Nearly every time I teach a Facebook class to real estate professionals there is usually one agent who asks (right from the beginning), “How do I post my listings to my wall or tab?” And my reply is most often not the answer, but a question, “If you’re a consumer do you start your search for a home inside Facebook?” (Usual reply: “uh no”) Yep…that’s what I thought.

So then, why do we continue to see the Facebook Newsfeed and Walls of real estate professionals cluttered with sales pitches for their current listings? And don’t tell me it’s just the Facebook newbies? There are plenty of seasoned super tech-agents still posting “Beautiful 3 bedroom, 3 bath home in a quiet neighborhood, XYZ…call me today for more details or visit 123listing.com” on their personal profiles. Yes, on their Facebook profiles.

First, let’s remind our “salesfriends” of the basics. If you’re not already familiar with Facebook’s Terms of Service then you should know that it’s against their policy to use your Facebook Profile for commercial gain. If you want to post your listings, then do it from a Facebook Business Page. Which brings me to my next point. If you only post listings on your Facebook Page, do you REALLY think that’s going to be enough to keep folks interested or engaged (or “liking” your page)? Moreover, do you REALLY think the consumer is going to say to herself, “Today is the day, I’m ready to look for my dream home so of course I better start at Jenny Smith’s Pleasantville Real Estate page on Facebook!”

I know there’s a chance that someone in your network who’s looking to buy may be online at the moment you post that listing to your Facebook Page Wall, and may even see it in the Newsfeed. And it could be a match made in heaven (or Facebook)…it’s possible. But if that’s your strategy…go ahead, throw that dart and see where it lands.

Now let’s examine what happens when you only post listings on Twitter:

Yep, that sure gives me a reason to respond, follow you and converse.  When real twitter users encounter real estate listings like the example above, one word comes to mind…starts with an “s”…spammer! So you may as well sew a big “s” on your sweater because you’ll be permanently marked that way until you change your ways.

Enough is Enough

It’s time to raise the bar and use the tools the way they’re meant to be utilized.  So if you’re investing your time and effort in Facebook, Twitter and other online communication channels, remember to obey the “nature of the network”.  I’m not saying you can’t or shouldn’t post your listings altogether.  In fact, go for it. But don’t expect real “engagement” to take place unless you put in some real “effort” to make what you share actually “of interest”. So here are a few strategies you may want to try:

(1) Facebook – Listing Feature Post: Share your listing on your Facebook Page but instead of just regurgitating listing details (like 3 BED, 3 BATH, PRICED REDUCED), why not focus on what makes this home special. Highlight a feature of the home (unique yard, new kitchen, awesome view) or better yet the surrounding neighborhood or community. Give us a peek into the lifestyle…give us a reason to want to learn more, a reason to actually comment.

When you broadcast listing details the only engagement you’ll most likely yield are a couple of “likes”…and that’s usually someone who likes you, not your “NEW LISTING”. Those “likes” are not going to give you enough “FB Edge” to rank well in the Newsfeed…which means you’re counting on your targets visiting your Facebook Page on a regular basis to see if you’ve posted their dream home (that they may or may not be planning to buy right now).  So instead think about creating conversation around an interesting element of your listing with text, a photo, or video…and then link to a landing page where people can choose to get more details. Thank you Nashville & Beyond for this ROCKIN’ example:

And another stellar example from @FloridaSunSales of how to accomplish sharing a “listing feature”, but on Twitter:

(2) Facebook – Social Listing Post: Rather than posting listing features, post HOW you’re getting down to business on any given day. Working with clients, prepping for a showing, waiting at an inspection, or better yet….share the interesting work related occurrences that pop up in your day! Just think about answering “What are you up to?” as if a friend were asking. Thank you Mizzle for this ROCKIN’ example:

(3)  Facebook – Proactive Listing Post: You see a house on Broker’s Tour and immediately think of a certain client, or a client who’s always looking for that “perfect forever home”. Ever considered taking a photo and posting it to the wall or sending it via message to that client. Well, that’s exactly what Shannon King and Heather Elias do for their clients. Not only is this proactive strategy helpful to the potential buyer….but think about all the other people that will notice your initiative! Clearly these ladies have the expertise to match their clients with the home and lifestyle they are looking for! That’s talent…that’s a local market expert! Thank you LocoMusings for this ROCKIN’ example:

(4) Facebook  - Custom Tabs: If you focus your Facebook Business Page on your local market area and aim to deliver relevant info that local consumers care about…well, BRAVO! I’ve seen many agents migrate from personally branded pages to geographic or niche focused pages…which is great! But don’t forget to highlight who’s delivering this helpful content…YOU! So consider adding a custom tab that showcases your expertise and any tools you may want to offer. Your tab can also welcome locals to your page and provide important calls to action: like my page, sign up for my newsletter, search for homes (on your site), etc. This way you can still provide all the relevant local content that keeps targets coming back for more, but also have a place where your LIKERS know to go for YOUR real estate expertise.

MyTechOpinion

At the end of the day, you need a plan of action for gaining listing exposure online. Which most likely starts by (1) optimizing your MLS listing details, (2) creating a landing page to feature the listing on your own online hub (Website/blog), and (3) syndicating your listing to places where consumers actually go to look for real estate (Trulia, Zillow, Realtor.com). When it comes to Facebook, Twitter and the like….you need to remember why you are there (i.e. cultivate relationships). And don’t forget the nature of the SOCIAL network you’re using!

ENTER: Smarter Agent, a real estate marketing company that has solved the fragmentation of mobile with a listing search application that is now available on virtually every cell phone.

Smarter Agent works with all major wireless carriers and mobile devices. It uses GPS to locate a user’s location and find real estate listings in their area. Search results include: price, square footage, estimated mortgage, taxes, features, interactive map, beds/baths, pictures. Consumers can also search by address, community name, city or zip code.

The Smarter Agent application can be downloaded from SmarterAgent.com, a consumer’s cell phone via the carrier’s application store, or from application stores maintained by iPhone, Android (July 2009), and BlackBerry.

Once downloaded, the following options are available from the Main Menu:

(1)    Quick Search GPS: Receive a list of properties that are closest to your location.

(2)    Advanced / Refine Search: Receive a list of properties that are closest to your location and fit your specific search criteria.

(3)    Map Me & Homes/ Apartments: See your location and the ten properties that are closest to you on an interactive map.

(4)    Address Search: Enter your desired location and receive a list of properties that are closest to that location.

(5)    Saved Favorites: Search favorite locations you have saved.

(6)    Find A Realtor: Speak to a qualified real estate agent about your specified area.

(7)    Get a Mortgage: Speak to a qualified mortgage specialist to see what you can afford.

(8)    Hot Picks: Receive a list of featured properties in the neighborhood.

(9)    Coupons: See offers from local retailers.

The Smarter Agent app can also be branded for an agent or broker, displaying their logo and picture. The app can be distributed directly from the agent/broker blog as well.  And when a client using the branded app is interested in a listing, he/she can simply select the “call to see” button and the agent/broker is notified (regardless of who listed the property). Thousands of real estate agents across the country are already using Smarter Agent, including major brands: Prudential, Keller Williams, Century 21, Coldwell Banker, ERA, Better Homes & Gardens Real Estate and Realty Executives. Smarter Agent is also an Inman Innovator Finalist in the Most Innovative Web Technology category.

Pricing for customizing your own Smarter Agent application varies depending upon your device and your contract. Generally, there is a one time setup fee of $250, and a monthly fee of $39.95-$49.95. However, MTO is working with Smarter Agent to bring you special pricing that will reduce the setup fee to $50 as well as the monthly fee, saving you 40%. To learn more, contact Denise Boyer (Smarter Agent Sales) at 925.584.4249 and mention this article. If you call or email Smarter Agent from their Website, be sure to mention MTO and the promo code: BOYER.

What is TweetLister?

TweetLister is a new Twitter tool specifically created for real estate agents. Signing up for the free service allows you to post, schedule and manage real estate listings on Twitter. Track clicks received on your listings, as well as collect and download contacts you get through those listings (available via an Excel Report).

While I see the benefit of scheduling resourceful tweets to share with your network (aka “drip tweets”) throughout the day, I don’t recognize the benefit of ONLY twittering your listings. As a real estate professional on Twitter, your goal should be to become your network’s trusted advisor. This means you should be sharing what makes you a great source of related information. Yes, listing information is important to your local network (for those planning to transact now or in the near future). But what about the vast majority who are not transacting. Surely you want to maintain your connections and provide resourceful and local information so that when those in the majority are ready to transact, they call you!

Why TweetLister needs a NEW attitude…ooh, ooh…ooh, ooh…ooh?

TweetLister mentions that you don’t need to understand Twitter to use their site.  In fact, the “about page” goes on to profess that there’s really no need to go back to your Twitter Profile, just use TweetLister. Contrary to TweetLister, this is NOT “good news” to you or me!

If you are just using Tweetlister to ONLY post listings then you don’t really understand why and how Twitter benefits you and your network. You are missing the point!

According  to TweetLister, it is ONLY for real estate listings and spammers will be blocked. Hmmm, the very nature by which listings are shared on TweetLister seems pretty spammy to me!  For example, the “Add New Listing” form only allows for select information about the property (location, bedrooms, baths, features, etc.).  See below:

You cannot change or modify the listing information provided within the tweet. The automated portion is helpful and fast, but there’s no room for customization. My suggestion would be to make the text modifiable.  As RE pros, you know how important verbiage is on your listing flyers…and with only 140 characters, you need to make them count! I would also be extremely beneficial to have the ability to share various media….pictures, video, blog, single property site, etc.

MyTechOpinion

The way I see it, you could just as easily create your own “tweetlisting” directly from your Twitter.com profile (or Tweetdeck, Twhirl, Tweetlater, Twuffer, etc.), and do so in a more creative and professional way. At least then you can have complete control over what you can do with those 140 characters. You can simply add links to whatever related media (virtual tour, images, interesting info, etc) you have for that property. Better yet, you could share something special about the neighborhood, helpful maps, and/or other local specifics….and then provide a trackable link (like BudURL) to your listing site or blog.  Include your own hashtag and call it a tweet! That’s MyTechOpinion, but feel free to share yours!

Shortly after I discovered this plug-in I reached out to Roger for an Interview.  I was intrigued and wanted to know more about the motivation behind the product and more about the future road map. Please enjoy our conversation below.

Hello Roger, I’m very impressed with your new real estate plug-in. Can you tell me a little bit about yourself? Are you a real estate agent?

Yes, I’ve been an agent for 4 1/2 years, with Illustrated Properties, specializing in listings. I’m also still in web development. I was with Motorola for 13 years and was their first corporate content “webmaster” in the days when they didn’t have a corporate web department and the various product groups were just starting to get on the web. I got into the real estate industry in 2002 (starting with mortgages) after Motorola started shutting down its facility here in Palm Beach County, Florida. I may wind up doing more software development and less real estate. I’m originally from Canada and grew up doing both software development and photography and publishing, so the web kind of brought the two together for me and real estate allows me to continue that.

What was the motivation behind your Great Real Estate Plug-In for WordPress?

I have always been an advocate of content management over HTML editing of web pages. I developed custom content management at Motorola’s paging group back in 1996 and when I set up my real estate site in 2004, I developed content management capabilities using PHP and MySQL so my site would be consistent, and to make it easy for me to add photos and update listings. Late in 2007 I started using WordPress and this year decided its content management capabilities were mature enough that I could toss all my old code and rebuild upon WordPress. A good web presence is becoming even more important in real estate every year… I’d always planned to create a solution for other agents to use, and the ability to make a plug-In with real estate functionality (and not have to worry about the complex engine it runs on, or replicating other features), allowed me to finally accomplish that. That’s what’s great about building on WordPress. The plug in is still a work in process… my goal is a plug-In that is clear, not convoluted, and that supports real estate practices around the world and not just the US. (Hopefully the plug-In is already relatively easy to install and use for the average agent.)

In your mind what advantage does WordPress offer real estate agents?

Just a few years ago agents had a choice of two evils: a very expensive custom designed website that might tie them to a developer or solution provider (and usually difficult to update), or a template real estate solution that resulted in less than optimal search engine friendliness. Content management capabilities have been poor. When your site has the exact same boilerplate on buying or selling as a few thousand other sites and it’s not specific to your market, you’re not going to turn up in a search. I’ve always suggested to other agents that they write all their own web content, or if they hire someone to help them write, that it reflect them and be unique, useful, and highly relevant to their market. Closing procedures are vastly different between California and Florida, for example, and consumers need specifics. It’s still a local industry requiring local knowledge. WordPress allows you to have a unique site at a low cost, and easily create new pages without worrying about HTML or paying a web designer each time you need to tweak your wording. It just hasn’t allowed agents to manage their property listings as well as a custom or template real estate site. Hopefully I can help with that.

Can you share any future plans for “Great Real Estate” Plug-In?

Sure! Part of the future of the plug in is going to come from user feedback. I’m already hearing from some agents who want to use it for vacation rentals. They need a few extra fields and things. And the first release only has the basic features to get your listings exposed… so I have a small list of ideas for additional features and modules. The next release will have a few extra “featured homes” widgets, including a map display of all your listings (you can preview that at http://rogertheriault.com/listings), and some admin user interface improvements. Maybe a few more XML listing syndication formats.  I don’t expect every install of my plug-in to come from an agent, there are a lot of WordPress service providers setting up sites for agents, but I know from my experience that the interface will need to be agent friendly so the agents can use it as part of their business.

Some possible new features might be a Flash “virtual tour” app that could be an option for presenting a listing on a click-through from sites such as Realtor.com. Not as a replacement for XHTML but as an additional interface. And I’m also looking at a showings manager so that agents can keep track of home showings. This would lead to a home seller login so the sellers can see how their listing is being managed and facilitate better agent-seller communication.

Most of the features are aimed at listing agents at present. The quality of marketing and relationship management between an average agent and a good agent can really make a difference in how quickly a home sells and a seller’s satisfaction level. I think listing agents need to provide the best possible marketing and service to succeed so consumers can get better value and be less likely to turn to some of the “post your listing” sites out there, and this Plug-In will hopefully help many agents do just that.

Thanks for your time Roger! And for all you real estate agents looking for a powerful and effective way to display your listings with WordPress you have a new tool! Have fun activating!