Savvy Marketing; Is it Time For Social Media Digital Detox?

By
Services for Real Estate Pros with Napa Consultants DRE00893924

Is it time to review your real estate marketing, and embark on a social media digital detox? Is it time to give up on the Google bots, writing those 1000 word posts filled with key words to emphasize your Google worth? Let's get real here, no human really wants to read those posts.

 

Perhaps it is time to create a style that reflects your genuine personality, and emphasizes your brand essence. That is what attracts people to work with you and become your loyal referral base.

 

Some of our most successful clients are experiencing a banner year in their luxury and other niche real estate markets. Yes, there is a frenzy of buyers and slim inventory, low interest rate that has only fueled and added to their success .

 

However, prior to the latest rush to buy a home, their businesses continued to thrive throughout the years. The majority are not, nor have they been social media oriented. They may be on Facebook privately with a family or friends group.

 

They are focused on where their business is coming from, and are constantly strenghtening these avenues. They see no point in Twittering about their latest listing, let alone having it appear on Instagram...

 

Outside the real estate world...

 

The pandemic hit the luxury retail industry hard. One of the biggest luxury brand group reported an 84% loss in profits. So naturally, everyone looked to creative avenues to regain buyers.

 

This past week, one of the luxury publications we read cited a case study, where a luxury brand solution focused on their social media audience. Keep in mind that the luxury brands have some of the best staffs and creative souls on their social media payroll.

 

This company focused their energies on increasing their social media presence. Their staff created fun, lavish outreaches with video games, virtual shows, movie shorts with stars, and creative virtual interactive events.

 

This company became known as "the most popular company in the luxury sphere." Their social media numbers skyrocketed and went through the roof. However, their profits were down 10% from the previous quarter!

 

The other firm took a drastic approach to social media. They went dark and completely withdrew their communication from all social media. Instead they focused on their existing pool of customers.

 

This was done with on-line announcements to their exisisting buying sphere, which significantly increased as a result. They emphasized their brand essence, not their social media wow! The results spoke for themselves. This firm's quarterly results were 10% up from the previous quarter.

 

Another luxury firm invested millions designing a fashion brand around a popular icon whose social media presence is over 250 million individuals. In the whole scheme of things, they did not bother to study the psychology of that audience. It was a failure!

 

Would this icon's followers be able to afford those 6 inch stilletos for $850? Or the matching bag for $3,000? The likes and the thumbs came in approving of the styles. Very few bought. The firm closed the company, and there is talk that they are planning to create a skin care brand instead.

 

Other than this platform and our own website, we have long been quiet on social media. We detoxed years ago, and our business has done well, and new avenues have emerged.

 

We have learned, it is not about your social media numbers and ranking on Google, it is about your brand essence. That is what attracts business to your door!

 

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Written by Ron & Alexandra Seigel-

 

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

 

 

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—Ron & Alexandra Seigel, Managing Partners

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— Ron & Alexandra Seigel, Managing Partners 

 

Comments (31)

Anna Banana Kruchten CRS, CRB, Phoenix Broker
HomeSmart Real Estate BR030809000 - Phoenix, AZ
602-380-4886

Hi Ron and Alexandra if there is one thing I've understood even more this past year is the importance of focusing on our home base and caring about all of them.  They could't care less about where we rank or don't rank on SM. What they do care about is knowing we go above and beyond on many levels.....not just real estate transactions. When one of our sphere of people calls or texts, it's important. That is what I focus on.  Really great post!

Mar 30, 2021 10:24 AM
Ron and Alexandra Seigel

Anna,


Amen, that is exactly what our clients do.  Somehow, people in real estate have not realized that they do not need the whole world to know about them in the World Wide Web...just their local market.  I was referring outside of real estate to three international brands, and they are finding out the same thing.  Thank you for your kind and thoughtful words.  A

Mar 30, 2021 11:09 AM
Shannon Jones
The Shannon Jones Team - Long Beach, CA
Long Beach CA Real Estate

I absolutely agree that authenticity is important! We are moving away from curated feeds and more towards being your true self online.

Mar 30, 2021 11:15 AM
Ron and Alexandra Seigel

Shannon,


Well said on curate feeds designed to sell us something for the most part. I think we are entering the emperor's new clothes phase.  A

Mar 30, 2021 12:53 PM
John Henry, Florida Architect
John Henry Masterworks Design International, Inc. - Orlando, FL
Residential Architect, Luxury Custom Home Design

We’re living in a real Charles Dickens moment. It is either the best of times (there’s never been more “content” about the built environment, some of it very good, some of it less so), or the worst of times (thousands of outlets, big and small, are competing for everyone’s finite attention spans, making it increasingly difficult to “monetize” that content). Either we’re in what passes for a golden age these days, or we’re witnessing a weird digital game of perpetual fracturing.

a quote from Martin C. Pederson

Mar 30, 2021 12:10 PM
Ron and Alexandra Seigel

John,


I like the quote, and I really appreciate the Charles Dickens analogy, it is the best of time for the evironment...our ocean front always has been clear, but not it has reached crystal clear.  And I am hoping that more people are seeing through all the bull and media junk that has been part of our world.  A

Mar 30, 2021 12:55 PM
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Well done, Ron and Alexandra- There is a company that Larry goes to for household items. He looked forward to their weekly flyers and would often find items he needed. Last year, they decided to drop the flyers and market strictly on the internet. I asked if this was because of the virus but their response was that was how they were going forward. We have not been as much since then. It's not that we aren't comfortable with the internet but it's a lot easier when the marketing comes to you. 

Mar 30, 2021 03:30 PM
Ron and Alexandra Seigel

Kathy,


I understand, and sometimes people are lured by the promise of the Internet "saving" the money, and getting rid of human effort.  That human touch is essential to keep the business going and keeping custtomer engagement.  A  

Mar 30, 2021 03:40 PM
Wanda Kubat-Nerdin - Wanda Can!
Red Rock Real Estate - St. George, UT
So Utah Residential, Referral & Relocation REALTOR

It is best to step back and take a look at what works and what can be let go or when to change course, Ron and Alexandra. At this point, less is more for me and that means showing up less on Twitter and other social media sites that gain no ground in my overall success.

Mar 30, 2021 04:08 PM
Ron and Alexandra Seigel

Wanda,


Well said, in the beginning of social media, I remembered how proud we were to be #1 on Google,  only to realize that it did not bring us any business.  A

Mar 31, 2021 07:51 AM
Steffy Hristova
HomeSmart Elite Group Tempe AZ Tel: 480-966-9353 - Tempe, AZ
Tempe AZ Realtor - Your Home Close to Your Work!

I am glad you are reminding us to focus on the real interraction with people we are serving or trying to serve. Always a good idea, and I always enjoy your brand insights!

Mar 30, 2021 04:55 PM
Ron and Alexandra Seigel

Steffy,


Bottom line comes back to people.  A

Mar 31, 2021 07:52 AM
Kris Collis, Associate Broker
Smart Way America Realty - East Stroudsburg, PA
Professional Results you Expect 570-801-5525

The company with social presence down 10% could have avoided that mistake by hiring you. Hope they learned their strategy wasn't working, their sales went the wrong direction.

Mar 30, 2021 09:32 PM
Ron and Alexandra Seigel

Kris,


They would have to change their stable datum which is social media does not drive sales.  A

Mar 31, 2021 07:53 AM
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

I think good detox as well worth the effort you put into it like anything else

Mar 30, 2021 11:53 PM
Ron and Alexandra Seigel

Laura,


We agree, and like everything else, it takes time to get the message.  A

Mar 31, 2021 07:54 AM
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

Sorry for the typos. The editor isn't working very well on here please forgive me

Mar 30, 2021 11:54 PM
Ron and Alexandra Seigel

Laura,


No apologies needed.  The AR site is a work in progress.  A

Mar 31, 2021 07:55 AM
James Dray
Fathom Realty - Bentonville, AR
Exceptional Agents, Outstanding Results

Morning Alexandra.

I learned long ago, about social media. If you call my posts which I link to FB and Linkedin, then yes I'm into social media.

Mar 31, 2021 12:12 AM
Ron and Alexandra Seigel

James,


I love your style, and I look forward to reading your daily posts. A

Mar 31, 2021 07:56 AM
Ken Jones
Kenneth J. Jones, Inc. - Rahway, NJ
Commercial Real Estate Broker & Appraiser

After a few years of social media involvement, I found that there's absolutely no benefit to my business by being a "social butterfly." In fact, if being on social media did anything, it damaged my credibility because I was lowering myself into the pit of the emotionally unstable.

That's because I discovered that social media is merely for attention hogs; something needed to support the ego of the insecure and narcissist.

I've since removed every social media account from every platform other than LinkedIn which is next on my list as it's becoming nothing more than Facebook for business weirdos.

Finally, once I turned my efforts back to my traditional methods of developing leads (phone contact, direct mail solicitations, etc.), I found the level of my business activity took off like a shot.

Social media has its place in the world, but not in my world.

Great post!

Mar 31, 2021 03:44 AM
Ron and Alexandra Seigel

Ken,


Thank you for that comment.  We agree with you, and at some point more people will realize that in marketing this is not the optimum venue. A

Mar 31, 2021 07:57 AM
Carol Williams
Although I'm retired, I love sharing my knowledge and learning from other real estate industry professionals. - Wenatchee, WA
Retired Agent / Broker / Property Manager

I can be wordy with the best of them but I hate those 1,000-word posts full of fluff... so I never wrote them.  I always tried to be true to myself and focus on MY audience.

Mar 31, 2021 04:43 AM
Ron and Alexandra Seigel

Carol,


Being wordy is good for college papers as far as I am concerned, and I did plenty of those during the days as well as in grad school.  Those lengthty posts that say nothing  are worst than watching paint dry!

Mar 31, 2021 07:59 AM
Roy Kelley
Realty Group Referrals - Gaithersburg, MD

Good Wednesday morning.

Take care, be safe and have a great day.

Mar 31, 2021 05:17 AM
Ron and Alexandra Seigel

Roy,


Thank you for taking time to comment.  We appreciate it.  A

Mar 31, 2021 08:00 AM
Tim Ventura
Digital Marketing Consultant - Blaine, WA
Digital marketing & technology consultant

Yes! I think we're all long overdue for a digital detox. Great blog & thoughts on this!

Mar 31, 2021 08:03 AM
Ron and Alexandra Seigel

Good Afternoon Tim,


Thank you for your comment.  We do need less noise and turbulence every where. A

Mar 31, 2021 11:39 AM
Sheri Sperry - MCNE®
Coldwell Banker Realty - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

Hi Alexandra, 

Another great piece to give us the opportunity to ponder the question of "social media detox".  My husband handles most of my social media and my website.  He just spent a few days looking for our old Coldwell Banker brand and replacing it with the new brand verbiage and logo.  He still has to do a "cleansing" of old blogs.  But most of the social media is designed to drive someone to my website.  Both of us realize that social media does not get us clients, especially luxury clients.  However, I have had many tech-savvy clients look me up on the internet to find a huge presence.  They were impressed with that.  Luxury clients and sellers want to see how you market and syndication and internet presence do matter to them.  

Mar 31, 2021 09:53 AM
Ron and Alexandra Seigel

Sheri,


When you consider the number of people who can afford luxury homes, you are dealing with a much smaller crowd.  This is especially true of homes above 5 million.  They do appreciate tech savvy, but they are more focused on marketing.  S

Mar 31, 2021 11:43 AM
Margaret Goss
Baird & Warner Real Estate - Winnetka, IL
Chicago's North Shore & Winnetka Real Estate

I have pulled away from social media too - I do just enough for people to see I'm still kicking.

But I do wonder if we (you and all of us commenting) are too . . . old? Have we realized it doesn't work for us because we don't really get it. My daughter sends me Tic Toc videos that I don't even understand. How can I possibly communicate with that generation on social media?

So we leave because it's not practical for us but I don't think the Twitters and Facebooks will suffer as the younger generation ages because it's such a fabric of their lives.

Mar 31, 2021 10:37 AM
Ron and Alexandra Seigel

Margaret,


Anecdotal observation is showing us in our area that the kids are pulling away from social media.  The guy who was showing us all the new tech gadgets of our new car was citing all the safety and privacy issues that were uppermost in his mind when it comes to SM.  A

Mar 31, 2021 11:45 AM
Chris Ann Cleland
Long and Foster REALTORS®, Gainesville, VA - Bristow, VA
Associate Broker, Bristow, VA

The effort is transparent when you see folks blogging just for keywords with not much to offer outside of a desire to be "ranked."  And the ignorance of who you are marketing to is a BIG one for folks.

Mar 31, 2021 11:19 AM
Ron and Alexandra Seigel

Chris Ann,


This ignorance is prevalent in big international and national companies.  The star I mentioned who has 250 million followers cannot afford the products.  The same is true with luxury homes, will someone seeing it on Instagram, call the agent and want to see it ?  A

Mar 31, 2021 11:48 AM
Patricia Feager, MBA, CRS, GRI,MRP
DFW FINE PROPERTIES - Flower Mound, TX
Selling Homes Changing Lives

Yes! What it really boils down to is "your brand essence." If you're not a Broker, it's about branding yourself, and not the Broker. Great article!

Mar 31, 2021 01:56 PM
Ron and Alexandra Seigel

Patricia,


Thank you for your perceptive comment.  We appreciate it and wish you a wonderful day and month.  A

Apr 01, 2021 06:52 AM
Jeff Dowler, CRS
eXp Realty of California, Inc. - Carlsbad, CA
The Southern California Relocation Dude

You've made the case so well, with your examples, for focusing on what brings you business and not relying on social media, especially if you have evidence it's not working. Depends on the person, I suppose, and the niche!

Jeff

Mar 31, 2021 09:47 PM
Ron and Alexandra Seigel

Jeff,


So much time taken up by social media, and it is sad that it does not produce anything for the majority.  If one is selling a great widget for $19.95, it is great!  A

Apr 01, 2021 06:54 AM
faye schubert
Branson, MO
Living the Branson Lake Life

So glad to see this post! The last 3 years, I've seen minimal effect to utilize social media marketing or marketing specifically for Google positioning. 

Apr 01, 2021 06:53 AM

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