Contents
Introduction 1
Part One: Lead Generation 5
What are Multiple Streams of Enquiry? 5
How to Use This Book 7
How to Create Multiple Streams of Income in your Real Estate Business 7
12 ways to ensure future income in your business 7
General marketing 8
Referral programs 11
Listing sources 13
Follow-up / action plans 15
Anniversary program 16
Welcome to the neighbourhood – Welcome pack 17
Absentee owners campaign 17
Sales team and new business managers 18
Property management 19
Database asset 19
Training 19
Franchising,marketing groups, finance, property management, strata management 20
Develop your own Prospecting Plan 20
What is Your Time Worth? 21
SECRET AGENTS
Part Two: Online Marketing 25
Why be Online? 25
Objectives of Your Marketing Plan 27
Search Engine Optimisation 27
Where to Start with the Online World 29
Keywords 31
Hyperlinks 35
Photos 35
Drive Traffic to Your Site 37
Work on Your Business 38
Websites 38
Office Website 39
Individual Staff Profiles 44
Personal Branding: ‘Your Website’ 45
Must-Have Content on Your Personal Website 49
Websites - To Do List 50
Google Analytics 52
Site Design Improvements 52
CONTENTS
Part Three: Using Technology & Social Media 55
How to use technology and the online world to your advantage 55
Social Media 57
Facebook 59
Social Media Strategies 64
Niching Online 66
Drones / Unmanned aerial vehicles (UAVs) 67
Part four: Your Marketing Point of Difference 69
Positioning YOU as the Expert 69
‘Opt-Ins’ – a.k.a. Lead Generators 70
Marketing Networks 76
Building Your Profile with Videos 80
What is Your USP and How do You Show Clear Positioning? 82
Blogs 82
Links to Your Website 90
How do you Monitor the Effectiveness of your Online Marketing? 92
Checklist Recap 93
SECRET AGENTS Part five:
Video Marketing 99
Let’s look at 24 ways to use video in your real estate business 99
Video testimonials 99
Use technology to support your listing presentation 101
Allowing people to ‘opt in’ from your website 102
Videos delivered with an introduction letter 103
Using videos to market your business through social media 104
Local area videos 104
Create your YouTube channel to showcase your videos 105
Campaigns 105
TV – Reception video 106
Gifts to clients 107
Seasonal videos 107
Videos of Frequently Asked Questions (FAQs) 108
Creating videos just for buyers 108
Creating videos just for sellers 109
Staff profiles 110
Direct prospecting video 110
Video signatures on emails 111
Follow up on appraisals 111
CONTENTS
Company profile video presentation 112
Showcase sold properties 113
Gifts for sellers once house has been sold 113
Weekly market updates 114
How to use videos on job sites 114
Conclusion 117
About the Author 119
Keep in touch with Lisa B 123