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True or False? The Breakdown of Three Online Real Estate Marketing E-Myths

I decided to pull a Snopes and bust out on the three E-Myths of Online Marketing. These are common concerns I have heard in seminars, one on one consultations, or through the readership of my blog. I hope this will allay some concerns real estate professionals have about online marketing.

1. " If I don't know all the web 2.0 tools I will be left behind and my real estate business will suffer."

False. A tool should be used to help you implement your A True Craftsman only chooses the tools that help to create the desired results

marketing strategy. A tool should not be used for the sole purpose of "keeping up with the newest gadget". Here are three factors to consider before you use a new tool:

Does the tool save you time?
Can the tool make you money?
Will the tool provide you with insight/information that would have been difficult to obtain without using it?
Does the tool provide you with a way to achieve your goal that you couldn't have reached without using it?

If you answered no to all of these questions, step away before you let the aura of web 2.0 talk make you the tool unwittingly. It is a trap that traverses all industries.

2. "I need to be on all the social networks that are available to me."

True. You should be on all social networks that allow you to Get your for sale sign up in yards across the worldwide web

create a profile and that have either a heavy consumer concentration or b2b networking opportunities.

Why? Because you should take advantage of the best real estate available right now to marketers and that real estate is online. Would you prefer to have your real estate sign in one cyber yard, or would you prefer to have your real estate sign in the yards of all available real estate across the worldwide web?

If you choose the later option then follow these steps,

Build a stock online business profile.
Copy and paste that profile in Google Docs.
Alter your profile as needed to fit the needs of your online social networks.
Use a tool to check if your handle(user name) is available across social networks. I am an affiliate of Know 'Em because I think it does the job well. You can click on the banner to the right. To check on your user name availability on this website is a free service.
Secure your brand name in the online social networks where it is available.
Remain active in your networks by choosing three to update and have conversations on regularly. Choose to remain active on other networks by syndicating your updates using ping.fm and by feeding your blog posts to your social networks.
Be responsive to conversations by receiving notification of comments and emails within these networks via email and then answering these folks in a timely manner.
Measure which networks your traffic comes from and how your presence on these sites rank on the search engines. I have joined some niche social networks that within 24 hours have brought me page 1 or 2 Google results.
See what social networks are coming up for your keywords and join and become actively involved in them.

There is prime property in cyberspace right now with a pricetag of Free. If this same property existed offline what would you do? Take that same action oriented answer and move it online.

3. "I don't have time to market my services effectively online."

False.You do not have time to get engaged in all of the distractions of the internet. You must make time to get involved in all of the lead generating, branding, and prospecting opportunities that exist online. The best way to do this is to make a plan and then create a time frame for your activities that you can monitor and track.

Don't expect to get results without creating a marketing plan. Measure your marketing plan's effectiveness by analyzing important data which includes time on site, bounce rates, top referrers, and keyword searches.

Measure the conversion of your clicks, call in's, emails and walk-in's that are sourced from your social media marketing efforts.

Be consistent and achieve your marketing goals by,

Testing your marketing actions.
Keeping track of marketing trends.
Delivering on your strategy consistently.
Striving to reach your goals.
Creating new goals that will help you achieve a new level of successful marketing.

Your success in your online marketing will be a result of how you allot and manage your time to perform these marketing goals.

True or False? The breakdown of Three Online Real Estate Marketing E-Myths.

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If you enjoyed this post about social networking and social media marketing than you'll want to read,

Rebecca D. Levinson is a real estate marketing consultant with 17 years of experience serving real estate industry professionals.

If you need assistance with online marketing, offline marketing, social networking, or blogging contact Rebecca D. Levinson at #262-203-5231 or email rebecca@bloggingintherain.com.

Posted by Rebecca Levinson, Real Estate Marketing Consultant on 11/11/2009 02:56 AM

Comments (47)

Social Media in the Online Marketing Channel

online marketing, real estate marketing, emyths, social networking, social media marketing, time management, web 20 tools

Originally posted at: Real Estate Marketing Drips: True or False? The Breakdown of Three Online Real Estate Marketing E-Myths

Post is included in group: The Lounge at Active Rain
Post is included in group: Social Media Marketing
Post is included in group: Realtors®
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Post is included in group: LATE NIGHT - EARLY MORNING AT ACTIVERAIN

47 Comments on True or False? The Breakdown of Three Online Real Estate Marketing E-Myths

NOV

Rebecca,

Great points and tips! Not a lot of people know about Ping.fm Good for you to help get the word out!

I agree 100%, especially when I see folks wasting time on some of the sites that really don't matter. Active Rain is one of the best with more than one million Google indexed pages. That's powerful.

Rebecca - excellent for anyone feeling a bit overwhelmed. Worth a feature!

Thanks for the information...there is so much to learn!!!

Paul- Thank you it's a tool that makes so much sense.

Alexandria- Gotta capitalized on the wonderful real estate that is available to all of us that market services and products online.

Penny- Thank you so much for your kind words and yes many people feel overwhelmed.

Pat- Right and the difference can be what you are learning and why you are learning it.

Thanks again, Rebecca. As usual very valuable post that I have bookmarked. How was PubCon?

Thanks Jane. I'm still in Vegas at Pubcon, break for luch so of course I am taking the time to be responsive online:) Everything is going well, lots of valuable information to be able to pass back thru to my clients and further develop strategies for them. Very exciting to get great information.

Rebecca,

Another kick $%!$% post. I do need to take some time and organize my profile and I started using ping.fm it has a list of a lot of sites!!! Remember REALTORS that this business is a contact sport...so get your "social networking done" then go press the flesh!

Thanks so much. I'm going to pass this post onto the agents in my office. Sometimes we all feel a little confused but this is very clear!

NOV

Dan- Thank you and yes belly to belly is essential.

Chris- Thank you I am glad that is my main business goal and promise:) Please do share.

Rebecca...Thank you for your timely updates on marketing. Great post!

Jerry Gray CRB,CRS,GRI / Prudential Carolinas Realty / Winston Salem, NC

Great points all around! Balancing the web work and actual face time with people is essential too!

Rebecca, thanks for these great tips. How is the weather in Vegas??

Great advice! Hope to use it to "keep up".

Hey Sweetie! :) You're in Vegas? Cool!

I waver on #2 between 'Yes, should be on all' and 'Focus on a few and make them yours'...

I'm on a LOT but I also know people who treat an untended profile as if it wasn't there...

Oh! And I LOVE my Ping! :)

This is EXACTLY what my free system for realtors preaches and uses.

Except for the Ping.FM ---

Jerry- You're welcome thank you for reading.

Vanessa- Absolutely both are marketing, both are branding, both are needed.

Heather- You're welcome. The weather in Vegas is a bit chillier today (60's) but I can't complain...I'm from Wisconsin after all, lol.

Candice- Hello darlin' Vegas is great....I am bringing back a ton of good stuff so I'm stoked.

You're right if you aren't going to use ways to be active on the other social networks it won't be effective. That is why I believe this is the right formula. Spread your brand and then use the tools to have those profiles remain live and active.

Hi Chuck,

Well looks like you are onto something then.

Thanks for the great post and tips. First time I've heard of ping.fm ... looks like I need to do a little more research!

Great advice! I'm going to bookmark your post for future reference. Thanks!

Rebecca, great post. Thanks for sharing your insights. I remember hearing about ping.fm at a seminar, but I'd forgotten the address, so I'm glad to have found it again!

Rebecca,

Fantastic tips. I must try and see what works for me. I have learnt so much on Active Rain website from you Pro's I am so happy i am part of this community.

Will try ping.fm. Didn't hear before

Thanks for sharing the tips

Maya Garg

www.gtawesthomes.com

This morning I was listening to a James Brown oldie, "Get Up, Get Into It, Get Involved." It could be the social media theme song.

In the tradition of James Brown, your post tells it like it is. My only quibble is that #2 is as false as #1 and #3.

This is the internet. Thousands of social networks are available to each of us. We do not NEED to be on all of them.

Your steps for making active use of a multitude of social networks are great. Beginners, however, should understand that they can pick and choose to avoid feeling overwhelmed.

Social media is an endless pot luck supper, not a hot dog eating contest. The key is participation. Anyone can start anywhere and then follow your helpful blueprint to ramp up.

"Get up. Get into it. Get involved."

I teach blogging and social media for a living and I would disagree with your 1st and 2nd points.

1) I think the data is pretty clear that a huge majority of home buyers are turning more and more to the internet to search for homes and agents. Social media is the next wave of internet communications and it's become established enough to say that it is not a fad and will not be leaving. Platforms may be replaced with newer ones, but the idea of web 2.0 is here to stay at least until replaced by 3.0. Can an agent make a living now without the use of these "tools"? Yes Can a gent 5 years from now, probably not, unless you are specializing in a retirement community or some other niche that does not incorporate the web into their daily life. The reason is actually not because you won't get any leads, because a good agent will always have referrals and repeat clients, but those clients will lose faith in the agents ability to perform their job if they do see them taking up socially acceptable means of marketing.

2) While I can be found on all social media elements, because I'm in the business of trying them out and playing around with them, I actually discourage people from spreading themselves too thin in the social media world. Point in case, I hate twitter. There are no buyers or sellers in my area using it and I think it's highly impersonal and ineffective way to communicate. How many so called "twitter experts" have actually generated business that they can track back solely to twitter and what was the ROI for that lead? On the flip side I love facebook. All my friends are there so it's enjoyable, you can pass around videos, pictures and more in a nice interface and you have more than 140 characters to provide real value. Knowing these facts I can't in good heart tell people that they have to be everywhere, because a small presence is no presence at all. So I say put your energy where the people are (which you should be able to tell by glancing at the site) and commit to being an active caring (not spammy) participant in the conversations there. Remember if you're not adding value, you're probably taking it away, so there can actually be a negative to poor participation in web 2.0.

Rebecca

As with any tool, knowing how to use it efficiently and properly is the key. Good post

Good Stuff! Thanks for posting!

Diane and Peter- Thank you for reading, glad to give the tips.

Kristen- Glad to hear you were able to find it through this post and you are welcome.

Maya- Thank you. I am glad to be in the heart of a community of professionals whom I respect. I love and am passionate about the real estate industry.

Four Columns Realty- "Beginners, however, should understand that they can pick and choose to avoid feeling overwhelmed.".

We are in agreement. I guess I was keeping all social media users, bloggers in mind when I wrote this, not intentionally gearing it for newbies, which I do in some posts and actually I say that in my blogging workbook as well as teach that in one on one trainings and seminars.

Eventually it is important to spread your seeds and syndicate IF the goal is branding AND to get more prospects through.

Hi Daniel,

Thank you for the introduction and your conversation.

As to your point 1 I think my definition of tools and yours are different. I consider the Social networks to be just that, networks to engage socially and meet people and exchange information and form a community where people can get to know, like, and trust you. ActiveRain has been such a community for me. Now, is it a tool to get me more business? Yes, sure it is....but it is much more.

Because many web 2.0 tools, true tools, double as networks and communities this can be confusing. But sure enough there are a bevvy of tools...I have started to group them as I work with them on a dedicated website I have, http://www.freerealestatemarketingtools.com. You can also find pages of true web 2.0 tools here.

I could never tell my clients to use all these tools, that is a full time job for what gain? What goal? what purpose? To me this is backwards.

Now using tools to help execute online marketing strategies, that is smart tool use.

2. I fully agree to take a few networks and be a giving, helpful, instrumental member. Anyone who does SMM or blogging day in and day out would not agree and of course that includes me. What I am speaking of is personal branding and heavy prospecting. THat is why I laid out a formula that allows professionals to have strong connections in a few networks, but then also the opportunity to bring business and name recognition through many avenues.

THere are very strong networks outside of the big three and unless you sign in and take a peak around and really look at the community it would be hard to know. I do this consistently because I want to know where people are engaging and they are engaging in more places than Twitter, Facebook and Linked In so it doesn't HURT any business professional to have a presence in the other social networks in fact I would argue that it only helps to spread your name, use syndication as a form of activity and then pass thru to email so you can be responsive.

Responsiveness is key of course.

If you have a content based strategy syndicating to remain active isn't as hard as one might think and content IS the winner online. Bottom line.

As far as Twitter many pros are using Twitter to search in real time now FIRST instead of going to Google first. I am at Pubcon now and the first day there was a whole track on Twitter. Real Estate professionals can get business from Twitter and prospect on Twitter but there has to be a plan.

People do make money on Twitter. Search twitter here on active rain and you can find success stories galore.

Thank you for your conversation and your respectful discourse. I appreciate it.

Ty- Exactly and using the tools to help you execute the task at hand. That should be the objective.

Bob- THank you for reading.

I am a fairly new agent, and I am impressed with how much time you all have to read these blog posts, comment on them, follow their guidance about using social network sites and creating your own web postings, and then actually go out and work with real customers. Do you guys ever sleep? Or make money? That sounds flip, I know, but it is a serious question.

Thanks for the very helpful links and information. Anything to help streamline and make for an effective use of time -> results is appreciated!

Just went thru KnowEm and it wasn't correct on a couple of accounts. Hmmm. Thanks for the info. Good post.

Good points and great advise. I have been slowly expanding my web 2.0 presence.

Here you are again giving us wonderful advice. I just widh I had more time to do what I know I should do. Thanks for the suggestions.

Good stuff Rebecca. I really need to set aside some time each day. Thanks.

Larry- I am not a real estate agent, I can only tell you from my angle on how I consult with my clients which is to make a plan that also allots time for this type of marketing.

Catherine- A goal oriented strategy will bring results. As with all plans, tweaking and analyzing should be an ongoing activity.

Lyn- Thank you and definitely if you find any flaws in a tool, send the feedback to the app. developer. They appreciate that kind of feedback, technology isn't without its kinks.

Gene- Good for you. It doesn't have to be a race, good quality deep content wins.

Jirius and Tigard- Make a plan for what you do have time for and track it. When you can add on.

NOV

Awesome awesome post. Point number one applies not just to social networking but all real estate tools.

Rebecca, I really enjoyed your post and thought it was very informative. I'll be working on getting my profile into the various networks. Thank you!

Rebecca, informative and helpful as always, thank you! ~ Brad

On facebook is it better for me to have a business page or a group page for real estate?

I block out 8:30 am to 10:00 am for all of my blogging, lead management and social networking every day/7 days a week. For me, my internet presence is just as important as recruiting, selling and managing an office. So I block time out for these activities too.

So why am I responding to this post at 5:25pm on Friday? Well my last appoinment ended at 5:00 and I'm waiting for a new relocation client's call so that we can meet tonight for dinner and discuss properties that we will see tomorow.

It's all in a day's work!

Mike- Correct and yes you're right. Sometimes the tools with all the bells and whistles aren't needed to get the job done well.

DeeDee- Glad to hear it you are certainly welcome.

Brad- You're welcome and thanks for reading.

Dan- A business page because groups seem to be more for hobbies and interests on Facebook.

Weichert- Right on. It is all in a day's work.

NOV

Thanks for sharing Ping....I've never heard of it but am excited that there is a new tool to use.

Sonja- It's a great, convenient tool to use. This is a tool that will help execute a marketing strategy.

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