Nest Realty Twitter Analysis

Hello business readers! Today I want to briefly analyze the Twitter page of our class client, Nest Realty. I want to point out some good factors and negative factors associated with the page. 

Let’s take a look at Figure 1. Figure 1 displays the very top of their Twitter page. The cover photo includes a frontal view of their facility and shows off their modern appeal. With their hardwood wall backing, large flat screen television displaying their logo, and large photo displaying a boat view, it gives off a “salty beach” theme Mr. Ryan Crecelius is looking for. As mentioned in the previous post, it’s helping create an identity. 

Figure 1

As we look farther into the page, we can see two other ideas come into play, ethos and pathos. Their front desk looks pretty nice right? From the layout of their own facilities, it gives the notion that the realtors who work there have good taste. This would appeal to the ethos side of their rhetorical strategies, meaning it would enhance their credibility. 

Figure 2

Let’s look at Figure 2. Figure 2 views a picture of downtown Wilmington in the 1980s in addition to how it currently looks. The picture serves as an emotional appeal for readers as one can see the beautiful restorations done in town. The picture doesn’t mention if Nest Realty did those renovations, however it makes the audience aware of the possibilities in realty and what Wilmington has to offer.  

However, something I’ve noticed is the page has been up since January and there has only be 12 tweets with little feedback given from staffers. As mentioned in my previous post, limited social media isn’t necessarily a bad thing, however there is a limit. It still needs to be used and, at the very least, used as a source of communication between customer base and company. 

Figure 3

So as with any company, there are things Nest Realty can work on, and my ENG 312 class is eager to help!

Nest Realty: The Brand

When thinking about marketing for a company, there are a variety of factors one must take into consideration. Questions such as: who are our demographic, how do I want our audience to perceive our company, and what textual rhetoric should be pursued are some important ideas. For my class project involving our client—Nest Realty—we’re required to research one question in particular. Mine is a bit unorthodox.  

It is: What are some of the advantages of using less social media, or rather, how is it beneficial to limit the amount of posts despite involving several social media platforms? The reason this question interest me (and should interest you) is twofold. When marketing for any organization, one needs to remember you are catering to the wants of your customer. If the CEO of the company doesn’t want to excessively use social media, you have to tailor your approach to his or her requests. Our Nest Realty client, Ryan Crecelius prefers to use, “an anti-pain-in-the-ass” model when using certain platforms such as Twitter (which we’ll review in the next post!). 

The second reason this is important is simply due to the fact that excessive posting can create a lack of interest. It’s one of those things where if an individual sees similar posts all the time, he or she begins to ignore them, because nothing really changes. When a company posts fairly regularly with a little more restraint, the audience pays attention, because it knows something substantial will be posted.  

According to the San Francisco Chronicle, “Marketing plans for a real estate company are often long-term projects. One example is known as "farming," which involves sending out monthly or quarterly mailings to a specific set of addresses over a long period.” If this is true, constantly posting about the same long-term project will become redundant. Posting in a timely manner, once or twice weekly—or in this case sending out information monthly, and updating the audience would be better than posting every day. 

Now just because the company creates a post or a tweet incrementally doesn’t mean their responses need to be timed differently. This is where the title of this blog post stems from. People want to relate to the brand of a company. Part of this deals with identity salience. 

The identity salience theory argues that every person relates to a multitude of personalities or identities. For example, I’m a New York Knicks fan, a UNCW student, an avid gym goer, and I enjoy woodcarving. I relate to all of these identities. Audiences want to attach an identity to brand names—in this case Nest Realty. 

Mr.Crecius referred to his demographic as “people one would enjoy having a six pack with”. Creating an identity around this ideal involves interactivity. “Interactivity is characterized by two-way communication between companies and customers, as well as between customers themselves…” (de Vries 85). In order to enhance the brand name, Nest Realty must use social media to improve interactivity, however it should limit its posts based on customer response.  

How does a brand’s identity reflect on its credibility?

Welcome back readers, to Business Writing Etiquette 101—a one stop blog for business writing tips. This week, my class began working in more depth with our class-wide client, Nest Realty. Nest Realty is a real estate brokerage with individual locations in North Carolina and Virginia, however our client will be the Wilmington branch. Today, we want to look at the ethos used within their advertising. But first off, what is ethos? 

Purdue OWL defines ethos as, “…some variation of ‘credibility or trustworthiness,’ but it originally referred to the elements of a speech that reflected on the particular character of the speaker or the speech’s author. Today, many people may discuss ethos qualities of a text to refer to how well authors portray themselves. But ethos more closely refers to an author’s perspective more generally.” (Purdue OWL). In layman’s terms, ethos refers to how the author portrays themselves and how credible they (and their sources) are. 

Thus far, the marketing strategies for Nest Realty seem spot on with the millennial ideal of modernity. If you look at the pictures provided, you can see that. They use sans serif fonts to display a relaxed demeanor. They emphasize large photos to point out the beauty of the areas they are selling. They tend to focus on specific aspects of the areas that focus on either historical significance, fine dining, or outdoorsy activities—all things, that while enjoyed by everyone, often appeal to a specific demographic.

To the same degree, their video advertisements use language that creates a sense of trustworthiness. For example, they emphasize the use of words such as: innovative, creative, well designed, fresh, forward-thinking, and fun. They even include a blooper reel to show just how “fun” and “care-free” they are. I’ve provided the link below, it’s pretty convincing stuff. 

https://www.youtube.com/watch?v=kkMAdf1v3qs

So think about it, after seeing that video and scrolling through their website, they seem to be a pretty reliable group of people right? You would have to at least check out their services, because we all know an innovative website must mean an innovative realtor team. Which brings me to my point, if it looks like a duck, quacks like a duck, and walks like a duck, it’s probably a duck. If it looks credible, its identity is trustworthy, and it looks like a good group of realtors, it’s probably a good brokerage. Nest Realty does a good job of displaying such characteristics.