REAL ESTATE IS CHANGING — ARE YOU? by storm. Unfortunately, real estate agents and brokers are miles behind the technology and expectations that buyers and sellers now have for us.
coach’s corner By Erik Wright, CEO at Social House Group
In one of Will Smith’s most wellknown interviews, he reflects upon a childhood experience when his father challenged him and his brothers to rebuild a brick wall in front of their family-owned business. “You don’t try to build a wall. You don’t set out to build a wall. You don’t say, ‘I’m gonna build the biggest, baddest, greatest wall that’s ever been built,’” Smith said. “You don’t start there. You say, ‘I’m gonna lay this brick as perfectly as a brick can be laid.’ And, you do that every single day, and, soon, you have a wall.” Instant gratification is meant for your 10-hour Netflix binge of the new season of “Stranger Things,” not for real estate or business in general. Building a successful business takes time, patience and, above all, persistence coupled with self-trust and a little bit of risk. Real estate has undoubtedly changed — we’re all seeing that pretty clearly now, especially with COVID-19 taking us all 32 • October 2021
There’s a new standard for real estate agents, and it includes professional photography, videography, top-notch communication and, most importantly, listing-specific marketing. As real estate professionals, we have unprecedented access to marketing platforms for a fraction of the cost of traditional mediums — the leading platforms being Facebook and Instagram, by a long shot. Did you know that you can reach nearly 1,000 people on Facebook for only $5? This is just the beginning. The capabilities and functionality of Facebook could not be more perfect for the real estate industry. Facebook user demographics have significantly shifted over the years: Teens and 20-somethings are increasingly flocking to other social media platforms while more middle-aged and elderly Americans are taking to Facebook, ultimately creating the perfect audience for buying and selling homes. At Social House Group, we’ve witnessed the direct result of strategic and effective social media marketing implementation for individual agents, and it’s consistent across the board: money. The caveat? Results don’t happen overnight. It’s crucial to give yourself four to six months, minimum, to begin seeing consistent returns and lead flow. Most agents “try” social media and give up rather quickly because the true return is nowhere near immediate. It’s important to operate with Will Smith’s mentality when it comes to building your business: Carefully lay one brick at a time and remain persistent until you have a wall. The reward? You will be building a business and brand for yourself. Lead flow from brokers is a great way to supplement your income, but imagine having the ability to generate your own leads while building a brand that will follow you wherever you go. Your splits will be better, your relationships will be stronger and, most
importantly, your business will continue to compound year over year. Facebook and Instagram are not difficult to use, no matter your age or tech-savviness. Mastering social media marketing platforms just takes patience, consistency and a little personal investment in yourself and your business. Despite the obvious effectiveness and return on investment from social media, there has still been very little adoption of paid advertising in the real estate industry. However, it’s not too late to start. Team up with a broker and support system that understands where the industry is going. Actually, forget where it’s going, and focus on what’s happening now — social media and technology are here and won’t be going anywhere. Remember what happened to Blockbuster? The same is coming to our industry if we don’t adapt and adopt new ways of doing business. The best part of all of this is that by leveraging professional photography, videography and strategic social media marketing, we’re better servicing our clients and improving the perception of our industry one sale at a time. Don’t wait. Start laying your bricks now. You’ll be happy you did. @realproducers