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Social Media And The New Agent.

The Stigliano Chronicles

Social media blah blah blah.

“Hi, my name is Matt, and I’m a Social Media guru.” I’m going to start using that in conversation. Everyday. With strangers. I might as well, everyone else seems to be doing it these days. You’re sick of it, you say? Why would that be? Perhaps because the people peddling their wares are about as trustworthy as a used car salesman (or dare I say? – a Realtor® (please note, tongue is firmly planted in cheek)). I’m fed up. I hear all these people around me telling me how great they are, but no one seems to have any real knowledge or relationship with the social media world. Guru, ninja, expert…why are these words poison to our ears when we all know there are plenty of people out there in the Social Media “scene” we would gladly call these names. I can rattle off a list that contains half the readers and writers at AgentGenius (probably more than half, but I don’t want to be seen as kissing too much butt).

I started real estate with a Social Media schooling. Between AgentGenius (the site) and my personal talks with Lani and Benn, I was thrust into a world I understood, but didn’t know much about. I was learning how to network in the new world. I was learning the art of selling while keeping my mouth shut. I was becoming a source, not a salesman.

Where are the lessons?

I’ve learned a few valuable things and I wanted to share them with the new agents out there that feel frustrated by all the “new” stuff around them. They’re from my personal experiences and they have done some incredible things for me.

Knowledge – If anything, the various Social Media platforms work as a 24 hour call center. Need help? Ask away. I have received more tips and advice on Twitter than I did in any classroom. There is a wealth of encyclopedia-esque knowledge on the internet. Learn how to Google it. If you haven’t mastered the Google – learn how to really dig for what you’re looking for. It will pay off more than you can imagine. Not only do you learn how to research, but you learn how the consumer is researching – you can use this later to build SEO.

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Friendship – Sure, it may not sell you a million houses by being on Twitter and Facebook (at first), but you will build friendships. Of different varieties. Right now, I find myself conversing with Realtors®, lenders, locals, companies, and the strange and odd. Any one of these groups can be useful to you, but it’s all about finding the conversation in there. You know the rules – don’t hard sell. Just “be.” Everything in due time.

Omnipresence – One of my recent listings was acquired because, according to the seller, everytime she googled anything about real estate, my name seemed to appear. By involving yourself in multiple Social Media activities, you may find yourself more searchable (and findable) than you think. The other day I realized I was the #2 ranking site for “San Antonio real estate agent” – that’s powerful stuff. Get out there and make your presence known. Try different things. Use different keywords. Teach, educate, inform, and have fun. No one likes a stuffed shirt.

Who knows where they really came from? – Everyone wants to measure their successes, I talked about this in “Re-defining ROI in the age of social media.” We all want to know where our leads are coming from, but Social Media makes those lines a little blurry. So you’ve never sold a thing for having a Facebook page? Maybe you have. Think of the way a typical end-user is flying through the internet. Click. Click. Click. They might have come through your company website, but that’s not to say that they didn’t read your tweets, look at your Flickr photosets, or check out your Facebook. Until someone implants a chip in all of us that will reverse-engineer our search patterns, I don’t think you can easily define where a lead came from. You can ask them, but if they say “I googled ‘real estate’” and you came up – who knows exactly how many times they clicked on something with your name in it.

Don’t give up. – Everyone here has been through it. The “what good is this doing me” thoughts. I can only say this: trust me, your time will come. I struggled through the first 50 blog posts. Wondering when I’d see results. Only now am I truly starting to see the returns. You’ve been told a thousand times, let’s make it a thousand and one. It takes time.

Thrilling times.

My office is a buzz with new thoughts and ways to make Social Media work for us. As a team effort we are building new tips and tricks and sharing them. Find a group and do the same. Start right here if you don’t know where to start. I have never been more excited in my real estate career than the last month – new office with like minded people looking for new ways to use technology to our advantage (and have fun doing it – imagine that!?!?!). I’m on a mission now. You can’t stop me.

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The above logo (created by Lani) is all I have for a graphic today, thanks to Flickr’s utter failure.

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Written By

Matt is a former PA-based rockstar turned real estate agent with RE/MAX Access in San Antonio, TX. He was asked to join AgentGenius to provide a look at the successes and trials of being a newer agent. His consumer-based outlook on the real estate business has helped him see things from both sides. He is married to a wonderful woman from England who makes him use the word "rubbish."



  1. Jeffrey Douglass

    July 30, 2009 at 9:52 pm


    Nice article and a must read for those of us trying to figure out the social media thing. You have made some really important points – this one in particular

    “I was learning the art of selling while keeping my mouth shut. I was becoming a source, not a salesman.”

  2. Baltimore HUD Homes

    July 31, 2009 at 6:45 am

    "Social Media And The New Agent. | Real Estate Opinion MAG …"

  3. Joe Spake

    July 31, 2009 at 8:31 am

    This is at the beginning of all my social media presentations . Everyone seems to be looking for some magic bullet, but social media is all about involvement, participation and engagement.

  4. Matt Stigliano

    July 31, 2009 at 10:11 am

    Jeffrey – Thanks. I like the mouth shut/source quote as well. You know when you write something and you think how great it sounds in your own head? It’s nice to hear someone else agree.

  5. Jeffrey Douglass

    July 31, 2009 at 10:13 am

    Hard as it is sometimes, it is very sound advice. Like you I am excited to be in these times of great change and opportunity.

  6. Joe Loomer

    July 31, 2009 at 10:20 am


    I embarked on my own Social Media journey just six months ago – mainly in an effort to improve my SEO position. In the short term – it cost lead generation time. I am now reaping the rewards of not quitting and doing exactly what you mention:

    “Only now am I truly starting to see the returns. You’ve been told a thousand times, let’s make it a thousand and one. It takes time.”

    This is an awesome post – it articulates very clearly what I’ve been trying to push to other associates at my firm who don’t see a real benefit to Social Media. I’m going to make this required reading for them.

    Navy Chief, Navy Pride

  7. Matt Stigliano

    July 31, 2009 at 10:20 am

    Jeffrey – The best part is that the feeling of excitement tends to spill over into your business. If you’re excited and having a great time, so are your clients. And when people see people having fun – well, nothing attracts a crowd like a crowd.

  8. KellyUgrich

    July 31, 2009 at 10:22 am

    RT @Ed_Palacios: Social Media And The New Agent. | Real Estate Opinion MAG …

  9. Matt Stigliano

    July 31, 2009 at 10:31 am

    Joe – I’ve seen how hard you’re working…just here in general, you’ve really dove into things. I feel sad when I don’t see a comment from you, because you’re a regular. I think that the hardest part of getting someone to dive in is the concept of time and immediate return. It takes a lot and gives so little at first. As you get more involved and start seeing even glimmers of returns, then suddenly it boosts your confidence and let’s you really start feeling motivated towards doing more.

    I wrote more than once about thinking whether or not this would ever pay off as part of my business plan. I *knew* it would, but without the concrete evidence, it was hard at times. I think that knowing that the returns might not be as evident as other strategies might make it hard as well. My paragraph about knowing where the returns were coming from is key (I think). You may not have someone approach you on Facebook, but you may have influenced them to pick up the phone when they googled “real estate” and saw your face/name plastered everywhere. That in my book is a valuable return.

    People will make their connections where they feel most comfortable. They might not Twitter, but they may have read your tweets and then picked up the phone (their comfortable communication tool). Although we need to be available to the consumer through many different channels, we must let them decide how we communicate with them.

    Thanks for always stopping by my posts. I love your enthusiasm and have taken a bit of it for my own use.

  10. Matt Stigliano

    July 31, 2009 at 10:35 am

    Joe S. – Love your use of the definition. I learned early that whether it’s social media or Brian Buffini or door knocking/cold calling – there is no magic bullet. You usually just wind up shooting yourself in the foot.

  11. Joe Spake

    July 31, 2009 at 1:25 pm

    Matt, thanks for the kind words.

    You know there actually ARE visionaries and gurus in Social Media, in real estate and other fields, but if one calls him/herself that in their bio, it negates anything they might have to say to me. Social media forces us to think differently- We western thinkers are so results oriented. I think that to be “successful” at or “get” Social Media, one has to put Process before Results.
    You just need to remember 6 words when it comes to the Social Media and business:

    “Participation is Marketing” (Geoff Livingston) and “Markets are Conversations” (Cluetrain).
    Well, 9 words… don’t forget YEO – You Engaging Others (Jeff Turner)

    Thanks again for your kind words; Maybe AG will let me contribute one day.

  12. PR - Real Estate

    July 31, 2009 at 3:48 pm

    Social Media And The New Agent. #postrank #real_estate

  13. John Percudani

    August 1, 2009 at 1:55 am

    Social Media And The New Agent | Real Estate Opinion MAG AgentGenius

  14. Matt Stigliano

    August 2, 2009 at 9:47 am

    Joe – I showed the link to an agent in our office and she loved it. We talk about the “expert” thing a lot between the two of us. I wonder if sometimes the dislike of the word expert makes some of the agents I know, who probably could be tagged experts without anyone laughing in their face, afraid to step out and teach some of their social media knowledge to others. After all, as agents, we’re constantly told that we need to be the experts.

    I agree that the “process” is a big part of what makes social media workable. The results aren’t always clearly defined either. As agents we’re trained to look to quantify our actions and although you should still be eyeing up the results (you don’t want to do anything that is nothing more than a waste of time), you need a new view to see the results of social media.

  15. Joe Spake

    August 2, 2009 at 10:22 am

    I do get out there and teach, coach, and consult on social media topics for both Realtors and businesses and individuals, but it does make me uncomfortable to be labeled as expert (or anything else). I see a lot of folks, though, who work those words like expert, guru, pioneer, evangelist, and even visionary into their profiles and bios.
    Substitute any of those into the Urban Dictionary definition.

  16. Matt Stigliano

    August 3, 2009 at 8:28 pm

    Joe – Just wanted to thank you for the mention in your article.

  17. Joe Spake

    August 3, 2009 at 10:31 pm

    Thank you Matt. Feel free to link it.

  18. Stephanie Jacques

    August 4, 2009 at 10:52 am

    This is really true. I’ve found it helpful for people (prospective clients) to qualify me online and build a 1 sided rapport with me before choosing me to work with as their agent. What’s been hard is getting to know them after they already seem to know me! Not a bad challenge to have though.

  19. BHG Real Estate

    August 4, 2009 at 2:18 pm

    Social Media And The New Agent (via @agentgenius) –

  20. andrew eklund

    August 20, 2009 at 12:34 pm

    Anyone working with real estate companies? This is a great read on social media and "the New Agent."

  21. Lee Odden

    August 20, 2009 at 12:47 pm

    RT @aeklund Great read on social media and “the New Agent.” #realestate

  22. Paul Barrow

    August 21, 2009 at 12:10 pm

    Social Media And The New Agent.

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