Real Estate Brokers Move That Bus

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Services for Real Estate Pros with Real Skillz-Clear Marketing for Your Real Estate Vision

Real Estate Brokers Move That Bus

These are my common sense observations.

I will not riddle this post with statistics and reports.  Today I am writing purely from a marketing and a consumer perspective.  I am gonna dish from the,

 

What

You

See

Is

Not

What

You

Should

Get

 

Angle

 

From A Marketer's Lens

A Marketer's Lense Has Much to ViewWhat I see across the internet on the real estate front is a great divide between the "In the Know" and the "Do Not Know/Scared To Know" professionals.  It is clear that professionals with multiple websites or one strong website portal, blog(s), flickr accounts, extensive listing syndication, and strong social network engagement with a clear focus and purpose- i.e. a strong online marketing plan, will lead the way.  It's inevitable.

What I see across brokerages and franchises is a lack of general understanding when it comes to social media marketing.  In Spite of videos, books, publications, white papers, conferences and even breaking news fed by Twitter on CNN.

 

Yet there are still small, mid-size, large and independent brokerages that you could visit today that think this Web 2.0 stuff is just fluff.

What I observe among state associations is a huge gap in social media marketing and education of their general membership.  Why shouldn't part of real estate licensing include the basic concepts of social media marketing/training?  Why should this be left to designation offerings, which are not mandatory?  And why, oh why isn't EVERY State Association website interactive by now?

What I see among brokerages and large teams is a lack of dedicated social media positions.  Why?  If you do a search on Monster, HotJobs, LinkedIn in any industry you will see positions for social media marketing and the number of these positions are increasing.  Companies like Fijiwater, L'Oreal, Express, Hospitals, National Recuriting Firms, and Non-For-Profit Organizations are seeking "Web Marketing Coordinators", "Social Media Event Specialists", "Social Media Marketing Managers", and "Corporate Bloggers".

Recently Kodak posted a position for a "Chief Listener".

Then something very interesting caught my eye.  A Family Owned Jewelery Business in Ridgefield, Connecticut is seeking a Website Content/Social Networking/Marketing Manager.  As a young girl I lived in Upstate New York, and Ridgefield was about a 15 minute drive from my home town of South Salem.  Understand, the population for this one town is about 7000, but the Affordability Index is off the charts 159.4 vs. U.S Average of 100----

So a Niche marketing opportunity called for a current and progressive marketing strategy-Kudo's to Craig's Fine Jewelry.

Hmmmmm........

 

 

From A Consumer View....

What I hear is my mom on the phone two days ago telling me about a listing she drove by in Bull Valley, A Consumer's ViewIllinois.  She called the phone number twice for the real estate agent to call her back.  As of today she has still not received a response.

What I see is an email from my father on Facebook with a link to the newest article from Businessweek, "How to Use Social Media to Promote Your Business". 

He sent me the email from his IPhone.

What I know is that my sister, a law school student in Chicago, recently entered a video contest for a $15,000 scholarship toward her tuition.  The top ten videos are then opened up to the public for voting to produce the winner. 

A VIDEO contest. Imagine.

What I like is that my brother was booked solid through the summer and beyond for his band- a hobby and a paying gig as he completes his undergrad degree, through the use of MySpace and FaceBook Business and Fan Pages. 

He loves the analytics, the viral link love, and the paid shows his band has been playing.

Listening......

What I read this week is that one of my favorite stores, Pier1Imports, is launching a mobile marketing campaign.

What I am thankful for is that I bought an unlimited text messaging plan for my crazy texting thumbs but more so for my daughter's who even texts me from her bedroom. If I hadn't added unlimited text messaging, I would've gotten the bill that broke my piggy bank's back.

 

Wondering.....

What astounds me is that communicating online for business in a social way

  • Allows consumers and business professionals to know, like and trust  a professional/company.
  • Enables a company to monitor their reputation and be responsive to their market.
  • Provides a vehicle for a company to build, maintain, and archive their brand.

Yet in 2009 the real estate industry as a whole is fragmented online.

 

Connecting...

I write this post in a community of real estate professionals who get this...at least the active ones in the rain.

The active real estate professionals are the exception today.

The exceptional professionals today are the ones who will keep the wheels ON the real estate bus AND moving forward.

So why do the other real estate professionals stand by the roadside and keep waiting for the next bus?  Don't they know they are already late?

Anyway you look at it, through a marketer's lens or a consumer's view, inactivity isn't healthy.

Real Estate Brokers Move that Bus.

 

If you enjoyed this post on internet marketing for real estate brokers, here's more for you to read,

 

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Real Estate Brokers Help Your Agents Step Ahead of Their Competition.  Check out the Branding Sanity Webinar a offered by Rebecca D. Levinson, Real Estate Marketing Consultant and Malfi Marketing Solutions.

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Re-Blogged 2 times:

Re-Blogged By Re-Blogged At
  1. Tim and Pam Cash 08/28/2009 12:47 PM
  2. Dana Devine 09/08/2009 06:21 AM
Topic:
Real Estate Sales and Marketing
Groups:
ABC's of Real Estate Marketing
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Realtors®
Social Media Marketing
The Art Of Marketing You
Tags:
social media
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social networking
web 20
real estate marketing
online marketing
small business advice

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Show All Comments
Rainer
118,327
Ginger Moore
Wilkinson & Associates Realty - Gastonia, NC

Hi Rebecca, congrats on feature post! liked the graphics. thanks for sharing!

Aug 28, 2009 12:00 PM #32
Ambassador
296,950
Tim and Pam Cash
Crye-Leike (Sango) - Clarksville, TN
Real Estate Professionals - Clarksville TN

Rebecca - spot on!  There are some that just do not get it.

Aug 28, 2009 12:44 PM #33
Rainmaker
176,539
Rebecca Levinson, Real Estate Marketing and Online Advertising Consultant
Real Skillz-Clear Marketing for Your Real Estate Vision - Lake Geneva, WI

Roland- Yup it's not going anywhere....time to get a ticket and board.

Gabe- Well, they just need to observe, look around, you can go offline and see it too:)

Fernando- NOt everyone will be a leader, but this will become mainstream and what then?

Gary- It is evolving as we all should be right...it's only scary to be sedintary.

Aug 28, 2009 12:45 PM #34
Rainmaker
176,539
Rebecca Levinson, Real Estate Marketing and Online Advertising Consultant
Real Skillz-Clear Marketing for Your Real Estate Vision - Lake Geneva, WI

Evelyn- Thank you so hopefully that means I am evolving also and my blog, my garden, is reaping the benefits:)  I believe you are right....people need a plan of action to make sense of this that fits their business goals and then- ACT.

William- Yes and also some who are active do not do the other offline things to make things happen....it is a melding of the two because it is about relationships.

Erica- lol, my daughter is 12 and I do like being able to reach her when she is out with friends.

Christianne- Precisely I agree....it is nice of you to share, but I do believe this is where leadership needs to take the helm.  Paying dues into associations, well., the return would be......???????

Education is ALWAYS key.  I don't know many professions where learning just ceases and doesn't change...things change.....we need to keep up with the new...change the curriculum.

Aug 28, 2009 12:50 PM #35
Rainmaker
176,539
Rebecca Levinson, Real Estate Marketing and Online Advertising Consultant
Real Skillz-Clear Marketing for Your Real Estate Vision - Lake Geneva, WI

Susan- I guess because these older agents paid my living for so long that I would like everyone to have the opportunity of understanding the concepts so they can fly.  I never, ever discount anyone...if the will is NEVER there, well, little you can do.  But if it is there, the supporte should be too.

Lisa and Robert- Technology is embraced by generations, even the older ones, increasingly.  So being stuck in the undertow doesn't seem viable.

Aug 28, 2009 12:59 PM #36
Rainmaker
176,539
Rebecca Levinson, Real Estate Marketing and Online Advertising Consultant
Real Skillz-Clear Marketing for Your Real Estate Vision - Lake Geneva, WI

Barbara- I know...I remember some of that.  THe real estate attorney I worked for when I started in the industry 17 years ago....we used Selectrix (spelling) typewriters for our documents, Deed, TItle, everything...can you imagine?  ANd when other law offices were using email, we didn't even have the capability, much to the chagrin of our clients and some of the r.e. agents.  AND he wasn't the oldest attorney in the market....just stubborn. 

Aug 28, 2009 01:02 PM #37
Rainmaker
176,539
Rebecca Levinson, Real Estate Marketing and Online Advertising Consultant
Real Skillz-Clear Marketing for Your Real Estate Vision - Lake Geneva, WI

Tina- I think the Twitter users who are young are the marketing professionals because in general you won't find your average Gen X/Gen Y consumer on Twitter.  WHen I go out, most are asking me what Twitter is, they have heard of it, but make jokes about it.

Aug 28, 2009 01:03 PM #38
Rainmaker
176,539
Rebecca Levinson, Real Estate Marketing and Online Advertising Consultant
Real Skillz-Clear Marketing for Your Real Estate Vision - Lake Geneva, WI

Alexsandra- Wow, that is interesting.....so just another good reason you are right.

Gene- A good plan takes care of that....also if you have a niche market in real estate, it really helps you focus on which tools will be most advantageous to your business.....

So then, we are talking strategy:)  Divide and conquer.

Aug 28, 2009 01:05 PM #39
Rainmaker
176,539
Rebecca Levinson, Real Estate Marketing and Online Advertising Consultant
Real Skillz-Clear Marketing for Your Real Estate Vision - Lake Geneva, WI

Pat- Glad to give thanks for listening and stay on board.

Damon- I agree and it doesn't make sense to refuse the desires of your customers when they are not out of line.

Dynamic Page Solutions- I really hope associations aren't thinking that way.  In a leadership role I think they could retain membership more easily AND be relevant today, tomorrow, and in the future. 

Knighttyme Video Tours- Right, if you live as a consumer, lol, we all do, it's pretty hard to escape.  Do you remember a time when the majority of people didn't have cell phones.  My first cell phone was a "bag Phone"...which my friends thought was cool.  It was optional.

Today it's not optional and neither is social media.

Aug 28, 2009 01:17 PM #40
Rainmaker
176,539
Rebecca Levinson, Real Estate Marketing and Online Advertising Consultant
Real Skillz-Clear Marketing for Your Real Estate Vision - Lake Geneva, WI

Ginger- Thanks for coming by and reading.

Tim and Pam- Do not get it...there's hope.  Don't want to get it- Well that's either neglect or fear.

Aug 28, 2009 01:18 PM #41
Ambassador
2,011,382
Christine Donovan
Donovan Blatt Realty - Costa Mesa, CA
Broker/Attorney 714-319-9751 DRE01267479 - Costa M

Erik's comment amazes me, though perhaps it shouldn't.  Sharon Paxon and I have talked a few times about how little involvement we see from other colleagues here in this arena.

Aug 28, 2009 03:58 PM #42
Rainer
222,458
Jirius Isaac
Isaac Real Estate &TriStar Mortgage - Kenmore, WA
Real Estate & loans in Kenmore, WA

Rebecca, That was one of the most fun blogs to read in a long time.  Very creative and all over.  I wish I could write like that!  thanks for the upift!

Aug 28, 2009 05:48 PM #43
Rainmaker
72,718
Bryan Spann
SYSNE LLC - Houston, TX
Agent

Great illustration Rebecca, your blog is a great example of how social media has its advantages.

Aug 29, 2009 02:06 AM #44
Rainmaker
1,638,090
Lyn Sims
RE/MAX Suburban - Schaumburg, IL
Schaumburg Real Estate

You bring up excellent points but I have to say I am not excited about my fellow 'deer in the headlights' agents getting on board this bus.  If they don't get it, more for me.  By the time they do get it, the market place will be onto the next greatest and best.  I'm not sure why YOU DON'T GET IT that they WILL NEVER GET IT?

Aug 29, 2009 03:00 AM #45
Rainmaker
176,539
Rebecca Levinson, Real Estate Marketing and Online Advertising Consultant
Real Skillz-Clear Marketing for Your Real Estate Vision - Lake Geneva, WI

Christine- When you look around at the world you wonder how others aren't observing what seems so very clear and in plain view.

Jirius- Thank you but your own unique voice is what makes your blog's body of work you....so keep blogging.

Bryan- Thank you...it is becoming more mainstream everyday.

Lyn- I guess because I have admired some really hard working older time agents in my career thus far and I know if these same agents got on board they would be tearing it up.

Aug 29, 2009 07:42 AM #46
Rainmaker
564,419
Chris Olsen
Olsen Ziegler Realty - Cleveland, OH
Broker Owner Cleveland Ohio Real Estate

Hi Rebecca -- There are a lot of gold nuggets in this post, one that rings true in theory and also with your practical and first-hand knowledge and examples.  No matter how much I do (and I do a lot), I still feel perpetually behind the 8-ball, but I keep churning away.  I loved reading this post.

Aug 29, 2009 03:25 PM #47
Anonymous
Deborah A. Stone

Great post. I am also amazed that there are still so many agents in this industry who close their minds to change. It's scarey for them, but technology is moving so fast, I even feel intimidated by how much I DON'T know, yet I am miles ahead of the competition technology-wise.

I like texting: on my signs I have my phone # with "TEXT ME" next to it.

Aug 30, 2009 04:52 AM #48
Rainmaker
199,850
Mark Velasco
Sharpstone Commercial - Whittier, CA
Top Producing COMMERCIAL Team 30+ years experience

I couldn't agree more Rebecca. The internet is the cheapest and fastest way to get lot of clients and exposure

Aug 30, 2009 12:18 PM #49
Rainmaker
176,539
Rebecca Levinson, Real Estate Marketing and Online Advertising Consultant
Real Skillz-Clear Marketing for Your Real Estate Vision - Lake Geneva, WI

Chris- You seem far from behind the eight ball...especially when I read about some of the ordeals you have been thru with non internet adopting agents:)

Deborah- I like that....I would definitely text to get more information on a listing.

Mark- Bet your bottom dollar.

Aug 31, 2009 02:31 PM #50
Rainmaker
242,291
Jenny Durling
L.A. Property Solutions - Los Angeles, CA
For Los Angeles real estate help 213-215-4758

I'm glad to be on the bus and moving as fast as I can.  It's like leading a horse to water... I think there are lots of agents and brokersages out there that know they 'should' be doing more online and with today's technology but they aren't willig to put the time and energy into it. That makes the rest of us stand out just that much more.

Sep 02, 2009 04:39 PM #51
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Rainmaker
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Rebecca Levinson, Real Estate Marketing and Online Advertising Consultant

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