Social Media for Real Estate AgentsA Continuing Education course sponsored by         First Federal of Lakewood         Pr...
Challenges and Concerns •  Unknown marketing tactics •  Personal vs. professional use •  Loss of privacy •  Doing it wrong...
Agenda 1) What is Social Media? 2) Why Does it Matter? 3) What Can You Do To Get Started?
About PR 20/20Inbound marketing agency & PR firm•  Brand marketing•  Website development•  Search marketing•  Social media...
What is Social Media?
What is Social Media? •  Consumer-generated content. We are all the media, the    publishers. •  People trusting the opini...
What is Social Media? •  Listening, learning and building relationships. •  Building authentic and personal connections. •...
What Social Media is NOT?             SELLING
What is Social Media?
Social Media by the Numbers        16+ billion core searches        conducted in August 2010               Source: comScor...
1.9 billion online videos are streamed each  month on Google Sites (mostly YouTube)               Source: comScore, Inc
There are more than 145 million Twitter users
LinkedIn has more than 85 million members in 200+ countries and territories around the world                Source: LinkedIn
More than 30 billion pieces of content (web links,news stories, blog posts, notes, photo albums, etc.)        shared each ...
•  More than 600 million members on Facebook.•  Average user has 130 friends.•  People spend more than 700 billion minutes...
•  Social networking use among internet users ages 50 and   older nearly doubled—from 22% in April 2009 to 42% in   May 20...
•  200,000+ real estate professionals are on ActiveRain, the   world’s largest real estate online network.•  1,700+ Linked...
Source: NAR Center for REALTOR Technology
Source: NAR Center for REALTOR Technology
Source: NAR Center for REALTOR Technology
Source: NAR Center for REALTOR Technology
Section Summary •  Social media is about creating value and building  relationships, not selling. •  Millions of people ar...
Why Does Social Media Matter?
Social Media Goals       Generate Leads &         Build Loyalty
“I skate to where the puck is going, notto where it has been.” — Wayne Gretzky
The Facts  Social media should be an essential component of every  organization’s integrated marketing strategy, and every...
The Facts It’s irrelevant if you personally use or believe in the value. It’s what matters to your current and future clie...
The Facts
The Facts  Social media presents an opportunity for real estate pros to  differentiate themselves and build strong persona...
So what’s the ROI?
More important question:What is the cost of doing nothing?
How Do You Measure Success?      It is NOT a direct ROI.
How Do You Measure Success?       But it is measurable
How Do You Measure Success?   •  Reach (followers, friends, fans)   •  Referrals   •  New clients   •  Repeat purchases (i...
Section Summary •  Social media gives professionals the ability to generate  leads and build loyalty. •  Social media is e...
7 Steps to Get Started 1.  Define and differentiate your brand. 2.  Profile your buyer personas. 3.  Know your goals (and ...
Define and Differentiate Your Brand
What is a brand?Brand = experiences + perceptions
Defining your personal brand   •  What’s important to you.   •  What do you value.   •  Where are you going.   •  What are...
Profile your buyer personas.
Defining your buyer personas •  What are their goals and aspirations? •  What motivates and inspires them? •  What are the...
Other buyer-persona criteria   •  Geography   •  Demographics   •  Career   •  Preferred communications   •  Buying cycle ...
How do you research personas? •  Draw on your experience. •  Analyze customer database. •  Monitor/participate in social n...
“Single Steve ”•  Budget: $175,000•  Age: 25-30•  Current Status: Renter•  Property Type: Single, townhome•  Current Commu...
“Newly Wed Wendy”•  Budget: $300,000•  Age: 28-35•  Current Status: Owner•  Property Type: Single•  Current Community: Med...
Know Your Goals (and Theirs).
Your goals•  Create connections and build stronger relationships.•  Build your personal brand and profile within the indus...
Their goals•  Knowledge•  Confidence•  Peace of mind•  Trust
Establish or Enhance Your Presence.
Building powerful profiles•  Secure your name on major networks.•  Build your profiles to be found.•  Consider your person...
What NOT to do•  Pay for followers.•  Send auto-DMs on Twitter.•  Be too self-promotional (you want to balance between   n...
Resources•  Twitter Strategy: The Incomplete Guide for Beginners —   Paul Roetzer, PR 20/20•  6-Step Corporate LinkedIn St...
Listen and Learn.
Monitor connections and communities   •  Set up Google Alerts.   •  Subscribe to top blogs via emails and RSS feeds.   •  ...
Create Value.
Participate and publish•  Share articles and ideas.•  Post updates.•  Provide tips and insight.•  Support communities and ...
Measure and Evolve.
RECAP: 7 Steps to Get Started 1.  Define and differentiate your brand. 2.  Profile your buyer personas. 3.  Know your goal...
Case Studies: Pros Integrating Social    Media Into Their Businesses
Case Study #1: Carole CohenSource: http://www.clevelandrealestatenews.com/
Case Study #2: Jay ThompsonSource: http://www.phoenixrealestateguy.com/
Case Study #3: Teresa BoardmanSource: http://www.stpaulrealestateblog.com/
Resources •  National Association of Realtors - The NATIONAL ASSOCIATION OF    REALTORS®, “The Voice for Real Estate”. •  ...
Closing Thoughts  •  Put their needs and goals ahead of yours.  •  Be patient. Don’t give up!  •  Be yourself.  •  Build r...
Questions & Open Discussion •  What are your concerns and fears? •  How do you think social media will impact your careers...
Thank You!Paul Roetzer, PR 20/20  www.PR2020.com  paul@PR2020.com    (216) 333-1242 Twitter: @paulroetzer
Social Media for Real Estate Agents (2011)
Upcoming SlideShare
Loading in …5
×

Social Media for Real Estate Agents (2011)

4,233 views

Published on

Presented Feb. 23, 2011 to Northeast Ohio real estate professionals. Includes updated information from the 2010 NAR Technology Survey Report. The event was sponsored by First Federal of Lakewood.

Published in: Real Estate
0 Comments
6 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
4,233
On SlideShare
0
From Embeds
0
Number of Embeds
397
Actions
Shares
0
Downloads
184
Comments
0
Likes
6
Embeds 0
No embeds

No notes for slide

Social Media for Real Estate Agents (2011)

  1. 1. Social Media for Real Estate AgentsA Continuing Education course sponsored by First Federal of Lakewood Presented by Paul Roetzer, PR 20/20 February 23, 2011
  2. 2. Challenges and Concerns •  Unknown marketing tactics •  Personal vs. professional use •  Loss of privacy •  Doing it wrong •  Time commitment •  Measuring effectiveness •  Disclosing too much information to competitors
  3. 3. Agenda 1) What is Social Media? 2) Why Does it Matter? 3) What Can You Do To Get Started?
  4. 4. About PR 20/20Inbound marketing agency & PR firm•  Brand marketing•  Website development•  Search marketing•  Social media•  Content marketing•  Public relations
  5. 5. What is Social Media?
  6. 6. What is Social Media? •  Consumer-generated content. We are all the media, the publishers. •  People trusting the opinions of their peers and collaborating online to help and support each other. •  Consumers choosing when and where to interact with brands. Tuning out of traditional, outbound marketing.
  7. 7. What is Social Media? •  Listening, learning and building relationships. •  Building authentic and personal connections. •  Creating value.
  8. 8. What Social Media is NOT? SELLING
  9. 9. What is Social Media?
  10. 10. Social Media by the Numbers 16+ billion core searches conducted in August 2010 Source: comScore, Inc
  11. 11. 1.9 billion online videos are streamed each month on Google Sites (mostly YouTube) Source: comScore, Inc
  12. 12. There are more than 145 million Twitter users
  13. 13. LinkedIn has more than 85 million members in 200+ countries and territories around the world Source: LinkedIn
  14. 14. More than 30 billion pieces of content (web links,news stories, blog posts, notes, photo albums, etc.) shared each month on Facebook Source: Facebook.com
  15. 15. •  More than 600 million members on Facebook.•  Average user has 130 friends.•  People spend more than 700 billion minutes per month on Facebook.•  50% of active users log on to Facebook at least once each day.•  Average user creates 90 pieces of content each month. Source: Facebook.com
  16. 16. •  Social networking use among internet users ages 50 and older nearly doubled—from 22% in April 2009 to 42% in May 2010.•  Between April 2009 and May 2010, social networking use among internet users ages 50-64 grew by 88%—from 25% to 47%.•  During the same period, use among those ages 65 and older grew 100%—from 13% to 26%. Source: Pew Internet & American Life Project
  17. 17. •  200,000+ real estate professionals are on ActiveRain, the world’s largest real estate online network.•  1,700+ LinkedIn Groups relating to “Realtors.”•  Among respondents to the National Association of Realtors’ 2010 REALTOR® Technology Survey, the majority have an account with Facebook (85%) and/or with LinkedIn (64%).•  84% of the respondents who took the NAR survey indicated they use social media to some extent. Sources: ActiveRain, LinkedIn, National Association of Realtors
  18. 18. Source: NAR Center for REALTOR Technology
  19. 19. Source: NAR Center for REALTOR Technology
  20. 20. Source: NAR Center for REALTOR Technology
  21. 21. Source: NAR Center for REALTOR Technology
  22. 22. Section Summary •  Social media is about creating value and building relationships, not selling. •  Millions of people are using Twitter, Facebook, LinkedIn, YouTube and search engines to create content, communicate, collaborate, gather information and share. •  Real estate professionals are becoming increasingly active in social media to build their careers and grow their businesses.
  23. 23. Why Does Social Media Matter?
  24. 24. Social Media Goals Generate Leads & Build Loyalty
  25. 25. “I skate to where the puck is going, notto where it has been.” — Wayne Gretzky
  26. 26. The Facts Social media should be an essential component of every organization’s integrated marketing strategy, and every professional’s career and business development plans.
  27. 27. The Facts It’s irrelevant if you personally use or believe in the value. It’s what matters to your current and future clients, prospects, peers, colleagues and partners.
  28. 28. The Facts
  29. 29. The Facts Social media presents an opportunity for real estate pros to differentiate themselves and build strong personal brands that directly impact their success.
  30. 30. So what’s the ROI?
  31. 31. More important question:What is the cost of doing nothing?
  32. 32. How Do You Measure Success? It is NOT a direct ROI.
  33. 33. How Do You Measure Success? But it is measurable
  34. 34. How Do You Measure Success? •  Reach (followers, friends, fans) •  Referrals •  New clients •  Repeat purchases (i.e. loyalty) •  Engagement •  Website traffic
  35. 35. Section Summary •  Social media gives professionals the ability to generate leads and build loyalty. •  Social media is essential to connect with audiences and build personal brands. •  It’s not about the ROI, but it is measurable.
  36. 36. 7 Steps to Get Started 1.  Define and differentiate your brand. 2.  Profile your buyer personas. 3.  Know your goals (and theirs). 4.  Establish or enhance your presence. 5.  Listen and learn. 6.  Create value. 7.  Measure and evolve.
  37. 37. Define and Differentiate Your Brand
  38. 38. What is a brand?Brand = experiences + perceptions
  39. 39. Defining your personal brand •  What’s important to you. •  What do you value. •  Where are you going. •  What are you doing. •  Whom are you with. •  What do you buy. •  What do you think. •  What are you passionate about.
  40. 40. Profile your buyer personas.
  41. 41. Defining your buyer personas •  What are their goals and aspirations? •  What motivates and inspires them? •  What are their problems/pains/obstacles? •  How do they consume information (online and offline)? •  What/whom influences their buying decisions? •  Whats important to them?
  42. 42. Other buyer-persona criteria •  Geography •  Demographics •  Career •  Preferred communications •  Buying cycle •  Home style and features •  Budget •  DIYer •  Lifestage •  Technographics (social media activity)
  43. 43. How do you research personas? •  Draw on your experience. •  Analyze customer database. •  Monitor/participate in social networks. •  Ask them.
  44. 44. “Single Steve ”•  Budget: $175,000•  Age: 25-30•  Current Status: Renter•  Property Type: Single, townhome•  Current Community: Lakewood, Rocky River, Westlake•  Interests: Golf, nightlife, parks/rec•  DIYer: No•  Desired Location: West side•  Timing: Next 3 months•  Influencers: Parents, girlfriend, friends (not in that order)•  Technographics: Creator
  45. 45. “Newly Wed Wendy”•  Budget: $300,000•  Age: 28-35•  Current Status: Owner•  Property Type: Single•  Current Community: Medina, Strongsville, Brunswick•  Interests: Schools, shopping, dining, community center, parks, safety•  DIYer: Yes•  Desired Location: Southern suburbs•  Timing: Now•  Influencers: Spouse, friends, family•  Technographics: Critic, Conversationalist
  46. 46. Know Your Goals (and Theirs).
  47. 47. Your goals•  Create connections and build stronger relationships.•  Build your personal brand and profile within the industry.•  Stay on top of industry news and trends.•  Learn from your peers.•  Nurture referral sources.•  Expand your business development network.•  Monitor and engage with industry influentials/thought leaders.
  48. 48. Their goals•  Knowledge•  Confidence•  Peace of mind•  Trust
  49. 49. Establish or Enhance Your Presence.
  50. 50. Building powerful profiles•  Secure your name on major networks.•  Build your profiles to be found.•  Consider your personal brand and your buyer personas.•  Include photos.•  Pick your applications for monitoring and participation.
  51. 51. What NOT to do•  Pay for followers.•  Send auto-DMs on Twitter.•  Be too self-promotional (you want to balance between networking, self-promotional and property promotion).•  Be too general (you want to stick to your local market and niche audience).
  52. 52. Resources•  Twitter Strategy: The Incomplete Guide for Beginners — Paul Roetzer, PR 20/20•  6-Step Corporate LinkedIn Strategy — Tracy DiMarino, PR 20/20•  Foursquare, and the Mobilization of Social Media — Todd Carpenter, National Association of Realtors•  3 Tips for Building Your Facebook Network — Laurel Miltner, PR 20/20•  Facebook for Business Marketing Hub — HubSpot•  Twitter Marketing Hub — HubSpot
  53. 53. Listen and Learn.
  54. 54. Monitor connections and communities •  Set up Google Alerts. •  Subscribe to top blogs via emails and RSS feeds. •  Install phone and desktop applications. •  Join groups, “Like” pages and create “lists”. •  Follow influentials.
  55. 55. Create Value.
  56. 56. Participate and publish•  Share articles and ideas.•  Post updates.•  Provide tips and insight.•  Support communities and local businesses.•  Feature peers and competitors.•  Engage with audiences.•  Leave comments.•  Answer questions.
  57. 57. Measure and Evolve.
  58. 58. RECAP: 7 Steps to Get Started 1.  Define and differentiate your brand. 2.  Profile your buyer personas. 3.  Know your goals (and theirs). 4.  Establish or enhance your presence. 5.  Listen and learn. 6.  Create value. 7.  Measure and evolve.
  59. 59. Case Studies: Pros Integrating Social Media Into Their Businesses
  60. 60. Case Study #1: Carole CohenSource: http://www.clevelandrealestatenews.com/
  61. 61. Case Study #2: Jay ThompsonSource: http://www.phoenixrealestateguy.com/
  62. 62. Case Study #3: Teresa BoardmanSource: http://www.stpaulrealestateblog.com/
  63. 63. Resources •  National Association of Realtors - The NATIONAL ASSOCIATION OF REALTORS®, “The Voice for Real Estate”. •  REALTOR Magazine – the official magazine of the National Association of Realtors that offers real estate agent tips, trends, data and more. •  Speaking of Real Estate – Realtor Magazine’s blog that offers timely insights and observations from the editors of REALTOR Magazine. •  American Trust Escrow Blog – Technology Tip Tuesday – Tips for Realtors on technology, social media and internet marketing. •  RIS Media – The Leader in Real Estate Information Systems that is home to real estate publications, current news, preferred providers, events and RealTown’s social networking platform. •  Cyberhomeblog.com – Blog that covers real estate technology, ideas and professional insight. •  PR 20/20 Inbound Marketing Blog – The PR 20/20 public relations and marketing blog features trends, news, resources and technologies for underdogs and innovators.
  64. 64. Closing Thoughts •  Put their needs and goals ahead of yours. •  Be patient. Don’t give up! •  Be yourself. •  Build relationships and goodwill. •  Create value and elevate the industry. •  Have a plan.
  65. 65. Questions & Open Discussion •  What are your concerns and fears? •  How do you think social media will impact your careers? •  What else do you need to know to get started?
  66. 66. Thank You!Paul Roetzer, PR 20/20 www.PR2020.com paul@PR2020.com (216) 333-1242 Twitter: @paulroetzer

×