From November 8-11, thousands of REALTORS® gathered at the Moscone Center in San Francisco, Calif., for the annual REALTORS® Conference & Expo. Over the course of the four-day weekend, experts presented on a range of real estate-related topics during more than 100 educational sessions.
Two sessions, "Leveraging LinkedIn for Real Estate Success" and "Facebook & Instagram Stories That Lead to Conversions," dealt with the important issue of staying top-of-mind with your clients by utilizing the channels they use.
"If you sell real estate, you need homebuyers that have money, so there's a very good chance they're on LinkedIn," said presenter Christy Hoskins, founder and CEO of Professionalpedia.
Hoskins, as well as presenters for the Stories session Barbara Betts, broker/owner of The Betts Realty Group; and Marki Lemons Ryhal, owner of ReMarkiTable LLC, discussed not only why the platforms are so important, but how to use them, as well.
Stories are the ephemeral videos that last 24 hours. They first gained popularity on Instagram, and Facebook—which, not coincidentally, owns Instagram—launched a version of Stories in 2017.
"According to Facebook, video will be most of their content in the next 12 months and they're using their algorithms to get there," said Ryhal.
After Ryhal explained the "why" of Stories, Betts took over and walked the packed room through utilizing Stories effectively, just as Hoskins had done the day before when she taught the REALTORS® present how to enhance their LinkedIn profiles.
"By simply documenting my day, Stories make me authentic and vulnerable," said Betts. "It's real-time marketing."
Betts then went on to explain how the old marketing adage that people need to know you, like you then trust you before they'll buy from you, now needs to add "see you" before they get to know you, and that's where these platforms come in.
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