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Pushing The Envelope

Pushing The Envelope. Differentiating Your Digital Presence Chris McKeever Center for REALTOR Technology National Association of REALTORS. The Journey Begins. The secret NAR department Traditional Digital Marketing Getting Personal Web Reborn (2.0) Responsiveness Competitive Threats.

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Pushing The Envelope

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  1. Pushing The Envelope Differentiating Your Digital Presence Chris McKeever Center for REALTOR Technology National Association of REALTORS

  2. The Journey Begins • The secret NAR department • Traditional Digital Marketing • Getting Personal • Web Reborn (2.0) • Responsiveness • Competitive Threats

  3. The Center for REALTOR®Technology CRT – we like acronyms ... serves REALTORS® and REALTOR® associations as an industry advocate, implementation consultant and technology information resource CRT is a member resource!

  4. Advocacy Helping the industry, while advancing it. • Technology Speaker Series • Standards • RETS – Real Estate Transaction Standard • Data Policies • IDX/VOW

  5. Implementation Proof-of-concept to Production Ready. • RETS • Variman – MLS Data Exchange • ezRETS – MS-EXCEL Data Plug-in • REALTOR® Secure – Security Audit • Messenger – VoIP Message Server • Many, Many More…. http://www.crt.realtors.org/crtprojects.html

  6. Information What we discover, we give back to you. • Website/Blog • Whitepapers online • Convention Tech Sessions • Blogger/Wireless • facilities and discussions

  7. Who we are Small dedicated staff with a member serving technology focus: • Keith Garner <kgarner@crt.realtors.org> - Managing Director • Ian Smith <ismith@realtors.org> - Senior Technical Analyst • Chris McKeever <cgmckeever@crt.realtors.org> - Strategic Architect • Erika Luba <eluba@realtors.org> Communication Coordinator • Andrew Tillman <atillman@crt.realtors.org> - Senior Developer

  8. Member Resource • At your disposal • http://www.crt.realtors.org • Info@crt.realtors.org • http://blog.realtors.org/crt/ • AskATech@crt.realtors.org

  9. Digitizing Yourself From Traditional to Radical

  10. Who Searches online? • 84% first time buyers • 79% repeat buyers 2006 NAR Home Buyer and Seller Survey

  11. Digital Identity • Defines who you are: • Personality • Expertise • Contact information • Maintain relationships • Foster new relationships

  12. The way it’s done • Website • Online business card • eFlyers/announcements • Stay connected • Listing Search and Alerts • Digital ‘black book’ • Bring Consumers to you

  13. Umm…How’s that different?

  14. New Paradigm: Think Open • Match your own online expectations. • Feeling of control • No sales pitch • Full inventory • No restrictions, let them drive the search • Create a desire to register • Subscription – Daily/Weekly/Hotsheet • Customizable Search • Agent View/Recommend Mode

  15. What’s My Role Again? • Never Capture Every Visitor • Its about exposure • Selling you and your service • Value Added • Building/Unit Knowledge • Area Information • Process know-how • Increase their efficiency • Reduce the let-down

  16. Getting Exposure Website and Email Everywhere • Advertising • Business Cards • Voicemail • Meet and Greet • Cold Calls Let them come to you

  17. Competing for the Inbox • Push verse Pull • ‘Shot Gun’ Approach • No defined audience • Flagged as SPAM • Reduced effectiveness Need a better way to stand out

  18. Time to Get Personal • Blogging • Real Time Communication • Social Networks

  19. Blogs “A Web Log, a journal that is frequently updated and is intended for general public consumption. Blogs generally represent the personality of the author.” • Authoritative voice • Relatable viewpoints/concerns • Services: • REALTOR.com • ActiveRain.com • Blogger.com • Wordpress.com

  20. Communication • Real Time Assistance Online • Plugoo.com / meebo.com / userplane.com • Call Center/Admin • Direct to an agent • Stay Connected • Micro-blogging • jaiku.com / twitter.com

  21. Social Networks • Online Sphere • MySpace • Facebook • LinkedIn • Fatdoor.com • Q&A Services • TruliaVoices (trulia.com) • Homethinking.com • Flippingpad.com

  22. Web 2.0 “…a second generation of services available on the World Wide Web that lets people collaborate and share information online” - Wikipedia

  23. Perpetual ‘Beta’ – always evolving • Fast, interactive experience • User-generated content • “collective intelligence” • “radical trust” - community self-edits • Feedback via ratings and “votes” • Syndication and Remixing (“mash-ups”) • Taxonomy • Detailed categorization (tagging)

  24. Real Estate 2.0 • Focus on the consumer • Overnight ‘competitive’ sites • Aggregate useful content • Taxes, crime, listings, points of interest • Accessible Data • Shared via different mediums • Gadgets / Widgets / Mash-ups • Social Web/Bookmarking

  25. Social web “open global distributed data sharing network similar to today's World Wide Web, except instead of linking documents, the Social Web will link people, organizations, and concepts.” • Tagging • ‘West Clay’, ‘sauna’, ‘roof top’ • Collaboration • Contact Managers (partner/admin) • Property Recommendation/Feedback • Documents • User Feedback • Agent / Property Feedback • ZipRealty – property comments

  26. Data Aggregation • Geo(graphically)-Aware • Google / Yahoo / Microsoft Maps • Crime data • www.ChicagoCrime.org • http://imaps.indygov.org/cvc/ • Campaign Contributions • (http://www.cs.indiana.edu/~markane/i590/contributors.html) • Proximity Search • Metra, Starbucks, etc • What’s Your WalkScore (walkscore.com) • School Data

  27. Data Accessibility • Painless Access • Someone else will do it (better or not) • Syndication of inventory • GoogleBase, Trulia, Zillow • RSS Listing Feed • Search criteria • New Listings • Price Reductions

  28. Gadgets Galore • ‘Mash-Ups’ • Distributable • Embeddable • Start Pages • ‘Pull’ Technology • Lower IT Barrier

  29. Gadgets and more gadgets Drop right in web pages HousingWidgets.com

  30. Cell Phone Listings • SMS listing information • Real Time Leads • ‘Call back and show now’ • House4Cell.com • CellSigns.com

  31. Video Tours • The ultimate gadget • YouTube • Wellcomemat.com • Rich Media Presentations • http://www.tedtruit.com Dazzle Them With Zazzle!

  32. And Beyond… • The MetaVerse • Virtual World where relationships are formed and Real Estate is sold • Millions of Dollars in Virtual Property

  33. You got them, now what? • Components of Digital Identity • Exposure • Email / Website • Services for the consumer • Fostering Relationships

  34. Hello? Are you there? • Average email response: over a day • Phone Email? • Email Alerts • Mobile Listing Info

  35. Mobile Messaging More powerful than the auto responder… Faster than getting to the office… With you at all times… • Cell Phone/PDA Email • Filter Emails – Instant Notification • 3125551212@cingularme.com

  36. Are You Digitized • Find your voice • Not Every Technology Applies • Offline principles have online compliments • Leverage what you are good at offline and bring it online • Its all about communication

  37. Competitive Threats • Who? • What? • Where? • Why? • When: NOW

  38. The Players

  39. The New Breed • Lead Generators • Data Aggregators 84% of buyers searched for a home online • The monolith is dead • Exploit the net (Web 2.0) • Their value is gained from your content. • Use your content to get in front of you.

  40. Where’d They Come From? • 2nd rule of Physics • “Without artificial constraints, all things tend to disarray” • Rudolf Clausius, German Physicist • Consumer Rights • “Consumers have rights and reaching them needs a new Paradigm” • Steve Gillmor, Author • Technology • “Efforts to promote Social good are ineffectual compared to unbridled market forces” • Adam Smith, Economist • Expectations • “Generation X: The accelerated Culture” • Douglas Coupland, Author • The Product • “The value of goods are derived from its Utility to the user, not the labor spent in producing it” • Jean Baptist-Say, Economist

  41. The Industry is lagging • Misunderstanding the audience • Consumers go unheard • Technology initiatives minimal • Control of data too extreme

  42. Friend or Foe? • Each is different • Value can be derived from each • Depends on how it is used/leveraged • No single answer

  43. Question Everyone • Keep abreast of Technology • Speak with your MLS and Association • Understand their technology growth plan • Work with them in defining objectives • Exploit ‘The Enemy’

  44. Leverage Resources • “Resistance is futile” • Alternative marketing mediums • Googlebase, Trulia, Craigslist • Understand the pay model • Don’t just pay to play • Monitor ROI • Merge strategies • Don’t fall victim

  45. Ask Away…….Q&A Chris McKeever <cgmckeever@crt.realtors.org> • http://www.crt.realtors.org • Info@crt.realtors.org • http://blog.realtors.org/crt/ • AskATech@crt.realtors.org

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