Real Estate Marketing Drips: August 2009

Real Estate Brokers Move That Bus

These are my common sense observations.

I will not riddle this post with statistics and reports.  Today I am writing purely from a marketing and a consumer perspective.  I am gonna dish from the,

What

You

See

Is

Not

What

You

Should

Get

Angle

From A Marketer's Lens

What I see across the internet on the real estate front is a great divide between the "In the Know" and the "Do Not Know/Scared To Know" professionals.  It is clear that professionals with multiple websites or one strong website portal, blog(s), flickr accounts, extensive listing syndication, and strong social network engagement with a clear focus and purpose- i.e. a strong online marketing plan, will lead the way.  It's inevitable.

What I see across brokerages and franchises is a lack of general understanding when it comes to social media marketing.  In Spite of videos, books, publications, white papers, conferences and even breaking news fed by Twitter on CNN.

Yet there are still small, mid-size, large and independent brokerages that you could visit today that think this Web 2.0 stuff is just fluff.

What I observe among state associations is a huge gap in social media marketing and education of their general membership.  Why shouldn't part of real estate licensing include the basic concepts of social media marketing/training?  Why should this be left to designation offerings, which are not mandatory?  And why, oh why isn't EVERY State Association website interactive by now?

What I see among brokerages and large teams is a lack of dedicated social media positions.  Why?  If you do a search on Monster, HotJobs, LinkedIn in any industry you will see positions for social media marketing and the number of these positions are increasing.  Companies like Fijiwater, L'Oreal, Express, Hospitals, National Recuriting Firms, and Non-For-Profit Organizations are seeking "Web Marketing Coordinators", "Social Media Event Specialists", "Social Media Marketing Managers", and "Corporate Bloggers".

Recently Kodak posted a position for a "Chief Listener".

Then something very interesting caught my eye.  A Family Owned Jewelery Business in Ridgefield, Connecticut is seeking a Website Content/Social Networking/Marketing Manager.  As a young girl I lived in Upstate New York, and Ridgefield was about a 15 minute drive from my home town of South Salem.  Understand, the population for this one town is about 7000, but the Affordability Index is off the charts 159.4 vs. U.S Average of 100----

So a Niche marketing opportunity called for a current and progressive marketing strategy-Kudo's to Craig's Fine Jewelry.

Hmmmmm........

From A Consumer View....

What I hear is my mom on the phone two days ago telling me about a listing she drove by in Bull Valley, Illinois.  She called the phone number twice for the real estate agent to call her back.  As of today she has still not received a response.

What I see is an email from my father on Facebook with a link to the newest article from Businessweek, "How to Use Social Media to Promote Your Business". 

He sent me the email from his IPhone.

What I know is that my sister, a law school student in Chicago, recently entered a video contest for a $15,000 scholarship toward her tuition.  The top ten videos are then opened up to the public for voting to produce the winner. 

A VIDEO contest. Imagine.

What I like is that my brother was booked solid through the summer and beyond for his band- a hobby and a paying gig as he completes his undergrad degree, through the use of MySpace and FaceBook Business and Fan Pages. 

He loves the analytics, the viral link love, and the paid shows his band has been playing.

Listening......

What I read this week is that one of my favorite stores, Pier1Imports, is launching a mobile marketing campaign.

What I am thankful for is that I bought an unlimited text messaging plan for my crazy texting thumbs but more so for my daughter's who even texts me from her bedroom. If I hadn't added unlimited text messaging, I would've gotten the bill that broke my piggy bank's back.

Wondering.....

What astounds me is that communicating online for business in a social way

• Allows consumers and business professionals to know, like and trust  a professional/company.
• Enables a company to monitor their reputation and be responsive to their market.
• Provides a vehicle for a company to build, maintain, and archive their brand.

Yet in 2009 the real estate industry as a whole is fragmented online.

Connecting...

I write this post in a community of real estate professionals who get this...at least the active ones in the rain.

The active real estate professionals are the exception today.

The exceptional professionals today are the ones who will keep the wheels ON the real estate bus AND moving forward.

So why do the other real estate professionals stand by the roadside and keep waiting for the next bus?  Don't they know they are already late?

Anyway you look at it, through a marketer's lens or a consumer's view, inactivity isn't healthy.

Real Estate Brokers Move that Bus.

If you enjoyed this post on internet marketing for real estate brokers, here's more for you to read,

• The Top 10 Ways to Get The Junk Out of Your Trunk and Rejuvenate Your Business
• Real Estate Brokers:  5 Keys to Real Estate Agent Success
• Relationships Are The Core of a Successful Real Estate Business

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Real Estate Brokers Help Your Agents Step Ahead of Their Competition.  Check out the Branding Sanity Webinar a offered by Rebecca D. Levinson, Real Estate Marketing Consultant and Malfi Marketing Solutions.

Open Discussion:  In Your Social Networks Who's In Your Social Stream?

A question for those of you who use Facebook.

Who do you allow into your conversations on your Facebook Profile Page (not your Business Page)?

The reason I ask this question is simple.  One of the most recent upgrades on Facebook allows users to group their Friends on Facebook into lists.  You can then post certain topics to all of your lists or segregate your posts by lists.

Sooo.....is this being social?  I understand the need for privacy on certain topics, but then why posts these on Facebook? Seriously.  If the matter was that private I think I would find another way to communicate with my friends, i.e. in person, over the phone, or even texting.

I do understand the convenience of lists.  Maybe you are throwing a party and you want to invite friends and family only.  Sure I get that.

But a thought I want to leave is this.....if you are an open networker wouldn't you agree that consumers want to work with you because, in some respect, they are getting to,

KNOW, LIKE, and TRUST you

Maybe your personal postings make you more human, more approachable....just maybe...Maybe you share a comment interest, sentiment, thought, hobby with a consumer....IMAGINE,

KNOW, LIKE and TRUST

I haven't had a need yet to post to lists only on Facebook....maybe for someday, but for now I like my stream the way it is... a mash-up of friends, family, business associates, locals and those from overseas all commenting on when thread, all swimming and talking together in my social stream.

PLEASE NOTE:  NOT to be confused with your conversations on your Facebook Business Page.

So please share by commenting.  I am listening.  Open Discussion:  In Your Social Networks, Who's In Your Social Stream?

If you enjoyed this post about Facebook and Social Networking check out these posts,

• Stealing bases won't hit it home everytime with social networking and blogging
• Don't Get Caught In A Generational Undercurrent.  The tides have turned.  All Generations Are Online
• Twitter Keeps Me In Check.  It's Like That and That's The Way It Is

How do you turn your social networking efforts in a profitable endeavor? Develop a Social Media Marketing Plan with the assistance of Rebecca D. Levinson, dba Real Skillz, Real Estate Marketing Consultant.  Call #262-203-5231 or email rebecca@realestateskillz.com for more information.

Subscribe to Blogging In The Rain, A Real Estate Marketing Blog

5 Audience Approved and Participant Friendly Tips for Public Speaking

I started speaking in public just last November.  Prior to that I was used to cozy, individual,one on one consultations with clients. What I have learned along the way is that the same give and take benefits that I've had through individual consultations I am also getting through presentations to rooms of 50-250 people.

I wanted to pause a moment to reflect and share on this topic of give and take because something resonated with me yesterday.  I was invited to be one of two speakers at the WCR Madison Metro Chapter to discuss blogging.  The presentation was short, 25 minutes including questions, so I wanted to make sure I highlighted the benefits of blogging as well as some of the distractions and fear busters. 

A few of the real estate professionals in the room who approached me after this session thanked me for breaking things down in common speak not tech speak and now wanted to begin blogging.  I was really warmed because that kind of specific feedback let me know I hit my goal. 

I am sharing this because I've been doing some thinking about public speaking, both from my own speaking experiences, as well as attending speaker sessions.  I have been thinking about some things that I believe make the experience of public speaking a better win/win situation for both parties.  I think most of these are basic but they are the little details that get overlooked with even the most experience and sought after speakers.

1.  Know and Help Communicate the Mission

Before you agree to participate in a speaking engagement get details...down to the micro level from the organizer about the goals they are trying to reach with your speaking session.  Make sure that the organization/the company will be clearly communicating the goals of the session to the participants in their communications when they announce the event to prospective participants.  Offer to help prepare copy for the session announcement so you can partner with the organization/company to communicate the mission. Clearly stating the goals prior to the event will lead to realistic expectations of the participants.

2.  Consider Your Knowledge, Your Practical Experience, AND your Audience

Before you sign-up to be a speaker at an event, consider your knowlege, your practical experience, and your audience before you agree to a speaking engagement.  The first two seem to be no brainers, but the third is a critical yet often overlooked factor.  Let's face it, some speakers don't have the patience to sit in a room full of beginners and teach a 101 Topic.  Their frustation with the audience will be transparent in the way they glaze over participant's questions or rush through concepts to get to the how to's or the "more interesting" material.

3.  Survey Your Audience Before the Engagement

When you contract or agree to participate in a speaking engagement try get information about your demographics and the level of experience the participants have on the topic you will be presenting.  If the organization or the company you are presenting to does not have this information ask if you can prepare a survey to be distributed to participants to complete and return well in advance of the event. 

This will allow you to prepare your material FOR your audience.

4.  Set the Expectations from the Get Go

Before you start up your slideshow, take a few moments to engage your audience.  An introduction is customary and necessary but go beyond your bio and experience.  Let the participants know what they should expect to LEARN FROM YOU in the session. 

Communicating your expectations will help the participants know if they are understanding the concepts or if they need more information from you.

5.  Encourage Discussion from Participants

Don't give up when participants do not speak up immediately and automatically when you ask, "Does anyone have any questions?".  Read their body language and their faces.  If they seem quizzical, if there is a glaze over the eyes, of if you have just discussed a rather complex concept probe your participants.  Ask your participants questions, offer suggestions or even real life examples of your hang-ups when you first learned the material.  Continue to probe the audience and pause and encourage questioning throughout your presentation. 

Set aside your agenda and your powerpoint because at the end of the day what matters is that your audience is getting what you have to say.

Have you done any public speaking?  Please open up your speaker's toolbox and share your tips by commenting below.  Your feedback is appreciated.

Have you attended public speaking engagements? What impressed you the most?  What did you feel was lacking and could've been better? 

Please open up and share your view by commenting below.  Your feedback is appreciated.

If you enjoyed this post please enjoy more by subscribing to Blogging In The Rain- Real Estate Marketing Blog

Real Estate Associations, Brokerages, and Franchises:  If you are  seeking Blogging and Social Networking workshops and seminars for your members contact Rebecca D. Levinson, dba Real Skillz, Real Estate Marketing Consultant.  Phone #262-203-5231 or email rebecca@realestateskillz.com

The Power of the Web

The Internet is an amazing web of interactions and connections.  You might not realize just how amazing it is until you make your first real connection that turns into a great friendship OR you have to communicate with someone who is at a distance and it becomes one of your only methods of communication.

There are many ways to keep in touch with a person who is many miles or even an ocean away.  You can skype, email, and IM, but what if these options are difficult at times because of a less than perfect Internet connection? 

Here in the U.S. we have many different options available for high speed Internet access, but we still don't break the top ten.  We hold the 17th position with an average Internet speed of 3.9 mbps according to the the first quarter 2009 Akamai Technologies' State of the Internet report.  China's speed lags far behind at a snail's pace of 833 kbps and India's speed is 772 kbps.

Imagine communicating with someone in another country whose time outs on the Internet outweighs their time online.  Imagine this person is your best friend, relative or partner?  Instead of wringing your hands in dismay, you can create a web storybook, so when that person can come into range your story is there to share and you haven't missed a beat.

I created a web 2.0 story recently for the purpose of connecting with a friend from a distance and I wanted to share the process,

How to Make a Web 2.0 Story 

Step 1.  The Binding- I chose a blog as my platform.  So easy to record journal moments, audio and video on a blog.  Also, the benefit is being able to have the other person comment back on your posts when they can, which makes for great conversation as you know.  Much better than email.

I used the blogger platform because it's free, it's easy to use even for a non-blogging recipient, AND you can create a blog on the blogger platform that is private and NOT indexed by Google.  You choose your readers and they have to log in to access the blog.

Step 2.   The Design.  I wanted a suitable template above and beyond what Blogger offers, so I did an extensive web search and scoured sites for free blogger templates.  I found an awesome site full of beautiful designs as I am not a graphic designer but can appreciate art so I chose a template from Pyzam.com.  Oh free.  Did I say free? Yup, free.

Step 3.  The Content.  It's all about you on this web story.  No writing for the search engines, keyword research, linking strategy...this is writing and journaling in pure form.  Expression.  Tag your posts so they build a nice archive for the reader(s) to refer to. 

The really nice thing about blogger is the ability to easily add multimedia to it's platform.  Here a new song or see a new movie you love.  Share a simple clip of it by using YouTube on your blog.  So easy to embed by adding a snippet of html code- COPY....go to your blog- PASTE.

You can also create probably the EASIEST mobile blog ever using the blogger platform.  So pictures of a great sunrise or sunset, the kids, a new restaurant you went to, or a thought you had while taking a walk can easily be transferred in that moment of time to your blog making it easy to share your days with the person you miss.

You take the picture, write some text and send it to go@blogger.com and you're done. A K.I.S.S. friendly solution.

Step 4.  The Great Touches.  Sometimes just hearing someones voice is a comfort and gives the most personal of touches.  This was a bit tricky when I first set it up, because i was looking to find a platform that would allow me to record private messages.  I have used Utterli before and love it's ease of use, but those recordings show up in a public time-line.

For truly easiest to use try Vocaroo.com.  You just click the button to record and providing you have microphone you record, then press stop and this FREE application will give you the html code you need for your blog.

If you are looking for a better voice quality, consider a podcasting platform.  You can upload and have the mp3 hosted with a free account at boxnet.com.  This platform will give you an html code to paste into your blog posts and you are ready for your blog reader to listen.  Soooo simple.

Step 5.  The Joie De Vivre.  Have fun with your storybook.  Journaling is a great release, writing a story can be just as fulfilling and telling your story to a significant is absolutely special.  

How can you use it?

• To share life with a child who has gone to college or a child who lives in another state/country.
• To share life with a husband, boyfriend, or life partner who is traveling.
• To share life with a friend who is long distance.

Don't wait until the person is long distance to share something special....you can share a story near or far.

OR

Journal your life to share with yourself, archive your moments, and declutter your mind.

BE A VALUABLE RESOURCE

How can you use this idea in a professional capacity? Hmmm.....how about share it?  Your clients and prospects are people to and would probably appreciate this random act of kindness that has nothing to do with real estate but EVERYTHING to do with living and a lifestyle.

So go ahead and share...tell people how to connect from a distance and make a web 2.0 story.

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Reflection

I find myself at a unique time in my life when both my personal and professional paths are crossing and meeting together on the same bridge....

Of which to say that these days I am on a new journey to self discovery in life.  This journey is a bit scary, crossing untraversed territy with no GPS or roadmap.

As I walk I put one foot in front of the other and let my gut override my "logical mind" sometimes in order to move forward.

I know each step that I take wields another opportunity to uncover some of the greatest moments I will have in my lifetime.  I know without taking these steps I will become the fool, hiding from life....

So I am determined to walk, sometimes teetering like a toddler, sometimes taking ardent strides.  I push past my self created obstacles and move forward breathing in the life that inspires me.

And in doing, I pause a moment to consider Faith....

I am taking an about Face and walking in faith.  Have you ever done this....do you live this way?  Are you walking in faith now?

Please share your walk with me by commenting below.

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