Social media for realtors 101 dos and don'ts

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<ul><li> 1. Social Media for RealtoRS101 dOs ANd dONtsthis bOOKLet is PARt Of theSocial Media for RealtoRS seRies</li></ul><p> 2. The NATIONAL ASSOCIATION OF REALTORS (NAR) constantly communicatesto consumers and the media the importance of choosing to work with aREALTOR because of your unparalleled expertise, access to NARs manyresources and commitment to the Code of Ethics.Every day, you do your part to promote yourself as a REALTOR. And everyday, your national association is doing the same.Because of NARs outreach and your efforts home buyers and sellersknow theres a difference between a REALTOR and someone who hasntearned the right to carry that name. They recognize you as a trusted pro-fessional,respected within the industry and your community. As a result,when it comes time to buy and sell real estate, consumers turn to you.As part of your business understanding, the effective use of social mediacan be a key to your success in the real estate business. This guide has twopurposes, to help you take your business to a new level through the use ofsocial media tools and to put into context your responsibilities and dutiesas a member of NAR when using social media. Only through both will youuphold your reputation for quality and standards of excellence in all realestate related pursuits. 3. According to the 2012 REALTOR Technology Report , 89% of all ReALtORs use socialmedia in some way, and 80% use it for their real estate business. the ReALtORs who douse social media in their businesses cite the following reasons for doing so most often; vis-ibility/exposure/marketing, free advertising, and ease of communication/allows them to stayin touch with multiple clients at once. 77 percent of agents are on facebook and 73 percentare on Linkedin. in 2008, 67 percent of survey respondents did not engage in social media.the use of social networking sites by consumers is growing. You need to use and understandthem to be able to effectively communicate with your current and potential clients. Accord-ingto the 2012 Profile of home buyers and sellers, 41 percent of home buyers, the firststep in the home-buying process was looking online for properties, and 11 percent of homebuyers first looked online for information about the home buying process. the use of theinternet in the home search rose slightly to 90 percent, and for buyers under the age of 44this share increased to 96 percent. these 101 tips will help you get started and on your wayto understanding and utilizing social media like a pro to contact buyers and sellers wherethey are lookingonline. Use these tips to get you on the right track and help you standapart from the competition.IN ThIS quICk REFERENCE guIdE yOuLL FINd SECTIONS ON: s ocial Networking and the connection with Real estate g eneral social media tipsThEN wELL dELvE INTO SpECIFIC TIpS FOR ThE MOST pOpuLARSOCIAL NETwORkINg SITES: f acebook (Your Little black book or Reunion) t witter (the Online cocktail Party) Linkedin tips (Your online Rolodex and Resume) Other popular sites include: Pinterest, google+, Youtube, flickr, and foursquare.ThROughOuT ThIS guIdE wEvE BROkEN dOwN ThE TIpS INTO TwO SECTIONS: Principles and best Practices (best practices and theory) g etting it done (Action items and putting theory into practice)Well end by wrapping it up and provide additional resources and next steps.SOCIAL NETwORkINg ANd2LOOk FOR ThELINk ICONthis symbol will alertyou to when weveincluded a helpfulweb link to follow 4. ThE CONNECTION wITh REAL ESTATEYour family, friends, and business connections are using many different social websitesto locate and share content. some are reviewing articles, uploading photos and videos, orwriting blogs. here are details about some of the most popular online social networks inthe real estate realm.gENERAL SOCIAL NETwORkSFACEBOOkAllows users to post online Profiles (including photos,information about themselves, etc.) and then connect toother users who share the same interests, experiences, etc. facebook is built aroundfriends and groups. it includes many networks of companies, regions, high schools,and colleges. Users may also create a business Page for commercial use.TwITTERA microblog that allows you to post messages 140 characterslong. every time you post a message, everyone who followsyou receives it, either on, on their cell phone, or via one of many twitter readertools. twitter posts can include hyperlinks to blog posts or Web pages, which encouragespeople to engage with you. in addition, twitter is a place to engage in short conversationwith people that are in your network. find people in your community and start reaching out.LINkEdINA professional network. build a network of past colleagues,friends, and industry experts. Ask people to write recom-mendationsof your work and endorse you. consider joining theNational Association of ReALtORs group on Linkedin to network and share ideas withother ReALtORs.gOOgLE+google+ is a fast growing social network with opportunitiesto share and engage in conversation with others. You addyour connections into circles to keep groups of people with a commonality together. forexample, Local connections, Real estate Agents, family, etc. Users can also create abusiness page for commercial purposes.3All logos and descriptions are copyrights of the companies listed 5. REAL ESTATE SOCIAL NETwORkSif you are looking to interact with other ReALtORs in social media like the NationalAssociation of ReALtORs Page on facebook (,connect with National Association of ReALtORs-Official group on Linked in or followNAR on twitter @realtors. NAR has additional facebook and twitter accounts that youcan choose to follow visit our social media page to find out more about the pages andtwitter handles at blog is a website where you add content on an ongoing basis. New posts ends up atthe top of the blog, so people can scan and see your posts chronologically. Writing a blogabout your local market can be a great resource for a real estate professional. Althoughit isnt a social network itself, it can be used for social networking. the most popularblogging platform is Wordpress. is free and is hosted by Wordpress; is also free, but you need to provide a website hosting company. there aremany choices of template designs, or themes, for you to choose from. if prefer, you canalso choose to hire a company to design and build your blog for you. has afree featured blog, you can go to to learn more.REALTOR.COM SOCIAL MEMBER has a number of free social tools just for ReALtORs including a goalsetting tool that provides you a personalized business plan, an e-newsletter keepsyour social connections up-to-date, ability to connect socially through your Profile and hypersocial tools, ability to chat with clients through mobile on abranded mobile listing site, a social connection App forfacebook, ability to share your expertise with potential clients with your own featuredblog, a free mobile Listing marketing Platform and more. these resources can all befound at MEdIA uSAgEAccording to Pew internet research study, Pew internet: social Networking, as of decem-ber2012, 67% of online adults use social networking sites. Usage breakdown is asfollows:As of december 2012: 67% of online adults say they use facebook 16% of online adults say they use twitter 15% of online adults say they use Pinterest 13% of online adults say they use instagram 6% of online adults say they use tumblr 20% of online adults say they use Linkedin as of August 2012.4 6. ONLINE phOTO STORAgE ANd EdITINg pLATFORMSmade for storing and editing your pictures, flickr and Picasa are great holding areas foryour pictures to be shared or used in various online and social media websites later.FLICkRA storage place for photos, as well as a social network. if youuse flickr, you will meet people looking for great local picturesand people finding your photos. flickr has a great interfacethat lets you also post photos to your blogs.pICASAA free photo organization and editing tool from google,. fora free program, it really has a lot to offer. Picasa is desktopsoftware that runs on Windows; it can be downloaded from vIdEO ANd phOTOgRAphymade for social sharing first and foremost, Youtube and instagram are the 800 poundgorillas of the video and still image universe.yOuTuBEA video-based social network. if people do online searchesfor your communities or town, they are likely to see yourvideos, and they may contact you from there. Video searchhas become increasingly used by the general public in thereal estate context. for more information, download the NAR/google study at: its mobile app and easy integration with twitter andfacebook - among other social media platforms - instagramis one of the fastest growing social media sites today. madefor sharing of your pictures in real-time with friends, familyand potential real estate clientele. instagram is a pho-tosharingsocial platform that plugs into facebook and twitter. for more information,visit logos and descriptions are copyrights of the companies listed5 7. SOCIAL MEdIA OvERvIEwthe internet is used by millions everyday and people are connected virtually every minuteusing their computers and mobile devices. Web applications facilitate interactive infor-mationsharing, interoperability, user-centered design, and collaboration.growing every day and permeating every single aspect of their lives and their clientslives, social media is no longer a real estate novelty or a toy, it is now an integral partof every real estate agents business model. Whether an agent is actively engagingwith their current or future sphere of influence in their marketing, or using it passivelyto safeguard clientele, its use is as varied as the business models of the practitionersusing it. embrace the communications concepts these platforms bring, ask clients howtheY use social media and follow suit. social media is no longer an option today, itsa necessity - for business today and tomorrow.Youll find that a number of the dos and donts have a video icon next tothem. You can find out more about these tips at tips are presented by NARs social media experts Nobu hata andheather elias, both of whom have a combined 20 plus years in the real estatetechnology and social space as practicing ReALtORs - are meant to provideyou a general start for all social networks and media.SOCIAL MEdIA OvERvIEw-pRINCIpLES ANd BEST pRACTICES1. dO take NARs e-PRO certification Program at www.eProNAR.com2. dO follow NARs facebook Page and twitter account@realtors.3. dO Promote yourself and your business but dONt overdo it. dO let readers know youare a real estate professional but dONt do it by broadcasting listings/sales.People want to know you as a person, not just by your profession.4. dO Remember that the code of ethics principles still apply online.5. dO Realize that the ROi (return on investment) of social media can be slow, and itmay take some time before you see a return for the time you put into connectingonline.6. dO Realize that social networking isnt for everyone. explore several social media sitesand choose one to focus on making a presence in.7. dO Remember that you want to be where your current and prospective clients are.make it easy for people to find you.6 8. 8. dO manage your social media efforts yourself, so you arecompletely aware and in touch with what is going onwith your pages, profiles, blogs, and sites.10. dO make timely posts. focus on the community in which yousell real estate and the local economic environment.11. dO consider blogging. You can get started by setting upa free blog at,, or use afree featured blog at dO Write compelling headlines for your blog posts, soyou can catch the attention of potential buyers andsellers. You can then use the same headline and linkto your post on social Networking Platforms.13. dO Let people know you are online and integrate yoursocial media profile information into tools that arecurrently working for you (print, newsletters, businesscards, email, website, etc.).9. dO Set up googleAlerts to monitoryour reputation(your name,brand, usernames) and area(where you sellreal estate, yourfarm areas).14. dO make sure you have a website or blog and that people can find your website whenthey search for real estate in your community. Your website remains the founda-tionfor your business your social media endeavors should always direct peopleback to your site.15. dO Write posts about your niche, your marketing differentiators, and whatdifferentiates a ReALtOR from a non ReALtOR and/or online advertisingcompany like Zillow.16. dO give your profile pizzazz by using your elevator speech for your profile anddescription. An elevator speech is the 10-second description of yourself that youwould use in an interview.17. dO go mobile. Use your smart phone to maximize your time on social media. forexample, while in line at the grocery store you can update your facebookstatus, accomplishing your social media goals without taking up too muchof your valuable time.18. dO include keywords that a client might search for in your blog and social mediaposts.7 9. IMAgE19. dO edit your profile and security settings quarterly on all networks. You can revealas much or as little about yourself as you wish and choose what information youwant to share with others.20. dO create personalized profiles/bios on each site, making each similar but notduplicated. Linkedin is more businesslike, while twitter and facebook are morecasual.21. dONT Replace money-generating activities with social media activities. budgetyour time to allow you to include social media activities.22. dONT make it a one-way conversation. interact with other people and areas of inter-estonline. make it a two-way conversation by showing interest and engagingwith others. Listen first, and then engage.23. dONT Keep your profile description too simple. be sure to include personal interestsas well as your profession. Your followers want to know a little bit about you tobuild a relationship.24. dONT focus on the numbers of people you connect with. focus on the connectionsthat will provide you with value. follow people that have many followers andsimilar interests.8 10. SOCIAL MEdIA OvERvIEw-gETTINg IT dONE25. dO develop a plan so you can focus your time efficiently. Research where you shouldbe spending time on by asking your existing friends, family and clients wheretheyre spending their time. Ask for a day in the soc...</p>