- While it's important for agents to be on multiple media channels, quality still matters most.
- Paradym, a broad marketing platform, helps agents create and publish multiple forms of content.
- Adoption and clear training will make or break a product's viability within a real estate office.
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Paradym is a content and listing marketing platform for real estate.
Platform(s): Browser-based; mobile for iOS, Android
Ideal for: Any size team and individual agents
Top selling points
- Heavily social-media driven
- Array of automation features
- Hands-on assistance and marketing insight
Top concerns
- Strength of lead tracking and conversion features
- Internal gamification features fall short
What you should know
Paradym was once a company called Visual Tour. Company leaders recently adjusted focus to address content dissemination as well as production.
Once logged in, the dashboard offers an account overview and several jumping-off points to enter the platform’s features catalog.
Users have the ability to produce a variety of marketing collateral within Paradym, ranging from listing presentations and flyers to property videos and neighborhood overviews.
The variety of content that can be created ensures agents will have deep reach into their audience, as it empowers them to go well beyond new listing announcements and tired blog posts about staging secrets.
Agents can choose to manually post or use a Smart Scheduling tool let stuff publish on autopilot.
The Big Four social media channels (Facebook, Twitter, YouTube, LinkedIn) can be leveraged, and all but Facebook allow Paradym to post comments and retweets on your behalf.
Agents can choose to manually post or use a Smart Scheduling tool and let stuff publish on auto-pilot.
The company has included a Facebook app that will showcase an agents’ listings, a smart tactic for getting more eyes on properties.
The platform’s “Social Automation Manager,” or SAM, is most likely where users will congregate. Posts are simple to monitor and adjust and include links to the different media types created within the software’s media manager.
Videos are obviously growing in marketing importance. So along with a suite of editing tools and visual resources, Paradym will be rolling out Matterport tour integration to accompany its compendium of supplied infographics, flyer templates and property marketing packages.
Listings can be promoted automatically via connection to your MLS feed and even re-posted after set timeframes should something not be working.
In terms of the portals, Paradym can distribute a presentation to realtor.com, Zillow and Trulia for you or drop it into an existing listing page.
Overall, Paradym’s user interface is nice. I wouldn’t call it overly visual, but everything needed to leverage the software is organized with a series of clear links and simple category cards. You shouldn’t have trouble getting where you need to go.
Mobile versions of Paradym are fully matched with the browser version, offering a powerful incentive for agents savvy in their mobile environments.
There is a small gamification component inside Paradym that bothers me.
The software ranks your quality as a marketer according to the number of features you have set up. Your score may suffer if you don’t have a LinkedIn page or haven’t pushed your presentations to your realtor.com account.
I find this misleading. You can’t assign “marketing guru” status for having a username and password. I hope this is improved to make actual customer engagement and lead closure drivers of marketing success.
What stands out the most to me is Paradym’s hands-on approach to training.
This is an internal feature that has no real impact on the quality of the outgoing content, so I wouldn’t let it drive buying decisions.
What stands out the most to me is Paradym’s approach to training. The company’s Success Academy is an organized approach to best practices, marketing insight and software usage.
These folks will help with everything from general training to how to edit video for the most impact on Facebook.
Since adoption can make or break a software investment, interested brokers and team leads should consider this a vital selling point.
Have a technology product you would like to discuss? Email Craig Rowe.
