Clubhouse for Real Estate

Launched in April of 2020, Clubhouse is the new startup social media app for users who recognize the value of conversation. Though still in its infancy, the popular app has already attracted six million users. That is up from two million in January and only fifteen hundred in May. As the current fifth most popular social media network app, Clubhouse is now worth a billion dollars and has attracted high-profile users, including the likes of Elon Musk, Mark Zuckerberg, Drake, Oprah, Kevin Hart, and many others.

But don’t rush over to the app store to download Clubhouse. Right now, you need an invitation to get into the club. You also need an iPhone or other iOS device, since the app is still in its beta version and is only available for use on Apple products (although plans are in the works for Android). That makes it a pretty exclusive club – if six million can be considered exclusive.

So, what exactly is Clubhouse? 

How might you get an invite and get started? 

And what benefits might there be for your real estate business?

What is Clubhouse?

Although Clubhouse is relatively new, social media platforms themselves are not. What sets Clubhouse and this newcomer apart is its focus: conversation. Clubhouse is a networking experience based on voice. No cameras, no videos. Just a profile picture and a voice – or many of them. Its creators set a goal to build a social experience that felt “more human”, where instead of posting, people could “gather with other people and talk.”

You might consider Clubhouse as part podcast, part conference call, and part old-school talk radio show. The experience can be likened to a free-flowing live podcast episode, where a moderator determines the topic and sets the direction of the conversation. But, unlike a podcast that only offers one-way communication, Clubhouse allows guests to raise their hand to contribute if they like.

Another way to think of Clubhouse is to imagine a talk radio show. On any particular day, the host might either carry the conversation or invite a guest speaker to share with the audience. Callers are often lined up on the phone to make comments and ask questions. Likewise, visitors to Clubhouse can either listen to a speaker (or a number of speakers) or opt to get engaged. When the radio host opens up the phone line (effectively putting a caller on the “stage”), the caller can offer up their point of view or ask questions. Same with Clubhouse.

Clubhouse is kind of like the chat rooms back in the early days of the internet. But instead of typing out instant messages, users talk out loud. It is also similar to a conference call on Zoom or other platforms, but you are not relegated to only one meeting, and there is no need for video.

Topics are categorized so that users can find them based on their preferences. During a visit to Clubhouse, a user can take part in one or more panel discussions and take advantage of all sorts of networking opportunities. 

How do you get started with Clubhouse?

With social distancing and the coronavirus pandemic continuing to have a major impact on businesses, people have turned to online communities for information and networking. After all, information is essential and relationships are key, perhaps now more than ever. Clubhouse presents an opportunity for both.

If you want to get started with Clubhouse, or simply check out the app, how might you get going? App creators hope to move past the beta version and open up Clubhouse to everyone eventually, but for now, you need an invitation to enter. That means, you need to find someone who is already a user. Still, even if you do, current users cannot simply invite anyone they like, since they have a limited number of “invites” to hand out.

Another way to join the app is to get on a waitlist. It is a longer process, but once you get to the top of the list, you are eligible for an invite. Actually, a black market has crept up on other social media platforms where people are willing to pay money for invites. If you are one of the lucky ones who has a Clubhouse friend – or you find another way to get an invite, you can join. Of course, at present, you need to have an iPhone or other iOS device to play; Clubhouse for Android is not yet available. So, the app is really an exclusive club for now.

Once you are in, you will need to create a captivating profile, one that gives other users insight into who you are and what you have to offer. You will be prompted to upload a profile picture and write a bio. You can add emojis to your bio in Clubhouse – a convenient feature since the app allows users to search by emoji. You can also insert keywords into your bio to help users find you. And you can add references to your other social media accounts (although users will not be able to copy/paste them, so make them memorable). This is a good place to begin to showcase your brand identity through the app.

Walk through the door to the Clubhouse and you find yourself in a “hallway”, the name for the app’s main feed. From the hallway, you can enter any active “room” to either listen in or take part in the discussion. Every room you enter from the hallway will be public. You can also start a private room of your own. You can see upcoming discussion topics based on clubs you are following. You can access the calendar to see a full list of upcoming discussions and add them to your calendar.

When you enter a room, you will initially join as a listener. You might be one of a few in a small group, or one of thousands in a large one (there is a five thousand participant limit in a group). You can click on the profiles of other users to see who else is in the room with you. If and when you are ready to ask a question or contribute information, you can click the “raise hand” icon. Moderators can choose to bring you up to the “stage” and open your microphone. The speaking format differs from topic to topic, room to room, so it is important to pay attention to how the moderator(s) facilitate the meeting.

The idea behind Clubhouse is that there are a range of “clubs” that bring people together around similar interests or activities. Many clubs are ongoing and meet regularly. Although there is not currently a club directory (the hallway is organized by topic), you can find clubs through your conversations, in Clubhouse events that show up in your feed, and under the profiles of those who you follow.

What can Clubhouse offer your real estate business?

What is unique about Clubhouse is not a focus on fancy photos, memorable memes, or viral videos, but its concentration on conversation. With Clubhouse, you are not forced to limit your attention to a device screen. You can simply listen as you would to the radio or to your favorite podcast. And, if you like, you can also join in on the conversation. Or you can host a conversation of your own.

There are other real estate marketing tools you could use. For instance, you can send out your messages by email. You could rely on direct mail of postcards or brochures. But those are not nearly the same as a live two-way conversation. The same could be said of other social media channels, like Facebook, Instagram, or even TikTok. But each of these relies on visual information rather than verbal communication. They are not great avenues for free exchange of dialog. And real estate video channels usually require you to be on video. Not everyone is comfortable with that.

With Clubhouse, you find a convenient platform for speakers. You do not need to have your iPhone or tablet in hand to view a screen. The audio can be in the background as you drive or shop or make dinner. You can learn as you go about multi-tasking through your daily routine. When you are interested in joining the discussion, all you need is your voice. No preparations needed for time on camera. No worries about backdrops, lighting, or other photography mistakes. No getting dressed up and made up. The audio-only format makes it easy and safe for those who might be camera shy.

Not only is the app a convenient tool to use, it shapes up as an excellent alternative to live seminars. What are your goals at a seminar? Most likely to gather information and develop connections. To learn. To develop leads. Since many live events have been cancelled or postponed for the time being during the pandemic, Clubhouse gives experts an avenue to network with other people who are either hosting or attending the same discussions.

And Clubhouse gives you a platform wherein you can establish yourself as an area expert. Join in on the conversation and your time “on stage” can give you valuable exposure and help you to further develop contacts.

Clubhouse allows you to join in on real conversations about topics and issues that matter to you and your business. You can join others in your community, or you can communicate with people from around the globe who share similar interests. Along the way, you can absorb information and present information. You can hear from experts, or you can be the expert and build your brand.