DOS AND DON'TS FOR REALTORS?

Social media marketing is a powerful tool for real estate businesses. Most REALTORS? have at least considered creating a Facebook, Instagram, LinkedIn, or Twitter account! Or maybe you fall into the group that already has an account, you’re using to try to draw in potential clients. Even if you think you know social media, though, there can be a learning curve to using social media for bolstering your real estate business. It’s a learning curve that a lot of real estate professionals struggle with!

If you think social media is a free billboard where you can post your listing and sell properties, unfortunately that ‘strategy’ will most likely get you nowhere.

As a real estate agent, you need to understand that building social media platforms for business starts with relationship building. Savvy real estate professionals understand this, and they don’t necessarily make their listings the obvious focus of their social media efforts.

Here are 10 tips for social media for real estate professionals:

DON’T IGNORE CLIENTS YOU’VE MOVED ON FROM

Invite people you’ve worked with previously to join you on your social media accounts. With the dynamic of including buyers, sellers, and even friends, your account will be able to display many different kinds of experiences. Those who recently bought or sold properties through you will be able to share advice and testimonials.

Your followers can be some of your biggest supporters!

DO PROMOTE THE COMMUNITY & NOT JUST THE PROPERTY

Homebuyers want to know everything about the area in which they’re considering buying a house. Most real estate listings, and even real estate blogs, only list the expected demographic statistics and maybe a bit about the area being “desired”. Use your social media to give your clients a closer, clearer look at the neighborhood. Keep in mind that what may be a ‘pro’ to one client could be a ‘con’ to another, and vice versa! Knowing as much as possible about the area is what’s best for everyone. Happy clients = more business!

DON’T ONLY POST WHAT YOU WANT TO POST

Certain links, posts, and tweets might look amazing to you, but will they create a connection with the people who follow you?

It’s tempting to shout into the void, trying to be the loudest voice, but successful social media involves a lot of listening. What are people saying about you? What are people saying about your brand? You can gather feedback about the type of content people want to see through informal polls or asking questions on your accounts. (People love to give their opinions, and people love quizzes!) Through tools like these, you can be sure that what you’re posting is relevant to your audience.

DO USE YOUR SOCIAL MEDIA AS AN EDUCATION PLATFORM

Sometimes the most difficult experiences you have as a real estate professional can provide the best lessons to share with your audience. Talk about common mistakes so that their buying experience will be easier. Occasionally you can even talk about unique problems so that their search for a home will be an easier experience, and so they know what to expect if they should work with you.

Social media is the perfect place for this. If you have a blog, you can write posts about these things and then share them to your social media accounts.

DON’T ASSUME EVERYONE IS BUYING FOR THE FIRST TIME

If you think that only first-time buyers browse social media, you’re wrong. Social media networks are wonderful places for engaging followers and for learning what followers are looking for in a real estate agent. Not all followers are new to the buying process, though. Be sure you have content scheduled for each of your relevant audiences. You never know who you might create a connection with!

DO SHOW PEOPLE WHO YOU ARE

If you are too formulaic with your content, your followers won’t be able to get to know you. In today’s world, people want to get to know the person behind the business! Numerous studies have shown that people want to make personal connections to the people they do business with.

Your social media content should professionally represent who you are as a person, and who you are as a real estate professional. Let your personality shine! Showing followers a bit of who you are is a great way to create those connections before those followers ever become clients.

DON’T FORGET TO POST VIDEO CONTENT

On average, 45% of people spend an hour’s worth of time watching Facebook or YouTube videos each week. Online video content is now a necessity for property marketing. If you think about it, it’s easy to understand why. Buying a property is typically a visual process! Videos can create connections that might not otherwise be made by posting images-only.

If you use YouTube, you’ll also be rewarded with higher search engine rankings by search engines like Google (one of the main places that buyers begin their home buying process).

DO ENGAGE WITH YOUR FOLLOWERS

With the world at our fingertips through our devices, today’s buyers expect instant responses to their questions. Homebuyers don’t make as many phone calls as they used to. Instead, they use Facebook, Google, and even tweet their questions on Twitter. Are you ready for this? Answer their questions and use these conversations as an opportunity to build rapport. A potential client who was only thinking about beginning their home buying process might just decide to begin that first stage with you or your agency!

DON’T POST ONLY LISTINGS

Of course, you should let people know what properties you currently have listed, but don’t make this the only thing you talk about. What questions do people most frequently ask? Turn them into posts! Provide content that has value, and your followers will keep coming back to your page and engage with your posts.

DO REPLY TO ALL RELEVANT COMMENTS

Make sure you're replying politely and promptly to those who post comments, even comments that aren’t positive. Resist the temptation to argue, and be sure to acknowledge positive comments - even if it’s with a simple, “Thanks!” Many people will likely use your social media accounts to ask about listings. If the listing they inquire about isn’t available, use this as an opportunity to shift their interest to similar properties!

Note: Don’t feel the need to reply to abusive or obscene comments, or entertain bots or trolls. Report those who fit this description, and move on. Not everyone is worth your valuable time!

As a REALTOR?, social media can be a fun and interesting way to expand your circle. Need assistance with this endeavor? Contact me!