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A real estate professional explains why viral videos hurt local agents. Fifty million worldwide views mean nothing if viewers can't buy in your town. Viral content attracts bots and hostile comments that damage your reputation instead.
A real estate professional explains why viral videos hurt local agents. Fifty million worldwide views mean nothing if viewers can't buy in your town. Viral content attracts bots and hostile comments that damage your reputation instead.
If you get 50 million views from around the world, but you're a REALTOR® in Concord, North Carolina, or in Harrisburg, North Carolina, or in Kansas City, Kansas, or in Springfield, Ohio, wherever you are, if 50 million people around the world see it but have no intention of supporting your local business, then what was your point? We get so hung up in what are lovingly called vanity metrics, and that's the number of clicks, the number of views, number of shares. And in fact, it's pretty appropriate that we call them vanity metrics because one of the risks of going viral is that you start attracting bots, you start attracting pretty nasty people who want to tear you down or who say ugly things about your hair. I love my hair. I don't really care what the bots say. But that outcome isn't going to benefit my business. It might actually tear me down. Viral content can do as much to hurt you as it can to help you.
