Social Media Marketing for Real Estate Professionals v2.2

REAL ESTATE MARKETINGIN THE SOCIAL MEDIA AGE

January 6, 2011

1© Craig Kaminer d/b/a Twist

Your Brand

It’s what people think about when

they…

2

Hear your name. Meet you.

Call you. Bump into you.

Are asked for a referral.

© Craig Kaminer d/b/a Twist

How’s Your Brand?

Do they know your name?

3

Do they generate a lot of referrals?

Do they know your company? Do they know your clients?

Do they know your specialty?

Do they understand why you are better?


Marketing

It’s about building relationships of value with real people who will turn to you when they have a need you can fill.

In 2011, it’s about being findable and relevant. 4© Craig Kaminer d/b/a Twist

How’s Your Marketing?

• How many people come to your website?• How many qualified leads do you get each

month?• What does your new business pipeline look

like?• What is your conversion rate?• Where do you rank among your peers?


Branding & Marketing have evolved.

HAVE YOU?


“Old Communication Model”

Your message

Since the invention of the printing press, the model of mass communication has been a one-way channel.


Marketing Before Social Media

Door to Door

Direct Mail

Mass Media Email Websites Targeted

Internet


“New Communication Model” Where is your message in the new dialogue world we live in?

Since the invention of the internet, the way we communicate has transformed dramatically. We now live in a dialogue world where everyone has their own channel of communication and information is real time.


The New Model (Marketing 2.0)

Web

SEO/SEM

Email/Text/

Mobile

Information/Content

Social Media

Advertising

PR


• Social networks are the #1 activity on the internet.

• Social media is used by 3 out of 4 Americans.

• 93% of social media users believe a brand should have a presence on networks.

• 85% of social media users believe a brand should not just post information, but should interact with customers.

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The Power of Social Media


Social Network Numbers

• Facebook has more than 1 million users in Missouri alone

• LinkedIn has 70 million members:o 50% are decision makerso 30% are EVP or C-Level executives

• Twitter has more than 165 million users

• More than 2 billion views per day on YouTube


Social Media vs. Traditional Marketing

Out-bound

Market-ing

Inbound Market-

ing

$0

$50

$100

$150

$200

$250

$300

$350

60% lower cost per lead

Source: HubSpot.com/ ROI survey, 2009


Why Do Companies Use Social Media?


My Network

Source Contacts

Twist Database 12,000+

Facebook 1,449+

LinkedIn 775+

2 Degrees of Separation 125,800

3 Degrees of Separation 4,866,000+

Plaxo 8,165+

Twitter 3,931+ Followers


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You know why social media is important...

BUT HOW DO YOU USE IT?


How Can Social Media Help You?

• Expand and extend marketing campaigns• Improve customer service• Protect your brand and image• Solicit feedback from network & public• Build relationships with employees,

influencers, clients & prospects• Grow your network and sphere of

influence• Establish yourself as an expert• Generate more sales! 17© Craig Kaminer d/b/a Twist

What is Most Relevant?

You

LinkedIn

Plaxo

BlogTwitter

Facebook


How Realtors Are Using Social Media

• What platforms are Realtors using today? LinkedIn -- 42% Facebook -- 27% Twitter -- 13% 85% under 50 using social networks, 40% said it has led

to new business

• What are Realtors doing on social networks? Client acquisition -- 46% Client relationships -- 35% Promoting firm -- 30%

Sources: Rydex Advisor Benchmarking Survey, Deloitte “Workplace Ethics” report 2009, McKinsey & Company “ How Companies are Benefiting from Web 2.0,” Ledermark Communications Survey on Social Media Use

SM Real Estate Examples


Getting Started• Set-up 1-2 accounts (LinkedIn, Plaxo, Twitter

and/or Facebook)• Build complete profile• Link to your new accounts on website, blog,

email signature, print materials, etc.• Build contacts (Goal: 500)• Build special interest pages• Weekly posts• Add new accounts (Blog, Twitter, Jigsaw)


What Can You Do With Your Facebook Page?

• Use your current database and suggest they become a fan

• Include each Sold Listing on your page…take a picture of the homebuyers/sellers and add to the page. Tag them in the photo to share on their profiles!

• Import your external blog to keep content fresh• Add virtual tour videos from a flip cam• Include subscription box to capture emails – offer

useful home-buying information as incentive25© Craig Kaminer d/b/a Twist

Taking it to the Next Level• Connect your social media accounts

(TweetDeck.com or HootSuite.com)• Build contacts beyond 1,000• Post listings, videos, presentations, &

commentary• Regularly ask your “friends” if they know

someone looking for something you have


Things to Avoid

• Using social media as static advertising

• Having the “If We Build It They Will Come” attitude

• Not following through on the commitment

• “Faking It” – be yourself and share your personality with potential and current customers 27© Craig Kaminer d/b/a Twist

© Craig Kaminer d/b/a Twist 28

Social media is just one piece of the marketing puzzle…

WHAT OTHER STRATEGIES ARE

THERE?

Complete Marketing 2.0 Strategy

2 Social Media

You

You

you

You

3 Optimization

4

WEBSITE

Inbound Linking

5 Email Marketing

1 Website Redesign

Website Redesign

• Build as main corporate site– Built on easy-to-update

platform for quick and strategic changes

– Incorporate multimedia: social media feeds, videos, photo galleries, user forums

• Create “Realtor Mini-Sites” – Agents can post their

upcoming events, listings, photos from recent sales, and their contact information

– Customers can visit their agent’s site directly for immediate information

1 Website Redesign


Social Media Networking• Create key social media

accounts – LinkedIn, Twitter, YouTube,

Facebook

• Train agents to create their individual accounts and connect with their personal networks– If 100 agents connect with 500

contacts each, your firm now has a network of 50,000 potential clients

• Join the conversation!– People are online talking about

their needs, agents need to join in– Seek out the conversations and

promote your firm to potential clients

2 Social Media

You

You

You

You


3 Optimization

Keywords Metadata Social

Search Paid Search

Search Engine Optimization• Build metadata to

allow for searchability• Each piece of content

posted on social media networks becomes an indexed “object”

• Implement Paid Search campaign to increase clicks and conversions


4

WEBSITE

Inbound Linking

Linking Strategy

• Inbound links are the key to search engine optimization

• Create keyword-rich links and post to all available content sites

• Links become framework for your brand online so all search engines can identify your and content relevant to your clients


Email Marketing

5 Email Marketing • Develop master list for clients, prospects, referrals and influencers

• Create regular email campaigns to communicate trends, events and general information


Useful Tools for Measuring

When you register with it, Technorati tracks “blog reactions,” or blogs that link to yours. Search for your brand on Technorati, and subscribe to RSS alerts so that when someone blogs about you, you find out.

Only delivers the most relevant, credible mentions of things you need to track. Its “FiltrRank” technology scores content based on three dimensions: contextual relevance, popularity and feedback

Google Analytics

Technorati

Filtrbox

A wonderful free tool that records analytics on your website such as traffic, web hits, top content, avg. time on page, where people are coming from, and much more!

Your Own Network!Almost ALL social networks will give you the numbers of comments, views, friends, followers, etc. 35© Craig Kaminer d/b/a Twist

Search Engine Marketing

• Paid search allows you to promote targeted text ads for specific keyword searches

• Ads are continuously matched to users’ specific interests

• Ads are placed as buying decisions are made

• The result: You reach your audience at the right time with the right message



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Google places your text ad on pages with keyword searches that you designate



• Paid search also allows you to target by geographical location

• Location is specified by a mile radius


© Craig Kaminer d/b/a Twist 39

This is just the tip of the iceberg…

In 3-6 months you can be one of the most

relevant realtors. So start now!

If you want this presentation… Phone: (314) 863-3033 x201 Cell: (314) 363-3333 Email: [email protected] Website: www.twiststl.com LinkedIn: craigmkaminer Twitter: TwistedSTL Facebook: www.facebook.com/ckaminer YouTube: Twiststl Plaxo: Craig Kaminer


http://www.facebook.com/ckaminer

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