Realtors and homebuyers on the cutting edge get a jump on the competition by embracing technology

Does your real estate agent tweet?

As agents find themselves competing for buyers in this tight market, many are turning to innovative new marketing strategies to generate leads, provide greater service and promote their services.

Web sites accessible by cell phones, Facebook, blogs and Twitter all are being used by local agents to aggressively market themselves and their listings. The National Association of Realtors' annual technology report illustrates just how popular these new technologies have become.

Last year, 67 percent of surveyed National Association of Realtors members reported that they did not use social media. That number has plummeted to 16 percent this year. Clearly, Realtors are embracing new forms of communication in a big way.

For anyone with a cell phone, access to the Internet now is at your fingertips all day, any day. The popularity of surfing the Web on one's phone has increased with the Blackberry and other devices that feature larger viewing screens. Unfortunately, not all Web sites are viewable on a cell phone or PDA.

Because of the large size of most Web sites, cell phones typically can't fully access content unless the site utilizes a Wireless Application Protocol. In the not so distant past, access to the Web by cell phone was pretty much limited to sites offering sports, news, weather and stock updates. As more sites incorporate WAP technology, however, access is growing.

Hilton Head Island-based Realtor Karen Ryan of Weichert Realtors-Coastal Properties said her firm recently has implemented a cell phone shopping tool for prospective homebuyers. The direct cell phone application, made available by a division of Weichert Realtors, provides the same search experience homebuyers have come to expect from Weichert.com. The streamlined site design ensures a fast load time so homebuyers on-the go can quickly and conveniently get the information they want.

"You have to be there when the client is ready," Ryan said. "If you don't respond within 30 minutes, you run the risk of losing them."

Realtors also are using Facebook to create a personal profile, add friends, post pictures and keep in touch. Facebook officials say the social-networking site has more than 300 million active users, with 50 percent of active users logging on in any given day. The site's fastest growing demographic is users 35 and older.

Neil Castellane of the Wm. F. Hilton Company believes that although many Realtors have set up a Facebook page, they are not taking full advantage of the site's capability. Castellane uses the site to target particular audiences by location or interest level.

"Facebook offers so many different marketing opportunities," he said. "If I have a waterfront property, for example, I can search for 'boaters' and send them a message directly."

Castellane credits four sales this year to leads he generated on Facebook. A new application called Centerstage recently developed for use on Facebook and approved by the site is the newest thing in online real estate marketing.

Designed by real estate agent Tony Fantis, the application helps real estate professionals update their listings online.

"I created the app actually out of a need I had myself. I hated constantly updating my listings or just advertising one listing at a time. Now, I can add this app to my profile page and it is permanent.

I can add multiple listings and update it whenever I want, but I don't have to. It is always there for everyone to see," Fantis said.

Centerstage showcases real estate listings, pricing and details on the user's Facebook page. It also comes with sharing capabilities. For more information go to Clientopoly.com

Jean Beck, executive vice president of the Hilton Head Area Association of Realtors, is an avid social media user. She uses Facebook as a means to get feedback from the organization's members and recently has begun incorporating Twitter into her repertoire.

Twitter is a social network or microblogging service that enables users to send and read short messages. The messages, called "tweets," are limited to 140 characters and are accessible on the Web and by mobile devices.

With all the new social marketing options available, it can be a challenge for real estate professionals to keep up. The local Realtors' association frequently offers seminars on incorporating technology into marketing strategies.

However, Beck stresses that agents should "try not to overindulge" in social media. Too many "tweets" can get overwhelming and ultimately prove ineffective, she said. Beck tries to limit her texts to updates having a significant impact on the local real estate market.

For example, she recently sent out a message reporting that Tennis Resorts Online ranked the Palmetto Dunes tennis center eighth in the world.