Real Estate Social Media 2.0


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A presentation for real estate residential developers and home builders on the ins and outs of bringing social networking into the strategic agenda. Presented at the Urban Land Institute Residential Neighborhood Development Council day session, Nov. 4, 2009, San Fransisco.

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Real Estate Social Media 2.0

  1. 1. Social Media & Residential Real Estate Is there a “there” there?
  2. 2. Where We Left Off – Spring ‘09 <ul><li>Animated Conversation </li></ul><ul><li>Touched the surface of what defines “social media” </li></ul><ul><li>Wide range of personal experience </li></ul><ul><li>Very little sense of professional application </li></ul><ul><li>The Take-away: Show me </li></ul>
  3. 3. Certainty – What We Took Away <ul><li>A tool </li></ul><ul><li>A strategy </li></ul><ul><li>A virus </li></ul><ul><li>A marketing tactic </li></ul><ul><li>A kids thing </li></ul><ul><li>A big waste of time </li></ul><ul><li>An option </li></ul><ul><li>A fad </li></ul>Social Media is …
  4. 4. What We’re doing today… <ul><li>Show you ups and downs </li></ul><ul><li>Talk about costs and benefits </li></ul><ul><li>Give you a sense of where to start </li></ul><ul><li>What to expect </li></ul>
  5. 5. What’s your business? <ul><li>Is it a product business? </li></ul><ul><li>Is it a people business? </li></ul><ul><li>Do you provide a home? </li></ul><ul><li>Or do you provide a solution? </li></ul>
  6. 6. Is Social Media a Fad?
  7. 7. Undeterred by Progress? The world as we know it today divides itself into two parts: What we can’t do anything about… What we can do something about…
  8. 8. New Disciplines Needed In a low GDP, hard money world, we have to know and do better at …. Constant Improvement Engage Your Team Competitive Positioning An ear to the ground Product Development Referrals Community Outreach Customer Insight Customer Satisfaction You Inc.
  9. 9. Who We Are <ul><li>Jamie Bigelow, Bigelow Homes </li></ul><ul><li>Tim Kane, MBK Homes </li></ul><ul><li>Carol Ruiz & Lisa Redmond, Red Rocket LA </li></ul>Today’s Team
  10. 10. Bigelow Homes – Jamie Bigelow <ul><li>My Expectations </li></ul><ul><li>Putting Personal Bias Aside </li></ul><ul><li>Hurdles to Overcome </li></ul><ul><li>Organization Change </li></ul><ul><li>What we expected </li></ul>
  11. 11. Bigelow Homes -- What We Did <ul><li>Live Date </li></ul><ul><li>Tweets a Day </li></ul><ul><li>Contacts We Reached </li></ul>
  12. 12. Bigelow Homes -- Public Reaction By The Numbers # of Contacts Notified Who They Were # of Contacts Who Joined
  13. 13. MBK Homes – Tim Kane <ul><li>Expectations </li></ul><ul><li>Execution </li></ul><ul><li>Jump in all the way </li></ul><ul><li>Company buy-in </li></ul>
  14. 14. MBK Homes Reality Check & Lessons Learned <ul><li>Give more than you take </li></ul><ul><li>Plan on learning </li></ul><ul><li>Be an advocate for your followers </li></ul><ul><li>Ask questions </li></ul><ul><li>Listen </li></ul><ul><li>Plan </li></ul><ul><li>Relate </li></ul><ul><li>Timeliness </li></ul>
  15. 15. Carol Ruiz <ul><li>Realistic Expectations </li></ul><ul><li>Early Starts </li></ul><ul><li>Where We Are Now and Where We’re Going </li></ul><ul><li>Case Studies </li></ul><ul><ul><li>TLofts </li></ul></ul><ul><ul><li>Ideal Homes </li></ul></ul>
  16. 16. Early Starts <ul><li>Blanco River --1st tweets </li></ul>
  17. 17. Early Starts <ul><li>Early Eton -- Facebook </li></ul>
  18. 18. Progress -- Update <ul><li>Current Blanco River -- Twitter </li></ul>
  19. 19. Progress -- Update <ul><li>Current Blanco River -- Facebook </li></ul>
  20. 20. Progress -- Update <ul><li>Current Eton -- Twitter </li></ul>
  21. 21. Progress -- Update <ul><li>Current Eton -- Facebook </li></ul>
  22. 22. Case Study: Lee Homes / TLofts http://
  23. 23. Case Study: Lee Homes / TLofts -- Disciples
  24. 24. Case Study: Lee Homes / TLofts -- Blog
  25. 25. Case Study: Lee Homes / TLofts -- Facebook http://
  26. 26. Case Study: Ideal Homes – Facebook
  27. 27. Case Study: Ideal Homes
  28. 28. Case Study: Ideal Homes – You Tube
  29. 29. Case Study: Ideal Homes -- Twitter http://
  30. 30. The Take-Aways <ul><li>Intentions </li></ul><ul><li>Expectations </li></ul><ul><li>Execution </li></ul><ul><li>Conviction </li></ul><ul><li>Wins </li></ul>
  31. 31. Thank you! Questions, Comments, Challenges