Internet Marketing- how to harness it and put the media power

back in your own hands!

- REIWA Learning, May 2010

Charlie Gunningham

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INTROs

- Me- Flavour- Order- Objectives

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TIMING

9-10.45am: 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! **

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Charlie

Your name please!

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Who are you?!

Sales Reps/PAs?Sales Admin?Property Managers?Executive/Licensees/Principals?

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OBJECTIVES

3 things you want to get out of today?

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CAR PARK

things that may have to be handled later

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HISTORY

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ARPANET, 1968

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Let John Heileman explain…

_ ‘Discovery Science’

Channel doco

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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?

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Net EFFECTS

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Architecture

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Architecture

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Intranet/Extranet

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TRAD ADVERTISER … doesn’t do it for me anymore

http://www.youtube.com/watch?v=heSudg-tfIk

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Ad Spend in Australia - 09/10*

1. Takeaway Food …..….$3343m

2. Real Estate Agents ……...$1563m 3. Auto Industry ……….$997m4. Banks ……….$966m5. Supermarkets ……….$774m

Source: IBIS World Research, July 2009

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55% of enquiry from online ads

Real Estate Agents AD Spend ...$1563m- of which, online ad spend …$240mn

you could argue for 50:50 split (print/online)

- so offline ad spend …$240mn

which implies $1bn is wasted?!

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ONLINE Databases/CRM*s

What’s your Ideal?

(* Client Relationship Management)

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CRM/Database

Customer Relationship Management (CRM) consists of the processes a company uses to track and organize its 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)

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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

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WEB-BASED

- ubiquitous- upgrades auto- no large upfront- as secure as your login

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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!!!!’

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Off the Shelf

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My Desktop – market leader

WA –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 provided

http://www.desktop.com.au/ 1200 agencies in Aus

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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/

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HubOnline

set 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 Melbourne

http://www.hubonline.com.au/real-estate-software/

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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

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MultiArray

large 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 WA

www.multiarray.com

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iWon

Peter 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

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Console

est. 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 it

for more >> www.console.com.au

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iProperty

based 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

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Real Estate in a Box

aussiehome.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

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Complete Data

Lee 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

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Market Manager

set 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 “

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Others? DIY?

Decisions based on:- upfronts + ongoing- web based?- - link to web site?- run my own results?- easy? Useful?- customise? Support?

- uploads to sites?

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eNewsletters(1st step???)

_ client database_ easy to edit templates_ flick the switch, off they go_ news, events, stats, advice_ no print cost, collect emailsREIWA Property Management Breakfast, 16th July 2009 Slide 40

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”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”

“

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Great things happen slowly

- the frog in the water being heated up- climate change- ageing process- paint dry…

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Do you need to have a web site?

Why, exactly?

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90% of sites are still brochure sites

- 1 way, (“static”)- no interaction- not grabbing emails (#1 goal)- flash, html, no updated, not SEO’d

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“Dynamic” sites

- powered by database- update DB, updates site- CMS to update rest- interactive- social- local- mobile

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Why have a site?

1. Branding2. Differentiation3. Your listings only4. Your message, in control5. Power of the media, broadcasting

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It’s like having your own radio station!

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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

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Personal Site

- www.imselling.com.au- sub domain of agency site www.aussiehome.com/firstname-secondname- also keeps the hits coming to your agency site

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Why have a site?

6. Make it earn money!

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< 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

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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

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MeasuringTraffic

1. Hit? << NO!2. PageView3. Visitor Session4. Unique Visitor/Browser5. Time per visit6. Bounce Rate7. Repeat Visitors

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Building Traffic

1. Self2. Word of mouth3. Cross media4. Social media5. SEO6. PPC - Facebook

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Building Traffic / cont…

7. PPC – Google8. Partnerships9. Linking10. PR, events, editorials, awards11. Ads

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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

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PLUS

- being updated- relevancy- popularity- older- larger

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59Internet MarketingREIWA Property Management Breakfast, 16th July 2009 Slide 59

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Just a few case examples…

_ “broome real estate” hutchrealstate.com.au

_ “northbridge apartments for sale” limnios.com

_ “subiaco real estate” paxtonhoad.com.au

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•URL Rewriting- creating dynamic SEO friendly web addresses (instead of ‘Egyptian script mumbo jumbo’!)

www.yournamecom.au/real-estate/subiaco/address

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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

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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++?

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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

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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?)

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Go to Google Maps, enter “subiaco real estate”

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http://maps.google.com.au/realestate

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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

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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

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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 *

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MOBILE

1. Your site on mobile 2. Mobile apps

* we already do mobile sites * & offering apps soon

77Internet MarketingSherry Chris, CEO, Better Homes & Gardens Real Estate

78Internet Marketinghttp://link.brightcove.com/services/player/bcpid25681338001?bctid=45945430001

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MOBILE - most sites do not look good - only 5 apps in Australia

- @ what cost?? (I hear you scream)

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MOBILE

< recent BLOG onBusiness2.com.au

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Power that is SOCIAL MEDIA

- free- powerful- scares big media silly- elected a President- not being used by your competitors (yet)

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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, …

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Chad Hurley, Cofounder, Youtube.com

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Mark Zuckerberg, Founder, Facebook

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Biz Stone, Founder, Twitter.com

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NOW Age of Social (media)

1994 Age of Surf

1998 Age of Search

FUTURE Age of Semantic Web

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“Markets are conversations”conversations among humans sound human

natural, uncontrived, honestpublic switch quickly

tell us something! (then we might speak to you)

business is only part of our lives, it’s all of yoursThe Cluetrain Manifesto: The End of Business as Usualby Christopher Locke, Rick Levine, Doc Searls, David WeinbergerPub 1999 : read it for free at www.cluetrain.com

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At its most basic, you could (should) be…

BLOGGINGon FACEBOOKon TWITTER

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Advantages SOCIAL MEDIA

- Cheap! and fast/instant- Reach / Accessible- Can be updated/improved- Democratic (power to the little guy)- It involves your clients (directly)

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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

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THE RULES…not expensive in $’s

Blog often, blog interesting

Show your passionEncourage staff to blog

Be authenticIdeas spread

Allow public to comment

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You’re asking the wrong question, but since you asked…

Better Traffic & SEO to your site

Fun, empowering for you/staffListen + Learn from your public

Gather interesting contentWhat goes around comes around

“Markets are conversations”= the future of marketing?

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Look at blogs, read loads of them

If you had a soap box, what you speak about?

Start one today (it’s free – www.blogger.com)

How could your media

(your website) have a blog?

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Blogs are fantastic for SEO!

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MarkAnderson’s<< BLOG

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PODCASTING

- audio file (usually)- DIY- have them downloadable

www.byoaudio.com

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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

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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

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FACEBOOK

- Setting up a Page- Making comments/updates- Uploading photos- finding friends- how might you use this?- should biz be mixed with pleasure?

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Do your own FACEBOOK Pagefree ‘n’ easy to set up

people find youyou’re in control550,000 in Perth

more > 40 than < 20500/day in Perth join

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Set up a FACEBOOK Group/Business Page

invite people inpublish events, goings oninteractive shop window

everyone gets to know

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Set up a FACEBOOK Group/Business Page

invite people inpublish events, goings oninteractive shop window

everyone gets to know and/or LINKEDIN.com

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Linda Davis, real estate selling agent, Ledyard, CT

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Ledyard, CT community

page

(a landingPage)

We could feedIn your listings

too!

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Linda Davis, Ledyard, CT

MY 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!

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FacebookiPhoneApp >

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FREE FACEBOOK Business Page e-Book

by Peter Fletcher

TheRealEstateMarketingMaven.com

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3. Post your own FACEBOOK Ads

Direct + targettedSet a budget

Easy to set up, edit, cancel + monitor

20mn+ views ($2900)

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FACEBOOK Policy

AddictiveTime Wasting

Haven’t got time!

You need a policy, and stick to itHave a reason, WIIFT, part of marketing

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4. TWITTER! (your own + company)

100,000+ in PerthGrowing fast

Very easy to update‘micro-blogging’

Word out, top of mind

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TWITTER

- “Twitter for real estate Twits!” (free ebook)

http://issuu.com/nerang/docs/twitter_for_real_estate_twits

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5. Upload movies to

Obama did 1,67887 mn views

Av age 45-55 yrstag ‘perth real estate’

Own TV channel!

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6. LINKEDIN.COM

Facebook for grown ups?Professionals

Worth having a profileOnline CV

40 million members +

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7. Foursquare(iPhone App) > www.foursquare.com

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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)

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LOCAL

< recent BLOG onBusiness2.com.au

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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”

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Lower ad coststargetted, effective marketingRaise Traffic + improved rankings

Fun, empowering; learn & interact

Drive client loyalty more sales and profits

MOST powerful when you mix them

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TV show dedicated to using social media in real estate

Aussiehome.com TV Episode 9

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This is what C21 are doing with Social Media in USA…(courtesy Business2.com.au)

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Best Blog for social media and how to use it in real estate

Therealestatemarketingmaven.com

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Altitude’s Facebook Page

Search ‘Altitude’ in FB’s search box

5500+ fans! = real online community

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Rob Ham’s Twitter page

Twitter.com/rob_ham

2000+ followers, well organised page

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OK, almost done!

- empty the car park- check objectives

- MY INTERNET MARKETING PLAN

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MY INTERNET MARKETING PLAN

CRMWeb Site – needs… enewsletters, interaction, SEO, traffic… how? Who?

SEO phrases are (80 characs), test, which? techniques

SEM – Facebook, Google Adwords, budget

Sites – what others? Google RE? direct upload

Social Media – Blog, Facebook Biz Page, FB ads, Twitter account, 4Square…

Who’s going to do this? What’s the strategy/policy?

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The Ultimate Internet Marketing System?

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THANK YOU!

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charlie@aussiehome.com or charlie@reiwa.com.au 0411 092 669

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