Social Media for Real Estate and Insurance Professionals
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Social media provides benefits for real estate and insurance professionals by encouraging conversations to build trust and cultivate relationships, helping clients find their business and get to know them better, and keeping them informed on industry news, their online reputation, and competition. Professionals should participate on social networks like Facebook, LinkedIn, and Twitter by contributing to conversations, giving more than they take, and avoiding self-promotion. Search engine optimization techniques like blogging, using relevant keywords, linking to other sites, and submitting to directories can help professionals appear higher in organic search results. Monitoring mentions, competitors, trends, and reputation across search engines, social networks, blogs, and other sources provides valuable industry and marketing insights. Metrics from website analytics help
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Social Media for Real Estate and Insurance Professionals
- 1. Social Media for Real Estate and Insurance Professionals Michelle Anderson Director of Media Production/ Community Manager
- 3. What is Social Media? Internet sites, tools and services designed for collaboration, sharing and communication Blogs, social networking and bookmarking sites, wikis, widgets, RSS feeds, etc. Instantaneous feedback Viral
- 4. Social Media Benefits Encourages conversations,builds trust and cultivates relationships (Networking) Helps clients find your business and get to know you better (Marketing) Keeps you informed on industry news, your online reputation and your competition (Monitoring)
- 5. Social Media Networking Your clients are on social networking sites and you should be, too Start here: Facebook (family, friends, childhood buddies) LinkedIn (business connections and groups) Twitter (everything in-between)
- 6. Social Media Networking Participate in the conversation Give more than you take Pay attention to the norm Be useful, don't broadcast Don't keep score
- 7. Two ways to get on search engine results pages (SERPs) Paid: listings that cost you money whenever someone clicks on the link in your paid ad on the SERPs (i.e., Pay Per Click) Organic: ranking naturally on SERPs according to a match between the keyword(s) being searched for and your Web site's content, and the number of Web sites linking to your content Social Media Marketing
- 8. Social Media Marketing Search Engine Optimization (SEO) Get a blog (CMS, built-in SEO, RSS-enabled, widget-friendly, conversation-ready platform) Choose keywords your clients would use to search for you on the Web (“homes for sale in Portland” or “for sale in St. Johns Portland”) Use chosen keywords in domain name, Web site page titles, blog post titles (67 characters or less) Use meta-keywords, tags and alt-text on images
- 9. Social Media Marketing Search Engine Optimization (SEO) Submit your Web site address to directories like Yahoo!, Bloglines, Yelp, ActiveRain, etc. Leave useful, appropriate comments on other blogs and use your Web site address in your signature Link to sites that rank higher than yours in your blogroll Link to your Web site in your social media profiles, and your profiles to your site
- 10. Social Media Monitoring Create an information monitoring dashboard Customized home page that keeps track of whatever you want it to keep track of iGoogle, NetVibes, Pageflakes Feeds, widgets, search results http://www.netvibes.com/proschools
- 11. Social Media Monitoring What to monitor Your online reputation (name, business) Your competition (activity, keywords) Community and industry trends and news (RSS feeds from reputable sources)
- 12. Social Media Monitoring Where to monitor Google Alerts (Google search) search.twitter.com (Twitter search) socialmention.com (social media site search) backtype.com (blog comment search) Blogs (Google blog search, Technorati, Delicious)
- 13. Social Media Metrics Web site tracking (Google Analytics, StatCounter, manymanymany others) Pay attention to your traffic, but don't obsess Look at keywords actually used to find your Web site, and change your keywords accordingly (meta, tags, blog titles) Note any trends (hours, peaks, geolocation) and change your content accordingly (time and frequency of posting, locale topics)
- 14. Social Media Decorum Be authentic Be transparent Be kind Remember, there is NO such thing as anonymous on the Internet. EVER.
Editor's Notes
- ProSchools 8 years Course coordinator Web master Multimedia production Director of Media Production Director of Media Production/Community Manager Media production & development (in one form or another) 20 years Took the 150 hour of Oregon real estate prelicense 4 years ago, never took the licensing test
- Conversations (social) Transparent (not anonymous) Organic (relationship-based) GARY QUESTION: Can you give an example of social media that is viral? Social media is designed to be portable and engaging. Widgets, which are embedded in a Web page and provide something useful, can be branded and contain hyperlinks to your Web sit. If a site visitor finds the widget useful enough that they want to put it on their site too, they can copy the widget code and do that, easily, or share it via email or numerous social media sites like Twitter, Facebook and Myspace. This makes widgets social media that is viral.
- Facebook: DO: Position yourself as an expert DON'T mix business with pleasure – get a business page if a social “off hours” photo of you being seen by potential clients will be problematic LinkedIn: DO: Take the time to fill out your profile completely, including a photo. Take the time to answer real estate-related message board questions DON'T: Spam or promote your listings. Twitter: DO: Use twellow.com or search.twitter.com to find interesting people to follow, that you have things in common with, and say interesting things on a regular basis DON'T: worry who's following you (or unfollowing you)
- GARY ASKS QUESTION: Besides the fact that Paid listings such as Pay Per Clicks cost money, which type of links gets more traffic? ANSWER: 75% of searchers choose to click the free, organic (or natural) links. So, not only does PPC cost money, the amount of money increases as the keywords you buy become more popular and only gets clicked 25% of the time.
- GARY QUESTION: What are meta-keyword tags and alt-text? ANSWER: meta-keywords live in the source code – the HTML language that turns code into the pretty on the page. When you set up your site you can add tags (or descriptive labels) to each page to tell the search engines what your page is about. Alt-text can also be added in the backend of your Web site (the behind-the-scene). It is the tag you add to photos on your site that tells the search engines – and the sight-impaired – what the image is of.
- GARY QUESTION: What is a blogroll? ANSWER: A blogroll is a list of links on your blog. They are traditionally the Web sites that you respect and linking to them gives them more weight, or authority, in the way the search engines rank Web sites. This gives your site a little “google juice” and the site you link to some, too. A win-win.
- A VERY quick overview of measuring and tracking your social media efforts.