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In today’s digital world, it’s easy to rely on social media, emails, and online marketing as the primary tools for communication. While these channels are powerful, they should never replace genuine, personal interactions, writes Adrian Bo, CEO of Adrian Bo Real Estate Training & Auctions.
Rather, the key to building trust and strong client relationships lies in balancing technology with human connection.
Social media and emails: A tool, not a strategy
There’s no doubt that social media and email marketing play a crucial role in real estate.
- Social media boosts brand awareness and keeps agents visible.
- Email is an efficient way to communicate with busy buyers and sellers.
- Digital marketing attracts new leads and nurtures relationships over time.
However, these tools should complement – not replace – face-to-face interactions. Relying solely on digital communication can create a disconnect and limit the depth of relationships agents need to thrive in this industry.
The power of human connection
Real estate is built on trust, relationships, and meaningful conversations. Deals happen when clients feel confident and comfortable with their agent. That’s why direct communication – meeting people in person and speaking to them over the phone – should always be the foundation of an agent’s strategy.
- A face-to-face meeting creates rapport and builds trust faster than any online interaction.
- A phone call allows real-time conversation, negotiation and emotional connection.
- Personal interactions show commitment and professionalism in ways digital messages can’t.
No one buys or sells a home through DMs alone. The agents who succeed are those who step out from behind their screens and actively engage with their clients.
The 70/30 rule: Finding the right balance
To maximise results, agents need a balanced approach – a combination of both digital and personal communication.
Adrian recommends a 70/30 split:
- 70 per cent of client interactions should be face-to-face or over the phone.
- 30 per cent should be digital – social media, email, and online marketing.
This ensures that while agents leverage the benefits of digital communication, they still prioritise relationship building through direct conversations.
- A listing post on social media gets attention, but a follow-up call turns that attention into action.
- An email to a buyer keeps them informed, but a face-to-face discussion helps them commit to a purchase.
- The best agents understand that technology is a tool, not a substitute for personal engagement.
Social media, email, and digital marketing are essential in today’s real estate landscape, but they will never replace the power of human connection.
The most successful agents combine both strategies – leveraging digital marketing for visibility while actively engaging with clients through calls and in-person meetings.
By maintaining a 70/30 balance, agents can build stronger relationships, close more deals, and create long-term success in their careers.
Adrian Bo is the CEO of Adrian Bo Real Estate Training & Auctions.
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