Social media is more of a distraction than a business tool
for many real estate professionals. Why is that the case?
Serial entrepreneur and
technology leader Je;
Turner is president of Zeek
.com, and RealEstateShows
.com. He can be reached at
For too many real estate practitioners, social media
simply isn’t working as an e;ective business tool,
regardless of whether they believe that it is. Why is
that? It’s because social media pulls our emotional
triggers. We feel good when a photo we post gets
liked on Facebook. We feel good when something
we share on Twitter is retweeted. The emotional response is real and often powerful. It is seductive.
Those who sell social media marketing understand this. They’re good at the art of seduction.
They are able to create a sense of urgency around
every new social net work and tool that arrives on the
scene, because you’re already seduced by the emotional responses to sharing content via social media.
And real estate pros are particularly susceptible
to these emotional triggers. Because we’re in a relationship business, it’s easy to get lured into thinking
that any new tool that helps you build relationships
is valuable, and any action you take to build relationships is a business action. This is simply not true.
The fear of missing out on the supposedly “latest
and greatest” is also a strong behavioral motivator.
It is fuel to those who sell social media marketing.
The pace of change and the speed of growth in social
technology create one opportunity after another,
and the possibilities they present are hard to ignore.
Last year, Instagram, a photo-based social net-
work, was acquired by Facebook. That day, I had the
following Facebook conversation with an agent:
and the tools they spawn work best as support tools
for real business actions inside real business strate-
gies. They are not, in and of themselves, strategies.
So phrases like “I need a Twitter/Facebook/Pinter-
est strategy” don’t mean much. You need a business
strategy and the tools need to support that.
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Agent: I have an Instagram account, but I need to
get to work.
Me: Why do you need to get to work?
Agent: I need to get to working on Instagram; I
don’t really use it. Yikes!!
Me: Let me be more clear . . . Why do you think you
need to get to working on Instagram?
Agent: Because I must be missing out on something???
It’s easy to be lured in by possibilities and completely
forget about need. The truth is that social media sites
As you are exposed to new products and applica-
tions, ask yourself: Can I use this idea or tool right
now in my business model, or do I need to change
or adapt to take advantage of this idea or tool? An-
swering this question assumes you understand your
business model and the strategies that support it.
For example, if you also spend a lot of time with
home design, Pinterest may be a great site for you.
If you don’t, you might want to focus your e;orts on