Social Media for Real Estate

Presenter: Michael HetzerPresident/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?

Technology Overload

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 ChrisPresident and CEO Better Homes and Gardens Real Estate LLCSpeaking 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

Good Example

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/Founder

Lockbox Socialmichaelh@webhenmedia.com

www.lockboxsocial.com