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5 trends in engaging real estate consumers

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NEW YORK -- Separating the art from the junk, realizing social media's value isn't necessarily about volume, telling stories, befriending tech geeks, and sharing your expertise are part of the new paradigm in building your business and brand, said Steve Rubel, a tech and cultural trends guru for public relations powerhouse Edelman Digital. "There has been a complete change in the way companies need to operate that we've seen over the last several years," said Rubel, who spoke last week during the Real Estate Connect conference in a session titled, "The future of media, the Web and how you communicate your value to the marketplace." Too many marketers are stuck on the notion of "how many Twitter followers, how many Facebook fans do we have?" "Reach is important, but in some ways it's an empty metric," he said, and volume doesn't always equate to engagement. "The likelihood that they will see your content is tiny; the likelihood th...