1. Digital Marketing for Real Estate Investing
Presented By:
Kyle Cassano
Sacramento Marketing Labs

2. Who am I?
I am Kyle Cassano I help business owners, entrepreneurs, and companies Increase Sales In order to grow their businesses and increase profit!

3. Educational Credentials
Strategic Communications (Public Relations) Master of Business Administration

4. Professional
Social media and digital marketing strategist for 5 years working within many industries.

5. Organizations
I currently serve as a: Marketing Committee Member for United Way California Capital Region Community Outreach Committee Member for Shriners Hospital for Children – Northern California

6. Sacramento Marketing Labs been featured in / mentioned by:
Media
Sacramento Marketing Labs been featured in / mentioned by:

7. Digital Marketing Challenges
Ask 3 people in the audience what some challenges they face might be

8. Digital Marketing: Challenges
Social Media Overload
Understanding Social Media
Ranking for Keywords
Productivity & Time Management
Measuring & Monitoring
Making Enough Money

9. Digital Marketing: Challenges
Social Media Overload – It can be overwhelming for newcomers. How do you keep up?
E-Reader App
Pulse
Stay informed. Keep your ear to the streets!
Mashable
Social Media Examiner
HubSpot

10. Digital Marketing: Challenges
Understanding Social Media – Knowing social media well enough to recognize opportunities.
Personal use first – 20 mins/day for 1 wk
Get familiar with the features and make mistakes
Which channels to use?
Start with the big guys – Facebook, Twitter, YouTube
These channels have the most users and eyeballs
Embrace the little guys – Instagram, Vimeo, Pinterest
Create an account for personal use and spend 20 mins a day for one week
Tie in my light bulb moment in class with facebook and Jenni Pinkley – I was able to recognize an opportunity because I was familiar

11. Digital Marketing: Challenges
Ranking for Keywords – Getting enough traffic to generate leads. Get found online when people are searching for the services you offer.
SEO
On-Page Optimized?
Off-Page Optimized?
YouTube Videos?
Low conversion rates make it necessary to have high traffic volumes
It is difficult to get high traffic when you’re first starting to build a following – Convert with content!

12. Digital Marketing: Challenges
Productivity & Time Management – Finding the time. How to manage all your social media in 20 minutes a day?
Schedule Posts (Sendible)
Set a Time to Check All Accounts (Hootsuite)
Allot 20 Minutes of Time Each Day
Focus the Majority of Your Time Where it Counts
Outsource to a Professional / Agency
Use an online marketing platform (Hubspot)

13. Digital Marketing: Challenges
Measuring & Monitoring – Knowing if it is working. If you’re not measuring, you’re not marketing.
Google Analytics – Website Traffic & Referral Traffic
Facebook Insights – Facebook’s Analytics Platform
Sendible & HubSpot – Listening & Monitoring

14. Digital Marketing: Challenges
Having Consistent Revenue Growth
You need to consistently generate sales/revenue
Your website needs a lot of continuous traffic
Your website needs to rank for relative keywords that have high search volume
Your website should apply every sales tactic
You should be doing this on a daily basis

15. Overcoming the Challenge

16. Overcoming the Challenge
Fortunately, digital marketing challenges in REAL ESTATE are simpler to overcome, versus challenges in most other industries.
WHY?

17. Overcoming the Challenge
Buyers are often Highly Motivated
Low Traffic Requirements (compared to most industries)
Easy to Rank for quality Keywords (Intent to Purchase)
Property is a Big-Ticket Item
----- Meeting Notes (2/19/14 17:23) -----
Lets explore these four points in more detail on the next slide

18. Overcoming the Challenge
Buyers are often Highly Motivated
Time sensitive / urgent need to secure a home
Buyers have the money
Sale cycle / Closing cycle is short

19. Overcoming the Challenge
Low Traffic Requirements (compared to most industries)
You don’t need a lot of traffic if your website’s conversion rate is high - capture most of the people who are looking for your properties.

20. Overcoming the Challenge
Easy to Rank for quality Keywords (Intent to Purchase)
Depending upon location you might benefit from owning a less competitive keyword.
“South Land Park Homes for Sale”
“Curtis Park Homes for Sale”

21. Overcoming the Challenge
Property is a Big-Ticket Item
ROI comes after a single sale
Example: You brokered a 5-year lease on a 2400 sq ft commercial space in Downtown Sacramento for which you will receive a 5% commission on total term amount ($259,200). Rent is $1.80 sq ft, or $4,320/mo. As the broker you will receive a commission of $12,960.

22. Overcoming the Challenge
So many different opportunities / areas
Residential Rentals
Residential Sales
Commercial Rentals
Commercial Sales
Different Local Markets

23. The Strategy

24. The Strategy
Your digital marketing strategy should consist of inbound and outbound tactics, that align with your traditional marketing strategy.
Inbound – SEO and Social media
Outbound – Publicity from Speaking and Media opportunities

25. The Planning

26. The Planning Planning – 5 Things You Must Know Before You Start
Why are you going into social media?
How does your social media plan support you overall marketing plan?
How are you going to represent your brand online?
Who is your audience and where do they live online?
How will you measure success?
----- Meeting Notes (2/19/14 17:23) -----
Lets explore these bullets in more detail on the next few slides

27. The Planning 1. Why are you going into social media?
What's your company's purpose in getting into social media?
Are you there to retain and talk with existing customers? Protect your brand's reputation online? Find new customers and improve sales?
- If you're looking to just advertise, sending out messages in a one way fashion, think again. Social media is a conversation, and you're in for a surprise. Customers will want to talk back, make suggestions or even complain about your product or service.
- Each of these intents has implications for how your company will act online, and affects the networks where you'll participate.

28. The Planning ACTION STEP 1
Task: Create a list of the key reasons why you're joining a social media site. Be specific about the outcomes you hope to achieve.

29. The Planning
2. How does your social media plan support you overall marketing plan?
How will your social media outreach affect your marketing?
Will you be selling via your social presence?
Tweeting deals on a regular basis?
How will you be tracking these efforts, and comparing them to other marketing and sales efforts?
Think about adding your brand's social media urls to your ads. Don't put "Find us on Facebook" because they might not take the time to do so. List "Facebook.com/yourbusiness" instead.

30. The Planning ACTION STEP 2
Task: If your customer service group or sales organization will be affected by your new social tools, take the time to talk with them and ensure everyone is on the same page. Write down specifics on how your social plan supports your marketing.

31. The Planning 3. How are you going to represent your brand online?
Will your company's presence contain an icon, or the picture of a person?
Who will be the voice of the business?
Will a principal of the firm be both the owner of the business and the main social contact, or will you create accounts that represent your brand?

32. The Planning ACTION STEP 3
Task: Brainstorm with your marketing advisors about how your company will represent itself, before you launch.

33. The Planning 4. Who is your audience and where do they live online?
Where do they spend time online?
Social media is global. Are you going to talk with everyone, gather a large following, or are you going to focus on just your local customer base?
Will you "follow back" or "Friend" everyone online who connects to you, or just some of them. Who?
Finding your customers involves doing some research and listening online. If you are a local business, Yelp may have more of an impact than LinkedIn, for example.
Spend time creating a policy and stick to it.

34. The Planning ACTION STEP 4
Task: Research your audience and write up your policy. There are many online resources for creating a social media policy.

35. The Planning 5. How will you measure success?
For some, success is making the cash register ring and that's it. Those firms will have to track metrics and watch to see if posts in social media bring customers in and help them convert.
For others, social is about building up a brand name, satisfying customers, or generating inquiries or names on an list.
- All of these outcomes are valid ones. Be sure you know what you want to accomplish before you start, so you can plan to measure your efforts. If your boss wanted sales, and you only deliver fans, it may be a very hard conversation at the end of the quarter.

36. The Planning ACTION STEP 5
Task: Pick a few measurements and set up a way to track your progress, even if it is a simple spreadsheet that shows growth of fans over time. Track time spent on social and make sure the metrics are proving out the investment.

37. The Inbound Marketing
Source: Hubspot

38. The Inbound Marketing What is Inbound Marketing?
Creating and sharing content with the world via comprehensive SEO and Social Media Strategy.
Content Creation
Lifecycle Marketing
Personalization
Multi-channel
Integration
----- Meeting Notes (2/19/14 17:23) -----
Lets explore these bullets in further detail on the next few slides
Source: Hubspot

39. The Inbound Marketing
Content Creation You create targeted content that answers your customer's basic questions and needs, and you share that content far and wide.
Source: Hubspot

40. The Inbound Marketing
Lifecycle Marketing You recognize that people go through stages as they interact with your company, and that each stage requires different marketing actions.
Source: Hubspot

41. The Inbound Marketing
Personalization As you learn more about your leads over time, you can better personalize your messages to their specific needs.
Source: Hubspot

42. The Inbound Marketing
Multi-channel Inbound marketing is multi-channel by nature because it approaches people where they are, in the channel where they want to interact with you.
Source: Hubspot

43. The Inbound Marketing
Integration Your publishing and analytics tools all work together like a well-oiled machine, allowing you to focus on publishing the right content in the right place at the right time.
Source: Hubspot

44. The Inbound Marketing The Four Marketing Actions
How to interpret the graphic
Along the top are the four actions (Attract, Convert, Close, Delight) inbound companies must take in order to obtain visitors, leads, and customers. Along the bottom are the tools companies use to accomplish these actions. (Note the tools are listed under the action where they first come into play, but that’s not the only place they’re applicable! Several tools, like , can be essential in several stages of the methodology.)
Source: Hubspot

45. The Inbound Marketing Attract
Some of the most important tools to attract the right users to your site are:
Blogging - A blog is the single best way to attract new visitors to your website. Create educational content that speaks to them and answers their questions.
Social Media - You must share remarkable content and valuable information on the social web, engage with your prospects, and put a human face on your brand. Interact on the networks where your ideal buyers spend their time.
Keywords - Your customers begin their buying process online, usually by using a search engine to find something they have questions about. So you need to make sure you’re appearing prominently when they search.
Pages - You must optimize your website to appeal to and speak with your ideal buyers.
Attract
Source: Hubspot

46. The Inbound Marketing Convert
Some of the most important tools in converting visitors to leads include:
Calls-to-Action - Calls-to-action are buttons or links that encourage your visitors to take action – Contact Us Now!
Landing Pages - When a website visitor clicks on a call-to-action, they should then be sent to a landing page. A landing page is where the offer in the call-to-action is fulfilled, and where the prospect submits information that your sales team can use to begin a conversation with them.
Forms - In order for visitors to become leads, they must fill out a form and submit their information. Optimize your form to make this step of the conversion process as easy as possible.
Contacts - Keep track of the leads you're converting in a centralized marketing database.
Convert
Source: Hubspot

47. The Inbound Marketing Close Closing tools include:
Lead Scoring - You’ve got contacts in your system, but how do you know which ones are ready? Using a numerical representation of the sales-readiness of a lead takes the guesswork out of the process.
- What do you do if a visitor clicks on your call to action, fills out a landing page, but still isn’t ready to become a customer? A series of s focused on useful, relevant content can build trust with a prospect and help them become more ready to buy.
Marketing Automation - This process involves creating marketing and lead nurturing tailored to the needs of the lead.
Closed-loop Reporting - Integration with your (CRM) system allows you to analyze just how well your marketing and sales teams are playing together.
Close
Source: Hubspot

48. The Inbound Marketing Delight Tools used to delight customers include:
Smart Calls-to-Action – These present different users with offers that change based on buyer persona and lifecycle stage.
Social media – Using various social platforms gives you the opportunity to provide real-time customer service.
and Marketing Automation – Providing your existing customers with remarkable content can help them achieve their own goals, as well as introduce new products and features that might be of interest to them.
Delight
Source: Hubspot

49. The Outbound Strategy Outbound Marketing (Traditional)
Buying ads, lists, and leads
Publicity from Speaking and Media
TV and Radio Commercials

50. The SEO

51. The SEO
SEO is the single best investment that a local business can make.
WHY?

52. The SEO Benefits It is low cost marketing It increases website traffic
97% of consumers search online to Shop Locally for products, services and information, According to BIA/Kelsey and ConStat
A website can rank for multiple keywords
About 75% of searchers click on “Organic” listings vs. Paid advertisements
It encompasses many of the elements that make up, and lead to Inbound marketing success
More cost effective than PPC (PPC vs. SEO)

53. What is Search Engine Optimization SEO?
SEO is the process of getting traffic from the “organic,” “editorial” or “natural” listings on search engines.

54. What is Search Engine Optimization SEO?
On-Page & Off-Page techniques to help get your website ranked higher in the search engines.

55. What is Search Engine Optimization SEO?
On-page factors – 25-30% (Content) Off-page factors – 70-75% (Links)

56. Local SEO
SEO + Local Search

57. Local SEO Why should you care about local search?
FACT: Internet search is how people search for local businesses today, as traditional methods are becoming obsolete.
FACT: Your prospects and potential customers are actively searching for your products/services online.

58. Local SEO
Local search is a search term + geo modifier. Examples: “real estate agent” (Google knows your location) “real estate broker sacramento” “houses for sale sacramento” Think about the best feature of PPC (geo-targeting) with the power of organic ranking (highly visible and trusted), that is local search.

59. Local SEO This is how local results are displayed.
Google believes this user is looking for local referrals and shows the map, along with local search results.
This is the result of Google Authorship and blogging.

60. The Importance of Position

61. The Importance of Position

62. Getting Started 4 Steps to SEO Success Finding your keywords
On-Page Optimize your website
Off-Page Optimize – Blogging & Link building
Measure Success

63. What is your audience searching for?
1. Keyword research
What is your audience searching for?

64. Choosing the Right Keywords

65. Basic Keyword research
Traffic - # of Searches - Google Adwords Tool
Relevancy – Are they relevant to your services?
Competition – low - high

66. Consider While Choosing
Commercial intent, purchase intent, long-tail vs. short, keyword competition, using tools like Google Wonder Wheel and AdWords.

67. 2. Optimize Your Website Domain Name Page Title Anchor Text
Meta Description
Tags
Page Text (Bold or Keyword Density)
Meta Descriptions
Keywords
Alt text on images (SEO friendly images)

68. 3. Blogging & link Building
Link Popularity analysis
Competition analysis
Link building
One way links
Reciprocal links
Multiple way links
Search engine submission
Directory submission
Press release submission
Article submission
Social media optimization
Participation in blogs, forums, online community and discussion boards

69. 4. Measure Success Keyword Rakings in SERPs
Organic Traffic to website – Has it increased?
Sales – Have they increased?
Ask your customers how they found you

70. Q & A
Ext 1001