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Internet Marketing,[object Object],[object Object]
REIWA Learning,  May 2010Charlie Gunningham,[object Object]
INTROs- Me- Flavour- Order- Objectives,[object Object]
TIMING9-10.45am: 	History, Effects, DBs and CRMs, 11-1.15pm: 	web sites, revenue, traffic, 2-3pm: 		SEM, SEO, portals, sites3.15-4.30pm: 	social media, conclusion ** Leave with an Internet Marketing Plan! **,[object Object]
Charlie,[object Object],Your name please!,[object Object]
Who are you?!Sales Reps/PAs?Sales Admin?Property Managers?Executive/Licensees/Principals?,[object Object]
OBJECTIVES3 things you want to get out of today?,[object Object]
CAR PARKthings that may have to be handled later,[object Object]
HISTORY,[object Object]
ARPANET, 1968,[object Object]
Internet Marketing for Real Estate
Let John Heileman explain…,[object Object],  _ ‘Discovery Science’ ,[object Object],     Channel doco,[object Object]
Internet Marketing for Real Estate
Net EFFECTS 1.	How many of you have purchased something online in the last 6 months? 2.	Do you normally search online, before buying offline?3.	How many hours a day are you on the Internet?4.	How many emails do you send/receive/day?5.	What happens in your office (and to you) if you do not have internet 	connection and/or your emails go down? 6. 	What % of your property enquiries come from the Net?,[object Object]
Net EFFECTS,[object Object]
Internet Marketing for Real Estate
Architecture,[object Object]
Architecture,[object Object]
Intranet/Extranet,[object Object]
TRAD ADVERTISER                   … doesn’t do it for me anymorehttp://www.youtube.com/watch?v=heSudg-tfIk,[object Object]
Ad Spend in Australia - 09/10*1. Takeaway Food    		…..….$3343m        2. Real Estate Agents		……...$1563m3. Auto Industry 			……….$997m4. Banks				……….$966m5. Supermarkets			……….$774mSource: IBIS World Research, July 2009,[object Object]
55% of enquiry from online adsReal Estate Agents AD Spend        ...$1563m- of which, online ad spend 	  …$240mnyou could argue for 50:50 split (print/online) - so offline ad spend 	  	   …$240mn which implies $1bn is wasted?!,[object Object]
ONLINE Databases/CRM*sWhat’s your Ideal?(* Client Relationship Management),[object Object]
CRM/DatabaseCustomer Relationship Management (CRM) consists of the processes a company uses to track and organizeits contacts with its current and prospective customers. - info about customers and customer interactions, stored and accessed- typical CRM goals are to improve services provided to customers, and to use customer contact information for targeted marketing.                                  						(Wikipedia.org),[object Object]
YOU NEED A SYSTEM- ‘house’ clients- organise contact with them- manage your time best- feeling of being in control- results, success, rewards- work the system,[object Object]
WEB-BASED- ubiquitous- upgrades auto- no large upfront- as secure as your login,[object Object]
PROBLEMS!- suspicious reps- only fraction of system gets used- becoming a data entry monkey- huge learning curve for new system- ‘it never works’ -> start again- ‘it’s a waste of time!!!!’,[object Object]
Off the Shelf,[object Object]
My Desktop – market leaderWA –based, Commerce Australia (75% owned Fairfax)Scott Wulff, est mid 1990s- various types of logins, - all inclusive price, - we can build sites directly off it; they have feeds out, SMS, full CRM- market leader- based in Perth- Scott and Adam and the people there are friendly- regular training providedhttp://www.desktop.com.au/1200 agencies in Aus,[object Object]
PORT PLUSMelbourne, independentEddie Lynch, est. 2000- used by some franchises, 1st National-  #2 position nationally- making inroads into WA- not owned by a large media company- do web design in-house as well (a bit “samey”?)- based in Melbourne; not everyone loves them!- http://www.portplus.com.au/,[object Object]
HubOnlineset up by 2 independents, bought by realestate.com.au- was market leader, now #3- has gone downhill since REA bought them?- founders have left- buy in modules- based in Melbournehttp://www.hubonline.com.au/real-estate-software/,[object Object]
Boom CRM (Box n Dice)Travis Williams’ system, est 2005- ex real estate agent- used to be intranet (only in office)- easy green/yellow/red traffic light system- excellent graphics, clear and concise- no inroads yet in WA?http://www.boomcrm.com.au,[object Object]
MultiArraylarge system, expensive / on servers (real estate manager, property manager, strata manager)est 1987 - George Sih, Sydney based- large system, not for faint hearted- good for multi-offices?- starting to make inroads in WAwww.multiarray.com,[object Object]
iWonPeter Gilchrist  (New Zealand)- agency coach- sales and managt software- if using Peter’s system, then worth looking at- not based here, remote?http://www.iwondata.com.au,[object Object]
Consoleest. 1993- Australia & New Zealand- no one on ground in WA (yet?)- incl property managt, trust acc’g & CRM = “Gateway Live”- 3000 reps use it in Aus and NZ (# offices?)- was being marketed in WA heavily a few years ago, has waxed and waned a bit…? But some still swear by itfor more >>  www.console.com.au,[object Object]
iPropertybased in North Melbourne- gained a following quite quickly- simple CRM, not v advanced “ a basic system, which has become popular in Melbourne ”http://www.iproperty.com.au,[object Object]
Real Estate in a Boxaussiehome.com’s test system- web-based, linked to aussiehome.com properties/ agents- based on ‘trail’ system, action plans and activities- office sets it up for reps to follow “ Brand new, being developed, some agencies testing it ”http://www.reiab.com,[object Object]
Complete DataLee Woodward’s system- desktop based, some web inputting- can buy individually, per seat ($750)- can take it with you (when you leave)- controls your life?! “ Maybe the most complete system? very time consuming, not for the fearless. The ultimate if you can handle it? ”http://www.completedata.com.au,[object Object]
Market Managerset up by Brian & Eva Oldfield, bought by REIWA- desktop based? Web based to a degree- auto import of REIWA data- some CRM capability, letters, prospecting. Training“ Some of us know Brian; likeable guy; maybe put too much in it, got too complex? for sales data it beats everything through the REIWA connection “,[object Object]
Others? DIY?Decisions based on:- upfronts + ongoing	- web based?- 	- link to web site?	- run my own results?	- easy? Useful?	- customise? Support?              - uploads to sites?,[object Object]
eNewsletters(1st step???)_ client database_ easy to edit templates_ flick the switch, off they go_ news, events, stats, advice_ no print cost, collect emails,[object Object],REIWA Property Management Breakfast, 16th July 2009		          Slide 40,[object Object]
”,[object Object],“,[object Object],Beware the patient who has not been in hospital for 50 years and complains they are not feeling well… there is something wrong with them,[object Object],”,[object Object]
Great things happen slowly- the frog in the water being heated up- climate change- ageing process- paint dry…,[object Object]
Do you need to have a web site?Why, exactly?,[object Object]
90% of sites are still brochure sites- 1 way, (“static”)- no interaction- not grabbing emails (#1 goal)- flash, html, no updated, not SEO’d,[object Object]
“Dynamic” sites- powered by database- update DB, updates site- CMS to update rest- interactive- social- local- mobile,[object Object]
Why have a site?1. Branding2. Differentiation3. Your listings only4. Your message, in control5. Power of the media, broadcasting,[object Object]
It’s like having your own radio station!,[object Object]
XML- databases talking to each other- very complex, prone to error- continual maintenance by provider- very important	- talks to your CRM	- updates all sites in one go,[object Object]
Personal Site- www.imselling.com.au- sub domain of agency sitewww.aussiehome.com/firstname-secondname- also keeps the hits coming to your agency site,[object Object]
Why have a site?6. Make it earn     money!,[object Object]
< lunch >DONE!	History, Effects, DBs and CRMs, DONE! 	Your web site, revenue, NEXT! 	Traffic to sites, SEO, SEM, portals3.15-4.30pm: social media, conclusion,[object Object]
The eternal questions – HOW to build traffic? WHY SHOULD WE KNOW? What to measure?1. Know thyself (measure it)2. Google Analytics3. Smarter Stats4. Nielsen/Hitwise5. Alexa.com				>> demos,[object Object]
MeasuringTraffic1. Hit?  << NO!2. PageView3. Visitor Session4. Unique Visitor/Browser5. Time per visit6. Bounce Rate7. Repeat Visitors,[object Object]
Building Traffic1. Self2. Word of mouth3. Cross media4. Social media5. SEO6. PPC - Facebook,[object Object]
Building Traffic / cont…7. PPC – Google8. Partnerships9. Linking10. PR, events, editorials, awards11. Ads,[object Object]
Google Eyes (SEO)- reads text, can’t read images- hates flash, frames- reads top left to bottom right- reads title tag- reads <H1> <H2>.. Tags- reads text on page- loves to see updates of text, and links IN,[object Object]
PLUS- being updated- relevancy- popularity- older- larger,[object Object]
Internet Marketing for Real Estate
REIWA Property Management Breakfast, 16th July 2009		          Slide 59,[object Object]
Just a few case examples…_ “broome real estate” hutchrealstate.com.au_ “northbridge apartments for sale” limnios.com _ “subiaco real estate” paxtonhoad.com.au,[object Object]
Internet Marketing for Real Estate
Internet Marketing for Real Estate
Internet Marketing for Real Estate
[object Object],[object Object]
Search Engine Marketing (SEM)- beyond SEO, what else can you do?1. Google Adwords2. Facebook Ads- CPM = cost per thousand impressions - CPC = cost per click- CTR = click through rate,[object Object]
How much to get 27mn+ views of an ad?(and only pay if they see and act on it)- Facebook: < A$4,000 (over a year)- Local paper: A$200,000++?,[object Object]
Australia – real estate sites- quite a choice- online monopolist in REA?- Google a life saver?- in the end, it’s about service- and it’s the inexorable shift from print -> online,[object Object]
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?),[object Object]
Internet Marketing for Real Estate
Go to Google Maps, enter “subiaco real estate”,[object Object]
http://maps.google.com.au/realestate,[object Object]
GOOGLE Real Estate_ get yourself on there (YOUR URL)_ 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,[object Object]
MOBILE_ Last year, it didn’t figure_ now = 10%+ traffic (30% w’ends) _ by 2013, mobile web > PC web_ 140,000 iPhone apps_ App Store: 2bn downloads_ Gen X (28-45) buy 60% homes,            their PC is their mobile,[object Object]
MOBILE_ mobile builds brand, trust, pride _ iPhone apps “cool + Sexy”_ it’s how you promote it_ it’s only a 2 year old market * weekends – h/opens – mobile *,[object Object]
MOBILE1. Your site on mobile 2. Mobile apps* we already do mobile sites * & offering apps soon,[object Object]
Sherry Chris, CEO, Better Homes & Gardens Real Estate,[object Object]
http://link.brightcove.com/services/player/bcpid25681338001?bctid=45945430001,[object Object]
MOBILE- most sites do not look good - only 5 apps in Australia- @ what cost?? (I hear you scream),[object Object]
MOBILE< recent BLOG onBusiness2.com.au,[object Object]
Internet Marketing for Real Estate
Power that is SOCIAL MEDIA- free- powerful- scares big media silly- elected a President- not being used by your competitors (yet),[object Object]
SOCIAL MEDIA – defined Social media refers to web sites whose information comes from its USERS. http://www.youtube.com/watch?v=pg4C2wayqCo- incl blogs, youtube, facebook, twitter, flickr, slideshare, foursquare, …,[object Object]
Chad Hurley, Cofounder, Youtube.com,[object Object]
Mark Zuckerberg, Founder, Facebook,[object Object]
Biz Stone, Founder, Twitter.com,[object Object]
1994  Age ofSurf,[object Object],1998   Age ofSearch,[object Object],NOW   Age ofSocial (media),[object Object],FUTURE   Age ofSemantic Web,[object Object]
“Markets are conversations”,[object Object],conversations among humans sound human,[object Object],natural, uncontrived, honest,[object Object],public switch quickly,[object Object],tell us something! ,[object Object],(then we might speak to you),[object Object],business is only part of our lives, it’s all of yours,[object Object],The Cluetrain Manifesto: The End of Business as Usual,[object Object],by Christopher Locke, Rick Levine, Doc Searls, David Weinberger,[object Object],Pub 1999 : read it for free at www.cluetrain.com,[object Object]
At its most basic, you could (should) be…BLOGGINGon FACEBOOKon TWITTER,[object Object]
Advantages SOCIAL MEDIA- Cheap! and fast/instant- Reach / Accessible- Can be updated/improved- Democratic (power to the little guy)- It involves your clients (directly),[object Object]
BLOGGING 101- a “web log”- foundation of SM?- Blogger.com / Wordpress / other- leave comments, post- video blog (“vlog”)http://blog.aussiehome.comhttp://www.therealestatemarketingmaven.com,[object Object]
THE RULES…,[object Object],not expensive in $’s,[object Object],Blog often, blog interesting,[object Object],Show yourpassion,[object Object],Encourage staff to blog,[object Object],Be authentic,[object Object],Ideas spread,[object Object],Allow publicto comment,[object Object]
You’re asking the wrong question, but since you asked…,[object Object],Better Traffic & SEO to your site,[object Object],Fun, empowering for you/staff,[object Object],Listen + Learn from your public,[object Object],Gather interesting content,[object Object],What goes around comes around,[object Object],“Markets are conversations”,[object Object],= the future of marketing?,[object Object]
Look at blogs, read loads of them,[object Object],If you had a soap box, ,[object Object],what you speak about? ,[object Object],Start one today,[object Object],(it’s free – www.blogger.com),[object Object],How could your media ,[object Object],(your website) have a blog?,[object Object]
Blogs are fantastic for SEO!,[object Object]
Internet Marketing for Real Estate
Mark,[object Object],Anderson’s,[object Object],<< BLOG,[object Object]
PODCASTING- audio file (usually)- DIY- have them downloadablewww.byoaudio.com,[object Object]
SOCIAL MEDIA in Aus _ 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%)_ social media/ blogs more pop than personal email    10% of ALL time on Internet = on social media,[object Object]
Cont…_ 64% marketers spend 5hrs+/week_ It took radio 38 yrs, TV 13 yrs, Internet 4 yrs… to reach 50mn users  … it took Facebook 9 mths to get 100mn!Source: 17 Aug 09 eConsultancy.com,[object Object]
FACEBOOK- Setting up a Page- Making comments/updates- Uploading photos- finding friends- how might you use this?- should biz be mixed with pleasure?,[object Object]
Do your own FACEBOOK Page,[object Object],free ‘n’ easy to set up,[object Object],people find you,[object Object],you’re in control,[object Object],550,000 in Perth,[object Object],more > 40 than < 20,[object Object],500/day in Perth join,[object Object]
Set up a FACEBOOK Group/Business Page,[object Object],invite people in,[object Object],publish events, goings on,[object Object],interactive shop window,[object Object],everyone gets to know,[object Object]
Set up a FACEBOOK Group/Business Page,[object Object],invite people in,[object Object],publish events, goings on,[object Object],interactive shop window,[object Object],everyone gets to know,[object Object], and/or LINKEDIN.com,[object Object]
Linda Davis, real estate selling agent, Ledyard, CT,[object Object]
Ledyard, CT ,[object Object],community,[object Object], page,[object Object],(a landing,[object Object],Page),[object Object],We could feed,[object Object],In your listings,[object Object],too!,[object Object]
Linda Davis, Ledyard, CTMY GOAL - top sales person * concentrate on one area * personal, be YOU, persist, don’t YELL!* yes, YOU DO HAVE TIME – prioritise* have RULES, build relationships Don’t be “that guy” that abuses it!,[object Object]
FacebookiPhoneApp >,[object Object]
FREE FACEBOOK Business Page e-Book,[object Object],by Peter Fletcher,[object Object],TheRealEstateMarketingMaven.com,[object Object]
3. Post your own FACEBOOK Ads,[object Object],Direct + targetted,[object Object],Set a budget,[object Object],Easy to set up, edit, ,[object Object],cancel + monitor,[object Object],20mn+ views ($2900),[object Object]
FACEBOOK Policy,[object Object],Addictive,[object Object],Time Wasting,[object Object],Haven’t got time!,[object Object],You need a policy, and stick to it,[object Object],Have a reason, WIIFT, part of marketing,[object Object]
4. TWITTER! (your own + company),[object Object],100,000+ in Perth,[object Object],Growing fast,[object Object],Very easy to update,[object Object],‘micro-blogging’,[object Object],Word out, top of mind,[object Object]
TWITTER- “Twitter for real estate Twits!”   (free ebook)http://issuu.com/nerang/docs/twitter_for_real_estate_twits,[object Object]
                       5. Upload movies to        ,[object Object],Obama did 1,678,[object Object],87 mn views,[object Object],Av age 45-55 yrs,[object Object],tag ‘perth real estate’,[object Object],Own TV channel!,[object Object]
       6. LINKEDIN.COM,[object Object],Facebook for grown ups?,[object Object],Professionals,[object Object],Worth having a profile,[object Object],Online CV,[object Object],40 million members +,[object Object]
7. Foursquare(iPhone App) >,[object Object],www.foursquare.com,[object Object]
Internet Marketing for Real Estate
Internet Marketing for Real Estate
                 Real Estate applications?_ download the app, link to FB and twitter_ add your own business_ check in, and leave tips_ tell others about it_ check in @ home opens_ ask people for reviews (tips),[object Object]
LOCAL< recent BLOG onBusiness2.com.au,[object Object]
It’s no longer the 4Ps of marketing(price, promotion, product, place)It’s the 3 i’s ...“Getting the right information to the right eyes at the right instant”,[object Object]
Lower ad costs,[object Object],targetted, effective marketing,[object Object],Raise Traffic  + improved rankings,[object Object],Fun, empowering; learn & interact,[object Object],Drive client loyalty,[object Object],more sales and profits,[object Object],MOST powerful when you mix them,[object Object]
TV show dedicated to using social media in real estate,[object Object],Aussiehome.com TV Episode 9,[object Object]
This is what C21 are doing with Social Media in USA…,[object Object],(courtesy Business2.com.au),[object Object]
Best Blog for social media and how to use it in real estate,[object Object],Therealestatemarketingmaven.com,[object Object]
Altitude’s Facebook Page,[object Object],Search ‘Altitude’ in FB’s search box,[object Object],5500+ fans! = real online community,[object Object]
Rob Ham’s Twitter page,[object Object],Twitter.com/rob_ham ,[object Object],2000+ followers, well organised page,[object Object]
OK, almost done!- empty the car park- check objectives- MY INTERNET MARKETING PLAN,[object Object]
         MY INTERNET MARKETING PLANCRMWeb Site – needs… enewsletters, interaction, SEO, traffic… how? Who?SEO phrasesare (80 characs), test, which? techniquesSEM – Facebook, Google Adwords, budgetSites – what others? Google RE? direct uploadSocial Media – Blog, Facebook Biz Page, FB ads, Twitter account, 4Square…Who’s going to do this? What’s the strategy/policy?,[object Object]
The Ultimate Internet Marketing System?,[object Object]
THANK YOU! please fill in FEEDBACK FORMS     Email me for these slides…and any help   charlie@aussiehome.com    or charlie@reiwa.com.au           0411 092 669	twitter.com/aussiehome	facebook.com/aussiehome,[object Object]

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