Industry News

Meeting vs. marketing in online real estate

Realtor Notebook

How effective is social media for marketing? People who ask me that question are asking the wrong question. Social networking sites are about meeting people and making connections, and people are more likely to do business with people they know. Last week I introduced a lender and a local Web developer. It turned out that the Web developer had some clients who could use some of my photos on their Web sites. The Web developer found out about my photos through the lender. Selling photos does not pay nearly as well as selling real estate, but it is likely that the photos will introduce me to the Web developer's local clients. Why would I want to know the Web developer's local clients? Because some of them may need real estate services and others might know people who need real estate services. They will know that I am a Realtor as soon as they see one of my online profiles or get an e-mail from me, and that could lead them to ask me questions about the real estate market. The r...