Pushing The Envelope

1
Pushing The Envelope

• Differentiating Your Digital Presence

2
The Journey Begins

• The secret NAR department
• Traditional Digital Marketing
• Getting Personal
• Web Reborn (2.0)
• Responsiveness
• Competitive Threats

3
The Center for REALTOR Technology

• CRT we like acronyms
• ... serves REALTORS and REALTOR associations as
  an industry advocate, implementation consultant
  and technology information resource
  
• CRT is a member resource!

4
Advocacy

• Helping the industry, while advancing it.
• Technology Speaker Series
• Standards
• RETS Real Estate Transaction Standard
• IDX/VOW
• Data Exchange

5
Implementation

• Proof-of-concept to Production Ready.
• RETS
• Variman MLS Data Exchange
• ezRETS MS-EXCEL Data Plug-in
• REALTOR Secure Security Audit
• Messenger VoIP Message Server
• Many, Many More.
• http//www.crt.realtors.org/crtprojects.html

6
Information

• What we discover, we give back to you.
• Website/Blog
• Whitepapers online
• Convention Tech Sessions
• Blogger/Wireless facilities/discussions

7
Who we are

• Small dedicated staff with a member serving
  technology focus
  
• Keith Garner -
  Managing Director
  
• Ian Smith - Senior
  Technical Analyst
  
• Chris McKeever -
  Strategic Architect
  
• Erika Luba Communication
  Coordinator
  
• Andrew Tillman -
  Senior Developer
  

8
Member Resource

• At your disposal
• http//www.crt.realtors.org
• Info_at_crt.realtors.org
• http//blog.realtors.org/crt/
• AskATech_at_crt.realtors.org

9
The way its done

• eFlyers maintaining a relationship
• Listing Alerts the digital black book
• 84 first time buyers
• 79 repeat buyers
• ( 2006 NAR Home Buyer and Seller Survey)

10
Let them eat cake!

• What are your expectations as a web consumer?
• Full inventory
• Create a desire to register
• Subscription Daily/Weekly/Hotsheet
• Configurable Search
• Agent View/Recommend Mode

11
Competing for the Inbox

• Push verse Pull
• Identify target audience
• Spam filtering
• Reduced effectiveness
• Need a better way to stand out

12
Getting Personal

• Blogging
• Authoritative voice
• Relatable viewpoints/concerns
• ActiveRain.com
• Live Chat
• Real time assistance (admin/callcenter)
• Direct to an agent

13
Web 2.0

• a second generation of services available on
  the World Wide Web that lets people collaborate
  and share information online - Wikipedia
  

14

• Perpetual Beta
• Fast, interactive experience
• User-generated content
• collective intelligence
• radical trust - community self-edits
• Feedback via ratings and votes
• Syndication and Remixing (mash-ups)
• Taxonomy
• Detailed categorization (tagging)

15
Real Estate 2.0

• Focus on the consumer
• Overnight competitive sites
• Aggregate useful content
• Accessible Data
• Gadgets / Widgets / Mash-ups
• Social Web/Bookmarking

16
Data Aggregation

• Geo(graphically)-Aware
• Google / Yahoo / Microsoft Maps
• Crime data (www.ChicagoCrime.org)
• Proximity Search
• CTA, Starbucks, etc
• School Data

17
Data Accessibility

• Painless Access
• Someone else will do it (better or not)
• Syndication of inventory
• GoogleBase, Trulia, Zillow
• RSS Listing Feed
• Search criteria

18
Gadgets Galore

• Mash-Ups
• Distributable
• Embeddable
• Start Pages
• Push Technology
• Lower IT Barrier

19
Gadgets and more gadgets
Drop right in web pages
HousingWidgets.com
20
Video Tours

• The ultimate gadget
• YouTube
• Wellcomemat.com
• Rich Media Presentations
• http//www.tedtruit.com
• Dazzle Them With Zazzle!

21
Social web

• Tagging
• Bucktown, sauna, roof top
• Collboration
• Shared Lead Managers
• User Feedback
• HomeThinking agent ranks
• ZipRealty property comments

22
Hello? Are you there?

• Average email response over a day
• Phone Email?
• Email Alerts
• Mobile Listing Info

23
Mobile Messaging

• More powerful than the auto responder
• Faster than getting to the office
• With you at all times
• Cell Phone/PDA Email
• Filter Emails Instant Notification
• 3125551212_at_cingularme.com

24
Cell Phone Listings

• SMS listing information
• Real Time Leads
• Call back and show now
• House4Cell.com
• CellSigns.com

25
Competitive Threats

• Who?
• What?
• Where?
• Why?
• When NOW

26
The Players
27
The New Breed

• Lead Generators
• Data Aggregators
• 84 of buyers searched for a home online
• The monolith is dead
• Exploit the net (Web 2.0)
• Their value is gained from your content.
• Use your content to get in front of you.

28
Whered They Come From?

• 2nd rule of Physics
• Without artificial constraints, all things tend
  to disarray
  
• Rudolf Clausius, German Physicist
• Technology
• Consumers have rights and reaching them needs a
  new Paradigm
  
• Steve Gillmor, Author
• Consumer Rights
• Efforts to promote Social good are ineffectual
  compared to unbridled market forces
  
• Adam Smith, Economist
• Expectations
• Generation X The accelerated Culture
• Douglas Coupland, Author
• The Product
• The value of goods are derived from its Utility
  to the user, not the labor spent in producing
  it
  
• Jean Baptist-Say, Economist

29
The Industry is lagging

• Misundertanding the audience
• Deliver what you would expect as a consumer
• Technology initiatives
• Control of data too extreme
• Listen to consumers

30
Question Everyone

• Keep abreast of Technology
• Speak with your MLS and Association
• Understand their technology growth plan
• Work with them in defining objectives
• Exploit The Enemy

31
Leverage Resources

• Resistance is futile
• Alternative marketing mediums
• Understand the pay model
• Merge strategies
• Dont fall victim

32
Ask Away.QA

• Chris McKeever
• http//www.crt.realtors.org
• Info_at_crt.realtors.org
• http//blog.realtors.org/crt/
• AskATech_at_crt.realtors.org