National Assn of Realtors looking for social media manager
I had the opportunity to chat with Hilary Marsh, who oversees Realtor.org at the National Association of Realtors about a new position they're opening up -- social media manager.
Regarding the decision, Hilary stated two precipitating factors:
- "The communication can happen without us or with us," she said. By hiring someone to lead this initiative, NAR has decided to enjoin the conversation in a more proactive fashion.
- She and an associate have been trying feverishly to tread these waters, but that it is more than they can handle given the duties of their real jobs. Hence, they're offering a someone the opportunity of a lifetime.
I say "opportunity of a lifetime" not unadvisedly, for this could be a real make or break position for the right person.
There are a couple of real challenges however.
First, NAR is going to have to be willing to let go of control of the message and give the new hire greater latitude in carrying on meaningful, authentic conversations. In other words, the social media manager cannot just tout the party line. From what I'm reading, there appears to be reluctance among Realtors to believe that will happen.
Hilary stated forthrightly that they plan to do this the right way, beginning with an emphasis on listening to what's being said. I hope so, because, otherwise, there will be hell to pay. From the comments I'm reading there is already ample cynicism and contrarian opinion.
Second, there is an issue over location. The new hire would be required to relocate to Chicago. In the view of many Realtors, this is unnecessary and even belies the nature of the job. A change in physical location should not be required for someone in what is, essentially, a virtual position. They cite Trulia as an example.
To that I say, understand their corporate culture. While, personally, I agree, there are many companies, including the one I work for, that prefer to have their employees on-site.
Let's not get our eyes off of what is of greatest importance, that the National Association of Realtors is hiring someone to spend their entire day (and nights and weekends perhaps) joining the grand conversation about what's going on in real estate. From an outsider's perspective, this is huge and NAR ought to be commended. (At the very least given the benefit ofthe doubt.)
As to qualifications, Hilary says that a background in real estate is not required. In fact, she seemed to prefer someone from outside the industry. I question the veracity of that simply because so much of real estate knowledge and information is proprietary. Thus, it's my opinion that someone who will be talking to Realtors all day long needs to be able to speak the language.
In my view the idea candidate would be:
- A Realtor, or someone very familiar with the industry who can speak the language
- Someone already immersed in social media and understands the DNA
- A person who already has a following within the industry and has a degree of popularity
NAR could take a cue from Trulia in that respect. Both Rudy Bachraty and Frances Flynn Thorsen have an avid following and certainly know the industry from the inside out.
Bottom line: I commend NAR for taking what unargueably is a bold step. If they get this right, it will be a huge value add to the organization. So much will ride on the new hire's shoulders...it is a heavy responsibility. Finding the right person for the job is paramount and I wish them godspeed.
