Knowing how to market your services online can be very powerful. In the Real Estate field it can certainly be the difference maker in whether or not a client chooses to hire you or NOT! Anyone who is in the Real Estate field knows that Realtors are a dime a dozen. 
Unfortunately, there are very low barriers to entry for becoming a licensed Real Estate agent. When the market was booming every Tom, Dick, Harry and Mary wanted a license into the promised land of easy money. They came in droves hoping for that rags to riches story.
THEN THINGS CHANGED....The 3 P's of Real Estate no longer worked. Put a sign in the yard, put it in MLS, and pray. This marketing strategy used to work for many agents when the Real Estate market was booming.
Real Estate was Easy Street. Multiple offers and home values rising by the month. There was much less marketing skill involved in the business. Commission checks were easy to come by.
Heck you could price a home improperly and a few months later it wouldn't matter because the market would have caught up to your mistake. An inexperienced Realtors blunders could suddenly turn genius. Those were the days.
The Real Estate market today is much different. Terms such as recession, short sales, mortgage meltdown, foreclosure, and stock market crash are all common terms we deal with on a daily basis. There are no lines forming at the door to the division of Real Estate licensure anymore.
In fact the Real Estate business is going through a consolidation at the moment. Many of the agents who didn't realize that you need to invest a serious amount of time and energy in actually working your tail off are getting out just as fast as they entered.
There is also another set of agents that just don't know what you need to do in order to be successful in a challenging market. Up until a few years ago, a Realtor that entered the business in the last ten years had not seen a down Real Estate market. Times have changed and so should your thought process about picking a good Realtor.
If you were looking for skill sets of the best Realtors it would be those that know how to price homes accurately and those that have a strong grasp of online marketing.
The Internet has grown by leaps and bounds. Survey after survey says that over 84% of all buyers find their home from an online search!
If your considering selling your home would you not want to be with the Realtor who provides a dominate online presence for their clients? The agent that is not going to tell you what you want to hear in order to get the listing?
I have mentioned this on many occasions so I may be preaching to the choir but using Google as an interview tool can be very important.
Here are two tips...Google the agents name you are considering and also ask them for an address of a home they are marketing.
You should Google both of them. If the agent knows anything about Social marketing there should be pages and pages of results for their name! You should be able to quickly get the picture as to whether or not this agent is Internet savvy.
When you Google an address of a home they are marketing, you will be able to see all the sites that the home is being marketed on. Think about this for a moment...if you Google a homes address and don't come with anything you have found a Realtor that follows the 3 P's of marketing. Run for the hills Amigos this is not what you want!!
Besides Real Estate, one of my passions is SEO (search engine optimization). When a client hires me to sell their home it will be found everywhere online.
My clients home becomes front and center for those buyers looking to make a move.
A good Real Estate professional understands the importance of implementing a social media strategy into their marketing plan.
The goal is to provide the greatest exposure to my Real Estate listings, while also generating worth while hyper-local, geo targeted content that can be found through the search engines.
So how is this accomplished? Well 1st let me tell you it now takes days to get the marketing set up for clients home I am representing! I am not going to go into great detail, as I do not want my competitors trying to duplicate my efforts but will give you a small glimpse.
The 1st thing that is done is getting the listing into my website that covers Real Estate sales in Metrowest Massachusetts. This website is highly indexed by Google and will usually come up on the 1st page for anything related to Real Estate in the towns I cover.
This is important because if the site can not be found what good is it? My knowledge of search engine optimization has allowed me to have a top ranked Real Estate site. One of the amazing parts of my site is the ability to syndicate the listing to some of the most heavily traveled Real Estate sites at the click of a button. The graphic above shows the power of what I am talking about. Some of the best sites include Zillow, Trulia, Cyberhomes, Google, and Yahoo.
The next thing I do is create a blog post of the listing. There will be pictures, descriptions, links and possibly an imbeded video tour. Again, my Active Rain blog is highly indexed in Google (what you are reading). It comes up all over the place for any kind of local Real Estate search. I also have two other blogs that widen the net for even more visability at Bill Gassett's Trulia Blog and Metrowest Real Estate Blog.
One of the most important consideration for any Real Estate marketing campaign is the use of a video presentation. I will use the Real Estate Shows and have a video slide show sent to Realtor.com, MLS (multiple listing service) and also YouTube! Here is a sample of a home I just sold at 152 Stagecoach Road Holliston Mass using the Real Estate Shows.
This is just scratching the surface of what I provide my seller clients. The fact that my sites come up all over
local Real Estate searches has brought a fair amount of business my way. In fact this week I will be closing on a Short sale and I never even met the seller!
He happened to read an article I wrote about short sales and also found my Real Estate website while doing a local search. He interviewed me over the phone. He had been transfered out of the area and was renting his home. The tenants moved out and he needed to sell it or he would have ended up in foreclosure.
Fortunately for me I get leads like this all the time. Lately I have even been getting calls for advice from people located in other parts of the country about the possibility of doing a short sale. This happens because they read my articles which come up in the search engines.
Foreclosure Avoiding it Through a Short Sale or Loan Modification
Deed in Lieu of Foreclosure and Short Sales
Sometimes they can be helped and other times it is too late as foreclosure has reached their door step. The point is the internet is a powerful sales tool for those that use it. Having a Realtor with a social marketing strategy in your corner is a smart move!
Caution...Realtor above that could not spell commission might not be your best bet.
______________________________________________________________________________________________________
About the Author: The above information on social marketing, blogging, short sales and the seller I never
met was provided by Bill Gassett, a Nationally recognized leader in his field. Bill can be reached via email at billgassett@remaxexec.com or by phone at 508-435-5356.
Have a home to sell in Metrowest Mass? I have a passion for Real Estate and love to share my marketing expertise!
For Metrowest Massachusetts Real Estate and homes see Metrowest Mass Real Estate. Want to have MLS access to beat other buyers to your dream home? Sign up with no obligation at my MLS Property Finder Site.
I service the following towns in Metrowest Massachusetts: Hopkinton, Milford, Upton, Southboro, Westboro, Ashland, Holliston, Mendon, Hopedale, Medway, Grafton, Northbridge, Uxbridge, Franklin, Douglas, and Framingham MA.
Click here to view Bill Gassett's Real Estate profile.
SUBSCRIBE TO MY METROWEST HOMES BLOG via email.
Building lasting relationships by helping people move in and out of Metrowest Massachusetts for the last 23 years.
great info on the post and I will be subscribing to your blog for more info...thanks
I am a new subscriber, too, after reading this one and the one regarding deed-in-lieu. Great information for clients...although I do not practice law, I like to send them to places where they can get information for themselves to help make decisions. Appreciate the time it took to put it all together.
If anyone wants to make real money in RE, then then need to get into the investment side of the game. And that takes lots of time and hand-holding. And did I mention access to funds?
Bill, great post ! You have certainly taught Stephanie and I a lot about internet marketing and we experienced some benefits in 2008 and are pumped up about 2009. You are so right about the seller Googling the agent and a property address as part of their process to make a decision. Why wouldnt anyone list with the top internet marketer in their area ? Great minds do think alike : )
Also, congrats on that short sale deal - another example of lead generation through informative and consistent content as well as your top SEO strategies for the consumers to find you. ~ Chris Somers
p.s. - not sure what is up with that 3rd comment ?? LOL
Randall - Thanks I appreciate the compliments on my article. There is no question that social marketing and internet exposure are two very important consideration when picking a Realtor.
Suzanne - Thanks as well for the compliments. The posts about short sales have helped a few people out as they are found very easily online. Part of what I should also have mentioned is good tracking software to know what you are writing about is well received.
Chris - Thanks very much! I am excited about 2009 as well. I am glad some of my articles have been a benefit to you guys. I am sure you will do very well in 09. My internet business continues to grow because I do have an online marketing strategy.
This was a great post. I bookmarked it so I can come back and use the ideas. I'm also going to check out the other posts you referenced.
I may have to contact you about re-bloggng this on FocusOnCrofton later this month. Hearing this stuff from an independent authority certainly rings better with consumers than hearing it from an agent who wants their business.
Stacey-Ann - I appreciate the kudos. If you really spend the time learning SEO and social marketing it can really improve your business. If you look back a ways back in my blog you will find some good ideas on how to improve your business online.
Margaret - Sure that would be great. I would be more than willing to help you out.
Bill, So glad I stopped by this blog. I will be bookmarking to follow up on the many ideas inbedded in here. Thanks for sharing.
Beautifully done. Learning social marketing is a top intention in 2009 and we are also going after REO work - don't be TOO hard on those who misspell
Wonderful Bill! This post like a New Year's parade, celebrating all the bells and whistles that DO manage to keep homes moving in this market. And NO more addresses to be found on EASY STREET and MEMORY LANE since Social Media and the Information Highway came through! (And you do a great job of keeping all the bases covered on the east coast with all the gizmos and applications pitched from those geniuses on the west coast!) I'll be knocking on your door for more notes this year. Hope you won't mind! :-)
Hi Bill, great post. I also had a broker in LA call me last week about my CitiMortgage short sale blog, looking for advice. Information certainly gets around and the more you know and work it, the better!
Great post. Looking at your pictures it looks like the one from Point 2 web page. Have you found that web site very useful?
Great post. Looking at your pictures it looks like the one from Point 2 web page. Have you found that web site very useful?
As always, great post! It really is amazing how much work is involved to give our listings the maximum exposure online.
I'm also curious about Point2 -- I had a trial membership but I let it lapse. How is it working for you?
Marian & Janice - Thanks for your comments. If you are looking to learn about some excellent social netwroking sites along with other sites that can increase your local exposure go back about six or seven pages on my blg and you will find quite a few ideas.
Mara & Sam - I know you both are both familiar with how to increase your online presence. I wish you both the best for your Real Estate business in 09!
Richard & Kerry - You are correct my website is from Point2. I think the platform is fantastic as you can pretty much customize it to however you like. My website is the paid professional version which does have quite a few added benefits including the ability to embedd your blog.
Kisses Bill..good post...no guarantee if you are an e-pro you can spell internet...but part of the "so you want to be our agent" interview might well be ..."Which websites......" Best to you in 09 !
excellent post Bill, I still use the third "P" , pray :) as sometimes that is the only thing that will get a home sold in this market
Hi Bill - I bookmark just about every post you write about when it comes to online presence, etc. And this is another one!
Thanks for all the sharing you do,
Ann
Hi Bill, Excellent post and review of the importance of SEO in marketing of properties and ourselves. Hope your 2009 is the best ever !
Sally - If it were not for spell check I would be in big trouble...believe me.
James - I guess praying may help when all else fails. I try never to get to that point:)
Ann - That is quite a compliment. I know you do quite well with your online optimization.
Bill - Thanks I hope you business in 09 is great as well.
Bill, such great info. First, I have to be honest and say that I am actually glad that the days of "easy street" are gone. I saw way too many things go on that I shouldn't have and would like to see stricter standards in CA, anyway. As for your marketing, you are spot on my friend. I know you are the SEO King! I am getting there! Thanks for the tips and I am book marking this one! Happy New Year!
Great words of wisdom here and a roadmap if you aren't already on the road.
Here is wishing you a successful 2009 as well, although it doesn't look like you need "wishes". You certainly have it going on.
Hi Bill,
Excellent blog for me to use here in Saint John. I think I'm ahead of most of the REALTORS here, since most REALTRS don't do internet online marketing yet. Most of the clients here don't use internet searches yet, except for the younger crowd. But I believe in a few years we will catch up with the rest. I'm now on at least 4-5 pages when you google me:" Ann-Marie Clements Saint John Realtor". This can be addicting to find as many sites and adwords to get you online.
Thanks for the reinforcement...
;>)
Bill--You are a step ahead of many agents with your ability to network your listings! Getting the message out on new listings is paramount to selling a home in the sea of inventory in most communities today. Good advice and information as usual!
Excellent advice! Yes, it does take a WHOLE lot longer to set up a new listing than it used to. I've found it to be around 16 hours just for all the uploading. Thought computer were supposed to make our lives easier!
Is it worth it? YES, definitely. I just closed on one of those "invisible" sellers. I love getting those calls where the seller has already "interviewed" agents online and made their selection based on that. They are SO much easier to work with because they've already decided on the value the agent brings to the table.
wow so much I do not know thank y
ou for sharing. I am about to post a listing to several sites
Bill, this is a great post. We agree with you 100%. But some people do not get it even after you have explained it fully to them. Here is what just happened to us in the past few days.
We just had a client ask us if we had or would be advertising their listing in the local newspaper. We explained our marketing plan in detail at the listing presentation, so this was a surprise question for us to get. We reminded them that statistics show that 84% of the people are looking at the Internet to start their home search.
And that in October we did do a full page ad in a local homebook (put out by the newspaper). We attached a specific phone number so that we could track the calls. The full page color ad featured 6 homes, pictures and verbage.
We recieved a total of two calls, yes two. They were both from salepeople for other local home books and they wanted us to buy advertising in their book. When we said to the one salesman that we had only 2 calls from this trial that we did, he reminded us that it does involve a ramp up period. Really that was your best answer?
So if 84% are starting their home search on-line why would we be focusing on the remaining 16% and place an ad in the newspaper?
Cristal - The one good think about a challenging Real Estate market is that sellers need to be much more conscious about who they select to represent them. When the market was booming selecting a Realtor was not as much of an issue. Even though it is a down market business is fine because I get plenty of opportunities.
Karen - Thanks for the compliments and best of luck to your business in 09.
Ann- Marie - That is fantastic. A Realtor that knows what they are doing online will reap so many more opportunities and ultimately sales than those who do not utilize it.
Thanks for the post! I am always looking for ways to better my business. Mark
Hi Bill, this is a great post. I certainly need to work on a few things I can see. I appreciate your pointers!
Great job Bill! Thanks for sharing some of the secrets to your success!!
Really interesting blog. As a stager, I am always excited when working with agents who have a good internet presence. After all, if I stage a forest and noone comes, did I really stage it? I have worked with an agent who did the broker's open before I staged the house and when asked if they were going to do again, they said "maybe after I get the seller to lower the price". This same agent a week after the first two open houses didn't have one picture on the MLS of a staged house. Every time I've worked with this agent the house sits on the market for months and months. It doesn't make me look good, and I hate getting a call from him. So, I am always happy when I partner with an agent who has a good internet marketing plan, but I have to say - after reading your blog, I've never met an agent with your kind of presence. I am new to active rain, at least new to actually doing anything with it and even though blogs like yours are aimed at agents, there is a lot I can learn from what you say. I am going to work on my contribution to the marketing of properties I stage in 2009 -excellent blog, thanks for the ideas...
Wonderfully good content as usual Bill. I love your "three P's"!
Bill - you did an excellent job on this. Yep, things have changed a lot and now folks have to really work to market and sell homes. But we also now have many more options available to us. I know I spend a lot of time on this, as you do. Sellers want and need to know what we are going to do to sell their homes, and having a written plan you can share is essential. I like to share Google searches of past makreting efforts so they can really see how it will pay off for them and gain them the most exposure. Great job and a wwell deserved feature.
Jeff
Joanne - In any business working with an educated client is always a better experience than working with one that is not. It is really crazy that a Realtor would hire you and then not take photos after the staging is completed. It sounds like an agent that is asleep at the switch. My blog really is not aimed at Realtors but consumers. That is not to say that I don't mind helping out anyone who is a member of Active Rain. Best of luck with your business in 09. You can learn an aweful lot from being on the best Real Estate social network site there is!
Steve - Gald you enjoyed the article.
Jeff - Thanks my friend. Having an agent in your corner than knows their way around the internet is really important.
A few people have asked about doing a re-blog of this article. I have turned on the re-blog feature for anyone that is intested:)
Bill - Great post! Online marketing is so important for sellers and professionals alike. Thanks for sharing your tips!
Maria - Well I offered a few tips I guess:) There is so much I could have wrote about but didn't. Having a Realtor that is familar with SEO and social marketing is very important today with competition for exposure so fierce.
Bravo, Bill. You've dared to say it all! You know you are the ONE to be hired to sell anyone Metrowest Mass real estate :) Congratulations. (Can I borrow a sentence for my Destin FL marketing presentation?)
Wendy I really didn't say as much a I wanted to but being too transparent would really help my competitors out. There are numerous sites I could talk about that allow for a dominant online presence. Do I get any credit if you get the listing?:)
Wow Bill! This is pretty scarry to me--the Point2 graph with additional websites that I host AND my spill about searching for addresses of listing agents that they're interviewing, etc. is EXACTLY what I tell my sellers! Great minds, I guess! It still shocks me that most sellers don't think of that and when you show them, they are like deer in headlights! I love that part of the presentation. OH, and sharing the names of the other agents who are competing--"What, only a MySpace page that is all about partying in college! THAT'S certainly NOT the agent you want to hire!"
Hey, congratulations on that little gold star--well deserved!
What a great blog! And what an eye-opener! Thank you.
Bill (and @Debe) we too use point2 and the graph presentation with additional websites, blogs, etc. Works really well :) . I am tweaking our marketing presentation to include all the new sites as well. Bill by the way thanks for your wonderfully sweet comments :) ~Rita
There is no question...YOU are the ultimate authority on this subject. I learn from you ALL THE TIME. If I were buying or selling a home in the Metrowest area...I KNOW who would be my REALTOR...Bill Gassett! ~GBU~
Hi Bill,
"Here are two tips...Google the agents name you are considering and also ask them for an address of a home they are marketing." EXCELLENT ADVICE! I've said this before you're a true professional when it comes to online marketing for Metrowest MA!
I've been singing this sond for almost two years now. All true points, Bill. I would add that this is the time for agents who are photo-savvy and either learn to shoot well or pay a pro. Online marketing is made much more difficult in the absence of something marketable...
Bill, What terrific advice and I do see MLS and can't believe the agents don't even bother putting pictures on there...or what they put up if they do! I also just yesterday met a woman moving out to Long Island but had a realtor that was from a different location; she knew nothing about the areas. Consumers should be able to see their homes all over the internet for the best exposure--and work with a true professional. Great post and congratulations on a wonderful feature.
Bill, Enjoyed our conversation this morning! Just getting around to commenting on this wonderful post. Google the address and the agent .. such good advice for sellers.
Bill - Terrific article and am so glad I took the time to read it. I will definitely be using your approach in my next listing presentation. You make some very irrefutable facts that are hard to argue with. I am bookmarking this to come back to. Thanks Bill and Happy New Year! Bob H
Thanks Bill! I am coming back tomorrow to read all the links.
I love the advice of google the agent and the address. These are two things that's I've always done well for my buyers, but haven't thought to tell a potential seller/client to do!
Bill, this is perfect! I'm bookmarking it for future reference. Lots of great information here...I can tell I'm reading a pro! Happy 2009!
Later in the rain~Deb
Congrats on that little gold star, Bill. See what happens when you post something other than market reports? LOL.
Everyone thanks for all your comments about social marketing and picking a good Realtor to work with.
Bill - Absolutely, I'll tell them I have a nationally acclaimed personal marketing consultant :)
Wendy you are way too kind!
Great read as always Bill. And thank you for putting it out there to the public how important our online efforts are. Sometimes they just don't get it but you've explained it well.
Bill - Again great information and congrats on the success your blog has brought you. I'm off to play with google and implement some new strategy. Thanks again for all your helpful insight. Maybe it's time you open a firm out here and we can team up!
Bill-
You knocked it outta the park my friend on this. I completely agree with you and hope that as many consumers as possible see this article!
Hi Bill, Lots of great info in this post and very well written. A good read for everyone, including consumers.
Bill,
Great information. Thanks for sharing.
Leander
I know your post is geared toward consumers but coming from the administrative side of the real estate office, I'm hoping that all of the realtors that are sitting out there contemplating what 2009 is going to bring them will stumble upon this post & get to work!
Thanks for the job security:)
Adrienne, Office Admin
Bill, I am not ignoring this wonderful post, been tyring to get my Mac set up and not without a TON of headaches. Yikes....
Bill what a wonderful post. You really hit it out of the ballpark in this post with stressing the importance of online marketing. Shows you are not only an outstanding Realtor but also a savvy online marketer. Just point any potential client that is contemplating choosing you to this post and I am sure it would close the deal.
Misty - Thanks a bunch. Of course part of my marketing strategy is using your companies online classified flyer ads which do very well in Google!
It sounds like you have a really good grasp on SEO, and how to market your homes. I am hoping I can get to where you are at someday. I keep plugging away at it, and am making some steps towards that goal. Here's to having a successful 2009.
Troy I wish you the best of luck in your efforts. It can make a big difference in your business.
It's easy to see why you are successful Bill, you get it. The sad fact is, that over 90% of agents don't even blog, and don't have a clue about the online world. The fact that many agents miss is that we, as agents, have a fiduciary responsibilitiy to our clients. For sellers, I think that duty also means to cast a wide net online, and this is rarely done by most agents.
By the way, you write very well!!! If I were a consumer, I would hire you! :-)
Bill
Are you syndicating with point2agent or do you have your own feed?
Richard
Kent good luck with your business and if you ever want to talk on the phone about this kind of thing just let me know I would be happy to help you out.
Chris I love the fact that most agents don't have a clue about marketing themselves or their clients homes online. It allows me to kick some butt with my business. The less competition the better.
Richard - Yes I do syndicate through point2. This is only the tip of the iceberg though on what I do for the seller clients I represent.
Hi Bill what a nice list of of "what" and "how-to's" especially handy for those who want to refer back to your post for a refresher. thanks for taking the time.
I enjoyed reading your post. You have presented a good case for internet presence and demonstrated that you are internet savvy.
Terry & Colleen - Having a strong internet presence will bring more opportunities and usually a quicker sale due to a much higher percentage of folks seeing the properties. I would encourage any Realtor who would like to increase their business to work on having a social media marketing strategy.
I've emailed this to myself as a reminder to stay focused on online projects. Nice article Bill
Bill,
You definitely have a handle on SEO and social networking and using them to market your clients' homes.
No wonder they called you for the show and interview. What a great post and so much information. YOU,my friend are the poster child for listing and selling homes!!!! Thank you for your unselfish example!
Colleen - Glad you found this a good reminder.
Christine - SEO and of course blogging itself has become kind of a 2nd passion for me.
Dave - Thanks I appreciate the compliments!
Bill - You are the master of internet market. I have learned so much from your posts. Thank you so much for sharing.
I'll just ditto what Pam said above. Youll will probably need 100 people to work for you soon.
Pam & Judy - Thanks for the compliments. I must say all the internet marketing I am doing is really paying off. I am the busiest I have ever been for the month of January!
BILL
WE SPEAK ABOUT THE SAME TOPICS PLEASE FEEL FREE TO READ SOME OF MY BLOGS AND IF YOU THINK I AM NOT A COMPETITION TO YOU CALL ME I WOULD LIKE TO HAVE A MENTOR THAT AS THAT INSIGHT THAT i AM SEEKING
THANK YOU SIR.
Fajardo you are more than welcome to call me anytime. I would be glad to help you out in anyway possible.
Another way beyond fantastic article. You are awe inspiring!
Mara - Thanks for your compliments on my article. I really appreciate it!