BUZZ Magazine Feature: Social Media and the REALTOR®’s Toolbelt
There is no denying that social media can be a great tool for a REALTOR®. But what other tools can lead to success?
By Eric Skogland
Sales Representative & Talent Aquisition Manager at RE/MAX Hallmark Realty Ltd, Brokerage
My name is Eric Skogland, and I live and breathe real estate. It’s in my blood. At 8 years old I was handing out cookies at my mom’s open houses. While in University, I worked behind the front desk and administration at multiple RE/MAX Hallmark offices. I have now been trading for the past 11 years and I absolutely love it. I am very lucky to have a mother and father that own and operate the #1 RE/MAX brokerage in the world, and I have run with the opportunity. I cut my teeth selling in the trenches of the Toronto real estate market for a long time and have recently taken on a leadership role with the company focusing on training and recruiting. The way REALTORS® market and sell real estate has evolved over the years, but I believe the fundamentals are still the same. The importance of social media as a tool for a REALTOR® has become very important, and that is what I want to talk about.
Social media is a great way to connect directly and indirectly with the public. Lots of REALTORS® have built their business based on that connection. During the Pandemic there were times that it was the only way you could get your voice out to the public. Informational videos, podcasts, and listing advertisements exploded in popularity. When open housing, social gatherings, and seminars weren’t an option, social media was a great way to potentially gain new clients. For an experienced agent these platforms allow one to share their knowledge and tricks of the trade as well as promote the established business they have created. For a newer agent, social media allows them to gain credibility and engage with the public while growing their database: the classic “fake it till’ you make it” thought process. Regardless of a REALTORS®’s experience, social media is a key tool for a successful business.
Although the pros certainly outweigh the cons, there are definitely some misconceptions around the use of social media in our business and its correlation with success. Firstly, creating content is not a replacement for directly connecting with your clients and database. Sometimes REALTORS® have made the mistake of focusing too much on the content they are creating and not making enough time for their clients. Whether it’s sending an email, picking up the phone, or going for a coffee, there is no replacement for direct contact with your clientele. There are so many ways to touch base with both your sphere as well as the public, and I am a strong advocate of face-to-face connection. In my early years, I built my business through open housing. Being able to have great conversations with the public in person allows you to show your knowledge and experience, as well as simply connecting with someone on a personal level. Some REALTORS® have a killer social media following, but don’t have much success on a transactional level, and that’s because they haven’t sharpened the other tools on their REALTOR® tool belt.
A successful real estate business is all about the grind. Treating your business like a business requires a REALTOR® to stay on top of their game using a multifaceted approach. I look at my business like I am going fishing. The more lines I cast out of the boat, the more chances I have at catching fish. Social media, open housing, door knocking, and community involvement are just some examples of ways you can build a successful business. Also, networking with other REALTORS® in your area as well as outside of your area of expertise is a great way to provide your clients with the best service possible. Having good relationships with other REALTORS® allows you to be on top of your game. A strong network can provide your buyers with potential exclusive listings and your sellers potential added interest that might not have materialized with standard marketing. Having relationships with other REALTORS® across the province and country can also give your clients the best service possible if they are making a big move.
The real estate market is always changing and there is always more you can learn. It is very important to continue education and training no matter how long you have been trading. The best brokerages take great pride in the training, mastermind groups, and mentorship programs they provide to their agents. To provide your clients with the best service possible, you have to be continuously honing your craft. Some of the most successful REALTORS® across the globe use Mastermind groups to analyze and compare their business with other industry leaders to maximize their potential.
In conclusion, social media is a great tool for a successful business, but don’t let it be your only tool. Creating a multifaceted approach to serve your clients is the best way to take your business to the next level.