1. Taking Control of My Market:
Effective Social Media
Byron Underwood
ByronU A degree in Attitude, Activity, SUCCESS!

2. AGENDA
We don’t own the information anymore
What consumers demand
Marketing in a new millennium
The power is in the wheel
ByronU A degree in Attitude, Activity, SUCCESS!

3. A Few Quick Statistics
• 50% of the world’s population is under 30
• 34 years the age of the average buyer in Houston
• 52 years the age of the average Houston real estate agent
• 94% of all Gen X’s & Y’s are on at least 1 social site
• 90% of consumers trust peer recommendations
We don’t have a choice if we do social media. The
question is how well we do it. - Eric Qualman
ByronU A degree in Attitude, Activity, SUCCESS!

4. Websites used in home search
2005 2010 2011
Multiple Listing Service 50% 59% 56%
Realtor.com 54% 45% 45%
Real Estate Company Website 38% 43% 40%
Real Estate Agent Website 31% 42% 46%
Listing Aggregators Trulia, Zillow, etc. 11% 41% 38%
Newspaper Websites 15% 8% 6%
Social Networking Sites * 2% 1%
ByronU A degree in Attitude, Activity, SUCCESS!

5. How buyers locate homes
What Sources Buyers Used in Home Search
Internet: 88%
Real estate agent: 87%
Yard Sign: 55%
Open house: 45%
Newspaper ad: 30%
Home book or magazine: 19%
Source: 2011 NAR Profile of Home Buyers and Sellers
ByronU A degree in Attitude, Activity, SUCCESS!

6. How buyers locate homes
What Source Do Buyers Use First:
Looked online for properties: 37%
Contacted a real estate agent: 19%
Researched the home buying process: 10%
Talked to a friend or relative: 10%
Drove by homes: 8%
Researched financing: 6%
Source: 2011 NAR Profile of Home Buyers and Sellers
ByronU A degree in Attitude, Activity, SUCCESS!

7. Who can you trust?
How buyers found their real estate agent:
Referral 40%
Previously used agent 14%
Online contact 11%
Sign Call 5%
Open Houses 4%
Source: 2011 NAR Profile of Home Buyers and Sellers
ByronU A degree in Attitude, Activity, SUCCESS!

8. Who can you trust?
Using internet sites to create first contact with a
prospect in order to develop relationships
with people:
Know
Like
Trust
YOU
ByronU A degree in Attitude, Activity, SUCCESS!

9. Who can you trust?
Using internet sites to create first contact with a
prospect in order to develop relationships
with people.
Real estate agent Los Angeles, CA
ByronU A degree in Attitude, Activity, SUCCESS!

10. Who can you trust?
Using internet sites to create first contact with a
prospect in order to develop relationships
with people.
ByronU A degree in Attitude, Activity, SUCCESS!

11. What do buyers want?
Top 5 Characteristics of the real estate agent:
Honesty and Integrity
Good Communicator
Good Negotiator
Knowledge of Real Estate Market
Good Interpersonal Skills
Source: 2011 NAR Profile of Home Buyers and Sellers
ByronU A degree in Attitude, Activity, SUCCESS!

12. Providing needed information
Seriously…
1. What is your niche?
What is your area of expertise?
Who are you trying to reach?
2. What does this group of need from you?
ByronU A degree in Attitude, Activity, SUCCESS!

13. Providing needed information
Ken
Find your niche
Learn what your customer needs
from you
Do it 1% better
Ignore everything else
ByronU A degree in Attitude, Activity, SUCCESS!

14. Providing needed information
Neighborhood real estate activity
My real estate activity
Market Trends
Community events
Current events
Personal interests
Legislation
Human interest stories
Lists of “How to”
Funny
ByronU A degree in Attitude, Activity, SUCCESS!

15. Providing needed information
Local Real National and Community News My Interests
Estate State Real Estate and Events
Favorite Sport
New Listing Housing News School Events Teams
Mortgage and Volunteer
Just Sold Finance News School Calendar Opportunities
Neighborhood Parks and Recreation
Trends Economic Data Information Hobbies
Client Favorite and New
Testimonials Current Events Restaurants Travel News
Home Road Improvement
Improvements Construction
ByronU A degree in Attitude, Activity, SUCCESS!

16. Marketing in a new millennium
Characteristics of Agents making $100,000 or more
83% want to be communicated with digitally
75% have a Facebook business page
47% have over 500 Facebook friends
30% have over 500 Twitter followers
69% already on Google+
81% use Video and have a YouTube channel
44% post on social media once a day or more
92% in office less than 15 hours a month
42% never go to an office meeting
-Inman Survey December 18th 2011
ByronU A degree in Attitude, Activity, SUCCESS!

17. Marketing in a new millennium
Least effective Return on Investment for agents
Real Estate Search Portals – Zillow, Trulia, Realtor.com
Networking Events
Classified Sites – Craig’s List, etc.
Open Houses
Broker/Franchise Website and Social Presence
Paperwork is the #1 timewaster
-Inman Survey December 18th 2011
ByronU A degree in Attitude, Activity, SUCCESS!

18. Marketing in a new millennium
Most effective Return on Investment
Digitally converting leads into business
Email Newsletter
Database Marketing/Farming
IDX registration follow up
Virtual assistants
Using the cloud to store and access data
-Inman Survey December 18th 2011
ByronU A degree in Attitude, Activity, SUCCESS!

19. Marketing in a new millennium
Increase Overall Brand Awareness
- Getting the word out by driving significant views to a
website
- Increasing the number of fans to Facebook
- Increasing the number of followers on Twitter
- Increasing the number of video views on YouTube
ByronU A degree in Attitude, Activity, SUCCESS!

20. Marketing in a new millennium
Generate Leads
- Using downloadable content
- Hosting webinars
- Speaking at events and recording them for on demand
viewing later
- Utilizing email capture forms and newsletter
subscriptions
ByronU A degree in Attitude, Activity, SUCCESS!

21. Marketing in a new millennium
Customer Retention
- Keeping loyal customers loyal
- Staying Top of Mind
ByronU A degree in Attitude, Activity, SUCCESS!

22. Marketing in a new millennium
Sales Conversions
- Showing a true Return on Investment
- Using social media as a selling tool
- Outpacing your competitor
ByronU A degree in Attitude, Activity, SUCCESS!

23. Marketing in a new millennium
Measure Effectiveness
- Monitoring the entire process
- Reviewing execution of plan to reach online and
production goals
ByronU A degree in Attitude, Activity, SUCCESS!

24. The Power is in the Wheel
Record a short video about preparing your home to sell
-use your computer camera, phone, or video camera
Upload it to YouTube on your own Channel
Embed the video in a blog post about preparing your
home to sell
Share a link to the article on Facebook, Twitter, and by
your email newsletter.
ByronU A degree in Attitude, Activity, SUCCESS!

25. The Power is in the Wheel
Have a seller or buyer record a video recommendation
instead of writing a letter.
Upload it to YouTube on your own Channel
Embed the video on your blog on a page called
Testimonials
Share a link on Facebook, Twitter, or on an email to a
seller confirming an upcoming listing appointment.
ByronU A degree in Attitude, Activity, SUCCESS!

26. ByronU A degree in Attitude, Activity, SUCCESS! SUCCESS!
ByronU A degree in Attitude, Activity,

27. Thank you
Great Results are the Sum of Small Things,
Done Well, Repeatedly -Floyd Wickman
ByronU A degree in Attitude, Activity, SUCCESS!