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Be strategic with real estate content

Know the difference: people vs. leads

Last week I got a call from someone who was completely overwhelmed with all of the technologies that are seemingly "must do" for real estate. This isn't uncommon. In fact, it's a really common call for me. You see, there are so many bits of new and shiny technology out there to try. And there are so many voices pitching and testimonializing and "must-do-ing." The end result: feeling swamped and not knowing where to begin, or what is most important in a digital communication strategy. I'm as guilty as anyone in this regard -- probably more so since I began writing this column. The person on the other end of the phone was an agent. She didn't have a website but was paying for an email newsletter program -- one of those cookie-cutter, regurgitated, national-real-estate-trends-content things. She wasn't getting leads from it. This didn't surprise me. There were a couple of large problems with what she was doing and how she ended up where she was. The ema...

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