Matthew Rathbun shares about online marketing for real estate agents in 2019

1. MatthewRathbun
ABR, CIPS, CRB, CRS, ePRO, GREEN, GRI, MRP, SRS
#LeadGenonline marketing

2. Hi, I’m Matthew…
@MattRathbun | TheAgentTrainer.com
#Broker
#Troublemaker
#Storyteller
#BrandFanatic
#Geek

3. We’re Gonna
Go Fast!

4. Your Brand
Agent Financial OfficerMarketing OfficerCEO

5. YOU NEED TO KNOW
YOUR AUDIENCE

6. Consumer
Personas

8. NAR
Profile
of
Buyers
and
Sellers

9. Realtor
Property
Resource
narrpr.com

10. glamorous/glam
glorious
good flow
gorgeous
graceful
grand
grandiose
Handsome
harmoniou
eworld char
open
original
ornamenta
outstandin
oversized
over-sized
overwhelmi
Handsome
harmonious
healthy
historic
Ideal
imaginative
impeccable
incredible
inexpensive
innovative
picturesque
plush
posh
practical
premium
prestigious
lovely
w maintenance
lush
luxurious
luxurY
Magnificent
majestic
manicured
massive
masterpiece
mature
memorable
meticulous
modern
odern elegance
modest
Nestled
incredible
inexpensive
innovative
inspiring
intimate
intricate
investment
inviting
irresistible
ornamental
outstanding
oversized
over-sized
overwhelming
Paradise
3,104 ADS ARE SEEN EACH DAY

11. DON’T JUST BE ANOTHER AD

12. BE CREATIVE AND HAVE FUN!

13. The Clone Era Has Ended

14. The
Human Attention Span
is 8 seconds…
1 second less than a
goldfish

15. Google’s Zero Moment of Truth

16. LIFESTYLE CONTENT MATTERS

17. IS YOUR CONTENT: • USEFUL
• RELEVANT
• SHARABLE
• MOTIVATIONAL

18. • Videos
• DIY Guides
• Social Media
• Photos
• Blogs
• eMail Campaigns
• Blog posts

19. Paid vs Free
PAID “FREE”
LeadGen Sites
Give Aways
Websites
Digital Ads
Print Ads
Aggregators
Social Media
civic
involvement
Videos
Free Sites
Content
Marketing
SOI

20. Your Website

21. 96%Real Estate
Clients Use
The Internet
55%Buyers Start
on Agent Site
78%Clients Visit
More Than 1
Site
75%Judge A Business
By Their Site
WHY WEBSITES MATTER
69%Clients Start with
Local Terms
52%Of All Engagement
Starts with a
Local Search

22. Build your analog and
digital sphere of
influence

23. Connect
with Your
SOI

24. Storytelling

25. HUB AND SPOKES
(everything points back to your website)

26. placester.com/NAR

27. WUFOO

28. MailChimp

29. SLIDESHARE

30. Hubspot email Signature
hubspot.com/email-signature-generator

31. CamCard

32. CRM

33. WiseAgent.com
$29/month

34. •Write in the First Person
•Tell a client your story, as well as theirs.
•Long and Short Version
•Awards and Experience?
•Save as a document
•Refresh once per year.
Your Bio

35. You’ll Need 3
Bios…
• Social Bio
• Short Bio
• Full Bio

36. Social Profile

37. Short Bio

38. Full Bio

39. Grammarly

40. Profile Photos

41. Mastering
Aggregators
• Complete Profiles
• Complete Bios
• Update Headshot
• Solicit Reviews
• Use Agent Tools
• Connect to Social

43. Share
and
Engage

44. What do we share?

45. coschedule.com/headline-analyzer

46. Canva.com

47. Personal
Brochure
[Canva rocks!]

48. StockSnap.io

49. Facebook Ads

50. Instagram Stories

51. google.com/PlacesForBusiness

52. HootSuite

53. DIY Network Groups
•Lunch Meetings
•Pick Lifestyle “Connectors”
•Common Landing Page Like Google Groups

54. groups.google.com

55. Meetup.com

56. FSBO
Packets, Sites
and
Conversion

57. FSBO Engagement Packet
Cover Letter Basic Market InfoDocument Summary
NAR RPR Reportresume Buyer Search Info

59. cvmkr.com

60. video

61. spark.adobe.com
Adobe Spark Video Editor

64. All you need
is your
smartphone

65. Vid Tips
• Keep it under 90 seconds
• Use music
• Tell a story
• Have a call to action
• Be personable
• Be funny
• Don’t suck

66. Video Ideas
• Neighborhood Tours
• Client Interviews
• Product Reviews
• Lifestyle Information
• Home Tours
• Home Inspections
• Vlogging

67. Write
Articles
• HOAs
• Newspapers
• Other Businesses

68. Community
Newsletter

69. Handwritten Notes

70. AgentDesks

71. HomeSnap

72. google.com/alerts

73. interviewing leadGen vendors
•Term of Agreement
•month-to-month is better
•Get References
•Referral / Affiliate Program
•Interconnectivity of other tools
•Platform costs and add-ons
•Exclusive territory?
•Best price

74. interviewing leadGen vendors
•Never say yes on the first call
•Don’t get trapped in “special pricing”
•Training
•self-paced
•one-on-one
•added cost?
•Interconnectivity of other tools
•Does the tool fit in with your current marketing plan?

75. Evaluating
Effectiveness

76. evaluating effectiveness
•What was the expectation
•Was expectation reasonable
•Did the resource bring a 30%+ ROI
•Agent’s time + expense = investment
•Has everything been done to maximize results
•Does resource still fit into marketing plan

77. Experiment

78. You Need
A
Plan

79. Thanks for your time!
That’s Jett
Facebook: /mattrathbun
Twitter: @mattrathbun
Instagram: @matthew_rathbun
TheAgentTrainer.com