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Social media no substitute for ‘important’ hard work, says expert

By Tim Neary
25 July 2018 | 10 minute read
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One social media expert says that in the fast-paced, competitive world of real estate, implementing a social media strategy shouldn’t be confused with taking a shortcut.

Bluewire Media’s digital marketing expert, Adam Franklin, said that social media isn’t an excuse to avoid the “important work” of making sales calls and closing new business.

“Social media will help amplify what BDMs and agents are doing and keep them top of mind, but they still need to do the work,” Mr Franklin told a masterclass of Ray White Queensland’s property management members last week.

“People say they don’t have the time to work on a social strategy, but you can sketch a strategy on a piece of paper and implement it if you have a smartphone these days.”

During the session at Ray White Queensland’s corporate head office, Mr Franklin told the Ray White members that they were already well positioned to take advantage of the benefits afforded by a digital online strategy.

“The fact is, you all have the right ingredients to be successful online as you all work in high trust-based relationship businesses with clients who know, like and trust you.

“You all have authority and runs on the board. Your online profile is your digital representation of you and your business.”

Mr Franklin also busted other social media myths during the session.


“People often say social media takes too much time, but it can also help you win time back down the track. Social media’s scale allows you to reach thousands of people that you cannot call each day.

“People are on their phones all the time now, so that’s where our content needs to show up. You don’t need to pay a cent to Facebook, LinkedIn or Google. LinkedIn offers a huge reach for free at the moment, and given you are in a high-trust relationship, that is a very appropriate platform.

“What works is if you showcase upcoming events, the best streets in the area, local businesses and local history. Don’t expect buyers immediately, but listings and managements will roll in within three to 12 months.”

Mr Franklin said that it’s not who you know; it’s who knows you.

“So, be visible and be helpful.”

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