To begin, social media are online tools which have been designed to enable individuals, groups and businesses to communicate and share information freely. The days of using traditional forms of advertising are slowly becoming more obsolete moving into the 21st century as these mediums can only communicate AT your target audience and not with them, like social media. This is why it is becoming increasingly important for real estate professionals to understand how to use this powerful tool in order to remain competitive in this industry. In real estate particularly, agents are using social media for several different purposes. They use social media to communicate with other agents and share information or resources. It is also a great way to learn about any events that are going on in real estate, even in your area. Social media is also a powerful tool in communicating with home buyers and clients, you can use it to share information that you feel is relevant to a home buyer, or to just keep in touch and see how things are going with a client’s new home!There are several resources available to agents to get involved in the online community, there are 3 that I want to highlight which should be used in everyone’s social media arsenal in some way shape or form! In real estate it is becoming increasingly important to use all 3 because if executed professionally and properly this will help to build your credibility as an agent in the eyes of a home buyer. Facebook is a great resource to share information with home buyers and past clients, it’s also an amazing tool to keep interested home buyers up to date on the news and happenings of your area of expertise. You can create a free business page and use this as a hub to communicate information to home buyers. You can post pictures of listings and share local news with your fans and use this as a hub to communicate frequently with home buyers.Think of twitter as an online newspaper that is customizable to give you information only on what you WANT in real time. It’s also a great networking tool to communicate with other real estate professionals and stay in touch with all the latest news and trends. YouTube is THE it tool at the moment and expect to see this get even bigger with the introduction to online video being used in marketing. You can watch, upload and share videos and it is a great tool for agents to communicate their expertise to home buyers.
Social media can accomplish so much more than a park bench advertisement.Having your face and contact info spread across a park bench may have been a strategy that has worked in the past but there are so many pitfalls to oldschool forms of advertising. It is expensive, traditional forms of advertising, especially if you’re an agent who has their face on a bus, or a billboardwill cost you thousands, even tens of thousands of dollars but the question is does this generate quality leads? With over 80% of home buyers taking to the internet for their search (including search for an agent), what good is it to have your face on a billboard, or in the newspaper? They likely aren’t going to remember your number or your name anyway. It may sound harsh but in the coming years you will see these forms of advertising be less and less effective as more people engage in social media online and with the advancements of mobile technology. Oldschool advertising is a one way conversation; it’s the agent giving limited information that YOU want them to see. It doesn’t enable the home buyer to search more information, to communicate with you immediately and most importantly conveniently. How often do you see someone give you a call at the bus stop because they saw your face on the side of a bus? Likely, not often. Which brings me to my next point…Oldschool advertising limits the information you can provide and more importantly limits what your home buyer is seeing and learning about.
David Beaton: http://www.facebook.com/pages/Whitby-Shores-Community-Updates/183741698331944?sk=photosKelly mitchell – hawaii realty:http://www.kellymitchellgroup.com/home.asp
Social media allows agents to engage with home buyers and to learn more about them and their needs, interests and so on. It also opens the avenue to communicate with them and helps to build and maintain a relationship which can lead to future business. As an agent, you can also use online analytics to track the progress of your social media efforts and gauge the popularity of your pages, or posts to your blogs if you have one something traditional advertising cannot achieve. Social media is measurable and is a great tool to help you track where your leads are coming from. Tools such as Facebook and Twitter, allow you to promote your business to home buyers and your colleagues, it’s great for sharing information about your expertise, your awards and which neighbourhoods you specialize in. You also can share pictures of your listings, virtual and video tours and any open houses you’ve got coming up. It is also a great tool for referrals amongst home buyers and agents alike and makes it much easier and convenient to do so!
As I promised I would get into some video basics and how you can use video in your social media strategy. I’m sure many of you have been hearing that video is such a powerful in captivating your audience and it’s not without reason. I’m not going to bore you all with stats but in a nutshell, it is the most powerful tool out there in generating leads and converting them into customers. In real estate, video enables you to communicate your expertise in specific topics of interest to home buyers, what I find interesting though is that old school mentality of many agents saying that all they need are listings and virtual tours. Be careful not to fall into that trap if you’re embarking on boosting your online presence, like traditional advertising listings and virtual tours can only accomplish so much. With the majority of home buyers searching online for an agent, you need to be able to prove that you’re worthy of their trust and creating a video or video series speaking about your expertise in real estate is the best way to do exactly that. Check out some of our notes on video marketing at our Facebook page, you can find some additional details and ideas there! There are endless possibilities on what you can cover in a video but it’s important to think what would you want to learn from your agent in the home buying process? It’s not a bad idea to share information on schools, parks or shopping centres in the areas your listings are located in, as these are important factors people consider when moving. It’s also a good idea to share what community life is like or if you’re selling a condo, try sharing the features of the building, maybe it has a new gym, or an indoor sauna. It is also important to share information on yourself and your experiences as an agent, people want to get to know you before they choose you as their agent and video is a great way to get that message across. Most importantly though, remember to be yourself because there is nothing worse than seeing someone who is trying too hard to get your business. If you are camera shy, like myself, there’s still hope for us shy ones! There are agencies out there who can produce montage videos which are a collection of images put together to form a video most will offer a voice over service as well so all you gotta to is sit back and relax! So you’ve got a video, or several videos….now what do you do? If you have a YouTube account start there, upload your videos then share with your community! Tweet about it, promote it on Facebook, email the link to your colleagues and friends! There’s really no secret formula, just get to it all you need is a bit of time and the willingness to share your video! Example, Farrell MacDonald, real estate bio http://www.youtube.com/user/RealAgentVideo?feature=mhum#p/u/12/24hXsdX_dEs
Just because you are online and it’s a virtual setting, meaning no face to face contact for the most part, doesn’t mean you can take advantage of this! The online community can have an impact on your business both positively AND negatively so proceed with caution and common sense. Respect people’s privacy online, it’s that simple. You wouldn’t appreciate someone constantly nagging at you for your business would you? Use your common sense and business etiquette when reaching home buyers who are fans of yours on social media, even those you are trying to reach but haven’t yet met, you don’t want to scare people because you will be surprised how easily bad news can spread online. Listen to what the online community is saying and THEN communicate, there is nothing worse than saying something completely inappropriate to people who trust you finding them a home, or even to your fellow colleagues in real estate. You don’t want to be a talking billboard, don’t talk AT people but instead try to engage in a normal conversation, ask questions get some discussions started, it’s much easier than you think to accomplish this, especially if your online fans respect you!
The tools you focus your efforts most on will depend on what you want to achieve online. If you want to use social media to connect with fellow agents and keep up to date on real estate news, Twitter might be the better expenditure of time as opposed to Facebook. If your goal is to keep in touch with home buyers and past clients, Facebook would be the better avenue to use. Whatever your goal is, it is important to try and spread your presence across all social media channels because this will increase your chances of getting seen online and this also adds credibility because it shows home buyers that you put effort into your business and they can view this of reflection on how you will treat them in the home buying journey.As an agent you need to determine what your goals are in real estate, the appearance of your social media tools might vary depending on the type of home buyer you want to attract. For example, an agent who focuses on selling luxury real estate will have a slightly different strategy and online image than an agent who is selling homes in a family-based community. The content you share may also vary depending again on what type of home buyer you would like to reach out to. Please check out some of our posts on social media on our Facebook page, I’ve put up some resources to help you out, I’ve also got some additional info available if you would like a copy please contact me after this presentation and I’ll pass those along for you! All in all, there really isn’t a golden rule to which social media tools you should use, again it depends on what goal you are trying to achieve. There are countless number of tools available both free and those that charge a fee but for the most part you can find social media tools online for free if you take the time and effort to look for them. The info pack I’ve got available has a list of some great free tools that you can try using, again shoot me an email or a message in the chat window and I’ll send those over to you!Social media requires, patience and time, lots of it! One common misconception about getting on Facebook, or Twitter is that you will instantly have hundreds of fans and followers in a week. Social media success does not come over night unless you’re Justin Bieber but I can guarantee that if you put in your time and really give this a go, you will reach your goals! The best thing once you’re established and comfortable communication via social media, is that it can actually be a ton of fun and is a great tool to build new relationships!
Video and Social media in real estate
Social media basics<br />An introduction to social media for real estate<br />
Agenda<br />Social Media – The basics <br />Pitfalls of traditional advertising<br />Great examples to learn from<br />Social media and video<br />Etiquette… because we all need manners sometimes<br />Developing a social media strategy<br />
Social media – what the ‘bleep’ is it?<br />What is social media?<br />Definition<br />Common uses<br />Social Media websites<br />Facebook<br />Twitter<br />YouTube<br />
Why Old-school Advertising Isn’t Enough <br />It is expensive $$$<br />More home buyers go online to search<br />It’s a one way conversation <br />Limited information <br />
Social media in real estate<br />David Beaton – “Whitby Shores”<br />Kelly Mitchell – “Kelly Mitchell Group Hawaii Realty” <br />
Using social media for your business<br />Engage with home buyers<br />Track your progress and leads <br />Promote yourself and your properties<br />Referrals<br />
Incorporating Video<br />Why is video so darn good for business?<br />What should I talk about? <br />What do I do once I have video?<br />Good video examples <br />
Good Video Basics<br />Inform vs. advertise<br />Clear audio<br />Proper lighting<br />Uncluttered background <br />Dress professionally<br />
Social Media Etiquette Basics<br />Privacy<br />Conversational rules<br />You need to listen AND communicate<br />Don’t “tell” be “engaging” <br />
Developing a social media game plan<br />What are your goals?<br />How can you use social media to fit your “brand”<br />Which tools do I use?<br />How long until I see results?<br />
Recap – social media basics<br />Just jump in, social media is best learnt by doing<br />When in doubt, try seeing what other realtors are doing / have done<br />Be mindful of the online community, it is a powerful force<br />Remember, your social media presence is an extension of your brand and yourself!<br />
Thank You <br />Please share any questions you may have!<br />For a copy of this presentation please contact:<br /> Sandy@realagentvideo.com <br /> Office phone: 416-229-2085 <br />