Outline of an Internet Marketing Process for Real Estate.
Integrate your web, email, social media, and print marketing strategy.
Assess
- Your vision, business plan, objectives, business model
- Personal style and how to maximize your assets?
- Specify your target niche and your audience:
- Demographics
- Locale
- Competition
- Differentiation
- Technologies
- Articulate brand identity, brand image, value proposition
- Marketing channels, resources
- Website, blogging and social media presence
- Key Performance Indicators, Critical Success Factors
- SWOT - Strengths, Weaknesses, Opportunities, Threats
Set Goals
- Website, Blog, Media, and Content Development
- Audience Engagement; Leads; Conversions:
- Contacts per week
- Transactions per month
Plan and Design
- Website Content, Features, Design
- Domain name(s) and URLs
- Target Keywords, Brainstorm, Refine
- Blogging and Social Media Presence
- Business networking resources
- Media and Branding
- Processes and Workflow; Methods, Systems and Tools:
- Lead Capture Systems
- Followup and Conversion Systems
Execute
- Website Templates, Prototypes
- Design, Logo, Images, Photos; Layout, Style, Fonts, Color palette
- Content Development, Copy-Writing, HTML and On-Site SEO:
- Navigation Structure, Pages, Titles, Headings, Keywords, URLs
- Community Info; Links, Resources
- Testimonials, Proof of Production, Listings, Sales
- Buyer info; Seller info; Referral info; Contact Me
- MLS and IDX; Custom Search; Email alerts
- Hyper- Local Market Data
- Home Value Estimate
- Lead Capture widgets
- Inbound Links; White-Hat SEO, Quality and Relevance, Off-Site SEO
- Sitemap, Directories, Social Bookmarks, Blogs, Articles, PR
- Social Signals:
- Social Media Development and Engagement
- Blog, Facebook, LinkedIN, Twitter, YouTube, Google+, etc.
- Contacts database, contact management and followup tools; Email templates
- ActiveRain; Craigslist; YouTube; Posterous; Tumblr; Instagram; Pinterest?
- Media channels, resources, develop marketing collateral materials, Exposure
- Listing presentation; Property Flyers
- Staging, Virtual tours, Listing syndications, Signage
- QR Codes, Mobile/Local, Google Places
- Market update postcards
- Lead Capture Postcards; Just Listed/ Just Sold, etc.
Measure
- Business Metrics
- Technical Metrics, Web, Social Media, Analytics:
- SERPS - Search Engine Results Positions
- Web Traffic; Social Media Engagement
- Inbound Links (Quality, Relevance, Quantity)
- Lead Generation, Followup, Conversion
- Competition
- Web presence, assess reputation and improve
Evaluate, Repeat
- Measure, Evaluate
- Revise, Maintain, Improve
- Lather, Rinse, Repeat...
This outline was inspired by this contest. It focuses on aspects of real estate marketing.
Do you have a system to develop and deliver your marketing value to your clients and prospects, recurrently and consistently, with continuous improvement?
Before you can sell for your clients, you have to sell yourself. What works best for you?
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