Social Media For Real Estate Recruiting


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Presentation delivered in September 2011 at the Century 21 Leadership Conference in Nashville, TN by Social Media Strategist Jessica Thornton. Focusing on strengthening, maintaining, and leveraging relationships to recruit new agents to your brand.

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Social Media For Real Estate Recruiting

  1. 1. Social Media And Recruiting: Part I Jessica Thornton 1
  2. 2. WiFi ACCESS Century21pass: leadership 2
  3. 3. Recruiting• “It’s part of your survival, its like breathing”• “Its the most easily set aside task”• “Brokers are great when in front of a recruit, its the prospecting they do not want to do”• “Contacting someone once or twice a year is NOT recruiting”• “Its a system, not an event” 3
  4. 4. Recruiting- What Works• Proven Tactics: – Face to Face – Phone – Hand Written Letters• You need a Plan/Strategy/System – Start with a LIST • These tactics don’t recruit. YOU do. • These tactics influence YOUR relationships 4
  5. 5. Recruiting = Relationships• How Many Relationships can you maintain from your LIST using traditional Social Media tactics?• AT LEAST- how many • Increased # of conversations conversations can you • Increased exposure have? • Increased RELATIONSHIPS• Who in this room has 5 conversations with prospects EVERY day?• Why is this so hard? 5
  6. 6. Social Media for RELATIONSHIPS PUBLICS• Yes- you need to use new Existing System communication tools. Members• Start by breaking down your NEW (cold) LIST and grouping your Relationships PUBLICS Past/Undeveloped Relationships 6
  7. 7. Relationships 101• Communication• Consistency• Value• Trust 7
  8. 8. What Tools you need to START with in Social Media to build Relationship• Facebook PROFILE• Twitter account – remember you are trying to attract agents that are already using these tools- you WILL find them here...• YouTube Channel – for your brand/office – These are the bare bones- There are NO LONGER excuses for non-use! 8
  9. 9. Ambient Awareness• Understand Ambient Awareness – online contacts see you are alive, breathing, what you do and who you hang out with – they feel closer even if not engaging • this can be both good and bad things... – What will your next phone conversation be like after several online conversations? 9
  10. 10. Relationships with Existing Agents• “The main reason agents leave a company is because they do not feel appreciated.”• What is the point of recruiting if you can never RETAIN• Your system members = your greatest asset! – get to know them... – we know you actually like them as people... – BE THEIR FRIEND ON FACEBOOK... REALLY 10
  11. 11. Relationships with Existing Agents: Facebook Friend• Publicly engage with them – ask questions, answer questions – Talk more about NON Real Estate topics!• LIKE what they share and conversations• Use INFO to connect on common Social Objects – get to know more about your people! 11
  12. 12. Facebook LISTS• Quickly Scan specific publics and engage with them – Target your listening FIRST• SHARE with specific groups – This works best for your agents – share office news, reminders, etc and keep hidden from your other friends – Keep your culture tight and strong 12
  13. 13. Relationships with Existing Agents: Facebook Friend• Get introduced to their friends – group conversations – these are your prospects• The online social contract...• INCREASE your exposure in a positive way• PRAISE your peeps! 13
  14. 14. Relationships with Prospects• From your list- COLD – Google them. Find them• Add as a contact on LinkedIn – professional environment = transparency = trust – include a personal message• Find and Follow on Twitter – Create a list on Twitter – ENGAGE naturally, maybe not instant – Reply, Retweet 14
  15. 15. Past and Stagnant Relationships• Find Them and add to your networks – Google, Facebook, Twitter. Where do YOU feel comfortable putting this person?• Bringing your HIT list online – and creating another Facebook List? (or adding to prospect list) 15
  16. 16. Relationships with Prospects• If a warm contact/lead... – Add as a friend on Facebook – You are being YOU- building a relationship, NOT pitching• Check out Info tab and – Start a conversation, build a relationship• Scan the List! – “Have 5 prospect conversations before going to lunch” 16
  17. 17. Your Online List• LEVERAGE the built in functions of the networks PUBLICS • Strategically and Systemically • to ENGAGE: Listen and Message Existing System Members Facebook LISTS NEW (cold) Twitter LISTS Relationships Past/ Undeveloped Relationships 17
  18. 18. Relationships --> PRIVATE• Social Media conversations sets the tone for private communication – picking up the phone feels easier – use online convos as a REASON to reach out • this is being respectful! not a COLD call – Bridge the digital gap - say what you saw on Twitter, Facebook, etc.• Leverage online relationship as a JUMPING point for offline recruiting conversation. 18
  19. 19. RECRUIT in Private• Get face to face – Set 1 face to face appointment every day • use private avenues in social media (message, DM) • pick up the phone and call • send an email• With increased connections and LOTS of conversations, this is EASY and FUN 19
  20. 20. Value Proposition• Highlight company culture, lots of praise – This is your CONTENT – Use Photos and Videos – Expose YOURSELF in videos!• Cutting edge communication demonstrated – so long as your are natural and genuine – use the tools for relationships – use your traditional methods for the “sell!” 20
  21. 21. Part II: Recruiting Social Media Workshop• NEXT: – Join me at 3:15 to learn • HOW to create and use Facebook Lists for recruiting • HOW to create and use Twitter Lists for recruiting • HOW to FIND new prospects and reach out respectfully 21
  22. 22. YouReach MediaSocial Media Training for Real Estate Professionals • Online w/ interactive support • All BCs are Currently Enrolled and presenting to System Members as the VEHICLE for system-wide adoption • Multi Media and LIVE weekly WebinarsLaunching • October 20 (Thursdays at 8:15 am PST) • November 11 (Fridays at 10:30 am PST) • January 19 (Thursdays at 9:30 am PST)$99/month, 6 months total
  23. 23. CONTACT me!? @youreachmedia and Greet: TOMORROW 5:30 PM at the Falls!