Saturday, October 19, 2013

Don't use Social Media for Commercial Real Estate...IF

I provide Location Advice  to owners and occupants of industrial buildings in Southern California...AKA I sell and lease commercial real estate for a living and have since 1984.

I recently started following The News Funnel on Twitter which morphed into a sign up for their is free by the way...and has resulted in the inspiration for this post.  Thank you Lindsey Kacher! The post is available here, as well!

I can hear the collective..."wait...I thought this was "don't" use social media? Ummm...he just sited an engagement through social media...what's up"?

Well my friends, that is the large word "IF".  You may be a commercial real estate dinosaur...

IF you don't care to engage with other #CRE thought leaders on industry "what's ups"

IF you have an established practice and there is NO chance that could EVER change (think 2008)

IF you would rather cold call for new business than have "them call you"

IF your thing isn't CRE inspiration, education, entertainment, or content consumption (you never read a newspaper or watch TV)

IF you prefer sign calls (do those exist anymore?)

IF you believe an "on-line presence" is a gift from

IF you want to be invisible to your clients AND new prospects

IF you can contact ALL of your past clients enough by calling them

OK, you see where I'm going? If you answered yes to one or more of these questions, you should ignore social media marketing for your commercial real estate brokerage practice. If, however, you believe that there is some merit to this "on-line" on.

What's the best way to get started? Slowly! If you've never been to a backyard BBQ, don't make a White House state dinner your first meal away. Social media is about engagement. Each platform has its own language. YOU'RE NOT SELLING, are listening, learning, and when you believe you can "add to the conversation", make a contribution.

What social networks are most effective? The one(s) where you can "find your voice". Some very successful #CRE social media marketers simply aggregate other's content. Others are serial bloggers...via You Tube or a written platform. There is no "correct way".

What's a good content strategy? One that is "sustainable" that green friends? Choose a strategy that will allow you to post, comment, or curate consistently.

How do I measure its effectiveness? When you get that first re tweet (thanks Linda Day Harrison, Bridget Willard and Matt Smith), that first comment on a group share on LinkedIn (thanks Howard Kline), when someone "likes" your business page, when your blog page-views reaches 500,000 (How's that feel Coy?), When Howard Kline invites you to be his guest on CRE Radio, when Duke Long calls and says..."hey I'm coming to SoCal, any chance we could grab coffee?...and then you appear on one or more of his Top Ten Lists!, when The News Funnel contacts you and ask you to guest blog...when you realize that you are not a voice in the wilderness...that someone is listening! Notice I didn't mention money. That's right! If money is ALL you care about, go manage a hedge fund.

What's the next big thing in Social Media? Who knows? I leave that up to my friends at the News Funnel...If I follow them, they will tell me.

Leave the dinosaurs to Fred, Wilma, Barnie, and Betty.


  1. Hey thanks for thinking of me.
    Maybe we shouldn't encourage people to tweet, that way they can eat our dust?
    HA! Just kidding.
    I don't roll that way.



    1. YOU gave me a great start with Twitter...I've been eating your dust for months:)

  2. Replies
    1. VERY kind comment, Matt! I really appreciate the way you listen, comment, re tweet, etc. REALLY means a lot to me. THANK YOU!

  3. Allen,

    Great finally putting a handshake with an email! Thanks for the link, that was some good commentary I really enjoyed it. To be honest, I really don’t do much social media for CRE. I mean I have my followers on instagram and my friends on Facebook that I keep up with but I don’t want to push my business on them there. I do have a LinkedIn and have been expanding my presence there but haven’t really blogged or even sent many messages there. I spoke for a bit with Howard Kline, as I’m fascinated with broadcasting and was supposed to be on am radio, he was letting me know that twitter has changed his operation significantly. All I use twitter for is updates on my injured Dodger and Kings players. Is that an avenue that you take advantage of regularly? If so do you have any advice?


    Chris Conway | Associate
    111 Pacifica Ste. 310 | Irvine, California 92618
    DL: (949) 790-3147 | F: (949) 727-1299 C: (949) 943-5174

    1. Hey Chris:

      Great to meet you as well!

      “Is that an avenue that you take advantage of regularly?
      If so do you have any advice?”

      Twitter is my favorite social media platform and my blog
      readership has expanded exponentially because of it. Feel
      free to follow me and you can see how I use it.

      As to advice, the last few paragraphs of this post sum it up.

      Good luck!

  4. Hi Allen:

    Regarding your latest blog – are you trying to rip off a beer commercial?

    I do think it is helpful to encourage your profession to use social media – and to give them a small blueprint for starting.

    Good job.


    Gregory W. Beck
    Certified Public Accountant

    1. "I don't always drink beer, but when I do I prefer Dos Equis"...the most interesting man in the world!

      Thanks to the most interesting accountant in the world!