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Social Media for Real Estate Presenter: Michael Hetzer President/Founder: Lockbox Social Slideshare.com/MichaelHetzer
Pareto’s Principle: 80-20 Rule What technology fits the rule for 2014? Search? Lead Buying? Social Media? ?? The Next Big Thing: Drones?
The Renaissance Realtor’s first name is always “Steven”
Steven… Spielberg, because he creates engaging video
Steven… Jobs, because he is a wiz at technology
Steven… King, because he is able to crank out blogs, tweets, comments and other engaging, written content on a daily basis.
Steven… Covey, because you cram 48 hours of productivity into a 24 hour day.
Now you’re Chuck Yeager?Really?
Wasn’t technology supposed to make things easier?
The 80-20 Rule in Action:The Email Challenge Open rate: 10 percent Open rate: 100 percent
The Email Challenge Open rate: 10 percent Open rate: 100 percent
The Limits of Technology I wonder how many leads are dying a fast death right now in his CRM…
Search (Google, Bing) Quality traffic Owned by the portals PPC is expensive
Portals Are Not Your Friend “Haven’t they done us a favor?” They optimize OUR data (SEO) We pay them for the service For now, yes, but… Price of leads will rise Quality will fall ROI ? 0% Already happened in Mortgage, Insurance, Travel, Education and Auto, to name a few.
The Obligatory Godfather Slide
The Good News
Why Social Fits the 80-20 Rule Networking, 24/7, automated Markets within your sphere of influence Builds brands (Just ask Coca-Cola) Not shifting sand You own it (you’ve gone from lead buyer to lead generator) Sustainable **Oh yeah, and it’s free**
Social Media IS the marketing plan Sherry Chris President and CEO Better Homes and Gardens Real Estate LLC Speaking at RealTech, Las Vegas 2014
The Catch The buy-in is not money, it’s content Pictures, video, articles, pithy thoughts, helpful answers, brilliant insights. This stuff is work Who has time for this?
Pareto’s Principle: Identify the “20%”
Infrastructure Facebook – Because everyone is there Twitter – Because you are mobile Google+ - Because it’s going to BIG YouTube – Because it’s the #2 search engine Blog (WordPress or Blogger) – Because with it, you can rule all the other sites.
The Social Media Wagon Wheel
The Social Media Wagon Wheel Hub: Your Blog Around the rim: Social Media sites Leads flows back to the Blog Everything also flows OUT from the blog
Step 1: Write your blog post
Step 2: Share
That’s it! Now repeat for other sites…
Remember Your Website? Social media is now a traffic source Blog links back to your website Lead capture CRM IDX feed Static Content goes out, leads come into the blog, and then flow downhill to the website.
Branding Cover art musts: Slogan Contact information Logo Headshot
Keep cover images the same Facebook Google+ YouTube Twitter WordPress
Content 80 percent about “them” 20 percent about “you” Be a Giver Have Fun Share Acknowledge Know the etiquette
The Wagon Wheel at Work Each new listing is announced in a blog post and shared to all social sites with a link to the listing pages (Time: 5 mins) Each listing gets “dripped” with a twice-monthly post in the blog that is shared to all social sites. (Time 5 mins) Price Reductions, Just Sold, Open House (Time 5 mins) Tweet Open House at Start and Finish (Time: <5 mins)
Video Tempting to skip… don’t $5 and 5 minutes to do a slideshow video Animoto: www.animoto.com Onvedeo: www.onvedeo.com Post on your YouTube channel Do not remove
Now You’re Special Social Media listing presentation should include: Blog site All social networks YouTube Channel Website Listing pages for a sample listing (what I can do for you!)
Michael HetzerPresident/FounderLockbox Socialmichaelh@webhenmedia.comwww.lockboxsocial.com