halstead property martech presentation
TRANSCRIPT
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Wednesday November 13, 2013
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Speakers
Gerry Makowski
Executive Director of Marketing
Matthew Leone
Director of Web Marketing/Social Media
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In-House Division Twice The Size Of Any Other Competing
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Award Winning Division
2007Leading Real Estate Companies of the Worlds Best Marketing Piece
2007Luxury Portfolio Conference Luxury Presentation Materials Award
2008Quebecor Gold Ink Award for Corporate Magazine Print Quality
2008Internet Advertising Competition Web Award for Best Online Marketing
Campaign
2008Leading Real Estate Companies of the World Corporate Brand Advertising
Award
2008Luxury Portfolio Conference Company Brand Advertising Award
2008Luxury Portfolio Conference Company Luxury Property Advertising Award
2009Luxury Portfolio Conference Company Luxury Corporate Branding Award
2010Leading Real Estate Companies Best Marketing Piece Award
2011- Web Marketing Association WebAward for Best in Real Estate website
2012Communicator Awards for Best Home Page and Best Real Estate Website
2013Most Innovative Brokerage Tool by Inman News for Touch Screens
2013Best Overall Website by Leading Real Estate Companies of the World
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Marketing The Brand
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NYTim
Over 2 Billion H
Banner Ads Pro
Brand
Unmatched Web Exposure
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Search and Display ads on such sites as the Real Estate Section of thenytimes.com, Great Homes on nytimes.com, wsj.com, observer.com, ihlinking to our corporate site and your listings.
Unmatched Web Exposure
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First Real Estate Firm to embrace vi
High Definition Video Production wit
Advanced Syndication methods ove
Over 2000+ real estate related video
Over 7 Million Video Views Since La
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Property Tours
$400 for over $1M and $300 for prope
Agent Video Biographies
$400 for an agent for a $2500 actual c
Neighborhood Tours
40 different neighborhoods toured
Behind the NumbersQuarterly Market Report Show hosted
How To Tutorial Videos
$400 for an agent for a $2500 actual c
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Every King Needs a Castle Video
Lebron James Video - 58,000 views in 6 days
Covered by hundreds of media outlets
Viral Videos
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Keyword Search Names Purchased to drive traffic to Halsteadand content added to come up higher on organic search
Search Engine Optimization
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Print and Online campaigns that procorporate brand identity
2006How Real Estate Gets Real Campa
2007Real Access to New York Campaig
2008- S3 Level of Service Campaign
2009Value Factor Campaign
2011The New Halstead.com
2012Pinterest.com Real Estate Eye Can
2013New Halstead Mobile Fully Expose
Corporate Ad Campaigns
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Co-Branding
Partner up with other successful brands to form a mutually
beneficial meeting of both brands.
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Numerous office locaawnings and flat screthe brand
Attractive Storefronts
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Touch Screen StorefrontsTouch Screen Real Estate Search
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Touch Screen Storefronts
Social Media Presence
More Coming Later
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Marketing the Agent
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WriteAgent Bio or work with a copywriter
Review with Director of Sales in your office
Enterinto Halstead Marketing Center
1. Create Your Agent Biography
You will be notified when next professional agent photo shoot takes place
After the shoot, youll be emailed a contact sheet linkto choose from
2. Get Your Agent Headshot
Build Your Foundation
Go to the Halstead Marketing Center under Past Closings to enter them in. This will automatically be fed online.
3. Enter in Your Past Closings
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Announcement Card/EblastAnnounces you to the firm, no cost to you
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Postcard Canvas MailerDesigned by our Art Dept, .39 per card plus postage
P d C M il
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Postcard Canvas MailerDesigned by our Art Dept, .39 per card plus postage
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Market Reports/Behind the NumbersLet your contacts know the state of the market
Customizable at .78 a piece
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Agent Video BiosPlaced on your bio page, ProperTV, your agent website, youtube, googlevideos, and facebook. Only $400 Right Now!
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Agent VOW WebsitesTo order or learn more email [email protected]
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Marketing Your Exclusive
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halstead.com40+ Million Hits Per Month
2+ Million Unique Visitors Per Month
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Your listing is streamed automaticaunmatched exposure on the web westate searches on over 30 sites inhalstead.com, nytimes.com, nymastreeteasy.com, realtor.com, luxuryluxuryrealestate.com, etc
For a full list of our partners downlo
Partners One Sheet in H-Net.
Unmatched Web Exposure
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Your listing is waiting to be photograph
marketing approved list of photographcompetitive prices.
How Do I Order?
Visit the Halstead Marketing Center fonumbers and pricing.
Cost?
Varies from $100-$200+ for photo shoallocated budget
Professional Photography
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Fl l
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Your listing can be drawn by a licensedspecialist at competitive prices or you cfrom the books.
How Do I Order?
Visit the Halstead Marketing Center for and pricing.
Cost?
Varies from $100-$200+ for drawing oubudget
Floorplans
P t Vid
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Documentary Film Crew works with ythe best of a home and the details ph
capture.
How Do I Order?
Order through the Halstead Marketingorder.
Cost?
$300-400
Property Video
Vi O Ti
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Time lapse presentation of oviews
How Do I Request?
Request by email to market
Cost?
No Cost if approved
View Over Time
3D Fl l
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A professionally rendered three dimenyour exclusive provide a different pers
the room in your exclusive.
How Do I Order?
Order through the Halstead Marketingorder.
Cost?
$60 for the full 3D design for your floo
3D Floorplan
T V Fl l
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We will take your floor plan and placeH logo on the layout wherever photosin the home so the buyer can easily sroom looks like from the exact vantagphoto was taken.
How Do I Order?
Order through the Halstead Marketing
order.Cost?
$25 - $250 Depends on whether you FPs, Photos already + size of prope
True Vu Floorplan
Vi t l St
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How Do I Order?
Order through the Halstead Marketing Center to order.Cost?
$59-100 per staged photo
Virtual Stager
Vi t l St
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Virtual Stager
Vi t l St
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Virtual Stager
Virt al Stager
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Virtual Stager
Virtual Stager
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Virtual Stager
Virtually Empty
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Virtually Empty
Virtual Kitchen
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Virtual Kitchen
Room Painter
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Provide more perspective to your buyeoffering them a chance to see that roocolor.
How Do I Order?
Available in the Halstead Marketing Ce
Cost?
$40 for the full room painter experiencProperties
Room Painter
Room Painter
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Provide more peyour buyers exp
offering them a cthat room in thei
How Do I Order
Available soon inMarketing Cente
Cost?
$40 for the full roexperience
Room Painter
Window Displays
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Since we are the innovatorStorefronts, it is a must to s
property in our office windobe 3 people deep on someof potential buyers.
How Do I Order?
Go to the Halstead Marketi
Cost?
No cost
Window Displays
Featured Property
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Propose your best photo, if app
NYTimes.com and WSJ.com Fe
Facebook, Twitter, Tumblr, Pinte20+ Flatscreens throughout Tri-
How Do You Appear?
Submit request through the HMCProperty
Cost?
No cost if chosen
Featured Property
Show Sheets
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Be ready with all of your information on
your exclusive for open houses byordering color showsheets.
How Do I Order?
Order through the Halstead MarketingCenter
Cost?
No cost
Show Sheets
Direct Mail Postcard
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6x9 Glossy Postcarmailing or to hand o
houses.How Do I Order?
Go to Halstead Mar
Cost?
$0.39 per card
Direct Mail Postcard
Professionally Printed Brochure
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For a high end exclusive odepartment will design an a
flat sheet or brochure for yproperty.
How Do I Order?
Order thru HMC
Cost?$2.00 per brochure, minimquantity 50
Professionally Printed Brochure
H-Tags
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H-Tags Our Branded QR Code Technology featured on all outdoor marketing and print colla
Hyperlinked Email Images
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These are easy to use, attracto insert into an email to prom
listing, upcoming open housesigned to your sphere of persthat fit our style guide.
How Do I Order?
NY/NJHMC
CT/HPT: Admin
Cost?
No Cost
Hyperlinked Email Images
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Halstead Portfolio
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Hand-picked by Managembook features our top list
award winning perfect bojewel of a marketing piecMillion Total Online and PCirculation in WSJ.
How Do I Order?
Through the RealPlus Ad
Cost?
No Cost
Halstead Portfolio
NY Times Homes
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Two Page Spread in every issueof NY Times Homes. Comes outonce a month and reaches over500,000.
How Do I Order?
Through the RealPlus Ad Module
Cost?
$250 out of allocated budget
NY Times Homes
New York Magazine
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In twice a month opposite the Real
Estate Showcase reaching over 2Million.
How Do I Order?
Through the RealPlus Ad Module
Cost?$250 out of allocated budget
New York Magazine
WSJ Mansion
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Six times a year in the national
circulation of the WSJ to over 1.6Million our top properties.
How Do I Request?
Through the RealPlus Ad Module
Cost?
No Charge if Chosen
WSJ Mansion
Avenue / Scene / Residency NY
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These publications we are in a full paspread each month and they each hareadership of over 380,000 with an areader income of $240K or above anhand delivered to top doorman buildi
throughout Manhattan.
Avenue / Scene / Residency NY
Closed Postcard
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Once property closes cards pgenerated automatically for yo
then sent out to your buildingblanket the building, mark youhelp you in your search for fu
Cost?
No Charge
Closed Postcard
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Social Media
Social Media
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Social Media
Twitter.com/Halstead
Twitter
29,000 Followers
@HalsteadHalstead Agents, Competitor Agents, Extended In
Consumers/Clients, Reporters/Blogge
Neighborhood, Industry, Economic, Company
Social Media
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Social Media
Facebook.com/Halstead
Facebook
19,000 Likes
Halstead Agents, Competitor Agents, Extended InConsumers/Clients, Reporters/Blogge
Most Visual and Potentially Viral Message of
Social Media
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Social Media
Halstead.com/EyeCandy
Pinterest Real EstateEye Candy
Social Media
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Social Media
Halstead.com/EyeCandy
Flickr Real EstateEye Candy
Social Media
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Social Media
Instagram.com/Halstead
Instagram Snapshotof the Day
Social Media
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Soc a ed a
Halstead.com/Blog
Tumblr Halstead Blog
Social Media
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Foursquare NeighborhoodTips
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Email MarketingO d h H l d M k i C d il k i @h l d
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Order thru Halstead Marketing Center and support at [email protected]
GET & GATHER
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GET & GATHER1. Gather in outlook contacts or an excel sheet so that you can easily exp
data to constant contact.
2. Business and personal contacts put together3. Open House Sheets ask for email address first and phone number sec
Explain in the sheet what the attendees will receive for subscribing so tknow what to expect when they receive your emails.
4. In your email signature include a link to subscribe
5. On facebook and your social media promote your newsletter and the lisubscribe.
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150RULE
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WHY CONSTANT CONTACT?
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WHY CONSTANT CONTACT? Cant mass email from your personal account because you dont have an
unsubscribe component You run the risk of being labeled spam by an email server of a company t
having all your future emails go to their spam filter. Cant send out more than 30 at a time through our email servers Provides performance analytics
Can schedule emails Great customer service and video tutorials
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Types of EmailMarketing
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SPECIAL MESSAGE
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SPECIAL MESSAGE Throughout the year Halstead Property will email you hyperlinked email i
that promotes a new initiative, holiday or important reminder that you canalong to all your contacts
EMAIL NEWSLETTER
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EMAIL NEWSLETTER Available for order thru the Halstead Marketing Center.
First stage of rollout is adhering to a corporate template that you can viewHalstead Marketing Center.
CREATE YOUR OWN
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CREATE YOUR OWN
NEWSLETTER We can provide you with a company approved header and a basic layou
work off of. This is only for the advanced level user willing to put in more time.
NEWSLETTER CONTENT
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Featured Exclusive & Closing Value Factor Listing/Luxury Portfolio Listing Market Report Information Your analysis VideosProperty/Neighborhood/Behind the Numbers/Agent Bio Online Portfolio Company News/Initiatives Local news and current events
Links to content from blogs and news sources on local news Work out cobranding w/ a restaurant or store that provides value Any real estate/staging/dcor/mortgage/economic information
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877.737.3552For Customer Service
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EmailMarketing@halstead
For Internal Support