This document provides information about leading in a Web 2.0 world. It introduces Matthew Rathbun and lists his real estate credentials and designations. It then discusses various topics related to using technology and social media in real estate, including statistics on how consumers find real estate agents and properties online. It also covers legal and ethical considerations for real estate professionals using blogs and social media. Throughout, it emphasizes engaging consumers online and the importance of having written social media policies for real estate agents and brokers.

1. Leading
in a
2.0 World
Matthew Rathbun, Licensed Broker
ABR, ABRM, ASR, AHWD, CSP, CNE, e-PRO, QSC, GREEN, GRI, SRES
Eco-Broker
Director of Professional Development
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work
is
in
the
Public
Domain.
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domain
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or
send
a
le>er
to
Crea;ve
Commons,

2. YouTube Moment
Think Differently
2

4. THE
WHY
OF
TECHNOLOGY
1% 38%
1%
2%
5%
Internet (38%) 6%
Realtor (33%)
Yard Sign (14%)
Home Builder (6%)
Friend/Relative (5%) 14%
Knew Seller (2%)
Flyer/House Book (1%) 33%
Print Media (.87%)
Source: 2008 NAR Profile of Buyer and Sellers

5. Hacker Ethics
Hackers: Heroes of the Computer Revolution
Steven Levy - 1984
Access to computers—and anything which might teach you something
about the way the world works—should be unlimited and total.
Always yield to the Hands-on Imperative!
All information should be free.
Mistrust authority—promote decentralization.
Hackers should be judged by their hacking, not bogus criteria such as
degrees, age, race or position.
You can create art and beauty on a computer.
Computers can change your life for the better.

6. “Failing
to
make
a
decision
to
change
is
SWANEPOEL
REPORTS
simply
not
an
opBon
–
the
market
will
make
one
for
you.”
(2008
Swanepoel
Report)
“GeneraBon
X
and
Y
are
growing
up
with
a
poor
percepBon
of
the
real
estate
industry.”
“They
believe
they
can
and
should
fix
it.”
(2008
Swanepoel
Report)

7. THE
WHAT
AND
WHY
OF
REAL
ESTATE
2.0

8. Facebook
Demographics
• 170%
Growth
in
35-­‐45
year
olds
in
past
year
• Average
age
of
a
user
is
32
• Majority
are
College
Graduates
• Largest
increase
of
users
are
those
over
55
in
the
past
year
• 500+
million
ac;ve
users
• Average
users
have
130
friends
• 50%
Users
Update
Daily
• Over
700
Billion
minutes
spent
on
Facebook
daily
– Source:
h>p://www.facebook.com/press/info.php?sta;s;cs

9. What
is
Social
Media?
Social
media
is
with
other
people
on
the
people
talking internet!

10. YouTube Moment
SocialNomics
10

11. 11

12. Consumers are online talking...

13. They are talking about...
13

14. anything.

15. everything.

16. yes, even your company.

17. MarkeBng
is
a
ConversaBon

18. 18

19. • Click
to
edit
Master
text
styles
19

20. YouTube Moment
United, United
20

21. 21

22. WWW.GOOGLE.COM/ALERTS

23. Engage
Educate
Edify
15:1
Engage
to
Pitch
Ra;o
23

24. THE
WHAT
AND
WHY
OF
REAL
ESTATE
2.0
• “87%
of
Brokers
feel
that
servicing
smarter
and
more
informed
consumers
as
their
largest
concern.”
• Swanepoel

25. VIRGINIA
-­‐
DEFINING
TECHNOLOGY
Virginia Code 18VAC135-20-190
“Advertising” means all forms of representation, promotion and solicitation
disseminated in any manner and by any means of communication to
consumers for any purpose related to licensed real estate activity.
Disclosures Required:
1. Firm’s name, city and state of office
2. Licensee’s Name
3. License Status
4. Jurisdiction(s) Licensed

26. VIRGINIA
-­‐
DEFINING
TECHNOLOGY
Virginia Code 18VAC135-20-190
All Advertising must be under the direct supervision of the principal broker
or supervising broker...
The firm’s licensed name must be clearly and legibly displayed on all
advertising.
Online Advertising (Section C of the Code)
1. All Online Adverting applies to this Code
2. E-mail message are included in regs
3. Instant Message are included
4. Chat and Internet based Dialogue
5. The “web”
6. Voice Over Net
7. Banner Ads

27. VIRGINIA
-­‐
DEFINING
TECHNOLOGY
Virginia Code 18VAC135-20-190
All On-line Listings must be kept current and consistent as follows:
Ads must be consistent with Property Descriptions and ACTUAL Status
Reasonable effort must be made in a written, timely manner for third parties to
update listing information.
All listing information shall indicate in a readily visible manner the date that the
listing information shown was last updated.

28. VIRGINIA
-­‐
DEFINING
TECHNOLOGY
Virginia Code 18VAC135-20-190
✴Section D – Prohibited Activities
✴ Implying that the property listed is for sale by the owner or unlicensed person
✴ Failing to include a notice in all advertising that the owner is a real estate licensee has
interest in a particular property ( as in financial or owner interest )
✴ Fail to include firm’s licensed name on any sign displayed outside any place of
business
✴ Failure to get written consent of the seller prior to advertising any specific
identifiable property
✴ Property not listed by the party making the advertisement

29. CODE
OF
ETHICS
APPLICATION
➡ Standard
of
Prac;ce
1-­‐2:
Applies
Code
ar;cles
to
the
internet
➡ Standard
of
Prac;ce
1-­‐9:
Confiden;ality
➡ Ar;cle
10:
Fair
Housing
➡ Ar;cle
12:
Honesty
in
Marke;ng
(Similar
to
VAC)
➡ Ar;cle
13:
Prohibi;on
from
giving
Legal
Advice
➡ Ar;cle
15:
Reckless
Statements
about
other
REALTORS®

30. GENERAL
LEGAL
CONSIDERATIONS:
BLOGS
‣ Defama;on
‣ Unlicensed
Prac;ce
of
Law
‣ Breach
of
Confiden;ality
of
Clients
‣ Copyright
Viola;ons
‣ Untrue
Statements
‣ Trademark
Considera;ons
‣ Necessity
for
Required
Disclosures

31. YouTube Moment
RSS in Plain English
31

32. 32

33. 33

34. 34

35. Further
steps
you
can
take
to
reduce
your
liability:
Post
only
material
you
own,
you
have
permission
to
use,
or
that
is
with
the
scope
of
fair
use
(generally
includes
review,
news
reporBng,
teaching,
or
scholarly
research);
Remove
infringing
content
immediately;
Have
a
well-­‐cra^ed
Terms
of
Use
Instruct
agents
and
those
posBng
to
use
cauBon
when
posBng;
Realize
that
blogs
can
be
viewed
as
an
adverBsement
and
follow
all
applicable
rules;
and
Don’t
select
and
edit
messages
–
it
could
subject
you
to
greater
liability
because
you
are
taking
a
more
acBve
role
in
the
publishing
the
contents.

36. Add
Agents
to
Personal
RSS
Feeder
Have
wricen
policy
Outline
what
they
are
permiced
to
write
about
Outline
what
types
of
sources
they
can
use
for
clients
Outline
number
of
Blogs
they
can
have
that
are
RE
related
Require
training
to
post
Have
requirement
for
Licensee
to
advise
you
of
every
new
markeBng
venue
that
they
use.

37. POPULAR
HIGH
RISK
PRACTICES
False
Statements
about
CompeBtors
and
/or
their
pracBces
AnB-­‐Trust
ViolaBons
Picture
ManipulaBon
or
“Enhancements”
ArBcle
2
 Vendecas

38. CREATE
POLICIES
‣ Appoint
a
Tech
Savvy
Broker,
as
the
New
Media
Manager.
‣ Have
wricen
policies
to
govern
who
can
write
blogs
etc…
‣ What
they
are
permiced
to
write:
‣ Only
factual
informaBon
‣ Must
have
disclosures
‣ Must
report
any
complaints
made
on
their
posts
‣ The
may
not
edit
comments
except
for….

39. Be Safe Out
There!
Part II
39

40. Electronic
Signatures
UETA = Uniform Electronic Signature Act (1999)

41. 41

42. 42

43. HiJacked Listings!
43

44. Agent Identity Watch
Centralized Showing and Lockbox
Agent Impersonations Online
Access of Client Databases
Shared Lockbox Access
Shared MLS Entry
Computer Threats
(By and Against Agents)
44

45. Now... To Build
a Community
Part III
45

46. 46

47. 47

48. If
you
can‘t
be
found
online...
You
don’t
exist
48

49. Google.com/addurl 49

50. I say Innovation -
Does my broker?
50

51. 51

52. 52

53. 53

54. Blogging:
Recruitment
and
Reten;ons
Mul;-­‐Author
Approach
Wri;ng
for
Agents
and
Consumers
Forum
based
tool
for
agents
RSS
is
your
Friend
Blogging
Pace
Budgets
54

55. 5
Must-­‐Use
Tools
for
Brokers
Company /
Association Blogs
55

56. FACEBOOK
FANPAGES

57. 57

58. 58

59. 59

60. 60

61. 61

62. 62

63. QR Codes

65. www.TheAgentTrainer.com
matthew@realtor.com
Facebook.com/mattrathbun
Twitter.com/mattrathbun