A presentation on the use of today’s Social Media tools in today’s real estate practices. Find out what your agents are doing online. Discover the sites and tools they are using to interact with today’s consumer. Understand how you can assist them with brand recognition, marketing and lead generation through your presence on Social Media. • How to build your social media network and use it to listen to your customers • Generate relevant content to engage your consumers. • Explore the RISKS and REWARDS of Social Media

1. SOCIAL M
EDIA
AND
BROKERAGE
RISK
JODY OBRIEN
The Re/Education Company
COMMITTED TO PROFESSIONALISM IN REAL ESTATE
THROUGH EDUCATION

2. AGENDA
WHAT is social media
WHICH sites your agents use in social
media
HOW you should best use social media
for the brokerage
What are the laws, regulations and Code
of Ethics that apply to the use of social
media
What is your social media policy

3. INTRODUCTION

4. SOCIAL MEDIA
Media –internet and mobile based - for social
interaction
User generated communication, content and
media
Technology which turns communication into
interactive dialogue
A common thread running through all
definitions of social media is a blending of
technology and social interaction for the co-
creation of value.
Wikipedia.com

5. SOCIAL MEDIA
Today’s
• Cocktail party
• Chamber of Commerce Meeting
• Broker Open House
• Quick Hellos
All on-line

6. SOCIAL MEDIA MARKETING
Building your social network and
listening to your fans, followers, and
connections
Sending relevant and interesting content
that allows interaction, sharing, and builds
familiarity
Reaching and engaging friends of friends
of friends and ultimately…
Driving more business!

7. RELATIONSHIPS
Building your Business:
• Loyal and satisfied Clients
• Superior Customer Service
• Knowledge and Expertise

8. • Listen to the consumer
• Share your real estate expertise
• Drive engagement (action)
• Encourage repeat business and referrals
• Get online testimonials
• Reach new customers, clients
• Increase online social authority
RELATIONSHIPS

9. SOCIAL M
EDIA
TOOLS

10. SOCIAL MEDIA TOOLS
• Social Networks
• Content Sharing
• Rating and Review Sites
• Location Based Services
• Social Bookmarking

11. SOCIAL MEDIA TOOLS
Site Selection:
• The site clients are using
• The sites vendors are using
• The sites competitors are using

12. SOCIAL NETWORKS

13. Like
Open to public
Sell
Call to Action
Public
Friend
Invitation or
Acceptance
No Selling
Create Engagement
Public
BUSINESS PAGE VS PERSONAL PROFILE

14. SOCIAL NETWORKS
Manage your professional contacts and
relationships
Find individuals you know in a professional capacity
Ask for recommendations and introductions
Join networks or groups by interest, industry,
geography, or work history
Participate in discussions
Invite people to action – property search registration,
blog, newsletter etc.

17. SOCIAL NETWORKS
Engagement Through Sharing
• Share links to interesting content & ask for
feedback
• Send Direct Messages (DMs)
• Retweet content from people you are following
• Monitor conversations and mentions
• Public site - prospect with respect

21. RATING AND REVIEW SITES
How would you find a restaurant in
a city you had never been before?

23. LOCATION BASED SERVICES

24. www.foursquare.com/busines
s

25. M
ARKETING
W
ITH
SOCIAL
NETW
ORKS

27. PRESENCE WITH A PURPOSE
Make your social presence a reflection of your
business/organization.
Don’t blur personal and professional use.
Be transparent.
New users should immediately identify what you do.
Be the Expert
Deliberately choose your expertise and areas of engagement.
Put the social in the social media.
Be broad and informal…and have fun!

28. Complete your business profile
• Description
• Contact information
• Website URL
• Call to Action
Brand your presence
• Logo
• Other photos
• Background

29. BUILDING YOUR SOCIAL NETWORK
Use a variety of ways to expand your network:
Send an invitation to your email list
Add interactive social icons to your
• Website
• Email Campaigns (in a sidebar, in the footer)
• Outgoing Email Signature
• Business Card
• Printed Collateral: mailers, flyers, invoices, etc.
Put a QR Code in your storefront window
Add a message to your voicemail

30. SOCIAL M
EDIA
DO’S
&
DON’TS

31. LAWS, REGULATIONS AND CODE
254 CMR 3.00: Professional Standards of Practice
9(a) Broker Identification. No broker may advertise real property to
purchase, sell, rent, mortgage or exchange through classified
advertisement or otherwise unless he/she affirmatively
discloses that he/she is a real estate broker. No broker shall
insert advertisements in any advertising publication or other
means where only a post office box number, telephone,
facsimile, electronic mail number or street address appears. All
advertisements shall include the name of the real estate broker.
 254:CMR 3:00:9 (b) Salespersons Prohibited From Advertising.
Salespeople are prohibited from advertising the purchase, sale,
rental or exchange of any real property under their own name.

32. LAWS, REGULATIONS AND CODE
REALTOR® Code of Ethics
Article 12
REALTORS® shall be honest and truthful in their real estate
communications and shall present a true picture in their
advertising, marketing, and other representations.
REALTORS® shall ensure that their status as real estate
professionals is readily apparent in their advertising,
marketing, and other representations, and that the
recipients of all real estate communications are, or have
been, notified that those communications are from a real
estate professional. (Amended 1/08)

33. SOP 12-5
Electronic identification including tweets
SOP 12-8
Accurate websites
SOP 12-9
State licensing
SOP 12-10
Accurate URLs
SOP 12-11
Privacy Policy

34. BLOGGING
Article 15
License Law
Who are you talking to?
Risk
Information

35. M
ANAGING
SOCIAL M
EDIA

36. MONITORING SOCIAL MEDIA
1.Your Brand. Think about all its possible
spellings/configurations.
2.Your competitors. Spot successful tactics being
used by others in your industry (and the not-so-
successful
3.Categories, topics, and keywords of your
business. For example: real estate, commercial,
buildings, leases, High Rise
4.The experts and influencers in your business.

37. Popular time management and monitoring tools include:
Google Alerts
HootSuite
TweetDeck

38. SOCIAL MEDIA POLICY
Realtor.org social media policy
Marcieroggow.com

39. Jody O’Brien
The Re/Education Company
Committed to Professionalism in Real Estate through
Education
Blog
www.reeducator.wordpress.com
Social Media
www.twitter.com/reeducator
www.youtube.com/msreeducator
www.facebook.com/reeducator
www.linkedin.com/in/reeductor
THANK YOU FOR ATTENDING