Public Relations and Facebook Strategies for REALTORS
•
0 likes•184 views
This document discusses what public relations is and how it differs from advertising. It defines public relations as a way to communicate with media and the community without bombarding them with ads, to promote a business to new audiences, and to be recognized as a local expert. The document then contrasts the interruptive nature of advertising with public relations and provides tips on how real estate agents can implement public relations strategies like starting a press list, connecting with media, writing press releases, positioning oneself as a local expert, using social media like Facebook for networking, and using video.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Public Relations and Facebook Strategies for REALTORS
Similar to Public Relations and Facebook Strategies for REALTORS (20)
More from Maura Neill
More from Maura Neill (20)
Recently uploaded
Recently uploaded (20)
Public Relations and Facebook Strategies for REALTORS
- 2. What is Public Relations? • A way to communicate with the media and your community without blasting them with advertising messages • A way to promote your business to new audiences • A way to be recognized as the local expert
- 3. Advertising vs. Public Relations
- 6. 5,000
- 7. As Consumers, We: As Salespeople, We: • Skip commercials using DVRs • Subscribe to services with commercial-free music • Place ourselves on Do-Not- Call list • Throw out junk mail • Use spam filters and delete unread e-mails • Use pop-up blockers • Buy ad time on radio and TV • Teach new salespeople to prospect by cold calling • Send out “Just Listed” and “Just Sold” cards • Buy e-mail lists and send out newsletters to people who don’t know us • Buy online ads • Mail unsolicited mailings to geographic farms
- 8. Interruptive Marketing = Out of Control? How many SPAM emails per day? What do you do with Direct Mail? Do you have a TiVo or DVR device? • The drive to class this morning? • Wake up and delete – first act of the day? • Sort your mail over your trash can • Do you skip commercials? Is there a generational divide?
- 10. A Place for Advertising
- 11. • Advertising your listings • Fishing for new clients • Me, me, me! What Public Relations is NOT:
- 13. Start a Press List
- 15. Make Note of: • Name • Email addresses • Twitter handles • Publication/station for which they write/work • Type of article they write
- 16. Connecting with the Media The Best Ways to Connect • Old school: via email – still the best way to submit press release • New school: via social media channels, especially twitter
- 17. Establish Rapport & Credibility
- 18. Engage With Media Types • Introduce yourself • Compliment a recent story • Story ideas – a brief mention of your area of expertise • And of course, press releases... in the future • Converse with them on social media
- 20. • Google them • Connect with them • Invite them – Open houses – Unique homes – Client events Local Bloggers
- 21. Press Releases
- 22. Anatomy of a Press Release
- 23. Anatomy of a Press Release
- 24. Press Release Dos and Don’ts The DOs • DO write in the 3rd person • DO proofread for spelling, grammar and punctuation • DO stay on topic • DO include appropriate images – max of 3 • DO include two to three personal quotes • DO email your release in the body of an email (NOT as an attachment) • DO keep it short & concise – no more than 1 page
- 25. Press Release Dos and Don’ts The DON’Ts • DON’T give your entire personal bio – keep the information relevant to the subject of the release • DON’T underestimate the value of a great headline • DON’T send it more than one week before the event or your desired run-time • DON’T submit a release riddled with spelling, grammar & punctuation mistakes • DON’T forget the follow-up
- 26. Where to Send Your Release Reporter/editor Geography Subject matter
- 27. Getting the Word Out: When? When to Write a Press Release: • You’re hosting an event that will interest your area at large • You’re hosting an event that will benefit a local group or charity • You’ve won a prestigious award OR you’ve hit a major milestone in your career (keep in mind that self- serving press releases like these should be reserved for MAJOR accomplishments) • Other major newsworthy piece
- 29. Press Release Worthy? Would you write this press release? I got a new listing!
- 30. Press Release Worthy? What if it’s a piece of history?
- 31. Press Release Worthy? Would you write this press release? I had a closing!
- 32. Press Release Worthy? What if it’s a record-breaking sale?
- 33. Press Release Worthy? Would you write this press release? I was #1 in my office this month!
- 34. Press Release Worthy? What if it’s a major award?
- 35. Press Release Worthy? What if it’s a major award?
- 36. Be the Local Expert
- 37. PR is Hyper-Local Ask yourself: • Where is my area of expertise? • What is my niche? • Why should others see me as the expert? • How can I position myself as the expert in my market? • How can I communicate my expertise to the media & consumers?
- 39. “Always have something to sell, but don’t always be selling.” ~ Chris Brogan
- 40. ..to this? How did we go from this:
- 41. Potential Clients Will Find You On Facebook • Give them something to see • Let them get to know the “public” you • Create trust, authenticity, and credibility • Keep it to the 80/20 rule – put some personal info out there (but still, only things you feel comfortable sharing publicly)
- 42. You Can Go Public Without Giving Up Your Privacy Use the options Facebook gives you to create a Public Profile within your personal profile
- 43. Letting Facebook Do the Work For You Make a Facebook list that includes all of your past & current clients; then peruse for: • Find birthdays and anniversaries • Learn hobbies, interests, books, movies, music • Use what you see on Facebook + what you already know about them • Share articles, books, points of interest • Result: excuses/reasons to get in touch
- 44. Why F2F?
- 46. Why Does Networking Fail? • Inherently NOT social • One-sided • Lacks authenticity • Follow-up is forgotten
- 47. How Facebook Helps • Treasure trove of info • Engagement • Can bring you F2F • Follow-up is easier
- 48. Get on Video
- 51. Video for PR People love videos – here’s why: • See your smile, hear your voice • Shows your personality • Shows your on-camera skills • Builds: – Trust – Credibility – Likability
- 52. Consumers & Video • Increase length of time they’re on your site • Increase your likelihood of being found • Build trust and credibility • Help potential clients feel like they know you
- 53. Video Tips • DO a few practice runs • DO find your best light and test the sound • DO get over “not liking” yourself on video • DO stick to your area of expertise – talk about what you know • DO post to YouTube and then share via your blog, social media, etc. • DON’T underestimate the power of video
- 54. How Should We Be Using Video? • Lead Response Video • Video Testimonials from Clients • FAQs (Frequently ANSWERED Questions) • Neighborhood Videos • Videos of Events • In moderation: – About Me/Us – Fun
- 55. Let Your Clients Do Your PR
- 56. “We take most of the money that we could have spent on paid advertising and instead put it back into the customer experience. Then we let the customers be our marketing.” ~ Tony Hsieh, CEO, Zappos.com
- 63. Facebook Live • Live previews of new listings • Open house announcements • Updates about important issues
- 64. $50
- 65. Get Personal • What makes you YOU? • Why should consumers want to work with you? • What are your CORE VALUES?
- 68. HARO (Help a Reporter Out)