In an industry that is built on face to face interactions, real estate entrepreneur Brosnan C. Hoban has found a way to effectively market commercial real estate on social media. Brosnan currently owns and manages a variety of commercial real estate properties, primarily strip malls. His thought process usually goes as follows: Brosnan does his due diligence on potential land, purchases land he deems is a good investment, designs the future property with his architect, builds it out in its entirety, and finally, he manages the property.
Brosnan always knew real estate was life for him. He said, “I knew what I wanted to do since I was in high school. I always wanted to join my dad's business. I learned a lot from my dad growing up in the commercial real estate industry.” Since he knew what he wanted to do so early, he decided to dive into the field right away. Brosnan’s first experiences in the real estate industry came at two internships during his junior and senior years of high school. That experience then helped him get hired at Jones Lang LaSalle, one of the top commercial real estate firms in the world. After working a few years at Jones Lang Lasalle, Brosnan knew it was time to join his dad's company. He felt he finally earned it. Brosnan said, “my dad always told me he would never let me join his business until I earned it myself in the real world, so that is what I did. But I am lucky, I always knew what I wanted to do since I was young.” After gaining more experience in the field of real estate, Brosnan saw a golden opportunity online. He decided to take his business to social media.
Brosnan said, “My greatest success so far is being able to build my brand on social media and leveraging it towards my commercial real estate company. It has made me an authority in the industry and has earned me a lot of respect among my peers.” Brosnan's current following on his Instagram account just passed over 49K followers and continues to rise by the day.
So how does Brosnan find and list properties? He tells us, "I make sure that any property I'm considering buying or selling is easily found online and looks good on mobile platforms." This means making sure that the property incorporates more visual and interactive elements. The use of drone photography and virtual walk-throughs are becoming more popular. “My clients and I want to feel like we're there without actually being there," he continues. Millennials are also more likely to prefer using apps or online forms and digital communication throughout the transaction process.
This approach has given the family company “Hoban Realty” a whole new market. In Brosnan’s mind it gives him the upper hand. He said, "It's knowledge of these things that I feel will give me a competitive edge over other development companies, and in the end, will make me and my clients a lot more money." Brosnan’s tactics have helped Hoban Realty become the multi million dollar company it is today.
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