The Latest Digital Tools You Must Know to Beat the Competition: iBeacons & Beyond JANUARY 20, 2016 || 1 – 2:00 PM

Presenter:

Paula Rhoads || Rhoads Creative, Philadelphia, PA Digital Marketing for the Building Industry

Paula Rhoads, President, Rhoads Creative, Inc. Specializing in Digital Marketing for the Building Industry for 20 years

• 30 years experience in builder marketing • 20 years in digital marketing • 17-year member of NAHB and local HBA’s • 8 years on the Board of Directors at regional Home Builders Association • Recipient of over over 50 building industry awards • National speaker on digital marketing trends

• Member of:

A little about me… THANK YOU for coming!

Let’s Get to Know You

Home Builders

Sales and Marketing Professional

Remodelers

Non-builder Companies

©2016 Rhoads Creative Builder Marketing

My goal today: To set you up with valuable marketing information that will give you the edge to sell more homes faster in 2016.

©2016 Rhoads Creative Builder Marketing

What I will cover – The latest online marketing options and how to leverage them to increase home sales.

– Tips that you can apply immediately to your online marketing campaigns that can quickly make a difference in sales office traffic.

– What's up-and-coming that can put you ahead of the competition in 2016.

Important to note… Why the chart?

There’s so much new that I can’t possibly cover it all!

©2016 Rhoads Creative Builder Marketing

So let’s jump right in…

Good ol’ Google We all know it well.

©2016 Rhoads Creative Builder Marketing

Most of you are using it to drive traffic to your websites: Adwords, Maps, organic SEO, display network, etc. We all know it’s constantly changing. One change in 2015 that may have had a significant affect on your sales…

Google Maps–Why did my map listing disappear?

Up until a few months ago, 7 listings .

Early August dropped to “3 Pack”

Poof! 4,5,6,7!

What does that mean to you?.

©2016 Rhoads Creative Builder Marketing

Google AdWords – How to get better at it.

Many builders are not taking advantage of – Snippet extensions – Sitelink extensions Extra time, No extra cost. Easy to see the value!

Be the big ad! More clicks = More web traffic = More sales center visitors

©2016 Rhoads Creative Builder Marketing

Google in 2015: Mobile. Mobile. And More Mobile.

Poof!

Make sure your mobile is up to snuff…or…

Mobilegeddon – February Announcement Scramble for RESPONSIVE WEBSITES What is a responsive website? Builders are doing it. Raised our awareness

2016 Google’s even greater focus on mobile. Why? – 60% usage worldwide. (Its not them, it’s us!) – Google mobile searches surpassed desktop If you are not mobile ready check your stats for insight.

©2016 Rhoads Creative Builder Marketing

A Statistics Sidebar Mobile tracking

tec.tec.tec.tec

– You regularly check your stats for traffic numbers

Did you know that Google Analytics tracks the mobile activity on your website right down to the device.

– Important decision making information

Compare 2014/15.

Selling to the boomers? Don't dismiss mobile!

©2016 Rhoads Creative Builder Marketing

More New in SEO (Search Engine Optimization) PENGUIN – It’s coming. – Google names its big updates Next one possibly March

What should you (or your SEO company) do? – Keep an eye out for changes – Be ready to jump in and make adjustments

SIRI - As usage increases, you may need to adapt your SEO strategy

AMP Pages – Buzzword for 2017

Now, let’s switch it up to the social giant…

©2016 Rhoads Creative Builder Marketing

The All-familiar Facebook The most underutilized ad medium in the building industry You will “get it” once you understand how it works: 1. Formatted as a post

2. Collecting demographic beyond compare How do they get that info?

– Following your habits – Partnering with big data companies

3. As an advertiser, you can choose from thousands of interests and demographics Example: GenX

4. And, often lower cost per click

Test it in 2016!

©2016 Rhoads Creative Builder Marketing

…And a Little More Facebook Ads with the perfect presence for new homes

Carousel Ads: Users click through a rotation of photos

Like snippets, more exposure for your ad dollars

©2016 Rhoads Creative Builder Marketing

More Retargeting A lot of talk at IBS last year

A quick overview of what they are:

Your ad follows your prospect online The “Stalker” Ads

– Your website dropped a cookie – Shows on a national ad network

(Even shows on apps including Realtor.com and Trulia.)

Great branding, and a way to get your prospect to come back!

So why this year?

ESPN, Weather Channel, Dictionary.com, Bride Magazine, Fox News & more

©2016 Rhoads Creative Builder Marketing

Hmmm…now that’s a qualified prospect!

Expand Your Retargeting – Explore new avenues to reach buyers in 2016:

Both are very underutilized in the building industry!

ON THE INTERNET

ON PROSPECT EMAILS

ON FACEBOOK PAGES

Time for Some Fun Stuff! The flat screen TVs of 10 years ago

Tools that were once cool and untouchable by our budgets but are here and available now.

Drones: Aerial Video Taking video up a notch

What are they? – Remote controlled flying robots with video cameras attached.

A good “flat screen TV” example – Used in search and rescue – Now accessible to anyone (Example)

Exciting option to the smart phone video, site map or kiosk.

As we go into 2016: – Cost is within range

Shows off a community from an intriguing perspective.

©2016 Rhoads Creative Builder Marketing

Geo-fencing A way to capture your competitor’s prospects.

How it works: Uses 2 basics – GPS in a prospect’s smartphone – Ad network online

• Set a radius (fence) around your comp’s location • The buyer enters into it. • The GPS triggers your ad to show on their phone

(Example: Kennett) This is good stuff! It’s here. It’s now. It’s budget friendly!

Your Community Your

Comps

✪

©2016 Rhoads Creative Builder Marketing

Why?

Because the more data we can get about our prospects and the better the technology to reach out to them

– The easier it is to connect with our potential buyers.

Definitely Big Brother! Creepy? A little. But, as marketers, we love big brother.

iBeacons Putting instant information in your prospects’ hands

What are iBeacons? – “Indoor geo-targeting” – Small devices that utilize apps and Bluetooth to send notifications to smartphones. – Retail (Target example), museums and more.

How can I use them to sell a home? – One scenario: Model home tour

And last…

Augmented Reality A cool way to get more from your current advertising

What is it? – Superimposing digital images over the real world.

How can I use it to sell a home? Examples: – Hold your phone over a brochure rendering to display more info. – Superimpose a 3D home rendering on an empty lot. –

Wrapping things up…

©2016 Rhoads Creative Builder Marketing

– Geo-targeting

– Facebook demographics

– More retargeting options

– Augmented reality

– Mega-focus on mobile

– SIRI and search results

– Google algorithm updates

– Google Maps 3 pack

– Mobilegeddon

– Facebook carousel video

– Instagram advertising

– Drone videos

– Google snippets

Wrapping it up Don't leave with your head spinning. After IBS:

– Ramp up a few of the things you have going – Consider exploring some new opportunities

Why? Because…

If you’re not doing it, your competition

may be!

They can definitely give your

home sales a real boost

in 2016

1 2

• Drop your card • Pick up ours

• Stay for more questions • Call anytime to pick my brain

Be sure to: Feel free to:

• Complete your evaluation (Please be easy on me!)

Thank You!

And don’t forget:

Before we head into questions:

What happens in Vegas…

My contact information: Questions?

…almost always ends up on Facebook!

Paula Rhoads Rhoads Creative, Inc. 610-430-8141 prhoads@rhoadscreative.com RhoadsCreative.com