Be careful when discussing a client on social media.
Publicly congratulating a client for a closing and posting photos of them at the closing table or in front of their new home on Facebook may seem like a great way to remind your network that you are a REALTOR®
and that you have
happy, satisfied clients. But what about those clients who very carefully protect their privacy? It’s always a good idea to obtain a client’s permission before engaging with them on social media, tagging them in posts, and especially before posting photos of them. It can be as simple as asking them via email and saving that email and their response; if you’re looking for a more formal way to obtain permission, ask your attorney to draft a release form to have your clients sign, authorizing you to use their photos and testimonials in your marketing and include a clause specifically dis - cussing social media platforms.
Don’t discuss other agents’
listings or your clients’ reactions to showings on social media.
Remember that the houses you’re showing are someone’s home, and regardless of whether you and your clients thought it was weird or ugly, it’s unprofessional (and bad manners) to put those reactions online. Especially do not post photos of other agents’ listings on your social media sites; remember, you should not even be taking photos (or video) of other agents’ listings without the seller’s consent.
Refrain from status updates that can violate client confidentiality.
Keep in mind that you have fiduciary responsibility to your clients. No matter how excited you are to shout from the rooftops that “I just got a full-price offer on my brand new listing!”, remember that until that deal closes, certain details of the transaction (such as the price) are not for public con - sumption. What seems like a greatmarketing opportunity – who wouldn’t be excited about a full price offer? – could actually be a violation of your brokerage agreement with that client.
www.garealtor.com
Become familiar with your state’s policies on online advertising/ marketing,aswell as your company’s
social media and privacy policies. Ignorance of the law excuses no one. You’ll still get that speeding ticket, even if you didn’t know the speed limit; similarly, you can still get in trouble with your online presence, even if you didn’t know the rules. Check with your state or localREALTOR®
Association to make sure you’re
complying with their rules for online marketing in your social media exploits. Request a copy of your company’s social media policy and privacy policy to make sure you’re in compliance there, too.
Warn your clients of the dangers their own social media use can
pose to their transactions. Take a moment in the initial buyer or seller consultation to educate your clients and ask them to refrain from posting about their home search and their contract negotiation on their social media channels, then continue to remind them throughout the process. Even the most secure privacy settings may not be sufficient to keep their transaction safe. It’s best to just keep all discussion of the home buying and selling process on radio silence until the last page has been signed at the closing table and the keys have been transferred to the new owner. Social media has proven to be an incredibly powerful tool . If used correctly, it can help you to keep
for REALTORS®
in touch with and engage current and past clients and prospect for new ones. Just be sure to use common sense and keep legal and ethical concerns in mind anytime you are online.
MAURA NEILL, ABR, CRS, CDPE, E-PRO, IS A SECOND- GENERATION REALTOR®
IN ATLANTA, WHO COMBINES HER LOVE FOR
THE INDUSTRY WITH HER PASSION FOR EDUCATION. SHE IS A SOLO AGENT WITH RE/MAX AROUND ATLANTA, ACTIVELY REPRESENTING BUYERS AND SELLERS ON A DAY-TO-DAY BASIS, AND CONSIDERS EDUCATION — BOTH CLIENTS AND OTHER REAL ESTATE AGENTS — AN IMPORTANT PART OF HER ROLE AS A REALTOR®
. AN ACTIVE
REAL ESTATE SPEAKER AND INSTRUCTOR ON TECHNOLOGY, SOCIAL MEDIA, CLIENT RETENTION, AND CUSTOMER SERVICE, YOU CAN
FIND HER ONLINE AT
WWW.MAURANEILL.COM AND WWW.BUY
SELLLIVEATLANTA.COM OR ON TWITTER @MAURANEILL.
GEORGIA REALTOR® I 19
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