1. KELLER
WILLIAMS
R E A LT Y
101
Getting Started
with Facebook
Brought to you by Keller Williams University

2. KELLER WILLIAMS REALTY PRESENTS: 101
Step into Facebook and Step into a Room
with Your Favorite Clients
Effective social marketing gives you an edge over your competition. As of
September 2009, Facebook users numbered a little more than 300 million
worldwide. A social network, like Facebook, can generate low cost leads and is
the No. 1 referral source available on the Web.
Establishing your expertise in real estate is critical to your success in generating
quality leads from Facebook. Creating and developing your professional online
profile is an easy and inexpensive way to market your business.
In this guide, you’ll learn about Facebook and how to:
1. Build your image
2. Build your network
Facebook Quick Facts:
Fourth most trafficked Website - Get in on the action.
Top social search engine - Make your business visible.
More than 55,000 networks - Get connected and grow your business.
Most trafficked social media site - Go where the people are to get leads.
1. Sign Up for a Profile on Facebook
A. How to Create and Edit Your Profile
Your profile will give you access to various useful features in Facebook. It will
also be one of the pages that other users visit if they want to find out more
about you and your service. Set up your profile so that you present yourself in
a positive manner.
1

3. KELLER WILLIAMS REALTY PRESENTS: 101
At a minimum, complete the fields in the Contact
Information and Education and Work sections
as this information is how your leads can find you.
It’s a great idea to upload your professional photo,
so your clients can associate your face with your
name.
Hint: Be sure to enter all of your contact infor-
mation as it appears on your business cards.
Be consistent with your branded image.
B. Set Your Privacy Settings Education and Work Fields
Create/Edit Your Friends Lists
Friends lists are extremely important to protect your identity and to keep your
private life separate from your professional life. After creating your friends lists,
determine what you want your friends, clients and associates to see and know
about you. When you post a comment or a photo on Facebook, remember your
customers, clients and friends can view that information.
Setting Up Your Privacy Settings
The Privacy Profile page gives you the option to customize exactly who gets to
see what about you in Facebook.
You can modify the following areas:
Profile, Basic Info, Personal Info,
Status and Links, Photos Tagged of You,
Videos Tagged of You, Friends,
Wall Posts, Education Info, and Work Info.
If you’re unsure of what any of those things
are, click the “?” next to the item to read
a definition.
Using the drop-down boxes, you can customize
Privacy Profile
who gets to see your information: “Everyone,”
“Only Friends,” “Friends of Friends,” or “Custom,”
which allows you to choose from your friends lists.
2

4. KELLER WILLIAMS REALTY PRESENTS: 101
C. Create Your Own Vanity URL
Your own vanity URL is a Facebook feature and allows you to choose a
username that will give you a unique Website address for you Facebook
profile. (http://www.facebook.com/username/). This is necessary
because it will appear in search engines and make it much easier for people
to find you, your business and your branded image. Your username must
be at least five characters in length and must only include alphanumeric
characters (A-Z, 0-9), or a period or full stop (“.”). Add this URL to your email
footer, Website and business cards to let your clients know how to find and
“friend” you on Facebook.
2. How to Use Facebook Day-to-Day
A. Update Your
Status Regularly
Status Bar
This feature allows you to let
your network know what you are doing at any given time. You can use this
feature to alert your network that you have just uploaded new content to your
Website, added a new listing or other information. Always make sure that you
post only status updates that are professional - as offhanded comments may
be offensive to some and can possibly tarnish your professional image. Keep in
mind that your status update will appear on your wall and can be displayed on
your friends’ or clients’ news feeds on their page if they select that option.
3

5. KELLER WILLIAMS REALTY PRESENTS: 101
„
„ B. Use the Wall
The wall is located on your profile page and
is where the members of your network can
post messages. Whenever someone posts
something on your wall and whenever you
post on friends’ walls, everyone in your
network can see it. It’s extremely important
that you do not post private messages on a
friend’s wall. Simply send a message to your
friend’s Facebook inbox instead. You can post
promotional messages about your business on Keller Williams Realty’s Wall
your wall to help market your service.
31 C. Create Events
If you are hosting an event, like an open house or a home-buying seminar, this is
great place to post it and share with others by inviting your network to view and
participate (or even politely decline). Events can help you get your information
easily distributed to the masses through built-in functionality.
D. Use the Notes and Photos Applications
These two applications allow you to share articles and blog posts or pictures with
your network. You can utilize these applications to discuss your business or share
photos of your products. Your friends can publish comments on your postings. Be
sure that you only post photos that you are comfortable with and that are within
KW culture, since they will be viewed by all your clients and prospects.
4

6. KELLER WILLIAMS REALTY PRESENTS: 101
3. Build Your Network
A. Leverage Facebook’s News Feed
This feature is viewed by many to be Facebook’s unique advantage over other
social networks. Whenever you log into your Facebook account, the first page
that you will see is the news feed. This page gives you all the recent news in
your network: updates of what your friends have been doing on Facebook,
what groups they have joined, what items they have posted, what videos they
have uploaded, whom they’ve added as friends to their network, etc. And just
as you can see what your friends are doing, they can see what you are doing.
In other words, every time you post something, your whole network will see
it. This exposure creates a consciousness of your product or service within
your network and beyond.
B. Get Involved in the Community
What Is a Group?
Groups are generally better for hosting a (quick) active discussion and
attracting quick attention.
Groups allow you to promote your business and market your services. By
joining groups that are relevant to your business, you can participate in the
group’s discussions and also post on the walls. Regularly sharing relevant
articles with the group will get the attention of other group members and
demonstrate your expertise.
What Is a Page?
Pages are generally better for a long-term relationship with your fans,
readers or customers. Pages are often displayed on profiles more prominently
than groups or events.
Pages are similar to groups, but they allow you to develop a fan base for your
business and services. Pages are great for businesses to establish a brand
presence on Facebook. People who join your page are called “fans.” They
become “fans” of your business, which really helps promote and market it.
5

7. KELLER WILLIAMS REALTY PRESENTS: 101
C. When Should You Start a Group or Page?
Create a group to build a community around your business’s products
and services that best represent your branded image. Your Facebook
group features include a discussion board, a “wall,” which maintains
posted items where you can also post links to relevant articles and items
of interest, as well as upload videos and pictures. It is important to note
that groups have limited features once you get over a certain number of
group members.
Create a page for your business and then direct your friends to that
page from your profile. You can even create a Facebook fan page for the
neighborhoods you service or want to service and even for your niche.
Invite people from your local market and brand yourself as the expert by
posting community events, market statistics, new listings, crime reports,
neighborhood school information and/or events, and local news articles
relating to your community. Don’t forget to personalize your vanity URL
if you create a page.
6

8. KELLER WILLIAMS UNIVERSITY PRESENTS: 101
4. Where to find KW on Facebook
Facebook:
www.facebook.com/kellerwilliamsrealty - Page for Keller Williams Realty
www.facebook.com/mapscoaching - Page for MAPS Coaching
www.facebook.com/kwcares - Page for KW Cares
www.facebook.com/yourfirsthome - Page for Your First Home
www.facebook.com/realestateshift -
Page for SHIFT: How Top Real Estate Agents Tackle Tough Times
www.facebook.com/millionaireagent -
Page for The Millionaire Real Estate Agent
www.facebook.com/millionaireinvestor -
Page for The Millionaire Real Estate Investor
www.facebook.com/greenyourhome - Page for Green Your Home
www.facebook.com/moanderson -
Profile for Mo Anderson, vice chairman for Keller Williams Realty
www.facebook.com/jaypapasan - Profile for Jay Papasan,
vice president of publishing and executive editor for Keller Williams Realty
www.facebook.com/carysylvester - Profile for Cary Sylvester,
executive director of technology for Keller Williams Realty
www.facebook.com/bryonellington - Profile for Bryon Ellington,
chief products officer for Keller Williams Realty
7