Presentation for Risk-Adverse Real Estate Brokers in Virginia.

1. Leading
in a
2.0 World
Matthew Rathbun, Licensed Broker
ABR, ABRM, ASR, AHWD, CSP, CNE, e-PRO, QSC, GREEN, GRI, SRES
Eco-Broker
Director of Professional Development
This
work
is
in
the
Public
Domain.
To
view
a
copy
of
the
public
domain
cer;fica;on,
visit
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or
send
a
le>er
to
Crea;ve
Commons,

3. THE
WHY
OF
TECHNOLOGY
1% 38%
1%
2%
5%
Internet (38%) 6%
Realtor (33%)
Yard Sign (14%)
Home Builder (6%)
Friend/Relative (5%) 14%
Knew Seller (2%)
Flyer/House Book (1%) 33%
Print Media (.87%)
Source: 2008 NAR Profile of Buyer and Sellers

4. WHAT
DID
THEY
FIND
IMPORTANT?
100
75
50
25
0
Agent Info (3%)
Company Info (5%)
Area Information (21%)
IDX/MLS (96%)

5. “Failing
to
make
a
decision
to
change
is
SWANEPOEL
REPORTS
simply
not
an
opFon
–
the
market
will
make
one
for
you.”
(2008
Swanepoel
Report)
“GeneraFon
X
and
Y
are
growing
up
with
a
poor
percepFon
of
the
real
estate
industry.”
“They
believe
they
can
and
should
fix
it.”
(2008
Swanepoel
Report)

6. THE
WHAT
AND
WHY
OF
REAL
ESTATE
2.0

7. Facebook
Demographics
• 170%
Growth
in
35-­‐45
year
olds
in
past
year
• Average
age
of
a
user
is
32
• Majority
are
College
Graduates
• Largest
increase
of
users
are
those
over
55
in
the
past
year
• 320+
million
acFve
users
• Average
users
have
120
friends
• 18
million
update
daily
• Over
3
Billion
minutes
spent
on
Facebook
daily
– Source:
h<p://www.facebook.com/press/info.php?staDsDcs

8. It’s Like an Episode of Seinfield….

9. They
are
talking
about...
9

10. anything.

11. everything.

12. yes,
even
real
estate.

14. What
is
Social
Media?
Social
media
is
with
other
people
on
the
people
talking internet!

15. MarkeFng
is
a
ConversaFon

16. THE
WHAT
AND
WHY
OF
REAL
ESTATE
2.0
84%
of
Consumers
used
an
REALTOR®
84%
of
Consumers
used
Internet
Frequently
Used
Resources
in
Purchase
Internet
66%
REALTOR®
64%
Found
following
resources
useful
Agent
70%
Internet
78%
(Sources
for
all:
NAR
Profile
of
Buyers
and
Sellers
for
2007)

17. Engage
Educate
Edify
15:1
Engage
to
Pitch
RaDo
17

18. THE
WHAT
AND
WHY
OF
REAL
ESTATE
2.0
• “87%
of
Brokers
feel
that
servicing
smarter
and
more
informed
consumers
as
their
largest
concern.”
• Swanepoel

19. VIRGINIA
-­‐
DEFINING
TECHNOLOGY
Virginia Code 18VAC135-20-190
“Advertising” means all forms of representation, promotion and solicitation
disseminated in any manner and by any means of communication to
consumers for any purpose related to licensed real estate activity.
Disclosures Required:
1. Firm’s name, city and state of office
2. Licensee’s Name
3. License Status
4. Jurisdiction(s) Licensed

20. VIRGINIA
-­‐
DEFINING
TECHNOLOGY
Virginia Code 18VAC135-20-190
All Advertising must be under the direct supervision of the principal broker
or supervising broker...
The firm’s licensed name must be clearly and legibly displayed on all
advertising.
Online Advertising (Section C of the Code)
1. All Online Adverting applies to this Code
2. E-mail message are included in regs
3. Instant Message are included
4. Chat and Internet based Dialogue
5. The “web”
6. Voice Over Net
7. Banner Ads

21. VIRGINIA
-­‐
DEFINING
TECHNOLOGY
Virginia Code 18VAC135-20-190
All On-line Listings must be kept current and consistent as follows:
Ads must be consistent with Property Descriptions and ACTUAL Status
Reasonable effort must be made in a written, timely manner for third parties to
update listing information.
All listing information shall indicate in a readily visible manner the date that the
listing information shown was last updated.

22. VIRGINIA
-­‐
DEFINING
TECHNOLOGY
Virginia Code 18VAC135-20-190
✴Section D – Prohibited Activities
✴ Implying that the property listed is for sale by the owner or unlicensed person
✴ Failing to include a notice in all advertising that the owner is a real estate licensee has
interest in a particular property ( as in financial or owner interest )
✴ Fail to include firm’s licensed name on any sign displayed outside any place of
business
✴ Failure to get written consent of the seller prior to advertising any specific
identifiable property
✴ Property not listed by the party making the advertisement

23. CODE
OF
ETHICS
APPLICATION
➡ Standard
of
PracDce
1-­‐2:
Applies
Code
arDcles
to
the
internet
➡ Standard
of
PracDce
1-­‐9:
ConfidenDality
➡ ArDcle
10:
Fair
Housing
➡ ArDcle
12:
Honesty
in
MarkeDng
(Similar
to
VAC)
➡ ArDcle
13:
ProhibiDon
from
giving
Legal
Advice
➡ ArDcle
15:
Reckless
Statements
about
other
REALTORS®

24. GENERAL
LEGAL
CONSIDERATIONS:
BLOGS
‣ DefamaDon
‣ Unlicensed
PracDce
of
Law
‣ Breach
of
ConfidenDality
of
Clients
‣ Copyright
ViolaDons
‣ Untrue
Statements
‣ Trademark
ConsideraDons
‣ Necessity
for
Required
Disclosures

25. WWW.GOOGLE.COM/ALERTS

26. FACEBOOK
GROUPS

27. Further
steps
you
can
take
to
reduce
your
liability:
Post
only
material
you
own,
you
have
permission
to
use,
or
that
is
with
the
scope
of
fair
use
(generally
includes
review,
news
reporFng,
teaching,
or
scholarly
research);
Remove
infringing
content
immediately;
Have
a
well-­‐cra`ed
Terms
of
Use
Instruct
agents
and
those
posFng
to
use
cauFon
when
posFng;
Realize
that
blogs
can
be
viewed
as
an
adverFsement
and
follow
all
applicable
rules;
and
Don’t
select
and
edit
messages
–
it
could
subject
you
to
greater
liability
because
you
are
taking
a
more
acFve
role
in
the
publishing
the
contents.

28. Add
Agents
to
Personal
RSS
Feeder
Have
wriden
policy
Outline
what
they
are
permided
to
write
about
Outline
what
types
of
sources
they
can
use
for
clients
Outline
number
of
Blogs
they
can
have
that
are
RE
related
Require
training
to
post
Have
requirement
for
Licensee
to
advise
you
of
every
new
markeFng
venue
that
they
use.

29. POPULAR
HIGH
RISK
PRACTICES
False
Statements
about
CompeGtors
and
/or
their
pracGces
AnG-­‐Trust
ViolaGons
Picture
ManipulaGon
or
“Enhancements”
ArFcle
2
 Vendedas

30. CREATE
POLICIES
‣ Appoint
a
Tech
Savvy
Broker,
as
the
New
Media
Manager.
‣ Have
wriWen
policies
to
govern
who
can
write
blogs
etc…
‣ What
they
are
permiWed
to
write:
‣ Only
factual
informaFon
‣ Must
have
disclosures
‣ Must
report
any
complaints
made
on
their
posts
‣ The
may
not
edit
comments
except
for….

31. Be Safe Out
There!
Part II
31

32. Electronic
Signatures
UETA = Uniform Electronic Signature Act (1999)

33. 33

34. 34

35. HiJacked Listings!
35

36. Agent Identity Watch
Centralized Showing and Lockbox
Agent Impersonations Online
Access of Client Databases
Shared Lockbox Access
Shared MLS Entry
Computer Threats
(By and Against Agents)
36

37. www.TheAgentTrainer.com
matthew@realtor.com
Facebook.com/mattrathbun
Twitter.com/mattrathbun

38. Now... To Build
a Community
Part III
38

39. 39

40. 40

41. If
you
can‘t
be
found
online...
You
don’t
exist
41

42. Google.com/addurl 42

43. 43

44. 44

45. 45

46. I say Innovation -
Does my broker?
46

47. 47

48. 48

49. Blogging:
Recruitment
and
RetenDons
MulD-­‐Author
Approach
WriDng
for
Agents
and
Consumers
Forum
based
tool
for
agents
RSS
is
your
Friend
Wordpress.org
versus
Wordpress.com
Pace
Budgets
49

50. 5
Must-­‐Use
Tools
for
Brokers
Company /
Association Blogs
50

51. 51

52. 52

53. www.TheAgentTrainer.com
matthew@realtor.com
Facebook.com/mattrathbun
Twitter.com/mattrathbun