Special Report: Is social media worth the time investment?

There is room for improvement when it comes to agents and their social media activity
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  • Agents are, at times, damaging the reputation of the real estate industry with their haphazard and sometimes alienating social media activity.
  • More than 35 percent of brokerages are not supporting their agents with their social media strategy.
  • Agents are criticized for being boastful, too personal, too impersonal and for posting too many listings on social media.
  • Facebook is the most important social media platform for real estate professionals followed by YouTube, LinkedIn and Instagram.

Shelley Falk Rossi, vice president of communications at Windermere Real Estate, has a couple of social media rock stars working for her -- Marguerite Giguere is all over Facebook and YouTube, while Anne Jones specializes in Instagram. So Rossi knows what she’s talking about when she says that brokerages who aren’t helping their agents understand the benefits (and consequences) to social media are hurting their brands. "If you are not investing in social media resources for your agents and franchise owners, you are really missing an opportunity -- you are behind. It's the way of the world," she said. Real estate agents are all over social media, and they’re experiencing varying degrees of success. Some are killing it on Instagram while others struggle to make sense of Snapchat. Inman surveyed readers to better understand how real estate agents and their brokerages are using social media, the pitfalls and the perks. Here’s what we found. Download the full report with a...