Hearsay Social customer success story: Pacific Union International
August 9, 2012
“Our more immediate goal in using social media is to empower our real estate professionals to take their own social marketing to another level, and Hearsay Social offers the easiest and most elegant way to do just that.” — CC Holland, vice president of digital media and content for Pacific Union International
More and more, businesses are realizing the vast untapped potential of social networking for forming relationships with customers and prospects to increase reach and revenue. Today we’re proud to announce that Hearsay Social now powers social sales and marketing success for Pacific Union International, one of our first customers in the real estate industry.
Last Thursday, Hearsay Social took the stage at Inman Connect SF with CC Holland, VP of Digital Marketing at Pacific Union International. CC is the marketing maven behind Pacific Union’s organization-wide social strategy. She understands the importance of real estate agents communicating brand consistency on social media while also creating and sharing a personal brand of their own.
As CC and the other Inman panelists discussed the endless opportunities of this new channel, the relationship between social media and the real estate industry became as clear-cut to us as the relationship between broker and buyer. After all, what do real estate professionals do best? They share their brand through connections and show the beautiful content of their listings. Sound familiar?
“For Sale” Sign: Getting the Word Out
Jeff Turner, Director of RealSatisfied.com, argued at Inman Connect that “brand is morphing into company culture. Your values are your true brand—how you live, interact, talk.”
Along those lines, CC recognized early on the importance of content as brands increasingly give voices to their real estate professionals on social media. She also realized that it’s the brand’s responsibility to communicate the company’s core values and how that should be shared with consumers.
“Stopping power in the News Feed is critical,” said Matthew Shadbolt, and CC understands that better than any social media maven. It’s all about photos, and eye catching images that make a person stop and click on your content.
Hosting the Open House: A Chance to Make Connections
A tastefully staged house can be the difference between an unremarkable open house and one that generates significant buzz and offers. CC has filled the Hearsay Social content library with an abundance of content that covers topics from real estate market trends to the best places to taste wine in Sonoma. CC knows that her customers don’t want to hear about real estate all the time, so she and her agents generally follow the 80:20 rule (80% community, recent events, personal information and 20% real estate content).
But nothing on social media matters if it isn’t measured, which is precisely why Pacific Union International uses Hearsay Social for our robust social media management tool. The Pacific Union team recognizes that, in addition to content distribution, it’s also important to have a tool to moderate your agents and what they are saying on social media. Having a powerful analytics tool allows their team to stay laser focused on what is working best for certain agents so they can replicate that success across the organization. CC and her team appreciate the simplicity of the Hearsay Social analytics which highlight the most important trends they need to track at an aggregate level and at an agent level.
Pacific Union understands that social media is all about connections—specifically, the connections their agents make with clients. Higher engagement rates means more eyes will see their content, strengthening the agent’s personal brand on social media. CC and her team encourage agents to engage with their clients on all of their social channels and recognizes that Hearsay Social’s Stream is a great, consolidated dashboard to efficiently engage across Facebook, LinkedIn, Twitter, Google+, and foursquare.
Closing the Sale: Converting Social Media Connections into Clients
As CC so eloquently put it on stage last Thursday, “Content has to be at the core of every brand promise. It’s really important for our real estate professionals to get out there and make their own marks. As a brand we can be the stewards of great content. We give our agents ideas and inspiration.”
Watch the video below to learn more about how Pacific Union International is using Hearsay Social for its social media success.