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The combination of Pinterest and Instagram can connect you with consumers in effective new ways. Real estate social media expert Erica Campbell Byrum of Homes.com explains the best practices, along ...

The combination of Pinterest and Instagram can connect you with consumers in effective new ways. Real estate social media expert Erica Campbell Byrum of Homes.com explains the best practices, along with little-known tips and tricks, for using these social sites to grow your real estate business.

This presentation was given at the RE/MAX Broker/Owner Conference in San Francisco, CA on August 18, 2014.

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The Power of Pinterest & Instagram for Real Estate Presentation Transcript

  • 1. @EricaCampbell @HomesDotCom bit.ly/ECBBio OF PINTEREST INSTAGRAM & ERICA CAMPBELL BYRUM Director of Social Media for Homes.com Recently named Social Media MVP by PRNews THE POWER
  • 2. Not just #selfies & recipes!
  • 3. VISUAL CONTENT
  • 4. WHY IS VISUAL CONTENT IMPORTANT?
  • 5. 90%OF INFORMATION TRANSMITTED TO THE BRAIN IS VISUAL, AND VISUALS ARE PROCESSED 60,000XFASTER IN THE BRAIN THAN TEXT. Sources: 3M Corporation and Zabisco
  • 6. 40%OF PEOPLE WILL RESPOND BETTER TO VISUAL INFORMATION THAN PLAIN TEXT. Source: Zabisco
  • 7. POSTS WITH ATTRACT 3X MORE INBOUND LINKS THAN PLAIN TEXT POSTS. Source: SEOmoz VIDEOS
  • 8. VISUAL CONTENT IS SOCIAL-MEDIA-READY. IT’S EASILY SHARABLE AND EASILY PALATABLE. Source: Wishpond.com
  • 9. VISUAL STORIES HELP PEOPLE IDENTIFY WITH YOUR ORGANIZATION.
  • 10. A FAST, BEAUTIFUL AND FUN WAY TO SHARE YOUR LIFE WITH FRIENDS & FAMILY.
  • 11. PHOTOS PROFILE PIC COMPANY NAME, PROFILE, URL MOBILE PROFILE FOLLOWERS AND FOLLOWING
  • 12. Source: Instagram
  • 13. FILTER OPTIONS
  • 14. FILTER OPTIONS BEFORE AFTER
  • 15. TAKE VIDEOS
  • 16. INSTAGRAM PHOTO VIDEO IDEAS& 10
  • 17. 1. MEET THE TEAM
  • 18. EMPLOYEES WILL ENJOY THE RECOGNITION AND INSTAGRAM FOLLOWERS WILL GET A CHANCE TO SEE THE PEOPLE BEHIND THE BRAND.
  • 19. INCREASE FOLLOWER GROWTH BY CROSS-PROMOTING TO OTHER SOCIAL ACCOUNTS.
  • 20. 2. PROMOTE CULTURE Announce new hires, profile your staff and even promote your organization as a trendy, fun place to work.
  • 21. 3. LISTINGS
  • 22. 4. OPEN HOUSE
  • 23. 5. STAGING
  • 24. 6. SOLD HOMES
  • 25. 7. CLOSING/HAPPY CLIENTS Showcase your customers and other fun things you are doing to make their experience more enjoyable.
  • 26. PROOF SOCIAL
  • 27. 8. BEHIND THE SCENES Give all of your followers an exclusive backstage pass!
  • 28. 9. SNEAK PEEK
  • 29. 10. LOCAL Position yourself as the local expert.
  • 30. Instagram is great for making a standard scenery shot look much more appealing. Intensify the color with filters to turn an average sunset into something spectacular.
  • 31. Source: Raj Qsar
  • 32. Source: Raj Qsar
  • 33. TACTICS ADVANCED INSTAGRAM
  • 34. 1,161 } RUN A CONTEST Crowdsource content from employees and clients.
  • 35. DESUMMER FUN
  • 36. CONTESTSARE THE GIFT THAT KEEPS ON GIVING
  • 37. CROWDSOURCED ADS
  • 38. ARTWORK.FM Source: Nick Cicero, Expion
  • 39. HOST AN INSTAMEET EVENT
  • 40. ICONOSQUARE
  • 41. INSTAGRAM TIPS • Start sharing photos of your listings • Add a filter that complements the home • Take close-up shots of key features • Use hashtags in your comments #RealEstate #ShortSale #Foreclosure #ReducedPrice #LuxuryRealEstate
  • 42. Sources: Nielsen, Nirogram, Experian, and Emarketer
  • 43. THE PIN CYCLE How a pin meets new people
  • 44. 6 DAYSIN ESCROW After ON THE MARKET
  • 45. PINTEREST BOARD IDEAS 10
  • 46. 1. MEET THE TEAM Share a little about each employee in the caption and link back to About Us page.
  • 47. 2. LISTINGS Add descriptions, hashtags and pricing.
  • 48. 3. OPEN HOUSE
  • 49. 4. CUSTOMER REVIEWS
  • 50. 5. LIFESTYLE CONTENT • Seasonal Boards • Home Décor - Small Spaces - Closets - Kitchens - Wine Cellars - Organization • Recipes • Moving Tips • Hobbies - Fashion/Style - Luxury Cars - Sports • Landscaping • Crafts/DIY Projects
  • 51. 6. LOCAL • Neighborhoods • Dining Guide • Shopping • Schools • Local Businesses • Professional/Home Services • Nightlife • Events • Entertainment
  • 52. 7. STAGING
  • 53. 8. VIDEO • Home Tours • Neighborhood Tours • Home Inspections • Decor for Small Spaces • Client Reviews • Recruiting
  • 54. 9. EXPERT ADVICE
  • 55. PUBLISHERS WHO USE GROW IN TRAFFIC AN AVERAGE OF MORE THAN THOSE WHO DON’T. Source: AnsonAlex INFOGRAPHICS 12%
  • 56. 10. MARKETING IDEAS
  • 57. TACTICS ADVANCED PINTEREST
  • 58. GET VERIFIED ON PINTEREST
  • 59. Track how many people are Pinning from your website, seeing your Pins, and clicking your content. PINTEREST ANALYTICS
  • 60. ADD THE PIN IT BUTTON
  • 61. Include a map, address and phone number. PLACE PINS
  • 62. GUIDED SEARCH
  • 63. UPGRADE YOUR PAST POSTS Add call-to-actions in blog post photos. BEFORE AFTER
  • 64. PINTEREST TIPS • Remember, Pinterest is for engaging and creating the ideal lifestyle • Evoke ‘Pinspiration’ with your pins • Pin it, and they will come • Use words like: dream homes, perfect space, ideal kitchen, luxury real estate • Include hashtags for search
  • 65. TAKEAWAYS
  • 66. FREE & LOW COST EDITING & DESIGN TOOLS
  • 67. SECURE CUSTOM URLS Vanity URLs make URLs more memorable, making it easier to find you.
  • 68. ADD BUTTONS TO YOUR SITE Adding the social media badges to your website encourages visitors to follow you. Add the Share, ‘Like’, Tweet and +1 buttons to encourage visitors to share.
  • 69. CROSS-PROMOTE Cross-promote in both online and offline communications to increase audience.
  • 70. TAKEAWAYS We are all now media companies and need to think like journalists We need to dedicate resources to creating visuals and collecting stories We need to know each channel and what works best Visuals with stories that elicit calls to action works best 1. 2. 3. 4.
  • 71. • Set up on 6 social channels • 3 Facebook apps plus branding • 1 post per day across 3 social channels • Social reporting and support • Verification for local directories • Reputation management dashboard with reporting/alerts