19 Jan The Human Element Behind Social Media And Real Estate

Is it possible to sell a home on Facebook or Twitter?  It’s a question that agents, builders, and owners continue to struggle with as real estate professionals consider using social media for marketing and advertising.

A recent Inman.com article features the opinions of Michael McClure, CEO of Professional One Real Estate.  Being a former social media “hater” himself, McClure has come full circle and is now an advocate for its use.  What made him change his mind?  It was a better understanding of what it can and can’t do.

In his words, it’s about the relationships that are formed on social media.  I know we hear this often, but social media was designed for communication and building relationships.  It was not designed to sell homes.  It is unlikely that a home listing on Facebook will entice a consumer to buy.  Instead, they may come into contact with an agent selling in a desired market.  Eventually, the two may meet in person once a social media relationship is established.  This is how savvy real estate professionals are successfully using social media to makes sales.  They are focusing on relationships first, then the listings and sales.

The home buying process is very intimate and it’s hard to believe that anyone would be willing to purchase a home from a single Tweet.  The relationship process is the key for success.

According to McClure, the “humanization of the brand” stemming from social media is useful.  It’s consistently advised to have a face behind the voice.  This means that if a real estate development company has a Twitter account, there needs to be a human aspect behind it such as a name or photo.  Consumers need to be able to identify with a human element.  Otherwise, the experience will not be nearly as personal as it needs to be.