AgentBrokerage

The Snapchat secrets behind this agent’s social-media success

Sereno Group, the no. 4 player in the Silicon Valley real estate market, talks about its progress on social media after 10 years in the business.
  • Snapchat can be used to make a human connection with clients -- show them a day in the life of a real estate agent and the work involved.
  • It can also be a tool to connect agents with other agents -- or as an intra-brokerage communication platform.

In 2006 -- even in Silicon Valley -- brokers were having serious conversations about this new Facebook platform and whether it was relevant to their business.Saratoga childhood friends and neighbors Ryan Iwanaga and Chris Trapani set up their real estate company, Sereno Group, in 2006 -- and they decided they should look into it.Ten years on, they have grown from 30 to 275 agents -- with nine offices from Santa Cruz to Los Gatos to Palo Alto -- and a sales volume of $4.2 billion in 2015.Today, Facebook is a given. The new social media names being talked about are Instagram and Snapchat."Everything, the whole business and how you market yourself, has changed," said Iwanaga."I know that with the younger set who grew up with it, it’s the reality. For us coming from the old model of brokerage ... it's a new opportunity," he said.The two Sereno Group founders have taken pains to build a collaborative, philanthropic company culture -- the better to compete agai...

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