Posted by Thom Friend on 4/11/2018


When it comes to potential buyers and sellers finding you online, a personal real estate website is indispensable. But is your website built to generate real estate leads? Your goal is to have your website visitors give you their contact information. Here are the key ingredients to convert visitors to clients:

Always direct leads to your website

You’re probably marketing your real estate business in many different ways, so it’s important that everything you do funnels leads back to one place—your website. Make sure all of your social media profiles, e-newsletters, email signatures, and printed materials have your website on them. Your website is the hub of your marketing, and the best place to capture lead information.

Provide the ability to search listings easily on your website

Once your leads arrive at your website, it’s crucial that they can find all of the information that they might be looking for as buyers and sellers. Feature a property search and listings on your home page. Make it easy for site visitors to contact you. Always follow up with any registered leads via a phone call or email.

Offer helpful information to your clients

Leads are looking for information: buying and selling FAQs, neighborhood data, local schools, and recommended professionals like mortgage brokers and home inspectors. You can also provide helpful information like this through blog posts.

Stay in touch with your leads

Once you have their contact information, managing leads can seem complicated. The best way to simplify things is to get in touch directly as soon as possible, either via email or phone, and ask how you can be of service.

Posted by Thom Friend on 3/7/2018


Deciding how to project and brand yourself on social media platforms can be confusing. Social media is meant to be organic, honest, transparent, and personal, and people identify strongly with that. Blogs, Facebook, LinkedIn and many other all encourage us to some extent to be a bit more “real.”

But then you can run into the problem of being TOO personal. Oversharing or sharing the wrong things is a great way to destroy your reputation.

So what to do?

Believe it or not, you can be professional and personal at the same time in social media. Your online brand needs a personality. The key is not to confuse “personal” with “private.” Be yourself via social media. Don’t be afraid to be funny, or a little more informal than usual. But keep your private life private. Think about this like the beginning of a conference call on Monday where you spend a few minutes talking about how you spent your weekend. You probably aren’t going to reveal anything private, inappropriate or unprofessional in a conference call with a client or coworkers, but sharing a little personal information does help you get to know each other on a level that is slightly deeper than just having strictly work conversations. This is exactly the type of personal information you can easily share on social media.

Blogs are a great way to portray your friendly, accessible side. Use your own conversational voice when you write. This will also help take some of the pressure off of writing blog posts. Show that you're an expert in your field by answering real estate questions and talking about local things to do. You want to create engagement, interact with readers to build a more personal relationship with them. Build prospects by sharing your opinions, thoughts, and experiences on all kinds of things, not just about real estate.

And that is the heart of the matter, when it comes to turning real estate leads into clients. Most people don't want a stuffy, cold agent who acts "professional" all the time - they want a personable agent, someone who is as human as them and who has shared similar experiences and so can relate to them. Real estate leads are EVERYWHERE for agents - it's just a matter of having the right tools to ensure the real estate leads are coming your way, rather than someone else's.

Posted by Thom Friend on 2/27/2018

Join us for a FREE webinar to learn everything you need to know about how to use FACEBOOK ADVERTISING to elevate your business!

Wednesday, February 28th, 2018

Time: 11am PST / 1pm CST / 2pm EST

Duration: 1 Hour

With more than 1.6 billion users, Facebook is king of the social media world. Yet many agents still aren't taking full advantage of the many tools Facebook has to help you generate more leads and expand your sphere of influence.

Join us for a FREE Social Media Boot Camp 2: Facebook Advertising webinar, designed exclusively for real estate professionals and your business needs, to learn how to take full advantage of Facebook Advertising so you can too be motivated and empowered to get the biggest return from your social media marketing. Register Today! 

Topics covered will include:

  • How to grow your audience exponentially through Facebook Advertising
  • How to create effective Facebook Boost and Ads
  • Best practices for Facebook Advertising, including advanced tips on detailed targeting, top of mind marketing, and lead generation

 Click Here To Register Now

Tags: facebook   Social Media  
Categories: Real Estate Marketing  

Posted by Thom Friend on 2/12/2018




Latest Acquisition Is the Fourth in the Company’s Two-Year History and Will Provide an Online Lead Generation Compliment to the Firm’s Highly Successful Elevate Technology Platform



February 12, 2018 –Greensboro, NCToday, Elm Street Technology (EST) announced the acquisition of Agentjet, Inc., a digital marketing, lead generation and technology provider for top producing agents and teams.  Today’s announcement marks the fourth transaction in the company’s two-year history and provides a scalable lead generation compliment to the company’s Elevate productivity suite of technology and client servicing platforms.

This acquisition is just the latest in a series of strategic moves EST has made to create a portfolio of products and services that, when integrated, create a technology solution that will provide everything from lead generation to client retention services for agents, teams, brokers and more.  Previously, the company acquired Listingbook, a collaboration and client servicing platform, RLS 2000 a real estate-focused social media marketing service provider and Consolidated Knowledge, a premier creator of real estate technology and MLS data management solutions.

“Agentjet has been providing real estate professionals with a proprietary and highly proven digital marketing program that delivers high-quality leads and clients to their real estate customers” said PremLuthra, Elm Street Technology’s President and CEO.  “We’re looking forward to offering this service to the tens of thousands of Elevate customers nationwide.”

“Our Ann Arbor, MI based Real Estate Technology team is excited to join the portfolio of Elm Street Technology companies, which is led by an incredibly experienced and respected leadership team,” said Eric Pointer, Co-Founder and COO of Agentjet, Inc. “As a veteran REALTOR® myself, I can tell you that the vendor landscape in the real estate vertical is incredibly fragmented and inefficient. Real estate professionals and brokerages, large and small, find it extremely difficult to vet technology and tools and often just end up wasting time, energy and resources. Elm Street Technology is devoted to developing or acquiring all the best-in-class technology, services and products and placing them under one roof, thereby reducing the burden and increasing the efficiency of the selection process."

“We’re excited to include Agentjet’s solutions in our growing portfolio of integrated technology and service offerings for real estate professionals,” said Randall Kaplan, Chairman of EST.  “Our vision to create a single platform for our customers to accomplish everything from lead generation to client retention has made great progress over the past twenty-four months and we’re looking forward to adding more companies and products in the coming months.”


Elizabeth Kaplan

Elm Street Technology

[email protected]


About Elm Street Technology:

Elm Street Technology offers a portfolio of real estate technology and marketing services companies that provide one vendor, one point of contact, one solution fully fused into one platform to deliver a single source for new leads, client relationship management, and client retention tools for agents, teams and brokerages. Elevate from Elm Street Technology is the single solution that real estate professionals need to handle the marketing while brokers and agents handle the business, including high-end IDX websites, lead generation tools, powerful CRM and incubation tools, mobile app, social media management and blogging, and client retention tools. For more information, call 1-866-353-3456.

About Agentjet:

Agentjet, Inc. provides digital marketing and lead generation services to agents and small brokerages throughout the United States and Canada. Agentjet employs a proprietary lead capture process making it one of the most efficient of its kind in the real estate vertical with connecting in-market home buyers and sellers with real estate professionals. Agentjet technology tracks consumer behavior online and delivers this vital information real-time to its customers and simultaneously annotating, scoring and prioritizing consumer behavior in the backend CRM so that customers can efficiently connect with prospects at just the right time. 


Creating a Facebook business page for your real estate business helps you get found on the largest social media platform in the world, but it's not enough to add a profile photo, post once in awhile, and call it a day. Take a few easy steps to make sure you're getting the most from your Facebook business page:

Fill out the "About" section completely. Click on the "About" tab under your cover photo and take a few minutes to fill out each section. First, fill out the "Category" and "Subcategory" sections. These are important for helping Facebook to return your page in search results, so make sure to choose any applicable real estate categories and subcategories. Next, add a short and long description. A quick summary of your credentials, experience, and the areas you serve works well for the short description. For the long description, add a bit more of a bio or resume and your specialties. Lastly, don't forget to fill out all of your contact info as completely as possible so people can get in touch quickly and easily.

Reorder your page tabs. Your Facebook business page displays posts in the right-hand column and information about the page in the left-hand column. This information includes a preview of the "About" section, the number of page likes, reviews, apps, and more. The "About" section always appears first, but you can reorder the other sections any way you'd like. Prioritize these sections in order of importance. For example, if you're a Social Pro Gold client, we provide you with a Property Search app so that visitors can search for homes directly on Facebook. This can be a great way to get visitors engaged on your page. Or maybe you have some killer five-star reviews, awesome videos, or tons of page likes. Make sure the important tabs are at the top. To do this, click the "More" tab under your cover photo, then click "Manage Tabs". Drag and drop to rearrange in the order you prefer.

Add a call to action. This simple button can entice page visitors to take action once they reach your page. If you haven't set up a call to action already, you'll see a button that says "Add a Button" next to the "Like" button on your page. Click to choose from a variety of options. "Contact Us" or "Call Now" work especially well for real estate agents. Facebook will then walk you through a few simple steps to set up your button. You can even preview what it will look like on different devices. This is a great way to help page visitors call or email you directly to get in touch.

Ready to leverage Facebook and other social media for your real estate business? Call today for a free Social Media Review 855.560.4467


The vast majority of home buyers and sellers start their search for agents or properties online. Getting found by these prospective leads is your key to success. Here are a few tips to improve your online marketing presence and attract more leads:

1. Clean Up Your Website:
Less can indeed be more when it comes to the homepage of your website. A simple, clean design with intuitive navigation will entice website visitors with short attention spans to stay a bit longer. Put the key items that your clients are searching for on your homepage: property search capabilities, real estate resources, blog articles, and your phone number, email address, and links to your social media profiles.

2. Find the “Sweet Spot” for Posting Frequency:
How do you know if you’re posting too much or too little across the numerous social mediums out there? Truth is, it can be tricky to find the sweet spot, but never fear. In general, you want to give your clients useful or interesting content and you should post as often as you have that to share. If you feel like you’re grasping at straws for things to post, you might be posting too much. Here are some general guidelines:

  • Blog: 1-3 times per week
  • Facebook: 1-2 times per day
  • Twitter: 1-3+ times per day
  • LinkedIn: 1-3 times per week

The good news is that at Elm Street Technology, we integrate your blog with your social media profiles so that every time you post a blog article, the link goes out to Facebook, Twitter and LinkedIn. That takes care of a good chunk of your posts!

3. Provide Value to Clients:
We just mentioned this, and it can’t be overstated. You want to give your clients useful or interesting content on your blog and on your social media profiles. This means local information, real estate insights, answers to FAQs, and even a funny anecdote or photo here and there. Don’t be afraid to share a link to an article you think your clients would be interested in, this can be a great way to build relationships. If you have any incentives to offer your clients (read: freebies), spread the word across your site and social media profiles.

4. Use Links:
This is link-building 101: Always link back to your own website whenever possible! Make sure all of your social media profiles, e-newsletters, email signatures, and yes, even printed materials, have your website on them. Link out whenever possible to drive clients back to your site. If you’re writing blog posts, reference and link to other posts you’ve written when it makes sense.

5. Maintain Your Blog:
Your website is only as good as your blog content. Fresh blog content boosts your ranking in Google and increases the number of searches your site may be returned for. If a potential client sees that your blog hasn’t been updated in a long time, it’s a red flag that speaks to your professionalism. Keep posting!

6. Be Polished:
There’s no doubt about it, maintaining an online presence can be a lot of work. But this will never again be the world of newspaper ads, so take a moment to make sure your presence is polished. Check for grammatical errors, misspelled words, and broken links.

7. Experiment with Online Tactics:
Don’t be afraid to shake up your posts. Try some video blogs, or post something different than you normally would to Facebook. A small change, whether it’s the time of day that you send out your email newsletter or some new hashtags on Twitter, might give you a big boost. The beauty of online marketing is that you can track how well a strategy is doing. If a new strategy isn’t working as well as you’d hoped, try something else.

Online real estate marketing is effective and affordable when done right. Take a few minutes today to review and polish your online presence.

By Prem Luthra, President of Elm Street Technology

Growing your real estate business is fundamentally about fostering existing relationships and developing new relationships with consumers. The oldest and simplest form of relationship building comes from a marketing concept called one-to-one (1:1) marketing. The concept is certainly not new, but with the emergence of social media it can take the potential for one-to-one marketing to incredible new levels.

On the surface, social media may seem like just another way to get in front of large numbers of people with the hope of generating some leads, a few clients and some sales for the effort. However, today’s social media platforms offer much, much more than that.

As you know, marketing in real estate revolves around finding potential buyers and/or sellers, convincing them of your expertise and professionalism and then staying top of mind by reaching out to them periodically as making real estate decisions is often a process. The great news about social media is that you can develop and foster relationships over a period of time and be top of mind when the consumer is ready to make a real estate decision.

Leveraging social media platforms such as Facebook, LinkedIn and Twitter allows for meaningful, repeated engagement with consumers in an environment that is familiar and comfortable for them. Unlike cold calling, door knocking, For Sale by Owner and Expired solicitations, social media engagement should begin with a simple “like” or “share” as you slowly build rapport with new contacts and potential clients.

Further, social media marketing is effortlessly interactive for both you and consumers. Messaging is simple, taking no time at all and allows consumers to respond to you on their own time to ask questions they might not have thought to ask over the phone or in-person.

One-to-one marketing on social media is particularly effective at relationship building because you can:

  1. Easily stay in touch with your personal sphere and reach out to those connected to them. These are people you have an established relationship with and others like them; their sphere.
  2. Connect with like-minded individuals who share your passion for business, local sports teams, music or other shared interests providing you with the ultimate icebreaker and a shared common ground.
  3. Level the playing field with your sphere and contacts unlike telephone calls and emails. You’re engaging with someone interactively in a two-way conversation. The ultimate no-pressure environment.

Now before you get started, here are several best practices and digital etiquette with social media:

  1. Separate your business social media activity from your personal social media activity! – Build business and professional profiles and pages.
  2. Try to refrain from political, religious and other culturally sensitive content on your business pages – If you feel compelled, save that content for your personal social media pages and you could even create special groups with like-minded individuals.
  3. For your business activity, focus on the quality of the post versus the quantity and /or frequency of posting – Content such as market value trends, mortgage rates and listing information such as just listed/just sold are applicable versus personal activity such as, when you woke up, what you had for breakfast and when you went to sleep.
  4. A Follow for a Follow – If someone follows you, proper etiquette is for you in turn to follow those people back.
  5. Don’t send real estate solicitations immediately following making a new connection – Establish an engagement with someone such as Liking or commenting on one of their posts.

These are just several tip of the iceberg concepts that can help you leverage social media to accelerate your one-to-one marketing practices. If you would like to learn more about social media and one-to-one marketing, join our social media specialists Frank Chimento and Sean Price on Wednesday, October 25th for a free webinar that will outline some of these social media best practices and other marketing ideas for your real estate business.

Register for our free webinar here.

By Prem Luthra, President of Elm Street Technology

The real estate brokerage business is evolving, rapidly. Undoubtedly you’re witnessing first-hand how today’s digital landscape is affecting consumer behavior, particularly with their expectations (or demands) on our industry. You may see this change as a disruption or distraction, although today I’d like to offer a different perspective--that a tech-fueled brokerage business environment and the many technology offerings available are in reality, opportunities and untapped resources.

Breaking down why I think these new platforms are so important, I’ll draw attention to the three main components I believe comprise a successful brokerage: productivity, transparency, and communication/collaboration with consumers.


With every passing moment, a new app or whiz-bang technology hits the market. New software gets launched, and new businesses are formed. This new business ecosystem is a roller coaster and, whether you like it or not, you’re along for the ride.

As a brokerage, you have three options when it comes to dealing with the multitude of tech platforms, CRMs, and various other products.

  1. You can ignore them and continue business-as-usual while your competitors evolve
  2. You can spend your evenings and weekends trying to spot the trends, picking out the useful stuff from the gimmicks (this is only fun for a select few of us, and we aren’t exactly what you’d call “normal”)
  3. Or, you can seek out tools and/or third-parties to help you stay on top of the most important things while you focus on meeting your customer’s needs

To effectively leverage your online presence, it’s vital to take advantage of digital platforms. They’ll help you find leads, build trust, and stay connected with your consumers.


Conversations that were once held behind closed doors or at the negotiating table are now occurring on Twitter, LinkedIn, or Facebook and in front of thousands of people. Data that was historically only available to our industry practitioners can easily be found on dozens of websites. Sound familiar?

At first thought, this can seem like a scary thing. But, this too can be seen as an opportunity to build trust with your online audience (and future clients).

Blogging and posting on social media about recent transactions, company events, policy changes, or customer service responses are great ways to show your customers the behind-the-scenes operations of your brokerage. It tells them that you have nothing to hide, and it may answer some of their questions that they’ve been hesitant to ask.

Communication and Collaboration

Social media, particularly Facebook and LinkedIn, is great for staying in touch with people that you don’t have frequent contact with. Perhaps you even have a few old high school acquaintances on your friends list that you hardly, if ever, talk to but still keep them as a “friend” for old times’ sake.

When leveraging these platforms for business, your goal is to make sure you’re accessible and memorable, without overstaying your welcome or becoming an annoyance.

It’s true that this is a difficult balance to achieve, but doing so successfully can mean increased online and word-of-mouth leads and testimonials.

Where do you begin?

Although the platforms and tools are new, the principles of your business remain as they always were. To find out where you can start implementing these changes, refer back to your customer value proposition from Marketing 101.

Find out how you can use the various new platforms at your disposal to meet the total sum of benefits your customer expects from your relationship.

So, to recap:

This new, digital age of brokerage is upon us and will only become more integrated into business as time goes on. The upshot is that we can use these platforms to increase leads, productivity, transparency, and to build better relationships with consumers.

To be an effective broker in today’s world, you need to put on your consumer hat on, focus on your value proposition, and start planning the implementation of these platforms into your business.


If we told you ten years ago that by 2017, eight out of ten adults in the United States would actively use Facebook, you probably wouldn’t have believed it. Today though, it comes as no surprise to learn that most people spend almost an hour each day scrolling through posts on social media. This phenomenon has enabled real estate agents to connect with buyers and sellers at the touch of a button and often for free. Social media makes it easy to share listings, promote your website, and stay in touch with happy clients that you might otherwise lose contact with.

If you’re an agent looking to take full advantage of social media, we regularly host free social media boot camp seminars. We’ll teach you the ins and outs of using social media to elevate your business. Take a look at our upcoming schedule here. Interested in scheduling a social media boot camp? Fill out this form.

Here’s what you can expect to learn:

Social media platforms are constantly upgraded to create a better user experience. It can be a full-time job to just keep up with the changes to figure out how to apply them to your marketing strategy. Our presentation will go into detail on the best practices of social media for your real estate business as they stand today. But, to pique your curiosity, here are some of the topics we’ll be covering at the boot camp.

  • The reason why social media is so important!
  • How to extend your network with social media
  • Targeting under-utilized platforms
  • How blogging can be your secret weapon
  • Social media strategies

During our boot camp, we’ll also break down the strengths and weaknesses of each individual social platform. Then, we’ll wrap up by discussing ways to maximize your reach on these platforms without spending a lot of time or money on them. Sound like a plan? Then register for one of our upcoming boot camps for free!

The Millennial generation will be the largest home purchasing demographic in the history of the United States and research suggests that they are more invested and connected via social platforms (Facebook, Instagram, SnapChat, etc.) than any other media. Further, Millennials have been raised at a point in time in the evolution of technology that they demand “instant gratification” when inquiring, researching or purchasing. It’s all in the click of a button.

  Contrast these personas with the typical home buying process. Lengthy, complicated, predominately offline and not at all in the “instant gratification” category. Providing value and assisting these consumers with their home buying/selling needs should be focused on bridging the gap between the online and offline experiences. Real estate professionals are exceptional as it relates to assisting consumers with a seamless real estate transaction, however are you exceptional with promoting yourself and services on social platforms?   Do you feel equipped to “bridge the gap” between an online experience and the offline buy/sell process? If not, give us a call at (855) 558-4243 or sign up here. With Elevate, we take the hard work out of social marketing and do it for you!

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