Download - WRAR Social media for broker owners
SOCIAL M
EDIA A
ND
BROKERAGE RIS
K
JODY OBRIENThe Re/Education Company
COMMITTED TO PROFESSIONALISM IN REAL ESTATE THROUGH EDUCATION
AGENDAWHAT is social media
WHICH sites your agents use in social media
HOW you should best use social media for the brokerage
What are the laws, regulations and Code of Ethics that apply to the use of social media
What is your social media policy
INTR
ODUCTION
SOCIAL MEDIAMedia –internet and mobile based - for social
interaction
User generated communication, content and media
Technology which turns communication into interactive dialogue
A common thread running through all definitions of social media is a blending of technology and social interaction for the co-creation of value.
Wikipedia.com
SOCIAL MEDIA
Today’s • Cocktail party• Chamber of Commerce Meeting• Broker Open House• Quick Hellos
All on-line
SOCIAL MEDIA MARKETING
Building your social network and listening to your fans, followers, and connections
Sending relevant and interesting content that allows interaction, sharing, and builds familiarity
Reaching and engaging friends of friends of friends and ultimately…
Driving more business!
RELATIONSHIPS
Building your Business:
• Loyal and satisfied Clients• Superior Customer Service• Knowledge and Expertise
• Listen to the consumer• Share your real estate expertise• Drive engagement (action)• Encourage repeat business and referrals• Get online testimonials• Reach new customers, clients • Increase online social authority
RELATIONSHIPS
SOCIAL M
EDIA T
OOLS
SOCIAL MEDIA TOOLS
• Social Networks• Content Sharing• Rating and Review Sites• Location Based Services• Social Bookmarking
SOCIAL MEDIA TOOLS
Site Selection:• The site clients are using• The sites vendors are using• The sites competitors are
using
SOCIAL NETWORKS
Like
Open to public
Sell
Call to Action
Public
Friend
Invitation or Acceptance
No Selling
Create Engagement
Public
BUSINESS PAGE VS PERSONAL PROFILE
SOCIAL NETWORKS
Manage your professional contacts and relationships
Find individuals you know in a professional capacity
Ask for recommendations and introductions
Join networks or groups by interest, industry, geography, or work history
Participate in discussions
Invite people to action – property search registration, blog, newsletter etc.
SOCIAL NETWORKS
Engagement Through Sharing• Share links to interesting content &
ask for feedback• Send Direct Messages (DMs)• Retweet content from people you are
following• Monitor conversations and mentions• Public site - prospect with respect
RATING AND REVIEW SITES
How would you find a restaurant in a city you had never been before?
LOCATION BASED SERVICES
www.foursquare.com/business
MARKETING W
ITH S
OCIAL
NETWORKS
PRESENCE WITH A PURPOSE
Make your social presence a reflection of your business/organization.
Don’t blur personal and professional use.
Be transparent.
New users should immediately identify what you do.
Be the Expert
Deliberately choose your expertise and areas of engagement.
Put the social in the social media.
Be broad and informal…and have fun!
Complete your business profile
• Description
• Contact information
• Website URL
• Call to Action
Brand your presence
• Logo
• Other photos
• Background
BUILDING YOUR SOCIAL NETWORKUse a variety of ways to expand your
network:
Send an invitation to your email list
Add interactive social icons to your• Website• Email Campaigns (in a sidebar, in the footer)• Outgoing Email Signature• Business Card• Printed Collateral: mailers, flyers, invoices, etc.
Put a QR Code in your storefront window
Add a message to your voicemail
SOCIAL M
EDIA D
O’S &
DON’TS
LAWS, REGULATIONS AND CODE254 CMR 3.00: Professional Standards of Practice
9(a) Broker Identification. No broker may advertise real property to purchase, sell, rent, mortgage or exchange through classified advertisement or otherwise unless he/she affirmatively discloses that he/she is a real estate broker. No broker shall insert advertisements in any advertising publication or other means where only a post office box number, telephone, facsimile, electronic mail number or street address appears. All advertisements shall include the name of the real estate broker.
254:CMR 3:00:9 (b) Salespersons Prohibited From Advertising. Salespeople are prohibited from advertising the purchase, sale, rental or exchange of any real property under their own name.
LAWS, REGULATIONS AND CODE
REALTOR® Code of Ethics
Article 12
REALTORS® shall be honest and truthful in their real estate communications and shall present a true picture in their advertising, marketing, and other representations. REALTORS® shall ensure that their status as real estate professionals is readily apparent in their advertising, marketing, and other representations, and that the recipients of all real estate communications are, or have been, notified that those communications are from a real estate professional. (Amended 1/08)
SOP 12-5Electronic identification including tweets
SOP 12-8Accurate websites
SOP 12-9State licensing
SOP 12-10Accurate URLs
SOP 12-11Privacy Policy
BLOGGING
Article 15License LawWho are you talking to?RiskInformation
MANAGING S
OCIAL M
EDIA
MONITORING SOCIAL MEDIA
1.Your Brand. Think about all its possible spellings/configurations.
2.Your competitors. Spot successful tactics being used by others in your industry (and the not-so-successful
3.Categories, topics, and keywords of your business. For example: real estate, commercial, buildings, leases, High Rise
4.The experts and influencers in your business.
Popular time management and monitoring tools include:
Google Alerts
HootSuite
TweetDeck
SOCIAL MEDIA POLICY
Realtor.org social media policy
Marcieroggow.com
Jody O’Brien
The Re/Education CompanyCommitted to Professionalism in Real Estate
through Education
Blog
www.reeducator.wordpress.com
Social Media
www.twitter.com/reeducator
www.youtube.com/msreeducator
www.facebook.com/reeducator
www.linkedin.com/in/reeductor
THANK YOU FOR ATTENDING