Realtors, learn how Facebook can connect

you with more qualified prospects and home buyers!

Tips, tricks, techniques to grow your business!

Introductions

Chip LeakasSocial Media Coordinator

@Embracehomeloan

My Background

Since 1996, eCommerce and

eMarketing Consultant with a

specialty in Social Media

Marketing since 2009

Special Thanks to Liz Sexton!

Please “tweet” and “post a status update” on

your Facebook page for “Sexton’s Ink” our

photographer today! 443.340.0175

www.sextonink.com

Facebook Audience Poll

750+m on Facebook!

150+m in the US!

Show of Hands

1.How many of you are on

Facebook?

• Personal page?

• Business page?

• Both?

2.Experience Level?

Beginner | Advanced | Expert

Show of Hands3.How many of you use or have:

• LinkedIN

• Twitter

• Blog

4.Power Users?

How many of you have the

Facebook or Twitter APP on your

SmartPhone or iPad?

Today’s Agenda

• Facebook 101: The Basics

• Marketing Objectives

• Target Marketing

• Search and Power Search

• Content – ‘hyper local’

• Conversation – engagement

• Facebook Ads

• ‘Power Tools’ for Realtors

• Realtors - Display your listings

• Facebook Marketplace – free

• LinkedIN, Twitter, Blogs

• Photos and Videos – tag!

• Facebook phonebook

• Events Marketing

Session lasts 45 minutes followed by 15 minutes for questions & answers.

What is so·cial me·di·a?

Wikipedia Definition:

“Social media is the use of web-based and mobile technologies to turn communication into

interactive dialogue.”

To become part of the conversation, you have

to actively engage your target audience with

relevant and valuable information!

Infographics: the future is mobile - iPad!

Infographics – and the iPad

The Digital Conversation on Facebook

Keywords and Phrases • “house hunting”

• “new listing”

• “open house”

• “tired or renting”

•(house, apartment, etc.)

• Suggestions – others?

• “____________________”

Personal Page vs. Business Page

• What’s the difference?

• Combine or Separate

• Convert Personal to Business?

• Privacy Settings

• Lists vs. Groups

• The INFO page on Google

• How do I get people to like my page?

• How often do I post

• Import Contacts from Outlook

• How do I get my vanity url?

• http://facebook.com

http://facebook.com/pages (create a page for business)

http://facebook.com/pages/manage (manage your pages)

https://www.facebook.com/pages/create.php?migrate (convert to biz)

http://apps.facebook.com/bd-safego/ (how safe is your page?)

http://facebook.com/username (create a “vanity url”) shortened

Facebook for business! Business Tools

• Contact Manager

• Customer Relationship Manager

• Leads and Referrals Database

• Prospecting Database

• eMail marketing manager

• Customer Service Manager

• “FREE”

• except for your time …

• and Facebook is working for you 24x7!

What are your marketing objectives?

Ask these questions

Who are you trying to

reach? (audience)

Who will create your

content? Posts? Photos?• Branding

• Awareness

• Lead Generation

• Reputation

• Customer Service

Target marketingWhat’s your niche?

Product or Service?

Demographics

(Facebook Ads)

Measurementhttp://www.facebook.com/insights

Advanced Search (see next slide) >

“Advanced” - Power Search Tools!

http://www.facebook.com/srch.php

http://apps.facebook.com/advancedsearch

http://www.facebook.com/find-friends/browser/

- Find people – focus on the “evangelists” for

your company or business!

- Find businesses

- Find events and RSVP

- Find and join groups

“Advanced” - Power Search Tools!

What do I talk about on Facebook?

Show that real estate is a part of you.

- Find similarities by sharing your passions.

- Direct sales pitches do not work!

- Conversation…- Influence “intent to buy”- Comment, like, share,

more often, rankings!- Testimonials – rating, reviews,

recommendations- Success Stories, pics- Customer Service

• Questions, surveys, polls

• Post links and comments

• Photos and “tag”! “@”

• SmartPhone Videos

• Blog ideas *see handout

Get More “Likes” on Facebook

• Photos receive the most “Likes” on Facebook.

• Photos get 50% more impressions than any other post type.

• Quotations are the next popular, gaining 22% more interactions than all post types on average.

• Get More “Comments” on Facebook• Asking questions on Facebook generations 2 times

as many comments as all post types on average.

• Get More “Shares” on Facebook• Links are 87% more likely to be shared than any

other post type on Facebook.

Facebook Content and Connecting

• Get “hyper local”!What do I post?

• The Conversation• How often do I post?

• Tagging “@” symbol

What’s going on around

your town?

Events? RSVP!

Location• http://www.facebook.com/about/location

Schedule ContentContent Calendar

Resources• Hootsuite• Facebook Places• Google Local• Foursquare ‘check-ins’

Others tools include:SocialMadeSimple,

TweetDeck, Gist, Posterous,

Ping.fm, TweetGrid,

BatchBook, Gigya, and Roost.

Lists and Groups “the differences”

New: New Smart Lists on Facebook

Smart lists – You’ll see smart lists that create themselves and stay up-to-date based on profile info your friends have in common with you–like your work, school, family and city. Close friends and acquaintances lists – You can see your best friends’ photos and posts in one place, and see less from people you’re not as close to. Better suggestions – You can add the right friends to your lists without a lot of effort.

When you share a post to a list,

that post is only visible to

people on that list. If your

friends are not on that list, they

will not see that post.

Privacy Settings now easier to use

Here’s a list of the major improvements.•The privacy settings are moving toward individual post windows and profiles. •Users are gaining the ability to approve tags of themselves in others’ posts and photos. •All tags will include an attribution of the person who did the tagging. •Places no longer require physical check-ins, so people can add locations to posts, even from the desktop. •You don’t need to be friends with someone to tag them in a post or photo. •You don’t have to like a brand to tag it in a post or photo. •Facebook has changed the word “everyone”to “public” in privacy settings, for clarity. •You can customize privacy, or visibility of information, on a post-by-post basis. •Users can edit the visibility of individual bits of content anytime after they post.

Privacy Settings

Tag Friends and/or Pages

Example of Listing “post” with links to by a Realtor with an open house (PLUS)

a lender. Notice you can “comment” , “like” and “share” this post

Realtors and Lenders can “reciprocate” for all of their friends to see!

Tag Friends and/or Pages

Tag Friends and/or Pages

Tag Friends and/or Pages

Tag Friends and/or Pages

Note: When you “tag” a business page from your personal profile, it no longer

appears on the wall of the business page. However, when you tag a page from

another page, it will still appear.

For example, if I write a post and “tag” Embrace Home Loans from my

personal profile, it won’t appear on the Embrace Home Loans business page

BUT if I tag “Embrace Home Loans ” from the Embrace Home Loans

Wilmington Delaware Branch, it will appear.

New: Introducing the Subscribe Button

Now you can hear from people you're interested in, even if you're not friends.

•Facebook’s new subscribe button allows users to subscribe to public posts

from non-friends and business profiles. Additionally users can control the

amount of information they receive from their subscriptions.

•Users can also subscribe to their friends updates. They can also filter how much information they receive from their friends – All Updates, Most Updates, or Only Important Updates.

NEW: Facebook Usernames Available to All Pages

https://www.facebook.com/username/

•In the past, only pages with 25 Likes could set up their custom username.

•Facebook now allows every page (even those with less than 25 likes) to

set up a username.

New: Adding Links and/or Videos

Facebook Photos and Videos

This is “Facebook” FOLKS!

We need more “faces”!

- Create Albums

- TAG PEOPLE

- Detailed descriptions

- Share, comment, like

- Share album url

- Privacy settings!

• SmartPhone Apps

• Facebook App for iPhone

• Upload photo, description

• Photosynth (panorama)

• UScapeIt (interior panorama)

http://www.facebook.com/albums/create.php?id=115622371812777

Facebook Events Marketing

- Open House

- Habitat for Humanity

- Board of Realtors meeting

- Chamber of Commerce

- Homebuilders’ Association

- BNI

- Fundraisers

- Sporting Events

http://www.facebook.com/events/create.php

Facebook phonebook

http://www.facebook.com/frien

ds/edit/?sk=phonebook

Print your phonebook and start calling people!

If people are not responding to wall posts, direct messages, page update, comments, etc., pick up the phone and ask them for a status update!

Facebook Ads

Facebook accounts for nearly one out of every three online display advertisements in the

U.S.! …(contextual)

Powerful demographics

•Set ‘lifetime budget’!

•Test creative graphics • and copy (message)

•Landing pages: • Facebook vs. External

•Contests

•Causes

http://www.facebook.com/ads/create/

Linking other Sites to Facebook

• LinkedIN http://www.facebook.com/apps/application.php?id=6394109615&sk=wall&filter=1

• Twitterhttp://www.facebook.com/apps/application.php?id=192551184113256&sk=wall&filter

• Blog

http://www.facebook.com/networkedblogs

• YouTubehttp://www.facebook.com/YouTubeApp?sk=wall&filter=1

• Flickr http://www.facebook.com/flickrtab

Facebook Marketplace:

Free Real Estate Listings!

http://apps.facebook.com/marketplace/

Go Pro!

Upgrade on Facebook and

use oodle!

Stik.com

http://www.socialstage.com/real-estate

Your visitors will be able to:

•View your current listings

•Share listings with their networks

•Contact you through our online form

•Follow your Blog / Twitter feed (if you have one)

Realtor.com Local Real Estate App

http://support.realtor.com/training/facebook

Once you have a Facebook Businesspage, one of the first things you will want to do is install one of the available REALTOR.com® Facebook Apps.

At the minimum, you'll want to install the See My Listings App, which will post your REALTOR.com® listings on your Facebook Page.

If you also subscribe to Market Snapshot, you will instead want to install the Local Real Estate App, which displays your listings and provides a form for your visitors to sign up for your Snapshot.

facebook.com/realestatemarketer

Realtor Marketer -http://www.facebook.com/realestatemarketer

REALTOR® Marketer is the official Facebook page made available by REALTOR.com® for REALTORS® to network, get news, technology and site updates, marketing tips, free downloads and more.

Roost.com

http://www.facebook.com/apps/directory.php

propertyminder.com

Social Networking & It’s Relation to Marketing

• Continue marketing in avenues

that work for you

• Social Media is not a

replacement but another

resource!

• Make Social Networking part of

your strategy

• Choose where to be in relation to what works for you now!

Timing Recommendations

Twitter – at least once/day –preferably 2 times/day

• Different times different audience

• Once posted – disappears into feed

• Respond to mentions and Direct Messages

Facebook – Once/day• Post updates on wall

• Upcoming events

• Respond to comments

LinkedIn – once/day• Review updates and comment

• Update status if available

So What Do I Do Now?

• Nike; “Just do it!”

• Become Part of the Conversation

• Engage your Followers, Fans, Connections and Readers

• Build Relationships

• Build Your Business

>>>Have Fun!>>>

• Learn how to use it right from the start!

Questions?

William W. “Chip” LeakasSocial Media Coordinator / NMLS# 60478

http://www.embracehomeloans.com

http://www.facebook.com/EmbraceHomeLoans

http://www.twitter.com/EmbraceHomeLoan

http://www.linkedin.com/EmbraceHomeLoans

Embrace Home Loans25 Enterprise Center, Newport, RI 02842

Email: williaml@embracehomeloans.com

Tel: 401-846-3100 ext. 3305

Fax: 401-851-5621

Toll Free: 800-333-3004