Real estate can be a lonely
business. I speak to practitioners every day who spend their time running from
fire to fire, client to client, talking to dozens of people per day — and they
still feel as if they are completely alone in their efforts. Gone are the days
when real estate professionals spent their life at a desk in an office. The
community we once had is being replaced by technology, digital transactions, and
It would be easy to blame the technology, the portals, or the culture of your
office. We could complain that the smartphone is replacing belly-to-belly
contact or that Facebook is ruining the relationship process. We may long for
the times when we sat around the coffee pot and leafed through the new-listing
Folks, those days are never coming back. If you are longing for the “good ol’
days” in real estate to return, you may as well cash your chips in now.
Ironically, the key to surviving (and thriving) in the face of all this
technology is still people. The need to surround yourself with great people has
never been greater in this business. It has also never been easier, given the
abundance of social media. And what an amazing opportunity social media is! You
have the ability to connect with smart, wise, inspiring people around the globe
in ways you never had before. You can gather them into a tribe of warriors that
will help you take your business to places you never dreamed.
Social media isn’t keeping you from building meaningful relationships. How you
spend your time on social — and more specifically, who you hang out with — could
be the bigger problem.
Too often, we engage online in conversations and with communities of people who
would rather whine than empower. Friends, it is no one’s fault but your own if
you choose to do that. I’m sick to death of coaches, trainers, and managers
telling practitioners that social media is a waste of time. Anything is a waste
of time if you allow it to be.
Follow these best practices to start finding the good in social networks instead
of getting mired down in the drama:
Don’t be afraid to clean house. Unfriend, block, or unfollow those who don’t add
value or clog your feed with negative energy. You do not have to accept every
friend request. (In fact, blindly accepting every request is a horrible idea.)
Avoid groups where pros just complain about each other. You know which ones I am
talking about. Sure, venting can feel therapeutic, and everyone needs to vent
once in a while. But keep in mind that everything you say online is public, and
you have no control over who shares it or takes a screenshot.
Don’t be afraid to reach out to people who you admire. One of the very best
advantages of social networking is that you have the opportunity to converse
with anyone, anywhere. Seek out those who are positive and trying new things.
Your outlook will change completely if you spend time curating a tribe of people
who will encourage you. The same way you are prospecting for new business, you
need to be prospecting for a tribe. Seek out those who add value to this
industry, and engage them in conversation. How often are you adding to your
personal tribe? Are you networking for allies and mentors, rather than just
someone to refer to? Social media is not your problem, but it can be your
solution. It all depends on how you look at it.