Learn why social media is the best use of a real estate agent's energy, and how to run a sophisticated campaign in a few minutes a day.

1. Social Media for Real Estate
Presenter: Michael Hetzer
President/Founder: Lockbox Social
Slideshare.com/MichaelHetzer

2. Pareto’s Principle: 80-20 Rule
• What technology fits the rule for 2014?
– Search?
– Lead Buying?
– Social Media?
– ?? The Next Big Thing: Drones?

3. Technology Overload

4. The Renaissance Realtor’s first name
is always “Steven”

5. Steven…
• Spielberg, because he creates engaging video

6. Steven…
• Jobs, because he is a wiz at technology

7. Steven…
• King, because he is able to crank out blogs,
tweets, comments and other engaging,
written content on a daily basis.

8. Steven…
• Covey, because you cram 48 hours of
productivity into a 24 hour day.

9. Now you’re Chuck Yeager?
Really?

10. Wasn’t technology supposed
to make things easier?

11. The 80-20 Rule in Action:
The Email Challenge
Open rate: 10 percent Open rate: 100 percent

12. The Email Challenge
Open rate: 10 percent Open rate: 100 percent

13. The Limits of Technology
I wonder how many leads are dying a fast death
right now in his CRM…

14. Search (Google, Bing)
• Quality traffic
• Owned by the portals
• PPC is expensive

15. Portals Are Not Your Friend
• “Haven’t they done us a favor?”
– They optimize OUR data (SEO)
– We pay them for the service
• For now, yes, but…
– Price of leads will rise
– Quality will fall
– ROI  0%
– Already happened in Mortgage, Insurance, Travel,
Education and Auto, to name a few.

16. The Obligatory Godfather Slide

17. The Good News

18. Why Social Fits the 80-20 Rule
• Networking, 24/7, automated
• Markets within your sphere of influence
• Builds brands (Just ask Coca-Cola)
• Not shifting sand
• You own it (you’ve gone from lead buyer to
lead generator)
• Sustainable
• **Oh yeah, and it’s free**

19. Social Media IS the marketing plan
Sherry Chris
President and CEO
Better Homes and Gardens Real Estate LLC
Speaking at RealTech, Las Vegas 2014

20. The Catch
• The buy-in is not money, it’s content
• Pictures, video, articles, pithy thoughts,
helpful answers, brilliant insights.
• This stuff is work
• Who has time for this?

21. Pareto’s Principle:
Identify the “20%”

22. Infrastructure
• Facebook – Because everyone is there
• Twitter – Because you are mobile
• Google+ - Because it’s going to BIG
• YouTube – Because it’s the #2 search engine
• Blog (WordPress or Blogger) – Because with it,
you can rule all the other sites.

23. The Social Media Wagon Wheel

24. The Social Media Wagon Wheel
• Hub: Your Blog
• Around the rim: Social Media sites
• Leads flows back to the Blog
• Everything also flows OUT from the blog

25. Step 1: Write your blog post

26. Step 2: Share

27. That’s it! Now repeat for other sites…

28. Remember Your Website?
• Social media is now a traffic source
• Blog links back to your website
– Lead capture
– CRM
– IDX feed
– Static
• Content goes out, leads come into the blog,
and then flow downhill to the website.

29. Branding
• Cover art musts:
– Slogan
– Contact information
– Logo
– Headshot

30. Good Example

31. Keep cover images the same
• Facebook
• Google+
• YouTube
• Twitter
• WordPress

32. Content
• 80 percent about “them”
• 20 percent about “you”
• Be a Giver
• Have Fun
• Share
• Acknowledge
• Know the etiquette

33. The Wagon Wheel at Work
• Each new listing is announced in a blog post and shared to all
social sites with a link to the listing pages (Time: 5 mins)
• Each listing gets “dripped” with a twice-monthly post in the
blog that is shared to all social sites. (Time 5 mins)
• Price Reductions, Just Sold, Open House (Time 5 mins)
• Tweet Open House at Start and Finish (Time: <5 mins)

41. Video
• Tempting to skip… don’t
• $5 and 5 minutes to do a slideshow video
– Animoto: www.animoto.com
– Onvedeo: www.onvedeo.com
• Post on your YouTube channel
• Do not remove

42. Now You’re Special
• Social Media listing presentation should
include:
– Blog site
– All social networks
– YouTube Channel
– Website
– Listing pages for a sample listing (what I can do for
you!)

43. Michael Hetzer
President/Founder
Lockbox Social
michaelh@webhenmedia.com
www.lockboxsocial.com