Hey Realtors….. Social Networking Tips. Also, You Might Wanna Rethink That Giant Headshot.
(This is part of a series for Realtors)
I’ve been talking with a lot of Realtors lately which is odd since I’m in no way looking to buy a house or anything… they just sort of suddenly were there in my circle of people. I met a realtor at a networking event and the next thing I knew I was at a young professional realtor event. The first thing I noticed about them is that real estate folks, as a group, are DRAMATICALLY better looking than most groups as a whole. There wasn’t a pair of crocs anywhere which if you live in the Midwest you’ll understand is totally abnormal (it’s how I find my gate at the airport if I’m in New York or something…. just find the bench filled with crocs).
The other thing I noticed about them is that they know a lot about the need for personal branding…. but not so much about how to do it. I was asking a small group of them if they are currently using social channels when one guy piped up that he “knew all about Facebook thank you very much”. So I started looking at what’s out there for realtors on social media. An article from realtors.org says that you should place Facebook ads. It suggests that you update your status super often to stay top of mind and to create a Ning group for free (it’s now a paid model). Sooooo maybe what’s out there for realtors isn’t overly current (did you know that a fourth of Facebook traffic comes in via mobile phone and that doesn’t display ads?)
I also know that realtors are busy and they can’t just sit in front of the computer all day updating and writing blog posts and what have you. They need to sell houses. So here’s what I’d do if I were a realtor.
Become relevant (Or Become Less Annoying): The trick with social media and long lead time purchases is staying top of mind without annoying the hell out of people. For example, you only have to change the oil in your car once in a while. If you followed your local oil change twitter feed and were constantly bombarded by oil change info you’d stop following them. The same goes for house purchasing. No one wants constant tips from you about housing when they aren’t thinking about buying a house at that second. Think of something else you can provide and make it as specific as possible.
I have to add this in by the way and it does relate to this article I promise. NO ONE in this group had seen “Million Dollar Listing” by Bravo. Million Dollar Listing is a reality show about these realtors in LA that are super rich, spoiled, drama queen realtors. It’s completely riveting. The show isn’t required watching but the branding is. These kids are branded as top of the line realtors that are quirky and take their jobs overly seriously. The quirks get them noticed. The “take their job too seriously” thing makes them seem like great realtors.
Becoming relevant might be showing a quirk or two. Here’s what I mean: Don’t say “I’m an expert on this city and know everything”. Instead, show your personality by saying “here’s my top five places to get an amazing burger in Miami” and “here’s my video of the most beautiful street in Denver”. These say that you know the city without clobbering you over the head with it and also gives your audience an idea of what type of houses you’re selling. Maybe you know all the great hiking trails in the area, or the best dog parks.
Don’t Network Where You Are A Complete Outsider: So you have to be online meeting people right? Make sure you don’t show up talking about housing prices (unless you’re on ActiveRain) when everyone else is talking about traveling. This is why it’s helpful to have your other interests front and center as part of your branding. If you’re “that realtor that’s really into the burger scene” you can easily show up on the foodie communities and have something to talk about. Get it?
Homework This Week: What’s your niche, city based interest that you can promote in your social channels?
Great advice for Realtors. I would even take it one step further and suggest they also use housing related updates. Updates that will help those who currently are happy with their situation (the same people who eventually will need a Realtor). For example:
Top tips for making the most out of a small apartment
Top inexpensive interior decorating tips
Top tips for finding the perfect neighborhood.
Why renting is hurting your chances of owning
Realtors can be a great resource for everyone, whether they are looking to buy a house or not. People who aren’t looking to buy like tips as well. The more pertinent information you give me now, the more likely I’ll be to remember you when I am looking to buy a house in the future.
Todd – I completely agree – realtors should be thinking ApartmentTherapy.com for specific neighborhoods, cities, towns. Those are really great topic ideas as well, I know I’d read them!
C-Mac, I applaud you. This post might be more relevant to the real world than anything we have discussed on FIWK. I would definitely read a post about the best dog parks in my area. Then in a few years when I’m looking to buy a house, there’s a decent chance I’ll remember that name instead of choosing one at random from realtor.com.
C-Mac, I applaud you. This post might be more relevant to the real world than anything we have discussed on FIWK. I would definitely read a post about the best dog parks in my area. Then in a few years when I’m looking to buy a house, there’s a decent chance I’ll remember that name instead of choosing one at random from realtor.com.
Definitely ditch the enormous photos for something more natural. I get flashbacks to every grade school Picture Day of my life when I see Realtor photographs. Those types of pics never make people look good.
Also, lets suits, more business casual. It’s your job to make people feel comfortable during the home-buying process. Suits are too formal, intimidating even.
That’s my two cents.
Nice double post Aaron. I completely agree that this is a great post and is more relevant to the real world than anything we have discussed at FIWK. However, I do not applaud you and am jealous of your excellence anytime you do something way better than FIWK. So secretly I am plotting to destroy you.
Also I am dramatically better looking than other groups of people, thanks for pointing that out! Your crocs story slayed me as well.
Your specific suggestions are phenomenally good. Like, I’m really impressed right now. I’m going to start doing those things and I’m not even a realtor, just to make me seem cool (or at least less annoying).
Ryan – I have to say, there’s something really hot about a man in a nice suit… However, I wonder if the HAVE to wear them? any realtors in the house want to let us in on the attire 411?
Royce – no need to be upset about the post (or plotting)…just know that I seriously look at crocs ALL the time here. So, that could be retribution enough L.A.-man.
So……suits .vs. polo shirts. I believe I represent a profession that demands a high value system and should include integrity in every decision we make. I carry honor and trustworthiness in my tool belt. I respect the process involved in serving a client to the closing table which includes interaction with other Realtors, lenders, appraisers, lawyers and Brokers on a continual basis, often unplanned. I want to be respected not only for my contributions to Real Estate as a whole, but in appearance.
The other side of the coin suggests we make people comfortable. Part of this is the assurances we can carry out our contribution to the transaction which doesn’t necessarily mean we have to dress up, but it does help the image that we are professions guiding the proper stewardship of our client’s finances. When I have meetings, speeches or closings, you will find me in a suit and tie, or about 2/5 days a week. The other days our professional uniform lends itself to more of a bus casual that includes polos and dress shirts sans the tie. Some of my peers approach the industry with flip flops and t-shirts. I applaud them, don’t think any differently about their style, but in the end personally feel my clients are better served with someone who can walk into a board room full of brokers, lawyers and appraisers and be taken seriously as I represent and advocate on their behalf.
So yes, we do wear clothing more in tune to the mall scene, some more than others, but as a great Realtor, we should always make our clients comfortable. Some express this and actually “give permission” to dress down…and that’s what they get.
Hope this helps.
Great article – I sent this out to our realtor client
Any ideas for a different picture from the usual head shot for our bus cards? I need to order some more and value the insight this blog has provided. I am willing to try something new….but don’t have any ideas on how to get past the normal head shot that seems to be 99% standard. I don’t think a pic of house will work since my clients range from the $53,000 income property to the $2,100,000 listings. Too much range. Or…just a classy font or combination of fonts? I am lost on this one.
Thanks in advance.
Caitlin, thanks again for all your great insight. I do like the idea of creating a niche in the blogging, and social media scene. I facebook friended a travel agent and probably 3 to 4 times a day I get updates on the latest travel discount. It is crazy, you look at your news feed and all you see is this guy in a tropical location in flip-flops and a Hawaiian shirt. And little updates like “get 50% off airline and hotel if you book by midnight tonight.” Let’s just say he is getting defriend shortly if he doesn’t stop.
In regards to dressing the part as Ryan and Jason have stated. I think it is important as well to dress the part. While you may not see me in a suit daily, you will certainly see me in a dress shirt and tie. In the real estate industry you are seeing a lot more casual dressing agents, even so far as crocs, clogs, flip flops, shorts, and t-shirts. While that does say comfort it does not say professional. Jason made a great point in saying, we never know who we will encounter in a day, could be the next million dollar listing, it could be a lender, or even an attorney. How often do you see these professionals in flip flops and shorts. I don’t think I have ever seen them at least while working. So I think keeping it professional is important. Also I typically get a little less formal as you begin to work with a client longer. Often times as you get to know someone you feel more comfortable and maybe taking that tie off is ok. Especially on some of the windy days we have been having, nothing like getting slapped in the face by a tie while your trying to show homes. But as a young professional in real estate, I think it is important to bring our industry back to a higher standard of professionalism. Part of that starts with the way you dress.
Also to touch on Jason’s post about changing the photo and design of a business card, I would love a blog post on that. It is hard to be creative without seeming too out of the box when it comes to business cards.
Thanks for all the great suggestions Caitlin and I look forward to hanging onto your every post.
[...] Since my last realtor post I’ve been on more real estate sites than I care to admit in hopes of helping some of my new realtor friends with their social media presence online. I wanted to get a good idea of what the typical realtor has in terms of content because in your brand, your content is really, really important. Your audience is online, on Facebook, sending pictures of homes they might buy, and judging you by your site and by your picture. If you only have bad content out there, your online community (if you don’t have one now don’t worry, that’s why I’m doing this series) won’t have anything interesting to pass on about you. [...]
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