Commercial Real Estate Turn Facebook Off!

Yes, that’s what I said.  “Turn Facebook Off”.

Facebook to many has promised to be the greatest conversation channel and relationship builder in the history of human kind. Yes, I think some one actually said that…most likely the investors in Facebook or that Berg kid.  For commercial real estate that’s just pure BULLSHIT! Let’s take a look at the daunting stats.

Facebook Facts:

1. Facebook has over 500 million users.

2. If Facebook were a country, it would be the world’s 3rd largest country.

3. An average Facebook user spends about 55 minutes a day on the site.

4. An average Facebook user spends about 6.50 hours a week on the site.

5. The average Facebook user spends 1.20 days a month on the site.

6. Facebook’s translation application support over 100 languages.

7. There are over 900 million objects that people interact with (pages, groups, events and community pages)

8. Average user is connected to 80 community pages, groups and events

9. Average user creates 90 pieces of content each month

10. More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.

11. ** In a sample survey of 2884 people across 14 countries, Facebook is studied to have the highest penetration. The top 3 sites include Facebook (51%), MySpace (20%), and Twitter (17%).

12. **Over 300,000 users translate the site through the translations application.

13. **Over 150 million people engage with Facebook on external websites every month.

14. **Two-thirds of comScore’s U.S. Top 100 websites and half of comScore’s Global Top 100 websites are integrated with Facebook.

15. **There are over 100 million active users accessing Facebook currently through their mobile devices.


* Online sample survey of 2,884 consumers spread over 14 countries between the age of 18 to 55 years old byOnline Media Gazette.

** Statistics from Facebook press office.

You are on there why?

500 million people on the site spending how much time?  Who cares?  Is it just for brand building,relationship marketing,top of mind awareness?  Are you just “liking” and updating for fun? Obliviously you crave attention and acceptance….just human nature right?  Maybe if you don’t you become invisible and irrelevant according to “today’s” society.

Why real estate people think they are on Facebook.

1.  To encourage past clients and new clients to ‘friend’ you or ‘add’ you to their networks.  You can include links to your profile in your marketing materials, business cards etc.  Build out a brand new online “sphere”.

2. Creating Groups – This is the most obvious way to use the site. Create a “Nashville Commercial Real State” group for example and help investors or potential tenants with their questions.  Leverage your expertise to become the expert in the group.

3. Creating a unique Group is also a great way to keep in touch with business networking contacts you meet ,  maybe something like “Tech Start-ups”

4. Sharing-  Using Facebook to market properties to a select group or share properties with friends . A handy bookmarklet lets you add external links to your Shares.

5. If you’re a blogger, add your RSS feed to your profile. You could find new readers and even drive traffic back to your blog by sharing your posts with your network.

6. Maximize exposure of your services, commercial real estate is very dependent on networking.  500 million people…can’t go wrong …can you?

7. Building up that precious e-mail marketing list.

8. Personal brand building…..!!

9. Creating “real” conversations.

Commercial Real Estate Reality

1. I cannot think of anyone and I mean anyone that I have done a deal with who is actually my”friend” on Facebook.  They are most likely too embarrassed or professional to let me see their ” personal ” or “real”  lives. Or better yet they are not on there at ALL.

2. Put your Facebook profile on your business card or commercial website…and watch them smile and look at you like you are 12 years old. Count the clicks from your website to Facebook…Cajillions of clicks… right???

3. Commercial real estate groups…..what part of no one knowing what your multi-million dollar personal and professional business is….are we in commercial real estate not a part of?

4. Special groups…..the minute you let them know who you are and what you do…do you think that they will really open up on a public forum and tell everyone what their plans and needs are?

5. “Sharing “your listings…do I even have to explain?

6. Driving traffic to your blog… word..LinkedIN.

7. Exposure to 500 million…really…how many have opted in to your pitch? All of those friend/like/friend/like/friends..buying millions of dollars of buildings?!

8. Brand building…now where did I lay that glam shot with that nice tie my mom gave me again? Reference number #8 above.

9. E-mail list builder…. oh yes they are going to love the Property Blasts as much as I do.

10. The most meaningful conversations/connections/likes I have are with my 15 year old niece and  6 year old nephew. Both hundreds of miles away. Now that is Real quality.

11.As a little side note:

Check out how they use you personal information…..scary??

Conversation and Relationships.

I am just not sold on the fact that Facebook provides any value to a commercial real estate professional.  I would love to see and hear of any examples to the contrary.  Commercial real estate creates it’s own conversations and builds relationships on an entirely different level. Online…in certain forums and networks…but not Facebook. TURN IT OFF! Your thoughts?

Duke Long