The document discusses how commercial real estate professionals can use social media, particularly LinkedIn, Twitter, Instagram, and Facebook, to connect with others in the industry and drive new business. It provides tips on setting up profiles, engaging with groups, and sharing content on each platform. LinkedIn is identified as the most important platform, with over 90% of CRE professionals having a presence there. Twitter is also useful for connecting with journalists. Instagram is growing in popularity for CRE as younger professionals rise up. Facebook is not recommended for B2B opportunities in real estate.

1. Bridging the GapBetween CRE and Social Media

2. Commercial real estate (CRE)
has always been a
relationship
business.

3. If you want to reach CRE decision-makers,
you need to get to know them. Social media
is becoming a viable way to do that.

4. While the industry was
initially slow to embrace
social media, platforms
like LinkedIn and Twitter
are now an important
way to accomplish
3 things

5. Create
connections

6. build brand
recognition

7. drive new
business


8. Referrals are a huge source of business in
CRE and social media is all about referrals.
By sharing, tweeting, posting, liking and
pinning, people have built a universe of over
a billion people that could be referring your
services.
Amy Schenk, marketing manager for
Cassidy Turley, in news story on CoStar.com
(source: http://www.costar.com/News/Article/Social-Media-in-CRE-No-Longer-Just-for-
Socializing/136042)

9. With limited time, you are probably wondering
where you should focus your attention.
That’s why we ranked for you the
top four social media
outlets for CRE.

10. #1 Linkedin

11. More than 90 percent
of CRE professionals and companies are
on LinkedIn, according to an analysis by
The Wilbert Group.
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187 million LinkedIn users
are following the
10 largest CRE companies.

13. So what’s the best way to use it
?

14. Anatomy of a
linkedIN profile.

15. For individuals, published content on
LinkedIn establishes professionals as
thought leaders in the CRE sphere.

17. join groups and share
content to gain followers

18. high-resolution
head shot
join groups and share
content to gain followers

19. join groups and share
content to gain followers
high-resolution
head shot
publish posts to establish
thought leadership position

20. join groups and share
content to gain followers
high-resolution
head shot
publish posts to establish
thought leadership position
use experience and
examples to sell yourself

21. Professionals should also join
groups to engage with other users
that have similar interests and
build their contact list.

22. Top 5 groups for
cre professionals
1. Corporate Real Estate – 146,611 members
2. ULI (Urban Land Institute) – 50,348 members
3. CREPIG – 21,518 members
4. Commercial Real Estate Social Media – 8,449 members
5. Technology for Commercial Real Estate –
8,340 members

23. For companies, LinkedIn is a great
outlet to share company news,
blog posts and available jobs.

24. join groups
to engage with potential partners,
clients and employees.

25. how to use a
linkedIN group.

27. Find engaged
potential employees

28. Find engaged
potential employees
connect with
co-workers and others
in your industry

29. Find engaged
potential employees
connect with
co-workers and others
in your industry
Create compelling content
relevant to current CRE
industry trends

30. #2 twitter

31. The CRE industry is becoming
more active on Twitter.

32. #CREhas been used more than
56,000 timesin the last 30 days.

33. Top 5 CRE
twitter users:
1. @CoyDavidsonCRE: 25.5K followers
2. @massrealty: 24.7K followers
3. @Michael_MBA: 14.6K followers
4. @AndyKaufman: 14.5K followers
5. @BobArronCCIM: 7.5K followers

34. Twitter is also the best platform
for connecting with traditional
journalists, who are almost all
active on Twitter.

35. Top 5 CRE journalists
on twitter:
1. @OConnellPostBiz: 6,827 followers
2. @PeterGrantWSJ: 3,799 followers
3. @KrisHudsonWSJ: 3,430 followers
4. @dmlevitt: 3,242 followers
5. @Taub: 1,426 followers

36. We hear firsthand from journalists that the
companies/people who are sharing their
stories or retweeting their tweets are
more likely to be
called on as a source
or mentioned in a story.


37. Retweets offer an opportunity
to engage with other followers
and build your
network.

38. When approaching Twitter,
we recommend a
1/3, 1/3, 1/3
strategy

39. 1/3of Tweets should be
company news
1/3should be industry
content
1/3should be engaging
with influencers

40. Anatomy of a
quality CRE tweet.

42. visual content

43. visual content
hyperlink

44. visual content
hyperlink
one or two
relevant hashtags

45. visual content
hyperlink
one or two
relevant hashtags
tagging other
users

46. visual content
hyperlink
one or two
relevant hashtags
tagging other
users
keep it brief

47. #3 instagram

48. (source: http://www.wsj.com/articles/instagrams-role-in-commercial-real-estate-
1430702819)
Instagram, which has become the preferred
social media tool for many New York
residential real-estate brokers, is beginning
to show up more in the commercial
real-estate brokerage business as well.
The Wall Street Journal

49. As the younger professionals who are
on these platforms begin to move up the
corporate ladder, Instagram is likely to grow in
popularity.
So how do you use it
to get CRE business?

50. Use hashtags that allow other users
to find your posts, inserting yourself
into the larger conversation.

51. Top 5 CRE hashtags
on instagram:
1. #CRE – 56K+ per month
2. #retail – 301K+ per month
3. #hospitality – 152K+ per month
4. #office – 95K+ per month
5. #multifamily – 3K+ per month

52. Anatomy of a
good instagram
post.

54. high resolution photo with
no distracting or unsavory
elements in the background

55. high resolution photo with
no distracting or unsavory
elements in the background
two or three hashtags

56. high resolution photo with
no distracting or unsavory
elements in the background
two or three hashtags
link to more information
in bio

57. high resolution photo with
no distracting or unsavory
elements in the background
two or three hashtags
link to more information
in bio
two or three sentence
caption

58. #4 facebook

59. There is not much of a B-to-B opportunity
on Facebook anymore, and this is certainly
true in real estate.

60. Beginning in January 2015, Facebook
announced it would post less content
in people’s news feeds from companies
because, in the words of the social
platform,
“People told us they wanted to see more
stories from friends and Pages they care
about, and less promotional content.”

61. Our advice on using
Facebook to reach the
CRE audience?

62. don’t.

64. If you’d like help telling your tech story to
CRE decision-makers, let’s talk.
We are TechRise, a collaboration of a
leading tech PR and branding firm
Trevelino Keller and a leading real estate
PR firm The Wilbert Group.

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66. Visit us at
TechRise.ventures,
tweet us at
@thewilbertgroup or @TrevelinoKeller
or go old-school and email us at
cwilbert@thewilbertgroup.com or
kperdue@trevelinokeller.com.