Mastermind Online Marketing Plan

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objective !   1. To establish the goals/objectives in building your own Online Marketing Plan.

!   2. To build a foundation and basic understanding for good techniques in Online Marketing for real estate.

!   3.

Develop your own Online Marketing Plan.

what is agent redefined? !   the brainchild of george

el guapo cuevas.

!   I want to train Realtors to become better at marketing their properties and themselves online.

!   home to the Realtor Training Blog, a free resource for real estate agents to access all of my training.

!   my business is to build your next real estate website and hire me to train you, your office, or at your next event.

!   a free resource for Realtors to get training for online marketing of their properties and themselves.

!   you can ask questions via the blog!!! the realtor training blog

who is el guapo !   former realtor from chicago with extensive short sale & new construction experience.

!   Built 125 single family homes in St. Louis St. Charles County.

!   Tech Geek !   proudly served in the U.S. Army !   I love to travel the country to meet and train realtors in everything that is Realtor Marketing and Technology!

SECTION 1

STATE OF THE MARKET

!  The overall U.S. housing market has been in state of recovery over the past 8-9 months.

!  The housing recovery has not been equal in all places.

!  The housing recovery has been cautiously tepid and slow.

!  The housing recovery has continued despite still high unemployement and flat GDP growth in 2012.

The Beige Book | June-July 2012

Prepared by the Federal Reserve Bank

in Atlanta

!  The Beige Book is a collection of anecdotal economic information put together by Federal Reserve officials to prepare for policy meetings on determining interest rates.

!   June & July 2012: Economy is seeing slow growth and moving at a “modest” pace.

!   Hiring by the private and public sectors remain “Tepid”

!  Not until 2016 will the housing sector be 'normal,' according to IHS Global Insight economist Patrick Newport.

The Beige Book

Prepared by the Federal Reserve Bank

in Atlanta

!  June-July 2012 saw U.S. homebuilders start construction of new homes at the fastest pace since 2008. New housing starts at 760,000 in July 2012.

!  New Construction Increased 36.9% in the Western/ Southwestern states.

!  22.2% in the Northeast, -4.2% in the South, -7.3% in the Midwest.

!  The housing market is one of the few parts of the U.S. economy that has not slowed during the recent slowdown in the overall U.S. Economy.

!  It is possible that the housing market may contribute to the nations annual economic growth in 2012!!!!

Total Foreclosure Activity By State August 2012

Illinois in 3rd Place

Foreclosure Activity by Type

August 2012

REO Sales decrease 31% from a year ago. 2nd QTR 2012

Foreclosures & Short Sales in the U.S.

!  The gap between REO’s and Short Sales continued to Shrink in the 2nd QTR 2012.

!   REO’s outnumbered short sales by just 9,833, the smallest difference since the 3rd QTR of 2007.

!   14% of all Sales were Non-Foreclosure Short Sales. A transaction on a property in which the foreclosure process as not yet started.

!   Realty Trac VP Daren Blomquist, “Given the shortage of supply and the seasonally strong buyer demand in the 2nd QTR 2012, it’s no surprise that the average foreclosure related sales price increased both on a quarterly and annual basis”

realtor     marke,ng     plan   real  estate  websites  |  online  marke,ng  |  training  

the realtor online marketing plan section 2 ! ! ! ! !

  Marketing Basics   Social Media   Trulia & Zillow   Develop Your Plan   Take into consideration the Market

Conditions

just using social media won t take you to the promise land of unicorns and pots of gold

using the social media s are just TOOL s to use for broadcasting your message and expanding your reach...

Social Media & Real Estate !      engage  in  social  media  both  SOCIALLY  &  for  REAL  ESTATE.  

!      don’t  treat  all  social  media  plaDorms  the  same.   !      be  willing  to  adapt  to  changes  in  how  social  media  is  used   and  consumed  by  users.  

!      reach  for  your  natural  crea,ve  ability.   !      decide  which  social  media  plaDorms  you  want                                            to   engage  in.  

!      be  willing  to  get  the  informa,on  and  educa,on  on  how  to   use  these  plaDorms.  

the 3 main sources for real estate leads... !  DATABASE LEADS: Your sphere of influence !  COLD LEADS: Advertising, mass mailing, office phone calls, etc...

!   ONLINE - INTERNET LEADS:

Social media, Trulia/ Zillow, websites, blogging, etc...)

three undeniable truths about effective marketing !  campaigns need an objective - goal.

plus, they are

set with a start & end point.

!  campaigns should run consistent and repetitious. (marketing never sleeps)

!  return on investment (ROI): campaigns must be

measured and analyzed for cost vs. effectiveness.

3 stages of online - internet marketing for real estate

stage 1: basic !   full deployment of all free accounts !   breakdown into two types of accounts a. social media (facebook, youtube, linkedin, twitter, pinterest...) b. online property marketing (zillow, trulia, homes.com, realtor.com...)

!   free profiles completely filled out for optimization. !   activate program for building online testimonials. !   back to basics - pictures and video

stage 1: basic agent branding !extremely   your own branding of your name and your business is important when engaging online for lead generation.

!   take extra consideration of your profile pictures & logos. !you  think of your events, activities, and community and how can interject these into your online marketing. !potential   remember how your branding is extremely important to buyers and sellers when they find you online.

stage 1: basicyour mission

your primary mission in stage 1 is to get your professional name everywhere on the internet through the use of free social media and property marketing sites

stage 1: basic ! ! ! ! ! ! ! !

f  acebook t  witter  youtube  google+  google places  linkedin  yelp  pinterest

• zillow.com • trulia.com • realtor.com

Set up and optimize the following accounts: Use this as a guide for completing

SOCIAL NETWORKING WEBSITES

REAL ESTATE MARKETING WEBSITES

NAR: 2011 Report On Homebuyer Statistics ! ! ! !

  37% were First-Time Buyers, Medium Age 31   63% Walked through a home that they first previewed online.   63% were Repeat Buyers, Medium Age 53   10% Found an Realtor online to buy a home.

INFORMATION SOURCES FOR BUYER PROPERTY SEARCH

•  53% Drove by a home they previewed online first. •  88% Of buyers used Internet Searches for homes. •  87% Of buyers used a Real Estate Agent for home searches. •  55% From Yard Signs •  30% From Newspaper Ads •  19% Home Book and/or Magazine

stage 1: basic additional notes !   Consider using AngiesList.com if your looking for more exposure. It s not free but effective.

!   Make a plan for getting all of these profiles completed. It should not take more than 1-2 weeks.

!   Consider which social media you want to engage in. It s not absolutely necessary that you engage on all of them. Ask El Guapo for more info...

stage 1: changing your view on social media The Social Media Networks simply provide some sort of outlet or platform to broadcast your message... Realtors will often say to me “Hey is Facebook working for you? Because it doesn't work for me, I post all of my listings on it but never get any one interested” Social Media Networks are not a Classifieds Ad. What works is your ability to generate meaningful relationships and community. The network is just a place for you to do that relationship building in.

stage 1: changing your view on social media The real power of social networking isn’t in social networking. The real power of social networking isn’t in collecting likes or retweets or followers or fans. The real power of social networking isn’t in gathering up large numbers of these abstractions. The power of social networking is real. It is in creating real connections in real time by the use of Images, Videos, Ideas, & Thoughts....

stage 1: changing your view on social media Your relationships in the real world are real. Your ability to use digital tools and press buttons on keyboards and tap flat pieces of glass and plastic with invisible electronic sensors embedded and connected to more copper and silicon and then transmitted through the air to towers and wending through space and time until it arrives on someone else’s piece of glass where it jumps instantaneously into their mind... where your idea becomes their idea too. real power of social networking.

This is the

stage 1:

!   I believe both of these sites are as valuable as Social Media.

!   Fill out your profiles 100% on both of these platforms. !   Update your listings & Connect your listings on both of these platforms.

!   Use Video & Additional Pictures for marketing your listings online.

!   Use the Trulia Blog to expand your authority on Buyer/ Seller topics and issues.

stage 1:

!   Probably the most important tool for you to use on these platforms are to use the Recommendations feature.

!   Start building your Realtor Online Presence by having a completed profile and plenty of Recommendations.

!   MOST IMPORTANT:

Recommendations will help you place higher in the Agent Results & Listings Results.

Advertisements

!   Trulia & Zillow both sell different types of Advertising Plans.

!   These plans go by Zip Codes. !   Apply basic marketing rules when engaging in Advertising Plans on both Trulia & Zillow.

!   Contact me for more information.

with a basic account on zillow

one of chicago s top agents not taking advantage of zillow , YET

one of chicago s top agents n taking advantage of zillow

GOTO ZILLOW & TRULIA PROFILES ONLINE

SWITCH TO SOCIAL MEDIA SLIDES

stage 2: advanced ! ! ! ! !

  real estate website   blogging   advanced Trulia & Zillow accounts   video production   it s all about producing content, content,

and more content.....

stage 2: advanced

the real estate website

!your   a clients real estate website should be an information portal for & prospective clients !   a base website is your online - interactive business card !searches,   info forhow buyers: school info, mortgage calculators, property to guides/e-books and tool kits !marketing   info forplan, sellers: how to guides/e-books and tool kits, your property evaluations !property   info formanagement, real estate: short sales, community, rent to own, etc... !website   The Blog: you can activate the blog feature of a wordpress and begin producing weekly content for improving your natural SEO, plus establishing yourself as an authority figure in your market.

stage 2: advanced

blogging

!for  blogging is an easy way to develop a catalog of information buyers and sellers. !authority   with effective blogging you can establish yourself as an figure on real estate in your community. !build   developing community pages/blogs are an effective way to natural SEO for your website. !other   blogging well written articles can differentiate yourself from competing Realtors in your area.

stage 2: advanced

!   Advanced accounts on Trulia and Zillow work. !   Advanced accounts must be tested and tweaked for optimization.

!   You still must have a completed profile and optimize your listings for full effectiveness.

stage 2: advanced

video production

!   there are two types of video Realtors produce.

1.) Property

Videos & 2.) Realtor Videos.

!   Property Videos:

Showcases your property listing and the agent. Property videos should engaging and unique with limited speaking from the agent and GOOD music.

!   Agent Videos:

Showcase the agent. They can be a simple introductory video, or, an informational video on a specific topic (short sales, first-time buyers, investment property, staging a home, etc...).

!   REAL:

being real in your videos with good sound and video quality is most important. don t be too scripted.

stage 3: braveheart

!territory.   complete destruction to the enemy, conquer your !   google/facebook ads. !   craigslist Advertising w/squeeze pages. !   paid SEO activities