…For the Love of Mike, if Your Realtor is doing any of this…
Make no mistake, every single industry is seeing a cultural shift. Gone are the days when Ye Olde Tyme ways of Marketing, Selling and Promoting your business will be effective.
AND, Realtors are the Absolute Worst.
You may argue that you ARE one of the Realtors who is doing it correctly. Good on ya, mate.
Realtors who use Social Media effectively are in the minority.
In fact, the biggest mistake Realtors are making with Social Media?
The lack of a Personal Niche-Driven Brand.
Here’s what we mean: the typical search for real estate on the part of the buyer goes one of two ways.
Way 1: Drive down street, see For Sale sign. Proceed to Google, iPhone, or some other method of choice to get more information about home. Then make decision on what Realtor to potentially use. Decision based on several factors. Findability and “shelf of the mind” are the top ones.
Way 2: From comfort of own home, using computer, laptop, iPhone, iPad or other device, Google some long-tail search term. “El Paso Texas homes $400,000.” See who pops up. Surf their web presence, decide to use them, or return to beginning and start over.
Do you see either of these equations involving any of the following:
- Vanity URL – 123anytownlane.info?
- Foursquare checkins?
- National Real Estate Brand searches (e.g., ReMax.com)?
- Facebook search?
And here’s where most Realtors — 99% or more — mess this up.
The Vanity URL is a waste of $10.
Foursquare checkins have no value in the real estate business. If your Realtor checks into their office, question what they are doing for you.
Most National Brands don’t have the search thing figured out.
Oh, and Realtors on Facebook trying to sell you on their services? NO. On their personality, or their ties to the community….yes, eventually.
What’s a “single” Realtor – the one who so desperately needs clients – to do?
Build a Personal, Niche-Focused Brand.
Personal: John Smith, Realtor.
Niche-Focused: John needs to look at his last 12 listings or sales and find out what his niche is. “West Side.” Then, it’s about building community in the West Side.
This is where your online extension of the off-line you comes in handy.
Takes time, but when it works, it can work wonders.