Author of Your Success
Avoid so-called technology solutions from vendors who
don’t understand your business. They should be rolling up
their sleeves and asking tough questions.
As real estate professionals, it isn’t our job to discover the latest social media platform. Our job is to
help our clients buy and sell houses. But somewhere
in the last few years, for some in our industry, it has
become a race to be on the bleeding edge, creating
professional casualties out of formerly successful
Why is this happening? Practitioners are losing ground and business by putting their dwindling
money and time into new technology products and
services that ultimately will not help them. Many
opportunistic individuals and companies out there
recognize this and grab the money while they can.
In a weak economy, should real estate pros be
spending their resources on services like social
media, lead generation systems, and search-engine
optimization when those can be done for free?
Each day, it seems, new companies are created
to target the earning opportunities that result from
marketing to the natural vulnerability of many real
estate practitioners—the fear of impending irrelevance and the urgency for more leads, more sales,
and more closes. These companies promise technology solutions that will help us close more sales more
quickly and with less e;ort.
At real estate events, we see “thought leaders”
touting tools and techniques while simultaneously
selling themselves and the companies they represent. Corporate marketers may be among the best
qualified people to speak to the usefulness of a product, but are they telling you who they are? Or are
they allowing you to make your own assumptions?
The Real Estate Settlement Procedures Act
prohibits real estate practitioners from accepting
or o;ering kickbacks to companies involved with
transactions, but by contrast, there are few financial
restrictions on those standing on the stage in front
of an audience of real estate practitioners who are
hanging on their every word and downloading every
app they mention. Here’s my recommendation: Stop
buying without thinking, and start asking questions
of these purveyors—the first of which should be,
“Have you personally ever sold a house by using [this
product or service]?” If the answer is no, either press
them on their real estate knowledge or move on.
Maya J. Paveza
(@mayaREguru) is the
managing partner of The
Maya Paveza Group, Coldwell
Banker Preferred, which
focuses on real estate sales
in Delaware and southeastern
Pennsylvania. She blogs at
You can’t buy success. You must build it. That starts
with you, not some vendor’s magic bullet.
di;erent: It may not bring you business immediately,
but with understanding and perseverance, as well as
a touch of creativity, you may see amazing benefits.
I started creating my online networks in 2008.
Real estate pros such as Mariana Wagner (@mizzle
on Twitter) and Kim Wood (@Kim Wood) had such
a great online presence already, I felt as if I was playing catch-up. But I wanted to be just like them, so I
did it. I studied their online behaviors and investigated their followers and friends. I spent ridiculous
amounts of time studying how other practitioners
did it well before I even tried.
Today I can support my team on the leads I generate via a variety of social net works and Web sites. My
SEO is organic, not bought through some random
company but a result of the focused expansion of my
local social networks. W
Submit your commentary
ideas to email@example.com.
Note: Opinions expressed in
“Commentary” do not necessarily
reflect the position of the
NATIONAL ASSOCIATION OF REALTORS®
or REALTOR® Magazine.