taking control of my market slides

ByronU A degree in Attitude, Activity, SUCCESS!

Taking Control of My Market:Effective Social Media

Byron Underwood


We don’t own the information anymore

What consumers demand

Marketing in a new millennium

The power is in the wheel

AGENDA

A Few Quick Statistics


• 50%• 34 years• 52 years• 94%• 90%

of the world’s population is under 30the age of the average buyer in Houstonthe age of the average Houston real estate agent

of all Gen X’s & Y’s are on at least 1 social siteof consumers trust peer recommendations

We don’t have a choice if we do social media. The question is how well we do it. - Eric Qualman

2005 2010 2011

Multiple Listing Service 50% 59% 56%

Realtor.com 54% 45% 45%

Real Estate Company Website 38% 43% 40%

Real Estate Agent Website 31% 42% 46%

Listing Aggregators Trulia, Zillow, etc. 11% 41% 38%

Newspaper Websites 15% 8% 6%

Social Networking Sites * 2% 1%

Websites used in home search


How buyers locate homes


What Sources Buyers Used in Home Search

Internet: 88%Real estate agent: 87%Yard Sign: 55%Open house: 45%Newspaper ad: 30%Home book or magazine: 19%

Source: 2011 NAR Profile of Home Buyers and Sellers

How buyers locate homes


What Source Do Buyers Use First:

Looked online for properties: 37%Contacted a real estate agent: 19%Researched the home buying process: 10%Talked to a friend or relative: 10%Drove by homes: 8%Researched financing: 6%

Source: 2011 NAR Profile of Home Buyers and Sellers

Who can you trust?


How buyers found their real estate agent:

Referral 40%

Previously used agent 14%

Online contact 11%

Sign Call 5%

Open Houses 4% Source: 2011 NAR Profile of Home Buyers and Sellers

Who can you trust?


Using internet sites to create first contact with a prospect in order to develop relationships with people:

Know Like

TrustYOU

Who can you trust?


Using internet sites to create first contact with a prospect in order to develop relationships with people.

Real estate agent Los Angeles, CA

Who can you trust?


Using internet sites to create first contact with a prospect in order to develop relationships with people.

What do buyers want?


Top 5 Characteristics of the real estate agent:

Honesty and Integrity

Good Communicator

Good Negotiator

Knowledge of Real Estate Market

Good Interpersonal SkillsSource: 2011 NAR Profile of Home Buyers and Sellers


Providing needed information

1. What is your niche?

What is your area of expertise?

Who are you trying to reach?

2. What does this group of need from you?

Seriously…


Providing needed informationKen Find your niche

Learn what your customer needs from you

Do it 1% better

Ignore everything else


Providing needed informationNeighborhood real estate activityMy real estate activityMarket TrendsCommunity eventsCurrent eventsPersonal interestsLegislationHuman interest storiesLists of “How to”Funny


Providing needed informationLocal Real

Estate

National and State Real

EstateCommunity News

and EventsMy Interests

New Listing Housing News School EventsFavorite Sport Teams

Just SoldMortgage and Finance News School Calendar

Volunteer Opportunities

Neighborhood Trends Economic Data

Parks and Recreation Information Hobbies

Client Testimonials Current Events

Favorite and New Restaurants Travel News

Home Improvements

Road ImprovementConstruction


Marketing in a new millenniumCharacteristics of Agents making $100,000 or

more

83% want to be communicated with digitally75% have a Facebook business page47% have over 500 Facebook friends30% have over 500 Twitter followers69% already on Google+81% use Video and have a YouTube channel44% post on social media once a day or more92% in office less than 15 hours a month42% never go to an office meeting

-Inman Survey December 18th 2011


Marketing in a new millenniumLeast effective Return on Investment for agents

Real Estate Search Portals – Zillow, Trulia, Realtor.comNetworking EventsClassified Sites – Craig’s List, etc.Open HousesBroker/Franchise Website and Social PresencePaperwork is the #1 timewaster



Marketing in a new millenniumMost effective Return on Investment

Digitally converting leads into businessEmail NewsletterDatabase Marketing/FarmingIDX registration follow upVirtual assistantsUsing the cloud to store and access data



Marketing in a new millenniumIncrease Overall Brand Awareness- Getting the word out by driving significant views to a website

- Increasing the number of fans to Facebook

- Increasing the number of followers on Twitter

- Increasing the number of video views on YouTube


Marketing in a new millenniumGenerate Leads- Using downloadable content

- Hosting webinars

- Speaking at events and recording them for on demand viewing later

- Utilizing email capture forms and newsletter subscriptions


Marketing in a new millenniumCustomer Retention- Keeping loyal customers loyal

- Staying Top of Mind


Marketing in a new millenniumSales Conversions- Showing a true Return on Investment

- Using social media as a selling tool

- Outpacing your competitor


Marketing in a new millenniumMeasure Effectiveness- Monitoring the entire process

- Reviewing execution of plan to reach online and production goals


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.


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.

ByronU A degree in Attitude, Activity, SUCCESS!ByronU A degree in Attitude, Activity, SUCCESS!

Thank you


Great Results are the Sum of Small Things, Done Well, Repeatedly -Floyd

Wickman