Post on 20-Aug-2015
Getting Social in Real Estate
A Strategic Approach to Using Social Media
for Sales & Marketing
Michael Cunningham Social Media Manager, RealPage
Managing Editor, PropertyManagementInsider.com
www.propertymanagementinsider.com
Agenda
• Create the Center of Your Universe
• Rules of Engagement
The Age of Connections
CREATE THE CENTER OF
YOUR UNIVERSE
Before you can walk…
Quality Rental Content
• Professional Rental Content
– Property Titles & Descriptions
– Brochures
– Email or Newsletter Subscriptions
• Media Content
– 3D Floor Plans
– Video Walkthrough
– Professional Photos
Quality Owner Content
• Content Information
– Articles & Blog Posts
– Announcements
• Events, News, Rentals
– Whitepapers & Surveys
– Testimonials & Press Releases
• Media Information
– Videos
– Podcasts
– Info Graphics
Rental Content
Owner Content
Other Content
Who is Your Customer?
Demographic Location Service Exp. Mobile/Social
Younger working class families that are starting out with fairly limited disposable income
Lower expectations of the sophistication of services provided.
Interested in proximity to schools, activities and convenient retail options.
Lighter usage of mobile and social in their daily lives as compared to other demographics.
Why are You Doing Social Media?
• Increase leads at a lower cost
• Present yourself as a thought leader
• Engage customers, prospects, and influencers
• Better understand, identify, and engage potential
customers
• Improve customer service and satisfaction
Let’s Review
• Before going social you need:
– A website
– Content
– Know who your customers are
– Why you’re going into social media
The Big Three
• Facebook- more than 900 million users
• Twitter- more than 500 million users
• LinkedIn- more than150 million users
Facebook Fan Page Considerations
• Strategic objective
• Number of posts per day
• Determine the type of relevant content you’re going to
share
• Promote upcoming events (create them in the events tab
if applicable)
• Engage with customers, prospects, and influencers
• Can your website easily be found
Facebook Fan Page Considerations
Examples of Facebook Fan Page Content
• Available Rentals
• Photos & Videos
• Blog Articles
• Press Releases
• Events & Announcements
• Promotions
• Testimonials
• Awards & Honors
Determine the key Facebook Metric
Vs.
Tips for Engagement
• Publish useful tips or facts
• Engage in social conversations
• Ask questions
• Have fun
• Social etiquette
– Reply to and acknowledge others comments
– Say “thank you” & like their posts
– Introduce yourself (photos)
Photos drive
engagement on
Twitter Considerations
• Promote your content
• Promote other (relevant) content (think local)
• Listen to relevant conversations
• Contribute to relevant conversations
• Build a reputation as being helpful
• Does your Twitter bio make it easy to find your website?
Twitter Considerations
Search.twitter.com
Determine the key Twitter Metrics
• Followers
• Mentions
• Retweets
• Retweet Reach
• Replies Reach
• Number of lists you’re on
• Number of potential prospects sent to sales
• Number of Posts
LinkedIn Considerations
• Strategic Objective
• Join relevant groups and participate
• Create your own group
• Monitor and participate in Q&A
• Build a reputation as being helpful
• Is your profile complete and informative?
LinkedIn Considerations
LinkedIn Considerations
Determine the Key LinkedIn Metrics
• Followers
• Number of members in your group
• Number of discussions you participate in
• Number of questions you answer
The Rules of Social Media Engagement
General Rules of Engagement
• Use your common sense
• Mind your manners
• The Internet is a public space
• Honesty about who you are
• Respect and humility in all communication
• Awareness that what you say is permanent
Specific Rules of Engagement
• Be helpful
• Use the 80/20 rule: 80% of the time be helpful, 20% of the time self promote
• Make sure you know the facts before posting
• Don’t share confidential information
• Respect the privacy of offline conversations
• Your actions and words reflect on your company
Create a Social Media Policy
Source: Dell http://dell.to/KCnoPc
Questions?
Thank you! michael.cunningham@realpage.com