The document discusses using social media for real estate marketing. It provides an overview of inbound marketing and compares it to outbound marketing. It then examines several social media tools (website, video, Facebook, LinkedIn, Twitter, Pinterest) and provides best practices and tips for using each tool for real estate marketing purposes. The goal is to engage customers through helpful and useful content rather than overt sales pitches.

1. Real Estate Marketing with Social Media
Marketing Tools in a New World

2. Who am I?
• Director of Marketing & Communications at
AmeriFirst Home Mortgage
• Website growth
• Social media growth
• ~10% of business now from ‘me’
• To back it up – featured by: HubSpot, LinkedIn, Social
Business Engine, Digital PR Guidebook (PR News),
How to Measure Social Media, Jay Baer, more
http://theinboundevangelist.com/about-dan-moyle/dan-moyle-featured-in/
@danmoyle

3. Marketing in a New World: Inbound
Source:
marketinggovernance.com
@danmoyle

4. Marketing in a New World: Inbound
What is Inbound Marketing?
• Inbound marketing refers to marketing activities
that bring visitors in, rather than marketers having to
go out to get prospect's attention. Inbound
marketing earns the attention of customers, makes
the company easy to be found and draws customers
to the website by producing interesting content.
Source: Wikipedia
@danmoyle

5. Marketing in a New World: Inbound
What is Inbound Marketing?
Source:
hubspot.com
@danmoyle

6. Marketing in a New World: Inbound
Inbound vs. Outbound Marketing
Source:
Flickr user ShoutPut
@danmoyle

7. Social Media in Marketing
Social Media: Don’t “Always Be Closing”
@danmoyle
Be helpful
• Answer questions, solve problems
• Share success stories
• Your customer, not you
Engage in the conversation
Promotion rule: 70/20/10
• 70% industry news/helpful tips
• 20% curated “other” content
• 10% self promotion

8. Social Media in Marketing
Social is as social does – how do YOU socialize?
@danmoyle

9. 6 Social Media Tools and Their Uses
• Website/blog
• Video
• Facebook
• LinkedIn
• Twitter
• Pinterest
@danmoyle

10. 6 Social Media Tools and Their Uses
Your Internet home base: website & blog
A blog is “social”
• Content is shareable
• Comments are a community
• Helpfulness (don’t “always be closing” or selling)
92% of companies who blogged multiple times a
day acquired a customer through their blog
http://www.hubspot.com/marketing-statistics
@danmoyle

11. 6 Social Media Tools and Their Uses
Video
• Why YouTube is social
– Helpful videos (home buying tips to foster trust)
– Fun videos (may lead to a viral hit, but don’t focus
on viral)
– Home tours
*Hire a professional – good video is vital
@danmoyle

12. 6 Social Media Tools and Their Uses
Video Tips from the Trenches
• Just start – don’t be afraid
• Be patient – it’s a marathon, not a sprint
• Have the right tools – tripod, audio, lighting
• Save money: hire internally when possible
• Video is social – think of TV anchors in your home
• Video is searched – Google owns YouTube
• Embed on your website
@danmoyle

13. 6 Social Media Tools and Their Uses
Facebook
• Utilize your personal connections
– Engage in conversations, birthday wishes
• Personal vs Professional & your splintered
audience
@danmoyle

14. 6 Social Media Tools and Their Uses
Facebook: How to create a business page
@danmoyle

15. Facebook: How to create a business page
@danmoyle

16. Facebook: How to create a business page
@danmoyle

17. Facebook: How to create a business page
@danmoyle

18. Facebook: How to create a business page
@danmoyle

19. Facebook: How to create a business page
@danmoyle

20. Facebook: How to create a business page
@danmoyle

21. Facebook: How to create a business page
@danmoyle

22. 6 Social Media Tools and Their Uses
Facebook: How to grow your audience, what to share
@danmoyle

23. 6 Social Media Tools and Their Uses
Facebook: How to grow your audience, what to share
@danmoyle

24. 6 Social Media Tools and Their Uses
LinkedIn
• Connect with other professionals: Become a
thought leader
• LinkedIn groups are the golden chalice
– Groups connect you with others organically
– Be social, not “selly” or spammy
@danmoyle

25. 6 Social Media Tools and Their Uses
LinkedIn: Tips & Tricks
1. Professional-looking profile picture
2. Use your headline creatively (not just a job title)
3. Summary: a narrative space
4. Contact information: website, email, phone
5. Customize your profile (the order is editable)
6. Personalize your profile (reading list, interests)
@danmoyle

26. 6 Social Media Tools and Their Uses
Twitter
• Always on – a constant conversation, but good
connections
• Winter storm & a soldier’s return home
• Screenwriter’s Karaoke
@danmoyle

27. 6 Social Media Tools and Their Uses
Twitter: Best Practices
1. Be available: push notifications on your phone
2. Conversation: answer replies
3. RTs, @ replies, DMs
4. DO NOT auto-DM
5. Photos create more engagement
6. Mix it up!
@danmoyle

28. 6 Social Media Tools and Their Uses
@danmoyle
Pinterest
Pinterest is a visual social media
platform. According to Pinterest:
Pins are visual bookmarks for good
stuff you find anywhere around the
web or right on Pinterest.

29. 6 Social Media Tools and Their Uses
@danmoyle
Pinterest Facts

30. 6 Social Media Tools and Their Uses
@danmoyle
Pinterest Facts
With an average of 1.36 million users daily, the social
photo pinboard has taken the web by storm, and top
online retailers are following suit. Who are these feverish
pinners? According to full service agency Modea, the
majority are female mothers — 28 percent have a
household income of $100k+
Source: mashable.com

31. 6 Social Media Tools and Their Uses
• The home in general, not a listings website
• Each “board” can represent a room, style, tip
• Use your blog as fuel for pins (traffic to your site)
• Pinterest is visual & social – use it
• People love their home – help them love it more &
you will win an audience
@danmoyle
Pinterest Tips

32. Social Media FAQ: Do I Need to Be Everywhere?
• Choose your medium and work it
– Visual? Go with Pinterest
– Family & friends? Facebook
– Random conversations? Twitter
• Selling vs Social – what’s your goal?
@danmoyle

33. Questions
• danmoyle.com
• Twitter: @danmoyle
• www.AmeriFirst.com
@danmoyle