{Real Estate’s Social Media Leaders}
Staying Relevant in Real Estate Through Effective Communication by Paige Brown
Lee Goldstein
and solutions for dealing with home-buying and -selling through the COVID-19 pandemic, such as ensuring preapproval and dedicating time Starting off his real estate and effort to those who have career as an appraiser, Lee already hired them to be their Goldstein Goldstein, broker/owner of agent. With their busy season InTrust Realty, Inc., has just wrapped boosted in July 2020, rather than up his 15th year in the industry. With the usual peak in May and June, a rich work history, owning a chain of Goldstein described the market as video stores in New York and delis “crazy,” but remained committed to and restaurants in North Carolina, great customer service and taking Goldstein thought he was finally re- the best possible care of clients. tired in 2005. Then the wide world of In addition to high-quality, face-toreal estate pulled him in. face service, video conferencing and With his experience in appraising Zoom meetings, social media plays and running a successful business, a huge role in Goldstein’s customer Goldstein shifted gears and joined service, especially on the marketing his wife by getting his real estate li- side of his business. “I think social cense. “I got into sales in 2005 with media is pretty incredible right now,” RE/MAX,” he explains. “In 2012, we he says. “In order to be relevant, you opened our own company...that’s have to have communication, and when InTrust Realty started.” InTrust you have to have conversations.” Realty, Inc. went from an employee Crediting his success to meanpool of two, Goldstein and his wife, ingful communication across these to a dedicated team of eight REAL- digital platforms, Goldstein has also TORS®and a goal to bring on a larger noticed a significant growth in his folteam by implementing lucrative busi- lowing over the last year. He explains ness models for new agents. the importance of not only posting Over the last year, Goldstein and consistently, but following up with his team have developed skills comments and questions, and develBroker/Owner InTrust Realty, Inc. Raleigh, North Carolina
oping relationships through simple conversation. “It’s really important that you post, and it’s really important that you have conversations. The more conversations you have, the more people that get to see your posts and the more people that make comments,” he says. “And then it grows from there.” Goldstein turned to RISMedia’s ACESocial in 2016 to help him in his social media marketing efforts. He believes that this platform has given him the presence he was looking for, while providing high-quality content to his social circle. “It really made me start thinking about what I needed to do on social media,” he explains. “ACE was a way to get relevant content on my page very quickly and for an inexpensive price.” Through his utilization of the ACESocial platform, Goldstein also discovered the significance of posting consumer-focused content across his social media. He explains that most REALTORS® only post and share information about their business, which is often overlooked. “ACE makes you more relevant and gets people interested, rather than just trying to tell them what you do,” he says. Goldstein believes that in order for agents to become and remain a valuable resource, having more than bare bones on their social media is essential. “ACESocial definitely helped me to think about these things and find a way to make my social media more important in my business and, ultimately, be more relevant in the market.” RE For more information, please visit intrustrealty.com and rismedia.com/acesocial.
Paige Brown is RISMedia’s content editor. RISMedia’s REAL ESTATE March 2021 77
