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