Want social media to pay off? Lead by example

Some agents aren’t using best practices on social media because their bosses don’t

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

When real estate professionals call the value of social media into question, apologists often counter that agents or brokers who aren’t capturing leads on the likes of Facebook or Twitter probably aren’t taking the right approach. They're not creating engaging profiles, they're not posting enough compelling content and they're not sufficiently building out their network, brokers jaded by social media evangelism may learn. But there’s another reason -- one raised by Clara Shih, CEO and co-founder of Hearsay Social, in a presentation on social media marketing at Real Estate Connect today -- that some agents aren’t using best practices on social media: Their bosses don’t. Sherry Chris, president and CEO of Better Homes and Gardens Real Estate, agrees. Sherry Chris She says it’s all too common for real estate executives to neglect social media, considering any marketing on such channels to be the province of agents, not their managers. But that's a mistake, she ...