Smm for real estate February 2012

Out of the Box Social Media for the Real Estate Industry

By Kelly Noble

Thursday, February 16, 12

90.5% of REALTORS® use social media to some extent. (NAR)


What you will learn today

• The basics of Internet Media Marketing

• Why Use Social Media?

• Best Practices of Facebook, LinkedIn & YouTube

• How to set up a Facebook Ad

• Best Practices for Marketing Listings Online

• Time Saving Tips

• Email Marketing Best Practices


• Companies talked AT the customers

• We were easier to target and categorize

• We were believers

Then Vs. Now

• We can communicate back

• We are more diverse and different

• We are more savvy and educated consumers


Building Blocks

• Listen

• Communicate

• Share

Your foundation should be about the customer not you.


Social Media is just one piece of the puzzleTie it all together


Why Social Media Marketing?

• Join the Conversation

• Build Relationships

• Brand Awareness

• Search Engine Optimization

• Provide a collaborative environment for prospects and customers.


• There are over 845 million active Facebook (500 million this time last year)

• 52.1% of all sharing online was from Facebook in 2011

• 50.3% of the American Population

• more than 425 million monthly active users who used Facebook mobile


• Create a Facebook Fan Page

• Welcome visitors with a custom welcome page

• Have a larger custom logo

• At 25 Fans create a vanity URL

• fb.com/stellar247

• Regular updates

• Always remember the 80/20 rule of posting

Facebook Tips


Facebook Ads‣ Target by Demographics, location & Interest

‣ Very inexpensive (ads start at .10 per click!)

‣ Direct to Facebook Business page or outside link.

‣ Easy to use

‣ Choose to target based upon CPC (Cost Per Click) or CPM (Cost Per Impression)

‣ Your ad can have up to 135 characters which is nearly twice as much as Google.


Military Ad

50.00


• 150 million users world wide

• 60% in North America

• Used by all 2011 Fortune 500 Companies

• Professional Networking Site Launched in 2003

• Ages 45+ is the largest age demographic


Perform/Utilize • Check references• Look into companies• Search for new employees and service

providers• Find content• Get business

LI Tips

Increase your visibility• Optimize your profile• Add connections

Improve your connectivity• Show all your affiliations in your profile: Past

employment and companies, schools, associations and activities.

• Join groups

Improve your Google rank• Make your profile public• Customize your URL• Use Keywords


Speaking of the Answer’s Section...


Video is More Important Than Ever

73% of homeowners say they’re more likely to list with a Realtor offering video, yet only 12% of the real estate

industry currently have YouTube accounts.


✴Upload Home Tours

✴Area Tours

✴Testimonials

✴Tell your story

✴Embed on your Website and share on other social sites

Over 3 billion videos are viewed a day


Online Marketing Best Practices For Home Listings

✴Photos, photos, and more photos - Quality and Quantity

✴Use details descriptions

✴Use bullet points and break up the content so it is easier to scan and read

✴Maintain and manage social media accounts - RESPOND!

✴Optimize listings with keywords

✴Give potential clients their choice on how to contact you.

According to National Association of REALTORS® 94% of home buyers start their search online. We also know that buyers

eliminate homes because of no or poor photos.


Email Marketing

• Not having permission• Confusing transactional emails with email marketing• Assuming people remember who you are• Writing like a used-car salesman• Ignoring campaign reports

Common email-marketing rookie mistakes, including:


Mistake: Assuming People Actually Want To Hear From You

• They didn't specifically ask for emails from you.

• Know that it's different if someone sends one email directly to you, with a sales pitch. But when that same person crosses the line and "blasts" his sales pitch to an entire list of people, it quickly becomes spam.

• If they know you, but they haven't exactly opted-in for newsletters from you...


Mistake: Writing Like A Used Car Salesman

Don't use pushy sales copy, like "BUY NOW!!!!" or "LIMITED TIME OFFER!!!" in email. It's obnoxious. Spam filters will

penalize you for using what they consider "spammy" content.

What flag’s a Spam filter:• Going crazy with exclamation points!!!!!!• USING ALL CAPS--IT'S LIKE YELLING IN EMAIL.• Coloring fonts bright red or green• Using the word "test" in the subject line• Creating an HTML email that’s nothing but one big image, with little or no

text


Mistake:Ignoring Campaign Reports

Check your email stats after every single campaign you send. Look for trends. Make changes to campaigns to see if you can improve your open rates, click rates, and most importantly, conversions. What's the best day to send your emails? What's the best time? How can slight adjustments to your template affect sales? Remember: Always be checking.


Mistake: Not Having Permission

Email newsletters, coupons and promotions are considered marketing or commercial emails. If you send marketing email to a list of people without their permission, then you're sending unsolicited commercial email (UCE), otherwise known as spam. Understand where that line is drawn, because if you cross it, you can expect a call from the FTC for violating their CAN-SPAM law.


http://www.fcc.gov/guides/spam-unwanted-text-messages-and-e-mail




The CAN-SPAM Act of 2003

Never use deceptive headers, from-names, reply-tos, or subject lines.• You must always provide an unsubscribe link.• Remove recipients from your list within 10 business days.• The unsubscribe link must work for at least 30 days after sending.• You must include your physical mailing address in the email (PO

Boxes are not sufficient).


Make it Easy


Tips for Finding Content

• Use LinkedIn, Twitter & Facebook

• Google Alerts

• Alltop.com - All topics organized and ready for you to read and share!


Take Aways• Put the puzzle pieces together!

• Consistent Branding

• Make a good impression

• Create Value and build relationships/trust

• Share great content

• Use the right tools to save time & sanity

• Use new technologies to help build your brand on and offline

• Think outside the box BUT don’t break the law


Always Remember...


Want More?

www.SocialMediaClassesColorado.com

Promo Code: REclass10

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February 22 1:20pm-3:30pm


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Smm for real estate February 2012

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