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Real estate niche marketing online – for beginners

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Seek and ye shall find it, on the internet and more specifically on Twitter. I have, in the past, discussed how you can find and follow the people you already know on Twitter and even how to find people that live near you to follow. Today let us discuss niche marketing.

(Sidebar, if it is quiche and niche how come it isn’t cliche instead of clee-shay?)

Nice Niche!

Something we hear about in real estate all the time is that you can’t be all things to all people and garner success. Well, I can, but most people can’t (taking tongue out of cheek now). I think that this advice is sound and have made a concerted effort to focus my attentions to residential listings in my target area and first time home-buyers. Perhaps you are the Condo Queen or a Historic homes specialist…how do you find people who share your specific market interest?

#1- Search.twitter.com/advanced We discussed this search venue from a geographical point of view in the past, but it can be used to search ANYTHING on Twitter.

#2- Hashtags.
Find em, use em, invent em, engage people who use em. Keep search columns open for key hashtags that have to do with your niche.

#3- Shout it out!
Blog about your specialties from the consumers point of view, share your specialties on Twitter and Facebook and Linkedin, etc. Be sure that people know that you have a passion for being a specialist in your niche.

#4- Join in a Twitter Chat.
There are loads of scheduled chats on a variety of subjects each week. If there isn’t one about your niche already, then create it and add it to this handy twitter chat schedule.

#5- Share lots of content.
Good content, of course. Think simply. Is there a photo that you could easily snap and create a photo blog entry? Did a funny thing happen that relates to your niche? Is there a local event that ties in? Share, share, share.

How are you finding and engaging with your target market? Take my advice and share, share, share with us!

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Lesley offers 21 years experience in real estate, public speaking and training. Lesley has a degree in communications and was the recipient of an international award for coordinating media in real estate. In the course of her career Lesley has presented at international real estate conferences and state REALTOR associations, hosted a real estate television program, written articles for trade magazines and created marketing and PR plans for many individuals, companies and non-profits.

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45 Comments

45 Comments

  1. Michael LaPeter

    November 10, 2010 at 2:07 pm

    Another effective way I’ve seen to promote niche content on your blog is to also post something to ActiveRain, they have a ton of google juice and it can quickly get your local post to the top of search results.

  2. anthonyebright

    November 10, 2010 at 2:19 pm

    I would love to see more twitter activity in my area, but it hasn’t taken hold in Sonoma County, California. Any suggestions on how to get more interest with this wonderful tool?

    • Morriss Partee

      November 11, 2010 at 10:08 am

      @Anthony There are plenty of twitterers in Sonoma County if you know where to look. Here’s a start: search.twitter.com/search?q=+near%3A95402+within%3A25mi

      Here’s another way to find Sonoma County tweeps: google.com/search?client=safari&rls=en&q=sonoma+county+twitter+lists&ie=UTF-8&oe=UTF-8

      Via the preceding results page, you can tap into dozens of lists of Sonoma County twitterers. You yourself are actually on a couple of these lists: twitter.com/TwoFiveMedia/sonomacounty/members and twitter.com/sharayray/sonoma-tweets-non-wine/members

      Once you tap into the people on these lists, you can see what other Sonoma County lists they are on, and follow the people on *those* lists. Using these methods you should easily be able to connect with a couple thousand people in Sonoma County. After all, you are in the wine region north of silicon valley. With enough perseverance I would think you’d be able to find 10,000 or so folks in your geographic area. Happy tweeting!

    • Lesley Lambert

      November 11, 2010 at 10:26 am

      Great info Morriss, thank you!

      Anthony, in addition to these great tips, it is important to remember that this isn’t a quantity issue. If there are 100 people on twitter in your area and you are able to make friends with them and create a relationship then it has worked.

  3. Kelsey Teel

    November 10, 2010 at 8:30 pm

    Good advice, Lesley. I recently read a compilation of 10 case studies on Twitter, and your to-do list supports their success stories! Great job. 🙂

  4. New Social Media

    November 11, 2010 at 11:15 am

    Great tips – I think when people are new to an environment, they are shy about jumping in – I know I was. If people, new to Twitter, follow your advice and observe for a bit they’ll feel more comfortable about jumping in.

    Thanks – Theresa

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Social Media

Deepfakes can destroy any reputation, company, or country

(MEDIA) Deepfakes have been around for a few years now, but they’re being crafted for nefarious purposes beyond the original porn and humor uses.

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Deepfakes — a technology originally used by Reddit perverts who wanted to superimpose their favorite actresses’ faces onto the bodies of porn stars – have come a long way since the original Reddit group was banned.

Deepfakes use artificial intelligence (AI) to create bogus videos by analyzing facial expressions to replace one person’s face and/or voice with another’s.

Using computer technology to synthesize videos isn’t exactly new.

Remember in Forrest Gump, how Tom Hanks kept popping up in the background of footage of important historical events, and got a laugh from President Kennedy? It wasn’t created using AI, but the end result is the same. In other cases, such technology has been used to complete a film when an actor dies during production.

The difference between these examples and that latest deepfake technology is a question of ease and access.

Historically, these altered videos have required a lot of money, patience, and skill. But as computer intelligence has advanced, so too has deepfake technology.

Now the computer does the work instead of the human, making it relatively fast and easy to create a deepfake video. In fact, Stanford created a technology using a standard PC and web cam, as I reported in 2016.

Nowadays, your average Joe can access open source deepfake apps for free. All you need is some images or video of your victim.

While the technology has mostly been used for fun – such as superimposing Nicolas Cage into classic films – deepfakes could and have been used for nefarious purposes.

There is growing concern that deepfakes could be used for political disruption, for example, to smear a politician’s reputation or influence elections.

Legislators in the House and Senate have requested that intelligence agencies report on the issue. The Department of Defense has already commissioned researchers to teach computers to detect deepfakes.

One promising technology developed at the University of Albany analyzes blinking to detect deep fakes, as subjects in the faked videos usually do not blink as often as real humans do. Ironically, in order to teach computers how to detect them, researchers must first create many deepfake videos. It seems that deepfake creators and detectors are locked in a sort of technological arms race.

The falsified videos have the potential to exacerbate the information wars, either by producing false videos, or by calling into question real ones. People are already all too eager to believe conspiracy theories and fake news as it is, and the insurgence of these faked videos could be created to back up these bogus theories.

Others worry that the existence of deepfake videos could cast doubt on actual, factual videos. Thomas Rid, a professor of strategic studies at Johns Hopkins University says that deepfakes could lead to “deep denials” – in other words, “the ability to dispute previously uncontested evidence.”

While there have not yet been any publicly documented cases of attempts to influence politics with deepfake videos, people have already been harmed by the faked videos.

Women have been specifically targeted. Celebrities and civilians alike have reported that their likeness has been used to create fake sex videos.

Deepfakes prove that just because you can achieve an impressive technological feat doesn’t always mean you should.

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Red flags to look for when hiring a social media pro

(SOCIAL MEDIA) Social Media is a growing field with everyone and their moms trying to become social media managers. Here are a few experts’ tips on seeing and avoiding the red flags of social media professionals.

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If you’re thinking about hiring a social media professional – or are one yourself – take some tips from the experts.

We asked a number of entrepreneurs specializing in marketing and social media how they separate the wheat from the chaff when it comes to social media managers, and they gave us some hints about how to spot whose social media game is all bark and no bite.

According to our experts, the first thing you should do if you’re hiring a social media professional is to check out their personal and/or professional social media pages.

Candidates with underwhelming, non-existent, out-of-date, or just plain bad social media pages should obviously get the chop.

“If they have no professional social presence themselves, that’s a big red flag,” says Chelle Honiker, CEO at Athenia Creative.

Another entrepreneur, Paul O’Brien of Media Tech Ventures, explains that “the only way to excel is to practice…. If you excel, why would you not be doing so on behalf of your personal brand?”

In other words, if someone can’t make their own social media appealing, how can they be expected to do so for a client?

These pros especially hated seeing outdated icons, infrequent posts, and automatic posts. Worse than outdated social media pages were bad social media pages. Marc Nathan of Miller Egan Molter & Nelson provided a laundry list of negative characteristics that he uses to rule out candidates, including “snarky,” “complaining, unprofessional” “too personal” “inauthentic,” and “argumentative.”

Besides eliminating candidates with poor social media presence, several of these pros also really hated gimmicky job titles such as “guru,” “whiz,” “ninja,” “superhero,” or “magician.”

They were especially turned off by candidates who called themselves “experts” without any proof of their success.

Jeff Fryer of ARM dislikes pros who call themselves experts because, he says “The top leaders in this field will be the first to tell you that they’re always learning– I know I am!” Steer clear of candidates who talk themselves up with ridiculous titles and who can’t provide solid evidence of their expertise.

According to our experts, some of them don’t even try. To candidates who say “’Social media can’t be measured,’” Fryer answer “yes it can[. L]earn how to be a marketer.”

Beth Carpenter, CEO of Violet Hour Social Marketing, complains that many candidates “Can’t talk about ROI (return on investment),” arguing that a good social media pro should be able to show “how social contributes to overall business success.” Good social media pros should show their value in both quantitative and qualitative terms.

While our experts wanted to see numerical evidence of social media success, they were also unimpressed with “vanity metrics” such as numbers of followers.

Many poo-pooed the use of followers alone as an indicator of success, with Tinu Abayomi-Paul of Leveraged Promotion joking that “a trained monkey or spambot” can gather 1,000 followers.

Claims of expertise or success should also be backed up by references and experience in relevant fields.

Several entrepreneurs said that they had come across social media managers without “any experience in critical fields: marketing, advertising, strategic planning and/or writing,” to quote Nancy Schirm of Austin Visuals. She explains that it’s not enough to know how to “handle the technology.” Real social media experts must cultivate “instinct borne from actual experience in persuasive communication.”

So, if you’re an aspiring social media manager, go clean up those pages, get some references, and figure out solid metrics for demonstrating your success.

And if you’re hiring a social media manager, watch out for these red flags to cull your candidate pool.

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Pinterest fights anti-vaxx info, urges Facebook to follow suit

(SOCIAL MEDIA) With misinformation continuing to spread online, Pinterest is putting their foot down and urging other networks to do the same.

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The World Health Organization calls anti-vaxxers one of the top 10 health threats in the world.

Pinterest decided to do something about misinformation being spread by anti-vaxxers. You can no longer search for vaccines on Pinterest and get any information, pro or con about vaccines.

You’ll get a message, “People have reported Pins from this search. Let us know if you see something that goes against our policies.” And “Sorry, we couldn’t find any Pins for this search.”

Pinterest’s policy prohibits “This includes promotion of false cures for terminal or chronic illnesses and anti-vaccination advice.”

Pinterest is disabling search for vaccines while it finds a better solution to allow material that is appropriate. Users should report pins that are against Pinterest’s policy.

There are ways to get around the general search terms. Type in measles. Fortunately, many of the pins are helpful and promote ways to avoid the measles, namely vaccines. With tons of search variations, there’s almost no way to prevent all misinformation.

The company has publicly urged other social networks to join them in this effort to combat anti-vaxx misinformation. But will they follow suit?

Search Google for the measles vaccine and the search engine provides good information for the most part. The first 10 results when I searched were from legitimate sites, the CDC, WebMD, vaccines.gov and the Mayo Clinic. On Facebook, it’s far less clear if the results from a search are coming from authentic, legitimate sites or anti-vaxxers.

CNBC reports that Pinterest’s ban on vaccines and its determination to stop the spread of misinformation pertaining to public health could put pressure on other companies to do the same. Bloomberg reported that Facebook is “exploring additional measures to best combat the problem.”

Tech companies do have an obligation to provide quality information. But given the problems with fake news on Facebook, I think it’s safe to say that no matter what these companies do, people are going to try and continue to find ways to share bad information.

It’s easy to be deceptive on Facebook and other social media sites. Many people continue to be fooled by fake news posts and phishing emails.

Does Pinterest’s move constitute responsibility or is it censorship that could be a slippery slope? Time will tell.

For now, question everything. Use your critical thinking skills to verify information. Maybe someone will come up with a solution to stop online hoaxes, but then the hoaxers will just find new ways to bend the rules.

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