The Web 2.0 political campaigns could teach the real estate industry well.
While I was giving a web 2.0 product presentation for a Real Estate company the other day, I was reminded how SLOW the industry is to adapt any type of new media opportunities into their arsenals. You really don't need to look too far to realize that Real Estate companies could learn a few tricks from the success of a few of this year's political campaigns. Mainly, Ron Paul and Barack Obama. Both candidates have what would be considered huge obstacles and are not the choice of the "Powers That Be". However, both candidates have defied the odds and beat the pundits and faux-media predictions by using three new communication mediums to a far higher degree than all the other candidates.
1. Video- The abundance of it on their sites as well as the internet channel sites like youtube
2. Blogs- Home Site posts, as well as posting on other posts and tracking posts to follow every detail of the internet masses without the slant of faux-media
3. Social Networks- Whether its meetup.com or twiter.com, both candidates and their supporters have maximized this arena to a whole new level!
Example #1- Anti-War Republican, Ron Paul, with a total press black out, almost to the point of being hilarious and also no support from the Republican Party is still standing and gaining. Despite all of this, Ron Paul is still one of four still in the running out of the original eleven "media-darling" candidates. He is the single largest Q4 Republican fund raiser and is winning delegates. Kind of funny, the Louisiana GOP will not admit that Ron Paul won the most delegates. He is also the only Republican candidate other than Romney with money in the bank. All of it raised from people and not corporations. All of the success, a result of fabulous application of new internet mediums
Most all of his funds raised on-line! Dr. Ron Paul may be 72 years old, but I can tell you that the real world is ONLINE.
So what does Dr. Paul's campaign mean to Real Estate Companies and Brokers? It means that effective use of today's new web 2.0 communication mediums could change the public's perception of a Real Estate Broker as being below a used car salesman to something like maybe, "We are caring, we are experienced, we are knowledgeable, we are professionals, we are People, we are the true experts". I can tell you that it will NOT magically happen using the antiquated policies and procedures of old or sticking your head in the sand and hoping it will go away.
Example #2- Barack Obama, although he receives more press than Dr. Paul gets, he also has lots of false press from the likes of Billary detractors (smear) as well as the "no black person" in the White House movement. Despite all of this, Barack is now considered running equal to Billary and is also close on delegates. More importantly, like Dr. Paul, who holds the largest single day money contribution record, Barack Obama has raised over $32M in the month of January, which will be the largest single month contribution record.
95% rasied on the WEB from 177,000 mostly low-roller donors! Hmmm, on the web, imagine that.
Once again, the use and the transparency of the video pushed through social networking and blog posts like a viral forest fire . Once again, the Faux-press will not
provide real news, so the the new social network media vehicles provide more truth to the masses. Folks, the world is looking for truth and transparency more than they ever have.
So what does Barack Obama's campaign mean to Real Estate Companies and
Brokers? More than they can ever imagine. It means that effective use of today's new web 2.0
communication mediums vs. traditional one dimensional newspaper ads or home magazines and of course, hot pads and seed packages. If an Obama can fight the "Muslim" issue, the Real Estate industry can move above being labeled below a used car salesman.
But the real question is , will they? There is no doubt that a small minority of forward thinking agents have already grasped the very concepts we are addressing. Who will be the real leader in this new era? Will the National Association Of Realtors get it? Will your company "get it"?
There are some telling signs when we look to the horizon. More and more people are on the web and they have broadband and speakers on their PCs too. I think the Real Estate Industry should take heed vs. scoffing at these facts as some silly little geek fad...you know a "video trend", something they will "get over" when they grow up. If you want to look at a trend that turned an industry upside down, take a look at the Music industry. A complete 1000% new model and it happened in a flash!
So here are the big trends-
Video-Transparency
Blogs-Transparency
Social Networks-Transparency
2009 Digital TV-IPTV
SEARCH (being found)
Not knowing about these subjects is a poor excuse in todays change on a dime world. So what are existing real estate companies-professionals going to do to leverage existing social
networks, video and blogs to connect with their customers further upstream… long before
they are ready to buy a home… and establish and build those
relationships…build social networks…and change public perceptions.
We know there are large (Millions) Networks of people. Social networks using email, texting, posting and watching lots of video. Sending lots of video. They are online more than ever. Watching less TV than ever, multi-tasking more than ever. This is not hype, this is documented fact and the above campaigns provide real world proof!
On the dark side, there is one thing about the new transparency..which is similar to 360 tours in a house that's a dump... they show your faults as well as your features. So people with issues or skeletons don't like video or transparency or people finding the truth, researching and posting the truth. The political parties have grown accustom to Sheeple taking the spoon fed media and voting the party line. Well, those days are are changing too. People are skeptics and do not trust the traditional forms of media. Many do not trust the political parties any more. In fact, I contend that Real Estate Companies without fully functional video based consumer, bloggy-social network, searchable portals, will go the way of Fred Thompson or John Edwards..out of the race.
Politically, whether you agree or don't agree with Dr. Ron Paul and Barack Obama, you will have to agree with one thing. They have had huge success through the use video-blogs and social net works and both have built the largest networks of local supporters among all the candidates...despite all the tactics of old guard media. Wow, now that's power to the people. So what will you do?
I bet you watched the videos didn't you...couldn't help yourself.