Uploaded byMatthew Rathbun
Realtor Technology Risk Management
This document provides information about leading in a Web 2.0 world. It introduces Matthew Rathbun and lists his real estate credentials and designations. It then discusses various topics related to using technology and social media in real estate, including statistics on how consumers find real estate agents and properties online. It also covers legal and ethical considerations for real estate professionals using blogs and social media. Throughout, it emphasizes engaging consumers online and the importance of having written social media policies for real estate agents and brokers.
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Realtor Technology Risk Management
- 1. Leading in a 2.0 World Matthew Rathbun, Licensed Broker ABR, ABRM, ASR, AHWD, CSP, CNE, e-PRO, QSC, GREEN, GRI, SRES Eco-Broker Director of Professional Development This work is in the Public Domain. To view a copy of the public domain cer;fica;on, visit h>p:// crea;vecommons.org/licenses/publicdomain/ or send a le>er to Crea;ve Commons,
- 2. YouTube Moment Think Differently 2
- 4. THE WHY OF TECHNOLOGY 1% 38% 1% 2% 5% Internet (38%) 6% Realtor (33%) Yard Sign (14%) Home Builder (6%) Friend/Relative (5%) 14% Knew Seller (2%) Flyer/House Book (1%) 33% Print Media (.87%) Source: 2008 NAR Profile of Buyer and Sellers
- 5. Hacker Ethics Hackers: Heroes of the Computer Revolution Steven Levy - 1984 Access to computers—and anything which might teach you something about the way the world works—should be unlimited and total. Always yield to the Hands-on Imperative! All information should be free. Mistrust authority—promote decentralization. Hackers should be judged by their hacking, not bogus criteria such as degrees, age, race or position. You can create art and beauty on a computer. Computers can change your life for the better.
- 6. “Failing to make a decision to change is SWANEPOEL REPORTS simply not an opBon – the market will make one for you.” (2008 Swanepoel Report) “GeneraBon X and Y are growing up with a poor percepBon of the real estate industry.” “They believe they can and should fix it.” (2008 Swanepoel Report)
- 7. THE WHAT AND WHY OF REAL ESTATE 2.0
- 8. Facebook Demographics • 170% Growth in 35-‐45 year olds in past year • Average age of a user is 32 • Majority are College Graduates • Largest increase of users are those over 55 in the past year • 500+ million ac;ve users • Average users have 130 friends • 50% Users Update Daily • Over 700 Billion minutes spent on Facebook daily – Source: h>p://www.facebook.com/press/info.php?sta;s;cs
- 9. What is Social Media? Social media is with other people on the people talking internet!
- 10. YouTube Moment SocialNomics 10
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- 12. Consumers are onlinetalking...
- 13. They are talkingabout... 13
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- 16. yes, even yourcompany.
- 17. MarkeBng is a ConversaBon
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- 19. • Click to edit Master text styles 19
- 20. YouTube Moment United, United 20
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- 23. Engage Educate Edify 15:1 Engage to Pitch Ra;o 23
- 24. THE WHAT AND WHY OF REAL ESTATE 2.0 • “87% of Brokers feel that servicing smarter and more informed consumers as their largest concern.” • Swanepoel
- 25. VIRGINIA -‐ DEFINING TECHNOLOGY Virginia Code 18VAC135-20-190 “Advertising” means all forms of representation, promotion and solicitation disseminated in any manner and by any means of communication to consumers for any purpose related to licensed real estate activity. Disclosures Required: 1. Firm’s name, city and state of office 2. Licensee’s Name 3. License Status 4. Jurisdiction(s) Licensed
- 26. VIRGINIA -‐ DEFINING TECHNOLOGY Virginia Code 18VAC135-20-190 All Advertising must be under the direct supervision of the principal broker or supervising broker... The firm’s licensed name must be clearly and legibly displayed on all advertising. Online Advertising (Section C of the Code) 1. All Online Adverting applies to this Code 2. E-mail message are included in regs 3. Instant Message are included 4. Chat and Internet based Dialogue 5. The “web” 6. Voice Over Net 7. Banner Ads
- 27. VIRGINIA -‐ DEFINING TECHNOLOGY Virginia Code 18VAC135-20-190 All On-line Listings must be kept current and consistent as follows: Ads must be consistent with Property Descriptions and ACTUAL Status Reasonable effort must be made in a written, timely manner for third parties to update listing information. All listing information shall indicate in a readily visible manner the date that the listing information shown was last updated.
- 28. VIRGINIA -‐ DEFINING TECHNOLOGY Virginia Code 18VAC135-20-190 ✴Section D – Prohibited Activities ✴ Implying that the property listed is for sale by the owner or unlicensed person ✴ Failing to include a notice in all advertising that the owner is a real estate licensee has interest in a particular property ( as in financial or owner interest ) ✴ Fail to include firm’s licensed name on any sign displayed outside any place of business ✴ Failure to get written consent of the seller prior to advertising any specific identifiable property ✴ Property not listed by the party making the advertisement
- 29. CODE OF ETHICS APPLICATION ➡ Standard of Prac;ce 1-‐2: Applies Code ar;cles to the internet ➡ Standard of Prac;ce 1-‐9: Confiden;ality ➡ Ar;cle 10: Fair Housing ➡ Ar;cle 12: Honesty in Marke;ng (Similar to VAC) ➡ Ar;cle 13: Prohibi;on from giving Legal Advice ➡ Ar;cle 15: Reckless Statements about other REALTORS®
- 30. GENERAL LEGAL CONSIDERATIONS: BLOGS ‣ Defama;on ‣ Unlicensed Prac;ce of Law ‣ Breach of Confiden;ality of Clients ‣ Copyright Viola;ons ‣ Untrue Statements ‣ Trademark Considera;ons ‣ Necessity for Required Disclosures
- 31. YouTube Moment RSS in Plain English 31
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- 35. Further steps you can take to reduce your liability: Post only material you own, you have permission to use, or that is with the scope of fair use (generally includes review, news reporBng, teaching, or scholarly research); Remove infringing content immediately; Have a well-‐cra^ed Terms of Use Instruct agents and those posBng to use cauBon when posBng; Realize that blogs can be viewed as an adverBsement and follow all applicable rules; and Don’t select and edit messages – it could subject you to greater liability because you are taking a more acBve role in the publishing the contents.
- 36. Add Agents to Personal RSS Feeder Have wricen policy Outline what they are permiced to write about Outline what types of sources they can use for clients Outline number of Blogs they can have that are RE related Require training to post Have requirement for Licensee to advise you of every new markeBng venue that they use.
- 37. POPULAR HIGH RISK PRACTICES False Statements about CompeBtors and /or their pracBces AnB-‐Trust ViolaBons Picture ManipulaBon or “Enhancements” ArBcle 2 Vendecas
- 38. CREATE POLICIES ‣ Appoint a Tech Savvy Broker, as the New Media Manager. ‣ Have wricen policies to govern who can write blogs etc… ‣ What they are permiced to write: ‣ Only factual informaBon ‣ Must have disclosures ‣ Must report any complaints made on their posts ‣ The may not edit comments except for….
- 39. Be Safe Out There! Part II 39
- 40. Electronic Signatures UETA =Uniform Electronic Signature Act (1999)
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- 44. Agent Identity Watch CentralizedShowing and Lockbox Agent Impersonations Online Access of Client Databases Shared Lockbox Access Shared MLS Entry Computer Threats (By and Against Agents) 44
- 45. Now... To Build a Community Part III 45
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- 48. If you can‘t be found online... You don’t exist 48
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- 50. I say Innovation- Does my broker? 50
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- 54. Blogging: Recruitment and Reten;ons Mul;-‐Author Approach Wri;ng for Agents and Consumers Forum based tool for agents RSS is your Friend Blogging Pace Budgets 54
- 55. 5 Must-‐Use Tools for Brokers Company / Association Blogs 55
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- 65. www.TheAgentTrainer.com matthew@realtor.com Facebook.com/mattrathbun Twitter.com/mattrathbun