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How to go from ‘viral’ to ‘vital’ as a real estate agent

Marketing expert Matthew Ferrara schools agents on social media tactics
  • "The ultimate strategy is not to go viral but to become so important to someone, that they look forward to seeing your next post," Matthew Ferrara said.
  • Posting nothing but news items and listings is usually a mistake.
  • You can do this by "opening the kimono" to give your audience an idea of what's happening in your own life.
  • Inspirational posts are more likely to be shared; use your own quotes for extra marketing power.
  • Listen your way into a sale by paying attention to what's happening in your sphere and reaching out at appropriate times (retirement and so on).

Learn the New Luxury Playbook at Luxury Connect | October 18-19 at the Beverly Hills Hotel

LAS VEGAS -- "In the old days, it used to be that we were the controllers of the interrupt," said Matthew Ferrara on stage in a session at One21, Century 21's conference. "We could make a sign, a TV ad, a radio ad, even a postcard in the mailbox, and we could interrupt their brains." Matthew Ferrara Oh, how things have changed. How does a real estate agent build relationships in what Ferrara calls a "selfie-centered social media world"? In summary: Take it back to the grassroots, personal connections. "People are going to be much more absorbed in themselves," he noted -- including agents. "One of the most important things I'd like to encourage you to do is to try to forget the urge to go viral," said Ferrara. "I'm a bit of a contrarian in this space, but some people think they need to have a smashing traffic flow through their Facebook. I actually don't believe that's effective or good for your brand. "The ultimate strategy is not to go viral but to become so i...