Using Social Media

The need to utilize and analyze SEO, though, is only one slice of the technology pie. Social media, regardless of the platform, needs to be integrated into websites. It also bolsters their SEO, allows information to be easily shared from their website to a variety of pertinent social media platforms and, in turn, returns traffic to the site.

Callaghan says Century 21 has taken a keen awareness to its social media presence in recent years. From 2012 to 2013, their social media activity jumped 60 percent, and their agents are clamoring to continue that trend. In response to that need, they’ll be rolling out a new initiative that assists their agents in the creation and dissemination of regular social media content. It will be easier for them to increase engagement with their social network, fans and followers, Callaghan says, and it takes away the heavy lifting of finding the time to create that content.

For example, Century 21 provides regular market updates in a video format based off ZIP codes for agents, which gives them regular information to put on social media platforms while simultaneously appeasing consumers. Those videos, created by Terradatum and VScreen, two top video marketing companies, are automatically updated every month when the data is refreshed. Callaghan says their video and social media presence extends to YouTube, where agents have the ability to create video slideshows of a listing that are syndicated to the site.

The experience consumers have on the site is also paramount. Haran says that plays a major factor in whether or not a consumer will return for information. With one out of three consumers visiting their website from a mobile device, mobile technology is a must in 2014. The Coldwell Banker corporate site will be adding responsive technology, which allows the site to recalibrate itself to the type of device someone is using (ie: mobile phone or tablet versus desktop) rather than defaulting to a mobile site only.

Pierson says responsive technology is a key focus for his team’s 2014 technology approach, and that it have “mobile solutions and flexible technology that adapt to the end user’s preference, whether mobile, tablet or PC technology.”

Baird & Warner are also refining the mobility of its agents’ business system. This system already allows agents to access a variety of tools, resources and information with single sign-on technology, but in 2014, they will have the chance to access it from a mobile device.

“It will enable them to be more productive than ever before,” Alter Warden says. “It’s designed to simplify their work experience … allowing them to do business anywhere, anytime. It was built entirely by our company and developed by watching how brokers work and what tools they truly need and want.”