I am a big believer in the power of social media. They — or, it, really — enables meaningful connections; it’s a solvent of unnatural barriers that stifle talent; it explodes the wall of cant that brands and service providers place between themselves and customers in the name of "marketing."
But lately, in the back of my mind, I’ve been a little uneasy with where all this is headed.
There’s something counterfeit among the blog posts, comments, social network connections and fora. I’m speaking here of the business to consumer side of things, where the promise, and the stakes, are highest.
While on the surface something like Trulia Voices or any number of agent or broker blogs may evidence plenty of open, no-pressure interaction, the sort of conversation many of us venerate, what really is there that’s real here?
Social media promises humanity, but I often find it more like a masked ball, a place where cads and opportunists dart about behind avatars, user names or personas that serve to obscure, rather than illuminate, what’s underneath.
For every pro who manages to channel excellence into this new medium, there are a dozen who rise to the bait of a consumer query like a trout to a fly, gobbling up "engagement" promiscuously. For every master blogger, there’s a copy and paste artist feeding search engines but leaving consumers hungry.
There is thus a big signal to noise ratio in real estate social media. I wonder if the static will overtake the message entirely, if consumers will tune out.
Social media only works as a marketing strategy for agents and brokers if there’s something behind the posts: A track record, a deep expertise, a capacity for interpersonal communication, something, anything, that marks one as great. I see too many jumping into this because it seems easy, because someone told them to do it, or because there’s nothing else to do amid a slow market. And that’s unfortunate.
I get asked a lot about social media strategy. Before I say anything else, I tell people — whether they’re making decisions for themselves or entire organizations — that they must have something to say, they must be able to say it well, and, if that’s the case, must throw themselves into it with the same seriousness they bring to their most critical business endeavors.
Right now, it feels to me like too many are just throwing on the mask.
– Brian Boero
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Real estate has always been a me-too field where the vast majority of agents rapidly copy each other with no shame and claim the idea or concepts to be their own.
The entry requirements for real estate are so low that you could become a "licensed professional" in about a week.
What you're asking for cannot be expected of today's REALTOR population. They still teach the ways to close a deal, not a home sale for a client. Blogging is the perfect tool for idle minded, me-too agents to take advantage of, blurting out the same message they've been trained to spew for years. #1 agent, best in the business, gets the highest prices etc. It's all crap.
Even in my tiny local market there are examples of me-too agents furthering the quality rep of real estate agents with copy and paste articles and bios exclaiming the market is slow so buy my crafts and other tupperware party style junk.
Dump the people who don't take it seriously and get rid of the agents who don't innovate. I realize real estate is unfair in that you are rating the performance of an individual versus an entire corporation but all the more reason to innovate and be distinguishable in my opinion.
I agree with the idea of "Me Too" agents and the fact that the bar to enter real estate is set so low an earthworm can hurdle it. In what other business do you graduate from grade school, plaster your name and photo everywhere pay a fee and call yourself a professional? I post my MBA and other certifications in my signature because I want people to know that their real estate agent didn't enter the industry after delivering pizza or painting nails. If anyone is working on raising the bar, sign me up! And while we're at it, let's lose the requirement to put our photos on every conceivable surface. If we're supposed to be Professionals, when was the last time you saw your doctor's photo on a bus bench?
I only have one word to say about this post.
Brilliant.
That 'me-too' thinking hits the nail on the head in my opinion. I've read a number of articles encouraging REALTORS to get over there and take part.
I've gone there and looked at the questions and then looked at the answers – good grief, most don't even really touch on what the consumer actually asked. And no one should be answering questions about particular areas unless that's the area they service. What on earth would a REALTOR from Texas know about the laws and customs in New Hampshire, and vice versa??
Much of the 'noise' I see there and other sites similar to that appear to be responses from REALTORS just looking to get their name out there in any fashion they can. I think that kind of thinking is pretty darn silly. I don't have any interest in being part of that kind of 'noise', thank you very much!
"Brilliant", as Jay said!
Brian, I think what you seek online is truth. You are looking for the blog or social network that exposes its local market for what it is… good, bad or ugly. People need to know the truth to make one of the biggest financial decisions of their lives, whether to buy or sell a home. An agent who speaks the truth is the one that stands out. All the other blather out there is just noise noise noise!
CAN OPEN! WORMS EVERYWHERE!
…. and in quintessential, world class blogger style, you have managed to open up an evocative issue for your readers. Good job,Brian!
I know you're referring to Realtors, but really the same thing goes for any business; the truly dialed in, high-integrity individuals will do what it takes to handle this new medium in a manner which conveys knowledge, insight and a strong desire to deliver real value to readers/clients. This takes effort, thoughtfulness and a go-the-extra- mile attitude, which most folks just can't be bothered with. In the end, those who do take it upon themselves to get it right will find success….. the others will simply languish in their 'me too' performance, leaving them wondering what the heck they did wrong and looking for another lifeboat.
Keep up the good work Brain.
Yours with boundless enthusiasm,
Richard
Chief Deal Weaver
http://www.BlackWidowNetwork.com
Brian,
The ongoing debate of authenticity rages, and is empowered by the ease of use now. Read any real estate (or service) publication and the headlines scream, "Blog Now! You're Late… Make Money from Facebook! Get on the Bandwagon and Blog!" They continue, focusing on SEO, driving traffic, and cross-links, rather than actually APPEALING to the client, or providing service through your content.
I have recently launched a blog (www.TheYouFactor.com) after spending a huge amount of time trying to understand my voice and my audience. Much thanks to you and Marc, I believe that I have not only found it, but it has been extremely well received by my audience. Incorporating this into my online social networks and not waivering on my position or voice, has allowed me to generate great reviews (on the content… design comes next!) and a steadily growing audience.
I feel that the problem is that most individuals view this type of media as "lead generation" more than anything else. It's not a way to understand, connect, or provide your audience with information… as with many ventures… it's dollars first and focused.
Too bad… but as long as I can recharge my batteries at places like yours, http://www.mytechopinion.com and others, I'll continue in the right direction.
Thanks again Brian… I'm "turned on"
Matt Dollinger
@properties
Performance Coach
"Right now, it feels to me like too many are just throwing on the mask." Brian Boero
It seems to me that too often we forget about the "Social" in "Social Media". Sure it's a great marketing strategy to add to the business model but then again, consumers have a keen radar and know when they're being sold. If you forget to just be "you" and be "social" you can forget it, your message is falling on deaf ears. But if you can remember to be social and have a genuine interest in others, well, then it all just kind of takes care of itself.
I guess that's why I like social media tools like twitter. With character limits stemming 140 characters, it kind of just forces you to be "you". (I don't know if that makes sense but I had a great experience the other day. I dumped the marketing act, I interacted personally, and alas I invoked a reaction from what has now become a prospect). So you see, this social stuff isn't so difficult. Just remember about the "social" in "social media."
A little like the masks worn in real life, I'd say. Only an experience with a professional will reveal the truth about their abilities. I've met many who can talk a great game, but can't play a lick.
I'm also in Ricardo's camp that social media is, well, mostly social and there are risks to direct business marketing there.
Brian
Even media and fora designed to be transparent, can be corrupted by their users.
Social networking is only as valuable as the quality of the content of the participants. One upmanship, flaming, shameless promotion could render such fora as worthless as traditional marketing platforms