Real estate agents use social media to share listings, build their personal brand

Today's homebuyers are less likely to drive around town to see what houses are on the market. They're still searching for their dream homes, but they're doing it online and, increasingly, on social media -- and local real estate agents are following suit.

M.A. Bell, a real estate agent at Realty Executives of Cape County, says social media is like an "instant billboard" that has helped her promote her business, build relationships with clients and make sales more quickly than was possible in the past.

"It's a massive time-saver because word about my services and listings gets out so quickly to so many people that it's pretty incredible compared to technology from 10 years ago, when it would have taken days and maybe even a couple weeks for that info to have gotten out," says Bell. "I have an immediate networking capability that didn't exist before. It enhances my sales as a result, and more prospective buyers and sellers know I'm in the business to help them than there would have been without it." An added benefit of sites like Facebook, Pinterest and YouTube is they're easy on real estate agents' advertising budgets: They're free to use, though Facebook does have the option to pay for ads and boost the reach of your posts.

Debbie Thurman, a real estate agent at Coldwell Banker Abernathy Realty, uses Facebook and Pinterest to share information not just about her listings, but decorating ideas, paint choices and more. She says she likes the opportunity to engage with her "followers" in a meaningful way that doesn't require much time.

"It's freed me up to do other things I need to do for my listings and buyers," she says. "It's giving me more exposure and giving my listings more exposure. And I don't concentrate on just listings; I put different things that could help homeowners or homebuyers, whether it be lending tips or purchasing tips, staging your home -- any aspect of buying or selling or maintaining a home."

Thurman continues to use print and digital advertising and her personal website, not to mention her name and photo on the yard signs at homes she's selling.

"It's reinforcement all the way around and it's helping whenever someone searches for my name or they're buying a home in this area -- it pushes my name further to the top," she says. As for social media, she adds, "It helps me reach out further and engage people in other areas, and it helps to remind people that I'm out there."

rustmedia of Cape Girardeau is also doing its part to pair Southeast Missouri real estate with social media. The website www.semohouseunter.com now has a Facebook page to share a "Sunday Showcase" home, a house of the week, home design and maintenance articles and more. The company also works with local real estate companies and agents to create a social media presence.

"It's becoming a very important part of the homebuying process -- people are having conversations about real estate on social media," says Shad Burner, sales director at rustmedia.

Pinterest, especially, is driving users' decisions about what kind of home to look for and how to decorate it, says Hillarie Mueller, lead project manager at rustmedia.

"It opens the window for relationships to be made more quickly than they were able to in the past," she says. "People are coming to (the agents) now, so there's not as much time spent looking for new leads. ... Social media is a big way to get up in the real estate market, and it's become a tool for quite a few agents. Those who aren't using it are missing out."

However, agents say there will always be times when it's best to put down the smartphones and interact with clients in person.

"Nothing can replace face-to-face, eyeball-to-eyeball meetings or a live telephone call. That's still Marketing 101 -- direct contact," says Bell. "But, it is greatly supplemented by the use of Facebook."