Do you have a Facebook Business Page because someone told you with certainty that “you should”? Are you finding that it’s not bringing in business and referrals the way that you thought it might? Do you feel that every minute you spend on your Business Page is just a waste of time? Delete your Facebook Business Page today and start harnessing the power of your personal profile. Start being truly social on social media and reap the benefits almost immediately. You shouldn’t be doing business via the social, but you should be using the treasure trove of knowledge that Facebook gives you to give better service to your clients and sphere. In this whirlwind session, we’ll cover: Optimizing your personal profile for public viewing while keeping your privacy at the same time Harvesting the hidden gems of information Facebook provides that you may not know about Getting “face-to-face” with clients via Facebook Finding your niche – using a hobby or interest that is traditionally an in-person activity into a lead-generating business model Avoiding the pitfalls of bad etiquette on Facebook personal pages

1. Maximizing Facebook
For Your Real Estate Business
Maura Neill
ABR, CRS, CDPE, REALTOR®

2. Can Your Marketing Be
Consumer-Centric?

3. What Do These Messages Say?
• “I‟m out of listings! Who wants to
sell?”
• “I‟m in LOVE with my new listing!”
• “Just wrote contracts today for 3
lucky buyers!”

4. What Message Are We
Sending to Consumers?

5. Social Media Landmines
For You
• Always make sure that your
company name and
professional status are
apparent on every electronic
communication you make.
• Be careful about posting
information about your
meetings with clients or other
real estate professionals.
• Don‟t complain, brag, or even
talk about your client‟s
reactions to property.

6. Social Media Landmines
for Your Clients
• Have your clients make a list of
all the social media sites on
which they have profiles.
• Warn them about posting
during the buying or selling
process.
• Explain the dangers that social
media can pose to their
negotiations.
• Need a horror story to tell?

7. Client Confidentiality
• If your client chats with you on
Facebook, remember to stay off their
wall.
• Never post about properties while in
negotiations.
• Never post anything negative about
a listing.
• If you are having a bad day, keep it
to yourself. No venting!

8. “Always have something to sell,
but don‟t always be selling.”
~ Chris Brogan

10. Where Is Your Facebook
Presence?
• Your personal profile – what does it
look like?
• Your Facebook Business Page:
– Do you have one?
– Do you use it effectively?
– Do you need one?
• Where do you spend the most time
and get the most response?

11. Facebook Business Pages

12. Who Sees Your
Facebook Business Page?

13. Branded Facebook
Business Page

14. What To Post
On Your Business Page
• Links, links, links – to your videos, blog
posts, buyer/seller tips – drive the traffic to
your site
• Photos – local, your listings, funny things
you see while showing homes, caption
this
• Videos – keep them short and informative
• Local information
• Open houses and listings okay here

15. Ask Questions

16. Ask Questions

17. Ask Questions

18. Use Action Words to
Encourage Engagement

19. Facebook:
Your Website‟s Best Friend
Add the “Like” button to your website
to link your Facebook Business Page to
your site:
http://goo.gl/aZbXf
 Integrate your page with your
website: links to blog
posts, website pages, etc.

20. Drive Traffic
• …from your Facebook Page to your
website blog with links to posts and
information
• …from your website/blog to Facebook
with the “Like” button
• Avoid sending them away from you as
much as possible – use the 80/20 Rule

21. Link Tips
• Give a teaser, a
quote from the
post/article –
something to
encourage the
reader to click
• Don‟t just post the
link & expect it to
get traffic/traction

22. Don‟t Want a Biz Page?
Find Your Facebook Niche

23. Finding Your Facebook Niche
Bobbi Howe‟s Saturday Morning Runners

24. Optimize Your Facebook Profile
for Public Viewing

25. Potential Clients Will
Find You On Facebook
• Give them something to see
• Let them get to know the “public” you
• Create trust, authenticity, and credibility
• Keep it to the 80/20 rule – put some
personal info out there (but still, only
things you feel comfortable sharing
publicly)

26. What Does Your Profile Photo
Say About You?
• Does it look like you? (in other words, is it
current?)
• Is it professional? Or at the least, not
UNprofessional?
• Is it friendly? accessible? relatable?
• Does it appeal to your target audience?
• Is it a photo that you‟re okay with having
seen publicly?

27. How Personal is Your Profile?
• Not everything you post needs to be
private; what can potential clients learn
from your public Facebook posts?
Image courtesy of jannoon028 at FreeDigitalPhotos.net

28. You Can Go Public
Without Giving Up Your Privacy
Use the options Facebook gives you to
create a Public Profile within your personal
profile

29. You Can Go Public
Without Giving Up Your Privacy
• You can also go
back and edit
past posts to
optimize your
profile – try
going back 1
month or so.

30. How I Go Public
Public Kept Private (Friends Only)
• Recipes • Photos of
• Photos of food, family, vacations, per
Atlanta places, sonal occasions, etc.
things to do
• Check-ins (most)
• Funny (but
appropriate) • Anything else I would
• Links to my blog not be comfortable
posts with a stranger
• Things that brand knowing
me, i.e., bacon 

31. Social Objects
What do people think of
when they think of you?

32. Julie Beall
Put This On Facebook
1,000 pairs of shoes donated…and delivered

33. Harvesting the Information at
Your Fingertips

34. Letting Facebook Do the
Work For You
From Raziel Ungar ~ Burlingame, CA
• Clients‟ hobbies, interests
• What you see on Facebook + how
well you‟ve gotten to know them
• Sharing articles, books, points of
interest
• An excuse to get in touch

35. Harvesting Facebook for
Client Information
Birthdays & Anniversaries

36. Where To Find Client Information
Facebook gathers useful
info for you!
Timeline-style page
(above); old page style
(right)

37. Prospect Searches

38. New Prospects? Check „Em Out!
• Search by name and/or email address
• View as much of your prospect‟s profile
as they have made public
• Send a message via Facebook

39. When a New Prospect Comes In
• Search for and view profile
• Learn what you can about
• Send a message via Facebook
introducing yourself
– If you usually email a prospect (i.e., an
Internet lead), why not also send a
brief message on Facebook?
• Encourage them to view your profile (not
necessarily friend you) – they‟ll see your
public posts!

40. Facebook Graph Search
Waitlist for Graph Search:
http://facebook.com/about/graphsearch

41. Avoiding Facebook Faux Pas

42. Your Facebook Profile is Not
Meant To Be For Business
But don‟t take my word for it…ask Zuck:
“You will not post unauthorized commerical
communication (such as spam) on Facebook…
You will not use your personal timeline for your own
commercial gain.”
Facebook Terms of Use: www.facebook.com/policies
Facebook Pages Terms:
www.facebook.com/pages_guidelines.php

43. How To Talk Business
On Your Facebook Profile
Think 80/20
Social is the name of the game
When in doubt, leave business out
Okay: Not Okay
• Links to your blog posts • Posting your listings &
• Check-ins at your office open houses
or at a closing • “Are you thinking of
• Congratulating a client – buying a home…” posts
if they‟re okay with it • Anything that even
slightly resembles spam

44. Who Sees Your
Facebook Business Page?

45. Where Is Your
Facebook Presence Now?
• Your personal profile – what does it look
like?
• Your Facebook Business Page:
– Do you have one?
– Do you use it effectively?
– Do you need one?
• Where do you spend the most time and
get the most response?

46. Optimize Your Facebook Profile
for Public Viewing

47. Potential Clients Will
Find You On Facebook
• Give them something to see
• Let them get to know the “public” you
• Create trust, authenticity, and credibility
• Keep it to the 80/20 rule – put some
personal info out there (but still, only
things you feel comfortable sharing
publicly)

48. What Does Your Profile Photo
Say About You?
• Does it look like you? (in other words, is it
current?)
• Is it professional? Or at the least, not
UNprofessional?
• Is it friendly? accessible? relatable?
• Does it appeal to your target audience?
• Is it a photo that you‟re okay with having
seen publicly?

49. How Personal is Your Profile?
• Not everything you post needs to be
private; what can potential clients learn
from your public Facebook posts?
Image courtesy of jannoon028 at FreeDigitalPhotos.net

50. You Can Go Public
Without Giving Up Your Privacy
Use the options Facebook gives you to
create a Public Profile within your personal
profile

51. You Can Go Public
Without Giving Up Your Privacy
• You can also go
back and edit
past posts to
optimize your
profile – try
going back 1
month or so.

52. How I Go Public
Public Kept Private (Friends Only)
• Recipes • Photos of family,
• Photos of food, vacations, personal
Atlanta places, occasions, etc.
things to do
• Check-ins (most)
• Funny (but
appropriate) • Anything else I would
• Links to my blog not be comfortable
posts with a stranger
• Things that brand knowing
me, i.e., bacon 

53. How To Talk Business
On Your Facebook Profile
Think 80/20
Social is the name of the game
When in doubt, leave business out
Okay: Not Okay
• Links to your blog posts • Posting your listings &
• Check-ins at your office open houses
or at a closing • “Are you thinking of
• Congratulating a client – buying a home…” posts
if they‟re okay with it • Anything that even
slightly resembles spam

54. Harvesting Facebook
for Hidden Gems

55. Information at Your Fingertips

56. Letting Facebook
Do the Work For You
Make a Facebook list that includes all of
your past & current clients; then peruse for:
• Find birthdays and anniversaries
• Learn
hobbies, interests, books, movies, music
• Use what you see on Facebook + what
you already know about them
• Share articles, books, points of interest
• Result: excuses/reasons to get in touch
From Raziel Ungar ~ Burlingame, CA

57. Birthdays, Anniversaries…
And So Much More

58. Harvesting Facebook for
Client Information
Facebook gathers useful
info for you!
Timeline-style page
(above); old page style
(right)

59. Prospect Searches

60. New Prospects? Check „Em Out!
• Search by name and/or email address
• View as much of your prospect‟s profile
as they have made public
• Send a message via Facebook

61. When a New Prospect Comes In
• Search for and view profile
• Learn what you can about
• Send a message via Facebook
introducing yourself
– If you usually email a prospect (i.e., an
Internet lead), why not also send a
brief message on Facebook?
• Encourage them to view your profile (not
necessarily friend you) – they‟ll see your
public posts!

62. Finding Your Facebook Niche

63. Don‟t Want a Business Page?
Find Your Facebook Niche

64. Finding Your Facebook Niche
Bobbi Howe‟s Saturday Morning Runners

65. Where Do You Fit In On
Facebook?
• If you enjoy it, you‟ll stick with it.
• Is there a void to be filled?
• Create a group around:
– a hobby
– an interest
– a cause
– a charity
Image courtesy of Danilo Rizzuti at FreeDigitalPhotos.net

66. Getting Face-to-Face
with Facebook

67. Video: Face-to-Face Redefined
• How are you
already using
video?
• Where can you use video on Facebook?
• How can you make it personal?
Image courtesy of Ambro at FreeDigitalPhotos.net

68. Video Tip
People love videos on Facebook – here‟s a
quick tip:
• Embed your videos into blog posts on your
website
• Post the link to that post (with a teaser, a
line or two to make people want to click
through) to your profile or business page
• Send your friends/readers/fans to the link
on your blog/website instead of to
YouTube

69. Hootsuite
• Manage Facebook, Twitter, G+, Foursquare,
LinkedIn, Wordpress, MySpace – all from one
dashboard
• Schedule tweets & updates
• Save time

70. Hootsuite

71. One Last Reminder…

72. Your Facebook Profile is Not
Meant To Be For Business
But don‟t take my word for it…ask Zuck:
“You will not post unauthorized commerical
communication (such as spam) on Facebook…
You will not use your personal timeline for your own
commercial gain.”
Facebook Terms of Use: www.facebook.com/policies
Facebook Pages Terms:
www.facebook.com/pages_guidelines.php

73. Connect: about.me/MauraNeill