winning listings and converting buyers with google plus

Burke SmithFounder of YourNetCoach

Chief Communications Officer, HSA Home Warranty

Technology will never replace agents, but agents using technology will!™

Winning Listings & Converting Buyers With Google Plus

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Burke Smith – Career Highlights

• Chief Communications Officer at HSA Home Warranty

• Founder of YourNetCoach, Founder of ipayOne, Executive Team at Prudential California Realty

• Licensed California Broker & Real Estate Coach/Consultant/Trainer

• Personally responsible for over 1000 closed real estate transactions

• Featured on CNN & in the New York Times• Nominated 2 years in a row Inman Innovator of

the YearClients have closed over $25 billion in residential real estate!

“THIS IS WHY WE STARTED

ZILLOW!”

That’s almost $900 million in closed real estate transactions without a single lead from Zillow or Trulia!

• Featured content writer on RIS Media• Marketing and Promotions at ESPN Radio• Social Media Intern at Monona Terrace• IT and Social Media Consultant at American

Family Insurance• Social Media Specialist at HSA

Phone: 608-798-6001 ext. 6410Email: Brian.Geick@onlineHSA.com

Contact:

Brian Geick – Career Highlights

Think Differently!

What is this class all about?

You help people BUY and SELL the American Dream

First time Home Buyers

Soldier Coming Home from War

Empty Nesters Retiring to Travel the World

This class is About YOU!

Social Media is your FREE platform:• To share your stories• To show your knowledge of a market• To network• Build your S.O.I.• Do PR for you and your business• Recruit and retain

Social Media does NOT replace what you do, it complements what you do!

Help me find a house

What is my house is worth

Tell me how the market is

PROVE TO ME THAT I CAN TRUST YOU

Real Estate 101 vs. Social Media 101

Build a brand. You’re not just an agent, you are a brand within a brand.

What is your niche?

Building a Brand Identity

You’re not just an agent, you’re a brand.What does your brand stand for?

Hint: “Don’t say Loyalty, Integrity and experience”• 3 Step Branding Exercise:• Write down 3 – 5 things that you think your brand represents in the

market.• Ask your family, friends, co-workers and most importantly your past

clients what is the first thing that comes to mind when they think about you and your brand.

• Compare their responses to yours.

What is your BIG, BOLD, BRANDING statement?For example:“The #1 resource for Indiana Real Estate”

What is YOUR Niche?

Create AGGRESSIVE referrals

Market for listing appointments by creating a higher perceived value.

The 40/40/20 rule.

40/40/20 RULE

for Winning More Listing Appointments with Your Marketing

40% is knowing your audience

Some Quick Facts About Your Next First Time Home Buyer

• Equal to or Bigger than Baby Boomer Generation , Roughly 26% of the population

• 3 times the size of Generation X • Weak on interpersonal skills …why? Technology• Spending power exceeds $200 billion • Close to family , so stay in touch with those past clients

40% is the value of what you are offering

Example of Failed Marketing:

Really? I need you for that?

Anybody can tell you how much your home is worth,

contact us today and we will tell you how to make your

home worth MORE!You don’t need to know how

much your home is worth, you need to know how to make

your home worth MORE!

Example of Successful Marketing:

20% is the LOOKWhat’s wrong with this picture?

What’s wrong with this picture?

Everything you do offline MUST have a call to action to drive people online!!!

Everything you do offline MUST have a call to action to drive people online.

For example:

5 Most Important things you need to know when thinking of selling your home in Schererville

What Is Google +?

• A social network very similar to Facebook• Gives a social aspect to all of Google’s services

– Search, Gmail, YouTube, Calendar

Why Do I need To Be On It?Why do I need to

be on another social network?

Get found, right when your customers are most

interested.

What We Know

• 90% of today’s consumers search online when looking for a home

• 33% of people looking for real estate information on Google are searching for local agents or brokers

Search Engines & Real Estate

What do top positioned Google pages have in common?

Top 5Factors correlated with a high Google search ranking• Number of Google +1• Facebook Shares• Backlinks• Facebook Total • Facebook Comments

Domain Name

The number of Google +1’s your website has is more highly correlated with search rankings than the name of your website

Source: Search Metrics

Homes for sale in Indianapolis

Top 3

Real estate agent in Madison WI

Paid Ads

Business placed on the 1st page of search results

Think of it as the new Yellow Pages

Just as you had to be in the Yellow Pages you

NEED to be listed here

What About Google Places?

• In 2012 ‘Google Places’ changed to ‘Google+ Local’

When your customers search on Google, the results to the right may include relevant posts, photos, and

videos from your Google+ page.

Cantera Real Estate

• Google Plus pages get prime real estate in search results

• Includes relevant contact information

• Directions to your office• Reviews• Recent posts

Getting Started

• Go to www.plus.google.com and sign in with a Google account or create a new account

Creating a Google + Page

• Fill in the required information

• Verify your Email

From your Google Plus profile go to Home in the upper left corner and select Pages

Click Create a page

Choose Local Business or Place

• Search for your business and if you find a matching result you can click on it to claim the page other wise choose No not my business

• If your business is already listed you must verify that you are the business owner

• Enter your business information and select a category– Name, Address, Phone – Category: Real Estate Consultant

• Check this box and enter the zip codes of the areas you do business in

• Enter your business information– Name, Address, Phone

• Now we’re ready to fill out your info

If you already had a Google Plus Page made or had to claim your page this is where you can join in

Add A Profile Picture

Click here to upload a profile picture

Add A Profile Picture• Your profile picture should be professional and

of a high resolution• It appears in all your posts and in search results• You may also use a logo if you have one

Add A Cover Photo

Click here to upload a Cover Photo

Click here to upload a cover photo

Add A Cover Photo• Your cover photo is very large (1080 x 608 px) so

use a high resolution photo– Minimum size requirement (480 x 270 px)

• Choose something that catches the eye and represents your business or market

• This image is only seen when people visit your page

Add Map and Search Photos• These are the display photos for your business

on Google Maps and in search results• Use photos of your office, team, and

neighborhoods you service

Add Map and Search Photos

Where your photos appear in search results

• Use Dashboard in the upper left hand corner drop down menu to access to your page’s Activity center

• From here you can see if you’re missing information, verify your page, start a G+ chat with your followers and more

Google + Dashboard

• Add Managers• Delete• Transfer ownership

• Verify your page

Google + Dashboard

• Start a video Hangout

• Edit information about your business

• Complete your page• Use the progress bar at the top to see what

you’re missing– Hours of operation– Upload Photos of your team and building– Add an introduction

Verifying Your Page

• After you’ve filled out your information you can Verify your page

Request a Pin

When the pin arrives, log back into your Google + Dashboard, enter the pin and your

page will be verified

Checklist So Far

Created a page

Uploaded Photos

Filled out basic information

Requested to Verify Page

After Verification• Link your website to your page• Set a Google Plus URL

Verified Local Business pages have a check mark by their photo

Link To Your WebsiteUnder the “About” heading look for a section called Links and hit “Edit” at the bottom

Link To Your WebsiteEnter your website and link to your other social networks

Set A URL• Requirements

– Your page must be verified

• Can not be changed once set• Your URL may be preassigned based on the

name of your page and the name of your linked website.

Set A URLUnder the “Links” section claim your Google + URL

Build Your Brand – Online Reviews• Setting up a Google Plus business page allows

people to review your business• Reviews can not be anonymous. They are linked

to the reviewers Google + profile• Reviews help you show up higher in search

results

“We live in social world where now and for the foreseeable future, the consumer is in control. They are more informed than ever and have a choice of who they work with,”

- Sherry Chris, CEO of Better Homes and Gardens Real Estate

HSA Social Media Resources

Facebook.com/HSAhomewarranty

Video Walkthroughs

• www.YouTube.com/HSAWarranty

Just a Thought…

Everybody is….• Tweeting• Facebooking• Blogging• Texting• Pinging• Posting• Emailing

Nobody is…• Doorknocking• Farming• Calling• Talking• Writing• Mailing• Living

Your opportunity is to combine these two columns!!!!!

Thank You!Burke.Smith@onlinehsa.com

Brian.Geick@onlinehsa.com

Questions