reocon social media power of lead generation_1-29-2012

© 2012 REO CON.

Social Media, Internet Marketing and the power of Lead Generation

Presented by: Ken BlevinsJanuary 29, 2012

© 2012 REO CON.

Ken Blevins

• President and CEO of PMH Financial (a stewart company)

• 20+ years Default and Asset Management• Social Media Enthusiast

linkedin.com/in/kenblevins

@kenblevins

facebook.com/pmhfinancial

facebook.com/kenblevins

© 2012 REO CON.

Definition of Social Media

• My Definition of Social Media:

» 2011 – Social media includes the various online technology tools that enable people to communicate easily via the internet to share information and resources.

» 2012 – Social media is all about leveraging online tools that promote sharing and conversations, which ultimately lead to engagement with current and future customers and influencers in your target market. The key to social media working, is having a content marketing strategy that involves the distribution of valuable, relevant and compelling content that promotes the behavior you are looking for that will ultimately drive your business.

© 2012 REO CON.

The Death of the REO Listing Agent

• No more Master Listing Agents• Subject Proximity (25, 20, 10 miles)

» Client scorecard» If there is an agent 7.1 miles why did you

choose the one 15.8 miles from the subject?» Bird’s eye (Google) driving distance (MapQuest)

• Client mandated agent volume limits» Built into Equator and Res.Net

• HERA – Supplier Diversity

© 2012 REO CON.

The Death of the Profitable REO Listing Agent

• Death by Fees» Broker Network Fees» Industry Associations Fees» Training Certification/Designation Fees» Conference Attendee Fees» Referral Fees» Technology Fees

» “Please let me pay to be tasked 200 times a day via email” Fee

» Upload my invoice to get reimbursed Fees» Coming Soon….

» The bend over and grab your ankles fee!!!

© 2012 REO CON.

Disturbing Trends… More for Less

• As an REO Listing Agent…. You’re being asked to do more for less today than at any other time in the history of REO.

• Trend continuing?• Workload getting lighter?

» Less paperwork» Less regulation

• Higher Commission Structures?

© 2012 REO CON.

In Summary

1. No more Master Listing Agents

2. Fee-ed to Death

3. Shrinking Listing Commissions

4. More… paperwork, regulation, tasks, emails

So…. Why do you want to be an REO Listing Agent?

© 2012 REO CON.

Buyers!!! - Sell Side Commission

• 3% sell side commission» No Asset Mangers» No Tasks» No Fees» Limited paperwork comparatively speaking

What are you doing today to capture that 3%?

© 2012 REO CON.

Why NOW is the Greatest Opportunity

• Technology innovations have changed the game forever• Technology has leveled playing field • The game has only begun• The gap between the Have’s and the Have Not’s

continues to widen» Not a Income Gap» Not a Entitlement Gap» Not a Government Services Gap» Or even a traditional educational gap

• It’s a Skills Gap!!!» Continual skill improvement » Ongoing personal development

© 2012 REO CON.

Lead Generation and Capture

• 92% of home buyers begin their search online» 9 in 10 start with the

Internet

Leads

Craigslist

Twitter Facebook

Google +

LinkedinInternet

Marketing

© 2012 REO CON.

Craigslist – Why Start Here?

• It’s Free• Not as intimidating as other platforms• Great tools for testing what works• If done properly, CL generates a ton of buyer

leads

© 2012 REO CON.

Craigslist – Create an Account

• Step 1: Create a Craigslist account» https://accounts.craigslist.org/signup

• You may want to create multiple accounts;» depending on how many times you repost the

same add. » depending on how many total properties you

post in a day you will be posting.

© 2012 REO CON.

Craigslist – You don’t have to create an account, but…

• Creating an account rather than just posting away, allows you to:1. Manage you ads effectively. You can view,

edit, delete and re-post ads all in one place.

2. Better avoid the problems associated with flagging and ghosting.

© 2012 REO CON.

Choose your campaign

• What type of lead (buyers) are you trying to generate?» First time home buyers» Investors» Foreclosure bargain hunters (low value assets)» Multi-family buyers» Luxury home buyers» Vacation/second home buyers

• You want separate campaigns for each type of lead you are trying to generate.

© 2012 REO CON.

Craigslist - Create your campaign

• Pick campaigns that capitalize on hot topics • Foreclosure and Short Sales

» Hot topics – Key words, buzzwords• Think both short-term and long-term

» Short-term on selling the asset» Long-term on building your Buyer’s List

© 2012 REO CON.

The most common mistake with strategy

• Poor or No Call to Action» Ad post: I’m selling this three-bedroom, two-

bath, brick house that has 1,800 square feet and .32 acres…. If you’d like to see it, call me at 555-555-5555.

» This ad will not draw a very good response.» If I’m a buyer and I’m looking at this listing, I’m

not going to call.

© 2012 REO CON.

CTA – Call to Action

• Capturing Leads• Call to Action (CTA)

» Squeeze page » Opt-in page » Landing page

• One page website that offers something for free in exchange for a prospects contact information.

© 2012 REO CON.

Sample Landing Page

© 2012 REO CON.

Sample Landing Page

© 2012 REO CON.

The “Ahhh-Haaa” Moment

• Using Craigslist as a Lead-Generation tool has a greater impact than trying to sell specific properties.

• Two or Three CTA’s1. “For more information on this property click

here.”

2. Investors: “For a free weekly listing of foreclosures in your area please click here.

3. Foreclosure Bargains: Top 10 things you need to know about buying a foreclosure.

© 2012 REO CON.

Social Media that builds buyers lists and generates Income!

1. SocialMedia

2. CTA

3. Landing Page4. Email

Mkting

5. Lead

Database

© 2012 REO CON.

Implementation – Posting

• Numerous posting strategies» New posts go to the top of the list

• What’s worked well for us» Weekly testing – six properties

» 3 Day 1… 3 Day 2… Repeat» You can post up to 10 a day (multiple accounts)» CL limits ads to 48 hours before it can be reposted

© 2012 REO CON.

Implementation – Posting Times

• Week Day» Post 11:30am (Lunch time)» Post 6:00pm (Dinner time)» Post 8:30pm (Internet time)

• Weekend » Post 8:00am (Breakfast)» Post 11:30am (Lunch time)» Post 6:00pm (Dinner time)

© 2012 REO CON.

Bulk Posting

• Craigslist works hard to identify software that does bulk posting. If they catch you, they will close your account. (Google Slap)

• We’re torn on 3rd party vendors or virtual assistants to post your ads. » Recommend you do the posting firsthand in

the beginning early stages.

© 2012 REO CON.

Tracking – What you track improves

• www.craigslistadtracker.com

• Gain Insights that will help Increase Conversion and Generate More Leads and Buyers for Your Business.

• Track Real Estate, Services, For Sale and other Listing Categories. You will know how many times your ads are viewed and how many times someone clicks on the links inside your ads.

© 2012 REO CON.

Testing – Least glamorous, most valuable

• Know…» if your ads have gone live and are being viewed.» Know which headlines are generating the most clicks.» Know which ads are driving traffic to your websites.» Know which ads are generating the most prospects.

• Test…» Headlines» Pictures» Body Text» Posting Times

© 2012 REO CON.

Follow - UP

• E-mail Marketing software (auto responders)» Constant Contact» iContact» Infusionsoft» Aweber» MailChimp (free)

• Automates the process» Email campaign – Series of emails

© 2012 REO CON.

Conclusion

• Social media is all about leveraging online tools that promote sharing and conversations, which ultimately lead to engagement with current and future customers and influencers in your target market. The key to social media working, is having a content marketing strategy that involves the distribution of valuable, relevant and compelling content that promotes the behavior you are looking for that will ultimately drive your business.

• Using Craigslist as a Lead-Generation tool has a greater impact than trying to sell specific properties.

© 2012 REO CON.

REOCON Attendees

• 4 Part Webinar Series» Wednesday’s» February 8th, 15th, 22nd, and 29th. » 60-90 minutes» 5:00pm PST, 6:00pm MST, 7:00pm CST, and

8:00pm EST» Training portal: Access to recorded webinars,

ask questions, comment, etc.» Email: REOCON@pmhfinancial.com

© 2012 REO CON.

Q&A

• Presentations Slides• www.slideshare.net/kenblevins