This document outlines an 8-step strategy for building and protecting a real estate brand online. It discusses determining strengths and weaknesses, creating engaging content and titles for websites and social media, using video marketing on YouTube and Facebook, managing online reputation through reviews, using social media like Facebook, Google+, Instagram and Pinterest to engage clients, and analyzing reporting metrics to improve digital presence. The final step recommends a social media management program to schedule posts, monitor reputation, and support online brand growth.

1. 8 Steps to Building and Protecting Your
Brand
Presented By:
Joe Sesso
National Speaker
Homes.com
Facebook.com.com/joesesso.edutainer

2. The Power of the “brand”

3. How can you improve your online presence?
The Ultimate Online
Brand-Building Strategy

5. You Need to Answer 3 Questions

6. Step 1: “What do I do Best in my
business?”(Strengths)

7. The Power of the Brand

8. Step 2: “What do I lack in my
business”(Weaknesses)

9. An Inconsistent Social Media Campaign?

10. An Inconsistent Social Media Campaign?

11. A Boring Business Page Title?

12. Lack of Good Online Reviews

13. Could This Be a Problem?

14. Step 3: “What are the Opportunities & Potential Threats to my business”

15. SWOT Analysis

16. Title
Strengths
* Preferred Listings
on Homes.com
*Knowledge of area
Weaknesses
* Poor website
*No Social media
Opportunities
Threats
*New Agents
*New technologies
SWOT Analysis

17. Step 4: Building the Online Brand
Q: What’s open 24/7/365, represents your
brand and who you are, and can be a
valuable tool for a buyer to find their dream
home?
A: A Website

18. Websites Need to Be…
1. Engaging 3. User Friendly 5. Inviting
2. Interactive 4. Easy to Search 6. Able to capture leads

19. Marketing Tools
Capture Leads With Your Website
Full-featured, professionally-designed agent and office websites featuring IDX search, Social Integration, Streaming Content Wall,
Auto-Suggest Search , Property Tracker, & more.
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20. Marketing ToolsCultivate Prospects With– Home Tracker
Consumers who sign up for Home Tracker will automatically be e-mailed the latest listings that match their custom search criteria. Your
prospects will continuously be reminded of you.
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21. Create a Social Wall on Your
Website

23. Question 1: “What are my real estate
strengths?”

24. Example: Foreclosures

25. Question 2“Why would someone want to visit my
page?”(hint: title & content)

26. Ideas for Your New Title
• “Fort Worth Lifestyle”
• “Living in (city or zip)”
• “Central Texas Foreclosures”
• “St. Augustine Real Estate”
• “Green Living in Phoenix”
• “Galveston Waterfront Living”

27. Question 3“Now that I have a great title and
content, how do I drive traffic to my page?”

28. Facebook Promoted Pages, or…

29. Step 5: The Power of Video

30. YouTube
User Facts:
● Average number of hours watched per month =
6 Billion Hours
● Number of U.S. viewers daily =
75 Million
● % of U.S. internet users that watch video monthly =
83%
● According to Nielsen Ratings Youtube reaches more U.S.
adults (18-34) than any cable network

31. Step 5: The Power of Video
Discovered on You Tube

33. YouTube
● Step One: Upload your Video

34. YouTube
● Step Two: Create an AdWords account

35. YouTube
● Step Three: Launch your video ad

36. Reports to show
you Who is
watching your
Video
YouTube

37. Video For Branding

38. Question 3“Now that I have a great title and
content, how do I drive traffic to my page?”

39. Portal Branding & Link

40. Easy Link to Your FB Page

41. Right Place, Right Time Marketing

43. Ignite Video App
• Only $5/month
•Unlimited Storage
•Voiceover
•Add music
•Cool transitions
•Post everywhere
•All from
Smartphone

44. Title
Strengths
* Preferred Listings
on Homes.com
*Awesome website
*Video marketing
Weaknesse
s
*No Social Media
campaign
Opportunities
*Video Marketing
*Lead capture
Threats
*Reputation Mgmt
SWOT Analysis

45. It takes a lifetime to build a
reputation and only 15
minutes to destroy it.
-Warren
Buffet

46. People Search Google First

47. Are You Checking Your Reviews?

48. Do You Have Social Influence?

49. What’s Your Online Reputation?
It is the sum of your business visibility + reviews.

50. Local Business Reviews
❖ Public reviews build trust
❖ 89% of local consumers trust online
business reviews – *Source Cone Inc
❖ Think of reviews as “Testimonials 2.0”
❖ Reputation was the 2nd most important factor
when choosing an agent- *Harris Interactive

51. Step 6: Reputation Management
Maximizing Your Online Presence
Using Search & Reviews

52. Where is your business listed?
Start with Google Local, Yahoo! Local and Bing Local

53. Get Happy Clients to Post Reviews

54. Step 7: Social Media – Get it Going!

55. Social Media
“Social media for Realtors® is not about pushing listings…”
“It’s about growing your referral network!”
Jimmy Mackin, Inman News

56. Social “Must Haves”
The Pages
• Facebook Business Page
• Google+ Page
• Twitter Page
• You Tube Channel
• Instagram Page
• Pinterest Page / Business Page
• Foursquare Page
Benefits
• Gets Your message out and ensures brand
consistency

57. Integrate Visual Content

58. Why visual content?
“A 2012 study by ROI Research found that when users engage with friends on
social media sites, it's the pictures they took that are enjoyed the most.
Forty-four percent of respondents are more likely to engage with brands if
they post pictures than any other media.
Pictures have become one of our default modes of sorting and understanding
the vast amounts of information we're exposed to every day.”
– Fast Company
http://www.fastcompany.com/3000794/rise-visual-social-media

59. Stats
• 70m users
• 66% growth in referral traffic
• 20% of all social referrals
• “Home” most popular category
Source: PEW research study, digital marketing ramblings, & rj metrics

60. Stats
• 150M active users
• 75M daily active users
• 55M average photos daily
• 23% of teens prefer Instagram
instagram.com/press & digital marting ramblings

61. Step 8: Reports: Your “Online Scorecard”
Where can you improve your
online presence?

62. Overview Dashboard Report

63. Listings Analysis Report

64. Features
• Community Growth- Highlights the
expansion of their community;
essential to their social sphere growth
online
• Demographics- Highlights the
breakdown of their online community
• Social Media Activity- Showcases
the posts sent
• Quantifies social media marketing
Social Reporting

65. Social Media Report

66. Reviews Analysis Report

67. Competition Analysis Report

69. Social Premier
Social Management
• Social Set Up
• Facebook Business Page
• Google+ Business Page
• Twitter Profile
• Pinterest Page
• YouTube Channel
• Foursquare Personal Profile
• Instagram Profile
• Social Apps
• Facebook Cover Photo and Profile Icon
• Facebook Welcome App
• Facebook Sweepstakes App
• Facebook Listings App
• Social Scheduling
• Post 1 Facebook Post Per Day Per Month
• Post 1 Google+ Business Page Post Per Day Per Month
• Post 1 Tweet Per Day Per Month
• Pin 10 Items Per Month
• Social Broadcaster
• Social Wall
• Social Reporting
Social Listening
• Reputation Manager & Directories
• Set Up Reputation Management Dashboard
• Access to Review Solicitation Email Templates
• Verification of the Business on Google+ Local, Yahoo and Bing
• Reputation Manager Monthly Executive Report and Daily Alerts
Social Education
• Social Support
• Social Fuel Monthly Newsletter
• Social Media Weekly/Monthly Webinars
HOMES.COM SOCIAL PREMIER
AT A GLANCE:
• 7 social networks
• 1 post per day across 3 social
networks
• 3 Facebook apps plus branding
• Verification for 3 local directories
• Reputation Management
Dashboard with reporting and daily
alerts
PRICE:
*Special RE/MAX R4 Pricing
36% Regular Price

70. Connect With MeJoeSesso.com
/joesesso.edutainer
/joesesso