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Social Media & the

Real Estate IndustryHow to optimize Social Media for

your Real Estate business

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Background: Major influences• Public use of the Internet• The Role of the Realtor

• Influence of search engines…..Google !• Growth of Mobile Phones

• Outbound Marketing (push)• Inbound Marketing (pull)

• ONLINE MARKETING

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Influence of search engines: Google

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Influence of Mobile phones

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Online Marketing1. Lead generation

2. Organic

3. Conversion Optimization

4. Analytics

5. Content Marketing

6. Pay Per Click PPC

7. Social Media Marketing

8. eMail Marketing

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PLANPLAN

PLAN

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PROTECT YOUR BRAND• Twitter.com/yourbrandname• YouTube.com/yourbrandname• Flickr.com/yourbrandname• LinkedIn/yourbrandname• Facebook/yourbrandname

Create a conversion oriented FaceBook fan page (get people to like you and convince them to follow you)

Seed some FaceBook fans (build threshold of 25 fans to set up your vanity URL

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Research, define, and refine core organic search keywords• Who is customer – what do they want – what are their problems• Who is the competition? ( healthclub and diet coke)• Real or perceived benefits• Your products and services• Features

Keyword analysis BEFORE you start blogging

Raven SEO (raventools.com), KeywordDiscovery.com, WordTracker.com, Google Adwords Keyword Tool

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DESIGN• Landing Pages - consistency• “Marketing Glue” consistency for all actions, messages• Focus customers on a ‘call to action’• Tag line – Positioning statement – signature – • Templates – Style - Layout

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Content marketing• Give knowledge away for free

Link bait – infographic – video – pictures – bookmarked for reference and shared

• Submit your posts to social hubs Digg, Reddit, Sphinn, SERPd, Mixx, -- People who only submit their own work usually don’t see the same level of results as people who also promote the work of others. If you are going to use StumbleUpon or a similar tool, try and promote other people’s work in 80/20 ratio to yours

• Bookmark content on Delicious (http://delicious.com) (key word tag = SEO)Bloggers, researchers, PR marketers, Newspaper columnists, authors,

public speakers

• Build a following on Twitter

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Social Media Marketing• Claim your brand• Set up Twitter• Define your style – have something to say (your BRAND)• Build a following on Twitter• Time your Tweets• Create conversion oriented Facebook fan page• Connect Blog to Facebook (you tube, Flickr, SlideShare)

Incorporate SEO in blogging (every blog is a new web page) Ads & affiliate links (immediate monetization) Lead generation (permission required) Google Insights for Search – be the first

• Seed Facebook pages• Start networking on LinkedIn• Stay connected – leave Twitter tabs open for ‘live’ interaction• Create social media contest page – viral based on value of prize to your

audience share this link – tweet this – FaceBook like - comment/feedback- live chat – survey widget -

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Blogging Specifics• Keyword rich titles• The colon is your friend• Keywords at beginning and sprinkled throughout• Use with emphasis (bold, italic)• Use in headers, subheaders, alt-tags, tags• Link appropriate• Individual pages for each product/services you offer• Breakup posts (300-500 words) plus another blog with ToC• Keyword questions (wordtracker)• Tool: Scribe SEO (keyword = ideas for content, links etc.)• Off page optimization – incoming RELEVANT links

Numbered listsHow to articlesEmbedded video List of best blogs in industryGuest BlogsShare “link juice”

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Blogging Mistakes1. Blogging without a Plan2. Blogging before you get your own domain name (URL)3. NOT branding your personal look / design4. NOT paying close attention to important of SEO5. NOT reading other blogs Use a blog search engine (http://www.technorati.com) to find

blogs in your niche

6. NOT leaving informed, intelligent comments on related blogs7. NOT responding to all comments on blog, good and bad8. Making it difficult to subscribe to your Blog.9. NOT taking advantage of social media10. Measuring the wrong things11. NO commitment and not allowing enough time for Blog’s success Minimum of 3 hr/week for 6 months. In that time you should be able to generate at least 3 posts a week, and leave comments on related blogs to drive traffic back to your blog.