| OK, so your daughter came back from her first | | | | What Works? |
| semester at university and set up a facebook account | | | | It's well known that 80% of homebuyers start their |
| for you. But now that you have it what are you going | | | | home search online. And why wouldn't they? These |
| to do with it? Well, if you're a REALTOR, you could | | | | days, 80% of everything most people do is started |
| start by connecting with your family, friends and | | | | online. Facebook profiles can now be spidered and you |
| colleagues that also have profiles. And then you might | | | | can make your profile visible to the world if you wish. |
| want to try to use it to sell some real estate. | | | | Please do. Allow youself to be found. Invite new clients |
| Social networking isn't just for kids. There are more | | | | to look you up whenever you want them to get an |
| than 60 million active users on Facebook alone with | | | | idea of who you are. When you join a social |
| the over 25 age group being the fastest growing | | | | networking site and present yourself as an ethical |
| demographic this year. Everyone and their mom is on | | | | professional with a good reputation and knowledge of |
| there now, literally. Not bad for a site built by a college | | | | the industry, this will naturally build into sales over time. |
| student less than five years ago. Originally designed for | | | | All you have to do is get out there and participate in |
| university students at Harvard, the online tool has since | | | | the online culture. |
| expanded to include professionals, corporations and | | | | Leave the hard sell at the login screen |
| high school students. Charging ahead in a typical trail | | | | The key to success here is simple. If you want social |
| blazing style, REALTORS are learning through trial and | | | | networking to work for you, keep it fun, keep it real |
| error how to make this social networking site work for | | | | and stop selling. The heavy-handed hard sell simply |
| them. | | | | doesn't work on the Internet. This is a medium where |
| Application: Cocktail Party | | | | users can control the time spent on a site entirely |
| Evidence of the real estate industry's presence on | | | | independently of the site itself. It's not like TV where |
| Facebook can be seen in the handful of applications | | | | you've got 30 seconds to slam them with whatever |
| that have been developed strictly for Facebook | | | | product or idea you may have. Social networking |
| REALTORS. Individuals and groups can use these | | | | works on a far more subtle level. Your internet |
| mini-programs to advertise events, courses, seminars | | | | presence is not a brochure either. An active profile is |
| and invent excuses to throw real estate-related | | | | something much greater and potentially more powerful. |
| cocktail parties. Though encouraging, applications like | | | | It's a living testimonial that places you as a professional |
| these will never be able to compete with the fun times | | | | in a social context. |
| delivered by the likes of the "Scrabulous" or quiz | | | | What Now? |
| applications which may explain why their use has not | | | | With the above in mind, just get started. Over time, |
| really taken off. A better indicator of REALTOR | | | | your comfort level and exepertise with the medium will |
| involvement in the Facebook world might be the 500+ | | | | increase. Some ideas to get you started: |
| groups that categorize themselves as a "Business - | | | | - Engage your audience by starting a group for "fans" |
| Real Estate" group. A quick glance down the list | | | | ie: your mom and childhood friends who want to see |
| reveals that it's a real hodge podge with everything | | | | you succeed. Get people to join you in a real estate |
| from a group entitled: "accountants, real estate & | | | | related game. |
| finance peeps" weighing in at 1278 members, to a | | | | - Join existing groups that interest you |
| group called "I own real estate in BC and all I can | | | | - If you join one of the big real estate groups, engage |
| afford to eat is mac and cheese." Certainly, if you hit | | | | your collegues by opening a discussion. Start at least |
| on the right topic and make the right connections it's | | | | one fire on the message boards by asking an intelligent |
| not hard to get people to join your group. Once | | | | real estate question that people are compelled to |
| formed, REALTOR groups can hook up with other | | | | answer. |
| groups and members can connect with financial | | | | - Don't blow hot air, post notes that clearly show your |
| professionals, buyers sellers, past and future clients. | | | | expertise. |
| But does all this virtual networking actually result in | | | | - Some Realtors offer gift certificates and rebates for |
| sales? | | | | referrals that result in a closed sale, you may want to |
| Yes and no. Just like anything, some virtual networking | | | | experiment with this |
| works, and some doesn't. The trick is to do what | | | | - Include links to your blog and website |
| works and stay away from what doesn't. A quick | | | | - Check your profile settings and make sure your |
| survey will reveal that most of the real estate group | | | | profile can be indexed by search engines |
| bulletin boards and comment walls are overflowing | | | | - Make sure to tell people you are a REALTOR |
| with spam and self promotion. Is this likely to result in | | | | Now go about your business: say hi to your mom, post |
| client conversion? Of course not. It will however, allow | | | | pictures of your trip to Nunavit, share funny stories, |
| you connect with other folks in the field and that never | | | | shine like the star you really are. |
| hurts. | | | | |