Digital Marketing: The New Kid on the Block Maura Neill ABR, CRS, CDPE, e-PRO, MRP, REALTOR® about.me/mauraneill
Iowa REALTOR Convention - Digital Marketing
May 16, 2015
What does real estate marketing look like in today’s world? Marketing has changed dramatically in the past decade, and we’ve entered a new frontier. Reaching clients and potential customers used to be a costly venture – with long printing wait-times and pricey postage. Today, online marketing options offer us a free way to keep in touch with our current spheres and reach potential new clients, but the rules are different. This new school of marketing, with its multitude of social media platforms and opportunities, requires a new kind of marketing savvy and can be overwhelming to navigate. This course teaches you how to combine tools like Facebook, Twitter, and YouTube (and more!) along with email marketing and blogging, with the tried-and-true marketing techniques you already know. The class will teach you to:
* Develop an online brand that expresses who you are and helps you maintain a consistent online presence. * Create a social media strategy that works for you and incorporates the platforms with which you are most comfortable. * Combine “old school” techniques, like direct mail and print advertising, with new school opportunities, like your Facebook business page and blogging, to create a more cost-effective and optimized approach to marketing. * Incorporate public relations strategies into your marketing plan and be your own publicist.
* Develop an online brand that expresses who you are and helps you maintain a consistent online presence. * Create a social media strategy that works for you and incorporates the platforms with which you are most comfortable. * Combine “old school” techniques, like direct mail and print advertising, with new school opportunities, like your Facebook business page and blogging, to create a more cost-effective and optimized approach to marketing. * Incorporate public relations strategies into your marketing plan and be your own publicist.
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Digital Marketing:The New Kid on the Block
Maura NeillABR, CRS, CDPE, e-PRO, MRP, REALTOR®
about.me/mauraneill
On Twitter?
Tweet live during this class!
@MauraNeill
@IowaREALTORS
“I Have No Time For…”
• Social media• Blogging• Photos • Videos• Email marketing• Anything more than I already do!
Rule of Thirdsfrom Chris Brogan
NewProspecting
Executing on Prospecting
Servicing Your
Accounts
Photo credit: “3 fire buckets” by Hadleywal on Flickr.com
“I Have No Time For…”
• Social media• Blogging• Photos • Videos• Email marketing• Anything more than I already do!
Word of Mouth Marketing
is the most powerful form of marketing there is.
Technology itmagnifies
Business has shifted.
How do you market in the virtual world?
You spend less time convertingprospects to clients when you
already have people who:• Know you
• Like you
• Trust you
BY THE NUMBERS
What Do These Numbers Mean To You?
7591687760
What Do These Numbers Mean To You?
7591687760
% of time spent on “social” Internet
What Do These Numbers Mean To You?
7591687760
% of time spent on “social” Internet% of homebuyers start search online
What Do These Numbers Mean To You?
759168
7760
% of time spent on “social” Internet% of homebuyers start search online% of consumers using mobile apps in real estate search
What Do These Numbers Mean To You?
759168
7760
% of time spent on “social” Internet% of homebuyers start search online% of consumers using mobile apps in real estate search% of public using mobile at home
What Do These Numbers Mean To You?
759168
7760
% of time spent on “social” Internet% of homebuyers start search online% of consumers using mobile apps in real estate search% of public using mobile at home
million people looked for real estate on the top 5 RE sites in 2012
What Do These Numbers Mean To You?
25
What Do These Numbers Mean To You?
25% of consumers who complete an action on a real estate site the same day they start searching
You cannot have a marketing plan that does not include
the Internet.
BACK TO BASICS
Photo credit: “Social Media Network (from Crossword Series)” on freedigitalphotos.net
What is a Brand?
• It’s who you are.• It’s what sets you apart.• It’s what your clients think of when
they think of you.
• It’s the story you tell with your marketing.
Are You the Same Online and Offline?
Do You Have a Logo?
Get a Professional Logo...(that doesn’t look) Cheap
Are You Using Your Photo?
• Does it look like you? (in other words, is it current?)
• Is it professional?• Is it friendly? accessible?
relatable?• Is it prop-free?• Does it appeal to your target
audience?
Consistency is Key
• Logo• Colors • Recognizable photo• Voice• Niche• Message• Passion
MARKETING ANALYSIS
Who are you trying to reach?What do you know about this group?Is there one message or many for them?
Getting Your Site Found
Target Market Demographics• With whom do you work? With whom do you want to work?
• What information do they need? What interests them?
• What do you want to share with them?
• What problems can you solve for them?
YOUR ONLINE MARKETING HUB
Why a Hub?
You can’t sell a home on Linkedin, Facebook, Twitter,
Pinterest, or Youtube…
…but you can send them somewhere they can.
That is the Power of the Hub and Spokes
Website = Central Focus
Website and/or
Blog
Facebook Personal
Facebook Business
Page
Linked In
Direct Mail and Other YouTube
Email/Enewsletters
Website Features
• Search for all local marketplace inventory
• View multiple photos and videos for listings
• Contact an agent, broker or mortgage professional
• Learn “basic” information about the real estate process
Don’t Forget:
• View multiple photos and videos for listings
• “Contact Me” page• Help finding lenders & other
service providers• Learn “basic” information about
the real estate process • Information about YOU
How do you address the consumer’s needs?
• Integrity of your company (think testimonials)
• Knowledge of the process (think learning)
• Responsiveness to inquiries(think instant)
• Knowledge of the market (think visuals)
SEO is...
• The process of improving your website’s ranking in search engine results
• Spiders crawl your site and determine your ranking based on the search engine’s (Google, Yahoo, etc.) a complex algorithm that takes a variety of information
SEO Tactics to Apply
• Install Google Analytics on your website to establish baseline data on traffic
• Create a keyword hit list based on relevance
• Adjust your page title to include important keywords
• Infuse keywords strategically on site• Consistently add content
To Blog or Not To Blog:Is There Really Any Question?
Already Have a Website?
• Add to your website as
Yourwebsite.com/Blog– Adds to Search Engine Optimization– Create a consumer interaction point
Blogging:Buzzword or Business
Booster?
Photo credit: “BusinessWeek cover” by moxliukas on Flickr.com
Benefits of Blogging
• Build your audience• Be seen as the local expert• SEO• Give consumers what they want:
information
• And because... YOU have something to say!
Blog blog blog...(Not blah blah blah!)
• Market stats• Local community information (dining,
shopping, festivals, things to do)• FAQs• DIY tips• Buyer and seller information
• YOU!
Email Marketing:Permission, Not Forgiveness
Email Marketing
• An opt-in is much more valuable than an apathetic past client
• An opt-out can hurt you• Produce quality content and
subscribers will come to you• Create a plan• Be focused with your content
My Favorite Email Platform
Mailchimp.com – FREE for up to 2,000 subscribers, fewer than 12,000 emails/month
FREE!
V
EmailStationery.com• Branded every email:
– Email signature - $109– Email stationery - $229– Signature + stationery - $289– Complete package - $395 (includes
email postcard + thank you card)
Just because you have my email address does not mean you have my permission to add me to your email
list.
Can Spam Act: A Compliance Guide for Businesses - http://goo.gl/SQhHL
QR Codes – Bridging Virtual to Mobile
What Is That Thing?
• Explain it to your clients – don’t assume they know.
• Give instruction on flyers: “Download QR Reader and scan here for more information.”
Bit.ly
• More than a URL shortener• Creates and TRACKS shortened
URLS, QR codes, and more
QR Code Fails
QR Code Success
QR Code Success
Being Smart with QR Codes
• Billboards – no• Websites – no • Moving vehicles – maybe• Lockboxes – yes• Real estate signs/riders – yes• Listing tour tool – yes
• Where else can you creatively use them?
Thinglink:Jazz Up Your Virtual Tours
• Add video, photos and text pop-ups to your photos
• Allows interactive exploration of your photos
• Brings still photos to life
Thinglink:How Can You Use It?
• Text feature: point out important features
• Photo feature: let viewers “look” out the window or into the next room
• Video feature: give a video intro to the room or have the seller give a testimonial about why this is their favorite room, feature, etc.
Social Media
Website = Central Focus
Website and/or
Blog
Facebook Personal
Facebook Business
Page
Linked In
Mail and Other YouTube
Email/Enewsletters
(C) by Kim | NewMediaCoffeeTalk.com | Don't Steal;Just Ask
You can’t be everywhere …
WHERE DO YOU NEED TO BE?
Establishing your presence
Where Are You?
Where Are YourPotential Clients?
FOCUSING ON YOUR LOCALS
Balance it all by
Get To Know Your Consumer:The more you know about them, the
easier it is to create service strategies online.
• Basic systems in place to keep fans engaged.– Fill in the blank Friday– Photo Friday– Update on stats– Pick your palace A and B– Questions– Quotes– Weekend Update
What to Post
Encourage Call to Action
Ask Questions
Ask Questions
Fill in the Blank
Ask Questions
Don’t Forget Your Raving Fans
Community – FB Group
Branded Facebook Business Page
Have Less Than 100 Fans?
• Don’t be discouraged• People are LURKERS• 90% who read your comment will
not– Like– Engage– Share
Use Action Words to Encourage Engagement
Google+
Are You on G+ Yet?
• The new kid – who’s using?• Google owns #1 and #2 search
engine – Google + YouTube• Public posts are indexed (unlike on
Facebook) SEO Gold!• Hangouts!
Google+ Public Posts
Make your posts public
Hootsuite
• Manage Facebook, Twitter, G+, Foursquare, LinkedIn, Wordpress, MySpace – all from one dashboard
• Schedule tweets & updates• Save time
Hootsuite
Q & A
Connect With Me
about.me/MauraNeill
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