The Most Overlooked Benefit of Twitter

How you can eavesdrop your way to more sales

Last week I broke out of my comfort zone and went to a networking event.

Normally I hate these things. Most of time I find people aren’t really concerned about you and simply want your business card so they can add you to their email list.

But this event I met a couple of interesting people from different industries. One of which was a local realtor named Scott Garman. He and his brother run Garman Group.

Scott made the jump from Vancouver to Victoria to start his real estate career. He had been away from Victoria for close to 15 years. He couldn’t rely on his old network of people since he lost contact with many of them.

What was he to do? He turned to Twitter.

His start in real estate happened around the same time Twitter started. He found the community of Victoria users to be very close at the time. They were lots of meet ups offline which helped really grow connections.

Since Twitter was new, there weren’t many other realtors on Twitter. Jumping into something new with little competition is a great way to grow.

But it was the most overlooked benefit of Twitter that helped him more than anything. One of the few marketers I look up to Gary Vaynerchuck also credits this benefit as the main reason his family wine store’s sales grew to record numbers.


I’m a notorious eavesdropper. Especially when the conversations involve business.

Well the advanced search function is a way you can eavesdrop on peoples Twitter conversations.

Advanced Twitter Search

Unlike Facebook you can zone on what people are saying about your industry, products, services and competitors. This is a great way to get involved in the conversations. Doing so allows you to become the local go to source in your industry since most people are asking questions on Twitter. You’ll also be able to spot out potential business opportunities as well.

Here’s what you need to do:

  1. Develop a list of keywords related to your industry, product, service or competitors
  2. Head of Twitter Advanced Search 3 times a week
  3. Type one of your keywords into the “all of these words” form
  4. Add the city you’re located into the “near this place” form at the bottom

From there you will get a list of Tweets over the course of the last few days from people who have mentioned your keyword within your targeted area.

Scott mentioned his list of keywords included:

  • realtor
  • house for sale
  • home
  • moving

I may have made a couple of those up but you see where I’m headed.

Gary Vaynerchuk being in the wine industry obviously had a larger pool of keywords. He could choose all the brands and grapes he wanted. He could also simply search the term wine and join in on people’s conversations. And that’s why his business and personal brand grew.

Do you see how beneficial this could be for your business? Instead of spending a hours every month Tweeting and finding content to Tweet, you can do this and see a better return on your time.