Business

Real estate agents, businesses link up with Facebook, Twitter

Posted March 15, 2009 11:00 pm

By Deborah Donovan

A close-up of Scott Gerami's Facebook page. Tanit Jarusan | Staff Photographer

Social media and online tools like Facebook, Twitter, LinkedIn and blogs seem like naturals for real estate agents, who traditionally spend time and money keeping in touch with clients.

But other concerns, from public relations firms to lawyers and restaurants, are using them in increasing numbers to boost their bottom lines.

The use of Facebook in the real estate industry has exploded recently, said Margery Shinners, deputy chief executive officer for Main Street Organization of Realtors, a trade group in the West, Southwest and South suburbs.

She said 320 members recently attended a presentation about the major media.

"People are looking for ways to connect with each other quickly and re-establish relationships with past clients and people from your past," she said.

Like many, Scott Gerami, owner of Real Time Realty in Naperville, joined Facebook to keep an eye on his 25-year-old daughter, but learned it could replace his monthly post card to clients.

"I really saw no benefits to myself, then I saw a lot of people use this-past and current clients and friends and relatives. I was all wrong about this. It's an excellent way of staying in touch with clientele and friends. Now I'm part of their lives."

He finds Facebook a low-key and soft sell, but makes it clear that he is in the real estate business. He posts listings, asks if anyone could suggest a buyer, and lists his Web site address.

Facebook, with its short comments and responses, is easier than blogging, which is more involved and requires writing frequent articles about something of general interest, said Gerami.

Eileen Landau, Realty Executives Pro/Team, Downers Grove, agrees. While she thinks blogging takes a lot of work, writing is one of her skills.

Her blogs have received wide media attention, including one that warned against a scam in which a company tried to get homeowners to pay for unnecessary certified deeds to their homes.

The landmark Choo Choo restaurant has attracted much attention on Facebook. The restaurant has more than 5,000 members in a group called "Save the Choo Choo," a reaction to reports the city might want the location for a new police station.

Other suburban restaurants are getting started on Facebook and Twitter thanks to Cindy Kurman Barrie, owner of Kurman Communications.

Her clients include Birch River Grill in Arlington Heights, Karma in Mundelein and Glen Prairie in Glen Ellyn.

"It's a new element in how to get to the consumer directly," said Kurman. "You start with people who you know are interested, and the goal is to get viral."

That means that people pass your message on to friends.

The online networks allow restaurants to get messages out quickly. They can send out a note in the afternoon that appetizers are free if they know business will be slow that night or if they want a crowd because a television crew plans to visit.

"It's a fabulous, fabulous, inexpensive way to get information out, and everybody is looking at ways to save money," said Barrie. While she likes Facebooks to reach consumers, Barrie uses her blog as a place members of the media can go for information about clients.

Twitter is a way to send very quick messages to fans and journalists, who can read them on their cell phones. Each tweet is limited to 140 characters, but that can include a link to an online news release.

Nello Gamberdino, a Bloomingdale attorney, is making it known on Facebook and LinkedIn that he represents people accused of crimes, particularly those related to Driving Under the Influence and traffic complaints.

He finds LinkedIn more professional and less social. Members can recommend others, but he does not think it likely many people will volunteer that an attorney did a good job defending their DUIs.

Gamberdino thinks that belonging to lawyer groups who specialize in certain fields might lead to referrals from other states.

He found a Facebook ad unproductive. He had to pay every time someone clicked on the ad and ended up with 750 clicks but no calls to the office.

He also has a regular Facebook page and enjoys being contacted by people he hasn't seen for decades. Now that they know his profession and how to contact him, it could lead to referrals, he said.

And he plans to start a Facebook blog commenting on new or proposed laws.

Scott Gerami can display listing of his Real Time Realty in Naperville on his Facebook page. Tanit Jarusan | Staff Photographer

Scott Gerami can visit his Facebook page periodically while traveling to appointments and houses he has listed. Tanit Jarusan | Staff Photographer

Scott Gerami of Real Time Realty in Naperville is joining the growing group of business people tapping into social networks online to generate more business. Tanit Jarusan | Staff Photographer

Using online media Pros • Free • Quick and easy • Ways to keep in touch and educate • Clients know you before meeting Cons • Time-consuming • Potential for negative posts (can be removed) • Need to keep personal and professional lives separate • Laws of profession still apply What're they like? Facebook: Cocktail party LinkedIn: Rolodex Twitter: Facebook on steroids Sources: Margery Shinners, Main Street Organization of Realtors; Cindy Kurman Communications

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