Well-known for using cutting-edge technology, Benchmark Realty has been an early adopter of the paperless office and for operating “in the Cloud.” The integration of technology into the day-to-day life of its agents makes “hanging their license” with Benchmark an attractive choice for innovative agents. And, using technology and social media to build her real estate business is also something that Benchmark Realty agent Chris Elrod does nearly every day.
It falls into what she considers “indirect productive” work designed to generate the directly productive work of winning a listing or negotiating a sale.
After taking a class on using social media and working with some consultants, Elrod is a regular on Twitter with more than 5,000 followers, and she has a business Facebook page with more than 200 “Likes” as well.
Her messages and posts are often directly connected to real estate and housing, such as the link she recently shared on Facebook to a news update about phase two of Berry Farms in Franklin.
Other times, she’ll post something connected to activities in downtown Franklin, an inspirational item, or even something funny.
While she was getting the hang of social media, she learned how important it is to include key words in her posts that will connect people shopping for a house on the internet back to her name.
“You have to be very strategic in what you are doing,” she said. Since much of her business is centered in the Franklin market, Elrod includes “Franklin” or “Franklin TN” in her messages.
To get as much exposure as possible, she is connected to a service called HootSuite that puts her Twitter tweets into multiple streams, making them more accessible to more cell phone recipients.
And it works.
She boosted attendance when she tweeted about an open house she had recently in Westhaven.
After tweeting about a restaurant she enjoyed, she got an e-mail from some retirees in Philadelphia who had seen that tweet. They were looking for a house in Franklin.
Twitter and Facebook messages “let people know who I am,” Elrod said.
And that’s a positive foundation for doing business.
“People tend to want to work with a personality that they like, who they feel is authentic, and who they can trust,” she said.
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