The Goal is to Make $$$$ NOT Lose $$$$

How to Protect Yourself Online

*Prep for This Week’s Session*

Download, review and make copies of the “Company Guidelines for Social Networking” available on Weichert University. Click on the Make Your Connections icon on the homepage and look under e-Resources.

*Delete this slide before presenting *

Today’s Make Your Connections Session

Today we’ll review highlights of everything we’ve covered thus far

and then explore how to legally protect yourself and your business when networking and advertising

online.

• Weichert’s definition of social networking• Benefits of social networking• Developing an online strategy• Getting noticed online • Driving traffic to your website• Tips that save time and generate leads

Let’s review the top tips from each…

Recap of Our Previous Workshops…

WeichertWeichert Definition: Social Networking Definition: Social Networking

This summer we redefined the term “social

networking” to include:

Online social networking

and

Face-to-face social networking (i.e.,

open houses and home buyer seminars)…

since we know that we’re in a face-to-face

business

Benefits of Social Networking

1. Establishing a presence – Creating online profiles allows more people to get to know who you are and what you do.

2. Generate leads and build your sphere– You quickly and significantly build your network through online channels, which ultimately should lead to more business.

3. Educate the public – Keeps your friends and followers updated on the latest industry news and your local market. You’ll be seen as the industry and neighborhood specialist.

Let’s review the process that customers typically follow when selecting a real estate agent and why it is necessary to have an active online presence…

Why You Should Have an Online Presence

This is a primary reason why you should have an active online presence.

It starts with determining a goal…• Establish a professional presence• Widely expand your sphere and promote your

local expertise• Promote yourself and your listings• Double traffic to your website and generate

leads

Developing Your Online StrategyDeveloping Your Online Strategy

Post Listings BloggingNetworking Advice & Leads

• Ensure your profiles are complete. Most social media profiles carry a lot of ‘Google weight’ which will make it easier for customers to search and find you.

Getting Noticed Online

• Be cautious and mindful of how you appear online. Maintain your image, reputation, and credibility as a successful real estate agent with your online network just as you do within your community.

• Balance your updates by applying the three Ps of social networking.− Personality – be authentic, responsive, and

positive− Passion – share your hobbies and interests− Profession – let them know about what is

keeping you busy (open houses, listings, closings, etc)

Getting Noticed Online, continued

• Stay focused on being a ‘Trusted Advisor’.− Make more emotional deposits than

withdrawals when interacting online− Establish a resource list of valuable,

informative items to share− Create and maintain a daily schedule

Driving Traffic to Your Website

What’s the number one reason consumers go to the web when it comes to real estate?

LISTINGS

Top 10 Things to do to Drive Traffic1. Get one local market domain name and a second with your personal name

2. Purchase an IDX website3. Embed local keywords throughout your site4. Post local data that customers will value5. Do some basic SEO6. Promote/advertise your URL on all marketing materials/email7. Advertise your URL to your local neighborhoods8. Leverage free sites to promote yourself and your website9. Submit your URL to search engines10. Use social networking sites

Tips to Save You Time & Gain Tips to Save You Time & Gain BusinessBusiness

• LinkedIn: request client recommendations and export your connections to excel for other uses

• Facebook: import your email contact lists from outlook, AOL, spreadsheets, etc. and set up mobile service

• Postlets: post listings online and easily add to other sites (Facebook, Twitter, Craigslist, Zillow)

• Weichert Agent Pages: Also allows you to post listings to other sites

• Twitter: use applications like HootSuite and Tweetdeck to manager your account, and set up mobile service

• Create a social networking scheduleTip sheet available on Weichert University

Now that we have reviewed all of the great social networking strategies and tips that we’ve covered this summer on promoting yourself and generating business online …

Let’s switch gears and explore how to protect your image and business from legal issues and penalties when social marketing and advertising online.

Protecting Your Online PresenceProtecting Your Online Presence

NHFA Asks Congress to Bar Discriminatory Web Ads

The National Fair Housing Alliance reports that Fair Housing centers and government agencies saw a 30 percent increase in the number of complaints by families with children who said they were denied housing accommodations. NFHA said it had identified more than 7,500 discriminatory “family status” advertisements – mostly on the Internet – that specifically stated “no kids” or “couples only.” The Alliance is calling on Congress to amend the Communications Decency Act to forbid Web sites from discriminating against protected classes.

Source: NHFA Real Estate Intelligence Report, 2009

Make $$$$ NOT Lose $$$$• In order to avoid unnecessary fines, legal

complications or jeopardize your business, all online marketing and advertising must be compliant with REC and NAR regulations and Weichert policy and procedures.

• Sales associate marketing and advertising refers to all mediums:−Traditional print advertising

−Online advertising: including, but not limited to Craigslist, Facebook, Twitter, blogs, personal website and email flyers.

The Tools You Need

Every advertisement must have the following elements:•Office name•Office telephone number•Weichert logo•Fair Housing logo•Appropriate disclaimer information

Building the Perfect Ad

Your Ad Here

Names, Telephone Numbers and Email Addresses

The Weichert Office name

and telephone number must

appear more prominently than

the associate’s.

A personal telephone number

of the Sales Associate (cell,

home etc) should not be

presented as such to be

misinterpreted as being the

Weichert office number.

Associate email addresses

should be a weichert.com

addresses

Compliant Logos

Equal Housing and Weichert

logos must appear in all ads

Weichert’s name and logo

should appear prominently.

The Equal Housing logo must

appear legibly and in the bottom

left corner.

For esthetic purposes, the

Weichert logo should appear in

the bottom right.

Important Note: When advertising online, you may have little or no flexibility in posting

logos and controlling layout, your advertising must still incorporate these elements.

Jane SmithWeichert, Realtors®888-888-8888 (office)

999-999-9999 (cell)

View my other listings

Use to Post Listings• This site’s template enables you to be compliant

with company name, phone number, and logos. • Postlets automatically syndicates to several

search sites• Easily share it on other social media sites with

just a few clicks (Facebook, Craigslist, Twitter, Zillow etc.)

Advertising Online

If you do not have the ability to post the

Equal Housing logo, you must use the

following language in your ad:

“Equal Housing Opportunity”

Stick to the Facts Truth and Accuracy is important in all of your ads. All property descriptions need to be accurate and factually correct. Features should not be based upon changeable or uncontrollable factors.

For example, “cul-de-sac street” is factual; “quiet street” is not. Similarly, claims about privacy must be based upon the large lot size or landscape features, not on a neighboring property’s dense plantings or absence of buildings.

Is This Ad Compliant?

“Beautiful home on a corner lot with a private backyard that is surrounded by mature trees.”

Answer

No“Surrounded by mature trees” is a violation of truth

and accuracy because it is a factor of the property that can change at any time. (the trees may be removed).

“Beautiful home on a corner lot with a private backyard that is surrounded by mature trees.”

Acceptable Description

“Beautiful home on a corner lot with a large* backyard.”

*As long as the backyard is “large” relative to the surrounding area.

Reference to Quality

• Making references to quality of construction can be very tempting when advertising a listing.

• Examples of unacceptable wording include: quality built, top quality, and finest craftsmanship.

Is This Description Acceptable?

“ A custom home by Rosario Brothers that features detailed moldings and extensive millwork.”

Answer

“ A custom home by Rosario Brothers that features detailed moldings and extensive millwork.”

Yes• To avoid legal liability, an ad cannot make any

reference to the quality of construction.• You may use such wording as: exquisite

moldings, extensive millwork, and elegant Old World appointments, if factually accurate.

The Best of Everything

• When promoting a property, making distinguishing claims about Weichert, local school districts, and mortgage rates should be avoided.

• Making such claims requires you to provide supporting documentation and statistics to back up the claim. For example:

Claims You Should Avoid Using

“Best school district”…“Lowest interest rate”..

“Most sales in Union County”...

These claims would need to be supported and documented with MLS figures with dates, Blue Ribbon school awards with year, etc.

Fair Housing Requirements

• Proper wording within the advertisement should not include what is/is not suited for a particular group of persons.

• For example: Ad copy/Open House directions should not include any references to nearby religious or ethnic institutions, buildings, landmarks, or services, as that would suggest that you’re steering people of a certain religion or ethnic group to that property location.

Is This Description Acceptable?

“What a location! Charming 1920's colonial on .41 acre oversized lot. Walk to downtown Smithtown.”

Answer

No• Proper wording within the advertisement should not

include what is/is not suited for a particular group of persons. This ad is not suited for disabled persons, which is a protected class.

• Avoid restricting descriptions among groups who are afforded protection by Federal and State anti-discrimination laws. 

“What a location! Charming 1920's colonial on .41 acre oversized lot. Walk to downtown Smithtown.”

Acceptable Description

“What a location! Charming 1920's colonial on .41 acre oversized lot. Close to downtown Smithtown.”

Awards/Production Claims• Prior to placement, any ad citing awards,

production claims and ranking of a sales associate must be approved by the Manager.

• State Level awards must include the year of the award and specify the state association’s name:

Jane Doe: Named New York Real Estate Magazine’s Realtor of the Year, 2005

• Weichert Awards should include the year awarded:

Jane Doe, President’s Club 2003 - 2008

Disclaimers

• All advertising for the Weichert Family of companies must include the appropriate disclaimers, including:−Capital Properties and Estates−New Homes−Weichert Affiliates

Capital Properties and Estates

For properties listed as Capital Properties and Estates must include the following:•An affiliate of Weichert, Realtors®,•weichertcapital.com

New HomesNew Homes• Ads must contain: the phrase “SALES AGENT” in

all capital letters, along with this disclosure: The statements and representations contained herein are those of the builder, and not Weichert, Realtors® or Weichert New Homes and Land.

• All full-page PRINT ads must also include this additional disclosure: This advertisement shall not constitute an offer, solicitation, or participation in a disposition of property in any jurisdiction where prior registration or qualifications are or, in the future, may be required. This advertisement shall not guarantee that the amenities, facilities, and features will be constructed as depicted. Dimensions, sizes, locations, floor plans, amenities, facilities, and designs are subject to change.

• Ads for Weichert New Homes must include this website address: weichertnewhomes.com

Weichert Affiliates

• For all Weichert Affiliate properties it must include the following:

“Each Weichert franchised office in independently owned and operated.”

• The franchise name MUST be included along with “Weichert Realtors”.

“Weichert Realtors, Green Acres.”

Protecting Your Online Presence

As a result of the various uses for the Internet today, the lines between business and personal can often and easily become blurred.

You should be informed and aware that there are proper and improper uses of social media from a business perspective.

Protecting Your Online Presence

Handout Company Guidelines for Social Networking

For More Social Networking Tips Go To Weichert University