Introduction / Overview WWW = Changed World:

Transcription

1 Introduction / Overview WWW = Changed World: A person s current home is now our virtual sales office Prospects start on line, research online before even thinking about visiting a community Social Media & Online Marketing is critical to driving traffic, generating brand awareness, engaging prospects and facilitating referrals Outline: Plan Your Online Engagement Strategy People Who s online? Preferences Pet Peeves Pretty Effective Design & Engagement Promotion Getting people to your site Pursuit of Prospects Practical Tips for Maximizing your ROI Plan Your Internet Strategy Goals Audience Tools Resources Commitment 1 Todd Harff - todd@creatingresults.com Jennifer McKee - jmckee@mckeegroup.net Dee Minich - dminich@khov.com

2 People Who s Online? Your customers More educated More affluent More tech savvy What Do They Do? Search Research Shopping Video What About Social Media? Increasingly a useful tool, but not a panacea: 20% of 50+ use daily Facebook #1 site - LinkedIn good for recruiting - Twitter has very limited 50+ following 2 Todd Harff - todd@creatingresults.com Jennifer McKee - jmckee@mckeegroup.net Dee Minich - dminich@khov.com

3 3rd Q Facebook Users by Age (Google Ad Planner Oct, 2010) Preferences Download Complete study at They Want Security Peace of Mind Privacy Security Viruses 3 Todd Harff - todd@creatingresults.com Jennifer McKee - jmckee@mckeegroup.net Dee Minich - dminich@khov.com

4 Social Media Preferences Those who aren t on social media don t see value Connect with People 4 Todd Harff - todd@creatingresults.com Jennifer McKee - jmckee@mckeegroup.net Dee Minich - dminich@khov.com

5 Pretty Effective Guidelines Easy Navigation Simple themes (to the point) Empathic content (50+ sensitive) Large type/graphics (diminished eyesight) Full detail (need to know) Function - Form must always follow function Stop & engage Inform & substantiate Differentiate & sell Motivate personal contact Usability Ease of navigation essential Open with branding introduction Focus/funnel with engagement toolbar Avoid pitfalls of complex navigation Navigation should prompt use Creative Be relevant (to current market issues) Employ white space (to avoid clutter) Use high contrast (to pop content) Avoid compressed/ intricate fonts to improve readability Toolbox Use HTML fonts (avoid browser/platform issues) Offer text sizer (for enlarging capability) Make website visible (search engine friendly) Avoid bleeding edge tech (too geeky ) Stay away from reversed text (hard to read) 5 Todd Harff - todd@creatingresults.com Jennifer McKee - jmckee@mckeegroup.net Dee Minich - dminich@khov.com

6 Features Virtual experience (videos, tours, galleries) Interactive site plans (visualization) Interactive floor plans (visualize, personalize, print) Real testimonials (credibility) Tools for sharing (viral outreach) Personal pages (establishing relationships) Internet Home Specialists (no pressure contact) Links to newsletters (depth) Promotion How will people find you online? Integrate across all methods Getting people to your website Search Engine Optimization SEO -Think long-term - Have a content strategy Link Building PR Online Marketing Pay Per Click, Directory Listings, Online Display Ads Social Media WOM Offline Marketing 6 Todd Harff - todd@creatingresults.com Jennifer McKee - jmckee@mckeegroup.net Dee Minich - dminich@khov.com

7 Using Social Media to Sell More Homes to 50+ Increase visibility Deepen relationships Learn Top 3 reasons why people engage with companies: Discounts & offers To stay up to date; gain knowledge & information Insider access Integrate with all marketing efforts YouTube increases visibility and SEO Social Realities and Etiquette Manage your mindset Don t control message - join the conversation Know what people are saying How will you handle negativity? Do you have a Social Media policy? Less Selling More Sharing Pursuit of Leads The First Date Make a good first impression by sharing relevant information Earn trust by learning about them and answering questions Treat online leads with the same attention as in-person leads 7 Todd Harff - todd@creatingresults.com Jennifer McKee - jmckee@mckeegroup.net Dee Minich - dminich@khov.com

8 Build Your Brand Brand matters - buyers are overwhelmed Emotional brand impressions do influence vendor selection Create short videos, blogs and showcase referrals Make It Personal Lead nurturing is a conversation Personalize responders and landing pages Build rapport by connecting the steps Use Webinars Designed to generate leads Moves prospects farther along in the process Use industry experts Remember the Phone Make outbound calls Dialogue builds relationships increases knowledge Nothing takes the place of a personal phone conversation Other Touches Use to schedule / confirm appointments and updates Personalize s depending upon the level of interest shown Use community newsletters to share information not sell Stay Flexible Your prospect & their urgency to buy is constantly changing Experiment with new tactics and learn what works Track/Measure Results Take these online leads seriously Use a CRM to track your results Know what generated your lead and how many converted 8 Todd Harff - todd@creatingresults.com Jennifer McKee - jmckee@mckeegroup.net Dee Minich - dminich@khov.com

9 Practical-Measure/Improve Analytics Not all created equal Dig deep and focus on conversion Measuring ROI Not all the benefits are easily measured Must Do: Have analytics coding in place Track progress against common metrics Should Do: Define and track conversions Additional Resources (web and social media research) Social-Media.aspx 9 Todd Harff - todd@creatingresults.com Jennifer McKee - jmckee@mckeegroup.net Dee Minich - dminich@khov.com

10 Biographies: TODD HARFF, CAASH President, Creating Results - Strategic Marketing Todd Harff leads a talented team of marketing, public relations and advertising professionals that have marketed 64 active adult and senior communities in 12 states during the last 17 years. NAHB' University of Housing selected Mr. Harff to develop the full day course: Marketing to Active Adults. Todd was also a founding member of the International Mature Marketing Network, an organization that shares world class ideas on understanding and motivating Baby Boomers and seniors. Creating Results' clients have been honored with dozens of awards including three Platinum Awards, five Gold Award and a Silver Award from the National 50+ Housing Council, awards from the National Sales and Marketing Council and eleven National Mature Marketing Awards. Mr. Harff has contributed to 50+ Magazine, Selling to Seniors, 50+ Housing News, and Nation's Building News, taught graduate level marketing courses, and spoken at IBS, Building for Boomers, International Council on Active Aging, and other national conferences. Mr. Harff earned an MBA with honors from Georgetown University and graduated cum laude from Colgate University (BA). JENNIFER McKEE, Vice President of Communications, The McKee Group Jennifer McKee Hannon leads the marketing efforts for a family- owned and managed real estate company with a 60-year history of building solutions that improve people's lives. Based in Springfield, PA, the company operates in Pennsylvania, Maryland, Delaware and New Jersey. The McKee Group was the pioneer in building active adult communities in the Delaware Valley when it opened its first age-entitled community 35 years ago. Creating communities where active adults want to live and utilizing a wide variety of housing types, The McKee Group remains a leader in 55+ clubhouse communities today, garnering local, regional and national awards. Recognizing that today's lifestyles make maintenance-free homes near conveniences attractive to busy people of all ages, The McKee Group has expanded to luxury carriage and single-family homes, first-time homebuyer options and live/work/play communities to its menu of lifestyle choices. DEE MINICH, Group Senior VP of Sales and Marketing, K. Hovnanian Homes Dee Minich leads the sales and marketing efforts in Maryland, Virginia, Delaware, the Carolinas, and Florida for K. Hovnanian Homes. The company builds in 16 states from coast to coast and began 51 years ago in Redbank, NJ. For 45 years, K. Hovnanian has been a leader in building active adult communities, many with over 1,000 home sites and 21,000+ square foot clubhouses and lifestyle amenities. The company builds product nationally from the first-time homebuyer, move-up, multifamily to the age qualified lifestyle communities and has been a recipient of many local, regional and national awards, including the National Housing Quality Award and many 50+ Housing Council Awards. The company is very focused on energy efficiency and high performance of all of their homes. But like Dee always says: We don t just build homes, but we build communities. 10 Todd Harff - todd@creatingresults.com Jennifer McKee - jmckee@mckeegroup.net Dee Minich - dminich@khov.com