Jan O'Brien - Real Estate Coach

Building Your Social Media Profile Panel at RISMedia Social Media Summit

I had the opportunity to be a part of a dynamic panel on Social Media Profiles at the RISMedia Leadership Conference/Social Media Summit in Rye, New York (June 9-10).

The panel was facilitated by Krisstina Wise, Broker-Owner of The Good Life Team in Austin, TX.  Krisstina has (in just over a year) dominated in her market place with her web presence through blogging and integration of other key social networks like Facebook and Twitter. More than 50% of her business is generated through social media. 

The panel included:

1. Pat Wattam, Broker/Associate, Re/Max First in Baton Rouge, LA
2. Anthony Crecco, Broker/Owner Crecco Real Estate
3. Craig Donato, CEO. Oodle
   
4. Rebecca Chandler, Director of Marketing, The Real Estate Book  

I discussed the importance of knowing your goals (purpose, outcomes) before embarking on your social media marketing journey.  Here are the key questions to consider:

What do we want to accomplish with our social media strategy? Be specific.

• Do we want to communicate and build more relationships online?
• Build brand awareness?
• Visitors complete a form, sign up for something, calls or emails for more information, become a prospect for our business or service?

Who is our target audience? Our perfect customer?

• What social media and networking sites are they using?
• How do we know or how can we find out?

Who is going to maintain our social media presence?

• Write and upload the blog posts?
• Status updates? 
• Do we have the resources to sustain our strategy?

How do we measure success?

• Are we measuring views, traffic, comments, subscribers, leads, sales?

I also reviewed some strategies for managing your online brand (name reputation). 

1parkplace has a free report The 5 P's of Social Marketing which includes a checklist for building your social network profiles and a list of sites to monitor your brand online.

Request your Free copy of this report as well as several others at:

http://rissummit.1parkplace.com/

The Fixer Upper Blog - Effective Blogging and Use of Link Posts

Nicole Adams' passion for blogging, construction and sharing valuable information is evident in her site and Fixer Upper Blog

The Fixer Upper is a blog which covers issues ranging from finance, energy, technology, home ownership and maintenance, and any other issue of importance to homeowners. In addition to the discourse we foster on this site, we also attempt to introduce you to other sites and blogs which are likely of interest to homeowners.

Nicole has researched and compiled a variety of blog posts that link to useful resources on the particular subject of the blog post.  She started with compiling and sharing information about accredited construction management programs.  Her site is an excellent example of how blogging about what you are passionate about really works!  She also has provided an excellent list of resources worth bookmarking and exploring further.

Here are a couple of examples:

The First-Time Home Buyer Guide: 100 Must-Read Blog Posts

Top 100 Blogs to Boost Your Sales Skills

Top 20 Home Improvement iPhone Apps

Calling All Las Vegas Professionals to Network at June 11 Power Breakfast

Las Vegas Network for Professionals June Power Breakfast

Joel Smith and I will be facilitating the next meeting of the Las Vegas Network for Professionals on June 11, 7:30-9:00am at Cadillac Ranch in Town Square.  We encourage all Las Vegas Entrepreneurs, business owners and professionals to attend and check out this powerful network of local professionals from all types of businesses and backgrounds.

To register for the event: http://lvnp-junepowerbreakfast.eventbrite.com/

If you are on Facebook - join this group - Las Vegas Network for Professionals and keep up with all the activities, events and continue the networking experience online.  Or you can connect with me on http://www.facebook.com/people/Jan-OBrien/727141323

Here are the specifics for the Power Breakfast:

Join us at Cadillac Ranch for our first Power Breakfast!

Host:	Las Vegas Network for Professionals

Date:	Thursday, June 11, 2009
Time:	7:30am - 9:00am
Location:	Cadillac Ranch - Town Square
Street:	6593 South Las Vegas Blvd.

Phone:	7028458584
Email:	TJohnson@TrinaJohnsonEvents.com

Description

Las Vegas Network for Professionals
invites you to join us for our
June Power Breakfast
hosted by Cadillac Ranch in Town Square
on Thursday, June 11 from 7:30-9:00am

• Joel Smith & Jan O'Brien, Career Coaches & Facilitators from Mindset Dynamics LLC will be speaking to us on "Creating Your Own Economy"!

• James & Theresa Talmon of Garden Song Studios will also be on hand, providing professional headshots!

• Cadillac Ranch will provide a beautiful Omelette Station Breakfast Buffet!


CLICK HERE TO REGISTER TO ATTEND! SEATING IS LIMITED!

http://lvnp-junepowerbreakfast.eventbrite.com/

$25 to pre-purchase online with a credit card or paypal
$30 at the door, cash only please

Print and bring your confirmation to the event for easy check in!

As always, a portion of proceeds benefit Three Square Food Bank. To learn about Three Square and how YOU can help by donating or volunteering your time, go to http://www.ThreeSquare.org

Mindset Dynamics has asked that we pose the following questions to you prior to the breakfast. Please write answers to one or all of the questions on the wall below! Our combined answers will be incorporated into the program, allowing for the most valuable experience possible for attendees!

• What brought you to join this group?
• What are the top three things you need RIGHT NOW to move your career or business to the next level?
• What specifically do you bring to this group and how would you like to contribute?

We look forward to seeing you there!

Yours in networking,
David Sokoloski & the LVNP Board / Advisory Council

Steps for Internet and eMarketing Success

A succesful eMarketing strategy must have:

• Compelling reason(s) for prospect to contact you over other agents
• Benefits for prospect
• Specific offers, reports
• Calls to action
• Lead capture ability
• Measuring & Tracking capability

Steps for Internet  & eMarketing Success

1.    Create & Maintain a great “Destination” Website

• Customer-Centric not Agent-Centric - "Image style branding is out"
• People don’t want to be sold, they want to be helped and get information
  • Internet = access, information, instant
  • Offer what the consumer wants
    • Easy & accessible Search for listings (IDX)
    • Photos & virtual tours
    • Reports, local market data
    • Neighborhood, community, school information
    • Foreclosure, short sale, loan modification information
• Compelling content - in addition to the list above, consider
  • Buyer/Seller process & tips
  • Relocation info, guides
  • Testimonials
  • Your niche, target markets, specialties
• A Good domain name (Consider keyword terms vs. your name)

2.    Effective Lead Generation & Lead Capture

• Calls to Action that lead to capturing prospect info

• IDX search – allow access to a point and then a sign-up form
• Property Watch – email alerts – allows the consumer to receive the listing information they want when it becomes available
• Free, compelling reports – consumer completes a contact form to receive the report or offer
• Home Market Valuation

• Offline Marketing Plan

• Energize Your Database to Search for Homes - Import or add your SOI, past client database and send them a VIP welcome letter with a strong Call to Action - "Search over 30,000 Las Vegas Properties for Sale!"
• Add contacts daily – use your website to close prospects for their information and set them up as A VIP on your site for full access
  • Open House prospects; Ad & Sign Calls
• Change Your Voice Mail message to include a CTA to visit your site and Search homes for sale
• Add compelling call to action on everything:

• Business cards
• Letterhead
• Marketing Flyers
• Email signature
• Postcards
• Print advertising
• Car signs
• Yard & Open House sign

• Online Marketing Plan
  
  
  • Direct
    • Build your FREE Profile on (recommended):
      
      • Realtor.com
      • Trulia.com
      • Zillow.com
      • ActiveRain.com
      • LinkedIn.com
      • Facebook.com
  •         And if you are into it...

• MySpace.com
• YouTube.com – for video tours and consumer videos
• Twitter.com – micro-blogging
• Paid Advertising on other websites
  
  • Realtor.com
  • Trulia Pro
  • Zillow
  • Local online magazine & newspapers
  • Your niche market
• Strategic Linking

• Comment on blogs (you can add a link back to your website)
• Business vendors, partners

• Search Engines
  
  
  • Optimizing your website and pages for search engines
    • Title tags
    • Keywords & Description
    • Keyword research Tools
  • Write quality content that matches your selected keywords
  • Submit Your site to directories and search engines
  • Consider adding a blog to maximize SEO
  • Pay Per Click – Paid Advertising
    • Google Ad Words

3.    Converting the Lead (From Click to Close)

• Connect
  • Immediate response (less than 20 mins) increases your chances of converting that lead – text and email alerts for leads
  • Initial welcome (VIP) letter
• Cultivate
  • Automated, drip email campaigns
  • CTAs in the email (Search properties now!)
  • Phone calls = qualify, build rapport
• Close
  • Use the visitor search profile information
  • Refine searches – use property watch
  • Close for appointments  
• Build Referrals 
  • Client for life email campaigns – Ask for referral CTA
    • eNewsletters
    • Holiday letters
    • Market condition reports

P.S. - To all Prudential Americana Group Sales Executives - your FREE Americana Deluxe Website Solution powered by www.1parkplace.com is already set-up and working for you!  This solution already incorporates the key elements to internet and emarketing success.

P.P.S. - Remember, it's a process!  Set aside time each week to improve your overall website and emarketing solution for your business.  Find the balance bewteen working IN your business and ON Your Business!!

6 Fundamentals of Marketing

Jean Jones of ProspectsPlus  recently gave an excellent presentation to our real estate office on the fundamentals of marketing and how to use the marketing and lead generation materials available from ProspectsPlus.  I encourage you to check out the cost effective and wide variety of marketing materials, personal brochures, postcards and more.  Contact Jean Jones directly for more information at 623-544-1205 or email:jjjjones99@aol.com.

Here are the six fundamentals of marketing Jean shared with our office:

1. Budget.  Every business needs a budget and a method to track your expenses and return on investment.  See my post on the Real Estate Business Plan to download supporting forms and budgets.  A good rule of thumb is to invest 10% of your gross revenue back into your marketing budget.
2. Consistency.  The 3-7-27 law of prospecting states it takes 3 contacts for someone to recognize your name; 7 contacts for them to associate your name with your business; and 27 contacts for them to feel comfortable doing business with you.
3. Work High Priority Activities.  Identify what your high value and priority activities are, schedule them and just do it!  In sales, your key results areas include: Prospecting, Trust & Rapport Building, Identifying Needs, Presenting Persuasively,  Answering Objections, Closing the Sale and Getting Referrals.
4. Specialize. To compete and win, consider being the best in the world at one thing.  What is your target market, niche or specialty?Understand the demographics within the geographic area.
5. Psychographics.  To further target your efforts, you've got to determine not only who buys (or will buy), but what makes them want to buy or sell and with you. Psychographic variables are any attributes relating to personality, values, attitudes, interests, or lifestyles.
6. Data-Mine.  A high percentage of properties sell to someone who currently lives within 10 miles and has lived in the area for at least 5 years.  Are you leveraging the power of data-mining through the use of just listed and just sold postcards, door-to-door canvassing, calling, and farming?

Recent Articles from Realtor Magazine - Green Marketing, Technology and more

I finally caught up on some reading this weekend - you know those magazines that pile up with the intention of getting around to them in a free moment!  I read the August issue of NAR's REALTOR magazine and wanted to share some highlights with links to the online articles.

• NAR's Newest Designation Is Green - the first certification courses will be held at the NAR Convention in Orlando, November 5-6.  For more information about the designation, or to register for the course, visit www.greenresourcecouncil.org or e-mail greendesignation@realtors.org.
• Green Your Marketing With Eco Features - This article offers some advice on how to separate yourself from the competition by positioning yourself as an "EcoBroker". 

1. Get Certified - Check out EcoBroker and US Green Building Council
2. Market yourself as green-friendly
3. Partner with other professionals

• Buyer's Guide: Automate Your Marketing
  • Automate Your Marketing
  • Develop a Marketing Plan
  • E-mail Do's and Don'ts
  • Product Guide; Marketing Tools 
• Mr. Internet - Michael Russer on Let's Twitter

Then I started surfing around the REALTOR Magazine website and rediscovered some excellent tools and resources:

From the July issue - some good info on using video:

• YouToo Can YouTube

• Buyer's Guide: Video

Handouts for Customers - loaded with educational articles your can print or download and customize for use with buyers and sellers. 

• Download AllBuyerHandouts.doc
• Download AllSellerHandouts.doc

NAR has several blogs also:

• The Weekly Book Scan (Like an online book club with book reviews, author chats and podcasts)
• Center for REALTOR Technology Blog (All thinkgs technology from Realtor.org)
• Speaking of Real Estate (from the editors of REALTOR magazine)
• YPN Lounge (Young Professionals Network)

Home Staging Tips and Resources

In any market, but particularly a buyer's market, the listing that looks the best, shows the best and feels the best will sell faster (that is given the listing is also priced properly!).   The best staged home will sell faster when all other things are comparable (price, terms, location).

Helping a seller to prepare the home for showings and staging the property are two initial and essential strategies in a successful listing and marketing program.  The three major areas of consideration for preparing a home to go on the market are:

1. Clean
2. De-Clutter
3. Stage individual rooms

Las Vegas real estate agent, Barbara O'Neill, has a natural talent and eye for decorating and staging and includes practical advice and guidance to her sellers as a part of her listing service.  Barbara has found success in staging both vacant and owner-occupied listings - and our Las Vegas market currently has a high percentage of vacant properties.  Here are some of her staging tips.

Key Rooms to Stage When the Listing is Vacant:

Make the Front Entry look inviting.  First impressions are lasting.  Make it a good one.  Colored Pots with Artificial plants, a bench, a Welcome mat, a dried or silk door wreath all work wonders to set the stage for what the prospective buyer is going to see and feel inside the home.

Kitchen

• 2 or 3 tier stand with plates and bowls
• Decorative fruit bowl or basket on the counter
• Artificial plant or dried flower arrangement
• Canister set
• Vanilla, Cinnamon or Apple scented wall plugs (Bath & Body Works)
• Bistro or dining table and chairs
• Bar stools if applicable

Guest Bathroom

• Make it a functioning bathroom with toilet paper, hand soap
• Hand towels
• Decorative items
• Scented wall plug

Master Bedroom/Bath

• Bed with comforter, pillows and shams
• Night table (s)
• Lamps
• Books
• Small picture on the nightstands
• Bath – make it spa-like (towels, robes, candles, vanity bench if applicable)

Note: Hang a few pictures where needed and do not worry about the nail holes.  They are easy to patch.

General Tips

o Select items that everyone uses regularly that coordinates with décor and color of the home.  Make it look and feel real.
o Decorate to the house’s architecture, style & colors not necessarily your taste.
o Preparing and staging the home should be done prior to the home going on the market. The first pictures that go in the MLS and on the flier should be the staged pictures. 

Where to find Staging Supplies and Decorator Items  (bargains in Las Vegas)

• Big Lots
• Ross
• Marshall’s
• TJ Maxx
• Stein Mart
• Colleen’s Consign and Design
• Warehouse showrooms for Walker Furniture and R C Willey

Staging the Owner-Occupied Home

Conduct an inspection/assessment with the Sellers.  Give them a checklist or a pad of paper and ask them to write down what needs to get done – involve them in the process.  On your walk-around, room-by-room, make staging suggestions, look for and note any necessary repairs or maintenance, ways to de-clutter or clean the space. 

There are abundant resources available online with tips for cleaning, de-cluttering and staging and preparing the home.   I've compiled a list of FAQs regarding home staging and some useful resources for your review below.

Home Staging FAQs

• Who does the staging?
  o You
  o Hire a professional  Home Stager or Interior Decorator
• What does it cost to hire a home staging professional?
  o Free Consultation offered by some home staging companies
  o Written Assessment – $350 approx. and seller does the work
  o o Home Staging Company does it all
  o Professional home stagers charge anywhere from $500 to $5000 - depending on the scope of work needed.  Furniture may be rented from Stager or purchased.
• Who pays for it? 
  o Seller
  o You
  o Combination
• What happens to the staging props and furniture after close of escrow?
  o Buyer asks for it in the offer
  o Seller keeps it
  o Seller sells it
  oYou keep it and reuse on your next listing (if you choose this option)
  o Returns to Home Staging Company (if seller leased it)

Home Staging Resources   (Download home_staging_resources.pdf)

• HGTV – Designed to Sell TV Show
• NAR Field Guide on Home Staging
• Home Staging Tips - How to Stage a Home for Sale
• How To Prepare Your House For Sale
• Home Staging & Staging a House - What is Home Staging

Home Staging Blogs

• Home Staging Rants & Ravings 
• Home Staging Tips 

Home Staging Certification & Training

• Barb Schwartz - Staged Homes
  Debra Gould – Home Staging Diva
• Home Staging Consultation Checklist with Room-by-Room Client Planning Forms -  $45

Top 12 Real Estate Marketing & Industry Blogs

This is my current list of  the best blogs covering the real estate industry, blogging, marketing, technology and news... in no particular order - they are all great!

1. Transparent Real Estate  - Pat Kitano blogs on real estate industry and technology issues.
2. The Real Estate Tomato - Jim Cronin's blog is packed with blogging tips, advice and strategies.  RE Tomato also builds custom real estate blogs.
3. The Future of Real Estate Marketing - Joel Burslem and contributors blog on real estate web 2.0 and marketing.
4. Bloodhound Blog - Greg Swann leads the way with this popular, collaborative, cutting-edge blog on the real estate industry and more.
5. Inman News - Brad Inman and the Inman Team provide real estate industry news, an informative blog, and network of real estate bloggers and professionals.
6. Real Blogging - Another collaborative blog and real estate community with posts on key real estate topics.
7. RSS Pieces - Real estate blog training, tips and another solution for a real estate blog platform.
8. My Tech Opinion - Technology for Real Estate - A blog on all things techie as they relate to the real estate business.
9. RISMedia - Articles on real estate news, industry, business development, technology and issues.
10. The Future of Real Estate Technology - A blog focused on technology and real estate
11. Real Estate Marketing Blog - A blog about real estate online marketing and blogging.
12. Carnival of Real Estate - from the Zillow Blog Team - a real estate carnival is "a weekly summary of the best blogging posts on a given subject that appeared in someone’s blog during the previous week. A different blog hosts the carnival each week."

Share your favorites.  Post a comment to continue the conversation and the list...

RealEstateShows.com - Affordable Online Marketing Solution for Personal Promotion and Real Estate Listings

RealEstateShows.com is a wonderful, user-friendly and affordable solution for Virtual/Visual Tours for your listings. 

• You pay $125 per year and get unlimited tours
• Free 14 day trial - take it for a test drive
• Use your digital photos to create Internet Shows in less than 5 minutes
• Very easy to use - simple tutorials to walk you through the entire process
• Create a 30 second (5 photos) or 60 second (9 photos) video
• Create internet flyers and distribute free to Google Base, Oodle, Trulia, Zillow, Vast Hotpads, Geebo
• Embed (post) your video on your blog, You Tube, craigslist

Real Estate Shows resources:   Blog       How to Videos

Think outside the box, get creative and use this technology to also:

• create personal promotion and branding videos,
• showcase community amenities and information,
• send just moved announcements for buyers,
• market  yourself as the niche or neighborhood expert, 
• promote your success, recent homes sold or other accomplishments.   

vFlyer.com for Online Marketing of Your Listings - Real Estate Agent Success Tools

vFlyer is an online service that enables you to create a standardized, professional-looking classified ad and post it to the leading classified websites.  You can also use vFlyer to distribute via:

• email
• Printable PDF format
• Embedable widget for your blog
• Posting to Craigslist
• Zillow, Trulia, Google Base, Oodle, Lycos, Vast, Hotpads, Olx, and Geebo

Prices start at $12.95/month.

Watch this 95 second demo video to see the power of this online marketing service.

The vFlyer blog has tips and marketing ideas on how to get the most from their product.