Mike Price from MLBroadcast has written a fantastic post which I think every real estate company should read called - Scouts of the New Frontier: Social Stewards & Custodians of Community. It’s a type of post I have been wanting to write for some time now -the reason every company should have a spokesperson. Ok, so maybe the word “spokesperson” is a little old school or web 1.0 but the point still stands. Your company should have an easily identifiable and accessible face and voice both online and offline that your fans and critics can interact and communicate with.
The Front Lines of Conversation
The reality is that the new frontier is most certainly upon us. Conversation is what drives relationships. And when building and maintaining the reputation of a brand, it is absolutely essential to build trusting relationships everywhere you can. This includes on your own site, blogs and the most popular social networking sites like Twitter, facebook and Linkedin. People are talking about you and your company whether you like it or not. If you do not have a dedicated person to participate in these conversations, your are missing the boat.
Those Who Get it
By being proactive and engaging others you are being real. Now your company no matter how small or large has a voice and face that the consumer can identify with. In addition to the companies Mike Price mentioned, here are some companies who have people on the front lines. Just look at Active Rain who has 3 Community managers - Rich Jacobson, Brad Andersohn and Bob Stewart - they all do a fantastic job. Let’s not forget Glenn Kelman of Redfin who has two official hats - President & CEO and one unofficial hat as the Social Media Maverick for his growing company. Then there is a new wave of social media brand management on the Brokerage level evolving being led by Sherry Chris and her outstanding team at Better Homes and Gardens. On the hybrid blog/brokerage level, Greg Swann of Bloodhound Blog and Lani - first name only required 
- of Agent Genius successfully serve as the voice and face of their companies/brands. Last but not least, on the blog/mortgage level, we have Brian Brady of World Wide Wealth Advisors, America’s self professed #1 Mortgage Broker getting sh%$ done everywhere you look and Todd Carpenter of Lenderama who is now getting into the real estate trade show business. They all get it. They all do it. When it comes to representing your company and brand, first impressions matter. Make them count.
Represent, Represent!
I represent Trulia and everything we stand for. It’s quite an honor and I love it. We are all about creating the best user experience for both consumers and real estate brokers and agents. We strive to help you connect with each other in an efficient way. Our entire team is passionate about what we do. We are here for you.
It’s all about relationships!
Building and maintaining relationships with agents, brokers and consumers is part of what I do on a daily basis. Whether I do it via email, phone - yes, I still use the phone, text, IM, blog comments, in person or by smoke signal, at the end of the day, I hope to have answered your questions, informed you more about who we are and how we can help you and your business and ultimately, made a meaningful connection. Being the social butterfly that I am, I crave people’s opinions and and always look forward to getting to know people I meet. So if you have any questions or comments about Trulia and what we’re all about, just google me or follow me here.
So what do you think, should every real estate company and brokerage have a dedicated Social Media “spokesperson” to represent their company? Does yours?
Update: Just added this Poll Daddy poll as the Toluna poll was not embedding correctly
Popularity: 8% [?]
`
August 27th, 2008 at 2:53 pm
Can I vote formyself.. LOL. That would truly be fun job, especially for Keller Williams.
August 27th, 2008 at 3:02 pm
Hi Joshua!
You never know until you ask or make the pitch for the role. Go for it and let us know how it goes!
August 27th, 2008 at 4:24 pm
That requires work… Not sure I like doing actual work. Helping my clients doesn’t feel like work, it’s like keeping up with friends… LOL!
Great post though! It’ll be interesting to see how this large, lumbering franchises adapt to the internet or if they continue to resist it.
August 27th, 2008 at 5:28 pm
I’m glad you wrote this post Rudy. I was thinking just the other night about a short conversation we had back in July after Inman. I had asked you about the subject matter with a real curiosity about why a company would want somebody like you - being a spokesperson. Realizing that I may have come across condescending, you’ll have to pardon me if you will. I really did not understand completely how important it was until recently when I saw how poorly a couple of company’s handled there PR or “community management” position.
I think you ‘get it’ in a BIG way and having your practical experience of being an on the ground Real Estate pro does not hurt at all. Keep up the great work!
August 27th, 2008 at 6:49 pm
Hi Rudy,
Welcome back from vacation. YOur post really resonated with me, thanks for the recognition - you inspired me to write a post on the same topic!
Sherry
August 27th, 2008 at 6:51 pm
Rudy; If everyone could have a spokesperson of your caliber, then the answer is a resounding yes - the problem is that the company becomes tied to that person, and unless they can deliver the quality of representation that you provide, it becomes a two edged sword -
For most brokerages, I think the voice should either be the CEO or Broker unless another voice “emerges” on line through conversation that the company is comfortable adopting
Interesting post and styling photo!
August 27th, 2008 at 7:00 pm
The real estate entity that could most use a “Social Media Guru” is the NAR…..
August 27th, 2008 at 7:42 pm
Rudy,
Thanks for extending the conversation. It’s a topic that will continue to grow as the role of social media becomes more entrenched in the day to day operation of any vertical. The Real Estate industry and others with so many different people at the core of the transaction will likely be the standard bearers for whatever the final job description ends up looking like. It’s great to see that there are so many people in RE.net like you out there setting the bar high.
On another note, I am looking forward to what I think you should call “The Brotherhood of the Traveling Hat” even better Chapeau 2.0
I need to get Alice Meyerhoff’s husband’s contact information from you so I can get him to make me a cool MLBroadcast lid to wear to REBarcamphouston. 
August 27th, 2008 at 9:22 pm
August 28th, 2008 at 3:12 pm
@Joshua - When you love what you do it’s not work. I’m sure some things are in motion as we speak behind the scenes - can’t imagine otherwise. The time for the franchises is yesterday…..
@Brad - No worries. I don’t remember being offended by anything you ever said to me. In fact, just the opposite holds true. I enjoyed our conversations…… You’re so calm, collected and on point - very admirable. Thanks for your support….
@Sherry - Thanks, good to be back. So much happened in the last two weeks - swamped playing catch up….Great post by the way…..finally will have time to leave a meaningful comment for you…
@Bill - You’re a class act - no question. I am humbled by your comment. Seriously, thank you.
That’s why it’s so important for the company spokesperson to share the same type of values that the company does. The culture of a company is vital to it’s success. A happy and passionate team will bend over backwards for the betterment of the company. Anything less is a disaster in the making. As one of the last crusaders said in an Indiana Jones movie, “You must choose wisely”.
I agree. The CEO or top senior exec should ultimately be the face and voice of the company - on a high level. But there is a role for a spokesperson to fill on many other levels. Not all situations and conversations are appropriate for the executive to participate in. Brand building and reputation management sometimes have the most powerful impact at the grassroots level….Speaking for myself, building meaningful relationships on a personal level while helping others is what it’s all about for me.
@Jay - I vote for you Jay! I have to make a vote for Jay t-shirt……
@Mp - My pleasure Mike. Thanks for inspiring me to finish my long overdue draft on this topic. It’s all possible because of the relationships I have made with folks like yourself.
The Brotherhood of the traveling Trulia hat will be cool….more details to come….
Nick Myerhoff, Alice’s husband, is a really cool guy who I met at Brad Inmans private party in SF. His site is http://girlrider.com/
Just tell him Rudy send ya
August 28th, 2008 at 3:30 pm
August 29th, 2008 at 11:45 am
I think you hit the mark on this post Rudy. Those of us on the front lines play an integral part in connecting and representing our companies. On-line or off, we have the opportunity to build relationships and establish a presence by simply being there and willing to help.
I have really enjoyed working with Bob and Rich to create a friendly and supportive front for our members. You have done a great job yourself and have been Trulia good spokesperson for them, they’re lucky to have you.
August 29th, 2008 at 3:02 pm
Rudy, it’s not often I blog about a post and have absolutely nothing to add to the original post. This one is so spot-on, it almost physically hurts. (That’s a total exaggeration, of course, but you get my meaning.)
Glad to give you the trackback, and have a good holiday weekend.