Using social media for real estate marketing.

1. Real Estate
Marketing
Through Social
Engagement

2. 2013 Socialnomics

3. Course Objectives




Conform your web-marketing to Code of Ethics
and Commission regulations
Understand how the Code (and Idaho Statutes)
defines acceptable advertising
Understand information expectations and
explore new media-based communications
Adapt current marketing practices to the new
web realities

4. Part 1
Ethical and Legal
Guidelines

5. Acceptable Advertising
Article 12
Be Honest and Truthful
 Present a “true picture”
 Reveal your professional status as a
REALTOR® licensee to anyone wanting to
work with you or who is receiving any
business communications from you.


6. Acceptable Web advertising
 Website
content must be accurate
and current.
 Agent or team sites must display the
name of the firm and their state of
licensure
Do you have SM advertising policy for
your brokerage and /or team?

7. Blogs are advertising
 May
not repost false or misleading
statements
 Must take action if its your blog
 Must have “authority” to advertise

8. Biggest Website Issues
 Failing
to identify the firm and state
 Extracting individual listings from IDX
feed and reposting on another
channel
 Having outdated or inaccurate listing
information

12. Idaho Law
Advertising must not be “misleading”
Which means… a distinct probability
that such information will deceive
those it is intended to influence.

13. Part 2

15. Traditional advertising theory is defunct
Content that inspires consumer
confidence is determined in a
social context

16. “Why should I embrace social media in my
business marketing”?
Buying a home is a shared social experience.
Marketing is creating followers.
We are starving for Its where people go for recommendations.
reliable information.
Advertising is getting attention.
Knowing what my friends think makes it easier for me to decide.
It‟s all about referrals.
Builds spheres of influence.
We <3 testimonials.
There‟s too much information to manage alone.
…and most of it is junk.

17. Social Media Strategery
Your client asks: What are your strategies for marketing
my property?

“Fliers, open houses and a website are so last
century.”
True or False?

“Is social media a part of your plan?”
» Demonstrate the social media savoir faire necessary
Rehearse your SMR (social media rant)
Hint… Posting once a month on your Facebook business page
doesn't cut it.

18. Social Media Strategery
How big is your social following?

1,000 twitter followers = 20,000 eyeballs on your listings.
» That‟s more exposure than a flyer or open house will get you.
One tweet to plug your home and it is on the radar of thousands
of people.
Who follows you and how engaged are they?

Your online tribe isn't the largest, so make it be an active
targeted demographic.

Actively encourage local businesses, past clients and even
other real estate professionals to become fans.

Fans have “liked” your page and actively choose to read what that
you post.

19. Part 3
Part 3
So…
how
do I do
this?

20. Demonstrating genuine engagement is the
key…listen and respond.
Collaborative Search users combine their efforts
in information retrieval (IR) activities, share
information resources collaboratively
using knowledge tags, and allow experts to
guide them through their searches.
Collaboration partners do so by providing query
terms, collective tagging, adding comments or
opinions, rating search results
http://www.realtor.com/collaborate/

22. » Posts should remain professional, while providing facts
that are relevant to or help potential clients relate to
the broker.
» The fact that someone tried a new wine is OK to post,
but the fact that they "went out drinking" would not be
OK.

24. Epic Tweets

25. How REALTORS® are using social media
• Stay connected with one another
• Stay connected with current customers and
clients
• Expand their sphere of influence
• Make themselves more findable
• Brand building, reputation management

26. Using the new channels
 Define
your niche
 Find your sweet spot
 Drive traffic to your web page
 Be valuable
 Build your database

27. 1.
Aim at something
» Successful campaigns have clear objectives and
success criteria.
» They‟re targeted.
» You MUST think through what you‟re trying to
achieve, the audience you want to engage, and
forge your plan accordingly.
Will you be targeting first-time buyers?
Will you focus on condos and townhomes?

28. 2.
Make your Point
Brand awareness building campaigns
cost $$$
Play to your strength
Content = value
» The cornerstone of an effective social media
campaign is great content presented in an engaging
way.

29. 3.
Measure and Manage
 Use the analytics God gave you
 Drive traffic to your website
 Its all in the metrics

30. 4.
Do something memorable
 Touch a nerve
 Stir the pot
 Inspire someone to greatness
 Make „em laugh
 Tell a great story

31. 5.
Deliver great content
 Take the time to do it right
 Be sincere
 Connect to your audience

32. 6.
Engage
 Take the time to do it right
 Be sincere
 Connect to your audience

33. Choosing your channels
 Facebook
 LinkedIn
 YouTube
 Pinterest
 Twitter
 Realtor.com

34. Social is a two way street
It’s a limitless repository and you have
the pin