I just finished reading an amazing book by Jim Tobin titled, “Social Media is A Cocktail Party, Why You Already Know The Rules of Social Media Marketing.” I’ve heard the phrase used often – but the basic principals in the book blew me away! I highly recommend it.
Here are the Rules of a Cocktail Party that Jim lay’s out in the Book – and my notes about how these apply specifically to those of us in the Real Estate Industry:
1.The Party Goes On With or Without You. People are already talking about you and your company online. They are “grading you” on Yelp and Zillow, and they are telling their friends that you did a GREAT job… or never updated them. You should know, and monitor what’s being said about you online.
2. When you get to a Party Mingle and Listen before you Talk. Would you walk up to someone at a Cocktail Party and start screaming at them, “HEY!DO YOU KNOW SOMEONE WHO WANTS TO BUY A 3 BDRM FIXER UPPER THAT NEEDS SOME TLC? DON’T YOU HAVE A FRIEND OR A RELATIVE THAT NEEDS TO BUY THIS HOUSE??” Of course not. But that’s EXACTLY what you are doing when you are simply going online to “slap up a listing.” There’s MORE to a conversation than your listing! Quit Spamming People!
3. Keep The Conversation Thread Going Naturally Go back and re-read my comments about number 2. Don’t be RUDE! Don’t SPAM people!
4. The Setting Matters Just like a New Year’s Eve Party is different from a 5 year old’s birthday party – the different Social Media Platforms you interact on are different too! So many agents just want to get online and post one message 15 different places! That’s NOT being part of a conversation. The people who are connected to you on Facebook are likely different than the ones connected to you on LinkedIn. Your message should be different too!
5. It’s Not All About YOU I don’t even need to add anything to that!
6. Don’t Be Slick, People Can Smell Fake Let’s say people read about 20 pages you’ve posted about moving to a certain area. You talk about the restaurants you like, where kids can play ice hockey, the local museums… but let’s assume that you use a copy writer or you just spin information from other people… do you think they are going to LIKE YOU when they meet you? No. Everyone has their own “voice” online, a style, a way in which you talk and communicate information. If it’s NOT you, they will know.
7. Share Information That Doesn’t Benefit You Again, think about being at a Cocktail Party. Do you ONLY talk about Real Estate, the Real Estate Market, the Benefits of Short Sales, 5 Ways to Avoid Foreclosure? NO! You don’t want to do that in your online discussions either.
8. It’s Appreciated when You Share What You Know In Context I think we got this one – it’s figuring out the CONTEXT. Real Estate Agents tell EVERYONE about Real Estate 24/7
9. You Can Ask Something of A friend that you Can’t Ask Of Someone You Don’t Know The goal on Twitter, and LinkedIn and Facebook and Yelp (and fill in the blank) is to engage people. Show them that they can Trust You, that you know the area, the market, how to negotiate. After you have people engaging in your conversations, and following you, it’s much more natural to ask them to “give you a nod” and refer people to you.
10. If people like you, and need what you do, they want to work with you. Keeping your status updated, connecting with your old High School friends, commenting on interesting posts on Activerain takes time. Making Friends takes effort, keeping relationships going takes commitment and effort too. But this is how you build your online reputation – and your business.
There’s SO MUCH good, solid information in this book! I hope you will buy it, read it, share it with your referral partners, develop your own plan and get started! Real Estate Agents get caught up in the Technical Terms of Social Media – but really – all you need to remember is that it’s SOCIAL.
If you have questions about building your real estate blog as you build your real estate business, give me a call! Josh Harley, Fathom Realty, 214-228-0301. I’d love to help you, and learn more about what’s working in your market! Are you on Facebook and Twitter? Let’s Connect!
Originally Posted at http://www.fathomcafe.com/social-media-is-a-cocktail-party-for-real-estate-agents/