Social Media for Real Estate Brokers

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Social Media & Real Estate Brokers

Social Media For Real Estate Brokers

Learn the current trends and best practices in social media usage by the top real estate brokers on ActiveRain, the largest social network and blogging platform in real estate.

ActiveRain CEO Nikesh (Niki) Parekh is speaking at the 2012 Inman Connect San Francisco Real Estate Conference this week on the topic of social media for real estate brokers on a panel entitled "Top Down Social Media" or "Social Isn't Just For Agents."  

So what is social media for real estate brokers?  What should real estate brokers be doing?

Of course, the real estate industry must go where the consumers are spending time and social media is  dominating consumer & agent attention.  In anticipation of this panel discussion, ActiveRain conducted a survey of the ActiveRain real estate community to understand how important social media is to real estate broker owners and managers.


(If you find this valuable, please share this with your friends on social media and in the industry)

Should Real Estate Brokers, Team Leaders and Managers Be Active on Social Media? 

Most agents believe that it is important to maintain an active presence on social media for real estate brokers.  Real estate broker owners and office managers actually feel it SIGNIFICANTLY MORE important for real estate broker owners & team leaders to be active on social media, than real estate agents do.  Why?  

  1. Real estate broker owners must lead by example.
  2. Real estate broker owners must maintain a strong finger on the pulse of the real estate industry.
  3. Real estate broker owners are responsible for building a visible, local brand (community relations).
  4. Agents look to their brokers and manager for training on marketing.
  5. Real estate broker owners and team leaders should support agents with office level marketing & lead generation.

A small percentage of agents who responded that it was NOT important for their real estate broker owner or team leaders to be on social media cited the following reasons: 

  1. Social media does not drive any business or qualified leads.
  2. Social media is too time consuming.
  3. My broker does not support any office marketing or training.
  4. My broker does not even manage our web site, let alone social media.
  5. I am building my individual real estate agent brand, so my broker's social media presence or marketing does not matter to me.
Why Should Real Estate Brokers Use Social Media?
Brokers, team leaders and agents agree that social media is most important to:
  1. Communicate with the real estate colleagues
  2. Stay abreast of real estate industry news
  3. Generate leads
  4. Improve public & community relations
  5. Train & educate agents

Social media for real estate brokers seems less important to agent recruiting (or at least no one has figured it out yet).   Top agents and brokers are starting to use social media to recruit and retain top real estate talent who are a hot commodity in today's recovering real estate market.    But it is still ealry days for social media within the real estate office.

How Should Real Estate Brokers Be Using Social Media?

Based on the results of our survey of ActiveRain, social media for real estate brokers should be focused on following sites as much as possible.

  1. FaceBook is the dominant social media platform for consumers, agents, and broker owners alike.
  2. Blogging continues to play a critical role in a social media strategy.  ActiveRain is the most used blogging platform, though WordPress is also used by a quarter of agents.
  3. Twitter has significantly higher daily usage among broker owners & top producing agents earning more than $100k per year.
  4. Agents maintain a presence on LinkedIn and Google Plus, with low daily usage.
  5. Pinterest has developed a surprisingly large and loyal following in less than 2 years, bsaed on the visual and addictive nature of real estate and "house porn" - beautiful homes that mere mortals could never afford.

What Do You Think?  Leave Your Comments Below!  Please Share This Research on Social Media. 

DOWNLOAD THE FULL ACTIVERAIN SOCIAL MEDIA FOR REAL ESTATE BROKERS REPORT.  Click the image below to see the full results of the survey. 

Social Media & the Real Estate Broker


Social Media for Real Estate Brokers

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Comments (28)

George Lawson
Moreno Valley, CA

Good survey ... with interesting data. For example, as fast as Google+ is growing, I found it interesting that more agents aren't using it more.

Aug 01, 2012 04:31 AM
Catherine Ulrey
Keller Williams Capital City - Salem, OR
Equestrian and Acreage Property Specialist

Love the data!  

Aug 01, 2012 05:08 AM
Tatyana Makarov
Coldwell Banker Residential Brokerage - South Windsor, CT
Your Greater Hartford Area Realtor

thanks, it is interesting to see what is the stats are...


Aug 01, 2012 05:15 AM
Jerry Newman
Brown Realty, 210-789-4216, - San Antonio, TX
Texas REALTOR, San Antonio Military Relocation

Thanks, I will download this data, and share it with my broker and Team Leaders. Social Media is here to Stay.

Aug 01, 2012 09:15 AM
Bobbie Smith
Stroudsburg, PA

All Brokers need to be on board with social media.  Hopefully this will help get the word out and more of them will.

Aug 01, 2012 11:37 AM
Carol Faaland-Kronmaier
Weichert, Realtors; Hillsborough - Hillsborough, NJ
PhD, e-PRO, Manville, Hillsborough, Somerset NJ

I am also going to save (bookmark) this post so I can read it again. I find it very interesting.  Thank you for the great information.

Aug 01, 2012 12:14 PM
Joan Whitebook
BHG The Masiello Group - Nashua, NH
Consumer Focused Real Estate Services

Very intersting.. It is good to know what is happening in our industry.. what is working and what is not.

Aug 01, 2012 12:15 PM
Melissa Marro
Keller Williams First Coast Realty - The Marro Team - Orange Park, FL
Jacksonville Real Estate and Home Staging

Really interesting survey. I know I'm often surprised at how little many of the agents in my office understand blogging or social media. While our company, Watson Realty, seems to understand the need for technology, there seems to be a disconnect between the company and the agents.

Aug 01, 2012 12:27 PM
Ken Brandon
Coldwell Banker Sea Coast Advantage (Jacksonville, NC) - Jacksonville, NC
Camp Lejeune, Jacksonville, NC

Our jobs ( and I don't think it matters what your position is) is built upon relationships. Social Media is a tool to assist in building relationships. How can someone not think there is a reason to spend some amount of time with it?

Aug 01, 2012 01:03 PM
Christine Donovan
Donovan Blatt Realty - Costa Mesa, CA
Broker/Attorney 714-319-9751 DRE01267479 - Costa M

I think that social media is important to both brokers and agents and have found it to be such for myself.

Aug 01, 2012 03:41 PM
Marie Episale
ePRO 201-314-0106 - Pompton Plains New Jersey

Thank you for the statistics.  Leaders MUST have a working knowledge of tools and trends affecting the Real Estate Industry.  It's a lot to learn and use, but the effort is worth it.

Aug 01, 2012 09:45 PM
Mark Delgado
houses for rent, Solano County & Glen Cove - Benicia, CA
Benicia and Vallejo, Property Management, rental h

I have a very small property management office with only 2 agents plus support staff. Through simple division of labor, I, the broker, do all of our blogging, tweeting etc on behalf of our brand name. 

Aug 01, 2012 10:19 PM
Marcus Rice
Equity First Realty - Richmond, VA
Richmond, NOVA, Virginia Beach Area Realtor/Broker

You Rock! Great Post..

Aug 02, 2012 03:35 AM
Kevin Mackessy
Blue Olive Properties, LLC - Highlands Ranch, CO
Dedicated. Qualified. Local.

Interesting data.

Aug 02, 2012 08:34 AM
Mike Young, covering the USA - Las Vegas, NV
FHA 203k Consultant 916-758-1809

I love this stuff. You have taught me so much. I appreicate it and you. 

Aug 15, 2012 12:10 PM

Great post backed with accurate statistics. 

Based on similar lines, do check out this post on what social media has in store for realtors, builders and customers alike. 

It will be great to hear from those in the industry and their take on the future of real estate on social media.



Aug 19, 2012 04:16 PM
Robert Haynes
Robert Haynes & Associates - Fishers, IN

Just setup our Facebook page and Twitter accounts.  Thanks for the info!

Aug 28, 2012 12:36 PM
Linda Calhoun
Calhoun Real Estate - Red River, NM
Selling Red River since 1962!

Great info.  Social media is such a huge part of real estate today.

Sep 14, 2012 01:42 PM
Karen Crowson
Coldwell Banker Residential Brokerage - Rancho Bernardo, CA
Your Agent for Change

It's a double-edged sword. The Broker's should use and support it, but their goals are different from the individual agents. They're trying to drive traffic to their site, AND attract new agents. The agents are trying to drive traffic to their site and atrract new customers. If an agent relies on a brokerage site for traffic, and the brokerage is sold or goes out of business, or the agent needs to move, they don't retain that social media presence. But I do think it's important for broker's to have this available for agents, as not all will do it on their own.

Sep 15, 2012 09:16 AM
Inna Ivchenko
Barcode Properties - Encino, CA
Realtor® • GRI • HAFA • PSC Calabasas CA

These days the tech buzz is  on social media: blogging, tweeting, posting, linking and online connecting the whole world. We realtors try to connect to our buyers & sellers, to other agents, to our neighborhoods. Yet, some of us still think that social media is useless and silly and the best way to connect is F2F networking.

Oct 19, 2013 01:05 PM