Web 2.0 What is your internet marke4ng strategy? Our mission “To deliver a por>olio of cost‐efficient consul4ng services and related products that leading real estate companies require to maintain and enhance their market posi4on and profitability.” Web 2.0 has three phases •  Driving traffic to your site –  SEO, social media, blogging, lis4ng syndica4on •  Engaging the consumer once on your site –  Informa4on now, easy of use, not “selling” •  Internet lead management –  Instant response, incuba4on, distribu4on, follow up Search engine op4miza4on, social media, blogging, lis4ng syndica4on DRIVING WEB TRAFFIC Print versus online Print •  Old school •  Expensive •  Hard to measure effec4veness Online •  New paradigm (84% of home searches begin here) •  Some methods free (social media), some not (SEO) but all cheaper than print •  Fully measurable (i.e. Google Analy4cs) Have you measured the effec1veness of one over the other? What do you think consumers and agents are looking for today? Important sta4s4cs •  Internet search affects the percep4on of a brand according to 74% of searches •  Successful companies have increased their marke4ng budget to include internet marke4ng by 27% •  55% of companies surveyed said SEO brought them the highest ROI •  SEO and public rela4ons… online PR has a unique audience reach over 500,000,000 annually. What is your internet marke1ng strategy? Driving web traffic SEO Social media Blogging Lis4ng syndica4on SEO map Some ques4ons •  Are you op4mizing your website, blogs, press releases, and anything else you post online? •  What is your social media strategy? •  Where do you rank on Google and other search engines for keywords that drive traffic? •  There are a lot of moving pieces, are you familiar how they all work and how they are all interconnected? Do you think you might be missing opportuni1es? Lis4ng syndica4on Some ques4ons •  Are your lis4ngs being seen by as wide an audience as possible? •  What are your clients asking you for? •  What are your agents asking you for? •  Do you think pos4ng lis4ngs on your site is enough? •  Where else can you post that informa4on? Are you tracking where your leads are coming from? Informa4on now, easy to use, entertaining, relevant informa4on ENGAGING CONSUMERS ONLINE Consumer driven to your site… Now you must ENGAGE them! Keep this in mind •  Consumers are not just looking for a house, they are deciding where they want to live •  Agents are not just looking for a new broker, they want to be part of a company they can be proud of and where they will have a chance to make money •  Real estate is about rela4onships… how are you enhancing your rela4onship through your website?
Don’t think like a Realtor… think like a consumer, what is your expecta4on? Does your site take this into considera4on? Website check up Is it clean or cluhered? Is it easy to navigate? Does it have the content consumers/agents require? Does it give consumers/agents a good feel about your company and what it is all about? •  Do you provide instant response through e‐mail, text, chat, or telephone? •  Do you have a relevant blog that provides market and other informa4on consumers/agents want? • 
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Do you give them a reason to leave your site? Some ques4ons • 
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Do you know your bounce rate? Do you know how long people stay on your site? Do you know how deep people delve into your site? Do you know how ojen people come back to your site for more informa4on? These, and other ques1ons, will help you measure the effec1veness of your marke1ng efforts Instant response, follow up, incuba4on, distribu4on INTERNET LEAD MANAGEMENT You could have great internet marke4ng and the most rive4ng website… But without a true internet lead management strategy you are poten4ally losing money The need •  $3 billion annually spent in online real estate. •  Real estate consumers need broker/agent leadership. •  55 million consumer leads are manually tracked. •  48% (27 million) of these leads are ignored. •  Successful linkage of “lead” with “agent” –  100x greater within five minutes of lead origina4on –  10x less ajer first hour of lead origina4on Source: MIT Study, 2007 Online “lead” challenge •  Of 1 million real estate online leads –  7% bought or sold within 3 months –  22% bought or sold within 12 months –  41% bought or sold within 28 months Source: Realty Times How are agents selected? •  58%
Select first agent who responds
•  45%
Most responsive to consumer
•  43%
Most professionally “qualified”
•  32%
First/fastest to respond
•  10%
Best prepared
•  6%
Offered cheapest deal
Source: CAR 2007 Report The jus4fica4on •  90% of first 4me buyers expect a response by day’s end •  82% of first 4me buyers find their agent via the web •  73% of buyers believe “response 4me” is important •  58% of online consumers pick first agent who responds •  3% conversion of manual leads •  1.6 million transac4ons and $9.2 billion in real estate commissions. Source: California Associa4on of Realtors Study, 2007 Your goal should be… •  To automate and accelerate connec4ng leads with agents •  To integrate rapid response to all client online leads •  To incuba4on of leads designed to improve conversions and ROI If you don’t control this process you are crea1ng opportunity cost How much money are you “losing”? •  Company dollar X internet inquiries = poten4al revenue •  ILM department can capture and incubate leads which you can then “sell” to agents •  ILM department can promote your ancillary businesses •  ILM department tells the market that you “get it” Marke4ng • Social Media • SEO • Web 2.0 pla>orm • Lead management A FULL INTERNET SOLUTION A full internet marke4ng solu4on Products and services •  Drive traffic to your site •  Create an engaging Web 2.0 pla>orm •  Create a true ILM system •  Ongoing coaching Benefits •  Increase traffic to your site •  Engage consumers in order to get them to choose you •  Capture and manage leads that can then be mone4zed •  Increase company awareness which leads to lis4ngs, sales, and new recruits Embrace change REinvent yourself! www.pcmsconsul4ng.com www.campreinvent.com