The internet has changed the game; people are now able to access information on their schedule 24 hours a day, meaning your business hours are now WE ARE ALWAYS OPEN. So, unless you are Superman you need to figure out how to have an online presence that is always providing value to your clients. The problem is that many companies won’t let their sales professionals have an online marketing presence either through a blog or social media due to corporate marketing mandates that have been put in place and a lack of education about how online marketing really works. These policies are created by out of date marketing departments which have no understanding of today’s marketing environment, especially how to market online. That is a sad fact because a very high percentage of people looking to buy today start their buying research online.

One of the best forms of lead generation and building credibility, in today’s environment, is through blogging, social media and search engine optimization. You can probably turn on your television right now and within 2 minutes see a Fortune 500 company promoting their product or service by directing people to their Facebook page or YouTube channel for more information. Locally based commercial real estate companies shouldn’t be any different than these large Fortune 500 companies when it comes to marketing their properties or services.

The other thing I hear all the time is “My Company has a website with my profile and portfolio listed right there so I don’t have to worry about marketing online.” [insert buzz sound] Wrong!! All things being equal, the only differentiating factor about you will be how you market yourself better than your competition and that means having your own business website that brands YOU.
When you began your career, your manager said “Go out and make a name for yourself” but today companies are also telling you ways in which you can’t market, especially online. The internet isn’t just “for the kids”, it’s a place to create value and build trust. Think of social media as a convention center where your ideal client is always hanging out and the doors never close. At this online convention you are able to present on topics and network with other professionals. Here’s a point to consider: Would you limit what your employees talk about at networking events?

Here are 5 reasons why a real estate company might handcuff their sales professionals by not letting them have an online presence:
1. They are viewing Facebook, Twitter, LinkedIn and YouTube as social media instead of BUSINESS social media (there is a difference).
2. They are still using old outbound marketing campaigns ineffectively and don’t understand how to market online instead of advertising offline.
3. They are too busy to learn about online marketing and lead generation, let alone change the company’s marketing policy.
4. Seasoned veterans have larger networks than younger professionals do so, as a general statement, seasoned veterans aren’t as concerned with online marketing. Due to this, younger real estate professionals are taught to market the old fashioned way.
5. You haven’t learned how to market online and you haven’t demanded your company change their policy! It’s time for you to take responsibility for your own success.

The good news is that there are ways out of these marketing handcuffs if you follow the path of other successful real estate professionals who have taken action to create a presence online. Begin to take responsibility for your own marketing program today and become an expert by creating and distributing value online.