Using Social Media Marketing to Target Expired Listings
The best way to earn instant creditability and trust with any client is to be referred by a friend, relative, or colleague. It's no wonder why so many speakers, websites, books, and systems focus on helping agents build their sphere of influence programs.
So how can we use this strategy to enhance our expired listing prospecting success? One way is to harness the power of social media marketing. Social media marketing focuses on building networks of linked individuals. These links can come in a variety of forms - business acquaintances, current friends, high school buddies, church members...the list goes on and on. The circle can be infinite. So how does this apply to expired listings?
Let's use the most world most popular social media website Facebook as an example. Suppose you discover an expired listing this morning, as an expired listing guru, you may be tempted to hop on the phone and start calling the potential clients right away. But wait - What if there was another more powerful way to target these potential clients. How? By tracking down the sellers name you could enter this information into the Facebook search engine.
In this case I am searching for Brian Case... By searching for Brian Case you might find hundreds of results, after all there are over 500,000,000 people on Facebook worldwide. To narrow the search you can refine your criteria by adding an area, ideally the seller's city of residence. Remember in most cases the seller will live in your hometown so the search results will go down dramatically usually to just a handful of people.
By reading the profile of each person in the area who has the same name (90% of the time it will be only one person with an exact match), you will be able to identify your target seller. At this point you might assume that your next step would be to contact the seller directly - to reach out and send a message or attempt to become "Facebook friends".
WRONG!!! Instead you should first take a long hard look at their friends list. In our example you might notice the Facebook system already gives us a clue: In this case I know that Brian and I have 30 mutual friends.The next step is to identify which of our mutual friends may be willing to give me an introduction by email, or at the very least allow me to use their name in my own email.
At ExpiredListingGuru.com we have pooled the best ideas from top expired listing agents from around the country. Check out the Expired Listing Power Package for scripts, letters, emails, and tools to target expired listings. The system now includes a whole section dedicated to using social media marketing to boost your expired listing success with no cold calls!
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