WRAR Social media for broker owners

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A presentation on the use of today’s Social Media tools in today’s real estate practices.
Find out what your agents are doing online. Discover the sites and tools they are using to interact with today’s consumer.
Understand how you can assist them with brand recognition, marketing and lead generation through your presence on
Social Media.
• How to build your social media network and use it to listen to your customers
• Generate relevant content to engage your consumers.
• Explore the RISKS and REWARDS of Social Media

Published in: Real Estate, Business, Technology
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WRAR Social media for broker owners

  1. 1. SOCIAL M EDIA AND BROKERAGE RISK JODY OBRIEN The Re/Education Company COMMITTED TO PROFESSIONALISM IN REAL ESTATE THROUGH EDUCATION
  2. 2. AGENDA WHAT is social media WHICH sites your agents use in social media HOW you should best use social media for the brokerage What are the laws, regulations and Code of Ethics that apply to the use of social media What is your social media policy
  3. 3. INTRODUCTION
  4. 4. SOCIAL MEDIA Media –internet and mobile based - for social interaction User generated communication, content and media Technology which turns communication into interactive dialogue A common thread running through all definitions of social media is a blending of technology and social interaction for the co- creation of value. Wikipedia.com
  5. 5. SOCIAL MEDIA Today’s • Cocktail party • Chamber of Commerce Meeting • Broker Open House • Quick Hellos All on-line
  6. 6. SOCIAL MEDIA MARKETING Building your social network and listening to your fans, followers, and connections Sending relevant and interesting content that allows interaction, sharing, and builds familiarity Reaching and engaging friends of friends of friends and ultimately… Driving more business!
  7. 7. RELATIONSHIPS Building your Business: • Loyal and satisfied Clients • Superior Customer Service • Knowledge and Expertise
  8. 8. • Listen to the consumer • Share your real estate expertise • Drive engagement (action) • Encourage repeat business and referrals • Get online testimonials • Reach new customers, clients • Increase online social authority RELATIONSHIPS
  9. 9. SOCIAL M EDIA TOOLS
  10. 10. SOCIAL MEDIA TOOLS • Social Networks • Content Sharing • Rating and Review Sites • Location Based Services • Social Bookmarking
  11. 11. SOCIAL MEDIA TOOLS Site Selection: • The site clients are using • The sites vendors are using • The sites competitors are using
  12. 12. SOCIAL NETWORKS
  13. 13. Like Open to public Sell Call to Action Public Friend Invitation or Acceptance No Selling Create Engagement Public BUSINESS PAGE VS PERSONAL PROFILE
  14. 14. SOCIAL NETWORKS Manage your professional contacts and relationships Find individuals you know in a professional capacity Ask for recommendations and introductions Join networks or groups by interest, industry, geography, or work history Participate in discussions Invite people to action – property search registration, blog, newsletter etc.
  15. 15. SOCIAL NETWORKS Engagement Through Sharing • Share links to interesting content & ask for feedback • Send Direct Messages (DMs) • Retweet content from people you are following • Monitor conversations and mentions • Public site - prospect with respect
  16. 16. RATING AND REVIEW SITES How would you find a restaurant in a city you had never been before?
  17. 17. LOCATION BASED SERVICES
  18. 18. www.foursquare.com/busines s
  19. 19. M ARKETING W ITH SOCIAL NETW ORKS
  20. 20. PRESENCE WITH A PURPOSE Make your social presence a reflection of your business/organization. Don’t blur personal and professional use. Be transparent. New users should immediately identify what you do. Be the Expert Deliberately choose your expertise and areas of engagement. Put the social in the social media. Be broad and informal…and have fun!
  21. 21. Complete your business profile • Description • Contact information • Website URL • Call to Action Brand your presence • Logo • Other photos • Background
  22. 22. BUILDING YOUR SOCIAL NETWORK Use a variety of ways to expand your network: Send an invitation to your email list Add interactive social icons to your • Website • Email Campaigns (in a sidebar, in the footer) • Outgoing Email Signature • Business Card • Printed Collateral: mailers, flyers, invoices, etc. Put a QR Code in your storefront window Add a message to your voicemail
  23. 23. SOCIAL M EDIA DO’S & DON’TS
  24. 24. LAWS, REGULATIONS AND CODE 254 CMR 3.00: Professional Standards of Practice 9(a) Broker Identification. No broker may advertise real property to purchase, sell, rent, mortgage or exchange through classified advertisement or otherwise unless he/she affirmatively discloses that he/she is a real estate broker. No broker shall insert advertisements in any advertising publication or other means where only a post office box number, telephone, facsimile, electronic mail number or street address appears. All advertisements shall include the name of the real estate broker.  254:CMR 3:00:9 (b) Salespersons Prohibited From Advertising. Salespeople are prohibited from advertising the purchase, sale, rental or exchange of any real property under their own name.
  25. 25. LAWS, REGULATIONS AND CODE REALTOR® Code of Ethics Article 12 REALTORS® shall be honest and truthful in their real estate communications and shall present a true picture in their advertising, marketing, and other representations. REALTORS® shall ensure that their status as real estate professionals is readily apparent in their advertising, marketing, and other representations, and that the recipients of all real estate communications are, or have been, notified that those communications are from a real estate professional. (Amended 1/08)
  26. 26. SOP 12-5 Electronic identification including tweets SOP 12-8 Accurate websites SOP 12-9 State licensing SOP 12-10 Accurate URLs SOP 12-11 Privacy Policy
  27. 27. BLOGGING Article 15 License Law Who are you talking to? Risk Information
  28. 28. M ANAGING SOCIAL M EDIA
  29. 29. MONITORING SOCIAL MEDIA 1.Your Brand. Think about all its possible spellings/configurations. 2.Your competitors. Spot successful tactics being used by others in your industry (and the not-so- successful 3.Categories, topics, and keywords of your business. For example: real estate, commercial, buildings, leases, High Rise 4.The experts and influencers in your business.
  30. 30. Popular time management and monitoring tools include: Google Alerts HootSuite TweetDeck
  31. 31. SOCIAL MEDIA POLICY Realtor.org social media policy Marcieroggow.com
  32. 32.  Jody O’Brien  The Re/Education Company Committed to Professionalism in Real Estate through Education Blog www.reeducator.wordpress.com  Social Media www.twitter.com/reeducator www.youtube.com/msreeducator www.facebook.com/reeducator www.linkedin.com/in/reeductor THANK YOU FOR ATTENDING

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