Irresistible Real Estate Marketing (and Selling) Ideas is a presentation for real estate agents and Realtors discussing business development ideas. Many of the pictures and .jpgs in the presentation are hyperlinks to more information. Enjoy!
5. 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
7. 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
9. Definitions
advertising [ad-ver-tahy-zing]
noun
1. 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]
noun
1. The marketing practice of creating a name, symbol or design that identifies and
differentiates a product from other products
marketing [mahr-ki-ting]
noun
1. 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.
11. Who is Your Customer?
In Washington...
• Median age of all home buyers = 46
• Median age of FTHB = 32
• Median age of repeat home buyers = 51
Source: http://economistsoutlook.blogs.realtor.org/2014/09/23/interactive-median-age-of-home-buyers-2003-2013/
14. 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.)
15. 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…
26. 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
27. Why is CRM Important?
Efficient use of time
Customer expectations
Tasks easily remembered
Work / life balance
You look smart!
29. 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
30. Build Your Database
Traditional prospecting
Personal sphere of influence
Past clients
Prospective clients
31. Manage Your CRM
Enter conversations / email
Follow-up dates
Run reports
Send email / snail mail
Drip email marketing
32. Bulk Email
Directly within CRM system
Free: Mailchimp, Outlook
Cheap: Constant Contact
Expensive: Top Producer, Market Leader
33. CRM Best Practices
Find contacts on social media
Ask for permission
Understand CAN-SPAM
Avoid spam filters
Subject lines
Limited email contact
35. Why It’s Important
• Establish yourself as a SME
• Target readers that are potential clients
• Branding
• Build traffic
36. 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/
38. Best Practices
Contact information
Great site design
Responsive design
Visitor registration
Photography / video
Integrated blog
Google analytics
Unique content
42. 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
43. How They Work
List homes for sale (or not)
Pay for exposure
Rules (charges) change
Leads aren't vetted
Jefferson County closed
44. Realtor.com
Fed by the MLS
#AccuracyMatters
Poor market share
Complete your profile!
45. 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
47. “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/
49. 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.
50. 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
51. Getting Started
Professional image / profile
Privacy settings
Acquire friends / fans
Start posting
Engage
Mix it up
55. 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/f
acebook-vs-linkedin-whats-the-difference/
56. How Does it Work?
Virtual Rolodex
Professional network
Online business card
Connections
Introductions
Largely free
Groups & jobs section
57. Getting Started
Be secretive
Professional photo
Optimize heading / title
Custom URL
Write a killer summary
Be unique
Add experience, education, volunteer work
58. 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/
59. LinkedIn Best Practices
Be selective
Be a groupie
Be stingy
Write personal notes
See other people
Re-order
Procrastinate
61. 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
62. How Does it Work?
Rolling conversation
140 characters
Followers
No algorithms
@MickeyMouse
#MinnieIsCute
63. Getting Started
Pick a user name
Design a compelling background
Complete your bio
Follow targeted accounts
Learn the basic language
Tweet once per day
64. Using Twitter Effectively
Network locally
Add value
Leverage the #hashtag
Use @mentions
Leave room for RTing
Credit the source
65. Twitter Best Practices
Get personal
Be a good Twittizen
Choose carefully
RT intelligently
Utilize search.twitter.com
See what's trending
67. 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
68. Social Media Rules
Exercise in branding
Network as you do IRL
Watch your language
Be lazy
Maintain consistency
Include in ALL marketing