Searching for Extraordinary Use of the Real-Time Web
The advent of the real-time web has happened nearly overnight with sites like Twitter rushing to 100million+ users. But I'm curious to see how this has really affected the real estate industry. Many of us are guilty of sending out many updates on a daily basis (myself included), but how is it really helping our businesses? How many of your customers and clients are you networking with?
I've certainly seen the fruits on the B-to-B side of this equation but have literally only heard of 1 story where a real estate agent has sold a property from Twitter. And what was the best part? I heard it from the buyer, not the agent.
A girl I know in Tennessee was managing the social media account for the largest newspaper in Memphis, The Commercial Appeal. During her tenure there she was following a lot of local professionals including one named, Joe Spake. If you know Joe, or follow Joe you'll see he takes a hyper-local approach to the content he shares. Follow him and you'll get photos of local burger joints, find out when the latest reality crime show is on TV, or catch a listing from time-to-time (although he does this sparingly). This girl ended up thinking to herself, "If he understands social media, and how to use it, then he understands me". She ended up enlisting him as her and her husband's real estate agent and purchased a home. These stories seem to be too rare.
I would think there'd be a lot of B-to-C applications. I did a quick search on the term, "moving to New York" on Twitter's search and found dozens of people who are discussing this(in the last 24 hours). Is anyone actively pursuing a connection with these people by offering them a relocation knowledge product via PDF through an @ reply? Then following them and nurturing them? I'm sure there's a tasteful way to do this without being spammy. At the last #140conf a heated debate took place about sharing listings on Twitter. If well thought out, I think it makes sense. After all, don't consumers WANT to see properties? If you have a lot of listings, what about creating a second account that explicitly says "Follow Me and Get Listings!”
So my question is... What is the value of the real-time web to your real estate business? Are you using it to grow your business on the B-to-C side? If so, do you mind sharing? I personally have used it to network primarily with peers and for B-to-B referral opportunities only. Is there anyone in the real estate business doing something extraordinary with the real-time web?
