SUMMARY: Sticking to certain topics helps your search engine rankings.
Boy, am I glad that short work week is over! Aren't those weird times to be trying to work? Everyone is either away or distracted, or they want to get everything done NOW!!!
In case you missed it, the week before Labor Day, I posted Content Ideas to Help Almost Any Agent. Here are the four areas to focus on to create brand-building social media:
- Your Properties
- Your Reviews
- Your Neighborhoods
- Your Expertise
Doing so will, over time, definitely help you focus your brand in social media. It doesn't stop there, however! When you put out a steady stream about what makes you both unique and mass appeal, it helps your search engine rankings.
You may already know that blogging on a regular schedule, as much of a pain as it can be, helps your search rankings if you do so on topics that affect you professionally. It's the same thing with social media.
Here's what the people who run Google want to have happen when you enter terms in their search box: they want to give you the info that you were really looking for, which may not be exactly what you typed in. Focused, on-topic social media activity will help represent you. You'll be regularly talking about the subjects that your prospective sellers and buyers will use to help decide who to call first.
Keep cranking out those on-topic posts, week after week, and it'll tell Google, "Hey, here's someone who knows her stuff."
Put it on a platform like Facebook or Pinterest, where a lot of people go, and it'll get clicks. You don't have to get a ton of likes, comments or other clicks for any given post. You want the consistency. Steady stream of content ... steady stream of engagement. It all builds up over time.
Now, what about those funny comics, cute cat videos, photos of your adorable grandson, and so forth? Sure, there's nothing wrong with showing them. But let them be the cayenne pepper in your gumbo. They're the spice, not the meal.
Here are some examples of the four topics that I've seen handled well:
YOUR PROPERTIES
Here's an especially good Facebook post about a listing from my colleague, Cherise Nichols:
- Multiple photos
- Short, engaging text
- Friendly tone with no pushy selling
- Brief status update, with more info and links on each photo
Having more photos to look at gets you more clicks. More clicks sends the message that you've got good stuff to share.
Don't be too quick to tell them everything in your status update. Leave them wanting more, and get them clicking!
YOUR REVIEWS
Ask people for 'em around your closings. Tell them they're important to you. Start building up your stash!
Then, link to them, individually, in your social media. You don't have to sell yourself, because your sellers and buyers will do it for you! Then, you can take the tone like you're accepting an Oscar. "Thanks or the chance to work together! I'm so proud of how my team and I could sell your home in a tough market so quickly!"
YOUR NEIGHBORHOODS
I don't have to tell you that there are benefits to being the expert on this neighborhood ... or that part of town ... or the communities you'll find over there. Here's a video from Realtor Chris Jurcisin, who nailed this part of his marketing.
Like that? The Realtor wasn't even in the video. The neighborhood was the star. If you saw that, and you want to talk to someone who knows that part of town, who are you going to call?
YOUR EXPERTISE
Buying or selling a house is scary, nerve-wracking, potentially expensive and full of unknowns. Your knowledge is an antidote to the fears of potential customers who may just not want to face the whole process.
So, look for ways to communicate your knowledge. Share it in little bits here and there. What does someone selling their house this time of year need to know? What direction do you think the market is going in? How do you feel about staging? Who are the people YOU choose to work with (because of what it says about you)? You don't have to write tons of copy to get your point across, and begin to look like the expert that people want you to be.
It's not just your knowledge and expertise you're giving them. It's their peace of mind, too.
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