marketing to today's consumer
TRANSCRIPT
Social Media Networking
ByronU A degree in Attitude, Activity, SUCCESS!
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Social Media RevolutionByronU A degree in Attitude, Activity, SUCCESS!
Down1. 90% of all buyers trust these recommendations2. By 2018 will account for over 2/3s of mobile usage3. The percent of the worlds population that is under 30 yrs old4. The largest population in the world
Across5. The fastest growing group on Twitter6. More people own a mobile device than this item7. Have a longer attention span than the average person
ByronU A degree in Attitude, Activity, SUCCESS!
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Social Media RevolutionByronU A degree in Attitude, Activity, SUCCESS!
Down1. 90% of all buyers trust these recommendations2. By 2018 will account for over 2/3s of mobile usage3. The percent of the worlds population that is under 30 yrs old4. The largest population in the world
Across5. The fastest growing group on Twitter6. More people own a mobile device than this item7. Have a longer attention span than the average person
ByronU A degree in Attitude, Activity, SUCCESS!
PROSPECTING FOR THE NEW CONSUMER
Byron Underwood
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ByronU A degree in Attitude, Activity, SUCCESS!
We dont own the information anymoreWhat consumers demandMarketing in a new millenniumThe power is in the wheel
AGENDA
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We dont own the informationByronU A degree in Attitude, Activity, SUCCESS!
Dallas Real Estate
We dont own the informationByronU A degree in Attitude, Activity, SUCCESS!
Dallas Real Estate
Page 1 Google
Company Websites3
Listing Aggregators5
Agent Websites0
We dont own the informationByronU A degree in Attitude, Activity, SUCCESS!
Dallas Real Estate
20052010201120142015
Multiple Listing Service50%59%56%50%50%
Realtor.com54%45%45%42%41%
Real Estate Company Website38%43%40%40%37%
Real Estate Agent Website31%42%46%48%46%
Listing Aggregators Trulia, Zillow, etc.11%41%38%51%58%Newspaper Websites15% 8% 6%4%3%
Social Networking Sites* 2% 1%1%1%Websites used in home searchByronU A degree in Attitude, Activity, SUCCESS!
How buyers locate homesGameByronU A degree in Attitude, Activity, SUCCESS!
What Sources Do Buyers in Texas Used in Home Search
Internet: 80%Real estate agent: 75%Yard Sign: 40%Open house: 30%Mobile Tablet or App:32%Home book or magazine: 15%Online video site:30%
Source: 2015 NAR Profile of Home Buyers and SellersHigher 85%Higher 84%Higher 56%Higher 44%Higher 55%Lower 11%Lower 27%
How buyers locate homesByronU A degree in Attitude, Activity, SUCCESS!
What Source Do Buyers in Texas Use First:
Looked online for properties: 42%Contacted a real estate agent: 19%Researched the home buying process: 6%Talked to a friend or relative: 6%Drove by homes: 6%Researched financing: 2%
Source: 2015 NAR Profile of Home Buyers and Sellers
How buyers locate homesByronU A degree in Attitude, Activity, SUCCESS!
Where Buyers in Texas Found the Home They Purchased:
Builder Talked to a friend or relative InternetPrint newspaper advertisementYard Sign or Open House SellersReal Estate Agent
Source: 2015 NAR Profile of Home Buyers and Sellers
Put these in order from most used to least used13
ByronU A degree in Attitude, Activity, SUCCESS!
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ByronU A degree in Attitude, Activity, SUCCESS!
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How buyers locate homesByronU A degree in Attitude, Activity, SUCCESS!
Where Buyers in Texas Found the Home They Purchased:
Internet: 37%Real Estate Agent: 32%Yard Sign or Open House: 12%Builder: 10%Talked to a friend or relative: 6%Print newspaper advertisement: 1%Sellers: 1%
Source: 2015 NAR Profile of Home Buyers and Sellers
Who can you trust?ByronU A degree in Attitude, Activity, SUCCESS!
Who can you trust?ByronU A degree in Attitude, Activity, SUCCESS!
How buyers found their real estate agent:
Referral40%
Previously used agent14%
Online contact11%
Sign Call 5%
Open Houses 4%
Who can you trust?ByronU A degree in Attitude, Activity, SUCCESS!
Using internet sites to create first contact with a prospect in order to develop relationships with people.
Sushi restaurantPlano, TX 77075
Who can you trust?ByronU A degree in Attitude, Activity, SUCCESS!
Using internet sites to create first contact with a prospect in order to develop relationships with people.
Who can you trust?ByronU A degree in Attitude, Activity, SUCCESS!
Using internet sites to create first contact with a prospect in order to develop relationships with people.
Real estate agentLos Angeles, CA
Who can you trust?ByronU A degree in Attitude, Activity, SUCCESS!
Using internet sites to create first contact with a prospect in order to develop relationships with people.
ByronU A degree in Attitude, Activity, SUCCESS!
Who can you trust?
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What do buyers want?ByronU A degree in Attitude, Activity, SUCCESS!
Top 5 Characteristics of the real estate agent:
What do buyers want?ByronU A degree in Attitude, Activity, SUCCESS!
Top 5 Characteristics of the real estate agent:
Honesty and Integrity
Good Communicator
Good Negotiator
Knowledge of Real Estate Market
Good Interpersonal Skills
ProspectingByronU A degree in Attitude, Activity, SUCCESS!
Effectively market myself and my business through various media avenues that have a substantial return on investment without breaking the bank or taking all my time.
What are agents doing successfully now?
ProspectingByronU A degree in Attitude, Activity, SUCCESS!
What are agents doing successfully now?Monthly Newsletters posted or emailedDirect mail for activity or seasonalPhone call campaignsBillboards and other ad campaignsNewspaper and magazinesCommunity eventsReferrals
ProspectingByronU A degree in Attitude, Activity, SUCCESS!
Creating writing pertinent content to share with others.Curating - discovering, gathering, and presenting digital content that surrounds specific subject matter.Connecting - posting content through media channels including social, blogs, and websitesCulture this is THE BRAND
ProspectingByronU A degree in Attitude, Activity, SUCCESS!
Creating - Content is the most important and powerful thing an agent can offer. - Content allows connection and development of culture.- Content showcases who an agent is and what that agent represents.
ProspectingByronU A degree in Attitude, Activity, SUCCESS!
CuratingWhich pieces of content are appropriate for which channelsWhen to publishHow to best engage the target audience
ByronU A degree in Attitude, Activity, SUCCESS!
Providing valued informationBrainstorm a list of content your target group of followers are looking for
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ByronU A degree in Attitude, Activity, SUCCESS!
Providing valued informationNeighborhood real estate activityMy real estate activityMarket TrendsCommunity eventsCurrent eventsPersonal interestsLegislationHuman interest storiesLists of How toFunny
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ByronU A degree in Attitude, Activity, SUCCESS!
Providing needed informationLocal Real EstateNational and State Real EstateCommunity News and EventsMy Interests
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ByronU A degree in Attitude, Activity, SUCCESS!
Providing needed information
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ByronU A degree in Attitude, Activity, SUCCESS!
Providing valued informationLocal Real EstateNational and State Real EstateCommunity News and EventsMy InterestsNew ListingHousing NewsSchool EventsFavorite Sport TeamsJust SoldMortgage and Finance NewsSchool CalendarVolunteer OpportunitiesNeighborhood TrendsEconomic DataParks and Recreation InformationHobbiesClient TestimonialsCurrent EventsFavorite and New RestaurantsTravel NewsHome ImprovementsRoad ImprovementConstruction
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ProspectingByronU A degree in Attitude, Activity, SUCCESS!
Connecting Strive to engage consumers when and where they actually want to receive content
The Power is in the WheelByronU A degree in Attitude, Activity, SUCCESS!
HOME BASE
ByronU A degree in Attitude, Activity, SUCCESS!
ByronU A degree in Attitude, Activity, SUCCESS!
HOME BASE
OUTPOSTOUTPOSTOUTPOSTOUTPOSTOUTPOST
ByronU A degree in Attitude, Activity, SUCCESS!
ByronU A degree in Attitude, Activity, SUCCESS!
ByronU A degree in Attitude, Activity, SUCCESS!
The Power is in the WheelRecord a short video about preparing your home to sell-use your computer camera, phone, or video camera
Upload it to YouTube on your own Channel
Embed the video in a blog post about preparing your home to sell
Share a link to the article on Facebook, Twitter, and by your email newsletter.
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ByronU A degree in Attitude, Activity, SUCCESS!
The Power is in the WheelHave a seller or buyer record a video recommendation instead of writing a letter.
Upload it to YouTube on your own Channel
Embed the video on your blog on a page called Testimonials
Share a link on Facebook, Twitter, or on an email to a seller confirming an upcoming listing appointment.
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ProspectingByronU A degree in Attitude, Activity, SUCCESS!
Culture Followers follow for a reasonThey like the contentThey prefer the channel usedThey enjoy the ingenuity of the brand
ByronU A degree in Attitude, Activity, SUCCESS!
We dont own the information anymoreWhat consumers demandMarketing in a new millenniumThe power is in the wheelThank You
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ByronU A degree in Attitude, Activity, SUCCESS!
Prospecting with Facebook Business Pages#24127
Byron Underwoodwww.Facebook.com/ByronU
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ByronU A degree in Attitude, Activity, SUCCESS!
Branding You Connecting with PeopleTargeting your Market with Lists Building TrustTaking Control with Content
AGENDA
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ByronU A degree in Attitude, Activity, SUCCESS!
Facebook has over ONE BILLION monthly usersLargest US websiteThe average visit is 20 minutes130 friends and 80 pages1 out of every 7 online minutes is on Facebook40% of all users are between 35 and 54 years old3 out of every 4 social media minutes
A Few Facebook Statistics
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ByronU A degree in Attitude, Activity, SUCCESS!
FacebookStrength in Numbers
Byron Underwood
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GoalsByronU A degree in Attitude, Activity, SUCCESS!
ByronU A degree in Attitude, Activity, SUCCESS!
Top of mind presence with my friends and past clients so they refer me to their friends
Find new customers to serve by:
-providing real estate information online to create new relationships
-creating positive feedback from clients for consumers to read
-participating in online conversations
StrategyByronU A degree in Attitude, Activity, SUCCESS!
ByronU A degree in Attitude, Activity, SUCCESS!
Know your goals
What kind relationship do you want to have with the people who connect with your page?
How much time are you willing to spend updating your page?
Defining and prioritizing your goals will help you create your page posting strategy.
Branding YouByronU A degree in Attitude, Activity, SUCCESS!
Page vs Profile
Branding YouByronU A degree in Attitude, Activity, SUCCESS!
Creating a Business Page www.facebook.com/ByronU
Branding YouByronU A degree in Attitude, Activity, SUCCESS!
Facebook Business Page photos can be up to 540 X 180 pixels. The top portion will be your thumbnail.
Branding YouByronU A degree in Attitude, Activity, SUCCESS!
www.facebook.com/username
Branding YouByronU A degree in Attitude, Activity, SUCCESS!
Facebook Business Page cover photos can be up to 851 X 315 pixels.
Branding YouByronU A degree in Attitude, Activity, SUCCESS!
Facebook Business Page cover photos can be up to 851 X 315 pixels.
Branding YouByronU A degree in Attitude, Activity, SUCCESS!
Facebook Business Page cover photos can be up to 851 X 315 pixels.
Branding YouByronU A degree in Attitude, Activity, SUCCESS!
Cover photos cant have contact information
Connecting with PeopleByronU A degree in Attitude, Activity, SUCCESS!
Actions
Connect With friends past clients and influential people
List Put people into lists to be able to post appropriate information
Filter Watch people through lists so you dont miss anything
Post Ask questions and engage
Connecting with PeopleByronU A degree in Attitude, Activity, SUCCESS!
Surprising Facts:
Most fans never return to a page after they like it.
Most posts by pages are seen by less than 10 percent of their fans.
Many fans will never see your welcome tab.
When fans create new posts on your Facebook page, other fans dont see them.
Connecting with PeopleByronU A degree in Attitude, Activity, SUCCESS!
Click Like If
Post a photo or video related to the dream or benefits youre selling, and make it something like
Click like if youd love (to have this benefit)Click like if youd love to see yourself (living such and such dream).Click like if you love (whatever applies to your niche).Click like if you think.Click like if youd love to have.
Connecting with PeopleByronU A degree in Attitude, Activity, SUCCESS!
Questions and Prompts
Ask open-ended questions
Ask fill-in-the-blank questions
The more you listen, the more likely you are to get what you want.
The more you talk, the more the other person turns off and you dont get what you want.
Connecting with PeopleByronU A degree in Attitude, Activity, SUCCESS!
Good PostsAsked to Comment:
Connecting with PeopleGood PostsHave a Call to Action:
3X higher engagement when asked to Like
3.3X higher engagement when asked to Comment
7X higher engagement when asked to Share
ByronU A degree in Attitude, Activity, SUCCESS!
Connecting with PeopleByronU A degree in Attitude, Activity, SUCCESS!
Good PostsClick Like if
Connecting with PeopleByronU A degree in Attitude, Activity, SUCCESS!
Questions and Prompts
What one word describes who you feel about? My ideal work day includes______________. Fill in the blank and tell us!What happens when you?What are your goals related to?
Connecting with PeopleByronU A degree in Attitude, Activity, SUCCESS!
Engagement Milestones
Getting one percent feedback regularly
People posting spontaneously on your page
Fans seeing and posting on fan page posts
Fans having a discussion on your page
Connecting with PeopleByronU A degree in Attitude, Activity, SUCCESS!
Engagement Versus Sales PostsEngagementSalesClick like ifWhen are you going to?Ask a questionAre you ready to?Share thisCheck out ourPhoto postDiscountGuess what/where this isContest
Connecting with People
ByronU A degree in Attitude, Activity, SUCCESS!
Use Insights to Learn from Your Previous Posts
Connecting with People
ByronU A degree in Attitude, Activity, SUCCESS!
Use Insights to Learn from Your Previous Posts
Connecting with People
ByronU A degree in Attitude, Activity, SUCCESS!
Use Insights to Learn from Your Previous Posts
Organize your friends into listsFacebook generated lists
Personally generated listsTargeting Your Market With ListsByronU A degree in Attitude, Activity, SUCCESS!
Organize you friends into listsFacebook generated lists
Personally generated listsTargeting Your Market With ListsByronU A degree in Attitude, Activity, SUCCESS!
Organize you friends into listsFacebook generated lists
Personally generated listsTargeting Your Market With ListsByronU A degree in Attitude, Activity, SUCCESS!
Organize you friends into listsFacebook generated lists
Personally generated listsTargeting Your Market With ListsByronU A degree in Attitude, Activity, SUCCESS!
How could you use the list option in posting information?
Hint: Think about targeting your market.Targeting Your Market With ListsByronU A degree in Attitude, Activity, SUCCESS!
Filter your wall posts with your list option.
Targeting Your Market With ListsByronU A degree in Attitude, Activity, SUCCESS!
Focuses your attention on each of your sphere group separately
Keeps the flow of conversation organized
Taking Control with ContentByronU A degree in Attitude, Activity, SUCCESS!
How do you create 30 days worth of content? Lets discuss: What do you love most about real estate?
Taking Control with ContentByronU A degree in Attitude, Activity, SUCCESS!
Brainstorm a list of what kind of content you want to post by thinking about who you wish to reach.Ask yourself:
What do I love most about real estate?
Why do I love this community?
How can I share my personality?
ByronU A degree in Attitude, Activity, SUCCESS!
Agent Videos
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ByronU A degree in Attitude, Activity, SUCCESS!
Agent Videos
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ByronU A degree in Attitude, Activity, SUCCESS!
Agent Videos
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ByronU A degree in Attitude, Activity, SUCCESS!
Agent Videos
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Taking Control with ContentByronU A degree in Attitude, Activity, SUCCESS!
Why create 30 days worth of content? 1. It makes your posting strategic
2. It saves time
3. It will give you a starting point on have the first 30 60 days worth of content
Taking Control with ContentByronU A degree in Attitude, Activity, SUCCESS!
Local Real EstateNational and State Real EstateCommunity News and EventsMy InterestsNew ListingHousing NewsSchool EventsFavorite Sport TeamsJust SoldMortgage and Finance NewsSchool CalendarVolunteer OpportunitiesNeighborhood TrendsEconomic DataParks and Recreation InformationHobbiesClient TestimonialsCurrent EventsFavorite and New RestaurantsTravel NewsHome ImprovementsRoad Improvement/Construction
Taking Control with ContentByronU A degree in Attitude, Activity, SUCCESS!
Sources for engaging Facebook page content
Taking Control with ContentByronU A degree in Attitude, Activity, SUCCESS!
Social Caffiene TM
ByronU A degree in Attitude, Activity, SUCCESS!
Taking Control with Content
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ByronU A degree in Attitude, Activity, SUCCESS!
Taking Control with Content
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Thank youByronU A degree in Attitude, Activity, SUCCESS!
Great Results are the Sum of Small Things, Done Well, Repeatedly -Floyd Wickman