social media, technology, & advertising rules...tutorials and layman knowledge of social media...

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Social Media, Technology, & Advertising Rules

REMI School of Real Estate

3 Hour Elective Course

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Introduction of REMI School

� Accredited Real Estate School� Kailua, Hawaii

� Offers Courses in Hawaii, Florida, Georgia, Idaho, Oklahoma, Nevada, Missouri, Pennsylvania, and soon in Arizona and Virginia

� The Instructor

� ARELLO and IDECC Certification

� Administration, Technology, Support

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Learning Objectives

By the end of course you will be able to:� Technology is made easier with this introduction to it

� Recognize how technology has impacted real estate profession and consumer.

� Comply with advertising rules when using social media (and other online medias)� Hawaii Administrative Rules (HAR) §16-99-11

� Understand the use and applicability of social media in real estate.

� Understand duties and risks that accompany social media and technology.

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Social Media

� Social media can be defined as a:

� “group of internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user-generated content”

(Kaplan & Haenlein, Wikipedia)

� Examples include: Twitter, Facebook, YouTube

� Social media represents a flexible integration of advertising, marketing, & networking technology.

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Social Media - Accessibility

Social media is readily accessible. � Users access social media sites through their laptops, office computers, home computers, iPads, smart phones and any other internet-enabled device.

� Social media is affordable and easy to learn.� Tutorials and layman knowledge of social media are widespread.

� Many sites are free to use (ex: Facebook, YouTube, Twitter)

� Do not hesitate to try the new media� Let me show you where the rocks are

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Social Media – Many Uses in Real Estate

� The applicability of social media to the real estate profession is immense. Social media is already enabling licensees to: � Keep in better touch with their clientele, � Respond to client queries,� Send mass queries to co-workers in response to

client inquiries,� Identify and develop a rapport with prospects,� Receive and generate referrals,� Post links to information resources, ex: how-to

videos for new homeowners, MLS listings� Collect information from clientele,� Seek out information and people resources,� Network with others in their professional circle (ex:

appraisers, contractors, co-workers).

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Social Media – The New Norm

� A social media presence has become an expectation on websites to facilitate engagement and interactions. Social media is becoming a professional norm. � Provides a means to interact professionally in a time efficient and unobtrusive manner.

� Creates an engaging experience between the licensee and the consumer.

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Social Media Can Become a Form of Advertising

� 93% of buyers used the internet in their search for a home.

� According to Realtor Magazine,

� 63% of realtors use website for promotion.

� 51% of realtors used social media in business.

� Between 2001 and 2009 the use of social media for advertising increased by 49%.

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Changes in Technology

51%35%Social media

18%6%Blog

63%60%Website

2010 Survey2009 SurveyMedia Usage

� Today, the consumer wants interactivity.

� Websites require connectivity and interactivity

� Connectivity to relevant information

� Interactivity with the consumer

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Remember to Apply Existing Rules to All Advertising

� Protect the consumer

� Require proper disclosure

� Honesty and fairness

� All media, including new social media

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Advertising Rules Do Pertain to Social Media

HAR §16-99-11 Advertisement

(a) All real estate advertising and promotional materials shall include the legal name of the brokerage firm or a trade name previously registered by the brokerage firm with the business registration division and with the commission.

* Please refer to HAR to view the rule(s) in entirety

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Case Study: Kalani’s Facebook Wall

� Kalani is a salesperson with Social Sales Realty.

� He uses social media regularly.

� His primary media forum is his website and Facebook page.

� In a recent posting Kalani wrote:

Just listed: Buy in Paradise! 4 bedroom, 2 Bath, 2,100sf for $729,000 -Enchanted Lakes

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Questions Concerning Kalani’s Post

Must the post include:� Legal name of firm or

registered trade name?

� License status (specify active or inactive)?

� Individual licensee’s name?

� Licensee designation (B, S, R or RA)?


Kalani’s post:

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How the Ad Should Read

� Kalani’s Add Should Read:


Call Kalani Sparks (RA) Social Sales Realty 226-XXXX

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Rules Involved in Kalani’s Case

� HAR §16-99-11(a) - Legal name or previously registered trade name

� HAR §16-99-11(c) - Disclose license status

� HAR §16-99-11(e) - If there is an individual licensee’s name then you must include the:

� legal name or sole proprietor’s trade name,

� associating broker, and

� licensee designation (B, S, R or RA)

* Please refer to HAR to view the full rule(s)

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Case Study: Perry’s Profile

� Perry was licensed this year and new to real estate.

� Perry is a freelance webmaster and updates his Facebook page. He lists his home address as his place of business.

� In addition, Perry lists his associating broker, legal name, license designation as RA, and license status as active.

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Questions Concerning Perry’s Profile

Perry’s Facebook profile reads:

Perry Alan Rodeen, RA (active since 2011)Sandbar Realty (Ron Carol, Owner, Principal Broker)

Freelance webmaster for hire.

Contact Perry at:Addr: 1421 Perry’s Condo Drive #431.

Any City, Any State

Ph: (XXX) 432-XXXX

Questions:� Has Perry complied with all advertising rules?� Did Perry list a registered place of business?

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Rules Involved in Perry’s Case

� HAR §16-99-11

(f) If the address of any unregistered place of business is included in advertising materials, then the street address of the principal place of business or the branch office, as the case may be, shall be included and respectively identified as such.

� This means: Perry has violated the rules. By Perry using his home address as the place of business without providing the street address of the principal place of business or branch office is a violation of the rules, he has (inappropriately) listed an unregistered place of business.

•Please refer to HAR to view the rule(s) in entirety at:

http://hawaii.gov/dcca/pvl/har/har_99-c.pdf

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Changing Media & Technology

Traditional Media� Newspaper, magazines, fact sheets, flyers, direct mail, etc.

Tech Media� Craigslist, Yahoo Homes, Google Homes, etc.

� Websites: personal, firm/brokerage, specific property, etc.

Social Media� Facebook, Twitter, YouTube, Blogs, etc.

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The Traditional Sites Pre-Social Media

� Advertising must give list of services and describe an action

� Traditional Websites are Info Oriented:� Company, personal, and property websites

� Google homes, Yahoo homes

� MLS

� Craigslist

� Realtor MLS

� Loopnet/Costar

� Newspaper

� Factsheets

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The Importance of Social Media

�Social sites are now the 3rd

most popular online destination:� Email is 1st,

� Search engines are 2nd, and

� Social media sites are 3rd.

You don’t have to create social media yourself. A lot of the work is ‘already done for you’ and you simply need to sign up for a (usually free) account.

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Sample of Social Media Sites

wordpress

roostmyspaceflickrplancast

flippinpadzolvelocalismmeetup

tungle.mehomestweetdeckrealtown

Realtor.comloopnetactiveraintumblr

foursquareningown websiteyoutube

userflytwitterFacebooklinkedin

There are MANY social sites in existence today. The above sites have been included to illustrate social media is not only popular but becoming more of fixture on the Internet and is growing each day.

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Tools and Terminology of Social Media

� Apps are programs that can provide new functionality or extend existing functionality (for mobile and desktop use)

� Your user profile displays your interests, share photos, business opportunities

� News feeds are postings on your wall to exhibit your interests (could be listings)

� Personal network can include your friends, family and/or members of your professional circle.� Use properly to inform the consumer and other licensees of real estate information.

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Defining Social Media: Facebook

� Facebook offers each user a personalized webpage that enables real-time interactions with friends (and/or public).

� Paradigm shift; a new way of thinking:� Personal, but public forum: Share what you want to,

when you want to.

� Shares not only text, but can also share photos, real estate news, videos, your specialty/niche.

� Note: Do not share anything you would want to keep private. � Be cautious of sharing information with those you

don’t know and even those you do. Once info is online, it is ‘always’ online.

� Fine line between personal and professional.

� Professional ethics, guidelines and rules still apply.

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Facebook (cont.)

� Facebook was developed for personal uses but has evolved for business use

� When Facebook is used for business as a:

� professional network tool

� marketing tool

� or for other professional solicitations

� Those professional elements are forms of advertising and all advertising rules apply

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What is the Potential of Social Media?

Facebook for example:

� 750 million members worldwide.

� 150,498,000 members in the USA.

� 727,560 users in Hawaii.

� Growth between 2009 and 2010:� 276% growth in 35-54 year old users.

� 194% growth in 55+ year old users.

� 101% growth in 25-34 users.

� 66.3% of users are over 21.

� 33.7% of users are under 21.

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The Social Paradigm

� Client “meets” you first

� Social media enables licensees to present information with a more personal feel while still:

� providing professional advice.

� showing expertise.

� sharing interests and knowledge.

� having the ability to interact with existing and potential clients.

� Note: Although “more personal” it can be considered advertising.

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Social Media for Real Estate Professionals

� Group Pages� Joining a group of similar real estate interests.

� Appoint officers / moderators for the group.

� Send invitations to interested parties.

� Organize people around the goal.

� Fan Pages� Suited to Agencies and Brands.

� Agents and Agencies can attract fans.

� Fans follow the interest defined in the profile.

� A Facebook fan page can link to a property’s website.

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Maintain Level of Integrity Throughout All Materials Made Public

� Work Experience

� Position, Market Niche

� Summaries

� Education

� Activities, Societies

� CRS, CCIM, CPM, BOMA

� Contact Information� Facebook, Twitter, Website, Email, Phone

� About You

� Interests, Activities, Real Estate Niche, Specialty

� Optional: Personal: movies, music, hobbies, books.

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Maintain Communications

� Use a dedicated email address for business and official correspondence� Listings

� Escrow

� Networking

� Notifications

� Correspondence

� Negotiations

� Facebook 2-3 per week; Twitter 2-3/day

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Do you want to engage new clients?

Let’s Examine the rules of Facebook

1. Facebook owns the content

2. Max 5,000 friends

3. Do a good job on your profile

4. Don’t spam

5. Join groups as % of # of friends

6. Use your real name

7. Truth is good

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Facebook: Engaging Clients (Cont)

8. Don’t dis

9. 4 personal : 1 professional

10. 20 minutes per day

11. Engage using questions

12. We have to pay for ads

13. Reply/post in return

14. Use a business page

15. Start on then go off

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Facebook Tutorial

� Add Friends with forethought

� Add apps carefully

� Limit RSS and Newsfeeds� Leave newsfeeds for twitter

� Publish your haves and wants

� Group and Fan Pages

� Fan Pages are our business profile

� Facebook is word of mouth giant

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People Do Business with People They Like or Respect

� Marketing and Selling Differ

� Show who you are

� Create and promote your page

� Pay for Facebook ads

� Update several times per week

� Community involvement

� Some ways agents use Facebook

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Let’s Talk Facebook Safety

� Apply specific privacy settings

� Remove yourself from searches

� Search visibility settings & Google

� Protect your photos

� Watch for newsfeed stories

� Controlling contact information

� Keep your friendships private

� Summary

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Collaborative Document Tools

� Office365

� Zipform

� Google Docs

� Google Calendar

� Embed into site

� Invite clients

� Create schedules for inspections, escrow, etc.

� Google wave

� Share and collaborate

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Providing Information to the Consumer

� Websites

� Social Media

� Blogs, Podcasts

� Shared duties, contributions

� Broker

� Agent

� Escrow

� Inspector

� Additional plug-ins and widgets can be used to display extra information.

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Content Management TechnologyFor example: Zipforms, box.net, dropbox, or googledocs

Contact InformationContact Information

Relocation InformationProduct Warranties

TemplatesVendor and RepairsVendor and Repairs

List of VendorsUtility Transfer On/OffUtility Transfer On/Off

Custom DesignsMoving ChecklistMoving Checklist

Signs and RidersFlood LetterInspection Information

Press ReleasesFair Housing WordsLock Box ApprovalsTitle and Escrow Info

Emergency ContactsArt and GraphicsData Entry LogsSeller’s New Address

Agency LogosPower Point SlidesProfile SheetHomeowner Warranty

Agency RosterProfile SheetsCondo Docs, if applicableSales Contract

Training ManualPhotosHomeowner WarrantyLoan Information

Advertising RulesWebsitesListing PresentationBuyer Agency Agreement

Standard FormsSocial Media SitesListing ContractBuyer Presentation

Policy ManualPasswordsAgency DisclosureAgency Disclosure

AgencyAdvertisingSellersBuyers

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Consumer Content

� Policies� Agency� Disclosure� Laws

� Industry and market news� Upcoming Community Events� New listings and sales� Market statistics� Escrow practices� Standard forms� Relocation news� Important dates

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Providing the Consumer Benefit of Social Media

PromotePublishRecord

EmailsDocsFollow Ups

FacebookYoutubeVideos

WebsiteTwitterMarket News

BlogsBlogsOpen Houses

Smart PhoneFlickrImages

RSSDel.icio.usListings

DistributionAssemblyContent

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Twitter is a MicroBlog Site

� Distributes short bursts of information, up to 140 characters.

� Recipient decides who to follow, source of messages.

� Licensee and industry use may be:� Create network of followers.

� Messages used to distribute information instantly to followers (i.e., showings).

� Update market news on another channel.

� Compatible with smart phones and desktops.

� Not suited to listings or contracts.

� Advertisement rules apply to Twitter

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Differences in Media

� Traditional media types are fewer in number, slower to emerge, easy to monitor.

� Tech media are larger in number, have potentially greater range, faster to emerge into public; not as easy to monitor.

� Social media immediate reach to network and Internet, difficult to monitor.

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Create Guidelines & Personal Policy

� Licensees should identify when postings become advertisements.

� Create a list of social sites where advertising may take place and should not take place.

� Understand that the associating broker is responsible for advertisements and should be informed of advertising plan.

Note: Brokers may wish to update firm/brokerage policy manuals to reduce potential advertising violations dealing with new media

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Reduce Risk and Liabilities

� An objective to protect the consumer.

� Identify common areas of concern.

� Identify practices to reduce risk.

� Introduce, discuss, and explain:� Policies (policy manual),

� Code of Ethics,

� Publish advertising rules,

� Fair housing,

� Disclaimers/disclosures, and

� Etc.

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Social Media and Advertising Rules –The Specifics

� Display legal name of the brokerage firm or a trade name registered by the brokerage firm

� If site includes your individual name, then must include:

1. Licensee's legal name, name as licensed by the REC or sole proprietor's trade name as licensed by REC

2. Licensee’s associating broker

3. Specify licensee designation as B, S, R, or RA

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Abide By All Advertising Rules

Taken from HAR §16-99-11 Advertisement:

� §16-99-11(a)(1) Abbreviate "Incorporated," "Corporation," "Limited," "General Partnership," "Limited Partnership," "Limited Liability Company,“or "Limited Liability Partnership" from the licensed name

� §16-99-11(a)(2) Use "dba" in conjunction with the licensed name and a trade name


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Abide By All Advertising Rules (cont.)

Taken from HAR §16-99-11 Advertisement

� §16-99-11(b) No licensee shall advertise "For Sale by Owner," "For Rent by Owner," "For Lease by Owner," or "For Exchange by Owner.”

� §16-99-11(c) Current individual real estate licensees, whether active or inactive, shall disclose the licensee's status as a real estate licensee in all advertising and promotional material.

� §16-99-11(d) A leasehold property advertised for sale in any medium shall be identified by the word "leasehold."


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** Violations of Advertising Rules Will Jeopardize Your License **

� Hawaii Revised Statutes Chapter 467 (HRS) and HAR Title 16 Chapter 99 layout licensees consequences that may result in the case of violations of statutes and/or rules

� HRS §467-14 Revocation, suspension, and fine. In addition to any other actions authorized by law, the commission may revoke any license issued under this chapter, suspend the right of the licensee to use the license, fine any person holding a license, registration, or certificate issued under this chapter, or terminate any registration or certificate issued under this chapter, for any cause authorized by law, including but not limited to the following:� HRS §467-14 (3) Pursuing a continued and flagrant

course of misrepresentation, or making of false promises through advertising or otherwise;

* Please refer to HRS and HAR to view the rule(s) in entirety

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Applicable Rules of Conduct

� HAR §16-99-3 Conduct. (a) To fully protect the general public in its real estate transactions, every licensee shall conduct business, including the licensee's own personal real estate transactions, in accordance with this section.

� HAR §16-99-3 (b) The licensee shall protect the public against fraud, misrepresentation, or unethical practices in the real estate field. The licensee shall endeavor to eliminate any practices in the community which could be damaging to the public or to the dignity and integrity of the real estate profession. The licensee shall assist the commission in its efforts to regulate the practices of brokers and salespersons in this State.


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Applicable Rules of Conduct (cont.)

� HAR §16-99-3(i) The brokerage firm shall not submit or advertise property without written authorization, and in any offering the price quoted shall not be other than that agreed upon with the owner as the offering price.

� HAR §16-99-3(w) Violation of any part of this chapter may be cause for revocation or suspension of license


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Embracing the Future of Social Media in Real Estate

� Social media is powerful and prevalent in many professions, including real estate.

� Many will manage social media on their own but some will seek the help of social media managers to:

� Schedule tweets.

� Populate Facebook wall.

� Submit regular blog entries.

� Conduct email campaigns.

� Integrator tools aid creation and management of social media. Some social media integrators are:

GowallaVocusBlackboxsocialmedia

ArktanRealtidbitsEchostream

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Summary & Conclusions

� Technologies provide new capabilities for real estate professionals.� Websites, Email, Online forms (Zipforms, formstack), search optimization (seomoz), world network, 140 characters, and video posts.

� Social media creates a fine line between personal and professional.� Be aware – Licensees must follow industry rules and statutes no matter the forum.

� Understand services, duties and obligations are required in social media and other technologies.

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Questions?

Email us at:

[email protected]

or

Call 808-230-8200

(9-5pm PST weekdays)

Please complete the course survey on the main page to assure credit for this course. Thank you.

social media, technology, & advertising rules...tutorials and layman knowledge of social media...

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