1. PERSONAL BRANDING
AND SOCIAL MEDIA

2. “Regardless of age, regardless of
position, regardless of the business we happen
to be in,
all of us need to understand the importance of
branding. We are CEOs of our own companies:
Me Inc.
To be in business today, our most important job
is to be head marketer for the brand called You.”
Tom Peters – Fast Company

3. FINDING YOUR SOCIAL IDENTITY

4. FINDING YOUR VOICE
Choose a handful of personal qualities about
yourself that you want to be known for.
Ask yourself the following questions:
• What interests you most?
• What will you have fun executing?
• What could you be most consistent with?
• What do you want to use social media for?

5. FINDING YOUR VOICE
Some content you can specialize in:
• Home Décor
• Sports
• Family Life
• Fitness
• Restaurant Reviews
Make sure you don’t try to focus on too many things
– it’ll be harder for someone to remember any of it.
Make sure you’re honest with yourself – pretending
to be something you’re not never works well.

6. Hungry Domaine
.

7. FINDING YOUR VOICE
Once you find out what your online voice will be, you have to
be accountable!
Stay in touch! – Create posting calendars for yourself so
people can look forward to seeing your posts
Stay relevant – post timely articles or photos that are of
interest to you
Stay Personal – Post photos of you and your family/friends

8. FINDING YOUR VOICE
Example: Claudia Saez Fromm and The New York Life

9. FINDING YOUR VOICE
HAVE FUN!
Social media may seem like a full time
job, but once you get the hang of it, it will
be second nature!
•SHARE
•We’re not competing! Share friends’
posts
•Share news articles by using the share
button instead of merely linking.
•COMMENT and TAG
•Comments make people feel more
special than likes. Fact.
•Tagging other people in your posts
brings your content directly to their
attention.

10. PERSONAL VS. PROFESSIONAL
Everything on the Internet is public..
Always be thoughtful when publishing
your opinions and personal life on the
Internet.
• Personal :
• Always maintain a positive demeanor
• Be cautious of the photos you share
(risque clothing or behavior)

11. BRIDGING THE GAP

12. BRIDGING THE GAP BETWEEN YOUR AUDIENCE AND YOU
The number one source for real estate listings is referrals
Only 14% of consumers trust ads
75 % trust peer recommendations
Social media is your opportunity to engage with your clients on a
regular basis
•Stay top of mind by becoming the authority (the topic is up to
you)
•Stay in people’s news feeds by posting to facebook 5-7 times a
week
•Stay consistent on twitter by sharing relevant articles and posting
fun and exciting updates
As long as you stay top of mind, they will remember to refer you to
friends and connect with you when the opportunity arises.

13. FACEBOOK

14. Facebook is the largest social media platform and
has 1 billion users as of October 2012. Facebook was
created with the intention for users to be able to
connect to friends and family by liking pages. Users
can tag their location in status posts, upload
photos or video to their profiles or load them into
albums.
• Facebook captures 1 in every 11 internet visits in the US
• The average visit to Facebook is 20 minutes
• 20% of users earn over $100k per year

15. Leverage your personal relationships on social media
Use your Personal Facebook profile
• Allow people to Follow your public updates
• Don’t be afraid to send a friend request to a
client with whom you have a good rapport

16. Action Items
Enable the Follow feature:
• Click in the top-right of your screen
• Select Account Settings
• Click Followers on the left side
• Check the box next to Allow Followers
*Followers will see posts made to your Public
audience

17. Action Items
Enable email and Mobile Notifications
• Real Estate can be a fast moving
industry, don’t slack with your replies to
clients and friends on Social Media
• Periodically check your feed and comment
on your friends/clients posts

18. Action Items
Start listing your friends:
• Click the Home link (along the top-right of every Facebook
page)
• Find the list you want to edit in the left column, or click the
More link next to Friends
• Select the list you want to edit or click Create a List

19. Action Items
Start listing your friends:
• Search for your friends in the
search bar at the top of the
page, or add people from the
List Suggestions on the right
• Search for your friends in the
search bar at the top of the
page, or add people from the
List Suggestions on the right

20. Facebook Recap:
Use Your Personal Profile
• (Exceptions for those who already have large followings on
their business page. )
Enable the Follow Feature
Begin Grouping your friends
Today: Post a photo of you and your family/friends in
NYC

21. TWITTER

22. Why Twitter?
Twitter is an invaluable tool when trying to create
one’s brand.
It allows for direct and constant communication with
current clients, potential clients, and millions of
informed individuals
•360 Million users
•25% earn over $100k per year
•51% have a college degree
Building audiences:
•69% rely on friends suggestions for followers

23. TWITTER Buzzwords
Hashtag-
Using the # symbol before a phrase will create a link
Benefits to using hashtags:
• Categorizes tweets and conversations
• Helps to show topics more easily in Twitter Search
• Clicking on Hashtagged words shows you all the
other tweets marked with that hashtag

24. TWITTER Buzzwords
Handle-
A user’s handle is the username they’ve selected and the
accompanying URL, like
http://www.twitter.com/townresidential
Lists
Curated groups of other Twiitter
users. Used to tie specific individuals
on a group
Mentions
Mention another user in your Tweet
by including the @ sign followed
directly by their username is called a
“mention”

25. Profile:
• Describe yourself and your job in your “About Me”
• Link it to your TOWN page by using a link shortener
• Add TOWN’s handle @townresidential and mention TOWN in your bio

26. Content Mix:
10% Links to your own listings on Townrealestate.com
10% Link to other people’s content (News, Press, other interests)
20% Talk business or share your own marketing material
40% The remaining 40% should consist of personal
interaction, small talk, commenting and networking

27. Begin using a 3rd party tool to help you post. We recommend
HootSuite
• Download the HootSuite browser button which allows
you to share articles without going to twitter
(http://hootsuite.com/features/extensions)
• HootSuite will shorten links which allows for more
characters in your Tweets

28. What to Tweet:
• Share content from Around TOWN emails, the corporate
Facebook Page and YouTube
• Share your listings, but focus on one interesting aspect
• Tweet How-To’s. YouTube and design blogs have great articles
about DIY, Home Décor, and even recipes
• Geographic info – become the go-to in your neighborhood
• Ask questions. Ask for opinions.
• Share photos
• Be Funny/friendly/inspirational – Share great quotes using #qotd
(quote of the day)
• Try to use a hashtag in every Tweet to increase your virality, tag
other businesses in your Tweets instead of using names

29. Search
Use the search functionality to find new followers and potential
clients
• “Moving to NYC”
• Relocating NYC
• NYC News
• West Village News, East Village, etc.

30. Search
Use the search functionality to find new followers and potential
clients
• “Moving to NYC”
• Relocating NYC
• NYC News
• West Village News, East Village, etc.

31. Search
Advanced Search
twitter.com/search-advanced

32. Grow your following
• Follow people that want to follow you (people talking about
your topic)
• @reply even people who don’t follow you
• Interact with influencers
• Add yourself to twitter directories like www.wefollow.com,
www.twello.com

33. Create and Subscribe to Lists
• Industry Peers and
professionals
• Experts (RE, Social Media,
Marketing, etc.)
• Client List (private)
• Local Competition (private)

34. Action Items
Create a public list, a private list and subscribe to a list of interest
• Go to your Lists page. This can be done via the gear icon drop
down menu in the top right navigation bar or by going to your
profile page and clicking on Lists.
•Click Create list.

35. Action Items
• Enter the name of your list, description and
select if you want the list to be private or
public
• Click save list

36. Use #TownLoves Hashtag
• Use the hashtag #TownLoves[neighborhood] in 5 Tweets

37. Action Items
• Follow 5 real estate reporters or editors
• Jason Shefftell, NY Daily News @NYDNRealEstate
• Lauren Schuker Blum, WSJ @laurensblum
• Candace Jackson, WSJ @candace_jackson
• Michelle Higgins, NYTimes @michellehiggins
• Vivian Toy, NYTimes @VivianSToy
• Matt Chaban, Crains @MC_NYC
• Kathy Clarke, The Real Deal @KathyClarkeNYC

38. LINKEDIN

39. As LinkedIn is very much a personal networking site, we encourage
all employees of TOWN Residential to fill in their profiles
thoroughly.
Every section needs to be filled with detailed keywords about what
you do.
• Link back to the Company Page
• Encourage endorsing of friends within the
company
• Add Skills: Buyer Representative, Seller
Representative, Townhomes, listings, existing
home sales, new home sales, condominium
sales, co-op sales

40. TOWN CORPORATE SOCIAL MEDIA COMMITMENT

41. CORPORATE COMMITMENT
TOWN facebook
Articles posted to the blog will
be shared on to a larger
audience via Facebook and
Twitter
Interesting Representative
content will be shared via
Facebook several times a month
Representatives will be tagged
in articles or photos in which
they’re featured

42. CORPORATE COMMITMENT
TOWN twitter
Articles posted to the blog
will be shared on to a larger
audience via Facebook and
Twitter
Interesting Representative
content will be shared via
Facebook several times a
month
Representatives will be
tagged in articles or photos
in which they’re featured