We are excited that two of our ONE Sotheby’s International Realty agents, Nathaniel Crawford and Elliot Machado, are finalists for the 2018 Inman Innovator Awards. This is recognition is for their advancements in technology and use of fresh new ways to interact with clients, setting them apart from the field not only in South Florida but the country. Curate, the new AR app from Sotheby’s International Realty®, is also a finalist, in the real estate technology category.
Nathaniel Crawford is one of the creators of the Live Exclusively Miami app, which provides buyers and agents with information about a curated collection of new and pre-construction apartment buildings in Miami, all in the $1 million-plus range. Elliot Machado’s Brickell Scoop social club brings together millennials with buying power in Miami by enticing them to karaoke, cocktails, comedy events and more. It has established him as a social organizer and brought him real estate business as well. Curate is a virtual staging app that features a selection of augmented-reality interior designs, ranging from modern living rooms to traditional dining rooms, enabling consumers to virtually swap styles and test them out to truly envision a residence they would like to call home.
We asked these forward-thinking agents about their use of technology, read what Nathaniel and Elliot had to say.
How has using digital and social media helped you grow your personal real estate business?
NC: Digital and social media allow us to test and scale ideas quickly across different platforms and media types. We’re able to find out what works (and what doesn’t) quickly and then adjust accordingly.
EM: It’s helped me tremendously! Being able to stay in front of your sphere on a daily is extremely important when you’re building a brand… and as an agent we’re all building a brand! Whether that’s personal or for business.
Which digital/social media platforms are the most effective for you?
NC: I’ve found Facebook, Google and YouTube to be the most effective depending on your strategy. I believe Instagram has potential to be powerful also, but we have not used it very much yet.
EM: Instagram is my favorite and best used platform for both @elliotmachado and @thebrickellscoop.
What are some tips for realtors that are trying to establish their digital presence?
NC: The biggest pieces of advice I would give an agent on establishing a meaningful digital presence would be: 1) Curate content, all of your content does not need to be original (as long as you cite the source); 2) Added value doesn’t always sell, sometimes good advice and sharing resources are the best relationship building tools you have; 3) Automation is key, use services like Zapier and IFTTT; 3) Video, Video, Video – use video whenever possible, it’s easier for people to consume and it allows them to get to know your personality.
EM: Take it seriously. Set time each week and identify goals you want to reach with each post. This will help the overall consistency. Oh and don’t forget about daily Instagram stories, lol!
Learn more about the awards on the official website. The 2018 Inman Innovator Winners will be revealed at Inman Connect in San Francisco the week of July 17-20, 2018.