Next week I’ll be delivering social media training to Calgary Realtors®.

As a consequence, I’ve had Realtors and social media on the brain. Can these professionals really use social media to their benefit without being smarmy?

Yes, but it requires a more nuanced approach than traditional marketing.

It is, after all, social media.

Real estate is a highly “social” profession, incredibly dependent on personal brand.

Study after study shows people find Realtors largely by referral — no surprise there, we all trust the opinions of friends and family.

There’s no question, in the “real world” good REALTORS know all about the art of the schmooze, building out their personal networks through sheer force of personality and great service to clients. Many are also comprehensive marketers, mixing media such as print, direct mail, outdoor and Internet to build awareness and interest.

The problem is, those tactics don’t necessarily transfer well into social media marketing. I often tell my clients social media marketing more closely resembles a “digital schmooze” than, say, advertising. I trot out the now familiar cocktail party metaphor, asking clients “would you run up to someone at a cocktail party and blurt out ‘Buy my stuff”?” Invariably they say, no, of course not, to which I reply, then why would it work on Twitter?

If social media marketing is the digital schmooze, the goal is digital word of mouth. A narcissistic approach to social media marketing is doomed to fail; who wants to spread around “trust me, I’m good” statements? Instead, offering value to the community shows you to be a contributor and active participant – kind of like joining Kiwanis or Rotary. Come at it sideways and you show you are worthy, much more credible than just claiming it.

Old habits die hard, and I see many REALTORS new to social media treating it like a giant classified ad network. News flash – that’s what Craigslist is for. Social media is about conversing and collaborating, with the odd announcement thrown in.

A quick trip over to Listorious.com (a Twitter list service) finds many REALTORS on the micro-blogging service. A random visit to a few profiles quickly reveals patterns of success or failure. Those who only announce listings and open houses attract few followers and are, in essence, broadcasting to no one. Those who announce a variety of industry related and economic information, but announce only and do not converse do only marginally better. Those who actively participate in the conversation, chatting, sharing, laughing, and, yes, promoting, build huge followings.

In other words, if you come to a cocktail party with a bullhorn in hand, prepare to be ignored, but if you play nice, your digital popularity will grow by leaps and bounds.

Two REALTORS whom I have watched for a while and really like are Edmonton’s Jerry Aulenbach (@ZoomJer on Twitter) and Calgary’s Jim Sparrow (@CalgaryRealtor). I met Jerry in real life at the YYC4Haiti benefit – he wore a bacon costume and was charming and hilarious. He’s equally charming and hilarious on Twitter, and philanthropic too. As a result, Jerry has built a solid following of around 2,500 people, a great network by any measure. I have not met Jim in real life, but absolutely love his Twitter feed, which blends facts, stats, market commentary, news, opinion and chit chat. Jim has amassed just over 6,400 followers with this approach, again, a superb network by any account. Would I refer people to either of these REALTORS? In a heartbeat.

Numbers aren’t everything, but without authenticity, your numbers will be nothing.

REALTORS, like any other service professionals, will only succeed in social media if they are open to connecting with people and modifying their old marketing ways. In a business where your network and referrals are key, social media properly employed may be a differentiator, even a survival skill.

As usual, send me your feedback on Twitter at @dblacombe or via e-mail doug@communicatto.com.

Doug Lacombe is president of communicatto.com, a social media marketing agency.

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