Unless you're in the witness protection program you need to be on one of the many social media platforms. Real estate agents will often say that they are "private" people or that they don't care what people are eating or doing. This is their excuse for either not being on social media or not be being active on social media. What they fail to understand are three very important things. First, social media is here to stay. Second, you have complete control over what you post, how often you post and what you view. Lastly, social media is an amazing marketing tool to use in your business.
Social Media is Here To Stay
Back in the day, telephones were mounted to the wall or on your desk. There was a receptionist who would answer the office phones and leave a little pink slip in your box if you got a message. Rolled up thermal paper was used to receive a fax. If you remember any of these things you are old like me. But my point is this, we aren't going back to those "good old days." We are moving forward and as we move forward it will include social media. If you don't start now you will be left further behind. Whether you have a referral based business or you do cold calling, people will do an online search to see who you are and what you're about. Have you searched for yourself lately? What came up? If nothing came up, you have some work to do. Consumers like "social proof." This means they want to know what other people think about working with you. They want to know a little bit about you before they meet with you. This is just one of the reasons you need to have a presence on social media. Granted, social media can be overwhelming if you don't have any presence, so it's okay to start slowly. Select one social media platform and start working on your engagement.
Engaging on Social Media
Once you have decided on which social media platform you want to begin with, you can start engaging with friends, family and colleagues. If you use Facebook, start by searching for people you know and send a "Friend Request." If you already have friends but have been ignoring them, start reading posts that are of interest to you and "Like" the post or leave a comment. This is not a difficult task. With LinkedIn, you can focus on the business side of engagement. LinkedIn is great for relevant business articles and blog posts. Look for groups that are real estate related or are lead by real estate influencers. If you have a business question to ask, pose it to one of the LinkedIn groups. Instagram can be a lot of fun because it's all about beautiful pictures. This can be a great platform for real estate agents because we see a lot of beautiful homes. Thankfully, our smartphones take high resolution pictures and with the Instragram filters you can create some very cool pictures to post. If you are a newbie on social media I wouldn't recommend Twitter only because it moves at a fast pace and it takes more time to engage and you need to post more frequently.
Marketing on Social Media
Social media is a great way for you to get business you would not otherwise get...no matter how much you spent on marketing. For instance, you may have a friend in another state or country who has a friend moving to your area or selling in your area. That business can get referred to you. The key with Facebook are your posts. You'll need to find the balance between personal and business-related posts. In general, you should post about 90% personal and 10% real estate. And that ten percent should not be "in your face" boring real estate posts. I see agent after agent posting their new listings or an open house with the standard, "Check out my new listing" or "Open House Sunday from 1-4". Boring! That's taking the "social" out of Social Media.
Make Your Post Sound Interesting
There are several ways to make an Open House post sound more inviting and interesting...have some fun with it! For example:
- "Who said property was expensive in Washington, DC...come check out how much house you can get for $x"
- "You won't believe how big these bedrooms are...come take a look..."
- "This has got to be the nicest kitchen renovation I've ever seen...and I've seen a lot. Come by and let me know what you think".
Have a Goal
Your goal with social media should be to draw people in and to let people know that you are a busy real estate agent. There are hundreds of listings every week and hundreds of Open Houses every weekend, give people a reason to visit yours or to pass along your contact information to a friend. The same is true for your real estate posts during the week. Let people know what areas you travel to for your clients. Make your job sound like the fun it is. Facebook is the perfect place to post pictures of the houses you list and see on a daily basis and pictures have a higher rate of response than a simple text post. Pay close attention to what your Facebook friends respond to and create more posts that are similar. When posting on LinkedIn take note of the questions and posts that create engagement so you know what to post in the future.
As with every marketing activity you do in real estate you'll want to be consistent. Over time you will find that posting on Facebook and other social media sites is a great way to keep your name in front of people. Be consistent and try to post and comment every day. The only cost is a little time and creativity and the rewards are fantastic!
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Inman News named Candy Miles-Crocker as one of the Top 25 Real Estate coaches in 2016. Candy, “The Real-Life Realtor”, coaches, mentors and trains new and experienced real estate agents to transform their business by mastering her proven systems for success. Most of all, she is a firm believer in managing expectations and her goal is to elevate the perception of real estate agents among the general public through education so every client has an amazing real estate experience. Candy’s unique training methods have shown agents what it takes to be successful!
Learn more about her training program at www.RLRETraining.com or send her an email at Candy@RLRETraining.com.