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6 Ways 
CRE
Brokers
Use Social Media to Get
New Clients
6
Most commercial real
estate brokers are not
embracing social media...
and they are missing out
on an easy way to get new
clients.
Don’t believe me?
Consider this analogy.
What is one of the most
powerful ways to get 
GREAT CLIENTS 
but used by 
very few brokers?
Speaking from stage to a
targeted audience.
3 Things Occur on Stage

1)  You are seen as an expert.
2)  During Q & A, you show your
personality. The audience decides ...
Social media
marketing allows
you to replicate 

this experience. 



24/7
•  Reach a targeted audience
•  Be seen as an authority
•  Show your personality and build a personal
connection
•  Receiv...


Social Media Marketing

is powerful, but virtually untapped"
in commercial real estate brokerage.
Why?

Most brokers haven’t
made the connection that
their business prospects
are just like them. 	
  
We have all changed in
two significant ways.
1) We are wedded to our phones. Without them,
we feel disconnected from family, friends,
colleagues, clients, and the worl...
2) We spend more than 50% of “phone” time
using social networking apps to stay connected.
% of American
adults are on
social media
networks 2.7
hours each day. 
65
This is how we
communicate in 2016.
How do you communicate 
with prospects?
Are you still relying on cold calls
and email?
When a stranger is trying to
sell you a service, do you talk
with them on the phone? Do
you read their emails?
If not, maybe it’s time to take
a fresh approach to pursuing
new clients. Here are...
ways to "
to use social
media to
build your
brokerage
business
6
1.  Identify a narrow audience.
2.  Become an authority.
3.  Produce daily content.
4.  Show you are trustworthy.
5.  Show...
1Identify a narrow
audience.
Before you begin crafting
your message and
sending it out on social
media, think about your
ideal audience.
If you could invite 100
people to hear you talk
about how they can
improve their business by
changing their real estate
po...
Most likely, this group
mirrors your best clients.
And that’s your target
audience.
Here’s how I found a narrow
audience after wasting time
and money on ineffective
Facebook ads. This was for
a non-brokerage...
I created an online
personal finance education
product to help people
control their spending,
reduce their debt, and
increa...
Pretty big audience, right?
I foolishly advertised with
Google Adwords and
Facebook to a broad
demographic. The results
were horrible.
After months of testing
copy, images, landing
pages, I discovered the
importance of sending a
tailored message to a
narrow...
Instead of targeting people
wanting to reduce credit
card debt...
I targeted young couples
with credit card debt trying
to save for their first home
down payment.
This was the winning
Facebook ad...
Lesson learned: Find your
narrow audience and
deliver a tailored message.
Here’s how to find your
audience...
1. Research where your
target audience is online.
Start with Linkedin groups.
2. Read through the
discussion topics and find
the active participants.
Who are the experts in the
group and the influencers...
3. Monitor the group and
provide thoughtful feedback.
“Likes” are nice, but
comments are better.
4. Look beyond LinkedIn. At
a minimum, consider
Facebook and Twitter. See
how others market and learn
from them. Here are ...
2Become an
authority.
The best way to show you are
competent is to produce
content. For most us, this isn’t
easy.
I spend a lot of time thinking
about content that will be
interesting and useful. "
"
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.
Most people write much
shorter articles, but I prefer to
write in depth pieces.
If the article resonates with my
audience, it’s worth the time.  
I then leverage the article into
smaller posts, Slideshares,
presentations, quotes, Tweets,
videos, and webinars.
Find a topic your audience is
confused about and explain it."
Don’t be afraid to be
controversial. It makes the
piece more interesting and
people will respect your
willingness to take ...
And spend time writing a
good headline. Without one,
you won’t attract readers. "

* To learn how to write headlines, take...
3Produce Daily
Content
Curate. In addition to writing
articles, comment on a post
and share it. If you find it
interesting and valuable, it’s
like...
Quotes. Readers love
inspirational quotes. Find one
or write one. Use a free
graphic design tool like
Canva to add an imag...
This image and
quote went viral!
4Show You Are
Trustworthy
Trustis an
essential foundation to all
relationships.
Earning it is hard work. It
takes time and one minor
misstep could undermine
months of hard work. 
A major breach could ki...
Any broker who has
invested a lot of time
building a relationship with a
great client understands the
process.
Imagine earning the trust of
many prospects at the same
time? You can with social
media.
Here’s how...
1.  Deliver valuable content
on a regular basis (at least
weekly).
2.  Don’t ask for anything in
return. You are building
your brand, not looking
for an immediate
transaction.
3.  Give thoughtful answers
to questions in your online
communities, e.g.,
LinkedIn group. And
“Like” their comments.
4.  ...
5.  Share valuable material.
Provide redacted
templates, analyses,
cheat-sheets, and
forms. Use your best
work to win new ...
5Show You Are
Likable
LIKABILITY is easy to convey.
Simply be yourself.
CORPORATE POLISH and
bravado are out. 
AUTHENTICITY and
transparency are...
Learn from Richard Branson. He’s not afraid to
show his weaknesses. He writes about his
business failures and his personal...
6
Learn social
media platforms.
Experiment. Have
fun.
Keeping current on social
media platforms will require
you to invest time. And
unfortunately, the older you
are, the more ...
If you have kids, ask them to
tutor you. Otherwise, figure it
out yourself.
Since your clients and
prospects are using soci...
If you IGNORE social media
as a marketing tool because
it’s too hard to learn, you are
giving up and making
yourself vulne...
Social Media
is the
current state
of the
Internet.	
  
Gary Vaynerchuk, Founder of
Vaynermedia. Social Media Expert!
“
In addition to LinkedIn and
Twitter, consider Facebook for
business and Snapchat. 
Snapchat’s adoption rate is
faster than...
Bucky Beeman is an early adopter in our
industry. He is a young, smart, creative
commercial real estate broker in Rocheste...
Follow Bucky Beeman on
Snapchat - buckybeeman
Learn Social Media in 2016
•  Jump ahead of your competition
•  Become an authority
•  Build rapport with prospective clie...
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...
6 Ways CRE Brokers Use Social Media to Get New Clients
6 Ways CRE Brokers Use Social Media to Get New Clients
6 Ways CRE Brokers Use Social Media to Get New Clients
6 Ways CRE Brokers Use Social Media to Get New Clients
6 Ways CRE Brokers Use Social Media to Get New Clients
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6 Ways CRE Brokers Use Social Media to Get New Clients

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

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6 Ways CRE Brokers Use Social Media to Get New Clients

  1. 1. 6 Ways CRE Brokers Use Social Media to Get New Clients 6
  2. 2. Most commercial real estate brokers are not embracing social media...
  3. 3. and they are missing out on an easy way to get new clients.
  4. 4. Don’t believe me? Consider this analogy.
  5. 5. What is one of the most powerful ways to get GREAT CLIENTS but used by very few brokers?
  6. 6. Speaking from stage to a targeted audience.
  7. 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. 8. Social media marketing allows you to replicate 
 this experience. 

  9. 9. 
 24/7
  10. 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. 11. 
 Social Media Marketing
 is powerful, but virtually untapped" in commercial real estate brokerage.
  12. 12. Why?

  13. 13. Most brokers haven’t made the connection that their business prospects are just like them.  
  14. 14. We have all changed in two significant ways.
  15. 15. 1) We are wedded to our phones. Without them, we feel disconnected from family, friends, colleagues, clients, and the world.    
  16. 16. 2) We spend more than 50% of “phone” time using social networking apps to stay connected.
  17. 17. % of American adults are on social media networks 2.7 hours each day. 65
  18. 18. This is how we communicate in 2016.
  19. 19. How do you communicate with prospects?
  20. 20. Are you still relying on cold calls and email?
  21. 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. 22. If not, maybe it’s time to take a fresh approach to pursuing new clients. Here are...
  23. 23. ways to " to use social media to build your brokerage business 6
  24. 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. 25. 1Identify a narrow audience.
  26. 26. Before you begin crafting your message and sending it out on social media, think about your ideal audience.
  27. 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. 28. Most likely, this group mirrors your best clients. And that’s your target audience.
  29. 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. 30. I created an online personal finance education product to help people control their spending, reduce their debt, and increase their income.
  31. 31. Pretty big audience, right?
  32. 32. I foolishly advertised with Google Adwords and Facebook to a broad demographic. The results were horrible.
  33. 33. After months of testing copy, images, landing pages, I discovered the importance of sending a tailored message to a narrow audience.
  34. 34. Instead of targeting people wanting to reduce credit card debt...
  35. 35. I targeted young couples with credit card debt trying to save for their first home down payment.
  36. 36. This was the winning Facebook ad...
  37. 37. Lesson learned: Find your narrow audience and deliver a tailored message.
  38. 38. Here’s how to find your audience...
  39. 39. 1. Research where your target audience is online. Start with Linkedin groups.
  40. 40. 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?
  41. 41. 3. Monitor the group and provide thoughtful feedback. “Likes” are nice, but comments are better.
  42. 42. 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...
  43. 43. 2Become an authority.
  44. 44. The best way to show you are competent is to produce content. For most us, this isn’t easy.
  45. 45. I spend a lot of time thinking about content that will be interesting and useful. " "
  46. 46. 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.
  47. 47. Most people write much shorter articles, but I prefer to write in depth pieces.
  48. 48. If the article resonates with my audience, it’s worth the time.  
  49. 49. I then leverage the article into smaller posts, Slideshares, presentations, quotes, Tweets, videos, and webinars.
  50. 50. Find a topic your audience is confused about and explain it."
  51. 51. Don’t be afraid to be controversial. It makes the piece more interesting and people will respect your willingness to take a stand.
  52. 52. 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.  
  53. 53. 3Produce Daily Content
  54. 54. 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.
  55. 55. 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...
  56. 56. This image and quote went viral!
  57. 57. 4Show You Are Trustworthy
  58. 58. Trustis an essential foundation to all relationships.
  59. 59. 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.
  60. 60. Any broker who has invested a lot of time building a relationship with a great client understands the process.
  61. 61. Imagine earning the trust of many prospects at the same time? You can with social media.
  62. 62. Here’s how... 1.  Deliver valuable content on a regular basis (at least weekly).
  63. 63. 2.  Don’t ask for anything in return. You are building your brand, not looking for an immediate transaction.
  64. 64. 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.
  65. 65. 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.
  66. 66. 5Show You Are Likable
  67. 67. 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.
  68. 68. Learn from Richard Branson. He’s not afraid to show his weaknesses. He writes about his business failures and his personal blunders.
  69. 69. 6 Learn social media platforms. Experiment. Have fun.
  70. 70. Keeping current on social media platforms will require you to invest time. And unfortunately, the older you are, the more time it will take.
  71. 71. 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.
  72. 72. 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.
  73. 73. Social Media is the current state of the Internet.   Gary Vaynerchuk, Founder of Vaynermedia. Social Media Expert! “
  74. 74. 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.
  75. 75. 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
  76. 76. Follow Bucky Beeman on Snapchat - buckybeeman
  77. 77. 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
  78. 78. 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!

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