Irresistible Real Estate Marketing (and Selling) Ideas

E M I L Y C I N G R A M
O C T O B E R 2 8 , 2 0 1 4
Irresistible Real Estate
(and Selling) Ideas

Legal Mumbo Jumbo
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Logistics
 Introduction
 Rules
 Expectations
 Breaks
 Food
 Facilities
 Preoccupation
 Engagement
 Special Needs

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

Course Objectives
 Determine customer needs.
 Target specific market groups.
 Discover physical marketing strategies.
 Identify technical marketing tools.
 Have fun!
 Enjoy lunch.

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

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.

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/

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.)

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…

Gain: Smaller Home
• Optimized storage
• Optimized work surfaces
• Raised ceilings
• Outdoor living spaces
• Multiple-use spaces
• Using natural light
• Built-ins
• Less time spent cleaning!

Drive Traffic to Listings
 Powerful listing flyers
 Property "business" cards
 Open house

Keep in Touch
 Just listed / just sold post
cards
 Anniversary / Thanksgiving
cards
 Newsletter

Think Outside the Box
 Discovery cards
 Market to FSBOs
 Market to expired listings
 Networking groups

Expand Your Horizons
 Data mining
 Neighborhood information
 Show the possibilities

Customer Relationship Management

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

Why is CRM Important?
 Efficient use of time
 Customer expectations
 Tasks easily remembered
 Work / life balance
 You look smart!

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

Build Your Database
 Traditional prospecting
 Personal sphere of influence
 Past clients
 Prospective clients

Manage Your CRM
 Enter conversations / email
 Follow-up dates
 Run reports
 Send email / snail mail
 Drip email marketing

Bulk Email
 Directly within CRM system
 Free: Mailchimp, Outlook
 Cheap: Constant Contact
 Expensive: Top Producer, Market Leader

CRM Best Practices
 Find contacts on social media
 Ask for permission
 Understand CAN-SPAM
 Avoid spam filters
 Subject lines
 Limited email contact

Why It’s Important
• Establish yourself as a SME
• Target readers that are potential clients
• Branding
• Build traffic

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/

Drive Traffic
 Online advertising
 Search Engine
Optimization
 Organic sources

Best Practices
 Contact information
 Great site design
 Responsive design
 Visitor registration
 Photography / video
 Integrated blog
 Google analytics
 Unique content

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

How They Work
 List homes for sale (or not)
 Pay for exposure
 Rules (charges) change
 Leads aren't vetted
 Jefferson County closed

Realtor.com
 Fed by the MLS
 #AccuracyMatters
 Poor market share
 Complete your profile!

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

“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/

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.

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

Getting Started
 Professional image / profile
 Privacy settings
 Acquire friends / fans
 Start posting
 Engage
 Mix it up

Using Facebook Effectively
 80% / 20% rule
 Provide value
 Variety is best
 Filch material

Facebook Best Practices
 Integrate
 Educate & inspire
 Practice
 Maintain consistency
 Differentiate yourself

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/

How Does it Work?
 Virtual Rolodex
 Professional network
 Online business card
 Connections
 Introductions
 Largely free
 Groups & jobs section

Getting Started
 Be secretive
 Professional photo
 Optimize heading / title
 Custom URL
 Write a killer summary
 Be unique
 Add experience, education, volunteer work

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/

LinkedIn Best Practices
 Be selective
 Be a groupie
 Be stingy
 Write personal notes
 See other people
 Re-order
 Procrastinate

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

How Does it Work?
 Rolling conversation
 140 characters
 Followers
 No algorithms
 @MickeyMouse
 #MinnieIsCute

Getting Started
 Pick a user name
 Design a compelling background
 Complete your bio
 Follow targeted accounts
 Learn the basic language
 Tweet once per day

Using Twitter Effectively
 Network locally
 Add value
 Leverage the #hashtag
 Use @mentions
 Leave room for RTing
 Credit the source

Twitter Best Practices
 Get personal
 Be a good Twittizen
 Choose carefully
 RT intelligently
 Utilize search.twitter.com
 See what's trending

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

Social Media Rules
 Exercise in branding
 Network as you do IRL
 Watch your language
 Be lazy
 Maintain consistency
 Include in ALL marketing

Why Are Tools & Apps Important?
 Perform tasks
quickly and
conveniently.
 App use in 2013
posted 115% year-
over-year growth.
 Apps drive
engagement.

Social Media Management
 Hootsuite
 everypost
 SocialBro
 Twitter Analytics
 boardreader
 Topsy
 Bitly

Home Design
 Houzz
 snapshop showroom
 Paint Tester
 Magic Plan
 Floor Plan Creator
 Lowe's Virtual Room Designer
 Gladiator Garage Works

Move That Listing
 Virtual Staging Solutions
 Visual Stager
 VisualTour
 Videolicious
 VoicePad

Photography Tools
 Self help
 Exposio
 Ribbet
 PicMonkey
 Camera+
 ProCapture

Productivity Tools
 Open Home Pro
 Docusign
 Docusign Transaction Rooms
 Evernote
 Any.do
 Drop Box
 Homesavvy

Five Cs of Effective Real Estate Marketing
 Content driven
 Creative
 Concise
 Consistent
 Connected
Source: http://blog.zurple.com/the-five-c%E2%80%99s-of-effective-real-estate-marketing

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