Post on 04-Jun-2020
RE32RC03Technology and Real Estate
BrokerageWith
Kate Lanagan MacGregor
Today’s Reality
Sense of Urgency and attention span
7 ‘Touches’ before recognition
Tech tools help- and harm
Your messaging is immediately in the public, and there to stay
Today’s Objective
❏ Understand rules and laws guiding our Technological Advertising
❏ Recognize the safety issues using the internet
❏ Learn many free and inexpensive programs available to promote and market
❏ Focus on Technology as a tool to promote personal branding
❏ Adherence to federal and state laws
❏ Basic❏ Tablet applications❏ Smart Phones
Your Mobile Office
Advertising tools
Best ones?
❏ Internet use❏ Advertising❏ Proper use of NAR
logos etc.
NAR Code Of Ethics
Compliance
❏ Disclosures❏ Broker Policies ❏ Email❏ Social media❏ Websites❏ Blogging
Real Estate Uses of TechnologY
Marketing/Advertising❏ Transaction Management ❏ Lead generation❏ Contact management (CRM)
❏ Required identification❏ Online forms
❏ E signatures❏ Security/fiduciary
Technology in Business
❏ Confidentiality❏ Proper/improper
communications❏ Email❏ Text❏ Posting
Use of images/Photography
❏ Ownership of images❏ Copyright issues❏ Stock photography - the
purchase of photos through a license for use
❏ Professional photography
My Favorites!
❏ Depositphotos (cheap)❏ Pexels (free)❏ Unsplash (free)
Drones (UAS)
In 2016, the FAA eliminated roadblocks for drone use for real estate agents
Drones (UAS)
Agents are free to use drones to capture aerial photos/videos to showcase homes
Drones (UAS)
Unmanned aircraft systems (UAS) must weigh less than 55 pounds and must be registered with the FAA
Drones (UAS)
Registration is valid for 3 yearsOperators may only fly UAS during the daytime, under 400 feet and at less than 100 MPH
Drones (UAS)
The drone must always be in sight and yield to manned aircraftDrones cannot be operated from moving vehicles
ZERO MOMENT OF TRUTHBy the time you meet someone,they have researched all about
you.
Why do we Need all this?!
You no longer have that “First Impression”
❏ White Pages❏ Google ❏ “Stalking”
What is YOUR“WEBUTATION?”
www.whatsmywebutation.com
❏ E-mail signatures ❏ MLS ❏ website ❏ Facebook ❏ Google+ ❏ LinkedIn
www.whatsmywebutation.com❏ Twitter ❏ Real Satisfied❏ Facebook business page ❏ Trulia ❏ Zillow ❏ Realtor.com
CAN-SPAM Act❏ Applies to Commercial e-mail❏ “Unsubscribe” must be present❏ Sending duplicate emails must be avoided ❏ Physical location (street address) must be
included in email
What is “In Writing”?
❏ Emails and text messages are considered “In Writing”❏ Write accordingly!❏ Establish communication strand on all
transactions!
Consistent Compliance
❏ Compliance with Marketing Regulations in Web Site Activities❏ Disclosures: required symbols,
language and content for front page, footers and general content on broker and agent web sites
Consistent Compliance
❏ Privacy Policy: ❏ creating and managing a web site
privacy policy ❏ to disclose usage policy for visitor
personal information
Consistent Compliance
❏ Agent WebSites❏ understanding how some website
marketing strategies attempt to❏ "separate" the agent from the
broker in personal promotion activities (254:CMR 3:00:9(a))
Consistent Compliance
❏ Online classifieds:❏ compliance with required
❏ brokerage name, ❏ numbers and ❏ contact information ❏ when using online classified
formats
Safeguarding Consumer Data Privacy Policy
Websites❏ Usage policy for website visitors’ personal
information ❏ Visitor authorization of information ❏ Third party use of data❏ Subscriptions/sign ups - how is data
collected and used
WISP~ Written Information Security Plan
❏ MA Law since January 1, 2010❏ For businesses that handle personal
information ❏ First and last name or first initial and last
name AND❏ Social Security Number, Driver License
number or financial account number
Business
❏ Business is required to assess how it will safeguard personal information
General Data Protection RegulationGDPR
❏ Governs how websites and business will treat data that belongs to residents of the European Union (EU)
❏ Applies to all businesses and organizations around the world, not just members of the EU
General Data Protection RegulationGDPR
❏ Requires affirmative “opt in” to allow companies to collect website user’s personal data
❏ The goal is to give back control of personal data to individuals
❏ Wire Fraud
Welcome to the Cloud“Portfolio Management”
Risk Reduction and Electronic Portfolio Management
Record keeping: understanding and planning a safe storage strategy for online communications such as email, efax and instant messaging related to transactional issues (254 CMR 3:00:10(b))
Risk Reduction and Electronic Portfolio Management
Providing copies of communications and documentation generated from online correspondence to customers and clients
Risk Reduction and Electronic Portfolio Management
Mechanism for providing all parties (buyer and seller) copies of purchase and sale agreement when using electronic communications mediums (87 AAA(e))
Risk Reduction and Electronic Portfolio Management
Using verified return receipt tools to document communication and disclosure to all parties
Risk Reduction and Electronic Portfolio Management
Alternate methods for record keeping (scan, cd) to provide greater, safer document storage and easier method to provide full transaction records to all parties
EMD~ The Check!
Suggested Policy Adjustment
“Due to the privacy requirement for our clients:
Please do not send “copy of check” without removing
merc line with the offer.”
Please know that sending a copy of a check does not
add “binding” consideration to offer.
Good~Better~Best
GOOD: Black it out in a copy of the check.
BETTER:Scan app when you take picture- adjust
the photo to remove
BEST: Deliver Check Personally- then you have
consideration
Email Attachments
❏ Always “Voice Confirm” before opening.
❏ Train those you are working with to do the same.
Compliance with Marketing and Disclosure regulations in Email-based Communications
❏ Proper construction and required content for signature files in email messages (254 CMR 3:00:9(a))
Compliance with Marketing and Disclosure regulations in Email-based Communications❏ Creation, maintenance and usage of
electronic signatures for communication documentation requirements for consumers
❏ (eg.,((940 CMR 3.17 (3)
Compliance with Marketing and Disclosure regulations in Email-based Communications
❏ Use of appropriate broker, agent and contact information when using online listserv and discussion group services that involve consumers documentation requirements for consumers
Compliance with Marketing and Disclosure regulations in Email-based Communications
Statute of Fraud - applicability of in-writing rule to electronic communications and documentation requirements for consumers
1. Launch Settings from your Home screen.2. Tap Mail, Contacts, Calendars.3. Tap Signature under the Mail section.4. Tap Per Account.5. Tap the end of the existing Signature.6. Tap the delete button to delete the existing text.7. Type your new Signature.
How to set different per-account email signatures on your iPhone and iPad
Email Signature to Include
Your Tagline or closing salutationYour NicknameYour Professional NameYour Professional EmailYour Professional NumberYour Company NameYour Company Number
Together We RISE!KateKate Lanagan MacGregorKate@agentrising.com508-728-3648www.agentrising.comAgent Rising 508-997-8844
Email Signatures as Marketing
Don’t leave your phone message voicemail generic either!!
❏ Start with a smile!❏ Identify who you are and where you
work❏ (Identify AT work too!)❏ Let them know your return call policy”❏ “I return all calls by the close of the day,
normally within the hour/”❏ “I return all calls at 11 and 4”❏ Your tagline closing
What’s App for Texting like the Professional that you are!
NINETEENBILLION
DOLLARSActually 22 Billion all together
What’s App and Bezos?
TIME.comBY PATRICK LUCAS AUSTIN JANUARY 24, 2020
Amid reports that Amazon CEO Jeff Bezos’s phone was allegedly hacked by Saudi Arabia — with the direct involvement of Crown Prince Mohammad Bin Salman via the popular chat app WhatsApp — some users may be wondering: Can I be hacked the same way?
Investigators have “medium to high confidence” that Bezos’s device was compromised after the chief executive received a mysterious video file from Bin Salman, also known as “MBS,” via WhatsApp, according to a report from FTI Consulting, a firm that has investigated Bezos’ phone. After that file was received, Bezos’ phone started sending unusually large amounts of outbound data. Around six months later, Bin Salman sent Bezos messages that suggested he had knowledge of ... The report, first published by Motherboard, concludes that gigabytes of photos, text messages, and perhaps audio recordings made using Bezos’ iPhone microphone may have been sent to whomever conducted the attack.
Facebook Messenger
Tech in Real Estate
MLSPIN EMAIL ADDRESSES FOR ALL USERS
❏ Personalize your email signature here too!
❏ Make sure your mlspin email ID is set up and personalized!
❏ Emails for agents NOW available
1.
MLSPIN
Make sure to be engaging and descriptive!Set up Amplifiers! Found these on Page 1 of Google
1.
MLSPIN Connect
Real SatisfiedOPT IN
They send you Reminders when
you sell!
Realtor.com
Ratings, Rankings, Reviews - OH MY!
This is how Realtor.com will show an area
1.
Realtor.com Social Bios “Easy to set up. Beautiful to look at. Portable so you can use it everywhere.”
Weaving❏ websites❏ social media❏ reviews❏ recommendations❏ Real Satisfied
zipFORM PLUS
❏ Hands On Exercise❏ Get out Smart Phone❏ Download zipform
app❏ Log in/sign in
zipFORM PLUS
❏ Lots of Help❏ Go to Support in Tool Bar❏ Notice How To Videos❏ Notice Live Online Training❏ Go to Documentation❏ Follow along with me
❏ “Wet” Signatures vs. “Dry” Signatures
❏ Policy vs Law
Electronic Signatures
Social Media/Video
❏ Salespersons Prohibited From Advertising - Salespeople are prohibited from advertising the purchase, sale, rental or exchange of any real property under their own name
Broker
❏ Brokers should have policies with respect to social media/video use by Salespersons
❏ Social media accounts/postings and videos must comply with all disclosure requirements
Business Page
❏ Salespersons/Brokers using social media accounts for business purposes shall create business profiles for each account
Social Currency
FacebookBasics, Changes,Strategies and Plan
❏ Facebook as Business❏ Business Pages❏ Groups
Why Groups?
Using Technology for your Business
People want PERSONAL!
The Goal is to make technology personal!
LOVE VIDEO!
Technology is a way to get personal with many people at once!
❏ Live Streaming ❏ Videos❏ Personalization!
10 Tips for Live Streaming
1- Live streaming can be done on any tablet or smartphone. You can also choose who will be able to see it. Through Facebook you can choose either to make your post public, private, or many other options. This means you can choose whether it can be seen by only you, a specific people , a group , a page, your friends, or public for example.
10 Tips for Live Streaming
2- On Facebook, go to where it says "write something", click live video (the icon looks like the target logo). Title it something fun! Click start. It will go 3,2,1, then you are live. Say hello, introduce yourself and say whatever moves you!
3. For better results, I suggest you use a stand or a selfie wand. Amazon has many stands that are awesome. You can now purchase them everywhere.The general rule of thumb is if you are filming yourself, you want your head to be in the top third of the screen. With your shoulders showing. I try and wear a solid color and keep the background simple.
Live Streaming
4. Try and look where the camera is, not at yourself! This can be hard! When I was starting, I would have the computer with an outline and have a stand with phone in front of it. Now I normally wing it with preparation.
Live Streaming
5. Not ready to show yourself? Turn camera in the top right part of screen and record your community, a home, an event, the waves... Anything! Narrate it.
Live Streaming
6. Always start with a little intro of who you are and what you are doing! For now, don't worry about the viewers.
Live Streaming Tips
Live Streaming
7. Don't worry about messing up! People oddly are attracted to our mistakes and our humanism.
8. Try and close with a call to action… Even if it is just "watch me again tomorrow :-)
9. Same rules of public speaking apply! Tell them what you are going to say ... Say it... Tell them what you told them!
10. If you try and absolutely hate it.. .You can delete it by going to the top right down arrow. There really is no risk!
Dark Side of Technology
❏ The real estate industry is targeted by criminals ❏ Tactics and focus change and evolve over
time
❏ Methods of Cyberattacks
❏ Social Engineering - developing new methods to manipulate users into believing a message, link or attachment is from a trusted source, then systems are attacked❏ Phishing, spear phishing, whaling
❏ Hacking - exploiting vulnerabilities in software and hardware
❏ Malware - ransomware, adware, spyware, trojans, worms, viruses
❏ Password attack - an attack that takes advantage of the fact people tend to use common words and short passwords
❏ Man-in-the-middle attack - an attack where the attacker secretly relays and possibly alters the communications between two parties who believe they are directly communicating with each other❏ Unsecured public Wi-Fi use
❏ Denial-of-service - attackers send overwhelming quantities of data to a website, rendering it unusable
❏ Managing risks❏ Password management❏ Computer system/device security ❏ Records retention program❏ Third party vendor plans❏ WISP Plan
Mark Zuckerberg 2018
“One of our big focus areas for 2018 is making sure the time we all spend on Facebook is time well spent.”MZ
Recently we've gotten feedback from our community that public content -- posts from businesses, brands and media -- is crowding out the personal moments that lead us to connect more with each other.
The research shows that when we use social media to connect with people we care about, it can be good for our well-being. We can feel more connected and less lonely, and that correlates with long term measures of happiness and health.
On the other hand, passively reading articles or watching videos -- even if they're entertaining or informative -- may not be as good.
We started making changes in this direction last year, but it will take months for this new focus to make its way through all our products. The first changes you'll see will be in News Feed, where you can expect to see more from your friends, family and groups.
As we roll this out, you'll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard -- it should encourage meaningful interactions between people
What Does This Mean?
Good For Users
❏ Passive Consumption Down❏ Seeing their friends and family in
newsfeed again❏ Less ‘Public content’
For Big Business
❏ Free Posting of Public Content that went into news feeds diminished
Don’ts Tagging
❏ Spam Tag❏ Embarrassing❏ If not in photo❏ If a message would be better
Impact for Small Business?
❏ Basics ❏ How to navigate❏ How to know if you have been
penalized
With traditional advertising getting more expensive and less flexible every day, no wonder 72% of marketers still choose Facebook ads to bring their content in front of their audience—especially considering that “The Social Network” still has a solid 2.4 billion monthly active users you can tap into.
Facebook 2020
A variety of ads formats, targeting options, a rich placement offering, not to mention having Instagram and WhatsApp in the mix, make Facebook a marketing platform that’s tough to beat. And although the ad space has become a little saturated lately—in fact, 74% of users claim that there are way too many ads—Facebook ads are still getting clicks.
Source: falcon.io
If that shouldn’t be enough, did you know that since 2016 social media ads attract 3x more non-customers than existing customers?
Learn Facebook
❏ Personal Profile❏ Business Page❏ Groups
Personal Profile❏ First step on Facebook❏ Not promoting business❏ Relationship building❏ Personal
What happens when you
Post business?
People follow You
Follow these steps to allow people to follow you:
❏ Click the upside-down triangle in the upper-right corner of the big blue bar on top. A menu of options appears.
❏ Select the Settings option. ...❏ Select Followers from the left menu. ...❏ Check the box labeled Turn On Follow.
Friend vs Follow
❏ When you add someone as a friend, you automatically follow that person, and they automatically follow you.
❏ This means you may see each other's posts in News Feed.
❏ When you follow someone who you're not friends with, you'll see posts that they've shared publicly in your News Feed.
You Control Your Newsfeed
❏ Followers, Following❏ See First❏ Notifications
Little Triangle At top
News Feed Preferences
30 People
❏ Clients❏ Prospects❏ Business Pgs❏ Family❏ Friends
Notifications On or Off?
❏ Many people won’t like,❏ comment,❏ Or share ❏ because they don’t want the notifications!
Business Page
❏ Business❏ Can do or promote business❏ Public Posts no longer in everyone’s
newsfeeds❏ Paid and boosted opportunities
Business Insights
Ad Targeting
❏ Facebook will help make ads❏ As low as $5 campaigns❏ Can create target lists
Facebook Groups
❏ Communication❏ Relationship❏ Private, Secret or Public❏ Lots of controls!
How to Create a Page
Follow Prompts
Public~Private
Business Benefits of Groups
Every member of Group gets posts in their newsfeeds
Overload?
❏ Remember you can always❏ Turn off notifications!
Images Sizing
The optimal image size for cover photos is 851 x 315
pixels. Image guidelines include:
❏ Anything less than 851 x 315 pixels will be
stretched, thus compromising quality.
❏ Minimum size is 399 x 150 pixels.
Profile Image
The optimal size for profile image photos is 180 x 180 pixels. Here
are some additional image guidelines:
❏ Even though the minimum size is 180 x 180 pixels, it will
appear on your company page as 160 x 160 pixels.
❏ The photo thumbnail is displayed as 32 x 32 pixels.
Posts
❏ Recommended upload size is 1,200 x 630
pixels.
❏ Will appear with a maximum width of
470 pixels in Facebook feed.
❏ Will appear on a Facebook page with a
maximum width of 504 pixels.
Strategies for Facebook Success
Engagement
If you want engagement…. Engage!
❏ Like❏ Comment❏ Share
Make A Social Schedule
❏ 5-5-5 Rule❏ Search Facebook as CRM Tool❏ Be a good Finder?
Zuckerberg wants real!
Don’t know what to say in a post?
❏ Contests❏ Stories❏ Videos❏ Images
Tell a story!
Start a Theme
❏ Local Heroes❏ Book Club❏ Kindness Rocks❏ Study Groups
Join Groups
❏ Towns and Cities❏ Local sporting events❏ Hobbies❏ Inspirations
“Like” Pages
❏ Colleagues❏ Membership ❏ Restaurants and Interests
Emerging Trends
❏ Facebook Live❏ Instagram Interrelationships❏ Paid Advertising
Biggest Trend?!
❏ Relationships❏ Content❏ Engagement❏ Happiness!
Emerging Technologies
❏ Blockchain❏ Virtual Reality (VR)❏ Augmented Reality (AR)❏ Automation/Machine Learning❏ Smartphone Apps/Push Technology❏ Big Data❏ iBuying
Resources
❏ Home inspectors and the form required " facts for consumers about home inspections"
❏ MCAD website for general information and guidance for office policies etc.
❏ Massachusetts department of housing and Community Development: Section 8 guidelines and information
❏
● Massachusetts DEP with Title V info● Massachusetts Office of Consumer Affairs: Landlord tenant info● Massachusetts Department of Health :● E-mail case: Shattuck v. Klotzbach, Plymouth Superior Court C.A. No.
01-1109A. It should be stressed that this case is a sole case on this issue on a lower level of the court system.
● Statute of Frauds citations:● M.G.L. Chapter 259 Section 1
References
Agentrising.com
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Thank you!!Kate Lanagan MacGregor
Educator2020 REBAC ProviderInstructor Training InstituteOwner/Instructor- Agent Rising Presenter/Trainer - MAR, NEAR, SEMAR, RASEMePro, ABR, RENE, MRP, REBAC Provider,Notary, B.A.
2020 VolunteerNAR- RPAC Participation CouncilMAR- Executive CommitteeRASEM President 2018MAR- Education, Finance, Pro Standards, Govt Affairs Committees. MAR Chairperson Pro Development 2016Member- Professional Standards 2016Dean- Leadership Academy 2016