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Do you hear it? It’s the dust settling on five years of social media hype and shiny object syndrome. Your listing in neither Facebook or Twitter or Linkedin is a magic marketing bullet, and (sorry) there will forever be a fantastic new app/social network/thingy to slap your brand on, see: Vine, Instagram, Snapchat. It’s the nature of technology and virality of social content. So what’s a broker to do?

It’s simple: Just ask.

Have your agents ask their clients what a day in the life of their real estate research looks like. Apps, websites, social networks and the like, plus the content they’re seeing and how they’re searching for it. For those with large offices, economics of scale will work great here. Track changes continually and you’ll find that you’ll have fantastic content ideas, a strategy to deploy it and a built-in audience to take it all in.

Highlight and re-task content! For example, Lowes’ “Fix in Six” where they demonstrate home improvement tips and tricks they have seen on Vine and Twitter is one of the best mixes of social and mobile hotness I’ve seen in a long while. Share it. Don’t be so derivative with this new-found knowledge, differentiate! Go beyond the listing in your social marketing campaigns.

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