Go Beyond MLS » Marketing

The Basics Again: USP

Matt — Tue, 18 May 2010 15:23:22 +0000

I’d like to kick off what I hope will be a short series on the basics of selling anything at all. Of course this applies to selling real estate but it equally applies to selling cakes, CDs or cars.

I am going to start with USP – Unique Selling Point. Now if you know even 1% of what you need to succeed online this should be like teaching grandmother how to suck eggs. However, we all, even me, need to be reminded of the basics.

What is it about the real estate (or necklaces, watches, computer cases or greeting cards) that you are promoting that no one else offers? Why would Mr Joe Public choose you over the other six or seven thousand people in the country offering the same or similar services?

If you don’t know the answer to this question then your business in in trouble.

Let me illustrate this with a story of real estate in the UK. In a small corner of the UK there are three towns. The area they are in has about 120,000 people in it. One real estate agency that has been doing very well opened a branch less than five miles away in a second of the towns. It did not do very well.

Why?

Well, for starters they did not advertise the business but also they offered the same commission rate as everyone else. They did offer a slightly more comprehensive service than many competitors but without something exciting to cause word of this service to be spread the slightly better service was a well kept secret.

So what did they do?

They dropped the commission rate to make it the lowest in the town, they started to offer not just a better set of reports but a guarantee of specific actions at no cost if the property fails to sell within a time period,. They did not tie people into an exclusive contract and they offered free professional photo shoots. All that in a down turn economy.

What they did was change the USP so no the question is not why would Joe Public use this agency but why would Joe Public want to use any other agency.

When the economy is grey then a USP that is a shade of grey different tot he next guys does not stand out.

What will you offer to make your services stand out?

It does not need to be the lowest price (although if you can afford to compete like that good luck to you). Offer the customer more bang for his or her buck and suddenly you have a reason to be chosen.

Stand out. Go further. Be seen.Similar Posts:

Facebook Marketing: Initial Case Study

Matt — Sun, 28 Feb 2010 21:35:48 +0000

Go Beyond Facebook

What I am going to do int his first article is simply look at the Facebook fan page for this website and use it to explore Facebook pages in general and what they can do for your blog (regardless of niche).

Vlad tells me that apart from setting up the page he has not actually done very much with it least of all tell anyone about it.

This, for this article’s purposes, is fantastic! It means that we can actively measure what I am about to have said (keep on reading or you might miss it) and watch what happens as we implement the theory. Over the next few months I’ll revisit the topic of Facebook and representing your blog therein reporting on our efforts to go beyond just having a page and to actually getting traffic from it.

As I write there are 3 fans. In three months let us see if we can get over 100.

The page as it is

Go Beyond Facebook Page

As the page stands there is nothing obviously “wrong” with it. The blog posts are being added to the page and there is a graphic that matches the website theme. However, as you can see, there is a lack of variety and this makes the page visually unappealing and repetitive.

In other words we have settles down to making Facebook a very expensive feed reader. That’s fine but it’s not exciting enough to get the average Facebook user to do much by way of interaction.

According to something I was reading (somewhere) the average Facebook user fans two pages a month. That means to see growth in the page’s fan base some work is going to be needed.

Then the page must add value to the user’s day and if that was not enough it must actually be interactive enough to get enough interaction to show up in the news feed of the fans who have added it.

Facebook promotion is no walk in the park. Keep reading for an insight into using pages.

Go beyond what is missing!

The first thing that most people are going to say is missing is the fans. Look for yourself. (When I wrote this there were three of us)

Go Beyond MLS on Facebook

Yet this is not what is missing but a metric that we are heading in the right direction to attract people.

What is missing is the variety of media that can be found on any page in Facebook.

Pictures

This is a tough one for a blog. Many blogs are of non visual topics and yet people are going to want to see that the blog has something of a gallery. Pictures break the page up and give the senses a change of pace.

So what can a blogger show pictures of?

Well for starters there is the writer or writers of the blog. Assuming that your names are known then some images of you serve to help the fan connect with you on a deeper level.

If images of oneself are not enough then there are diagrams. A well thought out diagram illustrating some key point from you recent blogging allows Facebook users to see that they are getting exclusive content.

Product shots – fans in your t-shirts. If you produce a physical product then this is an ideal space to allow fans to show themselves off with their newly purchased product. Mum’s, sisters and close friends might also agree to get the ball rolling.

Status updates

The Facebook page is like your personal Facebook wall and has the opportunity for you to speak with the voice of your blog. Give your fans something to ponder or shout out to a fan that has submitted some particularly interesting comments.

Let the Facebook users know that the page has a life that goes beyond publishing the blog feed.

Videos and links

Any article, youtube video or podcast by someone interesting from in or near your niche could be worth sharing on your page. The concept of linking out, adding value and being the resource for others that drives blogging applies here too.

Furthermore a good resource can be sued to connect with your Facebook friends and promote your page to them in a not-at-all aggressive way. Posts of all forms of link have a SHARE button which will post the link to your page and say “from NameOfYourPage” which gives you a little exposure and, so long as it is interesting, enhances your social capital as an interesting person.

Go Beyond what is expected

One thing that you will find about pages is that they have very little opportunity for energy saving automation, branding or free text. However with a little inventiveness you can get quite a lot out of them.

Take as my first example a little shameless self promotion: My very own fan page.

The image below is a screen shot of that page.

Matt's Facebook Page

You might notice that the left hand side is almost all customized. This is because there is no limit on relative height for your profile image. Use this space to get the most out of the branding and impact space of your page.

In my case I made sure there were images of me that I could use to get an attractive thumbnail which you can see is a picture of a poster of me getting some attention from the lovely ladies (yes it is a genuine fake).

A little planning and you can maximize your impact buy controlling the image dimensions.

Additionally you might notice int his screen shot that there is a visual variety in the posts themselves. This happens to be because I posted a largish number of links recently and have yet to write a new blog post.

Talking of blog posts when-ever I write a blog post I know that my Facebook page (and twitter account) will be updated to. To do this I use NetWorkedBlogs which is a valuable application for Facebook using bloggers. To get the most out of it it is vital to make sure that 80% or more of your blog posts have an image in them that the NEtWorkedBlogs app can use. Keep the images varied and the page “wall” will look interesting.

You can also get added feedback onto your page if the NetWorkedBlogs application posts to other locations (like your personal wall or another page). This is because a like or a comment in any location is a like or a comment on all copies of the post. This too makes your page look interesting.

Going beyond the theory: The game plan

This is the game plan for the page over the next few weeks and months in roughly the order they will be carried out.

1. A taller image.

2. NetWorkedBlogs doing it’s thing.

3. Status updates, links and videos.

4. Invite fans.

Once this minor tweak is fully in place I shall revisit the topic and look at what else can be done to use Facebook to engage with potential readers and promote your blog. The results we are looking for as a result of good promotion of the Facebook page are:

1. More fans

2. More fan interaction

3. Traffic to the blog

Final thoughts

So far we have not looked at methods of getting from three fans to one hundred. However it is vital to get the foundations right or the rest will not stand up too well.

Have you made a fan page yet? What was it like and did many people “fan” it?Similar Posts:

If Chris Was A Realtor…

Vlad Zablotskyy — Thu, 24 Dec 2009 15:45:04 +0000

One of the blogs I enjoy reading, and highly recommend it to anyone interested in on line marketing and social media, is that written by Chris Brogan. Not sure if Chris is hunting for a house these days or maybe just helping some one in real estate to marketed their website, the title of his latest his latest post certainly jumped at me- If I Were A Realtor.

If any real estate agent would set up to do only first three things from Chris’ list they, without a doubt, can dominate in their market:

I’d write a blog about the location where I was selling.
I’d take tons of pictures and post them on the blog.
I’d shoot walking tour videos all the time with a Flip camera and post them.

You can read Chris’ entire list at his blog, make sure to subscribe to his latest posts while you there.

I think it is always refreshing to hear a different perspective from someone who is not necessarily in our “niche” or industry. Yeah, I hear you. Any one could write a list like that, right?.. Wrong! While Chris is a marketing genius he also represents the mindset of today’s home buyer or seller. Home buyers and sellers no longer have little choice where to go. Plus, you are no longer the guy or the gall with “the book” in town.

On this note I would like to wish all the readers of this blog Happy Holidays and may the next year be the best year you have ever had!Similar Posts:

Appointments Made Easy With Appointy

Vlad Zablotskyy — Mon, 17 Aug 2009 18:28:24 +0000

Have you ever considered allowing your client to schedule appointments with you right on your website? In search for such solution for my and for my friends and clients websites I came across Appointy, a Florida based startup. You can see the implementation of Appointy scheduling feature on my other website where I allow clients to reserve my interpreting and translating services online.

While Appointy offers an easy integration for WordPress websites via a plugin, their system can be implemented just on about any website through an “ifame” code.

Appointy comes “PayPal ready” allowing you to charge a fee for the appointment at the time of scheduling- either full amount or partial. You are of course free to not charge your clients for appointments, as it would be the case with most real estate agents I know. But if you would like to prevent “no shows”, you might want to implement a minimal fee refundable at the time of the appointment.

Currently Appointy offers four different plans:

FREE plan- this basic plan has some limits and you have no option to charge your clients for the appointment at the time of scheduling. Appointy also will inject some ads into your calendar – hey they need to pay their engineers and developers.
PLUS plan comes at $9.99 per moth and is ad free but it does not allow you for branding nor accepting pre-payments.
PRO plan will set you back about $19.99 per month- the plan I am looking forward to use. You can brand your calendar and accept pre-payments with this plan. This plan includes e-mail marketing tool that allows you to send different e-mails to confirm, remind or even cancel the appointments. The best thing of course that when you sing up for Appointy, you get to try this plan absolutely free for 30 days.
Finally the BUSINESS plan wich comes at $39.99 is the top level plan from Appointy. I would recommend this plan for businesses that have several staff members accepting appointments, the plan allows a separate logins for administrator and for the staff.

If you are looking for a solution that would allow your clients to book an appointment with you right on your website, Appointy should be given frist consideration.

As I have pointed out, I am using Appointy myself, although I am only beginning to test many of it’s features and probably have not seen yet what Appointy can really do for my business. I will report on the results about one month from now, so stay tuned.Similar Posts:

LeapFish Caught Red Handed Spamming TechCrunch

Vlad Zablotskyy — Sat, 22 Nov 2008 12:30:23 +0000

UPDATE May13, 2010: Things pertaining to LeapFish.com, their founders and management, along with related startups are no longer of interest to me, therefore no further comments are allowed on this post. There are also more reliable sources out there (such as Better Business Bureau) to help you make an informed decision about LeapFish.

***You may also want to know that the Law Firm of Daniel Bakondi, in San Francisco, CA, is investigating a possible Class Action Law Suit Against LeapFish.

Many internet startups find it privileged to be reviewed by TechCrunch. But even if TechCrunch’s verdict for you is a deadpool, although the author did not tagged that post with “deadpool“, it is still an opportunity for dialog. LeapFish’s employees screwed up so badly that opportunity that TechChrunch team had to ban their IPs from posting comments. Here are the snapshots of some parts of that exchange:

Please note that Robin Wauters is the author of the original article on TechCrunch.

Here is another warning by Robin which LeapFish employees completely ignore:

Finally TechCrunch blocks the IPs from where the shill comments appear to originate:

Later the CEO of LeapFish showed up and “apologized” for his employees- you can read the entire exchange on TechCrunch.

Back in May, United Kingdom legislators have made it illegal for businesses to engage in the above described deceptive marketing.

It may not be such a bad idea to prohibit and criminalize such behavior here in the US as well. Don’t you think?

Update: Bellow are the links to more LeapFish reviews.

LeapFish Review by Better Business Bureau. Note that BBB.org rates LeapFish at C- on a A+ to F scale.

A Brief Tale Of Sleaze- LeapFish should take Rob Shore’s advise and never lie to their potential clients.

Three Scams and Rip-Offs to Report – Kit Eliot describes his “encounter” with LeapFish.

Leapfish: Google Competitor or Flash In The Pan?- i think it is rather funny, or insane, to think that LeapFish can actually be viewed as Google’s competitor. But it sure makes a good headline. Well put article, a must read.

LeapFish Affiliate Program. Can Giveaways Keep It Afloat?- a post by yours truly. I thought it was a mistake to link their affiliate program to the basic function of their website- the search function. Their widgets also contain SEO friendly links back to their website- my conclusion their affiliate program is really a linking scheme to gain rankings in search engines.

Leapfish is a scam…maybe?- Patrick Sullivan Jr is offering his opinion about leapfish. The blog have attracted number of comments- well worth reading.

LeapFish Sucks- a take on LeapFish by Cole Pannell- a web designer and a SEO professional.

LeapFish.com advertisers beware – yet another account of dealing with LeapFish sale people.

Leapfish Review – Is LeapFish.com an opportunity, scam, or just another meta search site?- short but to the point rundown about advertising on LeapFish- needless to say the author passes on the opportunity to advertise or invest in LeapFIsh.Similar Posts:

LinkedIn. How Realistic Are Your Newtwork Statistics?

Vlad Zablotskyy — Tue, 26 Aug 2008 15:04:33 +0000

As you may already know LinkedIn has a “signature” way to visualize your network statistics. I have never paid any attention to those until recently. According to LinkedIn, I can reach out to well over one million professionals:

Realistically only 52 professionals I can contact directly. I can see potential of reaching out to 10,500 people through your immediate connections. But not over one million. Still even reaching out to 5,000 for a particular cause can be extremely valuable. Are the network statistics there to show the potential of your immediate connections? In the past I have never used LinkedIn actively besides just having an account there. With most of my contacts on LinkeIn I am connected in other ways.

How are you using your LinkedIn connections? This is not a rhetorical question. I am contemplating upgrading my free account and your feedback will be greatly appreciated.Similar Posts:

Real Bird Introduces New Feature: RealBird Virtual Tour

Vlad Zablotskyy — Tue, 19 Aug 2008 19:48:18 +0000

The RealBird Blog just announced new feature called RealBird Virtual Tour. I have written in the pas about RealBirds nifty widget that allows real estate agents create a “mini-showcase” of their listings while offering an opportunity for viral marketing, and allowing bloggers or any webmasters to grab the code and feature the listings on their websites or blogs.

The new feature ads Google Maps Street view to the lower par of the widget and comes at $9.99 per listing or $14.99 when purchased with a property domain name:

The Google Maps of this version is unique in itself as it offers map view, satellite view, hybrid view, terrain view as well as Google Earth.

Just taking a look at few of the featured listings, they need to be more optimized. The images are downloading rather slow even though I have a cable connection. The slow load may be caused by the scripts as well.

Overall it is a nice addition to their product. The “branded virtual tours” offer users an opportunity to share the tours on variety of social networking websites as well as easy way to publish information to their blogs. Personally I would prefer to grab the code via “copy and paste” as it was the case with their former widget, since I do not like to give away the user name and the password to my blog.

Hope to hear from some of my readers what they think about this new feature.Similar Posts:

RealBird.com- Viral Marketing Widget For Real Estate Agents

Vlad Zablotskyy — Mon, 07 Apr 2008 21:17:01 +0000

When I came across RealBird Listing Widget on Wallingford Wired Blog, it immediately grabbed my attention. It is not a secrete that many real estate gents can be very protective of their listing. If you don’t believe me, read the blog post by Greg Swann about a listing that was not his own.

I can’t blame Realtors for being overprotective about their listings. You don’t want your inventory to be misrepresented. However, at the same time many real estate websites have their local Multiple Listing System integrated into their websites so when visitor searches for the property, he can browse through hundreds of listings without leaving the website. Of course this can result in a lead where you can work as a seller’s agent on a property that you did not list.

But what about offering an opportunity just to any webmaster to “advertise” for you for free? Going back to Wayne and Pat, below is an example of a listing served via Realird.com Listing Widget I was able to grab right from their blog:

Why would you consider RealBrid.com? Simple. Viral marketing. There are many bloggers like myself that are on the constant lookout for good content for their blog. This can create an exponential exposure for you listing.Similar Posts: