We’re Back: And We’re Talking About Something More Important Than Social Media!

May 9, 2012 at 10:10 pm

Realtors and every other type of businessperson — including PR people — are buried in articles, workshops, lectures and conferences about the importance of social media. And there’s no denying the importance of taking part in the digital world that’s taking over everything.

But social media doesn’t always work.

 

In-House Public Relations communications presentation to Realtors

In-House Public Relations’ Doug Fenichel, APR, asserted that thinking strategically about communicating what sets you apart will bring in business.

I know: heresy.  But even if you use the right  key words, optimize correctly, add video and put the links on every social medium you can think of, social media might not work.  The reason is simple: If you’re not addressing the right people with the right message at the right time the way they want to get it, your communications just won’t be effective.

Social media mavens sometimes forget to tell you this. But we talked about it in a great discussion with some Realtors at Century 21 Worden & Green in Hillsborough, N.J., the other night.  The participants ranged from one woman who used email but didn’t want any other part of Web 2.0, to a young guy who was really into social media — yes, they both could have been stereotypes for users of social media.

In between were a lot of folks trying to figure out how to use Facebook, Twitter, Linked-In, Trulia, Active Rain, their own websites and other digital tools effectively.  There are plenty of places to find how-to guides to figure out the specifics, so we took on the bigger picture.

I asked each person  how they were different from other Realtors and  how they were using that difference to generate business. Most hadn’t thought about it that way. I gave them 10 questions to consider before embarking on any communications initiative and I assured them that the goal in communications today was to engage customers. That’s thinking strategically and such strategies are best executed with a mix of tactics including social media.

You can see the slides and the 1o questions here: http://www.slideshare.net/dougtheprguy/what-makes-you-different-12872274   A strategic approach to communications, such as I’ve described in these slides, is what public relations people specialize in.

Those of us in real estate and  homebuilding are reinventing ourselves as the market begins to come back to life. The communications strategies you used before the crash won’t work. It’s more important than ever to think about how you’re communicating and know what you want to get out of those communications…and those 10 questions gave the folks at Century 21 the tools to start thinking about that.

What makes you different? How are you communicating that to generate business. And how do you know it’s working?

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Entry filed under: Dealing with social media, Real estate communications. Tags: , , , , , , , , , , .

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