Category Archives: Social Media

Clinton Counting on Marketing Postcards for Election Win

It’s true: Hillary Clinton’s presidential political campaign will almost certainly be relying heavily on marketing postcards and other direct mail to communicate her stands on important issues, drum up financial contributions, criticize opponents, encourage voting and more. Her last presidential run did. All political campaigns do – because direct mail is inexpensive, and it has a long history of being able to influence human behavior.

But that’s not really what this article is about.

The headline and first paragraph of this article are simply examples of a marketing technique called “Newsjacking.” In short, to illustrate how effective postcard marketing can be, we linked it to a trending topic in the news: Hillary Clinton’s latest presidential run. You can use the same technique to promote your business.

(And just to be clear: We’re completely impartial; we take no sides in this or any other political race.)

How to get started

newsjacking-how-to-do-itJust pick a topic (it doesn’t need to be political) that’s getting a lot of attention (news stories, social media comments, etc.) then think of a connection to your world of real estate sales.

Once you’ve discovered a connection, create a blog post discussing it, dash off a tweet mentioning it, launch a postcard campaign featuring it, send out a marketing email focused on it. Among marketing experts, Newsjacking is most often mentioned in relation to blogging, but the technique can easily be applied to most any form of advertising / marketing you use.

Continue reading

A New (and Free) Way to Market Your Real Estate Services: Instagram

Launched as an online service in late 2010 (and purchased by Facebook in 2012 for $1 billion), Instagram is a free social media service that makes it easy to share photos – as well as videos – with your friends and followers.

Using Instagram’s filters, casual shots taken with your smartphone come out looking like something a professional would charge hundreds of dollars to stage and shoot. Plus, Instagram makes it a snap to post those photos to Facebook, Twitter and other popular social media sites.

Instagram is a new and free way to market your real estate businessPeople are naturally drawn to photos and videos – which is why Instagram can be such a powerful force for real estate professionals eager to engage their sphere of influence. Ideas include:

Showcase a home for sale

Selling a home? Instagram makes it easy to share pictures of the property. However, instead of posting five standard listing photos and calling it quits, share one each day. For example, a shot of the house at sunset, with the caption, “The sunsets from the deck of my new listing are something to behold”; or a photo of the master bedroom with the caption, “I wish my master bedroom had walk-in closets and big windows like this (stay tuned for more photos of my new listing).”

Continue reading

Facebook Does an About-face: No More Free Marketing

Free marketing services almost always come with strings attached. For years, Facebook was the exception to that rule, allowing real estate agents to promote homes, open houses and more on their Facebook pages at no charge. Now, Facebook is attaching strings that will have a dramatic impact on your social media marketing.

The good old days: How Facebook used to operate

For many tech-savvy small businesses (including real estate professionals), Facebook has been a Godsend. Instead of paying to promote their products and services via print ads, direct mail and email marketing, they could simply post a “status update” on their Facebook page for all their Facebook “friends” to see. If any of those friends “liked” the post, it would then be broadcast to the Facebook friends of those folks, as well, creating a “viral marketing” effect.Paying for Facebook advertising

For small businesses with the digital wherewithal, Facebook had the potential to be a very powerful – and free – marketing medium. Unfortunately, Facebook decided to end all that as of mid-January, 2015.

The new normal: Pay-to-play

According to a recent announcement from Facebook, any posts that are marketing focused (including contests) will suffer “a significant decrease in distribution.” You’ll still be able to post marketing-focused messages and contests, but Facebook’s powerful computers will automatically squelch their distribution – which means only a small fraction of your Facebook friends will see them.

Continue reading

300 Million Potential Referral Resources Are Waiting to Meet You on LinkedIn

Facebook and Twitter are great tools for engaging your clients, past clients and potential clients online. But when it comes to finding referral resources and gaining their trust, that’s where LinkedIn excels. In fact, with 300 million people currently using the service, you could spend years getting to know them all.

If you haven’t already, open a LinkedIn account today (it’s free).

If you already have an account, but you’re struggling to grow your network of connections, try these tips:

How-to-get-referal-sources-on-linkedinSign up for the premium version

LinkedIn is a free service. But if you pay for the premium version (it’s cheaper than you might think), you’ll gain access to the functions and features that make this a truly powerful networking tool.

Use the Find Friends feature

If you’re new to LinkedIn, the first thing you’ll want to do is click the Find Friends button in the upper right corner of the LinkedIn screen to search for old clients, friends and coworkers, current clients, friends, family members and coworkers, and accept the invitations of other LinkedIn users.

Continue reading

How to Encourage Facebook Friends to Comment on Your Posts

Setting up a Facebook page for your business is a snap. Getting people to comment on your Facebook posts is not.

The truth is, most users of social media today have become spoiled. Now that the medium has matured, people no longer feel the need to interact and engage with those who post. Everyone is using social media. And everyone wants comments. But few are taking the time to slow down and actually leave them.

How to Encourage Facebook Friends to Comment on Your Posts

How to Encourage Facebook Friends to Comment on Your Posts

If you want Facebook interaction today, you have to ask for it directly – or post something they can’t resist.

Make your posts interesting – People can only stand to read about you and the homes you’re selling for so long. So write about the larger real estate industry in your city, post facts from industry reports, share some of the personal stories of your clients (with their permission, of course).

Having trouble thinking of interesting topics? Find a few other sales professionals with interesting Facebook pages and use some of the same content ideas. Or, ask your readers for ideas: Just post, “Dear readers: What kinds of things would you like to see me post?”

Continue reading

How to Get Your Twitter Followers to Re-tweet

If you don’t already use Twitter to market your real estate services, it’s high time you got started. Twitter is one of the world’s largest social networks and makes it incredibly easy to build an online buzz for your business. Plus, it’s free.

Once you’re up and tweeting, then you can use the strategies below to encourage re-tweets.

Imagine you have 97 Twitter followers (other Twitter users who have signed up to receive your tweets), and you tweet a quick message promoting your new real estate listing. While those 97 people now know about the listing, the odds that one of them will turn into a buyer are pretty small. Real small.

However, if just eight of those people re-tweet your tweet, the distribution of your listing suddenly jumps exponentially. If we assume each of those people re-tweeting your tweet also has 97 followers, that means 776 Twitter followers will soon be reading about your listing (eight Twitter users times 97 followers).

See how powerful a simple re-tweet can be? And getting your followers to do it isn’t that hard, either:
Continue reading

The Secrets to Creating a Viral YouTube Video

Creating a YouTube video has always been a great way to market a business, service or product. But you want something more. You want thousands of strangers to stare slack-jawed at your video, be completely drawn into it, then break out in laughter (or tears) before encouraging their friends and family to watch it – generating all kinds of free publicity, new business and customers. Right? Come on, admit it.The Secrets to Creating a Viral YouTube Video

Just about every small- and mid-sized business has fantasized about creating a “viral” video.

The truth is, it takes a tremendous amount of extra effort to make a video go viral. It’s doable. But to make it happen, you’re going to have to work very hard and be very persistent. Step-by-step directions are included below.

Establish a social media network well ahead of time

To promote your video, you’re going to need a large and robust social media network (hundreds of Facebook fans, Twitter followers and more). That’s something that typically takes months to generate, so get started right away (see this post for tips).

[link to: http://blog.xpressdocs.com/social-media-for-real-estate]

Create something people will want to share
Continue reading

5 New Facebook Features You Can Use to Better Promote Your Business

While Facebook is known for rolling out new features and functionality on almost a weekly basis, these recent additions have fans of the service posting digital high-fives.

Promotable posts

Did you know that only a small percentage of the people who “Like” your Facebook page automatically receive your posts? The truth is, each time you post something, only a random sampling of your fans receive it.

Now, the new Promote button is set to change all that … for a price.

After writing a Facebook post, you now have the option of clicking the button titled “Promote,” which will distribute your post to the Newsfeeds of ALL of your Likes – plus their friends, as well. The fee: $5 to $20 or more per post.
Continue reading

Who’s Talking About Your Business Online?

With all the places for people to post their personal opinions online today, it’s more important than ever that you know how to monitor and track what’s being said about you, your products and services.

How to Monitor Your Business OnlineA few positive tweets or blog postings from respected sources (“He was smart and savvy from beginning to end; I’d recommend his services to anyone.”) can have new customers clamoring for your attention – especially if you’re an independent sales agent whose livelihood depends on referrals, word-of-mouth marketing and repeat business. While negative listings on any of the peer-review sites (“The lobby was filthy and the customer service non-existent.”) can just as easily send sales into a slide.

Continue reading

Using Facebook in Your Real Estate Marketing Plan: Part 2

Did you know that you can create a custom Facebook page designed specifically for real estate agents?  Follow these basic instructions for creating a Facebook page that will be an important real estate marketing tool for your agency.

Create a Basic Real Estate Page

To begin using Facebook as part of your real estate marketing plan, if you already have a personal Facebook page, login to the site as you normally would.  Scroll down below the Ticker on the right side of the page.  Click on the word More which is just above the Chat window.  Highlight “Create a Page,” and a new page opens. Choose “Local Business or Place” and select Real Estate with the drop down arrow at the top of the page, then enter all the other information, agree to the Terms of Service and click “Get Started.” Follow the steps to upload a profile picture and then provide some basic information about your agency.  You can also include links to your other social media outlets as well.  Choose “Yes” for the last question.  You can also customize your Facebook web address to make it easier to find on the site.  This will take you to the Admin Page where you can customize your settings.  Once the page is created, you can add a custom header, also known as the Cover Photo for your regular Facebook page.  Simply click on the “Add a Cover” button and upload the graphic you want to use.
Continue reading