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Is the Value of Social Networking All it is Cracked up to Be?

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Real Estate Agent

Social networking has been around awhile, and Real Estate Professionals certainly have been drinking the Kool-Aid surrounding the hype and value of keyboarding our way to and through business.  But are we fooling ourselves, about total reliance on the tech matrix, for communication and business development?

Interestingly enough, when I survey the business I've generated over the past few years, I find it has been the face-to-face communication with past clients, and those I bump into within my actual community, rather than my virtual community, that generates the larger portion of clientele. 

However, the value of social networking is increasingly becoming a vital resource for staying in touch with past clientele and contacts via my blog, Facebook, and email newsletters.

Because I have been a Realtor for the past 29 years, a number of my clients are seniors or those older than 40.  A few aren't internet savvy, but most are; or are getting there.  Nearly all seem to appreciate any snail-mail newsletters I send their way.  Ditto for any birthday or holiday cards I mail with a handwritten note inside.  Personalization and the time it takes to produce it, often has more value than ever before.  I remember one particular person, who kept commenting on my writing and penmanship - as if it were some lost art found only in an archeological dig.

It may seem easier to surrender to the technical world and create endless tweets or social networking posts, etc.  But it is important to actually put the keyboard away periodically, and actually pick up a phone and place a few calls. 

Come on, I know you can do it!  Toss any fear of rejection aside, and reconnect by phone, or face-to-face within your community.  For those addicted to social networking like so many are, perhaps you can commit to a few hours, of putting on your nametag and heading to a nice event in your city or town.   Go tweetless, Facebookless and blogless.  If you are really brave - TRY TURNING OFF YOUR CELL.

Consider joining community organizations, or panels.  In my case, I head up our Neighborhood Watch Program.  There was a time when I was so busy in real estate and other business matters, that I lost connection with half my neighbors.  By becoming involved in Neighborhood Watch, I have the opportunity to reconnect, and meet those I did not know.  The neighborhood is safer, stronger and more pleasant because of it.

Without a doubt we won't be looking back on the GREAT new world technology has provided us - BUT we certainly shouldn't totally turn our backs on old ways that worked.  Perhaps some old ways will become NEW again.

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Myrl Jeffcoat ActiveRain Signature
  

Comments(42)

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Debbie Gartner
The Flooring Girl - White Plains, NY
The Flooring Girl & Blog Stylist -Dynamo Marketers

Great post Myrl and congrats on the feature.  I just realized I'm not yet subscribed to your blog...and I thought I was.  How stupid of me.  I hit the subscribe button.

I do think SM will grow in importance.  i think you hit on a key pt - it's a way to stay in touch w/ past clients and friends.  I am starting to get lead off this - the last yr or two...they are almost always people I know - from past jobs/school and from networking.  I think that's the key - interacting w/ people you know, not strangers.

Apr 28, 2011 07:35 AM
Robert Schmalz
West Los Angeles Real Estate Group - Santa Monica, CA
Cal. Lic Broker
You are certainly correct and I would go a step further never get rid of anything that works. Telephone calls and eye contact work. I am all hooked up on Internet marketing but still do not see how to get Facebook to work for me other than through the fan page. Getting people to the fan page is a nightmare
Apr 28, 2011 08:17 AM
Cheryl Ritchie
RE/MAX Leading Edge www.GoldenResults.com - Huntingtown, MD
Southern Maryland 301-980-7566
Both are important. The concept of social networking is a cocktail party rings true.
Apr 28, 2011 08:30 AM
Michael (Mike) Robinson
Broadmoor Realty, Inc. - Long Beach, CA
CRS, CIPs, REALTOR

I don't know about everyone.. but I still like bo me eye to eye with someone I'm trusting with the biggest business deal in my life...

Apr 28, 2011 09:15 AM
Jerry Murphy, CRS, SRES
Long Realty West Valley - Anthem, AZ
Anthem, Phoenix, and Scottsdale AZ Real Estate

I think the social networking is a nice supplement to real face to face contact.  It's not always possible to sit down and have coffee with past clients, but keeping in touch via the social networking platforms at least lets you stay in contact.  Plus it shows that you're a real human being and not just some real estate automatron.  Good post Myrl and best of luck to you.

Apr 28, 2011 09:47 AM
Brian Habel
HomeSmart Advantage - Saint George, UT

In all things, it is what it is, a valuable resource that can enhance face to face meetings.  I am careful to not push it past its limits.  However, to discount it is a big mistake too.  Happy trails!

Apr 28, 2011 10:22 AM
Mike Kozlow
Mike Kozlow Real Estate - Lakewood Ranch, FL
Broker

I am currently being pushed hard to utilize the phone as opposed to email to reach out for referrals and leads. Interestingly, of the 15 voice mails I had to leave, because people are very active in this area, 7 have been responded to by email! So instead of using the phone to return my call, they are using the very tool that is being sneered at.

I believe you are correct, that ultimately it is the face to face interaction that builds the rapport that will lead to a transaction. But in today's world, electronic communication allows the client and us to establish a relationship that will allow that face to face meeting.

Apr 28, 2011 11:01 AM
Judi Boad
ACCURATE REALTY GROUP - Seattle, WA

Hi Myrl~

It appears you have struck a chord with your post! In response to your excellent post, the first comment says it all: Social media enhances face to face, it doesn't replace it!

Excellent advise for all of us from you and Mike!

Best regards,

Apr 28, 2011 12:21 PM
Norma Toering Broker for Palos Verdes and Beach Cities
Charlemagne International Properties - Rancho Palos Verdes, CA
Palos Verdes Luxury Homes in L.A.

Myrl - I echo Mike and Judi -  Social media enhances face to face, it doesn't replace it!

It's a nice addition but not a substitute.  A large percentage of my business comes from referrals and repeat clients.

Apr 28, 2011 12:34 PM
Myrl Jeffcoat
Sacramento, CA
Greater Sacramento Realtor - Retired

Elizabeth - I have really similar thoughts about you!  Somehow we have hit it off from nearly the start.  If you were a guy, I'd boot Adam out, and marry you. . .LOL

Sally - It trully is all about balance.  And I have one of those "scattered" personalities too:-)

Debbie - Well thank you Lady!  Every once in awhile, I need to check and make certain I'm subscribed to certain blogs.  I'll make sure to do likewise with you.

Apr 28, 2011 12:42 PM
Myrl Jeffcoat
Sacramento, CA
Greater Sacramento Realtor - Retired

Erica - I only recently bit the dust, and joined Twitter.  It took a missing asp from the Bronx Zoo to accomplish that:-)

Robert - The problem for me is that I seem to spend a lot of time with social media, and sometimes forget to continue pursuing old tried and true ways which have worked over the past 3 decades.

Cheryl - "The concept of social networking is a cocktail party" does ring true.  I hadn't heard that one!

Apr 28, 2011 12:48 PM
Myrl Jeffcoat
Sacramento, CA
Greater Sacramento Realtor - Retired

Mike - I tend to be the same.  I must admit the last car I bought I made contact with the dealer via the Internet.  But still, it took face-to-face to seal the deal.

Jerry - No, it isn't always possible to sit down and have coffee with past clients.  And folks seem to be far busier today than in the past.  email and social media isn't as intrusive as a phone call, or face-to-face contact.  It allows clientele to interact more on their schedule, rather than your's.

Brian - I look upon it as a great enhancement too.


Apr 28, 2011 12:53 PM
Myrl Jeffcoat
Sacramento, CA
Greater Sacramento Realtor - Retired

(Mike of comment #29) - Social media can be far more efficient in reaching people with your message than methods we have used in the past. . .There's no doubt about it.

Judi - I see social media as an enhancement too.  Sometimes I reach in my toolbox for a wrench.  Sometimes a screwdriver:-)

Norma - I think those of us in business for a number of years, see it that way too.  I do stay in touch with past clientele via social media.  I also will call occassionally, to see how they are doing.  And I send out snailmail periodically.

Apr 28, 2011 12:58 PM
Kristine Ginsberg
Elite Staging and Redesign, LLC - Short Hills, NJ
NJ Home Stager

Myrl - I so agree with you that sometimes good old fashion snail mail is more personal and in some cases more appropriate than an email. I always send written thank you notes to all my clients and then like you - keep up with them via social media and a phone call once in a while.  Congrats on the well earned feature!

Apr 28, 2011 01:32 PM
Sharon Alters
Coldwell Banker Vanguard Realty - 904-673-2308 - Fleming Island, FL
Realtor - Homes for Sale Fleming Island FL

Myrl, we are getting business from Active Rain and some people in our office have definitely gotten business form Facebook. I think it's part of the overall inernet footprint that Ben talked about last year at Rain Camp. But the basics will not change, at least not in our generation.

Sharon

Apr 28, 2011 02:25 PM
Sandy Acevedo
951-290-8588 - Chino Hills, CA
RE/MAX Masters, Inland Empire Homes for Sale

I think you and I are in that bracket where we straddle the tech revolution and the good ole fashioned ways of doing business. More transactions for us!

Apr 28, 2011 02:50 PM
Christine Donovan
Donovan Blatt Realty - Costa Mesa, CA
Broker/Attorney 714-319-9751 DRE01267479 - Costa M

Myrl - It's so important to get face to face.  It makes a big difference in my business too, and I'm working on being more consistent.

Apr 28, 2011 03:12 PM
Melissa Zavala
Broadpoint Properties - Escondido, CA
Broker, Escondido Real Estate, San Diego County

Myrl: I totally concur with your advice. To target all groups, you cannot only focus on Internet business.

Apr 28, 2011 05:17 PM
Bob "RealMan" Timm
Ward County Notary Services - Minot, ND
Owner of Ward Co Notary Services retired RE Broker

I love AR and my associated blog. By far most of my business has been face to face but I have to assume that my blog has brought some of those face to face clients to me. I blog when I have time and only when I have time. I don't say come hell or high water I'm making 20 posts a week. If I make 20 posts in a week then you know business has come to a crawl for me and I'm hoping those posts just might pick it up.

Apr 29, 2011 02:19 PM
Rene Fabre
ARFCO Media - Renton, WA
Practicing Philosophical Eclectic of the Arts

Myrl... Very insightful and I like the way you frame the conversation. We're still in the frontier, yet change is happening at an alarming rate. Someday, sooner or later, the hype of social media will be gone and I can't wait. Being on line will be just the way we communicate like using the phone. It just is. And we'll choose the tools that work best to communicate with our loved ones and clients...

Apr 30, 2011 10:09 AM
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