3.19.24 Urban Uprisings and the Chicago Freedom Movement.pptx
New rules-of-real-estate-marketing audio
1. The New Rules of
Real Estate
Marketing
How to Get Noticed and
Get Clients in Today’s
Noisy World
2. Todays Agenda
Let’s Get Real
It’s a Noisy World
The New Rules of Marketing
The Science of Content Marketing
Four Types of Business Boosting Content
Nine Ready to Use Content Ideas
1
2
3
4
5
6
3. Lets Get Real For A Minute
• Is Social Media going away?
• Are you in it with both feet?
• Are your referral partners in it?
• Can it bring you more business?
• Is it the new database management?
• Is it a party or business? (You can go to all the Parties)
6. FREE Weekly
Online Agent Mastermind
Past Classes
Video Marketing with YouTube!
Get out of your email and save 30+ minutes a
DAY with GBOX Zero
Learn How to Trick Out Your Marketing
Materials!
What are you Doing to Not be Forgotten and
Boost Future Business?
Exactly How to Generate Leads and Sales from
a Facebook Business Page
Using LinkedIn to Build Your Real Estate
Business
2015 is Around the Corner...What Will You Do?
Building a Successful Social Business
Farming Your Database
7. Does the technology behind social media freak you out?
Success on social media comes down to one thing: The ability to communicate
content that is interesting to a community of people who might be interested in
what you have to say.
17. Setting Some Goals
• What are you trying to accomplish
• Past clients, their friends, family and co-workers
• Block out 10 minutes a day to engage and interact
• Past clients, current clients, go deep with them on a friendship level
• Drive more people to your website
• Build your brand
• Build your database (More people that know like and trust you)
• Generate leads
• Create Buzz
19. 1 Build Trust and Rapport
2 Attract New Prospects
3 Provide Solutions to Client Problems
4 Build Your Online Presence
Benefits of Content Marketing
22. The Science of Content
Marketing for Real Estate
In Five Easy Steps…
45. • Memes don’t require graphic design skills.
• Meme Generator and Quick Meme are sites that allow you to
add your own text to popular meme images.
• Memes may not be the best type of content to share on your
blog, but they’re primed for social media outlets. Twitter,
Stumbleupon, Pinterest, and Tumblr (especially Tumblr) will help
your meme to spread.
• Memes are just-because content. When the mood hits or a funny
idea strikes you, go ahead and meme it.
Easy To Make
46. Things To Keep In Mind
• They are adaptable. The great thing about memes is that
they can be adapted for use in any niche.
• Your niche is neither too narrow nor abstruse to warrant
its own meme.
• They can be low value, so don’t overuse them.
• When misused, they can devalue the message or brand
that you’re trying to promote.
48. 1. Why Should You Use an Agent To Sell our Home?
2. Loan Application
3. Fresh Start Loan Program
4. Home Inspection
5. Investor Advantage Loan Program
6. Jumbo Advantage Loan Program
7. Stated Income is back! Loan Program
8. Selling your home: Maximize its appeal to maximize
your offers
1. Part 1: Curb Appeal
2. Part 2: Clean, Clean, Clean
3. Part 3: Lighting your house
4. Part 4: Low cost ways to update your home
9. • Part 5: Extra touches
10. Why Should You Use an Agent to Buy Your Home?
11. Loan Process Start to Finish
12. Low Ball Offers: Buyers beware!
13. Buying a home Start to Finish
14. Selling a home Start to Finish
15. Get prequalified before you shop for a home
16. Appraisal, what is it and why do we need it?
17. Inspection Period for Sellers
18. Inspection Period for Buyers
19. Close of escrow, signing , and funding date, what is the
difference?
20. Do you need downpayment assistance?
21. Foreign National Loan Program
22. What to expect at the closing table
23. Top things to consider when choosing your agent (for
sellers)
24. Top things to consider when choosing your agent (for
buyers)
25. Back To The Basics: Conventional, FHA, USDA, VA
Loans
26. Transaction Management (for Buyers)
27. Transaction Management (for Sellers)
52. Youtube facts and figures
• 3rd most visited website according to Alexa
• 2 billion views per day
• It handles 10% of the internet’s traffic
• Average YouTube user spends 900 seconds per day
• 44% of YouTube’s users are aged between 12 and 34
• Over 829,000 videos are uploaded every day
• Average video duration is 2 minutes 46 seconds
69. • Facebook - If you are in a business that has a database
and is relationship-based. For example, chiropractor, car
sales, real estate agent, loan officer.
• Pinterest - If you have a tangible product, such as coffee,
picture frames, pottery, housing.
• Twitter - If you are in a relationship-based business but
do not have the database yet.
• Youtube and Google+ - If you are trying to be higher up
in search engines when someone looks for a business.
Which social media site is best for me?
70. Seriously?
• So you should be involved in and managing
• Facebook
• Twitter
• LinkedIn
• Google +
But you forgot about Pinterest and
• I run a Real Estate business not a social media company. There is no
way I can manage all this, I don’t even have an extra hour a day!
75. Prepping For Your New Routine
• Get setup on all the networks you would like to cover
• Twitter Account
• LinkedIn Account
• Facebook Personal
• Facebook Business
• Facebook Group(s)
• Pinterest Account
• Google +
• When setting up your networks make sure you include the following
• Photo and/ or logo
• Links back to your website
• Content about you and your company
Ask or have your assistants and partners set up accounts to help promote you!
76. Have You?
• Made a list of everyone you know
• That knows, likes and trusts you?
• Friended, Connected and Followed them
• On Facebook
• On LinkedIn
• On Pinterest
• Twitter (The Younger Crowd)
• Touch them on a monthly basis
• Email
• Facebook
• Hand written post card
• LinkedIn
• Text
• Tweet
77. Daily Success Rituals
• 10-15 Minutes of positing on all social media sites. Facebook,
LinkedIn, Pinterest and YouTube Through Hootesuite.
• Like clients and friends pictures and posts
• Comment on your friends, current clients and past client posts (Be
Their Friend)
• Private message 5 people a day just to say hello (Friends, past
clients, current clients)
• 5 handwritten post cards a day, reach out and touch your past
clients
• Tip of the week video every Wednesday
78. Every Tuesday 10 AM!
• FREE Live Online Real Estate Training
• Last 8 Class recordings and powerpoints.
• We will help you put your Video plan in
place
• Private Facebook group
www.facebook.com/groups/agentmastermind
79. The magic formula to social media success:
• Know who you are
• Know what you have to sell
• Know what's happening in your industry
• Know who your customer’s are
• Know what your customers want
• Have information they might find interesting
• Share some content
• And listen listen listen!
Hinweis der Redaktion
As our way of thanking you for attending today, we have a 3 free gifts for you. It’s a Done For You eBook Template. “The Ultimate Guide to Buying a Home in 2015
An entire years of Free Video Recording for you Video Blogs/Marketing 2015. It’s a great way to jump start your content Marketing. Share it on your website, blog Social Media, eMail and more.
Free Access to a Weekly 45-60 minute Online Mastermind class that will continue to enhance your knowledge to increase your production, make more money, to help you find more buyers and sellers in 2015 and keep you on the cutting edge tools to make your life easier.
It will also enhance what I will be covering with you today. I’ll tell you how to get that and past replays at the end of our class today.
What if I were to tell you that you have everything you need already in order to have a successful company presence on social media?
Social media, whether it's LinkedIn, Twitter, Facebook, Pinterest, Google+, Stumbleupon, YouTube, Blogging, etc - comes down to one thing: The ability to communicate content that is interesting to a community of people who might be interested in what you have to say.
The following data and charts are from the 2012 Social Media Marketing Industry Report by Social Media Examiner. The report stated that 69% of marketers who were using social media as part of their marketing efforts increased traffic or subscribers to their websites, and 58% generated qualified leads for their business. That’s powerful!
By creating a solid social media routine, you can actually start reaping benefits for your business.
And in case you eventually want to move beyond the ten minutes a day program, there is a strong correlation between spending more time using social media tools and business growth.
According to the study, the majority of marketers (more than 63%) spend at least 1-10 hours a week using social media received lead generation results. Not bad!
Who agrees It’s become a very noisy world? Its no wonder “interruption” marketing is being replaced by
“permission” marketing. Consumers (that’s us) are choosing to drown out “the noise” and engage with
companies on our terms and via their preferred methods.
(SHARE PERSONAL EXAMPLE/STORY)
We’re bombarded with more interruptions than ever before.
We’re tired of all the noise, interruptions and lack of relevancy from companies.
Simply put. Content marketing is about having a two-way conversation, engaging people in a conversation relevant TO THEM vs. broadcasting your message via mass marketing.
With the “old rules” of marketing you spend most of your time prospecting, advertising and Promoting.
The “new rules” reverse that process. People now use the internet to search for homes, find relevant, useful content about buying selling, check your website, blog, online reputation etc.
They’re searching for info on specific areas, neighborhoods, tips about home buying and selling, properties, mortgage info and more.
We all know this right?
The first question to ask ourselves is WHY CONTENT MARKETING? Like any other marketing related activity, we need to establish some goals. Let’s take a look at what oes does for us.
Statistic and Research has shown …. People are just more likely to work with and engage with companies that are providing content
We already know that consumers today are tuning out broadcast, interruption marketing and because of technology, consumers are empowered to “tune-in” to the information that matters to them most.
Content marketing allows us to separate ourselves from the “noise”
providing a platform to reach consumers already online, seeing information and help with their home buying or selling transaction.
People buy from you when they KNOW, LIKE AND TRUST you. Content marketing enables that to happen.
The process for sharing your content is simple.
Post content on your website, blog and social media sites like Facebook, YouTube etc. This gets you found when people search for related keywords on Google, Yahoo, when they visit your website or blog you’re seen as an authority. This is how people find you online.
Share your content with your networks.
Enlist your Sphere of Influence to share your content. (If it’s relevant & good people will share it).
Sharing relevant content drives up your “authority status among search engines, your market, past clients and more.
Rinse & repeat. Content marketing is NOT a “one and done” approach. It’s a proven process when repeated – over time – produces results.
The takeaway here is with content marketing you build your authority status where most people are searching – online.
You’ll get more people looking at your website, blog, and social media and you’ll be seen as relevant to your market.
Let’s look at how to get started with Content Marketing for Real Estate in Five Easy Steps. Are you ready?
Step #1: Identify your target market. Question: Who Is Your Target Market? Everyone? “Buyers” “Sellers” It’s important because different clients have different needs, wants, desires, concerns and interests.
Would you agree that a first time homebuyer has different issues they’re concerned with vs. a vacation home buyer? Our content has to speak directly to our different targets. Make sense?
Here’s an example: Mark and Melissa. Take a look at some of the data from the NAR report on Mark and Melissa’s needs, wants and concerns. (Read some facts)
What types of content could we offer to Mark and Melissa to help them – and position us as the obvious choice? (Take audience input)
How many agree a 1st time Home buyer has different needs than a vacation buyer. (Source NAR Generational Trends Report)
Step #2: Attract your target market by providing relevant content that gets them saying: “Hey, that’s me!” They’re already searching for relevant information to help them navigate the home-buying/selling process.
Offering relevant content to your target market is like a lead magnet that captures their attention.
You’ll also do well in Google search rankings and social media providing relevant content to your target market.
Here’s an idea for a lead magnet! Offer a Free eBook – targeted at first time homebuyers, mapping out the do’s and dont’s, tips and helpful guidance frome the perspective of a first time home-buer néeds, wants and concerns.
Good news! You’re getting a free eBook Template just for attending today!
You could also do a blog post, video, article – anything. Does this make sense?
Step #3: Once we have our target market, we’ve got some relevant content as our lead magnet, it’s now time to…
Capture!
Our goal is to engage people in a conversation. We need to communicate our value and share our content.
In today’s online world its important we have a way to capture people’s information so we can engage. Email is still the #1 way people share content – even more than Social Media.
Online via our website and social media it’s easy to capture people’s name and email address with a lead capture form.
Here’s an example of a very clean, simple opt-in form offering a Free Marketing Snapshot.
It offers valuable content in exchange for a name and email. Simple and effective.
Here’s another example of a very clean, simple opt-in form offering a Free CMA.
It offers valuable content in exchange for a address then it will ask for name and email. Simple and effective.
Here’s an example of what NOT to do!
Asking for too much information! It’s not an interrogation.
We want to lower the bar of resistance by just asking for the basic information so people can get access to the content they’re interested in.
If you’re offering content that’s relevant, timely and helpful to your target audience, people will generally have no problem sharing some basic information to get access to your unique content. It’s an exchange of value. Their email address and perhaps some other basic info in exchange for your free eBook, video, tips, free reports etc.
When people complete your web-form, they go right into your CRM or email autoresponder. They key is to only ask for what’s really needed to begin engaging. Typically that’s a name and email address. Asking for a phone number is optional and worth testing.
Want more info on how to quickly and easily create lead capture pages in just minutes?
Go To: www.LeadPages.net
It’s quick, simple and can be used anywhere on your website, blog, social media and more.
#4: NURTURE! One of the more challenging parts of real estate is converting leads to clients. Sales cycles can be long and in the “new rules” of marketing, blatant selling and pitching is a turn-off. Now we want to take care of our garden of leads by nurturing them with plenty of sun, water and TLC. How?
You’ve captured their email with your landing page & web form. Consumers love lists, tips, market statistics, research on local schools or neighborhoods, local favorite dining and entertainment hot spots, good deals, and more. They’re expecting good things from us. We nurture leads by providing on-going, relevant content for each target market. You share this content primarily via email, Social and your website.
Companies who excel at lead nurturing generate 50% more “sales ready” (more likely to buy from you) leads at lower costs! (Source: Forrester Research)
Step #5: We’ve reached our final step.
CONVERTING! At some point, after getting to know you, and trust you through because you’ve invested in nurturing your leads, people will offer up buying signals that they’re ready to move forward and talk on the phone or meet in person. The next steps of course depend on each situation but ultimately our goal is to move people along to either a listing appointment, buyer pre-approval and ultimately being SOLD! With a smart content marketing strategy, they’ll be SOLD on us as the obvious choice for their real estate needs.
So let’s re-cap and take a look at the process step-by-step.
STEP #1) Identify your Target market. Get Found via your website, blog, social media and sphere of influence. STEP #2) Attract your target market with relevant content. Think problem solving content. STEP #3) Capture: To engage in a conversation, you have to capture peoples information like email so you can move to STEP #4) Nurture people along the journey. Build trust. Differentiate. Become a destination point online (and off) for helping your target market conduct research and learn from you about buying or selling a home. STEP #5) Convert. Ask for an appointment. Present. Get a listing contract or buyers agreement.
Let’s take a brief look at four types of content that consumers love. The good news about these four types is you can easily add them to your website, blog, and social media sites.
eBooks are a simple way to get started offering relevant content to your target market. The topic of your eBooks should can cover a wide range of topics from market conditions, to tips on how to sell my house for top dollar, how to prepare my house for sale it, buyer tips etc. And remember we’re helping you get off to a fast start with your Free eBook Template: The Ultimate Guide to Buying a Home in 2014. Is that awesome or what?
Information graphics or infographics are graphic visual representations of information, data or knowledge intended to present complex information quickly and clearly.
Here’s an example of an infographic showing existing home sales & prices for August 2014. As you can see, it make it very easy to visually ‘see’ and understand the data vs. having to read it via plain text. How many of you are familiar with infographics?
We’re wired to understand information better when presented as an image or video.
So where do you get Infographics done for you? Here’s two recommendations:
Fiverr.com: You can hire quality people for $5.00 per gig. Sometimes a bit more depending on the project but a great resource.
KeepingCurrentMatters.com A wealth of information for you to use with your content marketing.
By the way everyone will get a copy of this slide deck.
#3. You all seen Memes Right? MEAM
Easy to make… They’re Viral and funny. That’s one of the great benefits of memes — their humor. People love something that they can laugh at, share, and get a kick out of.
How to do it
Memes don’t require graphic design skills. Meme Generator andQuick Meme are sites that allow you to add your own text to popular meme images.
Memes may not be the best type of content to share on your blog, but they’re primed for social media outlets. Twitter, Stumbleupon, Pinterest, Reddit, and Tumblr (especially Tumblr) will help your meme to spread.
Memes are just-because content. When the mood hits or a funny idea strikes you, go ahead and meme it.
Things to keep in mind
They are adaptable. The great thing about memes is that they can be adapted for use in any niche. Your niche is neither too narrow nor abstruse to warrant its own meme.
Memes can be low value, so don’t overuse them. When misused, they can devalue the message or brand that you’re trying to promote.
#3. We’re all aware of the incredible growth of online video. Real estate video marketing accomplishes what no other form can; viewers can see properties, learn about neighborhoods, as well as hear endorsements from satisfied customers, without leaving their computers. As a result, video is an extremely effective marketing tool. Video is engaging, personal and very effective and converting.
By a show of hands…. How many of you are using video today?
Let’s take a look at the importance of video for your business.
Read the stats.
If your not using video you need to strongly consider using that for your business. If your not your competition is.
So the numbers speak for themselves. If you want to get found, video – and YouTube – is a proven way for buyers and sellers to attract and convert leads to clients.
Here’s a great resource for you that making shooting videos of all kinds super easy and fast.
Write this down: www.Videolicious.com
Videolicious! Check it out!
Ok so we’ve looked at video and infographics and ebooks as formats we can share content.
Let’s go a step further and talk about some ideas for content that attract our target market.
Here’s 9 “Ready to Use” Proven Content Ideas.Are you ready? Yes!
Answers to Common Questions.
Your customers have questions. Provide them with answers based on your real estate expertise, and you’ll gain their trust. Start by making a list of every question you’ve been asked by customers. Once you’ve got a sizable list, offer your professional opinion on each and every question in its own blog post.
How to Tips.
It’s been said that if you can’t teach a subject or idea, you don’t know it well enough. (YOU) Real estate agents have a wealth of practical knowledge on everything from home decor to personal finances. By sharing this knowledge in educational step-by-step guides, you’ll provide instant value and show customers you’re someone they should work with. Be sure to include the phrase “How To” in your post titles!
Market Updates.
The “real estate market” is a slippery subject, and consumers are looking for a real estate agent who understands the current state of the business. Write about changes, trends, and breaking news in the real estate market. Offer growth statistics and break them down into analysis your customers can understand. Stay up to date and offer your opinion.
Market updates are great for infographics.
Client Stories.
Everyone loves a good success story. By offering consumers real-life accounts of the homebuying and selling process, you demonstrate that you understand their perspective and the challenges they face. Client stories also give you the opportunity to show potential customers how you’ll use your experience to overcome these challenges and deliver on your promises.
Local Reviews.
Public data and maps can only offer so much insight. When moving to a new and unfamiliar area, real estate consumers want the inside scoop on what it’s really like to live there. Reviews of local restaurants, businesses, parks, and culture demonstrate that you’re a local expert and active in your community.
Interviews
In addition to offering your own insight, you can give consumers a more intimate view of your community by interviewing other local experts and influencers. Check local publications to see who’s making news. Talk to school principals, city officials, successful business owners, local celebrities. Ask them what they think is so special about their community.
Neighborhood Overviews
Write an overview for each neighborhood or area you serve. What are the residents like (age, income, demographics, etc.)? What parks, businesses, and attractions are there? What are the schools like? What types of architecture are prominent?
Cover the three basic questions of “who,” “what,” and “where,” highlighting features most likely to pique readers’ interest.
Video Tours
Buyers often have a hard time envisioning themselves in a neighborhood or home. Video is a great tool for offering potential buyers an intimate and vivid experience of day-to-day life in one of your listings.
Grab your camera and start shooting.
Try to capture everyday moments and places that reveal the character of your community and listings: a Sunday drive down Main Street, perhaps, or afternoon light shining through the bedroom windows at one of your homes.
Question: Who here uses video? Virtual tours? Neighborhood news?
If you’re not using video, you’re missing out. Inman News says 85% of buyers/sellers want to work with an agent who uses video marketing. Only 15% of agents actually do.
Buyer/Seller Guides
Offering something to your potential buyers, for free, that they can hold in their hands and refer to when looking for a house works wonders. Provide downloadable guides with in-depth advice for buying/selling homes, explaining the process from start to finish. Put these guides behind lead capture forms so folks have to provide you with contact information to download.
And remember, we’re giving you a free eBook as our gift for attending to get you started!
Status Shuffle is a huge collection of Facebook statuses, all written by people like you!You can shuffle through the statuses, and bookmark or post ones you like.
So in closing…you’ve heard it said before. People buy from you when they KNOW, LIKE AND TRUST YOU.To gain business, you must first GAIN TRUST! With content marketing, you build that trust by providing relevant content for a specific audience that helps them solve a problem, need or want.
Did you like today’s content? How many of you got at least one idea today you can use in your business? Great!Before we wrap-up I’d like to get your feedback to help us improve. (Hand out Seminar Feedback Form)