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How Home Builders Can Benefit from Social Media

January 17, 2013

International Builders ShowManaging social media can be challenging for any organization, and home builders are no exception.

If you find that a typical social media conversation in your office resembles the following, then you are not alone:

You: “Marketing Assistant, you handle Facebook; Receptionist, you take Twitter and Summer Intern A, you take Pinterest; I’ll oversee everything and handle the blog, LinkedIn, YouTube and all of the other sites.”
Marketing Assistant: “Is there a budget for this?”
You: “No.”
Receptionist: “Are we going to hire anyone to help us with this?”
You: “No.”
Summer Intern A: “How do we know if we are doing a good job?”
You: “I don’t know.”

According to a recent survey by Ragan/NASDAQ OMX Corporate Solutions, a majority of organizations do not have a team dedicated to social media. The results of the survey also revealed that:

  • 65 percent of respondents manage social media on top of their other duties.
  • Of the 27 percent who handle social media exclusively, nearly 83 percent work on teams of three or fewer.
  • 69 percent of organizations do not have an increased budget for social media.
  • 78 percent have no plans to hire social media staff in 2013.
  • 69 percent are dissatisfied or only “somewhat satisfied” with how they currently measure social media.

While nearly every company recognizes the high value of social media to boost web traffic and increase brand awareness, many have a hard time figuring out how to incorporate everything into their daily operations. This dilemma is especially true for home building companies, since there is not usually a full-time marketing person on staff who can take on these social media tasks.

Most organizations use a multi-departmental approach to social media, where marketing plays the largest role in optimizing content, but public relations, corporate communications, advertising, customer service, IT and legal departments also participate.

We want to engage in social media, but with limited funds, time and staff; it is a challenge. So, we have to learn to do it smarter and prioritize our efforts to make the greatest impact.

If you’re interested in learning how to successfully use social media even with limited funds and time, be sure to attend “Beyond Facebook: Google+, Pinterest and More” at IBS 2013. Presented by fellow MIRMs and marketing experts Kelly Fink of The Providence Group, Paula Huggett of The Bokka Group and Carol Morgan of mRELEVANCE, this educational session will showcase the newest and fastest growing social media tools available, and show how home builders, suppliers and other companies are using them. Attend the presentation for ideas on how to use these tools in your own business.

“Beyond Facebook: Google+, Pinterest and More” will be held Wednesday, January 23 at 2:30 p.m.; be sure to be there.  If you have mastered blogging, Facebook and Twitter, this is the seminar for you.

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About The Author

Read All Stories By Mitch Levinson

Mitch Levinson is the author of “Internet Marketing: The Key to Increased New Home Sales” published by BuilderBooks. He is an Internet marketing expert with expertise in search engine optimization, website development, email marketing, social media and CRM consulting services. He is known for creating effective programs that can be tracked through analytics to prove effectiveness and ROI. Mitch is founder and president of MLC New Home Marketing and MLC FlatFee Realty, as well as managing partner of mRELEVANCE, LLC, a Marketing, Communication, Interactive agency with offices in Chicago and Atlanta. He currently leads the Chicago team. A Multi-Million Dollar Sales Producer who earned an MBA in Computer Information Systems and eCommerce, he brings a unique perspective and experience to the field of real estate communications. Mitch combines the two interests in order to help home builders and developers gain a competitive advantage through the Internet and technology. When he isn’t behind a computer, he enjoys participating in sports and coaching his kids’ teams. Mitch resides in Arlington Heights, Ill., a northwest suburb of Chicago, with his family, which includes two rambunctious labs. Visit my Google+ profile.

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