Marketing On Social Media: Letting The Cat Out of the Bag

By
Services for Real Estate Pros with Napa Consultants

It has been over ten years this month that we have been marketing ourselves on Social Media.  We started in August of 2008, after lengthy discussions with a friend who at the time was considered  by many as a real estate visionary. 

 

We decided to give it a try, and check in with each other.  Our conclusion at the time was that this was going to be either "a colossal waste of time, an unexplored source of potential business, or something else".  Time would tell and we are ready to let the cat out of the bag. 

 

We joined every real estate social media organization and began writing blog posts that we shared everywhere, including Active Rain. We also joined the non-real estate focused one such as Linked-In, Facebook, Twitter, etc.  We formed Language of Luxury groups on those and on the real estate focused ones. We also joined real estate groups on various platforms.

 

The, then, rule was to accept everyone that wanted to follow us of be in our group regardless of who they were.  Our friend (the real estate expert) was focused on numbers, "the more followers the better", and his other rule was "focus on having a higher number to of those you follow rather than followers". This would identify you as a magnanimous individual worth following!"  Our follower numbers were huge!

 

We also listened to lectures and webinars of all the rising experts in the field.  We heard many success stories of connection and dollars being made thanks to social media.  The more followers you had, the more value you were seen to have in the eyes of the world.  At one point, fashion models were hired based on their social media profiles and the number of their followers. Advertisers at the time believed that their online popularity wou sell more products. 

 

At first, it was fun conversing with people (sometimes on a phone call via Skype) all over the world.  We had a few clients work with us, as a result of our presence on the world wide web.  We were in New York, when Inman premiered Gary V as the "Newest Best Thing!"

 

We admired Gary's prowess, his ambition, his primitive  uncut video style, his basic advice ,and his subsequent success as author and social media adviser.  We even spoke to him one on one at length.What made no sense to us is how real estate sales translated to wine sales.  It is a no brainer to sell wine on line especially if you are familiar with it. 

 

In our opinion comparing real estate to wine did not make sense to us. It is the biggest purchase someone will make in their lifetime. They are not going to buy it online, sight unseen.  Of course, we witnessed a few exceptions when Silicon wealth was astronomicallly rising during the dotcom days. We would receive offers in the Napa real estate office we managed. However those deals rarely closed, unless that individual had seen or stayed at the home on previous occasions.

 

We joined Active Rain in  2008, and started posting in January of 2009.  It took 2 years before anyone commented on our post, even though I(A) had done some commenting here and there. We were finally noticed by someone who was a very Active Rain member (Russell Ray) and is no longer on this platform. He reblogged several posts of ours.  I was also the first commenter on Roger Mucci's post (also no longer on this platform).  This began our active journey on Active Rain.

 

By 2012, we started seeing social media fatigue.  Many of the real estate social media sites were dying and going off line for one reason or another. Some of the sites were hacked, and the owners abandoned them.  The hacking generated all kinds of spam mail for us, so much so that we had to change our email addresses, and phone number.  We also noticed that all kinds of weird followers and unsavory postings by our "so called" followers. We started "unfriending" and "blocking" many.

 

Among our friends of all ages, we noticed them withdrawing from social media stating that they wanted to have human contact rather than electronic contact. Those professional working in the tech world started to shield their children.  Locally, (Santa Barbara County) law enforcement agencies visited schools warning kids and parents of the potential dangers involved with social media.

 

People admitted that consumers of products and real estate were seeking out more original and authentic experiences, than those available on line. They felt that they were missing out living a real life.  Some were referring to this phenomenon as the Digital bubble.  With all the different ownership sales and transfers, we also saw a diminishing Active Rain membership.

 

Stay tuned to Part 2...the conclusion or why we are still here on Active Rain? The cat definitely wants out that bag!  Here is the link to Part 2!

Enjoy

 

Posted by

Written by Ron & Alexandra Seigel-

 

CAN YOU STATE HOW YOU ARE DIFFERENT AND BETTER THAN YOUR COMPETITION IN LESS THAN 30 SECONDS?

 

ABOUT:  Luxury Real Estate is a high stakes game. Commissions are substantial! We help luxury real estate professionals get to the listing table more often and win listings more frequently.  If you want to be the market leader, the personal or company brand that your target market thinks of first and refers most often, you need an Elevator Statement to accelerate the process.  We can get you there!

Your Elevator Statement is a succinct and persuasive summary of your extraordinary promise of value, your unique selling proposition.  In a time-starved world the attention span of your target market is shrinking.  To instantly convey what sets you apart from the crowd you need to be able to answer EACH ONE of these 3 questions in less than 30 seconds.: 1) What Do You Do?; 2)  How Do You Do It?, and;  3) How Are You Different?.  Can you state how you are different and better than your competition in less than 30 seconds?

Watch the video above to see and hear how we do it. 

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Rainmaker
1,179,250
Carol Williams
U.S.: I specialize in helping agents who have been in the business 2 years or less create a thriving business. - Wenatchee, WA
"Customized Mentoring & Marketing Services"

I will be waiting with bated breath for Part 2. 

Jan 09, 2019 07:39 AM #16
Ambassador
1,708,258
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

I'm also anxious to hear Part 2 - Bernie is really wondering if AR is still a platform that provides value to our business. It's a fair question. I think it does, but admit, at times, it feels quite onerous to keep up - naturally, I cherish the connections. 

Jan 09, 2019 08:17 AM #17
Rainmaker
4,098,704
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Debb Janes EcoBroker and Bernie Stea JD I don't know what is left in the real estate social media platform world.  I used to also post on Bigger Pockets , and abandonned it when they started promotion the no down payments schemes for investing..with the pictures of the happy investor sipping umbrella drinks by the pool.  Sometimes, like Bernie I wonder, and I promise I will discuss that in tomorrow's post.  A

Jan 09, 2019 08:50 AM #18
Rainmaker
4,098,704
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Carol,

I think I should have it finished by tomorrow.  Wishing you a great Wednesday. A

Jan 09, 2019 08:50 AM #19
Rainmaker
4,098,704
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Brian England Love your term "cliffhanger", I am not sure it fits the category.  A

Jan 09, 2019 08:51 AM #20
Rainmaker
4,098,704
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

James Dray I have no idea what makes a feature on AR.  It does not matter, or does it?  A

Jan 09, 2019 08:53 AM #21
Rainmaker
3,085,063
Michael Jacobs
Pasadena, CA
Los Angeles Pasadena 818.516.4393

Hello Alexandra and Ron - and the world continues to evolve/change. . . .

Jan 09, 2019 09:07 AM #22
Rainmaker
4,694,683
Gabe Sanders
Real Estate of Florida specializing in Martin County Residential Homes, Condos and Land Sales - Stuart, FL
Stuart Florida Real Estate

OK, I'm hooked and waiting for part 2.  Even though the cat looks pretty happy inside the bag.

Jan 09, 2019 10:35 AM #23
Rainmaker
4,098,704
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Michael Jacobs Change is the only constant, and every moment is a change.

Jan 09, 2019 11:28 AM #24
Rainmaker
4,098,704
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Gabe Sanders I agree they like the bag until they hear you filling their bowl with some of their favorite crunchies.  A

Jan 09, 2019 11:29 AM #25
Rainmaker
115,825
John Henry
John Henry Masterworks Design International, Inc. - Orlando, FL
Residential Architect, Custom Home Design

Wow, what a great story relating to your social media adventure!!! Can't wait to read the second part!!

I thought this was special: They felt that they were missing out living a real life. 

Jan 13, 2019 04:20 PM #26
Rainmaker
4,098,704
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

John Henry as one of the people I talked to, said, I want to hold and cuddle my best friend's baby, not just see pictures...life is so precious.  A

Jan 14, 2019 02:13 PM #27
Rainmaker
162,521
Melissa Spittel
Coldwell Banker Residential Brokerage - Westminster, MD
"Achieving Results Together "

Looking forward to reading your Part 2. Active Rain doesn't rank on Google like it used to. But I renewed for another year recently and am interested to see what changes occur during 2019.

Jan 15, 2019 06:39 PM #28
Rainmaker
605,156
Mike McCann - Nebraska Farm Land Broker
Mike McCann - Broker, Mach1 Realty Farmland Broker-Auctioneer Serving Rural Nebraska - Kearney, NE
Farm Land For Sale 308-627-3700 or 800-241-3940

Good info and a lot of similarities to  what I did (or did not do).  I have embraced digital marketing and have had great success...but not as great as good old fashioned postcards until 2018 and then social media and electronic ads overtook paper for me.  But I prefer face to face when possible!  ps. I had one of my clients babies in my arms this afternoon...beats the hell out of seeing a picture on the internet!!

Jan 15, 2019 06:43 PM #29
Rainmaker
1,449,216
Amanda S. Davidson
Amanda Davidson Real Estate Group - Alexandria, VA
Alexandria Virginia Homes For Sale

Alexandra, I'll be poised and waiting for your next post - possibly borderline stalking your blog. I really enjoyed reading your experience with social media over the last 10 years. I have been struggling with the amount of time I spend on AR and have come to the conclusion the relationships is the only thing that keeps me coming back. A vast change for the reason I initially signed up. 

Jan 16, 2019 06:20 AM #30
Rainmaker
4,098,704
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Melissa Spittel Active Rain does not rank as high as it used to on other measuring sticks.  The relationships here do that we have made.  Here is the link for Part 2.

Jan 16, 2019 11:56 AM #31
Rainmaker
4,098,704
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Gabe Sanders Here is the link to Part 2

Jan 16, 2019 11:57 AM #32
Rainmaker
4,098,704
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Mike McCann - Nebraska Farm Land Broker thank you for your comment.  I loved hearing about holding your client's baby.  What a thrill.  Wishing you a very successful 2019.  A

Jan 16, 2019 11:59 AM #33
Rainmaker
947,852
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

You are wise to have started when you did, to experience, write, share, and gain followers.  Can't wait to see blog #2!

Jan 16, 2019 07:46 PM #34
Rainmaker
4,098,704
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Jan Green Thank you for the nice words, and here is the link to Part 2.  Here is the link to Part 2!

Jan 17, 2019 01:10 PM #35
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