Go ‘SoMoLo’ With Your Marketing

Marki Lemons presenting at the Marketing Forum during the REALTORS® Conference & Expo in Orlando Nov. 10, 2012.

Marki Lemons is a foodie. She loves trying new restaurants in her Chicago neighborhood. At every restaurant she tries, she takes a picture of her meal via Instagram and writes a review on Yelp.

This may not seem like it has much to do with her real estate business, but it actually has everything to do with it. Lemons practices “SoMoLo”—social, mobile, local marketing to connect with potential clients.

“They know what I eat, what I like, and, most of all, that I’m a community expert,” said Lemons, ABR, CRS, short sale trainer and sales associate with Keller Williams Realty in the Hyde Park neighborhood of Chicago.

Lemons presented her tips for going SoMoLo during the REALTORS® Conference & Expo Marketing Forum  in Orlando Saturday. For her, it involves focusing on creating and sharing visual content. For example, she shares her foodie Instagram images on Tumblr, Facebook, Twitter, Flickr, and foursquare, extending her social media marketing’s consistency and reach.

And don’t forget about Pinterest, she said. Food is one of the top categories on this visually-based social site to be shared or re-pinned, she said. Another idea for Pinterest is creating a marketing board on your page with photos of the agents in your office. This “Meet the Agents” board creates an opportunity for the pictures and bios of your agents to be re-pinned, Tweeted, or shared among a broader audience.

“Pinterest can drive a high amount of traffic to your Web site, even more than Facebook, Twitter, and Google,” Lemons said. The secret is utilizing the URL embedded within each photo pin. This will increase the engagement from your pins and direct followers to your Web site.

More than 20,000 images have been re-pinned over 10 million times, and more than 80 percent of photos are re-pinned on Pinterest. Lemons often uses her own photos so she doesn’t have to worry about copyright issues.

Don’t have a photo to pin? Try Pinstamatic.com, where you can write messages on graphic post-its notes that you can pin or share like photos. Then check your Pinterest ROI on PinReach.com to measuring your analytics and make sure you’re reaching who you want to reach.

Lemons also recommends Visual.ly to find free infographics, which are available to share with your social sphere or post on your Web sites.

“It’s not just social media, it’s social business,” said Nobu Hata, NAR’s director of digital engagement, who co-presented at the Marketing Forum. “We don’t just sell houses, we sell a lifestyle. Anyone can Google an address to find out everything about a home. Think about how you can enhance that on your Web site and in your posts.”

Erica Christoffer

Erica Christoffer is a multimedia journalist and contributing writer and editor for REALTOR® Magazine. She can be reached at echristoffer@realtors.org.

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  1. Amy

    GREAT information here! Really going to pick up quite a few of these tips and put them into practice. great article Erica.

  2. Elena Lobito

    This is a great article chuck full of useful ideas. I am definitely going to put Pinterest to work, I love the idea of using food as a category. I’ll be posting artisanal cheese suggestions for the holidays.