I recently met an amazing speaker named Craig Zablocki who was extremely spontaneous onstage. He read the crowd well and rolled with their responses naturally. And being a lifelong learner you know I had to pick his brain! So after his presentation I asked him if he could give me some tips as I’m always looking to raise my game. He of course said sure…little did I know he was looking for some social media marketing help. So we decided to meet after our event and trade knowledge!

After an hour of coaching him on social media strategy….Craig shared some suggestions to help me become a more spontaneous speaker.  And the end of our meeting we decided to give each other a checklist of actions. Actions each of us could take to dive in to the skills we wanted and needed to learn. And trust me…his list for me was far worse than mine!  He suggested actions like (1) wear a plastic boogger while shopping at Nordstrom and (2) the next time I fly (which was this last weekend) I should get my entire row to sing a nursery rhyme with me. (By the way…I used the intercom to accomplish that action! Thanks @VirginAmerica)

Clearly these are things outside of my normal comfort zone. But that was the point. To Craig, sending a tweet with a shortlink sounded like something you feed a bird. But in that moment both of us realized that in order to become more confident with the tools and concepts we wanted to learn…we had to practice using them.

So when I was asked by the Women’s Council of REALTORS – California Chapter to give a keynote sharing some technology trends for 2012 I couldn’t very well give them concepts without ACTIONS! The 12 I suggested are in my slides below! And here’s hoping you’ll take some ACTION with something that makes you uncomfortable today…but gives you a little more confidence each time you give it a try!

You’re clearly here because you care about your Facebook friends. You want to listen, learn from, help and contribute! I like you already! So brush up on your Facebook “best practices” and make these 5 resolutions to improve your Facebook engagement (if you haven’t already).

(1)   No more whining about the timeline…just accept it already. We all know Facebook makes changes, so get used to them.  HOW we share will always evolve…but WHAT we share is specific to who we are. It’s time to take responsibility for the communication tool we find so helpful…and so fun!

(2)   Stop sharing images with words on them…especially when they’ve been shared 14 other times in your network already. Instead, use the status bar and text, or your own photos to illustrate your thoughts, comical ideas, or motivational phrases.

(3)   Don’t encourage bad behavior. If you don’t like how someone continually asks for “likes” then don’t like the post already. If you think its lame when people ask really cheesy questions…then don’t eat the brie. But remember you are on Facebook to be social, right?! So own your interactions…and engage in a way that feels comfortable to you.

(4)   Stop overposting!!! You know who you are. And we are tired of your 15 posts a day. It’s annoying…if we want to see you that much we’ll call you and meet for coffee. Blocking and unfriending happens.

(5)   Be original. Be who you are…nothing more, nothing less.  Share what you are truly passionate about when it comes to work, to family, to kids, to life. Know that most of us enjoy a balance of posts that reflect your interests and yes, your professional life too. BUT rather than offering up self-serving quotations from Brainy Smurf….really…I mean, REALLY…think about how you can help others in the New Year.  And stop trying to make everyone happy…you can’t. Focus on your niche expertise.

MyTechOpinion: Pause before you post. (I did, really.) But once you commit…be ready to ROCK it!

I’m sure you already have favorite websites you visit on a regular basis, so be sure to bookmark them in your browser, homepage, rss reader, twitter list, Google+ Sparks, etc. (Whatever format works best for you and can keep you organized.)

Alright, ready to learn more about resources that can help you easily create and share content on the Web, I thought so….

Don’t miss all 8 videos (and steps) for Developing a Content Marketing Plan!

[VIDEO] Developing a Content Marketing Plan: Step 1- Strategize

[VIDEO] Developing a Content Marketing Plan: Step 2 – Brainstorm

And since I know you’re ready for more, let’s expand upon your expertise into other areas you’re passionate about. It’s time for step 2…it’s time to “brainstorm”.

Be sure to check out all 8 videos (or 8 steps) for “Developing YOUR Content Marketing Plan”! Missed video #1? No worries, watch Developing Your Content Marketing Plan: Step 1 – Strategize now!

Let’s start with step 1, which is to “strategize”….or pinpoint what you have to offer (aka your expertise), as well as how to provide that expertise in an interesting and useful way to your potential clients.

Don’t miss all 8 videos (or 8 steps) for “Developing YOUR Content Marketing Plan”!

But it seems like every time I get booked to speak at an event (lately), I’m inevitably asked to “work a little bit of iPad” into my presentation. Back to sexy and shiny again, which is fine to a point. But if you’ve seen me speak you know I focus more on substance, less on tools.

That’s not to say I don’t love my tools (iPhone, iPad, MacBook Air, etc). But they will evolve…which means I must always be ready to adapt. And I must always be ready to learn new ways to share my expertise with those who need it and want it.

No, I don’t have a tool strategy

Which brings me to why I don’t have a tool strategy (social strategy, content strategy, distribution strategy….yes, yes, and yes). But no tool strategy…I rock more of a tool mantra. A little reminder I can recite to myself when a take on a new tool. Mine goes like this, “I promise not to drop you in the toilet or leave you in a limo.” True stories.

In all seriousness though, it IS important to keep in mind why you selected your current tools. Do they improve communication with your sphere? Do they improve your productivity? If the answer is yes to both, then you’ve selected wisely. If not, then it’s time to upgrade or reassess.

Another reason your shiny new tool may be working against you is because it is just that…a tool (with clearly no purpose).

It’s ALL in the application

A tool becomes an integral element in your business when it fulfills a purpose. With the iPad, there are many ways it can enhance the transaction process and day to day real estate related activities. But the question I’m asked more often than not, is how to effectively use the iPad for a listing presentation.

And perhaps some of you would enjoy my tips on formatting and features in Power Point or Keynote. But rather than get lost in minor details, let’s focus on what you have to offer (to your potential client). Moreover, could you enhance what you already share in your presentation with a new resource? I bet you could…you overachiever!

To YOU, bringing your iPad to the appointment is not enough. YOU actually want to demonstrate your expertise in a valuable way with your iPad. YOU understand that your iPad is a teaching aid…giving you the power to become a trusted advisor by showing what you know.

And one of the best ways to support your expertise is with data, specifically listing information, comparables, charts and reports. Fortunately, I know one resource that provides all that along with 147 million property records, the Realtors Property Resource or “RPR”. Yes, I’m closely affiliated with their Director of Marketing and Social Media. That aside, those of you with access to RPR know exactly how amazing the information, graphs, saved searches, heat maps, etc. are!

If RPR is not in your area, get involved and make that happen. If it is in your area, you have no excuse…not to be using this valuable information in your next listing presentation.

The RPR reports are extremely detailed giving you the ability to highlight key indicators and trends with your clients. More importantly, you can use the information to support your expertise and better position yourself as a trusted advisor. FYI- All RPR reports can be emailed in PDF format and opened on the iPad using GoodReader, PerfectReader and iBooks. Check out @ReggieRPR’s how-to video for more details.

MyTechOpinion

Sexy and shiny may get your clients to the table, but it’s demonstrating your expertise that sustains their appetite. So go ahead, grab a free iPad (or just buy one at the Apple Store)…but use it with purpose!

We know this because you made AgentPress not only a top seller among real estate themes, but among all themes available to WordPress users.

Brian Gardner, Founder of StudioPress and creator of AgentPress says, “It’s been a top seller in the StudioPress gallery for the last 18 months”.

We also know that you were ready for some changes, and so AgentPress has evolved. The new version launches today and our Agent Evolution team is proud to have had the opportunity to collaborate again with Brian on this latest release.

GREATER FUNCTIONALITY

The most notable difference from the first version to the new AgentPress is with how listing management is integrated.  Listings are now entered as custom post types via the accompanied AgentPress Listings Plugin (which you can download for free). FYI- Integrating your listings via the plugin makes this data portable to future theme upgrades.  This new functionality makes blogging your listings easier and more systematized.

FLEXIBLE DESIGN

The AgentPress 2.0 design is sleek and extremely flexible. It comes in 5 colors, but of course you can always rock custom design and branding.  So whether you’re an exclusive listing agent highlighting beach front property with amazing photos and video, or a community focused blogger posting content on a regular basis…AgentPress is modular so you can add and remove what you need to fit your marketing strategy.

HOME PAGE IMAGE 1

HOME PAGE IMAGE 2

The above example showcases just one version of the new layout. You decide what you want to feature: listings, communities, blog articles, etc. Isn’t it about time your website was designed with features and content that meet your business goals, and deliver value to your clients? We think so.

In fact, Chad Johnson, President and COO of Agent Evolution says, “The move to AgentPress 2.0 is all about flexibility. The homepage layout is flexible enough to allow major changes without touching a line of code. And the listing plugin makes it easier for new features to be added with a one-click upgrade.”

Another benefit of  the AgentPress theme is that it’s built on the Genesis Framework. So it’s now possible to have a website that is lightweight and search engine optimized without bulky plugins slowing your load times.

WHERE DO I GO FROM HERE

If you’re a do-it-yourself, check the the AgentPress tutorials provided by Brian. But if you’re in the have-it-done camp, give us a shout and we’d be happy to consult with you on your website goals.

And I’m in prep mode and excited to be taking part. You see, Inman and MTO go WAY back. Well, back to 2005 when we started this blog. One of the great resources we found as new bloggers was Inman News, along with an extremely collaborative group of fellow bloggers.

I still remember the first Connect I attended and how I was inspired by finally meeting those I had been following online for months.  Yes, the halls of the Connect boast some of the greatest networking opportunities, but it’s the sessions bringing us a variety of talented leaders and speakers with innovative ideas and technologies that keep us coming back every year!

Of course we’ll be there in full effect this year! And by we, I mean  Reggie, Chad and I. All the action begins Monday, July 25th at the Data Summit,. Look for Reggie, he’ll be there with the RPR team.  I’ll be taking the stage as emcee at Agent Reboot on Tuesday and as moderator of the Internet Marketing Bootcamp on Wednesday. And our very own paparazzi, Chad, is the official photographer for the week’s events. So if you see a really tall, WordPress fanatic carrying a giant camera come your way…chances are, it’s Chad. So, stop and say hi, pose for a photo or just look natural!

Go ahead, take the Animoto time machine back to Connects past….

I’m excited to announce I’ll be sharing my WordPress expertise online via a series of upcoming classes…available to you, for free!

This will be a great opportunity if you’re ready for a Website with more freedom and functionality.  Or maybe you’ve been hearing how WordPress assists you in your overall marketing plan? Whatever the case, I’ll be providing a Webinar series is for those of you that are new to WordPress and ready to navigate this powerful platform.

Each Webinar will take place on a Wednesday at 11am PDT. The first 30 minutes will be a presentation given by yours truly, with an extra 15 minute segment from 11:30-11:45 dedicated to you and your WP questions. In fact, Chad Johnson (Co-Founder & COO – Agent Evolution) will be joining me during this time to provide his technical expertise.

So go ahead, register now for one or all of the upcoming classes! It’s time to get your blog on!

July 6 – 11am Pacific: WordPress for Real Estate 101: Why WordPress?

Learn why real estate professionals are choosing WordPress for their professional Website, but also as a marketing command center. Understand the differences between both WordPress platforms, how to get started and where to turn for help!

July 20 – 11am Pacific: WordPress for Real Estate 102: Developing YOUR Content Strategy

Every real estate professional possesses a unique combination of knowledge, expertise and interests. So isn’t it about time your real estate Website reflect that combination?!  Learn how to differentiate yourself online by creating relevant content (aka: blog posts) that positions you as a trusted advisor, generating you more business!

August 10 – 11am Pacific: WordPress for Real Estate 103: Post & Promote

Learn how to post your articles and videos on your WordPress site, as well as how to promote your relevant content via social media and traditional communication channels. Get a step by step guide to optimize your sharing via Facebook, Twitter, Linkedin, YouTube, email, and even print!

Looking to get started with your own WordPress site? Contact the Agent Evolution team! We can help!

Of course it’s a wonderful thing to improve user experience on your site. But it shouldn’t come at price…which is often a bloated blog with a slow load time. Nobody wants that! So, whether you’re new to WordPress or looking to optimize site performance I’ve narrowed my list of favorite plugins down to the must-haves and organized them into 5 categories. Take a look…

(1) IDX Home Search:

Make it easy for your users to search for and find real estate in your local market. Diverse Solutions and IDXBroker are as good as it gets! Both offer easy home search integration, but Diverse takes it a step further with their IDXPress Plugin which literally puts the MLS on your blog!

(2) Lead Gen Forms:

So whatcha, whatcha, whatcha want, whatcha want!? Whether you’re offering a CMA, other market data, a newsletter or just yourself via contact info…make sure your visitors can get what they want. Use Gravity Forms, Pop Up Domination, or the MailChimp List Subscribe Form to create the perfect lead generation opportunity on your site!

(3) Market Data:

If you’re creating neighborhood pages or want to become a regular source of market trend data consider adding: Altos Research or Simple Real Estate Pack.This type of content is an extremely valuable for helping consumers digest market trends in their local area. It’s also a great way to supplement other written or video content you create.

(4) Site Performance:

What good is a beautiful site with robust content and features if you can’t access it! So be sure you’re backing up your site regularly (should anything every happen) with Backup Buddy and ensure your site has a faster load time with W3 Total Cache.

(5) Social Integration:

Not only do share controls help you promote and track your own content, but you’re also providing that important functionality to your site visitors. Give them the power to tell others about a great resource they know….you! Consider adding share controls with purpose. Send content to the obvious places with Facebook Likes and Twitter Shares. You may also want to try out Google’s new +1 button. And don’t be afraid to go oldschool with a “Print this Post ” type of feature. Some of us still enjoy printing for reference or sharing with a friend. To create your own mashup of share controls, check out the options available from Jetpack.

I should also mention that smart WP developers (aka Chad Johnson & Dave Bonds) can add share controls like the Facebook Share & Like buttons, and even Google’s +1 by coding them directly into the template.

Chad Johnson (COO, Agent Evolution) says, “This provides the same functionality with less overhead than a plugin.”

And Dave Bonds (Director of Web Design, Agent Evolution) adds, “We do it that way because you can’t always control where the plugin will put the button, so we make it easy by grouping them all together.”

MyTechOpinion:

Clearly you don’t need all of the mentioned plugins. You might find some work better than others depending on your WordPress theme, which is why I ALWAYS recommend the Genesis Framework w/ the AgentPress Theme. So take a look at the current state of your site and pick one category from above that you could improve on! And just do it!

And if you’d rather get to the point than watch me dance in yet another video, read on.

So what’s my take on the “ROI in Social Media”?

First, let me remind us of the obvious. Social media channels like Facebook, Twitter and the lot, are little or no cost to you at all.

Yes, they take time and effort…but doesn’t EVERY good marketing strategy?!

And it’s true…time is money. And many will say that social media takes too much time. Well, not if you’re using it in an effective manner. In fact, social media can enhance what you’re already doing with your marketing by driving consumers back to you (your info, your expertise, your knowledge, your website).

In terms of measuring your efforts:

Start with goals and objectives, make a plan, block your time and give yourself tasks to complete, and use the RIGHT tools to measure what you do.

What do you measure:

It could be numbers (like followers, friends, & likes) but I’m not always a fan of numbers alone.  It could be the level of engagement taking place, and it can also be leads you receive via the various channels you’re participating in.

What can be difficult to measure:

New relationships being facilitated and maintained, and the level of trust being established with your targets.  And sometimes it’s difficult to know EXACTLY what you did to make the phone ring…or emails, tweets, and FB messages roll in…but they do…and they will.

What do I do:

I think about what I want to accomplish? Then, tie my goals and objectives to specific actions…and see what happens.

MyTechOpinion:

I’ll tell you this much…”you get what you give“. So, start giving…your expertise, your knowledge, your thoughts, and your insights.  Success won’t happen overnight…but I KNOW you’ll be surprised by what comes back to you. I am…EVERY single day!

Clearly the Girl Scouts, being the savvy salesgirls they are, embarked on a new distribution strategy for their delectables this year! My little neighbor not only informed me I could purchase cookies on the spot, but also introduced me to their new iPhone app in case I needed to locate more in the near future. She even gave me her card that included a link to her troop’s Website and email newsletter!  Now I can get all the news and tips I need to suffice all my cookie cravings!

Go Girl Scouts! They get it! They recognized the need to update their distribution strategy to better meet the needs of their targets. So I ask you…when was the last time you updated your distribution strategy?!

If you are carefully crafting your marketing message and uniquely relevant content, you should be placing that same effort into how you share the message and content with your network.  Blindly blanketed your networks with the same postings is not only annoying, but completely ineffective.

When you post an article to your own Website, your goal should be to utilize channels like Facebook, Twitter or email to drive your targets back to the cookies (I mean the source of the content). When you have something delicious to share that folks want and you consistently tease them (in an informative fashion) you are positioning yourself as the source of the cookies. If I want more cookies…I KNOW where to go to get more!

But this strategy can fail quickly from 2 major mis-steps posting in our favorite networks…(1) treating every network exactly the same AND (2) the set it and forget it mentality.

Depending upon the communication channels you participate in, posting or sharing your relevant content will involve different nuances that shouldn’t be taken for granted.

Don’t Treat Facebook Like it’s Twitter, & Vice Versa

When you post your blog article to Facebook, be sure to include the link back to your site (which will usually pull in the image and description associated with the post). Then add your own commentary…giving us a reason to want to click the link and read more. Ask a question, share an important aspect of the article or one suggestion…but never recap the entire article or say, “check this out, or click here for more info”.  FYI: saying “check this out” as your commentary is about as exciting as when someone comments on your post with “thanks for sharing”.

When you post your blog article to Twitter using the title can be simple and effective, but don’t forget to add a short URL directing folks back to your site. If you plan to re-post that article during different times of the day or during the week, I suggest mixing it up. Tweet an enticing quote from your article or highlight one specific tip but allude to more.

Don’t Set It & Forget It

Just because you have a distribution strategy doesn’t mean you’re off the hook when it comes to responding. Whether you post to Facebook, Twitter, YouTube, or send via email…be sure you have the proper notifications set so that you can get back to those who engage with your content.  That is the goal after all….to provide your expertise to those who need it and want it. And if those targeted folks are engaging with your expertise don’t drop the ball by missing opportunities to answer questions, provide additional assistance or take the online engagement…offline!

MyTechOpinion

Take a cue from the Girl Scouts! Modify your distribution strategy if you know you could be delivering delicious cookies to your targets in a more effective manner.

If you don’t have a distribution strategy, it’s time you did.  And if you need help establishing your own content management hub online, talk to us! Agent Evolution can ROCK you a WordPress site or Facebook Page to better market your real estate business, expertise and listings online.

Brian is the Founder of StudioPress, Creator of the Genesis Framework, Partner in Copyblogger Media, and fellow Starbucks addict. He’s also been a mentor and colleague to Reggie, Chad and I over the years.  Suffice it to say, there is much admiration for the design, clean code and functionality that he brings to WordPress.  In addition, Brian has developed the #1 real estate specific theme, some of you may already be familiar with, AgentPress.

I’ll be picking Brian’s brain on the benefits of using WordPress for your real estate business. I’ll also be focusing on design elements, content and features that make for (as I always say) a ROCKIN’ blog! So you won’t want to miss a minute, scratch that, a second of this powerful session. Brian will only be making a special appearance in Chicago!

Get all the details and the conference schedule for Agent Reboot Chicago.  FYI- Sign up online and save 50%! Also, we’ll be tweeting up the night before Reboot (4/19)…so join us!

So here it goes! If you have a WordPress site (particular those of you on the Genesis platform) and a Facebook Page in need of some serious love (aka content)….I’d like to introduce you to fbPressPage, from Agent Evolution! This is a WordPress and Genesis Framework specific add-on that brings your site content into your Facebook Page as a tab.

As a Facebook Page Admin, you’re faced with the challenge of trying to provide content (listings, community, neighborhood, market data, etc) on your Facebook Page, or searching for the right app that will attempt to do it for you. fbPressPage gives you the ability to customize your Facebook Page Tab with your WordPress content and features…and you can do it right from the WordPress Admin.

What EXACTLY does fbPressPage do?

Skies the limit! But when it comes to showcasing your real estate and local market expertise you can add the following to your fbPressPage: (1) IDX home search, (2) featured listings, (3) city or neighborhood specific content, (4) school info and scores, (5) market trend data, (6) contact forms, (7) recent blog posts, etc.

Let’s see how this looks in Facebook! Check out the “Real Estate” tab for facebook.com/TriValley365 in the gallery below. This tab highlights 5 cities in the Tri-Valley region, which also happen to be city specific pages created within WordPress. Notice the tab offers home search powered by Diverse Solutions. The Simple Real Estate Pack (also a plugin) provides school data from Education.com, as well as market trend graphs from Trulia.

What’s the benefit of fbPressPage?

fbPressPage utilizes the functionality of your WordPress site to better optimize your Facebook Tabs. So the valuable features and content you have on your WP site can be widgetized into an individual tab that loads right into your Facebook Page.

If you have IDX home search on your site, with fbPressPage, you now have that functionality inside Facebook. View featured listings and search for homes in particular markets. Got neighborhood pages or market stats on your site, make them twice as useful. Add a contact form or other calls to action. Or maybe you’re a content creator? Feature your blog posts along with improved sharing via Facebook and Twitter.

Another key benefit of using fbPressPage is that it can fangate your Facebook Page content. So when someone lands on your Facebook Page the content on your custom tab will be semi-visible (grayed out). A pop-up box will appear asking users to “Like” your page in order to gain access to your custom content and features. <coming in version 1.1> And if you’re an early adopter, don’t worry…we can add it in for you with the new release!

fbPressPage can also clean up your Facebook Page clutter. Too many inefficient apps can distract your audience and make your brand and messaging unclear. Rock your own content, simplify your calls to action and make it easy for your connections to get the info they’re looking for.

Learn more about fbPressPage

This is a premium WordPress add-on. A site license can be purchased for a one-time set-up fee of $199. Visit fbPressPage.com to learn more or make a request!

Prerequisites: You need to have a site built with WordPress.org and the Genesis Framework. Not on Genesis? We can build or move your site to Genesis, as well as hook you up with fbPressPage for Facebook.

MyTechOpinion

Now clearly I’m a fan of fbPressPage for the reasons mentioned above.  But simply put,  it’s just one more reason to ROCK WordPress and Facebook…a powerful marketing combination!

It’s all good…every blogger (aka “Content Creator”) has glared at the computer monitor trying to recall a post idea only to allow yourself to be distracted by the dog, the kids, the glass of wine. Becoming a content creator is tough (at first), so here are a few tips that may make the process of writing your next community-focused post much easier.

Create a Blog Topic List

First, if you don’t already have a blog topic list now’s the time to start one. This is a list of topics you are passionate about and that your audience can benefit from. And when it comes to writing hyperlocal content your list could include:

• Arts (theatre, gallery, performance)
• Business (newly opened, changed locations, bargains, specials)
• Charity (fundraisers, causes, events)
• Dance (events, lessons, instructors)
• Dog Fun (parks, trails, grooming, stores)
• Educational (school scores, events,
• Entertainment (kids, families, date night)
• Exhibit (art, wine, cars, etc)
• Family Fun (best activities & restaurants)
• Farmers Market (locations, produce, unique finds)
• Fresh Produce (what’s in season, recipes)
• Gardening (native planting, nurseries, tips)
• Gift Ideas (holidays, stores, tips, homemade)
• History (stories, points of interest, landmarks)
• Movies (new release, reviews)
• Museum (hours, exhibits, experience)
• Music (new release, reviews, shows)
• Parks (descriptions, maps, trails, dog friendly, kid friendly)
• People (clients, residents, business owners, volunteers, advisors)
• Real Estate (your listings, neighborhood spotlight, new building, laws affecting)
• Recreation (activities, suggestions)
• Restaurants (reviews, favorites, suggestions)
• Science (events, ideas)
• Seasonal (fun found in your area: winter, spring, summer, fall)
• Special Notices (new laws, meetings, chamber of commerce)
• Sports (events, clubs, gyms, races, games, tips)
• Transportation (options, schedules, changes)
• Uniqueness (What’s special about where you live & work?)

In order to write good posts that truly hit home with your audience, you need to clearly pinpoint WHO it is you’re trying to reach (demographic & geographic criteria). If you’re focused on first time buyers and young families…think like them. What info do they ask you for, how do they spend their time, what concerns them, etc.  Also, don’t be afraid to narrow the gap…or widen it! If there are 12 agents in your market already writing about your city, consider getting uber-focused on a particular neighborhood(s) or expand your emphasis to a region (i.e. Silicon Valley). But whatever you decide…carve that niche and stay consistent!

Anatomy of a GOOD Post

Alright, you’ve decided on the topic for your post…let’s say it’s an upcoming fundraiser held by the local high school.  Here’s what you should include:

MUST HAVE:

1. Post title (include location or topic)
2. Topic details (when is the event, where is it, why should I check it out)
3. Keep it short (200 words, no more than 300)
4. Link to original details (Website, Facebook Page, etc)
5. Include an image with your post (photo of location or topic)

WHEN POSSIBLE:

1. Provide a personal experience or story related to what you share (been there, done that?)
2. Interview someone involved (event chair, business owner, volunteer, etc.) & include the video in your post
3. Facilitate connecting (provide Twitter, Facebook, Youtube, other social channels for topic being shared)

Getting the word out!

Once you’ve posted your hyperlocal article on your blog…it’s time to get the word out! Do any or all of the following:

1. Post your article as an update on Facebook. Use the link feature to pull in the article image and description. Include commentary to frame your update with a reason for reading your article. Don’t tell us what your post is about, ask us if we’ve heard of the topic or share a related tip that sparks our interest.
2. Tweet your blog post title with a short (& trackable) URL back to your site.
3. If you’re using WordPress (you’re extremely smart) you can add the WordPress app to your Linkedin profile which will aggregate your most recent WP blog posts on your professional profile.
4. Share your post via email newsletter with your sphere list.
5. Create a print version of your article and use it as a targeted farm piece.
6. Turn on your Web cam and talk about this great event or interview someone involved, upload to YouTube (and share elsewhere).

What are you waiting for?

You’ve got ideas, you know what to include in your post, and you’ve got skillz for promoting your hyperlocal content….so, what are you waiting for? There’s no better time to position yourself as the Trusted Advisor, the Super Agent….the AUTHORITY in your local market area!

1. NEW! Page Owners

If you’ve taken the tour and upgraded to the new Facebook Page layout, consider featuring “Page Owners” on the left sidebar. This is particularly important for those of you that have multiple admins contributing to the Page.  Perhaps your team has a page focused on the real estate market you live and work in, or maybe you’re a broker with a brand focused page.  In either case, adding Page Owners personalizes the page a bit more and provides LIKERS with the faces and names behind the relevant content being shared.

HOW-TO: Go to “edit info” on the top of your page, select “featured” from the left sidebar settings and edit your page owners. BONUS: Edit your featured likes to call attention to local business affiliates, other office locations, or resources.

2. NEW! Post as Yourself

Probably my most favorite new feature from the recent update, and one I’ve been whining about to Facebook for some time! You now have the ability to change your “post preference” for a Page that you’re an admin of. So instead of the Facebook Page image showing up when you post to your page, your own profile image can appear. Can I get a woohoo!? This new change is music to the ears of individual admins and multiple page admins because it not only alleviates confusion over who is actually posting to the Page but again improves the personalization of the Page. Pages can often seem like “relevant content silos” with streaming posts and no actual engagement taking place. Now that we can put a post to a name I’m confident more actual commenting will take place. <fingers crossed>

HOW-TO: Go to “edit info” on the top of your page, select “your settings” and un-check the “post preferences” box.

3. Create Lists

Do you find that you’re always talking to the same 5 people every time you login to Facebook? If you are, then you’re probably not making the most of Facebook as a business tool for staying top of mind with your sphere. Now, don’t get me wrong…those 5 people may be important folks in your Web of connectivity and may rock referrals your way. But what if your 5 were 10, or 50?! Don’t let Facebook’s Edgerank keep you focused on just a few key targets. Expand your reach and conversations to stay top of mind with a variety of people in your sphere. To do this, you need to segment your friends into lists which makes it much easier to engage in a more relevant way than saying “thanks for sharing”.

HOW-TO: Go to “edit friends” in the dropdown menu on the right side. Select the “create list” button up top and segment your friends by geographic location, demographic or other target characteristics.

4. Filtering the Newsfeed

When you want to find out what’s going on in your network you can easily turn to the Facebook Newsfeed. The Newsfeed has 2 options: Top News & Most Recent. It’s tempting to hang out in Top News where supposedly all the action is…or most interacted with posts. And you will see all the usual suspects there…people that have mastered the art of being social and sharing relevant content…which IS valuable and fun. But what about all those folks in your network that are equally if not more important to connect with on a regular basis? This is where Facebook Lists play an important role. When you view the Most Recent option in the Newsfeed you can filter what’s being posted by the lists you’ve created. So instead of seeing Top News from the usual suspects, you see the people you want to stay top of mind with.

HOW-TO: Create lists (see tip #3), then utilize the dropdown menu in the Most Recent Newsfeed to filter and engage with targets. Not only will you be able to easily see what your network is sharing, you can learn more about what your sphere needs and wants. Challenge: Pick a list every day and comment on at least 3 posts made by others.

5. Daily Engagement Plan

If you’ve heard enough hype about Facebook as a business tool and are ready to make good use of your time and this fabulous network….it’s time for a Daily Engagement Plan. Set 20-30 minutes aside in the AM or PM to take care of the following marketing tasks:  (1) update your status, (2) post a relevant share to your Page (if you have one), (3) filter the Newsfeed and comment on 3 posts made by others, (4) post or send birthday wishes to those in your network celebrating, (5) check and respond to messages, (6) invite or accept new friends.

MyTechOpinion

Although these features can help improve the ebb and flow of your conversations in Facebook, the best tip I can honestly give you is to engage consistently with a balanced diet of YOU (personality, passion, profession)! Carry on!

You know, the place where you share your expertise, showcase your listings, and deliver relevant content. The place that helps:

(1) your sphere stay up to date with your market,

(2) potential clients get the information they need to take the next step, and

(3) makes current clients extremely happy they chose to work with you because clearly, you know how to facilitate interest in their home and community!

And finally, the place that makes having an online marketing strategy make sense. Yes that place is your Website, but in 2011 that place should be your WordPress blog site.

It’s not why WordPress….it’s when.

Well, actually it IS still a question of “why WordPress” for many of you. Yes, there are more than a few blog platforms out there but none that are supported in quite the same way. There is good reason afterall that nearly 10% of ALL Websites have been created on the WordPress platform!

WordPress is extremely flexible.  A WordPress site can match your goals and deliver the type of content that matters most to your targets.

WordPress puts you back in the driver’s seat. With proper training a WordPress site gives the user the power to easily update and manage their site.

And WordPress helps the right people find you…because frequent content, rockin’ SEO, and utilizing other social channels like Facebook, Twitter or YouTube is a recipe for online success!

Content Marketing IS your Field of Dreams!

You’ve got expertise…so instead of sharing “barrowed” content (article, video, photo, etc) that sends your targets to other Wesbites…send them to a highly relevant resource, you!

This way the next time you’re looking to share an article on Facebook giving locals 5 great reasons to live in the Oaks Neighborhood or advice on how to face the insurmountable task of spring cleaning…write it yourself, post it yourself…and they will come! And when they do, be sure to provide them with an opt-in way to get more of your expertise via an email newsletter.

Yes, creating your own content is time consuming, but it has the greatest payoff…Google will show you that…and you’re new clients will thank you for it!

ROCK a Distribution Strategy!

Now for the best part about having an online hub! When you write a post and share it on your WordPress blog site, it’s really just the beginning of an online marketing strategy that has some serious legs! Your post will be indexed by Google making it easy for your targets to find you via search. It also becomes very easy (for you & others) to share that post to Facebook, to Twitter, to Linkedin, etc. You can take that same post and make it a script for a video. You can again use that same post for more traditional marketing like print newsletters for your geographic farms, or even email newsletters for your sphere.

Now there is an art to how you distribute content because we don’t want to spam people with the same exact message across numerous platforms. But once you select the channels that make sense for your goals and your sphere, you can create a distribution flow that will work time and again.

MyTechOpinion

As the first month of 2011 comes to a close, I think it’s time to evolve some of the strategies we used last year. It’s great to see many of you actively participating in a number of social channels….but I challenge you to step it up. Using Facebook, Twitter, and YouTube alone are not enough. You need to have an online hub with regular content and features you can share like digital breadcrumbs leading the right people back to the source! Otherwise you’re online marketing efforts will be the death of you, well not literally, but you know what I mean!

And since so much has changed in the blogosphere since Reggie first conceptualized and created MTO back in 2005, I thought it might be nice to look back over the last 5 years.

The MTO Backstory

MTO was born out of love for real estate, technology and education. At the time of its official launch in December 2005, our goal was to become a helpful resource for aspiring real estate bloggers, as well as to enlighten and inform the everyday agent looking to generate more business and improve productivity with technology. We quickly realized our readers thirst for this type of information and grew a robust community of passionate agents, colleagues, and soon….friends! We coupled our online efforts with offline events, both locally and nationally, which fostered new relationships, strategic partnerships, and professional opportunities!

Fast forward a couple years and we found ourselves confined by the limitations of initially launching on the Blogger Platform. We also had a good number of ROCKIN’ posts now requiring a more efficient design to highlight the depth and breadth of our site’s content. So we made the painstaking but completely worthwhile move to WordPress in early 2008. And soon we had the flexibility and functionality we hoped for! We also became fans of StudioPress, our pick for best custom WP themes! In fact, MTO v.2 utilized the now retired but popular Revolution theme.

We put our heart and soul into MTO v.2, as well as some rather serious modifications and custom code. Soon the rise of blogging for business was coupled with social networking….”social media” was now front ‘n center! So in our continued effort to innovate and explore Web 2.0 we integrated custom lifestreams. We were also the first blog in the RE.net to implement Facebook Connect, as well as provide support for industry leading companies.

So here we are, excited to ring in the New Year with MTO v.3! And there’s no better way to celebrate our 5 years of blogging than with a renewed motivation and commitment to this site! Blogging….the concept, the act of, and most importantly the technology have greatly evolved. And that’s exactly why we’ve chosen to build MTO v.3 on the Genesis Framework. If you’re not already familiar with Genesis…it’s time you learn!

When you invest in WordPress for the long haul, meaning you want your site to meet your goals and grow with you over time, well…updating your theme can make you want to cry (or have a wobbler as Reggie says I sometimes do). And that’s because updating your theme can erase 1000’s of mini customizations you’ve made. But thankfully WordPress theme ROCKSTARS like Brian Gardner have not only recognized this issue, but now deliver the solution…a framework! The framework includes both parent and child themes, so our customizations are now saved in the child theme while the parent theme can be updated by a simple click in the admin. LOVE IT! We not only stand behind the decision to “GO GENESIS” but we’ll be ROCKIN’ plenty of tips, tools, and tutorials for implementation.

Are you “IN”?

Many friends and interested folks ask us if there’s truly an ROI in blogging. And if you must know….ABSOLUTELY!!! We (Reggie, Chad & I) owe our success and professional growth all to MTO.  Thanks to MyTechOpinion…Reggie has the dream job he’s always wanted enabling him to work with his mentor, Marty Frame. Chad and I (with Reggie’s immense help) have launched a new startup, Agent Evolution, which fuels our passion for creating ROCKIN’ blog/sites and educating real estate professionals on Internet marketing.

This blog has literally changed the course of our lives…it’s changed EVERYTHING for us…and for the better! MTO has been and will continue to be the most instrumental vehicle for sharing our expertise and above all….getting to know YOU, our readers. So thank you to those of you that have been right there with us since the beginning and for those of you who have just joined the party! YOU ROCK!

And we hope you’re “IN” for the next evolution of MTO….because we are! We’ll be bringing you articles on social media, mobile technology, blogging with WordPress, and much more! So don’t sit back and enjoy. Instead, jump in, join the conversation, challenge our opinions, share your experiences, and most importantly….learn something new that makes you excited to be an EXCEPTIONAL real estate professional TODAY! Oh, and I DO believe we might also have some fun!

Nearly every time I teach a Facebook class to real estate professionals there is usually one agent who asks (right from the beginning), “How do I post my listings to my wall or tab?” And my reply is most often not the answer, but a question, “If you’re a consumer do you start your search for a home inside Facebook?” (Usual reply: “uh no”) Yep…that’s what I thought.

So then, why do we continue to see the Facebook Newsfeed and Walls of real estate professionals cluttered with sales pitches for their current listings? And don’t tell me it’s just the Facebook newbies? There are plenty of seasoned super tech-agents still posting “Beautiful 3 bedroom, 3 bath home in a quiet neighborhood, XYZ…call me today for more details or visit 123listing.com” on their personal profiles. Yes, on their Facebook profiles.

First, let’s remind our “salesfriends” of the basics. If you’re not already familiar with Facebook’s Terms of Service then you should know that it’s against their policy to use your Facebook Profile for commercial gain. If you want to post your listings, then do it from a Facebook Business Page. Which brings me to my next point. If you only post listings on your Facebook Page, do you REALLY think that’s going to be enough to keep folks interested or engaged (or “liking” your page)? Moreover, do you REALLY think the consumer is going to say to herself, “Today is the day, I’m ready to look for my dream home so of course I better start at Jenny Smith’s Pleasantville Real Estate page on Facebook!”

I know there’s a chance that someone in your network who’s looking to buy may be online at the moment you post that listing to your Facebook Page Wall, and may even see it in the Newsfeed. And it could be a match made in heaven (or Facebook)…it’s possible. But if that’s your strategy…go ahead, throw that dart and see where it lands.

Now let’s examine what happens when you only post listings on Twitter:

Yep, that sure gives me a reason to respond, follow you and converse.  When real twitter users encounter real estate listings like the example above, one word comes to mind…starts with an “s”…spammer! So you may as well sew a big “s” on your sweater because you’ll be permanently marked that way until you change your ways.

Enough is Enough

It’s time to raise the bar and use the tools the way they’re meant to be utilized.  So if you’re investing your time and effort in Facebook, Twitter and other online communication channels, remember to obey the “nature of the network”.  I’m not saying you can’t or shouldn’t post your listings altogether.  In fact, go for it. But don’t expect real “engagement” to take place unless you put in some real “effort” to make what you share actually “of interest”. So here are a few strategies you may want to try:

(1) Facebook – Listing Feature Post: Share your listing on your Facebook Page but instead of just regurgitating listing details (like 3 BED, 3 BATH, PRICED REDUCED), why not focus on what makes this home special. Highlight a feature of the home (unique yard, new kitchen, awesome view) or better yet the surrounding neighborhood or community. Give us a peek into the lifestyle…give us a reason to want to learn more, a reason to actually comment.

When you broadcast listing details the only engagement you’ll most likely yield are a couple of “likes”…and that’s usually someone who likes you, not your “NEW LISTING”. Those “likes” are not going to give you enough “FB Edge” to rank well in the Newsfeed…which means you’re counting on your targets visiting your Facebook Page on a regular basis to see if you’ve posted their dream home (that they may or may not be planning to buy right now).  So instead think about creating conversation around an interesting element of your listing with text, a photo, or video…and then link to a landing page where people can choose to get more details. Thank you Nashville & Beyond for this ROCKIN’ example:

And another stellar example from @FloridaSunSales of how to accomplish sharing a “listing feature”, but on Twitter:

(2) Facebook – Social Listing Post: Rather than posting listing features, post HOW you’re getting down to business on any given day. Working with clients, prepping for a showing, waiting at an inspection, or better yet….share the interesting work related occurrences that pop up in your day! Just think about answering “What are you up to?” as if a friend were asking. Thank you Mizzle for this ROCKIN’ example:

(3)  Facebook – Proactive Listing Post: You see a house on Broker’s Tour and immediately think of a certain client, or a client who’s always looking for that “perfect forever home”. Ever considered taking a photo and posting it to the wall or sending it via message to that client. Well, that’s exactly what Shannon King and Heather Elias do for their clients. Not only is this proactive strategy helpful to the potential buyer….but think about all the other people that will notice your initiative! Clearly these ladies have the expertise to match their clients with the home and lifestyle they are looking for! That’s talent…that’s a local market expert! Thank you LocoMusings for this ROCKIN’ example:

(4) Facebook  - Custom Tabs: If you focus your Facebook Business Page on your local market area and aim to deliver relevant info that local consumers care about…well, BRAVO! I’ve seen many agents migrate from personally branded pages to geographic or niche focused pages…which is great! But don’t forget to highlight who’s delivering this helpful content…YOU! So consider adding a custom tab that showcases your expertise and any tools you may want to offer. Your tab can also welcome locals to your page and provide important calls to action: like my page, sign up for my newsletter, search for homes (on your site), etc. This way you can still provide all the relevant local content that keeps targets coming back for more, but also have a place where your LIKERS know to go for YOUR real estate expertise.

MyTechOpinion

At the end of the day, you need a plan of action for gaining listing exposure online. Which most likely starts by (1) optimizing your MLS listing details, (2) creating a landing page to feature the listing on your own online hub (Website/blog), and (3) syndicating your listing to places where consumers actually go to look for real estate (Trulia, Zillow, Realtor.com). When it comes to Facebook, Twitter and the like….you need to remember why you are there (i.e. cultivate relationships). And don’t forget the nature of the SOCIAL network you’re using!

Once upgraded I experienced the happy delight of a new vantage point…exactly the same high I get when rearranging furniture. Yes, I enjoy the familiar comfort of my living spaces, but it’s always refreshing and energizing to update the design and functionality in my home. Same goes for Facebook Profiles…really! So here’s what I like so far…and what might take some getting used to:

What I like:

• The photo stream at the top highlighting photos you were tagged in. There is clearly more of an emphasis on photos. Images are eye-catching and this new design provides more staying power for recent posts w/ photos….more opportunity for engagement.
• Main navigation is now located in the left sidebar vs. top tabs (which no longer exist). Profile navigation actually seems more intuitive to me, and mimics more of the design and feel of the home page.
• Your photos and videos are now merged. Access your photos link from the left side navigation and view all photos and videos you have shared or have been tagged in. You can view photos and videos separately or as a mashed feed down the page. Perhaps this new design will motivate those of you waiting to get started with video…to just do it already!
• One of my most favorite new features of this new profile is how “friends” are now displayed and organized. You can easily filter friends from your profile as opposed to just in the newsfeed. But  instead of filtering lists or groups of people you set, you filter via location, school, work, etc. This will definitely make engagement more fun and efficient from your own profile. Profile filtering will most likely become a new task on my Daily Engagement Plan.
• I like poking from my profile. Pokes are a better fit on the profile. This nonchalant form of engagement is kinda fun, it can be both an active and passive form of engagement to let others know you’re thinking of them….with a little nudge.

Might take some getting used to:

• I’m not a big fan of the new headline in replace of my own creative bio or description that formerly resided under my photo. This new headline pulls info from your profile information which can be customized to include your work, education, relationship, birthday, location, etc. Is this Facebook’s attempt to keep things “simple and easy”, showcase your “background” and put more emphasis on interactions over cleverly crafted identity statements?! You tell me?! But I really think I should have the option to create my own headline, bio, or statement.
• My Facebook Business Page gets the boot! Well, at least as a direct link from my sidebar. If you want your Facebook Page linkable from your main profile (i.e. the headline up top) then you have to add it to your work history. Which is still lacking a bit in functionality since some of us may have different company and community focused pages. Clearly this is still a work in progress for FB. Just be sure your Pages are listed in your contact info and work info for maximum visibility.
• Updating your Info links. These are the links associated with your work history, likes and interests, education, etc. Currently many of these links take you to Community Pages which usually just aggregate keyword content and posts referencing the topic (good for search & monitoring). However, if you want your friends to be able to click these links and land on your actual Business Page, then you will have to reset them. This feature wasn’t working for me right away last night. I tried entering Agent Evolution and Reggie tried RPR several times but apparently we were experiencing a glitch. So just be sure to enter the text for a particular page EXACTLY as it reads on and shouldn’t have any issue.

MyTechOpinion:

Before you poo-poo the new profile and start your own “Let’s All Revolt Over the Facebook Redesign – Episode 82″….rearrange some furniture, take in the vantage point and then ready yourself to explore what’s new, secure your settings, and get social!