{"id":1132,"date":"2020-12-14T06:00:45","date_gmt":"2020-12-14T11:00:45","guid":{"rendered":"https:\/\/www.deeds.com\/articles\/?p=1132"},"modified":"2024-04-25T23:20:27","modified_gmt":"2024-04-26T03:20:27","slug":"social-media-influence-and-real-estate","status":"publish","type":"post","link":"https:\/\/www.deeds.com\/articles\/social-media-influence-and-real-estate\/","title":{"rendered":"Social Media Influence and Real Estate"},"content":{"rendered":"\n
\"Image<\/figure><\/div>\n\n\n\n

About three quarters of the U.S. population \u2014 some 225 million<\/a> adults \u2014 make regular use of social media. Real estate companies and agents, as well as sellers and buyers, are contributing to this energy, and exploring the opportunities it brings. Here, we take a look at some major ways in which the real estate world is interacting through Facebook, Instagram, and other popular social channels. <\/p>\n\n\n\n\n\n\n\n

Agents, Sellers and Buyers Get Social<\/h2>\n\n\n\n

Millennials<\/a>\ncomprise the fastest growing generation of home shoppers. No wonder the use of social\nmedia channels is a vital form of connection and publicity for real estate\nprofessionals. And in 2020, the pandemic was a further push for real estate\nagents to raise their social media game.<\/p>\n\n\n\n

Today, expect buyers and sellers alike to follow local\nagents\u2019 social media posts. Online interactions offer insights into\nagents\u2019 rapport with clients as well as news about the local listings. Agents\nare finding the right mix of spontaneous outreach, social media management, and\npaid advertising that best builds their brands.<\/p>\n\n\n\n

Real estate companies and professional associations have\npages on LinkedIn and Facebook, where they advertise, create knowledge bases,\nand contribute to conversations. Those who are up for quick responses might\nenjoy the fast pace of Twitter, while Facebook allows a somewhat more leisurely\napproach. LinkedIn is a good place for agents and businesses to build a\nreputation, especially by connecting with clients and other professionals\nwilling to write good endorsements. <\/p>\n\n\n\n

Creating a Facebook business page is an especially important way to connect with millennials as well as older audiences. Tantalizing visuals can be sent simultaneously through Facebook and Instagram. YouTube has the latest forms of showing off homes for sale, like the real estate drone video<\/a> trend. <\/p>\n\n\n\n

For buyers and sellers, plenty of home-related resources can\nbe found through social media. In Ohio and looking to connect with construction\nideas? Just type #OhioConstruction into Instagram\u2019s search box, right on the\ntop of the page. Looking for #HVACOrlando? You get the picture.<\/p>\n\n\n\n

Social Media Lends Itself to Mortgage Experts  <\/h2>\n\n\n\n

The concept of lenders as stodgy and deskbound, with little\nconcern for user-friendly and informative content? That\u2019s becoming a thing of\nthe past. Social media, in addition to website makeovers, can quickly improve\nthe public\u2019s view of a company and give it a leading edge.  <\/p>\n\n\n\n

According to American Pacific Mortgage<\/a>, a lender can best raise the profile of a business by leveraging the satisfaction of current customers. Nurturing existing connections and welcoming positive reviews on social media are keys to relationship building. <\/p>\n\n\n\n

As for where lenders receive the best bang for the buck, Facebook and Instagram are major marketing channels. Did you know you can follow your mortgage lenders on Instagram<\/a>? You might be surprised at what they\u2019re up to. And the power of a YouTube video is hard to overstate. One- or two-minute videos can effectively share information and to project their company\u2019s core values<\/a> and ideas.<\/p>\n\n\n\n

Many members of the mortgage banking sector have social media pages<\/a> on LinkedIn and Facebook, where they lead conversations about where the industry is going and who is taking it there.<\/p>\n\n\n\n

Title Companies Can Do It Too<\/a><\/h2>\n\n\n\n

Title companies can forge social media connections with lenders and real estate agents, advertising their know-how and their experience in specific kinds of transactions and claims, or announcing the presentations they\u2019re attending and hosting. This profile page for Stewart Title<\/a> offers a good example. The American Land Title Association is active on social media as well, talking about the major industry trends like the rapid adoption of remote online notarization (RON).<\/a><\/p>\n\n\n\n

Title professionals are also connecting with homeowners. It\nmakes good sense, as title insurance affects every homeowner or potential\nhomeowner. But most buyers don\u2019t give that much thought. Homebuyers are accustomed\nto accepting a real estate agent\u2019s or lender\u2019s title company of choice. <\/p>\n\n\n\n

Although the federal Real Estate Settlement Procedures Act (RESPA)\ngives homeowners the right to select their own title insurance purveyors, many\nbuyers don\u2019t know. Social media will help change that, by increasing public\nknowledge about title insurance companies\u2019 comparative prices and policies. In\nshort, social media offers title companies a viable channel to explain title\ninsurance and boost brand recognition \u2014 largely free of charge.<\/p>\n\n\n\n

Note:<\/em><\/strong>Insurers need to know their state\ninsurance department\u2019s marketing rules before embarking on their social media\nmanagement plans. Depending on state law, title companies might be barred from certain\npractices, such as certain types of giveaways and co-advertising with real\nestate agencies. <\/p>\n\n\n\n

While we\u2019re talking titles, it bears mentioning that the folks who record our deeds are on social media, too. They\u2019re sharing items of historical significance<\/a> as well as news and community updates.<\/p>\n\n\n\n

Condos and Co-Ops: The Reputation Management Challenge<\/h2>\n\n\n\n
\"Image<\/figure><\/div>\n\n\n\n

Housing co-op and condominium leaders might worry that a Facebook\ngroup could attract complaints. But that sort of thing could happen\nanyway, given that any resident could set up a page whenever they wish. Plus, there\nare plenty of online local event and review sites that serve as magnets for\ngossip and gripes. Jumping into social media can help an organization or\nbusiness influence the narrative. Social media reputation management firms now\nexist, geared to help apartment and condo properties rank higher in searches\nand project the desired corporate image. <\/p>\n\n\n\n

For marketing co-op and condo units, social media is a\ncost-efficient tool. Housing leaders with active social media accounts can show\ntheir available units and listen to what their communities are saying. As new\ngenerations buy into these communities, their social media engagement will come\nwith them. Leaders who adapt, and personally get involved, can create\nengagement, transparency, and cohesion.   <\/p>\n\n\n\n

Pro tip:<\/em><\/strong> Social media posts, like emails and\nother electronic forms of communication, could be used in legal actions\ninvolving an association or management company. In general, it\u2019s helpful to\nstay alert to visitor posts and to answer comments both positive and negative, show\na caring response and a genuine effort to work for the best interests of all\nconcerned.  <\/p>\n\n\n\n

Ready to Get Social? Here Are a Few Key Tips.<\/h2>\n\n\n\n

An active social media presence is a powerful tool to maintain\nimportant connections with people, and project expertise and community spirit. The\nbest way to go ahead is to choose the platforms most popular with your ideal\nclients and collaborators. To appeal to a range of age groups, it\u2019s best to\npick more than one. <\/p>\n\n\n\n

Facebook and Instagram, combined, reach most age groups. LinkedIn is an important channel for today\u2019s professionals, and well-designed YouTube videos are widely shared. <\/p>\n\n\n\n

For community association management, focus on helpful\nthings: polls, event announcements and photos, perhaps even furniture swaps. Someone\nshould be designated to manage the page, and, if needed, edit contributed posts\nfrom the community. <\/p>\n\n\n\n

Using Facebook? Read up on the platform\u2019s functions and\nupdates. Use care in deciding what permissions to grant contributors to the\npage. If you are posting on behalf of the company, ask people for permission before\nposting photos with identifiable faces, and avoid posting photos of kids or\npersonal travel and health updates. Avoid posting location information about\nunoccupied homes as well. In short, think before every post. And when in doubt,\nask the company\u2019s or association\u2019s lawyer for guidance. <\/p>\n\n\n\n

For results you can depend on, the key is commitment. Be\nprepared to post at least three times a week on any social media platform.\nReciprocate when comments come your way. Small gestures on social media build\ntrust in the long run.  <\/p>\n\n\n\n

Supporting References<\/strong><\/p>\n\n\n\n

Victoria Keichinger: The Power of Social Media in Real Estate<\/a> (Coldwell Banker blog).<\/p>\n\n\n\n

Kristen R. Price, HoustonChronicle.com<\/em>: Social Media and Marketing for the Title Industry<\/a>. <\/p>\n\n\n\n

A. J. Sidransky, Co-op\/Condo Communities and Social Media: A Useful Tool for Some<\/a>. The Cooperator<\/em> (New York; Oct. 2019).<\/p>\n\n\n\n

Photo credits: dole777<\/a> and Jessica Lewis<\/a>, via Unsplash. <\/p>\n","protected":false},"excerpt":{"rendered":"

About three quarters of the U.S. population \u2014 some 225 million adults \u2014 make regular use of social media. Real estate companies and agents, as well as sellers and buyers, are contributing to this energy, and exploring the opportunities it brings. 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