Attracting Business through LinkedIn with Caruso!


 

I came across this question on articleserver.net & after reading the question I thought to myself, you know what, I have the same exact question!

“I am a real estate agent and I am not sure how LinkedIn can help me since it is a business to business platform and I am targeting consumers and homeowners. Should I be focusing just on Facebook which is more consumer oriented? And, if I should be on LinkedIn, how can I best utilize it to help me obtain more business and clients?”

So I thought I would do some research and see how I could answer that question not only for myself but for everyone else who may be confused with LinkedIn.

Media Professionals – A recent study showed that 92% of all journalists are on LinkedIn which is more than any other social networking site. This means that you have more access to individuals who are looking to quote experts like you or publish articles regarding your industry and how you can help your prospective clients. By reaching out to these journalists you can develop meaningful and valuable relationships as they will come to think of you as the expert in your field and ask for your information when they are putting together their next piece. This extra publicity will give you more exposure to even more prospects and enhance your credibility so prospects will want to buy from you.

Referral Sources – Through LinkedIn you can build and enhance relationships with key influencers who can provide you with access to prospects you would otherwise not have known, met or done business with. A referral source is a valuable tool because it is a third party endorsement and they can act as your sales agent as they want to give their customers and clients more value.

Larger companies that offer products or services that are supplementary to yours – Smart companies are always looking to increase their revenues by giving their clients and customers more value. Think of the different companies and organizations that can add your products or services to their own at a premium price – and use LinkedIn to build relationships with the different company’s executives.

Then you need to figure out who would be the best referral sources, key influences, types of media and companies for you to connect with. For example;

* Divorce attorneys – In a divorce couples often have a house to sell. Couples also have other traditional real estate assets that often have to be sold in a divorce. Plus, at least one of the parties in a divorce will need to relocate – meaning they’ll need to buy a new house.
* Local bankruptcy attorneys –  who have clients who have no other choice but to either short sell or go into foreclosure
* Accountants  – who can refer clients to sell their residential or commercial properties to avoid further liability and eventual foreclosure
* Financial planners, estate attorneys &  probate attorneys – who want to give homeowners relief from their unexpected financial burdens
* Banks –  who want to sell their foreclosed properties in the shortest amount of time with the highest net to them

Make sure you create a LinkedIn profile that is written for the referral sources and media you want to attract starting with your headline. In the headline, identify the audiences you want to connect with – and why they should want to connect with you. In your summary, explain to referral sources how you can be of value to their clients and customers and how your relationship will help them.

The key to LinkedIn though is to stay on top of your referral sources’ and media professionals’ profiles. Once you figure out who your best key influencers, referral sources and media types, start doing your research on LinkedIn and make connections. When you make a new connection, invite the referral source or media professional to your LinkedIn group where you provide tips, tools and articles. Every time you are published, featured or quoted in the media you should be announcing it to your connections and group members. This will show them that you are a valuable resource and keep you on top of their minds. So when a referral source has a client needing your expertise, they’ll think of you. And, when the media needs an expert to quote- they’ll come to you.

How do you use LinkedIn to market yourself & have you ever gained business from LinkedIn?

And thank you for making me Your Orange County Real Estate Connection.     

www.MichaelCarusoRealEstate.com

Best regards,

Michael Caruso, Broker ABR ABRM CLHMS CRB CRS GREEN GRI

Past President, Orange County Association of Realtors (949) 753-7900

Implement Your Vision with Caruso!


 

If you’re a realtor, marketing begins with figuring out your goals, your vision, and how these can combine to create your brand. A marketing strategy also describes the niche market you will be working with. However, many people are unaware of the various realtor marketing tools that can help a real estate agent set his or her plans in motion. Read on to discover the marketing tips from NAR & eCommission for accomplishing just that.

Vision/Brand Consistency

After defining your realtor marketing ideas, set about determining whether your current processes and marketing materials support your new vision. For instance, if your new approach centers on providing environmentally-friendly and tech-savvy real estate service to eco-conscious families, you might decide to switch from a paper to a digital newsletter. You could even take it a step further and offset your newsletter energy footprint with clean energy credits. Analyze your company culture and collective habits to bring your brand vision into line with your actions.

This step is about more than just “being honest” to your marketing vision. Brand/vision integration also streamlines your marketing by creating a consistent, clear message.

Distribute Branding Throughout Realtor Marketing Tools

A new brand vision calls for new marketing collateral, including websites, realtor eCards, online listings, paper fliers, and business cards. Consider redesigning these elements when you put your new marketing strategy in place. Ideally, your natural enthusiasm for your real estate marketing ideas will see you through this update. Let this new energy fuel your research into current procedures. If certain organizational habits are out of alignment with your new brand vision, let them go.

An outside realtor business consultant can help you gain outside perspective on where your brand and your dealings do not match. A realtor business consultant is an expert who can provide an unbiased appraisal of your marketing circumstances. She or he will also be capable of delivering an assessment of your brand integration. One final benefit is that a consultant is sure to bring you dozens of excellent realtor marketing ideas.

Incorporate Realtor eCards To Boost your Realtor Marketing Results

As you comb through your marketing processes, you may find yourself releasing certain marketing techniques, and picking up more up-to-date approaches. As an example, if newspaper advertisements were one of your most central realtor marketing tools in your old model, you might switch to Google AdWords. Or, you could drop your paper newsletter in favor of an online real estate blog, replete with handy tips for homebuyers. Realtor eCards are an exceptional tool for stepping to the forefront of real estate marketing. Basically, a realtor eCards are online videos that showcase property photographs and descriptions of property amenities. Animation and music are also included, to convey the property’s personality and engage potential buyers. Realtor eCards are simple to make – all an agent has to do is type in a few details and upload property photographs. Local attractions, policies, and the price can be displayed at the video’s conclusion ends. And here’s the best part: it’s a cinch to share realtor eCards across online venues, including blogs, digital listings, and social media sites such as Facebook and Twitter.

And thank you for making me Your Orange County Real Estate Connection.

http://www.MichaelCarusoRealEstate.com

Best regards,

Michael Caruso, Broker ABR ABRM CLHMS CRB CRS GREEN GRI

Past President, Orange County Association of Realtors (949) 753-7900

Caruso’s 12 Days of Christmas ~ Day 5


On the 5th Day of Christmas Caruso Gave to Me – 5 Fundamentals of Real Estate Marketing.

Real estate marketing is based on fundamentals which are often overlooked because real estate sales are considered by many people to be sales work. It is actually marketing because the customer cannot be sold until the real estate agency understands the customer, and what the customer wants.

1. The first fundamental is research. Effective marketing requires thorough research, and it is difficult to do too much research. Research is the first and most important of the fundamentals because it is the beginning of knowledge. You cannot advertise or create a web site to attract clients without knowing everything about your audience. It would not be practical to market a property to people earning $25 per hour if $50 per hour would be required to pay for it. Knowing what the market is intended to generate is critical to finding the people who will respond to the marketing. Marketing your agency to the people you want to attract as sellers and buyers is nearly an art. Professional web site development help can be invaluable.

2. Fundamentals of Focus. Focus and consistency result in success. Focus on your target clients and do not lose sight of their objectives. Focus on the learning process no matter how long you have been marketing real estate. There is always something to learn about your business, services, customer preferences, sales techniques, and the competition that will help your marketing efforts. New ideas and strategies are being developed every day, and there is something new to be learned every day. The business does not stand still. Competition requires advancement in every aspect of the business.

3. Give Free Advice. Customers appreciate good free advice or tips that will help them. Make yourself the person that customers consider a steady resource. Make yourself an indispensable advisor. New and repeat customers will be profit making customers. Often, giving people advice about potential governmental actions that might affect some property values or usage will always be appreciated.

4. Be Predictable. People are always looking at you for the quality of help that you might provide them. Honesty, promptness, keeping your word, delivering when you promised, and always making sure your actions match your words are essential characteristics of a successful real estate sales person. People will talk about you regardless of what you do, so they should be able to talk about you in a positive manner. The real estate sales person’s reputation in the community is vital to their success.

5. Adaptability Is an Important Fundamental. Successful people and particularly successful real estate sales people need to be flexible and willing to change where appropriate. A sales person will fail if they cannot follow their client’s lead, and accept their personal characteristics. It’s a good idea to mirror the behavior of the client. For example, if the client is quiet and reserved, avoid loud talk or boisterous talk and laughter. Use language that reflects their language. For example, if the client describes a property as a fixer, do not try to position the property as a potential charmer. If the client is chatty decide whether they want you to listen, or whether they want to be chatty also.

Caruso’s 12 Days of Christmas ~ Day 4


 

 

On the 4th Day of Christmas Caruso Gave To Me – A 4 Step Real Estate Marketing Plan to Develop Effective Landing Pages.

 

Making effective landing pages for your real estate marketing efforts does not have to be a complicated procedure.

Although this technique is made up of two chief areas (driving traffic and also conversions), I am specifically going to focus on the latter part now. Therefore, let’s start to look at the four key steps you need to take to build a successful squeeze page.

 

1. First, your landing page ought to have a solid and catchy headline in order to grab your audience’s attention and then encourage them to review the rest of your body content. This specific item can make or break your real estate marketing efforts from the beginning, so you must address a primary need, challenge or desire that your target audience has. Several excellent initiators for this might be “How to…” 4 Methods to…” or even “Who else needs…” Consider utilizing red font as well as a way to make the heading truly stand out.

 

2. Second of all, the left hand portion ought to be made up of some form of video clip, audio track, and/or bullet point content. Our very own favorites happen to be video and bullet points. This is the portion where you should give your potential customers with benefits and not features. What key pains can you help address? Refer to these issues within your copy.

 

3. Then, on the right hand side of your real estate marketing landing page, you will offer some form of opt in. Even though this is the most straightforward step by far, be sure you do not make the mistake of demanding too many fields for your visitors to submit. In other words, less is far better, so we ordinarily propose only asking for a name and email address in the majority of situations. Your call to action button will need to say something along the lines of “Get Immediate Access,” “Download Now,” etc.

 

4. All three prior factors depend on this final component. Unless you have something for your prospects that provides real cash value, just about all your prior efforts will be lost. This is certainly not the place where you deliver PLR or some cheap report that folks can easily find just about anywhere. You will need to go above and beyond to surpass expectations and literally blow away your visitors with free, quality subject matter.

 

By implementing these four components, you will quickly start to rule your local market plus build strong rapport with your future clients

 

 

And thank you for making me Your Orange County Real Estate Connection.     

www.MichaelCarusoRealEstate.com

Best regards,

Michael Caruso, Broker ABR ABRM CLHMS CRB CRS GREEN GRI

Past President, Orange County Association of Realtors (949) 753-7900

 

Caruso’s 12 Days of Christmas ~ Day 3


On the 3rd Day of Christmas, Caruso Gave to Me – 3 Real Estate Marketing Errors!

Frequent Blunder #1: Focusing a great deal of effort on “branding.” Branding purely works for big companies like Coke and Pepsi. Despite the fact that Realtors as well as brokers think that they are really strengthening name recognition, generally branding is not very successful.

Of course, I am not alleging you should forget it totally. Even so, you have to be far more focused on obtaining a response from your own consumers when compared with spending time and funds on producing radio, newspaper or maybe billboard campaigns.

Alternatively, you’ve got to be marketing for response. You want to get the telephone ringing, people completing subscriber forms on your homepage, and also prospects ending up on your social media marketing fan pages/profiles and so on.

Greatest slip-up #2: Zero lead capture page(s). I consistently see this regularly. After customers click the “like” button on the web page, we advise these people present their own real estate homepage to obtain feedback from several other subscribers.

There is hardly any opportunity for a consumer to get in contact with their organization, or maybe if you find one, it is so hard to discover that hardly anybody will take time to find it. Therefore, you have to make your lead capture sizeable, vivid and easy to find so that when an individual visits your blog, they may end up being a lead in your database.

Or should you focus on high-end customers then express something similar to, “Fill out your email address to acquire our luxury home “best buy” list each and every week.” That’s the way you capture leads.

Greatest slip-up #3: The last thing is simply not tracing your website figures. Anytime anyone chooses to discuss their site with us we’ll ask, “How much traffic as well as how many qualified prospects has your website generated over the last 7 days, 4 weeks, or five months?”

In most cases the answer will be, “I do not know” or “I have no idea!” You need to be aware of your numbers. It is unwise to be thoughtlessly wasting time and funds without knowing what sort of returns those attempts are generating.

Should you ask us, “How many leads did you produce over the last day, 7 days, or 4 weeks,” in minutes we would be prepared to inform you the number of leads as well as traffic we received, the conversion rates, plus the expenses for each new buyer.

I’m not saying this in order to boast, but to stress the importance of this ingredient. Otherwise, you would have no concept where you should dedicate your hard earned money and time. Thus you have to record your numbers, end of story.

 

And thank you for making me Your Orange County Real Estate Connection.     

www.MichaelCarusoRealEstate.com

Best regards,

Michael Caruso, Broker ABR ABRM CLHMS CRB CRS GREEN GRI

Past President, Orange County Association of Realtors (949) 753-7900

Be Michael Caruso's Friend! Watch Caruso TV! Are You LinkedIn with Michael? The Voice of Orange County Review Michael Caruso! Tweet Michael Caruso!

Certified Luxury Home Marketing Specialist  Member of The Institute Luxury Home Marketing   Million Dollar Guild Member  Member of Proxio Pro - The International MLS

 

Caruso’s Challenge!


 

The end of 2011 is near. Are you ready for next year? What you have done recently to improve your business for the upcoming year?

I sometimes wonder what people who read various blog posts, do with the information.  What do you do with it?  Is there one piece of great information you’ve come across lately that you’ve acted on?

My guess is your answer would be no, and why not?  Based on discussions I have with real estate professionals in the past, it seems that most good ideas are too much trouble.  I am so use to hearing; “Sure, it sounds like a good idea, but I just don’t have time to try it.”

So, Here’s the Challenge!

Don’t make yourself feel informed by taking in a lot of information from the resources available to you, and then do nothing.

Try this;

  1. When you read about real estate marketing ideas, make a list of the ones that sound reasonable.  Don’t make a big task out of this.  Open a Word document while you’re making your online rounds.  Then, just copy the URL for the page containing the intriguing idea and paste it into the Word document.
  2. At the end of the month, review and prioritize that list in the Word document.
  3. PICK OUT ONE THING THAT YOU WILL TRY THE FOLLOWING MONTH!
  4. During the following month, actually try the idea out.
  5. Review the results you got from the trial.
    1. If you think you need more insight, keep that idea in motion.
    2. If you think it’s really a dud, forget it.
    3. If you think there is potential, aggressively integrate the idea into your routine.

 

And thank you for making me Your Orange County Real Estate Connection.     

www.MichaelCarusoRealEstate.com

Best regards,

Michael Caruso, Broker ABR ABRM CLHMS CRB CRS GREEN GRI

Past President, Orange County Association of Realtors               (949) 753-7900         (949) 753-7900

 

“Carubook”


 

Social media. It’s everywhere. Sometimes I feel it’s taking over the world. It’s no secret that in order to gain a competitive edge in Real Estate, or to simply keep up with the rest of the pack, agents must utilize social media. For realtors, Facebook in particular is arguably the best social media platform to use as a resource for self-branding, marketing all aspects of the business, gaining clientele and encouraging an increased referral rate. Like savvy prospective owners researching ways to capitalize on the current housing market, realtors must take that same approach with Facebook. Creating a Facebook landing tab for your Page, having consistent Page activity and networking with clients via the social network are all well-known and yes, very effective Facebook tips– but they only scratch the surface.  Being good with social media is one thing, but learning to be savvy, smart and differentiated is another. I’ve put together some tips I have learned through my adventures with Facebook that I hope can help you stand out from the pack! Here’s how I turned Facebook into the “Carubook”…

 

1. Have good photos and detailed captions: People love good visuals, this cannot be stressed enough. If the photos posted on a realtor’s Facebook Page are not appealing, the house they’re selling won’t be, either. What’s more, instead of simply posting photos of a home, use the caption portion of a photo to sell the home. Is the home great for a family looking for a place near an elementary school? Are the carpets new? Do delicious apples fall from the backyard tree? The more information and specific details about a home the realtor can provide a prospective buyer without any interaction, the better. This will save a real estate agent time, effort and energy as the number of genuinely interested buyers will increase and those searching for specific home qualities can be weeded out if the home descriptions given do not meet their expectations or needs.

 

2. Brand your homes and recognize target client: Take advantage of the About Me portion of your Facebook Page. Rather than keeping it bare bones, realtors need to use the section to be honest, describe their niche homes and what homes are most appealing to them to sell. Although, this should be written in the least limiting style of language of course. Is working with families to help them find the perfect family home appealing? Are homes that need a little love charming? Are modest to luxury condos and apartments an area of expertise? If a potential buyer reads that your style of home matches or is similar to theirs that they’re looking for, the selling pitch becomes that much easier on an agent. Moreover, it’s difficult to sell and appeal to a broad audience in a largely varied market. Therefore, the most effective approach to any marketing strategy is to find a target. Thus, the language and the content of a realtor’s Facebook Page can help to define those targets.

 

3. Be less Obvious:Right off the bat, if a realtor’s Facebook Page’s profile picture doesn’t give it away that they’re in the business of selling homes, then the frequent open listings as status updates will. Instead, after that initial stereotypical first impression on, at least differentiate the content of the Facebook Page. Meaning: on Facebook most real estate agents follow the same rules and they are a dead giveaway just by merely looking at their profile picture. So rather than look like the rest of them– and if the aim is to bring something new to the table in a very standard-thumbed and mainstream industry– stray from being the same. As an agent, just posting what you’re selling is not what social media is about. Instead, show passion, be creative, have a little humor, create conversations, ask questions, be helpful and stand out

 

4. Share good news about the economy: The poor economy is making it more difficult to sell homes. However, despite the rough times, when there is a sprout of good news or hope on the horizon, share it!!!! As a realtor, posting good news about the economy on Facebook does two things: it inspires the faith and encourages folks to rethink or reconsider making a big purchase. Also, overall spreading positively is a good thing to do as people tend to gravitate towards positive people.

 

5. Be apart of the community: Sharing knowledge and relevant events about the community will help a real estate agent to develop deeper and more reliable connections with community members. Through being aware of the community’s surroundings and being tuned-in to what people are interested in, it’s another tactic for capturing the attention of prospective buyers and more importantly, it’s a way of becoming noticed as a community resource and well-rounded agent. For example: “The new organic market off of Golden Lantern has just opened– I have 2 homes nearby- each only 2 miles away! Convenient places to live if you love an organic market! Check out my gallery for pictures if you’re interested” This example post is an easy, enthusiastic and non-pushy way of advertising the sale, redirecting followers to more housing information and sharing some community news.

 

6. Integrate Facebook into everyday business:Nearly all real estate agents have a business card, and some even have ad placements in the yellow pages or online. For all self-promotional efforts that a realtor engages in, it is important to always include Facebook information. If using Facebook as a valid source is the goal, prospective clients should always be directed to the agent’s Facebook Page. There, ask clients to post a Review on the Page, follow up or ask questions. The more emphasis a realtor puts on their Page as being a contact and informational resource, the more integrated and second-nature that Facebook will become to the agent’s business.

 

And thank you for making me Your Orange County Real Estate Connection.     

www.MichaelCarusoRealEstate.com

Best regards,

Michael Caruso, Broker ABR ABRM CLHMS CRB CRS GREEN GRI

Past President, Orange County Association of Realtors (949) 753-7900