RISMedia's Real Estate Magazine

JAN 2018

Real Estate magazine is the industry's leading source for real estate news and information since 1980. Published monthly by RISMedia, Real Estate magazine offers timely and relevant real estate news to the industry's top brokers and agents.

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86 January 2018 RISMedia's REAL ESTATE Featherston's comments opened the panel discussion, "How to Drive Bet- ter Results from Social Media," held on Dec. 4 and attended by more than 300 members of the New Jersey, New York State and Pennsylvania Associations of REALTORS®. Feath- erston was joined by Co-Moderator Charlie Oppler, broker/owner, Promi- nent Properties Sotheby's Interna- tional Realty, and panelists: Ken Baris, president, Jordan Baris, Inc. REALTORS®; Scott Lauri, owner, ERA Central Levinson; and David Rickel, regional manager/senior vice presi- dent, Berkshire Hathaway HomeSer- vices Fox & Roach, REALTORS®. The panel shared strategies for maximizing social media to better connect with clients and prospects, as well as build and reinforce rela- tionships with their firms' agents. Recommendations ran the gamut from investing in programs to auto- mate social media with engaging, relevant content to being sure to like and comment on agents' posts. Whatever system you choose to put in place, Oppler recommended that brokers and managers not at- tempt to tackle social media on their own but bring in the necessary help. "Be willing to delegate," he advised. "We hired a head of digital market- ing, and an assistant. Agents are of- ten embarrassed to ask questions, so we brought in three interns over the summer to have one-on-ones with agents on social media." Baris stressed that an effective social media effort must be multi- faceted. "You can't just post another listing—that gets stale. You have to say something unique about the list- ing—point out the incredible kitchen or say it comes with a pool for $5… you just have to buy the rest of the house for $850,000. This creates more interest and draws people in. "The idea," added Baris, "is that you should be in people's minds so that when they're ready to buy or sell they're already thinking about you." According to Baris, social media is also a great way to show your chops as a local expert. "Make yourself localized," he said. "Instead of be- ing the diner that sells everything and posting about the entire market, post 'See the 21 homes for sale in my neighborhood where I rock.'" Lauri agreed. "Social media needs to be tight local. Talking about the The Social Success Formula: Inform, Engage…Repeat "I nformation and connectivity is needed more today than ever before," said RISMedia President and CEO John Featherston while speaking at the Triple Play REALTOR® Convention & Trade Expo in Atlantic City, N.J., last month. "Social media is a form of communication that allows you to reach your clients and prospects with information, and enables you to stay at the center of the transaction." by Maria Patterson

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