Profitable Prospecting with Social Media

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What does real estate marketing look like in today’s world? Marketing for clients and lead generation have changed dramatically in the past decade, and we’ve entered a new frontier. Reaching clients and potential customers used to be a costly venture – with long printing wait-times and pricey postage. Today, online marketing options offer us a free way to keep in touch with our current spheres and reach potential new clients, but the rules are different. This new school of marketing, with its multitude of social media platforms and opportunities, requires a new kind of marketing savvy and can be overwhelming to navigate. This course teaches you how to combine tools like Facebook, Twitter, and YouTube (and more!) along with email marketing and blogging, with the tried-and-true marketing techniques you already know. The class will teach you to:

- Develop an online brand that expresses who you are and helps you maintain a consistent online presence.
- Create a social media strategy that works for you and incorporates the platforms with which you are most comfortable.
- Combine “old school” techniques, like direct mail and print advertising, with new school opportunities, like your Facebook business page and blogging, to create a more cost-effective and optimized approach to marketing.

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  • In order to keep the “social” in social media but still be able to keep in touch with your clients and sphere and garner new prospects, it’s important to keep this in mind: “Always have something to sell, but don’t always be selling.”
  • Because of the personal nature of of our business – many of us find that clients become more like friends throughout the process -
  • People who have already liked it – most likely your friends and clients who are also your Facebook friends. How do you maximize your time on Facebook, using it the way you already do?
  • My Facebook profile link comes up on page 1 of a Google search of my name.
  • The trend today is that potential clients like to stay anonymous before speaking with us, meeting with us, giving away any personal information. If you give them the opportunity to feel like they’re getting to know YOU – not just the “you” on your website” but the real you – you will gain trust and credibility, they will feel like they know you, and you will lend authenticity to your online interactions.
  • Encouraging prospects to view your “public” profile = less threatening and salesy than asking them to like your Business Page.
  • Be seen as the Local Expert – I think it’s fairly safe to say that real estate is a very local business. We are no longer selling houses – we are selling a lifestyle. Our buyers want to know about more than just the house they are moving in to, about more than just about the subdivision and schools. They want to know about the local shopping and dining, about parks and playgrounds; they want to feel out the local scene, to see if it is a good fit for them. Blogging about your local world can show that you are a local expert and can help them find more than just a house; you can help them find a place to really live.
  • SEO -
  • You Have Something To Say – you have knowledge to impart to future clients based on your day-to-day experiences. You answer the same questions and tell the same stories day in and day out – why not let that experience work for you? Gain you potential clients and increased web traffic?
  • The obvious: local market statistics. The public wants them, so you can give them what they want. Whether you gather them from your local MLS or you subscribe to a service, such as Altos Research, you can not only provide the data but you can (and should) comment on it, help to demystify it, decipher and interpret it for the public so they can understand the numbers.
  • Local dining – if you dine out in your market area, then you can let your readers know about where you love to eat and why. Websites like Foodspotting and Yelp have turned diners on to the idea that eating out is a social event – as if there was any doubt. When we break bread, it is often social. Why not turn your culinary adventures into blog posts that allow you to not only share your love of locally owned restaurants, but also to help promote those places, too – they are small business owners just like you!
  • Local events – what does your area have to offer?
  • DIY transformations
  • Running short on time? A quick photo of a local spot is a great conversation starter! People love photos and videos – they may spend more time on these posts than anywhere else on your site – and it will keep them on your site longer.
  • Who Are You? Help your readers get to know you! Today’s consumer wants to get to know you and trust you before they will decide to do business with you. Putting some of your own personality into your blog will help your potential clients do just that. That doesn’t mean talking about what a great REALTOR you are – it means giving a little bit of personal insight into who you are – your likes, your dislikes, what you like to do in your town, where you enjoy going. And this shouldn’t necessarily be a huge number of your blog posts – it can just be in the tone of your posts, the personal tidbits you include (for example, when writing about local dining or events). But the more the consumer feels she’s getting to know you, the more likely they are to connect with you and keep coming back.
  • Post a link to your blog post on your Facebook page – write a short teaser line to let people know a little more about what your post is about and to encourage them to click through to read more.
  • Post a link to your blog post to Twitter with a teaser line – be sure to tag local businesses (as appropriate) with their Twitter handle. The easiest way to find their twitter handle is via Google (for example, Google “atlanta ballet on Twitter”) or on the company’s website. Also be sure to use the event’s hashtag (like #ManInBlack) or a hashtag for your city (i.e., #Atlanta) if you have room in the post so that your tweets will show up in those tweet streams.
  • Using video? Take advantage of the fact that YouTube is the second most powerful search engine on the Internet. When I make a video to accompany a blog post, I always post a link to the post on YouTube. If someone finds your video and wants to read more or find out more about you/the video subject, it’s an easy one-click away.
  • Have an active LinkedIn profile? Use the “Share an Update” function (much like a Facebook status update) to post a link to relevant and appropriate posts. Keep in mind, these should be more of a professional nature, to fit the tone of LinkedIn.
  • Are you a photographer or just love taking photos? Use your Flickr account to store your photos and also as a way for other photo buffs to find them…and your blog posts.
  • Profitable Prospecting with Social Media

    1. 1. Profitable Prospecting with Social Media Maura Neill ABR, CRS, CDPE, REALTOR®
    2. 2. WirelessNetwork: MAAR-Members SouthPassword: maar2008
    3. 3. On Twitter?Tweet live during this class! @MauraNeill
    4. 4. Word of Mouth Marketingis the most powerful form of marketing there is.
    5. 5. Technologymagnifies it
    6. 6. Business has shifted. How do you market in the virtual world?
    7. 7. You spend less time converting prospects to clients when you already have people who: • Know you • Like you • Trust you
    8. 8. “I Have No Time For…”• Social media• Blogging• Photos• Videos• Email marketing• Anything more than I already do!
    9. 9. Rule of Thirds from Chris Brogan New Executing on Servicing Prospecting Prospecting Your AccountsPhoto credit: “3 fire buckets” by Hadleywal on Flickr.com
    10. 10. “I Have No Time For…”• Social media• Blogging• Photos• Videos• Email marketing• Anything more than I already do!
    11. 11. Are You the Same Online and Offline?
    12. 12. “Always have something to sell, but don‟t always be selling.” ~ Chris Brogan
    13. 13. Facebook Business Pages
    14. 14. Who Sees YourFacebook Business Page?
    15. 15. Branded Facebook Business Page
    16. 16. Where Is Your Facebook Presence Now?• Your personal profile – what does it look like?• Your Facebook Business Page: – Do you have one? – Do you use it effectively? – Do you need one?• Where do you spend the most time and get the most response?
    17. 17. What To Post On Your Business Page• Links, links, links – to your videos, blog posts, buyer/seller tips – drive the traffic to your site• Photos – local, your listings, funny things you see while showing homes, caption this• Videos – keep them short and informative• Local information• Open houses and listings okay here
    18. 18. What to Post• Basic systems in place to keep fans engaged. – Fill in the blank Friday – Photo Friday – Update on stats – Pick your palace A and B – Questions – Quotes – Weekend Update
    19. 19. Encourage Call to Action
    20. 20. Ask Questions
    21. 21. Ask Questions
    22. 22. Ask Questions
    23. 23. Fill in the Blank
    24. 24. Don‟t ForgetYour Raving Fans
    25. 25. Use Action Words toEncourage Engagement
    26. 26. Community – FB Group
    27. 27. Facebook: Your Blog‟s Best Friend Add the “Like” button to your website to link your Facebook Business Page to your site: http://goo.gl/aZbXf Integrate your page with your website: links to blog posts, website pages, etc.
    28. 28. Drive Traffic• Drive traffic from your Facebook Page to your website blog with links to posts and information• Drive traffic from your website/blog to Facebook with the “Like” button• Avoid sending them away from you as much as possible – use the 80/20 Rule
    29. 29. Link Tips• Give a teaser, a quote from the post/article – something to encourage the reader to click• Don‟t just post the link & expect it to get traffic/traction
    30. 30. Optimize Your Facebook Profile for Public Viewing
    31. 31. Potential Clients Will Find You On Facebook• Give them something to see• Let them get to know the “public” you• Create trust, authenticity, and credibility• Keep it to the 80/20 rule – put some personal info out there (but still, only things you feel comfortable sharing publicly)
    32. 32. What Does Your Profile Photo Say About You?• Does it look like you? (in other words, is it current?)• Is it professional? Or at the least, not UNprofessional?• Is it friendly? accessible? relatable?• Does it appeal to your target audience?• Is it a photo that you‟re okay with having seen publicly?
    33. 33. How Personal is Your Profile? • Not everything you post needs to be private; what can potential clients learn from your public Facebook posts?Image courtesy of jannoon028 at FreeDigitalPhotos.net
    34. 34. You Can Go Public Without Giving Up Your PrivacyUse the options Facebook gives you tocreate a Public Profile within your personalprofile
    35. 35. You Can Go Public Without Giving Up Your Privacy• You can also go back and edit past posts to optimize your profile – try going back 1 month or so.
    36. 36. How I Go PublicPublic Kept Private (Friends Only)• Recipes • Photos of family,• Photos of food, vacations, personal Atlanta places, occasions, etc. things to do • Check-ins (most)• Funny (but appropriate) • Anything else I would• Links to my blog not be comfortable posts with a stranger• Things that brand knowing me, i.e., bacon 
    37. 37. Social ObjectsWhat do people think ofwhen they think of you?
    38. 38. Harvesting Facebook for Hidden Gems
    39. 39. Information at Your Fingertips
    40. 40. Letting Facebook Do the Work For YouMake a Facebook list that includes all ofyour past & current clients; then peruse for:• Find birthdays and anniversaries• Learn hobbies, interests, books, movies, music• Use what you see on Facebook + what you already know about them• Share articles, books, points of interest• Result: excuses/reasons to get in touch From Raziel Ungar ~ Burlingame, CA
    41. 41. Birthdays, Anniversaries… And So Much More
    42. 42. Harvesting Facebook for Client InformationFacebook gathers usefulinfo for you!Timeline-style page(above); old page style(right)
    43. 43. Prospect Searches
    44. 44. New Prospects? Check „Em Out!• Search by name and/or email address• View as much of your prospect‟s profile as they have made public• Send a message via Facebook
    45. 45. When a New Prospect Comes In• Search for and view profile• Learn what you can about• Send a message via Facebook introducing yourself – If you usually email a prospect (i.e., an Internet lead), why not also send a brief message on Facebook?• Encourage them to view your profile (not necessarily friend you) – they‟ll see your public posts!
    46. 46. Facebook Graph Search Waitlist for Graph Search:http://facebook.com/about/graphsearch
    47. 47. Finding Your Facebook Niche
    48. 48. Don‟t Want a Business Page? Find Your Facebook Niche
    49. 49. Finding Your Facebook NicheBobbi Howe‟s Saturday Morning Runners
    50. 50. Where Do You Fit In On Facebook? • If you enjoy it, you‟ll stick with it. • Is there a void to be filled? • Create a group around: – a hobby – an interest – a cause – a charityImage courtesy of Danilo Rizzuti at FreeDigitalPhotos.net
    51. 51. Blogging
    52. 52. Benefits of BloggingPhoto credit: “Buy Fresh, Buy Local (lomo)” by stevegarfield on Flickr.com
    53. 53. Benefits of Blogging
    54. 54. Benefits of BloggingPhoto credit: “Bullhorn” by carolbrowne on Flickr.com
    55. 55. What Should I Blog?
    56. 56. Local Market StatsPhoto credit: “Central Scottdale *sic+ Real Estate Market” by athomeinscottsdale on Flickr.com
    57. 57. Local Dining
    58. 58. Local News
    59. 59. Local Events & Things To Do
    60. 60. Buyer and Seller Tips
    61. 61. DIY Home Tips
    62. 62. Photos and Videos
    63. 63. YOU!Photo credit: “Who Are You?” by adewale_oshineye on Flickr.com
    64. 64. Getting the Word Out:Using Your Social Media Channels to Drive Web Traffic
    65. 65. Pushing Out Your Blog Content – via Facebook
    66. 66. Facebook: Your Blog‟s Best Friend Add the “Like” button to your website to link your Facebook Business Page to your site: http://goo.gl/aZbXf Integrate your page with your website: links to blog posts, website pages, etc.
    67. 67. Pushing Out Your Blog Content – via Twitter
    68. 68. Pushing Out Your Blog Content – via YouTube
    69. 69. Pushing Out Your Blog Content – via LinkedIn
    70. 70. Pushing Out Your Blog Content – via Flickr
    71. 71. Getting Face-to-Face
    72. 72. Google and YouTubeNovember 2006 – Googlebuys YouTube October 2008 – YouTube reported as #2 search engine, surpassing Yahoo!
    73. 73. Where Should Your Videos Be?
    74. 74. Video: Face-to-Face Redefined • How are you already using video? • Where can you use video? • How can you make it personal?Image courtesy of Ambro at FreeDigitalPhotos.net
    75. 75. Consumers and Video• Increase length of time they‟re on your site• Increase your likelihood of being found• Build trust and credibility• Help potential clients feel like they know you
    76. 76. Video AppsiMovie SocialCam Videolicious Tout Animoto
    77. 77. Video Tools Gorilla Tripod joby.com/gorillapod iStabilizer – to attachyour smartphone to atripod, monopod, etc. iStabilizer Monopod www.iStabilizer.com www.iStabilizer.com
    78. 78. Photo ToolsOlloclip.com
    79. 79. Video TipPeople love videos on YouTube, on blogs, onFacebook – here‟s a quick tip:• Upload your videos to YouTube• Embed your videos into blog posts on your website• Post the link to that post (with a teaser, a line or two to make people want to click through) to your profile or business page• Send your friends/readers/fans to the link on your blog/website instead of to YouTube
    80. 80. Video on the Go• Video previews – FaceTime / MiFi• Video during showings• Video for listings – beyond the virtual tour• Neighborhood videos• Closing video• Photo slideshow – scared of video?
    81. 81. The Birthday Video
    82. 82. The Personal Contract-to-Closing Facebook Group• Secret Facebook group for you and your client• Post video messages and reminders every step of the way• Better than a phone call because they can replay• Great with more than one person in the transaction – they each get the same message
    83. 83. The Personal Contract-to-Closing Facebook Group
    84. 84. Avoiding the Facebook Faux Pas
    85. 85. Your Facebook Profile is Not Meant To Be For BusinessBut don‟t take my word for it…ask Zuck:“You will not post unauthorized commericalcommunication (such as spam) on Facebook…You will not use your personal timeline for your owncommercial gain.”Facebook Terms of Use: www.facebook.com/policiesFacebook Pages Terms:www.facebook.com/pages_guidelines.php
    86. 86. How To Talk Business On Your Facebook Profile Think 80/20 Social is the name of the game When in doubt, leave business outOkay: Not Okay• Links to your blog posts • Posting your listings &• Check-ins at your office open houses or at a closing • “Are you thinking of• Congratulating a client – buying a home…” posts if they‟re okay with it • Anything that even slightly resembles spam
    87. 87. Using Online To Get Offline
    88. 88. Where Do You Spend Your Time?
    89. 89. Tweet-UpsWhat is a tweet-up?• A way for you to promote your business and another local business = WIN/WIN
    90. 90. Tweet-Ups• Traditionally advertised via twitter and guest list is random(i.e., whoever sees it!)• New twist = invite select groups of your clients/local sphere• Have a hook to get people there• Inviting the social media-savvy will make the host happy
    91. 91. Tweet-Ups• Partner with a local business for location and to share cost• Be picky about your invite list – don‟t have to invite entire client list• Be brave – put the word out on your FB biz page/Twitter and attract potential clients/contacts
    92. 92. MeetUp.com
    93. 93. MeetUp.comFrom Brian Copeland ~ Nashville, TN• Join MeetUp.com• Search for MeetUps that interest you OR search for a void in those areas• Join a MeetUp or start a new one• Based on geography and interest
    94. 94. MeetUp.com Brian‟s group!
    95. 95. MeetUp.com As an aside… There‟s a void to be filled in Honolulu!
    96. 96. Flash Client PartiesFrom Chris Rix ~ Hot Springs, AR• Text, email, Facebook a select group (100-ish) 1-2 days before event• Guest list-exclusive• Those people generate buzz & others ask to be on the list• Always plan for more, but if they‟re asking to get in, they‟re prospects
    97. 97. Google+
    98. 98. Are You on G+ Yet?• The new kid – who‟s using?• Google owns #1 and #2 search engine – Google + YouTube• Public posts are indexed (unlike on Facebook)  SEO Gold!• Hangouts!
    99. 99. Google+ Public Posts Make your posts public
    100. 100. Pulling It All Together: Hootsuite
    101. 101. Hootsuite• Manage Facebook, Twitter, G+, Foursquare, LinkedIn, Wordpress, MySpace – all from one dashboard• Schedule tweets & updates• Save time
    102. 102. Hootsuite
    103. 103. Bonus: SEO Tip
    104. 104. Super-Secret Photo-Naming Trick via Ira Serkes, Berkeley, CAName your photo with the address of the property, neighborhood name, etc.: 4215-river-shoals-court-duluth-ga-30097-river- mill-homes-for-sale-maura-neill-realtor
    105. 105. Ira‟s Site:www.berkeleyhomes.com
    106. 106. Ira‟s Site:www.berkeleyhomes.com
    107. 107. Find This Presentation Online www.mauraneill.com/C-LMemphis
    108. 108. Connect: about.me/MauraNeill

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