I’ve noticed more and more agents running to open new accounts on Facebook, Twitter, and other social networking sites in an effort to close more deals. Are many of these agents missing out by focusing all or too much attention online instead of “offline?” Is the mouse mightier than the phone?
Old School Prospecting
Before there was Facebook, Twitter, or even computer software, the average “hard working” Real Estate Agent would have a stack of phone numbers, a telephone, a pen, and a stack of index cards on which to capture information regarding all the leads. Agents dialed phone numbers, talked to potential clients, determined whether the person they spoke with was a lead or not, then they kept track of leads for follow up.
- Successful agents: Used a list, a stack of lead cards, and the phone to make contacts
- Unsuccessful Agents: Mailed posts cards, bought various forms of advertisement, and did floor time
New School Prospecting
When the price of computers dropped drastically and new software was developed, more and more Agents moved their systems to an “electronic” model. The new systems made many of the daily activities of a Real Estate Agent easier and much more efficient.
- Successful Agents: Use online databases to manage their prospects and leads, keep in touch with clients using email, and use the phone to make contacts.
- Unsuccessful Agents: Use mass email marketing, mail post cards, buy advertisements online and offline, and spend a lot of time and money creating and maintaining websites.
Future School Prospecting
I am advised that the future of the Real Estate industry is here, through Facebook, Twitter, and other social networks. Some claim that most deals will be made over the web: I personally believe that statement not to be true. I believe that these networks are great “tools” for us to use, but that they don’t and should not replace phone calls and door knocking.
- Successful Agents: Will use Facebook, Twitter, and other social networking sites to: stay in touch with their past clients and sphere of influence, network with top agents from across the country and display a professional image of themselves for potential prospects. They will still collect leads, whether it is from Facebook or from a database, and then attempt to make contact with the leads over the phone, by calling them, or in person, through door knocking.
- Unsuccessful Agents: Will market listings on their social networking profiles, add as many random friends as possible, spend more than a few hours a day reading other people’s profiles and market themselves online and offline.
Are you committed to market yourself effectively? Are you ready to move past your computer to the phones and porches where you will find your new clients?
Thank you for this, I know agents that spend time getting “lost” in facebook. The theme for our market center this year is get back to basics!! We all need to remember that we took our test to become an agent because we liked to talk to people, nothing has changed. By all means capture leads from social networks, but you still need to talk to the people!!
Thanks,
Lynda Thomasson
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Neil Schwartz Reply:
February 4th, 2010 at 2:25 AM
The more people you talk to, the better chances you have at getting more deals. It's unfortunate that people get too distracted by Facebook and other online “magic pills”… Agents simply need to realize that these online websites are nothing more than free post card advertising…
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Good point. The proper balance of the “old” and the “new” is likely a very powerful force. We are seeing a paradigm shift and those who find that balance will achieve great success.
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Neil Schwartz Reply:
February 4th, 2010 at 2:26 AM
The bottom line is however, you need to manage your schedule appropriately and still put in the necessary time to generate leads and appointments… regardless of where they come from.
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I still believe in the power of dialing the phone daily , then going to door knock the house, whether fsbo or expires and making appts, and using the new tools to keep connected with those people that already want to work wih me
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Neil Schwartz Reply:
February 4th, 2010 at 3:02 AM
You have it dead on! Great job!
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LOLLIE4REAL Reply:
June 14th, 2010 at 5:01 PM
Yes, face to face with clients its unbeatable, going to my appt this morning already!
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To Lynda Thomasson
Your comment 'We need to remember that we took our test to become an agent because we liked to talk to people'???
No, Ma'am, I did not become an agent to talk to people though I love doing just that. I became an agent to make a lot of money in an industry where your commission check is directly related to how many deals you close, and that can be accomplished many ways.
Though door knocking and follow up calls are the so-called nuts and bolts of real estate 101, the modus vivendi of our times is clearly via technology. You have to be on board or you won't survive the challenging real estate circumstances we find ourselves in.
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JB Reply:
February 4th, 2010 at 6:02 PM
Unfortunately too many people have convinced themselves that this “modus vivendi” crap is somehow going to change the way people buy & sell homes. Real Estate always was and always will be a people business and until people change, it still will require all 5 senses to make buying decisions-not just 1 sense. A principle is a principle no matter when it is…
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Perfect little reading snippet that says a whole lot. In fact it just made think about last year. I attended my 1st MFO sales talk and 2 weeks after I was still very charged and decided to door knock a select amount of expireds that had no phone info. I immediately went to the house as it expired at %1,349,000 that day. When I got to the home the owners son was home and said his mom was out and gave me her cell. As soon as I got in my truck I called her and told her that her number was referred to me from her son and I got the appt that night for 1.150,000 – I was so excited about it I sent Mike an email and he even replied back to me pretty quick I appreciated his reply so much cause I was not even a member at the time and it was just another little but powerful mindset boost
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Neil Schwartz Reply:
February 6th, 2010 at 7:53 PM
Mike is usually pretty good about doing that. And great job on your success… Did you end up taking that listing?
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Old School and New School!
Old School Belly Button to Belly Button! Meeting and Talking in person or by phone.
New School Facebook to Facebook! Meeting and Talking using technology.
I don’t think there’s success in today’s RE world without the Belly Button or FaceBook!
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Neil Schwartz Reply:
July 29th, 2010 at 7:14 PM
Face to face will always be better than “facebook”. I believe that Facebook is more so a tool to keep yourself in front of past clients and sphere.
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You really nailed this one. It is VERY easy to get lost in front of the computer – but I do think you have to cover a LOT of different approaches to marketing to stay in front of potential clients.
I have found that my RE website has waaaay too much competition from other agents, but our RE appraisal website is clearly becoming the go-to place for information on Real Estate Appraisal topics – we see our traffic growing DAILY, and are fielding a corresponding number of calls from potential clients. For us that comes from good old-fashioned elbow grease in the form of well-researched, comprehensive articles on home valuation topics, NOT the canned content you find on most RE sites (which seem to have been mostly abandoned anyway).
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