By Laura Rubinchuk Schwartz
It seems there’s a new hyped technology in real estate every week. Old favorites include Facebook, Craigslist, Twitter, Blogging, YouTube, and LinkedIn. But what about those sites that were so popular so fast and now we never hear about them anymore? Remember Posterous, Postlets, and now Pinterest? Real estate agents tend to kill technology quickly.
With so much to do every day to keep your business going, the biggest of which is lead generation, do you really have time to learn every new platform that suddenly emerges? Probably not. Should you? Probably not. As an agent who built my business on technology, I have a few suggestions for those of you who feel like you’re drowning in new technology and don’t know where to start, or where to find the time:
1. Figure out what works with your schedule: You can’t be the master of all trades, but you can master just a few. Some things take more of a commitment to make it work, ex. Twitter and Facebook are daily commitments for most. Other platforms may just an as-needed thing, like Postlets for advertising listings or Craigslist (if you don’t use Craigslist for lead generation).
2. Don’t waste time learning every new technology. I haven’t spent a single minute on Pinterest. I see Facebook friends posting wedding ideas or baby shower themes on there — don’t kill this by inundating useless real estate information on it. Don’t force a round peg in a square hole just because someone told you to.
3. Learn something so you’re comfortable with it, then use it as part of your lead generation. Just like any other lead generation tool, anything you choose to do will take repeated use and attempts. Keep using it and if you learn to do it correctly, it’ll start to work.
4. You don’t need to know every single technology site to be tech-friendly. I’m a blogger, I contribute to local blogs in my area in addition to the YPN blog and my own real estate blog. Blogging accounted for about 60 percent of my business last year, but that doesn’t mean I know every blogging platform. I learned how to use WordPress really well, and that’s all I needed.
5. Don’t force technology on your clients. Yes, you’ll have clients who prefer to use e-mail, texting, DocuSign, Google Maps, etc. for their house hunt. You’ll also have clients who have no idea what DocuSign is or trust it…you’ll need to adapt. Real estate is still partly “old school” in practice, so remember to adapt to your clients and use whatever makes them comfortable. Without them, none of the technology in the world will matter!