Hilary Marsh and Mary Martinez talk about why and how to use social media -- social networking sites, blogs, etc. -- to build relationships and attract prospective buyers and sellers. Delivered to Realtors at the McHenry County (IL) Association of Realtors in Feb. 2009

1. Power Path Series:
Expanding Your Sphere of Influence
Expanding Your Sphere of Influence
with Social Media
Presented by Hilary Marsh and Mary Martinez ,
NATIONAL ASSOCIATION OF REALTORS®
to the McHenry County Association of REALTORS®
to the McHenry County Association of REALTORS
February 5, 2009

2. Topics
1. Social media matters
2.
2 Principles of social media
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3. Tools and expectations
4.
4 Expanding your sphere of influence
Expanding your sphere of influence
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3. Why social media matters
• It’s about presence.
Most buyers do at least some research on the Internet during
the buying process.
the buying process.
• It’s about me.
Not mass media but me media it s personal.
Not “mass media” but “me media” – it’s personal.
• It’s about the “now” factor.
Millennials expect instant communication.
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• It’s about the experience.
How will your prospects experience you?
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4. Principles of social media
“Social media” is interactive content that you can
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• share
• link
• comment
• edit
• discuss
The content is empowered
• The message is just the jumping‐off point
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• Loss of control
• The reader is your co‐owner
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5. Content = behavior
• Reputation management is becoming as important as brand
management
• Business building is indirect – direct selling is not part of the
culture
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6. Emphasizing the
“social” in social media
social in social media
Why do you go to church?
(Todd Carpenter, SPARKt 2008)
(T dd C SPARK 2008)
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7. Comm Dirs Annual 2008 -- Social Media
Feb. 5, 2009 7

8. Tools and expectations
• Social networking websites
• Blogs & microblogs
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• Shareable, embeddable video
• Virtual worlds
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9. Social networking websites
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10. Social networking websites
Facebook = originated as a
university “face” book
56 mil U.S. people monthly
55% female
Majority of users <35 yrs.
61% users >$60K income
58% college graduates or post‐grad
(Source: Quantcast.com)
(Source: Quantcast com)
Stories from the field: Teri Isner, of
Keller Williams At‐The‐Lakes /
Celebration, uses Facebook to promote
Celebration uses Facebook to promote
her farm area. Result: Isner sold a
property to a couple from the UK who
found out about her through Facebook.
(Source: FLORIDA REALTOR MAGAZINE,
Oct. 2008)
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11. Social networking websites
LinkedIn = professional network
LinkedIn professional network
30 mil U.S. people monthly
53% male
Majority of users >35 yrs.
66% users >$60K income
72% college graduates or post‐graduates
Source: Quantcast.com
Stories from the field: Maggie Morris, of
Sellstate Achievers Realty, built her sphere of
influence at LinkedIn by setting up a profile,
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downloading email addresses of people she
knows, and inviting them to her network.
Result: referral business and an increased
sphere of influence. (Source: FLORIDA REALTOR
MAGAZINE, Oct. 2008)
MAGAZINE Oct 2008)
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12. Social networking websites
Naymz = branding and
reputation management
1.5 mil U.S. people monthly
1 5 mil U S people monthly
53% male
Majority of users >35 yrs.
61% users >$60K income
68% college graduates/post‐graduates
Source: Quantcast.com
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13. Let’s stop for a moment…

14. Share your experience
Sh i
It’s about presence.
• What social networking sites are you active in?
It’s all about me.
• How are you anticipating the needs of potential customers?
• How are you personalizing your online contact with potential
customers?
It’s about the “now” factor.
• How are you managing inquiries from your social networking
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sites?
It’s about the experience.
• What makes your social networking sites unique? sticky?
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15. Blogs & microblogs
ActiveRain = real estate network
656K U.S. people monthly
50/50 male/female
Majority of users >35‐49 yrs.
61% users >$60K income
62% college graduates or post‐graduates
Twitter = microblog
2.7 mil U.S. people monthly
53% female
49% users 18‐34 yrs.
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50% >35 yrs.
Nearly half users <$60K income
63% college graduates or post‐graduates
Source: Quantcast.com
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16. Blogs & microblogs
ActiveRain and RealTown.com ‐‐
top two cited real estate blogs.
(Real Estate Marketing Survey, QuantumDigital)
Consider the elements of this blog:
C id th l t f thi bl
• “Real Estate’s Biggest Loser
Challenge”
• “Ask the Broker” feature
•E Expert/speaker
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• Ratings…get ready, they’re here!
Stories from the field: Connie Olson, of
Stories from the field: Connie Olson of
Realty World Executive Group, uses
Jay Thompson ActiveRain to network, promote
The Phoenix Real Estate Guy herself, learn from others. Result: several
listings. (Source: FLORIDA REALTOR
Inman’s Most Influential Bloggers of 2008
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MAGAZINE, Oct. 2008)
G O 2008)
http://www.phoenixrealestateguy.com/
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17. Blogs & microblogs
The smallest detail about you and
your Internet presence could make –
or break – the relationship…and
you’ll likely never even know it.
Consider the elements of this blog:
• “Miamism” branding
• Up‐to‐date entries
• Images
• Multilingual
• Use of multimedia
• Top navigation, side navigation
• Community information
Rick Garcia & Ines Hegedus Garcia
• RSS, syndication
“Miamism”
• “Go to” place for Mojitos!
http://www.miamism.com/
http://www miamism com/
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18. Blogs & microblogs
Blogging gives the prospective
customers an idea of who you
are...before they meet you in
bf h i
person
Consider the elements of this blog:
C id h l f hi bl
• “Help Fluffy” feature
• Foreclosure resources
Foreclosure resources
• Use of categories
Teresa Boardman • Everything St. Paul
St. Paul, MN • Use of images
http://www.stpaulrealestateblog.com/
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19. Blogs & microblogs
Consider the elements of this
microblog:
• Branded
• Current
• Teresa Boardman’s Favorites
• Teresa Boardman Follows
Stories from the field: Jeff Bernheisel, of
Real Estate Marketing World, tells a story
of his search for REALTORS® in
Vancouver, WA. Two he knew took over
Teresa Boardman 24 hours to respond by email. One he
had been following via Twitter
St. Paul, MN
responded in an hour.
http://twitter.com/TBoard
p // /
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20. Let’s stop for a moment…

21. Share your experience
Share your experience
It’s about presence.
•A Are you blogging? Twittering? Where?
bl i ? T itt i ? Wh ?
It’s all about me.
• How are you anticipating the needs of potential customers at your blog?
• How are you personalizing your online contact with potential customers?
It’s about the “now” factor.
• How are you managing inquiries from your blog?
How are you managing inquiries from your blog?
It’s about the experience.
• When a potential customer leaves your blog, consider what emotions they’re
leaving with … are they intrigued enough to return for more? Will they
leaving with are they intrigued enough to return for more? Will they
remember you?
• What emotions, mood, feelings does your blog evoke?
• Wh t
What makes your blog unique? sticky?
k bl i ? ti k ?
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22. Video
YouTube = real estate network
72 mil U.S. people monthly
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50/50 male/female
Majority of users <35 yrs.
46% users <$60K income
54% users >$60K income
47% no college
47% no college
53% college graduates or post‐graduates
Source: Quantcast.com
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23. Video
Consider the elements of this YouTube
channel:
•U Use of video, multiple images,
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sound
• Use of color
Stories from the field: Fort Myers REALTOR®
Kathy Cardet was contacted by buyers from
Canada, who found her on YouTube. Result:
Cd hf dh Y T b R lt
They purchased property through her, sight
Kathy Cardet
unseen. (Source: The News‐Press / Fort
Century 21 Birchwood International Myers)
http://www.youtube.com/user/KathyCardet
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24. Let’s stop for a moment…
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25. Share your experience
Share your experience
It’s about presence.
•A Are you already using YouTube?
ld i Y Tb?
It’s all about me.
• How are you anticipating the needs of potential customers at YouTube?
• How are you personalizing your online contact with potential customers?
It’s about the “now” factor.
• How are you managing inquiries from YouTube?
How are you managing inquiries from YouTube?
It’s about the experience.
• When a potential customer leaves your channel at YouTube, consider what
emotions they re leaving with … are they intrigued enough to return for more?
emotions they’re leaving with are they intrigued enough to return for more?
Will they remember you?
• What emotions, mood, feelings do your videos evoke?
• Wh t
What makes your YouTube channel unique? sticky?
k Y Tb h li ? ti k ?
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26. Virtual worlds
Second Life = virtual world
Second Life = virtual world
412K mil U.S. people monthly
52 %female
Majority of users <35 yrs.
57% users <$60K income
48% no college
51% college graduates or post‐graduates
Source: Quantcast.com
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27. Virtual worlds
Considerations for a Second Life
presence:
• Real life marketing rules don’t translate
in SL
• Difficult to determine ROI
• Time intensive
Time intensive
• But…growing presence among colleges
and universities
New Jersey Association of REALTORS®
Second Life headquarters
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28. REALTOR® Welcome Center
Consider the elements of the REALTOR®
Welcome Center:
• SL culture does not mirror RL
• Evolving
• Experimental
• Creative expression
• Use as a space for meetings, forums,
training
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29. One more social network
IRL
In real life
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30. One more social network
Real‐life equivalents
•Twitter = cocktail party
•Facebook = the entire town square
•LinkedIn = business networking event
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31. Build relationships online to build
your sphere of influence
h f i fl
Writing draws search traffic
Choose topics that people are searching for
Community information — NOT only listings — draws potential movers
•restaurant reviews
resta rant re ie s
•pediatrician recommendations
•photos
•contractor lists
The information you give out freely anyway to prospects
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32. Expectations and guidelines
•Make sure your online activities mirror, compliment, and expand your offline
activities
•Use each one in concert with the other
•Do what’s doable and feels right for you
•Choose a few channels and participate — post, link, share, explore
•Write invisibly until you find your voice — create a schedule, think of
themes, keep posts to a manageable length
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33. Expectations and guidelines
In social media, you need to give to get
•Give words, get SEO
•Give information, get links
•Give tips, get noticed
•Give praise, get recognition and free publicity
Gi i ii df bli i
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34. Ten ways to expand your SOI today
1. Select 3 social networking sites and
g 6. Promote personal attributes and
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establish profiles for each. (Hint: Most style that would help connect you
commonly used networking sites among with potential customers, e.g.,
real estate professionals are Facebook, volunteer/community efforts,
LinkedIn and Twitter.)
LinkedIn and Twitter ) interests, hobbies.
interests hobbies
2. Take advantage of one special app or 7. Watch and respond to inquiries from
feature, e.g., Amazon.com reading list. your networking sites.
3. Identify one niche or area of
3 Identify one niche or area of 8. Add new content daily for one
8 Add new content daily for one
expertise, and develop that area of week and see what happens.
interest. 9. ________________________
4. Offer potential customers a “take‐ 10. ________________________
away.” What’s in it for them???
5. Get personal. What’s happening in
your contacts’ lives? Reach out!
What’s happening in YOUR life? Share.
Wh t’ h i i YOUR lif ? Sh
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35. Need more information?
Need more information?
Visit the Library at REALTOR.org
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36. More resources at REALTOR.org
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37. And now a cameo appearance…
…from Jim Haisler via
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Facebook
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38. Questions?
Hilary Marsh
hmarsh@realtor.org
h h l
312/329‐8341
Mary Martinez
mmartine@realtor.org
312/329‐8832
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