Realtor Technology Risk Management

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This is the handout for a three hour Broker CE program in Virginia. Realtors benefit from marketing online, but this benefit comes with some risks. This program explores some risk reduction techniques, as well as great tools for brokers to engage their agents. More information is available at www.TheAgentTrainer.com

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Realtor Technology Risk Management

  1. 1. Leading in a 2.0 World Matthew Rathbun, Licensed Broker ABR, ABRM, ASR, AHWD, CSP, CNE, e-PRO, QSC, GREEN, GRI, SRES Eco-Broker Director of Professional Development This  work  is  in  the  Public  Domain.  To  view  a  copy  of  the  public  domain  cer;fica;on,  visit  h>p:// crea;vecommons.org/licenses/publicdomain/  or  send  a  le>er  to  Crea;ve  Commons,  
  2. 2. YouTube Moment Think Differently 2
  3. 3. THE  WHY  OF  TECHNOLOGY 1% 38% 1% 2% 5% Internet (38%) 6% Realtor (33%) Yard Sign (14%) Home Builder (6%) Friend/Relative (5%) 14% Knew Seller (2%) Flyer/House Book (1%) 33% Print Media (.87%) Source: 2008 NAR Profile of Buyer and Sellers
  4. 4. Hacker Ethics Hackers: Heroes of the Computer Revolution Steven Levy - 1984 Access to computers—and anything which might teach you something about the way the world works—should be unlimited and total. Always yield to the Hands-on Imperative! All information should be free. Mistrust authority—promote decentralization. Hackers should be judged by their hacking, not bogus criteria such as degrees, age, race or position. You can create art and beauty on a computer. Computers can change your life for the better.
  5. 5. “Failing  to  make  a  decision  to  change  is   SWANEPOEL  REPORTS simply  not  an  opBon  –  the  market  will   make  one  for  you.” (2008  Swanepoel  Report) “GeneraBon  X  and  Y  are  growing  up  with  a  poor   percepBon  of  the  real  estate  industry.” “They  believe  they  can  and  should  fix  it.” (2008  Swanepoel  Report)
  6. 6. THE  WHAT  AND  WHY  OF  REAL  ESTATE  2.0
  7. 7. Facebook  Demographics • 170%  Growth  in  35-­‐45  year  olds  in  past  year • Average  age  of  a  user  is  32 • Majority  are  College  Graduates • Largest  increase  of  users  are  those  over  55  in  the   past  year • 500+  million  ac;ve  users • Average  users  have  130  friends • 50%  Users  Update  Daily • Over  700  Billion  minutes  spent  on  Facebook  daily – Source:  h>p://www.facebook.com/press/info.php?sta;s;cs
  8. 8. What  is  Social  Media? Social  media  is   with  other   people  on  the   people  talking internet!
  9. 9. YouTube Moment SocialNomics 10
  10. 10. 11
  11. 11. Consumers are online talking...
  12. 12. They are talking about... 13
  13. 13. anything.
  14. 14. everything.
  15. 15. yes, even your company.
  16. 16. MarkeBng  is  a  ConversaBon
  17. 17. 18
  18. 18. • Click  to  edit  Master  text   styles 19
  19. 19. YouTube Moment United, United 20
  20. 20. 21
  21. 21. WWW.GOOGLE.COM/ALERTS
  22. 22. Engage Educate Edify 15:1  Engage  to  Pitch  Ra;o 23
  23. 23. THE  WHAT  AND  WHY  OF  REAL  ESTATE  2.0 • “87%  of  Brokers  feel  that  servicing  smarter  and   more  informed  consumers  as  their  largest   concern.” • Swanepoel
  24. 24. VIRGINIA  -­‐  DEFINING  TECHNOLOGY 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) Licensed
  25. 25. VIRGINIA  -­‐  DEFINING  TECHNOLOGY Virginia Code 18VAC135-20-190 All Advertising must be under the direct supervision of the principal broker or supervising broker... The firm’s licensed name must be clearly and legibly displayed on all advertising. Online Advertising (Section C of the Code) 1. All Online Adverting applies to this Code 2. E-mail message are included in regs 3. Instant Message are included 4. Chat and Internet based Dialogue 5. The “web” 6. Voice Over Net 7. Banner Ads
  26. 26. VIRGINIA  -­‐  DEFINING  TECHNOLOGY Virginia Code 18VAC135-20-190 All On-line Listings must be kept current and consistent as follows: Ads must be consistent with Property Descriptions and ACTUAL Status Reasonable effort must be made in a written, timely manner for third parties to update listing information. All listing information shall indicate in a readily visible manner the date that the listing information shown was last updated.
  27. 27. VIRGINIA  -­‐  DEFINING  TECHNOLOGY Virginia Code 18VAC135-20-190 ✴Section D – Prohibited Activities ✴ Implying that the property listed is for sale by the owner or unlicensed person ✴ Failing to include a notice in all advertising that the owner is a real estate licensee has interest in a particular property ( as in financial or owner interest ) ✴ Fail to include firm’s licensed name on any sign displayed outside any place of business ✴ Failure to get written consent of the seller prior to advertising any specific identifiable property ✴ Property not listed by the party making the advertisement
  28. 28. CODE  OF  ETHICS  APPLICATION ➡ Standard  of  Prac;ce  1-­‐2:  Applies  Code  ar;cles  to  the  internet ➡ Standard  of  Prac;ce  1-­‐9:  Confiden;ality ➡ Ar;cle  10:  Fair  Housing ➡ Ar;cle  12:  Honesty  in  Marke;ng  (Similar  to  VAC) ➡ Ar;cle  13:  Prohibi;on  from  giving  Legal  Advice ➡ Ar;cle  15:  Reckless  Statements  about  other  REALTORS®
  29. 29. GENERAL  LEGAL  CONSIDERATIONS:  BLOGS ‣ Defama;on ‣ Unlicensed  Prac;ce  of  Law ‣ Breach  of  Confiden;ality  of  Clients ‣ Copyright  Viola;ons ‣ Untrue  Statements ‣ Trademark  Considera;ons ‣ Necessity  for  Required  Disclosures
  30. 30. YouTube Moment RSS in Plain English 31
  31. 31. 32
  32. 32. 33
  33. 33. 34
  34. 34. 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  reporBng,  teaching,  or  scholarly  research); Remove  infringing  content  immediately; Have  a  well-­‐cra^ed  Terms  of  Use Instruct  agents  and  those  posBng  to  use  cauBon  when  posBng; Realize  that  blogs  can  be  viewed  as  an  adverBsement  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  acBve  role  in  the   publishing  the  contents.
  35. 35. Add  Agents  to  Personal  RSS  Feeder Have  wricen  policy Outline  what  they  are  permiced  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  markeBng  venue  that  they  use.
  36. 36. POPULAR  HIGH  RISK  PRACTICES False  Statements  about  CompeBtors  and  /or   their  pracBces AnB-­‐Trust  ViolaBons Picture  ManipulaBon  or  “Enhancements” ArBcle  2  Vendecas
  37. 37. CREATE  POLICIES ‣ Appoint  a  Tech  Savvy  Broker,  as  the  New  Media   Manager. ‣ Have  wricen  policies  to  govern  who  can  write  blogs   etc…     ‣ What  they  are  permiced  to  write: ‣ Only  factual  informaBon ‣ Must  have  disclosures ‣ Must  report  any  complaints  made  on  their  posts ‣ The  may  not  edit  comments  except  for….
  38. 38. Be Safe Out There! Part II 39
  39. 39. Electronic  Signatures UETA = Uniform Electronic Signature Act (1999)
  40. 40. 41
  41. 41. 42
  42. 42. HiJacked Listings! 43
  43. 43. 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) 44
  44. 44. Now... To Build a Community Part III 45
  45. 45. 46
  46. 46. 47
  47. 47. If  you  can‘t  be  found  online...   You  don’t  exist 48
  48. 48. Google.com/addurl 49
  49. 49. I say Innovation - Does my broker? 50
  50. 50. 51
  51. 51. 52
  52. 52. 53
  53. 53. Blogging:  Recruitment  and  Reten;ons Mul;-­‐Author  Approach Wri;ng  for  Agents  and  Consumers Forum  based  tool  for  agents RSS  is  your  Friend Blogging Pace Budgets 54
  54. 54. 5  Must-­‐Use  Tools  for  Brokers Company / Association Blogs 55
  55. 55. FACEBOOK  FANPAGES
  56. 56. 57
  57. 57. 58
  58. 58. 59
  59. 59. 60
  60. 60. 61
  61. 61. 62
  62. 62. QR Codes
  63. 63. www.TheAgentTrainer.com matthew@realtor.com Facebook.com/mattrathbun Twitter.com/mattrathbun

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