Social Media Usage in the Real Estate Profession
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Social Media in the Real Estate Profession August 6, 2013 Becky Livingston President
Penheel Marketing
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Becky Livingston ü 25+ years of marketing and
technology experience with large firms, small companies, and non-profits
ü Social media advocate, author, trainer, speaker, and practitioner
ü Daily user of LinkedIn, Facebook, Twitter, G+, Pinterest, & Hootsuite
ü Personal and Business brand builder for small business owners, non-profit leaders, and CPAs
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Agenda
n Social Media stats in the Real Estate Profession
n Get started
n Best Practice Examples n Twitter n LinkedIn
n Pinterest n Facebook
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Stats
n 89% of realtors use social media to some extent.
n 84% prospective buyers contact a real estate agent to find information on available properties. An equal percentage also search the Internet.
n 96% of Generation Y uses social media sites. In fact, they outnumber the baby boomers. Realtors need to remember that this group will be their target audience in a few years.
n Home buyers who use the Web take just over 2 weeks to find the real estate of their choice. In contrast, traditional buyers take close to 2 months to make a decision. Also, online buyers are clear about what kind of property they are looking for, this makes it easier and quicker to complete a deal.
Sources: h+p://www.realtor.org/field-‐guides/field-‐guide-‐to-‐quick-‐real-‐estate-‐sta:s:cs h+p://realestatesocial.net/social-‐media-‐sta:s:cs-‐for-‐realtors/
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Get Started!
n Objectives: be social, relevant, build relationships, and increase bottom line
n Strategy: draw in prospects, plant seeds, repeat customers
n Tactics: reach a lot of people with regularity and with a good message
Sounds a lot like tradi/onal marke/ng, doesn’t it?
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Get Started!, cont.
1. Set up your profile(s) on one or more platforms
2. Post original and relevant content
3. Focus on your business
4. Determine interval goals
5. Focus on the endgame
6. Point to a branded website
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Examples - Twitter
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Example - LinkedIn
< Lists “Real Estate” agent in :tle < Provides loca:on
< Summary lists keywords: -‐ New Jersey -‐ Real Estate -‐ Buying and Selling Process -‐ “Realtor Magazine” -‐ New construc:on specialist -‐ Coldwell Banker
< Customized LinkedIn profile URL, plus links to company website and her Twi+er profile
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Example – LinkedIn, cont.
Are you on these lists? Opportunity here!
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Example - Pinterest
Search criteria = “homes for sale in nj”
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Examples – Pinterest, cont.
Profile and Compe::on • Paul S:llwagon has the
most trac:on on this plaVorm and the most complete profile.
• Ma+hew DeFede is the 2nd highest ranking agent on this plaVorm
• Gina Chirico is 3rd
None of them are Coldwell agents. Opportunity is here!
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Examples - Facebook
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Example, Facebook, cont.
ü Completed business page profile ü Nice cover photo ü Highlights a property ü Offers :ps to page visitors ü Provides a link to her agent profile ü Posted a map to her office loca:on
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Video Best Practices
n Vine, YouTube, Instagram n Vine & Instagram = 6 second – 15 second video
clips shared via Twitter or Instagram/Facebook n YouTube allows for longer video and sharing
features n Tag videos with appropriate keywords, such as
n Your Name
n Agency Name n Property location n Nice features about the home
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Learn & Do More
n Real Estate Social Media Marketing page on Facebook
n Top Producer Campus great social media tips and training for real estate agents
n Read and take action
n Create a plan with action items, metrics, and measurement
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Contact: Becky Livingston [email protected] www.Penheel.com 201.785.7840 Facebook • Pinterest • Google+ Twitter • LinkedIn