Posts Tagged ‘Twitter for Real Estate’
After talks of website analytics being offered since December 2009, Twitter is finally jumping on the Analytics train. Twitter, one of the top social media sites in real estate marketing, recently announced at a company conference earlier this week that the popular social media site plans to offer up free, real-time analytics in the fourth quarter. There will be a phased roll out of the analytics dashboard to show users valuable information (specifically those using Twitter for their real estate business) on how their tweets are being spread, and who is of significant influence in their network.
Fortunately, following the Google Analytics example, Twitter will not be charging for its analytics feature, which was a concern as the company’s execs had alluded to the feature’s potential revenue as a possible business model in the past. Ross Hoffman of Twitter’s development team commented that Twitter would also incorporate the technology it’s using to measure tweet “Resonance” for search results and other similar features.
When the idea was first broached in December, the announcement of the Website Analytics feature was in reference to use of commercial Twitter accounts, which you would have to pay for, that contain premium features like multiple Twitter authors and an Analytics Dashboard – similar to LinkedIn’s premium accounts. However, this notion was also born out of the idea that Twitter would one day be a paid service, and as of yet there doesn’t seem to be any indication that there will be a Twitter business model.
Since that late 2009, Twitter has also matured significantly. It has been steadily competing with third party developers, and the company has consistently grown by purchasing and launching new software, such as mobile products. As for the Analytics offering, the Twitter App lists 151 applications to better understand the Twitter component of your real estate internet marketing campaign. This is great news for those of us in real estate marketing to help manage and understand Twitter presences.
Source Article: Twitter Analytics
We’ve all been there. We get a new website, new blog, and get inspired with new business growth and possibilities that we cannot contain our blogging excitement.
Then a month goes by. Then six. And we can get disenchanted with the idea of consistent blogging.
To get back on track, here are some blogging ideas to get re-inspired and to keep blogging on a regular basis again – which will lead to fresh content, optimized pages, search-engine friendly pages and ultimately more leads to your website. Which is exciting.
- Talk about the future of real estate by commenting on current developments within the industry.
- Explain why it’s important for everyone to care about real estate.
- List online resources for fellow real estate agents.
- Make a list of the top myths about buying or renting a home through an agency and debunk them.
- Attend real estate conventions or networking events and report on them.
- Do real estate market comparisons for your area, the national market, and abroad.
- Occasionally go off topic and link an issue from your life back to your business, i.e.“10 Reasons Real Estate is like A Box of Chocolates”.
- Pose this question to your followers: “What would you like to change in [insert your product or service here]?”
- Speak with other leaders in real estate and guest blog for each other.
- Write a book review dealing with your topic that depicts thinking about real estate in an outside-of-the-box way.
- Create short video to change things up – this can be fun, or you speaking about your business.
- Take a common issue many people care about and explain how it relates to your business.
- See which blog post received a lot of hits or attention and write a follow-up.
- Look into social media sites (if you haven’t already) like Digg, StumbleUpon or Technorati and find out what’s trending right now and put a property-spin to it.
- Tweet a question and blog about your favorite answers.
Source article and more ideas here.
Thank you to everyone who attended our LogicClassroom presentation last night. We discussed how and why to leverage different social media platforms for your business. Don’t worry if you missed this session – the slides are below for you to view!
Please join us for our next LogicClassroom session 2/9/10 on Search Engine Optimization 101. Please email Katrina to attend.
Do you remember the world 20 years ago? No computers on desks at work. No email. No Internet. Forget about Google (started just 12 years ago) and social media was a gathering of newspaper reporters. :O)
Please name for me 1 thing that you do in the same way that you did back in 1980. Just one thing that’s done in the same way. Something that hasn’t been affected by technology, made faster, or eliminated altogether? Is there anything at all that’s the same?
Do you communicate the same way you did back in 1989? The same phone? The same typewriter? Has your job been changed by technology? Of course it has. If it has not, you’re probably a painter. Even if you’re a painter, I’m sure the way you sell your painting has probably changed. Unless you’re that guy on the street corner selling your art, and I suspect, if you’re reading this post, that’s not you.
What about your marketing campaign, are you marketing the same way you were in 1989? If you said yes, then you need to wake up!
Best practices in real estate marketing have changed a lot. The unfortunate fact is that lots of real estate agents are marketing themselves and their services in the same way they always have. If the only significant affect of technology to your marketing has been the way you generate listing sheets, it’s time to get with it.
The really shocking thing is that there are lots of BIG real estate firms that still haven’t embraced the internet. They’re not leveraging SEO or PPC or social media. If they are, it’s a small percentage of their marketing budget.
Developers are some of the biggest culprits out there, or I should say, it’s the marketing firms that work with developers. These guys are spending a lot of money – I’m talking about hundred of thousands or often millions of dollars – on the same media and sales methods that they used in 1989. I invite you to look at the marketing budget for a development in your area. If you live in NYC or maybe LA, then this might not be as true, but just look at where they’re spending their money. What do you see?
Very often you’ll find large print media budgets in marquis local newspapers, the same papers who are dying because of drastically reduced circulation. You’ll find huge budgets on branding firms to design expensive brochures and folders filled with highly designed collateral. There will be special attention paid to press releases (ok, that’s a little better) and flowers for the model unit. Even with all of this spending, the real estate marketing firm that reps the place is probably still taking a full split.
If you find a website on that budget, you probably won’t find much online marketing to support it. An email marketing plan? A SEO retainer with a good SEO firm? A PPC ad buy? A CRM system? Is any of this on there and does that budget rival the print budget? I doubt it. Have they invested in a good CRM system for the sales center or model unit staff? Is technology going to help them sell the units in inventory any faster? If not then you know as well as I do that an opportunity is being missed.
OK, for you analysts out there, I know what your comment is going to be before I even ask. You want to know why a budget should be allocated. Or, maybe the question is not why there needs to be an online marketing budget, but is it actually a better investment? The answer is unequivocally yes. We’ve done the math for many projects and over many years. SEO, PPC, email marketing, social media, the online marketing 4 some, you might say, are by far more cost effective marketing investments for real estate marketing.
If, by chance, that budget you’re examining does have some online marketing on there and leads are, by chance, being associated with media buys or sources, do the math. Calculate the cost/lead and you’ll find that the online leads generated are costing half if not less than half of the leads from traditional media.
So, please ask yourself again. Am I using the same real estate marketing methods that I was 20 years ago? If you are, it’s time to innovate.
Are you proud of your ranking? Are you psyched that you’ve got so many Twitter followers? Do you have 1000 friends on Facebook?
Well, all of those are indeed reasons to celebrate, but not too much. It’s like the old saying goes: That, and a token, will get you a ride on the subway.
At the end of the day, there’s no revenue generated directly from being at the top of the SERPs. No one is paying you to be your Facebook friend and Twitter followers aren’t a revenue stream. These are all means to an end. The end goal, of course, is revenue.
Let’s examine this process. A user is out there on the web, they’re tweeting, let’s say, or they’re searching for a real estate agent on Google. The first goal is for them to find you and click to your site. Great. Step 1 is implete, you’ve generated traffic. users are clicking on your organic listings which rank high because of all that SEO you’ve invested in.
Now, the user arrives at your site. What do they find? Is your site engaging? Can they easily find what they’re looking for? Are they compelled to sign up and become a lead? We’ve written many times on this blog about the fact that SEO is a WASTE if your site isn’t any good. It’s true that we often have clients contact us for SEO services and we tell them that we’ll need to redesign their website before doing any SEO. Otherwise, they simply wouldn’t see any benefit from our SEO services. Some folks out there, some in real estate and some in other industries, think that SEO gets you clients. Well, it doesn’t.
SEO is a means, not an end.
So, let’s be optimistic. The user found you, they arrived at your site. They became engaged. They even signed up and converted from a user into a lead. What now? Does a lead = money in your pocket? No, a real estate buyer or seller lead is only worth cash when the deal closes.
That said, it’s easier to understand the value of a lead. The closer you get to the transaction and the smaller the numbers get, the easier it becomes to assign a dollar value to each unit. If in a 1 month period you generate 100 leads and sell even just 5 of them a home, and your monthly marketing budget is $2000 that means you’re spending $20/lead and your customer acquisition cost is $400/customer.
But we’re getting ahead of ourselves. We have search engine ranking producing website visitors. The visitors are converting into buyer and seller leads. Now we want deals. How do we maximize the conversion of those leads into deals. Here are two ways.
First, email marketing is essential. Lots of your leads will not come back to your site unless they’re prodded to do so. Send them nightly listing updates. Send them your newsletter. Email marketing is the best way to re-engage a lead. It’s also the best way to stay in touch with your past clients, a source of repeat business, referrals, and testimonials (which are great for SEO).
Second, your site needs to be a resource to the buyer. They’ll keep coming back, and therefore be more likely to convert into a deal, if they are engaged with the tools on your site. Your property search should be fully featured. A user should create an account and save favorite listings, save favorite searches, take notes, save and edit their listing update criteria, and communicate directly with you, right through the site.
- The user finds you on Google or Twitter or where ever
- They become engaged by your site’s design and functionality.
- Conversion from a user into a lead
- User returns to the site as their buying or selling resource.
- Conversion into a client signaled by a deal closing.
Remember, steps 1 through 4 are all means to an end. It’s like my football coach used to say, “you can celebrate when you cross the goal line.”