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Trust Who?

I’m on a plane , on my way back from a great conference in Denver where I got to speak with a few hundred Coldwell Banker real estate agents and managers about some of the new platforms we are working on for 2011, including video, iPad and advanced real estate search. So I’m settling in […]

I’m on a plane , on my way back from a great conference in Denver where I got to speak with a few hundred Coldwell Banker real estate agents and managers about some of the new platforms we are working on for 2011, including video, iPad and advanced real estate search.

So I’m settling in and reading Trust Agents by Chris Brogan and Julien Smith (I highly recommend it).  The book is about how to use the web and social media to build relationships based on trust that can help you in your career and business.  I’m also listening to my iPod (old school, 2005, 60 GB, pre-video, ½” thick like a deck of cards warhorse I’ve had for over 5 years) and then….well, let me set the stage.

I’m reading the book knowing that this just has to apply to real estate and that our agents should all read this because the discussion and recommendations are spot on.  Then I get to page 266 and there is a section on Trust Agents for Real Estate.  At that very moment, the Who’s Quadrophenia comes on shuffle.

For me, that is an epiphany.  You see, that instrumental is one of the greatest pieces of music of all time for Drama.  I tried to use it for a Nissan Murano launch TV commercial a while back when I worked there because it synced up great with the slow reveal of the new sheet metal.  Unfortunately, we went with a song that the head of sales’ daughter was listening to on her iPod.  Ugh.  But that’s a tale for another day…

So the music is dramatic, and I’m reading this and sure enough, POW!  It all comes together.  I’ve been talking trust for a while now, Chris and Julien nailed it and then, in the section added in 2010, they talk about how Toyota was able to keep the trust of their owners despite the huge recall issues…which was also the subject of a past “trust” blog here.  So I immediately bring out my laptop and start writing down this blog.

So I’m all pumped up but now I worry that many agents might be violating that trust.  You see, Realtor.com released a widget that allows agents to post their listings on their Facebook page, taking a social space that should be used to establish relationships and trust with people in their community and walking toward the electric fence of straight commerce on Facebook.  Ugh x 2.  It’s so tempting for them, but  I guess I believe people should sell themselves on Facebook.  That builds trust…

Book Cover from trustagents.com; Flickr photo by  tylernol

COO for Coldwell Banker Real Estate LLC. Ohio born, Jersey raised, NYC, LA and Nashville cultured. Father of three daughters and married to a saint. Undergraduate from Rutgers and MBA from Anderson School at UCLA. After 20 years in the car industry, Mike joined Coldwell Banker Real Estate LLC in 2008 where he guided a string of innovations while serving as the CMO. In 2013 Mike was promoted to COO where he oversees the Coldwell Banker brand’s internal operations, learning, talent attraction, international, events and marketing.

  • http://www.wheretolive.com Ed Kohler

    Posting listings to personal Facebook pages is a delicate issue. I’m sure there are many real estate agents who have relationships with their friends and family where letting people know that you have a new listing would be acceptible. It’s a proactive way of answering the “how’s the market treating you?” questions agents are often asked by their friends.

    That being said, things can shift from conversationally commercial to downright annoying if that’s all agents are bringing to the table conversation-wise.

    A larger concern for me is agents who are potentially losing the business they used to be able to count on from their tightest network due to really poor online merchandising of themselves. As much as you may like your sister-in-law agent, if you Google her, look at her site and current listings, and find out that she really doesn’t seem to get the web in 2010, you may have second thoughts about giving her your business.

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  • Lala Green

    Not to brag, but I have a signed copy of this book. I love Chris Brogan.

  • http://www.classiccoastalhomesgroup.com Classic Coastal Home

    I've been meaning to pick up a copy of this book and this blog just may push me to do so! Our group created a Facebook Fan Page in which we share community new and events and have seen a great response. We only announce "real estate" for the purpose of trends and stats which affect the community. You're absolutely right … Facebook is not a place to bombard people with your real estate endeavors … but a place to form social relationships who may then turn into clients, etc… Thanks for the post!

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