Real Estate Tech Staying Relevant in Real Estate Through Effective

Staying Relevant in Real Estate Through Effective Communication

by Paige Brown

Lee Goldstein

Broker/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 and solutions for dealing with price.” home-buying and -selling Through his utilization of the ACEthrough the COVID-19 pan- Social platform, Goldstein also disdemic, such as ensuring pre- covered the significance of posting approval and dedicating time consumer-focused content across Starting off his real estate and effort to those who have his social media. He explains that career as an appraiser, Lee Goldstein, broker/owner of Goldstein already hired them to be their agent. With their busy season most REALTORS® only post and share information about their busiInTrust Realty, Inc., has just wrapped boosted in July 2020, rather than ness, which is often overlooked. up his 15th year in the industry. With the usual peak in May and June, “ACE makes you more relevant and a rich work history, owning a chain of Goldstein described the market as gets people interested, rather than video stores in New York and delis “crazy,” but remained committed to just trying to tell them what you do,” and restaurants in North Carolina, great customer service and taking he says. Goldstein thought he was finally re- the best possible care of clients. Goldstein believes that in order for tired in 2005. Then the wide world of In addition to high-quality, face-to- agents to become and remain a valureal estate pulled him in. face service, video conferencing and able resource, having more than bare

With his experience in appraising Zoom meetings, social media plays bones on their social media is esand running a successful business, a huge role in Goldstein’s customer sential. “ACESocial definitely helped Goldstein shifted gears and joined service, especially on the marketing me to think about these things and his wife by getting his real estate li- side of his business. “I think social find a way to make my social media cense. “I got into sales in 2005 with media is pretty incredible right now,” more important in my business and, RE/MAX,” he explains. “In 2012, we he says. “In order to be relevant, you ultimately, be more relevant in the opened our own company...that’s have to have communication, and market.” RE 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 devel-

For more information, please visit intrustrealty.com and rismedia.com/acesocial.

Paige Brown is RISMedia’s content editor.