Are you building trust online?

Amy Chorew, a real estate and technology expert, will speak on “Staying on Track and in Compliance” at Triple Play REALTORS® Convention in Atlantic City on December 8. Here, Chorew talks about how to keep a good reputation online.Managing your online reputation has become increasingly important as the use and scope of the Internet continues to grow.

“The Internet blends our personal and business lives more and REALTORS® can’t be afraid of this because our industry warrants that,” according to Amy Chorew, a real estate and technology expert. “REALTORS® have to take extra precautions and go to a higher level of professionalism with their Internet presence. Think of it this way, do you really want to see a picture of your attorney drinking on Facebook?”

Chorew cautions REALTORS® about the types of personal items they post on their sites. “Social networking is about building trust with consumers. People trust us to handle one of their most important purchases of their lives. They might not want to work with someone who seems to spend all of their time on ‘Vampire Wars’.”

Social media creates different issues for people to consider. A member of the Social Media Marketing Institute advisory board, Chorew said there are a few simple steps to keep in mind when using social media:

• Make sure profiles are done properly.  REALTORS® should think about what groups they join and what type of image it portrays. They need to remember that if they identify themselves as REALTORS® on sites like Facebook, they must abide by NAR’s Code of Ethics.
• Follow federal and state fair housing rules.  The same rules that apply in advertising a property still apply on social media sites.
• Build a brand and personal marketing. Set a higher level of integrity than others. Make sure your profile is your brand.
• Set the tone and quality of content added. Build an excellent reputation by what’s posted on the social networking site. An excellent reputation will result in trust from clients. Be careful about what applications you add.

Chorew said social networking is a marketing process just like any other.  “I’m finding that those REALTORS® who are successful and getting leads from Facebook are embracing it in addition to other traditional ways of marketing and prospecting business,” she said.

Those who have embraced social networking are already seeing direct connections to business and because it’s through the Internet, they’re able to track their leads easier and better than other methods.