social media and marketing for the anti-social and the ... · 8/21/2014 · leveraging social...

PRICEWEBER | ADVERTISING THAT UNDERSTANDS PEOPLE

Social media and marketing for the anti-social and the technologically impaired.

Leveraging social media in real estate marketing.

August 21, 2014

Sponsored by:

Leveraging social media in real estate marketing


What’s on tap for today?

• Getting started• Setting goals• Have a plan• Coming up with content• Social platforms• Content examples• Tools• Questions



Social networking

Conversations lead to Relationships.Relationships are the most effective way to glean new opportunities.



What is Social Media

Social media is a fancy marketing term to describe conversations and relationships between people online.



Social Media is not a fad

• Social media is where consumers are spending more of their time.

• Social media connects everything.

• Social media must be part of every company’s marketing strategy.



Where do I start?



Set goals

• What results do you want?– Increase sales (duh!), web site traffic, fans,

followers, phone calls, referrals, emails• How much time do you have?

– At least 30 minutes per day– Successful networkers spend much more

• What are your resources?– Available staff? Do they know your message?– Existing web site– Existing social media presence

• What is your budget?



Have a plan

• Who do I want to engage?• Where will I engage them?• When do I want to engage them?• How will I engage them?• What role does social media serve in my

overall marketing plan?• How will I measure results?



First step .. get your house to size

• You own your web site– You do not own social platforms

• More than 80% of social activity is on smartphones

• Drive traffic to your web site• Web site must be mobile friendly



Now you’re ready to start sharing?



Social media content guidelines

• Social media is not about you• Focus on audience; what do they want?

– Social media is conversations between people; not companies or brands - spend more time focusing on people for maximum success

• Follow 80/20 rule of self-promotion– 80% should add value to audience– 20% can be self-promotional



How do I come up with content?

• What questions do customers ask you?• What is happening in the industry?• What is happening in the community?• What time of year is it?

– How does this impact your customer?

• Showcase insights and expertise• Showcase vendors and partners• Showcase employees



What if I need help?

• It’s ok to hire a professional – Help set strategy– Keeps you consistent– Ghost writing saves time– Professional design makes a difference– Measure your results

• Only you own your reputation



Location, Location, Location

35-54 (31%)25-34 (23%)54% female

20-29 (50%)30-39 (11%)53% female

Professionals25-6460% male

18-65+Very broad reach40% mobile

• Brand page (notpersonal page)

• Images and videos get shared

• Be fun and engaging

• Share expertise• Ask questions• Cross-promote on

personal page• SEO friendly

• Short and informative

• Link to content• Be engaging• Share expertise• Ask questions• Share photos• Follow others• SEO friendly

• Professional platform

• Personal and Company pages

• Add pictures• Link to content• Share expertise• Connect with

others• SEO friendly

• Videos do not have to be high quality

• Tell a story• Be engaging• Cross-promote –

everywhere• SEO friendly



Other platforms

• PINTEREST

• VINE

• GOOGLE+• INSTAGRAM / FLICKR

• BLOGGING (TUMBLR, BLOGGER)



Key takeaway

• Don’t spread yourself thin• Pick one or two

– Focus



Start with LinkedIN

35-54 (31%)25-34 (23%)54% female

20-29 (50%)30-39 (11%)53% female



















Expand into Facebook

35-54 (31%)25-34 (23%)54% female

20-29 (50%)30-39 (11%)53% female



















Content marketing examples




Don't re-use same content and photos from IDX or your web site.

Crop, update, enhance.




Connect with local media and share quality, timely content.




Share neighborhood or community events.

Multiple images have greater impact.




Pictures tell more than words. Use emotion

Possession day -names are not necessary.




LinkedIN – Define your job title

Include pictures and project titles in summary

Be descriptive in profile




Ask questions.

Don’t be afraid to engage your audience.




Ask trending questions.

Include multiple photos, engage users with market trends.




Fan vendors and partners.

Tag them in posts for extended reach and creditability.




It’s ok to have fun with a purpose.

Connect it to trending event for broader interest or appeal.




Be entertaining, professional and human.




Connect your content, share expertise




Upload photos through twitter to show images inline for users for greater impact.

Shared with Instagram does not show inline.




Have fun.

Don’t be afraid to show you’re a real person.

Be human.



Use tools to make life easier?

• Each social platform offers tools• Local platforms offer more features• Hootsuite

– Schedule content– Works with twitter, Facebook, LinkedIn, YouTube– Measure and interact



What not to do

• Don’t spread yourself thin; focus!• Don’t hard sell; remember 80/20 rule• Don’t expect business• Don’t be afraid of negativity• Don’t respond in frustration• Don’t post anything personal• Don’t start if you cannot commit



The one question everyone asks?

• How often do I need to post?

• As frequent as you can as long as you are relevant and add value to your audience.

social media and marketing for the anti-social and the ... · 8/21/2014 · leveraging social...

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