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Search Engines, Social Media, and Personal Branding
Realtors are Independent Contractors
•You compete with the person 1 desk over•Most realtors switch brokerages multiple
times in their career▫The one thing you take with you is your
personal brand.
Are you still using the same marketing methods you were 3 years ago?
•70% more investment in social media marketing▫ Econsultancy, ExactTarget
•93% of people expect companies to be on social networks▫ 2009 Cone Survey
•33.2 billion online videos watched in December▫ comScore
•53% of hiring manager conduct background checks on Social networks
•Facebook is the most visited site on the web
Times Have Changed
•94% use the internet in the home buying process
•44% of buyers found their agent through a referral
•2/3 of home buyers used the internet to search homes first
•90% of sellers listed their homes on the internet
Yes, Even For the Real Estate Market
Profile of Home Buyers and Sellers 2009
Personal Branding
1. Fundamentals2. Build your presence3. Interact and engage4. Incubate
What is Your Brand?
Impression = Perception
You Need Your Own Website
•Foundation of your online marketing campaign
•Lead acquisition and incubation•MLS Search•What’s yours is yours
▫Leads you generate are yours•Home for bio, information•Landing pages for search engines
Explore
•Spend time on social media sites•Read other agents’ blogs•Interact on sites
▫Comments▫Posts▫Answers to questions - show your
knowledge
Personal Branding
1. Fundamentals2. Build your presence3. Interact and engage4. Incubate
SEOContent• New, updated content• Topic specific• Attract links
Code
<Head> (Mostly Invisible)▫ Title Tag▫ Description Tag▫ Keyword Tag (Less important)
<Body> ▫ <H1> Headline Tag▫ <H2> Sub-headline▫ Paragraph Text
Bold Underlined
▫ Links▫ Link Text
Voting/Counting• Content Volume• Keyword Density• Keyword Prominence
Linking
www.bostonlogic.com
Page 1: Worcester Real Estate
Page 3: Worcester Real Estate
Page 2: Worcester Real Estate
Blog – Producing Content
1. Know your market2. Take a niche3. Stay Focused4. Message
Words Video Audio Rich media
5. Keep it on your siteex: BostonLogic.com/blog
6. Blog several times/week.1. Short posts are fine2. Re-use your content
If a 7-year-old can do it
YOU CAN
Blogs are the Heart of Social Media
20,000 new blogs are started every day
Why blog? Lead Generation and Brand Building
Active blogging is a 3 part process- Commenting,
Reading, Writing
Blog can be the center of your marketing activity
•Your Brand▫71% have greater industry visibility
▫36% have been asked to speak at industry events
▫25% of people use their blog as their resume
•Your Company’s Brand▫63% of people make purchasing
decisions by reading blogs
▫56% employee blogs help companies become thought leaders
▫18% of employees use blogs as recruiting tools
Blogs Help You & Your Employer
LinkedIn 101
1. Custom URL2. Avatar3. Profile4. Recommendations5. LinkedIn answers6. Groups7. Networking8. Promotion 42
MillionUsers
Linked In
Professional Network of 55 million
Create a Company Page
Create a group (forum to talk about company)
Participate in Q & A
Facebook 101
1. Control your page
2. Picture3. Status4. Find contacts5. Join groups and
pages6. Events7. Share
achievements
400 Million Users
400 million Facebook users. More than US population!
Create a Facebook Fan Page
Start generating fans by sending to employees,
friends
Update your Wall regularly. Send updates to fans.
140 Character Max
Essential tool to engage your audience and build a
conversation. Use search tool
Twitter profile, Design a Background (unique to
twitter)
Increase referral traffic through Twitter
Personal Branding
1. Fundamentals2. Build your presence3. Interact and engage4. Incubate
Don’t Over-Promote: Educate!
Balance Self-Promotion + Value Contribution
Syndication, Integration, & Automation
•RSS Feeds•Blog content – feed to Social Platforms•Property search on Facebook•Twitter feed on your site•Links to Like, and follow you on your
website•Newsletter sign-up on your website
Careful What You Say:
1. Fundamentals2. Build your presence3. Interact and engage4. Incubate
Personal Branding
•BostonLogic.com•Facebook.com/BostonLogic•LinkedIn.com/in/DavidGFriedman•Twitter.com/BostonLogic•Google.com/profiles/YourName
Protect Your Online Brand
Social Media and Search…
Work Together!
Social Network Sharing-Do’s & Don'ts
Be human-transparent and authentic
Profile Pic and Bio-be consistent across platforms
Brand Image-what you share, post, or tweet today
should reinforce your brand tomorrow
Not reinventing your brand with social media-widening it’s reach. Remember you’re
the expert
Jump In and Get Started!
Weigh in on the conversation. People are talking about you and your industry!
Upcoming LogicClassroom Session:Tuesday, August 10th @ 5pm
Questions
? ? ? ?This presentation will be online at:
www.RealEstateSEO1.comand
www.BostonLogic.com/blog
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