ri404 keynote presentation 2014

GRI 404: Technology

Matthew Rathbun, BrokerABR, ABRM, AHWD, CDPE, CRB, CRS, e-PRO, GREEN, GRI, SFR, SRS

How We’ll Roll Today

Breaks about every 1.5 hours | Lunch is 12-1

Yes, there is an Exam - Yes, you’ll be prepared

You cannot miss more than 15 minutes of class

Page Numbers in Top Right Hand Corner of Slide

Please silence phones

If you must take a call, take it outside

MatthewRathbun

Thinks He’s funnier than he is...

Broker

Husband and Father

Over 10 years in RE

Always strives to be better

www.TheAgentTrainer.com

Who Are You? !Where Are You From? !Is This Your First or Last GRI Class? !What Do YOU Want To Learn Today?

TheAgentTrainer.com/GRIFour Pillars 2010-2011©

Don’t Be

A Squirrel!

I Want My

Jet-Pack!

YouTube Moment: Think Differently

99

The Culture

Act I

96%of homebuyers use the internet as part of the search process

49%of homebuyers found the home they bought online

76%searched on mobile device 76%

drove by home they found online as the first step46%

online inquires actually buy

12weeks of active searching online before buying

3weeks of active searching before contacting agent

51weeks from first online inquiry until becoming serious about looking for a home

of buyers use a REALTOR®

90%

Generations - Traditional's 1925-1945

• Silent Generation !• Owner an average of 3 homes !

• Worked hard and expect the same !

• Difficult to get loyalty

Page 6 and 7

Generations - Baby Boomers 1946-1964

!• Known as the “Me” Generation

!• Believe in “Live to work” !

• Optimistic

Page 6 and 7

Generations - Gen “X” 1965-1976

!• Latch-Key Kids

!• “Time is of the essence” !

• Fiercely Independent

Page 6 and 7

Generations - Gen “Y” 1977-1994

!• 39% are First Time Homebuyers

!• Don’t believe in paying their dues at work !

• Techno-fused! !

• Instant Gratification

Page 6 and 7

Duties to Clients and Customers Standards of Practice 1-2

“The duties imposed by the code of ethics encompass all real estate related activities and transactions whether conducted in person electronically or through any other means”

Demographic &

Market Information

Computers

Act II

Computers

LaptopEssentials

95% full size spill proof keyboard

Good speakers

14-Inch TFT Color Screen

WiFi and Bluetooth Receiver (built in)

Dell Discount Available for REALTORS® via REALTOR®-Benefits Leasing versus Buying?Page 10

Docking Station

Mobile Devices

Act III

YouTube Moment: A Vision For The Future

Microsoft’s Vision of the Future

68%of Real Estate

Buyers search From A mobile Device before speaking to an Agent

30

What Do I Need A SmartPhone For?

• Phone Calls • Texting • Voicemail • Calendar • Internet Access • Task Lists • Real Estate Apps • Search MLS

Page 15

Bluetooth

Wireless MiFi

Personal Wireless Network (Range of about 2 feet, not 300)

Cellular Wireless Cards can be broadband and do have a monthly fee.

Mobile

1Password App - $9.99 Service - $49.99

CamScanner

DocUSign

DocUSign Ink

Dropbox

Evernote

HomeSnap

iScape

MortgageCalcPro

Open House Pro

Postagram

Sitegeist

SitOrSquat

TimeRange

uEligibility - USDA

MRIS CloseIt App

Refresh.io

Battery Doctor

MRIS Homes

Crime Map

uStream

72

Layars

Mobile Payments

• Escrow • Rent • Credit Check • Home Inspections

Google Voice

Act IV

Photography

PhotoExamples

BetterExamples

Text

TextText

Text

TextText

Text

TextText

Text

TextText

Camera Features

Megapixels • More megapixels equals more detail

Zoom Lens

• 10-16x w/ digital enhancement

• 28mm or as close as possible

• Compare optical zoom

• Ignore digital zoom

Size, ease-of-use, and price

Page 16

Camera FeaturesMemory/Storage

• Same card as your phone or PDA

Image stabilization • Ensures sharp pictures if you’ve got a

shaky hand • Or when using the zoom for close-ups

Better software • Image editing • Archiving • Stitching to create panoramic images

Digital Single-Lens Reflex• Interchangeable Lens • HD Photos • Countless Settings • HD Video • Phase Detection Auto-Focus • Speed • Flexible

80

HDR Listing Photos(High Dynamic Range)

Google.com/Picasa

Virtual Staging

87

DigitalHouse

90Seller’s Home Surveillance

Act V

email

E-mail Etiquette

• Get to the point

• Business writing

• Punctuation

• Abbreviations

• Easy on the

formatting

• Spam Page 19

NAR Opinion of CAN SPAM

E-mail is to be used for

• Responses to Inquires

• Contact clients and firms involved in a transaction

• Remain in contact with former client

• Promote property listings

Page 19

Required Disclosures

LoCompany Name

Company Logo

• Clickable Links

• Photos

• Graphics

• E-mail Merge

Benefits of eNewsletters

eNewsletter• Be consistent !

• Monthly is good

• Permission based only – Always ask

permission before youstart sending the E-mail

• Lack of experience does not require you to

MailChimp.com

93

94

Client Management Systems (CRM)

Act VI

CRM Client Management System

Transaction Management

A good Contact Management System can ØMaintain records for the past buyers and sellers ØStore data for target markets ØLight Word Processing Ø…or all of the above J

Contact Management should be one of the first items of software a REALTOR® possesses.

Page  21

Microsoft Outlook

Top Producer

SharperAgent.com

MyRealEstateTools.com

LowesRealtorBenefits.com

Act VII

Internet Fundamentals

The Internet Is Not Owned by Anyone, It’s Shared By All

Marketing on the Web

OfflineMarketing

Search Engine

Marketing

Related Sites

Yard Signs Flyers

Print Ads Direct Ads

Promotional Items Events

Listing Aggregators

Directories

Site Advertising

3rd party Lead Generation

Organic Results

Paid Results

Page 26

MarketingLifestyle

YouTube Moment: Swagger Wagon

Imagine sitting in your cozy sunroom on a warm spring morning, reading a book or laughing with family in Ladysmith,VA. This amazing sunroom comes with 4 bedrooms, 3 full baths & 2 car garage. Enjoy over half an acre while playing volleyball, enjoying a garden or having a family cookout. Seller also including the private master with oversized closet, private bathroom, jacuzzi, cherry hardwoods, fireplace, granite counters & tall cabinets.

This?

...or That?

Home has 4 bedrooms, 3 full baths, 2 car garage and over half an acre of land. Great house. Motivated Seller, bring all offers. Home is subject to Short Sale.

Property Description

Search Stats 2013 MRIS MLSItem Searched Times Per DaySchools 100,203

Rooms 10,687

Amenities 13,083

Appliances 14,306

Transportation 18,850

Exterior Features 20,247

Community Rules 29,828

Square Footage / Living Area 38,052

Cooling Systems 38,052

Current Financing 46,326

Basement Type 49,488

Parking 55,241

Property Condition 64,298

Core Elements of SEOTitle:    Brief  Title  (like  a  book)  example  -­‐  “John  Smith  Real  Estate” !Meta  Descrip3on:    (about  150  characters)    Describes  the  page  using  a  readable  paragraph  !Meta  Tags:    (fewer  are  beJer)  Just  a  few  keywords  related  to  the  content  on  the  page  [not  very  purposeful  anymore]

Title

DescripOon

URL

1

95%…won’t leave the first page

Pay-Per-Click Advertising

• Marketers accountable for delivering an actual return on advertising dollars

• Brokers purchase key words

**Reciprocal  Links  Are  Dead  (for  now) Page 26 & 27

Google.com/addurl

1

Google SEO Starter Guidehttp://goo.gl/ji7N

116

•Aggregator provides leads back to broker via link to broker’s listing

•Online classifieds provide agents with opportunity to expand their marketing reach to more prospective buyers

Page 28

Characteristics of Good Websites

MUST-have features of websites

•Current listing information

•Pictures of listings

•Easy navigation

• Links to other data

• Information about community and buying process

Page 29

Financial calculators are not the same as financial

software

Act VIII

Cloud Computing

.com

Office 365

Carbonite.com

CloudCMA

ZipForms

join.me

Trello

ClosingTi .me

DoorSteps

ACT VIX

Regulatory Review

Virginia - Defining Technology

Virginia Code 18VAC135-20-190 !“Advertising” means all forms of representation, promotion and solicitation disseminated in any manner and by any means of communication to consumers for any purpose related to licensed real estate activity.

Disclosures Required: 1. Firm’s name, city and state of office 2. Licensee’s Name ! 3. License Status ! 4. Jurisdiction(s) Licensed

• Agents name and licensed status must be disclosed on all solicitations or business related pages and e-mails.

!• Brokerage Name and address must appear

on all webpages in the first viewable section.

!• Both must disclose all the locations in which

they hold a license.

!• Actual status of listings must be show 18

VAC1

35-2

0-19

0

Virginia - Defining Technology

!§ All On-line Listings must be kept current and consistent as follows: !§ Ads must be consistent with Property Descriptions and ACTUAL Status !§ Reasonable effort must be made in a written, timely manner for third parties to update listing information. !§ All listing information shall indicate in a readily visible manner the date that the listing information shown was last updated.

Virginia - Defining Technology

!Section D – Prohibited Activities !Implying that the property listed is for sale by the owner or unlicensed

person !Failing to include a notice in all advertising that the owner is a real estate

licensee has interest in a particular property ( as in financial or owner interest )

!Fail to include firm’s licensed name on any sign displayed outside any

place of business !Failure to get written consent of the seller prior to advertising any specific

identifiable property !Property not listed by the party making the advertisement

General Legal Considerations

‣ DefamaOon  ‣ Unlicensed  PracOce  of  Law  ‣ Breach  of  ConfidenOality  of  Clients  ‣ Copyright  ViolaOons  ‣ Untrue  Statements  ‣ Trademark  ConsideraOons  ‣ Necessity  for  Required  Disclosures

130

Anti-Trust

• Commission Discussions !

• Anti-Competitive Agreements !

• “Raising the Bar” Conversations

131

Agent Identity Watch➡Centralized Showing and Lockbox ➡Agent Impersonations Online ➡Access of Client Databases ➡Shared Lockbox Access ➡Shared MLS Entry ➡Computer Threats

➡(By and Against Agents)

Trulia Voice – (Bad) Legal Advice

Code of Ethics Application

➡ Standard of Practice 1-2: Applies Code articles to the internet

➡ Standard of Practice 1-9: Confidentiality ➡Article 10: Fair Housing ➡Article 12: Honesty in Marketing (Similar to VAC) ➡Article 13: Prohibition from giving Legal Advice

➡Article 15: Reckless Statements about other REALTORS®

Page 17

Act X

Page  36

Social Media

137

Marke3ng  is  a  Conversa3on

Social media is

people talking

with other people on the

internet!

Page 32

139

140

John  Smith,  REALTOR®

ME!

141

Where is Dave Carroll Now?$3,500 guitar suffered $1,500 in damages because of the ground crew’s mishandling

According to the Times of London, "...within four days of the song going online, the gathering thunderclouds of bad PR caused United Airlines' stock price to suffer a mid-flight stall, and it plunged by 10%, costing shareholders $180 million. Which, incidentally, would have bought Carroll more than 51,000 replacement guitars."

Launches www.Gripevine.com in February 2012

143

144

148

• Click  to  edit  Master  text  styles

149

Google.com/Alerts

150

93%  of  Social  Media  Users  Believe  A  Company  Should  Have  a  Presence  in  Social  Media.

Cone,  Business  in  Social  Media  Study,  September  2008

Page 90-91

Blogging

Page 104

Page 104

168

Create A Community Connection

EasyEmerge.com

Act XI

Blogging

160160

StoryTelling

161

Architecture  Of TheBlog  

Acceptable Use Policy

Confidentiality Statement

Copyrights

Online Open Houses

www.TheAgentTrainer.com/24HourOpenHouse

Act XIIPage 36

Video

165

168

YouTube Moment: Jenn and The Dog

YouTube Moment: Listing Video

Videolicious.com

Let’s Make a Movie | The Tools

www.Camtasia.com

www.Picasa.com

Let’s Make a Movie | The Tools

Windows Movie Maker explore.live.com/windows-live-movie-maker

Let’s Make a Movie | The Tools

Let’s Interview Online

Skype

Tech-Fatigue

Share one new idea from today’s experience

Facebook.com/mattrathbun

@mattrathbun

matthew@realtor.com

www.TheAgentTrainer.com

YouTube.com/MattRathbun1