Facebook- and Twitter-using agents at Pacific Union International, a luxury San Francisco Bay Area residential real estate firm, will have access to a content library and real-time analytics powered by social media company Hearsay Social, the companies announced today.

Hearsay Social, a San Francisco-based startup with approximately 80 employees, offers companies tools that help them manage their social media presence by organizing and monitoring content, streamlining branding and providing real-time information.

Pacific Union International, which has 22 offices and about 450 agents in the Bay Area, will focus on Facebook and Twitter. Hearsay Social also offers dashboard tools and user-specific, real-time analytics for LinkedIn, Foursquare and Google Plus.

Screen shot of Hearsay Social client-facing dashboard.

Pacific Union International is the first residential real estate brokerage to work with Hearsay Social, said Kate Keene, product marketing manager at Hearsay Social.

"We wanted to help our agents use digital media more effectively," said C.C. Holland, vice president of digital media and content for Pacific Union International, of the company’s decision to engage Hearsay Social’s services. "It will enable our agents to be their own best sources of promotion and marketing," she said.

Doing social media well is a challenge. Holland says Pacific Union International agents have told her social media takes too much time and that they don’t know what or when to post messages. 

That’s where Hearsay Social comes in, Holland said. It offers Pacific Union International the ability to present an organized bunch of Facebook- and Twitter-ready content to its employees, content that’s ready for agents to take, modify slightly (or not) and share with their followers.

"We wanted to seamlessly provide our agents with great, relevant content and help them get the most out of social media," Holland said.

Pacific Union International recently signed up with 14 other brokerages to participate in Zillow’s pilot "zPro for Brokers" program, which provides greater branding and lead generation options to participating brokerages in exchange for direct listing feeds.

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