Taking control of my market slides
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Transcript of Taking control of my market slides
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ByronU A degree in Attitude, Activity, SUCCESS!
Taking Control of My Market:Effective Social Media
Byron Underwood
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ByronU A degree in Attitude, Activity, SUCCESS!
We don’t own the information anymore
What consumers demand
Marketing in a new millennium
The power is in the wheel
AGENDA
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A Few Quick Statistics
ByronU A degree in Attitude, Activity, SUCCESS!
• 50%• 34 years• 52 years• 94%• 90%
of the world’s population is under 30the age of the average buyer in Houstonthe age of the average Houston real estate agent
of all Gen X’s & Y’s are on at least 1 social siteof consumers trust peer recommendations
We don’t have a choice if we do social media. The question is how well we do it. - Eric Qualman
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2005 2010 2011
Multiple Listing Service 50% 59% 56%
Realtor.com 54% 45% 45%
Real Estate Company Website 38% 43% 40%
Real Estate Agent Website 31% 42% 46%
Listing Aggregators Trulia, Zillow, etc. 11% 41% 38%
Newspaper Websites 15% 8% 6%
Social Networking Sites * 2% 1%
Websites used in home search
ByronU A degree in Attitude, Activity, SUCCESS!
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How buyers locate homes
ByronU A degree in Attitude, Activity, SUCCESS!
What Sources Buyers Used in Home Search
Internet: 88%Real estate agent: 87%Yard Sign: 55%Open house: 45%Newspaper ad: 30%Home book or magazine: 19%
Source: 2011 NAR Profile of Home Buyers and Sellers
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How buyers locate homes
ByronU A degree in Attitude, Activity, SUCCESS!
What Source Do Buyers Use First:
Looked online for properties: 37%Contacted a real estate agent: 19%Researched the home buying process: 10%Talked to a friend or relative: 10%Drove by homes: 8%Researched financing: 6%
Source: 2011 NAR Profile of Home Buyers and Sellers
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Who can you trust?
ByronU A degree in Attitude, Activity, SUCCESS!
How buyers found their real estate agent:
Referral 40%
Previously used agent 14%
Online contact 11%
Sign Call 5%
Open Houses 4% Source: 2011 NAR Profile of Home Buyers and Sellers
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Who can you trust?
ByronU A degree in Attitude, Activity, SUCCESS!
Using internet sites to create first contact with a prospect in order to develop relationships with people:
Know Like
TrustYOU
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Who can you trust?
ByronU A degree in Attitude, Activity, SUCCESS!
Using internet sites to create first contact with a prospect in order to develop relationships with people.
Real estate agent Los Angeles, CA
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Who can you trust?
ByronU A degree in Attitude, Activity, SUCCESS!
Using internet sites to create first contact with a prospect in order to develop relationships with people.
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What do buyers want?
ByronU A degree in Attitude, Activity, SUCCESS!
Top 5 Characteristics of the real estate agent:
Honesty and Integrity
Good Communicator
Good Negotiator
Knowledge of Real Estate Market
Good Interpersonal SkillsSource: 2011 NAR Profile of Home Buyers and Sellers
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ByronU A degree in Attitude, Activity, SUCCESS!
Providing needed information
1. What is your niche?
What is your area of expertise?
Who are you trying to reach?
2. What does this group of need from you?
Seriously…
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ByronU A degree in Attitude, Activity, SUCCESS!
Providing needed informationKen Find your niche
Learn what your customer needs from you
Do it 1% better
Ignore everything else
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ByronU A degree in Attitude, Activity, SUCCESS!
Providing needed informationNeighborhood real estate activityMy real estate activityMarket TrendsCommunity eventsCurrent eventsPersonal interestsLegislationHuman interest storiesLists of “How to”Funny
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ByronU A degree in Attitude, Activity, SUCCESS!
Providing needed informationLocal Real
Estate
National and State Real
EstateCommunity News
and EventsMy Interests
New Listing Housing News School EventsFavorite Sport Teams
Just SoldMortgage and Finance News School Calendar
Volunteer Opportunities
Neighborhood Trends Economic Data
Parks and Recreation Information Hobbies
Client Testimonials Current Events
Favorite and New Restaurants Travel News
Home Improvements
Road ImprovementConstruction
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ByronU A degree in Attitude, Activity, SUCCESS!
Marketing in a new millenniumCharacteristics of Agents making $100,000 or
more
83% want to be communicated with digitally75% have a Facebook business page47% have over 500 Facebook friends30% have over 500 Twitter followers69% already on Google+81% use Video and have a YouTube channel44% post on social media once a day or more92% in office less than 15 hours a month42% never go to an office meeting
-Inman Survey December 18th 2011
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ByronU A degree in Attitude, Activity, SUCCESS!
Marketing in a new millenniumLeast effective Return on Investment for agents
Real Estate Search Portals – Zillow, Trulia, Realtor.comNetworking EventsClassified Sites – Craig’s List, etc.Open HousesBroker/Franchise Website and Social PresencePaperwork is the #1 timewaster
-Inman Survey December 18th 2011
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ByronU A degree in Attitude, Activity, SUCCESS!
Marketing in a new millenniumMost effective Return on Investment
Digitally converting leads into businessEmail NewsletterDatabase Marketing/FarmingIDX registration follow upVirtual assistantsUsing the cloud to store and access data
-Inman Survey December 18th 2011
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ByronU A degree in Attitude, Activity, SUCCESS!
Marketing in a new millenniumIncrease Overall Brand Awareness- Getting the word out by driving significant views to a website
- Increasing the number of fans to Facebook
- Increasing the number of followers on Twitter
- Increasing the number of video views on YouTube
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ByronU A degree in Attitude, Activity, SUCCESS!
Marketing in a new millenniumGenerate Leads- Using downloadable content
- Hosting webinars
- Speaking at events and recording them for on demand viewing later
- Utilizing email capture forms and newsletter subscriptions
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ByronU A degree in Attitude, Activity, SUCCESS!
Marketing in a new millenniumCustomer Retention- Keeping loyal customers loyal
- Staying Top of Mind
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ByronU A degree in Attitude, Activity, SUCCESS!
Marketing in a new millenniumSales Conversions- Showing a true Return on Investment
- Using social media as a selling tool
- Outpacing your competitor
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ByronU A degree in Attitude, Activity, SUCCESS!
Marketing in a new millenniumMeasure Effectiveness- Monitoring the entire process
- Reviewing execution of plan to reach online and production goals
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ByronU A degree in Attitude, Activity, SUCCESS!
The Power is in the WheelRecord a short video about preparing your home to sell-use your computer camera, phone, or video camera
Upload it to YouTube on your own Channel
Embed the video in a blog post about preparing your home to sell
Share a link to the article on Facebook, Twitter, and by your email newsletter.
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ByronU A degree in Attitude, Activity, SUCCESS!
The Power is in the WheelHave a seller or buyer record a video recommendation instead of writing a letter.
Upload it to YouTube on your own Channel
Embed the video on your blog on a page called Testimonials
Share a link on Facebook, Twitter, or on an email to a seller confirming an upcoming listing appointment.
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ByronU A degree in Attitude, Activity, SUCCESS!ByronU A degree in Attitude, Activity, SUCCESS!
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Thank you
ByronU A degree in Attitude, Activity, SUCCESS!
Great Results are the Sum of Small Things, Done Well, Repeatedly -Floyd
Wickman