Spend money to make money?

Screen Shot 2016-08-15 at 4.36.30 PMTechnology is opening new doors everyday across every industry and real estate is no exception.  As the largest trade organization in the country, new technology vendors are constantly looking to tap into the real estate industry.  This means brokers and agents alike are inundated with looking at and incorporating new technologies into their marketing mix all the time.  We can’t all do everything, but does what we buy and how much we spend on technology actually make us more money?

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What Is Mobile Marketing?

Mobile marketing is a broad term because it can refer to several different ideas or topics at once. Simply put, mobile marketing deals with how the producer can maximize participation and profit while ensuring a quality experience for the mobile user.

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Merry Mobile – Happy Facebook!

With the holidays upon us and the snapshot of our year quickly developing before our eyes if it had not been developed already, for many, reflection sets in.  As I joined the Lucky Strike Social Media Club for dinner this past week at the Roger Smith Hotel in New York City not only did we discuss many of the people, technology and social media strategies of the past year, but in individual conversations, looking towards next year was on the forefront of many minds.

What does one do after day 365 of 365 things to do?  Should I keep my website and blog site separate?  Should I combine and streamline my websites?  What marketing will I keep doing?  What will I stop doing?  What new marketing should I do?  All valid questions, certainly not isolated to those around the table, but instead the same for thousands of realtors and professionals across the country.

I remember having a conversation with Steven Fells, CEO Agency Logic (www.agencylogic.com) at the beginning of the year in which he said to me “this is supposed to be the year Mobile explodes,” and it has.  We have seen tremendous growth this year in the mobile space and will see even more in the year to come.  Even more than the explosion of mobile though I would say was the explosion of the term “Social Media” which was plastered, said and seen everywhere you looked or at any real estate event you attended this year.

Overall, its explosion was greatly in the form of trial and error.  Everyone tried it, most people didn’t make any money from it, few used it exceptionally well to generate new business and as Chris Smith, Tech Savvy Agent (www.techsavvyagent.com) put it, “create their business savings account” for next year.  Another great point that was made over dinner was the fact we can’t forget that there are a TON of other ways to make money using the internet to market your business.  Facebook can simply be a way to drive traffic to other internet marketing channels since that’s where a lot of the eyeballs are right now.

Whether you are going to spend more, less or the same amount of time on Facebook next year one thing to take away from this year’s many trial and errors is that you better have a method in place to capture leads and generate new business from your marketing efforts.  This year approximately 20% of your web traffic came from mobile devices and that will only increase next year.

If your website/internet marketing efforts are not mobile enabled, you will lose out on your chance to capture that business.  Furthermore, if you planning to incorporate the fourth quarter’s most talked about technology, QR Codes, in your marketing next year – you better make sure when scanned they are driving people to a mobile enabled destination or you are simply doing it wrong!

There only trial and error when it comes to mobile is not trying – that would be a huge error.  Take the time during the next couple weeks as you reflect on your year and formulate your marketing plan for next year to create your Mobile Strategy.  Having a mobile strategy is a sound and effective means to maintain and grow your brand and business.

Merry Mobile – Happy Facebook!

Does Your Brand Have Mobile Integrity?

Monday June 14, 2010

As the Rye Town Hilton in Westchester County was home to RISMedia’s 2010 Leadership Conference and “The Real Estate Social Media Summit,” the whole placed buzzed of blog-posts-in-the-making for the nearly 1,000 in attendence—as there was an overwhelming amount of information to soak up in 48 hours.

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The Digital World

In my life, I’ve worked in retail, promotions, I was a DJ on a rock radio station and now I find myself as an Interactive Media Director. Although these jobs are very different, like anything there are some similarities. One similarity is the need for explanation. I would need to explain products and services to the customers of the retail store where I worked as a teenager. Then as a young adult I found myself explaining contest rules while pitching some sponsor information as I worked on the streets as a promotions director. Explanation was a major part of what I did as a radio DJ because, well, if your audience doesn’t understand what you’re saying, they’ll never do anything that you may need them to do. (buy concert tickets, visit the morning show Jock at a car dealer, and all the other crazy things radio stations need to do in order to remain in business.) Most recently I find myself explaining digital media to people, from all walks of life. It seems that everyone needs to know about digital media and new technology, and they need to know for different reasons. A local business owner needs to know about new technologies because they may help him cut costs, or open up a new avenue for marketing to his potential customers. At the same time a person working in sales needs to know about what digital features are now part of what they offer to clients, or what their competitors are offering so they can sell against or around it. At the end of the day, everyone needs to understand what tools and capabilities are out there, and they need to understand for different reasons. Since I’ve been a professional explainer, helping all to understand what’s in front of them for quite some time, I’ll now offer that service to you. Let’s face it, you NEED to know what social networks are, how and why they are used. You need to know what Twitter is and why everyone keeps asking you if you’re blogging. You need to know the difference between and e-mail database of customers and a database of customers who have opted in for you to text message them offers and information. You will definitely need to know the difference between APPs and WAPs and how if at all, it applies to you and what it is that you do. Intimidated yet? Even if you are, there is one thing that all of these elements have in common, and it is the understanding of this common factor that will help you not only understand each individual element, but it will put you in a place, mentally that will help you apply what’s right for you, your business and/or your goals. The common factor is that all of the elements are all located in one place and that location is the Digital World. We’ll start by understanding what that is.

We, as people don’t just live in houses on streets, in neighborhoods that make up towns, in cities of counties that reside in states that make up country’s within continents that make up our world. Within all of that, at any moment we can remove ourselves from that world, and enter the Digital World. I’m not just referring to the kid who sits in his basement and pretends to be a Sorcerer with healing powers while he plays an online role playing game. You are right to say that he is in the Digital World, but so is the business man who has his blackberry 8 inches from his nose while he lay in bed each night. You don’t need to be locked away or positioned in any particular place in the real world, to enter the Digital World. You would only need a point of entry. I assure you that these two worlds do intersect all the time, but for the purposes of understanding we’re going to be looking at the Digital World individually because it is after all very different. To gain an understanding of all the elements that make up the Digital World, you will need to concede to the fact that such a world exists, and people around you in this world are popping in and out of the Digital World all of the time. We as people don’t just live in the real world anymore, we live in both. Almost every single one of us. So I ask you, when it comes time for you to communicate to a certain group of people, to convey a message to them, to advertise, to separate the people of the real world who may be interested in giving you’re their hard earned money in exchange for your product or service, are you taking into account how these people live their lives in both the real world as well as the Digital World? If you’re not, I assure you that you are wasting a lot of money. And not because you aren’t speaking to the right people, but because you’re speaking to the right people the wrong way, or at the wrong time.

To understand the Digital World, let’s compare it to the features that make up our world. The atmosphere of the Digital World is made up of Wi-Fi, wireless, and cell phone 3g & 4g networks. They encompass the entire Digital World, laying a transparent blanket of opportunity to enter the Digital World. The roadways, ship lanes and air routes are the internet. Which creates the ability to navigate through the entire digital world at lightning speed to reach your desired digital destination. A website is a house, business storefront, office or factory, while a blog is a diary or a newspaper article. There is only one thing that the Digital World requires that the real world does not, and that is a point of entry or gateway. Your computer, laptop, netbook, cell phone, smartphone, iPad, etc. is this gateway. It gives you the access to the Digital World that you want. I say, “…the access that you want…” because you choose whether or not to have a cell phone that can access the internet, you choose to own a PC or laptop, the choice is yours. I specifically said that those devices, those gateways give you the access that you “want,” rather than the access that you, “need.” I did this because once you have an understanding of the Digital World you will be able to more accurately know what you need to accomplish the goals you will set.

By Michael Batiste

V.P. Business Development

Mobile Card Cast

Is Your Brand Fluent on Mobile?

The fact that consumers are going mobile is no secret; especially to those of you who join us here on a weekly basis.  In a year (2009) when all other forms of media consumption as well as media spending decreased, it came as no surprise to me that mobile was the only channel of media which increased dramatically.  The question becomes not if consumers are going mobile – they are, but how and why our mobile devices are becoming our most important?

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The Medium of the Moment

Men lie, women lie, numbers don’t lie.  The facts are clear, people are just not communicating verbally as frequently as they once did.  Text messaging, e-mail, internet and the all mighty social networking sites are all so readily available to us through our beloved mobile devices that we don’t need to either.  We can communicate with five people, in five minutes, five different ways without ever making a phone call.  So in today’s fast paced real time world is the shift in the way we communicate and interact with one another simply a byproduct of that?  Sure it is; as individuals we use the technology that is available to us to make our lives easier and more efficient.  However, as businesses, we must recognize the shift, quickly adapt, and market our products and services through the mediums of the moment in order to capitalize.

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