Twitter Kings and Queens - You Don't Seem To Sell Much Real Estate!

By
Real Estate Agent with Maximum One Executive REALTORS® 165062

Twitter Kings and QueensOne thing that haunts an experienced agent is that when you do a lot a business it is easy to spot the achievers from the wannabees.  Perhaps it is the old 80/20 rule.  That 20% actually get it, and make a living from it, and the others just pretend.  In my own mind, the new real estate social icons in our industry are the "Twitter Kings & Queens!"  It does not mean they produce any sales, but rather they've become larger than life and very visible amongst their social media real estate peers.  So in my mind, and in the minds of many other experienced agents...questions and concerns are raised about the major disconnects.  An old Wendy's commercial used to ask "So where's the beef?" As an industry we must ask claims to fame and success be substantiated, and not just accepted at face value.  Unlike years gone past were earnings were a part of the measure of your abilities, the new social media counts "Tweets!"

It should be no surprise to anyone that real estate is an ego driven industry where puffing and bragging have become so trite that they are accepted as normal behavior.  Those that follow blindly without can create an almost cult like following in the new fads. However, it does not mean they will survive and prosper.  These issues are nothing new in real estate.  Rather it is just the media that is new.  It's exponentially viral and could be an incredible tool.  The new social media can easily boost an individual to gain high visibility, but is their staying power, and profit?  Is the "Tweet peak" just an ego high or can it be converted to dollars?  It's hard to say, because most never talk about their closed volume of sales.  There will always be 'fame junkies' that claim they are the big producers, and those that dream.  In life, there will always be those that "Do" and those that talk a great game, but "Never sell real estate!" 

The buzz words in real estate these days are, "Twitter, Tweets, podcasts, Facebook, social media, RSS feeds, and Blogs."  At first glance these so called real estate socal media appear to be almost random schizophrenic ramblings that make no sense.  To me, Blogging seems have the most structure and it is coherant, covers topics of interest, and makes sense.  You could gain a major audience from it that will actually bring you business you can close.   However from what I see, most of the Blogs, Twitters, and tweets come from non productive agents that do not understand the purpose of what they are doing or why they are doing it.  It may leave the beholder to assume Tweets and Twitters are for those in our industry with real estate attention deficit.  They are not even maximizing the use of it for viral marketing and SEO.

So there is a disconnect when I listen to a great presentation, between what is being said and reality.  "Do they walk the talk?"  It is always a good idea to check it out.  When when I visit a blog or website it is 'Inactive!'  It is a total a disappointment! The last post may have been several months or even a year ago.  It's very sad that the presenter it still trying to ride that 15 minutes of fame and make a living out of it.  So I am at a loss to explain the euphoria about social media if it cannot be backed up with closed sales and referral fees paid.  Talk is cheap.  The end game of the social media exercise should be to sell your talents, make a living out of it, and not just to gain personal fame.  The bottom line is what is the measure of success?  Tweets or Dollars?

On a similar note....several years ago I went to a local seminar on websites, and I listened to a speaker that was a great presenter, but really did not offer any ground breaking advice for those in attendance that actually wanted make money from her ideas.  During the seminar she kept mentioning her website, and when I went back to the office...so I decided to look at the website.  The interesting thing was it was a real estate site that was abandoned sometime ago.  There were missing graphics, and the website was selling juices, vitamins, herbal medicines and nonsense.  What a terrible reflection on the talents and industry professional.  It was also misleading to those agents that attended the seminar, and purchased tapes and training materials.  Making claims of achievement is one thing, but to never have acheived those goals is pretty much a sham.  I sometimes get the same feeling when I go online and read posts, (or should I say "Boasts?")  The claims are so incredulous that there is a disbelief of the accomplishments, and claims that are made by those posting are doubted.  So what message is being sent to the viewers? Are those posting, "Shallow, concieted, clueless, inexperienced, lack knowledge, obsessive compulsive or just plain dreaming?"

The topics we write about and discuss reveals a lot about who we are.  So too is the content we Blog about.  It is easy to understant why so many that Twitter and tweet do not discuss real estate for their topics.   The claim may be that it doesn't have to be about real estate, but the bigger question is why not?   What a great opportunity for high ranking SEO, and professional visability.  My personal feelings...the reason many do not blog or twitter about real estate is because many do not sell real estate and make a living from it.   It is obvious to many they do not understand it.  

There could be many great topics to discuss on your Blogs, Twitters and Tweets that may actually bring you a real business - buyers, sellers or a person relocating and looking for your assistance.  What a novel idea!  Topics could include: contract changes, a discussion of agency, home inspections or inspectors, liability, insurance, defective building products, the importance of title insurance, fixed rate financing vs. adjustable rates, fiduciary to clients, license law, marketing and negotiation strategies are not part of the vocabulary of those that claim their fame of having millions of "Tweets" but no closed sales to back up their wasted time.  So In the future  perhaps we should judge the "Twitter Kings and Queens" by their closed sales volumes.  Performance matters.

 

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Rainmaker
354,933
Damon Gettier
Damon Gettier & Associates, REALTORS- Roanoke Va Short Sale Expert - Roanoke, VA
Broker/Owner ABRM, GRI, CDPE

Jim, it seems that in my market those who tweet are constantly tweeting about stuff like, cooking cookies, doing laundry, picking up the kids, etc...not about selling real estate.

Nov 12, 2009 12:21 PM #214
Anonymous
shari_tweets

Damon and Jim,

I'm not an agent, so I haven't weighed in on this blog post yet because I cannot relate *specific* transactions to twitter.  I am an RE Assistant, so I will leave it to my agent to do that.

One of the best things I ever learned from a TwitterQueen was this - you wouldn't go to a barbecue and go from group to group spewing Real Estate, market stats, mortgage rates, etc.

Guess what?  You would talk about laundry, baking cookies, picking up the kids....FURTHER....you might even ASK other people about THEIR laundry, THEIR cookies, THEIR kids.

You do this because you are human, and because you want to connect with people.  And THAT'S what twitter is about.  If you don't get that, then you're right - it's a huge waste of time, and it's not going to get you anywhere.

Nov 12, 2009 01:01 PM #215
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Jim Crawford
Maximum One Executive REALTORS® - Atlanta, GA
Jim Crawford Atlanta Best Listing Agents & REALTOR
Nov 12, 2009 01:01 PM #216
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Jim Crawford
Maximum One Executive REALTORS® - Atlanta, GA
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shari_tweets  - Thank you for your imput, explanations and insights.

Nov 12, 2009 01:05 PM #217
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Christine Donovan
Donovan Blatt Realty - Costa Mesa, CA
Broker/Attorney 714-319-9751 DRE01267479 - Costa M

I know what my results have been from my online marketing and social media since I began it seriously a little over a year ago.  It has made a big difference in my business.  It's not a game to me and is simply used as one of my marketing tools just as I would more traditional advertising and marketing.

Nov 12, 2009 03:23 PM #218
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Jim Crawford
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Nov 12, 2009 03:31 PM #219
Rainer
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Joe Sheehan
RE/MAX Professional Realty, Inc. - Pottstown, PA
ABR, SRES

Jim,

What is a more important use of time, using technology and new media to develop and support business or using it to argue about it? I prefer the former. Based on the quantity of your responses to comments, you seem to have spent a pretty substantial amount of time over the last couple of days doing the latter.

It seems to me that there are a good many non-twitterqueens that are not selling many houses. In fact, this has been true long before there was such a thing as a twitterqueen.

So, if farming, junk mailing, drip campaigning, refrigerator magnets, NFL football schedules, cold calling, door knocking, etc is working for you, then have at it. If you don't see the value in these technologies, then don't use them. Why anyone would make a distinction that establishing relationships and providing service via social media technology is different from prospecting is baffling.

Personally, I think your posts would be much more helpful if you shared some of the secret to your success rather than trying to blow holes in the marketing strategies of others. Reading blowhards on twitter and facebook is not a whole lot different from reading blowhards on ActiveRain.

As we say in the twittersphere - #justsayin.

Nov 13, 2009 02:24 AM #220
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Jim Crawford
Maximum One Executive REALTORS® - Atlanta, GA
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Joe Sheehan, ABR, SRES (RE/MAX Professional Realty, Inc.)  I do that all the time now.  If you know anything about me, my seminars and real estate articles have always been about maximizing technology and items that do not cost anything, and are very productive use of time.  I do not sell anything, there is no fee for admission.  Unlike others that try to cash in on the ignorance of others...I've always been a proponent of common sense.  Thank you for your comments.

Nov 13, 2009 07:39 AM #221
Rainmaker
400,478
Kerry Lucasse
eXp Realty - Urban Nest Real Estate Group - Atlanta, GA
Your Urban Nest Atlanta Real Estate Consultant

I couldn't agree more!  I was just reading another article about the leading real estate gurus in the social media arena and not once did they mention how many SALES were generated by all their exposure and 'fame'.

Great post...

Nov 13, 2009 10:52 AM #222
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Jim Crawford
Maximum One Executive REALTORS® - Atlanta, GA
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KERRY LUCASSE - Your Intown Atlanta Real Estate Consultant (Keller Williams Peachtree Rd)  They won't offer proof because most of them cannot.   The same exact thing happened when the Internet and IDX arrived in real estate. Everyone became the overnight star and expert.   No one in this industry is bold enough to stand up to false and unsubstantiated claims and ask for proof.  Where are they all now?

 

Nov 13, 2009 11:05 AM #223
Rainmaker
131,580
Laura Monroe
Inman News - San Francisco, CA
Dir. of Industry Engagement & Social Media

Hi Jim~ I totally love you, but I don't agree with most of what you have said in your post. I think that there is stark difference between marketing concepts in what a blog does, and what tools like Twitter and Facebook can and should be used for. And those that understand the difference are successful at it.

I tell my clients that the reason Twitter and Facebook are so popular is that it gives people (your potential clients)  a common platform to have a "voice" to be "listened to" NOT talk at, sold, spammed, baited and switched. If you look at Twitter and Facebook from the perspective of "listening" to people and make actual meanful connections to the real people in your community, then they are more likely to listen to the stuff you SELL..like real estate, when they need it.

If you only are on Twitter or Facebook because some so-called RE GURU said to be..you're missing the point. It's about LISTENING and CONNECTING to people, not sitting around and "marketing" to them. At the end of the day..your connections may not close a deal this month, or this year..but if you do it right you can make real connections when you open your ears and stop tweeting junk.

A blog though is about YOU, YOUR VOICE, YOUR COMMUNITY etc. it opens up your world so others can give YOU feedback. How does it feel when we get comments, and feedback on our blogs? It feels awesome. We feel like we were heard, and there is power in that.

Not there aren't spammers etc on Facebook and Twitter too, but don't we tend to tune them out? Twitter and Facebook are listening tools. IMHO. Those that understand that are tremendously successful, and have better success with those online connections that move offline and close deals.

So whose to say that what agents are doing on Twitter today won't pay off now or in future?? That's like asking you to tell me how many deals you've closed because you've handed out your business card.

Nov 13, 2009 11:17 AM #224
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Jim Crawford
Maximum One Executive REALTORS® - Atlanta, GA
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Laura Monroe- Real Estate Virtual Assistant (Creative Agent Solutions.com (916)343-3823)  Thanks for sharing I like your perspective, and I have no problem with the process the way you presented it.  I get it. This post is meant for all to ask some questions of themselves, and marketing.  Isn't the reason we are in business to make money?  Pay the mortgage?  Meet our obligations?  Some forms of marketing have a much greater return than others.  Some are very time consuming, and really in retrospect are they worth the effort?  So this post is just about accountability.  I am not talking of spamming for business.  I feel these are legitimate questions, but only one person offered up any numbers.  That was impressive, but only one person?

  • Is the return in closed sales worth the effort?
  • How much time is being spent?
  • Is it cost effective?
  • How much time does it take each day?
  • What type of sales has it generated?
  • How many sales is it generating, a month, per year?
  • How does it compare against the return of other types of marketing?
  • What percentage of closed business is it?

 

Nov 13, 2009 11:29 AM #225
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Mirela Monte
Buyers' Choice Realty - North Myrtle Beach, SC
Myrtle Beach Real Estate

With Bing now crawling tweets and Google promising to do the same in the near future, it's more important than ever to be Twitter savvy.  It's a fine line between "pitching" and losing followers or integrating your Real Estate Tweets in such a way as to arouse interest.  I could write a few blogs on this subject and perhaps I will.  I have achieved that balance that seems to work AND I am having fun as well. Oh, I forgot:  I'm also selling Real Estate!

 

Nov 14, 2009 05:59 AM #226
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Mirela Monte
Buyers' Choice Realty - North Myrtle Beach, SC
Myrtle Beach Real Estate

Jim, thanks for the reminder.  I've been neglecting my company blog lately (busy selling real estate & tweeting)...

Nov 14, 2009 06:00 AM #227
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Jim Crawford
Maximum One Executive REALTORS® - Atlanta, GA
Jim Crawford Atlanta Best Listing Agents & REALTOR

Mirela Monte, Your Myrtle Beach Real Estate Connection  Thanks.  Balance is very important!  Have  a great one.

Nov 14, 2009 07:38 AM #228
Rainer
184,436
Tina Merritt
Nest Realty - Blacksburg, VA
Virginia Real Estate

So sad that there are still Brokers and agents out there who only measure success with "deals".  

The Twitterqueens and Twitterkings I know (most IRL - not just online) are some of the most caring, giving and professional agents I have ever met.  To them, real estate is about relationships, enriching the real estate community and improving our reputation as an industry....along with making a living as real estate professionals.  While some may feel we are "playing" and wasting our time, I respectfully disagree.  This is how we communicate - you won't find us knocking on doors, interrupting people who don't want to her from us with cold calls or wasting our time sending out unwanted postcards.  We refer to each other.  We help each other within our business and feed each other business.  We don't need old fashioned relocation departments..we have our own network. Does it work for everyone?  Of course not.  Yes, performance does matter; however, many of us feel performance is measured by many things other than the amount of money we make. 

Tina in Virginia and a proud member of Twitterqueens

 

Nov 15, 2009 09:28 AM #229
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Jim Crawford
Maximum One Executive REALTORS® - Atlanta, GA
Jim Crawford Atlanta Best Listing Agents & REALTOR

Tina Merritt - Virginia Beach Real Estate (Long and Foster Real Estate)  Thank you for your thoughts and insights.  I do the same thing with my websites.  It works very well and delivers over 100-200 registration leads every day.  Even in a terrible economy in Atlanta, we are holding our own.

Nov 15, 2009 01:16 PM #230
Anonymous
K DeWolfe

I find that it is important to consider the "new" social media aspects, and I notice that you have mentioned that you have used them.  That will help to expand your market as younger couples begin to look into purchasing their own little piece of real estate.  I've noticed most of the responses are coming from Real Estate Agents, and although I value the opinion of my peers highly, I also like to get a view from both sides of the fence.  I myself am not a real estate agent, however, I am starting to be of an age to consider settling down and finding a house to live in instead of moving from apartment to apartment.  When I go to look for an agent, I would like to know that the agent I choose is very knowledgable in their field. If they don't know the important things obviously I am not interested, as I wouldn't be interested in learning Organic Chemistry from a History professor.  On the other hand, I would like to know that the agent is also a real person, instead of a real estate robot.  I use twitter and there are people I have unfollowed because all they ever tweet about is business.  I do not believe twitter or facebook are just passing fads, though time may prove me wrong.  However, social media is here to stay even if it is not in the format of twitter or facebook specifically.  Blogs help, but if you want to get them out to the most people, posting a link in Twitter or Facebook helps tremendously. 

I have also seen a lot of people complaining about how much time is spent by agents on Twitter and Facebook "playing".  Twitter and Facebook both have applications that are available on most smart phones with no laptop necessary and there are even applications to post to both simultaneously.  I have found only one piece of software to post to active rain from a mobile phone and it's just a browser update made specifically for iphone.  I have noticed that you took the time to respond to just about every post made in response to your original article and that's admirable, there are few people who are willing to take that kind of time these days because there is so much information flowing it's impossible to keep up with all of it and get anything done.  I will not argue that there are a lot of agents out there that will fail or burn out because they are spending too much time on the social media aspect.  It's a chicken or feathers business, and there are a lot more feathers than chickens. 

Perhaps I am misunderstanding what you are saying in your article, but it seems like you have some disdain for social media as such.  That seems odd to me because blogging is social media as well... Twitter and Facebook should by no means be your only connection in the social media world, they are simply avenues to get your version of social media to the world.  I would caution you against posting only about your business however, several of my peers look at people who tweet only about their business as commercials to be avoided.  They want to know you are a real person, and that you have good and bad days too.  They want to know you are someone they can relate to, not just someone that is looking to make a buck by selling them a product.

Nov 16, 2009 06:13 AM #231
Anonymous
BlackBerry Application Development india

Really very interesting topic..i love Twitter i am reguler working with Twitter.it is useful to increase your social networking.

 

Thanks.

Elan Emerging Technologies

Dec 06, 2009 08:51 PM #232
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Jim Crawford
Maximum One Executive REALTORS® - Atlanta, GA
Jim Crawford Atlanta Best Listing Agents & REALTOR

K DeWolfe -Thank you for such an in depth response.  I guess in a nutshell there are many in real estate that Blog and Twitter away, but they do not sell real estate.  Perhaps they view social networking or social media with socializing, but they do not sell real estate or understand it.

Dec 07, 2009 02:47 AM #233
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