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Presented by:
Mardy Sitzer, Bumblebee Design & Marketing LLC
SOCIAL MEDIA
Finding and Nurturing Leads
One To One
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One To Many
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Hope For A Referral
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Oh goobers, I forgot that is what you do!
Or Systematize For Big Results
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It’s Not Free It’s Not Easy It Takes Time and…. NO
Not just anyone can do it...
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successfully
If It Were That Easy Then
Every Broker Would Be A
Big Success
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Photo iStock
Competitive
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• According to National Association of Realtors (NAR) there is an estimated 2.3 million agents in the U.S.
• 59,322 Real Estate Companies in New York
• According to NY State Records there are more than 27,000 brokers and real estate agents operating in Manhattan competing for 10,000 real estate transactions per year (NIC co-op sales).
Challenge
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Only 14% of consumers trust advertisements…
78% of consumers trust peer recommendations!
Advertising Today
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Only 18% of televison campaigns generate a positive ROI.
Direct Mail response is down 90%.
Social Media continues to grow by 10% a month!
Just The Facts
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93% of consumers worldwide use search engines to find and access websites. Source: Forrester Research
There are over 694,000 searches a second on Google alone.
85% of these searchers don’t click on paid links (ads).
PPC costs have grown 37% over the past year and continue to rise.
Game Has Changed
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• Customer is in control • Belief: There is NO TRUTH IN ADVERTISING • Everyone has A.D.D. (attention deficit disorder) • No one wants to be sold to.
The Social Web Has Changed Everything!
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“Selling to people who actually want to hear from you is more effective than interrupting strangers who don’t”.
(Seth Godin)
I Mean Really….
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Just how many phone calls can you make in a day?
And even if you have some success it is only 1-to-1
Social Media Amplifies
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300 LinkedIn 500 Twitter 150 Facebook 25 StumbleUpon 500 Subscribers 1,475 CONNECTIONS
Hi
You
Influencer
Hi
Social Media Is Custom Made For Real Estate
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Why You Need A Strategy, A Plan, And A Program
The Buyer’s Cycle
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Need
Awareness (WOM)
Confirmation Verification
Nurture, Nurture, Nurture
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Lead nurturing = relevant and consistent dialogue with viable potential customers and influencers, regardless of their timing to buy.
Proven methodology for lead-‐to-‐sale results.
• It’s crowded out there • Facebook post views based on
Edgerank • No. 1 Reason people UNLIKE
on facebook is too many posts and irrelevant content
• Twitter streams filtered by 3rd party products and lists
Making Noise Won’t Help
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Big Picture Strategy
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Big Picture Strategy
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• Understand who your target/prospect is
Big Picture Strategy
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• Understand who your target/prospect is
• Understand best practices for each vehicle you choose to use
Big Picture Strategy
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• Understand who your target/prospect is
• Understand best practices for each vehicle you choose to use
• Think: What is the value I can to help nurture relationships? How can I help?
Big Picture Strategy
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• Understand who your target/prospect is
• Understand best practices for each vehicle you choose to use
• Think: What is the value I can to help nurture relationships? How can I help?
• Create a communications schedule
Big Picture Strategy
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• Understand who your target/prospect is
• Understand best practices for each vehicle you choose to use
• Think: What is the value I can to help nurture relationships? How can I help?
• Create a communications schedule
• Determine a plan to continue to nurture the relationship once the sale has been made or lost.
Own Your Contacts
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INVEST IN A TOP NOTCH
CRM SYSTEM!
What Goes in a CRM?
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• Create fields for keeping track of relevant information • Where the lead came from – referral person • How they found you • Buy or Rent interest • Do they have kids or planning on kids • Do they have a dog • Play golf / tennis / jog / sail / wine lovers • What company do they work for • Price range
• Where/when you met; follow up meetings; etc. • Keep track of contacts, communications, documents shared • Preferred method of contact (phone, cell, text, IM, FB…) • Professional or social organizations and associations where they belong • Social Media outlets where they engage
CRM Solutions
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DESKTOP:
Outlook Entourage Sage Goldmine Excel
WEB BASED:
Google Salesforce Sugar Hi-rise HQ Nutshell Mail Zoho
Sign Your Emails
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• Keep in touch with relevant information • Version for interests: Buyers / Renters / Family / Single /
already moved – neighborhood • CALLS TO ACTION: open house, referrals, engage on
social media sites
Monthly Newsletter
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News letter
Keep The Conversation Going
Integrate SM with all of your marketing
Time To Get On The Wagon
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• No gatekeepers • Starting and/or maintaining relationships with decision
makers, influencers, customers, fans • Keeping ‘top of mind’ • Protecting your reputation • Expand circle of influence • Finding hidden opportunities • Turning a sales cold call into a warm call • Removing geographic or budgetary boundaries
Wonder Drug: Social Media
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Zillow
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Find and rate brokers and agents, listings, local data and more.
HINT: Build out your profile and get visible.
Zillow
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Android, iPad, Blackberry, Windows
Trulia
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Trulia
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Cool Tools
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Calendar coordination that syncs – effective for coordinating multiple parties for meetings, showings, etc.
PROMOTE OPEN HOUSES:
LinkedIn Events Facebook Events
Meetup (invite connections and invite them to invite
those who they know)
Video tours for brokers and agents
Virtual Open Houses
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StreamingVideo + Live Chat Webinar Style
Record and Host on YouTube, Vimeo
And post on your blog, website, etc.
How Do You Look On Line?
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Set Up Personal Profiles
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• ALWAYS USE YOUR NAME = Brand
• ALWAYS HAVE EMAIL ADDRESS / URL / PHONE #
• ALWAYS BE CLEAR – WHAT YOU DO
• ALWAYS DIFFERENTIATE YOURSELF
• BE CONSISTENT
LinkedIn – A MUST
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Professional Profiles
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• Best to attract fans that will engage rather than shoot for mass followers
• Strategize content to be provocative – thought provoking – challenging – interesting – GOAL is to gain likes and comments
• Without engagement there is no visibility
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55,000,000 Tweets a Day
600,000,000 Search Queries a Day
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Twitter users are: Young Educated Affluent Tech Savvy
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• Best to find prospects – follow – watch -‐ learn • Join in when appropriate • Strategize content to be provocative – thought provoking – challenging – interesting – GOAL is to gain likes and comments
• Be interestED and interesting – then sell • Without engagement there is no visibility
Now There is Google+
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Mobilize Your Profile
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YOU GOT GAME
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Now get out there and play like a pro….
After the game – keep the team spirit (this is where referrals come from!)
Sorry – It Isn’t About You
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Always Be Listening
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http://www.google.com/alerts
http://socialmention.com/
http://www.netvibes.com
Tweetdeck.com / Hootsuite.com
Be A Mensch
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Always be kind Always be patient Always be helpful Always be mindful Always be generous Always be grateful
What It Looks Like When It’s Right
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1. How Can I Help?
2. How Can I Make This Fun?
3. How Can I Relate To You (and not just sell)?
4. How Can I Show Up Where You Are?
5. How Can I FIT INTO YOUR LIFE?
A Good Website
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Beyond the goods… Resources to help inform
Helpful Tool – relieves the pain
Sticky and Sharable
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Link bait, sharable, keeps visitor on the site
Lead funnel – good enough to give up their info for
Watch & Learn
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Branded YouTube Channel with keyword rich titles – and stories about neighborhoods and other interesting, entertaining and helpful videos.
High Value Face Time
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Over 31,000 Fans
More than real estate
Tweeting With Over 7,000 and on 474 Lists
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Being Helpful on Quora
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Checking IN
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…And Blogging Too
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And It’s Working
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Matthew Shadbolt, Director of Internet Marketing at The Corcoran Group
As a lifestyle brand, Corcoran doesn’t simply create a presence, they participate in it.
“We have created and implemented a comprehensive mobile marketing strategy of leaving tips around New York based on the huge wealth of local neighborhood knowledge which we specialize in at Corcoran. Our brand premise of communicating what it’s like to actually live in a neighborhood and what living in NYC is like ‘beyond the four walls of your apartment’ is a key driver behind this approach.”
“The main thing we’ve seen is that the quality of the referral traffic back into our main website has significantly increased. Not only are we seeing more traffic coming in, but visitors coming in from social media sites are staying longer and looking at more things — something we had also seen with search engines but not in such large numbers. We have generated business through both Facebook and Twitter, primarily on the rentals side. People engaging with us directly on Facebook in particular has been increasing significantly over the past two months.”
Presented by:
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Mardy Sitzer Bumblebee Design & Marketing LLC 212-677-4050 [email protected] Visit our website at bumblebeellc.com and register for our Weekly Blog: Notes from the Hive And our Monthly Newsletter
Jump in on Twitter: twitter.com/MardySitzer Join us on Facebook: facebook.com/BumblebeeLLC Chat on: skype:MardySitzer Connect on Linkedin: linkedin.com/in/MardySitzer
