An overview of using Facebook as a tool to market your brand and get results!

1. INCREASE YOUR
ONLINE REAL ESTATE
PRESENCE
Handout: bit.ly/GOSocial1
@amychorew

2. Nice to Meet You
Amy Chorew
VP Platform Development
Better Homes and Gardens Real
Estate
@amychorew

3. Business has shifted.
How do you market your business in the
virtual world?

4. SOCIAL MEDIA IS
MARKETING
THREE STRATEGIES TO IMROVE YOUR ROI WITH
SOCIAL MEDIA

5. What We’ll Cover
The basic parts of building a Facebook page are
Branding and Search Engine Optimization (SEO)
Create Content that Works
Conversion: Beyond the Conversation
Three Conversion Tactics:
 The Reach Out
 Creating the Meet ‘n Greet
 ASK – GIVE – REPEAT

6. Beyond the Conversation
Some will tell you not to expect results for
at least 12-18 months once you start into
the social media world

7. Strategy One
- Brand Matters

8. Brand Strategy Consistent
Facebook Twitter Google+ Pinterest Blogs YouTube
Ensuring your brand
is consistent across
all social networks
help people remember and
recognize you
Recall is everything
and branding is the
top way to get it!
LinkedIn

9. Be Consistent

10. Branding
Your options for branding on Facebook include:
Cover Photo
Profile picture
Photos you create and post in your status updates

11. www.fb.com/CoverPhotoSize
#1 - Cover Photo

12. SEO
Being found is key to survival in social media
They might not start their search for you on
Facebook, but they’ll get there eventually
How hard is it going to be to find you?

13. SEO
Keywords: Words that you want to be found for
when people do a search in Facebook or Google
 Real estate (hard to rank on that one)
 Your name
 Your community/communities
 Demographic specialty
 Etc.

14. SEO
Where do we put our keywords?
 Facebook Web Address
 Facebook Page Name
 Short description
 Long description
 As hash tags (example: #newlisting)

15. www.fb.com/username

16. Top Timeline Mistake
Not completing “About” info

17. What we learned
Branding: A very important aspect in being
recognized and staying top of mind in a busy world
SEO: Killer important to be searchable, both in the
info in the Page Setup and in the posts you make

18. Strategy Two
Social Media Content
Because knowing what
to say is half the
battle!

19. Three Types of Content
Educational
Empowering
Entertaining

20. Where do you find content?
Google Alerts
Lumentus Social
Greenhouse
FB/AllthingsBHGRE
BHGRELIFE
Realtor.com
- Brand Matters

21. Educational Content
10-15% of your content
The Educate component of content helps people to
understand things more than they did before they
consumed your data.
Straight informational tidbits:
 terminology clarification
 market trends
 economic updates
 processes in your business

22. Remember . . .
Clients appreciate the information that you
provide about your industry, but don’t forget to
include your own opinion about the content
when you post it.

23. Empowering
50-60% of your content
Give a bit of your expertise away for free, thus
empowering your clients/fans/followers to make
more educated decisions, plan more effectively for
the process, etc.
Empowering content allows your clients to not only
learn something, but to apply it without necessarily
needing to hire you first.

24. Give Expertise Away for Free?

25. Entertaining Content
25-40% of your content
By “Entertain” it’s not
about dressing up like a
chicken or doing
something silly.
It’s all about content that
piques the interest of
people reading it, and
engages them at a more
common level.

26. Entertaining Content
Entertaining can also
have to do with what is
called “Little bits of you-ness”.
Talk about your passions,
your interests – keep it
human above all else
A page that is only listings
or real estate will be a
dead page very quickly….

27. Content Mapping

28. Content Mapping
Examples of major trunks/categories:
Buyers
Listings
Finance/Legal
Community/Farm areas
Demographic focus
Product (condo, retirement communities, etc.)
Relocation

29. Content Mapping
Examples: Branches/Posts for “Buyers”
How to walk through a house (kitchen, bathroom, basements, etc.)
Needs vs. Wants vs. Wishes
What conditions to include
Dealing with multiple offers
Assessing the neighborhood for a good match
To buy old or new: the debate rages!
Looking past the staging: is the home okay?

30. Content Mapping
The content map is best for the Educational and
Empowering Content
But Entertaining content is still vital!

31. Entertaining Content
Your personal stories and interests
Motivational quotes and messages
Business leadership ideas
Funny MLS photos
Books, movies, theater
Social good/Giving Back
Local community stuff
Your personal sense of humor!

32. How to Start
Conversations
Have no fear!!

33. Conversations starters: Facebook
Photos with a question (Facebook in particular
LOVES questions!)
Asking for the Like, Comment or Share
 Like if you agree
 Click LIKE if
 Like/Dislike
One word to describe…
Fill in the blank (The only thing missing in this
picture is ________________”

34. Top Ways to Engage Fans
Create
posts that
spark
conversati
on or
create
emotion

35. Top Ways to Engage Fans
Let your
fans offer
opinions
and give
feedback

36. TopWays to Engage Fans
Have a
clear call to
action – Tell
your fans
what you
want them
to do!

37. Video . . . Period

38. The only thing missing is . . .

39. When to post

40. Sunday Night and daily

41. Strategy Three – Likes to Leads
Conversion: Beyond
the Conversation
Three Conversion
Tactics:
 The Reach Out
 Creating the Meet ‘n
Greet
 ASK – GIVE – REPEAT

42. Beyond the Conversation
Conversion happens
when you turn the
conversations you have
on your networks into
in-person relationships
with meaning…and a
future
To convert, it requires
effort – yes, time and
some work from
you…but the payoff is
huge

43. The Facebook Reach Out
The Facebook Reach Out: Clients that are Friends on
Facebook
Make a list of your clients on Facebook
 Send them a private message (do not post publicly on
their timeline)
 Include:
• Short greeting
• Value statement (particularly focusing on the points of pain you
solve and your overarching value)
• Invitation to connect in person – or at least by phone

44. Create Lists or Interests

45. Facebook Reach Out
Sample Friend Message:
Hey Sam! I’ve enjoyed your posts on Facebook and keeping in
touch in this busy world of ours. Speaking of which, I’ve pulled
together some very interesting information about how you can
improve the value of your home – which is helpful whether
you’re in the market or not. I value your business and want to
keep up my promise to always help you achieve your goals. I’m
free this Thursday afternoon if you want to grab a coffee, or a
call if your time is tight.
Chat soon!
Bill

46. List of Clients/Friends

47. Send Message

48. Facebook Reach Out: Businesses
Businesses on Facebook (clients or referral options)
 If you know businesses, or have businesses locally that
can be a referral source…
 Make a list of the local businesses, networks, etc. that
you believe could help you build your business
• Message their Business Page on Facebook if they have one
• Include a message about how you value them in the area, or
other indicator of your relationship
• Show how referring business to YOU will help THEM
• Like their page

49. Business on Facebook
Businesses on Facebook Sample:
Good morning, Jill. It was a pleasure to meet you the other day. I
work in real estate but one of my passions is creating better
connections within our neighborhood, like letting people know
more about your business and helping you get more customers
through your door! I will be doing a profile on local businesses
and would love to interview you, so I can help let people know
more about you. I’m free this Monday afternoon (which I hope is
a good time for you!). I’ll swing by and if it’s not a good time, we
can set one.
Looking forward to building a tighter network in our community
with you!
Bradley

50. Like as your page!

51. Conversion: Meet ‘n Greet
Your fans and followers are not just ghosts – they’re
real people, looking for real answers
Give them a reason to come out and meet you
If you farm a specific community it’s almost a
requirement for you to develop personal
relationships with the residents

52. Conversion: Meet ‘n Greet
Some ideas to get you past “You mean I have to
actually MEET these people???” 
 Summer:
• Independence Day Fireworks/Picnic in the Park
• Beach Day (supply some games, beach balls, sand toys, etc. –
with stickers with your name on them!)
• Garage Sales – Community sales, donations of some of proceeds
to go to charity
• Street Party sponsorship
• Throw your own party – or sponsor a community one!

53. Conversion: Meet ‘n Greet
Fall
 Great Pumpkin Giveaway
• Give a pumpkin to kids in a school (small ones!)
• Meet in the park, near a play structure!
 Garden Bags with Tips on getting ready for winter
 Dogapalooza
• Showcase their pets and everyone gets a prize
• Fun events, obstacle course for the pets
 Co-sponsor an event with a local business and get twice
the value!

54. Conversion: Meet ‘n Greet
Winter:
 Wine ‘n Cheese
• See if a you can do this locally in someone’s home…even your own if
you live and work in your farm area
 Tent with hot chocolate at the Santa Claus parade
• Send families away with chocolates with your name on it
• Bonus gift if they follow you on social media or if they follow you on the
spot!
 Sponsor tobogganing, or other winter sport at the local centre (if
permitted)
 Create a “Secret Santa” promotion online, and then have a date for
everyone to exchange their gifts

55. Conversion: Meet ‘n Greet
 Spring:
• Great Dirt Event: Give away dirt for gardens (…with small garden
tools with your name on them!) – or small plants, tools, etc.
– Meet everyone at a meeting place so you get to know them
– Offer refreshments
– Bonuses if they mention that they follow you
– Bonuses if a non-follower instantly follows you standing right
there!
• Lawn Bags and Garden Tips: Tent Event
– Come listen to some gardening tips and get free lawn bags, or
other giveaways
• Family Events
– Community centre or park environment
– Sponsor the school “end of year” parties

56. ASK – GIVE - REPEAT
What are people looking for from you?
In one word: VALUE
The next process we will cover is providing incredible
value to your fans…to turn them into profitable
clients

57. ASK
On your social networks (this works particularly well
on Facebook and LinkedIn), simply pose a question…
Ask your clients what kind of information they would
like to know about their home
…And don’t just make it about “real estate” – you
sell HOMES and life happens in the house!

58. ASK – How to ask to get the right
answer
Post on Facebook something like this:
“If you could pick one thing about your home that
you’d like to know more about what would it be?
Some suggestions: Improving the value through
reno’s (kitchen, bathroom, landscaping…); Creating a
more efficient home; or understanding more about
how to get the most out of the real estate
experience. I want to help you get MORE from your
home – whatever that means to you! Post your
comments below or message me!”

59. ASK
Some additional examples to help them get started
in providing you their answers:
 Home organization
 Improving the value of their home – one room at a time
(break it down room by room so you know where they
want to focus)
 Things happening in their neighbourhood
 Understanding how real estate REALLY works
 Time Saver Tips
 Market Updates specific to their neighbourhood or area

60. ASK
Your “ask” question must somehow
address what you believe their
points of pain are…because if you
do, they’ll have an answer ready for
you!

61. GIVE
Now that you know what they want, prepare the
simple document (or if you’re ahead of the game,
pull it out of the arsenal that you have already
developed)
The document itself could be any of the following:
• Cheat sheets
• Checklists
• Short eBook
• “Top Tips” Sheet
• Fact Sheet

62. Use Guides in Greenhouse

63. GIVE
Post on your networks that it’s ready, and in order to
get it they need to privately message you their email
address and you’ll send it to them right away!
Here’s a sample:
“By popular demand, the “Top Tips for Improving
the Value of your Home: Kitchen Edition” is ready!
Click on the “message” button on this Page and send
me your email address so you can get it and start
building REAL value in your home today!”

64. GIVE
This step proves you to be someone who has your
fan’s interests at heart…
And you get that all-important email address!
Add that email address to your CRM or email
database….and then…..
Don’t Send it Yet! There’s one last step….

65. REPEAT
The “Repeat” part of the process happens
simultaneously with the “Give” because when you
send it to them, ask them what they’d like to see
next.
Again, you might want to reiterate some ideas to get
their juices flowing because it’s easier to pick from a
list than to come up with new ideas off the tops of
their heads

66. REPEAT – Sample Email
“Hey John! I’m so happy to provide this “Top Tips” sheet to help you get
the most from your biggest investment – your house!
I don’t just like to stop here, because as you know, there are so many
aspects of a house to think about! Along that line, if I could supply you
with another checklist, or “Top Tips” sheet, what would you like to see?
Here are some ideas I’ve come up with, but by all means provide me
with your own!
(supply examples…)
I hope this Top Tips sheet provides you with the value you are looking
for…and I look forward to chatting with you one day!
Marc

67. REPEAT
And now you know exactly what they would like to
get next…and they’re just waiting for you to deliver
it!
Frequency: I recommend once per month
Facebook: Max engagement before 9am and after
8:30pm

68. Caveat….
Closing a deal or getting a new client does
not happen in one touch: 80% of closes
happen after a grand total of 12 touches!

69. Caveat….
Regardless, you need to ensure
you have a solid email system
to move your new email
addressees into clients
Put their email addresses in
the BHGRE CRM!

70. Homework
Make a list of the clients or businesses you think you
can contact as part of a “reach out” program
Think of at least one “event” or gathering you can
create to physically meet your target audience
Develop at least 5 documents/cheat
sheets/checklists that you can offer as part of the
ASK-GIVE-REPEAT process

71. THANK FOR
ATTENDING!
@amychorew
Amy.chorew@realogy.com