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3 Steps to Building Your Personal Brand in Real Estate

A strong brand identity can be one of the most effective ways to solidify your message and let clients know what sets you apart from other real estate professionals. Understanding Personal Branding Personal branding is a marketing tool that aims to make you recognizable with visual elements and a unique voice. 3 Steps to Building a Personal Brand Know who you want to reach. When creating your brand, it’s a good idea to understand your audience. Who are the clients you’d most like to reach? What are their characteristics, what motivates them to buy or sell property, and what is the best way to connect with them? Answering these questions is an important first step to developing your own brand. What makes you unique and how do you differentiate yourself from other professionals in the real estate field? What is important to you as a professional? Another important way to stand out in the real estate market is to offer home warranties through American Home Shield®.

Why These People and Brands Are Fed Up With Facebook

People are mad at Facebook, but more so because of what it’s failed to do than what it’s done. The social media company has become the whipping boy for some of today’s greatest societal ills, given its immense global reach of 2.1 billion users and the role it plays as a communication tool and information hub. Until recently, the company has highlighted its positive influence in connecting the world, meanwhile downplaying the fact that activity on Facebook has torn people apart. Last year at this time, Uber was the Silicon Valley unicorn up for a lashing. Former engineer Susan Fowler Rigetti published a blog post detailing the culture of sexual discrimination and harassment that trickled down from the office of founder and then-CEO Travis Kalanick. The company got slammed -- and lost more than 200,000 users -- when surge pricing kicked in during a taxi driver strike against President Donald Trump’s travel ban. Related: Mark Zuckerberg's 2018 Resolution Reveals an Essential Truth About Entrepreneurship Now, it’s Facebook turn. People are angry that Facebook hasn’t played a more active role in curbing foreign propaganda (namely Russian interference in the 2016 U.S. general election) and fake news. The U.S. government questioned Facebook about such interference in hearings last November. Publishers and media professionals have highlighted how the platform prioritizes polarizing, sensational and sometimes mindless content over quality journalism.

6 Email Metrics You Have to Track

On a well-maintained email list, the bounce rate should be small -- ideally, about one percent or less. Opt-out rate Every time you send an email to your opt-in list, some of the people on the list will decide they no longer want to get email from you and will opt out or unsubscribe, which simply means they'll ask you to remove their name and email address from your list and send no more emails to them. According to Constant Contact, open rates can range from five percent to 20 percent, with the average being around 10 percent to 15 percent. For each email I send out, I'm much more concerned about the next three metrics: clickthrough rate, conversion rate and gross revenues. Clickthrough rate The clickthrough rate (CTR) is the percentage of people receiving your email marketing message who respond to your offer by clicking the hyperlink to reach your sales page for more details and possibly to order. For instance, if you send an email to a list of 10,000 subscribers with an offer of a $39 product, when the CTR and conversion rate are each one percent, we get only 10 orders for $390 revenues on the email. More companies are augmenting their marketing strategies with intelligent technology because when armed with the right information, you can carefully segment your messages to address your most valuable prospects’ needs. And the good news is that personalization is available to all businesses -- large and small. Your message is only as good as your data, and your data is only valuable if you segment along the right lines. According to a 2017 MarketingSherpa survey of 2,400 consumers, 26 percent of them unsubscribe from email lists because they receive too many emails in general, and 19 percent unsubscribe when they receive too many emails from a single company.

Have You Considered Using Blockchain as Part of Your Marketing?

Here are five ways to build a better marketing strategy using innovative technology, and to stay ahead of the game in the digital age. Use blockchain as a tool to reach consumers. For DAC, this means using blockchain technology to incentivize audio content creators and their fans to build and develop a robust content community.. The digital age has created many new channels for companies to reach their target audience, but many established digital marketing techniques have become less effective in recent years. Blockchain startup Agora, which offers end-to-end verifiable voting technology, has incentivized an audience through its token bounty program as well as the company’s core product. Agora has engaged its community by offering rewards to those who share its message on social media and other channels. As companies like Google develop efficient and effective marketing AI, incorporating this tech into future marketing plans will be crucial for any company that wishes to survive. Anyone expecting to keep up with the growing number of platforms and segmentations that will define the digital age must begin to understand and embrace artificial intelligence as the uber-tool it will become. The internet of things (IoT) will be the interconnected network of all appliances and machines in one’s life. The company that successfully models this IoT data will be able to conquer the future of marketing.

50 Social Media Marketing Influencers to Learn From in 2018

Each year I pull together a list of influential voices that are engaging on social networks around the topic social media marketing. Why are these people influential? While working with influencers transfers influence by association, helping others become influential is when earned influence really skyrockets. In this year’s list of Social Media Marketing Influencers there are many people who demonstrate this kind of helpfulness and I am encouraging those influencers as well as our community of readers to nominate up and coming social media marketing leaders. Ranking data sources and scoring: For the ranking, this list leverages a combination of data points including: Relevance – A score that indicates how influential a person is to a specific topic based on the keywords you provide. Tyler Anderson @tylerjanderson CEO / Founder at Casual Fridays Presenting: Winning With Influencer Marketing: What Top Brands are Doing Now Samantha Kelly @tweetinggoddess Owner of Women’s Inspire Network Presenting: How to Convert Twitter Conversations Into Customers Ian Cleary @iancleary Founder at RazorSocial Presenting: 9 Content Marketing Tools to Drive More Traffic to Your Website Mari Smith @marismith Keynote Speaker, Brand Evangelist, Bestselling Author Presenting: The Future of Facebook: What Marketers Need to Know for 2018 and Beyond Mike Stelzner @mike_stelzner CEO and Founder at Social Media Examiner Presenting: Social Media Marketing in 2018: What the Newest Research Reveals Andy Crestodina @crestodina Strategic Director at Orbit Media Studios Presenting: Building Better Mousetraps: A Content-Driven Approach to Conversion Optimization Bernie Borges @bernieborges Advisory Board Member at OneMob Presenting: The Secrets to Getting Employees to Engage on Behalf of Your Brand Alex Khan @1alexkhan CEO at Attractive Media GmbH Presenting: Mass Seduction: Proven Techniques to Engage and Build Your Audience Peg Fitzpatrick @PegFitzpatrick Director of Social Media + Marketing at Kreussler Presenting: How to Use Pinterest to Drive Long Term Traffic Chris Penn @cspenn Vice President of Marketing Technology at SHIFT Communications Presenting: Seeing Into the Future: Predictive Analytics for Social Marketers Michael O’Neal @inmikeswords Host of The Solopreneur Hour Podcast Presenting: Becoming an Interview Master and How it Can Massively Grow Your Podcast or Livestream Brian Solis @briansolis Principal Analyst at Altimeter Group Presenting: The Past, Present and Future of Social Media Park Howell @parkhowell Founder and President at Business of Story Presenting: How to Invest in Brand Storytelling to Earn the Greatest Return Nicky Kriel @nickykriel Social Media Consultant & Social Media Strategist at Nicky Kriel Social Media Presenting: How to Use Twitter Data to Improve Your Content Marketing Melanie Deziel @mdeziel Brand Strategy Consultant and Speaker at Mdeziel Media Presenting: 5 Branded Content Best Practices From the World of Journalism Andrea Vahl @andreavahl Social Media Consultant at Andrea Vahl Presenting: Facebook Ads Strategy for Small Businesses Jay Baer @jaybaer Founder at Convince & Convert Presenting: How to Prove Social Media Works to Skeptical Managers Steve Dotto @dottotech President at Galileo Consulting and Producer of Dotto Tech Presenting: YouMake YouFortune on YouTube: Making Money on YouTube Ann Handley @marketingprofs Chief Content Officer at MarketingProfs Presenting: Creating Better Content in Less Time: 5 Real-World Writer Secrets Lee Odden @leeodden CEO at TopRank Marketing Presenting: How Content Plus Influence Equals Results: The Confluence Equation Guy Kawasaki @GuyKawasaki Chief Evangelist at Canva Presenting: Achieving Social Media Success by Defying Conventional Wisdom Shaun McBride @Shonduras Owner Esports/Shonduras Inc Presenting: How to Influence Influencers: The Creative Process John Jantsch @ducttape President at Duct Tape Marketing Presenting: How to Grow a Highly Profitable Consulting Practice Without Adding Overhead Jessika Phillips @jessikaphillips Relationship Marketing Evangelist, President at NOW Marketing Group Presenting: Relationship ROI: How to Grow Your Business by Focusing on Repeat and Referral Relationships John Lee Dumas @johnleedumas Host of the EOFire Podcast Presenting: How to Grow Your Podcast Audience and Fuel Your Business Roberto Blake @robertoblake Owner at Create Awesome Media Presenting: Mastering and Measuring YouTube Analytics for Video Marketing Shep Hyken @Hyken Chief Amazement Officer and Owner, Customer Service Speaker and Expert at Shepard Presentations Presenting: How to Turn Social Customer Service Into a Marketing Strategy Jasmine Star @jasminestar Owner at Jasmine Star Photography Presenting: How to Create 30 Days of Instagram Content in a Single Day Bryan Kramer @bryankramer Keynote Speaker, Emcee and Event Host at PureMatter Presenting: How to Humanize Your Social Brand for Better Conversions Brian Peters @brian_g_peters Digital Marketing Manager at Buffer Presenting: How to Build and Maintain an Authentic Community on Instagram If you want to follow all 50 of these fine folks, then check out the speaker list on the SMMW18 conference schedule page. What about non-digital influence? Big Questions About Influencer Lists & Influencer Marketing: How do you find the right influencers? Here are the details: How Content Plus Influence Equals Results: The Confluence Equation Thursday, March 1st at 4:10pm Room: 32AB Content marketing and influencer marketing are hot topics for marketers all over the world as two of the most promising strategies for attracting, engaging and converting ideal customers. How do you best measure influencer and content success?

Chinese tariffs are going to make your home renovations more expensive

This year, the National Association of Home Builders’ Remodeling Market Index revealed that in the fourth quarter of 2017, the RMI reached 60 for the second time since 2001. Although the demand for home renovation has continued to increase in 2018, recently imposed tariffs are expected to reduce affordability for homeowners seeking renovations, according to an article written by Diana Olick for CNBC. As of today, President Donald Trump has imposed a 10% tariff on $200 billion of Chinese imports. The Chinese are expected to retaliate with a 5 to 10% tariff on $60 billion of U.S. exports, according to Capital Economics. According to Olick, NAHB claims that about $10 billion worth of Chinese products are exclusive to home building and remodeling. Furthermore, the tariff starts at 10% and could potentially increase by 25% by the end of 2018. "Clients and contractors are having to set contracts with escalation clauses for projects that are being scheduled for six months from now, largely because we're not sure how far prices are going to go north," said Sullivan. Sullivan says it is a quick education for new clients, who were already fighting to get projects scheduled, given the high demand and labor shortage. Higher home values have given homeowners more ready cash and more incentive to improve their investment. Since then, homebuilders have struggled to stay afloat in market navigating affordability concerns.

WSJ: Millennials are opting for all-in-one co-living situations

Co-living properties are growing in popularity and scope. According to a feature by Christopher Mims in the Wall Street Journal, communities that plan out residents’ social lives and take care of all the little time wasting adult annoyances that pull at their attention after they punch out are fast carving out a niche for themselves in the multifamily market. Alta+ is one such community in New York, and it is not unlike a dorm in its function and social structure. Residents pay $1,800 a month for a 98-square-foot space with a Murphy bed, a host of cleaning services and social programming. The community even has the equivalent of a resident assistant know as a “community manager.” The value-add is that though residents are paying a premium for less space, they feel they are getting a better deal because they are saving time, energy and money on chores and social planning. According to Mims, developers are sinking hundreds of millions of dollars into building or reimagining properties around the co-living model. These developers typically partner with the likes of Ollie, Common, Starcity, Podshare, or WeWork’s WeLive to help them bridge the gap between traditional multifamily practices and the new-fangled co-living style of multifamily. Could this be the future of multifamily in high-density areas? Or is it just a flash in the pan? Only time will tell.

Social Media Marketing Benchmarks: What Works & Where to Focus

Social media marketers, how are you feeling? Read: Death of Facebook Organic Reach = New Opportunities for Influencer Marketing #2 – More Posting Doesn’t Equal More Engagement The highest post frequency on Facebook is in the Media vertical, with an average of over 10 posts per day. That’s right at the industry average, and seems to be the threshold on most platforms for how much an audience wants to see branded content. The engagement rates for Instagram are above the 1% mark, with some verticals seeing over 3%: While Twitter has an average engagement of .046%. In the end, their Twitter engagement was far higher than engagement on any other platform. The user doesn’t control what they see, and neither do brands. The reported engagement rate on LinkedIn is .054%, lower than Facebook but higher than Twitter. These benchmarks can provide a starting point for the next iteration of your strategy. To make sure your train keeps rolling, focus on just a few high-quality posts per day, boosted with paid ads on your most valuable channels. Need help mastering social media marketing?

These markets are hotbeds for luxury real estate

A new report by Coldwell Banker reveals where the country’s wealthiest individuals are buying properties, listing the top 5 “power markets” for luxury real estate. Coldwell defines power markets as areas that offer the lifestyle amenities, education, and culture that the uber-rich seek out. Key features of these markets include airport accessibility and a housing stock that lends itself to privacy, exclusivity and stellar views. A recent report by Redfin revealed that luxury home sales – or sales of homes priced above $2 million – fell 3.9% in the fourth quarter of 2018, marking the first time in more than two years that sales in this high-end market have fallen on an annual basis. But Charlie Young, Coldwell President and CEO, said that the median sold price has remained around $1.4 million, holding steady for the last 18 months, and that this is a key sign of stability. “When you take the long view, the luxury real estate picture is steady and stable.” Here are Coldwell’s top five power markets for buyers and sellers, which Young called hotbeds of luxury home sales at the million-dollar price point and higher: 2018 Top 5 luxury buyer power markets Maui, Hawaii Palm Beach, Florida Washington, D.C. Kauai, Hawaii Brooklyn, New York 2018 Top 5 luxury seller power markets LA Valley, California Detroit, Michigan Las Vegas, Nevada Boulder, Colorado Raleigh, North Carolina Coldwell’s report also revealed other trends in luxury real estate. High-end real estate in Raleigh-Durham, North Carolina, had the shortest median days on the market – just three – for single-family homes. For condos, Orlando, Florida, had the lowest median price per square foot at $156. Vail, Colorado, ranked the most expensive for condos with a median price of $1,629 per square foot. Finally, Staten Island, New York, was named the most evolving market, standing out for its notable value compared with the other four boroughs of New York City, as its proximity to Manhattan appeals to buyers.

What Realtors need to know about Millennials

However, builders are trying to find a way to increase construction of new, entry-level homes to accommodate the growing need. FACT: A large portion of Millennials – slightly less than half – are already purchasing their second or third homes. Working with Millennial buyers First, communication is key. Be social and have your contact information easily accessible online. Make the process convenient for them with slick apps and technology they can really submerse themselves in. Next, be an expert in the process Advise them on credit score and finances and be knowledgeable about the process. For example, a credit score is a numerical representation of your credit report. A new credit card could put a prospect in danger of not qualifying for a home loan in their desired price range – or at the very least – not getting the best rate possible. Before they start looking (this means online, too!) For example, our text application feature that allows them to safely and instantly become pre-approved for a home mortgage.

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