Leveraging social media and online tools to get recognized as a thought leader for your industry expertise

1. Leveraging Industry Expertise to Become
Recognized as a Thought Leader
Finally, a use for social media in the luxury real estate industry

2. Part 1: Inspirations

3. Genesis of the Strategy
Alliance of
Thought Leaders

4. D&B Challenge:
Create a system for building
industry expertise for busy execs?

5. D&B Ambassador Program
1. Build a digital home for execs
2. Identify active thought leaders
3. Curate interesting content from thought leaders
4. Create keystone content with thought leaders

6. Part 2: The Audit

7. Key Tool
by

8. This Audience

9. Online Presence
1. Website/Profile page: 61 (100%)
2. LinkedIn: 55 (90%)
3. Facebook Page: 47 (77%)
4. Instagram: 42 (69%)
5. Twitter: 36 (59%)

10. Typical Website

11. Active Accounts are on
Instagram

12. Little Bird Scoring

13. This Audience
(36 in the Little Bird database)

14. Influences this Audience

15. Luxury Real Estate
(384 people in the Little Bird database)

16. Audience in Luxury Real Estate
(Only 3 people)

17. Real Estate Journalist
(1,569 people in the Little Bird database)

18. RE Journalists Following
(Only 9 of top RE Journalists following anyone in
this audience)

19. Reality:
Digital influencers aren’t paying
attention to this audience of top
luxury real estate agents

20. Part 3: Alternative
Approach

21. What if your online/social
strategy was designed to drive
referral credibility?

22. E-Trade vs Goldman Sachs

23. Targeting Aspirational
Investors
• Major aspiration language
• “Be kind to the future you”
• Lots of calls-to-action
• Multiple “open an account”
• Money back offers
• “Get up to $600”

24. Targeting Referrals
• Site oozes credibility
• “Environmental, Social
Governance Report”
• No CTAs
• Instead: Learn why they’re
market leaders
• No offers
• Do they even want website
leads?

25. Key insight:
Goldman Sachs uses their site to
demonstrate credibility with
people who are already inclined
to work with them

26. Part 4: Earning
Recognition as a Thought
Leader

27. Remember D&B Ambassador
Program?
1. Build a digital home for execs
2. Identify active thought leaders
3. Curate interesting content from thought leaders
4. Create keystone content with thought leaders

28. Step 1: Digital Home Should
Ooze Credibility

29. Reimagine Your Luxury Real
Estate website
1. Start with a video that highlights your market expertise
• Highlight hand-curated listings for buyers
• Highlight access to unique investors for sellers
2. Insists that clients “apply”
• Maybe even offer to help non-luxury clients find the
perfect agent for them
3. Publish comprehensive marketing report for download

30. Step 2: Identify Thought
Leaders

31. Types of Thought Leaders
1. Journalists (local, real estate, luxury, etc.)
2. Partners (architects, designers, stagers, etc.)
3. Academics
4. Quality Vendors
5. Leaders of Passion Projects

32. Yachts

33. Miami Art

34. Leverage Twitter Lists

35. Important:
Most influential Thought Leaders
cut through the noise of social by
only following other thought
leaders who are engaging with
them

36. Step 3: Create Curation
System

37. Start with Simple Curation
1. Prepare “sharable” content & tag relevant thought
leaders (10 min/day)
2. Leave comments on a regular basis (20 min/week)

38. Keep Top of Mind with
Referral Partners

39. Step 4: Create Keystone
Content

40. Types of Keystone Content
1. Prepare regular byline in a local publication
2. Write a book
3. Create “state of the market” report
4. Host a podcast relevant to a passion project
5. Produce local events that target referral partners

41. Look for Opportunities to
Engage Referral Partners
1. Instagram: Weekend’s Can’t Miss Art Exhibits in NYC
2. Interview: Private Art Collections of Miami
3. Book: Yachting Execs Explain doing it right
4. Event: Monthly Wine Tasting
5. Video: Sommelier of the Hamptons

42. Part 5: Next Steps

43. Do It Myself:
Action Plan
Short-term plan:
•Develop initial list of 10 to
15 thought leaders
• Post sharable content
from those thought leaders
each day
• Occasionally drop in to
leave comments
Longer-term Plan:
• Revamp website to ooze
thought leadership
• Build out a keystone
content strategy

44. Do It For Me:
Alliance of Thought Leaders
1. Identify relevant and active thought leaders
2. Generate 10 social posts / week that engage with
relevant thought leaders
3. Work with you to prepare one piece of thought leadership
content to be featured in relevant publications each month
4. Develop keystone content plan (events, podcast series,
quarterly reports, etc.)
5. Work with developers to rebuild your website to focus on
building credibility

45. Questions?
Dustin Luther
Founder: Alliance of Thought Leaders
Twitter: @tyr
Email: dustin@dustinluther.com