In reality, to see results, you must already have strong business fundamentals and a solid marketing plan, says Matt Dollinger, a real estate performance coach who helps practitioners integrate new technologies into their business. "If you're not a great agent, don't worry about social media right now. It's not the silver bullet for your business," says Dollinger, who works for @properties in Chicago. "If you're a bad agent or even an average agent, you won't be able to fake it on the Web. People will be able to see right through you."
Reality 1: You have to be a great agent first.
Reality 2: Using social media is like riding a bull—getting on is the easy part.
Reality 3: You don't have to be a tech whiz to participate.
Reality 4: The Web is in constant flux.
Reality 5: You can't fake it.
Reality 6: The Web is so much more than a prospecting tool.
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