This is my presentation for Real Estate Tech South (RETSO) 2011 in which I discuss the need for real estate agents to create a strategy for their business. Starting with the analysis of past business (business audit) agents should be able to follow along and move through the "data mining" and profiling of their clients - ending with the creation of a "cross platform" marketing strategy. Additional files and spreadsheets can be found at www.scribd.com/mattdollinger
26. So the question becomes – does all of our Tweeting, Facebooking and Four Squaring actually bring us business?
27. My hypothesis Agents are spending too much time on “other” activities than those that bring them business. (i.e. Business Sourcing) The “cool” factor of technology and social media has caused many to abandon tried and true marketing tactics. (i.e. Cross Platform) Due to our multi-tasking society most do not approach their business and marketing with a clear cut and defined strategy. (Strategy)
37. Data Mining and Profiling are not necessarily 4 letter words.
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39. 4 Types of Graphics we want Demographic demographics include gender, race, age, income, disabilities, mobility (in terms of travel time to work or number of vehicles available), educational attainment, home ownership, employment status, and even location.
40. 4 Types of Graphics we want Lifestyle A lifestyle is a characteristic bundle of behaviors that makes sense to both others and oneself in a given time and place, including social relations, consumption, entertainment, and dress. The behaviors and practices within lifestyles are a mixture of habits, conventional ways of doing things, and reasoned actions
41. 4 Types of Graphics we want Psychographic psychographic data refers to any attributes relating to personality, values, attitudes, interests, or lifestyles. They are also called IAO variables (for Interests, Activities, and Opinions).
42. 4 Types of Graphics we want Technographic Technographic segmentation was developed to measure and categorize consumers based on their ownership, use patterns, and attitudes toward information, communication and entertainment technologies.
43. Would knowing all of these things help you prospect, predict and even engage your clients better?
53. Information we have learned Who might be buying or selling What factors might be important to them What life changes they might be experiencing What technology levels we can engage them What other activities they participate in Their personal (estimated) income level How likely they are to refer business to us Who our most valuable clients are i.e. who we need to spend our TIME on
54. Do you know of a software that might help you gather some of this information?