Social media just an 'add-on': Sheargold

Brendan Wong and Stacey Moseley

With social media a hot issue in the industry this year, one leading coach and speaker is telling agents they do not need to be ‘social media masters’.

Founder and CEO of Real Estate Results Network Michael Sheargold told Real Estate Business that social media was just another tool for agents to do their job, but it often became a trapping for them.

“I have seen agents go and do a half-day or one-day course on social media in real estate and they come back with what I call the 'this is it' phenomena, and this is all they do," he said.

“They stop making calls, they stop meeting people face to face because it's all about social media, and they're hiding behind it as opposed to connecting."

He reminded agents and principals to see it as a strategy that helped them communicate and connect with their clients more easily.

Another issue was the quality of content that was being posted on social media channels.

“When we look at that, if you look at what you're posting and putting up in terms of social media, is it creating some attention? Is it creating some interest? Is it creating desire? Is it creating action?

“The biggest mistake I've seen is throwing all their properties up as if they were putting them on Domain or realestate.com, or their own company website," Mr Sheargold said.

“If we flip it around, what really needs to happen is it needs to be on there like a value-add.”

Mr Sheargold reminded agents to be “crystal clear” on their identity and whether their means of communication was expressing this.

“Does their car, do their open homes, does their voicemail message, does their social media, does their profile on the company website, YouTube, Facebook, LinkedIn, Google Plus and Twitter all link in and do they all add up to who you want to be known as in the marketplace? If they do, major thumbs up. If they don't, you've got some work to do,” he said.

Brendan Wong and Stacey Moseley

With social media a hot issue in the industry this year, one leading coach and speaker is telling agents they do not need to be ‘social media masters’.

Founder and CEO of Real Estate Results Network Michael Sheargold told Real Estate Business that social media was just another tool for agents to do their job, but it often became a trapping for them.

“I have seen agents go and do a half-day or one-day course on social media in real estate and they come back with what I call the 'this is it' phenomena, and this is all they do," he said.

“They stop making calls, they stop meeting people face to face because it's all about social media, and they're hiding behind it as opposed to connecting."

He reminded agents and principals to see it as a strategy that helped them communicate and connect with their clients more easily.

Another issue was the quality of content that was being posted on social media channels.

“When we look at that, if you look at what you're posting and putting up in terms of social media, is it creating some attention? Is it creating some interest? Is it creating desire? Is it creating action?

“The biggest mistake I've seen is throwing all their properties up as if they were putting them on Domain or realestate.com, or their own company website," Mr Sheargold said.

“If we flip it around, what really needs to happen is it needs to be on there like a value-add.”

Mr Sheargold reminded agents to be “crystal clear” on their identity and whether their means of communication was expressing this.

“Does their car, do their open homes, does their voicemail message, does their social media, does their profile on the company website, YouTube, Facebook, LinkedIn, Google Plus and Twitter all link in and do they all add up to who you want to be known as in the marketplace? If they do, major thumbs up. If they don't, you've got some work to do,” he said.

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