Marketing to Today's Consumer

ByronU A degree in Attitude, Activity, SUCCESS!

Social Media Revolution
Down
1. 90% of all buyers trust these recommendations
2. By 2018 will account for over 2/3’s of mobile usage
3. The percent of the world’s population that is under
30 yrs old
4. The largest population in the world
Across
5. The fastest growing group on
Twitter
6. More people own a mobile
device than this item
7. Have a longer attention span
than the average person

PROSPECTING FOR THE NEW CONSUMER
Byron Underwood

We don’t own the information anymore
What consumers demand
Marketing in a new millennium
The power is in the wheel
AGENDA

We don’t own the information
Dallas Real Estate

Google
Company Websites 3
Listing Aggregators 5
Agent Websites 0
We don’t own the information
Dallas Real Estate

2005 2010 2011 2014 2015
Multiple Listing Service 50% 59% 56% 50% 50%
Realtor.com 54% 45% 45% 42% 41%
Real Estate Company Website 38% 43% 40% 40% 37%
Real Estate Agent Website 31% 42% 46% 48% 46%
Listing Aggregators Trulia, Zillow, etc.11% 41% 38% 51% 58%
Newspaper Websites 15% 8% 6% 4% 3%
Social Networking Sites * 2% 1% 1% 1%
Websites used in home search

How buyers locate homes
Game
What Sources Do Buyers in Texas Used in Home Search
Internet: 80%
Real estate agent: 75%
Yard Sign: 40%
Open house: 30%
Mobile Tablet or App: 32%
Home book or magazine: 15%
Online video site: 30%
Source: 2015 NAR Profile of Home Buyers and Sellers
Higher 85%
Higher 84%
Higher 56%
Higher 44%
Higher 55%
Lower 11%
Lower 27%

What Source Do Buyers in Texas Use First:
Looked online for properties: 42%
Contacted a real estate agent: 19%
Researched the home buying process: 6%
Talked to a friend or relative: 6%
Drove by homes: 6%
Researched financing: 2%

Where Buyers in Texas Found the Home They Purchased:
Builder
Talked to a friend or relative
Internet
Print newspaper advertisement
Yard Sign or Open House
Sellers
Real Estate Agent

Where Buyers in Texas Found the Home They Purchased:
Internet: 37%
Real Estate Agent: 32%
Yard Sign or Open House: 12%
Builder: 10%
Talked to a friend or relative: 6%
Print newspaper advertisement: 1%
Sellers: 1%

Who can you trust?

Who can you trust?
How buyers found their real estate agent:
Referral 40%
Previously used agent 14%
Online contact 11%
Sign Call 5%
Open Houses 4%

Who can you trust?
Using internet sites to create first contact with a
prospect in order to develop relationships
with people.
Sushi restaurant Plano, TX 77075

Who can you trust?
with people.

Who can you trust?
with people.
Real estate agent Los Angeles, CA

What do buyers want?
Top 5 Characteristics of the real estate agent:

What do buyers want?
Top 5 Characteristics of the real estate agent:
Honesty and Integrity
Good Communicator
Good Negotiator
Knowledge of Real Estate Market
Good Interpersonal Skills

Prospecting
Effectively market myself and my business
through various media avenues that have a
substantial return on investment without
breaking the bank or taking all my time.
What are agents doing successfully now?

Prospecting
What are agents doing successfully now?
• Monthly Newsletters posted or emailed
• Direct mail for activity or seasonal
• Phone call campaigns
• Billboards and other ad campaigns
• Newspaper and magazines
• Community events
• Referrals

Prospecting
Creating – writing pertinent content to share with
others.
Curating - discovering, gathering, and
presenting digital content that surrounds specific
subject matter.
Connecting - posting content through media
channels including social, blogs, and websites
Culture – this is THE BRAND

Prospecting
Creating
- Content is the most important and powerful
thing an agent can offer.
- Content allows connection and development of
culture.
- Content showcases who an agent is and
what that agent represents.

Prospecting
Curating
- Which pieces of content are appropriate for
which channels
- When to publish
- How to best engage the target audience

Providing valued information
Brainstorm a list of content your target group of
followers are looking for

Neighborhood real estate activity
My real estate activity
Market Trends
Community events
Current events
Personal interests
Legislation
Human interest stories
Lists of “How to”
Funny

Providing needed information
Local Real
Estate
National and
State Real Estate
Community News
and Events
My Interests

Providing needed information

Local Real
Estate
National and
State Real Estate
Community News
and Events
My Interests
New Listing Housing News School Events
Favorite Sport
Teams
Just Sold
Mortgage 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 Improvement
Construction

Prospecting
Connecting
- Strive to engage consumers when and where
they actually want to receive content

The Power is in the Wheel
HOME BASE

HOME BASE
OUTPOSTOUTPOST
OUTPOST OUTPOST
OUTPOST

ByronU A degree in Attitude, Activity, SUCCESS!ByronU A degree in Attitude, Activity, SUCCESS!
Email

Record 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.

Have 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.

Prospecting
Culture
- Followers follow for a reason
- They like the content
- They prefer the channel used
- They enjoy the ingenuity of the brand

We don’t own the information anymore
What consumers demand
Marketing in a new millennium
The power is in the wheel
Thank You

Prospecting with Facebook
Business Pages
#24127
Byron Underwood
www.Facebook.com/ByronU

Branding You
Connecting with People
Targeting your Market with Lists
Building Trust
Taking Control with Content
AGENDA

Facebook has over ONE BILLION monthly users
Largest US website
The average visit is 20 minutes
130 friends and 80 pages
1 out of every 7 online minutes is on Facebook
40% of all users are between 35 and 54 years old
3 out of every 4 social media minutes
A Few Facebook Statistics

Facebook
Strength in Numbers
Byron Underwood

Goals
Top of mind presence with my friends and past clients so
they refer me to their friends
Find new customers to serve by:
-providing real estate information online to create new
relationships
-creating positive feedback from clients for consumers to
read
-participating in online conversations

Strategy
Know your goals
What kind relationship do you want to have with the
people who connect with your page?
How much time are you willing to spend updating your
page?
Defining and prioritizing your goals will help you create
your page posting strategy.

Branding You
Page vs Profile

Branding You
Creating a Business Page www.facebook.com/ByronU

Branding You
Facebook Business Page photos can be up to 540 X 180
pixels. The top portion will be your thumbnail.

Branding You
www.facebook.com/username

Branding You
Facebook Business Page cover photos can be up to 851
X 315 pixels.

Branding You
Cover photos can’t have contact information

Actions
Connect – With friends past clients and influential people
List – Put people into lists to be able to post appropriate
information
Filter – Watch people through lists so you don’t miss
anything
Post – Ask questions and engage

Surprising Facts:
Most fans never return to a page after they like it.
Most posts by pages are seen by less than 10 percent of
their fans.
Many fans will never see your welcome tab.
When fans create new posts on your Facebook page,
other fans don’t see them.

Click Like If…
Post a photo or video related to the dream or benefits
you’re selling, and make it something like
“Click like if you’d love (to have this benefit)”
“Click like if you’d love to see yourself (living such and
such dream).”
“Click like if you love…” (whatever applies to your niche).
“Click like if you think….”
“Click like if you’d love to have….”

Questions and Prompts
Ask open-ended questions
Ask fill-in-the-blank questions
The more you listen, the more likely you are to get what
you want.
The more you talk, the more the other person turns off
and you don’t get what you want.

Good Posts
Asked to Comment:

Good Posts
Have a Call to Action:
• 3X higher engagement when asked to Like
• 3.3X higher engagement when asked to Comment
• 7X higher engagement when asked to Share

Good Posts
Click Like if…

Questions and Prompts
“What one word describes who you feel about…?”
“My ideal work day includes______________. Fill in the
blank and tell us!”
“What happens when you…?”
“What are your goals related to…?”

Engagement Milestones
Getting one percent feedback regularly
People posting spontaneously on your page
Fans seeing and posting on fan page posts
Fans having a discussion on your page

Engagement Versus Sales Posts
Engagement Sales
Click like if… When are you going to…?
Ask a question Are you ready to…?
Share this Check out our…
Photo post Discount
Guess what/where this is Contest

Use Insights to Learn from Your Previous Posts

Organize your friends into lists
Facebook generated lists
Personally generated lists
Targeting Your Market With Lists

Organize you friends into lists
Facebook generated lists
Personally generated lists

How could you use the list option in posting
information?
Hint: Think about targeting
your market.

Filter your wall posts with your list option.
Focuses your attention on
each of your sphere group
separately
Keeps the flow of
conversation organized

How do you create 30 days worth of content?
Let’s discuss: What do you love most about real estate?

Brainstorm a list of what kind of content you
want to post by thinking about who you wish to
reach.
Ask yourself:
What do I love most about real estate?
Why do I love this community?
How can I share my personality?

Agent Videos

Why create 30 days worth of content?
1. It makes your posting strategic
2. It saves time
3. It will give you a starting point on have the first
30 – 60 days worth of content

Local Real
Estate
National and State
Real Estate
Community News and
Events
My Interests
New Listing Housing News School Events
Favorite Sport
Teams
Just Sold
Mortgage 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
Improvement/Construction

Sources for engaging Facebook page content

Social Caffiene TM

Thank you
Great Results are the Sum of Small Things,
Done Well, Repeatedly -Floyd Wickman

Marketing to Today's Consumer

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