Facebook for Real Estate

Facebook for real
estate
- 541,261 reasons to be on it, (…and
counting)!

- REIWA Learning, Mon 19th Oct 2009

Charlie Gunningham

Your name please!

Charlie

Facebook for real estate 2

OBJECTIVES

3 things you want to get out of
today?


CAR PARK

things that may have to be handled
later


INTROs

- Me
- Flavour
- Demos
- Order
- Objectives

AGENDA v1.0 9am-1pm:

_ What is FB?
_ Building your FB profile & contacts
_ FB Business Pages – how to use
_ FB Ads – the most targetted adv‟g possible
_ FB policy – how to control it in your office
_ Other social media, and conclusion


AGENDA v2.0 9am-1pm:

_ Connect with clients/prospects
_ Lower your ad costs
_ Drive customer loyalty
_ Brand yourself as tech savvy More
Listings
_ Motivate + empower staff More
Sales
_ Have some fun along the way
_ Educate marketplace
_ Listen + learn

5 RULES
_ Suspend your disbelief!
_ Think how this can be applied
_ Try it out for real
_ Let me know how you get on
_ Don‟t give up (most do)


Ad Spend in Australia - 09/10
1. Takeaway Food …..….$3343m
2. Real Estate Agents ……...$1563m
3. Auto Industry ……….$997m
4. Banks ……….$966m
5. Supermarkets ……….$774m

Source: IBIS World Research, July 2009


INTERNET USE – Globally/Australia
_ Created 1990, Web Sites 1994, Search 1998

_ Total World Pop (09) 6.7bn, Internet Users 1.7bn (25%)
_ Aus: Pop 21mn, Net 17mn (81%)
(user growth 156% since 2000)


SOCIAL MEDIA in Aus (Jun09)
_ Facebook: 6mn visitors (+95% p.a.)
_ MySpace: 3.5mn (only +5%)
_ Twitter: 800,000 (up from 13,000)

_ 70%+ net users visited social netwks (+29%)
_ Twitter the fastest growing


Facebook Stats
_ 540,000+ in Perth are on Facebook
_ more over aged 40 (150k) than under 20
(143k)

It‟s not a question of WHETHER, it‟s a
question of HOW you are there

(very similar to “The Internet” in 1999?)

1960-2000

Golden Age
of Advertising


Fragmentation
of all media


Demise
of
trad
media


Warren Buffett (May 2009)

“ I would not buy a newspaper
stock at any price … their business
model is over”


If this is all true,
then how do we
use the new
media?

… and what IS IT
anyway?

Let John Heileman
explain…

‘Download’
_ Discovery Science
_ doco 2008


Chad
Hurley, Cofounder, Youtube.com


Mark
Zuckerberg, Founder, Facebook


Biz Stone, Founder, Twitter.com


Advantages SOCIAL MEDIA

- Cheap! and fast/instant
- Reach / Accessible
- Can be updated/improved
- Democratic (power to the little guy)
- It involves your clients (directly)

SOCIAL MEDIA – defined

Social media is information content created by people using
highly accessible and scalable publishing technologies. At its
most basic sense, social media is a shift in how people
discover, read and share news, information and content.
http://en.wikipedia.org/wiki/Social_media

incl blogs, youtube, facebook, twitter, flickr, slideshare, …


Power that is SOCIAL MEDIA

- free
- powerful
- scares big media silly
- elected a President?
- not being used by your competitors
(yet)

“Markets are conversations”
conversations among humans sound human

natural, uncontrived, honest
public switch quickly

tell us something!
(then we might speak to you)

business is only part of our lives, it’s all of yours
The Cluetrain Manifesto: The End of Business as Usual
by Christopher Locke, Rick Levine, Doc Searls, David Weinberger
Pub 1999 : read it for free at www.cluetrain.com


OK – back to the
workbook


_ What‟s the social graph?
_ How does FB make money?
_ How many ppl are on FB in Perth?
_ What‟s the breakdown?
_ How can we check this?
_ Why go on FB?
_ The Good, the Bad and the ugly…


_ What are your
concerns about FB?

Many are to do with
privacy & time wasting
Do you know how to
change privacy
settings?

_ The Case of “Amba Friend” (BBC)

http://www.abc.net.au/news/stories/2007/10/24/2068766.htm

Do you know how to change privacy settings?

Time Wasting – have a policy (see later)


_ Your social media pages (FB, twitter…)
can be found on Google
_ this has an advantage,
_ but don‟t think it‟s private (unless you set it
so)


http://www.facebook.com/gunningham


EFFECTS

_ How many of you have been on FB past
wk?
_ How many of your friends?
_ is it replacing email?
_ How many new friends?
_ is it more than connecting with friends?
_ are more and more making comments,
tagging, interacting on your page now?

GETTING STARTED

_ Set up a personal profile
(…what you put on it is up to
you)
_ Can also directly set up a business profile
(but without personal profile, it’s less
effective)

* DEMO

_ Do you (are you going to) mix business
with pleasure?
_ keep your profile to friends only, or be the
real estate agent you are (your friends know
this)


FRIENDING Policy

_ Do you friend everyone?
(… and let then friend you?)
_ WIIFT?
_ Avoid the cringeworthy
_ Go on and have a conversation, feel your
way
_ see how others do it, it‟s got to feel right to
you

FB Groups vs FB Business Pages

_ Groups are like „clubs‟
_ invite „members‟
_ post info, events, photos, video…
_ members then see changes everytime
they are logged in (or are contacted)

BUT – Business Pages are better…

FB Business Pages

_ Very much like a personal profile
_ Everything available, very powerful
_ it‟s like having your own company web site
within the FB community
_ BUT – whoever sets it up CANNOT be
deleted!

*DEMO

http://www.facebook.com/...unique URL


FB Business Pages

_ What could you put on your page?
_ and why?

(Imagine the REAL ESTATE applications here)

and the opportunities to connect, have a
conversation, educate, brand yourself, positive
PR, .. But there‟s also opportunity to look
foolish, and bug/spam people.


FB Business Pages – ADDING FANS

_ make it interesting, fresh
_ suggest fans
_ link to it from emails, your web site
_ use FB ads
_ add a fanbox
_ twitter, blog about your FB page
_ interact on others, and make them favourites
_ spread the word


FACEBOOK Fan Box

Have your FB
Business page
Update your site
+ advertise FB page


FREE FACEBOOK Business Page e-Book

by Peter Fletcher

TheRealEstateMarketingMaven.com

FB Business Pages – Examples


Pay per Click Ads

PAY PER CLICK (Facebook ads)

_ FREE for people to VIEW the ad
_ You ONLY PAY of they CLICK on the ad
(and then you get a visitor to your web site)
_ cost 12c per 1000 views (CPM = $0.12)
_ target to age ranges, geography
_ turn them on and off when you like
_ set a budget per click, and total daily spend (from as
little as $1/day)
_ can see results (graphs/tables)

Google Adwords vs Facebook Ads

* DEMO

FB ads better?

- includes IMAGES
- only 3 per page
- can target ages and where people live


Few relevant terms

_ CPM =
_ CPC =
_ CTR =

* DEMO


FB Ads

_ How could you use these?


Facebook

_ We‟ve seen how big it is
_ We‟ve seen the options (personal profile,
business pages and PPC ads)

NOW – you need to rationalise its use, persuade
others, and do it. You need a policy.


Facebook - POLICY

_ what are the rules going to be?

bit like your internet surfing rules, use of company
telephone, equipment, mobile…?)


OTHER Social Media

_ it all works best, if used together

_ link FB to Twitter
( www.facebook.com/twitter )


Benefits of FB

_ those listed – any others?

Applications of FB

_ those listed – any others?


FB – on mobile devices

_ iphones, blackberrys and others
come with it
_ you can download free FB apps
_ meaning you can upload pix to FB
pages, update your profile, all on the
go…


Conclusions from today

_ what are they - for you?

Take-Aways from today

_ what are you going to do about this
… as of tomorrow?

FACEBOOK for real estate

- 5 Tips
http://mashable.com/2009/04/01/optimize-facebook-
page/


THANK YOU! – please fill in FEEDBACK
FORMS

_ This afternoon – Twitter (repeated Dec 9th)
_ Oct 30th – REIWA Conference
_ Nov 9/27 - Internet Mkting (1 day) inc SEO, web sites, CRMs, enews
_ aussiehome.com „Leadership Circles‟ (free) - tba

Charlie@aussiehome.com 0411 092 669 or 9389 5833
follow us on Twitter and Facebook for more tips and ideas
and Peter Fletcher‟s excellent blog:
www.therealestatemarketingmaven.com


Facebook for Real Estate

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