The world is changing – and with it also Real Estate Marketing. According to NAR, the National Association of Realtors, over 90% of homebuyers begin their home search on the web.
In addition over 90% of Realtors use social media in one form or another.
Did you know that the average Facebook user checks the site 14 times per day. FOURTEEN! And each time they spend a little over 2 minutes scanning their feed of friends. The most popular posts are of course the ones with photos, and then links, and then just plain old text status updates. And more and more users are accessing the elephant of all social media sites using their smartphones. That means they have access whenever, and where ever they are. From the bathroom to the gym. From the office to the Dr.’s waiting room.
When I began in real estate, the basics where pounded into me. All the traditional old school real estate marketing techniques. Stuff like pounding the pavement, cold calling, farming, and community involvement. However I began my career in Real Estate because I saw unique opportunity. I got into buying and selling houses specifically because I didn’t see agents utilizing the web as effectively as they could. So I took those standard tried and true techniques, and gave them my own little twist. and like any job, start at the beginning, master it, and then incorporate your own twist and change the world.
This is not me!
Like I mentioned most Realtors start with the usual stuff:
Get involved in local causes
Send out postcards and farm local areas
Become a neighborhood expert
Contact local businesses
Get your face out there
For years and years, these traditional marketing techniques were the only way to become known as a Realtor. This worked great, but had its limitations. How did you reach people who wanted to move into your city? If you were so busy showing properties, you didn’t have time to network or market. What if you didn’t have the budget to send out cards, or advertise? Now, however things are different. We aren’t using shoebox cell phones anymore. The world is on-line, and that means buyers from all over the country and even the world are on-line.
And as I mentioned earlier, most of them are on Facebook.
For me, Facebook has been a great source of leads, and clients. But very few agents use Facebook for their business. Sadly most are using it to play Farmville or Candy Crush Saga, or share photos of cats, or even to promote political or religious views. (My Dad taught me to never talk about politics or religion in a business setting, and I do my best to keep it that way.)
I think of Facebook as a giant cocktail party. One that is happening 24 hours a day - 7 days a week. And just like at any party there are all kinds of people. I’m always looking for the people interested in talking about Real Estate, which there always are.
It seems like everyone is somewhere in the buying or selling or renting game. They are either actively doing one of the three, or know someone who is interested. And that’s the cool thing – every day I get to connect with someone on-line who needs a bit of help, or eduction about the market, or just wants to chat.
Sure I have a great webpage that I use it to share and promote listings. I also share my my day to day activities as a Realtor on line to show my involvement in the industry. And I even use the Instant Messenger chat feature to directly communicate with clients. Since I am always posting, sharing and liking other people’s statuses (to remain fresh in their minds), people know that I won’t be wasting their time.
Having a great on-line presence on Facebook builds trust. Based on the way the site works, friends, and friends of friends can see what I’m up to. And a friend of a friend is a future referral.
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