1. The document discusses how real estate marketing and operations have changed from 1990 to 2012 with the rise of the internet and technology.
2. It focuses on how agents now use websites, social media, mobile apps and digital tools to find buyers and sellers, write contracts remotely, and conduct business from anywhere at any time.
3. The future will bring even more changes as half of Americans use smartphones and tablets, and real estate adapts to constant technological advances.
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Engage Locally Through Conversations and Stories
1. It’s all about engagement
It keeps getting better
It’s about becoming famous for the right
reasons
Famous is local
It’s a two way conversation
It can be overwhelming
It’s cool to be an amateur
2. Advertise in the newspaper, send direct
mail, do open houses, make cold calls
Find homes for buyers in books that
came out every two weeks
Write contracts on paper and hand
deliver
Call the title company constantly to ask
are we there yet
Go to closings and look official
3. Advertise on the web through web site
and social networks
Pick up buyers we have never met in
person
Set up showings on listings on the web
and use electronic assistance’
Write contracts on electronic forms and
use digital signatures
Have closing packet sent to our office
4. In 1990 we were in the car a lot and the
only other business we could do is over
the car phone. Advertising was
expensive and our bottom line shrank
In 2012, we could write contract
remotely and while we waited the three
hours for it to come back, we wrote a
blog, did a video, sent tasks to our digital
assistant in Romania
5. Web 1.0 was all about connectivity and
populating the web with content
Web 2.0 was all about creating the
social contract and connections
Web 3.0 will be all about mobile access
with half of the U.S on smart phones and
the rise of tablets
6. 48 hours of video
47000 Apple apps downloaded
27,778 new blog post
347 new WordPress blogs
204,166,667 emails sent
571 new websites created
3,600 new instagram photos
684,478 new Facebook shares
100,000 Tweets
2 million Google searches
272,070 spent on web shopping
2.083 Foursquare check ins
7. For all of us who are not major
corporations traditional media has two
problems: First, it is beyond our reach
financially. Second, it relies on a
universally recognized brand. Even if you
are a part of a major corporation use
BOA as an example. This is also a
shotgun approach where we should be
using the specialty and niche marketing
opportunities that the democratic web
offers us.
8. The Library Google.com
Travel Agent Orbitz.com
Book Store Amazon.com
Music Store iTunes
Attorney Pre-Paid Legal
Technology pricegrabber.com
Movie rentals Netflix.com
Contract labor elance.com
Real Estate Lots of places
9. The story I looked forward to as a child
annually. I want to focus on once they
go to the Emerald City and the Wizard’s
palace. Contrast the two times they
appear before the wizard and use this as
the way we relate or don’t relate to
people who would be our customers.
10. 1. Its not about the technology its about the
change it enables
2. The shift of control from institutions to
communities
3. It’s about being yourself
4. It’s to influence people to act on our behalf
5. It expands our scope of operations
6. It will change again and fast
11. What would you rather have, 100,000
people playing or 4,000 people using
you?
What did the $8000 tax credit buyers
Google to find information?
Why are realtor.com, Trulia.com,
Zillow.com, and homegain.com
spending money to get ranked on
Edmond Real Estate?
12. 1. What are you passionate about
2. What are your Specialties and expertise
3. What’s is your personality?
4. Slogans, UPS, logos, colors
5. Who is the audience and how can we findthem
6. How do we build our personal brand awareness
7. Where is it used
Website
Signs
Business Cards
Email
Flyers
Video
Stationary
13. Blogging
Video
Picture sites like Pinterest
Linkedin.com
Press Releases
Public speaking
Facebook
Google Plus
14. Twitter I’m eating a donut
Facebook I like donuts
Foursquare I’m at the donut shop
Instagram Photo of Vintage Donut
You Tube How to eat a donut
Linkedin My skills include donut eating
Pinterest Here’s a donut recipe
G+ Join my Donut Circle
Spotify My song set about donuts
15.
16.
17.
18. Stay small and hyper local
Look for niches, events, similar rivals
Utilize Google Trends for rising stats
Check for keywords and are they rising
If you see Breakout it means a 5000%
increase
It’s not cheating if you Piggyback like my
James Harden story
19. Let’s use blogging and video as
examples. They can be embedded in a
blog, sent to a Facebook page, shared
on Google plus, put on your Pinterest
site, shared on social bookmarking sites
like StumbleUpon.
20. Reduces lead cost More Frequency
by 60% equals more business
Increases indexed Why used more is the
pages by 434% economy and past
Increases website success
visitors 55% Blogs & Inbound
97% more inbound advertising is now
links 39% of small business
budgets and rising
Biggest % of business
getting a client 2nd to Social media in
lowest cost
21. Listing
Community
Green Real Estate
Market Data
Specialty
Event
Personal Story
National Events
Real Estate Education
Video
Guest Blog
22. 4 trillion views in first 4 months
53% more likely to be on Google 1st page
78% increase in REALTOR® getting client
2nd most searched site on the web
Owned by Google
Can be indexed by both
It is free
It can be branded
23.
24.
25.
26.
27. 1 Billion users but ½ are in Asia
Remember it is Social
Divide it into Personal, Business, and
group pages
PPC
It can act like a billboard
You can post into it
It is also a news network like Twitter
28. Permission based marketing
Don’t make it spam
Target your market
Use stationary or template
Look at a program like Constant Contact or
Mailchimp.com or Aweber
Some programs have analytics
Don’t send me your listings unless I ask for it
Use Mail Merge or BCC please
If you use Gmail you can use unrollme.com to
unsubscribe
Cox is cracking down on home offices
29. 1. It is a Micro Blog.
2. It is a Hyper Local Advertising Vehicle
3. A Connector if the right people are by
design rather than accident
4. A Local or National Breaking news
network
5. A Spam Lite Communicator
½ users between 15-25
30. It is the fastest growing Social network
ever, 400% month to month
Not at lead generation yet
80% women users, 20% men
50% of users have children
Heavy use in the Midwest
Tops pins are crafts, gifts, hobbies, interior
design
80% of pins are repins
Great for beautiful homes & even video
31. LBS is on the way
Learn to use the Ipad for business
Use cloud based services
They are computers
Immediate access is now marketing
Replacing the desktop or large storage
laptop as main device
Gen Y doesn’t email, they text
They are the mobile generation and the
average age of our client
35. If you don’t have something good to say
The internet is forever
Do not over post on Facebook
Politics and religion?
Personal and professional intersect
Content with out context doesn’t work
Do not hard sell
Don’t focus on the wrong metrics like
Facebook total users
36. Learn Google Adword keyword tool
Make sure you have Gmail for it
Target your media according to your
abilities
Be authentic
Being an amateur is okay, you will not
get a Pulitzer or Nobel Prize
Do it until you learn it
Use free resources like webinars and
Google search and youtube how to
Please have fun
37. Create a hyper local blog
Create events
Create maps of amenities
Create a Facebook page
Send directed mail with MailChimp
Your phone is instant video and pictures
Create a Pinterest site, join Yelp, use Foursquare
Get on Linkedin, flesh out your Bio, join groups,
create groups
38. Youtube.com
Jameswedmore.com
Powerofpinning.com
Copyblogger.com
Use Zite on the Ipad
Hubspot.com
Mashable.com
Socialmediaexaminer.com
Thenextweb.com
Smallbiztrends.com
39. Blue Ocean Strategy Kim & Emotional Intelligence Daniel Goleman
Mauborgne Swanepoel Trends Report Stefan
Tribes Seth Godin Swanepoel
Linchpin Seth Godin The Energy Bus Joe Gordon
The Little Big Things: 163 Ways to Pursue The Five Dysfunctions of a Team
Excellence Tom Peters Patrick Lencioni
Thoughts Without a Thinker Mark The Botany of Desire Michael Pollan
Epstein The Tipping Point Malcolm Gladwell
Predictably Irrational Dan Ariely The 7 Habits of Highly Effective People
The World Is Flat Thomas Friedman Stephen R. Covey
The Seven Spiritual Laws of Success The Millionaire Next Door Stanley &
Deepak Chopra Danko
Switch: How to Change Things When Mastering The Rockefeller Habits Verne
Change is Hard Chip & Dan Heath Harnish
Funny Money Mark Singer Influence, The Psychology of
Sermon on the Mount Emmet Fox Persuasion Robert B. Cialdini
The End of Business as Usual Brian Solis Give your speech, Change the world
Nick Morgan
A Whole New Mind Daniel Pink
Crisis Economics Nouriel Roubini &
Steve Jobs Walter Isaacson
Stephen Mihm