Expanding Your Sphere of Influence with Social Media

Power Path Series: Expanding Your Sphere of InfluenceExpanding Your Sphere of Influence

with Social MediaPresented by Hilary Marsh and Mary Martinez ,

NATIONAL ASSOCIATION OF REALTORS®

to the McHenry County Association of REALTORS®to the McHenry County Association of REALTORS

February 5, 2009

Topics

1. Social media matters

2 i i l f i l di2. Principles of social media

3. Tools and expectations

4 Expanding your sphere of influence4. Expanding your sphere of influence

Feb. 5, 2009 McHenry County Association of REALTORS® — Social Media 2

Why social media matters• It’s about presence.

Most buyers do at least some research on the Internet during the buying process.the buying process.

• It’s about me. Not “mass media” but “me media” – it’s personal.Not mass media but me media it s personal.

• It’s about the “now” factor. Millennials expect instant communication. p

• It’s about the experience. How will your prospects experience you? y p p p y


Principles of social media“ l d ” h“Social media” is interactive content that you can• share• link• comment• edit• discuss• discuss

The content is empoweredTh i j h j i ff i• The message is just the jumping‐off point

• Loss of control• The reader is your co‐owner


Content = behavior• Reputation management is becoming as important as brand

management

• Business building is indirect – direct selling is not part of the cultureculture


Emphasizing the “social” in social mediasocial in social media

Why do you go to church? (T dd C SPARK 2008)(Todd Carpenter, SPARKt 2008)


Comm Dirs Annual 2008 -- Social MediaFeb. 5, 2009 7

Tools and expectations

• Social networking websites • Blogs & microblogs g g• Shareable, embeddable video • Virtual worlds


Social networking websites


Social networking websitesFacebook = originated as a university “face” book

56 mil U.S. people monthly55% femaleMajority of users <35 yrs. 61% users >$60K income58% college graduates or post‐grad

(Source: Quantcast com)(Source: Quantcast.com)

Stories from the field: Teri Isner, of Keller Williams At‐The‐Lakes / Celebration uses Facebook to promoteCelebration, uses Facebook to promote her farm area. Result: Isner sold a property to a couple from the UK who found out about her through Facebook.

(Source: FLORIDA REALTOR MAGAZINE,


Oct. 2008)

LinkedIn professional network

Social networking websitesLinkedIn = professional network

30 mil U.S. people monthly53% maleMajority of users >35 yrs. 66% users >$60K income72% college graduates or post‐graduates

Source: Quantcast.com

Stories from the field: Maggie Morris, of Sellstate Achievers Realty, built her sphere of influence at LinkedIn by setting up a profile, y g p pdownloading email addresses of people she knows, and inviting them to her network. Result: referral business and an increased sphere of influence. (Source: FLORIDA REALTOR MAGAZINE Oct 2008)


MAGAZINE, Oct. 2008)

Social networking websites

Naymz = branding and reputation management

1 5 mil U S people monthly1.5 mil U.S. people monthly53% maleMajority of users >35 yrs. 61% users >$60K income68% college graduates/post‐graduatesSource: Quantcast.com


Let’s stop for a moment…

Sh iShare your experienceIt’s about presence.

• What social networking sites are you active in?

It’s all about me.

• How are you anticipating the needs of potential customers?

• How are you personalizing your online contact with potential customers?customers?

It’s about the “now” factor.

• How are you managing inquiries from your social networking y g g q y gsites?

It’s about the experience.


• What makes your social networking sites unique? sticky?

Blogs & microblogsActiveRain = real estate network656K U.S. people monthly50/50 male/femaleMajority of users >35‐49 yrs. 61% users >$60K income62% college graduates or post‐graduates

Twitter = microblog2.7 mil U.S. people monthly53% female49% users 18‐34 yrs.y50% >35 yrs. Nearly half users <$60K income63% college graduates or post‐graduatesSource: Quantcast.com


Blogs & microblogsActiveRain and RealTown.com ‐‐top two cited real estate blogs. (Real Estate Marketing Survey, QuantumDigital)

C id th l t f thi blConsider the elements of this blog:• “Real Estate’s Biggest Loser

Challenge”• “Ask the Broker” feature

E t/ k• Expert/speaker• Ratings…get ready, they’re here!

Stories from the field: Connie Olson ofStories from the field: Connie Olson, of Realty World Executive Group, uses ActiveRain to network, promote herself, learn from others. Result: severallistings. (Source: FLORIDA REALTOR

G O 2008)

Jay Thompson

The Phoenix Real Estate Guy

Inman’s Most Influential Bloggers of 2008


MAGAZINE, Oct. 2008)f gg f

http://www.phoenixrealestateguy.com/

Blogs & microblogsThe smallest detail about you andyour Internet presence could make –or break – the relationship…and you’ll likely never even know it.

Consider the elements of this blog:• “Miamism” branding• Up‐to‐date entries• Images• Multilingual • Use of multimedia• Top navigation, side navigation• Community information• RSS, syndication• “Go to” place for Mojitos!

Rick Garcia & Ines Hegedus Garcia

“Miamism”

http://www miamism com/


http://www.miamism.com/

Blogs & microblogs

Blogging gives the prospective customers an idea of who you

b f h iare...before they meet you in person

C id h l f hi blConsider the elements of this blog:

• “Help Fluffy” feature

• Foreclosure resourcesForeclosure resources

• Use of categories

• Everything St. Paul

• Use of images

Teresa Boardman St. Paul, MN


http://www.stpaulrealestateblog.com/

Blogs & microblogsConsider the elements of this microblog:

• Branded

• Current

• Teresa Boardman’s Favorites

• Teresa Boardman Follows

Stories from the field: Jeff Bernheisel, of Real Estate Marketing World, tells a story of his search for REALTORS® in Vancouver, WA. Two he knew took over 24 hours to respond by email. One he had been following via Twitter responded in an hour.

Teresa Boardman

St. Paul, MN

http://twitter.com/TBoard


p // /

Let’s stop for a moment…

Share your experienceShare your experienceIt’s about presence.

A bl i ? T itt i ? Wh ?• Are you blogging? Twittering? Where?


• How are you anticipating the needs of potential customers at your blog?

• How are you personalizing your online contact with potential customers?


• How are you managing inquiries from your blog?How are you managing inquiries from your blog?


• When a potential customer leaves your blog, consider what emotions they’re leaving with are they intrigued enough to return for more? Will theyleaving with … are they intrigued enough to return for more? Will they remember you?

• What emotions, mood, feelings does your blog evoke?

Wh t k bl i ? ti k ?


• What makes your blog unique? sticky?

Video

YouTube = real estate network

72 mil U.S. people monthlyp p y50/50 male/femaleMajority of users <35 yrs. 46% users <$60K income54% users >$60K income47% no college47% no college53% college graduates or post‐graduatesSource: Quantcast.com


VideoConsider the elements of this YouTube channel:

U f id lti l i• Use of video, multiple images, sound

• Use of color

Stories from the field: Fort Myers REALTOR® Kathy Cardet was contacted by buyers from C d h f d h Y T b R ltCanada, who found her on YouTube. Result: They purchased property through her, sight unseen. (Source: The News‐Press / Fort Myers)

Kathy Cardet

Century 21 Birchwood International

http://www.youtube.com/user/KathyCardet


http://www.youtube.com/user/KathyCardet

Let’s stop for a moment…p

Share your experienceShare your experienceIt’s about presence.

A l d i Y T b ?• Are you already using YouTube?


• How are you anticipating the needs of potential customers at YouTube?

• How are you personalizing your online contact with potential customers?


• How are you managing inquiries from YouTube?How are you managing inquiries from YouTube?


• When a potential customer leaves your channel at YouTube, consider what emotions they’re leaving with are they intrigued enough to return for more?emotions they re leaving with … are they intrigued enough to return for more? Will they remember you?

• What emotions, mood, feelings do your videos evoke?

Wh t k Y T b h l i ? ti k ?


• What makes your YouTube channel unique? sticky?

Virtual worlds

Second Life = virtual worldSecond Life = virtual world

412K mil U.S. people monthly52 %femaleMajority of users <35 yrs. 57% users <$60K income48% no college51% college graduates or post‐graduatesSource: Quantcast.com


Virtual worlds

Considerations for a Second Life presence:

• Real life marketing rules don’t translate in SL

• Difficult to determine ROI

• Time intensive• Time intensive

• But…growing presence among colleges and universities

New Jersey Association of REALTORS®

Second Life headquarters


REALTOR® Welcome Center

Consider the elements of the REALTOR® Welcome Center:

• SL culture does not mirror RL

• Evolving

• Experimental

• Creative expression

• Use as a space for meetings, forums, trainingtraining


One more social network

IRL

l l fIn real life


One more social network

Real‐life equivalents

•Twitter = cocktail party

•Facebook = the entire town square

•LinkedIn = business networking event


Build relationships online to build h f i flyour sphere of influence

Writing draws search traffic

Choose topics that people are searching for

Community information —NOT only listings — draws potential movers

resta rant re ie s•restaurant reviews

•pediatrician recommendations

•photos

•contractor lists

The information you give out freely anyway to prospects


Expectations and guidelines

•Make sure your online activities mirror, compliment, and expand your offline activities

•Use each one in concert with the other

•Do what’s doable and feels right for you

•Choose a few channels and participate — post, link, share, explore

•Write invisibly until you find your voice — create a schedule, think of themes, keep posts to a manageable length


Expectations and guidelines

In social media, you need to give to get

•Give words, get SEO

•Give information, get links

•Give tips, get noticed

Gi i i i d f bli i•Give praise, get recognition and free publicity


Ten ways to expand your SOI today1. Select 3 social networking sites and 6. Promote personal attributes and g

establish profiles for each. (Hint: Most commonly used networking sites among real estate professionals are Facebook, LinkedIn and Twitter )

pstyle that would help connect you with potential customers, e.g., volunteer/community efforts, interests hobbiesLinkedIn and Twitter.)

2. Take advantage of one special app or feature, e.g., Amazon.com reading list.

3 Identify one niche or area of

interests, hobbies.

7. Watch and respond to inquiries from your networking sites.

8 Add new content daily for one3. Identify one niche or area of expertise, and develop that area of interest.

4. Offer potential customers a “take‐

8. Add new content daily for one week and see what happens.

9. ________________________

10.away.” What’s in it for them???

5. Get personal. What’s happening in your contacts’ lives? Reach out! Wh t’ h i i YOUR lif ? Sh

10. ________________________

What’s happening in YOUR life? Share.


Need more information?Need more information? Visit the Library at REALTOR.org


More resources at REALTOR.org


And now a cameo appearance…

f i i l i…from Jim Haisler via Facebook


Questions?

Hilary Marshh h [email protected]

312/329‐8341

Mary [email protected]

312/329‐8832312/329‐8832


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Expanding Your Sphere of Influence with Social Media