Presentation delivered in September 2011 at the Century 21 Leadership Conference in Nashville, TN by Social Media Strategist Jessica Thornton. Focusing on strengthening, maintaining, and leveraging relationships to recruit new agents to your brand.

1. Social Media And Recruiting:
Part I
Jessica Thornton
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2. WiFi ACCESS
Century21
pass: leadership
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3. Recruiting
• “It’s part of your survival, its like breathing”
• “Its the most easily set aside task”
• “Brokers are great when in front of a recruit, its the
prospecting they do not want to do”
• “Contacting someone once or twice a year is NOT recruiting”
• “Its a system, not an event”
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4. Recruiting- What Works
• Proven Tactics:
– Face to Face
– Phone
– Hand Written Letters
• You need a Plan/Strategy/System
– Start with a LIST
• These tactics don’t recruit. YOU do.
• These tactics influence YOUR relationships
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5. Recruiting = Relationships
• How Many Relationships
can you maintain from
your LIST using traditional
Social Media
tactics?
• AT LEAST- how many • Increased # of conversations
conversations can you • Increased exposure
have?
• Increased RELATIONSHIPS
• Who in this room has 5
conversations with
prospects EVERY day?
• Why is this so hard?
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6. Social Media for RELATIONSHIPS
PUBLICS
• Yes- you need to use new Existing System
communication tools. Members
• Start by breaking down your
NEW (cold)
LIST and grouping your
Relationships
PUBLICS
Past/Undeveloped
Relationships
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7. Relationships 101
• Communication
• Consistency
• Value
• Trust
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8. What Tools you need to START
with in Social Media to build
Relationship
• Facebook PROFILE
• Twitter account
– remember you are trying to attract agents
that are already using these tools- you WILL
find them here...
• YouTube Channel
– for your brand/office
– These are the bare bones- There are NO
LONGER excuses for non-use!
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9. Ambient Awareness
• Understand Ambient Awareness
– online contacts see you are alive,
breathing, what you do and who you
hang out with
– they feel closer even if not engaging
• this can be both good and bad things...
– What will your next phone conversation
be like after several online
conversations?
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10. Relationships with Existing Agents
• “The main reason agents leave a company is because they
do not feel appreciated.”
• What is the point of recruiting if you can never RETAIN
• Your system members = your greatest asset!
– get to know them...
– we know you actually like them as people...
– BE THEIR FRIEND ON FACEBOOK... REALLY
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11. Relationships with Existing Agents:
Facebook Friend
• Publicly engage with them
– ask questions, answer
questions
– Talk more about NON Real
Estate topics!
• LIKE what they share and
conversations
• Use INFO to connect on
common Social Objects
– get to know more about your
people!
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12. Facebook LISTS
• Quickly Scan specific
publics and engage with
them
– Target your listening FIRST
• SHARE with specific groups
– This works best for your
agents
– share office news,
reminders, etc and keep
hidden from your other
friends
– Keep your culture tight
and strong
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13. Relationships with Existing Agents:
Facebook Friend
• Get introduced to their
friends
– group conversations
– these are your
prospects
• The online social
contract...
• INCREASE your exposure
in a positive way
• PRAISE your peeps!
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14. Relationships with Prospects
• From your list- COLD
– Google them. Find them
• Add as a contact on LinkedIn
– professional environment = transparency = trust
– include a personal message
• Find and Follow on Twitter
– Create a list on Twitter
– ENGAGE naturally, maybe not instant
– Reply, Retweet
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15. Past and Stagnant Relationships
• Find Them and add to your
networks
– Google, Facebook, Twitter.
Where do YOU feel
comfortable putting this
person?
• Bringing your HIT list online
– and creating another
Facebook List? (or adding
to prospect list)
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16. Relationships with Prospects
• If a warm contact/lead...
– Add as a friend on Facebook
– You are being YOU- building a
relationship, NOT pitching
• Check out Info tab and
– Start a conversation, build a
relationship
• Scan the List!
– “Have 5 prospect conversations
before going to lunch”
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17. Your Online List
• LEVERAGE the built in
functions of the networks PUBLICS
• Strategically and Systemically
• to ENGAGE: Listen and
Message
Existing System
Members
Facebook LISTS
NEW (cold)
Twitter LISTS
Relationships
Past/
Undeveloped
Relationships
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18. Relationships --> PRIVATE
• Social Media conversations sets the tone for private
communication
– picking up the phone feels easier
– use online convos as a REASON to reach out
• this is being respectful! not a COLD call
– Bridge the digital gap - say what you saw on Twitter, Facebook,
etc.
• Leverage online relationship as a JUMPING point for offline
recruiting conversation.
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19. RECRUIT in Private
• Get face to face
– Set 1 face to face appointment every day
• use private avenues in social media (message, DM)
• pick up the phone and call
• send an email
• With increased connections and LOTS of conversations, this is
EASY and FUN
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20. Value Proposition
• Highlight company culture, lots of praise
– This is your CONTENT
– Use Photos and Videos
– Expose YOURSELF in videos!
• Cutting edge communication
demonstrated
– so long as your are natural and genuine
– use the tools for relationships
– use your traditional methods for the “sell!”
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21. Part II: Recruiting Social Media
Workshop
• NEXT:
– Join me at 3:15 to learn
• HOW to create and use Facebook Lists for recruiting
• HOW to create and use Twitter Lists for recruiting
• HOW to FIND new prospects and reach out respectfully
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22. YouReach Media
Social Media Training for Real Estate Professionals
• Online w/ interactive support
• All BCs are Currently Enrolled and presenting to System
Members as the VEHICLE for system-wide adoption
• Multi Media and LIVE weekly Webinars
Launching
• October 20 (Thursdays at 8:15 am PST)
• November 11 (Fridays at 10:30 am PST)
• January 19 (Thursdays at 9:30 am PST)
$99/month, 6 months total

23. CONTACT me!?
@youreachmedia
facebook.com/jessica.lee.thornton
facebook.com/youreachmedia
http://www.linkedin.com/in/jessicathornton
Meet and Greet: TOMORROW 5:30 PM at the Falls!