MASTERY OF SOCIAL MEDIA FOR REAL ESTATE PROFESSIONALS
THE BIG PICTURE YOU NEED A BRAND TO BE SUCCESSFUL IN REAL ESTATE. A BRAND IS HOW YOUR BUSINESS IS PERCEIVED • What is your brand? • How do you effectively project your brands image across the various social media platforms? • How will growing your brand impact your success in real estate? • Who is your target audience?
WHAT’S YOUR TARGET? In the real estate business you are looking for:
Anyone interested in selling a home, now or in the near future
Anyone interested in buying a home, now or in the near future
Anyone who knows someone interested in selling or buying a home, now or in the near future
That’s it! It doesn’t get any more complicated than that. That is also your business priority list. If all three of those folks call you at the same time, that is the order in which you should prioritize their calls.
(source: Floyd Wickman, Floyd Wickman Courses)
WHAT IS YOUR BRAND? ¹Logos, slogans, charitable causes…..What does the market see in you? First and foremost they need to see a real estate professional. That is your business. Wear that image. You can also show them your heart and share your causes – the soft side. Proper presentation is particularly important in social media.
“Opening Doors For You!” Logos, slogans and pictures courtesy of: Marti Hampton, Re/Max, Linda Craft-Linda Craft and Team, Melissa Schambs-Berkshire Hathaway HomeServices YSU Rlty, Terry Thrower-Fonville Morisey Long&Foster. ¹ Tyler Zey, Easy Agent Pro Web Designs
HOW DO YOU EFFECTIVELY PROJECT YOUR BRANDS IMAGE ACROSS THE VARIOUS SOCIAL MEDIA PLATFORMS? • ¹Timed delivery of routine messages-intended to keep you on their minds • Important news that affect the market- interest rates, economic news • Promotional postings of your listings-new listings, price adjustments • Market news that impacts your customers-rising or falling home prices, projects that impact home supplies • Support of any causes-charitable fundraising, organizations, churches etc. (Sutterfield, Joshua, 2014, Social Media Marketing for Real Estate Agents, Chapter 4, CreateSpace Independent Publishing Platform)
SET GOALS FOR YOUR BRAND: YOUR SUCCESS IN REAL ESTATE In real estate you must have a complete business plan in order to succeed. Your year, quarter, month, week and day should be planned as much as possible. As an independent contractor you don’t get paid unless you sell. Set your goals for your business, then plan your brand building social media campaign around that. Both should include specific outlines for what you want to accomplish. While used and recycled in many different businesses, a good guideline for real estate agents is: “S. M. A. R. T.” Goals.
SPECIFIC, MEASURABLE, ATTAINABLE, REALISTIC, TIME BASED
How many? How often? Is that possible? Can I do it? By when? • Goals for the number of followers desired • Number of posts you need to make to hit your goals
• Make sure you are making posts you can discuss if asked-know your topics! • Set goals based on timelines to measure your progress. Remember, If you don’t know where you are going, any road will take you there. (WICKMAN, FLOYD. 1994, SWEATHOGS REAL ESTATE TRAINING COURSE)
WHAT SOCIAL MEDIA PLATFORMS DO I NEED?
ยนFor your business to grow utilizing social media of any sort, you have to become or even hire a Social Community Manager-SCM. This is not just a marketing task. There are many differences. An SCM is a changemaker, someone who frames the social selling methodology. This is an important step in establishing the protocol for listing and selling homes in the social media world. ยน(Hughes, Tim & Reynolds, Matt, (2016), Social Selling, Chapter: Introduction to Social Selling, Social Selling (pp 20-25) Kogan Page)
This is the big one. ¹This is the one that most of you and your customers are going to be familiar with regardless of their demographic. While many of the millennial generation have moved on and prefer newer media platforms, Facebook® is still the main platform for most American consumers you will be targeting in the real estate business. Facebook® is also share friendly. Other media postings can be shared instantly on Facebook®. There are also business pages specifically for Facebook® users, but for real estate they can be sometimes exhausting for new users due to the fair housing filters, causing posting delays. Be patient, once your page is established it gets easier. ²With over 1 billion daily active users, this platform is not to be ignored. Use this one to develop your network community. With the business page you won’t be collecting ‘friends’, they will be ‘fans’. There are lots of opportunities to promote posts(paid promotions) and there are lots of built-in metric tools to track your progress and enable you to tweak exposure and time new posts. ¹(source: Dan Washington, Berkshire Hathaway HomeServices Carolinas Realty, Tech adviser, “Grow your business through Social Networks” -2016) ²(Roger W. McHaney & David Sachs, Web 2.0 and Social Media, Business In A Connected World, 3rd Edition, 2016. Bookboon.com,7.0, Facebook® and LinkedIn®)
HOW BIG IS FACEBOOK ? Â®
Approximately 2 billion active users
Facebook business post ¹What you need: • Nice headshot of you • Intro page should clearly be about real estate and your services • Location of your business • Methods of contact: phone, text, email, Facebook® Messenger (Roger W. McHaney & David Sachs, Web 2.0 and Social Media, Business In A Connected World, 3rd Edition, 2016. Bookboon.com,7.0, Facebook® and LinkedIn®)
This one is all about pictures and video. For real estate that needs to be accompanied by a quick, brief message and hopefully a call to action. Give them a reason to follow, engage and contact you. These posts can be ‘liked’ and shared. The more likes & shares, the more exposure for your brand. That builds credibility. Utilize filters and color selections to attract more ‘likes’. There are also add-ons to loop video and to emphasize points of interest in your posts. Use hashtags to expand the numbers of users who can find your posts. You can even tag other users or influencers on your posts, yielding more exposure. ¹Follow up on shares, likes or comments to your posts that reference potential business. Direct communication helps get these followers into your sales funnel. Remember that the point of all this is attract new customers. Use hashtags to draw traffic and to acknowledge influencers. ²Facts: nearly 1 billion users as of 2018. Fastest growing social platform per quarter in 2018.
¹(Hughes, Tim & Reynolds, Matt, (2016), Social Selling, Chapter The Mechanics of Traditional Sales. Social Selling (pg. 77) Kogan Page) ²(Source: hootsuite.Com)
Personal Instagram®, identified as a Realtor® Make your posts FUN!
On this account I post things my friends see, but I want them to know what business I am in. Note the name for this account. I want them to know my business. Instagram® posts should be inviting and attractive. According to real estate marketing experts any posts with blue skies are attractive and yield more likes. So, even if you are not promoting real estate, use blue sky pictures for increasing your following. There are tons of fun video filters to make video posts easier and more fun for followers. (Brossman, Martin & McGaha, Anora. (2011) Social Media For Business! Banks Publishing)
All business InstagramÂŽ account This account is all about real estate. Here I post properties for sale and information on home construction, design and materials. I also discuss any issues important to homeowners or investors.
This one is about brief statements that garner attention, attract new followers and establish you as a source of information. Think of yourself as a news reporter for this one. If it is real estate related news, locally or nationally, it needs to get reported here. Retweet news or make your own. Twitter® gives everyone a voice no matter how small their presence.
Suggested topics: reports on the housing market, rising or falling mortgage interest rates, hot topics specific to your market regarding housing. ¹Think of all social media as a cocktail party. Mix and mingle, you never know who you might meet, and you will certainly have fun. ¹(Scott, David Meerman, (2013)The New Rules of Marketing & PR: How to use social media)
ÂšTwitterÂŽ lists are great for business users. Spend quality time building your twitter lists to learn more and to build your followers and your brand. Try www.twitlistmanager.com/ to find popular lists of categories of users.
(Roger W. McHaney & David Sachs, Web 2.0 and Social Media, Business In A Connected World, 3rd Edition, 2016. Bookboon.com,6.3.2 pg 152 Twitter)
Like many folks I first used LinkedIn® as a digital Rolodex®. Others use is when searching for employment. After taking some social media classes I learned that LinkedIn® can be a very powerful sales and prospecting tool. Blogging is a wonderful way to connect with existing or new followers. This format builds credibility and an image of expertise in your industry. ¹Look at the discussion groups on topics that affect your real estate business. Be sure to share your accomplishments and milestones on your road to success with your followers. (Roger W. McHaney & David Sachs, Web 2.0 and Social Media, Business In A Connected World, 3rd Edition,
2016. Bookboon.com,7.2.2 pg 187 LinkedIn
Sample LinkedIn post
¹300 hours of video is uploaded to YouTube® every minute. Now instead of television my kids watch video on YouTube®. YouTube® is now the second largest search engine. The world changed quickly in this form of media. Keep up here. People can be drawn to your brand for everything from home searches to how to clean out their gutters. Utilize every possible topic you can here to drive traffic to your brand. Keep your videos short, concise and professional. Quality also is very important in this platform. Video cameras have greatly improved over the past few years, and good quality video and sound will yield more likes and shares. ¹(Luttrell, Regina, 2016, Social Media: How To Engage, Share and Connect, Rowman & Littlefield)
With YouTube® you can post promotional video for a listing, talk about why your area is a great place to live, or promote your services. Don’t forget to share these videos on other platforms such as LinkedIn®.
TALKING TO YOUR AUDIENCE ¹It is the speaker’s job to get the audience to listen. Every presentation of any sort has two messages- the one sent by the speaker, and the one received by the audience. All messages should be reviewed with that in mind prior to submission. Be careful what your message is, how you state it, and on what platform. Can the message be misinterpreted? Is it political or can it draw criticism? Be careful here. You are in the sales business. Try to avoid confrontational issues. This methodology can be carried over to all social media postings. ²You are building a community of followers. While you can not expect them all to be little clones thinking and agreeing with everything you do, you must be mindful of your content and how it can be interpreted by others.
¹(Lucas, Stephen E., (1989) Chapter 4-Analyzing The Audience. In The Art of Public Speaking (pp 71-72) New York, New York: Random House.) ²(Hughes, Tim & Reynolds, Matt, (2016) Chapter 08-How To Use Technology To Your Advantage. Social Selling (pg. 124) Kogan Page)
TRACKING YOUR SUCCESS There are several metric tracking tools to measure your progress and growth on social media. Most of these platforms have individual tools for reporting of data on your efforts. Some of you may benefit from programs such as Social Mention® to gauge your success in social media marketing. A good growth tool is Empire.Kred®. This would be good for new users to get their followers up quickly. Hootsuite.com® is a great source for not only tracking your progress, but for managing your social media activity across several platforms. You can schedule your posts for the month and let it happen automatically. There is a free basic access version, but if you are looking to really grow your business using social media upgrading to the paid version is strongly suggested. (Roger W. McHaney & David Sachs, Web 2.0 and Social Media, Business In A Connected World, 3rd Edition, 2016. Bookboon.com)
GETTING STARTED, A SUGGESTED PLAN Sproutsocial.com has a very precise 30 working day business plan for getting up and running in the world of social media. With this plan you will cover six calendar weeks with your working days being Monday-Friday. This can be good to prevent burnout, giving the user weekends off. But don’t miss out on opportunities that warrant immediate action such as news events that you might Tweet® or post in your LinkedIn® page over a weekend. (Source: Sproutsocial.com)
JANUARY 2019 SUGGESTED 30 DAY SOCIAL MEDIA PLAN This is the plan we are going to focus on. Using the 30-day plan suggestions on the previous slide carefully review the points of emphasis to plan your 30-day campaign. The goal with this 30-day process is to generate measurable increases in: Followers, Fans, & Likes. You should also be looking to cultivate face to face meetings from these interactions. Direct or private messages work great for asking questions. If you like someoneâ€™s post, let them know in a private message. That encourages communication.
RETURN ON INVESTMENT For the most part, the main investment in your social media campaign is going to be time. Only you know what your hourly worth is. At some point of success you will want to hire someone to manage this part of your business for you. Using the suggested timeline you should set aside 30 minutes minimum to researching, drafting, writing each post. Obviously if you are just retweeting economic news from twitter, it won’t take that long. But be sure to research what you are about to post. Trust but verify. Hootsuite® will cost you at a minimum $30 per month as of this presentation. Probably one of the best parts of using Hootsuite® is the ability to pre-schedule posts. ¹Hootsuite® says that noon to 3pm weekdays are the best time to post to SM platforms. That’s when most people are at work. To help you manage posts across multiple platforms that is a wise investment and a huge timesaver. You also get to utilize the metrics feature if you choose to use that management program. If you post to your platforms 5 days a week, you should be able to do it in 2-3 hours per week. ¹(Hootsuite.com)
BENCHMARKS • ¹Follow the metrics in Hootsuite® to gauge your progress • ²Look at online tools to track your progress and metrics related to real estate: Zillow/Trulia, Realtor.com. Almost all of them offer metrics. The more SM marketing you do, the more hits on your listing’s webpages • Track your activity on SM pages of others, track how many ‘likes’ and direct messages you make • Track views of your video posts on YouTube® • Log and track your face to face appointments generated by the SM campaign • When those appointments turn in to sales, you’ll be able to put a $ value on the contacts you make
¹(Source: Hootsuite.com) ²(source: realtor.com, Zillow.com)
REVIEW AND RECAP WITH GOALS….. Instagram® - Remember, this platform is about quality photos and video. Here is where you get to show off your properties to the market. It is also where you show potential sellers how well you can present homes to the market. It could be a nice photo of a staged room in a home, a new listing available in your market area, or home improvement and remodeling ideas. Anything works here provided the picture or video is of good quality and there is either a quick and effective message or even better, a call to action. Instagram® can share instantly to Facebook® & Twitter®. Don’t forget to use hashtags! #newhomes #homesforsale. And tag fellow influencers. Goal: 6 posts per month.
YouTubeÂŽ - This one is all about the video. They need to be attractive to the market. That could mean they are informative or entertaining. My goal is to mix in self-promotion with these two types of videos. You will find that you are addressing questions or concerns of homeownerâ€™s that may not be on the front of their minds. Partner with a closing attorney or a home inspector to make videos about steps in the process of buying a home. This kind of cross promotion can be beneficial to both of you. This also establishes familiarity with current, past and future customers in the real estate market. Goal: 4 videos per month.
Personal vs business Facebook®. In the past I have promoted real estate on both of my pages, although I try to keep most of it on the business page. My personal Facebook® page has way more traffic than my business page. Goal: do more market information posts on the personal page designed to drive followers to the business page. Hashtags can be used to allow searchers to pick up your topics. Sharing of your posts among other platforms is a good idea in some cases, but not all the time. ¹Mix up your posts as followers could get bored seeing the same posts from you when they follow you on multiple platforms. Goal: 10 posts per month including Instagram® shares.
¹(Roger W. McHaney & David Sachs, Web 2.0 and Social Media, Business In A Connected World, 3rd Edition, 2016. Bookboon.com)
Linkedin® Don’t look at this platform as merely a job-hunting site or a digital phonebook. Learn how to promote your brand and your business using Linkedin®. I posted a market update video on YouTube and shared it on LinkedIn. In one month it generated over 1,000 views. The blog and article features are interesting ways to build stories about your brand and to learn about other agents, educators and leaders in the real estate industry. ¹Find #changemakers and #influencers in the market. Look for discussion groups and learn what they are talking about. Follow them and participate. Goal: 4 video posts(shared from YouTube) 2 blog posts or articles 2+ routine shared posts (Hughes, Tim & Reynolds, Matt, (2016), Social Selling, Chapter The Mechanics of Traditional Sales. Social Selling (pg. 4) Kogan Page)
Twitter® is very time sensitive, almost like a newsfeed. In fact the news should be one of your main topics, but the right news. For Twitter® you should make any posts real estate relevant. It could be housing stats. Mortgage interest rate changes are a good topic. Any economic news that impacts your market works for this platform. Idea: Review the market indicator trigger dates that are scheduled each month and set appointment reminders in your calendar to post those report findings. Watch news articles for year end, quarterly and monthly stats to report. Increase your Twitter® followers by tagging influencers and using proper hashtags. Twitter® perfected the use of hashtags. #realestate #coldwellbanker #newhomes Goal: 4 Tweets® minimum per month plus the Instagram® shares. Tweet® more often as newsworthy items become available. *Don’t Tweet® just to Tweet®.
SOURCE: FLOYD WICKMAN, FLOYD WICKMAN COURSES
LOGOS, SLOGANS AND PICTURES COURTESY OF: MARTI HAMPTON, RE/MAX, LINDA CRAFT-LINDA CRAFT AND TEAM, MELISSA SCHAMBS-BERKSHIRE HATHAWAY HOMESERVICES YSU RLTY, TERRY THROWER-FONVILLE MORISEY LONG&FOSTER.
¹ TYLER ZEY, EASY AGENT PRO WEB DESIGNS
SUTTERFIELD, JOSHUA, 2014, SOCIAL MEDIA MARKETING FOR REAL ESTATE AGENTS, CHAPTER 4, CREATESPACE INDEPENDENT PUBLISHING PLATFORM
WICKMAN, FLOYD. 1994, SWEATHOGS REAL ESTATE TRAINING COURSE
¹(HUGHES, TIM & REYNOLDS, MATT, (2016), SOCIAL SELLING, CHAPTER: INTRODUCTION TO SOCIAL SELLING, SOCIAL SELLING (PP 20-25) KOGAN PAGE)
¹(SOURCE: DAN WASHINGTON, BERKSHIRE HATHAWAY HOMESERVICES CAROLINAS REALTY, TECH ADVISER, “GROW YOUR BUSINESS THROUGH SOCIAL NETWORKS” -2016)
²(ROGER W. MCHANEY & DAVID SACHS, WEB 2.0 AND SOCIAL MEDIA, BUSINESS IN A CONNECTED WORLD, 3RD EDITION, 2016. BOOKBOON.COM,7.0, FACEBOOK® AND LINKEDIN®)
(ROGER W. MCHANEY & DAVID SACHS, WEB 2.0 AND SOCIAL MEDIA, BUSINESS IN A CONNECTED WORLD, 3RD EDITION, 2016. BOOKBOON.COM,7.0, FACEBOOK® AND LINKEDIN®)
¹(HUGHES, TIM & REYNOLDS, MATT, (2016), SOCIAL SELLING, CHAPTER THE MECHANICS OF TRADITIONAL SALES. SOCIAL SELLING (PG. 77) KOGAN PAGE)
(BROSSMAN, MARTIN & MCGAHA, ANORA. (2011) SOCIAL MEDIA FOR BUSINESS! BANKS PUBLISHING)
¹(SCOTT, DAVID MEERMAN, (2013)THE NEW RULES OF MARKETING & PR: HOW TO USE SOCIAL MEDIA)
(ROGER W. MCHANEY & DAVID SACHS, WEB 2.0 AND SOCIAL MEDIA, BUSINESS IN A CONNECTED WORLD, 3RD EDITION, 2016. BOOKBOON.COM,6.3.2 PG 152 TWITTER)
(ROGER W. MCHANEY & DAVID SACHS, WEB 2.0 AND SOCIAL MEDIA, BUSINESS IN A CONNECTED WORLD, 3RD EDITION, 2016. BOOKBOON.COM,7.2.2 PG 187 LINKEDIN)
¹(LUTTRELL, REGINA, 2016, SOCIAL MEDIA: HOW TO ENGAGE, SHARE AND CONNECT, ROWMAN & LITTLEFIELD)
¹(LUCAS, STEPHEN E., (1989) CHAPTER 4-ANALYZING THE AUDIENCE. IN THE ART OF PUBLIC SPEAKING (PP 71-72) NEW YORK, NEW YORK: RANDOM HOUSE.)
²(HUGHES, TIM & REYNOLDS, MATT, (2016) CHAPTER 08-HOW TO USE TECHNOLOGY TO YOUR ADVANTAGE. SOCIAL SELLING (PG. 124) KOGAN PAGE)
(ROGER W. MCHANEY & DAVID SACHS, WEB 2.0 AND SOCIAL MEDIA, BUSINESS IN A CONNECTED WORLD, 3RD EDITION, 2016. BOOKBOON.COM)
¹(SOURCE: HOOTSUITE.COM) ²(SOURCE: REALTOR.COM, ZILLOW.COM)
¹(ROGER W. MCHANEY & DAVID SACHS, WEB 2.0 AND SOCIAL MEDIA, BUSINESS IN A CONNECTED WORLD, 3RD EDITION, 2016. BOOKBOON.COM)
(HUGHES, TIM & REYNOLDS, MATT, (2016), SOCIAL SELLING, CHAPTER THE MECHANICS OF TRADITIONAL SALES. SOCIAL SELLING (PG. 4) KOGAN PAGE)
Educational presentation of the importance of social media marketing for real estate agents.