This is an interview with Real Estate Agent Barry Kramer of Westchester Choice Realty in Scarsdale, NY. We’d love reader feedback on what questions we should be asking in future interviews so please leave a comment, either with follow up questions for this interview or questions you’d like us to ask future subjects.
CSM: What kind of business do you own?
Answer: Residential Real Estate, homes, condos, co-op sales and rentals. We are an independent brokerage with about 10 agents.
CSM: Where is your business located?
Answer: Scarsdale, NY in Westchester County
CSM: Where do you do most of your sales?
Answer: Locally, Eastchester, Scarsdale, Tuckahoe, Bronxville, Hartsdale and White Plains. Our most significant market is along the Harlem Train Line. We specialize on Garth Road, Scarsdale, NY.
CSM: What is your target demographic (age, location, social-economic status)?
Answer: Since we sell a lot of co-op apartments we target first time buyers. We also target seniors that own homes and may be considering downsizing.
CSM: What is your primary marketing strategy (is it traditional, like print/TV or does is it mainly digital)
Answer: We do a lot of Internet marketing, and less print than we used to. We have our own website, and are also on most major Real Estate search engines like Trulia, Zillow and Realtor.com. We also still do quite a bit of direct mail.
CSM: – if both, how does the approach to each differ? How do the results differ?
Answer: With our Internet marketing we try to get new buyers, while our direct marketing is to secure listings in the area we specialize in.
CSM: What social media do you use (Facebook, twitter, etc., etc.)
Answer: We use Facebook, and have our own Facebook page. We also started to use Twitter, but haven’t really used it very much.
CSM: How does marketing through social media impact your business (if it does not impact your business please explain why)?
Answer: Well, it seems like in Real Estate you’ve got to be in nearly everything. Places like Facebook have begun to eliminate separate places on individual pages to list homes for sale. They seem like they want mainly personal stuff, and if you’re a business they want you to have a business page. Consumers, and especially young buyers like the interaction through places like Facebook.
CSM: Please discuss the primary impact as well… is it sharing information, actual sales, building a fan base, etc.
Answer: Yes, all of the above. Consumers want information and not just selling. If you can provide information on your social media and other web tools you’ll be ahead of others. Everyone wants to be liked. I’m always weary about liking other Realtors. They’ll just take that into a listing presentation and say look, even Barry Kramer likes me. Building a base of clients is great, but you’ve got to stay in touch!
CSM: How is social media changing the sense of community around your business?
Answer: Yes it is. Every Realtor has a Blog and communicates on Facebook etc. You’ve got to be careful though not to exclude older buyers that might prefer an old fashioned phone call. It’s a mix. Real Estate has always been a people business, and media like Facebook is just one more way to communicate with buyers and sellers.
CSM: How would your marketing strategy be different if you didn’t have social media as a tool?
Answer: We never got rid of the other stuff. We’ve cut back on print media, and have not eliminated entirely. We still do direct mail. We’ve included social media into our strategy, but it’s not the only thing we do.
Answer: When we try to reach older buyers it’s not a really good strategy. Also, homes need to be seen, felt and explored. Sure we can do a virtual tour, but you just can’t smell fresh baked cookies in a beautiful kitchen on Facebook, at least not yet anyway.
CSM: What advice do you have to offer other people entering your industry as they contemplate where to put their efforts online?
Answer: Be online, but there’s more to real estate than social media, having a good website, and blogging. Eventually you’ll have to meet a buyer or seller and through ups and downs negotiate a deal. Social media may be a start, and may even be the way you keep in touch after the deal is over. Studies have shown that buyers and sellers work with people they like. Even if you’re the best social media expert if they don’t like you they won’t do business with you. Embrace social media, but don’t forget the basics.