REAL ESTATE TECHNOLOGY 2.0

We are looking forward to the following speaking engagements on using social media and technology to market and sell real estate.  Here is the current line-up:

MARCH 4 - WOMEN'S COUNCIL OF REALTORS® - METROPOLITAN ST. LOUIS - TECHNOLOGY PANEL

Topics will include:

• Use of Video to Market and Sell Homes
  
• Creation of a Photo Blog
• Blogging – A REALTOR'S Perspective
  
• Tech Gadgets
  
• WCR Live - St. Louis Broker Conference Call - Using Talk Radio Shows/Podcasts
• WCR Social Media

For more information on the program, visit:  www.WCRSTL.org.

APRIL 22 - KANSAS CITY REGIONAL ASSOCIATION OF REALTORS® - SOCIAL MEDIA PANEL

Topics will include:

• Blogging for Business - ActiveRain and Other Platforms
• LinkedIn Strategies - No Longer the Redheaded Stepchild of Social Media

For more information on the program, visit:  www.kcrar.com.

JULY 8 - WOMEN'S COUNCIL OF REALTORS® - ST. CHARLES COUNTY - SOCIAL MEDIA

Topics will include:

• The Don’ts of Social Media – Common Mistakes
• 5 Social Network Strategies to Build Your Business (LinkedIn/Facebook/Twitter)
• Blogging for Business – Topics that will Drive Business to You
  
• Google Tools for your Business and Other Tech Gadgets
  
• Social Media Resources

For more information on the program, visit:  www.wcrstcharlesco.org.

We hope to have a few more training events scheduled in the next week, including a program focusing on the use of technology and social media by professional association.

NEED A SPEAKER FOR YOUR NEXT SALES MEETING?  Contact Ryan Shaughnessy at PREA Signature Realty at 314-971-4381 or by e-mail to Ryan@PREASignatureRealty.com.

Just one of the many reasons that I recommend to our agents to join ActiveRain and start blogging today - Great support... Great Learning Tools - Start your ActiveRain blog today by clicking on Join ActiveRain.

In this series on How to Set Up a Facebook Fan Page for Real Estate Associations, Brokerages and Agents,

we will discuss the basics on how to set up a Facebook Fan Page.  Here are the topics in this series:

• How to Set-Up a Basic Facebook Page
  
• How to Create Customized Tabs for Facebook Fan Page
  
• HTML/FBML Code, Cheap Tricks and Short Cuts, and Other Design Ideas
• Strategies for Using Facebook Fan Page to Market and Sell Real Estate

In today's installment, we discuss some strategies on how to use your Facebook Fan Page to market and sell real estate.

Step 1 - Create a dynamic Landing Page that describes your business, business philosophy, practices areas or services, and geographic service areas.

Step 2 - Integrate your website, social networking sites and hosting sites for files, video, photos, and audio.  Use buttons and links to allow your fans to interact with you via multiple mediums and allow passive viewing and downloading of documents, presentations, and videos.  Incorporate SlideShare and Box.net as delivery platforms.

Step 3 - Use RSS feeds for content such as news, blog posts, and even Twitter posts.  By posting your Tweets as an RSS feed, you may get someone who doesn't use Twitter to read your Tweets via an RSS feed or via e-mail.

Step 4 - Integrate multiple media platforms such as video, photographs, podcasts and streaming audio.

Step 5 -Provide some free teaser information or materials.

Step 6 - Promote localism and referrals via the use of banners and via the placement of favorite fan pages on your site.  Use banners as a means of strengthening ties with your business partners.

Step 7 - Make it interactive with a community calendar, polls, etc.

Step 8 - Develop good content using posts to the Wall, start thought provoking Discussions and even usw canned content from third parties such as NAR produced content available on the new HomeLogic.com website.

Step 9 - Use lead capture forms such as those created by using JotForm.com.

Step 10 - Use applications developed by third parties to display your listings.  Facebook Fan Pages are static and don't support dynamic content.  However, RealBird has a widget that allows you to display listings prominently on your Facebook Fan Page.

Step 11 - Use a gimmick to draw interest and keep people coming back - tech tip of the day, worst MLS photo of the week, etc.

If you enjoyed this series, please assist us in building our fan base for the Facebook Fan Pages of PREA Signature Realty and/or the Metropolitan St. Louis Chapter of the the Women's Council of Realtors.

Interested in learning how you can use technology and social networking sites to market and sell your home, condo or loft in St. Louis?  Contact Ryan Shaughnessy at PREA Signature Realty at 314-971-4381 or send an e-mail to Ryan@PREASignatureRealty.com.

In this series on How to Set Up a Facebook Fan Page for Real Estate Associations, Brokerages and Agents, we will discuss the basics on how to set up a Facebook Fan Page.  Here are the topics in this series:

• How to Set-Up a Basic Facebook Page
  
• How to Create Customized Tabs for Facebook Fan Page
  
• HTML/FBML Code, Cheap Tricks and Short Cuts, and Other Design Ideas
• Strategies for Using Facebook Fan Page to Market and Sell Real Estate

In today's installment, we discuss in two installments the HTML code used to create the Facebook Fan Page for the Metropolitan St. Louis Chapter of the Women's Counsel of Realtors.  To view the Fan Page, click on:  WCR-St. Louis Fan Page. 

A.  Custom Header for Landing Page.

Code:

<a href="http://s474.photobucket.com/albums/rr109/GildedAgeSales/WCR-Facebook/?action=view&current=Header.jpg" target="_blank"><img src="http://i474.photobucket.com/albums/rr109/GildedAgeSales/WCR-Facebook/Header.jpg" border="0" alt="Photobucket"></a>

<a href="http://s474.photobucket.com/albums/rr109/GildedAgeSales/WCR-Facebook/?action=view&current=WCR-Intro.jpg" target="_blank"><img src="http://i474.photobucket.com/albums/rr109/GildedAgeSales/WCR-Facebook/WCR-Intro.jpg" border="0" alt="Photobucket"></a>

B. Custom Intro Tex for Landing Page.

Code:

<a href="http://s474.photobucket.com/albums/rr109/GildedAgeSales/WCR-Facebook/?action=view&current=Header-Participation.jpg" target="_blank"><img src="http://i474.photobucket.com/albums/rr109/GildedAgeSales/WCR-Facebook/Header-Participation.jpg" border="0" alt="Photobucket"></a>

C.  Custom Link Table.

Code:

<h3>GETTING STARTED…</h3>
<ul>
<li><a href=”http://www.facebook.com/WCRStLouis?v=app_11007063052”>Sign-Up for WCR-STL Announcements </a> <div class=”descrip”>Receive announcements of WCR-St. Louis events, business resource meetings and more.</div>
</li>
<a href=”http://www.facebook.com/WCRStLouis?v=app_10442206389”>Sponsorship and Advertising Opportunities</a> <div class=”descrip”>Sponsor a WCR-St. Louis event, business resource meeting, etc. or gain additional exposure by advertising in WCR-St. Louis newsletters, event announcements, and online media.</div>
</li>
<li><a href=”http://www.facebook.com/WCRStLouis?v=app_6009294086”>New Member Inquiry</a>
<div class=”descrip”>Become a member or affiliate of the Women’s Council of Realtors</div>
</li>
 <li>
<a href=”http://www.facebook.com/WCRStLouis?v=app_7146470109”>Join a WCR-St. Louis committee. </a><div class=”descrip”>Contribute to the success of WCR-St. Louis by giving your time and sharing your knowledge, experience and expertise. </div>
</li>
 </ul> </div> </tr> </table>

D.  Custom Banner Footer.

Code:

<a href="http://www.BannerFans.com"><img src="http://img215.imageshack.us/img215/7030/433778588090db2m3.jpg" border="0" width="700" height="100" alt="BannerFans.com" /></a>

E.  Box Image with Link.

Code:

<p style="text-align:center;"><a href="http://www.Twitter.com/WCRStLouisMO" target="_blank"><img src="http://i474.photobucket.com/albums/rr109/GildedAgeSales/WCR-Facebook/Twitter.jpg" alt="" /></a></p>

F.  Document Downloads Powered by Box.net.

Code:

<a href="http://s474.photobucket.com/albums/rr109/GildedAgeSales/WCR-Facebook/?action=view&current=Header.jpg" target="_blank"><img src="http://i474.photobucket.com/albums/rr109/GildedAgeSales/WCR-Facebook/Header.jpg" border="0" alt="Photobucket"></a>
<style type=”text/css”>
.menu {
background:#FFFFFF none repeat scroll 0 0;
border:1px dashed #BDC7D8; padding:5px;
font-family:”lucida grande”,tahoma,verdana,arial,sans-serif; font-size:15px;
width: 600px; margin-left:10%; margin-right:10%;
}
.menu h3 {
margin-bottom:10px; padding:5px 0 0 5px; font-size:14px;
}
.menu ul {
color:#3B5998; padding:0 10px 5px;
}
.menu li {
font-weight:bold;
list-style-image:none; list-style-position:inside; list-style-type:square;
padding:0 0 5px;
}
.menu .descrip {
color:#444444; font-weight:normal;
padding:3px 0 0 15px;
}
h3 {color:#3b5998;}
<!–
a:link {color: #3b5998; text-decoration: none; }
a:active {color: #3b5998; text-decoration: none; }
a:visited {color: #3b5998; text-decoration: none; }
a:hover {color: #3b5998; text-decoration: none; }
–>
</style>
<div class=”menu” >
<h3>WCR - Downloadable Forms</h3>
<ul>
<li><a href=”http://www.box.net//URL deleted</a><div class=”descrip”>President Message, Officer Reports and Other Chapter Information </div></li> 

</ul> </div> </tr> </table>

By replacing the image URLs, document hosting URLs and text, you have a roadmap for creating the code for your Facebook Fan Page. In the next post, we will discuss some HTML codes written specifically for Facebook Fan Pages using FBML.

For more information on how to create your customized Fan Page, contact Ryan Shaughnessy at PREA Signature Realty at 314-971-4381.  Or, visit www.PREASignatureRealty.com and click on the "Technology Toolbox."

In this series on How to Set Up a Facebook Fan Page for Real Estate Associations, Brokerages and Agents, we will discuss the basics on how to set up a Facebook Fan Page.  Here are the topics in this series:

• How to Set-Up a Basic Facebook Page
  
• How to Create Customized Tabs for Facebook Fan Page
  
• HTML/FBML Code, Cheap Tricks and Short Cuts, and Other Design Ideas
• Strategies for Using Facebook Fan Page to Market and Sell Real Estate

In today's installment, we discuss how to create customized tabs.  As discussed in the prior post, Facebook Fan Pages have six tabs with two tabs universally dedicated on every Facebook Fan Page - Wall Tab and Info Tab.

Step 1 - Install Static FBML Application.  Go to Wall Tab.  On left side, click on "Edit Page".  The bottom section is labeled as More Applications.  Click on "Browse More".  On Applications Page, enter "FBML" or "Static FBML" into search box.  The search results should include an application called "Static FBML".  Click on "Static FBML".  On the Static FBML under the Application icon, click on "Add to My Page".  There will then be a pop up showing your Facebook Fan Pages.  Click on the Fan Page upon which you want to install the custom tab.

Step 2 - Create Custom Tab.  Go to Wall Tab and click on "Edit Page."  Go the FBML Application.  Click on "Application Settings".  Click on "Tab Available Add."

Step 3 - Create the Page Content for the Tab.  Now, click on "Edit".  There will be an elongated rectangular box.  In the first section, enter the name of the custom tab in the "Box Title" section as you want it to appear on the Facebook Fan Page Tab Bar.  In the second section, cut and paste the HTML/FBML code into the box entitled "FBML".

Step 4 - Creating HTML/FBML Code.  There are three divergent methods on how to create the Page Content for the custom Facebook Fan Page Tab.  Here are some of the methods:

• HTML Code:  If you are an experienced programmer, you simply write the HTML code necessary to create the page content.  For this method, you want to employ a professional such as Mike Mueller on Activerain.  Here is a link to his website describing his custom Facebook Fan Page Business Services.
  

• HTML Editor:  Use an HTML editor to create the intended design and look and then click on the source code to obtain the HTML code.  NVU is a free and easy to use HTML editor and can be downloaded for free.  Or, if you blog on ActiveRain, use their WYSIWYG editor, save as draft, and then open again click on HTML.  To join ActiveRain under a free membership, click on New Member.  Cut and paste the code into the Static FBNL box.

NVU Editor

• Design on Screen

• Click on Source at the bottom of the design screen to obtain HTML code.

• Cut and paste HTML code.

ActiveRain Blog

• Design on screen using WYSIWYG editor. 
  

• Save as draft.

• Click on edit to open blog post.  Click on HTML to switch from WYSIWYG editor to HTML editor.  Cut and past HTML code.

• Image Only HTML:  Create your intended content using any program such as Microsoft Publisher.  Use a screen image capture service like the free Snagit Editor to capture the image and then save the image as a .jpg file.  Upload the jpg file into a free photo hosting service like Photobucket.  Edit the photo to create an image a maximum of 760 pixels wide.  Cut and paste the HTML code from the photo hosting service into the Static FBML box.

• Create item.  Use screen capture like Snagit to capture the image.  Save as a .jpg.

• Upload .jpg file to Photobucket.  Cut and paste HTML code for image.

To see a recent Facebook Fan Page set up for the Metropolitan St. Louis Chapter of the Women's Counsel of Realtors using all of the methods described above, click on:  WCR-St. Louis Fan Page.  It is still a work in process but you will get some ideas.

In the next post, we will discuss how to create more specialized boxes and tabs using simple HTML code.

For more information on how to create your customized Fan Page, contact Ryan Shaughnessy at PREA Signature Realty at 314-971-4381.  Or, visit www.PREASignatureRealty.com and click on the "Technology Toolbox."

In this series on How to Set Up a Facebook Fan Page for Real Estate Associations, Brokerages and Agents, we will discuss the basics on how to set up a Facebook Fan Page.  Here are the topics in this series:

• How to Set-Up a Basic Facebook Page
• How to Create Customized Tabs for Facebook Fan Page
  
• HTML/FBML Code, Cheap Tricks and Short Cuts, and Other Design Ideas
• Strategies for Using Facebook Fan Page to Market and Sell Real Estate

Step 1 - Go to Facebook Home Page.  Scroll down to the bottom and click on "Advertising."  On the Advertising Page, click on "Create Pages".

Step 2 - Select the appropriate page type.  The choices are local, brand/product/organization or artist/band/public figure.  The initial choice is important because it will impact what info is displayed on the Info Tab of your Facebook Fan Page. 

Here is the information contained in the Local Info Tab:

Here is the information contained in the Brand/Product/Organization Tab:

Here is the information contained in the Artist/Bank/Public Figure Tab:

Step 3 - Enter the name of your Fan Page including the company name and clever business tagline.

Step 4 - After entering your Fan Page name and clicking enter, you will then be taken to Fan Page site.  Click on the photo box identified by the "?" and upload a photograph.  Using graphics that will stand out as a thumbnail is preferred.

Step 5 - Click on the "Info" tab and enter the appropriate information.  Don't limit yourself to the description used by Facebook.  Expand the "Info" information to reflect your business, practice areas, geographic service areas, etc.

Step 6 - Click on "Write Something about..." on the left column of your Facebook Fan Page.  Add a description of your business or service with a clever business tagline.

Step 7 - Plan out your tabs.  Basic Facebook Fan Pages have a total of six tabs with two of the six tabs fixed and universal to all Facebook Fan Pages - the "Wall" and "info" tabs.  Although only six tabs appear across the top of the Facebook Fan Page, additional tabs can be accessed by clicking on the "+" Tab.  However, consumers and fans using your Facebook Fan Page may not realize that you have additional content so the most important content should be included in one of the six tabs.

Step 8 - Organize your tabs.  Click on "Edit Page".  In the second section of the Fan Page edit page, you will see a series of boxes with your pre-set Facebook Applications, including Discussion Boards, Events, Links, Notes, Photos and Videos.  Set where the application appears on your Facebook Fan Page - either "box" or "tab" - by clicking on "Application Settings" and then specifying "Tab" or "Box" by clicking on "Available" to change it to added and vice versa.  It is possible to include an application on your Facebook Fan Page as both a "Tab" and as a "Box".

Step 9 - Click on "Add More Applications."  On the Applications Page, click on "Pages".  Some good applications are:

• My Office - Collaboration tool good for non-profit organizations.
• Social RSS - Use for Blog and Other RSS feeds.
• Slideshare - Display your Powerpoint and other presentations.

Repeat Step 8 to set where these applications will appear on your Facebook Fan Page.

Step 10 - Click on "Edit Page" and Click on Edit Settings to set your country restrictions, your age restrictions, and to publish the Fan Page.

Step 11 - Click on "Wall Settings".  First, set the default view for the wall.  Your choice is "Posts by Page" or "Posts by Page and Wall."  This selection will determine whether your wall is interactive or is outgoing message only.  For social network sites, more interaction is preferred so select "Posts by Page and Wall".  Second, Second, set the default landing tab.  Until you create a landing page, your default page should either be your wall, your box tab, or your discussions tab - depending on where the best content is located.  Third, set the fan access to specify whether fans have access rights to post to wall or upload photos, videos, and links. 

Step 12 - Populate your site with sample posts such as wall posts, notes, links, photos and more. Here are some ideas and examples from the Metropolitan St. Louis Chapter of the Women's Council of Realtors.

Here is an example of a Wall for interacting with members by posting notices, links, photos, videos, event announcments and more.

Here is an example of the Info Tab showing location and websites.  Content will vary based on the type of group selected at the outset of creating the Facebook Fan Page.

Here is an example of a Landing Tab for a Facebook Fan Page.

Here is an example of content for a Boxes Page including links, photos, videos, etc.  Also, include Boxes that integrate your other social media platforms.

Here is an exampe of a Discussion Tab.

Here is an example of a a Download/File Sharing Tab.

Here is an example of a Tab Banner for advertising, recognizing others, etc.

To see a recent Facebook Fan Page set up for the Metropolitan St. Louis Chapter of the Women's Counsel of Realtors, click on:  WCR-St. Louis Fan Page.  It is still a work in process but you will get some ideas.

In the next post, we will discuss how to create customized tabs for your Facebook Fan Page.

For more information on how to create your customized Fan Page, contact Ryan Shaughnessy at PREA Signature Realty at 314-971-4381.  Or, visit www.PREASignatureRealty.com and click on the "Technology Toolbox."

On occasion, it may be permissible to download videos from the internet for use under the "fair use" doctrine.  There are several tools available to capture and download videos from the internet.  However, none is easier to use then www.ClipNabber.com.  ClipNabber makes it easy to download videos from the internet in three simple steps.

• Step 1 - Go to the video source.  Copy the URL for the video source.  Note:  For YouTube.com files, videos designated as "private" or "embed disabled" cannot be copied or downloaded using ClipNabber.com.  Also, if the video is embedded, go to the hosting source to obtain the URL.
• Step 2 - Open www.ClipNabber.com in your web brower.  Paste the URL for the video in the input box.  Click on the box "Nab Clip.'
• Step 3 -  ClipNabber then downloads of the video.  You will see a "loading" message while the ClipNabber is processing the video.  Save the processed video file either as an MP4 file or Flv file.

Currently, ClipNabber supports the downloading of internet videos from over 100 video hosting websites.  In addition to YouTube.com, here is a list of video hosting sites supported by ClipNabber:

Before downloading videos from the internet, it is important to understand your rights and responsibilities regarding the downloading and/or use of the internet videos.  First, review the copyright information and/or creative commons license for the video.  Second, review the terms of service of the site to determine whether downloading or video capture is expressly prohibited.  Third, if permission or a license to use is not expressly granted, the limited use of the video may still be permitted under the "fair use" doctrine.  Before downloading and using internet videos, I strongly suggest that you consult with an attorney to discuss the complicated contours of the fair use doctrine to avoid a claim of copyright infringement by the owner of the video.  As a starting point, you may want to visit American University's Center for Social Media and review the Code of Best Practices of Use of Internet Video.

Interested in learning more about how PREA Signature Realty uses internet video for sales training instruction and for marketing and selling homes?  Contact Ryan Shaughnessy at PREA Signature Realty at 314-971-4381 or send an e-mail to Ryan@PREASignatureRealty.com.

Yesterday, I posted an article to my ActiveRain blog entitled "Stop Annoying Your Facebook Connections - Use SeeMyListings.com to Place Your Listings on Your Profile Page."  It was a pretty simple post.  It described how you could use the www.SeeMyListings.com widget from the National Association of Realtors and Realtor.com to place your listings on your Facebook profile page and eliminate or at least reduce those "just listed" type status updates that can be annoying to friends, family and colleagues on social networking sites. 

The response from AR members and subscribers to my AR and outside AR blogs was positive with most comments being something along the lines of "Thanks... I didn't know that about the listing widget."  Given these comments, I posted the article as a link in a status update on Twitter, Facebook, and LinkedIn.  Again, I received positive comments so I also posted to several LinkedIn groups.  Again, 99% of the responses were extremely positive.  In the NAR LinkedIn group, it seemed to provoke a storm of protests from the self-proclaimed "social media police" and "social media gurus."  It seemed odd for two separate reasons:  first, the listing widget was created by Realtor.com for use by Realtors, and, second, it was intended to allow Realtors to show their listings without bombarding or annoying their "friends" on Facebook with listing information.  Realtor.com has held tech seminars around the country this year and the listing widget has been offered in these seminars as a preferred method of presenting listings over repetitive status updates.  Nevertheless, the discussion posted to the NAR LinkedIn group seemed to be controversial.

Here are a few of the comments that I wanted to share from the LinkedIn discussion:

• It always bothers me when people continue to use social media to do sales. The reason social media has evolved is because people are tired of traditional sales and advertising practices. Consumers look to their inner circle for trusted influencers. Facebook, Twitter, LinkedIn are all places to network, be social and expand one's influence by providing value, not flashing your business card and homes for sale in everyone's face... Spamming these sites doesn't help the agent who has the listing. It harms them. I unfollow, block and basically turn a blind eye to their listing spam and them.  It's an indication of a lack of understanding the simple basics of social networking.
• OK go ahead and post your widget. Turn FB into a marketing site. My point is the origin of social networking is exactly NOT about what you are doing. It is repeating the same repulsive behavior that has been annoying us on TV, the radio and in print media. The consumer is sick of being SOLD. They want to connect with a trusted advisor they find personally or comes recommended to them. I can see your point about having the widget on the profile. Of course since FB is a walled garden, only your friends can see your widget. Tell me this, what is the point? If it doesn't get traffic why bother?  I prefer not to risk being put in the same class as spammers and that is what it is to me when you put ads on a social networking site. 
• I agree with Xxxxxx, FB is not for listings. You can go ahead and post them there, but I will remove anyone from my "favorite" friends list and move them to the "other" list that I rarely if ever review. If you would like to post an interesting article, with a link to your listing, then that would be much better. For example, I posted regarding investment property. I posted it to FB and got quite a few visits back to my site. An alternative is to set up a business FB page, then let people that want those ads to become a fan. When Realtors complain about your postings, that is a good sign to back off on sending those. Use an email broadcast, much better.
• I am glad that I will never see your advertising because I will never visit your profile.
  Facebook is for social-media and not for your listings, but I believe that has been mentioned to you on the above posts.

Now, I actually respect the commentator who made the first two comments.  However, I fundamentally disagree with her position.  Here are a few points to consider:

• Opt-In Procedures:  Unlike e-mail marketing suggested by one of the commentators above, most social networking sites (including Facebook and LinkedIn) are opt-in, permission based sites.  That is, your connections or friends on these sites have to accept you before they receive any communications(status updates or other items) from you.  If you overstep the bound or unwritten rules of the sites, people will simply opt-out.
• Passive Nature of Profiles:  Unlike status updates, posting listings using the listing widget on your Facebook profile or using Slideshare.net or Box.net on your LinkedIn profile doesn't post or send any announcement to your connections or friends.  It is passive in nature and is accessed only by someone who is looking at or reading your profile. 
• Distinctions between Permission Based Advertising and Spam:  Use of the listing widget isn't "spamming."  By definition, "spam" is an unsolicited, commercial communication.  In the case of the listing widget, it isn't unsolicited because the friend or connection has opt-ed into your network.  In addition, it isn't even a communication.  There is no e-mail, notification, etc. sent or posted.  That said, the person must actually go to your profile to take a look at your listings.
• Uses of Listing Widget:  The listing widget is an important tool.  The ability to show potential clients your current listings can bolster your expertise and credibility.  If you sell a particular neighborhood or have a narrow field of expertise, the listing widget allows friends and connections who are potential clients to see the number of listings, price ranges, types of housing, etc. which can be effectively used to enhance your status as a neighborhood expert or  specialist.

Some members of social networks want to preserve social networks as a pristine, commercial-free playground of thought and discussion.  In reality, LinkedIn and Facebook are or at least can be powerful marketing tools when used right.  The fact that businesses are actively promoting their presence on Facebook, LinkedIn, and Twitter is a pretty good sign of the marketing potential held by these sites. 

Oddly, I don't disagree with the underlying premise of the comments above - that is, ad and marketing machines on social networking sites aren't effective.  However, I don't view a listing widget on your Facebook page as contaminating or fundamentally changing the social nature of sites such as LinkedIn and Facebook.  When I look at most profiles on Facebook, I often see a link to one's website.  The website is typically their company website or personal business website.  My question is:  Is using a listing widget on one's Facebook profile really any different than having a Facebook profile with a link to a person's business website?

The Marketing Machine - Annoying your Friends, Family and Other Members of Your Social Network

Social networking sites such as Facebook can be great tools for keeping in touch with members of your sphere of influence.  Keeping your friends and family informed of your professional interests is an appropriate use of social networking sites.  However, there is a fine line between sharing your professional insights and experiences on social networking sites and using social networking sites as an advertising and marketing machine.  For those new to social networking sites, it is easy to take the wrong approach to social networking by blasting your listing information repeatedly to your connections. 

Use SeeMyListings.com Widget to Place Your Listings on Your Facebook Profile

For Facebook users, there is now a simple solution.  Use the listing widget provided by the National Association of Realtors and Realtor.com to place your listings on your Facebook profile.  Here are the steps:

Step 1 - Go to www.SeeMyListings.com.

Step 2 - Click on "Add My Listings.

Step 3 - Log on to your Facebook account.

Step 4 - Enter your MLS provider and user name.

Step 5 - Click on "Add to Profile" or "Update Listings."

In a few simple steps, you are able to automate the addition of your listings to your Facebook profile.  Given the number of Realtors who I am connected to on Facebook who aren't using this feature, I thought I would post this this short how-to post to get them motivated.  Five easy steps to get your listings on Facebook without annoying your friends, family and even colleagues.

BLOGGING AS AN INTERNET MARKETING STRATEGY

When it comes to building an internet marketing presence, real estate agents should have a multi-prong strategy that includes a brokerage website, an agent website, a blog, listing feeds to search portal sites, participation in forums, and social networking sites.  Despite the growing popularity of blogging as a marketing tool by businesses generally, real estate agents still appear to be reluctant to embrace blogging as a marketing strategy to build their internet presence.  In the 2009 NAR Technology Survey, 8% of Realtors viewed "blogging" as "important" for generating leads whereas 20% of Realtors viewed "blogging" as "unimportant". 

WHY BLOGGING DOESN'T GENERATE LEADS (FOR SOME)?

So, why are Realtors so reluctant to embrace blogging as an internet marketing strategy?  In speaking at sales meetings at brokerages in the St. Louis area, I often receive two common responses to this question:

• Category 1:  I often get comments that seem to indicate that real estate agents are intimidated by blogging.  The comments range from "I don't write well..." to "I don't have any great insights to offer" to "I don't have time to write articles" to "I don't know where to start" to "My broker doesn't provide us with a blogging platform."  
• Category 2:  I often get comments that bluntly claim that "blogging" simply doesn't work.  Often, these comments start with "I tried it for a month..." and end with "it didn't generate any leads or income." 

There is often a common thread to these discussions.  In both cases, the failure to start blogging and the failure to continue blogging often is directly related to the failure to develop a blogging strategy, the failure to identify your target audience, and the failure to write dynamic posts.  Add into the mix the use of an inferior blog platform, the failure to understand keywords and the basics of search engine optimization, the failure to integrate your blog into your other marketing plans, lack of commitment, and poor execution - and you have a pretty good recipe for a disastrous, time wasting experience with blogging.

WHAT BLOG POSTS GENERATE LEADS?

Now, after my first 12 months of blogging, I decided to look back upon my 400 blog posts in an attempt to determine what topics seemed to generate views and comments, what topics seemed to elicit a comment or inquiry, and what topics seemed to generate traffic to my website, active leads and even commission income.  In conducting this unscientific review, there seemed to be certain categories that generated more interest.  However, interest in the form of comments and business generated from the post often were not mutually exclusive or even related.  Some of my posts that received few or even no comments often were the posts that generated substantial or meaningful traffic to my website, active leads and even commission.

So, after reviewing my posts, I found that almost all of my posts could be placed in one or more of the following categories:

• #1 - HyperLocal Neighborhood Posts:  These posts focus on a single city, neighborhood or even street and ranged from market reports and available properties to neighborhood news and events.  Often, these posts received the fewest number of comments.  However, these posts generated the most inquiries, leads and income.
• #2 - Market Reports - These posts focus on market statistics ranging from single year reports to ten year summaries on existing home sales, housing starts, and more.  These posts generated the least number of comments but delivered the most traffic to our website.
• #3 - Legislative/Regulatory Update Posts:  These posts focus on regulatory and legislative issues on national, state and local levels and ranged from annual legislative updates to commentary on pending legislative proposals to summaries of current regulatory changes - particularly related to FannieMae and FHA lending guidelines.  Often, these posts had the largest number of comments which developed into a healthy debate on the issues at hand.  Although these posts didn't seem to interest consumers in general, the posts did generate interest from other real estate professionals - particularly on LinkedIn Groups.
• #4 - Business Profile Posts:  These posts focus on restaurant reviews, profiles of neighborhood businesses and an occasional interview with a neighborhood leader.  These posts provided some of greatest exposure for our brokerage.  More importantly, these posts developed relationships resulting in some joint marketing and referral business and enhanced our reputation as neighborhood specialists.  Also, these posts served as good content for customers who were relocating to the neighborhoods that we serve.  
• #5 - "How to" Instructional Posts:  These posts focus on sales training, technology, and social networking sites.  Often, these were multi-part series.  These posts were the most highly read by my own agents, assisted in the recruitment of new agents, and resulted in a number of speaking engagements with professional associations, civic groups, and other real estate brokerages, title companies, and other real estate professionals.  These posts served as great introductions to other real estate professionals in the area.
• #6 - Research Posts:  These posts were based on real estate related research studies conducted on a range of issues.  Often, these posts were related to current events or trends and included commentary that often generated widely divergent opinions on the validity of the studies, missing data, etc.  These posts generated interviews and inquiries from journalists.
• #7 - Either/Or Posts:  These posts were generally designed to compare and contrast particular services, loan programs, etc.  These posts didn't seem generate too many inquires but were well received by existing customers and clients.
• #8 - Reblog or Link Posts:  These posts were often used because of time constraints, involved a specialized field, or were just so well-written that they needed to be disseminated to my readers in their original form.
• #9 - Lists/Best Of Posts:  These posts focus on top or best of lists prepared by national news magazines, foundations, etc.  It is difficult to determine the impact of these posts had - except that they promoted the areas that we serve.
• #10 - Best Practice Posts:  These posts generally started as "rants" and were often toned down after further reflection.  Occasionally, these were direct or indirect responses to other posts read on a specific issue.  Although these posts weren't intended to generate direct business, these posts were extremely effective in explaining our business philosophy and practices.
• #11 - Motivational Posts:  These posts were often focused on staying motivated in a down market.  Again, they didn't seem to generate much business.  However, often they were the most enjoyable to write and were often used in connection with sales meetings.
• #12 - Satire Posts:  These posts were intended to highlight specific positions and to tell a story using a combination of humor and sarcasm.
• #13 - Informational Posts:  These posts generated a good deal of non-real estate related business and often suffered from being too technical or too long.  However, these posts used hypothetical situations to describe how such situations and issues could or should be addressed.  The posts often explained our approach and problem solving skills.
• #14 - Video/Photo Posts:  These posts generated occasional requests for re-use of the photos.  If we were grading these posts, we would probably give it an incomplete.  Too few posts to truly get a good read on the impact that they could have.
• #15 - Listings Posts:  These posts were difficult to track when using Html from other sources.  When the posts were based on direct content as opposed to html code, the posts improved our placement for select keywords on Google search results. 
• #16 - Public Service Announcements:  These posts were intended solely to show support for a particular issue.  Often, they were only tangentially related to real estate.  However, they were intended and received as "we care about you" statements. 

So, before you say blogging doesn't work, first answer this question:  Did you post original content for a clearly defined audience with a good value proposition and a concise call to action that offered a personal insight, a tangible benefit for the reader, or an interesting, unusual or controversial slant on a current event or issue?  If you can't answer "yes", then the blogging experiment may have failed because of poor execution or planning and not because blogging is "unimportant" as a marketing tool.

If you are a real estate professional and are new to blogging, the time is now to sign-up for an ActiveRain blog.  There is no better real estate community or more supportive blog platform to learn the basics of blogging and discover some great tips on how to make blogging work for you and your business.

Need a speaker to discuss the blogging and lead generation for real estate professionals?  Contact Ryan Shaughnessy at PREA Signature Realty at 314-971-4381 or send an e-mail to Ryan@PREASignatureRealty.com.