Nextdoor CEO: “Be There. Post, Comment, Reply, Show Up”

Key Takeaways:

– Sarah Friar shares her experience growing up with parents who were at the center of valuable local information in their community.
– She became CEO of a social media platform that now has 85 million verified users who share and post tips, insights, questions, and complaints targeted to their neighborhood.
– The Nextdoor ecosystem represents an opportunity for real estate agents to grow their business.
– Agents can benefit by having a presence on the app and engaging with their neighbors.
– The best way for a local business to succeed on Nextdoor is by not always selling but by providing valuable information and being an expert in the community.
– Agents should post, comment, reply, and show up on the platform to establish themselves as pillars of the community.

inman:

Sarah Friar, speaking at ICNY 2024, shares her take on how agents can use the neighborhood-level social media platform to excel in business and community.

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Growing up in Northern Ireland, Sarah Friar’s parents were often at the center of valuable local information about their community.

Friar’s mom, a nurse, and dad, a personnel manager at the local mill, fielded and shepherded information from workers and residents in their community during a tumultuous time for the small country.

They were, she said, “Nextdoor before Nextdoor existed.”

After working in engineering, banking and finance, in 2018, Friar became CEO of a social media platform that now boasts 85 million verified users who share and post tips, insights, questions and complaints to an audience that’s geographically targeted to their neighborhood.

“We are a for-profit business, but we are all about ‘How do you create a kinder world where everyone has a neighborhood they can rely on?’” Friar said on Thursday, the third and final day of Inman Connect New York.

The Nextdoor ecosystem now includes friends and neighbors throughout the country, which represents an opportunity for real estate agents.

Agents can grow their business by being a part of that neighborhood through having a presence on the app, Friar said.

“We’re perfect for all of you because we are the neighborhood,” Friar said. “What I love about real estate agents, Realtors, is you are the new community activists. You are the people who care most about your communities.”

She said agents could benefit from being pillars of the community simply by logging into the app and engaging with their neighbors.

“The best way for a local business, you’re a local business, to win on a place like Nextdoor, is to not always be selling,” Friar said. “Give them the information you know. A new mover moves into town. What’s the best place for coffee in the morning? What’s the must-go play park if you’ve got young kids? What’s the thing to avoid at all costs?”

“You all know the best, and in some ways the worst, the thing to avoid,” she said. “Be there. Be that expert. Post, comment, reply, show up.”

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Property Chomp's Take:

Nextdoor CEO Shares How Agents Can Excel in Business and Community

Sarah Friar, CEO of the neighborhood-level social media platform Nextdoor, recently spoke at Inman Connect New York 2024, where she shared her insights on how real estate agents can use the platform to grow their business and engage with their community.

Growing up in Northern Ireland, Friar witnessed the power of local information and community involvement through her parents. They were like the original Nextdoor, gathering and sharing valuable information with their neighbors during a tumultuous time in their small country.

After working in engineering, banking, and finance, Friar took on the role of CEO at Nextdoor in 2018. Today, the platform has 85 million verified users who actively share tips, insights, questions, and complaints with the people in their neighborhood.

While Nextdoor is a for-profit business, Friar emphasized that their mission is to create a kinder world where everyone has a neighborhood they can rely on. This presents a unique opportunity for real estate agents to connect with potential clients and establish themselves as community activists.

Friar encouraged agents to have a presence on the app and engage with their neighbors. By being active and providing valuable information, agents can become pillars of the community and attract new clients. Instead of constantly selling, Friar advised agents to share their expertise and knowledge about the neighborhood. For example, they can recommend the best coffee shop, the top play park for young kids, or the places to avoid.

Real estate agents have the advantage of being local businesses, and Nextdoor allows them to connect directly with the community they serve. By logging into the app, posting, commenting, and replying to neighbors, agents can establish themselves as trusted experts in their area.

Nextdoor provides a unique platform for agents to build relationships and engage with potential clients in a conversational and authentic way. Instead of relying solely on traditional marketing methods, agents can leverage the power of social media to establish themselves as community leaders and grow their business.

In a world where technology is constantly changing the way we connect, Nextdoor offers a valuable tool for real estate agents to excel in both business and community involvement. By embracing this platform, agents can tap into the power of local connections and create a stronger, more vibrant neighborhood for everyone.

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