The Referral That Got Away: How to Make Sure Your Online Reputation Doesn't Hijack Your Most Valuable Lead Source

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The Referral That Got Away: How to Make Sure Your Online Reputation Doesn't Hijack Your Most Valuable Lead Source Powered By Docstoc
					The Referral That Got Away

Ernie Graham
Product Management, REALTOR.com®
Referral Armageddon
How Consumers Found Their Agent
Agents are very good at getting referrals…
…because we are Social Animals.
Unfortunately, TOO GOOD sometimes
              Friends making   Buyers and
     AGENTS      Referrals       Sellers
How is the Consumer responding?


•    65% of the time:
     They pick one agent and contact them            35%
•    35% of the time:
     They pick two or more agents and contact them         65%
How do they decide who to contact?
 Buyers/                   SEARCH                        SITES with Your
 Sellers                                                     Profile




             Ernie Graham
             Ernie Graham Realtor
               Ernie Graham Denver
               Ernie Graham Denver Realtor
               Ernie Graham Denver Real Estate
                                                        Company	
  or	
  Agent	
  
               Ernie Graham Denver Real Estate Agent
                                                           Website	
  
The Referral’s Mindset
What are Referrals looking for?
                                                 LOCAL/NEIGHBORHOOD
 RECOMMENDATIONS & Reviews   CONNECTIONS/TRUST       KNOWLEDGE




        TOP
       RATED
Typical First Page Search Results
FOCUS on first page of Google results
Your Profile on your Company’s website

•    Current Picture of Yourself
•    Client Testimonials / Recommendations
•    Listings (Sold & Active)
•    Past Sales
•    Local Expertise
      –  Link to YOUR Website, Blog, Facebook page
Your Website

•    Current Picture of Yourself
•    Client Testimonials / Recommendations
•    Listings (Sold & Active)
•    Past Sales
•    Local Expertise
      –  Link to YOUR Blog and/or Facebook
LinkedIn

•    Current Picture
•    Build your Connections and increase
     likelihood that Referrals are connected
     to you with other people too.
•    Recommendations
•    Link to your website or blog for local
     expertise
Real Estate Portals
•    Claim your profile!
      –    Current Picture
      –    Recommendations and Reviews
      –    Q&A participation
      –    Link to your website and FB
      –    Claiming will reveal active listings
      –    Connect FB for Social connections
      –    Link to your website
FaceBook and/or your Blog
       LOCAL/NEIGHBORHOOD
           KNOWLEDGE




                            =	
  
All roads should lead to great content about YOU



              YOU
Tips
Google Personalization
             No Pic, No Click


•  Alice or Nicole?
Use FREE HyperSocial Tools from Realtor.com
Online Recommendations/Reviews are KING

•  Realtor.com only supports Recommendations
   (like LinkedIn)..not Ratings
•  Trulia and Zillow support Ratings – Yelp too.
•  All have widgets to integrate with your website
              Social Connections
•  Facebook Social Graph
   –  Realtor.com: Consumers see how Agents are connected to them
   –  Trulia: Find agents based on friends that have recommended them
   –  Zillow uses FB to connect consumer with their own friends for local
      knowledge (no agent connect)
•  LinkedIn
   –  Defacto standard site for consumers to discover professional
      connections with Agents
   –  Put LinkedIn Profile link everywhere!
Links to YOUR website, YOUR SocialNets
                  Local Expertise
•  Claiming your profiles on big 3 Real Estate portals will cause
   your Active listings to show up on your profile with those sites.
•  Work with your company to get your active/sold listings &
   sales on your company profile
    –  Many times you can use same technology on your own
       website.
•  Participate in Q&A on Realtor.com, Trulia, or Zillow.
   –  One or more based on Google profile ranking!
  Ernie Graham
  Ernie Graham Realtor
    Ernie Graham Denver
    Ernie Graham Denver Realtor
    Ernie Graham Denver Real Estate
    Ernie Graham Denver Real Estate Agent
Place or link the content your referrals WANT
on the Sites they are going to SEE
  RECOMMENDATIONS & Reviews     CONNECTIONS/TRUST         LOCAL/NEIGHBORHOOD KNOWLEDGE




        TOP
       RATED


      Your	
  1st	
           LinkedIn,	
  Facebook	
     Lis1ngs/Solds/Posts	
  on	
  
      Page	
                                              your	
  1st	
  page	
  websites	
  or	
  
      Websites	
                                          linked	
  to	
  them.	
  
Be responsive when they contact you...
Close the deal..
And feed your profile(s) afterwards
  for more successful Referrals!
•  Get their Recommendation / Review
•  Make sure the transaction shows up on your website
   or profile
•  FB business page or Blog Post about the
   transaction
•  Connect with them on Linkedin and/or Facebook.
Thank you!
Ernie Graham
ernie@move.com

				
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posted:1/22/2013
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