They are the visionaries, the forward-thinking, the stubborn, the obsessed, the tech-savvy, the creative minds always pushing boundaries. They are entrepreneurs pushing the old ways aside, data scientists discovering new ways to examine behavior, marketers inventing new ways to showcase properties, agents developing new ways to reach clients, companies building new technologies, brokerages creating whole new ways of doing business. They are the Inman Innovator Finalists, and they’re leading us into the future of real estate.
He’s an entrepreneur who made himself into a media brand. She’s an agent who landed a $20 million listing after just a year in the business. It’s a company that developed an augmented-reality tool to show prospective buyers what an interior-decorated home might look like — during a showing, on their phones. They’re all finalists.
“We are honored to celebrate so much creativity and invention,” said Inman publisher Brad Inman. “Never in the history of the Innovator Awards has there been so much innovation and, therefore, never has our list of finalists been so large — these are exciting times.”
Who will win? The 2017 Inman Innovators will be revealed at Inman Connect in San Francisco the week of August 7-11, 2017, followed by the not-to-be-missed party that’ll wrap up Inman Connect San Francisco and celebrate the Inman Innovators.
Raj Qsar is the principal/owner of The Boutique Real Estate Group and spends much of his time traveling to far flung destinations educating those in the real estate industry on the finer points of effectively using technology and social media.
The Southern California-based influencer will take the stage during Inman’s Indie Broker Summit on Monday, August 7 to address brokers from across the country on how to strategically think about their technology choices in their own practices.
Social media has been a powerful tool for the real estate industry. Real estate social media accounts have sprouted up everywhere! Brokerages, publications, investment firms and realtors are all on social media.
Below is a list of amazing real estate social media accounts! Click on the buttons below to skip to your favourite platform!
Facebook – Real Estate Social Media
The Boutique Real Estate Group
It’s safe to say that you could follow The Boutique Real Estate Group on any of their social media accounts. But, with over 30,000 likes on their Facebook page, we saw it fit to include them in this section! However, it’s not just about likes, they also get hundreds of likes, loves and wows on every post!
As part of its “Meet The Intern” campaign, tech company HP filmed a series of commercials showcasing Fox Sports host and Extra co-host Charissa Thomson interning at four companies.
Two of them were Giveback Homes and The Boutique Real Estate Group — two hallmark brands within the real estate industry.
The campaign ads, which began airing on Super Bowl Sunday, show Thomson helping craft a travel packet for Giveback Homes and organize a swanky open house for The Boutique RE Group, all while showing off HP’s newest OfficeJet Pro printer.
Giveback Homes co-founder Caroline Pinal said HP found them through social media and noted Giveback’s “authentic social media presence,” and that the company was captured by co-founder Blake Andrews’ story and mission to spread the message of social responsibility to the real estate industry as a whole.
Pinal says the feedback on the ad has been positive, with supporters inside and outside of the industry giving their kudos.
“Giveback Homes Members are thrilled to see the Giveback Homes movement taking on a consumer-facing approach and proud to be part of it,” she said.
“Giveback Homes has also received online support from their friends like Toms Founder Blake Mycoskie, TV host Charissa Thompson, and animal conservationist Black Jaguar White Tiger.”
Raj Qsar, the principal and owner of The Boutique Real Estate Group — who is known for his vibrant digital presence and strategies — said HP reached out to him via social media as well.
“It was a super fun project,” said Qsar, and the ads have brought amazing feedback and robust traffic to his brokerage.
The ad campaign is only the beginning for both companies.
Giveback Homes is taking their relationship with HP offline by hosting a “Build Day” on April 21 in Los Angeles, with Thomson continuing her “internship” by helping to build a home.
As for The Boutique Real Estate Group, Qsar says the brokerage will be working with other big name brands in the very near future.
But with a bombardment of banners, popups and ad word choices filling the margins of their screen, how are real estate agents going to grab potential clients from cyberspace and bring them offline, where the lead becomes your client?
Is your head still lingering in the circa 2006 cyberspace, where you register a domain and start a website with a landing page that forces people to register?
An obituary for this bygone process might read like this: beloved agent bought a lead capture website from one of the hundreds of real estate website providers, ran some Google AdWords or general Facebook ads that linked back to a landing page and watched the leads roll in.
Some very successful agents still swear by the simplicity of this method and utilize a widely cast net of web presence. Expert agents build sites with offers to buyers and sellers and then run their offer everywhere — Craigslist, Instagram, Facebook, blogs and search engines.
But again, the system is getting increasingly chaotic, so simply spinning a web on the internet and waiting for a client to fly into it is not enough.
Like sand through the hourglass
Funneling leads has gotten more sophisticated as attention has become an increasingly precious commodity.
Agents are establishing what are called marketing funnels. Think of sand through the hourglass (unless you are having a midlife crisis, then think of something else) — there is a lot of sand in the top of the hourglass, but only a few grains trickle down at a time.
For a moment, single grains are falling, unique and isolated, before they land and get lost in the sandy shuffle. So it is with the faceless, nameless and impersonal masses of potential clientele on the web.
Funneling, then, sounds a bit too automated. It is not so simple, and it requires the lead nurturing of agents and inside sales agents (ISAs) through phone calls, voicemails, text messages and emails.
You have only moments with your prospect — while that sand is falling from the mass of grains — to educate and nurture the prospect enough times to get them to choose to do business with you.
Your marketing funnel can have singular sources or many. There are the sources online that we discussed above.
Classic ads and print mail can also drive your leads to landing pages where, hopefully, the lead registers, and, generally, they get an automated response from the agent’s CRM.
This then sends the agent an alert, and the CRM continues to follow up with the lead until they respond.
An effective hyperlocal approach
But, in a recent post to the Facebook group Lab Coat Agents, Raj Qsar outlined a more complex (but comprehensive) view of the modern marketing funnel — the necessary paradox of appearing hyperlocal, but also everywhere.
Note the current web of interconnectivity necessary today to get in front of a prospect and stay there until they are a client.
This is where the digital lead machine comes to fruition. Qsar’s example is specific to Zillow’s platform:
Lead registers via your online portal.
Agents are notified via text or email (contact receives a notification as well — a phone call from a live assistant in under five minutes).
They are transferred to an ISA.
Prospect is uploaded (generally this is automated) to the agent’s CRM.
CRM drips lead content such as stats, blog posts, events, etc.
Prospect is uploaded to listing alert software.
Zillow adds contact into drip campaign with 19 touches in 30 days.
Ideally, you also have a retargeting digital ad campaign in the same ZIP code or city where this lead is looking, so you are “following them around the web” with your digital advertisement (various ads) creating brand and agent recognition.
Print mailing campaigns in the same ZIP code or city as the initial lead.
The print mailing has a lead capture landing page and retargeting pixel so you can follow them around the web.
Handwritten letters are sent to any leads interacting with your marketing, and emails, generated from sign-ups or subscriptions, are dispatched weekly or monthly depending on volume.
The more data received from these leads, the more you can hone and focus social media marketing campaigns, like city or ZIP targeted Facebook ads, Facebook groups and broader Google Ads to cast a wider range of coverage.
At this point, it is time to get local — get seen! Take the hyperlocal campaign from the web, where your ZIP code specific prospects are seeing your presence, to the streets — to “real life” through local appearances and events.
We asked in the opening paragraph: how do you pluck a prospect from the web?
Well, sometimes you need to make your presence known on the web through focused marketing efforts, and then move yourself from cyberspace into the real world.
This is where the moment of realization occurs for your prospects: “Hey, I’ve seen those ads, those emails, mailers, listings, etc. Let’s talk.”
If the commodity is a moment of attention — the moment the sand is falling from the hourglass — then focusing your digital lead machine with the above-mentioned tweaks could make all the difference.
Dale Archdekin is the founder of Smart Inside Sales and the current director of lead generation for Global Living Companies at Keller Williams in Philadelphia. Follow him on Facebook or checkout his Facebook group.
The Boutique Real Estate Group is a boutique real estate brokerage founded in Orange County, CA, that focuses on brilliant design, beautiful marketing & luxury services. The Boutique has created a culture that spurs collaboration, technology and social media with a unique marketing approach. We stopped by their new listing The Pinnacle House to ask them a few questions…
Who is the patient one?
Raj: Me, for sure that’s me I’m the patient one.
Who spends more time on their phone?
Raj: Me, but for work!
Christina: Not true! He’s on social media 24 hours a day! He snaps everything.
The Inman Innovator Awards are given each year to recognize and celebrate industry innovation and accomplishments.
In some cases, a specific app, technology or business process qualifies someone for consideration. In other cases, the company as a whole consistently tries new things, adopts new technology or creates a new culture or approach to real estate.
How does the selection process work — and who decides?
The process for selection begins with identifying companies and individuals who meet these standards. A list of prospects is culled from input from the Inman editorial team and leaders in the industry.
The final decision on finalists and winners is made by editor Amber Taufen and publisher Brad Inman, and the Inman editorial team gives feedback throughout the process.
This year for the first time, Inman will be announcing one winner in each category plus two runners-up — for a total of three noteworthy names.
The winners will be announced when the red carpet is rolled out for the Innovator Bash. Do not miss this one-of-a-kind industry event, August 4, 2016, at 8 p.m. at Inman Connect. Dress up, walk down the red carpet, drink, eat, dance and celebrate industry innovation.
COOKING DEMO | Ode to the BurgerUnleash your inner chef. The theme of this month’s cooking class will be Ode to the Burger. Perfect for cooks of all levels.
YOGA IN THE PARK | Self NavigationYoga and meditation that will focus on self navigation. Perfect for beginner and intermediate yogis.
FRIDAY NIGHT HAPPENINGS | Honky Tonk NightCountry music is about storytelling. Join us for a night of music in the great southern tradition, by the Freightshakers. Plus a convoy of food trucks, including GD Bro Burger, Bear Flag Fish Co., the Viking Truck, and Drive Me Cookie. And pottery demonstrations.
YOGA IN THE PARK | Strength and SoftnessYoga and meditation that will focus on strength and softness. Perfect for beginner and intermediate yogis.
GARDEN WORKSHOP | Surviving the Summer HeatThe heat of summer can take a toll on gardens and gardeners. Discussion to include irrigation techniques, how to operate irrigation timers, water conservation, runoff friendly hardscape, and the benefits of mulching.
YOGA IN THE PARK | Creating SpaceYoga and meditation that will focus on creating space. Perfect for beginner and intermediate yogis.
Please register in advance for Cooking Demos, Garden Workshops and Yoga Classes.
For More Information on These Events Please Email Michele.Chiu@TheBoutiqueRE.com
Laguna Beach is like no other place in Orange County. Take a moment and soak this in. The landscape, culture, people and the colors (ohhh the colors), makes it even hard to compare even to it’s neighboring cities. Even the scent of the ocean is different. The people of Laguna Beach know what I’m talking about, so this may be a odd concept to picture if you’ve never been here before.
But for those of you that live here and had to narrow down the best thing that this city has to offer, what would it be? Would it be the effect that the cool crisp air has across your skin as you open up the door for the first time in the morning? Or what about the grains of sand in between you toes as you walk along the beach? Maybe it’s the sound of the splashing waves as they hit the shore?
For me Laguna Beach is like a botanical garden. So alive, surrounded by diversity as every element changes so subtly. A collection of organic specimens that thrive and flow freely like a poem in harmony. Nothing ever stays the same but nothing really ever changes either.
So have I done it? Have I lost you in translation? Good, because this is the essence that makes Laguna Beach so unique and abstract. Everything that this city has to offer culminates to understanding this concept. But to understand this, you have to come and experience it for yourself. Your path might be different but you will all end up in the same place. You will understand that magnificence is a word that falls short in describing this city and all that it has to offer.
For a private home tour of Laguna Beach please contact Chris Kwon at Chris.Kwon@TheBoutiqueRE.com