leadership circle - real estate internet marketing

Leadership Circle

with Charlie Gunningham

Leadership Circle

with Charlie Gunningham

Our Mission

“ putting media power back in our clients’ hands ”

Leadership Circle, 20th Aug 2009 Slide 4

Ad Spend in Australia - 09/10*

1. Takeaway Food …..….$3343m

2. Real Estate Agents ……...$1563m 3. Auto Industry ……….$997m4. Banks ……….$966m5. Supermarkets ……….$774m

Source: IBIS World Research, July 2009

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Internet Media:the power back in your hands

1. Your Site + Google2. Facebook 3. Twitter 4. Enewsletters5. Blogging

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YOUR SITE = YOUR MEDIA

_ Your brand / differentiation_ Only your listings_ Your message_ Grab emails_ Make a connection_ Your broadcast

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YOUR SITE : latest

_ is it in old/latest language? _ how it is on Google?_ does it upload to Google RE?_ does it have latest features?_ video? Mapping? StreetView? Blog? etc… etc…

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asp vs aspx (Dotnet)

_ asp no longer supported (but will work)_ asp will not support future innovations_ aspx search more robust + faster_ aspx better support, XML-components

we’ve not coded in asp since mid 2007

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1. GOOGLE – being found (SEO)

_ It’s not rocket science_ Google reads text_ Title tag (80 characters)_ blogs are great_ update/fresh

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Leadership Circle, 20th Aug 2009 Slide 12REIWA Property Management Breakfast, 16th July 2009 Slide 12

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Just a few case examples…

_ “broome real estate” hutchrealstate.com.au

_ “northbridge apartments for sale” limnios.com

_ “subiaco real estate” paxtonhoad.com.au

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1. GOOGLE – being found (SEO)

_ think of phrases they’d put in (now!)_ test them out on Google…_ how do you fare?_ employ SEO tactics_ keep an eye on it, brag about it!_ it’s credibility (free organic search)

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2. GOOGLE Real Estate

_ July 6th, 2009, 3pm_ new way of being found_ aussiehome, REIWA, upload for you_ your web sites can also be uploaded_ REA and domain are not (yet?ever?)

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http://maps.google.com.au/realestate

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2. GOOGLE Real Estate

_ get yourself on there ($150 to code it)_ future: your web site + google?_ makes your site most important_ is there any danger here? Not for you, but YES for large real estate portal biz models

REIWA Property Management Breakfast, 16th July 2009 Slide 24

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2. Facebook.com

Mark Zuckerberg, Founder

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Do your own FACEBOOK Profile Pagefree ‘n’ easy to set up

people find youyou’re in control540,000 in Perth

more > 40 than < 20500+/day in Perth join

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http://www.facebook.com/gunningham

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Your own FACEBOOK Profile Page

Build your own profileMaybe keep it separate

from biz?Interact

WIIFT!

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Update words/photosWall/Info, News Feed

Comments/LikesFriending PolicyPrivacy Settings

Controls for ads/pages

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Set up a FACEBOOK Group/Business Page

Invite ‘fans’publish events, goings oninteractive shop window

Walls, Photos, discussionsImport blog feed, apps

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http://www.facebook.com/...unique URL

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FACEBOOK Business Page

Link from emails/web siteRun it like your site

Feed from page to your siteUpload videos

Build a community

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FREE FACEBOOK Business Page e-Book

by Peter Fletcher

TheRealEstateMarketingMaven.com

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FACEBOOK Fan Box

Have your FBBusiness page

Update your site+ advertise FB page

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Post your own FACEBOOK Ads

Direct + targettedSet a budget

Easy to set up, edit, cancel + monitor

12mn+ views ($1400)

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Post your own FACEBOOK Ads

Bid / BudgetImpressions

ClicksClick Thru Rate

Cost per ClickCost / Thousand Imp’s

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Create your FACEBOOK Ads

Click AdvertisingCREATE AN ADVERT

1. Design2. Target

3. Pricing

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FACEBOOK Policy

AddictiveTime Wasting

Haven’t got time!

You need a policy, and stick to itHave a reason, WIIFT, part of marketing

Leadership Circle, 20th Aug 2009 Slide 41

SOCIAL MEDIA in Aus (Jun09)

_ Facebook: 6mn visitors (+95% p.a.)

_ MySpace: 3.5mn (only +5%)

_ Twitter: 800,000 (up from 13,000)

_ 70%+ net users visited social netwks (+29%)

_ Twitter the fastest growing

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3. TWITTER

_ conversations in 140 characters_ easy + very powerful _ unique web address (twitter.com/…)_ link to site, updates, join in_ listings, news, events, h/opens…

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Biz Stone, Founder, Twitter.com

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3. TWITTER Vocab

_ message = tweet_ people who tweet = tweeps_ meet up with tweeps = tweetups_ forward on tweet = retweet (RT)

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http://twitter.com/chazgunningham

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http://twitter.com/aussiehome

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3. TWITTER

_ choosing your name_ background image_ what to say?_ what to pass on (RT)_ who to do it?

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3. TWITTER

_ world’s best search engine?_ find out what ppl are saying about anything, including you! respond_ pass on interesting tweets (RT)_ join in the conversation_ make connectionsREIWA Property Management Breakfast, 16th July 2009 Slide 48

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3. TWITTER

_ it’s your own radio broadcast_ it can update FB for you_ tweets can be imported to site_ look tech savvy!_ brand yourself/company_ talk direct to your clients/prospectsREIWA Property Management Breakfast, 16th July 2009 Slide 49

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3. TWITTER extensions

_ iphone/blackberry apps_ tweetdeck (organises it all)_ twitpic.com (photos out as tweets)

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TWITPIC.com

App that synchs with twitterTake photo, upload +

then it becomes a tweetwith a link to the photo

Can be done from mobilehttp://twitpic.com/photos/chazgunningham

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4. eNewsletters

_ client database_ easy to edit templates_ flick the switch, off they go_ news, events, stats, advice_ no print cost, collect emails

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4. eNewsletters

_ enewslettersonline.com (Vic Park, talk with Sue Nesci, $695 set up, from $275/yr)

_ custom made one; inc SMS too? (talk to aussiehome.com, can be custom made, linked to site)

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4. eNewsletters

_ sign up from yr web site_ unsubscribe/privacy_ keep top of mind, direct_ WIIFT

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5. Video/Podcasts

_ video = compulsive on the web_ podcasts = usu. Audio_ interact directly_ upload to Youtube

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Chad Hurley, Cofounder, Youtube.com

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Aussiehome TV show…

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Upload movies to

Obama did 1,67887 mn views

Av age 45-55 yrstag ‘perth real estate’

DIY, free

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www.youtube.com/aussiehometv

Creates online vidCode for you to use

‘testimonial mountain’Draws in viewer

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“perth real estate” search on Youtube…

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5. Podcasts

_ record audio_ convert to podcast (byoaudio.com)_ paste web address onto property_ testimonials, talk about property, the area, the market…

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6. Blogs

_ interactive 2-way web pages_ you “post” an opinion/story/view + allow public to comment_ you have a lot to say!_ and if you listen, you can learn too

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Advantages SOCIAL MEDIA

- Cheap! and fast/instant- Reach / Accessible- Can be updated/improved- Democratic (power to the little guy)- It involves your clients (directly)

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BLOGS

- a “web log”- leave comments, post- Start your own- video blog (“vlog”)DEMO - http://blog.aussiehome.com, incl back engine

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BLOGGING SOFTWARE

1. Blogger.com (Google)

2. Wordpress.org (popular, purists)

3. DotNetBlogEngine (Microsoft)

latter can fit right inside your site

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THE RULES…not expensive in $’s

Blog often, blog interesting

Show your passionEncourage staff to blog

Be authenticIdeas spread

Allow public to comment

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BENEFITS?

Better Traffic & SEO to your site

Fun, empowering for you/staffListen + Learn from your public

Gather interesting contentWhat goes around comes around

“Markets are conversations”

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Blogs are fantastic for SEO!

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LINKEDIN.com

Professional networkingMakes connections visible

Worth being thereEst 2003

40 mn membershttp://www.youtube.com/watch?v=IzT3JVUGUzM

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LINKEDIN.com

Professional networkingMakes connections visible

Worth being thereEst 2003

40 mn members

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Flickr.com

Est 2004Photo sharing

Galleries, commentsCompany web address

3.6bn imagesBought by Yahoo!

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Flickr.com

Tag photosOrganise into sets

Storage for blog pixCreate your own space

Need yahoo email (free)

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USED TOGETHER – rinse and recycle

- use bit.ly and tweet the links - comment on blogs - blog + tweet links to blog post - photo (twitpic) and upload - link twitter to Facebook updates

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SOCIAL MEDIA POLICY

- our clients & prospects are here- we are going to be here- we’re not going to be distracted- we are going to engage, contribute- we will listen, and learn- we will not talk business (much)

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THANK YOU!

_ loads of ideas_ feedback forms/follow ups?

- for these slides, contact me… charlie@aussiehome.com

Leadership Circle, 20th Aug 2009 Slide 79

FUTURE DATES

3rd Sept, Wembley – GOLF DAY!19th Oct, 9am-1pm - Facebook course (4 CPD pts), REIWA 2-5pm – Twitter course (3 CPD pts), REIWA9th Nov, 9am-5pm – Internet Mkting course (7 CPD pts), REIWANov – tba – Facebook and Twitter in Computer Labs UWA 2nd Dec, 9am-1pm - Facebook course (4 CPD pts), REIWA

2-5pm – Twitter course (3 CPD pts), REIWA2nd Dec – aussiehome.com’s 10th birthday party with bowls!