Director of Digital Engagement for the National Association of REALTORS®, Nobu Hata, discussed social media best practices at Friday morning’s Idea Exchange Council for Brokers. For brokers, know that agents are out there on Facebook groups talking about real estate transactions and asking questions live online for advice. While Facebook has its place in bringing agents together to share general ideas (How do I get more people to come to my open house? What are you doing to market your listings?) it can also open up liability issues for brokers. I wrote about this earlier this year on Inman: Why Facebook groups are the worst place for agents to get advice.
Hata advised brokers, “Be more useful than Facebook.” Know where your agents are going, and what they are asking online. Hata said to create policies in your office regarding social media. Make your agents aware that their posts may be seen by their clients and that publishing anything online about a real transaction may not be a good idea.
You should use social media to drive traffic to your sites, and give people information about real estate and their neighborhoods. Be the source of information so they return when they need neighborhood info or real estate help in general. Social media serves its place, but should not be just about posting listings or open houses. Use it to engage your audience.