If you are like me you have been proliferated with the importance of online or "social" marketing. I still can't figure out what's so social about not speaking to anyone. You have been told there are several MUSTS if you are to keep pace (forget ahead) of your competition. For example, your must have 1) A personal website 2) A Tweeter Account 3) A Blog and 4) a Linked In account, at the bare minimum. In addition to these MUSTS, you have to have an integrated marketing platform that creates push and pull campaigns on a varied, yet consistent basis. Now if you really want to get the most out of the Web 2.0 (or is it 3.0?) culture, you should have your own Facebook account and personal YouTube Channel... personal You Tube Channel - are you serious?
Did I mention if you are a commercial real estate broker, you also need to find time to find, win and fulfill business? How can a dedicated commercial real estate professional, whose life blood is personal relationships and transactions cultivated from these relationships, take any valuable time away to focus on some fad that will last a year or two at most? Heck, I heard the other day that most folks stop using their Tweeter accounts after the first 30 days. I really don't care where you went this weekend with your dog.
Well, unfortunately we have little choice. You can look at any industry, including commercial real estate and more and more opportunities are finding the broker, versus the other way around. That's right, investors, users, owners, tenants are all looking for solutions and they are using the internet as their prime source. If you think you have a loyal client that will never leave, think again. Once that client is bombarded with a proactive and aggressive marketing campaign that persuades him your competition is smarter, better, faster and has a more robust online presence, you will find yourself in the same position as Augustus Gloop, that "chunky" kid who fell in Willy Wonka's chocolate river. He was sucked up and left behind.
Don't get me wrong. Another MUST with social marketing is you MUST continue to have personal relationships and you MUST prospect now more than ever before. Web 2.0, 3.0, etc is here to stay and you need to find a way to get on board. But it is not the only answer. A robust online marketing solution creates a presence. Prospecting with presence creates wealth.
By the way, you can follow me on my web page, Linked In, Tweeter, my Blog and yes our soon to be released Massimo YouTube Channel. I still need to figure out the whole Facebook thing.
Rod N. Santomassimo is the founder and president of the Massimo Group, A Certified Commercial Investment Member (CCIM), Rod possesses 20 years of commercial real estate industry experience. The Massimo Group is a commercial real estate coaching and commercial real estate training organization focused on maximizing the income production of individual commercial real estate brokers and/or their teams.
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