1. Real Estate 2011
Social
Media
Guide
How is Social Media relevant to recommendations and their own research. By building
connections through social media networks, WOM can be
Real Estate? heard or read by thousands upon thousands while leading
to new clients.
The Internet revolution has literally brought seemingly
endless amounts of knowledge right to the fingertips of Facebook
consumers. This includes those consumers shopping for real Facebook can be used to manage either a personal account
estate. for a specific real estate agent or it can be used as a
professional platform for a real estate firm. Facebook
Buyers and sellers can use the internet to look at listings is useful because it allows for video and photos to be
and learn more about areas anywhere in the world. Gone uploaded and provides a stage for dialogue on each video
are the days where one had to get in the car, use a map, or photo individually. Real estate professionals can quickly
and drive to see a place they might like. Now they can look start a conversation and receive feedback on a listing
online and drive to see a place they already know they straight from potential home buyers.
like. In fact, according to the 2009 National Association
of REALTORS Profile of Home Buyers and Sellers, 90% LinkedIn
of all buyers today use the Internet to search for homes.
Social media marketing is rapidly gaining popularity, LinkedIn is the top professional networking site and allows
and it is most successful when real estate agents use it to users to see the experience and expertise a professional
build relationships while providing great information to the within their industry on their profile. Through LinkedIn, you
community. can easily expand your network as you’re shown potential
connections based on current connections. This can lead to
Social media works by connecting people together. This new introductions or referrals.
means it is important to interact with the social network in
positive ways. It is not meant for one-way self promotion or
personal advertising. It is meant to be an open conversation.
Social media groups formed on Google, Facebook,
Contents
and LinkedIn are three sites that allow you to search for 1 How is Social Media Relevant
conversations that are already occurring. These sites are 1 Common Social Platforms
simple, but perfect ways to begin branching out and 2 Key Benefits
interacting with the market. 3 Practical Application
4 Common Mistakes
Using social media correctly leads to finding new 4 Legal Considerations
opportunities professionally. Through social media, realtors 5 How You Should Use Social Media
can discover users with related needs or concerns, quickly
assess those needs, and provide help or feedback. This 5 About Social Media Solutions
new type of virtual lead generation is important as
new home buyers quickly utilize word-of-mouth (WOM)
Social Media Solutions | www.socialmediasolutionsllc.com | Orlando, FL | p. 407.256.9233 | f. 407.539.6191

2. Twitter Trulia
Twitter is a virtual word-of-mouth network that limits posts Another useful networking website aimed at real estate
to 140-characters (similar to a text message) but provides professionals who want to connect with investors, agents,
quick updates on listings or industry news. Users can search brokers, property managers, etc., is The Flipping Pad.
Twitter for a specific term or phrase, such as a city name, The site features discussion boards where users can post
and see tweets that containing that term. This helps realtors questions and get reliable answers and information. For
tap into their online market and share new listings or other those who enjoy “flipping” houses, the site dedicates an
valuable information. Followers on Twitter can easily entire section where new projects are posted. Real estate
“retweet” the post thus expanding the reach for the listing. agents can show off listings and details of properties where
users can easily see listings and new projects in their area.
Blogging
Wellcomemat
Blogs are often found on a real estate agency’s website
or on a professional site. Real estate agents frequently use Wellcomemat boasts the slogan, “videos connecting people
blogs to share important content about listings or need- and places,” which is exactly what the website does.
to-know facts for potential clients looking to move to the Wellcomemat allows real estate professionals to create
agent’s service area. They are often a useful resource for and share video content of their properties. This effective
home buyers seeking more knowledge about the buying marketing method allows potential buyers to take a virtual
process or their local market. tour of a property to actually see what it looks like inside.
With what is essentially a virtual open house, real estate
YouTube agents are able to share their listing with large masses of
people, who can then share it within their own network.
YouTube can be a great platform for virtual tours and Sellers are excited about sharing their properties virtually,
real video of listings. Real estate agencies can use the and buyers are excited to see real video of a property.
media-sharing site to measure a listing’s popularity through Videos are more engaging than photographs and provide
monitoring the number of times a video has been watched. viewers with a more sincere vision of a listing.
It can also be used as a video blogging (vlogging) platform.
Real estate agents or their brokers can create custom- Key Benefits of Social Media & Real
branded channels that feature all of their videos.
Estate
Active rain
Social media provides unique benefits for realtors that
Active rain is a real estate website that connects thousands use it to their advantage. It opens up a platform for two
of real estate professionals. The website has two tracks way communication with consumers. Real estate agencies
built within it, one for consumers and one for professionals. and brokers can find out what makes their audience tick,
Each track has appropriate links to relevant and useful what their interests are, and how to best meet their needs.
information such as market financial statistics, listings, Simultaneously, consumers can interact with realtors by
branding, blogs, tips and advice, etc. Both home buyers and asking questions while also engaging with the realtor’s
agents can keep track of changes in their local market and personality. The ability to foster two-way communication
other housing trends in the economy. creates new opportunities for realtors to build relationships
Remember
Word-of-mouth spreads fast, and in the virtual world, it spreads even faster to a much wider audience. Positive
interactions are important to build relationships and brand loyalty. It is important to be a reliable source of accurate
information so users know they can trust the content they read. Engaging in social media is best when there is genuine
interest in helping others solve their financial needs, not constant self-promotion.
Social Media Solutions | www.socialmediasolutionsllc.com | Orlando, FL | p. 407.256.9233 | f. 407.539.6191

3. with consumers. Through building these relationships, realtors
build trust and customer loyalty while networking at a faster
pace. Real estate agents can also increase their reach and Banking Checklist
opportunities for referrals by branching out in the virtual
world. 1. Use a relevant name.
Make your account names easily searchable and
relevant to your brand.
Practical Applications of Social Media
in the Real Estate Industry 2. Strategically create content.
Don’t just push out information. Think about what
Social media platforms that reach a mass audience have content would be most valuable to your audience.
proven successful for real estate agents through lead
generation, brand building, and sales. The following case 3. Remember, it’s a conversation.
studies reveal how some real estate firms have found real Talk to your audience like you would talk to real
people. Avoid contrived speech or industry jargon.
success from engaging in social media. Use content that is open-ended and inviting.
Case Study: Century 21’s Blog Radio and Social Media 4. Consistently update your content.
Manage the sites effectively by being current and
Century 21 realized the up-to-date with content so customers return to
power digital marketing the site for new updates and information.
has in today’s society and
changed the focus of the 5. Integrate your efforts.
brand’s marketing efforts to Tie social media into your other marketing efforts
incorporate online marketing. by focusing on the same underlying message
about your brand and adding your social sites to
Their new plans focus on online
your print materials.
radio and social networking to
improve lead generation and
sales within the firm. Through
using BlogTalkRadio, Century
Listed in The Daily Retriever’s Top 100 blogs, Roost’s Bird’s
21 has created a branded
Eye View is a real estate blog that features important
communication resource where
content about how to get the most from social media
home buyers can participate
and also includes industry news and local market insight.
in an active dialogue with real estate professionals. Perhaps
Roost’s real estate Facebook application allows realtors to
the most intriguing aspect of using blog radio is that
customize a tab within their page or profile that features
Century 21 is not doing this for self promotion. Although
information about the realtor, contact information, and
they are the brand supporting the show, there is no personal
valuable information about the city the realtor serves.
identification or follow-up calls. The radio blog is purely a
conversation which makes home buyers feel confident and
comfortable to interact with the company and ask questions. Case Study: The Goodlife Team
Blog radio is not the only online endeavor Century 21 is The Goodlife Team, led by Krisstina Wise, is a self-defined
taking on. They have found that the internet has generated “hip, urban, Austin real estate firm,” and considered a
new leads more efficiently than other media outlets and social media leader in the real
have shifted their marketing budget away from traditional estate industry. Their real estate
television advertising. Their new marketing plan includes practice is ranked in the top
YouTube, Twitter, and Facebook which all open up two-way 1% nationwide, and Krisstina
communication channels with potential clients. By combing credits their success to the firm’s
their social media networks with other, more traditional advanced adoption of innovative
internet marketing methods, Century 21 is able to maintain technologies,
a presence in the virtual world while expanding their reach
an entrepreneurial spirit, and a
to a large audience.
far-reaching commitment to
service. The Goodlife Team is recognized on a national
Case Study: A Bird’s Eye View level as a leader in internet lead generation through social
media platforms with a rich commitment to take care of
One award winning blog has taken the partnership between
their client’s concerns.
the real estate industry and social media very seriously.
Social Media Solutions | www.socialmediasolutionsllc.com | Orlando, FL | p. 407.256.9233 | f. 407.539.6191

4. It’s all about me.
Social media is about building relationships and entering
conversations. If you were at a cocktail party and met a
potential client, you wouldn’t spend the next 2 hours filling
their ear with strong marketing messages and sales pitches.
You would ask questions, get to know them, and build a
friendly rapport that would help you discover their needs.
Use social media in the same way.
Instead of asking yourself, “How will social media help me?”
ask, “How can I use social media to help them?”
Silence means I’m busy.
According to Wise, The Goodlife Team’s online activities
are all about the consumer. Their website is designed to Many realtors assume more time on the computer means
create a convenient, easy-to-use, and engaging experience less time on landing listings and buyers. Remember, online
for their buyers and sellers. The Goodlife Team also uses marketing is just as important as your other marketing
LinkedIn, Facebook, and Twitter for lead generation and efforts. It’s a piece of your promotion puzzle that makes
consumer interaction. your marketing efforts personal, relatable, and interactive
on an international level. That’s worth spending time on.
Wise emphasizes the importance of using these tools as
a way to let the consumer know it’s all about them. This If you create social profiles and abandon them, your
means consistently and frequently providing valuable audience won’t assume that means you’re hard at work.
content for consumers at all levels of the buying process They’ll think they weren’t important to you, or worse, they’ll
while dialoguing with them online through social sites. forget about you entirely.
Wise also emphasizes that when someone Googles your
name, you don’t want them to see negative information or How Should YOU Use Social Media?
no information at all, rather you want them to find “good
gossip.” This means actively creating positive interactions Social Media is an excellent tool to positively promote
between you and your clients, referrals, and prospects. real estate to your desired audience, by allowing them to
become actively involved. We have created a list of tools
Mistakes Real Estate Agents are that we recommend you consider engaging in, which will
increase your site’s popularity and reviews.
Making with Social Media
 Create a Facebook page – be sure to continuously
Given the viral nature of social media, it is inevitable that
add engaging content and respond to posts.
some individuals or entities may find that the incorrect use of
it has actually damaged their reputations. Their audience  Actively involve yourself in a Twitter account, &
may view them as overly aggressive or unavailable, and as show participation by following others.
a realtor, you may be left wondering why your social media
efforts aren’t going anywhere. Here are a few of the more  Create a blog where your audience can
common mistakes that realtors make. find industry-related tips and trends while
communicating their opinion on current topics.
I’ll just wing it.
 Use sites such as Flickr and YouTube to promote
Promoting yourself through social media is a combination your listings and other valuable information, by
of traditional marketing, word-of-mouth marketing, and uploading photos and videos for your audience to
public relations. Most great business leaders would never access and link to their own accounts.
begin a marketing campaign without strategic goals, an
implementation plan, and concrete ways of measuring  Saturate the online marketplace with your listings
success. Social media is no different while answering questions and discovering needs.
Use real estate specific sites like Zillow or Trulia to
Before getting started with social media, it’s important to increase your listings presence, and connect with
understand what you want to accomplish it, how you’re others through their Questions and Answers are
going to accomplish it, and how you will determine if you’re
successful. Don’t assume you can build a profile and your
audience will come. There must be strategy behind what
you’re doing.
Social Media Solutions | www.socialmediasolutionsllc.com | Orlando, FL | p. 407.256.9233 | f. 407.539.6191

5. About Social Media Solutions LLC
Many social media campaigns transcend across channels
such as marketing, public relations, and sometimes eve
customer service, depending on the goals of the campaign.
To effectively manage these needs, a social media agency
must essentially be an extension of the client, involved
with various communication channels within the client’s
organization in order to communicate the right content and
the right time.
Social Media Solutions prides itself on becoming an extension of your business. Not only will we work your account as
if we were promoting our own business, but we will also continue to brainstorm and develop new online marketing and
social media strategies to optimize your business.
To learn more about Social Media Solutions, visit our website at http://www.socialmediasolutionsllc.com.
http://facebook.com/socialmediasolutionsllc
http://twitter.com/sms_connect
Social Media Solutions | www.socialmediasolutionsllc.com | Orlando, FL | p. 407.256.9233 | f. 407.539.6191