expanding your sphere of influence with social media
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Power Path Series: Expanding Your Sphere of InfluenceExpanding Your Sphere of Influence
with Social MediaPresented by Hilary Marsh and Mary Martinez ,
NATIONAL ASSOCIATION OF REALTORS®
to the McHenry County Association of REALTORS®to the McHenry County Association of REALTORS
February 5, 2009
Topics
1. Social media matters
2 i i l f i l di2. Principles of social media
3. Tools and expectations
4 Expanding your sphere of influence4. Expanding your sphere of influence
Feb. 5, 2009 McHenry County Association of REALTORS® — Social Media 2
Why social media matters• It’s about presence.
Most buyers do at least some research on the Internet during the buying process.the buying process.
• It’s about me. Not “mass media” but “me media” – it’s personal.Not mass media but me media it s personal.
• It’s about the “now” factor. Millennials expect instant communication. p
• It’s about the experience. How will your prospects experience you? y p p p y
Feb. 5, 2009 McHenry County Association of REALTORS® — Social Media 3
Principles of social media“ l d ” h“Social media” is interactive content that you can• share• link• comment• edit• discuss• discuss
The content is empoweredTh i j h j i ff i• The message is just the jumping‐off point
• Loss of control• The reader is your co‐owner
Feb. 5, 2009 McHenry County Association of REALTORS® — Social Media 4
Content = behavior• Reputation management is becoming as important as brand
management
• Business building is indirect – direct selling is not part of the cultureculture
Feb. 5, 2009 McHenry County Association of REALTORS® — Social Media 5
Emphasizing the “social” in social mediasocial in social media
Why do you go to church? (T dd C SPARK 2008)(Todd Carpenter, SPARKt 2008)
Feb. 5, 2009 McHenry County Association of REALTORS® — Social Media 6
Tools and expectations
• Social networking websites • Blogs & microblogs g g• Shareable, embeddable video • Virtual worlds
Feb. 5, 2009 McHenry County Association of REALTORS® — Social Media 8
Social networking websitesFacebook = originated as a university “face” book
56 mil U.S. people monthly55% femaleMajority of users <35 yrs. 61% users >$60K income58% college graduates or post‐grad
(Source: Quantcast com)(Source: Quantcast.com)
Stories from the field: Teri Isner, of Keller Williams At‐The‐Lakes / Celebration uses Facebook to promoteCelebration, uses Facebook to promote her farm area. Result: Isner sold a property to a couple from the UK who found out about her through Facebook.
(Source: FLORIDA REALTOR MAGAZINE,
Feb. 5, 2009 McHenry County Association of REALTORS® — Social Media 10
Oct. 2008)
LinkedIn professional network
Social networking websitesLinkedIn = professional network
30 mil U.S. people monthly53% maleMajority of users >35 yrs. 66% users >$60K income72% college graduates or post‐graduates
Source: Quantcast.com
Stories from the field: Maggie Morris, of Sellstate Achievers Realty, built her sphere of influence at LinkedIn by setting up a profile, y g p pdownloading email addresses of people she knows, and inviting them to her network. Result: referral business and an increased sphere of influence. (Source: FLORIDA REALTOR MAGAZINE Oct 2008)
Feb. 5, 2009 McHenry County Association of REALTORS® — Social Media 11
MAGAZINE, Oct. 2008)
Social networking websites
Naymz = branding and reputation management
1 5 mil U S people monthly1.5 mil U.S. people monthly53% maleMajority of users >35 yrs. 61% users >$60K income68% college graduates/post‐graduatesSource: Quantcast.com
Feb. 5, 2009 McHenry County Association of REALTORS® — Social Media 12
Sh iShare your experienceIt’s about presence.
• What social networking sites are you active in?
It’s all about me.
• How are you anticipating the needs of potential customers?
• How are you personalizing your online contact with potential customers?customers?
It’s about the “now” factor.
• How are you managing inquiries from your social networking y g g q y gsites?
It’s about the experience.
Feb. 5, 2009 McHenry County Association of REALTORS® — Social Media 14
• What makes your social networking sites unique? sticky?
Blogs & microblogsActiveRain = real estate network656K U.S. people monthly50/50 male/femaleMajority of users >35‐49 yrs. 61% users >$60K income62% college graduates or post‐graduates
Twitter = microblog2.7 mil U.S. people monthly53% female49% users 18‐34 yrs.y50% >35 yrs. Nearly half users <$60K income63% college graduates or post‐graduatesSource: Quantcast.com
Feb. 5, 2009 McHenry County Association of REALTORS® — Social Media 15
Blogs & microblogsActiveRain and RealTown.com ‐‐top two cited real estate blogs. (Real Estate Marketing Survey, QuantumDigital)
C id th l t f thi blConsider the elements of this blog:• “Real Estate’s Biggest Loser
Challenge”• “Ask the Broker” feature
E t/ k• Expert/speaker• Ratings…get ready, they’re here!
Stories from the field: Connie Olson ofStories from the field: Connie Olson, of Realty World Executive Group, uses ActiveRain to network, promote herself, learn from others. Result: severallistings. (Source: FLORIDA REALTOR
G O 2008)
Jay Thompson
The Phoenix Real Estate Guy
Inman’s Most Influential Bloggers of 2008
Feb. 5, 2009 McHenry County Association of REALTORS® — Social Media 16
MAGAZINE, Oct. 2008)f gg f
http://www.phoenixrealestateguy.com/
Blogs & microblogsThe smallest detail about you andyour Internet presence could make –or break – the relationship…and you’ll likely never even know it.
Consider the elements of this blog:• “Miamism” branding• Up‐to‐date entries• Images• Multilingual • Use of multimedia• Top navigation, side navigation• Community information• RSS, syndication• “Go to” place for Mojitos!
Rick Garcia & Ines Hegedus Garcia
“Miamism”
http://www miamism com/
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http://www.miamism.com/
Blogs & microblogs
Blogging gives the prospective customers an idea of who you
b f h iare...before they meet you in person
C id h l f hi blConsider the elements of this blog:
• “Help Fluffy” feature
• Foreclosure resourcesForeclosure resources
• Use of categories
• Everything St. Paul
• Use of images
Teresa Boardman St. Paul, MN
Feb. 5, 2009 McHenry County Association of REALTORS® — Social Media 18
http://www.stpaulrealestateblog.com/
Blogs & microblogsConsider the elements of this microblog:
• Branded
• Current
• Teresa Boardman’s Favorites
• Teresa Boardman Follows
Stories from the field: Jeff Bernheisel, of Real Estate Marketing World, tells a story of his search for REALTORS® in Vancouver, WA. Two he knew took over 24 hours to respond by email. One he had been following via Twitter responded in an hour.
Teresa Boardman
St. Paul, MN
http://twitter.com/TBoard
Feb. 5, 2009 McHenry County Association of REALTORS® — Social Media 19
p // /
Share your experienceShare your experienceIt’s about presence.
A bl i ? T itt i ? Wh ?• Are you blogging? Twittering? Where?
It’s all about me.
• How are you anticipating the needs of potential customers at your blog?
• How are you personalizing your online contact with potential customers?
It’s about the “now” factor.
• How are you managing inquiries from your blog?How are you managing inquiries from your blog?
It’s about the experience.
• When a potential customer leaves your blog, consider what emotions they’re leaving with are they intrigued enough to return for more? Will theyleaving with … are they intrigued enough to return for more? Will they remember you?
• What emotions, mood, feelings does your blog evoke?
Wh t k bl i ? ti k ?
Feb. 5, 2009 McHenry County Association of REALTORS® — Social Media 21
• What makes your blog unique? sticky?
Video
YouTube = real estate network
72 mil U.S. people monthlyp p y50/50 male/femaleMajority of users <35 yrs. 46% users <$60K income54% users >$60K income47% no college47% no college53% college graduates or post‐graduatesSource: Quantcast.com
Feb. 5, 2009 McHenry County Association of REALTORS® — Social Media 22
VideoConsider the elements of this YouTube channel:
U f id lti l i• Use of video, multiple images, sound
• Use of color
Stories from the field: Fort Myers REALTOR® Kathy Cardet was contacted by buyers from C d h f d h Y T b R ltCanada, who found her on YouTube. Result: They purchased property through her, sight unseen. (Source: The News‐Press / Fort Myers)
Kathy Cardet
Century 21 Birchwood International
http://www.youtube.com/user/KathyCardet
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http://www.youtube.com/user/KathyCardet
Share your experienceShare your experienceIt’s about presence.
A l d i Y T b ?• Are you already using YouTube?
It’s all about me.
• How are you anticipating the needs of potential customers at YouTube?
• How are you personalizing your online contact with potential customers?
It’s about the “now” factor.
• How are you managing inquiries from YouTube?How are you managing inquiries from YouTube?
It’s about the experience.
• When a potential customer leaves your channel at YouTube, consider what emotions they’re leaving with are they intrigued enough to return for more?emotions they re leaving with … are they intrigued enough to return for more? Will they remember you?
• What emotions, mood, feelings do your videos evoke?
Wh t k Y T b h l i ? ti k ?
Feb. 5, 2009 McHenry County Association of REALTORS® — Social Media 25
• What makes your YouTube channel unique? sticky?
Virtual worlds
Second Life = virtual worldSecond Life = virtual world
412K mil U.S. people monthly52 %femaleMajority of users <35 yrs. 57% users <$60K income48% no college51% college graduates or post‐graduatesSource: Quantcast.com
Feb. 5, 2009 McHenry County Association of REALTORS® — Social Media 26
Virtual worlds
Considerations for a Second Life presence:
• Real life marketing rules don’t translate in SL
• Difficult to determine ROI
• Time intensive• Time intensive
• But…growing presence among colleges and universities
New Jersey Association of REALTORS®
Second Life headquarters
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REALTOR® Welcome Center
Consider the elements of the REALTOR® Welcome Center:
• SL culture does not mirror RL
• Evolving
• Experimental
• Creative expression
• Use as a space for meetings, forums, trainingtraining
Feb. 5, 2009 McHenry County Association of REALTORS® — Social Media 28
One more social network
IRL
l l fIn real life
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One more social network
Real‐life equivalents
•Twitter = cocktail party
•Facebook = the entire town square
•LinkedIn = business networking event
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Build relationships online to build h f i flyour sphere of influence
Writing draws search traffic
Choose topics that people are searching for
Community information —NOT only listings — draws potential movers
resta rant re ie s•restaurant reviews
•pediatrician recommendations
•photos
•contractor lists
The information you give out freely anyway to prospects
Feb. 5, 2009 McHenry County Association of REALTORS® — Social Media 31
Expectations and guidelines
•Make sure your online activities mirror, compliment, and expand your offline activities
•Use each one in concert with the other
•Do what’s doable and feels right for you
•Choose a few channels and participate — post, link, share, explore
•Write invisibly until you find your voice — create a schedule, think of themes, keep posts to a manageable length
Feb. 5, 2009 McHenry County Association of REALTORS® — Social Media 32
Expectations and guidelines
In social media, you need to give to get
•Give words, get SEO
•Give information, get links
•Give tips, get noticed
Gi i i i d f bli i•Give praise, get recognition and free publicity
Feb. 5, 2009 McHenry County Association of REALTORS® — Social Media 33
Ten ways to expand your SOI today1. Select 3 social networking sites and 6. Promote personal attributes and g
establish profiles for each. (Hint: Most commonly used networking sites among real estate professionals are Facebook, LinkedIn and Twitter )
pstyle that would help connect you with potential customers, e.g., volunteer/community efforts, interests hobbiesLinkedIn and Twitter.)
2. Take advantage of one special app or feature, e.g., Amazon.com reading list.
3 Identify one niche or area of
interests, hobbies.
7. Watch and respond to inquiries from your networking sites.
8 Add new content daily for one3. Identify one niche or area of expertise, and develop that area of interest.
4. Offer potential customers a “take‐
8. Add new content daily for one week and see what happens.
9. ________________________
10.away.” What’s in it for them???
5. Get personal. What’s happening in your contacts’ lives? Reach out! Wh t’ h i i YOUR lif ? Sh
10. ________________________
What’s happening in YOUR life? Share.
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Need more information?Need more information? Visit the Library at REALTOR.org
Feb. 5, 2009 McHenry County Association of REALTORS® — Social Media 35
More resources at REALTOR.org
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And now a cameo appearance…
f i i l i…from Jim Haisler via Facebook
Feb. 5, 2009 McHenry County Association of REALTORS® — Social Media 37
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