Are you ready for an astounding statistic – one that will make any real estate agent drool?
Twitter has over a half billion users.
Let that sink in for a minute. Surely, out of 500 million users, some of them have to be looking to buy or sell real estate, right?
Twitter’s Reach
Not so, according to Eric Proulx, RealEstate.com’s social media manager. “I’m willing to wager that the number of active homebuyers searching Twitter for real estate or an agent is very low.”
That may seem harsh, but Proulx understands that only 27 percent of these Twitter users are located in the United States. That percentage is dwindling too, according to a study conducted by Semiocast.
In fact, Twitter’s most active users don’t even live in the U.S. Even more surprising is that Semiocast’s “Top 20 Cities by Number of Posts Tweeted” includes only six U.S. cities: New York, Chicago, Los Angeles, Miami, Atlanta and Houston.
Unless you practice real estate in one of these cities, or you are hoping to attract clients from Jakarta, Tokyo or London, you may want to reconsider just how much time you’ll spend on Twitter.
If, on the other hand, you have decided that Twitter deserves a spot in your social media strategy, it’s important to learn how to use it effectively.
Listings as Spam
The number one rule (and it cuts across all social media for the real estate agent) is: DO NOT TWEET LISTINGS.
“The reason why people shouldn’t be tweeting their listings is the same as why they shouldn’t post them on their Facebook page. It’s annoying and it’s borderline spam,” Proulx warns. “Plus, Twitter may flag them for it,” he continues.
As proof of the listing-as-spam view, real estate trainer and consultant Jerry Kidd shares this tweet from someone in Georgia: “Ended up on a Realtor®’s mailing list. Now I get DAILY emails on how she is dedicated to serving me. Talk about a business killer…”
Here’s another: “New year = new Realtor® spam.”
“Please stop tweeting your listings,” begs Lisa Ludlow Archer with Keller Williams Realty in Charlotte, N.C. “It’s like walking into a coffee shop and shouting out ‘123 Main Street!’ Nobody does that,” she explains. Archer recommends that, if you must tweet about a listing, tweet things about the listing that you find interesting.
Quantity vs. Quality
A quality Twitter post, according to Archer, is a lot like a conversation you have at a cocktail party.
Highlight one feature – maybe it’s a city view or an amazing fireplace. “Can you imagine spending your evenings here?” is an example of what Archer might post with a photo of the feature.
Then, stop. Tweet about other things before tweeting something else about a listing. This gives those following you a break, and you don’t end up with a reputation of being just another constantly self-promoting real estate agent.
“Remember when you do tweet to be brief, be bright and be gone,” recommends Marty Boardman, Realtor®, CFO and real estate instructor for the Arizona Department of Real Estate.
Determine a Twitter Strategy
Twitter advice for real estate agents is all over the Internet, yet even these so-called experts don’t seem to get it. Their advice typically revolves around posting listings and how to “use Twitter to generate more leads, sales and profits.”
The social media sphere is not the place for you to generate anything but relationships. Use your website and blog to generate business. Twitter, and other social media platforms, are for getting to know potential clients and, most importantly, allowing them to get to know you.
Think about why you are using Twitter. Then, toss out the following:
- To get new listings.
- To find buyers.
- To advertise listings.
- To promote open houses.
Keep the following goals:
- Extend my influence.
- To build and maintain relationships that will lead to more business.
Position yourself (subtly) as the neighborhood or area expert with hyper-local tweets. These might include your visit to a new local business, your favorite local park, attendance at a local event, where to find the best deals in town such as the best happy hour, best dog park, best consignment store or best of anything.
Build and maintain relationships by contributing value. Tweet a link to an article that a follower might find interesting and don’t forget to cc their name (Example: cc @myfavepastclient). Most of all, in 140 characters or less, be social, listen and respond to your followers, show interest in others, and be yourself.
Do you tweet listings? If so, how’s that working for you?
{ 14 comments… read them below or add one }
Very informative article. I use my twitter to post real estate news in NYC. I have actually gained some contacts through twitter. I believe because of my name more so than my tweets about NYC real estate. Lol. But I feel what ever works for people is what they should do. There are 100 million opinions of how to do things the right way.
Thanks for the article.
I really enjoyed the info and I must admit you’re so right. I will be thinking about this in the future.
Thanks so much
Wondered why I do not tweet often!
A timely word to me. I have been feeling under pressure to “get with it” meaning, dive into the Twitter and Facebook thing with all the other Realtors. It feels artificial and you’re right, imposing business advertising on people who are already bombarded.
Thank you for this.
Thanks for the article. I enjoyed it and must admit that I avoid following realtors just because of all the Listings and Open House spam.
Having said that, it dawned on me recently that everyone is entitled to make their Twitter account whatever they want it to be. Perhaps Realtors actually are building Twitter networks that consist of just other Realtors. Having a Realtors-only Twitter network may serve Realtors well. Twitter might be a great vehicle to get the scope on new listings before they hit MLS…. and then there is the possibility that Realtors can reach other Realtors outside of their board. So if I’m a TREB member with a Client buying in Oakville, in theory, you can get access to Oakville Listings and Open Houses through your Twitter network.
Something to ponder ….
That is a great idea, I am new to Twitter and Social Media. But is there a way to segment followers into groups like Google+ circles? Then one could tweet new listings and open houses to the realtor group on a regular basis, and less frequently to the relationship building groups.
I’m not sure about that Robin. But wouldn’t an email blast work better?
Same can be said for Facebook and LinkedIn which are also sites to be social (Facebook) and make business connections (LinkedIn). They are not your place to advertise what you are selling – houses, cosmetics, software, etc. LinkedIn is now mostly full of ads and has lost its validity for me. I used to visit to keep up with my connections new jobs and promotions which are still there among all the junk mail.
Please stop tweeting period…honestly just a waste..
I agree, Rich. I must admit I don’t get the attraction. That may be, however, because I’m a writer and the thought of getting a point across with so few characters is strange to me. I honestly didn’t think Twitter would last as long as it has.
This may be the most telling comment of all. If you don’t “get” twitter what are you doing writing about it? Sounds like you may need to do some more research with people who use it in a way that creates new contacts and drives business. What is communicated best by twitter is not in the few characters you refer to but in the links to content of interest to a target market.
Good point, Steven. I think I should’ve made myself clearer. I do understand Twitter and know quite a bit about it. What I don’t “get,” (I should’ve said) is the ATTRACTION to Twitter.
Thanks for chiming in, though!
I’ve made some connections on Twitter with people who ride bikes — because I ride bikes — which led to meeting and riding in person, then their reaching out to me for real estate help. Last year I helped 2 out-of-area Tweeps buy and sell homes, which meant 2 nice referral checks for me. Year before I did 3. I enjoy Twitter and making connections — my life is richer for them — and if I make money then that’s an unexpected bonus. YMMV
Very good article. Not only was this informative but very accurate! For all my fellow agents… Twitter is a place to be “cool” and social. Just a word of advice… #CelebrityRealtor @jaymrrealestate