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Given at Falmouth MLS Tour. January 25, 2012. Thanks to all for attending and being so interested and involved.
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With Patrick T. Maddigan, Esq.
Online Tools For Success In Real Estate
Real Estate & The Internet
Learn about tools that can:◦Grow & develop your brand◦Serve multiple functions: Marketing Public Relations Customer Service
Cost = FREE
Why We’re Here
Social Media Excuses
Too much time Too hard I don’t get it It’s annoying and I
don’t care what others have to say
It’s for kids Not worth the effort I’m broke I don’t think it works Privacy!
94 % of home buyers used the Internet to search for homes in the past year. 74% of new non-referral business derived from digital marketing. Only 7% of buyers and sellers will check the papers or magazines for exclusive real estate information.
(Source: 2010 National Association of Realtors Profile of Home Buyers and Sellers)
Real Estate on the World Wide Web
o Research RE Agentso Search on Google or Facebook, do they find you? What
impression does it create and leave?o Control your online image
o Info on where they live & want to liveo Social media is a fast and easy to share news sourceo Potential clients expect valuable free info from Agent’s SM
siteso Help others make decisions:
o Share what is of value!
How RE Consumers use the Internet:
Difficult to force feed today’s consumers:◦ Over 300,000,000 US Citizens… over
200,000,000 on FTC do not call list FTC, July 2010
◦ 86% of people skip TV ads by flipping or DVR The Guardian, Aug. 2010
◦ Nearly 50% of direct mail never opened EPA.gov, Nov. 2010
Stop interrupting what people are interested in and BE what people are interested in!
Reaching These Consumers:
Static websites lack power of hyper-local blogs and social media:◦ Inbound Marketing: Dynamic way to connect
and communicate with prospects through posts comments… relationship marketing!
◦ Blogs and social media are more cost-effective than websites: only expense is time & content.
◦ Ability to stay in front of clients minds with timely communication
◦Who searches for names?
The Real Estate Website Is Dead
Google & Search
88,000,000,000 monthly searches on Google worldwide, and growing…
20% of searches are for local businesses 75% never scroll through first page 70% of clicks are on organic results
◦ Google, April 2010 BUT Google is much more than just a search
engine
Working with Google
Google+ Profile◦Google’s “privacy control” version of Facebook.
◦Works with Search and +1 button◦Personal Pages and Business Pages◦With new Search adjustments, Google+ becomes HUGE.
Working with Google
+1 Button by Google Think Facebook Share/Like button
◦ Basically a digital way to say “this is cool - check it out!”
Integrates with other Google products, Like Google+
Combines with Search & Google+ to give a public stamp of approval to a article, item or site.
Working with Google
“Business Listing”◦ Google is the new Yellow Pages. ◦ Google Places listings are free◦ Powered by location specific searches
With work can be a sneaky way to get on the first page of Google
Get “on the map”!
Working with Google
Google Alerts◦ Free “research assistant” searches for new
links Choose topics and keywords Choose to receive results as frequently, or
infrequently, as you would like. Research, find information, topical
articles to share, online leaders in your field
Working with Google
Key is still Search! Ultimately…
◦Keyword rich content = search engine love
That’s why Google loves blogs! And Google has now learned to love social media◦Be found in search engines for (& on)
your own terms
Working with Google
Blogs
• Choose A Blog Platform: Wordpress
Inexpensive. Greater need for technical knowledge to set up, if you do-it-yourself
Tumblr Great starting blog platform
Blogger Another greater starting point by Google
◦Use a unique URL! www.lifeonthecape.com www.falmouthcapecodhomes.com Avoid using the blog URL- will need outside web
hosting
First Steps for Blogging
Hyper-Local◦ Concentrate on a “niche” area◦ Competition is strong on national, regional, state-
wide level BUT with time and effort, you may be able to rank
high for key search terms for a town or towns Find your voice
◦ What you choose to write about is up to you, but real estate doesn’t have to be the only subject Area schools, sports, restaurants, in addition to and
in conjunction with, listings and real estate news You are the Expert
First Steps for Blogging
Social Media
Remember: Social Media gaining in importance in Search Engine results◦ Links shared by FB friend/Twitter follower show in
search results◦ Lends credibility to you, your content, and the link
destination Critical: social media sharing buttons.
Encourage visitors to promote and share content Keyword strategies: be aware of how you are
wording your social media messages by using keywords
Optimize Social Profiles: ◦ same way you would optimize your web pages for page
titles & keywords
Search & Social Media
• Inbound communication channel for your customers and clients to speak to you; add to and enhance your customer service
• Personal and business relationship building- in the way the NEW generation of buyers are comfortable
• Promote company news or your listings with text, photos and videos
• Pump content into your fans’ newsfeeds and friend updates. That’s access to 700+ million users; nearly 60 million daily users!
• Allow easy sharing of your content to an audience larger than your base• YouTube, Twitter, splash pages…
Facebook & Real Estate
Why have a Facebook Business Page?
• Get found by people who are searching for your products or services• Connect and engage with current and potential customers • Create a community around your business• Promote content you create, including webinars, blog articles, or other resources• Free! used by businesses of all sizes… like:
Key Elements of a Business Page
How? Facebook Basics
• Create Custom “Splash” Pages & Tabs: • Give non-fans a reason to hit the “Like” Button -
Welcome them with a custom page!• Tailor tabs directly for your needs. Custom tabs
can be hyperlinked images to your website or blog, Opt-In boxes for your Email newsletter, and more.
FB: Essential Tools, Tips & Applications:
Vanity URLs• Pages able to garner 25+ fans can claim a
vanity URL • Easier to find and share your Page address! • E.g.: www.facebook.com/YOU
FB: Essential Tools, Tips & Applications:
Ads! • Highly targeted, location specific Ads • Augmented with Ad Metrics • Location and gender info• Profile demographics, interests and “likes”• Impressions, clicks, and more- all presented in tables
and graphs
FB: Essential Tools, Tips & Applications:
o Customize your Facebook business pageo Custom features can set a fan page aparto Allows for lead capture, enhancing online reputation,
streamline & reduce time costso Promote the page to your connections o Use personal Facebook page, emails, phone calls, email
signature, etco Need to get 25 fans
o Post useful information on a consistent basiso This can be once-a-day, or once-a-week. There is no set
formula o “Sharing” other people’s content on Facebook is easy
AND gets you promoted to their connections.
3 Steps to Facebook Success
Best Practices Facebook Takeaways
Micro-Blogging that supports your blogging ◦ 140 characters; share content, news and more◦ Little words that go everywhere
Blog/Facebook/LinkedIn & more
Potentially Powerful!◦ Twitter has the power to start movements and
draw massive attention to & from huge audiences◦ Your content, if timely and well crafted, can
reach many and gain you “klout”
Twitter Tips:
Realtors are starting to realize benefits of Twitter◦Tweet hot topics such as recent industry
news◦Tweet area real estate developments◦Tweet your blog posts: seamless integration.
Reach those you want and those who want to hear what you have to say
Hear what others are talking about Join the conversation!
Micro-blogging in 140 words or less
Twitter Etiquette◦ Follow back… if you are interested. It’s quality
not quantity with followers and with tweets!◦ Don’t take it too seriously and be nice◦ Share ideas, links, news or information that your
followers will find interesting◦ Thank those who “RT” your content! They’ll
thank you for doing the same. Leave room for them if you can
Twitter Use Tips:
•Step 1: Get to 100% •Add Your Blog to LinkedIn•WordPress App on your profile helps drive traffic and show your expertise.
•SEO tip: ◦use the links in Additional Information to highlight your webpage and blog!
LinkedIn Tips:
Use hidden “Skills”◦ Certifications, Skills, Languages, and more
Use Search to find potential clients and business partners◦ Most effective ways to gain business value from Linkedin
is to find potential clients and business partners. ◦ Linkedin is the ultimate in search specificity, by company,
by geography, by name, by job title, etc. Give testimonials to get them
◦ Testimonials and recommendations are very helpful to have on your profile.
◦ To get testimonials, use Linkedin to give them to people you’ve worked with and who have done a great job for you.
LinkedIn Tips:
Join Groups◦ Promote your expertise, blog content and skills to
people you already have something in common with!
◦ Alumni groups ◦ Athletic teams ◦ Professional or Industry groups ◦ Passions, hobbies & interests◦ Use as discussion forum for specific interest
groups. ◦ Be an active poster , try to answer questions and be
helpful. Same is also true of the Linkedin Q&A section. Post sensible answers or pose sensible questions and
you’ll develop a reputation for knowing what you’re talking about.
LinkedIn Tips:
Showcase presentations & add video• Video must be on YouTube for it to
work; adds a nice touch. • Use Slideshare.net app
LinkedIn Tips:
Managing the Online ConversationGet involved efficiently & intelligently.
• Use both to succeed!◦ Use Blog Content For E-Mail Marketing
Campaigns. • Constant Contact • Mail Chimp
• Expand your e-mail list with blog subscribers.
Email Marketing & Social Media
Video Blogging• Our Industry is headed in this direction• Lends itself perfectly to Real Estate, a
“visual” industry• YouTube 2nd largest search engine on the
web• Branding opportunity with a YouTube Channel
• Home and/or Neighborhood tours, customer service, industry updates or just sharing cool content!
Vlogging?!
UsingVideo
• Share videos on Linkedin, thru Twitter, and on Facebook
• Create a branded YouTube Channel• Incorporate your videos where they’re most
likely to be seen and shared:• Your Facebook Business Page
Fun With QR (Quick Response) Codes
