Here are the results from a survey of 200 Realtors about using social media in your real estate business:
Feedback and Comments
Thanks to everyone who provided the comments and insights into social media marketing and it's impact on the real estate profession.
As promised, here's the feedback from all the comments we received on our Active Rain post and www.realestatesocialmediapro.com website.
Fears and Frustrations
The following fears and frustrations about social media marketing were identified:
•1. "Overwhelmed" - many real estate professionals are overwhelmed by all the new technology, new social media forums and the shift in online consumer trends. There's just too much information, too much to learn and it all changes so quickly.
•2. "Don't know where to start" - this is a huge obstacle and it's a brick wall for so many professionals.
•3. "Don't know what to do" - most people are on Active Rain and Facebook but a common concern was they didn't know what to do. What should I blog about? Should I get an outside blog? How do I find potential buyers and sellers in my area? How often should I send messages to friends?
•4. "Don't have a step by step game plan or system" - this was the number one request from the survey. Many professionals had started playing around with social media but just didn't have any direction or purpose to their efforts. They're looking for information and guidance - preferably a step-by-step playbook.
•5. "Lack of information" - this relates to the previous concerns but it also ties into the fact that social media is such a new field that there isn't that much information about it - especially proven information that actually works.
•6. "Time' - time was a big issue. It ranged from people who didn't have the time, to those who don't know how to allocate their time and to those who were worried they were wasting their time just wandering aimlessly or being unproductive.
•7. "Haven't received any business yet" - this is obviously a major concern as the whole reason we market online is to get business. Some were concerned that they hadn't received business because they weren't sure they were doing the right thing Most people were optimistic that they would get business.
•8. "Don't know if it works for business" - this is probably the biggest concern experienced by most professionals. They're concerned that social marketing just didn't work as a business tool. No one doubts its value as a personal tool to keep in touch with friends and family. Most comments acknowledged that social media also works for keeping in touch with your SOI (Sphere of Influence) but there's this underlying doubt as to whether it works for converting strangers into clients.
•9. "Twitter" - Twitter is like the black hole of social media marketing. Few professionals "get it" or "use it" and most think it's nothing but a spam fest.
Success Stories and Things that Work
A number of professionals shared their success stories:
•1. "Blogging" - Blogging is the primary social media forum used by most real estate professionals. Most people have a blog (usually on Active Rain) and many have numerous blogs. They use their blog to share information with their clients and to stay "front of mind" for the day the client enters or re-enters the real estate market.
•2. "Active Rain' - just about everyone loves Active Rain and lists education, information and referrals as the main benefits. In terms of usage I would rank Active Rain ahead of Facebook followed by Linked In.
•3. "Facebook" - most professionals who said they had closed business through social marketing credited Facebook as the source of the client. The successful agents talked about setting up groups or business pages on Facebook. No-one had anything negative to say about Facebook and viewed it as an essential network to join.
•4. "Climbing the ranks on Google" - a number of people commented that social marketing has helped their SEO (Search Engine Optimization) and placed them near the top of the page for local real estate search. Active Rain is credited for much of the success.
•5. "Haven't spent a dime" - In a tough economy a number of professionals commented that social marketing is somewhere between free and cheap. All it costs is time. Conversely they noted that print advertising was expensive and increasingly ineffective.
•6. "I found you on the internet" - The six favorite words that we all like to hear. It's a great feeling to get a phone call or email from a new client who utters the words "I found you on the internet". This is a validation of our online marketing efforts.
•7. "I've seen a dramatic increase in internet leads" - many professionals noted that they were receiving substantially more leads from internet marketing, particularly from their blogs.
•8. "I closed a deal from a social network referral" - these are the comments that we all like to read. A number of agents have closed multiple deals from social networking with some claiming commission well in excess of $100,000. A number of agents have deals in the pipeline and have active clients looking to buy or sell a home. Most agents also believe that at some point they will close a deal from a social network referral.
•9. "I get 100% of my business online" - I found this comment very interesting. Although only a few people claimed to get 100% of their business online, a number of people made a reference to someone in their office who was "internet savvy" and "making a killing online". A common characteristic of these comments is that those who do well online always seem to very organized, set up systems and super motivated.
•10. "I'm having so much fun" - I really got the sense that professionals enjoy social marketing and that they're having fun connecting with old friends and new clients. I even received an email from an agent who thought social networking was more addictive than crack cocaine (I'll leave the validation of that statement to the experts). It does however capture the essence that many people enjoy social networking and are hooked on it.
I trust that this feedback helps you with your social media marketing. Remember you can view all the comments online at http://socialmediarealestatepros.com - or add you own comments.
Ross Hair
RealEstateAdvocate.com
http://www.twitter.com/erealestate_com
P.S. - Don't forget to download the Social Media Mind Map to find out how to convert social marketing into more real estate closings.