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Director of Web Marketing and Social Media for Terra Holdings Matthew J. Leone briefly speaks about the role of social media in real estate.
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#SocialMedia October 15, 2014
#MatthewLeone
Director of Web Marketing & Social Media For Terra Marketing
In-House Advertising Agency for Halstead Property & Brown Harris Stevens
#AboutMe
Eleven Years Experience Past Experience in Real Estate and Sports Marketing
Direct a 23 member in-house marketing agency Member of Leading RE Companies of the World Technology Advisory Council
Member of Inman News Advisory Committee
#HalsteadSocialStats
Twitter – 48,000 followers Facebook – 21,000 likes
Instagram – 9,900 followers LinkedIn – 3,000 followers Pinterest – 7,000 followers
YouTube – 7+ Million Views & thousands of subscribers Also on Google+, Foursquare, and Flickr
100,000+ Social Following
#HalsteadSocialStats
In addition to Streeteasy, Trulia, NY Times.com, & Zillow
In the Top 10 Sites - Referral Traffic to Halstead.com
4. Facebook 8. Twitter
#WhySocial?
Provides a way to further connect with your local clients, build trust, and spread your
marketing through friends of friends.
#WhySocial?
It is free
It has become a business norm for communicating Can show up high when someone “Googles” you
Two-way conversation It is measurable It is in real time
#WhySocial?
#WhySocial?
NAR says 91% of realtors use social media
Jim Keenan, Social Sales Research, found 72.6% of salespeople who used social media for selling
out-performed those not using
My C’s To Social Success
Connection
Cell Phone
Commitment
Content
Conversation
Courteous
Conversion
#Content
Pictures speak louder than words Video speaks even louder Speak of your successes
Don’t hard sell Be a neighborhood expert and ambassador Schedule your posts weekly but check daily
Snackable and Valuable Engage them
Hyperlocal Don’t be afraid to promote posts
#Social Medium Keys
By far the most popular & easiest medium for people to connect with their friends & family online
#WhyFacebook?
Ability to connect w/ personal/business sphere of influence Greatest likelihood to connect with your sphere
Allows you to monitor lifestyle changes of your sphere.
#FacebookStats
1.23 Billion Active Users
800 Million Log into Facebook Daily 59% of millionaires use Facebook
21 minutes per day average active user spends on facebook
#FacebookMustDos
Create a Business Page Away From Your Personal Page
Add Professional Headshot/Business Photo and Neighborhood Cover Shot Post 1-2 Times A Day
Short posts less than 80 characters get 26% more traffic Questions get 110% more comments
Comment / Share / Like 5 Times As Much as Posting
#FacebookSuccess Wow Factor Photos
Or Fun Facts
#FacebookSuccess DIY Videos Speaking
To Your Audience Or
Post on YouTube or wellcomemat.com
iStabilizer $10 on Amazon
Eco Fuse Lens Kit for Smart Phones $15-20 on Amazon
#FacebookSuccess Personal Success Zestimate or Avg Price
or Asking Price
#FacebookSuccess Blog Lists
(Tumblr or Wordpress)
#FacebookSuccess Local Tips
Best Places to _____ Best Places to Eat Best Places to Shop Best Deals in Stores Historic Spots Local Events & Festivals Local Sports Teams Local Charities Hidden Gems
#WhyTwitter?
Ability to speak outside your sphere of influence in real time
Text Message with a BCC to the world Creating content takes very little time.
Following similar facebook rules but even shorter posts Can post several times a day
#TwitterStats
271 Million Ac,ve Users Largest Group on Twi;er -‐ 25-‐44 year olds
• 24% of Twi*er users are 25-‐34 years old • 22.5% of users are 35-‐44 years old
#TwitterStats
#TwitterStats
Average :me spent on Twi*er once logged on is 36 minutes
#TwitterStats
New York City City with Most Twi*er Ac:vity in World
#TwitterStats
New York City 2.6 Million Ac:ve Users
#TwitterStats
Manha*an Has The Most Twee,ng Per Square Mile
Basic Needs to Know
1. Get a*rac:ve photo as background 2. Men:on Company Twi*er name in bio 3. Link to your agent page 4. Men:on the area you work as loca:on 5. Use same facebook professional headshot as avatar
Follow
1. Follow those in your contacts or that are connected with you on facebook
2. Follow your interests and news outlets 3. Follow those you feel are your influencers 4. Follow your fun outlets to keep it a mix of some light 5. Follow my custom list created just for you
@ma*hewjleone
It is the Yelp for Real Estate Professionals, clients check your reviews/credentials
Perfect place to farm your recommendations and endorsements Provides credibility to the agent
Posting Business Content is growing as a viable social medium following similar facebook rules
Basic Needs to Know
1. Get a*rac:ve professional photo as background 2. Linkedin Premium allows a cover photo and more
access 3. Link to your agent page 4. Men:on all past work experience and link with
current company business page 5. Connect with your contacts 6. Push your contacts to this
#WhyVideo
Cisco found that video accounts for 70%
of global internet traffic in 2014
YouTube is the world’s second largest search engine. Behind Google, in front of Yahoo, Bing, and Ask.com
Video is the most shared content on Facebook
2012 28% of Video Watching is on smart phones &
tablets
2014 Number now at 52%
2007 – Launch of Halstead ProperTV US Companies were spending $140 Million for Web Video Production in their budgets
2012 – 1300 Videos, 5+ Million Total Views AdWeek Projects $3 Billion to be spent by end of 2014 on Web Video Production
1400% Increase in 5 Years
It is Viral. It is Affordable.
It Attracts the Foreign Buyer. It is Differentiating.
It is Engaging. It is Effective.
It is a Virtual Open House. It is a Virtual Pitch.
A Video is Worth a 1000 pictures.
PROPERTY VIDEO
AGENT VIDEO BIOS
NEIGHBORHOOD TOURS
MARKET REPORT OR VLOG
HOW TO VIDEOS
Most Watched Content on YouTube
VIRAL VIDEOS
Every King Needs a Castle Video 110,000 views in 6 days
Covered by hundreds of media outlets
Every King Needs a Castle Video 35,000 views in two weeks
#WhyInstagram?
Next year smart phones will be our primary web tool beating our PC/Mac
200 million active users 90 million photos uploaded per day
Quick way to share photo and get reaction
#InstagramMustDos
Show attractive or creative images only
Great for details of homes Have to properly hashtag in description
Be consistent in use of filters
#MostPopularHashtags
#home #house
#newhome #realestate #housing
#homeowner #househunting #(Insert City)
#(Insert Type of Property) #(Insert Amenity)
#InstagramVideo If you want to do in 15 seconds or less highlight the best selling feature of the home
Or Use Hyperlapse for the view Have These Posts Auto Feed to Twitter and Facebook
@matthewjleone
q&@
