Industry NewsNews Brief

Real estate marketing: strategy first, then technology

Future-Proof: Navigate Threats, Seize Opportunities at ICNY 2018 | Jan 22-26 at the Marriott Marquis, Times Square, New York

NEW YORK -- When it comes to real estate marketing, strategy trumps technology, according to speakers at Agent Reboot on Tuesday. Real estate agents are often eager to adopt the latest technologies without thinking about who they intend to target with those technologies, said Chris Smith, Inman News' chief evangelist and a host of the one-day Agent Reboot, which is the first this year in a planned series across the country. "We're not going to start with technology anymore ... we're starting with people. Who are the people you want to market to? Who is your audience?" Smith said. While agents get a significant share of their business from past clients and referrals, a focus on superficial numbers can make such important prospects fall by the wayside, he added. "I don't want 5,000 frivolous 'friends' who don't mean anything," Smith said. Facebook A plan of action is particularly important on Facebook, which has more than 800 million active users worldwide. "...