success on social media for realtors

Success on Social Media for Realtors

Vanessa Baker, Social Media Manager

Agenda:

1. Introductions2. The Edge3. 9 Tips for Social Media Success for Realtors4. 8 Mistakes Realtors Should Avoid5. All About Partners6. Facebook 7. YouTube8. Instagram9. Twitter10. LinkedIn11. Social Media ROI for Business Explained12. 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


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


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.”


9 Tips for Social Media Success for Realtors


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.


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.


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.”


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.


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…


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.


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”atthe event.


8. Be positive and gracious

Show appreciation for clients.

Praise local business leaders.

Praise the community you live in.


9. Use Images & Videos


10. Behind the Scenes

Real estate is fascinating! Many reality TV shows are about your industry.

Show “behind the scenes”.


8 Mistakes Realtors Should Avoid


1. Coming off as impersonal or arrogant


2. Publishing Inappropriate Updates and Photos


3. Promoting your Business too Overtly or Often


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


All About Partners


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!


Let’s Take a Closer Look


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.


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.


How to Set up a Facebook Page


How to Schedule a Facebook Post


How to Run a Facebook Ad


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 YouTubeas their primary video research.*

*http://www.realtor.org/sites/default/files/Study-Digital-House-Hunt-2013-01.pdf


http://www.realtor.org/sites/default/files/Study-Digital-House-Hunt-2013-01.pdf

Check out these out!

• https://www.youtube.com/channel/UCLVb9P7QeZ0V6BtdMoAbAHA

• https://www.youtube.com/watch?v=rjMCDDmPaeE

Great example of a realtor’s channel in Washington that uses video for many listings, & a market update from Coldwell Banker.


https://www.youtube.com/channel/UCLVb9P7QeZ0V6BtdMoAbAHA

https://www.youtube.com/watch?v=rjMCDDmPaeE

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.25% of 30–49 year olds use Instagram.11% of 50–64 year olds use Instagram.6% of people 65+ use Instagram.


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.


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/


https://instagram.com/remaxmalibu/

https://instagram.com/p/6QbzwFybaF/?taken-by=msmluxuryestates

https://instagram.com/coldwellbankerrandy/

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.


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.


Check this out!

https://twitter.com/richardsilver

https://twitter.com/PhilSoper


https://twitter.com/richardsilver

https://twitter.com/PhilSoper

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


Social Media ROI for Business


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


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


2. Determine The Right Platforms


3. Track Campaigns

Track the time spent, cost of ads and the activities and campaigns you launch.


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


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!


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.


Other resources to read:

• https://www.thinkwithgoogle.com/articles/house-hunting-season.html

Thank you so much!

Any questions?

Link to this presentation:


https://www.thinkwithgoogle.com/articles/house-hunting-season.html