The $60,000 click

By: Jeff Biebuyck

Here is a great story.  A friend of mine who is a real agent got a call for a showing on a $2,500,000 listing.  It was an internet lead and the buyers had no representation, which happens to be increasing due to the fact that over 85% of all buyers go to the internet to start their search. The buyers were from out of the country on their vacation (or Holiday as they call it).  The buyers liked the house but were not ready to purchase at that time.  As they were leaving, the agent exchanged cards and thought to themselves, “Great, another waste of time “looky-lew” buyer, and this one is from out of the country!”  The agent is most likely going to right it off as another Sunday afternoon that they could have been home with the family.  After all, the buyers were not ready to purchase for possibly another year.

Ah, you begin to sense the emerging glass-half-empty scenario that we as real estate agents tend to frequently imbibe…

That night, the agent received an email notification from Facebook.  It was a message from the buyers!  The buyers asked them to be “Facebook friends.”  Here is a series of Facebook emails and posts from the buyer over the next 6 months on how this online relationship blossomed into a friendship, and a transaction.

• It was great to meet you and thank you for the time today.  Let’s stay in touch and keep me posted on any new listings that you see might work for us.
• You have a such a beautiful family.  Great vacation shots! We love to go to Hawaii at that resort as well!
• I enjoyed that movie too!
• Happy Birthday!
• Thanks for the updates, we are ready to buy and we like the listing you sent to us
• We are coming into town next week, let’s have dinner!

Before social media, where would this relationship have gone?   Most likely nowhere.  The agent was not going to call over seas to check in, not going to put them on a mailing list and not going to follow up in a traditional format.  Instead, the buyers befriended the agent via Facebook which allowed the client to have a “voyeuristic” insight into the day to day activity of the agent.  This is a testament to real estate being about relationships and trust. Facebook was the catalyst to help build that trust.

“This is a testament to real estate being about relationships and trust. Facebook was the catalyst to help build that trust.”

To make a long story longer, that friend request turned into a purchase and a $60,000 commission, not to mention a great new friendship and potentially MORE referrals.

Look at the past 5 to 10 deals you have done and ask yourself where these leads came from.  I guarantee the majority came from referrals.  People have to trust you and maintain a relationship with you to refer friends and family your services. Fill that half empty glass to the rim and do the following.  Invite 5 clients this week to be your Facebook friend and get active with them. Don’t talk about real estate, talk about social topics and watch what happens!

Post back to this blog and let me know how it worked for you.  I love hearing positive stories about agents building relationships that yield referrals and solidify friendships through the powerful networking method known as “social media”.