Modelry - A Random Walk through Internet Real Estate: Update from the 2011 Inman News Conference - July 2011

Update from the 2011 Inman News Conference - July 2011

Emily White FaceBook LocalI am here in San Francisco at Inman Connect which is the "trade" conference for real estate. There are very few agents here, a number of brokers and franchises, and a lot of real estate technology companies. This is probably the 6th or 7th Inman news conference I have been to. It's great to connect with old friends and colleagues and to meet new people and potential partners as well.

Can anyone guess the focus of the conference? Yup, social media. Mobile was also big.

The conference had some great and compelling speakers:

  • Emily White, Sr Director of Local at FaceBook
  • Jason Spero, Head of Mobile Advertising, Google
  • Porter Gale, VP of Marketing, Virgin America
  • Krisstina Wise, Principal Broker, the Good Life Team
  • Ryan Holmes, CEO, HootSuite
  • David Vivero, CEO, RentJuice
  • Joe Gebbia, Founder, AirBNB
Joe Gebbia - AirBNBTo name a few.

Highlights for me:
  • Social is becoming pervasive for consumers.
  • Consumers are spending more time on social networks than on email.
  • Social is about relationship building, not advertising
  • Social media takes the offline personal networking and is moving it online. Many people said that the real estate industry should be great at social media and social media marketing since real estate in the physical world is about relationships and networking.
  • Social has to be authentic as people and consumers can sense advertising and turn off.
  • The intersection of local and social seems to be the next great thing (so the real estate industry should have a lot of opportunity here)
  • Agent reviews on Zillow and Yelp are here to stay. Reviews are going to be become more pervasive.
Emily White - Best Practices for Your FaceBook Page:
  • Create a presence and make sure you are found
  • Keep your page interesting to keep it interesting
  • Be authentic - consumers can sniff out a fake
  • Interact and engage!  Think of FaceBook as a party
    • Ask a question
    • Respond to users
    • Share industry news
    • Link to current events 
Jason Spero, Head of Mobile Advertising at Google
  • 82% of home buyers use the Internet as the primary source of information
  • 35% of home buyers are using a mobile device for information
  • 1 in 6 search queries are from a mobile device
What to do in mobile?
  1. Be there when they are searching
  2. Be local
  3. Be personal
    • 1 in 3 queries on Google have mobile intent
    • 60% call; 60% visit a local business
    • Geotarget your ads
    • Help consumers choose an agent using bios
    • Get feedback from clients

Nikesh Parekh

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Comment balloon 4 commentsNikesh Parekh • July 29 2011 02:15PM


Niki- thanks for the info and gathering it for us!  I would say this is useful info. for Realtors out there. What did they think of Google+?

Posted by Kathy Streib, Home Stager - Palm Beach County,FL -561-914-6224 (Room Service Home Staging) about 8 years ago


Some very intesrting data included in your post. There is a lot for us to take with us. Thanks for sharing.

Posted by Robert Bob Gilbert, Your Katy TX ( West of Houston) Real Estate Expert (Berkshire Hathaway HomeServices Anderson Properties) about 8 years ago

Thanks for sharing! Lots of good info here

Posted by Samantha Smith, Sam I Am Houses, Simply Texas Real Estate (214.422.0729 about 8 years ago

Niki, thanks for taking the time to summarize what you found helpful.

Posted by Michelle Carr Crowe,Altas Just Call...408-252-8900!, Family Helping Families Buy & Sell Homes 40+ Years (Get Results Team...Just Call (408) 252-8900! . DRE #00901962 . Licensed to Sell since 1985 . Altas Realty) about 8 years ago