Patch of Land has sponsored an educational effort to teach social marketing for real estate investors, a presentation and workshop catered toward REIA groups, that will help notice and experienced investors to market their businesses to a broader audience using 21st century tools, tactics, and strategies. If your REIA group is interested in having Patch of Land come and give this presentation to your audience, please email community@patchofland.com.

2. Social Marketing for Real Estate Investors
In this presentation, we will go over the following:
• Social Marketing: What is it?
• Lean Startup for Real Estate Investing
• Overview of Social Marketing Channels
• Growth Hacking, Outsourcing, & Automation
• Case Study: Patch of Land’s Journey
• Social Marketing Workshop & Ongoing Support
• NOTE: If you want these slides, submit request at
http://patchofland.com/community
©2015 Patch of Land. Proprietary & Confidential.2

3. About the Presenter – Manolis Sfinarolakis
• Community & Social Marketing Manager of Patch
of Land, one of the top 5 Peer-to-Peer Real
Estate Crowdfunding platforms in the world.
• Founder & CEO of Reality Crowd TV Media
Corporation whose mission is to inform, educate,
inspire, and motivate entrepreneurs worldwide to
start small businesses. Reality Crowd TV helps
entrepreneurs with a variety of efforts including
providing a blueprint on how to crowdfund.
©2015 Patch of Land. Proprietary & Confidential.3

4. What is Social Marketing?
• A relationship-based approach to marketing a
business across online mediums of social media and
websites
• Translates into an online campaigns, consistently
getting in front of potential customers & clients until
they trust the brand, view the brand as a thought
leader, and engage with the brand
• Social Marketing is not is a substitute for offline
activities. Face-to-face interaction, phone calls,
attending events, & creating meaningful relationships
can never be outsourced completely
©2015 Patch of Land. Proprietary & Confidential.4

5. Why Social Marketing Matters
• Information is the new power broker and the Internet
is its domain
• Millennials are coming of age and access all of their
information online. Whether it’s Google, Facebook, or
other web-based media, this is where the party is at
• Thought leadership & online community is the new
sales funnel. An “expert” simply knows a little more
than most people, and anyone can do that!
• What activities are you currently engaged in?
©2015 Patch of Land. Proprietary & Confidential.5

6. Social Marketing Applies in Real Estate
Regardless of your company’s size, Social
Marketing applies to your RE Biz. It allows you to:
– find motivated buyers and sellers
– expand your business – locally, nationally & globally
– find wholesale & rehab deals
– find more listings
– become a real estate expert
– look more credible online
– build a referral network
– access funding online (crowdfunding)
– look, act, & feel bigger than you are!
©2015 Patch of Land. Proprietary & Confidential.6

7. Where Do We Go From Here?
Audience Poll: By a show of hands, how many people
fall into the following experience levels:
– Newbie investor
– Have at least 1 deal done
– Have more than 1 deal done
– Are a real estate service provider
– Are a real estate or mortgage broker / agent
– Are a private money lender and passive investor
We must do as they do in Silicon Valley and implement
Lean Startup Methodology for our Real Estate Startup!
©2015 Patch of Land. Proprietary & Confidential.7

8. Recommended Reading: The Lean Startup
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9. Some Key Terms To Know
• Minimum Viable Product (MVP):
– Defined as the product or service with the highest return
on investment versus risk
– In other words, it is the product or service that gets the
job done with the lowest risk, lowest cost, and in the
fastest time possible to prove the concept & market
• Pivot:
– Defined as “structural course corrections,” which are
designed to test a new fundamental assumption about a
product or business model. Startup experts
believe pivots are permanent routines for any growing
company — even after they achieve early success
©2015 Patch of Land. Proprietary & Confidential.9

10. Business Plan vs. Business Model
• Lean Startup Methodology promotes the business
model: fluid, shorter in composition, and is
meant to test assumptions, learn from them, and
pivot if necessary as compared to biz plan
• The Lean Canvas is where the business model is
documented & adjusted: https://canvanizer.com/
• A great resource and free website to plan your
lean startup is at http://startitup.co
• The father of Lean Startup Steve Blank has an
amazing resource library at http://steveblank.com/
©2015 Patch of Land. Proprietary & Confidential.10

11. Lean Startup for Real Estate
• What are the minimum things you need to get
started in your lean startup real estate business?
– Your Big Why: The Mission & Vision of your Biz
• Important for the type of content & voice you are
expressing as you socially market yourself to the world
– Website: Simple site with blogging capabilities &
contact form
• Recommend WordPress for ease of use
• Multiple Plugins available for email marketing
– Social Media: LinkedIn, Twitter, Meetup, Google
Plus (Webinars), Bigger Pockets,
Facebook/Instagram
©2015 Patch of Land. Proprietary & Confidential.11

12. Your Big Why
Your Big Why:
• Is the reason for creating your company
• Is personally connected to your passions
• Is inspiring to you and hence, inspiring to others
Example Patch of Land: “Building Wealth, Growing Communities”
– Patch of Land solves the problem of traditionally inefficient,
fragmented, and opaque real estate lending with proprietary
technology and a data-driven process that provides transparency,
and scalable, efficient underwriting. Patch of Land meets the
growing demand in real estate debt financing with a system that
eliminates unnecessary delays and fees that borrowers traditionally
experience when seeking financing.
©2015 Patch of Land. Proprietary & Confidential.12

13. Your Website
Your Website:
• Conveys your mission & what you do
• Allows you to collect potential leads & data
• Provides access to information & education
• Positions you as a thought leader in real estate
Recommendations:
• Use WordPress for ease of use and blogging capability
• Install SumoMe plugin for email lead capture
• Decide whether you will email leads 1 on 1 or newsletter
©2015 Patch of Land. Proprietary & Confidential.13

14. Social Media
Social Media:
• Most efficient and free marketing source available
• Must know the basic principles of it to leverage it
• Outsourcing & Automation amplify your reach
Recommendations:
• Use social media initially to listen to conversations, cadence, tone
• If new to it, start with 2 platforms, master those, then expand into others
• Become a thought leader by sharing your knowledge via blog posts and
webinars, then syndicate across Google +, LinkedIn and Twitter
• Practice the use of and test social media marketing tools
• Automate via tools or outsource where necessary once you master
each platform personally. Lead by example!
©2015 Patch of Land. Proprietary & Confidential.14

15. Overview of Social Marketing Channels
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16. Key Social Media Principles You Must
Understand To Get The Most Out Of It!
• If you follow them, they might follow you back
• Know & Speak to your target audience
• Provide regular & relevant content
• Leverage automation & outsourcing to amplify
(see growth hacking section later on)
• Build relationships and strategic partnerships
• Images & Videos get more engagement
• Mixing Links with Images gets more link clicks
• Engage with others. Participate in online events.
Experiment with tools and strategies. Have fun!
©2015 Patch of Land. Proprietary & Confidential.16

17. Twitter
• Best for Link Clicks to your website without having
to pay per click (PPC)
• Methods of engagement
– Posting content of your own
– Retweeting: Sharing someone else's content
– Favorite: Liking someone else’s content
– Follow / Unfollow: Adding or decreasing followers
– @Reply: Sending a direct tweet to someone (public)
– Direct Message: Sending a direct message (private)
– Twitter Chats & Hashtags: Participating in chats
organized around a Hashtag (see #P2RE example)
©2015 Patch of Land. Proprietary & Confidential.17

18. LinkedIn
• Best for direct business development relationships with
your target market & list building
• Methods of engagement
– Posting status updates (personal & company page)
– Connecting with business professionals
– Robust search capabilities
– Comments, liking, and sharing content
– Writing blog posts and sharing them
– Joining groups of like minded professionals
– Sending private messages to 1st level connections
– Creating a professional profile & receiving/giving
recommendations & endorsements
– Building your email list by exporting LinkedIn contacts into
your email marketing system via csv file
©2015 Patch of Land. Proprietary & Confidential.18

19. Google Plus
• Best for hosting thought leadership webinars through
Google Hangouts & YouTube integration
• Methods of engagement
– Posting your own content & liking, sharing, and commenting
on the content of others
– Creating events & live recorded webinars through YouTube
integration
– Learning from and joining other webinars held by other users
– Joining & engaging in communities of like minded
professionals
– Follow / Unfollow of Circles; the contact management system
of Google Plus
– Directly emailing a user in Google Plus through account
– Repurposing recorded webinars as content on your website
– Inviting other people to join your webinar to be interviewed
©2015 Patch of Land. Proprietary & Confidential.19

20. Facebook
• If you have a marketing budget, Facebook
advertising may be an option for you
• Methods of engagement
– Posting content (Personal & Company Pages)
– Boosting posts / paid marketing budget
– Engaging in groups of people with similar interests
– Liking, commenting, and sharing content
– Native video content is huge on Facebook
– Ghosted Paid Posts great for link clicks to website
– Remarketing & Google Tag Manager prominent
– Private messaging personal connections
©2015 Patch of Land. Proprietary & Confidential.20

21. Instagram
• Great for building your personal & business brand
through sharing pictures
• Methods of engagement:
– Posting pictures for your personal or business page
– Liking & commenting on other peoples content
– Private messaging to your connections
– Tagging of other people in your pictures (use sparingly)
– Hosting contests or giveaways (tag people in posts)
– Connects to multiple other social networks so one post
on Instagram can syndicate to Tumblr, Facebook,
Twitter, Flickr, etc. (kills a few birds with 1 stone)
©2015 Patch of Land. Proprietary & Confidential.21

22. Meetup
• Best platform to start a conversation in the virtual
world and end up meeting in the physical world
• Methods of engagement
– Creating your own group or joining the other groups
– Private messaging members of a group you’re in
– Private messaging the group organizers of groups
– Posting in group discussion boards
– Emailing members of groups you own and run
– Ability to have paid events & ability to crowdfund on the
meetup platform for event expenses
– Calendar is embeddable as a widget on your website
©2015 Patch of Land. Proprietary & Confidential.22

23. Bigger Pockets
• Best forum to learn about, and network specifically
for real estate. The largest real estate network.
• Methods of engagement
– Direct connections
– Posting on forums
– Posting in marketplace (if you are a Pro Member)
– Private messaging to connections
– Setting up email reminders for keywords of interest
– Searching for finance sources (crowdfunding, hard
money)
– Building your personal brand and nationwide network
– Leveraging their free resources, webinars, and podcasts
©2015 Patch of Land. Proprietary & Confidential.23

24. Other Platforms
• Pinterest
• Tumblr
• Quora
• YouTube
• Eventbrite
• SlideShare
• SnapChat
• Vine
• And new ones pop up all the time!
©2015 Patch of Land. Proprietary & Confidential.24

25. Growth Hacking, Outsourcing & Automation
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26. Growth Hacking
• A growth hacker is a person whose true north is growth
• Every decision that a growth hacker makes is informed by
growth. Every strategy, every tactic, and every initiative, is
attempted in the hopes of growing. Growth is the sun that
a growth hacker revolves around. Remember, the power
of a growth hacker is in their obsessive focus on a
singular goal. By ignoring almost everything, they can
achieve the one task that matters most early on.
• This absolute focus on growth has given rise to a number
of methods, tools, and best practices, that simply didn’t
exist in the traditional marketing repertoire, and as time
passes the chasm between the two discipline deepens.
©2015 Patch of Land. Proprietary & Confidential.26

27. Outsourcing
The following tasks can be outsourced:
• Targeted follow / unfollow procedures
• Targeted private messages on LinkedIn
• Eventual management of your social accounts
• Hiring someone to post content from your site on
a recurring basis
• Creating images & content
• Creating video & content
• Scheduling appointments & general admin
• And Much-Much More!
©2015 Patch of Land. Proprietary & Confidential.27

28. Automation
The following tasks can be automated:
• Scheduling content on a recurring basis
• Auto-liking, commenting, and replying to content
• Follow & Unfollow automation
• Auto-visiting user profile & data scraping
• Auto-private messaging connections
• Auto-welcome tweeting new followers
• Auto-posting other peoples content
• Auto-retweeting
• And Much-Much More!
©2015 Patch of Land. Proprietary & Confidential.28

29. Now Let’s Review Patch of Land’s Growth
And See Examples Of Growth Hacking
©2015 Patch of Land. Proprietary & Confidential.29