Social Networking - The Goal is to Make Money not Lose Money

The Goal is to Make $$ NOT Lose $$ How to Protect Yourself Online

*Prep for This Week’s Session*  Download, review and make copies of the “Company Guidelines for Social Networking” available on Weichert University. Click on the Make Your Connections icon on the homepage and look under e-Resources.

*Delete this slide before presenting *

Today’s Make Your Connections Session Today we’ll review highlights of everything we’ve covered thus far and then explore how to legally protect yourself and your business when networking and advertising online.

Recap of Our Previous Workshops… • • • • • •

Weichert’s definition of social networking Benefits of social networking Developing an online strategy Getting noticed online Driving traffic to your website Tips that save time and generate leads

Let’s review the top tips from each…

Weichert Definition: Social Networking

This summer we redefined the term “social networking” to include: Online social networking and Face-to-face social networking (i.e., open houses and home buyer seminars)…since we know that we’re in a face-to-face business

Benefits of Social Networking 1. Establishing a presence – Creating online profiles allows more people to get to know who you are and what you do. 2. Generate leads and build your sphere– You quickly and significantly build your network through online channels, which ultimately should lead to more business. 3. Educate the public – Keeps your friends and followers updated on the latest industry news and your local market. You’ll be seen as the industry and neighborhood specialist.

Why You Should Have an Online Presence

Let’s review the process that customers typically follow when selecting a real estate agent and why it is necessary to have an active online presence…

This is a primary reason why you should have an active online presence.

Developing Your Online Strategy It starts with determining a goal… • Establish a professional presence • Widely expand your sphere and promote your local expertise • Promote yourself and your listings • Double traffic to your website and generate leads Networking

Advice & Leads

Post Listings

Blogging

Getting Noticed Online •

Ensure your profiles are complete. Most social media profiles carry a lot of ‘Google weight’ which will make it easier for customers to search and find you.

•

Be cautious and mindful of how you appear online. Maintain your image, reputation, and credibility as a successful real estate agent with your online network just as you do within your community.

Getting Noticed Online, continued •

Balance your updates by applying the three Ps of social networking. − Personality – be authentic, responsive, and positive − Passion – share your hobbies and interests − Profession – let them know about what is keeping you busy (open houses, listings, closings, etc)

•

Stay focused on being a ‘Trusted Advisor’. − Make more emotional deposits than withdrawals when interacting online − Establish a resource list of valuable, informative items to share − Create and maintain a daily schedule

Driving Traffic to Your Website What’s the number one reason consumers go to the web when it comes to real estate?

LISTINGS

Top 10 Things to do to Drive Traffic 1.

Get one local market domain name and a second with your personal name 2. Purchase an IDX website 3. Embed local keywords throughout your site 4. Post local data that customers will value 5. Do some basic SEO 6. Promote/advertise your URL on all marketing materials/email 7. Advertise your URL to your local neighborhoods 8. Leverage free sites to promote yourself and your website 9. Submit your URL to search engines 10. Use social networking sites

Tips to Save You Time & Gain Business • • • • • •

LinkedIn: request client recommendations and export your connections to excel for other uses Facebook: import your email contact lists from outlook, AOL, spreadsheets, etc. and set up mobile service Postlets: post listings online and easily add to other sites (Facebook, Twitter, Craigslist, Zillow) Weichert Agent Pages: Also allows you to post listings to other sites Twitter: use applications like HootSuite and Tweetdeck to manager your account, and set up mobile service Create a social networking schedule Tip sheet available on Weichert University

Protecting Your Online Presence Now that we have reviewed all of the great social networking strategies and tips that we’ve covered this summer on promoting yourself and generating business online … Let’s switch gears and explore how to protect your image and business from legal issues and penalties when social marketing and advertising online.

NHFA Asks Congress to Bar Discriminatory Web Ads The National Fair Housing Alliance reports that Fair Housing centers and government agencies saw a 30 percent increase in the number of complaints by families with children who said they were denied housing accommodations. NFHA said it had identified more than 7,500 discriminatory “family status” advertisements – mostly on the Internet – that specifically stated “no kids” or “couples only.” The Alliance is calling on Congress to amend the Communications Decency Act to forbid Web sites from discriminating against protected classes. Source: NHFA Real Estate Intelligence Report, 2009

Make $$ NOT Lose

$$

• In order to avoid unnecessary fines, legal complications or jeopardize your business, all online marketing and advertising must be compliant with REC and NAR regulations and Weichert policy and procedures. • Sales associate marketing and advertising refers to all mediums: − Traditional print advertising

− Online advertising: including, but not limited to Craigslist, Facebook, Twitter, blogs, personal website and email flyers.

The Tools You Need Every advertisement must have the following elements: • Office name • Office telephone number • Weichert logo • Fair Housing logo • Appropriate disclaimer information

Building the Perfect Ad

Your Ad Here

Names, Telephone Numbers and Email Addresses The Weichert Office name

and telephone number must appear more prominently than the associate’s.

A personal telephone number of the Sales Associate (cell, home etc) should not be presented as such to be misinterpreted as being the Weichert office number.

Associate email addresses should be a weichert.com addresses

Compliant Logos Equal Housing and Weichert logos must appear in all ads

Weichert’s name and logo should appear prominently.

The Equal Housing logo must

appear legibly and in the bottom left corner.

For esthetic purposes, the

Weichert logo should appear in the bottom right. Important Note: When advertising online, you may have little or no flexibility in posting logos and controlling layout, your advertising must still incorporate these elements.

Use

to Post Listings

• This site’s template enables you to be compliant with company name, phone number, and logos. • Postlets automatically syndicates to several search sites • Easily share it on other social media sites with just a few clicks (Facebook, Craigslist, Twitter, Zillow etc.) Jane Smith Weichert, Realtors® 888-888-8888 (office) 999-999-9999 (cell) View my other listings

Advertising Online If you do not have the ability to post the Equal Housing logo, you must use the following language in your ad: “Equal Housing Opportunity”

Stick to the Facts Truth and Accuracy is important in all of your ads. All property descriptions need to be accurate and factually correct. Features should not be based upon changeable or uncontrollable factors. For example, “cul-de-sac street” is factual; “quiet street” is not. Similarly, claims about privacy must be based upon the large lot size or landscape features, not on a neighboring property’s dense plantings or absence of buildings.

Is This Ad Compliant? “Beautiful home on a corner lot with a private backyard that is surrounded by mature trees.”

Answer “Beautiful home on a corner lot with a private backyard that is surrounded by mature trees.”

No “Surrounded by mature trees” is a violation of truth and accuracy because it is a factor of the property that can change at any time. (the trees may be removed).

Acceptable Description “Beautiful home on a corner lot with a large* backyard.” *As long as the backyard is “large” relative to the surrounding area.

Reference to Quality • Making references to quality of construction can be very tempting when advertising a listing. • Examples of unacceptable wording include:

quality built, top quality, and finest craftsmanship.

Is This Description Acceptable?

“ A custom home by Rosario Brothers that features detailed moldings and extensive millwork.”

Answer “ A custom home by Rosario Brothers that features detailed moldings and extensive millwork.”

Yes

• To avoid legal liability, an ad cannot make any reference to the quality of construction. • You may use such wording as: exquisite moldings, extensive millwork, and elegant Old World appointments, if factually accurate.

The Best of Everything • When promoting a property, making distinguishing claims about Weichert, local school districts, and mortgage rates should be avoided. • Making such claims requires you to provide supporting documentation and statistics to back up the claim. For example:

Claims You Should Avoid Using “Best school district”…

“Lowest interest rate”.. “Most sales in Union County”... These claims would need to be supported and documented with MLS figures with dates, Blue Ribbon school awards with year, etc.

Fair Housing Requirements • Proper wording within the advertisement should not include what is/is not suited for a particular group of persons. • For example: Ad copy/Open House directions should not include any references to nearby religious or ethnic institutions, buildings, landmarks, or services, as that would suggest that you’re steering people of a certain religion or ethnic group to that property location.

Is This Description Acceptable? “What a location! Charming 1920's colonial on .41 acre oversized lot. Walk to downtown Smithtown.”

Answer “What a location! Charming 1920's colonial on .41 acre oversized lot. Walk to downtown Smithtown.”

No • Proper wording within the advertisement should not include what is/is not suited for a particular group of persons. This ad is not suited for disabled persons, which is a protected class. • Avoid restricting descriptions among groups who are afforded protection by Federal and State anti-discrimination laws.

Acceptable Description “What a location! Charming 1920's colonial on .41 acre oversized lot. Close to downtown Smithtown.”

Awards/Production Claims • Prior to placement, any ad citing awards, production claims and ranking of a sales associate must be approved by the Manager. • State Level awards must include the year of the award and specify the state association’s name: Jane Doe: Named New York Real Estate Magazine’s Realtor of the Year, 2005

• Weichert Awards should include the year awarded: Jane Doe, President’s Club 2003 - 2008

Disclaimers • All advertising for the Weichert Family of companies must include the appropriate disclaimers, including: −Capital Properties and Estates −New Homes −Weichert Affiliates

Capital Properties and Estates For properties listed as Capital Properties and Estates must include the following: • An affiliate of Weichert, Realtors®, • weichertcapital.com

New Homes • Ads must contain: the phrase “SALES AGENT” in all capital letters, along with this disclosure: The statements and representations contained herein are those of the builder, and not Weichert, Realtors® or Weichert New Homes and Land. • All full-page PRINT ads must also include this additional disclosure: This advertisement shall not constitute an offer, solicitation, or participation in a disposition of property in any jurisdiction where prior registration or qualifications are or, in the future, may be required. This advertisement shall not guarantee that the amenities, facilities, and features will be constructed as depicted. Dimensions, sizes, locations, floor plans, amenities, facilities, and designs are subject to change. • Ads for Weichert New Homes must include this website address: weichertnewhomes.com

Weichert Affiliates • For all Weichert Affiliate properties it must include the following: “Each Weichert franchised office in independently owned and operated.”

• The franchise name MUST be included along with “Weichert Realtors”. “Weichert Realtors, Green Acres.”

Protecting Your Online Presence As a result of the various uses for the Internet today, the lines between business and personal can often and easily become blurred. You should be informed and aware that there are proper and improper uses of social media from a business perspective.

Protecting Your Online Presence

Handout Company Guidelines for Social Networking

For More Social Networking Tips Go To Weichert University