There’s no denying it. It’s become crucial to implement Social Media (SM) as part of an effective Real Estate marketing strategy. However, it’s not just about using SM platforms, but using them well. There’s no point in taking time to post if nobody’s reading it! Learn how to make SM your friend and watch your business grow.
Below are the first 3 of 6 simple, practical tips that will help Realtors strengthen their SM presence and build a larger following. More followers = larger client retention and word of mouth referrals!
Before you read any further, it’s important to understand the goal of SM for your business. It’s about building a brand. It’s not about immediately converting listings into sales, but becoming the “go to” Realtor in your area when people are ready to buy/sell.
TIP 1: Create a separate business page/account from your personal one.
Yes, that means you don’t get to automatically share with the pool of personal friends you’ve built. But that also means you aren’t telling future clients about the night you had with one too many martinis (we’ve actually seen this on a Realtor’s page).
Your SM business profile is your brand. You want to include content that will help clients feel like they know you, but that information should be filtered. Find the balance between being authentic, but portraying a confident, competent, responsible and trustworthy business professional.
Doing it right – “Just closed a home for a dear friend and now we’re off to celebrate.” (Include pic of you and friend.)
Doing it wrong – “Another low appraisal, drowning my sorrows in a tub of Ben & Jerry’s tonight.” (with pic of you and your tub of ice cream)
And this should go without saying, but make sure your business profile picture is relevant to Real Estate. A nice headshot with your business logo is always a great way to go!
TIP 2: Invite friends from your personal accounts to like/follow your business accounts.
Now that you have your business account active, it’s time to invite friends from your personal page to follow/like your page.
Don’t be discouraged if only a handful decide to jump on board. The point of your business page is to generate business. Chances are that most people following your personal profile weren’t interested in your business anyhow.
Plan to share posts and invite friends every 2-4 weeks for the first 3 months. You won’t annoy people with incessant business posts, but will give enough opportunities for people to check out your business profile that missed an earlier post.
After a 3 month period, plan to invite people from your personal account once every 4-6 months.
TIP 3: Adhere to the rule of 80/20.
Most of what you post should work towards building your brand. That means 80% of posts should include information that allows followers to learn about you, your opinions and glean information from your experience.
The other 20% should be about listings, open houses and other product information. When creating this type of post, remember to include a call to action. A phone number or link to a property site is perfect! If you don’t have a property site, you can create one here in 6 easy steps for under $30!
Examples of posts to build your brand:
“Remove personal pictures when showing your home to help potential buyers envision their family living there.” (Include pic. of a beautiful living room with no personal effects.)
“So excited for the new Community Clubhouse being built in the (insert community name)! What a great way to bring the neighborhood together!” (Include pic of the clubhouse being built.)
Other great ideas for posts:
The goal is to keep people interested in what you’re posting, even if they aren’t in the market for a new home. This will increase the chances that they’ll refer friends to you who are and call you first when they’re ready to buy/sell themselves.
Make sure to check back for tips 3-6 on Making Social Media Your Friend. Tips include Creating Content Marketing pieces, the magic number of posts per week, and extending your social network reach.