RealNex and theBrokerList organized a 3 part webinar series on using social media for lead generation in commercial real estate.
The first part of the webinar series was on the topic of using social media for lead generation in commercial real estate.
The part 1 webinar, held on March 1, 2016 at 9am pst, included, Matthew Smith, RealNex as the master of ceremonies, along with guest panelists:
Allen C. Buchanan, Lee & Associates Orange California
Andrew Bermudez, GetDigsy
Joshua Lyons, Johua J Lyons Marketing
Kristina Konen, CBRE Capital Arizona
Steve Wayne, ProspectNow
Lynn Drake, Compass Commercial
Linda Day Harrison, theBrokerList
James Milner, Appalachian CRE Tweet Master
Remember, part 2 will be held on Tuesday, April 5 and part 3 will be held on Tuesday, May 3, both at 9 am PST.
Linda’s personal notes from the webinar and background information:
To listen to part 1 of this enlightening webinar series, listen to the YouTube video below:
Technology Tools mentioned in the webinar:
We also transcribed the actual webinar here below:
Is blogging a waste of time? Am I generating leads is it doing anything for me?
Josh Lyons says he has learned what people need to do by working with commercial real estate brokers. Be consistent, talk about your expertise. Many brokers doubt it. The goal is to start showing up on Google. Website traffic is due to you being consistent and Google likes experts. However, the broker wanted proof that they get leads from this. Taking all of the blog content, take your content and re-purpose it for outreach to investors. That does work and Josh has proven it!
Matthew asks what are best practices for blogging?
How do you start and what should you do?
Allen says he wife says “blogging is working out loud”. Think about what you do everyday, like a building tour, that is great blog content and you can share that. It is helpful to present our business and helpful to potential tenants or investors. For example I did a video on what to expect from a tour. That is an example of working out loud. What do you do every day is excellent content. That content then becomes searchable on Google, as that is the goal.
Linda Day Harrison says you can blog with no overhead or technology. You can do it through theBrokerList, Linkedin, Guest Blogging and be lightweight and commit to writing a blog like Allen and Lynn do it. There are many platforms to blog on. You do not have to have your own blog to start.
Lynn Drake says she is on about 40 different sites with her blog. She said she did all blogs geared towards brokers, but now she is changing gears and writing focused on CFO’s at organizations. Most of Lynn’s business is referrals and find her on the internet. They read her blogs online so when she gets to the appointment they have already read her blogs and she is hired before she gets there. Now Lynn is outsourcing as a professional can do a better job.
Josh said, hire me, I am a marketing professional dedicated to helping folks in the commercial real estate industry! You can find Josh here.
Andrew Bermudez suggests leveraging other people’s platforms by writing a guest blog post on other sites. For example you can blog on theBrokerList or Digsy on any topic. It will help you climb up the ranks on Google organic search. So other platforms have gained the traffic so why not write a guest post on a relevant topic and you can leverage other platforms. For example Allen writes for the Orange County Register. And baby steps can rocket launch you if you are using larger platforms.
Matthew says the Breakfast Club started a few years and we now have hundreds of people coming on and 20 special guests. It is a great session, like a brain trust so we all learn.
Steve Wayne talks about his experience with race cars on his blog and it was a great way to get to know Steve at ProspectNow.
Andrew says at Digsy they are heavy into marketing matching brokers and tenants. Digsy does standard search optimization techniques. Andrew says to watch for auto complete to see what people search for. He typed Loopnet into Google search and it pulled up Loopnet Alternatives and it is giving him tons of traffic. But going into Google and looking at auto completes it gives you what people are thirsty for.
Matthew wants to talk about social media and move off blogging for lead generation now.
Matthew asks Kristina Konen what she has found that works. Krisitina use Linkedin and Twitter as she has a photographic background. Kristina uses images to bring her social media alive and make it more visual. She grew her former companies Twitter to over 2,000 followers with her fun stuff and make it more personal.
Lynn Drake says she uses Twitter, Facebook and Linkedin. Lynn uses Twitter with automation and she gets tons of traffic from Linkedin. Lynn says she focues on Linkedin. She has had assistants and finds they do not have the expertise to use social media so Lynn is now outsourcing.
Andrew Bermudez uses Twitter and Linkedin and Not so much Facebook. Linkedin works great for referrals. Andrew has gotten clients from Twitter and uses Twitter to interact with cre professionals and other founders. Andrew uses Buffer to share content that he finds interesting. Andres uses Snip.ly to share content and puts feeds in there and they I add a call to action to promote Digsy. Andrew shares other people’s content and he share this call to actions at the same time. Andrew shares 10 -12 articles every morning using that combination of Buffer and Snip.ly. Sometimes Andrew will share photos and Linkedin is the best best plus Twitter.
Matthew asks – How should we make up our Linkedin or Twitter profiles.
Linda mentions that Lynn uses automation with Twitter and some people say automation is not a good idea, but Linda says at least Lynn has a Twitter and she can be found. Matthew says that if I find somebody and they have not tweeted for 6 months or a year he does not like that.
Steve Wayne says Matthew brought up a good point If you use social media as a lead generation for business, but if you have a conversation with people you are genuinely interested in, if you do not have that activity or recent social media activity, it makes me think they are not doing anything any more or not in business but sometimes it is that the company does not know how to leverage social media.
If you plan to go dormant at least use automation or take it down. Lynn is too busy but she has automation.
Steve echoes what he heard so far on the call and he does not use Facebook a ton for business, but he loves Linkedin. But to find new content Steve has done some press releases through GlobeSt and they took that content and reblogged and reposted it through other channels too. It is nice to have other websites with your content on other sites too.
Allen says one of his favorite social media tools is YouTube. Allen was asked to make a presentation to a tax exchange professional organization. Allen used YouTube and talked about Steve’s ProspectNow using Steve’s YouTube video! So Allen says collaboration is key and social media helps you to do that.
Josh says that the success and growth and publicity from Twitter. Josh met GPE through Twitter and they also met theBrokerList for SVN Southland brokers. So if you are engaging and communicating the more you put into social media the more you get out of it. Josh said he has been comparing Twitter to Facebook and Twitter gets well over 3000 times better and 4000 more page views and 5000% more growth on Twitter for him than Facebook.
Linda mentioned tools and tools she would be lost without. Zapier and IFTTT. They are powerhouse tools. Basically it gives you unlimited automation without programmers. Linda says some things she uses Zapier for is RSS feeds. Blogs, haves, wants all can be shared and automated so you can fill your streams and channels with content, same as Buffer. The sky is the limit with RSS Feeds.
Andrew gives an example of a tool he uses FullContact where humans transcribe the card and synch automatically and using Zapier it can add to his mailing list, add to my crm, send to the following email. Meet Allen, take picture, add him to a mailing list and it does tons of stuff quickly and instantly.
Linda reiterated that automation can do so much more. For instance as a blogger if you have an RSS feed that feed can automate your outreach.
Matthew chimes in that many of these tools sound like they are over people’s head. Lynn says they have been using HootSuite and since Lynn has outsourced it HootSuite is not working very well and Lynn is not making those decisions.
Linda says it is not that complex and Andrew concurs it is actually easy and for lead generation it is a lot of heavy lifting with these tools and capturing the data and twitter addresses or re-purposing the data so you can follow up or send an email using automation.
Matthew says sometimes we get analysis paralysis. Write things down, but segment them and start out with one thing. Get one small win and then move to the automation and start something first.Matthew says - Get one small win and then move to the automation. Click To Tweet
Share with us on Twitter of Facebook or maybe we will have a scavenger hunt or something, like if you can find Steve Wayne in is Ferrari or beauty tips from Allen.
Linkedin is not a resume you need to showcase yourself to your clients and connect with all of us from this call.
Matthew announced the first Tuesday of April and first Tuesday of May we are going to talk about automation and networking. As you start blogging and writing some articles, let us know so we can tie some of these success stories in our upcoming webinars. Matthew has used blogging and social media tools and has gone to networking events and I have never met people and they know me from the social media and mixing it up. Matthew says networking and social media work together.
Linda says you have to tell people what you do in your online profiles. We get calls for specialists but nobody is putting the content or pictures in their profiles.
Kristina says spend a couple bucks on a good photo. It is so important to have a good photo for your profile.Kristina says - It is so important to have a good photo for your profile. Click To Tweet
Lynn says when she outsourced her Linkedin account. The professionals cleaned up her profile, added case studies, her brochure and really improved her profile. She urges people NOT to copy other people’s profiles. It is somebody that copies other people’s profile and it is not advised.
Question: Can you guys put a list of automation tools from this call up? Yes, we will add this as a blog.
Do you use Pinterest?
Yes, Linda says she uses it to share any images from her site to Pinterest and that is a big search engines. Those pictures bring us traffic.
Allen uses Pinterest in similar ways. Every time Allen does a blog post or Tuesday Traffic Tips and uses those images and relates the content. He posts client logos and projects completed. Allen shares images of golf courses and images of southern mansions among other things of interest. Allen says people in their twenties are searching there for so many things why not be there too.
Lynn says she was using picture sites and she is now using Canva. Can you use Canva images on Pinterest. Yes, you can use those images for Pinterest.Lynn says - I was using picture sites and she is now using Canva. Click To Tweet
Matthew points out the image for the webinar was made using Canva. A Steve Wayne post that was used as an infographic was done on theBrokerList using Canva.
Matthew asks what is one thing people can take away from this session?
Andrew say since we have limited time and we do not make money until we sell a building. Andrew says to have social media accounts automated. Andrew says he would suggest you create your own blog on WordPress. Put a few pieces out and leverage other people’s platforms, blog for Loopnet because they are going to link back to you and make your new blog relevant. If I put a $1 I get a lot more eyeballs on the sites that have a large audience and put pieces out there all of the time and leverage audiences from other people’s platforms.Andrew says - leverage audiences from other people's platforms. Click To Tweet
Matthew says from all he has heard, blogging seems to be the easiest thing to do.
Allen says you fall into one of three categories. You are a consumer of content, a creator of content or a curator of content. If you are on a webinar you are consuming content. So if you are already a consumer, become a curator. Take a YouTube video and forward to one of your social media platforms. If you watch this webinar email it to a friend. If you are curating, then take the step to create a blog post or video. I would not immediately jump in and start writing. A. You will not be able to sustain it. The worst thing you can do is be inconsistent. People start to realize this guy starting posting on Tuesday and now he is not around. If you are a consumer become a curator, if you are a curator become a creator and move yourself up that continuum.Allen says - If you are a consumer become a curator, if you are a curator become a creator and move yourself up that… Click To Tweet
Unless you are so committed a blog is a major obligation and time consuming. Take baby steps and start guest blogging to test the waters and sharing people’s sharing content gets you noticed. People blog about the top ten bloggers or top ten websites because people notice them. People are sharing their content. For example Lynn wants to go after CFO, start sharing that companies posts and tweets, comments on their blogs. That is what I would be doing. Be an advocate for that company to get their attention.
Allen says, yes, that falls under the category of curation. For example Coy Davidson was one of the original bloggers in our industry he has done a phenomenal job. The guy killed it last year and year before. He will tell you that 100% of his business comes from his blog. It comes from other brokers, colleagues, other Collier’s blog. Coy does an incredible job of content curation. The News Funnel has done this too.
Steve Wayne says people struggle with what to write about to do something original. Write about what you think about on a daily basis. It is interesting to think about what is in your brain. A deal story is so interesting. Steve remembers there was a murder on a property he was selling and he has used that anecdote for speeches, articles etc. and we have so much interesting content packed into our brains. It is about being transparent and articulating it exactly how you think about it. Allen does a great job it as well as Duke Long. Everybody has that innate in them to communicate it.Steve Wayne says - Write about what you think about on a daily basis. Click To Tweet
Josh says it is so important if you are trying to get traffic. If you are in a market, think about writing tips on finding office space in Chicago and take whatever you are passionate about and write something at least one time per week and once you start and writing it in a way that is search engine friendly. You have to know what to do to make it search engine friendly. Josh says it is incredible important for anyone trying to get business. I wrote a blog post about how to write a blog post that is search engine friendly. You can find it here:
Lynn says whenever you go to an event or meeting collect all of those business cards and go home and invite everyone you met to join you on Linkedin. Then once you check them out, then make a decision to add them to your database or not.
Kristina says use it as it is meant to be. Be social, get out, use it and be responsive!Kristina Konen says - Be social, get out, use it and be responsive! Click To Tweet
Matthew says he appreciates everyone for coming on. If we had more bandwidth, we would do more and more. Let us know what is working for you or not. Matthew would love everyone to be on our webinars.
James Milner (https://twitter.com/AppalachianCRE) is tweeting #crebreakfastclub for us. He can be found on Twitter is a huge help to us with these webinars.
Thanks for being social and we are recording this for future listeners and everybody can curate it.
Thanks All! Bye!