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Mixing business with 'friends'

Letters From the Home Front

By Kris Berg, Wednesday, July 30, 2008.

Inman News

I am now accepting friends.

It became a little running joke at the Inman Real Estate Connect conference last week. For reasons known only to the sloppy vendor responsible for my brain's faulty wiring, I felt compelled during a panel discussion to publicly announce that I was, more or less, friendless. "I have 12 Facebook friends!" I blurted, and I was actually bragging when I said it. Having started the morning with a high "five" on my Facebook tally board (median age 16.8), I was feeling somewhat empowered.

My daughters know that I am constantly on a mission to "get it." While I still don't get how Facebook is going to further the pay-the-bills cause at Chez Berg, I figure I need to give it a reasonable try before it goes the way of the 846 other failed social networking attempts I have perpetrated. I suspect there is some critical mass that needs to be realized before I can cast the final vote, so onward I go. And the support has been overwhelming.

From my Number Two daughter this morning, I find this comment on my wall:

i like how a fifth of your friends are my friends.
but hey, 29 friends isn't bad!
keep up the good work :)

Now, clearly her "shift" key is broken, and I am a little worried about her math skills, but that's not the point. At least I am trying. And I'm not taking Facebook or my place on the social networking scene too seriously.

My life is one scary balancing act, and most days I feel like I am teetering on a high wire wearing swim fins. So many agents share their stories with us about having successfully capitalized on the vast offering of online marketing opportunities, turning social networking into big bags of business and wads of cash, and I have no doubt that some have truly been successful in their endeavors. But, we all have to pick and choose. One hundred percent of your business being derived online means that 100 percent of your time is being devoted to those activities. Yet, if all you do is mail your Recipe of the Month card, I suspect that all of your business is going to be Salisbury steak-related. No one approach is right or wrong; we each have to decide what is right for us.

Blogging has worked for me, but it is not for everyone, and I challenge you to question the authenticity of the "you are a pathetic loser if you don't blog" rhetoric. As a case in point, we were discussing multiple offers with a selling client last week, and one was slightly better than the other. The client informed us that they would be accepting the lower offer. Say what? It turns out they had performed a Google search on each of the agents. For one, they found nothing. As for the second, they found his blog on ActiveRain and immediately determined that they didn't want to do business with him. His tone was arrogant, they said. His posts were overrun with typos and poor grammar and disdain for the consumer, they mentioned. He was toast, and the agent who seemingly had no online presence whatsoever had a sale -- not because she was great at online marketing but because she didn't stink at it.

I can't do everything. I can't do everything because there aren't enough hours in my 28-hour day, and I can't do everything because I am simply not good at everything. Teresa Boardman rocks on Flickr. She rocks because she has a passion for photography and is very, very good at it. For me, to attempt to generate business through Flickr would be as productive as a door-knocking campaign on Mars. The nine photos I currently have posted there, photos I uploaded in a moment of weakness thinking it better to use their bandwidth instead of my own, look like they were taken in the coat closet at midnight wearing goggles. My gallery, therefore, falls short of being a compelling call to action. Teresa, on the other hand, belongs there.

Marketing on-line is no different than marketing on the ground. I would rather do three things well than two-dozen things haphazardly. There are more opportunities than any single person can implement, so we need to be constantly trying new things in order to determine what works. Your bus bench ad is my blog and is the next guy's print mailer. No one can tell you what is right for you but you.

Not everything in our lives is about making money, of course, and social networking can be just that -- social. But, if you are engaging online with the intent of growing your business, you have to be selective. Otherwise, you will make yourself crazy and neglect the activities which are most suited to you and your style. And, like any marketing activity, you have to let it season before you can really know if it is going to produce the desired result -- more business.

So for the moment, I am accepting friends. But this could be a limited time offer, so act fast.

***

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Copyright 2008 Inman News

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Submitted by on July 30, 2008 - 1:21am.

>But this could be a limited time offer, so act fast.

I immediately 'friended' you on FaceBook when you announced you only had 12 friends. Kind of felt sorry for you really. Now I'm glad I got in when I did. Great to meet you last week Kris :)

Brad Coy
VP and Realtor at San Francisco Real Estate Services
http://sfres.com/

 
Submitted by on July 30, 2008 - 4:52am.

What a loser! :) (loser like me)

Thanks for putting it all in perspective.
I don't "get" facebook at all!

I'd like to do some more on Twitter but @Kevin_Boer won't let me have any airtime!

Enjoyed meeting you last week at Connect

Matt Fagioli
Diamond Dwellings Realty
http://www.diamonddwellings.com

 
Submitted by on July 30, 2008 - 5:43am.

I think I have no friends on Facebook. In either a dream or a prior life, somehow I recall generating a minimal profile on Facebook, and probably have not been back since. :-( Figuring out more about Facebook remains on my "to do" list, logged in my calendar for "some time in the future." I reamin ever so curious about Facebook, and 77 other social media vehicles, but haven't figured out how to have enough time to allocate there.....and still sell real estate. I am currently Googling for a time management class for social media.

Deborah

 
Submitted by Kim Wood on July 30, 2008 - 7:01am.

Ok, I'll go friend you in case I haven't on facebook (which I primarily set up to find friends since attending overseas)....

I love the part about your seller googling co-op agent. Someone at Inman said, if you aren't passionate about what you are writing about - don't write - people will know. Guess that incorporates blogging as a whole too!

Wonderful to meet you last week - glad we were able to *smile* in real life :)

 
Submitted by on July 30, 2008 - 7:06am.

"He was toast, and the agent who seemingly had no online presence whatsoever had a sale -- not because she was great at online marketing but because she didn't stink at it."

That is compelling.

There is no one way (or right way) to do this thing we call real estate. If I relied on door knocking or cold calling, I'd have been the one begging for change on Market Street during Connect. I suck at door knocking, hate it, and can't do it. Others can, and more power to them.

I don't get Facebook either. And I have 410 friends and am even a member of the "When I was your age Pluto was a planet" group.

I have found its a good way to reconnect with old school buddies. But sell real estate? Not so much.

Jay Thompson
Broker / Owner
Thompson's Realty

Blog: www.PhoenixRealEstateGuy.com

.

 
Submitted by on July 30, 2008 - 8:25am.

Hi Kris,

I would sign up to be your friend, but still am not on Facebook myself!

You are right, we each have to find the best way to market ourselves and our listings. In my 28 hours a day, a lot of it is devoted to blogging about real estate, life, and what's happening in the area.

Interesting thought about googling each Realtor in a multiple offer situation. Be careful what you say and be true to what you say!

My sellers often google the buyers before they accept an offer, which I also think is a great idea.

 
Submitted by Sally Melby on July 30, 2008 - 8:34am.

Chris, thank you! Your stories make me laugh, I email them to my agent friends, it's as if you know who we are.

I like that you give permission to not do "everything". The pressures to produce and pay the bills can be overwhelming. I love what I do (sell real estate), make every effort to stay informed and I'm okay not knowing everything.

I definitely will get on facebook and consider yourself friended.

Sally Melby
Coldwell Banker Wardley Real Estate
Nevada

 
Submitted by Hilary Shantz on July 30, 2008 - 8:44am.

To sell real estate, you have to connect with people. Any way you choose to do that, and do it consistently will result in business.

It's as simple as that. I say choose 3 primary ways and keep doing them. Anything more is overload!

 
Submitted by Jennifer Levine on July 30, 2008 - 9:51am.

Hi Kris,

Great meeting you at Inman!

I really enjoyed reading this as I consider dipping my toe into the world of blogging versus just being a viewer. It certainly reminds me to be very aware of what I am saying, and how I say it, as did your discussion on diffusing blog wars at REBar Camp.

I too have ventured into the world of facebook, but more to stay in touch with family and friends. I have done a little bit of networking there, but find it more of a 'social scene' versus a business generating tool. See you on there friend!

Jennifer Levine
Smarter Agent

 
Submitted by Laurie Manny on July 30, 2008 - 10:34am.

Laurie Manny
Long Beach California Realtor
http://www.longbeachrealestatehome.com

There are just too many social networks, it is overwhelming! I think Facebook is a good way to keep in touch with past clients in a light way, which is nice. I don't see it as a serious lead generation resource. I agree, pick what you are good at and persue it, there is too much available and spreading yourself too thin would water it down too much.

 
Submitted by on July 30, 2008 - 10:34am.

I thought this morning was Monday...that's how off I am! My kids started school this week, back to the bump and grind and actually knowing which day it is! GREAT blog, you totally cracked me up...as for facebook, still don't get it let alone I'm trying to figure out this friendfeed I signed up for! I figure slowly but surely I'll get it. :)

Cheron Lange
LetOurFamilyHelpYours.com

 
Submitted by Harrison K. Long on July 30, 2008 - 11:17am.

Kris:
Nice article about "now accepting friends". That's great. Keep up the positive work and your blog.
Harrison K. Long
Realtor & broker
Explore Properties Group
Coldwell Banker Previews
Irvine, CA
949-854-7747
949-701-2515 cell
www.ExploreRealEstate.net

 
Submitted by Valasie August on July 30, 2008 - 1:39pm.

Kris...Enjoyed reading your article and it reminded me of when I first registered with Facebook. Glad to know that it is easy to feel friendless in the beginning:) The secret is to work on your page slowly so that eventually you have an interesting bio and don't feel as if you have spent your entire life developing it. For me, it has been a great social re-connect with old friends all over the planet. It makes it easy and inviting...not as cold as email in general. The photos are great for sharing. The serious thing to remember is setting your privacy settings to protect your photos from general viewing, to be selective on who you accept as a friend for obvious reasons and lastly, to use it for business when you can. I have found the Marketplace easy to use and have had some success with it. I also have found that the site is a good reminder to my sphere that I am in the business of Real Estate. So...you are getting those emails from your daughter...at least she let you friend her. My grandson told me not to even think about it! If nothing else, I am considered a way cool grandmother...Valasie

Valasie (Val) August
Managing Broker
Long and Foster Real Estate, Inc

 
Submitted by on July 30, 2008 - 4:16pm.

Hey Kris, bet you're up to 200 friends by now. (Eat that, teenage offspring with way too much attitude... ;)

The brokerage of the past sets up agents to do it all, soup-to-nuts, like the lone country doctor who used to take his own appointments, make house calls, diagnose, treat and follow up with each individual patient all by himself. Likewise, lone agents are taught to prospect, incubate, schlep, counsel, negotiate, transact, close, repeat and stay on top of every new internet trend out there.

But as you point out, with so many new technologies constantly being introduced, one agent can't possibly stay on top of it all and be good at everything else. That's why teams are taking off.

Some of us are good rainmakers, while others are better working with buyers, sellers or coordinating actual escrows. Like a well-run medical office, smart teams are playing to the strengths of their members through specialization.

Kris, your obvious major talent is writing and connecting with an audience that leads to greater visibility, which leads to more exposure for your blog, which probably leads to an endless supply of potential clients from which to choose. You are a natural rainmaker.

I believe that the brokerage of the future will seek out and hire/partner with folks like you, so that you can focus on talents that can make rain for the entire brokerage. Let's not forget that 81% (or whatever the number of the day is) of folks looking to buy or sell real estate start their research online.

And if you or Jay Thompson, Teresa Boardman, Laurie Manny, Ardell DellaLoggia or whoever has built the persona, the blog, the links, the presence online... then what brokers need to understand is that you've created a valuable online asset to be either be copied (good luck), purchased, or partnered with.

Kris, you're writing for Inman. You're all over the blogosphere. You're on the first page of Google. You have built virtual real estate. And you'll keep that online real estate so long as you keep doing what you're doing, the fallout being a continual stream of business opportunities from which to choose. Traditional brokers don't seem to get that.

The brokerage of the future, however, understands. As part of their strategy, they'll employ or partner with a highly visible corporate blogger whose job is to do what they do best... write about the market, tell the consumer everything they need to know to make an informed decision, and thus make rain for the entire company. Look at Rudy Bachraty, that's what he does for Trulia!

Sure, blogging isn't for everyone. But for those who excel at it, the opportunities are endless. What I've learned is that the more honest, relevant info we put out for the audience with no strings attached, the more business we attract. It's a powerful online tool that brokers need to tap into if they're to survive in the future.

Diane Cohn
Realtor, ABR
Chase International

www.renorealtyblog.com
www.chasenation.com

 
Submitted by on July 30, 2008 - 4:17pm.

Diane Cohn
Realtor, ABR
Chase International

 
Submitted by RK Ruthman on July 30, 2008 - 5:18pm.

I am not sure if you can say connecting to people over the internet is making "friends" so much as it is making people aware of your presence.

See you on Facebook, friend (wink!)

 
Submitted by Jason Berman on July 31, 2008 - 12:44am.

Great article. Your gift is writing. You expressed what many feel every day. Overwhelmed.

p.s. What is this Facebook you speak of??

 
Submitted by Sarah Taylor on July 31, 2008 - 10:20am.

I think when you first sign up for Facebook it's a race to see how many "friends" you can have.

Over the years of evolving in Social Networking I have become selective in who I want to be my "friend." I pick and choose because I know that when I log in I am going to be reading updates from all of those so-called friends and I don't want to be bothered by feeds from people I don't really know. It may be that I'm a bit anal retentive or I could attribute it to a feng shui thing but the more friendly-clutter you have, the less time you'll want to spend there.

I do, however, make friends from leaders, authors, and people in positions that I aspire to be in (even if I still have to sift through their family photos).

And that's my advice and input for facebook newbies.

 
Submitted by on July 31, 2008 - 5:26pm.

LOL think I have 200 friends on facebook but I actually know like five of them.

 
Submitted by Harrison K. Long on August 5, 2008 - 2:58pm.

I agree with Diane on blogging that "the more honest, relevant info we put out for the audience with no strings attached, the more business we attract. It's a powerful online tool that brokers need to tap into if they're to survive in the future."

Let's continue with that idea to move forward and present valuable and relevant information from educated sources to the business community as a whole, not just for our friends and family in real estate.

Harrison K. Long
Realtor & broker, Explore Properties Group, Coldwell Banker Previews, Irvine, CA
949-854-7747
949-701-2515 cell
www.ExploreRealEstate.net

 
Submitted by Michael Reilly on August 12, 2008 - 7:50am.

Kris, In an attempt to learn more about web 2.0 and social networking, I also recently signed up for facebook. Becuase I'm in my late thirties, most of my friends in the real world are not on Facebook. My recommendation and what worked for me was to invite people who were not already on it to join me on facebook. A couple of my offline friends have squaked and said that's a site for college students but once they got on they jumped right in with loading photos, connecting, socializing, etc. It's been fun.

Michael Reilly, REALTOR
Great Austin Properties, LLC

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