Why Real Estate Agents Should Not Use Pokémon Go In Their Social Media Marketing Strategy

Why Real Estate Agents Should Not Use Pokémon Go In Their Social Media Marketing Strategy

By Shelley Costello (copyright 2016)

“Real Estate agents must always be thinking about their most valuable Internet currency, a great review for their service.” Shelley Costello

Like other fads and trends that are here today and gone tomorrow,  the novelty of the new game app Pokémon Go is going to wear off and will not dominate the news headlines and social media trending topics.

To be perfectly honest about the use of Pokémon Go in your real estate marketing strategy is that buyers might like the game and be intrigued with it, but the likelihood of being attracted to a home because of  the lure is slim. While it might be cute and even humorous, buyers are  seriously interested in the features of a home like the location, schools and neighborhoods. Serious homebuyers will not be distracted or attracted by adding the Pokestops to listing ads on social media.

Real Estate Agents need to focus on the professional capturing of the homebuyer with beautiful videos, images and descriptions of the home, not fads that put them into a category of using the sales tactics that thousands of other agents are trying. It looks like the agent is simply following the crowd.

Let’s look at this from another perspective. If a buyer was led to a home or open house because of the Pokémon Go lure, do they really want strangers following their GPS devices to their street looking for these little creatures day and night.  Even if the family is attracted to the game, once the novelty wears off and the creatures have been found what’s next? Buyer’s remorse? On July 19, 2016 in Palm Coast Florida a man shoots at ‘Pokemon Go’ players outside house. Do we want to lure people to residential neighborhoods? These  Pokemon Go addicts are serious.  I am reminded of the most recent incident and probably the worst of all when a Pokémon Go ran into a police car while playing and driving. Thankfully the officer was not in the car. The man  is seen getting out of the car saying, “That’s what I get for playing this dumb ass game.”

It’s too early to tell, but time will tell when we see all of the litigation that arises as a result of injuries, crime and other incidents involving Pokémon Go gamers.

Here are some examples of how Pokémon Go is being used in real estate.

Two days ago, Pokémon Go tweeted a realistic-looking home listing that included the text: “Conveniently located between 2 Pokémon Gyms and has 8 Pokéstops within walking distance.”

The game has actually found its way into a Craigslist ad. This apartment is located between two Pokémon gyms and has eight PokéStops within walking distance. Who could pass that up?

Below is a viral Zillow “listing” — which appears to be a meme — boasts two, yes two, Pokémon Go gyms and seven PokéStops that would be heaven for any aspiring trainer who is looking to “catch em all” in their neighborhood.

In giving credit to the article I have provided the link where the post is found. (https://onsizzle.com/i/2-pokemon-go-gyms-and-199-900-for-sale-7-poke-1345467)

Thousands of agents have already caught on to the latest phenomenon  and they are using it in Facebook ads for open houses and descriptions in online posting, while others haven’t a clue what it is.  Agents are hoping the strategy will attract Millennials. While adding images of the creatures in front of homes might look attractive, buyers, even younger buyers would rather see images of the property and amenities.

In my role as a social media manager for real estate agents, a trainer and a coach on Internet advertising compliance, and a compliance manager for online advertising for large real estate brokerages across the US, the danger in this is that we have yet to see what adverse circumstances will arise because of this marketing trend. If you are an agent planning to use the Pokemon creatures in front of your seller’s homes, you had better be sure of three things: (Each state is different in laws and regulations) 

1. Know that you are not violating a law, code or regulation.

Sellers may not be happy about agents using graphic software to enhance their property photos with Pokemon creatures and spread them across the web. In some states sellers can expressly direct that photos of their property not appear in the MLS. The listing agent must submit the seller’s direction, in writing with seller’s signature, to the MLS office.

     2. Imagery compliance with Association and Code- In most states all imagery that is permitted by the MLS to be sent to the public  has restrictions. The way property photos are presented have restrictions and most agents are not aware of this.

Think twice before copying the cute capturing Pokémon Go headlines and text from the Internet into your listing data. Copying photos or the description in other agents listings would be a violation and subject to enforcement procedures. This could result in lawsuits, enforcement and punishment by your Association of Realtors.

     3. Photo Enhancement Regulations For Social Media.  Listing photos and Internet advertising. Make sure you know your laws and rules regarding enhancing and  photos on PhotoShop and putting them in social media posts for lure or draw to open houses.

In closing,  Embellishing Listing Features or Information in listing data and posting to social media is not permitted.  Posting pictures and information for your real estate listings is absolutely fine — and I encourage it on all visual-based social channels like Facebook, Instagram, and Pinterest. However, some agents go to the extreme on social media and exaggerate features or even enhance  photos to make them more appealing. Aside from the fact this violates the National Association of REALTORS®’ Code of Ethics, it’s a fact that altering photos of listings will get agents in serious trouble and cause clients and colleagues to question their reputation. Real Estate agents must always be thinking about their most valuable Internet currency, a great review for their service. How will a seller react to the photos of his home being altered with characters? They want their home to look beautiful online. It is probably a good practice to refrain from enhancing photos and using it in listing information for purposes  of posting to social media. Check your Association’s policies or Commission Rules & Regulations on Using advertising that is misleading or inaccurate.

Your Real estate license and business is not worth the Pokémon Go risk!

Shelley Costello

copyright 2016

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