them buy or sell property.

Why?Market YourselfBuild CredibilityGet found on searches

Brainstorm


Why Have A Marketing Plan?

The public needs to know who you are and what you do.Having a plan gives you an opportunity to set and achieve your goals

Strategize

Research indicates professionals remain heavily investedin print, according to a study from Readex Research. Professionals aren't replacing one media form with another.

While 77 percent of respondents say they use search engines regularly in their work, 74 percent say they use print editions of magazines and e-newsletters. Websites were the third most used media (55 percent) With digital editions close behind (54 percent).

http://www.readexresearch.com/news.cfm


Marketing Is A Need, Not A Want

Based on that data, strategize

The public needs to know who you are and what you do.Having a plan gives you an opportunity to set and achieve your goals

Cover all marketing bases, including: PrintWeb Face-to-face


Strategize Your Marketing Efforts

Physical Marketing Magazine adsNewspaper AdsBillboardsBusesBus SheltersFlyersCold-callingLawn SignsTrade & Expo Shows

Tech & Online MarketingNewslettersE-mail Blasts of listings

Website/BlogSocial MediaGiveawaysGoogle Tools for Real Estate Professionals


What are Top Realtors Doing?Farming

Knocking on DoorsNetworking

Brand ImageBusiness cards SeminarsThe Other Extras: Home Staging Consulting

Client Retention ReferralsThank-you gifts

Social Media

Listen Engage with useful adviceShare fun things and educational information. Keep self promotion less than 10%

Giveaways and Contests

Photos and Videos

LEVERAGE You Tube, Facebook, and TwitterComplete profiles on each of these networksMeet 20 new people on the web every daySearch for and connect with people that want to do real estate transactionsUse your computer database of new prospects


SocialMedia

GoogleIf your site isn’t listed, prompt Google to spider to it at http://www.google.com/addurl/ Submit your primary url and Google will find the rest of your site

Use Keywords6 to 8 times on a page

That means if you're a Realtor in Toronto with a niche market of Luxury Condos

Your keywords on each page, during each update on your website and blog should be something like: Realtor, Real Estate, Agent, Toronto, Canada, Luxury Condos, TownHomes, Ontario


SocialMedia

For Example: YouTube

Keywords

I have been involved in the Real Estate industry since 2005 here in Toronto. I have a passion for what I do and truly love my job. My number one goal is to educate my clients about the Real Estate Industry and ensure they make informed decisions they are confident with when they purchase a property. Check me out at www.alexjwilson.com or drop me an email at [email protected]


Being Memorable & Sticky

7 out of 10 people can recall the name of the company through a giveaway

Get inside their head and space

Question:

What is the highest retained item in the industry with the greatest return on investment and costs per impression?

Ensure your face, name & logo are always on the item

Tip:The newest trend - paperless cards


Marketing through Partnerships & Networks

Partnerships

Your network is out there socializing. The best way to build a partnership, in today's day and age isTo ask for a link.

That means, ideally one using your keywordsI.E. Real Estate Agent Luxury Townhomes

Then offer a link in return to their site or blog. You can also create a links.html page and when businesses link to your site, provide a link back.

People to ask? Your NetworkHome-Stagers & Photographers

Interior Designers

Furniture Movers

Another option for partnerships is a link that provides the affiliate or partner with revenueFor example, for each person their website forwards to yours, you pay him a percent or dollar amount

Discounts

Affiliate Revenue

Extra Incentives

Tips: Sign an agreement before the partnership takes effect.

Clarify the job duties and responsibilities for each partner, in writing. Choose a termination date for the partnership... just in case it doesn't work.


Marketing through Partnerships & Networks

Copywriting with Keywords & Link Building Partnerships

Other ways to ask, receive or get links is

Social network profiles – Make sure your Social Media profiles (Facebook, Linkedin, Twitter, Youtube etc) have your 6-8 keywords, and each time you update, include at least one throughout the day

Manual directory submissions

Social bookmarks Digg, Reddit, etc

Blog commenting – Make partnerships and build relationships by introducing yourself to new people through social media. Ideally this would be 20 new people a day, whereby you leave blog comments, a link back to your blog, and engage with them, so they come back and leave a comment on your site

Blog postsPress release distribution

If you're having a grand opening for your office, expanding, implemtning new solutions, or working with a builder on a new project, if there's anything you feel is newsworthy, direct it towards a press release service, and they will distribute to the media channels. PR Web has a great digital service that lets you pick and choose who to send the news to, as well as giving you access to their database with access to e-mailing the media directly

Article directory submission Become an expert! As soon as people start seeing you as an expert, it will build your credibility and sales. A small budget shouldn't stop you from

becoming a celeb on the web. There are lots of people that have become international successses by leveraging the pwoer of the web. And it doesn't mean you stop at house tours, and introducing your brokerage. It means being creative and possibly starting your own web newsletter with helpful content, or a TV show that helps first time home buyers.

PaidCreate paid advertisements for placement in Google Adwords: Search engine result pages, lead to your site. Based on extensive research of top keywords. You have your 6-8 keywords ready, right? Then bid on keywords, to be ranked higher within "Sponsored Ads” section.

The Real Estate Exchange Magazine – Real Estate Tipss

Consistency pays off!

Consistency breeds familiarityFamiliarity breeds confidenceAnd confidence breeds sales

The Golden Rule – Repetition is Key

Once you start advertising don't stop Try for at least 6 months

Stopping too soon makes ads loose effectivenessName recognition takes time

Don't change your image, look and feel and message each timeDon't vary your graphics formatDon't drop out of the publics eye for long periods

SEO Strategy should be

To build user-friendly, high-quality websites that are worth linking to because they feature unique, frequently-refreshed content that adds value to a user's experience.

Good Content Isn't Enough; It Needs to Be Great Content

Guidelines you need to consider:

Provide trustworthy informationKnow the specific topic very well, or share content from expertsOffer unique content Do not duplicate articles or topics compared to other sites in search resultsMake it insightful and interesting so your visitors will want to bookmark it and share it with othersThe content must not have spelling, stylistic, or factual errors


Guidelines to consider before diving into SEO

Are there segments being under-served?

First time home buyers Those who want to experience living in the downtown coreThose who want to move to the suburbsWealthy executives looking for luxury homes Baby boomers looking to downsize

Is this segment large enough for me to make money?

What percentage do I need to capture for my monetary goals?

Is there already an existing competition in this segment?

Does the market want my unique competitive offering?

How can I stand out from the competition and provide value?

Research the tactics of top realtors in your city.


Go further into your niche market and beat out the competition

Your target customer is NOT just anybody and “everybody”Choose a niche that interests you Don't pick a niche that you can't contact directly or that costs you a ton of money to contact

Perhaps communicating to a market similar to you would cost you less to contact

An example profile would look like this:

Niche Segment Market:

Live in downtown Toronto currently Interested in suburbsAges 30 and 40 years old Combined household income of $125k annuallyMarried couple with one childNeed beautiful landscaping Plenty of backyard spaceDon't feel like they have to settleHave plenty of time to find the “perfect” place


Picking a Niche:

Where do you need to be?

Who are your customers?What do they want?What motivates them to buy?How does my potential customer normally buy?Who is the primary buyer & primary buying influencer?What kind of habits does my customer have?Where do they go to get their information from?What are my target customers primary motivation for buying?

People will buy what they wantnot what they need


Understand your niche customer

An explanation of your target prospect's problemProof that the problem is so important it needs to be solved nowExplanation of why are you the only person who can solve your prospects problemExplantation of the benefits people will receive from using you

Examples and testimonials from other clients

Explanation about fees and payment terms

Your unconditional guarantee


Developing your Marketing Message involves

Show your clients or vendors that you're marketing their property in various marketing mediums

Offer to be at every showing in order to show the properties selling featuresOffer excellent customer service

Give your personal guarantee, if they are not satisfied with your services


For Commercial

Write your goals down, otherwise you are just wishing for success.

Your goals should be:

MeasurableAchievableRealisticTime Specific

Your goals must include a financial element Sell 20 houses in 2012 or make $100k this year


Set Sales and Marketing Goals

Create a marketing budget

Plan your day in advancePrioritize activities that you are required to do in order to achieve your income goals

AnnualMonthlyWeekly

Qualify your leadsStay organized throughout


Be efficient with your time


Utilize Technology

Tech Marketing - Be accessibleThe standard rules apply

Answer and return phone calls as soon as possibleAvoid playing phone tagUse text messagingCheck your e-mail consistently throughout the day

Business Exchange web magazine has listing directories that are search engine optimized


Smart Phones, iPhones, TREOs and Blackberrys…Oh My!

Don't be the traditional Respond to clients needs quickerBe available right away easily

Answer and return phone calls, & check email consistentlyUse PDF documentsIf you don't want to spend too much money, supplement

Real Sign is a device that lets your clients sign documents Just plug in the electronic pad and pen, and hit save

If you can invest in some technology, get an IPADTake advantage of apps.A stylus pen to sign documents


Stay Knowledgable

Try and stay on top of the latest technology and trendsGo networkingAttend or give seminars, workshops and other training and coaching possibilities

Stay up to date on training OREA courses for agents, what's happening in OREA, and be aware of trends that are increasing decreasing in your locality and internationally

Read the business section to stay on top of the economyRead the lifestyle section to keep on top of home trendsRead the fashion section


Setup a Mobile Office

Get a Smart Phone. Doesn't matter which one. Get one on the network that works best in your area of

operation. Don't pay attention to hype. Ask your friends Make sure that it will sync with your computer

Work out of a cloud

Store and access documents from the webIntergrate Google Docs to GmailDropbox, Evernote


Setup a Mobile Office – Ipads & Iphones

Notes and drawing. Works like physical note pad, except drawings can be moved & deleted easily

SketchNotes

Genius Scan

Scan documents on the go and email the scans as JPEG or PDF.

Print photos, contacts, & phone numbers - or print web pages to read later direct to WiFi printers without additional software

Print

Prospects

Quick access to listings from your MLS (Active, pending, & sold) Link to Touchbase(Immo-contact in QC) for your showing request All your contacts from your Prospects Web software.

Show homesResearch home valuesPreview propertiesPhotosProperty descriptionPrivate remarksListing agent infoListing dateCommission


Use Today’s Hottest Tech Tools!

Video & Virtual Tours: Showcase your listings using:

ViewbixYoutube Go Pano Micro Camera - 360 Degree Video House Tour

Get rid of hotmail!Self-host or G-mailG-mail integrates with tools like Google calender

Qr CodesI-nigmaBit.ly

Use them on lawn signsYour business cardsDirect MailProperty FlyersYour Vehicle


To Blog or not to Blog?

Automation and Subscription

Realtor Website, Blog or Vidcast

Offer personal tours of listings: A Virtual Tour or slide show

Tour local attractions: Show case neighborhood, community or city with description of "hot spots." Or a a series featuring different attractions.

Mini seminars: Guide buyers through the mortgage and closing processes with bite sized clips Personalize RSS feeds to automatically send these tutorials to your clients of what they can expect at each step until closing.

Create a "talk show”: Highlights the process or options. Interview builders, happy clients, mortgage brokers , etc.

Announce events: Alert prospects to the open houses and other relevant local events.


Website: To Blog or not to Blog?

Purchase a hosting accountBlue Host and Host Monster GoDaddy

Setup/Install WordPressBuild your blog quickly & easily when you purchase a theme Studio Press Themes, Woo Themes, Agent Press

Activate ThemeStart Blogging

Optimize KeywordsChoose 5 main keywordsCommunityNeighborhood

Essential Plug-insLead Gen Forms

Mail Chimp- Newsletter, Contact Info etcHome Search

Diverse Solutions Plugin Puts MLS on BlogSite Performance

Backup BuddySocial Integration

Google +1, Like, Share, Twitter, Print this Post, Facebook


Lead Management & The Magic of Follow-ups

A follow up system

• “Hot” Leads • “Follow-up” manager

Focus:Establish lead organization Tips that will kick you up a notch over the competitors:

• Ask for a project timeline • Pencil in date to meet again • Contact within 24 hours is a must

Other Follow Up Measures:A newsletter once a monthDo send a thank you Remember, if you don’t follow up, your competitors will


The Business Exchange & The Real Estate Magazines

Expand Your Scope in Ontario & British ColumbiaAdvertise in The Business Exchange and Real Estate Exchange Magazine

Commercial Properties Residential Properties


DealsForBiz.com

Register Now to Receive Daily Deals


Franchise Directory & Business Opportunities Directory

Business Opportunities Directory Franchise Directory


The Business Franchise & Investment Expo 2011


Thank You For Your Time

If you have any further questions regarding exhibiting, please contact

Michael Hyam 416.657.4111 ext. 230

Realtors Webinar

Real Estate

Transcript of Realtors Webinar