Leveraging Your Leads with Social Media


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Lead generation is a necessity when it comes to growing and keeping business. With the emergence of social media, marketers are discovering new ways to grow leads.

Join Ansley Sudderth, Social Media Training and Communications Coordinator with Join Ansley Sudderth, Social Media Training and Communications Coordinator with Homes.com® and ForRent.com® as she uncovers lead generation trends taking place in the social space.

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  • Good afternoon everyone, I’m AnsleySudderth, Social media training and communications coordinator with Homes.com and For Rent Media Solutions. Thanks for joining me today. Welcome to today’s FRMSChat. We are going to be talking about generating leads using tools like Facebook, Pinterest, Instagram and Twitter. This is a relatively new approach to garnering new business so we need to generate a lot of conversation.
  • And what better way to do that than with a twitter chat! We are using the hashtag #RESocialChat on twitter so if you have any feedback, questions or maybe some insight, this is your forum to do so. Use the hashtag and one person using our hashtag will receive a $20 gift card! And we’ll announce the winner at the end of the webinar so sit back and relax!
  • We all know that lead gen matters but let’s dig into why it’s so important. Social media can be an incredibly effective tool to drive serious interest to your door so we’ll cover how social media increases the impact of lead generation and I’ll show you examples how both the real estate and multifamily industries are using social media to create a buzz. We’ll talk about lead generation best practices and we’ll end with some tips and links to the examples I’m sharing today. I can see you questions come in in real time so I’m happy to answer them both during and at the end of the webinar!
  • So let’s talk about why lead generation is so important…
  • If you look at lead generation like a funnel, a prospect may come to your website or they may physically stop by your community or the house you’re helping a seller sell. From there, you probably have them fill out some type of form and if a level of communication is established from that point, it shows that the prospect is still interested in what you have to offer. This presents an opportunity where that person could very well become a renter or buyer.
  • Lead generation is a hot topic in this industry but that doesn’t necessarily mean it’s complex. If you segment the funnel, the first half of your job is to get found. That could mean that you need to cast a wider net with the content you put out there. That means your information is accurate on your website. It means that you’re utilizing social media and using hahstags and key SEO terms in your verbiage to attract the right renter, buyer or seller.It’s not about capturing every lead, it’s about focusing on the quality and serious inquiries so you and your team can dedicate the time to that prospect in order to close the deal. Analysis should always be a part of lead generation because this will reveal if you’re attraction the right kind of renter or buyer and therefore increase your return on time and financial investments your made.
  • The social space is becoming increasingly popular to agents and property managers alike because you can make a significant impact with a smaller bandwidth.
  • By casting a wider net in the social sphere, you can reach more qualified leads with less effort than you would cold calling every contact you have. The more people you engage with your social presence, the more people you reach. This gives you a higher the chance to close the deal whether that’s in the form of a signed lease or a contract.
  • Another point to note is that when you cast a wider net, you’re inadvertently speaking to a larger audience so make sure that your messaging appeals to the respective audience. When you’re engaging online, your messaging is going to need to be much shorter and concise than if you were talking to a prospect in person. We call this snackable social media, where you’re giving a mobile, on-the-go consumer easy to dogest pieces of information without bombarding them.
  • Let’s touch on how you can see that impact in 4 social channels that are big players right now.
  • Facebook is changing and evolving from one day to the next. The interesting thing is that when change takes place in the social sphere, users tend to get a little agitated but the great thing is that Facebook is changing in favor of brands especially for an industry like ours so we can take full advantage of the new features.
  • With Facebook, start with great branding. Make sure your contact info is properly placed as well as having a stunning cover photo to be that virtual handshake. If you need help in that department, we’ve got you covered. As a customer with Homes.com or For Rent Media Soultions, you have access to an awesome cover photo builder to enhance your visual branding. What you see here are examples of great cover photos from the real estate side that were created by the respective agent pictured. There’s a saying that you should dress for the job you want, not for the job you have. The same goes for the way you present yourself online! These are some snazzy, clean and great looking cover photos with well-placed contact info. If I’m a buyer or seller, I want to make sure that the agent I work with is using every avenue possible to help me rent, buy or sell a home.
  • The same goes for property management. Apartment shoppers need to be sold on a lifestyle and that starts with the first encounter which more times than not is going to be online. You see these examples of properties are going to have clear calls to action, inviting verbiage and well-placed contact information. The easier you make it for your prospective renter, the more likely it is you will get a qualified lead converted to a resident. We’re actually going to talk about being accessible online shortly.
  • Who out there uses Facebook notes or posts videos? I’ve heard some of you say that you have a hard time drumming up ideas. My suggestion is to not over think it. This is Jessica Riffle Edwards who is a social savvy agent in North Carolina. She has archived hundreds of videos that talk about basic topics in real estate like tips for first time home buyers or finding an agent in your local market, etc. These videos are no longer than 3 min each again, keeping the content snackable and bite-sized. You can do the same! If you’re a property in a metro area, create a short 2 min video on the top 5 reasons your property is desirable to a young working professional. Share a weekly video on the must-do events for the weekend. The possibilities are endless. Notes is another great way to share valuable info while keeping the traffic on your Facebook page. Facebook notes are essentially blogging within the Facebook environment.
  • This is a property that takes advantage of Facebook events by creating resident appreciation happy hours, costume contests, and ‘Dive’ in movies by the pool just to name a few. When you think about lead generation, you’re fooling yourself if you think every attendee of your event is going to be a qualified lead. That’s not the case, the goal is not to close the deal at the end of the event, it’s to plant a seed and nurture that interest so that it eventually converts the lead to a resident.
  • Let me give you the background on this example. So I’m sitting on my couch on a weekday evening, second screening, scrolling through Facebook and I came across this post. I see that a property in the metro Atlanta area is throwing what looks like a swanky grand opening. Now, mind you, I am in Virginia so I text my friend who is looking for a place to live in that exact area. She and a couple of her friends go. This is online marketing with Facebook events at it’s finest.
  • Twitter in short, is mircroblogging with 140 characters. Let’s go over some example of how impactful the real estate and multifamily industry can be when it comes to Twitter…
  • Use those 140 character to tweet relevant news articles to your audience. Where you see yourself as simply pushing publish information, your audience sees you as the local expert. That’s how much of an impact you can make with 140 characters.
  • Here’s an example for multifamily. Take a photo of something that differentiates you from your competition like all stainless steel appliances. Include hashtags and specs like price and location in your tweets!
  • Another great use for twitter is a tweetup. At your next resident event or open house set up a poster with a custom hashtag and ask folks to use that hashtag if they are going to tweet. A realtor inFlorida decided to hold a tweetup at one of his properties instead of a traditional Open House.By tweeting about the event in advance to his local Twitter community, he got more than double the number of attendees than he usually gets at his Open House events. He encouraged attendees to upload photos of the home to Twitter; he noticed a dramatic increase in page views to his listing of this property as a result. After the event he mentioned that not only did the attendees post photos and info on the event, many of their friends on social networking websites re-tweeted and reposted the photos, giving the event a longer life past the time of the actual event.What about the properties out there who have just completed your final phase and now you need to get foot traffic in the door? Host a tweetup and get some qualified leads out of the experience!
  • Here’s an example of an agent that actually created a Twitter account for his property! @229RockGlen was created in 2009 and pushed out only 16 tweets but gained 400 followers and it sold! If you created a Twitter account for your community or a property and tweeted “I’m in a beautiful neighborhood with great restaurants” not only is that funny but it’s a clever way to offer useful information about the property.
  • Some other suggestions to gain ideas is to learn from your peers. Social savvy agents and property managers often bump heads with the like in Twitter chats which are usually hour-long brainstorming sessions on various topics that touch the industry. I’ve shared two popular twitter chats to real estate and multifamily but feel free to share anymore you know of!
  • We’re seeing marketers for big brands use Pinterest as a vessel to generate leads. We’re seeing pinners write captions with strategically placed key words and hashtags that help with search engine optimization and findability. We’re seeing brands with blogs, websites and videos pin with links that drive directly to that blog or website. Also, Pinterest is a great way to engage in a dialogue with other pinners and prospects.
  • Pin your floorplans and listings. Give each of your specific listings an opportunity to be seen by including an engaging description and a link back to your website.
  • This is a real example of an agent who did just that and sold a mobile home via Pinterest. He was able to snag a buyer for a 900 sq foot home in Malibu. Within six days of creating a pin board for the listing, it went into escrow. This is possible for any type of real estate so you property managers and agents can apply this to your marketing playbook.
  • What’s more credible than client testimonials? Ask brand advocates like your residents or first time home buyers to record a testimonial after they’ve signed the lease at your community or closed on their new home. Letting your brand ambassadors speak for you is going to come across as more trustworthy and it’s going to attract that prospect that’s been hovering or on the fence for some time.
  • Here are examples of real estate and multifamily pros pinning helpful advice on Pinterest. This may lead to a blog about the topic on 6 Ways to create more space in your apartment or 10 tips for first time home buyers. It’s not necessarily self promotion but it’s offering a solution to frequently asked questions. This is going to work for you in the future because the next time that person needs advice, they are going to go straight to you for it.
  • Instagram is the social network of choice for putting your amenities and on display as well as making your audience feel as though they have a front row seat because it’s all happening in real time.
  • Enso apartments shared a photo of a couple of gorgeous property features and also included the contact info should anyone who came across that photo be interested.
  • They also implement a referral program which is sure to drive qualified leads right to the door, because we all know that money talks!
  • This is an example of one of the many ways a social savvy real estate pro sharesher properties. I’m not sure if you can see the comments but a 15 second video of the home created several inquiries and 98 people who engaged and were exposed to that one property. So essentially, Instagram is a free tool that’s doing all of the heavy lifting.
  • Here’s another instagram video she shared which is of a client actually signing their contract and below are some shots of the property that’s being purchased. I don’t know about you but if I’m shopping around for an agent that can deliver, I’m calling her!
  • Now that you see what you can do to start generating more leads, let’s touch on some best practices to help you execute your objetive.
  • Self serving can lead to self destruction as a brand. When you offer great customer service, word of mouth and word of mouse do all the heavy liffitn for you so you can sit back and nature those qualified leads and connections.
  • Begin the relationship by asking ‘How can I help?’ instead of ‘What can I sell?’ We are all so inundated with pitches from people and businesses that we've never heard of that we screen most of them out as background noise. People want to do business with companies that they know and trust. You have to build trust before making the pitch.
  • The social sphere is full of noise. Make it easy for your prospects to find you online so that you can increase engagement.
  • - Keep an open line of communication with past residents, buyers and sellers via Facebook. Share valuablecontent on your Timeline. This content will be information your audience can’t get anywhere else. What kind of information? Well for you real estate folks, sharing updates or a market forecast on the local area will keep potential buyers coming to your page. Become the local expert in your market. This means that have established yourself as the informational hub and you’re sharing that info via your social channels. Festival season is upon us so make sure that you’re sharing upcoming events via your ‘Local Events’ pin board on Pinterest or a link to the event via Facebook. You can tweet about upcoming event as well. If you’re utilizing our Social Management offering, make sure you’re taking advantage of the ‘Local’ category within the Hot Content section of the dashboard. This will help youfind current events and content that speaks to the everyday apartment renter as well as home buyer and seller.-Create content with high share-ability, click-ability and find-ability -Tease out your property’s stellar amenities to get foot traffic through the door
  • Leveraging Your Leads with Social Media

    1. 1. Leveraging Your Leads with Social Media Ansley Sudderth Social Media Training & Communications Coordinator
    2. 2. Join the conversation! Use #RESocialChat for the chance to win $20!
    3. 3. • Why Lead Generation Matters • How Social Media Increases the Impact of Lead Generation • 4 Social Channels You Should Be Using to Generate Leads • Best Practices for Building Leads via Social Media • #RESocialChat Application Points and Valuable Links • Q&A Agenda
    4. 4. Why Does Lead Generation Matter?
    5. 5. Lead Generation Matters Online or in-person visits can lead to loyal customers!
    6. 6. 1. Get Found 2. Convert 3. Analyze Lead Generation Matters
    7. 7. Increase the Impact with Social Media
    8. 8. Diversifying Your Outreach Efforts • Reach more people with less effort • Cast a wider net • Appeal to a larger audience
    9. 9. Diversifying Your Outreach Efforts • Speak to every demographic on every device
    10. 10. 4 Social Channels You Should Use to Generate Leads
    11. 11. Facebook
    12. 12. Generating Leads with Facebook: Branding Branding for Real Estate
    13. 13. Branding for Multifamily Generating Leads with Facebook: Branding
    14. 14. Generating Leads with Facebook: Notes and Videos Don’t blog? Use the ‘Notes’ and ‘Videos’ feature to post informative info! Post informative, humanizin g videos ‘Notes’ is like micro blogging
    15. 15. Generating Leads with Facebook: Events ‘Events’ generate a buzz. A buzz generates interest. Interest generates foot traffic/leads!
    16. 16. Generating Leads with Facebook: Events
    17. 17. Twitter
    18. 18. Generating Leads with Twitter Tweet relevant news articles for your target audience
    19. 19. Generating Leads with Twitter Tweet out your floor plans and use #hashtags!
    20. 20. Generating Leads with Twitter Tweet as the house or apartment!
    21. 21. Generating Leads with Twitter Only16 tweets generated close to 400 followers!
    22. 22. Join a weekly Twitter chat to bounce ideas off of other real estate and multifamily professionals #RealEstateChat #AptChat Generating Leads with Twitter
    23. 23. Pinterest
    24. 24. Generating Leads with Pinterest Showcase your listings!
    25. 25. Sold within SIX days of being on Pinterest! Generating Leads with Pinterest
    26. 26. Testimonials are more credible than self promotion! Generating Leads with Pinterest
    27. 27. Offer advice and solutions! Generating Leads with Pinterest
    28. 28. Instagram
    29. 29. Generating Leads with Instagram Plant the seed. Provide PLENTY of contact info!
    30. 30. Generating Leads with Instagram Referral programs at WORK!
    31. 31. Generating Leads with Instagram 15 sec. video generated several inquiries and 98 comments and likes! HUGE ROI!!
    32. 32. Generating Leads with Instagram Close the deal in real time!
    33. 33. Best Practices for Building Leads via Social Media
    34. 34. Don’t Be Pitchy!
    35. 35. Ditch the Pitch, JustTalk Less about you, more about them!
    36. 36. Make Connecting Easy
    37. 37. Findability Be accessible on social media, and make it easy for customers to contact you via social media, your website, and mobile.
    38. 38. It’sAllAbout the Call toAction
    39. 39. Align Your Content
    40. 40. #RESocialChatApplication Points and Valuable Links
    41. 41. 5 Ways to Generate Leads • Keep an open line of communication with past residents, buyers and sellers via Facebook. • Become the expert in your LOCAL market. • Create content with high shareability, clickability and findability. • Tease out your property’s stellar amenities to get foot traffic through the door!
    42. 42. Valuable Links • Using LinkedIn to Generate Leads: • http://www.socialmediaexaminer.com/lead-generation-with- linkedin/ • Using Google+ to Generate Leads: • http://blog.hubspot.com/marketing/google-plus-lead-gen- process-list • Facebook Real Estate Example: • https://www.facebook.com/wilmingtonrealestate • Instagram Real Estate Example: • http://instagram.com/atlhod • Instagram Multifamily Example: • http://instagram.com/ensoatl
    43. 43. Q&A
    44. 44. Sources • http://cdn.blog-sap.com/innovation/files/2013/09/fanapps1.png • http://www.roadsidemultimedia.com/wp-content/uploads/the_big_5.jpg • http://thegiggleguide.com/sites/thegiggleguide.com/files/imagecache/full-size/img/blog/2009/06/7002/SalesPitch.jpg • https://53077f79f9186a4c3655-ed296c5f6b6631ceb800b5287f18673f.ssl.cf3.rackcdn.com/480- 36c389ce26f9bcca3e1dd92e45c930d51ff3faaf.jpg • http://www.kiplinger.com/quiz/spending/T050-S001-sales-pitches-should-you-swing-or-pass/images/you-receive-an-offer-in-the- mail-for-a-credit-card1.jpg • http://media.dmnews.com/images/2013/10/24/hands_holding_devices_482385.jpg?format=jpg&zoom=1&quality=70&anchor=middl ecenter&width=320&mode=pad • http://www.ccgideas.com/wp-content/uploads/2013/09/bguthrie_090413_blog.jpg • http://blog.pringit.com/wp-content/uploads/2013/07/Engagement-blog-img3.jpg • https://developer.apple.com/library/ios/documentation/general/conceptual/devpedia-cocoacore/Art/facets_of_accessibility_2x.png • http://design.gov.au/files/2013/04/Accessibility.jpg • http://refinerysource.com/wp-content/uploads/2013/10/call-to-action.jpg • http://media-cache-ak0.pinimg.com/236x/8e/58/54/8e58541b2c646ef3befc4ee640a7461d.jpg • http://cdn2.hubspot.net/hub/53/file-23150811-png/blog/images/smarketing-funnel-resized-600.png?t=1362986751000 • http://www.n5r.com/Portals/66868/images/3Funnel.jpg • http://www.divacreative.com/wp-content/uploads/2012/09/Nudge-Debate-500x301.jpg • http://icons.iconarchive.com/icons/double-j-design/origami-colored-pencil/256/blue-clock-icon.png • http://www.freeimageslive.co.uk/files/images006/focus.jpg