Why it's important for CRE brokers to embrace social media marketing and 6 strategic ways to do it.

1. 6 Ways
CRE
Brokers
Use Social Media to Get
New Clients
6

2. Most commercial real
estate brokers are not
embracing social media...

3. and they are missing out
on an easy way to get new
clients.

4. Don’t believe me?
Consider this analogy.

5. What is one of the most
powerful ways to get
GREAT CLIENTS
but used by
very few brokers?

6. Speaking from stage to a
targeted audience.

7. 3 Things Occur on Stage
1) You are seen as an expert.
2) During Q & A, you show your
personality. The audience decides if
they like you and trust you.
3) After your talk, there will be people
waiting to meet you. Some will
become leads and then clients.

8. Social media
marketing allows
you to replicate
this experience.

9.
24/7

10. • Reach a targeted audience
• Be seen as an authority
• Show your personality and build a personal
connection
• Receive comments and questions
• Give insightful answers and practical advice
• Receive private messages, emails, and texts
from those wanting to work with you.

11.
Social Media Marketing
is powerful, but virtually untapped"
in commercial real estate brokerage.

12. Why?

13. Most brokers haven’t
made the connection that
their business prospects
are just like them.

14. We have all changed in
two significant ways.

15. 1) We are wedded to our phones. Without them,
we feel disconnected from family, friends,
colleagues, clients, and the world.

16. 2) We spend more than 50% of “phone” time
using social networking apps to stay connected.

17. % of American
adults are on
social media
networks 2.7
hours each day.
65

18. This is how we
communicate in 2016.

19. How do you communicate
with prospects?

20. Are you still relying on cold calls
and email?

21. When a stranger is trying to
sell you a service, do you talk
with them on the phone? Do
you read their emails?

22. If not, maybe it’s time to take
a fresh approach to pursuing
new clients. Here are...

23. ways to "
to use social
media to
build your
brokerage
business
6

24. 1. Identify a narrow audience.
2. Become an authority.
3. Produce daily content.
4. Show you are trustworthy.
5. Show you are likable.
6. Learn social media platforms.

25. 1Identify a narrow
audience.

26. Before you begin crafting
your message and
sending it out on social
media, think about your
ideal audience.

27. If you could invite 100
people to hear you talk
about how they can
improve their business by
changing their real estate
portfolio, whom would
you invite?

28. Most likely, this group
mirrors your best clients.
And that’s your target
audience.

29. Here’s how I found a narrow
audience after wasting time
and money on ineffective
Facebook ads. This was for
a non-brokerage business,
but it illustrates the
importance of narrowing
your market.

30. I created an online
personal finance education
product to help people
control their spending,
reduce their debt, and
increase their income.

31. Pretty big audience, right?

32. I foolishly advertised with
Google Adwords and
Facebook to a broad
demographic. The results
were horrible.

33. After months of testing
copy, images, landing
pages, I discovered the
importance of sending a
tailored message to a
narrow audience.

34. Instead of targeting people
wanting to reduce credit
card debt...

35. I targeted young couples
with credit card debt trying
to save for their first home
down payment.

36. This was the winning
Facebook ad...

38. Lesson learned: Find your
narrow audience and
deliver a tailored message.

39. Here’s how to find your
audience...

40. 1. Research where your
target audience is online.
Start with Linkedin groups.

41. 2. Read through the
discussion topics and find
the active participants.
Who are the experts in the
group and the influencers?
How can you help them?

42. 3. Monitor the group and
provide thoughtful feedback.
“Likes” are nice, but
comments are better.

43. 4. Look beyond LinkedIn. At
a minimum, consider
Facebook and Twitter. See
how others market and learn
from them. Here are 15
brokers I follow on Twitter...

47. 2Become an
authority.

48. The best way to show you are
competent is to produce
content. For most us, this isn’t
easy.

49. I spend a lot of time thinking
about content that will be
interesting and useful. "
"

50. And I’m a slow writer. It’s not
unusual for me to spend 30
hours to research and write a
1,500 to 2,000 word article.

51. Most people write much
shorter articles, but I prefer to
write in depth pieces.

52. If the article resonates with my
audience, it’s worth the time.

53. I then leverage the article into
smaller posts, Slideshares,
presentations, quotes, Tweets,
videos, and webinars.

54. Find a topic your audience is
confused about and explain it."

55. Don’t be afraid to be
controversial. It makes the
piece more interesting and
people will respect your
willingness to take a stand.

56. And spend time writing a
good headline. Without one,
you won’t attract readers. "
* To learn how to write headlines, take a look at these
slides... Slideshare on Headline Writing.

57. 3Produce Daily
Content

58. Curate. In addition to writing
articles, comment on a post
and share it. If you find it
interesting and valuable, it’s
likely your audience will, too.

59. Quotes. Readers love
inspirational quotes. Find one
or write one. Use a free
graphic design tool like
Canva to add an image that
complements it. Here are two
examples...

60. This image and
quote went viral!

62. 4Show You Are
Trustworthy

63. Trustis an
essential foundation to all
relationships.

64. Earning it is hard work. It
takes time and one minor
misstep could undermine
months of hard work.
A major breach could kill a
relationship.

65. Any broker who has
invested a lot of time
building a relationship with a
great client understands the
process.

66. Imagine earning the trust of
many prospects at the same
time? You can with social
media.

67. Here’s how...
1. Deliver valuable content
on a regular basis (at least
weekly).

68. 2. Don’t ask for anything in
return. You are building
your brand, not looking
for an immediate
transaction.

69. 3. Give thoughtful answers
to questions in your online
communities, e.g.,
LinkedIn group. And
“Like” their comments.
4. Connect people and don’t
ask for anything in return.

70. 5. Share valuable material.
Provide redacted
templates, analyses,
cheat-sheets, and
forms. Use your best
work to win new clients.
6. Your mantra should be
to give, give, give, and
give some more.

71. 5Show You Are
Likable

72. LIKABILITY is easy to convey.
Simply be yourself.
CORPORATE POLISH and
bravado are out.
AUTHENTICITY and
transparency are in.
YOUR AUDIENCE will bond
with you when they see your
flaws.

73. Learn from Richard Branson. He’s not afraid to
show his weaknesses. He writes about his
business failures and his personal blunders.

74. 6
Learn social
media platforms.
Experiment. Have
fun.

75. Keeping current on social
media platforms will require
you to invest time. And
unfortunately, the older you
are, the more time it will take.

76. If you have kids, ask them to
tutor you. Otherwise, figure it
out yourself.
Since your clients and
prospects are using social
media, you need to reach
them on those platforms.

77. If you IGNORE social media
as a marketing tool because
it’s too hard to learn, you are
giving up and making
yourself vulnerable. Your
competitors will start winning
more business and they’ll go
after your clients.

78. Social Media
is the
current state
of the
Internet.
Gary Vaynerchuk, Founder of
Vaynermedia. Social Media Expert!
“

79. In addition to LinkedIn and
Twitter, consider Facebook for
business and Snapchat.
Snapchat’s adoption rate is
faster than all other social
media platforms. And it’s being
used in CRE brokerage.

80. Bucky Beeman is an early adopter in our
industry. He is a young, smart, creative
commercial real estate broker in Rochester, MN
who “snaps” throughout the day. Seven days a
week. His Snapchats...
• Profile buildings he leases
• Follow a tenant looking for retail space
• Discuss local business
• Explain market challenges and opportunities
• Portray his CRE expertise, sense of humor,
and warm personality

81. Follow Bucky Beeman on
Snapchat - buckybeeman

82. Learn Social Media in 2016
• Jump ahead of your competition
• Become an authority
• Build rapport with prospective clients
• Create your personal brand
• Position yourself for long-term
success

83. Thanks for reading the slide deck.
I’d love to hear from you. Send
me your candid comments or
give me a call (908.917.7926)
richard.hopen@gmail.com
Twitter: @rhopen
Rich Hopen!