U.S. adults who use
social networking sites
– 96% of them are on
Facebook.
2
“Social should be baked
into everything you do,
not added at the end of
a campaign or done on
the side” – Facebook (Best Practices
Guide)
Facebook Personal Profile
• It can’t be all about real estate
• Be you, be authentic
• Act like you would at a dinner party
• Reconnect with friends and
colleagues
4
Facebook Business Pages
• Your posts show up in your
members newsfeed
• People can “like” your page and
not have to friend you
• Opportunity to showcase your
expertise in real estate and the
community
Facebook.com/pages
5
Facebook Groups
• Users have to be approved to join
• Generally, more conversation
happens in groups because of
privacy
• Downside, your posts do not
show up in your members
newsfeeds
Facebook.com/groups
6
7
8
9
10
11
12
Key to Lead Gen on
Facebook: STRATEGY
Know your story
• What is your unique voice?
• What is your brand?
• How can you bring your social
media platforms to life in a
compelling, authentic and personal
way?
15
Facebook lead generation does not
happen without engaging content!
19
50% of the reasons why Facebook
pages and groups fail are lack of
engagement.
To be successful, you need to learn how to
create a conversation and get feedback from
your clients and fans
Ask Questions
Are you going to the the holiday
event downtown this weekend?
Click “LIKE” if you are!
QUICK POLL: Have you lived in
your house for 5 or more years?
What is the #1 thing you love
about (your city)?
It is as simple as a….
How Do You Create 30 Days
Worth of Content?
Ask yourself:
• What do I love the most about real
estate? (why do I do what I do)
• Why do I love this community?
24
Content Grid
Local
Real
Estate
Na-onal
&
State
Real
Estate
Local/Community
Personal
Interests
A
lis&ng
–
favorite
feature
of
the
Compare
home
prices
–
how
School
holiday
calendar
Local
hometown
hero
home
much
home
can
you
get
for
____
Story
of
a
past
client
Economy
update
Downtown
holiday
dates
Local
sports
team
Neighborhood
#1
How
the
recession
is
affec&ng
Best
place
to
get
a
burger
Favorite
pizza
joint
____
Neighborhood
#2
Ar&cle
from
state
associa&on
Why___
is
a
great
place
to
live
Favorite
coffee
house
Neighborhood
#3
Ar&cle
from
NAR
(Realtor
Elementary
school
boundary
info
Favorite
winery
Magazine)
Local
market
stats
Ar&cle
from
Inman.com
Story
of
a
reloca&on
client
Coolest
place
to
get
away
Home
improvement/&ps
Ar&cle
from
WSJ.com
Story
of
giving
back
Pets
w/
link
to
local
vet
Facebook Conversion Tabs
Give people a reason to “like” your
page and creation action: generate
an email address (a.k.a. a lead!)
• LeadConversionApp.com
• ShortStackApp.com
Over
60%
of
the
people
who
click
“LIKE”
to
InmanNext
also
give
us
their
email
address
Facebook
Conversion
Tabs
Facebook
Conversion
Tabs
Facebook
Conversion
Tabs
Growing Your Social Media
Channels
5 Must-Do’s
• Suggest people like your page
• Add social icons to your site
• Email signature
• Email – mention in email newsletter
• Send out special – give them a reason why
Growing Your Social Media
Channels
Facebook Ads
• The most successful Facebook ads I’ve run are ones
promoting my page
• Target neighborhoods, people of a certain age, employees of a
certain company
Contests
• Case study: The Geeky Girls: 200% increase in “likes” to their
page
• Bookshaka.com
Events
• Agent
Reboot
NYC
Jan.
10th
2012
|
agentreboot.com
• Real
Estate
Connect
NYC
Jan.
11-‐13th
2012
|
RealEstateConnect.com
Contact
Me
Ka&e
Lance
inman.com
@Ka&eLance
or
@InmanNews
facebook.com/InmanNews