marketing to today's consumer

Social Media Networking

ByronU A degree in Attitude, Activity, SUCCESS!

1

Social Media RevolutionByronU A degree in Attitude, Activity, SUCCESS!

Down1. 90% of all buyers trust these recommendations2. By 2018 will account for over 2/3s of mobile usage3. The percent of the worlds population that is under 30 yrs old4. The largest population in the world

Across5. The fastest growing group on Twitter6. More people own a mobile device than this item7. Have a longer attention span than the average person


3

Social Media RevolutionByronU A degree in Attitude, Activity, SUCCESS!

Down1. 90% of all buyers trust these recommendations2. By 2018 will account for over 2/3s of mobile usage3. The percent of the worlds population that is under 30 yrs old4. The largest population in the world

Across5. The fastest growing group on Twitter6. More people own a mobile device than this item7. Have a longer attention span than the average person


PROSPECTING FOR THE NEW CONSUMER

Byron Underwood

5


We dont own the information anymoreWhat consumers demandMarketing in a new millenniumThe power is in the wheel

AGENDA

6

We dont own the informationByronU A degree in Attitude, Activity, SUCCESS!

Dallas Real Estate


Dallas Real Estate

Page 1 Google

Company Websites3

Listing Aggregators5

Agent Websites0


Dallas Real Estate

20052010201120142015

Multiple Listing Service50%59%56%50%50%

Realtor.com54%45%45%42%41%

Real Estate Company Website38%43%40%40%37%

Real Estate Agent Website31%42%46%48%46%

Listing Aggregators Trulia, Zillow, etc.11%41%38%51%58%Newspaper Websites15% 8% 6%4%3%

Social Networking Sites* 2% 1%1%1%Websites used in home searchByronU A degree in Attitude, Activity, SUCCESS!

How buyers locate homesGameByronU A degree in Attitude, Activity, SUCCESS!

What Sources Do Buyers in Texas Used in Home Search

Internet: 80%Real estate agent: 75%Yard Sign: 40%Open house: 30%Mobile Tablet or App:32%Home book or magazine: 15%Online video site:30%

Source: 2015 NAR Profile of Home Buyers and SellersHigher 85%Higher 84%Higher 56%Higher 44%Higher 55%Lower 11%Lower 27%

How buyers locate homesByronU A degree in Attitude, Activity, SUCCESS!

What Source Do Buyers in Texas Use First:

Looked online for properties: 42%Contacted a real estate agent: 19%Researched the home buying process: 6%Talked to a friend or relative: 6%Drove by homes: 6%Researched financing: 2%

Source: 2015 NAR Profile of Home Buyers and Sellers


Where Buyers in Texas Found the Home They Purchased:

Builder Talked to a friend or relative InternetPrint newspaper advertisementYard Sign or Open House SellersReal Estate Agent


Put these in order from most used to least used13


14


15


Where Buyers in Texas Found the Home They Purchased:

Internet: 37%Real Estate Agent: 32%Yard Sign or Open House: 12%Builder: 10%Talked to a friend or relative: 6%Print newspaper advertisement: 1%Sellers: 1%


Who can you trust?ByronU A degree in Attitude, Activity, SUCCESS!


How buyers found their real estate agent:

Referral40%

Previously used agent14%

Online contact11%

Sign Call 5%

Open Houses 4%


Using internet sites to create first contact with a prospect in order to develop relationships with people.

Sushi restaurantPlano, TX 77075





Real estate agentLos Angeles, CA




Who can you trust?

23

What do buyers want?ByronU A degree in Attitude, Activity, SUCCESS!

Top 5 Characteristics of the real estate agent:

What do buyers want?ByronU A degree in Attitude, Activity, SUCCESS!

Top 5 Characteristics of the real estate agent:

Honesty and Integrity

Good Communicator

Good Negotiator

Knowledge of Real Estate Market

Good Interpersonal Skills

ProspectingByronU A degree in Attitude, Activity, SUCCESS!

Effectively market myself and my business through various media avenues that have a substantial return on investment without breaking the bank or taking all my time.

What are agents doing successfully now?


What are agents doing successfully now?Monthly Newsletters posted or emailedDirect mail for activity or seasonalPhone call campaignsBillboards and other ad campaignsNewspaper and magazinesCommunity eventsReferrals


Creating writing pertinent content to share with others.Curating - discovering, gathering, and presenting digital content that surrounds specific subject matter.Connecting - posting content through media channels including social, blogs, and websitesCulture this is THE BRAND


Creating - Content is the most important and powerful thing an agent can offer. - Content allows connection and development of culture.- Content showcases who an agent is and what that agent represents.


CuratingWhich pieces of content are appropriate for which channelsWhen to publishHow to best engage the target audience


Providing valued informationBrainstorm a list of content your target group of followers are looking for

31


Providing valued informationNeighborhood real estate activityMy real estate activityMarket TrendsCommunity eventsCurrent eventsPersonal interestsLegislationHuman interest storiesLists of How toFunny

32


Providing needed informationLocal Real EstateNational and State Real EstateCommunity News and EventsMy Interests

33


Providing needed information

34


Providing valued informationLocal Real EstateNational and State Real EstateCommunity News and EventsMy InterestsNew ListingHousing NewsSchool EventsFavorite Sport TeamsJust SoldMortgage and Finance NewsSchool CalendarVolunteer OpportunitiesNeighborhood TrendsEconomic DataParks and Recreation InformationHobbiesClient TestimonialsCurrent EventsFavorite and New RestaurantsTravel NewsHome ImprovementsRoad ImprovementConstruction

35


Connecting Strive to engage consumers when and where they actually want to receive content

The Power is in the WheelByronU A degree in Attitude, Activity, SUCCESS!

HOME BASE



HOME BASE

OUTPOSTOUTPOSTOUTPOSTOUTPOSTOUTPOST



Email


The Power is in the WheelRecord a short video about preparing your home to sell-use your computer camera, phone, or video camera

Upload it to YouTube on your own Channel

Embed the video in a blog post about preparing your home to sell

Share a link to the article on Facebook, Twitter, and by your email newsletter.

40


The Power is in the WheelHave a seller or buyer record a video recommendation instead of writing a letter.

Upload it to YouTube on your own Channel

Embed the video on your blog on a page called Testimonials

Share a link on Facebook, Twitter, or on an email to a seller confirming an upcoming listing appointment.

41


Culture Followers follow for a reasonThey like the contentThey prefer the channel usedThey enjoy the ingenuity of the brand


We dont own the information anymoreWhat consumers demandMarketing in a new millenniumThe power is in the wheelThank You

43


Prospecting with Facebook Business Pages#24127

Byron Underwoodwww.Facebook.com/ByronU

44


Branding You Connecting with PeopleTargeting your Market with Lists Building TrustTaking Control with Content

AGENDA

45


Facebook has over ONE BILLION monthly usersLargest US websiteThe average visit is 20 minutes130 friends and 80 pages1 out of every 7 online minutes is on Facebook40% of all users are between 35 and 54 years old3 out of every 4 social media minutes

A Few Facebook Statistics

46


FacebookStrength in Numbers

Byron Underwood

47

GoalsByronU A degree in Attitude, Activity, SUCCESS!


Top of mind presence with my friends and past clients so they refer me to their friends

Find new customers to serve by:

-providing real estate information online to create new relationships

-creating positive feedback from clients for consumers to read

-participating in online conversations

StrategyByronU A degree in Attitude, Activity, SUCCESS!


Know your goals

What kind relationship do you want to have with the people who connect with your page?

How much time are you willing to spend updating your page?

Defining and prioritizing your goals will help you create your page posting strategy.

Branding YouByronU A degree in Attitude, Activity, SUCCESS!

Page vs Profile


Creating a Business Page www.facebook.com/ByronU


Facebook Business Page photos can be up to 540 X 180 pixels. The top portion will be your thumbnail.


www.facebook.com/username


Facebook Business Page cover photos can be up to 851 X 315 pixels.






Cover photos cant have contact information

Connecting with PeopleByronU A degree in Attitude, Activity, SUCCESS!

Actions

Connect With friends past clients and influential people

List Put people into lists to be able to post appropriate information

Filter Watch people through lists so you dont miss anything

Post Ask questions and engage


Surprising Facts:

Most fans never return to a page after they like it.

Most posts by pages are seen by less than 10 percent of their fans.

Many fans will never see your welcome tab.

When fans create new posts on your Facebook page, other fans dont see them.


Click Like If

Post a photo or video related to the dream or benefits youre selling, and make it something like

Click like if youd love (to have this benefit)Click like if youd love to see yourself (living such and such dream).Click like if you love (whatever applies to your niche).Click like if you think.Click like if youd love to have.


Questions and Prompts

Ask open-ended questions

Ask fill-in-the-blank questions

The more you listen, the more likely you are to get what you want.

The more you talk, the more the other person turns off and you dont get what you want.


Good PostsAsked to Comment:

Connecting with PeopleGood PostsHave a Call to Action:

3X higher engagement when asked to Like

3.3X higher engagement when asked to Comment

7X higher engagement when asked to Share



Good PostsClick Like if


Questions and Prompts

What one word describes who you feel about? My ideal work day includes______________. Fill in the blank and tell us!What happens when you?What are your goals related to?


Engagement Milestones

Getting one percent feedback regularly

People posting spontaneously on your page

Fans seeing and posting on fan page posts

Fans having a discussion on your page


Engagement Versus Sales PostsEngagementSalesClick like ifWhen are you going to?Ask a questionAre you ready to?Share thisCheck out ourPhoto postDiscountGuess what/where this isContest

Connecting with People


Use Insights to Learn from Your Previous Posts







Organize your friends into listsFacebook generated lists

Personally generated listsTargeting Your Market With ListsByronU A degree in Attitude, Activity, SUCCESS!

Organize you friends into listsFacebook generated lists






How could you use the list option in posting information?

Hint: Think about targeting your market.Targeting Your Market With ListsByronU A degree in Attitude, Activity, SUCCESS!

Filter your wall posts with your list option.

Targeting Your Market With ListsByronU A degree in Attitude, Activity, SUCCESS!

Focuses your attention on each of your sphere group separately

Keeps the flow of conversation organized

Taking Control with ContentByronU A degree in Attitude, Activity, SUCCESS!

How do you create 30 days worth of content? Lets discuss: What do you love most about real estate?


Brainstorm a list of what kind of content you want to post by thinking about who you wish to reach.Ask yourself:

What do I love most about real estate?

Why do I love this community?

How can I share my personality?


Agent Videos

79


Agent Videos

80


Agent Videos

81


Agent Videos

82


Why create 30 days worth of content? 1. It makes your posting strategic

2. It saves time

3. It will give you a starting point on have the first 30 60 days worth of content


Local Real EstateNational and State Real EstateCommunity News and EventsMy InterestsNew ListingHousing NewsSchool EventsFavorite Sport TeamsJust SoldMortgage and Finance NewsSchool CalendarVolunteer OpportunitiesNeighborhood TrendsEconomic DataParks and Recreation InformationHobbiesClient TestimonialsCurrent EventsFavorite and New RestaurantsTravel NewsHome ImprovementsRoad Improvement/Construction


Sources for engaging Facebook page content


Social Caffiene TM


Taking Control with Content

87


Taking Control with Content

88

Thank youByronU A degree in Attitude, Activity, SUCCESS!

Great Results are the Sum of Small Things, Done Well, Repeatedly -Floyd Wickman