1. Role of Content in Real Estate Marketing
Content is king and Listings are “Gobs of Data”
Copyright 2017 Frank Gutowski, RealEstateImagingService.com

2. Actually… Good Content is King
I’ve got a great listing, nice neighborhood and good price. Isn’t that my “content?” Answer… Nope! It’s a “Gob” of data.
Actually… Good Content is King
Copyright 2017 Frank Gutowski, RealEstateImagingService.com

3. Copyright 2017 Frank Gutowski, RealEstateImagingService.com
Humans are good at selecting “Gobs” of data they like, but not so good at processing large quantities of data “Gobs.” Computers are much better at that large quantity stuff.
Your role is to turn eyeballs toward your great “Gob of data” amongst millions of Gobs. Then burn an indelible image into their brains.
After that mere humans can select which of these “Gobs” they’re most interested in. Do it right and it’s your listing.
Your Great Listing joined millions of listings Congratulations it's now a… “Gob of data”
Copyright 2017 Frank Gutowski, RealEstateImagingService.com

4. Steps to becoming The King of Good Content Follow this order…
Grab their eyes
Limit distractions
Present Pretty
Present details
Steps to becoming The King of Good Content Follow this order…
Copyright 2017 Frank Gutowski, RealEstateImagingService.com

5. Copyright 2017 Frank Gutowski, RealEstateImagingService.com
What you are saying is “Hey look at me!” using sight, sounds and words, while everyone else is doing the same thing. How you say “Hey look at me!” is dictated by where you are and what you look like. Whatever else you say is dictated by the next action you want the owner of those eyes to take.
Grabbing Eyes
Copyright 2017 Frank Gutowski, RealEstateImagingService.com

6. Think, where you are, and what you look like. Consider email…
Don’t look like Spam
Consider the audience Existing, Past or Potential Clients or other Realtors
Do not use free addresses
Say something of interest to that audience
PS: they are not really interested in your latest awards
Copyright 2017 Frank Gutowski, RealEstateImagingService.com

7. Think, where you are and what you look like. Consider Facebook…
Specify small but micro demographically targeted audience
Few words but compelling images
Different images and message for Branding vs Listing
Say something of interest to that micro audience
PS: they are not really interested in your latest awards. Don’t put that in paid ads
Think, where you are and what you look like. Consider Facebook…
Copyright 2017 Frank Gutowski, RealEstateImagingService.com

8. Copyright 2017 Frank Gutowski, RealEstateImagingService.com
Think, where you are and what you look like. Consider Retargeting web campaigns…
Retargeting, also known as remarketing, is a form of online advertising that can help you keep your brand in front of bounced traffic after they leave your website.
For most websites, only 2% of web traffic converts on the first visit.
Retargeting is a tool designed to help companies reach the 98% of users who don’t convert right away.
Now you know how your “go to news site” knew what you were looking at yesterday or last week
Copyright 2017 Frank Gutowski, RealEstateImagingService.com

9. Think, where you are and what you look like. Consider AdWords…
Specify zip code and key words to select demographically targeted audience
Only words no images
Best for Branding not so much for Listings
Say something of interest to that demographic audience
Use landing pages that deliver on the words
Think, where you are and what you look like. Consider AdWords…
Copyright 2017 Frank Gutowski, RealEstateImagingService.com

10. Limiting Distractions
You have their eyes. Deliver on the message you presented to them.
Your client landing zone should be free from shiny objects sending them elsewhere.
YouTube is a perfect example of sending them somewhere else So are broker’s sites selling mortgages and insurance.
Of course subtle suggestions of additional items on your site similar to what they are looking at are ok.
Don’t yell at them to look over here!
Limiting Distractions
Copyright 2017 Frank Gutowski, RealEstateImagingService.com

11. A few of the worst distractions
YouTube… that strip to the right where there are lots of other listings or subjects other than you and your listings. Host your own videos.
Brokers sties… selling Mortgages, Insurance, other listings, other services, calculators etc. Is that why they came to you?
Searches… any search where the results will take the client from your site is bad.
News carousels… that are designed to distract and steal eyeballs. They're yours keep them there as long as possible.
A few of the worst distractions
Copyright 2017 Frank Gutowski, RealEstateImagingService.com

12. Copyright 2017 Frank Gutowski, RealEstateImagingService.com
They turned their head You caught their eye It’s as if you two are the only two in the room (no distractions) You want them to think Oooo Pretty/Handsome If you can do Pretty, you will burn an impression in their brain that will last
Presenting Pretty
Copyright 2017 Frank Gutowski, RealEstateImagingService.com

13. We all know what it is but few of us can define it
We all know what it is but few of us can define it. Let me give it a try relative to Real Estate.
To me It’s a visual presentation of specific assets creating a compelling composition that appeals and bolsters a viewer’s sense of well being.
In other words… Oooo pretty, I want to see that in person.
What is Pretty
Copyright 2017 Frank Gutowski, RealEstateImagingService.com

14. Maybe we need a few examples
Almost always Pretty
Professional Photographs
Professional Videography
Professional Ad lay out
Professional Web site
Professional Brochures
Professional Aerial Video
Mostly not Pretty
Photos taken by agents
Cell phone video
Ads done by agent’s niece
Site created by agents niece or worse yet by agent
Brochures by agents son
Drone by Highschool kid
Maybe we need a few examples
Lesson to be learned… Your job is to market and sell not to create professional, photos, videos, web sites, booklets etc. Do what you do best. Use professionals to do what they do best or at least better than you.
Copyright 2017 Frank Gutowski, RealEstateImagingService.com

15. Copyright 2017 Frank Gutowski, RealEstateImagingService.com
You caught their eye No distractions, it’s a safe space They thought Oooo Pretty Now it’s time for the details What could go wrong?
Presenting Details
Copyright 2017 Frank Gutowski, RealEstateImagingService.com

16. Details… property descriptions and attributes
Property attributes (lot size, number of beds, baths, heating, cooling etc.) are all pretty dull and dry but none the less important. Your Broker site, Zillow etc. and the MLS all do a good job of presenting those. Use those as they are, don’t repeat them.
Details
Why is it, in the one spot an agent can be effective in describing the positive spirit and character of a property they fail so miserably?
…and they fail on a regular basis.
Inputs
It just makes me crazy!
Blah…
Copyright 2017 Frank Gutowski, RealEstateImagingService.com

17. Copyright 2017 Frank Gutowski, RealEstateImagingService.com
Here is an example you have all seen. It’s the one that really drives me… CRAZY
STUNNING 2 STORY COLONIAL 5 BEDROOMS 4 ½ BATHS LARGE LEVEL LOT LOCATED ON CULDESAC IN A GREAT COMMUNITY WITH AN OPEN FLOOR PLAN MASTER WITH ONSUITE BATH HARDWOOD FLOORS THROUGHOUT LARGE LOWER LEVEL GAME ROOM WITH PLENTY OF ROOM FOR ALL TO PLAY MULTIPLE FIREPLACES GAS HEAT ELECTRIC COOLING EVEN HAS A LAUNDRY ROOM
Now please tell me what was gained by all that yelling (ALL CAPS).
Tell me, do you think that space could be better used other than repeating the same in formation they can read (in a better format) right below as done on normal listing detail sheets?
Everything said in 90% of these description spaces can be seen in good images or read in the official detail listing.
Don’t waste this space.
Use it to judiciously describe the spirit and character of the home. Please don’t bark the details.
Copyright 2017 Frank Gutowski, RealEstateImagingService.com

18. Copyright 2017 Frank Gutowski, RealEstateImagingService.com
Don’t be overwhelmed
We’re here to help
Give us a call and we will be happy to go over in more detail how this all works and benefits you and your business…
RealEstateImagingService.com Frank Gutowski
Copyright 2017 Frank Gutowski, RealEstateImagingService.com