SNAPCHAT IN REAL ESTATE
BY BILL RISSER , VIP OF DIGITAL STRATEGY FIDELITY NATIONAL TITLE , TAMPA DIST .
While many social networks come and go , Snapchat has displayed real staying power . Originally called Picaboo in July 2011 , it relaunched a couple of months later as Snapchat . For those unfamiliar with Snapchat , here is a brief breakdown of the functionality ( by the way , this article is not intended to be a primer or how-to for Snapchat . There are many resources available for that ):
The core component is a snap . It can be a photo or a video up to 10 seconds long . These snaps can be sent privately to individuals or publicly via a “ story .” Snaps are edited with filters and effects , drawings or text .
The “ My Story ” feature launched in October 2013 , allowing users to compile snaps chronologically . These stories were visible to all of their friends for 24 hours . Geofilters were introduced in 2014 allowing snaps to be overlayed with locationbased graphics . Lenses were rolled out in 2015 , using facial detection technology to add additional effects . “ Discover ” and “ Memories ” are other newer features and just in the last couple of months , Snapchat launched a search function .
Evan Spiegel , one of the founders of Snapchat , considers the network ’ s messaging as “ conversational ” and it is designed to feel like real conversations he had with his friends . While many new to Snapchat dislike the fact that snaps disappear after being viewed ( or within 24 hours if in a story ), real conversations act in the same way . Conversations amongst friends in person are not documented or saved in perpetuity .
In the real estate world , this is troublesome for many . Every new agent trains on the importance of documenting everything in writing , including conversation logs . Email and texts preserve conversations . Snapchat , by design , doesn ’ t . So how can a real estate professional use Snapchat to connect even though it disappears ? It depends on how you use Snapchat .
I believe all social networks have the ability to help real estate professionals with a key component of success in real estate . That component is relationships . I have asked thousands of REALTORS ® and others affiliated with the industry this question . Are relationships a key factor in the success of your business ? The answer is a resounding yes .
How can Snapchat help build relationships ? It accomplishes this the same way relationships are created , strengthened , and maintained in real life . By having conversations , listening , and bringing value to those around you . Great agents are inherently great at this skill . Technology simply provides another avenue for using these skills .
Specifically with Snapchat , ‘ friending ’ a client that uses Snapchat gives you the opportunity to watch their story and respond . Listening and commenting are critical skills for good relationship builders and Snapchat ’ s platform is built for that . Snapchat ’ s demographic is amongst the youngest of all the networks . Coincidentally , the largest block of homebuyers according to NAR ’ s latest data is Millenials . The connection is clear . Communicating and interacting with clients and potential clients where they are makes sense .
There is a large REALTOR ® community embracing Snapchat . Many are very creative , using Snapchat daily to create interesting , informative , and often funny videos to engage with others on the platform . Not all real estate professionals are up for the creative challenge of a daily story on Snapchat . Most , however , can watch and engage with others important to their business .
If you would like to learn more about the national real estate community utilizing Snapchat , check out the Facebook group “ Snappack Live Real Estate Group ”. You ’ ll find lots of great information shared there by agents using the tool . If you would like to connect with a Florida agent using Snapchat , Eric Larkin , a REALTOR ® in Cocoa Beach is a great option . Eric ’ s user name is eric _ larkin . Also , feel free to reach out and connect with me . My username is billrisser . This can give you an idea of how agents are already using the app for business .
One last tip regarding Snapchat . It is not very intuitive and comes with no instructions . I know many real estate professionals struggle to learn to navigate around the interface . Steve Dotto , of DottoTech on YouTube , has a great Snapchat introductory video . You can find it at https :// youtu . be / 3QEuGhb9BF0 .
RPCRA . ORG | MAR / APR 2017 19