What does real estate marketing look like in today’s world? Marketing has changed dramatically in the past decade, and we’ve entered a new frontier. Reaching clients and potential customers used to be a costly venture – with long printing wait-times and pricey postage. Today, online marketing options offer us a free way to keep in touch with our current spheres and reach potential new clients, but the rules are different. This new school of marketing, with its multitude of social media platforms and opportunities, requires a new kind of marketing savvy and can be overwhelming to navigate. This course teaches you how to combine tools like Facebook, Twitter, and YouTube (and more!) along with email marketing and blogging, with the tried-and-true marketing techniques you already know. www.mauraneill.com/digital-marketing

1. Digital Marketing:
The New Kid on the Block
Maura Neill
ABR, CRS, CDPE, REALTOR®
about.me/mauraneill

2. On Twitter?
Tweet live during this class!
@MauraNeill
@WIRealtors
#WRAConv2012

3. “I Have No Time For…”
• Social media
• Blogging
• Photos
• Videos
• Email marketing
• Anything more than I already do!

4. Rule of Thirds
from Chris Brogan
New Executing on Servicing
Prospecting Prospecting Your
Accounts
Photo credit: “3 fire buckets” by Hadleywal on Flickr.com

5. “I Have No Time For…”
• Social media
• Blogging
• Photos
• Videos
• Email marketing
• Anything more than I already do!

6. Your Brand Should Tell Me:
Why You?
• What’s your value proposition to
your clients?
• What sets you apart from others in
the same business? Why should the
client choose you?
• What is your why?

7. yourself.
• Log out of Google/Gmail – see what
others are seeing
• Put your name in quotes, i.e. “Maura
Neill” or “Maura Neill REALTOR”

8. Alerts
What do you find?
Take charge of your online presence.

9. Google “Maura Neill”

10. Branding

11. What is a Brand?
• It’s who you are.
• It’s what sets you apart.
• It’s what your clients think of when
they think of you.
• It’s the story you tell with your
marketing.

12. Are You the Same
Online and Offline?

13. YOU are Your Brand

14. Do You Have a Logo?

15. Get a Professional Logo...
(that doesn’t look) Cheap

16. Are You Using Your Photo?
• Does it look like you? (in other
words, is it current?)
• Is it professional?
• Is it friendly? accessible? relatable?
• Is it prop-free?
• Does it appeal to your target
audience?

17. Broadcasting Your Brand
Consistency is Crucial

18. Consistency:
• Logo
• Colors
• Recognizable photo
• Voice
• Niche
• Message
• Passion

19. To Blog or Not To Blog:
Is There Really Any Question?

20. If you haven’t yet started blogging for
your business…
WHY NOT?

21. Blogging Platforms

23. Blogging:
Buzzword or Business Booster?
Photo credit: “BusinessWeek cover” by moxliukas on Flickr.com

24. Benefits of Blogging
Photo credit: “Audience” by thinkmedialabs on Flickr.com

25. Benefits of Blogging
Photo credit: “Buy Fresh, Buy Local (lomo)” by stevegarfield on Flickr.com

26. Benefits of Blogging

27. Benefits of Blogging
Photo credit: “Bullhorn” by carolbrowne on Flickr.com

28. What Should I Blog?
Content is King

29. Local Market Stats
Photo credit: “Central Scottdale [sic] Real Estate Market” by athomeinscottsdale on Flickr.com

30. Local Dining

31. Local News

32. Local Events & Things To Do

33. Buyer and Seller Tips

34. DIY Home Tips

35. Photos and Videos

36. YOU!
Photo credit: “Who Are You?” by adewale_oshineye on Flickr.com

37. Guest Bloggers
• Partner with other local experts in
related fields
• Student interns (also great for
photography + video blogs)
• Realtors in similar (but not
competing) markets – link-backs!

38. Keys to Blogging Success
• Put a (written) plan in place
• Keep a running topics list / notebook
• Know your target audience
• Write ahead
• Identify guest bloggers
• Be creative
• Keep it fun – for you & your readers
• Stay consistent

39. Blog Sharing –
Already On My Site = SEO Gold

40. Awesome FREE Website Tool
http://marketing.grader.com

41. Social Media:
For UNmarketing Purposes

42. “Always have something to sell,
but don’t always be selling.”
~ Chris Brogan

44. Where Are You?

45. Profiles Need Consistency
• Bio
• Company & contact information
up-to-date
• Photo
• Are you always the same you?

46. Facebook

47. How Do You Use Facebook?
o Fun, fun, fun
o A place to get away from work
o Reconnecting with old friends/clients
o A place to mix business with
pleasure
o Business only – I stay strictly on my
Facebook business page

48. Where Is Your Facebook
Presence?
• Your personal profile – what does it
look like?
• Your Facebook Business Page:
– Do you have one?
– Do you use it effectively?
– Do you need one?
• Where do you spend the most time
and get the most response?

49. Branded Facebook
Business Page

50. Don’t Want a Biz Page?
Find Your Facebook Niche

51. Finding Your Facebook Niche
Bobbi Howe’s Saturday Morning Runners

52. Julie Beall
Put This On Facebook
1,000 pairs of shoes donated…and delivered

53. Harvesting the Information at
Your Fingertips

54. Letting Facebook Do the Work
For You
From Raziel Ungar ~ Burlingame, CA
• Clients’ hobbies, interests
• What you see on Facebook + how
well you’ve gotten to know them
• Sharing articles, books, points of
interest
• An excuse to get in touch

55. Harvesting Facebook for
Client Information
Birthdays & Anniversaries

56. Harvesting Facebook for
Client Information
Facebook gathers useful
info for you!
Timeline-style page
(above); old page style
(right)

57. Facebook:
Your Blog’s Best Friend
Add the “Like” button to your website
to link your Facebook Business Page to
your site:
http://goo.gl/aZbXf
 Integrate your page with your
website: links to blog posts,
website pages, etc.

58. Twitter

59. Tweet Along With Me
• Listening – who’s talking about
what?
• Conversation – jump right in
• Twitter search – key words for your
area and niche market
• Local love – who’s on? who’s
talking? who’s influencing?

60. Twitter Basics
• Who should you follow?
• How do you get followers?
• What should you be tweeting?
• What is a hashtag?
• How can Twitter be useful?

61. Pinterest

62. Pinning as Prospecting?
Pin what interests you – create boards
for yourself and let pinners come to
you

63. Pinning with Past Clients
• Follow your
clients on
Pinterest – see
what they’re
pinning, what
their interests are
• Tag them in pins
that would
interest them

64. Google+

65. Are You on G+ Yet?
• The new kid – who’s using?
• Google owns #1 and #2 search
engine – Google + YouTube
• Public posts are indexed (unlike on
Facebook)  SEO Gold!
• Hangouts!

66. Google+ Public Posts
Make your
posts public

67. Hootsuite
• Manage Facebook, Twitter, G+,
Foursquare, LinkedIn, Wordpress, MySpace
– all from one dashboard
• Schedule tweets & updates
• Save time

68. Hootsuite

69. Blog Share – Social Sharing

70. Email Marketing:
Permission, Not Forgiveness

71. Just because you have my email
address does not mean you have my
permission to add me to your email list.
Can Spam Act: A Compliance Guide for
Businesses - http://goo.gl/SQhHL

72. Email Marketing
• An opt-in is much more valuable
than an apathetic past client
• An opt-out can hurt you
• Produce quality content and
subscribers will come to you
• Create a plan
• Be focused with your content

73. EmailStationery.com
• Branded every email:
– Email signature - $109
– Email stationery - $229
– Signature + stationery - $289
– Complete package - $395 (includes
email postcard + thank you card)

74. My Favorite Email Platforms
V
• Mailchimp.com – FREE for up to
2,000 subscribers, fewer than 12,000
emails/month
• Cocodot.com – unlimited FREE
digital e-cards & invitations – like
E-vite but better! (or print for a small
price)

75. Closing Invitations
Cocodot

76. Blog-Share – Adding Email

77. Video
Just Do It

78. If You’re Not Making Videos…
What Are You Waiting For?
• Face-to-face redefined
• YouTube - #2 search engine
• Embed into your blog
– Use as a mini-Vlog to correspond to a
longer blog post
• Answers FAQs
• Build trust

79. Neighborhood Videos

80. Video Apps
iMovie SocialCam
Videolicious
Tout Animoto

81. Blog Share – Video Mania

82. Social Content Plan
What, where, when & how often?
Key = be consistent:
• Blog: 2 – 3 times / week
• Facebook: 1 – 2 times / day
• Twitter: 4 – 6 times / day
• Google+: 2 – 4 times / day
• Pinterest: when the mood strikes
• Email: bi-weekly to monthly
• Video – frequently, build your library

83. QR Codes –
Bridging Virtual to Mobile

84. What Is That Thing?
• Explain it to your
clients – don’t
assume they
know.
• Give instruction on
flyers: “Download
QR Reader and
scan here for more
information.”

85. Bit.ly
• More than a URL shortener
• Creates and TRACKS shortened URLS,
QR codes, and more

86. Public Relations in
Your Marketing Strategy

87. Connect with the Media
• Gather names & contact info for
local media outlets & content editors
• Request – via email – their story/issue
deadlines (daily, weekly, monthly)
• Find them on Twitter, too
• Make a PR calendar of pertinent
dates/deadlines and keep handy

88. Write a Perfect Press Release
Well-written press
releases will get
more attention
http://goo.gl/qtimM

89. Write a Press Release Online
Instant Press Release
www.ducttapemarketing.com/IPR.htm

90. Press Release Tips
• Proofread once…twice…then again
• Put in all pertinent details (don’t assume
you’ll get a call to fill in the blanks!)
• Include contact information
• Put in a quote or two
• Keep it to one page in length
• Add appropriate photos (your photo,
logo, or event photos)
• Send only once…and send to the
appropriate editor/contact

91. More Cool Tools

92. Fiverr – Cheap Stuff
Have $5 to spare? You could get:
• Professional voice-over
• Cool, graffiti-style portrait
• Say anything you want in an Irish accent
• And so much more!

93. Olloclip
www.olloclip.com
• 3 lenses in one – wide angle, macro,
and fisheye
• $70 – check Amazon.com!

94. Gliffy – Flowcharts Galore
• Create
flowcharts and
diagrams
• FREE 30-day trial

95. SurveyMonkey
• Create surveys, track results
• Collect client data
• FREE accounts

96. PicMonkey
• FREE online photo editing
• Make collages
• Add text, etc.

97. Jing
http://techsmith.com/jing.html
• Screen capture on steroids! FREE!
• Take screenshots (stills)
• Record screencasts (videos)

98. KeepVid
www.keepvid.com
• Download
videos
from
YouTube
• No need
to keep
huge
video files
• FREE!

99. PDF Converter
www.freepdfconvert.com
• FREE online PDF converter
• Keeps links in tact (for uploading to your
website)
• Downside: only 1 convert/30 minutes (with free
service)

100. Cool Tool: Apple TV
• Mirrors your iPad or
iPhone onto your
TV
• In-office listing
presentations apple.com/appletv
• How else could you
use it?

101. Q&A

102. Find This Presentation Online
www.mauraneill.com/digital-marketing
Photo credit: “Computer mouse, mousepad, hand” by Si1veryon Flickr.com

103. Thank You!
Let’s Connect! :)
about.me/mauraneill