In this digital world we live in, it’s difficult to grow your business without implementing some form of social media marketing. Harnessing the power of social media allows real estate agents to create a digital footprint and connect with their audience on a personal level. 

 

Effective networking is all about building powerful connections, and the goal for agents is to become well-known within their respective communities as the go-to source for all things real estate.

 

From a marketing standpoint, social media platforms, whether it be Instagram, Facebook, LinkedIn, Youtube, should be a part of your business toolbox. Leveraging social media allows an instantaneous connection with the audience. It opens up your sphere of influence and referral base and allows you to connect with an unlimited number of people. That includes existing clients, potential new clients, and industry peers. 

 

Social media should be the tool you use on a consistent basis to promote your business and build your reputation. Just like the housing market itself, which is competitive, so is the real estate business. Within any city, you’ll find hundreds of agents which is why it’s important to position yourself as an industry leader. 

Maris Callahan, founder and CEO of Social Broker, a full-service content membership based platform that helps entrepreneurs build their brands and grow their business with social media strategies, knows firsthand the importance and power social media has for real estate agents. 

 

“Social media is no longer optional in the real estate industry,” explains Callahan. “As a real estate agent, there is nothing more important than staying top of mind among your sphere of influence so that your clients, friends, and contacts remember that you’re in real estate before they even need you.”

 

Having worked in a real estate brokerage firm as the director of communications, Callahan saw the impact social media could have on individual real estate agents and small teams. Passionate about connecting through social media and recognizing a need for more education and resources in the real estate space, is one of the reasons she decided to launch a business that would help agents grow their business organically by using social media platforms more meaningfully to acquire new business.     

 

Ask any agent and they’ll tell you, a good deal of their business comes from referrals. Reaching out to current and past clients is one way to get referrals while using social media to network is highly effective in generating new business. The more you market yourself, the better your chances are of being successful. 

 

And while every agent should use this type of self-marketing, it is only as effective if you do it correctly. You want to keep your followers interested and engaged so that they will look forward to the next piece of information you share.   

That also includes networking with professionals and peers within the industry. Following other real estate agent’s social media pages and engaging on posts allows you to see how they’re marketing their business, opens up the opportunity to ask questions, as well as gain additional knowledge about the business as a whole. 

 

The use of social media in the real estate business is not new, and many agents have already been utilizing these platforms so standing out can be a challenge. Create a social media plan before you start randomly posting. Map out what you want to share and then look for a social media scheduling tool that will allow you to schedule your content in advance. There are many different ones available so do a little homework before getting started. 

 

Next, decide on a realistic schedule. How often will you be able to post? Is it two, three, or even four days a week? Once you decide, stick with the pattern. Keep in mind, you can always increase the number of days you post content but you don’t want to decrease. As Callahan points out, “As with so many things, you’ll get out of social media what you put in.” 

 

Now, think about your followers. Before you decide on what type of content you plan to share, ask yourself, is it useful to them? Not all of your posts should be listings. You want to be a resource to buyers and sellers in your local market and you can do so by sharing relevant information. 

 

“Social media doesn’t work if you’re only posting your listings, or if you ‘ghost and post’ once a week,” says Callahan. “Social media is a long-term strategy that relies on consistency – posting regularly, having variety, posting different types of content, and a balance between business and personal content.” 

 

A good rule of thumb is to follow the 80/20 rule. Eighty percent of your social media should contain something of interest to your client. Think of it as establishing yourself as an expert. The remaining 20% of your posts can be about your business. 

 

So exactly what type of content should you be posting to garner the most engagement from your audience? Think of the following three pillars when creating something of value for your audience. 

 

Educate – Answer popular questions potential buyers and sellers might have, share a quick tip or a customer review. 

 

Entertain – Pose a fun question to your audience to try and get them engaged in the conversation, create a holiday -themed post, or share a meme that’s relevant to the real estate industry. 

 

Inspire –  Share an accomplishment or an inspirational quote, as well as give your audience a behind the scenes look at what you do. 

 

To help get the creative juices flowing we’ve listed a few types of content you’ll want to start creating. 

 

 

 

 

 

 

 

 

 

 

These types of posts are also conversation starters so be sure to follow up with any comments or messages you receive from followers on your posts. This kind of engagement can lead to a valuable connection with a buyer or seller. 

 

We know that getting in the social media game can feel overwhelming. It’s a full-time job and as a real estate agent, chances are you don’t have the time to commit to social media. If that’s the case, don’t let it be the reason why you don’t have one. 

 

If you lack the time or skills to create a polished and professional presence that’s where Callahan and her team come in. With three different membership plans to choose from, they assist real estate agents with the content and strategies needed to excel in the social media space. “If you follow our strategies, use our content and incorporate your personality into your social media presence, you will, over time, generate leads on social media,” says Callahan. 

 

If you still haven’t fully committed to establishing yourself on social media, remember this, you are your best billboard!

At the beginning of every New Year, most people make resolutions that involve some form of change. Whether that be professionally or personally, it’s a chance to give ourselves a goal to start anew. 

 

For anyone who has had their sights set on jumping into the real estate market then you know how crazy it’s been these past two years as the pandemic turned the home buying process completely upside down. It may be a New Year but is it a new market? 

 

With mortgage rates hitting a historic low, coupled with an inventory shortage, the red-hot real estate market saw homes selling within hours of being listed, bidding wars ensuing, and sale prices closing over asking price.  

 

When it comes to the real estate market, we know anything is possible, but housing experts predict that in this New Year, buyers will likely see similar trends to the last two years which included elevated prices, low-inventory, and fast turnaround. 

 

Another contributing factor fueling home buyers were the extremely low interest rates which hovered near historic lows for an extended period of time, a result of the Federal Reserve buying mortgage backed securities to support the economy. But in 2022, the Fed plans to lessen those purchases to curb rising inflation. As a result, mortgage rates are expected to rise.

 

How much they will increase is not entirely clear, but economic predictions estimate the Fed may raise interest rates three times in 2022. This potential change will have an effect on the home buying process although the new policy isn’t likely to “hurt” buyers in the next few months. Regardless, it’s safe to say anyone looking to purchase are encouraged to act sooner rather than later.

 

While the buyers are out there, it’s the sellers who are slowing down a tad bit.  When the pandemic started, the demand increased and pushed the home prices to an all-time high. And although we have rounded the corner when it comes to the pandemic, the 2022 housing market will likely continue to be costly, with home prices and rents remaining on the higher end of the spectrum.

 

Along with the demand for homes comes an increase in demand for rentals, especially as we head into the first quarter of 2022. The previous discounts that landlords had been giving out during the height of COVID are practically gone. As these concessions disappear, many renters are finding it difficult to afford their current apartments and will have to move. 

 

As a result, there will be an increase in availability with inventory opening up. The demand for rentals in the neighborhoods chock-full of amenities will also be greater. The areas most desirable are the ones with shopping, restaurants, and nightlife, especially as these sectors have re-opened their doors and welcomed back their customers. For many people, these amenities are an important factor when it comes to deciding where to live. Being close to all of these things, as well as transportation, is a luxury many potential renters, and even buyers, seek out. Areas such as Dumbo, Fort Greene, Bushwick, Gowanus, and Red Hook, will be some of the more attractive places to live for these reasons. 

 

Finding a place to call home, whether buying or renting, is never as easy as we hope it will be. The real estate market will always go through highs and lows, and this upcoming year is no exception. Keeping that in mind, here are a few things to consider for anyone planning to make a move in 2022.

Prices will remain high 

According to economists at Realtor.com and Zillow, the competition isn’t likely to die down this year. Economic trends such as low inventory, elevated demand, and low mortgage rates will continue to give sellers leverage in the market.

 

Buyers will continue to see potential bidding wars, particularly when the market picks up in the spring and summer months. Although it’s hard to predict exactly what’s going to happen, Zillow predicts home values will rise by 11% in 2022. While not as high as in 2021, it’s still a substantial increase. 

 

Increase in interest rates 

With the likelihood of interest rates rising multiple times this coming year means mortgage rates are likely to increase as well.  Home experts predict a 30-year fixed mortgage rate will reach 3.60% by the end of 2022 compared to the average of 3.30% as of now. The upside to an increase in mortgage rates is that buyers scooping up property for investment purposes may lessen, giving the people who buy homes to live in more of an advantage. 

Inventory will remain low 

The number of homes actively for sale fell to a record low at the end of last year, and the etnrance of new listings has been slow moving into 2022. Spring has generally been the time when the market picks up and while there are likely to be more listings come spring and into summer, there may not be enough to meet the demand. It will continue to be a strong sellers market. 

Home buyers, be prepared 

With the way the market is trending, it’s important for buyers to be on their A-game. That means doing research ahead of time, having the proper documents readily on hand, and being ready to act quickly. That includes making an offer almost immediately. For some buyers, purchasing out- of-state has them relying on photos and showings being done via computer and over zoom.  

 

From the realtor side, agents not only have their eye out for new listings, but listings that are “coming soon” to the market. Knowing what a client wants and how much they’re willing to spend allows agents to hone in on the right properties. There’s no sense in taking potential buyers to properties that don’t meet their needs or are out of their price range when the market is this competitive.

 

And while the 2022 real-estate market may not reach the incredible heights it did in 2021, don’t expect it to slow down anytime soon. In the meantime, do what you need to be prepared for when the right home comes along and work closely with your real estate agent who can guide you through the entire process. 

Technology has impacted as well as revolutionized the way in which we do business. Not only has it changed what we do and how we do it, it has brought about new and exciting ways for just about every industry, and real estate is no exception.

 

These days, no matter where you are, the majority of people you encounter can be seen with their heads down, looking at their smartphone or some other type of device. That’s because technology has given us access to information right at our fingertips and made it simple to perform just about every necessary task right online. From paying bills, shopping for clothes, food, even a home, it’s as easy as the click of a button.

 

Generally speaking, people spend about 7.6 hours online, with 1% of the time being spent browsing. Whether it’s surfing social media, checking email, watching videos, teaching yourself how to do something with the help of sites like Youtube, shopping online, or reading up on the latest news, a person’s attention is digitally focused.

 

When it comes to real estate, technology has proven to be a powerful tool for the industry. Brokers and agents continue to perform the most essential functions of the business, but with the help of technology, it has made certain areas faster, smoother, and much easier to navigate.

 

In essence, it’s changing the way in which real estate professionals do their job, to a degree. People still want a human connection with expertise in the field and that is something that will not change. The expert advice and knowledge provided cannot be replaced, only enhanced, by the use of technology.

 

With the use of the Internet, it has reshaped the way in which real estate is delivered to the consumer. Between the numerous websites, professional photography, and now virtual property tours, buying and selling a home looks a lot different than it did even 10+ years ago. These days, home buyers are tech-savvy and well-informed, they know exactly what they want, making it the job of the professional, regardless of the sector, to help deliver.

 

 

A few of the most obvious ways in which technology has been impacting the real estate sector include:

 

Transparency

Many websites that provide information to the consumer are free, allowing for the opportunity to educate oneself even before the process begins. These sites provide tools such as data, inventory, availability, and pricing for a potential buyer to browse through. Sly Symons, founder of the Syms company said it best, “An educated consumer is our best consumer.”

 

Marketing

With the aid of technology, marketing just about any type of product has become instantaneous. Broadcasting messages over multiple platforms allows professionals to reach a much wider audience than before. The visibility is not only easier to achieve but more cost-effective. With the use of technology, getting your product out to the marketplace can happen in mere seconds. The easier the platform to navigate, the quicker homes can be listed, which in turn allows potential homebuyers to find what they’re looking for faster. The end result is greater market activity and a pleasant experience for everyone involved.

 

Real-time data

Previously, much of the research and data comprised was focused on what happened in the past as opposed to what was happening in the current marketplace. With the use of technology, outdated data is no longer the case. Now, it’s never been easier to find out information such as pricing and availability in real-time.

 

Virtual Reality

One of the most important steps in the home buying process is the visual inspection of the property, both inside and out, along with the surrounding area. With the use of drone video, it’s possible to not only see the complete exterior of a home but the surrounding neighborhoods as well. Virtual reality (VR) is a relatively newer form of technology used in the real estate industry although there are agents who have already implemented it into their business.

 

Up until now, VR has been a great tool for buyers looking to relocate further away from their current location as well as for people who may be unable to view a property, such as an open house. But now, with the current climate of our country, the chances of VR being used to sell homes is even greater.

 

As we continue to move forward, virtual touring of a home right from a device will allow faster access to a property and the opportunity to narrow down selections. Instead of multiple in-person visits, clients can now scan through places without having to physically be there, making it possible to view numerous homes in a day and make decisions sooner than before.

 

Rich Schulhoff, CEO of the Brooklyn MLS, has also noticed an uptick in the number of listings being posted, which in turn results in using virtual tours. “People are also getting more creative with virtual tours,” says Schulhoff.

 

Social Media

The power of social media is strong and can be felt over a multitude of sectors. The days of buyers opening up a newspaper to look for a home or flipping through a phonebook for a sales agent are long gone. Instead, social media has become the place to go when it comes to finding just about anything you want, including a home, and are a great way for real estate professionals to grow their business. The ability to connect with others is instantaneous; whether it’s connecting with existing clients, potential new ones, or others in the industry, social media sites have made it possible to do so and are important tools to have in your real estate toolbox.

 

Facebook – With more than 2 billion users, creating a Facebook page can help attract an audience on a much larger scale than any marketing plan of yesterday could possibly ever do. Facebook posts should focus on both business and the consumer. Along with sharing your listings, share information that is focused on the home as well as the process. Everything from mortgages to DIY tips for decorating is helpful knowledge to an owner or a potential buyer. Share information on your borough or city; establishing yourself as a thought leader in your community is helpful in attracting new clients and followers.

 

Instagram – More than 700 million users can be found on this social media platform, making it another great resource for real estate professionals. Posting photos of available properties can help generate leads as well as showcase listings to available buyers. Another excellent way to engage potential buyers is by sharing short video clips of your listings. In addition, content you’ve published elsewhere can also be shared by providing a direct link in your bio. This is another great way to direct followers to any additional social media accounts you may have.

 

While there are a multitude of social media platforms and technologies available to real estate professionals, it’s important to remember that the tools are only effective if they are used correctly and consistently.

 

As technology continuously changes and reshapes the way in which we live, it’s imperative that businesses follow suit. Customers will find new and exciting ways to use it, that’s why it’s imperative to stay ahead of the curve in such a competitive market. If everyone else is moving forward and your business remains the same, then you’re actually falling behind. Change can be scary but embracing it will help take your business to new heights.

Since its inception in the late 1700s, women have been a part of the real estate industry, but it wasn’t until the 1840s that it was established as a legitimate business. In those early years, a woman’s role was much different than it is today; her duties consisted of filling office and clerical roles while her male counterparts were out selling. Fast forward 40 years later and women began moving, albeit slowly, into the roles of agents or brokers.

 

According to the National Association of Realtors (NAR), approximately 67% of all certified realtors are women. But that wasn’t always the case, especially during the first few decades of NAR’s existence. Founded in 1908, membership was 100% male but by 1910, the organization saw its first woman member, Corrine Simpson. Soon after others began to follow in her footsteps although they were still in the minority during the first few decades. One of the reasons for the low numbers was due to NAR’s membership being restricted to brokers only, while women, at that time were primarily sales agents.

 

It wasn’t until 1973, when NAR opened up their membership to include sales agents, that those numbers rose and continued to steadily increase. By 1978, the majority of NAR members were women and in 1996, four years after the organization saw its first female president, did women represent the majority of broker licenses for the first time.

 

The real estate industry itself has transformed substantially, and each year the percentage of women continues to grow, bringing with them innovation and change. While women are leading the charge when it comes to the residential real estate market, commercial real estate, an area that has long had a history of being dominated by men is still lagging behind. While top-level positions have been maintained by men, improvements are being made to change those statistics thanks to initiatives in place to help address disproportions and develop women’s leadership skills.

 

Katherine Pontone, a Board Member of Brooklyn MLS, has been in the business since 1982 and can attest to the indifferences that existed between women and men. “In the past, the women took a back seat, they weren’t leaders,” says Pontone. “As time progressed, women became more vocal and present; instead of being agents, women are becoming brokers and business owners.”

 

Well respected in her field, Pontone has held multiple leadership roles throughout her years in the business, but admits, it was rare to see that happen early on. “I was fortunate,” she says.

Life as a real estate agent offers excellent earning potential and one of the most flexible schedules. It has long been an option for women looking to earn additional income, pursue a change in career, as well as work in a field where they can set their own hours.

 

When it comes to successful women in real estate, Barbara Corcoran, Founder of The Corcoran Group and currently one of the Shark’s on ABC’s “Shark Tank,” and Dottie Herman, CEO of Douglas Elliman, one of the nation’s oldest and largest real estate brokerage firms, have made an indelible mark on the industry. Both Corcoran and Herman have proven just how successful women can be in a field that was at one time male-dominated.

 

When Corcoran first started her brokerage firm in 1973, the real estate business was still a “man’s world,” but that fact didn’t hold her back. Building The Corcoran Group from the ground up, she grew her business into a billion-dollar enterprise, and in 2001 sold it for $66 million dollars.

 

Herman, recognized by Forbes magazine as one of “America’s Richest Self-Made Women” has created her own success and laid down the road map for other aspiring businesswomen to follow.

 

As women continue to dominate the industry, Barbara LaBarca, Chairwoman of Brooklyn MLS, has seen a growth in the percentage of women in real estate over the last 15 years. “It has gone from a male-focused world to the majority now being women,” says LaBarca. “Here on the Brooklyn MLS board, the past two presidents have been women, one including myself.”

 

These days, more and more women are working together to empower, encourage, and support one another as they continue to move the needle forward in the real estate industry. With March being Woman’s History Month, it’s only fitting that we continue to support, and celebrate, the many accomplishments of our fellow females everywhere.

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