The Real Deal New York

Does social media make any difference for resi firms?

Question marks remain over medium's effectiveness
By E.B. Solomont | August 04, 2015 10:20AM

From the August issueThe day after mega brokerage Douglas Elliman launched its new 300-plus-page magazine this spring, its top executives and brokers took to social media. 

Top producer Frances Katzen posted a photo of herself with boot-clad feet propped up on her desk holding the tome, which featured supermodel Naomi Campbell on its cover. Meanwhile, Hamptons broker Jessica Cohen shared a shot of herself reading her copy poolside with her dog in hand.

But those viral campaigns are few and far between for most firms. And while everyday social media may now be an integral (and mandatory) part of every New York City firm’s business strategy, there is still a very large question mark surrounding how effective it actually is. [more]