fluid educational series




                           ©Fluid Studio, 2010
presentation prepared for




Washington County Board of Realtors




                                      ©Fluid Studio,...
presentation presented by




                            ©Fluid Studio, 2010
presentation presented by




                            ©Fluid Studio, 2010
contact Me
      text dyejo to 50500

      john dye
      801.631.4736
      johnd@fluid-studio.net
      www.fluid-studi...
previous presentations




                         ©Fluid Studio, 2010
how many have heard of facebook?
  twitter? linkedin? youtube?




                                   ©Fluid Studio, 2010
how many are on facebook?
twitter? linkedin? youtube?




                              ©Fluid Studio, 2010
there is no silver bullet




                            ©Fluid Studio, 2010
social Media is just one tool in the toolbox




                                               ©Fluid Studio, 2010
We all have a circle of influence.
people are influenced by those they trust




                                         ...
CIRCLE OF CONCERN


        WHAT YOU CARE ABOUT.




          WHAT YOU CAN DO
          SOMETHING ABOUT.


              ...
viral Marketing



 CIRCLE OF CONCERN

         WHAT YOU CARE ABOUT.




           WHAT YOU CAN DO
           SOMETHING A...
+
                      =
                          viral Marketing




©Fluid Studio, 2010
people do not Want to be sold to.
they Want to interact and be heard




                                     ©Fluid Studi...
ENGAGE




RESPOND




               LISTEN




                        ©Fluid Studio, 2010
you cannot control the conversation,
     but you can participate in it




                                       ©Fluid ...
©Fluid Studio, 2010
although social Media is “one-to-Many” broadcast
Marketing, at the end of the day real results Will occur
     When “one-t...
4 p’s




©Fluid Studio, 2010
4 p’s
                        product




©Fluid Studio, 2010
4 p’s   product, price




                         ©Fluid Studio, 2010
4 p’s   product, price,
        place




                          ©Fluid Studio, 2010
4 p’s   product, price
        place, proMotion




                           ©Fluid Studio, 2010
3 r’s




©Fluid Studio, 2010
3 r’s
                        relevant




©Fluid Studio, 2010
3 r’s   relevant, real




                         ©Fluid Studio, 2010
3 r’s   relevant, real, responsive




                                     ©Fluid Studio, 2010
4 r’s   relevant, real, responsive,
        relationship




                                      ©Fluid Studio, 2010
social Media roi : socialnoMics
http://www.youtube.com/watch?v=ypmfs3z8esi




                                           ...
side-by-side coMparison




                          ©Fluid Studio, 2010
deMographics of facebook users


october 2009:
females 18-25 led facebook’s demographic categories, adding
over 700,000 mo...
deMographics of facebook users


october 2009:
females 18-25 led facebook’s demographic categories, adding
over 700,000 mo...
deMographics of facebook users


october 2009:
females 18-25 led facebook’s demographic categories, adding
over 700,000 mo...
deMographics of facebook users




                                 ©Fluid Studio, 2010
deMographics of facebook users




                                 ©Fluid Studio, 2010
deMographics of facebook users




                                 ©Fluid Studio, 2010
deMographics of facebook users




                                 ©Fluid Studio, 2010
general tips



1.   the Most effective facebook fan pages are
     updated on a regular basis With neW content.




     ...
general tips



1.   the Most effective facebook fan pages are
     updated on a regular basis With neW content.


2.   if...
general tips



1.   the Most effective facebook fan pages are
     updated on a regular basis With neW content.


2.   if...
general tips



4.   be a good MeMber of the coMMunity: proMote
     others even More than you proMote yourself.
     link...
general tips



4.   be a good MeMber of the coMMunity: proMote
     others even More than you proMote yourself.
     link...
general tips



4.   be a good MeMber of the coMMunity: proMote
     others even More than you proMote yourself.
     link...
When used correctly, blogs and
social netWorks are poWerful
tools that
broaden your real estate knoWledge
strengthen your ...
by the tiMe a prospect contacts a realtor,
studies shoW they have been looking at real estate
    on the Web anyWhere froM...
savvy realtors are getting ahead of the
inforMation curve by using the poWer of the internet
          to attract Qualifie...
becoMe a "local" expert




                          ©Fluid Studio, 2010
becoMe a "local" expert


placing your knoWledge of a particular area on a
high visibility social netWorking site can lead...
becoMe a "local" expert


you need to be Willing to set yourself apart froM
others as an expert in a particular area or ni...
becoMe a "local" expert


don't just be "fluffy"--give good content and peo-
ple Will reMeMber (and use) you




         ...
becoMe a "local" expert


utilize video!
• Quick and easy
• Mobile devices can capture, post, and play
• helps seo




   ...
©Fluid Studio, 2010
think like the prospect!




                           ©Fluid Studio, 2010
think like the prospect!


this is a basic tenet of real estate and other types
of Marketing. the difference noW is hoW yo...
find a gap and fill it!




                          ©Fluid Studio, 2010
Where should you be?


activerain.coM
"our goal is to create a valuable resource of information and
ideas for real estate ...
Where should you be?


realestatevoices.coM




                       ©Fluid Studio, 2010
©Fluid Studio, 2010
Where should you be?


realtoWn.coM




                       ©Fluid Studio, 2010
©Fluid Studio, 2010
soMe realities to consider . . .




                                   ©Fluid Studio, 2010
soMe realities to consider . . .


be a great agent first




                                   ©Fluid Studio, 2010
soMe realities to consider . . .


be a great agent first
"you get leads because you're on social media. you close the
tra...
soMe realities to consider . . .


using social Media is like riding a bull—
getting on is the easy part.




            ...
soMe realities to consider . . .


using social Media is like riding a bull—
getting on is the easy part.
it requires an i...
soMe realities to consider . . .


there are no prereQuisites–just a desire to try




                                   ...
soMe realities to consider . . .


you need a strategy




                                   ©Fluid Studio, 2010
soMe realities to consider . . .


you need a strategy
carve out a certain amount of time each week to spend on
social med...
soMe realities to consider . . .


you need a strategy
try to "pull" clients to you by sharing valuable information
rather...
soMe realities to consider . . .


knoW Where your leads are coMing froM




                                        ©Flui...
soMe realities to consider . . .


70-20-10 rule
(70%=share/educate, 20%=soft sell,
10%=show you are a real person)




  ...
key Questions . . .


hoW Much tiMe should i be spending on this?
hoW do i knoW that it's Working?




                   ...
case study


darrin friedMan
branch vice president of the Coldwell Banker
Residential Brokerage office in Chevy Chase, MD
...
advertise




©Fluid Studio, 2010
Make inforMation available
electronically




                             ©Fluid Studio, 2010
create group/fan pages




                         ©Fluid Studio, 2010
bloW up your fan base!




                         ©Fluid Studio, 2010
Why do you Want More fans?




                             ©Fluid Studio, 2010
Why do you Want More fans?


the future is in “earned” Media, not paid.

Facebook and other social networks are
primary pl...
Why do you Want More fans?


large coMpanies With Well-knoWn brands Will
have associates set up pages and those pages can
...
Why do you Want More fans?


sMaller and lesser-knoWn brands need to invest
heavily in brand developMent and leverage the
...
Why do you Want More fans?


the Measure of success should not be Whether
your page boasts 30 or 30,000 fans, but Whether
...
tips to add More
Quality fans and folloWers




                             ©Fluid Studio, 2010
tips



1.     use current fans to drive invitations
       to your facebook page




                                    ...
tips



1.     use current fans to drive invitations
       to your facebook page

       Facebook currently has no limita...
tips



1.     use current fans to drive invitations
       to your facebook page

       Contests are probably the single...
tips



1.     use current fans to drive invitations
       to your facebook page




                                    ...
tips



2.     create contests often




                               ©Fluid Studio, 2010
tips



2.     create contests often

       Think of new and unique giveaways for those
       that push new fans your wa...
tips



2.     create contests often

       Most of the time, it is better to give away more
       things more frequentl...
tips



2.     create contests often

       Examples of potential contests:




                                         ...
tips



2.     create contests often

       Examples of potential contests:
       • Ticket giveaways (movies, concerts, ...
tips



2.     create contests often

       Examples of potential contests:
       • Ticket giveaways (movies, concerts, ...
tips



2.     create contests often

       Examples of potential contests:
       • Ticket giveaways (movies, concerts, ...
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Leveraging the Facebook phenomenon and other social media in Real Estate

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Principles on using Facebook to help grow your real estate business!

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  • Huge! I have recognized he utilization of Covey's theory about the habits for human effectiveness. Really interesting!
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Leveraging the Facebook phenomenon and other social media in Real Estate

  1. 1. fluid educational series ©Fluid Studio, 2010
  2. 2. presentation prepared for Washington County Board of Realtors ©Fluid Studio, 2010
  3. 3. presentation presented by ©Fluid Studio, 2010
  4. 4. presentation presented by ©Fluid Studio, 2010
  5. 5. contact Me text dyejo to 50500 john dye 801.631.4736 johnd@fluid-studio.net www.fluid-studio.net twitter @dyejo free service provided by http://contxts.com ©Fluid Studio, 2010
  6. 6. previous presentations ©Fluid Studio, 2010
  7. 7. how many have heard of facebook? twitter? linkedin? youtube? ©Fluid Studio, 2010
  8. 8. how many are on facebook? twitter? linkedin? youtube? ©Fluid Studio, 2010
  9. 9. there is no silver bullet ©Fluid Studio, 2010
  10. 10. social Media is just one tool in the toolbox ©Fluid Studio, 2010
  11. 11. We all have a circle of influence. people are influenced by those they trust ©Fluid Studio, 2010
  12. 12. CIRCLE OF CONCERN WHAT YOU CARE ABOUT. WHAT YOU CAN DO SOMETHING ABOUT. CIRCLE OF INFLUENCE ©Fluid Studio, 2010
  13. 13. viral Marketing CIRCLE OF CONCERN WHAT YOU CARE ABOUT. WHAT YOU CAN DO SOMETHING ABOUT. ©Fluid Studio, 2010 CIRCLE OF INFLUENCE
  14. 14. + = viral Marketing ©Fluid Studio, 2010
  15. 15. people do not Want to be sold to. they Want to interact and be heard ©Fluid Studio, 2010
  16. 16. ENGAGE RESPOND LISTEN ©Fluid Studio, 2010
  17. 17. you cannot control the conversation, but you can participate in it ©Fluid Studio, 2010
  18. 18. ©Fluid Studio, 2010
  19. 19. although social Media is “one-to-Many” broadcast Marketing, at the end of the day real results Will occur When “one-to-one” relationships are forMed ©Fluid Studio, 2010
  20. 20. 4 p’s ©Fluid Studio, 2010
  21. 21. 4 p’s product ©Fluid Studio, 2010
  22. 22. 4 p’s product, price ©Fluid Studio, 2010
  23. 23. 4 p’s product, price, place ©Fluid Studio, 2010
  24. 24. 4 p’s product, price place, proMotion ©Fluid Studio, 2010
  25. 25. 3 r’s ©Fluid Studio, 2010
  26. 26. 3 r’s relevant ©Fluid Studio, 2010
  27. 27. 3 r’s relevant, real ©Fluid Studio, 2010
  28. 28. 3 r’s relevant, real, responsive ©Fluid Studio, 2010
  29. 29. 4 r’s relevant, real, responsive, relationship ©Fluid Studio, 2010
  30. 30. social Media roi : socialnoMics http://www.youtube.com/watch?v=ypmfs3z8esi ©Fluid Studio, 2010
  31. 31. side-by-side coMparison ©Fluid Studio, 2010
  32. 32. deMographics of facebook users october 2009: females 18-25 led facebook’s demographic categories, adding over 700,000 monthly active users to over 12.8 million. ©Fluid Studio, 2010
  33. 33. deMographics of facebook users october 2009: females 18-25 led facebook’s demographic categories, adding over 700,000 monthly active users to over 12.8 million. Women over 45 showed strong growth, while increases in males over 35 were lower. ©Fluid Studio, 2010
  34. 34. deMographics of facebook users october 2009: females 18-25 led facebook’s demographic categories, adding over 700,000 monthly active users to over 12.8 million. Women over 45 showed strong growth, while increases in males over 35 were lower. facebook is still growing most quickly percentage-wise amongst users over 45 – an interesting demographic trend that started earlier in 2009. ©Fluid Studio, 2010
  35. 35. deMographics of facebook users ©Fluid Studio, 2010
  36. 36. deMographics of facebook users ©Fluid Studio, 2010
  37. 37. deMographics of facebook users ©Fluid Studio, 2010
  38. 38. deMographics of facebook users ©Fluid Studio, 2010
  39. 39. general tips 1. the Most effective facebook fan pages are updated on a regular basis With neW content. ©Fluid Studio, 2010
  40. 40. general tips 1. the Most effective facebook fan pages are updated on a regular basis With neW content. 2. if there's actually evidence that the page adMinistrator is visiting regularly and interacting With the coMMunity, the More engaged fans Will be (check out the Wall on dell's page). ©Fluid Studio, 2010
  41. 41. general tips 1. the Most effective facebook fan pages are updated on a regular basis With neW content. 2. if there's actually evidence that the page adMinistrator is visiting regularly and interacting With the coMMunity, the More engaged fans Will be (check out the Wall on dell's page). 3. pages Work best When they are less about "Me, Me, Me" and More about "you, you, you" (custoMer-centric). ©Fluid Studio, 2010
  42. 42. general tips 4. be a good MeMber of the coMMunity: proMote others even More than you proMote yourself. linking and proMoting others is a nice Way to shoW you care about others and can set you up as an “expert” in the field. ©Fluid Studio, 2010
  43. 43. general tips 4. be a good MeMber of the coMMunity: proMote others even More than you proMote yourself. linking and proMoting others is a nice Way to shoW you care about others and can set you up as an “expert” in the field. 5. the creative Material of your Message should be soMething that people Want to share virally With others. Make it neWsWorthy, controversial, tiMely, iMMediately useful, or even huMorous. ©Fluid Studio, 2010
  44. 44. general tips 4. be a good MeMber of the coMMunity: proMote others even More than you proMote yourself. linking and proMoting others is a nice Way to shoW you care about others and can set you up as an “expert” in the field. 5. the creative Material of your Message should be soMething that people Want to share virally With others. Make it neWsWorthy, controversial, tiMely, iMMediately useful, or even huMorous. 6. don't spaM—Wrap your self-proMotion in ©Fluid Studio, 2010 soMething of value to others (custoMer-centric).
  45. 45. When used correctly, blogs and social netWorks are poWerful tools that broaden your real estate knoWledge strengthen your online (and in-person) reputation can expand your clientele ©Fluid Studio, 2010
  46. 46. by the tiMe a prospect contacts a realtor, studies shoW they have been looking at real estate on the Web anyWhere froM 10 to 40 hours. ©Fluid Studio, 2010
  47. 47. savvy realtors are getting ahead of the inforMation curve by using the poWer of the internet to attract Qualified prospects! ©Fluid Studio, 2010
  48. 48. becoMe a "local" expert ©Fluid Studio, 2010
  49. 49. becoMe a "local" expert placing your knoWledge of a particular area on a high visibility social netWorking site can lead pros- pects to your door. ©Fluid Studio, 2010
  50. 50. becoMe a "local" expert you need to be Willing to set yourself apart froM others as an expert in a particular area or niche. you need a coMMitMent and desire! ©Fluid Studio, 2010
  51. 51. becoMe a "local" expert don't just be "fluffy"--give good content and peo- ple Will reMeMber (and use) you ©Fluid Studio, 2010
  52. 52. becoMe a "local" expert utilize video! • Quick and easy • Mobile devices can capture, post, and play • helps seo ©Fluid Studio, 2010
  53. 53. ©Fluid Studio, 2010
  54. 54. think like the prospect! ©Fluid Studio, 2010
  55. 55. think like the prospect! this is a basic tenet of real estate and other types of Marketing. the difference noW is hoW you’re getting your Message across to your target Market! ©Fluid Studio, 2010
  56. 56. find a gap and fill it! ©Fluid Studio, 2010
  57. 57. Where should you be? activerain.coM "our goal is to create a valuable resource of information and ideas for real estate professionals and their clients." ©Fluid Studio, 2010
  58. 58. Where should you be? realestatevoices.coM ©Fluid Studio, 2010
  59. 59. ©Fluid Studio, 2010
  60. 60. Where should you be? realtoWn.coM ©Fluid Studio, 2010
  61. 61. ©Fluid Studio, 2010
  62. 62. soMe realities to consider . . . ©Fluid Studio, 2010
  63. 63. soMe realities to consider . . . be a great agent first ©Fluid Studio, 2010
  64. 64. soMe realities to consider . . . be a great agent first "you get leads because you're on social media. you close the transaction because you're a great agent." Matt Dollinger, real estate performance coach with @properties in Chicago ©Fluid Studio, 2010
  65. 65. soMe realities to consider . . . using social Media is like riding a bull— getting on is the easy part. ©Fluid Studio, 2010
  66. 66. soMe realities to consider . . . using social Media is like riding a bull— getting on is the easy part. it requires an investment of time–not only researching and writing, but also reading and engaging ©Fluid Studio, 2010
  67. 67. soMe realities to consider . . . there are no prereQuisites–just a desire to try ©Fluid Studio, 2010
  68. 68. soMe realities to consider . . . you need a strategy ©Fluid Studio, 2010
  69. 69. soMe realities to consider . . . you need a strategy carve out a certain amount of time each week to spend on social media ©Fluid Studio, 2010
  70. 70. soMe realities to consider . . . you need a strategy try to "pull" clients to you by sharing valuable information rather than pushing yourself out to them ©Fluid Studio, 2010
  71. 71. soMe realities to consider . . . knoW Where your leads are coMing froM ©Fluid Studio, 2010
  72. 72. soMe realities to consider . . . 70-20-10 rule (70%=share/educate, 20%=soft sell, 10%=show you are a real person) ©Fluid Studio, 2010
  73. 73. key Questions . . . hoW Much tiMe should i be spending on this? hoW do i knoW that it's Working? ©Fluid Studio, 2010
  74. 74. case study darrin friedMan branch vice president of the Coldwell Banker Residential Brokerage office in Chevy Chase, MD attributes his blog www.cbblogestate.com to helping his brokerage receive more than $5 million in referrals in 2008. also had a part in recruiting and luring half of the 70 agents he has recruited to the company since january 2007. ©Fluid Studio, 2010
  75. 75. advertise ©Fluid Studio, 2010
  76. 76. Make inforMation available electronically ©Fluid Studio, 2010
  77. 77. create group/fan pages ©Fluid Studio, 2010
  78. 78. bloW up your fan base! ©Fluid Studio, 2010
  79. 79. Why do you Want More fans? ©Fluid Studio, 2010
  80. 80. Why do you Want More fans? the future is in “earned” Media, not paid. Facebook and other social networks are primary platforms for earned media. ©Fluid Studio, 2010
  81. 81. Why do you Want More fans? large coMpanies With Well-knoWn brands Will have associates set up pages and those pages can often groW to Millions of users organically and Without Much effort. sMall to MediuM-sized businesses often cannot just set up a page and let the people do the rest. ©Fluid Studio, 2010
  82. 82. Why do you Want More fans? sMaller and lesser-knoWn brands need to invest heavily in brand developMent and leverage the various social Media channels available to theM to interact directly With their folloWers, fans, and custoMers. ©Fluid Studio, 2010
  83. 83. Why do you Want More fans? the Measure of success should not be Whether your page boasts 30 or 30,000 fans, but Whether you have successfully attracted a large nuMber of targeted fans. ©Fluid Studio, 2010
  84. 84. tips to add More Quality fans and folloWers ©Fluid Studio, 2010
  85. 85. tips 1. use current fans to drive invitations to your facebook page ©Fluid Studio, 2010
  86. 86. tips 1. use current fans to drive invitations to your facebook page Facebook currently has no limitation on the number of fans that users can invite to a public profile. This makes invitations one of the most important components of generating fans. ©Fluid Studio, 2010
  87. 87. tips 1. use current fans to drive invitations to your facebook page Contests are probably the single best tool for driving more users to your Facebook page if you encourage fans to invite their friends. ©Fluid Studio, 2010
  88. 88. tips 1. use current fans to drive invitations to your facebook page ©Fluid Studio, 2010
  89. 89. tips 2. create contests often ©Fluid Studio, 2010
  90. 90. tips 2. create contests often Think of new and unique giveaways for those that push new fans your way (and reward them often). ©Fluid Studio, 2010
  91. 91. tips 2. create contests often Most of the time, it is better to give away more things more frequently than a large grand prize every so often. ©Fluid Studio, 2010
  92. 92. tips 2. create contests often Examples of potential contests: ©Fluid Studio, 2010
  93. 93. tips 2. create contests often Examples of potential contests: • Ticket giveaways (movies, concerts, etc.) ©Fluid Studio, 2010 ©2009 Fluid Studio
  94. 94. tips 2. create contests often Examples of potential contests: • Ticket giveaways (movies, concerts, etc.) • Restaurant gift certificates ©Fluid Studio, 2010 ©2009 Fluid Studio
  95. 95. tips 2. create contests often Examples of potential contests: • Ticket giveaways (movies, concerts, etc.) • Restaurant gift certificates • Etc. ©Fluid Studio, 2010

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