The document provides strategies for using Facebook to enhance brand presence and generate leads, highlighting the platform's rapid growth among U.S. adults. It features successful case studies from NYC agents who share diverse content while maintaining a balance between personal and professional posts. Best practices emphasize authenticity, consistent engagement, and the importance of thoughtful online presence to connect effectively with an audience.

1. Using
Facebook
to
Cultivate
your
Brand
and
Build
Leads

2. • Facebook
–
It’s
taken
over
the
world
wide
web
• How
NYC
Agents
are
Using
Facebook
• Creating
Your
Core
Brand
Foundation
• Knowing
your
Market
• Real
World
Takeaways

3. How
fast
is
Facebook
really
growing?
Very.

4. *Pew
Report
tracking
April/May
2013
Facebook
captures
1
in
every
11
internet
visits
in
the
US
57%
of
all
American
adults
use
facebook
66%
visit
daily
The
average
visit
to
Facebook
is
18
minutes
20%
of
users
earn
over
$100k
per
year
There
are
1.3
billion
users
73%
earn
over
$75,000
per
year
How
Facebook
is
taking
over
the
web
71%
of
online
adults
are
facebook
users,
up
from
67%
in
2012

5. Who’s
promoting
themselves
right?
Your
peers.

6. Kelly
Robinson
–
TOWN
Residential
• Diverse
posting
strategy
• Shares
family
and
friend
stories
• Shares
Real
estate
content
organically
without
pushing
a
sale
message
• Uses
professional
headshot
• Optimizes
the
Cover
photo
with
accomplishments

7. Claudia
Saez-­‐Fromm
–
TOWN
Residential
• Diverse
posting
strategy
• Shares
family
and
friend
stories
• Shares
Real
estate
content
organically
without
pushing
a
sale
message
• Promotes
her
other
marketing
materials
online

8. Michael
Meier
–
Meier
Group
• Diverse
posting
strategy
• Shares
family
stories
• Shares
Real
estate
content
organically
without
pushing
a
sale
message

9. Steve
Goldschmidt
–
Warburg
Realty,
REBNY
• Diverse
posting
strategy
• Shares
family
stories
• Shares
Real
estate
content
organically
without
pushing
a
sale
message

10. How
do
I
change
the
way
I’ve
approached
Facebook?
Find
your
voice.

11. Create
a
Brand
DNA
• Use
visuals
• Be
the
best
you
Topic/categories
Outline
4
or
5
main
categories
of
what
you
want
to
create
content
around.
•
What
interests
you
most?
•
What
will
you
have
fun
executing?
•
What
could
you
be
most
consistent
with?
•
What
do
you
want
to
use
social
media
for?
Build
a
core
foundation

12. Now
that
I
know
my
what
I
want
to
say,
how
do
I
say
it?
Promote
listings.

13. Marketing
• Share
Good
News
• Tell
a
Story
• Share
history
of
the
neighborhood
or
building
• Share
what
can
be
bought
for
the
same
price
• Focus
on
features
of
a
particular
listing
Marketing
Your
Listings

14. marketing
your
listings
Share
Good
News
Broker
Tour
Tell
your
friends
when
you
have
news
about
exclusives
and
when
you’re
touring
new
properties

15. marketing
your
listings
Tell
a
story
Make
your
lisFngs
approachable

16. marketing
your
listings
Give
Context
Focus
on
a
detail
Consumers
love
lists

17. Where
do
I
start?
Best
Practices
and
Takeaways.

18. Best
Practices
-­‐ Be
Professional
-­‐ Be
Personal
-­‐ Send
Connections
to
People
-­‐ Develop
tactics
-­‐ Engaging
Your
Audience
–
Do’s
and
Don’ts

19. Personal
Vs.
Professional
-­‐ Everything
on
the
Internet
is
public...
-­‐ Always
be
thoughtful
when
publishing
your
opinions
and
personal
life
on
the
Internet.
-­‐ Create
professional
image
–
It
is
important
to
ensure
making
your
page
more
attractive.
-­‐ Be
responsive
–
respond
on
Facebook
as
quickly
as
you
would
on
email
Be
Professional

20. Personal
Vs.
Professional
-­‐ Always
maintain
a
positive
demeanor
-­‐ Be
cautious
of
the
photos
you
share
(risque
clothing
or
behavior)
-­‐ Don’t
be
afraid
to
send
a
friend
request
to
a
client
with
whom
you
have
a
good
rapport
-­‐ Link
your
email
addresses
and
address
books
to
find
more
connections
-­‐ As
long
as
you
stay
top
of
mind,
they
will
remember
to
refer
you
to
friends
and
connect
with
you
when
the
opportunity
arises.
Be
Personal

21. -­‐ Don’t
be
afraid
to
send
a
friend
request
to
a
client
with
whom
you
have
a
good
rapport
-­‐ Use
the
“find
friends”
feature
to
find
more
connections
-­‐ Advertise
–
Advertising
on
Facebook
is
a
great
help
in
increasing
listings...
Connecting
with
People
]
Send
connections

22. Time
Management
Develop
Tactics:
-­‐ Define
your
own
specific
steps
to
take
-­‐ Outline
a
Monthly,
Weekly
and
Daily
posting
calendar
-­‐ Integrate
it
with
your
master
communication
plan
(email
marketing,
mailings,
brochures,
etc.
-­‐ Include
time
in
your
day
to
interact
with
other
people

23. Engage
Do
Be
Authentic
-­‐
Make
sure
you’re
honest
with
yourself
–
pretending
to
be
something
you’re
not
never
works
well.
Do
Communicate
Consistently–
post
3-­‐5
times
a
week
Do
Stay
Relevant
–
post
timely
articles
or
photos
that
are
of
interest
to
you
Do
Stay
Personal
–
Post
photos
of
family
and
friends
Do
Stay
top
of
mind
by
becoming
the
authority
(the
topic
is
up
to
you)
Do
Stay
in
people’s
news
feeds
by
posting
to
facebook
5-­‐7
times
a
week
Do
SHARE
Share
friends’
photos
or
status’
for
the
opportunity
for
more
shares
COMMENT
and
TAG
Comments
make
people
feel
more
special
than
likes.
Tagging
other
people
in
your
posts
brings
your
content
directly
to
their
attention.
Social
media
is
your
opportunity
to
engage
with
your
clients
on
a
regular
basis
DO’S

24. Engage
-­‐ Don’t
get
involved
in
political
rants
-­‐ Don’t
overshare...
There
is
such
a
thing
as
TMI
-­‐ Don’t
forget
your
privacy
settings
-­‐ Don’t
post
something
you
may
regret
–
Even
if
a
post
is
deleted,
it
stays
on
facebook’s
server
-­‐ Don’t
be
offensive
-­‐ Don’t
neglect
to
proofread
DONTS