This is the follow up blog post to my presentation to Sutton REALTORS®: How To Really Use Social Media. Here is the talk part of my presentation, approximately 8 minutes.http://www.vimeo.com/4831740
- How to Really Use Social Media Keynote Slides (PDF)
- Homework for How to Really Use Social Media (PDF)
Since I started my real estate technology training workshops I realize that REALTORS® seem to ask the same questions. I get a lot of questions like this “how do I use technology fad X”?
I use ‘technology fad’ because my top three questions are usually:
- How do I use Twitter?
- How do I use Facebook?
- How do I blog?
However, what I think REALTORS® are really asking is this:
How do I get more leads from the Internet?
The answer is simple.
- Have conversations with people (twitter, facebook, blogging). This is social networking.
- Provide useful information for free. Blogging is the easiest way, but you can do an old school website too.
Just give me the answer…
I was having a coffee/one on one training with Leilani Fong (web/@leilanihomes) a few days after the presentation. Leilani is a REALTOR®, young, smart and enthusiastic about taking her marketing 100% online.
The enlightening part of the conversation is when she demanded, “just tell me the answer” and in frustration I blurted out “if I answer that you’ll just ask me more questions”. Since Leilani was the second person this week to essentially demand the answer from me I finally realized that explaining how the technology works was an ineffective approach to teaching.
Most people don’t care about how the pizza is made. They want this: order, pay, eat, satisfaction. Skip the process, the history and the culture and just give me the pie.
So what they are really asking is.. what can I buy to get online marketing?
Well that is fairly easy to answer:
- Online ads. Banner ads, Google AdWords, advertise on yahoo, on other people’s websites.
- A web site from a real estate website builder. They’re plenty of them.
- Hire an online marketing company.
- Hire a web developer, a graphic designer and have them work on your web brand.
- Hire a content writer to write and blog for you.
- Hire an SEO company to optimize your web site.
There are lots of company’s that provide those services. I’m know they’re more than happy to have your business. If you’re happy about their results that’s value. Why wouldn’t you do it?
Well, in my first presentation about how the Internet is Changing Real Estate, I said that the net has made communication cheap. It has made it accessible to anybody not just the people with large marketing budgets. So the point of taking your marketing online is to get the same number of leads for less money. You can do it yourself.
However, going online is challenging right now for people with limited knowledge. Training out there is limited and expensive. Getting somebody else to do it for you (just give me the pie) is expensive but it’s better than nothing. The return on marketing online just isn’t there for most people. Even more sad is that the results all still suck, consumers are still unsatisfied and REALTORS® are still confused. There must be a better way.
Maybe I should throw out the disclaimer that the opinions on this blog are mine and not my employers. (heh).
Is there something better?
Yes. I’m working on it. It’s not ready yet but the core values are (alpha version):
- 100% online only marketing. Save the trees.
- Training. Lots and lots of training and information. We enable. We’ve embraced technology and learning.
- Better and more information. Set a new standard for quality and quantity.
- Open data. Reciprocity and VOWs are user unfriendly. User unfriendly sucks. If you want this listing in XML, in JSON, in ATOM, just add .xml, .json or .atom to a clean URL. If you want all of our listings, here is a RESTful API. Steal from Twitter’s API.
- More people makes the system richer for everybody. More is more!
- For people who believe in the same thing. Don’t worry about catering to everybody.
- Usability. Empower REALTORS® to do their own online marketing.
- Valuable. Price is what you pay, value is what you get. I want you get lots.