Proven Strategies for Winning Listings &

Converting Buyers

Burke Smith – Career Highlights

• Chief Communications Officer at HSA Home Warranty• Founder of YourNetCoach, Founder of ipayOne,

Executive Team at Prudential California Realty (Berkshire Hathaway Home Services)

• Licensed California Broker & Real Estate Coach/Consultant/Trainer

• Personally responsible for over 1500 closed real estate transactions

• Featured on CNN & in the New York Times• Nominated 2 years in a row Inman Innovator of the

Year

Clients have closed over $25 billion in residential real estate!

Technology will NEVER replace real estate agents, but agents using technology WILL!

“THIS IS WHY WE STARTED

ZILLOW!”

That’s almost $900 million in closed real estate transactions without a single lead from Zillow or Trulia!

Think Differently!

What is this class all about?

You help people BUY and SELL the American Dream

First time Home Buyers

Soldier Coming Home from War

Empty Nesters Retiring to Travel the World

This class is About YOU!

Social Media is your FREE platform:

• To share your stories• To show your knowledge of a market• To network• Build your S.O.I.• Do PR for you and your business• Recruit and retain

Social Media does NOT replace what you do, it complements what you do!

Help me find a house

What is my house is worth

Tell me how the market is

PROVE TO ME THAT I CAN TRUST YOU

Real Estate 101 vs. Social Media 101

How you CLOSE the Sale with Social Media

Your #1 Goal is NOT to schedule an appointment to show them the perfect property!!

Your #1 Goal is that by the time they call, the prospect believes you are the perfect person to show them any

property because you understand their needs

1. Build a brand. You’re not just an agent, you are a brand within a brand. What is your niche?

2. Market for listing appointments by creating a higher perceived value. The 40/40/20 rule.

3. Everything you do offline MUST have a call to action to drive people online.

4. Leverage your SOI through Social Media by separating your personal and professional life. (FB & LinkedIn)

What do 75% of potential homesellers say they want but only 1% of agents offer?

Proven Solution Strategies for Winning more Listings

Build a brand. You’re not just an agent, you are a brand within a brand. What is your niche?

Building a Brand Identity

You’re not just an agent, you’re a brand.What does your brand stand for?

Hint: “Don’t say Loyalty, Integrity and experience”• 3 Step Branding Exercise:• Write down 3 – 5 things that you think your brand represents in the

market.• Ask your family, friends, co-workers and most importantly your past

clients what is the first thing that comes to mind when they think about you and your brand.

• Compare their responses to yours.

What is your BIG, BOLD, BRANDING statement?For example:“The #1 resource for Las Vegas Real Estate”

What is YOUR Niche?

Create AGGRESSIVE referrals

What is Social Branding?

CONSISTENCY OFFLINE & ONLINECONSISTENCY ACROSS ALL MEDIA

Market for listing appointments by creating a higher perceived value. The 40/40/20 rule.

40/40/20 RULEfor Winning More

Listing Appointments with Your Marketing

40% is knowing your audience

Some Quick Facts About Your Next First Time Home Buyer

• Equal to or Bigger than Baby Boomer Generation , Roughly 26% of the population

• 3 times the size of Generation X • Weak on interpersonal skills …why? Technology• Spending power exceeds $200 billion • Close to family , so stay in touch with those past

clients

40% is the value of what you are offering

Example of Failed Marketing:

Really? I need you for that?

Anybody can tell you how much your home is worth,

contact us today and we will tell you how to make your

home worth MORE!You don’t need to know how

much your home is worth, you need to know how to make

your home worth MORE!

Example of Successful Marketing:

20% is the LOOKWhat’s wrong with this picture?

What’s wrong with this picture?

Everything you do offline MUST have a call to action to drive people online!!!

Everything you do offline MUST have a call to action to drive people online.

For example:

5 Most Important things you need to know when thinking of selling your home in Las Vegas

Leverage your SOI through Social Media by separating your personal and professional life. (FB & LinkedIn)

Over 1 billion usersAvg. user has 229 Friends

229 Friends!

• Your next best customer is connected to your current customers

Value of Facebook

Separating Personal & Professional

Separate Your Personal From Professional

• www.facebook.com/pages/create• Choose Local Business or Place

Create A Page

SEOLinks to different parts of

your website

Branded cover photo with contact info

Separate Your Personal From Professional

• www.facebook.com/pages/create• Choose Local Business or Place

Create A Page

• Choose “Real Estate” for the Category• Enter your address and phone number

Create A Page

• YOUR NAME – Realtor for LIST COMMUNITIES• YOUR NAME Team – Selling LIST

COMMUNITIES, • Exp: Burke Smith – Homes in Las Vegas

Naming Your Page

• The more you fill out the easier you are to find

Fill Out Your Info

Focus on Keywords

• Include the most important information about what you offer to your audience

• Important: Include your website URL

Short Description

• Example– YOUR NAME selling homes in LIST COMMUNITIES.

Visit www.YOURWEBSITE.com to find your next home

Short Description

Set Up Your URL

• Edit Page>Update Info>Username

Page Name IS NOT the URLURL

“YourNetCoach”

Page Name

Just a Reminder

What Happens in Vegas…

…stays on Facebook!

Check your security settings!

• Click on the Lock icon in the top right of your profile

• Select “Who can see my stuff?”

Privacy Settings

Facts & Figures

200 million users

7,610 searches on LinkedIn Every Minute

Your Network and Degrees of Connection

What does "your network" and "out of network" mean?• On LinkedIn, people in your

network are called connections and your network is made up of your 1st-degree, 2nd-degree, and 3rd-degree connections and fellow members of your LinkedIn Groups.

• 1st-degree - People you're directly connected to because you have accepted their invitation to connect, or they have accepted your invitation. You'll see a 1st degree icon next to their name in search results and on their profile. You can contact them by sending a message on LinkedIn.

2nd-degree

• People who are connected to your 1st-degree connections. You'll see a 2nd degree icon next to their name in search results and on their profile. You can send them an invitation by clicking Connect or contact them through an InMail or an introduction.

3rd-degree

- People who are connected to your 2nd-degree connections. You'll see a 3rd degree icon next to their name in search results and on their profile. You can send them an invitation by clicking Connect or contact them through an InMail or an introduction.

100% Complete LinkedIn Profile

1) Add a profile photo2) List current position + at least 2 prior jobs3) 5 or more skills on your profile4) Write a summary about yourself5) Fill out your industry and zip code6) Add where you went to school7) Have 50 or more connections

Reach out to professionals such as CPAs instead of attorneys

LinkedIn is your Top Search Result

What makes your Profile Complete? • Your industry and

location• A current position

(with description)• 2 past positions• Your education• Your skills (min. of 3)• A profile photo• 50+ connections

• Real Estate• Real Estate Development• Real Estate Transactions• Commercial Real Estate• Real Estate Economics• Corporate Real Estate• Real Estate Financing• Real Estate License• Residential Homes• First Time Home Buyers• First Time Home Sellers• New Home Sales• Single Family Homes

• Home Staging • Real Estate Staging• Existing Home Sales• Certified New Home Sales

Professional• Condos• Apartments• Valuation• Financial Analysis• High Value Homes• Buyer representation• Move up Buyers• National Association of Realtors

Add These Skills

Endorsements

75% of home sellers say they are more likely to list with an agent who uses video

Only 1% of realtors use a YouTube account to market themselves or their listings

Provide the Solution!

YouTube & Google+

To WIN Listings

State the problem…• 92% of Buyers will start their search on the web• 70% will start on GOOGLE• 73% of sellers say they prefer to list with an agent who

uses video to sell their home• Only 12% of real estate agents have a YouTube channel• Only 1% of agents use YouTube to market their listings

• Property Videos– Use property photos to create a branded slideshow tour of a listing with

voiceover. – Include pricing information and a link to the listing in the description

Tactics

Video Ideas• Open House Promotions

– Give people a sneak peek at a new property and let them know when the next open house will be

• Property Videos– Use property photos to create a branded slideshow tour

of a listing with voiceover. – Include pricing information and a link to the listing in the

description

Video Ideas

• Agent Profiles– Well done agent videos can increase the time spent on

site by prospects• Which in turn decreases their time spent on competitors sites

– Prospects who call an agent after watching a video profile are far more qualified based on the investment they’ve made in learning about the agent.

Video Ideas

• Neighborhood Profiles– Use video to help prospective home buyers learn

about cities or neighborhoods– Hyperlocal– Focus on selling the community, not just the

listing

Tactics

• Neighborhood Profiles

Video Ideas

7,000+ Views

What’s hard about being a Realtor?

Video Ideas• Real Estate Industry Current Events

13,300+ Views

Video Ideas• How To Videos

– Real estate can be a big complicated world for your clients. Help them navigate with short, informational videos that include answers to common questions you receive

Video Ideas• How To Videos

Do Not Do This!!

• Over 6 billion hours of video are watched each month on YouTube—that's almost an hour for every person on Earth

• 100 hours of video are uploaded to YouTube every minute

Facts

• According to Nielsen, YouTube reaches more US adults ages 18-34 than any cable network

Facts

Your Next first time home buyer/seller

Now outnumber baby-boomers!

Would you have advertised during Cheers or Friends or M.A.S.H. if you

could have?

• YouTube Videos are a large factor in determining Google rankings

YouTube Advantages

• Sites that showcase relevant YouTube videos rank higher in organic search results

• This means posting and linking to these videos gives you an advantage over other real estate professionals

YouTube Advantages

• People trust content from videos more than any other medium

• Videos attract 300% more traffic and leads (Marketing

Sherpa)

YouTube Advantages

Making a Video

Equipment

• 720p HD Video

Smart Phonesare all you need

• Easy, Fast Recording• Quick touch up tools• Instant uploads to YouTube and all other social

networks• IPhone only

YouTube Capture

• Boom Mic • $40

Audio

• Lapel Mic • $30-$60

• Have a Plan• Keep it Short

– 1-3 minute videos• Make Content Not Ads

Best Practices

• iMovie (Mac Only)• Windows Movie Maker (Windows)• YouTube (Edit Online)

Video Editing

Easy Photo Collages

• Upload a series of photos

• Select Upload, then Select files to upload.

Uploading a Video

Note: You can also drag and drop a video file into this area to upload it

Uploading a Video

Category

Privacy Settings

Tags

Description

Share This Link

• Title: What you want to call your video.• Include Keywords

• Description: Keep it brief, and include keywords and your company name and information so that people can more easily find your video when they conduct online searches.

• Tags: These are keywords that help identify your video or business. • For example, if you’re a realtor posting a video on how

to stage a home, you might use the following tags: [Home Staging], [How to Sell Your Home], [Name of Your Business]

• Privacy Settings • Public – anyone can view your video• Unlisted - only people who have the link to will

be able to view your video• Private - only those who you list can view the

video

• Category: Select a subject matter category that’s most relevant for your business. Most often “Real Estate”

• Advanced Settings: These settings are optional and allow you to include information about the video location and recording date, and settings for comments.

• Keywords in the Title• Keywords in the Description• Use Tags• Transcription• Keywords in the File name of the video

5 Components to MAXIMIZE Traffic

Do Not Make the #1 Mistake!

Have a URL at the beginning of the description

• You NEED a Google Account• If you have a Gmail for your business use it!

Setting Up A Channel

• Go to www.YouTube.com and choose create an account

• After you are logged in click the drop down arrow on the top right and select My Channel

• Select Click Here right underneath your name to create a channel for your business.

• Enter your business name and category then hit Create Channel

• If you already have an account go to YouTube Settings

• Click on “Create a new channel”

• Choose a Channel Name

• Select Local Business or Place for the Category

• Agree to the Pages Terms

• Set your URL

Once set your URL is permanent and can never be changed!

Seriously. . . It’s permanent

Add A Description

• Click on the pencil icon

• Channel Description– Highlight your most important content up front i.e. a link to

your website– The description also shows up in the About Tab for a

channel and is a valuable resource for subscribers to find out more

– Include relevant contact information (email, phone, etc)– Remember to think about your description as it shows up

on YouTube- on your channel page and in search results.

• tours for available properties• a welcome video that showcases your expertise • client testimonial videos• neighborhood tours• videos discussing Real Estate trends in your area• how-to videos for home sellers to help them get the

highest possible price (staging, before & after, rehab)• home-buying tips and best practices (first time home

sellers)

YouTube Video Ideas Review

• KISS: Keep It Short and Sweet (3 minutes is good)

• Take advantage of video annotations to share more videos with your audience or link back to your website

• NEVER compromise quality! • Make sure to include your full contact

information in the video

YouTube Production Tips

• If you put in the effort you will see the results.

Remember

Never Give Up

Why Google+ Matters

Be #1

Perception is reality!

Over 90% of Buyers will Start their Search for a Home on the Web and 70% will Start on Google

Who Wants to be #1?

Google represents over 70%

of all searches on the Internet.

Google + Pages

Get found, right when your customers are most interested.

Google Places?

• Now Google + Local

Google + Local

• They place this group of businesses on page #1 of search results, at the top, in prime position each time they sense that a Consumer is “Searching” for an agent.

• When they use words like Realty, Real Estate Office, Real Estate Agents, ect Google inserts “Places” right at the top.

Google + Local

• Think of it as “This generations Yellow Pages”! Just as you HAD TO BE in the Yellow Pages, you really HAVE TO BE in Google+ Local!

When your customers search on Google, the results to the right may include relevant posts, photos, and

videos from your Google+ page.

Verifying Your Page

Request a Pin

When The Pin Arrives

Google+ Pages in Gmail

TOOLS YOU CAN USE

TO MAKE SOCIAL NETWORKING EASIER

Monitoring Your Presence

Realtor

Monitoring Your Presence

Tools You Can Use

Dropbox is one of the most popular cloud computing service available currently. It was just recently valued at $4 Billion. How many times have you created a Power Point or similar presentation for a client and they love it so much, they request a copy via email? The only problem is the file may be too large to e-mail. Enter Dropbox, set up a free account, upload your files, then share them with your desired e-mail address(es). Dropbox will notify the individuals(s) that you shared the file with and provide a link for them to set up their free account. Once they do this, your files can be downloaded for free. It’s a beautiful thing if you want to send large files to your clients and business affiliates. Dropbox is the way to go. Your first 2 GB of storage is free before you are prompted to be a paid member, however users can remove files to maintain their storage capacity below the paid level.

HootSuite

TMTMBBBB SOISOI

Evernote

TMTMBBBB SOISOI

Smartr Contacts (XOBNI)

TMTMBBBB SOISOI

Pic Scatter is by far the easiest. You'll need to give access to your likes, photos, and photos shared with you. Then you can create a montage cover showing a group of your friends or some of your likes. You can also use a specific photo album. But no matter what you choose, make sure you have enough there for Pic Scatter to choose from, to prevent repeating of images.

Pic Scatter is free, but contains branding in the image. It's a super low lifetime fee of $1.50 to remove the branding, and it also gives you access to filters, instant uploads, and downloading images to your desktop.

TMTM SOISOI

Timeline Cover BannerUnlike Pic Scatter, Timeline Cover Banner is totally free and does not contain any branding. It's not as simple, but if you want total control over your Facebook Timeline's cover image, this will do the trick. Their tool lets you upload any image (or images) of your choice, which you can then edit or add text to. You can also select from one of many free background images in their gallery.                  Once you've perfected your cover image, it will download right to your desktop. The big plus here? There's no need to connect via Facebook!

TMTM SOISOI

Pocket (Read It Later)Sync any article, video or web page that you want to read, watch or view later. across to your phone, tablet and computer

TMTM

CamScanner

Use your phone camera to SCAN (take a picture of) all kinds of paper documents and send them to clients

TMTM

SlyDial

TMTM

Magic Plan

TMTMBBBB

Sitegeist

BBBB

Camera awesome

TMTMBBBB

HomeSnap

TMTMBBBB

Video Walkthroughs

• www.YouTube.com/HSAWarranty

HSA Social Media Resources

Facebook.com/hsahomewarranty

Win Prizes

Post on our page and be entered into our monthly fan drawing

Just a Thought…

Everybody is….• Tweeting• Facebooking• Blogging• Texting• Pinging• Posting• Emailing

Nobody is…• Doorknocking• Farming• Calling• Talking• Writing• Mailing• Living

Your opportunity is to combine these two columns!!!!!

Your HSA Team

Lisa Waldeck Regional Director

Cell: (702) 287-1269 Email: lisa.waldeck@onlinehsa.com

Marie FosterTerritory Manager - Las Vegas

Cell: (702) 351-1713Email: marie.foster@onlinehsa.com