In the following interview, Jolie Powell, broker/owner of Jolie Powell Realty in Port Jefferson, N.Y.., discusses the power of social media and why consistency—and trust—are essential in real estate.
Region Served: North Shore, Long Island, N.Y.
Why is social media marketing critical to your boutique brokerage?
I wholeheartedly believe in social media, particularly because of the fact that most of our buyers are millennials, and that’s where they are. I tell my agents that you have to have a storefront of sorts, or a hub, for all your social media marketing—it’s not only with Facebook, but LinkedIn, Twitter, YouTube, Pinterest, Google+, and all of the above. I have millennial kids myself. I know what they’ve been doing and they’ve taught me everything I know, so I’ve always been ahead of the curve when it comes to marketing.
Besides Facebook, what other social media sites do you feel are important?
I get more comments from LinkedIn followers than I do from Facebook. I think Twitter is important, too. Twitter works when I post open houses or any event that is happening the day of. It works when there’s something currently happening that I want to make people aware of. Again, I think of all of it like a storefront, and it’s all important.
What is the biggest challenge you face in terms of social media?
I do believe you need to be consistent—and I didn’t have that consistency because I’m not only a broker/owner, but I list and sell, too. I wanted that presence done automatically without me having to think about it.
You recently added RISMedia’s ACE to your social media marketing strategy to help with that consistency. What do you like best about the ACE program?
I really like the articles that RISMedia is posting because I think no matter what market you’re in, you’re able to relate to it. This automated system just works for me. I think the combination of what RISMedia is posting, along with my local community information, is a win-win situation. I also like the fact that each post comes with a comment on it as well…there’s a line attached to each post. I’m very happy to be a part of it.
How important are ACE’s branded landing pages to your overall efforts?
If you click on the posts that RISMedia is posting, the branded pages are the beauty of it and that’s how it should be. It’s important to keep our realty brand going when users click on posts because, again, you have to be in people’s faces consistently.
Why is quality content vital to your online marketing goals?
Relevant content sparks action for somebody who’s following us to read it and to develop a trust. In our business, it’s all about trust and likability, so it’s important to keep consistent with a good amount of information. The content has to hit home for me, too, and ACE’s posts have been. I can say, “Yes, I relate to this.”
For more information, please visit ace.rismedia.com.