Leveraging the Facebook phenomenon and other social media in Real Estate

fluid educational series

©Fluid Studio, 2010

presentation prepared for

Washington County Board of Realtors


presentation presented by


contact Me
text dyejo to 50500

john dye
801.631.4736
johnd@fluid-studio.net
www.fluid-studio.net
twitter @dyejo

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previous presentations


how many have heard of facebook?
twitter? linkedin? youtube?


how many are on facebook?
twitter? linkedin? youtube?


there is no silver bullet


social Media is just one tool in the toolbox


We all have a circle of influence.
people are influenced by those they trust


CIRCLE OF CONCERN

WHAT YOU CARE ABOUT.

WHAT YOU CAN DO
SOMETHING ABOUT.

CIRCLE OF INFLUENCE


viral Marketing

CIRCLE OF CONCERN

WHAT YOU CARE ABOUT.

WHAT YOU CAN DO
SOMETHING ABOUT.

CIRCLE OF INFLUENCE

+
=
viral Marketing


people do not Want to be sold to.
they Want to interact and be heard


ENGAGE

RESPOND

LISTEN


you cannot control the conversation,
but you can participate in it


although social Media is “one-to-Many” broadcast
Marketing, at the end of the day real results Will occur
When “one-to-one” relationships are forMed


4 p’s


4 p’s
product


4 p’s product, price


4 p’s product, price,
place


4 p’s product, price
place, proMotion


3 r’s


3 r’s
relevant


3 r’s relevant, real


3 r’s relevant, real, responsive


4 r’s relevant, real, responsive,
relationship


social Media roi : socialnoMics
http://www.youtube.com/watch?v=ypmfs3z8esi


side-by-side coMparison


deMographics of facebook users

october 2009:
females 18-25 led facebook’s demographic categories, adding
over 700,000 monthly active users to over 12.8 million.



october 2009:

Women over 45 showed strong growth, while increases
in males over 35 were lower.



october 2009:

Women over 45 showed strong growth, while increases
in males over 35 were lower.

facebook is still growing most quickly percentage-wise
amongst users over 45 – an interesting demographic trend that
started earlier in 2009.


general tips

1. the Most effective facebook fan pages are
updated on a regular basis With neW content.


general tips


2. if there's actually evidence that the page
adMinistrator is visiting regularly and
interacting With the coMMunity, the More engaged
fans Will be (check out the Wall on dell's page).


general tips


2. if there's actually evidence that the page
adMinistrator is visiting regularly and
interacting With the coMMunity, the More engaged
fans Will be (check out the Wall on dell's page).

3. pages Work best When they are less about
"Me, Me, Me" and More about "you, you, you"
(custoMer-centric).


general tips

4. be a good MeMber of the coMMunity: proMote
others even More than you proMote yourself.
linking and proMoting others is a nice Way to
shoW you care about others and can set you
up as an “expert” in the field.


general tips


5. the creative Material of your Message should be
soMething that people Want to share virally
With others. Make it neWsWorthy, controversial,
tiMely, iMMediately useful, or even huMorous.


general tips


5. the creative Material of your Message should be
soMething that people Want to share virally
With others. Make it neWsWorthy, controversial,
tiMely, iMMediately useful, or even huMorous.

6. don't spaM—Wrap your self-proMotion in

soMething of value to others (custoMer-centric).

When used correctly, blogs and
social netWorks are poWerful
tools that
broaden your real estate knoWledge
strengthen your online (and in-person) reputation
can expand your clientele


by the tiMe a prospect contacts a realtor,
studies shoW they have been looking at real estate
on the Web anyWhere froM 10 to 40 hours.


savvy realtors are getting ahead of the
inforMation curve by using the poWer of the internet
to attract Qualified prospects!


becoMe a "local" expert



placing your knoWledge of a particular area on a
high visibility social netWorking site can lead pros-
pects to your door.



you need to be Willing to set yourself apart froM
others as an expert in a particular area or niche.
you need a coMMitMent and desire!



don't just be "fluffy"--give good content and peo-
ple Will reMeMber (and use) you



utilize video!
• Quick and easy
• Mobile devices can capture, post, and play
• helps seo


think like the prospect!


think like the prospect!

this is a basic tenet of real estate and other types
of Marketing. the difference noW is hoW you’re
getting your Message across to your target Market!


find a gap and fill it!


Where should you be?

activerain.coM
"our goal is to create a valuable resource of information and
ideas for real estate professionals and their clients."



realestatevoices.coM



realtoWn.coM


soMe realities to consider . . .



be a great agent first



be a great agent first
"you get leads because you're on social media. you close the
transaction because you're a great agent."
Matt Dollinger, real estate performance coach with @properties in Chicago



using social Media is like riding a bull—
getting on is the easy part.



using social Media is like riding a bull—
getting on is the easy part.
it requires an investment of time–not only researching and
writing, but also reading and engaging



there are no prereQuisites–just a desire to try



you need a strategy



you need a strategy
carve out a certain amount of time each week to spend on
social media



you need a strategy
try to "pull" clients to you by sharing valuable information
rather than pushing yourself out to them



knoW Where your leads are coMing froM



70-20-10 rule
(70%=share/educate, 20%=soft sell,
10%=show you are a real person)


key Questions . . .

hoW Much tiMe should i be spending on this?
hoW do i knoW that it's Working?


case study

darrin friedMan
branch vice president of the Coldwell Banker
Residential Brokerage office in Chevy Chase, MD

attributes his blog www.cbblogestate.com to helping his
brokerage receive more than $5 million in referrals in 2008.
also had a part in recruiting and luring half of the 70 agents
he has recruited to the company since january 2007.


advertise


Make inforMation available
electronically


create group/fan pages


bloW up your fan base!


Why do you Want More fans?



the future is in “earned” Media, not paid.

Facebook and other social networks are
primary platforms for earned media.



large coMpanies With Well-knoWn brands Will
have associates set up pages and those pages can
often groW to Millions of users organically and
Without Much effort.

sMall to MediuM-sized businesses often cannot
just set up a page and let the people do the rest.



sMaller and lesser-knoWn brands need to invest
heavily in brand developMent and leverage the
various social Media channels available to theM
to interact directly With their folloWers, fans,
and custoMers.



the Measure of success should not be Whether
your page boasts 30 or 30,000 fans, but Whether
you have successfully attracted a large nuMber
of targeted fans.


tips to add More
Quality fans and folloWers


tips

1. use current fans to drive invitations
to your facebook page


tips


Facebook currently has no limitation on the
number of fans that users can invite to a public
profile. This makes invitations one of the most
important components of generating fans.


tips


Contests are probably the single best tool for
driving more users to your Facebook page if
you encourage fans to invite their friends.


tips

2. create contests often


tips


Think of new and unique giveaways for those
that push new fans your way
(and reward them often).


tips


Most of the time, it is better to give away more
things more frequently than a large grand prize
every so often.


tips


Examples of potential contests:


tips


• Restaurant gift certificates
• Etc.


Leveraging the Facebook phenomenon and other social media in Real Estate

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