Facebook for real
estate
- 541,261 reasons to be on it, (…and
counting)!


- REIWA Learning, Mon 19th Oct 2009

Charlie Gu...
Your name please!




               Charlie

Facebook for real estate                  2
OBJECTIVES

    3 things you want to get out of
                today?


Facebook for real estate              3
CAR PARK

  things that may have to be handled
                 later


Facebook for real estate               4
INTROs

- Me
- Flavour
- Demos
- Order
- Objectives
  Facebook for real estate   5
AGENDA v1.0                9am-1pm:


_ What is FB?
_ Building your FB profile & contacts
_ FB Business Pages – how to use...
AGENDA v2.0                9am-1pm:

_ Connect with clients/prospects
_ Lower your ad costs
_ Drive customer loyalty
_ Bra...
5 RULES
 _ Suspend your disbelief!
 _ Think how this can be applied
 _ Try it out for real
 _ Let me know how you get on
 ...
Ad Spend in Australia - 09/10
1. Takeaway Food                            …..….$3343m
2. Real Estate Agents               ...
INTERNET USE – Globally/Australia
_ Created 1990, Web Sites 1994, Search 1998

_ Total World Pop (09) 6.7bn, Internet User...
SOCIAL MEDIA in Aus (Jun09)
_ Facebook: 6mn visitors (+95% p.a.)
_ MySpace: 3.5mn (only +5%)
_ Twitter: 800,000 (up from 1...
Facebook Stats
 _ 540,000+ in Perth are on Facebook
 _ more over aged 40 (150k) than under 20
(143k)

It‟s not a question ...
1960-2000

Golden Age
of Advertising



Facebook for real estate   13
Fragmentation
of all media




 Facebook for real estate   14
Demise
of
trad
media



Facebook for real estate   15
Warren Buffett (May 2009)

                      “ I would not buy a newspaper
                   stock at any price … the...
If this is all true,
then how do we
use the new
media?

… and what IS IT
anyway?
 Facebook for real estate   17
Let John Heileman
                            explain…

                           ‘Download’
                            ...
Chad
Hurley, Cofounder, Youtube.com




Facebook for real estate         19
Mark
Zuckerberg, Founder, Facebook




Facebook for real estate        20
Biz Stone, Founder, Twitter.com




Facebook for real estate          21
Advantages SOCIAL MEDIA

- Cheap! and fast/instant
- Reach / Accessible
- Can be updated/improved
- Democratic (power to t...
SOCIAL MEDIA – defined

Social media is information content created by people using
highly accessible and scalable publish...
Power that is SOCIAL MEDIA

- free
- powerful
- scares big media silly
- elected a President?
- not being used by your com...
“Markets are conversations”
                                        conversations among humans sound human

              ...
“Markets are conversations”




Facebook for real estate                           26
“Markets are conversations”

Facebook for real estate                           27
OK – back to the
workbook




Facebook for real estate   28
_ What‟s the social graph?
 _ How does FB make money?
 _ How many ppl are on FB in Perth?
 _ What‟s the breakdown?
 _ How ...
Facebook for real estate   30
_ What are your
concerns about FB?

Many are to do with
privacy & time wasting
Do you know how to
change privacy
settings?...
_ The Case of “Amba Friend” (BBC)

http://www.abc.net.au/news/stories/2007/10/24/2068766.htm


Do you know how to change p...
_ Your social media pages (FB, twitter…)
can be found on Google
 _ this has an advantage,
 _ but don‟t think it‟s private ...
Facebook for real estate   34
Facebook for real estate   35
http://www.facebook.com/gunningham




Facebook for real estate          36
EFFECTS

 _ How many of you have been on FB past
wk?
 _ How many of your friends?
 _ is it replacing email?
 _ How many ne...
GETTING STARTED

 _ Set up a personal profile
              (…what you put on it is up to
you)
 _ Can also directly set up...
_ Do you (are you going to) mix business
with pleasure?
 _ keep your profile to friends only, or be the
real estate agent ...
FRIENDING Policy

 _ Do you friend everyone?
    (… and let then friend you?)
 _ WIIFT?
 _ Avoid the cringeworthy
 _ Go on...
FB Groups vs FB Business Pages

 _ Groups are like „clubs‟
 _ invite „members‟
 _ post info, events, photos, video…
 _ mem...
FB Business Pages

_ Very much like a personal profile
_ Everything available, very powerful
_ it‟s like having your own c...
http://www.facebook.com/...unique URL




Facebook for real estate            43
FB Business Pages

_ What could you put on your page?
_ and why?

(Imagine the REAL ESTATE applications here)

and the opp...
FB Business Pages – ADDING FANS

_ make it interesting, fresh
_ suggest fans
_ link to it from emails, your web site
_ use...
FACEBOOK Fan Box

                                 Have your FB
                                Business page
            ...
FREE FACEBOOK Business Page e-Book

                                   by Peter Fletcher




                   TheRealEst...
FB Business Pages – Examples




Facebook for real estate       48
Pay per Click Ads


PAY PER CLICK (Facebook ads)

_ FREE for people to VIEW the ad
 _ You ONLY PAY of they CLICK on the ad...
Google Adwords vs Facebook Ads

* DEMO

FB ads better?

- includes IMAGES
- only 3 per page
- can target ages and where pe...
Few relevant terms

 _ CPM =
 _ CPC =
 _ CTR =

* DEMO


Facebook for real estate   51
Facebook for real estate   52
Facebook for real estate   53
FB Ads


 _ How could you use these?




Facebook for real estate      54
Facebook


_ We‟ve seen how big it is
_ We‟ve seen the options (personal profile,
business pages and PPC ads)

NOW – you n...
Facebook - POLICY


 _ what are the rules going to be?

         bit like your internet surfing rules, use of company
    ...
OTHER Social Media

 _ it all works best, if used together

_ link FB to Twitter
      ( www.facebook.com/twitter )




Fa...
Benefits of FB

 _ those listed – any others?


Applications of FB

 _ those listed – any others?


Facebook for real esta...
FB – on mobile devices


 _ iphones, blackberrys and others
come with it
 _ you can download free FB apps
 _ meaning you c...
Conclusions from today

 _ what are they - for you?


Take-Aways from today

 _ what are you going to do about this
   … a...
FACEBOOK for real estate

- 5 Tips
http://mashable.com/2009/04/01/optimize-facebook-
page/




Facebook for real estate   ...
Facebook for real estate   62
THANK YOU! – please fill in FEEDBACK
FORMS

_ This afternoon – Twitter (repeated Dec 9th)
_ Oct 30th – REIWA Conference
_ ...
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Facebook for Real Estate

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Half day course on using facebook as part of a real estate agent's online marketing

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Facebook for Real Estate

  1. 1. Facebook for real estate - 541,261 reasons to be on it, (…and counting)! - REIWA Learning, Mon 19th Oct 2009 Charlie Gunningham
  2. 2. Your name please! Charlie Facebook for real estate 2
  3. 3. OBJECTIVES 3 things you want to get out of today? Facebook for real estate 3
  4. 4. CAR PARK things that may have to be handled later Facebook for real estate 4
  5. 5. INTROs - Me - Flavour - Demos - Order - Objectives Facebook for real estate 5
  6. 6. AGENDA v1.0 9am-1pm: _ What is FB? _ Building your FB profile & contacts _ FB Business Pages – how to use _ FB Ads – the most targetted adv‟g possible _ FB policy – how to control it in your office _ Other social media, and conclusion Facebook for real estate 6
  7. 7. AGENDA v2.0 9am-1pm: _ Connect with clients/prospects _ Lower your ad costs _ Drive customer loyalty _ Brand yourself as tech savvy More Listings _ Motivate + empower staff More Sales _ Have some fun along the way _ Educate marketplace _ Listen + learn Facebook for real estate 7
  8. 8. 5 RULES _ Suspend your disbelief! _ Think how this can be applied _ Try it out for real _ Let me know how you get on _ Don‟t give up (most do) Facebook for real estate 8
  9. 9. Ad Spend in Australia - 09/10 1. Takeaway Food …..….$3343m 2. Real Estate Agents ……...$1563m 3. Auto Industry ……….$997m 4. Banks ……….$966m 5. Supermarkets ……….$774m Source: IBIS World Research, July 2009 Facebook for real estate 9
  10. 10. INTERNET USE – Globally/Australia _ Created 1990, Web Sites 1994, Search 1998 _ Total World Pop (09) 6.7bn, Internet Users 1.7bn (25%) _ Aus: Pop 21mn, Net 17mn (81%) (user growth 156% since 2000) Facebook for real estate 10
  11. 11. SOCIAL MEDIA in Aus (Jun09) _ Facebook: 6mn visitors (+95% p.a.) _ MySpace: 3.5mn (only +5%) _ Twitter: 800,000 (up from 13,000) _ 70%+ net users visited social netwks (+29%) _ Twitter the fastest growing Facebook for real estate 11
  12. 12. Facebook Stats _ 540,000+ in Perth are on Facebook _ more over aged 40 (150k) than under 20 (143k) It‟s not a question of WHETHER, it‟s a question of HOW you are there (very similar to “The Internet” in 1999?) Facebook for real estate 12
  13. 13. 1960-2000 Golden Age of Advertising Facebook for real estate 13
  14. 14. Fragmentation of all media Facebook for real estate 14
  15. 15. Demise of trad media Facebook for real estate 15
  16. 16. Warren Buffett (May 2009) “ I would not buy a newspaper stock at any price … their business model is over” Facebook for real estate 16
  17. 17. If this is all true, then how do we use the new media? … and what IS IT anyway? Facebook for real estate 17
  18. 18. Let John Heileman explain… ‘Download’ _ Discovery Science _ doco 2008 Facebook for real estate 18
  19. 19. Chad Hurley, Cofounder, Youtube.com Facebook for real estate 19
  20. 20. Mark Zuckerberg, Founder, Facebook Facebook for real estate 20
  21. 21. Biz Stone, Founder, Twitter.com Facebook for real estate 21
  22. 22. Advantages SOCIAL MEDIA - Cheap! and fast/instant - Reach / Accessible - Can be updated/improved - Democratic (power to the little guy) - It involves your clients (directly) Facebook for real estate 22
  23. 23. SOCIAL MEDIA – defined Social media is information content created by people using highly accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content. http://en.wikipedia.org/wiki/Social_media incl blogs, youtube, facebook, twitter, flickr, slideshare, … Facebook for real estate 23
  24. 24. Power that is SOCIAL MEDIA - free - powerful - scares big media silly - elected a President? - not being used by your competitors (yet) Facebook for real estate 24
  25. 25. “Markets are conversations” conversations among humans sound human natural, uncontrived, honest public switch quickly tell us something! (then we might speak to you) business is only part of our lives, it’s all of yours The Cluetrain Manifesto: The End of Business as Usual by Christopher Locke, Rick Levine, Doc Searls, David Weinberger Pub 1999 : read it for free at www.cluetrain.com Facebook for real estate 25
  26. 26. “Markets are conversations” Facebook for real estate 26
  27. 27. “Markets are conversations” Facebook for real estate 27
  28. 28. OK – back to the workbook Facebook for real estate 28
  29. 29. _ What‟s the social graph? _ How does FB make money? _ How many ppl are on FB in Perth? _ What‟s the breakdown? _ How can we check this? _ Why go on FB? _ The Good, the Bad and the ugly… Facebook for real estate 29
  30. 30. Facebook for real estate 30
  31. 31. _ What are your concerns about FB? Many are to do with privacy & time wasting Do you know how to change privacy settings? Facebook for real estate 31
  32. 32. _ The Case of “Amba Friend” (BBC) http://www.abc.net.au/news/stories/2007/10/24/2068766.htm Do you know how to change privacy settings? Time Wasting – have a policy (see later) Facebook for real estate 32
  33. 33. _ Your social media pages (FB, twitter…) can be found on Google _ this has an advantage, _ but don‟t think it‟s private (unless you set it so) Facebook for real estate 33
  34. 34. Facebook for real estate 34
  35. 35. Facebook for real estate 35
  36. 36. http://www.facebook.com/gunningham Facebook for real estate 36
  37. 37. EFFECTS _ How many of you have been on FB past wk? _ How many of your friends? _ is it replacing email? _ How many new friends? _ is it more than connecting with friends? _ are more and more making comments, tagging, interacting on your page now? Facebook for real estate 37
  38. 38. GETTING STARTED _ Set up a personal profile (…what you put on it is up to you) _ Can also directly set up a business profile (but without personal profile, it’s less effective) * DEMO Facebook for real estate 38
  39. 39. _ Do you (are you going to) mix business with pleasure? _ keep your profile to friends only, or be the real estate agent you are (your friends know this) Facebook for real estate 39
  40. 40. FRIENDING Policy _ Do you friend everyone? (… and let then friend you?) _ WIIFT? _ Avoid the cringeworthy _ Go on and have a conversation, feel your way _ see how others do it, it‟s got to feel right to you Facebook for real estate 40
  41. 41. FB Groups vs FB Business Pages _ Groups are like „clubs‟ _ invite „members‟ _ post info, events, photos, video… _ members then see changes everytime they are logged in (or are contacted) BUT – Business Pages are better… Facebook for real estate 41
  42. 42. FB Business Pages _ Very much like a personal profile _ Everything available, very powerful _ it‟s like having your own company web site within the FB community _ BUT – whoever sets it up CANNOT be deleted! *DEMO Facebook for real estate 42
  43. 43. http://www.facebook.com/...unique URL Facebook for real estate 43
  44. 44. FB Business Pages _ What could you put on your page? _ and why? (Imagine the REAL ESTATE applications here) and the opportunities to connect, have a conversation, educate, brand yourself, positive PR, .. But there‟s also opportunity to look foolish, and bug/spam people. Facebook for real estate 44
  45. 45. FB Business Pages – ADDING FANS _ make it interesting, fresh _ suggest fans _ link to it from emails, your web site _ use FB ads _ add a fanbox _ twitter, blog about your FB page _ interact on others, and make them favourites _ spread the word Facebook for real estate 45
  46. 46. FACEBOOK Fan Box Have your FB Business page Update your site + advertise FB page Facebook for real estate 46
  47. 47. FREE FACEBOOK Business Page e-Book by Peter Fletcher TheRealEstateMarketingMaven.com Facebook for real estate 47
  48. 48. FB Business Pages – Examples Facebook for real estate 48
  49. 49. Pay per Click Ads PAY PER CLICK (Facebook ads) _ FREE for people to VIEW the ad _ You ONLY PAY of they CLICK on the ad (and then you get a visitor to your web site) _ cost 12c per 1000 views (CPM = $0.12) _ target to age ranges, geography _ turn them on and off when you like _ set a budget per click, and total daily spend (from as little as $1/day) _ can see results (graphs/tables) Facebook for real estate 49
  50. 50. Google Adwords vs Facebook Ads * DEMO FB ads better? - includes IMAGES - only 3 per page - can target ages and where people live Facebook for real estate 50
  51. 51. Few relevant terms _ CPM = _ CPC = _ CTR = * DEMO Facebook for real estate 51
  52. 52. Facebook for real estate 52
  53. 53. Facebook for real estate 53
  54. 54. FB Ads _ How could you use these? Facebook for real estate 54
  55. 55. Facebook _ We‟ve seen how big it is _ We‟ve seen the options (personal profile, business pages and PPC ads) NOW – you need to rationalise its use, persuade others, and do it. You need a policy. Facebook for real estate 55
  56. 56. Facebook - POLICY _ what are the rules going to be? bit like your internet surfing rules, use of company telephone, equipment, mobile…?) Facebook for real estate 56
  57. 57. OTHER Social Media _ it all works best, if used together _ link FB to Twitter ( www.facebook.com/twitter ) Facebook for real estate 57
  58. 58. Benefits of FB _ those listed – any others? Applications of FB _ those listed – any others? Facebook for real estate 58
  59. 59. FB – on mobile devices _ iphones, blackberrys and others come with it _ you can download free FB apps _ meaning you can upload pix to FB pages, update your profile, all on the go… Facebook for real estate 59
  60. 60. Conclusions from today _ what are they - for you? Take-Aways from today _ what are you going to do about this … as of tomorrow? Facebook for real estate 60
  61. 61. FACEBOOK for real estate - 5 Tips http://mashable.com/2009/04/01/optimize-facebook- page/ Facebook for real estate 61
  62. 62. Facebook for real estate 62
  63. 63. THANK YOU! – please fill in FEEDBACK FORMS _ This afternoon – Twitter (repeated Dec 9th) _ Oct 30th – REIWA Conference _ Nov 9/27 - Internet Mkting (1 day) inc SEO, web sites, CRMs, enews _ aussiehome.com „Leadership Circles‟ (free) - tba Charlie@aussiehome.com 0411 092 669 or 9389 5833 follow us on Twitter and Facebook for more tips and ideas and Peter Fletcher‟s excellent blog: www.therealestatemarketingmaven.com Facebook for real estate 63
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