by Brian Brady
Commercial Real Estate Finance Expert
Structured Debt and Equity
Licensed Real Estate Broker in AL, CA, and FL
From Constant Contact:
ConnectUp!SM Poll
| Do you have an online profile that you keep current on networking sites? | ||
|
Less than 4% of the Constant Contact community polled (a tech-savvy group of entrepreneurs), claimed to use anything other than Facebook or LinkedIn (not limited to but including Twitter). Twitter’s been around for over three years and while it’s an awesome service, the hoi polloi just ain’t using it. This means that potential homebuyers aren’t using, what Greg Swann once called “modern-day CB radio”.
I caught hell from my buddy Todd Carpenter for my defection from Twitter to the glamorous world of Facebook.
Nota Bene: Neither Todd nor I sell houses to the public.
I recognized that while 140 characters is beautiful in its simplicity, all the world loves a winner. In my opinion, Facebook is, without a doubt, the best social network to brand yourself today. That’s where alll the customers are….and that’s where soccer moms are headed en masse.
Why is Facebook growing in popularity? I call it Twitter with pictures. Take note of that last word; pictures.
From my question on LinkedIn:
Which is the most useful tool, on social media, to engage your audience and create offline conversations? I’m most interested in how you engage the community with an intent to start an offline conversation. (ie- Answers on LinkedIN, Twitter, Status bar on Facebook). Have conversations, started online, resulted in offline sales/deals.contracts, etc. ? I would consider a weblog a social medium
When asked how many transactions were generated, directly from Twitter or from relationships forged on Twitter, there was silence. There was talk about the POTENTIAL of Twitter conversations and the wonderful relationships from Tweet-Ups but no transactions (from REALTORs). Okayfine.
Let’s see what IS working, from the pros who answered the question. Here’s Teresa Boardman, who says she loves Twitter… BUT… watch what results in money for her:
However I’ll mention Flickr because it isn’t on your list and it has been a great tool for meeting people off line. Conversations start online through the groups I belong to and they go offline when we meet up for photo walks or talk to each other about photography or places to take photos. I have had transactions with people I have met through flickr and have gotten referrals through flickr members. Often I find people through Flickr and hook up with them on twitter and facebook and I always check to see if people I meet on twitter have flickr accounts. Everything links back to my blog. It is still the center piece of my internet presence.
Teresa told me this last summer, on Agent Genius. I often miss the simplest but effective ideas because I, like you, can be distracted by the bright red ball on the shelf. I highlighted (in bold) her money statement because I want you to see what IS working for Teresa. Check out her blog, which she calls the “center piece of her internet presence”; it’s riddled with pictures.
Check out CyberProfessional Linda Davis’ answer:
My vote goes to Flickr. It isn’t just a bunch of real estate people talking to each other. It is so much more than a place to store or organize photos.As an early adopter of Flickr, I’d recommend reading “How to Use Flickr – The Digital Photography Revolution” by Richard Giles. It is a good resource but also talks about the history of Flickr which is a pretty fascinating read.
Linda’s blog is strewn with pictures, as well. Pictures are the porn of real estate and pornography sells. More importantly, pictures attract; that’s what makes Facebook so irresistable- it has pictures. When I communicate with people, through their status bar on Facebook, I ALWAYS click-through to the pictures.
Leigh Brown, who sells real estate in Charlotte, NC, was raving about her new haircut, on Facebook, yesterday:
Leigh is loving my new haircut!! thanks, aleshia!
I clicked through and thought, “Yo, Leigh! Can I get a picture?” Two others felt the same way. I’m not saying this to embarass Leigh but to illustrate the curiosity we all have for the visual. Even serious books have picture sections in them and we always look at the pictures before we even BUY the book.
Pictures still sell.
Missy Caulk says:
…I’ll stipulate on photos. On social networks I think we all have to find our niche or where we enjoy being. I join just about everything that comes along, but spend time on just a few.
I do like Twitter, and I get answers to questions or help really quick.
I like FB more all the time since I just reconnected with people from college so that has been fun.
I also like Ning and have joined several conservative networks on there that have nothing to do with Real Estate.
Just my two cents. Merry Christmas, Brian.
December 20, 2008 — 4:36 pm
cindy knight says:
Hey Brad I agree with the photos being impt. I recently just saw a post by Lenn Harley taking about using pics and how to use them. Being new to this I will start using them more.
December 20, 2008 — 4:40 pm
Greg Swann says:
I was late to your LinkedIn party. My apologies.
My take: Nothing sells houses like houses.
Your question was interesting to me because I’m largely indifferent to talking to people without a purpose in view.
Talking to a lot of people, individually? Meh… I like talking to people in groups, and I’ve made lots of money doing it.
Talking to people who might bring me business? That strikes me as a deceptively busy form of sales call reluctance.
Talking to clients and talking to people who can help my clients close on actual transactions? That’s what I get paid to do.
That’s not all I do. If it were, I’d make more money. But I think it’s important to understand that money only comes from closed transactions. The farther removed your conversations are from the cash register, the less likely you are to get paid.
December 20, 2008 — 4:54 pm
Maureen Francis says:
Best of both worlds is Twitter feeding to Facebook. “Real people” respond to my status updates on Facebook. A mix on Twitter.
I have actually picked up clients from Twitter, so maybe I am an exception to the rule. My Twitter strategy is to connect to locals. The interesting thing to watch, is how these locals have started following other members of the RE.net. Makes the conversation interesting.
December 20, 2008 — 5:05 pm
Brad Coy says:
Pictures do sell indeed, yet why are so many agents still picture shy with their marketing?
My complete comment just turned into a post. More to come later, but my first curiosity is why should it be and either-or if more than one utility serve your niche of business?
My opinion after using some of these tools with success, is there has never been a more important time to get ahead of the curve with your focus. FaceBook has arrived and I am finding more and more friends and clients adding me to their network than ever before.
Understanding how to leverage the use of a social utility is both simple and complex at the same time. Thanks for continuing to bring questions to this conversation again and again.
December 20, 2008 — 5:46 pm
Brian Brady says:
“On social networks I think we all have to find our niche or where we enjoy being”
Food for thought, Missy:
I like ESPN but my customers watch Food Network. Which would be a more effective place to deploy my marketing budget?
“FaceBook has arrived and I am finding more and more friends and clients adding me to their network than ever before.”
Brad, you were an early adopter on Twitter and someone who has had success there. Can you tell me if the Facebook strategy has worked better?
December 20, 2008 — 7:28 pm
Brad Coy says:
> Can you tell me if the Facebook strategy has worked better?
I don’t know that it has. I have successfully worked with people that have initiated contact with me on FaceBook. Even so, In the past I have had a lot of apprehension about using Facebook due it feeling more static.
That has changed recently IMO with the introduction of new functions which allow for more conversation and engagement. This, and the fact the the subject of “Facebook” was the topic of conversation at 3 different holiday parties I went to recently, have changed my mind about it completely. Heck, about a year ago, I would go weeks without logging in. Now I get messages on my BB everyday.
On a side-note, my wife is a Facebook noob herself who teaches Yoga. Brand new to the whole idea, I have helped her set up a presence and a group that has gathered her 43 members in one week. I’m encouraging her to use this as a side-arm to her conversations in helping her gathering a following. Has anyone seen a group on Facebook that has a lot of activity and/or success? It seems that all those I’ve seen are static silos.
December 20, 2008 — 8:55 pm
Jeff Brown says:
E=MC² is less complex than the way real estate agents conspire to avoid what actually gets their bankers smiling.
I’ve been on Linkedin but haven’t found it either particularly productive or user friendly. Of course it could really be it’s not computer-moron friendly, but that’s another subject altogether. Not on FB because I’ve frankly thought it was a mirage. Looks pretty, puts a smile on your face, but not much else. Maybe I’m mistaken, we’ll see. I know Brian sure makes it work.
I’m like Heckle and Jeckle meets Woody Woodpecker on crack though when it comes to twitter. As I told Brian today, I’ve treated twitter like a farmer would his field, and the crops are now just peeking through the soil. I’ve met an impressive number of very effectively intelligent agents and lenders, who’re exactly my target market. They’re wicked fun to interact with to boot. I’ve also been headhunted by groups handing me solid projects to analyze, one of which really has my rapt attention.
If twitter wasn’t producing, I wouldn’t spend time doing it, period.
I’m with Missy, though I don’t need to like it to be there. I’m about results. Still, twitter’s offered the bonus of being truly social in nature. But back to Einstein’s theory.
Social media marketers — take a step away from the keyboard and truly assess your results, especially as it relates to the time spent per site. How do the dollars in vs the time spent compare to your blog, website, and offline marketing efforts when it comes to bank deposits?
I thought so.
As Brian left twitter for FB, I’ll drop twitter in a heartbeat if the ‘green’ I now see bursting through the soil withers and dies. I don’t expect that to happen. I look at twitter much the same way as email drip marketing. (or whatever it’s called)
In the end? The bulk of my income still comes from the same two sources it has for quite awhile now. Offline efforts and my blog/website. I’d love these others to be a strong third, but it’s too early to tell.
December 20, 2008 — 8:58 pm
Brad Coy says:
> If twitter wasn’t producing, I wouldn’t spend time doing it, period.
I’m happy to hear that at long last. Always knew you were a natural, Jeff. Here’s one for you.
The bulk of my business comes from walk-in traffic to my office. Online efforts being a closer 2nd is what I’m banking on looking forward.
December 20, 2008 — 9:28 pm
Jeff Brown says:
Brad, you may be one of only a handful nationally who could make that statement. (walk-ins) I’m with you re: looking forward. It’s like when fuel injection made it’s first appearance. It was years before it was the only method used.
December 20, 2008 — 9:39 pm
Thomas Hall says:
Brad – great post. For me, what is key to using social media tools is to understand what you intend to gain from each tool – the outcomes are not always the same.
I use Twitter to connect with my colleagues and other people who work within or influence by business sphere. I have gained an enormous amount of information regarding how my peers use tools – what tools they use etc. I don’t look to Twitter as a tool that will provide prospects.
I am completely on the fence regarding Facebook. I use it primarily to stay in touch with my family and my kids – honestly, I think the tool needs to “grow-up” for me – just my take.
December 20, 2008 — 11:10 pm
Thomas Hall says:
Sorry Brian – I hate it when I type and then think. I meant great post Brian after reading Brad’s comments.
Time to bed
December 20, 2008 — 11:14 pm
Brian Brady says:
“The bulk of my business comes from walk-in traffic to my office.”
Burn that heathen ! He betrayed the code. Oh…but you’re actually focused on what PAYS you. Good for you, Brad.
“I hate it when I type and then think. ”
I do it all the time. 🙂
“Social media marketers — take a step away from the keyboard and truly assess your results, especially as it relates to the time spent per site.”
Time is money, no? Here’s the rub, We’ve ALL been experimenting; now it’s time to spend time on efforts that produce results. That’s the whole point of this post
December 21, 2008 — 3:02 am
J Boyer Maplewood NJ says:
I can see that I am going to have to do some more work on the social networking. I have started with facebook but am going to have to check out some of you ultra successful users of it to get some ideas.
December 21, 2008 — 1:43 pm
Kevin Schmidtchen says:
I have heard of many friends in various businesses putting social media sites to work for them. I myself find that LinkedIn and Facebook seem to have potential to attract business on a professional level. Interesting to read about the Flickr insights.
December 22, 2008 — 1:57 pm