tigho is forcery, nyc, real estate, advertising, tech

 

By NikNik · December 13, 2010

 

If you’re looking for the article that tells you how to blast your listings out to everyone on the Web, this isn’t it. If you’re looking for the article that gives you a list of all the Facebook apps that auto-post listings to your business page or wall…this still isn’t it. But if you want to know how to share your listings in a socially engaging manner on Facebook or even Twitter…then you indeed came to just the right place!

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! 

 

The U.S. Federal Communications Commission voted Dec. 21 to create new network neutrality rules for broadband providers.

The 194-page order contains several provisions:

Transparency: The order will require broadband providers to "publicly disclose accurate information" about their network management practices, the performance of their services and their commercial terms. The goal is to provide information "sufficient for consumers to make informed choices regarding use of such services," the FCC said in a press release.

No blocking: The rules will prohibit wire-based broadband providers from blocking legal Web content, applications and services. The order will also require broadband providers to allow harmless devices to be connected to their networks. The no-blocking rule is subject to reasonable network management.

Exemption on no-blocking rules for mobile broadband carriers: The order does not prohibit mobile broadband providers from blocking some Web content and services, but it does prohibit them from blocking services that compete with the carriers' voice or video telephony services. The FCC will monitor the mobile broadband industry for signs of anti-consumer behavior, FCC Chairman Julius Genachowski said.

No unreasonable discrimination: The rules bar wired—but not mobile—broadband providers from unreasonable discrimination against legal network traffic, with reasonable network management again the exception.

Exemption for specialized services: Specialized, or managed services, are exempt from the rules, for now, the FCC said. The FCC will monitor the broadband industry for signs that providers are hurting the public Internet or acting in an anti competitive manner by pouring more resources into specialized services, the FCC said.

Paid prioritization of Web traffic: Any commercial agreements between broadband providers and other companies that would allow providers to prioritize some types of Web traffic would likely violate the prohibition on unreasonable discrimination, the rules say. Those types of commercial agreements would "raise significant cause for concern," the FCC said in its press release. "This departure from long-standing norms could cause great harm to innovation and investment in and on the Internet."

Complaints: Broadband customers and providers of Web applications and services will be able to file informal complaints through the FCC's Website, without paying the normal fee for formal complaints. Customers and others can also file formal complaints after notifying the broadband provider. The FCC will allow requests for expedited action on complaints.

By Grant Gross, IDG News Service

 

 

Apparently, email is now ever more passé with usage increasing only in senior citizens according to the metric below.  Facebook's aptly-named Fmail is the newest communication platform trying stick it to Gmail, but also accommodate the desire for instant information gratification, and of course to remain technologically hip, and thus relevant to new consumers.

However, I think this is a misguided attempt to identify a trend.  Yahoo and Hotmail are on the decline becaue they aren't flexible platforms, and because I get he feeling that they are constantly trying to sell me something.  And,  I don't see any single medium supplanting email, as the telephone did the letter.  Instant messaging has existed for decades in a variety of incarnations ranging from AIM to the almighty pager, as has the video-conferencing capabilities of Skype.  I remember seeing a video-phone in elementary school (and if I remember correctly the pricetag at that time was over a thousand dollars).

The greatest recent shift in communication technology has really been bandwith and computing power, so people are able to share and collaborate more, faster.  Photographs, videos, and chat rooms are not new.  Only now, we have all of these things simultaneously whilst  on the train to work.  But, I do not see email being replaced any time soon, only adapted to more seamlessly integrate more robust mixed-media.

BY Kit Eat

 

Twitter, Google and Facebook are busily revealing their top ten trends for 2010. As well as being curios in themselves, the lists reveal, in stark words, exactly what users think the purpose of each of these services is.

Twitter's list is its "Top Trends," a product of its algorithm that detects what most people are talking about on its network. Its emphasis is on hot topics that quickly rise in popularity--a good measure of how interesting something is, and an excellent way to keep Justin Bieber off the top of the list. 

Facebook's "Memeology: Top Status Trends of the Year" is a more analytical affair than Twitter's. It boils down the year's billions of Facebook status trends down to a top ten list. The terms here grew fastest compared to words from 2009.

Google's Zeigeist highlights the most popular search phrases throughout 2010, in a multitude of different ways. The list we selected is the fastest-rising search trends. While the search trends don't match up exactly with the same sort of usage as people tweeting or updating their statuses on Facebook, it gives a good flavor of what the world is looking for online--and presumably then tweeting about.

The top ten lists are shown together above. Firstly they reveal that the world seems obsessed by a 16 year-old Canadian pop singer (though there's no trend for "bad haircut" that parallels Justin Bieber's presence on all three lists).

They also reveal that there's just one gadget that defines 2010 for most Netizens--Apple's iPad. This bodes well for Apple, which is likely to reveal its updated version in a few weeks.

Mentions of Google's Android smartphones, which are rapidly encroaching on the iPhone's territory, were prominent on Twitter--but not Google. 

Facebook was a place where new acronyms emerged: Hit Me Up (HMU) was its most popular trend, "digital shorthand for people to ask their friends to hang out."

Missing from all lists was "WikiLeaks," which is surprising, given the fact it has dominated the news for months.

But there are three big take-aways here: Twitter is used to talk about newsy items (highlighted in red), Google is most often used for entertainment-related info (blue highlights), and Facebook was a mix of both with some oddities thrown in. This is user-determined data, rather than the purposes that the sites themselves would like you to think of when you imagine their brand. 

 

 

From "How to Save the News" By James Fallows

An incredibly provocative article about Google's apparent intent to move into the news industry, in an attempt to incentivize, rather than stifle content creation.