For this top real estate salesperson and team leader, being successful has a lot to do with being relevant. Perry Siow shares with us how he got started with digital marketing and how he landed 7 closes online.
Q: How were you introduced to digital marketing?
From the onset, I knew that I had to be where the audience is. The first step to becoming a successful real estate agent is to understand who your target audience is. Singapore’s current property market is mostly made up of buyers from the Gen X and Gen Y group. Sooner or later, the Gen Z group will also come of age, and they too will be part of the target audience. These are the generations that live online and are also the ones actively looking to buy a home.
Q: What were some of the first steps you took to educate yourself about digital marketing?
I started to take digital marketing seriously back in 2001. I spent $7,000 on a digital marketing course that included eBay marketing, e-commerce and internet marketing. From then on, I also built my own website to market a project, and started leveraging on Google’s Search Engine Optimization and Marketing. It was also then that I really started to learn and realize how effective digital marketing would be for me, in terms of lead generation. Naturally, I progressed into Facebook, and of course recently, tried DREA’s PushAds real-estate digital marketing solution.
Q: Could you name us some projects where using digital marketing helped you generate lead conversions?The first project that I marketed online was for a condominium called Citylife and it was this very project that I scored my first online lead! It was through my second project, SkyPark, where I successfully obtained 7 conversions out of 50 leads by having a strong online presence on platforms like Google. It was also then that I realized how important it was to do digital marketing and to do it well. I’ve been active with digital marketing ever since
Q: That’s impressive! Since you have had much success with digital marketing, do you still engage traditional media, ie. Flyers and roadshows, for your advertising needs?
Majority of my marketing budget is allocated for digital, but engaging in traditional advertising may still be relevant. I don’t want to neglect prospects of other age groups who I may be able to reach offline. As a real estate agent, opportunity is everywhere. And to me, the most effective lead generation approach is through a combination of strong online presence and offline presence.
In particular, being online has really helped me build a strong personal brand and establish a reputation and identity online, and through that I have been able to nurture new professional and equally personal relationships.
Q: What are some of the concerns you foresee with the emergence of Digital Marketing?
Many agents are more comfortable with what they already know. On top of it, in the past, it would have been difficult for many of them to be able to do this on their own, even if they invested time and money in training courses. Their main concerns would likely be if Digital Marketing works and in the past, before PushAds, if they are able to learn how to do it on their own.
Q: That’s great! Any tips for agents who may want to start but are skeptical to give digital marketing a go?
It’s important to understand that digital marketing is not a silver bullet solution. Many give up after trying once, or some even before trying. But there is so much to gain from going online. It allows you to reach tens of thousands of relevant people online and create a personal brand at the same time.
Of course, with digital, you may wonder if people are seeing your ads, if the right people are seeing it or even if people are reading your emails. The first step forward is recognizing that people are seeing your ads and that they would read your email, even if they don’t necessarily reply you right away. You should also focus on improving your ability to nurture any prospective leads into an actual lead.
The other great thing about digital marketing is that you’re able to really see how your money is being spent. With digital, I can actually track the Return-On-Investment (“ROI”) I am getting on digital versus traditional channels.
The bottom line is, being relevant is no longer a good to have for me. It is a must-have to stay ahead of the game and to generate leads online.
1.Limitless property listing
If you are in real estate business, you must need to work with multiple property listings. It is not easy to work with several property listings without any good organizing tool. In this case, Trello has no comparison. There is no limitation about boards, cards or lists in Trello. You can work with numerous projects as per your requirements.
As real estate business is an ongoing work, every information is important. Whether it is a closed work or running work, you should keep track of everything. Trello helps a lot in this case. In Trello, nothing really gets deleted. If any of your work is done, you can close the board and it will disappear from everywhere. And if you need to work on old projects again, you just need to go to the Boards menu (top right) and then just click“View Closed Boards”. It will pop up again.
2. Customize Usage
Realtors can customize their Trello account as per their need. You can use the Trello RSS integration. It will automatically make new Trello cards from your desired RSS feed on the internet. You can use this feature to automatically search for available property options. You can add your partner or client to the board to efficiently discuss about those properties. It will save your time and help you understand whether any property needs a visit or follow up. You can also add photos, comments or votes to collect different views on properties.
3. Team Management
Proper team involvement is very necessary for real estate business. Monitoring the team’s involvement and progress gets quite easier through Trello. In your Trello account, you can add members to your boards. It’s up to you that how many and which members go to which boards. You can give them editing privilege as per their work. For example, your design team can directly upload sketches, photos, etc. for your recommendation. There is also voting option so that you can gather positive and negative reaction about their works. That’s how you will be able to directly monitor their efficiency and progress. It will also help you decide that which of your department is better or which one need more of your attention.
4. Security Issue
Although you can make your Trello board public, but if you want to keep any business information safe, you can make them private. Traffic to and from Trello servers is SSL encrypted with regular backups. So don’t worry about your trading secrets while organizing in Trello.
Trello is usable via almost every smart phone. So it is usable from anywhere. It brings your office into your pockets. So it doesn’t matter if you are not in your home or office. It also doesn’t matter if you have or haven’t access to any computer, you can operate your real estate related work from anywhere in the world.
Nowadays social media have become an important part of our life. Using daily hashtags with your social media content can be a great way to communicate with your viewers. Especially if you are in any kind of business (for example, real estate business), proper use of hashtags can be a clever way to brought consumer’s and client’s attention towards your business. If you are not so much familiar with the use of hashtags, this article can help you. Some daily hashtags and their uses are discussed here.
Definition of hashtag
Hashtag is a kind of metadata tag. It is mainly a word or a phrase (all run together without any space) with the symbol ‘#’ at the beginning and end of the phrase. It is used mainly in the social media sites like Facebook, Twitter, Instagram, Pinterest etc. People use hastags to categorize their photos and comments. It helps to group related posts. It also helps audience to search for their desired type of posts. Proper use of hashtags makes both posting and searching efficient.
Motivational quotes are quite famous among social media sites. If you are in real estate business, you can use this hastag to inspire your clients or customers with famous motivational quotes about property.
E.g: ‘Owning a home is a keystone of wealth, both financial affluence and emotional security. #MotivationalMonday#MM.
People love all kind of makeover, whether it is a person or a product or a property. So if you are in property business, ‘Transformation Tuesday’ is a great opportunity to show home improvements of yours. You can add before and after photos of your home improvements and tag it with ‘TransformationTuesday’.
Ex: Add a beautiful photo of your apartment as after and a photo of the previous land as before. Then you can say, ‘only within one year, our company turned this empty land into this gorgeous, high class apartment. #TransformationTuesday#TT#.’
WaybackWednesday is a good opportunity to post good old memory. You can use this day to share nice comments of past clients. It will act as a good marketing.
Ex: ‘I never thought your flat would change my lifestyle. It is classy, beautiful and very much techno friendly.#WaybackWednesday#WBW#.’
Throwback Thursday or TBT is the most common used tweet caption. It mainly refers to older photos which makes you nostalgic. If you have property business, you can use this day to share old photos of your successful projects. You can also share photos of company programs. It will give an insight of your company to the audience.
Ex: You can add a photo of your first project tagged as TBT.
Flashback Friday or FBF is almost same as Throwback Thursday. May be social media fans didn’t think one day is enough for posting old photos, so they discover another day to bring back some old memories. And that’s the time when the Flashback Friday has invented. If you are a business person, you can use the day to share your wonderful memories with your past clients and customers.
Ex: You can share a photo of gift from an old, happy client and tag it as FBF.
Don’t keep every day for your old photos only. There must be something that makes you sentimental. It can be a recent or old event or a sentimental line of famous people. Anything that makes you sentimental can go into this hashtag category.
Ex: you can share photos of any award that your company received and tag it as Sentimental Saturday.
This is the most fun hashtag for both personal and professional use. It can be used in many ways. You can share selfies with your clients or customers while closing a great deal. It will act as a great marketing of the company. Or you can post selfies with your employees or your team while working. This will make your company feel more reliable to the audience.
Ex: Take a selfie with your client while making a significant deal. Then post it with a little description of the project under ‘SelfieSunday’ hashtag
Sunday is the best time for both having party and sharing photos of party. So take the opportunity to share company parties’ photo and make the audience realize the bond between your employees.
Ex: Add a photo of the last company party and write ‘had a blast at the party. Surely I have the best teammates.#Sunday Funday#
The popularity of hashtags depends on the name and different uses of the hashtags. A good hashtag should have a catchy name which is easy to hear and say. And it is as important as any other kind of marketing strategy.
Right now more than 70% of people use different types of hastags. So for business people, use of hastags is very important. If you want full marketing for your business, you cannot ignore daily use of hashtags. It has become a perfect marketing tool for every business.