Success on Social Media for Realtors

Success on Social Media for
Realtors
Vanessa Baker, Social Media Manager

Agenda:
1. Introductions
2. The Edge
3. 9 Tips for Social Media Success for Realtors
4. 8 Mistakes Realtors Should Avoid
5. All About Partners
6. Facebook
7. YouTube
8. Instagram
9. Twitter
10. LinkedIn
11. Social Media ROI for Business Explained
12. Q& A
Flying V Marketing
www.flyingvmarketing.com

Introduction- Vanessa Baker
I am a friendly and focused local resource for digital marketing and
advertising.
Social Media Manager for a dozen small businesses & a city!
• Social Media
• Online Display Ad Management including Behavioral Targeting
• Website Development and Maintenance
• Email Marketing
• Blogging/Content Development
• Press Releases
• Reputation Management
• Search Engine Marketing (Google Adwords)
• SEO Search Engine Optimization
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The Edge
With all the buzz surrounding social media marketing, it’s not
surprising that in its 2015 Emerging Trends In Real Estate
report, the Urban Land Institute (ULI) touted social media use
as the golden ticket for agents looking to gain an edge.
“… Real estate companies that can harness the power of social
media to manage and market property will gain enormous
advantage over laggards in this arena,” wrote the study’s
authors.
We already know social media marketing is important. But
that’s not the real news
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According to author Guy Kawasaki, chief evangelist of Canva, agents
are just a few steps away from realizing social media’s full potential for
their businesses.
“I can name other factors that may be more powerful,” Kawasaki says.
“Economic conditions, mental state because of economic conditions,
good listings, low interest rates, providing good service, achieving good
word of mouth without social media.
“But if you took two agents who were operating in all the same
conditions listed above, same competence, same listings, etc., then,
yes, social media will provide the edge because social media equals
marketing for entrepreneurs and small businesses.”
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9 Tips for Social Media Success for
Realtors
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1. Be the Local Expert
Be your city or subdivision’s expert.
Tailor your content to your local readership.
Tag and mention local followers, “likers” and
friends to involve them in the discussion.
Post while attending local events.
Post chamber information, community events,
garage sales, school info, and recognize
community leaders.
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2. Share useful & valuable info
Build credibility & trust by posting useful information. So that
when people think about listing their home, they’ll consider
you- because you are the expert.
Ideas:
• Nolo.com lists tax benefits for homeowners.
• “Real Simple” explains how to winterize a home.
• Lifehacker explains how to deodorize a refrigerator.
• “Popular Mechanics” releases an article about how to
install a home electric car charger.
• “U.S. News and World Report” publishes its rankings for
public colleges.
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3. When you can’t create, curate!
You are a born agent (maybe not a born writer).
Content Curation basically means that – out of
all the content you find on the social web – you
pass on the most valuable stuff to your network.
Kawasaki says “All it takes is an active, curious
mind. Just find stuff that a seller or buyer would
be interested in.”
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4. Schedule it in
All it takes is 30 minutes per day.
You can preschedule your posts on Facebook,
and tweets on Twitter to save time.
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5. Don’t spread yourself too thin
Choose one or two types of social media and
concentrate your time and attention on those
platforms.
We are going to do a deep dive into some
recommended platforms in a bit…
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6. Don’t try to buy your friends
Don’t buy followers.
Bigger is not better- a smaller, more engaged
audience is the goal. We want brand
ambassadors!
How to grow? Email marketing, advertising,
signage, website links.
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7. Set content goals & stick to them
Take 30 minutes per day.
Post 1-2 times per day.
Like & share other people’s good stuff.
Try for a few months.
For an open house event- post a week before,
the day before, the day of, and a photo “live”at
the event.
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8. Be positive and gracious
Show appreciation for clients.
Praise local business leaders.
Praise the community you live in.
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9. Use Images & Videos
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10. Behind the Scenes
Real estate is fascinating! Many reality TV
shows are about your industry.
Show “behind the scenes”.
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8 Mistakes Realtors
Should Avoid
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1. Coming off as impersonal or
arrogant
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2. Publishing Inappropriate Updates
and Photos
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3. Promoting your Business too
Overtly or Often
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More to avoid…
4. Embellishing Listing Features or Business Info
5. Giving social media access to the wrong
people
6. Posting only personal updates
7. Publishing too frequently
8. Not posting enough original content
9. Using your personal profile to sell stuff
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All About Partners
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Partnership Pays Off!
• Groups- Linkedin has over 22K real estate
groups you can join to get news & info.
• Participate in online discussions with your
local chamber or neighborhood association.
• Do you refer business or do you get referrals
from a referral group, home inspector,
mortgage broker, painter etc? Follow their biz
pages & reshare their info!
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Let’s Take a Closer Look
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Facebook
1 Billion Users Worldwide
71% of online adults use Facebook
77% of all women use Facebook
Facebook is where people go to connect with
friends & family online.
Most realtors want to connect with friends and
family of clients. It provides trust and word of
mouth marketing.
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Set Up a Facebook Page
Don’t use your personal Facebook account for
your real estate services. Why? It lacks
professionalism, and you miss out on a lot of
essential business features (such as insights),
and it’s worth the effort.
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How to Set up a Facebook Page
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How to Schedule a Facebook Post
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How to Run a Facebook Ad
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YouTube
More than 1 Billion Users.
Every day people watch hundreds of millions of
hours on YouTube each month.
300 hours of video are uploaded to YouTube every
minute.
More than 50% of prospective home buyers use
YouTube
as their primary video research.*
*http://www.realtor.org/sites/default/files/Study-Digital-House-Hunt-2013-01.pdf
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Check out these out!
• https://www.youtube.com/channel/UCLVb9P7Qe
Z0V6BtdMoAbAHA
• https://www.youtube.com/watch?v=rjMCDDmPa
eE
Great example of a realtor’s channel in Washington
that uses video for many listings, & a market update
from Coldwell Banker.
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Instagram
• Is bigger than Twitter!
• 300 million monthly visitors
• Instagram has overtaken Facebook and Twitter as
the network with the largest population of younger
users.
• Here’s the breakdown of the percentage of online
adults who use Instagram by age:
53% of 18–29 year olds use Instagram.
6% of people 65+ use Instagram.
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Instagram Tips
• Instagram is owned by Facebook (they paid 1
Billion Dollars in 2012)
• Images from Instagram linked to Facebook
show up longer.
• Only square images- okay to use higher
quality. Minimum 900X900 pixels.
• Use beautiful images of listings, or interesting
& unique listings.
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Instagram Tips
• Photomap- you can geolocate your photos-
great for linking your brand to your
community.
• You can post 15 seconds of video
Examples:
https://instagram.com/remaxmalibu/
https://instagram.com/p/6QbzwFybaF/?taken-by=msmluxuryestates
https://instagram.com/coldwellbankerrandy/
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About Twitter
• Good for establishing authority, providing
customer service in real time, and good for
search engine optimization.
• Very underutilized in the real estate industry.
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Twitter Tips
• Use relevant and specific hashtags (#hashtag)
to get found by those looking for your subject
matter.
• New Listing in the #Turnberry subdivision
#Lakewood, #CrystalLake bity.ly.
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Check this out!
https://twitter.com/richardsilver
https://twitter.com/PhilSoper
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Super Quick Linkedin Info
• Add a professional profile photo
• Ask for recommendations
• Use the wizard tool to fill out every bit of
information
• Add videos
• Join informational groups
• Share helpful information
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Social Media ROI for Business
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Social Media
ROI for Business Explained
ROI or Return on Investment is proof that our
marketing efforts are working.
5 Steps to Measuring ROI
1. Set Social Media Goals
2. Determine the Right Platforms
3. Track Campaigns
4. Report Findings
5. Review Results
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1. Set Social Media Goals
“What Does Success Look Like?”
a) Customer Acquisition
b) Lead Generation
c) Clicks to website
d) Customer Service
e) Boosting Public Relations
f) Social Media for Search Engine Optimization
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2. Determine The Right Platforms
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3. Track Campaigns
Track the time spent, cost of ads and the
activities and campaigns you launch.
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3. Track Campaigns Cont’d
6 Free Tools for Measuring ROI and Social Media
Success
1. Hootsuite
2. SocialMention
3. Klout
4. Facebook Insights
5. Twitter Analytics
6. Google Analytics
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4. Report Findings
• Determine a way to report your results- even
to yourself!
• Come up with a timeframe that makes sense,
weekly, monthly, quarterly, yearly- or all of the
above!
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5. Review Results & Reset Goals
• Once you have your stats in front of you, you
can calculate your ROI and review the results
of your marketing to see what worked and
didn’t.
• If you did paid advertising, that is important
because it relates to a specific cost.
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Other resources to read:
• https://www.thinkwithgoogle.com/articles/ho
use-hunting-season.html
Thank you so much!
Any questions?
Link to this presentation:
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Success on Social Media for Realtors

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