Social Networking - December 2007

Information Central’s Top Tech Tools: It’s All About Social Networking!

Last year, Information Central reported on social networking tools in A Web 2.0 Sampler: YouTube, ActiveRain, and iTV. Since that time, many more technologies have gained momentum as powerful networking and marketing tools for REALTORS®. As expected, social networking websites and applications continue to take the lead when it comes to "must have" technologies.

This year, Information Central spotlights tech tools you absolutely must know about to reach those tech savvy consumers: blogs, vlogs, wikis, Drupal, Flickr, Facebook, MySpace, YouTube, Second Life, microsites and weblets, text messaging, and widgets. Not a techie? Don't worry – we'll provide you with the basics, offer examples of what others are doing with these technologies, and let you take it from there!

What are... Blogs & Vlogs?

What are blogs and why should REALTORS® care about them? Blogs (short for weblogs) are a great way of getting your name out in front of the public as a real estate expert. Think of blogs as a daily journal you post online. You can blog about your local real estate market, new houses on the market, advantages and benefits of moving to your city and state, the real estate industry in general, real estate technology and marketing and mortgage issues. According to NAR's 2007 Member Profile, blogs are used by 4% of all REALTORS, or over 50,000.

Blogs don't just have to be text. Videoblogs (or vlogs) are also growing in popularity. Here is an example of a vlog about condos in Michigan and another about Arlington, Virginia.

Blogs require constant attention. They must be updated regularly to avoid stale content and be relevant and accurate. Formats include individual blogs, group blogs and carnivals, which are edited compilations of articles and links on a specific topic. Readers can also added comments on articles on the blog.

Blogs can be created using several different platforms. Blogger.com and WordPress are among many free websites that let you create and maintain a blog. Simply create an account, choose a template and start your blog. Typepad and Moveable Type are another ways to start your own blog, for a fee.

RSS (“Really Simple Syndication”) feeds allow the blog reader to get updates sent directly to their email and share new updates with other websites. You can also link your blog to other blogs by posting comments and putting in a link to your blog. Additionally, you can write about other blogs on your website, and provide a link to that blog. Blog topics cover the whole real estate world, such as individual markets, thoughts on the current real estate market, tips for home buying and home selling and growing your business.

Blogs/Vlogs in real estate:

ActiveRain Real Estate Network
The Real Estate Tomato
Rain City Guide
Carnival of Real Estate
BlogArizona
Chicago Metro Real Estate
Special Needs Real Estate Agent
Lizette's Real Estate Stuff
Future of Real Estate Marketing
Illinois Association of REALTORS®
Arkansas REALTORS® Association
North Shore Association of REALTORS®

Further Reading on Blogs and Vlogs:

Field Guide to Marketing with Blogs, (NATIONAL ASSOCIATION OF REALTORS® - Information Central, Feb. 2007)
Field Guide to Using Digital Video as a Marketing Tool, (NATIONAL ASSOCIATION OF REALTORS® - Information Central, Mar. 2007)
Step-by-Step Blogging, (REALTOR® Magazine Online, Aug. 2007)
Technology Update: Blogs in the Real Estate Industry, (Houston REALTOR®)
Realty Blogging, (McGraw-Hill, 2007)
Blog Marketing, (McGraw-Hill, 2006)
Blogging for Dummies®, (John Wiley & Sons, Inc., 2006)
Naked Conversations, (John Wiley & Sons, Inc., 2006)

What are... Wikis?

Named after the Hawaiian term for “fast”, WikiWiki, wikis have rapidly become a powerful collaborative tool for real time online information sharing. This free and open source software allows both recreational and expert computer users to share complex data particles such as hyperlinked materials and media in a realm that is both accessible and functional.

One aspect of wikis which makes them so unique is that they can be viewed and modified by anyone with access to the internet, as there are usually no registration requirements. The user can access the information and edit it in a real time setting. While this makes a wiki engaging, there is also the potential for abuse and therefore requires moderating.

Because there is no need to have in-depth programming or HTML knowledge in order to create a wiki, they are ideal for REALTORS® who want a quick, easy webpage that can handle links and pictures. Also there are many wikis out there already that contribute greatly to the real time knowledge base of real estate agents.

Wikis in real estate:

Zillow Real Estate Guide
InmanWiki: The Real Estate Encyclopedia
Real Estate Wikia
Home Buyers Wiki
PBwiki (make your own wiki)

What is... Drupal?

Drupal is a free and open source content management system that allows an individual or a community of users to easily publish, manage and organize a wide variety of content on a website. Drupal also allows the system administrator to customize the content and display of the Web site with little or no programming allowing for anyone from the relative novice to a programmer to contribute and manage content. Drupal runs on many platforms, including Windows, Mac OS X, and Linux and requires a database such as MySQL or PostgreSQL to store content. Lillibot, a Drupal training site, has a step by step tutorial online for free on downloading and starting Drupal.

Some have considered Drupal more difficult to learn and slightly more difficult to install than some simple CMS (content management system) programs or basic blogging tools such as WordPress but the polling functions, easy to use RSS feeds and other add-ons make this a great hybrid communication tool for the web.

Because the focus of Drupal is on author/reader communication and not programming expertise, a Drupal site would be ideal for REALTORS® looking to truly expand their community as well as hear back from them.

Drupal in real estate:

Drupal

Further Reading on Drupal:

The Drupal Cookbook for Beginners
How to Install Drupal on a Windows Machine

What is... Flickr?

Flickr is a popular photo management and sharing web application. It is more than just an online photo album. With Flickr you can upload, organize, tag, describe, comment on, blog, and map your photos.

Flickr's strength is that it is a collaborative venue for photo sharing. You can join and create public and private Flickr groups for people with similar interests who then share and comment on photos. People with similar interests can connect to each other. Through Creative Commons licensing, the copyright owner (i.e., you) can set restrictions on how each photo may be used. You can use other people's photos for your own projects as well as make your own photos available to others. Your personal settings allow you to control how your photos are displayed and shared.

More and more home buyers are turning to the web to start their house hunt. Buyers are relying on online photos to browse a property virtually before even stepping into it. With Flickr, you can create notes within photos and add additional information about the property, including links to detailed listing information. Other applications include sharing examples of well composed photos, showcasing properties, firms, agents, and brokers. A free account will give you limited monthly upload bandwidth (100MB), while the Pro account grants unlimited uploading and storage features for $24.95 per year. You can also order prints and create personalized items such as photo albums and calendars via Flickr's partners.

Related technologies:

Photobucket.com
Shutterfly
Snapfish
Kodak Gallery

Further Reading on Flickr:

Flickr FAQs
The Mossberg Solution: How the Big Photo-Sharing Sites Stack Up; Picking a New Service Once Yahoo Photos Is Out of the Picture, (Wall Street Journal, Aug. 1, 2007)
10 Proven Ways to Drive Traffic to Your Site for Free, (Realty Times, Nov. 30, 2007)

What is... Facebook?

Facebook  is a social networking website launched in 2004. Initially restricted to university students at Ivy League schools, the website has since expanded to allow membership to anyone older than 13. Users can select to join one or more participating networks, including school, university, place of employment, or geographic area. Once a member, users can upload photos, find colleagues with similar interests or backgrounds, and communicate with friends. The website has grown rapidly since opening to the general public in 2006, racking up triple digit growth rates in the last year according to Nielson//NetRatings. As of November 2007, it is the number one site for photo-sharing in the US, with over 14 million images uploaded daily.

There are several ways REALTORS® can use Facebook. First of all, as real estate is so often about building connections and contacts, Facebook is a great way to network. Not only can you connect with friends, past clients and peers, the ability to create or actively participate in groups such as “Indianapolis Homebuyers,” “First Time Homebuyers,” or “Chicago Real Estate” can help expand your group of contacts. Users also have the ability to add third-part programs (called apps) to their Facebook profile. For REALTORS®, this includes the ability to list properties through apps like LivePads or Cribfinder or become the "local expert" through active participation in apps like Neighborhoods. Facebook also allows members to create marketing flyers for targeted distribution through networks. The cost can be either based on the number of times the ad is served up to users (cost per impression) or on the number of click-throughs the ad receives (cost per click). With new apps appearing at the rate of 100 per day, these are only the first of many avenues REALTORS® can explore on Facebook.

Like most social networking tools however, Facebook is not for the passive user. Building up a list of friends, becoming active in various groups and sharing information and connections takes time and effort. REALTORS® who already see a value to social networking and connecting online to new communities will benefit most from using Facebook.

Facebook in real estate:

LivePads.com
CribFinderFacebook Neighborhoods

Further Reading on Facebook:

CribFinder and Facebook: Showcasing listings, (BloodhoundBlog - BloodhoundRealty.com, LLC)
facebook is, (Fast Company, Nov. 2007)
Marketing real estate on Facebook – and other social networks, (Future of Real Estate Marketing - Inman, May 2, 2007)
Marketing yourself with Facbook Flyers, (Future of Real Estate Marketing - Inman, Oct. 10, 2007)
How to productively take advantage of online communities, (Zillowblog, May 1, 2007)
MySpace vs. Facebook – the video, (WebWare, May 31, 2007). - Webware spoof of Apple's "Get a Mac" ads compares the two social networking sites

What is... MySpace?

Founded in August 2003, MySpace was created for use by the general public as a social networking vehicle. Headquartered in Beverly Hills, CA, and owned by Fox Interactive Media, MySpace boasts the rank of third most popular website in the U.S.

Although MySpace was begun as a social networking website, its usage has also spread to business applications, as typical MySpace users often do connect and reconnect with others for social and business purposes. According to the 2007 NAR Profile of Home Buyers and Sellers, 84 percent of home buyers have used the internet in their home search process. Savvy REALTORS® can leverage MySpace as a means of free advertising through which they can promote their services.

MySpace offers easy to use step-by-step instructions on how users can set up their own Profile, which can include photos, personal and business information, links to other websites, music, and journals. There is no service fee for using MySpace.

Related Networking Websites:

Facebook
ActiveRain

Further Reading on MySpace:

Field Guide to Social Networking for REALTORS® , (NATIONAL ASSOCIATION OF REALTORS® - Information Central, May 2007)
MySpace TM for Dummies®, (John Wiley & Sons, Inc., 2007)

What is... YouTube?

YouTube was created as a video sharing service that allows any Internet user to watch, share and comment on videos uploaded to the website. Anything that can be recorded by a webcam or video recording device can be shared on YouTube.

YouTube is an excellent resource for uploading, sharing and tagging fun and/or informative videos. Another potential use of YouTube is advertising. Information on topics such as final walk-throughs, selling in a slow market, or the effects of pools and hot tubs on property values can all be shared via YouTube to reach buyers, sellers, even other REALTORS®.

REALTORS® have created commercials and virtual business cards on YouTube, and large franchises are uploading video listings of homes on the popular site. In some of these videos the agents simply point a camera on themselves and talk about why consumers should work with them. Others create their own web infomercials. YouTube allows real estate professionals to reach out to a new generation of home buyers and sellers, be creative (if desired), and gain wider exposure on the web by advertising their skills and knowledge, their websites, and even their blogs… all for free.

Related Websites & Technologies:

Real Estate Channel
Blip.tv
Break
Spike (powered by iFilm)
Metacafe
Revver

YouTube in real estate:

How to buy a home like a REALTOR® would
Louis Schneider REALTOR®
James Jamar, Phoenix, AZ REALTOR®
Meredith Jennings REALTOR®

Further Reading on YouTube:

YouTube: A Modern Take on Real Estate Technology, (RISmedia, June 20, 2007)
For some REALTORS®, selling is all about YouTube, (The Oklahoman, Mar. 31, 2007)
Real estate ads land on YouTube, (NBC-2.com/Fort Meyers, Feb. 9, 2007)
Creative REALTORS® Turning on YouTube, (VideoLink.com, Dec. 13, 2006)
How to Use Video to Sell Your House, (Future of Real Estate Marketing - Inman, Oct. 10, 2006)
Using Video and YouTube to Sell Real Estate, (The Real Estate Bloggers, Jul. 24, 2006)

What is... Second Life?

Think Second Life is just another fantasy game? Think again. Second Life is a 3-dimensional multi-user virtual environment (“MUVE”) where millions of virtual residents live out virtual lives. Second Life is most often used as a form of entertainment and socializing. SL's theme-based “island” and “mainland” destinations, coupled with its diverse inhabitants, offer something for every interest imaginable…good, bad, or otherwise. But SL is increasingly being used for mainstream – and, yes, revenue generating – purposes. Academic institutions are using SL to offer virtual classes, tech firms for collaboration and virtual job fairs, nonprofits for fundraising, politicians for press conferences, and retailers for obvious marketing reasons. And, you'll even find regular, every day folks opening Second Life businesses to increase their real life incomes.

If predictions by research firm Gartner Inc. are right, by the end of 2011 a whopping 80% of internet users will have some type of presence in a virtual world. Just think of the marketing possibilities and audiences you could reach! Still skeptical? Take a look at how Coldwell Banker is positioned at Second Life. Coldwell Banker's Ranchero section of SL features an award-winning property boasting an impressive virtual headquarters and some 500 virtual homes.

Have a look for yourself -- simply register at secondlife.com (don't worry, you can sign up for a free membership), create an avatar of your own, and take a virtual field trip.

Other MUVEs:

Weblo.com
There.com
ActiveWorlds.com
Doppelganger.com (vSide)
Zwinky.com
Stardoll.com

Second Life in real estate:

Coldwell Banker - Ranchero (Secondlife.com)
California Association of REALTORS® (SecondLife.com)
Global Condo Center, Vancouver, BC (SecondLife.com)

Further Reading on Second Life:

Vancouver REALTOR® sets up shop in Second Life, (Vancouver Sun, Nov. 14, 2007)
Virtual headquarters open for business as California Association of REALTORS® launches Second Life presence, (Broker Agent News, Sept. 19, 2007)
Second Life's real-world problems, (Time, Aug. 20, 2007)
A House that's just unreal, (The New York Times, Aug. 9, 2007)
A Job Interview You Don't Have to Show Up For, (Wall Street Journal, June 20, 2007)

What are... Microsites & Weblets?

Challenging markets call for creative solutions, and microsites can be a good, low-cost option for reaching potential clients. Microsites (aka weblets) are similar to links on a website, although they typically have a separate URL and are intended as an offshoot of the primary website with a specialized purpose. The REALTOR® Action Center and The Face of Real Estate  are examples of microsites. Both are part of NAR but are considered separate entities in their own right. REALTORS might consider using microsites to position themselves as specialists in specific markets, e.g. seniors, luxury homes, commercial, Hispanic, etc. You may include articles or information specific to that market as well as links to appropriate listings at REALTOR.com. Keller Williams has embraced microsites, with detailed instructions, links and suggestions  available on their Intranet site for KW agents creating microsites. If a REALTOR® or their company already has a website, setting up a microsite is a simple matter of adding a page and inserting content.

What is... Text Messaging?

Text messaging, commonly referred to as texting, is the ability to send and receive messages, of 160 characters or less via a mobile device using Short Message Service (SMS). Many mobile service providers charge a monthly or per-message fee, although some companies offer SMS free of charge. Text messages can also be sent from a cellular service provider's web site or by visiting some web pages that offer to send text messages for free. Person-to-person messaging is most commonly done, but text messages are often used to interact with automated systems, such as ordering products and services for mobile phones or for participating in contests.

Text Messaging has become e-mail's newest rival when it comes to instant person-to-person communication. Some local REALTOR® Associations have taken advantage of this popular new trend to promote REALTOR® listings. When searching for properties consumers can receive information through text messaging from their REALTOR® which can contain detailed property information from their listing pages. Also available is Text Messaging Software System that allows house hunters to request and instantly receive property listing information using their mobile phones. As the market becomes more challenging, a forward looking, text messaging solution can help set your real estate agency apart from your competitors.

Texting in real estate:

Apple iPhone, (NATIONAL ASSOCIATION OF REALTORS® - Information Central, July 2007)
Out with the old, in with the new, (Houston REALTOR®)
Tech Prowess: text messaging, podcasting as listing tools, (REALTOR® Magazine Online, Nov. 2005)

REALTOR® Benefits Partner:

Sprint

What are... Widgets?

If you look at any major website, you're bound to find small advertisements for other companies or small screens that direct you to other sites embedded in the page. These are widgets. A widget is a small piece of code that can be inserted (with permission) into any HTML web page, without having to change the code of the page significantly. This function enables users to insert small bits of text, streaming video or pictures into a web page which do not have to be static. Widgets are being used on sites more frequently than ever before, and coding packages are readily available -- for free -- at numerous trusted sources such as Apple.com and Wordpress.com. For REALTORS® wanting an inexpensive way to advertise listings in real time, across numerous websites, widgets are the way to go.

Widgets in real estate:

Future of Real Estate Marketing website
Trulia
Zillow

Free Widgets and help creating them:

WidgetBox
Automattic
Yahoo
USA Today

Further Reading on Widgets:

Web Widget, Wikipedia
Widgets gone wild: are those portable little web programs the next killer app?, (Adweek, Dec. 7, 2007)

- Information Central Staff

NAR's Web Wizard Report - No. 85 (December 2007)

Questions or Comments?

Send an e-mail to NAR's Web Wizards.