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10
Make A Connection With Your Audience
Social media is a versatile and powerful tool for real estate agents.
Some real estate professionals get the majority of their leads using social media. Of all industries represented on social platforms, real estate brands are the most active. That makes sense since there is always something new to share when showing what makes your community special.
That means, of course, that in addition to all the political scandals and celebrity gossip you'll find in an average social media feed, many of your colleagues are striving to attract attention. It's worth asking the question: "What makes the winning difference when it comes to social media marketing?"
The answer: Making a genuine connection with your audience.
You might expect us to say social media automation is the key to building your brand on Facebook, Twitter, and the rest. And it is a crucial part of the equation. But technology doesn't replace you — it accelerates and streamlines the process of making that connection. What you bring to the process is indispensable.
If you try to automate the wrong things, even the most reliable AI-driven tools won't yield the best ROI.
So, how can you connect with others online without shouting for attention or advertising constantly?
Take a cue from the kind of person you would want to follow.
How to Take a Genuine Interest in Others on Social Media
Look at the people whose updates you always try to catch on social media.
Odds are good they are offering something you can't get anywhere else — or, if there are plenty of other sources out there, they've distinguished themselves in some way that makes them your favorite. They aren't in a rush to get more followers and sales. Most importantly, they add real value for others.
There are two pieces to that:
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Understanding what others care about well enough to reflect that in the content you create
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Giving your followers the opportunity to meet the authentic you, which goes beyond brand
Of course, your professional brand should follow your authentic personal values. But people don't go onto social media to meet brands: They want to see other human beings. When you're doing it right, they never lose sight of the fact that you're a person just like them, even when you're talking about what your business can do.
Here's how to square the circle:
- Use Your Face More than Your Logo
All the graphics you use on social media should be fully branded. That said, always favor a recent photo of your face for your profile picture or "avatar." This gives the audience you gather an immediate sense they are talking to a real person. Try to include yourself in masthead images where possible, too. - Respond to Others' Comments
Social media should be a conversation. Engaging directly with others dispels the impression that you're talking to yourself. Add your perspective to what others are saying, and they will naturally be more interested in you and what you have to offer. Keep it professional, but don't be afraid to be yourself. - Obey the 80/20 Rule
While there are many versions of the 80/20 Rule, in marketing it boils down to this: for each time you plug what you have to offer, share something of genuine value to your audience five times. Pepper your feed with helpful, informative content on buying or selling as well as your latest listings and inspirational quotes. - Advocate for Your Community
As a real estate agent, no one knows your local area better than you. Leverage that by showing the buyers who might move into your community exactly what they're getting. Walking tours of top neighborhoods, the latest news from the town government, and the best restaurants and attractions all have a place on your feed. - Emphasize Storytelling
For as long as there have been people, they've been telling stories. Telling the stories of your successful clients — and, when they're willing, letting them do so in their own words — is a powerful form of social proof nothing else can match. But don't hesitate to tell your own stories, even when they're not directly related to selling. - Use Video Marketing Frequently
Virtual open houses are here to stay, and they're just one form of video marketing that can supercharge your business. All real estate agents and brokers should aspire to be comfortable both in front of and behind the camera. Whenever you do a video tour of a home or neighborhood, be sure it gets shared across all platforms!
Every property tells a story of its own, so it's only natural real estate professionals have lots to say. Tools like Facebook Connector and LinkedIn Connector can strengthen your efforts, but there's no substitute for your unique perspective. Contact us to learn more about digital marketing with the human touch.
