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Realtor Online Risk Reduction - 2012 Edition
 

Realtor Online Risk Reduction - 2012 Edition

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Brokers have a unique opportunity to engage the consumer on a level that has not been possible before, but this online engagement with it’s broad audience, presents unique exposer to liability as ...

Brokers have a unique opportunity to engage the consumer on a level that has not been possible before, but this online engagement with it’s broad audience, presents unique exposer to liability as well. This course takes Brokers and agents through an overview of today’s tools and how to safely use them to engage and gain a personal connection with potential consumers. We’ll review policies and practices that will help Managers reduce their risk while remaining innovative.

Visit www.TheAgentTrainer.com for more

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    Realtor Online Risk Reduction - 2012 Edition Realtor Online Risk Reduction - 2012 Edition Presentation Transcript

    • Engaging a 2.0 World Matthew Rathbun, Broker ABR, ABRM, AHWD, CDPE, CSP, e-PRO, GREEN, GRI, SFR, SRS, SRES EarthCraft and Eco-Broker CertifiedWednesday, September 26, 12
    • TheAgentTrainer.com/williamsburgFour Pillars 2010-2012©Wednesday, September 26, 12
    • Don’t Be A Squirrel!Wednesday, September 26, 12
    • The Culture Act IWednesday, September 26, 12
    • ...But it’s a People Business Than we’d better begin engaging them where they are and not where they used to be.Wednesday, September 26, 12
    • YouTube Moment Think DifferentWednesday, September 26, 12
    • 7Wednesday, September 26, 12
    • NAR Profile of Buyer and SellersWednesday, September 26, 12
    • Tools Buyers Used to Find Homes 90 88 87 67.5 55 45 45 30 22.5 19 16 Source 4 4 0 4 Internet - 88% REALTOR® - 87% Yard Sign -55% Open House - 45% Print/Newspaper - 45% Home Magazine - 19% Home Builder - 16% Relo Company - 4% Television - 4% Billboard - 4% Source NAR Profile of Buyers and Sellers 2011 64Wednesday, September 26, 12
    • HOW THE BUYER ACTUALLY FOUND THEIR HOME 1% 38% 1% 2% 5% 6% Internet (38%) 14% Realtor (33%) Yard Sign (14%) Home Builder (6%) 33% Friend/Relative (5%) Knew Seller (2%) Flyer/House Book (1%) Print Media (.87%) Source: 2011 NAR Profile of Buyer and SellersWednesday, September 26, 12
    • Online Consumer Response Expectations Over 1 Business Day - 0% Within 1 Day - 2% Within 2 Days - 3% 30 Within 4 Hours - 15% 23 Within 1 Business Day - 16% 15 8 Same Day - 19% 0 Within 30 Minutes - 20% Instantly - 25%Wednesday, September 26, 12
    • WHAT DID THEY FIND IMPORTANT? 100 75 50 25 0 Agent Info (3%) Company Info (5%) Area Information (21%) IDX/MLS (96%)Wednesday, September 26, 12
    • HOW ABOUT THE FOLLOW THRU? • 45% of Leads will turn into a sale for someone • Only 10% will become a sale in 90 Days • 22-25% will convert to a sale in 180 days • The average on-line buyer needs to be incubated for six months to a year. • The older the Lead the less competition.Wednesday, September 26, 12
    • Marketing is a conversationWednesday, September 26, 12
    • Social Statistics & PsychometricsWednesday, September 26, 12
    • Financial ProfilesWednesday, September 26, 12
    • A Few Simple Rules Act IIWednesday, September 26, 12
    • YouTube Moment United, United 18Wednesday, September 26, 12
    • 19Wednesday, September 26, 12
    • Where is Dave Carroll Now? $3,500 guitar suffered $1,500 in damages because of the ground crew’s mishandling According to the Times of London, "...within four days of the song going online, the gathering thunderclouds of bad PR caused United Airlines stock price to suffer a mid-flight stall, and it plunged by 10%, costing shareholders $180 million. Which, incidentally, would have bought Carroll more than 51,000 replacement guitars." Launches www.Gripevine.com in February 2012Wednesday, September 26, 12
    • John  Smith,  REALTOR® ME! 21Wednesday, September 26, 12
    • 22Wednesday, September 26, 12
    • • Click  to  edit  Master  text   styles 23Wednesday, September 26, 12
    • www.Google.com/AlertsWednesday, September 26, 12
    • HiJacked Listings! 25Wednesday, September 26, 12
    • Home Security 26Wednesday, September 26, 12
    • www.recordertheapp.com 27Wednesday, September 26, 12
    • • Must have legitimate return e-mail address• Clear and Conspicuous notice of the recipients opportunity to “opt-out”• Clear and Conspicuous notice of Solicitation• E-mail is to be used for: • Responses to Inquires • Contact Clients and firms involved in a transaction • Remain in contact with former client • Promote Property ListingsWednesday, September 26, 12
    • VIRGINIA DEFINING ADVERTISING Virginia Code 18VAC135-20-190 “Advertising” means all forms of representation, promotion and solicitation disseminated in any manner and by any means of communication to consumers for any purpose related to licensed real estate activity. Disclosures Required: 1. Firm’s name, city and state of office 2. Licensee’s Name 3. License Status 4. Jurisdiction(s) LicensedWednesday, September 26, 12
    • • Agents name and licensed status must be disclosed on all solicitations or business related pages and e-mails. • Brokerage Name and address must appear on all webpages in the first viewable section. • Both must disclose all the 18VAC locations in which they hold a license. • Actual status of listings must be showWednesday, September 26, 12
    • CODE OF ETHICS APPLICATION ➡Standard  of  Prac5ce  1-­‐2:  Applies  Code  ar5cles  to  the  internet ➡Standard  of  Prac5ce  1-­‐9:  Confiden5ality ➡Ar5cle  10:  Fair  Housing ➡Ar5cle  12:  Honesty  in  Marke5ng  (Similar  to  VAC) ➡Ar5cle  13:  Prohibi5on  from  giving  Legal  Advice ➡Ar5cle  15:  Reckless  Statements  about  other  REALTORS®Wednesday, September 26, 12
    • GENERAL LEGAL CONSIDERATIONS: BLOGS ‣ Defama5on ‣ Unlicensed  Prac5ce  of  Law ‣ Breach  of  Confiden5ality  of  Clients ‣ Copyright  Viola5ons ‣ Untrue  Statements ‣ Trademark  Considera5ons ‣ Necessity  for  Required  DisclosuresWednesday, September 26, 12
    • Policy Recommendations ➡ Further  steps  you  can  take  to  reduce  your  liability: ➡Post  only  material  you  own,  you  have  permission  to  use,  or  that   is  with  the  scope  of  fair  use  (generally  includes  review,  news   repor5ng,  teaching,  or  scholarly  research); ➡Remove  infringing  content  immediately; ➡Have  a  well-­‐craZed  Terms  of  Use ➡Instruct  agents  and  those  pos5ng  to  use  cau5on  when  pos5ng; ➡Realize  that  blogs  can  be  viewed  as  an  adver5sement  and   follow  all  applicable  rules;  and ➡Don’t  select  and  edit  messages  –  it  could  subject  you  to  greater   liability  because  you  are  taking  a  more  ac5ve  role  in  the   publishing  the  contents.Wednesday, September 26, 12
    • Broker Policy Recommendations ➡Add  Agents  to  Personal  RSS  Feeder ➡Have  wriaen  policy ➡Outline  what  they  are  permiaed  to  write  about ➡Outline  what  types  of  sources  they  can  use  for  clients ➡Outline  number  of  Blogs  they  can  have  that  are  RE  related ➡Require  training  to  post ➡Have  requirement  for  Licensee  to  advise  you  of  every  new   marke5ng  venue  that  they  use.Wednesday, September 26, 12
    • BROKER POLICY RECOMMENDATION ‣ Appoint  a  Tech  Savvy  Broker,  as  the  New  Media   Manager.    Someone  needs  to  manage  your  online   reputaFon. ‣ Have  wriHen  policies  to  govern  who  can  write  blogs  etc…     ‣ What  they  are  permiHed  to  write: ‣ Only  factual  informaFon ‣ Must  have  disclosures ‣ Must  report  any  complaints  made  on  their  posts ‣ The  may  not  edit  comments  except  for….Wednesday, September 26, 12
    • Anti-Trust Discussions • Commission  Discussions • An5-­‐Compe55ve  Agreements • “Raising  the  Bar”  Conversa5ons 36Wednesday, September 26, 12
    • Agent Identity Watch ➡Centralized Showing and Lockbox ➡Agent Impersonations Online ➡Access of Client Databases ➡Shared Lockbox Access ➡Shared MLS Entry ➡Computer Threats ➡(By and Against Agents) 37Wednesday, September 26, 12
    • Social SentryWednesday, September 26, 12
    • Trulia VoicesWednesday, September 26, 12
    • Think, then Write...Wednesday, September 26, 12
    • The Future Act IIIWednesday, September 26, 12
    • Dan Smith Jack White Tony Jones Fran Brown Tonya LohrWednesday, September 26, 12
    • The Have’s versus The Have-Not’sWednesday, September 26, 12
    • Microsoft’s Vision of the FutureWednesday, September 26, 12
    • I Want My Jet-Pack!Wednesday, September 26, 12
    • The Future ofBuyerEngagementWednesday, September 26, 12
    • Online OffersWednesday, September 26, 12
    • Augmented Reality Realty Augmented Listing Data Augmented Home ShowingsWednesday, September 26, 12
    • Dan Smith Jack White Tony Jones Fran Brown Tonya LohrWednesday, September 26, 12
    • Green’ing The ProcessWednesday, September 26, 12
    • A Few Tools Act IVWednesday, September 26, 12
    • Wednesday, September 26, 12
    • Write It Right - www.Join.meWednesday, September 26, 12
    • Wednesday, September 26, 12
    • Tech-FatigueWednesday, September 26, 12
    • www.TheAgentTrainer.com matthew@realtor.com Facebook.com/mattrathbun @mattrathbun CE - PLE - YouTube.com/MattRathbun1Wednesday, September 26, 12