Lydia Real Estate is a real estate company based out of Northern Virginia that started as a family-operated business and has since grown into a team of dedicated employees and agents with expert knowledge of the DC Metropolitan area. They are known for their unwavering commitment to their clients and the dynamite woman who is the face of their company, Lydia Russo.
Lydia Real Estate is a dedicated team of professional real estate agents who serve the Washington, DC area, including Maryland and Virginia, that capitalizes on the reach of social media to garner new clients. At the forefront of this thriving business is Lydia Russo, Marymount University Alum who is actively involved in her local community and specializes in Public Relations. Not only has Russo successfully coordinated 250+ special events in the past decade, she’s also completed over fifty transactions in her short time as a real estate agent.
“When my grandfather left Iran after the revolution, he started his new life in the United States as a real estate agent. When my brother graduated college, he decided to join my grandfather full-time,” Russo gushes about the beginnings of Lydia Real Estate as a family-founded business full of entrepreneurial spirit and the American Dream. “I have very fond memories as a young girl shadowing my grandfather and brother.”
Real estate had not originally been on Russo’s radar, however. “I studied Fashion Merchandising & Design at Marymount University with a concentration in Public Relations. Immediately after graduation, I worked for a luxury retailer and after a few years, when I was ready for a change, my brother offered me a job to join him & my grandfather,” Lydia explains. “He said he wanted me to use my skills in Public Relations/Marketing to help the company grow.”
That’s exactly what Russo did. Since joining the company, Lydia Real Estate’s business has nearly quadrupled. They credit this expansion in large part to Russo’s talent in public relations and social media, putting their name and brand in front of more local clients than ever before.
Despite their ever-growing success, Lydia Real Estate remains a family-centered business—a passion that spans the entire Russo clan. “Not only is real estate my passion, but, it’s also pretty amazing to work with my brother and grandfather, and as of this Spring, my aunt---who just joined the company!” Lydia states. “I count my blessings every day.”
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Using Social Media to Brand Your Business
Russo dominates public relations for real estate in her local market, utilizing tools such as Facebook, Twitter, Instagram, and advertising in local publications and at local events. However, none of their marketing success happened over night. “For the first year, it was all about the brand awareness and getting our name out there. I worked countless hours with marketing, public relations, and advertising,” Russo details the extensive amount of work she put into taking their business to the next level.
According to Russo, more than half of their clients now come directly from internet and social media. “Online marketing and social media is a must!” Russo explains. “Everyone is plugged in, everyone is online. It’s crucial for a real estate agent to be familiar with online advertising and outreach.”
Brand strategy is at the forefront of any successful business, and Russo’s company is no exception. “When people think of real estate in the DMV area, we want them to think of Lydia Real Estate,” Russo clarifies. “Our agents are dedicated, loyal, and knowledgeable---and will no doubt go above and beyond for their clients.”
Even in the age of millennials and digital focuses, Lydia Real Estate continues to utilize online marketing to reach clients of all ages. “Our target clientele is…well, anyone who needs a roof over their head! We work with clients of all ages—from college students looking for their first rental property to newlyweds starting a family to retirees wanting to downsize!” Russo describes. “We continue to find all of our clients through social media, online advertising, and word-of-mouth referrals.”
When it comes to putting these strategies into action, Russo advises to “post about something relevant to real estate or that you think your followers would enjoy.” Relatable material is key to connecting with new audiences and creating familiarity with potential new clients.
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Using these approaches, Russo’s company’s online presence has exploded. “Lydia Real Estate is so grateful to have a network of loyal followers. We love to update our friends on what’s going on in the area, real estate trends, properties we have on the market, and the latest happenings with our company.”
“Also, be sure to engage with your followers—comment and like back!” Russo emphasizes the importance of interacting with your online base of clients and followers. Not only does this increase your visibility by taking advantage of social media algorithms, but it makes the follower feel valued and important, meaning they are a lot more likely to recommend to friends and family.
“Now, that it’s been a few years since I’ve joined, people are recognizing the name of the company by word-of-mouth and reputation. We have a lot of business coming to us from referrals,” Russo states, making an important point. While online marketing is crucial, if it is done successfully from the start, then it can taper down eventually.
Once your reputation matches your online presence, new clients will begin to come equally from both marketing and referrals—doubling your business!
Using Your Personal Brand to Boost Your Company’s Profile
But Russo doesn’t just rely on her business’s platforms to reach new clients. In a unique twist on the marketing game, Russo has cultivated her own large following under her personal brand and social media pages, which she also uses to direct traffic back to her company.
“Be sure to update consistently and from the heart. Don’t just post for the sake of posting,” Russo suggests. In fact, it’s advice she employs herself on her own Facebook profile and Instagram. She’s gained a popular following for her colorful selfies, her hilarious tales of encounters in her daily life, and her inspiring messages of positivity.
With even a quick browse through Russo’s personal online presence, you learn exactly who she is and what she stands for—something that resonates with client’s and builds trust and rapport. Whether she’s posting about her Persian roots and cultural background or gushing over meeting famous singer Ed Sheeran or sharing her latest volunteer efforts in her local community, Russo is unapologetically herself and her followers love her for it.
Investing in not just the company, but the real estate agent herself, is a key marketing strategy to building a strong network of clients and referrals.
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Highlighting the Company Culture in Your Online Presence
Not only does Lydia Real Estate utilize online marketing to gain new clients, but it also showcases who they are as a company and people. “Our client’s happiness is number one. Always. It seems simple, but many agents can forget that!” Russo insists. “We never like to pressure our clients or persuade them. We are there as a resource for them, to provide our knowledge, guidance, and assistance.”
That approach is exemplified in their social media approach, which showcases their work and successes, but demands nothing in return. This no-pressure approach makes clients feel at ease. “We’ll provide the facts and negotiate the best price, but at the end of the day, it is our client’s decision to choose the home they want,” Russo clarifies. “We’ve seen other realtors put pressure on their clients and that is just one thing we will never do!”
In fact, a 5-star review on Facebook validates this exact approach. “[Lydia Real Estate] made me feel at ease and I especially appreciated how they never pressured me into doing anything before I felt comfortable. Instead, they provided me with resources & information and an open invitation to contact they when I was ready to get started.”
Highlighting their staff and love of people is another key to building rapport without overwhelming followers and increasing these positive reviews. “Our company has continued to grow in size. Three of our newest agents were originally dear friends who our broker and I met through community initiatives. It’s an honor to have Judi, Michael, and Valentin with us because they are three of the nicest individuals who always put others first. We are proud to say our company is filled with kind, loving, selfless people,” Russo proudly exclaims. Highlighting who they are as individuals gets clients and followers invested in the company as a whole.
Best part? The clients agree! “The wonderful team at Lydia Real Estate made the purchasing process very simple and no-hassle. Friendly, honest, personalized service, keep it up!" states a homebuyer on their website. Another client describes their experience in a 5-star Facebook review, “They were always very attentive, responsive and helpful. This was my second time working with them and I couldn't be happier with the results. I fully recommend them to anyone looking for a realtor.”
That loving, jovial company culture is exemplified in everything Lydia Real Estate posts—from holiday cards, to party pictures, to their latest sales.
Brag a Little! Highlight Successes to Clients
Building a social media and online marketing empire can get complicated, and certainly involves a lot of manpower in the beginning. Gaining the tools and knowledge to launch this initiative is key to expanding your online presence.
“Our favorite social media platforms are Instagram and Facebook. We love to keep our clients in-the-know of what’s going on in the area, and more specifically, with our company,” Russo states.
But posting on those sites can easily be lost in the plethora of information and organizations on social media—meaning you need to find a way to stand out!
“We actually use Canva to make graphics for our properties to post on our various social media accounts,” Russo admits. “Flyers, also. These are very important for our open houses, giving prospective buyers all the information they need to take home and decide on a purchase.”
Russo’s colorful graphics and artistic designs are eye-catching draws to their Facebook and Instagram. She credits Canva for their ease of use when building their marketing material. “It allows real estate agents to make graphics, flyers, posters, and invitations with no hassle. The platform is very easy to navigate through and is a very useful tool for marketing.”
It’s not just about getting clients in the door the first time, though. “Our clients come back, and also refer us to others because we know how to negotiate and get them the very best deal,” Lydia explains. “We have saved our clients thousands and thousands of dollars, and that alone makes them always want to come back!”
Repeat clients are the key to any successful business, and utilizing social media to remind previous clients about your company is extremely important.
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When Clients Invest in You, They Invest in Your Company
Lydia Real Estate continues to provide the Washington, DC Metropolitan area with stellar customer service thanks to its eight-person team of real estate professionals who utilize both digital marketing and word-of-mouth to expand their ever-growing client base.
Their unique approach of highlighting their individual attributes as well as their company as a whole has built a strong base of followers and clients who continue to not only refer Lydia Real Estate to friends and family, but repeat business every time they have a real estate need!
Such success can only be attributed to a strong team of kind and trustworthy agents, as well as a thorough and honest approach to branding their company and their agents on social media and in online marketing.
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