Did you ever go to a school dance? Was it awkward for you? Were you paralyzed by the fear of having to dance with a classmate, the fear of being rejected, the fear of embarrassment?
The current Internet environment can be a lot like that sometimes.
Let’s face it, if you are a real estate agent who is surveying the current Internet landscape and trying to figure out what your next step is going to be, it is very easy to get confused and to suffer paralysis.
The Internet provides so many marketing opportunities that the choices can sometimes seem overwhelming. Sure, you may have your own personal website, complete with all the bells and whistles (content management, SEO optimization, user registration, customized property search, lead generation, etc.) but you want more. You want to be on the bleeding edge of technology, innovating and moving your business forward. In short, you want to dance, but choosing the right partner can be difficult.
You may have heard of social media (or user-generated content). Even if you haven’t, you are sure to have heard of its examples: YouTube, Twitter, Facebook, MySpace, Second Life, blogs, and wikis, just to name a few. The expansion of social media is the latest and greatest phase of the Internet. Because of this, it should at least be on the radar screens of real estate agents who are interested in more completely leveraging the power of the Internet to grow their business.
Since the social media options can sometimes be so overwhelming that brain freeze can quickly occur, I thought that it might be helpful to offer what I think is a basic primer on using some of these sites to benefit your business. This is a basic primer, designed just to expose you to sites that can be of some benefit, and also sharing strategies for realizing that benefit. This is not meant to be an exhaustive review by any means, but is should be enough to put you on the road to building meaningful relationships with clients, customers, prospects and other professionals.
If the Internet is like a dance, then your song is about to come on. . .
The Philosophy Behind Social Media
The first thing that you need to understand about the social media movement is that it is built around relationships. Social media sites exist to foster conversation between people. The people who use these sites want to engage with others, not just experience one-way communication.
The majority of traditional real estate marketing is one-way (i.e. look at my listings, read about my service, visit my website). Social media sites are different. The expectation of people who use these sites is that they will have a part in the conversation. The good thing about this, for agents, is that it enables agents to cultivate relationships with people. Rather than marketing to prospects, you can converse with them and build trust in a more natural and meaningful way. Traditional Internet marketing takes your hand and says, “dance with me!” Social media sites offer a hand and ask, “shall we dance?”
4 Resources You Can Use RIGHT NOW to Build Meaningful Relationships
1) Blogging— You are reading a blog right now, but you probably knew that. The reason that blogs can be beneficial to agents is that you can use the blog as your own personal slice of the Internet to show people what you are really about. A blog gives you a way to share your insights and expertise with people as often as you would like. At the most basic level, a blog gives people a way to meet you before they ever meet you face-to-face.
How to use your blog: Use it as a way to converse with and inform your readers. Your goal should be to share with them your insights, opinions and experience is such a way that benefits them. After writing a few posts, and receiving a few comments, you will find that you will be learning just as much as you are sharing.
How NOT to use your blog: To advertise listings. There are plenty of other ways to do that. If you really want to use a blog for advertising your inventory, create a separate blog for such a purpose. I did just that.
2) Facebook: Facebook was a sight that was originally created as a way for college students to communicate with each other more easily. Originally the exclusive domain of colleges, the site has since been opened to anyone with an email address. That means you. Facebook is a social-networking site that allows you to share as much or as little information as you want with others, but especially your “friends.” Aside from being a cool place to find friends, former classmates and colleagues, Facebook can also be a valuable business tool.
How to use Facebook: Use it to establish yourself as an expert in your community and build relationships with people you already know and also with potential clients. If you are looking for great ways to use Facebook for business, you can find some here, and some real estate-specific possibilities here and here.
How NOT to use Facebook: Remember that if you are going to use one Facebook profile for both business and personal use, anything that you put in your profile should be appropriate. You may have had a great time at that party the other night, but do you want your real estate clients and prospects viewing that photo of you with a lampshade on your head?
3) LinkedIn: LinkedIn is like the big-business brother to Facebook. While Facebook is a personal social networking site that people use for business, the explicit purpose of LinkedIn is to foster business networking. It isn’t quite as social as I would like it to be, but their Q&A section can be a great resource for learning. The basic purpose of LinkedIn is to start a profile and link yourself to other professionals, thereby increasing your overall network by degrees. I have linked myself not only to other real estate professionals, but also to any of my clients who have profiles. The networking potential is enormous.
How to use LinkedIn: Build as detailed and creative a profile as you can. This will be people’s first impression of you. Answer as many questions as you can on the message boards as a way of making additional contact by sharing your experience and expertise. Who knows, you may even be able to leverage your network to create new business opportunities.
How NOT to use LinkedIn: Don’t spam people, and don’t use it to advertise your listings (again). Like all the others, LinkedIn is a networking site, not an advertising outlet. Engage people and become part of the conversation.
4) Twitter: Twitter is a site that I recently started using. It is essentially a micro-blogging platform. While many people use it just to publish status updates (telling people what they are doing at any given moment), the site has possibilities far beyond that. The most valuable feature of the site is the ability to follow the tweets of others. Find some interesting people, and you will have insight into what is catching their attention. A lot of news breaks on Twitter, since it can be disseminated instantaneously. Also, by using “@” replies, you can actually converse with people, like the chat rooms of yore. Right now, there isn’t a tremendous real estate industry presence on Twitter, but I hope that will change.
How to use Twitter: Read this first. I am sure, however, that there are plenty of other innovative uses for the site as it pertains specifically to real estate. Most of them are going to require building a cadre of followers for your tweets, so you are going to need something interesting and compelling to follow, first.
How NOT to use Twitter: While the original purpose for Twitter was to answer the question, “what are you doing?” Don’t get carried away. No one wants to know when you are going to grab a cold one from the fridge. If you are doing something that you think people may find interesting, than tweet away. Oh yeah, “I just listed ‘such and such house’ today,” does not qualify as interesting. Tweets are limited to 140 characters, so choose wisely.
Get Out on the Dance Floor
Those are just 4 social media resources that I think are valuable. There are plenty of others. I included these because I have personal experience with them. Doing just a little bit of research will yield plenty of other possibilities. My advice is to pick a few and use them faithfully for a while. Only use as many as you can effectively manage. That is why I use the 4 listed above. Any more than that would get a bit unwieldy for me. I like them, and I have experienced some degree of success with all of them.
The main thing to remember is that social media is about building relationships. In order to do that, you need to do something. Maybe you just start a blog and see how it goes. Maybe you build a Facebook profile and find some groups that are interesting to you. Whatever it is, believe me when I tell you that your colleagues, friends, clients and prospects are out there socializing right now.
Remember those school dances? If you have been standing on the wall, waiting for the music to change, the time for waiting is over. Now is the time to dance!
Facebook’s Résumé takes another shot at LinkedIn
(SOCIAL MEDIA) Facebook took another swipe at LinkedIn by introducing a new Résumé feature.
Any job hunter is likely familiar with the little section somewhere during the application process where you’re asked to enter in social media information. Thankfully, Facebook is usually an optional field.
While I try to keep what the public can see of my social media profiles toned down enough as to not cause my grandmother to blush, I’m still not quite comfortable sharing my profile with prospective employers.
I’m sure many out there feel the same, and Facebook knows this.
Tinfoil hat theories aside, LinkedIn may be shaking in their boots as Facebook begins to advance their growth in the professional sector in their pursuit of social media domination.
Facebook has begun experimenting with a new Résumé/CV feature that works as an extension of your standard “Work and Education” section on a Facebook profile page, allowing users to share work experience in more detail with friends and family but most importantly: potential employers.
Luckily, the new Résumé/CV feature won’t be sharing personal photos or status updates, but will rather combine all the relevant information into a single, professional-looking package.
So far this feature appears to be rolled out to a small number of users, and it’s unclear when it will be officially launched, but this isn’t the first time Facebook has dipped their toes in the waters of the job sector, or took a jab at LinkedIn.
Several months ago, Jobs was launched, a feature that allows Business Pages to post job openings through the status composer, and keep track of them on their Page’s Jobs tab.
A Facebook spokesperson commented on the intent behind the new Résumé/CV feature, “At Facebook, we’re always building and testing new products and services.
We’re currently testing a work histories feature to continue to help people find and businesses hire for jobs on Facebook,” and so this is just the beginning of Facebook’s plan to become a one-stop-shop and create a more seamless way for people to find and get jobs.
Tag photos, connect with friends, order food?
(SOCIAL MEDIA) Facebook seems to be sprawling into every nook and cranny of life and now, they’re infiltrating food delivery.
Facebook is now bringing you food! Although, no one was really asking them to.
In the age of Instagram and Snapchat, Facebook is attempting to transform into more than just a social media platform. They have partnered up with food delivery services to help users order food directly from their site.
They hope to streamline the process by giving users a chance to research, get recommendations and order food without ever leaving the site.
Facebook has partnered with their existing delivery services including EatStreet, Delivery.com, DoorDash, ChowNow and Olo in addition to restaurants to fast track the process.
The scenario they imagine is that while scrolling through the newsfeed, users would feel an urge to eat and look to Facebook for their options.
After chatting up friends via Facebook Messenger to ask for the best place to go, users would visit the restaurant’s page directly, explore their menu and decide to order. When ordering, you will have the option to use one of the partnered delivery services either with an existing account or by creating a new one.
The benefit is you stay on one site the entire time. With the time you save, the food can get to you faster, which is a plus for everyone.
Assuming that people already live on Facebook 24/7, this seems like a great update. If you like getting recommendations from your favorite social media resources, it’s even better.
The problem is that in recent years their younger audiences have dropped off in favor of other sites. Regardless of what they think, not everyone is flocking to Facebook for their every need.
My guess is that this service will benefit those already using Facebook, but is less likely to draw new audiences in.
Adding more services may not be the key to success if Facebook can’t refine their other features. They have already been criticized for their ad reporting practices, though they seem to fix everything with a new algorithm.
Facebook has continued to stray away from their original intent, and food delivery won’t be their last update.
Facebook wants to be everything, but not everyone may want the same.
Hate Facebook’s mid-roll ads? So does everyone else
(SOCIAL MEDIA) Those pesky ads that pop up in the middle of that Facebook video, aka mid-roll, seem to be grinding everyone’s gears.
In an ongoing effort to monetize content, Facebook recently introduced “mid-roll” ads into videos by certain publishers, and it has now been testing that format for six months. If you aren’t a big fan of those ads interrupting your content consumption experience, you aren’t alone; publishers aren’t crazy about them either.
In a report on the program, five publishers working with Facebook’s new mid-roll ad program were sourced and all five publishers found that the program wasn’t generating the expected revenue.
One program partner made as little as $500 dollars with mid-roll ads while generating tens of millions of views on their content.
Two other partners wouldn’t specify exact revenue number, but they did acknowledge that the ad performance is below expectations. As far as cost goes, certain publishers mentioned CPMs between 15 cents and 75 cents.
That range is large because a lot of the data isn’t clear enough to evaluate their return on investment. According to the Digiday report, publishers receive data on total revenue, along with raw data on things like the number of videos that served an ad to viewers.
The lack of certain data points, along with the confusing structure of the data, makes it difficult to assess the number of monetized views and the revenue by video. For context, YouTube, as arguably the biggest player in video monetization, provides all these metrics.
Another issue is that licensing deals are cutting into margins. Facebook pays publishers, via a licensing fee, to produce and publish a certain number of videos each month. In exchange, Facebook keeps all money until it recoups the fee, after which revenue is split 55/45 between the publisher and Facebook.
While these challenges doesn’t change the fact that revenue is low, it does make it difficult to dissect costs in a meaningful way.
Why is revenue so low to begin with?
For starters, a newsfeed with enough content to feed an infinite scroll probably isn’t the best format for these kinds of ads. As a user, when I’m watching the videos and the ad interrupts the experience, I’ve always scrolled right on through to the next item on my feed. It’s a sentiment echoed by one of the publishers in the Digiday story.
Because of that, Facebook’s new Watch program, which creates a content exclusivity not found on the news feed, might produce better results in the future. Either way, Facebook will need to solve this revenue challenge for publishers, or they might pull out of the programs altogether.
Russia vetoed cryptocurrency and came back with CryptoRuble
Facebook’s Résumé takes another shot at LinkedIn
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Microsoft’s overseas email storage piqued the Supreme Court’s interest
Amazon is extending its takeover to sportswear
A few smarties are trying to create space cryptocurrency via Bitcoin
Microsoft’s Autism Hiring program really is driving innovation
LL Bean just stole the show with their invisible ink ad in the NYT
iPhone 8 Plus devices allegedly split open while charging #splitgate
Does creativity die as we age? Science says sorta
Amy’s Ice Cream founder on Austin’s business risks and rewards #WhyAustin
Turns out a lot of people are in between introverted and extroverted
P. Terry’s founder on the booming economy in Austin #WhyAustin
Ladies and gentlemen, the U.S. National Anthem
Indeed President, Chris Hyams tells us #WhyAustin [video]
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