leadership circle - real estate internet marketing

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


Internet Media:the power back in your hands

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

http://images.google.com.au/imgres?imgurl=http://www.mjsorority.com/MJI/MJSorority.nsf/vwLUPromotionsHomepage/E6D73923A68615A08525759B0057288C/$FILE/twitter.jpg&imgrefurl=http://www.mjsorority.com/MJI/MJSorority.nsf/frmContact?OpenForm&usg=__TDlXegzjLF8OywQCqjBO9arU-oM=&h=295&w=800&sz=33&hl=en&start=1&sig2=Xz3JtkPBVbwJ1UbPWs5KCg&um=1&tbnid=HlgeaHb1DzF49M:&tbnh=53&tbnw=143&prev=/images?q=twitter&hl=en&safe=off&sa=N&um=1&ei=zXdcStyCNcOWkQWV0K3gDA


YOUR SITE = YOUR MEDIA

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


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…


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

http://en.wikipedia.org/wiki/File:ASPNETlogo.png


1. GOOGLE – being found (SEO)

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

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


Just a few case examples…

_ “broome real estate” hutchrealstate.com.au

_ “northbridge apartments for sale” limnios.com

_ “subiaco real estate” paxtonhoad.com.au


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)


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?)

REIWA Property Management Breakfast, 16th July 2009 Slide 19


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


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



2. Facebook.com

Mark Zuckerberg, Founder


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


http://www.facebook.com/gunningham


Your own FACEBOOK Profile Page

Build your own profileMaybe keep it separate

from biz?Interact

WIIFT!


Update words/photosWall/Info, News Feed

Comments/LikesFriending PolicyPrivacy Settings

Controls for ads/pages


Set up a FACEBOOK Group/Business Page

Invite ‘fans’publish events, goings oninteractive shop window

Walls, Photos, discussionsImport blog feed, apps


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

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


FACEBOOK Business Page

Link from emails/web siteRun it like your site

Feed from page to your siteUpload videos

Build a community


FREE FACEBOOK Business Page e-Book

by Peter Fletcher

TheRealEstateMarketingMaven.com

http://peterfletcher.com.au/2009/07/25/how-to-build-a-vibrant-business-community-with-facebook-pages/


FACEBOOK Fan Box

Have your FBBusiness page

Update your site+ advertise FB page


Post your own FACEBOOK Ads

Direct + targettedSet a budget

Easy to set up, edit, cancel + monitor

12mn+ views ($1400)


Post your own FACEBOOK Ads

Bid / BudgetImpressions

ClicksClick Thru Rate

Cost per ClickCost / Thousand Imp’s


Create your FACEBOOK Ads

Click AdvertisingCREATE AN ADVERT

1. Design2. Target

3. Pricing


FACEBOOK Policy

AddictiveTime Wasting

Haven’t got time!

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


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



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…



Biz Stone, Founder, Twitter.com


3. TWITTER Vocab

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



http://twitter.com/chazgunningham


http://twitter.com/aussiehome


3. TWITTER

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



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


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


3. TWITTER extensions

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



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


4. eNewsletters

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



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)



4. eNewsletters

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



5. Video/Podcasts

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



Chad Hurley, Cofounder, Youtube.com


Aussiehome TV show…


Upload movies to

Obama did 1,67887 mn views

Av age 45-55 yrstag ‘perth real estate’

DIY, free


www.youtube.com/aussiehometv

Creates online vidCode for you to use

‘testimonial mountain’Draws in viewer


“perth real estate” search on Youtube…


5. Podcasts

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



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



Advantages SOCIAL MEDIA

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


BLOGS

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

http://blog.aussiehome.com/


BLOGGING SOFTWARE

1. Blogger.com (Google)

2. Wordpress.org (popular, purists)

3. DotNetBlogEngine (Microsoft)

latter can fit right inside your site


THE RULES…not expensive in $’s

Blog often, blog interesting

Show your passionEncourage staff to blog

Be authenticIdeas spread

Allow public to comment


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”

Leadership Circle, 20th Aug 2009 Slide 70REIWA Property Management Breakfast, 16th July 2009 Slide 70


Blogs are fantastic for SEO!


LINKEDIN.com

Professional networkingMakes connections visible

Worth being thereEst 2003

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

http://www.youtube.com/watch?v=IzT3JVUGUzM

http://en.wikipedia.org/wiki/File:LinkedIn_logo.png


LINKEDIN.com

Professional networkingMakes connections visible

Worth being thereEst 2003

40 mn members

http://en.wikipedia.org/wiki/File:LinkedIn_logo.png


Flickr.com

Est 2004Photo sharing

Galleries, commentsCompany web address

3.6bn imagesBought by Yahoo!


Flickr.com

Tag photosOrganise into sets

Storage for blog pixCreate your own space

Need yahoo email (free)


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


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)


THANK YOU!

_ loads of ideas_ feedback forms/follow ups?

- for these slides, contact me… [email protected]

mailto:[email protected]


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!