Agent 2.0: not-so-clever play on ‘Web 2.0’ or the future of real estate marketing?
[Ed. Note] Kelly Roark, of the real estate search site Trulia.com, joins FOREM as a contributing author today.
2.0 is everywhere now…Web 2.0, Real Estate 2.0…heck, I’m thinking about reinventing myself into Kelly 2.0.
So what about Agent 2.0? Whatever you call them, many of us know, manage or provide marketing support to Agent 2.0s—and not your ex-Cisco engineer turned uber-agent. My colleague Pierre Calzadilla, who’s trained agents for years on how to integrate technology into daily business, recently profiled what Agent 2.0 looks like:
- Not “tech savvy,” but “technologically empowered”
- Highly proficient in marketing, workflow and time management
- Aware of and open to new innovations, and how they can fit into one’s business
- In tune with consumer trends and changes in buyer/seller behavior (e.g., Gen X/Y)
- Appreciation for “old school” techniques but with an understanding of the value in adapting these techniques to new mediums
Agent 2.0s know their customers. In a unique market of home buyers/sellers from four distinct cultural generations - Civics, Boomers, Gen Xers and Gen Yers - Agent 2.0s know how each group thinks, and how to adapt their value prop to win business. (Good generational overview here.)
Agent 2.0s adapt their best offline techniques online. Are the offline and online worlds so different? If I asked a handful of agents what is their best source of business, 80% would tell me “referrals” – from offline business. Agent 2.0s continue to build their offline referrals, but have also adapted their best offline practices onto the Web to increase their exposure and referral business. They:
- Hang yard signs online – display listings in high profile “digital yards” where more consumers will see them
- Hang sign riders on their digital signs – ensure personal contact information is attached to all their online listings information
- Hand out business cards online – Beyond MySpace, they use well-known business networking sites in new ways to connect with a broader clientele at virtually no cost, such as:
- MeetUp –Agent 2.0s are joining/organizing real estate groups online and hosting events offline such as home-buying seminars.
- Yelp – With ratings on everything from restaurants to real estate agents, Agent 2.0s are rating their local service providers (lawyer, mortgage banker, dry cleaner, etc.) to position themselves as the local neighborhood expert in their yelp community.
- LinkedIn – Many of us network here, but Agent 2.0s are also participating in the Q&A section and asking clients for online recommendations and referrals.
- Trulia Voices – Agent 2.0s are dialoguing with consumers about real estate and setting up alerts to email them when a consumer asks questions about their local neighborhood. (Disclaimer: I work for Trulia!)
In many ways, this movement echoes Apple’s rebirth. Remember when they embarked on the ‘Think Different’ ad campaign…hanging on at $5/share with an identity crisis in the midst of a crowded, competitive market? Apple transformed ‘Think Different’ into a movement to reposition their consumer value proposition as better and unique. They created products that added something new and different to people’s daily lives. Apple shares are now holding strong around $144, and we can’t get enough of anything iP—–.
Sound Agent 2.0 to you? Let me know your thoughts.
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7 Comment(s)
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Rebecca Levinson | Sep 24, 2007 | Reply
I would add, Agent 2.0’s know how to use technology to improve time management. They don’t tethered to a computer all day, but they do allow themselves to be wired to communication by a mobile device while they are out in the field selling.
Rebecca D. Levinson- Connect2Agent.com
Steven Groves | Sep 24, 2007 | Reply
Kelly - you’ve hit the nail on the head there; just as I have with the Agent2.0™ I promote at http://www.StevenGroves.com.
As the model has come together so far, the recognition of an online and an offline presence is essential. It requires connections, social networking online, as well as an enhance capability to acquire, manage and p[resent data as the client wishes it - your comment about the generational aspect of the data is right on!
Welcome!
David G from Zillow.com | Sep 24, 2007 | Reply
Like all marketing initiatives, social media marketers (or Agent 2.0) should pay close attention to return on investment. Kelly, you missed the most important aspect to knowing your customer; namely knowing where to find them. Just like traditional marketing, the buckshot approach is not efficient.
Yelp, Meetup and LinkedIn won’t be more fertile virtual farms than (similar size) real estate oriented communities.
Agent 2.0 should rather spend their time;
- posting listings on craigslist / zillow
- blogging - and earning referrals from other Agent 2.0’s on Active Rain
- demonstrating their expertise on Zillow - by answering Home Q&A, joining Discussions, writing wiki articles, posting listings and joining neighborhoods.
- diving into the local housing forum on Craigslist
… and I’m sure there are more …
Hawaii Real Estate | Sep 24, 2007 | Reply
Regardless of how the agent decides to participate the message from my point of view is that they need to get in the game and start participating. Start by posting comments on the various boards, like zillow and trulia. Tackle blogs from a team perspective. Don’t let yourself get too caught up in technology; your pipeline dry up. A balanced approach is necessary with the committment and support from the broker community.
em | Sep 24, 2007 | Reply
oh god, first post an shes already plugging her company. good god. shameless.
John Schroeder | Sep 25, 2007 | Reply
I agree with Rebecca in the fact that having the tools to be mobile and still stay connected is essential. Smart Phones, Laptops with Wireless Cards, GPS, etc. Having all of the answers in your office is one thing…but being able to find the information or answer a question when you are on the go is even better.
Kelly Roark | Sep 25, 2007 | Reply
Folks, i only hit the surface with Agent 2.0 … David G and others, thanks for your additional input! This is a dialogue, so more ideas welcome. I don’t intend to advertorialize by providing a self-evident tip from my employer as part of a larger discussion. More important, the agents with whom i’m speaking are looking for new ways to get more, qualified customers, speed up transaction time & use new tools for efficient communication - all without overcomplicating their lives. It’s a tough balance. As for em, sounds like you have an opinion…what are some strategies to help agents continue to thrive in this market, especially for those who haven’t gone through a full real estate cycle?
P.S. for those who haven’t yet read Inman News today (Tues), check out “Street smarts: a lesson in social media.” Marc Davison offers an interesting perspective on the “lessons in social media” (aka, walking into the unchartered territory of social media without knowing the online ettiquette).