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!

1. Update your business cards with your social profiles
2. Sponsor a local event or fundraiser
3. Create swag- t-shirts, pens, etc. & give them away to clients and friends
4. Attend and/or host local meetups & tweetups
5. Get a vanity plate for your car
6. Focus on word of mouth wherever you go (grocery store, hair salon, etc.) & carry those business cards
7. Create or sponsor a local business or resource guide
8. Mail hand written client appreciation & thank you cards
9. Create a neighborhood newsletter/ “weekender” (mail or walk it)
10. Direct mailers with comps & social profile callouts (offer a coupon/deal)
Email Marketing
11. Create a drip email campaign, focusing on your niche (offer tips & advice)
12. Send a weekly or monthly email newsletter
13. Send flash animated birthday, holiday, special occasion cards (check out ZingDing)
14. Work with local businesses to co-brand an email offer (send to both your contact lists)
15. Invite sphere to a local event or Free online Webinar for homeowners (based on your niche expertise)
16. What’s happening this weekend? Special weekender tips for your local area (include a coupon for local business attraction)
17. Rate updates and info (work with a local lender)
18. Seasonal homeowner reminders & safety tips (storm drains, garden tips, etc.)
19. Invitation to your social profiles or exclusive Facebook Group (based on local interest)
20. Survey or poll your clients and share results with further relevant info
Blog/Website
21. Create an ebook, require name & email address for free download
22. Video/podcast blog series on a specific topic/niche
23. Offer client Q & A via a contact form, highlight in sidebar
24. Offer a free IDX search tool
25. Add Facebook Connect to your blog
26. Host a contest with prizes from local businesses
27. Comment back timely and create dialogue within posts
28. Post articles about others on your blog (local businesses, interesting people, neighborhoods, etc.)
29. Create a local special interest landing page (i.e. wineries, schools, non-profit, etc.)
30. Feature your listings, use a single property Website solution like MyMarketWare that syndicates your listings to several reputable listing aggregators
Facebook
31. Create a profile and import your contacts
32. Send daily birthday wishes
33. Comment or Like 3-5 posts from the Newsfeed daily
34. Update your status with fun and value once a day
35. Create a Facebook Page for your business
36. Post helpful and relevant resources from your FB Page
37. Leave comments on local business pages or groups (NO SPAM, or self interest linkbacks)
38. Comment on others’ status updates
39. Create a past client photo album with testimonials (tag clients that are on Facebook & post on your business page)Marketing Advertising Blog — VuManhThang.Com
40. Create Animoto slideshows or a photo album for listings (post on your business page)
Twitter
41. Create a Twitter profile, use Twitterlocal.net to connect with locals
42. Use the “Find People” feature to find people you already know on Twitter
43. Tweet homeowner tips (easy repairs, projects, upgrades)
44. Tweet funny, interesting, inspiring, engaging experiences and info
45. Tweet local market info, updates
46. List yourself on Twitter directories: NearbyTweets, WeFollow, etc.
47. Break news as it happens
48. Tweet local event information
49. Tweet your blog posts
50. Tweet your professional expertise & activities (niche advice, relevant tips, open houses, new listings, broker’s tour, thoughts & experiences)

I love pretty things and sometimes crap content can be made to look so nice you actually stick around. But watch out, because shiny objects can mislead you and even hypnotize you into monthly payments in some cases! It’s happened to me! I love me some bling!

So while I think it’s crucial to consider blog layout, design, and user interface…we can’t forget our friends at Google or the readers placing trust in your guidance. The bling will always entice, but it’s the thought provoking, helpful, resourceful, and relevant content that keeps your readers coming back for more, or even subscribe! With all the rockin’ blog themes available, a nice blog design is the easy part. It’s coming up with content and being consistent that is the real task at hand.

I’ve found the best way to maintain regular blog posts and fight “blogger’s block” is by creating a content posting plan. This is really nothing more than making an on-going list of content or story ideas from which you can pick and choose to create posts from. If you want to take it a step further, you could schedule time to write, as well as “read & research”. But don’t plan too far ahead, because some posts may be timely depending on whether they are events or breaking news.

Here are some ideas to kickstart your own content posting plan, or just melt your “blogger’s block”!

1. Write a Series of Posts: Take a big idea and break it up into several smaller posts. Be sure to link back to all the posts within your series.
2. Client Q&A: Create a submission form for your blog. Pick a day that you regularly answer clients questions via your blog.
3. Get Busy: Get involved with local businesses, interview business owners, share helpful businesses that are giving back to the community or can assist new homeowners with their services. Be sure to archive these posts in the form of a relocation landing page.
4. Community Events: Post a monthly event calendar or list of events with all the local information and links. Check out 4 Ways to Add an Event Calendar to Your WordPress Blog.
5. Seasonal Homeowner How-to: Post informative guides on how to clean out the gutters, winter prep your pool, holiday décor, spring cleaning, etc.
6. Breaking News: Whether it’s local or national, twitter and other news sources can keep you up to speed with all the latest happenings.
7. Know your niche & drip the tips: Whatever it may be (women homeownership, short sales, green building), drip your expertise out by expanding upon single tidbits of advice.
8. Local Bargains & Coupons: Share discounts offered by local restaurants/businesses, online coupons for products & services, etc.
9. Local Market Update: Give us your forecast, graph the changes, share local statistics, and provide some tips for adapting to this changing market. Check out Cyberhomes’ Market Forecast report – great resource!
10. Interviews: Post short interviews with industry professionals, local business leaders, local heroes, etc. Include testimonials from past clients.
11. School scores & more: Post recent test scores, school achievements (ex: Distinguished School), school events, etc. for high schools and colleges in your area.
12. Neighborhood Spotlight: Showcase a specific neighborhood…the homes, parks, schools, stores…oh, and your listings too. Give us your top 10 reasons for living in each neighborhood. Interview local neighbors and connect with your farm at the same time.
13. New laws affecting real estate: Each year share the new laws for your state/county, and/or provide updates as they occur in real time.
14. Buyer/Seller Tips: Talk about the home buying process, share your best tips in post form.
15. Fundraisers/Non-Profits: Support or share info regarding local fundraisers.
16. Rate & loan updates: Get the latest info from your lenders and provide tips for buyers on finding the best rates, as well as the process for securing a loan.
17. Favorites: Whether it’s a recipe share, book review, or new movie release…it’s okay to have an opinion!
18. Photo posts: Show off the beauty and uniqueness of your area with photos. A single photo and a simple comment will suffice. Or get creative with a collage of photos taken in your market area or make a slideshow using Animoto.
19. Video posts: Follow your home stager as she/he prepares a home, interview your local lender, tour local neighborhoods, or just share your real estate expertise.
20. Investment insights: Post informational articles on how to select an investment property, interview of an analyst, local suggestions from your tax professional, etc.
21. Friday fun: Put a smile on your reader’s face or just wish them a fantastic Friday with funny articles or YouTube videos, interesting signs, wacky but tasteful jokes, etc.
22. Holiday hype: Share what’s happening in your area during holidays, give ideas for parties, recipes, fun traditions, tell a holiday story about your family, etc.
23. Community callout: Whether you have Facebook Connect on your blog, a Facebook Business Page, or use Twitter. Create a post announcing your new page or group, and let people know where/how they can connect further with you.
24. Consumer alerts: Clue your clients in to the latest information regarding FHA financing, loan modification rules, tax credits, etc.
25. Polls: Pose a question, collect the responses and share the results!
26. Storytelling: Explain a scenario whether real or hypothetical and how you would assist the situation with your expertise.
27. Re-post: Think of it like a “retweet”, but for a blog post! If you find a post written by someone else that you love, cite them and build upon it by offering your own perspective.
28. Invite a guest: Is there a lender you work with, home stager, local business owner that has something to say. Give them the opportunity on your blog!
29. The Spin-off: Take your best blog posts a little further, by building upon them, updating them or taking one concept mentioned to the next level. You can even make a list of all your best posts on a particular subject.
30. Liveblog: Going to an event? Share your experience as it happens (people you meet, products/services you encounter, interesting tips, etc.).

MyTechOpinion

Let’s face it. For most of us it’s not really possible to write and post every single day. But it does become easier, the more you write. Try setting a goal to post every other day or at least twice a week. From my standpoint, I’d focus more on quality than quantity.

The best way I’ve found to foster community on Twitter is by being a community participant. If you want twits to interact positively with you, then you need to start by positively affecting others. But first, you better get organized.

TOOLS: One confusing aspect of Twitter is the noise factor! It’s true…there are plenty of uninspiring tweets. But maybe that’s because you’re not following the right twits.  When it comes to real estate, you often target market to a specific demographic. So if you’re investing time in building relationships online, consider taking more time to check out your twits before you follow. Before following, take a little time to glance at their profile, visit their Website, read their short bio or scan their recent updates. This gives you a better vision of WHO’s tweeting with you.

Once you gain a following…don’t be afraid to rely on a desktop app to better organize your community! Tweetdeck can easily assist in the categorization of your twits. And Peoplebrowsr is like Tweetdeck on steroids with a variety of group features for better targeting those with similar interests.

ACTIVE LISTENING: It might sound like a request from a first grade teacher…and you’re absolutely right! Active listening means you’re listening with your whole self….your eyes, your ears, your heart, your mind…no distractions! And, making mental notes along the way! By becoming a better listener you become a better communicator…making you more productive.  And if you learn to master your own communication skills, the easier it will be to leave lasting impressions on those you meet both online and offline.  And we all know how misunderstandings can occur from not being able to read someone correctly…especially with email or SMS.

So, you need to listen a lot! I do. In fact I’m lurking in the background and you don’t even know it. I’m taking it all in and thinking about how I can add to what’s being said or shared. I do this to gather details about those I’d like to connect with….so that connecting and communicating become more seamless than stuffy! Not to mention all the fun you’ll have learning about others!

TWEET IT FORWARD “TIF”: Active listening will afford you with the best option for building your network authentically….and that’s “tweeting it forward”.  When you listen to your followers you gain details (ladies…you know what I’m saying). Details give you insight into what your new friends like, dislike, need to know, want to learn, etc. So pick a time each day, to scan your followers tweets via Twitter itself or Tweetdeck categories. Better yet, use Twittersearch to find recent tweets related to your local area or interests. Once you’ve identified a couple of meaningful tweets…it’s time to access your resources (business and/or personal) and help!

Let me be crystal clear for a moment: the goal here is to share and add to the tweets you find meaningful. This is not thanking your retweeters. I’m specifically referring to helping those who haven’t helped you yet. For example, tweet about someone’s cause that you can also stand behind and help to spread the word. Answer twits with local questions that you can offer real advice for. If someone is looking for a specific resource for their business or is confused by something and needs a tip…be the one to kickstart their success or unscramble their confusion.  Even making a random Blip.fm dedication to a twit that’s having an off day can create viral happiness!

The more you surprise others with your helpfulness….the more lasting impressions you make. It’s that simple. And if you’re not sure…just ask yourself, “What would Chris Brogan do?”