Ohio REALTORS® 109th Annual Convention & EXPO

Cincinnati, Ohio  

 

September 16, 2019

CE CLASS SESSION Connecting with your Clients using

Social Media & Technology 2:00 pm – 5:00 pm (3 Credit Hours)

INSTRUCTOR(S): Katie Lance

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Ka#e Lance, Founder/CEO, Ka#e Lance Consul#ng

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LinkedIn is the 1st place to start when it  comes to your social media strategy and  it’s the best place to 1st connect with a  

client or prospect online.

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Op$mize your LinkedIn profile

Update photo

Update skills and exper$se

Add relevant photos/videos

Update contact informa$on

Publish new content

Give/ask for 5‐10  recommenda$ons

@ka$elance

Who should you connect with on  LinkedIn?

• People you know• 2nd and 3rd connec$ons  (friends of friends)

• Think of LinkedIn as  you would a  networking party

• Clients, prospects,  other agents

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You’ve connected, now what?

• Don’t be a lurker

• Take the online offline

• Don’t spam

• Don’t sell too soon

• It’s a marathon, not a  sprint

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Use SlideShare.net to repurpose  content and showcase your exper$se

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Ideas for SlideShare presenta$ons you  could add to your LinkedIn profile

About you About your team Examples of your work Tes$monials Happy client stories Your exper$se The areas your serve Organiza$ons you are a part of

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Pos$ng in the LinkedIn Newsfeed

Text‐only posts can be very effec$ve!

Upload videos directly into LinkedIn@ka$elance

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Post your updates publicly

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Crea$ng, publishing, pos$ng (and re‐purposing content) on LinkedIn

• Career, leadership and business  related posts win

“Forbes has seen a 137% percent  increase in clickthroughs from LinkedIn  and an 81 percent increase in followers  using published content on LinkedIn.” ‐Shauna Gleason, Forbes Media’s  director of social media.

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Ideas for blog posts on LinkedIn• Business lessons learned• Your journey• If I had to do it all over  

again…• The key to consistency• How I built my team• The top ques$ons every

1st $me homebuyer asksme…

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Repurpose email newsleder content  and create blog content on LinkedIn

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LinkedIn Company Pages

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Don’t be a secret agent on Facebook – make it  easy for clients and poten$al clients to find you!

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Quality over quan$ty

• Post less on your Facebook  Business Page, but post more  quality

• 3 types of content ideas to get  a higher level of engagement :1. Recorded video2. Facebook Live3. Graphics/photos

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When is the best $me of day to post to your  Facebook Business Page?

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When is the best $me of day to post to your Facebook  Business Page?

To find yours, go to your FB Business Page, click  “Insights” and then “Posts”

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Use Facebook ads to adract the right type of  clients that you want to work with

3 Tips:

1. Create custom audiences  at facebook.com/ads

2. Create great graphics  using Canva.com

3. Keep your text brief@ka$elance

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Be a good finder – highlight your  agents

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Get crea$ve and tell the stories of  your clients

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Schedule posts using Later.com

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Extend the life out of every  post you post to the  Instagram News Feed by  sharing it to your Instagram  Stories.

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Crea$ng compelling IG Stories

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Increase your  engagement using  Instagram Stories

• Tag others

• Tag loca$ons

• Use polls

• Ask ques$ons

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Use polls to increase  engagement. The more  interac$on people have  with your content the  more likely they are to  see more of your posts  

in their feed.)

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Create Instagram highlights to highlight your  Instagram Stories into categories

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• Repurpose video• Up to 15 min.• Promote in your  

Instagram  Stories and add  the video (swipe  up feature for  IGTV – available  for everyone!)

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Add your Instagram Stories to your Facebook Story  and Highlights

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5 Tips for Instagram Live1. Prepare ahead of $me on IG Stories  

(use the “countdown” feature in  Stories)

2. Save your broadcast a ler and  upload to IGTV to repurpose

3. During the broadcast: Pin your  video $tle (in the comments  sec$on)

4. Use the Ask Ques$ons s$cker to do  a live Q/A

5. Review your messages a ler you  are live

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6 Tips for Instagram Ads

1. Promote your best content2. Use Facebook Ad Manager3. Run ads in the Feed and/or  

Stories4. Video ads tend to perform  

the best!5. Think about your  

thumbnails6. Have a clear call to ac$on

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3 reasons why you need to be crea$ng  pillar content

1. Stand out from the  compe$$on

2. Build beder  rela$onships

3. Generate beder  leads and referrals

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The power of pillar content for  genera$ng business

• Went from geong zero  business from social media and  now gets 20%+

• “I had an acquaintance and she  reached out to me about 2  years ago on Facebook  Messenger saying she was  interested in talking with me  about selling her home. I sold  her $1,565,000 and then  bought a $1,070,000. This was  all because of my presence in  social media. Now we’refriends!” @ka$elance

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What are the most effec$ve types of  pillar content for real estate pros?

• Blog posts

• Recorded video

• Facebook Live

• Graphics

• Podcast

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Blog FAQ

• How long does each blog post have to be?

• Do I have to write them myself?

• How olen should I blog?

• What other content should I blog about?

• What if I don’t like to write?

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3 ideas to jump‐start your blog

1. Q/A

2. How‐to

3. Checklist

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Checklist for a successful blog post

A great main graphic

An intro paragraph ‐ 2‐3  sentences

Main ‘meat’ of the post

At the end, have a call to ac$on

Promote your blog post

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Create images using Canva.com

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The #2  search  engine in  the world

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Do it yourself or hire a pro?

Do it yourself 7ps:• Short and simple• Be prepared

If you want to hire a pro:• Interview 3‐5 people• Ask for samples and references

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Equipment recommended

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Equipment recommended

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Equipment recommended

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It pays to hire a pro to tell your story

• Know who you are,  and who you are not

• Keep it short

• Hire a pro

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Have fun and be relevant!

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Give people a sneak‐peek with a quick  video

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Making videos fun – and interac$ve!

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Community videos: what does it feel  like to live in your area?

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Pillar content example: weekly videos

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5 quick video ideas

1. Q/A

2. How‐to

3. Market Update Monday

4. Feature Friday

5. Tip Tuesday

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Monday Tuesday Wednesday Thursday Friday Saturday Sunday

FB Business  Page

Upload a new  video

Re‐share the  video as a  new post

Instagram Upload a 1 Createan Upload themin version of Instagram video to IGTV

the video and Story about and promoteadd YouTube the video. on IG Storieslink to IGprofile

YouTube Upload a new  video

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How to create a 12‐month plan

1. Brainstorm a list of  topics

2. Organize your list using  a Google Spreadsheet

3. Use a project manager  tool like Trello or Asana  to manage who will do  what.

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Time block your schedule

• Daily– Focus 5: like/comment/engage  

with 5 people daily on social  media

– Respond to all comments and  no$fica$ons

• Weekly– Plan 30‐60 minutes a week to  

schedule 3‐5 pieces of content for  the week ahead

Bonus $p: download free printable  calendars at CalendarLabs.com

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Time block your schedule• Monthly

– Plan 2‐4 hours a month tobatch create your content(i.e. video, graphics, etc)

• Yearly– Plan 1‐2 days to evaluate  

your plan from the year  before and create your new  plan for the year ahead

Bonus $p: download free printablecalendars at CalendarLabs.com @ka$elance

Create a pillar content plan that you  can commit to each month

• What is pillar content?– Not canned, not boring, not  automated!

• Decide what type of  content you’d like to create  on a consistent basis:1. Pick a day you will publish2. Batch create your content

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Decide on your  distribu$on plan  for your pillar  content + the type  of content for the  rest of your socialmedia posts @ka$elance

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Here is a sample weekly schedule: start with your pillar content  and then fill in from there

Sunday

FB Business  Page

Monday Tuesday Wednesday

Upload a  newvideo

Thursday Friday Saturday

Re‐share the  video as a  new post

Instagram Upload a 1  min version  of the video  and add  YouTube  link to IG  profile

Create an  Instagram  Story about  the video.

Upload the  video to  IGTV and  promoteon  IG Stories

YouTube Upload a  newvideo

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Here is a sample weekly scheduleMonday Tuesday Wednesday Thursday Friday Saturday Sunday

FB Business Monday Upload a Wednesday #TBT Re‐share the List of open CommunityPage market new video Wisdom video as a houses for post – fun

update post new post the weekend fact

Instagram Monday Upload a 1 Wednesday #TBT Create an Upload themarket min version Wisdom Instagram video toupdate post of the video Story about IGTV andand IG story and add the video. promote on

YouTube IG Storieslink to IGprofile

YouTube Upload a  newvideo

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How do you know what is working/not  working

• Review your analy$cs every 3‐6  months– Impressions, reach, clicks – look  

for paderns– Time of day, thumbnail, topic

1. Facebook Insights2. Instagram Insights3. YouTube Analy$cs4. Google Analy$cs

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