Social media has become one of the most popular business tools and thousands of industries are using the platform to market their services.

In response to this global trend, the Real Estate Board (REB) will launch a social media marketing course in September to train local real estate professionals.

“The course is started as part of REB’s Continued Professional Development Program (CPDP) at the Real Estate Training Institute and is led by Kerin Scott, Digital Growth Strategist and Digital Marketing Educator,” said REB Chief Executive Officer (CEO), Sandra Garrick, tells JIS News.

Digital Growth Strategist and Digital Marketing Educator, Kerin Scott. (Contributed Photo)

Ms. Garrick states that the board is trying to capitalize on the ongoing training needs for real estate professionals to introduce the latest industry developments in order to equip practitioners.

According to a 2019 study by the United States’ National Association of Realtors, 77 percent of realtors used social media to influence sales. Facebook, LinkedIn and Instagram were named as the most important platforms.

“In the real estate business, you buy with your eyes first and then with your pocket. As a result, photo and video heavy social media platforms like Facebook, LinkedIn, Instagram, YouTube, and Tik-Tok are being used to market homes for sale, ”Ms. Scott says.

Citing a recent international real estate survey, she found that 99 percent of millennials (aged 24 to 40) and 90 percent of baby boomers (aged 57 to 75) start looking for accommodation online.

“In Jamaica we can see the same trend that drove many real estate agents to go online. But a big reason why social media is the preferred online channel has to do with the possibility of real estate content getting more reach and more views, ”said Ms. Scott.

Against this background, the new courses offered by REB are ideal for every real estate professional, regardless of age, who is serious about expanding their brand and earning potential.

Educational Program Leader Ainsworth Norton shares similar views, noting that by the end of the course, attendees will be able to share social media plans for their real estate businesses, as well as content for platforms like Instagram, YouTube, LinkedIn, and Tik-Tok.

“The course starts on September 30th, [with] the second module [to be] taught on October 14; [it] will contain case studies and assessments. Practitioners will be informed of the course dates by email and can register through the REB customer portal or through the REB headquarters, ”said Norton.

Meanwhile, Ms. Garrick encourages the public to only interact with licensed real estate agents on social media and not to fall victim to fraudulent transactions.

“When dealing with licensed real estate agents, whether in person or online, the public can be confident that the person has the necessary training and skills to provide competent and competent service,” she emphasizes.

In addition, the CEO says people can be sure that licensed dealers “[generally] Comply with strict legal and money laundering requirements as well as a code of ethics “.

Ms. Garrick says the public can use social media to check the status of professionals by viewing their current license, which is provided by the Real Estate Board.

In addition, individuals can use the member search on the Executive Board’s website or contact the REB by phone or email to make inquiries.

“We are pleased about this new course offer and hope that practitioners will make use of it [it]. We believe this will allow them to increase sales across the various virtual platforms and integrate their marketing plans to reach more people, ”added Ms. Garrick.

The Real Estate Board is the government agency of the Department of Housing, Urban Renewal and Climate Change responsible for regulating Jamaica’s real estate industry.