Using the Web and social media to sell real estate

Recently I have been reading the idea from an online marketer, Peter Drew, that Twitter works like a radio station: you have your own audience, your followers, that listen to your “talk” and that can switch from one “channel” to the next with ease while tracking their favorite music (by the use of keywords). I have expanded on that concept by doing some testing myself and I have noticed seven key elements.

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1. You have only a portion of your followers actually listening to you in any given moment and most of the “listening” happens between 9 a.m. and 6 p.m from Monday through Friday. Ou also have a night crowd but it seems to be different from the people that are listening during the working hours.

2. When you post a tweet (short message) on your Twitter account, your followers have about 10 to 15 minutes to catch it before it fades out of view. Those who will catch it, because they are tuned on your “channel” will respond to it within a few minutes.

3. You can successfully repeat the same tweet at different times of the day, finding a different public every time. I would suggest not repeating the same tweet more than 4 or 5 times, well staggered during the day.

4. The same message can be repeated with different words, so catching a different audience withing a shorter time span (15 minutes, half an hour to one hour).

5. People will respond much better when you “are on the line” giving some personal and unique content, even if it is somebody else’s content that you are simply retweeting.

6. If you are saying something interesting they will retweet your content right away giving it more exposure and sometimes marketers invite directly people to retweet their short messages.

7. You will also have somebody occasionally commenting on what you say few minutes later, joining the conversation with some original content.

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So Twitter does have some similarities with radio in that you have different audiences during the day and they tune in on different streams of conversation, depending on the content. Like radio, they shift very fast from one stream to next and respond better to the subjects that entertain them the most.

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But overall I find it more similar to a town plaza, where people like to hang together and you have occasional new comers joining in spontaneously. It is like when you go to an Italian small city and sit in front of the cafe in the main plaza, or close to some public garden: you will always find people hanging out together who know each other and spend some time chatting about information of common interest, telling jokes and plainly enjoying each other’s company.

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You can join or leave the group when you want and you can follow their conversations making your comments and your stories. And if you are just a stranger passing by and looking for help, you will feel more comfortable turning to this small crowd group rather than just anybody else. And they will always be more willing to help and open to you as compared to the regular guy that is simply walking down the street, minding his own business.

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Roberto Mazzoni