Greater Fort Lauderdale Association of Realtors Keynote – Jordan Scheltgen
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Greater Fort Lauderdale Association of Realtors Keynote – Jordan Scheltgen


JORDAN:
Hi everybody. To bring everyone up to speed about who I am, why social media is important, how
we got here, and to do that, I wanna rewind the talk a little bit to give you guys this
context before we hop into Q&A. With this session today, we got this one which
is all about social media. Then, we’re gonna do one on mobile marketing
afterwards. Stick around. I’ll answer any and every question you have. I’m willing to answer. To start with this, I want to rewind the clock
three years. I am a college senior. I am living in Toronto so I am Canadian. I’m in Toronto and I see this advertisement. It comes across my screen for season tickets
to the Florida Panthers for $180. I’d never been in Florida in my life. Florida Panthers, the hockey, I loved it. I’m a Canadian guy so the hockey’s in my veins. I saw the deal and maybe the only thing a
rational college senior with a little bit of money would want to do, I purchased the
season tickets. I was never gonna have season tickets in Toronto. To put it in context, the tickets in Toronto
would’ve been $200 a game. Now, it’s all season for $200 bucks. Why I do this? At that time, I was running a vlog website
out of my college dorm [inaudible 1:39] and we thought it would be a really cool idea
to document being a season ticket holder even though it’s 2,000 miles away and just having
kind of that power. We started tweeting at the team. Hey, demanding unruly trades, asking for anything
and everything, all of the joe. Also, we tried giving away the tickets on
Craigslist which we got some really weird responses from so we immediately stopped that
effort. Fast forward, three months of doing this and
trying to document, the continual committing at the team and mentioning on Facebook post
got us an opportunity. Florida Panthers actually reached out to us
and said, “Hey, why don’t you guys come down for a game, we’re gonna put you in the owner’s box. You’re gonna experience the full nine yards. You’re gonna have food, drinks, hang out with
the owner, all of this stuff.” Okay. So we got on a plane, came down to sunrise to the BB&T. Went to the game. met the owner, documented the whole thing. When we got back to Canada, we decided to
write this blog post. We wrote in this post about our season as
a Florida Panthers season ticket holder. I went to bed not thinking anything of it. Once again in my last year of college, I wake
up the next morning with my phone. You ever get one of those mornings you get
something must be wrong. You have so many notifications. I was like, “What the hell has happened?” So we are in Sports Illustrated. We are in ESPN. We have national and local news media reaching
out to us across Canada for interviews. I don’t know what to do. I’m just complete-I was like this is just
the cool idea and now it’s manifested. Into something way bigger than I thought. So we start getting interviews, we’re getting the mentions We’re getting all the traffic to the website. We’ve been running the website for about a
year that time. We doubled entire website traffic in one day. To put this in perspective, this website now
has a couple million visits against the ton of traffic still to this day. That post gets that kind of traffic. I’d like to live my day-to-day and I’m sitting
there with my aunt at a family dinner, who’s in PR and she said did you know the stories
coming up. Do you know what you’ve done? I don’t know we have a blog post of a hockey
team, went to Florida. It seems pretty cool. She’s like, “What you just did a brand upwards
of 250,000 dollars for exposure.” I took a step back. I was like I got 250 dollars. What do you mean it’s worth 250,000? It’s like brand that’s what brand exposure
is worth. That’s the power of brand. It hit me. You can create a story and use social media
to get brand exposure. Social media is important. This is how you can connect with people that
you never thought you’d be able to connect with. From that point what has happened. It’s been a crazy, crazy ride. That’s got us down to Florida. So from that ride we actually got inspired
to hoping a digital marketing agency which is this level here you see Cave social. So we started the agency in Toronto. We have an office in toronto still where we said,
“Hey, we can do this for people. We can do this for brands We can do this for companies.” In that time we actually decided to open up
an American office here in Fort Lauderdale So two-and-a-half years ago, I moved down
here to help open the office of my team in the back, Justin Taylor. And things just had. I didn’t know any experience in real estate
or real estate marketing. And things just kind of kept going. We started working with some national brands. We started writing for Inman and people
started gravitating towards the content because it just makes sense on how to use social. So today I really hope that I could give you
guys some value and some actual takeaways from this presentation on what you should
be doing with social. No matter your level if you’re a beginner
or you are a complete expert. So why do you do this? Why do we do, why are we on social media? Post cat pictures. How many likes you got? Food. Food? I mean a 100% food. I’m a follower of Tasty. They’re amazing. We are on it because it connects us with people
and would you guys agree that people do business with people that they like, right? Yes. Social media gives us an opportunity to connect
with more people and get more people to like us. Not like our photos. Actually, genuinely like us. This is why we’re doing it. We need to approach socially as a whole like
a room like this with real estate agents and just for context. Everyone in the room is an agent/broker? Show your hands if you are. Any MLOs? Ok so agents if we approach social media like
a cocktail party right. Here is how 95% of agents are entering the
cocktail party. They walk in holding a sign that goes four
bedroom, two baths, fully renovated. People are going to run away from you. That’s what how people are using social media
right now. It’s just blasting listings, blasting listings. The problem with that how often do people
buy a home? Once every seven years. Once every seven years so we don’t know if
the person seeing a message is in Day 1 of that sales cycle or if they’re in year six, day 364. We know these are stats. 85% of people would like to use the same agent
for multiple transactions in their life. How many do? 15 because we get a commission
and we forget about it. This just means we’re not going to see them
for 7 years. Would you guys agree that people on their
second home and third home usually purchase higher values homes? A bigger commissions, that’s probably what we
shouldn’t be forgetting about, right? Social media is a great way for us to stay
connected with them to build our referral base and really grow your business. The other reason we’re doing this and I feel
like real estate is the perfect space for it because it’s still there’s just so much
opportunity in the space. You’re doing this as a differentiator. Who here has seen the movie Tommy Boy Chris
Farley. Ok a third of the room. Great movie, you should see it. In the movie, Chris Farley has this seen where
he’s trying to sell brake pads and he’s going to sell brake pads and the ___ doesn’t want
to buy brake pads from him. Nope I want these brake pads. They have a guarantee on it. Guarantee makes me feel warm and fuzzy that’s
what I want. Chris Farley’s character says essentially
guarantee doesn’t mean anything. You can put a guarantee on a box of crap and
sell it. This is a lot of people in business do with
their websites. They’re just slapping guarantees on their
websites, on your social media. Hey I’m a number one realtor. Hey my customer satisfaction is guarantee. The consumer, the real estate consumer, they
don’t care. Google released a stat. 57% of the sales cycle is done before a customer
ever contacts a business. Nearly 60% of the sales cycle is complete
before a customer ever contacts a business. This means, and you guys do it. If you want to find a taco place in front
of Lauderdale, you’re going to spend 30 minutes going to the Yelp reviews seeing where you
should go. Anything, if you’re going to work with a lawyer,
plumber. You’re going to scope them out. You’re going to use social media. You’re also going to use social media to ask
your friends. You might message them on those platforms. It’s a great, great, great avenue to differentiate. It’s also a great, great way to get to that
60% sold. You guys all in this room right now are making your
next sale and you don’t even know it. Somebody is checking out your social media
profiles and seeing what you’re about. Are you in touch with modern marketing? What’s the story that you tell? Why are you on it? Don’t just think about as transaction-based
thing because no one’s ever going to see your Facebook page by at home today. That’s not gonna happen. That’s what you want from it? Social media’s not for you. Well, they might do though. They might see your page. They might see it again a month from now. They might see it again six months from now
and then, they have a cousin who’s interested in buying real estate and they go “Oh, I know
Sarah. You should definitely link up with her. I know she specializes in this area.” Because you can educate them for months and
months and months. It’s just a great way to expand our reach. The next thing I wanna talk about is zero
and this concept. I think it’s really important and there’s
three things that comes when it comes to zero. One, zero audience. Who here has…? I guess we can say everyone here starts with
zero, zero audience. We can look at people and say, “Ah yeah. But they have 100,000 fans. Oh yeah. But they do this on social media.” This is fair. This is the most fair game ever. They started with zero just like all of us. We all had zero fans at one point. It’s a matter now of taking that zero, turning
it into 1, turning it into 10, turning it into 20, and not becoming discouraged. The other thing we look at with zero. We have, and guys, this is the biggest, biggest
crime in social media especially committed by real estate agents. The biggest crime in social media is not being
social. It is not your soapbox. People do not care what you start up. If you’re just coming up and you’re just yelling,
yelling, yelling, yelling, yelling, that’s all you’re doing, people are gonna stop listening. But if you have conversations with people,
if we take this mentality from we’re not just gonna go out and blast out this message but
we’re gonna actually gonna talk with people on social media. How many people…? You don’t have to raise your hand but embarrassed
but I’ll raise mine. How many people here have created a social
media profile? Let’s say it’s Twitter, Facebook, whatever
it is. Gone through, got all jazzed up about it,
fill out your feed, be at 2-3 weeks, got 25 followers and nothing happened and then you got
disheartened? I admit. Now, how many people have gone to Twitter
and typed in the search bar, “Moving to Fort Lauderdale” and seen all the people in Florida
moving to Fort Lauderdale? One. Get crafty with your social media. Go see whose talking about your neighbourhood
on Twitter. Jump in the conversation and don’t jump in
the conversation when “Hey, buy or sell a home with me.” Start a real relationship with them. Someone’s asking, “Hey, in Fort Lauderdale,
looking for the best taco place.” Go and actually give a recommendation and
then stop, “I would go down to wherever on los olas 13:35].” And you back out because what that person’s
gonna do when they get notified? They’re gonna look you up. They’re gonna click your profile. They’re gonna see what you’re about. You’re already selling them without even knowing
it. “This person just didn’t go in for the kill
like every other person.” This is something we have to look at when
we have zero interaction. Think about your fliers you hand out. How many people here have sent out a hard
copy flier in the last month? How many have thrown out a flier from other
business in the last month? See what I’m saying. Like if we… I know this happens all the time. We get advice like “Ah. I just need to put this on the flier. I need to put that on the flier.” Guys, that’s like rearranging deck chairs
on the Titanic. That’s not going. Come on. Let’s evolve. Let’s really, really make a move towards social
because this is where we can build our audience. Now, this here is the biggest fallacy in social
media, content marketing, marketing in general, and we see this from single agents up to
companies with thousands of people. They say, they think, “I built all this great
content. I built all these great social media profiles. I started updating it. People are gonna come because I’m awesome.” That’s not real life. You guys see Kevin Costner in the movie Field
of Dreams? I know I make a lot of movie references but
I feel like it really bring it home. He says that he’s got a voice in his head
which that was the first sign, he’s losing it. And he’s got this thing which is saying if
you build it they will come and he builds this baseball field and spent all his money spending
his baseball field just like a lot of marketing departments spend all their money building
a website or social, hiring, doing the big plan. At the end of the game, they zoom out. All of America seeming there to watch this
game on Kevin Costner’s field, that’s not real life. That’s not how it works. You have to put an equal amount of effort
into building that you do with syndicating and pushing out your message and connecting
with people. This marketing is half the battle, guys. Creating the content is half the battle in
marketing. You have to be willing to go out and actually
tweet people, actually jump in Facebook common comments. If you don’t have an audience, hijack it from
somebody else. Go to a local Fort Lauderdale News, Boca Raton website, see what they’re posting about. They have really lively comments. Jump in with your perspective that’s relevant
to real estate. Demonstrate your knowledge. People are gonna be, “Hey. This person knows their stuff.” They’re gonna go and check it out. This is what we have to do. We have to be willing to go out and create
our audience. And this is what I’m gonna talk, audience
is everything. Now, I’ve met a lot of agents and realtors
around the country and they say the same thing to me. I say, who’s your target audience? They go, “My target audience is everyone.” No, it’s not. Okay. You need to really, really drill down on what
your target audience is. Is it first time home buyers? Is it real estate investors? Is it retirees? I talk it, write it out to the exact customer
you want. I want a young family with one child and I’m
gonna sell first young family home. That’s where I’m going because once we find
our audience, we can then start creating content that serves them. You don’t have to make… You don’t have to be best friends with everybody. You’re selling to first time home buyers. Who cares where retirees live or things for
retirees? And vice versa, if you’re selling luxury homes
or you’re selling to retirees, who cares? Look at solving the problems and answering
the questions for your demographic and literally you need to write it down. What is my target demographic? What am I selling to them? How can I develop an audience? Now, back to starting with zero, don’t get
discouraged. A lot of times people they post and let’s
say, you get 30… Have you guys have before you get 30 or 40
people looking at a post on Facebook wall and you think, eh. Would you think that’s not a lot? It is insane that 40 people stopped their
day to look at your stuff. It’s nuts. Okay. 40 people is a lot of people. We look at this room. Let’s say there’s 60 people here, 50 people. I can see a post on my Facebook wall and go
eh, 50 people or I can go 50 people stopped their day to see what I’m doing. That’s nuts. That’s opportunity. And I want to give you guys a real life example
for us. We have a video series weekly where we talk about marketing Justin at the back and myself We put all these videos and these videos sometimes
they get 1,000 views, sometimes they get 50. We have one video in particular had 100 views
or something. We take a mentality that anyone who watches
our stuff, that’s just beyond bonkers to us that they listen to us, that’s awesome. It ended up landing a huge account for us. Another video got me to California to speak
to California Association of Realtors conference. You never know who’s watching. You never know so don’t discredit a small
number because out of 30 people, if it’s 10 people who’s seeing your stuff. Those people have cousins, uncles, aunts,
and sisters who are probably gonna purchase a home. Really value it. Value your audience. Know your target demographic and you’ll know
and you’ll start to build out this audience. The other thing, if you go and really write
out where you’re going, I want single family, young family, who do young families hang out
with? Other young families. Retirees hang out with other retirees. Everybody wants to have a guy. I got a plumbing guy. I got a guy. It’s the same thing with real estate. They wanna give referrals. They want to. So enable it by really connecting with them
and connect with them past the sale. Take your demographic that we just talked
about, your audience. Think about what questions you can answer
for them. Where are they? What do they wanna know? Do they wanna know about school zones? Do they wanna know about restaurants? Do they wanna know what it’s actually like
to grow up in this neighborhood? You are the local expert. You know more about your county, your ZIP
than anybody else. Use that advantage because that’s how you’re
gonna drive people in If you can give value. And there’s a lady called Jessica Riffle Edwards
I suggest everyone check out her Youtube channel. She’s at South Carolina and she makes videos
daily. She’s in her car and all she’s doing is “Hey,
here are 5 tips for buying in Charleston, South Carolina.” And she talks through it. She knows her strength. If you’re good in video, record video. If you’re good in writing, write. Do your thing but make sure you provide answers
to questions for your demographic. Give value. Don’t sell because we’re already working on
that 60% sold. They’ll contact you. You can continually give and give and give. I strongly recommend everyone check out her
profile. What’s her name again? Jessica and it’s Riffle, R-I-F-F-L-E, Edwards. One thing she does and this is something I
think a lot of people just have to get over. If you’re gonna be in this pace, you have
to get over. Who’s weirded out by going on their own camera
and filming themselves? It’s weird, right? To go like this and talking to your camera
and you’re right there in public. Guys, this is the best weapon. that’s ever been introduced to marketing. How many people today have tweeted out or
reported on their Facebook page that they’re here? Two. Content is everywhere. People wanna know what you’re doing and you’re
becoming a better agent. You can build that out. That’s great. “Hey, I’m learning with my fellow realtors
hoping to serve the community better.” That’s a good piece of content. Know that. When you look up her and why I wanna bring
this up, when you look up her Youtube page, she’s not Steven Spielberg. She’s like filming; her hair’s a mess, just
talking from the heart. It’s awesome because authenticity is everything. Has anyone here signed up for a plan that’s
$35 a month that manages your social media? Consumers will read right through it. Those work to an extent they’re active but
how many times have you seen a post from those who were like meh. That wasn’t really my voice or my tone. They’re doing some works out in Florida and
post a living room, a log cabin living room. That’s missing the mark when it comes to your
social strategy. This whole thing, guys, why we’re doing this,
you gotta get people’s attention. When you get their attention, you stop what
they’re doing, you have a chance to influence them. Once you gain influence and you can start
to get them to click on your content, now this consumer has the ability to be sold. It’s attention, influence, ability to be sold. A lot of people try to think consumers are
here when they go to start. They come in selling. Don’t come in so hot. Cool it down. Start to build this connection. Think about this now it’s a 6-month game or
1-year game. Think about it as a 5-10 year game. And if I say it right now, there’s probably
a lot of questions about networks and I really want to still try to project and see where
this marketplace is gonna be in 5-10 years. How many people in this room thinks Snapchat’s
for kids? Raise your hand. Audience member: I don’t know how to do it. How many people 10 years ago said I’ll never
get on Facebook? Right, same people. “That’s for the kids.” Now, how does everyone who’s plus 45 use Facebook? Millennials, my generation, we’ve stopped
posting on Facebook. I’m like no, I don’t wanna be tagged in anything. My mom goes insane. Like everything, she’s checking in everywhere. She’s taking selfies. She’s where the millennial generation was
7 years ago. So when you see Snapchat and you see Instagram
and you’re on the sidelines, how are you ever gonna get a hit in baseball if you’re sitting
in the stands? Enter. Get in the game. Play around. This stuff is gone in 24 hours. But it gives you a chance to connect with
people where they are comfortable. How many people read the newspapers this morning? How many people checked this this morning
when they woke up? Let’s starting thinking about our audience. They’re the one here. We need to be here. This is what’s important. With making this content for Instagram, Snapchat,
and this kinda comes back to aim from the room, yelling I have a 4-bedroom, 2-bath. You’re ever selling a drill. You’re selling the hole it creates. What I mean by that? You’re not selling property. You’re not. People don’t like moving. People don’t like renovating. They like the happy life on the other side. They like the new neighborhood. They like envisioning their kids growing up
in a space. That’s what you’re selling. You’re not selling 3,000 square feet. You’re selling a neighbourhood. You’re selling this appeal, this new life
the person’s gonna have, all the new activities, the bars, the golf, whatever it is. And more than that, you’re also selling your
personality. It’s your personality over product because
people want to do business with people they like, like I mentioned in the start. You increase your social circle whether that’s
with Facebook or that’s with attending events throughout the South Board area, however you
do it, you’re gonna see an increase in sales. I didn’t tell you, hey you went to a marketing
event 6 years ago and you met a guy named Randy who introduced you to his cousin 4 years
later, I can’t tell you the exact moment where you made friends with somebody and that led
to a sale. And this is the problem, a lot of people,
what’s the ROI of social media? Have you heard that before? audience member: It’s priceless. Yeah, it’s priceless, guys. What’s the ROI of a bus bench ad? You don’t know. What’s the ROI with going out and shaking
that person’s hand you maybe think you were going to? You never know. You can’t bring it back to a particular moment
but I can tell you, people are on social media. They’re there. If you want in to the game and you wanna start
to connect with people, that’s where you’re gonna be. I do want to make one comment. If you are selling to retirees, you don’t
need to go to Snapchat. Know your demographic. Know where they are. Okay, so it might be Facebook. It might be Snapchat, whatever it may be. The last thing I’ll need you guys before we
open up for question and answer with this is an idea of disproportionate results . Has
anyone heard this term before? Disproportionate results? Okay, so couple of people. What it is is if I put in, let’s say it’s
one hour a week in social media and I get to reach out 100 let’s say for the week. Proportionate results would be I put 2 hours
in, I get 200 with the work I put in. I give 3, I get 300. That’s not how marketing works. A lot of times, marketing works 2x the
effort, you’ll get 5-10x the result. Do things better than other people. Put the extra effort in online. Like I don’t wanna film video, film video
because 95% of the industry isn’t. That’s your opportunity. With that, I do wanna open it up now for questions
so we’ll do up 10-15 minutes of questions, we’ll take a break and then, we’ll come back
for more on marketing. AUDIENCE A:I just wanna comment on that. People are creating video and the funny thing
is when you do your video, what do you think are they gonna see when they see you in person? So don’t hide behind your nice Photoshopped
photo. They wanna see you. They’re not here to judge you, what you’re
wearing, what you look like, your hair is being a mess. The genuine this or that is what they’re looking
for. So just do the video. They don’t really care, like you said. Do the video and that’s gonna connect with
a lot more people and you already said, that’s the new channel how people are gonna be communicating
with. It’s text messaging, then phone calls, the
video is the next wave again. JORDAN: Facetime. JORDAN: Look, if you’re gonna ask me 5 years
ago, I was college football player with all my jock buddies Oh yeah, I’m going to film myself…I woulda told you you’re crazy. But there has to be a willingness to change. Just embrace it. This is where it’s at. AUDIENCE: A lot of my customers are on Facebook. So do you suggest that our post, I put there
real estate-related are public? JORDAN: So what I would do. Do you have a Facebook business page? AUDIENCE: Yeah. JORDAN: So, I would run all of your business
stuff through the Facebook business page. Invite people to like your page one time. Don’t invite them all the time. Another way you can do it people actually
close to you by writing them a message, “Hey, I just opened my Facebook business page. I’d love if you could join, blah blah” Ask people
you actually know. Don’t invite your cousin from Albuquerque
to your Facebook page. It doesn’t do anything for you, right? AUDIENCE: Does it matter if you have a personal page that you keep small? JORDAN: That’s why I would do it. I think on Facebook in particular, your personal
page is still representative of you and your business but I would put my efforts on the
business page. Taking photos with your kids, your grandkids,
that’s personal stuff. I would keep there. Your network and your personal network already
know you’re an agent. They’re gonna refer you if they like you. The business page is there to connect with
people you don’t necessarily know face to face AUDIENCE: Your business page, if you did like
a selfie, a video, do you put it in your business page or do you put it in Youtube, Youtube
over to your business page? JORDAN: I would put it on Youtube and I would
upload it directly to the page on Facebook. I would do both. One of the things you guys can do if you make
a video on Snapchat or Instagram, you can download that video and repost it to other
networks. Now, I do wanna say this. You gotta be careful. Okay, we have Facebook is a sit-down restaurant. Twitter is a dance floor. LinkedIn is the bank down the road. Instagram is the first week of college. We’re gonna act differently in all of these
situations, right? So that means some stuff is great on Instagram
or great for Twitter, it might not be good for LinkedIn. Keep it a little bit more professional on
LinkedIn. A little bit more fun and playful on Snapchat
and Instagram. Facebook is like that middle ground where
you can have real conversation. Twitter is moving so fast. AUDIENCE: What about Pinterest? JORDAN: I like Pinterest. Pinterest is great for putting up really nice
photos. It’s also a heavy, heavy female demographic
so you can connect with a lot of 45+ females, mothers, families, when it comes to around
that. That’s what I’d go. Any other questions? AUDIENCE: What are the top sites to be on? JORDAN: If I was starting right now and I
had $50, I would go all-in on Facebook. It’s king, queen, prince, princess. It’s where everybody is. That’s where I would go because of the insights
that you’ll take away from it. It’s where everybody is still. That’s where I would go. If that’s $50, that’s where I would find my
place on Facebook. AUDIENCE: ads? JORDAN: I would run ads, yes. I would definitely run them. Guys, $30 bucks a month on ads. If we look at this, it costs $4 to get 4,000
brand impressions on Facebook. Give or take. You know what 4,000 brand impressions cost
on a local newspaper? $35. It is the best bang for you buck You can see exactly how many people saw it
links. throw $10 behind a post, see oh hey, I got
a bunch of people. If we can go back and look at our metrics
on Facebook, whether it’s on ads, organic stuff, we’re able to see oh people like when
I post throwback Thursdays of my local area. I should post more photos from the area. Oh my videos that 2x much engagement, I should
make more videos. We just have to be willing to look at our
numbers, look at what the content we’re putting out, and adjust our marketing by looking forward. Yes? AUDIENCE B:Speaking about the videos, I heard
about Facebook Live. I would like to understand what is the difference between it and just posting a video? JORDAN: So, Facebook Live is a great tool. If you turn on Periscope or you go live in any video platform. I think they’re all gonna start rolling out,
I think Instagram and Snapchat with a live feature very quickly. If you start rolling out live content, the
cool thing on Facebook is you can actually jump the Facebook algorithm so you get the people’s
feed and also notifies people in your network like Hey, Johnny Smith is now live. That being said it is live video. Make sure the kids aren’t going crazy. Hopefully your racist uncle isn’t at home that day. You just gotta loosely script it. But this industry, more than any other industry
we work at, I think it’s perfect for it. Open houses, walking into a new listing. Guys, you’ve seen the listing videos where
they’re not, the slideshow. I forgot what they’re called. Those things are brutal. Virtual tour. Oh man, punch me in the face. This is a new opportunity to replace those. You go in and you’re able to quote, “This
is a great living room. Can you imagine the kids running around here?” You can give real commentary on the place. You can flip the camera around, talk to it. “Look at this kitchen. Put a little bit of personality into that
product. That’s how I would use it. Any new listing, any open house. Any other questions? AUDIENCE: Is there a book that? I mean, I’m really ignorant about certain
things. It’s like Snapchat. I don’t know how to get on it. JORDAN: Couple places I would go. I would go to inman.com to the
marketing section. I’m gonna shamelessly promote our marketing show. Go to Cavesocial.com/show AUDIENCE: What was the question? JORDAN: Where should you go for information
on marketing? Another one I would go to is called HubSpot.com
and that will give you… If you search how do you use Snapchat on real
estate on Google and you spend 2 hours really reading about it, you’re gonna be a master. AUDIENCE A:Piggying back off that, don’t be
afraid to go to… Everyone’s afraid to read instruction manuals. Facebook has made an amazing add-on ads. They broke it down to a science of how to
use their own tools. Don’t be afraid to go to Facebook to say how
do I use Facebook on there, how do I use Snapchat They have built these amazing help guides and
I think we’re the first society to say use manuals, cheat code, like these companies
have spent a lot of money making those guides. JORDAN: There’s no cheat code. There’s no $30 program. There’s nothing that’s gonna take you from
zero to hero that’s easy. AUDIENCE B:I’d just like to go back with Facebook live If it’s just like instant now. I’m doing it. It just post right away on my Facebook page. How can I duplicate that in different Facebook
group that I’m part of? JORDAN: So what happens is once it goes on
live, it actually, it then saves to your page. So then, you can take that link or you can
take the share it in Facebook to groups. AUDIENCE B:Would you explain your second hour
how to use Snapchat and building different things JORDAN: The second hour is a lot more in-depth
on those two platforms. I want to give this one and let’s all get
believing in social, and then we’ll get to hear the principles behind those two apps. JORDAN: I will go with the back first. AUDIENCE: Can you delete the Facebook Live? JORDAN: Yes. It’s a big feature. It’s there forever. AUDIENCE: Should I post in other languages? How do you use English and Spanish? JORDAN: Know your target demographic. AUDIENCE: but sometimes
you have people here and they don’t speak Portuguese JORDAN: I would do them both. I would write out whatever your top priority
is, I would write out Portuguese and I would write English below. AUDIENCE: Doesn’t mean you’re just shoving yourself into their feed? JORDAN: I think it’s catering to
your audience. If your audience speaks Portuguese and also
English, then you’re giving them value and you’re able to communicate with them. It’s a communication tool and if we’re not
using it to communicate, it’s really lost its mark so I would do it. AUDIENCE: I have another question. I have Facebook business page and personal
page. How do I send traffic to my business because
everybody’s checking and liking my personal but no one is going to my business Facebook
page? JORDAN: A couple things I would do. On Facebook, I would change your employment
to your business page. So I wouldn’t be employed by Remax, I’d be
employed by my business page. I would put in my email signature as well. Two, anything that you really love, you think
is awesome piece of content on your business page, I would share back to your personal
page because then people would see, “Oh. She has a business page.” It just increases that exposure Anything that you put on your business page
that you think is really awesome information that your personal connections will still gain
from, I would then share that to your personal page I would then share everything but I would share
that back. I have a business page for myself where I
post these talks and stuff. I say, hey guys, anyone who want to follow
my work-related stuff and me talking about marketing and business, I have this page now. Go like it and share it please. I’m only gonna post personal stuff in my personal
account now and what happened, 200 people out of my 1500 connections liked it. Okay, great. I know that that’s the people that are interested. I’m not worried about the big number. I’m worried about the 200 because they have
intent. If they went through and clicked my page,
they’re genuinely interested. Those are the people that are refer me to
people. AUDIENCE: What did you say about the business
email? JORDAN: Oh, in your email signature, I would
put a link to your page on Facebook AUDIENCE: I’m a broker and I have a business
page that’s a brokerage. Should I have another one that’s me? JORDAN: Some brokerages do things a little
differently. You can, one, your brokerage should be corporate
branding that’s all about the community That’s what I would do whenever you’re looking
at the brokerage level. What value can you give to one, any consumer
but to your agents to repost, content for them to repost Two, if you wanna do some blog leadership
and take that on with your personal business page, when you write about being an executive
in the real estate space, that’s very valuable. I think it’s the CEO of Brokerage Hathaway,
brokerage in Atlanta who’s doing a great job. Don’t quote me on that but there are a couple
of people who go through and they built up this individual page where they recruit other
agents in for information on them. I would do both but if you wanna take that
on, it’s just another page. AUDIENCE: I have a couple of instances that
I posted something through my business page but then it goes to the personal page as well
somehow. JORDAN: Yeah. You can unsync them. I would just go to Facebook help guides. They’ll show you how to do everything, what’s
hooked up. You probably installed a third party app at
one point that just enables that right away. You just go to Manage App Permissions and
you can take that out.

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