3 Steps to Limitless Social Media Marketing Results

3 Steps to Limitless Social Media Marketing Results

If you are ready to find limitless success with your social media marketing, tired of trying the same old thing in a multitude of different ways, or just frustrated with not being able to truly measure the ROI of your digital marketing strategy, then it’s time to rethink your focus and purpose in social media marketing.

Clients frequently come to me with the opening comment “I need to be on social media for my business. My friend told me I should.” That’s great that someone recognizes the value of social media for marketing a business, but it’s just not as simple as “being there” when it comes to social media marketing.

The sky isn't always a limit.

The sky doesn’t have to be the limit.

Before you get to the point of “being there” you have to explore the reasons why a business should “be there.” Beyond the obvious “everyone is doing it” mindset, there is a lot more to establishing a successful presence in social media.  Even if you understand the “Rules of Engagement” and the “Laws of Perception” you still need to establish the foundation.  The main points and reasons to determine a purpose, and therefore mission statement, for using social media for marketing can be boiled down to very simple terms. Is there a consumer demand for your product or services?

What if there is not a demand? Marketing yourself via social media channels is a great idea if people are already seeking the services you provide. Sometimes – as with some specialty clients – it becomes more about establishing a need and demand before the marketing will be effective.

Here are my top three tips for helping clients identify where consumer awareness stands for your business and how to turn that into profits.

3 Steps to Limitless Social Media Marketing Results

  1. Do people know your specialty exists? Are people aware of your products or services, or is it on the peripheral of an industry and more of a niche market.


    A great example of this is in the field of Dentistry, most people know they need to see a Dentist on a regular basis. A portion of the population might even be aware that they need to go at least twice a year for a cleaning and check-up. Beyond that most people know very little about what impact Dental health has on overall wellbeing and health.

    By creating educational content that focuses on the benefits of your services, specialty or niche can help create demand and answer questions that the public might have. This is pure SEM – search engine marketing – when it comes down to it. By creating content and anticipating questions that the general population is seeking answers to you are establishing yourself and/or your business as the expert.

  2. Find the Gap, then bridge it. Review existing content and materials relating to your industry, identify where the gap is. There is always a gap, and that gap is usually a specialty niche within an industry.

    By focusing on that gap which already meets your specialty and filling the gap, you will establish expertise and gain significant exposure via the popular search engines.

    In the previous example of the Dental Industry that gap might be in the public perception of the purpose of Orthodontics. While recently exploring the area for a potential client I became aware of a lot of factors and medical problems related directly to the structure of the jaw, the position of the teeth and the direct impact on the airway of the patient. Among other things, these factors were very intriguing to me.

    When collecting data and researching the topic it became clear that there was a rather alarming misunderstanding of the value of Dental orthodontic specialists. Since the common belief, and misunderstanding, among many of the reviewed demographics indicated that people believe orthodontics were “optional” for most patients and more about “cosmetics” when in fact, the proper alignment of the jaw, the ‘bite’ and dental well-being has a significant yet underreported impact on overall health.

    In this instance the gap is the basic explanation of purpose and need, people won’t take action if they don’t have a sense of urgency. A good marketing plan will do just that.

  3. Establish the urgent need for your services. People don’t desire what they don’t know they need. It’s pointless to be the “best kept secret” so instead of just going the normal everyday route of waiting for word-of-mouth or incentive marketing to do its job, create the urgency and the need for your business.


    Think of the great infomercials and the products they pitch. Until you saw that infomercial you didn’t know you needed that product. By the time the infomercial is over you MUST have that product, now. Marketing a specialty business is no different, before people have a demand you need to create that demand with a sense of urgency. To take it a step further you can create a sense of “exclusivity” by limiting the availability, the time offered, and so on.

    If you let people think about something for too long they tend to overthink their ways right out of taking action. Creating the urgency, establishing limitations on availability, and giving them a reason for a “call to action” will help grow the consumer response, demand and in turn grow your business.

Once you have followed the above tips you will be able to create focused content around a mission statement – or statement of purpose, and a marketing message that will take you from being barely a blip on the radar to center stage and in high demand. This is when you social media marketing on the channels kicks in, by having established a presence, and regularly built an audience based on your target demographics you will now have original content and organic reach that will leverage your primary marketing message mission.

This basic premise works in almost any industry, and a well-planned approach can be translated to a variety of businesses and specialties. The principles of marketing don’t change, just the variables used in determining the desired results and creating the strategic plan to achieve that success.

Real Estate and AVMs: The Deviation from Reality

Real Estate and AVMs: The Deviation from Reality

If you have been a REALTOR for more than a week I am sure you have had to overcome the “AVM Objection” or as some call it the “Zestimate Objection” from a client or consumer. Whether Buyer or Seller, it’s a fact of real estate today – the consumers trust the Zestimate far more than we trust a real estate agent. The best way to overcome the danger of the Zestimate mystique is to better understand what an AVM is and why the RVM is your best tool to help you demonstrate why an AVM isn’t the be-all-end-all of real property valuation.

I am going to attempt to keep this simple, so it’s as easy as possible for us all to embrace and master our nemesis – any AVM really, but mostly the AVM’s presented on consumer facing websites which then in turn sell advertising.  I will try to explain some of the methodology behind the process, and also the “median error” or the “acceptable” margin of error that’s in the “small print” most people don’t read.

AVM or Zestimate?
The Zestimate is a form of an AVM, so to understand it lets first look at what an AVM is. AVM stands for Automated Valuation Model. It is a computer software program that combines data which is publically available such as assessed value for taxes, public records of property transfers or sales. The program calculates a value for a property based on the data collected.

The use of AVMs began as a business tool to automate the process of valuing a real estate portfolio. Governmental organizations, high-volume mortgage lenders and Freddie Mac were some of the first to implement use of AVMs. This led to the consumer facing models of the AVM when media companies (such as Zillow) saw the opportunity to monetize the data, by presenting an AVM as a “fact” on consumer facing websites, intrigued consumers were more likely to take the “bait” and request more information, leading to the pay-per-lead model or advertising models that we are familiar with today.

The high consumer demand that began in about 2003 to know what the “true value” of real property was led to the growth and reliance upon these consumer facing AVMs. The problem with these models is that they don’t take into account the “local” nature of real estate values or the actual condition of a property, it would not be efficient to customize the AVM for each market, so a general model – frequently based on broad top level categories like zip codes – is used with a much higher “acceptable” (to the website owner) margin of error.

The problem with the use of public data is that it has two critical data issues:

  • Timeliness: There may be a lengthy delay in public reporting of property sales and transfers.
  • Availability: If there is a lot of data available the AVM can have a better success rate, whereas in an area with few sales or transfer, it can be incredibly inaccurate. In some non-disclosure states it is even more difficult to get an acceptable accuracy score.

Proving the True Value of Real Property:
AVM websites know their accuracy rate is low.  As an example, Zillow rates their accuracy on a 1-4 scale. The scale is tied to the Median Error for a specific geographical area. The AVM is run whether or not there is enough data to produce a reliable result. The Zillow AVM assumes average condition for all properties, to normalize the results. It is unable to take into consideration improvements, or deficiencies in a specific property.

Definition-MedianAs of May 19, 2015 Zillow lists that their current Media Error is 8% but then further down the page they state it is 6.9% – to read the entire explanation you can go directly to that data on Zillow.com or I will try to briefly explain what it means. If you remember “Mean, Median and Mode” from high school math, then you will understand what Median means.

Median in mathematical terms is the middle number within a particular set of numbers, this means that there are an equal amount of results before and after the median result. Without stepping into the mathematical argument of whether the median or mean is the “better” (depending on purpose) number typically when a Mean (average of the data) is calculated the Median (middle number of all available data) will be a “better” result for the desired purpose. So if you wanted to spin information to appear more accurate you might not want to go with an average, or the Mean.

Zillow-8percent-05192015

Click to view full size

Median Error Points Based on the information Zillow Provides on their Website:

  • Whether the correct number is 8% or 6.9% that means that 50% of Zestimates on properties are within 8% or 6.9% of the final selling price of the property, and the other 50% of the Zestimates are further off (above) the indicated percentage of 8% or 6.9%.
  • Zestimate Within 5% of Final Sales Price: Zillow states that rate is currently 38.4% (61.6% therefore are 6% or more off final sales price)
  • Zestimate within 10% of Final Sales Price: Zillow states that rate is currently 63.6% (36.4% therefore are 11% or more off final sales price)
  • Zestimate within 20% of Final Sales Price: Zillow state that rate is currently 83.1% (16.9% therefore are 21% or more off final sales price)

What does that mean? That means that they have a REALLY HUGE acceptable margin for error, in my opinion one that borders on inane and unacceptably inaccurate. Are consumers reading this information before they start waving the Zestimate flag? Is Zillow actively promoting their acceptable Media Error rate? Of course not. A side note, Zillow lists that they have 110 Million properties in the system, that statistics was dated in March of 2013.

How-Zestimate-Calculated-051915 (Note: I emailed Zillow CEO Spencer Rascoff on 5/19 to ask for an updated number as of May 2015, a PR representative from Zillow replied later that day inquiring what my deadline was and was researching and would get me results the next day. I did tell her I did not have a deadline but as of 19:15 EDT 5/21 I have heard nothing further, I will update with a footnote when the information is received)

The National Association of REALTORS to the Rescue!
I know I am not the only one who has had a hard time demonstrating why the AVM is not the definitive answer, even Zillow recommends that consumers consult a real estate professional for more detailed and accurate pricing and information, but people don’t read these days. So how can we best overcome the Zestimate objection with a more accurate AVM model and our area expertise? Quite simply with the RVM and RPR.

A Little History: The Birth of RPR and the RVM
In 2012 RPR became a dues-funded member benefit for all REALTORS. The development of the RVM was focused on creating a modern AVM model that could help REALTORS accurately identify, visualize and convey accurate and current market information and trends to use in their business. By incorporating the MLS data – which includes historic records, as well as the most current information the RVM has proven to be the most accurate AVM available.

As of today, RPR is showing that it has over 129 Million parcels in the data, 1.8 Million Active Listings and 222,000 distressed properties, all ONLY available to REALTOR Members.

The RVM overcomes the two critical data issues that AVMs have:

  • Timeliness and Availability: The use of the real-time MLS data via strategic partnerships with MLSs ensures accuracy that has never before been available to an AVM model.
  • Accuracy: With the RPR provided tools, REALTORS can refine an RVM to properly and accurately reflect the value of a property. By being able to make adjustments for property condition, market condition and improvements, you are then able to portray the true story of a property’s value.

RPR-129-051920
By using the RVM as a starting point, we are able to refine the value – make adjustments and present a powerful report – choosing from a few options. There are Sellers Reports (similar to a traditional CMA), Buyers Reports (which include Neighborhood data which is derived from sources such as The United States Census data showing a variety of demographics that are usually of high demand to your clients).

So the next time someone tells you what their Zestimate is, be sure to know what the Median Error is for your area, and perhaps even print a copy of that data onto a PDF and keep it on your phone to show the consumer. With the RPR Mobile application you can pull up any property and if it has an RVM you can refine it and create a CMA as well as email it to your client all while you are in the subject property.

The value of data is in the accuracy of the data, but the marketing can trump true value and lead to the “Rule of Perception” overcoming truth and creating trust. It’s a danger of the digital age. Now, hopefully, you are better equipped to handle the conversation.

The Zestimate is a registered Trademark of Zillow Group.
Source materials include The National Association of REALTORS Realtors Property Resource materials;  Zillow Group.

Real Estate Social Media Outsourcing: Simply Social

Real Estate Social Media Outsourcing: Simply Social

Maya Paveza Real Estate Social Media ExpertIt’s time to announce the latest development for EstateSocial and Maya Paveza (creator of the mayaREguru brand and persona).

Over the last few years the frequency of the request for help “outsourcing social media for real estate” has grown exponentially, and we are now going to meet some of that need.

EstateSocial will start taking reservations for market positions for real estate agents to purchase exclusive rights to have Maya create their content and socialize their real estate business. This will include daily account management, content posting, and even monitoring of potential leads in your market on social channels. We will also “engage” with your audience on your behalf after creating an agreed upon “tone” and “voice” for your social media presence.

Maya Paveza is recognized as one of the thought leaders in social media for real estate and, quite literally, wrote “the book” on social media for real estate in 2009. The NAR CRS Designation selected Maya to present Twitter for Real Estate, she also have presented social media for the IMSD Designation, Active Rain and spoken at numerous conferences for the real estate industry, as well as general social media conferences on the topic of real estate including multiple Coldwell Banker Social Media "RockStar" Panel 2011140Conferences with her friend Jeff Pulver. In 2010 Maya and Human Business Works, a company created by Chris Brogan, created and launched TheHipRoof – a real estate social media educational community (now offline and dormant following Maya’s 2011 ice skating accident in which she broke her hip and arm and was sidelined for more than 18 months).

“I have resisted the demand, under the misconception that outsourcing wasn’t the right way to do it, but with my physical limitations I now need to re-examine a lot of things in my life and my focus. I realized if I really wanted it done right, and to protect the truly qualified and differentiate between the real experts and the masses of “pretenders” who are after the real estate industry like sharks in a feeding frenzy it was time to act. That inspiration came from a recent conversation with my friends Whitney Hoffman and Gloria Bell which reminded me and reignited my joy of social media, we are passionate about social media so rather than fight “the pretenders”, it’s better to be out there and be accessible and affordable, it’s a choice, and it’s about love of the medium and the industry” said Maya in a recent interview with a media publication (not yet published), “I can’t do the day to day activities I used to as a real estate agents, and as hard as I have fought to return to training and coaching, I am getting an enormous push-back because my business isn’t where I was – when I was the #1 Agent in the State for a brand – I am physically unable to do that now. The time offline took me out of the public eye enough to focus on my family, priorities, some consulting work, and to realize I just really enjoy creating and curating content, so why not do it for others and make it accessible, truly affordable and really good quality content curation and engagement, I mean who else has the experience I do – I actually am a REALTOR, an Associate Broker and Salesperson, not some marketer who is targeting the industry, I was in advertising, marketing and technology before I changed my focus to real estate, but it has been my passion – along with technology since I was 10 years old. I am extremely excited to start and looking forward to collaborating with some of my favorite vendors!”

The packages are currently in development, as well as the market definitions but we guarantee that original content will be exclusive to you in your market space and that content will include an original blog post once per week, content curation and sharing on the following platforms Twitter, Facebook, Instagram, Pinterest, Google+ and more, all created and implemented by Maya Paveza herself.

It's all about the friends you makeA focus of all content will be to build organic search engine optimization and reach. The first packages to be offered will be for agents direct to consumers, with future packages for brokers who are focused on recruiting.

Packages will be priced below $500.00/month with a weekly blog post, 4 original Twitter posts per day, 2 times daily Facebook posts, and additional posts on the other platforms. There will be a one time set-up fee to create and/or optimize social media accounts.

For more information email maya (at) mayapaveza.com