Real Estate Brokers and Social Media…

Hello?  Is this thing on? Any brokers here?

Where are the brokers in the social media space across the internet?

Real estate agents have been on this bandwagon for a few years now:  Facebook, Twitter, Flickr, YouTube…  And a few brokers, to their credit, have jumped into the social media space.  They are the forward thinkers amongst their peers.

Sherry Chris, the CEO of Better Homes and Gardens has a good post about the book “Marketing in the Groundswell” by Charlene Li and what has(n’t) happened within national and regional real estate brokerages.

Sherry is to be commended for actually engaging, not only the agents in the real estate industry, but consumers.  Imagine the “risk” that she has exposed herself to…or has she really?

She has pushed towards more transparency and clarity within real estate as a whole industry.  And now she’s asking a vital question of her fellow brokers:

What does this industry need to look like to capture the interest of  the customers of today and tomorrow?

As an agent pushing the envelope of technology within real estate, I’ll phrase the question a little differently:

Where are you guys? Business models are BORN out of this kind of disparity!

Brokerages would benefit greatly from seeing Sherry’s foray into the social networks.  In an era when our public officials try for transparency, or at least the appearance, it is great to see an industry leader practicing it.

Accountability and Candor

Over at, there’s a nifty post on a book entitled, “Effective Apology: Mending Fences, Building Bridges, and Restoring Trust” by John Kador.  The third point, in the brief post, says it all about Kador’s findings:

3. Leaders who don’t know how to apologize are seen as liabilities.

It would appear that open candor and accountability are slowly making a come-back as desired traits for people in leadership roles.

“But Todd, this post was supposed to be about social media and real estate brokers.  What does accountability and transparency have to do with how brokers utilize a new(er) technology?”

With information at anyone’s finger tips through a quick Google search, it is extremely easy for anyone to fact check claims, boasts or intentionally deceptive statements.  So, if a broker or agent makes a wild claim, the consumer can dismiss or validate the claim with no other intervention than a quick Googling.

Back to Sherry…

She “gets it,” and is actively seeking ways to push her brand further afield by creating value, backing up claims with results and showing all who care to see, exactly what is happening.

I’ll leave you with Ken Brand’s comment from Sherry’s post:

Interesting stuff.

I see a few things.

A. Old guard, hanging on for dear life, hoping to survive long enough to retire/exit/sell/fade away. (slow toast)

B. Old guard clueless and scared shiftless. (fresh toast)

C. Solid leadership skills; set savvy strategy, rally the troops, inspire the troops, wise enough to hire 2.0 trainers/speakers/presenters, savvy enough to retain and attract talent that embraces the 2.0 future. Dabbles in 2.0 but is currently personally uncommitted. (a two slice toaster)

D. Radioactive Always On Killer App Toaster Oven = The Skill set of C + the Mind set to embrace, point and shoot 2.0 connection/converstion tools and toys.

The immediate future belongs to C & D. The long term future belongs to D.

Which are you? And what can you do to make it to become the “Radioactive Always On Killer App Toaster Oven?”

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