HOW TO LEVERAGE THE POWER OF SOCIAL MEDIA
TO GET MORE DEALS @AustinRSchneider
Goals Importance of Personal Branding in Real Estate How to use social media / personal branding if you “don’t have time” How to use social media / personal branding to GET new business
@AustinRSchneider
AUSTIN SCHNEIDER ● Got licensed to be in real estate when I was 18, failed exam ● Worked in Business Development for 2 years ● Worked at KING 5 TV for 3 years ● Licensed real estate agent at Realogics Sotheby’s International Realty ~2 years
@AustinRSchneider
How it started... Started calling expireds, knocking on doors, didn’t really like it Build my personal brand online, innovate with content, make my touches online (digital door knocking) I started doubling down on my personal brand I started doubling down on leveraging social media to sell Doubling down on this led me to… $7,000.000+ of inbound Business (DM’s, messages, cold e-mail) Full Funnel 425 Business Magazine 30 under 30, spokesperson for The Mortgage Reports, features in KING 5, radio, and more...
@AustinRSchneider
3 Topics 1. How to build a personal brand even if you have no idea where to start 2. How to use social media to build your brand even if you don’t have time to “use� social media 3. How to leverage social media to actually get business through social selling @AustinRSchneider
How to build a personal brand on social media, even if you have no idea where to start.
@AustinRSchneider
7
Personal Branding
“ Personal branding is essentially the ongoing process of establishing a prescribed image or impression in the mind of others about an individual, group, or organization. “
@AustinRSchneider
Why? ● You have a personal brand, whether you know it or not ● You control your message ● People buy PEOPLE not brands, not your rates, etc… ● You get to work with who YOU want to work with ● People are more clear on what YOU do ● It allows you to find a MATCH @AustinRSchneider
2019
@AustinRSchneider
● 93% of buying decisions are influenced by social media. ● There are 3.397 billion active social media users and the average daily time spent on social is 116 minutes a day. ● 68% of all Americans are on Facebook. ● 71% of Americans use Instagram. ● LinkedIn has 500 million members. ● Have you ever “googled” someone before meeting them? So have your clients.
@AustinRSchneider
Real Estate
@AustinRSchneider
Step 1: Foundation “why” Step 2: Define audience Step 3: Define your medium(s) Step 4: Take action
@AustinRSchneider
Customer Avatar BASIC ● ● ● ● ● ● ● ● ● ● ● ●
HOUSING WANTS AND NEEDS
How old are they? Single, married, dating? Do they have kids? What do they do for work? What do they do in their free time? Do they have pets? Where do they like to go out? What is their annual income? Where do they live now? What are their goals? Where do they get their news? What social networks are they using?
● ● ● ● ● ● ● ●
@AustinRSchneider
Where do they want to live? Where do they live now? Is this their first or second home? Condo, townhouse or single family home? What is their estimated budget? How long do they plan on living there? What are their real estate goals? What matters to them in a house?
Growing Family Gary and Sally ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●
37 year old couple Married for 7 years, have a one year old kid, and have another on the way Currently live in the first condo they bought together when they got married No pets He works in IT and she is a school teacher Together they earn $150,000-$250,000 per year They enjoy going to the park and spending time with the family They are on Facebook mostly They also watch the news on TV too In their free time they are consumed with their kids They want to work with someone that can help them navigate the purchase and sale of the home They have some equity pent up in their house They really want to live in a good school district They plan to raise their kids in the home Has a budget of $400,000-$600,000 They want something with a yard and close to parks Looking for someone trustworthy and has also helped families like theirs
@AustinRSchneider
Choose your medium(s)
@AustinRSchneider
Facebook ● 68% of Americans use Facebook ● 2.23 billion monthly active users on Facebook ● Facebook is the most popular social network among middle-aged adults. ● 0.17% is the average engagement rate
@AustinRSchneider
Instagram ● There Are 1 Billion Accounts Active Every Month ● There Are 500 Million+ Insta Accounts Active Every Day ● Popular amongst younger generation. More than half of it’s 200 million active users are between the ages of 18 and 29 - with most of these users visiting the site daily.
@AustinRSchneider
LinkedIn ● 500 million active users ● The BEST way to position yourself as an authority ● Social Media in a suit and tie
@AustinRSchneider
It won’t happen overnight.
@AustinRSchneider
20
How to use social media to build your brand even if you don’t have time to “use” social media
@AustinRSchneider
21
2019 @AustinRSchneider
22
Have a PLAN ● ● ● ● ● ● ●
Content plan Hootsuite, buffer, later, facebook, sprout social “Couch work” Sunday night tasks Open Houses Make physical notes Create drafts
Marketing Calendar Week 1
Article
Photo
Video
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Examples
Motivational quote Events Times article Favorite Coffee Shops Real Estate Value Vlog Market Update
72 Post Ideas
Visual blogging content.
Visual, fun, engaging, content.
Professional content.
YOUR WORK SPACE
GRAPHIC MARKET UPDATE
YOUR FAVORITE LISTING IN (TARGET MARKET)
YOUR DESK VIEW
YOUR FAVORITE BOOK
ABOUT YOUR BRAND
A PICTURE OF YOUR FAVORITE DRINK
BEHIND THE SCENES PHOTOGRAPHY LISTING
NETWORKING OR LEARNING
YOUR FAVORITE LISTING IN YOUR FARM
MOTIVATIONAL QUOTE
YOUR HOME
REAL ESTATE BEHIND THE SCENES
(YOUR CITY) ICONIC VIEWS
FAVORITE HAPPY HOUR SPOT
NEIGHBORHOOD HOT SPOT
SHARE YOUR LISTING
TESTIMONIALS
SOLD
HOME STAGING
YOUR FAVORITE COFFEE SHOP
VIDEO TOUR
HOLIDAYS
KIDS ACTIVITIES
SOLD PHOTO WITH YOUR CLIENTS
NATIONAL REAL ESTATE ARTICLE
SHARE YOUR BRANDS CONTENT
CONTENT FROM YOUR BLOG
TELL A STORY OF A HAPPY HOME BUYER
TALK ABOUT MARKET TRENDS
THROW UP A PICTURE OF A GRAPH
SOLD, JUST LISTED, PENDING, ETC.
SHOUTOUT YOUR FAVORITE REFERRAL PARTNERS
DESIGN ARTICLE (HGTV, ETC)
WHY BUYING A HOME IS A GOOD INVESTMENT
EXPORT AND SHARE 5 HOMES YOU LOVE IN (TARGET MARKET)
TUESDAY TIP VLOG
YOUR FAVORITE RESTAURANT IN (TARGET MARKET)
SHOUT OUT YOUR REFERRAL PARTNERS
DAY IN THE LIFE OF A REALTOR/LENDER
LOCAL REAL ESTATE ARTICLE
REAL ESTATE BEHIND THE SCENES
GO LIVE AT YOUR OPEN HOUSE
TESTIMONIAL VIDEOS
MARKET UPDATE IN (YOUR TARGET MARKET)
WHY YOU LOVE WHAT YOU DO
SHARE A TESTIMONIAL
WHY YOU LOVE (TARGET MARKET)
LOCAL TIMES ARTICLE
NATIONAL REAL ESTATE ARTICLE
SHARE YOUR BRANDS CONTENT
CONTENT FROM YOUR BLOG
TELL A STORY OF A HAPPY HOME BUYER
TALK ABOUT MARKET TRENDS
TALK ABOUT THE LATEST NUMBERS
SOLD, JUST LISTED, PENDING, ETC.
ECONOMIC TRENDS IN (TARGET MARKET)
COMMERCIAL REAL ESTATE NEWS AND HOW THAT AFFECTS RESIDENTIAL
SHOUTOUT YOUR REFERRAL PARTNERS
TUESDAY TIP VLOG
NETWORKING
SOMEONE THAT INSPIRES YOU
SHARE YOUR TESTIMONIALS
TESTIMONIALS
SHARE CONTENT FROM REFERRAL PARTNERS
FIND HOW-TO ARTICLES TO SHARE
MAKE A PREDICTION
WHAT YOU LEARNED FROM_____
COMPANY UPDATES
MOTIVATIONAL QUOTES
A POSITIVE STORY
PUBLISH ARTICLE DIRECTLY TO LINKEDIN
@AustinRSchneider
Download the grid
@AustinRSchneider
ABG Always be gathering content “Mindset shift” Saving articles Inman, realtor.com, Zillow porchlight, NWMLS Take photos that are contextual to who you want to attract ● Sell the LIFESTYLE ● ● ● ● ●
@AustinRSchneider
Should I post this? Educational? Impactful? Valuable? Engaging?
@AustinRSchneider
Outsource Busy Work ● ● ● ● ● ●
Collecting content Photoshoots Graphics Editing etc… (upwork, assistant, fivver, canva)
@AustinRSchneider
It looks cool, but how do I get business from it?
@AustinRSchneider
30
4 Mistakes Realtors Make Posting LISTING after LISTING after SOLD after SOLD. You’re hiring someone to do it for you. Not creating content or using an user generated content. Not engaging with others.
@AustinRSchneider
“Social Selling” LinkedIn defines social selling as the
“The ability to leverage your own professional brand and social network to gather insights and connections, then use that information to discover new opportunities, sell, and get business done.”
@AustinRSchneider
Selling vs. Social Selling VALUE
I’m a great realtor!
VAL VALUE UE VAL UE
okay!
VAL VALUE UE VAL UE
Thanks!
@AustinRSchneider
You’re a great realtor!
Be Repetitive Come up with a reasonable posting schedule and be consistent. This is the easiest way to remain top of mind to current, future, and past clients.
“Success isn't always about greatness. It's about consistency. Consistent hard work leads to success. Greatness will come.�
@AustinRSchneider
Grow Grow your social sphere of influence. Connect with people on LinkedIn, add friends and past clients so you’re always top of mind to them.
@AustinRSchneider
Provide Value in your Content Value will position you as an expert and as a resource. Value can be in the form of relevant articles, giving without receiving (have questions on the market?), and more. With no intention to “get business� from the post. Do this and you will be positioned just right.
@AustinRSchneider
Engage Need to “make your touches” for the day? Try using social media to do this instead. This can be done via messenger, commenting, liking, etc. Get creative! Birthdays, groups, there’s a reason.
@AustinRSchneider
$1.80 Strategy Provide your $.02 on 90 photos. Write a genuine comment on posts that have a hashtag that’s relevant to you or your farm location.
@AustinRSchneider
Repeat, repeat, repeat.
@AustinRSchneider
39
Start.
@AustinRSchneider
40
What you can do Front load your time to define your brand Get your systems in place ABG Post 1-3x daily on social media Make your touches online Grow your social network Repeat daily
@AustinRSchneider
@AustinRSchneider
How I can help Follow me on social: I provide tips, tricks, etc on how to own the market on social. @austinrschneider @austinrschneiderofficial
Follow the blog: I frequently write how-to blogs regarding marketing for agents and social selling www.AustinRSchneider.com
8 week course: I have an 8 week “social broker” step-by-step course that explains this all, reach out if you’re interested
@AustinRSchneider
Thank you! Questions?! @AustinRSchneider