Friends with Benefits:Strategies for Selling withPresented by         Stacey Harmon | @staceyharmon         Principal, Har...
Facebook: Online Time• 2007: 6%• 2011 : 1 of every 5 minutes                    @staceyharmon | @jimmymackin
Facebook: Share of Online Time         @staceyharmon | @jimmymackin
Facebook: User Base    @staceyharmon | @jimmymackin
Graveyard of Facebook     @staceyharmon | @jimmymackin
Why We Fail: Reason #1 Facebook Confusion - Lack of literacy - Lack of skill                      @staceyharmon | @jimmyma...
Facebook “Product Line”   Full explanation available at www.HarmonEnterprises.com“Facebook Foundations: Facebook’s Marketi...
Why We Fail: Reason #2      @staceyharmon | @jimmymackin
Success = Aligning Actions With Goals         Get your ducks in a row!             @staceyharmon | @jimmymackin
Goal: Drive Traffic   @staceyharmon | @jimmymackin
Tactic: Link to Your Site      @staceyharmon | @jimmymackin
Tactic: Pre-Promotion    @staceyharmon | @jimmymackin
No Promotion vs. Pre-Promotion         @staceyharmon | @jimmymackin
Tool: AdsCase Study via @DarinPersinger of [Productivity Junkie]                                           @staceyharmon |...
Goal: Increase Connections       @staceyharmon | @jimmymackin
Tactic: Link Everywhere
Tool: Facebook Ads & Sponsored Stories                Ads:                                     Sponsored Stories:  Craft C...
@staceyharmon | @jimmymackin
@staceyharmon | @jimmymackin
Tool: Page Post Stories     @staceyharmon | @jimmymackin
•   Raj is Facebook friends with Jim.              •   Raj invites Jim to LIKE his business page. He                  does...
Goal: Brand Visibility     @staceyharmon | @jimmymackin
Strategy: Engagement    @staceyharmon | @jimmymackin
Post Frequency @staceyharmon | @jimmymackin
When To Post @staceyharmon | @jimmymackin
Post Length@staceyharmon | @jimmymackin
Tactic: Cross-Tool Engagement         @staceyharmon | @jimmymackin
Her Facebook Page                                                   Her Facebook Profile                    @staceyharmon ...
Tactic: Clear Call To Action        @staceyharmon | @jimmymackin
Tactic: Content Strategy      @staceyharmon | @jimmymackin
Goal: Promote Listings     @staceyharmon | @jimmymackin
Tool: Page Apps  @staceyharmon | @jimmymackin
Tool: Groups@staceyharmon | @jimmymackin
Tool: Content Strategy     @staceyharmon | @jimmymackin
Goal: Referrals @staceyharmon | @jimmymackin
Tool: Profile Lists   @staceyharmon | @jimmymackin
Strategy: Connect with Agents in Relocation Markets                 @staceyharmon | @jimmymackin
Tool: Pages@staceyharmon | @jimmymackin
Tool: Groups@staceyharmon | @jimmymackin
Tool: Groups@staceyharmon | @jimmymackin
Goal: Buyer Leads   @staceyharmon | @jimmymackin
Tools: Page App & Profile      @staceyharmon | @jimmymackin
Tool: Page Apps for IDX Search         @staceyharmon | @jimmymackin
Case Study: Comprehensive Page Strategy“Reveal” Landing Taboffering LIKE incentive                          @staceyharmon ...
Facebook AdsTo Drive New Connections                   @staceyharmon | @jimmymackin
Content Strategy & Interesting Apps          Fans:       125      633                     6/1/11    1/1/12@staceyharmon | ...
Ultimate Goal: Generate Business          @staceyharmon | @jimmymackin
Become a Resource   @staceyharmon | @jimmymackin
Create Off-Line Interactions        @staceyharmon | @jimmymackin
Share Success Stories     @staceyharmon | @jimmymackin
Case Study URL & Resource ListAgent/Brokerage Pages & Profiles:            •   www.facebook.com/RealEstateReferralGroup•  ...
Thank You!• Presentation available on Slideshare.net• LIKE our Facebook pages & ask questions:   – www.facebook.com/Harmon...
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Friends with Benefits: Selling on Facebook for Real Estate

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Presentation given by Stacey Harmon and Jimmy Mackin at Inman New's Real Estate Connect in New York City on January 12, 2012.

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  • Despite all of these amazing statistics, many of us struggle to generate any significant business from Facebook.
  • Share of online time:95% of 700 Billion minutes
  • User base:Today: 800 Million Headed to: 1.3-1.5 Billion
  • Uneducated about the medium
  • No strategy or goals.Not used with purpose.Short term thinking
  • Jimmy:Goal is to increase traffic to your website.
  • Jimmy:Goal is to increase traffic to your website.Jimmy Pre-promotion technique (compare no promotion to promotion) -  Photo technique
  • (Increase your audience)LikesFriendsGroup Members
  • Facebook Pages Jimmy - Link your page everywhere (give a break down of where you need to link your page from)
  • Only Use if:You are sending traffic to your Facebook PageMost effective if you have 500+ fans
  • Drip marketingStaying top of mindFrequencyRecentBrand visibility
  • Jimmy’s Tips - Clear call to action, increase frequency of posts, high quality, stop talking about yourself - (few pages to follow) Stop Talking About Yourself
  • Yes, you SHOULD talk about real estate.
  • Social Connections App MLS integration Top Producer Market Snapshot Housing Trends eNewsletterNeighborhood SearchVictor solutionFacebook Ads
  • Get sellers to promote their own listings.
  • B2BProfile. Friend agents.GroupsBrokerage spaces/Brand pagesAgent to agentTech support for RE GroupWhat should I spend money onVentura County business groupsApplicationsJimmy’s lead generation
  • B2BProfile. Friend agents.GroupsBrokerage spaces/Brand pagesAgent to agentTech support for RE GroupWhat should I spend money onVentura County business groupsApplicationsJimmy’s lead generation
  • Would like to get a screen shot of a KW group, or a CB group, or a referral group for CRS. Does this exist?
  • Friends with Benefits: Selling on Facebook for Real Estate

    1. 1. Friends with Benefits:Strategies for Selling withPresented by Stacey Harmon | @staceyharmon Principal, Harmon Enterprises Jimmy Mackin | @jimmymackin Inman Next Contributor
    2. 2. Facebook: Online Time• 2007: 6%• 2011 : 1 of every 5 minutes @staceyharmon | @jimmymackin
    3. 3. Facebook: Share of Online Time @staceyharmon | @jimmymackin
    4. 4. Facebook: User Base @staceyharmon | @jimmymackin
    5. 5. Graveyard of Facebook @staceyharmon | @jimmymackin
    6. 6. Why We Fail: Reason #1 Facebook Confusion - Lack of literacy - Lack of skill @staceyharmon | @jimmymackin
    7. 7. Facebook “Product Line” Full explanation available at www.HarmonEnterprises.com“Facebook Foundations: Facebook’s Marketing Tools Explained” @staceyharmon | @jimmymackin
    8. 8. Why We Fail: Reason #2 @staceyharmon | @jimmymackin
    9. 9. Success = Aligning Actions With Goals Get your ducks in a row! @staceyharmon | @jimmymackin
    10. 10. Goal: Drive Traffic @staceyharmon | @jimmymackin
    11. 11. Tactic: Link to Your Site @staceyharmon | @jimmymackin
    12. 12. Tactic: Pre-Promotion @staceyharmon | @jimmymackin
    13. 13. No Promotion vs. Pre-Promotion @staceyharmon | @jimmymackin
    14. 14. Tool: AdsCase Study via @DarinPersinger of [Productivity Junkie] @staceyharmon | @jimmymackin
    15. 15. Goal: Increase Connections @staceyharmon | @jimmymackin
    16. 16. Tactic: Link Everywhere
    17. 17. Tool: Facebook Ads & Sponsored Stories Ads: Sponsored Stories: Craft Copy & Target Your Audience Reach Friends of Fans. Send traffic to your page. @staceyharmon | @jimmymackin
    18. 18. @staceyharmon | @jimmymackin
    19. 19. @staceyharmon | @jimmymackin
    20. 20. Tool: Page Post Stories @staceyharmon | @jimmymackin
    21. 21. • Raj is Facebook friends with Jim. • Raj invites Jim to LIKE his business page. He does. • Jim is Facebook friends with Susi • Raj is running “Sponsored Story” ads • Raj posts about his weekend open house on his business page wall. • A sponsored story for an open house event appears on Susi’s wall (she is friends with Jim) • Susi clicks through the event • Susi attends the open house • Susi writes an offer on the open house property • Susi is outbid • Susi lists her house with Raj@staceyharmon | @jimmymackin
    22. 22. Goal: Brand Visibility @staceyharmon | @jimmymackin
    23. 23. Strategy: Engagement @staceyharmon | @jimmymackin
    24. 24. Post Frequency @staceyharmon | @jimmymackin
    25. 25. When To Post @staceyharmon | @jimmymackin
    26. 26. Post Length@staceyharmon | @jimmymackin
    27. 27. Tactic: Cross-Tool Engagement @staceyharmon | @jimmymackin
    28. 28. Her Facebook Page Her Facebook Profile @staceyharmon | @jimmymackin
    29. 29. Tactic: Clear Call To Action @staceyharmon | @jimmymackin
    30. 30. Tactic: Content Strategy @staceyharmon | @jimmymackin
    31. 31. Goal: Promote Listings @staceyharmon | @jimmymackin
    32. 32. Tool: Page Apps @staceyharmon | @jimmymackin
    33. 33. Tool: Groups@staceyharmon | @jimmymackin
    34. 34. Tool: Content Strategy @staceyharmon | @jimmymackin
    35. 35. Goal: Referrals @staceyharmon | @jimmymackin
    36. 36. Tool: Profile Lists @staceyharmon | @jimmymackin
    37. 37. Strategy: Connect with Agents in Relocation Markets @staceyharmon | @jimmymackin
    38. 38. Tool: Pages@staceyharmon | @jimmymackin
    39. 39. Tool: Groups@staceyharmon | @jimmymackin
    40. 40. Tool: Groups@staceyharmon | @jimmymackin
    41. 41. Goal: Buyer Leads @staceyharmon | @jimmymackin
    42. 42. Tools: Page App & Profile @staceyharmon | @jimmymackin
    43. 43. Tool: Page Apps for IDX Search @staceyharmon | @jimmymackin
    44. 44. Case Study: Comprehensive Page Strategy“Reveal” Landing Taboffering LIKE incentive @staceyharmon | @jimmymackin
    45. 45. Facebook AdsTo Drive New Connections @staceyharmon | @jimmymackin
    46. 46. Content Strategy & Interesting Apps Fans: 125 633 6/1/11 1/1/12@staceyharmon | @jimmymackin
    47. 47. Ultimate Goal: Generate Business @staceyharmon | @jimmymackin
    48. 48. Become a Resource @staceyharmon | @jimmymackin
    49. 49. Create Off-Line Interactions @staceyharmon | @jimmymackin
    50. 50. Share Success Stories @staceyharmon | @jimmymackin
    51. 51. Case Study URL & Resource ListAgent/Brokerage Pages & Profiles: • www.facebook.com/RealEstateReferralGroup• www.facebook.com/athomeinscottsdale • www.facebook.com/realestateagentdirectory• www.facebook.com/athomeshuntsville• www.facebook.com/rajqsarrealtor Groups:• www.facebook.com/susanpiazzarealestate • www.facebook.com/groups/agentsupport• www.facebook.com/agentmurphyrealestate• www.facebook.com/lewinrealestategroup Applications:• www.facebook.com/locomusings • Lead Conversion App (http://leadconversionapp.com/)• www.facebook.com/LedyardCT • Social Connections by Realtor.com• www.facebook.com/REMAXCahill • IDX-Buzz for Facebook by immobel• www.facebook.com/RobinMilonakis • REcakeIDX by RECake.com• www.facebook.com/PhantomGourmet • LocalInfo by Zillow.com • Neighborhood Finder by Robot Workshop
    52. 52. Thank You!• Presentation available on Slideshare.net• LIKE our Facebook pages & ask questions: – www.facebook.com/HarmonEnterprises – www.facebook.com/JimmyMackin• Tweet with us: – @staceyharmon – @jimmymackin• Was this great Connect content? Say so to Inman! @staceyharmon | @jimmymackin

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