Nurturing Property Management Leads with Social Media


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This session by Thomas Fanelli was presented during the 2011 Executive Roadshow in San Diego, CA. It deals with Social Media Lead Nurturing for Property Managers and explorers creative ways property managers can use social sites like YouTube, Facebook, and LinkedIn to generate more leads and close more business.

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  • Nurturing Property Management Leads with Social Media

    1. 1. Nurturing Tenant and Owner Prospects through Social Media<br />Part Black Magic & Part Rocket Science<br />
    2. 2. Goals For Today's Session<br />Social Media and Sales Process<br />Social Lead Nurturing – Real-world Techniques<br />Understanding Lead Nurturing<br />Tools to Make Life Easy<br />
    3. 3. Thomas Fanelli<br />Thomas M FanelliVP Product MarketingSMB Division/RealPage<br />Over 15 Years of Internet Marketing<br />5 Years Running Interactive Agency<br />Specialized Focus on Local Search<br />Focused on Property Management Last 6 Years<br />©2011 RealPage, Inc. — All rights reserved.<br />Slide 3<br />
    4. 4. Group Feedback<br />Do you consider yourself:<br />Active in Social Media?<br />A Social Media Bystander?<br />What’s Social Media?<br />
    5. 5. Social Mediaand the Sales Cycle<br />
    6. 6. Demand Gen vs. Influence<br />©2011 RealPage, Inc. — All rights reserved.<br />Slide 6<br />
    7. 7. The “Follow Me” Culture<br />Easier people can follow you, the easier they become leads.<br />©2011 RealPage, Inc. — All rights reserved.<br />Slide 7<br />
    8. 8. Social Engagement<br />Micro Blogging<br />Fan, Follow, Friend<br />Personal Connections<br />©2011 RealPage, Inc. — All rights reserved.<br />Slide 8<br />
    9. 9. Making a Home Run in Social Media<br />Everything you wished they told you.<br /><ul><li>It’s Purpose
    10. 10. Branding/PR
    11. 11. Retention
    12. 12. Lead Generation
    13. 13. It’s Role
    14. 14. Thought Leadership
    15. 15. Customer Service
    16. 16. Competetive Difference</li></li></ul><li>4 Core Principles for Social Media<br />Be an Active Participant<br />Be a Consistent Participant<br />Share Content and Contribute<br />Connect with your Leads on Social Platforms<br />2<br />3<br />1<br />4<br />
    17. 17. Defining Your Goals<br /><ul><li>Lead Generation
    18. 18. Quantity
    19. 19. Reporting
    20. 20. Goals
    21. 21. Branding/Awareness
    22. 22. Experimentation/Testing
    23. 23. Target Metrics
    24. 24. Website Traffic
    25. 25. Facebook Fans
    26. 26. Twitter Friends
    27. 27. Referrals
    28. 28. Testimonials</li></li></ul><li>Generating Quality Marketing Content<br />
    29. 29. Getting the Most Out of YouTube<br />Why Should You Use YouTube?<br />Easy Way to Promote Rentals<br />Differentiate Your Business<br />Establish Thought Leadership<br />Promote Testimonials<br />It’s SEO Relevant<br />Large Voume of Traffic<br />Easily Integrates to Other Social Sites<br />38% Watched YouTube (Last Week)<br />
    30. 30. Real World YouTube Examples<br />
    31. 31. Company Highlight Video<br />Generally Low Cost<br />On-Demand<br />Differentiate From Competition<br />Clearly State Your Benefits<br />SEO Relevance<br />
    32. 32. Rental Walk-Through Videos<br />Rental Walk-Through Videos<br />Typically No/Low Cost<br />On-Demand<br />Differentiate From Competition<br />Easily Integrate to Propertyware<br />Easily Integrate to Social Media<br />Higher Quality Rental Marketing<br />Benefit in Eyes of Owners<br />
    33. 33. Example Walk Through Video<br />
    34. 34. Video Ideas<br />Testimonial Videos<br />Real Estate Investing Videos<br />Local Real Estate Marketing Analysis<br />Property Walk Throughs<br />Property Slideshow Videos<br />Property Maintenance Videos<br />“How to” Videos<br />How to Prep for Move Out<br />Understing the Move Out Process<br />How to Clean a Spill<br />How to Run a Pool Timer<br />
    35. 35. Getting the Most Out of Facebook<br />Why Should You Use Facebook?<br />Large, Diverse Audience(renters, owners, orgs, etc.)<br />Highly Visible, Highly Sticky<br />Because of this…<br />You can increase tenant retention<br />Prospective tenants will see your reputation<br />Prospective owners will see your reputation<br />You will recruit new owner<br />You will get unsolicted testimonials<br />It’s SEO Relevant<br />52% of Americans have Facebook Profiles<br />
    36. 36. Branding – Custom Design Fan Page<br />Differentiate Your Company<br />Custom Logo<br />Custom Welcome Page<br />
    37. 37. Tenant Retention – Gift Cards<br />Announce Winners on FB<br />Giving Away Gift Cards & Prizes<br />
    38. 38. Lead Generation - Videos<br />YouTube Video<br />Posted on Facebook<br />Users able to comment<br />Users can “Like”<br />Video Posted in Propertyware<br />
    39. 39. Referrals & Thought Leadership<br />Event Promotion<br />Referrals/Thought Leadership<br />
    40. 40. Posting Rentals to Facebook<br />Links to Your Site<br />Facebook Marketplace<br />
    41. 41. Gather at the Social WatercoolersGroups, and Q&A Sites<br />
    42. 42. Joining the Conversation<br /><br />Groups and Q&A<br />Distressed Real Estate<br />Many Various Topics<br /><br />Various Real Estate Discussions<br />Other Various Topics<br />Blogging<br />Develop Your Voice<br />SEO Relevant Content<br />
    43. 43. Finding Leads with LinkedIN<br />
    44. 44. Finding Leads with LinkedIN InMail<br />InMails are trusted messages that you can use to contact anyone on LinkedIn .<br />
    45. 45. Finding Other Relevant Connections<br />
    46. 46. Putting Your Content to WorkHow Lead Nurturing Can Help Your Business<br />
    47. 47. Key Concepts – Lead Nurturing<br />Lead Nurturing is the process of building relationships with qualified prospects regardless of their timing to buy.<br />WEBSITE<br />PHONE<br />CASE STUDY<br />VIDEO<br />PRICING<br />REVIEW SITES<br />SOCIAL MEDIA<br />ENGAGEMENT LINE<br />INITIAL CONTACT<br />ENGAGEMENT<br />SECRET SAUCE<br />
    48. 48. Why Is Lead Nurturing Important?<br />Nurtured Leads Produce a 20% Higher Sales Opportunities<br />33% Lower Cost Per Lead<br />Close 7% More Sales<br />Reduce “No Decisions” by 6%<br />Higher Professionalism and Expertise<br />
    49. 49. Key Concepts – Social Lead Nurturing<br />Social Lead Nurturing leverages a social connection with your prospects and customers, allowing you a deeper, consistent, and ongoing relationship beyond the initial sale.<br />
    50. 50. Group Feedback<br />Do you currently use:<br />Facebook?<br />Twitter?<br />LinkedIn?<br />YouTube?<br />Other?<br />
    51. 51. Optimizing Your Social EffortAutomate and Streamline <br />
    52. 52. 3 Tricks the Pro’s Use <br />New Friends<br />Schedule<br />Go Mobile<br />
    53. 53. Xobni for Outlook<br />
    54. 54. Rapportive – Gmail/Google Apps<br />
    55. 55. Card Munch<br />Address Book Integration<br />Social Integration <br />Scan Business Cards<br />OCR<br />
    56. 56. NutShell Mail by Constant Contact<br />Social Updates via Email<br />Works on Multiple Sites<br />Scheduled & Consolidated<br />Best of All it’s FREE!<br />
    57. 57. HooteSuite<br />Social Management<br />Analytics & Metrics<br />Team Collaboration<br />Automation Features<br />
    58. 58. Q&A<br />