SOCIAL M

EDIA A

ND

BROKERAGE RIS

K

JODY OBRIENThe Re/Education Company

COMMITTED TO PROFESSIONALISM IN REAL ESTATE THROUGH EDUCATION

AGENDAWHAT is social media

WHICH sites your agents use in social media

HOW you should best use social media for the brokerage

What are the laws, regulations and Code of Ethics that apply to the use of social media

What is your social media policy

INTR

ODUCTION

SOCIAL MEDIAMedia –internet and mobile based - for social

interaction

User generated communication, content and media

Technology which turns communication into interactive dialogue

A common thread running through all definitions of social media is a blending of technology and social interaction for the co-creation of value.

Wikipedia.com

SOCIAL MEDIA

Today’s • Cocktail party• Chamber of Commerce Meeting• Broker Open House• Quick Hellos

All on-line

SOCIAL MEDIA MARKETING

Building your social network and listening to your fans, followers, and connections

Sending relevant and interesting content that allows interaction, sharing, and builds familiarity

Reaching and engaging friends of friends of friends and ultimately…

Driving more business!

RELATIONSHIPS

Building your Business:

• Loyal and satisfied Clients• Superior Customer Service• Knowledge and Expertise

• Listen to the consumer• Share your real estate expertise• Drive engagement (action)• Encourage repeat business and referrals• Get online testimonials• Reach new customers, clients • Increase online social authority

RELATIONSHIPS

SOCIAL M

EDIA T

OOLS

SOCIAL MEDIA TOOLS

• Social Networks• Content Sharing• Rating and Review Sites• Location Based Services• Social Bookmarking

SOCIAL MEDIA TOOLS

Site Selection:• The site clients are using• The sites vendors are using• The sites competitors are

using

SOCIAL NETWORKS

Like

Open to public

Sell

Call to Action

Public

Friend

Invitation or Acceptance

No Selling

Create Engagement

Public

BUSINESS PAGE VS PERSONAL PROFILE

SOCIAL NETWORKS

Manage your professional contacts and relationships

Find individuals you know in a professional capacity

Ask for recommendations and introductions

Join networks or groups by interest, industry, geography, or work history

Participate in discussions

Invite people to action – property search registration, blog, newsletter etc.

SOCIAL NETWORKS

Engagement Through Sharing• Share links to interesting content &

ask for feedback• Send Direct Messages (DMs)• Retweet content from people you are

following• Monitor conversations and mentions• Public site - prospect with respect

RATING AND REVIEW SITES

How would you find a restaurant in a city you had never been before?

LOCATION BASED SERVICES

www.foursquare.com/business

MARKETING W

ITH S

OCIAL

NETWORKS

PRESENCE WITH A PURPOSE

Make your social presence a reflection of your business/organization.

Don’t blur personal and professional use.

Be transparent.

New users should immediately identify what you do.

Be the Expert

Deliberately choose your expertise and areas of engagement.

Put the social in the social media.

Be broad and informal…and have fun!

Complete your business profile

• Description

• Contact information

• Website URL

• Call to Action

Brand your presence

• Logo

• Other photos

• Background

BUILDING YOUR SOCIAL NETWORKUse a variety of ways to expand your

network:

Send an invitation to your email list

Add interactive social icons to your• Website• Email Campaigns (in a sidebar, in the footer)• Outgoing Email Signature• Business Card• Printed Collateral: mailers, flyers, invoices, etc.

Put a QR Code in your storefront window

Add a message to your voicemail

SOCIAL M

EDIA D

O’S &

DON’TS

LAWS, REGULATIONS AND CODE254 CMR 3.00: Professional Standards of Practice

9(a) Broker Identification. No broker may advertise real property to purchase, sell, rent, mortgage or exchange through classified advertisement or otherwise unless he/she affirmatively discloses that he/she is a real estate broker. No broker shall insert advertisements in any advertising publication or other means where only a post office box number, telephone, facsimile, electronic mail number or street address appears. All advertisements shall include the name of the real estate broker.

254:CMR 3:00:9 (b) Salespersons Prohibited From Advertising. Salespeople are prohibited from advertising the purchase, sale, rental or exchange of any real property under their own name.

LAWS, REGULATIONS AND CODE

REALTOR® Code of Ethics

Article 12

REALTORS® shall be honest and truthful in their real estate communications and shall present a true picture in their advertising, marketing, and other representations. REALTORS® shall ensure that their status as real estate professionals is readily apparent in their advertising, marketing, and other representations, and that the recipients of all real estate communications are, or have been, notified that those communications are from a real estate professional. (Amended 1/08)

SOP 12-5Electronic identification including tweets

SOP 12-8Accurate websites

SOP 12-9State licensing

SOP 12-10Accurate URLs

SOP 12-11Privacy Policy

BLOGGING

Article 15License LawWho are you talking to?RiskInformation

MANAGING S

OCIAL M

EDIA

MONITORING SOCIAL MEDIA

1.Your Brand. Think about all its possible spellings/configurations.

2.Your competitors. Spot successful tactics being used by others in your industry (and the not-so-successful

3.Categories, topics, and keywords of your business. For example: real estate, commercial, buildings, leases, High Rise

4.The experts and influencers in your business.

Popular time management and monitoring tools include:

Google Alerts

HootSuite

TweetDeck

SOCIAL MEDIA POLICY

Realtor.org social media policy

Marcieroggow.com

 Jody O’Brien 

The Re/Education CompanyCommitted to Professionalism in Real Estate

through Education

Blog

www.reeducator.wordpress.com

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www.youtube.com/msreeducator

www.facebook.com/reeducator

www.linkedin.com/in/reeductor

THANK YOU FOR ATTENDING