Maximizing Facebook for Your Real Estate Business

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Do you have a Facebook Business Page because someone told you with certainty that “you should”? Are you finding that it’s not bringing in business and referrals the way that you thought it might? Do you feel that every minute you spend on your Business Page is just a waste of time? Delete your Facebook Business Page today and start harnessing the power of your personal profile. Start being truly social on social media and reap the benefits almost immediately. You shouldn’t be doing business via the social, but you should be using the treasure trove of knowledge that Facebook gives you to give better service to your clients and sphere. In this whirlwind session, we’ll cover:

Optimizing your personal profile for public viewing while keeping your privacy at the same time
Harvesting the hidden gems of information Facebook provides that you may not know about
Getting “face-to-face” with clients via Facebook
Finding your niche – using a hobby or interest that is traditionally an in-person activity into a lead-generating business model
Avoiding the pitfalls of bad etiquette on Facebook personal pages

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  • In order to keep the “social” in social media but still be able to keep in touch with your clients and sphere and garner new prospects, it’s important to keep this in mind: “Always have something to sell, but don’t always be selling.”
  • Because of the personal nature of of our business – many of us find that clients become more like friends throughout the process -
  • People who have already liked it – most likely your friends and clients who are also your Facebook friends. How do you maximize your time on Facebook, using it the way you already do?
  • My Facebook profile link comes up on page 1 of a Google search of my name.
  • The trend today is that potential clients like to stay anonymous before speaking with us, meeting with us, giving away any personal information. If you give them the opportunity to feel like they’re getting to know YOU – not just the “you” on your website” but the real you – you will gain trust and credibility, they will feel like they know you, and you will lend authenticity to your online interactions.
  • Encouraging prospects to view your “public” profile = less threatening and salesy than asking them to like your Business Page.
  • People who have already liked it – most likely your friends and clients who are also your Facebook friends. How do you maximize your time on Facebook, using it the way you already do?
  • My Facebook profile link comes up on page 1 of a Google search of my name.
  • The trend today is that potential clients like to stay anonymous before speaking with us, meeting with us, giving away any personal information. If you give them the opportunity to feel like they’re getting to know YOU – not just the “you” on your website” but the real you – you will gain trust and credibility, they will feel like they know you, and you will lend authenticity to your online interactions.
  • Encouraging prospects to view your “public” profile = less threatening and salesy than asking them to like your Business Page.
  • Maximizing Facebook for Your Real Estate Business

    1. 1. Maximizing FacebookFor Your Real Estate Business Maura Neill ABR, CRS, CDPE, REALTOR®
    2. 2. Can Your Marketing Be Consumer-Centric?
    3. 3. What Do These Messages Say?• “I‟m out of listings! Who wants to sell?”• “I‟m in LOVE with my new listing!”• “Just wrote contracts today for 3 lucky buyers!”
    4. 4. What Message Are WeSending to Consumers?
    5. 5. Social Media Landmines For You • Always make sure that your company name and professional status are apparent on every electronic communication you make. • Be careful about posting information about your meetings with clients or other real estate professionals. • Don‟t complain, brag, or even talk about your client‟s reactions to property.
    6. 6. Social Media Landmines for Your Clients • Have your clients make a list of all the social media sites on which they have profiles. • Warn them about posting during the buying or selling process. • Explain the dangers that social media can pose to their negotiations. • Need a horror story to tell?
    7. 7. Client Confidentiality• If your client chats with you on Facebook, remember to stay off their wall.• Never post about properties while in negotiations.• Never post anything negative about a listing.• If you are having a bad day, keep it to yourself. No venting!
    8. 8. “Always have something to sell, but don‟t always be selling.” ~ Chris Brogan
    9. 9. Where Is Your Facebook Presence?• Your personal profile – what does it look like?• Your Facebook Business Page: – Do you have one? – Do you use it effectively? – Do you need one?• Where do you spend the most time and get the most response?
    10. 10. Facebook Business Pages
    11. 11. Who Sees YourFacebook Business Page?
    12. 12. Branded Facebook Business Page
    13. 13. What To Post On Your Business Page• Links, links, links – to your videos, blog posts, buyer/seller tips – drive the traffic to your site• Photos – local, your listings, funny things you see while showing homes, caption this• Videos – keep them short and informative• Local information• Open houses and listings okay here
    14. 14. Ask Questions
    15. 15. Ask Questions
    16. 16. Ask Questions
    17. 17. Use Action Words toEncourage Engagement
    18. 18. Facebook: Your Website‟s Best FriendAdd the “Like” button to your website to link your Facebook Business Page to your site: http://goo.gl/aZbXf Integrate your page with your website: links to blog posts, website pages, etc.
    19. 19. Drive Traffic• …from your Facebook Page to your website blog with links to posts and information• …from your website/blog to Facebook with the “Like” button• Avoid sending them away from you as much as possible – use the 80/20 Rule
    20. 20. Link Tips• Give a teaser, a quote from the post/article – something to encourage the reader to click• Don‟t just post the link & expect it to get traffic/traction
    21. 21. Don‟t Want a Biz Page?Find Your Facebook Niche
    22. 22. Finding Your Facebook NicheBobbi Howe‟s Saturday Morning Runners
    23. 23. Optimize Your Facebook Profile for Public Viewing
    24. 24. Potential Clients Will Find You On Facebook• Give them something to see• Let them get to know the “public” you• Create trust, authenticity, and credibility• Keep it to the 80/20 rule – put some personal info out there (but still, only things you feel comfortable sharing publicly)
    25. 25. What Does Your Profile Photo Say About You?• Does it look like you? (in other words, is it current?)• Is it professional? Or at the least, not UNprofessional?• Is it friendly? accessible? relatable?• Does it appeal to your target audience?• Is it a photo that you‟re okay with having seen publicly?
    26. 26. How Personal is Your Profile? • Not everything you post needs to be private; what can potential clients learn from your public Facebook posts?Image courtesy of jannoon028 at FreeDigitalPhotos.net
    27. 27. You Can Go Public Without Giving Up Your PrivacyUse the options Facebook gives you tocreate a Public Profile within your personalprofile
    28. 28. You Can Go Public Without Giving Up Your Privacy• You can also go back and edit past posts to optimize your profile – try going back 1 month or so.
    29. 29. How I Go PublicPublic Kept Private (Friends Only)• Recipes • Photos of• Photos of food, family, vacations, per Atlanta places, sonal occasions, etc. things to do • Check-ins (most)• Funny (but appropriate) • Anything else I would• Links to my blog not be comfortable posts with a stranger• Things that brand knowing me, i.e., bacon 
    30. 30. Social ObjectsWhat do people think ofwhen they think of you?
    31. 31. Julie Beall Put This On Facebook1,000 pairs of shoes donated…and delivered
    32. 32. Harvesting the Information at Your Fingertips
    33. 33. Letting Facebook Do the Work For YouFrom Raziel Ungar ~ Burlingame, CA• Clients‟ hobbies, interests• What you see on Facebook + how well you‟ve gotten to know them• Sharing articles, books, points of interest• An excuse to get in touch
    34. 34. Harvesting Facebook for Client InformationBirthdays & Anniversaries
    35. 35. Where To Find Client InformationFacebook gathers usefulinfo for you!Timeline-style page(above); old page style(right)
    36. 36. Prospect Searches
    37. 37. New Prospects? Check „Em Out!• Search by name and/or email address• View as much of your prospect‟s profile as they have made public• Send a message via Facebook
    38. 38. When a New Prospect Comes In• Search for and view profile• Learn what you can about• Send a message via Facebook introducing yourself – If you usually email a prospect (i.e., an Internet lead), why not also send a brief message on Facebook?• Encourage them to view your profile (not necessarily friend you) – they‟ll see your public posts!
    39. 39. Facebook Graph Search Waitlist for Graph Search:http://facebook.com/about/graphsearch
    40. 40. Avoiding Facebook Faux Pas
    41. 41. Your Facebook Profile is Not Meant To Be For BusinessBut don‟t take my word for it…ask Zuck:“You will not post unauthorized commericalcommunication (such as spam) on Facebook…You will not use your personal timeline for your owncommercial gain.”Facebook Terms of Use: www.facebook.com/policiesFacebook Pages Terms:www.facebook.com/pages_guidelines.php
    42. 42. How To Talk Business On Your Facebook Profile Think 80/20 Social is the name of the game When in doubt, leave business outOkay: Not Okay• Links to your blog posts • Posting your listings &• Check-ins at your office open houses or at a closing • “Are you thinking of• Congratulating a client – buying a home…” posts if they‟re okay with it • Anything that even slightly resembles spam
    43. 43. Who Sees YourFacebook Business Page?
    44. 44. Where Is Your Facebook Presence Now?• Your personal profile – what does it look like?• Your Facebook Business Page: – Do you have one? – Do you use it effectively? – Do you need one?• Where do you spend the most time and get the most response?
    45. 45. Optimize Your Facebook Profile for Public Viewing
    46. 46. Potential Clients Will Find You On Facebook• Give them something to see• Let them get to know the “public” you• Create trust, authenticity, and credibility• Keep it to the 80/20 rule – put some personal info out there (but still, only things you feel comfortable sharing publicly)
    47. 47. What Does Your Profile Photo Say About You?• Does it look like you? (in other words, is it current?)• Is it professional? Or at the least, not UNprofessional?• Is it friendly? accessible? relatable?• Does it appeal to your target audience?• Is it a photo that you‟re okay with having seen publicly?
    48. 48. How Personal is Your Profile? • Not everything you post needs to be private; what can potential clients learn from your public Facebook posts?Image courtesy of jannoon028 at FreeDigitalPhotos.net
    49. 49. You Can Go Public Without Giving Up Your PrivacyUse the options Facebook gives you tocreate a Public Profile within your personalprofile
    50. 50. You Can Go Public Without Giving Up Your Privacy• You can also go back and edit past posts to optimize your profile – try going back 1 month or so.
    51. 51. How I Go PublicPublic Kept Private (Friends Only)• Recipes • Photos of family,• Photos of food, vacations, personal Atlanta places, occasions, etc. things to do • Check-ins (most)• Funny (but appropriate) • Anything else I would• Links to my blog not be comfortable posts with a stranger• Things that brand knowing me, i.e., bacon 
    52. 52. How To Talk Business On Your Facebook Profile Think 80/20 Social is the name of the game When in doubt, leave business outOkay: Not Okay• Links to your blog posts • Posting your listings &• Check-ins at your office open houses or at a closing • “Are you thinking of• Congratulating a client – buying a home…” posts if they‟re okay with it • Anything that even slightly resembles spam
    53. 53. Harvesting Facebook for Hidden Gems
    54. 54. Information at Your Fingertips
    55. 55. Letting Facebook Do the Work For YouMake a Facebook list that includes all ofyour past & current clients; then peruse for:• Find birthdays and anniversaries• Learn hobbies, interests, books, movies, music• Use what you see on Facebook + what you already know about them• Share articles, books, points of interest• Result: excuses/reasons to get in touch From Raziel Ungar ~ Burlingame, CA
    56. 56. Birthdays, Anniversaries… And So Much More
    57. 57. Harvesting Facebook for Client InformationFacebook gathers usefulinfo for you!Timeline-style page(above); old page style(right)
    58. 58. Prospect Searches
    59. 59. New Prospects? Check „Em Out!• Search by name and/or email address• View as much of your prospect‟s profile as they have made public• Send a message via Facebook
    60. 60. When a New Prospect Comes In• Search for and view profile• Learn what you can about• Send a message via Facebook introducing yourself – If you usually email a prospect (i.e., an Internet lead), why not also send a brief message on Facebook?• Encourage them to view your profile (not necessarily friend you) – they‟ll see your public posts!
    61. 61. Finding Your Facebook Niche
    62. 62. Don‟t Want a Business Page? Find Your Facebook Niche
    63. 63. Finding Your Facebook NicheBobbi Howe‟s Saturday Morning Runners
    64. 64. Where Do You Fit In On Facebook? • If you enjoy it, you‟ll stick with it. • Is there a void to be filled? • Create a group around: – a hobby – an interest – a cause – a charityImage courtesy of Danilo Rizzuti at FreeDigitalPhotos.net
    65. 65. Getting Face-to-Face with Facebook
    66. 66. Video: Face-to-Face Redefined • How are you already using video? • Where can you use video on Facebook? • How can you make it personal?Image courtesy of Ambro at FreeDigitalPhotos.net
    67. 67. Video TipPeople love videos on Facebook – here‟s aquick tip:• Embed your videos into blog posts on your website• Post the link to that post (with a teaser, a line or two to make people want to click through) to your profile or business page• Send your friends/readers/fans to the link on your blog/website instead of to YouTube
    68. 68. Hootsuite• Manage Facebook, Twitter, G+, Foursquare, LinkedIn, Wordpress, MySpace – all from one dashboard• Schedule tweets & updates• Save time
    69. 69. Hootsuite
    70. 70. One Last Reminder…
    71. 71. Your Facebook Profile is Not Meant To Be For BusinessBut don‟t take my word for it…ask Zuck:“You will not post unauthorized commericalcommunication (such as spam) on Facebook…You will not use your personal timeline for your owncommercial gain.”Facebook Terms of Use: www.facebook.com/policiesFacebook Pages Terms:www.facebook.com/pages_guidelines.php
    72. 72. Connect: about.me/MauraNeill

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