Getting Social in Real Estate A Strategic Approach to Using Social Media for Sales & Marketing
Michael CunninghamSocial Media Manager, RealPageManaging Editor,PropertyManagementInsider.com
www.propertymanagementinsider.com
Agenda• Create the Center of Your Universe• Facebook• Twitter• LinkedIn• Rules of Engagement
The Age of Connections
Before you can walk…CREATE THE CENTER OFYOUR UNIVERSE
Quality Rental Content• Professional Rental Content – Property Titles & Descriptions – Brochures – Email or Newsletter ...
Quality Owner Content• Content Information – Articles & Blog Posts – Announcements • Events, News, Rentals – Whitep...
Rental Content
Owner Content
Other Content
Who is Your Customer? Demographic Location Service Exp. Mobile/Social Younger w...
Why are You Doing Social Media?• Increase leads at a lower cost• Present yourself as a thought leader• Engage customers, p...
Let’s Review• Before going social you need: – A website – Content – Know who your customers are – Why you’...
The Big Three• Facebook- more than 900 million users• Twitter- more than 500 million users• LinkedIn- more than150 million...
FACEBOOK
Facebook Fan Page Considerations• Strategic objective• Number of posts per day• Determine the type of relevant content you...
Facebook Fan Page Considerations
Examples of Facebook Fan Page Content• Available Rentals• Photos & Videos• Blog Articles• Press Releases• Events...
Determine the key Facebook Metric Vs.
Tips for Engagement• Publish useful tips or facts• Engage in social conversations• Ask questions• Have fun• Soci...
Photos driveengagement onFacebook
TWITTER
Twitter Considerations• Promote your content• Promote other (relevant) content (think local)• Listen to relevant con...
Twitter Considerations
Search.twitter.com
Determine the key Twitter Metrics• Followers• Mentions• Retweets• Retweet Reach• Replies Reach• Number of list...
LINKEDIN
LinkedIn Considerations• Strategic Objective• Join relevant groups and participate• Create your own group• Monitor...
LinkedIn Considerations
LinkedIn Considerations
Determine the Key LinkedIn Metrics• Followers• Number of members in your group• Number of discussions you participat...
The Rules of Social Media Engagement
General Rules of Engagement • Use your common sense • Mind your manners • The Internet is a public space • Honesty about w...
Specific Rules of Engagement • Be helpful • Use the 80/20 rule: 80% of the time be helpful, 20% of the time self promote ...
Create a Social Media PolicySource: Dellhttp://dell.to/KCnoPc
Questions? Thank you!michael.cunningham@realpage.com
A Strategic Approach to Using Social Media for Sales & Marketing
A Strategic Approach to Using Social Media for Sales & Marketing
A Strategic Approach to Using Social Media for Sales & Marketing
A Strategic Approach to Using Social Media for Sales & Marketing
A Strategic Approach to Using Social Media for Sales & Marketing
A Strategic Approach to Using Social Media for Sales & Marketing
A Strategic Approach to Using Social Media for Sales & Marketing
A Strategic Approach to Using Social Media for Sales & Marketing
A Strategic Approach to Using Social Media for Sales & Marketing
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A Strategic Approach to Using Social Media for Sales & Marketing

Presentation to the Greater Dallas NARPM Chapter where I shared strategies everyone should consider that will hopefully give you a better chance to succeed when using social media. Content Sources: Social Media Tactical Plan by Marketo: http://www.marketo.com/b2b-marketing-resources/best-practices/video-social-media/social-media-tactical-plan.php Dell Social Media Infographic: http://dell.to/KCnoPc Prandi Property Management: http://www.prandiprop.com/ Other references: www.mynewplace.com, www.propertyware.com, www.realpage.com, www.propertymanagementinsider.com
Published on: Mar 3, 2016
Published in: Technology      Business      
Source: www.slideshare.net


Transcripts - A Strategic Approach to Using Social Media for Sales & Marketing

  • 1. Getting Social in Real Estate A Strategic Approach to Using Social Media for Sales & Marketing
  • 2. Michael CunninghamSocial Media Manager, RealPageManaging Editor,PropertyManagementInsider.com
  • 3. www.propertymanagementinsider.com
  • 4. Agenda• Create the Center of Your Universe• Facebook• Twitter• LinkedIn• Rules of Engagement
  • 5. The Age of Connections
  • 6. Before you can walk…CREATE THE CENTER OFYOUR UNIVERSE
  • 7. Quality Rental Content• Professional Rental Content – Property Titles & Descriptions – Brochures – Email or Newsletter Subscriptions• Media Content – 3D Floor Plans – Video Walkthrough – Professional Photos
  • 8. Quality Owner Content• Content Information – Articles & Blog Posts – Announcements • Events, News, Rentals – Whitepapers & Surveys – Testimonials & Press Releases• Media Information – Videos – Podcasts – Info Graphics
  • 9. Rental Content
  • 10. Owner Content
  • 11. Other Content
  • 12. Who is Your Customer? Demographic Location Service Exp. Mobile/Social Younger working Interested in Lower expectations Lighter usage of class families that proximity to schools, of the sophistication mobile and social in are starting out with activities and of services provided. their daily lives as fairly limited convenient retail compared to other disposable income options. demographics.
  • 13. Why are You Doing Social Media?• Increase leads at a lower cost• Present yourself as a thought leader• Engage customers, prospects, and influencers• Better understand, identify, and engage potential customers• Improve customer service and satisfaction
  • 14. Let’s Review• Before going social you need: – A website – Content – Know who your customers are – Why you’re going into social media
  • 15. The Big Three• Facebook- more than 900 million users• Twitter- more than 500 million users• LinkedIn- more than150 million users
  • 16. FACEBOOK
  • 17. Facebook Fan Page Considerations• Strategic objective• Number of posts per day• Determine the type of relevant content you’re going to share• Promote upcoming events (create them in the events tab if applicable)• Engage with customers, prospects, and influencers• Can your website easily be found
  • 18. Facebook Fan Page Considerations
  • 19. Examples of Facebook Fan Page Content• Available Rentals• Photos & Videos• Blog Articles• Press Releases• Events & Announcements• Promotions• Testimonials• Awards & Honors
  • 20. Determine the key Facebook Metric Vs.
  • 21. Tips for Engagement• Publish useful tips or facts• Engage in social conversations• Ask questions• Have fun• Social etiquette – Reply to and acknowledge others comments – Say “thank you” & like their posts – Introduce yourself (photos)
  • 22. Photos driveengagement onFacebook
  • 23. TWITTER
  • 24. Twitter Considerations• Promote your content• Promote other (relevant) content (think local)• Listen to relevant conversations• Contribute to relevant conversations• Build a reputation as being helpful• Does your Twitter bio make it easy to find your website?
  • 25. Twitter Considerations
  • 26. Search.twitter.com
  • 27. Determine the key Twitter Metrics• Followers• Mentions• Retweets• Retweet Reach• Replies Reach• Number of lists you’re on• Number of potential prospects sent to sales• Number of Posts
  • 28. LINKEDIN
  • 29. LinkedIn Considerations• Strategic Objective• Join relevant groups and participate• Create your own group• Monitor and participate in Q&A• Build a reputation as being helpful• Is your profile complete and informative?
  • 30. LinkedIn Considerations
  • 31. LinkedIn Considerations
  • 32. Determine the Key LinkedIn Metrics• Followers• Number of members in your group• Number of discussions you participate in• Number of questions you answer
  • 33. The Rules of Social Media Engagement
  • 34. General Rules of Engagement • Use your common sense • Mind your manners • The Internet is a public space • Honesty about who you are • Respect and humility in all communication • Awareness that what you say is permanent
  • 35. Specific Rules of Engagement • Be helpful • Use the 80/20 rule: 80% of the time be helpful, 20% of the time self promote • Make sure you know the facts before posting • Don’t share confidential information • Respect the privacy of offline conversations • Your actions and words reflect on your company
  • 36. Create a Social Media PolicySource: Dellhttp://dell.to/KCnoPc
  • 37. Questions? Thank you!michael.cunningham@realpage.com

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