This is a presentation made by Ginger Zumaeta across California on behalf of Union Bank to real estate agents and brokers about how to incorporate social networking and social media into their marketing mix to grow their business and generate leads

1. REAL ESTATE & SOCIAL NETWORKING
HOW TO USE IT TO EXPAND YOUR NETWORK, BUILD TRUST, AND GENERATE LEADS

2. About Me

3. The big 4 questions
Does social media make sense for real estate?
How does it work?
How much time will it take?
What’s the ROI?

4. What we’ll cover
Who & how should you be on social media?
Which platform should you focus on?
How to feed the beast?
Tricks & hacks to get the most out of the least amount
of time
Maintaining the relationship

5. Some background
‣ 90% of home buyers start their shopping online
‣ 80% of Realtors are using Facebook in some form
as a marketing tool

6. Trulia, Zillow, Redfin, Realtor . . .
Some buyers wonder if they even need a traditional
agent anymore

7. Your value proposition doesn’t
lie in the mechanics

8. How does this tie into social
networking & social
marketing?

9. People hire people,
not sales people

10. Why does ANYONE do
business with you?
Trust, Expertise, Rapport
Social networking is like any other networking, only it happens
digitally
Instead of WOM referrals, you get viral shares
The point of social networking is to create, build and MAINTAIN
relationships your friends, and their friends
In social networking, the currency is ENGAGEMENT, not
transactions

11. You’re selling yourself, not a
house
Good consistent
Expertise
content
+
+
Rapport
Personal touch
=
=
Trust
Engagement

12. Pick your social battles

13. Facebook is home base
Facebook should be home base - almost a BILLION monthly
users
Embellish & manage with complementary apps like
Instagram
Videos
Buffer

14. Social the Easy Way:
Your Facebook Profile

15. A GOOD EXAMPLE OF
MIXING BUSINESS AND
PERSONAL
IF THE BRAND IS YOU
WWW.FACEBOOK.COM/CALIFORNIAREALTOR

17. Pros Cons
Only one page to update Possible to hit a limit of friends
Very easy to integrate into Shouldn’t overtly market
daily life No apps (formerly tabs)
Demonstrates you as a whole
person
Brings your business to your
entire personal network
No need to ‘recruit’
Subscriptions

18. The Slightly Less Easy Way:
A Facebook Page

19. GOOD IMAGERY, APPS, MORE

20. THE POWER OF TABS

21. WITH TABS, YOU CAN BUILD
PRACTICALLY AN ENTIRE WEBSITE
INSIDE OF FACEBOOK
(AND YOU CAN LINK OTHER TOOLS LIKE
SHORTSTACK AND MAILCHIMP)
APPS (TABS) CAN CREATE A WAY TO GENERATE LEADS AND MORE
BUILD YOUR DATABASE BY OFFERING SOMETHING FREE

22. Pros Cons
Ability to focus your POV on Tendency to be one
business dimensional if you’re not
Tabs can be used very careful
creatively for lead generation, Possible need for double
info sharing, videos, more posting
No limits on people who can More time/work to maintain
LIKE your page Must recruit enough people to
Perception of you being a real make it worth it
business
Can utilize Facebook ads

23. Content Marketing
How you sell YOURSELF as an expert

24. Start with the right content
Figure out where the good stuff is
Find great sites with the info that will demonstrate your
expertise (ex. INMAN, RISMedia, Niche Marketing)
Find sites that give info on your geographic area (ex.
studiocity.patch.com)
Add these site RSS feeds to your google reader
Find great videos on YouTube
Think about your own personal FAQ

25. Feeding the beast

26. The Good News:
Virtually everything worth reading
(stealing) is already on Facebook

27. GOOGLE READER & RSS FEEDS
SEE ALL OF THE NEWS YOU NEED TO SEE IN ONE PLACE

28. FIND GOOD FACEBOOK PAGES TO
FOLLOW
THEN SEE WHO THEY FOLLOW
LIKE PAGES THAT CAN FEED YOUR CONTENT PIPELINE
SHARE THEIR CONTENT - ALWAYS WITH YOUR OWN SPIN

29. LIKE complementary pages
• Mags & other orgs that represent what you do (San
Francisco Magazine, California Homes & Design,
Diablo, SFGate, Realtor.com, The Niche Report)
• You favorite services and contractors (furniture
stores, interior designers, plumbers, electricians,
etc.)
• Agents in adjacent areas that you can share
referrals with

30. Photos & Check-ins
Facebook for quick check-ins
easy way to let people into your life with minimal effort
Use Instagram to make great looking photos that can publish
directly to Facebook
Check-in to places to show both business and pleasure
Ex. great restaurants in your geo focal area, your office,
escrow company, etc.

31. SHARE CONTENT FROM OTHER PROFILES, CHECK-IN, @MENTION

32. Create a routine
Check your newsfeed in the morning - find the best info and
schedule those updates either on your Facebook timeline, or
with a 3rd party app like Buffer
Use photos and check-ins to show movement and personality
throughout the day
Ask questions and/or use memes. There’s a reason they’re so
successful: Example: Happy Halloween! Fill in the blank: "My
favorite Halloween candy is ____________________."

33. Don’t be afraid of making a
video
Not just for showing off a house!
Sell yourself as an expert & showing off your personality
Very easy - from phone, desktop or have a friend film you (see
Socialcam app)
Get “inspired” from stuff already out there

34. SUBSCRIBE TO GOOD PLAYLISTS FOR INSPIRATION
WWW.YOUTUBE.COM/REALTORDOTCOM

35. DO YOUR OWN TAKE ON THE VIDEO; UPLOAD & EDIT ON YOUTUBE

36. Mailchimp
The dead-simple way to have really great looking email
newsletters without being a graphic artist
Ability to create forms (like the one on Live Well - Los Angeles)
Ability to have multiple lists, do segmenting
Auto-respond abilities from your forms
A/B Split-testing

37. FREE TEMPLATES
MAILCHIMP MAKES BUILDING AN EMAIL OR NEWSLETTER EASY
USE FREE TEMPLATES, OR DESIGN YOUR OWN

38. General FB tips
Pictures are the most shared & liked items
Check-ins show you ‘at work’
Be positive & light
Always add your own 2 cents (if you didn’t even take time to
read the content, why will your fans?)

39. Preferred apps
Facebook app for smartphones
Instagram
Buffer
Socialcam
Shortstack
Mailchimp

40. The big 4 questions
Does social media make sense for real estate?
How does it work?
How much time will it take?
What’s the ROI?

41. What you have to do and the
way you have to do it is
incredibly simple. Whether you
are willing to do it, that is
another matter. - Peter Drucker

42. Thanks!

43. How to reach me
ginger@beehive.me
facebook.com/gingerzumaeta
twitter.com/gingerzumaeta
linkedin.com/in/gingerzumaeta
For general marketing & Latino engagement, go to
www.beehive.me