Yep, It’s Dumb
Got a call the other day from a REALTOR here in Arizona that had come to a few of our real estate marketing classes. “Our” is Grand Canyon Title and the classes – let’s just say most of the real estate agents that come leave with a new perspective on real estate marketing. The REALTOR said, “dude, {he calls me dude} I thought of you today when I was in a renewal hour class, the instructor said social media is a waste of time for REALTORS”.
I laughed and shook my head, it was another example of ignorance at its finest. Let me explain. There are a lot of “know it all’s” out there, especially in the real estate space. You know the type – so quick to dismiss something they don’t understand, “Twitter Is Dumb” they might say or “Real Estate Is And Always Will Be A Relationship Business”. Trust me, Twitter is NOT dumb and I have a full inbox of leads from our clients using our GetFoundIDX, an indexable IDX solution specifically for WordPress Real Estate Websites, that didn’t know the real estate agent they were asking for HELP buying or selling a home from. I’ve said for years that real estate is becoming more of a TRANSACTIONAL business. The Internet has made it that way. Haven’t you noticed that social media has made us anything BUT social? Haven’t you noticed your kids and clients would rather text than talk to you on the phone? Look at your own behavior… Relationship is important, AFTER they have met you, but what if they haven’t? If it was all about relationship, you likely would not be in the real estate business, all your clients would always buy from the last agent they worked with – the agent they had a relationship with.
Might be moving to the Scottsdale, Mesa, area within the next year, Would be looking in the $ 300.000’s, would prefer new, must have a casita for mother in law, she will be coming with us, I need her to have her own space,plus 3 beds, at least 2 baths, prefer single level in a nice area, husband will be working at {……..} Country Club in Scottsdale…Thank You in Advance…
My family and I are looking for a home that fits us well. We are moving from Washington state. Our ideal house would be a 3 bedroom, 2 bath, 2,000+ sq ft with a pool.
We are trying to find a home and would like to stay around 125000. We have a pre approval and need 4 beds. We are currently not happy w/ the realtor we are working with now.
All these consumers provided phone numbers and/or email addresses and they certainly had ABSOLUTELY NO RELATIONSHIP with the real estate agent they found. I’ve said it before; “80% of consumers will choose the FIRST real estate agent they find“, they just found our clients website’s FIRST. Anyway, that is another story. Back to the guy that said “Social Media Is A Waste Of Time For REALTORS”
Perception
What we have here is likely a case of case of Perception. This REALTOR, yes, he was a REALTOR is likely using social media the wrong way and because he got nothing from it – it must be a waste of time. Hey, it’s never our fault right? My problem is not necessarily what the agent/instructor said, he is certainly entitled to his opinion; it’s who he said it to.
“Modeling” Gone Wrong
REALTOR’s get all kinds of education before and after they get their real estate license. They receive all kinds of training on writing contracts, negotiation skills, fair housing, working with buyers, sellers etc but they don’t receive any training on real estate marketing as it relates to consumer behavior or the Internet. They don’t know what they don’t know and they are impressionable. They are taught to “model” other REALTORS. Modeling is great if the person you are modeling knows what they are doing but what if they don’t?
We {consumers} don’t like to be SOLD to. We don’t like showboats yet this appears to be 2 of the primary ingredients in most real estate marketing I see. Hey look at Me! I’m awesome! I’m, my team, brokerage is #1. Can you name another industry where everyone has a picture on their business card that most likely looks NOTHING like them?
Why Most REALTORS FAIL
So let me tell you why social media is not only NOT a waste of time, but a vital part of a REALTORS marketing strategy. Ready? OK. Come closer….Ready? YOU CAN’T HAVE A SOCIAL MEDIA STRATEGY WITHOUT A CONTENT MARKETING STRATEGY. That is why most REALTORS fail with social media. Most REALTORS are sharing their listings, a positive thought or quote, what they are doing today, did yesterday or maybe plan on doing later, how many homes they sold today, yesterday, last week. That is NOT content, that is NOISE. Content is what consumers are looking for online. Content helps them. Content makes them smarter. Content educates and informs. Content solves a problem. What 95% of REALTORS share through social media channels or otherwise does none of that. In fact, sharing all that “business” and “self promotional” stuff about how awesome you think you are only further alienates your non real estate friends… If that happens the belief that “Social Media Is A Waste Of Time For REALTORS”, becomes a self fulfilling prophesy, because many of your “friends” would have unfriended you or hid you from their timeline.
Content Pulls Consumers To Your Website
“Social Media Is A Waste Of Time For REALTORS” mytitleguy.com/2012/09/social…
— Stephen Garner (@mytitleguy) December 23, 2012
Marketing Is Content
Marketing is all about CONTENT. Content is created for a specific audience, your ideal client. You will need to implement a proper keyword strategy to know who your ideal client is and what they look for online. Content answers a question, is credible, engaging, helps consumers make a buying decision, teaches, helps them avoid pain and more. Before you can create content you need to know WHAT your ideal client wants to talk about, not what YOU DO. Where is this content created? Not on social media platforms but your blog, yes you should definitely have one, I recommend a WordPress real estate website. You are on mine right now. Real estate videos should also be embedded in your blog. This content will not only bring you traffic naturally and organically through search engines like Google, Yahoo, Bing and YouTube it can be easily posted and shared {WHERE}??? Social Media platforms like Facebook, Twitter, Linkedin, Pinterest, StumbleUpon, YouTube, Vimeo, Vidler, Flickr etc. The articles and videos you make that are shared on social media platforms will bring consumers [that are actually looking for what it is you do] to your website {see above} where they can learn more, get HELP and of course, search for homes. Consumers that find your website can also follow you on their preferred social media platform(s).
It Is Not A Waste
Social Media is not a waste of time for REALTORS, the way most REALTORS use it – is. I say this in my real estate marketing classes all the time and I mean it: NO ONE WILL CARE ABOUT YOU UNTIL YOU GIVE THEM A REASON TO. Talking about yourself is not the answer. Talking about how great your real estate company is, is not the answer. No one is looking for that online or elsewhere.
It’s About THEM Not You
This is a hard pill for a lot of REALTORS to swallow. Your cheese has officially not only been moved – it has been melted. There are new rules in real estate marketing. There was a time when it was all about you, when you were the keepers of the information. Those days are over. Today, most of the information a consumer is looking for is easily “found” online. Creating the right content and syndicating it through social media channels will help them find you – FIRST.
If you are a REALTOR in Phoenix, come to our real estate marketing classes. Unlike most real estate marketing classes that are WHY TO, these are HOW TO. You already know you SHOULD be on facebook, you already know you SHOULD be using video in your real estate business, you already know you SHOULD have a blog; our real estate marketing classes will show you HOW to do it. Contact your favorite Grand Canyon Title representative or see the class schedule and come.
