Social Media: Future Implications​

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Image taken from blog.marketo.com

Social networks have been characterized by being a constantly changing movement. These changes can be caused by different factors such as human behavior,
changes in technology, or a combination of both. For today’s marketer, it is essential to have the ability to identify these factors in order to create or modify a strategy that goes hand in hand with this movement. It is important to keep in mind that technologies change rapidly but, those technologies are not the point.

 

What got you here, Won’t get you there

The platforms that are generating positive results in your strategy today, will not necessarily do so tomorrow. Mike Berry, a consultant, and digital marketing trainer mentions in his presentation “The Future of Social Media” that people are loyal to their interests rather than the platform itself. The key point here is that any planned strategy for social networks should be modified according to the platform but based on the audience.

People

Charlene Li and Josh Bernoff, in their book Groundswell, imply that offline, people tend to be more stable in their behavior while online, “People can switch behaviors as soon as they see something better.” Groundswell’s authors also mention that, nowadays, people not only buy online; They are buying for each other. Let’s see it this way, you (marketer) provide the resources and information and the user, through modeling, spread the voice about your brand/product.

There is one thing that is constant in all this, and it is the intention to carry a message. The challenge lies in how that message is delivered through social media. This is always achieved by taking into account the appropriate technologies and being flexible in adjusting to consumer trends/behavior.

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Sources:

Berry, M. (2015) The future of Social Media (Video/Presentation)

Li, C & Bernoff, J. (2011). Groundswell. Winning in a World Transformed by Social   Technologies. HBR Press.

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Viral Marketing Initiatives

Let’s start by defining the concept of viral marketing. After consulting several sources, I can say that the best definition, according to Dr. Ralph Wilson, describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence (practicalecommerce.com). It is important to note that this interaction must be from user to user to be classified as viral.

Top Five Characteristics of a Viral Campaign 

  1. Easy to share: Not only do I talk about the option of sharing the video or image with other users, but the content is the element that promotes this action.
  2. It is adaptable to any social platform: When managing more than one social platform, it is important to be consistent with the content that is presented in each one of them.
  3. Quality Content: It is not just about image quality or sound. In the end, it is more important that the message is clear and honest. We can not forget that in social networks, the environment tends to be a bit more informal so that a strong content can counteract the lack of image quality.
  4. Keywords on the Video or Image title: Search engines do not have the ability to detect the content of a video or image, so it is important that keywords are used in the title.
  5. It must be funny, original, and/or emotional: Over the last few years we have seen how various viral campaigns have taken over social networks. These campaigns have at least one of these three characteristics integrated into your strategy. These three aspects have great value within the campaign because they look for different solutions to stand out from the competition.

Here are a couple of examples that contain one or more of the above characteristics:

 

Remember the ALS Ice bucket challenge? This is a great example of how a home video, with not very good quality, gives a positive result. Characteristics identified: Originality & strong content.

 

 

Undoubtedly, this video breaks with all the schemes and the perception that consumers have about a realtor. It’s funny and definitely original but, at the same time, it is informative.

Join the conversation! Share with us another success story with Viral Marketing.

 

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Sources:

http://www.practicalecommerce.com/articles/100366-viral-principles

https://www.realestatemarketingblog.org/how-to-make-a-viral-real-estate-video/

http://realestateforsantaclarita.com

Differentiation

When we talk about the presence of Real Estate in social networks we automatically think of a person (realtor) instead of a company as such. This is because in the history of real estate, even before the existence of social networks, agents/brokers have done an excellent job in building their personal brand image. Today we are going to contrast the profile of two realtors from the Dallas (TX) area.

Lilly Garcia from Engel & Volkers and her “Big Fat Book of Real Estate Lessons

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Lilly, in her agent profile, says:

“Our relationship is warm, fun, relaxed, based on loyalty and trust by connecting on a deeper level by discovering what drives you.”

This premise defines, in a way, the strategy of this real estate broker that, undoubtedly, seeks to foster a relationship based on friendship rather than B2C. If you look at all her profiles in social networks you will notice that the content is varied; You will find informative capsules and stories of satisfied customers, up to what is a day in Lilly’s life.

Danny Force from Keller Williams Realty

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According to his profile, Danny has several years of experience as a realtor in the DFW area. Unlike the previous example, Danny’s profile looks more formal. There’s nothing wrong with this, it’s just a different style of projecting his personal brand. If you look through his profiles in social networks you will realize that his strategy is based on guiding his followers with informative capsules with videos and links to related articles and highlighting all his achievements as a real estate broker creating a base of trust among his clients.

Social networks have revolutionized the way we do business, especially in real estate. Here we saw how within the same industry you can use different strategies and get positive results. It is important to remember that the main goal of any strategy in social networks is to connect with followers and get those followers to share content with other users.

Do not miss my next blog post where I will talk about the characteristics that a “viral campaign” should have.

Until next time!


Sources

https://www.facebook.com/leccionesdebienesraices/

https://www.facebook.com/LillyGarciaTeam/?fref=hovercard

http://www.dannyforce.com/about.php

https://www.facebook.com/agentdannyforce/

Best Practice for Blogging

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I would like to start by defining the concept of blog. A blog is a web page in which short articles are regularly published and updated with new content-specific and / or free themes. Many say the blog is a modern way of expression and opinion through the internet. According eMadrid.es a blog site is:

  • Is periodic: from time to time it wrote and published a new release or post.
  • It is human and personal: the most valuable feature of a blog is its authenticity, the added value of an author to a given topic by his reflection, his viewpoint and his invitation to dialogue.
  • Their arrangement is linear and vertical: in a web page are placed vertically successive publications or posts, the latest being always the one above.
  • Should be open to comments has a specific space where readers can comment on every post, ask questions, criticize, etc.
  • Eventually be integrated in the “blogosphere” theme: to be a very mature and settled publisher, there are many blogs on any topic imaginable. As a blog gains popularity, other blogs oldest references start making some of his comments and “conversations” are established between blogs and their authors.
  • Contribute to generate opinion: the maturity of blogs makes them an important now to distribute information and form opinions item.

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Best practice for blogging

Here I present the top 5 tips to best practice for blogging found on the internet.

  1. Engage with other blogs and your own readers- Take part in discussions of other blogs. This will help the other users know you and eventually will follow you.
  2. Keep the materials fresh and exciting- Create publications on current issues of interest to your followers.
  3. Give people a reason to return- Through the content of your blog you have the power to get the reader returns. At the end of each publication mentions the next topic to be covered or asks for suggestions for the development of next post.
  4. Refer to other blog posts and articles- Mentioning other people’s content can not only create a “starting point” for your own blogs but it is also a great social media practice and a way to get other authors’ attention.
  5. Check back and often-  It’s important to check in on your blog from time to time and see if there are any new comments you should respond to. Some commenting systems will also allow you to set up alerts when someone else has commented.

Watch this video posted on youtube.com by DigitalMarketer:

https://www.youtube.com/watch?v=rhsg-nnz4LU

Do’s & Don’ts in a Real Estate Blog

Don’ts…

  1. Blogging confidential information– No one likes their private information posted on the Internet, yet real estate agents make the mistake of bragging instead of blogging.
  2. Inconsistency– Many real estate agents do not follow any type of blogging schedule. If you find yourself posting blogs without any consistency, you are really missing the boat. People follow blogs the way they watch the evening news or read their favorite weekly magazine
  3. Dissing Other Real Estate Businesses– The old adage “if you have nothing nice to say don’t say it” works for blogs as well.

Do’s…

  1. Present Frequent Q & A’s- What are your clients interested in learning about? Generate a list of common questions that buyers and sellers have and answer these questions.
  2. Break down Hot Topics– If at all possible, don’t overload a post with too much information; break it down into several key topics.
  3. Add Muscle with Guest Authors– There is a reason that top blogs have multiple authors that contribute content. They view themselves as a publication or online magazine. What kind of magazine only has one author contributing articles? None! You might not be able to hire a staff of writers, but bring in guest authors and your site takes on more perspectives.

“Writing a successful blog is an excellent way to keep in contact with old and new clients as well as attract more clients” –Esther (from IDXCentral.com)

So take advantage of this tool to maximize sales and build your personal brand as our realtor. What topic would you like to see in this blog? Discuss and suggests the topic for the next post.

Until then…


Sources:

http://www.emadrid2011.es/manuales/buenas-prcticas-con-blogs

http://www.diplomacy.edu/sites/default/files/Blogging%20best%20practices.pdf

http://www.campaignercrm.com/en/community/blog/crm/post/10-best-practices-for-corporate-blogging/

http://www.prosar.com/inbound_marketing_blog/bid/159213/Top-10-Blog-Writing-Best-Practices

http://www.realestate.com/advice/7-blogging-mistakes-made-by-real-estate-agents-47349/

http://theinsider.idxcentral.com/5-tips-for-successful-real-estate-blogging/

Brand Social: Powerful element on Real Estate Industry

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Social media affords businesses with the opportunity to build their brand and gain customers more quickly, as well as having a greater and more personal impact than traditional branding methods (R. Suelemente, 2012).

On a countless occasions we have commented about the benefits of brand social. We can say that one of these advantages is that you can measure its scope and adjust the target market. According to the site marketingdiretco.com, brands struggle to invest unless they know the ROI they’re getting.

In the celebration of Digital Marketing week (2013) in Spain, the social media expert, Gema Minayo said:

            “Customers want ROI results in a short-term but, the value of building a community sometimes takes time”

Rome wasn’t built in a day, and if you run a business, you know that the same is true for relationships. Many businesses are of the opinion that each move they make with social media will net them some quick revenue. But the landscape is completely different with social media. Instead of forever trying to sell their product to a market that’s more or less faceless, social media demands that companies reach out to their customers by talking and listening to them. The result is a long-lasting business relationship that will bring long-term revenue (R. Suelemente, 2012).

One of the biggest challenges in the brand social is undoubtedly succeed in creating a community who represent a short-term positive outcomes for the company.

Brand Social & Real Estate

The basis of any marketing effort is digital content, presence and interaction with your audience. It is important to understand that not all social platforms are suitable for any product or service. More important it is to identify the best platform we will work to implement our brand social strategy.

In an interview for this blog, the architect Hans Moll-Stubbe, past President National Association of Home Builders (NAHB) Puerto Rico Chapter and Managing Partner at PRISA Group said:

            “Social media is the main marketing tool to create visitor traffic nowadays. We use Facebook continuously to advertise and communicate our development progress, product, and lifestyle philosophy, above all”

This serves as an example of how, in this case, a new residential development has identified Facebook as the ideal platform to promote and build their social brand strategy. This community (granvistapr.com) achieved through the content on their fan page on Facebook, keep their followers aware of everything that is happening in terms of construction status, opening of new phases, amenities and upcoming events (PR purposes).

The Arq. Moll-Stubbe, graduated from Syracuse University, also said:

“We’re very visual about what we sell”

This is another example of when a brand has defined the way it is projected in front of their followers in a particular social platform. Gran Vista (brand), is a community surrounded by nature, with comfortable and modern residences offering a unique lifestyle in Puerto Rico. They know the potential of the farm where the complex is built so; they get advantage of the beautiful views as a key element in consumer engagement. Watch and judge for yourself…


Sources:

El valor de marca, la avalancha de datos y el móvil: los retos del social brand management en #SocialMediaDay

https://www.techwyse.com/blog/social-media-marketing/social-media-and-brand-management-challenges/

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Mobile Apps for Real Estate: Periscope

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Your own live broadcast from all your listings.

There is no doubt that we are in the Social Networks era and as proof of this we see every day arise countless platforms or applications that encourage social interaction from a mobile device. Today we want to talk about a mobile application that came to revolutionize social networking and yes, real estate too. This new app is called Periscope.

Periscope is, according to its founders Kayvon & Joe, “the best way to share and watch live video broadcasts from your mobile phone”. Apparently is no longer enough to share a photo on Facebook or Instagram, we can now transmit in real-time the experiences that we are living.

Periscope was acquired by Twitter in March 2015. With this acquisition, Twitter users can add to their respective accounts Periscope and allow other users to see a link where they have been invited to watch the live broadcast.

How does it work? Periscope is very similar to other existing social platform. To enter it is necessary to create an account or you can enter your Twitter user information and automatically create a new account. It is quite simple and could be very useful in showing your listings in Texas to a customer who is in New York or California while you’re narrating all the attributes of the property, attractions and answer any questions from the public. During the transmission you will see on your screen all people connecting, comments, or questions of your followers as well as the equivalent of likes on Facebook, hearts. The more hearts do you receive it means that people are liking what they are seeing.

Once inside Periscope the next step will be to create connections and followers. It’s a similar dynamic to the one of Twitter and Facebook with the difference that instead of creating a post you going to do a live broadcast. The key to capturing the public or your fans to see your transmissions is the content of the title. With the title you will be able to capture (or not) the attention of your followers or the general public.
Periscope and my business Luis Maram, in his blog Inspiring Marketing, offers some tips on how to use periscope to promote our business and now we want to share with you 3 of the tips created by Mr. Maram:

  1. Streaming session of questions and answers – You do not have talk all the time, engages followers, they can ask you questions on a specific topic or you can ask that they want to talk. Everyone wants to be heard and get attention, so use this and listen to what they tell you. You can interview the founder of the company, a partner, the testimony of a satisfied customer and industry expert. Making this kind of weekly or monthly meetings is a good way to build loyalty and receive feedback from consumers.
  2. Live Tutorials – have unlimited possibilities. You can educate fans about your products, demonstrations.
  3. Ask me anything live. People do love to listen to them; will want to participate if they know that their questions will receive answers.

We hope this information has caught your attention and hope you try to promote your listings with this wonderful mobile app Periscope.


Sources:

http://www.periscope.tv

10 maneras de usar Periscope para promover tu negocio


Social Media Applications for Real Estate Industry

Real Estate is one of those industries that fit perfectly into the practice of social media marketing. Many agents / real estate companies are already taking advantage of the benefits offered by this “new” practice within marketing. But do we know all existing social media applications? Do we know how to apply them to our industry? In this article we will discuss and learn about the top 3 social media applications for real estate.

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3. You Tube

Like other social platforms, YouTube could be used both for entertainment purposes as for business purposes. The real estate agents will find in this application a vital tool for their digital marketing strategy. With youtube.com the real estate agent will be able to create videos with images of their properties which will allow consumers to know in advance several options of homes for sale without reaching them.

According to the video marketing.tv website, there are 5 important points to be successful using YouTube:

  • Create a video for each property- When produce and upload a video to YouTube is important that we differentiate all our properties so that, in this manner shall be recorded in a unique way in the memory of the consumer.
  • Includes places of interest close to the property/community– It has been shown that one of the things that most influences the buyer’s decision when choosing a home is the neighborhood and access to important transit routes, schools, supermarkets, churches, etc. Do not forget to take advantage of all the amenities that a property has.
  • Use a QR code on your signboards – An effective way to ensure that your video will be seen by active consumers in the search for your new home is including a QR code on your signs so that the client will scan for shortcut to the video of the property.
  • Participates and reply– Important! Partakes of your posts on this and any other platform. Your participation in all your social platforms will help you to create a good image and credibility.

Zillow-Advice-fffdc52. Niche Social Networks (zillow.com)

“Zillow is the leading real estate and rental marketplace dedicated to empowering consumers with data, inspiration and knowledge around the place they call home, and connecting them with the best local professionals who can help.

Zillow serves the full life-cycle of owning and living in a home: buying, selling, renting, financing, remodeling and more. It starts with Zillow’s living database of more than 110 million U.S. homes – including homes for sale, homes for rent and homes not currently on the market, as well as Zestimate home values, Rent Zestimates and other home-related information. Zillow operates the most popular suite of mobile real estate apps, with more than two dozen apps across all major platforms”.

According to the article “Best Social Media Applications for the Real Estate Industry”, the website of the Synovus bank, is vitally important to demonstrate your expertise in a niche such as Zillow Advice. On this platform collaborate hundreds of real estate agents who share their experiences within the industry with the aim not only to guide the consumer but is also a great way to become known as an expert, gain credibility and good reputation.

facebook-house-3601.Facebook

No doubt Facebook is, today, one of the social platforms with the most active users. According to Forbes Magazine, in 2014 Facebook had 1.350 million users. This only means one thing, great possibilities! Experts in the field agree that many realtors make misuse of Facebook such as a marketing channel for their properties and / or personal brand. Christina Ethnidge, contributor in the Inman.com website says:

“Facebook lead generation is NOT about post boosting, name recognition, getting likes or engagement. Facebook lead generation is a single aspect of inbound marketing. It’s about inbound marketing. Inbound. Marketing”.

I wonder if you perceive what I but I think that there is still many unknowns as to use this popular social platform. Ethnidge in her article “Stop failing on Facebook”, revealed some tips for being what she calls “Real Estate Agent online lead generator” and some of these elements to consider are:

  • Run a highly targeted ad, using Facebook’s Power Editor, focused on website conversions. The ad should have a strong call to action and drops the lead right into a sign-up form on your website.
  • Post significant, relevant, valuable content on your Facebook business page AT LEAST three times each day. At minimum. Four to five times is much better (including in the middle of the night).
  • “Sell” yourself, including your listings and testimonials no more than once every three days on your Facebook business page. This does not mean do not promote your blog posts. It means do not promote listings or testimonials or the proverbial “use me” posts so commonly seen on real estate agents’ Facebook pages. Not blatantly anyway. Learn how to do it by providing value.
  • Always keep your No. 1 goal in mind: Everything you do on Facebook should be totally focused on getting people into your email database. Be helpful. Answer questions. Provide value. Your highest value should be in the content you provide to those who have committed to you via your email database.

(Taken from: http://www.inman.com/next/stop-failing-on-facebook-8-ways-to-rake-in-the-real-estate-leads/)

Do not fear these tools. It has been shown that social networks, properly used, can contribute to the success of your business. So start planting effort to reap success.

Thanks for your attention. Until next time!


Sources

https://www.youtube.com/watch?v=VKY5CJBLA40

http://www.synovusbank.sbresources.com/SBR_template.cfm?DocNumber=PA01_0283.htm

http://www.zillow.com/corp/About.htm

500 millones de personas ya usan Messenger de Facebook

Stop failing on Facebook: 8 ways to rake in the real estate leads

* The images shown in this article were taken from: Flickr.com & Google.com/images.