Real estate industry adopts social media

The commercial real-estate industry is usually slow at embracing technology, but a shift has begun.

The Wall Street Journal reports some top firms are becoming more active on Twitter and LinkedIn. And though online interactions can’t replace face-to-face meetings with new buyers and prospects, brokers say it eliminates the need to make cold calls in many cases.

If they find a potential client through a current connection, they can ask for a referral or introduction to make their first contact more personal.

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