GRI Marketing – Real estate technology GRI Marketing – Real estate technology

1. Internet technology

2. Internet resources

3. GPS

4. ZipForm

5. Listing presentations

6. Contact-management software

Learning objectivesLearning objectives

• Explore basics of Web site creation• Review tips to drive traffic to your site• Access and use a variety of Internet

resources• Utilize ZipForm features• Deliver an effective listing presentation

enhanced by technology• Use contact management software to build

your business

Section 1: Internet technology-pg. 3Section 1: Internet technology-pg. 3

We are always hooked up,

tapped in and looking online.

The Internet-pg. 3The Internet-pg. 3

• Roughly 80 percent of homebuyers use the Internet to start the process, research, view, sift and sort

• The Internet can lead to information overload!

• You can help decipher numbers, discuss trends, and guide them through the process

• Consumers today are increasingly tech savvy, so you need to keep up and incorporate technology into your business and practices

• The Internet won’t replace the agent; you can help consumers with what they find on the Internet

Domain names-pg. 4Domain names-pg. 4

• Think carefully about your domain name before you secure it

• Choose a name that will be easy to remember, that communicates your branding, if possible, and complies with NAR guidelines

• Owning your domain name allows you to change your ISP without any disruption to your e-mail or Web site

Domain registering-pg. 4Domain registering-pg. 4

• Register your domain name and incorporate it into your professional presence

– Register.com– NetworkSolutions.com– GoDaddy.com

• You can register a domain name for 1-10 years • You must renew it before it expires• Reserve it for the full ten years to minimize the

risk of the domain name expiring • Keep records of your registration

NAR domain guidelines-pg. 5NAR domain guidelines-pg. 5

The term REALTOR® or REALTORS®

• Must refer to a member or a member's company in the domain name

• May not be used with descriptive words or phrases

• May be used by State or local associations with a geographically descriptive word or phrase

• Does not need to be separated from the member's name or company name with punctuation

For assistance, e-mail NAR at trademark@realtors.org.

Search engines-pg. 5Search engines-pg. 5

• 85% of Internet users use search engines to find what they need

• Your goal is to make your site user-friendly and search-engine friendly

• Success in having your site place high on an Internet search is a fine art

• There is no one perfect way to make your site easily found because the parameters for each search engine are so different

How search engines work-pg. 5How search engines work-pg. 5

• Search engines are software programs that let Internet users search for sites using keywords

• Programs called bots scan Web sites for keywords and index the content of the site based on the keywords that they find and where they find them

• These bots use programs called spiders or web crawlers to index web page content and links

Spiders and Web crawlers-pg.5Spiders and Web crawlers-pg.5

• They rank a site’s content based on the frequency, placement, consistency and relevancy of keywords and adherence to parameters that is unique to the particular search engine

• Good search engine optimization works across all search engines

Search engine optimization-pg. 5Search engine optimization-pg. 5

SEO can be defined as:• The design of a site’s structure, keywords, titles

and submissions to search engines to increase rankings.

• You must understand how customers find you online and how each search engines work.

Search engine optimization-pg. 5 & 6Search engine optimization-pg. 5 & 6

Search engines use criteria to rank sites:

• Page title

• First line of text

• Keywords and metatags

• Comments tag

• Headers

• Link relevancy

• Domain names

• Alt tags, or descriptive text for graphics

• Page layout

Selecting keywords-pg. 6Selecting keywords-pg. 6

When you select keywords you should:

• Consider how the public might think

• Think of products or services that the public would associate with your business

• Avoid words that are too generic

• Use plurals of the keywords you select

• Avoid clever and cutesy

• Investigate what your competition uses

• Regularly research your keyword list & limit keywords to the 10 best

What works-pg. 7What works-pg. 7

• Web sites contain server logs that detail visitors’ habits

• You can also use Web analysis software• If you submit your site to a search engine, be

sure to follow its parameters and complete all of the information

Analyze what works-pg. 7Analyze what works-pg. 7

Your Web site’s server logs can tell you:• What pages users visit most• What search words are most used• Which pages are not used• Your buyer profile• If new content spikes users• How visitors found your site • What browsers your visitors are using

Site submission-pg. 7Site submission-pg. 7

Submission to search engines, directories, spiders and crawlers requires following the specific protocol for each.

• Follow their guidelines exactly when you submit your URL

• Each page on your site has a unique URL so you should submit each major page, and each should have a unique title

What to avoid-pg. 7What to avoid-pg. 7• A competitor’s name in your keyword list

• Keyword stuffing

• Keywords as tiny text or in the same color as background

• Keywords not related to your page content

• Making title changes too often

• A space or exclamation point in front of your title

• Identical pages with different page names

• Submitting multiple pages in a given time period

E-mail marketing-pg. 8E-mail marketing-pg. 8

E-mail can help drive traffic to your site through the following methods:

• Electronic signatures• Autoresponders• Electronic newsletters• Private e-mail lists• Purchasing a direct mailing list• Property Fliers

Autoresponders-pg. 8 Autoresponders-pg. 8 Automatically respond to incoming e-mails 24/7Make sure the text reads well and has no errors Can be timed to send e-mails at regular intervals Some Web site hosting servers offer autoresponders as part of their package Some autoresponders are free with advertising in the response e-mail Other services provide them for a fee

Other traffic drivers-pg. 8Other traffic drivers-pg. 8

•Links on your Web site to additional resources•Direct mail •Banner ads •Useful and current content

Useful and current content-pg. 8Useful and current content-pg. 8Provide content that keeps customers coming back for more:

• Housing information• Surveys• Contests• Stock quotes• Mortgage quotes• Helpful hints• What else?

Handling Internet leads-pg. 9Handling Internet leads-pg. 9• If consumers contact you via your Web site,

they want you to answer them quickly!

• The consumer who is not handled in a professional and timely manner is a lost revenue opportunity.

• Internet leads can be viable leads.

Hierarchy of leads-pg. 9Hierarchy of leads-pg. 9Personal referral Relocation or transferee referralSign calls Ad calls Direct mail Prospecting

Common threads in ranking-pg.9Common threads in ranking-pg.9 Decision to purchase or sell has already been

made Willingness to use a given sales agent Enticement of Web site data Consumer’s position on the sales path Management of lead’s expectations

Create a positive online experience-10Create a positive online experience-10

• Showcase the value of working with you on your Web site

• Value your customers and give them excellent customer service

• Build rapport as you would with someone you met in person

• Treat them as important • Respond promptly to online requests• Assist customers with online needs• Follow-up

Social networking-11Social networking-11

• Online communities geared toward information exchange

• Create a profile for yourself by using the site’s instructionsYou control your profile and the information in it

• Familiarize yourself with site layout and features

Examples:

• MySpace.com http://www.myspace.com/amysharris

• Facebook.com

• LinkedIn.com

Blogging-11 Blogging-11

• Blogger• Barbara's blog• Allen's blog

Blogging-11 Blogging-11

• Blogs post content – which is the writer’s opinion – in chronological order

• Public viewers can view the blog content and submit a reply to the blogger

• The blogger can then post the submission for everyone to see, and perhaps even respond to it

• By answering a consumer’s question or engaging in dialogue, the blogger can establish himself as a professional or a resource

• Blogger• Barbara's blog

Blogging Blogging

• You can direct consumers to different blog posts• You can freshen and re-post previous blog

entries to answer specific questions or as needed

• You can take questions you receive via e-mail and post them on your blog anonymously for your viewing public

• You can even send this post to the person who asked the question

Blogging tipsBlogging tips

1. Post often

2. Keep it short

3. Be honest

4. Blog about your local market or areas you know

5. Tap into local resources

6. Focus on consumers and how to help them

7. Don’t over-promote yourself

8. Link to other blogs or sites

9. Post to other blogs

10.Reply to posters

Online videoOnline video

• You can advertise you, or your listings• You can post to different online venues

Post on your own sitePost on a social networking site

• Have fun with it! But keep it informative and professional

Amy's Personal Youtube

ASH Real Estate You tube

Section 2: Internet resources –pg. 14Section 2: Internet resources –pg. 14

We’ll explore sites and resources for you to use that will help you in your practice.

Tip: Don’t forget the free marketing fliers on www.texasrealtors.com

Internet ResourcesInternet Resources

Group Breakout:

Look at websites that Amy gives you in group

Analyze, do you use in your business, how?, easy of navigation…..

Section 3: Global positioning systems-15 Section 3: Global positioning systems-15

Are we there yet?

Global positioning systems-15Global positioning systems-15

1. Use receivers and satellites that constantly communicate to pinpoint your location

2. The signals often won’t pass through solid objects – in tunnels, parking garages, etc.

3. Remember it uses a low power radio signals that require a clear line of sight

4. Once you buy the GPS, there are no subscription fees

5. Many come with maps already imbedded

Global positioning systems-15 & 16Global positioning systems-15 & 16

•You can mount the receiver and screen on your dash •Different brands include:

• Garmin• Magellan• TomTom• DeLorme• Lowrance

These brands may offer smaller hand-held versions.

Section 4: ZipForm-16 Section 4: ZipForm-16

ZipForm-16ZipForm-16

• A tool that lets agents fill out real estate contracts

• ZipForm has two versions:

1. Online

2. Desktop

• We’ll focus our discussion on the online version• Members can access their ZF Online account

through TexasRealtors.com

ZipForm OnlineZipForm Online

Benefits of ZF Online:• Can pull MLS data into a transaction• ZipForm Online automatically updates form

libraries• ZipForm Online stores the transaction for you• Files are stored for 14 months from the date

they were last accessed

ZipForm Online account home pageZipForm Online account home page

Create a transactionCreate a transaction

Adding forms with the form managerAdding forms with the form manager

The cover sheet-19The cover sheet-19

The coversheet autofills in the fields throughout the rest of your forms

Using dropdown menus-20Using dropdown menus-20

Cover sheet with Form Manager view-21Cover sheet with Form Manager view-21

Search feature-21Search feature-21

ZipForm Online toolbar-22ZipForm Online toolbar-22

Clause manager-23Clause manager-23

Clause Editor F8 to enter commonly used special provisions or phrases

Transaction header for templateTransaction header for template

Use templates for listings, buyers , renters, etc.

PDF conversion-pg.24 PDF conversion-pg.24

Tip: You can send an email as a .pdf & you don’t need Outlook installed

ZipForm Online-pg 25ZipForm Online-pg 25

You can import transactions from desktop to online.

ZipForm Online also has add-in features:• MLS-Connect• Mac-Connect• Mobile • Electronic signatures• Online Plus• Transaction management

Support-pg 26Support-pg 26

• Online at http://support.ZipForm.com

• E-mail support@ZipForm.com

• Call 800/383-9805

• Call TAR ZipForm support at 800/873-9155

Section 5: Listing presentationsSection 5: Listing presentations

Three components-pg. 39Three components-pg. 39

Listing presentations have three important components:

• Information about your services• Information about the client’s home or

neighborhood• The face-to-face presentation

Plan each of these areas precisely so you’ll know exactly what to do and demonstrate

Information about your services-40Information about your services-40

Listing packets typically include:• Your unique services• Company information • Marketing materials• Facts and figures• Your branding or the company’s branding

Listing presentations-26Listing presentations-26

•Provide the information in hard copy to leave behind

•Use an electronic presentation as well

•Many brokerages use customized PowerPoint templates

•You can take online training to brush up your PowerPoint skills

•Personalize each presentation for the seller

•Don’t over-use your photo

Electronic presentations-27Electronic presentations-27

•When doing an electronic presentation, keep bullet points to a minimum and don’t make them go on and on and never stop because they distract the client and you’ll start reading and you don’t want to read because you want to sound natural and knowledgeable but you don’t want to sound canned and the more words that you cram in there sometimes the harder it is to follow and you don’t want to lose your place, just remember to keep all this in mind and you’ll do fine because you want to do fine and really you can you know what you’re doing just do it go ahead be natural…..

Information about home and neighborhoodInformation about home and neighborhood- 27- 27

• Consumers already have information – so give them more of what they want.

• You want to provide more information than what the client already has; remember, you add value!

• Any REALTOR can get comps, but take extra steps to interpret and explain the data.

• Homeowners know a lot; gain their confidence and acknowledge their research or opinions

Information about home-27Information about home-27

•Other vendors also provide listing presentations: Wyldfyre eNeighborhoods Top Producer Sharper Agent Others

Some vendors allow you to customize and work with MLS

Ask your broker what she uses Find what’s right for you

Listing presentation-27Listing presentation-27

•As soon as you get the listing presentation appointment, takes photos of the property-

•Use snagit.com & google earth to WOW them!

•Use free Texas Association of REALTORS fliers available at www.TexasRealtors.com

•Analyze data so that you can explain it to your customers where it makes sense

•Always use spell check!

Your presentation-29Your presentation-29

Be sure to include:• A cover page with a picture of the home• Your company information and Web home page• Personal or team information• Your marketing plan• Comps• Tax information• The Code of Ethics by which you abide

Forms to include-29Forms to include-29

•IBS •Exclusive right to sell•Request for mortgage information•Request for information from owner’s association•Seller’s disclosure•Home warranty info

Defer to your broker for any additional forms that you should include

Face-to-face presentations-30Face-to-face presentations-30

•Know your customer so you can gauge which type of presentation to use•Be sure to charge your laptop•Try to avoid plugging in at the seller’s house•Place your presentation on your desktop for easy access•Don’t read the presentation, but use it as a guide•Use a PC tablet if possible!

IBS form-30IBS form-30

•Highlight the sentence that states “Texas law requires all real estate licensees to give the following information about brokerage services…•Also highlight sentence above signature

If you explain the purpose of the form thoroughly, you shouldn’t run into any problems.

Keys for success-30Keys for success-30

Remember: everything you do is a reflection of your company•Clean your car•Don’t accessorize in the driveway•Be on time, or call if you’re running late•People are looking to pick you apart•Dress for success•Bring only what you need that pertains to the listing

Keys for success-30Keys for success-30

•Leave your cell phone in the car•Do have a breath mint; don’t chew gum•Ask for a tour – let them show you the home’s features•Take your note pad•Ask questions•Always listen

Setting up-31Setting up-31

•Look for the most room or the best space

•Bring a placemat to set up your laptop

•Be able to address all people present

•If you have Internet access and they seem interested, show them your Web site or your company’s site

•Review all forms they will need to sign

•Ask for utility bills or information that will help potential buyers

•Consider whether a virtual tour is part of your strategy

Staging tips-31Staging tips-31

•Try to get the listing before you talk about property staging•You want to look good, but don’t give away the farm•Leave brochures, tip sheets or visit Web sites for ideas•Demonstrate the benefits of staging with before and after photos or examples

Group discussionGroup discussion

1. What staging tips work well for you?

2. What resources have you used?

Final thoughts-32 Final thoughts-32

•Don’t criticize other companies or their agents•Keep the presentation positive and about the seller – remember, the goal is to service the client by selling the home•Gauge how long to stay based on how it goes•Follow up and thank the customer•Leave behind a hard copy of the presentation

Final thoughts-32Final thoughts-32

Effective presentations, not unlike client interaction, combine technology with interpersonal and communication skills to deliver a mix of both skills

Using technology enhances your perception and your proficiency in the client’s eye as someone with up-to-date skills and a well-rounded approach

Section 6: Section 6: Contact-management softwareContact-management software

The best Contact Management software is the one that you will

use!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Concentrate on keeping customers for life.

CRM software-32CRM software-32

• Enables you to manage contact information about clients, as well as track appointments and tasks

• Buy what you need and will use

• If you won’t use it, don’t pay for it

• Explore and determine what’s best for you and will be easy for you to integrate into your business

• Use it to help you stay organized and take your business to the next level

Higher production levels come from-33Higher production levels come from-33

• Building a larger base of customers• Recognizing that every contact is an

opportunity to create a customer• Maintaining quality contact over long periods • Being ready when the customer is ready • Leveraging new customers from existing ones• Improving efficiencies that allow you to

service a larger number of customers

Software selection-33Software selection-33

• Think through your needs and how you ideally would like to manage your contacts

• Investigate import and export capability

• Will you access it from one computer or more?

• Will you access it from the Web?

• Do you want to compose letters and cards or use pre-composed correspondence?

• Will you use your data in other programs?

• Will you want to track your performance?

Points to consider-33Points to consider-33

Cost • One-time fee• Monthly fee• Upgrades

Training to get up to speedEase of use

• Do you access contacts through multiple PCs or onlineExit strategy

• How easily can you port your data• Can you take your data?

Must-have features-33 & 34Must-have features-33 & 34

• Database• Customization• Import and export capabilities • Web and e-mail support • Reports • Calendar and scheduling • Task checklists • Strong technical support

CRM- 47CRM- 47

•360 Agent•ACT!•Active Agent•Advantage XI•Agent Office•CRM Real Estate

•Realty Juggler•Respond•Sharper Agent•Symplifi•The Wise Agent•Top Producer

Generic programsGeneric programs

Points to ponder:• Can be cheaper, but this doesn’t mean inferior• Apply to a broader audience• May be updated more often than specific

software because more people use them and because of greater demand

• Can actually have more flexibility because they aren’t real estate specific

Real estate specific programs-49 Real estate specific programs-49

• Created with the input of brokers and agents• Already customized to real estate industry• Support real estate activities• Audience is smaller so costs are higher• Does not get updated as often• Some REALTORS feel confined by pre-set

software; others like not having to think about it

Alternative: general software with real estate add-ons

Generic programsGeneric programs

• GoldMine (www.frontrange.com), • ACT! (www.act.com)• Maximizer (www.multiactive.com) • Microsoft Outlook

The examples listed don’t reflect any preference on the part of TAR for one product over another.

Real estate add-onsReal estate add-ons

1. ACTiveAgent for ACT!

2. Real Estate Management System for Outlook

3. Trans/ACT for Residential Agents for ACT!

Top Producer 7i-35Top Producer 7i-35

Additions include: • 7i Remote allows you to work offline and

synchronize your data changes with just one click

• 7i for Palm Handhelds • Top Connector 7i does instant downloading of

MLS comparable data for Top Producer 7i CMA

• New version is 8i

Drip e-mail campaigns-36Drip e-mail campaigns-36

• Included in some CRM libraries • Sent to customers in a pre-determined

sequence• You plug in customers’ e-mail addresses• Always review prepared correspondence• Some libraries allow you to customize letters• You can even use Outlook for drip campaigns

Outlook as a CRM-36 & 37Outlook as a CRM-36 & 37

Microsoft Outlook allows you to:• Manage contact information• Review activity associated with a given contact• Create and manage distribution lists• Sort your inbox by creating folders and directing

messages• Add rules that apply to certain senders• Easily maintain your calendar• Set tasks for yourself or others• Set appointments, meetings and reminders