“We don’t have a choice on whether we do social media, the question is how well we do it.”– Erik Qualman, Socialnomics
As a Real Estate Marketing Consultant and Trainer, I have spent a great amount of time not only helping agents get started with Social Media, but even more time fighting to motivate them to actually do it.
It is better to have Social Media pages than to not have them. And while posting information to them so that you are at least on the minds of some of your Sphere of Influence is better than no presence at all, wouldn’t you rather post and engage your networks in a way that grows your credibility and generates actual leads? Don’t you want to be the expert that your targeted audience looks to for valuable information?
Well, I can tell you that very few agents utilize Social Media in ways that achieve this goal. And I am going to tell you why. Look at the charts below:
This graphic (courtesy of HubSpot) illustrates that the Real Estate industry as a whole IS in fact posting to Social Media pages. In fact, as you can see, the Real Estate industry represents roughly 1 out of every 5 posts on Social pages.
Any Social Media 101 class will teach you that you get more of your posts read when you use pictures, and even more importantly, video. The Real Estate industry it appears has done a decent job of not just posting text. This graphic illustrates that Real Estate posts represent roughly 1 out of 6 of the images and video links on Social pages.
So as an industry we must be doing pretty well. Hold on, we have one more graphic – and this one is even more telling than the first two.
Wow! 19% of the posts – 15% of the images and videos – but less than one-half of one percent of the engagement. Posts by the Real Estate industry do not get viewed, liked, or shared. The question is why. I am going to tell you why…. and help you be better.
The reason people on Social Media do not engage with Real Estate pages is simple: Realtors tend to post things they want people to know about themselves rather than information people actually want or need to know. THIS IS THE KEY TO SUCCESSFUL SOCIAL MEDIA ENGAGEMENT.
I don’t mean to sound harsh when I say this, but NOBODY CARES ABOUT YOU! Well, some of us care about you, but nobody in your network cares about how many houses you have sold, what awards you have won, or how great you think you are at your job. Social Media pages are not for advertising yourself; they are for growing relationships so that when someone has a question, YOU are their expert!
Once you have targeted your ideal audience, and you are running ads that drive people to ‘LIKE’ your page, give them information which is helpful, interesting, and establishes you as their expert. When they ask questions, answer. When they comment, engage them.
You can be better than 9 out of 10 agents at engaging your customers and getting their business with just 5-10 minutes a day. If you do not know how, or have not even got started, click [HERE] to get more information on our Social Media Startup package for Real Estate agents.
If you have any questions, let me know. After all, the reason I am here is be to YOUR expert.