February 23rd presentation for REBAC at NAR.

1. New Marketing Models for
Finding Buyer-Clients Webinar
Connection
Date: February 23, 2010
Time: 2:30pm Eastern; 1:30 pm Central;
12:30 pm Mountain; 11:30 am Pacific
Speaker: Richard Silver

2. Richard Silver is a top-ranked Salesperson with
BOSLEY REAL ESTATE LTD, an early adopter
of Technology, Web 2.0 and presently sits as a
Director-at-Large with the Toronto Real Estate
Board. He is a member of the MLS and Technology
Council at the Canadian Real Estate
Association.
A 30 year veteran, he feels “you are never too old to
re-invent yourself”.
• Website: www.RichardSilver.com
• Blog: www.Torontoism.com
• Breaking News: www.DowntownTorontoNews.com
• Follow on Twitter, Facebook, LinkedIn and YouTube

3. Where are the Buyers?
9 in 10 home buyers used the Internet to search for
homes.
NAR 2009 Profile of Home Buyers and Sellers
By 2010 Gen Y will outnumber Baby Boomers, 96%
of them have joined a social network .
Grunwald Associates National Study

4. Where are Buyers not anymore?
In general, marketing in print media, such as real
estate magazines and newspaper advertisements,
dropped significantly in 2009.
NAR 2009 Profile of Home Buyers and Sellers

5. 1970’s Marketing
Madge: “You are soaking in it”
Palmolive: Jan Miner
2010 Marketing
Word-of-Mouth Trumps Traditional
Advertising

6. Who is the Authority in 2010?
Vs.

7. How do Buyers communicate?

8. Who are the Buyers?
47% of recent home buyers were first-time buyers.
NAR 2009 Profile of Home Buyers and Sellers
The typical first-time home buyer was 30 years
old, while the typical repeat buyer was 48 years
old.
NAR 2009 Profile of Home Buyers and Sellers

9. How do Buyers find us?
44% of buyers found their agent through a
referral from a friend or family member.
NAR 2009 Profile of Home Buyers and Sellers
First-time and repeat buyers largely agreed on
the websites that provided them with the greatest
value in their home search.
NAR 2009 Profile of Home Buyers and Sellers

10. Interesting....
Though 9 in 10 home buyers used the Internet to
search for homes, forty-four percent of buyers
found their agent through a referral from a friend
or family member.
So... 3rd Party referrals and online presence are
important separately but even more so if they exist
together

11. How do we get there?
Become “friend of a friend”
• Networking has always been about expanding
your groups by becoming a “friend of a friend”
• Friends add value in a relationship
• Friends want to tell other friends about the value
that knowing you brings

12. Share your knowledge

13. Viral Marketing
The goal of “Viral Marketing” or “Friends of
Friends” Marketing is to create messages that
Friends will send to their Friends...
the old and so on, and so on, and so on...
Like our friends from the Faberge commercial.

14. How do we engage them?
In 2008, 32% of REALTORS® used social media
sites.
In 2009, the number rose to 84%.
2009 REALTOR® Technology Report

15. The Tools of Engagement
Posting new, important content on a regular basis,
especially through a blog, allows you to actually
engage in online conversations.

16. How do we keep clients engaged?
Buyers rate honesty and trustworthiness among
the most important factors when choosing an
agent.
Nearly one-quarter said that the reputation of an
agent was also an important factor.
NAR 2009 Profile of Home Buyers and Sellers

17. Transparency is key!

18. Your Goal!
To Become the “Go-To” Person

19. What are your excuses?
“I don’t work with Sellers so I have no listings.”
Answer: IDX: Internet Data Exchange

20. “I don’t have Enough Time!”
ASK YOURSELF: How many times in one year
do you answer the same question to a variety of
Buyers?
• When is the best time to buy?
• What are the up-and-coming areas?
• What are the best schools in the area?
• Is there crime in this area?

21. “I don’t have Enough Time!”
ASK YOURSELF: How much of my work
day should spend on branding?
• I suggest a goal of 1/3 of your day....

22. “I don’t have the Money!”
• No excuse: Social Engagement takes time and
not money
• How much money do you presently spend on
advertising to 100% of readers that less than
10% are interested in and the other 90% find
bothersome?
• The problem with print News today is that the
Public can get what they want... and only what
they want online... Google and RSS feeds
• Convinced yet?

23. Where do I start?
A great Blog and Social Media presence answers
your clients questions about the house buying
process in a personal format. A BLOG is just
Frequently Asked Questions.

24. • Listen to the questions posed by your Buyers
• Start writing a Blog, use Facebook, Twitter and
LinkedIn to syndicate your blogs and allow
people to know you and your principals.
• Be respectful, answer some questions but pose
others so that a conversation begins.
• Always remember that the Regulatory
Guidelines that rule your offline also rule your
online.

25. Some questions for you:
• Do you have a Web site?
• Do you have a Blog?
• Does your web site/Blog have an IDX?
• Does your Blog/Web site allow subscription?
• Are you on Facebook, LinkedIn, Twitter,
YouTube?
For more information on blogging, view the Blogging for
Business Webinar located in the Members Section of
REBAC.net

26. RSS Feeds (Really Simple Syndication)
Does your web site and Blog encourage RSS Feeds?
(www.Feedburner.com)

27. Overwhelmed?
• Start small and add... remember your first
child....
• Take one tool at a time, master it, then on to the
next...
• Start developing a plan so you know where you
are going...
• “You don’t need to fix the Car but you must
know how to drive it”. Giving your power and
your voice to a 3rd party is a mistake.

28. Making your message more engaging
www.Tweetdeck.com
www.Sharethis.com
www.Flickr.com
www.iStockphoto.com

29. Invite Connections... Xobni.com

30. Search Engine Optimization

31. Add Content: Content is King!

32. Real Estate Shows and OBEO
www.OBEO.com
RealEstateShows.com/469189

33. www.Youtube.com/channels

34. Breaking News Sites
www.DowntownTorontoNews.com

35. What is the behind the next curve?
• Mobility and the small screen.
• Sony E-Reader, Amazon Kindle, iPad, iPhone,
Blackberry
• Is now the right time for the Tablet PC?

36. Questions?

37. Thank you for Participating
• For more information on new marketing tips,
sign-up for the Real Estate Marketing Reboot
Course at the 2010 Midyear Legislative Meetings
in Washington D.C. at REBAC.net