Ask the Coach: Industry Trends in 2017

Real estate coach and performance mentor, Claudio Encina is in the hot seat answering your most pressing questions around everything to do with sales productivity and process.

Q. What trends do you see in our industry heading into 2017? Ian Qui, Morton Real Estate Pyrmont

There are a few emerging trends as we head into the new year, but the biggest trend I’m seeing is around social media presence. We live in a digital age; research shows we spend about 51 per cent of our time on our mobile phone (Forrester Data-US Company). We’re checking emails, texting and scrolling social media. Our phone has become the remote control of our lives.

Currently, most agents are still trying to figure out how to use social media effectively. You can get started by setting up a Facebook Business Page. This is the number one platform for social media. Through your business page, you can then create Facebook Ads to reach your targeted audience. Elite Agent’s own Samantha McLean recently released a video demonstrating how to target the right audience using data from CoreLogic and Quantium. It’s definitely worth a watch.

Another tip is don’t simply post ‘Just Sold’ or ‘Just Listed’ updates. Think about the value end for your customer.

By creating a theme each week for your posts, the content will become automatic. For example, if your theme was about schools in your local community you could do a post on different schools in the area by doing a review, interviewing a school principal and mentioning any school fetes coming up.

Another question I get asked is ‘How many times a week should I post?’ My answer is one post daily. Many people may not comment or like your post, but they are watching you, so don’t be afraid to get noticed.

Extra tips: Don’t be afraid to allocate a percentage of your brand marketing spend to boosting the posts on your Facebook page.  You will also return on the investment through encouraging your current customers/likes to share your content which will increase your social footprint with local sellers and buyers who they may be Facebook friends with.

Do you have a pressing question you’d like to ask Claudio? To have your question answered, email

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Claudio Encina

Claudio Encina works directly with some of the leading agents and sales teams in Australia to identify how to deliver optimum performance. For more information visit