When I decided to focus my social media strategy a little over a year ago, I was able to build authentic connections that organically led to more referrals. We have amazing engagement platforms at our fingertips that allow us to reach large groups of people on a daily basis. I already spend too much time on my phone so I wanted to put my professional scrolling thumbs to good use. Building my brand through posting content in my own voice was a challenge. I had to balance the colorful sense of humor I use with my friends and family with how serious I take my profession in real estate as an authority in the field.
My ability to navigate through what I personally enjoy about social media (an eccentric collection of kitten pictures and obscure jokes) and providing helpful content relevant to my profession has been a gratifying journey. These results came from some serious research. I read many articles, attended multiple seminars, listened to countless podcasts, and sought help from a personal coach and social media guru. All that just to try and wrap my brain around the do’s and don’ts of how and when to post. There is no shortage of information available to us and many varying opinions on the “rules”. That being said, even some of the small pointers I picked up along the way made a huge difference in my engagement, personal enjoyment, and overall lead conversion results through my social media channels.
Here are three things you can do today that will help elevate your social media presence and lead you to the people who truly need your guidance as a licensed real estate agent:
Post in a voice that is authentic to you and be completely unapologetic for it. Social media is a tool that’s meant to connect people and provide a source of entertainment, so don’t be afraid to be yourself. Think about the type of posts that make you stop mid scroll… chances are those types of posts will engage your family and friends as well. You will naturally need to post frequently about real estate, but don’t overthink it. Try to get creative in order to genuinely engage your audience. You are so much more than a “Just Sold” sign, let that shine through!
Do Not Friend Other Agents.
Not to be a jerk, but why are you friends with your competition? I struggled with this harsh reality at first too. We have an amazing community of like-minded professionals that we may very well be great friends with, so why not cheer on another agent for a job well done? Well, because while you’re commenting on another agent’s post that they are “killing it,” you’re simultaneously killing your opportunity to get in front of the people who would actually use your services or refer you to someone who could. Social media platforms have different algorithms in place that make your feeds available to people who are interacting with you. If those people are agents then you are missing out.
Educate Your Audience.
You need to teach your followers how to refer you. Not everyone has an immediate need for an agent but everyone knows someone who may. Teach the general public about the selling and buying process. Give away the farm and hold nothing back! Establish that you are the go-to source for information in the industry, so your audience will know that they can trust you to guide them through one of the most important purchases they will ever make.
In the past, I spent some serious money on paid advertising and boosts on Facebook and Instagram. Since then I dropped my boosting budget to almost nothing, ceased ads, cleaned up my friends list (again, nothing personal my industry friends!), and have focused more on educating my audience rather than “selling” them. When you go to my Facebook or Instagram accounts, you won’t see thousands of followers. My niche is about quality over quantity. Because I took this new approach, more people reach out to me for help than ever had when I was paying to get in front of them without a clear strategy. Finding the right people that I can genuinely help is the very reason I am in this business and why I TRU-ly feel blessed to have the social media tools to reach them.
Elizabeth (Liz) Lovett is a professional real estate agent at Tru Realty. She makes a genuine commitment to caring for her client’s needs by going above and beyond in every aspect. If you have any questions or need help with your home search, feel free to reach out to firstname.lastname@example.org.