Social Media Marketing
for Real Estate Professionals
Created and Presented by
Nicholas Scalice
@nscalice

Hello
Defining “Social Media Marketing”
Social Media by the Numbers
The OPEN Method
The “Big Four” Platforms
6 Tools I Use Everyday
Final Thoughts
Agenda

I do this stuff
at this agency
Who Am I?

Defining Social
Media Marketing

• “The phrase ‘social media’ is nothing more than a
way of referencing the current state of the
Internet.” – Gary Vaynerchuk
• A disruption in the way
the world communicates
• The first medium that has scaled
word-of-mouth advertising

Social Media Marketing
Listening and engaging with
a target audience using
various online platforms in
order to create a
transaction
The Definition We Will Use

Listen first,
then respond
Listening…

It’s ping pong
rather than
archery
…and engaging…

Social media consists of a bunch of
little cocktail parties, each
requiring a different approach
and a unique voice
…with a target audience…

Don’t try to be
everywhere
…using various online platforms…

Your goal is to spark
an exchange or
interaction
…in order to create a transaction.

Push Marketing vs. Pull Marketing
Do Less Pushing and More Pulling
Bringing It All Together

The $10,000 Tweet
Image Credits: Wikipedia

Social Media by
the Numbers

• Years to reach 50 million users:
• Radio (38 years)
• TV (13 years)
• Internet (4 years)
• iPod (3 years)
Facebook added 100 million
users in less than 9 months

90% of all home
searches start
online
Source: 2012 National Association of REALTORS® Profile of Home Buyers and Sellers

•Architecture
•Content
•Backlinks
•Social Signals
The Fourth Pillar of SEO

Target home buyers and sellers and get leads
Build a strong personal brand
Position yourself as an expert in your area
Make yourself more accessible
Get more referrals
Keep in contact with your past clients
Save money on traditional advertising methods
But What Can All of This Help ME do?

• Is Your Social Media Strategy OPEN for Business?
Optimize
Publish
Engage
Nurture
The OPEN Method

Optimize
Step 1

Sales
Leads
Awareness
Buzz
Thought leadership
Goals: What Do You Want?

How are you different?
Create a brief pitch that is:
Catchy – Why should I remember you?
Unique – How are you different?
Engaging – What makes me want to take action?
What’s Your CUE Statement?

Develop consistent
branding, images, titles,
biographies, and
usernames

Your website is your huband your home base
Your website must have:
Pages that load fast
An email capture form
Links to your social profiles
A visible CUE statement
A call-to-action on every page
And the #1 secret to a successful site . . .
Your Website is the Central Hub

Your blog is the energy source of your site
4 reasons why you need a blog:
• Get found on search engines for keywords
• Establish yourself as a local expert
• Show your visitors that you’re staying current
• YOU own the content
Only 10% of agents have a blog
Having a Blog and Using it Wisely

• 42% of consumers look to blogs for information
about potential purchases
• 52% of consumers say blogs have impacted their
purchase decisions
• 57% of marketers have acquired new customers
with their blogs
Blogs Convert Readers into Buyers
Source: LeadersWest Digital Marketing Journal

Make it easy for people to share, like, follow, etc.
Sharing is Caring

Publish
Step 2

2014 is the year of
Content Marketing
Start creating guides, eBooks, slides,
videos, infographics, etc.

You should be able to talk about the:
Best restaurants, schools, parks, shops, malls
Crime stats, typical weather, demographics
Individual neighborhood profiles
Local businesses, clubs, sports teams, etc.
Become a Community Expert

• Write a review of something local
• Create a unique list
• Summarize a technical term in simple language
• Interview a client, broker, partner or business owner
• Showcase a neighborhood
• Report on local news and events
• Invite guest bloggers to provide content
• Explain how to do something
• Give a market update
• Create “______ of the week” posts
But Really, What Should I Say?

The 3 E’s of Social Media
Educate
Provide information, teach something of value, inform and
share
Engage
Encourage interaction, ask for comments, encourage your
community to share and interact with you (just remember to
respond)
Entertain
Try to get a laugh, show something interesting, provide a
“break” from the norm (but always keep it related to your
field)

Use Different Types of Posts
Videos
Images
Links
Questions
Quotes
Statements
Shares

Repurpose Your Content Effectively

Use to share
content across Twitter,
Facebook, LinkedIn, and
Google+ at the ideal times
(BufferApp.com)
Scheduling Your Content

Engage
Step 3

Setting Up a Listening Station
+

• Every day is a “National Day of” something
• March 12th was National Plant a Flower Day
– Improve curb appeal by planting a flower
• Check out NationalWhateverDay.com
• Incorporate current events into your content
• Use trending topics to stay relevant
Timing is Everything

• Find and follow local bloggers through Twitter
• Google specific phrases to find blog posts
• Leave short, insightful comments
• Don’t try to sell
Commenting on Other Blogs

Commenting on Other Blogs

Commenting on Other Blogs

1. Use Twitter or Google to find local bloggers
2. Make sure the blog is still “active”
3. Reach out to the owner/author/admin
4. Offer to write an article for their blog
5. Offer them an opportunity to write for your blog
5 Steps to Guest Posting

• You can answer questions anywhere you’d like
• Quora, Klout, Zillow, Trulia, LinkedIn, etc.
• Make it an everyday habit
Answer Some Questions

Images get an average of 53% more likes, 104%
more comments, and 84% more clicks
on Facebook
More Images = More Engagement
The Visual Web
Source: KISSmetrics

Nurture
Step 4

Using more advanced social
media marketing tactics,
getting into a routine,
analyzing your results, and
adjusting your efforts
What Does Nurture Mean?

• Use every opportunity to get email addresses
• Send out a monthly newsletter
• Focus on content, not aesthetics
• Deliver value, not spam
• One of the best ways to build your list is to…
ABC : Always Be Collecting

• Information products = more leads
• “The Ultimate Guide to Buying a Home in Boca
Raton in 2014”
• “10 Tips You Should Know Before Listing Your
Royal Palm Beach Home”
Create Detailed Information Products

Creating a routine and
analyzing your results
are what transforms all of
this into a strategy

What Does a Social Media Routine Look Like?
Monday Tuesday Wednesday
2 Facebook Posts 2 Facebook Posts 2 Facebook Posts
4 Tweets 4 Tweets 4 Tweets
1 LinkedIn Update 1 LinkedIn Update 1 LinkedIn Update
1 Google+ Post 1 Google+ Post 1 Google+ Post
Start 5 Social Media
Conversations
Answer 5 Questions on
Quora, LinkedIn, etc.
Start 5 Social Media
Conversations
Comment on
3 Other Blogs
Write and Publish
1 Blog Post
Comment on
3 Other Blogs

Use Google Analytics,
engagement levels,
and real-world metrics
to see what’s working
(Then, do more of that!)
The Simple(ish) Way to Analyze Results

The Big Four
Platforms

3 Tips for Boosting Engagement on Facebook
• Understand why people are on Facebook
• Give them a reason to “like” your page
• Boost your EdgeRank

3 Tips for Tweeting Like a Pro
• Approach Twitter as a way to build relationships
• It’s all about the what’s happening right now
• Dive into multiple conversations

3 Tips for Networking Success on LinkedIn
• Get your profile to “All-Star Status”
• Ask for and give recommendations
• Turn every business card into a connection

3 Tips for Improving Your Search Ranking with Google+
• Think of Google+ as a “social layer” for search
• Set up Google Authorship for your articles
• Participate in and host Google+ Hangouts on Air

Helpful Tools and
Final Thoughts

• Google.com/alerts
• Hootsuite.com
• BufferApp.com
• AddThis.com
• PicMonkey.com
• Bigstock.com
6 Tools I Use Everyday

Above all else, be consistent,
authentic, and honest
Always ask yourself,
“How is this action adding
value to others?”

Yes, it takes time
Yes, it’s overwhelming
No, you don’t have to do everything
Yes, you will succeed

Follow me on Twitter
twitter.com/nscalice
FU
How to Get More Info