p r e a summit 2010
DESCRIPTION
Presentation to Prudential Real Estate Summit in Washington, DC, September 20,2010. Three topics include real estate business systems, distressed properties market and real estate social marketing strategies.TRANSCRIPT
Global, National, Local Mindset…You?
3 Pre-Requisites for Change ���
1. Identify and get rid of whatever is holding you back 2. Take Action 3. Focus on What You Want
• Run it Like a Business
• Distressed Properties Market
• Social Media Marketing
Password: dc
First Things First…
Conduct a Real Estate Business
System Assessment
Conduct a Business System
Assessment
How to Create a Real Estate Agent Business Plan
– 3 Steps to Success
Your Business
Vision, Mission,
UVP Business Plan & Goals
Referral System
Listing System
Buyer & Escrows
Lead Gen/
Follow-up
Internet & Social Media
Branding, Marketing
Farming
Door-Knock
SEO - Internet
Open Houses
FSBO/Expireds
Social Media
Distressed Props
SOI
Team Leader - RainMaker
Team Manager
Team Associate
Team Associate
Team Associate
Team Associate
Admin Assistant / TC
Team Associate
Team Associate
Team Associate
Team Associate
Team Associate
Team Associate
Manages & Distributes Leads
Team Accountability
Listings Manager
REO / Short Sale specialist
2 Keys to Success…
Hire Talent
Implement Effective Systems
What is Your Exit Strategy?
Is this your experience?
Top 5 States = 50% foreclosure activity
338,836 foreclosure filings in August…one in 381 U.S.
homes
95,000+ to REO in August
More than 2.3 million homes have been repossessed by lenders since the recession began in December 2007….
more than one million American households are likely to lose their homes to foreclosure this year. - RealtyTrac
Strategic Defaults?
The Bottom line…
Trusted Advisor Compassion
Empathy Rapport
Negotiating
Foreclosure Alternatives Consultation
Short Sale
Team
Real Estate Agent
Short Sale Processor/Negotiator
CPA/Tax Expert
Credit Counselor
Title/Escrow
Keep Home
Give Up Home
“Buy & Bail”
Bankruptcy
Deed-in-Lieu
Short Sale
Forbearance
Loan Mod/Short ReFi
Rent property
Repayment Plan
• Number 1 Source is Your Database!
• Networking with other trusted advisors
• Host a Consumer Educational Seminar
• Target properties 2004-2006, 100% financing with ARMs
• eMail Drip Campaigns (Short Sale Process – Tips)
Blog & Social Networks
Short Sale Consultation Request
Lead Generation Ideas NOD List Campaign
• Mailer – Alternatives to Foreclosure
• Door knock / door drop
• Follow-up mailer – Short Sale Consultation
• Call – if able to get phone numbers
• Seller Short Sale Packet
• Co-Operative Deal-making
• 3-Step Listing Process
• Learn Rapport Skills (NLP)
• Qualify the Short Sale Listing Agent
• Setting Expectations
• Communicate and update often
• Implement a Short Sale System
EDUCATE • You • Team • Consumers • Clients • Co-Op
Agents
EMPOWER
ELEVATE
Stay Educated & Informed
Subscribe to Industry Resources
• Calculated Risk Blog
• DS News
• Housing Wire
• REO Insider
• RISMedia
Short Sale training and certifications
Networking Groups (LinkedIn, Ning)
32
Real Estate Social Media Marketing
Online Usage Majority of online time
spent: Social Networks, E-mail, games
16.4 average hours/week spent online (2 x more than TV)
87% Buyers using internet to search for homes
32% of buyers found home they bought online
Social Media Plan • What do we want to accomplish with our social media
strategy? Be specific.
• Who is going to maintain our social media presence?
• Who is my target audience? Our perfect customer?
• How do we measure success and track results?
1. Identify your audience���
2. Listen & observe���
3. Attract friends, followers, connections, & subscribers���
4. Be relevant, interesting, informative, entertaining���
5. Remember relationships first…. sales will follow!
If You USE VIDEO……
500 Million Users (97 m inUS)
75 million
160 million
• Profile vs Pages vs Groups
• No business on your Facebook profile
• Read Facebook Terms of Use http://www.facebook.com/terms.php
• Use Lists to manage Privacy and separate Business and Personal
• Comply with state real estate laws
Branded profile picture Take
Advantage of the Full, Usable Area
to Brand!
Maximum size of profiles pictures is
180 x 540
Custom Branded Business Page
Get a Branded (vanity) URL – You Need 25 fans/likes
first…
Use a Welcome/ Landing Page
Create Search and other Call To Actions
Tabs
• FBML
• Slideshare
• Facebook.com/RoostApp
• realtor.com/seemylistings/
• YouTube ���
• Networked Blogs
• RSS Graffiti
• Notes
• Wordpress plugin
• Ping.fm���
Go to www.search.twitter.com and type in your market area.
Find interesting people to follow
Create a Tweet Plan
Buy/Sell Tips
Thought-Provoking,
Entertaining
New Listings
Interesting Articles
Quotes
Schedule your Drip Tweets (HootSuite.com)
Create a LI Profile Word template to create and edit your profile.
Personalize your Profile URL
Keep your photo professional. Headshot only.
Keep the “What are you doing now” function updated. Use
ping.fm or the Twitter app for Linkedin
Personalize your websites by using “other” to reflect your
business name and not just “My Website”
Get Recommendations!
Join strategic groups – then invite strategic members to build your network.
Create a group - post interesting and useful information.
Use “LinkedIn Answers” to position yourself as an expert.
Use LinkedIn Answers to get free, valuable advice.
Be relevant!
Customize Your YouTube Channel
Follow the best practices and Search Engine Optimization
tips in the Social Media HandBook
Video Tour Listings
Testimonials
How-To Series
Community Tours
Are you committed to posting on a regular basis? Weekly - to several times
per week?
Ghost blogging - outsourcing
Do you have something to say? Do you enjoy writing?
Can you provide compelling, valuable content for readers?
Is a Blog Right For You?
Blog is Your Social Media Hub
Online Reputation & Brand Management
Have you Googled yourself lately?
Use Consistent Name or Brand
SEO Value!
Google Local Business Center Yahoo Local Zoom Info
Yelp Angie’s List
Real Estate Agent Review Sites
Download Social Media & Online Branding Checklist for Business
Your name Your brand
Your product or service Competitor’s names
Issues Keywords
Ask – Answer Questions
What are you reading? What are you commenting on?
What are you blogging? What are you furious about? What are you excited to see? What do you need right now?
What are you wondering about? What would you like to ask?
Answer Questions
12.5 million uniques/
mth
9 million uniques/
mth
Subscribe to daily emails from industry, local market sources
Use share function- online articles
Share new listings, sold listings
Mobile Apps for… Facebook, LinkedIn,
Twitter, Ping.fm
• Decide which social networks you want to use
• Download and modify the Social Media Action Plan
• Start working on completing the tasks
• Establish a daily/weekly social media activity schedule
• Decide what you can delegate and what you should do
• Don’t forget to sell real estate!
• It’s a process… be patient and persistent
Adopt a daily ritual to start your day in a positive mindset
Some suggestions…
morning meditation, prayer
exercise
read your affirmations, review your goals
eat a healthy breakfast
review your day’s tasks and schedule
When we are no longer able to change a situation,
we are challenged to change ourselves.
~Victor Frankl
Password: dc
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JanOBrien.com ���(Real Estate Coach Blog)
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