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Real estate & Social Media

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This is a presentation made by Ginger Zumaeta across California on behalf of Union Bank to real estate agents and brokers about how to incorporate social networking and social media into their ...

This is a presentation made by Ginger Zumaeta across California on behalf of Union Bank to real estate agents and brokers about how to incorporate social networking and social media into their marketing mix to grow their business and generate leads

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Real estate & Social Media Real estate & Social Media Presentation Transcript

  • REAL ESTATE & SOCIAL NETWORKINGHOW TO USE IT TO EXPAND YOUR NETWORK, BUILD TRUST, AND GENERATE LEADS
  • About Me
  • The big 4 questionsDoes social media make sense for real estate?How does it work?How much time will it take?What’s the ROI?
  • What we’ll coverWho & how should you be on social media?Which platform should you focus on?How to feed the beast?Tricks & hacks to get the most out of the least amountof timeMaintaining the relationship
  • Some background ‣ 90% of home buyers start their shopping online‣ 80% of Realtors are using Facebook in some form as a marketing tool
  • Trulia, Zillow, Redfin, Realtor . . .Some buyers wonder if they even need a traditionalagent anymore
  • Your value proposition doesn’tlie in the mechanics
  • How does this tie into socialnetworking & socialmarketing?
  • People hire people, not sales people
  • Why does ANYONE dobusiness with you?Trust, Expertise, RapportSocial networking is like any other networking, only it happensdigitallyInstead of WOM referrals, you get viral sharesThe point of social networking is to create, build and MAINTAINrelationships your friends, and their friendsIn social networking, the currency is ENGAGEMENT, nottransactions
  • You’re selling yourself, not ahouse Good consistent Expertise content + + Rapport Personal touch = = Trust Engagement
  • Pick your social battles
  • Facebook is home baseFacebook should be home base - almost a BILLION monthlyusersEmbellish & manage with complementary apps like Instagram Videos Buffer
  • Social the Easy Way:Your Facebook Profile
  • A GOOD EXAMPLE OF MIXING BUSINESS AND PERSONALIF THE BRAND IS YOUWWW.FACEBOOK.COM/CALIFORNIAREALTOR
  • Pros Cons Only one page to update Possible to hit a limit of friends Very easy to integrate into Shouldn’t overtly market daily life No apps (formerly tabs) Demonstrates you as a whole person Brings your business to your entire personal network No need to ‘recruit’ Subscriptions
  • The Slightly Less Easy Way:A Facebook Page
  • GOOD IMAGERY, APPS, MORE
  • THE POWER OF TABS
  • WITH TABS, YOU CAN BUILD PRACTICALLY AN ENTIRE WEBSITE INSIDE OF FACEBOOK (AND YOU CAN LINK OTHER TOOLS LIKE SHORTSTACK AND MAILCHIMP)APPS (TABS) CAN CREATE A WAY TO GENERATE LEADS AND MOREBUILD YOUR DATABASE BY OFFERING SOMETHING FREE
  • Pros Cons Ability to focus your POV on Tendency to be one business dimensional if you’re not Tabs can be used very careful creatively for lead generation, Possible need for double info sharing, videos, more posting No limits on people who can More time/work to maintain LIKE your page Must recruit enough people to Perception of you being a real make it worth it business Can utilize Facebook ads
  • Content MarketingHow you sell YOURSELF as an expert
  • Start with the right content Figure out where the good stuff is Find great sites with the info that will demonstrate your expertise (ex. INMAN, RISMedia, Niche Marketing) Find sites that give info on your geographic area (ex. studiocity.patch.com) Add these site RSS feeds to your google reader Find great videos on YouTube Think about your own personal FAQ
  • Feeding the beast
  • The Good News:Virtually everything worth reading(stealing) is already on Facebook
  • GOOGLE READER & RSS FEEDSSEE ALL OF THE NEWS YOU NEED TO SEE IN ONE PLACE
  • FIND GOOD FACEBOOK PAGES TOFOLLOW THEN SEE WHO THEY FOLLOWLIKE PAGES THAT CAN FEED YOUR CONTENT PIPELINESHARE THEIR CONTENT - ALWAYS WITH YOUR OWN SPIN
  • LIKE complementary pages• Mags & other orgs that represent what you do (San Francisco Magazine, California Homes & Design, Diablo, SFGate, Realtor.com, The Niche Report)• You favorite services and contractors (furniture stores, interior designers, plumbers, electricians, etc.)• Agents in adjacent areas that you can share referrals with
  • Photos & Check-insFacebook for quick check-ins easy way to let people into your life with minimal effortUse Instagram to make great looking photos that can publishdirectly to FacebookCheck-in to places to show both business and pleasure Ex. great restaurants in your geo focal area, your office, escrow company, etc.
  • SHARE CONTENT FROM OTHER PROFILES, CHECK-IN, @MENTION
  • Create a routineCheck your newsfeed in the morning - find the best info andschedule those updates either on your Facebook timeline, orwith a 3rd party app like BufferUse photos and check-ins to show movement and personalitythroughout the dayAsk questions and/or use memes. There’s a reason they’re sosuccessful: Example: Happy Halloween! Fill in the blank: "Myfavorite Halloween candy is ____________________."
  • Don’t be afraid of making avideoNot just for showing off a house!Sell yourself as an expert & showing off your personalityVery easy - from phone, desktop or have a friend film you (seeSocialcam app)Get “inspired” from stuff already out there
  • SUBSCRIBE TO GOOD PLAYLISTS FOR INSPIRATIONWWW.YOUTUBE.COM/REALTORDOTCOM
  • DO YOUR OWN TAKE ON THE VIDEO; UPLOAD & EDIT ON YOUTUBE
  • MailchimpThe dead-simple way to have really great looking emailnewsletters without being a graphic artistAbility to create forms (like the one on Live Well - Los Angeles)Ability to have multiple lists, do segmentingAuto-respond abilities from your formsA/B Split-testing
  • FREE TEMPLATESMAILCHIMP MAKES BUILDING AN EMAIL OR NEWSLETTER EASYUSE FREE TEMPLATES, OR DESIGN YOUR OWN
  • General FB tipsPictures are the most shared & liked itemsCheck-ins show you ‘at work’Be positive & lightAlways add your own 2 cents (if you didn’t even take time toread the content, why will your fans?)
  • Preferred appsFacebook app for smartphonesInstagramBufferSocialcamShortstackMailchimp
  • The big 4 questionsDoes social media make sense for real estate?How does it work?How much time will it take?What’s the ROI?
  • What you have to do and theway you have to do it isincredibly simple. Whether youare willing to do it, that isanother matter. - Peter Drucker
  • Thanks!
  • How to reach meginger@beehive.mefacebook.com/gingerzumaetatwitter.com/gingerzumaetalinkedin.com/in/gingerzumaetaFor general marketing & Latino engagement, go towww.beehive.me