Social Media For the Real Estate Agent
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Transcript of Social Media For the Real Estate Agent
Social Media for Real Estate
Presenter: Michael HetzerPresident/Founder: Lockbox Social
Slideshare.com/MichaelHetzer
Pareto’s Principle: 80-20 Rule
• What technology fits the rule for 2014?– Search?– Lead Buying?– Social Media?– ?? The Next Big Thing: Drones?
Technology Overload
The Renaissance Realtor’s first name is always “Steven”
Steven…
• Spielberg, because he creates engaging video
Steven…
• Jobs, because he is a wiz at technology
Steven…
• King, because he is able to crank out blogs, tweets, comments and other engaging, written content on a daily basis.
Steven…
• Covey, because you cram 48 hours of productivity into a 24 hour day.
Now you’re Chuck Yeager?Really?
Wasn’t technology supposed to make things easier?
The 80-20 Rule in Action:The Email Challenge
Open rate: 10 percent Open rate: 100 percent
The Email Challenge
Open rate: 10 percent Open rate: 100 percent
The Limits of Technology
I wonder how many leads are dying a fast death right now in his CRM…
Search (Google, Bing)
• Quality traffic• Owned by the portals• PPC is expensive
Portals Are Not Your Friend
• “Haven’t they done us a favor?”– They optimize OUR data (SEO)– We pay them for the service
• For now, yes, but…– Price of leads will rise– Quality will fall– ROI 0%– Already happened in Mortgage, Insurance, Travel,
Education and Auto, to name a few.
The Obligatory Godfather Slide
The Good News
Why Social Fits the 80-20 Rule
• Networking, 24/7, automated• Markets within your sphere of influence• Builds brands (Just ask Coca-Cola)• Not shifting sand• You own it (you’ve gone from lead buyer to
lead generator)• Sustainable• **Oh yeah, and it’s free**
Social Media IS the marketing plan
Sherry ChrisPresident and CEO Better Homes and Gardens Real Estate LLCSpeaking at RealTech, Las Vegas 2014
The Catch
• The buy-in is not money, it’s content• Pictures, video, articles, pithy thoughts,
helpful answers, brilliant insights. • This stuff is work• Who has time for this?
Pareto’s Principle: Identify the “20%”
Infrastructure
• Facebook – Because everyone is there• Twitter – Because you are mobile• Google+ - Because it’s going to BIG• YouTube – Because it’s the #2 search engine• Blog (WordPress or Blogger) – Because with it,
you can rule all the other sites.
The Social Media Wagon Wheel
The Social Media Wagon Wheel
• Hub: Your Blog• Around the rim: Social Media sites• Leads flows back to the Blog• Everything also flows OUT from the blog
Step 1: Write your blog post
Step 2: Share
That’s it! Now repeat for other sites…
Remember Your Website?
• Social media is now a traffic source• Blog links back to your website– Lead capture– CRM– IDX feed– Static
• Content goes out, leads come into the blog, and then flow downhill to the website.
Branding
• Cover art musts:– Slogan– Contact information– Logo– Headshot
Good Example
Keep cover images the same
• Facebook• Google+• YouTube• Twitter• WordPress
Content
• 80 percent about “them”• 20 percent about “you”• Be a Giver• Have Fun• Share• Acknowledge• Know the etiquette
The Wagon Wheel at Work
• Each new listing is announced in a blog post and shared to all social sites with a link to the listing pages (Time: 5 mins)
• Each listing gets “dripped” with a twice-monthly post in the blog that is shared to all social sites. (Time 5 mins)
• Price Reductions, Just Sold, Open House (Time 5 mins)
• Tweet Open House at Start and Finish (Time: <5 mins)
Video
• Tempting to skip… don’t• $5 and 5 minutes to do a slideshow video– Animoto: www.animoto.com– Onvedeo: www.onvedeo.com
• Post on your YouTube channel• Do not remove
Now You’re Special
• Social Media listing presentation should include:– Blog site – All social networks– YouTube Channel– Website– Listing pages for a sample listing (what I can do for
you!)