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Digital Marketing to Differentiate Your Team to Win More Business

Jan 27, 2020 by

In a competitive sales environment, it is not enough to have good marketing and homebuyer presentations. You and your team members must radically differentiate yourselves in order to compete at a higher level, add value and win!

Having a high-value, impressive marketing presentation is great, but creating a digital format is even better. It also allows you to operate more quickly and respond to requests faster, giving you an even greater competitive edge.

As a marketing tool, digital presentations are key and relevant. Create a digital Pre-Marketing, Marketing and Home-Buying Guide that demonstrates the services you provide for marketing and selling your client’s current home, as well as assisting in the purchase of their next home. Display this on your laptop, iPad or tablet for a fantastic presentation. You can also text or email this to people conveniently and quickly. Imagine during your open house or out in the community, you can tell someone that you will simply text or email them your guide? Cool, right? You will be competing at much higher level.

You can also print these if you want to leave them with a copy of your presentation or guide. Using Adobe Spark as your digital presentation allows you to include a call-to-action button (CTA) to “Book Appointment Now,” as well as drop in video of you and your team, or the community or other services you provide. Use the Adobe Spark pages to create custom marketing pages for your:

  • Pre-Marketing Presentation
  • Marketing Proposal
  • Exclusive Homebuyer Guide
  • Community information with videos and links to schools, rec center, parks, etc.

Offer your digital marketing as a lead magnet on social media. Once you have your digital marketing piece, you can start offering it to potential buyers and sellers through mass email campaigns, social media links and on postcards with a QR code.

Create a landing page and form (where new clients can request your services) with any one of the following messages to help create new buyer and seller leads that you can send your digital marketing piece to as an introduction to you, your team and your amazing services:

  • Want to know the value of your home? Click here for a FREE Market Analysis of your home.
  • Looking to buy a new home? Click here to receive a FREE copy of The ___ Team’s Exclusive Homebuyer Guide!
  • Trying to sell your home by owner? Click here for a FREE report on how to sell your home yourself!

Using digital presentations for new clients before appointments, or on social media as a lead magnet, will help you increase your lead generation and conversion in the coming months. Offering a digital presentation shows you’re ahead of the technology curve and using all the latest video and social media marketing available to not only market your team, but even more importantly, your client’s home. You demonstrate that you are up to speed with technology and marketing tools and will be extremely impressive.

Whether going on a marketing (listing) appointment or a new buyer consultation, your presentation is going to ROCK! You will be adding tremendous value and showing off your marketing skills in your presentations.

For a free copy of my exclusive “Maximizing Social Media to Generate Listings” webinar, click here.

Sherri Johnson is CEO and founder of Sherri Johnson Coaching & Consulting. With 20 years of experience in real estate, Johnson offers coaching, consulting and keynotes, and is a national speaker for the Homes.com Secrets of Top Selling Agents tour and the Official Real Estate Coach for McKissock Learning and Real Estate Express. Sign up for a free 30-minute coaching strategy session or visit www.sherrijohnson.com for more information.

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The 4 Best Types of Digital Advertising and When to Use Them

Sep 29, 2019 by

While real estate will always be a relationship business, the nature of those relationships is becoming increasingly more “digital.” In fact, the National Association of REALTORS® (NAR) claims that 44 percent of recent buyers looked online at properties for sale, while only 17 percent first contacted a real estate agent.

Getting in front of that prospect with digital advertising during the home search period gives real estate professionals a huge advantage. Placing ads online can be arduous, but when done well, it can change a business. Before diving in, it’s important to understand the four best types of digital advertising—and how to mix them into your marketing strategy.

  1. Display Ads

Display ads are the billboards of the internet. Haunting the perimeter of our digital life, display ads follow us as we catch up on our favorite blogs, look for travel deals or browse Amazon. While you can specify where these ads show up based on certain parameters, you’ll commonly find them along the sides or top of your screen.

Real estate professionals should use display ads to target their prospects on sites where an ideal client would browse, like an online local event calendar. Due to the broad nature of display-ad targeting, a lot of people will see your ad, but many of them won’t be actively looking for a real estate professional. This is one of the main reasons why display advertising can be less expensive than other advertising.

  1. Search Ads

Search ads are a highly targeted form of digital advertising. They’re the ads you see at the top of search result pages when you Google something. When you place these ads, you select the keywords or search terms that your client would use to find you. This methodology gives you access to a prospect while they’re actively searching for a service provider. The downside to this ad channel is cost. Other “Denver Real Estate Agents” are likely bidding on those same keywords, so this method has the potential to get expensive.

  1. Retargeting

Retargeting is a cookie-based online advertising method that serves ads to people who have previously visited your website. According to ReTargeter, only 2 percent of web traffic converts on the first visit, which means 98 percent of users leave without taking action. While Amazon is king when it comes to product retargeting, real estate professionals can use the same tactic by installing a simple line of code on their website. When a prospect visits their site, their code collects the data. They now have the resources to serve those prospects display ads on other sites.

  1. Social Media

Consider these numbers: There are 1.65 billion social accounts globally with 1 million new social users added every day. This amount of activity is incredible, but it has caused organic social media efforts to become futile. Placing paid ads is often a more effective way to reach your prospective clients for a relatively low cost.

PlanOmatic has developed an easy-to-use tool called CaptuRE, which allows you to use the photos and floor plans from your PlanOmatic order to quickly place ads on Facebook. Product developers have done all the heavy lifting, so prospects will see live, targeted listing ads for only $ 49 a week.

Digital marketing skills are critical to successful real estate businesses. You need prospective leads to think of you while they’re looking for real estate online. Adding digital ads to your marketing mix will give your brand a competitive edge.

Lauren Maloney is the marketing manager at PlanOmatic. For more information, visit www.planomatic.com.

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How Digital Real Estate Can Help You Gather Leads

Jun 20, 2019 by

Digital real estate is defined in many ways, but generally, it refers to your virtual presence on the internet, including social media accounts, website domains, email messages and other digital mediums to which you contribute, control or that have your identity represented. For most of us today, social media represents a large portion of our digital real estate, including these platforms:

Facebook
Facebook is perhaps the most well-known social media site. It allows users to share statuses, photos, videos and comments on their own posts and on the posts of others. Facebook can be used for personal or business purposes, and can be useful in communicating and connecting with current and potential clients, as well as for sharing business news, updates and products. According to Facebook, as of December 2018, there were 1.52 billion daily active users and 2.32 billion monthly active users on the platform.

Instagram
A photo and video sharing app with comments and filters, Instagram reports 500 million daily active users and over 1 billion active monthly users. Instagram focuses largely on images, and posts are often shorter and more concise than those found on Facebook, and comments can be enabled.

Twitter
This social media platform allows users to post short messages called “tweets,” as well as to comment on the posts of others. As of the third quarter of 2018, Twitter had 326 million monthly active users worldwide. 

LinkedIn
According to LinkedIn, the site is the world’s largest professional network with more than 562 million users. The company describes its mission as connecting the world’s professionals to make them more productive and successful.

YouTube
An online platform where users can share videos and comments. As of May 2018, YouTube had 1.8 billion logged-in monthly viewers. 

Pinterest
Users can upload, save, sort and manage images and ideas, known as “pins,” and videos on screens known as pinboards, as well as view the pinboards of others. According to Pinterest, 250 million people use the site each month.

Other digital real estate can include: 

  • Websites, whether a page on your broker’s website or your own domain
  • Email and text campaigns and communications
  • Personal and business blogs
  • Podcasts
  • Apps

Since your digital real estate can be an important tool in gathering sales leads, communicating with current and potential customers and projecting your professional image, it’s important to manage it well. Here are some tips:

  • Make an appraisal of your digital real estate periodically. Look at all the sites where you have a presence, and evaluate which ones are serving you well and which you could manage better or perhaps do without altogether.
  • Start thinking about your digital real estate as a whole. How do the platforms work together to portray you and your services? Could you be using them differently to make a better impact? Which platforms do you use the most and which get the most engagement from others?
  • Consider getting help managing your digital real estate. A professional marketer with digital experience may be able to help you leverage your digital real estate for better results.
  • Maintain your digital real estate. To raise your profile, it’s important to make regular posts, comment frequently on other posts and to keep platforms and sites updated.

For more articles like this, visit the American Home Shield® Home Matters Blog.

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Cartus Accelerates Into Next Phase of Digital Transformation With Reinvigorated Client Experience

Feb 6, 2019 by

Cartus Corporation, a Realogy company and a market leader in global mobility, has a dedicated focus on creating innovative technology for clients, customers, partners and employees. With key leadership in place and a clear strategy, Cartus is poised to drive the business forward by building expertise in areas such as product innovation, digital transformation and predictive analytics.

The recently-launched version of the new client interface in CartusOnline® is the first of many planned tech enhancements Cartus will be unveiling over the coming months. This latest reinvigorated version incorporates dynamic data analytics while offering a modern look and feel for an enhanced user experience. All clients will benefit from advanced business intelligence and data visualization right on their homepage.

The new homepage offers mobility leaders a complete snapshot into their active relocations. Key features include:

  • Simplified navigation and streamlined interactivity
  • Integrated data visualizations with enhanced drill-through capabilities
  • Powerful ad-hoc reporting capabilities to build your own reports from the ground up
  • Consolidated “To Do” items with color-coded badges
  • Move phase categorizations
  • Integrated feedback mechanism
  • Responsive, mobile-friendly design
  • Advanced keyboard shortcuts for power users

In a truly collaborative effort, the Product Solutions team aligned with Cartus Account Management to develop this new client experience. The redesigned client interface provides enhanced access to tools and incorporates key features based on client suggestions and feedback.

MovePro Vision available for clients with significant supporting data

Cartus recently unveiled their next predictive analytics innovation for global relocation, MovePro VisionSM. MovePro Vision is the first client-facing product designed to anticipate events and provide data-driven decision support during the corporate relocation process. Clients who have completed a statistically significant number of moves—which is required to generate the data needed to fully benefit from this technology—can designate MovePro Vision access to key mobility leaders.

MovePro Vision is powered by LEAP, Cartus’ Leading Edge Analytics Practice, which predicts and develops insights based on the company’s rich history of industry-exclusive data:

  • 3 million relocations
  • 7,700 unique country combinations
  • 80 million financial transactions

“Whether you’re managing dozens of moves in a single country or thousands of assignments across multiple continents, relocation is a complex machine,” says David Pascoe, senior VP of the EMEA and APAC regions at Cartus. Our reinvigorated client experience simplifies the entire online management process by putting the most relevant tools and information at your fingertips from the initial log-in. From verifying expenses, authorizing new assignments or predicting exception trends, the new client experience is designed to provide our clients what they need to make their job easier and your employees’ moves better.”

“It is an exciting time to be at Cartus,” says Michelle Vallejo, senior VP of the Americas region at Cartus. “We have a sharp focus on developing technology that delivers substantial benefits for our clients and customers. We initiated in-depth discussions with a variety of stakeholders and were able to incorporate many of their ideas and suggestions into our new client interface. The result is a clean and fresh look with easy-to-navigate pages filled with pertinent information.”

“Cartus’ technology evolution is focused on creating a smarter and more intuitive digital experience across all of our products and services,” says Nica Ganley, VP of Analytics and Technology Solutions at Cartus. “With our shift to an ‘Agile Development’ model, we will be able to meet client needs in a timely manner while offering flexibility in adapting to their changing priorities.”

For more information, please visit www.cartus.com.  

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The Complete Digital Real Estate Experience: Realogy and Notarize Come Together to Close the Online Transaction Loop

Jul 7, 2018 by

July18_TRG_Cover_300x420Technology is becoming increasingly central to every aspect of our lives, and the buying and selling of homes is no exception. Not long ago, brokers had to convince agents to include photos with their online listings, and communicating with clients using video and text message was unthinkable. However, the proliferation of smartphones and advancements in web-based technology over the past decade dramatically changed how the real estate business is conducted. Real estate agents and consumers are now armed with a device that is a phone, a computer and a camera, right in their very own pockets.

As a result, Realogy Holdings Corp. has been working diligently to digitize the real estate process, seeking to streamline its many moving parts for all those involved in the transaction: buyers, sellers, brokers, agents, lenders, mortgage investors, title companies, government entities, and more.

As the leading and most integrated provider of residential real estate services in the United States, with more than 190,000 affiliated agents, Realogy has impressive access to data and assets that can translate into tools and innovation. Realogy spends more than $ 200 million annually on technology and is laser focused on its strategy to build, partner and buy best-in-class solutions designed to optimize agent recruiting and productivity by providing a more seamless user experience for agents.

“We have always been dedicated to creating exceptional real estate experiences for our customers,” says NRT President and CEO Ryan Gorman. “While we place great value on personal and face-to-face communication with our customers, we want to lead the industry with digital solutions that elevate and simplify the process of buying and selling.”

As Title Resource Group (TRG) Chief Strategy Officer Walter Mullen aptly puts it, “It takes a village to make a real estate transaction come together. From looking at homes with a local agent to securing the mortgage loan to the transfer of legal title, a mound of paper requiring signatures stands between the purchase agreement and the closing of the deal.”

As the real estate transaction forges ahead into the digital age, an increasing number of busy consumers are more empowered thanks to the ability to have required documents not only signed, but now also legally notarized online, as an increasing number of states pass legislation allowing digital remote notarizations.

Ryan_Gorman_PQ_p93In February 2018, the National Association of Secretaries of State adopted nationwide standards for online notarization. In June, Texas became the third state to authorize its commissioned notaries to perform online notarizations for signers from around the world who appear live before the notary on a screen via real-time, two-way audio-video conference software. According to Notarize, the first notary public platform to enable legal online document notarization, eight states have now passed laws allowing online notarizations (at press time), with additional states considering laws this year.

In a move to advance the digital real estate experience for its affiliated sales associates, mortgage and title companies and its customers, TRG’s parent company, Realogy Holdings Corp., has now made an investment in Notarize. The expected addition of digital notarization to Realogy’s suite of offerings will advance the company’s goal of providing agents with a completely digital real estate transaction.

“Notarize technology will allow TRG to better serve the growing number of customers who prefer online digital solutions,” says Don Casey, president and CEO of TRG. “Moving toward a full digital closing has been one of our strategic objectives for some time, and Notarize has helped tackle the legal and technical barriers to help make the digital real estate transaction a reality. Realogy’s investment in Notarize positions us at the forefront of change as the industry takes a step toward making buy-sell transactions, refinancing a home or executing a lease 100-percent digital.”

Pic_p94_1300px

(L to R): Nikolaos “Nik” Athanasiou, Chief Operating Officer, Guaranteed Rate Affinity; Don Casey, President & CEO, TRG; Walter Mullen, Chief Strategy Officer, TRG

“We believe that remote notarization will provide a timely and distinct advantage for today’s mobile buyers and sellers and for military stationed abroad,” adds Casey. “The enthusiasm for the technology is company-wide.”

“We expect this online option will provide security and technical flexibility to our customers, who would no longer have to find babysitters or take time off from work to sign before a notary,” says Scott McCall, CEO of Title Resources (TRG’s Underwriter). “We are excited to continue to move toward modernizing the closing process and bringing the chore of signing paperwork into the 21st century.”

“From a title perspective, it’s a great tool for people with daytime conflicts,” Casey explains. “They can come to the virtual closing table long after business hours or even while they are traveling.”

PQ_p94_300pxThe electronic option brings state-of-the-art efficiency to the traditional real estate transaction and helps eliminate potential failure points, explains Gorman.

“It has long been a logistical challenge—and a pain point for buyers and sellers—to have to drop everything, drive to an office and sit before that notary to sign real estate-related documents,” says Gorman. “We are always looking for innovative technologies, such as those offered by Notarize, to make the home-buying and -selling process seamless.”

Realogy mortgage partner Nik Athanasiou, COO of Guaranteed Rate Affinity (GRA), is glad to see the practice gaining momentum.

Pic_p95_1300px

(L to R): Adam Pase, Co-Founder & COO, and Patrick Kinsel, Founder & CEO, Notarize

“There is no question that remote notarization puts the customer in the driver’s seat,” he says. “It streamlines the mortgage process, eliminating the need for overnight mail service, fax or hand-carried paperwork—and provides absolute transparency because customers input their own information at the time and place that works best for them.”

Government entities will also benefit in this further digitization and streamlining of the real estate transaction. “Freddie Mac is proud to be one of the early pioneers to accept electronic loan documents,” says Sam Oliver, vice president of Major Project Execution for the Single-Family Business at Freddie Mac. “We’re excited to continue working with Notarize to make 100-percent online e-closings a reality. Their partnership with Realogy and Freddie Mac via Guaranteed Rate Affinity will provide a more convenient, secure and end-to-end solution for borrowers today.”

The rapid acceptance of remote notarization comes as no surprise to Adam Pase, co-founder and COO of Notarize.

PQ_p95_300px“We are taking a historic process into the present,” says Pase. “So much of the real estate transaction has been conducted the same way for decades, but customers are expecting a new experience that empowers them on their terms, anytime, anywhere. Now, Realogy’s companies will have the opportunity to be the vehicle to provide this solution to its customers.”

Founded in 2015, Notarize serves a national audience, empowering notaries in Virginia, Texas and Nevada to serve customers online in all 50 states on a 24/7 basis, with new states expected to come online soon.

“Our goal is to provide our brands and agents with leading-edge technology to help customers overcome last-mile problems,” Gorman adds. To him, Realogy’s investment with Notarize validates the company’s longstanding commitment to industry-leading technology solutions and leveraging these tools at scale.

Realogy has been demonstrating its commitment to far-reaching digital solutions with recent innovations such as ZapLabs, an IT transformation project designed to keep agents and consumers better connected throughout the real estate transaction, and its FWD Innovation Summit, which brings technology start-up companies focused on real estate in front of the company’s decision-makers. The company’s lead management program is also leveraging AI to increase lead quality and conversions.

Just this past February, Cartus, the company’s relocation arm, launched its Leading Edge Analytics Practice (LEAP) platform, using predictive analytics, data science and artificial intelligence to drive improved levels of service.

The program’s interactive timeline, for example, uses advanced analytics and data acquired over millions of moves to help human resource and mobility managers predict and update employees’ relocation journeys as each move progresses.

A 2017 report from the National Association of REALTORS® on real estate in the digital age confirms that while the initial search for property may have begun online, 88 percent of buyers in 2016 worked with an agent to find their home. But as digital devices play a larger role in every phase of daily life, and consumers continue to seek out new ways of doing business, maximizing technology can be a challenge.

It is a challenge Realogy, NRT, TRG, Guaranteed Rate Affinity, Title Resources and Notarize take on with enthusiasm.

As Mullen says, “We are going where the consumer is heading.”

For more information, please visit www.TRGC.com.

For the latest real estate news and trends, bookmark RISMedia.com.

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