ri404 keynote presentation 2014
DESCRIPTION
MR GRI 404TRANSCRIPT
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
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
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
www.TheAgentTrainer.com
YouTube.com/MattRathbun1