I had the unique opportunity to speak before the Virginia Association of REALTORS Local Association Leadership Conference this past Monday. I was part of a panel that was sharing the work that VAR has done with various resources. I answered some questions about what social media is, how it can be of benefit to REALTORS, and what the VAR has done to utilize social media. Being part of a panel Q&A meant that I only had about 5 minutes to speak. It was tough. There were a lot of things that I wish I could have covered, but simply didn’t have time for.
One of the beautiful things about having this blog is that I have all the time in the world to cover any topics I want. I realized that covering social media in real estate is going to take quite a bit of time, so I plan on dedicating a lot more posts to this topic in the future. For this post, however, I just wanted to expand on some of the topics I covered on Monday.
What is social media and why is it important?
Social media is a general term used to describe Internet sites that allow users to participate in the creation of content. There are many popular examples of this (myspace, facebook, linkedin, twitter, blogging, etc.). The example that most people are probably most familiar with is the online forum. Forums are popular and cover a myriad of topics. Forum participants get to make comments, ask questions, share resources and generally communicate and build relationships with each other.
All forms of social media operate in this manner. Participants get to generate their own content, view and comment on the content of others, and even share their content with other users. All of this collaboration has the effect of establishing and cultivating connections and relationships that lead to very healthy and unique communities.
Social media is about connections, not touches.
The power of social media for REALTORS and REALTOR associations is not only in the media itself, but also in the philosophy that underpins the media. Social media is all about establishing connections and relationships. Marketing through social media is powerful because it is built on these connections and relationships.
Traditionally, REALTOR and REALTOR association marketing has been done through “touches” (postcards, newsletters, announcements, etc.). The problem with this type of communication is that it is static and one-way. This type of communication does little to foster conversation and collaboration. A member or customer simply reads it (or not) and forgets it until the next one shows up. Social media changes all of this dramatically.
Social media exists specifically for the purpose of fostering communication and collaboration. This can be a powerful tool for REALTOR and REALTOR associations because it encourages the participation of members and customers. No more are you simply telling, you can now actually hold a conversation. Encouraging participation and conversation can go a long way to cure the apathy and discouragement that many members feel towards their local associations.
How has VAR been using social media?
VAR is on the leading edge of utilizing social media to communicate with members. Ben Martin, VAR’s director of Communication and New Media, established the VAR2007 Blog to cover the 2007 VAR Conference and Expo in Williamsburg. The site was very successful. Many bloggers from all over the state posted content on the blog, covering just about everything that went on at the convention. The site also elicited numerous comments from members who were unable to attend. For them, the blog provided an opportunity to stay up-to-date with all of the convention happenings. Ben and VAR also organized a BloggerCon. The BloggerCon gave bloggers all over the state a change to meet face to face and discuss the important issues that face our industry here in Virginia and throughout the country.
VAR has been active in other forms of social media also. There is a VAR group on the popular social networking site, Facebook. There is also a VAR group on LinkedIn. These groups allow members a way to find and connect with each other. It also offers a way to stay in touch. For VAR, the groups provide a means by which VAR can communicate to members and share news and resources. It is a win-win for everyone involved.
What’s Next?
The answer to that question is up to you. Social media is a powerful tool that enables REALTORS and REALTOR associations to achieve their goals and strategic initiatives. VAR is already beginning to harness the power of social media, as are REALTORS all over the country.
I invite you to browse around RealEstatZebra.com and check out some of the resources that I have set up to introduce you to social media. In particular, you may want to browse through my archives for posts on social media, and check out my blog roll to meet other bloggers around the state and the country.
Keep checking RealEstateZebra.com for more upcoming posts on the power of social media and how it can benefit you and your business or association (it may be a good idea to subscribe via email or RSS using the provided links). I plan on giving this topic a lot more thought and attention in the future, so stay tuned.
