the institute for luxury home marketing - where …by helen leggatt most research shows that the...

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Where Online Do the Affluent Go? Hows Your Online Reputation When They Get There? Dawn Thomas, CLHMS, CIPS, CRS, Broker Associate Intero Real Estate Services, Los Altos, CA www.SiliconValleyandBeyond.com (650) 947-4661 1

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Page 1: The Institute for Luxury Home Marketing - Where …by Helen Leggatt Most research shows that the general population follows brands on social media such as Facebook and Twitter because

Where Online Do the Affluent Go?

How’s Your Online Reputation When They Get There?

Dawn Thomas, CLHMS, CIPS, CRS, Broker AssociateIntero Real Estate Services, Los Altos, CA

www.SiliconValleyandBeyond.com(650) 947-4661

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Page 2: The Institute for Luxury Home Marketing - Where …by Helen Leggatt Most research shows that the general population follows brands on social media such as Facebook and Twitter because

Build Your Reputation and Never Stop Building!

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Page 3: The Institute for Luxury Home Marketing - Where …by Helen Leggatt Most research shows that the general population follows brands on social media such as Facebook and Twitter because

Your Blog Your

Website Your MLS

Conversa)onsWith  you…  &      About  you…

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Page 4: The Institute for Luxury Home Marketing - Where …by Helen Leggatt Most research shows that the general population follows brands on social media such as Facebook and Twitter because

SphereOf

InfluenceClients

PROSPECTS

Who

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Page 5: The Institute for Luxury Home Marketing - Where …by Helen Leggatt Most research shows that the general population follows brands on social media such as Facebook and Twitter because

PROSPECTS

WhyThe market

My house

My move

Can you help me?

Do I want you to?

What is YOUR Plan to Communicate the Answers?

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Page 6: The Institute for Luxury Home Marketing - Where …by Helen Leggatt Most research shows that the general population follows brands on social media such as Facebook and Twitter because

Clients

WhyDuring a Transaction

Access to your networks

After a TransactionEndorsable?Referable?

What is YOUR Plan to Get Online Endorsements?

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Page 7: The Institute for Luxury Home Marketing - Where …by Helen Leggatt Most research shows that the general population follows brands on social media such as Facebook and Twitter because

What  are  they  

looking  for?

the common thread...7

Page 8: The Institute for Luxury Home Marketing - Where …by Helen Leggatt Most research shows that the general population follows brands on social media such as Facebook and Twitter because

YouIn  your  natural  

real  estate  habitat

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Page 10: The Institute for Luxury Home Marketing - Where …by Helen Leggatt Most research shows that the general population follows brands on social media such as Facebook and Twitter because

Your Profiles

Consistent!10

Page 11: The Institute for Luxury Home Marketing - Where …by Helen Leggatt Most research shows that the general population follows brands on social media such as Facebook and Twitter because

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Your Content

Consistent!

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Page 12: The Institute for Luxury Home Marketing - Where …by Helen Leggatt Most research shows that the general population follows brands on social media such as Facebook and Twitter because

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Your Branding/Look

Consistent!

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Page 13: The Institute for Luxury Home Marketing - Where …by Helen Leggatt Most research shows that the general population follows brands on social media such as Facebook and Twitter because

Your Content – User ExperienceHow can they search for homes?Several ways including by LIFESTYLE!

Do you advertise your Luxury Home Marketing Plan?Absolutely!

Do you have a professional presentation that you can send electronically prior to meeting the prospect? Absolutely!

BOTTOM LINE:WHAT MAKES THEM WANT TO

COME BACK? Grade It!13

Page 14: The Institute for Luxury Home Marketing - Where …by Helen Leggatt Most research shows that the general population follows brands on social media such as Facebook and Twitter because

Your Content – Fresh Perspectives

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Page 15: The Institute for Luxury Home Marketing - Where …by Helen Leggatt Most research shows that the general population follows brands on social media such as Facebook and Twitter because

Different  People  Will  Tell  You  Different  Things...

Where  are  they  going?

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Page 16: The Institute for Luxury Home Marketing - Where …by Helen Leggatt Most research shows that the general population follows brands on social media such as Facebook and Twitter because

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Social  Media  Demographics  (by  Flowtown)

LinkedIn  is  Where  the  Higher  Educated  &Higher  Income  Earners  Go!

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Page 17: The Institute for Luxury Home Marketing - Where …by Helen Leggatt Most research shows that the general population follows brands on social media such as Facebook and Twitter because

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Affluent social media users loyal, not seeking discountsWealthy social media users aren't following brands to get discounts and coupons. A new survey from The Affluence Collaborative found those who pull in serious salaries follow a brand on social media because they like it.by Helen Leggatt

Most research shows that the general population follows brands on social media such as Facebook and Twitter because it gives them access to coupons and special deals.However, The Affluent Collaborative's survey, reported by eMarketer, found that those earning higher salaries, over $200k a year or more, are more likely to follow a brand on social media out of loyalty - a compliment to those brands.Less than a third (29%) of those earning $500k or more followed a brand for deals and discounts instead citing "I love the brand and want to follow it" (52.%) as their main motivator.Those earning $200k or more per year are more apt to follow a brand for deals and discounts (39.3%), found the survey, but still not as many as the general population (44.3%).Facebook is the most-used network across all earning levels, but affluent users are more likely to gravitate toward the likes of business network LinkedIn or Twitter as opposed to MySpace or MeetUp.

BizReport.com - News & Insight for Online Marketers $500K+  earners:  

“I  love  the  brand  and  want  to  follow  it  [it  the  main  mo=vator]”

“Facebook  is  the  most-­‐used  network  across  all  earning  levels,  but  affluent  users  are  more  likely  to  gravitate  toward  the  likes  of  business  network  LinkedIn  or  TwiHer...”

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Page 18: The Institute for Luxury Home Marketing - Where …by Helen Leggatt Most research shows that the general population follows brands on social media such as Facebook and Twitter because

Alerts

Hubs & Spokes for Your Business

Blog

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Page 19: The Institute for Luxury Home Marketing - Where …by Helen Leggatt Most research shows that the general population follows brands on social media such as Facebook and Twitter because

Their Content –

Proactive Endorsements

A Request

for Your Endorsement

Links to make

it easy to review…

Congratulations & Thank You!

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Page 20: The Institute for Luxury Home Marketing - Where …by Helen Leggatt Most research shows that the general population follows brands on social media such as Facebook and Twitter because

Monitor it.Manage it.

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Page 21: The Institute for Luxury Home Marketing - Where …by Helen Leggatt Most research shows that the general population follows brands on social media such as Facebook and Twitter because

Monitor yourself.

Monitor theCompetition.

www.google.com/alerts21

Page 22: The Institute for Luxury Home Marketing - Where …by Helen Leggatt Most research shows that the general population follows brands on social media such as Facebook and Twitter because

!!!

Blog  commentsFacebook  Wall  Posts

? &

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Page 23: The Institute for Luxury Home Marketing - Where …by Helen Leggatt Most research shows that the general population follows brands on social media such as Facebook and Twitter because

but sometimes…

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Page 24: The Institute for Luxury Home Marketing - Where …by Helen Leggatt Most research shows that the general population follows brands on social media such as Facebook and Twitter because

JokesterHacker

Unhappy ClientCompetitor

the Ex-

SucksFake FraudScam

not  sa)sfied    with…

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Page 25: The Institute for Luxury Home Marketing - Where …by Helen Leggatt Most research shows that the general population follows brands on social media such as Facebook and Twitter because

Manage It: Respond & Offer

• Be Quick to Respond• Acknowledge Issue•  “Not How We Do Business”• Offer to Address Issue

   No  Ma&er  “What”  or  “Who.”  Other  Readers  Just  Don’t  Care!

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Page 26: The Institute for Luxury Home Marketing - Where …by Helen Leggatt Most research shows that the general population follows brands on social media such as Facebook and Twitter because

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I know what you’re thinking -SHOW ME THE MONEY!What Interest from Sellers and Buyers has The Dawn Thomas Team Received?

RESULTS:1) $1,230,000 listing in Mountain View (listed at $1.195M) - CLOSED and received referral fee from buyers’ agent2) 4% Buyer - CLOSED3) $2.6M listing appointment - now on round two interviews4) $5M+ listing appointment (seller will list in Q1 2012)5) $7M+ buyer for Q1 20126) Many, many other clients have already either closed, are in process, or are incubating.

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Page 27: The Institute for Luxury Home Marketing - Where …by Helen Leggatt Most research shows that the general population follows brands on social media such as Facebook and Twitter because

Don’t Stop Building…

Bottom Line

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Page 28: The Institute for Luxury Home Marketing - Where …by Helen Leggatt Most research shows that the general population follows brands on social media such as Facebook and Twitter because

Thank You! The Dawn Thomas Teamwww.SiliconValleyandBeyond.com(650) 947-4661Serving Your Referrals from Palo Alto to West San Jose

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