Building A Real Estate Community Means Growing Your Internet Presence
Real Estate professionals are savvy to the fact that the majority of their consumers are online shopping for homes. Now with the expansive presence that real estate professionals can have online through various forms of social media marketing and content strategies like blogging they can take a proactive role in engaging with consumers online.
Some real estate professionals question the viability and productivity of time spent prospecting, selling, and marketing online. What they do not see is that at its core adding an aggressive online marketing strategy that is focused, yet flexible to change provides more opportunities then could every possibly exist offline.
Let's throw out the gobbledygook and get with some clear cut examples for a minute,
If you were a spider, would you want to crawl on four legs or eight?
If you were a table would you want two legs or four?
If you were an octopus would you prefer four tentacles or eight?
The way I see it, if you are a real estate professional who cuts out online marketing because you consider it to be a waste of time, you are cutting off an immediate 50% of your business opportunities. As the numbers continue to shift toward more consumers researching and shopping online for goods and services the 50% of business opportunities derived from offline marketing strategies start to show even more diminishing returns.
It's kind of like the goodies you used to be able to buy in a candy store for a dollar. Twenty five years ago I could walk into a candy store and walk out with a small bag of several pieces of candy that I liked. Today I could walk into a candy store and walk out with maybe three lollipops. Three lollipops may be good for three people for a one time deal.
Three lollipops split among more than three people is a short lived sweet moment where someone is bound to lose.
So if you are wondering what all this social media, online marketing and blogging is good for anyway or if you are engaged in social networking, online marketing, and blogging currrently but have lapses of faith or direction:
The purpose of online marketing is to grow your business opportunities by at least 50%.
The purpose of growing your business opportunities is to make solid business contacts...prospects that are more serious and that you can close.
The purpose of building a real estate community of propects, referrals, and associates is to create business for spring, summer, fall and winter.
The purpose of creating business all year round is consistency for your brand and revenue-short term and long term and perhaps a exit term (retirement).
Rebecca I see how it's supposed to work -and it all makes sense to me...but I must be doing something wrong still -because I can't say I'm getting that return on my online investment?
Rebecca - oh, so very true. One just has to read the success tories here to know this. But you have to wonder about all the folks who are not going to be reading this.
Rebecca....you're post makes all the sense in the world.....I am 33 days into blogging.....it's a new task but it gets easier with every comment made and every blog submitted.....you just have to go forth and DO IT.....have to admit, some of it is like learning a new language!!!
Great post as always, I agree that it's so important to have multiple legs to your marketing plan. Especially in our market where we are working with a smaller population than many other areas, and our population is spread out over a wide area. Thanks again,
No marketing or internet presence is like winking at a girl in the dark. You know what you are doing, she has not clue. She is your customer..your buyer, seller, the folks in your community that either think you are the local real estate authority...or you kinda, sorta list, market, sell real estate. With the internet, you ARE the fastest runner and allowed to win...if you work hard and "broadcast" your sticks, bricks, the local area, your brand. Put your hometown, yourself on the map and keep adding internet gas, google juice to that fire to make it bigger, reach further, last longer and not be forgotten by anyone near the blaze. You love, are passionate, have fire in your belly about what you do right? Excitement about the property you list, where you live, and it shows in all your do, okay? If that spark is not there, go back to school, retire, or find another job.
Endre- That is good news. I do believe though, that there are professionals in this community as well that come up upon hard times with their internet marketing. It reminds me of what my son's soccer coach said to his team this summer,
"You guys do a really good job of running the ball down the field and playing this game.....but somewhere nearing the end of the field you are not making the plays for the goal".
Now of course that is not everyone but there are many inactive professionals in this community and ones who aren't sure how to become active.
Liz and Monica- Each area will have its own number of opportunities and some will "currently be less than others based on their geographic landscape/internet landscape. However to be sure it is best to truly explore the opportunities thoroughly that currently exist online. AND if you do happen to be one of the first to truly dig in deep then all the better. It's always good to be a pioneer of an opportunity and heck who doesn't want to be one of the first to a gold rush.
Larry- That's true, but also the need to have an expansive and focused internet presence that is flexible to change. That is the key at this point.
Jeff- I think I can say I have met a few folks who won't be reading or doing this. They will have a heck of a time in most cases....a few may squeak by on their SOI if their game plan is to be here for another year or two and then leave. Problem there though lies in squashing an opportunity because if they wanted to sell out their business I think it would be hard. That business would be worth less than a r.e. business that had a great lead making internet marketing system.
Barbara- Lol you know when I first started blogging it felt like that too. It's such a journey, blogging, but content driven strategies win so many things online. Primarily business:)
Joan- Yes it does and I wouldn't cut off any limbs- not on purpose:)
Melissa- Awesome and glad to hear it. Please do use it absolutely.
Cindy- That is important. If you consider your content first I think(your blog) and then see the ways you can spread that content online thru social networking,syndication,groups,ezines,newsletters,offline promotion, it becomes a bit easier, the focus part that is.
Rebecca, I am just getting started with my internet presence and markerting. This is great info. It will help me to succeed in the online market. Thanks so much
Having and maintaining an internet presence <sp?> is just like the real estate business. You can't give up. You have to keep going and learning or else you will fail. :) It takes time to build. Build it and they WILL come. :)
Rebecca - So so true ! We definitely agree. Our Internet Marketing has certainly helped build our community. In fact, reading your blogs has helped us grow our real estate community. You have one of the best real estate blogs in the country ! Rock on !! Those who decide not to embrace the Internet for their marketing will be their chose and potentialy, their loss. We love being innovative and taking advantage of the Net - our website, our blog and the many other ways to grow one's presence and reach to the community !
I needed this today! I have been falling behind the last 2 weeks, in my blogging! I know it works because I get more calls from new clients that have found me on the internet just from my blogging. I haven't done anything different this year except added blogging into my exposure.
Well said and right on the money! I cannot understand agents that do not see the value in effective marketing. I know an agent who doesn't think that online marketing is very important and just hit 3.5 million for the year in sales...I said imagine what that number would be if you pursued blogging and social networking and they said "I have made all the money I want to make this year!" WHAT THE...?????? Go ahead and give it a try and give your extra earnings to me if you don't need or want it!
Rebecca: The old bump and grind method of real estate will soon be extinct like the dinosaur. Internet presence in any business is the name of the game ... it you don't have it ... you won't have a business ... unless your business is a corner convenience store. Everyone knows where to find them ... and what they can get there ... and typically know they will pay more for what they buy there.
One thing for all in agreement and a little bit of advice - internet marketing is a double full time job if done corectly. It takes a lot of patience, persistance, consistency and time. So get ready to jump into trenches without rosy pictures or graphs. You can't do it all alone and if you can - you have two full time jobs.
Rebecca, thanks for connecting the dots on the internet marketing relationship. I'm a newbie as well when it comes to blogging and using the social networks but I'm am trying to improve as rapidly as possible. By the way, spiders walk on 8 legs; insects walk on 6 legs. Charlie Gantz, Greenwood, IN; J.D., M.B.A.; owner/principal broker, Atlas Commercial Real Estate, LLC
The statistics that I have seen banterred around is that in todays real estate environment, approximately 80 percent of all home buyers will use the internet as a research resource. I have also heard that about 80 percent of all home buyers will use the services of a real estate professional. With that said, real estate professionals who do not have an aggressive online marketing plan are behind the power curve.
Awesome chart, and perfect timing for 2010 business planning! I agree with all of the comments and isnt' it great to know that you are indeed preaching to the choir.
Excellent post Rebecca, especially the graphic. Most people it does not register for unless it is a graphic. And that was one heck of a graphic. Nice find
Nice work as always... like a finely tuned orchestra, social media / marketing plays best when the conductor knows the score and all the parts are playing in concert together with the same goal... serving the music and following the baton.
Tom- I am glad I hope it can be a visual that maybe can be printed to remind of end goal in internet marketing endeavors.
Chris- 5-10 years, wow...that's an awfully long time to wait for something that is happening right now, isn't it? lol. The embed was actually a mindmap I created and then I downloaded it in Google Docs, then uploaded it into Scribd, a document storage website tha allows you to embed.
I also have the same document published as public on Google Docs as a "web page" so that i get the google crawling opportunity there as well:)
Jackie- It's not maintenance free, absolutely true, what it is is smart marketing.
Christopher and Stephanie- Wow, well thank you for those extremely generous words. I am truly flattered. I know you both understand the power of internet marketing and the rewards it can reap as long as there is a focus.:)
Kathleen- I like your analogy. So true thank you for sharing it.
Independent Brokers Realty- I agree with your statement. It is not maintenance free, it takes dedicated hours, strategy, execution, and a bit of free thinking.
Kathleen- I like your analogy. So true thank you for sharing it.
Independent Brokers Realty- I agree with your statement. It is not maintenance free, it takes dedicated hours, strategy, execution, and a bit of free thinking.
Charlie- Welcome and also thank you, lol, not sure what I was thinking there. It is corrected now.
Eric- "Behind the Power Curve"- I DO like that. What great analogies today I am reading. Fantastic. And yes, those stats for actually looking for a real estate agent online are real and are rising.
Hi I will consider it. Also I created this in Xmind, mindmapping software, uploaded to both Google Docs and published, then scribed, published, and embedded.
Brian- Thank you that is truly a goal of this post.
Daniel- Thank you and I made it myself:)
Rene- Ooohhh the analogies are just way too good today. Just love that one too. Nice, thank you for sharing.
Rebecca--You continually educate the real estate community on the importance of the internet. It is HUGE and surprising that so many are resistant. It can be a waste of time if not focused...but it is an essential part of any real estate professionals plan if they want their business to grow into the future.
Rebecca - this is so true. An internet presence is a crucial component really for all businesses and not just real estate. I know when I am looking for something - I Google it and see what comes up!
After being involved with AR for a little over 2 months, I see the value better. My frustration about internet presence was being lost among the crowd of both agents' web sites and our companies. Thanks to AR I've discovered it's much better to get in the game than stand on the sidelines and wonder what is happening. Yes, I still question the amount of work it takes, but what is the alternative? None. Zero. Notta.
Rebecca - Thank you for the reminder - I try to keep a strong internet presence and try to also connect with other Realtors who are on the same path. I believe in combining that energy to move forward!
Online marketing is essential to our success. There is no doubt about that. I think many agents agree, but don't know how to go about getting that market share without breaking the bank. Trying to figure out the mouse trap that draws buyers and sellers to your site take time. All good things do I guess. It's an investment that has huge payoffs.
Keller Williams has offered web site for it's agent, but keeping it current on top of everything else we have to do in the market can be exhausting. I found a company that has done a great job with my site and I don't have to spend so much time adding content. Check it out and let me know what you think. www.themarzanoteam.com
this is so on point. everything is automated. i think people spend more time online than anything. at work, onm their cell phones (sometimes dangerously while they are driving), when they get home...the www has taken over....so this is really important. advice at it's finest. thanks for writing this.
Internet presence is not enough for me, I must have internet domination. If you google me, 90% of the results I come up. That transalates into money. It works!
Blog, blog, blog, and join social networks everyone!
Patricia- Yes that is a crucial first step and many agents don't have their own website.
Teri- I know you know this. Your blog is very focused:)
Michael- The reach you can have is incredible. I have been working and networking online for eight years and I have great friend internationally as well as here in the states. I love it.
Joyce- Thank you for commenting and for your readership:)
Sharon- I am a googling queen and have been for awhile but I am always constantly checking my google stats out and looking to see what comes up. Some networks may surprise you with their results.
Candice- I know you get it too....."As much as we can"- I guess that amounted to pretty much zilch, zero, zip. When real estate buyers and sellers come to me that is one thing I ALWAYS look for in an agent, their online presence. They need to have marketing savvy, period.
Jane- Thank you and I love seeing you on my blog always makes me smile. Cheers. Here is to growing your business:)
Heather- There is so much if you can just dig your heels in and keep at it.
Pam- Hi I took at look at your site and think it's a good one to have in maybe combination with a primary website that allows customization of information. First and foremost a blog.
Great Post. I love the diagram. I think I am going to recreate a diagram of my marketing efforts and see how they compare, it would give me a great idea of where I am lacking and what I need to work on.
NAR stats show that 78% of home buyers will start their search online. But only 24% of buyers will find their Realtor online. So how can you bridge the gap - so to speak...how can Realtors connect with buyers while they are doing their research online? Through a solution that can 'engage' web traffic and start a conversation between the Realtor and the buyer - early in the buying process. Let us provide you with a free live demo.
One of my closest friends who is a RE agent has started to get more clients after she started a blog and joined Twitter. She also uses Facebook as well. I'm beginning to see the importance in my business as an Accountant to RE Investors and Landlords. I'm starting get more hits on my website as well as clients taking advantage of my 1 hr free consultation. So having a web presence for any business is key for growth. This is a great blog w/a lot of insightful comments.
I'm trying to strike up the right mix between blogging, micro blogging and other social media. Its tough. When I'm focused on social media, my blogs suffer, when I work on blogs, my (other) social media suffers, and when I'm busy with buyer's and seller's everything else suffers. :(
Chris- If you dedicate certain times to things it won't be as difficult because you will establish a rhythm. To be at it 24/7, well you just can't, gotta eat, live life, and do your real estate business:)
Kryste- Excellent glad it served that purpose that was the intention:)
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Rebecca, thanks for connecting the dots on the internet marketing relationship. I'm a newbie as well when it comes to blogging and using the social networks but I'm am trying to improve as rapidly as possible. By the way, spiders walk on 8 legs; insects walk on 6 legs. Charlie Gantz, Greenwood, IN; J.D., M.B.A.; owner/principal broker, Atlas Commercial Real Estate, LLC
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Rebecca, great post, fantastic information that you provide. The good news is you are preaching to the choir here. Hope you had a great Holloween.