Brokerage

Why one brokerage bleeds digital with top tech adoption

Scott Gibson, the head of one of LA's most successful brokerages, offers agents weekly classes on social media and marketing
  • Brokerages are still not doing enough to be on top of social media platforms such as Facebook and Instagram.
  • Company heads should be leading the way with marketing strategy and tools, not agents.
  • Give agents plenty of time to get to know a new piece of tech so they can see the value.

Share but don’t sell on Snapchat. Use this Twitter hashtag to earn more listings. Visually engage your Instagram audience. There’s no lack of advice like this about succeeding online and mastering social media. Sometimes it’s helpful, and other times these tips come at you from all directions, piecemeal and clichéd. Digital guru and entrepreneur Gary Vaynerchuk boiled down all of this into a binary perspective, a one-and-zero game: "You either understand that your customer's attention is in these spaces, or you don’t." Scott Gibson If you’re in camp "believer," there’s really only one thing to do: "Get into it -- deep." Of course, when it comes to real estate, leadership plays a big part in how an office operates and what it prioritizes. The way president and CEO Scott Gibson has saturated his Los Angeles-based firm, Gibson International, with access to tech training and opportunities to learn about the latest online trends, stands out as a prime protot...