Friends with Benefits: Selling on Facebook for Real Estate
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Presentation given by Stacey Harmon and Jimmy Mackin at Inman New's Real Estate Connect in New York City on January 12, 2012.
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Friends with Benefits: Selling on Facebook for Real Estate
- 1. Friends with Benefits: Strategies for Selling with Presented by Stacey Harmon | @staceyharmon Principal, Harmon Enterprises Jimmy Mackin | @jimmymackin Inman Next Contributor
- 2. Facebook: Online Time • 2007: 6% • 2011 : 1 of every 5 minutes @staceyharmon | @jimmymackin
- 3. Facebook: Share of Online Time @staceyharmon | @jimmymackin
- 4. Facebook: User Base @staceyharmon | @jimmymackin
- 5. Graveyard of Facebook @staceyharmon | @jimmymackin
- 6. Why We Fail: Reason #1 Facebook Confusion - Lack of literacy - Lack of skill @staceyharmon | @jimmymackin
- 7. Facebook “Product Line” Full explanation available at www.HarmonEnterprises.com “Facebook Foundations: Facebook’s Marketing Tools Explained” @staceyharmon | @jimmymackin
- 8. Why We Fail: Reason #2 @staceyharmon | @jimmymackin
- 9. Success = Aligning Actions With Goals Get your ducks in a row! @staceyharmon | @jimmymackin
- 10. Goal: Drive Traffic @staceyharmon | @jimmymackin
- 11. Tactic: Link to Your Site @staceyharmon | @jimmymackin
- 12. Tactic: Pre-Promotion @staceyharmon | @jimmymackin
- 13. No Promotion vs. Pre-Promotion @staceyharmon | @jimmymackin
- 14. Tool: Ads Case Study via @DarinPersinger of [Productivity Junkie] @staceyharmon | @jimmymackin
- 15. Goal: Increase Connections @staceyharmon | @jimmymackin
- 17. Tool: Facebook Ads & Sponsored Stories Ads: Sponsored Stories: Craft Copy & Target Your Audience Reach Friends of Fans. Send traffic to your page. @staceyharmon | @jimmymackin
- 20. Tool: Page Post Stories @staceyharmon | @jimmymackin
- 21. • Raj is Facebook friends with Jim. • Raj invites Jim to LIKE his business page. He does. • Jim is Facebook friends with Susi • Raj is running “Sponsored Story” ads • Raj posts about his weekend open house on his business page wall. • A sponsored story for an open house event appears on Susi’s wall (she is friends with Jim) • Susi clicks through the event • Susi attends the open house • Susi writes an offer on the open house property • Susi is outbid • Susi lists her house with Raj @staceyharmon | @jimmymackin
- 22. Goal: Brand Visibility @staceyharmon | @jimmymackin
- 23. Strategy: Engagement @staceyharmon | @jimmymackin
- 24. Post Frequency @staceyharmon | @jimmymackin
- 25. When To Post @staceyharmon | @jimmymackin
- 26. Post Length @staceyharmon | @jimmymackin
- 27. Tactic: Cross-Tool Engagement @staceyharmon | @jimmymackin
- 28. Her Facebook Page Her Facebook Profile @staceyharmon | @jimmymackin
- 29. Tactic: Clear Call To Action @staceyharmon | @jimmymackin
- 30. Tactic: Content Strategy @staceyharmon | @jimmymackin
- 31. Goal: Promote Listings @staceyharmon | @jimmymackin
- 32. Tool: Page Apps @staceyharmon | @jimmymackin
- 33. Tool: Groups @staceyharmon | @jimmymackin
- 34. Tool: Content Strategy @staceyharmon | @jimmymackin
- 35. Goal: Referrals @staceyharmon | @jimmymackin
- 36. Tool: Profile Lists @staceyharmon | @jimmymackin
- 37. Strategy: Connect with Agents in Relocation Markets @staceyharmon | @jimmymackin
- 38. Tool: Pages @staceyharmon | @jimmymackin
- 39. Tool: Groups @staceyharmon | @jimmymackin
- 40. Tool: Groups @staceyharmon | @jimmymackin
- 41. Goal: Buyer Leads @staceyharmon | @jimmymackin
- 42. Tools: Page App & Profile @staceyharmon | @jimmymackin
- 43. Tool: Page Apps for IDX Search @staceyharmon | @jimmymackin
- 44. Case Study: Comprehensive Page Strategy “Reveal” Landing Tab offering LIKE incentive @staceyharmon | @jimmymackin
- 45. Facebook Ads To Drive New Connections @staceyharmon | @jimmymackin
- 46. Content Strategy & Interesting Apps Fans: 125 633 6/1/11 1/1/12 @staceyharmon | @jimmymackin
- 47. Ultimate Goal: Generate Business @staceyharmon | @jimmymackin
- 48. Become a Resource @staceyharmon | @jimmymackin
- 49. Create Off-Line Interactions @staceyharmon | @jimmymackin
- 50. Share Success Stories @staceyharmon | @jimmymackin
- 51. Case Study URL & Resource List Agent/Brokerage Pages & Profiles: • www.facebook.com/RealEstateReferralGroup • www.facebook.com/athomeinscottsdale • www.facebook.com/realestateagentdirectory • www.facebook.com/athomeshuntsville • www.facebook.com/rajqsarrealtor Groups: • www.facebook.com/susanpiazzarealestate • www.facebook.com/groups/agentsupport • www.facebook.com/agentmurphyrealestate • www.facebook.com/lewinrealestategroup Applications: • www.facebook.com/locomusings • Lead Conversion App (http://leadconversionapp.com/) • www.facebook.com/LedyardCT • Social Connections by Realtor.com • www.facebook.com/REMAXCahill • IDX-Buzz for Facebook by immobel • www.facebook.com/RobinMilonakis • REcakeIDX by RECake.com • www.facebook.com/PhantomGourmet • LocalInfo by Zillow.com • Neighborhood Finder by Robot Workshop
- 52. Thank You! • Presentation available on Slideshare.net • LIKE our Facebook pages & ask questions: – www.facebook.com/HarmonEnterprises – www.facebook.com/JimmyMackin • Tweet with us: – @staceyharmon – @jimmymackin • Was this great Connect content? Say so to Inman! @staceyharmon | @jimmymackin
Notas del editor
- Despite all of these amazing statistics, many of us struggle to generate any significant business from Facebook.
- Share of online time:95% of 700 Billion minutes
- User base:Today: 800 Million Headed to: 1.3-1.5 Billion
- Uneducated about the medium
- No strategy or goals.Not used with purpose.Short term thinking
- Jimmy:Goal is to increase traffic to your website.
- Jimmy:Goal is to increase traffic to your website.Jimmy Pre-promotion technique (compare no promotion to promotion) - Photo technique
- (Increase your audience)LikesFriendsGroup Members
- Facebook Pages Jimmy - Link your page everywhere (give a break down of where you need to link your page from)
- Only Use if:You are sending traffic to your Facebook PageMost effective if you have 500+ fans
- Drip marketingStaying top of mindFrequencyRecentBrand visibility
- Jimmy’s Tips - Clear call to action, increase frequency of posts, high quality, stop talking about yourself - (few pages to follow) Stop Talking About Yourself
- Yes, you SHOULD talk about real estate.
- Social Connections App MLS integration Top Producer Market Snapshot Housing Trends eNewsletterNeighborhood SearchVictor solutionFacebook Ads
- Get sellers to promote their own listings.
- B2BProfile. Friend agents.GroupsBrokerage spaces/Brand pagesAgent to agentTech support for RE GroupWhat should I spend money onVentura County business groupsApplicationsJimmy’s lead generation
- B2BProfile. Friend agents.GroupsBrokerage spaces/Brand pagesAgent to agentTech support for RE GroupWhat should I spend money onVentura County business groupsApplicationsJimmy’s lead generation
- Would like to get a screen shot of a KW group, or a CB group, or a referral group for CRS. Does this exist?