Social Media Marketingfor Real Estate Professionals

Created and Presented by

Nicholas Scalice@nscalice

HelloDefining “Social Media Marketing”

Social Media by the NumbersThe OPEN Method

The “Big Four” Platforms6 Tools I Use Everyday

Final Thoughts

Agenda

I do this stuff

at this agency

Who Am I?

Defining Social Media Marketing

• “The phrase ‘social media’ is nothing more than a way of referencing the current state of the Internet.” – Gary Vaynerchuk

• A disruption in the waythe world communicates

• The first medium that has scaledword-of-mouth advertising

Social Media Marketing

Listening and engaging with a target audience using various online platforms in order to

create a transaction

The Definition We Will Use

Listen first,then respond

Listening…

It’s ping pongrather than

archery

…and engaging…

Social media consists of a bunch of

little cocktail parties, each

requiring a different approach and a unique voice

…with a target audience…

Don’t try to be everywhere

…using various online platforms…

Your goal is to spark

an exchange or

interaction

…in order to create a transaction.

Push Marketing vs. Pull Marketing

Do Less Pushing and More Pulling

Bringing It All Together

The $10,000 Tweet

Image Credits: Wikipedia

Social Media by the Numbers

• Years to reach 50 million users:• Radio (38 years)• TV (13 years)• Internet (4 years)• iPod (3 years)

Facebook added 100 millionusers in less than 9 months

90% of all home searches start

onlineSource: 2012 National Association of REALTORS® Profile of Home Buyers and Sellers

•Architecture•Content•Backlinks•Social Signals

The Fourth Pillar of SEO

Target home buyers and sellers and get leads

Build a strong personal brand

Position yourself as an expert in your area

Make yourself more accessible

Get more referrals

Keep in contact with your past clients

Save money on traditional advertising methods

But What Can All of This Help ME do?

• Is Your Social Media Strategy OPEN for Business?

OptimizePublishEngageNurture

The OPEN Method

Optimize

Step 1

Sales

Leads

Awareness

Buzz

Thought leadership

Goals: What Do You Want?

How are you different?

Create a brief pitch that is:

Catchy – Why should I remember you?

Unique – How are you different?

Engaging – What makes me want to take action?

What’s Your CUE Statement?

Develop consistent branding, images, titles, biographies, and usernames

Your website is your hub and your home base

Your website must have:

Pages that load fast

An email capture form

Links to your social profiles

A visible CUE statement

A call-to-action on every page

And the #1 secret to a successful site . . .

Your Website is the Central Hub

Your blog is the energy source of your site

4 reasons why you need a blog:

• Get found on search engines for keywords• Establish yourself as a local expert• Show your visitors that you’re staying current• YOU own the content

Only 10% of agents have a blog

Having a Blog and Using it Wisely

• 42% of consumers look to blogs for information about potential purchases

• 52% of consumers say blogs have impacted their purchase decisions

• 57% of marketers have acquired new customers with their blogs

Blogs Convert Readers into Buyers

Source: LeadersWest Digital Marketing Journal

Make it easy for people to share, like, follow, etc.

Sharing is Caring

Publish

Step 2

2014 is the year of

Content MarketingStart creating guides, eBooks, slides,

videos, infographics, etc.

You should be able to talk about the:

Best restaurants, schools, parks, shops, malls

Crime stats, typical weather, demographics

Individual neighborhood profiles

Local businesses, clubs, sports teams, etc.

Become a Community Expert

• Write a review of something local• Create a unique list• Summarize a technical term in simple language• Interview a client, broker, partner or business owner• Showcase a neighborhood• Report on local news and events• Invite guest bloggers to provide content• Explain how to do something• Give a market update• Create “______ of the week” posts

But Really, What Should I Say?

The 3 E’s of Social Media

Educate

Provide information, teach something of value, inform and share

Engage

Encourage interaction, ask for comments, encourage your community to share and interact with you (just remember to respond)

Entertain

Try to get a laugh, show something interesting, provide a “break” from the norm (but always keep it related to your field)

Use Different Types of Posts

VideosImagesLinks

QuestionsQuotes

StatementsShares

Repurpose Your Content Effectively

Use to share content across Twitter,

Facebook, LinkedIn, and Google+ at the ideal times

(BufferApp.com)

Scheduling Your Content

Engage

Step 3

Setting Up a Listening Station

+

• Every day is a “National Day of” something• March 12th was National Plant a Flower Day– Improve curb appeal by planting a flower

• Check out NationalWhateverDay.com• Incorporate current events into your content• Use trending topics to stay relevant

Timing is Everything

• Find and follow local bloggers through Twitter• Google specific phrases to find blog posts• Leave short, insightful comments• Don’t try to sell

Commenting on Other Blogs

Commenting on Other Blogs

Commenting on Other Blogs

1. Use Twitter or Google to find local bloggers2. Make sure the blog is still “active”3. Reach out to the owner/author/admin4. Offer to write an article for their blog5. Offer them an opportunity to write for your blog

5 Steps to Guest Posting

• You can answer questions anywhere you’d like• Quora, Klout, Zillow, Trulia, LinkedIn, etc.• Make it an everyday habit

Answer Some Questions

Images get an average of 53% more likes, 104% more comments, and 84% more clicks

on Facebook

More Images = More Engagement

The Visual Web

Source: KISSmetrics

Nurture

Step 4

Using more advanced social media marketing tactics,

getting into a routine, analyzing your results, and

adjusting your efforts

What Does Nurture Mean?

• Use every opportunity to get email addresses• Send out a monthly newsletter• Focus on content, not aesthetics• Deliver value, not spam• One of the best ways to build your list is to…

ABC : Always Be Collecting

• Information products = more leads

• “The Ultimate Guide to Buying a Home in Boca Raton in 2014”

• “10 Tips You Should Know Before Listing Your Royal Palm Beach Home”

Create Detailed Information Products

Creating a routine and

analyzing your results

are what transforms all of

this into a strategy

What Does a Social Media Routine Look Like?

Monday Tuesday Wednesday

2 Facebook Posts 2 Facebook Posts 2 Facebook Posts

4 Tweets 4 Tweets 4 Tweets

1 LinkedIn Update 1 LinkedIn Update 1 LinkedIn Update

1 Google+ Post 1 Google+ Post 1 Google+ Post

Start 5 Social Media Conversations

Answer 5 Questions on Quora, LinkedIn, etc.

Start 5 Social Media Conversations

Comment on3 Other Blogs

Write and Publish1 Blog Post

Comment on3 Other Blogs

Use Google Analytics,engagement levels,

and real-world metricsto see what’s working

(Then, do more of that!)

The Simple(ish) Way to Analyze Results

The Big FourPlatforms

3 Tips for Boosting Engagement on Facebook

• Understand why people are on Facebook

• Give them a reason to “like” your page

• Boost your EdgeRank

3 Tips for Tweeting Like a Pro

• Approach Twitter as a way to build relationships

• It’s all about the what’s happening right now

• Dive into multiple conversations

3 Tips for Networking Success on LinkedIn

• Get your profile to “All-Star Status”

• Ask for and give recommendations

• Turn every business card into a connection

3 Tips for Improving Your Search Ranking with Google+

• Think of Google+ as a “social layer” for search

• Set up Google Authorship for your articles

• Participate in and host Google+ Hangouts on Air

Helpful Tools and Final Thoughts

• Google.com/alerts• Hootsuite.com• BufferApp.com• AddThis.com• PicMonkey.com• Bigstock.com

6 Tools I Use Everyday

Above all else, be consistent,

authentic, and honest

Always ask yourself,

“How is this action adding value to others?”

Yes, it takes time

Yes, it’s overwhelming

No, you don’t have to do everything

Yes, you will succeed

Follow me on Twitter

twitter.com/nscalice

FU

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