women's council of realtors las vegas social media, marketing, technology and branding to win...
DESCRIPTION
Women's Council of Realtors Las Vegas Social Media, Marketing, Technology and Branding to Win Listings and Convert BuyersTRANSCRIPT
Proven Strategies for Winning Listings &
Converting Buyers
Burke Smith – Career Highlights
• Chief Communications Officer at HSA Home Warranty• Founder of YourNetCoach, Founder of ipayOne,
Executive Team at Prudential California Realty (Berkshire Hathaway Home Services)
• Licensed California Broker & Real Estate Coach/Consultant/Trainer
• Personally responsible for over 1500 closed real estate transactions
• Featured on CNN & in the New York Times• Nominated 2 years in a row Inman Innovator of the
Year
Clients have closed over $25 billion in residential real estate!
Technology will NEVER replace real estate agents, but agents using technology WILL!
“THIS IS WHY WE STARTED
ZILLOW!”
That’s almost $900 million in closed real estate transactions without a single lead from Zillow or Trulia!
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
How you CLOSE the Sale with Social Media
Your #1 Goal is NOT to schedule an appointment to show them the perfect property!!
Your #1 Goal is that by the time they call, the prospect believes you are the perfect person to show them any
property because you understand their needs
1. Build a brand. You’re not just an agent, you are a brand within a brand. What is your niche?
2. Market for listing appointments by creating a higher perceived value. The 40/40/20 rule.
3. Everything you do offline MUST have a call to action to drive people online.
4. Leverage your SOI through Social Media by separating your personal and professional life. (FB & LinkedIn)
What do 75% of potential homesellers say they want but only 1% of agents offer?
Proven Solution Strategies for Winning more Listings
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 Las Vegas Real Estate”
What is YOUR Niche?
Create AGGRESSIVE referrals
What is Social Branding?
CONSISTENCY OFFLINE & ONLINECONSISTENCY ACROSS ALL MEDIA
Market for listing appointments by creating a higher perceived value. The 40/40/20 rule.
40/40/20 RULEfor 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 Las Vegas
Leverage your SOI through Social Media by separating your personal and professional life. (FB & LinkedIn)
Over 1 billion usersAvg. user has 229 Friends
229 Friends!
• Your next best customer is connected to your current customers
Value of Facebook
Separating Personal & Professional
Separate Your Personal From Professional
• www.facebook.com/pages/create• Choose Local Business or Place
Create A Page
SEOLinks to different parts of
your website
Branded cover photo with contact info
Separate Your Personal From Professional
• www.facebook.com/pages/create• Choose Local Business or Place
Create A Page
• Choose “Real Estate” for the Category• Enter your address and phone number
Create A Page
• YOUR NAME – Realtor for LIST COMMUNITIES• YOUR NAME Team – Selling LIST
COMMUNITIES, • Exp: Burke Smith – Homes in Las Vegas
Naming Your Page
• The more you fill out the easier you are to find
Fill Out Your Info
Focus on Keywords
• Include the most important information about what you offer to your audience
• Important: Include your website URL
Short Description
• Example– YOUR NAME selling homes in LIST COMMUNITIES.
Visit www.YOURWEBSITE.com to find your next home
Short Description
Set Up Your URL
• Edit Page>Update Info>Username
Page Name IS NOT the URLURL
“YourNetCoach”
Page Name
Just a Reminder
What Happens in Vegas…
…stays on Facebook!
Check your security settings!
• Click on the Lock icon in the top right of your profile
• Select “Who can see my stuff?”
Privacy Settings
Facts & Figures
200 million users
7,610 searches on LinkedIn Every Minute
Your Network and Degrees of Connection
What does "your network" and "out of network" mean?• On LinkedIn, people in your
network are called connections and your network is made up of your 1st-degree, 2nd-degree, and 3rd-degree connections and fellow members of your LinkedIn Groups.
• 1st-degree - People you're directly connected to because you have accepted their invitation to connect, or they have accepted your invitation. You'll see a 1st degree icon next to their name in search results and on their profile. You can contact them by sending a message on LinkedIn.
2nd-degree
• People who are connected to your 1st-degree connections. You'll see a 2nd degree icon next to their name in search results and on their profile. You can send them an invitation by clicking Connect or contact them through an InMail or an introduction.
3rd-degree
- People who are connected to your 2nd-degree connections. You'll see a 3rd degree icon next to their name in search results and on their profile. You can send them an invitation by clicking Connect or contact them through an InMail or an introduction.
100% Complete LinkedIn Profile
1) Add a profile photo2) List current position + at least 2 prior jobs3) 5 or more skills on your profile4) Write a summary about yourself5) Fill out your industry and zip code6) Add where you went to school7) Have 50 or more connections
Reach out to professionals such as CPAs instead of attorneys
LinkedIn is your Top Search Result
What makes your Profile Complete? • Your industry and
location• A current position
(with description)• 2 past positions• Your education• Your skills (min. of 3)• A profile photo• 50+ connections
• Real Estate• Real Estate Development• Real Estate Transactions• Commercial Real Estate• Real Estate Economics• Corporate Real Estate• Real Estate Financing• Real Estate License• Residential Homes• First Time Home Buyers• First Time Home Sellers• New Home Sales• Single Family Homes
• Home Staging • Real Estate Staging• Existing Home Sales• Certified New Home Sales
Professional• Condos• Apartments• Valuation• Financial Analysis• High Value Homes• Buyer representation• Move up Buyers• National Association of Realtors
Add These Skills
Endorsements
75% of home sellers say they are more likely to list with an agent who uses video
Only 1% of realtors use a YouTube account to market themselves or their listings
Provide the Solution!
YouTube & Google+
To WIN Listings
State the problem…• 92% of Buyers will start their search on the web• 70% will start on GOOGLE• 73% of sellers say they prefer to list with an agent who
uses video to sell their home• Only 12% of real estate agents have a YouTube channel• Only 1% of agents use YouTube to market their listings
• Property Videos– Use property photos to create a branded slideshow tour of a listing with
voiceover. – Include pricing information and a link to the listing in the description
Tactics
Video Ideas• Open House Promotions
– Give people a sneak peek at a new property and let them know when the next open house will be
• Property Videos– Use property photos to create a branded slideshow tour
of a listing with voiceover. – Include pricing information and a link to the listing in the
description
Video Ideas
• Agent Profiles– Well done agent videos can increase the time spent on
site by prospects• Which in turn decreases their time spent on competitors sites
– Prospects who call an agent after watching a video profile are far more qualified based on the investment they’ve made in learning about the agent.
Video Ideas
• Neighborhood Profiles– Use video to help prospective home buyers learn
about cities or neighborhoods– Hyperlocal– Focus on selling the community, not just the
listing
Tactics
• Neighborhood Profiles
Video Ideas
7,000+ Views
What’s hard about being a Realtor?
Video Ideas• Real Estate Industry Current Events
13,300+ Views
Video Ideas• How To Videos
– Real estate can be a big complicated world for your clients. Help them navigate with short, informational videos that include answers to common questions you receive
Video Ideas• How To Videos
Do Not Do This!!
• Over 6 billion hours of video are watched each month on YouTube—that's almost an hour for every person on Earth
• 100 hours of video are uploaded to YouTube every minute
Facts
• According to Nielsen, YouTube reaches more US adults ages 18-34 than any cable network
Facts
Your Next first time home buyer/seller
Now outnumber baby-boomers!
Would you have advertised during Cheers or Friends or M.A.S.H. if you
could have?
• YouTube Videos are a large factor in determining Google rankings
YouTube Advantages
• Sites that showcase relevant YouTube videos rank higher in organic search results
• This means posting and linking to these videos gives you an advantage over other real estate professionals
YouTube Advantages
• People trust content from videos more than any other medium
• Videos attract 300% more traffic and leads (Marketing
Sherpa)
YouTube Advantages
Making a Video
Equipment
• 720p HD Video
Smart Phonesare all you need
• Easy, Fast Recording• Quick touch up tools• Instant uploads to YouTube and all other social
networks• IPhone only
YouTube Capture
• Boom Mic • $40
Audio
• Lapel Mic • $30-$60
• Have a Plan• Keep it Short
– 1-3 minute videos• Make Content Not Ads
Best Practices
• iMovie (Mac Only)• Windows Movie Maker (Windows)• YouTube (Edit Online)
Video Editing
Easy Photo Collages
• Upload a series of photos
• Select Upload, then Select files to upload.
Uploading a Video
Note: You can also drag and drop a video file into this area to upload it
Uploading a Video
Category
Privacy Settings
Tags
Description
Share This Link
• Title: What you want to call your video.• Include Keywords
• Description: Keep it brief, and include keywords and your company name and information so that people can more easily find your video when they conduct online searches.
• Tags: These are keywords that help identify your video or business. • For example, if you’re a realtor posting a video on how
to stage a home, you might use the following tags: [Home Staging], [How to Sell Your Home], [Name of Your Business]
• Privacy Settings • Public – anyone can view your video• Unlisted - only people who have the link to will
be able to view your video• Private - only those who you list can view the
video
• Category: Select a subject matter category that’s most relevant for your business. Most often “Real Estate”
• Advanced Settings: These settings are optional and allow you to include information about the video location and recording date, and settings for comments.
• Keywords in the Title• Keywords in the Description• Use Tags• Transcription• Keywords in the File name of the video
5 Components to MAXIMIZE Traffic
Do Not Make the #1 Mistake!
Have a URL at the beginning of the description
• You NEED a Google Account• If you have a Gmail for your business use it!
Setting Up A Channel
• Go to www.YouTube.com and choose create an account
• After you are logged in click the drop down arrow on the top right and select My Channel
• Select Click Here right underneath your name to create a channel for your business.
• Enter your business name and category then hit Create Channel
• If you already have an account go to YouTube Settings
• Click on “Create a new channel”
• Choose a Channel Name
• Select Local Business or Place for the Category
• Agree to the Pages Terms
• Set your URL
Once set your URL is permanent and can never be changed!
Seriously. . . It’s permanent
Add A Description
• Click on the pencil icon
• Channel Description– Highlight your most important content up front i.e. a link to
your website– The description also shows up in the About Tab for a
channel and is a valuable resource for subscribers to find out more
– Include relevant contact information (email, phone, etc)– Remember to think about your description as it shows up
on YouTube- on your channel page and in search results.
• tours for available properties• a welcome video that showcases your expertise • client testimonial videos• neighborhood tours• videos discussing Real Estate trends in your area• how-to videos for home sellers to help them get the
highest possible price (staging, before & after, rehab)• home-buying tips and best practices (first time home
sellers)
YouTube Video Ideas Review
• KISS: Keep It Short and Sweet (3 minutes is good)
• Take advantage of video annotations to share more videos with your audience or link back to your website
• NEVER compromise quality! • Make sure to include your full contact
information in the video
YouTube Production Tips
• If you put in the effort you will see the results.
Remember
Never Give Up
Why Google+ Matters
Be #1
Perception is reality!
Over 90% of Buyers will Start their Search for a Home on the Web and 70% will Start on Google
Who Wants to be #1?
Google represents over 70%
of all searches on the Internet.
Google + Pages
Get found, right when your customers are most interested.
Google Places?
• Now Google + Local
Google + Local
• They place this group of businesses on page #1 of search results, at the top, in prime position each time they sense that a Consumer is “Searching” for an agent.
• When they use words like Realty, Real Estate Office, Real Estate Agents, ect Google inserts “Places” right at the top.
Google + Local
• Think of it as “This generations Yellow Pages”! Just as you HAD TO BE in the Yellow Pages, you really HAVE TO BE in Google+ Local!
When your customers search on Google, the results to the right may include relevant posts, photos, and
videos from your Google+ page.
Verifying Your Page
Request a Pin
When The Pin Arrives
Google+ Pages in Gmail
TOOLS YOU CAN USE
TO MAKE SOCIAL NETWORKING EASIER
Monitoring Your Presence
Realtor
Monitoring Your Presence
Tools You Can Use
Dropbox is one of the most popular cloud computing service available currently. It was just recently valued at $4 Billion. How many times have you created a Power Point or similar presentation for a client and they love it so much, they request a copy via email? The only problem is the file may be too large to e-mail. Enter Dropbox, set up a free account, upload your files, then share them with your desired e-mail address(es). Dropbox will notify the individuals(s) that you shared the file with and provide a link for them to set up their free account. Once they do this, your files can be downloaded for free. It’s a beautiful thing if you want to send large files to your clients and business affiliates. Dropbox is the way to go. Your first 2 GB of storage is free before you are prompted to be a paid member, however users can remove files to maintain their storage capacity below the paid level.
HootSuite
TMTMBBBB SOISOI
Evernote
TMTMBBBB SOISOI
Smartr Contacts (XOBNI)
TMTMBBBB SOISOI
Pic Scatter is by far the easiest. You'll need to give access to your likes, photos, and photos shared with you. Then you can create a montage cover showing a group of your friends or some of your likes. You can also use a specific photo album. But no matter what you choose, make sure you have enough there for Pic Scatter to choose from, to prevent repeating of images.
Pic Scatter is free, but contains branding in the image. It's a super low lifetime fee of $1.50 to remove the branding, and it also gives you access to filters, instant uploads, and downloading images to your desktop.
TMTM SOISOI
Timeline Cover BannerUnlike Pic Scatter, Timeline Cover Banner is totally free and does not contain any branding. It's not as simple, but if you want total control over your Facebook Timeline's cover image, this will do the trick. Their tool lets you upload any image (or images) of your choice, which you can then edit or add text to. You can also select from one of many free background images in their gallery. Once you've perfected your cover image, it will download right to your desktop. The big plus here? There's no need to connect via Facebook!
TMTM SOISOI
Pocket (Read It Later)Sync any article, video or web page that you want to read, watch or view later. across to your phone, tablet and computer
TMTM
CamScanner
Use your phone camera to SCAN (take a picture of) all kinds of paper documents and send them to clients
TMTM
SlyDial
TMTM
Magic Plan
TMTMBBBB
Sitegeist
BBBB
Camera awesome
TMTMBBBB
HomeSnap
TMTMBBBB
Video Walkthroughs
• www.YouTube.com/HSAWarranty
HSA Social Media Resources
Facebook.com/hsahomewarranty
Win Prizes
Post on our page and be entered into our monthly fan drawing
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!!!!!
Your HSA Team
Lisa Waldeck Regional Director
Cell: (702) 287-1269 Email: [email protected]
Marie FosterTerritory Manager - Las Vegas
Cell: (702) 351-1713Email: [email protected]