leadership circle - real estate internet marketing
DESCRIPTION
Presentation by Charlie Gunningham, MD aussiehome.com, to real estate agents, Aug 20th 2009 - how to get your site higher on Google, Google real estate, using facebook and twitter in marketing, other social mediaTRANSCRIPT
Leadership Circle
with Charlie Gunningham
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
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Internet Media:the power back in your hands
1. Your Site + Google2. Facebook 3. Twitter 4. Enewsletters5. Blogging
Leadership Circle, 20th Aug 2009 Slide 6
YOUR SITE = YOUR MEDIA
_ Your brand / differentiation_ Only your listings_ Your message_ Grab emails_ Make a connection_ Your broadcast
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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…
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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
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1. GOOGLE – being found (SEO)
_ It’s not rocket science_ Google reads text_ Title tag (80 characters)_ blogs are great_ update/fresh
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Leadership Circle, 20th Aug 2009 Slide 12REIWA Property Management Breakfast, 16th July 2009 Slide 12
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Just a few case examples…
_ “broome real estate” hutchrealstate.com.au
_ “northbridge apartments for sale” limnios.com
_ “subiaco real estate” paxtonhoad.com.au
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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)
Leadership Circle, 20th Aug 2009 Slide 19
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
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http://maps.google.com.au/realestate
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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
REIWA Property Management Breakfast, 16th July 2009 Slide 24
Leadership Circle, 20th Aug 2009 Slide 25
2. Facebook.com
Mark Zuckerberg, Founder
Leadership Circle, 20th Aug 2009 Slide 26
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
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http://www.facebook.com/gunningham
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Your own FACEBOOK Profile Page
Build your own profileMaybe keep it separate
from biz?Interact
WIIFT!
Leadership Circle, 20th Aug 2009 Slide 29
Update words/photosWall/Info, News Feed
Comments/LikesFriending PolicyPrivacy Settings
Controls for ads/pages
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Set up a FACEBOOK Group/Business Page
Invite ‘fans’publish events, goings oninteractive shop window
Walls, Photos, discussionsImport blog feed, apps
Leadership Circle, 20th Aug 2009 Slide 31
http://www.facebook.com/...unique URL
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FACEBOOK Business Page
Link from emails/web siteRun it like your site
Feed from page to your siteUpload videos
Build a community
Leadership Circle, 20th Aug 2009 Slide 33
FREE FACEBOOK Business Page e-Book
by Peter Fletcher
TheRealEstateMarketingMaven.com
Leadership Circle, 20th Aug 2009 Slide 34
FACEBOOK Fan Box
Have your FBBusiness page
Update your site+ advertise FB page
Leadership Circle, 20th Aug 2009 Slide 35
Post your own FACEBOOK Ads
Direct + targettedSet a budget
Easy to set up, edit, cancel + monitor
12mn+ views ($1400)
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Post your own FACEBOOK Ads
Bid / BudgetImpressions
ClicksClick Thru Rate
Cost per ClickCost / Thousand Imp’s
Leadership Circle, 20th Aug 2009 Slide 39
Create your FACEBOOK Ads
Click AdvertisingCREATE AN ADVERT
1. Design2. Target
3. Pricing
Leadership Circle, 20th Aug 2009 Slide 40
FACEBOOK Policy
AddictiveTime Wasting
Haven’t got time!
You need a policy, and stick to itHave a reason, WIIFT, part of marketing
Leadership Circle, 20th Aug 2009 Slide 41
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
REIWA Property Management Breakfast, 16th July 2009 Slide 41
Leadership Circle, 20th Aug 2009 Slide 42
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…
REIWA Property Management Breakfast, 16th July 2009 Slide 42
Leadership Circle, 20th Aug 2009 Slide 43
Biz Stone, Founder, Twitter.com
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3. TWITTER Vocab
_ message = tweet_ people who tweet = tweeps_ meet up with tweeps = tweetups_ forward on tweet = retweet (RT)
REIWA Property Management Breakfast, 16th July 2009 Slide 44
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http://twitter.com/chazgunningham
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http://twitter.com/aussiehome
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3. TWITTER
_ choosing your name_ background image_ what to say?_ what to pass on (RT)_ who to do it?
REIWA Property Management Breakfast, 16th July 2009 Slide 47
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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
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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
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3. TWITTER extensions
_ iphone/blackberry apps_ tweetdeck (organises it all)_ twitpic.com (photos out as tweets)
REIWA Property Management Breakfast, 16th July 2009 Slide 51
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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
Leadership Circle, 20th Aug 2009 Slide 53
4. eNewsletters
_ client database_ easy to edit templates_ flick the switch, off they go_ news, events, stats, advice_ no print cost, collect emails
REIWA Property Management Breakfast, 16th July 2009 Slide 53
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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)
REIWA Property Management Breakfast, 16th July 2009 Slide 54
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4. eNewsletters
_ sign up from yr web site_ unsubscribe/privacy_ keep top of mind, direct_ WIIFT
REIWA Property Management Breakfast, 16th July 2009 Slide 55
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5. Video/Podcasts
_ video = compulsive on the web_ podcasts = usu. Audio_ interact directly_ upload to Youtube
REIWA Property Management Breakfast, 16th July 2009 Slide 56
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Chad Hurley, Cofounder, Youtube.com
Leadership Circle, 20th Aug 2009 Slide 58
Aussiehome TV show…
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Upload movies to
Obama did 1,67887 mn views
Av age 45-55 yrstag ‘perth real estate’
DIY, free
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www.youtube.com/aussiehometv
Creates online vidCode for you to use
‘testimonial mountain’Draws in viewer
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“perth real estate” search on Youtube…
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5. Podcasts
_ record audio_ convert to podcast (byoaudio.com)_ paste web address onto property_ testimonials, talk about property, the area, the market…
REIWA Property Management Breakfast, 16th July 2009 Slide 63
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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
REIWA Property Management Breakfast, 16th July 2009 Slide 64
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Advantages SOCIAL MEDIA
- Cheap! and fast/instant- Reach / Accessible- Can be updated/improved- Democratic (power to the little guy)- It involves your clients (directly)
Leadership Circle, 20th Aug 2009 Slide 66
BLOGS
- a “web log”- leave comments, post- Start your own- video blog (“vlog”)DEMO - http://blog.aussiehome.com, incl back engine
Leadership Circle, 20th Aug 2009 Slide 67
BLOGGING SOFTWARE
1. Blogger.com (Google)
2. Wordpress.org (popular, purists)
3. DotNetBlogEngine (Microsoft)
latter can fit right inside your site
Leadership Circle, 20th Aug 2009 Slide 68
THE RULES…not expensive in $’s
Blog often, blog interesting
Show your passionEncourage staff to blog
Be authenticIdeas spread
Allow public to comment
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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
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Blogs are fantastic for SEO!
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LINKEDIN.com
Professional networkingMakes connections visible
Worth being thereEst 2003
40 mn membershttp://www.youtube.com/watch?v=IzT3JVUGUzM
Leadership Circle, 20th Aug 2009 Slide 73
LINKEDIN.com
Professional networkingMakes connections visible
Worth being thereEst 2003
40 mn members
Leadership Circle, 20th Aug 2009 Slide 74
Flickr.com
Est 2004Photo sharing
Galleries, commentsCompany web address
3.6bn imagesBought by Yahoo!
Leadership Circle, 20th Aug 2009 Slide 75
Flickr.com
Tag photosOrganise into sets
Storage for blog pixCreate your own space
Need yahoo email (free)
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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
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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)
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THANK YOU!
_ loads of ideas_ feedback forms/follow ups?
- for these slides, contact me… [email protected]
Leadership Circle, 20th Aug 2009 Slide 79
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!