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,
From A Marketer's Lens
What 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.
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, Illinois. 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.
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.
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.
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,
- The Top 10 Ways to Get The Junk Out of Your Trunk and Rejuvenate Your Business
- Real Estate Brokers: 5 Keys to Real Estate Agent Success
- Relationships Are The Core of a Successful Real Estate Business
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.