Kyle Cossanos Real Estate Marketing Presentation

Digital Marketing for Real Estate
Presented By:
Kyle Cassano
Sacramento Marketing Labs
Who am I?
I am Kyle Cassano
I help business owners, entrepreneurs, and
Increase Sales
In order to grow their businesses and increase
Educational Credentials
Strategic Communications (Public Relations)
Master of Business Administration
Social media and digital marketing strategist for
5 years working within many industries.
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
Sacramento Marketing Labs been featured in /
mentioned by:
Digital Marketing Challenges
Digital Marketing: Challenges
Social Media Overload
Understanding Social Media
Ranking for Keywords
Productivity & Time Management
Measuring & Monitoring
Making Enough Money
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
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
Digital Marketing: Challenges
Ranking for Keywords – Getting enough traffic to generate leads.
Get found online when people are searching for the services you
– On-Page Optimized?
– Off-Page Optimized?
– YouTube Videos?
• Low conversion rates make it necessary to have high traffic
• It is difficult to get high traffic when you’re first starting to
build a following – Convert with content!
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)
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
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
Overcoming the Challenge
Overcoming the Challenge
Fortunately, digital marketing challenges in REAL ESTATE are
simpler to overcome, versus challenges in most other industries.
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
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
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
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”
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.
Overcoming the Challenge
So many different opportunities / areas
Residential Rentals
Residential Sales
Commercial Rentals
Commercial Sales
Different Local Markets
The Strategy
The Strategy
Your digital marketing strategy should consist of inbound and
outbound tactics, that align with your traditional marketing
1. Inbound – SEO and Social media
2. Outbound – Publicity from Speaking and Media
The Planning
The Planning
Planning – 5 Things You Must Know Before You Start
1. Why are you going into social media?
2. How does your social media plan support you overall
marketing plan?
3. How are you going to represent your brand online?
4. Who is your audience and where do they live online?
5. How will you measure success?
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?
The Planning
• Task: Create a list of the key reasons why you're joining a
social media site. Be specific about the outcomes you hope to
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?
The Planning
• 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.
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?
The Planning
• Task: Brainstorm with your marketing advisors about how
your company will represent itself, before you launch.
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?
The Planning
• Task: Research your audience and write up your policy. There
are many online resources for creating a social media policy.
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
• For others, social is about building up a brand name, satisfying
customers, or generating inquiries or names on an email list.
The Planning
• 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.
The Inbound Marketing
Source: Hubspot
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
Source: Hubspot
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
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
The Inbound Marketing
As you learn more about your leads over time, you can better
personalize your messages to their specific needs.
Source: Hubspot
The Inbound Marketing
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
The Inbound Marketing
Your publishing and analytics tools all work together like a welloiled machine, allowing you to focus on publishing the right
content in the right place at the right time.
Source: Hubspot
The Inbound Marketing
The Four Marketing Actions
Source: Hubspot
The Inbound Marketing
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.
Source: Hubspot
Pages - You must optimize your website to appeal to and
speak with your ideal buyers.
The Inbound Marketing
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-toaction, 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
Source: Hubspot
Contacts - Keep track of the leads you're converting in a
centralized marketing database.
The Inbound Marketing
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.
Email - 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 emails 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 email
marketing and lead nurturing tailored to the needs of the
Source: Hubspot
Closed-loop Reporting - Integration with your (CRM) system
allows you to analyze just how well your marketing and sales
teams are playing together.
The Inbound Marketing
Tools used to delight customers include:
Smart Calls-to-Action – These present different users with
offers that change based on buyer persona and lifecycle
Social media – Using various social platforms gives you the
opportunity to provide real-time customer service.
Email 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.
Source: Hubspot
The Outbound Strategy
Outbound Marketing (Traditional)
• Buying ads, email lists, and leads
• Publicity from Speaking and Media
• TV and Radio Commercials
SEO is the single best investment that a local business can make.
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
• A website can rank for multiple keywords
• About 75% of searchers click on “Organic” listings vs. Paid
• It encompasses many of the elements that make up, and lead
to Inbound marketing success
• More cost effective than PPC (PPC vs. SEO)
What is Search Engine Optimization
SEO is the process of getting traffic from the “organic,” “editorial”
or “natural” listings on search engines.
What is Search Engine Optimization
On-Page & Off-Page techniques to help get your website ranked
higher in the search engines.
What is Search Engine Optimization
On-page factors – 25-30% (Content)
Off-page factors – 70-75% (Links)
Local SEO
SEO + Local Search
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.
Local SEO
Local search is a search term + geo modifier.
“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.
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
The Importance of Position
The Importance of Position
Getting Started
4 Steps to SEO Success
Finding your keywords
On-Page Optimize your website
Off-Page Optimize – Blogging & Link building
Measure Success
1. Keyword research
What is your audience searching for?
Choosing the Right Keywords
Basic Keyword research
Traffic - # of Searches - Google Adwords Tool
Relevancy – Are they relevant to your services?
Competition – low - high
Consider While Choosing
Commercial intent, purchase intent, long-tail vs. short, keyword
competition, using tools like Google Wonder Wheel and
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)
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
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
[email protected]
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