Women's Council of Realtors Las Vegas Social Media, Marketing, Technology and Branding to Win Listings and Convert Buyers

1. Proven
Strategies for
Winning Listings
& Converting
Buyers

2. Burke Smith – Career Highlights
• Chief Communications Officer at HSA Home Warranty
• Founder of YourNetCoach, Founder of ipayOne,
Executive Team at Prudential California Realty
(Berkshire Hathaway Home Services)
• Licensed California Broker & Real Estate
Coach/Consultant/Trainer
• Personally responsible for over 1500 closed real estate
transactions
• Featured on CNN & in the New York Times
• Nominated 2 years in a row Inman Innovator of the
Year
Technology will NEVER replace real estate agents,
but agents using technology WILL!
Clients have closed over
$25 billion in residential real estate!

3. That’s almost $900 million in closed real estate
transactions without a single lead from Zillow or Trulia!
“THIS IS WHY
WE STARTED
ZILLOW!”

5. Think Differently!

6. What is this class all about?

7. You help people
BUY and SELL the
American Dream

8. First time Home Buyers

9. Soldier Coming Home from War

10. Empty Nesters Retiring to
Travel the World

11. This class is About YOU!

12. Social Media is your FREE platform:
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To share your stories
To show your knowledge of a market
To network
Build your S.O.I.
Do PR for you and your business
Recruit and retain
Social Media does NOT replace what you do,
it complements what you do!

13. Real Estate 101 vs. Social Media 101
Help me
find a
house
What is my
house is
worth
Tell me
how the
market is
PROVE TO ME THAT I CAN TRUST YOU

14. How you CLOSE the Sale
with Social Media
Your #1 Goal is NOT to schedule an appointment
to show them the perfect property!!
Your #1 Goal is that by the time they call, the
prospect believes you are the perfect person to
show them any property because you understand
their needs

15. Proven Solution Strategies for Winning more Listings
1.
2.
3.
4.
Build a brand. You’re not just an agent, you are a brand
within a brand. What is your niche?
Market for listing appointments by creating a higher
perceived value. The 40/40/20 rule.
Everything you do offline MUST have a call to action to
drive people online.
Leverage your SOI through Social Media by separating
your personal and professional life. (FB & LinkedIn)
What do 75% of potential homesellers say they want but
only 1% of agents offer?

16. Build a brand. You’re not just an
agent, you are a brand within a brand.
What is your niche?

17. Building a Brand Identity

18. You’re not just an agent, you’re a brand.
What does your brand stand for?
Hint: “Don’t say Loyalty, Integrity and experience”
• 3 Step Branding Exercise:
• Write down 3 – 5 things that you think your brand represents in the
market.
• Ask your family, friends, co-workers and most importantly your past
clients what is the first thing that comes to mind when they think
about you and your brand.
• Compare their responses to yours.
What is your BIG, BOLD, BRANDING statement?
For example:
“The #1 resource for Las Vegas Real Estate”

19. What is YOUR Niche?
Create AGGRESSIVE referrals

20. What is Social Branding?
CONSISTENCY OFFLINE & ONLINE
CONSISTENCY ACROSS ALL MEDIA

21. Market for listing appointments by
creating a higher perceived value.
The 40/40/20 rule.

22. 40/40/20 RULE
for Winning More
Listing Appointments
with Your Marketing

23. 40% is knowing your audience
Some Quick Facts About
Your Next First Time Home Buyer
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Equal to or Bigger than Baby Boomer Generation
, Roughly 26% of the population
3 times the size of Generation X
Weak on interpersonal skills …why? Technology
Spending power exceeds $200 billion
Close to family , so stay in touch with those past
clients

24. 40% is the value of what you are offering
Example of Failed Marketing:
Really? I need you for that?

25. Example of Successful Marketing:
Anybody can tell you how much your
home is worth, contact us today and we
will tell you how to make your home
worth MORE!
You don’t need to know how much your
home is worth, you need to know how to
make your home worth MORE!

26. 20% is the LOOK
What’s wrong with this picture?
What’s wrong with this picture?
Everything you do offline MUST have a
call to action to drive people online!!!

27. Everything you do offline MUST have a
call to action to drive people online.
For example:
5 Most Important things you need to know when
thinking of selling your home in Las Vegas

28. Leverage your SOI through Social
Media by separating your personal and
professional life. (FB & LinkedIn)

30. Over 1 billion users
Avg. user has 229 Friends
229 Friends!

31. Value of Facebook
• Your next best customer is connected to your
current customers

32. Separating Personal & Professional

33. Separate Your Personal From Professional

34. Create A Page
• www.facebook.com/pages/create
• Choose Local Business or Place

35. Separate Your Personal From Professional
Branded cover photo
with contact info
SEO
Links to different parts of
your website

36. Create A Page
• www.facebook.com/pages/create
• Choose Local Business or Place

37. Create A Page
• Choose “Real Estate” for the Category
• Enter your address and phone number

38. Naming Your Page
• YOUR NAME – Realtor for LIST COMMUNITIES
• YOUR NAME Team – Selling LIST
COMMUNITIES,
• Exp: Burke Smith – Homes in Las Vegas

39. Fill Out Your Info
• The more you fill out the easier you are to find
Focus on Keywords

40. Short Description
• Include the most important information about
what you offer to your audience
• Important: Include your website URL

41. Short Description
• Example
– YOUR NAME selling homes in LIST COMMUNITIES.
Visit www.YOURWEBSITE.com to find your next
home

42. Set Up Your URL
• Edit Page>Update Info>Username

43. Page Name IS NOT the URL
URL
“YourNetCoach”
Page Name

44. Just a Reminder

45. What Happens in Vegas…

46. …stays on Facebook!
Check your security settings!

47. Privacy Settings
• Click on the Lock icon in the top right of your
profile
• Select “Who can see my stuff?”

48. Facts & Figures
200 million users
7,610 searches on LinkedIn Every
Minute

49. Your Network and Degrees of Connection
What does "your network" and "out
of network" mean?
• On LinkedIn, people in your
network are called connections and
your network is made up of your
1st-degree, 2nd-degree, and 3rddegree connections and fellow
members of your LinkedIn Groups.
• 1st-degree - People you're directly
connected to because you have
accepted their invitation to
connect, or they have accepted
your invitation. You'll see
a 1st degree icon next to their name
in search results and on their
profile. You can contact them by
sending a message on LinkedIn.

50. 2nd-degree
• People who are connected
to your 1st-degree
connections. You'll see
a 2nd degree icon next to
their name in search
results and on their
profile. You can send them
an invitation by
clicking Connect or contact
them through an InMail or
an introduction.

51. 3rd-degree
- People who are
connected to your 2nddegree connections.
You'll see a 3rd degree
icon next to their name
in search results and on
their profile. You can
send them an invitation
by clicking Connect or
contact them through an
InMail or an
introduction.

52. 100% Complete LinkedIn Profile
1) Add a profile photo
2) List current position + at least 2 prior jobs
3) 5 or more skills on your profile
4) Write a summary about yourself
5) Fill out your industry and zip code
6) Add where you went to school
7) Have 50 or more connections
Reach out to professionals such as CPAs
instead of attorneys

53. LinkedIn is your Top Search Result

54. What
makes your
Profile
Complete?
• Your industry and
location
• A current position
(with description)
• 2 past positions
• Your education
• Your skills (min. of 3)
• A profile photo
• 50+ connections

55. Add These Skills
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Real Estate
Real Estate Development
Real Estate Transactions
Commercial Real Estate
Real Estate Economics
Corporate Real Estate
Real Estate Financing
Real Estate License
Residential Homes
First Time Home Buyers
First Time Home Sellers
New Home Sales
Single Family Homes
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Home Staging
Real Estate Staging
Existing Home Sales
Certified New Home Sales
Professional
Condos
Apartments
Valuation
Financial Analysis
High Value Homes
Buyer representation
Move up Buyers
National Association of Realtors

56. Endorsements

58. 75% of home sellers say they are
more likely to list with an agent who
uses video
Only 1% of realtors use a YouTube
account to market themselves or their
listings

60. Provide the Solution!
YouTube & Google+
To WIN Listings

61. State the problem…
• 92% of Buyers will start their search on the web
• 70% will start on GOOGLE
• 73% of sellers say they prefer to list with an agent who
uses video to sell their home
• Only 12% of real estate agents have a YouTube channel
• Only 1% of agents use YouTube to market their listings

62. Tactics
• Property Videos
– Use property photos to create a branded slideshow tour of a listing with
voiceover.
– Include pricing information and a link to the listing in the description

63. Video Ideas
• Open House Promotions
– Give people a sneak peek at a new property and let
them know when the next open house will be

64. Video Ideas
• Property Videos
– Use property photos to create a branded slideshow tour
of a listing with voiceover.
– Include pricing information and a link to the listing in the
description

65. Video Ideas
• Agent Profiles
– Well done agent videos can increase the time spent on
site by prospects
• Which in turn decreases their time spent on competitors sites
– Prospects who call an agent after watching a video
profile are far more qualified based on the investment
they’ve made in learning about the agent.

67. Tactics
• Neighborhood Profiles
– Use video to help prospective home buyers learn
about cities or neighborhoods
– Hyperlocal
– Focus on selling the community, not just the
listing

68. Video Ideas
• Neighborhood Profiles
7,000+ Views

70. What’s hard about being a Realtor?

71. Video Ideas
• Real Estate Industry Current Events
13,300+ Views

72. Video Ideas
• How To Videos
– Real estate can be a big complicated world for your
clients. Help them navigate with short, informational
videos that include answers to common questions you
receive

73. Video Ideas
• How To Videos

74. Do Not Do This!!

75. Facts
• Over 6 billion hours of video
are watched each month on
YouTube—that's almost an hour
for every person on Earth
• 100 hours of video are
uploaded to YouTube every
minute

76. Facts
• According to Nielsen, YouTube reaches more US
adults ages 18-34 than any cable network
Your Next first time home buyer/seller
Now outnumber baby-boomers!
Would you have advertised during
Cheers or Friends or M.A.S.H. if you
could have?

77. YouTube Advantages
• YouTube Videos are a large factor in determining
Google rankings

78. YouTube Advantages
• Sites that showcase relevant YouTube videos
rank higher in organic search results
• This means posting and linking to these
videos gives you an advantage over other
real estate professionals

79. YouTube Advantages
• People trust content from videos more than any
other medium
• Videos attract 300% more traffic and leads
(Marketing Sherpa)

80. Making a Video

81. Equipment

82. Smart Phones
are all you need
• 720p HD Video

83. YouTube Capture
• Easy, Fast Recording
• Quick touch up tools
• Instant uploads to YouTube and all other social
networks
• IPhone only

84. Audio
• Boom Mic
• $40
• Lapel Mic
• $30-$60

85. Best Practices
• Have a Plan
• Keep it Short
– 1-3 minute videos
• Make Content Not Ads

86. Video Editing
• iMovie (Mac Only)
• Windows Movie Maker (Windows)
• YouTube (Edit Online)

87. Easy Photo Collages
• Upload a series of photos

89. Uploading a Video
• Select Upload, then Select files to upload.
Note: You can also drag and drop a
video file into this area to upload it

90. Uploading a Video
Share
This Link
Privacy
Settings
Category
Description
Tags

91. • Title: What you want to call your video.
• Include Keywords
• Description: Keep it brief, and include keywords
and your company name and information so that
people can more easily find your video when they
conduct online searches.

92. • Tags: These are keywords that help identify your
video or business.
• For example, if you’re a realtor posting a video on how
to stage a home, you might use the following tags:
[Home Staging], [How to Sell Your Home], [Name of
Your Business]

93. • Privacy Settings
• Public – anyone can view your video
• Unlisted - only people who have the link to will
be able to view your video
• Private - only those who you list can view the
video

94. • Category: Select a subject matter category that’s
most relevant for your business. Most often “Real
Estate”
• Advanced Settings: These settings are optional and
allow you to include information about the video
location and recording date, and settings for
comments.

95. 5 Components to MAXIMIZE Traffic
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Keywords in the Title
Keywords in the Description
Use Tags
Transcription
Keywords in the File name of the video

96. Do Not Make the #1
Mistake!

97. Have a URL at the beginning
of the description

98. Setting Up A Channel
• You NEED a Google Account
• If you have a Gmail for your business use it!

99. • Go to www.YouTube.com and choose create
an account

100. • After you are logged in click the drop down arrow on the top
right and select My Channel
• Select Click Here right underneath your name to create a
channel for your business.

101. • Enter your business name and category then hit
Create Channel

102. • If you already have an account go to YouTube
Settings

103. • Click on “Create a new channel”

104. • Choose a Channel
Name
• Select Local Business
or Place for the
Category
• Agree to the Pages
Terms

105. • Set your URL

106. Once set your URL is
permanent and can
never be changed!

107. Seriously. . .
It’s permanent

108. Add A Description

109. • Click on the pencil icon

110. • Channel Description
– Highlight your most important content up front i.e. a link to
your website
– The description also shows up in the About Tab for a
channel and is a valuable resource for subscribers to find
out more
– Include relevant contact information (email, phone, etc)
– Remember to think about your description as it shows up
on YouTube- on your channel page and in search results.

111. YouTube Video Ideas Review
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tours for available properties
a welcome video that showcases your expertise
client testimonial videos
neighborhood tours
videos discussing Real Estate trends in your area
how-to videos for home sellers to help them get the
highest possible price (staging, before & after, rehab)
• home-buying tips and best practices (first time home
sellers)

112. YouTube Production Tips
• KISS: Keep It Short and Sweet (3 minutes is
good)
• Take advantage of video annotations to share
more videos with your audience or link back
to your website
• NEVER compromise quality!
• Make sure to include your full contact
information in the video

113. Remember
• If you put in the effort you will see the results.
Never
Give Up

115. Why Google+ Matters
Be #1
Perception is reality!

117. Over 90% of Buyers will Start their Search for a Home on the
Web and 70% will Start on Google

118. Who Wants to be #1?

119. Google represents
over 70%
of all searches on the
Internet.

120. Google + Pages

121. Get found, right when your
customers are most interested.

122. Google Places?
• Now Google + Local

123. Google + Local
• They place this group of businesses on page #1 of
search results, at the top, in prime position each
time they sense that a Consumer is “Searching” for
an agent.
• When they use words like Realty, Real Estate Office,
Real Estate Agents, ect Google inserts “Places” right
at the top.

124. Google + Local
• Think of it as “This generations Yellow Pages”! Just
as you HAD TO BE in the Yellow Pages, you really
HAVE TO BE in Google+ Local!

125. When your customers search on
Google, the results to the right may
include relevant posts, photos, and
videos from your Google+ page.

126. Verifying Your Page

127. Request a Pin

128. When The Pin Arrives

129. Google+ Pages in Gmail

130. TOOLS YOU CAN USE
TO MAKE SOCIAL NETWORKING EASIER

131. Monitoring Your Presence

132. Realtor

133. Monitoring Your Presence

135. Tools You Can Use
Dropbox is one of the most popular cloud computing service available currently. It was just
recently valued at $4 Billion. How many times have you created a Power Point or
similar presentation for a client and they love it so much, they request a copy via email? The only
problem is the file may be too large to e-mail. Enter Dropbox, set up a free account, upload your
files, then share them with your desired e-mail address(es). Dropbox will notify the individuals(s)
that you shared the file with and provide a link for them to set up their free account. Once they do
this, your files can be downloaded for free. It’s a beautiful thing if you want to send large files to
your clients and business affiliates. Dropbox is the way to go. Your first 2 GB of storage is free
before you are prompted to be a paid member, however users can remove files to maintain their
storage capacity below the paid level.

136. HootSuite
BB
TM
SOI

137. Evernote
BB
TM
SOI

138. Smartr Contacts (XOBNI)
BB
TM
SOI

139. Pic Scatter is by far the easiest. You'll need to give access to your likes, photos,
and photos shared with you. Then you can create a montage cover showing a
group of your friends or some of your likes. You can also use a specific photo
album. But no matter what you choose, make sure you have enough there for
Pic Scatter to choose from, to prevent repeating of images.
Pic Scatter is free, but contains branding in the image. It's a super low lifetime
fee of $1.50 to remove the branding, and it also gives you access to filters,
instant uploads, and downloading images to your desktop.
TM
SOI

140. Timeline Cover Banner
Unlike Pic Scatter, Timeline Cover Banner is totally free and does not contain
any branding. It's not as simple, but if you want total control over your
Facebook Timeline's cover image, this will do the trick. Their tool lets you
upload any image (or images) of your choice, which you can then edit or add
text to. You can also select from one of many free background images in their
gallery.
Once you've perfected your cover image, it will download right to your
desktop. The big plus here? There's no need to connect via Facebook!
TM
SOI

141. Pocket (Read It Later)
Sync any article, video or web page that you want to
read, watch or view later. across to your phone, tablet
and computer
TM

142. CamScanner
Use your phone camera to SCAN
(take a picture of) all kinds of
paper documents and send them
to clients
TM

143. SlyDial
TM

144. Magic Plan
BB
TM

145. Sitegeist
BB

146. Camera
awesome
BB
TM

147. HomeSnap
BB
TM

148. Video Walkthroughs
• www.YouTube.com/HSAWarranty

149. Facebook.com/hsahomewarranty
HSA Social Media Resources

150. Win Prizes
Post on our page and be entered into
our monthly fan drawing

151. Just a Thought…
Everybody is….
Nobody is…
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Tweeting
Facebooking
Blogging
Texting
Pinging
Posting
Emailing
Doorknocking
Farming
Calling
Talking
Writing
Mailing
Living
Your opportunity is to combine these two columns!!!!!

153. Your HSA Team
Lisa Waldeck
Regional Director
Cell: (702) 287-1269
Email: lisa.waldeck@onlinehsa.com
Marie Foster
Territory Manager - Las Vegas
Cell: (702) 351-1713
Email: marie.foster@onlinehsa.com