BuzzRE: Internet Marketing Education for Realtors

About two months ago, the HomeQuest team put on a real estate educational event in Portland that I thought rock’d…  With four great speakers (Gahlord Dewald, Garron SellikenDavid Gibbons and myself) and some help from some local title reps, we brought together a few hundred agents to teach them about how they could improve their online marketing.

It was so much fun that I started pushing the team to create a similar event in Southern California…  and the team not only supported the idea, but everyone seems genuinely excited.  Assuming you’re a SoCal agent, then the only details you need to know are that we’re going to have the event on April 29th (9am to noon), it will cost only $20 and you can reserve your spot here: http://buzzreoc.eventbrite.com/

But for those that need more, here’s the catch… I want to improve upon the Portland event! And here’s my four ideas for how we can do that:

  1. Make sure we have even more great speakers!
    • We’re gonna have 8 formal presentations instead of 4… and a panel of 3 local agents who have successfully incorporated internet marketing in their business
  2. Make sure the presentation part of the day is extremely focused
    • We’re going to follow an overall structure that generally follows an Agent’s Work Cycle
    • We’re going to do it all in 2 hours, meaning each speaker will be giving approximately 15 minutes forcing them to focus on the stuff they find most important
    • We’re going to create one “overall” presentation so that we don’t spend time flipping between laptops/presentations and someone (in this case: me) is in charge of making sure the presentations will have a logical flow
  3. Make sure to include local agents who are actively generating substantial business from their internet marketing activities
    • So far, one local agent who has been rocking Facebook has agreed to be on the panel and I hope to announce the other two panelists in the next few days!
  4. Make sure the event is memorable!
    • For this, we’re giving it a fun name: BuzzRE OC  and…
    • We’re going to make sure it’s the most cost-effective educational event for every agent who attends.

So who’s involved?

Here’s the list of speakers as well as the tentative name of their presentations:

I’m convinced we can cover all of these super interesting topics in only 2 hours!   This means that we can plan for a solid 45 minute panel conversation with local agnets are doing interesting internet marketing and be able to wrap the whole event up in less than 3 hours!  As of right now, I have one panelist confirmed, one who has tentatively agreed and on the hunt for one more. The panelist situation:

  • Robin Milonakis:  who’s been rocking the Facebook world.
  • “Blogging” agent: I have a tentative agreement from an awesome blogger agent, but I don’t want to give her name until she’s confirmed
  • “AdSense” agent: I want one local agent who’s generates serious business from online ad buying to round the group out… If you have a recommendation for an appropriate agent, I’m all ears!

And please, please, please… If you have ideas for what we should cover in each section (or you have a better name for any of the presentations!), let us know!   In an ideal world, we’d be able to take the general presentation (from sphere marketing to lead generation to client management and back to sphere marketing) and bring it to many other parts of the country!   (Bringing in local experts where appropriate!)

I’m really hoping to create a can’t miss educational event for real estate agents and would love any and all help you can give in spreading the word. One more time, here’s the details:

Can’t wait to see you in the OC!

Fitting Internet Marketing into an Agent’s Biz Flow

Over the past 6 months, I’ve had numerous (too many to count) conversations with Garron Selliken about tools we could build for HomeQuest clients and/or M Agents…  Rather than just building cool stuff because we *could*, Garron consistently brings almost every conversation about new tools back to an understanding of how the tool is going to fit into the Agent’s business flow.   So much so, that I’ve completely reoriented my thinking and developed a mental model of the agent’s biz cycle in order to track where various tools and ideas fit into the work flow of an agent.

After presenting this “mental” model to a few different audiences, I’ve realized that this model is not only providing the backbone for my presentations, but also for how we think of our product development cycle at HomeQuest…  And because I’m using this concept as the backbone of the BuzzRE OC event we’re currently organizing for later this month, I thought I’d share this slide and my reasoning behind it’s importance.

The idea behind the slide is that there’s a core cycle common to all agent biz cycles:

  • Using some type of lead generation technique/tool, agents identify prospects out of their sphere or by directly reaching out to consumers
  • Using client management techniques/tools, agents provide the information and tools so that they can turn help prospects become clients
  • Using sphere building techniques/tools, agents bring past clients and other people from their community into their sphere

For many highly successful agents, the core cycle (sphere to prospects to clients to sphere ) is the basis for their “referral” business… which, even among “internet-savvy” realtors, is the main source of business for most realtors.

The main reason I like this tool is that it helps shape how I think about various tools.   In other words, an agent’s “hub” (i.e. website/blog/home search tool) can be an awesome lead generation tool, but only part of the story if good client management tools are missing.   Other tools, like DocuSign, don’t add much to lead generation, but can be valuable in the client management stage of the cycle.   And finally, some tools, like Facebook, Twitter, and even largely blogs, are awesome at sphere building, but rarely make for effective lead generation or client management tools.

Tomorrow, I’m going to publish the outline for the BuzzRE OC Event and start to explore how the presentation from each of the speakers (we have 8 great speakers lined up!) can fit into the agent’s business flow.  However, for today, I thought I would end by asking a few questions that this chart raises for me:

  • Are there any agent work-flows that wouldn’t fit into this cycle?
  • Where does “your” product fit into this cycle?
  • What parts of the cycle are most in need of useful tools?

I don’t think Jay Thompson has ever gon…

I don’t think Jay Thompson has ever gone on a boring rant, so it’s always interesting to see what gets his blood boiling. And when the topic at hand touches on the current meme of real estate agent professionalism, all the better!

Today it is that some North Carolina REALTORS who are protesting a new rule that protects homebuyers by disclosing compensation… Where Jay comes to the stunningly simple solution: “tell people what the costs are in buying a home, which includes agent/broker compensation and incentives – before they purchase a home.”

And if you missed Kris Berg’s take on professionalism, then run, don’t walk, to:

Where else can you get a great conversation around RE BarCamps and Cougars???

Thanks again to all the people who joined us on today’s radio show.

Lani gave a great overview of this week in real estate and then we quickly dived into a conversation about the status and future of RE BarCamps with people such as Stacey Harman, Matt Fagioli and Todd Carpenter.

Of course, we followed it up with an equally entertaining conversation about cougars. Diane Guercio was instrumental in defining some cougar related items…

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