Is Instagram the Future of Real Estate Marketing?

Kyle Rank

Kyle Rank

A local group of millennial real estate professionals seem to think so … and they’re proving it with a “torch” Instagram account, which gets passed from one agent to the next as each sales professional documents daily life in real estate.

What is Instagram? Wikipedia describes it as “an online mobile photo-sharing, video-sharing and social networking service that enables its users to take pictures and videos, and share them on a variety of social networking platforms, such as Facebook, Twitter, Tumblr and Flickr.”

Kyle Rank, director of a group called the Triangle REthink Council, explained the reasoning behind the project stating:

“Facebook and Twitter still have an impact for real estate agents but lately, we’ve seen a huge swing toward other platforms like Instagram, especially with the millennial generation,”

adding:

“If that’s where millennials are, that’s where we, as real estate agents, need to be to attract the younger demographic of buyers and sellers.”

The torch project is just one of the many ways members of the Triangle REthink Council, part of Berkshire Hathaway HomeServices York Simpson Underwood Realty in North Carolina, are engaging with their peers. “Social media marketing is the big topic right now in real estate,” Kyle added. “And the big question around that topic is: With so much content out there on social media, how do you stand out?”

Triangle Torch Instagram

If standing out is the goal, Kyle and his team are certainly on their way there. AgencyLogic CEO, Stephen Fells, asked him some questions about how this creative Instagram torch project got started, where he thinks it might go and what its impact might be on the real estate industry:

What is the @BHHS.Triangle.Torch?

It’s a collaborative Instagram project created by our local REthink council to showcase life in the real estate industry. Our members share their day-to-day work activities and collaborate with others in real estate. The popularity of the real estate industry has increased tremendously due to shows like Million Dollar Listing, Property Brothers, Fixer Upper and similar others. The intention of our account is to show the actual everyday reality of real estate.

What is the REthink Council?

The REthink Council is a unique program created by Berkshire Hathaway HomeServices to connect and inspire young, motivated leaders in real estate. There are currently more than 20 local councils at Berkshire Hathaway HomeServices brokerages around the nation. Our group at Berkshire Hathaway HomeServices York Simpson Underwood Realty seeks to better understand the Millennial generation for the purpose of strengthening the relationship with modern day consumers and our agents.

How did the Instagram torch project get started?

The idea came from a REthink Council meeting. One of the members brought up the concept of a ‘baton’ Instagram account. Each day a new person would post pictures while he or she goes about his or her day. Our council members thought it would be a great idea to create a similar account specifically focused on real estate. Instagram is such a popular social media platform for the millennial generation and we saw this an an opportunity to to showcase what we do in real estate to that audience.

How does it work? Who gets to hold the torch?

As of right now, only members of our local REthink Council can hold the torch. Every Monday a new member takes over the account and posts pictures and videos of their daily activities in real estate. They keep control of the account for the entire week until it switches the following Monday. Be sure to follow us on instagram.com!

How has the endeavor been received since you launched?

It’s been a very positive experience for us so far. Internally, the feedback is great. There’s excitement around this new idea especially since it’s fun and collaborative. Every week we gain a handful of new followers from all areas of the country.

What’s your goal for this project?

Through projects like this, we hope to attract new talent interested in working with our innovative team as well as make sure our existing agents feel like they can really make an impact in our company … because they can. These young agents are unquestionably the future of our industry and it’s vitally important we, as a company, listen to what they have to say and make them understand that their opinion matters. Additionally, we want to continue to broadcast the freedom, flexibility and luxuries this industry allows in a continuing effort to show what a viable career choice real estate can be.

What impact do you think this project will have on the real estate community?

I believe this will be a new way of collaboration and engagement for the real estate community. Our Instagram account creates excitement among the individuals who participate and shows the pride they have in their work.

Is this project part of a larger initiative or a standalone account?

Right now this is a standalone account with our local REthink chapter. However, the efforts fall in line with the national mission and are indicative of the innovative spirit of the REthink initiatve, and of the Berkshire Hathaway HomeServices brand. I believe this concept will eventually expand throughout other local REthink Councils around the country . It’ll definitely be a grassroots effort to start but change no matter how small is an important first step toward widespread progress.

How does REthink affect the real estate industry at large?

The REthink Council brings fresh, new ideas into the real estate profession. According to the latest study by the National Association of REALTORS®, the median age of a real estate agent is 57. This number means our industry potentially lacks a strong connection with the younger generation. For real estate to survive and prosper, we must engage with younger generations of agents and help them achieve sustainable success.

Do you have any insights as to why the Berkshire Hathaway HomeServices brand decided to launch REthink Council?

The millennial generation is going to be the largest pool of buyers and sellers in the upcoming years and they will also flood the workforce. Knowing this, I believe Berkshire Hathaway HomeServices was proactive in creating a program specifically focused on this generation. It shows forward thinking as well as strategic planning for the future of our business. It’s an opportunity to learn about millennials and share the information with all generations – it’s basically bridging the gap that exists today. The REthink Council and the ideas generated by this program make us stronger as a company and brand.

Why is all of this – the torch project, your local REthink chapter, the REthink initiative – important to you?

As a millennial, I probably fit most of the typical characteristics – connected, love to collaborate, passionate about work, transparent, etc. So the chapter, our initiative and this project align with my beliefs. However, there are some other traits mentioned about millennials like laziness, entitlement and self-obsessed. This chapter will eliminate the perception of those negative qualities and promote the positives of not only our generation but our industry. We must continue to focus moving forward – that’s what this group does and that’s what’s important to me. These initiatives unify our agents and strengthens our company.

AgencyLogic and Follr CEO Stephen Fells Quoted in Huffington Post

Our own CEO, Stephen Fells, has been quoted in a Huffington Post article “Friends Doing Business With Friends (and Changing the World in the Process).”

huffington-post-logo

In the article Stephen is interviewed about the Flight 2 Freedom networking event which Follr has sponsored for three straight years.

The event attracts “attendees [] that [are] all decision makers within their realm” and they have to “want to use their influence to create positive change in the world.”

To read the article in its entirety click here.

The New York Real Estate Journal Interview of AgencyLogic and Follr CEO Stephen Fells

AgencyLogic and Follr CEO Stephen Fells has been interviewed by the New York Real Estate Journal. To listen to the interview click here:

[ca_audio url_mp3=”http://nyrej.com/images/radio/archive/ny/2014/11/2014-11-04/show.mp3″]

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