real estate barcamp indiana
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Marketing and branding for real estate professionals with an emphasis on the free and cheap.TRANSCRIPT
Part 1 – MarketingTactics Under $100
G. Sax (@gsax)Director of Communications
10K Research and Marketing
“I ain’t got time for all that.”
I need to be selling, like, NOW!
How much is this sh*t gonna cost me?
The last thing you think about.
Marketing
The first thing to go.
Design / Designer
Print / Printer
Photography / Photographer
Copy / Copywriter
Software
Color Printer
Scanner
Film
Paper
Ink
Mailing lists
Memberships
Car / Gas
$pend, $pend, $pend!Postage
Ad Space
Domain Name / Emails
Server Space for Website
Web Design
Staging
Promotional Products
Closing Gifts
Annual Customer Party
Cards for Special Events
Meals with Clients/Contacts
Tickets to Events
Clothing
Signs and Riders
Continuing Education
Professional Development
Lockbox Fees
Association Dues
Not to Mention...
Ad Rates
Not Tens or Hundreds,
But Thousandsof Dollars
Real Estateis Local
A Few Guiding Principles
Visuals Matter
Guiding Principle
VISUALS + DETAILS
Guiding Principle
AvailabilityDistribute.Distribute.Distribute.
Guiding Principle
Spelling matters!
Good phonemanner.
Be pleasant andclear in voice.
“ummm...”
Your email has
a voice, too.
Communication
The Tools of Communication“Mobile devices”
Text
Website
e-newsletters
Photos
Blog
Video
Status updates
Tweets
Networking
Brand
Swanepoel’sTREND 7
Info Hwy Congestion
Embrace the Basics
93% of all home buyers in Minnesota used the Internet to search for homes (87% nationally).
The typical first-time home buyer was 28 years old. The median age of all home buyers was 34 years old.
2008 National Association of REALTORS®Profile of Home Buyers and Sellers
MINNESOTA REPORT
The Interweb is #1!
Embrace Free
BLOGTypepad | Wordpress
E-NEWSLETTERMad Mimi | Constant Contact | MailChimp
YOUR ASSOCIATIONMIBOR | IAR | NAR
Embrace “Free”
Embrace Fun
Embrace New (be picky)Issuu.com self-publish magazines
ViralHeat.com monitor your reputation on social media
Drop.io share files that are too large to e-mail
Jimdo.com build and host a Web site at no cost
ScreenToaster.com record videos of your screen activity free
99designs.com bid out graphics projects to multiple artists
awayfind.com important emails by text
goldmail.com simple video email; voiceover ppt
getdropbox.com send large photos and files free (up to 2 GB)
Embrace Flash Drives
Embrace Simple
Embrace “Good Enough”
craigslist
Flip
netbook
Google Docs
microblogging
apps
mp3
web-based
a simple text editor goes a
long way
Your WebsiteShould minimally have...
Property photos and descriptions
Searchable listings
Current and working links
Solid organizational structure
Consistency across the board
Quickness of navigation
REALTOR® Magazine Online
Your WebsiteDon't rely on a flat website.
Tell personal stories that turn your visitors into clients.
Be yourself.
Don't be trite. (Same for Facebook)
Don't "sell." Be cool.
Real Estate 2.0
Part 2 – Expose Yourself:Personal Branding
G. Sax (@gsax)Director of Communications
10K Research and Marketing
Social MediaIt’s just a tool.
It takes a strategy.
It takes active participation.
It can be whatever you want it to be.
It can be nothing at all if you want, but...
On average, companies with high levels of social media activity experienced an 18% increase in revenue in the last year.
– American Marketing Association
Social Media
National Associaton of REALTORS® – 2009 REALTOR® Technology Report
Social Media
Facebook's Growing Demographic
– more people to find
– aren't out as much
– love to show off kids and grandkids
In a "face" industry,why wouldn't you be here?
The example with the ring.
The example with the beer.
The example with the midget prostitute.
* Tweet *
Ummm.....wow
In August 2009, Twitter drew 25 million unique visitors, up from 2 million in August 2008.
– Nielsen
The technical barrier is down.
Big PotentialMagazines and newspapers talk at you
Websites talk at you electronically
Blogs talk at you electronically, you talk back
Facebook – organized, interactive group talk
Twitter – all of the above in 140 characters or less.
Engage
Expand your network.
Learn from others.
Quickly and all the time.
TwitterverseGROUND FLOOR@aplusk
MAINSTREAM@Oprah | @MarthaStewart | @TheEllenShow
INDUSTRY@Swanepoel | @tcar | @tboard | @gsax
LOCAL@RockPlanck | @GregCooper | @DukeLong
Twitterverse
@tboard
Saint Paul Real Estate Blog
Blogger
Writer
Photographer
REALTOR®
And I am here
Twitterverse
@tcar
NAR Director of Social Media
He changed relationship status to single
He sprained his ankle
He cut his hand opening a blister pack
He ate Cheetos
* Tweet *
www.mytechopinion.com/twitter-for-real-estate-twits
Case Study – Jimmy Fallon
@jimmyfallonForget Leno & Letterman. They’re old.
Even Conan was a Twitter hater. I’m old.
Case Study – Jimmy Fallon
Case Study – Jimmy Fallon
Social RealityChamber of Commerce Events
Community Involvement
Tweet Ups, Networking Events
Association Involvement
YOU STILL HAVE TOGET OUT THERE
Social EvolutionHorses
Radio
TV
We Change the WayWe Use These Things
Computers
Internet
Blogs
Tweets
Social Evolution
Millennial (Gen Y, Echo Boomer)Born after 1980.Already outnumber Gen X.By 2010, will outnumber Boomers.
Do not discount their choices.
Overheard
“Visibility is more
important than ability.
Secret agents don’t do
a lot of business.”
“Touch” now means...
Email style, availability
Text style, availability
Twitter, Facebook update frequency
Quality and weight of paper stock
Your business cards
Communication Touch
one or two sides?
gloss or no gloss?
need for email, web, other?
designations?
imagery?
photos?
Business Cards
Business Photos
must be truthful and accurate
company name in all marketing
teams: only “group” or “team”
company name larger than team
individual name can be larger
Communication Ethics
company website in marketing
no rules for listed phone numbers
must include name of state
listed price only price you can use
Communication Ethics
That’s all well and good, but...
My Ideal Business Card
Greg Sax
Director of Communications
@gsax
You can call me G. Sax if you want to.
Postcards & Info Boxes
Open Houses
Bus Benches, Billboards
Print, Fax...Dead?
Learn, Try, Do
Be Creative, Have Fun
Beyond the Business Card
Be consistent.
(Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003)
CAN-SPAM
You must allow for opt-out.
You must provide a legitimate address.
Subject headers must be about the content.
10 days to take care of opt-out requests.
Communication Smell TestIf you smell like spam,
you're better off working for Hormel.
Brand: Case Study
Brand Consistency
Brand Consistency
Brand Identity
Brand Perception
Advil | Ibuprofen
Tylenol | Acetaminophen
REALTOR® | For Sale by Owner
Brand Personality
Brand Personalitythe you in a suit
the you in the neighborhood
the you in the community
the online photos of you
the Googled you
the Facebook you
the LinkedIn you
the blog you
the Twitter you
the rated you
AND NOW...
Brand: The Rated You
Brand: Integration
YOUYOUR BROKER
Brand: Integration
Brand: Integration
Brand: Integration
Brand: Integration
Brand: Integration
Brand: Case Studies
Brand: George Foreman
Brand: George Foreman
Brand: Ice Cube
Brand: Ice Cube
Brand: Arnold
Brand: Arnold
Brand: Arnold
Brand: Millionaire
Brand: Millionaire
Brand Safety
No alluring or provocative photography
Limit shared personal information
Concentrate on professional proficiency
Maintain care with new clients
Real Estate Safety Council’s “Safety Guide”City of Mesa, AZ, Realtytimes.com
Nevada County Board of REALTORS®
Not Recommended
Bad PR?
“This is not a joke. Before I ever got into real estate, I had very little respect for the profession.
Give me a call and I'll tell you all about it.”
Ask me about the PHX example.
Bad PR?
Is now a good time to buy a home in Phoenix?
I don't know. Maybe, maybe not.
Is now a good time to sell a home in Phoenix?
I'll give you a hint —
maybe, maybe not.
Thank You for Your Time!
G. Sax (@gsax)Director of Communications
10K Research and Marketing