Profitable Prospecting with Social Media
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What does real estate marketing look like in today’s world? Marketing for clients and lead generation have changed dramatically in the past decade, and we’ve entered a new frontier. Reaching clients and potential customers used to be a costly venture – with long printing wait-times and pricey postage. Today, online marketing options offer us a free way to keep in touch with our current spheres and reach potential new clients, but the rules are different. This new school of marketing, with its multitude of social media platforms and opportunities, requires a new kind of marketing savvy and can be overwhelming to navigate. This course teaches you how to combine tools like Facebook, Twitter, and YouTube (and more!) along with email marketing and blogging, with the tried-and-true marketing techniques you already know. The class will teach you to: - Develop an online brand that expresses who you are and helps you maintain a consistent online presence. - Create a social media strategy that works for you and incorporates the platforms with which you are most comfortable. - Combine “old school” techniques, like direct mail and print advertising, with new school opportunities, like your Facebook business page and blogging, to create a more cost-effective and optimized approach to marketing.
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Profitable Prospecting with Social Media
- 1. Profitable Prospecting with Social Media Maura Neill ABR, CRS, CDPE, REALTOR®
- 2. Wireless Network: MAAR-Members South Password: maar2008
- 3. On Twitter? Tweet live during this class! @MauraNeill
- 4. Word of Mouth Marketing is the most powerful form of marketing there is.
- 6. Business has shifted. How do you market in the virtual world?
- 7. You spend less time converting prospects to clients when you already have people who: • Know you • Like you • Trust you
- 8. “I Have No Time For…” • Social media • Blogging • Photos • Videos • Email marketing • Anything more than I already do!
- 9. Rule of Thirds from Chris Brogan New Executing on Servicing Prospecting Prospecting Your Accounts Photo credit: “3 fire buckets” by Hadleywal on Flickr.com
- 10. “I Have No Time For…” • Social media • Blogging • Photos • Videos • Email marketing • Anything more than I already do!
- 11. Are You the Same Online and Offline?
- 12. “Always have something to sell, but don‟t always be selling.” ~ Chris Brogan
- 15. Who Sees Your Facebook Business Page?
- 16. Branded Facebook Business Page
- 17. 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?
- 18. 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
- 19. What to Post • Basic systems in place to keep fans engaged. – Fill in the blank Friday – Photo Friday – Update on stats – Pick your palace A and B – Questions – Quotes – Weekend Update
- 20. Encourage Call to Action
- 21. Ask Questions
- 22. Ask Questions
- 23. Ask Questions
- 24. Fill in the Blank
- 25. Don‟t Forget Your Raving Fans
- 26. Use Action Words to Encourage Engagement
- 28. Community – FB Group
- 29. Facebook: Your Blog‟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.
- 30. Drive Traffic • Drive traffic from your Facebook Page to your website blog with links to posts and information • Drive traffic 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
- 31. 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
- 32. Optimize Your Facebook Profile for Public Viewing
- 33. 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)
- 34. 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?
- 35. 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
- 36. You Can Go Public Without Giving Up Your Privacy Use the options Facebook gives you to create a Public Profile within your personal profile
- 37. 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.
- 38. 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
- 39. Social Objects What do people think of when they think of you?
- 40. Harvesting Facebook for Hidden Gems
- 41. Information at Your Fingertips
- 42. 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
- 43. Birthdays, Anniversaries… And So Much More
- 44. Harvesting Facebook for Client Information Facebook gathers useful info for you! Timeline-style page (above); old page style (right)
- 46. 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
- 47. 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!
- 48. Facebook Graph Search Waitlist for Graph Search: http://facebook.com/about/graphsearch
- 49. Finding Your Facebook Niche
- 50. Don‟t Want a Business Page? Find Your Facebook Niche
- 51. Finding Your Facebook Niche Bobbi Howe‟s Saturday Morning Runners
- 52. 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
- 53. Blogging
- 54. Benefits of Blogging Photo credit: “Buy Fresh, Buy Local (lomo)” by stevegarfield on Flickr.com
- 56. Benefits of Blogging Photo credit: “Bullhorn” by carolbrowne on Flickr.com
- 57. What Should I Blog?
- 58. Local Market Stats Photo credit: “Central Scottdale *sic+ Real Estate Market” by athomeinscottsdale on Flickr.com
- 59. Local Dining
- 60. Local News
- 61. Local Events & Things To Do
- 62. Buyer and Seller Tips
- 63. DIY Home Tips
- 65. YOU! Photo credit: “Who Are You?” by adewale_oshineye on Flickr.com
- 66. Getting the Word Out: Using Your Social Media Channels to Drive Web Traffic
- 67. Pushing Out Your Blog Content – via Facebook
- 68. Facebook: Your Blog‟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.
- 69. Pushing Out Your Blog Content – via Twitter
- 70. Pushing Out Your Blog Content – via YouTube
- 71. Pushing Out Your Blog Content – via LinkedIn
- 72. Pushing Out Your Blog Content – via Flickr
- 74. Google and YouTube November 2006 – Google buys YouTube October 2008 – YouTube reported as #2 search engine, surpassing Yahoo!
- 75. Where Should Your Videos Be?
- 76. Video: Face-to-Face Redefined • How are you already using video? • Where can you use video? • How can you make it personal? Image courtesy of Ambro at FreeDigitalPhotos.net
- 78. Consumers and Video • Increase length of time they‟re on your site • Increase your likelihood of being found • Build trust and credibility • Help potential clients feel like they know you
- 79. Video Apps iMovie SocialCam Videolicious Tout Animoto
- 80. Video Tools Gorilla Tripod joby.com/gorillapod iStabilizer – to attach your smartphone to a tripod, monopod, etc. iStabilizer Monopod www.iStabilizer.com www.iStabilizer.com
- 82. Video Tip People love videos on YouTube, on blogs, on Facebook – here‟s a quick tip: • Upload your videos to YouTube • 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
- 83. Video on the Go • Video previews – FaceTime / MiFi • Video during showings • Video for listings – beyond the virtual tour • Neighborhood videos • Closing video • Photo slideshow – scared of video?
- 85. The Personal Contract-to-Closing Facebook Group • Secret Facebook group for you and your client • Post video messages and reminders every step of the way • Better than a phone call because they can replay • Great with more than one person in the transaction – they each get the same message
- 86. The Personal Contract-to-Closing Facebook Group
- 87. Avoiding the Facebook Faux Pas
- 88. 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
- 89. 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
- 90. Using Online To Get Offline
- 91. Where Do You Spend Your Time?
- 92. Tweet-Ups What is a tweet-up? • A way for you to promote your business and another local business = WIN/WIN
- 93. Tweet-Ups • Traditionally advertised via twitter and guest list is random(i.e., whoever sees it!) • New twist = invite select groups of your clients/local sphere • Have a hook to get people there • Inviting the social media-savvy will make the host happy
- 94. Tweet-Ups • Partner with a local business for location and to share cost • Be picky about your invite list – don‟t have to invite entire client list • Be brave – put the word out on your FB biz page/Twitter and attract potential clients/contacts
- 95. MeetUp.com
- 96. MeetUp.com From Brian Copeland ~ Nashville, TN • Join MeetUp.com • Search for MeetUps that interest you OR search for a void in those areas • Join a MeetUp or start a new one • Based on geography and interest
- 97. MeetUp.com Brian‟s group!
- 98. MeetUp.com As an aside… There‟s a void to be filled in Honolulu!
- 99. Flash Client Parties From Chris Rix ~ Hot Springs, AR • Text, email, Facebook a select group (100-ish) 1-2 days before event • Guest list-exclusive • Those people generate buzz & others ask to be on the list • Always plan for more, but if they‟re asking to get in, they‟re prospects
- 100. Google+
- 101. Are You on G+ Yet? • The new kid – who‟s using? • Google owns #1 and #2 search engine – Google + YouTube • Public posts are indexed (unlike on Facebook) SEO Gold! • Hangouts!
- 102. Google+ Public Posts Make your posts public
- 103. Pulling It All Together: Hootsuite
- 104. Hootsuite • Manage Facebook, Twitter, G+, Foursquare, LinkedIn, Wordpress, MySpace – all from one dashboard • Schedule tweets & updates • Save time
- 105. Hootsuite
- 106. Bonus: SEO Tip
- 107. Super-Secret Photo-Naming Trick via Ira Serkes, Berkeley, CA Name your photo with the address of the property, neighborhood name, etc.: 4215-river-shoals-court-duluth-ga-30097-river- mill-homes-for-sale-maura-neill-realtor
- 110. Find This Presentation Online www.mauraneill.com/C-LMemphis
Notes de l'éditeur
- In order to keep the “social” in social media but still be able to keep in touch with your clients and sphere and garner new prospects, it’s important to keep this in mind: “Always have something to sell, but don’t always be selling.”
- Because of the personal nature of of our business – many of us find that clients become more like friends throughout the process -
- People who have already liked it – most likely your friends and clients who are also your Facebook friends. How do you maximize your time on Facebook, using it the way you already do?
- My Facebook profile link comes up on page 1 of a Google search of my name.
- The trend today is that potential clients like to stay anonymous before speaking with us, meeting with us, giving away any personal information. If you give them the opportunity to feel like they’re getting to know YOU – not just the “you” on your website” but the real you – you will gain trust and credibility, they will feel like they know you, and you will lend authenticity to your online interactions.
- Encouraging prospects to view your “public” profile = less threatening and salesy than asking them to like your Business Page.
- Be seen as the Local Expert – I think it’s fairly safe to say that real estate is a very local business. We are no longer selling houses – we are selling a lifestyle. Our buyers want to know about more than just the house they are moving in to, about more than just about the subdivision and schools. They want to know about the local shopping and dining, about parks and playgrounds; they want to feel out the local scene, to see if it is a good fit for them. Blogging about your local world can show that you are a local expert and can help them find more than just a house; you can help them find a place to really live.
- SEO -
- You Have Something To Say – you have knowledge to impart to future clients based on your day-to-day experiences. You answer the same questions and tell the same stories day in and day out – why not let that experience work for you? Gain you potential clients and increased web traffic?
- The obvious: local market statistics. The public wants them, so you can give them what they want. Whether you gather them from your local MLS or you subscribe to a service, such as Altos Research, you can not only provide the data but you can (and should) comment on it, help to demystify it, decipher and interpret it for the public so they can understand the numbers.
- Local dining – if you dine out in your market area, then you can let your readers know about where you love to eat and why. Websites like Foodspotting and Yelp have turned diners on to the idea that eating out is a social event – as if there was any doubt. When we break bread, it is often social. Why not turn your culinary adventures into blog posts that allow you to not only share your love of locally owned restaurants, but also to help promote those places, too – they are small business owners just like you!
- Local events – what does your area have to offer?
- DIY transformations
- Running short on time? A quick photo of a local spot is a great conversation starter! People love photos and videos – they may spend more time on these posts than anywhere else on your site – and it will keep them on your site longer.
- Who Are You? Help your readers get to know you! Today’s consumer wants to get to know you and trust you before they will decide to do business with you. Putting some of your own personality into your blog will help your potential clients do just that. That doesn’t mean talking about what a great REALTOR you are – it means giving a little bit of personal insight into who you are – your likes, your dislikes, what you like to do in your town, where you enjoy going. And this shouldn’t necessarily be a huge number of your blog posts – it can just be in the tone of your posts, the personal tidbits you include (for example, when writing about local dining or events). But the more the consumer feels she’s getting to know you, the more likely they are to connect with you and keep coming back.
- Post a link to your blog post on your Facebook page – write a short teaser line to let people know a little more about what your post is about and to encourage them to click through to read more.
- Post a link to your blog post to Twitter with a teaser line – be sure to tag local businesses (as appropriate) with their Twitter handle. The easiest way to find their twitter handle is via Google (for example, Google “atlanta ballet on Twitter”) or on the company’s website. Also be sure to use the event’s hashtag (like #ManInBlack) or a hashtag for your city (i.e., #Atlanta) if you have room in the post so that your tweets will show up in those tweet streams.
- Using video? Take advantage of the fact that YouTube is the second most powerful search engine on the Internet. When I make a video to accompany a blog post, I always post a link to the post on YouTube. If someone finds your video and wants to read more or find out more about you/the video subject, it’s an easy one-click away.
- Have an active LinkedIn profile? Use the “Share an Update” function (much like a Facebook status update) to post a link to relevant and appropriate posts. Keep in mind, these should be more of a professional nature, to fit the tone of LinkedIn.
- Are you a photographer or just love taking photos? Use your Flickr account to store your photos and also as a way for other photo buffs to find them…and your blog posts.