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THE DIGITAL DIFFERENCE STAYING AHEAD OF THE MOBILE AND SOCIAL CURVE This workbook belongs to _________________________________________ SPRING, 2014 REALTOR® MARKETING WORKSHOP
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THE DIGITAL DIFFERENCE
STAYING AHEAD OF THE MOBILE AND SOCIAL CURVE
This workbook belongs to _________________________________________
SPRING, 2014
REALTOR® MARKETING WORKSHOP
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Contents
‗TOO BIG TO FAIL‘ ....................................................................................................................................... 5
WHAT‘S YOUR COMFORT ZONE? ............................................................................................................. 6
CHANGES IN TECHNOLOGY...................................................................................................................... 7
MOBILE OPTIMIZED VS RESPONSIVE DESIGN ..................................................................................... 11
VIDEO IN A DIGITAL AGE ......................................................................................................................... 13
WAYS TO USE VIDEO ............................................................................................................................... 14
CREATING YOUR PERSONAL BIO .......................................................................................................... 15
WHAT IS A GOOGLE+ BUSINESS PAGE? ............................................................................................... 18
WHY A GOOGLE+ BUSINESS PAGE? ..................................................................................................... 18
BEST PRACTICES FOR A GOOGLE+ BUSINESS PAGE ........................................................................ 24
WHY HAS ROYAL LEPAGE GONE GOOGLE? ........................................................................................ 26
Gmail - @royallepage.ca email with 30GB of storage (60x more) ......................................................... 26
Calendar - Personal and shared calendars ............................................................................................ 26
Hangouts - Video chat and Canada and U.S. free long-distance internet phone dialing ....................... 26
Drive - Secure file storage with document sharing and collaboration capabilities .................................. 26
NEW LISTING PRESENTATION WEB APP .............................................................................................. 27
ACCESS THE MARKETING CENTRE ....................................................................................................... 27
COMPLETE YOUR ACTION PLAN! ........................................................................................................... 35
REFERENCE GUIDE .................................................................................................................................. 37
VIDEO TIPS FOR REAL ESTATE MARKETING ................................................................................... 38
INSTAGRAM ........................................................................................................................................... 39
VINE ........................................................................................................................................................ 41
GOOGLE+ BUSINESS PAGE ................................................................................................................ 43
Why make changes?
L I F E A N V C S
R B E G I N S L Z
H A T U L T H E Q
E N D Z T O F B E
M L Y Y O U R J X
A C O M F O R T H
V J B Z O N E E B
1. ZONE 2. LIFE 3. AT 4. COMFORT 5. END 6. THE 7. BEGINS 8. OF 9. YOUR
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• Keep up with the latest trends in the real estate industry
• Bring new and valuable content every time
• Show you tools and resources that you have at your disposal to grow your business
WE HELP YOU
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TOPICS• Changes in Technology
• Mobile Technology
• Video in a Digital Age
• Google+ Business Page
• Google™ Apps
• New Listing Presentation Web App
• Marketing Centre Review
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OUTCOMES • Integrate one technology tool to compliment your current
marketing plan
• Conduct a mobile audit
• Develop a Google+ Business page
• Generate a Listing Presentation Web App
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TEAM RÉSUMÉ
How long have you been in real estate?
____________________________________________
How long have you been with Royal LePage?
____________________________________________
What languages do you speak?
___________________________________________________________________
What hobbies do you have?
___________________________________________________________________
What marketing tools do you use to grow your business?
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‘TOO BIG TO FAIL’
Write down one company that you can think of that was once on top of its game, but has quickly declined and failed to stay on top.
______________________________________________
Why do you think this happened?
______________________________________________
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‘TOO BIG TO FAIL’
Reason 1: FAILURE TO ANTICIPATE
First, understand what business you‘re in. Blockbuster thought it was in
the entertainment distribution business, but it was really all about a retail
customer experience. Second, make sure you‘re looking at the truly Big Picture.
Reason 2: FAILURE TO INNOVATE
How could Blockbuster not have seen the major changes in the landscape of mail-in
and digital movie rental that Netflix did see? The average consumer did not want to
drive to the store anymore – they wanted the store to come to them!
A success story on how to anticipate and innovate
The Internet Didn't Kill Blockbuster. The Company Did It To Itself!
Back in 2000, Blockbuster declined several
offers to purchase Netflix for a mere $50
million. The offer was definitely not too
shabby for a company that was, at the
time, bringing in billions of dollars in
revenue. In other interesting facts, did you
know that the number of Netflix subscribers
in the United States and Canada is equal
to the population of Australia?!1
HOW CAN YOU APPLY THE PRINCIPLES OF ANTICIPATION AND INNOVATION AS YOU GROW YOUR BUSINESS?
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1 http://www.businessinsider.com/how-netflix-
bankrupted-and-destroyed-blockbuster-infographic-2011-3#ixzz2t1fsefWK
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WHAT’S YOUR COMFORT ZONE?
A lot of time we get comfortable with marketing techniques, trends
and technology that we have used for years. In order to grow we
need to start looking outside of our comfort zone. Trying new
technology, marketing techniques and prospecting methods can
help us reach a larger audience.
The power of getting out of your comfort zone . . .
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―If you want something in your
life you‘ve never had, you‘ll
have to do something, you‘ve
never done.‖
JD Houston
Definition of comfort zone:
It is that state of mind in which you act and feel at your best, without a sense of risk.
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CHANGES IN TECHNOLOGY
Can you imagine using your first cell phone today?
What technology do you have on your smartphone today that you cannot live without?
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http://gdsourcing.blogspot.ca/2013/10/mobile-internet-now-mainstream-among.html
Over the last two years, mobile use has doubled with nearly half of Canadians now
accessing the internet via a wireless handheld device.
Mobile has the ability to transform your business if you can engage your consumers in
their exact moment of need, or mobile moment, with the right services, content, or
information. In 2014, companies will release refreshed mobile apps, gather data from
usage, develop insights and then use those insights both to create relevance for their
customers and improve upon mobile services, from core apps to messaging.
* In Canada the average age of a first time home buyer is 29 years old. Based on the
mobile Internet use statistics above, how does this impact your mobile online presence?
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*(http://www.theglobeandmail.com/globe-investor/personal-finance/mortgages/are-you-average-this-is-what-first-time-home-buyers-look-like-in-canada/article10931739)
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http://www.businessinsider.com/mobile-will-eclipse-desktop-by-2014-2012-6
A recent Google/Nielsen study found that 59% of consumers visit a business‘ website
when conducting a mobile search. Ask yourself, ―If a consumer is visiting my website,
have I presented myself in the best possible way?‖
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CONDUCTING A MOBILE AUDIT
What is a mobile optimized site?
It is an alternative version of your website that is optimized for viewing using the
browser on a mobile device. It may only include a limited amount of features targeting
the mobile experience.
What is mobile responsive site?
In responsive web design, the device does the work and
automatically adjusts the view of your main website according
to a device‘s screen size (large or small) and may adjust
orientation (landscape or portrait). It switches between these
options on-the-fly.
Both a mobile optimized site and responsive web design will
optimize your site to be more appropriate for smaller screens;
both will offer simpler navigation and faster load times.
There are following differences:
Does your website recognize the browser? Does it know you
are visiting from a mobile device and creating a mobile
experience? Refer to the Reference Guide for more information on these two
mobile experiences.
Log on to your website via your Smartphone‘s web browser.
Check one:
My website is a mobile optimized site
My website is a mobile responsive site
Neither
Responsive web design
amazon.com
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MOBILE OPTIMIZED VS RESPONSIVE DESIGN
Edited from http://www.smartz.com/web-development/mobile/mobile-vs-responsive-design/
Mobile Optimized Site Responsive Design
Rendering Experience
It is an alternative version of your website, where the server does the work to give an optimized page that‘s easier to navigate. The solution can really customize a unique experience for mobile users. A smart choice when it might be too pricey to redesign responsively or when you need to provide a unique experience for mobile users.
In responsive web design, the device does the work and automatically arranges according to a device‘s screen size (large or small) and may position (landscape or portrait). It switches between these options on-the-fly. A very good and flexible choice to maintain consistency across websites and reduce ongoing costs.
Domain Protection With a mobile site, you must generate a different domain (many companies choose to differentiate theirs by ―m.domain.com‖).
Can dilute domain and hurt organic search traffic if it’s a unique new domain and not a sub-domain. Can add to website management because you have to maintain two separate silos of content.
You keep your own domain -nothing changes but code on the back-end.
Google thinks this is the better solution than a new domain: Maintaining a single shared site preserves a canonical URL, avoiding any complicated redirects, and makes easier the sharing of web addresses...
Link Equity If your mobile site uses a separate domain, links shared from mobile browsers will not count as search link equity toward your primary site.
Not best option for search.
Since responsive design simply incorporates new code on the back-end of your website, your company‘s link equity is maintained. Better choice for search.
Efficiency It will take more work to maintain a unique mobile site as it‘s separate from your main website.
This technology is more convenient because once created you only have to maintain one site ongoing.
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CLIENTCLICK WEBSITES
Will a mobile responsive website be part of
your ACTION PLAN? ___________________
• Professionally designed web templates
• Templates for custom web pages
• Option to email listing to a friend
• Email delivery of web leads
• Featured listing on home page
• Responsive Mobile Device
• $169/yr
• Enhanced web template photo library
• Featured "Open House" display
• Lead capture forms on any page
• Automatic custom page titles
• Automatic meta-tagging
• Unlimited custom pages
• Responsive Mobile Device
• $299/yr
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VIDEO IN A DIGITAL AGE
http://www.comscoredatamine.com/2011/12/canadians-watch-most-online-videos/
If a picture is worth a thousand words, you can say that a video is priceless. There‘s no
comparison between video and text (poster vs. movie), and it‘s possible that video will
ultimately replace photography as the medium of choice for real estate.
One of the major changes in social media is the increased usage of video. One way to
reenergize and amplify your social media marketing strategy is to create a short, highly
shareable video to boost social lead conversions.
List 3 ways you can use video (i.e. fund raising drive in your community) to
communicate with customers.
1. _________________________________________
2. _________________________________________
3. _________________________________________
―60 hours of video are uploaded to YouTube every minute.‖
Naomi Black Accessibility Engineering Program Manager
An analysis of selected online video markets by engagement revealed that viewers in Canada and the U.S. averaged the highest number of videos per viewer in one mont, at 303 videos and 286 videos, respectively.
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WAYS TO USE
VIDEO
1. Personal Bio
2. Company Story
3. Local Area
4. Special Spaces
5. Testimonials
6. Educate Consumers
7. How To for Clients
8. Listing Presentation
9. Property Tours
10. Video Blog
VIDEO
Post a video on your home page featuring a short
social video highlighting the value of your
business. Prospects love videos, because are they
are entertaining, engaging, easy to digest and
highly shareable. To get the most out of your lead
generation video, keep it short—2 minutes or less.
YouTube videos account for 8 out of 10 videos in
search results. One reason for this may be
because Google owns YouTube and has helped to
make YouTube the second most popular
search engine (after its parent company, of
course). The sharing of information between the
two companies is seamless; a major benefit to
uploading your videos to YouTube is immediate
indexing by Google.
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CREATING YOUR PERSONAL BIO
What skills do you bring to the table?
What is your background
(schools/education)?
What is your history/where are you
from?
Who do you work with
(brokerage/teams)?
How did you get started in real estate?
What are your motivations?
How long have you been in the
business?
How can you display your personality?
What are your specialties?
How will you share your contact
information?
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BEST PRACTICES FOR USES OF VIDEO IN SOCIAL MEDIA
Keep It Short And
Sweet
People, particularly in social media, have shorter attention spans.
Studies show that attrition rate after 30 seconds is roughly 82%
(unless the video is compelling or celebrity-driven).
Start Strong Research has found that people decide in the first two seconds
whether or not they will watch the remainder of a video. It‘s
important to capture their attention in those two seconds. Strive to
be compelling and give them a reason to keep watching.
Make One Point -
and No More
Than Three
Nielsen reports that humans can only process, and retain, 3 simple
messages in a short span of time. Do not overload the viewer you
needn‘t make them an expert. Just pique their interest. Pick 1-3
concepts you want to convey and use anecdote, humour and
colour to bring texture your videos.
Entertain, Inspire,
Inform
Frame messages in the interest of the viewer. The fact is that
people care less about your product, brand or cause than they do
about how it improves their lives. Stay viewer-centric and seek to
leave them informed, inspired, entertained—or all three.
Produce
Share/Worthy
Content
This relates to the point above, but it warrants its own coverage,
because it‘s essential to understand in this ―word of mouth
economy‖: in a single click, people can share your content farther
and faster than ever before. Here‘s a litmus test: Produce content
you‘d be compelled to share with your family.
Speak From the
Heart
People have sensitive antennae in social media. These channels
were created as a way to avoid corporate marketing. People know
a manufactured message when they see it, and it can do more
harm than good. Speak in a ―human voice.‖ Mean what you say.
Have a Clear Call
to Action
Ask yourself: ―What do I want the viewer to do?‖ You need to move
people to action, otherwise you may achieve non-financial
outcomes (video views) in lieu of financial outcomes
(conversions/revenue). Tell viewers what you want them to do.
And, if it‘s possible to edit the video with a graphical outro, do so.
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____________________ is a
video-sharing website, created
by three former PayPal
employees in February 2005
and owned by Google since
late 2006.
_____________________ is an
online photo-sharing, video-
sharing and social networking
service that enables its users to
take pictures and videos, apply
digital filters to them, and share
them on a variety of social
networking services, such as
Facebook, Twitter, Tumblr and
Flickr.
______________________ is a
mobile app owned by Twitter
that enables its users to create
and post short (6 seconds)
looping video clips.
Fill in the blanks. Match the logo with the description of the social network platform.
Refer to the Reference Guide at the back of this workbook to learn more about how to use these tools.
Is video something you will add to, or enhance, as
part of your ACTION PLAN? ________________
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WHAT IS A GOOGLE+ BUSINESS PAGE?
If you‘re overwhelmed by all the technology and perhaps all the social media out there,
Google+ is the closest thing you have to a ‗one size fits all‘ social network.
One main benefit is easy integration. Google+ neatly integrates various other tools,
making it super easy to share and manage content across all Google services which
help to make your activities more efficient.
Google+ allows you to post video, links, pictures and text content just like you can on
Facebook. Google+ however introduces the concept of ‗circles‘, essentially allowing
users to group followers according to interests or any other criteria you wish to assign,
for example work colleagues, business contacts, first time home buyers, past clients
etc…; which makes targeting your content far easier to achieve than it is on either
Twitter or Facebook.
WHY A GOOGLE+ BUSINESS PAGE?
Improve your ranking (SEO) on the Internet
Free calls over the internet in Canada and the US
Target you message to the right audience with circles
Leverage the power of Google on Search, and Maps
It‘s FREE
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Step 1 - Create a Personal Google Account
First, create a personal Google account (if you already have a Gmail account, skip to
Step 2), you will be asked to enter your current email address, password and
verification code.
Step 2
Click Google+ from the apps icon (top right)
Step 3 - Create a Personal Google+ Page
Once your Google account has been confirmed via a text message or a phone call, you
will be it will asked to complete the following below.
*Note: The following screenshots below will take you through setup for your personal
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Google+ page. From your personal page, you‘ll be able to connect with your Gmail
contacts, friends, interest groups, etc.
Step 4 – Create your public profile
Step 5 – Add people you know and Follow things you love
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Step 6 – Complete your public profile
Step 7 – Create a business page
Once your Google+ personal profile is complete, click on Home (top left hand side of the
screen- Step1). Scroll down to <Pages> and click <Create a page> (Step 3).
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Step 8 - Select a Business Category
The five available options are:
Local Business or Place - includes restaurants, hotels, shops, etc. If you choose this
category, you will be asked for the primary phone number. If Google finds a result with
the matching phone number, it will assign this information to your Google+ Business
page. If not, simply fill out your basic business info (address, phone number, etc.) and
continue to the next step.
Product or Brand - applies to companies selling apparel, cars, electronics, etc. Pick a
category from the drop down, enter your page name and website address.
Company, Institution, or Organization - is often used for non-profits and similar
entities. Simply enter your page name and website, and choose an applicable category.
Arts, Entertainment, or Sports - refers to pages for movies, shows, music, books, or
sports. Again, you will be asked for the business category, page name, and website
address.
Other - is designed for any business type that doesn‘t fit any of the above categories.
When assigning your page to this category, you will be asked to confirm that the content
is suitable for users 18 or older.
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Step 9 – Create a Google+ page
In this last step you will be asked to choose a name for your new business page,
provide your website address, confirm your audience, and agree to the terms and
conditions:
Customize Your Page
Now that your Google+ Business page has been created, customize it by adding a
tagline, a few short paragraphs about your company, and contact information. We also
recommend including links to your Facebook, Twitter and other social media
accounts. Adding a cool header image and your company logo will also help your
business to stand out and attract visitors‘ attention.
Get Going Hooray! You are done setting up your Google+ Business page! Now it‘s time to share fresh content, add people to your circles, react and respond to your fans, be engaging, and optimize for greater brand visibility!
Will a GOOGLE+ Business page be a part of
your ACTION PLAN? ________________________
Refer to the Reference Guide at the back of this workbook to learn more about creating a Google+ page.
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BEST PRACTICES FOR A GOOGLE+
BUSINESS PAGE
Be Visual People routinely respond better to post which include pictures or video
than they do to plain text posts. Google+ tweaked the layout of pages
to a layout that lends itself even better to visual imagery, so make the
most of this!
Start A
Community
Creating a community is very quick and easy. Your community could
be set up to aid knowledge sharing. It could be based on an interest or
it could be to support a good cause. Don‘t make the community all
about you – if all you do is spam it with your content people aren‘t
going to join and you‘ll lose those that do pretty quickly. As with all
social media activities, make sure you vary what you do.
Share Content
From A Range
Of Sources
Sharing other peoples‘ content is always a good idea. It gives you more
things you can post about which makes you in turn, more interesting
and appealing. It also brings you to the attention of the content source,
which in itself has clear strategic benefits. Even on your business page
this should be the case. Curating a broad range of content on the same
theme will help you to build authority and position yourself as a thought
leader.
Make The Most
Of Your Profile
Make sure you have filled in all of your company details and that you
are making use of the profile image and cover photo (which is
massive!) as these will allow you to make a high impact and grab
peoples‘ attention more effectively. Make sure you provide links not just
to your website but to your blog and all of your social network profiles.
Improve The
Images You
Post
Google has recently introduced the ability to edit images that you
upload. This functionality is especially valuable for those who don‘t
have their own image editing software such as Photoshop. The
Google+ image editing function allows you to make various changes to
your image including auto colour fixing, cropping and adding text.
Set up Google
Authorship
For increased visibility in organic search, Google Authorship is an
absolute must. Authorship is the driving force behind Author Rank
which is a very powerful (and increasingly so) ranking signal that
Google uses. Make sure that this is set up and working correctly.
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Royal LePage launches a mobile App The
new Royal LePage iPhone App makes one
of life‘s most important investments all
about personal preferences. Presenting
interactive features that use advanced
geo-location technology, Canadians can
instantly access information about any
Royal LePage property, save it, and
receive an update if anything changes.
ROYAL LEPAGE IOS APP
Features Description
Draw Tool
A state-of-the art, interactive tool that draws an outline around
any area on the map view page, customizing a property zone.
The drawn area can be saved so users can receive notifications
about new listings, price changes and open houses within that
area.
Save Searches
Save up to 10 drawn areas and searched listings in the Royal
LePage App. Set preferences to receive notifications and
updates on individual saved properties and properties of
interest in the drawn area.
Get Notified
The app can be set to notify users of new listings, removed
listings, open houses and price changes in saved drawn areas
or saved searched listings.
Find an Agent
Advanced geo-locating technology finds nearby Royal LePage
Offices and a list of Agents in the area. Users can contact a
listing agent directly from the app.
Dashboard
A simple, intuitive navigation dashboard allows easy access to
key features, including the Draw Tool, Search listings, Save
Searches, Set Notifications and Find and Agent or Office.
75% of hits on royallepage.ca
are coming from an IOS mobile devices
The Royal LePage iPhone App supports iOS 7 and iPhone devices 4S and up.
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WHY HAS ROYAL LEPAGE GONE GOOGLE?
Gmail - @royallepage.ca email with 30GB of storage (60x more)
Calendar - Personal and shared calendars
Hangouts - Video chat and Canada and U.S. free long-distance internet phone dialing
Drive - Secure file storage with document sharing and collaboration capabilities
Would you like more information on Google Apps? Visit the Royal LePage Learning Centre at www.royallepage.ca/gonegoogle
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NEW LISTING PRESENTATION WEB APP
ACCESS THE MARKETING CENTRE
1. Go to www.rlpnetwork.com and enter your Username and Password.
2. Click the <Realtors> tab in the top navigation.
3. Click <Marketing Centre> (left hand side navigation).
4. Click <Access Marketing Centre> button (scroll to the middle of the main content window).
Step 1
From the Marketing Centre <Home> tab, scroll down and select the ―Web App‖ icon or
type ―web app‖ into the search box (top right side).
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Step 2
Select the relevant language in drop down menu.
Step 3
Click on the ‗Listing Presentation Web App‘ design icon.
Step 4
Click ―Select This Design‖ button.
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Step 5
Enter the Project Name, eg. ―123 Property Street – Smith Family‖
Step 6
Select a project folder that already exists or create a new one:
Step 7
Click ―Save and Continue‖ button.
Step 8
Add images to your project. The labels above each photo placeholder, eg. ―Award Logo 1 (View 1)‖ corresponds to a specific location within the design. Click the ―View Layout‖ link to identify the exact insertion point.
Step 9 (How to upload a photo):
Click on ―Select File(s) to Upload‖ button.
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Select the file or folder required then click ―Open‖. Repeat step if more images are needed.
Then click on ―Save and Continue‖ button.
Step 10 (Text): Complete the form. Either use the Royal LePage provided content (video, text and images) as is, edit it, or replace it with your own.
Do not forget to copy your social media URLs into the following fields and be sure to include ―http://‖. If you do not have a specific social media URL, simply leave the field blank.
Step 11
At the bottom of the page, click on ―Save and Continue‖ button:
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Step 12
Verify your profile information, or edit if desired. Then click ―Save and Continue‖ button.
Step 13
Your Web App project is now complete. IMPORTANT: Before publishing, be sure to click the ―Preview‖ button to verify that everything appears as intended. If not, click the ―Edit‖ button and adjust as necessary.
To preview, use the left and right arrows to see all pages. Once finished, close the window.
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Step 14
Click on―Publish to Web‖ to create a URL of your project.
Step 15
Copy and paste the link into an email and send it to yourself and/or your clients. View on an Android tablet (Chrome 4+) or Apple iPad (Safari 6+). Important: The web app is not optimized for viewing on a laptop, desktop or smart phone.
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How to download it:
Apple iPad (Safari v6+)
1. Retrieve unique web app project link from the Marketing Centre.
2. Copy & paste or email link to yourself and open on your device in a supported
browser.
3. You will be presented with an install instruction screen.
4. Follow the instructions and tap the download icon at the top of the browser.
5. Choose ―Add to Home Screen‖.
6. Name the web app. For example, ―123 Main Street‖ or ―The Smith Family‖.
7. Go to your home screen and click on the web app icon to launch the app.
Apple iPad (Chrome) – Not supported at this time.
Users are unable to view the web app on an Apple iPad running Chrome. To view the web app, the user can copy the link and paste it into a Safari browser.
Android Tablet (Chrome v4+)
Note: Users will NOT be presented with download instructions.
1. Retrieve unique web app project link from the Marketing Centre.
2. Copy & paste or email link to yourself and open on your device in a supported
browser.
3. Click the menu icon and select ―Add to homescreen‖.
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4. Name the web app. For example, ―123 Main Street‖ or ―The Smith Family‖.
5. Go to your homescreen and click on the web app icon to launch the app.
Tips:
In the builder, ―View #‖=―Tab #‖. For example, Tab 2 ―The Process‖ is listed
under ―View 2‖.
The series of input fields in the project builder matches the sequence of pages
within the web app from left to right.
Since the content is over-writable by the user, this design could be re-purposed
to serve other marketing objectives.
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COMPLETE YOUR ACTION PLAN!
Step 1 What is my objective/goal for the next 3 months? Be as detailed as possible.
Step 2 Identify the technology that will help you to reach that goal/ objective.
Step 3 Research how other businesses have achieved success with the goal(s) that you‘re trying to accomplish; using the same technology.
Step 4 Identify your strengths and weaknesses with regards to technology (usage).
Step 5 Find a way to overcome your weakness via training and mentoring.
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Step 6 Practice: Apply what you learn to master the technology.
Step 7 Solicit feedback and make appropriate adjustments.
Step 8 Action! Implement your technology
Step 9 Solicit feedback and make appropriate adjustments.
Step 10 Identify another objective/goal. Be as detailed as possible.
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THE DIGITAL DIFFERENCE
Staying Ahead of the Mobile and Social Curve
REFERENCE GUIDE
38
VIDEO TIPS FOR REAL ESTATE MARKETING Keep the length of your video very short (2-3 minutes max). Remember – viewers are
afflicted with ADD possessing an incredible short attention span.
Don‘t pan around too quickly.
Don‘t walk around taping as it tends to produce a bouncy image.
When recording a property, give the potential buyer time to take in the essence of the
property.
Use the zoom sparingly. If used too often, it will have less and less impact on the viewer.
If you‘re showing something important, linger on the element. Make sure the viewers have
ample time to take it in. We are talking mere seconds here.
When in a stationary mode consider using a tripod. Even the steadiest hand has a tendency
to wobble from time to time. Your viewers will thank you.
Remove seasonal decor references from the property as it automatically dates the video.
Properties are not the only things that need to be filmed:
Agent Profiles
Well done agent videos can increase the time spent on site by prospects, which decreases the
time they‘ll have to spend on competitor‘s sites. And, clearly, a prospect who calls an agent after
watching a video profile of an agent is far more qualified based on the investment they‘ve made
in learning about the agent. It offers a unique look at your personality.
Neighborhood Profiles
Use video to help prospective home buyers learn about cities or neighborhoods.
Real estate agents benefit from creating neighborhood tour videos.
You can distinguish yourself as an authority on a neighborhood or city by listing community
events and other cultural activities. Interviewing locals within a community also gives
viewers an idea of whether a neighborhood suits their needs. Don‘t let the fear of having to
operate or pay for expensive equipment keep you from creating videos.
How to upload videos
1. Sign into YouTube.
2. Click the Upload link at the top of the page.
Select the video you'd like to upload from your computer. You can also record a video from your webcam, or create a video slideshow. Once the upload is completed we will send you an email to notify you that your video is done uploading and processing. You can then forward that email to friends or family for easy sharing. If you prefer not to receive notification, you can opt out by visiting your email settings.
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It is an online photo-sharing, video-sharing and social networking service that enables its users to take pictures and videos and share them. It confines photos similar to Kodak Instamatic and Polaroid images.
Post quality Photos of Homes for Sale
Snap as many pictures as you want from your hand held smart phone
Post high-quality photos: Use other applications to enhance your photo. (i.e: Clarity, FX Photo studio, Snapseed) No need of use a 3rd party photography agency anymore.
You can even play to the strengths of the house that you are selling and post photos pertaining to that using Instagram.
Let #Hashtags Work For You
Hashtags (#) the purpose is to categorize the images and make them searchable. To attract
attention, it would be a good idea to attach various hashtags related to the home in your
Instagram post.
Try to identify hashtags that you believe those in your target market will be following, then
add them to the photos that you share
i.e. hastags:
#realestate #luxury #home #townhome #luxuryhome #forsale #singlefamilyhome #beautif
ulhome #design #condo #picoftheday
Tag Your Location
Placing the location where the home is located is also a great way of marketing a house and boosts the sale.
Users of Instagram also have the choice to browse photos on the platform with the help of a map, so make sure to tag the location of your photos when you submit them.
Be active on Instagram
Follow other REALTORS®. Within your Instagram feed, be sure to LIKE and comment on other users‘ photos. If you do so, people will be more likely to reciprocate on your photos, thus putting more eyes on your property.
To start using Instagram, you'll first have to download the app for your iPhone/iPad, Android or Windows Phone.
1. Once the app is installed on your device, tap to open it
2. Tap Register
3. Create a username and password and fill out your profile info (ex: email, name)
4. Tap Done
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Photo Taking, Editing and Sharing
How do I take a photo or upload a photo from my device?
Tap at the bottom of the app to start taking and sharing your photos! Use the diagram below
to navigate around the camera screen. Once you've taken a photo or selected one from your
device, you can add effects or filters and add a caption before sharing.
1. Cancel will close the camera and bring you back to the last tab you were on
2. Tap to switch the photo grid on/off
3. Tap to switch between the front-facing and back-facing camera
4. Tap to choose between always using your phone's flash, auto detecting flash, or
never using flash
5. Tap here to select a photo from your library
6. Tap the shutter button to capture your photo
7. Tap the video icon to record video
Once you've selected a photo and added any effects or filters you want, you can add a caption
and include your location. Use the diagram below to navigate around the Share Photo screen:
If you would like to make adjustments to your image before publishing it, tap Edit to go back.
Add a caption for your photo here. You can also mention another user or add
hashtags.
Add the photo to your Photo Map by toggling the ON/OFF switch.
Tap here to name the location where the photo was taken. You can
choose an existing location or create a new one.
Share your image to other social networks.
Tap Share when you're ready to share your photo on Instagram!
** Customer Care does not provide support for any non Royal LePage applications or websites **
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VINE A mobile service that lets you capture and share short looping videos (7s).
Celebrating moments: One of the best parts of real estate is the moment when you just made
your client‘s dreams come true!
Homeowner at the title office, signing the papers, holding up the set of keys, shot of the kids,
Shot of the SOLD sign rider being held up.
Testimonials
Introducing a feature of a home: Not a good app for a home tour
A glimpse of an amazing backyard or kitchen – highlighting 4 or 5 different angles.
Showcasing your team at a sales meeting: It‘s an easy way to get the message across that
you have a fun team
How about a few quick shots of a few agents milling around, smiling, hanging out, on the
phone or checking their messages?
What you are working on:
How do you tell people who you are without telling them what you do? Show them! Working
on 3 deals at the same time? Do a quick Vine of your computer, your iPad, the app you use
for your contracts – show how you can work quickly and multi-task using technology.
Educational events: Events provide an easy opportunity to create quick content.
Take a vine of a speaker on stage, the notes you are taking on Evernote, and a scan of the
crowd.
Step 1 - Open the App Store App on your iPhone
or Google Play for Android
Step 2 - Search for Vine in the search tab.
Step 3 - Tap the Free button and enter your Apple ID password if prompted.
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Step 4 - Open the Vine app once the download has completed.
Step 5 - Sign in using Twitter or create a new account with an
email address.
Step 6 - Tap the video camera icon in the top right corner to create a new Vine video.
Step 7 - Press and hold screen to record, release to stop recording.
Step 8 - Click the check mark to finish your video.
Step 9 - Tap Next if you are happy with your Vine video preview.
Step 10 - Add a caption and choose share settings before pressing Done
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GOOGLE+ BUSINESS PAGE
Google+ allows you to:
Update your business info, track your page completion rate, share news, updates &
photos with customers, connect face-to-face with customers, reach the top searches on
Google and view social insights to track the success of Google+ posts.
1. Share
Keep your customers in the know by posting updates, news and special offers.
2. Bring your page to life
Grab the attention of your customers by showcasing your products or services
with beautiful pictures. You can also add a profile photo, set a cover image and
post videos to help highlight the best of what you offer.
3. Find your people
The follow button lets loyal customers stay up-to-date when you share special
offers, news or updates. The number of followers you have can also show up
when your business appears in Search.
4. The Power of +1
Customers trust recommendations from people they know. The +1 button lets
customers show their support with just a click of a button. They can +1 your page
as well as specific content that you share.
5. Respond to customer feedback
Customer ratings and reviews help you stay on top of customer feedback. You
can also respond to reviews as the business owner.
6. Connect face-to-face with Hangouts
Face-to-face video chat lets you connect with your customers, whether they‘re
nearby or miles away. From announcing a customer appreciation event to
showing off your latest product, it‘s easy to reach out and talk with customers
around the world.
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For help with Royal LePage systems, tools and services, contact Customer Care:
1-877-757-4545 or [email protected]
