This document provides an overview of social media influencing and best practices for commercial real estate professionals. It discusses how anyone can become a social media influencer by building trust and sharing relevant, engaging content. It also reviews the key social media platforms of Facebook, Twitter, Instagram and LinkedIn and provides tips for using each effectively, such as keeping tweets short, using hashtags and visual content on Instagram, and completing a thorough profile on LinkedIn. The goal is to build followers, engage with audiences and position oneself as an industry expert to generate real estate leads and business opportunities.

1. BE AN INFLUENCER
SOCIAL MEDIA 101

2. Social Media Explained with

3. Why Social Media
• Social media is valuable, &
essential for many businesses
• Where do you stand? What are
your goals for social media.
• Are you ready to take sales &
networking to the next level?
What To Expect TODAY!
• Social Media Influencing
• Social Media basics and best practices of Facebook, Twitter,
Instagram, and LinkedIn

4. SOCIAL MEDIA INFLUENCING
• An influencer is someone who can influence others.
• Influencer marketing is a form of collaboration with an
influential person to promote something
• Today’s digital social world, opens doors for everyday
people to be influencers and content creators with
niche audiences

5. Influencer Marketing in CRE
• Social Media marketing & Age | Opportunity for everyone
• It is more than generating leads, it’s about creating the pipeline, the
influencer channel and the following that equals success with influencer
marketing
• Reach beyond your usual target
• Become the go-to real estate expert
in your industry
• Leads will follow a strong following

6. • Relevance – A Relevant influencer shares content relevant to your
business and industry.
• Reach – The number of people you could potentially reach through your
social media platforms
• Resonance – The potential level of engagement the influencer can
create with an audience
The Three Rs of Influence :
1

7. • Your posts can’t be all things to all people.
• Effective strategies requires you to speak to the
right people using the right platforms
• You must friend, connect & engage
Know who you’re trying to influence:
2
• The key is trust
• Build trust by sharing more about who you are, what
makes you passionate about your industry, hobbies,
family, etc. Become a story teller to your audience
• What makes you connect and follow others on
social media?
• Be consistent with your tone and values
Aim for engagement and trust with the right
audience
3

8. CRE Influencer Case Study

9. CRE Influencer Case Study

10. CRE Influencer Case Study

11. • Set realistic goals (post 3-4x a week & engage with others to get traction )
• Get on the right social platforms (Frankie will speak more to this..)
• Set your “Pillars” Example: NAI Maestas & Ward’s Pillars:
– Company (brand, our staff, events, departments, etc)
– Brokers (testimonials, thought-leader articles, highlights, etc.)
– Properties (sold, for sale, for lease, client highlights, etc.)
– Economic Development (industry topics, CRE related articles, context)
– Community (we are only as strong as our community)
• These pillars calendar themselves out from Monday through Friday
Got it! What’s next?
4
What are your professional and
lifestyle pillars?
Write them down and let them
influence your posts.

12. NAI Maestas & Ward is a Social Media Influencer

13. Learning Objectives
1. Understanding social media accounts
2. Construct social media posts that work best for each social media
platform
3. Apply best practices to gain followers and get engagement

14. Anatomy of a Broker

15. 87% of CRE
brokers are
searched for
on Twitter

16. Twitter: What’s the big deal?
• Twitter is a global platform for users to share thoughts, news, ideas,
jokes in 140 characters or less.
• Users can “follow” each other to keep tabs on people
• “Trends” occur when people tweet about the same topic or join in on a
larger conversation using hashtags (more on that later…)
• Everything on Twitter is public unless you “protect” your tweets
Important lingo to know
• Tweet
• Retweet
• Feed
• Handle
• Mention
• Direct Message (DM)
• Hashtag (#)

17. Ready to join the Twitterverse?
Getting set up
• Your handle is your calling card – unless you’re a
brand, use a version of your name
• Use your bio to provoke interest and let people
know what you’re going to bring to their Twitter feeds
• Make yourself easy to recognize in your profile
picture
• Build your audience
Tweet Tips
• Keep tweets to around 180 characters
• Avd. 2 mny abrvs.
• Shorten links by using a service like bit.ly
• Add pictures where you can!
• Avoid tweeting sprees
• Don’t just push out information - join a larger conversation
– See what hashtags are trending and add your insight
– If you’re at an event, use that event’s hashtag to connect
with other attendees (shameless plug: #GotSpace)

18. The visual world of the
city skyline, hidden
architectural gems, and
new office spaces is now
available all within the
app.

19. Fast, beautiful photo
sharing
• Instagram is an online mobile photo-sharing, video-
sharing and social networking service.
• The fact is, images are essential to commercial real estate
marketing. As an image-based platform, Instagram is a
tool that commercial brokerages, asset managers and
financiers should no longer ignore.
• In today’s fast-paced world, building a brand is about
getting as much marketing as possible and Instagram,
which remains the fastest-growing social media platform
in the world, has become a hotbed for visual images used
to market products in the other luxury industries such as
restaurants and hotels–now the CRE community can also
make significant strides using a similar approach.

20. • Take advantage of the Explore button to find new users
and hashtags to follow.
• Post 2 to 3 times a day if post is relevant
• Use hashtags to gain followers.
1. #selfie
2. #nofilter
3. #TBT (throwback Thursday)
• Making your profile private allows user to control who follows
your posts.
• :03-:15 videos can also be posted to Instagram | IGTV
InstaTips
CRE Hashtags
#GotSpaceUSA #GotOfficeSpace
#CRE #InvestinNewMexico
#InvestinNM #505CRE
#EconomicDevelopment
#NMTrue #OfficeSpace
#OfficeSpaceforLease
#OfficeSpaceforSale
#MoreThanABroker
#Justlisted #SiteSelection
#Business #DealMaking

23. Facebook

24. King of the Social Networks
• Over 1.7 billion active users around the world
• Smartphone users check their accounts
• 901 Million small businesses use FB’s services pages, Groups
& Mesenger
• 48% of young Americans said they found out about news
through Facebook
15 times a day

25. Facebook Posts - How To
• Tagging someone in a post or Page
– Use @ symbol, then type name  suggestions might auto-populate
– When commenting on a post, you can link to someone in your
response by following the same steps
• # Hashtags
– Turns topics and phrases into clickable links in your posts
– Use search bar to find posts about topics you’re interested in
– Must be written as a single word, without any spaces
– You can include numbers in a hashtag, but punctuation and special
characters (like $ and %) won't work
– #gotspace #GotOffice #GotRetail #GotIndustrial
• Share Our Stuff!
– No need to come up with your own content
– You can add your own perspective

26. Getting the MOST Engagement with your Posts

27. Facebook

28. LinkedIn
• Manage your professional identity. Build
and engage with your professional
network. Access knowledge, insights
and opportunities.
• 300 million+ members
• Set-up your free profile (there are paid
options as well).
– Select a “professional” color photo of
you looking direct to camera.
Creativity can work, but can also
backfire.
– Complete your personal profile
thoroughly and honestly – this is
your online resume.
– Connect to all your past and current
contacts.
• Reach out to your contacts from time to
time or endorse their skills.
• Participate in groups.

29. Where should you post your status?

30. Recap
1. Create social media accounts
2. Construct social media posts that work best for each social media
platform
3. Apply best practices to gain followers and get engagement
Become a social media guru now! Download the conference app or watch
the social wall to see if one of your posts gets featured!
Join the conversation using:
#GotSpace

31. Wrap-up & Q&A