Beyond the Internet – Using Social Media to Buy and Sell HomesWith social media – tools such as blogs, Facebook, and even Twitter – homebuyers, homeowners and Realtors® could expand their networks, find more options and increase opportunities. What are you waiting for? 
According to the National Association of Realtors®, less than half of all real estate agents have their own websites, while nearly 90 percent of potential homebuyers use the internet to speed their new home search. In fact, homebuyers are 10 times more likely to locate their new home online rather than through traditional shopping methods. What’s wrong with this picture? “When there’s a lot of information to be conveyed, and it’s constantly changing, you need (something that offers) dynamic content,” says Angelo Fernando, local social media guru and a marketing communications manager with Arizona State University. Social media marketing – whether it’s a blog, Facebook or LinkedIn page, or a Twitter account – is the intersection between personal and professional. For homebuyers, that means an increasing ability to use networks to find exactly the right home in the right neighborhood at the right price. For Realtors®, it means the ability to connect with clients quickly and succinctly to provide updated information on homes and neighborhoods. “Information in a market like this, that’s changing almost hourly, fits exceptionally well with social media,” Fernando says. “Sure, you can post a page to a website, but it’s not so easy. With Facebook or Twitter, you can change things on the fly.”
“Here’s the best part,” Fernando says. “If there’s something really fascinating, he can post to Twitter and send it to his Facebook page.” Peter Kolat, founder of The Real Estate Black Book and real estate marketing maven, says, “The one secret to using social media is that you need to build relationships and provide great information to the community.” This benefits both the Realtor® and the potential buyer. Realtors® can tailor messages to specific clients or small groups of clients. Potential buyers could not only receive the most up-to-date information from an agent with whom they’ve established a relationship, but they could also seek out current residents of a particular neighborhood for “on the ground” information. “Realtors® need to interact with the community, providing genuine help and good answers to their problems. Once you do that, people will come to you. They’ll seek you out,” Kolat says. “Further, technically, it’s really not a difficult task. A website, for instance, helps you establish credibility and authority. It helps make you real for many potential clients. “Using online marketing effectively can help you to virtually place yourself in front of the people you want to target. It doesn’t get any better than that. “Think of it (social media) as the many threads that help you to create a fabric for your brand or business. It can also help you decide on specifics of a search in real time, giving buyers a better picture of exactly what they’re looking for,” says Fernando. “True, the proof of exactly how much it helps is still being developed. “But if you don’t try it, you can’t invent your future.” Kolat adds, “Make the leap. It’s powerful, immediate, and will increase your visibility.” Both homebuyers and Realtors® have much to gain from thoughtful use of social media. Here’s a rundown of some key sites and how homebuyers and Realtors® can best make use of them.
Response expectations are high on follow-up from email so make time each day to reply to questions from interested parties. Industry trends show:
So, open the door (or your computer) to new methods to reach your communications goals. |
For instance, he explains, a Realtor® with a
ROC172120 Residential