Commercial firms expand social media presence, but concrete benefits up for debate

Miami /
Dec.December 10, 2012 02:15 PM

Some commercial real estate firms now have a greater social media presence, and some brokers say they’re nabbing leads thanks to the social media sphere, the Wall Street Journal reported.

But whether a social media presence can secure a deal is a matter of debate. JMP Securities’ William Marks, himself a former broker, says online activity doesn’t make a big difference. Twitter, Facebook and LinkedIn cannot provide the face-to-face contact that the business thrives on, he said. “There are indirect benefits, yes,” he told the Journal of social media, “because it’s free advertising in a sense. But there is a ceiling to how much it can actually benefit.”

However, CBRE broker Sacha Zarba told the Journal that thanks to LinkedIn, he’s had over 25 meetings — five to 10 of which have led to a deal. “I will instantly see who we know in common and get an introduction,” Zarba told the Journal. “It makes it warmer.”

Though there are benefits to having a social media presence, as The Real Deal previously reported, there’s the chance for a risky Tweet or Facebook update to cause harm, putting the firm’s brand on the line.

In terms of Twitter followers of commercial brokerages, CBRE takes first prize with over 26,000 followers. Jones Lang LaSalle, on the other hand, has a list of roughly 16,000 followers and even has a social media staff to maintain the firm’s Facebook and LinkedIn accounts. [WSJ]Zachary Kussin


Related Articles

arrow_forward_ios
Movers & Shakers: CBRE hires two senior vice presidents & more
Movers & Shakers: CBRE hires two senior vice presidents & more
Movers & Shakers: CBRE hires two senior vice presidents & more
CBRE CEO Bob Sulentic and Gordon Messinger (CBRE/Illustration by Kevin Rebong for The Real Deal)
Gordon Messinger joins CBRE from Cushman & Wakefield
Gordon Messinger joins CBRE from Cushman & Wakefield
From left: Miguel Solis, Mario Chirino, and Madelayne Garcia
Longtime Berkshire Hathaway team joins Elliman, CBRE taps new South Florida exec & more
Longtime Berkshire Hathaway team joins Elliman, CBRE taps new South Florida exec & more
Michael S. Sheitelman and Josh Bank
Movers & Shakers: HTG hires Crescent Heights’ former general counsel & more
Movers & Shakers: HTG hires Crescent Heights’ former general counsel & more
Arden Karson
Arden Karson launches real estate firm during Covid
Arden Karson launches real estate firm during Covid
Ivan Chorney and Michael Martirena
Movers & Shakers: Top One Sotheby’s team joins Compass, shakeup at CBRE & more
Movers & Shakers: Top One Sotheby’s team joins Compass, shakeup at CBRE & more
Shorecrest Club Apartments
CBRE fund pays $132M for Shorecrest Club Apartments in Miami
CBRE fund pays $132M for Shorecrest Club Apartments in Miami
From left: Eric Fixler, Joe Landsberg, Austin Levine and Andrew Hagaman
Movers & Shakers: CBRE expands debt team, Compass takes on two teams in South Florida & more
Movers & Shakers: CBRE expands debt team, Compass takes on two teams in South Florida & more
arrow_forward_ios

The Deal's newsletters give you the latest scoops, fresh headlines, marketing data, and things to know within the industry.

Loading...