Coldwell Banker Ackley Realty

When was the last time you got a friend request on Facebook from someone who hadn’t bothered to upload a profile photo and was still using the grayed-out floating head instead?   I’m hoping it was a while ago, but maybe you can remember how you felt when a faceless person reached out to touch you.  When I get one of those I simply delete the request and move on. If someone doesn’t care about enough about their friends and colleagues to even upload a picture I’m not really interested in connecting with them. Do you see how consumers may feel the same way when they encounter a faceless “secret agent” on a portal or third-party website? And on portals like Zillow, where other agents can advertise to appear on anyone’s listing, neglecting to add a photo or any other information about an agent could lose clients left and right as buyers gravitate toward the agent who looks like a human being instead of the one who really knows the listing. Here is a reminder of what consumers see when they go looking for more information about your agents and who they are. Art, Cheryl, David, Eric and John look like pleasant, competent people, but it’s anyone’s guess what the other 13 agents on the page are like. All we know is that they couldn’t be bothered to upload an image, and we’re probably out of luck when it comes to a profile, too. Brokers, it’s your brand at the top of the page, so this reflects on you, too. But what can you do about it? Make profile set-up part of agent onboarding. If your agents are creating or updating profiles as another item on the onboarding checklist, they’re more likely to get it done. When you hire a new agent, make this part of the process. Host a profile set-up session during an office meeting. Don’t let your current agents off the hook. Give them an opportunity to get with the program by going over how to write a profile and the ins and outs of updating it everywhere.  Host a profile set-up session at your office and have every agent in the office set up their profiles together! Have your office managers review profiles for every key site and work with their agents to update them. A little accountability goes a long way. Asking your office managers […]


Top 10 Facebook Posts of The Year

by Victor Lund on January 8, 2016

AdAge is the heartbeat of understanding how marketers are engaging with consumers online, and a great place to keep track of trends. I was attracted to this article that talked about the top 10 posts on Facebook in 2015. My intrigue was to understand if there was something that real estate could learn by looking backwards. Robert Plant Breaks Down into Tears When Ann Wilson Covers “Stairway to Heaven” – My conjecture is that a sincere emotional reaction (tears) combined with a recognized celebrity (Plant) that we can relate to (everyone knows the words to Stairway to Heaven). Optimistic People All Have One Thing In Common: They’re Always Late – My conjecture is that everyone either hates being late, or hates it when other people are late, or both. In some small way, this post turns hate into something good – optimism. Zombie-themed “Walking Dead” cruise setting sail in January – no conjecture. 15 hilarious parenting comics that are almost too real – conjecture is that humor always attracts people, especially clean humor that we can all relate to in some way. Fast Food Workers: You Don’t Deserve $15 an Hour to Flip Burgers, and That’s OK – lots of dynamic conjecture here.  This touches the familiar body of emotion that people manifest around fast food restaurants and minimum wages. This Moving Company Helps Women Leave Abusive Homes At No Cost – WOW! In a way, this is the only advertising related post in the top 10.  This one also hits home in a significant way because the moving company is in our town of San Luis Obispo. It is the story of Meathead Movers. The company was started by some local Cal Poly college kids trying to make some extra money. It has become a very successful company around the mantra that athletic college students come and move your stuff. The students also run back to the truck after they set down each box to show you how hard they work. http://www.goodnewsnetwork.org/meathead-movers-helps-women-leave-abusive-homes/ The conjecture here is that the company is dong something that is really good. I know that real estate companies are constantly doing things that are really good. As an industry, we “pay it forward.” As you set down your strategy for social media in 2016, think about what you can do that is Good, Family Orientated, Emotional, Includes a Celebrity, is familiar, and that people have […]

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Facebook frustration, love for LinkedIn and Hello, Ello

by Kevin Hawkins on October 29, 2014

Many self-proclaimed experts tout the importance of social media in real estate marketing as if it were a nitroglycerin prescription for someone with a heart ailment. Without it you will die. And they get away with this B.S. We have to remember that social media are communication channels; and, yes, their power, their ability to engage and cause immediate action indeed can be daunting. But they are still just channels and they are not the only channels you can use to reach, engage and cause your target audiences to respond. In fact, if you use social media incorrectly it will become that other kind of nitroglycerin: It can blow up in your face, quite literally. Social media done correctly is as challenging and daunting today as Search Engine Optimization or SEO: Forever changing, requiring constant adjustments and what worked yesterday is no longer valid today. Step one: Only commit to what you are able to do well, even if it is only a single social media channel and stay committed. Step two: Know the social media channel well before you make the commitment and keep tabs on how it is changing. Look no farther than Facebook to understand the importance of Step two. Facebook follies There is nearly universal frustration with Facebook these days. I am frustrated by the fact I have to go to my wife’s timeline to see most of her posts because Facebook’s algorithm doesn’t think I’m interested. It’s makes zero sense. And it’s not just me. Two studies showed that 93.85 percent of the people we want to reach on Facebook might never see our posts, according to EdgeRank and Social@Olgilvy. Both studies showed that on Facebook, an unpaid post – called an “organic post” – will only reach 6.15% of the number of people who have liked your business page. Ouch. Couple that with the endless “improvements” Facebook makes (yes, I too get red-faced every time this happens and find myself Googling to locate the “most recent” versus “top stories” setting that FB has moved for the umpteenth time), it’s no wonder teenagers are fleeing Facebook for Tumblr. Still, Facebook still rules in social media. I’ve used “boost your posts” with incredible success. We simply have to realize that today’s strategy is moving away from organic to paid posts and follow-me advertising on the side. The result: Facebook may be frustrating the majority of us, […]


Top 5 Articles of the Week

by Victor Lund on June 3, 2014

WAV Group partners, Mike Audet, Marilyn Wilson, and Victor Lund are founders of RE Technology and RETechnology.com. Today that site reaches 750,000 real estate agents and brokers though partnerships with more than 90 MLSs who deliver subscriptions to RE Technology as a member benefit. Each week, RE Technology publishes a notification to MLSs that lists the top 5 most heavily viewed articles of the week. This list goes out to our MLS partners who may, in turn, republish the articles in their own newsletter, blog, or develop content ideas for their training or communications programs. Below is the RE Technology Top 5 Articles for last week. Hey! Those are my photos… As a real estate professional you invest a considerable amount of time and money marketing a property, often including investing in a professional photographer. Photos, virtual tours, marketing descriptions are all examples of content that belong to you. In other words, the listing content is your intellectual property. However, most publishers’ Terms of Use state that once the listing information is submitted to their website, they own your data, including the photos and property descriptions, and this data can be used by the publisher website in an unrestricted way, for any use, in perpetuity.   Three Simple Steps to an Efficient PC Keep your computer running efficiently through proper maintenance. Here are three simple steps for your PC.    I Broke Up with Facebook Have you ever been in a relationship that you knew was bad for you, but you just couldn’t stop thinking about your partner? You check your phone constantly, hoping to hear from them. You think about them when you should be working. You miss great moments with friends and family because you’re on the phone with them.   How Task Management Can Improve Your Cash Flow (and more!) There’s an oft-repeated phrase heard around the RE Technology offices: “Plan your work and work your plan.” It’s something our CEO, Victor Lund, says when he’s trying to motivate our team to tackle a mountain of work. He’s right (as usual)–approaching a to-do list with a plan of attack makes it a) less intimidating, and b) quicker and easier to execute.   Your Clients Are Cheating On You – Learn How To Keep Them From Going Astray With most consumer home searches starting on the Internet, are you certain your clients are staying loyal to you? Chances are, […]


Online Reputation for Brokers and Agents

by Victor Lund on June 27, 2011


In real estate, QSC is the leader in Agent Ratings, but today, Facebook is raising the bar and having an impact on the online reputation of agents and brokers. Facebook is big, really big. In fact, it is the most heavily trafficked website in America. It is bigger than Google! And it has an impact on your broker and agent brand – especially if you do not have a facebook page. Although Google is the leader in search, Facebook is catching up and they have partnered with Microsoft Bing to deliver search results that are informed by your friends. When you search for stuff on Bing, pages that your friends like appear in the search results. This is likely to play a role in the online reputation of agents and brokers. Let me explain how.