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”Our industry has been reluctant to embrace new concepts and ideas. Traditionally, we haven’t adapted quickly,” says Hanks, a social media guru, member of ResortAuthority.com, and RE/MAX agent in Denver. “We have to get beyond seeing this as a piece of new technology we can do without. Social media represent a cultural shift in how people gather information, how they interact, and how they make major life decisions.”
Brad travels throughout North America helping real estate agencies develop their on-line marketing strategy. “Everybody has a website now. We’ve got that covered. But a website is static. It’s just sitting there. The next step is to get engaged in conversations.”
It’s a mistake, he says, to assume that because you have a LinkedIn profile and a page on Facebook that you’re doing social networking. It’s not enough to join the network. You also have to get involved.
Jason Donn, co-founder of eRealEstate.com, Brad Hanks, and Russ Saboe, President for the Flagler County Association of Realtors.”I hear from REALTORS® all of the time about how they joined Facebook and LinkedIn and created profiles on several real estate social networks and it was a complete bust. ‘I got nothing,’ they tell me,” says Hanks. “You got nothing because you gave nothing. They call these networks ’social’ for a reason. You have to socialize to get any value from them.”
Brad preached his gospel to RE/MAX of Whatcom County in Bellingham, Washington. Lori Reece, broker/owner got the message. “The social networks give us a way to get to know people on a much deeper level. The better you know people, and they know you, the more they trust you, and the more they will recommend you to their friends.”
Reece sees the lines between business life and personal life blending with the advent of social media. “I have used the networks to connect with my agents and put together a stronger team. Once you get out there and try it, these things can be a lot of fun.”
Toni Nelson, who is the director of strategic initiatives for Prudential Gary Greene in Houston, saw the light when Brad suggested the old way of selling was evolving. “In real estate we’ve always been direct. We ask somebody if they want to buy or sell a home, and if they don’t, we move on. The new model says go more slowly. Listen in on the conversation. Offer something of value. Nurture relationships over time.”
Toni has created an on-line media room in which the agency posts a series of trends about Houston real estate. She then goes into her LinkedIn and Twitter networks and posts an announcement about the new entry in their media room. “Everybody has an interest in real estate, one way or another. We capture their interest and steer them to our website. It’s not a direct sales process, but indirect and interactive.”
It’s the indirect and organic nature of the social media that Hanks values the most. You may not see a direct or measurable impact on your business for awhile, but you will be able to help people in all sorts of valuable ways that build loyalty and help everybody succeed.
Brad is excited to see social networks evolving and specializing. As a member of ResortAuthority.com, he likes the way it breaks down traditional barriers regarding location. “ResortAuthority.com is the perfect application of social media tailored to a specific business objective. I like the way it creates relationships that weren’t there before. It allows any REALTOR®, anywhere to introduce his or her clients to the world.”
