Businesses often look for an edge when marketing to their audience. Over the past fifteen years, we’ve seen technologies come and go in the blink of an eye.
Many businesses look at new technologies to spread information on product or services in a cost-effective manner. But many technologies are forced into roles that are not suited for the business. It’s called the Square-Peg-Syndrome (ala Round Hole fame) and it runs rampant in Real Estate.
The Internet has always promised the delivery of information at the speed of light. Some aspects of marketing and communications on the Internet are very beneficial to Real Estate professionals. Email and the Web have been proven to be a cost-effective way to market listings and Sale Representatives. They provide consumers with 24/7 access to information and open the lines of communication.
The growth and popularity of the Internet keeps the Real Estate Sales community searching for the next big opportunity to stay ahead of their competition. Many new technologies have arrived that allow for better networking. Social networks, blogs and micro-blogs (Twitter) are prime examples.
But it’s these technologies that suffer from the Square-Peg-Syndrome in Real Estate. They have been placed in a role which they cannot and do not fit. Blogging about Real Estate topics, building your followers on Twitter and marketing listings on social networking sites – while free – are proving to be futile Real Estate marketing platforms. Social networking has been given a suitable name (note the ’social’ part). There are listings sites already in place and they do a fantastic job of reaching out to consumers.
So our words of wisdom….if the Internet technology you are adopting has not been designed specifically for Real Estate (ie. Real Estate websites, Real Estate blogs) then chances are it’s a Square Peg technology.
If you are invited to a seminar on how to build your real estate business with social networks or Twitter, do yourself a favour and walk away…fast.
