Building Database Relationships With Real Estate Technology

For many real estate agents, using technology for relationship building is often overlooked or not prioritized correctly. Technology is best used to maximize your most profitable revenue stream first and foremost. Consequently, this will lead to trying other sources when appropriate for your marketing budget.

What are these streams? Data from the National Association of Realtors, gives this data:

Typically, you see over 60% of your lead sources are from contacts / referrals on the personal and business side.

I was reading the articles posted on branding and value proposition, which got me thinking about how real estate agents should be maximizing time with the best potential lead source. As tech enthusiasts, it is easy to get distracted from the fundamental process of bringing in leads and the strategies that bring you the most business.

I know this has been a long time strategy in our office. Especially with new agents, we always try to start them networking in their own sphere of influence.

How many times have you heard the statistic, “90 percent of buyers begin their search online?” or statistics that show overwhelming numbers for social media usage. All they do is distract agents from building relationships and working their own database. Have you noticed the companies that support these statistics? Mostly companies that want you to consider their technology for help in social media, advertising, etc.

What is your best marketing sphere?

We are constantly pushed away (maybe without realizing) from what brings in over half of your business for a given year. Which makes me ask the question, when was the last time you considered where your time and marketing dollars are going?

Consider this: Invest in tools/technology that will help you maximize your own contacts and relationships. As a result, you can start investing in Internet leads, print, or direct mail campaigns. I know it sounds simple, but keeping an effective relationship with your own clients is an entire marketing strategy on its own.

Does that mean to completely abandon these lower percentage lead sources? No. Figure out a system that puts your focus in the most revenue generating sources. This will supply marketing dollars that you can reinvest back into your business. For example, Direct mailing campaigns are mostly for brand awareness as there are for a constant lead source. Farm your own sphere of influence before investing heavily into cold leads.

For those that have been in the industry longer, where have you seen your biggest shift in marketing dollars? Have you done less marketing in cold leads? Or more?

Have you ever invested in technology systems that help/assist with just working your business in referrals? I know agents in our office are generally happy to pay for this type of system, because it helps them stay on top of their clients first.

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6 Neuromarketing Hacks for Maximum Content Impact

What do humans and lab rats have in common?
We both have predictable behavior patterns and react similarly to the same psychological stimuli.
And while we humans are certainly more complex and sophisticated than lab rats, you can still pull the right levers and hit the right buttons with your content marketing to elicit the response you’re looking for.
I would by no means consider myself an expert in psychology, but over the years, I’ve learned a lot about how the human mind works.
I’ve found out that nearly everyone is predictable to some degree.

1. Appeal to your audience’s emotions

As hard as we try to be logical and rational, we’re all emotional beings to some extent.

There’s just no getting around it.

If you can form an emotional connection with your audience, I can guarantee that your content will have a significant impact.

There’s a particular quote I love from an article titled “The Feelings Economy.”

It goes like this:

In an oversupplied economy, customer feelings drive purchase decisions and profitability.

I think this really nails it. The brands that tend to thrive are the ones that are able to elicit the right emotions and hit the sweet spot.

How exactly do you appeal to your audience’s emotions?

Well, you start by understanding which specific emotions on average generate the biggest response:


According to research from OkDork and Buzzsumo, your best bet is to create content that evokes:

  • Awe
  • Laughter
  • Amusement
  • Joy

More specifically, I recommend using images and stories in your content to trigger these types of emotional responses.

That’s because they’re great at targeting the limbic system, which controls basic emotions.

2. Incorporate images of faces

You might have noticed that I use a lot of images of people’s faces in my content.

Case in point:


In fact, that’s how babies largely understand the world. Before they develop language, they primarily rely upon their parents’ facial expressions and tone of voice to extract meaning.

The point I’m trying to make here is that the human brain has an innate ability to process facial cues, which makes images of people’s faces ideal for conveying emotion.

Images can also help you establish trust.

Notice how Tim Ferriss’s photo gives off the vibe that he knows his stuff and that signing up for his course should prove helpful:


You can do yourself a big favor by weaving images of people into your content. Doing so can make your audience feel a certain emotion as well as perform a specific action.

3. Use colors to elicit emotion

What’s another way to get your audience to feel a particular way?

Using the right colors.

Each color has a certain meaning, so using the color that matches the emotion you’re looking to target can be highly advantageous.

Here are some examples of the meanings of color in the western world:


The key is to identify the particular emotion, feeling, vibe you’re going for and incorporate the relevant color(s) in your content.

I don’t have enough time to adequately explain this topic to do it justice here. But I’ve covered it in depth before, and you can learn all about it via this resource.

4. Focus on relieving pain points

Conventional marketing wisdom says that showcasing the benefits of a product/service and ways it will improve your customer’s life is the best way to go.

By explaining the positives, you can target the intrinsic pleasure-seeking part of the human brain.

But in my opinion, this isn’t the best approach to take.

In one of my posts on, I mention the fact that “neuromarketing experts say that the brain’s pain avoidance response is almost three times stronger than the brain’s pleasure seeking response.”

I also point out that neuromarketing expert Christophe Morin states that

…humans are pain-avoiding machines.

The bottom line here is that you’re usually better off explaining how you can relieve a pain point than discussing the pleasures of using a product/service.

In other words, focusing on how you can eliminate a negative should have a bigger impact.

5. Capitalize on the law of reciprocity

Have you ever had someone do something really nice for you, even when they didn’t have to, without asking for anything in return?

How did you feel toward them afterward?

The odds are good that you felt a sense of gratitude and probably wanted to consciously (or subconsciously) return the favor in some way.

This is the law of reciprocity at work.

At its core, the law of reciprocity explains why we feel indebted to someone when they do something for us.

This could be something as big as saving one’s life or as small as giving away a copy of an e-book.

Much research has actually been performed on this topic.

In fact, a study back in 2002 explored how patrons tipped in restaurants. The researchers examined how people tipped under three types of scenarios:

  • Scenario 1 – Patrons received a small piece of candy with their check
  • Scenario 2 – They received a larger quantity of candy
  • Scenario 3 – They received no candy at all

The researchers found that “the gift of candy increased the average tip from 15 percent to just under 18 percent.”

Although this wasn’t a dramatic increase, it definitely proves the law of reciprocity and that people feel indebted when you do something nice for them when you don’t have to.

By offering your visitors something like a free trial, a free e-book, a free online course, etc., you can expect more conversions in the long run.

6. Use scarcity as leverage

We humans have some interesting tendencies and preferences.

If there’s less of something, our desire for it increases. If there’s more of something, our desire for it diminishes.

This phenomenon is known as the scarcity effect.


A now-classic psychological study from 1975 conducted by Worchel, Lee and Adewole examined the effect of scarcity on people.

It was a very simple study involving cookies, but it was very telling nonetheless.

The researchers “put 10 cookies in one jar and two of the same cookies in another jar. The cookies from the two-cookie jar received higher ratings—even though the cookies were exactly the same!”

What does this mean from a marketing standpoint?

It means that you’re far more likely to maximize your impact by leveraging scarcity. For instance, you might say that there’s a limited time offer on a product/service, or you may have a sale that only lasts 24 hours, etc.

That, right there, can increase a person’s urge to buy significantly.


Neuromarketing is legit and something I’ve found to be incredibly powerful in regards to content marketing.

Besides making it easier to build trust and rapport and generally connect better with your audience, neuromarketing is often the catalyst for increased leads and conversions.

And the hacks I covered here are just the tip of the iceberg. There’s ongoing research being conducted to better understand the psychology behind marketing and what resonates with consumers.

By putting these tips to practice, you can make your content marketing more potent and get more bang for your buck.





B2B marketing móvil: “Un rotundo respaldo”

Es el momento de que los anunciantes B2B empiezen a utilizar el marketing móvil en todo su potencial, ..en serio B2B

Como consumidores, todos hemos visto cómo utilizan las organizaciones B2C el marketing móvil en sus campañas., ya sea con las notificaciones push, mensajes de texto SMS, aplicaciones, o una variedad de otras actividades, el ámbito B2C siempre ha empujado hacia adelante con este canal en la comunicación entre los compradores y clientes. Sin embargo, el marketing B2B siempre ha sido un poco reacio a saltar con los dos pies en el espacio móvil. Si esta decisión se basa en la falta de datos valiosos, el costo o la tecnología adecuada, no hay que ocultar el hecho de que los vendedores de negocio a negocio han caído detrás de sus primos, impulsados por el consumidor. Pero los tiempos están cambiando.

Con el aumento de los avances tecnológicos y una amplia gama de conocimientos que existen, ahora es el momento para el B2B de iniciar la inversión en marketing móvil. Mediante la introducción de esta actividad como parte de una campaña de marketing multicanal, y la medición de ROI al igual que cualquier otro canal, los móviles pronto podría ser la base de generación de B2B y las ventas.

Sitios web y correos electrónicos

Los sitios web y mensajes de correo electrónico que no están optimizados para el uso móvil hoy en día son básicamente tan buenos como inútil. Un estudio de 2015 por la Universidad de Nottingham Trent encontró que las personas de 18 a 33 años de edad comprueban  su teléfono 85 veces al día, gastando un total de cinco horas en navegar por la web y el uso de aplicaciones. Ahora, si sus páginas y las comunicaciones no se muestran correctamente en estos dispositivos, entonces es ingenuo pensar que la gente seguirá tratando de leerlos. El hecho es que, si no funciona o se ven bien, ellos sólos encuentran un competidor, que lo hace. Pero sé que esto ya lo saben.

Aplicaciones y notificaciones

La puesta en marcha de una aplicación es un gran paso para un equipo de marketing y una organización.Puede ser algo costoso y tiene que prometer bastante rápido su ROI .¿Entonces Vale la pena? Pues bien, las aplicaciones disponen de un negocio con la oportunidad de conectar con sus clientes potenciales, clientes potenciales y clientes en un nivel más personal gracias a factores tales como las notificaciones push y comercialización basada en la ubicación (que voy a discutir más adelante). Una vez que un usuario ha descargado una aplicación, a continuación, los vendedores tienen una oportunidad única no sólo para recopilar datos de uso y puntos de vista, sino también para servirlos mensajes específicos. Además, las notificaciones push significan en realidad las empresas pueden actualizar sus usuarios de aplicaciones en tiempo real sobre el desarrollo como nuevos contenidos o productos / servicios. Las aplicaciones son una gran manera de proporcionar perspectivas, clientes potenciales y clientes con herramientas utilizables, tales como calculadoras, hojas de consejos, y mucho más. Y, como el ciclo de ventas B2B sigue creciendo, recuerda el viejo dicho “si no se puede vender, que sea útil ‘.

A medida que la tecnología continúa desarrollándose a un ritmo rápido, lo mismo ocurre con las oportunidades para los anunciantes B2B. En el caso del marketing móvil, la información del usuario y el comportamiento de herramientas tales como aplicaciones ahora se puede integrar con los sistemas de CRM. Esto significa que los datos de uso de móviles ahora pueden formar parte del recorrido del comprador y los patrones de comportamiento. Este enfoque omni-canal proporciona una oportunidad de consolidación más amplia y un proceso de compra totalmente personalizado para la perspectiva o el plomo.

Localización y beacons

En el marketing B2B, un enfoque muy específico y segmentado a la mensajería proporciona los mejores resultados y el retorno de la inversión. La personalización de contenido y comunicaciones es el objetivo de todos los marcadores, y la tecnología móvil está proporcionando una oportunidad para aprovechar esto aún más. Utilizando datos de dispositivos móviles, los vendedores pueden orientar su actividad a las perspectivas, clientes potenciales y clientes en un lugar determinado, o área. con el uso de beacons, es posible enviar información específica a los individuos dentro de los espacios establecidos, que podrían ser utilizados en ferias comerciales, por ejemplo.

En este ejemplo, la comercialización basada en la ubicación se puede utilizar para atraer a los visitantes a una cabina en particular o de pie usando mensajes concretos que hace referencia a los beneficios del producto / servicio. Teniendo en cuenta que el espectáculo es probable que atraer a personas con necesidades similares y puntos de dolor, el uso de balizas toma el marketing dirigido a un nivel más profundo.

1 NUEVO MENSAJE: Mobile es un milagro de marketing

Cuando estás trabajando sobre una campaña de marketing multicanal, presta más atención a lo que  la parte móvil pueda desempeñar  y el retorno de la inversión que pueda generar. Incluso si el enfoque requiere prueba de concepto en el negocio antes de un despliegue masivo,  vale la pena comenzar los experimentos ahora. el uso de la telefonía móvil en el marketing B2B sólo  va a seguir creciendo a medida que avanza la tecnología, por lo convertirá en uno de los primeros en aprovechar los beneficios.


Realtors, how to know when to quit your real estate career

Over the years, social networking has given rise to a new breed of Realtor, some call them conference junkies, others call them free conference speakers, others call them fake gurus, but they typically still call themselves “Realtors” to garner credibility.

Recently, I was talking to one of these types (who is actually a friend, but I digress) and he said, “I hate real estate. Clients always suck.” Ouch.

Another of the gurus said in a private conversation to me, “I hate Realtors” yet asks them to spend money with him at conferences and on products he’s selling.

I get it, the first guy is talking in general about nightmare clients and the second is talking about the big haired, cheetah tights wearin’ bimbos rollin’ in their hard earned Mary Kay pink Caddy. We all hate those types or we wouldn’t be here talking together about how to improve our businesses and the overall industry so that consumers have an improved experience.

But it got me to thinking– when I first met the people who now populate the conference circuit, they were regular Realtors curious about blogging and their recent shift in career (despite them telling you they’re Realtors although they’re on the road talking to you about Twitter 200 days a year) probably should have happened a couple of years ago.

Clearly, they sought more than just being a Realtor- for some it’s glory, the feeling of being a popular kid, for others there really is a sincere drive to help others with the knowledge they’ve gained but either way, they weren’t happy being Realtors or they still would be.

Knowing when to quit real estate

There are a million reasons to quit real estate, and there is no shame in moving on, really there isn’t. I would argue that the lack of happiness is the top reason to quit real estate whether you’re making money or not. If you’re not excited about your career and happy where you are, get the hell out because your consumers will know they’re part of your unhappy system and know you’re not giving them your all.

A recent psychological study showed that being in a bad career is more detrimental to your mental health than being in a career you hate. “Analyzing more than 7,000 working-age Australians across a great number of data points, the researchers found that people defined good jobs as ones that provided a defined social role and purpose, friendships, and structured time (among other things). Being hired into these kinds of jobs resulted in an overall improvement in mental health. Conversely, those in jobs that offered little control, were very demanding, and provided little support and reward lead to a general decrease in mental health.”

Signs that it is time to quit your real estate career:

  1. If you haven’t had a closing yet this year, closings get pulled last minute and nothing seems to be working out and you’re miserable, there’s no shame in moving on.
  2. If you dread your phone ringing because you know it’s one of your jerkface clients and you hate talking to people, maybe it’s time to hang your hat.
  3. You don’t want to go into the office because you hate everyone there because they wear the R pin. They’re obnoxious and they’re people and you hate them. Sayonara.
  4. If you want to be a guru because you signed up for Twitter, it may be time to quit real estate. Don’t let the door hit ya on the way out.
  5. If there is a dream you want to pursue and you’re already broke and frustrated, now may be the best time.
  6. If you already know everything and are an expert in all things real estate, marketing, physics and psychology, you should definitely get out- no challenge and an assumption that you’re done learning means you’re finished.
  7. If lead generation of any form is annoying to you, the phone sucks, Twitter is stupid and email goes unanswered, maybe a graceful exit is in order.

Tell us in comments what other signs may point to a decent time to quit a real estate career.


Con los años, las redes sociales ha dado lugar a un nuevo tipo de agente de bienes raíces, algunos los llaman conferencias adictos, otros los llaman libres de conferencia altavoces, otros los llaman gurús falsos, pero por lo general todavía llaman a sí mismos “agentes de bienes raíces” para reunir credibilidad.

Recientemente, yo estaba hablando con uno de estos tipos (que en realidad es un amigo, pero estoy divagando) y me dijo: “No me gusta el sector inmobiliario. Los clientes siempre son los peores. “Ouch.

Otro de los gurús dijo en una conversación privada a mí, “No me gusta Agentes de bienes raíces”, pero les pide que gastar dinero con él en las conferencias y en los productos que está vendiendo.

Lo entiendo, el primer chico está hablando en general acerca de los clientes de pesadilla y el segundo está hablando acerca de los grandes, medias guepardo pelo wearin ‘cabeza hueca Rollin’ en su disco duro ganado Mary Kay rosa Caddy. Todos odiamos esos tipos, o no estaríamos aquí hablando juntos acerca de cómo mejorar nuestros negocios y la industria en general, para que los consumidores tengan una experiencia mejorada.

Pero me puse a pensar – cuando conocí a las personas que ahora pueblan el mundo de las conferencias, que eran agentes de bienes raíces regulares curiosos acerca de los blogs y su reciente cambio en la carrera (a pesar de ellos le dice Son agentes de bienes raíces a pesar de que están en el camino hablando con usted acerca de Twitter 200 días al año), probablemente debería haber ocurrido hace un par de años.

Claramente, buscaban algo más que ser un Realtor- para algunos es la gloria, la sensación de ser un chico popular, para otros no es realmente una unidad sincera de ayudar a otros con el conocimiento que han adquirido pero de cualquier manera, no eran feliz de ser agentes de bienes raíces o que todavía lo serían.

Saber cuándo dejar de fumar inmobiliario

Hay un millón de razones para dejar de bienes raíces, y no hay vergüenza en seguir adelante, realmente no lo hay. Yo diría que la falta de la felicidad es la principal razón para dejar de bienes raíces si usted está haciendo dinero o no. Si no está excitado sobre su carrera y feliz donde está, lárgate porque sus consumidores sabrán que son parte de su sistema infeliz y saben que no les está dando sus todos.

Un estudio psicológico reciente mostró que estar en una mala carrera es más perjudicial para su salud mental que estar en una carrera que odio. “El análisis de los australianos de más de 7.000 en edad de trabajar a través de un gran número de puntos de datos, los investigadores encontraron que las personas definen buenos trabajos como los que proporcionan un papel definido social y finalidad, las amistades y tiempo estructurado (entre otras cosas). Ser contratado en este tipo de puestos de trabajo como resultado una mejora general de la salud mental. Por el contrario, aquellos en los trabajos que les procuraron poco control, eran muy exigentes, y proporcionan poco apoyo y plomo recompensa a una disminución general de la salud mental “.

Las señales de que es hora de dejar su carrera de bienes raíces:

  1. Si no has tenido un cierre sin embargo, este año, los cierres se dan a  último minuto y nada parece estar funcionando y estás triste, no tengas vergüenza en seguir adelante.
  2. Si temes que suene el timbre de tu teléfono, ya que sabes que es uno de tus clientes jerksface y te gusta hablar con la gente, quizás es el momento para colgar tu sombrero.
  3. No quieres ir a la oficina porque odias a todos allí , son desagradables y  son personas  que los odian. “Sayonara.”
  4. Si quieres ser un gurú, porque te has suscrito a Twitter, tal vez sea hora de dejar los bienes raíces., no dejes que la puerta te golpee en el camino de salida.
  5. Si hay un sueño que deseas seguir y  estás frustrado, ahora puede ser el mejor momento.
  6. Si ya sabes todo y eres un experto en todas las cosas de bienes raíces, de marketing, física y psicología, y no tienes mas retos que cumplir, significa que ya terminaste el aprendizaje.
  7. Si la generación de prospectos de cualquier forma es molesta para ti, el teléfono te hace gastar, Twitter es estúpido y el correo electrónico no recibe respuesta, tal vez es ya tu hora de  salida elegante.

Cuéntanos en los comentarios que otros signos pueden indicar que es tiempo  para salir de la carrera de bienes raíces.

Tendencias y realidades en Marketing Digital para el 2016

La revista americana Forbes destacó  cinco aspectos a considerar que marcarán tendencia en marketing digital en el 2016:

1.- La edad dorada del video

Si bien es cierto los anuncios en video no son completamente nuevos, en el 2016 pueden vivir su máximo esplendor. Las cifras han ido en constante aumento y el interés de las marcas ha ido incrementándose. Ante esto, es necesario saber que Google ya decidido incorporarlos a sus resultados de búsqueda.

2.- Google y  su terreno app

Las apps aún no han pasado de moda y seguirán marcando tendencia en el próximo 2016. Las marcas se van a centrar aún más en las aplicaciones móviles, ya que el ecosistema app se ha convertido en un entorno mucho más amigable para sus resultados. De este modo, las app obtendrán mayor protagonismo el próximo año.

3.- La era del móvil

El 2016 será el año de consolidación del marketing móvil. Las cuestiones de tráfico web se van a centrar en el ámbito móvil, por lo que cada vez serán más los esfuerzos que las marcas tendrán que realizar en este terreno.

4.- El internet de las cosas y los wearables

Todos los elementos de la vida de los consumidores se encuentran en internet, por lo que estar conectados permite mucho más oportunidades a las marcas. A esto se suma que cada vez son más habituales los wearables, los dispositivos tecnológicos que se llevan como accesorio, por lo que crea un ambiente mucho más favorable al avance del internet de las cosas.

5.- La publicidad será más cara

La publicidad en el 2016 será definitivamente mucho más cara ya que se innovarán nuevas estrategias que harán que las marcas tengan que rediseñar sus pasos, para llegar de manera más rápida al consumidor.


Te esperamos en:


Por qué todo negocio no debe ignorar el SMS Marketing


Nuestros teléfonos son una parte vital de nuestra vida cotidiana – ya sea mensajeando con amigos, comprobando las redes sociales, envíar correo electrónico, ver vídeos, búsqueda de direcciones, escuchar música, jugar juegos o una serie de otras funciones.

Nuestros teléfonos inteligentes han superado a la televisión cuando se trata de la cantidad de tiempo que pasamos en ellos y parece que su uso sólo indica que va a aumentar aún más, ya que se convierten en una gran parte de nuestras vidas. es imposible ignorar el teléfono y lo que no debe ser ignorada es esta oportunidad de marketing. Uuted siempre debe tratar de atrapar a sus clientes dónde esten y, muy probablemente, van a estar en su teléfono.

Pero, además de llegar a los clientes en los que tienen más probabilidades de ser, cómo puede usted beneficiarse del SMS marketing?


Es bueno el Texto?
La Gente prefiere recibir mensajes de texto a un email en su bandeja de entrada o un folleto de peluche a través de su puerta. a diferencia de los otros dos, un SMS no es visto como un bien tan desechable – no es una reacción natural a simplemente eliminarlo. desde el punto de vista de los negocios esta es su oportunidad para hacer frente a un cliente directa y personalmente. Usted puede encontrar un tono y una voz que su público aprecia y utilizarla de manera eficaz. El destinatario recibirá un mensaje que muestra que sabe y entiende sus gustos – especialmente si contiene una oferta jugosa o las noticias a principios de un nuevo producto o servicio. Por esta razón, los textos funcionan no sólo para mejorar el negocio, sino también para hacer que sus clientes se sientan queridos y les animan a permanecer leal.

La naturaleza personal de un texto también significa que su campaña de marketing está garantizada a estar llegando a las personas adecuadas. no sólo se puede apuntar a un grupo conjunto de personas, pero también se puede tratar de ponerse en contacto con ellos en el momento más eficaz del día. piense en cuando sus clientes tienen más probabilidades de la búsqueda de su producto. ellos no van a reservar unas vacaciones durante la hora pico de la mañana hora, por ejemplo.

SMS Marketing es una forma eficaz de hacer frente a una serie de diferentes objetivos de marketing. ¿Quieres anunciar un nuevo producto o servicio? Textee a sus clientes, les enviaremos un enlace para obtener más información y obtener la palabra que hay. ¿Quieres aumentar a medida? Envie un código de cupón o vále y tendra a sus seguidores leales a parte de su dinero. ¿Quieres información sobre su negocio? Lance un estudio móvil, que también le permite enviar preguntas basadas en las respuestas que obtenga, para una experiencia efectiva y valiosa.

Una campaña de SMS puede ser una muy rentable manera de llegar a un gran número de personas en tiempo rápido y doble. Paquetes muy economicos en Cupon Mobil por mensaje de texto y se puede ver a cientos o miles de mensajes que salen en un instante. La velocidad y el costo lo convierten en una opción económicamente sensata – especialmente en comparación con el tiempo y el costo de la impresión y la entrega de la misma cantidad de mensajes!

Una campaña de SMS puede ser monitoreado y analizado de manera efectiva por Cupon Mobil , con datos ricos para ser estudiado minuciosamente. También puede realizar un seguimiento de la retroalimentación con las encuestas móviles – obtener una visión fundamental en sus campañas que ayudan a entender más su mercado objetivo y dar forma a los mensajes de marketing en el futuro.

Si usted piensa que el SMS es importante ahora, espere a que la tecnología portátil despegue. Con el  Apple Watch abriendo el camino, los dispositivos en nuestra muñeca pronto será un hervidero para darnos un adelanto de nuestros mensajes de texto – por lo que es más fácil y más eficaz que nunca para llegar a los clientes.

Pida ya mas informacion:


Back to School: 10 Lessons to Improve Your Real Estate Marketing

Like your childhood education, learning how to become a real estate marketing superstar takes time and effort — including lots of studying and, yes, even homework. No, there are no tests to take or reports to create, but there are activities you can do to educate (or reeducate) yourself on the art of digital marketing, like optimizing a fully fleshed-out real estate website, drafting a social media strategy that earns you fans and followers, or enhancing your email marketing campaigns. Becoming an A+ real estate marketing student doesn’t happen overnight, so start with the basics and gradually move on to more advanced marketing tactics.

Real Estate Marketing 101: Learn the Bare-Bones Basics
Even if you’ve adopted all of the latest tactics for your real estate marketing strategy, you can always benefit by going back to the basics and accounting for all of the moving pieces. Specifically, go all the way back to your initial planning phase for your marketing — before you created even one piece of content or got your website up and running — to gain an understanding of where you can improve your regular activities, along with the tools and resources you use to conduct them.

1) Establish daily, weekly, and monthly marketing processes and ideate specific tactics.
Like a musician preparing to record their next album or a football player getting ready for next week’s game, maintaining a high-quality online presence requires practice. Get into a routine with your marketing activities so they become second nature and, in turn, don’t seem like chores. A routine will help you know when to write blog posts, update your website, post to social media, send email, create videos, and perform any other tasks you undertake for your real estate marketing plan.

There is no one correct way to begin your digital marketing strategy. Just list all of the ways in which you wish to promote your brand online and the activities associated with those outlets and tactics. Ask yourself questions like:

What are my goals for using this marketing channel/activity?
How often will I need to measure the performance of the channel/activity?
What resources can help me best use this channel/activity?
How have other real estate agents implemented this channel/activity?
How much time do I need to allocate to this channel/activity each day, week, and month?
Again, you will develop good marketing habits over time, as you become more adept with each medium and method, but this is the optimal starting point for any successful online marketing campaign. If you want to make sure you don’t forget your high-level goals for your marketing, do as Content Marketing Institute Vice President of Content Michele Linn advises and set up a concrete marketing mission statement that clearly outlines your audience, value proposition, and what you hope to achieve with your promotional plan.

2) Find and implement software that will streamline your online marketing.
What good are your real estate marketing ideas if you don’t have the right tools to help you easily execute your activities? Nearly 90% of agents’ time is spent prospecting — working the phones, sending email, showing listings, and meeting with clients — so maximizing your time on your digital marketing plan is a must.

Keep in mind that while there are certain real estate agent marketing activities you should definitely automate, some need to be addressed with a hands-on approach, like providing customer service to your leads and clients. But as long as you have some software in place (much of which is free, or available with a free trial for a few months or so), you’ll find hours are saved each week — and days are saved each year — on performing marketing duties.

3) Just start writing: Create a significant backlog of content for your website pages and blog.
In an ideal world, you’ll craft dozens of unique webpages and original blog posts in the month or two leading up to the launch of your website … but we unfortunately don’t live in that world. Planning and creating pages and posts takes time. This can be an overwhelming aspect of your real estate agent marketing plan whether you’re a first-time agent or an older agent, but once you realize the content types home buyers and sellers consume, you’ll breathe a lot easier.

Most buyers and sellers turn to real estate websites to find out who an agent is (e.g. education, sales history, career background, certifications, designations), what distinguishes them from the pack (what they specialize in and what past clients have to say), and information about their markets (how safe the area is and what local commerce is like). So, as long as you know your audience and what drives clients to work with you, you have your content marketing strategy essentially planned out for you.

Aside from these specific preferences among your buyer personas, some of the best webpages and blog posts you can produce are the ones you most often read on other agents’ websites, including (but most definitely not limited to):

Community and area pages: You likely already keep up with the latest goings-on in your market, so why not share information on events, news, and trends with your audience with community and area pages. Similarly, discuss what you know about specific facets of your housing market, like ideal neighborhoods for high-end buyers and where the best parks for families are located.
Educational blog posts: Even beginner real estate agents should realize that many buyers and sellers have limited knowledge regarding home transactions, what they need to know to be prepared, and the other aspects that go into purchasing and selling properties. So, share your buying and selling expertise with your audience.
List-based articles: Everyone loves a good listicle article, whether it’s the top 10 retailers in your market where your leads and clients can find the best decor and furniture or the 10 best restaurants to open over the last year. Ponder what elements of your market most interest people and you’ll figure out what’s worth writing about.
Even if you only have a rough idea as to what pages you want to include on your site, writing your thoughts down ensures you have plenty of content inspiration for later, when you can develop more concrete ideas into informative pages and posts.

Real Estate Marketing 201: Make the Most of Your Website
Now that you understand the foundation of thriving real estate marketing strategies, turn your attention to the center of your marketing universe: your website. Without your site, none of your other marketing activities will make much of a difference in establishing yourself as the go-to agent in your market, so direct your energy toward making yours as optimized as possible.

4) Optimize your on-page real estate website elements.
At first glance, it may seem like all you need to do to make your real estate website adored by search engines is to add a handful of keywords related to your market. This strategy worked … around 2003. Today, a more intricate strategy is needed to get your site in the top few pages of search results and it all starts with your site’s on-page elements:

Distinct copy that educates: Search engines are smart enough today to understand when sites provide real value to readers with their content versus just stringing together keywords or pitching services. This isn’t to say you can’t sell on your site — it just means you need to provide explanatory, helpful content and not just sales heavy content.
Create user-friendly navigation and design elements: If your audience can’t easily navigate your site and find what they’re looking for, they’ll abandon it almost immediately. Make sure your navigation bar includes all the pertinent links your visitors will need to get the information they want and, just as importantly, convert into leads.
Keywords are implemented in prominent areas: From header tags to URLs to content titles, your keywords need to be included in notable aspects of your site. So carefully craft your content to incorporate the appropriate keywords for each page and post.
To ensure your site is Google- and Bing-friendly and is as enhanced as possible to rank well in search engine results pages (SERPs), use one of the many on-page ranking tools recommended on the HubSpot blog, each of which can tell you where you’ve done well optimization-wise, which parts of your site need more work, and a score or grade as to where you stand at the moment.

5) Develop many pages to showcase listings, company info, and housing markets.
There’s no limit to the number of pages you can add to your website. A common myth is that having a couple landing pages is all an agent needs to win over visitors, but this is unmerited. The more pages you have, and the more information you offer your audience, the more likely you are to get found.

Webpages also need to be optimized to convert visitors into leads. Calls to action (CTAs) with a clear value proposition and pleasing design need to be added. Strong copy that positions you as a wise and all-knowing agent needs to be included atop each page. Social proof, like reviews and testimonials, have to be included to show you have a great track record.

All in all, you need to relay as much about you, your brand, and your market as possible without coming off as too promotional — certainly a fine line to draw, but one that can be accomplished with some practice.

6) Enhance your site with imagery, videos, and other multimedia elements that wow.
Your most noteworthy listing, interesting homes for sale in your market, your headshot, client reviews, and testimonials: What do they all share in common? None will be promoted most effectively without visuals. Whether it’s stock photos, professional pictures, or video footage, some form of multimedia should accompany each page and post on your site.

As long as your photos and videos are relevant to your business, you significantly improve your website’s lead-converting ability, so take time to source ones that can be used across your digital presence. For example, if you take photos of the most popular neighborhoods in which you work, use them on your community pages to relay what makes each one interesting or customize some of them with text overlays to use as featured images within your blog posts.

The point is imagery can play an important role in making the most of your website, so brighten it up with amazing-looking pics and clips and consistently add new multimedia elements to keep your site fresh.

Real Estate Marketing 301: Focus on Off-Page Engagement
Your website is good to go, and all that’s left is to optimize your off-site channels. This may sound easy to accomplish, but to complete this activity, you first need to list every single digital locale in which you have a presence and figure out which need to be modified for your real estate marketing plan first. One place that makes the most sense to begin this effort is on social media.

7) Converse with fans, followers, and favorite-ers on each of your social media channels.
“Social is the way our work gets discovered. Content that is truly exceptional, unique, and useful can earn tremendous awareness through social media, and that social amplification often leads to great links, which leads to great rankings.” This tidbit from Moz Founder Rand Fishkin epitomizes the mentality agents need to have with their real estate social media marketing channels — but it’s only half of what’s needed to truly succeed on social. The other half entails reaching out to those who engage with your brand: from ardent fans and followers who comment on your status updates and pins to the occasional retweeter who messages you to ask a question.

Start your offsite marketing optimization by making sure your social media presence is strong, both in terms of the content you share, which should be enticing and interesting, and the engagement levels you have on each medium. Be thorough and prompt with your responses to those who reach out to you. Also, don’t forget to take initiative and message those you think would enjoy your content (for instance, those who may have shared some of your blog articles on Google+), and friend request/connect with others who aren’t yet in your social network circles.

8) Produce Oscar-worthy videos to publish on your YouTube channel.
One thing many agents forget is YouTube is a social network — one that’s home to hundreds of millions of channels and receives billions of views monthly. As renowned marketer Amy Porterfield notes, social media and video go hand in hand: Your YouTube account can drive more traffic to your other social profiles, while sharing your videos on social networks helps garner more traction to your YouTube channel. Moreover, social media posts with videos are shared 12 times more often than updates with just text and/or links.

The evidence is there: Video marketing is not only here to stay, it’s a growing factor in practically every brand’s online marketing plans. While it may take some time to learn how to produce stellar real estate videos — or, at the very least, find the right third parties to create them — map out how you can fill web pages, blog posts, and social media messages with videos so you can enhance your digital presence. Moreover, don’t forget to optimize your YouTube channel, which entails more than publishing a regular stream of videos.

9) Make your online presence known on other prominent and pertinent sites.
From guest posting to content syndication, there are a wealth of content promotion opportunities at your disposal — the trick is building the right network of influencers and industry connections willing to share your content with their networks.

This marketing approach requires first reaching out to dozens of people to gauge their interest in sharing your content and researching those who regularly share others’ content to see what drives them to do so. Sometimes, these promotion partners ask for something in return, like promotion of their own content or products and services or an IOU for a spot on your blog at some point down the line. The bottom line is that getting others to spread awareness of your content requires some give and take.

Read what more than a dozen marketing experts told BuzzSumo they do to ensure their content receives considerable amounts of promotion to get the most mileage out of their content. For instance, SEO marketer Steven Sparber noted, “Original, creative observations will generate content that resonates with people.” In other words, make your content unique and intriguing to a wide audience and you vastly increase the odds others will share your content online.

If promotional share requests don’t pan out, you can simply interview well-known personalities for your real estate blog. Since you’re giving them a platform to speak their mind, you don’t have to convince them to share your content: They’ll do that on their own.

10) Develop drip real estate email marketing campaigns to nurture leads.
Three-quarters of marketers believe email marketing will offer excellent return on investment for their brands in five years. The primary reason for this widely held belief is simple: Email — and, more specifically, email drip campaigns — prove more and more effective in nurturing leads through the marketing funnel. Real estate lead generation is every agent’s focus, but many agents forget once they secure those leads, the job is far from over.

Manually sending email to each and every lead is a thing of the past. Nurturing leads with real estate email marketing drip campaigns allows you and your brand to stay top-of-mind with buyers and sellers as they wade through their options and consider hiring an agent or searching the market for listings. If you have a group of leads who fill out a form to access your home buying or selling checklist, for example, you can set up an automated workflow of email to these prospects, gradually offering them more relevant information and, eventually, offering your services to help them.

Create numerous email messages — or use a service that offers them pre-made — to implement and send over time to engage your leads and influence their decision-making.

Are you a beginner real estate agent who’s just starting your digital marketing? You’ve come to the right place: Use our free real estate marketing plan template to map out your strategy from top to bottom and ensure you get found online by your niche audience.

Are you a veteran at real estate agent marketing? What “basic” promotional tasks and techniques do you come back to routinely to improve your online presence? Share how you bolster your website, social accounts, and other marketing components with us below.

Te esperamos en :

El Evento para los profesionales de Bienes Raices

Diez secretos que LinkedIn no te revelará nunca

1. Mantenga un perfil bajo. Actualizar su perfil cada dos días puede parecer una gran estrategia de marketing personal; sin embargo, corre el riesgo de resultar molesto para sus contactos. La solución: Vaya a control de privacidad y en “seleccionar quién puede ver mis actualizaciones”, ponga que “solo usted”. Esto le garantizará a su currículum, un factor sorpresa.

2. Sea desagradecido. Pídale a sus contactos que se conecten con usted solo por sus principales atributos. Un alto número de contactos con las mismas similitudes de perfil que usted influenciará positivamente el número de visitas a su perfil. Tenga el coraje de eliminar los contactos que no son centrales en su rubro.

3. Sea flojo. Vuelva a usar el contenido que ya tiene en su perfil, esto amplificará el mensaje de que es muy consistente. Comunicar diferentes formas del mismo contenido ayudará a reforzar sus mensajes.

4. Acepte invitaciones de gente que no conoce. Ignore la advertencia de LinkedIn de aceptar solo las invitaciones de la gente que conoce, pues la misma le ayuda a permanecer exclusivo, pero no permite que otras personas lo encuentren. El algoritmo de la red social favorece a los que están en su red.

5. Sea un camaleón. No asuma que otros saben cómo pronunciar su nombre o que lo cambió. Incluya todos sus nombres.

6. Sea locuaz. Conozca el límite de caracteres para cada sección y úselos todos. Esto le dará la oportunidad de repetir palabras clave, que son importantes para ser encontrado.

7. Sea desorganizado. Reordene el contenido de su perfil, esto le permitirá poner primero lo que más importa y elegir en qué habilidades deberían enfocarse sus contactos.

8. Sea selectivo. No sienta que debe incluir cada detalle de sus trabajos, sobre todo si no van en línea con el rumbo que le quiere dar a su carrera.

9. Sea cuadrado. Dirija a la gente hacia su perfil utilizando un código QR en su tarjeta de presentación. La próxima vez que esté en una reunión de trabajo, la gente podrá instantáneamente crear enlaces con usted.

10. Sea un ladrón. Comparta el contenido de LinkedIn que le parece interesante en otras redes sociales. De este modo, incrementará su perfil digital y la consistencia de su perfil.

Fuente: FORBES, te esperamos proximo año en:

10 real estate technology insights for this year ( )

  1. Mobile will become the indisputable focal point of REAL ESTATE TECHNOLOGY                                                                                                                                                                                                                     imagen.screeen                        
  2. Beacons Technology will be used to post SIGNS

ibeacon-with-wifi-13. Drone photography and video will be regulated by FAA    beacons-drones

4. Prepare for instant,practical aplications of real estate technology,from mailing postcards via an App to on-demand showings. 


5.Zillow and Trulia will continue to dominate consumer searches




Source: Will Caldwell : Speaker at  “Tech Conference”  Jaco,Costa Rica, Dec. 2-3