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 and YouTube (and more!) along with email marketing and blogging, with the tried-and-true marketing techniques you already know.

1. Digital Marketing Tools
To Provide Exemplary Customer Service
Maura Neill
ABR, CRS, CDPE, REALTOR®
about.me/mauraneill

2. On Twitter?
Tweet live during this class!
@MauraNeill

3. Can Your Marketing Be
Consumer-Centric?

4. What Do These Messages Say?
• “I‟m out of listings! Who wants to
sell?”
• “I‟m in LOVE with my new listing!”
• “Just wrote contracts today for 3
lucky buyers!”

5. What Message Are We
Sending to Consumers?

6. Can We Market Ourselves with
the Consumer in Mind?

7. “I Have No Time For…”
• Social media
• Blogging
• Photos
• Videos
• Email marketing
• Anything more than I already do!

8. Rule of Thirds
from Chris Brogan
New Executing on Servicing
Prospecting Prospecting Your
Accounts
Photo credit: “3 fire buckets” by Hadleywal on Flickr.com

9. “I Have No Time For…”
• Social media
• Blogging
• Photos
• Videos
• Email marketing
• Anything more than I already do!

10. Your Brand Should Tell Me:
Why You?
• What‟s your value proposition to
your clients?
• What sets you apart from others in
the same business? Why should the
client choose you?
• What is your why?

11. yourself.
• Log out of Google/Gmail – see what
others are seeing
• Put your name in quotes, i.e. “Maura
Neill” or “Maura Neill REALTOR”

12. Alerts
What do you find?
Take charge of your online presence.

13. Google “Maura Neill”

14. For What Else Should You Set
Up Google Alerts?

15. Branding

16. 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.

17. Are You the Same
Online and Offline?

18. YOU are Your Brand

19. Do You Have a Logo?

20. Get a Professional Logo...
(that doesn‟t look) Cheap

21. 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?

22. Broadcasting Your Brand
Consistency is Crucial

23. Consistency:
• Logo
• Colors
• Recognizable photo
• Voice
• Niche
• Message
• Passion

24. Social Media:
For UNmarketing Purposes

25. “Always have something to sell,
but don‟t always be selling.”
~ Chris Brogan

27. Where Are You?

28. Profiles Need Consistency
• Bio
• Company & contact information
up-to-date
• Photo
• Are you always the same you?

29. Facebook

30. How Do You Use Facebook?
o Fun, fun, fun
o A place to get away from work
o Reconnecting with old friends/clients
o A place to mix business with
pleasure
o Business only – I stay strictly on my
Facebook business page

31. Where Is Your Facebook
Presence?
• Your personal profile – what does it
look like?
• Your Facebook Business Page:
– Do you have one?
– Do you use it effectively?
– Do you need one?
• Where do you spend the most time
and get the most response?

32. Facebook Business Pages

33. Who Sees Your
Facebook Business Page?

34. Branded Facebook
Business Page

35. What To Post
On Your Business Page
• Links, links, links – to your videos, blog
posts, buyer/seller tips – drive the traffic to
your site
• Photos – local, your listings, funny things
you see while showing homes, caption
this
• Videos – keep them short and informative
• Local information
• Open houses and listings okay here

36. What to Post
• 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

37. Ask Questions

38. Ask Questions

39. Ask Questions

40. Use Action Words to
Encourage Engagement

41. Link Tips
• Give a teaser, a
quote from the
post/article –
something to
encourage the
reader to click
• Don‟t just post the
link & expect it to
get traffic/traction

42. Don‟t Want a Biz Page?
Find Your Facebook Niche

43. Finding Your Facebook Niche
Bobbi Howe‟s Saturday Morning Runners

44. Optimize Your Facebook Profile
for Public Viewing

45. Potential Clients Will
Find You On Facebook
• Give them something to see
• Let them get to know the “public” you
• Create trust, authenticity, and credibility
• Keep it to the 80/20 rule – put some
personal info out there (but still, only
things you feel comfortable sharing
publicly)

46. What Does Your Profile Photo
Say About You?
• Does it look like you? (in other words, is it
current?)
• Is it professional? Or at the least, not
UNprofessional?
• Is it friendly? accessible? relatable?
• Does it appeal to your target audience?
• Is it a photo that you‟re okay with having
seen publicly?

47. How Personal is Your Profile?
• Not everything you post needs to be
private; what can potential clients learn
from your public Facebook posts?
Image courtesy of jannoon028 at FreeDigitalPhotos.net

48. You Can Go Public
Without Giving Up Your Privacy
Use the options Facebook gives you to
create a Public Profile within your personal
profile

49. You Can Go Public
Without Giving Up Your Privacy
• You can also go
back and edit
past posts to
optimize your
profile – try
going back 1
month or so.

50. How I Go Public
Public Kept Private (Friends Only)
• Recipes • Photos of family,
• Photos of food, vacations, personal
Atlanta places, occasions, etc.
things to do
• Check-ins (most)
• Funny (but
appropriate) • Anything else I would
• Links to my blog not be comfortable
posts with a stranger
• Things that brand knowing
me, i.e., bacon 

51. Social Objects
What do people think of
when they think of you?

52. Julie Beall
Put This On Facebook
1,000 pairs of shoes donated…and delivered

53. Harvesting the Information at
Your Fingertips

54. Letting Facebook Do the Work
For You
From Raziel Ungar ~ Burlingame, CA
• Clients‟ hobbies, interests
• What you see on Facebook + how
well you‟ve gotten to know them
• Sharing articles, books, points of
interest
• An excuse to get in touch

55. Harvesting Facebook for
Client Information
Birthdays & Anniversaries

56. Harvesting Facebook for
Client Information
Facebook gathers useful
info for you!
Timeline-style page
(above); old page style
(right)

57. Facebook:
Your Blog‟s Best Friend
Add the “Like” button to your website
to link your Facebook Business Page to
your site:
http://goo.gl/aZbXf
 Integrate your page with your
website: links to blog posts,
website pages, etc.

58. Prospect Searches

59. New Prospects? Check „Em Out!
• Search by name and/or email address
• View as much of your prospect‟s profile
as they have made public
• Send a message via Facebook

60. When a New Prospect Comes In
• Search for and view profile
• Learn what you can about
• Send a message via Facebook
introducing yourself
– If you usually email a prospect (i.e., an
Internet lead), why not also send a
brief message on Facebook?
• Encourage them to view your profile (not
necessarily friend you) – they‟ll see your
public posts!

61. Facebook Graph Search
Waitlist for Graph Search:
http://facebook.com/about/graphsearch

62. Avoiding the Facebook Faux Pas

63. Your Facebook Profile is Not
Meant To Be For Business
But don‟t take my word for it…ask Zuck:
“You will not post unauthorized commerical
communication (such as spam) on Facebook…
You will not use your personal timeline for your own
commercial gain.”
Facebook Terms of Use: www.facebook.com/policies
Facebook Pages Terms:
www.facebook.com/pages_guidelines.php

64. How To Talk Business
On Your Facebook Profile
Think 80/20
Social is the name of the game
When in doubt, leave business out
Okay: Not Okay
• Links to your blog posts • Posting your listings &
• Check-ins at your office open houses
or at a closing • “Are you thinking of
• Congratulating a client – buying a home…” posts
if they‟re okay with it • Anything that even
slightly resembles spam

65. Video
Just Do It

66. If You‟re Not Making Videos…
What Are You Waiting For?
• Face-to-face redefined
• YouTube - #2 search engine
• Embed into your blog
– Use as a mini-Vlog to correspond to a
longer blog post
• Answers FAQs
• Build trust

67. Google and YouTube
November 2006 – Google
buys YouTube
October 2008 – YouTube
reported as #2 search engine,
surpassing Yahoo!

68. Where Should Your Videos Be?

69. Consumers and Video
• Increase length of time they‟re on
your site
• Increase your likelihood of being
found
• Build trust and credibility
• Help potential clients feel like they
know you

70. Video:
Face-to-Face Redefined
• How are you
already using
video?
• Where can you use video?
• How can you make it personal?
Image courtesy of Ambro at FreeDigitalPhotos.net

71. Video on the Go
• Video previews – FaceTime / MiFi
• Video during showings
• Video for listings – beyond the virtual
tour
• Neighborhood videos
• Closing video
• Photo slideshow – scared of video?

72. The Birthday Video

73. The Personal Contract-to-Closing
Facebook Group
• Secret Facebook group for you and your
client
• Post video messages and reminders
every step of the way
• Better than a phone call because they
can replay
• Great with more than one person in the
transaction – they each get the same
message

74. Video Apps
iMovie SocialCam
Videolicious
Tout Animoto

75. Video Tools
Gorilla Tripod
joby.com/gorillapod
iStabilizer – to attach
your smartphone to a
tripod, monopod, etc. iStabilizer Monopod
www.iStabilizer.com www.iStabilizer.com

76. Photo Tools
Olloclip.com

77. Google+

78. 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!

79. Google+ Public Posts
Make your
posts public

80. Hootsuite
• Manage Facebook, Twitter, G+,
Foursquare, LinkedIn, Wordpress, MySpace
– all from one dashboard
• Schedule tweets & updates
• Save time

81. Hootsuite

82. To Blog or Not To Blog:
Is There Really Any Question?

83. If you haven‟t yet started blogging for
your business…
WHY NOT?

84. What Should I Blog?
Content is King

85. Local Market Stats
Photo credit: “Central Scottdale [sic] Real Estate Market” by athomeinscottsdale on Flickr.com

86. Local Dining

87. Local News

88. Local Events & Things To Do

89. Buyer and Seller Tips

90. DIY Home Tips

91. Photos and Videos

92. YOU!
Photo credit: “Who Are You?” by adewale_oshineye on Flickr.com

93. Guest Bloggers
• Partner with other local experts in
related fields
• Student interns (also great for
photography + video blogs)
• Realtors in similar (but not
competing) markets – link-backs!

94. Keys to Blogging Success
• Put a (written) plan in place
• Keep a running topics list / notebook
• Know your target audience
• Write ahead
• Identify guest bloggers
• Be creative
• Keep it fun – for you & your readers
• Stay consistent

95. More Cool Tools

96. Awesome FREE Website Tool
http://marketing.grader.com

97. Fiverr – Cheap Stuff
Have $5 to spare? You could get:
• Professional voice-over
• Cool, graffiti-style portrait
• Say anything you want in an Irish accent
• And so much more!

98. Gliffy – Flowcharts Galore
• Create
flowcharts and
diagrams
• FREE 30-day trial

99. SurveyMonkey
• Create surveys, track results
• Collect client data
• FREE accounts

100. PicMonkey
• FREE online photo editing
• Make collages
• Add text, etc.

101. Jing
http://techsmith.com/jing.html
• Screen capture on steroids! FREE!
• Take screenshots (stills)
• Record screencasts (videos)

102. KeepVid
www.keepvid.com
• Download
videos
from
YouTube
• No need
to keep
huge
video files
• FREE!

103. PDF Converter
www.freepdfconvert.com
• FREE online PDF converter
• Keeps links in tact (for uploading to your
website)
• Downside: only 1 convert/30 minutes (with free
service)

104. Q&A

105. Find This Presentation Online
www.mauraneill.com/nomar2013
Photo credit: “Computer mouse, mousepad, hand” by Si1veryon Flickr.com

106. Connect: about.me/MauraNeill