Tales from the Techside

Advertising over time has quickly shifted from a printed media focus towards online. This is not new information the article referenced is over a year old. So why then are we still seeing a push towards traditional media in the Real Estate industry?

Nothing is ever as simple as it seems. I believe that for many people the reason they use Newspaper ads and printed flyers is because they are focusing on a particular market. By shifting online they are afraid that their advertising budget will stretch less than if they use a traditional media source. The question then to ask is who are you trying to reach?

I am 27 years old and have not read a printed newspaper since I was 12 and in social studies class. I read over several hundred blogs a day have CNN, BBC, and Fox News as my startpages. My father who is over 50 reads the local newspaper everyday. My wife is the same as me, in fact every year we get a free trial subscription to the local paper and we end up using it as kindling for our fireplace come winter. The big media companies have seen the writing on the wall and started shifting their focus online.

The simple fact is people are moving online and more often then not people go to the Internet as their primary source of information about products, people, and even homes. In the past year there has been a huge influx of start-up money and talent into developing what is the next big thing in online real estate applications.

From my perspective the next big killer app is going to be the platform that ties a local search like Yelp’s Maptastic Interface to a search for homes. If a consumer can find information about a home he or she might want to buy, places to eat and see with ratings in addition to the services of a rated REALTOR or real estate agent well then that site is going to be the place that people search for their homes, restaurants and entertainment.

The question at this point is not a matter of if but merely when.

One only has to visit a site like Yelp to see that local search is hitting its stride in fact Google recognizes this so well they are offering to hire people to form a sneaker-net and get local businesses signed up for their local search directory. In fact Yelp is quickly positioning itself to be the place people go for reviews online. I believe that REALTORS and real estate professionals can tap into that by encouraging clients to rate them on Yelp. Perhaps over time you might generate new business if not at least you know where you stand. Also this is already being done, click the link to see reviews of REALTORS in Pleasanton.

So how do you ensure that your brand and business is found and well represented. Simple, by starting a local Internet advertising campaign. If you read my article on managing your “Edentity” then the principles are the same.

To start create opportunities to be found. A great way to do that is to to start a blog if that is not to your taste then join social network for REALTORS like ActiveRain, or TruliaVoices. Each independently of one another will give you decent visibility in search results if you put the work into them. Together you will quickly create an online presence for yourself.

Next actively monitor your name in Google if you are unsure how to setup a Google alert check out my previous article on managing your “Edentity“. While your at scope your name on some of the user review sites out there you might be surprised what you find. For a comprehensive list of user review sites check Pat Kitano’s article out on Online Reputation Management for Realtors.

There are even services out the for managing your “Edentity”, ReputationDefender is an online service that works for individuals and businesses to manage their reputation online. If you don’t like their business model or if they cost too much then check out MerchantCircle which acts as a collection point for what is being said about you or your business online. One of the things I like about MerchantCircle is that you can respond to feedback and will generate a reputation score over time.

Ultimately as with everything else in recent months this is relatively untapped territory. I would imagine over time it will be common place for agents to refer to sites like Yelp for referrals and to encourage their clients to rate them on Yelp after a transaction is complete.

Mark Flavin

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