How do millennials work in the real estate business? What preferences do they have and how do they use social media to promote their active listings? We have exclusively interviewed one of our young and dynamic top agents, Nikole Ferrari from San Diego. Nikole grew up in the San Francisco Bay Area in a huge Italian family and has been living in San Diego for the last 7 years. She started her career at Engel & Völkers by the beginning of 2018 and works as an International Real Estate Advisor. Today we will interview her about her own business model. Let’s go!
“I graduated from Saint Francis High School and went on to play Water Polo at the San Diego State University while earning a degree in Business Management. Before joining Engel & Völkers I managed a surf company that was comprised of three physical surf schools in Southern California and two affiliate schools in Hawaii. This gave me the opportunity to combine my passion for surfing with my degree in Business Management. It was a great opportunity to learn the inner workings of a business and how to manage people, but my heart was pulling me towards working in real estate.”
“I was recommended to Engel & Völkers through a close friend at the beginning of this year. I joined Engel & Völkers to learn from the best real estate company and to successfully represent a company whose values and mission align with my own! This was a very important fact for me. Engel & Völkers has a clear sense of team unity and as someone who has been an athlete and part of a team my whole life, I was happy to join a company with the same unity.”
Personal use of social media during work hours is a no-go in most traditional companies. And, truly, if employees are continually on Facebook, Twitter or Instagram sharing the latest pictures of their children and pets, it is a theft of company time, but what if they use social media for business purpose? As a real estate advisor at Engel & Völkers, starting an own social media business set up is nowadays highly relevant. We asked one of our top agents, Nikole Ferrari, how young real estate advisors work with social media and how she implements it in her daily business routine.
“Being a millennial is not always a bad thing. Social media is a huge part of the world today and knowing how to use it to leverage your business is the key. I chose to create an Instagram account that was aesthetically pleasing while using my story to provide substance about the market and share the Engel & Völkers blogs. So far, I have received amazing feedback. I have found out that many people scrolling through their news feed are more likely to like a photo of a beautiful new home than a bar graph about mortgage rates. Instagram is a visual social media channel only! Also I have found out that most followers are more likely to rewatch an Instagram story if they see a keyword that catches their eye. In a lot of my stories, because they are only a few seconds long, I highlight or underline the main words or phrases that should catch the attention of the audience that I am trying to reach. That’s another thing. You create the audience by what you post. Yes you can buy followers easily these days, but it is way more satisfying to gain them organically! Doing so provides you with a better idea of who your audience is and what your leads may be interested in! Hashtagging relevant keywords is also very import. It exposes your post to a way larger group of people. It can feel tedious but it is imperative to the growth of your page. I have separate business and personal profiles and I prefer to keep them separate, but I think one can handle this topic on his/her own. I am able to market my business pages through my personal pages, which is awesome and saves a lot of time. Lastly, make sure all of your pages are linked and you keep a uniform style among Facebook, Instagram, and Linkedin as well as every other platform you use.
“I started real estate with Engel & Völkers in the middle of January and just sold my second property this year. I am extremely driven and have a goal oriented work mentality that pushes me every day. And I guess this is one of the key facts to not give up in real estate. In a few years I see myself as a top producer in the area of San Diego and looking back on these early stages, being happy I kept my head up without getting discouraged by the process. Knowing your strengths and weaknesses is very important when starting any business. You therefore know how to plan your day and how much time to allocate to certain tasks. I have found out that as a young individual getting into the industry, the most beneficial thing for me this far has being in the right place whether that is the office, an open house, or at an event in the community. A lot of real estate agents say that being in the office is a waste of time, but I think going to the office and listening to every phone call and every meeting the more experienced agents are having, teaches me a lot. The more you insert yourself into the conversation, the quicker you can pick up the lingo. It is imperative to me that I know as much as I can, so I can prove that age is not a negative factor in the real estate business. As a 23 year old, it is difficult being the person in the office with the least amount of transaction experience. I believe in keeping the head up and work hard, so people will recognise that and be more willing to take you along with them on appointments and or delegate some responsibility to you which therefore leads to hands on learning. Also being confident in your co-workers knowledge can be a huge aid. Knowing that you can call someone for the answer to a clients specific question you’re unsure about is huge. That’s what I love about Engel & Völkers. It’s collaborative and we really do have a great team environment.”
We would like to thank you for your time and the great interview. We wish you all the best for your future in the real estate business.
If you are interested in a property in the greater area of Rancho Santa Fe, California, contact Nikole via the Engel & Völkers website or take the chance and message her on one of her social media channels.