Marketing Works Today

Integrated Digital Marketing & PR Consulting from Brown Ltd.

How Will Technology Change Real Estate Sales & Marketing in the Future?

My last job in the tech world of IBM (wired) and Motorola (wireless) was future vision marketing manager before I “got off the plane” and applied what I learned about digital marketing and PR in real estate.

We looked out 1 year, 5 years, and 10 years to try and imagine what is possible with wired and wireless technology. Then we would go tell customers about it.

My method involved interviewing patent holding engineers, scientists, marketing gurus, and futurists.

But one of the most valuable sources I had was from the sales force. They told me what was working and would not work, what customers asked for and expected in the future, and they actually gave me requirements for developing future products and programs.

One of the things I realized early on was that I came up with maybe 20% of the good ideas. The rest came from others. That’s where you come in.  I’ve created a starter list below.  Brainstorm!  Let’s create the idea of real estate marketing in the future together!

I would like to do that here, and share it online with Real Estate pros.

BASELINE

Here’s what we know as a baseline for the real estate market today:

– Digital imagery (photos, renderings, visual tours) made a big difference and are here to stay. 
– Social Networking and blogging leaped forward and will continue to grow.
– Email marketing is now full of pictures and is working great.
– Websites are including:
  = Listings
  = IDX integration
  = Property locators
  = Mapping
  = Galleries and Slide Shows
  = Some Facebook and blog integration
  = Some Video (in the early adopter phase and will expand in this next year)
  = Links to sites like Realtor.com, Zillow.com, Trulia.com, local community information like schools and shopping, etc., plus many others.
  = Multiple languages in addition to English (Spanish, French)
– Customer Relationship Management (CRM) Systems (Early Adopters using & winning!)
– Electronic “Video” Billboards (just started)
– Newspapers/Media Company Advertising Media Buys Happening on Google (Early Adopters only)
– Direct Mail
– Radio
– TV
– Signs
– Events
– Telemarketing
– Marketing Measurement Systems to track media buys and campaigns (Early Adopters only)

So here’s the question:  What will the future of real estate marketing look like?

CURRENT TO 1 YEAR OUT
– Broker and Builder websites will integrate Social Networking technologies for easy sharing and interaction (Facebook, Google Buzz, Twitter, ShareThis, Digg, Delicious, Live, Stumbleupon, LinkedIn, Blogs, etc.)
– Content Marketing will expand
– Direct Mail will include more Newsletter Postcards (smart marketers)
– Email Marketing will include more news – less hype

1-5 YEARS OUT
The biggest change during this period for real estate pros isn’t in the technology.  The biggest change will come from you learning how to learn and adapt quicker.  You’re selling brick and mortar; but, you’re going to be using tools to do it that evolve quickly.  That means software.  Your customers and companies will demand that you know this new way to interact – forcing you to change.
– Mobile enabled websites for advertising, listings, and sales interaction
  = Images
  = Mapping
  = Video
  = Social Networking between selling organization and customers
  = GPS Enabled Listings
– Customer Relationship Management (CRM) Systems – more pervasive use and will center the effort of database marketing
– Newspaper/Websites and Media Buys Dominated by Google
– Content Marketing will become more layered so a buyer can get just the right amount of information they individually want rather than the seller, broker, or builder dictating the amount.
– Email marketing will add video
– Events will become more creative and integrated with other organizations
– Online & Mobile Chat & Texting
– Online Interactive Contracts & Documentation
– Smart Irrigation. Technology is cheap and easy today. Will become pervasive.
– Marketing Measurement Systems will link directly with CRM
  = Google May Be the Integrator

5-10 YEARS OUT
– Will websites become media rich enough to satisfy a customer enough to buy online?
– Interactive Video Television and/or Web [not sure what the devices will be called at this point – interactive displays?] about Properties. You’ll be able to select and “see” the systems work in a house.
– Smart Houses (I don’t think the house will sell itself but you’ll have to know about  these systems to show them)
– Smart Irrigation Standard
– Exterior and Interior Wired and Wireless integration (Security, Power, Appliances,  Entertainment, Info Systems)
– More Audio (Voice) enabled

Ideas?  What do you think?  Add your comments!

Filed under: Future Vision, , , , , , , , , , , , , , , , , , ,

In 2010, social network advertising and PR will integrate with other types of advertising

Brown Ltd. is advising clients to act on the following advice in 2010. 

• Integrate Social Media Into Your Advertising

– Find Customers, Where They Are, Online

– Contact Your Repeat Customers (easier to keep than get): LinkedIn, Facebook, Twitter, etc.

– Prospect for New Customers Based on Your Best Customer Profiles: Groups in LinkedIn, Facebook, etc. I create “Personas” to help identify other customers that match your best customers.

– Create Content Once – Publish Many Places

– Use the One Campaign, One Message Technique and A/B Test: Don’t Sell – HELP!

– Use the Mixed Media in Multiple Channels That You KNOW Your Customers & Prospects Use

– Separate Landing Pages & 800 Numbers for Each Channel to Measure Results

– In Addition: Social Ad Networks Will Expand

Expect more momentum behind advertising that is targeted based on information from social network user profiles. News Corp.’s Fox Audience Network (FAN) and services from startups 33Across, Media6° and others are already up and running. Meanwhile, some advertisers, such as Discovery Channel, have tested ad formats that are personalized on the fly by using Facebook profile data. 

Search Advertising 2008 - 2014

 

  

  

  

Continue Search Engine Marketing and Target the Right Social Networking Sites and Groups in Those Sites.
I have 8 years experience setting up, writing, and managing small business and simple product campaigns ($100/week Google Adwords) and large business campaigns with multiple divisions and product lines (up to $20,000/week in Google Adwords – more than $1.1 billion in annual sales). 

• News Release, News Release, News Release at Least Twice a Week. When you are successful at this, the press will come to you – the expert. 

• Expand Your Content Marketing Strategy. Helpful Content is King and It Makes You the Expert in Your Field.
– Twitter is Expanding. Make Sure You Follow the Influencers and More Importantly, Get the Influencers to Follow You.
– Think Beyond the Desktop. Mobile is Moving Into the Mainsteam! 

> Look to the 55+ Age Demographic for Internet Usage Increases. Does your product or service “fit” the 55+ market? Internet usage will continue to rise, as consumers find more ways to access the Internet. Plus they have CASH. The continuing proliferation of laptops, smartphones and Internet-enabled TVs, MP3 players and gaming consoles will be the main force behind this trend. Teens and young adults are already active Internet users with many devices. The change will be seen among adults ages 55 and older, many of whom have always had an interest in consumer electronics and now are discovering social networks and other media. 

• Traditional Off-Line Media Must Have Online Measurement Components.  Set Up Separate Landing Pages and 800 Numbers For Each Channel/Ad. Measurement Saves You Marketing Budget. 

If you need help implementing this advice, contact me! mikebrown@BrownLtd.com

Filed under: Lead Generation, Social Media Marketing, , , , , , , , , , , , , , , ,

Marketing Works Today

This blog is to help you learn how to connect with customers. The goal is to show you how to get the most qualified leads, traffic, relationships, and sales for the lowest cost/customer. I'll write and aggregate content that relates to the goal. You're welcome to subscribe, comment, and post. Send me your news tips!

What’s In A Title?

I've had a lot of titles [Director of Marketing, Communications Director, Advertising Director, Multimedia Producer, Managing Editor, Reporter, Copywriter]; but, I approach every project as a digital producer... what does the audience need and how can I deliver it most effectively and for the lowest cost?

Sometimes I write with pictures or video, sometimes with words. I always keep the goal in mind: sales, leads, traffic, a better brand image or awareness, or just a really good story, etc.

Yeah I create content for money. But you'll see from my background that I'm way better at making money for others than I am for myself.

I wish I had 1%. I'd be surfing with my kids all the time now.

Contact me and I'll make some for you.

Mike Brown
www.BrownLtd.com
MikeBrown@BrownLtd.com

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Search Engine Advertising

I have 8 years experience setting up, writing, and managing small business and simple product campaigns ($100/week Google Adwords) and large business campaigns with multiple divisions and product lines (up to $20,000/week in Google Adwords – more than $1.1 billion in annual sales). Contact me to create your campaign! MikeBrown@BrownLtd.com

R. Michael Brown
Marketing Consultant, Public Relations Consultant, Freelance Writer: West Palm Beach, Florida

"I help organizations increase sales, and pump up the value of their brand, using media, for the lowest cost per customer."

Digital Marketing and Public Relations consultant, writer, and producer with over 20 years experience launching brands like DiVosta Homes, IBM Multimedia, Nextel, Motorola business and government sector, and SunFest Jazz Festival.

MikeBrown@BrownLtd.com
561-756-1674

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