home of unlimited opportunity. getting noticed online (in a good way)

Home of unlimited opportunity.Home of unlimited opportunity.

Getting Noticed Online

(In a Good Way)

*Prep for This Week’s Session* Make copies of the “Perception is Everything”

handout, one per associate. Refer to slides 19-22 for more information.

Set up a flipchart and markers for a group brainstorm. Refer to slides 29-30 for more information.

*Delete this slide before presenting *


In our first session we explored the three benefits of social networking:

1.Establishing a presence – Creating online profiles will allow more people to get to know who you are and what you do.2.Build your sphere – You can quickly and significantly build your network through online channels, which will build your business.3.Educate the public – Keep your friends and followers updated on the latest industry news. You’ll be seen as the industry and neighborhood specialist.

Picking Up Where We Left Off…


We’ll continue our focus on social networking by covering tips and techniques for:

•Rising to the top on Google

•How you appear online

•Becoming a trusted advisor

•Turning online networking into face-to-face opportunities

Today’s Make Your Connections Session


Finding an Agent

Last session we discussed:•9% of buyers found their real estate agent through the internet •91% of buyers found their agent through ways not related to the internet Source: NJAR 2008 Profile of New Jersey Home Buyers and Sellers –

includes national data


Why are we so focused on online social networking?

If only 9% of buyers found their agent through the

internet…


It starts with the Real Estate Agent Selection

Cycle.

Let’s take a closer look…


We will begin by looking at how customers find you online…


When customers are researching an agent who was referred to them, what method would they most likely use for their research?

Researching Agents


• LinkedIn, Twitter and Facebook, in addition to a personal website, are heavily weighted so that you get to the top of Google’s online search results (known as search engine optimization or SEO).

• So…a completed LinkedIn, Twitter and/or Facebook profile is the leading way to ensure a spot at the top of a Google search.

Let’s look at an example…

Guarantee Your Spot at the Top of the List

12

Weichert Sales AssociateWeichert Sales Associate

Dodi ReillyDodi Reilly

LinkedIn Profile

Facebook Page

Website


If you were a buyer or seller that searched Google for Dodi Reilly, wouldn’t you perceive that Dodi has a strong online presence?


In addition to an online presence, customers look for certain characteristics in the agent they choose. Let’s take a closer look…


Important Factors When Choosing an Agent

Source: NJAR 2008 Profile of New Jersey Home Buyers and Sellers – includes national data

28%

21%17%

12%

12%

4% 1%

5%Honest & trustworthy

Reputation

Referred

Neighborhood knowledge

Caring & good listener

Company/Broker

Professional Designation

Other


Top 4 Most Important Agent Skills & Qualifications

Source: NJAR 2008 Profile of New Jersey Home Buyers and Sellers – includes national data

99%

93%

90%92%

Honest & trustworthy

Knowledge of process

Responsiveness Knowledge of market

84%86%88%90%92%94%96%98%

100%


Now you know how to rise to the top of a Google search and you’re aware of the characteristics customers look for when choosing an agent. Next let’s discuss the importance of how you

appear online.


In an online world, what you intend to say can be very different from what

the reader perceives.


Exercise: Perception is Everything

Here is an exercise that proves this point:

• Working individually, read the two examples and answer the two questions on the handout.

• Take 3 minutes to complete this.

Distribute handout


Group Discussion: Perception is Everything

1. What word did you circle that best described your impression of how Louis felt in his email?

2. What word did you circle that best described your impression of how Joy felt about the blog?



Let’s see what Louis’s intent was in writing this email:

Louis was saying how impressed he was with the way Bob handled the difficult negotiation. Louis felt that if he were in that situation, he could never have done as well as Bob had.



Let’s see what Joy’s intent was in writing this posting:

Joy was saying how upset she was about the blog. She couldn’t believe that people posted positive comments about it and was sarcastically wondering how they could possibly blog about something worse the next time.


How You Appear Online Is Critical To Your Business

• Be mindful of what you post online. It is permanent – there will always be a record of it – and viral, with the ability to reach thousands of people within minutes.

• Maintain your reputation and credibility as a successful real estate agent with your online network just as you do in your community. Keep your updates positive, engaging, and informative.

• Being authentic, personable, and knowledgeable is key to making connections in-person and online.


Three P’s of Social Networking

Use this balance of daily updates on your social networking sites to maintain your appearance online and keep your networked engaged:

•Personality - keep it positive and let them get to know you on a personal level (family, pets, etc.)

•Passion – Share your knowledge and interests (neighborhood specialist, hobbies, travel etc.)

•Profession – intermittently, remind them of what you do and what is happening in your business and local market


Let’s look at the guiding principle for becoming a trusted advisor to your

online network…

Becoming A Trusted Advisor


The Emotional Bank Account

Source: Stephen Covey “7 Habits of Highly Effective People”

• Emotional deposits represent thoughtful, caring things you do for your network’s benefit (either individually or as a whole).

• Emotional withdrawals represent things you take from them.

• Making too few deposits and too many withdrawals can negatively impact your network and affect their perception of you as a trusted advisor.


Tips for Making Emotional Deposits


• Apply the three P’s of online social networking− Personality− Passion− Profession

• Send personal updates on birthdays, etc.• Interact with your network, frequently

commenting and responding to your network’s updates and questions

• Be helpful, kind, and thoughtful


Emotional Withdrawals


What to avoid:• Posting updates only about your business

and your listings. With online social networking people need to see a mix of both business and non-business interactions, just as they would want to hear in person.

• Religious/political points of view, and potentially offensive jokes, videos, etc.

• Disclosing client information


Tips for Becoming a Trusted Advisor

• Make more emotional deposits than withdrawals.

• Create a daily plan and schedule for social networking. − Keeping current and active will ensure you reap the benefits

your social networking/marketing efforts− Social networking should be in addition to prospecting and

marketing, not in replacement of it

• Build a resource list of valuable, informative items to share with your network.− Sales and coupons− Market information: links, blogs, articles, videos− Events: office, social, community

Let’s start to create this resource list right now…


Activity: Websites Worth Sharing

What websites do you use to get valuable information, tips and ideas to share with your

network? Let’s create a ‘top ten’ list.


Last but not least, turning your online social networking efforts into face-to-face opportunities is really what it is

all about…


Samples of Online Postings to Move from Online to Face-to-Face

Stop by my Open House this Sunday at 123 Main St. Would love to see you!

I am going to the town parade on Saturday morning. Want to join me?

Curious as to how you might be able to take advantage of the $8000 tax credit? I have a few seats reserved at my next seminar. First come, first serve.

Don’t forget my annual 4th of July picnic starts at 1 p.m. , this Saturday, at the town park gazebo. Hope to see you there.

Love my daily morning walks! Are you interested in joining my walking club? We meet at 7:30 a.m. at Smith Ball Field.


Successful social networking is a blend of both online and

face-to-face interactions. Make sure you are doing

both!

home of unlimited opportunity. getting noticed online (in a good way)

Documents

home of unlimited opportunity

online slide

internet slide

handout slide

list slide

closer look slide

national data slide

connections session