we demanded that real estate agents to Socialise

we demanded that real estate agents to Socialise
To Tweet or Not to Tweet – is that the question?
by Alice

 Twitter Icon First we demanded that real estate agents were ‘on the internet’, next we suggested they need a ‘smartphone’.  Now it seems we are expecting a Facebook profile, a Twitter account and a blog or two.  What a demanding lot us consumers are!!!  But the raw truth is if you’re not utilizing the ‘Social Media’ space then you’re not in the traffic.

So just what are these new technologies termed ‘Social Media’ and why have they become so important to doing business? 

In essence, Social Media are a group of internet-based applications that allow the creation and exchange of user-generated content (UGC).  Based on the ideological and technical foundations of Web 2.0, where we moved from the Internet being a place to passively view content to a place where consumers can interact, share and collaborate, this new form of media is fast becoming the way of the future in terms of marketing and networking.  Common examples are social networking sites, blogs, wikis, video sharing sites and web applications.  To research a definition of Social Media is to find a common thread: a blending of technology and social interaction for the co-creation of value.

It is this ‘value’ component that make Social Media so appealing to both large and small businesses – anyone who wants to build a brand, maintain a reputation and reach customers.  Given the broad global reach of Social Media, these applications are now allowing companies to reach larger audiences in multiples languages.  They have become the new tools for marketers and sales people.

And if you think this is all just fun and games for the ‘young ones’, think again.  In Australia there are more than 12 million users across Facebook, Twitter and MySpace, with more than 80% of these users over the age of 21. These tools have become a major part of our online lives .  Discussions are occurring every second of the day about topics as banal as what the cat ate for breakfast or as powerful as how real estate agent X treated me throughout my selling process.

For property-obsessed Australians, any platform is a good platform to discuss property.  Consider it the ‘virtual BBQ’ conversation. Believe me, there are some interesting conversations going on in cyberspace about the Australian real estate market! So how do property professionals engage usefully with these new tools?  And as buyers and sellers, how do we utilize this media to best advantage?

Being considered a leader in the industry and their specific marketplace is key to a real estate agent’s success. The branding, the shopfront, the newspaper advertising, the sign boards – all are about building brand awareness and reputation.  But this is a new era.  How do these things translate?  Agents who want a competitive advantage are setting up their virtual shopfronts and inviting the punters in for a conversation.

Let’s take a look at the favourites:

   1. Facebook  – agents should set up a ‘Fan Page’ and invite their existing network to join them. Potential buyers/sellers should seek out agents in their area and become ‘fans’ of those who have something worthwhile to say.  The aim for agents is to then have these fans share the joy with their friends, so the network (and brand reach) widens.  With more than 400million reported users worldwide, there is a significant number of potential customers!  Agents should post regularly to their ‘Wall’, but not just listing advertisements.  The name of the game is ‘engagement’, so write commentary about the area, the recent sales, council issues, community involvement etc.  Perhaps even special promotions, events or surveys.  Importantly, consumers and agents should be commenting and asking questions AND making sure questions are answered promptly.
   2. Blogs – what began mostly as an online diary, the blog has now become a key ingredient of any business’ online strategy.  Blogs can be used to update customers and prospects on the state of the market and messages about the company.  Agents can use them to announce sales results, forthcoming auctions, open house inspections or share tips on presenting homes for sale etc. Blogging platforms typically allow readers to comment or provide feedback, so, again, the onus is on the blog owner to answer any questions in a timely manner.  The goal is to engage users – not lose them once you’ve sucked them in!
   3. Twitter – in a similar vein to Facebook and Blogs, people use Twitter to share ‘Status Updates’ with their ‘Followers’ (people who have actively chosen to follow your updates).  However, unlike other Social Media, Twitter posts are restricted in length – 140 characters to be exact.  It doesn’t seem like much, but the power of these short sharp ‘Tweets’ can be amazing.  Another defining factor is that many users choose to Tweet multiple times a day, versus posting to a blog or Facebook a few times a week.  It’s a great way to communicate quick thoughts, share links, video and pictures.  Agents can let buyers know about an Open House happening right then for example.  Or it might also be used to alert buyers to new photos of a property or a price reduction.
   4. You Tube – the power of well-produced video is fantastic for the property industry.  Australians are natural property voyeurs and getting an inside peek at a property for sale is a great way to lure them into a conversation.  Adding content to You Tube is easy and an efficient way to share video information.  Typically agents would upload video tours of individual properties, but they might also consider a regular commentary piece about their area/market or produce some enticing suburb/location videos to assist with a buyer’s research.

Like any form of marketing, Social Media isn’t the be all to end all; it should form part of a broader marketing mix.  It does however allow for a unique form of customer engagement, previously unheard of in direct marketing.  It is a far more intimate channel that gets right into the lounge-rooms and pockets of the audience.  Word of mouth, or viral marketing, opportunities are also improved by these Social Media tools – it’s simply that much easier to share information now.  The ability to provide instant feedback and commentary gives marketers/businesses an opportunity to act quickly and responsibly, therefore the potential for long-term professional relationships is greatly enhanced through this media.

Article by Joanna Johnson