The In the Loop with DotLoop blog is all about marrying the real estate industry with the technology of the 21st Century. However, some of you out there may still be asking yourself: what do I care? Why do I need to change and adapt to this new social paradigm?
The answer is simple: you don't. You don't need to have a web presence as long as you're comfortable with losing current--and more importantly--future clients. The fact is, a web presence is needed by almost everyone in almost every industry and the real estate industry is no different.
According to the 2007 National Association of Realtors Profile of Home Buyers and Sellers, a full 84 percent of buyers use the Internet to search for a new home. So, when 84% of all home buyers start the real estate transaction process with a click of a button, you had better be accessible via the same means.
Luckily, it’s never been easier to gain a web presence! Sites such as Facebook, Twitter, and LinkedIn are a great way to get started, and all are as easy to use as e-mail. You can also ask your broker if they have a web page available just for you, although you may need some technical help to fully utilize its potential.
I don’t know technology at all
Most social media sites are designed with the layman in mind. If you know how to e-mail, you know how to use social media. Most sites allow for easy creation of profiles by simply uploading a (professional) picture and writing some information about yourself. Make sure you add contact information, including e-mail, of course.
What do I do with it?
Think of your site as not just a brochure, but a way to interact and communicate with your clients on their level. No, you don’t have to dress up your site or try out the latest jargon, just be yourself and let your (potential) clients know your areas of expertise. Are you a seasoned condo agent? Do you know farm houses like the back of your hand? Are you apt at apartment buildings? Let the world know what you can offer!
How do I do this?
Oftentimes, the best way to connect with a customer is to offer them something of value, and then see if there is a need for your services. Blog about the latest real estate trends, offer up advice on selecting the perfect home, or even details such as how best to landscape a barren yard. When potential buyers find your blog of interest, you have that much more opportunity to acquire their services. Dotloop.com offers the latest in technology to assist the real estate industry, but our blog is about giving agents useful information that may not relate directly to our site.
Tips and Suggestions: Social Media as a Business Tool
Yes, social media sites are fun and free, but if you are using them as a business tool, you need to be cautious. Below are some tips to help you keep your focus while blogging, updating your Facebook or Twitter pages, and connecting with other professionals online:
No one cares what you had for dinner...
Unless that juicy porterhouse steak you ate last night was near a property you are listing and you are trying to trump up how accessible it is to delicious culinary treats, don’t use your social media accounts to announce mundane, uninteresting details about your life.
Instead, use the tools to bring more interest to your business. “Another day, another house sold!” or “Had a fantastic closing with a great client who absolutely loves her new home” are both perfect examples of how to use social media sites to your business’ advantage.
Remember: keep it conversational, fun, and informative. Interact with your customers online just as you would face to face.
Complaining doesn’t attract customers…
“@ TGIF’s…been waiting for an hour to get a seat…ugh”; “I don’t feel so good today…”; “Eww!”
Eww indeed. Nobody wants to hear people complaining about seemingly trivial issues, and your business account should be no exception. When you act on behalf of your company, what you put on the Internet should be a reflection of the company and not of you. Target doesn’t get sick, the bakery around the corner doesn’t complain, and neither should your business.
If bad news happens, especially within the industry, use it as a catalyst to showcase your knowledge on how you can help your customers navigate the murky waters of real estate.
Showcase links that discuss housing options for post-graduates, that give handy how-to advice on lawn care, that help people decide what type of housing is right for them. If you can turn an interest upswing into an educational opportunity, then you’re using social media to its best capacity.
Remember: no one cares about your bad day, but they do care about the industry’s bad day. Again, don’t confuse your personal issues with your business when it comes to what you put out on social media sites.
Keep your political views to yourself
Again, you are acting on behalf of your business, not yourself. If the president’s new plan will affect housing, a positive, neutral comment is fine, but a snide partisan remark may turn off some potential clients. Sex, politics, religion. Don’t mix them with your business’ message.
Educate your clients
Have a great link you want to share? Excellent! If it’s related to the real estate market, make a comment on what you think of it (but avoid controversial comments) and post it. Make sure you read all articles you link to; lest you link to some article that can make you look incompetent.
Linking to smart, intriguing articles focused on your business or industry can only help your business’ image. It shows you are involved in the industry and it lends you credibility with your clients.
Summing Up Social Media
Social media can help you reach clients and can help strengthen relationships with existing clients. Be smart about what you put on the Internet, be involved with your customers, and be ready to connect to a whole new audience in a whole new way. We hope these tips help make your web presence easier to navigate.
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